The waiting game by Clare Smith

THE WAITING GAME

CLARE SMITH 1

CLARE SMITH N0323821 FASH30002 WORD COUNT 5,571 Excluding Quotations

DECLARATION

School of Art & Design I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project. This submission is the result of my own work. All help and advice other than that received from tutors has been acknowledged and primary and secondary sources of information have been properly attributed. Should this statement prove to be untrue I recognise the right and duty of the board of examiners to recommend what action should be taken in line with the Universities regulations on assessment contained in its handbook.

Signed: Date: MAY 2013

Introduction P7 Methodology P15

Primary Secondary

This Moment In Time P23

Why We Hate Waiting Unoccupied Time Feels Longer Than Occupied Time Me Me Me Newism

Are We Nearly There Yet? P33

Who is the impatient consumer Generation Y/ Digital Natives

Race Against Time P39

Too Many Messages Connecting & Engaging Not Selling Trust & Loyalty Relationship Marketing Rise in Digital

Players in The Waiting Game P47

Compensating Entertaining Utilising

CONTENTS 4

Weave Created P55

7 8 9

Brand DNA,, Visual Trends, Website Papers, Business Cards, Theme parks & Trains

Lets Get Excited P69 Why Choose it Merlin Entertainment The Big Idea The Consumer/Journey APP Promotion/ Executions

On The Right Tracks P98 WHSMITH Ethnographic Research Reconnecting WHSMITH The Consumer Journey What's in it for Smiths? What's in it for Students?

Conclusion P123

10 P125 Illustrations References Bibliography

11 Appendices P149

12 5

1. INTRODUCTION

Utilizing waiting times to connect with consumers. To cure boredom, to entertain and to engage.

WAITING

LOADING 20%

LOADING 38%

Frustrated by the delayed 11:10 to St Pancras. Nervous for your holiday vaccination. Restless for that theme park thrill.

It is frustrating, demoralising, aggravating, annoying, time consuming and incredibly expensive.” Federal Express (cited in Gummerson2008:P71). So why has this not been capitalised upon by brands today where consumers are busier and more frustrated than ever? “We’ve become an incredibly impatient world and brands are suffering the brunt of that” (Falls, 2012).

Fig1

Gummerson raises a point by saying “Waiting in lines have not been particularly investigated in marketing.” (Gummerson,W2008: P71). This project aims to capitalise upon these points raised and compile a series of creative strategies directed at a multitude of brands including Merlin, and WHSmith. These varied brands can connect with consumers to decrease the perceived waiting time to that captive market with added benefits for both parties. With 108 hours of a year spent waiting (SWNS:Online) our aim is to investigate Who is the impatient consumer? Why we as consumers hate waiting? What would we rather be doing? And what could we be doing? As part of a team Jade Holmes and myself work together to research and propose various ways for Brands to utilise this lost time. What we cannot do is eliminate the wait, but we can improve it.

“ “

When you sit with a nice girl for two hours, it seems like two minutes. When you sit on a Hot stove for two minutes, it seems like two Hours. That's relativity.” -Albert Einstein

2. METHODOLOGY

METHOD Initial Questionnaire

Observations

Ethnographic Research

DATE/PLACE

SAMPLE

40 Female Via Survey Monkey, distributed via social media including Facebook and Twitter, and 22 Male emailed to specific gender/ages in order to 62 Total gain more balanced results. Nottingham Train Station Burton upon Trent Train Station St Albans Train Station St Pancreas Train Station Euston Train Station

Nottingham Train Station Burton upon Trent Train Station St Albans Train Station St Pancreas Train Station Euston Train Station

Friday 22nd March Monday 18th March Sat 23rd March Sun 24th March

Clare SmithNottingham to Burton Nottingham to London Jade HolmesNottingham to St Albans

Female

Interviews

Nottingham Train Station Monday 18th March

Consumer Journey

Various

Downloaded and trailed the existing Thorpe park app.

Saturday 23rd March 2013 Varied locations and at Thorpe Park

PRIMARY

Male 10 Total Monday 18th March 10pm-12pm

X3 Females 18-24 X1 Male Aged 28

PURPOSE An initial questionnaire gave us a first look at understanding the consumers of the market we were researching. It also allowed us to analyse the topic In question understanding what the consumer hates most about waiting and why. We could then decide from this information which areas and companies we could focus on for the project. By observing different consumers around us we could justify what consumer we needed to focus on and target with our idea. We also were able to identify the main problems people face whilst waiting and what is currently offered and what the consumer currently does to bide time. As regular train users ourselves Jade and I took the opportunity to document our train journeys. We documented shorter and longer journeys to gain insight into the variation of journeys and how we felt when travelling different distances, how the waiting period altered, and also what we did during the journeys. We documented what caused frustration, any delays we had, what we did to occupy our time and what other users around us were doing. This was to gain inspiration for our own ideas and to observe the space in which we were dealing with. We carried out a series of interviews where we stopped consumers waiting at the station and asked them a series of questions about their journey. We wanted to understand the consumers deeper, to categorise consumers into groups, and to recognise where the problems were and how we could effectively solve them.

To gain a visual representation of our consumers. We asked our potential consumers to document their train journeys using photography. This helped us when designing our idea visually and to further understand our consumer.

To gain insight into what Merlin currently offer, we downloaded the Thorpe Park app. We wanted to identify the strengths weaknesses and areas for improvement . We also wanted to see how the app was visualised. We tested the app on the visit to Thorpe Park.

ISSUES +/Through sharing online we reached 29% more Females than Males and so our results are marginally more female prominent. However this was taken into careful consideration

By observing at different places times, and days it gave us a broader understanding of various consumers and if the time and day of which people travel effects peoples attitudes and habits. By observing we gained a more accurate and true representation of the consumers behaviour. With both of us being railcard users we chose to travel off peak, and so the consumers and observations we made were during off peak hours where the observations could have altered during Peak times. However we have chosen to focus on the Railcard user, which means the research we did was accurate and valid.

We went at a specific time on a specific day to carry out our interviews. We noticed a similar pattern in the type of consumer waiting and their reasons for waiting. This meant our results were very date and time specific. However this is the consumer we chose to focus on and so the results we gathered proved useful and insightful into constructing our idea. The consumers could not photograph every aspect of their journeys. They may not have been a completely true representation of their journey, as they may not have wanted to document and share certain things. This research methods was predominantly used for visual aspects and so this issue wasnâ&#x20AC;&#x2122;t hugely concerning but was taken into consideration when forming ideas. On this occasion there were no issues with this method of research.

APPENDICES 1

METHOD Visit to Thorpe Park

SAMPLE

DATE/PLACE Mon 25th March 2013 Thorpe Park

Mon 25th March 2013 Thorpe Park

Observations

Interviews at Thorpe Park

Mon 25th March 2013 Thorpe Park

Wednesday 13th March 2013 Nottingham Trent University

Interview With John Lyle Email Interview With Martin Barratt

Email Interview With Daniel Bailey

Sat 30th March 2013 Via Email

Monday 1st April 2013 Via Email

PRIMARY

X10 Female Male

John Lyle- Brand Experience at BeWILDerwood

Martin Barratt Ex Director Merlin Entertainments Group

Daniel Bailey Gaming Designer

PURPOSE

ISSUES +/-

We were able to gain a taste of a theme park and a Merlin specific attraction. We were able to look at current offering, branding, staff and consumers. We did this in order to determine what needed to be altered and included in our recommendation.

On the day of the visit the weather was especially cold and the effects of this were shown. The park was undoubtedly quiet and many rides were shut. With queue times at a minimum we utilised our time to ask consumers how not queuing had affected their day and how it altered from usual.

We observed people in the queues to gain a true representative of what consumers were doing whilst they were queuing to occupy their time, and how they were reacting to the queues.

The weather meant much smaller queues than usual, however the cold weather meant any queuing that did take place was almost unbearable. This factor made the day interesting and we were able to take the weather into consideration when devising our recommendation.

Along side observations we took the opportunity to engage with consumers asking specific queue related questions in order to determine what should be included within our idea.

With consumers being in groups the answers we got were often influenced by one another. This gave us inspiration to devise something group based.

We interviewed John Lyle who deals with brand experience at BeWILDerwood. We were able to ask him for an expert take on waiting at theme park attractions. We wanted to find out how BeWILDerwood deal with queues and what works especially well/not so well. As he deals with brand experience we wanted to gain in insight on what is important to consider from a brand perspective as we had already done so from the consumers.

BeWILDerwood isnâ&#x20AC;&#x2122;t part of Merlin attractions and is very different to theme parks. However it gave us an insight into brand experience at a family based attraction.

We were able to ask Martin Barratt more about Merlin from a direct perspective. What the companyâ&#x20AC;&#x2122;s values are, and how they operate. As well as asking about queues and how Merlin deal with them.

Having decided that part of our idea is to incorporate gaming. We contacted a graduate Gaming designer to ask about the process of designing a new game and what approach to take in order to create something successful. We also had the opportunity to talk through our idea.

Often in industry experts can often be biased and so Barratt may not have wanted to highlight the negatives of Merlin to us. However by asking consumers we were able to seek the negatives of Merlin attractions. Furthermore because of confidential agreements Barratt could not disclose certain information to us. Bailey does not currently work in the industry and so could not give an expert opinion and or advice. However he was able to give us more advice than we currently knew.

APPENDICES 7

Through various aspects of secondary research we were able to identify the contextual information needed to propose a successful idea. We undertook secondary research to find out which marketing theories would be most appropriate to our idea also looking at relevant journals and articles to find out which consumers we are facing in todays society. Once we had established the types of consumers and looked at theories to underpin why these consumers behave in such way, we could build an idea around it. Using primary research to really identify specific target consumers and further develop our ideas.

SECONDARY

Online reports such as WGSN were used to ensure our visuals were on trend for our own branding of Weave created. This was then combined with inspiration compiled via Pinterest (appendix 12) where we selected images from a broad range of sources across the internet.

THE WAITING EXPERIENCE BY MARK VAN HAGEN

ONLINE ARTICLES ON WAITING

MARKETING THEORIES CASE STUDIES DELAY REPAY DISNEY TESCO

LUXURY PROVIDERS

THEORIES ON WAITING

JOURNALS

RELEVANT REPORTS WHSMITH WGSN

3. THIS MOMENT IN TIME WHY WE HATE WAITING

WHY WE HATE WAITING?

“The last thing we want to do with our dwindling leisure time is squander it in stasis. We’ll never eliminate lines altogether, but a better understanding of the psychology of waiting can help make those inevitable delays that inject themselves into our daily lives a touch more bearable.” (Stone, 2012:Online) We are all familiar with the term ‘time flies when you’re having fun’. “When you have something to distract yourself, time passes more quickly. Some hotels put mirrors by the elevators, because people like to look at themselves” (Rubin, 2012). In order to establish which areas of waiting to tackle, we started by asking an initial set of questions

by means of a questionnaire to identify situations consumers find the most frustrating. Leaving the question open ensured consumers were not influenced in their choices. As predicted the questionnaire responses were very varied. Some of the responses included: queuing in traffic, for the train, for the doctors, theme parks.(For full results see appendix 1 and 1a) Although the results gave us no key focus we were able to analyse the results and identify some common themes across waiting in various different contexts. Something we discovered was that there are two main type of waiting.

UNOCCUPIED TIME FEELS LONGER THAN OCCUPIED TIME

We established that there are two different types of wait. A wait we are prepared for, a chosen wait i.e.: prepared to wait for a theme park ride, or getting to the train station early to avoid missing the train. This type of wait we are prepared for and can often take something with us to occupy our wait. The second wait we may not be prepared for this is where the delay is out of our control or unexpected. This wait may be something like a delayed flight or stuck in a traffic jam.

Whilst each wait is frustrating, â&#x20AC;&#x153;It became apparent from research conducted among several service providers that people think that the wait passes more quickly in a pleasant environment than in an unpleasant oneâ&#x20AC;? (VanHagen, 2001,P5). This statement was supported when Jade and I carried out primary research on an extremely cold day at Thorpe Park, when consumers said they would rather face long queues on a warm day than shorter ones in the freezing cold. (See Appendix 8)

Fig 2

Unfortunately we cannot change the environment in which consumers wait. This would not be unrealistic and financially inviable We want our ideas to be achievable and this is why our ideas may focus more on distracting and or giving the consumers something to occupy their time. In terms of utilising the time connecting with brands, Rubin points out â&#x20AC;&#x153; The

more valuable the service the longer the customer will waitâ&#x20AC;? (Rubin, 2012) If we can make a brand seem more valuable to the consumer, they will be less agitated about an unavoidable wait and have more respect for the brand, choosing to use them again, recommending them and ultimately increasing brand awareness and profit.

"The world has become It's all about me. A reme world" (Lincoln and Thomassen, 2009, p35)

n today’s society, because of technological advances and good availability, it has meant consumers now have higher expectations and want everything at their fingertips. Campbell describes consumers, “Selfish – the ‘me, me, me’ generation – with short attention spans and used to having their specific needs met.” (Campbell, 2011). Anderson elaborates, “Endless choice is creating unlimited demand” (Anderson in Lincoln and Thomassen, 2009, P40) As a result consumers are and will continue to demand more and more from brands. This is therefore hard for brands to keep up to date with reacting to consumer needs and wants as they are so frequently changing.

Fig 3

When it comes to waiting Eccles makes a great point in saying: “New technology allows us to do things in our own time but queues are the antithesis of this,” (ECCLES, S in PEACHEY, K, 2012:Online). This couldn’t be more right. For example there once was a time when my parents would not leave the house because they did not want to miss a television programme. However now this isn’t an issue because they can watch it, on their phones, I-Pads or laptops or on any device with an Internet connection. Sky+ was one of the first providers to do this and now BT-Vision set their latest campaign about never missing a show again. However as Eccles points out Queues are the antithesis of queuing, on thing technology hasn’t allowed us to do is to queue in our own time.

ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME ME 29

Fig 4

NEWISM We crave the

new constantly; we are obsessed with having the latest products. Every time the latest product does more than the last, we expect more from the next. Take the I-Phone for example, “Literally five years ahead of any other mobile phone” (Jobs in Apple, 2007) however, this wasn’t the case within months of release Apple had already started to work on the next model. Five years later and three more models have been released. Newism has subsequently precipitated

impatience. In addition this impatience alongside the ability to own a smart phone has resulted in the desire to immediately connect with one an other and share views (positive and negative online surrounding products and services. When we are bored in a queue or want to complain we tweet from our smart phones about are experiences. By creating a New and exciting idea with a positive buzz for the brand. Consumers will be more inclined to give positive feedback online.

i'll be obsolete in less than a year.

Fig 5

4. ARE WE NEARLY THERE YET? WHO IS THE IMPATIENT CONSUMER?

THE IMPATIENT CONSUMER

Fig 6

he impatient consumer is emerging; this consumer no longer wants to wait and wants brands to come to them. “These consumers are more impatient and less excited by online offers which have instead become ‘the norm’. They own multiple gadgets, snack on media, have diminished attention spans and are leaders of the “I want it now” generation. (Dietrich, 2011) This type of consumer wants something more than just simple offers or promotions, they are looking for new experiences. If they don’t have this they won’t listen. “These people won’t accept messages promotions or offers that are bland and they wont listen to a brand just because they are told to do so. Why should they if the brand doesn’t give them anything in return?” (Dietrich, 2011) Dietrich’s point is accurate. As a consumer myself; I want something to catch my eye something that I actually want to engage in. We need to implement this into our ideas to ensure it is the best interest of the impatient consumer. From looking at luxury and more high end service providers we can take inspiration from how they deal with

Fig 7

waiting and what is successful for them and how they could possibly be transferable into our own ideas. First class providers are much better at manipulating the perceived waiting time, and of course it is easier as they have the finances to do so. As stated earlier time seems to move quickly in a pleasant environment. Virgin state on their website ‘We recommend you get to the airport with plenty of time to spare – it’s a good way to avoid last-minute stress’ (Virgin Atlantic, 2013:Online) Virgin are not only confident in saying this but they plant the idea in your head that you are now waiting through choice. When once arrived passengers have lots of options available to fill the time. What Virgin are good at is making all the necessities quick, and as easy as possible, for example they offer a mobile check in service up to 24 hours before your flight. What they then do is they allow more time for the luxuries. When you travel first class Virgin Atlantic flying from Heathrow, you are offered a ‘complimentary’ treatment in the spa, before your flight. You are also granted access to the revivals lounge where you have option to take a shower and enjoy food and beverages.

Generation Y Digital Natives “Generation Y consumers grew up with technology and they consider it a necessity rather than a luxury. This group expects instant gratification in the form of digital, on-the spot access to any nugget of information that comes to mind – anywhere and anytime” (Kellter, 2013) We carried out some primary research observations at train stations and at Thorpe Park. We observed a large proportion of consumers engrossed in their mobile phones. (See appendix 2 and 7). Statistics support this by saying that “Consumers are estimated to spend on average about two hours a day with apps.” (The Wall Street Journal) This gave us the initial thought that maybe an app would be the best route to go down. Cheap, easy and highly accessible to todays consumers it could be a good option.

Fig 8

5. RACE AGAINST TIME WHAT COULD WE BE DOING?

ow we have identified who the impatient consumer is, we need to establish the market. Exploring new marketing methods and the best methods in order to connect with them using the most appropriate, relevant and effective methods. We consider how marketing is changing, and why it is important for us to connect rather than to sell. We also look at digital and how it is affecting consumers and how it can be combined into and utilised in our ideas. Fig 9

TOO MANY MESSAGES

With competition in the consumer goods and service sector continuing to grow. Everybody wants to make an impact. It is causing consumers to feel incredibly overwhelmed. Take for instance Toiletries, do I buy from Superdrug where the product is initially cheaper ? or in Boots where the product is more costly but I get more advantage card points from purchasing in Boots? In the end I choose to purchase from neither and just chose to purchase from the nearest or most convenient place. “In short by treating consumer audiences as passive recipients of marketing offers, companies end up getting into shouting matches, bombarding their targets with so many appeals that those targets stop listening. (Kimmel, 2010, P23) Consumers have reached the point where “Even as customers are constantly bombarded with advertising messages, they are getting progressively better at tuning out the endless stream of come-ons. Companies then typically up the ante and try to out-shout their competitions to draw attention. All of which just leads to more shouting, and everybody is drowned out.” (Balasubramanian and Bhardwaj, 2008) Whilst consumers are receiving too many messages, there are times when consumers will be more receptive to messages, which is an additional reason as to why we have chosen to tackle the waiting period. Balasubramanian and Bhardwaj say; “Marketing messages should target customers at times when they are unoccupied” (Balasubramanian and Bhardwaj, 2008). However alongside this we also have to consider the type of waiting period and type of things we want to achieve during that period for example, “If you are trying to pay the council tax bill, then you do not want to be entertained” (Eccles, S in Peachey, K, 2012:Online)

CONNECTING NOT SELLING

TRUST & LOYALTY

RELATIONSHIP MARKETING

CONNECTING NOT SELLING “Brands need to reconnect to their shoppers” (Lincoln and Thomassen, 2009, P42) As noticed when observing people waiting at theme parks and train stations consumers were engrossed in their phones. (Appendix 2 and 7). We asked a number of consumers what it was that they were using their phones for and the most common answers were, Social media sites, and texting. Each of these is a different type of connection and communication, therefore if consumers are keen to connect with one another whilst occupying time then this creates an option for brands. Can they utilise the wait by connecting with their consumers to gain credibility? “At the heart of this eras revolution is the growing role that the personal computer and portable mobile devices play in our lives, with the internet serving to connect consumers globally in ways that hardly could have been foreseen as recently as a few decades ago.” (Kimmel, 2010, preface) We have the availability through technology to enable brands to connect anywhere any time.

TRUST AND LOYALTY

Trust and loyalty is not only something that should be incorporated into our own brand to attract other brands and companies to work with us. But also something we want our proposed brands to gain through the implementation of our ideas. “For today’s new web companies, building trust is the alternative to controlling customers” (Tapscott and Williams, 2006, P43). Like anything in life, we listen to people we trust, we trust like minded people and those who are experienced, (BAZZAR VOICE, 2012). This makes sense, because of the oversaturated environment we live in we have to have reason to make the choices we do and we make choices based upon trust. “ In this current environment, the degree to which consumer trust influences purchasing decisions has never been higher and is clearly rising” (Garfield and Levy, 2013) This will apply more when forming our ideas for WHSmiths, as we want to reconnect Smiths with their shoppers to not only target the waiting period but also ultimately increase sales. With Merlin we want to take away the negative connotations surrounding queuing as it is their biggest problem. We want to re-connect the consumers who will no longer visit because of the queues.

RELATIONSHIP MARKETING Trust and loyalty is also key in the success of relationship marketing. “Trust is at the core of customer relationship marketing (CRM)” (Kimmel, 210, P185). Having identified the impatient consumer, and consumers receiving ‘too many messages’, we have to target these consumers in the right way in order to ensure both the brands and the consumers each get the best results from our ideas. Relationship marketing is key as it works by creating longevity; attracting a customer, and then keeping them interested and loyal. “Relationships, after all, are the one thing that you can’t commoditize” (Tapscott and Williams, 2006, P44) Relationships are successful when trust is built and to some extent this is true for brands and consumers, however brands have to be very careful when building this relationship, as consumers are sceptical when brands are overly keen. “Reactions to companies’ attempts at personal contact were treated with much scepticism.” (Leahy, 2011) For the relationship marketing to be successful the brand needs to fully understand the customer and anticipate their needs. Which is why we have undertaken observations to gain accurate consumer research.(appendix 2 and 7)

Fig 10

Rise in Digital Although it may seem obvious that there has

been a significant rise in digital, it is vital for us to us to utilise digital in the most advantageous way possible. â&#x20AC;&#x153;The rise of the web means our tastes and preferences are shifting at an incredible pace and marketers need to have their finger on the pulse.â&#x20AC;? (DIETRICH, 2011)

6. PLAYERS IN THE WAITING GAME WHAT ARE BRANDS ALREADY DOING

n order to gain inspiration for our own ideas and to see what has already been done on the market, we looked at what other brands were doing. To both occupy the wait and compensating when the wait is unavoidably prolonged.

DELAY REPAY Many train companies including Virgin and London East Midlands now trains offer something titled a delay repay service. If the customersâ&#x20AC;&#x2122; journey is delayed by 30 minutes or more the customer can claim for a full refund. The Delay Repay is now available on an easy app service. To use the app you enter your details whilst waiting for your delayed train in order to quickly claim your compensation. The app can be purchased for 69p, which is a little ironic how you initially have to pay for the app in order to reclaim, however the app does have great reviews.

“It is now so easy to submit a claim to the train companies! This app does all the work for you and all you have to do is enter your journey details” (Claire321,pseud 2013:Online)

COMPENSATING DELAY REPAY

It is good that train companies are compensating consumers, however customer use these trains because they need to get from A to B. If the consumer were not compensated they would still be inclined to use the train provider anyway because they have to, so compensating seems not the best option and an expensive one at that. However the consumer may be more likely to travel by train as opposed to other options, by car or coach as they know that when something does go wrong, they are entitled to a claim.

Fig 11

By offering this service London Midland trains lost £7Million last year when the government told them to offer passenger compensation because of the excessive delays and cancellations. “In mid December the government told London Midland to offer a £7million passenger compensation package” (BBC, 2013:Online) Our idea needs to be developed to potentially save companies like London Midlands money.

Fig 12

What this service doesn’t actually tackle is curing the initial waiting period. All the service offers is compensation, and consumers will continue to use the trains, have delays and then claim and this will continue to run in a circle. The service doesn’t actually solve any problems, it keeps them at bay. What the service provider could be doing is offering discounts through the app service for consumers to use whilst they wait to occupy their time, and encourage interaction with the app.

Fig 13

Fig 14

Entertaining Disney When we carried out primary research at Thorpe Park consumers highlighted how great the queues are at Disney “The queues are brilliant there because they keep you entertained all the way round” (Respondent 1, 2013:Interview) Keen to see how and why Disney is so successful I looked into what they offer and what we could potentially take from them and incorporate ideas into our own. Firstly like most UK attractions Disney offer a Fast Pass service, however where here Fast Pass often comes at additional charge, Disney’s service is complimentary. The Fast Pass reserves your place in line whilst you enjoy the rest of the park.

Another thing that Disney do is overestimate the ride waiting times. “This is why, Disney, the universally acknowledged master of applies queuing psychology overestimates wait times for rides, so that it’s guests – never customers always guests – are pleasantly surprised when the ascend space mountain ahead of schedule” (Stone, 2012:Online) Disney have started to incorporate interactive elements and games around the park to entertain users whilst they wait. The newest interactive element sees Big Thunder Mountain Railroad’s queue at the Magic Kingdom Park. The new interactive queue takes guests on the backstory of the mining company, with live acts. A guest commented, “This

is a great addition to the Big Thunder Mountain queue! I love it when Disney brings in great updates like this that are consistent with the previous theming and storyline, rather than just replacing old, beloved attractions” (Tim, 2013:Online). This is something that also could be adopted into UK theme parks, making small updates in the form of story telling whilst queuing. Hex at Alton Towers currently uses part of the Queue time to tell a story about the ride, however the ride does not have very good reviews, one consumer said online “Hex in my opinion is one of the worst rides at Alton Towers” (Sam*, 2013:Online) Perhaps this would work better with the more popular rides where queuing is more of a problem, for example Nemesis or Air.

Fig 15

Fig 16

Jade and I feel that interactivity through queuing is something that could easily be adopted by Merlin and it is financially achievable. This summer (2013) sees Disney launch the ‘Magic Band- Experience bracelets’. The bracelets are encoded with a wealth of information including the individual’s name, credit card information, and other tidbits such as birthdays. “Disney believes that this new system will mean faster purchase transactions and less time spent waiting in line to get on rides” (Romano, 2013). Although these methods have been extremely successful, they work for Disney because of the scale and also because of their financial stability, they have money to invest in such technologies like the “Magic Bands”.

UTILISING In 2012 Tesco trailed the UK’s first interactive virtual grocery store in the departure lounge at Gatwick Airport. The idea is to save time both waiting for your departure and save time once you land. The idea of utilising this lost time is something that we are keen to capitalize upon ourselves. The screens are interactive, and are used by sliding the shelves along and choosing from 80 core products. The types of products available are your essentials likely to be needed as soon as you get home; milk, bread. You then scan the barcodes of the items you want with your smart phone and then order them to be delivered the day you get home. Whilst this is undoubtedly a great idea, it isn’t going to appeal to everybody “I do a lot of online shopping but wouldn’t do it at the airport. I couldn’t see myself doing the shopping when I’m in holiday mode.” (McDougall, 2012:Online) With this in mind we have to make sure that if we intend to utlilise the wait we need to make sure it is in the right waiting environment to do so. Tesco’s main aim is to cash in on the rise of smartphone users. The idea has a big emphasis on the smartphone, and less emphasis on the actual waiting period.

“I do a lot of online shopping but wouldn’t do it at the airport. I couldn’t see myself doing the shopping when I’m in holiday mode.”

Fig 17

Fig 18

7. ENTER WEAVE CREATED THE CREATIVE AGENCY

Fig 19

BRAND DNA

â&#x20AC;&#x153;This is the relationship Era, the first period of modern commerce when your success or failure depends not on what you say, nor even on what you produce, but increasingly on who you areâ&#x20AC;? (Garfield and Levy, 2013) Two similarly thinking minds, Jade and I look for problems and then weave together ideas to create a great solution. The idea behind the name is that we have weaved an idea together and weaved our ideas in fitting with a brand and their consumers. A brand name also needs to have some clue as to what the company actually offers. As a creative agency it was first thought to add creative at the end of Weave. However by adding created it explains in a nutshell what we actually do. We create an idea for your company. We teamed with Blue, a team of experienced web developers and together we created a fully functional website which displays everything we do.

VISUAL TRENDS

W e have opted for a very clean minimalistic approach to our branding.

