service design project report · 2014. 11. 27. · service design project report mfa interaction...

SERVICE DESIGN PROJECT REPORTMFA INTERACTION DESIGN 2014

Taís Mauk, Júlia Nacsa, Idil TungaA New Perspective of the Arctic

INTRODUCTION 2ETHNOGRAPHIC RESEARCH 3 01 Interviews with tourists 02 Interviews with CIRC staff 03 Stakeholder workshopsMID TERM PRESENTATION CONCEPTS 4FURTHER CONCEPT DEVELOPMENT 5ETHNOGRAPHIC RESEARCH #2 6DESIGNING SERVICE TOUCH POINTS 7KEY OFFERING 8FINAL CONCEPT 9SERVICE DIAGRAM USER PERSPECTIVE 10INDIVIDUAL ELEMENTS OF THE SYSTEM 11USER TESTING 20APPENDIX 21

Contents

1

The service design project was kicked off with ethnographic field research trips to discover the village of Abisko in different seasons and from multiple perspectives: as a traveler’s destination, a place to live in, and as a destination for Arctic research. Having summed up the learnings from this human centered research, we involved many scientific and touristic stakeholders in a participatory design session. This was followed by a short generative iteration, the outcome of which was presented to the clients as mid-term concepts.

In line with the feedback that we received on the first concepts, the second iteration of generative phase was focused on deepening our understanding of creating cohesive services. The final design process revolved around adapting the concept to the outreach capabilities of CIRC; the tourists’ interest in the basics of natural sciences; and their wish to get in touch with the people behind scientific research. In the following chapters we bring the reader through the relevant details of our process.

Introduction

The final outcome is a concept called Abiscope, a learning journey which guides tourists through the natural landscapes in Abisko, and opens their eyes to the subjects and phenomena that CIRC’s Arctic researchers are studying during their work.

The final concept

The process

In partnership with the Climate Impact Research Center (CIRC) in Abisko, and within a Service Design course at the Umeå Institute of Design, our team of 3 interaction design students set forward to create a robust service that would allow the CIRC to have a greater outreach for their scientific work and its findings towards Abisko locals and tourists. The ultimate goal of the project being to make the general public more aware of the ongoing research and current developments of the field of Arctic ecology.

The project

2

Interviews with CIRC staff

Ethnographic Research

Stakeholder workshop

Interviews with tourists

During the initial ethnographic research trips to Abisko, we got to interview more than 30 tourists across various demographics and seasons. We discovered that the greatest challenge of service owners in Abisko is to cater for all sorts of tastes and comfort levels at the same time with their limited resources and infrastructure. The attractions are seasonal (midnight sun) and very dependent on luck or serendipity (catching Aurora, ice-fishing). Despite all this, the national park’s beauty and natural phenomena specific to this climate attract many different groups of travelers.Most current tourists come to Abisko for a short stay, typically as part of a cross European trip. There are a limited number of tourists who visit for longer durations, but these have been in decline in recent years. One of the main touristic draws for Abisko, are the illusive northern lights, which feature on many visitors bucket list of sights to see before the end of their life. Still other tourists come to Abisko to enjoy outdoor sports (skiing, hiking, fishing etc.) in the pristine nature. Visitors who wish to experience the local culture can have a quasi-authentic ‘crash-course’ on Arctic living, including visiting a Sámi village, try ice fishing or showshoeing, go on a snowmobile trip. When it comes to Swedish travelers, they seem nostalgic about their childhood family trips to the Northern parts of their own country.

At The Abisko Research Station we interviewed the research technicians Thomas, Annika and Andreas. Their responsibility is to provide support to temporary and permanent researchers by maintaining the measuring equipment and the facilities. As many technicians have chosen to remain in Abisko, they are considered locals. They additionally have occasional contact with tourists as mountain guides or rescue volunteers. Their values range between extreme environmentalism and local community support. They tend to take an active role in spreading their message by setting a good example of environmental consciousness.

As part of the second research trip, we organized a participatory design session with stakeholders from locally involved research and tourist organizations. The goal was to get the perspective of backend players on the interplay between science outreach and tourist attitude. The process included stakeholder mapping and customer journey mapping of 4 tourist types.

