Wings for Life World Run App (Low Res)

WINGS FOR LIFE WORLD RUN‘RAPID’ MOBILE BUSINESS DESIGN (MBD) PROGRESS WORKSHOP - 9TH JULY 2014

OVERVIEW

1. Objectives

2. Our process

3. Understand

4. Ideate

5. What’s next

Internal Reviews:• Challenges• Opportunities• Best practices• Learnings

Energy supply deregulation and privatisation

Internal Research:• Clubs• Events• Routes• Sponsors• People • Other research

External Output:• Coverage• Results• Stats• Images• Moments

WHAT YOU GAVE US

KEY CALLOUTS

What runners likedThe biggest hook for the event was the unique event format.Christiaan Burger

Global significanceWe really felt like were part of a global event, very proud!Comms

Awareness issuesSecuring media coverage was a major challengeComms

Resourcing issuesThis event took a great deal of resources from many departments inside Red Bull.Matt Baker

OpportunityIf it’s a good idea and delivers more runners and cash, we’d be silly not to look at it.Jason Sargent

“““

OBJECTIVES

YOUR STATED GOALS

1 32Increase

ParticipationIncrease

Event ROIIncrease Funds

Raised

BUT CURRENTLY...

1 3Restricted by

time and place

2Unknown/oddevent format

Fundraising is not TOM

OUR PROCESS

THE ‘RAPID’ MBD PROCESS

Understand Ideate Workshop 1 Design Workshop 2 Solution

UNDERSTAND


Understand

Research competitors, users and event opportunities

WFL / Red Bull

• Participation in event

• Deep dive into project reviews

• In person interviews


External landscape

• 100km of running in events, using applications

• One-on-one runner interviews - Qualitative

• Targeted surveys and polling - Quantitative

EXPLORING THE LANDSCAPE

By canvasing the application landscape, we experienced and recorded a number of feature sets and UI elements which aided research design. We also found that there was currently no running, fundraising, event application currently available.

Running

Fundraising

Events

Insight

RUNNING ABILITY OF SAMPLE

Most runners out there identify most strongly with the term “Intermediate”, meaning that they run a whole event but are not within the top 10% of finishers.Insight

ABILITY OF COMPETITORS

Did not compete

48%

Total Respondents

Competed52%

We polled an equal number of people who competed in the 2014 WFL World Run, as those who didn’t and found that people are just as likely to participate in the world Run regardless of if they are a beginner or an expert. i.e. The World Run is for everyone. Insight

Did I

I didn’tknow

No, butI knew

Yes IRaised $

There was a huge number of runners who had no idea that you were supposed to fundraise and even more that knew but didn’t do any (myself included). What was more interesting though was that the better the runner, the more likely they were to know about the fund-raising objective and actually raise money.

Insight

*Outside of paying the registration fee

WHO FUNDRAISED FOR WFL?*

90% of respondents fell neatly into one of four running personas, made up of a combination of two characteristics: How serious they were as a runner and whether their motivations for running were personal or ‘promotional’. Insight

RUNNING PERSONAS

Sophie the Social ParticipantAge: 23

WFL Distance Range

I liked: - Sharing photos and running with

in a brand new race format with a headlamp was cool

I didn’t like: - I didn’t know how far I’d have to

run and I ended up in the middle of nowhere in the dark

Technology Objective:- Sharing

Technology Preference:

Sex: FemaleFamily: SingleDay Job: Public Relations

Technology Profile:- 9/10

Runner Profile:- Beginner

non-fundraiser

Harry the Healthy JoggerAge: 30

WFL Distance Range

I liked: - I got to travel to WA for the first

time for the race

I didn’t like: - It was challenging running with a

headlamp and I didn’t know where the car was

Technology Objective:- Pace


Sex: MaleFamily: In a relationshipDay Job: Sales Manager


Runner Profile:- Intermediate

fundraiser

Pheobe the PeacockAge: 35

WFL Distance Range

I liked: - Getting a world ranking and

being part of the first global running event for charity was rewarding

I didn’t like: - It took too long to get back to the

camp and it was hard to fundraise



Sex: FemaleFamily: DivorcedDay Job: Account Executive


Runner Profile:- Intermediate

non-fundraiser

David the DevoteeAge: 41

WFL Distance Range

I liked: - The unique challenge of me

against the car / myself

I didn’t like: - I could have run further if I knew

how far away the car was



Sex: MaleFamily: Married with kidsDay Job: Senior accountant


Runner Profile:- Expert

fundraiser

ATTITUDE TO RUNNING APPS

SocialParticipants

HealthyJoggers Peacocks Devotees

I don’t know and therefore, don’t care

I don’t need and therefore, don’t care

I care because of the output I get

I care because ofthe insights I get

There is an attitude lifecycle which excludes beginners and experts from requiring a smartphone running application. However, the two intermediate personas (Healthy Joggers and Peacocks) are highly engaged with the mobile application space, albeit for conflicting motivationsInsight

TECHNOLOGY MOTIVATION

All runners except the Social Participant used some form of technology for the purpose of understanding their pace more than any other aspect. When asked

about the format of the World Run, pace became even more important because of the dynamic of the Catcher Car. Insight

IDEATE



Understand

IdeateDevelop solution concepts

• Create process & experience maps to identify opportunities

• Brainstorm ideas against opportunity areas

• Map ideas against personas to refine the list of ideas

• Test best 12 ideas with runners to uncover the hero concepts

• Identify 2 hero concepts to present to the WFL project team

CONCEPTS

Supplement the World Run Pay Per Kay

1 2

SUPPLEMENT THE WORLD RUN

“A way of participating without the hassle of getting there”.“• Create a real time ‘Catcher Car’ simulator

• Team up with running clubs and groups

• Create event categories:

• Gold - Official Red Bull owned and operated event

• Silver - Unofficial events operated by verified running clubs

• Bronze - Unofficial runs completed by individuals

• Charge a tiered registration fee

• Execute hundreds of ‘events’, globally

• Achieve exponential participation & fundraising

• Very high ROI

1

PAY PER KAY (KM)

The most unique way to raise money, authentic to the event“• Design a consistently frictionless user experience across web, social

and mobile destinations

• audience pledge a $ amount for every km / mile ran

• Communicates the unique format of the event

• Raises more money:

• Smaller perceived donation amount

• Incentivises runners to go faster and further

• Significant data capture / sharing opportunities

2

WORKSHOP 1

Understand Design Workshop 2 Solution


Understand

Workshop

Review and present research findings

• Confirm goals and challenges

• Present research findings to WFL project team

• Present hero concepts to WFL project team

• Receive feedback re: challenges and further opportunities

• Align on next steps

Ideate Workshop 1

WORKSHOP - FEEDBACK

1 32Increase

ParticipationIncrease Funds

Raised

✔ ✔ ✔

Increase Event ROI

WORKSHOP - FEEDBACKSupplement the World Run

This will help us achieve scalability for participation

Attaching a registration fee to all will greatly increase funds raised

Running clubs could source routes and resources

We would need to ensure the experience is preium

Consider more uses for an ‘app’ outside of the event window

We would need to understand the legal ramifications

We have a global partnership with Strava, can we collaborate?

“““

1

“““

WORKSHOP - FEEDBACKPay Per Kay

This is a fundraising model true to the event

This would have to be managed globally to allow local fundraising

This could be for the web, social meda and an app

2

NEXT STEPS

Understand


Understand

Next Steps

Go / no go and project scoping

Red Bull• Share this document with Red Bull Australia and Global• Determine if these concepts are in line with event direction

Ideate Workshop 1 Design Workshop 2 Solution

If yes…

Alive• Define scope and investment to design the solution• Present scope and investment req.’s to Red Bull for approval

THE EXECUTIONTHE WINGS FOR LIFE SELFIE RUN APP - 5TH MARCH 2015

WINGS FOR LIFE SELFIE RUN

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Wings for Life World Run App (Low Res)