AIK FOTBOLL AB
How can Sweden's largest sporting club increase its digital revenue?
Can we create a platform where everything is consolidated and develop a user-friendly platform that is used daily by our supporters?
This is a description of a project or assignment titled "Internship / Side Project". Client: AIK Fotboll AB Timeframe: The work was done during my final week of my internship. Participants: The entire project was carried out by me. My role: Concept development, UX, UI, Research, Prototyping.
Background: During the final stage of my internship at AIK Fotboll AB, I was tasked with coming up with a way for the organization to increase its revenue through digital platforms.
CONCEPT DEVELOPMENT
I initially explored digital advertising revenue but quickly realized that the returns were too low. What generates significant revenue doesn't align with the "AIK style." Therefore, I began contemplating the possibilities of developing a concept for a mobile application. The idea had crossed my mind before, as my work sample for Berghs was based on a platform for sharing match tickets in a convenient way across Sweden's major sports leagues.
By offering extra content for a paid version and in-app purchases related to AIK Fotboll's various events, we could potentially increase revenue while also creating a desirable product for supporters and users.
Goals:
The primary objectives of the assignment are as follows:
- Enhance AIK's digital revenue streams by leveraging innovative digital platforms.
- Design and develop an engaging mobile application that encourages daily usage among the target audience.
- Elevate the overall customer experience surrounding AIK Fotboll's events through the app's features and functionalities.
- Integrate all relevant information and resources onto a unified platform, ensuring ease of access and navigation for users.
RESEARCH
By having access to the organization's various platforms such as the official website, AIKshop.se, social media, and others, I could easily gather data about the existing target audience and the interest surrounding AIK as a business entity, not just the club. Being a supporter myself with a larger circle of friends who are also supporters facilitated my research.
I conducted a web analysis using Google Analytics, Search Console, and social media platforms and implemented a Hotjar Heatmap & Recordings to gather data.
Additionally, I created a survey using Hotjar, which I distributed to visitors of AIKFotboll.se, as well as to selected friends and colleagues at the office. This was done to gather insights into what people would like to see and expect from a future mobile app from AIK Fotboll.
Through the web analysis, I gained a clear understanding of who my users are, while the surveys provided insights into the actual needs and desires of the audience.
Who is our users?
Our users span across all age groups and demographics. However, upon closer examination of those who actively engage with, promote, and invest time and money in the club, we have identified three specific target groups.
These personas are based on my research and interviews with individuals, as well as information gathered from AIK's marketing department.
- Develop a platform that can consolidate all the information our target audience needs.
- Make it easier to share tickets than the current setup on friendsarena.com.
- Implement in-app sales with high conversion rates.
- Find a solution and integration for offering sales from the stadium kiosks.
LOW-FIDELITY WIREFRAMES
Jag började skissa fram low fidelity wireframes som skulle lösa alla utmaningar och samtidigt ha fokus på att vara en
informativ app för användaren som följer AIK. Jag valde att göra den utan bilder inför användartestet för att koncentrera mig på att skapa en naturlig hierarki och navigering för applikationen.
Share your ticket
Unable to attend the match?
Easily share your ticket from your season pass directly within the mobile app.
During Game-day
The following wireframes illustrate how the app looks during a match. Follow the team via the live report if you're away. If you're at the venue, take advantage of the feature to prepay at the arena kiosks or perhaps purchase the item of the match.
USER TESTING
Due to time constraints on the project, I had people at the office test a prototype of the application. I also had a selection of my friends who have season tickets test the app via the Adobe XD web prototype. The feedback was positive, and the feature to share the season ticket was praised for solving a problem we all found clear.
If I had more time, I would have wanted to test the prototype more extensively, particularly targeting other user groups similar to my personas. Adobe XD has become a much better tool after the updates, but given the time, I would have recorded it using Silverback to capture reactions and where the user looks via the camera function.
INSIGHTS FROM TEST
I noticed that users struggled to navigate the menu, and not all icons were intuitive in terms of their destinations.
Therefore, I decided to redesign the menu with fewer icons and incorporate the search field as an overlay where all functions are visually displayed. You can also access all features throughout the application by accessing the main menu.
HIGH FIDELITY WIREFRAMES
SOLUTIONS FOR DIGITAL REVENUE
Subscription
A subscription model in exchange for extra content would be a straightforward way for AIK Fotboll to generate revenue from the app. It's important to always offer a free version.
By allowing users to pay through the App Store, the conversion process would be simple, making it easier for users to make a purchase.
This could be achieved by offering:
- Live match reporting with real-time action shots from the pitch and stands.
- Live press conferences via either AIK Play or Sportlib.
Share your ticket!
By registering your physical season pass in the application, you can now easily ensure that your match ticket is put to use. Choose which match you want to share and select to either email the ticket in PDF format or donate the ticket to the active ASK ticket pool, which ensures that the ticket goes to schoolchildren and others with disadvantaged economic circumstances who want to see their favorite team live.
Pre-purchase at kiosks directly in the app.
Friends Arena is a contactless venue, which has resulted in long and slow queues at the kiosks. Many visitors choose to forgo purchasing anything at the kiosks out of fear of missing significant portions of the match. This results in AIK Fotboll AB missing out on substantial revenue. By partnering with a company like "Treat," AIK could offer express lanes where visitors can pick up their orders upon presenting their order number/receipt.
Live Prototyp
Try my prototype here on the right. The prototype has been created using Adobe XD and is shared via their web function. If you have difficulty navigating, click on any element for a clue.
(Obs: Flera vyer har tagits bort för att få en accepterad laddningstid, prototypen är även dold i mobil eller tablet-läge)
SUMMARY
The work was made during my final week at AIK after assisting them with their platforms such as AIKFotboll.se and AIKshop.se. AIK wanted to explore opportunities to increase their digital revenue, and I didn't think advertising placements and other ads was the the right path to take.
The idea of creating a dedicated app for AIK had been in my mind since earlier, as my application for Berghs was based on an app for associations within Swedish sports.
The project was presented to AIK's Marketing Department and their Commercial Manager, Stefan Johansson. The idea was well-received, and I believe a seed was planted in the minds of AIK's Marketing team. However, I was informed that they had invested in a joint project with SEF (Swedish Elite Football) to develop an app for all clubs.
The SEF app was launched at the end of 2018 but garnered weak interest and lacked several key features. I still have some contact with AIK Fotboll by offering them information and assistance with their platforms.
Update 2022: AIK has launched its own mobile application based and has incorporating several of my ideas.
https://www.aikfotboll.se/nyheter/valkommen-till-aik-2022-04-22
Seeing my efforts and ideas become part of reality is truly a success story. It demonstrates the value of my work and how my design vision has influenced the development of the app. It's always satisfying to see one's work have a real impact and contribute to progress in the industry.
alexander.parling@gmail.com | + 46761712672