Do to Week 4

Research into topics each
- Packaging
- Customisation of glasses
- Socialmedia and promotional 
- Trying on glasses system

Survey questions

- Price range. how much do you spend on glasses and how much are you willing to spend

- would you buy on line?

- how often do you reglaze/ change the lens?

- style of glasses, do you have difference glasses you wear? i.e. sunglasses and reading glasses, etc

- where do you buy glasses?

- how would you prefer to buy glass, in the shop or online?

- would you buy glasses without trying them on?

- if you bought glasses online would you like a range sent to you to try on?

- age range 
- what do you use glasses for? everyday vision, reading, driving, etc

David Boyd - Customer Service Design

Customer experience design/service design - David Boyd

- Design process applied to business problem
- Customer needs are evolving continuously - "business and customers are demanding more for less... and faster"

Ease customer needs - efficiency business need
Intersection between these two things is the market opportunity - where design comes in

NZ POST
The carriage of information
New ways of thinking and doing things to diff from other people in the market who can do that same thing - digitally, digital interaction 
- how can the make the parcels and delivery of the business and experience and part of the business 

Role of designer is changing from...

Designer as hero
-owns ideas
-seeks mandate
-peripheral to the business - separate to client
-process as IP
-Opaque

to... 

Design as facilitator
- seeks collaboration- working with clients
-embedded in the business
-shared process
-transparent
-sandbox curators - everyone can play and your role is to guide them and get the best outcome

Design process
-Empathy - understanding clients, their needs, morals, beliefs, etc
-Define the problem - look for trends, habits, etc which helps define the brief
-Segmentations - based around needs (like personas but more focused on the actually needs and range of users).
-Journey maps
-Pain map - problems
-Ideation - throw ideas around, people engaged
-Co-design - got people to design how they want systems to work, how it would suit the client
-Rapid prototyping - need to do stuff fast, get people building their ideas
-Prototyping - testing ideas and find out what problems 
-Proposition design - bring ideas to life and bring the experience to life to create an experience
-Implementation - given to designers to execute
-Evaluation - customer evaluation 

Design - build - test - refine

The design process should never end
- the customer need is always changing so you have to keep up
- creates more design opportunities for service design


Base your ideas on fact and research, make them feel comfortable and show them what they need

Spectacle Wearer of the Year

 This image is from the home page of the specsavers website. Something that caught my eye was the clean look and feel to the layout. The shapes are consistent and the photographs communicate the variety of people they cater for.

 Something that Spec Savers do each year is a competition called, 'Spectacle wearer of the year'. This is something that is advertised and broadcasted everywhere and brings a lot of public to the company. Mr foureyes could benefit from something similar to this because they had no physical budget for advertising this can be done only online. It also showcases the ages, gender and different styles.

Opportunity

THE GAP IN MR FOUREYES

From the first meeting with the client:

Target budget – Its not a low cost for Nz

-       $300 For the cost of glasses

-       Ultimately would like manufacturing to be in Nz

Packaging        - Flat case, fold up idea

-       Flat packaging (ikea)

-       Safer, more efficient and economic

Ethos                - Brand values emphasis (Clear vision delievered in style)

-       Quality, story of other achievements

-       Quallity and service

-       Idea of clear vision, customer and person, reading help, aiding disability

Typical Process – Eyes tested (spec savers offer free eye testing for children )

-       Pick frames

-       Lenses

-       Extra Coding

-       Unknown and unintentional costs that occur throughout process

-       Often customers see this additional costing as something that they need rather then want, Mr Foureyes wants to bridge that gap and create and experience that will make customers WANT to actually invest in these glasses. Through quality and style.

-        

Free glasses     - Target audience is the children who find it difficult to read      and learn .

