Settlement-A cafe for young nomads to communicate

SETTLEMENT
A Cafe for Young Nomads to Communicate
Course Leader:
Dr. Xin XiangYang
Prepare by:
SHAO ZhouYi
09529391G
2010 MDes Interaction Design, School of Design
The Hong Kong Polytechnic University

TABLE OF CONTENT
1. INTRODUCTION
2.PHASE 1 - Identifying Opportunities
2.1. Rationale
2.2. Target User Group
2.2.1. Traditional Nomads
2.2.2. Modern Nomads
2.2.3. Defining Target User Group
2.2.4. Target User Group Analysis
2.3. SET Factors Analysis
2.4. Product or Service Opportunity Gaps
2.5. Weighted Matrix
2.6. Defining Opportunity
3. PHASE 2: Understanding Opportunities
3.1. Rationale
3.2. Existing Product/ Service
3.3. Positioning Map
SD 5202 Innovative Products and Services Development
SHAO ZhouYi, 09529391G
2

3.4. Value Opportunity Analysis (VOA) of Existing Product/ Service
3.5. Product/Service Criteria
4. PHASE 3: Conceptualizing Opportunities
4.1. Persona & scenario
4.2. Product Concepts
4.3. Weighted Matrix for the identified concepts
5. PHASE 4: Realizing Opportunities
5.1. Benchmarking VOA
5.2. Skateholders Analysis
5.3. Task Analysis about User Experience
5.4. SETTLEMENT System Prototyping
6. CONCLUSION
7. REFERENCES
8. APPENDIX
3

1. INTRODUCTION
The processes used by this paper are based on the Creating Breakthrough Products by Cagan and Vogel (2002). This paper deals with
the whole exploration of a new product/service based on four main stages:
•PHASE 1 - Identifying Opportunities
•PHASE 2 - Understand Opportunities
•PHASE 3 - Conceptualizing Opportunities
•PHASE 4 - Realizing Opportunities
The objective of this paper is to find an opportunity gap and develop an innovative product or service based on the tools such as SET
factors, Value Opportunity Analysis and Positioning Map etc. The whole phases will narrow down the opportunities and find out the final
concept through all phases.
4

5
2. PHASE 1 - Identifying Opportunities

2.1. Rationale
Identifying an opportunity in first phase of iNPD process includes three main parts: user group, SET factor analysis, and product
opportunity gaps. In order to understand users’ behaviors and habits, three aspects (basic needs, wants and worries) are considered to
categorize information about young nomads, which is essential in this case since nomad is a new type of people and there doesn’t have
a lot of researches on them. Based upon user group analysis, several SET factors from the social, economic and technological aspects
are listed in order to explore the product opportunity gaps (POG’s). Finally, weighted matrix is used to narrow down the opportunity gaps
and find out the most suitable one.
6
PHASE 1 User Group SET Factor Analysis POGʼs Weighted Matrix
{ } PHASE 2
Primary Research Secondary Research
•Social
•Economic
•Technological
Narrow down the opportunities

2.2. Target User Group
2.2.1. Traditional Nomads
In this case, target user group is nomad who moves from one location to another in order to seek for a better opportunity and life. The
term nomad is a Greek word which means those who let pasture herds. Nomadic cultures are categorized in three according to economic
specialization [1]:
•Nomadic hunter-gatherers are the people moving around to chase the food.
•Pastoral nomads move between several different homes throughout the year according to where the best resources are at any given time.
•Peripatetic nomads refer to mobile populations moving among settled populations offering a craft or trade.
7
Left: Traditional Nomads
Right: Modern Nomads
Resource: http://blog.dialaphone-blog.co.uk/blog/
2008/05/01/the-ultimate-guide-to-becoming-an-
urban-nomad/

