Tensions with Technology

DESIGNING TO ADDRESS TENSIONS BETWEEN HUMANS AND TECHNOLOGIES IN SMART CITIES. SDES 704 | Applied Theory in Design | Winter 2020 | Sofia Telatin and Aashna Poddar

CONTENT 01

Know Context Brief takeaways, Mind maps, Brainstorming, Secondary research and Intent Statement

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Secondary Research Intent Statement Refine Problem Statement Primary Research Starts Ideation Session and Principles Explore opportunities Concept Exploration and Prototyping Final Concept Presentation Process Book Outline

INITIAL BRIEF TAKEAWAYS

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The brief was to select one topic from the global goals for sustainable development and generate an intent statement.

We chose to work on sustainable cities and communities because we thought it had great potential of development.

Sustainable Cities and Commun ties

RESEARCH METHOD To better research the topic we created a design statement: Designing address tensions between humans and technologies in smart cities.

We brainstormed two different dimensions: public and private spaces.

PUBLIC SPACES

PRIVATE SPACES

MIND MAP To help us brainstorm on the chosen scenario we used the mind map as a tool to further investigate the scenario. The method also involved an iterate process of clustering similar topics, eliminating scenarios that was out of our control.

Biometrics Smart gate systems Onboard connectivity Robotic Assistants

HOME

Doors

Lights

Windows

Vacuum

VPAs

Smart home products

TVs

AIRPORTS Mobile Workforce

Smart Ground transportations

WORKPLACE

Online whiteboards Instant Chats Temp and Light control

VR learning MOOCS Smart Notebook

SCHOOLS

Lightening

Smart Boards

Smart Benches

DESIGNING TO ADDRESS TENSIONS BETWEEN HUMAN AND TECHNOLOGIES IN SMART CITIES

Predictive maintenance

PARKS

Environmental Sensors Interactive kiosks

Mobile Keys Smart Roomservice

HOTELS

Self-driving cars

Smart Parking

TRANSPORTATIONS

V2V communication VPAs integration

iBeacon

App connections

MUSEUMS

AR experience

RESTAURANTS

Self-Serve ordering Kitchen automation

Robots

SUPERMARKETS

VR menu

Smart Shopping Carts Smart Labels Smart Sensors

Auto-pay

THREATS AND WEAKNESS To find out opportunities within each category we decided to underline six main issue related to the relationship between users and technology. We placed each issue closed to the related topic.

