Design and delivery of the London 2012 spectator experience

Design and delivery of the London 2012 spectator experience @alexnisbett

Design and delivery of the Design and delivery of the

London 2012London 2012spectator experiencespectator experience

Alex Nisbett / customer experience and service design consultant

Design and delivery of the London 2012 spectator experience @alexnisbett

London 2012 – the numbers

Design and delivery of the London 2012 spectator experience @alexnisbett

Talking the cityTalking the city’’s languages language Games Time operationsGames Time operations

Brand, marketing & customersBrand, marketing & customers Giving your bestGiving your best

Design and delivery of the London 2012 spectator experience @alexnisbett

Talking the cityTalking the city’’s languages language Games Time operationsGames Time operations

Brand, marketing & customersBrand, marketing & customers Giving your bestGiving your best

Design and delivery of the London 2012 spectator experience @alexnisbett

Talking the cityTalking the city’’s languages language Games Time operationsGames Time operations

Brand, marketing & customersBrand, marketing & customers Giving your bestGiving your best

Design and delivery of the London 2012 spectator experience @alexnisbett

Talking the cityTalking the city’’s languages language Games Time operationsGames Time operations

Brand, marketing & customersBrand, marketing & customers Giving your bestGiving your best

Design and delivery of the London 2012 spectator experience @alexnisbett

Talking the cityTalking the city’’s languages language Games Time operationsGames Time operations

Brand, marketing & customersBrand, marketing & customers Giving your bestGiving your best

Design and delivery of the London 2012 spectator experience @alexnisbett

“We want to deliver a magical atmosphere, an electrifying experience for competitors and spectators…”

Seb Coe, July 2005

Design and delivery of the London 2012 spectator experience @alexnisbett

Who ‘owns’ spectator experience?

Design and delivery of the London 2012 spectator experience @alexnisbett

Understanding / reviewing Understanding / reviewing the planned experiencethe planned experience

Design and delivery of the London 2012 spectator experience @alexnisbett

Understanding spectatorsUnderstanding spectators

Design and delivery of the London 2012 spectator experience @alexnisbett

Spectator vision(beauty shot)

Vision: ‘A chance for everyone to be part of the greatest show on earth – Britain’s Personal Best’.

Design and delivery of the London 2012 spectator experience @alexnisbett

Spectator Journeys

Discovery &

Planning

Discovery &

Planning

Journey to the

Games

Journey to the

Games

At the GamesAt the

GamesAfter the Games

After the Games

Discovery of the Olympics

Book/confirm/receive tickets

Building anticipation and engagement

Preparing for the day

On-the-day preparations

En route

From station to Games venue entrance

Final information

First impression

Inside the venue

Information

Getting around

Retail, catering and services

The seating area

Exiting

Other things to do

Returning home

At home

Sporting legacy

Design and delivery of the London 2012 spectator experience @alexnisbett

Coming late to the party

Design and delivery of the London 2012 spectator experience @alexnisbett

Supporting venue operations

Design and delivery of the London 2012 spectator experience @alexnisbett

High-performing spectators

Design and delivery of the London 2012 spectator experience @alexnisbett

High performing venues

Design and delivery of the London 2012 spectator experience @alexnisbett

Communications

Design and delivery of the London 2012 spectator experience @alexnisbett

Communications

Design and delivery of the London 2012 spectator experience @alexnisbett

Games Time operations

Design and delivery of the London 2012 spectator experience @alexnisbett

Morale

Design and delivery of the London 2012 spectator experience @alexnisbett

Brilliant Basics

Magic Moments

Design and delivery of the London 2012 spectator experience @alexnisbett

High performing staff

Design and delivery of the London 2012 spectator experience @alexnisbett

Transport

Design and delivery of the London 2012 spectator experience @alexnisbett

2. Transport

Design and delivery of the London 2012 spectator experience @alexnisbett

Security

Design and delivery of the London 2012 spectator experience @alexnisbett

Operations - OPK

Design and delivery of the London 2012 spectator experience @alexnisbett

QueuingOperations - OPK

Design and delivery of the London 2012 spectator experience @alexnisbett

Operations - OPK

Design and delivery of the London 2012 spectator experience @alexnisbett

Operations - venues

Design and delivery of the London 2012 spectator experience @alexnisbett

Operations - venues

Design and delivery of the London 2012 spectator experience @alexnisbett

Design and delivery of the London 2012 spectator experience @alexnisbett

Operations - venues

Design and delivery of the London 2012 spectator experience @alexnisbett

Understanding sport

Design and delivery of the London 2012 spectator experience @alexnisbett

Understanding sport

Trying sport

Design and delivery of the London 2012 spectator experience @alexnisbett

7. A grand day out

Live sites, enjoying the show

Design and delivery of the London 2012 spectator experience @alexnisbett

We knew it wouldn’t be right first day!

Design and delivery of the London 2012 spectator experience @alexnisbett

Queuing

Crowd managementQueue ownership?

Design and delivery of the London 2012 spectator experience @alexnisbett

Continual improvement engine

The Spectator Experienc

e

Insights

The Daily

Report

Quant Social media

Contact centre

complaints

EVS

Answers to LOCOG questions

Spectator generated and shared commentary

Targeted criticism in extreme circumstances

Observations in the field

Venues & FAs

Actionable and prioritised

Digital / Team support

Insights + service levers = actions

Act

Improve Listen

Learn

SPX

Observations in the field

IOC / IPC

Direct venue actions

Design and delivery of the London 2012 spectator experience @alexnisbett

Quant operationalTime taken getting through security?

Ease of travelling around venues

Ease of hearing announcements?

Quality / value of food and drink?

Availability of free water?

Design and delivery of the London 2012 spectator experience @alexnisbett

Design and delivery of the London 2012 spectator experience @alexnisbett

Design and delivery of the London 2012 spectator experience @alexnisbett

Quant experientialIf you could describe the emotions you felt while you were at the Olympic Park using three words or short phrases, what would they be?

Design and delivery of the London 2012 spectator experience @alexnisbett

“Loads of people missed the first session of Volleyball at Earls Court because there were too few service staff.”

“There seems to be 1water fountain for a line of 500 people. The promise to fill up #notclever.”

“#London2012 is a triumph. I didn’t even have to queue for the ladies loo at Olympic Park on busiest day. Now that IS impressive.”

“It seems to be a competition at Royal Artillery Barracks as to who were most friendly – army or volunteers.”

“Sport interest needs to be generated very young, 4 yrs old. If it hasn’t been introduced by 10 yrs old, horse has bolted.”

Social MediaSocial Media

Design and delivery of the London 2012 spectator experience @alexnisbett

Management (global) cloud 29th July (10am – 11am)

Design and delivery of the London 2012 spectator experience @alexnisbett

Riverbank Arena geo cloud, 3rd Aug (7am – midnight)

Design and delivey of the London 2012 spectator experience @alexnisbett

Contact CentreContact Centre

Design and delivery of the London 2012 spectator experience @alexnisbett

7. A grand day out

Mascot HouseMascot House

Design and delivery of the London 2012 spectator experience @alexnisbett

7. A grand day out

Design and delivery of the London 2012 spectator experience @alexnisbett

7. A grand day out

7. A grand day out

Design and delivery of the London 2012 spectator experience @alexnisbett

7. A grand day out

7. A grand day out

#Reputation

Design and delivery of the London 2012 spectator experience @alexnisbett

A chance for everyone to be part of the greatest show on earth – Britain’s Personal Best.

Thank you.

@alexnisbettalex@liveworkstudio.com

#madeinbritain