FIFA Now, Atlanta always
Designing a scalable navigation system in preparation for 2026 FIFA World Cup in Downtown Atlanta, GA.
225,000 out-of state visitors are expected to come to Atlanta for FIFA World Cup in 2026.
Downtown Atlanta’s current information service was created when the city hosted the 1996 Olympics, and is long overdue for a modern re-design.
Service Design Lead
•
10 weeks
•
ADID x SCAD Serve
•
Service Design Lead • 10 weeks • ADID x SCAD Serve •
We delivered…
a scalable and modern navigation system supporting out-of-town tourists and Downtown Ambassadors.
OUR TEAM AND CLIENTS
OUR TEAM AND CLIENTS
Branding Design
Our Branding team focused on the Recognition phase of the navigation journey, where users recognize the brand as navigation and tourist support through multi-channel messaging.
Graphic Design, Advertising, Motion Media Design
Interaction Design
The Interaction team was responsible for the Engagement phase of our navigation journey, where users interact with our navigation system through digital kiosk interaction, or face-to-face conversation with Downtown Ambassadors.
UX Design
Design Strategy
I led Design Strategy, which directed the Expansion phase that ties together a cohesive ecosystem that supports the greater missions of Downtown Atlanta, ensuring a navigation system set grow with the city.
Service Design
We began our research with an audit of wayfinding systems and signage across the continental United States.
We studied successful navigation ecosystems for large international ecosystems.
We listened to our audience: tourists, employees, and downtown decision-makers.
“[Tourism services] don’t really have any info or guidance on local attractions for tourists.”
Rengin Torun, Tourist
“Space can be challenging sometimes…we need more storage.”
LT Richard Cunningham, Downtown Ambassador
“A digital kiosk could be another layer of data collection for us.”
Marcus Mister, VP Operations at Atlanta Downtown Improvement District (ADID)
Our branding team defined requirements for a wayfinding strategy tailored to Atlanta, GA.
We met with vendors and prioritized technology solutions for a digital navigation system.
I documented all of our research and opportunities in 2 Service Blueprints.
Ambassador-led navigation
Digital kiosk navigation
Branding delivered a scalable design system to match the city’s bold and culturally diverse energy.
And shared how the designs could be applied across channels to create a recognizable brand for locals and out-of-town guests.
UX team prototyped and tested many iterations of UI designed for our digital kiosk.
The final kiosk interface represents an accessible system designed for all visitors to experience the heart and soul Downtown Atlanta.
As the design strategy lead, I defined key metrics for the digital kiosk to help Downtown Atlanta make data-driven decisions that enhance the guest experience.
With actionable insights and defined success criteria, Atlanta Downtown can build on existing initiatives to guide future growth and improvement.
Expand efforts to support tourism and pedestrian activity in the heart of Atlanta.
Develop new opportunities to bring Downtown’s history to life.
Target street lighting improvements to support street life.
