PROJECT DOCUMENTATION
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TABLE OF CONTENTS TABLE OF CONTENTS
1
PROJECT OVERVIEW
3
Summary
3
The challenges
3
PROJECT APPROACH
4
Summary
4
Roles of Responsibility
4
Detailed Milestones and Timeline
5
DESIGN PIPELINE
6
Summary
6
Our Design Process
6
RESEARCH & DEFINE
7
Online Research
7
Potential FanBase Analysis (Based on Interviews)
10
InPerson Research The Field Trip
11
Research Insight
11
How do we define ECAR?
12
Brainstorming
12
Determine the core experience
15
Define the audience
19
The core value
20
IDEAS
21
L1: ECOIN
21
L1: ARACE
24
L1: Track Unlocking
25
L1: DECIBeat
27
L1: FaceOff
28
L1: FANBOOST
29
L2: Mood Rings for Car Lighting
31
L2: Customized Sounds
32
L2: Betting with ECOIN
32
L2: #SHOTBYSOCIAL
33
L2: City Themed Design
33
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L2: Realtime Tracking Across Platforms
34
L2: Car Light Effect Activation
35
L3: UGC (User Generated Content) Customization
36
L3: Active Virtual Collectibles On The Real Track
36
PROTOTYPE & TESTING
37
ARACE playtesting
37
Prototype Demo 1: the first prototype
37
Prototype Demo 2: Tap to a beat
40
Prototype Demo 3: Feature Play Testing
42
ECAR Trailer User Testing
43
Video prototype
43
THE FINAL DELIVERY: VIDEO
46
Mood Reference
46
Content
46
Intent
46
Storyboard
47
Production
48
The Video Edit
49
Music
50
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PROJECT OVERVIEW Summary ECAR is a worldwide electronic car arena racing series that will launch in 2021. Combining the excitement and thrill of reallife motorsports with realtime audience participation, ECAR is the future of motorsport entertainment. There will be unique racing tracks for each location that include the same signature components such as a 17m loop, banked corners, a massive kick jump and a drift zone. Drivers from 16 teams will compete during the event and race for the championship. During the event, the audience can participate through instadium interaction using the latest in interactive technology.
The challenges ECAR aims to create a neverbeforeseen, immersive, and interactive car racing event. It already has the concept design of hardware such as the instadium track and the racing car, as well as a strong brand identity. ECAR is seeking innovative ideas on how people can interact with the ECAR event, integrating the latest advancements in interactive technology such as augmented reality (AR) and virtual reality (VR). In addition, they would like to determine which customer segments ECAR should tap into in the future. Design Challenges: ● ● ●
ECAR is a future event, and the core idea of interaction and gamification is unprecedented. It requires further exploration to bring out its full potential. Nobody can foresee the full level of sophistication on AR/VR technology in the near future. Since there’s no existing ECAR audience, we have to define and explore our target users by researching all instadium audiences.
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PROJECT APPROACH Summary Our team Formula 2, was formed with the intent of enhancing the fastpaced environment of a neverbeforeseen, instadium racing experience with an integrated interactive component using augmented reality or mixed reality (MR) technology. We aim to explore the possibilities of driving fan engagement through this merger, and showcase our proofofconcept in the form of a digital artifact.
Roles of Responsibility ROLE
NAME
Product Owner, Creative Director
Kavya Satyakumar
RESPONSIBILITY
Interface with Client Facilitate Creative and Design Process Video Editing
Project Manager, Artist
Ayana LaSalle
Scrum and Agile Management Daily Work Scheduling Support Artist Video Editing
Design Strategist, UX/UI Designer
Mika Chang
User Experience Research & Design Rapid Prototyping
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UI Wireframe & User Flow Design
Technical Lead, Programmer, Music Composer
Jater Xu
Gameplay Programming Technical Development and Design Technical Feasibility Assessment Sound / Music Composition Rendering / Lighting
Technical Lead, Programmer
Jacob Brunette
Technical Development and Design Technical Feasibility Assessment Gameplay Programming Online Programming
Design Lead, Lead Artist
Lujia Yang
Idea Visualization Art Asset Design and Development 3D Modelling/UV/Texure Character Design
Detailed Milestones and Timeline
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DESIGN PIPELINE Summary Team Formula 2 applied Agile principles into its process of design. We began by researching the existing audiences and defining the unique selling proposition of ECAR. After analyzing this data, we brainstormed potential ideas and visualized our thoughts to determine potential use cases and prototypes. In terms of refinement of the ideas, we used the client’s need and potential users’ insight as metrics to define our prototypes. For this 3month project, we have derived at least three iterations of the design process before submitting the final deliverable.
