NaviGap UML diagrams

Maria Bobkova Leave a comment

In this part, we will talk about our development model views described in Unified Modelling Language. UML is a language which we will apply to describe use cases meaning the interactions of an actor (user) and a system to achieve certain goals. This is an in-between process: after we gathered all requirements and shaped our agenda and before we actually started coding.

Our app users

In previous posts, we identified our user personas. Now we can proceed and implement those personas into our interaction use cases. It helps us to identify the functionalities we want to offer to them. We don’t have to cover now the scenario of a registered or authenticated user, but we will treat as a seperate diagram.

Our app functionalities

Now we identify general functional blocks we offer for the actors (personas) aligned with activities they perform.

The First Persona is identified as a novice who comes for social value and expert advice. is clearly interested in

The Second Persona is an expert who was a novice at the beginning, but after a certain amount of contribution (posts, advice, photos etc.) became an expert (high degree of centrality) and can provide help/advice/guidance to novices.

Finally, the Third Persona is a commercial partner type of user who is interested in business add-on value.

Three iterations are needed to reach the outlined use case scope.

Figure 1. Use Case Diagram: NaviGap interaction

At this point, we can augment the Persona 1 case by expanding each functionality. For example, ‘Seek travel inspiration’ functionality:

Figure 2. Use Case Diagram: Augmented functionality

Through each augmentation iteration, we ask ourselves: is it enough? have we listed all possible functionalities that we can release? Step by step we will augment our UML layout and add blocks to each functionality. After each functionality has a detailed list of sub-functionalities we can look at it critically and think of additional features that will give us a competitive edge.

Our app communication diagram

As an example of UML communication diagram, we show the scenario when a user wants to login into their account. That provides a model-view-controller perspective of interaction.

 

Figure 3. Communication Diagram: Login

Our app state diagram

State diagrams can be seen as the essence of object-oriented programming (OOP). Those diagrams are good when we want to describe the behavior of a single object. In general, those diagrams define various states of an object during its life cycle.

A state diagram represents the actual changes in state, not the particular processes/commands creating those changes.

Figure 4. State Diagram: Novice User object

 

Why we need all those diagrams?

We assume that our team should have a clear understanding how the users interact with the App, what functionalities we are planning to offer to them and in what way they can access them. Overall, each diagram builds up a clear understanding of what is expected from the app, what role the users and other actors play in it, and helps to shape the outline of the UI design.

 

Model-View-Controller framework

Maria Bobkova Leave a comment

When choosing a system architecture design framework for our app, we picked the Model-View-Controller model and we will explain the reasons behind that.

Historically MVC was the earliest example of Graphical User Interface design approaches since its introduction by Trygve Reenskaug  MVC into Smalltalk. It solved the problem of user control over large data sets. The idea was to create an illusion for the user that they control the data domain.

Screen Shot 2017-03-20 at 10.53.53

Figure 1. The original concept behind MVC

 Although originally developed for desktop software, MVC became largely popular for web/mobile applications architecture design.

What does MVC mean?

Model is the knowledge domain.

View is the visual representation of the model.

Controller is the link between a user and the system. Provides means for user input and produces means for user output.

MVC-basic

Figure 2. Basic MVC interaction diagram

This structure splits the architecture of an app into three interconnected parts, so that the internal representation of information and user representation of information can be separated.

For example, we can look at the Web from the MVC point of view. The model is HTML that communicates the knowledge to a user. The view is a CSS that makes the information readable and nicely represented. The controller is a browser that renders the HTML and CSS and produces an output and translates the user input into script code. From the evident statistics of the Web usage, we can conclude the MVC model works fine.

The pros of MVC

  • Simultaneous development. Because the components are separated, different teams can work with different components of an app without blocking the work of others. For example, development can be divided into back-end and front-end, whereas the latter do not need the server-side data structure to design the user interface and vice versa.
  • Reuse. Again, because of independent components, the components code can be easily reused in other applications.
  • Multiple views of a model. New features and business entities can easily fit into an existing pattern.

The cons of MVC

  • Learning different techniques. Developers have to be skilled in different technologies and multiple coding techniques.
  • Complex design pattern. Although the main concept is quite straight-forward, the structure of each component can get very bulky and complex.

We conclude that the MVC design pattern is aligned with our design and development core.

