CHALLENGE

I work in a digital outside of home (DOOH) advertising company and my team was tasked to  develop a product for commuters in public transport system. This gap of advertising opportunity  was identified by a member our team through his own experience and shared experience of other  commuters. OOH is something common in catchment area but what most competitors lack is the  digital component. TVs, Radios and Billboards are the norms in terms of advertisement. Based on  relevant data gathered from other countries who had successfully rolled out DOOH, we decided to  innovate a product to target commuters in the public transport industries specifically long-distance  buses. The product was to geared towards reaching and connecting brands to the mass market -  with a majority of economically active commuters who sit long hours in public transport. The  product will be geared towards offering cost-effective advertising solutions that target  economically active public commuters.

SELECTION

The design tool selected was story telling. According to Model 2: Design Tool, storytelling put the  human beings and their experience front and center. It takes the listener along on their journey.  This tool was selected because we wanted to capture the experience of the commuters from the  time they decide to travel and their entire journey from home till they get to their destination and  what happens after. Story telling is in the heart of community and tradition. It helps us connect  events in a holistic experience through time. This gave us the opportunity to understand the  challenge or problem from user perspective. Storytelling can help us to gather personalized  emotional data about our consumer’s experience which can be hard to collect using other research  methods such as the survey and consumer journey mapping. Through storytelling too, we could  also map the journey of commuters and identify other design ideas along the journey.

APPLICATION

We set out to the bus terminals to fish fresh stories from the horse's own mouth. We interviewed  the commuters but we were most interested in their stories about the journey. Focusing on who  they - demographic information that will be used to build the persona engaged in the design  process. The story flow - focusing on what they normally do in the house, how they get to the bus  terminal, payment of tickets, in-transit- what they occupy themselves with and their journey  afterwards when they get down. We also made enquiry into forms of entertainment on the bus  while in transit. After the gathering of the story lines, each group came to narrate their version of  the story based on what each commuter narrated. This gave us a broader image of what the actual  problems were and how to design a solution that befit them.

I shared a story a businessman who travels using public transport four times in week. According  to him, keeping up to date on news items, weather reports and learning new things on the go is  very important to him. He also shared if he could listen or watch his favorite tv shows or radioin- transit we also be blessing to him. He complained that sometimes he misses important schedules

as result not been able to book and pay for tickets and board the bus when he gets to the terminal.  This inspired the team that the solution that they will be design is going to affect real people with  real problems.

INSIGHT

Wow, we were thrilled about the insight we gained. It was hard to build a generalized data based  on it because of the different nature or storylines of each commuter's story. Initially, our thoughts  were to focus on just advertising to the commuters with a blend of entertainment just like they do  on television. It helped us to understand the empathetic experience that the users face when using  public transport, thereby giving us an opportunity to target specific problems such as booking  tickets in advance, Wifi and developing in-transit Tv channel with some of the current  programmes, weather reports and other juicy content. It also enabled us to develop geo-tagging  ads with smart advertisement.

APPROACH

Since we have a background in OOH advertising, I might use the Learning launch tool. The  Learning launch tool is a small experiment that tests your new idea in the real market quickly  and inexpensively. Through this I will be able to test the remaining critical assumptions about  why this is an attractive business idea.  I will also employ the story telling tool to gather  customer feedback.

This course has equipped me tools that will enable me to design solutions that empathetic and  customer-centered. I have developed a design thinking mindset and I will continue to sharpen  this new found habit.


CHALLENGE I work in a digital outside of home ( DOOH ) advertising company and my team was tasked to develop a product for commuters in public transport system . This gap of advertising opportunity was identified by a member our team through his own experience and shared experience of other commuters . OOH is something common in catchment area but what most competitors lack is the digital component . TVs , Radios and Billboards are the norms in terms of advertisement . Based on relevant data gathered from other countries who had successfully rolled out DOOH , we decided to innovate a product to target commuters in the public transport industries specifically long - distance buses . The product was to geared towards reaching and connecting brands to the mass market - with a majority of economically active commuters who sit long hours in public transport . The product will be geared towards offering cost - effective advertising solutions that target economically active public commuters . SELECTION The design tool selected was story telling . According to Model 2 : Design Tool , storytelling put the human beings and their experience front and center . It takes the listener along on their journey . This tool was selected because we wanted to capture the experience of the commuters from the time they decide to travel and their entire journey from home till they get to their destination and what happens after . Story telling is in the heart of community and tradition . It helps us connect events in a holistic experience through time . This gave us the opportunity to understand the challenge or problem from user perspective . Storytelling can help us to gather personalized emotional data about our consumer ’s experience which can be hard to collect using other research methods such as the survey and consumer journey mapping . Through storytelling too , we could also map the journey of commuters and identify other design ideas along the journey . APPLICATION We set out to the bus terminals to fish fresh stories from the horse 's own mouth . We interviewed the commuters but we were most interested in their stories about the journey . Focusing on who they - demographic information that will be used to build the persona engaged in the design process . The story flow - focusing on what they normally do in the house , how they get to the bus terminal , payment of tickets , in - transit- what they occupy themselves with and their journey afterwards when they get down . We also made enquiry into forms of entertainment on the bus while in transit . After the gathering of the story lines , each group came to narrate their version of the story based on what each commuter narrated . This gave us a broader image of what the actual problems were and how to design a solution that befit them . I shared a story a businessman who travels using public transport four times in week . According to him , keeping up to date on news items , weather reports and learning new things on the go is very important to him . He also shared if he could listen or watch his favorite tv shows or radioin- transit we also be blessing to him . He complained that sometimes he misses important schedules as result not been able to book and pay for tickets and board the bus when he gets to the terminal . This inspired the team that the solution that they will be design is going to affect real people with real problems . INSIGHT Wow , we were thrilled about the insight we gained . It was hard to build a generalized data based on it because of the different nature or storylines of each commuter 's story . Initially , our thoughts were to focus on just advertising to the commuters with a blend of entertainment just like they do on television . It helped us to understand the empathetic experience that the users face when using public transport , thereby giving us an opportunity to target specific problems such as booking tickets in advance , Wifi and developing in - transit Tv channel with some of the current programmes , weather reports and other juicy content . It also enabled us to develop geo - tagging ads with smart advertisement . APPROACH Since we have a background in OOH advertising , I might use the Learning launch tool . The Learning launch tool is a small experiment that tests your new idea in the real market quickly and inexpensively . Through this I will be able to test the remaining critical assumptions about why this is an attractive business idea . I will also employ the story telling tool to gather customer feedback . This course has equipped me tools that will enable me to design solutions that empathetic and customer - centered . I have developed a design thinking mindset and I will continue to sharpen this new found habit .