Cross Media Interaction Design Spoorzone Delft Phase 2
driving towards a playful future...
Introduction This report gives an overview of the second phase of the Bachelor elective project Cross Media Interaction Design Team Tjoe Tjoe. The aim of this project is to design different media solutions for the Spoorzone Delft. During the second phase of this project we created our own design assignment. This design assignment consists of the main promise towards our main stalkholder Gemeente Delft. Secondly we translated this in a conceptual design which reflects the role of the users and stakeholder. The conceptual design reflects the role of the main stakeholders and a representation of the experiences people (primary and secondary users) may have when encountering or using your solution. Additionally, it also reflects the main functionality, a visual identity, your choice for a certain media combination, and contents for each of the media. 1.
Content Introduction 1. Design assignment Stakeholder and promise Users and user experience Possible media strategy Initial ideas for a CMiD solution Conceptual Design Targets and results user experience Visual representation user experience CMiD solution 2. 3. 5. 7. 9. 12. 27.
Design assignment Stakeholder and promise Main stakeholder: Municipality of Delft The main stakeholder for this project is Delft as a city and more specific, its municipality. To insure we do what s in their interest we have to map what these interests are. Concerns and Interests which apply to the project: Keep Delft a city where Residents, Tourist and Business have a mutual beneficial relationship. While doing necessary construction work strive to do it without putting a lot of stress on residents and business. Keep Delft attractive to visit. Make sure everybody has sufficient information on what is going on Be a city of history as well as inovation Promise: to stimulate a positive image of the Spoorzone construction area. The municipality divides its attention three-ways between residents, tourists and business. Each of these groups need their own approach but comes with unique possibilities. For this project, the most important group to take in account are the residents, because they are the most frequent visitors of the Spoorzone. To get a clear overview over what interests the municipality has, we have utilised the same division as they have and placed the relevant interests as you can see a the right. 2. How is that possible? We have noted during our research that some people find the construction site a nuisance, which is understandable. However, what surprised us were the number of people who were intrigued, interested and drawn to the site. If this is possible without anything special, just a construction site, imagine how something could seduce even more people. with a project like this we could make the average Delvenaar step over the rubble with a smile on his face.
Users and user experience Primary users The primary users of our CMiD solution are commuters and local resident who regularly pass by the Spoorzone are, but do not stop to look at the construction. They display no discernable interest in the project. These by passers include the elderly, parents, children, students, and professionals who work in Delft. An example of a primary user is Lily Rose. She studies at the De Willem de Kooning Academie at the hogeschool of Rotterdam. She starts her journey by biking from her home to the central station of Delft. There, she usually has to wait 5 minutes for the train to Rotterdam. Yet she never stops to look at the Spoorzone construction area. There is nothing there that sparks her attention. Because she has never had a connection with the Spoorzone area, there is also no impuls that stimulates her to visit the Spoorzone area. 3.
Secondary users Secondary users can be perceived as a target audience, but also as part of the experience we attempt to create. The secondary users consist of two groups the harde kern or frequent visitors of the Spoorzone area and the construction workers that are constructing the new Spoorzone. The first group, the harde kern, consists of senior citizens, parents and children who frequently visit the area. They make regular stops and observe the location. Some of the elderly citizens even make photographs of the construction area. Parents visit the Spoorzone area with their children who love to watch the construction area. Neither group is shy to make conversation with other by passers that show interest in the construction area. These engaged groups will be used as a launch pad. Through fun and engaging experiences, we will effectively employ these groups as they share their experience through media and word-of-mouth. Another group that is very much active in the Spoorzone area are the construction workers. The harde kern is not shy to make conversation with these employees either. And, if they are not too busy, the workers are happy to have a quick talk and explain what they are doing. User experience (UX) Our main objective is to attract the non-engaged group by creating a fun and unique experience in the Spoorzone area. We will attempt to make this experience engaging enough to stimulate participants to share it via various media. During this experience, participants will also learn of the new Spoorzone area. Stakeholders Map 4.
