Amelia Hancock

Los Angeles Dodgers Trading Room

With the Los Angeles Dodgers Digital Trading Room, my team at R/GA created the ultimate “inside baseball” experience: a one-of-a-kind digital hub for the team’s front office. Conceived through extensive consulting with the Dodgers' Baseball Operations team, the digital system combines a customized desktop application, console controller and massive physical display system with real-time access to the latest data from internal and external sources on performance statistics, scouting, salary, and health data. The powerful resulting experience gives the Dodgers a data-driven edge over their competitors in planning, projecting and simulating critical scenarios for the team's roster.

 

Scouting Workflow

Through a series of stakeholder interviews, we aligned on a workflow that would suit the front office's scouting needs.

Scouting Workflow
 

Designing a tool for individual research

We created a web platform that allowed users to search for players by query, browse by team,
and create preference lists (lists of potential players for recruitment).

Browsing players by team and depth chart

Setting financial projections for players

Final design for Roster interface

 

Designing a tool for collaboration

Once users created preference lists, they needed a tool to facilitate group discussion.
We created a large-display web application to allow stakeholders to compare, highlight, project, and share players under consideration.
The biggest design challenge I faced was defining an interaction pattern for controlling the big screen.

Initial rendering of the Digital Trading Room

Initial rendering of the Digital Trading Room

Considerations for screen control: user control/choreography, number of controllers, amount of information on each screen, presenter mobility

Considerations for screen control: user control/choreography, number of controllers, amount of information on each screen, presenter mobility

The final solution included two simplified second screens for control -- a fixed flanking display and a mobile iPad

 

Designing custom data visualizations

Visualizations used in the application itself needed to maintain a level of utility,
but we were able to push the envelope a bit with the screen saver state for the large screen.
Passersby were interested in current rankings, game scores/statuses, and news from baseball insiders. I created a visualization system that was an entirely new way to easily scan and track what happened within a displayed baseball inning.

Visualization system exploration for real-time game tracking

Visualization system exploration for real-time game tracking

FInal design for real-time game tracking screen saver

 

Experience Design Team

R/GA
Michael Lewis, Creative Director
Gene Perelson, Associate Creative Director
Luca Masud, Associate Creative Director
Amelia Hancock, Experience Designer
 

Awards

Clio Awards (2015)
Silver, Digital/Social
Bronze, Digital Technique
Bronze, Digital

Information is Beautiful Awards (2015)
Bronze, Commercial Client Project 

Cannes (2015)  
Shortlist for Creative Data