1. Competitor Analysis & User-Centric Questions: We kicked off the research by asking: "What are other leading sports teams doing for venue information within their apps?" and "What are the most common fan questions?" I immersed myself in over 15 NHL, NBA, NFL, MLB, and MLS team apps. The experiences of the Golden State Warriors/Chase Center and the Milwaukee Bucks/Fiserv Forum stood out for their seamless navigation and intuitive flow when answering common user queries like "What is the venue's bag policy?" or "Where do I park?" This extensive competitor analysis provided crucial inspiration for our new design.
2. Defining User Journeys & Streamlined Wireframes: This research informed multiple rounds of user journey mapping. We ultimately converged on three key user journeys: potential ticket buyer, pre-event goer, and in-venue user. Initially, we explored customizing experiences based on login status or ticket ownership, but quickly realized this approach was overly complex and veered too close to a member portal. We pivoted back to simplicity, focusing on addressing the most frequently asked fan questions at each stage of their journey. My goal became to create an experience so intuitive and smooth that users wouldn't even notice the design.
3. Strategic Integration & Content Placement: The solution involved consolidating SAP Center and San Jose Sharks content. I proposed leveraging the existing "Tickets" tab in the bottom navigation, which was redundant given our "Schedule" tab also offered ticket purchasing. This freed up valuable real estate to host the new, unified SAP Center experience, bringing critical venue information to a prominent, easily accessible location.
4. Aligning Mobile with Web Experience: This app redesign directly followed the overhaul of sapcenter.com, allowing us to build on the lessons learned from the website's new sitemap and user data. Recognizing that mobile and web interactions differ, we aimed for consistency in information architecture. The app's layout mirrored the website's logical flow, ensuring users could find what they needed quickly, regardless of platform. This consistent experience was also extended to the Tech CU Arena experience, with minor modifications, to ensure that whether attending a Barracuda or Sharks game, users would find information in the same intuitive locations.
