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Finding Friends on a Night Out

Grace Florence King - 13817532


Product Design Product Research Project Dr. Eddy Elton

Contents
Introduction Methodology Market Assessment 1)! First year students- Facts and Figures Page 5 Page 3 Page 4

2)! Eight things youre most likely to lose on a night out Page 6 Competitor Analysis Observations Persona Image Board Mind Map User Requirement Specification Requirement Summary References Appendix Page 6 Page 7 Page 8 Page 9 Page 9 Page 10 Page 11 Page 12

Introduction
Product Opportunity
As a student studying at the University of Brighton, I have had a front row seat at a variety of clubs, pubs and social venues. This has lead me to stumble upon a product opportunity which involves helping people find their friends on a night out. Everyone has been in a position where they have lost their friends in a night club and not been able to contact them due to poor telephone connectivity or even because their friend cant hear their telephone. This report will research peoples tendencies on a night out, investigating the latest trends, most common items to lose and basic student behavior.

Target Market
Due to the fact that most people going out are students, the target market for my product will be aged between 18-22. Looking at this target market, the product will be successful predominantly with first year students as they find themselves in new surroundings with unfamiliar faces. As a result, 70% of students have openly admitted to losing their friends on a night out within the first two weeks of starting university.

Project Brief
This project is being undertaken to help 18-22 year olds locate their friends on a night out, focusing primarily on the Brighton region. The main aim of the project is providing first year students, who are unsure of their new surroundings, a way to keep in contact whilst on a night out. This is, of course, without the use of their mobile phones, as these arent completely reliable due to poor connectivity in clubs and battery life. I will research this project by conducting a series of interviews and observations (primary sources) regarding student nights out.

Methodology
1.! Interviews Interviews were conducted using semi structured questions. It was felt that this type of questioning would produce better results as the interviewee would feel more comfortable and open to discussions than they would have done using a set list of questions. Using this method it was possible to open the interview up to points raised during the discussion. For the questioning I opted mainly for the closed question approach as I felt that this would result in the specific answers I needed to research my product. I used a number of closed questions and scale item. 2.! Observations - For my observation I opted for the covert method. Generally, I felt that people being observed act in a more natural way whilst based in their natural environment. This method allowed me to observe a cross section of people carrying out their day to day business rather than in a staged atmosphere. 3.! Affinity Diagram - For the affinity diagram I used the AEIOU method allowing me to collect qualitative data and collate under the categories Activities, Environment, Interactions, Observations and Users. 4.! Content Analysis For the displaying of my content, I used the inductive method which entails categorising findings under individual headers. I adopted this method as I felt it would simplify and illustrate my research in a more specific way.

Facts and Figures


There are students in Brighton

students go out 0-2 times a week Take a handbag on a night out

Are year place to put their students personal items is on their bodies. 8/9 students
are at university for

1st

Girls favorite

Boys use their pockets to store belongings

Most popular day to go out


Saturday Friday Wednesday
Spent on average during a night out

See people wandering the streets alone after a night out

Have been lost on a night out Would go to the police if they were lost Use the night bus

99% of 1st year students think Brighton is

7/10 would use a phone if they were lost

Help strangers on a night out

Have used an app to find a friend

90% blame losing their friends on alcohol

8 Things Youre most Likely to lose When on a night out

Competitor Analysis
Strengths
! !

Whilst doing a Competitor Analysis I came to realise that there were two products available that could perform a similar functionality to the one I would like to develop. However these two key competitors both rely on mobile phone technology.

! !

Readily available in most countries. Allows you to communicate instantly with others all across the globe. Provide portable entertainment Doesnt specifically have to be used to call; people can text, email, etc.

Weaknesses
! ! ! ! !

Network and handsets are expensive. Companies are forever releasing new mobile technologies. Battery life most mobile phones dont last a whole day without needing charging. Target for thieves. Reliant on network connectivity.

Strengths
!

! !

Apple have tried to make it as safe as possible; nobody can contact you or find your location, unless you allow them to do so. Doesnt need GPS in order to work. Free on Apple Store.

Weaknesses
!

! !

In order to use the App, you must have a device that allows you to download it; any device running iOS5 with a valid iCloud account. The person you are looking for must have the app as well, otherwise you will not be able to locate them. No compatible with any other device that is not produced by Apple.

Activities/ Interactions !People Dancing !People Smoking !People Drinking !People Looking for Friends !People Kissing !People Pushing !People Shouting !People Texting !People Queuing Users !Students !Cleaners !Waiters !Security Guards !Promoters Objects !Disco Ball !Sofas !Tables !Stools !Bar !Drinks !Glasses !DJ Booth Surroundings !Loud !Hectic !Crowded !Big !Secure !Dark

People Look for Their Friends on a Night out

How might we come up with a product that helps people look for their friends without having to use their phones?

How might we develop a product that allows people to feel safe when they are lost?

How might we create a product that allows people to find their friends whilst intoxicated?

During my observations I affirmed what I researched during my interviews. With this product in mind and the opportunities I have highlighted I feel confident to address the target market's wants and needs should they become separated from their friends during a night out. This product will enable friends to reunite without causing unnecessary stress or drama and possibly help to avert a potential crisis.

The thought of losing my friends on a night out worries me


Sarah has just started studying at Brighton University and is loving every minute of it. She goes out with her friends at least twice a week and is aware of her surroundings. Sarah is not a worrier although she does have concerns about losing her friends whilst out and having no way of contacting them as a majority of the places she visits on a night out having little or limited phone reception. The influence of alcohol plays a factoring role in the awareness of Sarah and her friends to their surroundings. They are very used to seeing people wandering the streets at night, after a night out, either lost or looking for friends and are always prepared to help.

