In the Nashville International Airport, Nashville’s reputation as “music city” completely overshadows their established sports scene. In order to familiarize travelers with Nashville’s 4 professional sports teams, encourage social interaction, and help fill the time of impatient travelers waiting for their bags, this project proposes a new interactive experience. “The N Zone” will consist of 3 large gesture controlled screens located in baggage claim through which users can choose between 4 different 2‑player sports games. Winners will receive a QR code for a prize that incentivizes them to attend a live sporting event or purchase merchandise. Additionally, the cylindrical posts will be turned into screens that will be used for wayfinding and promotion of the current teams in season.
View the complete process including needs analysis, user personas, user journey, branding, and logo design here.
There is a major lack of awareness about Nashville’s professional sports teams. In a survey of 54 people who were asked to name any or all of the Nashville pro sports teams, only 50% of respondents who were locals knew there was a baseball team, and only 54% of the locals knew there was a professional soccer team. Furthermore, 36% of respondents who were not from Nashville could not name a single team.
While most people are in a hurry to get out of the airport, unfortunately many find themselves impatiently waiting at baggage claim for at least 10-20 minutes. This unallocated time would give travelers the opportunity to engage with an interactive display in the form of a 2-player game, encouraging social interaction while becoming familiar with Nashville’s sports teams. Ultimately, raising awareness of the teams will make both locals and tourists more likely to attend upcoming sporting events.
Throughout the concourses, digital signage will hype up “The N Zone” experience and direct people to baggage claim where it is located.
Below is a diagram of the current baggage claim area in the Nashville airport with locations of the proposed gesture controlled screens and posts.
The existing cylindrical posts throughout baggage claim will be turned into screens that will direct travelers to the nearest interactive “N Zone” as well as promote the teams that are currently in season. As seen below, the wayfinding elements will be located in the top and bottom sections of the columns. The main part of the screen will show a looping promo video for the respective team with a static overlay containing the team’s logo, QR code for their ticketing website, and website URL.
The gesture controlled interactive screens invite travelers to play an entertaining and competitive game while waiting for their bags. Users will interact with the screen by standing in the rectangles and moving side to side. This experience inherently promotes all 4 of Nashville’s sports teams and ultimately gives the winner of the game a prize that creates incentive to attend a live sporting event or purchase merchandise.
Below is an user flow for the gesture controlled screens with the example of the football themed game.
1. When no one is standing near the screen, this graphic will be displayed instructing people to “step into the white rectangles to begin.” Once each user steps into a white rectangle, the motion detectors will trigger the screen to advance.
2. This screen invites users to step up into the circle that is color coordinated with the game they want to play.
3. After a player steps into the blue circle selecting the football game, this screen will instruct them to return to the white rectangles and “move side to side to catch the touchdown passes.”
4. By moving side to side, the users will control their respective players on the screen and try to “catch” the footballs as they move from the top of the screen into the end zone. The game will last 30 seconds as each player tries to rack up the most points.
5. After the time runs out, the player with the most points will win and this screen will display two QR codes for 30 seconds before resetting to the first screen. The losing player will be shown a QR code that will direct them to the Titan’s website. The winning player will be shown a QR code that they must scan to claim their prize.
6. If the winning player chooses to scan the QR code, it will open a page containing a coupon for a free drink or food item at a Titan’s game that expires at the end of the season. They will then have to enter their email in order to recieve a redeemable version of the coupon and in doing so will have the option to opt-in for an email subscription that allows future marketing communications. For teams that are not in season, a coupon will be given for a discount on merchandise that can be purchased online.
As seen below in the designs for the other 3 games, the player icons resemble the current jerseys for the respective teams.
