SETTLEMENT
A Cafe for Young Nomads to Communicate
Course Leader:
Dr. Xin XiangYang
Prepare by:
SHAO ZhouYi
09529391G
2010 ...
TABLE OF CONTENT
1. INTRODUCTION
2.PHASE 1 - Identifying Opportunities
2.1. Rationale
2.2. Target User Group
2.2.1. Tradit...
3.4. Value Opportunity Analysis (VOA) of Existing Product/ Service
3.5. Product/Service Criteria
4. PHASE 3: Conceptualizi...
1. INTRODUCTION
The processes used by this paper are based on the Creating Breakthrough Products by Cagan and Vogel (2002)...
SD 5202 Innovative Products and Services Development
SHAO ZhouYi, 09529391G
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2. PHASE 1 - Identifying Opportunities
2.1. Rationale
Identifying an opportunity in first phase of iNPD process includes three main parts: user group, SET factor...
2.2. Target User Group
2.2.1. Traditional Nomads
In this case, target user group is nomad who moves from one location to a...
2.2.2. Modern Nomads
Traditional nomadic behaviors are increasingly rare in industrialized countries. However, the idea of...
2.2.4. Target User Group Analysis
In order to know about young nomads’ lives and habits, our group members make several in...
SD 5202 Innovative Products and Services Development
SHAO ZhouYi, 09529391G
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NEEDS WANTS
WORRIES
Eating habits
Accessibi...
2.3. SET Factors Analysis
SET factors analysis is used as a tool to go in depth based on secondary research.
SD 5202 Innov...
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SOCIAL
TECHNOLOGY ECONOMY
20 to 30 years ag...
2.4. Product or Service Opportunity Gaps (POG’s)
Based on the SET factor and user group analysis, some problems show up as...
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Product Opportunity Gaps
(POGʼs)
Overcome t...
2.5. Weighted Matrix
Diagram 2.5.1. Ranking of needs and wants
SD 5202 Innovative Products and Services Development
SHAO Z...
Diagram 2.5.2. Weighting of Identified Opportunities
CRITERIA
Overcome the
language boundary
Helper for the first time
arri...
2.6. Defining Opportunity
The Weighted Matrix shows that the main product opportunity gap is developing a product, a place...
SD 5202 Innovative Products and Services Development
SHAO ZhouYi, 09529391G
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3. PHASE 2 - Understanding Opportunities
3.1. Rationale
Understanding opportunities in second phase of iNPD process help to define final design concept. Based upon...
3.2. Existing Product / Service
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SOCIAL MEDI...
3.3. Positioning Map
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The positioning map sh...
3.4. Value Opportunity Analysis (VOA) of Existing Product/ Service
LOW MEDIUM HIGH
EMOTION
Adventure
EMOTION
Independence
...
LOW MEDIUM HIGH
IDENTITY
Point in time
IDENTITY Sense of placeIDENTITY
Personality
IMPACT
Social
IMPACT
Environment
CORE T...
3.5. Product/Service Criteria
SD 5202 Innovative Products and Services Development
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1
Break the c...
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4. PHASE 3: Conceptualizing Opportunities
4.1. Persona & scenario
SD 5202 Innovative Products and Services Development
SHAO ZhouYi, 09529391G
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•24 years old
•Just...
4.2. Product Concepts
Based on the criteria of service and product, some brainstorming concepts are listed:
a.SETTLEMENT
A...
4.3. Weighted Matrix for the identified concepts
CRITERIA SETTLEMENT CAFE MOBILE DEVICE GUEST HOUSE
Break the communicatio...
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5. PHASE 4: Realizing Opportunities
5.1. Benchmarking VOA
LOW MEDIUM HIGH
Confidence
Belonging
Happiness
Ambience
Entertainment
Appropriate
Reliability
Efficien...
5.2. Skateholders Analysis
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NEW YOUNG
NOMADS...
5.3. Task Analysis about User Experience
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Ar...
5.4. SETTLEMENT System Prototyping
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NEW YOUN...
6. CONCLUSION
SETTLEMENT Cafe is an attempt for young nomads to communicate with others, which is based on these exploring...
8. APPENDIX
Data about interview with young nomads
BASIC INFO INTRODUCTION
Name: Natalia
Age: 25
Gender: Female
Origin: Sp...
BASIC INFO INTRODUCTION
Name: Kim
Age: 25
Gender: Female
Origin: UK
BACKGROUND:
•A backpacker
• Travelled all over Asia be...
BASIC INFO INTRODUCTION
Name: Frank
Age: 21
Gender: Male
Origin: UK
BACKGROUND:
• Born an raised in the UK but has family ...
BASIC INFO INTRODUCTION
Name: Peng Wei
Age: 22
Gender: Male
Origin: China
BACKGROUND:
• From mainland China
• Studied engi...
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Settlement-A cafe for young nomads to communicate

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The objective of this project is to find an opportunity gap and develop an innovative product or service based on the tools such as SET factors, Value Opportunity Analysis and Positioning Map etc. The whole phases will narrow down the opportunities and find out the final concept through all phases.

A cafe which allows young nomads communicate with each others, build social network and relax at the same time. It customizes whole experience from yound nomads' arrival until he leaves. Serveral service areas such as renting area, living habit area and experience sharing area etc will be built.

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Settlement-A cafe for young nomads to communicate

  1. 1. SETTLEMENT A Cafe for Young Nomads to Communicate Course Leader: Dr. Xin XiangYang Prepare by: SHAO ZhouYi 09529391G 2010 MDes Interaction Design, School of Design The Hong Kong Polytechnic University
  2. 2. TABLE OF CONTENT 1. INTRODUCTION 2.PHASE 1 - Identifying Opportunities 2.1. Rationale 2.2. Target User Group 2.2.1. Traditional Nomads 2.2.2. Modern Nomads 2.2.3. Defining Target User Group 2.2.4. Target User Group Analysis 2.3. SET Factors Analysis 2.4. Product or Service Opportunity Gaps 2.5. Weighted Matrix 2.6. Defining Opportunity 3. PHASE 2: Understanding Opportunities 3.1. Rationale 3.2. Existing Product/ Service 3.3. Positioning Map SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 2
  3. 3. 3.4. Value Opportunity Analysis (VOA) of Existing Product/ Service 3.5. Product/Service Criteria 4. PHASE 3: Conceptualizing Opportunities 4.1. Persona & scenario 4.2. Product Concepts 4.3. Weighted Matrix for the identified concepts 5. PHASE 4: Realizing Opportunities 5.1. Benchmarking VOA 5.2. Skateholders Analysis 5.3. Task Analysis about User Experience 5.4. SETTLEMENT System Prototyping 6. CONCLUSION 7. REFERENCES 8. APPENDIX SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 3
  4. 4. 1. INTRODUCTION The processes used by this paper are based on the Creating Breakthrough Products by Cagan and Vogel (2002). This paper deals with the whole exploration of a new product/service based on four main stages: •PHASE 1 - Identifying Opportunities •PHASE 2 - Understand Opportunities •PHASE 3 - Conceptualizing Opportunities •PHASE 4 - Realizing Opportunities The objective of this paper is to find an opportunity gap and develop an innovative product or service based on the tools such as SET factors, Value Opportunity Analysis and Positioning Map etc. The whole phases will narrow down the opportunities and find out the final concept through all phases. SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 4
  5. 5. SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 5 2. PHASE 1 - Identifying Opportunities
  6. 6. 2.1. Rationale Identifying an opportunity in first phase of iNPD process includes three main parts: user group, SET factor analysis, and product opportunity gaps. In order to understand users’ behaviors and habits, three aspects (basic needs, wants and worries) are considered to categorize information about young nomads, which is essential in this case since nomad is a new type of people and there doesn’t have a lot of researches on them. Based upon user group analysis, several SET factors from the social, economic and technological aspects are listed in order to explore the product opportunity gaps (POG’s). Finally, weighted matrix is used to narrow down the opportunity gaps and find out the most suitable one. SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 6 PHASE 1 User Group SET Factor Analysis POGʼs Weighted Matrix { } PHASE 2 Primary Research Secondary Research •Social •Economic •Technological Narrow down the opportunities
  7. 7. 2.2. Target User Group 2.2.1. Traditional Nomads In this case, target user group is nomad who moves from one location to another in order to seek for a better opportunity and life. The term nomad is a Greek word which means those who let pasture herds. Nomadic cultures are categorized in three according to economic specialization [1]: •Nomadic hunter-gatherers are the people moving around to chase the food. •Pastoral nomads move between several different homes throughout the year according to where the best resources are at any given time. •Peripatetic nomads refer to mobile populations moving among settled populations offering a craft or trade. SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 7 Left: Traditional Nomads Right: Modern Nomads Resource: http://blog.dialaphone-blog.co.uk/blog/ 2008/05/01/the-ultimate-guide-to-becoming-an- urban-nomad/
