VIRTUAL REALITY IN EDUCATION Optimizing communication for Artifact Game Solutions towards new clients Project 1 www.ags.fynsk-design.dk https://youtu.be/249JZ4F7J1A https://github.com/antraxen/Projekt_1
Group 5 Asa Lara Thorisdottir INT. Johny Do INT. Jacob Møller Andersen AD. Camilla Sylvester Tofte Hansen INT.
21.february 2018 Erhvervsakademiet Lillebælt MMD - Odense Vejleder: Karen Malene Andreasen 19.411 characters(w. spaces)
Table of content
Executive Summary................................................................ 3 Introduction............................................................................. 4 Statement of intent................................................................. 5 Methods..................................................................................... 6 Field research.........................................................................................................6 Desk research........................................................................................................6 Swot......................................................................................................................6 Persona.......................................................................................................................... 6 Scenario.................................................................................................................6 Quantitative...........................................................................................................6 Design thinking......................................................................................................6 Stakeholder map....................................................................................................6 Risk analysis................................................................................................................... 6 Content strategy....................................................................................................6 Design process methods........................................................................................7
Delimitation.............................................................................. 8 Analysis...................................................................................... 9 Project criteria........................................................................................................9 Observing and collecting data..............................................................................10 Defining the intent...............................................................................................11
Conclusion............................................................................... 13 References............................................................................... 14 Attachments........................................................................... 16
Virtual reality in education Executive summary The main purpose of this task, is to deliver a campaign site addressed to a potential target group. The client in this task is Artifact Game Solutions, which is a multimedia company who specializes in Virtual Reality. Besides that, we also had to make a presentation video and two multimedia products. We made a new business card and a poster. The client mentioned that they were not satisfied with their current logo so we made a new logo proposal for them with a logo design guide. We made a quantitative survey, to find our target group, for teachers and pedagogues to find out whether they would be interested in using Virtual Reality in their teaching lessons or not. It was 50/50 who wanted to use VR in their classrooms, but also some of the questions we asked, was to find out if they know about VR and its opportunities. 31 % answered no, but at the same time 87 % answered that children who is academically challenged would benefit from VR as a part of teaching. 62 % says that it would benefit children with their understanding of a subject to see it visually. The problem is that the target group doesn’t know about the opportunities of VR and how to use it. Which is why our campaign site for Artifact Game Solutions, has to inform the target group about this. Please look at our presentation video for more information https://youtu.be/249JZ4F7J1A
Asa Lara Thorisdottir asax0075@edu.eal.dk
Camilla Sylvester Tofte Hansen cami427j@edu.eal.dk
Johny Do John2342@edu.eal.dk
Jacob Møller Andreasen jacob.m.andreasen@gmail.com
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Introduction As we know, the internet only gets bigger and bigger for each day. The same goes for online gaming, Wii, PlayStations, Xbox etc. and we know that children spend a lot of time in front of some sort of gaming device. Everything is getting virtualized in some way, and that’s why we thought about VR in education. From our own experiences, we know that teachers use Smartboards and sometimes show a movie or use YouTube to show a visual example teaching. But why aren’t they using more virtual platforms to make the teaching more identifiable to the kids? Is it because that no one has thought about this before, is it too expensive or is it simply because no teacher is getting educated or taking a course to learn this? We all like the idea of evolving and we have done this since the beginning of earth. So why hasn’t teaching evolved as much?
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Statement of intent Is there any opportunity for Artifact Game Solution to get new clients from the education sector? 1.
How should their campaign site appeal for that type of clients?
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Methods Field research
Design Thinking
We have used the field research when we made a survey for teachers. We also used this method when we wrote to different teachers/schools to hear about their opinion on using Virtual Reality in their teaching and if they think it could benefit the children.
We have used Design Thinking(4) as a help to do our work. This method has helped us to solve problems and find solutions for our client. We have used this method to create our outcomes that benefit the end user. It has also been a help to keep us on the right work-related track.
Desk research
Scrum
We have used the desk research to make research on already existing data. In this case, we used it when we read about VR, looked at YouTube for videos of VR used as teaching for children etc. But also when we read about the company, Artifact Game Solutions, to fully understand what they stand for and to know the companies history.
We have used Scrum so that our teamwork always would work and be good. Also so that we could get things done in time, and so we all could keep an eye on who does what, what needs to be done, what needs a review and what’s done etc.
SWOT analysis
Stakeholder map
We have used the Content SWOT analysis(1) to set the scene and find what elements to put emphasize on. We have analysed strengths, weaknesses, opportunities and threats. This is so the company can make plans in the future and in the same time, try to eliminate its possibly threats.
We have made a stakeholder map(5) to get an overview on the Artifact Game Solution as a company. But also, to see who plays which role, how big a role and how close this specific role is to the company.
Persona We have made a persona(2) based on the answers from our survey. This is because we need an average user to keep us on the right track. The persona is an imaginary person, that helps us to make products that applies to the persona. The persona also helps us to understand the potential users of the product.
Scenario We have used the scenario(3) method to predict how certain types of users, in this case our persona, will interact with our campaign site in a given situation.
Quantitative We have used the quantitative method when we have made the survey. From the survey, we got a lot of “hard� data, which we used and analysed.
Risk analysis To be able to foresee any problems that may occure on the project we made a risk analysis(6). We summed up 10-15 mini and macro risks and how we should react as a group if these problems came up.
Content strategy In order to set the content strategy we thought about our purpos in this project and used SWOT analysis(1) to set the scene for our product. With the golden circle(7) we found out WHY we do what we do, HOW we are going to do it and last WHAT is the result. To be able to create great content for the campaign website we used the 5P approach wich is Premise, Promise, Picture, Proof and Push.
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Methods Design process
(8)
(8)
Wireframes and mockups(8) for the campaign website. We could define the information hierarchy of our design which made it easier to plan the layout of the web and work together.
Moodboard(9) for the whole project is extremely useful for establishing the aesthetic feel of a website. We read carefully through all the notes from the client and used information from our research to make the moodboard.
CRAP principles is what we kept in consideration when making all the products for the project. CRAP stands for, Contrast, Repetition, Alignment and Proximity. When creating a new logo for the client we used Gestalt principles. We wanted to play with the outlines of VR glasses and combine that image in some way with their name. After experimenting with several forms we could make the name and VR glasses into a single object by looking at proximity, similarity, continuity, closure and figure.
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Delimitation
Non money based
Money based relation
Internal
External
EAL Teachers
Artifact game solution
Project 1
Group members
Other groups
FAB LAB
(5)
The methods that we have used, allows us to stay on the right track. They also help us to think as designers, have a teamwork that lives up to our criterias, but also to make an analysis of Artifact Game Solutions as a company. For an example we used the stakeholder map(5) and the SWOT analysis(1) for this. Our methods has also helped us keeping a focus on our primary target group, which our persona(2) and scenario(3) has helped us with. The main reason for using all of these methods is to get a proper answer/solution on whether there is any opportunity for Artifact Game Solutions to get new clients from the education sector. But also to see if teachers would be willing to use VR as a supplement to their teaching. And also to hear their opinion about using VR in their lessons, and if they think academically challenged kids would benefit from this. Our biggest interest is although to find out if teachers would use VR in their teaching and if they think children would benefit from this. As a further topic we could have analysed, is that we could have asked the children, whether they like the idea, or not about the teachers using VR as a supplement to their teaching. In that way we could have got a bigger image on how both the teachers and the kids would benefit, or not, from this. Since there have been a holiday for the kids who goes to a state school, it hasn't been possible to explore this.
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Analysis
Project criteria
Artifact Game Solution (AGS) is a multimedia company started in the beginning of 2017. They specialize in making Virtual Reality (VR) for companies and organisations. Their main focus is on transforming learning, entertainment and information, into interactive experiences.
Our task is to optimize the clients communication towards potential customers. Through research and analyze find which target group could be a future potential market for Artifact Game Solutions. Our results should include a content strategy, content and visual identity for a campaign website for this business target. Our products must also reflect our decisions and suggestions to search engine optimization (SEO). In addition to making a campaign website we should make two multimedia productions of our own choice as part of the campaign strategy for the chosen target group.
We got additional information from the client at the kick-off meeting. At the moment they rely on mouth to mouth branding through their clients and exhibitions so it is important to establish a strong visual identity. The client is open to suggestions to a new logo and further developing their social media presence on Instagram and LinkedIN. The client likes clean and simple design without any decorations or “bling�. They want to be perceived as professional and trustworthy so our products must reflect that. They like the color in their current logo, red, white and black.
