Close collaboration and experienced technologists, a winning combination for Major League Baseball Advanced Media.
Major League Baseball Advanced Media (MLBAM) powers the digital experiences that bring America’s pastime into the future. Everything from streaming apps for fans to CRM tools for each of the clubs and tools for broadcast partners. One piece of technology, web forms for ticket purchases, contests, sweepstakes etc. had become out of date and needed an update to fix inefficiencies and reduce headaches for their partners at the club level.
Working with Spark Digital, MLBAM was able to remake the product from the ground up, satisfy a large stakeholder base, exceed performance expectations and eliminate inefficiencies all while saving vital human resources.
The process for clubs to create their web forms was slow, manual and a drain on human resources. Consequently, opportunities for clubs to quickly develop forms that would increase customer engagement and capture customer information were being lost or delayed. To keep the clubs, their primary stakeholders, happy, MLBAM needed to take the pain of the process away by making it faster and easier.
While the basic goal of efficiency was obvious, MLBAM still needed to identify specific pain points that would drive the prioritization and development of new features within the product roadmap.
Automation. The old solution was highly manually and therefore slow and expensive. The new form system needed to reduce the need for custom code and backend system maintenance by 80% or more.
CMS Integration. The new form system had to be compatible and integrated into the CMS MLBAM used for its other web services.
Dynamic Scalability. The old platform was self-hosted and built on antiquated technologies such as Applets. The new product needed to fix those problems by moving to a cloud-based host while also accounting for large spikes in use during contests, sweepstakes or bursts of ticket transactions. The new tool had to dynamically handle peaks in traffic and reduce scale when needed to minimize cost.
UX/UI. Automating form creation would put more responsibility of form creation with the club marketing departments. Instead of engineers doing the work marketing departments would take on a larger role. This meant that a user friendly UI needed to be developed which then, of course, had to connect fields and other data with the existing backend.