INTRODUCTION
Anonymity evolved with the internet and digitalization. Before social networks, forums, or the world wide web became indispensable parts of human life, somebody who did not want to be seen, stayed unseen. Today things have changed. Everybody can find out everything about everyone else. And as it seems, there is no way around it. Google knows its users better than their families. Facebook holds peoples lives conserved, as if they would belong to it, and remember birthdays better than our calendars.
On the other hand it is possible to operate in the shadows of bits and bites, secretly and silent. Watching people from anywhere and anytime without them feeling eyes on their backs. The thought alone is shivering. Yet it is no thought anymore, but reality.
So how might a way around this difficulty look like? How could a worst case scenario like this be prevented, or at least weakened? The short answer probably is, by trust. If the customers trust the company, they will not see danger in sharing data with it. The long answer begins after this sentence has ended.
SECONDARY RESEARCH
E-PRIVACY:
The proposal for the new ePrivacy regulation is available for everyone as a download on the European Commission website (EC, 2017). On 34 pages every detail is described, starting with the general context of the proposal and closing with final provisions. In simple words, it contains every aspect of the new regulations.
In the first chapter, general provisions, the subject matter of the proposal can be found. It is one article of three paragraphs (EC, 2017, P.23).
The policy has the purpose to protect "fundamental rights and freedoms" and “natural persons with regards to the processing of personal data”, to ensure the "respect of private life and communications", as well as “[ensure] free movement of electronic communications data and electronic communications services” (EC, 2017, P.23).
FACEBOOK:
All of the following information can be found on facebook.com when using the link “privacy” or when using the link in the references of this paper (Facebook, 2018).
Some of the types of data that facebook collects, when using their services, are probably not very surprising for most people, some others might be. These basic types, facebook devices the data into, are the so-called “offered” data, the data coming from networks and connections, usage-data, information about transaction, activities both of the users and others that are connected to him/ her, information about the used devices, data from partners of the providers, and, of course, cookies.
Some of the types of data that facebook collects, when using their services, are probably not very surprising for most people, some others might be. These basic types, facebook devices the data into, are the so-called “offered” data, the data coming from networks and connections, usage-data, information about transaction, activities both of the users and others that are connected to him/ her, information about the used devices, data from partners of the providers, and, of course, cookies.
Some of types of Collected Data Networks and Connections:
Information about - Persons, Pages, Accounts, Hashtags & Groups; Ways of interacting with them; Contact Information (Address-Book, Phone-Protocol, SMS-List).
Usage: Information about ways of usage - Types of content that users interact with; Used functions; User-Actions; Other users and accounts which are interacted with or connected; Activity: Duration, Time, Frequency; How the camera is used; What posts, videos, etc. are viewed and interacted with.
Transactions - Information about transactions, sales, donations, etc.; Credit- or Debit-Card-Number; Payment Information; Account- and Authentication- Information; Contact-Information; Delivery-Information.
Activities of others and information about the user - Information about the user posted by other users; Images of user, communication, massages, etc.
GOOGLE:
Google has very vast range of audience. There is a very high probability of any user connected to the internet is using one of the google services. Google collects a vast network of information from their users each time they use Google services.
Google collects these data to improve their services. They collect basic user information like the language you use to complex information like the type of advertisement the user might be interested in. They also collect information like all the people that matters to the user online or the YouTube videos the user might like. All these information collected by Google and used by them depends on the user - how they use the services or how they have kept their privacy settings of their Google accounts (Privacy policy, 2018).
If the user is not signed in to their accounts while using Google services, Google manages to collect information with unique identifiers linked up with their browsers. They can even collect data based on the application used or the device the user is using. This is done for maintaining the user language settings among all the browsing sessions by and large. But, if the user is signed in Google stores all the collected in user’s account; which is called personal information (Privacy policy, 2018).
As soon as User creates a Google account, google collects information like name and password of the User. They also collect information like phone number or payment information, if added by the user during the process. The company collects information the user creates, uploads or even received by other users. These information included stuff like the e-mails written or received by the user, photos or videos saved, documents or spreadsheets created or viewed, and the comments made on YouTube videos (Privacy policy, 2018).
DESIGN RESEARCH METHOD
Research for every project is very essential and should be carried out in systematic ways. Design is an iterative topic which does not prove anyone as right or wrong. Every side related to design has its own perspective and way to perceive design on its own terms. Design related problems are usually tackled with different and creative approaches, which not only lead you to an end result but they also trigger a sense of understanding and learning during the process of obtaining a result.
Design Research Methods are a list of creative ways to tackle wicked problems of design, and some of them include Design Thinking, Mind Mapping, Brain storming, User friendly workshops, etc. All of the design research methods have the user as their centre of activity and customer feedback is given utmost importance.
