Concepts in a Digital Age paper by Sandervweert

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Introduction This Advanced Course was all about creating a disruptive concept for Netflix based on interactivity. At the moment the streaming service doesn’t have any interaction possibilities between users. They asked us to create a working prototype which creates a point of contact between users. Based on agile working and the five sprint days we came up with a concept called the ‘Recomendation Station’. Our idea lets users recommend video’s or shows for each other, based on a mood or a genre. If you liked the show or movie, you can send a personalised message to the other person. In the report, you can read how we came up with this prototype and how we filled in the sprint days based around the model and theory of Jake Knapp (2016). At the end of the report each team member reflects on the course and showcases their sketches.

Set the Stage During the first lecture, the team has been set. The team consists of three co-iemes students, one DBC and two internationals from Seoul, South Korea. The team has been built on the fact that we do have different influences from different universities. This will make sure that there a different point of views. We also divided the team roles. The team roles were based on the roles according to the Sprint Book by Jake Knapp (Knapp, 2016). - DECIDER → Sander van Weert - FACILITATOR → Rick Peters - DESIGN → Saane de Moor / Amin Pasalic - RESEARCHER → Gyeongyeon Kim / Subin Jeong Everything was clear for the team and we were ready to get mapping on Tuesday. Facilitator Rick was chosen for the role of facilitator of the project group. Rick is someone who always wants to have everything in order and was, therefore, the right person to make sure that we would have all the necessary resources at our disposal every week. Every week Rick provided us with paper, Post-it's and pens that we needed during the process during the sprint. This came in handy during the sketches. Rick also made sure he had everything we made every week with him so we could look back at what we had done. Decider Sander was assigned the role of the decider. Reason for this was the fact that Sander likes to keep the big line. He has a good view everywhere so he can easily make decisions. This was in the interest of the group because if we don't wake up together there will always be someone who can make the decision. This part was especially important during brainstorming and during the creation of the prototype because we had a lot of different possibilities there. Designer The role of the designer was assigned to two people, namely Sanne and Amin. They are both good at designing things and therefore wanted to take on this role. In the end, Amin took on this task during the process because we gave Sanne a different role during the process. He was responsible for the prototype and Gyeongyeon and Subin helped him with that. They took care of the entire design and made sure that all points of improvement were included in the design after the test phase. Interviewer Initially we had awarded Sanne the role of designer. However, during the process we found out that she could also perform another task. Because we had quite a large group this was not a problem. That's why Sanne was responsible for conducting the interviews during the test phase. She asked people to go through the app and asked them several questions during this process. In addition, Sanne went through what we were going to do per lesson every week and she prepared this so that all group members knew exactly what we were going to do during the sprint. Researcher For Gyeongyeon and Subin we had assigned the role of researcher. They wanted this themselves because they were good at it. However, during the process it turned out that we didn't have to do much research. That's why they helped with the design of the prototype. This was mainly because they really liked it and wanted to do so.

Monday Map In this part, we set long-term goals for the company and started user journey mapping. We analyze Netflix and its competitors and anticipate the risks ahead. Long term goal Netflix’s long-term goal is to improve the interaction between users. Currently, Netflix is interacting with users. Users can evaluate their preferences for the program, are showed recommendations based on their viewing record, and are announced new programs. But now Netflix is trying to improve the interaction between Netflix users. This can positively affect users’ satisfaction with using Netflix. Mind-map: We started the day with a mind map. We created an overview of everything we think about when you hear the word ‘interaction’. We came up with a lot of different words. These words were used in the upcoming journey map. User journey map This is a flowchart in between showing how customers interact with service, Netflix. Key players are customer and Netflix. We have targeted people who use Netflix on their cell phones. Therefore, opening an app is the starting point for our users.

How might we? After completing the user journey map, we came up with a possible problem in the whole process, using the format “how might we?”. Each of the problems was classified into what individual process. In the process of achieving long-term goals, it was time to anticipate the inconvenience that users could feel.

Questions. •

How might we ensure everyone feels safe?

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How might we ensure nothing gets spoiled?

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How might we protect user data?

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How might we give people choice for interactivity?

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How might we keep the ‘Netflix-feeling’?

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How might we keep the attention?

