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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 ...

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 Settlement-A cafe for young nomads to communicate Presentation Transcript

    • SETTLEMENTA Cafe for Young Nomads to CommunicateCourse Leader:Dr. Xin XiangYangPrepare by:SHAO ZhouYi09529391G2010 MDes Interaction Design, School of DesignThe Hong Kong Polytechnic University
    • SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391GTABLE OF CONTENT1. INTRODUCTION2.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 Opportunity3. PHASE 2: Understanding Opportunities 3.1. Rationale 3.2. Existing Product/ Service 3.3. Positioning Map 2
    • SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 3.4. Value Opportunity Analysis (VOA) of Existing Product/ Service 3.5. Product/Service Criteria4. PHASE 3: Conceptualizing Opportunities 4.1. Persona & scenario 4.2. Product Concepts 4.3. Weighted Matrix for the identified concepts5. PHASE 4: Realizing Opportunities 5.1. Benchmarking VOA 5.2. Skateholders Analysis 5.3. Task Analysis about User Experience 5.4. SETTLEMENT System Prototyping6. CONCLUSION7. REFERENCES8. APPENDIX 3
    • SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G1. INTRODUCTIONThe processes used by this paper are based on the Creating Breakthrough Products by Cagan and Vogel (2002). This paper deals withthe 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 OpportunitiesThe objective of this paper is to find an opportunity gap and develop an innovative product or service based on the tools such as SETfactors, Value Opportunity Analysis and Positioning Map etc. The whole phases will narrow down the opportunities and find out the finalconcept through all phases. 4
    • SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G2. PHASE 1 - Identifying Opportunities 5
    • SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G2.1. RationaleIdentifying an opportunity in first phase of iNPD process includes three main parts: user group, SET factor analysis, and productopportunity gaps. In order to understand users’ behaviors and habits, three aspects (basic needs, wants and worries) are considered tocategorize information about young nomads, which is essential in this case since nomad is a new type of people and there doesn’t havea lot of researches on them. Based upon user group analysis, several SET factors from the social, economic and technological aspectsare listed in order to explore the product opportunity gaps (POG’s). Finally, weighted matrix is used to narrow down the opportunity gapsand find out the most suitable one.PHASE 1 { User Group Primary Research SET Factor Analysis Secondary Research •Social •Economic •Technological POGʼs Weighted Matrix Narrow down the opportunities } PHASE 2 6
    • SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G2.2. Target User Group2.2.1. Traditional NomadsIn this case, target user group is nomad who moves from one location to another in order to seek for a better opportunity and life. Theterm nomad is a Greek word which means those who let pasture herds. Nomadic cultures are categorized in three according to economicspecialization [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. 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/ 7
    • SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G2.2.2. Modern NomadsTraditional nomadic behaviors are increasingly rare in industrialized countries. However, the idea of the modern nomads has risen andcannot be ignored anymore. The way of modern nomad’s living has even become a lifestyle, which has an appeal for the modernindividual. 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 GroupBased on the modern nomads lifestyle, the focus target users are narrowed down to young nomads who are energetic, curious andambitious which make them more suitable for this wandering life. However, they won’t stay in a city for a long time since they are veryeasy to get tired of current life. Developing products or services for young nomads is a challenge but also interesting because this kind ofchallenges always lead to creative and innovative ideas. 8
    • SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G2.2.4. Target User Group AnalysisIn order to know about young nomads’ lives and habits, our group members make several interviews about them. The interviews werenot restricted in special aspects and provided freedom to the answers. After arranging and analyzing the information, it shows that youngnomads are curious and ambitious and open to every opportunities when they arrive a new place. They believe they will have a better lifethere. However, they also have a lot of basic needs and worries, specially, are eager to build their social network and find jobs (if they arefinancially 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 willworry about. 9
    • SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G Eating habits Find or develop hang outs Create a social network Create a professional network Space to live Entertainment Basic living equipments Accessibility NEEDS WANTS Communication Connectivity Value for money A job (Financial support) Work Permit Visa Resources (Info) YOUNG NOMADS WORRIES Language How to find a place to live Cultural etiquette How to get around, know neighborhood Getting ripped off How to make new friends Hygiene How to find info about job SafetyFigure 2.2.4 10
    • SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 2.3. SET Factors Analysis SET factors analysis is used as a tool to go in depth based on secondary research. Global citizenship multicultural and diverse Cultural exchange living in a high density city Efficient Culture Low culturally activities (but improving) Different values and structures impact Pressure of dealing with personal relationships Advantage of bilingual service and education SOCIAL Lacking a sense of belonging Easy access for most nationalities Sentiment of loneliness Three month stay without Visa Increasing curiosity for different culture City encouraging entrepreneurship Desire for independence YOUNG NOMADS International mobility an important Asian hub Online accessibility to information More work and business opportunities in Asia Note book computer, work is now portable Small and very expensive housing Mobile Communication Technology Lack of personal/professional space Virtual global networks facebook and linkedin Low salaries for the young and inexperienced Online gaming and virtual alter ego’s TECHNOLOGY ECONOMY very high income gap Internet phone and video Competitive professional environment Web 2.0, blogs, twitter Money is very important in HK Increasing WIFI access Consumption is the main leisure activity in HKportable technology for people that easy to move Cheap eating possibilities outside the home from one place to another Good and cheap public transport financial pressure Thrifty way of living Financially dependentFigure 2.3.1. Group Work Reference 11
    • SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 20 to 30 years age Intend to move into a high density city Single Homesick and loneliness Eager to be independent Connection to family and friends Easy to integrate into foreign culture Hard to deal with personal relationship Love to make friends SOCIAL Desperate searching for job YOUNG NOMADS Financially independent High-technology mobile device Family financial support on-line (web-based) application Intend to find freelance laptop provides portable Prefer creative jobs Virtual Reality TECHNOLOGY ECONOMY Asia becomes a good opportunity Wireless connection Rent small and cheap house WIFI Eating cheap Web 2.0 Pay a lot of money for what they likeFigure 2.3.2. 12
    • SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G2.4. Product or Service Opportunity Gaps (POG’s)Based on the SET factor and user group analysis, some problems show up as below: 20 to 30 years age Single Eager to be independent Easy to integrate into foreign culture SOCIAL 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 + = Financially independent Family financial support Intend to find freelance WORRIES Prefer creative jobs ECONOMY Asia becomes a good opportunity Rent small and cheap house Eating cheap Pay a lot of money for what they like Language How to find a place to live Cultural etiquette How to get around, know neighborhood Getting ripped off How to make new friends Hygiene How to find info about job Safety High-technology mobile device on-line (web-based) application laptop provides portable Virtual RealityTECHNOLOGY Wireless connection WIFI Web 2.0 13
    • SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G Overcome the language boundary Helper for the first time arrive The opportunity gaps are Guide to explore the based on the sequence Product Opportunity Gaps new city such as after young nomads arriving a new city. (POGʼs) culture and living habit Opportunity provider specially for young nomads Service/product to improve communication with othersFigure 2.4.1. 14
    • SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G2.5. Weighted MatrixDiagram 2.5.1. Ranking of needs and wants Space to live Resource (info) Communication Find a job High Priority Safety Hygiene Create social network Important Basic living equipment Create professional network Useful Entertainment Cultural etiquette Nice to have 15
    • SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391GDiagram 2.5.2. Weighting of Identified Opportunities Guide to explore the Opportunity provider Overcome the Helper for the first time Improve communication CRITERIA language boundary arrive new city such as culture with others specially for young and living habit 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 4 4 5 3 2 network Entertainment 2 1 2 4 1 Cultural etiquette 3 4 5 2 2 TOTAL 25 35 29 45 37 16
    • SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G2.6. Defining OpportunityThe Weighted Matrix shows that the main product opportunity gap is developing a product, a place or a service, which could not onlyimprove the communication between young nomads and other people, but also helps them to explore more about new city. 17
    • SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G3. PHASE 2 - Understanding Opportunities 18
    • SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G 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.PHASE 2 { Opportunity Related Research Positioning Map VOA Product Criteria } PHASE 3 Secondary Research 19
    • SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G3.2. Existing Product / Service Mac Book Air The MDKeeper SOCIAL MEDIA http://www.apple.com/macbookair/ http://www.facebook.com/ http://www.medgadget.com/archives/ MacBook Air is carved from a solid 2005/08/the_mdkeeper.html http://twitter.com/ sheet of aluminum. This revolutionary unibody design replaces many parts An Israeli company Tadiran Spectralink with just one and results in a clean, Facebook and Twitter are both famous Ltd., known for its "wireless seamless appearance. The anodized social media website which provides a communications products for manned and connection between friends or strangers. aluminum surface and stunning contours confirm MacBook Air as a unmanned aircraft, guided weapons and feat of beautiful engineering. space platforms," has paired with Siemens to develop a portable wireless monitoring device for chronically ill patients and the elderly. 20
    • SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G3.3. Positioning Map VirtualThe positioning map shows some existingproducts, places and service in the marketnowadays. They are categorized by virtualplace and real environment, public interactionand privacy interaction. According to thepositioning map, it will show a opportunity gapin the market which refers to a real placeproviding public interaction to all the Public Privacy interactioncustomers. Opportunity Gap Real 21
    • SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G3.4. Value Opportunity Analysis (VOA) of Existing Product/ Service LOW MEDIUM HIGH Adventure Independence Security EMOTION Sensuality Confidence Power Comfort ERGONOMICS Safety Ease of use Visual Auditory AESTHETICS Tactile Olfactory Taste 22
    • SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G LOW MEDIUM HIGH Point in time IDENTITY Sense of place Personality Social IMPACT Environment ReliableCORE TECH. Enabling Craftsmanship QUALITY Durability 23
    • SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G3.5. Product/Service Criteria Break the communication boundary between young nomads 1 and local people. A physical space allowing a lot of people communicating and build 2 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 24
    • SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G4. PHASE 3: Conceptualizing Opportunities 25
    • SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G4.1. Persona & scenario •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 Jack 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. 26
    • SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G4.2. Product ConceptsBased 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 27
    • SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G4.3. Weighted Matrix for the identified concepts CRITERIA SETTLEMENT CAFE MOBILE DEVICE GUEST HOUSE Break the communication boundary between young 5 0 3 nomads and local people. A physical space allowing a lot of people 5 0 4 communicating and build social relationship. Large amount of information will be published in the 5 3 4 space Special services for young nomads such as 5 3 4 experience, information sharing Information and personal safety 4 1 3 Customize whole experience for young nomads in one 3 2 3 city 40 23 35 TOTAL 28
    • SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G5. PHASE 4: Realizing Opportunities 29
    • SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G5.1. Benchmarking VOA LOW MEDIUM HIGH Confidence Belonging Happiness Ambience Entertainment Appropriate Reliability Efficiency Accessibility Proximity Influence Longevity 30
    • SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G5.2. Skateholders Analysis Serving Staff Cleaning & Equipment Secretary Maintenance Management Service Website Space Website Landlord Host Architect/ Management Interior Website Designer Asia Designer Asia Expat Expat Parents Parents NEW YOUNG SETTLEMENT YOUNG NOMADS NOMADS CAFE Friends Newspaper Internet Friends Nomads Friends Message Media Magazine 31
    • SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G5.3. Task Analysis about User Experience Have enough Arrive HongKong at Live for a period time Leaving HongKong the first time experience in HK Know about HK at the first time Find second-key information Become “old” nomads who has Build social and professional Absorbing some basic living from SETTLEMENT such as enough experience to share with relationship at last information and skill in HK from how to buy the cheap goods and others SETTLEMENT how to spend the weekend. Start to explore the cultural background about HK 32
    • SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G5.4. SETTLEMENT System Prototyping Relaxation Share Make friends experience NEW YOUNG SETTLEMENT YOUNG NOMADS NOMADS CAFE Build social Explore city network 33
    • SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G6. CONCLUSIONSETTLEMENT 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 finda way to solve the problems. It would create a useful and desirable environment for young nomads and have potential market anddevelopment in the future.7. REFERENCE1. Nomadic Peoples, Commission on Nomadic Peoples, No 28, Uppsala, 1991.2. Kathryn, the Ultimate Guide to Becoming an Urban Nomadhttp://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 34
    • SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391G8. APPENDIXData about interview with young nomads BASIC INFO INTRODUCTION Name: Natalia BACKGROUND: Age: 25 • A Product designer Gender: Female • Came to HK for a 4 month internship + 2 month ext. • She previously lived in Vienna Origin: Spain • 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 35
    • SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391GBASIC INFO INTRODUCTIONName: Kim BACKGROUND:Age: 25 •A backpacker • Travelled all over Asia before arriving in Hong KongGender: Female • Has Chinese originOrigin: UK • 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 36
    • SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391GBASIC INFO INTRODUCTIONName: Frank BACKGROUND:Age: 21 • Born an raised in the UK but has family in Hong KongGender: Male • Has some knowledge of the local culture and language but doesn’t know the placeOrigin: UK • 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 37
    • SD 5202 Innovative Products and Services Development SHAO ZhouYi, 09529391GBASIC INFO INTRODUCTIONName: Peng Wei BACKGROUND:Age: 22 • From mainland ChinaGender: Male • Studied engineering in China • Studying towards and MSc. in Hong Kong.Origin: China • 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) 38