Mappable GA Fall 2013 UXDi Sarah Papp Thursday, October 10, 13
Jan 15, 2015
Mappable
GA Fall 2013 UXDi
Sarah Papp
Thursday, October 10, 13
Introducing Mappable
Mappable is a web-based interactive application and service that allows users to customize 3D elevation maps and purchase 3D printings of their creations. It is set to launch by the end of the 2013 and will use Shapeways to fulfill orders.
Business Goals• Launch a fun, usable web application and store• Provide customers with unique artifacts that tie back to geographic areas of personal significance
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Mappable Key Screens
Location Selection
Home
Customization
Cart
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GA Fall 2013 UXDi
Planning
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Key PartnersShapeways (3D printing service)Open Cart (e-commerce platform)Private 3D Printer or Printer Service
Key Activities3D Printing ServiceSoftware Development
Value PropositionHighly customized 3D maps
Customer RelationshipsCo-create and Self-service (customers will be able to operate the web application to create a 3D model and then a spec will be automatically submitted to the printing service)
Key ResourcesWeb-based 3D map/asset creation application3D Printers
ChannelsMappable WebsiteShapeways Store FrontPhysical Delivery Service
Customer SegmentsMap Enthusiasts3D Printing EnthusiastsHobbyistsMarathon RunnersCycling EnthusiastsSouvenir Hunters
Cost Structure3D Printing ServicePhysical Distribution of ProductsWeb and Data Hosting CostsSoftware/Application Development
Revenue StreamCustomized asset salesPricing is a fixed rate based on material and size of printing
OverviewProduct Statement/Elevator PitchMappable is a web-based interactive application and service that allows users to customize 3D elevation maps for use as displays or as part of craft projects or jewelry. It is set to launch by the end of the 2013 and will use Shapeways to print and deliver user-customized 3D maps.
Launch and Future GrowthUpon launch, Mappable will take advantage of Shapeways’ vendor storefront, using the e-commerce platform provided therein as well as order fulfillment and shipping services. Customers will be able to visit the Mappable website, generate a 3D map ready for printing and then be transported to Shapeways to complete their order. Customers will also be able to find out and access Mappable products through Shapeways, but the customization app will live on the Mappable site.
When Mappable has outgrown Shapeways, then an e-commerce platform (likely Opencart) will be implemented and an alternate 3D printer solution will possibly also be adopted.
Mappable Business Model Canvas
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Paypal Opencart MagentoGo Spree Zencart OSCommerce
Overview
Offers versatile cart functionality that can go inside of existing site or ecommerce platform.
Open source
MagentoGo is the scaled down version of one of the industries favorite platforms. It grows with the user, but it is very scaled down.
Ruby on Rails based, Spree offers stability and customization, but needs a Ruby developer to implement
Open sourced solution, PHP and MySQL compatible.
Open Source Commerce is compatible with any web server with PHP or MySQL installed
PricingTransaction percentage and monthly fee ranging from $0 - $30.
Free software; Transaction percentage $15 per month Transaction percentage Free software;
Transaction PercentageFree software;Transaction Percentage
Payment Gateway
Accepts payments in 24 currencies and 190 countries, and accept all major credit cards.
Partnered with major payment companies such as PayPal
17 payment gateways, including PayPal, Authroize.net, Sage
Major credit cardsPartnered with major payment companies such as PayPal
Partnered with major payment companies such as PayPal
Site Customization
The cart can be integrated into an existing website, so no need to effect existing architecture.
Customizable
Limited customization, lots of templates to choose from but really designed for store owners to grab and go
Very customizable Fairly customizable, lots of options and templates Very customizable
Ease of Use EasySome learning curve, but relatively easy for a non-developer to implement
Fairly easy Needs a Ruby developer to implement
Of the open sourced options, has the smallest learning curve.
Some learning curve, but there is a fairly active community
Customer Support Available Community-based Slow, but professional Community and paid Forum, community based Forum, community based
E-commerce Platform Analysis
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MappableSociety for Printable
Geography Terrainator TinyMtn Terrafab Nervous System
Overview / Product Offering
Mappable offers highly customized 3D printed maps. Users can select geographic area, scale, colors, material, shape, and framing in addition to overlay images.
