Trend Forecasting Project

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anna

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Atm + PlayStation

Perfect way to pass time at bus stations and meet other people.



Wanna Wait is a new service provided by ATM with the sponsorship of Sony Playstation Eye Toy. It is a new way to wait at bus stops. It lets users pass time and enjoy at the same time by playing simple and funny game with people near you or on the other stops.

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index \ trends

\ scenario alternatives

\ mindmap \ nice to hit you, anonymous socialising, sharingology SMS (short messaging on streets), God line

\ city peel-a-boo \ download station \ urban art forum

\ scenario building

\ product service system

\ voice dispenser, “alone” won’t do, pronto preghiera

\ touchpoint \ bus stop \ games \ ticket vending machine \ ticket office \ website \ communication \ postcards \ logo \ service blueprint \ values & benefits

\ selected scenario \ mindmap \ moodboard \ vision \ motivation \ innovation

\ company perspective \ motivation \ ATM, mission, vision, values, activities, positioning, SWOT analysis \ competitors \ PlayStation Eye Toy, mission, vision

\ user perspective \ users \ personas \ storyboard \ customer journey map \ use cases

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\ credits



trends



mindmap means of transport

holiday shopping

class mates collegues

asking informations waiting spaces

family friends

meeting people

relations school parties sports hobbies music disco happiness entertainment

socializing

internet

food cooking

indirect communication

chat social network

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virtual interaction

dinner cocktails

aperitivo


trends \ nice to hit you In a world where... technology drives people towards easy but cool communication, the importance of real and tangible meeting makes us invente tricks to force people socialize. Jacket to get contact with people Groups: Not Ready - Lauri Kerola

\ anonymous socialising In a world where... people can’t live without technological devices and easy solutions to get in touch, it’s even possible to talk and interact with people that you don’t know and could also never see or meet in the future. Game on airplane Group. Not Ready - Giuseppe Farina

Bluetooth connection Group. Not Ready - Giuseppe Farina


\ sharingology In a world where... economic and sustainable problem are spreading very fast, the trend of sharing and cooperation is very up-to-date, as a way to improve the world but also the way of living. Do you remember‌? (Share memories) Group: Broom Sticks - Federico Grassi

Sharingology Group: Not Ready - Maria Lo Bello

\ SMS (social messaging on streets) In a world where... people wants to launch messages throughout the city, to everybody; streets, walls, transports are the best means of diffusion of messages. Emoticon Car Group: Broom Sticks - Federico Grassi

Car message sign Group: Extraneus - Zhao Liyue

\ God line In a world where... people forget the real value of socialising and feel more and more alone, it’s spreading the importance of hope and belief in better way of life. Prayer box NY Group: Not Ready - Maria Lo Bello

On-line prayers Group: Not Ready - Maria Lo Bello

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o i r a n sce

building



Some of the previous ideas developed around the socialising trends.

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r e s n e p s i voice d Installation of a device which peps up with common phrases or questions in public spaces breaking the silence and evading the coldness of socializing. A sound dispenser which speaks a phrase during silence and make people initiate conversation mainly in waiting places like waiting room at surgeries or dentists.


“alone” won’t do Products and Services where someone’s company is needed for use. Objects which will impel one to ask someone to use and enjoy.

pronto preghiera Vending machines dispensing kits for every religion that lets you pray wherever and whenever.

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selected scenario



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The selected scenario is developed around a mix of “anonymous socialising” and “forced socialising” trends.

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fun while waiting

interaction movement

no-where

non-verbal communication

games

means of transport spare time bus/tram

playfulness

asking informations

waiting spaces

anna

ait

...what about

city commutation

socializing

save time in late life style

home-work-home needing to connect

forced anonymous needing to sharing meeting strangers

mindmap

exchange of information ashing help shared common interest


mood board

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n o i s i v Bringing the character of ‘playfulness’ and ‘fun’ into our urban landscapes.

