SMI - Enrich, Monetise & Utilise sports data.

About SMI

Sports Marketing Intelligence (SMI) delivers a deep and detailed knowledge of sports fans; to better inform sports organisations, sponsors, advertisers and the fans themselves. SMI's passion for sports drives them to continuously provide in depth market intelligence to those involved at all levels within the sports arena.

SMI specialise in developing dynamic online communities which work to:

1. Profile membership and supporter databases
2. Generate revenue allowing for self-sustainable research
3. Track changes in community attitudes and behaviours
4. Compare insights against other sports and supporter groups.

My Role

Firstly design and build and manage a B2C Website, that represents the SMI brand and core values.

Design and develop customised online dashboards, storing all the insights and reports stemming from your community research. These dashboards have the following features:

1. Branded according to brand guidelines
2. User authentication
3. Ability to assign accounts with various access levels (i.e. limiting views of highly confidential data to specific members of your team).
4. Summary reports on various subjects (i.e. merchandising, brand preferences, media consumption).
5. Interactive charts are used for reporting/insight

Design Tools Used

step 1

Empathise

User Persona's

User Research

Conducted several interviews with Sub-Contractors to gather qualitative data. Our participants criteria was that they had to be Sub-contractors who had been working in the construction industry for at least 5 years.

Insights

• I found out that Sub-Contractor’s didn’t enjoy the health & safety part of the job mainly because it was time consuming and tedious.
• Sub-contractor’s found that the paper based solution was very difficult to manage, and often had to employ someone to manage this process.
• The Sub-Contractor has to scan all the completed health and safety documents and give them to the principal contractor.(If they had 100 subbies on site then they would have an awful lot of scanning to do).

User Journey

step 2

Define

This step helped ensure that the design solution(s) were user-centred and aligned with the real needs and goals of the people they are designing for. We used this step for framing the design problem and ensuring that we had a clear and shared understanding of the user's needs and the issues at hand.

step 3

Ideate

This step was the creative part, where wireframes of potential solutions were produced along with brainstorming different ideas a lot of which didn't make the cut.

Sketches & Wireframes

step 4

Prototype

Once I had produced some wireframes and shared them with stakeholders for feedback, I begun to make these ideas into a Axure prototype. I wanted to create as real experience as possible for user testing, so that I could really study the user's behaviour when interacting with the tool.

step 5

Testing

I conducted two rounds of usability tests, each round consisted of 5 participants. Each test was vital in uncovering aspects of the user interface and product that could be improved.

Goals

• Identify feelings towards the UI
• Identify sticking points within the UI
• Identify how easy it is to view survey results and navigate through the dashboard

User Task

User Learnings

step 6

Implement