Y1S1 Design Computing - Design Process and Methods (Design Proposal)

DECO1006 ASSESSMENT 3: DESIGN PROPOSAL LEONG JIN LING 500246061 - jleo2231

A. Design Brief Subscription-based Products and Services 1. Overall Design brief

The aim of this design proposal is to encourage mindful consumption. Mindful consumption can be defined as the awareness of consumers in their decision making, of both the process leading to the decision and the decision they have to make themselves.

In this design proposal, I will be presenting the research, idea generation, development and evaluation processes leading to the plausible solutions to alleviate the problem.

2. Topic Definition

Subscription-based products and services were previously defined as those to which consumers subscribe to monthly, annually or seasonally, resulting in recurring billing to their credit line and bank accounts. This allows companies to maintain consumers’ accounts and subscriptions. This does not include products and services that were paid and purchased once.

3. Context of the Problem A. Understanding of the capitalist economy: The “growth imperative”

The “growth imperative”1 (Magnuson, 2007, p.264) (Appendix 1) is an attitude adopted by many consumers and businesses in developed countries with a capitalist economy. Both parties, as well as the government, seem to benefit from such an approach to economics.

The “growth imperative” occurs because when consumers spend, businesses develop, and in turn, provide jobs for consumers, which in turn provide more labour for expanding companies. It is a recurring cycle. The government gains too, because when there is greater income, there can be higher taxes, on top of substantially less payouts, and a more satisfied community (Figure 1).

The capitalist system feeds on this “growth imperative” and hence encourages “Capitalism has a systemic need to sell things. If people show no inclination to buy these things, then the capitalist machine will break down. To survive, capitalism must find ways manipulation and seduction if necessary - to get people to buy more things and more things that potentially have little or no relevance to their physical or spiritual well-being, or to that of their offspring.”

-Magnuson, 2007, p.265

A. Understanding of the consumer mindset: “I benefit.”

Often, in the capitalist economy, the consumers’ mindset will be focused on their own benefits. Many hope to gain satisfaction from consumption, and are perhaps delusioned into indulging in products and services that are of zeitgist.

Similar to the America, Singapore is a developed country operating on a capitalist economy. Thus, through the same lens, it can be explained, “The acceptance of the growth imperative is deeply infused in American culture and thought.

Most would rather turn a blind to the inevitable environmental damage that ongoing growth causes than question it. As long as people are feeling benefits of growth, and that those benefits outweigh the damage it causes, people are likely to accept that ongoing economic growth is benign. ” -Magnuson, 2007, p.264

This could potentially brew ignorance.

3. Subject as the Problem:

Why are subscription-based products and services a problem?

A. Philosophical Stance

When we further indulge in consumerism, the notion of materalism becomes further entrenched in humanity. Economic activity thrives on this materialism, simply because we find meaning in correlating the material world with the non-material world - the latter referring to our ideas and thought, or ideality (p.272).

We hope to find purpose in understanding and making a living out of the material world. Yet, we often struggle to find true meaning in consumerism. We gain knowledge about the relationship about the material and non-material world through these struggles.

The problem arises, when we create habit, “As one daily sets out to work in the world, one eventually settles on following a certain set of established practices or procedures, without which one would have to uneconomically reinvent and redefine the manner with which one performs work tasks each day. These practices become habitualised or routinised and consequently provide a stable foundation upon which new procedures may be innovated.”

-Magnuson, 2007, p.272

Therefore, as we obsess over knowledge and desire for greater ideas, this pushes us to want to make greater use of the material world simply because of the notion to learn from struggles, and hence, consume more.

B. Practical Stance

The capitalist economy has the capacity to trap consumers in a state of consumption - the more I consume, the seemingly greater gratification I get in return.

Consumerism is a product of modern marketing techniques that stimulate people’s psychological impulses to consume, not because it makes them better off - they may or may not be - but because the growth imperative of the capitalist machine requires it (p.

265).

4. Subject’s Intended Solution:

Mindfulness

Mindfulness is a state of consciousness, of self-awareness.

“Cultivated over time with practice, mindfulness allows us to be present in our minds and directly engaged in our daily tasks without delusion or attachment. But these tasks are not random, they are directed toward bringing together about human and ecological well-being and this will involve playing a role in institutional and systemic change.”

-Magnuson, 2007, p.275

Perhaps the greatest challenge for consumers will be to hone their ability to regulate themselves in the tempting environment today. By encouraging mindfulness for consumers, it puts them in a position to have greater agency2 (Bahl et al., 2016, p.199) over their consumption patterns.

With mindfulness, individuals are less susceptible to marketing tactics (p.

203) and it can also serve as an effective antidote to automaticity and reactivity in the marketplace (p.199).

Government benefits Consumers spend

Consumers’ incomes grow and more jobs

Businesses profits grow

Businesses expand

Figure 1: The “ grow th imperative”

Design Brief Summary

A. Design Brief Precedents

1. Privacy.com

Overv iew 1. Privacy.com is a platform and company to which users can create v irtual cards to pay for their purchases and subscriptions online.

2. This is an alternative of billing directly to their credit card, which can potentially allow for businesses to gain access to personal information and data without our clear consent.

3. By using Privacy cards, consumers can mask our real financial data online and allow them to gain control of the information they are willing to share.

This reduces the risk of security breaches and exposure to profiteers of information that can cause us harm.

Strategy & Process 1. Given the fact that Privacy.com is a virtual platform to create cards, they are likely to utilise a strategy that first allows them to empathise, define, ideate, prototype and finally test their product (i.e. the Stanford D. School model).

2. It is fair to state that the company is rather new, and it operates both as a design studio and a business.

Hence, there is a need for them to understand user needs, and think of ways to gain profit as an independent company.

3. Henceforth, the possible design processes used could be:

1. Online ethnography - as seen through feedback given through social media postings on their site

2. Interv iew s - as seen through commentaries given by major tech companies and their viewers

3. Questionnaires - implied by the large audience they are targetting in the U.S.

2. Bobby

Overv iew

Strategy & Process

1. Bobby is an iOS application that allows you to track up to four subscriptions for free. It is beneficial for individuals who wish to track their fixed costs in subscriptions. It also notifies individuals before the billing date.

