Sagaz, The Insight Journey

Sagaz, The Insight Journey

By Crooked Beaks

Team 6, e-Concept Development, 2nd semester, Project 2, Group 5 25/04/2013

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Christoffer Creative Assistant

Mads

Report Manager

Karina

Martin

Research Manager

Project Manager

Stina Group Leader

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Frederikke Creative Genius

Christoffer is the Creative Assistant who is very good at thinking out of the box and bring ideas to the table, that no one else thinks of. As the large muscle man he is, he brings a lot of power and energy to the team - with a caring touch.

Frederikke is the Creative Genius. She has the sharpest eye when it comes to details and she takes pride in perfecting every little detail, to make the overall design stand out.

Karina is a great writer and can always be counted for writing based on rock-solid research, making her Research Manager.

She is a caring person who always look at the positive aspect in every situation with a calm and clear vision.

Martin is the time planner and Project Manager. Although he is not so strict, he always have a clear overview of each step of the process and manage to keep people working in good time, we you Martin.

Stina puts the L in leader as the democratic Group Leader she is. Stina is always spot on, extremely productive and 100% engaged! She strives after the best outcome and always has a clear overview of every detail in the project.

Mads is the very well formulated Report Manager. Mads has the technical flair and understanding that we all envy. He has the smartest mind and largest vocabulary in group. Mads also brings fresh fruits and good spirit to the group.

1. The client’s needs The client’s goal is a transformation of print elements into an easily updated digital app, taking platform and connection type into consideration. The app should be launched within 5 months, and target an exclusive segment in Norway, Denmark and Iceland.

Digital app

5 months

Nordic

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2. The problem Do you remember when mobile devices were not a part of your daily life? Lets imagine the traveling scenario back then, where books were heavy objects filling up your suitcase. You occupied yourself by listening to music using the good old discman and playing cards, reading information about the final destination on A4 papers, handed out by the guide and looking in brochures at the hotels information. This was all before the mobile devices came along.

Today you are used to have your mobile device with you everywhere, including when you are traveling. More and more people are adapting to the development of the technological society, which increases the number of mobile devices. Over the past years, mobile devices have seen a significant growth worldwide. It has been estimated that there are currently more than 1 billion smartphones in the world (Source 1). Focusing on mobile devices and the development in Denmark, an inquiry made in 2012 by Index Danmark/Gallup shows that the number of Danes, who have a smartphone has grown from 1.5 millions to 2.1 millions. The tablet market is growing extremely fast as well, since 2011 the market has grown with 400% and today more than 1 out of 10 Danes have a tablet (Source 2).

With the growth of mobile devices, comes the growth of apps. The app market has increased beyond expectations the recent years. Alone in the 1st quarter of 2013, over 13 billion apps were downloaded, based on numbers from over 50 countries. An increase of 11% compared to the last quarter of 2012. An inconceivable growth that rapidly continues to grow (Source 3).

In a report made by the the world’s leading information technology research company Gartner, it is estimated, that there will be more than 80 billion downloaded apps during 2013, and more than 300 billion downloaded apps within three years. Although it would seem logical that free apps would be growing, simply because they are free, they are predicted to be more stable, but they will continue to consist of 90% of the total app market (Source 3).

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The mentioned current trends pushes the analog printed media towards a digital approach and most major publishing houses either have a digital edition of their publication, or are working on one at the very least. It is estimated that most printed medias will have less of an impact, leaving primarily digital versions (Source 4). Users expect more interaction with their publications than an analog media can provide, in form of e.g. videos, augmented reality functionalities, navigational features etc. (Source 5).

Sagaz are among many, who have realized that they need to have a digital approach in order to follow the development of new technology and media habits. Sagaz are a family operated publishing house, founded in Iceland in 1979. The company publishes information books and magazines in the tourist industry in Iceland, Copenhagen and Oslo. Their main product is Guest, which is a book distributed every summer to 4 and 5 star hotels. In Copenhagen the book is available in 23 hotels, and it is calculated to be viewed by over 2 million guests. The focus of the book is to entertain both the classical tourists, and the businessmen who are on a short visit in Copenhagen. Guest presents four areas of Copenhagen; Design & Shopping, Activity, General Information and Dining with focus in high-end categories (Source 6).

With failure Sagaz have previously tried to launch an app (Source 6). They never actually succeeded the process of fully developing it. According to Sagaz, the reason of the failure was, a complicated and unclear concept (Source 6). What the goal of the app was, and why Sagaz did not launch it is unknown. Despite this, the company still see a huge potential in developing a digital concept based on their Guest Books.

