— Discover
With no direct precedent for in-seat stadium delivery at this scale, research started with the fan experience itself. I mapped the friction points in a typical stadium visit — concession lines averaging 15+ minutes, merchandise locations requiring fans to leave their seats, and no digital ordering option of any kind. I studied existing food delivery UX patterns from consumer apps and identified the key differences in a venue context: users are distracted by a live event, often ordering in groups, under time pressure between plays, and may have limited mobile connectivity in a packed stadium.”

— Define & Design
The design strategy centered on speed and simplicity — every flow needed to be completable in under 60 seconds without requiring the user’s full attention. I designed six core screens covering the full purchase journey: service type selection, personalized recommendations, product browsing, product detail, billing, and order confirmation. Dynamic pricing was integrated directly into the browsing experience rather than revealed at checkout — a deliberate UX decision to build trust and reduce abandonment. The backend CMS was built on Magento, customized to support multiple venue configurations, service zones, and real-time inventory management.

— Deliver & Measure
While sEAT was never brought to market, the project was completed to a fully functional prototype and design-ready state. All six core user flows were designed, documented, and validated for usability. The concept demonstrated that a seamless in-seat delivery experience was technically and experientially achievable — and the patterns developed here directly informed my later work on consumer-facing mobile UX.