Invite people to socialize during their waiting time for public transport which is usually boring and spare time, by allowing them to play short games. In this manner making the urban landscape more interactive and bringing excitement to the spare time.


n u f e hav waiting when

late

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talk wi strangeth rs


motivation Recreation / Fun / Playfulness is a commonly shared interest among people supposedly reserved for only young people and experienced only in living rooms or a few amusement parks. The daily urban life is characterized by the boring and futile ‘waiting time’ which occupies people with the feeling of anticipation, thereby bringing worry and tensioning their daily routine. Living such a lifestyle kills the element of ‘playfulness’ from our daily life which when given an opportunity to be experienced will bring excitement amongst people. This ‘playfulness’ or ‘fun’ recognized as ‘Urban Fun’ is shared with people and is a silently observed Socialising Expression. Our project acknowledges this and builds up to provide a platform for this.


\ funny way to pass time \ enjoy the waiting time \ take a rest from the stress

\ \ \ \ pubblic transport is rich of waiting time

socialize interact with other people see other people meet other people

Wanna Wait

\ promote the use of pubblic transportation

The PSS provides customers with an opportunity to make an enjoyable use of their waiting time. The customer gets time to engage in short games against people near him or in other far away bus stops. From playing he can reap benefits in terms of free gifts in honor of his choice to use public transport and making the best and likable use of his spare time. In the meantime he’s unconsciously and indirectly socialising in an anonymous way.

n o i t a v o inn 30 31

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y n a p com perspective



motivation

sponsored by

\ ATM (Azienda Trasporti Milanesi S.p.A) \ widespread knowledge of the company \ its service is characterize by lots of waiting time \ domination of public trasportation in Milan \ quite bad reputation of the service \ Sony Playstation Eye Toy \ major and famous producer of games \ provider of already available technology \ good market reputation

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\ mission To provide integrated transport in terms of quality, safety and competitiveness, completely respecting the environment and keeping up with the continuous social and territorial mutations.

\ vision To make the use of public transport preferable to private transport, to improve the quality of journey by introducing more comfortable, faster means of transport, with new generation carriages and with the reconfiguration of the underground railway trains.

\ values \ The community’s quality of life. \ Professional growth of its employees. \ Ethics, Transparency and Loyalty in all activities. \ The continuous pursuit of excellence in its range of activities.


\ ATM activities Milan \ public transport in Milan and part of the Province \ the Radiobus service on demand \ accident insurance management \ management of parking areas and street parking \ car-sharing Other: \ providing technology to Copenhagen, Moscow and Athens transportation system \ research in technology, planning and models for local transportation

\ users

\ students

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\ tourists

\ employees

\ commuters


\ positioning

plain commutation

recreational commutation

meanigful use of spare time

waste of spare time

\ SWOT analysis s

w

- Major and sole carrier of public transportation.

- Reserved for regular card subscribers

- Strong way to enjoy the wasting time

- Pay per play

- Encouraging use of public transport

- Personal portable music players

- Make people pay for the subscription

- Crossword, sudoku and other portable play to pass time

o

- Only two people can play

t


competitors \ direct competitors Since ATM is the only company of public transportation in Milan, there aren’t direct competitors. \ indirect competitors As a company that provides a service of transportation, it’s possible to consider as indirect competitors other means of transports like taxi, service of car and bike sharing. \ existing solutions Considering the new produt-service system of Wanna Wait, there are many way to pass time by enjoying and relaxing at the same time: listening to music

crossword booklets

Ikea bus station

reading newspaper

sudoku or other games on newspaper or free press

swing stop

\ case study Playstation bus stop in Mongolia all covered with plastic bubble paper to be popped while waiting the bus.

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\ mission Sony is committed to develope a wide range of innovative products and multimedia services that challenge the way consumers access and enjoy digital entertainment.

\ vision To create exciting new worlds of entertainment that can be experienced on a variety of different products. The key focus for Sony is to strengthen its all-important electronics business and maintain market leadership in high profile areas such as televisions, digital imaging, home video equipment and portable audio.

\ eye toy This is the idea of connecting a web camera to a PlayStation and using it as a peripheral to play video games. The EyeToy is a color digital camera device, similar to a webcam, it allows players to interact with games using motion, color detection and also sound, through its built-in microphone.


eye toy

collina troia + auricchio mi ci ficchio

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user perspective



users

\ general users People who travel by using the ATM card and the others who are encouraged to use the public transportation regularly.

\ specific users Are those people who: \ Seek any type of meaningful engagement for their waiting time. \ Seek to have a reason to use public transpotation but don’t have enough motivation. \ Like short games and some excitement to their boring daily schedule.

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personas

nam e lo c a & s u r n a t io m p r o fe n : M I L e : M A R A CO s s io n: B NO BRA ANK MBI y LL EX ears: 2

ECU

9 TIVE

A

fun; d; \ likes having games as a ki ional workload; y ss \ used to pla fe ro p to ment ills due \ left those sk efits from gaming – excite en b es iz \ recogn es; on feelings; and competiti e took away those pleasur lif ty \ considers ci fun. turn to same \ wants to re

Te s s .N ° : 633 Scad 3721 enza 0203 : 03 1

11 24 00 1 - 00 00 00 VG . 22 - 00 .5 13 42 O C 2 - 07 08

All the personas described here are a result from the selection of user observations. Their description follows as narrative featuring their characteristic behavior as a user of the service (transportation) and their desires to utilize that time. These personas also draw inferences from observation of personal behavior but are more focused with the user behavioral observation background.

/10/

2009

Motivation He wants to keep himself enjoying with short span of recreation in between work and always would love to live that nostalgia of young years. He sincerely believes if he could ever find a good way to use his time during commutation with excitement which will fill his breaks with energy and life.


\ like s \ fee gaming; ls wa of tim iting at \ ma e and wa bus stop inta is a nt webs ins a gam s to be en complete gag it in e w g sco s; \ wo re on ed during aste uld lo o th v nline et spare gamin en; time. o continue g same excite ment in OC2 0708 - 421 3.5 V G. 2 2 - 000 0

3721

LONI A ME 7 H A N N - y e a rs : 1 E N T : e m a STUD HAI & s u rn name : SHANG CHOOL on HS lo c a ti n : H IG p ro fe

0203

1

3 °: 63 09 Te s s .N 10/20 : 03/ a z n e Scad

lation; ctual stimu ind by quizzing; lle te in s e \ lik ing his m hallenging in the morn \ enjoys c sword and Sudoku s \ plays Cro sit; n a consult for tr g n duri people to , h it w ts c ra socializing \ often inte nd that’s his way of answers a . he believes

00011 001 - 000 0 0 2 2 V G. 8 - 4 2 1 3 .5 OC2 - 070

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0011

24

Motivation She thinks that her city does not give her enough opportunities for recreational activities. She feels that she wants to build her online gaming score to win that ‘sought-after’ prize and could have been better gaming at home than waiting for buses all day long where she misses time and chances of excitement. She thinks it would be cool to keep playing and building up scores.

s s io

Motivation He have been bored of the usual Cross words and Sudokus over the time and needs some alternatives for his engagement during transit. He would love something passive but is ready to make an effort to commit to new technology offering besides the usual – attending calls and checking schedules.

1 - 0 000

24

name & su rn a m e lo c a ti o n : B A R : A N T O N IO D CELON p ro fe ss A - ye O M IN G O io n : E N G IN E E a rs : 4 5 R IN

G HEA D

Te ss .N °: 6 3 3 372102 Scaden 031 za : 0 3

/1 0 /2 0

09


storyboard

\ 1 . Commuter arrives at the bus station, he looks at long waiting time.

\ 2 . He picks up to play a short game to have some fun and pass the time faster by swiping the card, then choosing the bus he is waiting for and the game.

\ 5 . Player 1 is informed about Player 2 and they start play against each other.

\ 6 . They keep on playing and excitement flows


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\ 3 .The system sends signals to all the free bus stops to seek another player.

\ 4 .The first willing player decides to play by swiping his card and becomes the opponent of player 1.

\ 7 . The bus arrives in the bus station of player 1 and the game stop automatically in both the station. Player 1 begins hos yourney.

\ 8 . Player 2 can continue play with other game and other people.

Wanna Wait


customer Marco - 29

he goes to take the bus but it’s in late

journey map

he decides to use the new service Wanna Wait

it’s the time and he is not registered

he swipes the card on the scanner but the game can’t start!

a message on the screen explains how to register to the service

he is registered

he swipes the card on the scanner

he chooses the bus he’s waiting for, so the system can stop automatically the game before the bus arrives and upload the points


he can choose between to games

QUIZ

SPORT

he plays mainly alone, but can ask other to help him

he can ask people near him to help him

correct answer

he can’t play alone, he have to ask other people to play with him

if he’s alone, he can ask suggestion to people in other station

he can play with people near him

a message on the screens of free stops appears, and the faster can play

wrong answer correct answer he is more motivated in asking suggestion for the fear of losing points, and he can socialize more

Wanna Wait

if he’s alone, he can ask to people in other station to play against him

won match defeated match

wrong answer

he is more motivated in giving advices, because he can’t lose his points

100pt = 1 free ticket 200pt = 1 month of game 500pt = bonus 5 euro

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the score starts from the previous one

now Marco has enough points and can draw a prize

he has to go to ticket vending machines or ticket offices


use cases \ direct

\ indirect

- by looking at people at bus stop

-

- ATM point - ticket office - authorized bar and tabacchi

- friend - website ATM - ticket vending machine

\ discover

\ inquire

\ subscribe

-

advertising website stickers postcards

ATM point ticket office ticket vending machine authorized bar and tabacchi

- sport (against people nearby) - quiz (suggestion to people nearby) \ play

- sport (against people in other bus stop) - quiz (suggestion to people in other bus stop)

- collect scores and built your score rank \ collect - win prizes after reaching core target \ win - try new games lauched \ try


scenario

alternatives



Wanna Wait is supposed to be a service which could be engaged to alternative uses and which once in run will incorporate other services into it. The other/alternative services are also of the similar nature – Urban Utility.

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\ City Peek-a-boo Scenario Description The touch points will become: \ Event Schedule Teller; \ Archival Events viewing point. \\ Event Schedule Teller The idea is to provide an active City Information Point for local people which would comprise the following: \\ City Events list (Today – Weekly - Monthly) With short description of all the details (venue, time, fees, artists etc.) of the events. This touch point will provide relevant short information besides the individual advertisements, with the objective of archiving City Events and their happenings. \\ Archival Events viewing point People who missed the city events held in the last week/month can select to watch highlights of those events, giving them the feeling of having not missed any city event. Stakeholders \ ATM (space provider) \ Comune Di Milano (property rights provider) \ Zero (pre-event content provider) \ News Agencies (post-event content provider)


\ Download Station Scenario Description: The touch points will become quick download points for variety of contents for Mobiles which are generally used during traveling/transit time. Downloadable content and their providers: Music, horoscopes, city news, city event information, short mobile games or quizzes, will become available to people who could download them quickly to their mobiles and could watch them during their transit time. The nature of the content could be available for free or payable through your ATM card subscription. Stakeholders: \ Music (MTV) \ Horoscopes (Ganesha Speaks) \ City News (La Reppublica) \ City Event Information (Zero) \ Short Mobile Games (SONY playstation) \ Quizzes (News Paper agency)

\ Urban Art Forum Scenario Description: The touch points will become screens for allowing everyone to participate into making Urban Art expressed through Graffiti or the likes. People could swipe their cards and finish an art piece (offered with an objective or without) and submit it to the website. These art works could further be downloaded from that website at home and eventually they build visual content on the city. Stakeholders: \ ATM (space and equipment provider) \ Zero (content manager) 56 57

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product service system



s t n i o p h c tou

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\ bus stop \ game \ ticket vending machine \ ticket office \ website \ communication

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bus stop \ screen and eye toy The kit provided by PlayStation consists in all the necessary things to play: flat widescreen, PlayStation Eye Toy and games. \ Wanna Wait neon sign In every bus stops equipped with Wanna Wait, there’s also a lighting sign with the logo. It’s an immediate and clear sign to let people known that in that stops they can play. \ scanner Card reader to start the game. \ instruction Some short and immediate instruction for beginners. \ graphic elements On the bus station and on the floor there are some graphics elements to let people know where they should stay to play.


