PROJECT BRIEF CONCEPT Seatquest is a smartphone game that uses gps (and humor) to guide the user through their NYC subway ride. From stop to stop the game provides a series of challenges—the goal of which is to find the most socially acceptable and comfortable seat.
PROJECT BRIEF PROBLEM Living in the congested city of New York can be very frustrating and getting around can be even worse. Everyday New Yorkers brave the filthy, cramped subway system—often spending hours a day with nothing to do. If your lucky enough to have a smartphone, you may be so wrapped up in a game that you miss your stop. SOLUTION While Seatquest is ultimately a game for leisure also helps the user to be more aware of polite behavior and encourage New Yorkers to be more respectful of each other. And with Seatquest will never let you miss your stop again!
CREATIVE BRIEF BACKGROUND SeatQuest is being done because it is a game that will allow users to ‘escape’ from the unpleasantness of the NYC Subway, as well as increase awareness of common behaviors that are irritating to others and guide the user through their trip by telling them where they are on their ride and when to get off. TARGET AUDIENCEThe target audience is anyone with a smartphone who lives in New York City. Of this group, most likely liberal minded, educated individuals in the 18–50 range.
CREATIVE BRIEF OBJECTIVES It should be FUN—meant to be an escape It should increase awareness of taboos and norms It should help guide users through the subway system Do they play more than once? Are people generally more polite after using/playing?Do users miss their stop/get lost in subway? SINGLE MESSAGEThe target audience is anyone with a smartphone who lives in New York City. Of this group, most likely liberal minded, educated individuals in the 18–50 range.
CREATIVE BRIEF SINGLE MESSAGEThe most important message to tell the audience of SeatQuest is that in cities like New York: everyone is frustrated with everyone else. I believe that a major problem with large cities like New York is that because of overcrowding and the fast pace, it is nearly impossible to treat everyone with sensitivity and kindness—it seems like everyone is “in your way”. What I hope SeatQuest can begin to embark on is the message that we all have these frustrations. When the user plays a game that ‘makes light’ of these situations, they can start to evaluate their own behavior and act how they hope others will act.
CREATIVE BRIEF DELIVERABLESThe message of SeatQuest should be apparent throughout the course of interacting and playing the game. TIMELINEAs currently gps is not available in the subway system, this game isn’t completely realistic yet. Already though the MTA uses countdowns for train arrivals and although they aren’t totally accurate, this is a good indicator that internet access will soon be available.
PERSONA NAME: LOCATION: STATUS: OCCUPATION: EDUCATION: Kate Windel, 20 New York, NY Single Barista High School Grad Kate lives in the outskirts of New York. She spent a year backpacking after high school andhas job at a cafe across town. She’s able to save enough money each month to put towardstuitionfor college in the fall. Kate is a hard worker ($10/hr plus good tips) and is able to puta lot away every month. Because of this, she like to indulge once in a while, and recentlygot the newest iphone a few weeks ago. So far she’s hooked. She’s been looking for the bestgames to play during her fairly long commute to work each day.
PERSONA While Kate enjoys chatting with her customers, she also can get pretty fed up dealing withpeopleall day, every day. Between impatient customers during the lunch rush and pushypeople in the subway to and from work, life in New York can be frustrating to say the least. It’s easy to say that dreads the train ride home after a long day serving café lattes’. Theride to work each day is half an hour, not including waiting for the bus, so she has a lot oftime to kill. She usually listens to music on her iphone and plays games, but has recently beenso absorbed in her game of solitare or scrabble that she misses her stop—which is the worst,because it means even more time on the dreadful subway.
USE CASE SCENARIO It’s early on a Thursday morning and Kate is excited to play a new game called SeatQuest on the way to work today. She gets to the 8th Av station and immediately opens the game thinking she’ll need to enter a lot of information such as which trains to take and where her destination is. To Kate’s surprise though, the game already knows she’s at the 8th Av station and tells her that the next N will arrive in 7 minutes.How cool! The game then asks for her destination and so she enters 34th St Herald Square. When the train arrives and the doors close, her first challenge begins. She stays wrapped up in the game until ittells her that the train is now at her destination. The rest of Kate’s day goes by as usual—the morning is steady, lunch is a haze of people bustlingin and out in a hurry and the afternoon is slow. The only notable thing that happened wasthat there was one business man who spoke to her slowly and deliberately as if she were a childand was, of course, very picky about his order. Kate couldn’t wait until he was gone. After only a quick 15 minute break in between customers Kate has had a long day at the café. She feels like she might fall asleep any second, so she knows she’ll need something to keep her awakefor her hour-long trip back home. Happily, when she opens the game on the downtown N platform,she is asked if she wants to continue her game from earlier in the day or start a new one. She feelslike she did pretty well in the morning, so she continues on in that game all the way home.
USE CASE SCENARIO 7am Rise and Shine! 7:45 Kate arrives at the 8th Avenue station. She had just downloaded a new game, SeatQuest, last night that she’s excited to play, because it uses gps to track her journey on the subway. She opens the app, and it already knows she’s waiting for the N to arrive at 8th Av (and that the next train will arrive in 7 mins). It asks her for her final destination and she inputs 34th St. 7:55 The crowded train arrives. Christina gets a spot near a door and begins the game. 9am Kate arrives right on time for work at the café. Kate takes a quick break before the lunch break and grabs some lunch nearby. 5pm Kate finishes her shift and is exhausted. Can’t wait to play SeatQuest on the way home.
IDENTITY & BRANDING
FLOW CHART,WIREFRAMES& STYLE GUIDE
AUDIO AUDIOL Train with doors – 00:44 Click 1 – 00:01 Click 2 – 00:01 Sax player in subway – 02:46 Subway Etiquette Video – 07:00 http://www.youtube.com/watch?v=gzHHuh7J8Bs