We mapped out all possible stakeholders who could potentially be integrated into our service concept. We also got to know detailed tips & tricks about the current state of scientist–tourist communication from experienced, locally involved representatives. One such organization was the Swedish Polar Research Secretariat who have responsibility of over science outreach, and experience with communicating to children, students, teachers and artists alike.

We discovered there are certain times during a tourist’s trip when they are the most receptive of information about what to do in Abisko. Our participants recommended that we be mindful about the tone of communicating complex knowledge about natural sciences.

3

Mid Term Presentation Concepts

Science Pods

Science Car

Ten X

The system of Science Pods aims to make urban chil-dren living in the Southern cities of Sweden familiar with natural phenomena in Abisko through interactive aug-mented play sets in specific playing environments. The tangible elements would inspire children with tangible science concepts at a young age. This concept would require a lot of physical as well as digital resources.

A mobile train car which functions as a science museum. In partnership with the Swedish Rails Company, the train would have a captive audience during long journeys. In addition, it could serve as a preview of the Abisko area for those visitors traveling there. The drawback of this idea is resource-intensiveness: it would take a consider-able investment from many parties to run this venture smoothly.

This concept centers around a visualization technique which would allow visitors to zoom in and out of the Abisko landscape. The changes that researchers monitor are so minuscule and invisible, yet their consequences are enormous and Earth-changing. This concept would show how small changes impact the climate and how researchers monitor the changes. As a benefit, it could bring scientific data to a human scale; as a drawback, it would be a service limited to one touch-point.

4

Further Concept Development

After we presented our Mid-Term concepts, we received CIRC’s feedback that we needed to re-focus our outreach target back towards the immediate Abisko area as our primary concern. The second iteration of generative phase was focused on creating cohesive services for a very diverse but limited size of audience.

To redefine the scope, we tapped back into our initial ethnographic research. We concluded that despite the various activities for which tourists come to Abisko for, eventually it is the Northern Lights that surprises and delights them the most, if they are lucky enough to see it. Therefore, we made a distinction between tourist types based on what role the Aurora plays in their travel plans: some see the Aurora as their ultimate goal; and for some tourists the Aurora is simply a bonus; not the only measure of a successful Arctic trip. Based on these types we created two parallel user journeys to explain the differences. These proved valuable in documenting and expanding upon the potential opportunities of a service concept, and better understanding where we could slot our concept into an ideal journey to Abisko.

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Ethnographic Research #2SHIFT IN TOURISM

FRIDAMalmo local

urban up-to-date

quiet temper

caught in eco trend

walking

running

swimming

Relaxed

Immersed

Connected

Target tourist types & persona

Tourists show a lot of variety when it comes to interests and holiday plans in Abisko. They range from Aurora seekers coming for a few days to sports enthusiasts spending weeks skiing or hiking in the area. Abisko has a lot to offer for those who like the outdoors, otherwise it can be somewhat lacking in activities. Visitors from all around the world come to Abisko in search of the scenic Arctic nature and phenomena (midnight sun, Aurora etc.).

There is a contrast between the traditional tourist of years past and today’s faster form of tourist. Traditional tourists escape to the Arctic nature to find peace or to challenge themselves with outdoor sports (hiking, ski touring, ice climbing, off-piste skiing etc.). They tend to spend longer periods of time, and by the end of their stay they accommodate to and the peace and quiet of Abisko. Usually they have more experience being outdoors and feel comfortable in nature, and this knowledge helps them appreciate and take care of their surroundings. The new type of tourists from other continents are on a tight schedule during their trip around Europe: they stay no more than 3 days in any location. They know little about the environment aside from their intended sightseeing goal: the Aurora Borealis. This tourist group can easily get disappointed if they are not lucky enough to arrive in Abisko with heightened solar activity. They find it hard to look beyond this main attraction and find anything else entertaining. Some of these tourists feel unsafe outdoors, especially on the coldest days of the winter season.

