The interactive map had seen minimal updates between 2021 and 2023, leading to several issues. The map’s colors no longer aligned with Lumen Field and Seahawks branding, recent wayfinding updates within the stadium were not reflected, and many locations were inaccurate or contained only minimal information. Additionally, outdated pathways and discontinued locations remained on the map, creating confusion and reducing overall usability.

Our old map, with several inaccurate locations throughout the Field level.

One of the maps I marked up during my audit.

To address these issues, I began by tackling location inaccuracies. I sourced CAD drawings from our stadium facilities team, gathered concession information from our marketing team, and conducted a comprehensive audit of stadium locations.

Armed with an iPad and paper maps, I walked through Lumen Field, marking every stadium location and amenity to ensure accuracy. I then cross-referenced my findings with internal-use maps from the stadium concessions and conversions teams, filling in any missing details and updating their internal maps as needed.

To address these concerns, we aligned the interactive map with Lumen Field’s new wayfinding system, which introduced distinct neighborhoods with names and colors to help fans orient themselves. I collaborated with our vendors to update the map’s color palette to reflect these neighborhoods and added reference zones to every location so that clicking on a place would display its associated neighborhood for better wayfinding.

A map of the Lumen Field neighborhoods. Image via LumenField.com.

To address user concerns about limited search capabilities, I worked on enhancing the metadata for each location to make searches more intuitive and accurate. These improvements included:

• Concessions: Added menu items and categorized food types.
• Landmarks: Included past names, common nicknames, and descriptive identifiers.
• Misspellings & Variations: Analyzed failed searches and added common misspellings, abbreviations, and alternate terms to location metadata.

These changes significantly improved search success rates, reducing frustration for users who previously struggled to find locations using informal or outdated terminology.

A concession location, filled out with menu items and food types.

A map location, completely filled out with relevant location.

Each location on the map was enhanced with:

• Detailed descriptions to provide useful context.
• Multiple categories for improved filtering.
• Photos of location exteriors (and interiors, when applicable).
• Reference zones displaying the stadium neighborhood they belong to.
• Icons to visually indicate a location’s category on the map.
• Buttons for relevant links (e.g., menu pages, accessibility details).

These updates allowed fans to make more informed decisions about where they wanted to go while making the map visually and functionally more engaging.

A route from a directory to Guest Services, with both a QR code and step-by-step directions option.

Each kiosk provides two ways to access directions:

• QR Code Navigation – Fans can scan a QR code to pull up directions on their personal device.
• Step-by-Step Directions – Users can receive on-screen walking directions directly on the kiosk.

By integrating both search-based navigation and interactive map browsing, the kiosks serve as a crucial resource for fans in need of quick, reliable directions throughout the stadium.

Once the kiosks were built around Lumen Field, we analyzed data on the most selected and searched-for locations to optimize the interactive map start screen. Quick-links were added for Guest Services, Men’s Restrooms, Women’s Restrooms, and The Pro Shop, providing fast access to high-demand locations.

These quick-links were also integrated into the Navigating Lumen Field webpage to improve digital wayfinding. Additionally, this data was shared with the stadium team to inform future physical signage placements near map kiosks, directing fans to key locations based on the most frequently searched terms.

Quick-links on the directory kiosks.

Before the implementation of digital directories, navigating Lumen Field was a significant challenge. The stadium’s horseshoe shape, bottlenecked staircases, and 70,000 attendees created a complex environment for fans trying to find their way. Our digital directories have transformed the wayfinding experience, helping fans move through the stadium more efficiently. Seeing families scan QR codes to find their seats or reviewing analytics that show fans discovering new concessions reinforces the importance of this work. This project has not only simplified navigation but also enhanced the overall game day experience for thousands of Seahawks fans.

Image via Seahawks.com.