Context:

SAP sponsored 49ers football team. Being a big data enterprise software, 49ers asked SAP executives to help the team with a taxing process that requires learning and analyzing thousands of collage players data: Scouting the future 49ers players! “We’re not looking for the best players, we’re looking for the best players for the 49ers. The more you can analyze data, the better decisions you can make.” – Jed York, 49ers CEO


Approach:

• In the initial phase, we embarked on a comprehensive understanding of the work life of scouts. Through in-depth interviews and contextual inquiries, we gained insights into their day-to-day activities, the data that they collect, and how they use that data. Additionally, we created a year-round journey map and meticulously analyzed the sample data they collect, as well as their ranking and reporting procedures.
• To fully comprehend the significance of the players' scores and comments collected by scouts, we observed the drafting process. This allowed us to gain a deep understanding of how the information is utilized and how it can be effectively presented to the team's general manager.
• Our design process involved multiple rounds of enhancement, including usability studies and focus groups. This iterative approach enabled us to refine and optimize the design solution for maximum effectiveness and comprehensiveness.
• A key aspect of our approach was the utilization of user-centric design methods and design thinking techniques. This facilitated a better understanding of our client's processes, fostered alignment within the product team, and established trust and empathy with end users.

Impact:

In a nutshell, our efforts resulted in the development of a bespoke software solution that delivers the following benefits:

• Real-time data tracking for scouts, enabling them to capture information on the spot.
• An analytical tool that empowers both scouts and the general manager with valuable insights at their fingertips.

Contribution:

Our contribution to this project involved employing design thinking principles to collaborate with non-tech savvy clients. By developing a custom-built solution, we enabled them to overcome industry standard processes and achieve breakthrough results.