MAVS Gameday

What is Dallas Mavericks

The Dallas Mavericks (often referred to as the Mavs) are an American professional basketball team based in Dallas. The Mavericks compete in the National Basketball Association (NBA) as a member of the Western Conference Southwest Division. The team plays its home games at the American Airlines Center, which it shares with the National Hockey League's Dallas Stars.

My Role

I worked as a generalist UI/UX designer with a Lead Product Designer. I was responsible for the product design, visual design, UX design.

The problem

Fans only use the application for a specific purpose; to buy tickets, get latest news, and stay updated about the games. MAVS want this app to be their fan’s companion and provide a seamless and enjoyable experiences like finding seats, ordering food etc, when attending a Mavericks game.

Research Plan

To make the app more useful I needed to learn how a usual game day looks like for an average MAVS fan. To understand that I created a research plan to identify the different groups of users and interviewed them about their day and the problems they have that we can potentially solve

Interviews

I interviewed 7 MAVS fans from different areas and different demographics like Age, Gender, Socioeconomic Status (Spending Habits), Geographic Location (Different Areas), Level of Fandom (Number of Games attended). This was to figure out how a usual game day looks like and the problems users face on a game day starting from their homes, buying tickets, to reaching the stadium, finding seats, ordering food and watching the game. This interview process also helped us to figure out some opportunities to integrate in-stadium stores.

Defining the Problem

After a series of interviews I started using the information to define the problems that the users we're facing.

Empathy Maps

Based on the interviews I created empathy maps for each user to highlight key findings.

User Personas

In addition to the empathy maps, user personas were developed to encompass various user groups, ensuring that the identified problem is effectively addressed with a comprehensive approach that caters to the diverse needs and preferences of these users.

User Stories

Furthermore, a set of user stories were crafted to cover a range of user scenarios. These user stories serve as narratives that encapsulate the specific needs and behaviors of different user segments. This approach guarantees that the proposed solutions align with the real-life experiences and expectations of a diverse user base.

Game Day Flow + User Journey Map

Additionally, for the game day user flow, we created an aggregated user journey map that focuses on the most crucial touchpoints in the user experience. This map illuminates key moments where users encounter challenges and provides valuable insights into their thoughts and emotions during those critical junctures. By thoroughly understanding these issues and the user feedback gathered along the way, we can effectively address pain points and enhance the overall game day experience.

Ideation Phase

Brainstorming Solutions

While brainstorming, coming up with solutions and trying to solve individual problems we discovered these are all connected.

The idea of GAME DAY EXPERIENCE came up.

Game Day Experience

This Gameday experience was supposed to take the user through the journey that we established in the interview phase. The areas that our app can help with are as follows:

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Buy Tickets if you haven’t and find the perfect seats for your friends or family

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Decide how you want to reach the stadium and get the optimized map

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Find the best parking spot that is closest to the entrance closest to your seat and also help remember where the car is parked

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Integration with DART and UBER to figure out the best drop-off location and entrance

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Order Food and watch real-time stats of the game and Participate in the activities.

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Shop for MAVS Gear.

Breaking it down to Use Cases

Before moving forward I broke everything down in to Use Cases and figured out user flows to solve these problems separately while keeping in mind the context of the feature as a whole.

Bringing it all together into a final User Flow

After solving individual problems I started bringing it together based on the research findings about the game day users go through.

Design and Prototype

After a series of Design pattern explorations, Wireframes, Low Fidelity, High Fidelity Prototypes, and a number of Iterations I came up with the final prototype.

1. Dedicated Section for Gameday

2. Enter Ticket Details

3.1. Walking Flow

3.2. Driving Flow

3.3. DART Flow

3.4. UBER Flow

4. Gameday Homepage

Drag