Connectivity

Transparency

Privacy

Security

Integration

Compatibility

Biometrics Smart gate systems Onboard connectivity

HOME

Robotic Assistants

Doors

Lights

Windows

Vacuum

VPAs

Smart home products

TVs

AIRPORTS Mobile Workforce

Smart Ground transportations

WORKPLACE

Online whiteboards Instant Chats Temp and Light control

VR learning MOOCS

SCHOOLS

Smart Notebook

Lightening

Smart Boards

Smart Benches

DESIGNING TO ADDRESS TENSIONS BETWEEN HUMAN AND TECHNOLOGIES IN SMART CITIES

Predictive maintenance

PARKS

Environmental Sensors Interactive kiosks

Mobile Keys Smart Roomservice

HOTELS

Self-driving cars

Smart Parking

TRANSPORTATIONS

V2V communication VPAs integration

iBeacon

App connections

MUSEUMS

AR experience

RESTAURANTS

Self-Serve ordering Kitchen automation

Robots Integration

Connectivity

Transparency

Privacy

Security

Compatibility

SUPERMARKETS

VR menu

Smart Shopping Carts Smart Labels Smart Sensors

Auto-pay

Biometrics Smart gate systems Onboard connectivity

HOME

Robotic Assistants

Doors

Lights

Windows

Vacuum

VPAs

Smart home products

TVs

AIRPORTS Mobile Workforce

Smart Ground transportations

WORKPLACE

Online whiteboards Instant Chats Temp and Light control

VR learning MOOCS

SCHOOLS

Smart Notebook

Lightening

Smart Boards

Smart Benches

DESIGNING TO ADDRESS TENSIONS BETWEEN HUMAN AND TECHNOLOGIES IN SMART CITIES

Predictive maintenance

PARKS

Environmental Sensors Interactive kiosks

Mobile Keys Smart Roomservice

HOTELS

Self-driving cars

Smart Parking

TRANSPORTATIONS

V2V communication VPAs integration

iBeacon

App connections

MUSEUMS

AR experience

RESTAURANTS

Self-Serve ordering Kitchen automation

Robots Integration

Connectivity

Transparency

Privacy

Security

Compatibility

SUPERMARKETS

VR menu

Smart Shopping Carts Smart Labels Smart Sensors

Auto-pay

MIND MAPS TAKEAWAYS

CONNECTIVITY

PRIVACY

INTEGRATION

SECURITY

After identifying threats on each category we started narrow down the mind map. We have decided to keep home and transports as the two categories with the highest opportunities.

TRANSPARENCY

COMPATIBILITY

HOME

CONNECTIVITY

INTEGRATION

SECURITY

COMPATIBILITY

TRANSPORTS

SECONDARY RESEARCH

57%

47% OF MILLENNIALS ALREADY OWN SOME SMART HOME DEVICES

DECLARED THAT SMART PRODUCTS SAVE 30MIN OF THEIR DAY PER DAY

To narrow down the two selected topic to one, we decided to do a popular media scan research. The research was useful to understand even more the actual problems and the opportunities.

HOME

54%

60% OF PEOPLE ALREADY OWN ONE SMART DEVICE AND PLAN TO BUY ONE MORE

OF PEOPLE PLAN TO BUY SMART PRODUCTS TO INCREASE THE RESALE OF THEIR HOUSES

90 M

REVENUES IN SMART HOMES MARKET EXPECTED BY 2020

SECONDARY RESEARCH MANY

HOME BUYER DO NOT EXPECT SMART TECHNOLOGIES TO BE PLACE IN THEIR HOMES DUE TO THE EXISTING STRUCTURE

19%

SMART PRODUCTS EXPECTED TO BE SEEING IN HOMES BY 2025 FROM 9% IN 2020

70%

57%

OF AMERICANS DECLARED TO HAVE SMART HOME PRODUCTS

69%

OF PEOPLE SAID THAT PRIVACY ISSUES ARE MAKING THEM RETHINK ABOUT SMART PRODUCTS

SMART HOME PRODUCTS HAVE BEEN DISCOVERED TO BE SUSCEPTIBLE TO HACKING

88%

OF PEOPLE SAID THAT THEY FEEL NEGATIVE ABOUT COMPANIES USING THEIR DATA

FALSE ALLARMS ARE CONCERNING USERS BECAUSE THE DEVICE ITS ACTIVATED WHNE YOU DON’T WANT TO BE

SECONDARY RESEARCH

40%

152 M CARS WILL BE CONNECTED TO THE INTERNET BY 2020

PEOPLE FIND CHARGING AREAS INCONVENIENT TO USE

To narrow down the two selected topic to one, we decided to do a popular media scan research. The research was useful to understand even more the actual problems and the opportunities. We focused on car vehicles since the technologies inside cars are common and in use.

TRANSPORT

30 MIN

5.6 M OF ELECTRIC VEHICLES SOLD IN 2019, MOSTLY IN CALIFORNIA

AT LEAST TO CHARGE AN ELECTRIC CAR. PEOPLE FIND IT INCONVENIENT ALSO ON HOW TO FIND STATIONS

RESEARCH TAKEAWAYS

CONNECTIVITY

PRIVACY

INTEGRATION

SECURITY

After the secondary research we identify that home is the direction with higher opportunities.

TRANSPARENCY

COMPATIBILITY

HOME

CONNECTIVITY

INTEGRATION

SECURITY

COMPATIBILITY

TRANSPORTS

INTENT STATEMENT Problem

Smart Homes are a merely a collection of internet-connected gadgets and protocols.

Companies have taken a product focused instead of a human-centric approach.

Audience

Users with a desire of a transparent connected smart home

Failures

Companies have failed to understand who the future home resident is and what they want.

New Value

The future home is an attitude — which is why companies must understand the complex emotional motivations that are rooted in the home.

Opportunity

Who are the customers for the future home? What do they really want?

