For the digital fan engagement project at the Australian Open (AO) followed a human-centered design (HCD) 'double diamond' model. The process involved extensive global qualitative and quantitative research, engaging fans, industry experts, competitors, and stakeholders from TA.
The initial research phase encompassed comprehensive industry and competitor analysis, ensuring a deep understanding of the fragmented digital channel landscape and evolving fan expectations. Over 2,000 participants from various age groups and fandom levels were involved in the research, which provided key insights into fan needs and preferences.
Using the insights gained, we developed a fan-centric framework called DFE (Digital Fan Engagement) that served as a guiding principle throughout the project. The framework consisted of four layers: Motivators, Behaviours, Channels, and Content. Each layer contributed to a deeper understanding of fan engagement and facilitated the creation of targeted and valuable experiences.
Based on the framework, we identified opportunities to enhance fan engagement and implemented personalised strategies. The design solution included tailored content and advertising based on fan profiles and preferences, dynamic AO app and website experiences directing fans to relevant player interactions and content, targeted advertising campaigns optimising conversions, and offering relevant upsell opportunities during the ticketing journey.
The final design was implemented through collaboration with stakeholders, including AO organisers, TA, players, and technology partners. It involved the integration of digital platforms, immersive technologies, and data-driven insights to ensure a seamless and immersive fan experience.
Throughout the design process, we adhered to professional design standards, ensuring a comprehensive and systematic approach. The project met and exceeded the design brief by effectively addressing the identified challenges, developing innovative and personalised solutions, and enhancing the overall fan experience at the AO.