CYX – choose your own experience

  • iPhone mock-up of the app for CYX - choose your own experience.
    iPhone mock-up of the app for CYX - choose your own experience.
  • In-depth interviews of outdoor equipment rental establishments and the users who rent gear to better understand the rental process and issues surrounding liabilities.
    In-depth interviews of outdoor equipment rental establishments and the users who rent gear to better understand the rental process and issues surrounding liabilities.
  • Observations using a mobile tool - d-scout - Investigated and collected observations of users in different environments: airports, gear stores, rental establishments (REI & Bass Pro Sports).
    Observations using a mobile tool - d-scout - Investigated and collected observations of users in different environments: airports, gear stores, rental establishments (REI & Bass Pro Sports).
  • The design process outlined in a project plan for the course of my Competitive Advantage class at MICA.
    The design process outlined in a project plan for the course of my Competitive Advantage class at MICA.
  • Brainstorming session using the 'worst idea' technique to help boost our creativity and break away from previous concepts.
    Brainstorming session using the 'worst idea' technique to help boost our creativity and break away from previous concepts.
  • HMW, Insights and Ideas during brainstorming session.
    HMW, Insights and Ideas during brainstorming session.
  • Prototype: WUAGO - a service that lets users try activities without needing any equipment or planning ahead of time.
    Prototype: WUAGO - a service that lets users try activities without needing any equipment or planning ahead of time.
  • Prototype: ReGear - a market place for renting used and broken down gear or equipment at a low cost.
    Prototype: ReGear - a market place for renting used and broken down gear or equipment at a low cost.
  • Mock-up of mobile app (Home, Login, Browse, etc.) for the CYX service.
    Mock-up of mobile app (Home, Login, Browse, etc.) for the CYX service.
  • Live action capture of the CYX prototype user testing.
    Live action capture of the CYX prototype user testing.
  • Logo and title screen for CYX - choose your own experience.
    Logo and title screen for CYX - choose your own experience.

 

CYX – choose your own experience – is a service that makes it easy for users to try new activities and adventures without needing to commit to purchasing any gear or having to plan out anything ahead of time.

Problem

This CYX service spawned from a previous project, GoPack, that I had developed for my Entrepreneurial Ventures class. We decided to take a step back and pivot from the GoPack idea and apply a more human-centered decide process to the original problem (below).

How might we create a community to share gear & gadgets for outdoor recreation without requiring users to invest in purchasing?

Process

We utilized much of the research and data we had collected from GoPack. (See GoPack project for a look at the previous research conducted – a survey of 60+ individuals, in-depth user interviews, customized user personas, extensive market research and competitive analysis. )

Next, we continued to immerse ourselves in the problem space by conducting primary level research through direct observations. This helped us gain general insights and even notice some “gotcha” moments, such as the importance for customers to not only look, but also be able to touch/try out the equipment before purchasing or renting. We also interviewed a wide range of customers and gear rental stores to better understand the rental experience and how establishments and customers mitigate liability issues when it comes to rentals.

In order to help boost our creativity and break free from our fixation to the previous iteration (GoPack), we used a technique where we brainstormed the worst ideas. By doing this, we generated a huge collection of terrible, impractical and just silly ideas. From there, we flipped them into some really good ideas and areas that we decided to investigate further in the form of prototypes.

Prototypes

We narrowed down our list of ‘bad ideas’ to 3 that we further developed into prototypes. (1) Local Crypto – a niche market service that rents out high tech items like a drone or an Oculus Rift via cryptic currencies. (2) ReGear – a market place for renting used and broken down gear or equipment at a low cost. (3) WUAGO – a service that lets users try activities without needing any equipment or planning ahead of time.

We pitched these prototypes in-front of potential users to gain some additional feedback. Based on the comments and also our own personal level of excitement towards the different prototypes, we decided it to pursue the WUAGO service – renamed as ‘CYX – choose your own experience’.

With the CYX service, we were able to focus on full out experience for users, like ourselves, who would be interested in trying new and exciting activities. To better understand gaps in our solution, we quickly mocked-up a set of app screens and also implemented a functional prototype / scenario that we were able to test with users. Below is a video that we recorded capturing a user carrying out our test scenario.

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MBA/MA in Design Leadership
Competitive Advantage
Credit: Kyle Bodt, Akhil Chugh, Jasmine Touton
Date:  October – December 2014

 

 

• November 1, 2014

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