Graduation Project Document - Vol 1

DEGREE PROJECT Design for Better Decisions Sponsor : Fractal Analytics Pvt. Ltd., Mumbai + Self

Volume : 1 of 2 STUDENT : MANAN PAHWA PROGRAMME : Bachelors of Design (B. Des)

GUIDE : SWEETY TAUR

2020 INDUSTRIAL DESIGN FACULTY (FURNITURE DESIGN)

The Evaluation Jury recommends MANAN PAHWA for the

Degree of the National Institute of Design IN INDUSTRIAL DESIGN (FURNITURE DESIGN)

herewith, for the project titled "Design for Better Decisions" on fulfilling the further requirements by*

Chairman Members :

Jury Grade : *Subsequent remarks regarding fulfilling the requirements : This Project has been completed in ________________ weeks.

Activity Chairperson, Education

“There are enormously beneficial things that AI can do for us, especially when it gets linked with biology” - Yuval Noah Harari, Historian Author of Sapiens

Privacy Statement Copyright © 2020-2021 Student Document Publication meant for private circulation only.

All rights reserved.

No part of this document will be reproduced or transmitted in any form or by any mean, electronically or mechanically, including photocopying, xerography, photography and videography recording without written permission from the publisher, Manan Pahwa and National Institute of Design.

This project is partly sponsored by Fractal Analytics, Mumbai and partly self-sponsored Edited and Designed by Manan Pahwa Bachelor of Design, Furniture Design, 2016-2021 National Institute of Design, Ahmedabad mananpahwaa@gmail.com Guided by Sweety Taur Processed at the National Institute of Design (NID) Paldi, Ahmedabad - 380007 Gujarat, India www.nid.edu

© NID 2020

Originality Statement I hereby declare that this submission is my own work and it contains no full or substantial copy of previously published material, or it does not contain substantial proportions of material which have been accepted for the award of any other degree or final graduation of any other educational institution, except where due acknowledgement is made in this graduation project. I also declare that none of the concepts are borrowed or copied without due acknowledgement. I further declare that the intellectual content of this graduation project of my own work, except to the extent that assistance fromothers in the project’s design and conception or in style, presentation and linguistic expression is acknowledgement. This graduation project (or any part of it) was not and will not be submitted as assessed work in any other academic course.

Student Name in Full: Manan Pahwa Signature Date

I hereby grant the National Institute of Design the right to archive and to make available my graduation project / thesis / dissertation in whole or in part in the Institute’s Knowledge Management Centre in all forms of media, nor or hereafter known, subject to the provisions of the Copyright Act. I have either used no substantial portions of copyright material in my document or I have obtained permission to use copyrighted material.

Signature Date

Acknowledgement This document is a consolidation of my learnings from the past 4 years I’ve spent at NID, and more specifically the past year. It has been overwhelming with everyday challenges that have helped me grow as a designer and wiser person.

Kautuk Trivedi for being an amazing patient guide, for never losing confidence in me.

Honestly, this project wouldn’t have been possible without him.

Param Venkataraman, for instilling faith in me and onboarding me for an exciting opportunity.

Also for being a very understanding boss and a constant inspiration for imagining mundane everyday objects in a whimsical way.

Priya Sathiyam for ever-supportive feedback and for constant discourses on Data and Materials. Neel for always volunteering to act as a soundboard and discuss the crazy ideas.

Shreya Chakravarty for positive affirmations and showering her wisdom.

MANAN PAHWA • NATIONAL INSTITUTE OF DESIGN

Conversations with the Design & Behavioural Science team at Fractal. They are a cohort of T-shaped generalists and the expanse of thinking is limitless. I’m grateful for regular discussion of larger than life ideas with them which greatly influenced my lateral thinking abilities and confidence building.

My guide Sweety Taur for investing faith in me and my project, trusting me with the process and offering me a sense of clarity whenever I felt lost in the sea.

I can’t thank Aiman Verma enough to make this 4-year journey a life-changing experience for me and always encouraging me to make exciting co-relations, fuelling in hope and enjoying the process. Honestly, I wouldn’t have taken such bold steps otherwise.

Devansh for his extensive last minute support and encouragement. Yash for being an elder brother; a constant support who makes me love myself-a quality every designer should possess.

Dr. Tim Holmes for his expert-guidance on neuroscience. Krishnesh Mehta for provoking thoughts, understand transdisciplinarities of disciplines and teaching me to challeng the status quo.

Amogh Jadhav and Sangam H for being amazing enthusiastic collaborators.

Kushagra Singh, Rahul Agarwal, Saurabh Kabra & Divya Chadha for roleplaying devil’s advocate which made me reflect hard about my decisions and culminate certain phases successfully.

Bansal’s for being a great host of a place to work from. Lajpat Rai Chaudhary and Parth Ahuja for being constant supporters and more importantly believers.

Verma’s who adopted me for two months, Ishita Verma for her textile industry experience.

Abuzar bhaiya for his amazing experience in pattern-making, draping and being a kindhearted person he is.

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Liza, my therapist to hand me the tools to understand life with a different perspective, and the role of work in life. Prathamesh Patel and Manik Narula for empowering me when I needed the most.

Numerous conversations with every beautiful human-being I’ve met through NID - the discourses and resource-sharing have had a great impact on gradually making me who I am today, and will impact how I go further.

I’d like to thank my parents who have a major role to play in forging the support for a convenient lifestyle at NID and WDKA and my sister for just being her. Thanks a lot! ..and anyone whom I might have unintentionally missed out- I’ve tried to acknowledge all contributors at the end of both the volumes.

DESIGN FOR BETTER DECISIONS

DESIGNING THE RIGHT THING

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Design for Better Decisions Using AI, Engineering & Design to deliver a fatigue-free movie-choosing experience

Volume 1 | Designing the Right Thing

VOLUME 1

VOLUME 2

Opportunities, Strategy, Targeted Research, Synthesis

Design directions, prototyping, outcome

DESIGNING THE RIGHT THING

DESIGNING THE THING RIGHT

Section 1 Section 2 Section 3 Section 4 Section 5 Section 6

• • • • • • • • • •

Introduction Opportunity

Section 7

Strategy

Section 8

Discover

8b

COVID hit Define

• Introduction • Ideate • Prototype, Hypotheses & Evidences

• Epilogue • Appendix

End of Internship Empathise Synthesis Recap

VOLUME 1 is a process map of achieving the final use-case to build solutions on in VOLUME 2. It focuses on the navigation from multiple diverging and converging diamonds - Opportunities to Strategy, Discover to Define, Empathise to Synthesize

VOLUME 2 is the action map to answer the How Might We statement achieved at the end of VOLUME 1 with a final design proposal. It is a WIP journey of manifesting ideas, user-journey, phygital mockup and answers the hypotheses that emerged from the user-journey.

Process OPPORTUNITY

DISCOVER

DEFINE

110

Experience Design precedent study 58

Deconstruct the process 60

Ideation 2.0

70

Co-Ideation workshop

76 84

50 FIG 0.01 DESIGN PROCESS

Client Advisory Board (CAB)

90

100

115

Prioritising

interesting spin 104

134

119

identify directions

54

User-journey mapping

Decision Matrix

Ethnography

Insights

empathising with user decisions

Client Feedback

AED

Client feedback

38

Research Directions

Ideation 1.0

40

39

Rip the brief

Blue Sky thinking

114

Principles

8-phase design process followed from Client brief to arriving at a solution. Detailed process with sub-phases has been shared. Each process has been accompanied by the page number in the respective document for the reader to deep-dive. It is recommended to use this as a guide to understand the macroview of the project. This diagram is based on double-diamond model.

STRATEGY

Opportunity areas 56

Ideas 2.0 122

Clustered topics

65

Strategic Brief

78

Initial Ideas with feedback

Solution D

105

DESIGNING THE RIGHT THING

MANAN PAHWA • NATIONAL INSTITUTE OF DESIGN

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Direction

DESIGN

SYNTHESIZE

Directions/ Sketching

140

Insights 174

Discussion Guide 145

Touchpoints

Storyboarding

178

Secondary Research

Concept

Use-cases & validation

182

136

HMW

Conclusions

154

Shadowing Use-case

User- and expert-feedback

172

Interviews

180

Evidences

Affinity Mapping

Pesrona building

Market research

User-journey mapping

143

138

User research

Iterate

Market Gap

Gaps & Opportunities

Competitor Analysis

144

DELIVER

Desk Research & Prototype

EMPATHISE

Hypotheses

178

168 Unstructured Findings

How might we 186 Statement

Concept with Hypotheses

User - journey, Artefact, Validations for hypotheses

DESIGNING THE THING RIGHT

DESIGN FOR BETTER DECISIONS

DESIGNING THE RIGHT THING • INTRODUCTION

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Contents Privacy Statement Originality and Copyright Statement Acknowledgement Introduction to Volume 1 of 2 Process CONTENTS

6 7 8 10 12 14

Introduction

16

National Institute of Design About Me Fractal Analytics Client Brief Articulating my role COVID times : Challenges Synopsis

18 20 24 28 30 32 35

1/Opportunity

36

1.1 Rip the brief 1.2 Research Directions 1.3 AI, Engineering & Design (AED) 1.4 Client Advisory Board (CAB) 1.5 Tangible Experience Design : Precedent Study

38 39 40 50 58

MANAN PAHWA • NATIONAL INSTITUTE OF DESIGN

2/Strategy

66

2.1 Process overview 2.2 Insights from Interview 2.3 Key Insights 2.4 Principles 2.5 Strategic Brief

68 70 74 76 78

3/Discover

80

3.1 Process Overview 3.2 Co-ideation workshop 3.3 Blue Sky thinking & Idea Cards 3.4 Experience Ideas 3.5 Collaborator feedback

82 84 90 100 104

COVID

105

3.6 Redefined Brief

106

14

4/Define

108

6/Synthesis

4.1 Reflecting on the feedback 4.2 New approach to ideation 4.3 Decisions Listing, Sorting, Prioritising 4.4 Interesting Spins 4.5 Ideas 2.0

110 112 114

Transcription 6.1 Affinity Mapping Learnings 6.2 Factors influencing decisions 6.3 Anatomy of a decision 6.4 Decision Scenarios 6.5 Gaps & Opportunities 6.6 Persona 6.7 The Unmet Need 6.8 Secondary research 6.9 Intervention 6.10 Final Use-case

119 122

End of Internship

128

4.6 Shifting Chapters 4.7 Decision Matrix 4.8 Concept Brief

130 132 134

5/User-research Market Research 5.1 Existing solution landscape 5.2 Competitor Analysis 5.3 Gaps User Research 5.3 Discussion guide framework 5.4 User Profiles

DESIGN FOR BETTER DECISIONS

168

170 172 174 175 176 178 180 181 182 185 186

Recap

188

Synthesis journey to use-case

190

Glossary of terms References Contributors

192 194 200

136

138 139 140 143 144 145 154

DESIGNING THE RIGHT THING • INTRODUCTION

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INTRODUCTION This section sets the context for the reader. It includes the necessary information required to go through the document.

National Institute of Design Furniture Design About me Fractal Analytics Design at Fractal, Looking forward Client Brief The seed thought, Philosophy, possible tangibles Articulating my role COVID times : Challenges Synopsis

National Institute of Design, Ahmedabad

Furniture Design (Faculty of Industrial Design)

National Institute of Design (NID), Ahmedabad an Institute of National Importance is an autonomous public design school.

The Discipline of Furniture and Interior Design deals with the creation and evolution of objects, structures and systems at human scale that aim to improve the quality of life in the immediate living and working environment, while looking at sustainable and innovative use of diverse materials and processes.

The institute functions as an autonomous body under the Department for Promotion of Industry and Internal Trade (DPIIT), Ministry of Commerce and Industry , Government of India.

Today the National Institute of Design is internationally acclaimed as one of the finest educational and research institutions for Industrial, Communication, Textile and IT Integrated (Experiential) Design.1

MANAN PAHWA • NATIONAL INSTITUTE OF DESIGN

It believes in a broad and interdisciplinary attitude for enriching the design activity and draws from experiences of Industrial and Environmental Design professions.

The Programme provides an integrated approach to the design of furniture and interior objects and systems as part of one’s living and working habitat, while striving to redefine the boundaries of such elements with a systems perspective.

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Special emphasis is placed on the ability to develop self-made prototypes in order to test human and functional factors v/s aesthetics and use of materials.

Furthermore, the students are expected to attain an understanding of a body of theoretical and practical knowledge and are trained to carry out design processes as a part of a team as well as independently.2

FIG 0.02 NATIONAL INSTITUTE OF DESIGN

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DESIGNING THE RIGHT THING • INTRODUCTION

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About me Pushing boundaries of disciplines to solve unique problems.

My journey has been an amalgamation of my experiences at NID, the exchange semester in Rotterdam at Willem de Kooning Academie (WDKA) and my personal practice that evolved over 3.5 years. To sum it up, I would tag myself as a T-shaped generalist with deep interest in Service Design.

NID acted as an interface in my journey to expand horizontally. The medium were both formal (through the curriculum) and informal (through peer-learning). It would be not wise to not mention the role of NID in fulfilling the goals from a bachelor’s degree - handing me with an abundant vision and opening the world of design and beyond for me.

Furniture design as a discipline was dominantly focused on giving form to ideas with a hands-on approach with spurts of theory lessons with which helped me understand how to ‘design things right’.

The complexity grew from single products to services and finally to system design progressively over the years.

Peer learning and cross-collaborative space fostered the idea of interdisciplinary collaboration and vertical-thinking beyond the singularity of

MANAN PAHWA • NATIONAL INSTITUTE OF DESIGN

Furniture Design and answer questions that are asked to a 21st-century designer.

Over the years my practice as a maker and command over materials grew stronger. To seek questions of the 21st century and get a global exposure, I decided to apply to WDKA, the Netherlands.

WDKA follows a discursive approach to design pedagogies which I found to align with my goals.

Along with a major in Product Design and major theories, I took two practices* in Social practice and Commercial practice each. Along with creditbased courses, I got a chance to work at multiple stations** to grab introductory skillsets like sewing, welding, Arduino, processing, dyeing, business thinking, biodesign, animation, draping software CLO3D, et cetera.

Along with it, I enjoyed the international exposure by visiting Milan Design Week, finest design musea located in Prague, Stuttgart, Rotterdam, Amsterdam, Vienna, meeting which largely influenced my work in 2019 and later. Journey at WDKA was dominant in helping me understand ‘how to design the right things’

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I initiated a line of inquiry in 2019 called Materionomics. Upon my arrival to India, I curated an exhibition of materials I collected during the exchange term in Europe to encourage peers to design better while equipping themselves with better understanding of materials. With the initiative, I have developed a deeper inquiry and vested interest in the world of materials and its applications.

