Beacons | Sport | UX&UI Design | Product Development
We took on the challenge to combine the analog and digital experience in a soccer stadium to make big sports events more enjoyable.
Together with our partner conichiwa we started into the project. In the first workshop, challenges were defined and possible solutions ideated in order to design and develop the first usable product (MVP). Based on the workshop results we created the concept for this new fan experience. The new solution should consist of an app and a web campaign manager for the Eintracht Team using location-based technology to connect fans & stadium.
We thought about every possible step an Eintracht Frankfurt supporter can take during this user journey and defined problems and needs which we wanted to solve with the app. From getting news about upcoming games and current scores to individualised offers from the fan shop/restaurant and remote ordering and payment of half-time snacks to avoid standing in the queue.
In the next step, we defined functionalities that we actually wanted to include in the first version of the fan app. To keep the first version lean and to test the concept out we did not yet implement all of the features mentioned . Subsequently, we tested our ideas with football fans in Germany. According to the feedback and testing results, we refined our functionalities and included Eintracht Frankfurt branding in the UI designs. Once the visual design was done, we did our final design testing to ensure that all functionalities can be understood intuitively and then started the development. Development did not just involve coding but continuous testing. Testing the usability with users, testing the reliability and also mocking up the environment and testing in this environment with the hardware installation. The challenging part of the product was the high dependencies on external sources (such as the APIs which enables all location-based features). However, with the help of experienced developers, we managed to make it happen.
Create a novel stadium concept
Enrich the analog experience with digital support
Enable location-based advertisment
Together with conichiwa we built a connected environment for the stadium using location-based technologies enabling Eintracht Frankfurt to strengthen its brand and engage with its fans via an individual mobile solution. With the web campaign manager, Eintracht is able to set up campaigns based on time, location and target group. The new application creates the foundation for a unique fan experience starting with a personalized welcome to special offers while they are passing by the fan shop.