Whilst the branding does not have to be eye catching to the consumer it has to be professionally pleasing to the brands in which we propose ideas for.

BRANDS ARE GOING MINIMAL

“Minimalism is a technique where designers strip creations of all the fluff and keep the only important things.” (Webdepot, 2012:Online). And this is what we have done within our designs. It is important or us to have our own visual identity but it needs to be fitting with a multitude of brands, to also showcase their own identities and what we have done with them. What we have noticed is many renowned brands changing their logos focusing more on minimalism. For example Starbucks, eBay, Microsoft and ITV have all gone for a more minimalistic approach when re designing their logos. The simplistic approach is not only trend led, but also very practical when marketing using core social media sites. “Many companies’ social media spaces are completely inconsistent with their core branding, with individual, inconsistent logos – or worsecropped or badly fitting logos – being used on social media platforms” (CUCO, 2012:Online) by using simplified logos and branding, it allows higher versatility in applications such as Facebook and Twitter, and furthermore brand consistency. We have also opted for blue tones throughout our branding. Not only is blue compatible with most colours, (this is necessary for us combining our work with that of other brands) but also for the following reason: “blue is the most popular corporate logo colour, with 49% of FTSE 100 companies using blue for their logos. Expect blue to remain popular during the next year” (Stripey, 2012:Online)

Fig 20

Fig 21

Fig 22

POP OF COLOUR CLEAN SIMPLE ELEGANT

Fig 23

PAPERS

Fig 24

Fig 25

BUSINESS CARDS

Fig 26

BUSINESS CARDS

Fig 27

CHOSEN CARDS

Fig 28

Fig 29

THEME PARKS & TRAINS With early research showing no emphasis on one key problem area of waiting.

We decided to focus on two very different areas that were both highlighted as areas of concern through our initial questionnaire.(appendix 1 and 1a) By choosing Theme Parks and Train Stations it gave us the ability to tackle two very different waiting scenarios, identifying that each solution we devise would serve different purposes for example with theme parks we aim to entertain consumers, as opposed to train stations whereabouts the wait is different and so consumers would probably not want to be entertained. .

8. LETS GET EXCITED THEME PARKS

Fig 30

MERLIN ENTERTAINMENT

L ocated myself in the Staffordshire area, Alton Towers lies close to my own heart. I would say I have visited the park at least once every year since I was above the height of 1.4m, and living close by gave me a natural interest in Theme Parks.

Searching the likes of Thorpe Park on Google and instantly highlighted is the lengthy queues you are likely to encounter when visiting the park. With over 200 million customers visiting Trip advisor a month before planning a trip (Google Analytics, 2013) I searched the site to see what consumers where saying about UK theme parks. Choosing to direct our idea at the Merlin Entertainment group I searched Alton Towers. The above comments were made.

2010 saw my last visit to Alton Towers, after only gaining access to four rides because of horrendous queuing. Even me a typically poor student I was contemplating investing in a fast pass ticket, eager to ride the anticipated new attraction ‘Thi3teen’. The ride had an estimated 150 minute queue time. “What’s that queue for?” I asked my friend “Fast Track, the irony” she replied.

Fig 31

Having read such negative feedback on the Internet, we visited Merlin theme park Thorpe Park to gain a primary insight. We interviewed visitors at the park to find out their thoughts on queuing and how it affected their day at the park. (Full interview transcripts available see appendix 8)

desperately needs to be addressed. We asked people on the day the question would you rather it be cold like this and have limited ride access, but no queue times. Or warm with access to every ride but very lengthy queues. The answers were not overly varied with 58 % of people saying they would rather not queue. Whilst online complaints highlight how queuing is an aggravating problem for the consumer it is also a big problem for Merlin. We contacted Martin Barratt the ex executive at Merlin Entertainment for some insight into the brand and how Merlin currently deal with queuing, and what they have done in the past to handle it. (Full Interview Appendix 10)

When we asked one consumer about queuing she explained “The last time I went to Thorpe Park during the holidays I swore to myself that I wouldn’t go in the holidays again because of how bad the queues were” (Mrs Southgate. 2013). This highlighted that queues can effect the overall experience of the day which is something that

Fig 32

“

It was always the biggest reason for complaints and sometimes it could lead to disturbances and fights.”(Barratt: 2013)

Barratt explained in the interview “It was always the biggest reason for complaints and sometimes it could lead to disturbances and fights.”(Barratt: 2013) Merlin should have great interest in our proposed idea. John Lyle highlighted “they are a very profit lead business” in addition to this Featherstone points out “ The 30 minutes spent waiting for a theme park ride is 30 minutes that could be spent buying other theme-park products, or being hassled by children to buy things.” (Featherstone, 2012:Online) Although it’s in our interest to keep both parties happy this is a fact which is highly appealing to Merlin and although connecting is what we are suggesting and recommending, Merlin have the power to increase profit through add on additional sales. People buy into a brand they believe in and this is also part of building a relationship with that brand.

THE BIG IDEA Helping entertain Merlin's consumers whilst they queue, and ultimately decrease queuing times.

Targeting primarily at Alton Towers and Thorpe Park, as discussed with Martin Barratt these particular Merlin attractions are similarly themed and target the same types of consumers. Having carried out research on the two parks we are confident that our idea would be well fitting here. If you are trying to pay the council tax bill, then you do not want to be entertained” (Eccles, in Peachey, 2012:Online). Consumers visit the park for entertainment purposes and so we had to develop an idea which would do just this, entertain.

Minimise Queuing Distract by engaging

The idea was formed when John Lyle spoke of his prodigy ‘Bewilderwood’. He said, “The key to short queues is redirection” (Lyle, 2013:Interview) (Full interview appendix 9) This statement gave us the initial starting point for the idea, to direct people around the parks in a subtle but entertaining way. Having already looked at the rise in digital and smart phone uses. The statistics we found came into light as we observed consumer behaviour at Thorpe Park. Whilst queuing for rides ourselves we witnessed a large proportion of users engrossed in their smart phones. This ensured us that incorporating mobile devices into our idea would work. Also highlighted when interviewing consumers at the park was Disney one lady said, “The queues are brilliant there because they keep you entertained all the way round” (Anon, 2013) We need to take inspiration from Disney and keep consumers entertained all the way round. (See Disney Case Study Page 50 & 51) These elements combined gave us the inspiration to create an interactive gaming app. The idea of the app is to allow users to effectively plan their entire theme park journey, reduce initial queuing times and ultimately cure boredom. The app will act as a distraction, to make perceived queuing time feel shorter. “When you have something to distract yourself, time passes more quickly.” (Rubin, 2012) The app has two main functions:

QUEUE TIMES

TIME PERIOD

AGE SEX

WHO IS THE CONSUMER?

ADDITIONAL BUYS

TRAVEL

OFFERS FOOD

ACTIVE SOCIALISTS

Fig 33

A FAMILY AFFAIR

Fig 34

THREES A CROWD

Fig 35

SMALL FAMILIES

Fig 36

SUNSHINE TEENS

Fig 37

THE CONSUMER JOURNEY

Fig 38

Fig 39

The consumer starts by deciding they want to visit Thorpe Park or Alton Towers.

The guest can then Journey selecting the time of their arrival,and they wish to ride on

The consumer downloads The Waiting Game App (each destination, Thorpe Park and Alton Towers will have their own app. The app will have all the same values and traits but would be park specific.)

plan their date and the rides that day.

This gives the app the information needed in order to make a personalised game and path for the guest to follow in order for the app to work.

HOW DOES IT WORK?

Fig 40

Fig 41

Date of trip is selected

Time of arrival is selected

"Personally i would put it down to game play it needs to be engaging for the player whilst also being fun" (Bailey, 2013)

Fig 42

Fig 43

The guest can see which rides are available. Here they can see videos and images, along with ride descriptions and details for example height restrictions of specific rides. (The consumer would not want to set their hopes on a ride if they were going to be restricted access on the day)

The chosen rides are submitted and then the data is collated from everyone using the app at the park that day. In order to determine where to distribute the different guests on the day.

Through the mobile app or online via the website link the consumer selects the top 10 rides he/she/as a group would want to go on. This could be done in the car or in the initial ticket queue to occupy the user here.

The consumer then gets their own personalised map and game layout depending upon the rides they have selected. The personalised game will take consumers on a discretely planned journey unveiling clues so the consumer unlocks the access to their next ride or destination. By directing the consumers to specific rides at specific times, queues will be naturally shorter.

Fig 44

Fig 45

Utilising smart phones and features on them. GPS will pick up on the consumers location and offer discount as incentives to eat at nearby restaurants and food attractions. The intelligence of the app will be able to suggest when the consumer should eat â&#x20AC;&#x153;people get grumpy when they are hungryâ&#x20AC;? (Kornell, 2011:Online)

The score board will display top scores and submit them to social media sites such as Facebook to further promote the app.

Fig 46

Fig 47

PROMOTE

PLAY

APP PROMOTION AROUND THE PARK 88

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STOP QUEUE JUMPING

PROMOTE

EXECUTIONS

Fig 50

The idea will first be trialled at Alton Towers the biggest of Merlinâ&#x20AC;&#x2122;s parks and should the idea prove successful the idea can then be adapted to other attractions including Thorpe Park and Chessington. Alton Towers already invest money in the advertising of new rides. With this in mind we have chosen to launch our campaign alongside the launch of the new ride The Smiler. This will include adding details of our app at the end of the TV adverts, in Newspapers, Print and anywhere that the Smiler is advertised.

A competition will run and the first one hundred people to download and play the app will gain fast pass to the new ride. This will be advertised on the websites, train stations and bus shelters. The and and this app

new ride will generate publicity gain press attention naturally our app will be an addition to it provides opportunity for the to be introduced to the public.

T.V ADVERT

AS THE SMILER ADVERT COMES TO AN END “THE WAITING GAME” APPLICATION IS PROMOTED AND VIEWERS ARE ENCOURAGED TO DOWNLOAD

DON’T WAIT TO RIDE

5 Fig 51

DOWNLOAD NOW

T.V ADVERT

DONâ&#x20AC;&#x2122;T WAIT TO PLAY

#thewaitinggame

7 93

#thewaitinggame

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Tesco club card points now offer Alton Towers tickets as rewards for swapping your points. When exchanging your points online via the Tesco website there will be more information on The Waiting Game App.

In theory no matter what ride we choose to launch with the ride truthfully, it will not appeal to every consumer for example Charlie and the chocolate factory a main attraction at Alton Towers would not appeal to certain consumer groups i.e.: the sunshine teens who want to impress Whilst the promotion and launch of each other and ride the high impact thrill. the new ride will reach the majority of our consumer we have highlighted The Small families consumer group that because of the nature of the however will be reached via other ride it may not appeal to one of our methods such as the website, the consumer groups: the small families. Tesco website and via social media.

Fig 55

SOCIAL MEDIA Fig 56

Fig 57

Social Media

With consumers being online it would be senseless not to utilise this. Alton Towers already reaches 1.3 million people through likes on it’s FB page. Additionally it has 44,388 followers on twitter. This is a huge audience we cannot ignore.

Twitter

Facebook

#thewaitinggame The twitter account will tweet followers at random asking them questions surrounding the app as incentive to tweet back users will unlock further discounts and promotional codes to various Merlin attractions. This allows Merlin to gain further insight into the success of the app and how any improvements and changes could be made.

The app already allows the player to connect to Facebook where they can check in tag pictures and update status’s. The player’s score will continually be updated and displayed on the Facebook page. Consumers can share their experiences with others this giving the app further promotion.

9. ON THE RIGHT TRACKS TRAINS

WHSMITHS Helping students make the most of their time, by utilising the waiting period both on and off the train.

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Fig 58

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ETHNOGRAPHIC

Fig 59

Fig 60

Jade and I undertook various aspects of primary research exploring waiting at train stations and on the train. As regular train users ourselves we carried out some ethnographic research documenting our own both shorter and longer journeys to gain insight into the variation of the journeys. Jade and I noticed some similarities in our journeys.

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BOOK AN OFF PEAK TRAIN

ONLINE

USE A RAILCARD

BRING A PACKED LUNCH TO SAVE MONEY

PLAN TO DO WORK ON THE TRAIN

DO NO WORK ON THE TRAIN

Fig 61

A STUDENT JOURNEY

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Fig 62

We are just two consumers and had to confirm there were other consumers like ourselves. By observing at train stations we could identify if there was a similar type of consumer to ourselves that is worth targeting. Visiting the station at 10am on a Monday morning our observations lead us to believe that a large proportion of people waiting for train were students. We proceeded in interviewing them and our predictions were correct most people waiting were students. (See Appendix 2 and 4))

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Fig 63

From both observations and also from interviewing the consumers we compiled a list of similarities:

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Train stations have no queue etiquette, everybody boards the train together Travellers were passing time by clock watching, using their phones, and I-Pods, Students we interviewed were using a 16-25 railcard The digital consumer purchases their tickets online The students intended to utilise their time to do work on the train To prevent the 16-25 railcard users missing their train they get there with plenty of time to spare to avoid re-paying for a new ticket.

From these observations and interviews, we made the decision to make students our target audience, and help and encourage them to utilise their wait. Right from our initial questionnaire when we asked consumers if they would rather be entertained or utilise their wait to which the results were pretty similar 61.29% wanted to be entertained and 50% productive. However this was dependent upon the duration of the wait, the type of wait, the mood of the consumer and how much workload he/she has at that time.

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Wi-Fi IS ESSENTIAL

Statistic of students we asked at the train station said that they were planning on doing work on the train. Jade and I discussed that most of the time we are prevented from doing work because we always need access to the Internet. (Part of the rise in digital). â&#x20AC;&#x153;I was brought up with the internet and spend my whole life onlineâ&#x20AC;? (Passenger Focus A ,2012, P9). We want constant access to online and if we are to utilize our time to its full potential the first thing we need to offer is free Wi-Fi to our target audience. In addition to this, the more consumers that are online the more availability we have to maximise the connection between consumer and brand, through social media and online resources (See rise in digital). So with this as our starting point we then had to find a brand that would benefit from our idea. A train provider would seem an obvious choice, however from interviewing consumers at train stations our demographic picked their train purely based upon the cheapest price, not based upon the service provider.