Our Design Process Research & Define: G ain an empathetic understanding of the problem we are trying to solve. Analyze the observations and synthesize them to define the core problems. Ideate: “Think outside the box”, look for alternative ways to view the problem and identify innovative solutions to the problem. Rapid Prototype: Produce a number of inexpensive, scaled-down versions of the product (or specific features found within the product) to investigate the problem solutions generated in the previous stage. User Testing: Test the prototypes and products with users and identify gaps to. Refine: R eturn to previous stages in the process to make further iterations, alterations and refinements to rule out alternative solutions.
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RESEARCH & DEFINE Online Research Focusing on digital media interaction, we looked into the technologies currently being applied within an instadium context such as concerts, sports events, and art installations. Our findings were as follows: Apponly interaction is now a standard feature for any instadium experience ● Instadium apps for ordering food and drinks ● Customized camera angles viewed through app ● Using phone for audience participation through “electronic wave”
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Nike’s Unlimited Stadium in Manilal ● Shaped like a footprint with LED walls ● The avatar on the wall visualizes the data of the runners’ first lap ● Runners runs against themselves
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Nike ‘house of mamba’ LED basketball court in Shanghai ● Motiontracking and reactive LED floor ● Visualize player data or coach’s orders
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While all these features and interactions are innovative, they have already become the standard requirements and expectations of an instadium experience. So for an event that will happen in 2021, ECAR needs to take fan interaction beyond the app to stand out as a contender in that future landscape.
Potential FanBase Analysis (Based on Interviews) Fan Type
Motivation
Potential Pain Points
USP of the Event
Die Hard
Car enthusiasts Adrenalin rush Community event Seeing it live Event of the future
Bad seats Too much dead time between races Doesn’t live up to hype
First of its kind Bigness Bucket list event
Medium Engagement Thrill & Adrenalin FOMO Exclusivity of the event
Ticket cost Big new thing Seat view Something new to Too much time between do races
Low Engagement
FOMO Social Pressure Looks cool
Ticket cost Time commitment Too much effort to go
Big new thing to do Story to tell your friends
NonFans
Partners & family Cool event to go to
Ticket cost Might get bored
Good social media content for personal profiles Thing to talk about
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InPerson Research The Field Trip We conducted research on similar sports event such as Formula 1, Formula E, Monster Jam, and GoCar, etc. In order to have an accurate idea of the experience of an instadium motorsport event, our secondary research included a field trip to a Monster Jam event held in Vancouver.
Team Formula 2’s field trip to Monster Jam at Vancouver Pacific Coliseum
Research Insight In the design stage, our aim was to explore all avenues within the ECAR ecosystem and identify touch points where we could create interactive experiences. After conducting desktop research and inperson research on similar motorsport events, we broke down the possible touch points in the ECAR audience journey into the following: ECAR Audience Journey Online Follow drivers across social platforms Unlock exclusive achievements by participating/playing online games, etc. Comment and follow online after attending the event Leaderboards for both real races and online games Earn valuable rewards through a point system which users can exchange for reallife products and rewards.
Atevent
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First person view for one or more drivers with detailed data through AR Photo booth Voting on favorite drivers, best races, etc. Track event progress Intermission activities
After/before Event Apps and game Fan photo competition Publish social content to maintain hype within online communities
How do we define ECAR? Brainstorming Initial brainstorming began by reviewing the client’s concepts of the racing track, vehicles and event structure. The difficulty with choosing what to focus on was due to the overwhelming amount of different aspects making up the entire live event. We needed to define what parts of ECAR would benefit by adding a digital, interactive layer. This required breaking down the event into distilled components that are easy to understand. We also needed to ensure our team agreed with the same basic principles that would guide our process. To accomplish this, one of our first exercises was a brainstorm jam. Without speaking, the team wrote as many ideas as possible in a fifteenminute timeframe. The intent was to think of big ideas and later scope accordingly with reality once we decided on a direction.
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Bullseye map of ideas purple is the highest voted, blue the second highest and orange the least
Taking this into consideration, we wrote out what’s necessary for any live event by drawing from our own experiences and research. These experiences could relate to either online or inperson engagement, before, during or after the event. After we wrote all our thoughts out, we then voted for which aspects were the most important for our core values.
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Bullseye map of our core values Colorcoded by general area, with more popular ideas in the center
The brainstorming session helped us identify and filter the core experience ECAR and what would be their differentiating factor in motorsport entertainment in 2021. This approach ensured that we were strategically thinking of ideas that were innovative and would break the mould of an event in the future. Most importantly, by thinking of it from a usercentric perspective, we were able to use these core values as metrics to guide our entire creative process as we moved through the project.
Determine the core experience Intent: To identify core values that ECAR events provide to audiences through a general service blueprint.
