Case Study: Manchester City builds fan empathy and maps the match day journey with Indeemo

Manchester City maps 6-stage match day journey with Indeemo

Manchester City, part of the City Football Group, sought to become a truly fan-centric football club but needed richer insight into the actual fan experience beyond traditional survey data. Their challenge was to understand what the match day journey genuinely felt like and to build organization-wide empathy for fan needs. They partnered with the vendor Indeemo to capture these in-the-moment insights.

The solution implemented by Indeemo involved sending twelve colleagues through a full match day as fans, using the app to capture screen recordings, photos, videos, and voice commentary at every stage. This data was analyzed in Miro to validate key journey moments. The results included building deep internal empathy, identifying specific pain points like a 12-minute halftime queue, and creating a powerful visual dataset that engaged stakeholders across the organization, providing a foundation for wider research.

Manchester City