Final project deliverable as part of DT:DC's Summer of Design

1. DT:DC Summer of Design
29th September 2014
Karl Kaufmann
Prajakta Kulkarni
Chrissy Martin
Carlos Pilonieta
Dhruv Sharma
James Williams

2. Agenda
Design Thinking Process
Empathize
Visualize
Co-Create
Iterate
Value Proposition
Next Steps
Learnings
Thanks

3. Design Thinking Process
The design thinking process normally answers these 4
basic questions -

4. Empathize - Framing
National Capital Planning Commission (NCPC) and Kenneth Walton
were our client
The initial problem statement -
The National Capital Planning Commission (NCPC) is looking for
creative ways to rethink its approach to moving people into new
urban spaces in Washington, DC.
We want to enhance the visitor's experience while protecting the
natural and man-made environment and promoting development
of new monuments outside the "monumental core."
This will only work through effective coordination between
federal and local agencies.

5. Empathize - Framing
Challenge statement should be
A scoped and specific goal, but with broad and varied
solution possibilities
Our challenge statement is -
How to move visitors from National Mall to Pennsylvania
Avenue ?

6. Empathize -Interviewing
After interviewing visitors, a few key themes emerged

7. Empathize –Observe & Analyze
Synthesis and Reframing session

8. Empathize -Observe & Analyze
Themes Ideation
• Trolley service
• Follow
something
• Info boards
outside
buildings
• Better signage
• Mobile App
• Theme
restaurants
PrototypesHow might we?
• Trolley service
• Follow
something
• Info boards
outside
buildings
• Better signage
• Mobile App
• Theme
restaurants
• Food trucks
• Fruit orchards
• Rent subsidy
• Make people
aware of sites on
Penn.Ave?
• Spark interest
• Transfer people
• Encourage
business?
• Make people stay
longer on Penn.
Ave?
• Provide cheap
dining options
• Create physical
and online
presence
• ShortTrip
• Lack of food
• Families
• Some online
research
• Ease of
transportation
• Historical places

9. Visualize
Better Signage
Currently there are lot of interesting, informative maps along
Pennsylvania Avenue
They are stationary, obscure and difficult to read
So we used that as basis and created our version of improved maps

10. Visualize
Mobile App
With the increase of mobile apps, we decided to create a mobile app to
help people find ‘Hidden Gems of the Mall’ (off the Mall)
We created a storyboard and a paper prototype

11. Co-Create
With the prototypes set, we interviewed visitors asking their
opinions on the prototypes
“There isn’t a single map that gives all the information”
“Where are the bathrooms?”
“Wow, an app will be perfect! I am
struggling through my google maps to figure
out where to go?”
“I was just wondering what the Treasury does,
this is very helpful?”

12. Iterate
Based on the feedback we created the next iteration of app
Hidden Gems of Washington

13. Value Proposition
For
(Target)
Every visitor in DC specially near the National Mall
Who wants
(Unmet needs)
To make most of their short trip and visit non-touristy
venues along with the regular attractions
We will offer
(Offering)
An easy to use, customizable mobile app
That provides
(benefits)
Awareness and information about architectural buildings,
and history of the Pennsylvania Avenue

14. Next Steps:
Integrating maps, street signs and mobile app will help to move
visitors to Pennsylvania Avenue
Providing QR codes for the app on street signs or maps will
help drive awareness about the app
Modernizing the street signs to LED or Electronic boards
might attract people’s attention
Creating an online presence for Pennsylvania Avenue to
showcase the merchants, festivals and events will help create
the buzz
Considering providing free Wi-Fi around the mall and
Pennsylvania Avenue will help international tourists

15. Learnings
Create a concise problem statement to help generate targeted
results
Engage end-users through-out the process to create services
or products that solves problems
Follow the process of convergence and divergence
Use white boards and visual aids to brainstorm
Creating even rough prototypes helps in getting feedback and
iterating

16. Thanks!
DT:DC – Summer of DesignTeam
National Capital Planning Commission
KennethWalton
Helpful and patient visitors!

17. Appendix
“That combination of thought and action defines creative confidence: the ability to come up with new
ideas and the courage to try them out.”
― Tom Kelley, Creative Confidence: Unleashing the Creative PotentialWithin Us All
http://www.creativeconfidence.com/
http://www.brookings.edu/research/reports/2005/03/downtownredevelopment-leinberger
http://products.cerc.com/brinfo.nsf/0/6569DC4624C716E2852575FC0066FDE4
http://www.gammathetaupsilon.org/the-geographical-bulletin/1990s/volume32-2/article4.pdf
http://www2.cs.uh.edu/~ceick/ML/C6.pdf
http://fama2.us.es:8080/turismo/turismonet1/economia%20del%20turismo/analisis%20geografico/GIS%20applicati
on%20in%20tourism%20planning.pdf
Maps of flows: http://planitmetro.com/2012/10/31/data-download-metrorail-ridership-by-origin-and-destination/
http://blog.uber.com/wp-content/uploads/2014/07/uber_dc_connectome_.html
http://www.capitalbikeshare.com/stations
https://maps.google.com/maps/ms?msa=0&msid=214483946716631362315.0004bdf6a1d7497d42651&dg=feature
(need to zoom in)
Example biz devl websites:
http://www.barracksrow.org/index.php
http://www.rosslynva.org/events
http://www.georgetowndc.com/

18. Questions to visitors
Problem Statement
How do we attract people from Mall to Pennsylvania Avenue?
Introduction
We are working with NCPC on a project?
Main Questions
1)Why are you here?
2)Where are you from?
3) How long have you been in DC?
4) How did you find out about the Mall?
5)What do you like about the Mall?
https://docs.google.com/document/d/1r_0OOmOn13foMpqO-
BZfH5lXqM3PtPt69y95Rc8_KQE/edit?pli=1