CONNECTION AND WAYFINDING FUNCTIONS
Improving the game day experience for attendees of a Seahawks Game at CenturyLink Field with the Seahawks mobile app.
Completed as a student at General Assembly Seattle.
Paper & Pencil
30 Screen Clickable Prototype
What I Did
Project Management: Calendar and project plan
Research: Organizational Research, Review Analysis, Project Summary, Initial Interview Notes (3/6), Affinity Map (as a group)
Analysis: Customer Journey, Scenario, Use Cases, Site Map, Task Analysis
Design: Design Studio, Components in Wireframes, Prototyping, User Research Notes
Deliver: Half of Presentation, Prototype
Game-goers find it difficult to meet up with others at the stadium due to the size of the location and crowds.
Providing tools for connecting people to meet at a specific place and interactive navigation will make meeting up with others easier.
Our update to the Seahawks mobile app provides a way for people to easily suggest a place to meet and then provides navigation to that spot to remove frustration of finding 1 person out of 68,000.
We used the double diamond design process for this project. One approach that worked well was to get user input early and allow time for iterations. We ruthlessly avoided scope creep due to the limited time frame for this project. We also held regularly scheduled meetings and divided up work daily to make sure everything stayed on schedule and we were all involved with different aspects of the process.
The project brief was fairly broad - we were to enhance the game day experience of a Seahawks fan at CenturyLink Field by finding and removing pain points in the current app or by adding features. One of our major issues was that because it was off season, many of the functionalities of the app weren’t available. Ultimately this did limit some potential directions for our development because we just couldn’t see the current information and flows. Ticket purchasing wasn’t something that made sense for us to focus on, for example. I needed to start with some basic research into the organization since I don’t follow football. This included gathering information about game day, CenturyLink Field and the NFL. I looked into information about current ticketing - as of the 2019 season, all tickets are e-tickets - no paper printouts allowed. Also, they’re going to double the number of wifi routers from 750 to 1500 in the next year to help with the increase in demand.
I also did some research into reviews for the current official Seahawks app (going back to September 2019 when it was last updated) in both the Google Play and Apple App Store to determine what users were saying about the current version. For Android there were lots of comments about crashing and about the app requiring too many permissions. For both versions there were quite a few comments about how the streaming has problems and issues with being “in market” (i.e. within 75 miles of the stadium). Overall the reviews were pretty good and there were many more for Apple, so I recommended that we focus on an iOS version of the app first.
I worked with our User Research Lead to review our interview questions and then he set up 6 interviews to gather initial input. Our goal was to interview users of the current app, ideally, but failing that, people who have attended NFL games. Having learned that user interviews are a bottleneck in the design process, we tried to get these set up as early as possible, which did somewhat limit our interviewees to people who were nearby and available at short notice. The result of this is reflected in our final direction, but there is no reason to believe that what we learned wouldn’t prove to be useful to a variety of other personas.
Taking the information from the interviews and reviews, we created an affinity map to find trends and issues to address. Because we didn’t have many users of the current app, but did have game attendees, the trends focused more on their needs. One trend that stood out to me was that going to a game is really about the people - family tradition, hanging out with other fans, and the camaraderie. There were quite a few data points about the difficulties of meeting up with people in a large and busy environment, and combining that with other comments about finding food, bathrooms and seats, moved us towards focusing on navigation/map functionality.
We created a persona to give our app a voice and make sure we stayed on track going forward when creating our user flows and features. Most notably, Tyler, our persona, is an avid Seahawks fan, but doesn't get to go to many games. He wants to make the most of his trips and not waste time waiting to meet up with friends.
A long time Seahawks fan at their yearly visit to CenturyLink Field to see a game.
The user wants to enjoy the game with their friends and have an enhanced live experience.
At CenturyLink Field in Seattle.
Before, during and after a Seahawks football game.
Make going to the game less annoying.
Games are supposed to be fun.
It’s fun cheering on a team with other fans.
It creates a sense of community.
Which fulfills the need for belonging.
A well-designed and informative iPhone app that enhances the game day experience and makes it easy to find everything you need and make the most of being at the game.
The aim of this app is to make the game going experience hassle free from finding a game and getting tickets to attending with friends.
We want to enhance the experience of attending a game in person at CenturyLink Field as a Seahawks fan.
We value camaraderie, friendship, tradition and sportsmanship.
“The Seahawks organization is guided by overall principles of acceptance and understanding that help us create a culture of respect, equality and inclusiveness both on and off the field.
It is our goal to use these core principles and our commitment to passion, character and excellence to empower change within our community.
We, as an organization and as individuals, represent and respect a wide range of human differences, personal experiences and cultural backgrounds.”
Easy-to-use design with strong branding that enhances the game experience and improves game day.
Make navigation easy - find seats and facilities with ease.
Make the ticket experience seamless.
