eye4talent An internship with various UX/UI tasks and new proposals for the eye4TALENT family of products. Website: e4talent.com Services: App Design, Branding, Product Development, Strategy, UI, UX, Web Design Brief The startup eye4talent was trying to find the best product/market fit. A proposed concept adapted around the player target group propelled the development and go-to-market approach in line with the company’s overall strategy. Problem & Client Goal Throughout my internship period at eye4talent, I experienced, alongside with my partner Mikkel Toke Sørensen, that the company, as many startups, found themselves in a situation trying to find the best product/market fit. The company was open to let us come with recommendations on how to get a better fit by focusing on bringing the idea of a player universe that already existed within the company to a specific strategy. Furthermore, we had to take into account that the solution should be a digital solution that could be implemented with the company’s present talent development platform. It had to engage players to take ownership of their own development. The company also wished for the three key values: “Ownership”, “Reflection” and “Feedback” to shine through in the final product. We decided to use the case as our main focus for our BA thesis. Process In order to do so, we used a service design thinking approach to identify how the company could get a better product/market fit, the tendencies in the market, the best possible target group for our new product and how to engage the users of it. We made a thorough internal analysis of the company to find out how to get a better fit with the new product. After that, we made a market analysis to map out and benchmark the nearest competitors. That analysis showed a possible gap in the B2C market. In order to verify that possible gap, we conducted a stakeholder analysis of 7 different kinds of stakeholders in the football environment. Both the qualitative and quantitative insight from the analysis verified the gap, which led to a proposed new strategy: “To create the solution called The Player Universe, that engages players, through motivational self-tracking features, to take ownership of own development.” Proposed Concept The following is the proposed recommendations for the Player Universe. It was addressed to the players in football clubs. It consists of eye4talent’s present web application “The Talent Bank” and a mobile application for the players’ smartphones. The web-based Player Universe is the player’s dashboard, where they can individually access, monitor and track their development over time. The web application is accessible through exactly the same login screen as The Talent Bank as it uses the same backend framework. The players have unique logins that are linked to Player Universe. The features are simply addressed to the players instead of the scouts. The mobile application is called “4Player” and joins “4Scout” in eye4talent’s suite of mobile apps. It is the player’s Player Universe on the go. Proposed Desktop Features Dashboard Dashboard with widgets, where the user can customize which features to have in focus. Basic Information Basic information about the individual player such as birth date, height, weight, preferred foot, player position(s) and additional information such as contact details, etc. Calendar A calendar, where the player can get an overview of upcoming training sessions, tests and matches. Development Plan A development plan, where the player (and their coach or parent) can set short and long term milestones. This is, together with the stats feature, the place where the player can self-track their development. Stats Statistics, where the player can track their development over time in the areas of strength, technique, mentality and tactics. In this feature, the player can reflect their performance, highly valued to the client. Video Analysis Tool Video Analysis Tool, where the player can see and analyze their own actions from matches or training sessions. This feature speaks highly for the reflection element. This area works together with the analysis tool on the mobile app. Chat Chat function, where the player can have a dialogue with, and get feedback from the coach, which was highly valued by the client. Player Handbook A player handbook, tailored by which competency profile the players have. The competency profile is determined by the player's main position. Furthermore, there are video lessons for self-training divided into three groups: technical, physical and injury preventing. Tooltips Tooltips, containing guidance about the functions in the web application. Wireframe and mockup of dashboard Proposed Mobile Features Calendar A calendar, where the player can get an overview of upcoming training sessions, tests and matches. Development Stats Development statistics, where the player (and their coach or parent) can enter test results and track their development over time. Analysis Tool Analysis Tool, that the player can use to enter and send data into the video analysis tool in the web application. Video Lessons Video lessons for self-training. These videos will be divided into three groups: technical, physical and injury preventing. Basic Information Basic information about the individual player such as birth date, height, weight, preferred foot, player position(s) and additional information such as contact details, etc. Chat Chat function, where the player can have a dialogue with, and get feedback from the coach, which was highly valued by the client. Tooltips Tooltips, containing guidance about the functions in the mobile application. App screen mockups A unified visual identity across all touchpoints During my time with eye4talent, we adapted the look and feel in order to unify the visual identity of the company across all touchpoints. The most crucial touchpoint to redesign was the website as it was the main touchpoint for inbound traffic. Here it was important to gather the main message on a one-page frontpage and tell how the products could help potential clients. Updating the trademark Logo Description When I started at eye4talent, the colors of their logo had an issue with a gradient that didn’t apply well on print materials and the logo colors not matching their app. In order to give the company a uniform identity across all touchpoints, we removed the gradient and changed the colors of the original logo from black and turquoise to dark teal and teal. We tried out another and simpler version of the logo with only the “e” letter, but the shape of the logo remains the same as the original due to trademark reasons.