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Red Bull Tv Case Study 2019

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Red Bull Tv Case Study 2019 DESIGN CHALLENGE RED BULL TV RED BULL GIVES YOUR WINGS. RED BULL TV CASE STUDY 2019 Researcher: Yuan Li Date: 12/13/2019 2 RED BULL TV /2019 MS. GAMER /2019 3 DESIGN CHALLENGE: How might we find a simple way to help Red Bull to empower women in eSports quickly and efficiently? MS. GAMER /2019 3 CONTENTS RESEARCH PHASE 04 Stakeholder Interview 04 Secondary Research 06 Competitive Analysis 08 Heuristic Evaluation 10 Interview Guide #1 (Participatory) 12 Customer Interview#1#2#3 14 Persona 17 Domain Expert 18 PROTOTYPE PHASE 20 Concept Poster 20 Pitch 21 Prototype Documentation 22 Research Plan 23 Project Management Tool 24 Interview Guide #2 (Usability Testing) 26 Customer Interview 27 Result Analysis 29 WEB 28 Final Presentation 34 4 MS. GAMER /2019 MS. GAMER /2019 5 RESEARCH PHASE STAKEHOLDER INTERVIEW Stakeholder questions • Will Red Bull TV be able to sign broadcasting contracts with the major professional sports leagues (NFL, NHL, MLB, and NBA) in the future? • What are your top-rated channels and most viewed videos? • How does red bull decide to produce programs such as URBEX – Enter At Your Own Risk, and SCREENLAND explores? • How doesRed Bull TV track the audience’s data? Will we be able to access the data analysis report? • What’s the biggest challenge that Red Bull TV is facing? • What would your ideal solution look like then? • Who do you think your biggest competitor is? • What makes you better than the others? • What are your expectations for us? PROJECT BRIEF * Growth beyond the ordinary * Grow and expand audience awareness GUIDING PRINCIPLES * Always quality 5 RED BULL TV /2019 MS. GAMER /2019 5 DAVID GRAU UX/UI Design Lead at Red Bull Award-winning multidisciplinary creative with a track record of successfully delivering creative solutions across web, mobile,tv, video and print for some of the most iconic brands in the world including: YouTube, Ford, Nike, Adidas, Warner Brothers and more. Designing Locally but thinking Globally. Globally means opening yourself to other points of view—taking a genuine interest, without judging. We should be aware that there are other ways to do even everyday things that we cannot simply design from our own experience. Being culturally sensitive to other ways of thinking, to other beliefs. Premium user experience. As UX designers, we’d better put our effort into our users and try our best to figure out and fulfill the user’s needs at first place. It aims to provide positive experiences that keep users loyal to the product or brand. Additionally, a meaningful user experience allows you to define customer journeys on your website that are most conducive to business success. Think beyond the device - voice, AR & VR It’s always good to explore the natural propensity and think about design as something that we deliver based on device and form factor. Its a natural feeling given the connection most of us have with our devices. Ask ourselves what we can do to really connect with people and truly meet their needs. How does context come in to play and how do factors like location, time, proximity, capabilities, activities, and state of mind influence the way that content is displayed and consumed. 6 MS. GAMER /2019 MS. GAMER /2019 7 SECONDARY RESEARCH Secondary research gives us to use previously completed studies and apply the results to your own situation. This step helps narrow down the topic and also allows us to have an active role in conducting the research. Here are the 10 great example of inventive design and technology I find inspiring and reflect the theme around personalization. Example #1 Australia Post ------------------------------------ • No postage stamp can be more personalized and special than this • Super creative and eye-catching advertisement; • This ad allows people to put a little bit of their own identity into products and does a great job of displaying personalization. MS. GAMER /2019 7 SECONDARY RESEARCH Example #6 Black Mirror: Bandersnatch ------------------------------------ • Black Mirror: Bandersnatch is Netflix’s new interactive film, basically, a choose- your-own-adventure-style movie. • Now the audiences are able to alter the multiple versions of the story and have the ending they wish to watch. • I have not watched it yet, but I do believe interactive films are the future of entertainment. Example #7 Deepfake ------------------------------------ • Deepfake (a portmanteau of “deep learning” and “fake”) is a technique for human image synthesis based on artificial intelligence. • Deepfake videos can help improve digital literacy and allows users to easily create and share videos with faces swapped. • Deepfake could take this level of personalization to the next level by creating one- off videos that speak to each individual within the market segment. 