*practices at WDKA are designed to train designers beyond borders of their own unique disciplines. Within practicdes, students can fine-tune the direction of their study programme based on their professional agendas.3 ** The Stations at WDKA are places where students can explore

Each student picks different learnings from the same stimulus and curates a unique journey. My journey has been explained through a network map on the next page.

the viability of their ideas and turn them into fully-functioning creations. Everyone is welcome to work there, regardless of major specialisation or study year.4

DESIGN FOR BETTER DECISIONS

DESIGNING THE RIGHT THING • INTRODUCTION

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Design Studio

Sculptures Installation Design

Transdisciplinary design Design Fiction Trends research - tools Innovation design

Science and Liberal Arts

Design Project

Problem Solving acumen Lateral Thinking From sketch to Prototype User-centricity

Design Management

Construction Documentation and Details

Interdisciplinary design Design methodology Team management Team playing

Mapping 3D objects Drafting

Photography Rapid Prototyping Service design Thinking in systems

Communicating projects

Electives human Factor and ergonomics

Design Epiphanies Discursive Design Photography Form to rapid prototype

Construction and Fabrication

Anthropometry Principles of ergonomics Enhancing user-experience

Year 4 ar

Ye

3

Attributes & personality Finishes - make or break Colour psychology

Composition Aeshetics Styles Communication artefacts

Space, form and structure

Elements of Colour

peer learning

Year 2

Materials theory Properties of materials Prototyping with basic materials

Historic & Contemporary Art forms and styles + Visual Narrative

Research Methods User study

Building skills Prototyping 3D Modelling Overall Aesthetics

Colour, Materials and Finish

Materials and Properties

Systems approach

Research Methodology

Colour psychology Colour interaction

MANAN PAHWA • NATIONAL INSTITUTE OF DESIGN

Realising form Attributes Affordances Semiotics

Affordances Semiotics Narration Soft skills

academia

Fo

un

da

tio

n

ye

ar

Mult

NID

SLA

22

cultural and international exposure

WDKA

Product Design for masses

Cultures & Design Mass customisation Alt materials Post-modern design Post-Bauhaus Applied design

User research 2*2 mapping Competitor Analysis 5WH mapping HMW formation

academics

Theory

Interaction Design HMW formation Design Guidelines Scales of Production Prototyping POC User-testing

Electives

Production types, factors, consequences, manufacturing Dyeing

Learnings are tagged according to their applications :

Arduino

New Earth / Social Practice New Frontiers / Commercial Practice

A network map of learnings I picked up during my 3.5 year journey at NID, Exchange semester in the Netherlands and my enterprising inititatives. The cross-culturing of these knowledge, skills & tools were significantly helpful in discovering new avenues.

Communication artefacts Critical writing Provocative design Citing

System thinking Network Mapping Iceberg Model Quick-dirty prototyping Material Innovation

User research Competitor Analysis Design for senses Additive manufacturing

Knitted Textiles

freelancing Hyderabad Design Week

ti-disciplinary approach

Personal practice

Society of Materials

product shoot Material handling Project management Aesthetics & User experience Lifestyle Alt materials

36 days of Type materionomics

DESIGN FOR BETTER DECISIONS

Exhibition Design Team Management

FIG 0.03 LEARNINGS DURING 3.5 YEARS OF EDUCATION

DESIGNING THE RIGHT THING • INTRODUCTION

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Fractal Analytics Fractal Analytics is one of the most prominent players in the Artificial Intelligence space.

Held 3rd CAB

Acquired Imagna Analytics & Mobius Innovations

acquired Chicagobased strategy & analytics firm, Received a USD 4i Inc. 200 Million funding from APAX Partners partnered with Final Mile to combine data science with behavioral science

2013

2015

2017

Fractal’s mission is to power every human decision in the enterprise and brings AI, engineering, and design to help the world’s most admired Fortune 500 companies.

2019

HISTORY 2000 Founded by Srikanth Velamakanni, Pranay Agrawal, Nirmal Palaparthi, Pradeep Suryanarayan & Ramakrishna Reddy

2005 Established base in the United States

2016 Partnered with KNIME, an open source data analytics

2018

2020

Acquired behavioural architecture company Final Mile

Completed 20 years

FIG 0.04 FRACTAL’S HISTORY

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DESIGN AT FRACTAL Fig 0.05

Fractal Analytics is a multinational artificial intelligence company that provides services in consumer packaged goods, insurance, healthcare, life sciences, retail and technology, and the financial sector.5 It’s largest office is situated in Mumbai, India.

Headquartered in New York, it has a presence in United States, United Kingdom, and India along with fifteen other locations and employees over 2,000 consultants.

DESIGN FOR BETTER DECISIONS

Design at Fractal is in a shaping phase, where Design team comprises of just 1% of the total Fractal Employees. Parameswaran Venkataraman is the Chief Design Officer at Fractal.

The role of Design is shaping at Fractal Analytics.

It’s role is to power every human decision in the enterprise. To humanise and simplify decision making.

In March 2020, the erstwhile Design team at Fractal and a part of the erstwhile Final Mile team merged to form the Behavioural Science and Design team at Fractal.

DESIGNING THE RIGHT THING • INTRODUCTION

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FIG 0.06 FRACTAL’S SLOGAN FIG 0.07 FRACTAL GLOBAL DESIGN TEAM, MARCH 2020

FIG 0.07

MANAN PAHWA • NATIONAL INSTITUTE OF DESIGN

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LOOKING FORWARD

KEYWORDS

Artificial Intelligence Engineering Design

Having explored unchartered territories and being a life-long explorer / avid explorer I wanted to map uncharted territories for myself.

Through the placements at NID, I happened to meet Param Venkataraman. A few projects around interaction design and installations excited him along with the makers background that I brought along with me.

The opportunity of exploring tech, AI-ML ecosystem and being a part of the T-shaped generalist cohort that Design at fractal was looking for was a pretty exciting one.

Uncharted territories like AI, Analytics, Consulting, Interaction Design, Exhibition Design, Design Ethnography. I had worked along with startups, it was time to taste the corporate world.

Following an unconventional route and residing interests in being a generalist, I thought to myself that this opportunity would give me a holistic look before I graduate and hence, would open up new branches of opportunities rather and also give me strong foundations in Artificial Intelligence and Human Intelligence with the application of Materials and Tech.

DESIGN FOR BETTER DECISIONS

Behavioural Architecture Tangible Experience Design Automation Abstract Materials Data Humanising AI Ethnography Cognition Better decisions Decision making Touch Feel Playful

DESIGNING THE RIGHT THING • INTRODUCTION

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Client Brief What if we designed a spatial experience that brings alive 2 core concepts that we are focused on at Fractal:

1

Powering every human decision: This is part of Fractal’s core purpose.

Helping people make better decisions (in the enterprise, but more generally too)

2

How we are doing this is to bring together the power of AI, Engineering and Design.

6

FIG 0.08 INTERSECTION OF AI, ENGINEERING & DESIGN (AED)

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THE SEED THOUGHT

PHILOSOPHY

Fractal Analytics is going through major structural reforms as a part of its plan to serve its clients better. They introduced a new way of problem solving called AED.

The idea of using tangible interaction design and interaction design beyond the screen to excite the audience what is the core of this project.

Ajoy Singh, COO mentioned a missing experience in the lobby space at Fractal Analytics Mumbai office.

POSSIBLE TANGIBLES

“Space in Mumbai office is totally screens and when we say we are an AI driven company, there should be a wow factor missing to support that statement. The space here is very boring. It’s screen, touch screen everywhere” The seed thought was implanted by Param Venkataraman, Chief Design Officer at Fractal -

• A walkway with different pods as pitstops • A City’s bird eye view and Fractal’s impact on various verticals of a user’s life • Data stories • Mechanical sculptures • Jigsaw puzzle that can travel from location to location • Floating Data points and Big Data spatial mapping

“AI design Engineering is a complex concept.

To be able to experience it and get it through a physical experience would be amazing. A picture is worth a thousand words and an experience is worth thousand pictures.”

DESIGN FOR BETTER DECISIONS

DESIGNING THE RIGHT THING • INTRODUCTION

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Articulating my Role Due to the multidisciplinary nature of the project the role, my role was that of a T-shaped generalist with a specialisation in making.

FIG 0.09 WHAT DOES IT MEAN TO BE A T-SHAPED GENERALIST

MANAN PAHWA • NATIONAL INSTITUTE OF DESIGN

I had to drive the project while consulting with various professionals with distinct domain expertise. My role was to bring in my expertise in the area of installations and the practice of making.

The idea was to generate some concepts and be able to translate them into some quick low-fidelity prototypes and bring my craftsmanship skillset to convert these potential concepts into experiences.

The final deliverable of the project was called an experience instead of installation/product and the client wanted to go through the natural course of design process to narrow it down specifically to kind of experience.

* The diagram is an interpretation of double diamond model illustrating the stages of divergence and convergence of a typical design process. The illustration tends to linearise the process to understand it better, however in application it is non-linear. Plotted here are various stages across a proposed 24 week timeline.

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RESEARCH & CONCEPTUALISATION

DESIGNING THE RIGHT THING

CONCEPT DEVELOPMENT & LO-FI PROTOTYPES

FINAL PROTOTYPING

DESIGNING THE THING RIGHT

FIG 0.10 DESIGN PROCESS PROPOSAL (MAPPED WHILE STARTING THE PROJECT)

DESIGN FOR BETTER DECISIONS

DESIGNING THE RIGHT THING • INTRODUCTION

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COVID times : Challenges With COVID, the way we interact completely changed and it required to rethink, question and adapt the project to the changing scenario

In March and April 2020 over a fortnight, Mumbai became the epicentre of the COVID-19 pandemic in the sub-continent.

There were two major hits in the project, that completely changed the objective of the project.

The first hit came when the marketing team at Fractal took a decision to cancel the physical CAB 2020 event. Since my project was an integral part of the physical event, it had to re-thought in a digital-first use-case.

The second hit came when the internship period could not be extended and the project was dropped by the sponsor in June 2020. Also, to develop the solution for a digital-first use-case which wasn’t the aligned with the capability I brought to the table and hence, my participation in the future of the project was questionable especially when the company had frozen their future hirings.

To switch back to the brief which would help me exercise my skills, 2 months-worth of work made no relevance to the project I would carry forward. This was tough to gulp along with the obsolencence of the physical experiences.

MANAN PAHWA • NATIONAL INSTITUTE OF DESIGN

The project converted into a self-sponsored one with a new user and an interesting tweaked brief.

After leaving Mumbai, I lived out of 3 different cities and 4 different places throughout the tenure of the project. The challenges faced were the availability of resources in Tier-2 and Tier-3 cities amidst impositions of erratic lockdowns.

Peer learning and collaborations shifted to online mediums with sunstandard internet connectivity.

The biggest change was in the vision and consequent outcome of the project - from a high budget tech driven project developed with an inter-disciplinary team of Data Scientists and Engineers to a phygital solution mockup informed

by Data Science and Engineering produced with limited resources.

* The diagram is an interpretation of double diamond model illustrating the stages of divergence and convergence of a typical design process. The illustration tends to linearise the process to understand it better, however in application it is non-linear. Plotted here are various changes in the earlier proposed timeline.

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COVID

RESEARCH & STRATEGY

IDEATION

DESIGNING THE RIGHT THING

With Sponsor

DESIGN FOR BETTER DECISIONS

FIG 0.11 DESIGN PROCESS FOLLOWED (MAPPED WHILE FINISHING THE PROJECT)

EO Internship

PROOF OF CONCEPT

CONCEPT DEVELOPMENT

DESIGNING THE THING RIGHT

Self sponsored

DESIGNING THE RIGHT THING • INTRODUCTION

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MANAN PAHWA • NATIONAL INSTITUTE OF DESIGN

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Design for Better Decisions is a human-centred phygital experience design project that helps young professionals, when they are mentally exhausted, to overcome the indecisiveness of choosing a movie to watch (specifically) at the end of the day.

calming visuals to support this physical interaction and a game asking the user to play around using colours they feel inclined towards instinctively.

Colours are used as heuristics to match the user’s gut-based preferences and the filmmaker’s use of colours in visual storytelling.

Various design research methods for targeted market and user research helped uncover gapsRecommendation engines (as of today) fail to capture what the users want in the context while recommending based on their watch history.

On the other hand, there exist deep-rooted behavioural drivers behind the indecision of humans. The final solution is a resolution of 6 pain points discovered during the study.

This project was Initiated as part of the internship with Fractal Analytics - a leader in AI. Various decision-making scenarios were uncovered from the consumers’ daily lives through a cocreation workshop, brainstorming sprints, userfeedback sessions and interactions with data scientists, engineers and behaviour architects.

The internship ended with a unique and exciting idea of ‘recommending content based on the user’s context’ which was developed further.

‘End-of-day’ / ‘EOD’ Buddy is a rejuvenating phygital experience consisting of a pillow along with a movie-recommendation platform designed in a way to pull out their purest instincts. The pillow helps users relax by assisting them to achieve a calming breathing rate and overcome fatigue by interacting with playful & soothing materials and filtering movies based on their current emotions determined by capturing physiological data. The digital interface deploys

DESIGN FOR BETTER DECISIONS

This project is an inquiry into the contentconsumption culture. It addresses how technology can be leveraged to build a genuinely humancentric lifestyle and help humans make better decisions.

Synopsis DESIGNING THE RIGHT THING • INTRODUCTION

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INTRODUCTION

1.

OPPORTUNITY STRATEGY DISCOVER DEFINE

This section helps understand the design process used to understand the constraints of the projects. It also explains the process of finding the oppotunity from the Client Brief and laying down the research directions.

1.1 Rip the brief 1.2 Research Directions AED, CAB, Tangible experience design 1.3 AI, Engineering & Design (AED) Meaning, coorelation, examples, guiding questions 1.4 Client Advisory Board (CAB) Members, Venue and Event, User-Journey Mapping, Proposed Ideas 1.5 Tangible Experience Design : Precedent Study Experience Matrix

Rip the Brief This exercise was used as a tool to uncover the invisible layers of the iceberg (client’s brief). The exercise lead to various research directions to move ahead.

What is AED?

Bring alive the power at the intersection of AI, Engineering and Design (AED) through a tangible experience as a part of CAB event.

What are experiences?

What are some of the examples of tangible experiences?

What are the tools used for designing experiences?

MANAN PAHWA • NATIONAL INSTITUTE OF DESIGN

What is the CAB event?

Who attends?

Where and when does it happen?

How do users behave in the space?

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AI, ENGINEERING & DESIGN (AED)

1.3

About the strategy, what to convey and how to convey?

CLIENT ADVISORY BOARD (CAB)

1.4

Host, Audience, User-journey, Space, Feeling

TANGIBLE EXPERIENCE DESIGN

1.5

Precedent study

DESIGN FOR BETTER DECISIONS

DESIGNING THE RIGHT THING • OPPORUNITY

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AED

What does AED mean in Fractal’s context?

What does it stand for?

AED is a new way of problem solving. It’s a go-tomarket strategy for Fractal to create more value for their clients by delivering end-to-end solutions.

FIG 1.01 AI

A

The strategy has be idealised as a transdisciplinary way of problem solving by combining the best of AI - Engineering - Design.

•

By blending advanced AI with an intimate understanding of human behavior and scaling the implementation with Engineering, is what makes AED a truly remarkable strategy.

•

MANAN PAHWA • NATIONAL INSTITUTE OF DESIGN

•

• •

Artificial Intelligence

Advanced Analytics Structured Machine Learning Text Analytics Image & Video Analytics Optimisation and Reinforcement Learning

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FIG 1.02 DATA ENGINEERING

FIG 1.03 DESIGN (HUMAN UNDERSTANDING + ADOPTION)

E

D

• • • •

Engineering

Data Engineering Tech Architecture Back-end Development Front-end Development

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Design

Which combines • Behavioural Architecture • Design Research and Strategy • Interaction Design • Information Design

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Coorelation between AI, Engineering and Design Fractals’ core motive is to power every human decision in the enterprise by problem solving. The role of AI is to build algorithms that match and exceed human level intelligence, by leveraging user centricity and behavior architecture to make decisions and make these decisions with speed and at scale with engineering.

