Immerse, Engage, Support
SUMMARY
Glimpse into the Project
Reimagining the remote soccer fan experience with a live stream desktop application that brings the stadium to the user. Through interactive and immersive features, it enhances the remote soccer viewing experience for fans of the English Premier League (EPL). The soccer fans can feel the energy and join the community so they never miss a single moment of the game.
My role
UX Research
Usability Testing Project Planning
Service Design
Timeline
August 2023 to
May 2024
Methods
User Interviews
Digital Ethnography
Design Workshops
Ecosystem mapping
User Journey
Tools
Figma
FigJam
LumaFusion
Miro
To view the entire documentation, get in touch!
In the world of sports, nothing compares to the roar of the crowd, the shared tension of the final moments, and the collective joy of victory.
crowd
shared
collective
Yet, for remote fans watching from home, these thrilling moments can feel distant. Despite their passion and commitment, these fans miss out on the full spectrum of the live game experience.
remote
miss out
distant
THE IMPACT
How important is it to solve this?
Soccer, in particular, is the most popular sport with more than 5 billion viewers and the English Premier League is the most followed sports league in the world with a potential audience of 4.7 billion people.
5 billion+ viewers
of Soccer making it the most popular sport
4.7
billion
audience
of EPL making it the most followed sports league
So, enhancing the soccer fan viewing experience has the potential to impact billions of people.
billions
RESEARCH
Understanding the problem space
Fans have always been the backbone of the sports industry and it is essential to keep them engaged and immersed in the experience of watching a sport. According to Deloitte’s Fan Engagement survey, there is a significant difference between the fan satisfaction across live broadcast and in-stadium experiences.
39%
average fan satisfaction across live broadcast.
61%
average fan satisfaction across
in-stadium viewing.
USER INTERVIEWS
Conversations with fans echoed this sentiment...
“It's very fun to watch it with others because you get to discuss, get point of views but when you're sitting at home you have nobody to discuss with”
“It was actually really fun. Just the whole atmosphere and the whole energy in the stadium.”
“The games I feel I've enjoyed watching the most are the most emotional games for me, and they've been a few over the years.”
USER JOURNEY
Thorough research facilitated a deep understanding of the touchpoints and journey of a soccer fan.
The areas where remote fan experiences fell short when compared to in-person experiences were identified by noticing the key touchpoints highlighted in the map. This insight helped inform the development of concepts to bridge these gaps and improve overall remote fan engagement.
AREAS OF OPPORTUNITY
The two user journeys provided a holistic view which helped in identifying the key touchpoints that were absent in the remote soccer fan's viewing experience.
Through research and analysis, it became evident that the soccer sports industry had the potential for innovation and improvement. Four key areas of opportunity stood out to enhance the remote soccer viewing experience.
Sense of belonging
Creating a sense of belonging is essential for remote fans as they miss out on the communal experience of watching a game at the stadium.
Emotional engagement
Emotional engagement is pivotal, where the highs and lows associated with the outcomes of games significantly impact fan experience.
Personalization
Personalization can enhance the remote viewing experience as fans can tailor their preferences and interactions according to their interests.
Stadium atmosphere
Recreating the stadium atmosphere is crucial for remote viewers to feel immersed in the game environment.
Recognizing these opportunity areas led to the creation of TwelfthMan, an innovative live stream platform designed to transform how fans engage with soccer.
TwelfthMan
live stream
transform
Introducing
This innovative platform ensures that fans don't just watch the game but feel deeply connected to every chant, every cheer, and every play.
chant
cheer
play
Disclaimer: The video clips featured in this prototype are sourced from external content providers and are used strictly for demonstration purposes only. These clips are intended to illustrate the functionality of the "TwelfthMan" platform and are not for commercial use or distribution. All rights to the video content remain with the original copyright holders.
The future of sports broadcasting. (n.d.). Deloitte United States. https://www2.deloitte.com/us/en/pages/technology-media-and-telecommunications/articles/enhancing-digital-fan-engagement.html
Why?
It was found that 40% of fans indicated the presence of real-time stats on-screen would increase their likelihood to engage.
Relate to the game
Engage with real-time analysis and polls, and truly feel the pulse of the match.
Enter the stadium virtually
Immerse yourself with a virtual seat right where the action is.
Why?
In a research study, 54% of fans indicated that having virtual front-row seats would increase their likelihood to watch a game
because they would be more interested.
Disclaimer: The video clips featured in this prototype are sourced from external content providers and are used strictly for demonstration purposes only. These clips are intended to illustrate the functionality of the "TwelfthMan" platform and are not for commercial use or distribution. All rights to the video content remain with the original copyright holders.
The future of sports broadcasting. (n.d.). Deloitte United States. https://www2.deloitte.com/us/en/pages/technology-media-and-telecommunications/articles/enhancing-digital-fan-engagement.html
Sit in the director's chair
Control camera angles to personalize every play, your way.
Why?
Through interviews it was suggested having control over the camera angles would enhance their viewing experience.
Disclaimer: The video clips featured in this prototype are sourced from external content providers and are used strictly for demonstration purposes only. These clips are intended to illustrate the functionality of the "TwelfthMan" platform and are not for commercial use or distribution. All rights to the video content remain with the original copyright holders.
You're not just a viewer
Sing and chant in unison with the crowd, feeling the shared emotion.
Why?
According to research, singing in unison with other supporters creates an emotional experience for the fans whether it is a loss or a win.
Disclaimer: The video clips featured in this prototype are sourced from external content providers and are used strictly for demonstration purposes only. These clips are intended to illustrate the functionality of the "TwelfthMan" platform and are not for commercial use or distribution. All rights to the video content remain with the original copyright holders.
Centieiro, P. (2013). Bringing the sport stadium atmosphere to remote fans. MM ’13: Proceedings of the 21st ACM International Conference on Multimedia. https://doi.org/10.1145/2502081.2502217
Engage with friends and the TwelfthMan community
Share the thrill with friends and family as if you were together in the stands.
Why?
Research suggested fans
who watch a match remotely feel less satisfied and lonelier as they can’t participate and engage with the audience.
Disclaimer: The video clips featured in this prototype are sourced from external content providers and are used strictly for demonstration purposes only. These clips are intended to illustrate the functionality of the "TwelfthMan" platform and are not for commercial use or distribution. All rights to the video content remain with the original copyright holders.
Centieiro, P. (2013). Bringing the sport stadium atmosphere to remote fans. MM ’13: Proceedings of the 21st ACM International Conference on Multimedia. https://doi.org/10.1145/2502081.2502217
"The interactive features really brought the match to life."
TwelfthMan received overwhelmingly positive feedback, with a number of users expressing the need for such an application.
"I was really impressed by how connected I felt during the game. It’s more than just watching; it’s experiencing the match."
FUTURE SCOPE
What can be done?
Looking ahead, the platform could integrate augmented reality (AR) features to provide more interactive and immersive experiences, such as AR-enabled stats and player information overlays during live matches. Exploring partnerships with virtual reality (VR) platforms such as Apple Vision Pro could allow fans to experience games as if they are truly in the stadium, from any location.
REFLECTION
What did I learn?
Evolving Fan Expectations
The fans are not just passive viewers, they also need active participation and immersive experiences, often from the comfort of their homes. This shift challenges traditional views of fan engagement and demands innovative solutions that cater to a digitally audience.
Creating with the user
Throughout this project, I got an opportunity to work with passionate fans of the sport. One key learning from this experience was the importance of co-creating and producing solutions with the users. Taking user feedback and insights at each step in the design process helped create a solution that caters to the very needs of the user group.
Personal Growth
On a personal level, this project has been a journey of growth and self-discovery. It has improved my ability to communicate complex ideas clearly and in an engaging manner. It also gave me the confidence in my own abilities and learn from each setback since I worked on all aspects of this project myself.
