711 | Methods of Contextual Research | Prof. Kwela Hermanns | Nábila Díaz, Rucha Virkar, Archana Mani Srinivasan and Oscar Liaw
01. 02. 03.
Table of Contents
04. 05. 06.
What is Ethnography?
Solution
About C | A | S
Conclusion Appendix References
To study the local culture of Comcast in Savannah, GA
Ethnographic research is a user-centric approach and a deep understanding of intent, context, people, and cultures. Based on these insights, ethnographic researchers frame concepts, solutions and offer a valid solution to the user. Ethnography research is directly related to stakeholders of each sector, it is a dynamic tool which provides the researcher with first-hand and untreated data. Thus, it widely connects to user and aids a concrete solution in form of a service/product.
01.
What is Ethnography ?
Our team
We as SCAD students of IDUS 711 Methods of Contextual Research, we were asked to employ ethnographic research methods to understand the chosen cultural group.
Oscar Liaw
MFA Service Design
NĂĄbila DĂaz
MFA Design Management
Rucha Virkar
MA Design Management
Archana Mani Srinivasan MA Industrial Design
Comcast Corporation is a global media and technology company with two primary businesses, Comcast Cable and NBCUniversal. Comcast Cable is one of the nation’s largest video, high-speed Internet and phone providers to residential customers under the XFINITY brand and provides these services to businesses. NBCUniversal operates news, entertainment, and the Internet has become a huge part of everyone’s life. It allows one to conduct their life and access the world around them without moving from a spot. From our research, for example, students use the Internet as a tool for their education, friends, and families use it to stay in touch with each other, pay bills, play games, shop, order food, and get world news. In a word, Internet has become a necessity, enabling the quality of one’s life and providing new ways to improve productivity and efficiency. This industry is constantly changing to accommodate the growing needs and Comcast Corporation is at the forefront of this evolution.
About
11
savannah
Despite Comcast’s success, it is received nationwide with hesitant acceptance. Was it the Internet and Cable Service or Customer Service? What other options do users have? Is there a future for Xfinity either through new technology or collaborations? The interesting history of Savannah and Comcast fueled the study further. Our research highlights ethnographic techniques to our area of study, i.e. Local Culture of Comcast in Savannah. It is used to pave a way and channel the connection between users and Comcast Corporation in the city of Savannah. In the end, our research showcases tools which break down in different problem persistent areas through the research conducted.
Comcast in Savannah
There is an opportunity to: Make the user’s lifestyle more efficient. How might we: Design a solution that connects the user to their direct surroundings and other communities and provides a customizable experience while retaining the access to help is needed. We propose: A device that is an amalgamation of a WiFi router and a future possible home automation system. Controlled by an APP, the user will be able to fully understand the device, connect with communities, have a fast and easy conversation with customer service, and be able to stream their favorite channels.
02.
Ten Solution Types of Innovation
“Inspired by a rich heritage, Comcast has the experience, creativity, and leadership to shape the future of media and technology.� -Comcast
03. Concept Solution
This device is branded as an entity of its own called C | A | S which stands for Comcast Action Service. It is designed so that the product and service can be considered as an asset within the Comcast Corporation umbrella.
Device Overview
Camera - 180 degrees for gestures recognition for the physically impaired
Constant Learning - Adapts to user speech patterns, vocabulary, and personal preferences Voice Control Voice Recognition
Hi-Fi Speaker - Produces 360 degree omni-directional audio to fill any room with impressive sound
Device Overview
Home automation - Works with devices such as lights, switches, thermostats, and more to control one’s home Wifi - Acts as a router and modem and hence provides higher quality and consistent Wifi APP - Application to set up, connect to other devices and controls CAS
Boosters - Works as a receiving end for C | A | S
Additional Features
Alarms
Timer
TV Streaming
Home Automation
Language Translator
Music
Calendar
Facts and Information
Daily News
The App connects with the user. The goal was to eliminate the “tedious� process of the customer journey. Something with a personalized element. C | A | S primarily builds a mutual relationship between the user and helps the user to better a journey.
App Overview
Customer and Device Care Loyalty Points - Customers gain points for every payment and game played while waiting which can be redeemed for a future bill. The Waiting Game - To connect people together, customers can play The Waiting Game with other local customers having issues while waiting for a customer service agent on the phone or service technician to come home. Customer and Device Care - To avoid long wait times and prevent the runaround, customers have the ability to schedule calls, service technician visits, and skype calls through the app. Customers can contact their customer service agent or service technician through the app in the form of email or text.
The Waiting Game
90 Loyalty Points
Additional Features
Syncing C | A | S can be directly synced with the C | A | S app which has all the privileges in favor of the user.
