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DDeessiiggnn aanndd ddeelliivveerryy ooff tthhee 
LLoonnddoonn 22001122 
ssppeeccttaattoorr eexxppeerriieennccee 
Alex Nis...
London 2012 – the numbers
TTaallkkiinngg tthhee cciittyy’’ss llaanngguuaaggee GGaammeess TTiimmee ooppeerraattiioonnss 
BBrraanndd,, mmaarrkkeettiin...
“We want to deliver a 
magical atmosphere, 
an electrifying experience 
for competitors and 
spectators…” 
Seb Coe, July 2...
Who ‘owns’ spectator 
experience?
RReevviieewwiinngg tthhee ppllaannnneedd 
eexxppeerriieennccee
UUnnddeerrssttaannddiinngg ssppeeccttaattoorrss
Vision: ‘A chance for everyone to be 
part of the greatest show on earth – 
Britain’s Personal Best’. 
Spectator vision 
(...
Spectator Journeys 
Discovery 
& 
Planning 
Journey to 
the Games 
At the 
Games 
After the 
Games 
Discovery 
of the 
Oly...
Coming 
late to 
the 
party
Supporting venue operations
High-performing spectators
High performing venues
Communications
Communications
Morale!
Games Time operations
Brilliant 
Basics 
Magic 
Moments
High 
performing 
staff
Transport
2. Transport
Security
Operations - OPK
OpeQrauteiounins g- OPK
Operations - OPK
Operations - venues
Operations - venues
Operations - 
venues
Understanding 
sport
Trying 
sport 
Understanding 
sport
Live sites, 
enjoying the show 
7. A grand 
day out
Across the city
We knew it wouldn’t be right first day!
Queuing 
Crowd management 
Who owns the queues?
Continual improvement 
Improve Listen 
The 
Spectator 
Experienc 
e 
Insights 
The 
Daily 
Report 
Quant Social 
media 
Co...
Quant operational 
Time taken getting 
through security? 
Ease of travelling 
around venues 
Ease of hearing 
announcement...
Quant experiential 
If you could describe the emotions you felt while you were at the 
Olympic Park using three words or s...
“#London2012 is a triumph. I 
didn’t even have to queue for 
the ladies loo at Olympic Park 
on busiest day. Now that IS 
...
Management (global) cloud 
29th July (10am – 11am)
Riverbank Arena geo cloud, 
3rd Aug (7am – midnight)
Water
Weather protection
Empty seats
Homemade signs
Homemade signs
CCoonnttaacctt CCeennttrree
7. A grand 
day out 
Mascot House
#Reputation
A chance for everyone to be part of 
the greatest show on earth – Britain’s 
PTershonaal Bnestk. you. 
@alexnisbett 
alex@...
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The Service Experience Conference 2014 | Alex Nisbett | Keynote: The Design and Delivery of the London 2012 Spectator Experience

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Great experiences depend on a large number of interdependent factors, some which can be controlled, others not.

I will look at some of the unique aspects of the London 2012 Olympic and Paralympic games and how with very little time and resource, a small but passionate team was able to make a big impact, not just for the 11m ticket holders but also on the organisation and the global audience.

I'll also share how we made continual improvements from opening to closing ceremonies helping to deliver Britain’s personal best.

This is my story of the first OCOG to explicitly design and deliver a spectator experience for the World's greatest sporting event.

Published in: Design
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The Service Experience Conference 2014 | Alex Nisbett | Keynote: The Design and Delivery of the London 2012 Spectator Experience

  1. 1. DDeessiiggnn aanndd ddeelliivveerryy ooff tthhee LLoonnddoonn 22001122 ssppeeccttaattoorr eexxppeerriieennccee Alex Nisbett / service designer @liveworkstudio London
  2. 2. London 2012 – the numbers
  3. 3. TTaallkkiinngg tthhee cciittyy’’ss llaanngguuaaggee GGaammeess TTiimmee ooppeerraattiioonnss BBrraanndd,, mmaarrkkeettiinngg && ccuussttoommeerrss GGiivviinngg yyoouurr bbeesstt
  4. 4. “We want to deliver a magical atmosphere, an electrifying experience for competitors and spectators…” Seb Coe, July 2005
  5. 5. Who ‘owns’ spectator experience?
  6. 6. RReevviieewwiinngg tthhee ppllaannnneedd eexxppeerriieennccee
  7. 7. UUnnddeerrssttaannddiinngg ssppeeccttaattoorrss
  8. 8. Vision: ‘A chance for everyone to be part of the greatest show on earth – Britain’s Personal Best’. Spectator vision (beauty shot)
  9. 9. Spectator Journeys Discovery & Planning Journey to the Games At 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
  10. 10. Coming late to the party
  11. 11. Supporting venue operations
  12. 12. High-performing spectators
  13. 13. High performing venues
  14. 14. Communications
  15. 15. Communications
  16. 16. Morale!
  17. 17. Games Time operations
  18. 18. Brilliant Basics Magic Moments
  19. 19. High performing staff
  20. 20. Transport
  21. 21. 2. Transport
  22. 22. Security
  23. 23. Operations - OPK
  24. 24. OpeQrauteiounins g- OPK
  25. 25. Operations - OPK
  26. 26. Operations - venues
  27. 27. Operations - venues
  28. 28. Operations - venues
  29. 29. Understanding sport
  30. 30. Trying sport Understanding sport
  31. 31. Live sites, enjoying the show 7. A grand day out
  32. 32. Across the city
  33. 33. We knew it wouldn’t be right first day!
  34. 34. Queuing Crowd management Who owns the queues?
  35. 35. Continual improvement Improve Listen 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 Learn SPX Observations in the field IOC / IPC Direct venue actions
  36. 36. 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?
  37. 37. 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?
  38. 38. “#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.” “Sport interest needs to be generated very young, 4 yrs old. If it hasn’t been introduced by 10 yrs old, horse has bolted.” “Loads of people missed the first session of Volleyball at Earls Court because there were too few service staff.” “There seems to be 1 water fountain for a line of 500 people. The promise to fill up #notclever.” “It seems to be a competition at Royal Artillery Barracks as to who were most friendly – army or volunteers.” Social media
  39. 39. Management (global) cloud 29th July (10am – 11am)
  40. 40. Riverbank Arena geo cloud, 3rd Aug (7am – midnight)
  41. 41. Water
  42. 42. Weather protection
  43. 43. Empty seats
  44. 44. Homemade signs
  45. 45. Homemade signs
  46. 46. CCoonnttaacctt CCeennttrree
  47. 47. 7. A grand day out Mascot House
  48. 48. #Reputation
  49. 49. A chance for everyone to be part of the greatest show on earth – Britain’s PTershonaal Bnestk. you. @alexnisbett alex@liveworkstudio.com #madeinbritain

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