And how do we overcome strong concerns about technology?

PROBLEM STATEMENT Smart Homes are a merely a collection of internet-connected gadgets and protocols.

Thus, technology that fill our houses bring with it strong concerns and tensions.

OPPORTUNITY STATEMENT Creating a new meanings for technology and so reducing the gap between users and technology. Build a better relationship free of tension. Understand users unmet need and future needs.

RESEARCH QUESTIONS

Who are the customers for the future home? What do they really want? How do we overcome strong concerns about technology? How future home look like? And How future homes embed into a community space?

SUB RESEARCH QUESTIONS How home is identify?

What the idea of home actually means?

How people imagine their home 5 years from now?

How do people feel about technology inside homes?

What are the biggest concerns about technology inside home?

CONTENT 01

Sense Intent

02

Know People

Brief takeaways, Mind maps, Brainstorming, Secondary research and Intent Statement

Online survey, primary research, data points, insights collection and analysis

GANTT CHART 03

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Secondary Research Intent Statement Refine Problem Statement Primary Research Starts Ideation Session and Principles Explore opportunities Concept Exploration and Prototyping Final Concept Presentation Process Book Outline

PRIMARY RESEARCH 1 Before beginning with in depth interviews we developed a bunch of questions regarding users meanings of home and the technology embedded with it.

What do you call home?

How your home makes you feel?

Would you say that your home is smart?

How do you feel about technology?

What is your top fear about technology?

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IN DEPTH INTERVIEWS

TAKE AWAYS However, after a couple of interviews we realized that people pointed out different concerns regarding technology, but related to their daily lives. Home was barely mentioned and not directly related with their concerns. For this reason we decided to stop for a moment and analyze the findings.

How do you feel about technology?

What is your top fear about technology?

TAKE AWAYS

“I feel that my personal informations are not safe” “I don't trust technology, I feel my phone is always listening to me”

“It makes me feel fearful”

“There are too much informations on the web and I never know what to trust and what to not trust”

“I fear the day that technology will surpass our human interaction” While we were analyzing the finding to understand why people, when the word technology was introduced, related their fears of technology more in a daily life; we realized that technology was highly related to something intrusive and not trustful.

“It is intrusive” “The other day I was talking to my friend and then suddenly an ad appear. I felt my privacy just doesn’t exist anymore” “I hate when they track my location when I use different apps. You never know what they do with it”

“It make me feel connected but also isolated”

TAKE AWAYS

“I feel that my personal informations are not safe” “I don't trust technology, I feel my phone is always listening to me”

“It makes me feel fearful”

“There are too much informations on the web and I never know what to trust and what to not trust”

“I fear the day that technology will surpass our human interaction” While we were analyzing the finding to understand why people, when the word technology was introduced, related their fears of technology more in a daily life; we realized that technology was highly related to something intrusive and not trustful.

“It is intrusive”

“I hate when they track my location when I use different apps. You never know what they do with it”

“The other day I was talking to my friend and then suddenly an ad related to what we were discussing appear. I felt my privacy just doesn’t exist anymore”

“It make me feel connected but also isolated”

SECONDARY RESEARCH To understand better the area of work we decided to run a quick popular media scan research regarding trust in technologies, before moving into primary research.

50 MILLION FACEBOOK USERS WERE AFFECTED, AND POSSIBLY 40 MILLION MORE, WHEN HACKERS COMPROMISED THE SOCIAL NETWORK’S SYSTEM

65%

OF DATA BREACH VICTIMS LOST TRUST IN TECH GIANTS

TRUST

TECH

COMMUMITY

TRUST

/ FIRM BELIEVE IN THE RELIABILITY, TRUTH, ABILITY, OR STRENGTH OF SOMEONE OR SOMETHING

FUNDAMENTAL PRINCIPLE

LIKE TRUST IS ESSENTIAL TO REDUCE INSECURITIES. HOWEVER, TRUST PRINCIPLES ARE HARD TO DEFINED AND TO DELIVER TO USERS

Wake up

Go check laptop

Start preparing for school

Arrive at home

Look at the phone and go trough morning news

Waiting the laptop to turn on and start looking at phone for more info while waiting

Meet friends and discuss about tech giants spying

Surfe the web and look at amazon website

Go to Financial Class and start the lecture

Find adds related to trust tech giants and data leaks

Look at social media

“Oh. My friends are discussing about tech”

Research on the web about what tech to trust Reach out to friends to know what they think and found the same adds

“Maybe it is a fake news.

