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Page 1: LA Lakers Companion App - Response For Proposal

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

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Page 2: LA Lakers Companion App - Response For Proposal

BRIEF:FROM CASUAL INTO

SUPER FANS

Page 3: LA Lakers Companion App - Response For Proposal

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TRUE SECOND SCREEN

EXPERIENCE

DEMYSTIFY THE SOCIAL

EXPERIENCE

DEDICATED NATIVE

COMPANION APP

START WITH THE DATA

PROCESS AND INSPIRATION

ENHANCED SOCIAL

EXPERIENCEREWARDS

PRODUCT STRATEGY PRINCIPLES

E.g. UX Approach

JOURNEYS JUST ONE MORE THING…

Page 4: LA Lakers Companion App - Response For Proposal

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

Page 5: LA Lakers Companion App - Response For Proposal

PROCESS AND INSPIRATION

ulrichboulon

Page 6: LA Lakers Companion App - Response For Proposal

PROCESS AND INSPIRATION

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Page 7: LA Lakers Companion App - Response For Proposal

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

Page 8: LA Lakers Companion App - Response For Proposal

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 feedsulrichboulon

Page 9: LA Lakers Companion App - Response For Proposal

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

Page 10: LA Lakers Companion App - Response For Proposal

ENHANCED SOCIAL

EXPERIENCEADOPTION

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

Page 11: LA Lakers Companion App - Response For Proposal

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

Page 12: LA Lakers Companion App - Response For Proposal

JOURNEYS

Page 13: LA Lakers Companion App - Response For Proposal

COMMON SCORE CENTER APP UX

GAME ON TVGAME LIVE E.g. Real time

updates

CURRENT APP HOMEPAGE

ulrichboulon

Page 14: LA Lakers Companion App - Response For Proposal

COMMON SCORE CENTER APP UX

TEAM’S STATS

PLAYER’S STATS

GAME ON TVGAME LIVE E.g. Real time

updates

USER DASH

BOARD

CURRENT APP HOMEPAGE

THE USER DISCOVERS

THE USER IS INFORMED

ulrichboulon

Page 15: LA Lakers Companion App - Response For Proposal

COMMON SCORE CENTER APP UX

TEAM’S STATS

PLAYER’S STATS

GAME ON TVGAME 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

Page 16: LA Lakers Companion App - Response For Proposal

NEW UX APPROACH

GAME ON TVLA LAKERS

COMPANION APP HOMEPAGE

GAME LIVE E.g. Real time

updates

ulrichboulon

Page 17: LA Lakers Companion App - Response For Proposal

NEW UX APPROACH

GAME ON TVGAME 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

Page 18: LA Lakers Companion App - Response For Proposal

NEW UX APPROACH

GAME ON TVLA 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

Page 19: LA Lakers Companion App - Response For Proposal

NEW UX APPROACH

GAME ON TVLA 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

Page 20: LA Lakers Companion App - Response For Proposal

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 HOMEPAGEGAME 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

164 28 27

Full recap

Tuesday, Feb 25 Sunday, Fmorrow

GAME LEADERS23 pts 20 pts

Page 21: LA Lakers Companion App - Response For Proposal

THANKS !

ANY COMMENTS?

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