RTE Select Furious Tribe as App Partner for Sport
RTE engaged Furious Tribe to develop a new mobile App experience for the Apple iPhone that focused on Gaelic football content and marked the beginning of the Irish GAA (Gaelic Athletic Association) season.
To kick-off, the project analysed the potential customers, their motivations for interacting with the brand and their buying patterns and behaviours. Once this was completed we created personas for each of the different type of user to represent their needs, backgrounds and abilities.
We then completed a scenario and task analysis to ensure that users could complete important tasks on the App with a single tap. We analysed their business goals and aspirations for the product. We also extensively reviewed competitor products and analysed where they fitted into the work flow.
From this we devised the high level information architecture placing the most common or repetitive tasks and scenarios higher in the hierarchy of information. We designed wire-frames for each screen and interaction of the application - we used epicentre design which meant we focused on the actual interaction elements for each screen and not ancillary elements such as navigation elements and footers. At this stage all of our wire-frames were quite low fidelity meaning that we were only focused on the interaction design and not any visual design elements of the interface.
We moved through a number of design iterations, holding cross department workshops and branding sessions until the look and feel had a candy coating that was second to none.
The next step in the project was to create an interactive proto-App that linked all of the static wire-frames together. By linking the wire-frames together and simulating the user interaction and flow we were better able to understand how a real user would interact with the finished application. We moved through a number of different iterations of the proto-App along until it satisfied us, the needs of the applications users and its owners.
