1. Selected Business Article
Millennials Are Saying No to
Credit Cards
http://money.cnn.com/2014/09/08/pf/millennials-credit-cards/
Jessica Harrington
Professor Klinkowstein
5. Summary
•Good credit score is essential.
Jessica Harrington
Professor Klinkowstein
6. Setting / Activity for Ethnographic Observation
Millennials buying things at book store with credit or debit card.
Jessica Harrington
Professor Klinkowstein
15. Ethnographic Research Observations
Jessica Harrington
Professor Klinkowstein
•All but one of the students observed used debit cards or cash to purchase items.
16. Ethnographic Research Observations
Jessica Harrington
Professor Klinkowstein
•Students observed did not make big purchases, only small items from bookstore.
17. Ethnographic Research Observations
Jessica Harrington
Professor Klinkowstein
•One man who bought a grey hoodie did not respond to the cashier when she said hi to and asked him about his day.
19. Ethnographic Research Observations
Jessica Harrington
Professor Klinkowstein
•Male students seemed more anxious about talk to the cashier than women. (Talked quickly, less eye contact)
20. Ethnographic Research Findings
Jessica Harrington
Professor Klinkowstein
•Students don’t need bank credit cards because they’re not purchasing expensive things. A store credit card would possibly attract people.
21. Ethnographic Reading Summary
Jessica Harrington
Professor Klinkowstein
•The goal for IDEO in this article was to redesign the checkpoints in airport security.
Ethnographic Research-Who are the Users
22. Ethnographic Reading Summary
Jessica Harrington
Professor Klinkowstein
•Prototypes were made, including a training curriculum for TSOs that focus more on understanding people and behaviors.
Ethnographic Research-Who are the Users
23. Ethnographic Reading Summary
Jessica Harrington
Professor Klinkowstein
•Ethnographic research is valuable in understanding what users want, not just a general idea.
Ethnographic Research-Who are the Users
24. Ethnographic Reading Summary
Jessica Harrington
Professor Klinkowstein
•IDEO designed a calmer environment by focusing more on explosives and people with hostile intent.
IDEO TSA Project
25. Ethnographic Reading Summary
Jessica Harrington
Professor Klinkowstein
•The physical space of airports was analyzed and redesigned to reduce stress of travelers.
IDEO TSA Project
26. Ethnographic Reading Summary
Jessica Harrington
Professor Klinkowstein
•TSA is using a human-centered approach to increase security by getting rid of other chaos.
IDEO TSA Project
27. Ethnographic Reading Summary
Jessica Harrington
Professor Klinkowstein
•IDEO research is observation-based, human-centered methods to understand hidden truths, needs, wants.
Ethnographic Research IDEO
28. Ethnographic Reading Summary
Jessica Harrington
Professor Klinkowstein
•Analogous cases help inspire innovative approaches for redesigns. Such as a hospital emergency room and a NASCAR pit crew.
Ethnographic Research IDEO
29. Ethnographic Reading Summary
Jessica Harrington
Professor Klinkowstein
•Meaningful benefits are provided for the consumer and the business. Innovating ideas that will last are ones that are willing to change with needs.
Ethnographic Research IDEO
30. Proposal for an Innovative Business
Jessica Harrington
Professor Klinkowstein
•Using a smartphone app or online system users can pre-set a spending allowance and what types of purchases one wants to allow through categories linked to the card.
31. Proposal for an Innovative Business
Jessica Harrington
Professor Klinkowstein
•The app allows one to share their success with friends and compete with other users for having a better credit score.
32. Proposal for an Innovative Business
Jessica Harrington
Professor Klinkowstein
•Applications include allowing users in their early to mid-twenties to obtain a better credit score allowing them to buy a house or car, and allowing users 17-20 years old to practice good credit card use.
33. Tagline Research
Jessica Harrington
Professor Klinkowstein
•L’OREAL Because you’re worth it.
•Subway eat fresh.
•Verizon We can hear you now.
34. New Tagline
Jessica Harrington
Professor Klinkowstein
•Your Budget Needs It.
