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Service Design & Design Ethnography

Team project with Shelagh McLellan and Daniel Jansson in collaboration with the Interactive Institute and Microsoft.

10weeks – March - May 2012

 

Introduction

During this project we had the opportunity to understand the immigration process to sweden from many different users and perspectives by doing ethnographic research for three weeks. The remaining seven weeks were spent exploring different methods, co-creation, ideation, storytelling and concept development. The aim of the project was to create a holistic Swedish learning experience integrated into daily activities that supports ‘language as participation’.

What is morph?
“Morph is with you from your first day in Sweden. It encourages you to create a language around the things which are important to you. It connects you to like minded people through participating in social activities, providing a way into Swedish society.”

 

HOW WE GOT THERE

 

User and their stories

Focus Area

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Customer Service - Touch Points

The morph service consists of following physical and social touch points.

postcard / map / wifi cube / web&mobile portal and event bracelets.

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Postcard

This is the first encounter with the service while you still in your homeland. It will be sent along with the paper from the swedish embassy. The postcard includes the first morph interaction with stretchable words that turn into swedish in the english text.

This is the first encounter with the service while you still in your homeland. It will be sent along with the paper from the swedish embassy. The postcard includes the first morph interaction with stretchable words that turn into swedish in the english text.

Welcome package - Wifi cube and Map

The cube provides instant internet access once you connect to a browser and sign up with morph.   The map has locations of the first needs in Sweden on it. These were inspired by comments from people during the co-creation workshop and user testings.

The cube provides instant internet access once you connect to a browser and sign up with morph.
The map has locations of the first needs in Sweden on it. These were inspired by comments from people during the co-creation workshop and user testings.

Sign up on Web portal

The Morph service is accessible through a website and a mobile phone application. The website is used for the signup process, and also usable for the other steps.

The Morph service is accessible through a website and a mobile phone application. The website is used for the signup process, and also usable for the other steps.

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Armband on Event

Upon arrival at an event you receive an armband with morphed text. The armband serves as a conversation starter and has some words morphed into Swedish.

Upon arrival at an event you receive an armband with morphed text. The armband serves as a conversation starter and has some words morphed into Swedish.

Application on the phone

The mobile app is created for a very simple interaction. 

The mobile app is created for a very simple interaction. 

Wifi cube for Progress update

Besides providing internet access, the cube also serves as a passive reminder by displaying your Morph progress on its four active sides.

Besides providing internet access, the cube also serves as a passive reminder by displaying your Morph progress on its four active sides.

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Research Finding Video

Insights we discovered when talking to our focus group about their experiences in Sweden, and then summarized the largest insights to form our opportunity area.

 

Ideation

 

Workshops

Co-Creation Workshop

Using workshops to create Ideas together with our users where key to make the outcome useful for them. With a co-creation workshop we focused on the three themes found during initial user research.

1 With you from day on / 2 Swedish learning through daily activities / 3 Visualize your progress

Stakeholder Workshop

During this workshop we had visitors from Microsoft to let them be a part of our process. In our workshop we created 3 different groups while we during that process switched out one person. We wanted them to reflect on the feeling of being a part of one team and how it feels to become an 'outsider' in just 4min. 

 

User Testing with mock ups

Paper mock-ups

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Wireframes & Physical Evidence

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initial wireframes for a clickable app - prototype 

 

Blueprint - Download the pdf

 

Video of final Presentation