This structured process includes both primary and secondary research methods. The goal: uncover a single insight or insights to inspire a research-based prototype. This section represents each student’s area of focus as well as their top takeaways or ah-ha moments from the research phase. We’ve even highlighted a few standout insights!
Aksana's focus was finding out how to increase app engagement and user retention.
Araseli's research sought to understand the needs and motivations of amateur athletes.
Furthermore, designing ways to help people discover Red Bull events and improve the probability of participation.
Braxton's research looked at improving onboarding in the app to help new users find content that is personalized and tailored to their interests from the start.
In the home of Red Bull TV, Brent sought to improve the content living space while users are away from the app. Through user-input categorizing content through playlist design.
Cole wanted to uncover user pain points and problems with the organization of content. By information gathered by researching which sports are the most popular amongst the target audience; he wants to determine what they want to see, and what they don’t.
Courtney's research focused on using immersive technology to create a more engaging experience for esports fans.
Edebaldo wanted to find out how can we design to promote familiarity between RedBull athletes and fans?
Elsa's focus was on building ways to acquire and connect with the “Fluid Fans.” Creating a streamlined pathway from athletes’ social media pages to the Red Bull TV App.
Emily's research focused on fostering stronger connections between RBTV users and the Red Bull brand. She wanted to know what moments of the day and in what contexts Red Bull could continually create personal connections with their fans.
Genesis' research was focused on identifying pain points around live events and the app, as well as non-users’ preferred types of incentives.
The majority of Haren's research conducted for Red Bull TV revolved around how users navigate physical event spaces, delving deep into pain points involving the interaction of event service design and human behavior and emotion.
Landon's research was mainly focused on music event attendees. He wanted to see what their everyday struggles were with going to music events and with viewing content relating to it.
Melody's research focused on getting a deeper understanding of what community building means to Red Bull users. She eventually narrowed in on the pain points of a specific community (mountain bikers).
Petula's proposal is an interesting and fun onboarding experience that is clear, direct and quick. The new user will have fewer screens to learn and add personalization to the app.
Roy's research was based around creating an active social community and unifying the needs of both Red Bull and its users.
Shadae wanted to know, can we make the event experience better through wayfinding?
Stefan wanted to understand the value of avatar creation. What emotions does avatar creation evoke and what does customization mean to the user?
Find a way to encourage young people to use the Red Bull app frequently.
On Red Bull’s website, it says “Red Bull sponsors some of the best athletes in the world across a variety of sports”. However, it is not the case for female gamers. Video games are largely a male-dominated industry, especially in eSports. Sexism, prejudice and gender discrimination are too commonplace. Yuan research looks for a way to empower female gamers in eSports with Red Bull TV.
Because the brief centered on mobile experiences, it only made sense that students conduct a heuristic evaluation of Red Bull’s current web and app offerings. This method provided a process to identify current strengths and opportunities within the Red Bull portfolio.
To understand “what’s been done already,” students identified 10 inspiring examples from design, art, etc. around the larger theme of personalization. These examples were then printed and displayed in the classroom, with a short reflection on why it was chosen.
Students conducted two, separate competitive analysis: one on market position, the other on web/app features. Each analysis included 3-5 direct or indirect competitors with the goals of understanding key areas of competitive advantage and disadvantage as well as major problems and opportunities that may require action.
The kick-off meeting also acts as an opportunity for students to ask stakeholders about the brief. To inform this conversation, students conduct secondary research about the client. They then document the conversation and translate it into a one-sheet, documenting standout quotes and top insights.
Students conducted in-person interviews with a minimum of 3 participants to better understand the target audience. Unique to these interviews was the requirement that each interview include a participatory or co-creative exercise. Highlights include usability tests, designing fictional interfaces, and mapping social media journeys to name a few.
Based on the interviews above, students created personas to help guide the design process and anchor future prototypes in the customer experience.
Domain Expert interviews are face-to-face or phone interviews with experts and thinkers whose work looks forward toward solutions or futures. Domain Experts are leaders in their fields and thinkers at the intersections of disciplines.