FANSEE: Designing One AR Jersey for Decades of Fancy
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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.
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Role in Group
Research & Strategy
Information Architecture
AR Technical Support
UX/UI Design
Service Design
The Challenge
⚽ Massive Football Jesery Production = Massive Enviornmental Damage
How might we minimize jersey waste while simultaneously improving or maintaining the football fan experience and developing a more sustainable business model within the football industry?
The Insights
⚽ Four Main Stakeholders are identified:
Fans: Over 90% of fans opt not to purchase new football shirts each season, preferring to stick with their existing ones.
Clubs: Football clubs experience a commercial downturn annually, indicating that relying solely on seasonal jersey sales may not be the most effective method to sustain and expand their business.
Brands: Numerous sports brands such as Adidas or Nike advocate for sustainability and green business practices, however, they still invest significant funds in sponsoring environmentally unfriendly businesses.
Environment: Football jerseys are made of polyester, and the large-scale production of jerseys can lead to substantial carbon emissions, contributing to climate change.
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.
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.
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.....
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A cash grab behavior by throwing as many items as possible at fans
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Massive production = massive environmental damage
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An annually recurring situation
Fans are struggling
Brands are struggling
Clubs are struggling
Enviornment is struggling
Workshop with 26 Young Football Fans
What do fans want?
Loyalty & Support to Club
#1
Reserve Memories
#2
Show Devotion to Players
#3
Common
Interest
#4
Design Challenges
How might we reduce jersey waste while enhancing the fan experience and designing a more sustainable business model for the clubs?
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
One AR Jersey, for Decades of Fancy
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
