When we started, there wasn't much to the Bypass application beyond a simplistic, elegant idea, save some market research and a good ole gut feeling. Viget worked with the product's founder to further define the nature and shape of the application across devices, from mobile to point-of-sale to desktop. Not only were we designing the go-live features of Bypass, but we were also architecting the platform for immediate growth post-launch, such as scaling to encompass native iOS and Android versions, and integration(s) with existing food systems used in venues.
Part "why didn't we think of that" regret and "I would use this tomorrow" enthusiasm was the right, motivating mix to help Viget launch Bypass Lane, a new mobile application for ordering food at stadium events -- from rough idea to fully-functioning commercial application inside of 90 days.
What we did
Prototyping & Testing
At the time of launch, Bypass was a pretty novel product. And as much as we have confidence in our design decisions, we certainly value the benefit of iterative prototypes and user testing, particularly with new applications. The success of Bypass would be heavily influenced by the environment in which users were using the application, both the mobile app and the point-of-sale interface. Through informal and in-venue testing ahead of launch, we were able to advance Bypass in meaningful ways that better positioned it for quick adoption and growth.
Branding & Positioning
Presentation and positioning should be considered a component of a start-up's minimal viable product (MVP). Many entering the market are looking to raise additional funds or at least build awareness; and launching with a credible, thoughtful brand can prove incredibly valuable. In addition to building the app, Viget shaped the mark, overall palette and messaging (and personality) for Bypass, giving the start-up a persuasive and established stance as it continued to sell into large stadiums.
A particular challenge taking Bypass from concept to usable application in just a matter of a few months was covering all the screens needed to realize the full experience. Not only did we need the app to run across various mobile devices, but we also needed a point-of-sale interface to receive and fulfill concession orders. And, of course, the start-up required a compelling marketing site to receive leads and market the application.
Bypass Lane is now being used in 34 stadiums across all 4 major professional sports (plus MLS and college). Notable teams that have Bypass Lanes in their home venues include the Philadelphia Eagles, the Texas Rangers, the Dallas Mavericks, Stanford University, the University of North Carolina, and the Washington Capitals.