FIG 1.04

FIG 1.04 THE CO-ORELATION BETWEEN AI, ENGINEERING AND DESIGN FIG 1.05 THE INTERRELATIONSHIP BETWEEN AI AND HI FIG 1.06 ROBOTIC HAND (REPRESENTING AI) & HUMAN HAND (REPRESENTING HI) TOUCHING EACH OTHER

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The principle at core is to bring forward the best of both the worlds together - Artificial Intelligence and Human Intelligence and understand how they can work in an integrated manner (and not at the cost of each other) to power better decisions.

FIG 1.05

FIG 1.06

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An example of AED Amazon Go Amazon Go is a true example of a real-life AED Experience. The current shopping experience follows the same old journey - enter, shop, pay.

Amazon Go* has redefined the grocery shopping experience at the supermarket. Let’s look at how they offer their consumers a seamless buying experience by integrating the power of AI, Engineering and Design.

The current shopping experience Enter, shop, wait in long queues at the check-out counters and pay via a physical mode.

FROM LEFT TOP TO RIGHT BOTTOM FIG 1.07 CHECKING SHELVES, FIG 1.08 PICKING PRODUCTS FIG 1.09 WAITING IN QUEUE, FIG 1.10 SWIPING CARD / MAKING PAYMENT

* Amazon Go is a chain of convenience stores in the United States, operated by the online retailer Amazon.

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Everything is the same, except no lines and no checkouts. The new-age walk-out shopping experience FIG 1.11 AMAZON GO STORE

FIG 1.14 BILL OF PRODUCTS PICKED UP

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1

2

Enter the store

Check-in with your smart phone. The store registers your entry.

FIG 1.12 AMAZON GO STORE ENTRY

FIG 1.13 SCAN QR CODE ON SMARTPHONE

3

4

Anything you pickup is automatically added to your cart.

Just walk out and the payment would be completed via your card connected to the Amazon account.

FIG .15 RECEIVE BILL ON YOUR AMAZON ACCOUNT

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What was the solution?

What was the solution?

Gives you a glimpse into Future of Buying.

Understand the customer’s needs and enables the to buy seamlessly by leveraging the power of AI Gives you a glimpse into Future of buying. and alongside cutting-edge engineering.

Understands the customer’s needs and enables them to seamlessly buy

What is the role of A,E & D? Computer Vision Deep learning Algorithms

Seamless and real-time data updates across multiple platforms.

Understanding consumers needs and aspirations.

Mapping and architecting desired behaviour change.

Sensor Fusion

Designing a simple and delightful shopping experience.

AI MANAN PAHWA • NATIONAL INSTITUTE OF DESIGN

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DESIGN 46

Another example PillPack is a full-service pharmacy designed around patient’s life. Let’s look at the difference in current medication system v/s using PillPack:

FIG 1.16

“I know that I’m taking the correct medicine at the correct time. Amazing customer service.”

After PillPack

Before PillPack

“It was difficult to remember whether I took the medication or not” “It’d take an hour or more before a week’s medication to be setup”

FIG 1.17 CLUTTERED DRAWER WITH MULITPLE MEDICINES

FIG 1.18 PILLPACK MEDICINE PACKAGING FOR EACH DOSE AS PER TIME

This is the current traditional solution to keep your medicine. It works well until a patient who has to take 10-15 pills a day / 8 different types of medication tries to find their medicine. What a nightmare it seems to order - pack them - be mindful of not missing even a single tablet..

Patient’s medication is sorted by date and time and delivered once a month. Pillpack also manages patient’s refills, work directly with their doctors and insurance and organise medication, billing, prescription details all in one place for easy access.7

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Guiding questions (AED)

The first tool thought of was understanding AED through client-projects. However, this strategy was still at its nascent stages within Fractal without any lead-worthy examples. ​ We prepared a discussion guide for interviews with the Executive Team members who directly communicate with Fractal’s clients at CAB, and were active stakeholders in participating and decision-making to ideate for organisational transformation and AED-Strategy.

METHODS AND ACTIVITIES

DISCUSSION GUIDE

Method 1 Semi-structured user-Interview (Primary Research)

These were the questions to be taken forward to understand what to convey AED

Method 2 Video Ethnography (Secondary Research)

So we turned towards the Executive Team at Fractal to understand how would they communicate AED to their clients? How does AED stand-out among several other problem-solving strategies? ​In addition to this, the Executive Team members became a medium to dive-deeper into the CAB Member persona as we could not directly converse with the CAB Members (Fractal’s clients)

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WHAT SHOULD BE COMMUNICATED ABOUT AED?

WHAT CONTEXT OF THE USER MUST IT RELATE TO?

HOW SHOULD IT BE COMMUNICATED?

WHAT SHOULD BE THE FEELING THAT COMES ACROSS?

WHAT IS THE AUDIENCE EXPECTING?

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Client Advisory Board (CAB)

FIG 1.19

FRACTAL hosts an annual event, Client Advisory Board (CAB) which is a two day retreat for Fractal’s Client-Partners. CAB is an annual event hosted by Fractal to share, learn and collaborate with global giants to envision their future.8 Members from Fractal’s top 40-50 clients are invited to attend CAB. CAB members range from CXOs to Director positions and a maximum of 2-3 people from each account.

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FIG 1.20 CAB EVENT MEMBERS NETWORKING DURING LUNCH

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The one-and-a-half day conference (CAB 2019) took place at Ball Rooms of Ritz Carlton, California, United States

DESIGN FOR BETTER DECISIONS

FIG 1.21 PRODUCT DEMO AREA

FIG 1.22 STAGE & SITTING

The demo area is setup in the lobby leading to the Ball Room and consists of screens and standees arranged for each product by Fractal in a way to foster discourse. (Fig 1.21)

Usually the layout consists of a presentation space with two large screens and the audience is seated infront of the stage on multiple round tables (Fig 1.22) The seats are assigned in a way to foster discussion agnostic to industries and usually competitors are not assigned the same table.

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User - Journey mapping

The internal marketing team organises CAB. The internal marketing team holds a recurring objective of enhancing the experience of their clients and gain feedback for areas they could improve upon.

The design team including me, Kautuk Trivedi [Senior Design Researcher & Strategist], Neel Koradia [Interaction Designer] and Madonna Thomas [Design Researcher] mapped out the user-journey along with the marketing team to find potential touchpoints to enhance the userexperience.

This experience also helped us to familiarise ourselves with the CAB event and it’s nuances.

FIG 1.23 USER-JOURNEY MAPPING WITH MARKETING TEAM

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IDENTIFIED OPPORTUNITIES

The deliverable was a report including collection of potential adoptable ideas for CAB 2020. This also helped us gain clarity on the impact & positioning of the Tangible Experience within the larger event experience of CAB. Apart from the demo experience which was the brief of the project, 4 other ideas were narrowed down & found worthy exploring for CAB 2020 by the marketing team.

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Identified opportunities at various touchpoints mapped in user-flow PRE-EVENT PRE-EVENT

Day 0 Day 0

Day 1 Day 1

Venue Arrival (Day 0)

New Member Database

Database

+ Old Member

New Email Member

+

+

Old Save the Date MemberAnnouncement

Registration logistics

Email +

Email Invite (Personal)

Email Confirm Invite Interest (Personal)

Confirm Follow Up Interest

Follow Up

On Boarding

Flying Landing from

Meet Greeter

Landing at the airport

Meet Greeter Black at the airport

CAB

Reception ROOMS Ready

Hamper ; Local Elements (California almonds, Wine, Cheese Chocolates), Marshall Goldsmith book

Black CAB

ROOMS Rest inReady the room

Dinner - 2 restaurants in the Rest in the room property - with Fractal teams

Dinner - 2 restaurants in the property - with Fractal teams

Hamper ; Local Elements (California almonds, Wine, Cheese Chocolates), Marshall Goldsmith book

On Boarding Getting agenda/ Itenerary

Save the Date Announcement

Registration Flying logistics from

Venue Arrival Reception (Day 0)

Landing

Getting agenda/ Itenerary

Meet Greeter

Landing at the airport

Airport

Save the Date 1.

2.

3.

4.

Have a printed Save the Date (Additionally) that the consultant can hand over personally.

Print it on a coaster, that they could start using. So, it’ll be in front of them – Design should not shout out CAB but work as a gentle reminder.

Have a personalized script send out to each consultant for each invitee. Can it be sent out by someone in ET? The email invite can be physical than a digital experience. More like the Event invites one would usually receive.

Onboarding 1.

2.

During landing 1.

2.

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Having onboarding in groups of 3, would that make it more engaging and exciting? Coordination might be a pain.

The Cookie Idea: Send them something unique from California. Have the package reach them before the onboarding call, which makes the call experience more tactile.

Informing the members about other CAB Members taking the same flight Can a part of the installation be given to the CAB Members that they could fit into the installation upon their arrival?

Meet Greeter Black at the airport

CAB

Airport

During the event 1.

2.

3.

4.

5.

6.

7.

8.

Trivia Based Intros Can the stage experience be more immersive during the talks?

How do you make the talk more organic / nonstructured? How can we add some humour?

Having some tangible aspect to the keynote Motion graphics as a part of breaks/keynote TED Training of the speakers Can someone live sketch the keynotes which can be handed over to the speakers when they leave?

General Visual Quality & Coherence of the event, experience, collaterals.

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Rest Venue Arrival

Black CAB (Day 1)

Rest VenueROOMS Arrival Ready (Day with 1) Gift Hampers

Room

08:00

09:00

09:45

wrap at 4

1 hour

6:30 (2-3 hr)

Day 2

7:30

8:30 ( 90 mins)

Post event

concludes at 2

Which topic table would you want to sit?

Ice breakers

Breakfast Buffet +

Talks

Lunch

+ Swapping of Cards

Room (Check email / Get Fresh)

Gala Dinner & Drinks

Breakfast

Strategy + Feedback Session (By Pranay)

Lunch + Wine Tasting

Previously, Cruise, Baseball Match

Breakout

+

Departure

Member Target learning

Thanks

Washroom

Conference Ballroom

Conference Ballroom

Videos / pictures

Upload on Portal / Share on email

Handed a Gift Bag; usually contains a tech product under $100

Stay connected later

DIgital notebook / Bluetooth Tracker

DEMO Experience

Room

Talks (Second half)

+

Initial Networking

ROOMS Ready with Gift Hampers

Networking Discussion

Demo Experience

Lunch Hall

Room

Seaside View

FIG 1.29

Demo experience 1.

2.

3.

4.

5.

DEMO CAPABILITIES: Break the monotony of displaying just the products and display Capabilities as well Unique Spatial / Physical Experience for each DEMO for Capabilities & Products WITHIN FRACTAL Slot Booking for DEMO FOR CAPABILITY increasing the exclusivity and generating curiosity among CAB Members Installation for AED: Interactive and Gamified; Decision Making Game How can the book [20 years of Fractal] be integrated in the experience / event?

DESIGN FOR BETTER DECISIONS

Networking 1.

2.

Enhance the networking experience.

Some suggestions on apps that could be used for networking: Pathable and Swapcard

Post event 1.

2.

3.

4.

Stay connected later via an app for the CAB event; better WhatsApp group?

Local dine outs once in a quarter Newsletter When they’re flying out to a different city – tell them who they might know from the event is there – offer to set up a dinner.

FIG 1.24 YEARLY USER FLOW OF CAB MEMBERS INCLUDING PRE-EVENT, DURING EVENT AND POST-EVENT

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Shortlisted Ideas Onboarding

During the event

FIG 1.25

FIG 1.26

Participatory experience

Live Sketchnotes during talks

During landing, a part of the demo experience (installation) could be given to the CAB Members that could later be used to join as jigsaw puzzle fragments which complete the final installation.

During the conference, a person could live sketch all the talks/ keynotes / discussions? This person would converge the 30-40 min session into an A3/ A4 sheet which can be framed and given as gifts to the speakers.

> Provokes & makes members feel they are a part of the experience > Gets them hooked

> Can be handed over as personalised gifts after the event. > Works as a great souvenir for the event, reminds them of the value of their presence at the event which will inturn increase their chances of coming back to the event the following year.

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Demo experience

Visit-by-slot booking only Since the day is completely packed, there is less curiosity to see the demo.

During Networking hour & Breakout sessions, booking slots could be allowed to experience the Installation / Demo. > This intrigues the member and will provoke them to experience the installation > This strategy will also be handy for ‘Word of Mouth’ to promote the installation

Post event

Local dineouts with Execs To make CAB an year-long event, dinners can be held after 3 months as local dine-outs to catch up with the Exec members based on the availability. > This helps in building a unique and personal relationship with the client

FIG 1.25 PARTICIPATORY EXPERIENCE BY DOMESTIC DATA STREAMERS FIG 1.26 SKETCHNOTES

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Tangible Experience Design

GOAL OF PRECEDENT STUDY

Can we communicate complex ideas simply through tangible experiences?

Bringing alive a complex concept in an experiential manner by neither diluting its depth nor making it too overwhelming to be understood. It has to be simple and delightful.

Precedent study is the sourcing and contemplation, of related and relative, past and present influences, that aim to serve and provide inspiration and help with the justification of an idea.9 This study aimed to understand how complex ideas have been communicated using tangible experiences in different sectors/industries.

Curating a selected few examples to give a sense of the diversity of references taken from art, design, architecture to make social, cultural, political, economic, ecological, and legal statements.

Some of the examples present how playful experiences can be executed with tangible interfaces.

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Case studies A few inspiring examples of experiences playfully communicating complex ideas.

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A space for being Google, John Hopkins University, MUUTO Goal To prove design is important for being Methods / Tools • Halfway through the project, Google mounted a mock-up which allowed them to test out different scenarios and gauge what worked and what didn’t.

• The site-specific installation comprised three sequential yet distinct interiors.

• Equipped with Google wristbands, visitors were brought through the rooms in complete silence and without the ability to use their phones.

• Through the use of sensor-based technology, it allowed visitors to gain a new understanding (via a graphic readout) of how their unconscious minds respond to different spaces and interiors and where each individual felt most at ease.10

FIG 1.27, 1.28, 1.29 TOUCHPOINTS FROM THE EXHIBITION ‘A SPACE FOR BEING’ BY GOOGLE

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Beauty Sagmeister & Walsh Goal The exhibition investigates why people feel attracted to beauty, how they deal with it in daily life and what positive effects beauty can have.

Methods / Tools • Created a visual multimedia exhibition addressing the concept of beauty.

• With the aid of examples from the fields of graphic design, product design, architecture and city planning; data that was open sourced from individuals around the globe.

• Included various spatial installations to engage the audience.

• The audience could use the coins to participate in the interactive installations.

FIG 1.30, 1.31, 1.32 TOUCHPOINTS FROM THE EXHIBITION ‘BEAUTY’ BY SAGMEISTER & WALSH

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The Time Machine Domestic Data Streamers11 Goal Shedding some light on the unsustainable situation of many children in the world due to lack of data and encouraging very influential decision-makers to take action against this reality.

Methods / Tools • Increase participation through a data physicalizations.

• Transform the lack of data about childhoods at risk into a tangible experience.

• Enable them to travel to their own childhood and connect with it.

• Make the decision-makers understand it, while explaining how important the access to information was for policy making.

FIG 1.33 TOUCHPOINTS FROM THE EXHIBITION ‘THE TIME MACHINE’ BY DOMESTIC DATA STREAMERS

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Data sculptures Adrien Segal12 Goal To seek to transcend the divide from objective scientific data towards that of experiential knowledge.