The current main tourists draw, namely the aurora, is monitored by a cyclical pattern, and is no way guaranteed in upcoming years. Therefore we cannot surely predict how the future of Aurora tourism will turn out. As for the future of tourism in Abisko, we expect to see a transition from the new speedy tourist, back towards a more relaxed somewhat traditional wave of tourists. We do expect a revival of Eco and climate tourism. Having interviewed all sorts of service owners in Abisko, we see potential in expanding this touristic segment that comes to Abisko for a longer vacation, bringing them closer to the beauty of the outdoors. Also, this group will be more sensitive to environmental issues and receptive to discovering Arctic research.

We summarized our learnings about tourists in a persona called Frida, a hiker from Malmo in her mid-twenties. She is traveling to Abisko with her friends by train, carrying all necessary equipment. With them, she has booked a one-week stay at the STF (Swedish Tourist Foundation) tourist station. She is excited about and comfortable being outdoors, having traveled to the north many times since her childhood. She and her friends plan to go on mild hiking day trips around the King’s Trail.

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Designing Service Touch-points

Based on the persona described above, we mapped out a final visitor journey in Abisko, which we used as a basis for future brainstorm sessions about service touch points. This journey not only looks at the tourist’s detailed daily rhythm, but also their wishes, fears and expectations, as well as the events that actually happen to them.

Visitor journey

To define a service with multiple touch points, we built up scenarios with three distinct modalities: installations, mobile devices, and lo-fi tools. Thinking exclusively about one touch point modality helped us see the potentials and gaps, to learn where the flow ‘breaks’. It was clear that installations worked great at the beginning and end points of a journey, when people look for man-made landmarks. Mobile technology is promising when tourists are exploring unexpected routes. Lo-fi paper-based handouts have potential outdoors so as not to distract a tourist from nature.

Touch point Matrix

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Key Offering

Our goal was to create outreach as a cohesive system of touch points, to be able to achieve this, we needed to understand the underlying motivations behind outreach from CIRC’s and the tourists’ side as well: this defined the key offering of the service, the reason that brings these two very distant groups together.

The initial brief defined loosely how CIRC wanted to conduct science outreach, what their motivation was, or what content they could send out. Based on our insights learned during our interviews with CIRC researchers, we conducted two brainstorming sessions to come up with captivating service offerings.The scientist main message and motivation is to spread awareness and curiosity among the general public, additionally:

• To have local visitors be informed of CIRC’s presence and work. They can also get kids to be inspired by science to become scientists; or to get more respect for researchers in general.

• Reaching out to political targets in order to get funding and continue research. Even as a personal mantra, they spread awareness about climate change and create a call to arms about sustainability.

• Ultimately, researchers wish to connect with visitors in a way that doesn’t distract them from their work.

• The most promising offering is to consider Abisko’s natural surroundings as a meeting point of scientists and tourists, as well as a teaching aid that makes it easier to explain and understand knowledge derived from the environment.

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Final Concept

A New Perspective of the Arctic

Abiscope is a learning journey which guides tourists through the natural landscapes in Abisko. The service provides a new perspective on the environment using a series of outdoor interactive stations, a unique map/telescope, framed vistas and visual captions. This system capitalizes on the natural surroundings in the area as a teaching tool, allowing visitors to see the environment the same way researchers do.

It was critical to set the proper “tone” of the service so that it would be approachable and easily understood. As we learned from our user testing and interviews, many users were discouraged from engaging with a system that overtly reference “research and science” in the name. They became worried that there would be some sort of quiz element, and disengaged with the system.

In light of this, we framed our service as more an outdoor activity, one that would give you a new perspective on the Abisko area. When personifying our system, we wanted to create an easily approachable platform which would use the natural landscape surrounding Abisko to give the visitors a unique and memorable experience. Additionally the requirements of the environment lead us to a complex set of low tech solutions. Due to the nature of Abisko, large scale electronic devices are simply not feasible, and even personal devices are generally frowned upon in the face of such a magnificent natural environment.

The core of our service within Abisko itself was to target tourists who perhaps aren’t directly aware of CIRC’s research activities, but who are interested in experiencing the nature that Abisko has to offer. In this way we discovered that since, both researchers and tourists come to Abisko because of its unique location and natural qualities, we designed our service around using the natural landscape as a teaching tool, in order to educate the tourists about the unique qualities of Abisko, and highlight how the researchers are learning more about them.