I shall ask the professor”

TRUST “Oh. There are saying that computer micro camera may are on even if it seems off”

“I have never notice it.

Let’s check!”

“I am still thinking about it and I am getting scared”

“Really?! Amazon is suggesting me software to increase my security and stickers to cover mico camera on laptop? How did it know?”

“Do I trust tech?

I feel it is intrusive”

ACTIONS

We developed a journey map to understand a day in life with technology and see were the pain points regarding trust was to further continuing with the project.

EMOTIONS & THOUGHTS

JOURNEY MAP

RESEARCH QUESTIONS

How do we overcome strong concerns about technology in everyday life? How do we reduce insecurities regarding trust between people and technology? How do we shorten the gap between big tech companies, users and communities?

SUB RESEARCH QUESTIONS How do you define trust?

What tech companies do you trust the most?

What platforms do you trust the most?

What’s the best way for companies to regain your trust after a hack or other data breach?

PRIMARY RESEARCH 2 ONLINE SURVEY After redefining our research questions we decided to do developed an online survey and a plan for conducting interviews.

IN DEPTH INTERVIEWS

ONLINE SURVEY To help us further investigate about trust between people, technologies and big tech companies we developed an online survey.

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SURVEY TAKEAWAYS

We analyzed the online survey and based on the answers we have collected the results.

The most interesting one were related to trust regarding platforms.

MOST USE

35.3 %

52 %

82.4 %

73.3 %

Believe that digital platforms don’t handle data responsibly

Believe to not have control over personal information online

Biggest concern is digital platforms selling personal data

The digital platform with lowest trust are social media

BEST QUOTES

“(…) Easy way to know what your friends are doing” “My friends are there and it is easy for me to know what they are doing”

WHY DO YOU KEEP USING SOMETHING YOU DON’T TRUST?

“ (…) It has become part of the day to day life”

“I use social media to stay in touch with friends, look at what people do and it is easier to make friends”

“(…) the fastest way to also know what everyone is up-to”

How might we encourage smart citizens to reconnect within their surrounding community, and balance digital and physical life?

UMBRELLA QUESTIONS

1.

How might we incentive smart city evolving by centering on people?

2.

How do we create a system, within smart cities, that will balance people’s digital and physical presence?

3.

How do we facilitate opportunities and convivial spaces in smart cities?

Cities without people aren’t cities at all.

That’s why a truly smart and connected city begins with people who are smart and connected within each others.

IN DEPTH INTERVIEWS As a follow up to our online survey we decided to run some in depth interviews to know more about peoples’ habits.

How technology impact your daily conversations?

What medium do you use to communicate the most?

How often do you interact with the surrounding community?

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ORGANIZING DATA POINTS After the interviews we set back together and we started organizing our data points from the survey, secondary research and the insights from in depth interviews.

INSIGHTS SORTING

People feel that a big part of their life revolve around technology

After collecting all the insights we started analyzing them again and we cluster them when it was possible. The cluster was made when the insights were similar in terms of meaning.

Digital platforms are a security blanket

Communication trough digital platforms can be easily misunderstood

Communication through digital platforms are impersonal and emotionless

INSIGHTS SORTING

People find digital platforms easy to use and they find everything and everyone on the platform

After collecting all the insights we started analyzing them again and we cluster them when it was possible. The cluster was made when the insights were similar in terms of meaning.

Digital platforms make people’s life easier but at the same time make them lazier

Digital platforms makes people feel connected but at the same time disconnected

Communicating through digital platforms have become an habits

INSIGHTS SORTING

Face to face communication happens the most in houses and cafes

After collecting all the insights we started analyzing them again and we cluster them when it was possible. The cluster was made when the insights were similar in terms of meaning.

People feels that the time they have is not enough for face to face communication

A balance between digital and real life communication will be required in the future

People have tried services to balance digital and physical life however they did not find them useful

INSIGHTS TAKEAWAYS After analyzing the insights we were intrigued by the discovery that for people digital communications platforms make conversations emotionless and create misunderstanding.

