mappable - uxdi fall 2013 - project 3

Mappable

GA Fall 2013 UXDi

Sarah Papp

Thursday, October 10, 13

Introducing Mappable

Mappable is a web-based interactive application and service that allows users to customize 3D elevation maps and purchase 3D printings of their creations. It is set to launch by the end of the 2013 and will use Shapeways to fulfill orders.

Business Goals• Launch a fun, usable web application and store• Provide customers with unique artifacts that tie back to geographic areas of personal significance


Mappable Key Screens

Location Selection

Home

Customization

Cart


GA Fall 2013 UXDi

Planning


Key PartnersShapeways (3D printing service)Open Cart (e-commerce platform)Private 3D Printer or Printer Service

Key Activities3D Printing ServiceSoftware Development

Value PropositionHighly customized 3D maps

Customer RelationshipsCo-create and Self-service (customers will be able to operate the web application to create a 3D model and then a spec will be automatically submitted to the printing service)

Key ResourcesWeb-based 3D map/asset creation application3D Printers

ChannelsMappable WebsiteShapeways Store FrontPhysical Delivery Service

Customer SegmentsMap Enthusiasts3D Printing EnthusiastsHobbyistsMarathon RunnersCycling EnthusiastsSouvenir Hunters

Cost Structure3D Printing ServicePhysical Distribution of ProductsWeb and Data Hosting CostsSoftware/Application Development

Revenue StreamCustomized asset salesPricing is a fixed rate based on material and size of printing

OverviewProduct Statement/Elevator PitchMappable is a web-based interactive application and service that allows users to customize 3D elevation maps for use as displays or as part of craft projects or jewelry. It is set to launch by the end of the 2013 and will use Shapeways to print and deliver user-customized 3D maps.

Launch and Future GrowthUpon launch, Mappable will take advantage of Shapeways’ vendor storefront, using the e-commerce platform provided therein as well as order fulfillment and shipping services. Customers will be able to visit the Mappable website, generate a 3D map ready for printing and then be transported to Shapeways to complete their order. Customers will also be able to find out and access Mappable products through Shapeways, but the customization app will live on the Mappable site.

When Mappable has outgrown Shapeways, then an e-commerce platform (likely Opencart) will be implemented and an alternate 3D printer solution will possibly also be adopted.

Mappable Business Model Canvas


Paypal Opencart MagentoGo Spree Zencart OSCommerce

Overview

Offers versatile cart functionality that can go inside of existing site or ecommerce platform.

Open source

MagentoGo is the scaled down version of one of the industries favorite platforms. It grows with the user, but it is very scaled down.

Ruby on Rails based, Spree offers stability and customization, but needs a Ruby developer to implement

Open sourced solution, PHP and MySQL compatible.

Open Source Commerce is compatible with any web server with PHP or MySQL installed

PricingTransaction percentage and monthly fee ranging from $0 - $30.

Free software; Transaction percentage $15 per month Transaction percentage Free software;

Transaction PercentageFree software;Transaction Percentage

Payment Gateway

Accepts payments in 24 currencies and 190 countries, and accept all major credit cards.

Partnered with major payment companies such as PayPal

17 payment gateways, including PayPal, Authroize.net, Sage

Major credit cardsPartnered with major payment companies such as PayPal

Partnered with major payment companies such as PayPal

Site Customization

The cart can be integrated into an existing website, so no need to effect existing architecture.

Customizable

Limited customization, lots of templates to choose from but really designed for store owners to grab and go

Very customizable Fairly customizable, lots of options and templates Very customizable

Ease of Use EasySome learning curve, but relatively easy for a non-developer to implement

Fairly easy Needs a Ruby developer to implement

Of the open sourced options, has the smallest learning curve.

Some learning curve, but there is a fairly active community

Customer Support Available Community-based Slow, but professional Community and paid Forum, community based Forum, community based

E-commerce Platform Analysis


MappableSociety for Printable

Geography Terrainator TinyMtn Terrafab Nervous System

Overview / Product Offering

Mappable offers highly customized 3D printed maps. Users can select geographic area, scale, colors, material, shape, and framing in addition to overlay images.

