DESIGN RESEARCH
HUMAN EXPERIENCE STREAM
MASTER IN BUSINESS DESIGN
PROJECT LEADER: PIETRO TURI PROJECT ASSISTANT: GEORGIA SPANOU
NATALIA FORONDA VALERIA SANCHEZ PRATEEK BATRA
BUSINESS DESIGN QUESTION
UNDERSTAND PEOPLES NAVIGATION BEHAVIOR IN EVENTS THROUGH THE INTERACTION WITH DIFFERENT CHANNELS (APPLICATIONS, WEBPAGE, MAPS,WORD OF MOUTH, GUIDES)
OPPORTUNITY
SPACE TO BUILD A NAVIGATION SYSTEM FOR YOUNG PEOPLE Opportunity to link information between all the channels of Interni guides. To help customers navigate better and get the information that they want about places and events.
WHY?
H
RESEARCH TOOL
PERSONAL INTERVIEWS TO FIND... How people search for events & get information. Channels people use and prefer to know about events & places. How do people complement the different channels.
HOW?
TARGET
YOUNG PEOPLE WHO ARE TECHNOLOGY ORIENTED & INTERESTED IN DESIGN They are actively looking for information through many channels, they use many sources of technology and if they know about design, they are very likely to visit Salone Del Mobile & Fuori Salone.
17 PEOPLE 10 COUNTRIES
17 INTERVIEWS: 11 WOMEN 6 MEN
10 COUNTRIES FROM 24 TO 32 17 PEOPLE YEARS OLD
10 COUNTRIES TECHNOLOGY ORIENTED INTERESTED IN DESIGN
17 INTERVIEWS 11 HAVE BEEN TO FUORI SALONE
6 HAVEN’T BEEN TO FUORI SALONE
11 USE PRINTED GUIDES
6 DON’T USE PRINTED GUIDES
FACTS 9 DONT KNOW INTERNI GUIDE
4 KNOW THE INTERNI GUIDE AND HAVE USE IT 4 KNOW THE INTERNI GUIDE AND HAVEN’T USE IT
AFFINITY DIAGRAM
LIFESTYLE & BEHAVIORS
EVENTS & PREFERENCES
TOOLS USED FOR NAVIGATION
PERSONAS
INFORMATION TO NAVIGATE
OUTGOING & PEOPLE ORIENTED She uses every opportunity to talk and meet all types of people. Likes going to the places where everyone else is going, so she actively research for the most popular places where she can meet new people. She is always out, so she prefers to use her smartphone for everything.
THE PARTYGOER
BARBARA 28, STUDENT
“I’m young, single, and I like to go out with my friends. I like searching for fun things and places to go to, but I need to know reviews and who’s going before making a decision and inviting others.”
Loves and prefers to go to big, important and highly viewed events and navigates depending on reviews, paying attention to who has been and who is going to be present.
TOOLS USED FOR NAVIGATION
70%
30%
INFORMATION TO NAVIGATE Time & Date Reviews & Comments Participants Place Location &Transportation Price & Entrance Detailed Information
SEQUENCE OF BEHAVIOR
BEFORE Social Mag Browsing
DURING Google Trip Advisor General info Reviews
Social Media Check Pictures Find, invite people
Maps How to arrive
SHOW OFF PERSON & ALWAYS CONNECTED Is always up to the latests news and launches. He does a lot of research and knows everything on the places so he can show off what he knows and his lifestyle. Makes decisions based on who the designer is, the places that are “in” and well known.
THE TREND FOLLOWER
ANGELO
He is always waiting for new trends, events, places and prefers going to the famous ones.
26, STUDENT
TOOLS USED FOR NAVIGATION
50%
15%
20%
15%
INFORMATION TO NAVIGATE Time & Date Reviews & Comments Participants Place Location &Transportation Price & Entrance Detailed Information
SEQUENCE OF BEHAVIOR “I won’t go to a place if I don’t know who the designer and the host is. I want to know it all and dress my best always looking to impress.”
BEFORE News Find out about new events and trens
DURING Official Website Get detail data
Social Media Contect friends
ORIGINAL, UP-CLOSE & PERSONAL Likes to discover by herself and get lost in looking at things. She is searching to establish more personal relationships and conversations with people so she prefers personal approaches rather than big and commercial.
THE ALTERNATIVE
NAOMI 25, FREELANCE
“I’m an upcoming artist looking to get out there and meet other people like me. Im always looking to establish more personal relationships with the people I meet, and prefer quality over quantity.”
