With more than 18,000 fans in the arena, how do you make the fan experience personal? How do you balance being the very best at executing on the operational aspects of the business, while looking forward to determine what’s coming next? If you’re the Orlando Magic, you launch an innovation lab to capture the future and test sports and entertainment technologies that will have a significant impact on the organization, its fans and the community. Join Jeff Lutes, VP of technology, from the Orlando Magic to learn how they are leveraging human-centered design to produce dynamic results.