SarahL Research & Design

The College Football Hall of Fame

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Screen Shot 2019-03-12 at 10.08.30 PM.png — Client: Student project for The College Football Hall of Fame
Team: Kelley Le, Courtney Dodd, Timothy Kelley
Role: User Experience Designer and Researcher
Tools: Adobe XD, Sketch, Invision

The Challenge: The College Football Hall of Fame(CFHOF) could use better engagement with the brand, increasing interest, awareness, memberships and ticket sales

The Problem: College football fans need a way to know what the CFHOF has to offer but there is no mobile application to connect the gap.

The Hypothesis: We believe that by creating an informative app for users, ticket sales will increase and users will understand what the CFHOF has to offer.

Screen Shot 2019-03-12 at 10.07.59 PM.png — We planned for a two week design sprint and assigned roles to each team member

Screen Shot 2019-03-12 at 10.10.21 PM.png — A little overview of our design process

Screen Shot 2019-03-12 at 10.10.45 PM.png — Background research in the field

Attending the CFHOF as a guest gave us several insights into everything that it has to offer :
We kicked field goals
Observed attendees and noted their interactions
Spoke to a CFHOF team member
Interacted with the digital fan zone
Read about the Hall of Fame inductees to get a full understanding of the mission of the CFHOF

Screen Shot 2019-03-12 at 10.11.16 PM.png — Our initial research lead us to the problem. Now we need to test it some more.

Screen Shot 2019-03-12 at 10.12.18 PM.png — First, we sent out screener survey’s to find interview participants

Screen Shot 2019-03-12 at 10.12.38 PM.png — Key insight: The most avid college football fans were barely interested in attending because of a lack of knowing what was inside

Screen Shot 2019-03-12 at 10.12.57 PM.png — I conducted several interviews and received interesting feedback

Interviews were held in-person and over the phone based on what was most convenient for our participants.

Screen Shot 2019-03-12 at 10.14.35 PM.png — The trends became clear through data synthesis

Screen Shot 2019-03-12 at 10.15.01 PM.png — And we formed key insights.

Screen Shot 2019-03-12 at 10.15.40 PM.png — Based on our research, two personas formed

Let’s focus on Jon for now.

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Screen Shot 2019-03-12 at 10.16.29 PM.png — As a team we time boxed a design studio session and then moved into wire frames

Screen Shot 2019-03-12 at 10.17.17 PM.png — Features highlight:

The ticket icon is in the upper right corner because that will engage fans more easily with the CFHOF and align with the business needs to increase engagement with ticket sales

Screen Shot 2019-03-12 at 10.17.35 PM.png — Feature Highlight:

Jon, the primary persona, is a student with a pain point related to high ticket prices. With an offering of a student discount, we can ensure to him that this experience will not go over his budget.

Screen Shot 2019-03-12 at 10.18.22 PM.png — I tested our theory in Invision during Usability Testing

It solidified some features and also gave the design team some next iterations to make.

Screen Shot 2019-03-12 at 10.19.04 PM.png — I synthesized the data to form key insights and communicated them to the design team

Screen Shot 2019-03-12 at 10.21.02 PM.png — The team made iterations to better serve our user needs.

Screen Shot 2019-03-12 at 10.21.29 PM.png — Iterations are also made with the business goals in mind.

Screen Shot 2019-03-12 at 10.22.06 PM.png — Now with this app, users will know more about the CFHOF and the Hall will reap those benefits

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