Immersion presentation final_aj,rr,sn (shikha nambiar's conflicted copy 2012-03-19)

Collaboration in Transit: Insights and Exploration for Indian MarketPrepared by: Amit Jaiswal, Ekta Paraswani, Ritesh Rajan and Shikha Nambiar Atul Saraf (Lead Facilitator)

Immersion: Early Research Overview

January 2012

Table Of Content

Introduction

Project Team

Background

Project Objective

Approach

• Identification of spaces

• Enablers of collaboration

Primary research methods

Next steps

Activities and Deliverables

• Immersion (13 Jan – 6 Feb)– Kickoff– Open exploration – Trends Research– High level Report and Focus Setting– Prepare for exploration

• Exploration (06 Feb – 18 Feb)

• Intervention (20 Feb – 26 Mar)

• Recommendations (30 Mar – 27 Apr)

We are here

About S.Labs

S. Labs was conceived in 2009 as a hybrid, bridge organization that blends the creative energy of students with the disciplined expertise of industry professionals.

Table Of Contents

Introduction

Project Team

Background

Project Objective

Approach




Next steps

Project Team: Students

Shikha NambiarVisual Communication

3rd Year

Amit JaiswalProduct Design

3rd Year

Ritesh RajanVisual Communication

3rd Year

Ekta ParaswaniFurniture & Interior Design

3rd Year

Project Team: Labs Staff

Girish PrabhuDirector

Atul Saraf Sr. Innovation Consultant

(Lead Facilitator)

Table Of Content

Introduction

Project Team

Background

Project Objective

Approach




Next steps

The following observations were made in the 1st stage of the project:

• Size of the middle income groups are set to get bigger• There will be a substantial increase in middle and upper

income group consumption• Tier 2&3 cities are going to be the growing opportunity

spaces of the future• Informal work & collaborative ways of working are not

acknowledged in space design• People are spending more money and time at the airport

Based on the above observations, the following questions arose with respect to collaboration-in-transit:

• Where do people collaborate?• How do people collaborate in transit?• What is the best way to tap into the waiting time of varied

travelers at airports and other waiting areas ?• What factors facilitate or enable collaboration-in-transit?• What tools or channels do people use to collaborate?

Background

Table Of Content

Introduction

Project Team

Background

Project Objective

Approach




Next steps

Project Objective

Gather insights to uncover new product and service opportunities in the area of “Collaboration in Transit” that has potential for companies like Herman Miller to promote its brand and grow its market share in India.

Target segment: Upper middle SEC – A1, A2, B1

Table Of Content

Introduction

Project Team

Project Objective

Background

Approach

• Identification of Spaces

• Enablers of Collaboration

Primary Research Methods

Next Steps

Place vs. Space

• Webster definition: A building or locality used for a special purpose, a particular region, center of population, or location

• A place is the order of things according to which elements are distributed in relationships of coexistence. A place is thus an instantaneous configuration of positions and indicates stability1

• Webster definition: A boundless three-dimensional extent in which objects and events occur and have relative position and direction

• A space exists when one takes into consideration vectors of direction, velocities and time variablesTherefore space is composed of intersections of mobile elements2

Identification of Spaces

Place Space

Home

Office

Hotels Clubs n Spa

Cafes

1. Transit Space: nomads mobile place; Widianto Utomo, designer2. Ibid

In- Transit Spaces: The Evolving Roles


• A point that connects one place with another to form movement network

• One transit point functions as a midpoint to two or more transit points to facilitate the designated journey

• Transit space will no longer be a point or movement hub from one place to another but will grow as a space where people will be able to live, share, and move from one place to another

• The transit space will become a new public space for the people/community that pass by and live within this place

Transit space is a metaphor for new urban spaces: forerunners of globalization processes, and laboratories marked by a new extent of sudden and rapid changes. Flexibility and mobility are the key qualities of a transit space.

Current Future

Airports Bus Stop

Railway St

Future Offices Future Airports

What is collaboration?Collaboration is a recursive process where two or more people or organizations work together to realize shared goals by sharing knowledge, learning and building consensus. It is a deep, collective determination to reach an identical objective.3

Types of Collaboration

Asynchronous

Involves two or more people exchanging information at the same timeE.g. Face-to-face meeting or virtual interaction.