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Assumptions Audiences members are: Interested in car racing activities Receptive to AR/VR technology Willing to participate with interactive digital components Financially capable of playing online games Of all age groups The instadium event has: Two cars racing headtohead 3G Wifi connectivity Access to mobile devices Context of ideas within world of ECAR The Core Values of ECAR experience:
Our process allowed us to identify what values may resonate to ECAR viewers in order to further develop innovative ideas.
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What Makes the ECAR Experience Fun?
Competition Cool technology Realtime experience Flashing lights and spectacle Familyoriented events Excitement Music Memories Novelty Interactive lighting Festival atmosphere Social Interaction Easy parking
Value for Fans:
Splitting stadium into teams User generated action Create community Audiences’ impact on driver/race Actual visual on track Achievement & rewards Audiences’ control over track elements
Outcomes:
Identifying core values of the fan experience Information, interaction, immersion Value for fans
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Information, interaction, and immersion are the three main categories we defined for ECAR events. Under each category, we brainstormed ideas that may fulfill the needs and desire of ECAR viewers.
INTERACTION
INFORMATION ● ● ● ● ● ● ●
Marketing Publishers SOV on digital Real-time tracking Fan acquisition Driver fan base EV cars & tech
● ● ● ● ● ● ● ● ●
Customised feed Building community Interact with drivers Interaction with track In-stadium voting UGC graphic & imagery Affecting race Stadium polls Audiences’ status
IMMERSION ● ● ● ● ● ● ● ● ● ●
Sound & light Visuals Driver rivalries Breakthrough First of its kind (ECAR story) Virtual controlled cars by UGC Fan-voted environment Scale of the experience Physical effect
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We categorized our ideas based on the context of use and what assets we would have to build. Instadium Experience Elements:
ASSETS Driver & race data Display screens Sounds ECAR account
★ ★ ★ ★
Monetization Metagame Collective & participation Betting Voting Collectibles
★
SYSTEM
★ ★ ★ ★ ★ ★ ★ ★
USER ACTION
★ ★ ★ ★
Define the audience Ideal User Groups. As this is a new oneofakind event, the popularity of it will develop because of an increase of talkability and visibility among the millennial audience. By looking at how information about what’s ‘cool and new’ travels on the internet, we narrowed down how we could target the right user groups to increase the hype among our intended target audience. The below user groups are listed in order of strategic targeting to increase the ‘hype’ factor surrounding ECAR on both a Global and hyperlocal scale. By leveraging trend setting personas within these groups across social media (Youtube, Instagram, Facebook, Twitter) and strategic partnerships with content publishers and brands, ECAR can organically grow its visibility and popularity among the millennial audience.
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Hypesetters : People who will talk about it and post about it on their social media. Platforms and partnerships: Global Digital content platforms like Scoopwhoop buzzfeed, VICE media, etc Online influencers in gaming and racing communities that are globally popular
Trendsetters : Make it seemed cool & drive #FOMO Platforms and partnerships: Local digital content platforms Daily Hive, Vice (local) Online influencers Use hyperlocal influencers at the ECAR locations to drive talkability and local visibility Purists : Driver enthusiasts Platforms & Partnerships: Increase visibility across ancillary platforms racing websites, Autocar, Top gear, etc Leverage the driver and racer community across social twitter and facebook
What makes ECAR different In the digital landscape of 2021, the game changer will be beyondtheapp interactivity . ● ● ● ●
Participation > Interaction Integration > Separation Community > Individual Global > Local
Keeping the fan at the centre of the ECAR experience and providing them with meaningful interactions that have value are drivers of greater engagement inside the stadium, a greater return on emotion and hence more revenue and retention.
The core value By taking fans beyond the App, we narrowed down our core values to three measures of what our ideas should address: ● ● ●
Grandeur Integrate the digital and physical New and innovative
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IDEAS The Key Ideas for Further Development:
Audience teams Collectables Visual jukebox & sound board Faceoff Oneonone fan driver interaction City themed UGC(user generated content) customization Unlock track Fanboost ARACE Realtime tracking across platforms ECOIN shower FanDriver interaction in real time
L1 | IDEAS AT AN IMPLEMENTABLE LEVEL WITH DIGITAL MOCKS FOR ILLUSTRATION AND SUPPORT.
L1: ECOIN
Idea: ECOIN is a monetization system that lives and can be used across the ECAR system and can be applied to all the ECAR virtual and physical products. ECAR can give rewards (for inapp, instadium, or social media activities) in ECOIN, which has value within the ECAR ecosystem. Acquiring ECOIN therefore acts as a hook for fans to interact with the ECAR event beyond the race as it ties back to an actionreward based system. This encourages fans to engage with and continuously follow up on and invest in the event itself.
