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Understanding Australian Open premium customers and building out a new e-commerce experience.

01 Project

Australian Open offers a variety of premium experiences where customers can enjoy fine dining and exclusive tennis behind-the-scenes experiences.
The primary goal was to alleviate the pressure off the sales team via a self-service e-commerce experience, allowing them to focus on more complex account management and outbound sales.

The research focused on understanding the customer's purchasing journey before, during and after the event, the drivers behind the decision-making process, and identifying any barriers to transitioning to a self-service experience online.

02 Customer archetypes

We conducted face-to-face customer interviews. The interviews helped identify patterns in customer behaviours and develop customer archetypes capturing their needs and value drivers.

The research also helped identify new product and upsell opportunities that could be leveraged to serve each archetype better.

03

Industry
Sports, entertainment, e-commerce

Expertise
Planning and conducting UX research, stakeholder workshops, design and delivery of key artefacts: user Journey map, usability testing, service design map, and customer archetypes.

Designed while working at Tennis Australia 2020.

As a last step of the project, we ran a Google design sprint to ideate and iterate on the ideas quickly.

As a result, we produced UI designs that set the vision for the e-commerce customer experience.

To help translate research insights into tangible actions, we engaged various stakeholder groups in a series of collaborative activities. Sharing the research findings and then asking stakeholders to use them to ideate and problem-solve meant they were able to walk away with strong ideas and a collaborative approach to the design phase.