My story of being part of the Spectator Experience team within LOCOG, the first organising committee to explicitly design and deliver a spectator experience at Olympic and Paralympic games.
Design and delivery of the London 2012 spectator experience
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Alex Nisbett / customer experience and service design
consultant
Design and delivery of the London 2012 spectator experience @alexnisbett
2. London 2012 – the numbers
Design and delivery of the London 2012 spectator experience @alexnisbett
3. TTaallkkiinngg tthhee cciittyy’’ss llaanngguuaaggee GGaammeess TTiimmee ooppeerraattiioonnss
BBrraanndd,, mmaarrkkeettiinngg && ccuussttoommeerrss GGiivviinngg yyoouurr bbeesstt
Design and delivery of the London 2012 spectator experience @alexnisbett
4. TTaallkkiinngg tthhee cciittyy’’ss llaanngguuaaggee GGaammeess TTiimmee ooppeerraattiioonnss
BBrraanndd,, mmaarrkkeettiinngg && ccuussttoommeerrss GGiivviinngg yyoouurr bbeesstt
Design and delivery of the London 2012 spectator experience @alexnisbett
5. TTaallkkiinngg tthhee cciittyy’’ss llaanngguuaaggee GGaammeess TTiimmee ooppeerraattiioonnss
BBrraanndd,, mmaarrkkeettiinngg && ccuussttoommeerrss GGiivviinngg yyoouurr bbeesstt
Design and delivery of the London 2012 spectator experience @alexnisbett
6. TTaallkkiinngg tthhee cciittyy’’ss llaanngguuaaggee GGaammeess TTiimmee ooppeerraattiioonnss
BBrraanndd,, mmaarrkkeettiinngg && ccuussttoommeerrss GGiivviinngg yyoouurr bbeesstt
Design and delivery of the London 2012 spectator experience @alexnisbett
7. TTaallkkiinngg tthhee cciittyy’’ss llaanngguuaaggee GGaammeess TTiimmee ooppeerraattiioonnss
BBrraanndd,, mmaarrkkeettiinngg && ccuussttoommeerrss GGiivviinngg yyoouurr bbeesstt
Design and delivery of the London 2012 spectator experience @alexnisbett
8. “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
9. Who ‘owns’ spectator
experience?
Design and delivery of the London 2012 spectator experience @alexnisbett
12. Vision: ‘A chance for everyone to be
part of the greatest show on earth –
Britain’s Personal Best’.
Spectator vision
(beauty shot)
Design and delivery of the London 2012 spectator experience @alexnisbett
13. Spectator Journeys
Design and delivery of the London 2012 spectator experience @alexnisbett
Discovery
&
Planning
Journey to
the
Games
At the
Games
After the
Games
Discovery
of the
Olympics
Book/confir
m/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
14. Design and delivery of the London 2012 spectator experience @alexnisbett
Coming
late to
the
party
35. Understanding
sport
Design and delivery of the London 2012 spectator experience @alexnisbett
Trying
sport
36. Live sites,
enjoying the show
Design and delivery of the London 2012 spectator experience @alexnisbett
7. A grand
day out
37. We knew it wouldn’t be
right first day!
Design and delivery of the London 2012 spectator experience @alexnisbett
38. Design and delivery of the London 2012 spectator experience @alexnisbett
Queuing
QCureouwe do wmnaenrasgheimp?ent
39. Continual improvement engine
Improve Listen
The
Spectator
Experienc
e
Contact
centre
complaints
Targeted
criticism in
extreme
circumstances
Observations
in the field
Insights
The
Daily
Report
Quant Social
media
EVS
Answers
to LOCOG
questions
Spectator
generated
and shared
commentary
Design and delivery of the London 2012 spectator experience @alexnisbett
Venues
& FAs
Actionable and
prioritised
Digital / Team
support
Insights + service levers = actions
Act
Learn
SPX
Observations
in the field
IOC /
IPC
Direct venue
actions
40. Quant operational
Time 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
43. Quant experiential
If 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
44. “Loads of people missed
the first session of
Volleyball at Earls Court
because there were too
few service staff.”
Design and delivery of the London 2012 spectator experience @alexnisbett
“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.”
