How I contributed to attracting the next generation of sports fans
Team size
3 Service Designers
Project type
Conceptual
Project date
October (2 week sprint)
Tools
Figma, Miro, Illustrator, InDesign, Photoshop, Canva, pen & paper
Team & my role:
• Lead user interviews & research
• Competitor analysis
• Designed user journey
• Concept sketches
• Wireframe solutions
• Designed high fidelity
• Project management
Project summary
The Australian Sports Museum, located in the iconic Melbourne Cricket Ground (MCG), is home to an rich collection of Australian sports artefacts, covering major sports such as AFL, Cricket, Horse Racing and Olympics exhibits.
However, despite a recent renovation, visitor numbers have fell short of expectations, partly due to post-Covid museum trends. To secure its future, the museum aims to attract Gen Z and younger Millennials.
This project seeks to address the following
Declining visitor numbers
Appeal to younger generations (Gen Z and Millenials)
Post-renovation realisation
Maximise the benefits of the recent renovation by substantially enhancing visitor interaction.
Demographic expansion
To increase the sustainability of the museum there is a need to appeal to Gen Z and younger Millennials.
In-depth user research was conducted, including discussions on feature prioritisation to ensure project deadlines were met.
The proposal involved a holistic service redesign complemented by an advertising campaign.
This strategy aims to harness the existing foot traffic from MCG events like the AFL, Cricket, and Soccer, offering an integrated game day and museum experience.
Additionally, we intended to maximise the potential of interactive games and the NFC system to establish a competitive leaderboard and drive increased engagement.
The service blueprint
This service blueprint covers every aspect, from online ticket booking to navigating the site and enjoying interactive exhibits, all the way through to experiencing a sports match at the MCG. It not only streamlines our operations but also guarantees visitors a seamless and delightful experience from start to finish.
With a focus on integrating existing technology (NFC), personalised interactions, and efficient service delivery, this blueprint maps an end-to-end experience.
In addition to this service blueprint, specific interfaces was designed for 3 parts of the user journey.
The teams recommendation involved introducing a bundled discount offer on the MCGís website.
Through this bundled package, the team aimed to capitalise on the existing foot traffic, encouraging visitors to explore the museum on game day.
In addition, offering reserved seating would incentivise individuals to explore the museum without concerns about securing a seat.
Key updates
• MCG website to display promotion
• Website to provide instructions on Sign up
• Easy event tagging on social platforms
Once at the exhibit, the team would utilise the existing NFC-activated technology wristbands. The team plan to enhance the visitor experience by introducing interactive leaderboards at exhibit games, generating engagement through gamification and offering prizes for the ultimate winner.
To attract recurring visitors, our plan involves rotating exhibitions in alignment with different sports seasons.
Key updates
• Train staff to run event
• Add leaderboards to existing games
• Rotate exhibitions for revisits
Part 3: (During the game) In-stadium challenges
During the match, there are multiple opportunities for challenges and competitions between gameplay. Utilising the existing NFC technology from the museum, tags could be positioned behind the stadium seating.
Attendees could then tap their phones to participate in the challenges or competitions, fostering crowd engagement and providing an opportunity to collect basic information such as emails for future marketing purposes.
Key updates
• Staff to guide people in reserved seating
• Tags placed behind seating
• Half-time competition
• Fan engagement activities
Process & what I did
(7min read)
I planned an online survey & discovered there was a lack of awareness of the museum’s existence.
I needed to gain insights into visitor preferences, behaviours and the factors that influence their choices. Therefore, an online survey was developed to find out.
After receiving 37 responses from a diverse audience, key influencers for individuals attending social events emerged.
The results were:
• 82% of people relied on word of mouth for outings
• 91% of participants enjoy a day out in a group setting
• 78% of participants would learn about the experience through social media
A contextual inquiry showed the updated interactive experience surpassed people’s expectations.
A comprehensive contextual inquiry was conducted to analyse the interactive experiences and visitor engagement with the newly updated exhibits.
This research approach aimed to determine whether the renovation met visitors’ expectations. 9 patrons were observed engaging with various multimedia displays, games, and features. These displays were intuitive for both older and younger visitors.
The findings revealed the museum offered highly interactive and engaging experiences, thereby eliminating any concerns regarding the overall quality of the exhibits.
The team established an archetype named Damo.
Meet Damo: The FOMO-venturer
Damo: The FOMO-venturer
I discovered users are driven by connection, thrill & sharing experiences
Needs / Likes
Desires novelty & unique experiences, seeking adventure
Finds joy in connecting with like-minded individuals
Passionate about sharing their experiences with others on social media
Pains / Dislikes
Gets bored easily
Prefers taking photos before reading descriptions
Constantly seeks new adventures
After some unexpected user feedback, the team changed solution directions to a service redesign
A pivot from a social media campaign to a service redesign after user feedback
The team initially proposed a social media campaign to promote a sports-themed mobile game that would encourage users to register and participate.
• Users could earn prizes
• Implementation of leaderboard
• Competition promotion through social media
However, after conducting contextual inquiry, competitive/comparable analysis, and receiving user feedback, the team realised that a different approach was needed.
As a result, it was decided that a service redesign was needed.
I compared the current vs improved customer journey
I mapped out the current user journey
Scenario
Damo, a die-hard sports fan, eagerly awaits the upcoming local derby between his beloved Hawks and Collingwood this week. He’s determined not to miss the excitement of what promises to be a blockbuster match. Anticipating a large crowd, he plans to arrive early with his friends to secure prime seats.
When a friend shares a promotion for the Australian Sports Museum’s game day experience, featuring competitive games, prizes, and reserved seating, Damo’s interest is piqued.
Expectations
Clear, concise information
Ability to compare loans
Mortgage broker to take the hassle out of refinancing
Next, I mapped out the improved journey
Key updates
The modifications to the touch points at the Australian Sports Museum promise to enhance the overall visitor experience by creating more intuitive and engaging interactions throughout the exhibition spaces.
These changes are:
Ticket purchase with enticing discount
Sign up page
Social media share option
Outdoor signage
I compared the current vs future state
Key updates
The modifications to the touch points at the Australian Sports Museum promise to enhance the overall visitor experience by creating more intuitive and engaging interactions throughout the exhibition spaces.
These changes are:
Ticket purchase with enticing discount
Sign up page
Social media share option
Outdoor signage
A reflection on the Australian Sports Museum Service redesign project
Reflection: Prioritising further user testing for deeper insights and more refined solutions
The service redesign for the Australian Sports Museum has been learning and transformative journey.
The team initially planned a social media campaign but later pivoted towards a service redesign consisting of specific UI designs and service blueprint.
This UX redesign expanded my skill set and understanding of the complex intersection of history, technology, and user experience.
If the team had more time, I would priortise further user testing.
Key outcomes & results
The teamís research revealed a key factor contributing to the lack of visitors: a lack of awareness
Through usability testing, we discovered engagement concerns, ëgimmickyí mobile game & clarity on prizes
By leveraging existing foot traffic and exhibits, the team successfully develop a more sync game day experience
What I learnt
Even with a $17 million renovation, increased visitors aren't guaranteed. It's all about raising awareness
Early feedback from users is crucial for guiding the team in the right direction or determining if a pivot is necessary
As I embark on my UX journey, I will embrace challenges as opportunities for growth and remain adaptable to always ready to pivot in a new direction.