内容来源：https://www.geekwire.com/2025/former-kraken-exec-todd-humphrey-launches-firm-to-improve-customer-experiences-in-sports-and-beyond/

内容总结：

【科技前沿】资深技术高管转型体育咨询，Todd Humphrey畅谈2025年用户体验新趋势

西雅图电 —— 在咖啡店见到托德·汉弗瑞不到五分钟，这位深耕科技领域数十年的专家已经开始观察顾客。他敏锐地捕捉着咖啡客们与科技设备的互动方式，思考他们选择这家店的缘由。这种对用户体验的洞察力，正是汉弗瑞职业生涯的核心——从早期参与Kobo电子阅读器开发，到联合创立医疗保健初创公司League，再到执掌项目管理企业LiquidPlanner，直至担任西雅图 Kraken 冰球队创新与球迷体验高级副总裁。

今年离开NHL球队后，汉弗瑞创立了Highmark体育咨询公司，致力于帮助体育团队和企业提升运营效能。这位加拿大前职业冰球运动员仍活跃在西雅图冰球界：他不仅担任新成立的女子职业冰球队Seattle Torrent的高级顾问，还协助多伦多冰球名人堂的运营工作。

在接受独家专访时，汉弗瑞分享了关于2025年用户体验发展的洞见：

科技重塑观赛体验
"如今的场馆体验已彻底革新。"汉弗瑞以冰球比赛为例解释道，"从球迷醒来查看赛事APP，到推荐最佳出行路线和停车方案，科技贯穿全程。我们成功将球迷平均排队时间从3小时中的1小时缩短了一半以上。"通过数字票务、移动点餐支付等技术手段，实现了场馆通行效率的全面提升。

科技与人文的平衡之道
"技术是必要工具，但绝不能过度依赖。"汉弗瑞强调，"当观众走进场馆时，检票和安检环节的人际互动将决定活动初体验的品质。"他特别提到超市自助结账的启示："我宁愿选择人工通道，收银员看着我的孩子长大，这种人情味无可替代。"在AI技术蓬勃发展的当下，他坚信现场活动的人际温暖更显珍贵。

致创业者的建议
汉弗瑞建议企业采用"逆向思维"：从终端用户体验出发反推服务设计。"更重要的是与客户保持深度沟通，许多企业习惯于闭门造车。领导者必须明确方向，同时洞察客户全流程体验——无论是SaaS服务还是AI产品，最终要兼顾卓越体验与商业收益的平衡。"

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中文翻译：

在西雅图一家咖啡馆与托德·汉弗莱见面不到五分钟，这位资深科技领域管理者已经开始观察顾客。他迅速分析着咖啡爱好者们如何与他人和电子设备互动，并思考他们选择这家店的缘由。

汉弗莱数十年深耕科技提升用户体验的领域——早年在Kobo开发电子阅读器服务，联合创立医疗初创公司League，执掌项目管理公司LiquidPlanner，近期又在西雅图 Kraken冰球队担任创新与球迷体验高级副总裁。

今年初离开这支NHL球队后，他开启了新征途：创立咨询公司Highmark Sports Group，致力于帮助运动团队、联盟和企业提升运营水平。

这位加拿大籍前职业冰球运动员并未远离西雅图冰球圈。他担任新成立的女子职业冰球队Seattle Torrent的高级顾问，该队将于今晚在气候承诺竞技场迎来历史性主场首秀。同时他正与多伦多冰球名人堂展开合作。

我们近期专访汉弗莱，探讨他帮助机构提升客户体验的独到方法，以及如何平衡人工智能等新技术与人文关怀。以下为精简整理的对话实录。

GeekWire：托德，感谢接受采访。您如何看待2025年技术与客户体验的融合？

托德·汉弗莱： "我仍记得过去的观赛体验：从晚报获知赛事信息，走进弥漫着陈年啤酒和爆米花气息的场馆，踩着满地的花生壳。国歌奏响后，比赛正式开始。

如今现场观赛体验已彻底革新，技术扮演着关键角色。我关注的是从出门到返家的完整闭环。从观众醒来查看赛事APP开始，系统就应推荐最佳路线与停车方案。

入场动线设计尤为关键。NHL球迷在三个小时的观赛过程中平均需排队一小时以上。我们成功将这个时间缩短过半。

技术助力实现高效场馆通行——电子票务、智能导航、移动点餐与支付系统。

我们始终沿用亚马逊的逆向工作法：精准定位所有体验痛点，然后系统化消除。

各行各业都面临体验重塑的机遇，不仅是体育赛事。无论是参加音乐会还是参观冰球名人堂，如何将单一活动升华为贯穿始终的沉浸式体验？这值得深入探索。"

GeekWire：如何在技术自动化与人文元素之间取得平衡？

汉弗莱： "技术是必备工具，毕竟人人都随身携带智能设备。运用得当，它将成为强大杠杆。

但切忌过度沉迷技术。那些微小的人际互动同样重要——当你步入场馆时，检票员与安保人员的温暖问候能为整场活动奠定基调。

培训员工用眼神交流传递关怀具有巨大价值。就像我在QFC超市始终选择人工结账，收银员见证了我孩子的成长，这种人情纽带无可替代。

尽管ChatGPT能解答万物，人类始终渴望真实连接。在气候承诺竞技场，看到引座员与狂热的 Kraken 球迷击掌庆贺时，那种温暖直击人心——这正是体验的核心所在。

