The Dugout
A shuttle-exclusive mobile experience that turns the commute to Dodger Stadium into part of the game-day experience, using interactive predictions, live game feedback, and rewards to incentivize fans to ride public transit.
Role
UX Design / Ideation Lead
Team
Marcus Birggans, Cory Cantrell, JJ Farr, Ian Pagel
Duration
16 weeks
Project Brief
Dodger Stadium faces ongoing challenges related to traffic congestion, long arrival times, and expensive parking, negatively impacting the fan experience.
While the current Dodger Stadium Express shuttle provides a free public transit alternative, it remains underutilized due to low awareness and a lack of meaningful incentives. This project challenged our team to design a digital experience that would encourage fans to choose the shuttle over driving.
Project Challenge
Problem
Dodger Stadium experiences extreme traffic congestion, long arrival and exit times, and high parking costs. Although a free shuttle option exists, most fans still choose to drive because the shuttle experience lacks visibility, incentive, and engagement.
Insight
Fans are more willing to change behavior when incentives feel exclusive, game-connected, and rewarding in real time. The time spent traveling to the stadium represents an untapped opportunity to engage fans rather than a barrier.
Solution
Create a shuttle-exclusive mobile experience that turns the commute into part of the game-day experience, using interactive predictions, live game feedback, and rewards to incentivize fans to ride public transit instead of driving.
My Role
As the UX Design and Ideation Lead, I led concept development, ideation, and prototyping, applying insider baseball and stadium knowledge while learning directly from an experienced UI-focused project manager.
Field Research
We walked the route from Chinatown Station to Dodger Stadium to understand physical and wayfinding barriers faced by shuttle users.
I also observed shuttle boarding and drop-off zones during a live Dodgers game, identifying moments of friction and untapped engagement opportunities before stadium entry.
Persona
“Dodger baseball is a family tradition, but let's be real, the cost of parking and gas to get to Chavez Ravine is a non-starter for my budget. The shuttle is a lifeline; it is the difference between missing the game and being in the stands.”
Diego, 36
Prototype Evolution
Lo-Fi Prototypes
Low-fidelity prototypes helped us quickly explore layout, user flow, and feature scope. They allowed the team to align on the core experience and eliminate unnecessary complexity early.
Mid-Fi Prototypes
Mid-fidelity prototypes focused on hierarchy, navigation, and interaction clarity. These screens helped us refine how users accessed the shuttle exclusive prediction challenge and moved through the experience with minimal friction.
Hi-Fi Prototypes
High-fidelity prototypes simulated real game day scenarios, including live predictions and rewards. These were used for usability testing and presentations, validating that the experience felt intuitive, engaging, and game connected.
Core Features
Onboarding
The onboarding experience introduces fans to The Dugout's exclusive features. “Ride the Shuttle. Play the Challenge. Win the Prizes.” sets the expectation that this is more than just a transit app.
Shuttle Tracker
Real-time shuttle locations, wait times, and route maps help fans find the closest shuttle and know when the next one is coming.
The Dugout provides helpful, accurate information to reduce stress of fans worried about missing the game.
Live Prediction Challenge
Once inside the Prediction Challenge, fans answer five game-specific questions—things like “who will hit a home run” or “how many runs will be scored tonight?”
Each question includes contextual hints, so fans aren't guessing randomly—they're making informed decisions based on real game data. The final “lock-in” moment creates anticipation that carries through the entire game.
Prediction Challenge Flow
Live Rewards
When a live prediction comes true, the experience immediately reflects that outcome. Users get a notification that their prediction was correct.
If a prize is unlocked, fans can redeem it instantly through a scannable voucher—turning a correct prediction into a tangible, in-stadium reward like a free Dodger Dog or concession voucher.
Prize Tiers
The rewards page shows earned prizes and progress toward higher-tier rewards. More correct predictions unlock better prizes, ranging from a free Dodger Dog for one correct answer up to a free Dodger Jersey for getting all five predictions right.
AR History Experience
Explore the rich history of the Los Angeles Dodgers through an interactive augmented reality experience. Scan prompts around the stadium to bring legendary players to life.
Shuttle Exclusive Challenges
Scan the Dugout QR code while aboard the Dodger Stadium Express shuttle to unlock the Prediction Challenge. The highest score wins an exclusive prize—making the shuttle ride itself a competitive experience.
User Feedback
“I love the shuttle idea! I'd definitely consider it, especially if I can snag some food or merchandise on the way to the game.”
Dodgers Fan
“Being able to predict plays? That's awesome! It adds a whole new layer of engagement to the game.”
Dodgers Fan
Based on user feedback, we:
- 1. Streamlined the shuttle boarding process
- 2. Enhanced communication on wait times
- 3. Improved shuttle route tracking
In-Game Jumbotron Advertisement
A grand-prize feature that rewards top-performing shuttle users with a personal moment on the stadium jumbotron while reinforcing the value of riding the shuttle to 56,000 fans.
- Entices fans that didn't play the prediction challenge with a premium reward
- Spreads awareness of the shuttle-exclusive experience
- “Ride to the game. Play to win.”
Future State
While Prediction Challenge and Trivia is only available to shuttle riders, we can extend the experience beyond physical rewards.
Add digital rewards for completing the challenge
Provide users with a virtual token to redeem for future use
Offer personalized thank you messaging from the team
Provide users with a digital coupon for a future ride