Personas Building and  Digital Contents Design for Chinese  Farmers May 2008 Farm Walker Group Zhejiang University
Main Topic <ul><li>We are going to… </li></ul><ul><ul><li>analyze the core characteristics of Chinese farmers using digita...
Outline Background Analysis Persona building Digital Contents Design Strategy PEST analysis Why farmers Qualitative resear...
Why “Persona” Methodology Persona   Method <ul><li>Research </li></ul><ul><li>User’s target </li></ul><ul><li>User’s view ...
PEST Analysis: China’s Background <ul><li>Technology </li></ul><ul><ul><li>Cell phone network’s coverage  </li></ul></ul><...
Countryside Field Research: Qualitative Research <ul><li>Time: April 4th to April 5th  </li></ul><ul><li>Place: Shangyu, Z...
<ul><ul><li>After qualitative research, we give out 6 factors that may affect farmer’s cell phone using: </li></ul></ul>Pe...
Quantitative Research <ul><li>Method of Sampling: Judgment Sampling </li></ul><ul><li>Sampling Areas: </li></ul><ul><li>Zh...
Quantitative Research <ul><li>Factor analysis </li></ul>Factor Items Factor load Variance Contribution (%) Cum. Variance C...
Quantitative Research <ul><li>Cluster analysis </li></ul><ul><ul><li>Based on the previous 5  factors that have already be...
Persona Hypothesis Verified <ul><ul><li>In the cluster analysis, target users are divided into 7 groups, among which, 5 gr...
Persona 1 <ul><li>“ I want to take care of my little son by myself but I can’t leave his father alone in the city to earn ...
Persona 2 <ul><li>Self information </li></ul><ul><li>Career: none, taking care of child for full time </li></ul><ul><li>Ag...
Persona 3 <ul><li>Self information </li></ul><ul><li>Career: home factory owner </li></ul><ul><li>Location: Ping Hu villag...
Persona 4 <ul><li>Self information </li></ul><ul><li>Career: farmer </li></ul><ul><li>Location: Yushu village, Inner Mongo...
Persona 5 <ul><li>Self information </li></ul><ul><li>Career: work in a local factory </li></ul><ul><li>Location:  suburb o...
Persona 6 <ul><li>Self information </li></ul><ul><li>Career: professional Anyway pyramid seller </li></ul><ul><li>Location...
Common Goals Definition <ul><li>We summarized 6 personas’ common goals: </li></ul>Cao Lingling Li Xiao Liu Yuhuan Wang Zhi...
Design Concepts Goal Design Concepts Contact with kids <ul><li>Core concept:  Meet customers' emotional demand, enhance em...
Design Concepts Goal Design Concepts Access to information <ul><li>Core concept:  Meet all typical farmer’s demand for inf...
<ul><li>Platform introduction   </li></ul><ul><ul><li>This system is specially designed for 800 million farmers (especiall...
<ul><li>A: Farmer user interface </li></ul><ul><ul><li>Farmers could upload picture of their plant, wheat and use an attac...
Website Architecture
Website UI Design 网站 LOGO 系统图标 网站应用 印刷应用 印刷品 天气 土壤 水质 病虫害 新种信息 供求信息 国家政策 农村技术服务 视频
Mainpage A B B C D
Other pages D A B B C
Other pages
Other pages
demo
Mobile Phone Platform 产品的设计优化主要是针对手机平台的,主要为流程的优化,通过专家评审和用户测试的方法在用户操作流程上做优化提案。 进入 FARMO 平台 专家平台 资讯专栏 下载中心 信息订阅 输入所在地 浙江慈溪 对...
Step 1: Firstly SK could enter the China market by occupying the  major cities <ul><li>Three steps strategy: from big citi...
Strategy
Team <ul><li>Farm Walk Group </li></ul><ul><ul><li>M a Wenyan , 1st year master, Chemistry </li></ul></ul><ul><ul><li>Bie ...
