Boca Juniors'  Member Experience

/The project's main goal
The Club Atlético Boca Juniors (CABJ) is following the steps of the Juventus and Arsenal football clubs to use the ethnographic approach to map and find opportunities for improvement in CX along with improving the club's offerings and facilities.

​/The research process
As a project leader, held direct contact with the client and steakholders. Built the consulting team to conduct ethnographic research, aligned them with the methodology and the project's objectives through Design Thinking workshops and trainings. Also managed the fieldwork activities and strategy to gather as much information as possible in a match context.

I also designed and conducted ethnographic interviews with the club's personnel, choosing the key actors among them in regards to the touchpoints and processes identified during the participant observation. 

To complement the qual input gathering, designed a validation survey to provide further quantitative insights.

The main deliverable was a CX diagnose report with the findings and action plan along with an infographic with experiential and quantitative data to help the marketing team achieve the new goals based on the CX strategy for the upcoming year.