BEST INSIGHTS

“I am not clear on what the person wants to say over text messages” “(…) chances to misunderstood someone over text are high”

“I think people are connected but its less personals and feel disconnected” “ My work, my leisure and everything revolve around technology”

“ (…) Services in the past did not help me much”

“(…) I don’t think it is a bad think but I think people will need a balance”

“When I am not sure about my friend’s emotion I use emoji or I call through face time”

“I can’t understand someone emotions throughout digital platforms”

“(…) It is different to differentiate between fake and real”

“ (…) Communication platforms is a security blanket”

CONTENT 01

Sense Intent

02

Know People

03

Frame Insights

Brief takeaways, Mind maps, Brainstorming, Secondary research and Intent Statement

Online survey, primary research, data points, insights collection and analysis

Ideation sessions, sketching, sorting and clustering ideas, principles generation

GANTT CHART 03

04

05

06

07

08

09

10

Week

Week

Week

Week

Week

Week

Week

Week

Secondary Research Intent Statement Refine Problem Statement Primary Research Starts Ideation Session and Principles Explore opportunities Concept Exploration and Prototyping Final Concept Presentation Process Book Outline

IDEATION SESSION

With the insights on our hands we started ideating on each insight. For each insight we generated possible solutions.

+60

IDEATION SESSION

BRAINSTORMING SESSION

The ideation session was divided into different moments. We first started brainstorming solutions. Then we shared them, and we had a discussion on each solution generated.

After this we started clustering similar ideas.

SHARING IDEAS

GROUP DISCUSSION

CLUSTERING SIMILAR IDEAS

A BIG PART OF LIFE REVOLVE AROUND TECH Each of us brainstormed ideas. For each idea we set a time one minutes. The rule was that drawing has to be the main communicator.

TECH IS A SECURITY BLANKET Each of us brainstormed ideas. For each idea we set a time one minutes. The rule was that drawing has to be the main communicator.

COMMUNICATION CAN BE EASILY MISUNDERSTOOD Each of us brainstormed ideas. For each idea we set a time one minutes. The rule was that drawing has to be the main communicator.

COMMUNICATION IS IMPERSONAL AND EMOTIONLESS Each of us brainstormed ideas. For each idea we set a time one minutes. The rule was that drawing has to be the main communicator.

DIGITAL PLATFORM ARE CONVENIENT AND EASY TO USE Each of us brainstormed ideas. For each idea we set a time one minutes. The rule was that drawing has to be the main communicator.

DIGITAL PLATFORM MAKE LIFE EASY BUT PEOPLE LAZY Each of us brainstormed ideas. For each idea we set a time one minutes. The rule was that drawing has to be the main communicator.

CONNECTED BUT DISCONNECTED IN REAL LIFE Each of us brainstormed ideas. For each idea we set a time one minutes. The rule was that drawing has to be the main communicator.

CONNECTED BUT DISCONNECTED IN REAL LIFE Each of us brainstormed ideas. For each idea we set a time one minutes. The rule was that drawing has to be the main communicator.

FACE TO FACE COMMUNICATION HAPPEN IN HOUSES Each of us brainstormed ideas. For each idea we set a time one minutes. The rule was that drawing has to be the main communicator.

TIME FOR FACE TO FACE IS NOT ENOUGH Each of us brainstormed ideas. For each idea we set a time one minutes. The rule was that drawing has to be the main communicator.

BALANCE BETWEEN DIGITAL AND PHYSICAL REQUIRE Each of us brainstormed ideas. For each idea we set a time one minutes. The rule was that drawing has to be the main communicator.

ALREADY EXISTING SERVICES ARE NOT WELL DESIGNED Each of us brainstormed ideas. For each idea we set a time one minutes. The rule was that drawing has to be the main communicator.

PRINCIPLES GENERATION

After collecting all the ideas/solution we started clustering them based on similarities.

PRINCIPLES GENERATION

After clustering we realized that we had three main categories. These categories was related to emotions, nature and gaming.