2.2.2. Modern Nomads
Traditional nomadic behaviors are increasingly rare in industrialized countries. However, the idea of the modern nomads has risen and
cannot be ignored anymore. The way of modern nomad’s living has even become a lifestyle, which has an appeal for the modern
individual. The traits that make up the nomadic lifestyle are seen as beneficial in their contrast to the modern, more stationary, way of life.
[2] There are some reasons that people pursuing nomadic lifestyle:
•People are easy to get bored with their lives and trying to find out change.
•The urban lives restrict people in many ways. People cannot arrange their lives following arbitrary and are limited in the working days, distances of travel
and social circumstances, etc. The nomadic life represents freedom from all of these constraints.
•Different places means different cultures and experience. The nomadic life provides more working opportunities.
2.2.3. Defining Target Users Group
Based on the modern nomads lifestyle, the focus target users are narrowed down to young nomads who are energetic, curious and
ambitious which make them more suitable for this wandering life. However, they won’t stay in a city for a long time since they are very
easy to get tired of current life. Developing products or services for young nomads is a challenge but also interesting because this kind of
challenges always lead to creative and innovative ideas.
8

2.2.4. Target User Group Analysis
In order to know about young nomads’ lives and habits, our group members make several interviews about them. The interviews were
not restricted in special aspects and provided freedom to the answers. After arranging and analyzing the information, it shows that young
nomads are curious and ambitious and open to every opportunities when they arrive a new place. They believe they will have a better life
there. However, they also have a lot of basic needs and worries, specially, are eager to build their social network and find jobs (if they are
financially independent). (see APPENDIX for details)
According to this primary research, the following digram (Figure 2.2.4) attempts to explore young nomads’ lifestyle from three aspects:
needs, wants and worries. Through analyzing the basic needs and wants, it leads to some type of information that young nomads will
worry about.
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10
NEEDS WANTS
WORRIES
Eating habits
Accessibility
Communication
Connectivity
Value for money
A job (Financial support)
Work Permit Visa
Resources (Info)
Find or develop hang outs
Create a social network
Create a professional network
Entertainment
YOUNG NOMADS
Space to live
Basic living equipments
Language
Cultural etiquette
Getting ripped off
Hygiene
Safety
Figure 2.2.4
How to find a place to live
How to get around, know neighborhood
How to make new friends
How to find info about job

2.3. SET Factors Analysis
SET factors analysis is used as a tool to go in depth based on secondary research.
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SOCIAL
TECHNOLOGY ECONOMY
Global citizenship
Cultural exchange
Efficient Culture
Different values and structures impact
Advantage of bilingual service and education
Easy access for most nationalities
Three month stay without Visa
City encouraging entrepreneurship
an important Asian hub
More work and business opportunities in Asia
Small and very expensive housing
Lack of personal/professional space
Low salaries for the young and inexperienced
very high income gap
Competitive professional environment
Money is very important in HK
Consumption is the main leisure activity in HK
Cheap eating possibilities outside the home
Good and cheap public transport
financial pressure
Thrifty way of living
Financially dependent
International mobility
Online accessibility to information
Note book computer, work is now portable
Mobile Communication Technology
Virtual global networks facebook and linkedin
Online gaming and virtual alter ego’s
Internet phone and video
Web 2.0, blogs, twitter
Increasing WIFI access
portable technology for people that easy to move
from one place to another
multicultural and diverse
living in a high density city
Low culturally activities (but improving)
Pressure of dealing with personal relationships
Lacking a sense of belonging
Sentiment of loneliness
Increasing curiosity for different culture
Desire for independence
Figure 2.3.1. Group Work Reference
YOUNG NOMADS

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SOCIAL
TECHNOLOGY ECONOMY
20 to 30 years age
Single
Eager to be independent
Easy to integrate into foreign culture
Love to make friends
Desperate searching for job
Financially independent
Family financial support
Intend to find freelance
Prefer creative jobs
Asia becomes a good opportunity
Rent small and cheap house
Eating cheap
Pay a lot of money for what they like
High-technology mobile device
on-line (web-based) application
laptop provides portable
Virtual Reality
Wireless connection
WIFI
Web 2.0
YOUNG NOMADS
Figure 2.3.2.
Intend to move into a high density city
Homesick and loneliness
Connection to family and friends
Hard to deal with personal relationship

