Experience management platform
Litehouse
Role: Lead Designer ⋰ User experience ⋰ User interface ⋰ Marketing ⋰ Brand
Product: SaaS + Consumer
Litehouse is an experience management platform for digitally enabled smart spaces. It was acquired by the owners of the Anaheim Ducks hockey team to integrate, operate, and improve guest experiences at the Honda Center hockey arena and the forthcoming District; OCVIBE’s 100 acre smart neighborhood development project surrounding the Honda Center.
Priorities
Litehouse’s first priority was guest experiences at the Honda Center, who has a 17,000 seat capacity and annually hosts hundreds of hockey games, concerts, and other events. Honda Center guests want great in-person experiences while the business needs increased revenue per event.
The second priority was the experience for Litehouse platform users, who needed tools to drive improved guest engagement across unique event experiences.
Management System
Big picture
Design Litehouse’s management system and mobile app with the best in class features and workflows associated with a Mobile Content Management System.
Need
OCVIBE and Ducks Marketing team would build event campaigns with mobile content (pages, promotions, assets) and communications (push notifications) to maximize guest engagement before, during, and after each event. They could focus and personalize each engagement element with customer Segments and content Targeting and monitor and optimize their efforts via data Insights all inside Litehouse.
UX process
Whether managing my internal and external design team members or designing myself, we collaborated directly with product managers, engineers, stakeholders, and users. It was critical to work directly with the Marketing team users; conducting interviews, workshops, and feature reviews to validate and enhance platform features. We’d weigh their needs against our long-term roadmap to strike a balance in delivering utility and value to both customers and platform.
Features
Schedule + event management
Content designer + Campaigns
Asset manager
Push notifications
Segmentation + Targeting
Data insights
Attribute based action control (ABAC)
Schedule
Schedule: week view
Litehouse and Honda Center are driven by events; hockey games, concerts, fights, and a lot more. My product team knew this view would be heavily used by many personas with differing workflow needs so personalizable ways to view and understand time were needed, which I wanted to stitch together with familiar mental models to decrease cognitive load for users
Events have multiple phases, which need time context and relationships visualized for users to understand the full event.
Presenting persona-based data Insights in context of events (example: ticket sales wants to know total ticket sell through) was heavily desired by most data-focused users.
Schedule: list view
Designer
Our Marketing team, who mostly came from Social Marketing, needed intuitive content construction, crafting, and targeting tools to speed their workflows and guardrail the content quality.
I designed a no-code WYSIWYG designer for both Mobile Pages and Push Notifications, featuring a Library of custom branded components for the Ducks. The Asset Manager makes uploading, managing, finding, and using digital assets easy at the platform level and inside Mobile content flows, to decrease user context switching.
Asset Manager
Assets are uploaded, managed, and used by different users in a large organization like Ducks and OCVIBE, so I focused on providing organization and viewing that could be optimized for different workflows across a team of content makers, designers, and approvers.
Pages
This view is the heart of the content creator workflow. My team’s users interviews and conversations uncovered their backgrounds as non-designers with very low CMS experience, therefore we needed a no-code designer with custom Component Library and integrated Asset Manager to support their needs.
Additionally this design facilitates Targeting pages or components to personalize content to users to increase engagement.
I also saw a need to view historic Page designs and content with Versions, especially to contextualize content with data Insights or provide content visual references inside Insights.
Notifications
Crafting great notification copy and delivering to the right audience is one of Litehouse’s most critical workflows as it drives early engagement with core audience members, who we know heavily traffic the Honda Center and spend more per event so I designed this view to be uncluttered and focus strictly on content, Segment Targeting, and destination links.
Users really appreciated the switch to preview push notifications in both iOS and Android, even though iOS makes up 68.3% of our user devices.
Data
Data tells the story of our customer’s engagement strategy and execution and their KPIs so we need effective tools to not only present data Insights but control what users see what mobile content and communication.
Segments
Segments help focus content for specific users but can be complex to build, especially for our initial low-tech users, so I designed a condition builder that would visually validate membership counts and data types as users worked
It also shows Membership estimates and updates to the conditions to contextualize how Segments change because of both condition and data changes
Insights
Business goals prioritized mobile performance and in-arena concession ordering metrics, so I focused on high-level presentations of those with controls to change key metrics without leaving the main view
I borrowed from UI frameworks form Google Analytics as this was the only platform our users were familiar with to aid their onboarding and intuitiveness
Designing for time as both date range and event-based was critical to mapping Litehouse Insights to mental models and calendar-style event management for Honda Center and Ducks organizations
Mobile App
Our Litehouse future vision was an improved guest experience through streamlining and automating in-event frustrations like unavailable parking, long lines, and missing key event moments. We focused on immediate wins like event parking and ticket automation, individualized mobile app experiences driven by customer profiles, and arena mobile ordering and in-seat delivery.
We conducted onsite testing of the mobile app, especially for mobile ordering, which integrated point of purchase systems, inventory management, loyalty programs, digital wallet and currency, realtime ordering, and in-seat delivery.
Features
Onboarding + Authentication
Concessions ordering
Loyalty + Digital Wallet
Ticketing + Parking
Event calendar
Notifications
Real-time game statistics
Merchandise
Customer support
Honda Center and Ducks organizations have both Loyalty rewards and ticket holder currencies, which created complexity and frustration when checking out…
“I have Duck Dollars but I can’t see them in my cart… why can’t I use them to tip the delivery person?”)
I redesigned the Review screen and brought rewards, currencies, and tipping into a hierarchical pattern reinforcing membership reward rules and surfaced restrictions to empower users in their system understanding.
Mobile ordering checkout
Less than 9% of new users claimed their free Mighty membership on account signup, which limited our ability to understand and tailor their mobile experiences. Our new Digital Wallet not only allows users to store payment cards for easy access but also served as a secondary marketing space for connecting users to their reward opportunities and driving lifetime loyalty.
Digital Wallet
Outcome
We delivered the Litehouse Mobile Platform – featuring Management and Mobile App – at the beginning of the 2023/24 season which generated over $112.9k in mobile ordering revenue and provided over 8,600 in-seat deliveries.