E-Concept Development Second Semester Synopsis of Project work

e-Concept Development TEAM 3 Semester Two Synopsis Document 14 December 2011

E-concept Development Synopsis e-Communication. e-Marketing. e-Design.

By Sondra L. Duckert

Sondra L. Duckert

TEAM3_Semester2 14.dec.2011

Synopsis

e-Communication. e-Marketing. e-Design.

Introduction The purpose of this synopsis is to provide a brief insight into the methods we used to create a valuable digital solution for each of our clients. It includes the process, challenges and outcomes faced in each project.

Project One: 'Sagnlandet Lejre' Land of Legends (LOL) Project theme: e-Communication, e-Marketing This project began with a tour of Sagnlandet facilities. At the end of the tour we were presented with several client goals1 to select from. We selected as our client goal: 'How to attract a target audience between the ages of 15-25 years old using a digital platform.' To find out more about our target audience (TA) we decided to use Index Denmark/Gallup2, Facebook and game play to research this group. Next we turned our focus to arranging the researched data by using brainstorming and circle writing techniques. This helped us to identify topics for consideration. One topic that we discussed was how to make the connection between LOL, digital technology and 15-25 year olds. It was from this discussion that we created our problem formulation (PF) from. We took a different approach by using the conclusion from our SWOT analysis to formulate our hypothesis. The hypothesis, related to LOL role-playing methods and collaborations with school programs, together with the PF was a way for us to organize our findings of the insight report. For the solution stage we used the conclusion from our TOWS analysis and from there decided to use e-marketing and e-communication as our solution for LOL. The solution contained offline storytelling that lead students to a website where they were faced with a series of game-like challenges.

The challenges that the students faced must have been met before they would be accepted to participate in activities at LOL.

Discovery and Challenges • Our segmentation research focused on students that were 19 years old and younger. We also did not include teachers as part of our segmentation group.

• Using Index Denmark/Gallup, Facebook and game play together produced confusing results.

• Our problem formulation was not really a problem formulation and went unanswered in the conclusion.

• The contents of both the SWOT and TOWS should have been different.

Outcomes Our solution only partly solved our client's needs. They were keen on having a new e-communications and emarketing strategy but were not interested in the approach that we had taken as it was closely related to a strategy that they have been working with for many years. They would have also likened to have seen a more graphical layout of our solution and our storytelling video, during the presentation, and not just words on a screen.

Accompany literature Within the insight document I analyzed Sagnlandet's (website) methods of communication using an Analysis of a communication product model by following the guidelines of Lasswell's model of communication. In the solution document I focused on the communications strategies from Corporate Communication by Joep Cornelissen.

I was able to capture a better insight in how to structure communication objectives to reach a target audience.

Reflections The lessons taken from the this project is (1) to make a stronger editorial effort when proofreading reports, (2) to be more assertive in group discussions and, (3) to actively push for more creativity, especially during the solution stage.

As for our group dynamics the projected would have benefited more if we had stuck closely to the group contract.

1 Sagnlandet Lejre, Assignment information page, http://econteam3p110.keaweb.dk/Sagnlandet-Lejre-Assignment.pdf 2 Index Denmark/Gallup http://tns-gallup.dk

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Sondra L. Duckert

TEAM3_Semester2 14.dec.2011

Project Two: 'ibikecph'/Copenhagen Municipality Project theme: e-Design Ibikecph (IBC) is a campaign project created and managed by Copenhagen municipality as way to improve the quality of the cycling experience in the city. Their overall goal is to 'Increase cycling commuting time by 50%, decrease cycling injuries also by 50% and to increase a higher sense of safety by 80%, using new technologies and digital solutions within three years'. We began this project with desktop research

of ibikecph so that we could have an idea of the work that had gone into improving the cycling culture. As with our first project we organized our researched information by using brainstorming techniques to develop an insight resolution for IBC. Next we decided to conduct a qualitative and a quantitative analysis to gather some perspectives from those cycling in CPH. Seven persons were interviewed and 81 persons participated in the online survey whereby the results from the analysis would help us to define our solution approach. Before entering the solution stage we met with the client for a midterm presentation where we were able to run a few of our ideas pass their representative. After the meeting, group members conducted their own 'solution finding' brainstorming session with a focus on improving the comfort and safety of cycling. We had, in total 34 creative ideas and five were selected for the solution. The digital solution included: a GPS tracking system, cycling accessories vending machine, a breakfast on-the-go drive thru and an electric bike park and locking system. The main connection to the solutions is a smartphone application that can display the location of each one. The smartphone app. can also be used as a method of payment, however the payment method is not limited to only using a smartphone. Our none-digital solution was a bike lane canopy; something to keep the cyclist dry during wet weather.