SSoocciiaall MMeeddiiaa
45. Management (global) cloud
29th July (10am – 11am)
Design and delivery of the London 2012 spectator experience @alexnisbett
46. Riverbank Arena geo cloud,
3rd Aug (7am – midnight)
Design and delivery of the London 2012 spectator experience @alexnisbett
47. Design and delivey of the London 2012 spectator experience @alexnisbett
CCoonnttaacctt CCeennttrree
48. Design and delivery of the London 2012 spectator experience @alexnisbett
7. A grand
day out
MMaassccoott HHoouussee
49. Design and delivery of the London 2012 spectator experience @alexnisbett
7. A grand
day out
50. 7. A grand day out
Design and delivery of the London 2012 spectator experience @alexnisbett
7. A grand
day out
51. 7. A grand day out
#Reputation
Design and delivery of the London 2012 spectator experience @alexnisbett
7. A grand
day out
52. A chance for everyone to be part of
the greatest show on earth – Britain’s
Personal Best. Thank you.
@alexnisbett
alex@liveworkstudio.com
#madeinbritain
Design and delivery of the London 2012 spectator experience @alexnisbett
Editor's Notes
High performing spectators - Service Design in action at the London 2012 Olympics
How the newly formed spectator experience team, with no time and no budget, sought to generate value for the
organising committee and spectators alike, with only the eyes of the World looking on.
London only third city to host summer games
10,490 Olympic athletes, 4,200 Paralympians
36 Olympic sports 21 Paralympic
11m tickets sold
LOCOG 2,000 staff
70,000 games makers
200,000 workforce at games time
170+ venues
LOCOG totally dissolves as of March 2013
Four critical roles
CEO – former investment banker. (Now working with the Cabinet)
A great many staff have experienec of previous games
Director of GamesTime operations perfeormed this role at Atlanta in 1996 – Delivering a safe and secure games was key.
Head of brand and marketing from Eurostar.
Astute understanding of customers, service and experience
Finally, the LOCOG chairman,
Double Olympic Gold medalist, knows what it means to work hard and succeed.
Seb was not only a natural advocate for athletes
Set out the goal for spectators too
Work had already started on venues infrastructure, organisation of the competition
But Spectators as a ‘client group’ still had no clear owner
Ticketing
Event Services (functional crowd ‘managers’)
2 yers to GT – a dedicated Spectator Experience team set up within Brand & Marketing
Fundamental wold be a deep understanding of the customer – the spectator.
For LOCOG this meant key demographics and basic needs
Groups based on Geographic + ticketed / non-ticketed
Large quant (+ some qual) delivered with our research partner, Neilsson
+ other specialist customer experience consultants
Fundamental wold be a deep understanding of the customer – the spectator.
For LOCOG this meant key demographics and basic needs
Groups based on Geographic + ticketed / non-ticketed
Large quant (+ some qual) delivered with our research partner, Neilsson
+ other specialist customer experience consultants
spectator vision
Helps guide decision making – both in planning and in delivery
Co-created so we all share
Spectator Journey mapping
Common tool now, hughely flexible and useful way of understanding and communicating spectator needs
Also, what needs to be deliverd when, where and by who
Not just during but from awareness right through to advocacy (Legacy)
BUT…
(challenges)
Budgets all signed off
Plans locked down
Working across soilos with a small team can be tricky – and unpopular!
Our strategy – the only way to do this.
Defining the critical rissks to successful venue operations
Creative ways to mitigate those risks.
Successful ops keeps organisation happy – delivered n a way that improves the spectator experience
If spectators are well informed, are well prepared,
Get to the right venue at the right time in the right state of mind,
Then they provide the best atmnosphere for athletes AND are more likely to do their bit in generating revenue
Test events – the importance of PROTOTYPING
BUT focus on operations and competition – NOT testing the spectator experience (except HOC)
Comms of info critical for high performing specs
Infor across multiple touchpoints and over time
The SPX team ensures that all venue risks that can be mitigated by comms, are
HOWEVER – spectators don’t read critical emails (‘spam’)
We’re TOO MEDIA SAVVY!!!
Story about different venues and operations
LOCOG major concern that spectators won’t perform as they just decide to ‘rock up’
So 2 wweeks prior SMS delivered, if not opened a LETTER would go out.
GAMES MAKERS
(Show of hands!)
(We ‘invented’ them at Lodon 1948)
18 month recruitment and training programme
No 1 source of information for spectators
Consistantly praised by spectators
Couldn’t have done it without them
GAMES MAKERS
(Show of hands!)
(We ‘invented’ them at Lodon 1948)
18 month recruitment and training programme
No 1 source of information for spectators
Consistantly praised by spectators
Couldn’t have done it without them
The notion of BB and MM
BB – the fundaments
MM – unexpected, memorable – high perceived value, low actual cost
GAMES MAKERS
(Show of hands!)