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Intent: ● Build a monetary system that spreads across the entire ECAR ecosystem to give potential fans a stronger reason to engage beyond the race and boost longlasting engagement. ● Build the value of ECOIN to eventually be a revenuegenerating system and support a sustainable business model through licensing deals and strategic brand partnerships. Context of ECAR Experience (The ecosystem of ECOIN):
Earn and spend ECOIN:
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EXAMPLES OF THE APPLICATIONS OF ECOIN Instadium : Ticket booth, gift shop, and F&B stations The users will see ECOIN promotions such as “Spend ECOIN on your next purchase and get 20% off discount.” ARACE Rewards During the intermission, there will be a virtual racing game called ARACE. The winning team will see an AR “ECOIN shower” as a reward. The audience can collect ECOIN using their smartphone. Super Coin Each city will release exclusive Super Coins as a limited edition collectible, which are also tradable through the ECOIN system. People can randomly collect those Super Coin by using their smartphones in different locations that ECAR events are being held. Athome : Video Game Rewards The users can also acquire ECOIN through an external video game published by ECAR. The ECOIN collected in the game can also be used throughout the entire ECAR ecosystem. Betting Users can use ECOIN to bet on ECAR related events, including the outcome of the live event, virtual races held in the video game, or in seasonlong fantasy ECAR leagues, which will provide further reason to earn and use ECOIN. Assumptions: ● The ECAR audiences have access to smartphones. ● Audiences are willing to download the ECAR app in order to acquire ECOIN. ● Through onground and online partnerships, ECOIN can exchanged for reallife rewards. Target user: ● Instadium audiences of ECAR events ● Athome ECAR event followers ● Gamers who are addicted to collectibles ● Families or groups which will benefit from discounts gained through ECOIN
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Technical requirements: ● Mobile app development ● ECOIN integration with other ECAR applications Potential outcomes: Profit generating engine for the company, game developer, and affiliations such as food stands, etc. The users can use ECOIN to get both reallife and virtual rewards driving long term engagement. Potential business opportunities: Cross brand promotion potential with other merchandisers. Possible partnerships with major apps such as Spotify, Facebook, Instagram, SnapChat, etc. Users can use ECOIN to purchase items or services on different apps. Value for fans: The audience is emotionally attached to the ECAR events in part because of the value they see in ECOIN. By participating in the ECAR event, they can earn discounts and other prizes.
L1: ARACE Idea: ● ARACE is an AR racing tournament during the breaks between the physical races. ● The audience is split into four teams and competes in a virtual race, appearing either on the stadium screens or on the track itself using projection mapping ● Users perform collective actions as teams on their phones to affect the speed of their team’s car ● The winning team is the one that has the most user engagement (taps) as the speed of the car depends on the number of users tapping on each team. ● The end of each race activates an “ECOIN Shower” which can be viewed through their phones in AR, allowing the winners to earn extra ECOIN.
Intent: Given the frequent breaks between races, the audience members who stay in their seats could easily get bored if they have nothing to watch or do. The ARACE game provides an interesting activity to keep audiences engaged in these breaks. Assumptions: ● Audiences will have smartphones and will be willing to download the ECAR app ● Audiences will want to participate in the ARACE in between races
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Target user: ● Instadium fans looking for something to do in between races ● Instadium fans who are into technology or games. Technical requirements: ● Mobile app development ● Instadium Wifi that is strong and stable enough to transmit necessary data ● AR or projection mapping technology (if displaying race on track) Context of ECAR Experience: Instadium during breaks between races Potential outcomes: The adrenaline and excitement will stay consistent throughout the event to avoid too much down times that may potentially break audience immersion into the ECAR ecosystem. Value for fans: ● Will avoid boredom during otherwise slow parts of the event. ● Provides a chance to earn ECOIN. ● Drives a sense of community and belonging with the World of ECAR
L1: Track Unlocking Idea: Track unlocking is an interactive opening ceremony of the ECAR event. Below is the process of what happens during the track unlock ● There is a countdown at the very beginning. ● The MC will introduce the event and guide the instadium audience to open the ECAR app right before the ceremony starts, then they will receive an AR floating invitation from the event through the app. ● Once the audience accepts it, all they need to do is tap to unlock the track together. ● The racing track is dim at the beginning. As people tap on their phones, the stunt zones of the track will be lit up one by one. Finally the lights on the whole track will be activated as well.
