1. January 2012
Immersion: Early Research Overview
Collaboration in Transit: Insights and Exploration for Indian Market
Prepared by:
Amit Jaiswal, Ekta Paraswani, Ritesh Rajan and Shikha Nambiar
Atul Saraf (Lead Facilitator)

2. Table Of Content
Introduction
Project Team
Background
Project Objective
Approach
• Identification of spaces
• Enablers of collaboration
Primary research methods
Next steps

3. 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

4. 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.

5. Table Of Contents
Introduction
Project Team
Background
Project Objective
Approach
• Identification of spaces
• Enablers of collaboration
Primary research methods
Next steps

6. Project Team: Students
Amit Jaiswal
Ekta Paraswani
Ritesh Rajan
Shikha Nambiar
Product Design
3rd Year
Furniture & Interior Design
3rd Year
Visual Communication
3rd Year
Visual Communication
3rd Year

7. Project Team: Labs Staff
Atul Saraf
Girish Prabhu
Sr. Innovation Consultant
(Lead Facilitator)
Director

8. Table Of Content
Introduction
Project Team
Background
Project Objective
Approach
• Identification of spaces
• Enablers of collaboration
Primary research methods
Next steps

9. Background
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?

10. Table Of Content
Introduction
Project Team
Background
Project Objective
Approach
• Identification of spaces
• Enablers of collaboration
Primary research methods
Next steps

11. 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

12. Table Of Content
Introduction
Project Team
Project Objective
Background
Approach
• Identification of Spaces
• Enablers of Collaboration
Primary Research Methods
Next Steps

13. Identification of Spaces
Place vs. Space
Place
• 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
Home
Space
• 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 variables
Therefore space is composed of intersections of
mobile elements2
Hotels
Office
1. Transit Space: nomads mobile place; Widianto Utomo, designer
2. Ibid
Cafes
Clubs n Spa

14. Identification of Spaces
In- Transit Spaces: The Evolving Roles
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
• 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
Airports
Railway St
Bus Stop
• 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
Future Offices
Future Airports

15. Identification of Spaces
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
Synchronous
Asynchronous
Involves two or more people exchanging information at the same time
E.g. Face-to-face meeting or virtual interaction.
Involves an exchange of information at different times
E.g. Email
3. Definition from Wikipedia: http://en.wikipedia.org/wiki/Collaboration

16. Identification of Spaces
Synchronous
Advantages
• One of the advantages of synchronous
(virtual) collaboration is its immediacy.
You can send and receive information
right away
Disadvantages
• All the parties involved must be ready
and willing to collaborate at a given
moment or the session does not work
as well
Face to Face
• Although instant messaging, chat and
other such tools are becoming more
common, they are still not as ubiquitous
as technology such as email
Video Conferencing

17. Identification of Spaces
Asynchronous
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
E-mail
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

18. Identification of Spaces
Identifying various in transit spaces across different sectors
Sectors and their respective transit spaces were identified where various types of
collaboration occurs
Healthcare
Transportation
Education
Recreation
Work-Spaces

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

20. Health Care
Transportation
Education
Recreation
Primary Reason To Go To The Spaces (LHS)
Work spaces
Soft Attributes/Enablers (RHS)
100%
High
90%
Interaction
80%
Meeting
Colleagues
70%
60%
Exchange
of Ideas
50%
Medium
40%
Meeting
Patients
Breaks
Interaction
30%
Personal
Meetings
CAFETERIAS
LOBBY/
RECEPTION AREA
STAIRWELLS/
PARKING LOTS/
SMOKING ZONES
CORRIDORS/
HALLWAYS/
LANDINGS
Spontaneous
Exchange
of Ideas
Connect
Informal
Spontaneous
Casual
Take a Breather
Laid Back
Distraction
Informal
Breaks
Comfort
Casual
Connect
Ambience
Informal
Meeting
Clients
Comfort
Casual
Take a Breather
Laid Back
Ambience
Informal
0%
Planning
Comfort
10%
Distraction
20%
Low

21. Health Care
Transportation
Education
Recreation
Work spaces
The various transit spaces in a Transportation sector are:
Taxi Stops, Bus Stops, Railway Stations, Airports (mostly Waiting Rooms, Lounges)

22. Health Care
Transportation
Education
Recreation
Primary Reason To Go To The Spaces (LHS)
Work spaces
Soft Attributes/Enablers (RHS)
High
100%
90%
80%
Pick/Drop
Somebody
Book Tickets
Pick/Drop
Somebody
70%
60%
Pick/Drop
Somebody
50%
Medium
40%
30%
AIRPORT
RAILWAY STATION
BUS STOP
Privacy
Laid Back
Connectivity
Ambience
Casual
Informal
To Commute
Comfort
Privacy
Laid Back
Connectivity
Ambience
Casual
Informal
To Commute
Comfort
Privacy
Laid Back
Ambience
Casual
To Commute
Informal
0%
Comfort
10%
Connectivity
20%
Low