8 MS. GAMER /2019 MS. GAMER /2019 9 COMPETITIVE ANALYSIS Red Bull TV App Features ESPN+, Youtube and TwitchTV are the three Sports TV Apps I chose to compare with Red Bull TV App. I found Red Bull is leading in terms of technology invitations such as AR, VR, and live streaming platform. Besides, the app is overall clean and pretty much a fully functioning version of Fuel TV without having to pay or put up with commercials and ads. Furthermore, the app needs to focus on mobile personalization a lot more for better user experience. For example, reviewers should be able to add comments and create their own personal content. Criteria Red Bull TV ESPN+ TV Youtube TwitchTV Logo Size 230 MB 113.3 MB 294.9 MB 208.3 MB Pirce Free 4.99 Per Month Free Free Contains Ads No Yes Yes Yes Website Yes Yes Yes Yes Yes (Provides Yes (Provides AR No No some) some) Yes (Through an VR Yes (360 video) Oculus Go VR Yes (360 video) No headset) Live Video Yes Yes Yes Yes Rating Yes No Yes No Comments No No Yes Yes Social Sharing Yes Yes Yes Yes Perosnal Content No No Yes Yes MS. GAMER /2019 9 Red Bull Market Position For my comparative study, I selected three Red Bull’s main competitors, Monster, Rockstar and Gatorade to compare with it. I found Red bull’s selling price (Cost Per Ounce) is almost doubled than the others, and that makes Reb Bull the most profitable energy drinkamong these three brands. I also found despite the company’s high price strategy, their annual revenue and dollar value market share still are leading in the market which is phenomenal. Criteria Red Bull Monster Rockstar Gatorade Logo Country of origin Austria United States United States United States Introduced 1987 2002 2001 1965 Sucrose, glu- Panax ginseng, Sucrose, dex- Sucrose, glucose, cose, citric acid, ginkgo biloba, trose, citric acid, citric acid, taurine, Ingredients natural flavors, milk thistle natural flavor, sodium bicarbon- taurine, sodium extract, and sodium chloride, ate, caffeine citrate. guarana seed. citrate. Cost Per Ounce 0.24 0.125 0.1 0.085 Red Bull gives you Unleash the Party like a Win From With- Tag Line wings Beast rockstar in Monster Bever- Manufacturer Red Bull GmbH PepsiCo PepsiCo age Annual Revenue $7.4 billions $3.4 billions $6 billions $5.9 billions Employment 12239 3142 2000 796 Size Market Share 36% 31% 10% >5% Target Audience 18 -- 35 18 -- 30 18 -- 38 16 -- 45 Sports, high en- Speed, action, Social, party, Sports, energy, Brand Position- ergy, action, and advanture, and young, flashy, gaming, and ing adventure. aggressive. and night club. adrenaline. 10 MS. GAMER /2019 MS. GAMER /2019 11 HEURISTIC EVALUATION The logo is clearly showing at the top-left side, and the slideshow also tells the gist directly, but I cannot find a tagline anywhere of their pages. Action videos and colorful graphics with big size and bold font as the titles are centered at the page. The long scrolling with using single pages to tell compelling stories with their content that make use of the homepage real estate. It’s easy to follow and navigate to different categories. The main labels and sub-labels for navigation are clear and concise. It’s also easy to see what’s clickable because of the underline hover. There is a high contrast between white text and black background. The font choice and size also are great. However, the readability is not that great when the white text is placed on a bright background image. Heuristic Evaluation on Homepage MS. GAMER /2019 11 NAVIGATION, ACCESSIBILITY & CONTENT QUALITY Styles and colors are consistent. The site search is in the navigation, and since it’s not a sticky navigation bar, whenever scrolling down, the site search will be gone. There is a special functionality I found this very interesting. When users click multiple videos simultaneity, it only pops up and plays the last clicked video in one window, but the others Heuristic will be remaining in the playlist. After users close the current window, the others will automatically continue paly by a Evaluation reverse order. on Visual Design, Features & Generally it is easy to find and interact with, however,I wish there is a hamburger menu on home page to guide me Functionality quickly go through all of the pages and find what I want. 12 MS. GAMER /2019 MS. GAMER /2019 13 PARTICIPATORY DESIGN SCREENER TEST 01 Closed-ended questionnaire. 02 Polar questions. 1. How old are you? 35 < The participator > 35 Yes No 2. Do you drink energy drinks? Yes No 3. Do you have a smartphone? What phone do you have? Yes No Screener Test: 4. Do you have any interest (either watching or doing) extreme sports, gaming, dancing, or music? The most efficient Yes No way to find target audience. 5. Are you available for an in-person interview between Sept.
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