This is the brief and lo-fi UX I produced of a post-event blog Tough Mudder plans to implement towards the end of 2013 and into 2014.

1. Tough Mudder
Post Event Blog

2. Table Of Contents
Objectives.................................................................................................
Sample Blog..............................................................................................
page 3
page 8
TouchPoints
“Social Stream” .......................................................................................
“Local Banner” ........................................................................................
page 10
page 9
“Conditions Snapshot” ........................................................................... page 12
“Best of Gallery ....................................................................................... page 13
“WTM: Submit Your Time” ...................................................................... page 14
Measures of Success .............................................................................. page 15
Additional Thoughts ................................................................................ page 16

3. Objectives
Connection
Experience
Loyalty
Page 3

4. Objectives
Connection
Give participants and non-participants a
reason to get excited about Tough Mudder –
before, during and after the event
The blog will build awareness, character and
value of the Tough Mudder brand
Page 4

5. Objectives
Experience
Half of the Tough Mudder experience is
showing off your accomplishments! The
“Humble Brag” they call it.
The post-event blog will provide participants
with a platform to share their Tough Mudder
experience.
Page 5

6. Objectives
Loyalty
With carbon-copy imitations (see Spartan
Race, Mud Run, et cetera) threatening the
endurance-event market, Tough Mudder
needs to secure past, present, and future
participants
The post-event blog will drive loyalty through
delightful user experience and engagement.
Page 6

7. Objectives
Post Event
Blog
Connection Experience
Loyalty
Page 7

8. 30’26° N 97’ 74° W
Saturday April 20 | Sunday April 21
SAT SUN
TOUGH MUDDER
AUSTIN
Proof of Completion
@CANTTOUGHTHIS @muddbutt 42 SHARES39 SHARES
share your
Story from
Austin
GO
@STFUWHAAT? 42 SHARES
@TOUGHDAD 79 SHARES
@shkirmyht 42 SHARES@shkirmyht 42 SHARES @shkirmyht 42 SHARES
@shkirmyht 42 SHARES
@shkirmyht 42 SHARES
“AUSTIN GOT
MUDDY AS
F*$#!!”
@TXLONGHORN 15 SHARES
@MARATHONMOM 165 SHARES
“WHO SAW the TEAM OF “SALMON
GOING UPRIVER??” SO AWESOME”
@youwontyesiwill
@RAYKIM_
Load more
BEST COSTUMES
MOST RESPECTED MOMENT
DOS EQUIS POURED
MOSTHONORABLE
WorldsToughest
SubmityourtimeHere
2
3
1
4
6
5
Crowd-sourced social stream of event: Submitted directly or
collected through Instagram & Twitter. (page 10)
2
User “submit” button, instructions on how to stream photos
(page 11)
3
Local event Banner (page 9)1 “Conditions Snapshot” date, latitude/longitude,
temperature, map and weather conditions. (page 12)
4
5 Tough Mudder event awards and recognition (Page 13)
World’s Toughest Mudder time submission (page 14)6
?
Community Blog Landing Page
Page 8

9. 30’26° N 97’ 74° W
Saturday April 20 | Sunday April 21
SAT SUN
TOUGH MUDDER
AUSTIN
@CANTTOUGHTHIS 39 SHARES
share your
Story from
Austin
GO
@STFUWHAAT? 42 SHARES
@TOUGHDAD 79 SHARES
@shkirmyht 42 SHARES@shkirmyht 42 SHARES @shkirmyht 42 SHARES
@shkirmyht 42 SHARES
@shkirmyht 42 SHARES
“AUSTIN GOT
MUDDY AS
F*$#!!”
@TXLONGHORN 15 SHARES
@MARATHONMOM 165 SHARES
“WHO SAW the TEAM OF “SALMON
GOING UPRIVER??” SO AWESOME”
@youwontyesiwill
@RAYKIM_
Load more
BEST COSTUMES
MOST RESPECTED MOMENT
DOS EQUIS POURED
MOSTHONORABLE
WorldsToughest
SubmityourtimeHere
Proof of Completion
?
Community Landing Page -- Local Banner
Purpose
Set’s the tone for the page
Ideally has local flavor (cowboys in Texas, Red Sox in Boston, gamblers in Vegas)
Page 9
@shkirmyht 42 SHARES

10. 30’26° N 97’ 74° W
Saturday April 20 | Sunday April 21
SAT SUN
TOUGH MUDDER
AUSTIN
@CANTTOUGHTHIS 39 SHARES
share your
Story from
Austin
GO
@STFUWHAAT? 42 SHARES
@TOUGHDAD 79 SHARES
@shkirmyht 42 SHARES@shkirmyht 42 SHARES @shkirmyht 42 SHARES
@shkirmyht 42 SHARES
@shkirmyht 42 SHARES
“AUSTIN GOT
MUDDY AS
F*$#!!”
@TXLONGHORN 15 SHARES
@MARATHONMOM 165 SHARES
“WHO SAW the TEAM OF “SALMON
GOING UPRIVER??” SO AWESOME”
@youwontyesiwill
@RAYKIM_
Load more
BEST COSTUMES
MOST RESPECTED MOMENT
DOS EQUIS POURED
MOSTHONORABLE
WorldsToughest
SubmityourtimeHere
Proof of Completion
?
Community Landing Page -- Social Stream
Purpose:
Aggregate content and media from specific events and present stream into one seamless platform
Contact lester@getchute.com, VP Customer Dev at Chute Tech.
Page 10
@shkirmyht 42 SHARES

