Designing for Millennials

Designing for Millennials

Jim Elliott

Designing for Millennials 2

IBM, IBM Interactive Experience & Real-Time Live Events

Grand Slam Tennis

Australian OpenRoland GarrosWimbledonUS Open

Professional Golf Tournaments

The Masters TournamentThe U.S. Open Golf Championships

The American Theatre Wing’s Tony Awards Olympics, Grammy Awards, Ryder Cup, PGA

TOUR, Evian Masters

Global Event Experience


How do you create a compelling User Experience

Who is the audience (the Sports Fan) and what do they want?Real-time Information - Scores and StatisticsRich-media content, especially Live VideoHow does the fan want to interact with your content?Omni-Channel & Responsive DesignGive them Control – What, Where, & WhenWhat impression of your brand will they leave with?You become the Trusted Source of information for their needsYou provide a Unique Value to the them, and your sites becomes a repeat destination


US Open Tennis Championship – SlamTracker

• Want real-time scores & stats• Want deeper insight to the

game

• 2nd Screen App - Designed and tuned for live matches

• Provides Scores and Stats for every scheduled match

• Desktop &Tablet friendly



• Want real-time scores & stats

• Scores provided real-time• Clean, comprehensive

view of all match stats



• Want deeper insight to the game

• Stats data rendered with unique visualization

• Updated Live and contextual for each point

• Constant Rotation of information




• Stats data rendered with unique visualization

• Updated Live and contextual for each point

• Constant Rotation of information




• Bring me innovation

• Built on IBM's predictive analytics technology (SPSS)

• Mines over 8 years of Grand Slam Tennis data (~41 million data points) to determine patterns and styles for players when they win.

• Analysis of historical head-to-head match-ups, as well player styles to determine individual “Key Performance Indicators”




• Bring me innovation

• Real Time tracking of performance against the players “keys”


US Open Tennis Championship – Live Video Console

• Want content that is of importance to me

• Want control of the content / experience

• 6 Channels of Video• Integrated, Interactive Data: Keys,

Match Stats• DVR with milestones• Social Media Integration


US Open Tennis Championship – Live Video Console



• 6 Channels of Video• Integrated, Interactive Data: Keys,

Match Stats• DVR with milestones• Social Media Integration


The U.S. Open Golf Championships – Hole Insights


• Provide me value

• Visually represents the complexity of the holes


Australian Open – Social Leaderboard

• Want rich / meaningful content


• Fun Fan Favorite• Social Sentiment


Australian Open – Social Leaderboard

• Want rich / meaningful content


• Fun Fan Favorite• Social Sentiment

In Summary

• Understand the user’s needs and desires, design the solution based on these UX needs

• Add Value to the experience

• Go to IBM.com, search for “Sports”


Additional Case Studies

• The Masters Tournament • Wimbledon

Masters


The Masters Tournament – Live Video Console



• 6 Channels of Video• Available on all devices• Integrated Data• Closed Captioning


The Masters Tournament – OnDemand Video

• Want content when its convenient for me

• Want unique sports experiences

• Core 2nd Screen Content• Innovative OnDemand

Video interface• Unique blend of scores,

stats and video







stats and video







stats and video


Wimbledon

• Want to feel the experience of “being at the event”

• Innovative, unique tablet User Interface


Wimbledon

• Want to feel the experience of “being at the event”

• Innovative, unique tablet User Interface