MLB x NEC
Designing MLB’s brand new facial recognition ticketing system
Client: Major League Baseball + NEC
Year: 2023
Role: Industrial Design
Team: McKay Nilson, Julianna Miller, Vasily Romanov
The MLB tasked Smart Design to help envision the first physical expression of their brand language, a facial recognition ticketing kiosk. This monolith speeds up the flow of traffic, and provides an eyes up experience for fans that allows them to take in the grandeur of the ballpark, versus distracting them with phone centric digital ticketing experiences.
“No more fumbling for a phone at entry, waiting through a wonky bar code scan, or shuffling through a lengthy line at one gate to catch a baseball game at the home of the National League champions.”
Go-Ahead Entry System on Pilot Launch Day 4 at Phillies Stadium, Philadelphia, PA
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Directional lighting cues
Given the flexibility in placement for this unit, offering directional lighting to help guide the free flow process enables a faster and clearer experience for fans and ticketing agents alike.
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The Beacon
Atop this six foot tall monolith sits a large LED light panel with a diffused glow to serve as a first wayfinding point for new fans. This lighting also serves as a secondary confirmation, drawing fans eyes upward to the camera.
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For the fan, and the operator
Creating intentional surfaces for the operator, and meaningful visuals and confirmation for fans creates an impactful user experience.
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Integrated user experience
With directional lighting cues on the body, confirmation in the beacon and at mid height, the go ahead entry system provides an impactful integrated user experience.
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Pivoting operator screen
Triangular structure helps to enclose the pivoting operator screen. By creating a pivoting element, the device has better flexibility and positioning in the stadium.
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Intentional part breaks to add feedback
The center body part break houses a lighting element that helps to add visual feedback for successful or unsuccessful scans. This color changing element is white in a neutral state, green in successful state and blue when attendant support is needed.
Defining the physical expression of a largely digital brand.
Working with MLB to define what the first physical expression of their brand could look like, from form and color to lighting and screen perceptions. We defined four initial expressions for the free-flow monolith that helped inform our overall design approach.
Portal
Playing up the idea of the monolith as a portal to the stadium, forms divided centrally by light or dynamic part breaks to create an entryway
Flag
An asymmetrical form that reduces the bulk of the overall design, the “flag” format helps cue directionality and movement.
Flow
More organic forms that communicate the flow of traffic and smooth movement in a softened approachable form.
Beacon
Emphasizing the lighting elements, enabling the monolith to become a beacon of light that draws people towards it.
With a desired pilot launch in just a few months, designing a quickly manufacturable and compelling artifact was paramount.
MLB’s Go Ahead Entry System is an Honoree for the 2024 CES Innovation awards in Sports & Fitness.