2.4. Product or Service Opportunity Gaps (POG’s)
Based on the SET factor and user group analysis, some problems show up as below:
13
SOCIAL
20 to 30 years age
Single
Eager to be independent
Easy to integrate into foreign culture
Love to make friends
Desperate searching for job
Intend to move into a high density city
Homesick and loneliness
Connection to family and friends
Hard to deal with personal relationship
ECONOMY
TECHNOLOGY
High-technology mobile device
on-line (web-based) application
laptop provides portable
Virtual Reality
Wireless connection
WIFI
Web 2.0
Financially independent
Family financial support
Intend to find freelance
Prefer creative jobs
Asia becomes a good opportunity
Rent small and cheap house
Eating cheap
Pay a lot of money for what they like
+
Language
Cultural etiquette
Getting ripped off
Hygiene
Safety
How to find a place to live
How to get around, know neighborhood
How to make new friends
How to find info about job
WORRIES
=

14
Product Opportunity Gaps
(POGʼs)
Overcome the
language boundary
Guide to explore the
new city such as
culture and living habit
Opportunity provider
specially for young
nomads
Helper for the ﬁrst
time arrive
Service/product to
improve
communication with
others
The opportunity gaps are
based on the sequence
after young nomads
arriving a new city.
Figure 2.4.1.

2.5. Weighted Matrix
Diagram 2.5.1. Ranking of needs and wants
15
High Priority
Space to live
Resource (info)
Communication
Find a job
Safety
Hygiene
Create social network
Important
Useful
Nice to have
Basic living equipment
Create professional network
Entertainment
Cultural etiquette

Diagram 2.5.2. Weighting of Identified Opportunities
CRITERIA
Overcome the
language boundary
Helper for the ﬁrst time
arrive
Guide to explore the
new city such as culture
and living habit
Improve communication
with others
Opportunity provider
specially for young
nomads
space to live 0 3 2 3 4
Resource (info) 1 5 4 2 4
Communication 5 3 4 5 3
Find a job 3 2 2 3 5
Safety 4 4 3 3 3
Hygiene 0 2 2 2 2
Create social network 4 5 3 5 3
Basic living equipment 2 3 2 2 1
Create professional
network
4 4 5 3 2
Entertainment 2 1 2 4 1
Cultural etiquette 3 4 5 2 2
TOTAL 25 35 29 45 37
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2.6. Defining Opportunity
The Weighted Matrix shows that the main product opportunity gap is developing a product, a place or a service, which could not only
improve the communication between young nomads and other people, but also helps them to explore more about new city.
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3. PHASE 2 - Understanding Opportunities

3.1. Rationale
Understanding opportunities in second phase of iNPD process help to define final design concept. Based upon the secondary research
on the existing product or service which help new visitors to explore the city, a positioning map is shown to present a clear rule that
shows the possible opportunities for the young nomads to communicate. VOA, as an analysis tool helps to enhance final concepts and
create the product/service criteria.
19
PHASE 2 Positioning Map VOA Product Criteria
{ } PHASE 3
Secondary Research
Opportunity Related
Research

3.2. Existing Product / Service
20
SOCIAL MEDIA
http://www.facebook.com/
http://twitter.com/
Facebook and Twitter are both famous
social media website which provides a
connection between friends or strangers.
The MDKeeper
http://www.medgadget.com/archives/
2005/08/the_mdkeeper.html
An Israeli company Tadiran Spectralink
Ltd., known for its "wireless
communications products for manned and
unmanned aircraft, guided weapons and
space platforms," has paired with Siemens
to develop a portable wireless monitoring
device for chronically ill patients and the
elderly.
Mac Book Air
http://www.apple.com/macbookair/
MacBook Air is carved from a solid
sheet of aluminum. This revolutionary
unibody design replaces many parts
with just one and results in a clean,
seamless appearance. The anodized
aluminum surface and stunning
contours conﬁrm MacBook Air as a
feat of beautiful engineering.