-       Wanted organizations to distribute free glasses

-       Unclear on follow up, lens changes

-       Opportunity here for information in schools,

-       Mobile testing unit

-       Cash flow determining the ranges (kids)

-       Were unsure on how much they were or were not needed

Branding          - Stylish and sophisticated, reflects higher quality

-       Brand image, wanting visual identity

-       Focus on communicating brand

-       Wanting strong input of personality

-       Retaining strength in their story, what they do

-       Warm and approachable

-       Personal aspect – instagram

-       Presence on Socail media

-       Developing stories on giveaway glasses. Being sensitiove in these cases

-       Hopes of stocking in similar stores to Good As Gold

Online Opps    - Try on services

-       Packaging

-       What is sent out and how

OPPORTUNITY FOR US

Packaging 

 Each pair of glasses comes with a Case and a cleaning cloth

There is opportunity here to redesign and re-package what the customer receives, this could be

                          - Colour

-       Material used in the process

-       An interactive component

Maybe something that requires or encourages you to post a photo on social media or something that encourages you to play with or work or build something to do with your glasses case or your information card or to do with the free glasses

-       Change in cleaning cloth (material, colour, size, shape)

-       Additional information card of ethos and giveaway aspect

A small card or photo of something to do with the giveaway glasses, additional information of what it means to buy 1 get 1 free. A photo (word vision update card ideas) in less charity way.

Reusable cases

-       Flat lay constructible cases – sustainable, eco friendly, NZ based

Customer receives what they have purchased in a case that is either constructed before hand or can be constructed when received. An a4 (or bigger) sheet with information, instructions and op out shapes that assemble a case for your glasses.

Opportunity for a zerowaste pattern making in pop out glasses.

-       Opportunity to zero waste design in fold up flat lay

-       Sustainable materials

Try on services

-       Versions of stocked frames printed in colour and shapes able to be assembled by users to try on at home and not worry about sending back or paying additional fees.

-       Fold up plastic or cardboard frames, slide in and out colour and texture prints.

Plastic clear frames that can be either sent to customer or sent to customer to build with colour, texture and style slide in that the customer can choose and wear examples of what top buy. This is an alternative and easier way for the customer to try on the glasses and see for them selves with no hassle of returning the glasses or holding onto expensive stock. Would be beneficial for Mr Fouryes as they wouldn’t have the task of retrieving the glasses.

Personality

-       Insert personality through quirky social media interactive hashatgs or photo opportunity

-       Advertise with fun and silly installations or pop up stores

-       Mirror idea

Pop up installations related through a theme around wellington that create the need to post a photo on social media. Hashtags and growth in presence and public interest in the brand.Insentive and/or pirze for one winner?

-       Spectacle wearer of year

-       Competitions and isentives

-       Follow up stories, maybe anonymous. Children’s growth ?

Similar idea to world visions follow up stories that allow the donator to see the progress that the child is making because of your help. This is encouraging for the customer to see and is also a way or advertising through word of mouth.

Sensitivity around this idea is quite important because the child and/or family might not want their information to be shared with a stranger. A way to do this anonymously.  A few follow up stories every six moths for a year (twice)

Done through the charity’s so identities are kept hidden. Through a customer number?

Social Media

-       Create some information or advice on what to post when and how

-       Instagram

-       Styling events, opportunity to grow

-       Tips and tricks to post on how to pick frames, colour etc for people to see and learn in a fun and interesting way.

Style events, every few months an event in the showroom in haitaitai for people that don’t know what suits them or what colours etc to choose. Way for interaction, a sophisticated and stylish opportunity to showcase glasses in a professional way.

-       Real world photography, relatable environments to be shot in with glasses. Showing strong NZ presence.

-       Information graphics, timeline showing from initial stages to story follow up from free pair.

Something for customers to see the journey. Something advertised on the website or social media. Visual giveazway for people to see how it works, explanation vid

Quality

-       Bring attention to the free reglaze service. Emphasis on the quality insurance and free services included.

-       Charity bonus aspect to play on hugely. Investment into two peoples lives.

-       Re design cases and information about quality that’s clean and sophisticated.

-       Source or research materials in Wellington gthat are sustainable.

-       Zero waste aspect

-        

Research

What I am interested in developing for the company Mr Foureyes are their glasses cases that they send to their potential customers. They send 5 pairs of glasses at a time so the customer can try their glasses on. 

