FANSEE: Designing One AR Jersey for Decades of Fancy
-
Click here to view the project shown on Royal College of Art website
Partnered with Accenture Song to help football clubs, and sports brands through a systematic approach to designing, launching and scaling new products, services, and experiences that people love.
x
Role in Group
Research & Strategy / Service Design / Product Design
Information Architecture / UX/UI Design / Curator
The Challenge
How might we make the things we do for the football industry more
sustainable and thereby tackle the planetary crisis through the things we enjoy?
How might we use the things we do for the football industry as platforms for ‘making sustainability mainstream’?
The Outcome
FANSEE is a service for football clubs that replaces traditional seasonal jerseys with one pair of (home and away) fixed jerseys made of recycled materials. It allows the users to customize their jerseys digitally on their portable devices, and display such unique identities via Augmented Reality, which further engages fans to build a more sustainable future for football collectives.
The Impact
FANSEE aims to create a stronger bond between young football fans and football clubs with eco-friendly and innovative strategies, so as to present significant commercial opportunities in sustainability for clubs and sportswear brands.
One AR Jersey, for Decades of Fancy
Background
Wearing a club jersey is a popular way for football fans to show devotion to their favorite clubs and players. In the football market today, jerseys are redesigned every season (equal to one year), and replica jerseys enter the massive market for fans.
The Selling of Seasonal Jersey is.....
-
A cash grab behavior by throwing as many items as possible at fans
-
Massive production = massive environmental damage
-
An annually recurring situation
Fans are struggling
Brands are struggling
Clubs are struggling
Enviornment is struggling
Design Challenges
How might we reduce jersey waste while enhancing the fan experience and designing a more sustainable business model for the clubs?
Workshop with 26 Young Football Fans
FANSEE is a service for football clubs that replaces traditional seasonal jerseys with one pair of (home and away) fixed jerseys made of recycled materials. It allows the users to customize their jerseys digitally on their portable devices, and display such unique identities via Augmented Reality, which further engages fans to build a more sustainable future for football collectives.
Presents
Fixed Jerseys
Circular Economy
Augmented Reality
Customized Widgets
Customized Widgets
Augmented Reality
Scan
The recycle bin encourages fans to bring back their unwanted jersey to be remade to new (fixed) jerseys
Fixed Jersey
Circular Economy
The Impacts
For Fans
Fixed Jersey
Remain the Way of Celebration
Better
Engagement
Customized Widget
AR Scanning
Self-expression:
-
Show love for clubs
-
Favourite players
-
Prediction of the match
-
...
Meet and interact with more like-minded fans
For Enviornment
Less Waste
For Brands
AR Platform
Interaction Possibilities
Backstage Data
Fixed Jersey
Innovative Brand Exposure
Environmentally Friendly Business
Deliver Brand Info interactively
New user profile & ads conversion rates can be measured
Get rid of seasonal production
For Clubs
Customized Widget
More Efficient &
Measurable Exposure
Digitalization
Motivations for Young Generation
The Revenue of Seasonal Subscription
Stable Profits
Retain & Attract Current/New Members In A Sustainable Way
Low Marginal Cost / Easy Maintainence
Attract Compatible Sponsorships
Looking into the Future
FANSEE aims to be more inclusive, various, and fascinating. More AR features will be done based on Fans' preferences, and clubs' acknowledgment of their followers, attracting more fans and compatible brands to subscribe and sponsor FANSEE service. Further in collaboration with football clubs, FANSEE dedicates to building a sustainable football future with the effort of Augmented Reality.
The Progress Show
Special Thanks:
To Rachael, Ollie and the other colleagues from Accenture Song, for their invaluable support & insight;
To our tutor, Richard Atkinson, and all the tutors from the course (Judah, Kam, John), for providing us with suggestions, guidance, and motivation throughout the project; to Clive and Carolyn, for organizing and supporting the cohort throughout the course;
To Vincent (Goldsmiths), Gabriella Mas (RCA SD cohort), Jojo (RCA), Kuanchieh (RCA), Matthew, and all interviewees and survey respondents who shared their experiences and dedicated time to this project.
Team
