User Experience learnings

1. ITA-CUST 401: Value Proposition Design
Design Thinking Assignment

2. Empathize
Define
IdeatePrototype
Test
Value Proposition Design
Who is my user? What matters to
this person?
Customer Insights: What are
their needs?
Creative Thinking. Out of the box
ideas. Theme choices.
Select One or Two ideas.
Build a prototype. “Show and
Tell” to a limited audience
Share the idea with a
representative audience.
Seek feedback. Get set for
continuous improvement
Design Thinking Approach

3. Visit to Entertainment Zone
This assignment is designed to understand the tools associated with design thinking through a more
practical and hands-on approach.
Study the scenario given below and undergo exercises on empathy, ideation and Prototyping. Utilise
various tools like, empathy mapping, stakeholder mapping, ideation techniques, Prototyping techniques
articulation and framing tools
Scenario for the team
Visit an entertainment zone (eg: Amoeba) and create empathy map for the following personas and
subsequently perform exercises such as empathy, ideation and Prototyping
o Ladies
o Family
o Staff
Assignment

4. What’s on your mind?
YAY!
Biking
game
rocks
I will win that
teddy today!!
Kids are happy.
I’m happy
Too old for
Gaming zone? Yaar, why go to
the movies ?
See I have
downloaded
Hope I get
this video
game fixed
before the
store opens
I still prefer
watching in the
big screen

5. Empathy Maps – Gaming Zone (GZ)

6. GZ – Gentleman with Kids & Mom
STAGE
SEEKING Children to enjoy the Sunday
evening
Children play in the entertainment
center
Funds for the children to
sufficiently enjoy
End the evening and go home
DOING Nothing in particular Keeping company with the children
as they play the games
Load the gaming prepaid cards Leave the entertainment center
PEOPLE Two kids and their grandmother None in particular Staff The kids and their grandmother
OBJECTS None Gaming consoles/accessories Cash/credit or debit cards None
Conversation about going to the
mall for the children to enjoy in
the entertainment center
Help children play Payment None
Updated prepaid card
Receipt collection
THINKING Nothing in particular We don't mind the loud noise and
crowd as long as the children are
having fun
It costs about Rs. 600 per child in
the entertainment center
We will be back some other
Sunday if not the next
5 (Delight) 5 (Delight) 5 (Delight) 5 (Delight)
4 4 4 4
3 3 3 3
2 2 2 2
1 (Despair) 1 (Despair) 1 (Despair) 1 (Despair)
REALIZING Happy to take the children out for
them to have a good time
Nothing in particular Father is quite alright to spend
that much for the kids to enjoy
Parents derive satisfaction when
kids enjoy well
DURING AFTER
INTERACTIONS
BEFORE
FEELING

7. GZ – Lady shopper from Dubai
STAGE
SEEKING Shop in a mall Visit the entertainment c enter Look for offers to shop
DOING Nothing in partic ular Just brow ing Leav e the entertainment c enter
PEOPLE Self Self Self
OBJECTS None None None
INTERACTIONS None None None
None
THINKING Nothing in partic ular Nothing in partic ular Nothing in partic ular
5 (Delight) 5 (Delight) 5 (Delight)
4 4 4
3 3 3
2 2 2
1 (Despair) 1 (Despair) 1 (Despair)
REALIZING Exc ited to shop Girl leav es the Entertainment
zone as she is alone and thinks
these are group games
Nothing in partic ular
DURING AFTERBEFORE
FEELING