11. 30’26° N 97’ 74° W
Saturday April 20 | Sunday April 21
SAT SUN
TOUGH MUDDER
AUSTIN
@CANTTOUGHTHIS 39 SHARES
share your
Story from
Austin
GO
@STFUWHAAT? 42 SHARES
@TOUGHDAD 79 SHARES
@shkirmyht 42 SHARES@shkirmyht 42 SHARES @shkirmyht 42 SHARES
@shkirmyht 42 SHARES
@shkirmyht 42 SHARES
“AUSTIN GOT
MUDDY AS
F*$#!!”
@TXLONGHORN 15 SHARES
@MARATHONMOM 165 SHARES
“WHO SAW the TEAM OF “SALMON
GOING UPRIVER??” SO AWESOME”
@youwontyesiwill
@RAYKIM_
Load more
BEST COSTUMES
MOST RESPECTED MOMENT
DOS EQUIS POURED
MOSTHONORABLE
WorldsToughest
SubmityourtimeHere
Proof of Completion
?
Community Landing Page -- Stream Submit
WE HEAR EVERYTHING IS BIGGER IN TEXAS!!
Use hashtag #TMAUSTIN to share your
photos and stories from this weekend
Purpose:
Instruct participants on how to submit their photos/stories to the stream using social media
Includes localized phrase (“everything is bigger in Texas”) as well as unique hashtag
Page 11
@shkirmyht 42 SHARES

12. 30’26° N 97’ 74° W
Saturday April 20 | Sunday April 21
SAT SUN
TOUGH MUDDER
AUSTIN
@CANTTOUGHTHIS 39 SHARES
share your
Story from
Austin
GO
@STFUWHAAT? 42 SHARES
@TOUGHDAD 79 SHARES
@shkirmyht 42 SHARES@shkirmyht 42 SHARES @shkirmyht 42 SHARES
@shkirmyht 42 SHARES
@shkirmyht 42 SHARES
“AUSTIN GOT
MUDDY AS
F*$#!!”
@TXLONGHORN 15 SHARES
@MARATHONMOM 165 SHARES
“WHO SAW the TEAM OF “SALMON
GOING UPRIVER??” SO AWESOME”
@youwontyesiwill
@RAYKIM_
Load more
BEST COSTUMES
MOST RESPECTED MOMENT
DOS EQUIS POURED
MOSTHONORABLE
WorldsToughest
SubmityourtimeHere
Proof of Completion
?
Community Landing Page -- Conditions Snapshot
Purpose:
Connect with participants and non-participants to the conditions of the event days.
Provide context and compliment the content from the social stream
Includes unique infographic with location-specific “data” (gimmicky)
Page 12
@shkirmyht 42 SHARES

13. 30’26° N 97’ 74° W
Saturday April 20 | Sunday April 21
SAT SUN
TOUGH MUDDER
AUSTIN
@CANTTOUGHTHIS 39 SHARES
share your
Story from
Austin
GO
@STFUWHAAT? 42 SHARES
@TOUGHDAD 79 SHARES
@shkirmyht 42 SHARES@shkirmyht 42 SHARES @shkirmyht 42 SHARES
@shkirmyht 42 SHARES
@shkirmyht 42 SHARES
“AUSTIN GOT
MUDDY AS
F*$#!!”
@TXLONGHORN 15 SHARES
@MARATHONMOM 165 SHARES
“WHO SAW the TEAM OF “SALMON
GOING UPRIVER??” SO AWESOME”
@youwontyesiwill
@RAYKIM_
Load more
BEST COSTUMES
MOST RESPECTED MOMENT
DOS EQUIS POURED
MOSTHONORABLE
WorldsToughest
SubmityourtimeHere
Proof of Completion
?
Community Landing Page -- Best Of Gallery
Purpose:
Honor participants and their efforts;
Drive participation and creativity in the event;
Tell unique stories from the event
Page 13
@shkirmyht 42 SHARES

14. 30’26° N 97’ 74° W
Saturday April 20 | Sunday April 21
SAT SUN
TOUGH MUDDER
AUSTIN
@CANTTOUGHTHIS 39 SHARES
share your
Story from
Austin
GO
@STFUWHAAT? 42 SHARES
@TOUGHDAD 79 SHARES
@shkirmyht 42 SHARES@shkirmyht 42 SHARES @shkirmyht 42 SHARES
@shkirmyht 42 SHARES
@shkirmyht 42 SHARES
“AUSTIN GOT
MUDDY AS
F*$#!!”
@TXLONGHORN 15 SHARES
@MARATHONMOM 165 SHARES
“WHO SAW the TEAM OF “SALMON
GOING UPRIVER??” SO AWESOME”
@youwontyesiwill
@RAYKIM_
Load more
BEST COSTUMES
MOST RESPECTED MOMENT
DOS EQUIS POURED
MOST HONORABLE
Worlds Toughest
Submit your time Here
Proof of Completion
?
Community Landing Page -- Submit Your Time
Purpose:
Tough Mudder is looking for ways to generate interest and drive participation in World’s
Toughest Mudder. At least you were in the application process! =)
We will put World’s Toughest Mudder on people’s radar by seamlessly integrating the
submission process at the same place participants go to to share pictures and stories.
Page 14
@shkirmyht 42 SHARES

15. Measures of Success
Page 15
Increased site traffic
Boost in social media posting/sharing (can also determine most active cities)
Increase in WTM submissions

16. Additional Thoughts
Once we publish the Re-cap video, where on the blog can we put it?
How about YouTube?
How do you get to the page? (similar to the event map?)
Page 16

17. Thanks!