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Intent: ● Reveal the event in an interactive way to get the audience engaged. ● Introduce the event and its technology, especially the track and cars. ● Give a tutorial of the interaction during the ECAR event to the audience. ● Convey the vibe of ECAR at the beginning. Assumptions: ● The event needs to grab the audience’s attention and get them excited when it starts. ● The audience have access to smartphones. ● Reliable Wifi is available Target user: ● Instadium audience with smartphones Technical requirements: ● Mobile app development ● Instadium lighting system Context of ECAR Experience (When): Before each ECAR event starts, as an opening ceremony Potential outcomes: Provides an exciting and interactive start to an ECAR event, drawing audiences in from the start. Also provides an avenue to introduce the app and ease audiences into the idea of using it throughout the event.
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Potential business opportunities: Unlock ceremony can be modified for each event, with new sponsorships specific to each location. Value for fans: Stokes excitement as the event starts and provides an audiovisual spectacle.
L1: DECIBeat
Idea: During the headtohead races, each driver will have a theme song, and the instadium sound system will play the song of the faster driver (potentially mixing the songs together if they’re close). Intent: ● Create a festival atmosphere. ● Add additional audio spectacle to a driver winning the race. Assumptions: ● Playing music during a race won’t be distracting. ● The DJ will be able to crossfade between different theme songs without it sounding dissonant. ● Race organizers will be able to measure relative progress of cars in realtime. Target user: ● Instadium audience viewing the race Technical requirements: ● Race telemetry that is constantly updated and detailed enough to know the drivers’ relative progress. ● 16 theme songs (one for each driver) that fit the mood and can be played during a race. ● Either automated or DJ controlled mixing system to crossfade between the songs when one driver passes the other.
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Context of Ecar Experience (When): DeciBeat will happen during the physical races. Potential outcomes: ● Adds additional layer of competition between each driver ● Contributes to audiovisual spectacle of race. Potential business opportunities: Sponsors are able to make their own song and assign them as driver tracks for specific events. Value for fans: Fans will appreciate the additional spectacle that DeciBeat adds to a race.
L1: FaceOff Idea: Drivers will have cameras inside their helmet or car cockpit. These cameras will take pictures and/or record videos of the drivers’ facial expressions during races. Afterwards, either on the big screen inbetween races during the event or on social media after it’s finished, event organizers will choose a selection of good/funny photos and ask fans to vote on them in different categories (“funniest expression”, “most stoic”, etc.). Intent: Because drivers will spend most of the event in a car with a helmet on, we have to be careful to prevent them from becoming anonymous. FaceOff is intended to provide a way to humanize the drivers and allow fans to connect with them over the course of a season. Assumptions: ● It will be possible to situate a camera inside the driver helmets/car cockpits in such a way that it will be able to see the drivers’ expressions during the race. ● Drivers will be expressive enough during the race to have interesting pictures to use afterward. ● Fans will be willing to interact with FaceOff through either the ECAR app or social media during/after race (whenever voting happens) Target user: ● Instadium fans looking for something to do in between races ● Outsideevent fans interacting with ECAR through social media ● Both for fans who already know the drivers’ names and faces, and those who are new
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Technical requirements: ● Inhelmet camera ● ECAR social media account ● Mobile app development with event integration Context of Ecar Experience (When): Both during the event (between races), and on social media between events Potential outcomes: Fans will learn the drivers’ names and faces, and start to build attachment and fandom around specific drivers. This will drive longterm emotional investment in the Ecar season, as they will start to have favorite drivers and will tune in to future events in order to see them. This will also provide content to post on Ecar and team social media accounts in between events in order to maintain engagement throughout the downtime in the season. Potential business opportunities: Sponsors can pay for branding on specific votes. Additionally, if drivers have onuniform advertising decals like other motorsports, those will probably appear in many of the pictures. Value for fans: Creates emotional attachment and fandom towards individual drivers
L1: FANBOOST Idea: During the race, fans can vote to give a short boost to both drivers. The drivers can activate the boost at their discretion to get a short speed increase during the race. While using the boost, the driver’s car will light up so that fans know that they had an effect on the race. At the brainstorming stage, we assume the audience vote by shaking their phones.
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Intent: ● Audience has an effect on the outcome of the race. ● Maintain audience participation and interest throughout the event. ● Add an extra element to races that are otherwise kind of boring. Assumptions: ● Fans will be invested enough in the race to want to activate a boost. ● The boost will be a big enough change to be noticeable, but not so much as to make the race dangerous. Target user: ● Instadium audiences viewing the race. Technical requirements: ● Mobile app that is able to quickly and accurately check the input of thousands of users at once. ● Ability to artificially boost the speed of an ECAR during a race Context of Ecar Experience (When): Before or during a race. Potential outcomes: Additional opportunities for interaction will increase fan investment in the races and lead to more adoption of the ECAR app. Close races might come down to how drivers use the fanboost to power to victory. Seeing a driver cross the finish line or make a passing maneuver with the FANBOOST light on will increase fan investment. Potential business opportunities: Because the FANBOOST will only be affected by the instadium audience, it will provide a reason for fans to try to come in person, driving up ticket sales. Value for fans: Fans will be able to directly affect a race, leading to more engagement and a greater desire to attend in person.