1

2

3

ENHANCING EMOTIONS

GAMING ACTIVITIES

RECONNECT WITH NATURE

ENHANCING EMOTIONS What if we can create a service that will increase emotional understanding into digital communication platforms?

GAMING ACTIVITIES What if we can utilize game design elements and game principles in non game contexts to create a balance between real and digital life?

RECONNECT WITH NATURE What if we can create a service that increase outdoor activities and help users reach a more balance state?

And bringing them closer to the community?

PRINCIPLES TO OPPORTUNITIES INSIGHTS People find digital platforms emotionless High misunderstand while using digital communication platforms Communication is impersonal

People don’t have enough time for face to face communication People feel connected but disconnected Digital platforms make people lazy

People don’t have enough time for face to face communication People feel connected but disconnected Digital platforms make people lazy

PRINCIPLES

INDIVIDUAL OPPT.

COMMUNITY OPPT.

ENHANCING EMOTIONS What if we can create a service that will increase emotional understanding into digital communication platforms?

CHATBOT

PHYSICAL DEVICE

EMOJI REDESIGN

DEVICE

SHARING

EMOJI REDESIGN

APP REDESIGN

PHYSICAL DEVICE

CHALLENGE

BOARD GAME

TEAM CHALLENGE

DIGITAL CHALLENGE

BOARD GAME

TEAM CHALLENGE

DIGITAL CHALLENGE

GAME ACTIVITIES What if we can utilize game design elements and game principles in non game contexts to create a balance between real and digital life?

RECONNECTION WITH NATURE What if we can create a service that encourage community outdoor activities?

DIGITAL SERVICE

ADD ON

ADD ON

DECISION MAKING DIAGRAM

To decide which solution was the most feasible in terms of technology, usability and value we analyzed each solution with the help of a diagram.

ENHANCING EMOTIONS

We divided the diagram into 3 main categories: tech, how is the technology embedded in the solution, value, what is the value added in a community and individual level, and the empathy we are adding with the solution.

GAMING ACTIVITIES

We divided the diagram into 3 main categories: tech, how is the technology embedded in the solution, value, what is the value added in a community and individual level, and the empathy we are adding with the solution.

RECONNECT WITH NATURE

We divided the diagram into 3 main categories: tech, how is the technology embedded in the solution, value, what is the value added in a community and individual level, and the empathy we are adding with the solution.

DECISION MATRIX TAKEAWAYS

After clustering we realized that we had three main categories. These categories was related to emotions, nature and gaming.

1

2

3

ENHANCING EMOTIONS

GAMING ACTIVITIES

RECONNECT WITH NATURE

CONTENT 01

Sense Intent

02

Know People

03

Frame Insights

Brief takeaways, Mind maps, Brainstorming, Secondary research and Intent Statement

Online survey, primary research, data points, insights collection and analysis

Ideation sessions, sketching, sorting and clustering ideas, principles generation

04

Explore Concept Culture probe, 5’E and good Not good matrix

GANTT CHART 03

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05

06

07

08

09

10

Week

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Week

Week

Week

Week

Week

Week

Secondary Research Intent Statement Refine Problem Statement Primary Research Starts Ideation Session and Principles Explore opportunities Concept Exploration and Prototyping Final Concept Presentation Process Book Outline

CULTURE PROBE To test our two ideas we decided to do a culture probs. We developed an activity: 1h no phone challenge in which we placed different activities with a cause behind.

CULTURE PROBE The people we interviewed had to chose the activity and discover the cause behind. While doing it we asked them why they picked that particular activity and what were their thoughts about the cause behind the activity.

CULTURE PROBE TAKEAWAYS

WALKING WITH DOG

Helping rescue animals

The activity with most selected was running and planting trees for the community, yoga and helping people with mental illness and walking with dog and helping rescue animals.

RUNNING

Planting trees for your community

YOGA

Helping people with mental illness

DECISION MATRIX

After the culture probs activity we started analyzing the answers and what challenges the people selected the most.

DECISION MATRIX We develop a decision matrix with four different parameters to evaluate and select the best idea and solution.

