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SYDNEY OLYMPIC PARK
Building a Seamless Multi-Channel
Wayfinding System

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OVERVIEW

Sydney Olympic Park immediately implemented a number of the initiatives developed by Proto Partners, extending the wayfinding experience from the moment a visitor begins to consider a visit to when they arrive home, not just their movements within the Park.

 

BUSINESS/DESIGN CHALLENGE

How might Sydney Olympic Park provide visitors with such an unforgettably good experience they want to return and explore more?

CUSTOMER STRATEGY

Having undertaken over 10 different forms of research including ethnographic, customer shadowing and immersion within the Park, Proto Partners developed a Customer Strategy with 3 key pillars at its foundation:

1. TURN TRANSACTIONAL MOMENTS INTO EMOTIONAL - Large organisations can sometimes get caught up in delivery, which is very transactional and practical. Organisations need to recall their responsibility also extends to the emotional journey of their customers.

2. ONE THING AT A TIME, AT THE RIGHT TIME - Customers only want the information they need, as they need it and in a format that is appropriate to their situation.

3. BE TRANSPARENT, BE UPFRONT - Good relationships are built on sharing strengths and weaknesses. By being more transparent, the Park Authority can set expectations, gain compassion and ultimately avoid misunderstanding.

OUTCOME

Sydney Olympic Park immediately implemented a number of the initiatives developed by Proto Partners. The key changes undertaken are:

1. A deeper and broader understanding of the wayfinding experience.  This now extends from the moment a visitor begins to consider a visit to when they arrive home, not just their movements within the Park.

2. Increased use of digital channels to help customers prepare for their visit.

3. Introduction of a realistic communication strategy, which is friendly and easy to understand.

4. Changes and improvements to current and planned wayfinding infrastructure designed to appeal directly to customers and enrich their experience in the Park.
 


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