service design breakfast - service design for focused user groups - case levi world cup
DESCRIPTION
Mikko Saarinen, General Secretary of Audi FIS Ski World Cup Levi and Aura Palmgren and Tuukka Murto from HiQ discuss how the Levi World Cup (slalom) event experience was expanded with a mobile application and how it strengthened the event's brand image. What were the design challenges in meeting business and user needs?TRANSCRIPT
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Service Design Breakfast 8th May
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� World Cup Levi introduction � World Cup Levi Application
- Project team - Process of designing the Levi World Cup application
Identifying the need and target group Interaction design Challenges
- Agile development process � Some tips for mobile app design
Agenda
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JUNE 2002
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2005
Gap…
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Since 2006
WIN & WIN
WIN & WIN
-‐ Sport & athletes -‐ Media -‐ Sponsors -‐ Industry -‐ Fans -‐ The only place available
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” Alpine World Cup will be opened now and in the future with three classic events – Sölden (AUT), Levi (FIN) and Lake Louise (CAN)!”
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� 20 000 spectators � Budget 1,3 million €
-‐ Sponsors, 50 % -‐ TV-‐Rights, 30 % -‐ Ticket sales, 20 %
� 150 media representaXves � Over 100 million tv-‐viewers globally
-‐ 2009 -‐> 230 million -‐ 2010 -‐> 135 million -‐ 2012 -‐> tba
� The Regional Developer of The Year 2012 (Reginal Council of Lapland) -‐ ”RecogniKon of creaKng the aMracKve
World Cup Levi brand and promoKng significantly the internaKonal visibility of Lapland”
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”It’s LIVE or nothing”
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✔
Total 40 races
Total 39 races
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1.
2010
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Around 20 venues.
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And only one is flat.
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Own culture.
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Why? � Sales
-‐ Several million euros for local economy and companies -‐ AccommodaKon -‐ Services -‐ LogisKcs -‐ ” Every company in Levi”
� MarkeXng -‐ Brand building (Finland, Lapland, Levi) -‐ Image -‐ World Class resort -‐ Other major events and concepts via World Cup
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” A rolling stone gathers no moss”
� 2004 è � 2006 è � 2008 è
� 2009 è � 2010 è � 2011 è � 2012 è � 2013 è
Ladies Slalom Slalom Opening Men and Ladies Race Course modificaXons Investments to the event’s core Side Events ”Bread and Circuses” Children and families 36 000 free Kckets in LaplanD Kids land Social InteracXon Athletes, organizaKon fans etc. è Social Media Iphone & wp7 applicaKons Environment & Social InteracXon New VIP-‐product, Olympic Winter Games…
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� The first mobile applicaXon in FIS World Cup -‐ 2011 -‐> event cancelled… -‐ 2012 -‐> launch
� An important part of communicaXon mix -‐ News, Program, Results, Pictures, Weather, Side Events -‐ Live Streaming
� Expanding Event Experience -‐ Spectators -‐ TV-‐audience -‐ Stakeholders -‐> media, FIS, sponsors…
HiQ
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� Strenghtening event’s brand and image -‐ Always on the frontline! -‐ Modern and funcKonal services creaKng addiKonal value
� Future -‐ All the official communicaKon through applicaKon and social
media?
HiQ
Project
UX
GRAPHIC DESIGN
NEAR-SHORE DEVELOPMENT
ESPOO
Project
CONCEPT DESIGN Aug 2011
2011 VERSION LAUNCH Nov 2011
2012 VERSION LAUNCH Nov 2012
NEAR-SHORE DEVELOPMENT
� Schedule
Project
� Product: NATIVE LEVI WORLDCUP MOBILE APPLICATIONS FOR IOS AND WP
Process of designing the World Cup Levi App
� Schedule
Tight deadline Team resources Long approval processes
� Budget
è How to find a balance to make workable solution?
Challenges in the design phase
WALKTHROUGH With the end users
DAILY ITERATION Between ux and developers
COMMUNICATION AGILE
How we faced the challenges
� Very agile process:
� Coordinate through weekly design meetings
- Design new and adapt existing features
� Key to success: - Constant and very close co-operation between the user experience designers and developers
Agile development process
PRODUCT BACKLOG PROTO ITERATE READY FEATURE
1. NEWS FEED 2. TWITTER 3. IMAGE GALLERY 4…
� User experience is in the core of mobile app design! � UI ’feel’ is hard to see in advance – leave room to test the ideas during development � Devices have limitations – test the design with real devices � Know your platforms - Windows Phone is not an iPhone!
Things to consider when building mobile apps
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QuesXons?
Mikko Saarinen [email protected]
Tuukka Murto [email protected]
Aura Palmgren [email protected]
Ekstrakuvia
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Levi World Cup Windows Phone
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Levi World Cup iPhone
