Mapping Hanoi Old Quarter Process Book

Mapping hanoi old quarter

Final major project Process book

Ngoc Trieu TRI14437741 Ba (Hons) Design Management & Cultures

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To question the habitual. But that’s just it, we’ve habituated to it. We don’t question it, it doesn’t question us, it doesn’t seem to pose a problem, we live it without thinking, as if it carried within neither questions nor answers, as if it weren’t the bearer of any information. This is no longer even conditioning, it’s anaesthesia. We sleep through our lives in a dreamless sleep.

But where is our life? Where is our body? Where is our space? ...

To question what seems so much a matter of course that we’ve forgotten its origins. To rediscover something of the astonishment that Jules Verne or his readers may have felt faced with an apparatus capable of reproducing and transporting sounds. For that astonishment existed along with thousands of others, and it’s they which have moulded us.

What we need to question is bricks, concrete, glass, our table manners, our utensils, our tools, the way we spend our time, our rhythms. To question that which seems to have ceased forever to astonish us. We live, true, we breathe, true; we walk, we open doors, we go down staircases, we sit at a table in order to eat, we lie down on a bed in order sleep. How? Where?

When? Why? Georges Perec ‘Approaches to What?’ from “L’Infra-ordinaire,” in v, 210.

CONTENTS

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Introduction Personal Rationale The DMC Approach Research Ethics

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Design Process How Might We? Target Audience Ideation Concept Development Prototype

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Inspiration Discovery Stage Research Methods Research Findings Insight Statements

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Management Process

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Business Model Canvas Branding Stakeholder Map Budgets & Sponsorship Resource Assessment Risk & Feasibility

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References

Future Exhibition Plan Partnership Opportunities Roadmap Define Success Learning & Feedbacks

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Appendix

INTRODUCTION The Old Quarter is consisted of more than 36 short and continuous streets, accidentally making it a real-life maze in the heart of Hanoi, the capital of Vietnam. And for that reason, despite having lived in Hanoi my entire life, yet I often find myself getting lost in the Old Quarter. I wonder if anyone else has ever found themselves in the same situation. J.R.R Tolkien once said: “Not all those who wander are lost”.

But, what if we get lost for a reason from the beginning? Aren’t all those wonderful things always come at the least expected moment?

In the ‘Everyday Life and Cultural Theory: An Introduction’, Ben Highmore explained the three elements of modern everyday life: ‘boredom’, ‘mystery’ and ‘rationalism’. Boredom, because the modern working life is characterised by routine, systems and regulatory techniques. Mystery, because everyday life takes form of entanglement. And rationalism because, it makes sense of the society that homes both boredom and mystery together under ‘the banner of the true’ (Highmore, 2002). With a history that spans over 1,00 years, the Old Quarter represents the eternal soul of the city. However, in order to catch up with the speed of modern life, we tend to bypass the little details – those charming, mysterious witnesses of the centuries, lying underneath layers and layers of the emptiness of time -

our daily chores. Too often, we rush through different crossroads, we stop for a quick grocery shopping, we hang out at a pavement cafe with our friends, but we never stay long enough to feel the vibrant torrent of thousand years of art, culture and history, flowing through the space between one busy, narrow street and another. All at once, we find ourselves lost, in the ubiquitousness of everyday design, the mundane of urban life and the entanglement of history and present.

The everydayness of everyday life, according to Ben Highmore, may ‘bewilder or give pleasure’, may ‘delight or depress’ - the ‘precisely’, the ‘unnoticed’, the ‘inconspicuous’ and the ‘unobtrusive’ (Highmore, 2002). As the Old Quarter holds in its streets a precious archive of thousands of hidden stories and design artefacts, to walk in the Old Quarter is to be in my natural habitat. To figure the Old Quarter is to ‘analyse’ the boredom, ‘observing’ the mystery and ‘mastering’ the rationalism (Highmore, 2002). In order to truly embrace the beauty of such unique cultural entanglement that Hanoi Old Quarter has to offer, one must have a keen eye for details and a relentless curiosity. Questioning everyday life and contextualization, indeed, are keys.

During my initial research in August 2015, I guided three walking tours

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around Hanoi Old Quarter for groups of up to 5 people who had already established a personal interest in the area. The tours aimed to encourage contextual observations and the awareness of design artefacts such as old houses, ancient letterings and traditional craft products. One of my most memorable encounter in Hanoi Old Quarter was the one happened on Hang Buom Street, when I came across an interesting juxtaposition of a Burger King store and a family-owned Chicken Pho restaurant. The Burger King restaurant symbolises mass-production in the fast-growing globalised world.

Meanwhile the traditional Chicken Pho shop tells a story of tradition, a cultural resistance effort against the bleakness of gentrification which is ostensibly changing the Hanoi urban landscape today. Like the paradox of modernism, there was something both exciting and nostalgic about it.

While I walked, I was writing on the urban ‘text’ a modernist story, in which the protagonist felt excited as to embark on a new adventure, yet she looked back and immersed in a nostalgia of the past long gone (de Certeau and Rendall,

1984). My walking experiences in Hanoi Old Quarter and my concern for the diminishing local cultural distinctiveness of this area have motivated me to form this final major project - ‘Mapping Hanoi Old Quarter’. I remember one thing my friend Duc Le, an AA School of Architecture graduate, used to say in regard of the fast-changing urban scene of Hanoi: “‘All that is solid melts into thin air’. Integrating, not dissolving”. As a response to his statement, with a design thinking and questioning mindset that I’ve developed over the past three years: But how might we? And if not now, then when?

With this project, I hope to discover and ‘map’ the relationship of each design object with its cultural and historical background, while essentially asking the question of its importance to the development of urban experience in the Old Quarter. ‘Mapping’, in this context, means to reveal the quintessences of Vietnamese art, design & culture in general and Hanoi in particular information that is not immediately visible to the casual observer or tourist.

This, is my great design challenge as a real-world designer in training.

PERSONAL RATIONALE 10

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THE DESIGN MANAGEMENT & CULTURES APPROACH The Design Management & Cultures (DMC) approach, in short, is what I would like to consider as my biggest takeaway from being a student on the BA (Hons) Design Management & Cultures course at University of the Arts London. As an innovative approach to problem solving, it is a great balance between practical and theoretical studies, as well as a bridge connecting the creative and business world.

Drawing from different disciplines, the DMC approach offers me everything that I need in order to bring about my major project. They are what Tim Brown, CEO and President of IDEO, considers as essential skills and traits in design thinker: empathy the ability to see from other people’s perspectives; experimentalism - the ability to conduct research, explore and question; or a critical and integrated thinking among many others (IDEO, 2015).

Photo: UAL Prospectus Team

In this chapter, I will briefly explain how each part of the DMC approach (Design Management, Design Cultures and Design Practices) has helped me carry out ‘Mapping Hanoi Old Quarter’ project in my final year.

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Design Management In its most basic sense, design management is the management of a design project (Best, 2006). However, it’s just one aspect of design management.

Design management is also about the activity of designing with an user-centred and creative problem-solving approach. As a design manager, it is essential for me to understand the strategic goal of the entire project, how to run it as a viable business, and most importantly how to use design in an effective way that it can play a part and add values. In order to do so, I must learn to use and put in place the design tools and methods, as well as design management skills such as resource management, planning or risk and feasibility assessment.