8. GZ – Family of 4
STAGE AFTER
SEEKING 2 kids aged around 8-10 years
wants to go to entertainment
center
parents planned - where to go,
what to do, what to shop for, how
much time to spend
Watch out for kids as they
play
Visit other areas of the mall
DOING Nothing in particular watching kids playing Play some games with kids Leave the entertainment
center
Father Son - 1 Father Son - 1 Father
Mother Son - 2 Mother Son - 2 Mother
OBJECTS
INTERACTI
ONS
THINKING Nothing in particular Father received a call from
work
Nothing in particular
5 (Delight) 5 (Delight) 5 (Delight) 5 (Delight) 5 (Delight)
4 4 4 4 4
3 3 3 3 3
2 2 2 2 2
1 (Despair) 1 (Despair) 1 (Despair) 1 (Despair) 1 (Despair)
REALIZING Parents understand the
importance of recreation for kids
and try all possible options like
outdoor, indoor, electronics so
that kids should have fun time.
After initial shyness, as
adrenaline starts pumping ,
Parents are also ready to
participate in the game
a. Electronic games doesn’t
require any physical fitness
for parents
b. They don’t feel shy in
loosing game against machine
because in such crowded
place no one is looking
Adults (Parents/ newly
married / bachelors) like
outdoor games but because
of unavailability of such
facilities forces them to go
to entertainment center as
a means of recreation
(something is
better than nothing).
FEELING
BEFORE DURING
PEOPLE

9. GZ – Young Married Couple
STAGE BEFORE DURING AFTER
SEEKING
Recently married couple want to
spend quality time together
Spend time playing games at
Gaming Zone Eat at a restaurant and go home
Exploring various options to
hangout - Resorts, Malls,Movies
etc.. Explored choice of games available
Did not find Gaming zone
interesting, so spend rest of the
time shopping at other stores in
the mall
Decide to visit mall as this is the
next best thing in absence of
beach which they love back home in
Mumbai Most were "kiddish" games Eat at a restaurant and go home
Did not have particular plan to visit
Gaming centre
Vikram liked outdoor games.
Reshma did not find any games to
her liking
Vikram ( Age - ~26) Vikram, Reshma Vikram, Reshma
Reshma ( Age - ~23) Other customers
Staff
Used CAB to Arrive (Loud) Music None
Gaming equipments such as slot
machines, balloon shooting,
simulated bowling, bike racing etc.
-
Vikram & Reshma mutually agreed
that this place is of no "interest"
to them
Will visit the mall later but not the
gaming zone
Spend quality time together "let's get out of here" "What place to visit next"
Eat out
5 (Delight) 5 (Delight) 5 (Delight)
4 4 4
3 3 3
2 2 2
1 (Despair) 1 (Despair) 1 (Despair)
REALIZING
People associate games with their
personality. Gentleman did not find
any game that is socially
acceptable as "Mens' game"
(Snooker, bowling etc.)
DOING
PEOPLE
OBJECTS
INTERACTIONS
THINKING
FEELING

10. GZ – Staff
STAGE BEFORE DURING AFTER
SEEKING Going to Work place
Perform the job as Technician at
the Gaming centre Meet friends or Head back home
Works at Gaming centre and it is a
routine job to get ready to be at
work by 11AM
Overall maintenance of the
equipments
Catch-up with colleagues and share
a meal as they usually are busy
whole day and never get to talk
Walks everyday to reach office
Reload the slot machines when
required Visit friends' on the way
Fix any malfuntioning equipments Go home and retire to bed
Arun ( Age -22) Arun Arun
Customers Colleagues
Colleagues Friends
(Loud) Music None
Gaming equipments such as slot
machines, balloon shooting,
simulated bowling, bike racing etc.
Id badge
None
Talks to customers facing any
issues None
Co-ordinates with other colleagues
Feels excited to go to work
everyday
"If every customer is being
attended to"
"reflect on the day passed by and
about the customers"
5 (Delight) 5 (Delight) 5 (Delight)
4 4 4
3 3 3
2 2 2
1 (Despair) 1 (Despair) 1 (Despair)
Motivated employee serves the
customers well
DOING
PEOPLE
OBJECTS
INTERACTIONS
THINKING
FEELING
REALIZING

