Red Bull Transforms Sports
with Augmented Reality
New Post Launch Downloads
Avg Increased Minutes Per Session
Turning Disappointing Trips into Immersive Augmented Reality (AR) Experiences
Billi arrives at Virgin, Utah, the Mountain Bike Mecca, eager to relive Rampage 23. Pulling out their phone to watch the event, they struggle to find any recognizable features. After six hours of driving, disappointment sets in—until a notification announces a new app update. With a quick click, Billi discovers the Red Bull Augmented Reality Experience. Instantly, the trip transforms as the app provides AR directions to key spots and lets Billi watch the event with AR riders as if it were happening live. This update not only salvages the trip but also deepens Billi's appreciation for Red Bull, Rampage, and the brand's innovative approach to sports and technology.
Enhancing the Red Bull App with Augmented Reality (AR) for Immersive Experiences
Develop an updated version of the Red Bull app featuring an AR section that allows users to view their favorite sporting events or significant sporting moments through augmented reality replays. When users are at the event location, the app will guide them with AR arrows to direct them to key spots and enhance their on-site experience.
Boosting Tourism, and Revenue While Securing Market Leadership
Developing and implementing this AR technology can extend beyond sporting events, boosting tourism and education. It will increase fandom and create new revenue streams for venues and nearby businesses like hotels, restaurants, gas stations, and nightlife. As the first to launch this technology, Red Bull will enhance brand loyalty and maintain its position at the forefront of innovative sporting event experiences. Once the proof of concept is established, the technology can be licensed to other sport’s franchises , entertainment companies, and other industries, expanding its impact and revenue potential.
Revolutionizing Sports Viewing
Success will be measured by tracking the increase in Red Bull TV app downloads and the average time users spend engaging with the app. The baseline numbers are 5 million downloads on the Google Play Store, 4 million downloads on the Apple App Store, and an average user engagement time of 5-10 minutes per session.
Integrating AR to Revolutionize User Experience & Event Viewing
I initiated the project with comprehensive user research by examining reviews on app marketplaces. The feedback highlighted a desire for a more immersive experience, leading me to conclude that AR integration would significantly enhance the Red Bull TV app.
Recognizing that most users accessed the app on their mobile phones, I decided to prioritize mobile AR technology. This approach ensures easy adoption and lays the groundwork for future AR and VR advancements as these technologies become mainstream.
Key Implementations
- Mobile Integration:
Users can utilize their phones to access the app, receive AR directions to event locations, and view augmented reality replays of events and tricks as if they were happening live. This feature also allows recording sessions for memories or social media sharing.
- AR Glasses and Goggles Integration:
For a more immersive experience, users can use AR glasses or headsets to navigate event locations and view augmented replays. This feature aims to build user confidence in adopting AR and VR technologies.
- Desktop Review Integration:
Users can review their sessions on mobile and desktop platforms, share their experiences on social media, and live stream their events for others to watch.
Addressing User Pain Points
To identify the critical pain points users were experiencing, I mapped out the current state user journey. This analysis revealed significant gaps in user satisfaction and engagement. Using these insights, I designed an AR-enhanced user journey that directly addressed these issues. The new platform aimed to fill the gaps by providing immersive and interactive event experiences that the previous version lacked. This approach not only enhanced the overall user experience but also positioned the Red Bull app as a leader in leveraging AR technology for sports and entertainment.
Pain Points
• Fear of Missing Out (FOMO) Due to Inability to Attend Live Events
• Difficulty Pinpointing Exact Event Locations
• Frustration Leading to Abandonment of Efforts
• Disappointment and Perception of a Wasted Time
Enhancing Usability and User Delight Through Iterative R&D
I designed high fidelity mockups and created prototypes for conducting usability testing. Feedback from these tests revealed a preference for an easily accessible button to activate and deactivate AR mode. An A/B test with two different designs showed unanimous user preference for the button placed at the bottom of the screen.
After several design iterations, I developed an intuitive interface that delighted users. The final design was not only easy to learn, with clear signifiers indicating when users were in AR mode, but also memorable, encouraging users to return. The second round of usability tests yielded a 100% satisfaction rate.
Snarf First Usability Test Screens
• Insufficient Contrast
• Bad or non existing iconography
• Insufficient Contrast
• Hard to read chart
• Bad or non existing iconography
• Insufficient contrast
• Cant look at previous snow report
• Bad or non existing iconography
Snarf Screens After Addressing Pain Points
• Created colored icons for better contrast
• Added help icons
• Added color to the charts for better contrast
• Created a more readable chart
• Added help icons
• Added color to the icons to signify users where they are at
• Created a last 7 days summary to help inform users of snow conditions to increase safety
• Added help icons
• Increased contrast
• Color Signifiers for previous week and upcoming week's snow summary
• Added help icons
• Created iconography and a color change to signify what mode users are in
• Created iconography for climbing locations and color signifiers to alert users of locations weather
• Created iconography and a color change to signify what mode users are in
• Created iconography for backcountry locations and resort locations increasing usability
Project Gallery
AR Experience User Flow
Prepare for your adventure! Start your journey to the Mountain Bike Mecca with step-by-step directions and activate the AR Experience to enhance your trip.
