Monthly Archives: September 2015

Diamond Define (Datrianna, Somin, Josh and Max)


Within the collective stadium experience exist many individual journeys, lots of excitement and no shortage of distraction. At the core of this experience, there is a cohesive community built on the foundation of these dynamic and multifaceted components. People who come to the game enjoy a unique atmosphere and shared experience created by the presence of tens of thousands of other fans and visitors.  We intend to leverage the energy and excitement of these fans to build a community and enrich the stadium-going experience.  

Our work is predicated on building communities within the stadium atmosphere. Fans outside of the stadium experience the game at a different level, and can be less invested — but can also exist in constant connection through fantasy, commerce, and communication. We are interested in exploring proximity-based content-sharing and relationship-building to magnify the experience of being present at the stadium, while at the same time building a bridge to fans outside the stadium’s walls.


  • Make the in-stadium experience feel more like a community for fans
  • Create a system to allow for macro and micro communities within a stadium culture
  • Connect fans at the front lines, fans in the nosebleeds, and fans outside the stadium
  • Use technology to complement the game-watching experience, not overshadow it
  • Convey the passion and raw energy of tens of thousands of stadium-goers
  • Meet people where they are, and appreciate that fans have come to the stadium to watch a game, not interact with complex technology


  • Near real-time, location-specific, upvoted content
  • Content is populated by fan engagement, and will require consistent commitment from all parties involved
  • Requires, at its core, a closed feedback loop between participants
  • Leverages everyday mobile device or uses easily-accessible kiosk

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Levi’s Stadium Research Synthesis (Datrianna, Somin, Josh and Max)

Levi’s Stadium Research Synthesis
Current State

The 49ers organization has committed to delivering a completely renovated and high-tech experience for their fans.  Throughout the game fans will have the ability to access tons of amazing live stats, video content, as well as other stadium related information.  In a partnership with Sony, the 49ers are committed to delivering all this content at the fastest, highest definition possible.  Mike Fasulo (Sony) said “for every event, every fan will be immersed in the pinnacle of entertainment and technology to enhance their experience.”  To support these efforts, the 49ers have implanted hundreds of access points to account for the incredible volume of users and bandwidth necessary to fulfill this experience.  To even further personalize and immerse the fan in this experience, they have installed 1,700 beacons using Bluetooth Low Energy to  pinpoint specific devices and promote concession specials, or offer content related to their area of the field.  Even in a stadium of 49,000 people, technology has created a personalized experience for each and every fan.

Other Considerations
Fan Engagement

  • Real time data with key performance indicators during games, By pressing the Cowboys logo on their mobile devices, the flash activates and begins to vibrate significantly; creating a stadium-wide vibration and spectacle that creates a unique stadium atmosphere that every fan plays a part in, all the fantasy football news from around the league while they enjoy watching their favorite team play live (link)
  • Large tech companies are investing more in sponsorship, in an effort to build relationships with sports franchises (link)
  • Tracking players with implanted chips in pads.  Ability to visualize real-time activity and progress or digression over time (link)
  • Here’s a bathroom at a shopping mall in Swiss. They provide screens at bathroom. The idea is not to miss the game, but would not provide the whole game. (link)

Multi-Person Interactivity

  • Miranda July creates a beautiful system around strangers engaging through am unconventional messaging platform (link)
  • Extreme example of engaging thousands of years simultaneously in a massively multiplayer online game (link)
  • An IE prank turning a minor little league game into a huge sports event, with a Jumbotron, NBC News sportscaster and, of course, a Goodyear blimp (link)

Music Psychology

  • These composers are using the same tricks classical music composers have used for centuries — combinations of pitch, tempo, rhythm, dynamics, and melody — that resonate in the human subconscious to evoke emotion.” (link)

Virtual Reality

  • OneUp Sports is aiming to maximize VR’s boundless potential and revolutionize fan engagement on mobile platforms (link)
  • Drone technology and virtual reality is becoming considered as we look at new ways for the fans to access the game and it’s playmakers (link)


  • Levi’s stadium works with NRG. Using solar panel allows Levi’s stadium to save electricity when turning on the lights. (link)
  • Recycling water allows Levi’s stadium to save water waste. It seems that Levi’s stadium really tries hard for sustainability. (link)