Sarah

Undergraduate : Product Design Goals: go out at night without having to worry about losing her friends or vice versa. Pain Points: Only methods she knows and uses to find her friends if she does get lost, involve using her phone, which doesnt normally work in night clubs or pubs.

Activities and Interests


Reading Sailing Surfing Studying Photography Socialising 0 2 4 6

Mood Board

Mind Map
Product Opportunities/Insights
1.! Students dont feel safe when the lose their friends. -How might we create a product that allows student fast contact to their friends? 2. Telephones arent reliable in pubs and clubs because they can lose reception. - How might we create a product that allows students to find their friends without having to consult their phones?

ded Crow

Toilets

Nig h Clu t bs
Pubs

3. Students sometimes dont hear their Pre-drinks telephones because of the loud environment. -How might we develop a cost effective product that keeps the users in contact? 4.! Students normally drink on a night out. - How might we create a product that will ensure confidence in the users when they are intoxicated?

User Requirement Specification


The purpose of this page is to put into perspective the requirements of the users and adequately incorporate these requirements in my product.
A.1. It must be small. A.1. It must be easy to carry on a night out. A.1. It must be able to fit in a pocket or a handbag. A.1. It must be no heavier than 10g. A.2. It must be affordable. A.2. The price should be no higher than 30. A.3. It must be durable. A.3. It must be able to withstand a students whole stay at university. A.3. It must be made out of a strong and reliable material. A.4. It must be liquid resistance. A.4. It must be able to survive regular nights out. A.5. It must a have long-lasting battery. A.5. It must be able to go consecutive nights out without needing a new battery or charging. A.6. It must be easy to use. A.6. It must be able to achieve the result the user requires in no more than 3 movements. A.7. It must be user friendly. A.7. The interface must be clear and understandable. A.8. It must be modern. A.8. It shouldnt have to be updated every few months. A.9. It must be reliable. A.9. It must be able to not be used for long periods of time without losing its functionality. A.10. It must be appealing to both sexes. A.10. It must use colors and materials that both guys and girls wear on a night out. A.11. It must be wearable. A.11. It must be an accessory.

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Requirements Summary
A.1. Whilst conducting my interviews I was able to reveal that a majority of students, when going out at night, stored their belongings in their pockets or handbags. (See page 05) A.2. During the period of my Competitor Analysis I found that my competitors mobile phones retailed anywhere between 30-500. (See page 06) A.3. During my Market Research, I established that 8/9 students attend university for 3 years. (See page 05) A.4. Whilst completing my Market Research I realised that most students go out twice per week and, on average, drink 4 alcoholic drinks on each night out. (See page 05) A.5. During my Competitor Analysis I established that in general the battery life, or charge, on a mobile phone does not last longer than 24 hours. full details page 06.(See page 06) A.6. Competitor Analysis highlighted the fact that their products are not very user friendly and are not all compatible with all mobile devices. (See page 06) A.7. When I constructed my mind map, it became clear that my target market panicked when they lost their friends and for this reason my product must be easy to use and provide the best result possible. (See page 09) A.8. Students feel peer pressure to have the latest most up to date technology. (See page 06) A.9. It is not common practice for students to go to the police when they are lost and for that reason my product must be reliable to fill my user's needs. (See page 05) A.10. It was ascertained during my interviews that the issue of losing friends was not unique to either girls of boys. This was a problem for all. (See page 05) A.11. During the market research I found that most students when going out at night felt more secure wearing their personal belongings. (See page 05)

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References
[1] "11 Things You're Most Likely to Lose While Drunk." Cool Material. N.p., n.d. Web. 13 Nov. 2013. <http://coolmaterial.com/roundup/thingsyoure-likely-lose-drunk/>. [2] "Everything You Need to Know About The Evil, Useful Find My Friends App [FAQ]." Cult of Mac. N.p., n.d. Web. 13 Nov. 2013. <http:// www.cultofmac.com/127030/everything-you-need-to-know-about-theevil-useful-find-my-friends-faq/>. [3] "Facts and Figures." Statistics about the Student Population. N.p., n.d. Web. 13 Nov. 2013. <http://www.brighton.ac.uk/aboutus/facts/ population.php>. [4] "Mobile Learning: 5 Advantages and 5 Disadvantages." Edudemic. N.p., n.d. Web. 13 Nov. 2013. <http://www.edudemic.com/mobilelearning/>. "Mobile Phone Crime Soars." Mail Online. N.p., n.d. Web. 13 Nov. 2013. <http://www.dailymail.co.uk/news/article-93597/Mobile-phone-crimesoars.html>. [5] "Portrait of Female Student with Books." Colourbox. N.p., n.d. Web. 13 Nov. 2013. <http://www.colourbox.com/image/portrait-of-femalestudent-with-books-image-6440297? utm_expid=22365066-17.rbvINZbTQlagZ9ojYpjKwA.0>. [6] "UN: Six Billion Mobile Phone Subscriptions in the World." BBC News. BBC, 10 Dec. 2012. Web. 13 Nov. 2013. <http://www.bbc.co.uk/news/ technology-19925506>. [7] "What Are the Advantages of Having a Mobile Phone?" What Are the Advantages of Having a Mobile Phone. N.p., n.d. Web. 12 Nov. 2013. <http://uk.ask.com/question/what-are-the-advantages-of-having-amobile-phone>.

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