Why adidas miCoach needs more UX Design

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emotional brand marketing We activate brands and markets with emotional intelligenceas base of excellent ideas which promise powerful success.

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Herzogenaurach, April 19, 2010Florian Holstein

Why miCoach (marketing) needs more UX Design

arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 3

Minutes

00:00 05:00 10:00 20:00 25:00 30:00 35:00

40:0005:00 Min

10:00 Min 15:00 Min

NEXTSTEPS?

05:00 Min +

MOREIDEAS

WHO ANDWHY?

ABOUT STORIES AND»INVISIBLE« MEDIA

HOW CAN WE IMPROVE THEMICOACH EXPERIENCE?

What I‘m going to talk about today.Did you noticed there is no »Green Zone«?

arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page

arsmedium.

arsmedium group | Sparring with new challenges and ideasHerzogenaurach, April 19, 2010Page

Florian HolsteinHead of Strategy and UX . arsmedium eins

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IMAGE BY NICK HEER ON FLIRCK.COM

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arsmedium group | Sparring with new challenges and ideasHerzogenaurach, April 19, 2010Page 8

IMAGE BY NATHANAELB / NATHANAEL BOEHM ON FLIRCK.COM

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IMAGE BY BBUM / BILL BUMGARNER ON FLICKR.COM

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THEEXPERIENCEARCHITECT

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IMAGE RIGHTS OWNED BY ELIZABETH KREUTZ

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IMAGE RIGHTS OWNED BY ADIDAS

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IMAGE BY X@D00M ON FLIRCK.COM

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IMAGE BY CHRISTMANN81 / STEFAN CHRISTMANN ON FLIRCK.COMPANATHINAIKO STADIUM. ATHENS

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THE04:30 AMATHLETE

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THE04:30 AMATHLETE

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I WANT TODO WORK I LOVE

AND GET PAID FOR IT.

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MY PROBLEM:MY AGENCY DOESN‘T

WORK FOR ADIDAS (YET)

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LET‘S FIND ASOLUTION

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HOW CAN WE IMPROVE THEMICOACH EXPERIENCE?

15:00 Min

ABOUT STORIES AND»INVISIBLE« MEDIA

10:00 Min

MORESTORIES

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IMAGE BY JENASA ON FLICKR.COM

arsmedium group | How to generate value (and kick some ass) in a new digital worldHerzogenaurach, Montag 19. April 2010Seite

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EXPERIENCEWHAT WAS THE MOST

BEAUTIFUL / AMAZING / MOVING

YOU EVER HAD?

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UNIQUEI BET

THE EXPERIENCE WAS

9 TIMES OUT OF 10

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arsmedium group | Sparring with new challenges and ideasHerzogenaurach, April 19, 2010Page 26

STORYI BET

IT MADE UP FOR A GOOD

9 TIMES OUT OF 10

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MEDIAAND I BET

IT DIDN‘T INVOLVE

9 TIMES OUT OF 10

EarnedMedia

feeds and creates

Paid Media

feeds andcreates

Costs money

Costs time andresources

Owned andCurated Media

Costs money, time andresources

EarnedMedia

feeds and creates

Paid Media

feeds andcreates

Costs money

EarnedMedia

feeds and creates

Paid Media

feeds andcreates

Costs money

NEW!BRAND

feeds and creates

Paid Media

feeds andcreates

Costs money

EarnedMedia

We just switched tofaster channels andnew technologies.NEW!

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IMAGE BY WWW.JERKALERT.CO.UK / SARA SIMMONS ON FLICKR.COM

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IMAGE BY WWW.JERKALERT.CO.UK / SARA SIMMONS ON FLICKR.COM

ATTENTIONMEDIA IS STILLFIGHTING FOR

MEDIA PRODUCT

to provide valuefighting for attentionshort-time oriented

based on interruptionbecoming expensive

decreasing effectiveness

long-time orientedbased on direct relationship

fighting for attention

PRODUCT

Instead of we have to look for new ways in the long run.to provide value

PRODUCT

Media has to become invisible

Much like good design, we have to improve the experience of the product itselfinstead of just pushing attention to it.

PRODUCTMEDIA

long-time orientedbased on direct relationship

creating more intense experiences

Media has to become invisible

Much like good design, we have to improve the experience of the product itselfinstead of just pushing attention to it.

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IMAGE BY NOTCUB ON FLICKR.COM

UNIQUE STORIESHOW DO WE TELL

WITH INVISIBLE MEDIA?

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IMAGE BY NOTCUB ON FLICKR.COM

WE DON‘T.QUITE SIMPLE:

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IMAGE BY ROCKET SHIP ON FLICKR.COM

THE PROPSWE ONLY PROVIDE

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IMAGE BY ROCKET SHIP ON FLICKR.COM

INSPIRATIONAND

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IMAGE BY WOLFGANG STAUDT ON FLICKR.COM

THE PLATFORMAND BUILD

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IMAGE BY INFOMATIQUE / WILLIAM MURPHY ON FLICKR.COM

THE SCRIPTBUT THEY WRITE

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IMAGE BY DAVID CLOW - MARYLAND ON FLICKR.COM

IMPROVESO. HOW CAN WE

THE MICOACH EXPERIENCE?

A FEW IDEAS

There is so much data flowing around us, we barely even notice.miCoach could recommend training gear, based on the current weather at my location.

Another example: We know exactly how much users run.After about 500-700 km miCoach should remind them to buy new shoes.

SOCIAL CONTEXT

ICON CREATED AND OWNED BY CLOUDAPP

miCoach could become THE cloud solution for all our sports related data. But in consequence the platform has to evolve ...

HOW IS YOUR TRAINING GOING

TODAY?

... with some basic social functionalities to share the training progress.

BUSINESS MODELS

FREEmiCoach Website

miCoach should be treated like a business itself.Why not provide a premium subscription with coaching from real people?

1x 50-120 EUR once

miCoach WebsiteGadgets

50-120 EUR once5-20 EUR / MONTH subscription

Real personal training for everyone miCoach website

Gadgets

MORE DATA

This is a painful experience.

Especially if the user collected hundreds of miles on other systems.

How about opening up the data and bring more users to miCoach?(Prototype Demo)

Prototype

REAL WORLDREWARDS

Let‘s intensify the experience when users already love it. How about sending them into the stores and give them real medals for free?

MICOACH PRO

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Imagine watching this gentleman run 200m WR and immediately access his data on his public miCoach Pro profile – wow.

SYNC EXPERIENCE

JAVA ADOBE AIR

I believe that miCoach Desktop would heavily benefit from a change of platforms.Not only to improve the desktop experience ...

„You know, since 2.0 I can readand write files now ...“

Scribble

... but also to support the marketing teams.

Scribble

GO MOBILE

Scribble

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AND WHAT ABOUTWORKOUT „MATES“ TO MOTIVATE EACH OTHER.

AN ONLINE STADIUMVIRTUAL TEAMS

CUSTOM TRAINING VOICESPUBLIC MICOACH PROFILES

THERE COULD BE SO MUCH MORE...

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05:00 Min +

NEXTSTEPS?

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arsmedium group | Sparring with new challenges and ideasHerzogenaurach, April 19, 2010Page

HOW DO WEGO FORWARD?

Thank you for your time.

Florian HolsteinHead of Strategy and UX

florian.holstein@arsmedium.com+49 151 25303851twitter.com/towardsfocus

Please contact me for any comments or questions.

arsmedium.group

emotional brand marketing We activate brands and markets with emotional intelligenceas base of excellent ideas which promise powerful success.

Why adidas miCoach needs more UX Design

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