Possible media strategy Media stategy With our media strategy we want to create even more awareness of the project ( global attention). The strategy has to force our targets to participate in our cmid solution. The experience this strategy will create has to be interpreted on a positive and fun way. The strategy must follow a certain order First we want to trigger our targets attention, second we want our targets to get involved, third we want our targets to be engaged ( active) and fourth we want our targets to do it ( cooperate). The different steps require various media This strategy will lead to an overall intense experience. Idea 1. Create visual transparancy. Imagine big holes in de street ( optical illusions) where you can see the new railway underneath the concrete. This will draw the attention off the targets, they will be triggerd to gain more information about this project. The message is transparency, look what we are doing! Idea 2. Think of the message Delft, Creating History. Something has to be digged up whick resembles Delft it s history. A big crane should lift this object, and draw attention. This object has to be recognizable to the targets. 5.
Idea 3. My favorite construction worker. Think of a construction worker with a specific code on his jacket, people can somehow read this code, and then load this construction workers his profile. This way people can get some background of the people who are building this project. This will make the relation between the built and the target closer. Idea 5. Use different flyer methods. Think of the newspaper, train station, busses, trams etc. The flyer would show details of the build. Maybe a story can be told, it leads to something. The final flyer should be the final result of the built. Think of what we can do with all the bicycles in the area! Mayb evenhand out eardrums, of safety glasses which will protect you against all the noise/dirt. Idea 4. Bob de bouwer Learn people how to build! Think of some mobile game console which allows the user to build, construct some parts of the spoorzone project. Let him experience how a build should be done, in a general way of course. Maybe this should projected somewhere, so more people can participate 6.
Initial ideas for a CMiD solution To achieve our goal of attracting and involving residents and commuters with the Spoorzone, we have some early plans we would like to develop in the future. Coming back to the existing CMiD solution of the Dark Knight, we aim to use the core visitors and construction workers as a tool to stimulate interest about the transformation of the Spoorzone. As a result, our team imagined two special events: Bob the Builder -day and a sexy construction workers event. Word of mouth, paper media, television, social media and websites will be used to promote these events. Bob the builder During the length of a day, the Spoorzone could be transformed into the magical world of Bob the builder. All the heavy machinery will have friendly faces and the construction workers will work hand in hand with them. Some fun activities could also be planned during the day to entertain the visitors. This event could be promoted word to mouth in kindergarten and schools by mothers or children, even the schoolteachers. It will help increase the awareness of the families and residents. 7.
This could be done on a Saturday as the real construction workers are not working (even though we are not excluding the possibility of asking them to participate to the event). On top of that, the weekend is the most appropriate time to do this to attract a wider range and amount of potential visitors that have the day off. This event would most likely attract mostly students or young people and make a big uproar on social media (and maybe even national television). Sexy construction workers event Like our team concluded in the presentation of Phase 1, in a marketing point of view, sex sells. Therefore we were thinking of a sexy yet neat way of integrating this in the project. We came up with the idea of creating a special Sexy construction workers event during which sexy construction workers will be working on the Spoorzone for a while. These two events are evanescent happenings; still they will hopefully have a lot of media interest and attract many residents or commuters. They will also provide a positive experience of the construction area and stimulate the awareness on the project. To keep the core visitors entertained and facilitate the communication between them and all the other residents and commuters (in the idea of Delftenaren for Delftenaren ), we are thinking of placing meeting point all around the area where a special device would be found where pictures and comments could be placed. These features will afterwards also be available on the Internet. Fun activities could be organized such as Delft versions of Take me out or Boer zoekt vrouw. 8.
Conceptual Design Targets and results user experience User experience targets For the primary users we formulated the following user experience target: The CMiD solution sparks interest and invites passers to engage and interact with the envierment in order to create positive feelings towards the Spoorzone Area. The experience target for the secondary users is as follows: The CMiD solution is an entertaining platform for secondary users to interact and share positive experience about the Spoorzone Area. We divided the people we would like to take part in our CMiD solution in two different group. First we have the primary users consisting of commuters travelling around the construction area with no particular interest in the Spoorzone Area. The other group we focus at are the secondary users which can be subdivided into young families and senior citizens. The young families like to visit the Spoorzone Area weekly because the childeren like to look at the construction work. The senior citizens are mostly older man which likes to walk around the construction site, almost daily. Mostly because they make pictures of the area and like to talk to people which are interested in the project as well. 9.