Methods / Tools • Drawing from history, narrative, emotion, landscape, and perception • Adrien synthesizes information into knowledge through an intently subjective human experience • Interprets the poetics of statistical information by translating data into lines, forms, and materials that reveal abstract concepts and unseen phenomenon • Interpret them as communicative, sensory, and aesthetically engaging artworks

FIG 1.34, 1.35, 1.36, 1.37 ADRIEN SEGAL’S DATA SCULPTURES

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ATTRIBUTES OF AN EXPERIENCE

A framework was developed to define experiences through their different attributes. This was the resultant of the expansive precedent study of experiences and helped in categorising and tagging them.

The exercise of tagging became a communication tool ; specifically a common ground for interviewing the Executive Team members who were not well-versed with the lingo used to describe these attributes.

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FIG 1.38 MAP = ATTRIBUTES OF AN EXPERIENCE

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2.1 Process Overview 2.2 Insights from Interview 2.3 Key Insights 2.4 Principles 2.5 Strategic Brief

INTRODUCTION OPPORTUNITY

2.

STRATEGY DISCOVER DEFINE EMPATHISE

Synthesis process to define the Strategic Brief from the data collected across three research directions in the Opportunity Phase.

Process overview Interview

Interviews were conducted with the executive team of Fractal

Transcribe

Interviews were transcribed to start sense-making and filter the noise.

FIG 2.01 TRANSCRIBE USING TOOL : OTTER

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Affinity Map

Excerpts were placed together against each question.

Connections were drawn across answers.

Structuring

These answers were refined together and put to order to synthesize further.

This step helped in cutting down the noise further and focusing on relevant answers.

FIG 2.02 AFFINITY MAPPING USING TOOL : LIQUIDTEXT

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Synthesis

Key Insights

Insights were drawn from these transcriptions. These insights were clubbed, clustered and combined to find answers to each question

Key insights were drawn after prioritising and synthesising all the insights

FIG 2.03 STRUCTURING USING TOOL : MICROSOFT EXCEL

DESIGN FOR BETTER DECISIONS

Principles

Strategic Brief

The insights lead to the formation of guiding principles for the experience

Strategic brief was formulated guided by the principles

FIG 2.04 KEY SYNTHESIS USING TOOL : MIRO

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Insights from Interviews

The preceeding spread explains the process followed to make sense of the unstructued data from interviews the guide the strategic brief.

‘Insights from Interviews’ deep dives into the the process of preparing an exhaustive list of insights to a deriving a key insight against a question.

From the list of 5 questions, 1 has been described in detail while the process remained the same for the rest of them. The rest 4 were omitted intentionally to remove redundancy of information.

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RESPONSE INSIGHT

QUESTION

WHAT SHOULD BE COMMUNICATED ABOUT AED?

DESIGN FOR BETTER DECISIONS

“Products like Qure have understood the user and gamified the consumption of data personalised to the user. This helps simplify decision-making.”

- Srikanth Velamakanni (Co-founder)

AED gamifies the consumption of data and simplifies decision making

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1. Exhaustive list

2. Clubbing insights into groups

Exhaustive list of insights was prepared from the answers given by the interviewees.

Insights were clustered based on similarities and an anchor insight was assigned to each group.

FIG 2.05 EXHAUSTIVE LIST OF INSIGHTS

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FIG 2.06 GROUPS OF INSIGHTS WITH ANCHOR INSIGHTS

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3. Classification into ‘What’ and ‘How’

4. Finding the best combination

The anchor insights communicated the uniqueness of AED. However, their nature were different.

Hence, they were classified into HOWs and WHATs.

Through a number of Permutations and Combinations, the combination which seemed unique and addressed the uniqueness of AED in the most promising way was chosen.

HOW is AED a unique way of problem solving?

HOW

ANSWER =

WHAT makes AED a unique way of problem solving?

X WHAT

FIG 2.07 CLASSIFICATION OF ANCHOR INSIGHTS

DESIGN FOR BETTER DECISIONS

AED simplifies decision-making in real-time.

FIG 2.08 BEST SUITABLE COMBINATION OF ANCHOR INSIGHTS = ANSWER TO THE RESEARCH QUESTION

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Key Insights Deriving insights, drawing connections and combinations

AED simplifies decision-making in real-time.

It should invoke the consumer within MANAN PAHWA • NATIONAL INSTITUTE OF DESIGN

WH AT SH OULD BE CO M M UN ICAT E D A BO U T A E D?

The decisions are taken by humans in realtime. With engineering, we connect most of the data sources in real time and connect that to the point of decision.

AED keeps the user at the centre of the solution. It presents the data in a gamified manner making it easy for the user to take an informed decision.

WH AT CO N T EXT OF T H E USER M U S T IT R E LA TE TO ?

It should invoke the consumer within They are driving effective customer experience, and they want to stay ahead of the curve.

“They should take a decision as they take as consumers, as opposed to their day-to-day job.”

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Playful and personalised

Reinforce confidence and trust Create enterprise impact DESIGN FOR BETTER DECISIONS

H OW SH O ULD IT BE COMMUNICA TE D?

The two-day retreat is completely packed for the CAB members. They are not looking for another tiring experience. The experience should be fun.

It should be sensorial and engaging. The experience should be personalised.

WH AT SH OULD BE T H E FEELING THA T CO M E S A CR O S S ?

At a reflective level, the experience should be able to reinforce confidence & trust in the audience that we’ve chosen the right

At a visceral level, it should entice the audience to experience it.

After the experience, the audience should be happy and should feel going back to it.

WH AT IS T H E AUDIEN CE EXPE CTIN G?

They want to know something that creates enterprise impact.

What business value does AED bring to them?

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Principles Using insights to form guiding principles

AED Value

Quality of Experience

AED Experience Audience’s Need

FIG 2.09 DESIGN PRINCIPLES VENN DIAGRAM

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What AED value do we want to communicate

What is the quality of that experience?

through the experience?

Simplifies better decision making in real time.

DESIGN FOR BETTER DECISIONS

What matters to people we’re creating this experience for?

Playful & Invoke the personalized consumer within.

It’s not meant to be instructional, very information heavy. it’s not meant to propose a solution - it just an attempt to create a moment of playfulness, excitement, intrigue.

They always looking for new ways to connect, new meaningful ways to serve - to engage their consumers So this experience should inspire some possibilities in their mind.

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Strategic Brief The guiding principles merged together into a strategic brief

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To design an experience of making better decisions as a consumer in a simple, playful and personalised way, in real time.

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INTRODUCTION OPPORTUNITY STRATEGY

3.

DISCOVER DEFINE EMPAHISE SYNTHESIZE

This section helps understand the discovery of various decision-making scenarios in consumers’ daily lives through a co-creation workshop, brainstorming sprints, user-feedback sessions and interactions with data scientists, engineers and behaviour architects.

3.1 Process Overview 3.2 Co-ideation workshop 3.3 Blue Sky thinking & Idea Cards 3.4 Experience Idea 3.5 Collaborator feedback

3.6 Redefined Brief

Process Overview Answer the strategic brief and ideate. Preliminary ideas will be taken ahead for concept development

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INTENT

METHODOLOGY

Understand User-decisions today and with AED spin

Directions to Preliminary Ideas for Final experience

Sorting, combining, detailing and refining ideas further

Presenting to Marketing team (Collaborator)

Co-ideation Workshop

Blue Sky Thinking

Ideation

Collaborator presentation

OUTCOME

Directions

Idea Cards for each direction

Set of 6 ideas

1

DESIGN FOR BETTER DECISIONS

Collaborator feedback

1

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Co-Ideation Workshop​

The co-ideation workshop was a 2-hour long guided session where the participants were exposed to the research and the intent of the project & co-ideate for the true-AED experience.

The participants were consciously chosen so they represent a diverse set of capabilities which would truly make an AED team. The names and designations can be seen under the image. Participants Group of 9 consumers with backgrounds from A-E-D (Data-Scientist - NLP and Structured, Data Engineer, Behavioural Architect, Design Researcher, Interaction Designer) The co-ideation workshop was facilitated by Manan Pahwa along with Kautuk Trivedi - a (then) senior Design Researcher at Fractal.

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MODE Since the workshop took place in April and during the initial phase of lockdown due to COVID, it was conducted online.

TOOL Video conferencing products had not leaped much towards providing a suitable way to host online workshops - neither interactive boards and meeting rooms accessible to everyone, we adapted with MS Teams & MIRO for facilitating the workshop.

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The context was set by introducing the team with the with the intent of the workshop, showcasing AED Strategy with appropriate applications (Amazon Go grocery store), about CAB and a few examples from the Experience Design Precedent study (how UNESCO tried to bring awareness about data reliability within politicians & Converse’s playful campaign to market their Canvas shoes).

This helped the participants to familiarise and orient towards the goal of this workshop and largely, the project.

FIG 3.01 CO-IDEATION WORKSHOP FACILITATED ONLINE

Team picture after the workshop - includes chronologically from top left to bottom right Neel Koradia (Interaction Designer), Vikash (Data Engineer) , Anushka Ashok (Behavioural Architect), Ashu Agrawal (Data Scientist - NLP), Aniket Koyande (senior Data Scientist - Image Capability), Vineet Nandkishore (Consultant) , Manan Pahwa (Design Intern), Shreya Chakravatry & Kautuk Trivedi (both - Senior Design Researcher and Strategist)

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DECISION SCENARIOS

After familiarising, the users were asked to think of two different decisions they take as a consumer on a day-to-day basis. These decisions could range in their impact delta on the consumer’s life from smallest decision to what colour of clothes to wear today or what to order next to biggest decisions like where to get married or which insurance policy to pick. The activity was capped with a 5 minute timeline.

FIG 3.02 DECISION SCENARIOS BY EACH PARTICIPANT

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SORTING

Each participant were capped with 2 decisions each to think of. These were informally grouped together by Kautuk into 4 decisions - Preplanning groceries, deciding the best movie platform according to genres, planning the next dive trip and choosing the next best Mutual Fund.

FIG.3.03 PICKED 4 DECISION SCENARIOS

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DEEP DIVE ( GROUP DISCUSSION)

This was followed by a healthy 15-minute deepdive on each idea where the team co-ideated to express an awesome experience of making these decisions.

As facilitators, we ensured a high engagement rate from each participant by nudging and probing each participant from time to time.

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Some probes included : “ How could we imagine an AED way of creating an experience to help someone making this decision?

If we take this decision today, what is an amazing way of taking that experience tomorrow? Engaging, playful, personalised?”

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FIG 3.04 DEEP-DIVE INTO 4 DECISION SCENARIOS. SCREENGRAB FROM THE MIRO BOARD AFTER THE DISCUSSION OF 4 DIFFERENT DIRECTIONS.

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Blue Sky Thinking

Blue sky thinking approach was deployed to generate multiple ideas for the 4 explored directions to concepts.

Blue sky thinking refers to brainstorming with no limits.With this approach to idea generation, ideas don’t need to be grounded in reality. Rather, blue sky thinking sessions are open to all creative ideas regardless of practical constraints. I use the term interchangeably with Lateral thinking which has been studied vastly by Edward De Bono.

The allure of blue sky thinking is based on the premise that creating ideas and looking at themcan help createmore ideas. An idea may come up with an execution that is nearly impossible given practical constraints, but that ideamay inspire another idea that may inspire another idea and so on. Eventually, through this process, the goal is to stumble on some thoroughly feasible and innovative ideas.

FIG 3.05 ALL IDEAS CLASSIFIED UNDER EACH SCENARIO

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1. What to buy next?

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2. Choose streaming platform

3. Niche Experience

4. Best investment

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IDEA CARDS

Outcomes of this process was multiple idea cards against each direction explored in the workshop.

No. of cards generated against each direction have been indicated by dots. Against each decision, there were several directions explored indicated by ( 1.x / 2.x / 3.x / 4.x ) To keep the narrative crisp and the document length short, Idea Cards related to only Decision 2 (indicated by blue) - Choosing streaming platform have been put in the next 3 spreads.

The rest of the ideas can be accessed from the designer.

FIG 3.06 SUB-DIRECTIONS UNDER EACH EXPERIENCE

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1. What to buy next?

2. Choose streaming platform

3. Niche Experience

4. Best investment

1. WHAT TO BUY NEXT WEEK

2 CHOOSE STREAMING PLATFORM

3. NICHE EXPERIENCE

4. BEST INVESTMENT

1.1 Use gamification to get a sense of nutritional balance - to preplan groceries. Food suggestions based on nutrition

2.1 Content wallet to choose subscription platform

3.1 Compare different locations : Give a sense of mood through NLP from blogs, journals, articles

4.1 When you know the future goal

1.2. Digital closet : You choose a dish - refrigerator that tells you what's available.

2.2. Capturing interests by quotes to choose the next movie

3.2 Places x Mood states x Price tags

4.2 When the goal is unknown

1.3. Jars directly order through an e-wallet. Reminder to reorder just next to the storage (refrigerator)

2.3. Capturing interests by a mixture of favourite characters help you decide what movie to watch next

3.3 Mood to Experience

1.4. It pops up recommendations based on existing food items available.

2.4. Visual map from your data, you could play around to decide which movie to watch next!

1.5. Projecting / engaging visuals / data while planning

2.5. Capturing time-data and offering movie recommendations -> movie to watch for what mood.

Movies as moodboards.

Direction Category

2.6. Architecting discovery based on moods

Idea card

Fig. Exploring sub-directions DESIGN FOR BETTER DECISIONS

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2. Choose streaming platform

2.1.1

WATER COLUMN

Content wallet to choose subscription platform

2.1.2

BEAKER FULL OF YOU

Content wallet to choose subscription platform

2.2.1

QUOTIFY MOVIE

Abstract Landscape interactive light installation by @adrienmclaireb at Instagram

#artechouseABQ #xyzt #artechouse #albuquerque #newmexico #abqart #adrienmclaireb

Capturing interests by quotes to choose the movie next

Select 5 movies and water will fill in the column (representing streaming platforms) to explain quantity signifying the best platform for streaming

You have a cup full of water and you pour it in different beakers (representing different genres).

Now, this becomes your sample of what sort of a person you are -> the answer is the platform you should subscribe to / what genres I might like!

Input the quotes by speaking them aloud, a large screen collates it in front of you and builds a visual map ( full of elements like object, actor, movies ) of the next movie recommendations.

FIG 3.07 IDEA CARDS (CHOOSING STREAMING PLATFORM) 1 OF 3

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2.4.1

HISTORY > PRESENT

2.5.1

PERSONAL MOVIE PLANNER

ARCHITECTING DISCOVERY THROUGH Data and not by choice

Visual map from your data, you could play around to decide which movie to watch next

Previous streaming data available on your screen - what you watched / which characters did you watch the most et cetera. You play around with a few parameters and choose the next movie.

DESIGN FOR BETTER DECISIONS

What is the schedule tomorrow? Basically capturing data and giving suggestions to movie -> movie to watch for what mood. Movies as moodboards.

2.5.2

SMART JEWELLERY

Access to data - access to calendar

ARCHITECTING DISCOVERY THROUGH Data and not by choice

mood-board - "should I commit to a series or a movie - how do you feel right now?" - what time are planning to sleep - do you have meetings tomorrow - "Are you hungry? Do you have popcorn? - mood based

What is the schedule tomorrow? Basically capturing data and giving suggestions to movie -> movie to watch for what mood. Movies as moodboards.

Recommendations from personal data analysis on a screen. Based on what your schedule looks like tomorrow, how did you feel today.

mood-board - should I commit to a series or a movie - how do you feel right now? - what time are planning to sleep - do you have meetings tomorrow - Are you hungry? Do you have popcorn? - mood based

Jewellery in your neck understands your mood and suggests movies. It tries to make sense of unstructured SOCIAL CHATTER and gives recommendations.