1. Because there is already a goal in mind, that is to keep track of subscriptions, Bobby is likely to be developed from a strategy of empathising, definining, ideating, prototyping and finally testing their product (i.e. the Stanford D. School model).

2. After the fourth subscription, you’re met with an in-app purchase of $0.99 (£0.79 or AU$0.99) to unlock the ability to add unlimited subscriptions to your account.

3. It requires us to key in subscriptions manually, instead of linking up to our bank accounts or email lists.

4. Bobby is one of the better rate platforms out there, rated by consumers, due to its simplicity.

It allows for users who only have a goal in mind - keeping track of their subscription expenses, to be able to access them easiily.

2. With regards to any app, it requires the understanding of how the user interacts with the interface and their experience, or usability testings of prototypes. This comes alongside multiple iterations. This is evident in their app updates such as customisable interface, addition of new subscriptions, availability of languages etc.

3. Henceforth, the possible design processes used could be:

1. Online ethnography - as seen through the ratings of the app in the Apple App Store

2. Interv iew s - as seen through commentaries given by major tech companies and their viewers

3. Questionnaires - implied by the worldwide audience they are targetting

3. Truebill

Overv iew 1. Truebill is known to be versatile in its uses. It performs various functions: a subscriptions tracker, a bill reminder and a budget planner.

2. After installing, you need to link your bank account and or credit cards for the app to work. Once done, the app will automatically fill in your expenditures and sort them into three diff erent categories comprising of Subscriptions, Bills & Utilities and Other Recurring Payments. You can manually change the category if a recurring bill falls under the wrong one.

However, it does not allow you to add subscriptions manually if it fails to detect some in your history.

3. Truebill also helps to negotiate your bills and receive better rates. Additionally, the app offers a full-fledged option to cancel subscriptions w ith necessary contact details.

Strategy & Process 1. The multifunctionality of Truebill could imply that ideas were generated through the exploration in different directions. Hence, there could have been a divergent and convergent process for both the problem stage and the solution stage (i.e. the Double Diamond Model).

2. Truebill has made its significance and presence because it is well advertised through the media, such as CNN and NBC. 3. The possible design processes used could be:

1. Online ethnography - as seen through feedback given through social media postings on their site and their ratings on the Apple App Store, Android’s Google Play Store and other external platforms such as TrustPilot.

2. Interv iew s - as seen through commentaries given by major tech companies and their viewers and promotion through new media such as YouTube.

3. Questionnaires - implied by the large audience they are targetting across the world through different browser platforms.

B. Idea Generation Recap on Problem to Solution Previously discussed in User-Centered Research (Assessment 2), there were multiple factors that resulted in a lack of users’ mindfulness to consuming subscription based services (Figure 2).

Lack of visual summation of subscriptions

Nature and quantity of subscriptions to consumers

Consumer complacency and ignorance

Companies do not notify before billing period and other policies

Companies’ advantage

Figure 2

Influence on design direction Using the keywords, mindmapping (Figure 3) method was adopted, which initiated the generation of ideas. Keywords were adopted from previous user-centered research.

The identified problems and limitations led to the conclusion that in order to encourage mindful consumption, we must: A. educate the people on the subscription-based model so that they are empowered with knowledge; B. promote the desire to keep track of subscriptions, and finally C. off er the platform they need to be actively in charge of their personal spendings on subscriptions.

Through the mindmapp bigger picture of what po Mindmaps better facilitate & Buzan, 1996) 3.

The mindmap (Figure 3) definitions and relation and effects.

Figure 3: Mindmapping for Subscription-based Products and Serv ices

An interesting fact that was for subscription-based pro there was a more promine do not track the expenses their budget and ex pense

ping process, there was a ossible solutions can arise. e long-term retention (Buzan

was useful in showcasing nships, particularly causes

s put alongside the mindmap oducts and services was that ent root cause for why users for them - they barely track es on a bigger scale.

Iteration 1 Worded Ideas

For the first ideation phase, I started off by making use of the three keywords (Appendix 1 ) that I have established:

1. educate 2. promote 3. off er

Through the initial brainstorming process, a total of 9 overarching ideas were listed. These were generated through research, observations, and the extrapolation of current technology and knowledge.

They include:

From the initial ideas, they could be further categorised on a x-y axis (Figure 4).

This will be used during user-feedback sessions, as to understand which platforms they are more likely to interact with.

1. E-newsletter 2. Digital infographics 3. Microblogging site 4. App 5. Financial management education 6. Interactive displays in public areas 7. Social campaigns 8. Virtual Reality 9. Holograms

Physical

Private

Public

Digital Figure 4: Categorisation of initial ideas on a x -y ax is

However, greater refinement and exploration was needed for the functions and types of each individual idea. Hence, a few processes were being adopted, mainly:

A. Forced Association B. Reframing C. Decision Matrix A. Forced Associations Using the mindmap (Figure 3), the method of forced associations was adopted (Appendix 2).

As a lateral thinking technique 4 (de Bono, 1967), forced association helps to loosen up our standard patterns of thinking, thus allowing us to ex pand beyond conventions and generate new ideas.

In one of the examples below, two ideas were generated, alongside some refinements of previous ideas.

Process

1. Selecting two keywords from the mindmap (Figure 3)

B. Reframing Reframing allows us to have a fresh perspective on a design problem by making it more abstract, hence encouraging a broader range of potential solutions5 (Tomitsch, et al, 2018) (Appendix 3).

Process

1. A one-sentence description of the product or service you are designing.

User: Teenager Setting: Within his ow n room Goal: Consolidate his subscriptions AND his spendings Design an app that can consolidate a teenager’s subscriptions and spendings, such that he is aware of these subscriptions within his own space.

“ Family-oriented Indiv idual” “ Business model” 2. Generating the central question “ How do we encourage a family-oriented indiv idual, who perhaps have very little knowledge of the subscription-based business model to gain understanding of it AND encourage care and concern towards it?”

2. Generating subset questions to keep in mind “ What are the common activ ities engaged in families here in Singapore? > Walks in parks, window shopping, food, watching shows “ Who are the ones that are likely to want to understand the business model?” > Parents young adults within households > How do we capture their attention? What is important to these people?

