Why adidas miCoach needs more UX Design

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arsmedium. group emotional brand marketing We activate brands and markets with emotional intelligence as base of excellent ideas which promise powerful success.

Transcript of Why adidas miCoach needs more UX Design

Page 1: Why adidas miCoach needs more UX Design

arsmedium.group

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

Page 2: Why adidas miCoach needs more UX Design

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

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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?

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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?

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Florian HolsteinHead of Strategy and UX . arsmedium eins

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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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THEEXPERIENCEARCHITECT

THE04:30 AMATHLETE

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WHY?

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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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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

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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

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MEDIAAND I BET

IT DIDN‘T INVOLVE

9 TIMES OUT OF 10

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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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THE PROPSWE ONLY PROVIDE

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INSPIRATIONAND

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THE PLATFORMAND BUILD

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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

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IMAGE RIGHTS OWNED BY ADIDAS

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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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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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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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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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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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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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

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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

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Scribble

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... but also to support the marketing teams.

Scribble

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Scribble

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GO MOBILE

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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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HOW DO WEGO FORWARD?

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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.