Label themes as they emerge. <user interface> <create platform> <accept/deny>, <collect data> <create platform>

And we also thought about how we could fail. No creativity, presence, no communication, no communication, no trust, no communication, etc. Competitor analysis We analyzed Netflix's competitors. Companies offering a variety of services as well as video streaming services. Competitor analysis makes it easy for us to know and compare Netflix's strengths and weaknesses. - Youtube : subscriptions (exclusive), comments, likes, highlight, playlist, custom recommendations, creator à partner / insights - Spotify : share songs, subscription, see what others listen, create/share, pre-save, custom à tailor-made, radio mix, wrapped, like artist pages. - Soundcloud : timestamped comments, create own playlists and share, repeat one song, share a song on social media. - Melon : Korean music streaming service(front-runner), make playlists, likes, do fan, comments, share playlists, radio station. - Radio offline : ask to call, ask to send text message, have an app, youtube changed, social media. - Reddit : users (anonymous), subreddits, all-popular-chat-rooms, likes, private messaging, comment rewards. - Watcha play : Korean video streaming service, provide curating service based on the reviews of other users, rating system, viewers can post impressive lines of show in the platform. Because of our Korean team-members we came up with competitors we didn’t think about before. These platforms seemed to have a lot of useful mechanics.

Tuesday Sketch Starting off on Tuesday we followed the steps of the sprint Tuesday set-up. We started with looking at companies from other branches and what they do around interaction, this was called the lightning round. For example, we looked up what Tesla does based on Interactivity. They let their customers create their own personal Tesla with a very easy tool on their website. We kept the outcome of this exercise in mind during our sketching process. In the sketch phase, each team member worked individually on their first brainstorm sketches. On this day we will diverge a lot and each idea is welcome. These work based on the crazy-8 idea. 8 sketches in 8 minutes, per team member. We all picked a piece of A4 paper and divided the paper in 8 boxes. In 8 minutes we had 40 sketches based on improving the interactivity for Netflix. These were all very small concepts. During this process we all kept the customer journey (from Monday) in our minds. We put post-its on the sketches to elaborate them, to make the sketches a bit more clear to the others. This came in handy for the upcoming day.

Wednesday Decide Voting for best ideas We made our own sketches into simple storyboards and put them on the wall. These storyboards were more detailed sketches of our best crazy-8 sketches, divided in 6 boxes. They were elaborated with post-its. Then, we looked into each other's ideas and voted on what is the best idea. At this time, we set the limit that each person has only three votes. Also, we wrote and attached some questions about each idea next to ideas and have time to answers for those questions. After all the discussions, we picked as the top three ideas with the most votes so we tried to combine these three ideas into a new one. However, the teacher gave us the advice that the direction of the idea might not be clear, so finally, we chose the best 3 ideas and started to combine elements.

Sketches (Detailed cut)

Storyboard We made the storyboard based on the idea sketch. We divided it into 15 frames and drew it according to the customer journey. The name of storyboard was ‘Recommendation station’, which provides a special recommendation system for Netflix’ users. The system recommends content based on the choice of other users that fits the user's current state. To be more specific, users can choose their mood or genre what they want to watch now. Then, they can choose the person who gives them a recommendation between a ‘friend’ and a ‘stranger’ and get recommended content. In this process, they also can give a recommendation. In other words, exchange of recommendation happens in this phase. After watching a movie or show, they can evaluate whether the content was good or bad, and send a message to the person who recommended it. Customized content recommendations from other users, exchange of recommendation and interactive message were the core of our storyboard.

Thursday Protoype On Sprint Thursday it was time to build the prototype. Because we had finished our storyboard on Wednesday we knew exactly how to build and prototype and which touchpoints and elements that had to be included. It was important that the prototype would be real enough to provoke a genuine reaction from respondents on Sprint Friday whilst conducting the interviews. In the book, Jake Knapp discusses the importance of selecting the correct tool to build your prototype in. Amin introduced us to Figma a design interface, geared towards building prototypes. This tool was especially practical because it enabled several people to collaborate in one project at the same time, similar to documents in Google drive. We were advised by the Sprint Method to divide different tasks so the prototype could be built as quickly and effectively as possible. We decided to divide the tasks and groups according to our group members skills. Subin and Yeon were the asset collectors and creators in our group, led by Amin the stitcher and maker, they worked in Figma to create the visual prototype. In the meantime, Sander wrote all the texts for the prototype as he was the writer. Because the prototype wasnâ&#x20AC;&#x2122;t big enough to require more makers and designers, Sanne and Rick started exploring the steps needed for Sprint Friday and started building the interview plan and script. This allowed for more time on Sprint Friday to focus on conducting the interviews. At the end of Thursday, we ran through the prototype as a group. This way we could check for any possible mistakes and if the prototype ran smoothly. Subin, Yeon and Amin had created a very impressive Netflix prototype that looks almost identical to the current app. They made it look real and believable without having invested too much time in it, this last part was important because spending too much time on the prototype could result in the designers getting too attached to the product, making it harder to be open to constructive criticism and feedback. Having finished yet another lesson successfully we were very confident in our prototype and were excited to see how respondents would react to the prototype on Sprint Friday. During the week before Sprint Friday every member of the group approached friends and known teachers to take part in our test on Friday. Link Prototype (before feedback) : https://www.figma.com/file/1JlUVBHpdd5iQlg16cQEmE/Netflix-Prototype-Beforefeedback?node-id=0%3A1

