e-Service Innovation Design Experience

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This presentation represents the culmination of a 7-week Service Innovation Design course I took at the Ross School of Business in Fall 2010. Throughout the course, I helped lead a team generate an innovation in mobile augmented reality using a user-centered design thinking process.

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  • http://www.youtube.com/watch?v=ps49T0iJwVg&feature=player_embedded0:13- 0:52
  • EXPLOREWe explore the marb technology through its current usersWhat is behavior in context?-We observed people “finding” static targets (ie. pharmacy)Extreme users of MARBwhat are pertinent trends and statistics?Current technology does a good job of finding static targetswhat are delivery organization capabilities?-already developed software around marb, but not around people-capability to beta test market it in smartphone rich environment-multiple platforms; relationships with droid/iphone-456 appsDISCOVER-People don’t want to be “located” at all times-Services are trying to create needs that aren’t necessarily thereFindings:-Challenge of finding mobile targets (ie. people walking around) versus static targets (buildings)2D viewing is largely effective in low density situations; as density increases, 3D becomes more effective in navigating crowds
  • CUSTOMER JOURNEY MAPI handed iPhone to two friends at two different times and asked them to see what they thought of Layar.Both persons were confused upon opening the application. They were unsure how to use it.After I explained the MARBS concept, neither was able to find the augmented part of the app. Kept running into issues navigating.I set the app up for each of them and said “Look how the camera is showing icons related to where a particular business is located”Neither again were impressed and both asked why not use GoogleMaps to find places?ADD EMIOTIONAL FLOWADD ACTION PHASE
  • CUSTOMER JOURNEY MAPI handed iPhone to two friends at two different times and asked them to see what they thought of Layar.Both persons were confused upon opening the application. They were unsure how to use it.After I explained the MARBS concept, neither was able to find the augmented part of the app. Kept running into issues navigating.I set the app up for each of them and said “Look how the camera is showing icons related to where a particular business is located”Neither again were impressed and both asked why not use GoogleMaps to find places?ADD EMIOTIONAL FLOWADD ACTION PHASE
  • MARBS: Why focus on people and not buildings or locations?We decided to narrow our MARBS research and work on people centered services instead of static entities like buildings, objects in museums and location specific historical references because most of that information can be found on the internet before going to those places or even while at those places. People, however, are always on the go and we felt it would be more interesting and challenging to find a way to adapt MARBS to find these moving targets and help people to connect with friends and colleagues.Add how these “extremes” don’t apply to ann arbor, but more to higher density, multi-layered, etc…(juxtopose photo of amsterdam with ann arbor)
  • http://www.youtube.com/watch?v=b64_16K2e08
  • MARBS: Why focus on people and not buildings or locations?We decided to narrow our MARBS research and work on people centered services instead of static entities like buildings, objects in museums and location specific historical references because most of that information can be found on the internet before going to those places or even while at those places. People, however, are always on the go and we felt it would be more interesting and challenging to find a way to adapt MARBS to find these moving targets and help people to connect with friends and colleagues.Add how these “extremes” don’t apply to ann arbor, but more to higher density, multi-layered, etc…(juxtopose photo of amsterdam with ann arbor)
  • tool descriptionThe affinity diagram is a creative process used for gathering and organizing large amounts of datas, ideas and insights by evidencing their natural correlations. It starts with a statement of the problem or the goal.During the first session each participant should think of ideas and write them on small pieces of paper (cards or stickers). Then those cards would become the physical instrument to work on their contents, find the correlations and identify the significant groups of sense.The result is a sort of verbal and visual representation describing the first exploration of design solutions.How does Gen-Y organize meet ups and events?Preliminary work: Check Facebook to see who is in town and who is not and to see if any social events have been scheduled.Set up events via Facebook.To find friends in a crowd, mobile phone (no one use land lines) and text messages. 2 of 3 people said they hate leaving voicemails and prefer to text if no one picks up.
  • tool descriptionThe affinity diagram is a creative process used for gathering and organizing large amounts of datas, ideas and insights by evidencing their natural correlations. It starts with a statement of the problem or the goal.During the first session each participant should think of ideas and write them on small pieces of paper (cards or stickers). Then those cards would become the physical instrument to work on their contents, find the correlations and identify the significant groups of sense.The result is a sort of verbal and visual representation describing the first exploration of design solutions.How does Gen-Y organize meet ups and events?Preliminary work: Check Facebook to see who is in town and who is not and to see if any social events have been scheduled.Set up events via Facebook.To find friends in a crowd, mobile phone (no one use land lines) and text messages. 2 of 3 people said they hate leaving voicemails and prefer to text if no one picks up.
  • Geosocial Network Services – connect with friends or people and update locationsLoopt was founded in 2006Mobile social mapping services using phone GPS locationOn all major networks, reported to have 4 million usersFind out who is around, what to do and where to goLoopt Star: mobile reward gameLoopt Pulse: update around youLoopt Mix: chat with new people nearby
  • Two next questions:Is there an opportunity to make the process of finding people more efficientIs it a latent need? Do people actually enjoy the process of checking through a different mediums?A new e-service would allow you to easily and quickly locate friends and family among crowds.Low bandwidthInterface 1) People opt-in/out via a chat room function (invitecheckinleave room), friend/contact list linked through facebook/email contactsOR check in (ie. foursquare)Interface 2) active in “room”People are trying to create needs that aren’t there
  • Make it recognizable mock-up of an iPhone reduces backstory lengthMake it eye catching exaggerated scale draws interviewees to usMake it accessible basic & simple design user quick to interactLeave ample white space minimal functionality allow user to “ideate”
  • observe and record:- reactions- interaction- likes & dislikes- wants, needs, & improvements
  • e-Service Innovation Design Experience