DESIGN THINKING
DESIGN VALUES (SOURCE: IDEO TOOKIT)
Design Thinking is a very creative and elaborate process which involves these following six stages: Empathize, Define, Ideate, Prototype, Test and Implement. (Ideo Tool Kit).
Design thinking depends on the ability of human beings to be creative and intuitive, to identify and analyse patterns, and to build and develop ideas that are not only just functional but also emotionally fulfilling. The different stages of design thinking method combine together to form a creative approach (which is iterative)— works on trial and test setting, where anyone can opt out of various stages and alter the process to suit their needs (Ideo Tool Kit).
Empathize - Starting with a design problem, it is very essential to conduct a thorough research about the topic and gain clear understanding of what the real problem is and how can it be solved.
Define - The second stage is to define a problem. This is a filtered stage of empathize, where the researched problems are analysed together and the key points are highlighted in order to maintain focus and avoid confusions.
Ideate - After having crossed the earlier two stages your design team, now have complete understanding of the problem, and ideation phase is where, we start brainstorming and generating ideas of the probable solution.
Prototype - Having enough ideas is never enough unless they are tried on a tangible basis. Prototyping allows you to have a clear understanding of what could be the drawbacks or great touch points of your solution.
Test and Implement - This is considered to be a final stage of the process where your developed solutions are tried and tested and after the right alterations they can be implemented in markets.
WORKSHOP
After the initial research and case study of different companies, regarding the marketing strategies used so far and also keeping in mind the scope of the project, the team conducted a workshop among ourselves based on Google Sprint (Knapp, 2016).
One of the initial step in this method is to keep the scope of the project in one hand and note down ideas to solve the core problem by each member of the team within a specified time. All three members of our team brainstormed ideas for 15 mins, as shown in the above Fig. 6.2. The next step is to discuss the probable ideas on the table within the team and vote for the best possible option.
Based on the ideas collection in various possible areas. We categorised the ideas into basically four categories - Interaction / Entertainment, Rewards, Brand Collaboration and Transparency. Few of the important ideas related to each category we collaborated to serve the purpose. These formed the base of the ideation. These gave the team a direction to work and analyse further.
Workshops are an important phase in any design challenged problem. They help us use the customer perspective for our products and services. We conducted a similar workshop in our university campus, where we invited students of different age groups and different study backgrounds. They were given few tasks and asked questions regarding our solution, and had to provide their feedback ( as an outsider in the project ), we received fresh and new insights from them. The questionnaire given to them was framed on the basis of our online surveys and other initiatives, which made the survey more liberal and it covered all aspects of a customer journey and the touch points that attract customers into newer dimensions. These creative tasks performed within ourselves and with other outside people, helped our solution.
SURVEY AND INTERVIEWS
The online survey had 14 questions. All the questions were designed based on the workshop carried out within the team (Chapter 6.3). The questions were recorded differently for each age group (Fig. 6.4). They were purposely done so to find out the insights of the different age group differently; to create personas right. There were 174 responses for the survey conducted. The proportions of the age group who participated in the survey are mentioned in the Fig. 6.4. The number of responses only states where the audience is tending to be in majority. The responses helped us to identify and develop the features that attracts more customers.
To overcome the shortcoming of the online survey, a personalised interview had been conducted and recorded by each team member with different age group people. The people with the team had talked to and took their insights were a mix of young non related persons, middle aged persons and an experienced Professor in the similar field. Analysis of the online survey and Interview conducted, team collected crucial data for the next part of research.
DIFFUSION OF INNOVATION
SOURCE: Theory by Everett M. Rogers, Design by Benjamin Wahl
The diffusion of innovation, as described by Everett M. Rogers, shows the amount of adaptivity of users, or the public in general (1995).
The innovator himself, who drives the innovation.
The early adopter, who usually is of young age and very curious about new technology, innovation, and findings that have potential to lead to significant change. They, for example, are the ones who participate in beta-testing phases in the case of software development.
The early majority, which is likely to try new things as well, but later, after putting some thought into it. This is the group innovators should mostly aim at, right next to...
...the late majority, which is described as curious but careful. They only buy and use new things when the early majority has proven it to work.
And the laggards, that are very careful and skeptic about innovation. This group usually is older and likely to stick with things they have used for ages and know work. They hardly adopt and try new things.
(Rogers, 1995, P.263-266)
(Rogers, 1995, P.263-266)
PERSONA AND EMPATHY MAPS
REDEMPTION (CONCEPT)
(Drawn by: Benjamin Wahl)
The word redemption has several meanings, of which every one fits perfectly to the program, this paper proposes. It could stand for reparation for regrettable actions and caused damage, but also salvation from a terrible fate, that possibly has its beginning in own faults (Pons). Nonetheless it means, that BMW can have the chance to compensate the pollution cars — all of them, not only BMWs — blow into the world, and, at the same time, gain sympathy and trust from the people, by being honest about it and working against it.