Involves an exchange of information at different timesE.g. Email


Synchronous

3. Definition from Wikipedia: http://en.wikipedia.org/wiki/Collaboration

http://en.wikipedia.org/wiki/Collaboration


Advantages • One of the advantages of synchronous

(virtual) collaboration is its immediacy. You can send and receive information right away

Face to Face

Video Conferencing

Synchronous

Disadvantages• All the parties involved must be ready

and willing to collaborate at a given moment or the session does not work as well

• Although instant messaging, chat and other such tools are becoming more common, they are still not as ubiquitous as technology such as email


Advantages • Participants can receive the information

when it is most convenient for them. There is less pressure to act on the information or immediately respond in some way

• Some forms of asynchronous collaboration, such as email, are ubiquitous

Asynchronous

Disadvantages• It lacks a sense of immediacy and drama• The lack of immediacy means that

information can be out of date by the time someone views it

E-mail

Healthcare Work-SpacesRecreationTransportation Education

Sectors and their respective transit spaces were identified where various types of collaboration occurs


Identifying various in transit spaces across different sectors

Health Care Transportation Education Recreation Work spaces

The various transit spaces in a Health Care sector are:Cafeterias, Lobby, Elevator, Parking Space, Gardens etc.

CAFETERIAS LOBBY/RECEPTION AREA

STAIRWELLS/PARKING LOTS/

SMOKING ZONES

CORRIDORS/HALLWAYS/LANDINGS

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Series3

Series4

Series5

Series6

Series7

Series7


Breaks

BreaksPlanning

Meeting Patients

Meeting Clients

Meeting Colleagues

Interaction

Exchangeof Ideas

Personal Meetings

Exchangeof Ideas

Interaction

Com

fort

Info

rmal

Dis

trac

tion

Ambi

ence

Laid

Bac

k

Take

a B

reat

her

Casu

al

Com

fort

Info

rmal

Ambi

ence

Conn

ect

Casu

al

Com

fort

Info

rmal

Dis

trac

tion

Laid

Bac

k

Take

a B

reat

her

Casu

al

Spon

tane

ous

Info

rmal

Conn

ect

Spon

tane

ous

Primary Reason To Go To The Spaces (LHS) Soft Attributes/Enablers (RHS)

High

Medium

Low


The various transit spaces in a Transportation sector are:Taxi Stops, Bus Stops, Railway Stations, Airports (mostly Waiting Rooms, Lounges)


AIRPORT RAILWAY STATION BUS STOP0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Pick/Drop Somebody

Pick/Drop Somebody

Pick/Drop SomebodyBook Tickets

To Commute To Commute To CommuteCom

fort

Info

rmal

Casu

al

Ambi

ence

Conn

ectiv

ity

Laid

Bac

k

Priv

acy

Com

fort

Info

rmal

Casu

al

Ambi

ence

Conn

ectiv

ity

Laid

Bac

k

Priv

acy

Com

fort

Info

rmal

Casu

al

Ambi

ence

Conn

ectiv

ity

Laid

Bac

k

Priv

acy

High

Medium

Low



The various transit spaces in a Education sector are:Lobby, Cafeterias, Staircase Landings, Library

CAFETERIAS LIBRARY/STUDY HALLS

CORRIDORS/HALLWAYS/LANDINGS

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Planning

Read

Study

GatherInformation

Exchangeof Ideas

Quick Discussions

Breaks

Feedback Sessions

Group Preparation

Com

fort

Info

rmal

Casu

al

Ambi

ence

Conn

ectiv

ity

Laid

Bac

k

Priv

acy

Com

fort

Free

Ung

uard

ed

Sile

nce

Priv

acy

Com

fort

Free

Ung

uard

ed

Sile

nce

Dis

trac

tion

Spon

tane

ous

High

Medium

Low



The various transit spaces in a Recreation sector are:Bars, Parks, Cafes, Food Court, Parking Lots etc.


