2010.Appalachian IDEAS Competition.Smart Phone Story
Prototyping Smart Phone Tours
Rachel M. Mason. Codie W. Monhollen, Kyle T. Horn,
and Brandi L. Vaughn
Appalachian Ideas Network 5th Competition
University of Kentucky
GSTR 110 Berea College
Berea KY 40404
EPG instills abilities via Service-Learning
Mission statement - educating and
inspiring students from Appalachia to
become service-oriented leaders
1,500 liberal arts students
Learning, Labor and Service
EPG Program defines “Entrepreneurial Leadership” as:
"A process when one person or a group
of people in a community originate an
idea or innovation for a needed change
and influence others in that community to
commit to realizing that change, despite
the presence of risk, ambiguity, or
Kentucky tourism is $10.1 billion industry employing
176,840 in 2007.
Tourism looms large within the Appalachia’s
Source: Berea Tourism Commission Strategic Plan, 2007 :
• $136 M in Madison
County in 2003
• 36% of $136M comes
• 43,000 vehicles pass
through I-75 daily
• 200 motor coaches w/30
people visit Berea
recognized as one of the great destinations of the United States
a celebration of Appalachian heritage and life
innovative and quality multi-county trail systems
world‐class adventure recreation venues
Characterizing a Design Thinker
Empathy. They can imagine the world from multiple perspectives – those of colleagues,
client, end users, and customers.
Integrative thinking. They not only rely on analytical processes but also exhibit the
ability to see all of the salient – and sometime contradictory – aspects of a confounding problem
and create novel solutions that go beyond and dramatically improve on existing alternatives.
Optimism. They assume that no matter how challenging the constraints of a given problem,
at least one potential solution is better than the existing alternatives.
Experimentalism. Design thinkers pose questions and explore constraints in creative
ways that proceed in entirely new directions.
Collaboration. The increasing complexity of products, services, and experiences has
replaced the myth of the lone genius with the reality of the enthusiastic interdisciplinary
Tim Brown, Design Thinking (Harvard Business Review, June 2008)
A Focus on Community Partners/Customers/Users.
Broad, Multi-Disciplinary Influences.
Ideation with Prototyping.
Design Thinking / Service Learning Engagers
2008 Survey of Wicked Problems*
1. Balancing long-term goals with short term demands.
2. Predicting returns on innovative concepts.
3. Innovating at he increasing speed of change.
4. Winning the war for world-class talent.
5. Combing profitability with social responsibility.
6. Protecting margins in a commoditizing industry.
7. Multiplying success by collaborating across silos.
8. Finding unclaimed yet profitable market space.
9. Addressing the challenges of eco-sustainability.
10. Aligning strategy with customer experiences.
* A wicked problem is a puzzle so persistent, pervasive, and slippery that it can seem insoluble.
Source: Neutron and Stanford University, 2008.
Build Prototypes Testing
Do we need
Common tourist questions
• Where should we go? DESTINATION
• What is there to do? NAVIGATION
• How are we going to do different activities?
• When is the best time?
• Where are things? WAYFINDING
• Who can I tell about my trip?
Manufacturer Motorola Apple
Motion T-Mobile Samsung
Product Name Droid iPhone 3GS
9630 myTouch 3G Behold II
Carrier Verizon AT&T Verizon T-Mobile T-Mobile
Display Resolution 480 x 854 inches 480 x 320 inches 480 x 360 inches 480 x 320 inches 480 x 320 inches
Camera Flash Yes No Yes No Yes
GPS Yes Yes Yes Yes Yes
WiFi Yes Yes No Yes Yes
E-Mail Yes Yes Yes Yes Yes
Digital Compass Visual voicemail Amazon MP3
Safari VZ Navigator myFaves
YouTube Google Maps
MP3 Yes Yes Yes Yes Yes
WMA Yes Yes Yes Yes
Other Media MPEG-4 MPEG-4
Streaming Video Yes Yes Yes Yes Yes
How many of you have a cell phone?
How many of you use the cell phone to help decide where
and what to visit?
How many of you used the cell phone to travel here?
Anglin Falls, Madison County, KY
…the mobile Internet will be
bigger than desktop PCs in five
Mary Meeker , Morgan Stanley on Internet trends at
Events@Google April 10, 2010.
…aiming information services at tourists makes
sense—since people are more likely to want
information when in an unfamiliar place. It could
give mobile roaming a whole new meaning.
2006 The Economist Newspaper
―Texting is still the most common activity on mobile – engaged
in by 224 million mobile users according to comScore and
detailed in our report,‖
Incorporating location information, combined with the high level
of attentiveness – 60 percent of consumers receiving location-
based SMS messages open them immediately - gives retailers
the ability to influence consumers when they are in the mindset
to take action.
Expect more retailers to shift budgets to mobile in 2010, Mobile Commerce Daily
.April 16, 2010
Acceptance and welcome
Expanding on reputation