RESEARCH & DISCOVERY
PROBLEM
The Atlanta Falcons have a new stadium opening soon, the Mercedes-Benz Stadium in Atlanta. They want to leverage their current mobile app to give game attendees tools to better discover everything the new stadium has to offer and to simplify the processes for purchasing concessions and merchandise both at the counter and from their seats.
GOAL
To design an add-on feature on their existing app for users to be able to order food and find venues based on wait time to maximize the stadium experience with ease.
COMPETITIVE ANALYSIS
survey
- 94% of respondents are familiar withe online purchase
- 81% of respondents have purchased food&beverage at sporting events
- Type of items and Waiting time are the 2 most important factors when making decisions
- Biggest pain point among respondents was Not knowing the exact waiting time
PERSONA
USER FLOW
Once we created 2 different personas, we began to discover the happy paths for their ideal tasks. Richard can view different venues of restaurants and how busy they are, and order food to be delivered in his seat using F&B order feature on his app. Laurie wants to find where the nearest or the least crowded restroom is using the stadium map feature. She can filter by the types of venues she is looking for, and view their crowd level labeled with different colors.
SKETCH & WIREFRAME
INITIAL SKETCH prototype
After discovering the paths of the users and have them tested, we started sketching different ideas to craft a quick prototype to user test with. Based on feedbacks and research results, we were able to come up with few changes through out the process.
prototype iteration
One of the main iteration we focused on was the waiting time indicator that is consistent with both F&B order and Stadium map features. Our goal was to create a set of icons that are easy to be recognized.
Wireframe with annotations
Final Prototype
Task 2: Using Stadium Map
Task 1: F&B Purchasing