Discovery and Challenges • We did not go into depth with our solutions even though it was something that we had discussed. • Our quantitative and qualitative analysis cannot be consider scientific because the interviews were conducted with people we knew and the survey link was circulated among friends and family on social media sites.

Outcomes We presented a video presentation to IBC with embedded sketches showing what and where our different solutions could be placed around the city. The clients enjoyed the video, except that it was a little too long and that we had too many options to select from. They would have preferred if we had focused more time on completely developing just one of the solutions.

Accompany literature No specific literature accompanied this project. As this was a design project more effort went into practicality and report layout, and less on methods or theories. However, we were required to use our course knowledge, such as user research and solution approach methods, to create a valuable digital solution. The majority of the reading for this project were from several pdf files provided by Copenhagen municipality city of cyclist website.

Reflections This was a good project to work on. It was a little difficult at first for our group to stay focus on preparing the insight document as some members focused their attention on the solution. Also for this project, we used an online project management tool, Scrumwise, which was a first for me. It allowed us to see and keep track of what we were all working on and it also provided a visual schedule that we could easily follow.

Project Three: Henrik Vibskov ('The All Nighter') Project theme: How to create a business pitch within 36 hours.

Our final project was for the client Henrik Vibskov3, who was looking for a 'strategy to organize his digital presence.' His main focus was on creating a better communication presence throughout his five websites. We began this project by first conducting a usability test on Henrik Vibskov websites. Three hours 3 HenrikVibsko.com

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TEAM3_Semester2 14.dec.2011

later, the results of our testing was presented to him during an insight presentation forum. We included in the presentation a list of our usability findings, what problems his website posed for his users and our interpretation of what could possibly be the reason(s) why his websites has usability issues. We had approximately five hours until the delivery of our next milestone and within that time, we defined a few criteria for the solution, used brainstorming and circle writing to identify the areas we wanted to think more about and to set out some group constraints to keep us on track. In the end we created a strategy that was part of our solution outline with a theme of 'the beauty of complexity'; and before calling it the night we decide that our solution for Henrik Vibskov will be a timeline. Two of our presenting group members worked into wee hours of the morning preparing for the 12 noon presentation. The following morning we had to make some quick revisions to the presentation notes and create a mock up version of the timeline to visually show Henrik Vibskov what it could potentially look like.

Discovery and Challenges • Henrik Vibskov was already aware of the problems that we presented to him about his websites. He defined himself and his websites as being 'complexed.' We therefore took his 'complexity' and included it in our solution.

Outcome Henrik Vibskov was interested in a solution that provided better links so people could find what they were looking for faster. He wanted a solution that could improve user experience while surfing his websites. We provided for him a solution of a timeline that would allow him to organize his website more effectively. He was open to the idea but needed more information in how this could be done without costing much money. I believe our timeline solution could have been presented better if we would have added more details and search functionality.

Accompany literature No assigned literature was required for this project. Course knowledge and group discussion were used to create a valuable digital solution. The majority of the research was desk-research about our client and about timelines.

Reflections Great project! The client was very interesting to work with, open, engaging and honest. He was also really interested in what we had presented for him. The layout of this project made us work more as a group instead of everyone sticking to what they could do best. It was exciting to be able to work with more on our creativity. It was also great to see that everything (client's information and website) was in English instead of having to use time translating from Danish to English. More projects should be like this one. Lots to do, with little time and little sleep.

Overall Reflections • • •

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This semester we had some great clients to work with, however the problem still remains that when most of the client's information is in Danish it is difficult for international students to feel like they are a part of the group.

The clients comments were filled with professional insights as well as do's and don't. I was please to see that they did not hold back with their comments and were honest when discussing our presentations.

I selected to take the design class because I did not see myself as a designer and wanted more design theory.

However, the class turned out to be more practical; but what I took away from the class and my group members is that I now know more about design, and that I'm a 'all right' designer.

I selected to work with the same group for two of the projects and missed the opportunity to work with others in the class.

From the last project I learned that when working out a solution it is best to have as many eyes on it as possible and ask as many questions as it takes; and to be open to even the most ridiculous ideas you've ever heard of. It is sometimes those crazy ideas that creates innovative thinking.

Background Literature • • • •

Cornelissen, J. (2011), Corporate Communication, 'A Guide to Theory and Practice, 3rd ed. (2011) Role of Communication Barriers in Ineffective Communication, Retrieved Sept 18, 2011, from management study guide Rungstrom, Christina (2011), Planning Lecture Polinna, Julia, (2011), User Research Lecture 4