3. The BIG question When looking at the main problem area and the goal Sagaz sets for the solution, the problem formulation consist of the following main question with related subquestions and follow-up lines of inquiry. To make the process of creating a solution more tangible, the focus is narrowed down to having Copenhagen as a base and using the book Guest Copenhagen MMXII as an example. The essence of the solution will however allow for all Sagaz’s countries of distribution, as well as all editions of their publication.

By which means can Sagaz’s printed tourist guide Guest Copenhagen MMXII be transferred into a digital app for tourists in Copenhagen?

3.1

Sub questions What characterize tourists who visits 4 and 5 star hotels in Copenhagen?

• Identify segments within the target group • Identify their digital needs.

• Identify a typical user within the target group.

How do other similar branches meet the challenge of converting printed media into a digital solution?

• How can there be added a layer of interaction to an otherwise analog one-way experience

How can competitors be identified, to get better insight of the digital tourist branch?

• Identify related tourist oriented apps on the market.

4. What to consider *

*

The solution must be delivered as one free app, which fits to Denmark, Norway and Iceland.

The concept must be innovative, unique, “out of the box” and not seen before in the Nordic.

The app must build upon the book, and not only repeat the content.

The budget, including both concept and development, must not exceed 500.000 DKK.

The app must be easy to continuously keep updated

The app must be launched within 5 months from now.

Predefined by Sagaz

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5. Who to target With the primary target group being defined by the client, as tourist staying in 4 and 5 star hotels it is necessary to dig deeper into what characterizes this target group. This is done based on a segment description from Camilla Jensen, who is a former employee at a number of high-end hotels in Copenhagen (Appendix 1). To uncover the needs that the app is to

Segments 5.1

Based upon Camilla Jensens’ experience as a waiter in the high-end hotel branch as well as the day-to-day contact she has had with tourist staying at the hotels, she has given her description of three key segments within the target group (Appendix 1). The reliability of Camilla as a source is very subjective, making the outcome subjective as well. The validity of the outcome can be increased by getting more descriptions from other employees working in 4 or 5 star hotels and relating them to interviews with tourists in the target group. The first segment Camilla mentions is The Business People. Due to the facilities offered by the hotels, a lot of employees stay at high-end hotels during their business trips. The second segment is characterized by Camilla as being Families. These are families who have a lot of money, and like to travel to larger cities around the world. The purpose of their stay is shopping, activities etc. and they are not holding back when it comes to spending their money. The last segment Camilla mentions are 30+ Singles/Couples. They are well educated and on their way to having a fairly high income.

Their key characteristic are their “snob effect”, meaning that they feel a bit better than the people around them. With Camilla’s division of the target group into three segments, it is easier to dig into what the needs of the target group is and thereby come up with a solution that fulfill these needs.

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be based upon, Wonderful Copenhagens latest Tourist Study from 2011 is used (Source 7). At the same time interviews with the target group are made (Appendix 2), to make sure that the results from the tourist study relates to the specific target groups needs. To sum up, a persona is made, describing a typical user within the target group.

Needs 5.2

The needs are uncovered through the findings of Wonderful Copenhagen Tourist Study 2011, which is based upon a web survey sent out between August and October 2011. The survey had approximately 450 respondents, coming from 55 countries. The majority of the respondents are characterised as being young people in a relationship with no children. Over half of them are first time visitors and the average duration of their trip is three nights (Source 7). In relation to the respondents digital use during their trip, the survey shows that only 5% downloads travel apps before starting their trip (Source 8), but at the same time 70% uses apps during their trip (Source 9). Based on these facts it is clear, that the tourists are more likely to get familiar with the Guest app during their stay and not before.

To know where to expose the tourists to the app, it is relevant to look into where they go to search information. 97% use the tourist information spot near Tivoli (Source 10), making this an attractive place for marketing. 46% mentions free WiFi in spots around the city as an improvement area (Source 11), leading to the assumptions that they would like to avoid using the mobile internet. Relevant features for the app are discovered by looking into the habits of the tourists. 47% use recommendations from friends and family (Source 12) and at the same time 87% would recommend Copenhagen to others (Source 13), making a Share feature relevant. When looking at social media, 35% of tourists use these during their trip, with Facebook and TripAdvisor being the most popular ones (Source 14). This leads to an opportunity to incorporate social media into a Share feature. Another possible feature could be a Save feature, since 80% state that they would like to come back to Copenhagen (Source 13).

