UNDERSTANDING THE USER & CREATING EMPATHY
How Might We…?
USING DESIGN THINKING TO UNCOVER INSIGHTS
My team led the two-day innovation workshop with the Orlando Magic staff where we gave the Orlando Magic staff the understanding of how to walk a mile in the shoes of their fans. The workshop was highly participatory and focused on each of the four different personas that we identified and developed.
The workshop was designed to help participants gain empathy for their fans as well as other departments in the organization. We had the Orlando Magic staff work together in teams to generate ideas and to build on the ideas of other teams.
Surfacing Fan Pain Points
Once we had “brain dumped” every user pain point we could, we grouped them into themes that allowed us to recognize the various areas where user pain points existed. We then narrowed those themes down to the top three for each persona and selected the top pain points that encapsulated the theme. At this point, we had a deep understanding of the user, their top pain points organized into themes or areas of focus
Based on the pain points we discovered and the How Might We questions guiding us, we began brainstorming ideas that solved those problems. We divided into teams and quickly iterated products and new features for existing Ticketmaster products.
Using an “Idea Template” we were able to answer key questions and highlight specific benefits for each idea the team generated. Each team then presented their ideas as if they were pitching on “Shark Tank,” just to add some fun to it. In the end, we voted individually on the ideas that we felt best solved user needs.
Wireframes & Solutions
COMPOSING SOLUTIONS THAT DELIGHT THE USER
A Suite of Solutions
We were able to develop several ideas including three prototypes that represented significant product updates:
• TM ONE Today: This is an add-on to a popular B2B app called TM ONE that solves several issues many customers face each event.
• Virtual Venue: Using virtual reality we devised a way to allow fans to immediately upgrade their experience to court-side seats with a tap.
• Magic Chatbot: This is a chatbot where the Orlando Magic mascot “Stuff” educates fans and allows them to customize their experience before they enter the arena.