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2.6.1.1

Ten Textures Wall

2.6.1.2

Ten chairs

2.6.1.4

DIRECT EMOTION

10 objects - random scenario - touch reveals your identity

10 objects are kept front of you with different textures (dark, white, greasy, soft). The ones you choose and how you choose (chronology) are your unique sample. These samples are converted into genres and become a metaphor for moviea

Which chair do you sit next on?

The chair is connected to a movie and matched by feel.

You put 5 emoticons in a box and you shake it, the walls turn into a screen and it tells you which movie you should watch

FIG 3.08 IDEA CARDS (CHOOSING STREAMING PLATFORM) 2 OF 3

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2.6.1.8

MOVIE SOFTBOARD

2.6.1.9

DATA PORTRAIT

2.6.1.10

ARCADE CLUB GAME

Perler beads allow you to make fun designs by melting these tiny colored Instagram

objects together, but why arrange them by hand when you can have a machine do it for you? That's the idea behind this hack by YouTuber knezult11, where a non-working delta 3D printer is heavily modified to

Students will forever surprise us! - By @sstxrobotics - Ping pong balls diffuse

Like most one-year-olds, CodeParade's son really likes pushing buttons.

dispense beads instead of filament. The setup uses a Python program to

Rather than purchasing a so-called busy board that might teach him skills

analyze any image and select between the machine's array of 64 bead

like unlocking doors or plugging in electrical outlets, he decided to build his

Instagram

light so nicely. Huge success today as this student tested the layout of his

Instagram

colors for pixels, while control of the system itself is accomplished with the

own custom device controlled by an Arduino Uno. The resulting box

#sstxpingpongclock for the first time. - - - - #diyelectronics #ledstrips #led

help of two Arduino boards. Perlers are fed using tubes and mechanical

features a wide variety of lights, buttons and switches, and makes sounds to

#pingpong #arduinoprojects #arduino #microcontrollers #pingpongballs idea credit: thomasj152's on instructables

actuators, creating beautiful sprites without the tedium of placing every single bead. Once done "printing," the machine's heated bed fuses the result together rather than the typical ironing method.

[I will choose movie][pet I have] [do you take an Uber v/s have a car] and then put my hand inside a box, the block will answer a takeaway post-it coupon [try this]- a movie recommendation,

DESIGN FOR BETTER DECISIONS

Make a portrait using stamps - what you think of yourself by scanning those stamps the screen will convert it into your identity and give matching movie recommendations

keep the little guy entertained. In the center, a big green button activates an analog voltmeter, which not only looks cool, but actually indicates the battery level of the toy. 🎛🎛 youtube.com/codeparade

Some parameters on the arcade interface convert it to movies

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2.6.1.12

PINCH-ME TEXTILE

2.6.1.13

MOVIE CHURNER

2.6.1.14

DATA DELICIOUS

【AR 擴增實境 by ECAL】 瑞⼠頂尖設計學府 #ECAL 九⽉駕臨 #HKDI ，教授3天 ⾏政課程〜 導師 #MarcDubois (www.fragment.in) #PaulineSaglio (www.sagl.io) 課程詳情: https://goo.gl/yCQd3Q 查詢熱線: 3928 2777 #AR #augmentedreality #擴增實境 #executivecourse @ecal_ch Instagram

3 chances of choosing an elements. 1 Protagonist, 1 Plot, 1 support role. Pinch and hold. The ones near it will stay the others will drop off from the fabric

Insert a block [character/ elements] into a churner > put it on a screen and churn > The screen will display names of movie in splashes of liquid, the closest ones are the next to watch, recommendations

Make your own recipe, make your own dish -> Scan the dish and you'll get a token and that'll tell you about what you should eat next [maybe dessert / which place to visit / which genre of music to explore]

FIG 3.09 IDEA CARDS (CHOOSING STREAMING PLATFORM) 3 OF 3

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2.6.3

CHOOSE YOUR OWN ELEMENTS

Idea cards for the other 3 directions have been left out intentionally

Choose elements in movie (combination of character, events, no. of plot twists)-Combination of dog + lame antagonist + kidnapping (similar to buying home)

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Experience Ideas Directions A total of 6 ideas were presented to the sponsor : Marketing team at Fractal Each idea has been color coded next according to the directions they were initiated from.

1. What to buy next?

2. Choose streaming platform

3. Niche Experience

4. Best investment

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Ideas

1

Sense Explosion

2

Here’s your multi-sensory personalized itinerary 4

Deepfake Poster Your favourite movie, that is yet to be made

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Small steps, big impact!

3

Small savings today, big impact tomorrow!

5

Data Delicious On-the-go Nutrition Gyaan

Beaker full of you Personalised movie recommendations

6

Candy prescription After-meal delight

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1

Sense Explosion

2

Small steps, big impact!

3

Beaker full of you

FIG 3.10 EXPERIENCING NATURE THROUGH TOUCH IN A CAVE

FIG 3.11 INTERACTIVE PHYGITAL GAME

FIG 3.12 GLASSES REPRESENTING GENRES

You’re in the city for a couple of days and you have a few hours off - you’re typically bombarded by information from websites, acquaintances - and you don’t know what to listen to.

You never really paid attention to the small savings you make, a dollar here, a dollar there.. ..

Imagine.. ..

Being able to visualize your future evolve as you make everyday saving decisions.. ..

Avail a discount, buy larger quantities of staples, invest an additional 20 cents every week.

You’re suggested a new movie to watch everyday, by colleagues, twitter and your streaming services.. ..

Imagine.. ..

Getting the poster for a movie you would love watching, that is yet to be made.. ..

Based on the kind of characters you like, the color palettes you prefer, your favorite plots, theme music

Imagine.. .. walking into a tunnel which just guides you to interact with different textures, images/videos, sounds, (tastes/smells?) etc… ..

When you come out at the other ended you’re handed an itinerary for how you should spend you 2 hours of free time.

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4

Deepfake Poster

5

Data Delicious

6

Candy prescription

FIG 3.13 AI GENERATED POSTERS

FIG 3.14 PLATE OF FOOD BEING SCANNED

FIG 3.15 CANDY JAR DISPLAY

Tired of traditional ways of choosing the next movie to watch? ..

Imagine.. ..

A beaker full of water. Pour the water with right percentages into different genre of movies in represented by different glasses.

As you just made your plate for lunch at NY Office/CAB, you put your plate on the experience surface.. ..

It studies your plate and shows you nutritional and other data about your meal today, about the good decisions you’ve made.. ..

As you go through this, it also shows you what you might have for dinner, to complement your lunch.

You’ve just had an awesome meal at our New York Office/CAB and while you’re headed back, you see an unassuming Mint/Candy Dispenser with a large variety to offer.. ..

As you proceed to choose which one to pick, the dispenser calls you to interact with it.. .. as you interact with it, it understands your preferences and tastes to then dispense a mint/ candy you would love.

The table understands the mood you want to create and suggest you different movies nearest to the unique combination.

Meanwhile in the background we do some ‘pupillary index + eye-tracking + behavior science magic’ through a concealed camera and see how you engage with the visuals/stimuli

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COLLABORATOR FEEDBACK - MARKETING TEAM

1

Put yourself in the shoes of the target user better

2

Focus on a problem worth solving with an interesting Human + AI spin to it.

3

Design for Digital first use-case

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CHANGE IN BRIEF

Due to COVID, the focus of the project shifted from Eventcentric to Remoteexperience centric With new focus, second set of ideas will be designed for a remote setting due to COVID lockdown and chances of physically prototyping were low

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Redefined Brief

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To design an experience of making better decisions as a consumer in a simple, playful and personalised way, in real time remotely.

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4.1 Reflecting on the feedback 4.2 New approach to ideation 4.3 Decisions Listing, Sorting, Prioritising 4.4 Interesting Spins 4.5 Concepts

4.6 Shifting Chapters 4.7 Decision Matrix 4.8 Concept Brief

OPPORTUNITY STRATEGY DISCOVER

4.

DEFINE EMPATHISE SYNTHESIZE DESIGN

This section consists of reflection on collaborator-feedback, defining further of the ideas worth taking ahead to be developed as solution experiences.

Reflecting INITIAL APPROACH

The focus in the initial approach was on designing an experience to simplify decision making for consumers a playful, personalised way in real time.

NEW APPROACH

3 new key steps in the new approach were to re-write brief to design for digital-first use-case, understanding the user better by putting into their shoes and shortening the feedback loop to focus on a problem worth solving with an interesting Human + AI spin to it.

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Inculcate client feedback to re-ideate

Reflecting on the process

Re-write brief

Defining new approach

Redefined brief

New approach to ideation process

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INTENT

Understand Userdecisions today and with AED spin

Directions to Preliminary Ideas to be experienced at CAB

Sorting, combining, detaiing and refining ideas further

Presenting to the collaborator : Marketing team

METHODOLOGY

Co-ideation Workshop

Blue Sky Thinking

Ideation

Collaborator presentation

OUTCOME

Directions

Idea Cards for each direction

Set of 6 ideas

Collaborator feedback

Understand Userdecisions today and with AED spin

Find decisions worth taking ahead for building concepts

Directions to Preliminary Ideas to be experienced at CAB remotely

Testing assumptions on problems worth solving

Developing ideas for problem worth solving

Presenting to the collaborator : Marketing team

Put into their shoes

1. Sorting 2. Prioritising

Human- AI Spins to decisions

User feedback

Refining ideas

Presentation to collaborator & client

Decisions they are in a dire need to take in a new way

9 decisions worth building experiences for

Potential ideas for 9 decisions

4 promising directions worth for concept development

Set of 4 Ideas

Feedback

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New approach to ideation An easier way to understand the new approach to ideation would be to linearise it (only for the sake of it, however it should be noted that the process is iterative and non-linear).

• • • • •

Defining and emphasizing on the target group Decisions user takes in their daily lives Sorting the decisions Prioritising certain decisions Interesting spin (AI + Human) to personalise in real time • Imagine playful way to input, interact and experience.

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Srikanth Velamakanni, Group Chief Executive Fractal

Potential User

PLAYFUL

INTERESTING SPIN

DECISION prescription

Playful way to input, interact, experience.

suggestion

REFLECTION take away, reflection

prediction

Personalisation, in real time

Simplify decision-making

machine learning

FEEDBACK

FIG 4.01 NEW APPROACH TO IDEATION

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Decisions This stage involved empathising with the user to understand the kind of decisions would they take everyday using brainwriting as a tool.

FIG 4.02 OUTCOME OF 15-MIN BRAINSWRITING SESSION ‘DECISIONS THE TARGET CONSUMER IS LIKELY TO TAKE’

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SORTING

The decisions (post-its) were mapped o matrix. There were several parameters the axes (listed down).

SORTING 1

Rich database or not

2 Make this decision with ease or not The decisions (post-its) were mapped on a 2*2 prioritisation The decisions (post-its) were mapped on a 2*2 prioritisation SORTING 3 Broad problem or thin parameters decided to slice be used as matrix. There were several matrix. There were several the axes (listed down). parameters decided to be used 4 Already solved or not as the axes (listed down).

1 Rich database or not We chose Desirability (dying for a new way) & Feasibility Richly tagged dataset availability as our final X-axis represented Desir2 parameters.

MakeThe this decision with ease or ability and Y-axis represented Feasibility. The image below gives a detailed explanation.

3

5

not

6

Broad problem or thin slice 7

4

Already solved or not

5

Data depe

6

Rich data a available

7

Dying for a decision / decision to

Data dependent or not We chose Desirability (dying for a new way) & Feasibility R availability asor our final parameters.

The X-axis represented Rich data available sparse data represented Feasibility. The image below gives a detailed available Dying for a better way to take this decision / okay with how I take this decision today

We chose Desirability (dying for a new way) & Feasibility Richly tagged dataset availability as our final parameters. The X-axis represented Desirability and Y-axis represented Feasibility. The image below gives a detailed explanation.

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The matrix externalised the space we wanted to explore. We sorted through the multiple decisions based on Desirability - decisions which the user was dying to take in a new way and Feasibility - domains with availability of rich datasets to train the algorithm on.

Decisions in domains with availability of rich datasets.

For eg. Next movie recommendation datasets are richly tagged and available.

User okay with the way they take these decisions today.

For eg. Which mobile phone to buy next?

CHOSEN DECISIONS

Scale of desirability

Users dying for a new way to take this decision and with availability of rich datasets to train on.

User dying for a new way to take this decision.

For eg. News article I should not miss (unavailability of time)

Decisions in domains with availability of rich datasets.

For eg. Right birthday gift datasets are scarcely available

Scale of data availability

FIG 4.03 2*2 MATRIX TO SORT DECISIONS

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PRIORITISATION

At the next step, we arranged the decisions based on the impact delta / margin for error in prediction scale. The decisions with ‘Low impact delta / high margin for error possible’ were prioritised.

We wanted to prioritise decisions based on the

‘Element of Play’ they could offer.

For eg. Choosing the next movie to watch has a Low impact delta on a user’s life v/s Choosing the next best policy.

FIG 4.04 PRIORITISED SPECTRUM OF DECISIONS

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FIG 4.05 9 PRIORITISED ‘DECISIONS’ IN NO CHRONOLOGICAL ORDER

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Interesting spin The prioritised decisions with interesting spins (harnessing the power of AI+Human Intelligence) to the get decisions with spins.

For eg.

INTERESTING SPIN

We layered the prioritised decisions with interesting spins (harnessing the power of AED) to the way decisions are taken today . For eg.

DECISION TODAY

DECISION WITH SPIN

Interesting spin

FIG 4.06 INTERESTING (AI+HUMAN) SPIN TO DECISIONS

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Similarly, interesting spins were layered to each of the 9 prioritised decisions.

Feedback Unlike the initial approach, this time the feedback was taken at a preliminary idea stage directly from a Fractal representing CAB member (potential client). Potential ideas were shortlisted and developed ahead.

FIG 4.07 INTERESTING SPINS APPLIED TO ALL 9 DECISIONS

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Ideas 2.0

4 decisions with interesting spins were taken ahead and concepts were developed to be presented to the marketing team.

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DESIGN FOR BETTER DECISIONS

Movie recommendation based on your context

What you Whatififyou youcould couldfind finda amovie moviethat thatgives gives just you need fromfrom a break? youwhat just what you need a break?

Curated music playlist to end your day right

What Whatififyou youcould couldget geta asequenced sequencedplaylist playlistof music to accompany you you through ending your of music to accompany through ending your day, the way you would want to? day, the way you would want to?

Burst your filter bubble, in a good way.

What Whatififyou youcould couldbe beexposed exposedtotoperspectives perspectives onwhat whatyou youcare care about, from outside your on about, from outside your filter filter bubble? bubble?

Intelligent Journalling of COVID experience

What write/speak Whatififthe theway wayhow howyou youfeel feelasasyou you write/ could captured by expressive typography, speakbecould be captured by expressive related imagery, quotes, data-visualizations typography, related imagery, quotes, datavisualizations etc. etc.

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Movie recommendation based on your context

What if you could find a movie that gives you just what you need from a break?

Curated music playlist to end your day right

What if you could get a sequenced playlist of music to accompany you through ending your day, the way you would want to?

Your break-time is too precious to gamble away on just watching-pattern based movie Burst your filter bubble, recommendations.

“I want to bond with my daughter”

What if you could be exposed to perspectives on what you care about, from outside your filter bubble?

in a good way.

What if you could find a movie that Intelligent Journalling of gives you just what you need from a break? COVID experience

What were you doing just now / alone or with someone / what are you planning on doing after?

Colours preferences What if the way how you feel as you write/speak could be captured by expressive typography, related imagery, quotes, data-visualizations etc.

