Chase Speed Serve Experience

Chase and the U.S. Open had a goal to build excitement around the 2021 U.S Open of Tennis. Chase and their event agency reached out to us to craft an engaging digital experience around that goal that was able to be transported around the five boroughs of New York City during the U.S. Open.

Timeline: 8 Weeks

Approach

After a bit of brainstorming and group discussion, our team came up with the Chase Speed Serve experience. An experience that offered guests a unique opportunity to see if their serve was as fast as the pros! The greatest thing about the experience is that it was focused on fun and making tennis accessible for all. Additionally, with the integration of a camera into the experience, we were able to capture our guest’s powerful serves and generate an animated gif as a reminder of the fun they had.

Discovery

We started with a discovery session with the clients event agency. Their agency acted as the voice the of client and our point of contact. We detailed out key information on deeper goals and objectives, analytics, footprint dimensions, packaging & transport, brand requirements, connectivity, and staffing in addition to any must haves from Chase that would need to be included or captured.

User Flow

The details from the discovery were used to build a user flow that would act as the main road map for both Design and Development. The flow started from the first point of contact the guests had with a brand ambassador and concluded with them leaving the experience. This let us look outside the walls of the digital experience and work the brand ambassador in as an informational component to help alleviate any potential problems for our guests as well as with onboarding during the experience.

Wireframes

The user flow was broken down into key interactions to build out very basic wireframes to make sure the steps were correct. We used them to inform our high fidelity designs phase 1 . Due to the short timeline we used this iterative approach to keep making progress as well as a constant flow of information feeding to development. At this phase the model for the stadium was not complete, so we were able to devote additional time to flushing out key design elements like time of day, stadium lighting, etc. that could be built into the environment.

Prototypes

Phase 1 of the designs were brought in for prototyping to give the client and development an early look at the serve sequence as well as any screen transitions. The serve sequence testing and other animation was initially built and tested in Adobe XD to let us get a quick look and approval before handing off to development. In order to hit the short deadline for the kickoff of the Tour we made sure each part of the team was working iteratively to ensure we all were on the same page and could keep making decisions off the latest set of information.

Final Design

In the final design we integrated the full model of Arthur Ash Stadium. Additional elements included were three different serve sequences, sound effects as well final attract loop animation.

Testing

As with most of the design, the development and testing was done iteratively as information and hardware decisions became available.

Real World Experience

Due to a delay in hardware delivery, our development team pivoted to progress as far as possible with at home equipment for the build and in-house testing. We sent an on-site team early to finalize the testing before the tour began.