Service Exploration (Gruppe 4)

Service Exploration

Multimedia Wall

http://medienarchiv.zhdk.ch/media_sets/41161 Once we assessed the video's we took it was clear that when people are discovering a new space they are busy taking in the surroundings and do not interact with a digital device unless they want to capture a moment. Its no wonder that instagram and photosynth are common under any top travel app list. Further more when you arent sure of where you are going or its uncommon ground you reach to the phone to help you find certain things. When the train is leaving or which platform its on. Also we used the phone alot to simply message each other and make sure we where all arriving on time and could indeed embark on a trip together. If the user is in a common space whilst moving from point a to b they are usually disinterested with their movement for example in a train. Here they use the trip time to engage in social applications or read (either on a digital device or a daily newspaper).

Experience Map

During the preparation stages for the trip companion its important to analyze the experience behind what we are trying to promote. People moving through space from one point to another with any form of transportation. To do this, we have created a experience map that illustrates the actions behind a trip from beginning to end. The experience map is split into two main areas; INTERACTIONS & ACTIONS. And divided in three time frames for each trip or action. PREPARATION, EVENT and finally RETURN. ACTIONS simply illustrates the physical activities the user is engaged in during the trip. For example "Diego rides his singlespeed bike from Bellevue to the main Station." In the actions section there is no mention of thoughts or decisions simply what the illustrated person is doing physically. The INTERACTIONS part of the experience map shows the users thoughts and interactions. This section is split into three types of interactions; PERSONAL ; All personal thoughts are listed here, for example "Have I forgotten to pack anything?" DIGITAL ; All interactions with a digital device are listed here. For example "Diego uses the SBB app to buy a train ticket from bern to zurich." HUMAN ; Interactions from person to person. For example "Diego asks a passerby what direction Paradeplatz is?"

— Experience Map Uetliberg Trip

— Experience Map Bern — Zürich Trip

Competitor Matrix

— Overview

— Matrix

— Map

Conclusions // Experience Maps

The experience maps confirmed an assumption that we had. When a trip is spontaneous the user needs to check his/her phone to coordinate friends going on a trip, or to check when the tram/train leaves to the chosen destination. Maybe check if there are any restaurants or places that are open at the destination. Just to clarify unanswered questions to leave them at ease before the trip. During trips to the workplace or to school you use your phone purely as a medium to entertain oneself because the trip itself is one the user takes daily and therefore boring. They are on social media apps and news apps catching up on their daily reading. Successful apps are ones that can disappear and require as little attention as possible. Instagram manages to create a level of engagement because it focuses on the photos shared by others and the app itself disappears. The users focus is purely on the photos their friends posted. That needs to be the direction our app goes. We wish to promote movement. And only promote movement. How can we create an app that disappears from the users conscious but envites them to engage with it because it provides an interesting piece of information or something worth sharing with their friends. The app needs to be simple and allow little to no interaction. Allowing people to browse and like certain things but not need define to many parameters or interact with too many screens. The simpler the app the more likely it can succeed. How can we promote movement as well as create something that is worth sharing? Christian noticed that the reason instagram foursquare etc is so successful is because deep down everyone wants to show or display that they are active in their personal and professional lives. When someones on vacation they show their vacation photos, whilst people are in café's drinking something unordinary they share it. People want to have a reason to show they are doing something their counterparts are not. Or that they are somehow enjoying life a little more then their neighbour. We want to use this social phenomenon and create something attached to movement that should animate people to move more! More movement means more active people which ultimately means more business for M-Way.