Ideas - TV advertisements on common television, or Netflix (individual profiles) - Physical interactive campaigns in malls, or stand-alone interactive statue or billboard in parks

2. Changing keywords Design a visual reminder that can consolidate and showcase a family’s subscriptions and spendings, such that everyone in the family is aware of them.

3. Underlying goals People want to be conscious of their subscriptions AND spendings because it is directly related to their financial capabilities. This perhaps can relate to their social status and sense of security.

4. Rephrase the problem statement Design a visual reminder for a family to understand and summarise their finances, so that it can give them a sense of security.

Ideas - A sort of board, or a home appliance, that can display the family’s subscriptions and spendings, as well as well any income increase or savings made in the month > This display can be showcased on the smart fridge/ television or at the entrance of the house - Holographic kiosks that light up every time they use the subscription, encouraging active paying each time

C. Decision Matrix A decision matrix is used to rank the eff ectiveness, efficiency, engagement, error tolerance and ease of learning of the various digital platforms, or the 5Es6.

The decision matrix was helpful in choosing one concept to develop on, possibly combining with another concept for same stronger aspect.

CRITERIA

E-newsletters

Digital Infographics

Microblog

App

Financial Education

Interactive Posters

Social Campaigns

Virtual Reality

Holograms

1) Fit with Design Brief (Digital Product)

5

5

4

5

1

3

1

5

5

2

2

2

5

5

5

5

5

5

5

5

5

5

1

3

2

1

1

5

5

5

5

5

4

3

1

1

5

5

5

3

2

3

2

1

1

5

5

3

3

2

3

2

1

1

7) User Participation & Feedback

2

2

4

5

1

3

4

1

1

8) Versatility (Mutiple Platforms)

5

5

5

1

1

3

2

1

1

34

34

33

32

14

27

21

16

16

2) Audience Reach

3) Mobility of Idea 4) Current Possibility (Technological Constraints) 5) Cost of building

6) Time for building

TOTAL

Figure 5: Decision Matrix Breakdow n of criteria

1) Fit with Design Brief: Rating for whether the product is a digital product 2) Audience Reach: Rating for how wide the product can reach an audience at a specific venue in a specific period of time

OR how much attention the product can capture at a specific venue in a specific period of time 3) Mobility of Idea: Rating for how easy for a single user to acces to it with his own devices 4) Current Possibility: Rating for how feasible the idea is to fruition in the digital format, given current status of

technology 5) Cost of building: Rating for how little capital is needed for product to be implemented, inclusive of pre and post

production 6) Time for building: Rating for how little time is needed to build and introduce the product into society 7) User Participation & Feedback: Rating for the frequency of interactivity between one user and multiple others 8) Versatility: Rating for ease of transiting content into more than one digital platform

Iteration 2

Initial Sketches

In Iteration 1, three methods were used to decide on five main ideas to be further developed.

1. Development of a mobile app 2. Implementation of interactive posters 3. Creation of content on a microblog and distribution of digital infographics 4. Exploration into v irtual reality possibilities 5. Future possibility of holograms Note: In each sketch, several aspects can be understood: A. Diagrams: Sketch of the idea B. “ Why ___?”: Rationale of each idea C. Numbers: Functions of each idea D. “Things to Note: ___”: Extensions of idea

After sketching out each idea, informal feedback was gathered from users through casual conversations and short interv iew s.

Users’ opinion on each idea were noted down. As a first refinement, these opinions were rephrased as three main questions that can help further develop each idea further.

Idea 1: Subscription Tracker

1. How would I be interested in your app?

2. What is the diff erence between your app and others?

3. What can I choose to keep private and/or share?

Idea 2: Interactive Displays in Public Areas

1. What would inv ite me to look at the displays?

2. Can the displays be more than just v isual?

3. Where can these displays be also put up?

Idea 3: Microblogging Site + Digital Infographics

1. Why should I spend time reading your microblog and/or look at your infographics?

2. Is the microblog going to be an independent site or as part of another digital product?

3. Can I, as a user, create content for the blog? Is it solely run by professionals?

Idea 4: Virtual Reality

1. How accessible is this to any user? Who is going to the majority of the people using this?

2. Where w ill the limitations of “ ex ploration� be? Will I be lost w ithin the system?

3. How safe is the system? If I were to subscribe in the system, w ill my transaction be successful and secure?

Idea 5: Holograms

Moving forward,

Based on the reality of ideas and the decision matrix shown before (Figure 5), the subscription tracker, interactive displays, and the microblog w ith infographics were chosen to be further developed.

However, it was noted that the virtual reality programme and the holograms were gladly received by users, and many could understand the rationale behind their utility.

Perhaps future advancements in technology can encourage the venture and development of these two digital platforms for tracking subscriptions, or other activ ities such as stay-home online shopping and medical checkups.

1. How do I ensure that this system does not intrude my privacy?

2. How reliant, safe and successful is the system?

3. Do I still have the autonomy over the system?

C. Developing Ideas “Users come first!”

Iteration 3 1. Development of the Subscription Tracker App While developing Subscription Tracker App, it was crucial to identify the aspects of the app that will inv ite Singaporeans to make use of it. Despite current existing apps in the market, they do not seem to appeal to the local audience. Hence, it was important to look deeper into the motivations and attitudes of the people in my community.

A. Extreme Characters

B. Scenario Writing

The use of extreme characters allows designers to think beyond the typical and conventional users (Tomitsch, et al, 2018). It reflects characters’ traits, values, and daily practices, while pushing the project by revealing news aspects of the problem and generating fresh ideas.

Scenarios were adopted alongside extreme characters to ground the user in a real context (Tomitsch, et al, 2018). They are used to document the possible interaction between the product and the users, and the desired goals and tasks that the users wish to achieve through the use of the digital product.

It is most useful in allowing designers to explore unusual and unique characteristics.

Features of Design - Subscriptions tracker AND budget planner - Allows him to allocate budget and income for various purposes at the

start of each month - Chart out his spendings and savings throughout the months - Be up-to-date with price changes and the economy

The Scenario

It is the 31st of December 2019 - the end of the year. Mike has received an email from the bank about his spendings, savings and investments for the year. He is extremely confident that he has diligently recorded every penny he has earned and spent.

