Monday, 14 April 2008
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Project: Phase 1 - Discover
Initial Idea:
We took a long time in coming up with ideas. The three of us were quite stumped as we approached this task from the wrong angle. First let me share our intial idea:
Product:
- Collectable Wine bottles for Art and Wine lovers
- Beautiful Impressionist paintings using the works of Claude Monet and Mary Cassatt
- Crafted beautifully on the interior of wine bottles
- To stir the senses; taste, scent and sight
Producer: Vina Ventisquero
- •A Chilean winery : One of the world’s leading wineries
- Chileno Range of Wine bottles: Designed with distinctive looks
- Well known for its innovative use of technology
- Aim: “Achieve excellence and always advance a step forward”
We thought it was a good idea as we approached this task by first thinking about the products and its users. Upon discussing it with Mr Reddy, we realized that there might not be a need for our product and more importantly, we realized that our approach was wrong. What we really should have done was first look at the needs of a targeted group, then think of a product to match their needs, instead of starting from the product without considering the needs first.
Therefore, we had to change our idea. We first picked a target segment: university gradates. We then thought of their needs and frustrations. Finally we thought of one need: need to catch up with current news but unable to due to lack of time. Hence, our new idea is as follows:
Producer: most likely a news provider company, such as CNA
Product: something to the likes of short and sweet newsflashes, using a medium that is accessible to all students
We then did a needs analysis on 9 of our potential users using the laddering technique. A summary of the findings are as follows:
- We surmised that the needs of students with regards to news are as follows: timeliness, convenience, speed of finding, and maximum control over the way (time, place, type etc) they consume their news.
- Timeliness involves being able to get real-time news immediately. With such advanced and evolving technology, this is expected of all news sources. Next, convenience pertains to ease of finding the news they want, while speed of finding refers to how fast they are able to find what they are seeking. As for maximum control over the way they consume news, this involves having access to the type of news they want, the news sources they prefer, the way news is presented to them, the place they prefer to catch up on the news, and the time at which they choose to do so. In addition, it also involves having control over the first three factors.
Conclusion of Phase 1: Needs Indentified!
•To improve the well being of students, and to make it easy for them to do something that is important to them, we want to cater to the needs of the students and provide them with a news source that allows them to be able to consume the news in their preferred way despite their busy schedule.
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