BANKING GROUP Wan-ching, Alan, Brian, Chaoran
IDEAL EXPERIENCES OF MONEY TRANSFER WE ARE EMPATHETIC
I WANT INTERACTION
MY TIME IS VALUABLE
IT FEELS ENJOYABLE I FEEL IN CONTROL
I AM CAREFUL WE ARE ACCESSIBLE I CAN DO IT ANYWHERE & ANYTIME IT IS COMPATIBLE
I WANT TO BE EDUCATED
CONTENT 04 06 07 08 12 14
GROUP MEMBERS PROJECT BACKGROUND CONTEXTUAL RESEARCH RESEARCH PROCESS OVERVIEW PROBLEMS & OPPORTUNITIES CHALLENGES & DESIRES ANYWHERE AND ANYTIME TRUST EFFICIENT ACCESSIBLE SAFE EASY INTELLIGENT
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30 KEY INSIGHTS FRAMEWORKS MONEY TRANSFER IS ADAPTABLE & RELIABLE WE ARE EMPATHETIC IT IS PART OF MY DAILY LIFE I WANT INTERACTION MY TIME IS VALUABLE IT FEELS ENJOYABLE IT IS FRIENDLY WE ARE SAFE I CAN TRUST IT IT SHOULD BE PRIVATE I FEEL IN CONTROL I AM CAREFUL WE ARE ACCESSIBLE I CAN DO IT ANYWHERE & ANYTIME IT IS USEFUL IT IS COMPATIBLE IT IS INTELLEGENT I WANT TO BE EDUCATED
62 REFERENCES 3
Group members
GROUP MEMBERS Our group members include majors from industrial design, design managment and design for sustainability. The team’s industrial design and economics backgrounds, combined with techniques learned from contextual research to support the primary research.
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Alan Liu
Currently pursuing an M.F.A. in Design Management, Savannah College of Art and Design yulliu22@student.scad.edu
Brian Bi
Currently pursuing an M.A. in Industrial Design, Savannah College of Art and Design rongbi20@student.scad.edu
Chaoran Wang
Currently pursuing an M.A. in Industrial Design, Savannah College of Art and Design chwang33@student.scad.edu
Wan-Ching Yang
Currently pursuing an M.F.A. in Design for Sustainability, Savannah College of Art and Design wayang20@student.scad.edu
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Project background
PROJECT BACKGROUND AIM TO DISCOVER THE UNARTICULATED NEEDS IN BANKING AND MONEY TRANSFERRING Through contextual research methods, we explore problems in the modern banking system and e-wallet. We think the banking system is an important part of our life but are often ignored. People are using their money every
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day, to pay bills, transfer money, or deposit checks. However, in daily use of the banking system we always have to understand the problems that are caused by banks, such as awful telephone services, long wait times or complex apps or websites.
Most people just try to stand it, but we want to know exactly which parts have problems. During this contextual research, we observed physical banks, ATMs, and conducted interviews with 16 people, including students and professionals.
We also collected more than 300 research questionnaires about our topic. Finally, we affinitized almost 800 data points to get the insight of our data.
CONTEXTUAL RESEARCH Contextual research is a branch of ethnography. It is a series of methodologies that guide researchers to build empathy, obtain qualitative data and uncover insights within a specific context. There are four stages in contextual research, which includes data collection, data analysis, framework and storytelling. It helps us build a clear structure for conducting research and getting qualitative data from the target user. We also applied some research methods into the project, such as interview in data collection. We uncovered some insights during the data analysis. After this we built the framework to explain the connection of insights and the hierarchy of them. Finally we used storytelling to help people understand the framework.
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Research process
RESEARCH PROCESS 1
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To deeply document users’ behaviors from various situations, we executed pure observation and participant observation to uncover how users operated ATMs, were served in physical banks, and interacted with online bank apps & third-party payment systems. Moreover, we were eager to know how they felt and what potential problems they encountered during the money transfer process.
To dig into user experience, we interviewed users for their current experience and their pain points during the money transfer process. We would listened interviewees’ stories and their interaction with the current system. It was not only focused on tangible questions, but also reached futureoriented and heart-based questions.
. OBSERVE
DOCUMENT USER BEHAVIOR
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. INTERVIEW
LISTEN TO USER STORIES
Through execution of various contextual research methods, we gathered, analyzed, and reported a lot of quantitative and qualitative user research data. We care greatly about our users’ needs and their feelings. Our core inquiry involved users’ lives and triggered truly emotional responses. Therefore, our vision was to keep empathy and develop human-centric systems to shape our banking future.
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We created a physical Culture Probe to collect data on the street and capture people’s real thoughts. The appearance of Culture Probe represented our design research purpose and engaged people. We clearly understood what channels people use more, which channels they prefer to use, and why they trust those channels, through the culture probe process. It was an efficient way to listen to the user’s real voice about current or ideal money transfer experience.
Through the Sensory Cue kit workshop, we discovered the user potential needs and desires. Every sensory cue had meaningful extrapolation and could be in various forms such as visual, auditory, haptic, olfactory, and environmental cues. Sensory cues could be touchpoints between system and users. As participants unconsciously perceived those cues, the cues triggered participants to recall their story about cues or indepth feeling. We distilled perceptual value from their reaction.
. ENGAGE
COLLECT USER VOICE
. PERCEIVE
EXTRACT USER PERCEPTION
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Research process
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All of information we collected were coded via the process of Affinitizing. High frequency codes were analyzed to identify themes. Through the process, we integrated the problems and experiences into user internal voices and analyzed user voices deeply and comprehensively.
Based on our data analysis, comprehensive integration navigated our data’s properties and the dimensions. During the process of the constant comparative analysis, we linked the related categories together or rebuilt connection, and created a framework to organize all of the key insights.
. AFFINITIZE
IDENTIFY KEY INSIGHTS
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. SYNTHESIZE
CREATE A FRAMEWORK
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To think like the user, we used a storyline technique to translate users’ voices we heard or suggested solutions by users. The stories represent the ideal money transfer experience in the future and will help a design team easily understand the various situations. The framework clearly shows the importance of the key insights and the relationships between each other.
We sought potential opportunities in different regions and looked for collaborative partners in the future.
. TRANSLATE
DEVELOP NEW STORIES
. AIM
IDENTIFY TARGET REGIONS
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Participants overview
WHO SHARED WITH US age, gender, nationality, occupation
Walter
28, Male U.S.A. Construction Project Manager
Asawer 29, Female Saudi Arabia Student
Jennifer Lin
28, Female Taiwan Furniture designer
Su
James
25, Male Taiwan Student
Cozette Mashue 64, Female U.S.A. Missionary
27, Male Taiwan Artist
Alex Folgsman 29, Male U.S.A. Student
OVERVIEW STATISTICS
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Rina Strydom 26, Female South Africa Artist
Fred
Jessy
20, Male U.S.A. Student
20, Female U.S.A. Student
David Lamm 25, Male U.S.A. Student
Yuxin Miao
24, Female China Student
Dafei
Jugal
24, Male China Student
26, Male India Programmer
Zeren Jin 23, Male China Student
Cissy Li 23, Female China Student
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problems & opportunities
PROBLEMS &
OPPORTUNITIES We elicit the key issues and desired future through research by getting firsthand information and understanding the meaning and connections behind them that information.
ISSUE
ANYWHERE AND ANYTIME
CHALLENGES
16 Conflict between bank protection and user needs
DESIRES
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Provide instant services
17 Prevent unnecessary limitations 14
TRUST
EFFICIENT
ACCESSIBLE
18 No warranty of safety
20 Complex process in physical bank
22 Not close to the money transfer system
19 Adjust the position of ATM
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19 Provide transparent information
Provide separate zones for 23 Provide moveable different business ATM
21 Provide advanced technology for business
SAFE
EASY
INTELLIGENT
24 Tangible feeling
26 Complex steps
28 Useless reminder
25 Provide more interactions during service process
27 Provide convenient tool for splitting money
29 Provide intelligent reminders
25 Prevent that everything is digital
29 Prevent that everything is digital
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problems & opportunities
CHALLENGES & DESIRES – ANYWHERE AND ANYTIME
CHALLENGE TODAY
Bank locks my accounts when I am travelling and I can’t make payment, so we turn to paypal and venmo.
CONFLICT BETWEEN BANK PROTECTION AND USER NEEDS In terms of the perspective of bank, it may be safe for users to protect their money, but it is inconvenient when users want to use their money from the bank and they have to call the bank for unlocking. However, they switch to use venmo or paypal which are very free to use.
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IDEAL EXPERIENCE
I hope I can transfer money anywhere and anytime, even if when I am driving.
PROVIDE INSTANT SERVICES PROVIDE INSTANT SERVICES The service should be provided instantly when I need it, so I don’t have to switch different platforms to transfer money. It can adapt any situation that I face if I want to transfer money.
PREVENT UNNECESSARY LIMITATIONS We don’t understand why there are some limitations on times of transferring money and if I have a weekend trip, it should not limit me to use my money. 17
problems & opportunities
CHALLENGES & DESIRES – TRUST
CHALLENGE TODAY All financial crises are from bank, the position of ATMs are not secure and third parties also present security problems, such as the private information disclosure.
NO WARRANTY OF SAFETY Different channels have different security problems. Although there are many protections, I also worry about safety. I don’t trust them because there is no warranty for my money.
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IDEAL EXPERIENCE
I hope I can totally trust money transfer systems and I know any details of my money.
ADJUST THE POSITION OF ATM
PROVIDE TRANSPARENT INFORMATION
ATM should be placed in a very safe area, which can provide me a sense of safety.
I need a platform where only I can see the details of my money, including status of transferring and history record with timeline.
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problems & opportunities
CHALLENGES & DESIRES – EFFICIENT
CHALLENGE TODAY It feels overwhelming and timeconsuming to finish tasks in a physical bank. For example, banks require a lot of materials to open a new account.
COMPLEX PROCESS IN PHYSICAL BANK It is very complex to conduct business in a physical bank, which requires a lot of steps and time. Sometimes, it is unecessary to follow the fixed process, which can be a waste of time.
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IDEAL EXPERIENCE
I hope process of banking or transferring money can be simplified and it will save a lot of time for me.
PROVIDE SEPARATE ZONES FOR DIFFERENT BUSINESS
PROVIDE ADVANCED TECHNOLOGY FOR BUSINESS
Business classification and the time cost of each task should be clearly communicated. I can arrange my schedule easily in this way and will increase the efficiency of both banking system and customers.
Simple work can be done using new technology for saving time and labor.
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problems & opportunities
CHALLENGES & DESIRES – ACCESSIBLE
CHALLENGE TODAY
I have to walk three blocks to use ATM for transferring money or depositing check, which is very inconvenient.
NOT CLOSE TO THE MONEY TRANSFER SYSTEM It is inconvenient for people to find an ATM or physical bank when they want to use it if there is not one near them
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I hope ATM or other banking systems can be more close to my home, so i can make business easily and quickly.
IDEAL EXPERIENCE
PROVIDE MOVEABLE ATM I think an ATM should be moved automatically and when people need it, it can come to you immediately. It can fit everyone’s preferences and make the whole process accessible. 23
problems & opportunities
CHALLENGES & DESIRES – SAFE
CHALLENGE TODAY
I feel safe and less speculation when I am in a physical bank because of physical things, human interaction and a lot of materials are required.
TANGIBLE FEELING I prefer physical things which can offer me the feeling of touch. I like communicating with humans in a physical bank, not a machine.
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I hope I can touch physical things in the future of money transfer, no matter what the form is, it makes me feel real and safe.
IDEAL EXPERIENCE
PROVIDE MORE INTERACTION DURING SERVICE PROCESS Both human interaction and interaction with environment and objects should be improved, so that I can feel safer.
PREVENT THAT EVERYTHING IS DIGITAL It will damage my perception of safety when it comes to money. I worry about the information disclosure and that my account can be hacked.
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problems & opportunities
CHALLENGES & DESIRES – EASY
CHALLENGE TODAY
Splitting money is a very troublesome work to do when there are group dinners. I need to calculate first and then send the message to everyone else, and they send money to me.
COMPLEX STEPS The whole process is complicated for me in terms of this activity.
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I hope splitting money is an easy and quick process, which only costs several seconds.
IDEAL EXPERIENCE
PROVIDE CONVENIENT TOOLS FOR SPLITTING MONEY The tool should be simple, accessible and operated quickly, which can save time for people.
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problems & opportunities
CHALLENGES & DESIRES – INTELLIGENT
CHALLENGE TODAY
I always lose perception about spending money and some other financial activities, but current tools can not remind me of awareness of this.
USELESS REMINDER There are some functions in online bank and e-wallet that show some records of money transfer, but it reminds me only when I reach my account limit.
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I hope I can have a intelligent reminder that can remind me of planning how to spend money and also we can discuss with any financial decision.
PROVIDE INTELLIGENT REMINDER
PREVENT THAT EVERYTHING IS DIGITAL
Intelligent reminders should be provided for me during the digital age, because I always forget to check my financial status and do not know how to manage my account. It will help me a lot.
It will damage my perception of safety when it comes to money. I worry about the information disclosure and that my account can be hacked.
IDEAL EXPERIENCE
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Key insight
KEY INSIGHTS
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THE IDEAL MONEY TRANSFER EXPERIENCE IS...
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Key insight
Framework
THE IDEAL EXPERIENCE OF MONEY TRANSFER Money transfer is adaptable because it addresses all my needs and secures my personal information anytime, anywhere.
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Money transfer systems Users
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Money transfer is Adaptable & reliable The majority of people propose that the current money transfer system is not really close to what they need and they are concerned when they select channels to transfer money. For example, interaction between the system and them, credibility, and immediate supports from the system.
empathetic, and accessible. In addition, users can entirely trust the system and interact with the system anytime, anywhere in their daily life. The intelligent functions complement the adaptability of the system to create an enjoyable value moment for users and make them believe that the process is controllable and private.
The money transfer system is adaptable because it is addresses what users need and secures users’ personal information anytime, anywhere. Moreover, it comprehensively solves users’ problems and has empathy toward every user to make sure that the money transfer service is safe,
Overall, the core system is adapts to every segment and also connects with each segment to build trust with users. It is a customized tool that suits anyone who can solve any problem comfortably during the money transfer process. The system can help people have the ideal experience of money transfer. 33
Key insight
We are empathetic The system should have empathy toward users and should consider things from consumers’ perspective. Moreover, the system should provide a simple, friendly, and transcending view of money transfer and more human-centered design to capture users’ feelings. Our system should not only create a clear interface or platform, but attach positive images, happy sounds, or other perceptions.
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Key insight
It is part of my daily life Money transfer is a part of my life like a friend stay around me.
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A NEW FRIEND
THE FEELING OF HOME
The system should be a “Friend” and stay with users all the time because it would be closely connected to every part of a user’s life such as salary, shopping, transportation, entertainment, bills, and transferring money to friends. Moreover, the system’s function should be helpful, immediate, comprehensive, and empathetic so that users would be eager to use the system and feel loyal to it.
The system should be dependable and inspire a feeling of warmth so that users experience the feeling of home. The system should be a huge community and treat users like family. In addition, building trust and credibility is one of the crucial elements to shape the feeling of home. Therefore, the system should offer customized services and comfortable interface to users.
The system should be positive and create a relaxing atmosphere. The images or languages should trigger users to use it when they have needs and shouldn’t stress users out. Users would feel relaxed when they use various functions on the system.
RELAXING ATMOSPHERE
One of the users’ ideal money transfer experience is to eliminate various limitations such as quantity of money transfer, different regional limitation, and even transaction fee so the system should be easier and more convenient to use for users such as unlimited quantity of money transfer, globally integrated regulation or system, and money transfer without extra fees. Moreover, the system also would automatically calculate and quickly split money and send to friends.
ELIMINATE LIMITATIONS
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Key insight
I like face to face interaction or phone call service because they make me feel friendly and helpful.
I want interaction
FACE TO FACE TANGIBLE SERVICE (CONVERSATION) The system should care and interact with users rather than interrupt users’ lives. Users would interact with system effortlessly. Moreover, the system should build friendly communication with users and show official, professional images and a sense of responsibility. 38
GET CASH AND CHECKS Users believe that they currently still need cash sometimes so the system should offer cash and checks efficiently. Furthermore, some users also propose that they prefer using cash rather than a digital wallet or online bank because it is more tangible and reliable. Therefore, the system also should convey a feeling of satisfaction for users.
FINANCIAL CONSULTING ADVISING The system should offer financial consulting advising and investment advising for users. In addition, the system should help businesses to analyze financial issues.
My time is valuable The system should minimize the process time and offer some enjoyable features during waiting time to make it interesting. It should make the time spent on the system feel more worthwhile.
It feels enjoyable The system should offer an attractive platform and create an enjoyable atmosphere, which would be feel like the users’ home including free coffee, chocolate, wifi hotpot, beds, cats, pillows and cushions inside. In addition, comfortable texture and happy sounds would make users’ experience enjoyable. The interaction with the system would create pleasurable emotions. 39
Key insight
It is friendly The system should be a user-friendly platform which has an easily understood interface and intelligent interaction to clearly navigate users to what they want to operate. In addition, it should be equally friendly for disabled users and even different generation.
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Key insight
We are safe TANGIBLE ENVIRONMENT & TANGIBLE FEELING The banking experience should also create an environment of or a tangible sense of protection.
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COMMUNICABLE LANGUAGES The systems should provide different languages options including during real human interaction to make users from different areas feel safer with tackling banking issues.
SHOWING STATUS AND INFORMATION INSTANTLY The system should be quick enough not only to complete the tasks required but also clearly show the results and information for both money senders and receivers. Users can rest assured when they see the notifications of things are done and correct at the moment they press the “send” button.
PERSONAL IDENTITY CHECKS IN ONLINE SYSTEMS The system online should be able to check users’ identity and also confirm they are the one who wants to access to their own money. The methods of authorization should be not easily accessible for others who are not the user. The system should also keep user’s information very safe and prevent their identity from being stolen.