Actors map Interaction vision Spoorzone Delft is visited by hundreds of commuters every day, grumpy and in a hurry in the morning, exhausted and languid in the evening. Using the area solely as a connection point in their commute and bothered by the nuisance created by the construction. Whilst they re probably failing to realize that they are the reason construction is necessary in the first place. Because this is an undesirable situation the focus of this project will be about lighting up the commuter s day, create affection or even affiliation with the area and inspire awareness about the project. If the commuter is aware if the constant changes in the Spoorzone and has a feel for where the project is heading he will become interested and involved. To trigger these emotions there will an inviting and approachable installation on site. This trigger will be interacting with the building site in addition to the bypassers and will inspire those people to see beyond the construction site and look into history and into the future. It will also refer to other forms of media which are integrated in the project. These other types of media will give a more in-depth experience but require a little action from the user. All of the interaction can be between media and person within a context but could include multiple people if the user feels persuaded so. Because these commuters are constantly on the move, the trigger should work swiftly and have a low threshold. Once he is seduced to an experience with the other media it could take a little more effort and time. The user will see the Spoorzone in a different light and build a relationship with it. Forgiveness for the nuisance and acceptance for the ever-changing nature of the area will be the returns. 10.
Key words interaction vision Fun- Enjoying something you felt too old to enjoy Interest - The feeling you get when you look at something and you re not quite sure how it works or why. 11. Knowledge-acquirering and sharing knowledge is of all the ages
Visual representation user experience In this chapater you will read about the visual representations of our user experiences. On the basis of three different personas we made a touch point matrix of the different media of our design solution and created storyboards in order to make it more visual. At the right picture a visual representation of the touch point matrix is given and shows the different routes and the meeting points of the different persona s of our storyboards. As a result of the representation of this we give an idea about the visual style of de different used media at the end of this chapter. Touchpoint matrix of different users 12.
Persona primary user The Student Lily Rose still lives at her parents house in Rijswijk. She studies at the De Willem de Kooning Academie at the hogeschool of Rotterdam. This means that every morning, except for the weekends, she has to get up at 6.30 am, get ready and leave her home at 7.15 am. She starts her journey by biking from her home to the central station of Delft. There, she usually has to wait 5 minutes for the train to Rotterdam. This train ride to Delft takes about 12 minutes, which makes her whole trip last approximately 30 minutes. In the tabel below a touch point matrix is show of the experience of Lily Rose when she comes in touch with the CMID solution of the Spoorzone Area 13.
Storyboard primary user The Student Once Lily Rose arrives in Delft, a construction area is immediately visible next to the tracks. They have been working here for quite a while. This reconstruction is the reason why they moved the busses to the other side of the station. Lily puts her bike away near the station (1). Once she comes at the station, she notices something is different. The entire area has been closed off for some reason. Must be part of the construction, she thinks. The image does not display the borders of the construction area. Instead, the spectator sees the construction area as it is in the future, when it is finished. There are even virtual people walking in the background and interacting with the virtual environment (3). Lily wants to try to see herself on the display as well. She rushes up and down the stairs and looks up at the screen. She can now see himself standing in front of the virtual projection of the future Spoorzone area. Awesome!, she thinks. The new area actually looks really nice! (1) (2) (3) (4) On the platform, she notices people are standing still on the station and looking at something (2). She suddenly realises that there is a massive display placed on top of the building next to the station. Something unusual is happening on-screen. The people standing on the other side of the station can see themselves standing there, but the background is different. 14. On posters in and around the central staion of Delft, a website is advertized (4). While waiting for her train to come, Lily Rose visits the site using her iphone and learns more about the plans for the Spoorzone area. She also downloads the special application from the site and plays with it until her train arrives. Thansk to the application she can actually see how the Spoorzone looked like and is going to be in a few years.