23. Health Care
Transportation
Education
Recreation
Work spaces
The various transit spaces in a Education sector are:
Lobby, Cafeterias, Staircase Landings, Library

24. Health Care
Transportation
Education
Recreation
Primary Reason To Go To The Spaces (LHS)
Work spaces
Soft Attributes/Enablers (RHS)
100%
High
90%
Group
Preparation
80%
Gather
Information
70%
60%
Feedback
Sessions
Quick
Discussions
50%
Medium
40%
30%
CAFETERIAS
LIBRARY/
STUDY HALLS
CORRIDORS/
HALLWAYS/
LANDINGS
Spontaneous
Distraction
Silence
Unguarded
Free
Exchange
of Ideas
Comfort
Privacy
Silence
Unguarded
Free
Study
Comfort
Privacy
Ambience
Casual
Informal
0%
Planning
Comfort
10%
Laid Back
Breaks
Connectivity
20%
Read
Low

25. Health Care
Transportation
Education
Recreation
Work spaces
The various transit spaces in a Recreation sector are:
Bars, Parks, Cafes, Food Court, Parking Lots etc.

26. Health Care
Transportation
Education
Recreation
Primary Reason To Go To The Spaces (LHS)
Work spaces
Soft Attributes/Enablers (RHS)
100%
High
90%
Meetings
80%
Hangout
70%
Hangout
Hangout
60%
Socializing
50%
Medium
Music
40%
Meetings
30%
Shop
COFFEE SHOPS
RESTAURANTS
PUBS
MALLS/
EXHIBITIONS
Noticed
Sense of Esteem
Distractions
Ambience
Eat/Drink
Informal
Noticed
Sense of Esteem
Distractions
Ambience
Eat/Drink
Informal
Valued
Sense of Esteem
Semi-Formal
Privacy
Silence
Ambience
Eat/Drink
Comfort
Privacy
Silence
Unguarded
Flexible
Ambience
Eat/Drink
Informal
0%
Comfort
10%
Comfort
Socializing
20%
Low

27. Health Care
Transportation
Education
Recreation
Work spaces
The various transit spaces in a Work Space sector are:
Cooler Area, Lobby, Smoking Area, Cafeterias, Printing Corner, Staircase

28. Health Care
Transportation
Education
Recreation
Primary Reason To Go To The Spaces (LHS)
Work spaces
Soft Attributes/Enablers (RHS)
100%
High
90%
80%
Personal
Conversation
Personal
Conversation
Connect
70%
Interaction
Enhance
Relationships
60%
Personal
Conversation
Interaction
50%
Lunch
Meeting
Medium
40%
Feedback
Session
30%
Interaction
CAFETERIAS
COFFEE MACHINES/
WATER COOLERS
STAIRWELLS/
PARKING LOTS/
SMOKING ZONES
OUTDOOR RETREATS
Distractions
Energizing
Unwind
Ambience
Connect
Informal
Soothing
Distractions
Unwind
Informal
Breaks
Comfort
Energizing
Distractions
Unwind
Breaks
Informal
Unwind
Ambience
Breaks
Informal
0%
Comfort
10%
Distractions
Energizing
20%
Comfort
Team
Building
Low

29. Table Of Content
Introduction
Project Team
Background
Project Objective
Approach
• Identification of Spaces
• Enablers of Collaboration
Primary Research Methods
Next Steps

30. Enablers of Collaboration
Privacy
The state of being free from unsanctioned intrusion
The condition of being secluded from the presence or view of others
Proximity
The distance between two people physically present before each other
Informal
Not of a formal, official, or stiffly conventional nature
Appropriateness
Constructive
Distraction
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.

31. Evaluation of soft attributes provided by spaces
High
Medium
Low
Lowest
Constructive
Distraction
Lounge
Appropriateness
Cafes/Pubs
Informal
Constructive
distraction
Appropriate
ness
Privacy
Staircase
landings
Privacy
Proximity
Informal
Appropriate
ness
Lobby
Proximity
Appropriateness
Privacy
Informal
Cafeteria
Informal
Proximity
Privacy
Appropriate
ness
Privacy
Informal

32. Attributes that enable collaboration in-transit
Connectivity
Constant feedback is a major requirement during instances of virtual
collaboration which can only be fulfilled if there is instant connectivity
Security
Certain work environments require a secure network for
collaboration, which is perhaps a crucial point for virtual collaboration
Quality
Better collaboration can happen in environments which provide an
infrastructure dedicated to virtual collaboration
Variety
An array of tools which can be utilized appropriately, catering to the
immediate need of the collaboration

33. Enablers Of Virtual Collaboration
Text text text Text text text Text text text Text text text Text
text text Text text text Text text text Text text text Text text
text Text text text Text text text
Text text text Text text text Text text text Text text
text Text text text Text text text Text text text Text
text text Text text text Text text text Text text text
Variety
Connectivity
Security
Text text text Text text text Text text text Text text
text Text text text Text text text Text text text Text
text text Text text text Text text text Text text text
Collaboration
Quality
“I wish even start-ups like us could have access to the
facilities provided by companies like Infosys.”
Ranjith Kartha