However, when he opened the email, he was shocked that he has underestimated his final spendings. This made him feel anx ious, and he started to go into a panic attack. After calming himself, he realised that he has overlooked many of his spendings, such as those from subscriptions, electricity and phone bills. Additionally, because he has subscribed to many free trials and have forgotten to unsubscribe, many companies have charged to his bank account repetitively and unknow ingly.

He sought to use an app, which is also accessible on his browser, as an alternative to carrying his notebook, that could help him to keep track of his subscriptions, inform him before any potential billings and hence require him to consciously make payment, send him notifications about any changes in pricing and economy, and give him a comprehensive summary.

Who is ‘Mike the Money Thrift ’?

Mike is middle-aged male who wants to be in full control of his finances - it gives him a sense of security. Conversely, if he fails to have a clear picture of his expenses, he w ill go into a panic attack. He cares about money because he sees it as a reflection of his social status.

In Singapore, this can be particularly pressurising because of its high cost of liv ing and competitiveness, alongside its focus on meritocracy and financial worth. He is innately insecure. He w ishes to have even more control about spendings he may not be actively engaged in every day, for example, subscription spendings and electricity bills.

Key Qualities - Because only he can have access to his phone and account, the information is private to him. Unlike the notebook which can be viewed by any persons, this gives him a sense of security.

- The platform can be viewed both on app and on the website, which meant that he is able to have access to it with any of his digital dev ices, and information will not be easily lost.

- By making use of the computer’s algorithm, he can v iew data even before the monthly and/or yearly report arrives, and make amendments to his lifestyle if needed. This can potentially reduce his worry and anx iety liv ing in Singapore.

C. Low -fidelity Prototyping Iteration 3.1 (MAIN IDEA) Task 1: Manually recording subscriptions and creating virtual cards (Appendix 4)

C.1 Think-Aloud Protocol The Think-Aloud Protocol (Appendix 6) for analysis allows designers to observe thought processes while users interact with the product (Tomitsch, et. al, 2018). It encourages users to verbalise their thoughts and emotions and hence helps designers to identify their cognitive processes. The ultimate goal of the designer is to ensure that an effective matching between the users’ and the designers’ conceptual model8 (Norman, 1999). Hence, by using a think-aloud protocol, it allows designers to verify as many checkpoints as possible.

Iteration 3.2

Task 2: Upload

A A (above)

After the Think-Aloud Protocol and casual user feedback sessions, some minor modifications were made to the user interface. They were also additional functionalities that were added on.

In this case, the average expenses per month was shown on the homescreen, as well as the history of subscriptions in a lighter colour.

B (right)

While some functions could be added directly on the previous screens, others required the creation of new pages. This is to keep the simplicity and cleaniness of previous screens, while ensuring that other objectives of the users are met.

On the right, two main functions were added after the users’ feedback.

B

Average ex penses per month?

View past subscriptions?

Updates on prices Sharing information before billing? w ith family?

ding subscriptions list onto a shared platform (with family and friends) to be viewed

Task 3: Receiving and viewing updates on the different subscriptions

Uploading onto other platforms?

Iteration 3.1 (SECONDARY IDEAS)

2. Development of Interactive Displays Similar to the development of the app, there is still a need to understand the deeper and less typical attitudes and goals of potential users of the displays in Singapore. Additionally, because these interactive displays reach to a w ider audience and requires real life interactions, they need to be depicted in a real life context, and accessed early.

A. Extreme Characters Who is ‘Theresa: The Shun of Tech’?

Theresa is a retired housewife who is a social butterfly. She spends a majority of her time at the void deck, striking up conversations with any resident who walks by. She loves making small talk, and shares a lot of her personal life with them. She is always interested in other people’s lives, almost to the point of being nosy.

She has a very strong dislike towards digital products, and has a negative outlook on technology. She believes that technology has been more harmful to the young than beneficial.

Theresa is motivated by human interactions, and she is always strive to be on trend with the latest activities. She does not like being alone, and enjoys expanding her social circle. She wants to be able to be more socially engaged.

B. Storyboarding Storyboarding (Appendix 5) was used because there was a need to communicate the env isioned idea to others (Tomitsch, et. al, 2018). It was adopted based on contextual observation of social campaigns in Singapore, particularly of projects from Participate in Design (P!D) Singapore7.

Users’ Feedback Effectiveness of Interactive Public Displays - Makes use of human’s nature of wanting to be in a bigger group - Encourages interactions and conversations amongst passers by - Ease of facilitating and gathering users’ opinion in groups - A good visual reminder

Limitations of Interactive Public Displays

- Needs to be inviting and capture attention - Likely to be temporary - unless expand on the potential to be put on other smaller and more portable forms of display - Ensuring a lasting impact on users - May be too idealistic to change mindsets with a single session

Key Qualities - One of better qualities of interactive displays is that it serves as the most prominent v isual reminder to a large group of people within the same space and time frame.

- It can be incorporated as part of a social campaign, or perform the sole function of educating the masses.

- By making use of the Singaporean context and the extreme characteristic of Theresa being a social butterfly, it is useful in driving the point of these public displays being a connector for Singaporeans living within the same neighbourhood.

- It also provides the opportunity to instill a new sense of purpose for the ageing population and/or other persons.

3. Microblogging and Infographics A microblog and other additional infographics are useful for consolidating and disseminating information to people. In User-Centered Research (Assessment 2), it was observed that there was a direct relationship between individuals tracking their general expenses and individuals tracking their subscriptions.

There were several factors sieved out, of individuals who do keep track of their expenses for subscriptions:

1. They are conscious of their overall spendings.

2. They are financially independent.

3. They allocate time to be informed of the developments of technology and subscriptions.

Hence, given the above factors, we could use them as a lens to target the opposing party and encourage them to be more aware of their ex penses too. Therefore, a microblog and accompanying infographics can reach several user needs: 1. Depending on the content that is published, users can be educated via case studies, and be given on tips to become financially literate. This could also include the nurturing of habits that encourage long-term savings, as well as the desire to spread this knowledge to peers.

2. Infographics is a way to communicate to users more v isually, and that in turn shortens the time needed for users to understand the importance of tracking expenses. Given the fact that the attention span of users are on a decline10, infographics are an efficient way to relay information across the digital medium. The use of words and graphic could then be used to promote the call for mindful consumption and their role in the circular economy - “a picture is worth a thousand words”.