COFFEE SHOPS RESTAURANTS PUBS MALLS/EXHIBITIONS

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Hangout

Hangout Hangout

Socializing

Socializing

Meetings

Meetings

Eat/Drink Eat/Drink Eat/Drink Eat/Drink

Music

Shop

Com

fort

Info

rmal

Ambi

ence

Flex

ible

Ung

uard

ed

Sile

nce

Priv

acy

Com

fort

Info

rmal

Ambi

ence

Dis

trac

tions

Sens

e of

Est

eem

Noti

ced

Com

fort

Ambi

ence

Sile

nce

Priv

acy

Sem

i-For

mal

Sens

e of

Est

eem

Valu

ed

Info

rmal

Ambi

ence

Dis

trac

tions

Sens

e of

Est

eem

Noti

ced

High

Medium

Low



The various transit spaces in a Work Space sector are:Cooler Area, Lobby, Smoking Area, Cafeterias, Printing Corner, Staircase


CAFETERIAS COFFEE MACHINES/WATER COOLERS

STAIRWELLS/PARKING LOTS/

SMOKING ZONES

OUTDOOR RETREATS0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Interaction

Personal Conversation

Lunch Meeting

Feedback Session

Breaks Breaks Breaks Connect

Personal Conversation

InteractionPersonal Conversation

Interaction

EnhanceRelationships

Connect

TeamBuilding

Com

fort

Info

rmal

Ambi

ence

Unw

ind

Dis

trac

tions

Ener

gizi

ng

Info

rmal

Unw

ind

Dis

trac

tions

Ener

gizi

ng

Com

fort

Info

rmal

Unw

ind

Dis

trac

tions

Soot

hing

Com

fort

Info

rmal

Ambi

ence

Unw

ind

Dis

trac

tions

Ener

gizi

ng

High

Medium

Low


Table Of Content

Introduction

Project Team

Background

Project Objective

Approach




Next Steps

Enablers of Collaboration

Privacy

Proximity

Informal

Appropriateness

Constructive Distraction

The state of being free from unsanctioned intrusionThe condition of being secluded from the presence or view of others

The distance between two people physically present before each other

Not of a formal, official, or stiffly conventional nature

Suitable for a particular person, condition, occasion, or place.Note: Appropriateness of a space is subjective and dependent on the primary intent in mind.

Form of distraction which breaks the monotony or continuity in a task yet acting as a positive source or form of relaxation/breather/amusement or inspiration.

Evaluation of soft attributes provided by spaces

Lounge

Cafes/Pubs

Staircase landings

Lobby

Cafeteria

Informal

Informal Constructive distraction

Appropriateness

Privacy Proximity InformalAppropriate

ness

Proximity Appropriateness Privacy Informal

Informal Proximity Privacy

MediumHigh Low

Appropriateness Privacy

Privacy

Constructive Distraction

Appropriateness

Lowest

Attributes that enable collaboration in-transit

Connectivity

Security

Quality

Variety

Constant feedback is a major requirement during instances of virtual collaboration which can only be fulfilled if there is instant connectivity

Certain work environments require a secure network for collaboration, which is perhaps a crucial point for virtual collaboration

Better collaboration can happen in environments which provide an infrastructure dedicated to virtual collaboration

An array of tools which can be utilized appropriately, catering to the immediate need of the collaboration

Enablers Of Virtual Collaboration

Collaboration

Connectivity

Security

Quality

Variety

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“I wish even start-ups like us could have access to the facilities provided by companies like Infosys.”

Ranjith Kartha

Table Of Content

Introduction

Project Team

Background

Objective

Approach




Next Steps

Early User Research Trends ResearchConcept

ExplorationUnderstanding

the Space

Early Observations and Findings

Focus Setting Research Preparation

Immersion Activities


• Develop appropriate personas which help establish the possible target users for future interviews and probing

• Develop an interview protocol and probing tools which assist in extracting relevant data from the possible interviewees

• Tools to be used for interviews:– Questionnaires– Cue cards – Situation cards (generate imaginary scenarios taking cue from real life situations)– Map (to ascertain the places the interviewee travels to and thus build questions

on that)

Interview Protocol

CollaborationWhat does collaboration mean to you?Give us some examples of how you collaborate.Is the collaboration physical/virtual?What are the different tools you use to collaborate?Do you collaborate for reasons other than work?