Enhance the camaraderie/team spirit that people attend football games for.
Help people who are attending the game with family and friends connect with them and stay together.
Improved visitor satisfaction.
Increase time spent on the app on CenturyLink Field WiFi on game day.
Increase use of app for ticket redemption.
Customer Journey Map
To help refine our vision and direction, I created a Customer Journey Map for Tyler. Assuming the Seahawks win, there is a lot of "happy" in this journey, which is nice. This does start to show how many ways the app could impact the game day experience and the need to make sure we kept the scope limited.
Scenarios, User Story and Use Cases
To further refine our direction and marry our persona to our design direction, as a group we created a scenario, user story and some use cases. After discussion as a group, we decided that Use Case #3 had the most potential for further development at this time. The others could (and probably should) be expanded upon at a later date.
Tyler wants to enjoy the Seahawks game with his family and friends and not have to worry about logistics and wasting time at the stadium. It’s a special day and he wants to enjoy it as much as possible.
As a long-time Seahawks fan who is going to my annual game with my family (which is an annual tradition), I want to be able to focus on cheering for my team and experiencing the atmosphere of the stadium.
Tyler opens the app to purchase a ticket, maybe send a spare ticket to a family member who is joining him. Tyler also saves the tickets for offline use.
Tyler checks app to check availability of parking lots nearby. Tyler checks tickets prior to the game to view if he has everything as per ticket recommendation. Tyler opens the app to show said tickets to security to be let into the stadium.
Tyler is at the game now. He wants to meet up with a friend who’s also at the stadium. Tyler opens the app to send his friend a place and time to meet in the stadium.
My team did a couple of different task analyses. One did an overview of the entire customer journey map as shown above. I also did a version that focused solely on the idea of meeting up with a friend that Tyler didn't attend the game with since that was the direction we were putting our focus on.
We did a card sort exercise of the original app and then I used that information, along with the current site map and the interviews to create a new site map. The goal was to take some things out of hiding and to make features more visible.
Here is the data we gathered from the card sort of features of the original version of the app. There were some pretty distinct groups. Unfortunately we didn't have time to run another version later, but these informed the site map, which we then iterated through user testing.
Using the interviews and card sorting, I created a site map that made a lot of things that were hidden on the original app a bit easier to find. The original had a whole bunch hidden in the hamburger menu and there were quite limited functions related to game day. Through the versions we did, we kept news as the main homepage (because it's the most important to most of the people most of the time), but then brought game day functions more to the forefront. This included making the stadium map its own homepage button.
As a team, we participated in a couple of Design Studios. The first was to focus generally on the idea of way finding and meeting up with someone,
The second Design Studio focused specifically on a flow of meeting up with a friend at the stadium, which did directly lead to our final direction.
*I did recreate these sketches - the originals were rendered unusable due to being ripped into sections and covered in notes during the design studio.
We were able to do a couple of rounds of usability testing, which was very helpful.
3 iterations of the prototype
2 rounds of usability testing
Focus on improving:
Low fidelity wireframe with only three main menu options.
Higher fidelity version with nested dropdown menus.
Version with refined (and single layer) menus.
We combined all of the usability research into a final wireframe in Figma.
One of my teammates laid out the basic wireframes for the app. I added to this by creating icons, providing colors and images, and menus. I also created many of the additional screens needed to build the animations needed for user testing and demoing the prototype.
This app was prototyped in Figma. I set up the majority of the animations. This was my first time using the program and while it was pretty successful, there are a lot of things that can be improved. Many of the pop-ups don't really work as would be expected in a mobile application, for example, but the usability testers didn't seem to have any issues with that during testing.
Lessons Learned and Next Steps
Good group project. We got along well and were basically on the same page. We were focused on staying on schedule, and that worked well - saved a lot of stress at the last minute. Also helped with making decisions - we pretty ruthlessly pruned any interesting but irrelevant branches. There’s still a ton of development required to make this anywhere near a useful app, but it’s a start.
Some things to improve as a group:
Write down assignments at the end of the meeting. There were a couple of times when people didn’t remember what they were supposed to do and work was either missed or duplicated.
Didn’t take enough photos!
Didn’t have a robust accountability system. We took people’s word that they had completed the task and there wasn’t really a quality check process. It would also have helped to make sure we were all on the same page about everything.
As an individual and designer:
Take more photos
Document during the process better
Pay more attention to mobile design, functionality and standards - too much of this app looked more web appropriate rather than mobile.
Look at Trello?
I plan on doing a specification sheet for this website. There are also many areas the functionality could be improved and expanded upon. This includes:
Extend map functionality to finding your seat and specific foods
Add arrows and enhance map options
Add a feature to help find a friend in close quarters - a scanner that buzzes when you are facing their direction
Clarification of permissions and adding friends
Work on the e-ticket functionality