34. Table Of Content
Introduction
Project Team
Background
Objective
Approach
• Identification of Spaces
• Enablers of Collaboration
Primary Research Methods
Next Steps

35. Immersion Activities
Understanding
the Space
Early User
Research
Concept
Exploration
Early Observations and
Findings
Focus Setting
Research
Preparation
Trends Research

36. Primary Research Methods
• 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)

37. Interview Protocol
Collaboration
What 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 travel
How 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 transit
What enabled/prohibited the collaboration?
What were the tools used for communication?
Pain points
Improvement areas for better collaboration
What aspects could you possibly improve upon for future
collaboration?
What new service /product would you like to have in that
space in the future?

38. 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 people
Are 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?

39. Personas
Pranav Prajapati
Zia Khan
Kabir Malothra
Vinkitha Menon
Financial Analyst
5 lacs
Senior Developer
6.5 lacs
General Manager
1.5 crs
Director
1.5 crs
Anand Kumar
Jessica D'souza
Varun Podar
Riya Rai
Freelancer
12 lacs
Creative Associate
11 lacs
Proprietor
50 lacs
Doctor
35 lacs

40. Personas ─ 1 of 8
The Aspirer
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.
Name
Age
Pranav Prajapati
27
Working For
Citigroup
Qualification
MBA
Designation
Salary per year
No. of Dependence
Lives in
Likes
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.
Financial Analyst
5 lacs
Nil
Mumbai
Movies, Music, Reading,
Sports & Travelling
Spending Power
Rational Buyer
Low
Medium
High

41. Personas ─ 2 of 8
The Economical
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.
Name
Age
Zia Khan
She wants to take a trip to Europe with her husband
in the future.
27
Working For
IBM
Qualification
IITian
Designation
Salary per year
No. of Dependence
Lives in
Likes
Senior Developer
6.5 lacs
2
Bangalore
Movies, Reading, Dancing &
Shopping
Spending Power
Rational Buyer
Low
Medium
High

42. Personas ─ 3 of 8
The Illustrious
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.
Name
Age
Kabir Malothra
54
Working For
Taj Group
Qualification
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.
B.Sc., MBA
Designation
Salary per year
No. of Dependence
Lives in
Likes
General Manager
1.5 crs
2
Delhi
Art Collector, Golf, Clubs and
Cars
Spending Power
Rational Buyer
Low
Medium
High

43. Personas ─ 4 of 8
The Philanthropist
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.
Name
Age
Vinkitha Menon
54
Working For
Ford Motors
Qualification
ME, MBA
Designation
She intents to take voluntary retirement in the next
few years as she wants to put her entire time in her
social activities.
Director
Salary per year
No. of Dependence
Lives in
Likes
1.5 crs
5
Noida
Charity, Cooking, Reading
Spending Power
Rational Buyer
Low
Medium
High

44. Personas ─ 5 of 8
The Freelancer
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.
Name
Age
Anand Kumar
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.
35
Working For
Ogilvy
Qualification
Bcom
Designation
Salary per year
No. of Dependence
Lives in
Likes
Freelancer
12 lacs
2
Pune
Electronics, Clubs, Parties,
Gardening & Travelling
Spending Power
Rational Buyer
Low
Medium
High

45. Personas ─ 6 of 8
The Multi-tasker
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.
Name
Age
Jessica D'souza
35
Working For
Leo Burnett
Qualification
Bach in Mass Media
Designation
Salary per year
No. of Dependence
Lives in
Likes
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.
Creative Associate
11 lacs
2
Mumbai
Reading, Painting, Music and
teaching
Spending Power
Rational Buyer
Low
Medium
High

46. Personas ─ 7 of 8
The Striver
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.
Name
Age
Varun Podar
41
Working For
Builder
Qualification
Bcom
Designation
Salary per year
No. of Dependence
Lives in
Likes
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.
Proprietor
50 lacs
~5
Raipur
Cars, Mainstream Movies,
Clothes, Food and Gold things
Spending Power
Rational Buyer
Low
Medium
High

47. Personas ─ 8 of 8
The Perseverant
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.
Name
Age
Riya Rai
She wants to complete her MD before her daughter
goes to college
41
Working For
Calcutta Hospital
Qualification
MBBS
Designation
Doctor
Salary per year
35 lacs
No. of Dependence
Lives in
Likes
3
Calcutta
Reading, Classical Music,
Art gallery etc.
Spending Power
Rational Buyer
Low
Medium
High

48. Participants
Age group
Entrepreneurs
Employed
Location
25-35
4
2
Bangalore
35-50
1
3
Bangalore

49. Table Of Content
Introduction
Project Team
Background
Objective
Approach
• Identification of Spaces
• Enablers of Collaboration
Primary Research Methods
Next Steps

50. 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