Falcons Stadium
Description:
The following case is one of the projects we develop during UXD GA program. I worked with a team of 3 members in a 2 weeks sprint.
We learned that our daily collaboration allow us to solve the problem in a creative and strong way.
Problem:
The Atlanta Falcons have a new stadium opening soon, the Mercedes-Benz Stadium in Atlanta. They want to leverage their current mobile app to give game attendees tools to better discover everything the new stadium has to offer and to simplify the processes for purchasing concessions and merchandise both at the counter and from their seats.
Falcons:
Falcons is the professional American football team based in Atlanta, Georgia. At 2016, Falcon's team made it to the Super Bowl LI.
Mercedes Benz Stadium:
The most “tech-savvy” stadium in the NFL and MLS.
1,800 wireless access and 4,000 miles of fiber optics to deliver fast connection.
Halo Board, the biggest screen with 63,800 square feet.
Research:
For research we used two techniques: for quantitative data, we did an online survey to find the habits/actions from the NFL fans and for qualitative data, we made phone interviews to learn more about the "why behind preferences and thoughts" from Stadium's attendants.
Reasons to stay at home:
Clear view of game/ able to pause game
Cheap beer and food
No lines for food or bathrooms
Convenience/comfort
Reasons to go to the games:
Atmosphere
Live action
Help the team win
Be with other fans
Define
Gathering insight into Personas
We convey all the fan insights into a single Persona that would ”remind us" the feelings, thoughts, and behaviors of a typical fan during the attendance to a game.
Problem Hypothesis
By synthesizing our research, we found that the fans wanted the comfort of home that they don’t get when they attend to the stadium. And that they also get very anxious about losing the game.
How can Mercedes Benz stadium provide the same comfort of home (food & drinks) during the game experience?
To answer this question, we made a Journey Map illustrating the full game day experience and the actual interactions provided to the fans to enjoy the game. With this exercise and an empathy map we found these five pain points:
Am I going to miss the game?
Do I have to wait in large lines to get my beer?
Can I get beer without cash?
Where is the nearest vendor to my seat?
I don’t want to download another useless app.
Ideate solutions
After a lot of brainstorming exercises we came to these ideas:
Missing game: Video Replay
Long line: Pre-order food and tracking the length of the lines (large, medium and short line)
Nearest Vendor: Get turn by turn directions and the minutes to get there.
App Awareness: iBeacon
Increase App Engagement: Fan interactions
Prototyping ideas
We used crazy eights technic to sketch different ideas of how to help the users accomplish their primary tasks.
Iterations process
After we started to prototype some ideas, we went to our users and tested over and over to get feedback and applied iterations.
Prototype
Wireframes
User Goals: Ordering beer
Easy tasks through categories: Order a Beer
List of bars available near the fan
Pick up Line vs. order line and the time to walk to the bar.
Express Pickup
Select the payment
Confirmation Order
Notification of order arrived to bar
