[A1] From 10 to 2 cases.

1 of 9

Design teamTo clarify case status.Describe current case status and evaluate work load by noting thoughts and imagine beacon possibilities within each case.

whowhyhow

Case elimination

Aalborg ZooContact to client is not yet establishedGood context for push messagesSolution for the end-userDifferent end-user segmentsZoo is permanent exhibit, limited App update needed. Seasonal industry.Allready have en AppRisk of redesigning existing application, not from Huge Lawn.No real clearly defined pain.

Aalborg zoo already has a very informative and entertaining ap-plication for their visitors, which puts this case on a redesign level. Therefore this case it not taken into further ideation.

Hotels ( First & Cabinn)Contact to client is not yet establishedMultiple end-user context purposesMultiple segmentsMultible solution context(conference, business, holiday, etc.)No real clearly defined pain.Can be partly merged with case 6.Potential for Improved user experience.

This case are taken to further exploration

Bars,Coffee shops,RestaurantsContact to client is not yet establishedContext might be sensitive for push messagesPotential for modernising UX and serviceMultiple segmentsEasy “access” for end-usersNice to have not need to haveLocation for pause assumed high sensitive factor. Possiblity for increaed marketing & improved user experience.

This case are taken to further exploration

Real estate Contact to client is not yet establishedLocal and domestic companiesNew level of marketing potential“common localbased popup”???No clearly defined pain.Potential for improved user experience.

This case are taken to further exploration

Information

Dynamic prizing

Navigation

Order.

Pay (digital wallet)

Unique acces in defined locations.

Triangulation.

End queuing (Tracking)

Help aid

Gaming

Home appliance

Body Cencors

ibeacon functionalities

Case status

2 of 9

As design team we are not interested in conflicting with Huge Lawns work within their case proposals therefore these cases were eliminated. Within this process we became aware that some cases were more likely functions or could be added onto any case, there-fore these were eliminated. The rest was not really interesting to us, so following four cases were taken into the further process.

Bars,Coffee shops,restaurantshotelsretailreal estate

fair and ConferenCe• Huge Lawns idea, not a request from a client.• HL will test beacon concept on conference 19th of march on

business conferance• Multiple approaches• The pain is hard to clarify, Nice to have• Real case testing possibility

Huge Lawn is already working on this project. There is a near future deadline for this project that did not fit with our project deadline, and the design team does not wish to conflict in their process.

skallerup seaside resort• Contact can be established through Huge Lawn• Possibility to participate in workshop with them in April• Client has requested better navigation function in their app.• Pain - Geofencing is not accurate.• Redesign of existing application developed by HL.• Context esting possibilities.

At this point Huge Lawn have some loose ideas regarding imple-menting ibeacon here. They have set up a business meeting, to present ibeacons in April 14. We see the project as being at rede-sign level at this point. The case is not taken for further exploration.

shopping• Direct contact can be established to Friis, sct.Mathias centeret

i Viborg & Aalborg city center through Huge Lawn.• Complete Mall solution potential• Predict enormous information architecture, constant update

need.• St. Mathias centeret allready has an App, this is therefore a

redesign. Though they have expressed interest in ibeacons. • Pain - Geofencing is not accurate. (Viborg)• Context testing possibilities.• Profit to HL, they have a platform that can be implemented in

more centres.• Friis and Aalborg city forening does not have an app.

autisme Center• Direct contact to “Center for Autisme” through the two employ-

ees who allready are working with this subject. • Very clear demands and wishes for the end-users.• Network possibilities, they have contact with Aalborg munici-

plaity.• End user contact (nursing assistant)• Scalability potential (ww)• User & context testing• Cognitive layout/ux

An obvious master thesis project case to choose. But the de-sign team have already done a help aid project before. This was eliminated because the design team wanted to do a commercial project.

network BeaCon• Client contact have to be established (Do not know who to

contact)• Complex information architecture, constant update need.can be addet to Fair & Conference case.• Not concrete and very open case/Idea.

This is not really a case, it is more likely a loose idea at this point, its hard to concretise and are therefore eleminated.

retailRetail is not really one case, it is still too open in relation some of the other cases. But either way the following is status:• Contact to client is not yet established• Shopping and retail in general is a known area for the design

team• “easy” acces to end user, shops open for everyone• blogger trend???• Might have access to Only and Veromoda through huge lawn.• Rumours about IKEA wanting to be completely self serviced.• Might have access to Bolia through Huge Lawn (?)• Imagine it requires enormous information architecture and

system integration, constant need for updates.