Screen Shot 2017-03-20 at 10.47.26

Figure 3. The NaviGap MVC design pattern

We have chosen to use Django python web framework because it is open-source, free and is targeted at highly-loaded database-driven applications. Django web framework is viewed as an MVC architecture. The Model is an object-relational mapper assisting connection between data python classes and a relational database. The View is a system processing HTTP requests and the Controller is the URL dispatcher. Also, we will be using AngularJs to extend the capabilities of declaring dynamic views in our mobile app.

In short, we have a layout of planned works to be done.

Process plan:

  1. Building RestServices using Django & DjangoRestFramework
  2. Building MobileApp
  3. Integration of AngularJS and Webservices
  4. Deployment

Using open-source frameworks and environments not only reduces our costs of production, but provides opportunities for collaboration, and expertise from the developers’ community.

NaviGap Development Costs

Rachel Hamilton Leave a comment

NaviGap Development Costs:

The primary factors that we see as influencing the development costs of NaviGap include:

  1. Monetisation Model
  2. Platform
  3. Functionality
  4. Design
  5. Research
  6. Developer

1.Monetisation Model

It would be easier and more straight forward to create an app that is simply sold for a fixed, upfront price as opposed to one with In-app purchases that will require continuous updating to the software. We have decided on a blend of models that will include in app purchasing therefore long term costs of development need to be factored in.

2. Platform: Android Or Apple

iphone mapIt is possible to build an app that is accessible on a number of devices: iOS (iPhone and iPad), Android, Windows Phone, the Web or one that can be used on all of them. The price of development will vary accordingly. At this stage we are only considering mobile apps however, and therefore our options are either Android or Apple. We have determined that our app is to reach a demographic of 18-25 years olds so JAMR researched which platform would best suit this.

Image from blog.mobiscroll.com.

Each one of the aforementioned platforms requires a particular programming language, different development environments and programming models based on platform-specific APIs. For example, developing applications for Android requires Java, while developing applications for iOS requires Objective-C. It is apparent that, if a company decides to support both Android and iOS platform, there is a constraint to maintain two versions of a single product: one version implemented with Java for Android and a second version implemented using Objective-C for iOS. Mobile cross-platform tools (CPTs) provide an interesting alternative to native development. Cross-platform tools aim at sharing a significant portion of the application codebase between the implementations for the different platforms. This can drastically decrease the development costs of mobile applications. (Willocx ,Vossaert , Naessens, 2016).

JAMR intends to use a CPT to generate an app for both IOS and Android.

 

3. App Types & Functionality

The technical specifications of the app will be the single biggest factor in its cost. App types down into the following four categories:

  1. Table/List – designed primarily to display a relatively simple collection of information
  2. Database – designed to allow users to find, sort, and display data from data sets
  3. Dynamic – designed to cooperate with other platforms and software via APIs.
  4. Games- designed to be dynamic and have advanced features.

The more complex the functionality, the expensive the corresponding development cost will be. Quotes will need to be solicited from multiple developers, however, JAMR plans to develop the app ‘in house’ using our teams software development skills thus reducing the cost of development.

 

4. Design:

The design is an important feature of the App, particularly in terms of attracting a user to the initial download since customers are attracted by an icon and/or design. Similarly, design can make them want to use the app more, NY Times 2015.

A compelling design generated from a proven design team with a consumer-tested portfolio, could be very expensive. JAMR need to budget and prioritise based on the young person target audience who potentially are very design sensitive, therefore priority will be given to a high end design.

 

  1. Market Research:

The traditional questionnaire survey incurs a great human and financial resource. Whereas an online survey system could immensely cut the costs of questionnaire printing and labour in terms of service fees for interviewers, travelling expenses and data entry fees with a fixed cost will be paid that includes questionnaire design fees, network expense and data analysis service fees.

Other advantages of web-based questionnaires are:

  • Automation and real-time access.  Analysis is easier, and available immediately.
  • Convenience.  Respondents can answer questions when they want.
  • No interviewer.  No influence from the interviewer, means less bias.
  • Target Population –The sample may prefer just online surveys.

Therefore, a web-based questionnaire could replace the traditional paper questionnaire with minor effects on response rates and lower costs, potential disadvantages being a lack of respondent cooperation in terms of internet uses receiving lot of feedback requests, and the lack of interviewer to clarify respondent queries could mean that data collected is less reliable. (Hohwü, 2013).

 

6. Developer: Freelancer vs Agency

Different apps vary widely in developmental cost and there are 3 basic categories of developers you can choose from:

  1. Freelancer – affordable option
  2. Small agency – specialists in specific areas
  3. Large agency – big brand guarantees

Clutch surveyed representatives from 12 leading mobile application development companies to determine cost ranges of building an iPhone app and the key variables of cost and found that the median cost  range is between $37,913 and $171,450, but could be as much as $500,000.

