Wasps / Vodafone

Rugby's complexity creates an accessibility barrier for new fans and families, and long queues at food, beverage, and merchandise stands degrade the matchday experience. Two problems competing for the same fix: deepen engagement and remove friction. Both have to play to the Wasps brand: playful, innovative, user-centric.

Initial workshops with Wasps surfaced the major pain points. User research validated them and produced three primary problem spaces: wayfinding inside the stadium complex, extended wait times at food and beverage stands, and limited engagement during in-game moments. I evaluated each opportunity against user impact, business value, and technical feasibility. Food and beverage queues won on every axis: broadest user base affected, measurable revenue implications (higher transaction volume in less time), and a technical solution we could validate quickly. That became the focus.

Rather than commit to a full solution, I designed a fast learning experiment. We built a functional mobile prototype in one week and deployed it at a live match at Ricoh Arena. Fans could browse the kiosk menu, build their order, and complete mobile payment from their seats. Three hypotheses on test: would fans engage with mobile ordering during a live match? Could they prepare orders while distracted by the game? Would they trust mobile payment for stadium purchases? We observed actual usage, watched the friction, and gathered qualitative feedback on payment hesitations. The findings refined the hypothesis set and shaped the roadmap, so the next round addressed validated needs instead of untested assumptions.