The client, a company specializing in AI-based smart cameras for sports, had traditionally prioritized technical performance over user engagement. For amateur athletes, these cameras do more than just capture sports results; they document moments of pride, emotion, and social connection.

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Our comprehensive quantitative study involved 800 participants, including 400 athletes and 400 individuals from their support networks, such as coaches, parents, and friends. This research delved into the motivations for recording games, preferences for watching live or replayed videos, and the features that participants valued or desired. Additionally, we assessed their willingness to pay for innovative services, providing a foundation for strategic enhancements and potential new business models.