A data-driven approach to model an in-demand product that includes business analysis, proof of concept (POC), design concept, and project estimate.
A data-driven approach to model an in-demand product that includes business analysis, proof of concept (POC), design concept, and project estimate.
A complex human-centered process of developing a valuable product that blends business goals and user needs with design thinking in mind.



NBA-like Game statistics and refereeing video app for basketball. Powered by ML.
Industry: Sports
Location: Australia
Tech Stack:
Offered Services: Computer Vision,
Machine Learning
Timeline: 3 months
Platforms: Web
PlayHQ, Australia's fastest-growing sports tech company, serves as the preferred operating system for community sports nationwide, facilitating tens of thousands of games weekly. With over 1 million users and a reach spanning 60% of Australian community sports and 5500+ clubs and associations, PlayHQ is transforming the sports landscape. Their revolutionary approach replaces unreliable legacy systems with a seamless, mobile-first digital experience, all on one SaaS platform.
Notable sporting organizations such as the AFL, Cricket Australia, Netball Australia, New Zealand Cricket, and Hockey New Zealand are among the many who have joined the PlayHQ platform. PlayHQ's team of over 100 sports tech experts, based across Melbourne, Perth, Adelaide, India, and Ukraine, combines industry veterans from Australia's largest sporting codes and tech experts from successful start-ups.
Backed by experienced tech investors and significant sporting codes, PlayHQ is dedicated to continuous innovation and customer delight. Their mission is to harness the life-changing power of sports, bringing communities together, and making sport better, for players, parents, coaches, or administrators. This makes PlayHQ not just a company but a passionate team built for sport, by sport, and committed to the long game.
The main idea was to create a digital referee. Community sports leagues have only one camera at their disposal to film the game, unlike professional sports.
We had to teach the camera to follow the game and to be able to zoom in on the important moments so that we could get content that was fun to watch, as if the game had been filmed with professional production.

Upon the successful implementation of the fundamental functionality, as initially planned, we embarked on a journey to enhance the system. The objective was to enable the system to collect exhaustive game statistics.
The goal was to engineer a system akin to the sophisticated data collection mechanisms employed by the NBA. However, it was here that we encountered the crux of the challenge. Unlike the NBA, equipped with myriad cameras and sensors positioned strategically, we were limited to a single camera.
This scarcity of data collection means drastically curtailed our ability to develop the envisioned functionality. Ultimately, due to the impracticability of continuing with insufficient resources, the project was paused, while the solution proved its efficiency and applicability for basketball and other sports.
The goal was never to expend exorbitant resources but rather to create a highly efficient system within the constraints of a limited budget and minimal data.

The Uinno team made substantial strides with this experimental project, extracting maximum potential from available resources. Our innovative solution significantly enhanced the content quality for community sports across Australia, successfully meeting all initial objectives. In our quest to overdeliver, we aimed to construct a system resembling the NBA's data acquisition.
However, the data paucity proved a hurdle too significant to overcome. Nonetheless, given adequate data, we were well-prepared to accomplish this ambitious task. Although the project was temporarily shelved at the client's request, our collaboration continues, tackling fresh ideas and challenges together.
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