LA Clippers / Intuit Dome
Designing digital experiences for a live stadium ecosystem where fans, staff, events, and operations had to work together in real time.
I contributed to the digital experience of Intuit Dome, the LA Clippers' stadium ecosystem, working across fan-facing and operational touchpoints. My work included user flows, product proposals, research support, calendar improvements, notification strategy, a User Communication System proposal, and post-launch optimization opportunities grounded in real fan and staff behavior.
Company
LA Clippers / Intuit Dome
Industry
Entertainment / Sports / Venue tech
Role
UX Designer
Product type
Stadium digital ecosystem / Fan App / Staff App
Timeline
May 2024 – Dec 2024 · Jun 2025 – Oct 2025
Team
UX, Visual Design, BA, PO, Client Stakeholders, Research, Development
Methods
Discovery, User Flows, Benchmarking, Intercepts, IDIs, Notification Strategy, Prototyping, Documentation
Tools
Figma, FigJam, Claude, Jira, Confluence, Miro
Status
Launched ecosystem / Post-launch optimization / Some proposals evolved after handoff
Some parts of this project are under NDA, so I'm showing a curated version of the process, artifacts, and outcomes. Sensitive screens, business logic, operational details, and internal documentation have been blurred or simplified while keeping the design decisions, methodology, and my role clear. I'm happy to walk through more detail privately in an interview or portfolio review.
Sensitive product details have been blurred or simplified to protect confidential business information.
Context
Intuit Dome is a complex stadium ecosystem where digital experiences support different types of users before, during, and after live events. The product environment included fan-facing experiences, operational tools, communication touchpoints, event discovery, notifications, and post-launch improvements.
I joined the project during a high-pressure period connected to the stadium launch and later returned for post-launch optimization. The work required adapting quickly to changing scope, understanding a new business and operational context, and collaborating closely with UX, visual design, business analysis, product, research, and client stakeholders.
Why it mattered
Designing screens was the smallest part of it. In a stadium environment, digital decisions affect how fans discover events, get information, move through the venue, and interact with services while things are happening live. The UX had to connect product logic, operational constraints, fan behavior, and business priorities, and it had to do it without slowing delivery down.
My role
I worked as UX Designer, contributing to both hands-on design execution and strategic product thinking. My role connected user flows, research insights, product proposals, communication logic, and cross-functional alignment.
- Designed user flows, screens, benchmarks, presentations, and UX documentation.
- Contributed to Fan App and Staff App improvements across launch and post-launch phases.
- Proposed a unified calendar view for games and events.
- Developed a User Communication System proposal with notification types, priority levels, channels, and implementation guidelines.
- Supported remote and onsite research activities through observation, documentation, intercepts, and IDIs.
- Helped translate fan and staff behavior into UX opportunities for product improvement.
- Collaborated with UX, visual design, BA, PO, client stakeholders, and research teams.
- Used AI to refine communication copy, understand user stories, and generate visual exploration ideas.
The challenge
The main challenge was designing and improving digital experiences within a live stadium ecosystem, where product decisions had to support fans, staff, events, operations, and business priorities under constantly changing conditions.
- User challenge: fans needed clear ways to discover games and events, understand what was happening, and receive timely information without feeling overwhelmed.
- Business challenge: the product ecosystem needed to support the stadium launch, post-launch optimization, and evolving priorities across multiple stakeholders.
- Design challenge: the UX work happened in a fast-moving environment with shifting scope, complex product logic, operational constraints, and many touchpoints that needed consistency.
Problem statement
How might we help fans and staff navigate a complex stadium experience through clearer digital flows and communication patterns, while supporting launch readiness, post-launch optimization, and evolving business priorities?
Goals & success criteria
User goals
- Help fans understand games, events, and venue-related information more clearly.
- Improve discoverability across event and calendar experiences.
- Reduce confusion around communications, notifications, and in-app messages.
- Support staff-facing experiences connected to operational needs.
