Ottawa Senators
SSE (Senators Sports and Entertainment) was looking for an in-depth analysis of the season ticket holder experience in order to optimize the service experience.
As experience designer my responsibilities included: Understanding the journey from the perspective of the user and what the business feels the user’s journey is through user interviews
Facilitation of stakeholder and persona workshops
Building cultural buy-in to support a user-centered environment at SSE, through persona and experience map development
Carefully assess research findings to identify areas of opportunity for SSE
Taking the journey with the customer
To grasp the Senators customer experience, we conducted interviews with season ticket holders about every stage of the experience lifecycle, from online account set up to game preparation and package renewal. Following the interviews, a thorough metaanalysis was performed to find quantitative trends.
Customers weren’t always the ones going to games
We identified three customer personas (one of which is shown here), each with distinct and unique experiences. We captured these journeys and overlayed them in the experience map to highlight where the highs and lows for each persona were.
Below the journey, we contrasted the existing experience and an ideal experience to drive home all the opportunities for improvement.
A roadmap for improvement
To display the research findings we visualized the data as a journey map which outlined the experiences of season ticket holders and their potential ideal experiences. This map was displayed in the SSE office to keep the customers close and always look for opportunities to delight.
