Monthly Archives: October 2014
49ers User Journey – Sarah, Trent, Mini, Sam
Structure Throughout the Game
User Journey Diagram
Filed under 49ers - User Diagram
Myth + Goals and Parameters – Team Bro (Jeff, Luke, Mike, Matt)
Myth:
From all over the lands witches young and old, thin and fat, experienced and novice, covered in boils, wearing hats, and riding brooms gathered for the rising of the full moon. It was an event cherished by most witches but recognized by all as something to be seen and experienced at least once in a witches career.
As the witches congregated around the communal brew kettle, those who had been to this gathering many times began chanting the traditional spells. With the low chants of these witches, the kettle began to dance slightly with bubbles and frog legs. As they chanted louder, the novices saw what the veteran witches were focusing on and how it affected the kettle. As each witch began to learn the spells and wand gestures they joined in with the group. They began to understand the importance of each twist and cackle and became excited at being a part making the brew boil.
The brew bubbled and boiled on and on until the frogs turned to jelly and the mixture became one. The witches chanted and danced and jumped up and down as the brew boiled higher and higher until finally it burst into smoke and let a skull like plume into the air. The witches screamed and yelled and hugged each other revelling in what they had accomplished together. Whether it was the fire that burned hotter and hotter below the kettle or the chants of the witches that caused the spell to work, it did not matter. The witches were elated with what they had come together to do and left pledging to come back next full moon.
Goals:
- Bring spectators together for one common cause.
- Make spectators feel more connected to the game.
- Break down the barriers between first time spectators and die hard regulars; bridge this knowledge gap.
- Allow all spectators to feel as they are part of something together.
Parameters:
- Use stoppage or down time to bring meaningful interactions to audience.
- Distractions or notifications from your phone can only be shown during down time.
- Provide more context around the game and individual moments.
- Reduce the amount of time spectators spend on their phone for personal use.
- Remove individual distractions and encourage group activities.
- Empower people to feel that their actions can affect the game.
- Provide engagement that reduces the interaction people have with their own group and increase the engagement they have with the whole stadium.
- Understand people use their personal phone, use it to spark and increase conversation.
- Make people feel comfortable
Filed under 49ers Diverge (research), 49ers-G&P
Goals and Parameters – Team Nga, Hanna, Dami and Sneha
Goals
– Increasing engagement
– Increasing awareness
– Increase the spirit of the 12th man concept
– To bind the tailgating crowd, audience in the stadium, players on the field.
– The players draw their energy for the game based on the level of engagement
optimize dynamic of all audiences to generate “12th man” feeling for the sports.
Keeping people off their screens and more into the game.
– How can we integrate the existing popularity of fantasy football to the experience of watching a live game
-Heighten the experience of the highs and lows- when it ends, how do you make them feel hope and optimism for them to return to the next game.
Parameters:
– Using the existing digital + analog infrastructure and enhancing it to encourage analog interactions
– We will focus only on the in-stadium experience (not parking-related)
-We want to reduce pure-screen engagement (devices)
49ers UX Map — Melody, Effy, Sunnie, Amy
In our creation myth, two teams of football-playing robots were vying for victory at 49ers stadium when suddenly the power went out. Fans then realized they could clap their hands to power the robots, thus collaborating to achieve a goal together. This made the overall experience more joyful for everyone involved.
Moving along from the myth, we laid out some goals and parameters that reflect 2 core values our story emphasized — the strength of community and a sense of delight.
As a starting point for what this experience might look and feel like, we began by identifying the 2 main touch points: spectators’ phones (input) and the jumbo screen at the center of the stadium (output). We’d like each fan to have the opportunity to feel like they can control some element of a game on the big screen, working with other fans toward something bigger.
We thought about when this game would take place, and how many “rounds” it might have. Here’s a quick map of the relationship between 49-ers game time and collaborative fan game time:
Fan game time will take place during sufficiently long breaks, such as commercial breaks and halftime. Each break will consist of one round of play, for which a different award will be granted. Everything will culminate to a final round, where the reward will be most appealing.
What are the rewards? We brainstormed a few delightful experience-rewards that could be beamed to the phones of fans on winning teams, taking full advantage of the stadium wireless technology:
- Fake Selfie Generator — Snap a selfie and watch it magically transform into a photo that looks like you & your favorite 49ers team member. Post your bragging rights for the world to see!
- Jumbotron Victory Dance — The faces of various winners will appear on the Jumbotron atop vibrant, animated bodies of dancing football players with #12 jerseys. (Think: Elf yourself)
- 12th Player Facetime — Winners get exclusive chance to Facetime with the team while they huddle during halftime.
- Go-Pro Point of View — An exclusive chance to view the game from the perspective of the players themselves. Footage streams from cameras strapped onto players’ helmets to the phones of lucky winners.
