Owning the memory

The goal of this project was to understand the fan experience at the NCAA championships surrounding the merchandise. In collaborating with the School of Physical Education and Tourism Management, the design research team focused on qualitative understanding of fan experiences in the NCAA DII Swimming and Diving Championship and the Women’s Basketball Final Four.

Although the initial scope of the project was limited to merchandise experience, the design research team was able to identify multi-layered elements that define the fan experience; this knowledge assisted the NCAA in developing an engagement plan from a holistic point of view.

The final deliverables included fan personas, journey maps, a conceptual framework for merchandise design, and an ideation tool for the staff.

Role Design Research Lead
Date March-May 2016
Design Research Team Linjun Chen, Wendy Hsu, Vesta Mohebbi, Miley Phillips, Jack Rong, Lisa Semidey, Ed Sieferd, Madison Stevens
Project partner National Collegiate Athletic Association, IUPUI School of Physical Education and Tourism Management