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Design and delivery of the London 2012 spectator experience
- 1. DDeessiiggnn aanndd ddeelliivveerryy ooff tthhee LLoonnddoonn 22001122 ssppeeccttaattoorr eexxppeerriieennccee 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
- 10. UUnnddeerrssttaannddiinngg // rreevviieewwiinngg tthhee ppllaannnneedd eexxppeerriieennccee Design and delivery of the London 2012 spectator experience @alexnisbett
- 11. UUnnddeerrssttaannddiinngg ssppeeccttaattoorrss 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
- 15. Supporting venue operations Design and delivery of the London 2012 spectator experience @alexnisbett
- 16. High-performing spectators Design and delivery of the London 2012 spectator experience @alexnisbett
- 17. High performing venues Design and delivery of the London 2012 spectator experience @alexnisbett
- 18. Communications Design and delivery of the London 2012 spectator experience @alexnisbett
- 19. Communications Design and delivery of the London 2012 spectator experience @alexnisbett
- 20. Games Time operations Design and delivery of the London 2012 spectator experience @alexnisbett
- 21. Design and delivery of the London 2012 spectator experience @alexnisbett Morale
- 22. Brilliant Basics Magic Moments Design and delivery of the London 2012 spectator experience @alexnisbett
- 23. High performing staff Design and delivery of the London 2012 spectator experience @alexnisbett
- 24. Transport Design and delivery of the London 2012 spectator experience @alexnisbett
- 25. 2. Transport Design and delivery of the London 2012 spectator experience @alexnisbett
- 26. Design and delivery of the London 2012 spectator experience @alexnisbett Security
- 27. Operations - OPK Design and delivery of the London 2012 spectator experience @alexnisbett
- 28. OpeQruaetiuoinnsg - OPK Design and delivery of the London 2012 spectator experience @alexnisbett
- 29. Operations - OPK Design and delivery of the London 2012 spectator experience @alexnisbett
- 30. Operations - venues Design and delivery of the London 2012 spectator experience @alexnisbett
- 31. Operations - venues Design and delivery of the London 2012 spectator experience @alexnisbett
- 32. Design and delivery of the London 2012 spectator experience @alexnisbett
- 33. Operations - venues Design and delivery of the London 2012 spectator experience @alexnisbett
- 34. Understanding sport Design and delivery of the London 2012 spectator experience @alexnisbett
- 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
- 41. Design and delivery of the London 2012 spectator experience @alexnisbett
- 42. 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