"Arsenal FC Hospitality Experience" is a Delivery project created as part of my job as a product designer at Amdocs XDC. In this project, I worked in a group of 6 designers.
My part in the project was creating the benchmark research, and understanding how hospitality systems look and function in a variety of clubs and sports around the world. In the next phase, I was part of the concept team, creating UI Screens and flows.
In the concept phase of the project, our design team included: PM, design lead, and myself. In the detailed design phase, 3 more designers were added to the group in order to create all 15 screens from the client brief
The market research phase was divided into 3 areas:
1. Sports areas: Testing and researching how such systems look and function in different places. The research was based on examples not only from England - Arsenal's direct rivals, but also from Germany, Spain, Italy and similar systems from American sports
2. Airlines companies: The second step was to see how airlines solved the challenge of premium experience, with an emphasis on the experience of buying first-class flight tickets.
3. Boutique hotels: How does the online shopping experience of a premium accommodation experience in the world's leading hotel chains look like
1. Sports areas: Testing and researching how such systems look and function in different places. The research was based on examples not only from England - Arsenal's direct rivals, but also from Germany, Spain, Italy and similar systems from American sports
2. Airlines companies: The second step was to see how airlines solved the challenge of premium experience, with an emphasis on the experience of buying first-class flight tickets.
3. Boutique hotels: How does the online shopping experience of a premium accommodation experience in the world's leading hotel chains look like
From each one of those areas we got into a conclusion sentence that gave us the UX Principles that will lead us in the whole project (cannot be shown here due to the privacy policy of the club and company)
After the benchmark phase, We defined the pain points of the current system in order to make a whole uplift for the new design and got to the following pain points:
1. Outdated experience and design of the existing portal2. The overall look & Feel of the existing portal does not convey enough of the "High-End" and premium standard, which is the target audience.
3. Alignment with Club system: Premium service purchases should be aligned and linked with the existing club third-party ticketing system.
4. Inability to Support multiple purchases.