Trees have great value to our world and society. Putting aside arguments like aesthetics or, also very importantly, wildlife, it is above all their doing to do nothing less but keep the air clean and breathable (Watters, 2018). And even though humanity is trying and helps the forests and trees to survive, by planting them anew, or declaring nature reserves, “other human activities will exert a variety of stresses on forest ecosystems” (Smith, 1981, P.1). William H. Smith, the author of the book Air pollution and forests, writes about how air pollution is damaging the environment in the future and how human actions support that. Unfortunately this book was written in 1981, and the future he described and feared then, now is very close, or even has come already.
The image above shows what the program, the paper is talking about, wants to achieve, in a simplified way. A variety of air pollution damages nature, which is something everybody is aware of, and one of these source of pollution is the burned fuel, cars eject. Cars destroy trees, which can be seen on the left side of the graphic, the number of trees decreases. On the right side, however, the forest grow anew, but they do not do that on their own, we as human beings, and the ones responsible for the damage, have to help.
MIND-MAPPING
Mind mapping was an iterative way of progressing in a project which was taken from Goggle Sprint and IDEO Tool Kit, and combined into a new method by our team. It mainly can be used, when someone struggles in the ideation phase of design thinking and there is no new way visible out of the obstruction. In this exercise, there was a fresh approach to our solution. Before this exercise of mind mapping, our team was struggling with newer and creative ideas. So we started from the beginning with our project brief.
Step 1 - We analysed our brief again, and started highlighting our key points which needed to be addressed and restarted the process around our main question.
Step 2 - We then noted down the facts related to this question, the trends that were following this main concern and listed down the probable insights related to it and then aligned them together and calculated the pro’s and con’s.
Step 3 - After a careful analysis and all other permutations and combinations we finally drafted a right schedule and a step wise working for our solution.
It is very easy to deviate and loose track of our findings while doing a project, but at the same time, different and creative methods like these help us hook on to our core insights and still innovate good solutions.
USER JOURNEY
Drawn by: Benjamin Wahl
1. The planet suffers from many things, be it global warming, plastics, or air pollution. Trees have the ability to clean the air and produce oxygen (Watters, 2018). It is undeniably of great importance to help stopping the global deforestation (TheWorldCounts, 2014).
2. BMW addresses this issue and offers a program for redemption. Cars emit pollution and harm nature. With this project, BMW has the chance to repair the damage they, and all other car manufacturers, caused. And by doing so generate trust and sympathy of customers, be they new or already driving BMW.
3. Users of the App and Website can gain green-points by purchasing a car, making kilometers by walking and cycling, sharing a car, or sharing the idea. The points they earn can then be spent to plant trees.
4. ePrivacy is the ground on which this idea was born, so of course users can chose to stay anonymous or open up and share their data with BMW. The light version, without sharing data, allows the user to plant trees as well, but limits his account. Sharing participants can network with other users, see exclusive content, compete with others and compare their points.
5. Not like most other providers, BMW does not demand the data of the users. The user himself choses wether he/ she wants to share, or not. Since it is for good reasons, saving the planet, chances are high that the users are willing to share.
6. A network is created and many BMW customers participate in it actively. They compare their results, change their habits, walk more, and drive responsibly. And while doing so, just by the way, the forests grow anew and provide clean air for everyone.
PROTOTYPE
CONCLUSION
With the introduction of GDPR and e-privacy, many companies including BMW who had a part of their marketing strategy to collect data from users and market best possible product from their company, is disturbed. The scope of the project being - considered the worst case scenario, how can BMW market their products to people.
With project research and gathering all the possible insights and directions and using Design Thinking tools, the important factors that are required to stay positive with the business are to build trust among the customers and involve in social issues. The idea is to build trust by taking first steps into the wellbeing of the planet with the help of the vehicles sold by the company.
BMW and other similar companies have very few variants in terms of eco friendly cars that run on electricity. Although these options are available, they are not sustainable or environment friendly. The battery that is the heart of these cars, is still very harmful to the planet. Meanwhile, the trees / forests from the planet are cut down everyday. The global warming issues caused by this is evident. The concept of the project is regrow trees to save the environment before it becomes too late to act.
As being the first company to think about the users all over the world will build trust for the company in tremendous amount, and the users will no longer hesitate to share their data. The rate of depletion of forest is growing and by the time the ‘perfect’ car gets developed, it will be too late to save the planet.
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