Human-Centred Design The idea for ‘Mapping Hanoi Old Quarter’ project initially came from the desire to solve a very human need: wayfinding - as getting lost in the Old Quarter is almost a common issue for those who neither live in the area nor visit it on a daily basis. At the moment, the project is not directly set to deal with a navigation problem. However, this is only because after many rounds of revision and getting to know people better, it has been reoriented in response to an even deeper and more demanding human need. This is also the reason why DMC approach is at its best when applied to my major project, with HumanCentered Design at the core of its subject delivery.

Human-Centered Design, simply put, is a belief that the key to every problem is in the hand of those who face it. It is all about staying ‘grounded in what you’ve learned from people’ in order to ‘arrive at new solutions that the world needs’ (IDEO, 2015). One of the most typical processes of Human-Centered Design is Design Thinking. It is an iterative process that includes Empathise, Define, Ideate, Prototype and Test.

“The Squiggle”

by Damien Newman, Central Inc.

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Converge & Diverge In Human-Centred Design, it is important to allow diverging and converging in my way of thinking. In order to find the most potential solution, I must learn about the people from concrete observation while at the same time leaving space for highly abstract thinking. This means, I am encouraged to ‘dream up’ all kinds of possible solutions by going really big and broad during the Ideation phase before going right back to Prototype and Testing (IDEO, 2016). With the insights gained from working directly with the people whom I am designing for, along with facts, figures and other findings from the research process, I will need to be logical and practical again in order to identify the most potential idea - one that might actually work. As the nature of the Design Thinking process, I will need to diverge and converge a few more times as it will help me come closer to finalising a solution. Just like the Squiggle process, there’s no straight way, it is all about iterating, iterating, iterating.

Design Cultures The role of Design Cultures within the DMC approach is to broaden one’s understanding of the historical, social and theoretical aspect of the design challenge. It is especially helpful during the Inspiration stage of the project because by conducting different research such as visual study, ethnography, or literature review, I will not be able to gain more knowledge of Hanoi Old Quarter’s context, but also have a deeper personal understanding of the issues involved.

Design Practice Like every other design project, ‘Mapping Hanoi Old Quarter’ comes with the activities of designing, prototyping and implementing. This is where I can put my skills and knowledge attained in Design Practice to good use. Often, they are applied depending on the requirement of each task, such as drawing, brainstorming and mind-mapping in Ideation; digital imaging, filming, laser-cutting in Prototype; and communication design and book-binding for the production of this very process book.

Additionally, Design Practice also offers a better understanding of the creative process, how designers think and what it takes in order to create something.

Without any doubt, it will be a great advantage to any design manager when it comes to resource allocation, team building or planning.

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“Embracing human-centered design means believing that all problems, even the seemingly intractable ones like poverty, gender equality, and clean water, are solvable. Moreover, it means believing that the people who face those problems every day are the ones who hold the key to their answer.�

Design Kit: The Field Guide To Human-Centered Design (IDEO, 2016).

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RESEARCH ETHICS As a design manager, I fully understand the importance of research ethics by following the three principles of Respect, Responsibility and Honesty (IDEO, 2015).

It is my responsibility to make sure participants are fully informed of the research purposes and take part in a voluntary way and free from any coercion. In order to protect participants’ recognizability and traceability, participants’ personal information such as full name, date of birth or home address, however, will be kept confidential unless permission is granted. On the other hand, measures such as using pseudonyms or using partially disclosed information can be applied under exceptional circumstances.

“Respect: Honor participants’ limits and value their comfort.

Responsibility: Act to protect people’s current and future interests.

Honesty: Be truthful and timely in communication.”

The Little Book of Design Research Ethics (IDEO, 2016).

In addition, as the goal of my research isn’t to collect data, but to find information and insights that help move the project forward, I will only use and share relevant data in this process book and other deliverables. Credit for any extra material used in this project will also be given to their rightful owner.

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In this phase, I attempt to build an understanding of people’s hopes, desires and needs by conducting a variety of primary and secondary research.

The findings from these research will help me gain more users and contextual insights, as well as identify key issues in order to generate ideas for the final solution.

INSPI RATION 18

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Unlike the younger Saigon, Hanoi is a city with a very old established history. For me Hanoi is like a living body which is beautiful but whose form is shaped by the variability of the times. Hanoi is where layers of era and history, comings and goings, cascade like the geological stratum of time. Looking at the signs of fracture and remnants of an old Hanoi mixed with the symbols and imagines of the modern age makes me feel like I’m excavating through historic layers of the metropolis. So I think of Hanoi as a living museum that embodies the complete archive of past memories and assimilates the flowing and changing rhythms of contemporary life. ...

Each artistic project raises a question to me and the audience about Hanoi’s values, the values of cultural and living spaces that we used to have and trying to build today, and what they will become in the future.

Artist Nguyen The Son Hanoi - A Living Museum, 2015.

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SUMMER WALKING TOURS Methods Cultural Probes Semi-structured Interview Duration July - August 2016 Location Hanoi, Vietnam Participant 13 people of Vietnamese nationality aged 18 - 24 Aims To gain an insights into people’s perception and understanding of the Old Quarter.

To find out what people normally notice and think while being in the Old Quarter.

Research Summary & Findings During the summer of 2015, I initiated three walking tours around Hanoi Old Quarter for groups of up to five people who have already established an interest in the area. The tours aimed to encourage conscious observations (contextualisation) and spark conversations concerning issues such as design history, contemporary culture and heritage preservation, et cetera.

The main task of the tour is for everyone to find one thing they like most about each street. This helps me understand people’s different values and diverse worldviews, as well as their relationship with the Old Quarter.

Unlike other tours with predetermined route, participants are given the freedom to design their own path. Whether to cross or to turn, they are encouraged to share with others the reason behind each decision. The majority of people choose a route that they are more familiar with, stating it will allow them to share their knowledge and observe the streets from different perspectives.

Those who choose to turn randomly often end up being lost. However, they are the ones who have the highest satisfaction level based on four criteria: element of surprises, quality of findings, quality of conversations and level of fun.

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Photos: Tour participants

“What I like most about the tour is its pace.

Walking really helps me see things better and notice the details that I’ve not been able to noticed before.”

Trang, 18 Participant

“Funny how I’ve lived

in Hanoi all my life without even knowing about this place!”

Tu, 23 Participant

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THE PRESERVATION EFFORTS Method Literature Review Date October 2016 Document: ‘Hanoi Ancient Quarter: History, Today and Preservation Efforts’ research conducted by ALMEC - Urban and Transportation Consultant (Japan)

The Old Quarter A national historical relic (designated in 2001).

A traditional business district.

A center of gravity for cultural and tourism.

A high density residential district.

Aims To learn more the history culture and functions of Hanoi Old Quarter.

To identify key issues regarding its preservation and conservation works.

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STATISTICS 18 traditional craft and trade streets

10,000 business households

125 historical, cultural and religious sites

Key Values Intangible: The whole atmosphere of cultural business, traditional commercial activities, customs, religious events, vernacular knowledge and experiences in business, et cetera.

Tangible: Individual architecture (model of tube-house, historical architectures, relics), historical street network, collective physical environment.

Key Issues Downgraded overall physical environment (Housing, living environment, architecture and monuments).

Degradation of overall townscape and walking environment; traffic pressure and safety.

New cultures emerging while loosing existing cultural values.

15 classified heritage sites

Density 640 people/ha

Preservation Issues Values and Issues are interwoven hence the preservation of cultural and historical heritage can not be successful unless these problems are solved.

Big scale and complexity in functions and aspects.

(Almec, 2009).

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Research Summary & Findings

Method Cultural Probes

As I am based in London, this activity doesn’t only help me identify potential users and stakeholders but also serve as a very useful method to build empathy with the participants which are far away in Hanoi.