3.3. Positioning Map
21
The positioning map shows some existing
products, places and service in the market
nowadays. They are categorized by virtual
place and real environment, public interaction
and privacy interaction. According to the
positioning map, it will show a opportunity gap
in the market which refers to a real place
providing public interaction to all the
customers.
Public Privacy interaction
Virtual
Real
Opportunity Gap

3.4. Value Opportunity Analysis (VOA) of Existing Product/ Service
LOW MEDIUM HIGH
EMOTION
Adventure
EMOTION
Independence
EMOTION
Security
EMOTION
Sensuality
EMOTION
Conﬁdence
EMOTION
Power
ERGONOMICS
Comfort
ERGONOMICS SafetyERGONOMICS
Ease of use
AESTHETICS
Visual
AESTHETICS
Auditory
AESTHETICS TactileAESTHETICS
Olfactory
AESTHETICS
Taste
22

LOW MEDIUM HIGH
IDENTITY
Point in time
IDENTITY Sense of placeIDENTITY
Personality
IMPACT
Social
IMPACT
Environment
CORE TECH.
Reliable
CORE TECH.
Enabling
QUALITY
Craftsmanship
QUALITY
Durability
23

3.5. Product/Service Criteria
24
1
Break the communication boundary between young nomads
and local people.
2
A physical space allowing a lot of people communicating and build
social relationship.
3 Large amount of information will be published in the space
4 Special services for young nomads such as experience, information sharing
5 Information and personal safety
6 Customize whole experience for young nomads in one city

25
4. PHASE 3: Conceptualizing Opportunities

4.1. Persona & scenario
26
•24 years old
•Just graduate from the university
•Trying to find new opportunity in HK
•No friend in HK
•No job and rely on the family to support his financial
•Attempt to explore the city and make some new friends
•No language boundary but no access to meet new friend
SCENARIO
Jack has just been in Hong Kong for one week. This is the first time he visits Hong Kong and just lives in hotel since he hasnʼt find
a suitable apartment. Jack plans to stay in Hong Kong for a year to study a program and finds a part-time job at the same time. He
wants to live by his own and eager to know the rent, job information. Besides, he is open to make friends and explore more about
Hong Kong.
Jack

4.2. Product Concepts
Based on the criteria of service and product, some brainstorming concepts are listed:
a.SETTLEMENT
A cafe which allows young nomads communicate with each others, build social network and relax at the same time. It customize
whole experience from young nomads’ arrival until he leaves. Several service areas such as renting area, living habit area and
experience sharing area etc will be built.
b.MOBILE DEVICE
A mobile device especially designed for young nomads which provides all the useful information about the new city, such as the
rent information or job vacancy. It will also update the information weekly until young nomads are get used to their life in new city.
c.GUEST HOUSE
A house renting system which allows young nomads get house easily. Some special introductions will also be taught to new
arrivals such as how to apply for a visa, how to find housing, how to get around etc. Besides, it will gather similar nomadic people
to share their personal experience
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4.3. Weighted Matrix for the identified concepts
CRITERIA SETTLEMENT CAFE MOBILE DEVICE GUEST HOUSE
Break the communication boundary between young
nomads and local people.
5 0 3
A physical space allowing a lot of people
communicating and build social relationship.
5 0 4
Large amount of information will be published in the
space
5 3 4
Special services for young nomads such as
experience, information sharing
5 3 4
Information and personal safety 4 1 3
Customize whole experience for young nomads in one
city
3 2 3
TOTAL
40 23 35
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29
5. PHASE 4: Realizing Opportunities

5.1. Benchmarking VOA
LOW MEDIUM HIGH
Confidence
Belonging
Happiness
Ambience
Entertainment
Appropriate
Reliability
Efficiency
Accessibility
Proximity
Influence
Longevity
30

5.2. Skateholders Analysis
31
NEW YOUNG
NOMADS
YOUNG NOMADS
SETTLEMENT
CAFE
Parents
Friends
Asia
Expat
Management
Website
Service
Space
Website
Designer
Website
Host
Equipment
Management
Architect/
Interior
Designer
Landlord
Cleaning &
Maintenance
Serving
Staff
Secretary
Media
Newspaper Internet
MagazineMessage
Asia
Expat
Parents
Friends
Nomads
Friends

