Lord's Connected Stadium Strategy

Digital meets traditional

MCC is the world’s most active cricket club, the owner of Lord’s Ground and the guardian of the Laws and Spirit of the game. It was founded in 1787 and moved to its current home in 1814. There are 18,000 Full and 5,000 Associate Members of MCC. The Club plays over 500 games a year, working both around the world and in its local community to promote the game of cricket.

Lord’s has an ambitious vision and roadmap for the future. The team knew that excellent customer experience assisted by technology was key to delivering this. However, the use of technology within a well established and traditional stadium environment is not clear-cut, so First we had to understand Lord's unique and prestigious modus operandi.

Harnessing technology to improve fan experience

Our process

To really develop and deliver useful and exciting services that cricket fans and visitors will love we needed to align our approach with their needs. That meant identifying the relevant user groups (match-day visitors, non-match day visitors and potentially visiting fans and remote fans), getting to know their relevant needs and habits and testing and building ideas with them. We looked at data, existing research and most importantly carried out a series of match day observations.

In parallel we worked with the business to understand the operational and commercial challenges they face. This consisted of face to face and team discussions and then walking and talking the workings of each team during match day observations. We engaged with teams from across the business, from security to catering, getting a deep understanding of needs, processes, gaps and opportunities.

We did an initial piece of analysis, where we identified some key potential roles for technology, then brought everyone into a workshop where defined ideal journeys and ideated together around new digital and tech tools. The result was a full stadium tech strategy and roadmap which we then presented back to the business. 

Exhausting match day research in progress at a county cricket game!

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