San Diego Padres "Ballpark App"
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Product
A 12-part instructional video series created for the San Diego Padres to guide fans through the MLB Ballpark app experience, simplifying mobile ticketing, check-in, and in-game features. Emmy-nominated for Excellence in Instructional/Informational Content.
San Diego Padres
1 month
As Major League Baseball shifted toward a fully mobile-first fan experience, the San Diego Padres needed to ensure that every ticket holder, from season-ticket veterans to first-time attendees, could confidently navigate the MLB Ballpark app.
The challenge wasn’t just technical. It was behavioral.
Fans were being asked to:
Abandon printed tickets
Manage digital ticket transfers
Complete mobile check-ins
Access concessions, upgrades, and in-game features through their phones
For many users, this created friction at the worst possible moment, outside the gates, in line, under time pressure. Confusion around logins, digital wallets, barcode access, and app navigation led to bottlenecks, customer service strain, and unnecessary stress for fans who just wanted to enjoy the game.
The Padres needed a solution that would:
Reduce support requests and gate delays
Increase adoption and confidence in the app
Communicate clearly across a wide demographic range
Maintain the Padres brand voice
In short:
How do you turn a potentially frustrating technical requirement into a seamless, fan-friendly experience?
That was the problem the video series set out to solve.
We transformed what could have been a dry technical walkthrough into a clear, fan-first instructional video series designed for real-world use.
Instead of overwhelming users with dense help articles or static screenshots, we created 12 short-form, visually engaging tutorials that broke the MLB Ballpark app experience into simple, actionable steps. Each video focused on one specific task, allowing fans to quickly find exactly what they needed.
The approach prioritized:
Clarity over complexity: Clean screen captures, guided motion graphics, and concise voiceover removed ambiguity and reduced cognitive load.
Bite-sized structure: Short runtimes respected attention spans and made the content ideal for email distribution and web embedding.
Real-world context: The walkthroughs reflected the actual fan journey, anticipating common pain points before they became frustrations.
Brand alignment: Visual design, pacing, and tone matched the Padres’ energetic, welcoming identity.
Strategically distributed via targeted email campaigns and featured prominently on the Padres’ official website, the videos met fans where they were.
By reducing friction, increasing app adoption, and streamlining the entry experience, the series helped transform mobile ticketing from a potential bottleneck into a seamless part of the Padres game-day experience. This series earned an Emmy nomination from NATAS Pacific Southwest for Excellence in Instructional/Informational Content.