From previous experience establishing contact and collaboration with huge corporations like IKEA etc, is almost impossible, with that in mind retail as industry is still taken for further exploration.

3 of 9

Case exploration

As mentioned the retail area is enormous, therefore supermarkets was the starting point for retail exploration.In silence the design team noted on the same brainstorm paper - noted things like user types, employee, tasks, interests, activity, intentions.

Focusing on the hotel industry, user types, employee, tasks, inter-ests, activity, intentions were noted on a brainstorm paper;

Then approaches for staying at hotels were noted as was scenario sentences;

After this heads were emptied and the next step was to formulating scenarios via sentences. Focus was to imaging which approaches customers would have when going to a supermarket.

After formulating scenarios sentences for supermarkets, the same exercise were done focusing on the clothing industry.

After formulating scenarios to both retail and clothing industry the same session was started over and done the hotel industry

During this session, we became aware that the exercise did not really provide us with much insight, and was not a good way to move on with the project. Therefore this session was stopped.

Why this happened can have several explanations. The session might not have been well structured, maybe we lost the focus during the session, never the less it made us reflect “in progress” and we decided to take another approach.

Although this was the first further exploration of cases, after dif-ferent desktop researches, it still provided us with clearance. Our heads were emptied for ideas that have been rumbling around while researching. It opened up a valuable discussion that let to clarify that; - We needed specific scenarios to explain case potential

retail

hotel

Design teamTo figure out in which cases user experience can be im-proved by implementing ibeacons, it is necessary to explore all four cases deeper. This is done by imagine possible existing scenarios and meanwhile note spontaneous ideas.

whowhy

how

4 of 9

imaginary sCenarios Design teamTo explain the current case potentials, imaginary scenarios within each case have to be clarified.This is done by use of imagination and knowledge from research and life experience.

whowhy

how

To make sure that we did not end up with no result we started look-ing at the cases from backwards order.

1 - self guide kit

In Real Estate there are three main actors, a seller, a buyer and an estate agent.

The seller wants- His house sold to the highest prise possible- Does not want to handle the trouble and difficulty - A trustworthy estate agent

The buyer wants- A new home - An overview over possibilities whithin a budget- A trustworthy estate agent- Inspection coordination- Access to inspect

The estate agent wants- Effective inspections - To use sales psychology- To provide negotiation

real estate

3 - supermarket

If customers accept an application to a supermarket, they could plot in all their basic groceries. When walking around in the store, a customer can receive a push notification reminder to buy their basic groceries. The ibeacon will make sure that the reminder appears on the customers phone, when the customer reach a near distance, to that specific grocery.

The customers could choose which offers they would like to receive in store. If a customer knows that he/she will have guests i a near future, the customer could register that he/she wants pushes on special items within the next two weeks, when shopping for basic groceries.

Different scenarios can be formulated within this context. All people needs food, many goes shopping for food several times within a week. There are different customers, with approaches for coming to the store, and approaches differs for the individual customer from time to time.

Potential collaborative partners: Coorp Dk, Dansk Supermarked, Rema 1000

retail sCenarios

2 - information appliCation

In hotels the welcoming information folder could be replaced with an application, the beacons could send a welcome push to the customers, guide them through their possible activities and func-tion as indoor navigation.

Potential collaborative partners: Cabinn, First

hotel sCenarios

The estate agent can sell this kit to people who cannot afford or will not hire an estate agent. Thereby private sellers do not have to be present to show possible buyers around in their house.

Security should be incorporated so only the specific interested buy-er can enter the house in a specific time. There might be a need for surveillance and burglary protection.

Potential collaborative partners: EDC, Realmæglerne, Home, Danbolig

By implementing ibeacon technology in houses a self guide kit for buyers can be developed. Then the estate agent dose not have to be present at the inspection. This could ease the coordination and the buyer can inspect a house of interest within a self chosen time frame. The estate agent can mount beacons in the different room, and push notifications can explain about the house when the buyer are placed within a specific location.

Every human need to go to a supermarket to purchase food gro-ceries, therefore it is assumed that there are many approaches for going here. Contact have to be established to this industry to gain more insight.

The hotel industry can be sensitive to technology implementation, because people go here to relax and be undisturbed. Hotels near by are small and the scenarios does not really need the beacon functionalities to work, therefore this branch is eliminated at this point.

The Real estate context is not well known to the design team and therefore contact establishment is essential.

