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Participation products and experiences

A quality participant experience is key

A quality experience is the main factor that attracts and keeps people returning to sport and ensuring the products you design are informed by insights about participant needs and wants is vital to ensuring a positive experience. Not only could a poor experience turn a participant away from the activity, it could have a negative impact on their overall physical activity levels and perceptions of sport. The way people want to be active and engaged is changing and should be considered in product design. If sports don’t evolve and put participant needs at the core of design and delivery they risk losing market relevance.

Key resource

What do we mean by participation products and experiences?

Products and experiences includes the overall product design and experience delivery to a participant both on and off the field.

Products are characterised by their format and features.

  • Format - the type or style of program, number of sessions and range of activities etc. Introductory program, competition, social sports and event-based series are all examples of different participation formats.
  • Features - the product attributes. Examples include the role of the deliverer, time commitment, costs, facility and equipment requirements.

The format and features should be designed together to complement each other and deliver value to the participant.

Experience is where design meets delivery; where the designed product is delivered to and experienced by the participant. It is important to understand participant motivations and the moments that matter before, during and after the core product delivery both on and off the field, including promotion of the product, the registration process, the welcome or arrival, on field delivery and environment and follow-up communications.

What do we mean by participation products and experiences?

How can we put participants at the core of product design?

Examples of participant motivations and how they can be used to shape the design of product formats and features are outlined below. These are examples only, it is important to spend time to understand your target participant motivations as you embark on your own product design.

This concept is further explored and activated through the Design Approach.

"I want to learn some skills so I can play the game"

  • Formats to explore – introductory or 'learn to play' programs; modified games; skill progression sessions.
  • Features to consider – supportive, patient deliverers; holistic development of participants; and modified equipment to reduce barriers and encourage learning.

"I want to play sport to have fun with my friends"

  • Formats to explore – social sport products; modified games and participation events or carnivals.
  • Features to consider - relaxed deliverers who are happy to let the play happen; short time commitment, with space and time for socialising and minimal equipment to reduce the barriers for people to join.

"I get a kick out of winning and want to compete"

  • Formats to explore – competitions and leagues; competitive events and add-on skill and training sessions.
  • Features to consider – skilled deliverers that can improve participants and their team; quality facilities and the ability for participants to track achievement.

How can we put participants at the core of product design?

Product and experience design resource

This resource will support sport organisations at different points on their design journey. It will help them explore opportunities for retention and growth, identify ways to approach product design and learn from others who have tackled similar design challenges.

Opportunities

Explore potential target markets and opportunities to address recruitment, retention and transition within participation products and experiences.

Design approach

Approach and accompanying resources, developed in collaboration with VicHealth, to help design new or redesign existing participation products and experiences.

Case studies

Learn from other participation product design examples. These case studies focus on a specific Driver of Participation or action in the Design Approach.

Participation-Products-and-Experiences-Guide.pdf

If you are interested in working with Sport Australia on participation products and experiences, email the Participation Planning team at participation@sportaus.gov.au

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