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RECONNECTING WHSMITH WITH THEIR CONSUMER

We looked at brands associated with travel and train stations and also with students. WHSmiths are a perfect fit. WHSmiths is made up of two core businesses – Travel and High Street. The 2012 Annual Report states “The Travel business is focused on delivering value to shareholders through organic growth in its existing outlets, securing new contracts, trialing new formats, increasing ATV (average transaction value) and making improvements to trading efficiency.” (WHSMITHs, 2012) The points highlighted suggest that WHSmiths would not only be excited about our proposition, but ensure Jade and I have an even stronger focus. We can target the existing outlets, the brand enables us to try our new format, and ultimately increase sales and ATV. The business operates in 561 units, mainly in airports, railway stations, motorway service areas, hospitals and workplaces, primarily in the UK. 125 of these are in railway stations, (WHSmiths Annual report, 2011). Overall like-for-likes fell 5% over 2011/12 (Retail Week, 2013) which is poof that the company would benefit in implementing our idea to boost sales. By attaching our idea to WHSmith we can remind students of what a great brand WHSmiths is and raise brand awareness to ultimately increase sales.

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Fig 64

â&#x20AC;&#x153;

"The Travel business is focused on delivering value to shareholders through organic growth in its existing outlets, securing new contracts, trialing new formats, increasing ATV and making improvements to trading efficiency. WHSMITHs, 2012

â&#x20AC;&#x153;

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THE CONSUMER JOURNEY

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Fig 65

The consumer books their train online using a variety of platforms /phone/ laptop/I-Pad. As highlighted from interviewing our target consumers at the train station research, the consumer chooses a specific time to travel based on cheapest train.

Fig 66

The student selects a 16-25 railcard used to lower their fare. Here they enter their details including a mobile phone number. It is crucial that the student enters their number to have access to the free Wi-Fi.

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On the day of travel the consumer arrives at the station early to avoid missing the train and repaying.

Fig 67

WHSmith use Geofencing to connect with the consumer via a text message to congratulate them on getting to the station on time. The text will contain varied offers and discounts for the consumer to use at the nearest WHSmiths store.

The text is also a reminder that in order to gain access to the free Wi-Fi you need to purchase something from the store.

When interviewing our target consumers they explained how they would not purchase refreshments from train stations because they were too expensive (Appendix) These offers will encourage students consumer spend at stations and in general stores in the long term.

Fig 68

6 Once the consumer has made a purchase the receipt will contain a unique Wi-Fi code for that day.

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Student proceeds to train with good time to find seat their seat and connect to the WI-FI

Fig 69

Amongst the carriages are posters from the campaign displaying WHSmiths branded posters. The print campaigns display motivational words and images to encourage students to utilise their time.

Fig 70

Fig 71

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Fig 72

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8 115

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Fig 77

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Fig 79

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The trolley carts provided on the trains will distribute free WHSmiths branded pens to students who forget theirs. These are provided when the student shows their rail/student card. If a student forgets their pen then the productivity of their whole journey could be jeopardised.

Fig 80

10 When looking at relationship marketing this comes into effect, as when the consumer needs a pen in the future they will remember when WHSmiths provided them with one, and are more likely to buy from there again.

Fig 81

Fig 82

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The student can scan the QR codes via the posters in the carriages or on the bottom of the receipt. This takes you to the WHSmith website where you can view online videos from professionals and famous figures based upon utilising your time.

Fig 83

Fig 84

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Fig 85

Fig 86

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Fig 87

GPS and Geofencing can be used to measure how successful the text is as they will be able to see if the customer arrives at WHSmiths or not.

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WHAT'S IN IT FOR WHSMITHS?

WHSmith have opportunity here to re-connect with their consumers. By offering students discounts in store it will entice them to spend in store as opposed to bringing their own provisions or buying elsewhere. (Which they currently do highlighted when we interviewed our target consumers at the train stations) As mentioned earlier WHSmith are keen to increase ATV and this idea will assist in doing so. The consumer will spend in store to gain free Wi-Fi access and be more likely to buy other items whilst there, as it would be more convenient to do so. By siding with the students, encouraging and supporting them in both their train journey and in lifeâ&#x20AC;&#x2122;s journeys (relationship marketing) by offering small gestures like free pens and Wi-Fi. The student will have memory of when WHSmith was there for them and this will encourage repeat purchase and further purchases when they are no longer a student. The campaign will give WHSmiths general publicity and give them an opportunity to dominate the train station environment fighting off oppositions such as Boots and M&S who also have dominant spaces in the travel sector. WHSmith will also now have a new database of consumers where they can target them with new products and offers.

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WHAT'S IN IT FOR THE STUDENTS ?

Students can now utilise their train journeys to complete school/ college/university work with the aid of the free Wi-Fi service. We understand that student may take advantage of this for entertainment purposes, which isnâ&#x20AC;&#x2122;t the focus, however in order to access the Wi-Fi it will still encourage sales from WHSmith. They can purchase products at a cheaper discounted rate (which is what every student needs and wants is some kind of discount) shown in our primary research at the stations (appendix 4) and gain access to WHSmithâ&#x20AC;&#x2122;s online resources such as videos. The campaigns will encourage students to do work whilst on the train with motivational words and interactive QR codes.

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10. BETTER IN TIME CONCLUSION

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BETTER IN TIME

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What we have done is not only provided realistic and economically viable solutions for two major companies, but we have also solved some of their biggest problems which will result in more profitable businesses. Although Merlin is an ever growing success dominating the UK attractions market, ex director Martin Barratt highlighted to us that Queuing was amongst the biggest problems at Merlin and often lead to disturbances and fights. It is only a matter of time before these issues worsen and negative press will lead to vistors opting for other parks such as Drayton Manor, where the queues are perceivably less. Our idea is a small step in making huge improvements to this issue. The idea of redirection will initially cut down the queues and also help distract what queuing is left. Customers who vowed never to return will be curious to give it a go, frequent visitors will be impressed as it adds to the experience and ultimately it will entice new guests. WHSmith on the other hand has not only seen a decline but it states that it is keen to progress in the travel market, increase ATV whilst introducing new methods. Our idea applies to all of the above re-connecting with students with a good old fashioned British retailer. Tackling two very different types of wait, Weave created already has other plans in mind for the future. Next we would like to tackle the NHS, a slightly more sensitive area but also another huge problem. It would be great to try and suggest solutions that could actually benefit peoples health as opposed to entertaining and utilising. We are confident that there is a solution, and that we will get there in time.

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11. ILLUSTRATIONS REFERENCES BIBLIOGRAPHY

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ILLUSTRATIONS Fig 1. Olympic Rush Hour. 2012. [online image]. Available from: http://www.flickr.com/photos/ worldoflard/7735099160/ [Accessed 2 May 2013] Fig 2. Two types of wait. 2013. [own infographic]. Fig 3. ME ME ME. 2013. [own infographic]. Fig 4. NEWISM. 2013. [own infographic]. Fig 5. Future Technology. 2013. [online image]. Available from: http://www.shutterstock.com/ pic-114252466/stock-photo-future-technology-touch-button-inerface-illustration-on-blue-background.html [Accessed 9 May 2013] Fig 6. Impatient Consumer. 2013. [own infographic]. Fig 7. Virgin Clubhouse. 2013. [online image]. Available from: http://www.weheart.co.uk/ upload-images/virginclubhouse2.jpg [Accessed 29 April 2013]. Fig 8. Digital Natives. 2013. [own infographic]. Fig 9. Too many messages. 2013. [own infographic]. Fig 10. Phones for Entertainment. 2013. [own infographic]. Fig 11. Waiting on the platform. 1940â&#x20AC;&#x2122;s. [online image]. Available from: http://www.flickr.com/photos/kuvvy/396753854/[Accessed 13 May 2013] Fig 12. Station Clock. 2013. [online image]. Available from: http://2.bp.blogspot.com/_ UeKpPmoedmk/SvrVwy0O7dI/AAAAAAAAAGc/CVg8NejF2T8/s400/Black+and+White+old+stat ion+clock.png [Accessed 3 May 2013]. Fig 13. Train Tunnel. 2013. [online image]. Available from: http://media-cacheak0.pinimg. com/originals/7c/28/79/7c28798182e781422e5b09f5d24266d4.jpg [Accessed 1 May 2013]. Fig 14. Disney Magic Bands. 2013. [online image]. Available from: http://sheila0gh.files.wordpress.com/2010/08/fastpass.jpg [Accessed 29 April 2013].

Fig 15. Space Mountain Tickets. 2013. [online image]. Available from: http://farm1.staticflickr.com/166/396753854_7eb2a3a0ca_z.jpg?zz=1 [Accessed 3 May 2013].

Fig 16. Interactive Queuing. 2013. [online image]. Available from: http://2.bp.blogspot.com/-AwIEz8j7YtU/UOs-tbCSLtI/AAAAAAAAA5I/OQBxsl59jzo/s1600/disney-magic-band.jpg [Accessed 21 April 2013]. Fig 17. Tesco interactive shopping 1. 2013. [online image]. Available from: http://2d-code. co.uk/images/tesco-interactive-virtual-grocery-store.jpg [Accessed 2 April 2013].

Fig 18. Tesco interactive shopping 1. 2013. [online image]. Available from: http://im.ft-static.

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com/content/images/a589a29d-c3a6-429b-b116-282dc004edfa.img [Accessed 15 April 2013]. Fig 19. Brand DNA. 2013. [own infographic]. Fig 20. Starbucks Logo. 2013. [online image] . Available from: http://www.whec.com/whecimages/repository/2013-01/starbucks-logo.jpg [Accessed 20 April 2013]. Fig 21. Microsoft Logo. 2013. [online image]. Available from: http://www.gdcvault.com/img/ gdc_vault/sponsor_images/33/logo.png [Accessed 2 May 2013]. Fig 22. Ebay Logo. 2013. [online image]. Available from: http://www.bitterwallet.com/wpcontent/uploads/2012/09/ebay-new-logo.png [Accessed 20 April 2013]. Fig 23. Moodboard. 2013. [own moodboard] Fig 24. Own Papers 1. 2013. [own Image] Fig 25. Own Papers 2. 2013. [own Image] Fig 26. Business Cards 1. 2013. [own Image] Fig 27. Business Cards 2. 2013. [own Image] Fig 28. Business Cards 3. 2013. [own Image] Fig 29. Theme Parks & Trains. 2013. [own Infographic/Image] Fig 30. Thunder Road Rollercoaster. 2013. [online image]. Available from: http:// cdn.c.photoshelter.com/img-get/I0000arctD.RokhY/s/750/750/Carowinds-Theme-Park030.jpg [Accessed 23 May 2013]. Fig 31. 0 Minuets Queue. 2013. [image by Clare Smith/Jade Holmes] Fig 32. Nemesis. 2013. [image by Clare Smith/Jade Holmes] Fig 33. Active Socialists. 2013. [own Infographic] Fig 34. Itâ&#x20AC;&#x2122;s a Family Affair. 2013. [own Infographic] Fig 35. Threes a Crowd. 2013. [own Infographic] Fig 36. Small Families. 2013. [own Infographic] Fig 37. Sunshine Teens. 2013. [own Infographic] Fig 38. App Screen 1. 2013. [own Image] Fig 39. App Screen 2. 2013. [own Image] Fig 40. App Screen 3. 2013. [own Image]

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Fig 41. App Screen 4. 2013. [own Image] Fig 42. App Screen 5. 2013. [own Image] Fig 43. App Screen 6. 2013. [own Image] Fig 44. App Screen 7. 2013. [own Image] Fig 45. App Screen 8. 2013. [own Image] Fig 46. Promote. 2013. [own Image] Fig 47. Play. 2013. [own Image] Fig 48. Stop Queue Jumping. 2013. [own Image] Fig 49. Promote 2. 2013. [own Image] Fig 50. Smiler/ WaitingGame Advertisement . 2013. [own image] Fig 51. Story Board. 2013. [own Image] Fig 52. Waiting Game Advert. 2013. [own Image] Fig 53. Website Promotion. 2013. [own Image] Fig 54. Tesco Promotion. 2013. [own Image] Fig 55. FB Home Screen. 2013. [own Image] Fig 56. FB Screen Grab. 2013. [own Image] Fig 57. Waiting Game Twitter Homepage. 2013. [own Image] Fig 58. WHSMITH High Street Image. 1907. [online image] . Available from: http://www. flickr.com/photos/whsmithcouk/page2/ [Accessed 11 May 2013] Fig 59. Jades Consumer Journey. 2013. [own image]

Fig 60. Clares Consumer Journey. 2013. [own image] Fig 61. A Student Journey. 2013. [own infographic] Fig 62. 10 minuets left to wait. 2013. [own infographic] Fig 63. 90% of People were on their phones. 2013. [own infographic] Fig 64.Old Account Book . 1850. [online image]. Available from: http://www.flickr.com/photos/whsmithcouk/page2/ [Accessed 9 May 2013] Fig 65. Different Platforms. 2013. [own infographic]. Fig 66. Booking Your Train. 2013. [own image].

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Fig 67. Receiving the Text. 2013. [own image]. Fig 68. The Coded Receipt. 2013. [own image]. Fig 69. Welcome to WIFI. 2013. [own image]. Fig 70. WHSMITH Advert 1. 2013. [own image]. Fig 71. WHSMITH Advert 1. 2013. [own image]. Fig 72. WHSMITH Advert 2. 2013. [own image]. Fig 73. WHSMITH Advert 3. 2013. [own image]. Fig 74. WHSMITH Advert 4. 2013. [own image]. Fig 75. WHSMITH Advert 5. 2013. [own image]. Fig 76. WHSMITH Advert 6. 2013. [own image]. Fig 77. WHSMITH Advert 7. 2013. [own image]. Fig 78. WHSMITH Advert 8. 2013. [own image]. Fig 79. WHSMITH Advert 9. 2013. [own image]. Fig 80. Free Pen Cart. 2013. [own infographic] Fig 81. WHSMITH QR Code Advert 1. 2013. [own image]. Fig 82. WHSMITH QR Code Advert 2. 2013. [own image]. Fig 83. WHSMITH Receipt with QR Code. 2013. [own image]. Fig 84. WHSMITH Sign in Page. 2013. [own image]. Fig 85. WHSMITH & TED. 2013. [own image]. Fig 86. WHSMITH Library. 2013. [own image]. *Figures references [Own Image] were compiled by Clare Smith and Jade Holmes.