Research Your User and group by level of engagement across a timeline

Expert Interview(s)
Major Themes

  • Fans visit stadiums for the game-day experience
  • Tailgating outside the stadium is very important for fans, and also indirectly avoids traffic and potential for missing the beginning of the game
  • Internet connectivity is a big problem in the stadium
  • With fantasy sports being so popular, supporting that activity would be appreciated

User: Luke Marcoux

  • 5-8 NFL Game per season

Walk me through your “game-day”
My Dad puts a huge emphasis on tailgating.  Dad is usually grills up a bunch of food while my brother and I throw a football and check on our fantasy teams. Once we get into the stadium, we get right to our seats so we don’t miss any of the game.  We have a group of people we know in the area, and catch up with them and get excited for the game.
How does technology play a role in the game?
During the game, I find myself battling between screens.  I play fantasy football in several leagues and while the screens in the stadium are very impressive, I am constantly checking my phone. I’ve found some areas in the stadium where the service is better than others, but another battle I always deal with is the bandwidth.  With that many people in the stadium, it’s hard to get a good signal.  
MetLife isn’t that high-tech.  It’s state of the art, and has a lot of amenities, but other than the screens, you aren’t getting a ton of other fancy things that you see in other stadiums.  Our gigantic screen is helpful for everyone in the stadium to see the replays, and get timing right with the cheering, but other than that, i’d rather have better service/signal.
What else might you want in the stadium?
Really not much more.  The fancy things aren’t that important to me, and going to the stadium is really about going to the game and being there with all the fans.  As much as I do it, I don’t like to look at my phone and take myself out of the experience.  It’s sort of a habit at this point, and I have money riding on the leagues, so I want to make sure I’m in tune. I suppose knowing where there are lines and when is a good time to leave my seat.
There’s also this long amount of time walking to and from the car.  It’s about 20 minutes each way, and I’d love to be able to see what’s going on in other games.  Some kind of connectivity to other games around the league that might be impacting our seasons outcome, or my fantasy involvement throughout the parking lot or entering process would be awesome.
Otherwise, I’ve always thought there should be content that is only accessible to those in the stadium. Maybe a radio broadcast only for fans, or some kind of mic’d up content for just the fans in the stadium. It should be a bit more of a personalized experience for those that make the effort and pay to be there.
What are your main motivations for going to the game?
The atmosphere.  We go to be with other fans, drink, and see the spectacle of the game.  Usually, we know the people around us, or we try and go with a group of people, and are able to all celebrate and have fun drinking together.
Can you not do that with a bunch of friends in a bar?
It’s different.  We can all go to a bar, but the production and awesomeness of a ton of people in one place is lost.  Commercials are a nightmare and usually take you out of the game.  When you are at the game, and the broadcast cuts to a commercial, we just get a drink, or check our fantasy teams.  We never leave the game experience since the stadium is so engrossing form it’s size and energy.
Let’s say you are the stadium/team owner, and could (legally) collect data on all your fans, what might you want to know? (asked to a group of friends)

  • Advertising effectiveness.  I’d want to know how likely fans are to switch to Verizon after attending a game and being bombarded with Verizon propaganda
  • I would wanna know how often people check their phones and for how long. I’d want to have free wifi for fans with advertisements at sign on etc.
  • How much money fans are spending at the game, and on what

List of User Activities

  • Before the big day


      • Buying tickets
      • Buying food for tailgate party
      • Preparing clothes and memorabilia to wear/bring


  • Day of


      • Getting there
        • Directions
        • Carpooling
        • Parking
        • Tailgate party


  • Getting in


        • Keeping track of tickets
        • Finding your section
        • Finding your seat


  • Amenities


        • Ordering overpriced food
        • Locating food I’d like to eat
        • Finding charging stations
        • Getting specific beer, in specific location
        • Finding bathroom


  • Watching the game


        • Cheering the team
        • Squinting to see the team
        • Noodling around on your phone


  • Debating about chronic brain trauma
  • After the game


        • Exiting the stadium
        • Traffic jams
        • More drinking


  • After the big day


    • Checking calendar for next game
    • Planning travel for away games?