Duration November 2016 February 2017

Taking advantage of the newly-established walking streets, this discovery activity is designed to send potential users on a walking adventure in the Old Quarter in order to gain more insights into the local people’s relationship with the are: their observations, thoughts, feelings and ways of doing things, et cetera.

Location Hanoi, Vietnam Participant General public

Following 3 simple steps in order to self-document, participants are encouraged to document and send their favorite 10 elements (both tangible and intangible) in any media from video, photos to music and written texts, et cetera. This freedom will allow effective delivery and more intimate insights that might be unreachable using traditional techniques such as shadowing or focus group. Additionally, an Gmail address has also been created for more direct and effective communication.

31 people aged range from 8 to 45 took part in the activity in three weeks’ time. Received materials vary from photos, literature, hand-written diary and street sounds which reflect a diverse range of activity preferences, perspectives and understandings of the Hanoi Old Quarter.

Key Insights 1. Top 10 favorite elements: atmosphere, red tile roofs, traditional music performances (ceremonial singing), lighting setup, pavement culture, tube houses, street performances, street food and local people’ stories.

Illustrations for social media post.

2. Preferable documenting tools: smart-phone, camera, paper and pen.

3. Activity’s characteristics: fun, lively, refreshing.

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10 THINGS I LIKE Activity instruction was posted on social media for promoting and targeting Vietnamese audience. An English version of the post was also created for non-Vietnamese speaking audience.

Photos: Activity participants

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IN CONVERSATION What is going on in Hanoi?

Research Summary & Findings

Method Literature Review Virtual Ethnography Date December, 2016 Case study Hanoi Cinematheque

By following trending stories and conversations on social media such as Facebook and Twitter, I aim to catch up with the social happenings in order to identify issues, concerns and have a general idea of who might be my target audience.

One of the most trending story in December 2016 concerning the closure of “Hanoi Cinematheque”, a much-adored cinema spot and cultural institution in order to build yet another shopping mall (Saigoneer, 2016). The cinema and its surrounding art deco complex have a lot of cultural and sentimental values to the public, especially those who are movie and art lovers (Dang, 2016). On social media platforms, more than 100 people involved in the conversation against the closure of “Hanoi Cinematheque”, including journalists, directors, socialists and noticeably Martin Rama – Chief Economist for the South Asia region of the World bank. A petition has been signed by more than 700 people (updated 1st December 2016), demanding for a “Hanoi Cinematheque” space in the new mall.

Discovery There is an emergence of the notion ‘sense of place’ among those who identify themselves as ‘Hanoi enthusiasts’. Jane Jacobs, a writer and activist defines the ‘sense of place’ as a kind of quintessence which can only be felt and identified by those who have a deep relationship with the place itself.

It often comes from the combination of architectural and cultural values (Rama, 2016).

The cultural sensitive urban regeneration policies in Hanoi do not only focus on the major sites which belong to the UNESCO’s list of cultural heritage. In fact, Hanoi doesn’t have many of those sites but many other attractive spaces which share the same style of decorating and construction that have significantly contributed to the unique architectural style in Hanoi.

Moving forward, I wanted to interview a few Hanoi enthusiasts regarding the issue, essentially questioning the need of preserving Hanoi intangible and tangible cultural values. - “Is it too late for us to realise that what we once appreciate will soon be gone in the era of globalisation and economic revolution?”

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“Building and maintaining a cultural center is considerably more difficult than building and running a shopping mall... Some of the most attractive cities in the world have done a great job at combining preservation and upgrading, in ways that boost both business profitability and cultural vibrancy. In Hanoi, there is a great opportunity to preserve the courtyard in 22A Hai Bà Trưng as the most sophisticated (and probably most expensive) part of the new SavinaVingroup shopping mall.”

Martín Rama former Lead Economist of the World Bank in Vietnam

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SENSE OF PLACE Method Semi-structured Interview Date: 23 March 2017 Location Hanoi, Vietnam Participant Miss Ha Lemmy, Founder of Hanoi Bo Hanh Language Vietnamese Aims To gain an insight into the operation of Hanoi Noi Bo Hanh independent tour and the travel industry in Hanoi.

Research Summary & Findings Ha Lemmy founded Hanoi Bo Hanh (Hanoi On Foot) in early 2017 as an alternative city experience to the existing tours that are industrial-like with overcrowded, typical tourist destinations often seen in guidebooks.

Hanoi Bo Hanh offers participants an unique approach to exploring and learning about the city. Each tour focuses on a specific theme and tells different intimate stories that have been curated by its tour guide according to his or her own expertise and personal perspective.

As Hanoi Bo Hanh’s tour guides are often artists or young researchers who share a deep and meaningful relationship with Hanoi, their curated routes are very rich in ‘sense of place’.

‘Sense of place’, in this context, means intimate stories that aren’t always available to passersby.

Prior to Hanoi Bo Hanh, Ha Lemmy has worked with many tour guides. She found out that there were common issues concerning tour contents’ quality and approaches. According to her, a common tour guide’s training program focuses more on developing language skills than building a foundation of cultural and historical knowledge. While working, they are often handed a script to memorise and guide the tour accordingly (Trieu,2017).

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Each of the youth who receives cultural influences from foreign countries, when applying foreign culture such as clothes, films, et cetera into their lives, often have huge gaps inside their souls because they do not clearly understand what their own culture has to introduce to other people, like the way they do not have a full understanding of foreign culture. From my perspectives, attracting youngsters to Vietnamese traditional beauty is not so difficult. The important thing is to make my programs become more interesting, exciting and familiar with the youth.

Ha Lemmy, Founder of Hanoi Bo Hanh (Trieu, 2017).

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VOICE OF THE EXPERTS Method Interview Date 29 March 2017 Location Hanoi, Vietnam

Mrs Ha is responsible for promoting and organising activities at the Hanoi Old Quarter Culture Exchange Center that aim to offer visitors an opportunity to learn more about the conversation of the Old Quarter’s tangible and intangible heritage. She is also responsible for engaging external stakeholders, researchers and local people on facilitating local and international cultural exchange activities such as performances and exhibitions.

Participant Mrs Ha, Director of Administration and International Cooperation, Hanoi Old Quarter’s Management Board Language Vietnamese Aims To learn more about the current preservation works in Hanoi Old Quarter.

Gain insights into the Department’s objectives, long-term plans and how they work with local people and other stakeholders.

Key Insights Preservation works in the Old Quarter often require collaboration between different stakeholders such as: sponsors, local people or the government.

There is a separate research department that is in charge of urban regeneration or historic building conservation projects. Meanwhile, there is another the team whose main duty is to monitor and support local people with the construction or repairing of their ancient houses. While approaching the people, it’s mostly through face-to-face talk or project presentation.

Currently, there is no formal collection of data on the number of visitors or touristy activities in the Old Quarter.

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Method Interview Date 4 April 2017 Location Hanoi, Vietnam Participant Miss Huong, tour guide and performer at Kim Ngan Temple, Hang Bac Street (Silver Street) Language Vietnamese Aims To learn more about Kim Ngan Temple: its ancient architecture, interior design and everyday life stories through a personal perspectives rather than the already well-known historical facts and function as a house of worship for the Master of silver-craft.

Miss Huong is responsible for looking after Kim Ngan temple and introducing visitors about its history. Beside working four times per week as a tour guide during the daytime, on Wednesday, Friday and Sunday nights, she also performs along with the ceremonial singing group (Ca Tru, Chau Van) at the temple. Prior to working at Kim Ngan temple, she majored in Vietnamese studies and worked at Ma May Heritage House as a tour guide and a receptionist.

