Queen Elizabeth Olympic Park

Customer Expectations for the Olympic Park Services

2 min read
Design Research
situation & task

Informing a future vision of the website

Queen Elizabeth II Olympic Park, in London, United Kingdom, is a sporting complex built for the 2012 Summer Olympics and the 2012 Summer Paralympics, situated to the east of the city and adjacent to the Stratford City development. It contains the athletes’ Olympic Village and several of the sporting venues including the Olympic Stadium and London Aquatics Centre, besides the London Olympics Media Centre.

After having mainly focused on opening the park, the team at QEOP wanted to take stock and see how well the website meets their users’ needs and behaviours. The ultimate goal for this project was to help create a brief that would inform the future vision of the website, and how the organisation use it to communicate with the public.


Defining next steps for stakeholders

We created a report identifying the different customer types and needs, which then tied them back to the website and any changes that needed to be made.

Following on from the presentation, we ran a workshop with the team to help transform the insights and recommendations into actions associated to specific people within QEOP. This was done to help maintain the momentum of the overall project, and factor in business needs.

at a glance


User interviews, reporting, workshops, personas

Future vision

The project aimed to inform the future vision of the Queen Elizabeth II Olympic Park website to better meet user needs and behaviors.

Exploration of expectations

Conducted ten interviews with local and remote individuals to understand their knowledge and expectations regarding the park and assess the website's presentation of experiences.

Spotless package recommendation

Totally Understand Your Customer; Set Your Strategic Direction; Design Your Future


Early development cycle recommendations

Through user testing, we were able to recommend improvements to the calendar functionality and design early on in the development cycle. This meant making changes to improve the usability and user experience was much simpler for the design teams rather than waiting till the end of the design and build process, when there would be less time and budget to get things right.

Due to the agile workflows, we didn’t produce a typical usability report. We helped manage and share a collaborative issue list with notes around prioritisation of issues and assigned responsibility to each relevant party, taking into account design, business and technical constraints.


Direct insights from our valued partners, capturing the essence of Spotless collaborations.

"Spotless worked with us as our business partner, always going the extra mile to ensure our needs were met in a professional and timely manner."

Sharon Stinton, Learning and Development Leader
GE Money

"We required 'out of the box' thinking, meticulous attention to detail, an instinctive understanding of game design and a high-level of UX expertise. We got all of this and more."


"Spotless has been extremely professional and the team have worked closely with us to achieve our objectives and helped us frame our thinking in ensuring the outcome matched our initial scope."

Jennie Curran, Client Relationship Manager
BBDO Stoy Hayward

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