Virgin SPORT asked QUALITANCE to help design a completely new business. Virgin had acquired some traditional marathons and races – but they wanted them to be more than a race. We hoped to reimagine the race from a 1-day event for elite athletes, to being 365 days a year for everyone.
Together we tested and designed a world class festival of sport. We approached the challenge with a design thinking framework. By researching how people are active, we created user journeys and defined new dimensions of experience including tools, transactions, and advocacy.
During our 2-day workshop, we had 5 teams rapid prototyping the future of active life experiences. Each team was led by a Virgin executive and supplemented with design and technology experts.We validated a host of new active-life experiences. From customer onboarding to breaking world records. People just want to be active. Some of the solutions included cutting Augmented Reality and Wearable tech.
Watch the prototyping sprint video: