Gabriel Neila Artist Portfolio

Interactive event experience · Creative technology

Super Bowl LIV Interactive Social Display

A 3×3 interactive wall for Twitter’s Super Bowl LIV media-center booth, designed to feel like a football video game.

Super Bowl LIV 3×3 social wall at the media center
Role
Senior Product Designer
Year
2020
Client
Twitter, with the NFL and Microsoft
Format
3×3 video wall with an iPad remote

The 30-second version

Short on time? These four cards are the whole case study.

  • Problem

    Twitter wanted media-center visitors, including TV hosts, celebrities and NFL players, to engage with its social data instead of walking past it.

  • My role

    Senior Product Designer on the Sprinklr team, responsible for the concept and the interface of the wall.

  • What I did

    Proposed a player-select interface borrowed from football video games and designed the wall and its iPad remote.

  • What changed

    The booth ran at the Super Bowl LIV media center. Visitors could pick any of 300+ players from the couch and see their social stats.

01

Context

For Super Bowl LIV in 2020, Twitter worked with the NFL and Microsoft on an interactive booth in the media center. The goal was to show what Twitter offers as a source of social data.

Twitter partnered with Sprinklr to build a 3×3 Social Experience Wall showing social statistics for NFL players: posts, sentiment, follower counts and mentions.

02

The challenge

The media center draws a high-profile crowd. Twitter wanted those visitors to stop, interact and see their own social presence reflected on the wall.

That meant the experience had to earn attention quickly and reward people for taking part. A passive loop of charts would not do it.

03

Approach

Reading the space

Twitter shared a rendering of the booth: the 3×3 wall on the far side with a living-room setup in front of it. People would be sitting down, at a distance, in a relaxed setting.

Rendering of the booth
Twitter’s rendering of the booth.

Preparing the data

The booth was open to everyone, but the players were the audience we most wanted to reach. We used Sprinklr’s AI to gather mentions, sentiment, positive branded posts and regional popularity for more than 300 players.

A video game menu

We tried several concepts and interactive ideas. The one that fit best was the character-select screen from a football video game: choose a player, see their stats. It is a pattern this audience already knows, so it needs no instructions.

Early player-select mockup
Early concept.
Early player stats mockup
Early concept.
Early player stats mockup
Early concept.
Early player stats mockup
Early concept.
Final screen design for the wall
The final screen design.

A remote for the couch

A wireless iPad worked as a virtual remote. Visitors could browse and pick players from their seats, and the wall responded.

iPad remote with the player menu
The iPad remote with the player menu.
04

Outcome

The wall ran in Twitter’s booth during the Super Bowl LIV media-center event. Visitors could look up any player and explore their social numbers at their own pace.

Visitors at the wall in the media center
Visitors at the wall, 2020.
The wall in the booth
The wall in the booth.
The wall in action.
05

What I learned

  • Borrow a familiar pattern. Framing the data as a game menu meant visitors understood the interaction before they touched anything.
  • Put the control where people are. Handing visitors an iPad on the couch removed the walk up to the wall, which is where many interactive installs lose people.