Samsung Sports Experience
5 top project concepts
Imagining the future of the sports experience for fans at the stadium, sports bar, or on the couch.
Sports is a highly emotional experience, fans get VERY involved. The excitement of going to a live Sports event is HUGE. For the fans watching the game at home, how can we bring this excitement and this emotional engagement into their living room? Being a sports fan is also an incredibly SOCIAL experience — you go to the game with your friends, you’re part of the crowd, you suffer through the ups and downs with them. It’s that SOCIALITY of sports that brings fans together and is such a huge part of being a sports fan.
Sports fans have to navigate increasingly complex solutions to find and watch their favorite sports content across numerous n-screen experiences, where and when they are. We identified over 100 opportunities for us to explore. In envisioning the future of SSE, we wanted to enable a highly social sports experience, engage fans viscerally as well as by meeting their needs & wants, and take the Samsung Sports Experience outside of Living Room TV viewing towards a mobile, in-stadium, on-the-go experience.
I art-directed and produced the following vision video for executive review.
The 3 Arenas strategy framework
SSE Strategey
In develping the future strategy for the Samsung Sports Experience, I led a number of user studies as well as a ton or white paper and desk research.
We soon understood the number of actors in the greater fan experience. Contextual awareness and location-specific were key key parts for us to focus in on. I proposed we center in on what I call “the three arenas”.
Smart Pico prototype build with 2 Keynotes, a Samsung remote and pico projector in a custom enclosure
An SSE concept’s GUI is tapped to showcase new smart TV capabilities at CES
Prototyping
A huge part of my design practice has always been prototyping early and often to move the designs forward. For the Smart Pico concept, I wanted to showcase what embedded pico projectors in a TV’s bezel or set-top box could offer.
This would create a larger than life experience in the living room like your own personal jumbo-tron extending extra live sports data on the walls around the main display..
SSE launched at CES
A few years later at CES Samsung launched several updates to their smart TVs. As happened quite a bit at Samsung, several of our innovation product concepts would trickle out years later into new products. This was an example of one such contribution where this smart TV showcased a sports experience with very similar content, interaction and UI…even down to the color palette.
