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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.
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Design and delivery of the London 2012 spectator experience @alexnisbett
Design and delivery of the Design and delivery of the
London 2012London 2012spectator experiencespectator experience
Alex Nisbett / customer experience and service design consultant
Design and delivery of the London 2012 spectator experience @alexnisbett
London 2012 – the numbers
Design and delivery of the London 2012 spectator experience @alexnisbett
Talking the cityTalking the city’’s languages language Games Time operationsGames Time operations
Brand, marketing & customersBrand, marketing & customers Giving your bestGiving your best
Design and delivery of the London 2012 spectator experience @alexnisbett
Talking the cityTalking the city’’s languages language Games Time operationsGames Time operations
Brand, marketing & customersBrand, marketing & customers Giving your bestGiving your best
Design and delivery of the London 2012 spectator experience @alexnisbett
Talking the cityTalking the city’’s languages language Games Time operationsGames Time operations
Brand, marketing & customersBrand, marketing & customers Giving your bestGiving your best
Design and delivery of the London 2012 spectator experience @alexnisbett
Talking the cityTalking the city’’s languages language Games Time operationsGames Time operations
Brand, marketing & customersBrand, marketing & customers Giving your bestGiving your best
Design and delivery of the London 2012 spectator experience @alexnisbett
Talking the cityTalking the city’’s languages language Games Time operationsGames Time operations
Brand, marketing & customersBrand, marketing & customers Giving your bestGiving your best
Design and delivery of the London 2012 spectator experience @alexnisbett
“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
Who ‘owns’ spectator experience?
Design and delivery of the London 2012 spectator experience @alexnisbett
Understanding / reviewing Understanding / reviewing the planned experiencethe planned experience
Design and delivery of the London 2012 spectator experience @alexnisbett
Understanding spectatorsUnderstanding spectators
Design and delivery of the London 2012 spectator experience @alexnisbett
Spectator vision(beauty shot)
Vision: ‘A chance for everyone to be part of the greatest show on earth – Britain’s Personal Best’.
Design and delivery of the London 2012 spectator experience @alexnisbett
Spectator Journeys
Discovery &
Planning
Discovery &
Planning
Journey to the
Games
Journey to the
Games
At the GamesAt the
GamesAfter 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
Design and delivery of the London 2012 spectator experience @alexnisbett
Coming late to the party
Design and delivery of the London 2012 spectator experience @alexnisbett
Supporting venue operations
Design and delivery of the London 2012 spectator experience @alexnisbett
High-performing spectators
Design and delivery of the London 2012 spectator experience @alexnisbett
High performing venues
Design and delivery of the London 2012 spectator experience @alexnisbett
Communications
Design and delivery of the London 2012 spectator experience @alexnisbett
Communications
Design and delivery of the London 2012 spectator experience @alexnisbett
Games Time operations
Design and delivery of the London 2012 spectator experience @alexnisbett
Morale
Design and delivery of the London 2012 spectator experience @alexnisbett
Brilliant Basics
Magic Moments
Design and delivery of the London 2012 spectator experience @alexnisbett
High performing staff
Design and delivery of the London 2012 spectator experience @alexnisbett
Transport
Design and delivery of the London 2012 spectator experience @alexnisbett
2. Transport
Design and delivery of the London 2012 spectator experience @alexnisbett
Security
Design and delivery of the London 2012 spectator experience @alexnisbett
Operations - OPK
Design and delivery of the London 2012 spectator experience @alexnisbett
QueuingOperations - OPK
Design and delivery of the London 2012 spectator experience @alexnisbett
Operations - OPK
Design and delivery of the London 2012 spectator experience @alexnisbett
Operations - venues
Design and delivery of the London 2012 spectator experience @alexnisbett
Operations - venues
Design and delivery of the London 2012 spectator experience @alexnisbett
Design and delivery of the London 2012 spectator experience @alexnisbett
Operations - venues
Design and delivery of the London 2012 spectator experience @alexnisbett
Understanding sport
Design and delivery of the London 2012 spectator experience @alexnisbett
Understanding sport
Trying sport
Design and delivery of the London 2012 spectator experience @alexnisbett
7. A grand day out
Live sites, enjoying the show
Design and delivery of the London 2012 spectator experience @alexnisbett
We knew it wouldn’t be right first day!
Design and delivery of the London 2012 spectator experience @alexnisbett
Queuing
Crowd managementQueue ownership?
Design and delivery of the London 2012 spectator experience @alexnisbett
Continual improvement engine
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
Improve Listen
Learn
SPX
Observations in the field
IOC / IPC
Direct venue actions
Design and delivery of the London 2012 spectator experience @alexnisbett
Quant operationalTime 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
Design and delivery of the London 2012 spectator experience @alexnisbett
Design and delivery of the London 2012 spectator experience @alexnisbett
Quant experientialIf 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
“Loads of people missed the first session of Volleyball at Earls Court because there were too few service staff.”
“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.”
Social MediaSocial Media
Design and delivery of the London 2012 spectator experience @alexnisbett
Management (global) cloud 29th July (10am – 11am)
Design and delivery of the London 2012 spectator experience @alexnisbett
Riverbank Arena geo cloud, 3rd Aug (7am – midnight)
Design and delivey of the London 2012 spectator experience @alexnisbett
Contact CentreContact Centre
Design and delivery of the London 2012 spectator experience @alexnisbett
7. A grand day out
Mascot HouseMascot House
Design and delivery of the London 2012 spectator experience @alexnisbett
7. A grand day out
Design and delivery of the London 2012 spectator experience @alexnisbett
7. A grand day out
7. A grand day out
Design and delivery of the London 2012 spectator experience @alexnisbett
7. A grand day out
7. A grand day out
#Reputation
Design and delivery of the London 2012 spectator experience @alexnisbett
A chance for everyone to be part of the greatest show on earth – Britain’s Personal Best.
Thank you.
#madeinbritain
