Project Redo : Creative Brief

GRANDSTAND WEB & MOBILE APPLICATION CREATIVE BRIEF

Client: Grandstand LLC, a fantasy football insights and managing website. They differentiate from competitors through a careful and organized approach to design and user interface.

Product/Idea: They're promoting the new Grandstand Website and Mobile application through an animated video of the mocked up website and application. It gives the user a beautiful, visually driven and interactive interface, making the fantasy football experience simpler and more interactive.

Strengths: Simple and intuitive design. Focused on the visual aspect of the user experience.

Weaknesses: Fit more for the advanced, college student aged fantasy football player who's in multiple leagues, checks regularly, enjoys in-depth data and statistics on players.

Opportunities: Fantasy football sites are cluttered with messy, outdated graphics, advertisements, and other information. The design is rectangular and clunky and feels like an excel document. Grandstand is modernized and focused on making the fantasy real.

Threats: Modern, streamline design is catching on, fantasy football is starting to get larger… more attention means this should eventually happen for fantasy football. The clock is ticking.

Purpose: The goal is to produce an animated walkthrough less than 1:30 that showcases the sites capabilities and look and feel. A promo video to quickly convey the idea for potential investors/developers

Competitors: NFL.com Fantasy football, CBS fantasy football, yahoo fantasy football, espn fantasy football, rotoworld.com, rotowire.com

…They're pushing the audience to gamble on daily leagues (set the perfect matchup for the day and win a million dollars),  they're pushing them to play even more fantasy games (weekly pick'em, nfl playoff challenge, thursday night football challenge, predict the pick, nflrush fantasy: FF for kids), they're asking the audience to nominate their favorite players of the week, they're filling them in on expert insights and trends. They are already established and giants in the game.

Audience:

Age: 18-50

Sex: often male, americans

Culture: college educated sports fans playing with close friends, spending a lot of time doing research and keeping updates on their favorite players. They like to interact with the game and customize their team, making transactions and anticipating if their predictions come true or not. It's also a very social activity (everyone wants to tell everyone about their fantasy team) with bragging rights on the line.

Insights:

Quote from article on Ad Age:

"Market research firm Ipsos says 25.8 million people will play fantasy football this year and generate 1.1 billion in revenue...

The typical fantasy player is in a demographic that makes marketers salivate: a college-educated professional, often a male, in his 30s or 40s with an average household income over $90,000, according to the Fantasy Sports Trade Association. He also has disposable income; of the 49% of fantasy users who pay to play, most spend an average of $468 on league fees, subscription advice sites and analytics apps...

25% of fantasy players access the game thru mobile."

Single Most Important Thing: Giving dedicated fantasy football players a deep, visual experience bringing fantasy football to life, while providing a positive user experience to keep them coming back to the site.

Must Haves: 

Mockups of critical screens (both web and mobile)

Beautifully animated walkthrough of these applications

Do's and Don'ts:

Avoid chunky design, think of ways to freshen the data through thoughtful infographics, keep it simple, keep it efficient.