REMOVE THE GUESSWORK
FROM GAME DAY
Design complete Know Before You Go systems
without adding in-season work
The best game day is the one people know how to have.
What’s second nature to some fans is brand new to others. First-time visitors — and people back for the first time in a long time — don’t know what to expect.
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Most Know Before You Go content reads like a risk management checklist or an A-Z guide few people read, not something that helps you plan a day. It assumes people already understand the flow of the day, the traditions, and all the unwritten rules.
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So people show up unsure, rushed, and stressed. They miss moments. They get frustrated by lines, rules, and logistics. And they leave wondering if the experience was worth the effort.
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This isn’t a logistics problem. It’s an uncertainty problem.
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People don’t need more rules. They need orientation. Reassurance.
And a clear sense of how the day is supposed to feel.
Design for fan behavior, not just operations.
WHAT CHANGES WHEN YOU FIX IT
When guidance replaces guesswork,
the entire day changes for fans and staff.
Fewer confused and frustrated guests
Fewer staff escalations and exceptions
Smoother lines and steadier flow​
​More people present and engaged in the moments that matter
WAYS TO WORK TOGETHER
A focused review of Know Before You Go content across web, apps, and email to evaluate how well fans can plan the experience they want and where better guidance would make the day easier
FAN JOURNEY SCAN
An in-person, end-to-end walkthrough of game day — experiencing the day as fans do
and observing how easily they can navigate the full experience
without needing extra help.
UNDERCOVER FAN
A facilitated fan-first working session that brings teams together to examine the real decisions fans face and align on how clearer guidance can support more autonomous choices throughout the day.
KNOW BEFORE YOU GO WORKSHOP
HOW I WORK
I don’t deliver a deck and disappear.
I work alongside teams to look at the full fan journey through real fan eyes — find what’s unclear, what’s missing, and what’s creating friction — and turn Know Before You Go into a system that actually works in real life.
Sometimes that means:
The goal is simple: Make game day easier for fans — and easier for staff to run.
Reviewing what you already have.
Walking the experience myself, undercover
Getting the right people in a room and finally aligning the full journey.
MEET KATIE
I bring over 15 years in sports and experience design, shaped by organizations that obsess over how people actually move through real environments.
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I’ve seen how great ideas survive — or quietly fall apart — once they meet real operations.
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My work is grounded in understanding what it’s like to run events with limited time and resources, what breaks in real life versus what looks good on paper, and how to design systems that make the work easier, not heavier.