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Digital media & service design at Rio 2016 Olympic Games

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Presentation at the London College of Communication / University of the Arts London on digital communications strategy and design thinking for the Olympic Games in Rio. 10th November 2016

Published in: Design

Digital media & service design at Rio 2016 Olympic Games

  1. 1. DIGITAL MEDIA &
 SERVICE DESIGN AN OLYMPIC EXPERIENCE Marcelo Albagli
  2. 2. credits: http://especiais.g1.globo.com/economia/midia-e-marketing/50-anos-da-globo/jn-50-anos-da-globo/ design in the corporation communications dept creative processes 
 
 
 bit.ly/mestradoalbagli FINAL PROJECT AT LCC
  3. 3. 95% of newspapers in America will change
 
 “This painful decline will give birth to a new model of journalism”. 
 Paul Gillin THE MEDIA IS SHIFTING RAPIDLY
  4. 4. source: Newspaper Association of America (2004) and Pew Research Center of Analysis of BIA / Kelsey Data (2014) NEWSPAPERS AD REVENUE $2b 1.5 billion to 3.5 billiondigital
 (in billions of US dollars) 0 1 2 3 4 2004 2014
  5. 5. source: Newspaper Association of America (2004) and Pew Research Center of Analysis of BIA / Kelsey Data (2014) print
 (in billions of US dollars) 0 12,5 25 37,5 50 2004 2014 $30b 47.7 billion to 16.4 billion NEWSPAPERS AD REVENUE
  6. 6. • 60% telecom • 22% technology • 14% electronics • 07% media THE DIGITAL ECONOMY source: http://www.jornalopcao.com.br/colunas/imprensa/caio-tulio-costa-doutor-em-comunicacao-sugere-o-mapa-da-mina-para-jornal-sobreviver-na-era-digital Credits: mbuzz.com.sa
  7. 7. source: https://www.bloomberg.com/news/articles/2016-10-22/at-t-mulls-reinvention-for-web-with-86-billion-time-warner-deal
  8. 8. mobile technology +
 high quality streaming = 
 new services
  9. 9. source: https://www.bloomberg.com/news/articles/2016-10-22/at-t-mulls-reinvention-for-web-with-86-billion-time-warner-dealcredits: wallpapper.nu source: http://fortune.com/2015/10/08/netflix-bandwith 37% of all internet traffic in the US
  10. 10. source: https://www.bloomberg.com/news/articles/2016-10-22/at-t-mulls-reinvention-for-web-with-86-billion-time-warner-deal MEDIA ACTIVISM
 CITIZEN JOURNALISM credits: Mohammed Abed/AFP/GettyImages
  11. 11. In the digital age, media is increasingly becoming a service.
  12. 12. • visualising systems • innovative processes • business models • user centred SERVICE DESIGN THINKING credits: freepik.com
  13. 13. pre games strategy my olympic experience olympic torch relay briefing games time official digital properties 2013 2014 2015 - 2016
  14. 14. • interface design • information architecture • interaction design • usability testing USABILITY & ACCESSIBILITY
  15. 15. • technology / infrastructure • editorial and commercial plan • branding • search engine optimisation • context EVERYTHING IS UX
  16. 16. • 1,000 employees • 10% foreigners • 60 departments THE OLYMPIC COMMITTEE (2013)
  17. 17. • diverse objectives • diverse reasons • diverse perspectives • diverse opportunities DIVERSITY
  18. 18. credits: Alex Ferro / Rio 2016
  19. 19. ESSENTIALLY COLLABORATIVE sports presentation spectators experience technology results legalcommercial google bing apple atos branding sports governments suppliers media relations samsung omega executive board licensing external consultants crm ticketing hr civil
 society ioc cbp ipc agencies paralympic integration ceremonies protocol
  20. 20. 
 “(designers) depend in their work on thinking mostly about the moment when the user comes into contact with the product or service offering. This special perspective contributes to the development process right from its onset".
 This is service design thinking 
 Stickdorn & Schneider, 2010 THE DESIGNERS' ROLE
  21. 21. Share the 
 sense of live
 with as many people as possible. OUR GOAL: THE EXPERIENCE
  22. 22. credits: pixabay.com, findeight.com pre games digital comms fundaments video mobile social
  23. 23. credits: pixabay.com, findeight.com
  24. 24. • previous experiences • digital comms scenarios • specific programs • technological feasibility DISCOVER
  25. 25. some findings: mobile app and website 31% 18% 51% 39% 22% 39% mobile app web mobile desktop
  26. 26. 400k sessions 800k sessions olympic torch relay london2012.com
  27. 27. websites
  28. 28. • brainstormings • personas • user journey DEFINE
  29. 29. brainstormings
  30. 30. 
 
 Olympic fans
 Olympic super fans
 Sports super fans
 Journalists/Bloggers/Media
 General interest personas 
 
 Cariocas
 State of Rio
 Brazilians
 South America
 Other continents
  31. 31. • experience, “sense of live” • highest authority on the Games • accessible and involving • spreadability
 BRIEFING
  32. 32. credits: clipartpanda.com games time main features / content sports 
 schedule service & experience real time
 results
  33. 33. • 100+ people: 6 brazil, 2 south korea • journalists x designers x technology • recurrent usability tests • ongoing experimentation • google, bing, apple, samsung DEVELOP
  34. 34. usability test report 2 weeks before opening
  35. 35. second screen proposal credits: ISOBAR .
  36. 36. • bug report and fixes • olympic data feed • 17k biographies and profiles • seo: 100k URLs • torch, olympics, paralympics, post DELIVER
  37. 37. créditos: alex ferro / rio 2016 . 180k users simultaneosly
  38. 38. 4.327M 2.773M 234kDOWNLOADS 24% 15% 61% mobile app web mobile desktop APP / WEB
  39. 39. 127m visits (sessions) 1,126b screenviews THE FIGURES (4th aug - 19th sep) 54m unique users 543m pageviews source: Google Analytics
  40. 40. SOCIAL MEDIA 4.8m 1.8m 730k 700k 35k 59k On Facebook alone, 90 million people have been exposed to official content of some sort. FANBASE (followers) source: Rio 2016
  41. 41. source: play.google.com/store
  42. 42. THANK YOU

 
 Marcelo Albagli
 LCC, 10 nov 2016 
 
 slideshare.com/albagli .

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