When looking at what the Smartphone is used for during the trip, taking pictures is a key activity which 78% mentions, leading to an obvious incorporation of the camera into the app. Last but not least, 48% mentions

that they would like more signs around the city with the distance to the different attractions (Source 11).

This need could be fulfilled in the Guest app through a Map feature telling the user what attractions are nearby the current location.

To make sure that the findings above matches the needs of the specific target group, interviews were done with a couple from London and a lady from the Netherlands (Appendix 2). The 3 respondents all stayed at Radisson Blu Royal hotel, making them part of the primary target group. The interviews were based on predefined questions made by Crooked Beaks, but the interviews worked as a conversation. The reliability of the interviews can be questioned because of the low number of respondents and the fact that the interviews were not recorded due to the respondents rejection to it. As a compromise, two group members were taking notes during the interviews, to increase the level of reliability and thereby also the validity of the outcoming results. The interviews backs up the relevance of the mentioned features. The couple from London used recommendations a lot. They like to see what other tourists recommends and at the same time be able to recommend things to other tourists (Appendix 2), making the Share feature very relevant. Also the Save feature is relevant due to the fact that all three respondents would like to come back to Copenhagen at some point (Appendix 2). A key function that they all mentioned, was the use of the map, to navigate around Copenhagen (Appendix 2). Relevant here is the incorporation of push-messages or a similar function, which tells the user what attractions are nearby. As the man in the couple put it: “I would really like some augmented reality or something like that, to show me what is around me and how to get there.

That would be really cool.�

This leads to the need of a Transportation feature. The couple talked a lot about the difficulty of figuring out the different transportation possibility around Copenhagen (Appendix 2). They would like to have a guide combining busses, trains and subway in relation to the different attractions, making it easier for them to get around. When talking about the use of internet during the trip, all three respondents used WiFi (Appendix 2) making it clear that the app should be one to download and not stream.

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5.3

Persona In order to fully understand the users of the app, a persona is made. It is important to understand the needs of the persona, when developing and designing the app, to help the team work on the same page, towards the same goal.

Phil Jackson is a 52 year old man from Atlanta, Georgia, where he lives with his wife through 31 years. He has been working for four years as a HR consultant in Delta Airlines. Phil is very active, as he both runs and bikes several times a week, to stay in shape. The couple have two kids at 25 and 28 years old, who moved out five years ago. Since the kids moved out, Phil and his wife have prioritized to go overseas when travelling, and especially Europe is a favorite, because of the food and culture. They try to travel overseas once a year, and apart from that have a vacation inside of the US. When travelling overseas, they stay for a minimum of 2 weeks, because of the long flight time from Atlanta to Europe.

As Phil has worked with computers for many years, he is very familiar with technology, and he tries to keep up with the new smartphones, even though it vastly changing. He owns and use a Samsung Galaxy S II, that he bought one year ago. His smartphone is mainly used to keep in contact with friends and family, although he also downloads relevant app such as weather, news and sport apps once in awhile.

Phil

Before travelling Phil only does a slight research on what to see and visit on the final destination. It is first when he arrive, that he think about getting information about the city he is in. He often use the tourist information spots to gather information, but after he bought the Galaxy S II, his eyes has open up to the information he can get via app. These app is however first considered when arriving to the country.

When searching for hotels, Phil is very focused on the quality of the hotel, location and WiFi accessibility. Phil would never consider using EDGE/3G/LTE when going abroad, as he think it is too expensive in the long run.

Instead he seeks WiFi hotspots when he needs to internet, find directions or download app on the move or in the hotel room.

Sum up 5.4

The client points out the target group as being tourists staying at 4 and 5 star hotels. Three segments within this target group are identified as being: The business People, Families and 30+ Singles/Couples. Through the use of Wonderful Copenhagens latest Tourist Study and a number of interviews made by Crooked Beaks.

The digital needs within the target group are uncovered resulting in a list of usable features to include in

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the app. Among them are e.g. a navigation, save and a share features. It is also discovered that the target group prefer using the WiFi, making it relevant to create an app for download. Phil Jackson is used as the persona in this project, and with the focus on him, it’s important to satisfy his needs of having access to the app when being offline in a foreign country.

6. How others do it To know which direction Sagaz need to move, when creating an app it is necessary to know what their direct and indirect competitors are doing, in order to make Sagaz publishing differentiated. It is also important to learn from companies who have previously made the same or a similar transformation from print to digital.

In this paragraph the focus will be on who the competitors are, what they are doing, and how Sagaz can differentiate themselves. Furthermore case studies, of companies who successfully converted from print to digital, will be looked at in order to learn from their mistakes and successes.

The competitors 6.1

Currently Sagaz have partnerships with hotels, allowing them to place their physical magazines in hotel rooms. Their direct competitor, Hotel Magazine, are doing a similar thing. What sets them apart is that Sagaz are only focusing on Copenhagen whereas Hotel Magazine is distributed to a range of hotels all over Denmark (Source 15).

The indirect competitors are CPH-Tourist, ‘Turen går til’ and Lonely Planet. These competitors do not have the same exclusive deal with hotels, but they are all represented in the digital publishing market and all have apps that tourists of Denmark/Copenhagen can use (Source 16, 17, 18, 19, 20).

EXCLUSIVE DEAL ALREADY WITH HOTELS HAVE AN APP

FOCUSED ON COPENHAGEN

FREE OR PAID

HOTEL MAGAZINE

CPH-TOURIST

“TUREN GÅR TIL”

$

LONELY PLANET

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Case studies 6.2

What relevant information can be drawn out from other companies conversion from print to digital. This is uncovered by looking at Forbes- and Wired Magazine.

Furthermore the app has several screen types for different kind of contents: The main articles are kept in a fluid type navigation layout which is navigated unlike how a webpage is navigated.

FORBES MAGAZINE The globally known magazine and brand Forbes successfully managed to enter the app-world with a digital version of their magazine for mobile devices. What Forbes wanted to do, was to enter the digital market without the need of a large in-house department dedicated to maintain and produce the magazines for the app. They wanted their editors to make changes and content themselves.

“First, we start with the same PDFs that we use to print each issue of FORBES magazine. With MAZ’s tools we can quickly layer atop those PDF’s a series of clickable buttons and links.”

Lewis DVorkin Forbes Magazine teamed up with MAZ, a company selling tools for magazine creation, app development, publishing and measuring metrics (Source 21). With MAZ’s tool Forbes could build on top of their existing material making the process short, fast and cheap.

Fullscreen articles only allow users to change one page at a time, useful for e.g. features with full screen backgrounds.

Interactive pages consisting of interactive content, for instance slideshows or video, combined with an article.

Full screen pages, single-page-only media pages that features media only and no article, for instance for full screen videos or commercials.

To ensure that the user has an overview of where in the magazine they are reading, a zoom function allows them to see the magazine as a whole. This shows a sitemap of all pages in the magazine and allows users to see a representation of all individual pages at once.

Forbes also looked at what other companies experienced - they learned that The Huffington Post had changed their pricing strategy after only five months.

Even though the price was low (99 cents per issue) the user demand was for it to be free (Source 22).

Wired Magazine’s digital publications have won several awards for its conversion from print to digital, as well as features (Source 23). Their app consists of a library, that stores all editions of the publication and where users can download new editions of the publication.

When looking at a Wired Magazine’s digital publication, several factors spring to mind. Reading a printed magazine is almost exclusively a horizontal linear experience, page by page. The digital edition on the other hand features two dimensions for navigating. Moving between articles happens by panning horizontally, while the content and articles itself are read vertically (cf. Figure 1).

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Screens (Pages)

WIRED MAGAZINE’S DIGITAL APP

Stacks (Articles)

figure

Sum up 6.3

Comparing the competitors it is clear that Sagaz have the first mover advantage of becoming the first tourist magazine, that already have exclusive partnerships with hotels, to launch an app for their magazine. From the case study of Forbes Magazine it could be stressed that users of magazine app demand a free product.

The publishing tool, MAZ, that Forbes Magazine used is suitable for Sagaz hence it does not require large inhouse maintenance.

digital version has, e.g. new possibilities of implementation of interactive features such as video, animation and slideshows.

The digital world of websites and app often use vertical navigation whereas physical books and magazines are using horizontal. A digital publishing combining both, gives a new experience and could with benefit be added to the final solution.

When converting a magazine from print to an app it is important to take advantage of the possibility that the

=

7. Gathering threads The impact of printed media is experiencing a rapid decay, modern technology keeps pushing the limits of what a modern tourist guide is expected to contain and be able to do. The market of digital-portable-connected devices keeps growing rapidly and with it, new usecases and expectations emerge. Although Sagaz has a good head-start and base, with their hotel exclusivity deals, they still need a non-analog solution to keep them afloat in a digital day-and-age.