Business goals
- Support the digital ecosystem around the Intuit Dome launch and post-launch roadmap.
- Help product teams make faster, clearer UX decisions under changing scope.
- Improve consistency across communication touchpoints.
- Translate real fan and staff behavior into product opportunities.
Design goals
- Create clear user flows and product proposals.
- Improve event discovery through a unified calendar concept.
- Define a structured communication and notification strategy.
- Support research synthesis and documentation for product decisions.
- Deliver UX artifacts that reduce ambiguity for stakeholders and development teams.
Process
01 — Discover
Understanding the stadium ecosystem before designing the experience
I started by building context around the product ecosystem, user types, operational needs, and launch-related priorities. The project required understanding not only the app, but how the digital experience connected to the physical venue, fan behavior, staff workflows, and real-time event operations.
- Reviewed user stories, product requirements, and existing product documentation.
- Analyzed the relationship between Fan App, Staff App, events, communications, and operations.
- Participated in remote research support through observation, note-taking, and documentation.
- Supported onsite research at Intuit Dome through intercepts and IDIs to capture real fan and staff frictions.
- Identified where digital flows could better support real-world behavior inside the venue.
- Used benchmarks to understand patterns for event discovery, calendars, notifications, and stadium experiences.
How I used AI
I used AI to accelerate my understanding of user stories and extract what was strictly relevant for design. I also used Claude to organize context and generate early visual exploration ideas. Final decisions stayed grounded in UX criteria, stakeholder feedback, product constraints, and real research observations.
Research synthesis used to connect real behavior inside the venue with digital product opportunities.
02 — Define
Turning research and product complexity into clearer UX opportunities
After understanding the ecosystem, I helped translate scattered inputs into clearer UX opportunities. This included identifying where users needed better navigation, where communications needed more structure, and where product logic needed to be simplified before moving into detailed design.
- Synthesized research observations, stakeholder inputs, and user stories into actionable UX opportunities.
- Identified improvement areas across event discovery, communication flows, and staff/fan interactions.
- Defined UX direction for the unified calendar proposal.
- Structured the logic behind notification types, priorities, delivery channels, and communication rules.
- Aligned proposals with UX, visual design, BA, PO, and client stakeholders.
How I used AI
I used AI to help summarize complex user stories and clarify the design-relevant information. This helped me move faster through ambiguity, but the final UX direction was shaped through product discussions, stakeholder feedback, and project constraints.
Opportunity map used to align user needs, product priorities, and communication touchpoints before designing solutions.
03 — Develop
Exploring flows, calendar improvements, and communication patterns
With the UX direction clearer, I moved into hands-on exploration. I worked on flows, screens, product proposals, and documentation that helped the team evaluate different ways to improve the stadium digital experience.
- Designed a unified calendar proposal to bring games and events into one clearer experience.
- Adapted calendar, list, and opponent views as scope and requirements evolved.
- Created user flows and screens aligned with roadmap priorities.
- Developed a User Communication System proposal with notification categories, priority matrices, delivery channels, and implementation guidelines.
- Refined emails, notifications, and in-app communication copy to make messages clearer and more useful.
- Iterated based on feedback from design leads, product, BA, client stakeholders, and evolving business needs.
How I used AI
I used AI to improve and refine copy for emails, notifications, and communication flows. I also used Claude to generate visual ideas by providing the project context, constraints, and goals. The AI outputs were only a starting point; final design decisions were shaped by UX judgment, stakeholder feedback, and product feasibility.
Calendar exploration used to improve event discoverability and create a more coherent navigation experience.
Communication system proposal created to bring more structure and prioritization to in-app messages and notifications. It was delivered as a strategic proposal; the implementation evolved after handoff as the roadmap changed.
04 — Deliver
Supporting launch, post-launch optimization, and future product decisions
The final work helped support launch-related delivery, post-launch optimization, and future decision-making across the digital ecosystem. Some proposals were delivered as strategic foundations and evolved later as the product roadmap changed.