Oriented towards originality, and enjoys searching for it in unique, low-key, back end and secret undercover places. She always goes deeper so she asks for insiders and local peoples opinions and recommendations.
TOOLS USED FOR NAVIGATION
30%
40%
30%
INFORMATION TO NAVIGATE Time & Date Reviews & Comments Participants Place Location &Transportation Price & Entrance Detailed Information
SEQUENCE OF BEHAVIOR
BEFORE Specialized wesites Detail information
DURING Blogs Find people and events
Guides How to arrive & General data
PASSIVE THAT STAYS IN THE COMFORT ZONE Passive and follower who has few friends. Never tooks the initiative and doesn’t like to make plans so he is all about the others choices.
THE MAN OF HABITS
CARLO
Makes decisions based on what his friends say and the places he already knows. Prefers going to places that are near by and doesn’t do any research on where to go, so his friends just inform him via message or Facebook.
30, WORKER
“Generally, I attend to the events of my friends, I’m not so selective, they just tell me the plan and I go. We are following our habits most of the time, we always go to the same places which are near and I hope we don’t have to take any transportation"
TOOLS USED FOR NAVIGATION
50%
50%
INFORMATION TO NAVIGATE Time & Date Reviews & Comments Participants Place Location &Transportation Price & Entrance Detailed Information
SEQUENCE OF BEHAVIOR
BEFORE Social Media Find out about events
DURING Google Search for location
Social Media Contect friends
ORIGANIZER & DETAIL ORIENTED She is always the event organizer and gets the crowd involved. Needs to be informed about everything and enjoys doing research and googles everything. She keeps in touch and communication with everyone.
THE EVENT PLANNER
CARLA
She goes online and does a lot of research on where to go, she also uses other sources before going somewhere. Likes to know random details and to inform other people.
31, WORKER
“I’m a planner, organizer and like to get everyone involved. I spend a lot of time looking for places to go to and my friends are always asking me what’s the plan.”
TOOLS USED FOR NAVIGATION
40%
15%
35%
10%
INFORMATION TO NAVIGATE Time & Date Reviews & Comments Participants Place Location &Transportation Price & Entrance Detailed Information
SEQUENCE OF BEHAVIOR
BEFORE Google General and specific info NEWS
DURING Guide Official Have data about Website Confirm info all the events
Schedule Organize information
Social Media Share info
BUSINESS AND NETWORK ORIENTED He does research on the important people that will be at events and looks to know quantity, quality, prices and optimization.
THE ENTREPRENEUR
DANIELE
He looks for places where he can get something out of it from a business point of view. Makes decisions based on if the event will be worth his time and if hell be able to close a business deal.
28, WORKER
“Time is money! I’m always looking for new ideas and opportunities and how to make a business out of them. I want to establish a professional network with the people I meet.”
TOOLS USED FOR NAVIGATION
35%
50%
15%
INFORMATION TO NAVIGATE Time & Date Reviews & Comments Participants Place Location &Transportation Price & Entrance Detailed Information
SEQUENCE OF BEHAVIOR
BEFORE Google Official Website Search images and Search dates and data of pasts events times of new events. Make contact.
DURING Newspaper & Mags Search news about brands and events.
Social Media Make contacts, communicate. Find more info.
SPONTANEOUS & EMOTIONAL
TOOLS USED FOR NAVIGATION
All about the mood and feeling of the whole environment. She thinks that one picture says 1000 words, so she is looking for inspiration.
40%
60%
INFORMATION TO NAVIGATE
She prefers to explore the places, and make her own ideas of the event.
Time & Date Reviews & Comments Participants Place Location &Transportation Price & Entrance Detailed Information
THE EMOTIONAL
SOPHIA 26, STUDENT
“I never plan ahead. Im spontaneous and a do-er. Researching about where to go reduces spontaneity, so I just look around and if I stumble onto a place that looks interesting and I have time to go, I go.”
15%
SEQUENCE OF BEHAVIOR
BEFORE Magazines Find images of places and events
DURING Guide Move through the places
Social Media Share pics and find other people
1. 2.
PEOPLE USE DIFFERENT AND MIXED TOOLS TO GET INFORMATION AND NAVIGATE PEOPLE IS MOVING TOWARDS THE MOBILE INFORMATION
BUILD LINKS BETWEEN THE INFORMATION GIVEN TROUGH THE INTERNI CHANNELS
OUTCOMES & SUGGESTIONS
1. QR CODE Connect to the web app, and the app
can connect to the address of the concerned company or the event and fin out details.
2. HOW TO USE: Explanation of how to use info graphic in the first two pages of the guide.
PRINTED GUIDE