Amateur football players no longer have to wait for a Scout to arrive at a match to get noticed. Get analysed with Ai and generate data that pro football clubs want to see.
Ai technology is used in the app to analyse how amateur players perform when they enter a trial for a particular football club. Lots of users were getting the trials wrong and they weren’t really sure which trials were accessible to them, which lead to a compromised user experience.
How do we streamline the process of entering club trials and where’s the best place to find them with review of the current process? How can we suggest recommended trials and serve more discoverable opportunities to the user?
Rather than asking for everything upfront, which was a blocker in the current app, the strategy was to gain info on the player in incremental stages, so as not to ask for too much detail before they could interact with general features and opportunities. A video introduction was also added with clear insight of what to expect with more engaging onboarding screens featuring imagery from a commissioned photography shoot.
The app needed more of a focussed task driven home area to take action and complete profile information, do NRS trials and then have the ability to trial for professional clubs like Chelsea. A proposal for dedicated club pages was discussed where users could follow clubs and discover opportunities which was fed through onto their home page area, including suggested trials, educational tips and scholarships.
Trials were difficult to locate in the current app so it felt sensible to introduce a dedicated area for this where users could explore certain trials or go straight to a club page to enter them. The core value of the app is to give an equal opportunity to trial for clubs globally, open to the world for everyone.
During the development phase, we focused on enhancing discovery opportunities by integrating player profile sections with stats, fixtures, and activity for scouts to evaluate. We also incorporated augmented reality features into the app, providing players with AR guides and instructions tailored to their environment during trials. Additionally, we created campaign screens to showcase sponsorship placements that would dominate certain area of the app running for specific time periods.
The next stage was to create a mood board to identify a brand design direction with a collection of design styles for consideration. This proposed a discovery phase showing high level thinking with reference to design and potential content ideas to align thoughts. Key takeaways from this was that the new brand needed to be bold, vibrant and standout in all environments with a memorable logo mark that symbolised what AiSCOUT represents.
It was important that the brand had a symbol / mark that was memorable. As ideas were explored with references from the mood board, it became apparent that we needed something that felt abstract and edgy to really stand out. The negative space within the ‘A’ expresses a connection to the name, but with a deeper meaning that utilises and references the idea of a camera shutter whilst recording trials using your phone.
The symbol and typography needed to work across all channels from the website and socials to football shirts and in stadiums. Brandon Grotesque was the chosen font with Roboto Condensed paired as body copy.
Scouts have access to one accessible platform showing all signed player & public player data from the virtual drills, trials, game footage and external data giving actionable and meaningful insights. The control centre is the hub of the platform connecting player data, scouts, coaches and recruitment for the purpose of talent analysis.
After evaluating what was a compromised flow of the app, the solution proposed a cleaner way to guide users (with the least path of resistance) to sign up and discover opportunities creating a habitual usage. A full brand and product outcome was created which gained a lot of traction and was featured on BBC Click.
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