3. By incorporating the microblog as part of the app instead of calling it out onto an external platform, it reiterates the idea that the app is a convenient platform off ered to users. They could start building up healthy habits, and work towards financial independence, as well as to observe the development of the current subscription-based economy.

Designer’s Self-Analysis Why would users want to read your microblog?

1.

Indeed, there is no guarantee that all users will be interested in the microblog. However, perhaps a good way to invite users, is to encourage partnership w ith other parties, such as the companies themselves and the government. As explained in the Design Brief, the “growth imperative”includes other stakeholders in the economy. Thus, if we were to allow content on the microblog to be created by collaboration, this could entice users to be interested in the social, economic and political development.

Limitations of Microblogging and Infographics

For example, the Central Provident Fund (CPF) is a compulsory comprehensive savings and pension plan for working Singaporeans and permanent residents primarily to fund their retirement, healthcare, and housing needs in Singapore. Hence, if articles and infographics were to ex plain its latest developments succinctly, and tie in with the need to be aware of spendings, this could be a way to encourage users to keep up-to-date through the use of the app.

Key Qualities

2.

The site could also be contributed by users themselves. They could articulate their struggles and successes on the site - as a way of support and motivation for one another. This is crucial, because a microblog seems to only have a one-way interaction (screen to user). Hence, by opening up the site to user contribution, it allows for anyone who wishes to feed in content to do so.

- Needs to be inviting and capture attention - Only a one-way interaction with the user - Readership may be limited to individuals who only use the app

- Content shall be kept short and sweet, yet sufficient for users to be aware and gain new knowledge.

- It shall allow for collaboration and contribution by users, companies and the government, so as to create a bigger and more interesting pool of content.

- It shall be incorporated as an element of the app.

D. User Evaluation and Final Testing Feedback on High-Fidelity Prototype (Appendix 7) A. Usability Testing Usability testing (Appendix 8) is used to identify the design flaws in the early concepts. For a design to be successful, the designer’s mental model needs to match the user’s mental model. The app should have an interface that allows users to afford certain actions for them to achieve their goal. It is also based on prev ious ex periences and cultural backgrounds (Tomitsch, et. al, 2018).

Usability can measure up to five aspects of the product: eff ective, efficient, engaging, error tolerant and easy to learn 10. In the testings, users are asked to perform at least two of the follow ing tasks:

Task 1: Adding a new subscription and creating a card

Task 2: View ing price and policy updates

Task 3: Paying (second time or more) through the app

Task 4, 5, 6: (Minor Tasks) View ing History; Uploding onto external platform; View ing Blog

E. Personas A persona (Appendix 9) is an archetype of an average user. While fictional, it is a make-up from information distilled from raw user data gathered from User-Centered Research (Assessment 2). Therefore, it can help reflect the users’ goals, motivations, attitudes and behav iours effectively, so as to allow designers to engage with them emotionally and socially (Tomitsch, et. al, 2018).

Persona 1: Indigo the Illustrator Age: 25 Marital Status: Single Occupation: Freelance Graphic Designer Technology Ex pertise: 7/10 Income: Ranges depending projects Motivations: - Financial stability - Pursuing interests and other adventures Frustrations: - Problems keeping track of finances - Overly ambitious Indigo is a graduate from design school who ventured out on her own as a freelance designer. She has been taking on projects, but they do not guarantee her a regular monthly income. Thus, she hopes to ex pand her network and online presence to gain greater projects. She is adventurous and ambitious, and has various interests in art, films and travel. She started to subscribe to Adobe CC, Medium, design magazines to improve on her knowledge and skills, as well as Netflix, Spotify and HBO Now to watch films and listen to music. Indigo realises that with a tight budget and many interests, she wants to be able to be more clear minded and aware of what these companies are charging her every month, and encourage herself to be more picky with the subscriptions she is apply for (needs v s wants).

Persona 2: Lucy the Luddite (Negative Persona) Age: 65 Marital Status: Married with 2 adult chidren Occupation: Retired florist Technology Ex pertise: 2/10 Income: NIL (Supported by retirement savings and her two children) Motivations: - Watching television - Reading newspapers and crossword puzzles -Talking with friends (chit-chat) Frustrations: - Does not understand how the digital world works -Sceptical about personal information online -Easily susceptible to scams when appealing to her interests Lucy is the least likely to make use of the app because of her tendencies to stay away from digital products. These tendencies are caused by her biased attitude and knowlege of the digital world.

In the same vein, this makes her prone to cyber scams and other malicious activity.

Because she is retired, has gathered enough of retirement sav ings and is supported by her two children, she does not have to worry about her monthly income. She is also aware that she does not spend out of her means, as she only spends on groceries and her monthly phone bills. Thus, she does not see the necessity to track her expenses monthly.

Without the desire to change her attitudes and the will to change her behav iour, it may not prompt her to make use of the app, and may not encourage her to even be curious about the technological age.

Other Personas While Indigo and Lucy may be as seen archetypes for the app, there are also other characters that may engage in this app for diff erent reasons (Appendix 9).

Conclusion and Further Discussion Many of these digital platforms should not be used independently, but build on one another in a chronological or simultaneous order for a multi pronged approach. For example, interactive displays could be used first to inform users of the problem and app itself, the microblog and infographics incorporsted into the app, and then the app being launched as a product that will cater best to user needs.

It should be understood that ultimately, the push for mindful consumption is not merely the encouragement of an indiv idual’s act, but requires a bigger social change towards a common ideal for a more sustainable economy.

APPENDIX ASSESSMENT 3: DESIGN PROPOSAL

Expansions of the Design 1. Multiliguilism: Due to the context of Singapore being a multiracial society, the app could be further developed to include other languages. This could include Mandarin, Behasa Melayu (Malay) and Tamil. This is important in ensuring that the app is accessible to all populations, particularly the ageing population who are better verse in their mother tongue.

2. Customisation: The change to “dark mode”, or other design elements such as colour, font type and size of text, allow user to have control over the app interface. This can be an enticing feature for users to have a deeper connection with the app itself.