  8. 8. 2.2.2. Modern Nomads Traditional nomadic behaviors are increasingly rare in industrialized countries. However, the idea of the modern nomads has risen and cannot be ignored anymore. The way of modern nomad’s living has even become a lifestyle, which has an appeal for the modern individual. The traits that make up the nomadic lifestyle are seen as beneficial in their contrast to the modern, more stationary, way of life. [2] There are some reasons that people pursuing nomadic lifestyle: •People are easy to get bored with their lives and trying to find out change. •The urban lives restrict people in many ways. People cannot arrange their lives following arbitrary and are limited in the working days, distances of travel and social circumstances, etc. The nomadic life represents freedom from all of these constraints. •Different places means different cultures and experience. The nomadic life provides more working opportunities. 2.2.3. Defining Target Users Group Based on the modern nomads lifestyle, the focus target users are narrowed down to young nomads who are energetic, curious and ambitious which make them more suitable for this wandering life. However, they won’t stay in a city for a long time since they are very easy to get tired of current life. Developing products or services for young nomads is a challenge but also interesting because this kind of challenges always lead to creative and innovative ideas. SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 8
  9. 9. 2.2.4. Target User Group Analysis In order to know about young nomads’ lives and habits, our group members make several interviews about them. The interviews were not restricted in special aspects and provided freedom to the answers. After arranging and analyzing the information, it shows that young nomads are curious and ambitious and open to every opportunities when they arrive a new place. They believe they will have a better life there. However, they also have a lot of basic needs and worries, specially, are eager to build their social network and find jobs (if they are financially independent). (see APPENDIX for details) According to this primary research, the following digram (Figure 2.2.4) attempts to explore young nomads’ lifestyle from three aspects: needs, wants and worries. Through analyzing the basic needs and wants, it leads to some type of information that young nomads will worry about. SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 9
  10. 10. SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 10 NEEDS WANTS WORRIES Eating habits Accessibility Communication Connectivity Value for money A job (Financial support) Work Permit Visa Resources (Info) Find or develop hang outs Create a social network Create a professional network Entertainment YOUNG NOMADS Space to live Basic living equipments Language Cultural etiquette Getting ripped off Hygiene Safety Figure 2.2.4 How to find a place to live How to get around, know neighborhood How to make new friends How to find info about job
  11. 11. 2.3. SET Factors Analysis SET factors analysis is used as a tool to go in depth based on secondary research. SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 11 SOCIAL TECHNOLOGY ECONOMY Global citizenship Cultural exchange Efficient Culture Different values and structures impact Advantage of bilingual service and education Easy access for most nationalities Three month stay without Visa City encouraging entrepreneurship an important Asian hub More work and business opportunities in Asia Small and very expensive housing Lack of personal/professional space Low salaries for the young and inexperienced very high income gap Competitive professional environment Money is very important in HK Consumption is the main leisure activity in HK Cheap eating possibilities outside the home Good and cheap public transport financial pressure Thrifty way of living Financially dependent International mobility Online accessibility to information Note book computer, work is now portable Mobile Communication Technology Virtual global networks facebook and linkedin Online gaming and virtual alter ego’s Internet phone and video Web 2.0, blogs, twitter Increasing WIFI access portable technology for people that easy to move from one place to another multicultural and diverse living in a high density city Low culturally activities (but improving) Pressure of dealing with personal relationships Lacking a sense of belonging Sentiment of loneliness Increasing curiosity for different culture Desire for independence Figure 2.3.1. Group Work Reference YOUNG NOMADS
  12. 12. SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 12 SOCIAL TECHNOLOGY ECONOMY 20 to 30 years age Single Eager to be independent Easy to integrate into foreign culture Love to make friends Desperate searching for job Financially independent Family financial support Intend to find freelance Prefer creative jobs Asia becomes a good opportunity Rent small and cheap house Eating cheap Pay a lot of money for what they like High-technology mobile device on-line (web-based) application laptop provides portable Virtual Reality Wireless connection WIFI Web 2.0 YOUNG NOMADS Figure 2.3.2. Intend to move into a high density city Homesick and loneliness Connection to family and friends Hard to deal with personal relationship
  13. 13. 2.4. Product or Service Opportunity Gaps (POG’s) Based on the SET factor and user group analysis, some problems show up as below: SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 13 SOCIAL 20 to 30 years age Single Eager to be independent Easy to integrate into foreign culture Love to make friends Desperate searching for job Intend to move into a high density city Homesick and loneliness Connection to family and friends Hard to deal with personal relationship ECONOMY TECHNOLOGY High-technology mobile device on-line (web-based) application laptop provides portable Virtual Reality Wireless connection WIFI Web 2.0 Financially independent Family financial support Intend to find freelance Prefer creative jobs Asia becomes a good opportunity Rent small and cheap house Eating cheap Pay a lot of money for what they like + Language Cultural etiquette Getting ripped off Hygiene Safety How to find a place to live How to get around, know neighborhood How to make new friends How to find info about job WORRIES =
  14. 14. SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 14 Product Opportunity Gaps (POGʼs) Overcome the language boundary Guide to explore the new city such as culture and living habit Opportunity provider specially for young nomads Helper for the first time arrive Service/product to improve communication with others The opportunity gaps are based on the sequence after young nomads arriving a new city. Figure 2.4.1.
  15. 15. 2.5. Weighted Matrix Diagram 2.5.1. Ranking of needs and wants SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 15 High Priority Space to live Resource (info) Communication Find a job Safety Hygiene Create social network Important Useful Nice to have Basic living equipment Create professional network Entertainment Cultural etiquette
  16. 16. Diagram 2.5.2. Weighting of Identified Opportunities CRITERIA Overcome the language boundary Helper for the first time arrive Guide to explore the new city such as culture and living habit Improve communication with others Opportunity provider specially for young nomads space to live 0 3 2 3 4 Resource (info) 1 5 4 2 4 Communication 5 3 4 5 3 Find a job 3 2 2 3 5 Safety 4 4 3 3 3 Hygiene 0 2 2 2 2 Create social network 4 5 3 5 3 Basic living equipment 2 3 2 2 1 Create professional network 4 4 5 3 2 Entertainment 2 1 2 4 1 Cultural etiquette 3 4 5 2 2 TOTAL 25 35 29 45 37 SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 16
  17. 17. 2.6. Defining Opportunity The Weighted Matrix shows that the main product opportunity gap is developing a product, a place or a service, which could not only improve the communication between young nomads and other people, but also helps them to explore more about new city. SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 17
  18. 18. SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 18 3. PHASE 2 - Understanding Opportunities
  19. 19. 3.1. Rationale Understanding opportunities in second phase of iNPD process help to define final design concept. Based upon the secondary research on the existing product or service which help new visitors to explore the city, a positioning map is shown to present a clear rule that shows the possible opportunities for the young nomads to communicate. VOA, as an analysis tool helps to enhance final concepts and create the product/service criteria. SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 19 PHASE 2 Positioning Map VOA Product Criteria { } PHASE 3 Secondary Research Opportunity Related Research
  20. 20. 3.2. Existing Product / Service SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 20 SOCIAL MEDIA http://www.facebook.com/ http://twitter.com/ Facebook and Twitter are both famous social media website which provides a connection between friends or strangers. The MDKeeper http://www.medgadget.com/archives/ 2005/08/the_mdkeeper.html An Israeli company Tadiran Spectralink Ltd., known for its "wireless communications products for manned and unmanned aircraft, guided weapons and space platforms," has paired with Siemens to develop a portable wireless monitoring device for chronically ill patients and the elderly. Mac Book Air http://www.apple.com/macbookair/ MacBook Air is carved from a solid sheet of aluminum. This revolutionary unibody design replaces many parts with just one and results in a clean, seamless appearance. The anodized aluminum surface and stunning contours confirm MacBook Air as a feat of beautiful engineering.