NaviGap however will be using JAMR’s ‘in house’ software developer on this project.

 

Hohwü, L., Lyshol, H., Gissler, M., Jonsson, S. H., Petzold, M., & Obel, C. (2013). Web-Based Versus Traditional Paper Questionnaires: A Mixed-Mode Survey With a Nordic Perspective. Journal of Medical Internet Research, 15(8), e173. http://doi.org/10.2196/jmir.2595

Personas

Maria Bobkova Leave a comment

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We have outlined in detail our goals and incentives, and especially mentioned our focus on the user, so now it is reasonable to prepare persona portraits to encapsulate our typical audience representatives.

In any platform development and design, it is necessary to think about who, how and why will use your product. Taking into account habits, wishes, concerns of our personas will drive the design vision and functionality of our app. We take into consideration the ‘use activity’ in order to compile our development requirements.

Behind our user interface is the understanding of real-life interfaces to support the process of traveling. We believe in a niche targeted approach so that best suitable scenarios fit a prefixed user group of a certain type.

In their academic research Viana G., Robert JM. (2016) give a definition for personas: they “are “hypothetical archetypes of actual users through which designers can develop a precise description of [the] user and what he wishes to accomplish”. In their paper, they conclude that building personas is helpful for designers to visualise and summarise functionalities and features of a product that is to be developed. Although, they note that it should be done in conjunction with real user usability testing. That said, our persona portraits represent a concentrated view from different angles of our potential users.

Our personas were generated from the thorough review of forums and related social networks followed by classification and critical analysis.

First, we brainstormed persona types and came up with three portraits: an undergraduate first-year student (18-22), a mature student (22-25) and a commercial partner. Our user experience team talked to representatives of these user groups (at university, book stores) acquiring tons of data and identifying motivations, worries, past experience, characteristics, and needs.

Second, our team collectively gathered, sorted out, systemised and classified all the data to produce objective portraits with a rich description of each persona.

Here are the results:

Screen Shot 2017-03-18 at 15.00.56 Screen Shot 2017-03-18 at 15.03.22 Screen Shot 2017-03-18 at 15.04.03

We hope that such user-centric design will elevate our product value to the highest level.

All images are used under CC license.

Monetisation Models

Rachel Hamilton Leave a comment

Monetization image

The Monetisation of NaviGap

The monetisation models that are commonly used in popular Apps have been identified to help guide us through the best model for NaviGap.

 

Model 1- Freemium – Used by LinkedIn, Spotify, Evernote

Freemium is a model where the application is free, but has upgrading options and locked features that customers can to choose to pay for. It is becoming increasingly popular as it is so easily adapted to any app. A similar option to this is offering a limited time trial of a freemium service to get people through the door and wanting to upgrade to the paid accounts.

 Pros

  • Users who ‘try before they buy’ are more likely to become engaged and buy it later.
  • Allows developers to generate a large user base with the view of up-selling.

Cons

  • If there are not enough features for free, the users may drop off
  • If too many features are for free, no one will want to upgrade.

 

Model 2 – Subscription – Used by Whatsapp, Apple Music, Netflix

In this model the Apps are free but the content needed to gain value from the service is locked and requires payment in the form of a Weekly, Monthly, OR Annual subscription. There is usually a limited time free trial for the service. The subscription price is usually smaller than the one-time price to incentivise the user into a longer term commitment.

 Pros

  • Constant revenue stream
  • Loyal app users

Cons

  • It hard to determine just how much content to provide for free.
  • Subscription requires a commitment from a first time user.

 

Model 3 – Sponsorship – Used by Runkeeper, Menulog, Pinterest

Sponsorship is a monetisation method which offers advertising space to brands within the app, who then offer exclusive deals and discounts to app users.

Pros

  • The developer gets money from the sponsor.
  • The customer gets exclusive discounts and offers.

Cons

  • The app needs to have a strong brand behind it to convince sponsors of value.

 

Model 4 – In-app purchases – Used by Candy Crush, Tinder, Snapchat

Users can choose to buy extra functionality, tools, features and content. For example, Snapchat generate a revenue stream through the small % of users who would want to replay a snap more than once (£0.99).

Pros

  • Minimal risk in implementing this model.
  • Buying features typically lead to better user engagement.

Cons

  • The app stores will take 30% of the profits from in-app products
  • Users may be less inclined to download your app if they see that it includes in-app downloads

 

Model 5 – In-app advertising – Used by Facebook, Google, YouTube

The App is Free to download but comes with advertising within the app.

