USER EXPERIENCE

• The primary goal was to develop an understanding of potential users within a specific real-world context (a 'third place') to inform human-centered and goal-directed design.

• The chosen field site for this research was SC VivoCity, a shopping mall in Ho Chi Minh City. The project involved studying potential users and the fieldsite through observation and interviews to ultimately create design personas representing key user groups.

• This phase involved analyzing the collected research data to synthesize insights and develop foundational elements for the personas.

  • Data Analysis: Interview transcripts and field notes were reviewed to identify recurring themes, behaviors, motivations, and pain points related to the user experience at SC VivoCity.   

  • Behavioral Variable Sets: Key behavioral variables were defined based on the interview data. These included demographics, personal traits, motivations, goals, tasks, frustrations, expectations, frequency of visits, shopping duration, transportation methods, satisfaction levels, navigation ease, and specific interactions (e.g., using elevators vs. escalators, parking preferences).   

  • Mapping & Sorting: Interviewees were mapped against these behavioral variables using sorting grids and mapping diagrams. This visualization helped identify patterns and group users with similar characteristics and experiences.   

  • Persona Development Process: An iterative process was used to create the personas. Starting with identifying pairs of interviewees with the most similar patterns on the behavioral maps, groups were gradually built. This required careful review of individual responses and the variable sets, involving significant filtering and sorting to consolidate distinct user types. Initial drafts were created  and refined based on further analysis and feedback.

• The developed personas serve as critical tools for applying a human-centered design approach, specifically within the context of interactive design for 'third places' like SC VivoCity.

  • Empathy & Understanding: Personas help designers step into the user's shoes, fostering empathy by representing real user needs, motivations, goals, and frustrations discovered during the research.   

  • Informing Design Decisions: These personas can directly inform design improvements for SC VivoCity or similar environments. For example, understanding frustrations related to navigation, seating availability, parking, or store variety  can guide targeted solutions.   

  • Goal-Directed Design: By focusing on the goals and tasks of specific persona types (e.g., efficient shopping, family outing, meeting friends, attending classes ), design interventions can be better tailored to support user objectives effectively.

Learning new knowledge from this assignment enables me to gain experience in group collaboration while absorbing teachings from my group members. Our 3-member group successfully worked together throughout that assignment because members showed excellent cooperation. I experience full happiness and knowledge acquisition from our team discussions which unite members around shared problems.

• This project addresses the "Experience Maps and Visual Scenarios" assignment, focusing on understanding the context and personal processes of interaction within a real-world environment. The core objective, as outlined in the assignment, is to gain a deep understanding of the "when," "why," and "how" of user experiences and to iterate on design ideas using methods like scenarios and experience maps.

• The chosen context is SC VivoCity, a shopping mall in District 7. The project identifies key user frustrations experienced by different visitor personas within the mall, such as difficulties with parking, navigation challenges, and issues with store variety and seating availability. The goal is to propose interactive design solutions that improve the overall visitor experience by addressing these specific pain points.

• The ideation process led to the development of specific interactive solutions tailored to the identified problems and personas:

  • Solution 1: QR Code Parking Navigation (for Persona 1 - Tam):

    1. Concept: QR codes placed below parking bay numbers.   

    2. Functionality: Upon scanning, users access a map of the parking lot showing their current location, making it easier to find their vehicle later.   

    3. Impact: Addresses Tam's difficulty and worry when navigating the crowded and complex parking lot.   

  • Solution 2: Touchscreen Information Board with Smart Map (for Persona 2 - Bao & Persona 3 - Lam):

    1. Concept: Interactive touchscreen boards placed beside escalators on each level.   

    2. Functionality: Provides a smart map of the mall, allowing users to easily search for and locate facilities like elevators, restrooms, specific stores, or available seating. The map can also be accessed on smartphones via a QR code.   

    3. Impact: Addresses Bao's difficulty finding the elevator due to poor signage  and helps Lam find seating  and explore restaurants efficiently.   

  • Solution 3: Integrated Feedback Survey (Added feature for Persona 3 - Lam):

    1. Concept: An additional feature integrated into the touchscreen information board.   

    2. Functionality: Allows users to provide feedback through surveys, specifically suggesting new stores or services they would like to see in SC VivoCity.   

    3. Impact: Addresses Lam's dissatisfaction with the current store variety and provides a channel for user input, making her feel heard.   

  • Visual Scenarios/Experience Maps: Updated maps illustrating how these solutions would alter the user journeys, mitigating frustrations and improving the overall experience compared to the current state.