US Open Quiz App [Emirates]
Understanding the brief
Emirates wanted to develop an interactive quiz app for their on-site activation at the US Open 2024. The app needed to allow for easy and fast data capture, and also spread general brand awareness of Emirates and Dubai.
Carrying out the research
I conducted interviews with the creative agency and also on-site event management staff to gather an understanding of the event and how I could help them achieve their goals of capturing guest data and promote Emirates, their sponsorship of the US Open and Dubai tourism.
Developing hypotheses
The qualitative feedback I received informed me that footfall in the activation area was high and a total visitor count during the event would likely exceed 30,000. This is predominantly due to a large volume of people waiting for matches to start outside the stadium - they kill time looking for entertainment, games and merchandise giveaways. Long queues were likely, so the quiz app needed to be simple, clear and fast to complete.
A previous Emirates activation demonstrating footfall and likelihood of queues
Developing the prototype
I spoke with the client to see where we could simplify the registration form. In previous years, data capture methods in the Emirates activation area were lengthy and time-consuming. This resulted in many visitors walking away due to long queues. I analysed what minimum data would be required to begin marketing activities with the user and I managed to reduce the form to 3 fields and a pre-filled T&Cs tick-box. For the quiz, we created a 30 second game that allowed the user to move through the whole process in approximately 1.5 minutes.
New user form screen
Question screen 3 images / 3 answer options
Question screen 1 image / 3 answer options
Applying the interface design
When approaching the UI design, I needed to closely follow the digital brand identity of Emirates, the graphic assets used in the activation booth and sponsorship branding. To help promote Dubai and Emirates' sponsorship of the event, we worked closely with the Emirates corporate communications department and Dubai tourism. Together we gathered attractive imagery and strategically created questions/answers that would allow Dubai tourist attractions to be highlighted.
New user form screen
Question screen 3 images / 3 answer options
Question screen 1 image / 3 answer options
Measuring the impact
In the first week of the activation the game saw over 13,000 unique users and data profiles.
Emirates said they were extremely pleased by the way we were able to streamline the data capture/game process to the point where it achieved all project goals but was able to be completed rapidly without help from event management staff.
Due to the success and flexibility of the application, Emirates have expressed their interest in rolling the app out across their events, sponsorship and exhibitions programme.