ibi17 app

Objectives

After the wonderful experience of the 2016 edition, we continued the mobile project of the International BNL of Italy for the second consecutive year with the realization and redesign of the iOS and Android's official app of ibi17.

The aim of the project was to enrich the experience within the Village and beyond, consolidating the work undertaken last year with the Italian Tennis Federation and creating a dedicated channel for enthusiasts of one of the most important tennis events in the world.

Starting with the work done for ibi16, this year's project focused on consolidating the app's acquisition, profiling and retention activities. Through the monitoring and analysis of collected data we have implemented processes, mechanics and user experience aimed at offering the customer a more effective touchpoint.

Execution

The improvement of the International BNL of Italy experience for app users is a journey from afar, with key goals such as offering tennis enthusiasts a touchpoint through which knowing the results in real time, following the charts always up-to-date, discovering players in the race and scheduling their workouts, reading news and watch photos, videos, and gifs.

For the 2017 edition we have consolidated and evolved some of the features that were present last year, such as:

With the aim of increasing engagement, the interaction and the offer of services dedicated to tennis enthusiasts, we have also introduced many new applications, including:

• IBICAM to customize their photos with stickers and filters dedicated to the decades that have made the history of international tennis;
• Foro Live Blog to follow the exclusive story from the Foro Italico minute by minute;
• double language ITA / ENG;
• live statistics of 1st and 2nd level on matches;
• live tweeting to follow the social conversation.

We also implemented the management dashboard for managing CMS and Analytics, through which the customer can constantly monitor and measure:

• all useful information such as registered user and the total number of installations, the distribution for OS, devices, the application version and the registration source (native or via social login);
• the management of the quiz structure (multiple-choice questions) and purchases within the Shop;
• the control over usage data and push notification management (sending, opening).

For ibi17 we also introduced in the design and development phase:

• our Cam and Ad Quiz and Quiz Frameworks, which amplify user engagement and UGC sharing, boosting visibility and capturing the app;
• a strategy focused on the use of push notifications to engage and guide users to discovery of specific content such as match results, news, and prize competition;
• statistics about matches, players and live scores through direct integration with ATP / WTA servers that made it possible to better match the data.

The performance and results obtained last year through the development of a native application with the ability to dynamically open web content led us to replicate the same development methodology. This enabled us to create a flexible mobile touchpoint to the needs of a dynamic event such as the International BNL of Italy.

ibi17 app

ibi17: App Store Optimization