OBJECTIVETo obtain critical feedback from consumers on the opportunity areas represented by Spring, Serendipity andNudge. Our goal is to understand if the overall direction of the three concepts fit with people’s live, provide thedesired experience, and will create differentiation for THE CLIENT. The feedback will be used to help evaluate,refine and evolve our hypothesis; fine tune our thinking about consumer values, behaviors and desires; and informthe direction of our stories and embodiment development.In other words, with this test, we are not looking for a winner, we are looking for guidance (the ‘why’ behind theresponse to stimuli). Resonance testing is our first opportunity to return to consumers with our thinking and asksimply… “How well do we understand you?”METHODOLOGYRESPONDENTSWe interviewed 10 Smartphone users between the ages of 20 and 28.
TESTING FLOWThe Spiderman Resonance test has two levels of focus. On the first level, we need feedback on the Opportunityspaces of Serendipity, Spring, and Nudge. We did this by presenting value statements inspired by the Options wehave identified.On the next level, we need feedback on the experiences that we have envisioned. It is important we isolate thesetwo levels.RESPONDENTS WERE PRESENTED WITH 4 VALUE STATEMENT AND ASKED FOR INITIALFEEDBACK ON EACH CONCEPT THEN ASKED TO SORT ON THE CONCEPTS ON THEFOLLOWING SCALES:The goal of this section was to get initial feedback on the 4 concepts and to understand which features andbenefits are most importantRESPONDENTS WERE THEN PRESENTED WITH 4 CONCEPT STORYBOARDS AND ASKED FORTHEIR INITIAL IMPRESSIONS, WHAT THEY LIKED ABOUT EACH STORY, WHAT THEY WOULDCHANGE. THEY THEN SORTED EACH CONCEPT ON THE FOLLOWING SCALES:The goal of this section was to understand the nuances of each experienceFINALLY RESPONDENTS WERE THEN ASKED TO ASSESS WHICH BRANDS THEY COULD SEECREATING EACH CONCEPT:The goal of this section was to better understand how users feel about each brand’s “right to play” in the conceptspaces. Respondents were also encouraged to add other brands.
RESULTSNUDGE- MOST UNIQUE, BUT MOST POLARIZI NGValue StatementA service that helps you take the first step towards achieving those goals you always want to but never have thetime by acting more like a game.StoryboardOverall ResponseRespondents had a hard time translating goal setting to a game. They felt that goal setting is about personalcontrol and a digital device does not have the “right” to be involved. There is also the perception that this conceptwould not make using a mobile device easier.KEY POINTS:Competition- The concept of competition was polarizing. Most people liked the idea of competing with friends, but somethough that the competition would cause unwanted drama in their lives. The positive feedback about competition skewedmore towards male respondents who mentioned wanting “bragging rights” among their friends.Critical mass- Competition is only fun with people you know. The respondents did not have the desire to compete againststrangers. They fear that that this concept would not be fun until enough of their friends are signed up and active.Sponsored vs. Create Your Own- The idea of sponsored contests resonated well. “Create your own” concepts were confusing.
Incentives- The incentives that were offered (digital trophy, coupon, and donation in your name) were all well received. Anumber of respondents mentioned that they would be happy with the digital trophy; they also loved the idea of supporting acharity. Coupons resonated the least but were still well received.Broadcasting and Privacy- Respondents were interested in broadcasting their milestones and challenge completion to theirfriends who also participated, but they want to be able to keep some challenges private. There was not a strong desire tobroadcast to Facebook.Trust- Respondents worried that other players would be able to cheat the system. There was also concern that “Create yourown” challenges could lead to unhealthy or inappropriate behavior.Possible Challenge Categories- Health, Wealth, Charity, Community Involvement, Relationship/NetworkingSUGGESTIONS: Allow for private goal tracking in conjunction with competition Partner with social networking sites to help reach critical mass quickly Allow for users to see a list of challenges and to receive invites for challenges from their friends or companies they have “liked” on Facebook The system needs to be “cheat proof” i.e. based on GPS location (like foursquare) or the accelerometer in the phone (like Nike+) Create partnerships with experts in health and wellness, financial management, career planning to provide goal setting advice for usersBRAND:Social-The social aspect of this concept made Facebook a natural fit.Goal setting/Games- The functional goal setting/game aspect of this concept made brands like Apple (Nike +) and Microsoft(Xbox) resonate. The respondents are also currently comfortable with challenging their friends to games (like Scrabble) onFacebook.Sponsorships- This concept had the most “write in” brands. Lifestyle and athletic brands like REI and Cool running resonated.Respondents could easily see any of their favorite brands sponsoring challenges.Small Companies- Respondents could not see a big company like LG, Motorola, or Yahoo investing in this concept, they think itis something a smaller, more nimble and innovative company would do.
