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Phase3 Presentation


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NM4210-Final Assignment Phase3a presentation

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Phase3 Presentation

  1. 1. MyTruePhone <ul><li>Kee Yi Arn </li></ul><ul><li>Loh Weiye </li></ul><ul><li>Nilar Aye </li></ul><ul><li>Shen Weiwei </li></ul>
  2. 2. Contents <ul><li>User Profiles </li></ul><ul><li>Cultural Probe </li></ul><ul><li>User experience strategy </li></ul><ul><li>Survey </li></ul><ul><li>Online Research </li></ul><ul><li>Card sorting </li></ul>
  3. 3. Novice User Profile <ul><li>Lee Teck Boon, 19, Male </li></ul><ul><li>Full-time National Serviceman, 18 th month of service </li></ul><ul><li>Graduated from Science fac in JC with mediocre grades, waiting to enter NUS Science </li></ul><ul><li>Hasn’t really thought of what he wants to do in life – aspiration is to serve and get out trouble free </li></ul>
  4. 4. Novice User Profile <ul><li>Lower middle class family, combined income $3000 </li></ul><ul><li>Not a very sociable person – spent his free periods mugging, had few close friends </li></ul><ul><li>CCA – Chess Club </li></ul><ul><li>Would go straight home after school to eat dinner </li></ul><ul><li>People tended to view his interactions as awkward, needy </li></ul>
  5. 5. Novice User Profile <ul><li>Close to mother and sister </li></ul><ul><li>Stays in camp during weekdays, comes out to walk around with his army friends in the evenings </li></ul><ul><li>Spends time at home with family on weekends </li></ul><ul><li>Knows the importance of staying in touch with loved ones </li></ul><ul><li>Mobile phone often his only ‘outlet’ to the outside world </li></ul>
  6. 6. Novice User Profile <ul><li>Not allowed to bring into camp, phones with camera, voice recorder </li></ul><ul><li>Does not want to buy a crippled mobile phone now, and switch to a new one 6 months later – limited financial capability </li></ul><ul><li>Desires a device which can help him rediscover his identity and self-worth, improve social standing with his friends </li></ul>
  7. 7. Novice User – Four Pleasure Analysis <ul><li>Physio-pleasure </li></ul><ul><ul><li>Due to his mostly sedentary vocation, he exercises three times a week to keep in shape. </li></ul></ul><ul><li>Socio-pleasure </li></ul><ul><ul><li>His social needs are to be loved and to feel a sense of belonging, or else he will feel very lonely. Hence he treasures his relationship with his family and close friends. </li></ul></ul><ul><li>Psycho-pleasure </li></ul><ul><ul><li>The occasional game of chess and talking with his colleagues during work hours stimulates his mind. He is also highly satisfied when he completes his day’s work successfully. </li></ul></ul><ul><li>Ideo-pleasure </li></ul><ul><ul><li>As he has not had much chances to interact with others, he is always wary of being seen as not fitting in. He hopes to rediscover his identity and improve his self-worth and social standing. </li></ul></ul>
  8. 8. Novice User Profile Name Lee Teck Boon Age 19 Gender Male Education A Levels Ethnicity Chinese Family Status Single Family Size 4 Income $500 - $600 Housing Type HDB Flat Job Title Full-time National Serviceman Major Responsibilities Planning guard duty roster, army events Social Network Role Central Connector Personality and Self Image Introvert Acceptance of Innovation Mainstream Lifestyle Motivation Status Oriented Interests/Hobbies Chess/Swimming Media read/watched/listened to Newspapers/radio/TV/online shows Tenure of Online Usage 4 years Amount of Online Usage 8 hours/week Type of Usage Email, chatting, streaming media Connection speed Broadband Internet Device Desktop Computer Browser Internet Explorer Specific Online Behaviours Keep in contact with close friends Brand Loyalty Low; not into branded goods Buying Readiness Informed Emotional Goals Desires a device which will improve social standing Needs Phone with good specs Frustrations Cannot bring in camera phone/existing models not good