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Digital Contents Design For Chinese Farmers Full

  1. 1. Personas Building and Digital Contents Design for Chinese Farmers May 2008 Farm Walker Group Zhejiang University
  2. 2. Main Topic <ul><li>We are going to… </li></ul><ul><ul><li>analyze the core characteristics of Chinese farmers using digital content service </li></ul></ul><ul><ul><li>understand Chinese farmers’ future demand of digital content service </li></ul></ul><ul><ul><li>hand by hand with Chinese farmers to create a harmonious new life </li></ul></ul>When SK meets 800,000,000 Chinese farmers… FARMERS
  3. 3. Outline Background Analysis Persona building Digital Contents Design Strategy PEST analysis Why farmers Qualitative research Persona Hypothesis Quantitative research Guided interview Immersion observation Card sorting Factor Analysis Questionnaire Persona hypothesis Persona hypothesis verified Common Goal Definition Persona building Design concepts Case show Cluster Analysis Step1: City Step 2: Suburb Step 3: Contryside Ⅰ <ul><ul><li>Ⅱ </li></ul></ul>Ⅳ Ⅴ Ⅲ
  4. 4. Why “Persona” Methodology Persona Method <ul><li>Research </li></ul><ul><li>User’s target </li></ul><ul><li>User’s view </li></ul><ul><li>User’s action </li></ul>Quantitative (authentication) Workbook analysis Immersion observe Guided interview Qualitative (Understand) Questionnaire Customer Support Data analysis Card Sorting 1 Why persona? The digital content service market in China is still at the initial stage. Few farmers are familiar about it. The traditional marketing survey can not understand or predict farmers’ need in this area. 2 What’s persona? a model of the target customers. Persona design is a powerful methodology using social research method. It allow SK to make swift decisions and to improve product quality. 3 Quantitative verification Besides, we use data research method, like factor analysis and cluster analysis. With the support of these quantity research method, we successfully build our farmer personas. 4 Achievements Based on this research founding, we make digital content design ideas for Chinese farmers, and we give three steps strategies for SK company.
  5. 5. PEST Analysis: China’s Background <ul><li>Technology </li></ul><ul><ul><li>Cell phone network’s coverage </li></ul></ul><ul><ul><li>China mobile reached 99.8%; CDMA in country reached 98% </li></ul></ul><ul><ul><li>GPRS technology’s maturity & generalization </li></ul></ul><ul><ul><li>3G’s coming </li></ul></ul><ul><ul><li>Internet and communication s technique’s generalization </li></ul></ul><ul><li>Politics </li></ul><ul><ul><li>Farmer : Chinese government is devoted to build a new socialist countryside in the next five years < 17th People's Congress> </li></ul></ul><ul><ul><li>Digital Contents : Chinese government will strongly support the production and sale of kinds of digital content </li></ul></ul><ul><ul><li><government paper “Suggestions to promote the development of the digital content of China”> </li></ul></ul><ul><ul><li>Communication industry: China will encourage corporation to develop low price cell phone and low the phone call price, so farmers can afford them. </li></ul></ul><ul><ul><li><Ministry of Information Industry> </li></ul></ul>2001-2003 2004-2007 3G 2008-2010 2011- Time Market Digital Contents opportunity for famers <ul><li>Society </li></ul><ul><ul><li>The huge country market: China has 800,000,000 farmers. </li></ul></ul><ul><ul><li>Farmers’ income is increasing rapidly: </li></ul></ul><ul><ul><li>06 reached 7.4%; 07 reached 9.5%; 08 reached 8.0% in propose </li></ul></ul><ul><ul><li>Government promotes new informational countryside. </li></ul></ul>
  6. 6. Countryside Field Research: Qualitative Research <ul><li>Time: April 4th to April 5th </li></ul><ul><li>Place: Shangyu, Zhejiang, China </li></ul><ul><li>People involved: 3 team members and a relative who help us </li></ul><ul><li>Samples: 16 farmers from different work area and their family </li></ul><ul><li>Record Document: <User Sample> < User Statistics> < Qualitative Q uestionnaire > < Observation Table Records> </li></ul>Research Process:
  7. 7. <ul><ul><li>After qualitative research, we give out 6 factors that may affect farmer’s cell phone using: </li></ul></ul>Persona Hypothesis District rural town/suburb city Age junior youth middle-aged old age Gender male female Work area traditional agriculture agriculture contractor family factory migrant worker home staying private business function calling message offline/online game reading music camera information others children no yes <ul><li>Segment1 </li></ul><ul><li>City </li></ul><ul><li>Youth </li></ul><ul><li>Migrant workers </li></ul>Qualitative research Persona Hypothesis <ul><ul><li>We use Card Sorting method to segment important target users into 5 groups, among which we do quantitative research at the next step. </li></ul></ul><ul><li>segment 2 </li></ul><ul><li>Rural/suburb </li></ul><ul><li>Household </li></ul><ul><li>Take care of child </li></ul><ul><li>segment 3 </li></ul><ul><li>Rural </li></ul><ul><li>Middle-aged </li></ul><ul><li>Home factory </li></ul><ul><li>segment 4 </li></ul><ul><li>Rural </li></ul><ul><li>Agriculture contractor </li></ul><ul><li>Flower/vegetable </li></ul><ul><li>segment 5 </li></ul><ul><li>Suburb </li></ul><ul><li>Fashion youth </li></ul><ul><li>Low pay job </li></ul>
  8. 8. Quantitative Research <ul><li>Method of Sampling: Judgment Sampling </li></ul><ul><li>Sampling Areas: </li></ul><ul><li>Zhejiang, Inner Mongolia, Jiangxi, Sichuan </li></ul><ul><li>Respondents: Farmers </li></ul><ul><li>Number of Samples: 230 </li></ul><ul><li>Scales: LIKERT Five Rank Scale </li></ul><ul><li>Factor Definition </li></ul>PS: This is the result of factor analysis, details are shown in the following table Factor Factor name C1 Price consciousness C2 Emotion consciousness C3 Fashion consciousness C4 Utilization oriented C5 Entertainment oriented
  9. 9. Quantitative Research <ul><li>Factor analysis </li></ul>Factor Items Factor load Variance Contribution (%) Cum. Variance Contribution (%) C1 The price of phone call is quite expensive 0.65 17.37 14.37 Telephone use cost quite a lot for me 0.71 I do not use a mobile service because it’s expensive 0.68 I will consider a lot about the price before I chose a phone service 0.77 C2 Cell phone is the best way to keep contact with my family 0.81 15.53 32.9 Cell phone is the best way to keep contact with my friends 0.79 Photo or Multimedia service help improving express myself through cell phone 0.68 C3 I think the MMS is more attractive than the regular short message 0.64 9.61 42.51 I hope I can have more beautiful pictures and pop music in my phone 0.67 Multifunction phone is cool for me 0.73 C4 Making calls and text are all I need to have a cell phone 0.82 8.82 51.33 I never use my phone to take a picture 0.75 Multimedia or other service is useless for me 0.61 C5 I often send MSM to my friends 0.69 8.09 59.42 I often use my phone to play music or take pictures 0.63 I often play various kinds of games with my cell phone 0.78
  10. 10. Quantitative Research <ul><li>Cluster analysis </li></ul><ul><ul><li>Based on the previous 5 factors that have already been distinguished. </li></ul></ul><ul><ul><li>After cluster analysis from the 230 samples, we separate 7 different groups as shown in the following table. </li></ul></ul>Groups Name Group 1 Traditional Group Group 2 Emotion & Utilization Group Group 3 Emotion & Entertainment Group Group 4 Utilization Group Group 5 Price & Emotion Group Group 6 Fashion & Entertainment Group Group 7 Fashion & Utilization Group C1 Price cons. C2 Emotion cons. C3 Fashion cons. C4 Utilization ori. C5 Entertainment ori. 1 1.09 0.06 -0.17 0.15 -0.62 2 0.02 0.92 0.11 0.88 -0.07 3 0.15 0.77 0.23 0.17 1.01 4 0.26 0.14 -0.32 0.89 -0.68 5 0.82 0.96 0.11 0.09 0.02 6 0.10 0.27 1.03 0.58 0.97 7 0.16 0.08 0.84 0.91 -0.31 Groups Factor
  11. 11. Persona Hypothesis Verified <ul><ul><li>In the cluster analysis, target users are divided into 7 groups, among which, 5 groups are the same as our Persona Hypothesis’s segments. We discard group 1, the traditional farmer group, and add group 7 to the segmentation. </li></ul></ul>Group 1 Group 2 Group 3 Group 4 Group 5 Group 6 Group 7 discard The verified segment (after quantitative research) <ul><li>Segment1 </li></ul><ul><li>City </li></ul><ul><li>Youth </li></ul><ul><li>Migrant workers/ </li></ul><ul><li>segment 2 </li></ul><ul><li>Rural/suburb </li></ul><ul><li>Household </li></ul><ul><li>Take care of child </li></ul><ul><li>segment 3 </li></ul><ul><li>Rural </li></ul><ul><li>Middle-aged </li></ul><ul><li>Home factory </li></ul><ul><li>segment 4 </li></ul><ul><li>Rural </li></ul><ul><li>Agriculture contractor </li></ul><ul><li>Flower/vegetable </li></ul><ul><li>segment 5 </li></ul><ul><li>Suburb </li></ul><ul><li>Fashion youth </li></ul><ul><li>Low pay job </li></ul>Cao Lingling Li Xiao Liu Yuhuan Wang Zhiguo Ba Hongjiang Zeng Zouli Persona (a model of each typical segment) <ul><li>segment 6 </li></ul><ul><li>Suburb </li></ul><ul><li>Pyramid seller or other social worker </li></ul>Newly add