Explore the updated home screen featuring a dedicated Augmented Reality Experience section. Access your profile easily from the top left, offering a seamless and familiar user interface.
Discover a variety of AR features and experiences tailored for you. Easily browse by sport or explore different categories to find your perfect adventure.
Relive iconic moments as if they're happening right around you. Experience past events in real-time and connect with a community that shares your passion for biking.
Explore past events across various categories. Even if you're not at the location, enjoy a limited AR Experience that brings key moments and highlights to life.
At historical event locations? Use AR directions to navigate directly to iconic spots and relive monumental moments as if they were happening live.
Ensure your safety by scanning your environment. The AR system learns your surroundings to provide accurate directions and highlight potential hazards.
Follow the green dots and arrows to navigate to the finish beacon. Unlock the full AR Experience mode when you arrive at your destination.
Upon arrival, users are prompted to choose their preferred AR viewing method—phone, glasses, or headset—for a more immersive event experience.
To activate the AR Experience in the new location, users perform a quick 360° environment scan. This ensures accurate AR integration and enhances the immersive experience.
Users can easily toggle AR mode on and off, with options to record videos, take photos, or selfies. Capture memories and share them to amplify the social aspect of the app.
With a simple tap, activate the AR mode and be instantly transported to the heart of Red Bull Rampage or any event of your choice.
Easily toggle the AR mode on and off to switch between real-world views and augmented reality.
Experience past events as if they are unfolding right before your eyes. Enjoy VIP access to the action with AR, bringing you the best seat in the house.
Appreciate the transformative power of AR by toggling off to see the real environment, then back on to witness how AR reimagines the space with live event elements.
Enhance your sense of community and inclusivity by viewing special moments like award ceremonies in augmented reality, making every moment unforgettable.
Enhance your experience by sharing it with the world! Easily upload your AR adventure to social media and help spread the excitement.
Choose your preferred sharing platform—upload your AR experience directly to your phone or share it instantly on your favorite social media apps.
Thank you for sharing! Keep exploring more AR experiences within the Red Bull app or head home to choose another activity. Your journey doesn't have to end here.
Wrap up your adventure and head home, filled with excitement and new appreciation for Red Bull's AR experience. Share your journey with friends and plan your next outing!
Main User Flow
A brief description of Snarf and Top Snow Forecasts
To navigate the website.
To locate spots, cams, resorts and stations.
To save their favorite spots.
To let users know what to expect in the next week.
To inform users with a more detailed weather analytics.
To better inform users with more in depth metrics.
With hourly graphs to give up-to-date life saving avalanche information.
With a link to the closest avalanche center.
Where users can get an even more in depth look at the avalanche danger report.
User Engagement Skyrockets. New AR Feature - 9M to 20M+
The introduction of the AR feature led to a significant increase in Red Bull app downloads and user engagement. Before the update, the app had 5 million downloads on Google Play Store and 4 million on Apple App Store, which skyrocketed to over 20 million downloads post-update.
Users' average time spent on the app increased from 5-10 minutes to 30-45 minutes per session. Specifically, the AR Experience section saw users spending an average of 45 minutes exploring AR features.
Red Bull has surged to the number one sports franchise, with their stock skyrocketing due to the successful licensing of their AR technology to major organizations like the NFL, MLB, NHL, History Channel, Coachella, and many other entertainment enterprises.
Embracing AR to Revolutionize Sports and Entertainment
Throughout the development of this concept, I explored various directions but ultimately chose the path I believe will best introduce augmented reality to the sports and entertainment world. This technology is inevitable, and it’s only a matter of time before a major innovator successfully brings it to life. With endless possibilities for exponential expansion across multiple industries, I am excited about its potential and hope that this case study inspires the same enthusiasm in you.
Introducing Cutting-Edge AR Technology to the Sports World
As a pioneering technology, it was challenging to conceptualize an idea that pushes boundaries without being too ahead of its time, risking failure before widespread adoption. The key was finding the perfect balance to introduce AR to the sports and entertainment world using familiar technology that users are already comfortable with. This approach ensures the concept is innovative yet accessible, opening the door to augmented reality in a way that aligns with current user capabilities and expectations.
AR Technology Enhancing Athlete's Training and Safety
The future of this AR technology extends beyond spectators to athletes actively participating in sports. By utilizing AR, athletes can receive real-time guidance on the best lines to ride, optimal angles for approaching obstacles, and recommended speeds for different maneuvers. Additionally, the technology can perform equipment safety checks, ensuring athletes are using their gear correctly and safely. This advancement will not only help athletes improve their performance but also significantly enhance their safety, benefiting the entire sports community.
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