1

5

Low

High

WALKING WITH DOG

RUNNING

YOGA

Helping people with mental illness

Planting trees for the community

Helping people with mental illness

FEASIBILITY

3

4

2

NATURE OPPORTUNITY

4

5

2

COMMUNITY VALUE

3

5

3

TEAM AFFINITY

2

4

3

DECISION MATRIX We develop a decision matrix with four different parameters to evaluate and select the best idea and solution.

1

5

Low

High

WALKING WITH DOG

RUNNING

YOGA

Helping people with mental illness

Planting trees for the community

Helping people with mental illness

FEASIBILITY

3

4

2

NATURE OPPORTUNITY

4

5

2

COMMUNITY VALUE

3

5

3

TEAM AFFINITY

2

4

3

5’E MATRIX We used the 5’E to generate ideas regarding the selected topic. We used this method because it helped us develop ideas that comprehend different moments in the user journey.

Planting trees for the community

RUNNING

ENTICE ENTER ENGAGE EXIT ESTEND

GOOD BUT DIFFERENT

After the 5’E we used the good but different method to evaluate each idea generated.

GOOD BUT DIFFERENT

NOT GOOD NOT DIFFERENT

GOOD AND DIFFERENT

NOT GOOD BUT DIFFERENT

GOOD BUT NOT DIFFERENT

After the 5’E we used the good but different method to evaluate each idea generated.

GOOD BUT DIFFERENT CLUSTERING After divided each single idea in the selected section we started clustering similar ideas in each section.

GOOD BUT DIFFERENT SELECTION After clustering ideas we selected the one that we wanted to keep develop.

OBJECTIVES

CSR

CHALLENGES

TRACKING

Developing a CSR program for FitBit to enhance their portfolio

Having challenges that user can do will enhance the overall engagement

Giving users the possibility to track progresses

OBJECTIVES

INFORMATIVE WEBSITE Developing a website within user can related to and see pictures

PERSONALIZATION Creating a personalize experience for the uses

COMMUNITY ENGAGEMENT Generating and developing community interaction toward nature

CONTENT 01

Sense Intent

02

Know People

03

Frame Insights

Brief takeaways, Mind maps, Brainstorming, Secondary research and Intent Statement

Online survey, primary research, data points, insights collection and analysis

Ideation sessions, sketching, sorting and clustering ideas, principles generation

04

Explore Concept

05

Explore Concept

Culture probe, 5’E and good Not good matrix

Value proposition, Personas, User testing, SWOT, Business model, CJ and Ecosystem map

GANTT CHART 03

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Secondary Research Intent Statement Refine Problem Statement Primary Research Starts Ideation Session and Principles Explore opportunities Concept Exploration and Prototyping Final Concept Presentation Process Book Outline

VALUE HYPOTHESIS FOR WHO

OUR SERVICE PROVIDES UNLIKE

OUR SOLUTION

individuals and families who use Fitbit Are looking for spending more time outside interacting with the surrounding community while doing meaningful activities

Fitbit4green new opportunities to balance digital and physical life while increasing time spent outside the current scenario where individual tends to spend a lot of time on digital devices forgetting to do outdoor activities especially in groups

is an opportunity to increase the balance between digital and physical life. Also, it gives the opportunity to users to enhance their time with their community while doing meaningful activities

FRAMING PERSONAS Before starting to develop our final solution we develop personas. We wanted to keep in mind our primary users.

SERVICE BLUEPRINT After defining our personas we developed our costumer journeys. The CJ was helpful to see al the users steps while using our service.

SERVICE BLUEPRINT

SWOT ANALYSIS With the blueprint and value hypothesis in our hands we developed a SWOT analysis to see the strengths, weakness, opportunities and threats of our service

SWOT ANALYSIS

S

W Provide tool to balance physical and digital life Daily challenges aimed at increasing well-being and personal and social change

Emotions are a multi-layered entity and it is challenging to handle them

Strong suppo> system and community engagement

The swot analysis helped us analyzing and strengthening our service solution. The opportunities area was extremely useful to see future improvements.

Increasing the challenges portfolio by adding personalize challenges

There are many activities that the user can choose from. We must be always up to date and competitive

Create a community of individuals that help each other

O

T

ECOSYSTEM MAP

We developed an ecosystem map to map out the stakeholders involved in our solution. We divided the map in community system and individual system.

