CASE STUDY

RED BULL
APP UI/UX

OVERVIEW

The research and development of "Alternative Sports 360°" were deeply inspired by my own journey as a professional skysurfer, where I competed for Team Austria in World Cups and European Championships. My experience at ESPN as a Media Liaison for the X-Games, along with my early work in blogging and vlogging before the terms were even coined, provided a unique perspective on the alternative sports world. The concept was further refined during the Axel Springer Media Entrepreneur Competition in Berlin, where it garnered the attention of Red Bull. I collaborated closely with Hannes Harborth from Red Bull Media House, leading efforts in user interface development, low-fidelity prototyping, and business strategy. This collaboration culminated in an app experience, cohesive brand guidelines, and a detailed business plan for "Alternative Sports 360°," positioning it as a unique platform for multi-sport enthusiasts.

SCOPE

This project covered the full lifecycle of app development, from conceptualization to final execution. My responsibilities included designing the user interface, prototyping, and ensuring seamless user interactions. Additionally, I authored the entire business plan, collaborating closely with Red Bull’s team to maintain both business alignment and product innovation. I also developed the brand guidelines to ensure consistency across all touchpoints.

CHALLENGE

One of the key challenges was creating a product that not only met Red Bull’s high expectations but also resonated with the app’s target audience. Designing an intuitive yet engaging user interface while maintaining branding consistency presented a complex balancing act. Additionally, collaborating remotely with a corporate entity like Red Bull required effective communication and alignment on both creative and strategic fronts.

APPROACH

I began by refining my product concept into a working prototype, iterating on user flows and interactions through Adobe Illustrator and Photoshop. Collaborating with Hannes Harborth and the Red Bull team, we aligned the business and design vision to create a product that met market needs. This included designing wireframes, producing high-fidelity prototypes, and setting up a comprehensive set of brand guidelines to ensure brand coherence.

IMPACT

The project successfully transitioned from concept to a market-ready app, with Red Bull embracing my vision and execution. The app's user interface provided a seamless and visually compelling experience, resulting in a strong reception from the target market. My design ensured both usability and alignment with Red Bull’s dynamic brand, while the business plan provided a roadmap for commercial success.

HOW IT BEGAN:

The research and development of "Alternative Sports 360°" were deeply inspired by my own journey as a professional skysurfer, where I competed for Team Austria in World Cups and European Championships. My experience at ESPN as a Media Liaison for the X-Games, along with my early work in blogging and vlogging before the terms were even coined, provided a unique perspective on the alternative sports world.

My journey as a professional skysurfer, where I competed for Team Austria in World Cups and European Championships.

My experience at ESPN as a Media Liaison for the X-Games.

HOW IT BEGAN:

The Axel Springer Media Entrepreneur Competition in Berlin was a turning point for Alternative Sports 360, as it provided a platform for my product concept to be recognized and picked up by Red Bull.

Where it all started! Axel Springer Media Entrepreneur

...which later became to be known as Travelbook at the Bild Zeitung (still there to this date)

STEP 1:

The research I conducted behind the "Alternative Sports 360°" is both extensive and strategic, aimed at understanding the alternative sports market, its audience, and competitors. Key aspects of the research include:

Market Trends and Growth: The proposal references the rapid growth of extreme sports, especially since the success of the 1995 X Games. It highlights the demographic shift towards alternative sports, showing how younger generations increasingly prefer individualistic, high-intensity sports over traditional team sports. This insight is supported by data from sources like the Sporting Goods Manufacturers Association and various studies that track sports participation and market size.
Audience Insights: The team conducted surveys, interviews, and market analysis to understand the target audience. The feedback from over 125 respondents—ranging from professional athletes to amateur enthusiasts—was critical in shaping the editorial approach. These respondents provided detailed input on their sports preferences, spending habits, and gaps in existing media coverage.
Competitive Analysis: The proposal includes a thorough competitive analysis of similar platforms, apps, magazines, and websites. It compares leading players such as "Red Bulletin" and "Outside Magazine," analyzing their audience focus, editorial content, and advertising strategies. This competitive landscape helps position "Alternative Sports 360°" as a unique, comprehensive source catering to all levels of alternative sports enthusiasts.
Advertising and Sponsorship Opportunities: Extensive research went into potential advertising models, exploring sponsor partnerships linked to specific sports and activities within the platform. The team studied similar advertising strategies used by competitors and identified opportunities for monetization, such as sponsored gear, product placements, and local store partnerships.
Editorial Validation: To ensure the content resonates with the target demographic, interviews were conducted with industry leaders and enthusiasts. This validation process confirmed the need for a comprehensive, multi-sport platform that serves the beginner, intermediate, and expert segments, emphasizing an adult market underserved by existing publications.

The research behind "Alternative Sports 360°" focused on understanding the growing appeal of extreme sports.

I developed a comprehensive vision for the app, focusing on creating an intuitive user interface that could effectively meet both Red Bull's high standards and the needs of a broader consumer market. My role in the project began with concept development, where I submitted ideas and prototypes that outlined key user flows and interactions.

STEP 2:

The origins of the Alternative Sports App Idea

STEP 3:

During the project, I was responsible not only for the creative aspects but also for writing the entire business plan. Working closely with Hannes Harborth from Red Bull Media House, we developed a strategy that aligned the product's technical goals with broader business objectives. The UI design was key to creating a smooth user experience, where I translated wireframes into fully functional prototypes, testing user flows and refining interactions to maximize efficiency and engagement.

STEP 4:

Brand consistency was essential throughout this project, and I developed detailed brand guidelines to ensure the app's identity aligned with Red Bull’s dynamic and energetic image. These guidelines covered everything from typography to color schemes, ensuring a cohesive visual language across all touchpoints.

OUTCOME:

After a series of successful meetings and promising feedback, the project with Red Bull was left in a state of limbo. According to Hannes Harborth's latest message, while the reception to the concept was “very positive”, internal conflicts with other projects delayed a final decision. The project hasn't been canceled, but it also hasn’t moved forward definitively. Red Bull needs additional time to resolve conflicts with other ongoing initiatives. Hannes proposed meeting in San Francisco for a more in-depth discussion about next steps, emphasizing that the project remains in a holding phase rather than reaching a conclusion.

If you're curious about what skysurfing looks like, check out my old promo video. Enjoy!

VIEW MY OTHER PRODUCT CASE STUDIES

RED BULLAPP UI/UX