Designing a Fan-First Digital Experience
Designing a Fan-First Digital Experience
The Opportunity
The Opportunity
Create a world-class website for the Mercedes-Benz Stadium that can flex to support a breadth of marketing and sales objectives, from recruitment and brand awareness to sponsorship and event sales.
Industry
- Sports & Entertainment
Project
- Website Design & Build
Deliverables
- SEO Optimization
- Content Strategy
- Custom Insights
- Experience Design
- Responsive Design
- Web Development
- Analytics
The Solution
Understand
Understand
A robust discovery phase included business requirements, capabilities, content, and user experience interaction models. With our clients, we prioritized each requirement across user need, business impact, and technical difficulty for each of the stadium's three main franchises: Mercedes-Benz Stadium, Atlanta Falcons and Atlanta United brands.
Plan
Plan
Macquarium planned for the unexpected. We mapped out a 12-month post-launch roadmap anticipating the known and unknown obstacles of exponential traffic growth and additional franchises.
Execute
Execute
We identified a system of mobile-first content modules that allowed for flexing experience, lead-gen, and marketing for the stadium's family of brands.
The Outcome
Mercedes-Benz Stadium launched a website that supported the growth of the stadium and the changing requirements of the various stakeholders. Our flexible design allows the internal team to quickly create, update and manage the digital fan-first experience to meet ongoing business needs.
Percentage of Personal Seat Licenses sold during the pre-opening phase.
The site helped facilitate the sourcing of talent, including ushers, security, customer service and maintenance personnel.
Webby Awards
2018 HonoreeWebsites, Best User Experience