Key Insights Huong reveals what she likes most about her job is the peaceful atmosphere at Kim Ngan temple. However it also means that there aren’t many interactions or learning activities happening in the 500-year-old temple.

According to Huong, visitors often spend an average of 15 minutes walking around, taking pictures and reading information from a printed pamphlet which briefly introduces the history of the temple and the Ca Tru performances at night. In addition, young Vietnamese visitors are especially rare.

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Method Interview Date 5th April 2017 Location Hanoi, Vietnam

Mr Thang has lived on Hang Can Street (Scales Street) since 1964 and started his business in paper and cardboard trading since 1988. His family used to share their wooden, old-structured house with another household. However, after they moved, he decided to repair and rebuilt it into a contemporary 5-storey house that serves to provide more spaces for living and operating the business.

Participant Mr Thang, resident and business owner specialising in trading paper and cardboard in the Old Quarter Language Vietnamese Aims To learn more about the history and tradition of specialised trades in the Old Quarter.

To gain an insight into the relationship of Hanoi Old Quarter and its resident, as well as their contribution to the preservation works of architectural heritage in the area.

“Preserving the Old Quarter, now, is a bit too late. Since most of the households around here have repaired their houses, there aren’t many houses with ancient architecture left.�

Mr Thang Hanoi Old Quarter resident (Trieu, 2017).

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INTERVIEW SUMMARY & FINDINGS

‘Voice Of The Experts’ is a series of contextual interviews that I conducted during my spring break in March and April 2017. It helps me gain a better understanding of the social and physical environment in which the service process of interest might occur.

The people that I choose to interview belong to three important stakeholder groups. Interviewing and learning about their jobs, daily life and personal relationship with the Old Quarter help me evaluate the importance of their roles to the process of bringing about this project.

This interview findings’ analysis indicates a poor relationship between the Hanoi Old Quarter’s Management Board and its main stakeholders such as tourists, Hanoi citizens and the local people. This is the results of a lack of innovative and creative development in communicating and promoting unclassified cultural heritages, as well as the increase in demand for a more meaningful, interactive and culturally curated city experience.

In addition, as participants’ personal stories have an inspiring aspect to them, they can be employed as an engaging and valuable storytelling material for the potential design solutions.

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PSYCHOGEOGRAPHY walking as learning Method Literature Review Date February - March 2017 Key concepts: Psychogeography Everyday Life Theory Aims To apply theory into practice by questioning the potentials of Psychogeography and its praxis (walking in the urban cities) being a new way of learning and contextualising the everyday life.

To spark new ideas for the design process and identify design opportunities.

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According to Merlin Coverley, the term ‘Psychogeography’ was first coined

by Guy Debord, co-founder of Situationist International - the notoriously aesthetic and political avant-garde group in Europe that helped trigger the May 1968 revolt in France (Coverley, 2010). In his article ‘Introduction to A Critique of Urban Geography’, Debord defined Psychogeography as ‘the study of the precise laws and specific effects of the geographical environment, whether consciously organised or not, on the emotions and behaviour of individuals’ (Debord, 1955). With the founding context being ‘saturated’ and ‘impoverished’ like Debord once perceived as the reality of ‘Society of Spectacle’, Psychogeography became the central theoretical concept to Situationist International’s understanding of the cities in a modern world (Highmore, 2002).

For this reason, there is an explicit link between Psychogeography and the study of everyday life and cultural theory. First of all, both were set in an urban context. Second of all, Psychogeography main praxis - drifting (dérive) or walking, is essentially an empirical method of the city experience in Michel de Certeau’s theoretical account of walking the city from his notably critical yet often unfathomable ‘The practice of everyday life’ (de Certeau and Rendall, 1984).

The challenge of understanding everyday life that is, it often invites a set of ‘rigorous’, ‘systematic’ or ‘structured’ analysis promoted by theorists (Highmore, 2001). However, there is a worry that these characteristics might be ‘antithetical and deadening to the aspects of everyday life’ (Highmore, 2001).

As a result, it is necessary to challenge the norm of theory by questioning its ability to attend the everyday life, ‘not via its systematic interrogations, but through its poetics, its ability to render the familiar strange’ (Highmore, 2001). As the ideology embodied in this approach to everyday life is in line with Psychogeography’s playful sense of resistance to the banalisation of modern society, there is a possibility for urban walking to be considered as a learning method, one that will allow us to see the everyday life with its rawness and in a new light. To further demonstrate this idea, Ben Highmore wrote in his book ‘The Everyday Life Reader’: ‘If everyday life is going to challenge us into new ways of thinking and new ways of perceiving, then it will need to practise a kind of heuristic approach to social life that does not start out with predesignated outcomes’ (Highmore, 2001). Simply put, the search for an understanding of everyday life is about observing and contextualising as much as it is about putting one foot in front of another.

The journey begins when one is consciously aware of her surrounding world while she walks.

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WALKING IN THE OLD QUARTER Method Survey Date April 2017 Tool Typeform Participant 74 people of Vietnamese nationality, aged 9 - 45 Aims To learn more about tourists activities and behavours in the Old Quarter in order to identify the human needs as well as the design opportunities.

Areas of Research Demographics Free time & Hobbies Recent App Downloads Purpose of Visit Means of Transportation Walking Habit Level of Interest Field of Interest Physical Map & Apps

Key Insights Top 5 Activities: wandering around on foot, eating and drinking, meeting with friends, shopping, people watching.

Most Used Apps: Facebook, Instagram, Facebook Messenger, Google Map, Viber.

Research Summary and Findings The survey is made up of both quantitative and qualitative research questions. After a short period of launching, the survey attracts more than 70 participants of all ages and occupations.

The majority of participants (70%) prefer walking to driving because of the ‘narrow’ and ‘crowded’ nature of the Old Quarter. This is because walking makes it ‘easier’ to move around, avoid traffic and ‘engage’ in different activities such as shopping, eating and drinking. A few others (7%)also state that they like to walk in order to observe and learn more about the history and culture of the Old Quarter. 23% of those who don’t often walk in the Old Quarter explain that they have no business, no interest or simply live too far from the area.

Regarding navigating method while being in a new urban environment, there are 45 people who prefer mobile apps (Google Map) to physical map, stating that it is more ‘convenient’ and ‘easier’ to use.

However, those who like using paper map (35%) think it adds more values, such as ‘adventurous’, ‘playful’ or ‘nostalgic’ to the journey.

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Field of Interest Festival, rituals, customs and everyday life

49 / 66%

Traditional crafts and masters’ house of worship

48 / 65%

Architectural heritage

47 / 64%

Signage and old letterings

38 / 51%

Other

9 / 12%

Level of Interest: History, Art, Culture Other: Interested and proactive in researching and exploring Interested but don’t know where to find information

48 / 65%

Other

22 / 30%

Not interested because it’s boring

4 / 5%

App

Physical Map

Other

Convenient Easy Up-to-date Trendy

Playful Adventurous Game-like Interactive Nostalgic

Asking local people

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ONE-DAY ADVENTURE Method Shadowing Date 27th March 2017 Duration 10AM - 5PM Participant Marcus, 25 years old, Animator, British.

Aims To learn more about the people who I am designing for and identify possible touchpoints of the service.

Marcus’s painting the master at Ngoc Son Temple

Research summer and findings Marcus is my friend’s classmate from university. This is his first time in Vietnam, as well as his first time traveling by himself.