Friday Test On Friday it was time to conduct the interviews for the prototype. Beforehand Sanne had prepared an interview script so the right information could be gathered from the respondents. She had prepared the script according to the Sprint Method and followed the tips that were explored to ensure a successful interview. Sanne’s script consisted of bullet points instead of an entire script, she felt that her interaction with respondents would be more genuine if she could use bullet points as a guide for her interview. Even though we followed the theory closely not everything from the book could be applied to our interviewers. The book explored the possibility of interviewing respondents and live streaming the images and audio to a second room where the rest of the product team would take notes on specifically assigned parts of the interview. Due to our school setting and technical restrictions we chose not to follow this advice. We created a quiet and relaxed setting to conduct the interviews in. This way the respondents would feel more comfortable and could focus on using our prototype. We decided to film the respondents so that we could track where they were looking, what they were saying and how they were using our prototype. Sanne assured every respondent that she hadn’t been involved in the designing process to ensure that respondents wouldn’t hold back and would be totally honest. Respondents were also informed that the prototype might have a few small errors and was asked to notify us if they find anything odd. As the interviewer, Sanne’s job to guide every respondent through the interview and gather the information we needed to improve our prototype and to see if the user experience matched with our design. In the beginning, Sanne found quite challenging to conduct the interviews effectively without steering the respondent into a certain direction. To create a genuine as possible interview, Sanne took the interviews in the preferred language of the respondent. That’s why most of our interviews are in Dutch. This will make sure the respondents are comfortable. Their choice of words are in line with what they mean as well.

Feedback After collecting and reviewing all the feedback we gathered we started to look for patterns in the notes of our interview. We discussed these patterns and mapped out how we could apply these results to our prototype. We reviewed these results in comparison to an hour long term goals that we had developed on sprint Monday and brainstormed how the two correlated. At the end of the session Sander our group decider decided how we should proceed based on our interviews and results. With our help, he came to the decision that our interviews and prototype had been successful and that a few minor adjustments had to be made to the prototype. The adjustments we decided to make are listed below: Improvements More options available for movies Add trailers tot the movie options when you see the overview of what you selected fort the person and what they selected for you There is a lot of text maybe there is an option to make the steps more visual Show what the options is when you decide to have a movie selected by a friend (can you link Facebook? Can you see profile pictures Perhaps an option to add strangers to you network (maybe add a button to add friend when writing a message) Create more clicks on the recommendation station Show notification/pop-up for the Recomendation Station (this is a new netflix function) Link to Prototype (Before Feedback): https://www.figma.com/file/1JlUVBHpdd5iQlg16cQEmE/Netflix-Prototype-Beforefeedback?node-id=0%3A1 Link to Prototype (After Feedback and Improvements): https://www.figma.com/file/6eyacrLMQbHcRgwXU1Dgmd/Netflix-Prototype-Withfeedback?node-id=0%3A1

Individual feedback Reflection Amin Pasalic – 2207474 When I was deciding which course to follow this one looked interesting. I had heard of the sprint method during my study at Digital Business Concepts, but we hadn’t actually worked or used it. I decided to sign up hoping to learn the method and I was pleasantly surprised. During the first lecture we learned about the three D’s. Disruptive, Drive and Development. Examples of disruptive companies can be found in various sectors within our economy. Uber, Netflix and Airbnb are all companies which changed the market in a disruptive manner. These companies did something other companies didn’t and by doing it changed the complete market (and some even destroyed markets in the process, like Netflix). Companies are heavily dependent on digital culture and business. The big tech companies have truly changed the traditional way of working. The reason behind this change is the fact that nowadays everything moves really fast. The communication lines have become much shorter and people work in specialized teams. This shift has led to new ways of working, one such way of working is ‘agile’. This is a different approach to project management or software development. Working agile means working in small but approachable sizes. This way changes and improvements can be implemented faster and more efficient. Working with the Sprint method was very interesting. In the first class (Monday) we had a lot of discussion and we didn’t know exactly what we had to do. The book was a good way of reading up on what exactly is being asked of us. One group member bought the book after that class. I was assigned as designer. I knew I would like this role the most and I have the skills for it. On Thursday I had the opportunity to put these skills to the test. We designed a prototype in 3 hours and it was ready to be used on Friday. It really showed how good preparation helped us to have the prototype done in one day. We just had to rebuild the storyboard that we had already built on Wednesday as a group. Without all the work prior this wouldn’t have been possible. This method also really is useful for progressing without much discussion. On Tuesday and Wednesday everyone was able to make their sketch, criticize and vote for their favorite. The sketch was made as a group so the concept was finished by Thursday. As soon as a day was over it meant that we could move on to the next part without dwelling on the decisions that had already been made. This advanced course was fast paced, efficient and logical. I truly see how this will be relevant for my future professional career. It was necessary to come prepared to class. This way we could directly start working. We had a group member (Sanne) who would summarize what we were going to do every particular day which made things easy to get going. Everyone in the group was productive, helpful and wanted to deliver something good. This course is heavily reliant on the different skillsets of group members, which made everyone in the group important and needed. No one was able to slack, and no one did.

Gyeogyeon Kim – 4021029 Overall – on the course For me, majoring in public relations advertising, it is important to know the changing flow of marketing, new values in various platforms with the coming digital age. Through this class, I was able to achieve parts of my learning goal by carrying out the mission that improve the interactivity between Netflix users, one of the most popular contents platform nowadays. I felt very refreshing to make a connection between users on the platform because I was having been satisfied with the one-way consumption of contents with no recognition about lack of interactivity. I was also able to know that new community feeling which is different from the analog era have an important value in the digital age. Moreover, I was shocked by the way of lecture which is totally different with my home university. Using the Sprint method, carrying out the assignment with the team members was a good opportunity to improve independence and creativity in the process of setting up concepts and making prototype. The group process I conducted the group assignment with four Dutch students and one Korean exchange student. I had been afraid to work with local students before because of cultural differences and language constraints. However, when I told them to want to join their team, my teammates accepted me without hesitation and they guided me friendly. In particular, students of Fontys ACI seem to develop more professional skills through more detailed courses such as DBC and CO-IEMES. So, I could learn a lot from my teammates although the way of lecture and the process of group work were very unfamiliar to me. Being able to be with these teammates was a valuable experience for me. Sprint Monday The first thing we did is to decide on the role. Sander took on decider, Rick took on facilitator, Amin and Sanne took on designer and I and Subin took on researcher. After then, we set up a customer journey for Netflix users. At this time I learned that I have to subdivide its process, including starting with opening an app. In addition, we took the time to think about possible problems and solutions through the question format ‘HMW (How Might We~?)’. It was my first time to learn about 'HMW', and I felt that it is very significant and an essential process to think ahead of possible flaws in the beginning and how to solve them. Sprint Tuesday We looked into Netflix's competitors and how they increase interactivity between users. I introduced the Korean app called ‘WatchaPlay’ similar to Netflix, and explained their Big Databased recommendation system, comment and rating system, and collection system. Personally, I thought that many advantages are created when Netflix has these systems what ‘WatchaPlay’ has now because ‘WatchaPlay’ are receiving positive responses. We also did ‘Crazy 8’ so could sketch several ideas. This process was pretty tough but interesting for me and it helped me think more creative as well. Sprint Wednesday Each team member made sketch of their best idea into simple storyboard and attached those on the whiteboard. Then, we voted to each idea up to three votes and also posted questions about their ideas on the Post-it. After all process of Q&A and extra explanation, we chose three most-voted ideas. At first, we tried to combine these ideas, but with the advice of the

professor that it could be more unclear, we chose Sanne’s idea and drew a 15-frame storyboard. Using a whiteboard, markers and stickers was so fresh way for me who always used computer in home university. Sprint Thursday We made the prototype based on the storyboard what we made in previous week. At this time, we used an app called ‘Figma’ with Amin’s recommendation, and it was the best tool for making prototype because it is easy to visualize very similar to the actual customer journey. I and Subin and Amin worked together to make the whole prototype, and Rick, Sander and Sanne gave us constant feedback. It was refreshing to know the new tool, and it was also the first time I had ever made a prototype myself, so I personally felt a sense of accomplishment. Sprint Friday We interviewed five students about the prototype. Before the start of the interview, Sanne explained to them an overview of the work and ask them how they think, what parts are confused while they experience the prototype. At the same time, we used two laptops to record their natural reactions. As a result, we were able to clarify improvements based on the review of the interviewees and the professor's feedback. For example, ‘Click here’ was in the box so the interviewees clicked only the background box, but actually they had to click the button next to the box. There was also problem in the section where can choose which type of friend, which was not clear that what kind of friend should be matched if the user clicks on the friend button. Thus, we were able to rearrange words for preventing to make users confused, and add friends-specific options to increase the feasibility of the prototype.

Rick Peters â&#x20AC;&#x201C; 3066932 Before I started with this course, I didn't really know what to expect. I found the lessons concepting during my study Co-Iemes one of the most interesting lessons there was. That's why I thought a deepening in the online field was a good choice. Concepts In A Digital Age appealed to me because I thought I would really learn something new during this course. Nowadays we live in a society in which we are online 24/7 and it's very interesting that there are companies that keep coming up with new concepts to keep that online focus. That's why I was triggered in the first lesson when the assignment was explained and we got information about the SPRINT Method. I had never heard of this method before, but was immediately excited that we were going to work on a concept with using this method. During my internship and during concepting lessons I have often worked on concepts, but never in this way. By working out a so-called day of the week per lesson we were only working on the development of the concept. That was new to me. When coming up with concepts during my studies, we usually started with something very new that we saw from a trend. The approach was different for this course because there was already an existing concept, from which the client had a new question: more interaction between Netflix users. I really found this a nice way of thinking because we were going to continue working on something that already existed. In addition, I think I've never had such an intense collaboration with a group because we went through all the steps of the sprint method together. For me this was really a whole new way of working together because we did everything together. Even though everyone had different tasks, we were closely involved in everything. The fact that I was given the task of facilitator was more than fine with me. This made sure that I was always well prepared because I made sure that I took all the necessities for the lesson with me. Because of this I was in it every week and I knew what we were going to work with. I also think I got a lot out of these lessons. I really have a different way of thinking by using the sprint method. I think this can also help me a lot later on in the thinking field because I don't think much use is made of this technique yet. Especially the sketching and drawing is a big part of it because visualizing thoughts always leads to more creativity in me. Besides that, I think this way of working together might have the future within concepting. The sprint method is a very modern way of thinking and I heard during class that it is used by many young companies nowadays. I think that companies with such a way of working go along well in time and are sure to reap the benefits. I think a team learns to work together much more intensively.

Sanne de Moor – 3005569 Before joining this Advance Course I had no idea what to expect. Initially I wanted to step out of my comfort zone and choose a course that would challenge me because I am someone who isn’t great with keeping up with digital trends. Being a CO-IEMES student I felt a bit intimidated as I thought that this course would require an in-depth knowledge of coding and programming. Looking back, following Concepts in a Digital Age gave me a fresh perspective and a set of tools and skills that I can use in the working field. During the start of the course we were introduced to the reality that we live in a digital age where the existence and growth of a company heavily depends on how they adapt and thrive within the current digital culture and business model. In contrast to traditional company layouts, a digital company works with product teams that have their own set of specialists (Design, Back-End, Front End, HR Specialist, etc.). These product teams have an agile mindset that focus on interaction, collaboration, efficient software and responding to change. These companies work around the three D’s of Digital. The three D’s of Digital are: Disruptive, Drive and Development. Starting with Disruptive, it was eye opening to see how some companies can cause a shift in a certain market and how that forces other companies to adapt. I noticed that it inspired me to want to work for, own or run a company that causes such a disruption within a certain marketspace. The second D of Digital was Drive, in the drive element we explored the importance of a certain sense of purpose when working in the digital field. You need a strong reason or “why” for why you are doing something. This pillar of Digital delved into the importance and existence of creative agencies and how there is a growing demand for professionals like us at ACI. The last D of Digital entailed Development. We explored how a digital company would usually set up their development/ product team and how important this design is for testing and prototyping a product. It was very relatable to learn that a product’s design and the user experience oftentimes don’t overlap. Users don’t use things the way companies intend them to, I’ve experienced that quite often. Frequently companies fail to see this conflict and don’t improve the product based on this behavior. The art within a digital company is to incorporate the psychology, art and science of a design leading to the actual user experience. This entire theory seemed so logical that I was surprised that more companies weren’t adopting it. It is something that I will certainly want to put to use in the working field Having explored the theory behind this course, we focused on essentially becoming our own product team within a digital company for the remainder of the course. We were challenged to design and develop a prototype for Netflix that would increase interactivity between users. Within the span of a few weeks we would form a product management team and we would assign each other roles similar to the roles within a product management team. The foundation for the process would be based around the Sprint Method and the book “Sprint” by Jake Knapp. Even though I had never worked with the Sprint Method before I got used to it very quickly and enjoyed the different approach. During the course I was first assigned the task of designer and later on interviewer, these tasks gradually changed as the course developed, as a group we decided the task as an interviewer was a better fit for me. I was also the person who had bought the online version of the book, so it was my responsibility to read, prepare and brief my team before every class. I really liked getting everyone ready for a productive lesson and I got a lot of satisfaction out of my tasks. The role as an interviewer was a task that was outside of my comfort zone, but I felt it was necessary to develop this skill. Setting up the interviews wasn’t difficult, actually conducting the interviews turned out to

be a greater challenge. It is tough to ask the right questions without steering the participant in a certain direction. After the second interview I noticed that I got more comfortable and felt that the quality of my interview skills gradually improved. Having an interview script to fall back on turned out to be very useful. Being new to the Sprint Method I was surprised to see how far we had gotten in a few weeks. This approach motivated me to challenge myself to apply the method in other classes or aspects of my life. Oftentimes we get caught up in certain patterns, rules and structures regarding the way we brainstorm and design. Even though we donâ&#x20AC;&#x2122;t intend for it, this slows down efficiency, productivity and creativity. That is why new techniques and methods like the Sprint Method are so important if you want to thrive as a company (it saves time and money). Looking back on the theory of this course I think that there will be a shift in how companies work, shifting more towards a digital company layout as opposed to the traditional one. If a company wants to survive in this competitive digital marketspace I think adapting to this new company layout and method of working will be challenging but necessary if they want to grow and defend their place and maintain a sustainable way of working. It was refreshing to follow an Advanced Course that was so fast paced. The speed forced us to be prepared for every class and be productive during every lesson. This was challenging but at the end of each class I felt very satisfied and motivated because of the amount we had achieved. An unexpected bonus was that we had little to no homework because we had done do much during the lesson. As a group we clicked immediately and worked together well. Everyone contributed in a positive and productive manner, for me this was a luxury because not all group work during my other courses went this smoothly. We had two students from Korea in our group Subin and Yeon. Their perspective really helped in our design process and they introduced us to the way that they consume media and how certain features of their digital environment could benefit our design. I really enjoyed this course I feel that I have genuinely gained skills and knowledge that are relevant and applicable for my future profession. I also felt that even though this was a DBC course it complemented the skills that I had attained in my CO-IEMES classes. Moving forward I am motivated to apply the digital mindset to other parts of my life and hope to introduce this mindset and method to my professional network.

