1. Sajid Saiyed / Shirish Thotade / Dhwani Soni
Supported by
2. Experience Design is about creating design
solutions (Product / Process / System /
Environment / Service) for people that will
improve the quality of user experience.
14. Defer judgement.
Engourage wild ideas.
Build on ideas of others.
Stay focused on the topic.
One conversation at a time.
Be visual.
Go for quantity.
Brainstorm formula
16. So let’s brainstorm
Groups of 5
Atleast one person in the group has some kind of prior
experience of doing brainstorming and ideation.
SAP team members will be around to help if you have
any questions.
18. Research Notes
I am always confused where to go.
Connectivity at hotel is very critical for me.
Running out of cash is troublesome, but I do not
prefer to carry too much cash due to safety reasons.
I consider local cusine as a part of my travel
experience but not at the cost of my health.
In flight services are always important, but cost is a priority.
I always value reccommendations about local food.
At certain time and location, finding transportation
becomes very difficult.
I dont like to spend too much time in transit.
Cost is always a factor in choosing my destination.
19. Research Notes
Finding best bargains is very challenging.
Frequently used local words are very valuable.
At the end of my trip I find it difficult to select
best photos from so many photos that I took.
I know there are always more interesting places which are
not avilable in travel books.
I always have to carry my laptop, because I take so
many pictures and have to empty the memory card
every day.
Due to heavy roaming charges I miss out on lot of
information available online.
Some times the local weather suddenly changes,
making me change my plans. This is not very
convenient.
20. 1
2
3
4
Travel Experience Flow
Connectivity
Language
Foreign Exchange
Waiting
Entertainment
Shopping
Choice of Destination
Choice of Hotel
Choice of Airlines
Share (Photos / Videos / Text)
Blog / Recommend
Review
Food
Foreign Exchange
Local Transport / Taxi
Hotel Services
Tours / Sightseeing
Local information
Share (Photos / Videos / Text)
Language
Pre-Travel
In Transit
@ Destination
Post Travel
21. Background
Jason is a manager in a software company and Linda is a freelance
interior designer. Both met each other through a common friend at a
New Years party. Both have recently bought a 2 bedroom apartment in
the outskirts of Sydney.
Everyday Life
Jason needs to travel 20 km to work and Linda works from home but
often needs to travel to her project site.
Jason’s days are sometimes long as he needs to attend late evening
calls with US counterparts. Most of the time he tries to take such calls
from home. Linda on the other hand has a little relaxed work schedule.
During weekends they always eat out in the evenings. They both love
street food. Both are also saving for their loan re-payment.
Relationship with others
They always stay updated on what’s going on in the world. Both have
recently joined a local charity organisation to help kids.
Travel Needs
Both need to be connected to family and friends on the go. They are
always in search of a free wi-fi connectivity.
Also as a practice they tend to buy a local SIM wherever they go. The
need for a 4G connection very strong. They want to be in control of the
trip by accessing maps, searching best restaurants, things to do, public
transport connectivity and checking reviews from fellow travellers
Attitude towards technology
Jason is a an early adopter of new devices. He loves technology and
loves to explore new apps & gadgets. He is an avid reader and uses his
IPad to read news daily.
Linda is also updated about technological trends, mostly by Jason. Her
smart phone is loaded with mostly design & creative centric apps.
She uses mobile for her daily listings like To Do, Groceries and monthly
expenses. Together they have 2 laptops, 2 smart phones, 1 iPad and 1
Galaxy Tab at home.
Key Values
• Individual and Independent
• Caring
• Aware and responsible citizens
• Values over material goods
Find enjoyment and solace in
• Cooking a meal together
• Gymming together
• A late night ice cream
Young Couple
Linda (26) - Sydney, Australia
www.rippplr.com
Supported by SAP
22. Background
Larry works at McKinsey as a principal associate. His work requires him
to be on travel for about 80% of his time. He is a well educated MBA
graduate. He is recently married and stays in London.
He requires to travel internationally and domestically to hold client
meetings and pitch for solutions.
Everyday Life
Being mostly on travel, he stays at the best of the hotels and has clients
all over the world. He is always on the go.
He manages a team of 8 people with who he needs to be connected to
them on the go. He works with them remotely to get all the information
and to be then able to work on the client pitch.
Relationship with others
He is a quiet person. Meets people over drinks in the evenings, but is not
an extrovert. Has a close group of friends outside his work with who he
tries to meet whenever he is back in his town.
He is strong in communications. He is confident and effective in client
meetings. He is known to be very sincere with his work and is respected
in his client base. Likes to spend quiet evenings with his wife at home or
dine outside.
Travel Needs
He works on the go. He needs 24/7 access to fast speed internet.
