Business
Eintracht Frankfurt

Football is more than a game. It is a culture and football fans love their teams and being involved with them. However, the lack of touch points and organizational structures in the sports stadiums (like long queues for food & beverages) are holding back the possibilities of a greater experience for football fans. Therefore, Eintracht Frankfurt, a founding member of the Bundesliga raised the challenge to create a better fan experience!

The Project


Together with our partner conichiwa we started into the project. In a first workshop, challenges were defined, and possible solutions ideated in order to design and develop the first usable product (MVP). Based on the workshop results we created the concept for this new fan experience. The new solution should consist of an app and a web campaign manager for the Eintracht Team using location-based technology to connect fans & stadium. 

 We thought about every possible step an Eintracht Frankfurt supporter can take during this user journey and defined problems and needs which we want to solve with the app. From getting news about upcoming games and current scores to individualized offers from the fan shop/restaurant and remote ordering and payment of half-time snacks to avoid standing in the queue.

 

Design & Development


In the next step, we defined functionalities that we actually want to include in the first version of the fan app. We have not implemented all of the features mentioned yet to keep the first version lean and to test the concept out. Subsequently, we tested our ideas with football fans in Germany. According to the feedback and testing results, we refined our functionalities and included Eintracht Frankfurt branding in the UI designs. Once the visual design was done, we made our final design testing to ensure that all functionalities are can be understood intuitively and started the development. Development did not just involve coding but continuous testing. Testing the usability with users, testing the reliability and also mocking the environment up and testing in this environment with the hardware installation. The challenging part of the product was the high dependencies on external sources (such as the APIs which enables all location-based features). However, with the help of experienced developers, we have managed to make it happen.  


 

The Outcome


Together with conichiwa we built a connected environment for the stadium using location-based technologies enabling Eintracht Frankfurt to strengthen its brand and engage with its fans via an individual mobile solution. With the web campaign manager, Eintracht is able to set up campaigns based on time, location and target group. The new application creates the foundation for a unique fan experience starting with a personalized welcome to special offers while they are passing by the fan shop.  

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