Sky Sports希望吸引更多35岁以下的年轻用户，但现有产品的内容消费方式对这个群体吸引力有限。这个项目探索AI个性化如何让体育观看体验更贴近年轻用户的实际生活方式。
Sky Sports wanted to reach more viewers under 35, but existing content patterns weren't resonating with this group. This project explored how AI personalisation could make football viewing fit more naturally into young fans' lives.
Sky Sports 概念界面总览
Sky Sports concept screens overview
与 Sky Sports 合作的硕士课程项目，面向 Gen Z 足球观众，围绕 AI 驱动的个性化体验这一 brief 展开。
A coursework project in collaboration with Sky Sports, designing an AI-driven personalised experience for Gen Z football fans around the brief: Utilising AI for hyper-personalised experiences.
Service safari 酒吧现场照
Image 1: Service safari - pub observation photo
团队对14名18-25岁大学生进行半结构化访谈，覆盖英国、印度、中国、墨西哥等不同文化背景，同时前往酒吧进行 service safari，实地观察真实看球场景中的用户行为。访谈结束后通过 affinity mapping 对所有观察归类，提炼出7条核心洞察。
The team conducted semi-structured interviews with 14 university students aged 18-25, spanning participants from the UK, India, China, and Mexico, alongside a service safari at a local pub to observe real watching behaviour in context. Findings were synthesised through affinity mapping into 7 key insights.
最关键的发现是：年轻用户看球的驱动力来自社交氛围，而不是对足球内容本身的热情。订阅费用过高是另一个主要障碍，大多数受访者没有独立订阅，依赖家人或朋友的账号。这两个发现主导了设计方向，从更好的内容推荐转向把线下看球的社交体验搬进 app。
The most significant finding was that younger fans are driven by social context rather than football content itself. Cost was the other major barrier, with most participants sharing someone else's subscription. These two findings shifted the design direction away from content recommendation and toward bringing the social experience of watching live football into the app.
洞察综合板
Insight synthesis board
订阅费用是年轻用户使用 Sky Sports 的主要障碍。设计上把 Social 功能设为免费，用户不需要订阅就能发起约球、参与互动。去酒吧看球本身解决了内容访问的问题，app 则负责组织和增强这个社交体验，同时也为品牌与年轻用户之间建立持续的接触点。
Subscription cost was the main barrier identified in research. The Social features were designed to be free, removing the need for a personal subscription to participate. Watching at a pub handles content access, while the app organises and enhances the social experience around it, creating an ongoing touchpoint between the brand and younger audiences.
Social 模块分为 Community 和 Invites 两个 tab。Invites 支持用户在 app 内发起约球，选择酒吧、时间和群组，朋友收到邀请后可以接受并预订座位，整个流程在 app 内完成。
这个功能的设计难点在于状态管理。同一张邀请卡在不同用户视角（发起人和受邀人）和不同时间节点（发出、接受、比赛前一小时、入场扫码时）需要展示不同的信息和操作。设计上用单一卡片组件承载所有状态，通过按钮文案和细节信息的变化来区分，让用户在整个流程中不需要重新适应界面。
The Social module has two tabs, Community and Invites. Invites lets users plan a pub viewing session within the app, choosing a venue, time, and friend group. Friends receive the invite, can accept it, and book seats without leaving the app.
The core design challenge was state management. The same invite card needed to show different information and actions depending on the viewer (sender or recipient) and the moment (sent, accepted, one hour before kickoff, at the venue). The solution was a single card component that adapts through changes in button labels and supporting details, keeping the experience consistent across every state without requiring users to reorient themselves.
比赛开始前一小时，邀请卡内的按钮从 Join Now 变为引导扫描酒吧桌上的 QR 码，扫码后直接进入当场比赛的 Social Live 页面。这个设计把线下到场的行为转化成进入 app 社交体验的入口，而不是要求用户自己找到对应内容。
One hour before kickoff, the invite card CTA shifts to prompt scanning a QR code at the pub table, which opens directly to the Social Live page for that match. Rather than asking users to navigate there themselves, physically arriving at the venue becomes the trigger for entering the in-app experience.
比赛进行中，用户可以摇动手机为支持的球队助威，积累积分可兑换酒吧折扣或球队周边。设计逻辑是把看球时已经自然发生的行为（呐喊、欢呼）转化成 app 可以感知和回应的互动，而不是要求用户做一个全新的动作。
During the match, users can shake their phones to cheer for their team, earning points redeemable for pub discounts or merchandise. The design logic was to register and reward behaviours that already happen naturally at a pub, shouting and reacting, rather than introducing an entirely new action.
作为概念延伸，酒吧大屏可以同步显示实时的助威进度，两支球队的支持者数量以对战形式呈现。这个设想的出发点是让个人手机上的互动行为在公共屏幕上有可见的反馈，把分散的个体参与变成一个共同的现场体验。
As a conceptual extension, the pub's large screen could display a live cheer battle, showing real-time support levels for each team. The thinking was to make individual interactions on personal devices visible in the shared physical space, turning separate participation into a collective in-venue moment.