The Problem
Aramark relies on new groups of volunteers for every game to manage concession stands. Many volunteers are first time volunteers whose lack of experience sometimes leads to confusion, inefficiency, and errors, negatively impacting service quality and customer satisfaction. Training managers train volunteers in a one day information dense training seminar. During the games, each training manager has to help run 12 or more stands of volunteers. Training managers need more tools to guide volunteers, so the company doesn't risks operational delays and lost revenue.
Developing user-friendly digital products will empower volunteers to perform their duties effectively, ensuring smooth operations and a better customer experience!
Using Digital Products
VOLUNTEER PAMPHLET
Before each game volunteers are sent an email with our official concession stand training pamphlet, where they can review training material at their leisure before game day.
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RESOURCE POSTERS
During shifts volunteers have access to resource posters. These posters are placed in each stand and act as a quick reference guide for volunteers looking for assistance!
Click to enlarge
QR CODE STICKER DESIGNS
QR Codes stickers are placed next to workstations to offer volunteers instant access of instructional videos and literary resources to complete task!
Project Details
Duration
August- October
Role
Product Designer
Responsibilities
User Research, Sketching, Paper wireframes
Mockups, Storyboards, Marketing,
Brand Partnerships, Content Creation
The problem as challenges
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How will we turn company processes into exciting digital products?
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How will we manage Balancing Brand Representation for two brands?
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How will we make sure the scaled or adapted across different platforms & formats while containing consistency for both brands?
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How will we incorporate the browns marketing agenda?
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How will we meet stakeholder and volunteer needs?
Exciting?
Accessible?
Cohesive?
Informative?
Business Goals?
User Friendly?
Design Process
Understanding the User
USER RESEARCH - RESEARCH INSIGHTS
MARKETING AGENDA
Starting the Design
PAPER WIREFRAMES
STORY BOARDS
Refining the Design
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DIGITAL PRODUCTS
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BRANDED CONTENT
Understanding the User
Qualitiative Research
Primary User Research
Guided tour with a group of trainees run by an aramark training manager and observed our users (volunteers) as they were being onboarded to work game nights.
User Insights
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retain a large amount of data from 1 training sessions
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Show up, learn on the spot, perform in a high pace, loud, environment
Accessible?
Stakeholder Interview
Training managers want an easily accessible way to help all of their volunteers when their in need
Stakeholder insights
Volunteers need Arrival Help
Volunteers need Checkin Help
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Volunteers need Shift Help
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Volunters need Closing help
Competitive Audit
Aramark
Strengths
Brand Identity
Entertainment
Improvement opportunities
ACCESS
Brand Partnership
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Marketing Initiative
Paycor
Strengths
Simplicity
Improvement opportunities
Entertainment Gap
ACCESS
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Brand Partnership
Starting the design
About Partnering Brands
BRAND PARTNERSHIP
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VIDEO SERIES INTRODUCTIONS
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Instructional PDF'S
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QR CODES ACCESS
ACCESS
MARKETING
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CLEVELAND BROWNS 2024 R.O.C.K MAREKTING AGENDA
The Cleveland Browns are a historic professional football team based in Cleveland, Ohio, known for their passionate fan base and rich legacy in the NFL. Aramark, a global leader in food services and hospitality, operates in major venues across the U.S., including over 30 stadiums. Both the Browns and Aramark are powerhouse brands in their respective industries, with the Browns dominating the sports world and Aramark leading in service solutions. Together, these two influential brands collaborate to provide high-quality game-day experiences for fans, merging sports and hospitality on a large scale. Each year the marketing team comes up with exciting campaigns to get all staff and fans excited for the upcoming season. We've managed to highlight this years marketing agenda in our tutorial introductions!
Video Content Ideation
Digital Product Ideation
Storyboards
Secondary Research
__Key Findings.
Measuring Success .
What we did well
We used branding and design principles to create exciting, accessible digital products for two partnering companies and their brands!
We listened to stakeholders needs and created products that helped improve the companies internal operation procedures for concession stand volunteers
We adapted to an increase of scope of work based on what was needed to meet business objectives, project timeline and budget
We used our competitive audit to identify strengths of competitors and weaknesses we could improve through products and processes .
What i would do differently
I would improve audio quality by using use using boom mics, by doing so i'll save time enhancing audio.
What I learned
When your dealing with multiple organizations and taking on projects it's important to make sure we put on our creative specialist cap in the planning phase and keep it on the entire project. We may find ourselves making changes because of marketing, or making products or content that may not have been in the original scope of work in-order to complete business task. We never want this to impact Quality of work!
Next Steps for Aramark
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Place QR Codes Next To Work Stations in each concession stand
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Start email campaign, sending out an onboarding email to all volunteers that include digital products
Next Steps for Me
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Continue to find ways to create digital products that help improve the clients operaitional bottlenecks and the overall customer experience!