Prototyping Smart Phone Tours Prototyping Smart Phone Tours in KRADDin KRADD

Rachel M. Mason. Codie W. Monhollen, Kyle T. Horn, Rachel M. Mason. Codie W. Monhollen, Kyle T. Horn, and Brandi L. Vaughnand Brandi L. Vaughn

Appalachian Ideas Network 5th CompetitionUniversity of Kentucky

GSTR 110 Berea College

Berea KY 40404

EPG instills abilities via Service-Learning

Mission statement - educating and inspiring students from Appalachia to become service-oriented leaders

1,500 liberal arts students

150 years

Learning, Labor and Service

EPG Program defines “Entrepreneurial Leadership” as:

"A process when one person or a group of people in a community originate an idea or innovation for a needed change and influence others in that community to commit to realizing that change, despite the presence of risk, ambiguity, or uncertainty".

Inspire and grow Southeast Kentucky founders

EPG Program can be the formation seeds

The context or community partners setting

13 States of Appalachia

Poverty rate in Appalachian Kentucky – 15.8%

Percent of High School Completion in Appalachian Kentucky – 17.1%

Rural Communities

Madison County population – 71,000

Leslie County population – 14,000

Knott County population – 13,000

Eastern KY County seat populations – 300 / 800

Kentucky River Area Development District Population Change from Census 2000

to July 1, 2008: -3%

Kentucky River Area Development District High School completion 65% and

College completion 10.5%

31% of households in the past 12 month incomes are below the poverty level

Kentucky counties in the sKYward Trails System

22

GSTR 110 Critical Thinking

NEAT Tourism

Kentucky tourism is $10.1 billion $10.1 billion industry employing 176,840 in 2007.

Tourism looms large within the Appalachia’s postindustrial economy.

Source: Berea Tourism Commission Strategic Plan, 2007 : //www.berea.com/PDFs/StrategicPlanFINALOct%2017.pdf

• $136 M in Madison County in 2003

• 36% of $136M comes from Berea

• 43,000 vehicles pass through I-75 daily

• 200 motor coaches w/30 people visit Berea annually

Berea Tourism

562

VISION STATEMENT

.

Our Vision

recognized as one of the great destinations one of the great destinations of the United States

a celebration of Appalachian heritage and life

innovative and quality multi-county trail systems

world‐class adventure recreation venues

Our methods of discovery

IDEO has institutionalized the principles of

DISCOVERY

LEARNING

ENGAGEMENT

Gates Foundation

Characterizing a Design Thinker

Empathy. They can imagine the world from multiple perspectives – those of colleagues, client, end users, and customers.

Integrative thinking. They not only rely on analytical processes but also exhibit the ability to see all of the salient – and sometime contradictory – aspects of a confounding problem and create novel solutions that go beyond and dramatically improve on existing alternatives.

Optimism. They assume that no matter how challenging the constraints of a given problem, at least one potential solution is better than the existing alternatives.

Experimentalism. Design thinkers pose questions and explore constraints in creative ways that proceed in entirely new directions.

Collaboration. The increasing complexity of products, services, and experiences has replaced the myth of the lone genius with the reality of the enthusiastic interdisciplinary collaborator.

Tim Brown, Design Thinking (Harvard Business Review, June 2008)

A Focus on Community Partners/Customers/Users.

Broad, Multi-Disciplinary Influences.

Ideation with Prototyping.

Finding Alternatives.

Wicked Problems.

Emotion.

Design Thinking / Service Learning Engagers

2008 Survey of Wicked Problems*

1. Balancing long-term goals with short term demands.

2. Predicting returns on innovative concepts.

3. Innovating at he increasing speed of change.

4. Winning the war for world-class talent.

5. Combing profitability with social responsibility.

6. Protecting margins in a commoditizing industry.

7. Multiplying success by collaborating across silos.

8. Finding unclaimed yet profitable market space.

9. Addressing the challenges of eco-sustainability.

10. Aligning strategy with customer experiences.

* A wicked problem is a puzzle so persistent, pervasive, and slippery that it can seem insoluble.

Source: Neutron and Stanford University, 2008.

Ideation, Prototyping

Idea Generation

Human Centered Discovery

Opportunity Recognition and Concept Design

Build Prototypes Testing

Obtain Feedback

Analyze Feedback

Do we need further refining?

Yes

Modifying the Understanding

Learning

More Learning

What If ?

Or

How might we find answers to….

Common tourist questions

• Where should we go? DESTINATION • What is there to do? NAVIGATION• How are we going to do different activities? • When is the best time?• Where are things? WAYFINDING• Who can I tell about my trip?

Our initial model

What is a cell phone tour?

Let’s Listen

We can do that!

Manufacturer Motorola AppleResearch in

Motion T-Mobile Samsung

Product Name Droid iPhone 3GSBlackBerry Tour

9630 myTouch 3G Behold II

Carrier Verizon AT&T Verizon T-Mobile T-Mobile

Display Resolution 480 x 854 inches 480 x 320 inches 480 x 360 inches 480 x 320 inches 480 x 320 inchesCamera Flash Yes No Yes No YesGPS Yes Yes Yes Yes YesWiFi Yes Yes No Yes YesE-Mail Yes Yes Yes Yes Yes

Included Software Google Maps Navigation

Digital Compass Visual voicemail Amazon MP3TeleNav

Safari VZ Navigator myFavesYouTube Google Maps

MP3 Yes Yes Yes Yes YesWMA Yes Yes Yes YesOther Media MPEG-4 MPEG-4Streaming Video Yes Yes Yes Yes Yes

How many of you have a cell phone?

How many of you use the cell phone to help decide where and what to visit?

How many of you used the cell phone to travel here?

One Prototype:

Anglin Falls, Madison County, KY

Cell Phone Tour Options

How to Get Started: 6 Steps

Content Development

ANGLIN FALL CELL PHONE TOUR

KNOTT COUNTY CULTURAL CELL PHONE TOUR

• What is a SMART phone tour?

CUSTOMER STORY

Tell the story of a typical customer here

SHOW the City Slickers Clip

Source: 2007 Comprehensive Eastern Kentucky Adventure Tourism Plan, Dallas TX, Pro Consulting

…the mobile Internet will be bigger than desktop PCs in five years

Mary Meeker , Morgan Stanley on Internet trends at Events@Google

April 10, 2010.

…aiming information services at tourists makes sense—since people are more likely to want

information when in an unfamiliar place. It could give mobile roaming a whole new meaning.

2006 The Economist Newspaper

Seed funds$2,000

“incubation support”$5,000

Kentucky Mountain Trails Authority

Mobile Coupons

“Texting is still the most common activity on mobile – engaged in by 224 million mobile users according to comScore and detailed in our report,”

Incorporating location information, combined with the high level of attentiveness – 60 percent of consumers receiving location-based SMS messages open them immediately - gives retailers the ability to influence consumers when they are in the mindset to take action. 

Expect more retailers to shift budgets to mobile in 2010, Mobile Commerce Daily.April 16, 2010

Strategic partners

Acceptance and welcome

Expanding on reputation

Design Thinking

Celebrate

What’s next?

Three Gears of New Venture Design

1. Understand KRADD visitors more broadly and deeply.

2. Generate possibilities.

3. Plan the net gain of the investment into an operating model.