Creation Myths
Myth #1
There are 68,500 extremely enthusiastic people sitting in this stadium right now. That’s a staggering number! That’s almost exactly as many people as fill Black Rock City during Burning Man every summer. What if we could take this brimming mass of humanity and encourage them to live by Burning Man’s ten guiding principles for the next three hours and ten minutes?
– Radical inclusion

– Gifting

– Decommodification

– Radical self-reliance

– Communal effort

– Civic responsibility

– Leaving no trace

– Participation

– Immediacy
Myth #2
As we approached the exit for 35th Street, I could see the stadium lights from my dad’s passenger seat. I was so excited I could have jumped from my seat and ran the rest of the way to the stadium. We exited the expressway and got stuck at a red light. There were tons of people in the street, each selling a different “one of a kind” item. I wanted it all! After all, I had to have memorabilia from my first baseball game. The light turned green and my dad was too busy talking to the guy selling baseball caps to realize. “Dad, green light”, I yelled. He apologized and quickly hit the gas. Finally, we could park and get to the action. We paid the parking attendant and found a spot at the back of the parking lot. I got out of the car and the stadium seemed colossal. All the times we had drove by and I was finally getting to step foot inside. I ran through the parking lot, pulling my dad along. I refused to miss the singing of the national anthem. We made it to our gate and had our tickets scanned. Once inside, I was enamored. I had no idea what I’d eat or drink, but that didn’t matter, because I was so focused on getting to my seat. When we finally sat down, my eyes were as wide as they’d ever been. I was taking it all in, not missing a thing. I heard my dad faintly saying my name, and replied “huh?” I came out of my daydream and realized that after 30 years, I still loved this game as much as I did when I was 7 and I remembered my first game like it were yesterday.

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49ers Diverge (research) – Debbie, Jung-Joon, Nic, Sun Young

Click here to view

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49ers Diverge Research – Carrie, Jess, Marcelo, & Shixiao

Existing Products in the Market
US Open – Tennis ear radio
Paris St. Germain Soccer Stadium – upload experience to view at home
SnapChat – specific stories
Arkansas Football Stadium – Live streaming the game outside
LED screens/panels
Cameras (multiple viewing angles)
Lighting effects

Bonus Incentives:

Food services / delivery
VIP areas
Kids play areas
How to get around / find things:
Level of Engagement Across a Timeline
We interviewed long-time Tampa Bay Buccaneers Fan and Stadium Attendee, Martee Halloran, about her experiences at Raymond James Stadium.
What’s it like attending a football game?
  • When the team is doing well, there’s a better atmosphere in the stadium
  • When they are losing, she prefers to stay home
How do you choose what games to go to?
  • Corporate tickets were perfect for seating and viewing because they were on the 50 yard line and high up, but they were boring.
  • If we wanted to go to a game bad enough and sit in the nosebleeds we would spend 40-50 dollars and we were around the true diehard Buc’s fans.
Who do you go with? How many people?
  • In corporate sections, it was [my husband] and I.
What’s offered at the stadium?
  • Giant pirate ship where people throw candy and beads. It’s like a mini mardi gras.
  • At halftime, Peewee league kids went on the field to play football, and the fans would scream and roar for the little kids.
  • The team does a lot for the community of Tampa Bay, homeless single-mother things, each player has his own charitable organization.
  • Each section has outdoor venues for food. More casual outside and more formal bars inside.
  • The tailgates get a little fancy: people playing music, some are hired.
Do you use your phone/device while watching the game? during breaks? before/after?
  • I used to but I quit. I don’t like to be taunted [by relatives watching at home].
What is your favorite part of the experience of attending a game? What is your least favorite part?
  • My favorite of all time is meeting the Air Force pilots who fly over before the game.
  • My least favorite are the opposing team fans. They’re just obnoxious, not even drunkeness.
What do you want to see implemented?
  • There’s this big push for women and children take more of an interest in the NFL and to come to more games. As a layperson I would never be able to pay $365 to get good seats. The NFL would have to do something to get families and women in, not to have to get nosebleed seats.
List of Actions
  • buy tickets
  • go to stadium
  • park car
  • find seat
  • sit
  • cheer the team
  • taunt the opposing team
  • yell
  • wait in lines
  • watch tv screens / displays
  • watch the game
  • watch people
  • watch cheerleaders
  • make friends
  • talk with people
  • take pictures
  • go to the bathroom
  • record video
  • listen to the radio
  • work – check email / messages
  • check schedule / stats
  • check news
  • check / share on social media
  • talk on the phone
  • walk around
  • buy drinks/food
  • eat food
  • get autographs
  • drink beverage
  • resell tickets
  • shopping / buy souvenirs
Creation Myth
Word Cloud
Haiku #1
Football stadium
Looking down on the players
My nose is bleeding
Haiku #2
Football is so cool
Even if you know nothing
Cheering for your team
There once was a woman named Alice
Who worshiped the Cowboys from Dallas.
She scalped for good seats
But, alas, they were cheats.
Now she’s filled with disdain and malice.

