Using mobile personalisation to enhance the user experience at large sporting events

At large sporting events (LSEs), e.g. football matches and athletics events, the user experience has been shown to be highly variable (Nilsson, 2004; Nilsson et al. 2004). Reported problems include a lack of social interaction with fellow spectators, and insufficient relevant information on the events or the sporting action taking place (Nilsson, 2004; Nilsson et al. 2004; Esbjornsson et al. 2006; Jacucci et al. 2005). A possible solution is personalisation, making the mobile application adapt to the user, ensuring that only relevant information is retrieved and presented in a way that is suitable. This thesis is devoted to studying the user experience related to mobile personalization at LSEs. It aims to investigate how personalized mobile applications at LSEs can render the user experience more active and engaging in a contextually, socially and culturally relevant way. The thesis reviews different theoretical approaches to help to understand the concepts of interest e.g. personalization and user experience (Chapter 2). Research methods are also discussed including the challenge of adapting user-centred methods into the Chinese culture (Chapter 3). This thesis investigates the user experience of mobile personalization at LSEs by following the circle of user-centred research: It starts to consider user requirements and user experience at LSEs and derives the usage patterns that personalized mobile applications could usefully support (Chapter 4). Then it explores the relevant contextual factors at LSEs which could be used to prescribe the behaviour of a personalizable mobile application (Chapter 5). Next, it describes the user-centred process used to design personalizable interfaces for mobile applications used at LSEs. Four key elements of design are considered: content, conceptual, interaction and presentation design (Chapter 6). The final outputs of the design process were two personalized mobile prototypes for Chinese users at LSEs. These included versions based on either (1) user-initiated or (2) system-initiated personalisation. Finally it investigates the impact on user experience of mobile personalization at LSEs in two empirical studies (a field experiment and a lab-based experiment) with these prototypes (Chapters 7 and 8). Mobile personalization is shown to result in an enriched user experience across a range of activities that a spectator would undertake at a large sporting event. The thesis discusses primarily the effective design of mobile personalization, the design implications at LSEs, user experience design, and research methods for Chinese users (Chapter 9). In conclusion (Chapter 10), specific contributions and avenues for future work are highlighted.