3. Accessibility: Building on both multilinguilism and customisation of the app, the app should be easily accessible to all users with different abilities. For example, colour could be changed to increase contrast, so as to allow individuals who are colour blind to better navigate through the app. Texts can be made larger for others who have hyperopia (long-sightedness). Hence, this creates better opportunities for these users to access to the functions of the app.

4. Ex it: While it is ideal for users to download and continue to use the app, there should be an exiting strategy planned out for users who do not want to utilise it, or some elements of it, in the future. There is a need to consider where their recorded data will go - would the data be discarded completely or would it be stored so that the user can access it again if he wants? In the same vein, if the user has created a “virtual card’ to pay for his subscriptions, if he desires, would he be able to “delete” the card, and how would he change his source for billing? How, then, can we ensure that the user feels safe at every stage of use?

5. Legislative approval: Certain functions within the app may require a good status from the law. For example, the “virtual card” may not seem as a legal form of payment on surface. At the same time, if the user wishes to add a funding source to the “virtual card”, there is a need for permission for the app to link and access to these external platforms. Hence, it is still important that the app builds itself as a reputable and trustworthy service through verification from the authority.

Limitations of the Design 1. Due to the current COVID-19 situation, some of the methods for evaluation were not implemented.

These included the of conducting workshops to observe how users interact with the product and with one another, and how they may adapt these technology for potential scenarios and future needs.

2. At the same time, evaluation conducted over audio and video calls may not accurately reflect the users’ interaction with the real life physical product. Hence, some physical elements that relate emotively to users may not have been recorded precisely.

3. If there were a larger sample size, more personas could have been created. While gathering data previously (Assessment 2), the demographic of the users was skewed towards a younger audience. They were more engaged and contactable due to their active use of digital platforms, where the questionnaire was released and interviews were conducted. Hence, there may still potentially be unexplored characters that can contribute to the development of this project.

4. In the case of virtual reality or hologram simulations, bodystorming could be adopted as a method to gather feedback and evaluate early concepts as a form of early exploration.

5. Usability testing could be conducted with a greater pool of people from different backgrounds, particularly of differing technological abilities.

Appendix 1: Ideation Iteration 1 - Three Keywords

1. educate

consumers’ attitude:

When doing user-centered research, it was observed that many consumers were not mindful of their own personal bias and innate ignorance towards the money they were paying for of subscriptions. As investigated before, these causes can include their affluence and the lack of will to track their general expenses in the first place.

business model:

From the business point of view, perhaps many consumers are caught within the system of subscription plans because they are not critical about the evolv ing business model today.

There was a need to find ways to educate individuals on the theories of business and the economy, as well as how they are put into practice and influece consumer behaviour.

2. promote mindset:

Firstly, it was important to promote concern of consumers towards their subscriptions. It was observed that a deep-rooted reason as to why users are not aware of their subscriptions is simply because they do not care about them.

behav iour:

Alongside the encouragement of a different mindset, there was also a need to promote users’ actions. The crux was to answer the question of what links thoughts to behav iours, both from an indiv idual point of v iew and societal point of v iew .

3. off er platform:

In order to encourage consumers to keep track of their subscriptions (and also their spendings), it was necessary to provide them the facility and system for them to translate their intentions into action.

opportunity:

While all users may not make use of the product eventually, it is only fair to first offer them the choice to do so. By offering them the opportunity, it acts as a signifier, that their intentions are supported, and they are able to ac hieve their own goals.

Appendix 2: Notes for “ Forced Association”

Appendix 3: Notes for “ Reframing”

Appendix 4: Mapping of pathway for “ Manually recording subscriptions and creating virtual cards”

Appendix 5: Storyboarding

This storyboard aimed to encapuslate some porperties of the Singaporean community: 1. Setting of a typical Singaporean neighbourhood: “void deck”, “sheltered common area” and “sheltered bus stop” are all facilities that are existing in many Housing Development Board (HDB) estates.

2. Pursuit for an inclusive, curious and critical society:

A. Social campaigning and public displays as a way of educating the people

B. Encouraging the ageing population to be aware of different forms of societal

development

Appendix 6: Think-Aloud Protocol User 1: 21-year old male Task 1: Input and review monthly payments via subscription based services Good to see that the “Add” button is coloured differently from the rest of the app. It makes it easier for the user to see it straight away without having to play around with the menu list.

Nice! The services that I wanted to add to my list are already prepared for me to click quickly.

Even if some subscriptions are not listed, I can still create custom, which is nice.

Task 2: Set a spending limit on each service What does “Create a Card” mean? Ooh! I can set a limit on how much I want to be charged every month!

Does that mean payment will be made via this app? How do I stop the billing if I don’t link my payment card to this app?

Seems easy enough to set a spending limit on the app.

Things to Improve On - “Create Custom” option should be in a different colour (like the add button) to make it stand out.

- When selecting how long before the billing you want to be reminded, I think it might be better to put <Number> of <days/weeks/months> before billing instead of <days/weeks/months> followed by <number>.

- When setting a spending limit, it should allow for a time frame as well - so the limit can be “$400 for the year”, instead of “$20 for the m onth”.

- I would like to see the total amount I am spending every month on the home page!

- Changes to prices on the subscription services could be shown in a separate tab on the app, as well as a history of the price changes that each service has gone through over time.

- Place a “shared account plan” so you can link it to other users that hook on to the same account (sharing spotify with friends and family that also pay for the app). This can be set so that each user pays a different proportion (if one person volunteers to pay 75/25 instead of 50/50).

Strengths - Clean and simple layout - Easy to understand without the need for a “guide of the app” - Intuitive UI that allows for quick use

User 2: 35-year-old male Task 1: Input and review monthly payments via subscription based services Looks kind of plain with no apps on my homepage (when I first use the app). Wish there was a “ Welcome” message with a little tour of the app.

Easy enough to add subscriptions though! The step-by-step logic is evident, so it makes sense and it is easy for me to add a subscription. The information to be added makes sense too - don’t think there is any information lacking.

Like the layout and simplicity of the app’s homepage.

Task 2: Set a spending limit on each service Can I expand on the different subscription services information?

Oh ok! I can create a spending limit on each service as I see fit.

I want to set a limit of $50 charge limit over 3 months because I only want to subscribe to Netflix for the next 3 months since we are on Lockdown. Seems like I can’t do that, but at least I’ll get a reminder before they charge me so I can cancel the subscription before then.