BACK HOME

CIRC

ABISKO

TOURIST

TRAILS

9

Service Diagram User Perspective

1. The website is an introductory portal that serves to educate visitors about the Abisko area and provide an introduction to the Abiscope experience.

9. The pop up theater box is a way to share the Abisko experience at home. It is a simple paper construction which works in combination with a visitor’s phone. The box links back to the initial website to find relevant videos describing the CIRC research. These videos are projected using the phone onto a plastic screen, creating instant immersive animations. This way tourists can continue to share their experience in Abisko to their family and friends.

8. After tourists return from the trails, they most commonly gather back at STF. There we propose a simple recording station allowing visitors to record thank you messages in order provide a form of communication with the researchers.

7. At the end of each nature trail we provide a look out point and accompanying comfy seating areas. These provide rest breaks, and allow tourists time to reflect on the journey they just completed.

6. In addition to the more interactive stations, we also propose a series of passive information lenses where visitors look through clear glass diagrams that layer information onto the landscape.

2. Map-stands are placed throughout the Abisko area, and act as distribution points where visitors can pick up our custom maps about Abisko, which highlight our outdoor nature learning trails. They also provide necessary way finding and navigation for first time tourists.

3. The maps provide tourists with valuable information and also act as a simple telescope which provides a closer look at the natural landscape. Again the map highlights our nature learning trails.

4. These binoculars located outside the STF provide a very visible and present means of inviting tourists on our nature trails. The nature trails are a free activity that takes tourists around the trails surrounding Abisko, highlighting facts about their surroundings, and using the natural landscape as a teaching tool.

5. These are per-designed trails which guide tourists through the surrounding Abisko area, and provide low-tech interactive installations which teach tourists about the significance of their surroundings. The topics they cover are all directly linked to ongoing research at CIRC.

Here is a brief description of each touch point in the Abiscope journey. These stations, both digital and physical create an immersive network, which tourists can enter into at almost any stage and still be connected and learn about CIRC and their research related to the natural landscape.

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Individual Elements of the System

Introductory Website

From our research we determined that the majority of tourists first learn about Abisko on-line, and tend to plan their trips to a high degree before setting out. This means that the earliest contact point where CIRC could seek to inform tourists of their presence is by proving an introductory website to guide tourists to Abisko, and provide information about the unique characteristics of the environment there.

Additionally for returning visitors, the site could feature a continuation of the Abiscope experience. The website could host simple videos and ongoing research consolidated into easy understand graphics.

Basic landing page including map highlighting the free Abiscope experience.

An interactive type game allows users to connect with the information being displayed. In this case visitors can poke at the permafrost to experience temperature change.

Complex research topics are simplified down to easily understandable questions.

You can then listen to voice recordings from real researchers explaining the topic

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While interviewing tourists we discovered that many were frustrated with Abisko’s complete lack of signage or available maps. Some went as far as to draw their own since none were available. We saw a great opportunity to provide tourists with a guiding system, and simultaneously provide them information about the CIRC.

This map is the main guiding force which sends tourists to our interactive nature hike. It capitalizes on the fact that when people arrive in Abisko they typically do not have enough planned activities setup in order to occupy their time.

The map features two thin plastic lenses which transform it into a personal telescope. With this, users are prompted to view their surroundings through a new perspective, which is the theme of our entire service.

The description on the map reads:

“Take a tour around Abisko with Abiscope, the curated nature experience powered by the Climate Impact Research Center. Along each of the marked trails you will find interactive installations that tell you about the natural environment around you. Take a seat at the end of your journey at one of our beautiful look out points and have fun with your new perspective of the Arctic.”

Personal Trail Map & Telescope

Brings visitors closer to natureMap clearly marks our nature trails

Map rolls up into telescopeSimple plastic lenses

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Here we propose a number of very visible map distribution points throughout the Abisko area. These stands serve as stand alone entry points to our main service experience (the nature hike with educational installations).

One of the primary map stands would be located in the STF tourist station lobby. This was inspired by our observations in the lobby where we observed numerous tourists who had not booked any programs in advance frantically searching for activities.

