designing a new 

designing a new 

 app feature 

app feature 

for MLB Ballpark 

for MLB Ballpark 

Process at a Glance:

Process at a Glance:

Product Type:
Mobile app feature to order concessions and merchandise 
(Existing app: MLB Ballpark - Fenway)

Product Type:
Mobile app feature to order concessions and merchandise 
(Existing app: MLB Ballpark - Fenway)

Problem:
Fenway Park attendees need a way to conveniently find and buy merchandise and concessions because it's difficult to know all the options available.  

Problem:
Fenway Park attendees need a way to conveniently find and buy merchandise and concessions because it's difficult to know all the options available.  

User Experience Solution:
We believe that creating a feature in the MLB app for browsing and purchasing merchandise and concessions will facilitate a more enjoyable ballgame experience through the app.   

User Experience Solution:
We believe that creating a feature in the MLB app for browsing and purchasing merchandise and concessions will facilitate a more enjoyable ballgame experience through the app.   

Business Benefit:
Better accessbility to merchandise and concessions will increase ballpark revenue and provide statistics on attendee preferences and trends. 

Business Benefit:
Better accessbility to merchandise and concessions will increase ballpark revenue and provide statistics on attendee preferences and trends. 

Study the Existing App.
We learned about existing app features, its UI and branding, and how we could prominently but smoothly integrate our feature in order to retain existing users and gain new ones. 

Study the Existing App.
We learned about existing app features, its UI and branding, and how we could prominently but smoothly integrate our feature in order to retain existing users and gain new ones. 

Learn about the Audience.
We interviewed ballpark enthusiasts and the occasional game-goer to find out what makes or breaks experiences at Fenway, as well as what would enhance getting food and gear.

Learn about the Audience.
We interviewed ballpark enthusiasts and the occasional game-goer to find out what makes or breaks experiences at Fenway, as well as what would enhance getting food and gear.

What can we study in comparison? 

What can we study in comparison? 

We looked at sports apps like ESPN, CBS, and ABC, but none offered concessions- and merchandise-ordering features we could study. I suggested we focus on non-sports apps that have a concessions and merchandise feature, as well as apps with well-known ordering processes and we studied these instead:

We looked at sports apps like ESPN, CBS, and ABC, but none offered concessions- and merchandise-ordering features we could study. I suggested we focus on non-sports apps that have a concessions and merchandise feature, as well as apps with well-known ordering processes and we studied these instead:

Key Takeaways.

Key Takeaways.

Makes a good experience:
• In-app payment methods
• Placing orders for pick-up or delivery
• Easily browse availability
• Dietary restriction notes on menus

Makes a good experience:
• In-app payment methods
• Placing orders for pick-up or delivery
• Easily browse availability
• Dietary restriction notes on menus

Breaks a good experience:
• Waiting in line and missing the game
• Limitations of cash-only vendors
• Poor markings for food allergies 
• Not knowing "who carries what stuff"

Breaks a good experience:
• Waiting in line and missing the game
• Limitations of cash-only vendors
• Poor markings for food allergies 
• Not knowing "who carries what stuff"

Developing a better user experience for getting concessions and merchandise:
• Build on widely-used design patterns to expedite ordering and checkout processes
• Don't force choices between [enjoying food / merchandise] and [missing the game] 
• Facilitate easier selection for those with dietary restrictions or allergies
• Allow for searches / selections by location OR by desired item

Developing a better user experience for getting concessions and merchandise:
• Build on widely-used design patterns to expedite ordering and checkout processes
• Don't force choices between [enjoying food / merchandise] and [missing the game] 
• Facilitate easier selection for those with dietary restrictions or allergies
• Allow for searches / selections by location OR by desired item

To ensure no resources were wasted, we started small and tested our ideas as we got more specific with them. 

After feedback from basic sketches, we moved to paper prototpe simulations, and then created wireframes and mockups from which to build a prototype.

To ensure no resources were wasted, we started small and tested our ideas as we got more specific with them. 

After feedback from basic sketches, we moved to paper prototpe simulations, and then created wireframes and mockups from which to build a prototype.

Continue soliciting user feedback and implementing updates!  

Continue soliciting user feedback and implementing updates!