Case Study: Designing a Conversational Experience for Sports Fans

Interactive fan experience for the Rugby World Cup Sevens

The event team at USA Rugby wanted to create a chatbot experience to offer attendees and fans watching from home a way to engage with USA Rugby. The goal was to provide easy-to-find event information that would enhance the fan experience, including tournament schedule, updates, and general stadium facts.

USA Rugby knew chatbots were popular for customer service, especially for companies where people have a lot of frequently asked questions, but were less familiar with chatbots’ engagement rates. It leaned on Wizeline to craft the digital experience.

“Rugby Sevens fans are a very digitally engaged group. We wanted to be able to provide fans with real-time information with ease and speed,” said Rosie Spaulding, Rugby World Cup Sevens 2018 General Manager. “Wizeline was the perfect partner for developing a chatbot designed to communicate event information both in the stadium and outside to our fan base to enhance the overall experience.”

UX ELEMENTS

User journey — A user journey is a visual representation of the user experience across the chatbot solution.

Intent — An intent is the user’s intention. Intents are often named as a verb and a noun, such as “showWeather.”

User flow — A user flow is the path taken by a user to complete a task in the chatbot experience, such as retrieving a match score.

Wizeline’s team of UX designers and bot trainers created user journeys to structure the bot’s conversation flows.

Based on the user journeys, we created a list of intents to group phrases that a user would use to chat with the bot. Programmed intents allow the user to make specific requests (like finding a cafe near AT&T Park) and letting the bot respond with the correct flow. The most popular intents greetings, match updates, and subscriptions.