Case Studies
Overview
Leading journey mapping with MLSE management to understand the end-to-end ticket purchase and game day experience for Toronto FC fans.
Creation of a member centre to collect user data with the goal of improving Toronto Maple Leafs fan experiences and informing marketing initiatives.
Design of a proprietary audio / video uploading and editing tool to improve the publishing experience for news and entertainment producers.
Case Study
Toronto FC Journey Mapping
In spring of 2016, I assembled a working group of over 20 people at various levels to capture the end-to-end customer experience of purchasing tickets and attending a Toronto FC game for two key fan segments. The objective of this work was to identify ways to improve season seat-holder retention rates, to inform Toronto FC's mobile & digital strategy and to help align departmental strategies.
This was the first major journey mapping initiative undertaken at MLSE, and it was important to convince business leaders of the benefits of the approach. Acting as internal consultant and project lead, I wrote and presented the project proposal to executive leadership and held preliminary needs meetings with stakeholders. I worked with my design analyst to develop, plan and facilitate five different workshops, working schedules around the availability of various key participants. Collaboration with various members of the Business Intelligence team was critical in order to gather customer and market research, and develop personas.
Product of a touchpoint mapping workshop
The process involved:
The Toronto FC journey mapping project has helped to inform longer term digital strategies for both BMO Field and Toronto FC. In addition, a quick win has already been realised through the decision made by managers (in-workshop) to provide more digital information and email about stadium features and food items. The addition of food features to game-related emails has resulted in significant sales lifts for featured items.
Besides highlighting opportunities to improve MLSE’s own services and amenities, the sessions underscored the severity of post-game crowding in the GO train tunnel. By raising awareness of the impact of tunnel congestion on fan experience, customer retention, and fan safety, the project incited senior leaders to be more active in lobbying for change. While not a quick fix, I am proud to have encouraged action on an important issue previously given little priority.
Strategic Workshop Sessions
Context Mapping
Printed journey map during a collaborative solutions session.
Case Study
Leafs Preference Centre
In order to deliver relevant content and offers to fans, you need to know more than simply names and emails. The Leafs Nation Fan Preference Centre project was launched to support the CRM and Marketing teams in collecting more detailed information about Leafs fans and customers and integrating this data with existing systems. The resulting product was a responsive web membership centre that allowed users to create personal profiles that made them eligible for giveaways, contest entries and exclusive content.
Wireframes for mobile & desktop web, and the live Phase 2 design.
As one of my first projects with MLSE, I was initially responsible for wireframing all mobile and desktop screens. (This needed to be done quickly in order to have detailed examples available for vendor negotiations.) Limited resources and tight turnarounds in Phase 1 required me to extend my role beyond UX to include some UI design, QA and UAT.
The team on this project persevered to overcome several challenges including tight initial timelines, working with three different vendors across multiple time zones, complex technical integration, naming issues, and high stakeholder expectations. JIRA was used to keep track of all aspects of the project.
Following the launch of Phase 1, adjusted budgets, vendors and resourcing meant that I could take on a less tactical role in Phase 2, acting as Design advisor for the new project team.
Page flow sample - whiteboard sketching session
Mobile wireframe
Phase 2 of the Leafs Nation Preference Centre was rolled out in Fall 2016 with an updated look and new brand extensions for the Toronto Raptors and Toronto FC. Since launching, the MLSE Preference Centre has been successful in significantly growing MLSE's fan database, and providing the Business Intelligence team with more information about MLSE's team fans. Feature enhancements are planned for future releases.
The live product (Phase 2) can be found at leafsnation.club
Selected wireframes from Phase 1 of the Leafs Preference Centre
Case Study
CBC Digital Content Studio
The Digital Content Studio product team was assembled in 2009 at CBC to develop the foundations for a large-scale digital News and Audio / Video redesign initiative. The team’s initial project, labelled Media Gateway, was launched in an effort to deliver a solution for show producers to efficiently cut and publish video and audio clips, in a way that would seamlessly integrate with the company’s proprietary CMS.
I was the lone IA / UX resource assigned to the project, and worked primarily with a team of 4 developers and one project manager, although task analysis involved interaction with producers throughout the organization, both in Toronto (on-site) and across Canada (via web / video conference).
Content Types
Task Analysis
The development team did end up using the wireframes to create a working prototype of the media uploader and thumbnail cropping tool, however the project was cut short. A shift in management half-way through the project led to a decision to upgrade the entire CMS and partner with a new video technology vendor. The work of reviewing the journalists' pain pain points, however, was useful in validating the features required of the new system. The team later worked together to develop standard Radio and TV show templates to improve efficiency and brand consistency.
Media Gateway wireframes (selected)
CBC Media Gateway - Wireframe Detail
