UX Research
Mixed Methods
Client Project
Understanding the Graduate Fan Experience at UMD Sporting Events
A UX research project uncovering why graduate students skip UMD athletic events, and what would bring them to the stands.
Client
UMD Athletic Department
Role
UX Researcher
Timeline
5 weeks, Fall 2024
Team
4 researchers
Overview
Problem Statement
There was a need to understand what influences graduate students' decisions to attend UMD sporting events. The research aimed to uncover barriers to attendance, identify the best ways to communicate event information, and explore strategies to enhance the game-day experience.
Research Question
What motivates UMD graduate students to attend UMD athletic events?
Goal
Identify pain points in the fan experience for graduate students and propose actionable solutions to increase their engagement.
Research Approach
We combined a quantitative survey with qualitative user interviews to understand both what graduate students experience and why. Participants included students with varying levels of engagement in UMD sporting events.
92.5%
hear about games through email, ahead of social media and word-of-mouth
81.2%
say email is the channel they'd most prefer to be reached on
62.3%
want more affordable food and drinks at games
Top 5 barriers to attendance
1. Game times conflict with a busy schedule
2. Not having a friend or group to go with
3. Weather conditions
4. Concessions are too pricey
5. Insufficient awareness of events
Synthesis
We analyzed interview and survey data using affinity diagramming, grouping similar insights into themes to surface key patterns and underlying challenges in the fan experience.
Emerging themes
Barriers to attendance: food costs, lack of time, and having no one to go with
Motivations for attending: social engagement, team spirit, and atmosphere
Opportunities for improvement: streamlined ticketing, better communication, and more incentives
Day-in-the-Life Model
Mapped how attending games fits into a graduate student's broader routine, surfacing competing priorities and time constraints, and opportunities to make attendance more seamless.
Identity Model
Explored how academic identity, social affiliations, and cultural background shape interest in attending, informing more tailored messaging and event offerings.
Persona
We synthesized data points from the survey and interviews into a persona representing the barriers, motivations, and communication preferences of a typical UMD graduate student fan.
Stakeholder Wall Walk
We conducted a wall walk where classmates and faculty reviewed our findings and shared feedback, ideas, and questions directly on sticky notes, which we incorporated into our final recommendations.
Proposed Design Concepts
1. Fan Connection Feature
"Not having a friend or a group to go with"
Graduate students typically stay for only two years and often lack a network of friends to attend games with. We proposed a chatroom feature connecting fans, with entry points built into tools students already use: a post-checkout CTA after ticket purchase, a targeted email call-to-action, and a dedicated chatroom section on the website.
2. Redesigned Email Communications
"Emails should communicate clear details"
With 92.5% of students relying on email as their primary channel, we designed two email poster templates emphasizing clarity, excitement, and visual appeal, highlighting game times, gate instructions, and incentives like giveaways to drive turnout.
Outcomes & Key Insights
Interest exists but needs support
Most graduate participants showed real interest in athletic events, but logistical and social barriers hindered participation.
Social dynamics are critical
Lack of companionship was one of the top reasons students chose not to attend games.
Communication gaps
Event details were often missed due to disorganized or passive communication channels.
Atmosphere shapes attendance
Concession quality, accessibility, and social engagement were critical to the overall game-day experience.
This project was a chance to work with a real client and real users under a tight five-week timeline. With more time and budget, I believe this research could inform meaningful design and business solutions for the Athletic Department, from a buddy-matching feature to shuttle services and more inclusive concession options.
Let’s build
something