While moving her phone, the image of the area she is holding it fore moves with her and still display the past or future version of what she can see in real life (5). Lily gets a bit bored in the train and checks the online information site nu.nl (6). One article is refering to the discovery of an old wooden ship on the construction area. Curious of this strange annoucement, she decides to have a look at the area after her classes. Once back at Delft, the student goes to the construction site where a lot of interested people are gathered (7). (5) (6) (7) 15.
Primary User the Businessman This business man lives in Rotterdam and has been working in Delft for about 3 years. His name is Peter Vos and he is 34 years old. He works at the Hypotheker, and he parks his car underneath de viaduct. His company suffers from the construction site and sometimes he is irritated with all the noise and chaos which this project causes. On his way to work he gets in touch with the different media to get his interest in the Spoorzone Area which you can see in the touch point matrix here berow. 16.
The business man starts his day on 7 o clock in the morning. His alarm clock wakes him up and he takes a shower. During breakfast he reads the newspaper, and when he is done he jumps in the car (1). Like every day, a traffic jam is waiting for him, he patiently waits till it s over. He moves his arm, and the billboard man also moves his arm. A smile is born on his face. The interactive image on the billboard changes and a huge text is displayed: Be part of history, visit our website. The business man is clearly entertained but stays professional (4). (1) (2) (3) He arrives at Delft at 8 o clock and while he enters the spoorzone his eye quickly catches an billboard that is placed beside the road (2). It says: You are now part of history. The business man does not fully understand, I thought I was the future? He parks his car underneath the viaduct an walks to his office (3). Suddenly he sees himself on a huge screen that is placed above city hall Delft. Something is wrong, the surrounding looks weird. He has to go to work and walks to his office. During a short break he talks to one of his colleagues and they talk about the billboard (5). 17.
They conclude the billboard is real fun, but they don t fully understand the background (6). After this conservation they decide to look at the website. Now they see what the surrounding on the billboard represented, Delft in 1727. Fascinating. Every week the surrounding will change, taking a ride through history (7). At this lunch they meet other business people and they share their experiences with the construction area. They notice they have a lot in common. Next to other business man, construction workers are also present on this lunch. Overall it s a interesting lunch (8). (4) (5) (6) On the website more services are displayed. They see for example that a lunch is organized on the building site. They can order special meals with food that is in line with the year that is displayed on the billboard. The co-workers decide to go to this lunch. They decide to go back to work. After two hours the business man checks nu.nl, and he notices there is news from Delft. Nu.nl tells that an old wooden ship has been found on the construction area (9). After his work Peter walks to the place where the boat has been found. There is a big hole at the construction site but the treasure cannot be seen with the eye (10). 18.
A big poster gives information about this boat, it tells the business man it was used in the Delf ( the river that caused Delft to be so rich in the golden age). The business man goes home, but feels that he has learned something today. From now he is interested in the construction area. (8) (9) (7) (10) 19.
Secondary User the Photographer Jopie Peterink lived almost his entire live in Delft and likes to walk through the city centre of Delft every day. While he is having a walk he makes pictures of the city and especially of the Spoorzone Area. He follows the construction project and the changes around the area for his own record and during his walks he meets a lot of local and frequent visitors to talk about it. The touch point matrix you can find here below describes the road of Jopie Peterink. 20.
On Monday afternoon Jopie Peterink makes is usual round to make some pictures of the city centre. It is cold that day, but at least the sun is shining and the sky is clear and he made some great pictures at the Nieuwe Markt. Enjoying the pictures he already made, Jopie continue his walk and enters the Binnenwatersloot in order to walk up to the construction area (1). He notices a lot of people are gathering around the big screen near the construction area and sees it is a project of the same people standing in front of it. At first he didn t notices it, but when he look closer he sees it looks like an old city and he is standing in the middle of it. At the bottom of the screen he sees the text you are now part of history with a link to a certain website (2). (1) (2) (3) (4) During the weekend the construction workers do not work so Jopie wonders if any major changes occurred compared with last week. This weekend he read something about a new project around the construction area and he is eager to know what happened, because it was not really clear to him what happened. When he comes closer to the construction area, Jopie is surprised at the sight and the big covered fences which block the view of the area the construction workers are working at. 21. He takes some pictures of billboard and he will ask his son later take a look at the website, because he is not that acquainted with websites and all these kind of digital things. His son comes over for a nice cup of coffee and Jopie Peterink shows him the pictures of the new construction area. His son will show him the website and now he understands what happened at the screen (3).