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APPENDICES

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APPENDIX 1 - INITIAL QUESTIONNAIRE APPENDIX 1A - INITIAL QUESTIONNAIRE RESULTS APPENDIX 2 - OBSERVATIONS APPENDIX 3 - ETHNOGRAPHIC RESEARCH APPENDIX 4 - INTERVIEWS AT NOTTINGHAM TRAIN STATION APPENDIX 5 - CONSUMER JOURNEYS APPENDIX 6 - TRAIL THE THORPE PARK APP APPENDIX 7 - VISIT TO THORPE PARK OBSERVATIONS APPENDIX 8 - VISIT TO THORPE PARK INTERVIEWS APPENDIX 9 - INTERVIEW WITH JOHN LYLE APPENDIX 10 - INTERVIEW WITH MARTIN BARRATT APPENDIX 11 - EMAIL INTERVIEW WITH DANIEL BAILEY APPENDIX 12 - PINTEREST VISUAL INSPIRATION APPENDIX 13 - CONSENT FORMS TRAIN STATION 13A- THEME PARKS 13B- CONSUMER JOURNEYS APPENDIX 14- TUTORIAL RECORD SHEETS APPENDIX 15- CRITICAL PATH APPENDIX 16 - ETHICAL CLEARANCE CHECK LIST

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APPENDIX 1 - INITIAL QUESTIONNAIRE

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APPENDIX 1A - INITIAL QUESTIONNAIRE RESULTS

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APPENDIX 2 - OBSERVATIONS Observations in Pumpkin Café – Nottingham Train Station

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Not many seats available Quite crowded atmosphere with many people sharing tables The café is inside and as it is a cold day today many people are using the café as a place to stay warm Most people are eating Three people are reading newspapers One person is working One younger girl is on her phone with her iPod on the table The average prices for food and drink are similar to those at Costa Man, roughly middle aged, is using his phone Woman, roughly 40 years old, is trying to make a call on her mobile Another middle aged man is on the phone standing near the magazine stand There’s music playing quietly in the background A woman, who looks to be in her 20s, is listening to music on her phone Whilst we have been sitting here, which is roughly 10 minutes, only two people have looked at the magazines (one male, one female) There are more middle aged consumers inside the café than outside Outside there is definitely a younger demographic – Is this because they don’t want to or don’t have the money to spend in the café? The majority of younger consumers are listening to music and checking their mobile phones.

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APPENDIX 3 - ETHNOGRAPHIC RESEARCH Clare Smith Thursday 21st February 2013 13:48 The Train is not due until 14:28 but I arrive in good time, as I have pre booked my ticket and cannot miss the train or I will have to buy a whole new ticket. I am sat in the overpriced cafĂŠ with around 20 people of mixed ages, genders, races etc. 4x couples, s couples talking together 2 doing their own thing 80% of people have drinks but most look done with and people are just using the space to sit in the warm. Lots of people on phones, reading papers and books, and ticket checking. I board at 14:11 and instantly pull out my water and magazines. I listen to other peoples conversations before pulling out my Ipod. 14:28 depart promptly. I start to note down how many times I check my Facebook and Twitter but loose count, I would say I check it every few minuets. The ticket inspector chekcs my ticket at 14:32. I read my magazines and after 1 minuets I continue the journey with my Ipod and texting. I notice a child and mother sat colouring and playing games to occupy their time.

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APPENDIX 3 - ETHNOGRAPHIC RESEARCH 28/02/2013 - - - - - - - - - - - - - - -

Jade Holmes

I arrive 25 minutes early (typical me), find a seat and put my suitcase in the luggage holder I realise I’ve left my earphones at the flat – DISASTER!! I started to update my diary for the next few weeks to waste some time, however I still have 10 minutes until we leave the station. I’ve bought a book with me to read for research although this won’t distract me for long as reading whilst moving makes me feel travel sick. A boy joins me on the table. I’d say he was roughly 18-23 years old and he has been on his mobile phone since he sat down. He continues to use his phone throughout the journey as well as listening to music. The women next to me who looks around 35-50 years old has just eaten and has now started to knit. She has headphones with her and is watching/listening to something on her iPad mini as she knits. The man ahead of me, approx. 45+ is reading a newspaper. A younger girl, more than likely a student, is on her phone and listening to music on her earphones. I notice her check her phone quite frequently before she falls asleep for a bit. After being on the train for 10 minutes I have already checked my phone twice!!! I play a game on my phone for a bit but I get bored and stop. I mostly use my phone to talk to friends on whatsapp and to check twitter. I tweet whilst I am on the train. A lady a few seats away from me has been on the phone for around 10 minutes now – is this a useful time to for people ‘catch up’ with friends/family. When I get to St Pancreas to catch my connecting train the atmosphere changes. People are rushing around and there seems to be a lot of people stressed out or rushing to catch their train. When I’m underground I notice a lot of people in work wear/suits with large bags, which I assume is because they’re travelling home from work. Most people here are travelling alone. Some people have newspapers that they’re reading. I go to check my phone but realise I have no signal. I don’t really know what to do for the next 10 minutes so I stand on the platform playing a game on my phone – there are no seats available for me to sit on, as the platform is relatively busy by this point (the time is 4.28).

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APPENDIX 4 - INTERVIEWS AT NOTTINGHAM TRAIN STATION Nottingham Train station 10am -12pm Monday 18th March 2013 Male 21 Student 16-25 Railcards User 1) Is this the beginning of your journey? Beginning 2) How long have you been waiting for? Is this through choice? 4 Minutes, 10 remaining, Yes 3) Is your journey straight through or do you have a connecting train? Straight Through 4) Who are you travelling with? (Train company) East Midlands 5) Are you traveling alone? No, with friends. I’m meeting them on there 6) What are your reasons for travel? University 7) Have you bought anything with you to occupy your journey? I might do a bit of uni work Phone 8) Have you looked at your mobile whilst waiting? How often? What for ? Yes, Once 9) Do you have a preference of train company? Why? No preference 10) How regularly do you travel by train? Regularly 11) What’s the best train station you’ve been to and why? N/A 12) Why have you chosen to travel at this time? Gets me to uni on time, can use my railcard 13) Have you made use of any of the facilities here? No will occasionally buy a drink/coffee Female 19 Student 16-25 Railcards User

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1) Is this the beginning of your journey? Beginning 2) How long have you been waiting for? Is this through choice? 5 Minutes. Yes I had a lift from someone so had to come early 3) Is your journey straight through or do you have a connecting train? Connecting train at Grantham then on to Kings Cross 4) Who are you travelling with? (Train company) East Coast trains as they are the cheapest 5) Are you traveling alone? Alone 6) What are your reasons for travel? Going home after visiting my brother 7) Have you bought anything with you to occupy your journey? Phone/Ipad 8) Have you looked at your mobile whilst waiting? How often? What for ? Yes I have it out constantly for communication, Fb, Twitter, Music Phone is essential 9) Do you have a preference of train company? Why? No preference, Cheapest 10) How regularly do you travel by train? Regularly 11) What’s the best train station you’ve been to and why? St Pancreas, lots to do 12) Why have you chosen to travel at this time? Can use my railcard, wasn’t too early 13) Have you made use of any of the facilities here? No will occasionally to keep warm Female 20 Student 16-25 Railcards User

1) Is this the beginning of your journey? Beginning

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2) How long have you been waiting for? Is this through choice? 15 Minutes, 10 remaining, Yes I use my railcard so if I miss the train I can’t catch another I would have to buy a brand new ticket 3) Is your journey straight through or do you have a connecting train? Straight Trough 4) Who are you travelling with? (Train company) Not sure, I just choose the cheapest 5) Are you traveling alone? Alone 6) What are your reasons for travel? To go home from university 7) Have you bought anything with you to occupy your journey? Uni work Phone 8) Have you looked at your mobile whilst waiting? How often? What for ? Yes, a lot, FB, Twitter, Whats app, texting 9) Do you have a preference of train company? Why? No preference, the cheapest 10) How regularly do you travel by train? 2-3 times a month 11) What’s the best train station you’ve been to and why? N/A 12) Why have you chosen to travel at this time? Cheapest time, can use my railcard 13) Have you made use of any of the facilities here? No I like to save money Male 19 Student 16-25 Railcards User

1) Is this the beginning of your journey? Beginning 2) How long have you been waiting for? Is this through choice? 10 Minutes. Yes I’ve come early to avoid missing it 3) Is your journey straight through or do you have a connecting train? Change at Leeds

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4) Who are you travelling with? (Train company) Northern Rail, it’s the quickest 5) Are you traveling alone? Alone 6) What are your reasons for travel? University, in Huddersfield 7) Have you bought anything with you to occupy your journey? Phone, quite important to have with me, and I’m going to make a presentation for university 8) Have you looked at your mobile whilst waiting? How often? What for ? Not yet, but will use it a lot once I’m on 9) Do you have a preference of train company? Why? No preference, 10) How regularly do you travel by train? Regularly, every weekend 11) What’s the best train station you’ve been to and why? N/A 12) Why have you chosen to travel at this time? Gets me to uni on time, can use my railcard 13) Have you made use of any of the facilities here? No

Female Student 16-25 Railcards User

1) Is this the beginning of your journey? Beginning 2) How long have you been waiting for? Is this through choice? 30 Minutes 3) Is your journey straight through or do you have a connecting train? Straight Through 4) Who are you travelling with? (Train company) East Midlands 5) Are you traveling alone? Alone

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6) What are your reasons for travel? University 7) Have you bought anything with you to occupy your journey? No I get bored 8) Have you looked at your mobile whilst waiting? How often? What for ? Yes I have it out, very important 9) Do you have a preference of train company? Why? No preference 10) How regularly do you travel by train? Every week 11) Whatâ&#x20AC;&#x2122;s the best train station youâ&#x20AC;&#x2122;ve been to and why? N/A 12) Why have you chosen to travel at this time? Gets me to uni on time, can use my railcard 13) Have you made use of any of the facilities here? No I need to save money

Female Student 1) Is this the beginning of your journey? Beginning 2) How long have you been waiting for? Is this through choice? 30 Minutes, 15 remaining, Yes 3) Is your journey straight through or do you have a connecting train? Straight Through 4) Who are you travelling with? (Train company) East Midlands 5) Are you traveling alone? Alone 6) What are your reasons for travel? College 7) Have you bought anything with you to occupy your journey? 8) Have you looked at your mobile whilst waiting? How often? What for ? Yes, lost count very often, FB, Twitter, Instagram

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9) Do you have a preference of train company? Why? No preference 10) How regularly do you travel by train? Regularly 11) What’s the best train station you’ve been to and why? N/A 12) Why have you chosen to travel at this time? Gets me to uni on time 13) Have you made use of any of the facilities here? No will occasionally buy a drink/food

Couple 40’s 1) Is this the beginning of your journey? Beginning 2) How long have you been waiting for? Is this through choice? 15 Minutes 3) Is your journey straight through or do you have a connecting train? Straight Through 4) Who are you travelling with? (Train company) East Midlands to London 5) Are you traveling alone? No, with my Husband 6) What are your reasons for travel? A city break 7) Have you bought anything with you to occupy your journey? Magazines, Phone 8) Have you looked at your mobile whilst waiting? How often? What for ? Once 9) Do you have a preference of train company? Why? No preference, I don’t travel very often

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10) How regularly do you travel by train? Not often, we usually drive 11) What’s the best train station you’ve been to and why? N/A 12) Why have you chosen to travel at this time? Not too early/too late 13) Have you made use of any of the facilities here? Yes have bought a coffee

Female 20’s Student 16-25 Railcards User

1) Is this the beginning of your journey? Beginning 2) How long have you been waiting for? Is this through choice? 15 Minutes. Yes I wasn’t sure how long it would take to get here and wanted to leave plenty of time just in case 3) Is your journey straight through or do you have a connecting train? Connecting train at Ealing 4) Who are you travelling with? (Train company) Not sure 5) Are you traveling alone? Alone 6) What are your reasons for travel? Going home, been visiting friends this weekend 7) Have you bought anything with you to occupy your journey? Phone 8) Have you looked at your mobile whilst waiting? How often? What for ? Yes, have spent the last 15 mins staring at my phone, FB, Twitter, Soduku 9) Do you have a preference of train company? Why? No preference 10) How regularly do you travel by train? Regularly 11) What’s the best train station you’ve been to and why? St Pancreas

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12) Why have you chosen to travel at this time? N/A 13) No

Female 50’s Visiting Family 1) Is this the beginning of your journey? Beginning 2) How long have you been waiting for? Is this through choice? 15 Minutes, got here early to be prepared 3) Is your journey straight through or do you have a connecting train? Straight Trough 4) Who are you travelling with? (Train company) Not sure 5) Are you traveling alone? Alone 6) What are your reasons for travel? Visiting Family 7) Have you bought anything with you to occupy your journey? Book 8) Have you looked at your mobile whilst waiting? How often? What for ? Yes, I’ve been deleting old messages, (not a smart phone) 9) Do you have a preference of train company? Why? No preference 10) How regularly do you travel by train? Once every couple of months 11) What’s the best train station you’ve been to and why? Copenhagen, it’s very modern 12) Why have you chosen to travel at this time? Not too early/Late 13) Have you made use of any of the facilities here? No as there’s nothing to do

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Female 20’s Student 16-25 Railcards User