5 of 9

imaginary sCenariosContinued

The outcome of this exercise provided us with five more specific case scenarios.

It was clear that contact had to be established to some potential partners to gain more insight and move on with the project.

The scenario construction also gave a reminder to look into human approaches in connection to the restaurant industry.

The hotel industry was eliminated and Bar, coffee shop and restau-rant was reduced into restaurant industry. Following scenarios are brought into the further process.

self guide kitretaildrive infast food Chains Café environment - desk ordering

4 - drive in

If ibeacon technology were implemented in zones, the customer could have an order pre installed then when driving to a beacon zone, then the order will be activated, the customer pays and when the food is ready the customer can drive to the pickup area an collect the order.

Thereby no staff person have to take the order, and can focus on making the order.

Potential collaborative partners: Mc.Donald´s, Burger King, Bakery in City Syd Aalborg.

Bars,Coffee shops,restaurants

5 - fast food Chains In fast food chains the customer could order via phone in stead of standing in line, pay through a smartphone. The chain makes the order and sends a push notification to the customers smartphone when the order is ready to be picked up.

Hereby the customer do not have to stand in a physical line, are able to pay right away. A loyalty program can be incorporated so regular customer could get something for free every tenth time they visit - like coffee stamp cards.

Potential collaborative partners: Mc.Donald´s, Burger King, Sub-way, Sunset Boulevard, Baresso.

6. Café environment - desk ordering

The customer walks in and take a seat, makes an order via his/her smartphone, the staff brings the food when its ready, the staff are able to send addtional sale push notifications to the customers without disturbing in person. The customer can agree to the addi-tional sales notifications if they want, and have another look in the menu. When the customer is ready to pay he/she can pay via the smartphone and leave the café.

The café can have a loyalty program for regular customers, or offer customers to read new papers or magazines in store.

In this context queue to the counter for either ordering or paying can be eliminated. If customer do not like personal interaction, this can be avoided. The customers can go through the menu without hasten the ordering process in sake of the staff.

In this context an awareness on service level, value i personal interaction, amount of push notifications, peoples approaches and expectation to the context have to be taken into the account. The context can be sensitive to digital disturbance, since people today might expect to be taken care of, not disturbed when going out.

Potential collaborative partners: Café Ulla Terkelsen London and other desk ordering cafés.

When formulating scenarios to the Bar, coffee shop and restaurant industry it became clear that the scenarios are aimed at the restau-rant industry at this point. People come into this industry in their spar time, and it is imag-ined that incorporating a technology in this industry can be rather sensitive. Contact have to be establish contact to this industry for further insight.

6 of 9

restaurant industry types and approaChes Design teamWhile construction imaginary scenarios it became clear that the restaurant industry could be sensitive to new technology. Different types of restaurants had to be understood.Doing desktop research to categorize and define human use approaches based on own experiences.

whowhy

how

Type

DescripTion

reference

prise level

personal service

fooD selecTion

fooD qualiTy

aTmos-phere

Time spenD

cusTomizaTion level

ExpEctations to ovErall sErvicE

Quick service restaurant - Ordering at counterFood in packaging - Self service - Pre pre-pared food - Take away.

fasTfooD

macdonnals - burgerking - sunset - subway - bogø - nadjas.

Fast and easy service, get what I pay for. Ordering and paying at counter. Self-pick up. 0-5 min waiting time

Not expected - but I would liked to be informed about relevant offers

Get what I pay for - Cheapest eat-out option.Easy lucid prises

easy lucid menu.

initial expectation that the things I order looks like the picture. Reality - I know it dose not. No complains if its a bit different. But still fresh food/freshly made food.

Do not expect any.

Clean tables if I eat in. Minimalistic and functional.

t/a: max 10 min. 20-40 min

Ordering at counter - Semi self service - Self-additional ordering - Food served on plates - Paying at counter - Pre prepared food - “Food heating”

fasT casual

Ulla Therkelsen - Café vi to - Klostertorvet

Lower amount of self service. Ordering and paying at counter. Receiving food at table. 10-15 min waiting time

Additional information, and answers on clarifying questions form staff. To get the food served.

Get what i pay for. Bit higher prices than fast food.

