Challenge: The app was built and the stadiums were equipped with all the expensive hardware. Millions of ad dollars stood at the ready for a huge promotional push. But there was a major problem. Customers were very upset and they made sure customer service and app reviews knew about it. The sports fans had downloaded the app, checked into the game, saw themselves on the big screen or television and they did not receive their clip. Where was it? Why didn't they get it? And this app sucks!
Process: I can already empathize with the sports fan who danced the funky chicken six games in a row to finally get their big screen moment and having just downloaded and signed up for the app, they didn't bother with filming it because they believed it would all be take care of. Total trust. When you pulled out their phone once all the excitement around them died down to enjoy the replay the video was not to be found. No explanation. Just pure disappointment.
1. The first step was to define exactly how this product worked, and what went wrong? To do that, I spent a week with our engineer, who also held the patent on the technology along with 15sof. During this week we would fill many white boards as I took notes, asked questions, and made coffee, before I had a complete understanding of the product life cycle as described by an engineer.
2. Now let's take a look at the app that was outsourced to a company that did not follow UX design best practices and published with no user testing, so you can see where the communication breakdowns are.
I did a heuristic evaluation relying on my HCI expertise and found what I believed to be the confusion.
Let's review these screens together.
In screen 1. The user is told to check in via a modal messaging window which needs to be closed to check in.
In screen 2. The user taps Check In to a game they are hopefully at.
In screen 3. The "Check In" button changes to a Checked In stamp.
This is the end of the "Game Check In" flow.
When the user see's themselves on the "Jumbo-Tron" or "Television" and they don't get the clip right away it's time go to get help!
In screen 4. The "Contact Us" screen according to analytics using "Firebase" was the first step users too looking for answers.
The messaging available was not very clear and gave two options both requiring human interaction.
If the clip was unavailable the user was sent to the FAQ screen to find out why.
Reviewing our post-it notes from the discovery sessions, I created a usable site map using Omnigraffle that we could reference and share.
I did some preliminary user flows to see where we could contextually ask for phone numbers. Offering a user the option to receive a text when their clip is available, has multiple purposes. One I am asking them contextually when it serves to benefit, from the business perspective the open rate on a text sent to your phone has a 98% open rate vs email sitting low at 8%.
And then I had some fun dry erase sketching the user journey on the whiteboard, to facilitate a participatory design session with stake holders to look for any holes in the flow or messaging as I'm guiding the user via modal popups, icons, tool tips, and sms messaging.
Now that all the fun collaborating with the team has produced results. It's time for me to go from sketches on the whiteboard, to annotated wireframes.
These were the series of iterations based upon feedback from heuristic evaluations in our daily UX design reviews. Because the Super Bowl was right around the corner I defined first and second iterations.
A big part of messaging requires UX Copywriting skills and testing. I wrote the UX copy and tested for conversion and engagement using an algorithm, that scores the copy based upon emotional marketing values and headline quality scoring.
With the wires approved and the UX Copy tested. The ideating phase of my design process at this fidelity is complete and it's time to make a prototype so we can test and make sure I am correct in my assumptions made based upon my research.
Results: When asked the question Are Jumbotron clips available at every game? Users showed an understanding That some games did not offer Jumbotron clips. The new design has been implemented and published and was a part of the recent 15 Seconds of Fame Launch party.