Final project; Phase 2 - Define

We refined our Needs Analysis from Phase 1 through ethnography (observation of people in our daily life). Having reaffirmed our belief that customized mobile phone is the way to go, we went on to do In-depth interviews with 15 randomly selected respondents about their mobile phone usage.

We found out that different users have distinct usage and needs for mobile phone. What strikes us the most is that often times, social circumstances restricts/ affords only certain usage patterns e.g. National Servicemen in our conscripted army are not allow to bring in camera phone into military compounds. Hence, we decided that a customizable mobile phone for this user group is the way to go.

Based on this user group, we came out with our user personas, as well as the three levels of emotional appeals, and four-pleasure analysis of our advance user.

Here's our presentation for Phase 2:

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Class feedbacks
Feedbacks we got says that our target users are too varied and diverse. It's not a niche-enough group and that will increase difficulty in our product design to satisfy them; this despite our argument that our product is customizable and hence, able to cater to a larger group of users with different needs.

My reflection
In retrospect, I have to agree with the class that it is better if we are able to zoom in with a very clear focus on who we want to target, and then seek to maximize the user experience of this target group.

Final project; Phase 1 - Discover

Research and Proposal
For our final project of this module, we are required to identify the needs of people and come out with a product that is touted to cater to these specific needs and wow the people.

Ideally, we should be looking at niche groups with very specialized needs. The reason given is that it is better to satisfy one group thoroughly rather than try to cater to the masses and fail to satisfy any group at all (with all the groups being moderately satisfied only).

And we went about trying to identify these unfulfilled needs by observing people around us (kind of like ethnography, except that we did not know what we were looking for or where to start), and asking friends about what they are missing in their lives that they feel can be made better with a one-of-a-kind product/ service.

For a start, we found out that everybody wants to individualize themselves. There is an inherent need for people to stand out from the rest of the crowd, to express their own identity, to exert their presence as in individual, and to state who they are. This is evident in the myriads of clothing, hairstyles, accessories, bags, etc that people turn up in just for that few hours of lessons in school. Even people who simply throw on a pair of FBT shorts, tee-shirt and slippers are trying to express themselves (perhaps as nonchalant, or socially non-conforming?).

Paradoxically though, while they need to declare their individuality, there is also a need to be part of a group. This is perhaps better known as the individual-collective identity paradox in social psychology. This may probably explain why Mac users are individuals who wish to stand out from the majority of PCs users, but are closely bonded (almost cult-like) to other Mac users.

Having identified this need, we then attempt to seek out products/ services out available that are currently unable to satisfy this need. It was by chance that we realized that customized mobile phone might be just what we are looking for. We found out that people often have very distinct use for their mobile phone e.g. some people listen to MP3 on their mobile phones while others own an MP3 player instead. Besides usage, social circumstances also dictate their mobile phone needs e.g. national servicemen serving the country in military vocations are forbidden to bring camera-phones into camp to guard confidential information.

Hence, we propose that a customized mobile phone a la Dell computers may be the way to go for our project. Given the expertise of Dell Inc as a quintessential Internet company touting direct sales business model and build-to-order production, we hope to tape into Dell’s existing expertise, networks, and infrastructures to come out with the new product line.

Here's our presentation for Phase 1:

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Class feedbacks
The class is divided into 2 camps of thoughts generally about our idea. The first camp is excited about the prospects of our products as they feel that at times, they face difficulty choosing which mobile phones to buy, wishing that they are able to combine the best of all mobile phones and discard what they don’t need. Perhaps comparative advantage (in economics term) is what they are looking for.

The second camp is more sceptical about the idea and they raised rather valid points. The first point is that of technological possibility and patent-issues. Unlike the computer which uses standard parts/ components, mobile phones do not. Hence, it will increase the difficulty of us trying to emulate Dell’s model since it will be hard to source for suppliers of the components.

