Sky: Capturing user needs for live football viewing experience in VR.
Design research to evaluate VR prototypes of immerssive matchday broadcast & establishing user needs to elevate live sports viewing.
Brief
Understand the highs & lows of traditional live football on TV & identify most compelling opportunities to enhance the experience with VR. Evaluate 3 VR prototypes in terms of UX & immersion.
Approach
Design research with 12 football fans to benchmark current live football viewing experience & test 3 different VR environments in a specially set up VR research lab.
Outcome
Close collaboration with VR design & product team to identify which approach to take, which aspecxts of the experience to optimise & which features to prioritise next on the roadmap, including interactivity, controls & camera angles.
Identifying moments of low engagement.
Research participants were asked to document & review their experience of watching live football on TV, indicating their level of engagement from start to finish + assessing what is missing from the current format.
Outcome: A set of completed homework exercises, which were then analysed to produce a summary of the highs & lows of the TV viewing experience.
VR testing with users
UX research sessions in a dedicated VR lab using Oculus Rift & Oculus Go VR headsets. Each participant tried 3 different options to watch a pre-recorded football match in VR, each with a different viewing environment & extra features.
Outcome: Data on how users interacted with and engaged with the VR viewing experience.
Comparing VR options
A set of criteria & metrics were established to compare the effectiveness + immersion of different VR options & to identify the target experience with the greatest potential.
Outcome: Data from target users to focus further development and prioritise the most effective approach.
Needs for VR football experience
Specific user needs for picture quality & resolution, commentary options, user control over viewing angles, stats & replays as well as pre match, half-time and post match features were then categoriesed and prersented back to the design & development teams.
Outcome: A clear direction on where to take the product & what features to prioritise for MVP and subsequent development.
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