SFPG offers jewelry, mirrors, puzzles, iPhone cases, and other special projects mainly in the shape of countries with some room for more customization.

Terrainator provides completely customized 3D files based on a fairly comprehensive set of elevation data

TinyMtn is a store on Shapeways that offers 3D maps of select geographic regions, mainly mountains in the Pacific Northwest.

Terrafab offers customizable models of Norway and the surrounding areas.

Nervous System doesn’t offer maps, but they do sell customized 3D jewelry.

Printing Solution Shapeways Sculpteo and Shapeways Shapeways Shapeways Shapeways Shapeways

Pricing Dependent entirely on customized options.

Fixed pricing for country products and customized

for their new line of iPhone cases, items start at $8 for inventory items

and go up from there

Dependent entirely on customized options. Flat rate

Flat rate with additional fees for more expensive

materials

Flat rate and dependent on customized options

Customizable Maps / Products

Entirely customizable

Menu selection (i.e. can choose country, material, size from a menu) and just

launched

Entirely customizable, but no frills (no framing,

overlays or colors options)No Geographic area and

materials only

2 different customizable lines, offer limited

customization (i.e. change shape or direction, but little can be done to

content)User Interface WIP

Very slow customization module powered by Sculpteo, offers fun geography facts during wait time, fairly intuitive

Uses home-grown customization module

that seems to only work in Chrome, generally poor

resolution

Shapeways

Home-grown (not powered by 3D printer service), relatively fast and responsive, offer

intro/explanation

Designed by Nervous using JS and Web GL,

relatively fast, somewhat difficult to design desired

end product

MaterialsColor requires sandstone

or ceramic, other than that, no restraints

Metals, Glass, Plastics, Resin

Select from Shapeways’ available materials Resins and plastics Sandstone Metals, plastics, resin,

felt,

Website www.getmappable.com www.printablegeography.com/ terrainator.com

http://www.shapeways.com/shops/TinyMtn

http://terrafab.bengler.no/ http://n-e-r-v-o-u-s.com/

Competitive Analysis


http://www.getmappable.com

http://www.getmappable.com

http://www.printablegeography.com










http://terrafab.bengler.no




http://n-e-r-v-o-u-s.com

http://n-e-r-v-o-u-s.com

Opportunity Analysis

Customized3D Printed Maps

Clean UI

More Customization

Options Color

Size

Images

Shape

Easy

Stable

Fast

While there are a few other players in the customized 3D printed map space, there is definitely room for improvement in the overall experience design (even the more successful of the bunch) that Mappable can use to its advantage. Specifically, the web sites of Terrainator, Terrafab, Society for Printable Geography, and even Nervous System have problematic navigation, issues with their customization modules, and sometimes browser display problems. The customization aspect is also a place where Mappable can differentiate itself from the group as currently the main focus seems to be on customized location with no ability to select colors, shape, size, etc.


Mappable User ResearchResearch Areas

• Who are the potential customers?“I love 3D printing!” - Technology lovers“I’m a map person.” - Map lovers“Wow--I would actually buy that.” - DIY folks

• What will customers do with their maps?DisplayUse for crafts, jewelry

• How do people find new products that mainly provide delight and nothing else?Word of mouth, websites (Fab., ThinkGeek, Amazon, etc.), social media

• MVP may require customer to customize map on the Mappable website and then purchase on Shapeways. Will moving the customer to a different site to purchase affect their willingness to complete the transaction?“Not for the right product.”“If it’s to a site I know and trust, then I’ll be happy. I don’t like giving my credit card information to random websites.”

MethodOnline Survey: 3 responsesOnline Forum Questions: 1 question with 8 responses In Person Interviews: 11

OpportunityMappable’s immediate niche lies within the technology and map enthusiast arena with some overlap between the two. There’s definitely room for growth into souvenirs and crafts, but more research combined with trial and error will need to be done in order to reach those people better.


BackgroundJosh is a PhD candidate in physics at Stanford and often engages in activities focused around hiking, biking, and spending time with his friends. He lives in Mountain View with a few close roommates who are also grad students at Stanford and he mainly gets around on his bike. As an urban cyclist, he is fascinated by maps, especially terrain maps. He moved to Mountain View from Seattle, WA and bought his first local map on arrival, but has purchased many maps since, including maps of his hometown. He uses maps for navigation and decorating his apartment. He definitely misses home and loves anything that reminds him of Seattle, so he has a display map of Washington on his wall. He thinks it looks pretty good and is thinking about other ways he can integrate maps into the decor. He doesn’t shop a lot, but likes to find cool new stuff for the apartment and give cool gifts to his friends.

Josh | Map Lover

Key Characteristics• 31• Single• Some Grad School• Annual Income: $26,000

Habits• Bikes a lot• Frequently looks up terrain maps for bike routes• Not a big shopper

Motivations• Tie to home • Likes to have cool things in the apartment• Needs unique gifts to give to his friendsNot a lot of time for shopping

Mappable User Personas



BackgroundRoger is an established career in software development. After working for several companies over the course of his career, he’s now working as a consultant to a few smaller organizations. When not working, he spends time with his wife of 21 years and their two teenage kids, often at the family home in Berkeley relaxing, at the beach, or out at education oriented venues like museums. He loves following new technological developments and is extremely interested in 3D printing and where it could go. He considers himself an amateur geologist/naturalist/ecologist and finds imagery of Earth’s features fascinating. He loves finding new ways to relate to his family and share things he loves with them.

Roger | Avid Tech Adopter

Key Characteristics• 57• Married• BS Psychology• Annual Income: $230,000

Habits• Works 40 - 50 hours per week• Stays abreast of technology goings on• Spends a lot of time online, focusing on tech news and hot science topics

Motivations• Learning more about new technologies• Bonding with his family• Nurturing his love of geology and environmental sciences


BackgroundGene works as a server in an upscale restaurant and lives with her longterm boyfriend in San Francisco. In the last couple of years, she’s taken up marathon running and rock climbing. The time she spends training and doing runs really means a lot to her and she loves taking and sharing pictures of the entire process from early training sessions to the finish line. She also loves getting her friends involved in her activities. She plans hikes around the hills and mountains nearby as well and delights in documenting each activity. Photo sharing and commemorating the good times are big things with Gene. She is also an avid traveler, taking lots of vacation photos and snagging souvenirs from her holiday spots.

Gene | Sentimental Marathoner

Key Characteristics• 26• Single• Some College• Annual Income: $62,000

Habits• Works a lot• Trains for marathons and very active• Spends a lot of time online, mostly on Facebook and Instagram catching up with friends and sharing photos or shopping

Motivations• Keeping in touch with friends• Sharing Memories• Commemorating milestones such as marathons or great vacations



Mappable Collaborative Design (In Lieu of Card Sort)Top 5 Findings1. Shape Customization Tool May Need Relocation in FlowSpecifically, should the shape option be placed in the geographic location selection screen? Pro: Gives users a taste of customization options to come and something fun to play with right awayPro: Differentiates experience immediately from competitorsCon: Users might want to change shape on the customization page when they chose other customization optionsConclusions: A/B Prototype Test

2. Addition of Separate Screen for Billing and Shipping Information NeededPro: Less cluttered Check Out screen and adopts popular checkout flowCon: One more screen for users to get through before purchaseConclusion: Added screen

3. Addition of “Apply Saved Spec” Button to Customization ScreenPro: Users can easily apply saved customization options to current projectsConclusion: Added button

4. Reconsider “Spec” terminologyConclusion: Use testing to determine if there is a better term for saved settings from past projects (and something that easily fits on a button.

5. Consideration of Guest Check OutPro: Generally accepted as good practice to allow thisCon: Projects would not be saved, thereby preventing folks who don’t sign up from a fairly powerful featureNote: Amazon requires account login to checkout as well as others in the 3D printing arenaConclusion: After presenting at halfway standup, it was made clear that a guest checkout option was strongly suggested, so guest checkout is what happened.