I want to focus on durability, size, weight and style.

 This is an interesting style but could be redesigned with a more durable material.

 These focus mainly on durability but not so much style. 

These cases look durable, light weight and stylish. However the round shape of them (if 5 cases are packed together) could be irritating to pack and deal with.

Single glasses cases are good if you are receiving one pair of glasses however these customers would receive 5 at a time. So I researched glasses cases that hold about 6 pairs at a time. This could also save Mr Foureyes some sending costs. 

 This case is good because it looks like it would roll up into one bigger case, however it is made of a soft material and could break the glasses during shipping.

This  case looks durable, spacious for the glasses and stylish. If we could design packaging with a similar idea to this, I think it would benefit Mr Foureyes immensely. 

Gin Sparrow

Research

Mr Foureyes Research

Ravi and Stephanie are a husband and wife team who are committed to helping others through Mr Foureyes. The idea for Mr Foureyes started through Ravi’s volunteer work for Volunteer Ophthalmic Services Overseas (a charity that works alongside better known charities like the Fred Hollows Foundation), where he identified that families in both New Zealand and the Pacific often struggle to afford the high cost of prescription glasses for their children, which can affect their performance at school.

Mr Foureyes have developed a social enterprise that offers a buy-one, give-one scheme – for every pair of prescription glasses purchased, a pair will be donated to children in need.

They are also planning a new strand for their enterprise – developing a more comprehensive school-screening programme in New Zealand.

Ravi is an optometrist and Stephanie is a project manager.

(Source: http://akina.org.nz/venture/kiwi-optical/)

Packaging

Their price range currently stands at $300 NZD. The price is a big component of shipping as they currently have bulky material/packaging. Creating a flat case will substantially reduce shipping costs as it is more lightweight and will allow packaging to be more compact when shipping. 

Desired style: Approachable as a brand, stylish and sophisticated but "not too cool for school". As their glasses are based primarily in New Zealand, they want the packaging to have some kind of connection to New Zealand to help differentiate them from other markets. They are interested in using sustainable New Zealand materials. 

Currently has no open stores (predominantly online), so consumers are not able to try on their glasses. We had a discussion about using paper glasses instead of the authentic ones. This will allow the consumer to try on different styles of glasses that they are interested in and not have to worry about the hassle of returning them. Using paper means that they are easily recyclable as well. 

Other things we could consider making: 

-Pamphlet to help introduce their brand and what they have to give. e.g. Buy one, give one. It will also have more of a detailed explanation about their aim to help kids read. A little background story about their products. Who they are? 
-Something that allows consumers to follow up from the kids.
-Social media
-Mobile testing unit
-Glasses frames?

"In addition to providing affordable prescription eyewear options to those who need it most, the company is also strong on helping people re-use their own frames with new lenses, which reduces waste and lets people keep the frames they love."

(Source: http://www.nzherald.co.nz/element-magazine/news/article.cfmc_id=1503340&objectid=11344161)

Social Media

Currently has around 44 likes on Facebook.
Increasing their popularity on social media will help promote their business.

-Social media bathroom mirrors. 
Will allow consumers/future consumers to take a "selfie" with the product and share it on social media with a hashtag. Possibly could be done by using an LCD screen + mirror or using something simple such as a window decal. 
Social media has been one of the most inexpensive and effective way to promote business. A lot of people are tempted to take photos if there is something new or quirky introduced to a ordinary space.
Could also consider adding some sort of prize to encourage people to share their photos. Words certainly gets around faster with the help of social media.

Does not have to be limited to only bathrooms. Some other places we could possibly consider:
-Bus stop shelters (reflective windows/mirrors)
-Walls
-Changing rooms
-Schools
-Outside spec-savers (Free eye test for kids)
-Outside shops (Glass with a mirror behind it)

LCD screen + Mirror

Decal + Mirror

Installations

Having an installation within a ordinary/boring space. Helps grab people's attention.
Maybe showing a blurry side and a clear side on each lens to create awareness about kids and their eyesight. 

-Rebecca