  12. 12. Persona 1 <ul><li>“ I want to take care of my little son by myself but I can’t leave his father alone in the city to earn money for us.” </li></ul><ul><li>Pay more than ¥ 300 per month for cell phone calling service. </li></ul><ul><li>Like to see her son’s photos through cell phone when she’s free. </li></ul><ul><li>Self information </li></ul><ul><li>Career: migrant worker </li></ul><ul><li>Location: Hangzhou, Wa Haha Ltd. </li></ul><ul><li>Age: 22 </li></ul><ul><li>Family status: married, 2 years old son is in the rural with his grandma, now she is renting a little room with his husband at the center of Hangzhou city. </li></ul><ul><li>Leisure time: hang out with her friends </li></ul>Work outside, miss and keep contacting her little son: Cao Lingling Introduction To Cao Lingling, the most import thing in her life now is her 2 years old son. To see her son grow up happily and healthily is her biggest consolation. But as they don’t have enough money to cultivate the little son and pay for his future school fee, she can’t stay with her son all day and leave her husband outside alone to earn money, so she go out to the city as a migrant worker. She has no choice. She is very good at calling and sending message by handwriting. Although she earns not so much , she still pays 300 RMB monthly on call through cell phone, as she keep contacting with her son home. She likes to take her sons photos using her cell phone, as she can scan the photos when she’s outside. Her phone’s desktop is her little son’s picture, but she said she is not satisfied the showing style because there is no full-screen mode on her cell phone. She doesn’t order any extra phone service yet, but she said she is interested in MMS and information service about her son. All around her little son! <ul><li>Cell phone and digital contents using information </li></ul><ul><li>Cell phone model: “Jin Peng” , national brand, touch screen, handwriting, music, camera </li></ul><ul><li>Operator choice: China Mobile </li></ul><ul><li>Fee per month: 300 RMB </li></ul><ul><li>Main function using: calling, message, camera, music </li></ul><ul><li>Target and motivation </li></ul><ul><li>Cao Lingling uses cell phone to: </li></ul><ul><li>contact with her little son (her son can answer the phone already) </li></ul><ul><li>contact with family and friends </li></ul><ul><li>take photos of her son and scan photos when she misses her son far away in the rural </li></ul><ul><li>listen to music </li></ul><ul><li>set time using cell phone </li></ul><ul><li>Business goal </li></ul><ul><li>We hope Cao Lingling to: </li></ul><ul><li>be interested in the digital contents relevant to photos. </li></ul><ul><li>contact with her son more deeply using cell phone through some kinds of digital contents service </li></ul><ul><li>be interested in some information service relevant to her son </li></ul>Consciousness Price Emotion Fashion Utilization Entertainment Price Price Emotion Fashion Utilization Entertainment Utilization Entertainment Fashion Emotion
  13. 13. Persona 2 <ul><li>Self information </li></ul><ul><li>Career: none, taking care of child for full time </li></ul><ul><li>Age: 25 </li></ul><ul><li>Family status: married, 2 year old son, leaving with her husband who is working in the nearby factory </li></ul><ul><li>Earning per month : no </li></ul><ul><li>Leisure time: watch TV, listen to the music, play phone game, surf web and play online game (her husband) </li></ul>Introduction Li Xiao is a full time housewife, taking care of her son is her everyday’s work. Her husband bought her a cell phone, and he sometimes uses it when he is back from work, so she cherish her phone very much. She calls several times every day and downloads music from the shopping mall where she buy the phone, and also, sends message with family and friends time to time. She pays no attention to news or outside information, she doesn’t have the plan to work in recent years and companying husband and son happily is her life goal. In leisure time, she likes to watch TV, listen to music until fall asleep and play online or offline games through her cell phone. Refer to cell phone’s function, she said if there is more free game on line, she will be very happy. And she won’t surf web much because she is not sure how much and when the money is charged. <ul><li>Cell phone and digital contents using information </li></ul><ul><li>Cell phone model: national brand, colorful screen, handwriting, music, camera, GPRS </li></ul><ul><li>Operator choice: China Mobile </li></ul><ul><li>Fee per month: 100 RMB </li></ul><ul><li>Main function using: calling, message, music, offline and online game, MMS, CRBT, camera (using by both her husband and herself), QQ through cell phone </li></ul><ul><li>Target and motivation </li></ul><ul><li>Li Xiao uses cell phone to: </li></ul><ul><li>contact with her family and friends </li></ul><ul><li>listen to music and play small game </li></ul><ul><li>play online game together with her husband </li></ul><ul><li>Business goal </li></ul><ul><li>We hope Li Xiao to: </li></ul><ul><li>be interested in some game design </li></ul><ul><li>surf our web page with clear statement of charging </li></ul><ul><li>be interested in some other kinds of online service, for example, on line reading, shopping(pay when the goods are arriving) </li></ul>Consciousness Stay home for several years with her little son: Li Xiao <ul><li>“ I hope our family can stay together and live happily all the time.” </li></ul><ul><li>Play offline and online games time to time. </li></ul><ul><li>Have enough time to take leisure because she is a full time housewife. </li></ul>Price Emotion Fashion Utilization Entertainment Price Utilization Entertainment Emotion Fashion
  14. 14. Persona 3 <ul><li>Self information </li></ul><ul><li>Career: home factory owner </li></ul><ul><li>Location: Ping Hu village, ZheJiang province </li></ul><ul><li>Age: 32 </li></ul><ul><li>Family status: married, 9 year old girl, leaving with her family, family house is factory also </li></ul><ul><li>Earning per month: 10000RMB </li></ul><ul><li>Leisure time: not much leisure time, play mahjong sometimes </li></ul>Introduction Mr Liu is very busy, he owns a home factory. There are many same home factories producing transistor in this area , it’s famous and their clients are almost the same. He has to drive out several days a week to transport goods and find business. When he is out, his wife will take care of the home factory and workers from 6 in the morning to 11 at night. It’s hard but they are really busy earning money. He and his wife don’t have enough time to take care of their girl, so she is not very good at study, and hanging out all day with her friends. No message, no music, no camera, Mr liu use telephone only for contacting with clients and friends, and one more thing, he ordered the weather massage service. He is a Alibaba client. <ul><li>Cell phone and digital contents using information </li></ul><ul><li>Cell phone model: black and white, gifts from China Mobile’s business hall as the monthly packages service order’s attachment </li></ul><ul><li>Operator choice: China Mobile </li></ul><ul><li>Fee per month: 100 RMB </li></ul><ul><li>Main function using: calling, weather massage service </li></ul><ul><li>Target and motivation </li></ul><ul><li>Liu Yuhuan uses cell phone to: </li></ul><ul><li>contact with clients </li></ul><ul><li>contact with family and friends </li></ul>Business goal We hope Liu Yuhuan to: be interested in information service or business network platform through cell phone Consciousness Charge the home factory producing transistor: Liu Yuhuan <ul><li>“ I am busy taking care of the factory and earning money everyday, it is hard” </li></ul><ul><li>Be busy earning money. </li></ul><ul><li>Use cell phone only for contacting with clients and friends. </li></ul>Entertainment Price Emotion Fashion Utilization Entertainment Utilization Price Emotion Fashion
  15. 15. Persona 4 <ul><li>Self information </li></ul><ul><li>Career: farmer </li></ul><ul><li>Location: Yushu village, Inner Mongolia </li></ul><ul><li>Age: 42 </li></ul><ul><li>Family status: married, 18 year old daughter studying in high school in Chifeng city, now stay with his wife in the village now </li></ul><ul><li>Leisure time: watch TV, chat </li></ul>Introduction Nowadays, there is little person who is insisted in working on farm, Wang Zhiguo is one of them. He not only works on his own farm that nation attributes him, but also contracts many others’ farm who lived in the same village and now do migrant work in the city. He builds many greenhouses on the farm and sells vegetables not only on their village’s market but also sells them to the outside clients. He has a cell phone just because he has to contact his clients and relatives, and most important, contact with his daughter, who is now studying in high school. He even ordered a in-school achievement report service, which charge 5 Yuan a month. <ul><li>Cell phone and digital contents using