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-edge Augmented Reality and Wearable tech.
Watch the prototyping sprint video: