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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
Designing for Millennials 3
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
Designing for Millennials 5
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
Designing for Millennials 6
US Open Tennis Championship – SlamTracker
• Want real-time scores & stats
• Scores provided real-time• Clean, comprehensive
view of all match stats
Designing for Millennials 7
US Open Tennis Championship – SlamTracker
• Want deeper insight to the game
• Stats data rendered with unique visualization
• Updated Live and contextual for each point
• Constant Rotation of information
Designing for Millennials 8
US Open Tennis Championship – SlamTracker
• Want deeper insight to the game
• Stats data rendered with unique visualization
• Updated Live and contextual for each point
• Constant Rotation of information
Designing for Millennials 9
US Open Tennis Championship – SlamTracker
• Want deeper insight to the game
• 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”
Designing for Millennials 10
US Open Tennis Championship – SlamTracker
• Want deeper insight to the game
• Bring me innovation
• Real Time tracking of performance against the players “keys”
Designing for Millennials 11
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
Designing for Millennials 12
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
Designing for Millennials 14
The U.S. Open Golf Championships – Hole Insights
• Want deeper insight to the game
• Provide me value
• Visually represents the complexity of the holes
Designing for Millennials 16
Australian Open – Social Leaderboard
• Want rich / meaningful content
• Provide me value
• Fun Fan Favorite• Social Sentiment
Designing for Millennials 17
Australian Open – Social Leaderboard
• Want rich / meaningful content
• Provide me value
• 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”
Designing for Millennials 21
The Masters Tournament – Live Video Console
• Want content that is of importance to me
• Want control of the content / experience
• 6 Channels of Video• Available on all devices• Integrated Data• Closed Captioning
Designing for Millennials 22
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
Designing for Millennials 23
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
Designing for Millennials 24
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
Designing for Millennials 26
Wimbledon
• Want to feel the experience of “being at the event”
• Innovative, unique tablet User Interface