Experience Designer
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Overview 

Guest Passes is a web-based application used by the MLB to manage and issue guest passes for every MLB game. The application plays a critical role in protecting stadium security for 73 million game attendees every year. 

Through user feedback, the product owner identified a feature need, and I was tasked to create the UX and UI design for the feature.

BACKGROUND

Every MLB club issues guest passes for VIPs, guests, and sponsors. To obtain these passes, requesters usually email the club coordinator. However, dealing with these requests became overwhelming and inefficient due to its volume and its reliance on emails. 

CHALLENGE

How might we streamline the guest pass request process so that they can be submitted and approved quickly and easily?

 

ROLE

Lead UX Designer

CLIENT

MLB

project type

Enterprise Software
UX Design

 

Design Outcomes

 
 
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User Research

After getting the initial requirements from the product owners, discovery sessions are scheduled with stakeholders and users to further understand the need. I conducted the following interviews with the following objectives:

1. To get a deeper dive of the current process
2. To identify key pain points
3. To understand use cases and requirements

Through these interviews, the following insights were uncovered:

 
 
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These interviews also shed light on objectives and current frustrations of guest pass requesters and club coordinators.

 
 
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Requesters

Overview: Requesters are usually admin assistants who make sure sponsors, VIPs, and staff members receive access credentials for MLB games.

Goal: Successfully obtain guest passes in a timely manner

Frustration: Potential delays due to email communications; Lack of transparency in the process.

 
 

CLUB COORDINATORS

Overview: Coordinators maintain the guest list for each MLB game. They also review and approve guest pass requests. 

Goal: Issue guest passes based on accurate guest information

Frustration: Large volumes of requests for every game; Time-consuming email communications and tedious data entry.

 
 

Understanding the Current Application

To ensure seamless integration of the new features, it is critical to understand the current application’s sitemap, features, user flows, and design patterns. After receiving a demo of the application, I started exploring the website, reviewing the previous SRS, and identifying the design patterns in order to further familiarize myself with the application.

After conducting an information audit of the application, I created a sitemap to reflect how the website is structured. This process not only provided a comprehensive summary of the application content but also allowed me to start thinking where the new features might fit.

 
 
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I also studied the style guide and compared them with the live application to understand how design elements are implemented.

 
 

Feature Design




After familiarizing the current application, I began outlining the future state. First, I outlined user flows and new features needed to efficiently facilitate the workflow. For each feature, I wrote user stories to explain requirements and business rules.

Sample user story

Furthermore, I designed features to specifically address pain points identified during user research. See the section below to see design details.

 
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Design Highlight 1: Creating a Comment System

 
 


One of the pain points about the current process is the reliance on email. The frustration comes from two different sources. First, due to the volume of guest pass requests, coordinators have to maintain multiple email threads, and it was always time-consuming to look for information from previous conversations. Second, coordinators always had to toggle back and forth between email and the Guest Pass application, resulting in additional cognitive energy spent.

To address this issue, I added a comment feature to the application, where Requesters and Approvers would be able to add comments to a specific request. Whenever a new comment is added, the user would be notified. 

In the first iteration, a comment section was added into the screen layout (see Iteration 1). However, it took up too much space and limits the data points that could be included in other sections. These data points, such as the employer, email, and requester name, are important for Club Coordinators to decide whether to approve a guest.

I shared this concern with team members and clients and sketched another design solution that avoided this problem(see iteration 2). In the new layout, a comment action button was presented on the bottom right corner, and the comment section would slide out from the right if the button was clicked. This new layout not only addressed the use case of commenting on a request but also provided more space for other sections of the page.

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Design Highlight 2: Easy-to-fill forms

 
 

With more data points added to the request form, I realized I needed to consider how to effectively break down the form to make data entry more efficient. No one enjoys entering data in a form after all. Therefore, I utilized the following strategies to best minimize frustrations and streamline the process of data entry.

 
 
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Design Highlight 3: Guest List Integration

 

Previously, both Requesters and Club Coordinators needed to enter guest information. Requesters would type it down in an Excel sheet and send it to club coordinators. Club Coordinators would then enter the guest information into the application. The process is redundant and error-prone. 

With the new feature, Requesters would input the guest information in an online form, and Club Coordinators would approve/deny the request directly on the form. Approved guests would be automatically added to the application.

By streamlining this process, the need for redundant data entry is eliminated, and it significantly reduced the time Club Coordinators need to spend on handling requests.

 
 
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