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Case study · Momentum Worldwide · American Express

A Wimbledon sponsorship, made playable.

UI and UX design for the American Express Fan Experience at The Championships, Wimbledon 2022, with Momentum Worldwide: two walk-up games for thousands of fans a day, designed to be understood in seconds and played straight out of a queue.

Role
UI & UX Designer
Agency · Client
Momentum Worldwide · American Express
When
May–July 2022, for Wimbledon 2022
Status
Ran for three seasons · Find Andy now in the Wimbledon Lawn Tennis Museum
Andy Murray in Wimbledon whites, hands clasped
Fan Experience
Amex × Wimbledon
American Express
Cover · Wimbledon 2022

Overview

Hospitality for some. A game for everyone.

American Express has sponsored The Championships for years, and Momentum Worldwide looks after how the brand shows up on the grounds, from the Pavilion and the Queue to the Cardmember Lounge. The Fan Experience is the open part: a space any fan can walk into.

The brief was to give those fans something worth queuing for. The answer was two games, built with Momentum’s creative technology team and fronted by Andy Murray: Centre Court Challenge and Find Andy. I was the UI and UX designer for both.

Key art for the two games: Andy Murray in whites among strawberries for Centre Court Challenge, and an illustrated Andy with a racket and clue card for Find Andy
Two games, both fronted by Andy Murray

The brief

Premium, playful, and quick.

  • Open to every fan

    The Fan Experience is for anyone on the grounds, not only Card Members — so nothing could assume a sign-up, an app or an account.

  • Understood in seconds

    People arrive in a queue, often in a group, often with children. A game had to explain itself before anyone read a word.

  • Thousands a day

    A small footprint and a two-week run meant every extra second per player became a longer queue outside.

  • Outdoors, in July

    Hardware, screens and flows had to keep working through sun, rain and constant handover between players.

3D render of the Fan Experience: a floral American Express sign in front of the Centre Court Challenge lanes, with benefit signage on the left
The Fan Experience, planned in 3D
The American Express pavilion on the grounds, with hedges, planters and the games visible through the open front
The pavilion on the grounds

Watch

See both games in play.

Game one

Centre Court Challenge

Players take the role of a ball kid, rolling real tennis balls at targets on a screen against the clock. Up to four people play at once, with a leaderboard to argue over afterwards.

The physical input and the digital feedback had to feel like one thing, so a child’s first roll landed with the same satisfaction as a good serve.

3D render of Centre Court Challenge: four turf lanes divided by low walls, leading to a wide screen of Centre Court, with a leaderboard on the hedge
Planned in 3D: four lanes, one screen, the leaderboard on the wall
The Centre Court Challenge installation: four green lanes leading to a wide screen inviting players to roll a ball to join, with the game’s name on the hedge wall
The empty court, before the doors opened
Four people mid-roll in the Centre Court Challenge lanes, scores showing above each lane
Four lanes, four scores, one leaderboard
Andy Murray in a green-screen studio beside a camera, a monitor and studio lights
Filming Andy on green screen

Andy as the host.

Andy Murray was filmed on a green screen so he could run the game himself: explaining it, cheering players on, and reacting when a roll went wide. The screens were laid out with room for him, from the score to beat to the final results.

Game screen on Centre Court: Andy Murray with arms folded beside his high score of 1500
The score to beat, with Andy on court
Results screen: four player cards ranked first to fourth with scores and strawberry, ice cream and trophy counts, and Andy Murray standing beside the winner
Results: four players ranked, Andy beside the winner

Game two

Find Andy

A hidden-object game on four commissioned illustrations of the grounds, each crowded with detail and hiding one Andy Murray. It is touch-only, needs no explanation, and suits the people a tennis queue is full of: families, groups and anyone killing ten minutes before a match.

After three seasons on site, Find Andy was retired to the Wimbledon Lawn Tennis Museum.

3D render of the Find Andy booth: a navy wall with the Find Andy logo, two touchscreens and a map of American Express benefit locations
The Find Andy booth
Find Andy start screen: the logo and a Play button on a leafy green pattern, with Andy Murray holding a map on the right
The start screen: one tap to play
Instruction screen: Andy Murray points to a card asking whether you can find him in a crowd in under 60 seconds, with a clue card button
Andy sets the challenge: sixty seconds, one clue card
In play: a dense illustrated crowd at Wimbledon, with a countdown timer and a clue card button down the right edge
In play: the crowd, the timer and the clue card
Found state: the illustrated crowd turns to grey pencil while Andy stays in full colour
Found: the crowd drops to pencil, Andy stays in colour
Congratulations screen: you found me in 32 seconds, with Play again and Back to start buttons
Your time, then play again or hand over
A player at the Find Andy touchscreen reading Andy Murray’s instruction: can you find me in the scene? If you think you’ve spotted me, simply tap me
On site: Andy sets the challenge
A player searching a crowded illustrated map of the Wimbledon grounds on the Find Andy touchscreen, with a countdown timer at the side
On site: searching one of the four maps

My part

Designing for a queue.

How does someone who has never seen the game start playing in seconds, enjoy it, and hand over to the next person with no help from staff?

Under John Buckell’s design direction, across a three-month build from first flows to opening day.

  • Game one

    Centre Court Challenge

    The player flow from attract screen to results, the four-lane layout, the leaderboard, and where Andy appears.

  • Game two

    Find Andy

    The touch flow across four illustrated maps, and every state of the interface.

  • Handover

    Ready to build

    Every screen state for both games, so the creative technology team had the full picture before the build.

The screens did the explaining.

  1. 01

    Show it

    The attract screen plays the game, so people learn it while they queue.

  2. 02

    Start on the first move

    A roll or a tap begins play, with nothing to sign up for.

  3. 03

    Hand over

    Results clear the way for the next group, with no reset from staff.

Outcomes

Queues people chose to join.

Opened for Wimbledon 2022
Both games went from first flows to live play on the grounds in three months, and ran through the two weeks of the Championships.
Three seasons on site
The games came back each summer. After its third Championships, Find Andy was retired to the Wimbledon Lawn Tennis Museum.
Record engagement in 2024
The Fan Experience had its busiest year with the two games still at its heart, with queues forming for both every day.
Still being refined
In later seasons the team moved the instructions off the game screen and onto a screen beside the queue, so people arrived ready to play and more matches were played each day.
Crowds in the Fan Experience around the floral American Express sign
The Fan Experience during the Championships
Centre Court Challenge inside the pavilion, with Andy’s high score on the screen and a With love, from Wimbledon postcard stand beside it
Centre Court Challenge inside the pavilion

Team

Made with Momentum Worldwide.

Agency
Momentum Worldwide
Design Director
John Buckell
UI & UX Design
R. Kirán Khan
Creative Technology
Jack Osborn, Phil Barker, Carl Flint
Game Development
Matt Glanville
Art Direction
Leanne Parkinson, Lauren Atkinson
Producer
Matthew Martin
Account Lead
Alex Faulkner

The on-site photos of both games in play are my own, taken at Wimbledon in 2022. The renders, game screens, artwork and films are the Momentum Worldwide team’s, shared courtesy of John Buckell. There’s more on John’s case study: whatthebuckell.design/wimbledon.

Want to talk through a project? Get in touch.

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