WAYFINDING AND PERSONALISED ENGAGEMENT SOLUTIONS

SportsHub, a premier sports and entertainment venue, aimed to enhance visitor engagement and improve user navigation. I played a key role in developing a deeper understanding of visitor behaviour by conducting on-site observations, interviews, and way-finding tests. My focus was on identifying user motivations, influences, and pain points to create personalised and engaging solutions.

By leveraging behavioural insights, I developed a concept that integrated way-finding improvements, gamification elements, and a hyper-personalised app, aimed at increasing visitor engagement and providing a seamless experience.

RESPONSIBILITIES

  • Engaged with the pitch team to understand SportsHub’s key objectives and user engagement challenges, aligning on the project's goals and desired outcomes.

  • Developed a comprehensive research plan that included on-site observations, interviews, wayfinding tests, and user behaviour analysis to gather both quantitative and qualitative insights.

  • Conducted on-site observations of SportsHub visitors to analyse their behaviours, how they navigated the venue, and their participation in various activities.

  • Interviewed a small sample of visitors to understand their motivations, influences, pain points, and overall experience at SportsHub.

  • Performed a competitive analysis of existing wayfinding and engagement solutions, identifying best practices and opportunities for SportsHub to innovate and enhance user experience.

  • Synthesised data from observations, interviews, and competitive analysis to identify user behaviour patterns, motivations, and preferences, informing concept development.

  • Based on behavioural insights, developed concepts for improving wayfinding, integrating gamification, and creating a hyper-personalised app solution. Collaborated with stakeholders to refine these ideas.

  • Delivered a comprehensive solution that streamlined visitor navigation, enhanced engagement through gamification, and provided a personalised user experience through the app.

Problem Statement

CHALLENGE

SportsHub wanted to position itself as a premier destination by leveraging new technologies to enhance the visitor experience. However, it faced challenges in improving engagement, simplifying way-finding, and providing a personalised experience.

GOAL

To create a solution that transforms SportsHub into a destination of choice. This involved developing a concept that integrated advanced wayfinding systems, gamification to boost participation, and a hyper-personalised app leveraging data to offer customised experiences.

THE APPROACH & RESEARCH PLAN

  • Conducted in-depth on-site observations to capture real-time visitor behaviour, focusing on navigation and interaction patterns within the venue.

  • Led user interviews to uncover visitor motivations, preferences, and pain points, providing valuable insights into their overall experience at SportsHub.

  • Evaluated wayfinding systems by testing various transportation modes to assess usability and ease of navigation.

  • Collaborated closely with stakeholders to ensure alignment on project goals and research priorities, driving a focused and actionable approach.

  • Performed a competitive analysis of industry-leading wayfinding and engagement solutions, identifying opportunities for innovation.

  • Employed contextual inquiry and ethnographic research methods to gain a deeper understanding of visitor interactions and engagement in real-time.

  • Conducted desk research on industry trends, competitive benchmarks, and venue-specific data to inform strategic recommendations.

  • Created innovative concept designs that integrated advanced wayfinding, gamification, and a hyper-personalised app solution to enhance visitor engagement.

  • Prioritised key features designed to improve the pre-event, on-site, and post-event user journey, ensuring a seamless and engaging visitor experience.

  • Focused on delivering measurable outcomes, tracking KPIs such as footfall metrics, ticketing efficiency, visitor engagement, and wayfinding success.

OUTCOMES AND KEY TAKEAWAYS

  • The proposed wayfinding and engagement solution was well-received by the client, with positive feedback on its potential to enhance visitor experience.

  • The solution focused on personalised recommendations and seamless navigation, resonating with testers and aligning with the client’s vision. It was tested with a small group, and the feedback validated key aspects of the design, showing promise for future implementation.

  • The inclusion of gamified elements in the app was particularly appealing, showing potential to increase visitor engagement.

  • The concept design was based on detailed behavioural analysis, which helped tailor the solution to the real needs of SportsHub visitors.

  • Close collaboration with stakeholders ensured the concept aligned with both business goals and user expectations, enhancing its viability.

  • The hyper-personalised app experience received positive feedback for offering tailored content that could significantly boost user satisfaction.

Sequential Skin