The Goal

For this project, we were assigned to use the ViP method to design a future vision (10-15 years in the future) for a client, in our case, JCDecaux. We had to combine individual work with teamwork and create a design statement as a team: 

We want to help shape cities that feel like home, where people of all cultures interact with and inspire each other and in this process strive towards a sense of synergy.”

Based on this statement, we individually came up with concepts. My concept was chosen to further develop as a team. Below, you can see the final presentation video we made to show to the client. 

The Process

The project started in a team: Abe Minnema, Jerome Hompes, Nando van Veen, Orelio de Jonghe, and I.  Together we had to do the first steps of the ViP method: pick a domain, research the context factors, make a context structure, and think of a design statement. The images below show our team setup, the context factors we found, and a framework in which we found opportunities to base our statement upon. 

After this period of teamwork, we had to work individually for a few weeks. We all had to come up with a concept to present to the client. This concept had to be based on an analogy. My analogy was the playground (see image below). My personal goal was to design something that uses playfulness to connect people all over the city. That is how I came up with GamePost. After our individual design presentations to the client, my idea was chosen to further develop in the final weeks of the project. 

The Concept - GamePost

It simply is an advertising panel with a LED screen and a camera. Normally, regular advertisements can be shown, but when people get in front of the panel, they can choose to play a game.

People can choose to play a game from different game categories. After choosing, they are connected randomly with someone else playing that game somewhere else in the city.

The games work with a camera and movement detection. Therefore, it is possible for the strangers to see each other and play together. This way, people of all different backgrounds and ages interact with each other. Playfully creating a sense of trust between people within the city.

We used the Business Model of Gamification to make it interesting to JCDecaux. We presented the concept to JCDecaux as a relatively cheap and accessible way of integrating micro-marketing into their market strategy. The basic idea is simple, but the results for JCDecaux can be extremely big, as they will be the first to take the next step in marketing.

Further development of the concept

In the final weeks, we further developed the concept. We did surveys with citizens of Rotterdam to find out what games would be smart to incorporate into the system, to find out when and if the concept would be used, and to find out whether our envisioned benefits would actually exist. The results can be seen in the images below. 

Based on this survey, we came up with three main points for improvement and points of recommendation:

1.     The concept should be available for all ages

2.     When launching GamePost, it would be smart to start with puzzle and arcade games. Only branch out to other genres if the current setup is successful. 

3.     The concept should be placed at train stations first, and after the first ones are successful, branch out to other public spaces. 

After this, we made a presentation video of our final concept. My role during the making of this video was directing the entire process, making sure everyone was able to add their own flair to it, and editing the final video with Final Cut Pro. 

What I Learned

Based on and during this course, I learned how to:

1.     Use the ViP method

2.     Work with and convince a (company) client

3.     Interpret and evaluate client responses

4.     Work as a design team and find a balance between the different personality types and work methods

5.     Define a human-product interaction and product qualities

6.     New methods and techniques to develop new product ideas

7.     Integrate company and context analyses into a strategic design direction

8.     Discuss the sustainability position of a company

Personally, during this project, I learned how to:

1.     Properly present my vision and ideas to a client, based on the Dutch book “Praten en Iets Zeggen: de Impact van Woorden” (literal translation: Talking and Saying Something: the Impact of Words) by Sander Wieringa.

2.     Express my ideas and opinions without letting the Alpha of the group walk all over me or feel attacked.

3.     Lead a project about a concept that not all teammates are satisfied with.

4.     Lead a project without making my teammates feel like they did not have any input, and while making sure everyone was proud and excited about the final result.