Why adidas miCoach needs more UX Design

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Why adidas miCoach needs more UX Design

  1. 1. emotional brand marketingWe activate brands and markets with emotional intelligenceas base of excellent ideas which promise powerful success.arsmedium.group
  2. 2. emotional brand marketingWe activate brands and markets with emotional intelligenceas base of excellent ideas which promise powerful success.arsmedium.group arsmedium.comHerzogenaurach, April 19, 2010Florian Holsteinadidas.Why miCoach (marketing) needs more UX Design
  3. 3. arsmedium group | Why miCoach marketing needs more UX Design Herzogenaurach, April 19, 2010 Page 3 MORE IDEAS ABOUT STORIES AND HOW CAN WE IMPROVE THE »INVISIBLE« MEDIA MICOACH EXPERIENCE? 10:00 Min 15:00 Min WHO AND NEXT WHY? STEPS? 05:00 Min 05:00 Min +00:00 05:00 10:00 15:00 20:00 25:00 30:00 35:00 40:00 Minutes What I‘m going to talk about today. Did you noticed there is no »Green Zone«?
  4. 4. arsmedium group | Why miCoach marketing needsand ideas Design Sparring with new challenges more UXHerzogenaurach, April 19, 2010Page 4arsmedium. WHO?
  5. 5. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 5 Florian Holstein Head of Strategy and UX . arsmedium eins
  6. 6. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 6arsmedium.
  7. 7. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 7arsmedium. IMAGE BY NICK HEER ON FLIRCK.COM
  8. 8. arsmedium group | Why miCoach marketing needsand ideas Design Sparring with new challenges more UXHerzogenaurach, April 19, 2010Page 8arsmedium. IMAGE BY NATHANAELB / NATHANAEL BOEHM ON FLIRCK.COM
  9. 9. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 9arsmedium. IMAGE BY BBUM / BILL BUMGARNER ON FLICKR.COM
  10. 10. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 10arsmedium. THE EXPERIENCE ARCHITECT
  11. 11. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 11arsmedium.
  12. 12. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 12arsmedium. IMAGE RIGHTS OWNED BY ELIZABETH KREUTZ
  13. 13. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 13arsmedium. IMAGE RIGHTS OWNED BY ADIDAS
  14. 14. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 14arsmedium. IMAGE BY X@D00M ON FLIRCK.COM
  15. 15. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 15arsmedium. PANATHINAIKO STADIUM. ATHENS IMAGE BY CHRISTMANN81 / STEFAN CHRISTMANN ON FLIRCK.COM
  16. 16. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 16arsmedium. THE THE EXPERIENCE 04:30 AM ARCHITECT ATHLETE
  17. 17. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 17arsmedium. WHY?
  18. 18. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 18arsmedium. THE THE EXPERIENCE 04:30 AM ARCHITECT ATHLETE
  19. 19. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 19arsmedium. I WANT TO DO WORK I LOVE AND GET PAID FOR IT.