11. Empathy Maps – Movies Zone (MZ)

12. MZ – 2 Young Ladies
STAGE AFTER
SEEKING Hang Out with Friend Window Shopping Movie Hang Out Dine Out & Go back to their
PG room
Exploring various avenues for
entertainment
Deciding where to go 1. Checking out products in
various stores ("window
2. Looking at various
movies running at PVR
3. Watching the crowd and
the happenings
1. Two Young Ladies 2. One was an MBA student at
Christ College and another
working
3. The ladies moved to
Bangalore couple of years ago
4. Both love food - "foodies"
OBJECTS None
None
The Forum Mall is the default
option
It is safer in Forum Mall There are plenty of
choices for food (dinner)
at the Mall
(on probing) they would
want to explore ethnic
(authentic and native)
cuisines
They intended to dine at one
of the many options before
heading back to their PG
hostel
There will plenty to do at the
Mall
5 (Delight) 5 (Delight) 5 (Delight) 5 (Delight) 5 (Delight) 5 (Delight)
4 4 4 4 4 4
3 3 3 3 3 3
2 2 2 2 2 2
1 (Despair) 1 (Despair) 1 (Despair) 1 (Despair) 1 (Despair) 1 (Despair)
REALIZING Youngsters (students and
working people) who move to a
new city (ex: Bangalore) need a
safe way to get to explore the
various avenues for good quality
entertainment
They have been to Forum a
few times. They did not
seem as "excited"
therefore "a general lack
of purpose" was felt.
Perhaps due to frequent
visit to the same place was
becoming a 'fatigue
factor'
They had limited
themselves of choice due
to confidence to explore
beyond familiar 'hang
out' place
Knowing only English and
Hindi may NOT be good
enough to explore
possibilities beyond the
Malls, makes people
vulnerable to some
extent.
DURING
DOING
INTERACTIONS
FEELING
THINKING
PEOPLE
BEFORE

13. MZ – Family visit to PVR
STAGE AFTER
SEEKING Shake the Sunday lethargy Watch "Mission
Impossible" at PVR
Tickets for the movie Good evening, perhaps
followed by dinner after the
movie
Head back home after
unsuccessful attempt
to obtain the ticket for
the show
Head back home
DOING Relaxing or lazying at home in
Koramangala
Quickly decide and head
out to Forum Mall to watch
Try online booking on
"Booking.com"
Mother and child waiting
outside the ticket counter
Father at the counter
unsuccessful in getting the
Father returns to his
family
Back home, dinner, some
family time and end-of-day
PEOPLE (Family) Smitha, her spouse, her
son
movie ticketing agent
OBJECTS Wallet, Car Ticketing kiosk
INTERACTIONS at the ticket counter - trying
to transact for tickets
THINKING All: "Let us go watch "Mission
Impossible""
Spouses: "It has been
running for a while, good
chances of getting the
Smitha's spouse: "Oh,
the booking.com app
crashed again, wish it
Smitha: "Hope the tickets
are available, after movie
we can dine out"
Smitha's spouse: "Well, back
home, I guess!"
Wished there was a
Netflix in Bangalore to
rent and streaming
5 (Delight) 5 (Delight) 5 (Delight) 5 (Delight) 5 (Delight) 5 (Delight) 5 (Delight)
4 4 4 4 4 4 4
3 3 3 3 3 3 3
2 2 2 2 2 2 2
1 (Despair) 1 (Despair) 1 (Despair) 1 (Despair) 1 (Despair) 1 (Despair) 1 (Despair)
REALIZING There are working people
(professionals) in age group (40 -
55) who tend to make 'spur of
the moment' decisions, possibly
because their mind is otherwise
too occupied with
business/workplace that they
tend not to plan well in advance
for leisure
Looking up through
mobile apps like
Booking.com is not
always dependable at
the need of the hour
There are no alternate
plans - customer is
seemingly focused on the
only experience they had
wished for. Having multiple
choices (readily available)
could have helped
Couple of hours gone
waste with no good
outcome
FEELING
BEFORE DURING