The second point is that of identity. While our product allows people to customize to suit their identity, our product has no identity of our own. Mr Reddy raised the analogy of a famous interior architect. While the architect will customize his/her designs based on the clients’ desires, he/she will have a signature style that attracts these clients in the first place.

My reflection
I very much agree with the comments given that there are issues that we need to iron out before we can say that our idea is feasible (at this point in time). I guess we will have to work on whether we want to carry on with our idea or discard it for an altogether new one.

Assignment 3; Design Probe

For this assignment, we are supposed to employ any of the user study methods taught and then propose solutions to improve the lecture learning experience.

To make sure that we get to practice most of the methods, we decided to use three methods instead of just one. Given that the scope of the topic is very broad, our aim of the user study methods is to get a broad perspective on the general problems or barriers to great lecture learning experience. Hence we did not restrict on particular lecture group, lecture module, etc.

User Study Methods Employed:
The three methods are 1.) Cultural Probe, 2.) Laddering, and 3.) Ethnography.
Our probe pack

Having identified many problems using the three methods, we then attempt to sieve out the common problems in all three of them.

Common Problems Identified:
The first common problem is that of the lecture theatre’s design.

The lecture theatres are generally too big for most classes, resulting in empty/ half-filled lectures. This emptiness may lead to a drop in temperature without the human warmth.

Students also like to sit at the last few rows of the lecture theatres, talking among themselves, distracting other students.

Some lecturers cannot be heard especially by students sitting at the back rows.

The space between the rows are also too narrow and restrictive for comfortable seating.

The second common problem is the lecturer factor.

The lecturing style, speech/language, nuances, and accents of the lecturer may affect the UX of learning in lecture theatres.

The lack of “Crowd control” by the lecturers may also reduce the UX of students who genuinely want to attend the lectures.

Appropriate pauses for questions/taking down notes were not given and this may reduce the UX of learning as well.

Lastly, the lack of personal grooming by the lecturers may also affect the UX of learning in lecture theatres.

The third common problem is the student factor.

Generally, students lack proper time management to maintain sufficient time for sleeping and eating (especially breakfast).

Many students are also affected by their fellow students’ improper behaviors and attitudes during/ towards lectures.

Proposed Solutions:
We propose that lecture timing should not coincide with peak hours (office hours) as this may indirectly affect the travelling to/ fro campus for lectures. Back-to-back lecture timing should also be avoided.

On the students part, we propose that they need to manage their time better to have enough rest. A positive attitude towards learning is also required.

Most importantly, students need to be sensitive and considerate to other students who are attending the lectures by not talking, eating, or doing anything disruptive to the lecture.

Changes to the design of the lecture theatres will also improve the UX of learning in them.

We propose seminar style teaching with maximum capacity of 30 students per class. This will essentially eliminates the problem of empty lecture theatres, cold temperatures, and the lecturer not being heard.

The smaller class will also allow the lecturer to perform better crowd control.

Regular maintenance of the projectors and sound systems is also required.

Lastly, we also propose some solutions for the lecturers.

Lecturers should improve their lecturing style by being less monotonous and not read from the slides. Accented English is acceptable as long as it is comprehensible.

Proper crowd control should be carried out by lecturers to maintain the level of UX in learning for most students.

The lecturers should also give the students sufficient time to take down notes and/ or process the information delivered.

Good personal grooming by the lecturers will also aid in improving the overall UX of learning in lecture theatres.

My Reflection
User experience varies greatly between individuals. Even with extensive studies on users, it will be difficult to identify what creates positive experience.

I guess one good way to start is by observing the daily happenings, the social norms and cultural practices. Once we've identified these events, we can go on to interview the people to probe deeper into why these events create positive experience for them.

After doing this assignment, I suggest that perhaps researchers can start with cultural probe and/or ethnography. With a better understanding of the situations, then we may move on to laddering to probe deeper. This will kind of answer my previous question on how to ask the 'correct' questions for laddering to work too. The basic understanding of the users will allow the researcher to formulate appropriate questions to ask in laddering.

And here's our Presentation Slide

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