  20. 20. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 20arsmedium. MY PROBLEM: MY AGENCY DOESN‘T WORK FOR ADIDAS (YET)
  21. 21. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 21arsmedium. LET‘S FIND A SOLUTION IMAGE RIGHTS OWNED BY ADIDAS
  22. 22. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 22arsmedium. MORE STORIES ABOUT STORIES AND HOW CAN WE IMPROVE THE »INVISIBLE« MEDIA MICOACH EXPERIENCE? 10:00 Min 15:00 Min IMAGE RIGHTS OWNED BY ADIDAS
  23. 23. arsmedium group | Why miCoach marketing(and kick some ass) in a new digital world How to generate value needs more UX DesignHerzogenaurach, April 19, 19. April 2010 Montag 2010SeitePage 23arsmedium. IMAGE BY JENASA ON FLICKR.COM
  24. 24. arsmedium group | Why miCoach marketing(and kick some ass) in a new digital world How to generate value needs more UX DesignHerzogenaurach, April 19, 19. April 2010 Montag 2010SeitePage 24arsmedium. WHAT WAS THE MOST BEAUTIFUL / AMAZING / MOVING EXPERIENCE YOU EVER HAD? IMAGE BY JENASA ON FLICKR.COM
  25. 25. arsmedium group | Why miCoach marketing(and kick some ass) in a new digital world How to generate value needs more UX DesignHerzogenaurach, April 19, 19. April 2010 Montag 2010SeitePage 25arsmedium. I BET THE EXPERIENCE WAS UNIQUE 01 9 TIMES OUT OF 10 IMAGE BY JENASA ON FLICKR.COM
  26. 26. arsmedium group | Why miCoach marketing(and kick some ass) in a new digital world Sparring with new challenges more UX How to generate value needsand ideas DesignHerzogenaurach, April 19, 19. April 2010 Montag 2010SeitePage 26arsmedium. I BET IT MADE UP FOR A GOOD STORY 02 9 TIMES OUT OF 10 IMAGE BY JENASA ON FLICKR.COM
  27. 27. arsmedium group | Why miCoach marketing(and kick some ass) in a new digital world How to generate value needs more UX DesignHerzogenaurach, April 19, 19. April 2010 Montag 2010SeitePage 27arsmedium. AND I BET IT DIDN‘T INVOLVE MEDIA 03 9 TIMES OUT OF 10 IMAGE BY JENASA ON FLICKR.COM
  28. 28. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 28 Paid Media Costs money feeds feeds and creates Owned and Curated Media Media Earned Media Costs time and Costs money, time and resources resources feeds and creates
  29. 29. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 29 Paid Media Costs money feeds feeds and creates Owned and Earned Curated Media Media Costs time and Costs money, time and resources resources feeds and creates
  30. 30. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 30 Paid Media Costs money feeds feeds and creates BRAND NEW! Owned and Earned Curated Media Media Costs time and Costs money, time and resources resources feeds and creates
  31. 31. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 31 Paid Media Costs money feeds feeds and creates NOT We just switched to faster channels and NEW! new technologies. Owned and Earned Curated Media Media Costs time and Costs money, time and resources resources feeds and creates
  32. 32. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 32arsmedium. IMAGE BY WWW.JERKALERT.CO.UK / SARA SIMMONS ON FLICKR.COM
  33. 33. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 33arsmedium. MEDIA IS STILL FIGHTING FOR ATTENTION IMAGE BY WWW.JERKALERT.CO.UK / SARA SIMMONS ON FLICKR.COM
  34. 34. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 34 MEDIA PRODUCT fighting for attention to provide value short-time oriented long-time oriented based on interruption based on direct relationship becoming expensive decreasing effectiveness
  35. 35. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 35 MEDIA PRODUCT Instead of fighting for attention we have to look for new ways to provide value in the long run.
  36. 36. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 36 MEDIA PRODUCT Media has to become invisible Much like good design, we have to improve the experience of the product itself instead of just pushing attention to it.
  37. 37. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 37 long-time oriented based on direct relationship creating more intense experiences MEDIA PRODUCT Media has to become invisible Much like good design, we have to improve the experience of the product itself instead of just pushing attention to it.
  38. 38. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 38arsmedium. HOW DO WE TELL UNIQUE STORIES WITH INVISIBLE MEDIA? IMAGE BY NOTCUB ON FLICKR.COM
  39. 39. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 39arsmedium. QUITE SIMPLE: WE DON‘T. IMAGE BY NOTCUB ON FLICKR.COM
  40. 40. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 40arsmedium. WE ONLY PROVIDE THE PROPS IMAGE BY ROCKET SHIP ON FLICKR.COM
  41. 41. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 41arsmedium. AND INSPIRATION IMAGE BY ROCKET SHIP ON FLICKR.COM
  42. 42. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 42arsmedium. AND BUILD THE PLATFORM IMAGE BY WOLFGANG STAUDT ON FLICKR.COM
  43. 43. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 43arsmedium. BUT THEY WRITE THE SCRIPT IMAGE BY INFOMATIQUE / WILLIAM MURPHY ON FLICKR.COM
  44. 44. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 44arsmedium. SO. HOW CAN WE IMPROVE THE MICOACH EXPERIENCE? A FEW IDEAS IMAGE BY DAVID CLOW - MARYLAND ON FLICKR.COM
  45. 45. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 45 01 DATA IMAGE BY DAVID CLOW - MARYLAND ON FLICKR.COM
  46. 46. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 46 There is so much data flowing around us, we barely even notice. miCoach could recommend training gear, based on the current weather at my location. IMAGE RIGHTS OWNED BY ADIDAS
  47. 47. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 47 Another example: We know exactly how much users run. After about 500-700 km miCoach should remind them to buy new shoes. IMAGE RIGHTS OWNED BY ADIDAS
  48. 48. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 48 02 SOCIAL CONTEXT IMAGE BY DAVID CLOW - MARYLAND ON FLICKR.COM
  49. 49. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 49 miCoach could become THE cloud solution for all our sports related data. But in consequence the platform has to evolve ... ICON CREATED AND OWNED BY CLOUDAPP
  50. 50. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 50 HOW IS YOUR TRAINING GOING TODAY? ... with some basic social functionalities to share the training progress.
