AEG Europe: Premium Portals
Product Design, Research & Insights and Business Innovation
AEG is a world leading sports and live entertainment company, who for more than 20 years have played a significant role in transforming the live entertainment industry. With a global network of venues, powerful sports franchises, music brands, integrated entertainment districts, ticketing platforms and global sponsorship activation.
AEG Europe tasked Dominic with a brief to redesign the Premium Portals across their European venues. Such as The 02 London, Mercedes-Benz Arena Berlin, Barclaycard Arena Hamburg and Stockholm LIVE (Ericsson Globe, Annexet, Hovet and Friends Arena).
The Premium Portal is an online experience used by the venue’s Suite Owners and Premium Club members. Enabling these guests to book their premium experiences through setting up guest lists, to facilitating transport arrangements to organising the dining requirements within the suite or lounges.
Minimal Brief
Dominic likes to compose what he calls a ‘Minimal Brief’ that enables him to establish a stronger understanding for the core focuses of the brief. To ensure he isn’t distracted by other details, that would play a part in the execution of the work after his involvement concludes.
Portal Offering
Manage Suite Bookings
Manage Guests
Book Event Tickets
Order Food & Beverage
Portal Goals
Premium Experience
Drive Revenue
Improve Business Operations
Feedback
Improved User Interface
Improving Existing Functionality
New functionality to maximise revenue
User Experience & Interface Ambitions
Align Business Systems
Introduce New Features
Improve the experience of our premium user
Resources
Existing Premium Portals (Live & Staging)
Outputs of already completed requirement gathering sessions
Communications with the local premium portal teams
Functional and technical specifications
Wireframe & Prototyping
Dominic designed journeys and prototypes for each venue. To enable each venue team the ability to see how the requirements were coming to life, the solutions that were being refined and positioned to make contextual sense to the users.
He also hosted calls with each venue team weekly to actively review and challenge with feedback to improve the experience further. But also include key venue requirements to each unique journey.
Visual & Interface Design
Considering the various brand/commercial partnership languages, it proved a challenge for Dominic to apply the various visual language treatments to the same key screens, components and modules.
Component & Module Library
To make the build of these portals more efficient for the engineering team, Dominic designed all the unique and specific components within each of the venues commercial/brand identity.