- Delivered user flows, screens, benchmarks, presentations, product proposals, and UX documentation.
- Contributed to the unified calendar experience proposal for games and events.
- Delivered a User Communication System proposal as a strategic foundation for future communication decisions.
- Supported research documentation and synthesis for post-launch optimization.
- Helped translate real user and operational frictions into product improvement opportunities.
- Collaborated with cross-functional teams to keep UX decisions aligned with evolving roadmap priorities.
How I used AI
I used AI to support documentation, copy refinement, and fast synthesis of design-relevant information. This helped me move faster in a complex environment, while final outputs remained grounded in UX criteria, stakeholder reviews, and product constraints.
UX documentation created to reduce ambiguity and support future product decisions across the stadium ecosystem.
Before / after
Before
The digital ecosystem had multiple touchpoints, changing requirements, and communication needs that could become fragmented across fan-facing and operational experiences.
After
The work helped create clearer UX proposals for event discovery, communication logic, notification prioritization, and post-launch optimization grounded in real user and staff behavior.
Final solution
The final proposal focused on three main experience improvements:
Clearer event discovery
A unified calendar concept brought games and events into a more coherent experience, helping users understand what was happening at Intuit Dome from one place.
More structured communication
The User Communication System proposal defined notification types, priority levels, delivery channels, and guidelines to support more consistent communication decisions.
Research-informed optimization
Remote and onsite research helped translate real fan and staff behavior into UX opportunities for Fan App, Staff App, and broader product improvements.
Impact & results
User value
Helped identify and address frictions that affected fans and staff in real venue contexts.
Business value
Supported launch and post-launch product decisions within a high-pressure stadium ecosystem.
Product value
Proposed clearer structures for event discovery, notifications, and communication patterns across the digital experience.
Team / process value
Created documentation, proposals, and research-informed recommendations that helped reduce ambiguity and support cross-functional alignment.
Obstacles & trade-offs
This project required constant trade-offs between user needs, business priorities, operational constraints, and changing scope. The stadium environment made the work especially complex because digital flows were connected to real-time physical experiences.
- Navigating frequent changes in scope, requirements, deliverables, and priorities.
- Understanding a complex stadium ecosystem in a short period of time.
- Balancing fan-facing needs with operational and staff-facing requirements.
- Designing under launch pressure while maintaining quality.
- Creating proposals that could support the roadmap even when implementation evolved.
- Working in English and collaborating in a multicultural project environment.
- Translating research observations into practical product opportunities.
What I learned
This project reinforced that product design in a live ecosystem isn't really about the screens. It's about understanding how digital decisions play out in the real world, especially when the experience is tied to an actual physical space.
- I learned how important it is to connect digital flows with real-world user behavior.
- I strengthened my ability to work in complex, fast-changing product environments.
- I improved how I translate user stories into design-relevant decisions.
- I learned how communication systems can reduce friction when they are structured with clear priorities.
- I confirmed that research is most powerful when it helps teams see what is happening beyond the interface.
- I strengthened my ability to contribute both remotely and onsite in a multicultural, English-speaking project.
What leaders said about my work
Stephanie consistently delivered high-quality work across user flows, presentations, benchmarks, and screens, showing excellent time management and adaptability in a complex project environment.
Hemant Patil, PM & Camila Maria Ferraro Murdoch, Design Lead
Your ability to take the lead and tackle challenges head-on, even when you may not have all the necessary tools and knowledge, is truly commendable.
Isadora Valline, Design Director
Her contribution to the Intuit Dome research was crucial. Her experience and perspective were fundamental to the project.
Carolina Vassallucci Duarte, PM & Lucia Hidalgo, Design Lead
Intuit Dome pushed me to work at the edge of digital and physical experience at the same time, across teams that didn't always agree on priorities. What I took from it is a sharper instinct for turning requirements that keep shifting into UX proposals solid enough to actually support both users and the people making product decisions.
Stephanie Cacheo — Senior UX Designer