Service Design

Improving the customer parking experience at Hartwall Arena

Hartwall Arena – Parking project
2017–2018, Hartwall Arena

Hartwall Arena is known as a focal point of experiences and events. Its diverse offering includes events from top sports to concerts by international stars.

Yleisöä areenatapahtumassa (kuvituskuva)
06.10.2020
Corporate collaboration

Challenge: The challenge was to highlight Hartwall Arena’s uniform brand in all the activities and the shared service culture. The parking experience was one of the areas worked on.

How do customers see Hartwall Arena now and in the future?

The assignment aimed to brighten the Hartwall Arena brand in parking, reception, food and corporate services. Hartwall Arena houses several services under the same roof from restaurants to security services, some of which are outsourced. Hartwall Arena’s unique brand should visible in not only its external appearance but in each operator’s service culture within the building.

Why is the parking experience important?

The experience of customers who drive to the arena begin when they approach the car park, driving along Arenakuja. You can only make a first impression once, and a ruined parking experience would start the evening badly. Our service design team studied the customer’s path from the car park to the ticket checkpoint. Interviews and observational studies were conducted to find out how the visitors felt upon arrival and which factors – such as weather or traffic jams – affected their mood.

How did it turn out?

The visual appearance of the indoor car park was updated in order to improve the parking experience, adding various signs, a Welcome gate and a selfie wall. The appearance of the car park varies depending on whether the visitors are coming to a pop concert or ice hockey match. In addition, the parking service employees received guidance in their work, and all the services were updated under the Arena brand.

Result: The visual appearance of the indoor car park was updated in order to improve the parking experience. Various signs, a Welcome gate and a selfie wall were added to the car park. In addition, the parking service employees received guidance in their work, and all the services were updated under the Arena brand.

Read more about the LAB8 service design