(We ‘invented’ them at Lodon 1948)
18 month recruitment and training programme
No 1 source of information for spectators
Consistantly praised by spectators
Couldn’t have done it without them
What we thought would woud fall over, didn’t
London Underground would be stretched further than ever before
Successful marketing campaign ‘Get ahead of the Games’
Multiple contingency plans
Magic Moment – needed a joined up approach with TFL
Id did fall over but just 2 weeks from games.
Military always had a role, but this was increased
Almost as praised as Games Makers
Created perfect forst impression
Great Customer Service skills
Trusted in role
Ambassadors for th country
Main focus for our team
Lots of waiting, queuing and walking
How might we get spectators to ‘perform’? And deliver on our operational requirements
Music and entertainers used to greet spectators,
keep them moving or
Attract them into areas
TO SUPPORT CROWD FLOWS
Also a great experience!!!
(Specialist live ENTS TEAM)
Initial scepticism soon turned to enthusiasm as th benefits of entertainment understood.
GAMES MAKERS
(Show of hands!)
(We ‘invented’ them at Lodon 1948)
18 month recruitment and training programme
No 1 source of information for spectators
Consistantly praised by spectators
Couldn’t have done it without them
VENUES team
Arriving up to 2 hours before competition starts
A proposition required to attract and retain spectators
Waiting in spectator zones – multiple activities (list EXL)
Plus spontaneous photo opp (magic moment?)
GAMES MAKERS
(Show of hands!)
(We ‘invented’ them at Lodon 1948)
18 month recruitment and training programme
No 1 source of information for spectators
Consistantly praised by spectators
Couldn’t have done it without them
Magic Moment – needed a joined up approach with TFL
Music and entertainers used to greet spectators,
keep them moving or
Attract them into areas
TO SUPPORT CROWD FLOWS
Also a great experience!!!
(Specialist live ENTS TEAM)
Initial scepticism soon turned to enthusiasm as th benefits of entertainment understood.
Mitigating the risk of overcrowding at arena entrances and ‘short stay’ spectators if they don’t understand the disciple / what is happening where.
Due to ticket type – day pass (RAB)
Helping both waiting times between sessions (at Seoul – there was NOTHING to do)
AND support sport legacy
Or simply kick back and enjoy the show
Work with sponsors to provide the right mix of experiences
Olympics can be seen as part sport event, part festival,
Didn’t work –
Why? No one ‘owned’ the queue area at catering
This was later improved
Frustration from spectators that this wasn’t rocket science
A larger spectator experience team (or more willing FA) might have helped at earlier stage
However, no queues if specs arrive early!!!
We knew we woulnd’t get it right day 1
So a process established to watch, listen and learn
Critical problems solved immediately
A summary of findings published daily
Venues and Fas to improve from
Didn’t work –
Why? No one ‘owned’ the queue area at catering
This was later improved
Frustration from spectators that this wasn’t rocket science
A larger spectator experience team (or more willing FA) might have helped at earlier stage
However, no queues if specs arrive early!!!
Didn’t work –
Why? No one ‘owned’ the queue area at catering
This was later improved
Frustration from spectators that this wasn’t rocket science
A larger spectator experience team (or more willing FA) might have helped at earlier stage
However, no queues if specs arrive early!!!
Didn’t work –
Why? No one ‘owned’ the queue area at catering
This was later improved
Frustration from spectators that this wasn’t rocket science
A larger spectator experience team (or more willing FA) might have helped at earlier stage
However, no queues if specs arrive early!!!
satisfaction scores both at venue and overall level
Learning how spectators best describe their experience
Granularity of the experience from spectators by monitoring scoial media (TWITTER)
Operational failures and negatives
Positives
Stimulating a conversation around bigger issues (eg Legacy)
Granularity of the experience from spectators by monitoring scoial media (TWITTER)
Operational failures and negatives
Positives
Stimulating a conversation around bigger issues (eg Legacy)
Granularity of the experience from spectators by monitoring scoial media (TWITTER)
Operational failures and negatives
Positives
Stimulating a conversation around bigger issues (eg Legacy)
Channel 4 reallly did capture how many of us reflected back during transition on the OLY!
Mascot House
Retail unit becomes home for all thinsg wenlockk and mandeville
Aimed at kids / families – as more attending Paralympics
Creted and deliverd from scratch in under 3 weeks.
HOWEVER.
We were never the main event.
Once spectators sit down ring-side or track side – EVERYTHING ELSE BECOMES INSIGNIFICANT.
IT IS ABOUT THE SPORT, STUPID.
Whether it’s Nicola Adams winng the first ever Women’s Boxing Gold…
Or seeing David Weir win any of his 4 golds
(5K above)
The chance to be a part of the greatest show on earth.
Or the real MacHOY win a record 6th gold
Chief benefit was REPUTATIONAL