Emirates Dubai 7s Ticketing Platform & Mobile App
Led the product and delivery efforts for the development of a new mobile app and ticketing platform for Emirates Dubai 7s 2021, revolutionizing the event experience for thousands of rugby fans.
The Challenge
Before partnering with Back9, the Emirates Dubai 7s relied on manual ticketing processes using PDF tickets and lacked insights into attendee behavior. The event organizers had minimal data on attendee demographics, spending habits at venues, and overall engagement. The goal was to enhance the attendee experience and increase engagement before, during, and after the event through a digital solution.
The Solution
As Head of Product and Delivery, I worked with the Back9 team to develop and launch a comprehensive Event App for the 2021 Emirates Dubai 7s. The app allowed attendees to buy, transfer, and store tickets digitally in the App Wallet, access real-time event schedules and news, and make digital payments. We implemented QR code scanning for seamless event entry and created a post-event data insights report to give organizers visibility into attendee demographics and behavior for future planning.
The Outcome
The app transformed the event experience for attendees and provided key insights for event organizers, making it a resounding success.
- 80,000+ ticket passes distributed through the app
- Over 2 million app interactions
- 2,400+ digital payments processed
- 3,000+ tickets scanned per hour during peak times
- Improved attendee engagement through schedule, results, and news features
- Provided detailed attendee demographic and credit spend data for future event planning
Client Testimonial
"The new ticketing platform transformed our event operations. It's user-friendly, efficient, and significantly boosted our ticket sales."
Event Director
Emirates Dubai 7s