  21. 21. 3.3. Positioning Map SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 21 The positioning map shows some existing products, places and service in the market nowadays. They are categorized by virtual place and real environment, public interaction and privacy interaction. According to the positioning map, it will show a opportunity gap in the market which refers to a real place providing public interaction to all the customers. Public Privacy interaction Virtual Real Opportunity Gap
  22. 22. 3.4. Value Opportunity Analysis (VOA) of Existing Product/ Service LOW MEDIUM HIGH EMOTION Adventure EMOTION Independence EMOTION Security EMOTION Sensuality EMOTION Confidence EMOTION Power ERGONOMICS Comfort ERGONOMICS SafetyERGONOMICS Ease of use AESTHETICS Visual AESTHETICS Auditory AESTHETICS TactileAESTHETICS Olfactory AESTHETICS Taste SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 22
  23. 23. LOW MEDIUM HIGH IDENTITY Point in time IDENTITY Sense of placeIDENTITY Personality IMPACT Social IMPACT Environment CORE TECH. Reliable CORE TECH. Enabling QUALITY Craftsmanship QUALITY Durability SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 23
  24. 24. 3.5. Product/Service Criteria SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 24 1 Break the communication boundary between young nomads and local people. 2 A physical space allowing a lot of people communicating and build social relationship. 3 Large amount of information will be published in the space 4 Special services for young nomads such as experience, information sharing 5 Information and personal safety 6 Customize whole experience for young nomads in one city
  25. 25. SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 25 4. PHASE 3: Conceptualizing Opportunities
  26. 26. 4.1. Persona & scenario SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 26 •24 years old •Just graduate from the university •Trying to find new opportunity in HK •No friend in HK •No job and rely on the family to support his financial •Attempt to explore the city and make some new friends •No language boundary but no access to meet new friend SCENARIO Jack has just been in Hong Kong for one week. This is the first time he visits Hong Kong and just lives in hotel since he hasnʼt find a suitable apartment. Jack plans to stay in Hong Kong for a year to study a program and finds a part-time job at the same time. He wants to live by his own and eager to know the rent, job information. Besides, he is open to make friends and explore more about Hong Kong. Jack
  27. 27. 4.2. Product Concepts Based on the criteria of service and product, some brainstorming concepts are listed: a.SETTLEMENT A cafe which allows young nomads communicate with each others, build social network and relax at the same time. It customize whole experience from young nomads’ arrival until he leaves. Several service areas such as renting area, living habit area and experience sharing area etc will be built. b.MOBILE DEVICE A mobile device especially designed for young nomads which provides all the useful information about the new city, such as the rent information or job vacancy. It will also update the information weekly until young nomads are get used to their life in new city. c.GUEST HOUSE A house renting system which allows young nomads get house easily. Some special introductions will also be taught to new arrivals such as how to apply for a visa, how to find housing, how to get around etc. Besides, it will gather similar nomadic people to share their personal experience SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 27
  28. 28. 4.3. Weighted Matrix for the identified concepts CRITERIA SETTLEMENT CAFE MOBILE DEVICE GUEST HOUSE Break the communication boundary between young nomads and local people. 5 0 3 A physical space allowing a lot of people communicating and build social relationship. 5 0 4 Large amount of information will be published in the space 5 3 4 Special services for young nomads such as experience, information sharing 5 3 4 Information and personal safety 4 1 3 Customize whole experience for young nomads in one city 3 2 3 TOTAL 40 23 35 SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 28
  29. 29. SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 29 5. PHASE 4: Realizing Opportunities
  30. 30. 5.1. Benchmarking VOA LOW MEDIUM HIGH Confidence Belonging Happiness Ambience Entertainment Appropriate Reliability Efficiency Accessibility Proximity Influence Longevity SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 30
