LA Lakers Companion App - Response For Proposal

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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.

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LA Lakers Companion App - Response For Proposal

  1. 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 ulrichboulon
  2. 2. BRIEF: FROM CASUAL INTO SUPER FANS
  3. 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. 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 ulrichboulon
  5. 5. PROCESS AND INSPIRATION ulrichboulon
  6. 6. PROCESS AND INSPIRATION ulrichboulon
  7. 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 ulrichboulon
  8. 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 ulrichboulon
  9. 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 ulrichboulon
  10. 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 ulrichboulon
  11. 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. 12. JOURNEYS
  13. 13. COMMON SCORE CENTER APP UX GAME ON TV GAME LIVE E.g. Real time updates CURRENT APP HOMEPAGE ulrichboulon
  14. 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 ulrichboulon
  15. 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 ulrichboulon
  16. 16. NEW UX APPROACH GAME ON TV LA LAKERS COMPANION APP HOMEPAGE GAME LIVE E.g. Real time updates ulrichboulon
  17. 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 ulrichboulon
  18. 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 ulrichboulon
  19. 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 ulrichboulon
  20. 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. 21. THANKS ! ANY COMMENTS? ulrich-boulon.com

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