14. MZ – Yashwant & Ishani
STAGE AFTER
SEEKING A day out, relax, explore Spend quality time with each
other
Evening Movie (maybe), Dine
out
Entertainement Travel & Translations resturants Go home and retire to
bed
Getting bored Agree to go to Forum Mall Looking up movies Window Shopping Dinner planning
Yashwant - alumni of Amritha
Engineering College
Entrepreneur (failed startup)
Presently employed with a
startup - Foreign exchange
aggregator
Due to an accident earlier, he
has been off work for some
time and later been working
from home
Ishani - went to school in
Bangalore from 11th
PEOPLE Young couple/friends (Yashwant
and Ishani)
Ishani from Assam NA
OBJECTS Yashwant's hand in-sling
With each other Problem with co partner Makemy trip already have
buddy program, someone
receive the guest at airport
etc., and be a guide
Google translate and google
pitcure to help language
barrier
Startup on Money
agrregation serivces
Gifiting solutions
Where do we go today? For travel and liesure he
preferes hotel with
excellent services
Makemy trip already have
buddy program, someone
receive the guest at airport
etc., and be a guide
Google language translator
can help in removing language
barrier to some degree
Not too far with hand-in-sling Forum Mall is a good option (all-
in-one)
No Single View for places
to visit, eateries in the
vicinity, activity centers,
ethnic shops, fair prices
view, weather etc
Would get turned off if the
service quality at hotels /
resorts is below par, may be
reason for 'never again'
decision point
Would be cool if there are
'gifting solutions'
He observed places can be
searched today with
visitor ratings
He observed resturantscan be
searched today with visitor
ratings
Infrastructure, App failures
can be dampeners
5 (Delight) 5 (Delight) 5 (Delight) 5 (Delight) 5 (Delight) 5 (Delight)
4 4 4 4 4 4
3 3 3 3 3 3
2 2 2 2 2 2
1 (Despair) 1 (Despair) 1 (Despair) 1 (Despair) 1 (Despair) 1 (Despair)
REALIZING Busy Gen-Y (working with
startups, tech savvy) seemingly get
hit with frequent boredom - need
for a persona based targetted get
away
The couple did not appear
like they were enjoying
themselves. Even malls like
Forum did not generate
significant enthusiasm
The dreamer/imaginer in the
person took him to think of
(therefore need) problems to
solve
There was no persona based
choices available for the lady
either that could lend a
sense of purpose during the
time at the Mall
FEELING
THINKING
BEFORE DURING
DOING
INTERACTIONS

15. Insights

16. Ideation
Idea1 ( Improve Customer experience) Idea2( Online
Streaming)
Idea3 ( Persona based segmentation) Idea4
(Emotions)
Votes
VotesVotes
Votes

17. WHY
“Relive your
Childhood”
Reviving and
recreating
traditional Indian
games which is
long forgotten
Great Indian
traditional
entertainment
zone which houses
games and
facilities to be
availed by people
of age group of 6
Years to 80 Years
How
What
Golden Circle

18. The Great Indian Traditional
Entertainment Center
Relive your childhood

19. An Energizing Experience You Will Want
to “Relive Again and Again”
Strategically located south of Bangalore
 A Natural “Small Town” ambience set reminding us the pristine glory of
“The Garden City”
 Delicately engineered on a 5-acre land
 Completely powered by Solar energy
 A natural stream, ground water and the rain water harvesting is designed
for visual treat
 A unique and symbiotic partnership with adjoining villages assures round-
the-clock supply of vegetables and fruits
 Well run grazing yard for the cattle and sheep is our Gift-for-use to the
adjoining villages

20. An Energizing Experience You Will Want
to “Relive Again and Again”
 Carefully selected traditional Indian games from across the country is the
key attraction for discerning customers from the Cities
 Supported by unique set of instruments used by Indians in the 19th and 20th
century in their day-to-day lifestyle
 Door-to-door service – from/to airport, railway stations and your home in
Bangalore – when you need it
 Partnership with all major Tour / Travel operators and Hotels
 Accommodation – A Class By Itself - from luxurious villas to premium
cottages to simple
 earthy deluxe rooms – completely designed blending modern amenities and
nostalgic past
 And Much More …….”You Have To Experience It To Feel the Difference”

