A Digital Partnership Proposal for Vodafone McLaren
Project Overview:
This project involved creating a compelling pitch for VML London to become the digital partner of the Vodafone McLaren Formula One (F1) team. The goal was to showcase how an enhanced digital experience could cater to the needs of both trackside and at-home F1 fans, pushing the boundaries of technology at the time.
Target Audience:
The project focused on two primary audience segments:
- Circuit Spectators: F1 fans attending races in person, seeking immersive and interactive experiences to complement the live action.
- At-Home Viewers: Fans following races remotely, desiring deeper engagement and a sense of connection to the team and the sport.
Research Process:
- Understanding F1 User Needs: We conducted user research into the needs and pain points of F1 fans, both at the circuit and at home. This focused around information access, engagement with the team and drivers, and the overall race viewing experience.
- Competitive Analysis: Analysed the digital offerings of other F1 teams and partners to identify potential areas for differentiation and innovation.
Ideation and Design:
- User Personas: Based on research, persona types were created we likely created user personas representing different F1 fan types (e.g., tech-savvy millennial, data-driven analyst, die-hard team supporter).
- Brainstorming Sessions: Through brainstorming sessions with the product owner, Art Director, and Copywriter, we explored innovative ideas for a digital experience that caters to the needs of both circuit and at-home audiences. Sketches and drawings were created to visualise the experience as well as project scoping to detail the feasibility of delivering the concepts.
Pitch Development:
- Ambitious Vision: The resulting pitch presented a future-looking vision for the Vodafone McLaren digital experience incorporating elements like:
- Circuit Enhancements: Real-time data visualisation through AR apps, interactive driver pit lane experiences, and immersive social media integration.
- At-Home Innovation: Personalised race viewing experiences with real-time driver telemetry, behind-the-scenes access, and interactive fan communities.
By combining user research, innovative design thinking, and a focus on cutting-edge technology, this project aimed to create a future-rich vision for the Vodafone McLaren digital experience, placing fans at the center of the Formula One experience.
Diagram of the ecosystem where advancements in technology would operate
At F1 Circuit interactive data visualisation screen for use by the media and exclusive F1 fans
Mobile phone app to increase fan engagement
Displaying how the app can bring together different fan experiences and data across the F1 weekend