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UX Case Study
ArenaGo: Order from your seat without missing the game.
A mobile app that helps fans discover arenas, order food and drinks, choose delivery or pickup, and track their order in real time.
Role
UX Designer & Rsearcher
Timeline
4 Weeks
Platform
IOS
Goal
Simplify stadium ordering from seat
Video Length: 1 minute & 17 Seconds
Video Length: 1 minute & 51 Seconds
1
The Problem + Key Insights
Ordering at arenas is slow, confusing, and unpredictable. Fans often miss key game moments that matter.
To define the problem, I used secondary research instead of direct customer interviews. I reviewed sports venue websites, mobile ordering experiences, and fan pain points around concession lines, pickup options, delivery clarity, and order tracking.
Long Wait Times
Fans spend too much time in line and away from the game.
Confusing Handoff
Delivery vs. pickup choices can be easy to miss.
Low Order Visibility
Limited real time updates create anxiety and support requests.
Key Findings: I noticed 65% of users missed the delivery vs. pickup choice because it appeared too late in the flow.
2
Design Process + What Changed
I used the Arena Go spreadsheet to organize secondary research into clear patterns, including user pain points, goals, behaviors, and needs around ordering food during live events. This helped me turn research data into proto-personas and design decisions that focused on faster ordering, clearer pickup/delivery choices, and better order tracking.
1. Research
Reviewed user needs, competitor flows, and ordering pain points.
2. Wireframe
Mapped the core flow from menu browsing to checkout and tracking.
3.Test
Identified friction in the delivery vs. pickup decision and checkout hierarchy.
4. Refine
Moved important choices earlier, simplified checkout, and improved tracking visibility.
Before
After
What Changed
Surface delivery choice early
Placed delivery vs. pickup upfront based on testing insight.
Simplify checkout hierarchy
Reduced cognitive load with clearer steps and concise summaries.
Improve real time tracking
Added live status, prep updates, and delivery ETA.
3
Final Experience
The final ArenaGo experience helps fans order quickly, choose the right handoff method, and track food from the kitchen to their seats.
KEY UX WINS
Faster ordering
Clearer delivery choice
Real time visibility
Seat based delivery
Consistent navigation
Live game score display and browse popular options.
Browse food and drinks tailored to the user’s seat/location.
Review item details, customize, and add to cart.
Choose delivery or pickup upfront and place the order confidently.
Follow real-time status updates until the order is ready or delivered.
1. Home
2. Menu
3. Item Detail
4. Checkout
5. Tracking
4
Impact + Takeaways
40%
reduction in time to checkout
35%
increase in task success rate
4.8/5
user satisfaction rating
60%
Drop in support requests
Key Takeaways
Early usability testing uncovered hidden friction.
Clear choices and hierarchy drive faster decisions.
Real-time updates create trust and reduce anxiety.
What's next
Group orders
Split payments
In-seat recommendations
Expansion to more venues
WHAT I LEARNED
Arena Go showed me how small moments of friction can have a major impact on the user experience. I have been in many stadiums, people need quick decisions, clear choices, and real-time updates without feeling distracted from the game. This project taught me the value of making key actions visible early, reducing unnecessary steps, and designing for context so fans can order food with confidence while staying focused on the live experience.
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