A perspectiva do design sobre experiências de torcedores de clubes de futebol

Abstract

The sports market is increasingly standing apart for its significant market share and growing economic influence before global consumption scenarios. In view of that, soccer (football), identified as one of the most popular and profitable sports within that context and having Brazil as one of its most significant hosts, represents an economic, leisure, and consumption modality which is relevant to investigation. It is supposed that experiences are aspects resulting from appraisals between internal dispositions and personal characteristics of an individual and their relationship to a certain product or system. Because of that, even though they are subject to influence, experiences cannot be projected. On the other hand, project and development of products oriented by the user’s personal dispositions tend to promote an enhancement of appraisals and, therefore, of the experiences the individual has with a product. Based on that, by means of exploratory research with soccer team supporters, a comprehension was sought about how design may potentialize pleasing experiences for supporters. A bibliographical study involving areas such as experience design, emotion design, and consumption by sports spectators was conducted aiming at supplying theoretical inputs to research. The investigation was conducted through two steps of data gathering: the first, qualitative step involved in-depth interviews, and the content was analyzed from the concerns perspective, based on the appraisals theory. Then, the second, quantitative step was carried out by applying surveys aimed at confirming and measuring the incidence and correlations between the results found on the first step. As main results from the work stand the suggestion of a theoretical framework addressing the process of triggering pleasing experiences in supporters and the identification of opportunities of influence from design through seven project guidelines oriented to potentialize the experiences by soccer club supporters outside the stadium.