Before taking part in the activity, Marcus has briefly visited the Old Quarter once during his two-week period of staying. He doesn’t know much about the Old Quarter, perhaps just its general history and physical location.

He likes to walk around the city and taking picture of details such as decorating patterns, utility poles or vernacular typography.

His introvert nature allows me to observe him without too much talking or interference in his decision-making process.

Marcus’s taking picture of a birdcage on Lan Ong Street

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Important touchpoints Connecting free wifi while walking around Hoan Kiem lake.

Visiting Ngoc Son temple, Dong Lac temple.

Interacting with the local people: talking and exchanging gifts.

Taking pictures of different objects.

Exploring the alleys and tube-houses’ structure.

Trying local cuisine.

Note: All touchpoints are initiated by Marcus

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INSIGHT STATEMENT Improve the experience of visiting Hanoi Old Quarter Theme #1: Walking

Theme #2: ‘Sense of place’

Most walking trips take place during the opening times of Hanoi Old Quarter pedestrian streets.

Average walking time is from 60 to 90 minutes.

People associate ‘sense of place’ with intimate, personal stories or information of a specific site that is coated with cultural, historical or architectural values.

People often walk in order to take pictures, observe and engage in other activities.

People often don’t have the opportunity to share their ‘sense of place’ to each other.

Navigation apps aren’t preferred while walking.

No two ‘senses of place’ are alike.

Theme #3: Cultural and Historical Understanding

Theme #4: Heritage Preservation

People aren’t aware of the unclassified heritage values or cultural distinctiveness of the Old Quarter.

There is a lack of innovative and creative communication methods between the local government and its people.

People often don’t know where to find more in-depth information.

Cultural activities are promoted mainly through news media.

Information is often delivered and presented in a boring way that discourages interactivity and engagement.

Most people are at the realisation stage of the values of heritage rather than its protection.

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“

There is a problem with understanding everyday life in our highly connected and socially mediated reality. That is, we either get bored of the ubiquitousness - lost in the landscape of mundane modernity; or we pick up on new trends such as a minimalist, decluttering lifestyle which has accidentally filtered out the many delightful myths and enigmatic details that everyday life has to offer.

In order to make sense of the everyday life and truly embrace the beauty of it, paying attention to the everyday life ‘itself’ is an important first step. There are two ways of doing it. The first one is to put everyday life under a microscope of theoretical articulation and discourse analysis. The second one, a much more ‘playful’ and heuristic approach, is to go out and walk in it.

Ngoc Trieu Abstract, Mapping the Peripatetic Sequence of Entangled Curiosity

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DESIGN PROCESS The first phase in the Design process, Ideation, is where I will use previous research findings to generate ideas through different design methods such as persona, customer journey map and business model canvas, et cetera.

It’s then followed by the Prototype process which will help me test my ideas, see which one works, which one doesn’t by sharing and getting feedbacks from potential users and team members. I will keep iterating, refining and building until my solution is ready to launch into the real world.

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FRAMING DESIGN CHALLENGE How to improve the experience of visiting Hanoi Old Quarter?

How might we redesign the experience of visiting Hanoi Old Quarter to make it more: Playful Interactive Inspiring Quality

?

POSSIBLE SOLUTIONS

CONSTRAINTS

Changing the public’s perception of historical and cultural experience.

Broad target audience.

Developing a more attractive and engaging information channel.

Facilitating more intersting cultural activities that to provide an understanding of the history and tradition in the area.

Complicated legal issues.

Handling abstract issues within a time limit and a lack of skills, funds and other resources.

Geographical distance between researcher and target users makes it difficult to conduct Empathy and qualitative research.

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DESIGN BRIEF

From the insight statment concerning the four themes of ‘Walking’, ‘ Sense of place’, ‘Cultural and Historical Understanding’ and ‘Heritage Preservation’, I have been able to identify a design challenge for my project.

This design brief will look at how ‘Mapping Hanoi Old Quarter’ can improve the experience of visiting Hanoi Old Quarter. By looking at walking as a way of experiencing the modern city in a playful manner, as well as an approach to the study of design elements (such as architecture, arts, craft) and other intangible values (such as stories, social practices, traditional music), ‘Mapping Hanoi Old Quarter’ aims to answer the following three questions: 1. How might we design a service that will enhance the experience of visiting Hanoi Old Quarter to be more playful?

Strategic Objectives To pprovide visitors a playful walking experience.

To encourage the exploration of design objects and intangible cultural values in the historical context of the Old Quarter.

Partial Objectives Provide a platform for storing and sharing personal experiences and discovers.

Raise awareness of the heritage preservation works.

Increase tourism in the Old Quarter.

2. How can walking bring Hanoi Old Quarter’s hidden storries to life?

3. How can people share their ‘sense of place’ with each other?

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SERVICE ESSENCES Playful

Interactive

Inspiring

Accessible

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TARGET AUDIENCE Survey finding suggests that people who are interested in walking and learning more about the history, culture, design and art in Hanoi Old Quarter belong to a broad group of age: from 9 years old to 45 years old. In order to narrow down the group of target audience, other criteria are considered such as ability to use new technology, ability to navigate or ownership of documenting devices.

My target audience would be those who are between 1845 years old. They would come from a variety of different backgrounds, however, they must share a mutual interest in history and culture. In additiona, they would travel either alone, or in small groups rather than with a large group of people.

Four personas were created to capture the social group that the service is targeting at. They would have the following characteristics: - Between 18-45 years of age.

-Vietnamese nationality.

- Must enjoy walking and are always curious about new things.

-Walking for them is a new way of relaxing and observing rather than just an everyday life activity.

- Have an interest in history, culture, art and design but don’t need to establish any prior knowledge of these fields.

- Have an empathy and appreciation for different kinds of cultures and beauties.

- Enjoy randomness and don’t mind unexpected happenings.

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PERSONAS

NGUYEN/ Economics Student/ 19yrs/ Samsung & Goodread user/ Hobbies: reading, travelling, watching movies, meeting friends and wandering in the Old Quarter.

HA/ Banker/ 43yrs/ Iphone & Viber user / Hobbies: playing ping-pong, taking her children to the Old Quarter during the weekens, travelling.

DUONG/ Marketing Executive/ 34yrs/ Iphone & Facebook user/ Hobbies: watching movies, hanging out with family, people-watching in the Old Quarter.

MINH/ Architect/ 26yrs/ Samsung & Instagram user/ Hobbies: photography, running, camping, coffee, music and sketching old building in the Old Quarter.

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IDEATION

In this phase, I will attempt to generate different design solutions based on the four key service values: Playful Interactive Inspiring Accessible

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IDEA #1 Physical Map + Toolkit Journey Explained Arrives in the Hanoi Old Quarter - Be aware of the service after reading its pamphlet at the tourist center - Pick up the paper map and a toolkit - Connect to wifi - Download QR reader app - Follow the map to the 1st stop - Use app to scan emergence archived on the service website to learn more about the 1st stop - Document discovers with the toolkit - Continue to the tour to visit the rest of the stops and collect all emergences.

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About

Evaluation

This idea is inspired by Keri Smiths’ book Wreck This Journal (2007). It ams to create interactions and prompts that encourage people to observe and explore their surrounding while at the same time provides them with new information of the Old Quarters through interactive emergences.

Though this solution guarantees the elements of playfulness and interactivity, it has so many confusing and complicated touchpoints which may it difficult to use and experience.

The service will include 1. One introductory pamphlet.