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Analysis
Observing and collecting data To get some data, and find a target group, we decided to do a quantitative survey, which we sent to teachers and pedagogus. The idea was to see if they know about Virtual Reality, and that you can use it as a teaching supplement and if they think that academically challenged children would benefit from this. Our survey reached 16 people. It was mostly women who answered, 75 %, and they were all in the age between 31 and 40.(10,11)
All this information was useful for us, so we could create a persona. Which we did. And it has helped us to always have an eye on our future users, their needs, goals and so on. The average user is the output of the survey, and ends up being our persona(2) and it has helped us making decisions that in the end would benefit our potential users. From this results we also made a scenario which in this case was a situation where our persona wishes to help children who are academically challenged She thinks that because of the children's already existing
About 87 % answered that they do know about VR and only 12 % answered no.(12) We decided to ask the teachers what comes in mind when they hear the words Virtual Reality, and they all answered positively. To give an example, about 37 % answered that it sounds interesting and about 31 % on each answered that they think it’s the future and that they thought about video games.(13) All this gives us an idea that the persons from our survey are open minded towards Virtual Reality. When it gets kind of interesting is when we asked if they have heard about the opportunity of using VR as a teaching supplement. Only about 43 % answered yes and 31 % answered no, while 25 % answered “I don’t know”. (14) Which tells us that they do know about VR but that it’s only the half that know about using VR in teaching. We also asked a question regarding academically challenged children, and if they think they would benefit from using VR in teaching. About 87 % answered yes, and only about 12 % answered no(15). We then asked how they think it would benefit the children, and most answered that it would make them understand the subject better, just by seeing it visually(16).
(2)
interest for video games, that they would benefit from learning from the VR world. But she doesn’t know how it works and what the opportunities with VR is. We have used the scenario to see how our potential users will interact with our campaign site. In that way we were able to find out which information the content of the website should contain, which images on the site that would probably be appealing and so on.
The last question we asked was, if the teachers would use VR in their teaching. 50 % answered yes and 50 % answered “I don’t know”(17). This gives us an idea about that most of the teachers are open minded about this new way of teaching, but at the same time you could say that, the other half isn’t convinced about yet.
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Analysis
Defining the intent
Content strategy When forming a content strategy from our research we talked about finding our purpose. We made SWOT(1) analysis to set the scene and find what elements to put emphasize on. The strengths are that the clients are experts in Virtual Reality and have a good reputation regarding former projects and have good relationships with their clients. They perform outreach by mouth to mouth branding which gives them some awareness in the market, but that strategy is limited in the long run. There are many opportunities for AGS because the concept of Virtual Reality is a relatively new market. They
Weaknesses
Strenghts Clients are experts in Virtual Reality
Not specialists in pedagogy Not strong visual identity
Strong relationships with former clients
Not strong in social media
Good reputation in regards to former projects Good relationships/collaborations with potential competitors
Focus group hasn’t got decision making power to implement VR in the education field
Growing awareness from mouth to mouth branding
Opportunities
CONTENT SWOT
Create more marketing products to promote concept Create stronger visual identity with a new logo and business card Make stronger relationships with potential target group to create influencers to perform outreach
need to develop stronger relationships with the potential target group to create influencers to perform outreach. Teachers are great influencers because their passion is teaching and they believe in the power of education. In order to stand out in the market so potential clients know who they are, AGS needs to establish a stronger visual identity. That could be in the form of a logo and laying out a design branding guide for their identity. In that way they have better resources to make marketing products to promote their brand and concepts. The main weakness for this concept is that they are not specialists in pedagogy so they have to get outside resources involved to the project to make educational content in context with the curriculum. To implement Virtual Reality into teaching we need to get people on board who have decision making power in the education field. Our focus group mainly consists of teachers who really don’t have that kind of power though they have the power to be influencers to perform outreach on the market. As we said earlier, their visual identity is not strong and therefore a weakness but that is an opportunity in the making. Currently their presence in social media and awareness in the market is not strong but with a stronger visual identity that is easily turned into a strength.
Threats Competitors with a bigger market valuecould outsource them
Competitors could establish better relationships with influencers to further promote their concept Competitors could replicate their concept
VR in education is a new concept so they have can create a big value in the Danish market
(1)
The main threats are competitors who are not many at the moment but with a relatively undeveloped market that could change. The competitors they already have are larger in scale so they could replicate the concept, outsource them or establish better relationships with the influencers in the target group. On the other hand they have committed to having good relationship and collaborations with their current competitors so the threat is not of big value.
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Analysis
Defining the intent
Creating the content for the campaign web Now we have a good sense about what our strategy is and can move on to creating our content. We looked at what content AGS already has on their landing page as well as looking at other VR companies. We wanted the purpose of our content to be clear so we used the golden circle to define WHY we do what we do, HOW we do that and WHAT our results are.
Why we do it We believe that virtual reality in education can change lives. Learning more visually can help many children with academic difficulties. Virtual reality in education opens up a new dimension of learning possibilities and bridges a gap in educational evaluation. Learning becomes playing with our high quality virtual reality solutions.
How we do it We make high quality learning solutions tailored to the content of the curriculum. Our VR environment interacts with students and makes them more involved in the teaching. It makes the content of courses more vivid, students can experience by themselves and it makes it easier for them to understand and retain knowledge. Virtual reality in education can bring out the genius in every child.
What is our results We want to build a series of VR minigames tailored to the content in the curriculum. Imagine a block game where students must learn by moving blocks with numbers on them and putting them in the right position. Every time they complete a task, they move up one level and get
more challenging tasks. If they fail to complete the task they will have an option to get easier tasks or keep on trying with the current task. The program also provides a step by step guide to help them in the right direction.
Getting the organization involved Because AGS hasn't got a strong presence on social media it is important to involve everyone to create a lasting value for the company. As the company only exists of 6 members all members should be involved and motivated to create a wave of social media buzz. We have created a new logo(18) for them to enhance their visual identity. The logo symbols that they are in the VR market with the VR goggles imported into their brand name Artifact. The logo has some variants and we have provided a Design guide(19) which guides the usage of the logo. We have also provided them with additional multimedia products that can strengthen their visual identity on social media and with their mouth to mouth branding. The first one is a business card(20) with two options the client can choose from. The second one is a poster(21) for the concept campaign. With these products and our results the client can strategically start working on enhancing their visual identity on social media and hopefully approach potential clients.
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Conclusion
As a conclusion on our main question: “Is there any opportunity for Artifact Game Solution to get new clients from the education sector?” we can conclude that, yes, it is possible. Teachers seems to be open minded in learning new ways of teaching the kids in school. They actually thinks that it would benefit academically challenged children who needs to learn in different ways. The teachers from our Survey actually says, with 62 %, that they think it would benefit the children to see a given subject visually. The teachers also see Virtual Reality as fun, interesting and as the future. So why not start using it in teaching now, why wait? We concluded that if Artifact Game Solution has to appeal for our type of users, their campaign website also has to feel appealing towards the clients. Which is why we made a persona, to keep us on track and helps us to understand the potential user of the product. Which is also why that we decided to change some of the design to make the campaign site more targeted teachers/
schools and education. So we added some pictures of kids wearing VR glasses, a banner with a blackboard and a sketch drawn with chalk. And we we-wrote Artifact Game Solutions original texts and added new ones with a focus on the 5p approach, but we also decided to add a text that explains the idea of having VR as a teaching supplement. All this combined and we conclude that it is much more appealing towards our potential users. As a further study, it would be important to teach teachers in how to use VR, because the results from our survey also tells us that 31 % didn’t know that you are able to use VR as teaching. Also 25 % answered “I don’t know” to that question, so it seems like that people from our survey, do know about VR and what it is, but they don’t know the possibilities and that you actually can use it as a teaching supplement. But at the same time, the question is, are teachers and the world ready to put the books away and put on goggles instead?
