Business Challenge:

Populous has designed and / or renovated 26 of the 30 Major League Baseball ballparks. They are challenged with designing a future-proof ballpark to endure relevance in a fast-paced tech changing world. Populous asked Navigate to inform the future of MLB ballparks using data-driven design.


Navigate created a custom fan segmentation, independent of a specific ballpark, to gain intelligence into how emotions play into decision making and what elements make sense at a fundamental level, to inform design concepts for Populous to consider.


Populous uses the future of MLB ballpark insights for internal strategy, external consulting with current and prospective clients, and thought leadership content. Navigate has joined Populous at internal strategy workshops to discuss about how to use and implement the findings.