Comminity

Yoga

Running

Individual

FITBIT CSR CHALLENGES

SAVANNAH COUNCIL (City parks) UN ENVIORNMENT (Organization)

Plant a tree

YOU CAUSE

PARTNERS

Mental Wellbeing Balance digital and physical life

Fitness

CONCEPT SKETCHING

After personas, service blueorint, SWOT and ecosystem map we started ideating our service by sketching the solution in the whiteboard. We started with wireframes.

#CTA to website

#tracking

#homepage

#discounts

#challenge

USER TESTING

With the wireframes we went out and start testing with a couple of users who could give us useful feedbacks

USER TESTING TAKEAWAYS

The feedbacks where very useful to improve the app and add few important details to the experience

ADD PROGRESS

ADD INFO

LOCAL SPONSOR

Users wanted to see the badges collected and their progress

Adding more info under the discount would be useful to find the location

Having local sponsor would incentive user to participate to the event

CONTENT 01

Sense Intent

02

Know People

03

Frame Insights

Brief takeaways, Mind maps, Brainstorming, Secondary research and Intent Statement

Online survey, primary research, data points, insights collection and analysis

Ideation sessions, sketching, sorting and clustering ideas, principles generation

04

Explore Concept

05

Frame Solution

06

Frame Solution

Culture probe, 5’E and good Not good matrix

Value hypothesis , Personas, User testing, SWOT, Business model, CJ and Ecosystem map

Value proposition, value added, high fidelity prototype and roadmap

GANTT CHART 03

04

05

06

07

08

09

10

Week

Week

Week

Week

Week

Week

Week

Week

Secondary Research Intent Statement Refine Problem Statement Primary Research Starts Ideation Session and Principles Explore opportunities Concept Exploration and Prototyping Final Concept Presentation Process Book Outline

FITBIT 4GREEN. MAKE YOUR COMMUNITY GREENER.

fitbit 4green

HELP US MAKE A POSITIVE CONNECTION BETWEEN RUNNERS AND COMMUNITIES

SIGN IN Already a customer?

Sign in with your Fitbit account

DISCOVER CHALLENGES Users can choose from a variety of challenges close to your location

fitbit 4green

DISCOUNTS Enjoy discounts in local pubs, bar, supermarkets and coDee shops

JOIN Sign up for the challenges, sta> meeting new spo> lovers and make your community greener.

The more you will join events the more trees you will be able to plant

fitbit 4green

fitbit 4green

TRACK PROGRESS See your tree growing,

and go visit it in your local community garden

COLLECT BADGES Pa>icipate to many events and sta> collecting badges to share within your network

VALUE PROPOSITION FOR

individuals and families who use or not use Fitbit

WHO

Are looking for spending more time outside interacting with the surrounding community while doing physical activities with a meaning behind

OUR SERVICE PROVIDES UNLIKE

OUR SOLUTION

Fitbit4green new tools to balance digital and physical life while increasing personal and social wellbeing the current scenario where individual tends to spend a lot of time on digital devices forgetting to do outdoor activities especially in groups

is an opportunity to increase the balance between digital and physical life. Also, it gives the opportunity to users to enhance their time with their community while doing social responsible activities

ECOSYSTEM MAP Community System Individual System

FITBIT CSR CHALLENGES

FITBIT ENVIROMENT CAUSE

STRATEGIC PARTNERS

Plant a tree and make your community greener Community Involvement Personal and social change Mental wellbeing Reconnecting with nature Balance between digital and physical life

VALUE ADDED

COMMUNITY INVOLVEMENT

PERSONAL WELLBEING

ENVIROMENTAL ACTIONS

Enhancing social and community well-being through physical groups activities aimed

Providing with tools to enhance balance between physical and digital life

Providing a meaning to every challenge by going the user the chance to do good for the world

PRODUCT ROADMAP Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Prototype

System integration with current Fitbit systems

Testing

Beta Release

Testing & Refinement

AB Testing of different App Functionalities,

Refinement of the challenges

Massive Launch

THANK YOU! SDES 704 | Applied Theory in Design | Winter 2020 | Sofia Telatin and Aashna Poddar