Wembley — 90,000 fans in one venue

UX case study. (Sprint 3) uxdi-ldn-17

A mobile app that allows you to skip the queues when you’re thirsty

Project 3 General Assembly (improve the existent Wembley mobile app)
Team: Me, Oliver Birch and Roberto Mottola
Client: Wembley Stadium
My role: Ux Researcher / Ux Designer
Duration: 2 weeks
Methods: Mind mapping, Business and comparative analysis, User research, Affinity map , User flows, stories and journeys, Site map, Sketching, Wireframes, Usability testing and a Clickable prototype using Sketch and Invision apps.

The Brief

Wembley stadium was built in 2007 and is now rented by various companies for events such as England football matches, NFL games and music events. The venue owners see an opportunity to improve the current mobile app that allows visitors to better discover everything at the stadium and also offer an easy way to purchase food, drinks and merchandise.

Comparative analysis

Business and comparative analysis

Wembley stadium’s vision is to deliver the best stadium experience in the world by: 
• Attracting the best events,
• Providing an optimised service,
• Having modern facilities, sound system and a lighting environment.

A six year partnership deal with EE will benefit Wembley to invest in state of the art technologies: 
• 4G coverage, 
• Super-fast Wi-fi,
• New mobile payment solutions.

Food and beverage offering
• The Stadium has 34 bars, 8 restaurants, 98 kitchens and 688 food and drink service points. Approximately 10,500 seated meals can be be served at any one event. The soft drink dispensers can pour 30,000 cups in a little over 10 minutes. Approximately 40,000 pints of beer can be served during half time in a football/rugby league match.

What Wembley can learn from other stadiums?
We looked at the best stadiums in Europe and also in the US. We focused our attention on the following stadiums: Allianz arena in Munich, Camp Nou in Barcelona, Levis stadium and AT&T stadium in California and Gillette stadium in Boston. All of these stadiums have a loyalty program, good connectivity, a mobile application, innovative ways to purchase food, such as ordering through the app and having someone from the staff delivering to your seat.

User research

How to reach people that have been attending big venues? We kick off by designing an online survey that we will send out to our friends and family and also share the link on social media and some sport/music forums. The aim is to invite people for a face to face interview or a phone call to understand their journey and experience when going to stadiums.

To make sure all relevant topics are covered in the survey, we built a mind map with all the aspects related to the stadium.

With the outcomes of the interviews we picked up some relevant quotes from interviewees for our study. With these quotes, we created an affinity map by grouping them to find trends. 
The main trends found are: 
• Finding seats,
• Queuing for drinks,
• Leaving the stadium.

To represent all people that we interviewed and cover all our possible visitors at the stadium was to build 3 personas (or fans, if you prefer). The sporty fan, the music fan and the occasional visitor.

Patrick, a sports enthusiast, works as a recruiter. He is friendly and sociable. Patrick will take a friend or one of his clients to a match.

Jessa works in a coffee shop. She is a big fan of Nicki Minaj - her dream is to meet her in person. Jessa is quite introvert and feels quite anxious when in crowds. She will miss the end of the show because she will pick up her belongings from the cloakroom before everyone else.

Johanna, has a busy schedule as she runs her own hairdressing business in Chelsea. She will definitely agree to go out with her friends but she won’t take her initiative to go to Wembley. She will struggle to find her own way around the stadium.

Patrick, as a good representative of our regular visitor, is our focus to go deeper and understand his struggles and paint points when visiting the stadium. For this, we will make a list of step by step activities since the moment he decides to go to a game to the moment he returns home.

Marrying the business and user goals

We know that most of our fans won’t buy drinks to avoid the queue. We believe that if we can spread more “express points” (a place to pick up drinks) around the stadium they will pre order more drinks and the stadium will increase the profit on drinks. 
We also can guide the fan using our mobile app to easily navigate around the stadium to show up the distance and the queue time around them. The map will highlight toilets, bars, shops and help them finding their seats.

Existent features from the actual app will be kept: view from seat, contact assistance, news, “about”.

Our aim is to include these new features in the mobile app: 
• Find my seat at the stadium,
• Provide a map where the fan can easily find things around him, 
• Pre order drinks through the app,
• Pre order merchandising.

Link to clickable prototype: https://projects.invisionapp.com/share/369NYU7M2#/screens

Next steps

Based on the success of the pick up points for drinks we will consider pre orders of food. We also aim to create more featured content related to the events hosted in the stadium such as artists information or view goal replays. Future improvement will be to help people leaving the stadium by providing alternative transportation as partnership with Uber. We want to create a loyalty program as a way to thank and make the fans feel special by providing outstanding rewards.

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