This station would direct tourists towards our outdoor activities, and provide STF with a easy suggestion to send tourists away to. We saw an opportunity, one that would benefit the STF and our attempts to create visibility for the CIRC. By providing a stand alone outdoor activity, we eased the responsibility and time required by the STF to inform tourists. Our service would quickly usher them out doors and require minimum explanation and guidance.

Other possible locations included: train stations, grocery store, hotel lobbies, ski resorts.

Another possible entry point for tourist is outside the STF. We proposed a permanent set of heavy duty binoculars. The binoculars can be built so as to only turn to certain locations, in this way we can highlight points along our nature hikes, and give tourists a preview of where they will be journeying.

Maps Stands Outdoor Binoculars

Inside the STF

Heavy Duty Frame

Map Storage

Rugged Glass Sheet

Outside the STF

Brings the final destinations at the end of the trails into view

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Nature Trail Journey Overview

Each trail has a color coded marker. The marker is a heavy duty outdoor frame, with sturdy glass on the inside and inset lettering. The marker is mostly transparent so as to minimize the visual impact on the environment.

Each trail is color coded with three stations along the way. During their time on the trail, tourists will encounter a number of simple interactive stations, which through simple gestures and viewpoints can teach them about the nature they are passing through, and why it is so unique, through the lens of an arctic researcher. At the end of their journey the visitor is rewarded with a beautiful vista and photo opportunity.

As stations gets further away from the center of Abisko, they demand less direct interaction from the users. Also the longer distance away stations are much simpler constructions, ensuring for easy maintenance. These stations are designed to stay out in nature year round, without the need to remove them during winter.

High level of involvement

Mid level of involvement

Low level of involvement

The core of our service within Abisko itself was to target tourists who perhaps aren’t directly aware of CIRC’s research activities, but who are interested in experiencing the nature that Abisko has to offer. In this way we discovered that since, both researchers and tourists come to Abisko because of its unique location and natural qualities, we designed out service around using the natural landscape as a teaching tool, in order to educate the tourists about the unique qualities of Abisko, and highlight how the researchers are learning more about them.

14

Engage and Inform

MISSING STICKS


Station 1: Active Station

Each active station is broken into three signs which sit within a few meters of each other along the trail. The first acts like a billboard with a provocative statement. This example reads “The Soil Beneath Under Your Feet Is Melting!”.

Next they encounter a low tech interactive station for the visitor to participate with. In this case, two sticks are pushed into simulated permafrost. They can compare the feeling of permafrost levels from 100 years ago, and today.

Finally they will run into a final board, which has a simplified diagram explaining the process of changing permafrost levels. As well as a per-recorded message from one of the researchers. This way the researches can share their findings and work in a more approachable manner.

Each of these stations uses a unified aesthetic to keep in line with the maps, map-stands and website in order to create a cohesive impression of the system.

3. Prerecorded message and explanation station2. Interactive station, where tourists can learn about the natural environment they are standing in, and learn through the perspective of the researcher

1. Eye catching statement to call out to tourists walking down the path

View of the stations out along the trails

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Station 2: Passive Station

Journey End: Photo Vista

After continuing down the trail, visitors will encounter a second station, again containing three elements.

This is a low tech information frame, it layers information onto the landscape behind it. In this case, clearly demonstrating the varying levels of tree lines on the mountains.

Again a simple diagram explains the results of CIRC’s research into the tree-lines, and an audio recording provides a summary of the essentials. The researcher is depicted as a graphic, instead of a photo, because it makes a more human connection, without inspiring tourists to directly seek out researchers and distract them from their work.

This final stage of the journey rewards visitors with a final photo finish. Here the vista also provides an additional information frame which highlights CIRC’s presence as the reason behind why this entire journey exists.

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17

Engage and Inform


Up till this point, the flow of information and in this service has been exclusively one way. When conducting our user tests we found that people often requested to talk to the scientists themselves, perhaps to ask questions or just say thank you.