Pros

  • Works well if your app is a new concept to the market because you can develop a large user base and collect data on them.

Cons

  • Generates quite small revenue per user. According to Monetize Pros, most developers will only generate $1.50 per thousand impressions of their ads.
  • Reputation for being annoying and disruptive to the user experience.

Calculating potential ad revenue from mobile ads:

Cost Per Install CPI: You get paid for every time someone installs the app that’s being advertised after clicking on an ad in your app – provided that an app IS being advertised.

Cost Per 1000 Impressions CPM: An Impression is the number of times the ad has been seen. One impression means the ad has been seen one time.

Which monetisation model will best fit NaviGap?

Points JAMR considered:

  • What is your user’s overall goal during an app session and so how will each monetisation model impact them achieving that goal?
  • What industry is our app in and how would user experience be compromised as a result of each of the monetisation models?
  • Are there likely to be any drop-off points when we could prompt users with a well timed freemium ad or in-app purchase of premium content?
  • What type of ad will genuinely be most helpful to users,  what are our user’s needs? What kind of advertising, extra features, or brands would our users enjoy being exposed to?
  • What monetisation models do our competitors use?
  • Are there any potential partnerships we can leverage?

Conclusion:

NaviGap will develop a blend of In App purchases and In App advertising models. This is because it is primarily an online social network, users will log in with a profile generating a lot of useful user data and since we hope to engage users for prolonged periods and on a regular basis, we can target suitable and valuable In App advertising from travel based providers that can offer flights, accommodation, tours, equipment and accessories specific to the audience needs. There are a number of brands that users of a travel companion site would find of use, for example: STA travel, The Stoke Travel Company, Trtl travel pillows and EastPak luggage.

NaviGap will be providing users with interactive maps and travel guides meaning that an In-App purchase model is also very suited. The App itself will be free and come with full user functionality as an online social network, alongside a generic map and one location guide. Users can then purchase additional specific maps and guides to suit their needs.

NaviGap-A Brief Overview of Legal Obligations

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 Law pic app

 

There are numerous laws that an app creator/developer must be aware of and we will take our legal obligations seriously, here are just a few ways we recognise our duties.

 

I Data Protection

UK data protection law will change on 25 May 2018. This is because of the introduction of the EU General Data Protection Regulation (GDPR). This regulation will replace the Data Protection Act 1998 in the UK. NaviGap is aware of this change in legislation and will do everything that is needed in order to comply with its data protection obligations.

  • Awareness of our obligations in regard to controlling data and the processing of data.
  • Only collect data that is necessary to what the app concerns.
  • We will only store users personal data for as long as it is needed and not for any longer than necessary.
  • We will inform users about how there personal data will be used, collected, stored.
  • Any written communication received for a copy of a user’s personal data will be answered.
  • Review and update compliance measures in light og the new regulation.
  • Be transparent and fair in Privacy Policy and other contracts (Consumer Rights Act 2015)

II Privacy and Marketing

  • We will uphold user’s privacy from the very start of the development process of the app.
  • Not send unsolicited messages unless we have consent from our users.
  • Will not ask users to pass on marketing to others, unless consent.
  • Privacy and Electronic Communications Regulations 2011
  • We will develop a privacy policy that is transparent and that is accurate to what we will do and how we will comply with the law. This will disclose the handling of personal data: collection, storage etc.

Privacy Policy (NaviGap Rough Example, Practical Law)

NaviGap (we) are dedicated to protecting and ensuring your privacy.

SCOPE OF POLICY

This policy (together with our end-user licence agreement as set out at [WEB ADDRESS OF EULA] (EULA) and any additional terms of use incorporated by reference into the EULA, together our Terms of Use) applies to your use of:

NaviGap mobile application software (App) once you have downloaded or streamed a copy of the App onto your mobile telephone or handheld device (Device).

Any of the services accessible through the App (Services) that are available on the App Site.

This policy sets out how any personal data we collect from you, or that you have provided to us, will be processed by us. Please read the following in order to appreciate how we will use your personal data.

USER DATA COLLECTION

1.1 We will collect and process data about you:

  • This is information you give us about you when prompted on the App or by corresponding with us (e.g. email). It also includes information when you register to use the App, make an in-App purchase, share data in the App, [ ANY OTHER ACTIVITIES COMMONLY CARRIED OUT IN CONNECTION WITH AN APP] and when you report a problem with an App or a complaint.

1. 2   If you contact us for any reason, We will keep a record of that correspondence. The information you give us may include your name, e-mail address, home address and phone number, the Device’s phone number, age, username, password and other registration information, billing information [OTHER INFORMATION ASSOCIATED WITH AN APP]

1.3 Information can also be collected automatically. A lot of information can be collected when using the App, including:

technical information, including [the type of mobile device you use,] [a unique device identifier (for example, your Device’s IMEI number [OTHER INFORMATION USUALLy ASSOCIATED WITH AN APP]

Device Information;

Information stored on your Device that will be used by the App, including: contact information, friends lists, user login information, media such as photos and videos, [OTHER INFORMATION]

USER MARKETING RIGHTS

You have the right to ask us not to process your personal data for marketing purposes. We will usually inform you (before collecting your data) if We intend to use your data for such purposes or if We intend to disclose your information to any third party for such purposes. You can exercise your right to prevent such processing by checking certain boxes on the forms We use to collect your data. You can also exercise the right at any time by contacting us at [[ADDRESS] OR [E-MAIL ADDRESS]].

ACCESS TO INFORMATION

The Data Protection Act 1998 gives you the right to access the information held on you. Your right of access can be exercised in accordance with that Act.

 

III Intellectual Property

This is a big area, and all of these issues must be taken in to account.

We will endeavor to protect our own IP rights whilst making sure we do not infringe 3rd party rights or the rights of our users. A few points to consider:

  • May qualify for copyright protection for our app, original creative works-written/artistic works, including any original code and content.
  • The app’s name may qualify for trademark protection, if it is distinctive enough-App name, logo etc., presenting the commercial side. Patents- protect novel inventions and processes.
  • Determine whether a license is needed for certain uses.
  • Aware of a Sui Generis right for databases (Copyright and Rights in Databases Regulations 1997).
  • Not use any third party content, without express consent.
  • Document and be aware of all user-generated content (App terms and conditions).
  • Think about registering in other territories-brand expansion.

IV User Added Content

In order to protect the user and to prevent liability we will look closely at user added content. As the App looks to take on a social media role, there will be a lot of user added content, which might give rise to liability, it is important to minimise this risk.

User added content can: infringe others rights, be unlawful, defamatory etc. In order to best tackle this, the decision will be to moderate or not to moderate. The App will not be actively moderating content (to avoid liability) but when we are aware of it we will have a system for flagging up content that is deemed to be at risk. This will then be removed by the enforcement of a takedown policy, in the form of a link such as, (report abuse).

V App Use in Other Countries

Another issue to be concerned with as the App develops is compliance with laws in other jurisdictions. This can be for marketing and for use purposes. As the Web facilitates the ease of dealing internationally, an App is more than likely going to move in a direction to be used in other countries and not just the UK. For our App this is a target for us to reach in order to reach the most consumers and to then be able to give the best experience and options to our users. However, this must be done carefully or the App can infringe other laws in other countries, e.g. especially in regard to data protection where the law differs greatly from the US.

All in all there is a lot to consider here, and this is only a brief overview. We are aware of our obligations when dealing with the App itself and also our obligations to the user. These measures will continually be reviewed, and we will seek to protect information at all costs.

 

https://ico.org.uk/media/for-organisations/documents/1596/privacy-in-mobile-apps-dp-guidance.pdf

https://www.wrighthassall.co.uk/knowledge/legal-articles/2015/11/23/legal-issues-independent-games-developers/

To get up to date with the GDPR – https://ico.org.uk/for-organisations/data-protection-reform/overview-of-the-gdpr/introduction/

Competitive Analysis

Rachel Hamilton Leave a comment

Competitive Analysis

In designing this App, JAMR carried out a competitive analysis of the market as part of risk mitigation and identifying a gap in the market, in order to get a solid footing in the market and prepare for expansion.

Defining the Competition

The first step was to define the competition; any app that is providing a similar service to NaviGap. This was carried out by a search engine queries and App store search, using keywords specific to our app and the word  ‘app’ in the search terms. For example: ‘travel app’, ‘gap year app’, ‘travel community app’, ‘travel planning app’ and then compiling a list of competitors.

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Compare Products

Comparing our product to the competitors and by understanding our competitors, their product and market advantages will ensure we don’t end up going head-to-head with a competitor on their strong points. We identified every product feature that each of our competitors offers and then looked at their web-presence by searching the URL on Alexa to view their visitor traffic ranking. Their social presence was identified by pasting their social media URL’s into the Wildfire monitor page and getting a preview of their social media presence.