2. A set of paper maps.

Key activities of this service take places in an uncontrolled environment, it means that the service might be interrupted due to various external reasons such as slow Internet connection or unexpected interference.

In order to develop this service, its touchpoints need to be simplified.

3. A toolkit that consists of different explorative-activity cards designed specifically for each stop on the map. Each tour usually has 10 stops.

A measurement of users’ satisfaction level might be needed in order to monitor the quality of experience.

4. Smart-phone with wifi connection and a QR reader app are required in order to engage with the service.

Pros Paper map and toolkits are easy to use.

Diverse in activities and interactions.

Offers a sense of playfulness.

Has sentimental values.

The service will offer Different tours with each tour features information of different architectural, cultural, historical or religious elements in Old Quarter.

Cons Key activities of the service don’t have a strong link with each other hence can be quite distracting.

Too many touchpoints.

Information is difficult to update.

Doesn’t offer post-service relationship.

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IDEA #2 Dérive App

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About

The service will include

The second solution is designed as a practical application of the Theory of Dérive, which aims to alienate oneself from the humdrum modernity of life in one’s native environment by encouraging one to behave in a way one would not normally behave (Debord, 1956).

1. A city tour app with two modes of operation: - Following the map.

- Card shuffling (Dérive).

Example of dérive: + From a familiar location, start walking forward in one minute, left for one minute, right for one minute then repeat this pattern until one is actually lost. + Only go where there are cracked paving slabs. + Keep one’s shadow at one’s left at own time. + Cross the road only (and always) when somebody wearing yellow crosses one’s path. + Get a tourist map of one’s town, take a ruler and draw a diagonal line right through it. Try to traverse that line.

2. A website that serves as: - An archive of stories and information of the Old Quarter.

- A platform for users to store and share personal experiences and new discovers with each other.

The service will offer Different tours that are categorised into themes such as: architecture, traditional arts and crafts, intangible heritage or signage and street letterings.

Each tour has up to 10 different stops. At each stop, users will be encouraged to engage with their surrounding environment in order to find a point of interaction (POI). After using a builtin QR reader to scan the point of interaction, new information of the Old Quarter will emerge.

This emergence can be of any medium: a task of activity, a recorded story, a melody, a video or an infographic.

Like in a treasure haunt, users need to collect all emergences in order to complete the tour. During the tour, users are encouraged to document their experiences or new discovers at each stop so that they can revisit them or share them with other participants on the service website.

The difference between two operation modes of the app will be explained further in the users journey map.

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User’s Journey Map BEFOREHAND

STEPS

explore Hanoi Old Quarter on foot

USER

NEED

USING THE SERVICE

AFTER USE

connect to wifi download the app watch introduction video

unlock / buy other tours

learn bout the history and culture of Hanoi Old Quarter research for destination and visit travel sites such as Tripadvisor for recommendations

ACTIVITIES

register as new member choose travel mode 1. follow the map 2. dérive press ‘start’ CARD

MAP choose a tour

research for destination and visit travel sites such as Tripadvisor for recommendations

SERVICE PROVISION

TOUCH POINT come across the service promotional video and advertisement on social media

provide promotional and marketing materials

ANSWERS introduce an alternative way of experiencing the Old Quarter

share experiences on the service website create a personal archive of new discovers

follow the map choose starting point to navigate check others’ shuffle cards experiences perform given task on the same tour in their reach the 1st stop archives scan POI & attain new information review the document discovers service follow the map

shuffle

continue untill all emergences are collected tour operation - playful scan - interactivity emergence - inspiring story-telling offer reward points when each tour is completed provide tips and suggest mustsee/try activities at each stop

encourage learning and explorative activities through walking and observation

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Concept Development CONTENTS Tour prototypes will be designed under the theme of these following categories: 1. Architectural heritage 2. Intangible heritage 3. Traditional crafts and masters’ house of worship 4. Signage and old letterings 5. ‘Sense of Place’ and the story of everyday life

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Brainstorming DESIGN & FUNCTION

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PROTOTYPE

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PHYSICAL EMERGENCE Material Ceramic is chosen for its sustainable cultural and aesthetic values.

Pattern The patterns printed on each ceramic element are traditional designs from the Ly-Tran dynasty, when the Old Quarter was first established as a market place.

The designs used in this project are the reproduction of Dai Viet Co Phong - a group of young Vietnamese artists who are enthusiastic about their national design heritages and cultures.

Measurement Each element will come in a different shape and size according to their printed patterns and physical distributing locations.

Interactive Point As the main function of the physical emergence is to generate interactions between users and design artefacts, there will be one interactive point embeded on each ceramic element. In this prototype, this interactive point will be a laser-cut wooden QR code. This QR code will lead users to digital emergences where learning process takes place.

Chu Dau ceramic village

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Design sample #1 Pattern: Ly-Tran dragon.

Shape: Rectangle Measurement: 10 x 25 x 1.5 (cm) QR code size: 4 x 4 x 0.5 (cm)

Rough Prototyping

4 cm 25 cm

10 cm

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DIGITAL EMERGENCE Medium Video, sound, music.

Contents Intangible heritages Historical stories Stories of local people Everyday life rituals Social practices Duration 3 - 5 minutes / each emergence Interactive Point Users will engage with the tour by learning new information of the Old Quarter from each digital emergence.

SCAN ME

The filming process

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Video sample #1 Content: Mr Hai reveals the history of Dong Lac temple and his favorite memory while working there as a caretaker for 15 years.

Duration: 3 minutes.

Storyboard:

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LOGO Sketches Shape Text Message

Inspiration Tube-house layout

Drawing: Chelsea Martin Wordpress 62

Key Values Versatile Minimalist Effective

Draft Feedback Typography: Unequal tracking, kerning; Font: Stellar Line: Unequal thickness Shape: Too many, Others: Need simplify letter M and get rid of the upper dash

Final Design

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User Testing Plan Date (tentative) Jan - March 2018 Aims To understand how the users would use the service and whether users’ expectations were met with the experience during the service.

Method User’s Journey Maps Desktop Walk-through Interview Feedback Survey Storyboards

To identify issues and gaps of the service and which touchpoint should be improved.

To keep the iterating process going.

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Map of Hanoi Old Quarter

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MANAGEMENT PROCESS

Credit: UAL Prospectus Team 66

PROJECT OVERALL ABOUT THE PROJECT Mapping Hanoi Old Quarter is a design research project initiated by Ngoc Trieu as her final major project on the BA (Hons) Design Management & Cultures course at London College of Communication.

By employing the Design Thinking process and a human-centered approach to creative problem-solving, the project aims to discover and ‘map’ the relationship of each design object with its cultural and historical background, while essentially questioning its importance to the development of heritage preservation and urban experience in the Old Quarter.

‘Mapping’, in this context, means to reveal the quintessences of Vietnamese art, design & culture that aren’t immediately visible to the casual observer or tourist.

ABOUT THE SERVICE Mapping Hanoi Old Quarter is a tour app that offers visitors a playful walking experience. It encourages visitors to explore the study of design objects and intangible cultural values by stimulating physical interactivity between visitors and the cultural and historical context of the Old Quarter. Additionally, the app is associated with a website that serves as platform for learning and a collective archive for visitors to share and store their experiences or new discovers in the Old Quarter.