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L2 | IDEAS AND FEATURES THAT HAVE BEEN THOUGHT OF THOROUGHLY AT A CONCEPTUAL LEVEL, WITH POTENTIAL OUTCOMES MAPPED OUT AND DOCUMENTED FOR POSSIBLE FUTURE IMPLEMENTATION
L2: Mood Rings for Car Lighting Idea: Fans get to show their emotional reaction to the drivers racing skill and technique Context: ● Before the race, fans choose their favourite driver. ● During the race, fans have an emoji meter on their phones. ● They can tap the emotion they feel best represents the driver. ● The collective fan emotion for the driver reflects on the driver’s car as an LED strip. ● E.g.: Red = Daring, Green = Stylish, Yellow = Skillful, Blue = Needs encouragement, etc. Value for fans: ● Fans can show their emotional reaction to the driver’s skill in realtime ● Makes fans relate emotionally to the experience of the drivers ● Drivers can get real feedback from the fans as they are driving
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L2: Customized Sounds Idea: Since the cars are electric and mostly quiet, we can add artificial sounds to the event. These could be different sound effects that play during specific parts (while on the loop, going over the jump, etc.) or general sounds that replace the engine noise. Fans can vote on which sound effects to use, or could even create their own. Context: Voting will happen either before or at the beginning of the event, and sounds will play throughout the races. Value for fans: ● Each event will feel tailored to the fans who attend that specific race ● Fans will feel local pride on customizing the event to their area
L2: Betting with ECOIN Idea: Betting occurs with all sports, and ECAR will have many possible things to bet on (individual race winners, overall event/season winners, fastest laps, highest jump, etc.). The ECAR organization should try to take advantage of it by allowing betting on all levels to occur in the ECAR app using ECOIN. Context: Betting can happen before the event starts, before individual races, and over the course of a season. Value for fans: ● It will provide another avenue for fans to interact with the sport (like fantasy football) ● It will allow the thrill of betting without feeling as bad if you lose because it’s ECOIN instead of real dollars
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L2: #SHOTBYSOCIAL Idea: Drivers choose their favourite photos taken by fans during each event Context: Fans can shoot photos/videos of drivers as they are driving and upload them to social, tagging their favourite driver. The driver can pick their favourite ones and upload them onto their own social media platforms. Value for fans: ● Drivers can engage with their fans directly. Gives fans a chance to show their support. ● Great social media hype around driverfan engagement. ● Builds driver fan base.
L2: City Themed Design Idea: City themed design is an addon system to the whole ECAR experience. It contains both actual environment elements and virtual rewards. ● Actual: City themed track, instadium environment, and ECAR products, etc. ● Virtual: City themed app skin, collectibles and visual elements, etc.
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Context: ECAR will go international once it starts. City themed instadium decoration could build the festival atmosphere and strengthen the city identity of the event. Below are some examples of what the audience can do with the city themed design: ● Enjoy the specialdesigned city themed environment during the event, such as Eiffel Tower installation and the French colour palette for Paris’ event. ● Buy the city themed ECAR products in the gift store, just like Starbucks’ YOU ARE HERE city mugs. ● Different virtual collectibles in different cities, which could be found in AR in specific areas of the stadium and in some sponsored coffee shops, restaurants or stores. Examples: Badges, City ECOIN, City mascots, etc. ● Special ECAR app skins for different cities. ● Get rewards after collecting, such as ECOIN coupons or discounts for local restaurants and stores Potential business opportunity: ● Engage and build the brand loyalty and community ● Get more sponsorship through cityspecific partnerships ● Encourage people to attend inperson in order to get cityspecific collectibles Value for fans: ● Feel involved with civic pride as the event caters to specific local features ● Get special rewards based on the city that you’re in
L2: Realtime Tracking Across Platforms Idea: The audience who are not in the stadium can get realtime information through the ECAR online platforms and participant the event remotely. Context: Fans interact with the platform and there are text of informations on the screen, they can also get the data analyzation at the same time. This data will be stored in the app, they can check it after the event as well. Although they are far away from the stadium, they are still able to be involved in some interactions through the ECAR app. Value for fans: ● For the hardcore fans, they can get the realtime information they need during the event. ● It helps to attract more people to the ECAR event ● For people who can’t be at the stadium, they can still have the athome/ingame ECAR experience.