SERENDIPITY- MAKES MY PHONE MORE USEFULValue statementA service that makes it easy to find something fun because it cuts through the clutter and finds what is important to youwithout all the searching.Story BoardOverall ResponseThe need for entertainment inspiration definitely exists among respondents; however some respondents worried that theywould lose the face to face aspect of social event planning. This concept seemed more like a one-time app download and lesslike a service.KEY POINTS:Random- Most respondents had reservations about completely random suggestions; they wanted to be able to filter bycategory, time of day, mood, etc. They also expressed interest in seeing multiple options at the same time.Spontaneous- For the most part the spontaneous aspect of this concept resonated well, but some respondents expressed thedesire to plan days or weeks in advance and did not see this concept filling that need.It Knows Me- Respondents were excited about the idea of the phone getting to know them and were willing to put the time in to “teach” the phone what they like. This seemed like a too good to be true feature, and people worried that it would end up like Bing, which was hyped to cut through the clutter and didn’t follow through. They also expressed interest in the difference between “not now” and “not ever.” They wanted recommendations about people like them (not necessarily their friends) like Netflix, Amazon, and Pandora.
A few people expressed worries about Serendipity scraping data from API’s because they want the concept to have the most accurate and controlled data about them and thought that the data would be skewed by their “lies on Facebook” (not because they care about privacy).Critical mass- This concept also felt like it had friend generated content and would need to reach critical mass to be fun. [Thisfeedback could be based on how friend focused the story was]Less serious- Features like the gestural interaction (shaking) make this concept feel fun but less serious. Some respondentsworried that the concept would not be able to suggest “fancier” activities for them like Broadway shows or nice dinners.Does it need a special phone?- Some respondents assumed that this concept would need a special phone to work.End to End Solution- Respondents loved that they could do all of the planning and follow through with in the same interface-they suggested offering integration with PayPal and OpenTable.SUGGESTIONS: Integrate GPS location and mapping Create filters Give the option to show more than one activity at a time Consider gaining credibility by being “powered by” a search engine like Google Offer some activities that are geared toward community outreach Provide a review feature with incentives to encourage neutral reviews Help users plan their whole night/weekend by suggesting hotels and restaurants that are near their selected activity, offering directions, and managing reservations as well as tickets Offer the ability to save events Create a mailbox function that allows serendipity to send you events it thinks you will likeBRANDS:Social- The social aspect of this concept made Facebook, Myspace, and Linkedin natural brands to help the concept reachcritical mass. Respondents also wanted the concept to understand them and make suggestions based on people like them (notjust their friends)- like Amazon and PandoraLearns me- Most respondents felt that their activity on social networking sites would help the concept learn about them faster,however some users did not want the concept to “think for itself.” They wanted to control how the device learns throughprivate profiles and voting like Netflix. Netflix-esque voting may make the concept “stickier.”Content- In order for this concept to be successful, respondents expected it to be supported by robust and frequently updatedcontent. Search engines like Google, Yahoo, and Bing were expected as well as partnerships with brands like Urbanspoon, Yelp,and even the Sony record label.Expensive/Reliable Device- The shaking aspect of this concept made some respondents expect that the concept would need anew device to work. They expected brands like Verizon, AT&T and Sony to create expensive and reliable devices that would becapable of the “shake” function.
SPRING- MOST FOR MEValue statementA service that lets you access all your digital content – like music, photos, movies – anywhere through any device.Story boardOverall responseRespondents were excited about this concept because the felt like it should already exist, but no one has figured it out. Parts ofthis concept did seem too good to be true like co-viewing on the TV.KEY POINTS:Auto-Save to the Cloud- This feature resonated because it would save money (memory card purchase) and time (downloading).Some respondents expressed the desire to choose which photos get backed up.Connection- The ability to connect to friends and family was the key feature that made this concept so compelling. People areusing a mix of Facebook (to share albums with friends and parents) and Shutterfly (to print & mail digital photos tograndparents) for this functionality now. They could see using Spring to share slideshows and music when they are hanging outin real life with their friends.Same Interface- Respondents liked the idea of the same intuitive interface existing on all of their devices, but worry thatsynching could still be a hassle. They also worried about how they would manage the experience of the people they sharedcontent with. (Would their parents need a Spring account? A special device?)Producing- Respondents expressed interest in using Spring to craft the stories they tell by helping them produce media likeslide shows or movies with music. They were also interested in seeing how the system would share music and movies.
Devices- Respondents were excited about the possibilities that the Spring system creates for their devices. Multiple peoplementioned that they would take more photos if they could remove the hassle of downloading and uploading. Respondents didworry that they would have to purchase all Spring branded devices for the system to work, and were especially concernedabout the experience for the parents in the story.Privacy and Filtering- This feature resonated really well. The respondents were interested in a way to quickly manage all oftheir media.BRANDS:Team effort- For this concept to work, respondents expected a partnership between a device manufacturer, a softwaremanufacturer, and a service provider.Diverse portfolio- The device manufacturer was expected to have a diverse portfolio that consisted of more than just phoneslike THE CLIENT, Sony, and Apple. Respondents expected the brand to have a level of expertise in digital cameras as well asphones and other devices.Intuitive and integrated software- The software provider was expected to have experience creating software that is easy to uselike Apple and Microsoft. Also Google seemed like the best brand to provide an integrated experience on multiple platformsbecause of its success with gmail, googledocs, etc.A service provider that does it all- Verizon was the best fit for a service provider because they have experience with mobilephone service and home internet service, but AT&T was also plausible because of its connection with Apple. T-mobile’s brand isto low end and young to fit this concept.