SFPG offers jewelry, mirrors, puzzles, iPhone cases, and other special projects mainly in the shape of countries with some room for more customization.
Terrainator provides completely customized 3D files based on a fairly comprehensive set of elevation data
TinyMtn is a store on Shapeways that offers 3D maps of select geographic regions, mainly mountains in the Pacific Northwest.
Terrafab offers customizable models of Norway and the surrounding areas.
Nervous System doesn’t offer maps, but they do sell customized 3D jewelry.
Printing Solution Shapeways Sculpteo and Shapeways Shapeways Shapeways Shapeways Shapeways
Pricing Dependent entirely on customized options.
Fixed pricing for country products and customized
for their new line of iPhone cases, items start at $8 for inventory items
and go up from there
Dependent entirely on customized options. Flat rate
Flat rate with additional fees for more expensive
materials
Flat rate and dependent on customized options
Customizable Maps / Products
Entirely customizable
Menu selection (i.e. can choose country, material, size from a menu) and just
launched
Entirely customizable, but no frills (no framing,
overlays or colors options)No Geographic area and
materials only
2 different customizable lines, offer limited
customization (i.e. change shape or direction, but little can be done to
content)User Interface WIP
Very slow customization module powered by Sculpteo, offers fun geography facts during wait time, fairly intuitive
Uses home-grown customization module
that seems to only work in Chrome, generally poor
resolution
Shapeways
Home-grown (not powered by 3D printer service), relatively fast and responsive, offer
intro/explanation
Designed by Nervous using JS and Web GL,
relatively fast, somewhat difficult to design desired
end product
MaterialsColor requires sandstone
or ceramic, other than that, no restraints
Metals, Glass, Plastics, Resin
Select from Shapeways’ available materials Resins and plastics Sandstone Metals, plastics, resin,
felt,
Website www.getmappable.com www.printablegeography.com/ terrainator.com
http://www.shapeways.com/shops/TinyMtn
http://terrafab.bengler.no/ http://n-e-r-v-o-u-s.com/
Competitive Analysis
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Opportunity Analysis
Customized3D Printed Maps
Clean UI
More Customization
Options Color
Size
Images
Shape
Easy
Stable
Fast
While there are a few other players in the customized 3D printed map space, there is definitely room for improvement in the overall experience design (even the more successful of the bunch) that Mappable can use to its advantage. Specifically, the web sites of Terrainator, Terrafab, Society for Printable Geography, and even Nervous System have problematic navigation, issues with their customization modules, and sometimes browser display problems. The customization aspect is also a place where Mappable can differentiate itself from the group as currently the main focus seems to be on customized location with no ability to select colors, shape, size, etc.
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Mappable User ResearchResearch Areas
• Who are the potential customers?“I love 3D printing!” - Technology lovers“I’m a map person.” - Map lovers“Wow--I would actually buy that.” - DIY folks
• What will customers do with their maps?DisplayUse for crafts, jewelry
• How do people find new products that mainly provide delight and nothing else?Word of mouth, websites (Fab., ThinkGeek, Amazon, etc.), social media
• MVP may require customer to customize map on the Mappable website and then purchase on Shapeways. Will moving the customer to a different site to purchase affect their willingness to complete the transaction?“Not for the right product.”“If it’s to a site I know and trust, then I’ll be happy. I don’t like giving my credit card information to random websites.”
MethodOnline Survey: 3 responsesOnline Forum Questions: 1 question with 8 responses In Person Interviews: 11
OpportunityMappable’s immediate niche lies within the technology and map enthusiast arena with some overlap between the two. There’s definitely room for growth into souvenirs and crafts, but more research combined with trial and error will need to be done in order to reach those people better.