  31. 31. 5.2. Skateholders Analysis SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 31 NEW YOUNG NOMADS YOUNG NOMADS SETTLEMENT CAFE Parents Friends Asia Expat Management Website Service Space Website Designer Website Host Equipment Management Architect/ Interior Designer Landlord Cleaning & Maintenance Serving Staff Secretary Media Newspaper Internet MagazineMessage Asia Expat Parents Friends Nomads Friends
  32. 32. 5.3. Task Analysis about User Experience SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 32 Arrive HongKong at the first time Live for a period time Have enough experience in HK Leaving HongKong Know about HK at the first time Absorbing some basic living information and skill in HK from SETTLEMENT Become “old” nomads who has enough experience to share with others Start to explore the cultural background about HK Find second-key information from SETTLEMENT such as how to buy the cheap goods and how to spend the weekend. Build social and professional relationship at last
  33. 33. 5.4. SETTLEMENT System Prototyping SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 33 NEW YOUNG NOMADS Build social network Make friends Relaxation Share experience YOUNG NOMADS Explore city SETTLEMENT CAFE
  34. 34. 6. CONCLUSION SETTLEMENT Cafe is an attempt for young nomads to communicate with others, which is based on these exploring product phases. This design originates from the user group analysis and research, narrowing down the opportunity gaps again and again, and finally find a way to solve the problems. It would create a useful and desirable environment for young nomads and have potential market and development in the future. 7. REFERENCE 1. Nomadic Peoples, Commission on Nomadic Peoples, No 28, Uppsala, 1991. 2. Kathryn, the Ultimate Guide to Becoming an Urban Nomad http://blog.dialaphone-blog.co.uk/blog/2008/05/01/the-ultimate-guide-to-becoming-an-urban-nomad/ 3. Jonathan Cagan, Craig M. Vogel. Creating Breakthrough Products Innovation from Product Planning to Program Approval SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 34
  35. 35. 8. APPENDIX Data about interview with young nomads BASIC INFO INTRODUCTION Name: Natalia Age: 25 Gender: Female Origin: Spain BACKGROUND: • A Product designer • Came to HK for a 4 month internship + 2 month ext. • She previously lived in Vienna • Arrived with one suitcase • Did not know anyone in Hong Kong before • Earnings HKD$150 per day • No Working Visa • Lives in a rather pricey serviced apartment, which she shares • Financially dependent from her parents • Her boyfriend is in Argentina OBJECTIVE: • To experience the internship • To build the social and professional network in HK • To meet people, make friends and get to know the culture • To maintain the long-term relationship with her boyfriend • To find a job after her Internship is over SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 35
  36. 36. BASIC INFO INTRODUCTION Name: Kim Age: 25 Gender: Female Origin: UK BACKGROUND: •A backpacker • Travelled all over Asia before arriving in Hong Kong • Has Chinese origin • Speaks Hakka dialect, and some Cantonese • Does not know Hong Kong • Stays with her cousin in a very small apartment • No permanent job • Teaching conversational English for money • Has saving which are rapidly decreasing OBJECTIVE: •To find work in the publishing sector • To get a Working Permit and a Hong Kong ID • To meet people, make friends and get to know the culture SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 36
  37. 37. BASIC INFO INTRODUCTION Name: Frank Age: 21 Gender: Male Origin: UK BACKGROUND: • Born an raised in the UK but has family in Hong Kong • Has some knowledge of the local culture and language but doesn’t know the place • Student • Shares a small flat with a roommate • Works part-time and is open for more work opportunities OBJECTIVE: • To be socially financially independent from his family • Looking for work related opportunities in Hong Kong • To build a professional network • To meet people, make friends and get to know the culture SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 37
  38. 38. BASIC INFO INTRODUCTION Name: Peng Wei Age: 22 Gender: Male Origin: China BACKGROUND: • From mainland China • Studied engineering in China • Studying towards and MSc. in Hong Kong. • Hardworking • Financially supported by his family, but careful with money • Has a distant relative living in Hong Kong • Shares his room with other students but is not very social • Feels alone • Calls his family once a week (Skype) OBJECTIVE: • To work in Hong Kong • Looking for better opportunities than back home • To build a professional network, (it is a challenge for him because he is not very social) SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 38

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