One of the most complex exercise in my field that I experienced when I was junior was the RFP (Response For Proposal). If you work in agency you will probably reach this point where you will have to provide a UX Approach and transform blue sky thinkings and unrealistic expectations into a plausible, feasible and/ realistic concept. Well! Hopefully most of the agencies has analytics, users researcher, strategic planner and more. But, let assume you are freelancer on your own with as skills, you incredible flair, favorite wires tool and a solid UX understanding to help you out. On my down time I had spent 2 sleepless nights to try an exercise that I've been scared about since my last year in master degree. Therefore, I chose LA Lakers App which I heard would like to give a new UX philosophy to their App. The brief (bare in mind, there is no wrong answer at this stage): LA Lakers have requested a mobile solution to engage fans between games and while games are going on - especially in the time between the four periods of the games. They are targeting young affluent lakers fans based all over the US. The aim is to help turn casual fans into super fans through connection with the players and improved emotional engagement while the games are going on. Here is my "WHY - The step before the UI" reason. Enjoy.

1. MY UX APPROACH
SO FAR…
RFP Response to the brief
Live Companion App
5
GAME
RECAP.
GAME
LEADERS
LATEST PUSH
(VIDEO/ADVERT/SERVICE)
STATS FEEDS
LA 98 PA118FINAL
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2. BRIEF:
FROM CASUAL INTO
SUPER FANS

3. ulrichboulon
TRUE SECOND
SCREEN
EXPERIENCE
DEMYSTIFY THE
SOCIAL
EXPERIENCE
DEDICATED
NATIVE
COMPANION
APP
START WITH THE
DATA
PROCESS AND
INSPIRATION
ENHANCED
SOCIAL
EXPERIENCE
REWARDS
PRODUCT STRATEGY PRINCIPLES
E.g. UX Approach
JOURNEYS JUST ONE
MORE THING…

4. source: U.S. Two Screen TV Lane
of young smartphone
owners multi-task while
watching TV
of fans used another device
while watching matches on
TV
source: IAB UK / ESPN
want inside information, unseen
moments, exotic camera angles,
real-time statistics – plus the
ability to discuss it with their
friends half a continent away
source: Using mobile to convert young sports fans - Part 1
18 TO 34 64% 54%
START WITH THE
DATA
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5. PROCESS AND
INSPIRATION
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6. PROCESS AND INSPIRATION
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7. DEDICATED
NATIVE
COMPANION
APP
TAKE FULL ADVANTAGE OF ALL THE DEVICE FEATURES
The native app can use the camera, the GPS, the accelerometer, the compass, the list of contacts, and so on
Incorporate gestures (either standard operating-system gestures or advanced UI interactions)
Use the device’s notification system and can work offline
Fastest performance
Can work offline
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8. TRUE SECOND
SCREEN
EXPERIENCE
Contribution platform to super fans to make their voice heard
Richer context and information about the sport event, deeper data and stats, alternative viewing
angles and access to immediate video on-demand content
Conversation platform with remote friends and the social ecosystem
SYNCHRONOUS INFORMATION CONSUMPTION ENHANCING
THE LIVE VIEWING EXPERIENCE
See posts from friends about the show in their visually-enhanced news feeds
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9. DEMYSTIFY THE
SOCIAL TV
EXPERIENCE
HOW LA LAKERS APP WILL FIT INTO SOCIAL TV EXPERIENCE DESIGN
“Like” and “Reshare” philosophy to increase engagement.
Be in line with the primary force driving social TV, Twitter (hashtags, retweeting, and trending topics)
And with the next lean-back force driving social TV, Facebook Paper
Use the performance of Twitter and Vine and the visual social network of Facebook and Instagram
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10. ENHANCED
SOCIAL
EXPERIENCE
ADOPTION
DEVOTION
RETENTION
“Celebrations”
(e.g. Kobe’s dunk!!!)
Friends via
Facebook &
App
Fan videos via
Vine
(e.g. Kiss/Dance cam)
#instapic via
Instagram
Team
scores
Instant
replay
Player’s
actions
Tweets
“Sweet Spot” to link
player to the user and
vice versa
Nearest Fan
club display via
Foursquare
Push
Notifications
(e.g. Alerts)
Display All-Star
Game on main
screen
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11. REWARDS
“Emotionally charged events persist much longer in our memories and
are recalled with greater accuracy than neutral memories.”
In Aaron Walter’s book, Designing for Emotion
Create a lasting impression on the user without
what’s traditionally referred to as gamification
The most successful immersive experiences draw users completely into their worlds
No obvious UI elements. Natural interaction with gestures - simple mechanics
Creating an immersive user experience to create lasting memories when it comes to the TV, a
medium constantly in flux
More content revealed (behind the scenes, pre or post-game shows) ulrichboulon

