Developing Design Thinking and Strategic Innovation Skills
GEELONG FOOTBALL CLUB
Australian sport is entering a new era where cultural acceptance of gambling is waning and communities expect sporting clubs to be societal role models. For the Geelong Cats the decision to step away from gaming threatened to leave a sizeable gap in their revenue. To counter this they needed to think differently and find truly user-centric solutions.
DESIGN THINKING • STRATEGY • HUMAN CENTRED DESIGN
THE OPPORTUNITY
How might the Geelong Cats identify user-centric strategies to offset gaming revenue losses, align with shifting societal values on gambling, and strengthen their role as community role-models in the evolving landscape of Australian sport?
OUR APPROACH
Neu21 designed and delivered two training workshops for The Geelong Cats, teaching them the foundations of strategic and design thinking. Throughout the workshops, the participants applied the learning to their business challenge identifying new member needs and experimenting and testing new solutions.
The Results —
The team learned skills like empathy mapping, user experience mapping, rapid ideation and creativity techniques, innovation portfolio management, prototyping, experimentation and testing.
Skills Development
Mindset Change
They shifted their mindset to be more outward looking and growth-minded.
Conduct their own design research. Analyse the data for themes and identify true user needs and expectations.
Research Analysis
Generate ideas rapidly. Develop low fidelity prototypes ready to test iteratively without much investment.
Rapid Prototyping
The strategic nous to prioritise projects against a number of pertinent business criteria
Strategic Prioritisation
User-centred
Keep members at the centre - ALWAYS!
“Neu21 have exposed the Cats to a new way of thinking. Neu21’s approach to innovation has enabled us to elevate the voice of our members and supporters as we develop and execute our strategies.”
Jonathan Lee
Strategy and Insights Manager
