Case Study: Designing a premium service for Manly Warringah Sea Eagles’ Chairman’s Club

Manly Warringah Chairmans Club Case Study

The Challenge

The Chairman’s Club provides a premium game day experience for Rugby League enthusiasts at Brookvale Oval, home venue of Manly Warringah Sea Eagles. Hewlett Packard Enterprise approached Praxis to re-imagine the end-to-end experience for guests and hosts. The objective was to design a seamless and integrated service across physical, digital and human touch points to be scaled for further products and clients.

Game day

Praxis adopted a human-centred approach to frame the problem and understand the current state of the Chairman’s Club experience for core user groups. A range of stakeholders were engaged and interviewed, including a contextual inquiry on the night of the game, to identify activities, behaviours and pain-points across touch-points.

Synthesizing research to communicate touch-points

To craft a premium service, the experience was benchmarked against ultra premium services including the Singapore Airlines Suites Class. These insights were mapped to pre-game and in-game touch-points to prototype a first-class game day experience.

Designing a premium service for game day

Building the solution

The proven prototype was developed into a responsive web-based application to link the human, service and third-party touch-points and provide an integrated and seamless experience for guests and hosts.

“The expectation was a world-class service at an exclusive event, and it was delivered.”