Easy lucid menu. Choice of starter - main - desert - coffee. Choice of drinks and alcoholic drinks

Fresh ingredients. Some homemade optionsMedium visual appealing level

To deselected or exchange minimum amount of ingredients

Cozy, relaxing - like inviting a friend over.(Living room - games)

40min- 1,5t

Table direction/or self seating - Ordering from table - Food served on plates - Waiter check up - Direct additional ordering - Paying at table or counter - Cosy modern atmosphere focus - Drinks menu - Can turn into nightclub.

casual Dining

Stygge krumpen - Saltlageret - Café Minister-iet - Club Vesterå

That I will be taken care of from going in to out. 15-20 min waiting time.

Higher service, friendly and informed person-al. Waiter check up, served food. Additional sales options during stay

A bit higher than fast casual. but not the most expensive option.

Easy lucid menu and pricing.Starter - main - dessert - coffeeChoice of drinks and alcoholic drinks

Fresh ingredients. Some homemade option.House specialtiesVisual appealing

To deselected or exchange of ingredients. To add ingredients for additional cost. Alter-natives if allergies or vegetarian.

Cozy, relaxing. Attention to interior. Nice and clean.Staff dress code.Nicely dressed co-customers

1 time - 2timer

Table direction/ or self seating - Ordering from table - Food served on plates - Waiter check up - Direct additional ordering - Pay-ing at table or counter

casual family Dining

Restaurant flammen - Jensens Bøfhus - Bones

That I will be taken care of on a “machine service” level. Buffet access immediately after ordering. 15-20 min time

Same as casual dining

Same as casual dining

Easy lucid menu. choice of starter - main - desert - coffee.

But fresh food in buffet and freshly made food on the plate.

Expect to be able to deselected ingredients

Disturbance by other customers - family restaurant-canteen atmosphere.

1 time - 2timer

Table direction - Ordering from table - Specific menu specialties - Wine specialties menu - Relaxing atmosphere focus - Food served on plates - Waiter check up - Direct additional ordering - Paying at table

fine Dining

Pingvin - Restaurant Mest - Søgaards Bry-ghus - Mortens Kro - Azzura

That I will be taken care of all they way from going in to out. Free appetizer.25-30 min waiting time.

High personal service, friendly knowledge personal. Recommendations that fits my requirements. Waiter check up, served food. Additional sales options during stay

Expect to get what I pay for. To be surprised by receiving more in terms of personal service.

Easy lucid menu and pricing.Starter - main - dessert - coffee- Drinks - vines - alcoholic drinks.

Fresh ingredients. House specialties - everything homemade. High visual appealing level. “Eat with eyes”

Expects a high level of course combination = no need for personalization.Expect alternatives if I have allergies or are vegetarianNeat and nicely atmosphere. “Personal space” around tables. Only “disturbance by waiter” - same waiter all evening. Plants and candles. High quality in visual identity

1,5 time - 4 timer

The expectation for personal service increases from Fast Casual to fine dining, these restaurant types seems to be more sensitive. Focus is set on fast food industry.

drive infast food Chains Café environment - desk ordering

Lots of self services, and customers does not expect high level of personal service.

customers expect a medium level of personal service. They expect to be served by a waiter.

Customers expects a bit personal service, but are willing to stand in line to order and pay.

Customers expect a high level of personal service, quality food and to be served during their entire stay.

fast food industry Casual dining industry

fast Casual industry fine dining industry

7 of 9

Real estate (self guide kit)

RestaURaNt (Drive in)

RestaURaNt (Fast food chains)

RestaURaNt (Desk ordering)

RetaIl (supermarket)

ContaCt establishment Design teamTo get more insight within the case scenarios, direct con-tact was tried to establish for further branch insight.A project information sheet was made and based on this calls visits and emails was conducted.

To be able to pitch the project when contacting people an infor-mations sheet is developed to stay focused. Illustration X show the main structure. See appendix for further details.

Before calling the different companies (see illustration). Websites were looked through to find out if they were interested in student collaboration. Based on previous experience other companies could be eliminated as well, because access would be nearly non existing. This eliminated some contact possibilities see illustration X for further contact journey.

After the contact journey, initial contact was established to Sunset Boulevard and Salling. The real estate case was eliminated as well as some imaginary scenarios within Retail and Hospitality, the focus is left on:

retail = salling/fØteXfast food Chains = sunset Boulevard

CONTACT PITCH- Introduction (we are)

- Project focus

Improve user experience with new technology

Develop an application that have a new layer

- Technology functions

- Usage examples in their industry

- Advantages for them

- We want/need

A contact person

Acces to employees and customers

whowhy

howEDCHomeDanbolig

Mc.Donald´s, Burger KingCity Syd Bakery

EDC visited, they offered 5 minuts for pitching to a real estate agent. The agent was skeptic towards the idea, because human interaction is highest priority. She saw potential for technology implementation in “open house” inspection, since it can be hard to reach all buyers in these situations. It would require easy and quick system setup.