To help solve their challenges, an analysis of the whole problem area was done. It was found that several segments were more relevant to position a digital guide solution for; The Business People, Families and 30+ Singles/Couples. Based on desk and field research made by Crooked Beaks, several digital needs and

problems were discovered within the target group.

Certain features such as navigation, sharing and connection type had a major impact in the respondents replies and would all need to be considered in a final solution to satisfy their needs. Furthermore analysis’ were done covering several print magazines, awarded for their conversion of their print magazine. It was found that the users of the digital magazine apps expected a free application, and in addition an insight into a possible development platform, MAZ, was gained.

The insight into competitive solutions, already successfully launched paper-to-digital conversions as well as the insight into the digital needs of the target group will all be used to develop a concept for a possible solution for Sagaz in the solution report.

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8. How it’s nailed This chapter describes the development of the project as well as the applied tools and techniques used during the project. Furthermore it reflects on why these tools were used and what the result of using them was.

The purpose of project management is to plan, organise and control activities in order to maximise the potential for the project to succeed (Source 24). It helps to easily communicate the work and processes involved in the project. Additionally it provides a possibility to work in a more structured and effective way.

Tools & techniques 8.1

GANTT CHART

STAND-UP MEETING

One tools that has been taken into use is the Gantt Chart (Appendix 3). It is created as a specialized bar chart used to provide a graphical overview and schedule of all task within the project. As seen in appendix 3, all the tasks are listed vertically (Y-axis), and the calendar time scale plus deadlines are listed horizontally (X-axis). The primary advantage of this tool is its graphical overview, making it easy to understand and work with for every group members.

In addition to the mentioned “overviews” providing tools, a daily Stand-up meeting has been a common ritual during the project. All team members were required to attend to the daily scrum and to answer questions, in order to gain a status update from the entire team the goal for the stand-up meeting was to boost the day with energy, to support improvement, to reinforce focus and most important to communicate.

Although stand-up meetings has a social aspect, this routine was not applied to socialize.

LIGHT SCRUM BOARD To supplement the Gantt Chart, a “light” Scrum Board has been used (Appendix 4). It is a big visible chart with sticky notes containing tasks. They are all separated into different areas that represent the process of the tasks. Like the Gantt Chart it provides an overview of the project. At the same time it is also very good for communication of the status of the project, without requiring great efforts from the group members (Source 25).

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TEAM WORK The teamwork has worked very well. All members has shown a common respect for eachother, resulting in a good communication and workflow. Deadlines and rules have been kept, as a result of a well planned process.

The key was the team! The group operated with a high degree of interdependence and shared authority and responsibility, with a leader in front. Most important was that every member worked towards a common goal. The group became more than just a group because the strong sense of mutual commitment created synergy and thus generated a better performance.

9. The references * Source 1: http://www.onbile.com/info/how-many-people-use-smartphones-in-the-world/ Source 2: http://danskemedier.dk/wp-content/uploads/2012/05/PM_INDEXDK_FINAL_20120510.pdf Source 3: http://www.dr.dk/Nyheder/Viden/Tech/2013/04/11/Salget+af+Apps+stiger+fortsat+ +Google+har+flest+Apple+tjener+mest.htm Source 4: http://www.debate.org/opinions/will-printed-magazines-and-newspapers-dry-up-in-the next-decade-as-a-result-of-the-popularity-surrounding-online-content Source 5: http://www.uxbooth.com/articles/12207/ Source 6: Client brief Source 7: http://www.wonderfulcopenhagen.dk/analyse-og-strategi/analyser-om-turisme /turistundersogelse-2011 Source 8: Wonderful Copenhagen Tourist Study 2011, page 8 Source 9: Wonderful Copenhagen Tourist Study 2011, page 20 Source 10: Wonderful Copenhagen Tourist Study 2011, page 15 Source 11: Wonderful Copenhagen Tourist Study, page 18 Source 12: Wonderful Copenhagen Tourist Study 2011, page 8 Source 13: Wonderful Copenhagen Tourist Study 2011, page 13 Source 14: Wonderful Copenhagen Tourist Study 2011, page 22 Source 15: http://hotelmagazine.dk Source 16: http://cph-tourist.dk/velkommen Source 17: http://www.politikensforlag.dk/Ferie_og_rejser/iPhone_apps/Smagen_af_ Koebenhavn(2455).aspx Source 18: http://shop.lonelyplanet.com/denmark/denmark-travel-guide-6/ Source 19: http://www.lonelyplanet.com/apps-and-ebooks/iphone/index.php Source 20: https://itunes.apple.com/app/lonely-planet-travel-guides/id317165182?mt=8 Source 21: http://www.mazdigital.com/ Source 22: http://www.forbes.com/sites/lewisdvorkin/2013/01/04/inside-forbes-with -our-new-magazine-app-you-get-it-all-print-social-and-the-web/ Source 23: http://digitalmagazineawards.com/winners2011/magazine-of-the-year/ Source 24: http://www.projectsmart.co.uk/purpose-of-project-manage-ment-and -setting-objectives.html Source 25: http://www.projectconnections.com/templates/detail/agile-infor-mation-radiator.html Source 26: http://sagaz.is