Filed under 49ers - User Diagram
49ers Goals and Parameters – Aastha, Michie, Leroy, Sam C
Fans visit the stadium to cheer on their favorite teams alongside other fans. But besides a live viewing experience, what additional incentive does this experience offer?
In our vision of the modern in-stadium experience, we hope to offer an experience that is even more engaging and exciting than the current one. The 49ers digital app will encourage team spirit by providing a platform for fans to interact with each other and bridge information gaps that happen as a live game unfolds with instant replays, footage and commentary. Fans – new and old – will feel more involved in the game, as though they’re part of the team. Though filled with endless cheering, clapping, heckling and discussing, the environment will remain just as comfortable as the one in your own home.
We plan to achieve this by:
- Building expertise for newcomers and first timers by introducing them to the game and customs of football
- Building an exclusive, personal relationship between the fans and the staff at the Levi’s Stadium. For example, food servers will know who they are delivering orders to by name and face and vice versa.
- Encouraging face-to-face and digital interaction between the fans, especially during celebrations and losses. This could be via a live chat channel or app-facilitated activities.
- Offering an enhanced, personalized experience, based on the user’s preferences, location and other personal data. For instance, the app can show only the stats of their favorite players or highlight only their favorite food options when shown the food menu.
Parameters
- The app should be an extension of the live football experience and not a distraction.
- Without football commentators or stats constantly available to supplement the live game (as is the case on TV), live viewers don’t always get the full picture of the game right away.
- How will the app be funded? If funded by the team’s commercial partners, there might need to be opportunities for advertising included.
- Technology: built-in ticket scanners, LCD screens and scoreboards, iBeacons, WiFi and cameras surrounding the stadium
Filed under 49ers-G&P, Uncategorized
49ers Goals + Parameters — Melody, Effy, Sunnie, Amy
Background
Recent studies suggest that during an NFL football game, the average amount of time a ball is in play on the field is about 11 minutes. Things like commercial breaks, replays, timeouts and beyond add hours to the game.
Goals
Our design exploration is two-pronged:
- How might we turn all this downtime into an opportunity for delightful interaction among fans at Levi’s stadium?
- How might we utilize the stadium’s built-in technologies to foster an environment of community for fans in the stadium?
To achieve both goals, we’d like to design some kind of collaborative game that fans in the stadium can play during downtime.
Parameters
Here are the parameters we discussed:
49ers Goals & Parameters – Sam W, Mini, Sarah, Trent
Background
The social connection amongst football fans – and tension between opponents – is a core part of the experience. Though fans are (mostly) strangers they have a common cause, and shared interest. With the high running emotions typical of passionate fans, there’s a tangible bond amongst crowds – be that at the stadium, in a bar, or just at home.
The fans at the stadium are the epicenter of the far wider distribution of fans watching elsewhere. They hold the strongest connection to the stadium, the team and the unfolding events. They even – arguably – have the power to influence events by jeering the opponent and backing their own team. This effect is amplified for a home team, given the majority of seats belonging to home team fans and the bias of the stadium (e.g signage, jumbotron content, announcements, music). This effect is a key component of the ‘home team advantage’.
Fans elsewhere are conscious of the fans at the stadium, they see and hear them. But within the stadium the huge distribution of fans elsewhere is not greatly evident. Social media, particularly Twitter, has changed this partially. But the impact of “outside” fans on the game itself is minimal.
Despite this lack of impact, outside fans don’t hold back their jeering and cheering. Sometimes lone TV watchers will shout violently at the screen. It’s simply part of the experience to react to the game.
We’d like to let fans outside the stadium have a more direct impact on the experience inside the stadium, forging more of a connection between the fans at the epicenter (at the event) and those beyond, and perhaps letting fans not in attendance influence the game in some way.
Goals
– Fans outside the event (i.e tailgating, at bars, or at home) will be able to influence some visual or auditory component of the stadium experience.
– Fans outside the event will receive feedback / be aware of their impact on the stadium experience.
– Fans at the event will be aware of that fans outside are influencing part of their stadium experience, in support of their team or against the opponent.
– The input will neither be disruptive to the watching experience for “outside” fans nor for “inside” fans. It will add not take away from the game.
– At best all fans will believe the product has a direct (positive) impact on the performance of their team, or (negative) performance of the opponent.
— Fans at home will feel a stronger connection to the stadium, and thus feel encouraged to attend games at the stadium.
Parameters
– No additional technology will be required in the stadium beyond the current setup.
– No additional technology will be required by “outside” fans beyond their current smartphones.
– We will use phone sensors for some form of input.
– We will use stadium auditory or visual technology for some form of output.
– Smartphones belonging to fans inside the stadium may also be utilized.
– While contributing to home team advantage, the product should also be available to the away team, and shouldn’t distort the stadium experience to the point of being perceived as unfair.
—Can not directly affect gameplay, per rules of NFL.
—Timing should consider the staggered nature of the game, and focusing on the gaps in play.