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L2: Car Light Effect Activation Idea: Fans activate lightshowtype capabilities (like electric fireworks) on their favorite cars Context: ● Fans tap on their phones to activate light effects on their favourite driver’s car ● On activation, the car can have cool graphical effects shooting out of their car (either on the car or on the track behind them). ● The audience get a thank you message automatically from the driver’s account. ● This gives the driver more ‘coolness’ on the track in terms of the showyness of their car. Value for fans: ● Drivers can use their fan support to be the cooler car on track. ● Additional layer of competition between drivers (whose car is cooler). ● Builds driver fan base and engagement with fans.
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L3 | IDEAS AND FEATURES THAT HAVE BEEN THOUGHT OF AT A SURFACELEVEL FROM A BLUESKY PERSPECTIVE, RATHER THAN AN IMPLEMENTABLE LEVEL. THESE CAN BE STARTING POINTS TO THINK OF NEW IDEAS.
L3: UGC (User Generated Content) Customization Idea: Before the ECAR event, fans design special elements and let people vote on which one could be officially used. Fans who designed a winning element could get a special reward from ECAR. For example, fans can design or vote for: ● Opening soundtrack for the event. ● Sound effects for stunt areas. ● Engine sound for the ECAR racing cars. ● Car decals. ● ARACE team logos. ● Tracks. Intent: ● Create additional fan contribution and interaction. ● Engage and build community and brand loyalty Value for fans: ● Get the fans involved in the the whole ECAR event ● Show their support ● Exposure opportunities for budding artists
L3: Active Virtual Collectibles On The Real Track Idea: There are AR collectibles that appear on the track, which can be activated when fans tap on them. Once activated, drivers will get the collectible if they get close enough while racing. Once collected, they will activate a cosmetic effect (light or sound) on the driver’s car, without affecting the actual race result. Intent: ● Get the audience engaged during racing. ● Add more audiovisual elements to the race. Value for fans: ● Feel like they have a tangible effect on the event.
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PROTOTYPE & TESTING ARACE playtesting Prototype Demo 1: the first prototype In order to test our ARACE idea, we developed a rough prototype in Unity to perform user tests on ARACE. For the first prototype, the testers will be divided into two teams and use their smartphone to control the speed of the car by tapping. In this prototype, the speed of the cars is determined by the total number of taps in a time interval by the team.
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What are we testing ● Speed of tapping = increase of car speed ● Do the users understand how they are affecting the race? ● Engagement Survey Questions: 1. What do you think your actions were doing in the race? 2. Which screen did you spend more time looking at during the race? a. The Big screen b. My phone c. Equal 3. How difficult was it to use the phone without looking at it to watch the Big Screen? a. Not difficult at all b. Somewhat difficult c. Difficult d. VERY Difficult 4. How was it difficult? 5. Did you find the race boring to play? If Yes, why? 6. How soon did you understand how to play the game? a. At the beginning of the race b. Towards the middle of the race c. Towards the end of the race d. I didn’t understand how it worked at all 7. What was the most interesting/exciting part of this experience? The result of play testing
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Learnings: People look at the big screen more, and get distracted by the content on their phones. It is a little hard to understand what is happening at the beginning of the race because there is no tutorial, and the number of people on the team means that no single person sees an obvious connection between their actions and the results of the car. Fix & Change: Reduce content on mobile Improve visual feedback on big screen
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Prototype Demo 2: Tap to a beat For this prototype, there is a UI onscreen, and players have to tap in rhythm to the UI. The team with a higher percentage of taps onbeat will have a faster car.
What are we testing ● Do users understand what is happening? ● Do they understand when to tap? ● Are they able to focus on the tapping and the race simultaneously? Survey Questions: 1. What do you think your actions were doing in the race? 2. Which screen did you spend more time looking at during the race? a. The Big screen b. My phone c. Equal 3. How did you know when to tap? 4. Was it easy to focus on your teams’ action cues? If not, why? 5. What was the most interesting/exciting part of this experience?
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The result of testing
Learnings: People look at the big screen more. It is hard to focus on both the race and the tapping mechanism as the tapping is too fast.
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Fix & Change: Speed of beat. Find a way to integrate the beat cues to the race. Give more feedback to the user.
Prototype Demo 3: Feature Play Testing Tap quickly VS Tap in a pattern VS Tap quickly with bits of pattern Intent: Determine which user action is more intuitive and interesting enough to keep the user engaged for a longer period of time. The Test: With 2 people holding up colored pens as signs for when and how to tap, we tried different patterns to see which one matches best with our intent using an AB testing module. Test A Tap as fast as you can Test B Tap in a pattern Test C Tap fast with breaks in which you had to tap in a pattern.