12. JOURNEYS

13. COMMON SCORE CENTER APP UX
GAME ON TV
GAME LIVE
E.g. Real time
updates
CURRENT APP
HOMEPAGE
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14. COMMON SCORE CENTER APP UX
TEAM’S
STATS
PLAYER’S
STATS
GAME ON TV
GAME LIVE
E.g. Real time
updates
USER
DASH
BOARD
CURRENT APP
HOMEPAGE
THE USER DISCOVERS
THE USER IS INFORMED
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15. COMMON SCORE CENTER APP UX
TEAM’S
STATS
PLAYER’S
STATS
GAME ON TV
GAME LIVE
E.g. Real time
updates
SUPPORT
SOCIAL CONTENT
E.g. videos/photos/news/
social feeds/poll
ALTERNATIVE
ROUTES
USER
DASH
BOARD
CURRENT APP
HOMEPAGE
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16. NEW UX APPROACH
GAME ON TV
LA LAKERS
COMPANION APP
HOMEPAGE
GAME LIVE
E.g. Real time
updates
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17. NEW UX APPROACH
GAME ON TV
GAME LIVE
E.g. Real time
updates
TEAM’S
STATS
PLAYER’S
STATS
USER
DASH
BOARD
LA LAKERS
COMPANION APP
HOMEPAGE
THE USER DISCOVERS
THE USER IS INFORMED
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18. NEW UX APPROACH
GAME ON TV
LA LAKERS
COMPANION APP
HOMEPAGE
GAME LIVE
E.g. Real time
updates
ENHANCED
SOCIAL
EXPERIENCE
THE USER DISCOVERS
THE USER IS INFORMED
THE USER IS ENGAGED,
INSPIRED AND TAKES ACTION
TEAM’S
STATS
PLAYER’S
STATS
USER
DASH
BOARD
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19. NEW UX APPROACH
GAME ON TV
LA LAKERS
COMPANION APP
HOMEPAGE
GAME LIVE
E.g. Real time
updates
ENHANCED
SOCIAL
EXPERIENCE
THE USER DISCOVERS
THE USER IS INFORMED
THE USER IS ENGAGED,
INSPIRED AND TAKES ACTION
REWARDS
THE USER
WANTS MORE
RETENTION
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20. EXAMPLE UI
JOSH
Casual Fan
JOSH
Superfan
5
GAME
RECAP.
GAME
LEADERS
LATEST PUSH
(VIDEO/ADVERT/SERVICE)
STATS FEEDS
LA 98 PA118FINAL
LA LAKERS COMPANION APP
HOMEPAGE
GAME ON TV REWARDSGAME LIVE ENHANCED EXPERIENCE
LATEST FANS VIDEOS
(KISS/DANCE CAM AT HOME) or
#LA_LAKERS related pictures
FEEDS
#IMG
/ .
FEEDS
LA 98 IN118FINAL
GAME RECAP
Lakers Pacers
23 301
2 31 27
3
16
4 28 27
Full recap
Tuesday, Feb 25 Sunday, Fmorrow
GAME LEADERS
23 pts 20 pts

21. THANKS !
ANY COMMENTS?
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