Due to long journey travels, he looks for comfort and relaxation during
travel with minimum transit times.
Does not compromise on the quality of airlines, hotel and local transpor-
tation. He is a Platinum traveller with most of the good international
airlines.
Attitude towards technology
He always travels with a good battery life laptop and the latest iPad for
his client meetings. He needs fast speed internet access 24/7.
He was dependent on his official blackberry and has recently shifted to
the high end Samsung Galaxy S4.
Apart from that, as long as he is able to connect remotely to work
without any hitches he is comfortable with technology.
Key Values
• Authenticity
• Loyalty
• Workaholic
• Simplicity
Find enjoyment and solace in
• Enjoying a quiet drink alone
• Homemade meal
• Spending time reading
Business Traveller
Larry (35) - London, UK
www.rippplr.com
Supported by SAP
23. Background
James is a graduate student at a prestigious engineering college in
Singapore. He recently won a fully sponsored internship at BMW and is
travelling to Munich.
This is his first international travel all by himself.
His parents live in Malaysia.
Everyday Life
He has classes daily in college. He stays on the residential campus.
Most of his time goes in classes and rest of it in group assignments. He
is an avid coder and has participated and won a number of coding
competitions.
He also loves sports. Loves playing football on field. And is also a
gaming enthusiast.
Relationship with others
He is an easy going, helpful and a friendly person. He has a group of
friends that he hangs around with. He also has his sports buddies with
whom he goes out on long bike trips in the night. He also hangs around
frequently with his PS3 friends
Travel Needs
Since this is his first travel, he needs to connected to his family wherever
and whenever he can as they would be worried. He keeps a look out for
free Wi-Fi zones.
He is also on a shoestring budget as it is an internship and is yet to
begin.
Everything is very new to him so he his on a look out for understanding
the money exchange, the foreign language, the cultural ethics, etc.
Attitude towards technology
He is pretty savvy with technology. Forever connected to Wi-Fi on the go.
Aspires to buy iPad and upgrade his smart phone to the latest Android
from his internship money soon.
He has the knowledge of the new trends in technology and aspires to
own such products, but is restricted on the financial front as of now.
Key Values
• Enjoy active lifestyle
• Team Spirit
• Healthy Competition
• Friendships
Find enjoyment and solace in
• Playing his PS3
• Mum’s homemade food
• Going out with his friends to a
restaurant
College Student
Aaban Hassan (22) - Singapore
www.rippplr.com
Supported by SAP
24. Background
Mr George is a retired Air force personnel. His eldest son stays in
London with his family.
Mr. George stays with his wife and his younger son’s family in Atlanta.
His wife is suffering from Alzheimer.
He gives voluntary visiting classes at the Aeronautical Academy in
Atlanta to take time off from taking care of his wife.
Everyday Life
His daily routine revolves around his wife to take care of her medical
condition.
In other times, he hones his teaching skills at the academy and other
times, he enjoys gardening and spending time with his grand kids.
He is an active member of his apartments Welfare Association and
helps run it well.
Relationship with others
He is a warm and cheerful person. Always very approachable and
helpful. He is caring towards his wife and soft spoken with others.
He is aware of the changing society around him and is a good adopter of
these changes.
Travel Needs
He is still a man of traditional ways. He still calls up from a local pay
phone to talk to his family and update them of his whereabouts.
He looks for comfort throughout his flight and transit. Looks for his
peace when he travels and needs his space.
Enjoys a good hearty meal
Attitude towards technology
He is not at all tech savvy. Internet usage is minimum to null. He uses
phone only for occasional emergency calling.
He is still a man of traditional ways.
Key Values
• Respectful
• Self Esteem
• Straightforward
• Discipline
Find enjoyment and solace in
• Solitude
• Reading newspapers
• Spending time with his grandchildren
Senior Citizen
George (65) - Atlanta, USA
www.rippplr.com
Supported by SAP
25. Background
Neha is a housewife with 2 kids. Educated from Chicago University, she
left her job after her first son was born.
She is travelling to Paris to meet her elder sister who is settled there.
She is travelling alone with her 2 hyperactive kids.
She is dependent on her husband for most of the finances and other
help around the house.
Everyday Life
She wakes up early in the morning and tends to her home chores,
cleaning, cooking, getting breakfast ready for her husband and kids.
After that she gives her kids a bath and gets them ready to take them to
a nearby park to spend sometime outside in the sun.
Most of her time in the day goes in cooking, cleaning, and tending to her
kids and husband with very less time left for herself in the day
Relationship with others
She is a warm and approachable person. She loves spending time with
other fellow mothers when in the park.
She is also a very loving wife and a responsible mother.
She respects elders and has good relations with neighbours around
Travel Needs
She is generally not involved much in the planning. She is dependant on
her husband to take charge and plan the whole trip for her.
