UNDER ARMOUR SOCIAL COMMAND CENTER

Under Armour, based in Baltimore, MD, embarked on a modernization initiative for their Executive Hall, a pivotal space serving as a team gathering area and the primary pathway for executives to access their offices.

To elevate their digital presence and enhance brand communication, Under Armour engaged Sprinklr to implement a Social Command Center across 12 vertical screens. The objective was to effectively showcase Under Armour's social media activities across various channels.

ABOUT UNDER ARMOUR

DISCOVERING THE NEED

Under Armour, a globally recognized brand, was experiencing a lack of attention towards critical social media conversations, both surrounding their brand and within the competitive landscape. The company's C-suite leadership needed a more informed perspective on their social standing to drive better-informed decision-making processes.

FRAMING THE CHALLENGE

Our objective was to design a Display system strategically positioned to comprehensively showcase Under Armour's sports highlights and sponsored athlete social engagement. This transformation aimed to make the space not only an impressive Brand Ambassador during client visits but also a dynamic internal hub for fostering discussions and engagement around UA's social presence among employees.

Research

Upon reviewing Under Armour's provided space layout rendering, we observed a prevalent use of wood throughout the design, notably in the back wall of the TVs. To create a harmonious visual experience, we opted to incorporate Under Armour's signature color palette, featuring their darker shades of gray, as well as the iconic red and white, to effectively accentuate the displayed data.

Audience

The primary audience for this project predominantly consists of Under Armour's workforce, including employees and executives. Given that the Display's core objective is to showcase highlights, the implementation team was tasked with developing macros (rules) using Sprinklr AI. These macros were designed to efficiently curate the most compelling posts from across various social channels, ensuring that the content displayed aligns with the brand's strategic objectives.

BUILDING THE BLOCKS

Display Wireframes

click to zoom

The design called for the installation of 6 vertical screens, arranged in a single column format spanning across two walls. To effectively communicate our vision to the marketing team, we crafted high-fidelity wireframes. These wireframes visually depicted the distribution of information across the ensemble of 12 screens, offering a clear representation of the final display layout.

MOCKUPS

We designed mockups of the product that would contain the charts that were gonna be included, adding the unique specific customizable functions of each on the right-side tab.

The Display platform will have a drag-and-drop interface, making it easy for users to select and place widgets—like social posts or charts—on the main panel. Users can resize and move these widgets freely within the panel.

Each widget will come with a core set of customizable features, so users can adjust the appearance and functionality to fit their needs. For more complex widgets, extra customization options will be available to handle different levels of detail and functionality.

Display Wall North Side

Display Wall South Side

Current Iteration of the Wall (2018)

Exploring Under Armour's social media landscape was a captivating experience. The process of gathering and categorizing copious amounts of data into meaningful insights for the UA Executive team presented a noteworthy challenge, given the abundance of compelling narratives to choose from. However, the ultimate outcome was highly gratifying, as the client expressed great satisfaction with the project's results.

To this day, the dynamic social display remains a prominent topic of discussion among executives and their esteemed guests.

WHAT DID WE LEARNED?