PROCESS
Business and Design
The project unites two broad goals: service design and interaction design. Innovative tools
such as service blue printing, customer journey, stage-gate processes, and user-centered
design were combined with standard business approaches such as Porter’s Five Forces
Analysis, and Blue Ocean Strategy. Approaches to design thinking (including combining
empathetic user research with traditional market research and business case
development) were also addressed.
Primary Research
Before narrowing the plan to a concrete project, we researched available technologies,
competitors, potential uses and users for DecodeIT. Using internet searches, informal
interviews, brainstorming, class readings, and literature inquiry, our team gathered a
multitude of resources.
User Research: Focus on Health Information
Thereafter, to understand the needs and aspirations of consumers for point-of-purchase
information, we conducted in-store interviews with retail managers and customers. From
our interviews we found that users would most likely want to use this technology for health
related objectives. A number of themes of user needs emerged, which we documented in
the form of five personas:
Based on this research, it was clear that point-of-purchase information has clear
applications in the realm of consumer health and safety. We decided that the initial
DecodeIT prototype will focus on three types of information. Allergies or intolerances to food
and medication, dietary advice, and product recalls.
Cross-platform, Simplistic Interactions
We interviewed about 6 technical and non technical users, and decided that we should
ensure that the applications designed for the phone should be cross-platform and employ
a “black box” strategy where the user has little to no knowledge of the workings, and simply
scans a bar code and receives information.
Business and Design
The project unites two broad goals: service design and interaction design. Innovative tools
such as service blue printing, customer journey, stage-gate processes, and user-centered
design were combined with standard business approaches such as Porter’s Five Forces
Analysis, and Blue Ocean Strategy. Approaches to design thinking (including combining
empathetic user research with traditional market research and business case
development) were also addressed.
Primary Research
Before narrowing the plan to a concrete project, we researched available technologies,
competitors, potential uses and users for DecodeIT. Using internet searches, informal
interviews, brainstorming, class readings, and literature inquiry, our team gathered a
multitude of resources.
User Research: Focus on Health Information
Thereafter, to understand the needs and aspirations of consumers for point-of-purchase
information, we conducted in-store interviews with retail managers and customers. From
our interviews we found that users would most likely want to use this technology for health
related objectives. A number of themes of user needs emerged, which we documented in
the form of five personas:
- "When it comes to my baby’s safety, there’s no such thing as too much information."
- "I am a calculator of total percentages of everyday intake.”
Based on this research, it was clear that point-of-purchase information has clear
applications in the realm of consumer health and safety. We decided that the initial
DecodeIT prototype will focus on three types of information. Allergies or intolerances to food
and medication, dietary advice, and product recalls.
Cross-platform, Simplistic Interactions
We interviewed about 6 technical and non technical users, and decided that we should
ensure that the applications designed for the phone should be cross-platform and employ
a “black box” strategy where the user has little to no knowledge of the workings, and simply
scans a bar code and receives information.
| / |
Professional Work
ACL Wireless
British Council
Ford Motors
ACL Wireless
British Council
Ford Motors
DecodeIT
Service Design for Delivering Product Information
at Point of Purchase
University of Michigan Ross School of Business
OVERVIEW
DecodeIT is a mobile service with an answer to the question: "What do you do
when you need product information at the point of purchase?" Using a cell
phone with integrated camera, users can click pictures of product bar codes,
and SMS them to the web server to receive detailed product information like
product reviews. The project unites service design and interaction design while
focusing on business case development using design thinking paradigm.
Service Design for Delivering Product Information
at Point of Purchase
University of Michigan Ross School of Business
OVERVIEW
DecodeIT is a mobile service with an answer to the question: "What do you do
when you need product information at the point of purchase?" Using a cell
phone with integrated camera, users can click pictures of product bar codes,
and SMS them to the web server to receive detailed product information like
product reviews. The project unites service design and interaction design while
focusing on business case development using design thinking paradigm.
RESULTS
We concluded that
DecodeIT service is an
effective solution for
delivering information
when it is needed the
most, during shopping
experience. While we
covered quite a bit in
seven weeks, the
efficiency and usefulness
of the DecodeIT service
could be improved. The
big “take home” is that
traditional business
models can and must be
supplemented with design
thinking paradigm if a
robust service is to be
developed.
Project Deliverables
Project poster, Final report
We concluded that
DecodeIT service is an
effective solution for
delivering information
when it is needed the
most, during shopping
experience. While we
covered quite a bit in
seven weeks, the
efficiency and usefulness
of the DecodeIT service
could be improved. The
big “take home” is that
traditional business
models can and must be
supplemented with design
thinking paradigm if a
robust service is to be
developed.
Project Deliverables
Project poster, Final report
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Contact
646. 510. 2529
agaurav@umich.edu
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Academic Projects
Interaction Design
Design Process
Service Design
Web 2.0
Usability Evaluation
Contextual Inquiry
IA Strategy
Contact
646. 510. 2529
agaurav@umich.edu
Resume
MS Word
Networks
| About Me | Thoughts | Projects Copyright Gaurav Anand | agaurav@umich.edu | 646. 510. 2529 |
Design and Business Artifacts