FIG 4.08 VENN DIAGRAM OF CONTEXTUAL CLUES CONSIDERED BY AI BEFORE RECOMMENDING

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Curated music playlist to end your day right

What if you could get a sequenced playlist of music to accompany you through ending your day, the way you would want to?

Burst your filter bubble, in a good way.

What if you could be exposed to perspectives on what you care about, from outside your filter bubble?

Every day plays out differently, Inspired

and you need a reset at the end Intelligent Journalling of the day…

COVID experience

What if you could get a carefully curated and sequenced playlist of music to accompany you through ending your day, the way you would want to ?

“Today I had a regular start to the day”

Reflective

What if the way how you feel as you write/speak “Just want to go to sleep wanting to look could be capturedEnergetic by expressive typography, forward to tomorrow” related imagery, quotes, data-visualizations etc.

“Now I feel like it was kind of a blah day”

Start of the day

End of work day

End of the day

FIG 4.09 TRAJECTORY OF EMOTIONAL STATES THROUGHOUT THE WORKDAY AND RECOMMENDED JOURNIES BY AI

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day, the way you would want to?

Burst your filter bubble, in a good way.

What if you could be exposed to perspectives on what you care about, from outside your filter bubble?

Intelligent Journalling of COVID experience

What if the way how you feel as you write/speak could be captured by expressive typography, related imagery, quotes, data-visualizations etc.

Algorithms, unknowingly create bubbles of knowledge around you (filter bubbles) and exceedingly create a lopsided view about a topic.

What if once in a while, you could be exposed to perspectives on what you care about, from a different bubble ?

FIG 4.10 FILTER BUBBLE A USER IN INDIA IS LIKELY TO END UP IN WHILE SEARCHING NEWS ON ‘COVID’

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bubble?

Intelligent Journalling of COVID experience

What if the way how you feel as you write/speak could be captured by expressive typography, related imagery, quotes, data-visualizations etc.

Here’s an attempt at creating a diary entry of the future.

What if the way how you feel as you write/speak could be expressed instantly by expressive typography, related imagery, quotes, datavisualizations et cetera ?

FIG 4.11 IMAGES PULLED NEXT TO THE IDENTIFIED KEYWORDS IDENTIFIED IN THE DIARY ENTRY

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END OF INTERNSHIP

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The chance of hosting CAB event in a physical setting seemed narrow. Hence, the project was dropped by Fractal after the intership period ended (3rd July, 2020)

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A new approach Along with the guide and sponsor, a mutual decision was taken to take the project forward with the intention of exploring a tangible experience.

The design decisions ahead would be taken by me based on my sensibilities with the eye to actually develop an endto-end proposed outcome.

Throughout the process that lies ahead, the sponsor promised to support me with their constant feedback.

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Shifting Chapters (Cancellation of event & Post Sponsorship) 1

2

With Sponsor

Constant feedback from the marketing team and CXOs (target audience) who were CAB members.

Availability of an AED team : AI, Data Science and Engineering professionals as collaborators

Post-Sponsor

Due to remote location and easier access to young professionals, changed the target audience while the brief remained the same.

No collaborative counterparts - focus shifted from following an AED process towards a designled approacch informed by AI and Engineering expertise.

New Target Audience = Young professionals

Design-lead approach informed by Data Science and Data Engineering

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3

DESIGN FOR BETTER DECISIONS

4

Goal was to get Fractal’s clients excited about gaining their trust towards problem-solving with AED.

With sponsorship, the idea was to build a grandeur-like experience.

A conversation piece that will not only make our end-user excited, but a provocation of getting the AI-Engineering collaborators to be excited - that’d be a win.

Will limited resources, instead of boiling the ocean, solve for a small need-case. Feasibility of reality kicked in and focusing on desirability of the intervention became the qualifying approach.

Provoke developers to be excited to develop the solution

Develop something in the backyard with limited resources

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Decision Matrix During an internal discussion, the direction 'Movie recommendation based on your context' was chosen based on analysis of key parameters; identified criteria like Need for dependency on domain understanding, user-relevancy, skills required.

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Decision Matrix

The experience of making better decisions as a consumer in a playful, personalised manner in real time

S,No,

1

Key Criterias

More knowns

Rate

Weightage Why

Ideas

Max unknown lowest rating?

Alien domain

0.2 2

How much does it allow me to exercise my skills?

At the face of it

Data + Materials & Physical experience

Movie recommendation

Curated Music Sequence

Burst the Filter Bubble

Intelligent Journaling

3

2

1

3

Clear, relatable & fun. Need to validate with a lot of movie buffs. Let's treat movie data as materials.

In how many different ways humans deal with the same mood? Music buff that too diverse / music therapist / CN. High-human variability needs a deeper understanding of Behavioural Science & Cognitive Neurosciences/

Many unknowns, but could easily be identitfied once narrowed down to what bubble and for what decisions?

Have figured out the persona for the assistant too! + with sentiment analysis + some creative tech can build something cool.

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the experiential space is small, big AI element to it

More of interaction design usecase

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multi-sensorial experience 0.3 3

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Most exciting for me

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How relevant is this experience (Should be today for TA? taken a poll) Sample = 25

Is this a conversation worth having with a user?

It simplifies decision making in real time

How badly are they looking for a better way to take this decision?

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Sounds cool. It is speculative and possible in the future

It somewhat happens today with playlists, it is just not streamlined

I enjoy addressing and critically examining the controversies in the real world scenario

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Simplifies decision making?

Yes! In real time? Yes! I also depend on what my friends suggest, I barely have time to decide by my own, so I go by recommendations

its intuitive in most cases, you could manually shift between playlists

Depends on what decision are you making? Finding a parallel to find inspiration from? or finding a conflicting opinion?

Can find a companion of your own!

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FIG 4.12 DECISION MATRIX CREATED TO AID CHOOSING OF CONCEPT TO BE TAKEN AHEAD FOR IDEATION

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Concept Brief During an internal discussion, the direction 'Movie recommendation based on your context' was chosen.

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To design an experience that recommends a movie for young professionals, based on their context and what they would want to get out of this experience.

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STRATEGY DISCOVER DEFINE

5.

EMPATHISE SYNTHESIZE DESIGN

Targeted-research driven process to understand the existing solution landscape in the market and uncovering user needs to uncover hidden opportunities for intervention.

Market Research The problem 5.1 Existing solution landscape 5.2 Competitor Analysis Gap

User Research 5.3 Discussion guide Framework 5.4 User Profiles

Market Research THE PROBLEM

ODP ( On demand platforms) or OTT (over-the-top)users have an issue about what to watch?

The narrative is same everywhere across different industries.

Movie recommendations are content centric as opposed to being truly user-centric.

Let’s look at certain examples in the industry via competitor analysis within the movierecommendation platforms as well as across content recommendaiton industries.

Predictability is dependent on person (previous data collected) instead of person and context.

The recommmendation engines consider data as the ultimate truth - if the user hadan action marathon last weekend, they might want to watch something mindless like Money Heist. Hence, it doesn’t make sense to push more action-based content always. Here, the context isn’t accounted for and hence, millions of users are looking for better ways of taking decisions.

The algorithm intelligence with qualitative human insights can be used to make a leap frog jump from the current scenario. There is also a gap to reimagine the interaction between the user and the digital experience.

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Existing solution landscape

Enlisted are the existing movie-recommendation platforms including several streaming platforms, OTT platforms which provide recommendation services in one form or another. This exercise helped in understanding the existing solution landscape so to not build a redundant solution.

FIG. 5.01 EXISTING SOLUTION LANDSCAPE STUDY SUGGESTS ONLY TASTOID, FEELM, FLICKSEEKER ARE THE ONES WHICH RECOMMEND CONTENT BASED ON MOOD.

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Platform

Personalised recommendations

Choose based Nuanced search features on Moods beyond genre

Netflix

Yes

No

Rotten Tomatoes

No

No

Hotstar

Yes

No

Aggregates ratings from Critics as well as viewers with Tomatometer

Movielens

Yes

No

Build Custom Taste Profile, Browse movies by community-applied tags, or apply your own tags.

Flixster

No

No

Collates Critics Score from Rotten Tomatoes

IMDb

No

No

IMDb rating

Criticker

Yes

No

Taste Compatibility Index

Tastoid

Yes

Yes

Search by plot & other parameters

Cinnetri

No

No

Interconnected movies. Search a new movie as an inspiration behind another.

Jinni

Yes

No

Taste-based discovery

Mubi

No

No

Feelm

No

Yes

‘Feelings’as genres

Flickseeker

No

Yes

Mood tags

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Competitor Analysis

FIG. 5.02 FLICKSEEKER - DISCOVER MOVIES BY FEELING

Flickseeker has developed a way for everyone to easily assign tags to movies, describing how they felt about it after watching it.

Which means it now becomes easy for everyone to search and discover movies that are exactly what they are looking for: Action-packed, Heist, Thoughprovoking, or so much more - depending on the mood of the moment.13

FIG. 5.04 FEELM - FILMS FOR THE WAY YOU FEEL

FIG. 5.03 TASTOID - MOVIE AND TV RECOMMENDATIONS BASED ON YOUR MOOD

Tailored recommendations taking into account the whole spectrum of user’s preferences. The more they add and rate titles, the better they will get.

Explore titles,using descriptive search engine (e.g. “nostalgic coming-of-age movie teenagers 60s” ) and narrowing results with our comprehensive set of filters

FEELM is a human-powered film discovery platform run by a community of movie lovers.

Genres are out. Feelings are in.

It’s a new way of searching, and it goes beyond just “action” or “drama” or “comedy.” Because maybe, to be precise, you feel more like “The World Needs Justice” or “Jumping out of Your Seat” or today you spent way too many hours at a desk and you have a burning itch for “Going on a Wild Ride.”15

Social discovery by connecting and following movie buffs.14

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Brands trial with recommendation by mood

FIG. 5.05 NETFLIX’S CAMPAIGN - RECOMMEND MOVIE WITH AN EMOJI

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FIG. 5.06 PRIME VIDEO’S CAMPAIGN - MOVIE RECOMMENDATION FOR ANY MOOD

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“Spotify wants to suggest songs based on your emotions”

Spotify has patented technology that will allow it to analyse your voice and suggest songs based on your “emotional state, gender, age, or accent”with a Karaoke feature.

The current approach for discerning a user’s tastes is unsatisfactory, because it requires them “to tediously input answers to multiple queries” about their age, gender and favourite bands. Spotify16

FIG 5.07 THE FILING SHOWS HOW SPEECH RECOGNITION COULD BE USED TO INFLUENCE USER’S PLAYLISTS. SOURCE : US PATENT OFFICE

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GAPS

Current platforms are either all human-run recommendation systems by mood/feeling or personalised recommendation engines unable to recommend by mood.

While it is an exquisite gap to solve the problem, it also implies that it is difficult to solve this complex problem.

Tastoid also can only be searched via only 1 filter and not many.

GAP = Personalised Mood-based recommendations in context

Big brands are trying and combining personalised recommendation with mood-based recommendations at scale would be another feat in the world of data science and artificial intelligence. That’s where the gap lies and that’s what is aimed for.

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User Research DISCUSSION GUIDE To realise an effective usecase, the first step was to understand how users decide content in the present scenario.

FIG. 5.08 DISCUSSION GUIDE

DISCUSSION

7 young professionals were chosen to be interviewed in a semi-structured format. The discussion guide and conduct of interviews was devised in such a way uncover tacit factors and to minimise Hawthorne effect* which might lead to insights full of noise.

* The Hawthorne effect refers to a type of reactivity in which individuals modify an aspect of their behavior in response to their awareness of being observed17

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DISCUSSION GUIDE FRAMEWORK CONTENT WALLET & CHOICES FACTORS

DRIVERS OF FACTORS

SCENARIOS & DECISIONS CONSTRUCTION OF DECISIONS SETTING & OBJECTS PAIN - POINTS EXISTING SOLUTION LANDSCAPE DESIGN FOR BETTER DECISIONS

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C ONTE NT WAL LET & C HOICES

1

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What kind of content do the users watch?

What type of video content does the user consume?

What is the diversity of content a user consumes?

What are various parameters across which the content varies?

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FACTO RS

2

DESIGN FOR BETTER DECISIONS

What are the contextual factors behind certain decisions?

What is their intent of watching the movie / what are the users looking to achieve out of the break?

What are certain triggers that enable a user consciously / sub-consciously to construct a particular decisions?

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SC E NAR I OS & D EC I SI ON S

3

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What are the different scenarios in which users take decisions?

What are various scenarios in which users take decisions?

What is their situational context / who are they with / when do they watch content / how much cognitive resources do they want to dedicate to watch something?

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D R I V ERS O F FACTO RS

4

What are the drivers of certain factors in a decision-making journey?

What are various drivers of the factors important in influencing decision?

These drivers, if identified correctly will maximise the interventions’s impact.

Eg. If a viewer watched the sitcom ‘Friends’ (Decision) while eating an icecream (Factor), a plausible driver could be the sugar rush through eating ice-cream (driver) reminds him of a memory when he and his roomates used to watch the show everyday post dinner meal while savouring ice-cream. The moment got reinforced as a happy memory in his mind and whenever he’s eating the same ice-cream and feeling nostalgic, it reminds him of the show.

If it is possible for the recommendation system to recognize the user is eating ice-cream, then it could recommend sitcoms as a contextual recommendation.

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C ONSTR U C TION OF D EC I SI ON S

5

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How do viewers build a decision to watch certain content?

It is important to understand the decision-making process of choosing content to be able to signify potential touchpoints.

How do these factors affect the decision making process?

What is the multi-modality of these parameters?

How do they impact and influence each other?

If one parameter for choice changes, how does it impact the final choice of content?

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SET T IN G & OB JECT S

6

DESIGN FOR BETTER DECISIONS

What is the setting in which the decision scenarios emerge?

What is the setting in which viewers take decisions to watch something?

What are certain tangible objects present within those setting?

To understand what objects could be used as tangible interfaces, it is important to detect potential gateways of understanding behavioural cues of viewers (audio, video, facial expression detection, speech emotion recognition)?

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PAI N - POI N T S

7

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What problems do users face while choosing content?

What are the pain-points of viewers today when it comes to choosing content to watch ? Are they able to find content they want to watch?

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E XI STI NG SOLUT ION L AND S CAPE

8

DESIGN FOR BETTER DECISIONS

What are the existing decisionmaking aids available?

What are the existing aids that help them take a decision?

Recommendations from friends / OTT Platform / blogs et cetera that help the user construct a decision.

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USER PROFILES Nakul T R UE CIN EPHILE 29 | M U M BA I, INDIA S A LES OP ERATIO N MA NAG E R, G OOG LE

Nakul is a nitpicker and takes his task of choosing a video to watch with utmost seriousness. He waits for Emmy’s and Academy awards to announce winners and nominees for a particular year, he prepares 3-4-5 such lists & chooses from recurring recommendation across lists and then take a decision on what to watch. One of his recent happy choices include Fleabag which bagged crazy ratings and no. of awards.

On the other hand, he relies on “most highly rated / popular shows on streaming apps” recommended by subscribed podcasts and blogs he finds through surfing the web.

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FIG 5.09

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He’s decent to finding things online, usually doesn’t struggle.

He is critical of choosing platforms according to in intent of watching a video - for writing, he usually tunes into Youtube video essays that deconstruct scene / character / writing style in a movie / novel.

If he wants to kill time between meetings, he usually goes and check the channels he follows for something new.

FIG 5.10 TED RECOMMENDS

Best recommendations he loved so far is from ted.com.