1) Is this the beginning of your journey? Beginning 2) How long have you been waiting for? Is this through choice? 5 Minutes, 5 remaining, Yes 3) Is your journey straight through or do you have a connecting train? Change at Grantham 4) Who are you travelling with? (Train company) East Midlands 5) Are you traveling alone? Alone 6) What are your reasons for travel? London for an interview 7) Have you bought anything with you to occupy your journey? A paper and my phone 8) Have you looked at your mobile whilst waiting? How often? What for ? Yes, regularly texting 9) Do you have a preference of train company? Why? East Great Western as they are convenient 10) How regularly do you travel by train? Regularly 11) What’s the best train station you’ve been to and why? St Pancreas, it’s modern and there’s stuff to do 12) Why have you chosen to travel at this time? Gets me to my interview on time, cheaper 13) Have you made use of any of the facilities here? Yes have bought a coffee

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APPENDIX 5 - CONSUMER JOURNEYS

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CLARE SMITH STUDENT AGED 22

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EMILY CLAY STUDENT AGED 22 Quick Easy Busy Smelly Yummy Biscuits Did some uni work Music Sleepy Dreamy

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MILLIE HUNT STUDENT AGED 22

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VICKY WILSON STUDENT AGED 20

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ELLYN GRANT STUDENT AGED 21 Arrived at the station at 16.47, 20 minutes early for my train. I checked the platform, browsed whsmiths for a magazine but they didn’t have the one that I wanted so I got the lift down to the platform and got a seat outside where I sat for about 15 minutes, doing nothing but people watching. Train came on time, got a seat by the window going backwards through choice, even though I hate going backwards...weird. Really busy tiny small slow train (more like a bus) that stops at about 12 stops. Bored already and it’s only been ten mins. I’m currently just listening to music on my phone (legally blonde) and staring out the window (and at the 2 horrendously fat people spilling out the chair next to me) contemplating writing in my diary about my trip to Paris that I just got back from . Train stopped at 17.46 due to signal problems, have been waiting ten minutes. Still no sign of movement the train lady keeps saying she will let us know when she hears any info and she is sorry for the delay. Everyone looking very bored and concerned. I’m just listening to Beiber and staring at the window at a bush very jealous of the woman playing fun games on her iPad next to me. 18.02 train started to move again. Got to derby 20 minutes late so the train that I was meant to get to notts had gone and I have a half an hour wait for the next. Filled the time by going to the platform, Going to the loo, buying some cadburys taster chocolates from the vending machine and sitting people watching in the waiting room. Everyone else in the waiting room apart from 2 were passing the time using some sort of technology I saw a laptop, a tablet, an iPad, iPod, phones. Crazy. Now on my next and final train from Derby to Nottingham which is hopefully on time. I’ve got seats too myself this time and a luggage rack to put my bag unlike the last one when i had it crammed under my legs which was awkward. Train just departed on time, I’m just playing on snap chat to my friends and trying not too laugh out loud or look like a weirdo taking pictures. Listened to music for the rest of the journey, arrived in notts just after half 7...half an hour late but not too bad. Now time for the tram! On the tram 19.39 had to wait for about 2 mins very fast! Nearly homeeeeeeeeeee.

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RICHARD MELBOURNE STUDENT AGE: 24

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JADE HOLMES STUDENT AGE: 21

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APPENDIX 6 - TRAIL THE THORPE PARK APP

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APPENDIX 7 - VISIT TO THORPE PARK OBSERVATIONS

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APPENDIX 8 - VISIT TO THORPE PARK INTERVIEWS 1) How long have you been queuing for? 2) Why are you bored? 3) Why arenâ&#x20AC;&#x2122;t you bored? 4) What are you doing to keep yourselves entertained? 5) Have you bought anything to keep you occupied whilst you queue? 6) Does the length of queue influence your decision to go on a ride? 7) If so, in what way? 8) How many rides have you managed to get on today? 9) Has queuing and the length of queue time influenced your day today? 10) Have you bought your mobile phone with you? 11) If so, how often have you used it? 12) What have you used it for? 13) Are you aware of the Thorpe Park app? 14) If so, have you downloaded it/used it? 15) What do you think of the big screens situated around the park that give you live updates of the queue times for the main rides? 16) Would you like this information for every ride at the park? 17) Have you followed or used the park map/guide? 18) Have you mapped out which rides you will go on and in which order? 19) If so, why have you done this? WHEN AT SAW/AT A RIDE THAT IS HEAVILY THEMED 1) What do you think of the theme of this ride? 2) Would you be interested in hearing the story behind it? 3) Does the overall atmosphere and theme of the ride attract you to it in any way?

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Interview at Thorpe Park – 25/03/2013 Respondent 1 Respondent 2 Jade: We wanted to ask if erm, the fact that there are no queues, does it change your experience at all? Yes Definitely it’s awful when there’s queues. Yeah Clare: Do you think its better not having as many options and it being cold and there being less queues. Ermmmmmmm Well, we were just saying that I said that when we come in the summer its horrendous, obviously because everyone is off school. No I just think they shouldn’t let so many people in the park in the summers Clare and Jade: Yeah Because even though they have everything open its ridiculous, you queue 2 hours for one ride and its horrible Clare: Yeah So this is actually better But its freezing Jade: Yeah it is freezing And half the rides aren’t open so, obviously they’ve said they’ll give us free tickets when we go out. Clare: Yeah, have you ever been to Alton Towers Yeah No I haven’t been there Clare: Oh have you not. How do you think the queues differ there? Errrrrm, I suppose its bigger so the queues are better than here Yeah But you still have the same problems don’t you.

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Clare: have you ever been to Disney? Yeah Clare: have ya, and what are the queues like? The queues are brilliant there because they keep you entertained all the way round Clare: yeah so its kind of part of the Yeah and they’ve got it all set it up so that you could go off in different directions in different queues Clare: Oh right So, you don’t even realise your in a queue half the time and you don’t really wait Clare: Yeah So your walking all the time so you don’t feel like you’re in a queue Jade: Yeah So that is my best experience Clare: Yeah Jade: Yeah I would agree with that Its much better isn’t it Jade: Oh yeah so much better Yeah this is pants really. Its too small a park for Jade: Yeah they definitely let too many people in, I’ve been here in the summer or like when I was younger as well. Halloween Oh god yeah that’s awful isn’t it. It’s 2/3 hours Jade: And especially because you have the mazes then as well Yeah, yeah its like a 3 hour wait for one maze which is really really bad Jade: Yeah it is So yeah they have it right in America Jade: Yeah Clare: oh right that’s brilliant thank you! Jade: Thank you

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Interview at Thorpe Park – 25/03/2013 Respondent 1: R1 Respondent 2: R2 Respondent 3: R3 Jade: We just wondered if we could ask you a few questions on how you think having shorter queues today has affected your trip today and whether it has improved your experience or… R1: We would rather queue and it be warm R2: Yeah, rather it be warm R1: Yeah, even though you’re not queuing for very long its like R3: Yeah we haven’t queued for anything yet this is the first thing we’ve queued for Jade: Yeah, do you find, how do you feel about queuing normally R2: When it’s cold I hate it Jade and Clare: Yeah Jade: What about if its not as cold R2: Its still shit innit R1: Yeah R3: I’d rather pay for the queue jump R1: It depends what the ride is as well sometimes, sometimes you queue for like an hour and a half and then the ride is only like 30 seconds Jade: Yeah, a bit like stealth Clare: What do you usually do to keep yourself busy like while your queuing? R1: Phone probably R3: Yeah R2: Yeah taking pictures R3: Snap chat Jade: Yeah snap chat that’s the new one isn’t it R3: Yeah pretty much Jade: Ok thank you very much

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Interview at Thorpe Park – 25/03/2013 Respondent Jade: Ok so how do you find not queuing? Has it changed your experience here at Thorpe Park? At first when we came in I thought it was going to be so good because there’s no queues and I thought we’d get on everything but half the rides are shut because of the weather and the reality hits when your standing still that it’s so cold you actually don’t want to wait. Jade: So even though theres not many queues, even queuing for just a few minutes is just as bad today? Yeah because the first few rides we didn’t queue at all and so half an hour now seems like a mammoth queue Clare: Yeah Whereas that normally that would be really short Jade: And how do you find queuing normally when you’ve visited theme parks in the past? I hate it. The novelty wears off after ten minutes Clare: Do you ever take anything to entertain you whilst you queue? Just my phone Jade: What do you use your phone for? Twitter, Facebook, texting and snap chat Jade: Do you take pictures on your phone then? Yeah Clare: So if there was something that, where you could use your phone to play an interactive game or something, would you be interested in that or? Yeah probably, as long as I wasn’t playing it on my own and like my friends were playing it too. If it’s going to keep me entertained Jade: Yeah Clare: Do you ever use the maps or guides when you come to any of the theme parks? Yeah I’ve got a map with me to plan out my journey Clare: Have you used it yet? No, because it’s so dead and there are no rides open that were just kind of picking the rides that are open

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Jade: Yeah. If there are heavy queues though does the length of the queue determine what ride you go on? Yeah definitely we might plan to go on a ride but if the queues too big we just wont bother. Jade: Ok thank you very much Clare: Thank you

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Interview at Thorpe Park – 25/03/2013 Respondent 1 Respondent 2 Jade: Has not having to queue changed your experience at Thorpe Park today? Yeah it means you can get on rides faster Yeah it’s not too bad its quite quick Jade: Yeah. Erm how do you feel about queuing normally on a normal day? Its long. It takes too long. An hour or two hours its too much. Clare: Would you rather come and half the rides are shut like would you rather come today where you can get on the rides quick but there’s not many open and its cold or would you rather come when its hot, all the rides are open but you have to queue a bit longer? Probably when it’s hot even though you have to wait Yeah cos when its cold yeah its shit It’s a better atmosphere as well Jade: Do you feel that when there’s long queues, do you feel it ruins your day at all? A little bit Not really A tiny bit. Your going to be standing there Jade: Do you expect it, do you expect to queue if you come in the summer Yeah Yeah cos like its not as if you’re a little kid anymore. You know when you were younger and you had to go when your parents went init but like when your older you don’t have to go you can stay later. Clare: Have you ever been to Alton Towers No Clare: No. Have you ever been to Disney? Yeah Clare: How did you find the queues there? I haven’t been in a long time init Clare: Oh really

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Jade: Do you take anything to entertain yourself when youâ&#x20AC;&#x2122;re queuing? Na Jade: No? We just talk to each other really Jade: Yeah so just talking to your friends really Yeah Jade: Ok thank you very much Clare: Thank you!!!

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Interview at Thorpe Park – 25/03/2013 Clare: Has the short length or no queues changed your experience at Thorpe Park today? Yes, if all the rides had been open it would have been fantastic. Clare: Yeah There are hardly any queues for the rides and this means we’ve managed to go on all the rides we wanted to and more than once, which is a bit of a miracle. Especially here its normally rammed. Clare: Do you normally have specific rides that you really want to go on when you visit theme parks? Like do you select the top 5 rides and make sure you go on them? Yes we tend to want to go on all the big rides, like most of the people. Clare: So which ones are your go to rides here at Thorpe Park? Collosus, Saw, Stealth, Nemisis and no doubt the new ride will be a favourite too. Jade: Yeah definitely, especially when it first opens. Those that are local might come just to try out Swarm. Yeah Jade: So, ordinarily when its busy and there are longer queue times, does this determine which rides you go on? For example, if you went to go on Stealth but it had a 90 minute wait time would this change your decision to go on it. Its dependent on what my friends want to do to be honest. I personally wouldn’t want to queue 90 minutes for Stealth as I have already been on the ride and it is the shortest ride here. Jade: Yeah so for that particular ride the queue might not be worth it. Yeah Jade: And do you use the map to get you from ride to ride? No anymore we’ve been so many times now and the park isn’t that big so we kind of know our way around. I do use them when I go to theme parks I’m not familiar with. Jade: Yeah so you find them useful when you don’t know the park very well Yeah I’d get so lost without one Clare: Yeah me too. Do you take anything to entertain yourself whilst you wait in the queues for the rides? I usually speak with my friends or use my phone Clare: What do you use your phone for?

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Normally to check or update Facebook or Twitter or to text friends. Clare: Do you ever play games on your mobile? Yes I got addicted to temple run when it first game out Clare: Have you heard of Snapchat? Yeah Clare: Do you have the app? And do you use it? Yeah, I send pictures to my friends Clare: Ok cool. Thank you so much Jade: Thanks Youâ&#x20AC;&#x2122;re welcome

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Interview at Thorpe Park – 25/03/2013 Jade: Has the limited queuing today at Thorpe Park effected or changed your experience in any way? Yeah it’s better not having to queue Jade: Have you been to a theme park before where you’ve had long queue times? Yeah loads. Most of the time the queues are long normally at least half an hour Jade: And how did those queues effect your time at the park? It’s just annoying having to wait for so long. It can get boring. Clare: Do you ever bring anything or do anything to entertain yourself while you queue? Not really. I don’t want to carry stuff around because you have no-where to really put your bags when you go on the rides. Like if I knew it would be safe I’d probably think about bringing my iPad but I wouldn’t risk it. Clare: Do you use your phone at all? Oh yeah I use it loads when I’m waiting Clare: What do you use it for? Games mostly. Yeah if I get really bored I’ll play games. Clare: Do you ever use it for social media when your at theme parks? So like today, have you been on any social media sites such as Facebook or Twitter? Oh yeah I’ve been on Twitter and updated my status on Facebook. I uploaded a picture this morning when we first got here and checked in at Thorpe Park. Jade: What games do you play? At the moment I love Candy Crush but I can’t get past this one level and its really annoying me Jade: Does the fact that you can’t get past it make you want to play it more? Yeah definitely I just want to beat it and get past that stage Clare: Yeah Jade: Ok thank you very much for letting us interview you Clare: Yeah thanks so much You’re welcome

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Theme Park Interview with Debbie Southgate J- D -

From previous experience do you take anything with you to entertain yourself whilst you queue? No

J- D-

Does the length of queues influence your decision to go on a ride? Sometimes

J - D-

Why sometimes? Well if it were cup and saucers for example and it was empty I would go on it but if it had a queue I wouldn’t. If there was a big ride that I really wanted to go on and the park was closing then I would queue for that if there was nothing else to do.

J- D-

Does the length of queuing effect your day? Yeah

J- D-

In what way? It will effect the enjoyment of the day. The last time I went to Thorpe Park during the holidays I swore to myself that I wouldn’t go in the holidays again because of how bad the queues were. Also its about value for money I think we only got on about 4 rides that day so we didn’t get much for what we paid for.