Frequency and mode of work related travelHow often are you on the move?How do you travel - Airways, transit railways etc. ?Destination – domestic, international ?Do you work (alone/colleagues) while travelling?Do you collaborate while travelling/in-transit?

Instances of collaboration during transitWhat enabled/prohibited the collaboration?What were the tools used for communication?Pain points

Improvement areas for better collaborationWhat aspects could you possibly improve upon for future collaboration?What new service /product would you like to have in that space in the future?

Interview Protocol

Preferred alternate workspaces Besides home and office where do you like to work?What aspect of these places enables collaboration?

Hobbies which involve interacting with peopleAre you part of any club/NGO/ organization ?Tell us about it and your role in it?Where do these activities/meetings take place?Anything you would like to improve about it?

Personas

Pranav PrajapatiFinancial Analyst5 lacs

Zia KhanSenior Developer6.5 lacs

Kabir MalothraGeneral Manager1.5 crs

Vinkitha MenonDirector1.5 crs

Anand KumarFreelancer12 lacs

Jessica D'souzaCreative Associate11 lacs

Varun PodarProprietor50 lacs

Riya RaiDoctor35 lacs

Personas ─ 1 of 8

Name Pranav Prajapati

Age 27

Working For Citigroup

Qualification MBA

Designation Financial Analyst

Salary per year 5 lacs

No. of Dependence Nil

Lives in Mumbai

Likes Movies, Music, Reading, Sports & Travelling

Single child of an established real estate agent. Went to a good school and one of the best B-schools in India. Owns a Hyundai i10 car and drives the car to work everyday. Covers a travel distance of 35kms from home to work and back. Also owns a 1961 Bullet which is in mint condition, gets a ridiculous price for the bike every week; but will never sell the bike as it is his grandfather's first bike. Spends about ~300 rupees daily. Meets his friends daily for a beer or two. Loves his new Blackberry Bold 3 as he lost his iPhone last week.

Friends and colleagues are the major influencing factor. Also blog references to judge a product before purchasing.

Wants to get married in 2 years. Also expecting a promotion soon.

Spending PowerRational Buyer

The Aspirer

HighLow Medium

Name Zia Khan

Age 27

Working For IBM

Qualification IITian

Designation Senior Developer

Salary per year 6.5 lacs

No. of Dependence 2

Lives in Bangalore

Likes Movies, Reading, Dancing & Shopping

Married to a project leader from IBM. Recently bought a new 2bhk apartment in Bangalore. She and her husband go together to work in their company bus. They own a Hyundai Accent bought when they got married 3 years back. She contributes part of her salary to her parents who live in Pune.

Husband is the major influence on any major product purchase. However, she spends on shopping clothes, but it is usually under Rs 1,000 in a month.

She wants to take a trip to Europe with her husband in the future.

Personas ─ 2 of 8

The Economical


HighLow Medium

Name Kabir Malothra

Age 54

Working For Taj Group

Qualification B.Sc., MBA

Designation General Manager

Salary per year 1.5 crs

No. of Dependence 2

Lives in Delhi

Likes Art Collector, Golf, Clubs and Cars

Mr. Malothra is divorced. He has a boy (23 years) who is studying in Harvard and a daughter (20 years) who is doing her bachelors in mass media. He likes visiting his club to play golf and meet with his friends. He thinks it i5s also a good source to stay connected and get future business. He owns 2 Cars, a Honda Accord for himself and a Toyota for his daughter. He has worked with Taj for 14 years and has served 8 years as the General Manager. He has 20 years of experience in hospitality industry.

Choices are mainly influenced by friends. Also is often inclined by the choice of his daughter, this is mainly to do with house or clothes.

Is focused to open 2 more Taj hotel in India with state of the art interiors and décor.

Personas ─ 3 of 8

The Illustrious


HighLow Medium

Name Vinkitha Menon

Age 54

Working For Ford Motors

Qualification ME, MBA

Designation Director

Salary per year 1.5 crs

No. of Dependence 5

Lives in Noida

Likes Charity, Cooking, Reading

She is a workaholic, she works 7 days a week. She has 3 sons, 2 of them are studying engineering and one is in junior college. She is into social activities, often involved in fundraising events for under privileged kids. She is also one of the founding member of an NGO. Husband is a lawyer and has his own law firm which caters to only corporate joints.

