Manchester City F.C.
The problem
Manchester City has 50 million fans around the world. On any given match day, only 55,000 of those fans get to sit and experience being at a City match.
Fans across the world feel less connected to the club when a match is on, and Manchester City want to create an experience that makes their global fans feel a part of the atmosphere. They want to give all fans, regardless of their location, the opportunity to participate in match day at the Etihad: the sights, sounds, and smells, all of which will contribute their own energy and emotions to enhance everyone's experience.
Fans across the world feel less connected to the club when a match is on, and Manchester City want to create an experience that makes their global fans feel a part of the atmosphere. They want to give all fans, regardless of their location, the opportunity to participate in match day at the Etihad: the sights, sounds, and smells, all of which will contribute their own energy and emotions to enhance everyone's experience.
Brief
How might we help connect fans across the world, and help them feel like they're at the stadium through the Cityzens app?
My role
- User research
- Ethnographic and directed interviewing
- Visuals (UI)
- Insight generation
- Personas
- Storytelling
- Journey mapping
Process
The Design Process was framed within the Double Diamond framework, and consisted of 3 methodologies.
The Double Diamond was used as a visual guide that guided us through the design process. Its divergent and convergent thinking helped us to solve the right problem, whilst providing a structure to justify the process, and it helped build confidence between my team and the client.
1) Design Thinking
This methodology was induced by the process of the Double Diamond. It encouraged myself and the team to consider whether our solution would be commercially successful.
2) Scrum
As Scrum doesn't promote in-depth planning at the beginning of a project, it was useful because this project was non-linear, and carried out in an iterative manner. An iterative approach is beneficial because it aids fast implementation, and this was needed due to the 6 week deadline. Team members were self-organised, and fully engaged.
3) Lean Startup
As an innovation focused practice used for developing products and businesses based on validated learning, we used it to get feedback quickly, and to eliminate uncertainty in the design process. For this reason, it was primarily used in the Develop phase of the Double Diamond.
The Double Diamond was used as a visual guide that guided us through the design process. Its divergent and convergent thinking helped us to solve the right problem, whilst providing a structure to justify the process, and it helped build confidence between my team and the client.
1) Design Thinking
This methodology was induced by the process of the Double Diamond. It encouraged myself and the team to consider whether our solution would be commercially successful.
2) Scrum
As Scrum doesn't promote in-depth planning at the beginning of a project, it was useful because this project was non-linear, and carried out in an iterative manner. An iterative approach is beneficial because it aids fast implementation, and this was needed due to the 6 week deadline. Team members were self-organised, and fully engaged.
3) Lean Startup
As an innovation focused practice used for developing products and businesses based on validated learning, we used it to get feedback quickly, and to eliminate uncertainty in the design process. For this reason, it was primarily used in the Develop phase of the Double Diamond.
Process
We created an Augmented Reality (AR) solution that allows users of the Cityzen app to virtually interact with, and learn more about, the players, as well as participate in gamified challenges that would entice them to spend money on Man City merchandise. Participating against Cityzen members will help to build comradery and hype in the community.
Brief
How might we help connect fans across the world, and help them feel like they're at the stadium through the Cityzens app?
Personal Contributions
User Research
Immersive Research
Ethnographic and Directed Interviewing
Insight Generation
Visuals
Journey Mapping
Storytelling
Personas
Iteration
Prototyping; Low, Medium and High
Immersive Research
Ethnographic and Directed Interviewing
Insight Generation
Visuals
Journey Mapping
Storytelling
Personas
Iteration
Prototyping; Low, Medium and High
Process
The Design Process was framed within the Double Diamond framework, and consisted of 3 methodologies.
The Double Diamond was used as a visual guide that guided us through the design process. Its divergent and convergent thinking helped us to solve the right problem, whilst providing a structure to justify the process, and it helped build confidence between my team and the client.
1) Design Thinking
This methodology was induced by the process of the Double Diamond. It encouraged myself and the team to consider whether our solution would be commercially successful.
2) Scrum
As Scrum doesn't promote in-depth planning at the beginning of a project, it was useful because this project was non-linear, and carried out in an iterative manner. An iterative approach is beneficial because it aids fast implementation, and this was needed due to the 6 week deadline. Team members were self-organised, and fully engaged.
3) Lean Startup
As an innovation focused practice used for developing products and businesses based on validated learning, we used it to get feedback quickly, and to eliminate uncertainty in the design process. For this reason, it was primarily used in the Develop phase of the Double Diamond.
The Double Diamond was used as a visual guide that guided us through the design process. Its divergent and convergent thinking helped us to solve the right problem, whilst providing a structure to justify the process, and it helped build confidence between my team and the client.
1) Design Thinking
This methodology was induced by the process of the Double Diamond. It encouraged myself and the team to consider whether our solution would be commercially successful.
2) Scrum
As Scrum doesn't promote in-depth planning at the beginning of a project, it was useful because this project was non-linear, and carried out in an iterative manner. An iterative approach is beneficial because it aids fast implementation, and this was needed due to the 6 week deadline. Team members were self-organised, and fully engaged.
3) Lean Startup
As an innovation focused practice used for developing products and businesses based on validated learning, we used it to get feedback quickly, and to eliminate uncertainty in the design process. For this reason, it was primarily used in the Develop phase of the Double Diamond.
Solution
We created an Augmented Reality (AR) solution that allows users of the Cityzen app to virtually interact with, and learn more about, the players, as well as participate in gamified challenges that would entice them to spend money on Man City merchandise. Participating against Cityzen members will help to build comradery and hype in the community.