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arsmedium.group
emotional brand marketing We activate brands and markets with emotional intelligenceas base of excellent ideas which promise powerful success.
emotional brand marketing We activate brands and markets with emotional intelligenceas base of excellent ideas which promise powerful success.
arsmedium.group arsmedium.com
adidas.
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
15:00
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«?
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WHO?
Florian HolsteinHead of Strategy and UX . arsmedium eins
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arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page
arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page
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IMAGE BY NICK HEER ON FLIRCK.COM
arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page
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arsmedium group | Sparring with new challenges and ideasHerzogenaurach, April 19, 2010Page 8
IMAGE BY NATHANAELB / NATHANAEL BOEHM ON FLIRCK.COM
arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page
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IMAGE BY BBUM / BILL BUMGARNER ON FLICKR.COM
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THEEXPERIENCEARCHITECT
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arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page
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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 CHRISTMANN81 / STEFAN CHRISTMANN ON FLIRCK.COMPANATHINAIKO STADIUM. ATHENS
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arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page
THEEXPERIENCEARCHITECT
THE04:30 AMATHLETE
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arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page
WHY?
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arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page
THE04:30 AMATHLETE
THEEXPERIENCEARCHITECT
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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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IMAGE RIGHTS OWNED BY ADIDAS
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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arsmedium group | How to generate value (and kick some ass) in a new digital worldHerzogenaurach, Montag 19. April 2010Seite
arsmedium.arsmedium.
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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
01
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STORYI BET
IT MADE UP FOR A GOOD
9 TIMES OUT OF 10
02
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MEDIAAND I BET
IT DIDN‘T INVOLVE
9 TIMES OUT OF 10
03
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EarnedMedia
feeds and creates
Paid Media
feeds andcreates
feeds
Costs money
Costs time andresources
Owned andCurated Media
Costs money, time andresources
Media
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EarnedMedia
feeds and creates
Paid Media
feeds andcreates
feeds
Costs money
Costs time andresources
Owned andCurated Media
Costs money, time andresources
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EarnedMedia
feeds and creates
Paid Media
feeds andcreates
feeds
Costs money
Costs time andresources
Owned andCurated Media
Costs money, time andresources
NEW!BRAND
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feeds and creates
Paid Media
feeds andcreates
feeds
Costs money
EarnedMedia
Costs time andresources
Owned andCurated Media
Costs money, time andresources
We just switched tofaster channels andnew technologies.NEW!
NOT
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ATTENTIONMEDIA IS STILLFIGHTING FOR
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MEDIA PRODUCT
to provide valuefighting for attentionshort-time oriented
based on interruptionbecoming expensive
decreasing effectiveness
long-time orientedbased on direct relationship
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MEDIA
fighting for attention
PRODUCT
Instead of we have to look for new ways in the long run.to provide value
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PRODUCT
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MEDIA
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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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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UNIQUE STORIESHOW DO WE TELL
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WITH INVISIBLE MEDIA?
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WE DON‘T.QUITE SIMPLE:
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arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page
THE PROPSWE ONLY PROVIDE
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IMAGE BY ROCKET SHIP ON FLICKR.COM
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INSPIRATIONAND
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IMAGE BY WOLFGANG STAUDT ON FLICKR.COM
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THE PLATFORMAND BUILD
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IMAGE BY INFOMATIQUE / WILLIAM MURPHY ON FLICKR.COM
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THE SCRIPTBUT THEY WRITE
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IMPROVESO. HOW CAN WE
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THE MICOACH EXPERIENCE?
A FEW IDEAS
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DATA
45
01
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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.
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IMAGE RIGHTS OWNED BY ADIDAS
Another example: We know exactly how much users run.After about 500-700 km miCoach should remind them to buy new shoes.
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SOCIAL CONTEXT
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02
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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 ...
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HOW IS YOUR TRAINING GOING
TODAY?
... with some basic social functionalities to share the training progress.
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BUSINESS MODELS
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03
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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
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MORE DATA
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04
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This is a painful experience.
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Especially if the user collected hundreds of miles on other systems.
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How about opening up the data and bring more users to miCoach?(Prototype Demo)
Prototype
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REAL WORLDREWARDS
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05
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Let‘s intensify the experience when users already love it. How about sending them into the stores and give them real medals for free?
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MICOACH PRO
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06
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Imagine watching this gentleman run 200m WR and immediately access his data on his public miCoach Pro profile – wow.
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SYNC EXPERIENCE
61
07
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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 ...“
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Scribble
arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 64
Scribble
arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page 65
... but also to support the marketing teams.
Scribble
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Scribble
arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page
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GO MOBILE
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08
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Scribble
arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page
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IMAGE RIGHTS OWNED BY ADIDAS
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 | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page
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arsmedium group | Sparring with new challenges and ideasHerzogenaurach, April 19, 2010Page
HOW DO WEGO FORWARD?
arsmedium group | Why miCoach marketing needs more UX DesignHerzogenaurach, April 19, 2010Page
Thank you for your time.
Florian HolsteinHead of Strategy and UX
[email protected]+49 151 25303851twitter.com/towardsfocus
Please contact me for any comments or questions.
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arsmedium.group
emotional brand marketing We activate brands and markets with emotional intelligenceas base of excellent ideas which promise powerful success.