She usually consults her sons with any kind of purchase for home décor purpose. Investments are done by their financial advisor.

She intents to take voluntary retirement in the next few years as she wants to put her entire time in her social activities.

Personas ─ 4 of 8

The Philanthropist


HighLow Medium

Name Anand Kumar

Age 35

Working For Ogilvy

Qualification Bcom

Designation Freelancer


No. of Dependence 2

Lives in Pune

Likes Electronics, Clubs, Parties, Gardening & Travelling

Anand is a freelance graphic designer. He worked for a design company for 8 years and then quit as he wants to take up projects which interest him. He is married to a dietician and has a 5 year old kid. He lives in a bungalow in Pune with his wife, kid and mother. He also owns few commercial spaces in Pune which he has rented out. He makes ~75,000 as rent per month.

He is the decision maker of the house.

He intends to start his own design firm in the next 4 years. He also is very focused about his son’s future and does his investments very wisely.

Personas ─ 5 of 8

The Freelancer


HighLow Medium

Name Jessica D'souza

Age 35

Working For Leo Burnett

Qualification Bach in Mass Media

Designation Creative Associate


No. of Dependence 2

Lives in Mumbai

Likes Reading, Painting, Music and teaching

Jessica is married with 2 kids. She has 10 years of experience working with Leo Burnett. Her husband is a software engineer with Wipro. She has been brought up in Goa and studied in a state school and completed her Bach in Mass Media from St. Xavier's, Mumbai. She loves to paint, she has a room in her house which she has converted into an art room. She likes to teach her children drawing and painting. She also plays the violin. They make it a point to got to Lonavala every Sunday, which is 120kms for lunch, as their friend owns a restaurant there.

Her product choices are generally a collaborative decision made by her husband and her.

Her priority is her kids and she would go to any extent to provide them with the best amenities which she missed growing-up.

Personas ─ 6 of 8

The Multi-tasker


HighLow Medium

Name Varun Podar

Age 41

Working For Builder

Qualification Bcom

Designation Proprietor


No. of Dependence ~5

Lives in Raipur

Likes Cars, Mainstream Movies, Clothes, Food and Gold things

Varun was born and brought up in Raipur. Studied in a local school in Raipur. Joined the family business at the age of 28 after he got married. He has 2 boys both studying in international schools. Owns a Skoda Superb and lives in a villa in Raipur in a joint family. His company has built a couple of commercial buildings, malls and other buildings as per request. He loves is new iPhone which was gifted to him by one of his friends for his birthday.

His product choices are influenced by friends and brothers but he is the decision maker of the house being the eldest son of the family.

He intends to build a high profile residential complex in Raipur with only 2Bhk and above. He plans to buy few plots for construction in the near future.

Personas ─ 7 of 8

The Striver


HighLow Medium

Name Riya Rai

Age 41

Working For Calcutta Hospital

Qualification MBBS

Designation Doctor


No. of Dependence 3

Lives in Calcutta

Likes Reading, Classical Music, Art gallery etc.

Riya studied medicine in Delhi and worked there for a few years before she migrated to Calcutta to take care of her parents. She is married and has a daughter who is 14 year old. Husband is a dentist in the same hospital. She owns a Maruthi Swift which she bought 3 months back; her last car was a Maruthi Zen which she got as a gift from her father when she got married. Husband owns a 3BHK flat in Calcutta.

Product choices are generally made by her husband and the daughter.

She wants to complete her MD before her daughter goes to college

Personas ─ 8 of 8

The Perseverant


HighLow Medium

Age group Entrepreneurs Employed Location

25-35 4 2 Bangalore

35-50 1 3 Bangalore

Participants

Table Of Content

Introduction

Project Team

Background

Objective

Approach




Next Steps

Next Steps

• Conduct interviews with primary people of interest which fit our target group

• Collect relevant data from the interviewees using the probe tools.

• Generate insights to help develop new products/services for collaboration in transit