STADIYUMMM

UX/UI Design | Digital Prototyping | Software: Adobe XD

This project explored user experiences and interfaces of a speculative interactive digital product. I developed a unique concept, defined user personas, identified key functionality, developed wireframes, and tested product flow and navigation with future users through iterative prototyping.

Concept Development

When developing STADIYUMMM, I started by working to identify a problem that could be addressed with a digital product. I used personal reflection, market research, and peer interviews to identify needs and validate my initial ideas. After socializing my concept, I wrote a creative brief outlining the audience and product goals to guide my design process.

You arrive at a stadium or event venue you’ve never been to, but you don’t know where the cool concessions, stadium features, restrooms or first aid are located.

01 Problem / Rationale

Maps
Ratings of specific concessions stands, food items or stadium features

02 Initial Product Features

Event attendees
Stadium and event venue staff

03 Potential Audience

You arrive at a stadium or event arena that you have never been to, but you do not know where the cool concessions, stadium features, restrooms or first aid areas are located. STADIYUMMM provides a one-stop app to find all of the important information during your event.
We are talking to any person who regularly attends events at multiple stadiums and/or arenas. Other specific audiences would be individuals responsible for large group outings to stadiums and/or arenas as well as individuals traveling to a city and attending an event at a stadium and/or arena that is not their “home” arena.
It is important for our audience to be able to move around the stadium/arena easily and directly to minimize the time spent missing out on the action of the event they are attending.
We want our users to be able to easily find the stadium/arena information they are looking for within the app as well as providing feedback and recommendations to other users of the app.
We will be successful if we are able to provide accurate information about stadium and arena features that is clear to understand and easily accessible by our users. STADIYUMMM will also be successful if we have high user engagement that works to verify our information and provide ratings/reviews.
They should trust STADIYUMMM because no other app provides one comprehensive space for event attendees to access information for multiple stadiums and arenas that is user-verified.
Our competition is any app that provides information about event experiences at stadiums and arenas across the country. This could be stadium-specific apps that already exist by providing information for their sole location or apps that provide user-generated information for a number of locations, such as Yelp.

04 Creative Brief

User Personas & Functionality

I developed two primary user personas and began to outline a case as to why and how they might use STADIYUMMM.

Key Functionality

Create an Account
Explore a Venue
Curate an Experience
Earn Rewards
Redeem Rewards

Wireframes & User Journeys

After developing my concept, understanding user personas, and identifying the key functionality of my product, I began to transition from designing the user experience to designing the user interface. This was the time to put pen to paper and begin ideating.

I began by sketching low-fidelity wireframes on paper and iterating on the user journey as I migrated to digital prototypes. These iterations allowed me to conduct various rounds of user testing on my product before a final product design. In my wireframes, I focused on content, navigation, and the visual hierarchy of each screen.

User Testing

Design, especially in a digital environment, is an iterative exercise. Once I migrated to a digital prototype, I conducted three user tests to learn more about my product and improve the user experience and interface.

“I like that I was able to go into an arena and get a feel for what type of concessions or stadium features exist while also personalizing my experience through favorites and rewards.”
- User Testing Response

“The navigation process was simple, but you might consider emphasizing how to earn rewards in more places throughout the app. I am more likely to submit a review if I know I can earn rewards.”
- User Testing Response

Visual Identity

The final stage of developing STADIYUMMM was designing and applying a visual identity to marry the functionality and aesthetic. This visual identity came together through color, typography, copy and images.

Informative: Our users are interested in having up to date information about the stadiums and event venues that they are exploring. The visual approach is meant to communicate important information quickly and in a fun and rewarding way.
Fun: Our users often spend their disposable income on sports and entertainment events. Attending these events requires an increased level of hospitality. We want to provide a fun and inviting visual environment that keeps our users coming back again and again.
Rewarding: Our platform partners with sports and entertainment venues to help create a more inclusive and rewarding experience for our users. Our users are rewarded as repeat customers and incentivized to participate in the complete experience.

01 Visual Themes

02 Icons, Typography & Color