Re-Imagining the Future of
Immersive Sports Media
Location: Delft
Client: IBM
Collaborators: Sterre Hoek, Matt Boruc, Joppe Roorda, Noor Schaafsma
This project involved the design of a strategic and tactical roadmap for NOS Sports, focusing on leveraging user-centric design and emerging technologies. Our approach included extensive trend analysis, user research with 45 participants, and the development of a phased roadmap for immersive sports experiences. The key deliverables include AR exploration strategies and XR implementation plans to achieve complete engagement and immersion by 2033. Through this project, we emphasize the importance of aligning business values with sustainability, inclusivity, and technological innovation.
The project focused on identifying and integrating key user values to enhance the sports media experience. Based on extensive user research, four primary values emerged:
NOS Sports is built on a foundation of four core values that define its commitment to excellence in sports media:
These values might often conflict, resulting in value tensions and requiring a balance to satisfy competing priorities. For example, the desire for tailored and relevant user experiences may clash with the need for inclusivity and diversity, as personalization can unintentionally exclude broader audiences. Similarly, a focus on delivering accurate and reliable information may sometimes compete with the demand for fast-paced, entertaining content. Addressing these tensions involves finding innovative solutions that uphold the integrity of all values while meeting diverse stakeholder needs. This delicate balance is crucial for creating meaningful and sustainable user experiences.
With these value tensions in mind, we performed brainstorming and technology-scouting sessions to identify emerging technologies that can resolve these tensions and could be an interesting direction for NOS Sports. Based on this analysis, we decided to focus on the immersive technologies pertaining to VR, AR and XR and how it can be made hyperpersonal and inclusive at the same time.
Based on our insights, we decided to rebrand NOS Sports and created three horizons to ensure its transformation into an immersive sports media company.
Horizon 1
Data Collection
(2024)
Horizon 2
AR Exploration
(2028)
Horizon 3
Complete Immersion
(2033)
The following Strategic and Tactical Roadmaps show the top level and detailed implementation of this solution across time.
Curious about how your business can leverage emerging technologies and develop clear roadmaps for a seamless transition?
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