Prototyping

During the last phases of the FieldLab SAX project, students have been working parallel on several projects focussing on one of the selected innovations of the Change the Game Challenge or on a more general topic related to an innovation for the Football/Soccer? stadium in Amsterdam called Johan Cruijff Arena (JCA).

In the period 2018 / 2020 there have been 8 Student teams creating all kinds of prototypes. The setup of these projects were coordinated in close collaboration with the Fieldlab sax and the faculty Communication and Multimedia Design (CMD) of the Amsterdam University of Applied Sciences (AUAS), and the Digital Society School (DSS).

The reason to do this was threefold: The first reason was to test if the “common” tools mentioned in the How to and Application section were useful in this specific Ecosystem and to second to validate insights that were created like the overall Experience Map, Service Factors. The third reason was to create new prototypes based on research like Customer Journey mapping for specific target groups or segments, to ultimately stimulate the innovation in the JCA and serve as input for the higher levels of management to base decisions on proven results.

The results shown below are a very brief summary of the projects. If you wish to get into contact about more insights related to these innovations, don’t hesitate to send a request.

STUDENT TEAMS

Selected Service Factors X-Plora:

  • Creating (more and better integrated) WOW moments.
  • Letting visitors shine.
  • Using athletes as role models.
  • Sharing content.
  • Offering immersion and exclusivity.

Key findings in research:

  • Offering multiple games that combine the virtual and real world create a more playful experience.
  • A visitor can choose a favorite player that will be the guide throughout the Tour.
  • Afterwards, all the created content like game statistics during the Tour, photo moments and other memorable data can be re-lived and shared with others.

Selected Service Factors Forward Game:

  • Making it easy to be a fan.
  • Using athletes as role models.
  • Create WOW moments.
  • Letting them shine.
  • Build unique venue experiences.

Key findings in research:

  • Short attention span of children needs to be accounted for. Mini games are suited to allow kids to try different games, without long waiting lines.
  • Multiplayer setup, without the use of mobile devices (only for parents).
  • USe the energy of kids to enhance the story about football.
  • Make sure the ending of the Tour is memorable and it’’ possible to relive moments.

Selected Service Factors Higgs:

  • Being inclusive and offering immersion.
  • Nurture pre and and events moments
  • Building unique venue experience
  • Using athletes as role models
  • Being well versed on the fan’s preference.

Key findings in research:

  • Facilitate an interactive interview after the match (not available outside the stadium)
  • All visitors can send in questions or vote on existing questions.
  • Keep visitors in the stadium after the match.
  • Strengthen the loyalty and commitment to a certain team, allowing a stronger feeling of inclusiveness.

Selected Service Factors Momkai:

  • Being inclusive and offering immersion.
  • Nurture pre and and events moments
  • Building unique venue experience
  • Using athletes as role models
  • Being well versed on the fan’s preference.

Key findings in research:

  • Before the match, additional statistics can be viewed on screens while entering the stadium.
  • During the match, content can be shown in the same style with relevant but minimal distraction (facts, or other historical data). Don’t use mobile phones or other devices. 
  • At least show the interim score like at home.
  • In the event of a VAR situation, additional information is shown in the same style to inform the crowd.