J- D-

So, if the queue times were shorter, say below 40 minutes for the main attractions, would this be an acceptable queue time for you? Only for the big rides. Not for the cup and saucer and them type of rides, I can understand longer queues for the novelty rides though because everyone wants to go on them.

J- D-

Do you ever use the maps or guides available at the parks? Yeah

J- D-

And how do they help you? Help me find my way around

J- D-

Do you ever plan which rides your going to go on before you reach the park? Yes. It never pans out though

J- D-

Why do you like to plan before? To maximise the time I have there and to keep the waiting down to a minimum. I like to outsmart people so if the park has just opened I will go to the back of the park because I think most people start at the front.

J-

Yeah I always go to the back when a park first opens in the morning. What do you think of the big screens that are situated around the parks that update you on queue times? I think they’re helpful but not always accurate which is irritating. Theres not enough of them and they don’t have all the rides on them. They’re sporadic, inaccurate and incomplete.

D-

J- D-

Have you been on any rides that have a theme to them or a story involved in them? For example Saw at Thorpe Park is themed around a horror story, Dumbo at Disney is themed around the film. Yeah

J-

Does this attract you?

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D-

No, if anything it would put me off.

J- D-

Why is this? Well the scary rides are the main ones that are themed and they just scare you in advance before you’re even on the ride.

J-

Yeah that makes sense. What about rides that aren’t themed to scare? Or if the big rides were themed in another way, one that didn’t scare you or make you feel uneasy? To be honest it probably wouldn’t influence my decision as to whether I’d go on a ride or not.

D- J- D-

J-

D- J- D-

Ok. Would you prefer to have something to look at or interact with whilst you were waiting? Yes, I would absolutely want to. I only have America to go by but on all the long queues in America they provide something to distract you. You never get to see the full extent of the queue, they’re clever and they hide parts of the queue. It feels like your moving quicker – you tend to have something about the ride or the theme park or the length of time displayed which is helpful in distracting you. Background info on the ride or something visual or special offers would be good to have in England. Yeah a few people have mentioned Disney and the success of their queues. So they main difference between the parks at Disney and the UK theme parks is to do with the queue time appearing to be shorter than it actually is. That’s a good point that we can take forward. When you have planned for your trip to a theme park have you purchased the tickets online before or do you buy them there on the day? Yeah I normally purchase them online before unless I find 2-4-1 vouchers. Yeah that makes sense if my friends and I go we always try and find vouchers. What do you think about fast pass? Yeah they piss people off because you have to pay for them.

J- D-

Have you ever bought fast passes? No I haven’t. We have had fast pass given to us with some of our tickets in Disney that we used. Also, if you’re not the person with a fast pass ticket seeing someone go past you is one of the most frustrating things.

J-

Yeah that always really bugs me. What about the queues such as single rider that people use because the queue time is shorter? Have you ever used these? In England, my son and I once went on a ride and the single rider option was a way to get on the ride quickly. As it happens it took us as long to queue for single rider as it was to go together in the normal queue.

D-

J- D-

J-

Oh dear that’s not on. It kind of defeats the object of it being a quicker way to ride doesn’t it. Yeah and it really annoyed us. Obviously we would have much rather gone on the ride together because that’s the whole point – you go to these parks with other people to share the experience.

D-

Yeah so basically if they’re going to suggest that the single rider is a quicker queue they should ensure that it is. Yeah

J- D-

Ok thank you very much for taking the time to answer my questions. You’re welcome.

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Interview at Thorpe Park – 25/03/2013 Sunshine Teens Jade: How have you found your day so far? Respondent A: It’s been good because we haven’t had to queue. Respondent B: Yea but its been so so cold Respondent C: And it’s shit because half the rides are shut Respondent D: Yea but at least we haven’t had to queue. Clare: How did you get here today? Respondent C: My mum bought us and she doesn’t finish work till later so we have to wait Respondent B: We’re ready to go now, it too cold and all the good rides are shut. Clare: Have you been to Thorpe Park before? Respondent C: Yea course we have it’s usually amazing Jade: Do you come a lot? Respondent D: Well its *respondent C’s * birthday so we usually come for birthdays and on inset days. Clare: So how do you feel about queuing? Respondent A: It’s so annoying Respondent D: But I don’t mind if I know it’s a ride I really want to go on Jade: Do you ever bring anything or do anything to entertain yourself while you queue? Respondent B: We all have our phones we’ve just been snap chatting our friend who couldn’t come today Respondent D: yea and we have e ach other to talk to but Respondent A: the queues are still annoying Clare: Have you bought anything whilst you have been here? Respondent C: My mum did us a packed lunch but we got hungry so we had some chips Respondent A:I usually buy a photo or something if it’s a good one but all the good rides are shut so I didn’t bother. Jade: So what are you going to do now you have been on all the rides? Respondent C: Play in the arcade

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Respondent A: Yea yea yea dance mat Clare: Thanks for that guys All Respondents: cheers, bye, cya

Interview at Thorpe Park – 25/03/2013 Julia Buckley Jade: Hi sorry to bother you I know you look freezing, but we just wondered if we could ask you a few questions. Julia: Yea sure what about? Clare: We’re students studying in Nottingham and are completing a project based upon waiting and queuing, I know todays not the best for it but could we ask you about your day so far. Julia: By all means go ahead Clare: Have you ever been to Theme parks in the past where you have been queuing for hours? Julia: Eughhh Alton Towers ! We live up that way so the kids are always wanting to go but my sister lives this way so we have all met up today for my nieces birthday. Its always horrendous every time I’ve been we only get on 4 or 5 rides. Jade: So do you think Thorpe Park is better? Julia: Well its hard to tell as I’ve never been here before and today it’s dead. Clare: So in comparison would you rather today with no queues or Alton Towers warm with huge queues.

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Julia: Neither, (laughs) I’m the bag carrier, I can’t stand these places (laughs) Jade: But given the option no queues then Julia: Yea no queues although, we went to Disney a couple of years ago and I have to say it was completely different. The kids loved it there was no getting bored in the queue and actually for someone like me who doesn’t like rides al that much the queues were the best parts. Clare: That’s something I hadn’t really thought about Julia: Yea I mean why would I bother going on that type of holiday? But you will understand when you girls have children of your own that you do things for your kids whether you want to or not. Clare: Not me Jade: (laughs) Julia: It’s true believe you me Jade: I think that’s everything Clare: Thanks Julia: No problem good luck girls

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APPENDIX 9 - INTERVIEW WITH JOHN LYLE Brand experience Director Bewilderwood John Lyle – Interview Wednesday 13th March We asked John for an insight into queue times and waiting based upon a perspective from Bewilderwood. C: How bad is queuing at Bewilderwood? J: queuing isn’t a massive problem at Bewilderwood, but the main queuing starts at the entrance queuing for tickets. What we do so is push people to book their tickets online, this way they can go straight to the separate queues. However most people don’t like booking online as they like to use vouchers and offers. C: John what do you do to help ease queuing? J: Pointless paths C: What are they? J: Well the park is themed and the story starts at the very beginning, part of the story is queuing and having actors to help keep customers entertained, making the queues part of the experience. C: Actors that’s interesting J: Yea so we do our best to give our staff the best training, so they now how to deal with situations such as queuing. J: To be honest the key to short queues is redirection, sending people off on different paths so they don’t all end up in the same place at once. C: Do you think queuing can ever be solved? J: I mean I think eventually what we would like to do is buy time slots, so we can distribute people around the park. By having control you can monitor queues better. C: I think that’s everything Thank you J: No problem and anything else email me

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APPENDIX 10 - INTERVIEW WITH MARTIN BARRATT What have Merlin done in previous years to help with queuing? First of all I think we should define the different types of attraction that Merlin operates, since queue strategy differs depending on the type of attraction. So I guess we should divide them into a) Theme Parks (Alton Towers, Legoland etc.) and b) Walk Throughs (Sealife, Tussauds, Dungeons). Merlin has been operating Theme Parks since 2005 when they acquired Legoland parks. Queues were a huge problem, because Lego insisted that all their rides and attractions had high interactivity and this leads to low throughput/long queues. They had tried to entertain one or two of the slowest moving queues, such as the Driving School, by introducing games and puzzles along the queueline. One of my tasks as part of the acquisition team was to identify ways to reduce the proportion of a visit spent queueing. We had two strategies, 1) introduce new rides and attractions with high capacity or no need to queue, such as the Rapids Ride and outdoor play areas at Windsor, 2) introduce queue control systems, such as LoͲQ http://www.loͲq.com which started in Windsor in 2008. Walk Throughs could be defined as one long, slowͲmoving queue. Once inside the attraction this isn’t a problem, it’s just the bit before you get in that has to be managed. Tussauds has question and answer boards along the outside section of the queues, which cope with quieter days. On busier days they have queue line entertainment, which we also used at the Dungeons. How well have these strategies worked? Queueline games and puzzles tend not to work well, because to complete them you have to stop moving and lose your place in the queue. Kids might choose to do this, but their parents don’t often let them. Introducing higher capacity rides and attractions with no queues works very well. Theme parks with no queue attractions are generally more popular than those which have few or none. For example if you get tired of queueing at Chessington WOA you can visit the zoo. Queue control systems bring mixed results. They are popular with the operators since most produce significant extra revenue, and many operators introduced them just for that reason. Many visitors don’t like them because they see that those with more money to spend can get on the rides before them. I understand this, because when a park introduces a fast track system they don’t reduce the standard ticket price, so the visitor understands that they are paying the same but waiting longer. Those visitors who buy a fast track ticket tend to like the system, but not all those who want to can, since the number sold on any day is typically 10 to 20% of visitors, or there is no benefit to buying in. Universal Orlando reckon that as many as 80% of their daily attendance would buy a fast track if they didn’t limit the numbers, although this is probably much higher than parks with less powerful IPRs. Disney have a free queue control system which is the most popular with the average visitor. https://disneyworld.disney.go.com/guestͲservices/fastͲpass/

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Did you find that queuing was amongst the bigger problems you had to deal with at Merlin? It was always the biggest reason for complaints and sometimes it could lead to disturbances and fights. English people have a highly developed sense of queue etiquette and can get very upset when they see people breaking it. In the theme parks we had to be very clear about the rules. For example we had to make it very clear that part of a group could not hold a place for other members of the group, so if you wanted to be all together the part of the group nearer the front of the queue had to go back to the rest of their group. Nor could people leave a queue and expect to rejoin at the place where they left it. Arguments and fights tended to happen when people broke these rules (which were posted at every queueline entrance), or when people pushed in (usually groups of youths), or when people ignore the unspoken queue rules (usually foreign visitors with different queue habits). There is an optimum length for a queue for a theme park ride. Less than 15 minutes and a rider doesn’t have time to build up the sense of anticipation necessary to really enjoy the ride. (We conducted an experiment at Alton Towers where we gave hear rate recorders to a group of students and monitored the results. Less than 15 minutes in the queue and their heart rates would not peak. Those who waited less than 15 minutes tended to enjoy the ride less. Rides are like any entertainment, think about a Disney cartoon for example. You have to build tension and the enjoyment comes when the tension is dissipated, that huge sense of relief when the wicked witch is vanquished or when you step off the roller coaster). Over 30 minutes in a queue and most people get bored. This should inform good queue design, so for example Disney have a fixed queue of about an hour which is highly themed and decorated, maybe with TV monitors showing the back story of the ride. If the queue grows beyond this point they will bring out posts and rails. These are meant to signal that the queue is very long, in the hope that people will go elsewhere and come back when the queue is shorter. What do Merlin do outside of the actual rides to entertain and engage with their consumers? Both Before they go to the parks (planning the journey) You can break down most of the activity into the ‘3 Ps’ (Print, Promotions and PR). Different types of attractions have their own mix of these three and some will also use advertising if they have new features. Merlin attractions have very strictly controlled marketing budgets and the effectiveness of each campaign is carefully measured. Whilst at the parks The parks are the entertainment of course. Merlin are focussed on research and every attraction has a target for the number of visitor questionnaires to be filled out every day. Some of their bigger attractions use the Avius touchscreen solution to get more responses http://www.aviusinsight.com/oursolutionͲoverview

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Research results are regarded as very important and are seen by senior management every week. Attractions have research targets as well as financial ones and improving satisfaction scores are a central part of each business’s five year plans. What are customer responses to the fast track option that is now provided? See above. How do you think the theme park industry will evolve over the next five years? I don’t expect much change. Growth is likely to happen in Asia and parts of South America. There is a lot of new park activity in China and Brazil. In Europe the theme park industry is relatively mature. Parks need big investment every two or three years just to maintain visitor numbers. There has been a trend to introduce themed accommodation to the bigger parks and this will continue, although some parks have reached the limit of demand or run out of room to expand. This is beneficial to the parks as it changes it from a day out to a ‘destination’; giving increased dwell time, higher spends and the opportunity to introduce second gates. What is the core consumer for theme parks; Thorpe Park and Alton Towers? Big theme parks can attract a very wide market, whereas smaller theme parks have to differentiate. So Alton Towers aims to have areas and attractions which appeal to every age group, a smaller theme park like Thorpe Park has teenagers and young adults as its target market. Where visitors comes from also makes a difference. Local audiences want new experiences if they are to revisit so repeatability and new rides or attractions are key. Tourists demand relevance, so and attraction must reflect its location. Merlin attractions can be broken down as follows:

Sea Life Legoland parks Lego Discovery Centres Chessington WOA Thorpe Park Dungeons Alton Towers Heide Park Madame Tussauds Gardaland Warwick Castle London Eye

Mass market

9 9 9 9 9 9

Parents with children 4 to 11 9 9 9 9

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Parents with Tourist Local older children, young adults 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9

