Overview
We were given the exciting opportunity to reinvent Adidas GMR, a groundbreaking insole technology that tracks soccer players' movements and connects data to the EA Sports FIFA Mobile game. However, due to the challenges posed by the COVID-19 pandemic, the concept was reimagined.
Adidas saw a chance to pivot, repurposing the target group from solo gamers to semi-professional and amateur football clubs. That's where deerstreet came in. We brought our A game, combining our skills in branding and UX design to create a fresh, holistic brand experience that truly stands out.
Adidas
Adidas, a global leader in sportswear and innovation, is renowned for pushing the boundaries of athletic performance and style. The brand seamlessly integrates technology, ensuring every product enhances the athlete's experience, helping them to achieve their best.
Redesigned screens of the Team FX app
Adidas GMR technology tracks soccer players’ movements and seamlessly syncs the data with smart devices for real-time insights.
A sensor placed inside the players’ insoles gathers detailed play data and stats, enabling performance tracking directly from the field.
Our mission was to rebrand and reposition the GMR app, shifting it from a single-player gaming tool to a full-blown team training application.
This meant completely overhauling the user experience and the brand itself. We needed to dive deep into the unique challenges football teams face, craft an engaging and cohesive user experience, and develop a brand that truly resonates with team dynamics.
We kicked things off with in-depth ideation sessions to figure out what "team" really means in the world of football training. This involved analyzing the specific needs and challenges football teams encounter and mapping out a detailed project roadmap. To make sure our designs hit the mark, we held workshops with players from the U17 Women's Team of 1. FC Nuremberg. These sessions were goldmines of insights—revealing the issues, needs, and pain points of both players and coaches.
Workshops with the U17 Women's Team of 1. FC Nuremberg helped us gain a deep understanding of players' and coaches' needs, challenges, and pain points.
The insights gathered ensured that our solutions were aligned with real-world user requirements and fostered a user-centric approach throughout the project.
With our research findings, we could build a first blueprint for the redesigned process of the app.
Challenges for Teams
Transitioning the app from a single-player to a team-based experience introduced unique challenges. Teams operate with different dynamics and requirements, necessitating a reevaluation of the features and functionalities. We identified several critical areas for improvement:
Unlike single-player experiences, teams require features that foster collaboration and enhance team dynamics. Tools for real-time communication, shared goals and collective performance tracking were identified as critical.
Teams benefit from detailed analytics that can be used by coaches to develop strategies and training plans. This contrasts with single-player games, where analytics primarily serve individual improvement.
Team training sessions require customizable features to cater to different positions, roles and strategies. Single-player experiences, on the other hand, typically focus on a uniform approach to improvement.
Teams need motivational features that drive collective engagement, such as team challenges, leaderboards, and rewards for group achievements. In contrast, single-player experiences rely on personal progression and individual rewards.
Teams benefit from feedback features that allow players to provide insights and suggestions to coaches, fostering a two-way communication channel to improve coaching methods and address team-specific needs. Single-player games usually don't include mechanisms for player-to-coach feedback.
Along with a fresh vision, we rebranded the app as Team FX. The rebranding journey involved creating a new logo and visual identity that would hit home with our target audience. We aimed to make Team FX feel modern, dynamic and user-friendly, capturing the essence of teamwork and the intensity of football training. The visual overhaul included crafting a cohesive and engaging user interface that elevated the overall user experience.
The final brand direction...
... and the creative journey which led to it
We also redesigned the packaging for the tracking tag and the insole.
Team FX has become an essential tool for over 80 ambitious amateur and semi-professional football clubs across Germany, France and the Benelux region.
We provided continuous UX sprint support to keep Team FX evolving with new features and improvements. Our agile process ensured all visual design elements remained consistent across the app, web interfaces and products. Through co-creation sessions and efficient dev-handovers, we swiftly rolled out updates and adapted to user feedback, making sure Team FX stayed a first-class app.
We created a constantly evolving design system that ensures visual consistency and adaptability across all Team FX touchpoints.
The new app includes essential features for efficient team collaboration and training, accessible seamlessly on both web and mobile platforms.
Advanced team analytics in the Team FX app empower coaches to make data-driven decisions, elevating their coaching strategies to new levels.
WHy settle
for the ordinary?
At deerstreet, we collaborate with innovators to go beyond the expected. With creative vision and technical precision, we craft solutions that elevate brands and engage users. Let’s bring your vision to life and create something extraordinary together.