-------------------------------------------------------------------------------------------------------------------------------------Things to Improve On - Not very intuitive that there is an option that you can expand on the information in the homepage by clicking on the name in the homepage - When setting a spending limit, should allow for a time frame as well. So the limit can be “$400 for the year”, instead of “$20 for the month” - Would like to see the total amount I am spending every month on the home page!

Strengths - Clean and simple layout, easy to understand without the need for a “guide of the app” - I like the simplicity of the app’s homepage

User 3: 54-year-old female Task 1: Input and review monthly payments via subscription based services Ok so I click “Add” right?

Very good! So I want to add Spotify since I use it.

Oh… I don’t remember how much I am paying for spotify every month… Do they have a list of spotify plans on the app so I can try and see which one I am using?

Task 2: Set a spending limit on each service How do I set a limit on the app I am subscribed to? I guess I need to click on the app I want to set the limit on.

Is it under create card? Ok I’ll try. Oh yes! Ok, that was easy to go through. This is easier to use.

I think up until this point, most of the things that I expect to happen still happens. For example if I know I’m going to key in a number, the number pad will come up and if I want to change names, the keyboard will come up.

-------------------------------------------------------------------------------------------------------------------------------------Things to Improve On - Not very intuitive that there is an option that you can expand on the information in the homepage by clicking on the name in the homepage - When setting a spending limit, should allow for a time frame as well. So the limit can be “$400 for the year”, instead of “$20 for the month” - Would like to see the total amount I am spending every month on the home page!

Strengths - Clean and simple layout, easy to understand without the need for a “guide of the app” - I like the simplicity of the app’s homepage

User 4: 21-year old male Task 1: Input and review monthly payments via subscription based services Currently, just looking at the layout, I like the use of minimalism - clean and not cluttered.

It’s cool to see the “Add” button underlined actually, it makes it obvious that it is a clickable button.

The flow of adding a subscription is pretty easy, all the necessary information I need is here. Ok wait, now I forgot how much I’m paying for my Netflix account though. Wait let me check email and bank account. Is it possible for all the plans to be shown on here though? I think it’ll be easier for me to refer to it from this app because I still do have a vague memory of it.

Task 2: Set a spending limit on each service What is the use of Create Card? Is it like creating a membership card or a debit and credit card of sorts?

Wait, I don’t get it, I don’t understand what’s the card supposed to do. Is there instructions for this?

(Explained the rationale behind creating the card) Oh alright, that makes sense. Yeah, I like the idea. The information needed to create the card seems ok at the moment too. But I think I will have problem with how I am going to “top up” this card - I would still have to upload my information and also link up with other payment accounts right?

Also, one thing I would point out is that I don’t want to have to constantly key in the information every time I need to top up. So let’s say my bill for Netflix is due, I think I would like it there is just ONE button to click on to top up immediately - similar to how Grab works. You just click on the amount you want to top up with, then click on the funding source, and then click “Confirm” or something. I think as much as I want to be mindful on my consumption, I don’t want it to become a hassle to use.

Things to Improve On - Consider the idea of the ONE button (explained above) - Showcase the different plans for each subscription so that users can refer to them directly, instead of looking through their emails or bank accounts, or trying to retrieve information from their long-term memory Strengths - Not cluttered - Logic of the system is there

User 5 : 21-year old male Task 1: Input and review monthly payments via subscription based services Interesting layout, would like to see a â&#x20AC;&#x153;helpâ&#x20AC;? page so I can understand the full capabilities of this app.

Basic functions of adding a new subscription onto the tracking page is simple.

Am pleased with the simplicity of the homepage, and how accessible the functions are from it.

Task 2: Set a spending limit on each service Intuitive functionality of being able to expand on the information for the specific subscription services by clicking on the list on the home page because of the way the buttons look.

Create card function easy to understand and easy to process payments with Nice layout of all the information on the card, makes it easy to process and see everything at one glance.

Things to Improve On - Might be nice to have a page that breaks down the proportion of my subscription services into proportion, so I can see in a pie chart form how much I am spending on each.

- Would like to see an average expenditure list on the homepage, so I know at one glance how much I am spending per month Strengths - Sleek and simple design, very modern and appealing visually.

- Extremely simple to use and easy to navigate around the app.

User 6: 55-year old femal Task 1: Input and review monthly payments via subscription based services I want to just see all my subscriptions on the homepage so I can know what I am spending money on.

Simple enough to add a service, but if I want to create a custom subscription can I also customize how the logo will look on the homepage?

Simple to add something onto the homepage, because the button is very bright and very obvious on the top right hand corner.

Task 2: Set a spending limit on each service If I don’t want to set a spending limit is that ok?

I would still want to use the traditional method of payment because I don’t want to risk my payment information going through another software.

Even if I don’t I can set a reminder before the payment right?

Easy to do so from the “create a card” function, and even if I don’t want to pay through the app I can just set the spend limit as a very high number.

Things to Improve On - I want to see a total expenditure every month, as well as updates on when the price of subscriptions changes in case I don’t check my email Strengths - Very simple to use, and the design of it is very pleasing to the eye.

User 7: 21 year old male Task 1: Input and review monthly payments via subscription based services Cool that you can log in using facebook and google. Small touch but I like it.

Easy to learn how to “add” subscription services into the homepage because it is in a different colour from the rest of the functions Like to see that the most popular services are already there for easy access to the majority of the users.

All the most important information is there for us to fill in quite easily.

Task 2: Set a spending limit on each service Simple to create a card for payment to the service.

Easy to use the input methods since it is using a scrolling wheel instead of a keyboard.

Quite a cramped information box in the 9th panel, makes it quite hard to read everything, but it is good that it includes all the information pertinent to the subscription..

Things to Improve On - Space out the information on the screen a little bit more if possible.

- Make use of the scroll down function on a page to give yourself a little bit more space to work with Strengths - I like the use of “card” to make the payments. Adds a little bit more character to the app.