The website explains it is an interactive billboard showing all different kinds of periods in time of Delft every week and that Monday it showed places of Delft in the 18th century. When Jopie looks back at his pictures he recognises some old buildings from Delft. When he reads further he sees the Gemeente Delft is looking for people which can contribute to help creating history of the Spoorzone Delft by sending texts or footage of the construction works. Jopie Peterink is very excited to see he can share all his pictures he made almost every day and wants to meet the people organising this project. After a few phone calls, Jopie is invited to show his pictures and he talks with the organisation how to use his footage. They are able to use his pictures and Jopie is glad he can share his work with many other people (4). At the website he also sees a new small restaurant has been worked and gives the people to share stories with eachother about the project. Jopie decides to go there and has a nice lunch with all the construction workers, but also with people who work or leave near the building site (5). After the lunch he reads in the Delftse Post today a new discovery has been made and will be anouced later that day (6). It has a big hapenning, but nobody know what will happen. Everybody starts talking with eachother about all the other discoveries and experiences that happened around Spoorzone Delft (7). 22. (5) (6) (7)
Actors map We created a actors map to visualise the roles and connections of different actors such as the stakeholder and the different users involved in the Spoorzone Delft project. 23.
Visual style For the final visual style, we got our inspiration from the artist JR and his black and white photographs. The contrast between the black and white pictures displayed on the streets and the environment itself is really striking. At the following pages you added the colleges we created for the different users and the final design. Collage of the primary user the businessman Collage of the primary user the student Collage of the secondary user the photographer 24.
Collage of the final visual style Color pallet of the visual style 25.
As a result, we developed the following visual style for a website, which can also be used for the iphone application and so on. With this impression, we wanted to reflect on the main design of the pages by creating a recognizable identity for our project and playing with the Delft logo, colors, pictures and writings. 26.
CMiD solution Our Promise We will turn the indifferent attitude of the user groups towards the Spoorzone construction project into positive feelings and interest through a fun experience on location FUNemathics If our promise had to be summarized into a single phrase, it would be FUN. But how will the city of Delft benefit from providing our primary and secondary users with fun? How will fun serve our promise? We will attempt to explain this through simple mathematics: FUN + commuters=turning commuters into tourists FUN + residents=word of mouth marketing FUN + tourists=more tourists FUN + professionals=more money FUN + construction workers=happy construction workers Our Goal Now that we have established that we want to create a fun experience and communicated how this serves out promise and thus the city of Delft, we asked ourself the following question: How can we transform this heavy construction area into a fun and engaging experience? We decided the area is more fun if it s an interesting place for you. We want people to get affinity with the construction sight. To combine fun, interest and affinity we came up with a solution. Think of an interactive history lesson that will take you to back too the roots of Delft, all the way to the new station. To make this journey we had several solutions in mind: Think of a augmented reallity billboard that shows you and your surounding 200 years in the past. This will trigger people s interest, following a website where you can download this abb for your phone. With your mobile phone it is now possible to see the future or the past with augmented reality. Think of a fake event that is organised by gemeente Delft. An old ship has been found, and it s an archilogical miracle! This will draw attention, and get people envolved with the project. 27.
Story Map In order to explain how we unfold our story over the various media platforms employed, we developed a new tool. We call it a Story Map. We divided our story into three chapters. The Future, The Present and The Past. These chapters are placed on a timeline. We then explain for each chapter how each medium provides an experience to the user and thus communicates that chapter of the total story. The experience provided by each medium changes for each chapter. The visual style changing accordingly on each medium. This keeps users engaged over the course of the whole experience and provides new content to share through word of mouth at the various meeting points we provide and through the website and social media. 28.
Visual presentation of interest of users CREATING HISTORY interest collect photographs fake event time launch website launch update future launch of the mobile app and the billboard 29.