Melbourne and Olympic Parks (M&OP) is Australia’s premiere sporting and entertainment precinct, hosting some of the nation’s largest and most famous events, including the Australian Open. The precinct includes Rod Laver Arena, Melbourne Arena, Margaret Court Arena, AAMI Park and the Holden Centre, as well as a range of function, training and administration facilities.

Business Challenge


In addition to ensuring guests have an enjoyable time at large sporting and entertainment events, M&OP wanted to find a way to improve the guest experience during event egress, enabling a faster exit and reducing the anxiety often associated with leaving large venues.

There is a range of public transport options in and around the precinct, but choosing the right one can be confusing for guests, especially for those new to the area.

Approach


Tigerspike's Experience Definition, a consultative ideation and design process that defines the solution to a specific business challenge, uncovered opportunities to utilize real-time public transport data, combined with an intuitive wayfinding solution to improve the guest egress experience.

Potential solutions were tested with a Proof of Concept (POC) which focussed on ensuring the solution was compatible with existing technologies and infrastructure at the precinct. Tigerspike developed a customized solution for display on venue screens, integrating with Public Transport Victoria's Open Data API and seamlessly incorporating wayfinding and accessibility information.

Outcome


The final solution, named CuPID, displays up to the minute arrival and departure information for trams and trains around the venue, as well as walking distances, accessibility information and options for people with a disability.

76% of guests surveyed found the information useful in making egress decisions.

CuPID is now being rolled out across even more venues in the precinct and is a celebrated part of M&OP's transformation.