TED Recommends helped him, as he says in personalised recommendations by asking about his interests with exciting tags to choose from such as ‘mindblowing’.

I’m always looking for escape - I’m a big fan of fiction - it absolutely gets me”

He usually draws an imaginative venn diagram to find a sweet spot of his and his wife’s choice. She loves fun Hindi movies and he loves well-written movies, they watched “Bareilly ki Barfi” which ticked both’s boxes and they enjoyed the retreat.

He mentions watching movies is a good way to spend time with friends and repeating this activity is effortful with everyone he’s watching with.

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Bhumica B I NG E WATCHER 22 | P U NE, INDIA DATA ANALY ST, URBA N C OM PAN Y

“I run multiple social media handles. It gives me access to different content almost distinct in nature helping me out of rabbit holes of similar content recommendations.”

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FIG 5.11

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A social person gets a lot of recommendations from her friends. She likes to take chances on those recommendations as she believes on the choices her friends make.

Bhumica feels when she is feeling low after performing below par, she would like to watch a documentary, educational and makes me feel my worth and empowers her.

However, in reality she resorts back to her safe watch-list like Friends.

She mentions that she has multiple Instagram handles she operates, and subscribes to different content almost distinct in nature.

One handle is her personal handle with content from her friends, with the other handle (acting as an alternate selfpersonality) she subscribes to News channels social media profiles like Economic Times.

This helps her in consuming alternate content with a single switch.

DESIGN FOR BETTER DECISIONS

She’s aware of content that will be appreciated by her family members, while being of similar interests - her weekend getaway with her family is the musicalromance movie “Jaane tu ya Jaane na” Her wish is to curate a movie list during conversations with her friends - and tag movies by feelings so she could rely on the list consciously whenever she’s feeling tested/ bogged down and resorts back to her safe watch-list. She feels this list would empower her in tough situations.

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Deepanshu M OV I E B UFF 23 | KAR N A L, INDIA E N G IN EER, CO GNIZA NT

Deepanshu is a die hard football fan, fascinated by space and interested in uncovering historical events. He usually enjoys content based on his interests like learning about Chernobyl or a historical event with Nazis or 9/11 or biopics and chewing on similar content recommendations that YouTube provides him.

Some decisions are made based on the successful previous encounters with certain actors and channels like UNILAD.

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“I like when an old video posted 5-10 year ago randomly appears on my suggestion lists”

FIG 5.12

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His genres expand when he finds connections within them. He discovered the YouTube channel ‘Sidemen’ while watching Fifa videos 6-7 years back and he’s been following the creator since then.

He says, “If I have half an hour to refresh and have a meal during high performance days, my preference would be go back to watching ‘The Office’ rather than spending time to choose what to watch. Who enjoys the combo of cold food and 10 minutes of scrolling?”

After a successful day of achieving his targets and successful performance, he usually hangs out with his friends and end the day with a feel-good / comedy / action movie to sitback and enjoy the mood.

When he’s feeling sad / frustrated, he doesn’t like searching for new content. In a negative affect state, he is unlikely to pick new content.

DESIGN FOR BETTER DECISIONS

While in college, he used to watch content everyday with his roommate even if he had nothard decided what tofan, Deepanshu is a die football watch by by himself, “I’d still watch it fascinated space and interested because I trust him and his choices, in uncovering historical events.

He and it’s thecontent same vicebased versa” on his usually enjoys

interests like learning about Chernobyl or a historical event with Nazis or 9/11 or biopics and chewing on similar content recommendations that YouTube provides However due to the habit of consuming him. content regularly, he feels like he should watch something, but barely finds something good and new.

“I want to watch however I just keep scrolling endlessly if I don’t find anything good.”

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Partha M YS TERY LO VER 24 | B ANGA LORE, INDIA ANI M ATOR, SA MSUNG RES E ARC H FIG 5.13

Partha is a dedicated mystery-lover.

He’s also a filmmaker so he enjoys a diverse styles and visual treatments of different directors.

His content wallet includes subtly nuanced socio-political commentary, movies with hidden meanings, mockumentaries and movies that break the 4th wall.

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I believe that spaces and phases influence the type of content I consume.

For example, at home he’s inclined towards positive, appreciative, feel-good content due to the difficult times COVID brought. While in college, he enjoyed horror movies with a bunch of his friends. During his classes at film school, he would watch critically acclaimed movies.

Once he watched a new trailer and it reminded him of a previously watched show “Paatal Lok’ which he loved watching. However, the new show could not break the bar he had set with Paatal Lok. Referring to this, he mentions that sometimes trailers could be misleading.

He recalls his successful recommendation from his Malayali friends called ‘Kumbhalangi Nights’ helped him discover a completely new genre of Malayali films. He watched two other films following that.

DESIGN FOR BETTER DECISIONS

“Some movies help you deal with emotions and understand concepts that change your outlook towards life completely.”

For example, at home he’s inclined towards positive, appreciative, feel-good content due to the difficult times COVID brought. While in college, he enjoyed horror movies with a bunch of his friends. During his classes at film school, he would watch critically acclaimed movies.

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Yash AS PI RATION SEEK ER 24 | M U M BA I, INDIA CO -F OU NDER, A NA RCH V E N T U RES

Several times, you would find Yash scrolling through Popcorn time and randomly picking something to watch.

He tends to consume a lot of white noise to balance his highly demanding cognitive decision making throughout the day.

By the end of day, he doesn’t have the capacity to watch something heavy, requiring emotional investment like GAME OF THRONES or SHERLOCK.

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FIG 5.14

“I try to keep a check on my filter bubbles of content by subscribing to social media profiles of trusted movie-critics” 162

INFOT AINME NT He recently watched a social-experiment docuseries ‘Daughters of Destiny’ recommended by his co-founder. This content type is usually his choice to fulfill his entertainment criteria while not losing out on insights he would need for work.

He’s a victim to preparing exhaustive lists from clickbaits on social media feed like “20 feel-good movies”, “5 must watch movies that you need to watch this weekend”.

He keeps a check on his filter bubbles of content by subscribing to social media profiles of trusted movie-critics.

While Yash is a self-aware person and carefully curates his watchlist, sometimes all he needs is a dose of slapstick comedy - that’s his library of shame.

DESIGN FOR BETTER DECISIONS

His choice of content depends upon whom he’s watching with and what he wants to achieve out of the time they spend together - an acquaintance who challenges him with thinking ability, he would watch a sci-fi thriller like Arrival to enjoy a discussion about the plotline.

On the other hand, if he’s with a friend who uplifts his mood - they would watch a Bollywood comedy/drama like Munnabhai to celebrate their time of brotherhood.

H I G H O N REL A T A B IL IT Y Setting within the movie is another factor that draws his attention. Yash works with art therapy and likes collaborating with people, hence content related to his professional aspirations like mental health and hospital scenes, crime mysteries, protagonists like forensic anthropologist resonates with him.

Lately, he has been drawn towards content which is high on relatability - production houses like Dice Media, Filter Copy produce content which is relatable to everyday aspects like cute love stories.

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Eemon M OV I E F R EA K 24 | D ELH I, INDIA I N D EP ENDENT ILLUSTRATOR

He is in awe of movies and explores movies, though he doesn’t consider himself a movie buff. He likes the art of film-making and holds a strong belief that films save our lives.

NID (his Alma Mater) Filmclub made him realise how big the world is and expand his genres.

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FIG 5.15

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His content wallet includes films from different OTT platforms like Netflix, Amazon Prime, to easter eggs on YouTube.

He is fond of consuming content in alignment to the cause he supports. In the process of understanding the struggles of LGBTQ movement, he watched ‘Portrait of a lady on Fire’ a movie based on a queer romantic/drama story in 1770s France.

Actors influence his ability to try something new.

He would watch new content with a blindfold since he’s fond of Pankaj Tripathi.

“Sometimes chucking your comfort zone can help you learn a lot and you want to do that again and again. Movies help you do that when you give them a chance.”

DESIGN FOR BETTER DECISIONS

Due to the unhealthy political climate in his country, he stays away from stressful content which alleviate the sense of hopelessness and helplessness. This is another reason why he enjoys good-spirited content.

He feels uneasy about not having control over our feed and timeline.

“The content is just pushed towards us and we don’t have any control over it.”

His all time favourite content is satisfying horse grooming videos, it makes him feel calm.

He enjoys watching movies with his parents especially due to the lockdown in force.

His FOMO of always being updated is another reason of content obesity.

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Sarath H U N G RY F OR NEW CO NT E N T 26 | HYD ERA BA D, INDIA F R EEL AN CE DESIGNER

He watches a lot of movies with his father, usually on every weekend.

His father is a movie-buff too and Sarath turns towards his father for constant recommendations.

The duo have exhausted the common recommendation lists and are looking for new ways to decide what to watch.

FIG 5.16

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DIVERSITY OF CONTENT

The music website / app from 8track had brilliant playlists, we could choose music based on our moods with tags like cool - calm - chill which move beyond the traditional music genres.

IMDb - the online database acts as an informative platform for him to know about the movie - its writer, ratings, backstory which leads him to find more connections to further his watchlist.

He also likes recommendations from his Alma Mater’s filmclub. His positive previous experiences have reinforced a feeling of trust with the filmclub.His list of trusted sources also include social media profiles like Gangs of Cinepur and Honest Trailer.

DESIGN FOR BETTER DECISIONS

“My playlist has songs from Jazz to Carnatic music - there is always a pre-dominant category that changes time-totime but it doesn’t mean I only listen to that - I’m constantly looking for new content” He wishes a chaotic Netflix screen to show him everything they can offer in a single screen. “I never knew Netflix had anime. Once I explored it, there’s no coming back from the realm of awesome content” He is a master at organising his collection of movies and has several filters to aid the process - decades, international / Indian, directors

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Transcription 6.1 Affinity Mapping Learnings 6.2 Factors 6.3 Anatomy of a decision 6.4 Decision Scenarios 6.5 Gaps & Opportunities 6.6 Persona 6.7 The Unmet Need 6.8 Secondary Research 6.9 Intervention 6.10 Final Use-case

DISCOVER DEFINE EMPATHISE

6.

SYNTHESIZE DESIGN DELIVER EPILOGUE

Synthesize all the learnings to arrive at a focused and narrow-enough Use-case for which an intervention could be developed.

The transcripts from the interviews were synthesized into factors, features and needs to be used for affinity mapping later.

From the affinity mapping, insights were arranged into a list of scenarios, list of factors, decision-making models, needs, and preliminary ideas.

FIG 6.01 TRANSCRIPTIONS FROM INTERVIEWS

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DESIGN FOR BETTER DECISIONS

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Affinity Mapping An affinity diagram is used to make sense and organise all the data collected during research.

LEARNINGS FROM THE MAP

• People do not want to waste time researching for entertainment, or by choosing the wrong one to consume.

• There is lack of go-to platforms to get recommendations connected to all the content platforms.

• There is a lack of personalisation in recommendations on the entertainment platforms.

• There is an overarching process to understand the mood. A few people explicitly understand it while a few people don’t.

• Mood is an important and integral factor in determining choice of material to consume

• Emotional needs arising for each scenario need to be dealt with differently.

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FIG 6.02. AFFINITY MAP CONSISTING OF THE MULTITUDE OF FACTORS INFLUENTIAL WHEN CHOOSING ENTERTAINMENT.

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Factors influencing decisions An affinity diagram is used to make sense and organise all the data collected during research.

FACTORS (MACRO-MEDIUM-MICRO) Contextual -

Time of the day, Activity performed before person watching along (friend, family, spouse, sibling) What phase of life how dedicatedly will the user watch activity after watching, what content has the user watched before, food, people around, space type (public, semi-public, private), recommendations (friends, pages, stories, communities)

Emotional How is the user feeling?

-

Fear Anger Sadness Disgust Happiness Surprised Bad

Aids & Triggers -

Reviews “Top 10 in the country” Social media clickbaits

Content -

-

Lead role, Writer / director, Director’s watchlist, Viewer’s personality similarity to a character, Fascinating spaces, Episode name, Common with character (situation, aspiration, personality) Level of understanding Visual treatment Close to reality

-

OTT platform recommendation Wikipedia Ratings (IMDb, Rotten Tomatoes)

-

FIG 6.03. LIST OF FACTORS IMPACTING USER’S DECISION TO WATCH SOMETHING

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Anatomy of a decision Decision-making model offers insights helpful to understand the construction of a decision by a user. It helped organise insights like scenarios, factors, drivers behind the decisions.

DECISION

I couldn’t choose what to watch

I couldn’t choose what to watch

SCENARIO

While I was with my spouse

At the end of the day, alone

At the end of the day, alone

Because there are higher chances that I would be blamed if the choice isn’t good.

No capacity to choose from multiple options

Because there is space for experimentation,

Fear of public embarrassment Judgement on choices Reflection on your identity

Cognitive fatigue

No judgement Most comfortable in their private space

FACTOR

DRIVER

I watched a new genre

FIG 6.04. DECISION-MAKING MODEL WHILE CHOOSING CONTENT TO WATCH

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Decision Scenarios Scenarios in which users are dying to find a new way to select content to watch

Scrolling for half an hour at the End of Day

Weekend

Feeling bad, hesitant to watch something new

Feeling sad

Decision scenarios Unable to articulate how I am feeling

With someone

While having a meal Choose through an exhaustive list of choices

When I want to learn something

FIG 6.05. DECISION SCENARIOS WHERE THERE IS A NEED TO INTERVENE

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Gaps and Opportunities 1

3

“ Can I better understand why I’m feeling unmotivated to choose content to watch? “

“ How can we understand why a person is feeling bad and help them watch something new? “

“ After scrolling for half an hour, and watching multiple trailers - I just can’t decide and just drop the idea of watching.. “

“ Can you help me chose what should I watch now from the exhaustive suggestion list from my friends?!! “

“ I don’t know how to choose on the basis of how I’m feeling - I’m unable to articulate or comprehend..”

4

2

“ I am unable to find content related to aspirations I have right now, so I can feel more content.. “

“ During times I want to watch something sage, I wish I knew what content did I watch to deal with this situation successfully the last time..”

“While I sit for having lunch/dinner, I usually rewatch old content like The Office. I have half an hour in my hand which I don’t want to spend on deciding what to watch. Can I find something without spending more than a minute to decide?”

“ How can we make people understand what they would like to learn and then suggest some relative content? “

5 “ When I watch something with my parents/sister/ spouse, it becomes difficult to find something which appeals to both of our interests “

“ Can you make me overcome the hesitation of watching something new? “

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A list of needs in user’s language were listed down.

These needs were assessed as gaps and opportunity areas for intervention.

The divisions were then sliced into specific and narrow enough use-cases to be able to solve within the limitations (mentioned in section COVID times - Page 18)

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Gap (1) was chosen as a usecase to intervene in.

The first filter to narrow down the choices was to understand which opportunities could be addressed dominantly with a design intervention vs Data Science intervention.

Secondly, Gap 1 was also a hunch in the moment or a personal bias. It seemed to provide a window of opportunity to dive deeper into human behaviour of Indecision due to Cognitive Overload and solve the problem with a phygital experience.

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Persona

A day in Somya’s life Somya is a 22 year old young professional living in Karnal, India. She works as a Business Analyst at McKinsey and Co.

She works throughout the day and takes a lot of decisions in that process. By the end of day, she feels drained and is looking to relax herself.

Somya works on different projects lasting about 12-16 weeks with different teams. She usually operates from 10 a.m. - 8 p.m.

She decides to watch a video on her TV and relax herself resting herself on the bed. She picks up the firestick and starts searching for something suitable to watch.

Since she’s been working from home, connecting with her friends is an important ritual for her.