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\ advertising When nobody is playing, on the screen there’s a continuos advertising of the lastest products of PlayStation


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\ quiz Waiting user plays alone, but he can socialize with other people by asking suggestion. He is more motivated in asking because if he mistakes questions he’ll lose points. \ sport Waiting user has to play with another person, so the socializing is more effective and forced. \ socialising The kind of socialising that derives from Wanna Wait depends on the game. If you ask suggestions or play with people in other bus stops, the socialising is complete anonymous, you can only see the faces through the screen. If you play with people near you, or ask them advices, the socialising is direct, and you can also keep on talking afterwards on the bus.

games


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e n i h c a m g n i d ticket ven


\ ticket office In ticket offices, ATM points, bars and tabacchi in which you can already pay the ATM subscription, there’s this sticker outside the door or also the neon sign.

ticket offic e 68 69

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website \ www.atm-mi.it/atm/wanna-wait Website of the new service for ATM. Since ATM card is magnetic, you can’t interact directly from the website to register or choose the prize, but it’s only an information platform.


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n o i t c u instr t bookle

Tess.N째: 633 372102031 Scadenza: 03/10/2009 name & surname: MARCO BRAMBILLA location: MILANO - years: 29 profession: BANK EXECUTIVE

When you register to Wanna Wait, ATM gives you the card cover with a little instruction booklet inside, that explains how use the service, play, gain prizes and have fun.

card cover


n o i t a c i n u m m o c

poster

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postcard


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advertising

on tram

advertising


logo \ description The logo represents a stylizes hand with the symbol of play in middle. The hand has a double meaning: one is the representation of the concept of waiting, the other is referred directly to the eye-toy technology that let you play just with your hands. The meaning of play is that of starting the game.

anna

\ colours Gradient made by the same colous of Playstation’ logo

C = 8% M = 2% Y = 100% K = 0%

C = 78% M = 8% Y = 47% K = 0%

C = 84% M = 63% Y = 0% K = 0%

C = 15% M = 100% Y = 100% K = 0%

ait

\ legebility proof

anna

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\ font Quicksand Bold \ capitol letters WW The two capitol letters derives from logo’s fingers

\ black and white version

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pre-action

action

service blu eprint Wanna Wait

Internet page ATM Ticket Office

Marco goes to the bus stop

Ticket vending machine

Bus stop

Marco get’s information and pay for the service

Socializing

EyeToy based game

Advertising

Prize

Two genres Quiz - game Possiblities to get help from other people

Sport - game Possiblities to play against other people on the other stops

visible invisible ATM provides information points and advertising

ATM has the bus stops and public transportation of Milan

ATM places gaming systems

Playstation provides gaming systems including displays

Updating games


Physical action

option

Marco wins the PRIZE!!

Service

Marco goes to pick up the prize

User’s action in service After playing for the while the bus arrives

Happy Marco gets to the bus

PlayStation

benefit Joy

Makes itself more user-friendly

Promoting itself, good advertising

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ATM


values benefits

\ user \ more motivation in waiting bus \ possibility to socialize \ take a rest from society’s stress \ new funny way to wait \ happiness and joy \ ATM \ promote use of public transportation \ make its lack a value \ improve the service \ make clients faithfull customers \ make clients pay the cubscription \ PlayStation \ continuos advertising of their product \ increasing of the users reached \ visibility


Have fun...don’t you wanna wait?

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POLITECNICO DI MILANO PSSD_Product Sercice System Design 2008/2009 Academic Year Metadesign Rappresentation and Communication of the Project System Material for Design prof. Luisa Collisa prof. Valentina Auricchio prof. Gianluca Brugnoli prof. Fabio Sergio Giuseppe Farina 733962 Lauri Kerola 726321 Maria Lo Bello 735565 Avnish Metha 737034 Sogand Nobahar 737021

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