Week 6

Generative and Evaluative Research

Published in

Music Service

3 min readApr 12, 2018

Course: Design for Service
Instructors: Molly Wright Steenson & Daphne Peters
Teammates: Suzanne Choi, Grace Cha, Brendon Gouveia, Popo Sethpornpong

During this week, we focused on generative and evaluative research.

01. Stakeholder map and value flow map

02. Competitive analysis and survey

03. Service blue printing

04. Wireframes and wireflows for mobile app UI

05. Persona development

01. Stakeholder map and value flow map

We revised our stakeholder map and created value flow map to explain who is involved in our service and what values we bring to our customers and service partners. The revised stakeholder map and value flow map below explain our pivoted direction from the last week. We are now focusing on ordinary people (with and without VR devices) who has difficulty accessing concert in real-life due to geographical and time constraints. However, we are still including disabled patients in our service, with an aim to provide equal opportunity to experience the concerts, which often requires physical mobility.

02. Competitive analysis and survey

After making the value flow diagram, we realized we need to talk to (or research) music legal industry and concert providers to ensure our service is feasible in the current context. We also realized that we are operating in a lot of assumptions and saw a need to test whether our targeted users would value virtual reality concerts more in comparison to the online services like YouTube for experiencing the concerts.

Based on our competitive analysis on various VR streaming services, the differential value we bring to our customer is that we provide VR experience not only for the live concerts but also for the past concerts.

03. Service blueprinting

To better explain micro-interactions and touch points occurs in our service, we created a service blueprint. With service blueprint, we were able to better identify detailed steps involved in our service, define roles of different channels and support processes, and list components we need to design in order to communicate our service offerings.

04. Wireframes for mobile app UI and wireflow

To prepare for the next steps (evaluations), we created wireframes and wire-flows for our mobile application. With these wireframes, we are planning to create interactive prototypes and test usability and desirability of our service with our targeted users by simulating the proposed service experience.

4A. ‘onboarding — concert selection’ progress

4B. ‘experience — post use’ wire flow

05. Persona development

We also developed user personae based on the primary and secondary research we have conducted. We believe having a research based personae will ensure our design speaks to the desires and needs of our targeted users.