Staying in the Moment- Sprint 2
Here we are again — team Wonder Makers and our project Innovative ArenA.
This clearly formulated topic is an interesting challenge: How can the venue create a better fan experience with WOW moments after the event using the new space?
Our challenge is to create an attractive concept for the stadium’s visitors, tempting them to remain in a particular place. This involves having to change habits, common behaviours and crowd’s moods.
In our first sprint, we studied how the venue’s system is functioning in general.
We learned that ArenA is venue. Everyone who is presenting in the stadium comes with its own content. Its agenda includes different big sport and music events and we thought that our concept should be universal, not something that is connected to the particular performance.
By creating a customer journey, we understood that people are super excited and emotional in the stadium and that emotion is crashing down after the event is finished. Although the visitors love to stay longer in this exalted atmosphere, they are living quickly, following a certain path and tempo.
It came logically that we have to create a space where people can extend their enactments.
That leads to our second sprint goal:
TO RESEARCH AND CREATE PROTOTYPE BASED ON HOW, WHY AND WHAT MAKES PEOPLE STAY IN THE MOMENT BEFORE LEAVING THE VENUE
We used оne to-one interview, survey and literature review and try to figural the meaning of the space and how its relate with public and her behaviour.
First, we looked for a physical place and how by particular design we can conduct people’s movements. Then we search for public places which have the same as our goal — offering extra content that extends the costumers experience after a concert or exhibition, for example.
We start to study placemaking concept as a philosophy of building a public place. Placemaking inspires people to collectively re-imagine and reinvent public spaces as the heart of every community. Strengthening the connection between people and the places they share placemaking and refers to a collaborative process by which we can shape our public realm in order to maximize shared value.
That exactly corresponded with our idea to create a great place which not only provides the basic requirements, but fosters social interaction and greater community attachment as well.
In order to improve the visitor’s engagement and to create a personalised experience to the right person at the right time, we tried to gather meaningful visitors insights and to describe more concrete scenarios for living the stadium.
We made a further segmentation of the stadium visitors, based on:
- the time and money they are investing (preparations and investment to attend a particular event)
- levels of engagement
We conducted deep interviews with people with similar profiles. Asking them what specifically they are doing during and after the event, how they feel if their team is winning or losing, where and with whom they are going after an exciting concert.
Summarizing the results, we found out that visitors:
• Like to follow exclusive content before and after the event.
• Looking for more immersing experience
• Even they feel really attached to the atmosphere and the vibes, people are constantly connected with those outside of the stadium
• In fact, they are more connected with outside word(by their phones) than they are to the neighbour sitting next to them.
• Sometimes leave before the end of the game to avoid the crowd
• Will stay actually longer if they know how much will take to exit the stadium
With an idea to find a concept which is rather gain creators than pain relievers (a problem which people facing on a stadium) we also asked our respondents:
What would they do if they had half an hour extra on the stadium?
The common answers were:
- will look at the results of other games
- will drink more beers
- will dance longer
- will talk more about the game
- will talk longer with my friends
- will share my impressions with the others
- will ask the others how they experience the game….
From those conversations, we understood that people are full of stories and impressions and need to share them right now after the event. They are looking to place to that, and it is always outside.
With this insight and our 5 focus points, we started our ideation session. We were really inspired to create an ideal place in the stadium where people love to stay and shared their moment and stories after the event.
Our brainstorming sessions — the funniest parts in the sprints
With a different cultural and professional background, we often have “lost in translation” situations. Our emotions and lack of English often brings us to difficult and even impossible discussions. But when we sketching, drawing or working together on the prototype, we somehow find our language (not literary) and really understand each other and enjoy.
So going to have fun we start our brainstorming session.
We took a list of paper and dived 5-column and 5-row sheet. Each of us drew his 5 ideas on the first line, then we exchanged the sheets and continued on the second row. We had 25 ideas on every 4 sheets or 100 suggestions concepts foe ArenA.
We had super crazy ideas as: from flying hamburgers and coca cola fountains (it’s not always a good idea to brainstorming before lunchtime) to lasers and electronic tables.
We clustered the similar ideas in groups of our 5 focus points and did Dot voting.
We ended up with more than 20 favorites concepts. To be able to choose just one we used a MoScow method and created again a graph with criteria:
- Must have
- Could have
- Should have
- Would like but won’t have
This ideation session was quite long, but we managed to decide on our final solution -
We decided to create a campfire projected in a big hologram.
A camp fire is a bounding place where people will meet will talk, will share and stay together.
But this fire won’t be just an ordinary image. It will be a data-driven installation. The size and colors of the flames will change with crowd movements and sounds.
Also, the hologram is a universal tool for projection. Once it’s built, can be used to display different content.
In our 3rd sprint, we are going to explore how good is the fair idea and what else can be shown through the hologram.
Stay tuned. We talk with you soon.
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