HOW DESIGN THINKING CHANGED THE GAME
AT NORTH MELBOURNE FOOTBALL CLUB
If you see some cool changes when it comes to the match day experience at North Melbourne this season, you’re seeing the results of Design Thinking spring to life. We’d love to share the exact details on what’s coming but...you’ll have to keep an eye out in the 2016 season to see what’s new at the club.
The Naked Ambition crew worked with a cross functional team at NMFC from a variety of roles from membership to community engagement, operations to the retail shop to apply a Design Thinking approach on how to improve the match day experience for their fans.
GRAND PLANS – Teams were able to come up with over 50 fresh ideas, finally whittling these down to three solid prototypes that solve some of the challenges that fans come across on game day (like how to keep a family of all ages entertained) and also enhance the sense of pride, community and family history they told us was so important to them. These prototyped concepts will be launched and testing in the 2016 footy season.
A CULTURE SHIFT – Design Thinking is not about a one time ideas boost. Cameron McLeod, the General Manager of Community Engagement, says the program has had an immediate but lasting effect on how the club thinks about creating value for their members. He’s now seeing team members use a Design Thinking, customer-centred mentality to collaborate with other colleagues in coming up with new ideas and actually implementing.
“We've had a fantastic experience through the design thinking process and it won't just stop here—we'll start to apply this in other parts of our business, and look at other ways in which we can involve our people, and make better decisions for the future."
INCREASED MEMBERSHIP – The tangible result the team was truly rallying around was an increase in their membership base, which is steadily growing as they better understand the needs of their supporters. As Cam put it—“By applying this design thinking methodology, and sitting down with those fans - and they were family members, young professionals, they might be single, or young and old, we were able to then start to better understand what their passion points were, and what were the things that they would like to see on game day that would incentivise them to come along and be involved with our game, each and every week."
Watch more of what Cam has to say here.
Want the full skinny (or full fat – we don’t judge) and more detail on how this all unfolded? Read the full case study here.