Value

Researching what value our competitors are offering and what value is unique is an important facet of competition. There are generally certain value offerings that are an expectation of customers within an industry such as being ‘bug-free’, therefore we are only interested in the unique value offered.  Don’t use these as our ‘point of difference’.

SWOT analysis

A SWOT analysis is the breakdown of our competitors perceived strengths, weaknesses, and what opportunities that this creates for us and what potential threats are presented. Using this information allows us to create something that’s unique in its own right. When looking at the competitor apps, we asked ourselves the following questions:

Strengths

  • What advantages does their application have?
  • What do they do well?
  • What other strengths do they have?

Weaknesses

  • What could they improve?
  • What should they avoid?
  • What are people in the market likely to see as a weakness?
  • What other weaknesses do they have?

Opportunities

  • What opportunities can you spot that they should be taking advantage of?
  • What interesting trends are you aware of that they may not have noticed?
  • What other opportunities can you spot?

Threats

  • What obstacles do they face?
  • What are they doing that could pose a threat to your business?
  • Is changing technology threatening their position?
  • Could any of their weaknesses seriously threaten their business?
  • What other threats can you identify?

App Store Ratings

This data tells us whether or not our competitors have a good track record with their users. It allows us to identify opportunities for development and features based on users requests and complaints and generates a target audience ‘needs’ analysis and allows us to offer the audience what they want.

The Competitors identified using the above steps fall into 5 general categories of travel apps and are as follows:

  1. Booking apps: Apps enabling users to book travel and/or accommodation.
  • Skyscanner
  • Expedia
  • Airbnb
  • Travel republic
  • Couch Surfer – find low budget ‘sofa’ accommodation.
  • TripIt – Ticket organisation app
  • STA travel- book travel, accommodation and tours.
  • Student Universe
  • Gap360

2. Advice apps: Apps providing users with a recommendation of places of interest.

  • Tripadvisor: appraisals of hotels, restaurants and attractions. Book flights and attraction tickets. Find places nearby, user reviews.
  • Triposo: travel guide; algorithms to deliver recommendations to destinations. Personalise your trip with expert suggestions, book online.
  • Safer Travel: highlights safety tips and potential risks per destination and numbers.

3. Guide Apps: Apps designed as online guide books.

  • The Gap Year Travel Guide: the magazine of destinations, opportunities (work, volunteer, teach), advice for prep, travel gadgets.
  • Tripadvisor City Guides
  • CityMaps2go
  • NomadHead: the magazine of destinations.

4. Blogging Apps: Apps enabling users to blog about their travels to friends and family.

  • Off Exploring: travel blog/ journal.

5. Volunteering apps: Apps providing opportunities for volunteering.

  • GiveGab: Connect with friends and find volunteering opportunities in your community.
  • Involver: Find volunteering opportunities across the globe.

6. Non-Apps and others of importance:

  • Geckos Adventures: Small group travel company for 18-29 year olds that books all aspects of the travel experience.
  • STA Travel Website: Student travel company. Has facebook page where you can ask advice.

Conclusions

From carrying out this analysis of the market, JAMR has found no evidence of competition from a website or App that provides a social network based travel community service similar to what NaviGap is proposing. The majority of services currently available focus on providing advice and inspiration or opportunity to book travel and accommodation. Whilst some of the providers offer a social network link to sites such as Twitter and Facebook, these mediums are extensions of contact with the company itself and are not designed to help link users with other potential travellers to plan a trip with or travel together.

Post by @RachelHamilton

Goldfish attention span

Maria Bobkova Leave a comment

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According to Microsoft research report, user attention span since the adoption of mobile technologies has fallen so low that even a goldfish can keep its thoughts for longer. In numbers, from 12 seconds to 8s!

Researchers in Canada studied electroencephalograms (112 participants) along with quantitive surveys (2000 participants) data to produce those controversial results:

Screen Shot 2017-03-12 at 13.37.10

The Web has enabled multitasking and provided a vast amount of information sources but changed the way users interact with the digital world: web consumers find it hard to focus on resources and content that demand prolonged concentration time.

Whether those controversial figures are accurate or not, the main point is evident: consumers interact with technologies differently than a decade ago.  Mobile phones, broad connectivity, social networks, and network effects changed the framework of user interaction for all web platforms.