Sander van der Weert - 2579804 Overall – on the course: This Advanced Course really taught me something new, a new way of working towards a concept. Each course given on ACI around concepting is basically the same and it started to get somewhat annoying and boring. The agile working in groups was really refreshing. Also, the feedback and the guidance by the teachers, or should I say coaches, was great. The feedback we had was very helpful, clear and an addition to what we did before. The way this course is given should be implemented in more concepting courses. Again, it’s really refreshing! Because of the time pressure, the ideas come very quickly. At the ‘sketches and decide’ days all our ideas came together, and it blended very well because we got pushed due the limited time. I would definitely recommend this course to anyone who is interested in concepting and a new way of working in a group. First two classes: The first two classes were about a ‘disruptive’. A disruptive is a new, possibly small, change of a product or maybe a new product to get your target group exited again. It’s an innovation which shocks the market. A disruptive consists of the 3 D’s: Disruptive, drive and Development. For me personally the start-up of this Advanced Course was great. The enthusiasm of the teachers and the way it was told was great. I feel that this is something I can use later whenever we need a new concept or an idea for the company I will work for in the future. Agile working can be an option if we are stuck and have no clue how to get further with our idea. The group process: I teamed up with three people from my minor with who I have worked before, that worked very well so that’s why I teamed up with them again. We were joined by one DBC student and two internationals from Korea. This gave us three (as CO-IEMES students) new and refreshing insights. Overall the group process went very well! We had no problems working together despite our cultural and lingual differences. I also found it really refreshing to work with students from different schools/universities. Sprint Monday: To team-up was a bit awkward because you don’t know everybody. It always seems to be this way, in every course. Well, that doesn’t really matter. We teamed up quite fast. After that, we looked into Netflix’ issue. This went very fast; we came up with loads of ideas already. We also divided the team into roles. I became the decider since I’m quite good at choosing what to pick and to make sure we don’t get stuck in one subject for too long. We wrapped the Monday up quite fast and were very eager to learn something new and refreshing! It was also quite clear what we needed to do, at least we thought so.

Subin Jeong – 4021975 An entire course of study Even before taking this class, I was familiar with the process of designing and planning ideas to achieve certain corporate goals. However, in five short days, the part that eventually produced the prototype was new, through various courses such as Map, Sketch, Decide, Prototype, and Test. The limited time made that I had quick and intuitive decisions. Also, on the day of making a prototype, I made a prototype that is similar to the actual application, using a program called Figma. I tried the program for the first time, and it was very interesting. It was good that the idea was not just in the head, but in a real-looking and usable form. Using Prototype directly, I could feel how our team's ideas were actually reflected. Design Sprints is likely to be available in the future when attempting to meet or resolve specific corporate goals. Team Course First of all, I am always afraid and excited of doing a team project with foreign friends as an exchange student. Korea and the Netherlands have very different ways of teaching college. In Korea, I have received many one-way instructional classes of professors. But the ‘Concepts in a digital age’ course is all team project process. I was able to better understand the central content of the course by actively participating. Our team consists of two exchange students and four Dutch students. Despite the differences in language and culture, we were able to easily complete the team project with members` consideration. I could have looked at different cultures from me. It was good to be with good team members who do their best in their respective roles. And I first took researcher in the role-sharing role, but I didn't have much work. Because in the entire process there were not many research parts. However, I participated in producing the prototype. It was a role that I had never played before. So I got to know a program ‘figma’. Map We analyzed Netflix and companies in the competitive. I thought video streaming services such as YouTube and Watcher Play (a service like Netflix in Korea) were the only competitors. However, I learned that streaming services such as Spotify and Soundcloud can be considered competitors. In User journal mapping, the overall connection process between Netflix and its customers was organized sequentially. We then asked what problems could arise in the whole process. Using the format ‘How might we~?’. And we pointed out the problems that applied to individual processes. Our subject is to increase interaction between Netflix users. For those who want to communicate with their friends on real social media via Netflix, the goal is better way to satisfy using Netflix. But on the contrary, I thought this goal would work negatively for those who want to separate Netflix from social media space. So I thought there should be a choice only for those who want to participate in interaction. Sketch We analyzed the factors of other companies that enhance interaction between users. This helped me think about how Netflix would improve interaction. And individually, eight solutions were written down in eight minutes. Since these are solutions that came up in such a short time, some of the solutions were similar and lacking. One of the eight solutions was sketched. The core of my idea is to connect social media (like Facebook, Instagram) with Netflix. I thought I could add various functions that could be used in social media to Netflix. Some people want to talk more with their real friends (or friends on social media) using Netflix. Users can see what their friends on social media are watching, or what they like. And users