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BackgroundJosh is a PhD candidate in physics at Stanford and often engages in activities focused around hiking, biking, and spending time with his friends. He lives in Mountain View with a few close roommates who are also grad students at Stanford and he mainly gets around on his bike. As an urban cyclist, he is fascinated by maps, especially terrain maps. He moved to Mountain View from Seattle, WA and bought his first local map on arrival, but has purchased many maps since, including maps of his hometown. He uses maps for navigation and decorating his apartment. He definitely misses home and loves anything that reminds him of Seattle, so he has a display map of Washington on his wall. He thinks it looks pretty good and is thinking about other ways he can integrate maps into the decor. He doesn’t shop a lot, but likes to find cool new stuff for the apartment and give cool gifts to his friends.
Josh | Map Lover
Key Characteristics• 31• Single• Some Grad School• Annual Income: $26,000
Habits• Bikes a lot• Frequently looks up terrain maps for bike routes• Not a big shopper
Motivations• Tie to home • Likes to have cool things in the apartment• Needs unique gifts to give to his friendsNot a lot of time for shopping
Mappable User Personas
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Mappable User Personas
BackgroundRoger is an established career in software development. After working for several companies over the course of his career, he’s now working as a consultant to a few smaller organizations. When not working, he spends time with his wife of 21 years and their two teenage kids, often at the family home in Berkeley relaxing, at the beach, or out at education oriented venues like museums. He loves following new technological developments and is extremely interested in 3D printing and where it could go. He considers himself an amateur geologist/naturalist/ecologist and finds imagery of Earth’s features fascinating. He loves finding new ways to relate to his family and share things he loves with them.
Roger | Avid Tech Adopter
Key Characteristics• 57• Married• BS Psychology• Annual Income: $230,000
Habits• Works 40 - 50 hours per week• Stays abreast of technology goings on• Spends a lot of time online, focusing on tech news and hot science topics
Motivations• Learning more about new technologies• Bonding with his family• Nurturing his love of geology and environmental sciences
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BackgroundGene works as a server in an upscale restaurant and lives with her longterm boyfriend in San Francisco. In the last couple of years, she’s taken up marathon running and rock climbing. The time she spends training and doing runs really means a lot to her and she loves taking and sharing pictures of the entire process from early training sessions to the finish line. She also loves getting her friends involved in her activities. She plans hikes around the hills and mountains nearby as well and delights in documenting each activity. Photo sharing and commemorating the good times are big things with Gene. She is also an avid traveler, taking lots of vacation photos and snagging souvenirs from her holiday spots.
Gene | Sentimental Marathoner
Key Characteristics• 26• Single• Some College• Annual Income: $62,000
Habits• Works a lot• Trains for marathons and very active• Spends a lot of time online, mostly on Facebook and Instagram catching up with friends and sharing photos or shopping
Motivations• Keeping in touch with friends• Sharing Memories• Commemorating milestones such as marathons or great vacations
Mappable User Personas
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Mappable Collaborative Design (In Lieu of Card Sort)Top 5 Findings1. Shape Customization Tool May Need Relocation in FlowSpecifically, should the shape option be placed in the geographic location selection screen? Pro: Gives users a taste of customization options to come and something fun to play with right awayPro: Differentiates experience immediately from competitorsCon: Users might want to change shape on the customization page when they chose other customization optionsConclusions: A/B Prototype Test
2. Addition of Separate Screen for Billing and Shipping Information NeededPro: Less cluttered Check Out screen and adopts popular checkout flowCon: One more screen for users to get through before purchaseConclusion: Added screen
3. Addition of “Apply Saved Spec” Button to Customization ScreenPro: Users can easily apply saved customization options to current projectsConclusion: Added button
4. Reconsider “Spec” terminologyConclusion: Use testing to determine if there is a better term for saved settings from past projects (and something that easily fits on a button.
5. Consideration of Guest Check OutPro: Generally accepted as good practice to allow thisCon: Projects would not be saved, thereby preventing folks who don’t sign up from a fairly powerful featureNote: Amazon requires account login to checkout as well as others in the 3D printing arenaConclusion: After presenting at halfway standup, it was made clear that a guest checkout option was strongly suggested, so guest checkout is what happened.
