SkyCity, Auckland, NZ
The All Blacks Experience (ABEx) is a world-class Auckland-based visitor attraction providing an engaging, entertaining, inspiring and unique insight into New Zealand told through the stories of New Zealand’s national game and the world-famous All Blacks. Through the use of innovation and technology visitors will engage in a full sensory, interactive, and immersive experience, complemented by a café and retail outlet, to make this a compelling attraction for international and domestic visitors.The All Blacks Experience uses the All Blacks legacy and the many stories across communities, school, and club rugby to connect the experience to the rest of NZ, through the concept of Heartland. The All Blacks Experience is a partnership between New Zealand Rugby and Ngāi Tahu Tourism (a subsidiary of Ngāi Tahu Holdings which is governed by Te Rūnanga o Ngāi Tahu). It is designed to showcase the All Blacks players, the team, and all of our national teams in black. Through the use of innovation and technology it will provide a full sensory, interactive, and immersive experience; the only rugby attraction of its kind in Aotearoa New Zealand and the only All Blacks attraction in the world.
My main role as 'Team Lead' was to discover what the client needed, prioritising what to build next, recruit and rally my team around a product roadmap.
Allblacks, New Zealand
Experience Design: 2 months (2017)
Illustrator, Photoshop, Powerpoint, Conceptual Design, User Centred Design (UCD)Visit Website
The UX Challenge
My team was briefed with recent events involving several years of feasibility, market testing, and internal NZR process where the
All Blacks Experience project (ABEx) commenced at the end of 2014,
with the initial experience concepts developed by UK-based design firm StartJG and signed off by NZR’s CEO in September 2015.
The UX Approach
Growing up in New Zealand, I understood the needs and expectations of the project was culturally sensitive to unify brand identity with Maori Iwi. So we created a proof of concept that allowed integration to be ambulant and cost-efficient with future-proof technology.
The entrance for existing cultural institutions in New Zealand has a pattern of appropriately setting up their experiences as soon as the visitors arrive. The Auckland and Wellington International Airports have Manakitanga spaces that celebrate local culture.
The Design Process
In summary, we Empathised with how the Allblacks approached iwi culture, so that we could DEFINE the public and site requirements, providing solutions in the form of branding. Subsequently, TEST the solution based on Stakeholders' (Iwi) feedback in preparations for product roadmap requiring a high-level summary of the future direction of the product's offering and features.
The Proof Of Concept
The manaakitanga area will have a carved wooden panel with the names of Allblacks from the last 100 years. One side of the panel is intentionally left blank, uncarved to provide a sense of expectancy to continue the legacy of the All Blacks. It will serve to galvanise future generations who aspire to have their names etched onto the monument. Whenever new Allblacks are selected, a woodcarver would engrave their names during an observance - a living monument to the All Blacks. This event may be turned into a red carpet ceremony, similar to the Hollywood ‘walk of fame’.
The UX Impact
After years of detailed research, planning, design, and construction, The Allblacks Experience is open to the public. Set to become one of New Zealand’s must-do tourist attractions, it is incredibly exciting to see the All Blacks Experience taking shape at SkyCity