21. Experience Map (Before) Snapshot. PLEASE VIEW FULL MAP HERE:
STAGE BEFORE
SEEKING I want to play the outdoor
games that I used to play in
my childhood
I want to play the outdoor
games that I used to play in
my childhood
I want to play the outdoor games that I used
to play in my childhood
Avail a pick up and drop off car from the
entertainment zone
Leave with family for Yaadein
DOING Call a couple of friends to ask
if they know any such place
Surf the web to look up any
such places and check reviews
Call "Yaadein" at the phone number given on
the website
Call "Yaadein" at the phone number given on
the website
Board the car sent by
Yaadein
PEOPLE Self Self Self Self Self
Friends Yaadein staff Yaadein staff Family members
Car Driver
OBJECTS Phone Internet Phone Phone None
INTERACTIONS They said they heard of a
place like this called
"Yaadein" which is an
entertainment park
specifically for this purpose
Googled "Yaadein reviews"
and found most reviews were
positive
The phone operator explained to me
1. The different Yaadein membership
schemes
2. The various games that can be played
there
3. The charges for playing games for a day
4. The payment modes
5. The different lodging charges etc.
6. And also about the drop off and pick up
facility
Asked the phone operator to arrange for my
family and me (total of 6 members; 2 senior
citizens) to be picked up from our residence
at 10.00 am the next day
The driver handed over a slip
that had his phone number
and other details like his
name, car number etc.
They gave an idea, but
encouraged to look online to
get more information
Also found their website The operator:
1. Recorded my Name, number, email id and
postal address
2. Confirmed the pick up
3. Told me that the particulars of the driver
will be SMSed and emailed to me 30 minutes
prior to pick up time i.e. 9.30 am the next day
4. Requested me to not be late because that
causes logistic difficulties
5. Informed me that if I wished to cancel the
pick up, I would have to inform them ideally
before the end of today
He drove us to Yaadein
Their website informed about
1. The games that I used to
play in childhood
2. The drop off and pick up
facility
3. Lodging facility

22. An Energizing Experience You Will Want
to “Relive Again and Again”
EXTREME USER AVERAGE USER EXTREME NON USER EXTREME USER
Gungun Ranga Swami Kevin Jessy

23. Stakeholder Mapping
• Owners
• Investors
• Customers
- Dad
- Mom
- Kids
- Grandparents
- Corporate
employees
- Disabled
customers
- Disinterested
customers
• Employees
- Security staff
- Receptionists
- Technicians
- Supervisor/s
- Housekeeping
Vendors
• Suppliers
• Media
• Alternate
entertainment
providers
High
Power
Low
Power
Low
Interest
High
Interest
* Customers have high Power/High Interest as they can make/break the company
** Media is placed at High Power as positive coverage can enhance the business while
an unverified negative coverage can impact the success of the company

24. Outdoor Games

25. FOOD & Entertainment

26. Indoor Games

27. Prototype: Kunte Bille/HopScotch
Today/History Future – road ahead
Elderly/Rehab
With assist
We Game
Digitized
4 5
6
2
3
7
1
Modernized
New rules
EXAMPLE’s

28. Prototype: Kunte Bille/HopScotch
Elderly Hopscotch: Details Explanation of Options
Elderly/Rehab
With assist
EXAMPLE’s
- To support elderly requests even without hopping (options)
- Customized options based on user needs and wants
- Options for “sponsor a child” initiative
- Points and rewards scheme for frequent visitors
- Subsidy with fees / charges paid by the patrons for causes

29. Prototype: Kunte Bille/HopScotch

30. Prototype: Kunte Bille/HopScotch

31. Empathize
Define
IdeatePrototype
Test
What is our collective learning?
A segment of users of modern entertainment
zones do not find it stimulating enough.
mapping allowed us to figure this out
Insights from the
customer interaction
triggered 4 lines of
thoughts: Improve
Existing, Online
Streaming, Persona
Based, Nostalgic
Emotions
Yaadien: Indian Traditional
Entertainment Zone both
Outdoor and Indoor games has a
great potential
Hopscotch: For age groups 6-80
years with rewards scheme,
same to be extended for all
nostalgic games.
Feedback from a section of target
audience was very encouraging. The
concept needs to go through
Continuous improvement
Listening Carefully to Customer’s Experiences Provide Insights to Fresh Ideas
Ideas should appeal to specific target customer segment
Ideas then needs to be Prototyped and Tested for Business Viability