All industries have to accept new rules of the game, and the travel industry as much as any other commercial sector. Relevant to our project is the article by National Geographic. It claims that Instagram significantly influences travel decision making. The concept of photo sharing on mobile devices is a fast and convenient way to hold that attention span and provide maximum content in a compressed format. Also, as a social network it has its important influencers, nodes with a high degree of centrality, thus, for example, an inspiring picture of Eyjafjallajökull volcano in Iceland by a user with +5K followers can attract considerable crowds to the real site.

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The practice of sharing inspiring travel content and online booking systems mean that you can easily choose and then reach any destination in a couple of clicks. Many tourist boards in countries like New Zealand, Australia, Norway have been using that phenomenon for their benefit. Inviting trendsetters to come and share their experience with the followers has been proven as a positive revenue model. For example, the town of Wanaka, New Zealand, in 2015, has gained a 14 percent increase in tourism by such practice.

Indeed, some controversial issues such as trendsetting versus conservation policy or basic safety precautions (Instagrammers risk their lives to get a great shot) have been at discourse. Nevertheless, it is clearly all about reaching the right balance between finding inspiration for travel destinations and mindlessly following some other person’s life.

So what does it mean for our App?

First, it is important to point out that our business philosophy aims at making young people happy and keeping them safe. Initially, we are aiming for a social benefit as our priority with future potential in monetization by partnering with trusted online booking service platforms. That is why we will connect our audience with trustworthy advice from people like them who have already experienced traveling at a particular site. We provide a platform for sharing ideas, advice, and inspirations. The Microsoft article points out some useful guidelines for marketers of digital products: to make your brand personal and transmit clear consumer value. That said, our team ensures we can answer such questions through the project’s lifecycle: how can we make our consumer’s life better, how can we satisfy their needs and concerns, and is our product relevant to their problems?

Second, our target audience is early adopters, heavy social media users. They use their attention more efficiently by quickly detecting which sources are worth it and which are not. They have an ability to multi-screen and parallel tasks, so the important question is not “how has the attention span changed in seconds?”, but more of “how can you grab the attention of a potential user for those 8 seconds?”. Do you concentrate on unique content, some innovative idea, creative environment, the presence of influencers?

The answer is, all of the above.

Keep it simple, clear, relevant, creative – that is our motto.

 

Why An App?

amy Leave a comment

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The digital age has expanded our horizons and has changed the way people think, create, browse and shop for their travel related needs.

Consumer Interest

Deloitte’s article, referenced below, has given insight into the ways that travel is now seen by consumers, in fact, the digital age has transformed the access to which consumers have to fulfilling their travel needs. The Deloitte article states that they found from their surveys that 59 % of people looking at booking a holiday are more aware of the advantages given by online sites, especially in regard to comparing prices online. This confidence and awareness of using travel sites/app’s is only set to continue, and so the use and the expansion of travel options available online needs to expand with this heightened consumer use.

The Deloitte research also found that people rely on the experiences of others and the ability to share their own, this is something that we have taken on board with our app, wishing to make it a place to review and share experiences with fellow gap year travellers. Moreover, the fact that our creation will be an app, makes it transferrable and easy to access from anywhere. There is no need to now wait until you are at a desktop to research, compare and share. Especially as our target audience is within the range of 18-25, and a lot of this generation carry a smartphone with them daily. This is vital information as if harnessed correctly, our app will grow and function not only for the users of the app but also by them; with their feedback and use of the app, changes and additions can be made in time to ensure effective user experience.

Why An App?

In order to be fully marketable a business needs to reach people, especially when everything is online and so easily accessible. An app is needed to enhance the number of people who see it. Today, most people don’t know what is on the application market, they search for an idea. If an app can make this business visible and accessible then this can fill a need, the user is satisfied and this is why creating an app is an important business decision. Also, an app can be viewed even if it is not directly relevant to the original search, but this creates interest and is why using an app aids marketing and recognition. If a user is drawn into the app and its unique idea or can see its usefulness, they are more willing to pay for other features and this will help not only in increasing sale and revenue in the future, but also aid the business to stand out from competition. All of this will then enhance consumer loyalty and support, if a consumer feels that the app is helpful and saves them time and money and gives them a connection to the business, they are less likely to go in search of another business to fulfill their needs.

Our App

Our app offers a unique selling point, a specific app for creating a personalised gap year experience that offers the ability of the user to create and share information with other like-minded travellers. Our app will be a collaborative platform where travel knowledge will be generated and shared. It offers a more personalised user experience and tailors trips depending on the time of year, expenditure and user reviews. The consumer is more informed than ever before, having access to many types of media online and also search engines. Our app will enhance the consumer experience by collating information for them, tailoring it to their specifics needs, saving them not only money but also their time, which is a big incentive.

