Persona Development for the Polar Park Mobile Application by Billy Duulal Abigail O’Sullivan Jerry Perez Persona Development for the Polar Park Mobile Application An Interactive Qualifying Project submitted to the Faculty of WORCESTER POLYTECHNIC INSTITUTE in partial fulfilment of the requirements for the degree of Bachelor of Science by Billy Duulal Abigail O’Sullivan Jerry Perez Date: 13th May 2020 Report Submitted to: Dan Rea, Bart Harvey, and Steve Oliveria Worcester Red Sox Professor Purvi Shah and Professor Sarah Strauss Worcester Polytechnic Institute This report represents work of WPI undergraduate students submitted to the faculty as evidence of a degree requirement. WPI routinely publishes these reports on its web site without editorial or peer review. For more information about the projects program at WPI, see http://www.wpi.edu/Academics/Projects. ii Abstract The Worcester Red Sox plan to open the world’s most innovative ballpark in the heart of Worcester, Massachusetts. To achieve this goal, the company is developing a stadium-specific mobile application that will provide the best user experience. Working out of the Worcester Community Project Center, our main goal was to survey the target population, in order to understand what benefits people are looking for in this mobile application. With over 400 responses to our survey, this information was sorted, analyzed, and relayed to the Worcester Red Sox as to what features they should include in their mobile application. Our data was displayed in the form of a benefit/feature infographic and seven personas that represented the potential users of this mobile application. iii Acknowledgments We would like to express our extreme gratitude to those who have supported our team throughout our project. With challenges due to making our project completely virtual because of COVID-19, our team could not be more grateful for those who aided us in making sure our project was a success. First, we would like to thank our sponsors from the Worcester Red Sox: Bart Harvey, Dan Rea, Steve Oliveira, and Charles Steinberg. Their support and guidance allowed us to complete this project to its fullest potential, providing them with information to further develop a mobile application with the best possible user experience. Additionally, we would like to thank our interviewees and survey-takers for providing us with the data to give the Worcester Red Sox useful information to best design their new mobile application. Finally, we would also like to thank our advisors from Worcester Polytechnic Institute: Professor Purvi Shah and Professor Sarah Strauss. Thank you for your guidance and support during the course of our project. Your assistance, valuable input, and continuous feedback allowed us to bring this project to its utmost potential. iv Authorship Section Author Revisor Abstract Abby O’Sullivan Jerry Perez Acknowledgements Abby O’Sullivan Jerry Perez Executive Summary Billy Duulal Jerry Perez Introduction Billy Duulal, Abby Billy Duulal O’Sullivan, Jerry Perez Background Abby O’Sullivan Jerry Perez “Worcester” Red Sox Jerry Perez Billy Duulal Our Goal Jerry Perez Billy Duulal The Customer Journey Jerry Perez Abby O’Sullivan Persona Development – An Overview Abby O’Sullivan Billy Duulal User Experience Billy Duulal Jerry Perez Methodology Jerry Perez Abby O’Sullivan Methodology Approach Jerry Perez Abby O’Sullivan Interviews Jerry Perez Billy Duulal Benefits and Drawbacks of Interviews Billy Duulal Abby O’Sullivan Interview Participants and Process Abby O’Sullivan Billy Duulal Surveys Abby O’Sullivan, and Jerry Billy Duulal Perez Benefits and Drawbacks of Surveys Billy Duulal Jerry Perez Survey Audiences and Location Abby O’Sullivan Jerry Perez Alternative Methods: Phone Calls and Focus Jerry Perez Abby O’Sullivan Groups Findings- An Overview Abby O’Sullivan Jerry Perez Data Analysis Jerry Perez Abby O’Sullivan Additional Findings Abby O’Sullivan Jerry Perez Future Research Abby O’Sullivan Jerry Perez Conclusion Jerry Perez Abby O’Sullivan References Billy Duulal, Abby Billy Duulal, Abby O’Sullivan, and Jerry Perez O’Sullivan, and Jerry Perez Appendices Billy Duulal, Abby Billy Duulal, Abby O’Sullivan, and Jerry Perez O’Sullivan, and Jerry Perez Appendix H: Personas Billy Duulal Abby O’Sullivan, Jerry Perez v Table of Contents Abstract ..................................................................................................................................................... iii Acknowledgments .................................................................................................................................. iv Authorship .................................................................................................................................................v List of Figures ........................................................................................................................................viii List of Tables............................................................................................................................................ ix Executive Summary ................................................................................................................................. x Introduction.............................................................................................................................................. 1 Background .............................................................................................................................................. 4 “Worcester” Red Sox .......................................................................................................................................... 4 Our Goal .................................................................................................................................................................. 4 The Customer Journey ...................................................................................................................................... 5 Mapping the Customer Journey .........................................................................................................................................................6 Digitizing the Customer Experience ................................................................................................................................................7 The Customer Journey - Ticket Purchase ......................................................................................................................................7 The Customer Journey – Solutions for a Stress-Free Experience ......................................................................................8 The Customer Journey - The FooD Experience ...........................................................................................................................9 Persona Development - An Overview ...................................................................................................... 11 What is Persona Development? ...................................................................................................................................................... 12 Stages of Persona Development ..................................................................................................................................................... 12 Items to Consider When Developing a Persona ...................................................................................................................... 13 User Experience ............................................................................................................................................... 13 What is User Experience? .................................................................................................................................................................. 14 User Experience Design ...................................................................................................................................................................... 15 Methodology ........................................................................................................................................... 16 Methodology Approach ................................................................................................................................. 16 Interviews........................................................................................................................................................... 17 Benefits anD Drawbacks of Interviews ........................................................................................................................................ 19 Interview Participants anD Process .............................................................................................................................................. 20 Surveys ................................................................................................................................................................ 22 Benefits anD Drawbacks of Surveys .............................................................................................................................................. 23 Survey Audiences anD Location ...................................................................................................................................................... 24 Alternative Methods: Phone Calls and Focus Groups ........................................................................