information </li></ul><ul><li>Cell phone model: Nokia 1110, black and white screen </li></ul><ul><li>Operator choice: China Unicom </li></ul><ul><li>Fee per month: 30 RMB </li></ul><ul><li>Main function using: calling, message, offline game </li></ul><ul><li>Target and motivation </li></ul><ul><li>Wang Zhiguo uses cell phone to: </li></ul><ul><li>contact with his daughter studying in the city </li></ul><ul><li>contact with relatives and friends </li></ul><ul><li>listen to music </li></ul><ul><li>Business goal </li></ul><ul><li>We hope Wang Zhiguo to: </li></ul><ul><li>be interested in some agriculture consultant contents through cell phone </li></ul><ul><li>be interested in some information service about his daughter and a social network service with all the other parents and teachers </li></ul>Consciousness Agriculture contractor working on traditional farm: Wang Zhiguo <ul><li>“ My hope is my daughter, I hope she can go to college and hope she a better future. Then all my hard work is worthy.” </li></ul><ul><li>An agriculture contractor building greenhouses. </li></ul><ul><li>He likes to spend money on his daughter. </li></ul>Price Emotion Fashion Utilization Entertainment Price Emotion Fashion Utilization Entertainment
  16. 16. Persona 5 <ul><li>Self information </li></ul><ul><li>Career: work in a local factory </li></ul><ul><li>Location: suburb of Mianyang, Sichuan Province </li></ul><ul><li>Age: 22 </li></ul><ul><li>Family status: single, depend on his family </li></ul><ul><li>Leisure time: listen to music, play games with friends and surf web </li></ul>Introduction Ba Hongjiang is a city youth, and just start his working life. His father bought him a very cool cell phone. He calls hourly each day and send messages with friends time to time. He pay more attentions to sport news and entertainment news, he doesn’t have a very clear life goal in future. In leisure time, he likes to listen to music, surf web, and play some offline and online games through his cell phone. Refer to cell phone’s function, he use cell phone not only to contact friends, but also to have a colorful life. <ul><li>Cell phone and digital contents using information </li></ul><ul><li>Cell phone model: Nokia, colorful screen, handwriting, music, camera, GPRS </li></ul><ul><li>Operator choice: China Mobile </li></ul><ul><li>Fee per month: 200-300 RMB </li></ul><ul><li>Main function using: calling, message, music, offline and online game, MMS, CRBT, camera, online reading </li></ul><ul><li>Target and motivation </li></ul><ul><li>Ba Hongjiang uses cell phone to: </li></ul><ul><li>contact with his friends </li></ul><ul><li>listen to music </li></ul><ul><li>play online game </li></ul><ul><li>surf web </li></ul><ul><li>Business goal </li></ul><ul><li>We hope Ba Hongjiang to: </li></ul><ul><li>be interested in some game design </li></ul><ul><li>be interested in some other kinds of online service, for example, reading, watching and shopping (pay when the goods are arriving) </li></ul>Consciousness Try to act as a city youth : Ba Hongjiang <ul><li>“ I like play games with my friends.” </li></ul><ul><li>Pay 200-300 per month for colorful cell phone services. </li></ul><ul><li>Follow the latest fashion trends. </li></ul>Price Emotion Fashion Utilization Entertainment Fashion Entertainment Utilization Price Emotion
  17. 17. Persona 6 <ul><li>Self information </li></ul><ul><li>Career: professional Anyway pyramid seller </li></ul><ul><li>Location: suburb of Zhuji, Zhejiang Province </li></ul><ul><li>Age: 40 </li></ul><ul><li>Family status: married, one son who is in middle school now </li></ul><ul><li>Leisure time: watch TV, shopping, have party with friends </li></ul>Introduction Zeng Zouli is an independent women, possessing of herself career. She has several phones. She calls hourly each day and send message with clients and friends time to time. She pays attention to news, economic programs and some information which related with her job. She has a clear life goal in recent years. In leisure time, she likes to watch TV, shopping and have party with friends. Refer to cell phone’s function, she mainly use telephone to contact her clients and friends, and hardly listen to music. She said if there is some service about hairdressing and health, she will be very happy. <ul><li>Cell phone and digital contents using information </li></ul><ul><li>Cell phone model: Nokia, Moto, and etc. colorful screen, handwriting, music, camera </li></ul><ul><li>Operator choice: China Unicom </li></ul><ul><li>Fee per month: 300 RMB </li></ul><ul><li>Main function using: calling, message </li></ul><ul><li>Target and motivation </li></ul><ul><li>Zeng Zouli uses cell phone to: </li></ul><ul><li>contact with her clients hourly </li></ul><ul><li>contact with relatives and friends </li></ul><ul><li>listen to music between times </li></ul><ul><li>Business goal </li></ul><ul><li>We hope Zeng Zouli to: </li></ul><ul><li>be interested in some health consultant contents through cell phone </li></ul><ul><li>be interested in some information service about her son and a social network service with all the other parents and teachers </li></ul>Consciousness Pyramid selling is not only a career but also a social cycle : Zeng Zouli <ul><li>“ I am very happy and enjoying my current life but I will not be satisfied with it and I have a clear life goal in future.” </li></ul><ul><li>Pay more that 300 per month for contacting clients. </li></ul><ul><li>Care about in formations relative with her job. </li></ul>Emotion Price Emotion Fashion Utilization Entertainment Price Fashion Utilization Entertainment
  18. 18. Common Goals Definition <ul><li>We summarized 6 personas’ common goals: </li></ul>Cao Lingling Li Xiao Liu Yuhuan Wang Zhiguo Ba Hongjiang Zeng Zouli Common Goals <ul><li>Contact with kids </li></ul>Adult farmers in China have a strong sense of family love. They want to have pictures of their family and latest information about their kids. They want to hear voice of the kids and keep a close contact with them. And they are willing to pay for service which provides news about their kids. <ul><li>Contact with friends </li></ul>The daily use of cell phone for farmers will be mainly for the contact with friends and neighbors. They care much about news from their friends and neighbors. Some of them also like gossips for fun. <ul><li>Access to agriculture information </li></ul>TV is main information channel for farmers, but they want more information for planting and selling. Farmers of family-owned small business need information about their products, customers and markets. They also need to share these information with their families and friends. <ul><li>Multimedia entertainment function </li></ul>The consumption and use of multimedia digital content (e.g. pictures, music, games) in the countryside fall behind the present market and there is a lot of space. The better news is that they like cell phone with a national brand because they are multifunctional, and they are quite interested in digital content service. <ul><li>Digital equipment for daily use </li></ul>Farmers do not have much digital equipment like computers, digital cameras and so on. They hope their cell phone could be multifunctional in order to fulfill their entertainment need at a reasonable price. They do not have a high demand for quality, basic function like music, photo taking, games, surf online can be enough.
  19. 19. Design Concepts Goal Design Concepts Contact with kids <ul><li>Core concept: Meet customers' emotional demand, enhance emotional contact. </li></ul><ul><li>Principles: Simple but Practical. </li></ul><ul><li>E.G. : </li></ul><ul><li>Personal blogs of children photos: Young moms can upload photos of their kids. They can edit these photo online, and write diary about their little kids. </li></ul><ul><li>Digital content service about the study of kids: Parents in the countryside need this service a lot, information about junior and senior school study, entrance examination and so on would be great help for them. </li></ul><ul><li>Communication platform for parents and teachers: a content service that could be a platform to enhance communication between parents and teacher. Parents can know better about their kids in school about their study, life, security and so on. </li></ul>Contact with friends <ul><li>Core concept: Make friends contacting more easier and colorful, meet customer demand of knowing friends recent detail easily. </li></ul><ul><li>Principles: Much more user experience. </li></ul><ul><li>E.G.: </li></ul><ul><li>A friends community: a content service that will open a community for the communication and sharing between friends. </li></ul>
