Strategic Research
User Research & Testing
UX Design
UI Design
Front End & Back End Development
Mobile Development
NFC
Machine Learning
Connected Fanatics approached Brandborne to design their LOCKEROOM fan experience as a full package of a system as a service (SaaS) . From their Back-end office for super users, Content Management System (CMS) and End-user Football Fan App. The goal was to develop the future of sporting fan interaction starting off in the football industry.
We learnt a great deal of what football means to fans. There were so many varieties of affinity for clubs so we developed a matrix of archetypes to demonstrate just how complex the love of football is to fans.
We were able to develop football fan Archetypes to help design the Apps key user journeys. These were developed using data from our survey of n=100 global football fans and n= 5 user interviews. We recommended that CF’s main target market were the Digital Fanatic and Fantasy Fan type archetypes. However less engaged football fans such as the Old School Fan, and a First Time Fan could be converted into the main target audience if they accessed the correct channels within our product solution.
One of CF’s technological differences between other football fan apps is the ability to interact with physical products using NFC (near field communication). The new interaction CF wanted Fans to inherit was to tap the crest of their football shirt to unlock unique fan experiences. Because this is a new behaviour for the general public, our challenge was to find ways for this interaction to be meaningful as well as functional.
NFC allowed us to design new touch points of user interactions. From following new profiles, trading digital assets and authenticating legitimate merchandise. We designed user journeys by keeping the NFC tap interaction as the key to unlocking multiple touch points. One being the Match Day experience.
We created this feature to be the heart of the App’s main exclusive content stream. We designed these channels with certain mechanisms to increase the value of this digital access. One being that a match day channel could only be accessed in a certain time frame. With this type of mechanism we are able to allow fans to bridge the gap between their physical merchandise and digital interactions with their club.
CF’s main infrastructure was designed strategically for when future technologies to become more mainstream. Therefore we created the solution to provide space for Football Jerseys to one day act as NFTs, used in e-sports or more diversely in the Metaverse.
This is one of many exciting spaces in technology that we are experts in creating. We started this project with the basic principles of what the business wanted to achieve and turned it into a comprehensive digital solution. We continue to help grow Connected Fanatics as a close partner. After just over a year of design and development we are now close to launching the MVP in the next few months.