Keywords: culture & tourism, city experience, walking app Type: design research project Duration: June 2016 – May 2017 (12 months) Outcome: A service to improve the experience of Hanoi Old Quarter

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TIMELINE

JUNE 2016

OCT

FEB 2017

NOV

Preservation Efforts 10 Things I Like Psychogeography

Summer Walking Tour

In Conversation IDEATE

DEFINE EMPATHISE

PROPOSAL RESOURCES DESIGN & FUNDINGS RESEARCH

FIELD RESEARCH

Design Brief Problem Statement

RESEARCH

Concept Generation Benchmarking Users’ Journey Maps

DESIGN

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APR

MAR

MAY Walking In the Old Quarter

One-day Adventure

Sense of Place

PROTO TYPE

Voice OF Experts

Voice OF Experts

JUNE 2017

EXHIBITION

TEST Feedback & Learning

RISK MANAGEMEN

PRODUCTION Exhibition Plan Physical Evlement Teaser Video

Design Solutions

Redefine Design Challenge Website App

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BRAND DEVELOPMENT The branding of this project is part of the design solution which establishes the toolkits: physical map/mapping app and the website as a new way of experiencing the urban city. The branding strategy aims to establish a sense of playfulness while encourage the learning of history, art and culture as well the preservation of the heritage city in an era of urbanisation and gentrification.

Brand Mission Enhance the heritage city experience to be more playful and meaningful.

Stimulate exploration and understanding of the urban surroundings.

Raise awarenesses of the Old Quarter’s tangible and intangible heritage values.

Inspire new ways of exploring places and design objects in their pasts and existing cultures.

Brand Vision To be the first innovative platform for learning and experiencing history, art and culture through creative storytelling and personal archives in Vietnam.

To be the first of its ‘Mapping’ series designed specifically for different city destination. Other potential series include ‘Mapping Hanoi French Corners’, ‘Mapping Saigon’, et cetera.

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What the service does for me

How would I describe the service simple

knowledge adventure

unique FACTS

style

fun

useful

BRAND PROMISE

engaging

“a playful city experience� personalisation interactivity cultural & historical understanding

playful

trendy

approachable

interactive

artistic BRAND PERSONALITY

cultural

refreshing

adventurous

connected in the know

How the brand makes me look

inspiring

curious

How the brand makes me feel

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BUSINESS MODEL CANVAS KEY PARTNERS

KEY ACTIVITIES

Hanoi Old Quarter’s Management Board provide legal permission to conduct research

Quality control content, presentation, function by continuing to iterate and test

Advisors/Tutors offer guidances on research methods, idea generation, development and management process Design Researchers conduct design research design solution produce content Web/App Developer make sure the service is delivered effectively Partners/Suppliers promote the service provide skills and resources needed

Ensure service key values playful, interactive, inspiring, accessible work closely with the government and experts to produce new tours and improve service operation VALUES PROPOSITION Content & Usability Core Values provide a playful walking experience encourage the exploration of design objects and intangible cultural values in the historical context of the Old Quarter Supporting Values provide a platform for storing and sharing personal experiences and discovers raise awareness of the heritage preservation increase tourism in the Old Quarter

COST STRUCTURE Research fundings: to produce new tours - service content App and Website: to produce the toolkits - service operation Others: payment for initial costs, human resources, marketing, promotion 72

KEY RESOURCES

CUSTOMER SEGMENTS

Financial

General publics aged 18 - 45 who:

Intellectual Physical Human

enjoy walking are always curious about learning trying and sharing new things have an interest in history, culture, art and design

CUSTOMER RELATIONSHIP Transparent communication Personal archive feature Rewards program Feedback and satisfaction survey

have an interest in the Old Quarter area own a smart-phone and are technology-savvy enough to use the service have empathy and appreciation for various kinds of cultures

CHANNELS

REVENUE STREAMS

mappinghanoioldquarter.com

Sale of Products

kenh14.vn top popular news & media website

App Advertising

Other social media platforms: Facebook, Instagram 73

STAKEHOLDER MAP

CORE Manager (Myself)

r

nso

o Sp

Content Research Team

erts

User

Design Team

Exp

Advisor Board

INTERNAL

t en nd tm a ar rts ep po iD eS no tur Ha Cul m of uris To

H M ano an i O ag ld em Q en ua t B rte oa r’s rd

EXTERNAL

PR/Marketing Team Co m

Bu Pa sin rtn es er s

pe tit o

r

Local People

good relationship

often-conflicting

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Oversee and make sure the project reach its strategic goals.

PROJECT MANAGER

ADVISOR BOARD Advise on management and development process.

DESIGN TEAM

CONTENT TEAM

Develop website, apps, prototypes and other visual elements.

Research, design and produce content for new tours.

USER

PR / MARKETING TEAM Promote the service and communicate with external parties.

EXTERNAL STAKEHOLDERS Offer sponsorship, partnership, fundings. research insights and other resources, et cetera.

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COLLABORATION While helping me identify all key stakeholders, establish their role and reveal their relationship with each other, stakeholder map, however, does not necessarily reflect my collaboration experiences in this project.

‘Mapping Hanoi Old Quarter’ is a design research project that deals with a high volume of qualitative insights, abstract issues and a complex body of stakeholders, therefore, being able to collaborate and co-design makes it possible for me to move this project forward and achieve its strategic goals and objectives.

From my previous experiences working in team as a project manager, teaching assistant or filmmaker, I’ve learnt that in order to collaborate effectively, it is important for everyone to have a common value and understanding of the project goals.

Since the beginning this project, I have been able to work with people from a variety of different background knowledge and expertises. Not being able to communicate with my team members directly or facilitate any meeting seems to pose a great risk to the collaboration process. However, it’s our mutual interest in the Old Quarter that helps bring us closer.

Due to timezone differences, most of the communication and co-creation take place over Skype, Gmail, Google Drive, Google Docs and other social media platforms such as Facebook Messenger and Whatsaap.

In my project, Primary Research, Ideation and Prototype are the there stages where I find the best opportunities for collaboration.

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Name: Mo-Ling Title: Course Leader Responsibility: Advised on my project.

Name: Louise Title: Tutor Responsibility: Gave feedbacks on my project.

Name: Maureen Title: Course Leader Responsibility: Advised on my project.

Name: Huy Title: Senior Account Executive at Admicro Responsibility: Member of Advisor Board. Helped shape my design solution, gave feedbacks and particated in research.

Name: Giang Title: Artist Responsibility: Participated in design concept development and gave feedback on my project.

Name: Ha Title: Founder of Hanoi Bo Hanh and Toi Xe Dich Responsibility: Participated in research.

Potential marketing partner.

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Name: Huong Title: Tour guide, Performer at Kim Ngan Temple Responsibility: Participated in research.

Name: Hai Title: Caretaker of Dong Lac Temple. responsibility Participated in research.

Name: Thang Title: Business Owner responsibility Participated in research.

Name: Nam Title: Cinematographer Responsibility: Member of Design Team.

Camera operator of project’s teaser video and supported in the colorgrading process.

Name: Duong Title: Camera Assistant responsibility: Assisted during the filming process.

Name: Ed Title: Executive Marketing Manager in Asia, Blackmagic Design Responsibility: Sponsored a full set of equipment for the filming process.

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PARTNERSHIP

Name: Hanoi Bo Hanh Project Industry: Tourism Responsibility: Helped define service objectives. Marketing partner.

Name: The Hanoi Old Quarter’s Management Board Industry: Government Responsibility: Issused legal papers that give permission to conduct research. Provided insights and research data that are used in the service conept development.