INDIRECT CONNECTION BETWEEN MONEY AND TRANSACTION The system should provide buffers between users’ money or wallet and the money transfer activities. Their money won’t be negatively impacted by their any transfer activity because the process structure helps reduce or prevent fraud. 43
Key insight
I can trust it My trust toward a banking system depends on my personal experience and reputation and safety should not be sacrificed for convenience.
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REDUCING CONTRADICTION BETWEEN TRUST AND CONVENIENCE The systems should enhance security and be trustworthy while also being convenient, especially with online banking. Users hope they won’t experience any fraud related to online banking.
EXPERIENCE AND REPUTATION The systems should maintain their customers experience and also the reputation of the banking channel because they are factors influencing users whether to trust a system or not.
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Key insight
It should be private The system and the process should be very private, and does not need to be fancy or entertaining. It should stay true to what it is supposed to do. I want my money transfer and banking experience to be personal.
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I feel in control I desire more controllability, such as more tangible feeling of expenditure and personal identity checks.
MORE TANGIBLE FEELING Users wonder if the spending experience with digital currency can give them a more tangible sense of controlling their spending. It won’t allow them lose track and the perception of the number of money they spent.
PERSONAL IDENTITY CHECKS Beside safety, the personal identity functions should make a user feel that he/she is the one in control of his/her identity.
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Key insight
I am careful I am cautious about banking. I am concerned about whether people are being around when I am banking, risk of carrying cash and risk diversification for own money protection.
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SENSITIVE ABOUT EXPOSURE The system should provide a safer environment or ways for users to cover or shield their personal information when they have to do banking activities in public.
RISK DIVERSIFICATION The system should provide structure for risk management or backup because I want to be prepared and reduce the unknown impact to the lowest level when possible.
CONSIDERATION FOR CASH The system should provide an environment or ways to decrease the risks of using and carrying cash for users.
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Key insight
We are accessible We hope the system can be accessible for everyone, no matter their age, so people can use it easily and quickly. The system should be compatible, so that platforms can be combined into one system and money transfer can be done efficiently. It should be just like money - acceptable anywhere. Some intelligent techniques should also help us to use the system, for example, touch ID or face ID can help us to log in without typing password.
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Key insight
I can do it Anywhere & anytime The system should be close to the place that I am in when I want to use it, which can avoid looking for it for a long time.
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MONEY FLOW We also can access any detail of our money flow when we want at any time, this also makes us feel safe and in control.
TRANSFER MONEY WITHOUT EFFORT The service should be provided in any scenario that I am in, and suit any activity that I do. For example, I can transfer money without effort when I am running and it won’t affect my activity.
INTELLIGENT LOCK The system should not lock our accounts, which will affect our using experience and mood. If it is locked, the system should remind us immediately, give us a proper explanation and solve the problems in time.
WITHDRAWAL OUT CASH FROM ONLINE SYSTEM The system should offer the service that we can withdrawal out cash from online system, which will help us deal with small problems in daily life, such as taking bus.
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Key insight
It is Efficient The system should make us waiting time valuable, because we usually don’t know what to do during the waiting time and it will waste time.
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SIMPLE AND CONCISE SYSTEM The steps of using the system are complex, the system should redesign it to be simple and quick. For example, if I want to transfer or split money with my friends, I only need to tell the name and the amount which will be good to improve efficiency. The technology is very developed now, which can access our information online. The system should simplify the required materials when we are making business like opening account.
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Key insight
It is useful Everything we get from the system should be useful, which I will not throw it away inadvertently. For example, the receipt from ATM is useless for me and there is just a trash bin besides it, and I will throw it away after using it.
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It is Compatible COMPATIBLE & CONSISTANCY The system should contain all business on one platform, which is very direct and simple. For example, I don’t need to go to ATM to activate card, but just in the bank. The system should also be consistent, which we don’t need to download another app to transfer money to my friend if we don’t have the same app.
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Key insight
It is intelligent
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AUTOMATIC LOGIN AND PROBLEM-SOLVING SYSTEM The developed technique is very good for logging in or out the account automatically, and if I forget my password, it will be helpful. It is safe when we forget to log out, and the technique will help us log out to protect our money. However, the system should decrease the rate of error that we can’t solve it immediately and will be confused.
FRIENDLY REMINDER The system should provide the service of reminding of the money flow, which can help me to manage my account. We also want new technologies to help us to know where and when I transfer money and who I send it to. This will help me control my money better.
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Key insight
I want to be educated The system should provide the service that teaching us how to manage our accounts and financial products, because we always do not know about the system and we want to know more and be more controllable about our own accounts.
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