Presentation at the London College of Communication / University of the Arts London on digital communications strategy and design thinking for the Olympic Games in Rio. 10th November 2016

1. DIGITAL MEDIA &
SERVICE DESIGN
AN OLYMPIC EXPERIENCE
Marcelo Albagli

2. credits: http://especiais.g1.globo.com/economia/midia-e-marketing/50-anos-da-globo/jn-50-anos-da-globo/
design in the corporation
communications dept
creative processes
bit.ly/mestradoalbagli
FINAL PROJECT AT LCC

3. 95% of newspapers in
America will change
“This painful decline will give birth
to a new model of journalism”.
Paul Gillin
THE MEDIA IS SHIFTING RAPIDLY

4. source: Newspaper Association of America (2004) and Pew Research Center of Analysis of BIA / Kelsey Data (2014)
NEWSPAPERS AD REVENUE
$2b
1.5 billion to 3.5 billiondigital
(in billions of US dollars)
0
1
2
3
4
2004 2014

5. source: Newspaper Association of America (2004) and Pew Research Center of Analysis of BIA / Kelsey Data (2014)
print
(in billions of US dollars)
0
12,5
25
37,5
50
2004 2014
$30b
47.7 billion to 16.4 billion
NEWSPAPERS AD REVENUE

6. • 60% telecom
• 22% technology
• 14% electronics
• 07% media
THE DIGITAL ECONOMY
source: http://www.jornalopcao.com.br/colunas/imprensa/caio-tulio-costa-doutor-em-comunicacao-sugere-o-mapa-da-mina-para-jornal-sobreviver-na-era-digital Credits: mbuzz.com.sa

8. source: https://www.bloomberg.com/news/articles/2016-10-22/at-t-mulls-reinvention-for-web-with-86-billion-time-warner-deal

9. mobile technology +
high quality streaming =
new services

10. source: https://www.bloomberg.com/news/articles/2016-10-22/at-t-mulls-reinvention-for-web-with-86-billion-time-warner-dealcredits: wallpapper.nu source: http://fortune.com/2015/10/08/netflix-bandwith
37% of all internet traffic in the US

11. source: https://www.bloomberg.com/news/articles/2016-10-22/at-t-mulls-reinvention-for-web-with-86-billion-time-warner-deal
MEDIA ACTIVISM
CITIZEN JOURNALISM
credits: Mohammed Abed/AFP/GettyImages

12. In the digital age, media
is increasingly becoming
a service.

13. • visualising systems
• innovative processes
• business models
• user centred
SERVICE DESIGN THINKING
credits: freepik.com

14. pre games
strategy
my olympic experience
olympic
torch relay
briefing
games time
official digital
properties
2013 2014 2015 - 2016

15. • interface design
• information architecture
• interaction design
• usability testing
USABILITY & ACCESSIBILITY

16. • technology / infrastructure
• editorial and commercial plan
• branding
• search engine optimisation
• context
EVERYTHING IS UX

17. • 1,000 employees
• 10% foreigners
• 60 departments
THE OLYMPIC COMMITTEE (2013)

18. • diverse objectives
• diverse reasons
• diverse perspectives
• diverse opportunities
DIVERSITY

19. credits: Alex Ferro / Rio 2016

20. ESSENTIALLY COLLABORATIVE
sports
presentation
spectators
experience
technology
results
legalcommercial
google
bing
apple
atos
branding
sports
governments
suppliers
media
relations
samsung
omega
executive
board
licensing
external
consultants
crm
ticketing
hr
civil
society
ioc
cbp
ipc
agencies
paralympic
integration
ceremonies
protocol

21.
“(designers) depend in their work on thinking
mostly about the moment when the user
comes into contact with the product or service
offering. This special perspective contributes to
the development process right from its onset".
This is service design thinking
Stickdorn & Schneider, 2010
THE DESIGNERS' ROLE

23. Share the
sense of live
with as many
people as
possible.
OUR GOAL: THE EXPERIENCE

25. credits: pixabay.com, findeight.com
pre games digital comms fundaments
video mobile social

26. credits: pixabay.com, findeight.com

27. • previous experiences
• digital comms scenarios
• specific programs
• technological feasibility
DISCOVER

28. some findings: mobile app and website
31%
18%
51%
39%
22%
39%
mobile app web mobile desktop

29. 400k sessions
800k sessions
olympic torch relay
london2012.com

30. websites

31. • brainstormings
• personas
• user journey
DEFINE

32. brainstormings

36.
Olympic fans
Olympic super fans
Sports super fans
Journalists/Bloggers/Media
General interest
personas
Cariocas
State of Rio
Brazilians
South America
Other continents

39. • experience, “sense of live”
• highest authority on the Games
• accessible and involving
• spreadability
BRIEFING

40. credits: clipartpanda.com
games time main features / content
sports
schedule
service &
experience
real time
results

41. • 100+ people: 6 brazil, 2 south korea
• journalists x designers x technology
• recurrent usability tests
• ongoing experimentation
• google, bing, apple, samsung
DEVELOP

42. usability test report 2 weeks before opening

43. second screen proposal
credits: ISOBAR .

44. • bug report and fixes
• olympic data feed
• 17k biographies and profiles
• seo: 100k URLs
• torch, olympics, paralympics, post
DELIVER

54. créditos: alex ferro / rio 2016 .
180k users simultaneosly

55. 4.327M 2.773M 234kDOWNLOADS
24%
15% 61%
mobile app
web mobile
desktop
APP / WEB

56. 127m visits (sessions)
1,126b screenviews
THE FIGURES (4th aug - 19th sep)
54m unique users
543m pageviews
source: Google Analytics

57. SOCIAL MEDIA
4.8m
1.8m
730k
700k
35k
59k
On Facebook alone, 90 million people have
been exposed to official content of some sort.
FANBASE (followers)
source: Rio 2016

58. source: play.google.com/store

61. THANK YOU
Marcelo Albagli
LCC, 10 nov 2016
slideshare.com/albagli .