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Hackathon: Designing a Messenger Chatbot

AFL TELSTRA

Hackathon

Inaugral AFL Telstra Hackathon

AFL and Telstra collaborated together in to hold a 2 day Hackathon at AFL House

Messenger Chatbot

Our team worked to create a Messenger Chatbot. We won the Telstra award for innovation. After the Hackathon the AFL Editoral and Social teams used the learnings from the Hackathon and went on to launch the AFL chatbot for our fans. They deliver a popular AFL quiz weekly as well as news.

AFL Chatbot (Messenger)

After the Hackathon in 2017 the AFL Editoral and Social teams used the learnings from the Hackathon and went on to launch the AFL chatbot for our fans. They deliver a popular AFL quiz weekly on Friday which is taken by about 6000 people on average.

We created animated GIFs which were promoted via social media and an article to explain the chatbot to our fans.

Gaining around 800 new people a week interacting with the bot and 15,000 active weekly users.

AFL Telstra Hackathon 2.0

We found during the first Hackathon that the ratio for developer to designer was heavily leaning towards to the developers. So I floated between the teams and helped them with assets, presentations, asked questions and generally problem solved.

Design Process, Agile & Scrum

UX WORKSHOP

Process & Teams

Sprints & Scrum

The AFL development team (engineers, front-end, back-end, QA) are split into two scrum teams and work in 2 week agile sprints.

My role included working closely with the Head of Product & Development, Product Managers and Front-end &  Back-end Development teams to ensure deliverables including interface designs, prototypes, user testing and handover were delivered according the product roadmap.

At each stage of development I did design reviews with the developers and check-ins with QA to ensure consistency of the UI elements.

Agile Training

The AFL development Product & Development team consists of Head of Product & Development, Product Managers, Producers, Front-end &  Back-end Development, Dev Ops and QA. Development are split into two scrum teams and work in 2 week agile sprints.

ICAgile Certified Professional (ICP)

In November 2018 the team did a 2 days of Agile training at Elabor8.

Marvel Stadium

Marvel recently sponsored the Docklands stadium. The AFL team attended the launch party to hear about the exciting opportunities in the partnership between AFL & Marvel.

Empathy Maps & Personas

UX WORKSHOP

Empathy Maps

Overview

The AFL Match Centre drives a lot of traffic for passionate AFL fans who want to follow along with the game however it was outdated and non-responsive.

The Match Centre product required a major overhaul as the design and technology were severely outdated, making critical changes impossible. The gains from making incremental changes were minuscule or nonexistent. 

The new responsive design would allow us to add in components that were already responsively built (articles, video) and make it more commercial viable. We were also able to incorporate analytics into the new Match Centre to give us greater insights into the fans behaviour.

Client

Australian Football League (AFL)

Date

2019

Programs & tools

Presentation
Sticky notes

INVOLVEMENT

UX Workshop
Research
Collaboration

Team & My Role

The AFL development team (engineers, front-end, back-end, QA) are split into two scrum teams and work in 2 week agile sprints.

My role included working closely with the Head of Product & Development, Product Managers and Front-end &  Back-end Development teams to ensure deliverables including interface designs, prototypes, user testing and handover were delivered according the product roadmap.

At each stage of development I did design reviews with the developers and check-ins with QA to ensure consistency of the UI elements.

Final Results

Design Process

The Clubs have a growing mobile audience (55% of interactions come from mobile or tablet devices)

Fans are demanding easier access to greater content and features that currently exists solely in a desktop environmentWorld-class products ‘adapt’ for the fan. The fan shouldn’t need to ‘adjust’ to find the content they want

To offer improved commercial and partnership opportunities

Conclusion + Take Aways

Fan Feedback & iterations

AFL fans are passionate and vocal and we always receive a lot of feedback from our users and we listen.