Using visual color cues to see which action is more intuitive to the user
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Learning: Just tapping fast becomes boring and tiring quickly Only tapping to a pattern becomes tedious and players lose focus on the race quickly Tapping to the same pattern also becomes tedious The best result was a mix of the two where there is a time to tap fast and then a timing to tap to a pattern.
ECAR Trailer User Testing Video prototype To include all the ideas that Formula 2 has developed currently, we decided to create a short video to visualize and showcase the instadium ECAR interactive experience. For instadium interaction, we assumed the users will have a smartphone and will be willing to use it to participate. As the draft for the final delivery video, this video was still at a relatively low quality level. It consisted of test shots, a KPOP background track (which couldn’t be used due to licensing, but is just meant to give an example of the vibe) and the demo voice over. What are we testing In this user testing, we intended to test if users understood what we were trying to showcase in the video and how they felt about the vibe of the video. Survey Questions: 1. What do you think the video is about? 2. What does the team want to show through the video? 3. Please write down 3 adjectives to describe the feeling of the video. 4. Any other comments? The result of testing Testers wrote their feedback on sticky notes and gave them back to us anonymously. Below are photos of their comments.
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Learning ● The vibe of the prototype was on the right track. ● It was a bit hard for the testers to differentiate the actual race and the ARACE virtual racing game. ● Compared to an idea showcase video, our video was more like a trailer for an AR game. Fix & Change: ● Use a holographic shader for the ARACE cars in order to make it more virtual. ● Lower the speed of the text. ● Find a way to visually distinguish between the real and interactive layer of the video.
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THE FINAL DELIVERY: VIDEO Mood Reference ● ●
2019 Monster Jam Trailer: https://www.youtube.com/watch?v=DfYdHK8BFPo Formula E Announces WorldFirst IndoorOutdoor London Race! | ABB FIA Formula E Championship: https://www.youtube.com/watch?time_continue=1&v=iV6gXPF1sew
Content ● ● ●
Ideas that we want to visualize: track unlocking, fanboost, ARACE, ECOIN system Track and cars Racing shots
Intent ● ●
Convey the vibe of the ECAR event Explain the main ideas and the experience they offer
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Storyboard ● 1.0: draft on whiteboard with basic information, quickly go through the whole ECAR event, and finalize the content we need to contain.
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● 2.0: digitally produced version with detailed information for each panel, as a final guide for the video.
Production A breakdown of technical requirements to create each shot was added to the storyboard. Considering that ECAR is an event of the future, we used Unity to build a scale of what the final event would look and feel like. By shooting within Unity, we created the base shots that we then enhanced further using After Effects and Premiere Pro to convey the fastpaced environment and thrill of ECAR. The music track was created to convey the vibe and energy of a fastpaced racing event and the shots were cut accordingly. Using moving and fixed cameras that were set up at a low angle, the shots we took were intended to showcase the speed and thrill of motorsport racing.
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The Video Edit The intent of this video is to generate buzz, curiosity and excitement while visually depicting the bigness and the ‘coolness’ of the ECAR event. Hence, the video edit uses jump cuts and lighting effects to visually depict the high energy vibe of the ECAR event. As the event takes place at night, we used high contrast video footage that was visually depthy to make the video feel more immersive to the viewer. By doing an edit that is choppy and has very sharp edits, the tempo and emotion of the video stays high throughout, capturing the users’ attention and maintaining it till the end of the video.
Production Timeline: ● Week 1: Rough Cut ○ Develop the assets to visualize each shot ○ Shoot scenes and sequences in Unity ○ Basic animation and editing in After Effects and Premiere added ○ Receive feedback and move to 2nd cut ● Week 2: 2nd Cut ○ Revise per feedback from client ○ Finalize assets and only create more on a needby basis ○ Continue refining shots in Unity ○ Test which effects are easier/faster to achieve in Unity or postproduction ● Week 3: 3rd Cut ○ All development in Unity or asset creation is completed ○ Final shots are added ○ Voiceover, foley sounds and soundtrack are finalized ○ Refine animations and effects ○ User tests and viewings of latest version ● Week 4: Final Cut ○ Review user test results ○ Complete voiceover and soundtrack ○ Edit final video ○
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Music The background music of the trailer went through several iterations before its final version. Based on the overall feel of ECAR, a minor scale song with synthesizerheavy instrument choices was needed to match the vibe of the event. The music needed to be in an EDM genre (Trap, Trance, House, Synthwave etc.) and needed to fit the video shots well. The first iteration of the song can be found here: https://soundcloud.com/jaterx/electromagnetic The final song can be found here: https://soundcloud.com/jaterx/ecartrailermusic For detailed analysis and description of the music, please refer to Sound Section in the Art & Design Document.
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