Appendix 7: High-Fidelity Prototype https://xd.adobe.com/v iew /e17cdce3-2d41-4bf0-6fbd-307321513e93-974d/

Total: 49 screens (not ex haustive) The current high-fidelity prototype allows the following main functions: 1. Manual addition of subscriptions 2. Creation of virtual card 3. Viewing of updates on prices and policies of subscriptions 4. Payment of monthly bill through the app (i.e. the virtual card) 5. Checking off the reminder after paying every month (i.e. for subscriptions without virtual card) 6. Viewing history of subscriptions 7. Uploading subscriptions to external site (e.g. iCloud) 8. Sharing subscriptions on shared platform (i.e. sharing with family and friends) 9. Accessing financial management website Other functions can include: - Showcasing statistics for monthly and/or yearly spendings (“Statistics”) - Information about the app (“About Us”) - “Settings” - “Log Out”

Appendix 8: Usability Testing Usability testing was conducted for 7 diff erent users, ages ranging from 21 to 54 years old. In general, users take between one to two minutes to complete each task, depending on the length of the task.

General feedback given were driven by aesthetics, and other factors that improve convenience and accessibility. Using the template for Usability Testing (pg 192) (Tomitsch, et. al, 2018), an average was calculated for each statement.

Statement 1. I think that I would like to use this system frequently.

Average Point 4.14

2. I found the system unecessarily complex.

1

3. I thought the system was easy to use.

5

4. I think that I would need the support of a technical person to be able to use the system.

1.43

5. I found the various functions in this system well-integrated.

4.57

6. I thought that there was too much inconsistency in the system.

7. I would imagine that most people would learn to use this system very quickly.

1 4.57

8. I found the system very cumbersome to use.

1

9. I felt very confident using the system.

5

10. I needed to learn a lot of things before I could get going with this system.

1.57

Some user feedback included: 1. Possibility of better archiving history (both of subscriptions and updates on prices and policies) and erasing this memory - Decrease app storage and data 2. Possibility of customisation - Greater user choice 3. Development of general outlook - Better aesthetic interface 4. Development of â&#x20AC;&#x153;helpâ&#x20AC;? section for questions and problems - Better customer service

Appendix 8: Usability Testing

Appendix 9: Other Possible Personas

Persona 2 Engages with app Age: 20 Marital Status: Single Occupation: Student Technology Ex pertise: 8/10 Income: NIL Motivations: - Gaining independence - Being responsible to parents - Self-awareness Frustrations: - Lack of financial awareness

Patrick the Par entsâ&#x20AC;&#x2122; Pet

Patrick is student who is a single-child in his family. He is extremely keen on films and games. Growing up as a Generation Z indiv idual, he is able to get his way around the Internet easily. He is currently subscribed to Netflix , Spotify and Humble Bundle. He has a comprehensive phone line that provides him with a large amount of data, allowing him to watch and play on-the-go. Soon turning 21, he wants to be more aware of his general expenditure, so that he can prove to be a responsible adult.

Patrick wants to be able to v iew his subscriptions on a monthly basis and keep track of the latest updates of his subscriptions. He wants to be accountable to his parents.

Persona 3 Engages with app Age: 55 Marital Status: Married with 2 kids Occupation: Mechanical Engineer Technology Ex pertise: 4/10 Income: S$7k per month Motivations: - Work and maintaining income - Family-oriented individual Frustrations: - Keeping track of money paid to subscriptions -Difficulty in bonding the family in real life due to more digital distractions

Fr ederick the Family Feeder

Frederick is the sole breadw inner of the house. He pays for all ex penses within the household. His earnings are more than sufficient to provide for subscriptions, thus he is does not see the necessity to keep track. His w ife keeps track of the family’s spendings. However, as they head towards retirement and many serv ices turn digital, they want to be more aware of their subscriptions and purchases online. At the same time, they want to be able to know what their children are subscribing to, both as individuals from a different generation, but also what their children’s interests are.

Frederick wants a platform that allows him to v iew his subscriptions on a long term basis, while offering him navigations to view the family’s indiv idual subscriptions and their spendings. Money may not be the most important aspect he is interested in, but rather getting to know what everyone in the family is currently interested in and create a new way of bonding.

Persona 4 Engages with app Age: 33 Marital Status: Single Occupation: Personal Trainer Technology Ex pertise: 6/10 Income: S$3.5k per month Motivations: - Trying out new gyms as a hobby - Health and nutrition - Learning about nutrition through online platforms Frustrations: - Lack of record to the gyms he has subscribed to before -Previously unaware of how much gyms were charging him - Gyms do not notify him of payment beforehand -Unsure of how much he is spending on meal preparations, meal boxes and subscriptions to periodicals such as health magazines

Tommy the Teacher-Trainer

Tommy is an entry-level full-time fitness trainer. He is very conscious of his diet and nutrition, and loves to ex plore diff erent gyms in his spare time for their programmes and facilities. He spends his money mainly on meal subscription boxes and health magazines. As people become more conscious of their health today, he wants to off er the best programmes at the best price points, on top of his added knowledge on nutrition. He realises that he is starting to lose track of his past subscriptions to gyms, and is not 100% clear on how much he is spending on digital subscriptions, online education and his periodicals. As a starting-out trainer w ith limited pay, this is of concern to him.

Tommy wants a platform where he can v iew prev iously made subscriptions and purchases, giving him a place to compare prices and keep track of their programmes.

He also wants to be able to see any changes in prices in the long term. For his own benefit, he wants to be able to know how much he is spending (in total) in terms of subscriptions, and be notified of any changes and restrictions to gym policies.

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Image of woman at desk (2020). https://focusedcollection.com/180513746/stock-photo-young-illustrator-working-home-having.html Image of engineer (2020). https://www.dreamstime.com/photos-images/industrial-engineer.html Image of teenage boy gaming (2020). https://www.bigstockphoto.com/image-336598753/stock-phototeenage-boy-wearing-headset-gaming-at-home-using-dual-computer-screens Image of gym trainer (2020). https://www.gettyimages.com/detail/photo/fitness-trainer-at-gym-royalty-free-image/1072395722?adppopup=true Image of old woman (2020). https://www.alamy.com/65-years-old-woman-image276058690.html

I would like to thank my family, friends, course mates, tutors (Jessica Lea Dunn and Christine Teng), unit coordinator (Madeleine Borthwick) and many others who have provided guidance to my journey thus far.