We carried out in-depth UX research to learn about the requirements and preferences of our target market in order to develop a user-centered design for uShowApp. We employed the following research methods:

User Interviews: We conducted in-depth interviews with a wide range of users, including fans of sports and music, those who attend events, and users who are active on social media. We questioned them about their use of social media, their event-going experiences, and how they like to interact with screens in public areas.

- Surveys: To gather quantitative information on potential users' tastes and activities, we issued online surveys to a significant number of them. These surveys focused on issues like event experiences, social media usage, and digital advertising.

- Usability Testing in House: To detect potential usability problems or app design defects, we held usability testing sessions with actual users. In the app, we gave users particular tasks to complete, like building using a custom filter, while we watched their interactions and behaviour.
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- Usability Testing in Venue: We conducted usability testing sessions with real users in venue to detect, not only issues with usability, but to understand the impact of the experiences and the sponsorship influnce.  

uShowApp was designed using a number of critical insights that we uncovered based on the findings of our research:

- Event attendees demonstrated high intrest for digital engage while waiting the show to start or between downtimes.

- Consumers favour individualised and adaptable experiences that let them show off their uniqueness and inventiveness.

- If sponsored material is smoothly incorporated into the overall experience, users are more inclined to interact with it. In fact, 75% of UAP users shared their live time with sponsored content.

We performed research to understand the needs and preferences of sponsors and venue owners to ensure that uShowApp delivered value to both. These are the research techniques we employed:
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- Sponsor interviews: In order to understand the goals and objectives of our sponsors, including companies and advertisements, we spoke with them in-depth. We inquired about their digital sponsorship needs, current in venue digital activation advertising tactics, and expectations for digital sponsored content. 
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- Interviews: with vent organisers and venue owners to learn more about their intentions for employing interactive activations on screens. We questioned them regarding their current technological setup, their knowledge on digital advertising, and their expectations with uShowApp.

- Surveys: To gather quantitative information on the preferences sponsors and venue owners, we sent online surveys to them. Topics of the survey where advertising expenditures, sponsorship objectives, and preferred advertising platforms.

Based on our research findings, we recognised the following significant insights that influenced the design and functionality of uShowApp:
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- Sponsors seek a platform that offers quantifiable outcomes and yields a high rate of return on investment.

- Venue owners desire a platform that improves visitors' experiences while generating new revenue streams.

- Sponsors and venue owners both value targeted, engaging content that speaks to their intended demographic.

- Data and analytics that can assist sponsors and venue owners better identify their target audiences, tracking the impact in social media of the show and assess the success of their advertising campaigns are of importance to both parties.

Based on our observations, we developed uShowApp with the objective of providing sponsors with measurable results and giving venue owners a new revenue stream. In order to assist sponsors and venue owners in gaining a better understanding of their target demographic
and evaluating the success of their advertising campaigns, we implemented advanced features such as data analytics and reporting. Moreover, we have provided sponsors with
a range of customization options to enable them to create unique, engaging content that resonates with their target market. Through the insights we have gathered, we were able
to design a platform that not only delights event attendees but also meets the requirements and preferences of sponsors and venue managers.

A special thanks for Ivan Kirshbaum, Madelaine Baklayan and Matias Nahuel Ciarla for making this project posible.