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Service design breakfast - Service design for focused user groups - case Levi World Cup

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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 …

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?

Published in: Education, Sports, News & Politics

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  • 1. 1Service  Design  Breakfast  8th  May      
  • 2. 2Ÿ World Cup Levi introductionŸ World Cup Levi Application- Project team-  Process of designing the Levi World Cup applicationIdentifying the need and target groupInteraction designChallenges- Agile development processŸ Some tips for mobile app designAgenda  
  • 3. 3JUNE  2002  
  • 4. 42005        Gap…        
  • 5. 5Since  2006        WIN  &  WIN    WIN  &  WIN    -­‐  Sport  &  athletes    -­‐  Media  -­‐  Sponsors    -­‐  Industry  -­‐  Fans  -­‐  The  only  place  available      
  • 6. 6”  Alpine  World  Cup  will  be  opened  now  and  in  the  future  with  three  classic  events  –  Sölden  (AUT),  Levi  (FIN)  and  Lake  Louise  (CAN)!”  
  • 7. 7Ÿ 20  000  spectators  Ÿ Budget  1,3  million  €  -­‐  Sponsors,  50  %  -­‐  TV-­‐Rights,  30  %  -­‐  Ticket  sales,  20  %    Ÿ 150  media  representaXves  Ÿ Over  100  million  tv-­‐viewers  globally  -­‐  2009  -­‐>  230  million  -­‐  2010  -­‐>  135  million  -­‐  2012  -­‐>  tba    Ÿ 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”  
  • 8. 8”It’s  LIVE  or  nothing”    ✔✔Total  40  races    Total  39  races    9.  1.  2010  
  • 9. 9Around  20  venues.  
  • 10. 10And  only  one  is  flat.  
  • 11. 11Own  culture.  
  • 12. 12Why?  Ÿ Sales  -­‐  Several  million  euros  for  local  economy  and  companies  -­‐  AccommodaKon  -­‐  Services  -­‐  LogisKcs  -­‐  ”  Every  company  in  Levi”    Ÿ MarkeXng  -­‐  Brand  building  (Finland,  Lapland,  Levi)  -­‐  Image  -­‐  World  Class  resort  -­‐  Other  major  events  and  concepts  via  World  Cup  
  • 13. 13”  A  rolling  stone  gathers  no  moss”  Ÿ 2004    è  Ÿ 2006    è  Ÿ 2008  è                            Ÿ 2009  è  Ÿ 2010  èŸ 2011  èŸ 2012  èŸ 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…  
  • 14. 14Ÿ The  first  mobile  applicaXon  in  FIS  World  Cup  -­‐  2011  -­‐>  event  cancelled…  -­‐  2012  -­‐>  launch    Ÿ An  important  part  of  communicaXon  mix  -­‐  News,  Program,  Results,  Pictures,  Weather,                    Side  Events  -­‐  Live  Streaming    Ÿ Expanding  Event  Experience  -­‐  Spectators  -­‐  TV-­‐audience  -­‐  Stakeholders  -­‐>  media,  FIS,  sponsors…    HiQ  
  • 15. 15Ÿ Strenghtening  event’s  brand  and  image    -­‐  Always  on  the  frontline!  -­‐  Modern  and  funcKonal  services  creaKng  addiKonal  value    Ÿ Future  -­‐  All  the  official  communicaKon  through  applicaKon  and  social  media?    HiQ  
  • 16. Project  UXGRAPHICDESIGNNEAR-SHOREDEVELOPMENTESPOO
  • 17. Project  CONCEPT DESIGNAug 20112011 VERSION LAUNCHNov 20112012 VERSION LAUNCHNov 2012NEAR-SHOREDEVELOPMENTŸ Schedule
  • 18. Project  Ÿ Product:NATIVE LEVI WORLDCUP MOBILE APPLICATIONS FOR IOS AND WP
  • 19. Process  of  designing  the  World  Cup  Levi  App  
  • 20. Ÿ ScheduleTight deadlineTeam resourcesLong approval processesŸ Budgetè How to find a balance to make workable solution?  Challenges  in  the  design  phase  
  • 21. WALKTHROUGHWith the end usersDAILY ITERATIONBetween ux and developersCOMMUNICATIONAGILE  How  we  faced  the  challenges  
  • 22. Ÿ Very agile process:Ÿ Coordinate through weekly design meetings-  Design new and adapt existing featuresŸ Key to success:- Constant and very close co-operation between the user experience designersand developersAgile  development  process  PRODUCT BACKLOG PROTO ITERATE READY FEATURE1. NEWSFEED2. TWITTER3. IMAGE GALLERY4…
  • 23. Ÿ User experience is in the core of mobile app design!Ÿ UI ’feel’ is hard to see in advance– leave room to test the ideas during developmentŸ Devices have limitations – test the design with real devicesŸ Know your platforms - Windows Phone is not an iPhone!Things  to  consider  when  building  mobile  apps  
  • 24. 24QuesXons?  Mikko  Saarinen  mikko.saarinen@levi.fi  Tuukka  Murto  tuukka.murto@hiq.fiAura  Palmgren  aura.palmgren@hiq.fi  
  • 25. Ekstrakuvia  
  • 26. 26
  • 27. 27
  • 28. 28Levi  World  Cup  Windows  Phone  
  • 29. 29Levi  World  Cup  iPhone  
  • 30. 30  Mikko  Saarinen  /  Secretary  General                                                    e:  mikko.saarinen@levi.fi    m:  +358  400  431  207