  9. 9. Advanced User Profile <ul><li>Jeremy Chong, 24, Male </li></ul><ul><li>Systems engineer with MINDEF </li></ul><ul><li>Second Upper Honours, Engineering, NUS </li></ul><ul><li>Active social life – stayed in hall, active in hall CCA – modern dance club </li></ul><ul><li>Big social circle, centre of attention </li></ul><ul><li>Wants to be socially desirable </li></ul>
  10. 10. Advanced User Profile <ul><li>Image conscious – likes branding and power to customise to reflect himself </li></ul><ul><li>Opinionated, speaks up in a group </li></ul><ul><li>Middle class family – combined income $3500, parents growing old, waiting for him to graduate a secure a job to lessen their burden </li></ul><ul><li>He knows importance of stable career that pays well, resistant to retrenchment </li></ul>
  11. 11. Advanced User Profile <ul><li>Desires to prove his mettle against colleagues, firmly believes in swift career advancement </li></ul><ul><li>Believes his clothes, individuality and attitude makes him outstanding </li></ul><ul><li>However has to make sacrifices – cannot bring in Macbook, iPod, camera phones to work </li></ul><ul><li>Mobile phone power user; simple, “barebones” phone insults him </li></ul><ul><li>Having 2 phones is an annoyance due to his vibrant social life </li></ul>
  12. 12. Advanced User – Four Pleasure Analysis <ul><li>Physio-pleasure </li></ul><ul><ul><li>Jeremy has a physically demanding job, which he balances by playing tennis with his friends over the weekends. </li></ul></ul><ul><li>Socio-pleasure </li></ul><ul><ul><li>He enjoys the attention given the fact that he works in a career which is different from his friends. He is often the centerpiece of conversations. </li></ul></ul><ul><li>Psycho-pleasure </li></ul><ul><ul><li>Due to his stressful job, he de-stresses by frequently going on shopping trips. He is also very pleased when he can accomplish tasks fast and without any problems. </li></ul></ul><ul><li>Ideo-pleasure </li></ul><ul><ul><li>Jeremy feels that he is a person with good taste, and he will never let inferior or cheap looking apparel and devices ruin his image. He also aspires to be seen as successful and outstanding in his career and social life. </li></ul></ul>
  13. 13. Advanced User Profile Name Jeremy Chong Age 24 Gender Male Education University Graduate Ethnicity Chinese Family Status Single Family Size 4 Income $3500 Housing Type HDB Flat Job Title Defence Systems Engineer Major Responsibilities Innovating/maintaining critical systems Social Network Role Information broker Personality and Self Image Outgoing, weary of self image Acceptance of Innovation Early adopter Lifestyle Motivation Status Oriented – strives for clear social position Interests/Hobbies Shopping/tennis Media read/watched/listened to Newspapers/radio/TV/online shows Tenure of Online Usage 10 years Amount of Online Usage 30 hours/week Type of Usage Email, chatting, streaming media Connection speed Broadband Internet Device Macbook Pro Browser Firefox Specific Online Behaviours Online shopping, Facebook Brand Loyalty Moderately strong Buying Readiness Informed Emotional Goals Desires a device which will bring him on par with fashionable friends Needs Phone with good specs/image Frustrations Cannot bring in camera phone/existing models not good
  14. 14. Anti User Profile <ul><li>Aaron Sebastian Denver Kong, 26, Male </li></ul><ul><li>Accelerated 2-year Direct Honours Distance Learning Degree in Supply Chain Management, Univ. of Western Australia </li></ul><ul><li>Runs a designer clothing business which he inherited from his father </li></ul><ul><li>Disposable income (>10k/mth), significant spending power </li></ul>
  15. 15. Anti User Profile <ul><li>Drives Mercedes Benz convertible with 50-CD changer, but owns 8 CDs </li></ul><ul><li>Owns Quad Core Mac Pro, 30 inch Apple Cinema Display, though uses computer only for email, social networking </li></ul><ul><li>Owns iPhone, but does not know how to use iTunes – loses interest after a while </li></ul><ul><li>Recently purchased Sony Ericsson X1 phone because he thinks it is cool </li></ul><ul><li>Thinks branding is much more important than functionality </li></ul>
  16. 16. Cultural Probe <ul><li>Purposive Sampling </li></ul><ul><ul><li>3 groups of 5 respondents each </li></ul></ul><ul><ul><ul><li>Pre-enlistees </li></ul></ul></ul><ul><ul><ul><li>NSFs </li></ul></ul></ul><ul><ul><ul><li>New NSmen </li></ul></ul></ul><ul><li>Probe Pack </li></ul><ul><ul><li>Black Notebook x 1 </li></ul></ul><ul><ul><li>Pen x 1 </li></ul></ul><ul><li>Period of experiment </li></ul><ul><ul><li>1 week (9 th to 15 th Mar’08) </li></ul></ul>