SPONSORSHIPS Name: Blackmagic Design Sponsored: Ursa Mini 4.6K & Alphatron EVF, Canon Lens 24 - 105L, 50 - 200L & Sachtler 18P

Name: Vietnam Airlines Sponsored: Two sets of two-round ticket: London - Hanoi, Hanoi - Sai Gon. Name: Chu Dau Ceramic Sponsored: Production of physical point of interaction (3 ceramic pieces).

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RESOURCE ASSESSMENT DISTRIBUTION

ACTIVI -TIES

CAPABILITIES

RESPONSIBILITIES Manager & PR Design marketing team

Time Manage

Skills Intellectual

Service

Methods Content Research

Experience Quality control

Develop App & Website

Co-design

Concept Idea Prototype

Network Framework

PR & Marketing

Channel Content

. . . . . . . . . . . . . . . .

Content team

STILL NEED?

External

.

. . . . . . . . . . . .

Funding Full team Strategic plan

Funding Permission Collabo - ration Analyses User testing Budget Quality

Budget

Network Budget

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POSITIVE

SWOT: RESEARCH INTERNAL

EXTERNAL

STRENGTH

OPPORTUNITIES

Plenty of research methods to choose

Plenty of time to conduct research

Previous experiences in conducting research in different fields

Social media platforms and online research tools make it easier to conduct survey and questionnaire

Secondary resources are plenlty and are always available

Free design research tools

Ability to discuss research findings and get feedback with tutors

NEGATIVE

WEAKNESS Uneffective documentation and categorisation of research findings Too many insights attained in a short period of time can cause information overload and hence leads to procrastination

THREATS Different geographical location and timezones make it: - difficult to conduct focus group, ethnography or shadowing - difficult to establish an deep relationship and understanding of the audience Risk of psychological and physical harm

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EXHIBITION PLAN Location: Atrium Gallery London College of Communication Duration 15th - 22nd June 017 Audience: Students, parents, employers, university staff and other external stakeholders Objectives The exhibition will serve as the ‘Mapping Hanoi Old Quarter’ project pitching platform, featuring its process book, a physical prototype, a web-based proposal and a teaser video. It also aims to collect feedbacks and seek for future collaboration opportunities.

Equipment Imac Headphones 2 wall shelves (30 x 15 x 2 cm) 1 display stall Exhibited elements Website (with teaser video) Process book (final version) Physical emergence (ceramic piece with QR code leading to project website) Business cards Marketing Strategy Joint brand with DMC course Teaser video feating coursemates’’ projects

Key Values Interactive Coherent Inspiring

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TEASER VIDEO Duration 1:50 minutes

SCAN ME

Color

Aims To stimulate curiosity To introduce the context of Hanoi Old Quarter Music ‘Looks Otherworldly’ by Charles Fenollosa Message Hanoi Old Quarter Everyday Life 1000 Years Old Hidden Intangible Heritage Traditional Arts & Crafts Ancient Architecture Underneath Untold Stories

Feel

Atmosphere Peaceful Vibrant Mysterious

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Storyboard

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WEBSITE DEVELOPMENT When the service is fully developed and launched, ‘Mapping Hanoi Old Quarter’ website would have two following functions: 1. To serve as an archive of the virtual emergences where most learning activities take place.

2. To create a platform for storing and sharing users’ personal experiences and discovers while using the service.

Meanwhile, within time constraints and my technical skills, the website prototype produced here only serve to communicate the service idea by providing a contextual story and a video teaser to potential stakeholders such as users, sponsors, partners, et cetera.

Main features Introduction Background Story Research Findings Service Explained Prototypes Feedback Team Contact

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Website is live at: www.mappinghanoioldquarter.com

Front-page

Project introduction

Teaser trailer

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FUTURE tvThe outcome of ‘Mapping Hanoi Old Quarter’ is a rather complex service which incorporates different levels of interaction and engagement.

The strength of this service lies in its quality content, refreshing information delivery method and how it questions the norm of historical and cutlural experience in the urban city. It is also set to challenge the routine of everyday life by encouraging people to search deeper into the layers of boredom and embrace the unknowns. These unexpected encounters and discovers are essential to the emotional experience of visitors in the Old Querter. They are also what make the practice of this service a meaningful experience.

In the past 11 months, ‘Mapping Hanoi Old Quarter’ has undergone many critical turning points which have completely altered the way it was developed. Its method of employing technology to generate physical interaction is considered as a refreshing way of balancing between modern and traditional behaviour of tourists nowadays.

It is the result of an in-depth contextual analyses and theoretical articulation of key notions such as ‘Psychogeography’ and the ‘Everyday

Life and Cultural’ theory. It proves that theories, no matter how abtract and philosophical they are, if being contextualised and applied properly into practice, can add great quality to the outcome of a design project. This, perhaps, is one of the core values that the DMC approach aims to deliver.

Most of my time resources was devoted to the research process.

While the substantial amount of researching finding offers great understanding and insights for the design process, it also means that only little time was spent on the actual designing and prototyping of the service. At the current stage, the website prototype and the ceramic piece - physical point of interaction only serve as a visual communication of the service concept, rather than a means of testing the service usability.

Mapping Hanoi Old Quarter’, without any doubt, is in need of more testing and refining. In the near future, I hope to bring about these processes, while at the same time looking for potential partnership in order to bring this project to life.

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In the long run, my vision for ‘Mapping Hanoi Old Quarter’ is to become the first innovative app for learning and experiencing history, art and culture through a creative and playful storytelling approach. I plan to work with partners such as Hanoi Bo Hanh (independent tour operator), Admicro (Media Consulting Agency) and other technology start-ups with whom I have had the pleasure to meet during my spring break in Hanoi (March and April 2017). While I thought too much research wasn’t always useful for the project as it could lead to confusion and delay in implementation, they disagreed, stating that it was exactly what they was lack of.

However, before I decide whether I should join their team or not, I intend to go back to Vietnam and conduct more market research in order to gain a deeper understanding of the industry. In addition, I also plan to carry out more empathy research as I wasn’t able to do much of that because I was in London during that phrase of the project.

There are many ways to develop this project, one of them is to keep iterating.

After I manage to produce a final prototype, I would like to test it with beta users and keep developing the service by soliciting feedback and building those learnings back into my design solution.

FUTURE TIMELINE OCT 17 DEC 17 REDEFINE DESIGN BRIEF TEAM BUILDING JAN 18 MAR 18 PROTOTYPING TESTING WIREFRAMING APRIL 18 OCT 18 IMPLEMENTATION DESIGN TESTING DEC 18 JAN 19 KICKSTARTER BETA TESTING SINCE NOV18 ISO APP & WEB DEVELOPMENT MAR 19 IOS APP LAUNCH

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CRITICAL SUCCESS CRITERIA With the nature of my project, being a combination of three different practices: design, management and research, I have decided to identify critical success criteria as below: Future Mapping Hanoi Old Quarter

Research Contents are Up-to-date Refreshing Constantly Improving

Design Stay to key values: Playful Interactive Inspiring Accesible To ensure: Engagement Excitement and Joy

Management A HCD approach to working with stakeholders.

Establish a positive work culture which values creativity and curiosity.

Transparent and effective communication.

Strategic goals and objevtives.

Learning, Sharing, GrowiSng.

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ALMEC (2009). Hanoi Ancient Quarter: History, Today and Preservation Efforts.

Best, K. (2006) Design Management: Managing Design Stratefy, Process and Implementation. Swizerland: AVA Publishing SA. Coverley, M. (2010). Psychogeography (pocket essential series).

United Kingdom: Pocket Essentials.

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Undergraduate. London College of Communication, University of the Arts London.

List of Photos All photos are taken by me, unless stated otherwise.

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