*

All sources checked 15th and 16th of April

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Appendix 1 Segments

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On behalf of an email request from Crooked Beaks, Camilla has given her description of segments within the target group of 4 and 5 star hotels in Copenhagen.

Camilla has worked as a waiter at different high-end hotels around Copenhagen, e.g. First Hotel Skt. Petri and Marriott Hotel, giving her a wide range of experience with the guest of the hotels. The description from Camilla goes as follows.

THE BUSINESS PEOPLE

It is hard to define the segments within the different hotels without having done any research or analysis on the area, which is why i will recommend you to keep a critical view of my description. With that being said, i will claim that my years working as a waiter at different high-end hotel has given me a pretty good idea about what type of people stays in these hotels.

Based on this knowledge i will say that there is three main segments within this branch: The Business People, Families and 30+ Singles/Couples.

FAMILIES

Because of the facilities that the 4 and 5 star hotels offers, the companies often have arrangements with these hotels. Here the employees are able to handle any work related task among very attractive soundings and at the same time they located in the middle of the city, with easy transportation opportunities.

The families staying in the 4 and 5 star hotels are the ones with a fairly high income. They like to travel to larger cities around the world, with the purpose of their stay being shopping, activities etc. And they are not holding back when it comes to spending their money.

30+ SINGLES/COUPLES The last segment is a mix of singles and couples. They are all over 30 years old and are well educated or soon to be, meaning that they are on their way to have a fairly high income. the most noticeable thing about these people is the snob effect that they surround themselves with. What i mean with this is that they feel like they are better than the people around them.

Appendix 2 Interviews

QUESTIONS

INTERVIEW 1

INTERVIEW 2

Where are you from?

London, UK

The Netherlands

How many nights are you staying in Copenhagen?

2 nights

3 nights

What is the purpose of your stay?

Holiday

Holiday

Do you have a smartdevice?

Yes, a smartphone

Yes, a smartphone

Do you use the mobile internet or WI-FI during your stay?

Would like to use the mobile internet when WiFi is not avaliable, but it is not working. They prefered using the WiFi, to avoid paying too much money for the mobile internet.

Use the WiFi whenever it is possible

Did you get any app before starting your trip?

Downloaded an app before leaving London

No

What app are you using during your stay?

Timeout travel (downloaded before the trip)

Mostly google maps

What functions do you use/like the most?

The map and transportation information

Use the map to find out how to get to the next spot

Are you missing any functions/features in the app you have?

Augmented reality feature combined with the map, to show what is nearby.

Transportation information combined in one app. It is hard to figure out if it is best to take the bus, train or metro.

Use recommendations a lot. Would like to be able to recommend content to others and se what others recommend.

It would be nice it the map showed more things nearby

Have you seen this book in your hotel room?

No

No

Have you seen this book in your hotel room?

Yes

Yes

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Appendix 3 Gantt Chart

MON TUE 15/4

18

TASK

RESPONSIBLE

Desk research

All

Client goal

All

Problem area

Frederikke + Karina

Problem formulation

All

Constraints

Frederikke + Karina

Target group

Stina + Martin

Persona

Stina + Martin

Competitors

Christoffer + Mads

PM. breakdown

All

Conclusion

Mads

Appendix

All

Report read through

Christoffer + Mads

Report layout

Frederikke + Christoffer

16/4

WED THU

FRI

SAT

SUN

18/4

19/4

20/4

21/4

17/4

MON TUE 22/4

23/4

WED THU 24/4

25/4

Appendix 4 Scrum board

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Sagaz, The Insight Journey

By Crooked Beaks

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