  51. 51. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 51 03 BUSINESS MODELS IMAGE BY DAVID CLOW - MARYLAND ON FLICKR.COM
  52. 52. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 52 50-120 EUR once 5-20 EUR / MONTH subscription Real personal training for everyone miCoach website 1x 50-120 EUR once Gadgets miCoach Website Gadgets FREE miCoach Website miCoach should be treated like a business itself. Why not provide a premium subscription with coaching from real people?
  53. 53. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 53 04 MORE DATA IMAGE BY DAVID CLOW - MARYLAND ON FLICKR.COM
  54. 54. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 54 This is a painful experience.
  55. 55. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 55 Especially if the user collected hundreds of miles on other systems.
  56. 56. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 56 Prototype How about opening up the data and bring more users to miCoach? (Prototype Demo)
  57. 57. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 57 05 REAL WORLD REWARDS IMAGE BY DAVID CLOW - MARYLAND ON FLICKR.COM
  58. 58. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 58 Let‘s intensify the experience when users already love it. How about sending them into the stores and give them real medals for free?
  59. 59. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 59 06 MICOACH PRO IMAGE BY DAVID CLOW - MARYLAND ON FLICKR.COM
  60. 60. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 60arsmedium. Imagine watching this gentleman run 200m WR and immediately access his data on his public miCoach Pro profile – wow.
  61. 61. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 61 07 SYNC EXPERIENCE IMAGE BY DAVID CLOW - MARYLAND ON FLICKR.COM
  62. 62. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 62 „You know, since 2.0 I can read and write files now ...“ JAVA ADOBE AIR I believe that miCoach Desktop would heavily benefit from a change of platforms. Not only to improve the desktop experience ...
  63. 63. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 63 Scribble
  64. 64. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 64 Scribble
  65. 65. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 65 Scribble ... but also to support the marketing teams.
  66. 66. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 66 Scribble
  67. 67. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 67 08 GO MOBILE IMAGE BY DAVID CLOW - MARYLAND ON FLICKR.COM
  68. 68. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 68 Scribble
  69. 69. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 69arsmedium. AND WHAT ABOUT WORKOUT „MATES“ TO MOTIVATE EACH OTHER. AN ONLINE STADIUM VIRTUAL TEAMS CUSTOM TRAINING VOICES PUBLIC MICOACH PROFILES THERE COULD BE SO MUCH MORE ... IMAGE RIGHTS OWNED BY ADIDAS
  70. 70. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 70arsmedium. NEXT STEPS? IMAGE RIGHTS OWNED BY ADIDAS 05:00 Min +
  71. 71. arsmedium group | Why miCoach marketing needsand ideas Design Sparring with new challenges more UXHerzogenaurach, April 19, 2010Page 71arsmedium. HOW DO WE GO FORWARD? IMAGE RIGHTS OWNED BY ADIDAS
  72. 72. arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 72Thank you for your time.Please contact me for any comments or questions.Florian HolsteinHead of Strategy and UXflorian.holstein@arsmedium.com+49 151 25303851twitter.com/towardsfocus
  73. 73. emotional brand marketingWe activate brands and markets with emotional intelligenceas base of excellent ideas which promise powerful success.arsmedium.group

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