Even after scrolling for around 30 minutes and watching 2-3 trailers, she’s unable to find something that’ll make good use of her time.

She gives up and starts scrolling her social media feeds which doesn’t make her reach the goal i.e. feel relaxed.

FIG 6.06.

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The unmet need What she watches at the end of the day becomes an important decision for her. She is looking to rejuvenate herself and feel relaxed by watching something.

The problem is that she wants to take that decisions (what to watch) since it is important.

FIG.6.07 AN EXAMPLE OF THE CURRENT OTT PLATFORM SUBSCRIPTION. THE GALLERY OF TILES IS TOO DAUNTING AND EFFORTFUL TO HUNT & SORT THROUGH.

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But she is unable to do so because her cognitive resources have depleted, and the experience (of choosing something) doesn’t help her either. The gallery of tiles is too daunting and effortful to hunt & sort through.

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person takes ~20 minutes to just decide ‘What to Watch’

Is this a real problem ?

An average person takes ~20 minutes to just decide ‘W

According to Ericsson ConsumerLab TV & Media 2017 Study, “ 1 in 8 consumers believed they will get lost in the vast amount of available content in the future.

With increasing On-Demand viewing during the pandemic, this problem has been observed to expand.

FIG 6.08, 6.09, 6.10, 6.11 DIFFERENT ARTICLES INDICATING THE GROWING PAIN BEHIND INCREASE IN CHOOSING TIME

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The crowd on social media doesn’t seem to be happy about it either There’s a rising discontenment with the content discovery across platforms

FIG 6.12 SCREENGRABS FROM USER’S DISCONTENTMENT ABOUT NETFLIX’S CHOOSING TIME ON TWITTER

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Does scrolling on social media really relax the brain?

With lockdown in place and no real idea when it’ll be over, many of the humans have time to fill and a lot of them are filling that time by scrolling on social media.18 The study, found that there were high mental costs associated with grabbing phone for passive stimulation between other tasks. The results were based on the experiences of participating college undergraduates, who were all tasked with solving the same challenging set of word puzzles. Participants who took a phone break mid-task took 19% longer to complete the assigned task, and solved 22% fewer problems than other participants.19

FIG 6.13, 6.14 STUDIES SUGGESTING HOW SCROLLING DOESN’T RELAX MIND

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OUR INTERVENTION In the depleted state of Cognitive Resources, how might we help the user to be able to choose something to watch?

INTERVENTION In a depleted state of Cognitive resources, how might we help the user to be able to choose something to watch?

DESIRED ALLEVIATING EXPERIENCE

CHOOSING Rejuvenating

In a depleted state of cognitive resources by the End of Day USER

CURRENT EXPERIENCE

NOT CHOOSING

FIG 6.15 INTERVENTION IN THE CURRENT USER- JOURNEY

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Final use-case A final use-case was defined with a How Might We statement to start developing a solution for

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How might we help the user in a mentally exhausted state to be able to choose something to watch while alleviating indecision?

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Recap from Phase 1 to Phase 6 the Synthesis journey from initial inquiry to the final use-case has been depicted in this section

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1

Co-Ideation Workshop 3 / Discover Pg 90-91

2

Brainstroming Sprint 2 4 / Define Pg 118, 122

3

Decisionscenarios 6 / Synthesize Pg 180

Weekend

Scrolling for half an hour at the EOD Feeling bad, hesitant to watch something new

Feeling sad

Decision scenarios Unable to articulate how I am feeling

With someone

While having a meal Choose through an exhaustive list of choices

4

Final use-case 6 / Synthesize Pg 191

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When I want to learn something

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SYNTHESIS JOURNEY TO USE-CASE

At first, the workshop participants were asked what decisions they took as a consumer & 4 of those were taken ahead and explored in depth.

During the second ideation sprint, around 30-40 decisions were listed, out of which 9 were explored and 4 were turned into concepts.

Out of these 4, the “Which movie to watch next according to how I’m feeling?” was detailed out further into multiple decision-scenarios.

The multiple scenarios in which the user taken decisions, when they are tired at the end of day was found to be focused and narrow enough to develop a solution for.

Started here (First decision)

DECISION SCENARIOS FOR CONSUMER

Journey of synthesizing to reach the final use-case to intervene.

What is the best authentic food in a new city?

How do I keep up with the news articles I can’t miss

How do I create my post-COVID bucket list?

What do I gift my niece?

Which app is my phone missing?

How to smartly choose the next location for vacation?

Which book should I read next?

Which insurance policy impacts me the most?

How do I make a mindful choice of food from a nutrition perspective?

What is the metric that will blow my mind?

Which insurance policy impacts me the most?

Which podcast is the one that would blow my mind?

The diagram on the right depicts the synthesis journey.

FIG 6.16 JOURNEY OF CONVERGING FROM MULTIPLE DECISIONS TOWARDS THE USE-CASE

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How to choose the best mutual fund wrt to my short term risk appetite?

How do I pre-plan groceries while keeping a check on the stock I already have?

What music do I listen to to end my day right?

How to decide which OTT platform covers most genres I am interested in?

Which movie to watch next according to how I’m feeling?

while having a meal

while having a meal

While relaxing on a weekend afternoon

When I want to learn something new

when I’m with someone

How do I break my filter bubble of knowledge in a good way?

How do I spend a few hours in a new unknown city?

When I’m unable to articulate how I’m feeling

while having a meal

while choosing from an

How do I get to the bottom line on a current subject I’m fatigued by?

When I’m feeling sad

When I’m tired at the end of day (EOD)

exhaustive list of choices

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Glossary Cognition : The mental action or process of acquiring knowledge and understanding through thought, experience, and the senses.

Experience : Experience is the process through which conscious organisms perceive the world around them. Experiences shape memory and memory shapes perception.

Perception : The organization, identification, and interpretation of sensory information in order to represent and understand the presented information or environment.

Affect: Affect is the collective term for describing feeling states like emotions and moods.

Affective states may vary in several ways, including their duration, intensity, specificity, pleasantness, and level of arousal, and they have

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an important role to play in regulating cognition, behavior, and social interactions.

Feeling: In psychology, feeling is usually reserved for the conscious subjective experience of emotion.

Emotion: A conscious mental reaction (such as anger or fear) subjectively experienced as strong feeling usually directed toward a specific object and typically accompanied by physiological and behavioral changes in the body Mood In psychology, a mood is an affective state. In contrast to emotions or feelings, moods are less specific, less intense and less likely to be provoked or instantiated by a particular stimulus or event.

Moods are typically described as having either a positive or negative valence. In other words, people usually talk about being in a good mood or a bad mood.

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BOOKS & PAPERS TUNSTALL, ELIZABETH (DORI). “The QAME of Trans-Disciplinary

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Kumar, Vijay. 101 Design Methods: A Structured Approach for

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Adobe Illustrator Adobe Photoshop

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Adobe Premiere Pro Microsoft Word

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Blender Processing

Kahneman, Daniel. Thinking, Fast and Slow. Farrar, Straus and

Harshali Girish Paralikar / Products for provocation: evoking

Arduino

Giroux, 2013.

curiosity through intelligent objects

Google Drive google.com

GRADUATION & DIPLOMA PROJECTS

VISUAL DESIGN

wikipedia.com youtube.com

Akash Sheshadri / Circularity & Us

Medium.com googlefonts.com

Rahul Aggarwal / Portable power

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pangram pangram type foundry

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Image sources

Introduction

Section 1 / Opportunity

Fig 0.02 : www.nid.edu

Fig 1.01 : https://www.qlik.com/blog/advanced-analytics-will-

Fig 0.01, 0.03, 0.04, 0.07, 0.10, 0.11 : Manan Pahwa Fig 0.05 : www.fractal.ai Fig 0.06 : https://fractal.ai/our-values/ Fig 0.08 : https://fractal.ai/roadsafety/ Fig 0.09 : https://medium.com/@jasminteriors/the-t-shapedindividual-3b43e1a566f

need-to-look-different Fig 1.02 : https://dataengi.com/2019/09/10/who-is-a-dataengineer/ Fig 1.03 : Illustration by Erica Fasoli, https://xd.adobe.com/ ideas/career-tips/so-you-want-to-become-a-uxresearcher/

amazon-go-store-opens-door-locations-officelobbies-hospitals/ Fig 1.13 : https://www.twice.com/blog/are-amazon-go-storesputting-consumer-data-at-risk Fig 1.14, 1.15 : https://www.youtube.com/ watch?v=NrmMk1Myrxc

Fig 1.04 : Srikanth Velamakanni, Fractal Analytics

Fig 1.16 : https://www.pillpack.com/how-it-works

Fig 1.05 : Kautuk Trivedi, Fractal Analytics

Fig 1.17 : https://www.abc.net.au/news/2020-03-19/mixture-

Fig 1.06 : https://www.aimyths.org/ai-equals-shiny-humanoidrobots Fig 1.07 : https://www.eltnest.com/2016/05/ielts-essay-39commonly-asked-essay.html Fig 1.08 : https://www.manchestereveningnews.co.uk/ whats-on/shopping/best-time-shop-supermarketdiscounts-16904253 Fig 1.09 : https://www.retailcustomerexperience.com/blogs/ retailers-losing-billions-in-revenue-due-to-long-lines/ Fig 1.10 : Google image search - Card payment Fig 1.11 : https://www.theverge.com/2016/12/5/13842592/ amazon-go-new-cashier-less-convenience-store

MANAN PAHWA • NATIONAL INSTITUTE OF DESIGN

Fig 1.12 : https://www.geekwire.com/2018/new-compact-

of-medicines-in-a-drawer---generic/12071372?nw=0 Fig 1.18 : http://gestaltdesign.com/pillpackproduct Fig 1.19 : https://fractal.ai/cab/ Fig 1.20, 1.21, 1.22 : Marketing team, Fractal Analytics Fig 1.23, 1.24 : Manan Pahwa Fig 1.25 : https://domesticstreamers.com/projects/designdoes/ Fig 1.26 : https://uxplanet.org/sketchnotes-a-productive-wayto-make-notes-f8b35f70d590 Fig 1.27 : https://www.metropolismag.com/architecture/ google-milan-technology-neurology-installation/ pic/54932/

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Fig 1.28 : https://www.dezeen.com/2019/04/10/google-milan-

Section 2 / Strategy

Section 3 / Discover

Fig 2.01 - 2.09 : Manan Pahwa

Fig 3.01 - 3.09 : Manan Pahwa

design-week-a-space-for-being-installation-

Fig 3.10 : Google Search - Tactile experience

neuroaesthetic-design/

Fig 3.11 : Google Search - Interactive physical board game

Fig 1.29 : https://vimeo.com/411540083

Fig 3.12 : Google Search - Differently shaped glasses

Fig 1.30 : Manan Pahwa

Fig 3.13 : Google Search - AI Movie posters

Fig 1.31, 1.32 : https://sagmeisterwalsh.com/work/all/beauty/

Fig 3.14 : Google Search - Food Scanner

Fig 1.33 : https://domesticstreamers.com/projects/the-time-

Fig 3.15 : Google Search - Candy Jars

machine/ Fig 1.34, 1.35, 1.36, 1.37 : https://www.adriensegal.com/ Fig 1.38 : Manan Pahwa

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Section 4 / Define

Section 5 / Empathise

Section 6 / Empathise

Fig 4.01 - 4.12 : Manan Pahwa

Fig 5.01 : Manan Pahwa

Fig 6.01, 6.02, 6.03, 6.04, 6.05 : Manan Pahwa

Fig 5.02 : https://flickseeker.com/

Fig 6.06 : Somya Uppal

Fig 5.03 : https://www.tastoid.com/

Fig 6.07 : Netflix

Fig 5.04 : https://feelm.com/about

Fig 6.08 : https://www.bustle.com/articles/187899-we-spend-

Fig 5.05, 5.06 : Twitter

19-minutes-scrolling-netflix-before-deciding-what-to-watch-

Fig 5.07 : https://www.bbc.com/news/entertainment-

on-average-it-actually

arts-55839655

Fig 6.09 : https://medium.com/8px-magazine/netflix-and-the-

Fig 5.08 : Manan Pahwa

constant-struggle-of-making-choices-dfbd6f240d64

Fig 5.09 : Nakul Makharia

Fig 6.10 : https://www.indiewire.com/2016/07/netflix-decide-

Fig 5.10 : https://www.ted.com/recommends

watch-studies-1201708634/

Fig 5.11 : Bhumica Kumar

Fig 6.11 : https://lovin.ie/entertainment/tv-movies/heres-how-

Fig 5.12 : Deepanshu Raghuvanshi

long-we-spend-looking-for-tv-shows-a-day

Fig 5.13 : Partha Mahanta

Fig 6.12 : Kautuk Trivedi

Fig 5.14 : Yash Makwana

Fig 6.13 : happiful.com/scrolling-impacts-mental-health

Fig 5.15 : Eemon Roy

Fig 6.14 : www.bustle.com/p/taking-a-break-by-looking-at-

Fig 5.16 : Sarath Chandra

social-media-doesnt-help-your-mind-reset-a-new-studysays-18682642 Fig 6.15 : Manan Pahwa

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Recap Fig 6.16 : Manan Pahwa

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Contributors People who endowed their love and support for this project and document to come alive Aashi Bhaiji Abhishek Gaur Abuzar Aiman Verma Amardeep Behl Amogh Jadhav Anand Nirmal Aniket Koyande Anil Patel Anushka Ashok Ashul Aggarwal Ayushi Bansal Ayushi Srivastava Bharati Bhumica Kumar Bourbon, Amy and Feni Dad Deepanshu Raghuvanshi Devansh Khajanchi Dhairya Wadhwa Divya Chadha Divya Parekh Eemon Roy

Garima Beniwal Gopal Singla Harshali Paralikar Ishita Verma Jayneel Shah Kamlesh Bhai Kapil Grover Kautuk Trivedi Kedar Mogarkar Kushagra Singh Lajpat Rai Chaudhary Lalitha Poluru Larry Camilo Lovneet Bhatt Madonna Thomas Manik Narula Mom Mudita Pasari Nainisha Dedhia Nakul Makharia Neel Koradia Niketa Pahwa Nirmal Dhillon

MANAN PAHWA • NATIONAL INSTITUTE OF DESIGN

Param Venkataraman Paramazeez K Paritosh Chaudhary Parth Ahuja Parth Dhonde Partha Mahanta Pawan Bansal Piyush Bhai Prabhuta Verma Prajjwal Chandra Prathamesh Patel Priya Sathiyam Rahul Agarwal Raj Pahwa Rajesh Verma Rayika Biswas Sachin Sachar Sahil Thappa Sangam H Sarath Chandra Sarath Nair Saurabh Kabra Saurabh Singh

Sharmila Shah Shefali Bohra Shivani Gupta Shreya Chakravarty Siddharth Kataria Sneha Srinivasan Somya Uppal Sunaina Desai Sweety Taur (guide) Tejal Sharan Tia Kansara Tim Holmes Uday Chaudhary Urja Jhaveri Usha Bansal Vikas Bansal Vikash Challa Vikram Kalidindi Vineet Nandkishore Vishakha Pahwa Vivek Sheth Yash Makwana

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Thank you everyone!

Dear reader, This is a WIP project and the beginning of the professional career. The aim is to see this or iteration of the solution in user’s hands and help them with better content decisions.

If you haven’t read Volume 2, I insist you to read it.

VOLUME 2 is an action map to answer the How Might We statement achieved at the end of VOLUME 1. It is a collective outcome including user-journey, phygital mockup and answers to the hypotheses while developing the solution.

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