Improving the Service Offering of European Football Organizations Through Service Design: A Theoretical Implementation of Digital Best Practices From Esports
Translated title
Forbedring af serviceydelserne i europæiske fodboldorganisationer gennem service design: En teoretisk implementering af digitale best practices fra esport
Author
Karger, Christian
Term
4. term
Education
Publication year
2023
Submitted on
2023-05-16
Pages
80
Abstract
This thesis investigates how European football organizations can improve their service offering and user experience by implementing digital best practices from esports through a service design lens. Motivated by shifts in sports spectatorship technology and the rise of esports, which make passive TV viewing insufficient for some users, the project applies the Design Thinking process and combines desk research and benchmarking, ecosystem mapping of football and esports, a quantitative survey, qualitative user‑centered and expert interviews, touchpoint and journey analyses, personas, ideation, low‑fidelity prototypes (wireframes), and concept testing. The outcome is a theoretical implementation and final concept indicating viable ways to increase fans’ emotional engagement and experience: providing access to casual football content, enabling communication with players, and offering a higher level of participation in the service (e.g., suggesting and voting on content, signing up for interactions, and asking questions). The work is scoped away from on‑field factors such as outcome uncertainty and performance and focuses on the service experience; user and expert insights and test findings inform iterative design decisions. The thesis offers a structured, user‑driven pathway for translating esports‑inspired digital practices into fan‑facing services in European football.
Denne afhandling undersøger, hvordan europæiske fodboldorganisationer kan forbedre deres serviceudbud og brugeroplevelse ved at implementere digitale best practices fra esport med et servicedesign-udgangspunkt. Baggrunden er ændrede teknologiske muligheder for sportsforbrug og et voksende publikum for esport, som gør passiv tv-seening utilstrækkelig for nogle brugere. Projektet anvender Design Thinking-processen og kombinerer litteratur- og benchmarkanalyser, kortlægning af økosystemer i fodbold og esport, en kvantitativ survey samt kvalitative, brugercentrerede og ekspertinterviews, touchpoint- og brugerrejseanalyser, personaer, idéudvikling, low-fidelity prototyper (wireframes) og koncepttests. Resultatet er en teoretisk implementering og et endeligt koncept, der peger på levedygtige greb til at øge følelsesmæssigt engagement og brugeroplevelse for fodboldfans: adgang til uformelt fodboldindhold, mulighed for at kommunikere med spillere og en højere grad af deltagelse i serviceoplevelsen (fx foreslå og stemme på indhold, tilmelde sig interaktioner og stille spørgsmål). Projektet afgrænses fra sportslige forhold som resultatusikkerhed og præstation og fokuserer på serviceoplevelsen; bruger- og ekspertindsigter samt testfund informerer de iterative designvalg. Afhandlingen giver en struktureret, brugerdrevet vej til at overføre digitale praksisser fra esport til fodboldorganisationers fanrettede tjenester.
[This apstract has been generated with the help of AI directly from the project full text]