Design sprint team project
Brief description:
- By introducing an AR wayfinding feature, to improve & leverage the engaging experiences within the MLB ballpark app.
- The MLB app offers several features, including your ticket wallet, upcoming games, and the stadium map.
- Understanding what users are expecting within a stadium during a game day( find parking spots, seats, food vendors, restrooms, events, etc.)
The Problem:
When you’re hungry in a baseball stadium, you either don’t know what you want to eat, or know what you want but don’t necessarily know the best way to get to the relevant food stand, or you just want to know what concession stands are closest. This app will help stadium visitors locate food quicker and in a fun and engaging way.
The goal:
Creating an immersive wayfinding experience letting a baseball legend help lead the way to our user’s food choice.
Our app:
In this project, we use generative (competitive analysis, attitudinal research surveys), behavioral (usability testing), and evaluative (app reviews) research methods. By identifying our research problem using user flow analysis and “How might we” statements, we could explore the user journey, discover their needs and pain points to provide clear and immersive navigation or digital mapping services within the stadium.
These research methods would enable us to gather more insightful data, which establishes a comprehensive understanding of users’ needs and expectations regarding indoor navigation at ballparks.
SWOT Analysis:
Challenge goals:
- Understanding what users are expecting within a stadium during a game day( find parking spots, seats, food vendors, restrooms, events, etc.)
- Exploring AR navigation and interactive designs, discovering users’ pain points and needs for stadiums navigation.
- Improving the engaging experiences within ballparks.
- Creating more intuitive AR features could help customize MLB fans ticket booking and navigate paths within ballparks.
- Evaluating the features of other wayfinding apps, particularly for indoor navigation.
User Research:
Clarifying Affordances:
Usability testings & Iteration process:
During the iteration process, we designed our first prototype based on data we collected with different user research methods, then user flows & wireframes provided the structure of the user experiences for our AR concept. Regarding the UI design, we looked for references to build up basic UI elements & interactive states.
After we tested our first prototype on users, we collected both positive and negative feedback and reactions from them. Made changes and decisions for the 2nd round.
For instance, we added more coaching overlays, removed blurry background and transparencies, clarified affordances, improved AR wayfinding experience with more clarity/ legibility, etc.
After several rounds of iteration, that made us through the final demo as presented. The major takeaway of our project is that we trying to figure out how to implement an immersive concept for MLB fans to provide a clear and interactive wayfinding experience at the ballpark. With comprehensive user research, in-depth usability testings, and iteration design process, what we presented today is the solution we proposed.
Conclusion:
Throughout the collaboration with our team members in this project, I gained practical experiences in an end-to-end design process. We equipped ourselves with a problem-solving mindset, aiming to create meaningful, easy-to-use, immersive digital experiences on cross platforms.
From user research, data analysis, affinity diagram, storytelling, iteration, prototype, wireframe until the final launch, all of our team brainstorm our design proposals to our team members and other stakeholders, we make decisions with a bigger picture in mind not just for design, but also how to coordinate effectively with clients and R&D teams, to ensure we’re all on the same page.