However due to their tremendous work requirements, the researchers typically do not have large amounts of free time to engage directly with visitors. Instead this system provides an easy and unobtrusive way for visitors to record their impressions of their experience in Abisko, and maybe say thank you to the researchers who provided for the fun excursion they had during the day.

Recording Thank you Station Summary of Trail experience

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1. Open flat pack paper box & plastic screen

2. Go to Abiscope.com and find a video

3. Fold box and insert plastic screen 4. Place phone and play video on top of box

The pop up theater box is a simple folded paper construction that serves as a personal memento of the user’s time in Abisko. It holds additional purpose as a means of spreading the Abiscope service beyond the edges of the city. The Theater Box works with your mobile phone to create a miniature theater in your hand. It contains a clear plastic sheet which reflects the light from your mobile phone screen. Simply go to the Abiscope website, choose a video and place your phone on top of the box. The result? A unique, informative, full motion keepsake for pennies.

The box works in combination with the Abiscope.com website. When viewed on your phone, if you look into specific research projects, it will provide a simple animation and explanation. Each explanation is directly linked to one of the active installations amongst the Abiscope nature trails. In this way, visitors can share and spread the learnings they experienced well beyond the limit of Abisko.

5. The animated video augments the sim-ple cut out Abisko landscape, while it talks about simplified research topic.

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User Testing

Setup

Learnings

Reflection

We conducted 9 user tests of 5 potential touch points from our system. These were:

• The roll up map which functioned as a telescope;• A fixed set of binoculars;• A mobile app which augmented the natural landscape;• Two stand-alone interactive installations ;• A photo vista which prompted the user to take a picture.

The tests revealed that our service would need to maintain a careful balance between guiding the users too much and allowing them complete reign whilst in nature. We also confirmed theories regarding the use of mobile technologies, namely that users were hesitant to involve electronics in the natural environment and during their “time away from cities”.

When given an iPhone App, users attempted to use it at every stage of the journey. They felt too guided when they were explicitly told to take picture, and expressed their disinterest in downloading a “single use app”:

“My phone is already cluttered with these single use apps”

When shown a real picture of a researcher, users wanted to talk to them. Users were disappointed when there was no follow up to investigate the research. Users desired a way to share their experiences with their friends and relatives. Users wanted to thank the researchers for providing this new experience for them.

20

APPENDIX - Final Presentation Video

At Home

Tourist Center

Out in Nature

Returned Home

21

APPENDIX - Full-size Map Image

22

use map as a telescope

hike

telescope mapinfo lens audiomessage

activeinstallation

audiomessage

Physical Artifacts

STF Staff

CIRC Researchers

ANS Technicians

Timeline

Tourist Actions

activeinstallation

info lens benchmapstand binocularswebsite

pre service setup set up

look for potentialvacation spots

find and explore Abiscope website

replenish map suppliesin map stands

record audio messagesfor installations

curate content withconsultant

update audio messagesin installations

update installations at start of summer season

research & plan prepare & travel

inquire about

things to do

pick up telescope

map

inform about service

hand over telescope

map

arrive & inquireat STF

go tooutdoor

binoculars

choose trail

start trail

use map to navigate

trail


hike

catch:read info

engage:interact

withinstallation

active installation info installation


hike vista installation

record audiothank you for CIRC

purchase pop up

theatre box

sell pop up theater box

tourist center

visitAbiscope website

share experience

return to home

maintain all installations

listen to audiomessage

maintain

line of interaction

line of visibility

pre-service main service experience post service

websitemapstand audio recordingstation

audiomessage

popup theatretelescope maptelescope map telescope map telescope mapactiveinstallation

audiomessage

website

inform:listen to audio

message

activeinstallation

catch:read info

engage:look

through lenses


message


hike

telescope map

catch:have a rest

engage:look

through lenses


message

website popup theatre activeinstallation

info lensinfo lens

Physical Artifacts

STF Sta

Timeline

Tourist Actions

line of interaction

line of visibility

no tourist involvement

original journey left intact

designed additional stages

APPENDIX - Blueprint of the System

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APPENDIX - Full-size Connected System Diagram

BACK HOME

CIRC

ABISKO

TOURIST

TRAILS

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service design project report · 2014. 11. 27. · service design project report mfa interaction...

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