Chalkline Sports were looking for some assistance in pulling together a concept for a forthcoming gaming convention. There was a turnaround of less than a week to pull a verbal brief from a Skype call, they were in the USA and I was in Europe, into a visual prototype that could be put in the hands of potential customers.
The main KPI for Chalkline’s mobile games is to allow their clients, gaming providers and bookmakers, to capture new users via an entry level gaming proposition.
The target market is novice users, in this specific example, the sport of choice is America’s crown jewel, the Superbowl. The Superbowl is the final event in the American Football calendar, matching the two best teams that year against each other. The 2017 Superbowl drew a record-breaking 111 million viewers globally; 70% coming from the USA. The Superbowl attracts both sexes and sports viewers for the big matchup and therefore it was the ideal event to base an entry-level game around.
The proposition is simple; pick three outcomes from three markets, add a tiebreaker selection and submit your entry to be in with a chance of winning a prize.
Fortunately, I have a love for the NFL and have worked on American sports projects before so I’m familiar with the market and terminology.
With a short deadline the brief for the project was short and sweet, “make it easy for novice customers”. There was no time for wireframes, it was straight from the sketches to a UI concept within the first evening.
Whilst most UX people will groan at the thought at the lack of testing, research or the rest of the design process I treated the convention as the user test. If the clients understood it within a busy conventions stand, then in turn their customers would grasp the game with the context they would be presented it; related websites, social media and campaigns.