    1. 1. what is MARB?<br />
    2. 2.
    3. 3. augmented reality<br />
    4. 4. M A R B<br />[mobile augmented reality browser]<br />def: A new kind of mobile browsing allows information to be overlaid atop "real life" using video cams on mobile phone. <br />
    5. 5. objective<br />what was our charge?<br />
    6. 6. frame<br />
    7. 7. problem statement<br />Are there opportunities on campus or in Ann Arbor to apply MARB? <br />
    8. 8. explore<br />how do people use MARB?<br />
    9. 9. lens<br />$<br />users<br />technology<br />business<br />
    10. 10. hunt statement<br />I’m going to observe how people use MARB and see what they use it for<br />
    11. 11. “Ooops…wrong layAR.”<br />undercover<br />
    12. 12. undercover<br />
    13. 13. mindmap<br />
    14. 14. tourist<br />extreme users<br />
    15. 15. gamer<br />extreme users<br />
    16. 16. realtor<br />extreme users<br />
    17. 17. current application<br />
    18. 18. proposed application<br />
    19. 19. redefine<br />Where in Ann Arbor is there density and the need to locate information through layers?<br />
    20. 20.
    21. 21. mindmap<br />
    22. 22. discover<br />how do people find people?<br />
    23. 23. How do you connect with friends?<br />Facebook or IM…<br />Braddock, 19<br />I would call or text to find out<br />Tara, 21<br />I would make a phone call<br />Sarah, 24<br />I would send an email, and check the reply the next day<br />Juan, 31<br />affinity diagram<br />
    24. 24. If there was a service to help you find them, would you use it? <br />I already knew one, Google Latitude, but I never turn it on.<br />Braddock, 19<br />Google Latitude just does it, but I don’t need it.<br />Tara, 21<br />That’s creepy, I don’t want people to know where I am all the time.<br />Sarah, 24<br />I don’t have a smartphone<br />Juan, 31<br />affinity diagram<br />
    25. 25. customer journey map<br />
    26. 26. benchmark<br />What e-services are available?<br />
    27. 27. benchmark<br />
    28. 28. benchmark<br />
    29. 29. strengths<br />weaknesses<br /><ul><li>Developed technology platform with demonstrated functionality (i.e. it can do what it claims)
    30. 30. Already installed in iPhones
    31. 31. Access to relevant test markets
    32. 32. Limited if any brand recognition
    33. 33. Product differentiation, value proposition still unclear
    34. 34. Application is not intuitive
    35. 35. Technology still uses too much battery
    36. 36. Phone GPS still not the most accurate
    37. 37. Strategic focus too broad (focused on doing too many things with Layar technology)</li></ul>threats<br />opportunities<br /><ul><li>No clear, dominant player in the MARBS space
    38. 38. Improving technology of 3G and 4G phones
    39. 39. Increasing demand for new social interactiontls
    40. 40. Increased global adoption of smart phones
    41. 41. Could be perceived as next “cool app” to use
    42. 42. Unproven value proposition of MARBS overall
    43. 43. Perceived burden of new technology adoption
    44. 44. Numerous similar technologies/services evolving
    45. 45. Resistance to changing current tools (ex. Google)
    46. 46. Ability to protect intellectual property
    47. 47. People disconnect from world while using Layar (liability/reputation issues )
    48. 48. How do you monetize this technology?</li></ul>swot analysis<br />
    49. 49. It seems…<br /> People have difficulty finding each other at large events<br /> Not everyone wants to be “located” at all times<br /> Existing services are trying to solve problems that aren’t necessarily there<br />synthesis<br />
    50. 50. e-service<br />A new/better e-service would allow you <br />to easily and quickly locate friends among crowds.<br />
    51. 51. design<br />how can we improve people finding people?<br />
    52. 52. storyboard<br />
    53. 53.
    54. 54.
    55. 55.
    56. 56.
    57. 57.
    58. 58. prototype<br />How can we make something that is recognizable, eye-catching, accessible, and intuitive?<br />
    59. 59. design<br />concept<br />design 2<br />design 1<br />user testing at the Big Chill<br />team feedback based on existing interfaces<br />prototype<br />
    60. 60. “I don’t have an iPhone, but if I did, I would use this application.”<br />“That is really cool! And I love this mockup.” <br />
    61. 61. concept<br />design<br />iteration<br />design 1<br />design 2<br />design 3<br />team feedback based on existing interfaces<br />user feedback obtained at the Big Chill through prototype iteration<br />prototype<br />
    62. 62. process<br />what was our journey?<br />
    63. 63. our journey<br />

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