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MASTER IN
INTERACTION
DESIGN 2013/14
INTRO
What kinds of new service models will be successful today and in
the future? To answer this question, one must first...
THE PERSONAS

To produce concepts and analyze their potential effectiveness, we
created three personas:
Federica, a freela...
Dimmi

MEET YOUR PERSONAL COACH
IN A METRO COACH

WHAT IT IS
Dimmi is a service that matches “guides” with riders who want...
SYSTEM FUNCTIONALITIES
REGISTRATION

SEARCH

SORTING & LISTING

LOCATION MATCHING

PAYMENT

Barcode on paper
tickets

X

A...
TRAIN STATION #1

TRAIN STATION #2

Common Interests

TRAIN STATION #1

Common Interests

?
?

TRAIN STATION #3

Common In...
WHAT IT IS
Local Link empowers the customer by making shopping omnipresent
and using transition spaces for delivery and pi...
L O C A L

L I N K

SYSTEM FUNCTIONALITIES
REGISTRATION

EXPOSURE

Personal
information

Website
service

Notification
opt...
Map.it

Make maps work

for you

WHAT IT IS
Map.it is an application that combines rider habits with wishlists in
order to...
REGISTRATION

WISHLIST CREATION

Pull data and syncronize
with socail media and learn
from user's patterns

Build wishlist...
Show of Hands
VOTE AND ACCESS

CINEMA

Rider registers and add personal information

+

+

Rider creates a wish list of pr...
WHAT IT IS
Show of Hands is a public opinion poll linked to city-wide events. It gathers
opinions of transit riders for co...
SYSTEM FUNCTIONALITIES
SHOW OF HANDS

REGISTRATION

QUESTION UPDATE

QUESTION DISTRIBUTION

CALCULATION

RESULTS DISTRIBUT...
WHAT IT IS

Stylemap

DISCOVER YOUR

STYLE ROUTE

Style Map is an interactive lookbook that lets the consumer choose produ...
SYSTEM FUNCTIONALITIES

S T Y L E

M A P

CURATION

IDENTIFICATION & SUGGESTION

Advertisement as an interactive display
o...
CONCLUSION
TRAIN STATION

TRAIN STATION

ATM

Rider browses digital lookbook.

Rider selects items to try on in store and
...
PROJECT LEADER
Claudio Moderini

PROJECT ASSISTANT
Nima Gazestani
DOMUS ACADEMY
MILANO ITALY

*MOBILE

THANK YOU!
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Buy me mobile

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Buy Mobile is a project to envision the multi-channel retail service of the future in the context of transition spaces and transportation systems.

Published in: Design, Business
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Buy me mobile

  1. 1. MASTER IN INTERACTION DESIGN 2013/14
  2. 2. INTRO What kinds of new service models will be successful today and in the future? To answer this question, one must first explore what needs people have while on the move and how they behave in the context of the transportation system. We conducted multiple types of primary and secondary research including ethnography, user interviews and business model analysis, in Milano’s transit system, Azienda Trasporti Milanesi (ATM), on trams buses and underground metro lines. Primary - behaviors Riders exiting the underground metro stations move much more quickly than those who are getting off of buses and trams. We discovered that rider behavior at peak and off-peak hours are significantly different. At peak hours, riders were more occupied, with the majority focused on smartphones or other media, including even large hard-cover books. At off-peak hours, riders are looking outside or around at each other and move at a more relaxed pace. Most people do not pay attention to the advertisements in the transition spaces and go about their business without noticing the information kiosks. We also observed the surroundings of the metro and bus stations to get an idea if there was a correlation between peak times and walk-ins into stores like supermarkets, grocery stores etc. Primary - wants When interviewed about how they would like to use their time in the transit system and what new retail services might be helpful while in transit, the answers fall into a handful of themes. People expect any digital service to be “smart,” one step ahead of their needs, and learn their preferences over time. As many services are now available by mobile device that were traditionally static, such as banking, consumers expect retail services to come to them and be shaped around their lives and habits. Accordingly, they also expect new services to not delay their transit routes, if anything, instead, the services should make their lives more efficient. Lastly, riders hope that new services can help them discover new products, places and ways to have a more enriching urban experience. Secondary In order to understand the type of retail that exists in transition spaces we noted down the different types of businesses that are present in those spaces to get a sense of existing services and how they could be enhanced. We also found out about the new innovations and current trends to understand the retail landscape and gather insights.
  3. 3. THE PERSONAS To produce concepts and analyze their potential effectiveness, we created three personas: Federica, a freelancer who uses the transit system to go to meetings during the day at off-peak hours Gianluigi, a businessman and parent who uses the transit system to take his kids to school and get to work Emilio, a geek and young professional who uses the transit system at peak hours but has more free time and less stress. Keywords: distributed service model, multi-channel integration, mobile, personalized shopping, customized products
  4. 4. Dimmi MEET YOUR PERSONAL COACH IN A METRO COACH WHAT IT IS Dimmi is a service that matches “guides” with riders who want to learn skills while in transit. The service is a freemium model, available to all riders in a limited form and to subscribers who have unlimited passes for the metro system. HOW IT WORKS Subscribers download a special app linked to the metro pass to search for and find a guide. Dimmi suggests three guides with a scale of how much personal interests match. The rider can pick a guide to meet in the station to get help. If the rider is satisfied and “approves” the guide in Dimmi, the guide will receive compensation. VALUE & POTENTIAL Dimmi encourages communication among transit riders and learning during what would otherwise be wasted time in the transit system.
  5. 5. SYSTEM FUNCTIONALITIES REGISTRATION SEARCH SORTING & LISTING LOCATION MATCHING PAYMENT Barcode on paper tickets X Access to Dimmi for duration of ticket Update Guide Information Server looks for avilable guides Show list of Guides to Rider Send notification to selected Guide Suggest the meeting point to Rider and Guide Search for a Guide "Who can help me with _______?" Choose Guide from list of suggested available matches. Ask feedback from the rider Send feedback to Guide Give feedback: Satisfied or Unsatisfied with Guide's service RIDER Choose free or premium version of service Pay the Guide ? D I M M I E ? ? Get feedback and possibly paid Approve or reject the request to meet GUIDE Register as a guide. Guide tells system areas of expertise and hours of availability Rider & Guide go to suggested meeting point X REGISTRATION Dimmi is a freemium service model. Premium riders get access to extra guides, all stations or specific times of day. ATTRACTION QUERY MATCH MEET Rider can request help in any of the following areas: foreign languages, fitness exercises, academic tutoring, sports statistics or brainstorming. Rider can see ratings for how much each guides matches his or her personal interests. Guides can approve or reject the request. The system suggest a meeting point within the transit system for the learning session. RATING & PAYMENT After using the Dimmi service, the rider rates the help as satisfied or unsatisfied. If satisfied, the guide will be paid by the system.
  6. 6. TRAIN STATION #1 TRAIN STATION #2 Common Interests TRAIN STATION #1 Common Interests ? ? TRAIN STATION #3 Common Interests Who can help me practice speaking Spanish on my way to work? s rest te on In m Com The rider uses the app to find available guides who are matches. A future version could use the card or a card case as the interface. ? ¿Cómo estás? s rest te on In m Com Rider chooses guide Rider and guide meet in station Rider gives feedback Guide is rewarded If the rider gives a positive approval rating, the guide is payed for his service. Local Link THINK LOCAL, BE EXCLUSIVE