After visiting EDC, it was clear how hard it was to com-municate the project at this point, and since a potential contact to Sunset Boulevard was in progress Café Ulla Therkelsen was eleminated at this point.

Due to website they are open to student projects. After a call, it was advised to contact the local Føtex or Salling, and ask for their store managers. At Salling a 5 minutes pitch for the store manager were conducted. He sounded interested and an email explaining the project were send, so he cloud set up meetings, with relevant employees.

They are located near by, could not get through by calling. Decided to visit.

Are not interested in participating in student projects.

It was decided not to establish contact at this point, since contact to Salling was in progress.

Do not have an interest in collaborating with students, so they were eliminated

Is a Danish chain, and are interested in hearing from students. A call to their main office in Esbjerg was set up. The secretary directed attention to contact the market-ing manager in following week due to holiday.

The first two companies are international, from experience it is clear that chains are hard to establish contact. Implementing ibeacons would probably not much value in the this scenerio. Therefore this scenario was eliminated.

Sunset BoulevardMc.Donald´s, Burger KingSubwayBaresso

Coop Danmark (Superbrugsen, Daglig brugsen, Kvickley, Irma Fakta, Fakta Q)Dansk supermarket(Netto, Føtes, Bilka, Salling)Rema 1000

Café Ulla Therkelsen

information sheet

ContaCt journey

BranCh aCCess

illusrtration X

8 of 9

Context observationsDesign teamContact establishing is still ongoing, meanwhile some context observations and shadowing within the cases were conducted.The shadowing part is done as obstructive as possible. The observing part of the session will be to keep an eye on user segments, clarify service touch points and user journey for the customer and note employee tasks, record visiting time, map customer and employee movement.

By observing the context real time insight was provided to the proj-ect. It clear that at Sunset Boulevard the observation session were easier to accomplish, since the context was smaller, it was possible to sit down and keep an eye on customers, without getting noised. This session showed that even though Føtex and Salling Super serve customers within the same industry they differ a lot. Therefore it was decided to zoom out and discuss the different types of supermarket, as was earlier done for the restaurant industry.

whowhy

how

sunset Boulevard fØteX

salling super

session time 11.45-13.00

Customer Journey notesThe customer meet signs outside, walks in, meets more signs, stand in line, order at counter, pays either by card or cash. The service employee hands over a receipt with an order number, and an empty cup, if the customer have ordered drinks. If drinks are ordered the customer walks to the drinks counter, fills up the cup, before finding a table. From the table the customer keeps an eye on a screen, when the order number appears, the customer walks to the pick up area to collect the food and walks back to the table. Here the customer eats the food, gathers garbage, and puts the garbage in the bin before walking out of the restaurant.

Customer segmentsMostly families, couples and teenagers.

immediate experienCe - design team.Signs are uninformative, and its hard to get a real overview. Most tasks are left to the customer. There was a mix-up between food received and food shown at the delicious pictures.

session time 09.00-09.45

Customer Journey notesDifferent customers stopped at different locations, all journeys were different. Some went directly to what they were aiming for and they quickly to the counter. Others were more relaxed and stopped after interest during their visit, they used more time inside the store.

Customer segmentsSenior citizens, mothers with small children/babies, women around the age of 40+.

immediate experienCe - design team.The store is huge and it was quite hard to follow customers without getting noised, as well as keeping track om them. The store had an overwhelming amount of signs, from ceiling signs, rank signs, shelf signs to individual goods signs. Eight out of fourteen counters were self service.

session time 10.00-10.30

Customer Journey notesThere were only a few customers at this time. The shop is smaller than føtex.

Customer segments

immediate experienCe - design team.The first thing happening when entering the store was a very kind “can I help you” from the lady in the butcher department. There was not really any customers to track at this time. When walking around in the store another employee addresses us to offer help. The amount of signs are huge, as in Føtex, but it is clear that Salling Super aims themselves at another type of customer segment.Salling in regards to Føtex is primarily food. Special/exclusive food. The prize level is higher than Føtex and the quality seems to follow up. There are only one shelf with household products like shampoo, toilet paper, soap etc, which is a low amount compared to Føtex.

9 of 9