What core values would you say Merlin have as a brand? How do they portray these values? From the Merlin website… The Merlin Way Merlin Entertainments Group is a leading name in location based, family entertainment. Its aim is to deliver unique, memorable and rewarding experiences to millions of visitors across its growing estate, and it achieves this objective largely thanks to the commitment and passion of its managers and employees. Merlin’s brands, while being household names, will never fail to be distinctive, challenging and innovative. They will, in short, have attitude! They will deliver the best financial returns in the sector and demonstrate a record of growth in market share that will be unrivalled. In every respect and to every group of stakeholders Merlin will always be an exciting company to be involved with. Delivering Memorable Visitor Experiences In order for us to deliver memorable visitor experiences and make every moment special for our guests, we need to deliver prompt, professional and exceptional service. It is vitally important that we create the right atmosphere and our teams are committed to deliver fun, happy and exciting experiences for all our customers. Our Values As a global company we have a very unique way of working and we call it The Merlin Way. The Merlin way is part of the company's DNA. It is demonstrated everyday on every site and in everything we do. In short:x x x x x x

We We We We We We

love what we do care are innovative and fast moving do what we say make every £, $, € ....... count take ownership

............... And we make it fun

http://www.merlinentertainments.biz/en/company/vision.aspx

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APPENDIX 11 - EMAIL INTERVIEW WITH DANIEL BAILEY Game Stuff Just to let you know these are my personal opinions and may not necessarily represent those of other gamers or that of the gaming industry. Hope you do well on your essay. Where do you start when creating a game? Though I couldn’t tell about how they would start in the industry, I can give examples of how a team I was involved in created a commercial game at Uni. The way we began was to set up a meeting with the entire team and start brainstorming and spit balling ideas to one another until we reached one we liked. We had to discuss who our main target audience would be and how we could make it enjoyable for them, as well as game differences in difficulty settings to accommodate for casual and hardcore players. The team was split into 4 sections Artists, Designers, Programmers and the Project Lead; in the industry they would have many more sectors including Animators, Sound designers, Motion Capture Artist, Legal department among many others. Artists would create the character, the environments and the assets of the game. The Designers would plan and map levels, menus, character interactions etc, generally anything to do with how the game would play out. The programmers would make the engine in which the game ran. The Project Lead would make sure everything’s running smoothly and act as the go to guy and the main voice between each team. We had to work how long approximately it would take to create said game and then make a schedule we would have to keep to, showing where we should be at each week. If anyone failed to do what they were assigned within that week, the process would not only hinder themselves but the rest of the team so everyone had to be on the ball. Regular meetings were also scheduled to check progress. What makes a good game? Personally I would put it down to gameplay, it needs to be engaging for the player while also being fun. Making a game challenging is a good way for customers to keep playing. If they lose they are able to learn from their previous mistakes and rectify them in the next play through. A problem arises when a game becomes too challenging, this is generally because a player likes to feel that they can beat the obstacle even if it takes a few tries to do so, as they can learn, adjust, strategize etc. More often than not however if a game is too hard and they don’t have that feeling that they can beat the obstacle, they become frustrated, give up and just stop playing. If the gameplay is too easy people get bored as it doesn’t engage or require the player to think about what they are doing. One major belief among people who don’t play games often is that if the game looks good then it must be good. Never judge a game by its graphics, there are hundreds of old 2D games with quite crude graphics that are still considered to this day to be some of the greatest games ever made because of their gameplay. That’s not to say 3D games are bad by any stretch of the imagination, just do not assume they are going to be great because they look great. There are many games that have switched from 2D to 3D and though they gained quite a lot from it they also lost what made them fun and engaging in the process as sometimes they just fail to recapture or live up their predecessors. Just look at Sonic or Mortal Kombat,

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they lost quite a lot of nostalgia when they transitioned, and though they created some new gameplay mechanics during the 3D era, they still didn’t have what made their 2D counterparts so great in the past. Years later both companies released 2.5D (3D game on a 2D plane) games and both were smashing successes as the games went back to their roots. In your opinion, what are some of the most successful games and why? Personally I believe some of the most successful games out there are not only ones with great gameplay but also a great story. I believe games with a strong, gripping and unusual story keep the player interested and more heavily engaged within the game and are able to relate to or sympathize with the characters involved and their reason for doing what they are doing, similar to how films can make people feel. There are games out there like Metal Gear Solid or Assassin’s Creed that intertwine their stories with real world historical events to create outlandish yet plausible situations and plots that keep the player intrigued while also learning about events from times gone by. In your opinion, what are some of the most successful gaming apps and why? What are your opinions on interactive games? Interactive games are a milestone in the gaming industry simply because they are family friendly, everyone and anyone can play them, meaning there’s more interest and they generally become highly regarded even to those who have never picked up a controller before. Think about it when the PS3 or Xbox 360 arrived you would find that most of the people who owned those consoles were (though not strictly limited to) gamers. However with the introduction of the Wii and how interactive it was you could guarantee that there one in almost every house hold. People could play tennis or bowling in their living room and actually feel like they’re playing the real thing instead of sitting down on a chair pressing some buttons. Also if you go into any arcade across the UK or anywhere for that matter you are guaranteed to find driving games with the actual car seat and pedals, dance games with a mat etc simply because they are fun and interactive for customers. With the introduction of apps and games that rely on a touch screen people can play these games on the go or whenever and wherever they feel like. Do you think games are improved by competitive elements or not? It depends solely on whose playing, someone who plays games casually or to relieve boredom may simply just want to play for fun and to alleviate their boredom with only minor challenges to keep them occupied. As mentioned before the thing to be aware of is that if a casual player or someone who has never played before encounters a difficult scenario and keeps losing the chances are they will begin to get frustrated and simply give up and stop playing. How long does it take to create an app? Generally it depends on who is creating the app and what’s being made. Though I couldn’t possibly give you a definitive time, some quite talented individuals could make a very basic app in a couple of hours and have in finished within no more than a week. However if you were making something quite heavy handed like a game or an internet app then it could take much longer.

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What are the main differences that you have to consider when designing a game for an app (for smart phones) compared to a game for other gaming devices? It needs to be something you can just pick up and play. If you think most of the time people use game apps is when they have some spare time or just need something to keep them occupied for a while. What they donâ&#x20AC;&#x2122;t want to do is being fiddling about with loads of menus, tutorials, having to set up or download things, they just want to start playing and pass the time for a while. What you must know is that commercial games for home consoles and other devices are made to be long and sometimes tedious and require the player to learn the controls to a T while apps are simple effective, pass the time nicely and their controls are simple to learn with the basic swipes and taps of the screen. What do you do when a game loses its novelty? So you complete the main of a game, what now? What most companies do is give you a reason or an incentive to go back and play through the game again and again by adding some extra features that were either not in the original play through or must be unlocked, for some itâ&#x20AC;&#x2122;s as simple as acquiring a new outfit for the character for others its playing as a completely different character from their perspective instead of the main ones. Recently games have had the addition of achievements and trophies which are added to games by their respective creators. They have no barring or effect on the game itself and are simply there to give the player more reason to keep playing. These are a set of tasks that the player can perform during gameplay that can vary from super easy to ridiculously hard. Once done they are awarded achievements and trophies for completing the action asked of them. For some when a game begins to lose its novelty companies add updates or DLC (Downloadable Content). This inserts more into the original game that wasnâ&#x20AC;&#x2122;t present during creation, like new characters, different scenarios, extra levels etc. Normally by then a sequel is already in the works, though that generally depending on how popular the predecessor was. One reason a game can lose its novelty is when it becomes repetitive, tedious and is simply the same thing over and over again without anything fresh or innovative added to it.

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APPENDIX 12 - PINTEREST VISUAL INSPIRATION

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APPENDIX 13 - CONSENT FORMS TRAIN STATION INTERVIEWS

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APPENDICES 13a- CONSENT FORMS THEME PARKS

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APPENDIX 13b - CONSENT FORMS CONSUMER VISUAL DIARIES

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APPENDIX 14 - TUTORIAL RECORD SHEETS School of Art & Design

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Tutorial Record Sheet 2012/13 Module: Research Project Stage 2 Ref. no: FASH30002 th

Date: 20 February 2013 Name : Clare Smith & Jade Holmes

Tutorial / Seminar Record Sheet Work to bring / prepare for session: Potential ideas for the next stage of your project

Learning issues to discuss in session: What have you been looking at? What is this next stage about? What are the tutors looking for/expecting?

Feedback from session: More visual than the previous report Execution of the idea is the most important aspect Visual references and inspiration are also an important part of this stage Waiting environments has potential and opportunity to target consumers

Tasks for next session: Develop ideas â&#x20AC;&#x201C; how can brands capitalise on waiting environments to target/communicate with consumers? Look over the learning outcomes

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared)

Signed (Tutor) Signed (student)

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Tutorial Record Sheet 2012/13 Module: Research Project Stage 2 Ref. no: FASH30002 th Date: 27 February 2013 Name : Clare Smith & Jade Holmes

Tutorial / Seminar Record Sheet Work to bring / prepare for session: Work in progress Any questions on learning outcomes

Learning issues to discuss in session: What areas have you started to look into? What have you considered in terms of primary research? If any What can be the same for our team reports? What HAS to be individual?

Feedback from session: Layout, writing, infographics, consumer profiles should all be different. The ideas needs longevity – what are some long term campaigns? Visual research, trends in art direction, graphics etc Why is it right for now? The presentation is 10 minutes and is a brief presentation on your ideas, where they’ve come from, what you’re planning to do etc

Tasks for next session: Prepare presentation For the week beginning 11th March bring; 15 elements of research that link to eachother

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared)

Signed (Tutor) Signed (student)

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Tutorial Record Sheet 2012/13 Module: Research Project Stage 2 Ref. no: FASH30002 Date: 28th February 2013 Name : Clare Smith & Jade Holmes

TUTORIAL WITH ANGIE FLETCHER

Tutorial / Seminar Record Sheet Work to bring / prepare for session: Current ideas

Learning issues to discuss in session: What are your ideas? How can you progress? Where are you taking them from here?

Feedback from session: Do you want to create a consultancy/agency that collaborates and proposes creative ideas to brands or do you want to focus specifically on one brand only, as if you work for that brand? Need to decide which waiting time to focus on What are the consumers for this waiting time? NEED TO DO; Analyse survey results Decide on the waiting time and therefore the consumer Decide on whether we will create an agency or work in house Tasks for next session: NA

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared)

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School of Art & Design

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Tutorial Record Sheet 2012/13 Module: Research Project Stage 2 Ref. no: FASH30002 Date: 6th March 2013 Name : Clare Smith & Jade Holmes

Tutorial / Seminar Record Sheet Work to bring / prepare for session: Presentation

Learning issues to discuss in session: Feedback on presentation

Feedback from session: Why is it important to connect rather than sell? Contextualise the idea Interview people in queues Ensure the idea has some longevity rather than short burst that will fizzle out Look at â&#x20AC;&#x153;How to do better creative workâ&#x20AC;? by Steve Harrison Look into the future Branding of consultancy

Tasks for next session:

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School of Art & Design

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Tutorial Record Sheet 2012/13 Module: Research Project Stage 2 Ref. no: FASH30002 Date: 22nd March 2013 Name : Clare Smith & Jade Holmes

Tutorial / Seminar Record Sheet Work to bring / prepare for session: Where are we with our project? Bring any research

Learning issues to discuss in session: The Triangle (Coms strategy, big idea, big creative idea, executions)

Feedback from session: WHY IS YOUR PROJECT TIMELY? Use examples to highlight points Research visual references too Remember ETHICS The big idea should be relevant both commercially and creatively When is it the right time to launch your executions and why? Try and talk to experts/industry professionals In terms of methodology â&#x20AC;&#x201C; which method and why? Sample size, where it took place (this can g in the appendix if you want) Tasks for next session: Interim Presentation (contextual research, final objective, next phase and what we plan to do).

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared)

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School of Art & Design

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Tutorial Record Sheet 2012/13 Module: Research Project Stage 2 Ref. no: FASH30002 Date: 17th April 2013 Name : Clare Smith & Jade Holmes

Tutorial / Seminar Record Sheet Work to bring / prepare for session: Interim presentation

Learning issues to discuss in session: Feedback from presentation

Feedback from session: Could we use WHSmith/ other brands that are predominantly at train stations? Like the interactive app idea at theme parks Really like the link to the launch of a new ride and the free fast pass tickets Good identification of the consumer however; Look at the Sunshine Teens and Digital Natives Look at Brian Wong for inspiration

Tasks for next session: Any questions or queries with your idea How are you progressing Any qâ&#x20AC;&#x2122;s on the report.

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared)

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Tutorial Record Sheet 2012/13 Module: Research Project Stage 2 Ref. no: FASH30002 Date: 1st May 2013 Name : Clare Smith & Jade Holmes

Tutorial / Seminar Record Sheet Work to bring / prepare for session: Report so far Any questions we have

Learning issues to discuss in session: How can I solve visual problems ? What could we call our app? What to do for our social media campaign.

Feedback from session: Book a Vis Com surgery with Matt Keep my visuals simple Look at magazines and other work for inspiration Keep the name simple

Tasks for next session: Carry on with visuals and pulling together report Complete social media campaign Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared)

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APPENDIX 15 - CRITICAL PATH

Primary Research Initial Questionnaire

W/C 25th March W/C 4th March

DONE

W/C 11th March W/C 18th March W/C 25th March W/C 1st April EASTER

DONE

Trains -‐ Utilise Interviews Consumer Journeys Observations Doctors Surgeries-‐ Educate Observations Interview Doctors Interviews from A&E General Interviews Theme Parks -‐ Entertain Thorpe Park Visit, Observations Interview People In Queue Interview Johnny Lyle interview Martin Barratt

04/05/201304/05/2013

Secondary Research Read The Waiting Experience Book Look at upcoming Exhibitions Educational Gaming Redirection Current Availiability What Brands are Successful What brands Arent Compiling Separate Research Write Report Proof Read /Double Proof Read Swap & Read Brush up Bibliography Appendix In Design Branding Visuals For Report ???? Compile Print Outcome Visuals Compile Print

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W/C 15th April W/C 22nd April W/C 29th April W/C 6th May W/C 13th May (PRINTERS) W/C 20th May (HAND IN)

PRINTERS

FRIDAY 24TH HAND IN

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APPENDIX 16 - ETHICAL CLEARANCE CHECKLIST

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