Nabd: Al Nassr FC's Fan Sentiment Analysis Tool

The primary goal of this UX design case study is to develop a user-friendly and efficient Fan Sentiment Analysis - Nabd, for Al Nassr FC's marketing team. Nabd should provide actionable insights into fan sentiments, preferences, and opinions, facilitating informed decision-making for targeted marketing campaigns and fan engagement strategies.

To kickstart the UX design process, the team conducted user research to deeply understand the stakeholders involved, their needs, and their pain points. The research included:

• Interviews with Al Nassr FC's marketing team members: The team interviewed marketing personnel to understand their goals, challenges and desired outcomes from the "Fan Sentiment Analysis" tool.

• Surveys and feedback from Al Nassr FC's fans: An online survey was conducted to collect data on fan's preferences, interests, and sentiments. Feedback was also gathered through social media channels and fan forums.

Our proposal, "Nadb (نبض)," - a fan sentiment analysis tool, offers a comprehensive solution to assist Al Nassr FC in understanding and utilizing fan sentiments for targeted marketing campaigns and improved fan experiences. The core features of our solution comprise the following:

• Dashboard Overview: A visually appealing and informative dashboard overviews key fan sentiment metrics, allowing the marketing team to grasp the overall sentiment landscape quickly.

• Real-time Sentiment Analysis: Leveraging advanced natural language processing (NLP) techniques, the tool analyzes fan sentiments in real time across various channels. It provides sentiment scores and categorizes them as positive, negative, or neutral, enabling instant insights.

• Sentiment Trends and Insights: The tool enables the marketing team to track sentiment trends over time and identify the factors influencing sentiment shifts. This feature helps understand the impact of events, player performances, or campaigns on fan sentiment.

• Fan Preferences and Opinions: Through surveys, feedback forms, and social media interactions, the tool allows the collection and analysis of fan preferences and opinions. This data empowers the team to tailor marketing campaigns and fan engagement strategies accordingly.

• Personalization and Targeting: The tool provides segmentation capabilities based on fan preferences, facilitating personalized experiences and targeted campaigns. It helps identify specific fan segments for promotions, merchandise, or events, resulting in a more impactful engagement.

• Notifications and Alerts: Timely notifications and alerts are sent to the marketing team when significant fan sentiment shifts occur, or specific sentiment thresholds are reached. This proactive feature enables prompt responses to emerging trends and issues.

Our proposed solution combines innovative AI concepts, such as real-time sentiment analysis, sentiment trend analysis, and fan preference analysis, to provide actionable insights that drive effective marketing decisions. With this tool, Al Nassr FC can optimize its fan engagement strategies, create personalized experiences, and maximize fan satisfaction.

The focus on lightweight user interface design was prioritized to enhance the user experience. Leveraging the information architecture as a guiding framework, the team proceeded to develop wireframes and interactive prototypes of the tool's diverse screens. This approach enabled stakeholders to comprehend the user interface visually and facilitated the collection of valuable feedback, leading to iterative refinements in the design process.

Sign in

The sign-in page for Al Nassr FC is designed with a clean and modern aesthetic, aligning perfectly with the recently updated design guidelines. Users can easily enter their email and password on this page, and there is also a convenient flow for users who have forgotten their password. It's important to note that user credentials and access privileges will be managed by a super-user, ensuring that the sign-in page is exclusively available for internal access.

Dashboard overview

The dashboard features a simple and clean user interface, prioritizing effective data visualization. Users can navigate through various sections on the side navigation, including the dashboard overview, trend discovery, reports, targeting and personalization, lexicon management, notifications, and account preferences. The top navigation allows users to communicate and monitor the status of other users. Additionally, a calendar is available for scheduling, and users can view the real-time sentiment score. The dashboard offers the option to download data in report format. Key insights include the total number of responses, responses by different sources and integrations, and live sentiment trends displayed using a line graph. Sample responses and the performance of published lexicons are also included. Furthermore, a map view presents the geographical distribution of responses. As users scroll down the dashboard, they can access sections for analyzing personalization, targeting, and lexicon performance through tables and other visualizations. The design provides flexibility, allowing users to rearrange and prioritize sections according to their preferences.

Phrasal analysis

Nabd incorporates dynamic and contemporary data visualization elements, including a bubble chart for phrasal analysis. This interactive chart lets users explore real-time trending phrases and lexicons, providing a deeper understanding of the associated responses. The bubbles in the chart are categorized into positive, negative, and neutral attributes, allowing users to identify and evaluate the sentiment expressed in the responses quickly.

Lexicon profiles

The lexicon management menu allows users to create AI-powered lexicon profiles with ease. Currently, five profile options are available: sentiment analysis profile, behavior-based profile, topic-specific profile, custom profile, and trending profile. Users can follow a step-by-step process to set up their desired profile by selecting the data sources, entering profile details, and modeling automated sentiment categories and keywords. Once created, users can review and save the lexicon for publishing. Additionally, users can share the lexicon with their connections and schedule it for future publication.

The team conducted iterative feedback sessions with stakeholders, including the marketing team and potential users, to gather their input and refine the design. Feedback was collected through usability testing, surveys, and one-on-one interviews. The insights gained from these sessions helped shape the final design of the Nabd.

The tool provides Al Nassr FC's marketing team with valuable insights into fan sentiments, preferences, and opinions. By leveraging data-driven decision-making, the club can create targeted marketing campaigns, capitalize on fan attention, and enhance the overall fan experience. Through an iterative design process and continuous user feedback, the UX team ensured that the tool met the needs of both the marketing team and the diverse fan base of Al Nassr FC.