Wickets to Clicks

How The Melbourne Cricket Ground Used Responsive Design and Interactive Maps to Enhance the In-Stadium Sport Fan Experience.

Mcg.org.au receives more than 4 million page views annually and, with a planned roll-out of free high density Wi-Fi at the stadium in late 2015, the organisation realised it needed to overhaul its online experience. Ben McAuliffe, Executive Manager of Customer Engagement at the Melbourne Cricket Club (MCC) explains: “We could see that mobile traffic to the website was growing and that people were trying to access the site while they were actually at the ‘G. We wanted to encourage this and provide functionality and information that would improve their stadium experience.”