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References Jysk analyse
http://jyskanalyse.dk/index.php/metoder/desk-research (visited 19/2/18)
Business dictionary
http://www.businessdictionary.com/definition/field-research.html (visited 19/2/18)
Erhvervssparring
http://www.erhvervssparring.dk/vaerktojer/swot-analyse/ (visited 19/2/18)
Kommunikationsforum
http://www.kommunikationsforum.dk/artikler/guide-til-udvikling-af-personaer (visited 19/2/18)
Den store Danse
http://denstoredanske.dk/Samfund,_jura_og_politik/Sociologi/Sociologisk_metodologi/kvantitative_metoder (visited 19/2/18)
Creativty at work
https://www.creativityatwork.com/design-thinking-strategy-for-innovation/ (visited 19/2/18)
Search software quality
http://searchsoftwarequality.techtarget.com/definition/Scrum (visited 19/2/18)
Web Designerdepot
https://www.webdesignerdepot.com/2015/04/how-to-perfect-your-ux-with-persona-scenarios/ (visited 19/2/18)
Mind tools
https://www.mindtools.com/pages/article/newPPM_07.htm (visited 19/2/18)
How design
http://www.howdesign.com/resources-education/online-design-courses-education/gestalt-theory-typography-design-principles/ (visited 14/2/18)
The guardian
https://www.theguardian.com/technology/2015/nov/03/oculus-vr-founder-classrooms-are-broken (visited 20/2/18)
VR in education (2016) https://www.youtube.com/watch?v=EXYzj6qwCCk (visited 13/2-18)
This is Real - Immersive VR Education (2016)
https://www.youtube.com/watch?v=hrpytToK67E (visited 13/2-18)
Education in the Future: VR and AR (2016)
https://www.youtube.com/watch?v=etn2zCa7n40 (visited 13/2-18)
Virtual Reality in Education - Marin County, CA (2016) https://www.youtube.com/watch?v=I8nowFLi5r0 (visited 13/2-18)
Virtual Reality In The Classroom | foundry10 (2016) https://www.youtube.com/watch?v=RaPnOCe1DaU (visited 13/2-18)
Den fynske spilfabrik
http://denfynskespilfabrik.dk/da/om/blog/laekker-vr-og-sunde-e-sportsvaner (13/2-18)
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Viking museet ladby http://www.vikingemuseetladby.dk/planlaeg-besoeg/kalender/2017/virtual-reality-vi-smeder-vikingesvaerd/ (13/2-18)
Fyens.dk (2017)
https://www.fyens.dk/modules/mobile/article?articleid=3166468 (13/2-18)
Lasso.dk (2017)
https://lasso.dk/firmaer/38435345/artifact-game-solutions-ivs-stiftet-pr-22022017/Q1ZSLTEtMzg0MzUzNDV8NC4x (13/2-18)
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References Upload VR (2016) https://uploadvr.com/chinese-vr-education-study/ 19/2 - 18)
Upload VR Case study (2016) https://cdn.uploadvr.com/wp-content/uploads/2016/11/A-Case-Study-The-Impact-of-VR-on-Academic-Performance_20161125.pdf (19/2 - 18 )
Proff
https://www.proff.dk/firma/artifact-game-solutions-ivs/%C3%A5rslev/-/50291027-0/ (13/2-18)
Linkedin https://www.linkedin.com/company/artifactgamesolutions (13/2-18)
Artifact game solution facebook page https://www.facebook.com/artifactgamesolutions/ (13/2-18)
Artifact game solution instagram page https://www.instagram.com/artifactgamesolutions/?hl=da (13/2-18)
Appreal-VR blog https://appreal-vr.com/blog/10-virtual-reality-business-opportunities/ (13/2-18)
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Empactlabs http://empactlabs.co/2018-vr-trends/ (13/2-18)
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http://virtualrealityforeducation.com (13/2-18) http://virtualrealityforeducation.com/virtual-reality-research/ (13/2-18) http://virtualrealityforeducation.com/resources/getting-started-vr-classroom/ (13/2-18)
Immersive education
http://immersivevreducation.com (13/2-18)
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Attachments 1. Weaknesses
Strenghts Clients are experts in Virtual Reality
Not specialists in pedagogy Not strong visual identity
Strong relationships with former clients
Not strong in social media
Good reputation in regards to former projects Good relationships/collaborations with potential competitors
Focus group hasn’t got decision making power to implement VR in the education field
Growing awareness from mouth to mouth branding
Opportunities
CONTENT SWOT
Create more marketing products to promote concept Create stronger visual identity with a new logo and business card Make stronger relationships with potential target group to create influencers to perform outreach
Threats Competitors with a bigger market valuecould outsource them
Competitors could establish better relationships with influencers to further promote their concept Competitors could replicate their concept
VR in education is a new concept so they have can create a big value in the Danish market
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Attachments 2.
17
Attachments 3.
4.
18
Attachments 5.
Non money based
Money based relation
Internal
External
EAL Teachers
Artifact game solution
Project 1
Group members
Other groups
FAB LAB
6.
19
Attachments 6. continued
20
Attachments 7.
21
Attachments 8.
22
Attachments 9.
10.
11.
23
Attachments
12.
13.
24
Attachments 14.
15.
25
Attachments 16.
17.
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Attachments
18.
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Attachments 19. Full guide in pdf handen in as additional materal nr.3 20. Pdf file handen in as additional materal nr.2
g a m e
s o l u t i o n s
JOHN DOE
JOHN DOE
+45 XXXX XXXX
+45 XXXX XXXX
example@artifactgamesolution.com
example@artifactgamesolution.com
www.artifactgamesolution.com
www.artifactgamesolution.com
FOUNDER
FOUNDER
g a m e
s o l u t i o n s
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Attachments 21. Poster in pdf handen in as additional materal nr.3
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