  20. 20. Design Concepts Goal Design Concepts Access to information <ul><li>Core concept: Meet all typical farmer’s demand for information. </li></ul><ul><li>Principles: Supply useful and targeted information to different group of farmers. </li></ul><ul><li>E.G.: </li></ul><ul><li>An agriculture experts platform service for farmers: Farmers could upload picture of their plant, wheat and soil information, etc. And experts can give suggestions to farmers. It will solve the information asymmetry between farmers and experts, to help improve the agriculture production.  </li></ul><ul><li>Platform for family-owned factories and business: a digital content service that could help these farmers know better about the market, and get the channel to sell product through this platform. </li></ul><ul><li>Platform for young women: a digital content service that will give them information about beauty and keeping health. And they can also share these information and their own experiences with their friends. </li></ul><ul><li>Search engine service through text message. </li></ul>Multimedia entertainment function <ul><li>Core concept: Make farmers’ life colorful and digitalized. </li></ul><ul><li>Principles: Simple and interesting. </li></ul><ul><li>E.G.: </li></ul><ul><li>“ Mr Geomantic omen” cell phone : Use GPRS to decide the location of the house and (or) ancestral grave, believed by Chinese farmers to have an influence on the fortune of a family. </li></ul><ul><li>“ Mr Name” cell phone: It can help farmers to find a name for child, and can analysis the lucky index of existent name, which is popular in Chinese village nowadays. </li></ul><ul><li>Video game download: Online video games, interactive between users. </li></ul>
  21. 21. <ul><li>Platform introduction </li></ul><ul><ul><li>This system is specially designed for 800 million farmers (especially farm contractor, flower or vegetable contractor, for example) in China and it is designated to improve the quality of farmers' digital life. </li></ul></ul><ul><ul><li>It includes 3 parts, farmer user interface, experts supervising platform and data base service. </li></ul></ul><ul><ul><li>It will solve the information asymmetry between farmers and experts, to help improve the agriculture production.   </li></ul></ul><ul><ul><li>It will ultimately increase the productivity to a new level in China. </li></ul></ul>Business Project Suggestion-Experts Supervising Platform
  22. 22. <ul><li>A: Farmer user interface </li></ul><ul><ul><li>Farmers could upload picture of their plant, wheat and use an attached appliance to detective soil information, etc. And farmer got experts advice from the cell phone. </li></ul></ul><ul><li>B: Experts supervising platform </li></ul><ul><ul><li>It is an experts' platform that integrates insects screening and killing, soil testing, crop selling and agriculture technology communication. </li></ul></ul><ul><li>C: Data base service </li></ul><ul><ul><li>With a valuable database, it can help farmers to select seeds, test the soils, find ways to kill pests through the system. The database is also valuable to government and research agencies. </li></ul></ul>A B C 1 Take photos of the sick crops 2 Detective appliance collects soil information and transmit it to the cell phone 3 Cell phone transmits the collected information to expert supervising platform 4 Experts feedback information to cell phone
  23. 23. Website Architecture
  24. 24. Website UI Design 网站 LOGO 系统图标 网站应用 印刷应用 印刷品 天气 土壤 水质 病虫害 新种信息 供求信息 国家政策 农村技术服务 视频
  25. 25. Mainpage A B B C D
  26. 26. Other pages D A B B C
  27. 27. Other pages
  28. 28. Other pages
  29. 29. demo
  30. 30. Mobile Phone Platform 产品的设计优化主要是针对手机平台的,主要为流程的优化,通过专家评审和用户测试的方法在用户操作流程上做优化提案。 进入 FARMO 平台 专家平台 资讯专栏 下载中心 信息订阅 输入所在地 浙江慈溪 对作物进行拍照 问题描述 数据类型 土壤 PH 值 土壤养分 土壤湿度 环境温度 氮 N 磷 P 钾 K 有机质 SOM 输入问题描述 生成问题单子 递交
  31. 31. Step 1: Firstly SK could enter the China market by occupying the major cities <ul><li>Three steps strategy: from big cities to suburbs and then to rural areas. </li></ul>Strategy Step 3: For our big future, we aim to serve all Chinese farmers in developing countryside Step 2: We SK can then develop to help farmers in city’s suburb of provinces in costal areas
  32. 32. Strategy
  33. 33. Team <ul><li>Farm Walk Group </li></ul><ul><ul><li>M a Wenyan , 1st year master, Chemistry </li></ul></ul><ul><ul><li>Bie Huarong, 1st year master, Management Engineer </li></ul></ul><ul><ul><li>Yao Lining, 1st master, Industry Desgn </li></ul></ul><ul><li>Appreciation </li></ul><ul><ul><li>Professor Luo, ergonomists, good at user experience research and user-centered design </li></ul></ul><ul><ul><li>Ixae, 2nd year mast, major in Applied Psychology </li></ul></ul><ul><li>Thank you! </li></ul>SK company and farmers in China will see a win-win future!!! SK has its competitive advantage in this market, and will surely become the market winner!

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