Idea to prototype in 180 mins

Eewei Chen @ultraman / #uxcam #uxcampanel

Idea to prototype in 180 minutes

UX Cambridge 2011


Eewei ChenDirector of Design

eWorks, BSkyB

(ex: ThoughtWorks, Microsoft, Conchango, IPC Media, MTV)

@ultramanwww.eewei.com


Form teams

Behaviours, motivations, barriers

Value map

User journeys

Presentations

180 minutes

Elevator pitch

Issue a challenge


Going to the cinema used to be a fun social event for people of all ages. Today consumers prefer to watch movies anytime and anywhere on their phones, laptops, tablets and home cinema systems.

vs


Itʼs a waste of time going to the cinema when I can watch what I want, when I want in comfort at home.

I canʼt pause a movie, refill a drink or research something when I want to.

I hate the insensitive muppets wrestling with bags of M&Ms, who prattle on like they're in the privacy of their own living room....

Can anyone suggest a good movie? There is so much out there I donʼt really have a clue...

source: blogs, forums & twitter #movies

There's no point paying that kind of money for such an unpleasant experience.

So weird, I've got the whole cinema to MYSELF, I guess no one wanted to watch this one

time & location controlcontrol

respect & privacy

moneysocial & choice

advice


The challenge

Design a mobile app to help cinema companies compete &

remain relevant.


Finding the time to go to the cinema as a family is difficult.

We have to factor in expensive costs for driving, parking, tickets, pop corn, drinks then usually dinner afterwards. We usually end up watching movies that the kids want to watch

My husband and I had our first date at the movies. I like romantic comedies and he likes action adventure. It is hard to watch what we both want at the same time.

Cinemas can be dirty. There have been times when people have been rude, annoying & scary.

Ann the busy wife and mother

Alex the movie geek

I am obsessed about details. I love spotting the mistakes and ranting about it online. I am well known on many movie blog sites.

I love playing games and competing. I usually do a lot of research ahead of time but sometimes I just canʼt find info on a very new or unusual director or film.

I donʼt watch mainstream movies much any more but still attend UK film festivals as you can see quality British films there first. I love foreign films too.

I donʼt like public spaces where there are crowds. I donʼt like travelling too far to see a good movie.

I am the one who tends to organise get togethers for my friends. They look to me for inspiration too!

I spend a lot of time socialising online especially on Facebook and Twitter.

When you go to the cinema you need to go at a specific time and watch just one movie which may turn out to be a disappointment.

I used to go to the movies a lot but less now as it is more convenient to rent a bunch of DVDs (which you can pause or change) and invite friendʼs round to my place where we can relax, eat, talk and drink in our own time.

Alistair the sociable student


the problemuser motivations + barriers = ideas

simple prototypeSell your idea!


Work fastNo right or wrong

Think positive, think bigCollaborate & delegate

Breadth not DepthHave fun

New and existing customersmonetisation

Tech & platformTrends (games, p2p recs, geo-

location, social media) Competition

Game changers


Form teamsFill in team card:

Name, @twitter, Job, SkillsSuccess (What you want from today)

1 interesting fact

Post your card onto the team grid

13:40 - 14:00


Who are they, what will they do?

Behaviours, motivation, barriers, ideas, marketing

14:00 - 14:35


How valuable is it?

Effort vs customer acquisition/retention

14:35 - 15:10


Break

Have a look at what the other teams have come up withadd/amend empathy map and ideas

Fill in the feedback !ip chartAny questions?

15:00 - 15:30


Do they really want it?

Trend research

Crowd source using twitter, facebook, user forums, clubs

Competition / related apps


Present early ideas

15:30 - 15:50


How will they use it?

Outline the user journeySketch out key screens

paper prototype

15:50 - 16:30


Why will they use it?

User, motivations, app name, market, ideas, USP, competitorsA cool app name always helps!

16:30 - 16:45


Final presentations

Tell a story. Role play? TV Ad? Sell your product and brand.

16:45 - 16:5516:55 - 17:10


Next steps

Usability test

Business model

Story map

Story writing and estimation

prioritisation

wire frames

HTML prototype

Resource, cost and delivery plan


Thank you!