As Lead Mobility Design consultant through Telstra Purple, I led my team in developing native iOS and Android apps for Marvel Stadium's 2 million+ annual visitors. The goal was to smooth out the entire event-day experience, from arrival to departure.
The challenge
The stadium hosts everything from footy matches to concerts, each with its own logistics. Our research surfaced three areas where visitors struggled: planning their visit, getting around the venue, and reaching services during events. That hurt both the fan experience and how smoothly the place ran.
My role and design approach
I drove the design strategy, execution and delivery with a human-centred, iterative approach.
I ran user research and usability testing with a range of visitor segments to find the pain points in parking, wayfinding, and in-stadium services. From there I set up a virtual design-studio, a compressed take on a design sprint, to get product, engineering, and stakeholders in one room. It let us explore and prototype fast while keeping user needs, technical limits, and business goals in balance.
I also worked closely with Apple and Google teams to take advantage of platform-specific features like notifications, geofencing, and mobile payments. Coordinating with stadium vendors was equally important to make sure services were properly integrated. Alongside this, I led the development of a design system covering both iOS and Android, which kept the experience consistent and sped up development.
Outcomes
At launch, the apps gave visitors a way to plan visits, pre-book parking, navigate the venue, access offers, and use a digital wallet for vouchers, all in one place.
The project also laid groundwork for future digital work at the stadium, including early explorations of AI chatbots and AR wayfinding. My team helped define this roadmap, positioning the apps at the centre of the stadium's digital strategy. Strong adoption and positive feedback from the stadium team led to Telstra Purple securing further work in the sports and entertainment space.
Testimonials
"Working with Telstra Purple as our development partner, we delivered these features while maintaining a focus on user experience and technical reliability. The app has helped create a more connected stadium experience, serving visitors across Melbourne and other Australian states." - Alex K, Stadium Manager, Digital.
"The app has been a value add for our visitors, making it easier for them to plan their visit, navigate the stadium, and access services during events. We've seen a significant increase in app downloads and usage since its launch." - Mel C, Marketing Manager.