DT:DC Summer of Design29th September 2014

Karl Kaufmann

Prajakta Kulkarni

Chrissy Martin

Carlos Pilonieta

Dhruv Sharma

James Williams

Agenda

� Design Thinking Process

� Empathize

� Visualize

� Co-Create

� Iterate

� Value Proposition

� Next Steps

� Learnings

� Thanks

Design Thinking Process

� The design thinking process normally answers these 4 basic questions -

Empathize - Framing

� National Capital Planning Commission (NCPC) and Kenneth Walton were our client

� The initial problem statement -

� The National Capital Planning Commission (NCPC) is looking for creative ways to rethink its approach to moving people into new urban spaces in Washington, DC.

� We want to enhance the visitor's experience while protecting the natural and man-made environment and promoting development of new monuments outside the "monumental core."

� This will only work through effective coordination between federal and local agencies.

Empathize - Framing

� Challenge statement should be

� A scoped and specific goal, but with broad and varied solution possibilities

� Our challenge statement is -

How to move visitors from National Mall to Pennsylvania Avenue ?

Empathize -Interviewing

� After interviewing visitors, a few key themes emerged

Empathize –Observe & Analyze

� Synthesis and Reframing session

Empathize -Observe & Analyze

Themes Ideation

• Trolley service

• Follow something

• Info boards outside buildings

• Better signage

• Mobile App

• Theme restaurants

PrototypesHow might we?

• Trolley service

• Follow something

• Info boards outside buildings

• Better signage

• Mobile App

• Theme restaurants

• Food trucks

• Fruit orchards

• Rent subsidy

• Make people aware of sites on Penn. Ave?

• Spark interest

• Transfer people

• Encourage business?

• Make people stay longer on Penn. Ave?

• Provide cheap dining options

• Create physical and online presence

• Short Trip

• Lack of food

• Families

• Some online research

• Ease of transportation

• Historical places

Visualize

� Better Signage

� Currently there are lot of interesting, informative maps along Pennsylvania Avenue

� They are stationary, obscure and difficult to read

� So we used that as basis and created our version of improved maps

Visualize

� Mobile App

� With the increase of mobile apps, we decided to create a mobile app to help people find ‘Hidden Gems of the Mall’ (off the Mall)

� We created a storyboard and a paper prototype

Co-Create

� With the prototypes set, we interviewed visitors asking their opinions on the prototypes

“There isn’t a single map that gives all the information”

“Where are the bathrooms?”

“Wow, an app will be perfect! I am struggling through my google maps to figure out where to go?”

“I was just wondering what the Treasury does, this is very helpful?”

Iterate

� Based on the feedback we created the next iteration of app

� Hidden Gems of Washington

Value Proposition

For (Target)

Every visitor in DC specially near the National Mall

Who wants (Unmet needs)

To make most of their short trip and visit non-touristy venues along with the regular attractions

We will offer(Offering)

An easy to use, customizable mobile app

That provides(benefits)

Awareness and information about architectural buildings, and history of the Pennsylvania Avenue

Next Steps:

� Integrating maps, street signs and mobile app will help to move visitors to Pennsylvania Avenue

� Providing QR codes for the app on street signs or maps will help drive awareness about the app

� Modernizing the street signs to LED or Electronic boards might attract people’s attention

� Creating an online presence for Pennsylvania Avenue to showcase the merchants, festivals and events will help create the buzz

� Considering providing free Wi-Fi around the mall and Pennsylvania Avenue will help international tourists

Learnings

� Create a concise problem statement to help generate targeted results

� Engage end-users through-out the process to create services or products that solves problems

� Follow the process of convergence and divergence

� Use white boards and visual aids to brainstorm

� Creating even rough prototypes helps in getting feedback and iterating

Thanks!

� DT:DC – Summer of Design Team

� National Capital Planning Commission

� Kenneth Walton

� Helpful and patient visitors!

Appendix� “That combination of thought and action defines creative confidence: the ability to come up with new

ideas and the courage to try them out.” ―Tom Kelley, Creative Confidence: Unleashing the Creative Potential Within Us All

� http://www.creativeconfidence.com/

� http://www.brookings.edu/research/reports/2005/03/downtownredevelopment-leinberger

� http://products.cerc.com/brinfo.nsf/0/6569DC4624C716E2852575FC0066FDE4

� http://www.gammathetaupsilon.org/the-geographical-bulletin/1990s/volume32-2/article4.pdf

� http://www2.cs.uh.edu/~ceick/ML/C6.pdf

� http://fama2.us.es:8080/turismo/turismonet1/economia%20del%20turismo/analisis%20geografico/GIS%20application%20in%20tourism%20planning.pdf

� Maps of flows: http://planitmetro.com/2012/10/31/data-download-metrorail-ridership-by-origin-and-destination/http://blog.uber.com/wp-content/uploads/2014/07/uber_dc_connectome_.htmlhttp://www.capitalbikeshare.com/stations

� https://maps.google.com/maps/ms?msa=0&msid=214483946716631362315.0004bdf6a1d7497d42651&dg=feature(need to zoom in)

� Example biz devl websites:

� http://www.barracksrow.org/index.php

� http://www.rosslynva.org/events

� http://www.georgetowndc.com/

Questions to visitors� Problem Statement

� How do we attract people from Mall to Pennsylvania Avenue?

�

Introduction

� We are working with NCPC on a project?

�

Main Questions

� 1) Why are you here?

� 2) Where are you from?

� 3) How long have you been in DC?

� 4) How did you find out about the Mall?

� 5) What do you like about the Mall?

� https://docs.google.com/document/d/1r_0OOmOn13foMpqO-BZfH5lXqM3PtPt69y95Rc8_KQE/edit?pli=1