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TEAM HAIKU-OOL (Emily + Karen + TingTing + Rachel + Anupma)

View our research here!

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Week 4 Assignment

How do you get people engaged with a low barrier of entry, can you leverage an existing action or capture people’s attention to do something that they always wanted to or had never even thought of? How do you teach a new action that results in something that makes the investment worth it?

  • (Diamond define) Based on your preliminary research and creation myth, define your goals and parameters and post them by Friday under “49ers – G&P” category
  • (Diamond develop) Based on your Goals and Parameters have an ideation session and come up with the first iteration of your idea. Represent it as a diagrammed user experience and post to the “49ers – User Diagram” category. Think about:
    • Ways to get people engaged  
    • Educating people before they get to the stadium or before they “sign on.”
    • How do they take the experience home with them?
    • Are there other technologies or platforms within Levi’s Stadium that can be leveraged in your experience?

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West 4th Street, Senses in Third Places

Datrianna, Somin, Josh and Max visited the West 4th Street area to explore the variety of Third Places through sound, smell, touch, and taste.

Our presentation is here (pdf) or here (keynote).

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Week 3 assignment – 49ers (1)

Assignment – Same Groups start to brainstorm 3rd place building tool for 49ers stadium (three weeks till presentation) This week you will be expected to do the first part of the design diamond, focussing on divergent discovery

    1. Use the linked articles as a starting point to find out about the underlying technical infrastructure of Levis Stadium. This is background research
    2. Research existing products in the market that exist in a similar market (sports stadiums, multi-person interactive moments in public space); categorize them.
    3. Research your user, and group by level of engagement across a timeline.
    4. Find an expert to interview to find out more about this market, bullet point your findings. This expert should have a deep relationship with sports stadia.
    5. Make a list of actions that already are happening at this place (ordering drinks, cheering the team, watching other games…)
    6. Write 4 quick treatments of your creation myth. This is the identity or brand of what you are going to be designing. This can be total fiction, a story that can communicate the mood and should give the reason for your design to exist as well as give people the reason to connect. This could be a word cloud, a poem, a fictional myth, or a 2 sentence synopsis of a story that evokes the flavor or emotion of an experience. Don’t chose one yet.
    7. Put all of the above documentation under the category “— 49ers Diverge (research)for review next class.

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Where (and How) Our Third Places Are

This post was written for our second class, but posted with discussion from class.

Oldenburg’s piece on Third Places is an interesting look at the historical concept of this neither home nor work environment. Starbucks is absolutely the most famous example of commercializing third place that exists, but he focuses more on locality, with a litany of rules (or at least guidelines) on what makes them viable, and what makes them strong or substantial. A couple of thoughts I had on the matter:

  • The idea that this third place even needs to be physical doesn’t bode well for me. Slack, Facebook, even the XOXO conference I attended last weekend don’t necessarily exist in person (or in person alone). It’s a little dangerous to conflate place with community, since even those have relations and can be different, but these are things that do support each other. It’s more an insight into the nature of when this was written, nearly 20 years ago, when online communities were in such infancy that it would be difficult to assess.
  • I also disagreed with the general assessment that a third place must be public—but perhaps it’s because of the way I interpret public. For me, public is not the necessary barrier to third place—that it is open to the possibility of anyone but not necessarily bereft of the barrier of entry. At the same time, it bums me out that these places are described as “commercial establishments,” since it unnecessarily caps the ways in which spaces can transform to commercial transactions alone.

As part of discussion in class, we teased out more the fine distinction between a space and a place, where we mostly came to a common understanding: a place is a space that is defined by a person, which inherently makes it subjective, but I don’t see that as a bad thing. I think you need that kind of subjectivity to help the community actually derive its own acceptance of it and to spread that context.

Ultimately, there is a lot to debate about the third place as it exists in modern society, but my strongest stance is not that they are going away, but they are being physically disintegrated. Whether or not that is beneficial is a different kind of argument.

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