  7. 7. WHAT IT IS Local Link empowers the customer by making shopping omnipresent and using transition spaces for delivery and pick-up. It bridges local sellers and consumers, who get access to high quality local produce, not available in the city. HOW IT WORKS The user can access the service via three touchpoints: website/mobile; kiosk and lockers. The kiosk and glass lockers act as attraction points for new customers. At the kiosk the consumer can taste the local produce and place orders. The consumer also receives information about the website to promote shopping on the go or at home. The glass lockers are for both picking up orders and placing new orders. The lockers are made of glass so consumers can preview what other people ordered. Lockers can also be used for immediate sales of holiday products and advertising products coming soon. The more people who order, the quicker the delivery time will be. Rider wishes to have a product locally made in another region. Rider goes to the metro station. $ $ $ Rider can buy the local product in three different places: 1. locker in metro station, 2. small kiosk shops in the metro stations and 3. online s sm VALUE & POTENTIAL This service helps small rural producers increase their reach and sell products to the urban population. Urban consumers, who appreciate high quality food products, get convenient access through delivery to transition spaces and homes. Local Link notifies the rider when his product has been delivered. He can have it delivered at home or pick it up from the metro station locker.
  8. 8. L O C A L L I N K SYSTEM FUNCTIONALITIES REGISTRATION EXPOSURE Personal information Website service Notification options Consulting with sample products STATUS MANAGEMENT Save orders & purchases SERVER Provide the customer a receipt with a unique code Display options NOTIFICATION Update status until the required amount of orders reached for the product Glass lockers Delivery options ORDER & PURCHASE MANAGEMENT SMS Delivery into lockers E-mail Notify local producers for delivery SERVER DELIVERY Phone call Home delivery WEB & MOBILE Gianluca The Picky One optional Choose from the online catalogue KNOW Recommend friends Friends place orders USER ACTIONS PICK UP LOCKERS 2 SEE Emilio The Geek Place an order Enter the locker number 3 Get a receipt with a code 5 Check order status Check order status (digital/print) Get notified with delivery information Pick up orders or get them delivered FOOD STALL Other orders/cancels placed TASTE Federica Order directly by the food stall The Taster ATTRACTION EXPLORATION Customers gets attracted through one of the touchpoints in order to place an order or make a purchase for local goods. All customers can explore the local goods either by using the online service or discovering the local goods while passing by the station. ORDERING The website and mobile app act as online catalogues of all the products that can be ordered. The kiosk is manned by a person who lets the user try and taste some of the local produce and consequently place an order if the cusomer likes it. The glass lockers can be used both for picking up orders and placing new orders. The glass permits a peek into the contents of the lockers for consequent ordering, buying products available for special occasions. MONITORING NOTIFICATION DELIVERY The delivery time for orders is directly proportional to the number of orders. So the more people are recommended this service to, the faster the product gets delivered as it depends on threshold defined by the producer. The user has the option to track his order status online or cancel it. After placing the order, the user is notified of the order status via email/ sms/phone. The systems offers home delivery (with an extra cost) or delivery in a locker at the station of your choice at the time of ordering.
  9. 9. Map.it Make maps work for you WHAT IT IS Map.it is an application that combines rider habits with wishlists in order to recommend new routes for crossing items off the list. Items on the list can be products the rider hopes to purchase or tasks. The application takes advantage of personal information and preferences already saved in other accounts, as well as geolocation. HOW IT WORKS When the rider signs up for Map.it, the application integrates with existing social media accounts to automatically make a wish list. The rider can categorize and rank these items based on importance, and add new items. Map.it learns the rider’s commute. Using this personal data, the system will recommend new routes along which the rider can buy wishlist items or get tasks done. The rider can save, share and rank the suggested routes. VALUE & POTENTIAL Map.it helps riders be more efficient in their daily commutes, while discovering new local businesses along the way. Map.it could also help tourists or new residents.
  10. 10. REGISTRATION WISHLIST CREATION Pull data and syncronize with socail media and learn from user's patterns Build wishlist from personal online data (amazon, ebay etc.) LEARNING SUGGESTION NAVIGATION LEARNING M A P . I T SYSTEM FUNCTIONALITIES Learn user's common routes Suggest alternate routes according to wishlists and location Guide user to the shop Continue learning according to user rates Go to store according to suggestions Evaluate each activity, option to share with others USER ACTIONS LATER Choose on of suggested routes PREVIOUS NEXT DISCARD Choose, postpone and delete the products on your wishlist that you can buy on the selected route Adjust Time Insert personal information and sync socail media accounts. REGISTRATION Users insert information by adding personal data and syncing social media account in order to create a profile within the system database. Catergorize, rank and add to wishlist WISHLIST Users give the system a wishlist filled with itens categorized by type and priority. ROUTE Users have their most common routes learned and memorized by the system. This way it suggests different options to match user's locations and wishlist. For every route system gives users different options of moving around the city to reach the informed destination, while the user can also manage how much time he has available for the activity. PURCHASE RATING By accepting a suggestion from the system, users are led via GPS Navigation to the retailer indicated. For every route accepted, users can evaluate by either attributing ratings and writing comments, or even share the activity on social media.
  11. 11. Show of Hands VOTE AND ACCESS CINEMA Rider registers and add personal information + + Rider creates a wish list of products to buy and tasks to complete + System analyzes rider’s location, the time of day and wish list to make recommendations. System suggests routes where the rider can cross items off his wishlist. Would you like to save route? Rider follows the suggested route and gets what he needs at the pharmacy. Rider rates the route and can save it for future use. THE CITY’S SECRETS