5.3. Task Analysis about User Experience
32
Arrive HongKong at
the ﬁrst time
Live for a period time
Have enough
experience in HK
Leaving HongKong
Know about HK at the ﬁrst time
Absorbing some basic living
information and skill in HK from
SETTLEMENT
Become “old” nomads who has
enough experience to share with
others
Start to explore the cultural
background about HK
Find second-key information
from SETTLEMENT such as
how to buy the cheap goods and
how to spend the weekend.
Build social and professional
relationship at last

5.4. SETTLEMENT System Prototyping
33
NEW YOUNG
NOMADS
Build
social
network
Make friends
Relaxation
Share
experience
YOUNG NOMADS
Explore city
SETTLEMENT
CAFE

6. CONCLUSION
SETTLEMENT Cafe is an attempt for young nomads to communicate with others, which is based on these exploring product phases.
This design originates from the user group analysis and research, narrowing down the opportunity gaps again and again, and finally find
a way to solve the problems. It would create a useful and desirable environment for young nomads and have potential market and
development in the future.
7. REFERENCE
1. Nomadic Peoples, Commission on Nomadic Peoples, No 28, Uppsala, 1991.
2. Kathryn, the Ultimate Guide to Becoming an Urban Nomad
http://blog.dialaphone-blog.co.uk/blog/2008/05/01/the-ultimate-guide-to-becoming-an-urban-nomad/
3. Jonathan Cagan, Craig M. Vogel. Creating Breakthrough Products
Innovation from Product Planning to Program Approval
34

8. APPENDIX
Data about interview with young nomads
BASIC INFO INTRODUCTION
Name: Natalia
Age: 25
Gender: Female
Origin: Spain
BACKGROUND:
• A Product designer
• Came to HK for a 4 month internship + 2 month ext.
• She previously lived in Vienna
• Arrived with one suitcase
• Did not know anyone in Hong Kong before
• Earnings HKD$150 per day
• No Working Visa
• Lives in a rather pricey serviced apartment, which she shares
• Financially dependent from her parents
• Her boyfriend is in Argentina
OBJECTIVE:
• To experience the internship
• To build the social and professional network in HK
• To meet people, make friends and get to know the culture
• To maintain the long-term relationship with her boyfriend
• To find a job after her Internship is over
35

Name: Kim
Age: 25
Gender: Female
Origin: UK
BACKGROUND:
•A backpacker
• Travelled all over Asia before arriving in Hong Kong
• Has Chinese origin
• Speaks Hakka dialect, and some Cantonese
• Does not know Hong Kong
• Stays with her cousin in a very small apartment
• No permanent job
• Teaching conversational English for money
• Has saving which are rapidly decreasing
OBJECTIVE:
•To find work in the publishing sector
• To get a Working Permit and a Hong Kong ID
36

Name: Frank
Age: 21
Gender: Male
Origin: UK
BACKGROUND:
• Born an raised in the UK but has family in Hong Kong
• Has some knowledge of the local culture and language but doesn’t
know the place
• Student
• Shares a small flat with a roommate
• Works part-time and is open for more work opportunities
OBJECTIVE:
• To be socially financially independent from his family
• Looking for work related opportunities in Hong Kong
• To build a professional network
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Name: Peng Wei
Age: 22
Gender: Male
Origin: China
BACKGROUND:
• From mainland China
• Studied engineering in China
• Studying towards and MSc. in Hong Kong.
• Hardworking
• Financially supported by his family, but careful with money
• Has a distant relative living in Hong Kong
• Shares his room with other students but is not very social
• Feels alone
• Calls his family once a week (Skype)
OBJECTIVE:
• To work in Hong Kong
• Looking for better opportunities than back home
• To build a professional network, (it is a challenge for him because
he is not very social)
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Settlement-A cafe for young nomads to communicate

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