VFL Wolfsburg pre snack order feature
Exploring how VfL Wolfsburg could connect tickets, seats and stadium food into one matchday journey.
Hexad uses Mesh platform to maintain the VFL wolfsburg website and I joined the team to refine the ticket journey, during my time we also explored whether the experience could extend beyond seat selection into stadium snack pre-ordering.
The concept helped test what a more connected matchday journey could look like, using match and seat context to reduce friction at the stadium.
As the idea developed, it became clear that the experience depended on systems outside the core ticket flow, including external ticketing, venue operations, concession systems and fulfilment.
The final product scope therefore stayed focused on the part we could reliably own: ticket selection and seat selection.
I kept the exploration because it helped clarify where the product boundary should be, and what would need to change before a broader matchday experience could become viable.
Year
2025
Client
VFL Wolfsburg / Hexad Spain
Role
Senior Product Designer
Work
Product strategy · UX architecture ·
AI UX · Interaction design · Prototyping
Team
Product Manager,
1 front end developer, 2 backend developers,
2 designers including me
Why explore beyond ticket experience
Product opportunity
Make the ticket useful beyond entry.
Explore whether match and seat context could connect ticketing with nearby kiosks, pre-ordering and pickup inside the Volkswagen Arena.
Fan goal
Spend less time in queues, more time at match.
Reduce the effort of finding, ordering and collecting food during the most time-sensitive moments of matchday.
Business opportunity
increase F&B transactions
increase average order value through bundles
distribute demand between kiosks
improve matchday satisfaction
strengthen adoption of the VfL app as the primary matchday companion
Data insights
~29.000 fans
Volkswagen Arena can host 28,917 spectators, creating concentrated demand around kickoff and halftime.
32 kiosks
Plus mobile counters across the arena meaning demand still has to be distributed across a finite number of service points.
15 min half time
One of the biggest food-and-drink demand moments happens inside a very short break.
The opportunity wasn’t simply to sell food digitally, it was to reduce friction during an unusually compressed service window.
The journey
From match discovery to match day experience
We explored how the context created during ticket booking could extend into another high friction moment on matchday: getting food without missing the match.
Solution preview
Simplified seat selection for the match
Before it was difficult to check if you're selecting seats in the right area until you add and click continue.
We simplified it by letting users see the seatmap in a list or if selected seatmap view, they see more information upfront.
Before
After
Concept screens
Expanding tickets selection to include pre-ordering of snacks
Popular section at start for quick selection from high sales products
Chip filter for quick filtering
Easy to customise the order
Reduce information overload on payment screen
Next steps highlighted after payment/before match