can watch the programs right away, or click like. Users can also recommend specific works to their Netflix friends. Finally, when users are posting on Instagram or Facebook, they can choose a Netflix program that users can post together. I think this is a good way to express what users want to say in the post or how users feel. If someone sees the post and is interested in the program, they can immediately connect to the Netflix app. Decide Unfortunately, I was unable to attend the day. But I was told what was going on. It's the day to choose the best of the many ideas that have arisen in Sketch. The best ideas for recommending works among Netflix users were chosen. We focused on one idea and made a storyboard. This is the process of figuring out how to apply this idea by remembering the whole process from beginning to end using Netflix. The idea was supplemented in detail in the process. The user-to-user recommendation was similar to my idea. If users liked the recommendation received from someone else, sending a message would help improve the interaction between Netflix users. Prototype Based on the storyboard that was made, we made a prototype. We used a program figma. It looks very similar to the actual app, allowing users to feel like using real Netflix during the test. Three members of the team, including me, produced 15 copies of the prototype. I used Figma for the first time and it was easy to operate, but it was good to work carefully. Test Six people tested our prototype. It was good to hear the feedback immediately on the reason why you pressed this button during the test. I could see why it is important to make it similar to the actual app. Using a five-day Sprint, I was proud to see how it was implemented as a last prototype, even though it started with a small idea. â&#x20AC;&#x2DC;The Concepts in a digital ageâ&#x20AC;&#x2122; course taught me how to shape ideas in a society that is inseparable from digital.

Individual parts of report (sketches) Amin Pasalic â&#x20AC;&#x201C; 2207474

Crazy 8 Sketcg

Individual Sketch

Gyeogyeon Kim â&#x20AC;&#x201C; 4021029 Crazy 8 Sketch

Individual Sketch

Rick Peters â&#x20AC;&#x201C; 3066932 Crazy 8 Sketch

Individual Sketch

Sanne de Moor â&#x20AC;&#x201C; 3005569 Crazy 8 Sketch

Individual Sketch

Sander van der Weert - 2579804 Crazy 8 Sketch

Individual Sketch

Subin Jeong â&#x20AC;&#x201C; 4021975 Crazy 8 Sketch

Individual Sketch

Sources â&#x20AC;¢

Knapp, J., Zeratsky, J., & Kowitz, B. (2016). Sprint: How to Solve Big Problems and Test New Ideas in Just Five Days. London: Bantam Press.

Appendix The Interview Script is in Dutch. This is because most of the respondents were Dutch speaking. By writing the script in Dutch Sanne could fully focus on the interview and not on having to translate the script as she went. We felt that this would lead to a more genuine interaction and reaction. Interview Script • Welkom heten • Vragen naar naam • Vragen naar leeftijd • Vragen naar studie • Vragen naar hobby’s • Transitie naar gebruik Netflix • Vragen naar gebruik app • Wat verwacht je van de app • Waarom gebruik je de app • Welke aspecten van de app vind je op dit moment fijn • Introductie prototype – basis was interactiviteit verhogen, en het probleem oplossen dat je niet weet wat je moet kijken. Je wordt bij de functie gekoppeld aan iemand en jullie kiezen door middel van een paar stappen een film uit voor elkaar • Sommige delen van de app werken nog niet perfect maar als we een probleem tegen komen laat ik het weten • Binnen dit interview zijn er geen goede en foute antwoorden, ik heb het prototype niet ontworpen dus mij beledig je er niet mee als je 100% eerlijk bent • Terwijl we bezig zijn is het fijn als je hardop denkt, wat je op dat moment aan het doen bent, wat je wil proberen en hoe je denkt het te kunnen bereiken • We beginnen bij het home scherm van Netflix, in dit scenario heb je al besloten dat je de app wil gebruiken • Zou je naar de nieuwe Recommendation Station functie willen navigeren • Hoe zou je normaal gesproken besluiten of je gebruik wil maken van een nieuwe functie op Netflix • Hoe zou je het fijn vinden om daar over geïnformeerd te worden • In de eerste stappen geef jij bepaalde filter opties zodat de persoon waarmee je gekoppeld bent weet wat je zoek, in dat moment doet die persoon dat ook voor zichzelf • In de stappen daarna selecteer jij voor die persoon een film • Selection Path: Stranger film Mood Funny The Millers • Hoe is deze functie ten opzichte van de bestaande functies van Netflix • Wat vond je fijn aan deze nieuwe functie? • Wat vond je minder? • Als je deze functie aan een vriendin zou aanbevelen, hoe zou je deze functie beschrijven? • Als je drie magische wensen had hoe we deze functie konden verbeteren wat zouden die dan zijn? • Welke bestaande delen van Netflix zou je combineren met deze functie? • Welke verbeterpunten en opmerkingen hebben wij gemist die jij nog vraag zou toevoegen • Heb je verder nog tips of feedback voor ons? • Bedanken voor interview