人工智能提升效率，但正因技术无处不在，现场活动的人文聚集显得愈发珍贵。人类天生渴望共同欢呼的时刻。"

GeekWire：对非体育领域的初创企业领袖有何建议？

汉弗莱： "更多企业需要采用客户体验逆向工作法。同时要对产品价值保持坚定信念，并通过持续对话获取用户洞察。闭门造车是致命伤，与用户交流越多，发展方向越清晰。

但最终决策权在于企业领导层。必须明确核心赛道，并对此充满信心。

关键在于理解用户全旅程体验——无论是SaaS、云服务还是AI产品的客户。要洞悉他们在每个环节的感受，构建既创造卓越体验又实现商业回报的商业模式。这绝非易事。"

英文来源：

Less than five minutes after meeting with Todd Humphrey at a Seattle coffee shop, the longtime tech exec is already sizing up the customer. He quickly assesses how coffee drinkers interact with each other and their technology devices, and wonders why they’ve come to this particular location.
Humphrey has spent decades focused on using technology to enhance the customer experience — from his early days at Kobo working on e-reader services, co-founding healthcare startup League, a CEO stint at project management company LiquidPlanner, and more recently as an exec with the Seattle Kraken, where he was senior vice president of innovation and fan experience.
Humphrey left the NHL franchise earlier this year to embark on a new adventure: Highmark Sports Group, his own consultancy aimed at helping sports teams, leagues, and companies boost their operations.
The Canadian native and former professional hockey player isn’t straying far from Seattle’s hockey scene. He’s a senior advisor for the Seattle Torrent, the new women’s pro hockey team that plays its first-ever home game tonight at Climate Pledge Arena. He’s also working with the Hockey Hall of Fame in Toronto.
We recently caught up with Humphrey to learn more about his approach to helping organizations improve their customer experiences and how to balance new technologies like artificial intelligence with essential human touches. The interview was edited for clarity and brevity.
GeekWire: Todd, thanks for speaking with us. How are you thinking about technology and the customer experience in 2025?
Todd Humphrey: “I’m old enough to remember what the experience used to be like. You’d read about a game that was happening that night in the newspaper. You’d show up, you’d walk in, it would smell like stale beer and popcorn, and there’d be peanuts on the floor. They would play the national anthem and the game would start.
The in-venue fan experience has totally been revamped. Technology plays a huge part of that. I think about the door-to-door experience, and all the different touch points. From the moment someone wakes up, they’re going to check the app to see who’s playing. You can tell them the best way to get to the game and where to park.
Once they walk through the doors, you’re thinking about lines. The average NHL fan spends more than one hour standing in lines during the three-hour experience. We tried to cut that by more than half, and I think we got there.
You want to get people to, from, and through the venue in a really efficient manner. Technology helps with some of that — digital ticketing, way-finding, mobile ordering, mobile payments.
We really used that Amazon approach of the customer experience and working backward — at the end of the day, what are all the friction points, and how do we alleviate those?
There’s a huge opportunity for other teams and organizations to really rethink their experience. And it’s not just sports teams. It’s when you go to a concert, when you go to the Hockey Hall of Fame — what does that feel like? How do we turn it into a more of a holistic, overall experience beyond the time you spend in the building?”
GeekWire: How do you thread the needle of incorporating technology and automation — but also focusing on the human elements of an experience?
Humphrey: “Technology is a vessel that you have to use because it’s expected and it’s really convenient. Everybody’s got a computer in their pocket, sitting in their hand, and if you can use it in the right way, it’s a great leverage point.
At the same time, I don’t want to see teams and leagues and companies get too hung up on the tech, because I think little things like the human interactions matter.
When you walk into an arena for a concert or a game, you’re going have a touch point with ticketing and security before you get inside. If those interactions are awesome, your event is off to a really good start.
I think that training the people who work there to greet people and engage with people and look them in the eye and get to know who they are — it’s a huge advantage.
When I go to QFC, I don’t want to check myself out. Sometimes it doesn’t work as well. And I’d miss that interaction with the cashiers. They’ve seen my kids grow up over the years. They know who I am and what I do. There’s a lot to be said for that.
As much as technology is awesome and ChatGPT tells us all the answers, people still like human interaction. When people go to events, they really want to be seen, they want to be heard. And when I see an usher at Climate Pledge Arena high-fiving a Kraken fan during a celebration, it just warms my heart, because that’s what it’s all about.
AI is going to provide more efficiency for us and make things easier to do. But on the other side of that, because there’s so much bent toward technology, I think live events, concerts, games, theater — all the places where people can gather are going to be more important. People just have an innate desire to be together and cheer together.”
GeekWire: What advice do you have for startup leaders who may not be leading a sports franchise, but still interact with customers and want to improve their experiences?
Humphrey: More companies need to take their customer experience and work backwards. You also need to have conviction in what you’re building and why you’re building it. And it’s talking to more customers. Some companies build in silos. The more you can talk to people to hear directionally where you might want to go, the better.
But at the end of the day, you as a company, as a leadership group, have to pick your lane. I would get conviction around that.
It’s also understanding what the whole journey is going to be for that fan or customer, whether it’s a SaaS customer or a cloud customer or an AI-driven customer. What is that customer going to feel all the way through the experience? And can you build a business that delivers an incredible, top-tier experience — and also drives revenue? It’s a hard thing to do.”