As the Deloitte article points out, online travel has become a buyers market, which has expanded and is only set to continue due to continued site and app creation. Consumers, are still out to get the best deal and are aware that this is to be found online. This will be a selling point for us. We will be set on creating the best deal for our app users, making sure they are kept up-to-date with the best possible offers, group trips and individual tours, and that this is continually reviewed. We will also carry on the incentive to existing users, as it shouldn’t just be new users who get the best deals, but all users of the app. We will ensure to give incentives throughout the use of our app, including discount codes, advice and the unlocking of other features on the app.

Deloitte Article: https://www2.deloitte.com/us/en/pages/consumer-business/articles/travel-hospitality-industry-outlook.html

Creative Brief

Rachel Hamilton Leave a comment

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Client: Dept. Electronics and Computer Science
Project: NaviGap Smartphone App
Date: March 8, 2017
Document Version: 1.0

JAMR Project Team: Who will be working on this project?

Module Comp 6217
Rachel Taylor Hamilton
Maria Bobkova
Amy Wales
Jason Deng

Assignment:  What’s our deliverable?

JAMR will develop a smartphone app called ‘NaviGap’ which is based on an online social network to help like-minded travel enthusiasts connect.

Program Background: What is the history of this client and the objective supporting this assignment?

JAMR’s objective is to help young people who plan to embark on a gap year, connect with like-minded travel enthusiasts in order to plan their trip and find travel companions. The online social network will connect individual and groups of gap year travelers, to discuss, plan and share travel information. It will allow users to discover and identify places of interest to visit, and important information regarding those places from users that have already been. It will enable users to connect to tailor their trips, incorporating tours and activities with people sharing the same interests.

Objective(s): What is our purpose? What are we trying to accomplish with this assignment?

  • To connect gap year travel enthusiasts.
  • To offer advice on travel planning.

Target Audience, Demographics / Psychographics: Who are we communicating to? What do we know about the target?

Primary Target: Gap year Travelers

Young people who wish to plan and take a trip/gap year and travel with(out) others.

Secondary Target: Experienced travel enthusiasts

We also want to attract people who have traveled to share their travel stories and advice others.

Opportunity: Based on the competitive marketplace, what presents itself as an opportunity? How will this app add value?

There are five categories of travel based apps currently available:

  1. Booking Apps: e.g. Travel Republic.
  2. Advice Apps: e.g. TripAdvisor
  3. Magazine Guide Apps: e.g. NomadHead
  4. Blogging Apps: e.g. Off Exploring
  5. Volunteering Apps: e.g. Involver

There are no social networking travel based apps that we have encountered at this point. There is an opportunity to provide gap year travelers with a better and easier way to reach other travelers and real-time advice. We also have the opportunity to create a supportive community for travellers who may otherwise be traveling alone and/or to at-risk areas.

Tone and Manner: What adjectives would you use to describe the product/service? What are its attributes?

Helpful, engaging, inspirational

Work Scope: What is needed for this project?

Functional Specification Document (FSD) / Storyboard with wireframes detailing how the app will look and work, with what content/functionality is required for each screen.

Design a user interface for each screen including:

  • User profile entry screen
  • News feed
  • Group chat
  • Interactive Map

Development: Design and program a mobile app for Android and Apple iPhone that includes the functionality and designs set out.

Testing: Test apps across all supported mobile devices to ensure functionality works as described in the FSD.

Content and Functionality: What content will be included in the app? What is the required functionality?

Create a user profile

  • Photo
  • Name
  • Location
  • Travel photos
  • Experience badges for posts

View user profiles

  • Option to connect ’companion’
  • Contact user via in-app message
  • Tag users/ photos
  • ‘Like’ travel ideas and destinations to visit

Post to ‘Trips Bulletin Board’

  • Lists desired destinations
  • Notifies users with same destination interests
  • View ‘Wanted’ travel companion listings
  • List view
  • Map view
  • Interactive map of places visited viewed by others
  • Downloadable map with personal pins
  • ”what the expert says” advice and facts will offer push notifications.
  • Recommendations based on web data crawling and algorithm

Platform Accessibility: What mobile platforms are we optimizing for?

iPhone, iPod touch, iPad, Android Smartphones, Future directions – Apple watch)

Creative Considerations / Mandatory Requirements: What should be considered when developing and creating this piece?

  • How can this app help people to connect with like-minded travelers?
  • How can we build a community to support travelers?

Post by @RachelHamilton