  12. 12. WHAT IT IS Show of Hands is a public opinion poll linked to city-wide events. It gathers opinions of transit riders for companies, while recommending local businesses to the riders. Riders can earn tips and bonuses for every four questions answered. TRAIN STATION #1 - WAITING What is Your Favorite Movie Genre? HOW IT WORKS Riders answer questions using interfaces in metro stations. Results and business reccomendations are displayed on screens inside trains and on maps at station exits. If the rider “tags” into Show of Hands using his card, personalized results and recommendations will be sent to the rider’s mobile device. Riders can share these results and recommendations. ATM Milano Film Festival Use your ATM card to personlize and get updates X4 A B C D Get rewards for every four responses The event: Milano Film Festival Questions appear on public screens on platforms. The results are sent to the cloud. TRAIN STATION #2 - GET OFF TRAIN Milano Film Festival What is your favorite movie-time snack? A B C D Results are displayed inside the train cars. Voters who logged in receive notifications of results to their mobile devices. Each station has its own questions. Riders can answer when boarding or getting off. Poll results sent to company sponsor Share rider recommendations COMPANY CINEMA Try Dylan’s Candy Bar here! Use phone to save rider suggestions from map VALUE & POTENTIAL Show of Hands supports local businesses during major events. The types of questions can vary by time of day. For example, in the morning, the questions are about food markets and in the evenings, nightlife venues. Logged in user gets personalized updates Riders attend Milano Film Festival with new tips and information
  13. 13. SYSTEM FUNCTIONALITIES SHOW OF HANDS REGISTRATION QUESTION UPDATE QUESTION DISTRIBUTION CALCULATION RESULTS DISTRIBUTION CUSTOMIZED SERVICE % 80 Connect the rider's card with mobile application Update and show questions according to company needs Distribute the questions across metro stations Calculate the poll results Sends results to company, screens and devices Generate location-based recommendations and send information INTERACTIVE QUESTIONNAIRE Get access to personalized results through mobile device A Share recommendations USER ACTIONS A B B C C D A Enter the metro station A % 80 D B C B C D Vote on the digital screen of the station platform See the results on the digital screen inside the metro station Discover recommended places according to results D RESULTS ATTRACTION Companies and sponsors provide questions to the transit authority. Screens with questions are prominently displayed on station platforms. ATTRACTION VOTING Users vote at digital screens and can optionally identify themselves with their transit system cards. PUBLISH RESULTS Results are displayed in metro cars for all riders to see. Cardholders who voted will receive personalized recommendations and special tips to their mobile devices. ACTION Results are displayed in metro cars for all riders to see. Cardholders who voted will receive personalized recommendations and special tips to their mobile devices.
  14. 14. WHAT IT IS Stylemap DISCOVER YOUR STYLE ROUTE Style Map is an interactive lookbook that lets the consumer choose products and guides them with an optimized route leading to stores to try them on. Style Map notifies stores so they can pull products ahead of time. HOW IT WORKS Digital screens displaying four lookbooks each are in metro stations and transition areas. The consumer can browse through the various products and select what he/she likes. The consumer swipes his card to confirm the selection. Stores are notified and send information about waiting times for dressing rooms. The screen displays a route map for stores. The user chooses stores and then visits the to try on the selected items. VALUE & POTENTIAL Stylist-curated lookbooks provide the customer with a simplified shopping experience. Lookbooks show customers products that can make outfits and thus make an informed choice. Customers save time in the shopping experience with prepared dressing rooms. Style Map can be extended to other products beyond fashion.
  15. 15. SYSTEM FUNCTIONALITIES S T Y L E M A P CURATION IDENTIFICATION & SUGGESTION Advertisement as an interactive display of products curated by a person (celebrity, fashion designer etc.) for specific looks. 1 2 3 4 Suggest 4 specific looks according to the choice of the curator as well as the unique products belonging to the corresponding look to be choosen. Identify the customer via personal ATM Card and get access to personal information. GUIDANCE CUSTOMIZED SERVICE Calculation of the optimized route along with the given time to reach destinations. Identify the customer when reaching the store. Send an SMS with the available appointments and link to of the calculated route on Google Maps. Prepare the choosen products for the customer experience. INTERACTIVE AD USER ACTIONS 1 Choose your style and the products you want to try Confirm Put your ATM Card in the slot to receive an SMS 1 2 3 30 15 5 Follow the suggested route on your smartphone along with the time information Try the clothes and other products in a pre-prepared trial room on arrival! 4 ATTRACTION People can instantly see the various products from different stores that go well together on an interactive screen placed at the beginning of the shopping area, thus arousing their curiosity. DECISION The user can browse through all the looks and products on the screen to make an informed choice about the products they want to try GUIDANCE The user can follow the suggested route on their smartphone along with the time information. A "CANCEL" option is available for every selected store to recalculate the total visit time TRIAL The user proceeds to each store to try the chosen items in a pre-stocked trial room with their respective selections
  16. 16. CONCLUSION TRAIN STATION TRAIN STATION ATM Rider browses digital lookbook. Rider selects items to try on in store and swipes ATM card to log in. 15 mins 20 mins 10 mins Installation displays locations of stores where rider can try on selected items. Rider receives SMS with directions to try on selected item. Rider arrives to the store, item already on hold in personalized dressing room. There are countless opportunities that retailers can exploit in order to be successful in the future, as long as they understand how to adapt to habits and changing behavior. The retail services we have envisioned take advantage of many of these opportunities through distributed and personalized service models that are also location-aware. Consumers anticipate individualized services that are more intelligent than they are, one step ahead. In order to be successful in the next few years, retailers must adjust their approach and distribution models to maintain this competitive edge.
  17. 17. PROJECT LEADER Claudio Moderini PROJECT ASSISTANT Nima Gazestani
  18. 18. DOMUS ACADEMY MILANO ITALY *MOBILE THANK YOU!

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