She has a hard time managing two hyperactive kids on her own during
the travel
She needs someone else to plan the entire travel and itinerary for help
with all inputs like hotels, transfers, things to do, etc.
Attitude towards technology
Minimum usage of technology. Uses phone to make ISD calls at home
to inform her locations.
Internet usage is also less as she is generally preoccupied with taking
care of her kids most of the time.
Key Values
• Respect nature and environment
• Dedicated
• Responsible
• Dependant
Find enjoyment and solace in
• Having some time to herself
• Sleeping soundly with no responsibility
Woman with kids
Neha (31) - Mumbai, India
www.rippplr.com
Supported by SAP
26. Point of View
How might an international traveller
have a fulfilling and engaging travel
experience.
32. Why a board game?
Games make you leave your laptops and mobiles to huddle around the board.
Serious gaming is fun yet productive.
It helps you open your mind while doing serious tasks.
Role playing helps bring real users to life on your design desk.
and finally
Games help stimulate Creative Thinking in a playful manner.
37. How to play Rippplr
Step-1:
Player puts the persona in the centre and rotates it.
Step-2:
From the top of the RIPPPLR deck, count the number and pick that card.
Brainstorm ideas for this persona in this situation for 2 minute.
Step-3:
If it was a Wild Card, then pick the relevant wild card . Brainstorm ideas for
this persona in this situation with additional wild card constraint for one
minute.
Step-4:
Next players turn. Shufle RIPPPLR desk. Start from Step-1.
40. We observed that most brainstorming
sessions fail because:
Problems are poorly framed
Brainstorming turns into critique
Usual suspects say the usual things
Feeling that “These ideas will anyways get killed”
Rippplr - How it came about
41. Starting with right questions will lead you to the right answers.
Time constraint forces you to think fast.
Spending a lot of time on one issue will lead to reduced focus.
Cycling through personas quickly will keep the focus on the right questions.
Planning and moderating the session by preparing issue cards leads to
richer quality ideas.
Adding edge cases through wild cards creates idea inversion or idea
refinement.
Roleplaying helps reinforce the users perspective.
Rippplr - The rationale
42. Pre-Travel1 2 3 4@ Destination Post TravelIn Transit
Plan Organize Find Share
- Passing Time
- Understanding language
- Foreign Exchange
Choice of Destination
- Interest
- Time
- Cost
Choice of Hotel
- Service
- Cost
- Discounts
- Loyalty program
- Online reviews
- Travel Websites
- Social Networks Influence
Choice of Airlines
- Cost
- Convenience / Connectivity
- Timings
- Discounts
- Food
Connectivity
- Need to be connected (@ low cost)
- Free Wi-Fi
Waiting
- Easy access to travel information
- Preferred offline availablility
- Alerts
- Airport information
Food
- Local food information
- Ability to store food preferences
- Local Food recommendations
Foreign Exchange
- Best rates
- Find my ATM
Local Transport / Taxi
- Call a Taxi
- Shortest routes (suggestions)
- Fastest routes (suggestions)
- Local maps available offline
- Maps linked to itenerary
Hotel Service
- Ability to order while away from Hotel
- Room service menu available on my devices
Tours / Sightseeing
- Best rates for local tours
- Tour booking facility
- Plan my day
Local information
- Offline directo ry of local information
Share (Photos / Videos / Text)
- Ability to share over multiple social networks
Language
- Local language tips
-Translation based on my language preference
Share
- Videos
- Photos
- Experiences
Blog / Review
- Review hotels
- Review Food
- Review Tours
- Write about your experiences
- Tips for other travellers- Inclusives
- Location
- Connectivity
- Comfort
Itinerary
- Easy access to travel information
- Alerts
- Pickup Information
- Places to see
- Day wise plan for things to do
44. We hope you enjoyed!
Thanks to Ganapathy Subramanian, Sachin Rajpal, Deepak Mallya and Ankita.
I call myself an Insight Strategist.
I love working with users and
gathering hands on insights.
Engaging them in interesting
games/challenges and then
converting the ideas into interest-
ing screen designs.
Post Graduate from National
Institute of Design. I have worked
in the field of Consumer Electron-
ics, Fashion, Web and Hand held
Mobile devices.
I am a User experience designer
with More than 10 years of
experience. Worked on various
areas of application design like
Enterprise Application, Retail
Application etc.
I am a nature enthusist and love
wild life photography.
Dhwani Soni Shirish Totade
I am an Architect by qualification
and Experience Designer by
choice. I enjoy solving complex
problems. Have more than 16
years of experience in various
design domains like Architecture,
Web, Mobile, Multimedia, Graphic
design and Consumer electron-
ics.
Sajid Saiyed
