Outfielders
Social computing for live sporting events
AREA
UX research
Timeline
4 weeks
Brief
This project explores how social computing can enhance the shared experience of live sporting events. The goal was to design a platform that fosters real-time interactions among attendees by leveraging natural fan behaviors, like cheering, friendly competition, and social banter.
PROBLEM STATEMENT
Live sports bring people together, but many fans engage in isolated experiences, whether attending in person or watching from home. While cheering and friendly competition are core aspects of sports culture, there is no dedicated platform that enhances these interactions in a structured, engaging way. This project seeks to bridge that gap by designing a co-located, synchronous social platform that strengthens community engagement during live events.
OBJECTIVES
Build a co-located, synchronous social computing experience
Design a social computing platform that facilitates live interactions, allowing fans to engage with each other in the moment.
Inclusive and accessible participation
Ensure the platform is intuitive and welcoming for all fans, regardless of experience level or team affiliation.
Encourage social interactions
Incorporate features that promote friendly competition, discussion, and connection among attendees.
Field research
To design a platform that truly enhances live sporting events, we conducted field research by attending baseball games and observing fan interactions in real time. This hands-on approach provided critical insights into the diverse ways people engage with the game and each other.
Key Insights
Stadium layout influences social interaction
The density of the crowd and stadium seating played a major role in engagement. Fans seated in the outfield interacted most when a ball was hit toward them, while those near home plate were consistently engaged with both their neighbors and nearby players.
Most fans actively engage with the game
Cheering, predicting outcomes, rooting for home runs, and heckling were common behaviors, showcasing the social and competitive nature of live sports.
Some fans prefer a less intense experience
A smaller subset of attendees were less engaged, sometimes appearing intimidated by louder fans or overwhelmed by the intensity of game-day energy.
Competitive analysis
Real-money gambling creates barriers for younger fans
Most fantasy sports apps rely heavily on real-money gambling, excluding a large portion of younger fans due to online gambling restrictions.
Current platforms cater to experts, not casual fans
Many existing platforms require users to have extensive knowledge of the sport to participate, making them intimidating for newcomers and casual viewers.
Lack of co-located and synchronous social interaction
None of the existing platforms offered a co-located, synchronous experience that enhances in-person engagement at live games.
USER INTERVIEWS
To develop a user-centered solution, I conducted interviews with 30 students to better understand their experiences at live sporting events. I focused on their engagement levels, frustrations, and the ways they naturally interact with the game and other fans.
INSIGHT
Socializing over spectating
Users primarily attend games to have fun with friends. While they enjoy the excitement of cheering, many dislike the more aggressive aspects of trash talk and intense yelling.
NEED
Casual social interactions without negativity
A space where fans can engage in fun, lighthearted competition without the intimidation of excessive heckling.
INSIGHT
Disengagement during pauses
Baseball’s frequent breaks in action often leave attendees bored, leading them to check their phones instead of staying immersed in the game.
NEED
Easy ways to stay engaged in gameplay
A simple and accessible way to keep thinking about the game, even when the action slows down.
INSIGHT
Love for competition
Fans enjoy making predictions about the game’s outcome and take pride in being right, reinforcing the appeal of competitive elements.
NEED
Structured, friendly competition with meaningful stakes
An outlet for competitive engagement that introduces real incentives, encouraging participation in a positive and civil way.
Key takeaways
This project provided valuable insights into how social computing can enhance fan engagement during live sporting events. The research process allowed me to deeply understand the needs and behaviors of fans at games — key findings, such as the importance of providing a space for friendly competition, the need for engagement during game pauses, and the desire for a more inclusive and less intense environment, helped shape my approach to creating an ideal platform. By conducting field research, user interviews, and a competitive analysis, I learned the significance of blending different research methods to uncover real user needs and gaps in the market. Ultimately, this project reinforced the importance of user-centered design, especially when considering how social interactions and digital experiences can be woven together to create more engaging and enjoyable environments.