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Mappable Design HypothesisMethodI analyzed several websites (5 formally and many more informally) for companies in the same or similar markets a well as conducted interviews of potential customers.
OpportunityMappable could use the relatively poor experience design of others companies making similar products to its advantage. Integrating more customization options and a more streamlined purchase experience would set Mappable apart.
FindingsCompetitive analysis provided a lot of design inspiration on what would work and what could be improved on.
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Mappable Conceptual IterationSome pre-digital sketches were done to work out the flow and key screen elements.
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Mappable Prototype Design IterationThe iteration process focused on making the product and flow as simple, fast, and easy to understand as possible. Many iterations were needed as feedback and ideas emerged through user testing.
Home Page Version 2
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Mappable Prototype Design Iteration ContinuedThe iteration process focused on making the product and flow as simple, fast, and easy to understand as possible. Many iterations were needed.
Home Page Version 1
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Mappable Prototype Design Iteration ContinuedThe iteration process focused on making the product and flow as simple, fast, and easy to understand as possible. Many iterations were needed.
Gallery Feature
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Mappable User Testing
MethodI tested various versions of my prototype with 7 people. I prompted scenarios and think-aloud feedback.
Feedback Highlights“The checkout process seems to take a really long time.”“Guest checkout is a must have.”“What does ‘spec’ mean?”“What does Mappable do again?”
FindingsUser testing proved invaluable in adding or removing features. Key screens affected were the Cart, Customization page, Home page, and Gallery feature. I ended up removing the Gallery and making additions and design changes to the other pages.
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GA Fall 2013 UXDi
Design Specification
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Starts on “Home”
Mappable Customer Journey
Create Map
Select Geographic
AreaCustomize Shape
SizeColor
ImagesMaterial
View Preview
Select “Buy Now”
Shopping Cart
Checkout
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Mappable User Roles
New ShopperVisits the site, but does not have an account. Can customize and purchase maps, but cannot save anything for later (orders or specs).
Registered ShopperHas signed up for an account and can use the save features for specs and orders in addition to the customization tools.
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Geographic Location Selection
Customize Your Map
Home
Mappable Concept Model
Size
ShapeColor
Material
Image
PurchaseSave
AccountLog In
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Mappable Site Map
Home
About
How it Works
Log In
Gallery
Location Selection
Customization Cart Check Out Confirmation
Account
Sign Up
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Mappable User Flows: Purchase
Starts on “Home” Select Geographic Area
Customize Higher Res
Save Specificationand/or
Shopping Cart Checkout
Confirm
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Starts on “Home”
Mappable User Flows: Account Creation
Login Account
Setup
Confirm
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Starts on “Home”
Mappable User Flows: Save Custom Specification
Select Geographic Area
Transform 2D to 3D Image
Lower Res
Customize Higher Res+
Save Specification+
Account
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Mappable Key Screens - AnnotatedHome
A B C
D E
A - The About section gives some background about Mappable and the founder.B - The Account section requires users to log in and provides information on past orders, saved orders, and saved specs as well as personal information such as shipping and payment information.C - The Cart section.D - How It Works simply explains the Mappable process.E - Create Your 3D Map propels the user into
the map creation process.
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Mappable Key Screens - AnnotatedLocation Selection
A - A lower resolution render of the current selected area.B - User-selected geographic area.C - Zoom function on map.D - Location search: users can enter cities, landmarks, or lat/long coordinates.A
BC
D
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Mappable Key Screens - AnnotatedCustomization
A - Customization menu allows users to select print out shape, size, elevation scale, overlay, material, and color if applicable.B - 2D views of the model that also allowC - High resolution model.D - Spec options - users can apply saved specs and save the current spec to their accounts.E - Allows users to remove their customizations and start from the initial model.
A B C
D
E
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Mappable Key Screens - AnnotatedCart
A - Allows users to save their maps to their accounts for later although login is required.B - Users can create another map to add to their order.C - What’s e-commerce without the checkout button?D - Users can remove items from the cart.E - Users can edit quantity as well.
A B C
DE
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