  17. 17. Findings: Pre-Enlistees <ul><li>Finding the phone </li></ul><ul><ul><li>Difficulty in finding a suitable phone </li></ul></ul><ul><ul><li>Had to look for 2 nd Hand phone </li></ul></ul><ul><ul><ul><li>New phones are usually contract-bounded </li></ul></ul></ul><ul><ul><ul><li>And expensive </li></ul></ul></ul><ul><ul><li>Efforts needed to scout around 2 nd hand phone shops </li></ul></ul><ul><ul><li>Search online for price listing </li></ul></ul>
  18. 18. Findings: Pre-Enlistees <ul><li>Price-related issue </li></ul><ul><ul><li>Too expensive </li></ul></ul><ul><ul><li>Not willing to pay much for a “camp-only phone” </li></ul></ul><ul><li>Phones-related issues </li></ul><ul><ul><li>Lousy specifications </li></ul></ul><ul><ul><li>Mostly old and worn out due to 2 nd hand nature. </li></ul></ul><ul><ul><li>Outdated designs </li></ul></ul>
  19. 19. Findings: NSFs <ul><li>Phone-related issues </li></ul><ul><ul><li>Bad reception </li></ul></ul><ul><ul><ul><li>Outfield </li></ul></ul></ul><ul><ul><ul><li>Pulau Tekong </li></ul></ul></ul><ul><ul><li>Short battery life </li></ul></ul><ul><ul><ul><li>“ I bought a spare batt” </li></ul></ul></ul><ul><ul><li>Non-water proof </li></ul></ul><ul><ul><ul><li>“ I have to put my phone inside a Ziploc bag” </li></ul></ul></ul><ul><ul><li>Rugged use of phone outfield </li></ul></ul><ul><ul><li>Uninteresting games in the phone </li></ul></ul>
  20. 20. Findings: NSFs <ul><li>Camp-restrictions </li></ul><ul><ul><li>No chargers allowed </li></ul></ul><ul><ul><li>No camera phone </li></ul></ul><ul><li>Military-related issues </li></ul><ul><ul><li>My mobile phone is not tactical </li></ul></ul><ul><li>Miscellaneous </li></ul><ul><ul><li>I like to look at the photo of my girlfriend on my cell phone wallpaper </li></ul></ul><ul><ul><ul><li>“ I miss my girlfriend” </li></ul></ul></ul>
  21. 21. Findings: NSmen <ul><li>Phone-related issues </li></ul><ul><ul><li>The phone specifications is too lousy </li></ul></ul><ul><ul><ul><li>I don’t want to use it after my ORD </li></ul></ul></ul><ul><ul><ul><li>ORD = Buy new phone </li></ul></ul></ul><ul><ul><ul><ul><li>“ Not working, no money to buy good phone” </li></ul></ul></ul></ul><ul><li>Storage/ Disposal </li></ul><ul><ul><li>I need to keep this phone somewhere for future in-camp trainings </li></ul></ul><ul><ul><li>I sold my phone to a 2 nd hand dealer but it’s only worth $20 </li></ul></ul>
  22. 22. User Experience Strategy <ul><li>Adapting the Product Life Cycle Model & the Simplified UX Model </li></ul><ul><li>Attempt to create values in our product to generates positive User Experience </li></ul>
  23. 23. Value Creation <ul><li>Extraction of raw materials </li></ul><ul><li>N/a </li></ul><ul><li>Design and production </li></ul><ul><li>Suitable for rugged use </li></ul><ul><li>Water proof </li></ul><ul><li>Tactical </li></ul><ul><li>Customized specifications </li></ul><ul><li>Packaging </li></ul><ul><li>Sophisticated and advance looking for the tech savvy </li></ul><ul><li>Rugged/ Tactical </li></ul>Product Development: <ul><li>User value </li></ul><ul><li>Patriotism </li></ul><ul><li>Freedom </li></ul><ul><li>Sophistication </li></ul><ul><li>Peace-loving </li></ul><ul><li>Product value </li></ul><ul><li>Customized military phone </li></ul><ul><li>Organizational Values </li></ul><ul><li>Local company (patriotism) </li></ul><ul><li>Peace-loving </li></ul>Value Positioning: <ul><li>Tech savvy (innovators) military users </li></ul>Market Selection Focus: <ul><li>Mobile phone user </li></ul>Customer Segmentation:
  24. 24. Value Creation (Cont’d) <ul><li>Pioneer magazine & CyberPioneer </li></ul><ul><li>NS Portal </li></ul><ul><li>Technology websites (e.g. ) </li></ul><ul><li>Supporting of peace-keeping effort </li></ul>Advertising: <ul><li>Possible for NSF </li></ul>Sales Promotion: <ul><li>Nil </li></ul>Sales Force: <ul><li>Direct sales from website </li></ul>Distributing Servicing: <ul><li>Low price due to elimination of distributor margin and inventory cost </li></ul>Pricing: <ul><li>Use and maintenance </li></ul><ul><li>Local support </li></ul><ul><li>Reuse and recycling </li></ul><ul><li>Upgrading of mobile phone </li></ul>Service Development:
  25. 25. Survey <ul><li>Online survey of 34 respondents from target user profile - NS personnel </li></ul><ul><li>A total of 20 Questionnaires </li></ul><ul><li>Your handphone has “ feature “. (e.g. MP3 player, Bluetooth, Battery) </li></ul><ul><ul><ul><li>Find out their satisfactory/unsatisfactory level when the feature exists/doesn’t exist </li></ul></ul></ul><ul><ul><ul><ul><li>I don’t want it </li></ul></ul></ul></ul><ul><ul><ul><ul><li>I want it </li></ul></ul></ul></ul><ul><ul><ul><ul><li>I can tolerate it </li></ul></ul></ul></ul><ul><ul><ul><ul><li>I am neutral with it </li></ul></ul></ul></ul><ul><ul><ul><ul><li>I expect it </li></ul></ul></ul></ul>
  26. 26. Survey Findings <ul><li>Additional elements </li></ul><ul><ul><li>FM Radio </li></ul></ul><ul><ul><li>Infrared </li></ul></ul><ul><ul><li>Email Application </li></ul></ul><ul><ul><li>Touch Screen </li></ul></ul><ul><ul><li>Color Customization </li></ul></ul><ul><ul><li>GPS </li></ul></ul><ul><ul><li>Video Camera </li></ul></ul><ul><li>Basic need elements </li></ul><ul><ul><li>Phone Book </li></ul></ul><ul><ul><li>Operating System </li></ul></ul><ul><ul><li>SMS Function </li></ul></ul><ul><ul><li>MMS Function </li></ul></ul><ul><ul><li>Camera Device </li></ul></ul><ul><ul><li>Bluetooth </li></ul></ul><ul><ul><li>Battery </li></ul></ul><ul><ul><li>Music Player </li></ul></ul><ul><ul><li>Dual SIM </li></ul></ul><ul><ul><li>WAP/GPRS </li></ul></ul><ul><ul><li>Built-in Internal Memory </li></ul></ul><ul><ul><li>Expandable Memory </li></ul></ul>
  27. 27. Online Research <ul><li>Observe the existing online discussion forums on the topic of NS phone </li></ul><ul><li>Their Recommendations </li></ul><ul><ul><ul><li>Cheap or second-hand </li></ul></ul></ul><ul><ul><ul><li>‘ old’ or ‘classic’ Nokia phones without camera </li></ul></ul></ul><ul><ul><ul><li>N-gage </li></ul></ul></ul>
  28. 28. Online Research <ul><li>Desirable features </li></ul><ul><ul><ul><li>Long-lasting battery (eg. lasts for 8-9 days) </li></ul></ul></ul><ul><ul><ul><li>Durability (water-resistant, drop-withstanding) </li></ul></ul></ul><ul><li>Frustrations </li></ul><ul><ul><ul><li>No sale of spare battery </li></ul></ul></ul><ul><ul><ul><li>‘ classic’ phones are durable but without music players, movies, games </li></ul></ul></ul>
  29. 29. Card Sorting <ul><li>Selecting the Content </li></ul><ul><li>Selecting the Participants </li></ul><ul><li>Analyzing the Results </li></ul>
  30. 30. Selecting Content <ul><li>Based on the research done on existing hand-phone websites and our proposed business solution : </li></ul><ul><ul><li>7 categories were selected </li></ul></ul><ul><ul><li>and 30 cards were prepared </li></ul></ul>
  31. 31. Selecting Participants <ul><li>18 of our target users performed the card sorting process individually </li></ul><ul><li>These individuals were told that they were required to perform a simple task to help us design our website and no form of preparation was needed. </li></ul>
  32. 32. Analyzing Results <ul><li>After analyzing the results, information is organized and structured </li></ul><ul><li>Suggested grouping of information is shown next… </li></ul>
  33. 33. User Recommended Phone Models Shopping Cart Online Community Download Software (Hand-phone updates) Advertisements (of our products) Announcements HandPhone Processor Shopping Cart Language Selection Download Software (Hand-phone updates) User Recommended Phone Models Extra Battery Pack Upgrade Phone User Registration Suggestions and Feedback Hand-Phone Specifications (Descriptions) Email Application User Registration Promotion Offers/Deals Phone Repairs/ Malfunction HandPhone Accessories Camera Device User Login Panel Search for Hand-phone Company Contact Details Troubleshooting HandPhone Prices FM/Music Player Track Your Order Status Online Community User Login Panel Company Motto FAQ HandPhone Models Blue Tooth Personal Information Others Main Page (Home Page) About Us (Company Info) Customer Support Our Products Hand-Phone Features User Profile/Account
  34. 34. The End