GOAL
Test a mobile-only fantasy application geared toward securing existing fantasy players, while at the same time, appealing to the fringe or new young adult players with leagues spanning a 4 week period versus the traditional season long fantasy football league.
- Evaluate impressions of the full draft process and identify areas for improvement with specific focus on draft
- User evaluations of the overall league experience using the mobile app – interest, credibility, persuasion to use
ACTIVITIES
Participant behavior will be recorded in context while completing the draft on the CBSi mobile fantasy application over a 3 week period. Beyond passive recording, players are also expected to record notes of their experiences via a digital diary interface. We will also create a task list for them which includes answering questions based on different aspects of the experience and recording this in their digital diary.
METHODOLOGY
There will be 6 private leagues of 8 players, non-public, friends-know each other:
- 3 leagues with a mix of players with/without fantasy experience, skewed towards inexperienced
- 3 leagues of experienced league players only
- 2 Eastern Leagues, 2 Western Leagues and 2 Mixed Geographies
- Testing time and untimed draft options
IMPACT
Provided a better understanding of fantasy sports player’s user experience needs.
Effectively communicated the long-term perspective of a user’s thoughts, feelings and interactions.