Paring C | A | S + App
+
Possible Partnerships Music: Pandora, TuneIn, Spotify, Google Play Music Smart home: WeMo, Philips Hue, SmartThings, Insteon, Nest, Ecobee, Wink, IFTTT, Honeywell Movies: Netflix, YouTube, Amazon Prime Instant Video, Hulu
Possible Partnership
Based on our research, people are seeking more customizability and packages pricing did not offer that. The customized monthly pricing provided by C | A | S will enable customers freedom of choice.
Pricing
C|A|S
$160
Booster
$60
Internet
Basic
Elite
Business
$54.99
$74.99
$94.99
Customers can subscribe to channel categories for $9.99 a month based on need or preference. For Great Performances like Emmys, Oscars, etc, customers can pay $4.99 to just watch the performance once. Additionally, they have the freedom to subscribe to featured channels like Cinemax, Starz, HBO for their appropriate price, thus giving back control to the customer. Channel categories:
Cable TV
Channel Basic
$9.99
Premium use (one channel)
$4.99
Entertainment Learn and Discover Health and Wellness Kids and Family Sports and outdoors News Great performances
CONCLUSION There is a high demand for an automated and customizable lifestyle. New services and products are constantly being redefined, providing users with more options and abilities to connect. The implementation of C | A | S will provide Comcast the edge it needs to remain on top uncontested.
04.
Conclusion Solution
How does the C | A | S app work?
05. Appendix Solution
Citations : Usa map dotted (Reference : Website) – Photo_1_Map https://www.google.com/search?q=usa+map+dotted&espv=2&tbm=isch&imgil=vKgPyWf7r2V6_M%253A%253BJdx IN0g8-Szd-M%253Bhttp%25253A%25252F%25252Fwww.shutterstock.com%25252Fpic-111285284%25252Fstock-vector-dotted-usa-map-on-white.ht ml&source=iu&pf=m&fir=vKgPyWf7r2V6_M%253A%252CJdxIN0g8-Szd-M%252C_&usg=__P__AFjrDacOQpJ6B5PSIsTuORVA%3D&biw=834&bih=639&dpr=2&ved=0ahUKEwiTiLeh_ sfSAhXE6CYKHYepD0gQyjcIJQ&ei=o4nAWNOqCcTRmwGH077ABA#imgrc=uQJxWajCXqU_PM: (Reference : Website) – Photo_2_ Savannah https://www.google.com/search?q=savannah+ga&espv=2&source=lnms&tbm=isch&sa=X&ved=0ahUKEwiCwLeSiMjSAhXE1CYKHdxHCsoQ_ AUICCgD&biw=1280&bih=682#imgrc=L9k9MZJ3AlGDzM: (Reference : Website) – Photo_3_Comcast image https://www.google.com/search?q=comcast&espv=2&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjKpJnK_sfSAhVMfiYKHT2BBOkQ_ AUICCgD&biw=834&bih=639#imgrc=NGub2XgXnEZK4M: (Reference : Website) – Quote http://corporate.comcast.com/ (Reference : Website) – Photo_3_ iphone mockup https://www.google.com/search?q=iphone+mockup&espv=2&source=lnms&tbm=isch&sa=X&sqi=2&ved=0ahUKEwiZr8XD_8fSAhUGTSYKHeJZBBUQ_ AUIBigB&biw=1280&bih=726#imgrc=o22aosgu6UUZpM: (Reference : Website) Icons https://thenounproject.com/ (Reference : Website)_Photo_4_iphonemockup https://www.google.com/search?q=iphone+mockup&espv=2&source=lnms&tbm=isch&sa=X&sqi=2&ved=0ahUKEwiZr8XD_8fSAhUGTSYKHeJZBBUQ_ AUIBigB&biw=1280&bih=726#q=iphone+mockup&tbm=isch&tbs=isz:lt,islt:2mp&*&imgrc=KqiD6JFbCj4zJM: https://www.google.com/search?q=iphone+mockup&espv=2&source=lnms&tbm=isch&sa=X&sqi=2&ved=0ahUKEwiZr8XD_8fSAhUGTSYKHeJZBBUQ_ AUIBigB&biw=1280&bih=726#q=iphone+mockup&tbm=isch&tbs=isz:lt,islt:2mp&*&imgdii=kR13jMA-yaLuDM:&imgrc=TN_YOL_Yr_iFxM: https://www.google.com/search?q=iphone+mockup&espv=2&source=lnms&tbm=isch&sa=X&sqi=2&ved=0ahUKEwiZr8XD_8fSAhUGTSYKHeJZBBUQ_ AUIBigB&biw=1280&bih=726#q=iphone+mockup&tbm=isch&tbs=isz:lt,islt:2mp&*&imgrc=AXiW9jn5b9nArM:
06.
References Solution
“ C | A | S is not a message, it’s an emotion ”