Rob Harrigan | AI, Design & Branding
Rob Harrigan | AI, Design & Branding
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Stadium as a destination

Build a global sports brand
Create a fully integrated stadium experience that combines IBM’s technical infrastructure with a fully connected user-centric offering that combines commerce, fan-generated content, year-round engagement, and logistics.

Here, near & far
Approaching the project I tailored the experience to three macro user groups: fans at the stadium, fans around the stadium, and AS Roma’s global fan base and demonstrated how our data could personalize their experiences.

Role
Visual Design
Pitch Strategy
UX Direction
Creative Direction

  Define a “One IBM” Product  Worked with IBM leads from Infrastructure, Security, Logistics, and iX to set a working release pattern for projects where IBM owns the implementation from end-to-end, from network infrastructure and build to deliver an effortless fan experience.

Define a “One IBM” Product
Worked with IBM leads from Infrastructure, Security, Logistics, and iX to set a working release pattern for projects where IBM owns the implementation from end-to-end, from network infrastructure and build to deliver an effortless fan experience.

  Data is power  Designing user experiences for massive infrastructure requires thinking mostly about data: what data we have, what we are doing with it and how that is making our user’s match day experience more personalized and contextual. A data journey is out input/output of the macro user journey.

Data is power
Designing user experiences for massive infrastructure requires thinking mostly about data: what data we have, what we are doing with it and how that is making our user’s match day experience more personalized and contextual. A data journey is out input/output of the macro user journey.

  Stadium as hero  AS Roma is positioning the new Stadio della Roma as a global soccer destination and I worked on a strategy that uses the stadium as a digital anchor to frame all their digital interactions with the fan base. The approach helps bring fans closer to the center of the team and creates a sense of a global team hub.

Stadium as hero
AS Roma is positioning the new Stadio della Roma as a global soccer destination and I worked on a strategy that uses the stadium as a digital anchor to frame all their digital interactions with the fan base. The approach helps bring fans closer to the center of the team and creates a sense of a global team hub.

  Here, now  Locational awareness unlocks functionality within the experience when fans are at matches in the Stadio. Fans receive personalized offers, directions, and nudges as user-generated content filters outward to bring the global fan base closer.

Here, now
Locational awareness unlocks functionality within the experience when fans are at matches in the Stadio. Fans receive personalized offers, directions, and nudges as user-generated content filters outward to bring the global fan base closer.

The story of "One IBM”

The story of "One IBM”

This pitch outlined the structure and created a repeatable story that highlights the benefit of an experience where IBM owns the entire delivery ecosystem and help reposition IBM in the client’s eyes a design-forward business.

Reusable white-labeled data journey map leveraged for Atlanta Falcons stadium pitch & win.

+5 Client presentations built from story template including Tottenham Hot Spurs, NFL Hall of Fame & more