Mappable Design HypothesisMethodI analyzed several websites (5 formally and many more informally) for companies in the same or similar markets a well as conducted interviews of potential customers.

OpportunityMappable could use the relatively poor experience design of others companies making similar products to its advantage. Integrating more customization options and a more streamlined purchase experience would set Mappable apart.

FindingsCompetitive analysis provided a lot of design inspiration on what would work and what could be improved on.


Mappable Conceptual IterationSome pre-digital sketches were done to work out the flow and key screen elements.


Mappable Prototype Design IterationThe iteration process focused on making the product and flow as simple, fast, and easy to understand as possible. Many iterations were needed as feedback and ideas emerged through user testing.

Home Page Version 2


Mappable Prototype Design Iteration ContinuedThe iteration process focused on making the product and flow as simple, fast, and easy to understand as possible. Many iterations were needed.

Home Page Version 1


Mappable Prototype Design Iteration ContinuedThe iteration process focused on making the product and flow as simple, fast, and easy to understand as possible. Many iterations were needed.

Gallery Feature


Mappable User Testing

MethodI tested various versions of my prototype with 7 people. I prompted scenarios and think-aloud feedback.

Feedback Highlights“The checkout process seems to take a really long time.”“Guest checkout is a must have.”“What does ‘spec’ mean?”“What does Mappable do again?”

FindingsUser testing proved invaluable in adding or removing features. Key screens affected were the Cart, Customization page, Home page, and Gallery feature. I ended up removing the Gallery and making additions and design changes to the other pages.


GA Fall 2013 UXDi

Design Specification


Starts on “Home”

Mappable Customer Journey

Create Map

Select Geographic

AreaCustomize Shape

SizeColor

ImagesMaterial

View Preview

Select “Buy Now”

Shopping Cart

Checkout


Mappable User Roles

New ShopperVisits the site, but does not have an account. Can customize and purchase maps, but cannot save anything for later (orders or specs).

Registered ShopperHas signed up for an account and can use the save features for specs and orders in addition to the customization tools.


Geographic Location Selection

Customize Your Map

Home

Mappable Concept Model

Size

ShapeColor

Material

Image

PurchaseSave

AccountLog In


Mappable Site Map

Home

About

How it Works

Log In

Gallery

Location Selection

Customization Cart Check Out Confirmation

Account

Sign Up


Mappable User Flows: Purchase

Starts on “Home” Select Geographic Area

Customize Higher Res

Save Specificationand/or

Shopping Cart Checkout

Confirm



Mappable User Flows: Account Creation

Login Account

Setup

Confirm



Mappable User Flows: Save Custom Specification

Select Geographic Area

Transform 2D to 3D Image

Lower Res

Customize Higher Res+

Save Specification+

Account


Mappable Key Screens - AnnotatedHome

A B C

D E

A - The About section gives some background about Mappable and the founder.B - The Account section requires users to log in and provides information on past orders, saved orders, and saved specs as well as personal information such as shipping and payment information.C - The Cart section.D - How It Works simply explains the Mappable process.E - Create Your 3D Map propels the user into

the map creation process.


Mappable Key Screens - AnnotatedLocation Selection

A - A lower resolution render of the current selected area.B - User-selected geographic area.C - Zoom function on map.D - Location search: users can enter cities, landmarks, or lat/long coordinates.A

BC

D


Mappable Key Screens - AnnotatedCustomization

A - Customization menu allows users to select print out shape, size, elevation scale, overlay, material, and color if applicable.B - 2D views of the model that also allowC - High resolution model.D - Spec options - users can apply saved specs and save the current spec to their accounts.E - Allows users to remove their customizations and start from the initial model.

A B C

D

E


Mappable Key Screens - AnnotatedCart

A - Allows users to save their maps to their accounts for later although login is required.B - Users can create another map to add to their order.C - What’s e-commerce without the checkout button?D - Users can remove items from the cart.E - Users can edit quantity as well.

A B C

DE
