Client / New World Group K11 Musea, Hong Kong
Time / Late 2019
My Role / Design & Manager
Team / Shuo Johnny Minka Stephanie
The Nature Discovery Park is Hong Kong’s first urban biodiversity museum and sustainability-themed education park located in the newly opened K11 Musea in Tsim Sha Tsui. This unique park showcases Hong Kong’s ecological importance and global value as well as promotes green lifestyle and educate future generation of the importance of biodiversity. Our challenge is to drive recurring visits and develop a virul social media compaige. We use double diamond model to control all the process which contains research, analysis, insight, ideation, and filtering.
The Nature Discovery Park is Hong Kong’s first urban biodiversity museum and sustainability-themed education park located in the newly opened K11 Musea in Tsim Sha Tsui.We first did initial research to know the outline and basic situation of NDP.
Green Tour: 1 of the 4 Muse Tours available in the K11 Musea
Time slots provided: 11:00-12:30, 14:30-16:00, 16:30-18:00
Price of the tour: HKD$200/adult (For Kids below 12: Half price)
NDP App Interactions: Apart from the physical environments there are K11 app and Nature Discovery app available for the potential visitors. The NDP app provides several park-featured interactive games to further strengthen the visit content of the green tour. Apart from that, the app also includes digital art journey as well as photo shooting & sharing features.
Workshops: Urban farming workshop is provided at the Nature Discovery Park where potential customers can rent the farms and plant various types of plants inside.
Venue Rental: Nature Discovery Park can be rented for different events such as luncheon, cocktail events and parties.
We examined existing or similar business models, and similar sites which receive lots of attention. The criteria of selection is to have themes related to NDP’s core values, related operation methods as well as having interactive opportunities.
Hong Kong Wetland Park
Hong Kong Science Museum Biodiversity Gallery
City Farm
Compared to other similar business models, NDP’s entrance fee is relatively high (tour), which is doubled to Wetland Park and triple to Science Museum, yet the depth of content we could find inside is limited and relatively not comprehensive.
The displays found in the business models above have strong relationship with their core values, while current NDP can barely be related to the brand’s core value as well as local value.
We collected 1404 users' data, contains age, interests, location, and gender, then visualizaed them. We found that the followers of HK K11 are mainly female millennials from Greater Bay Area, interested in making up and fashion. NDP shoule dig the balue of art and design to fashion and making up.
In order to be familiar with the potential customers distribution as well as understanding K11 Musea’s visitors behaviour, we conducted multiple visits to the K11 Musea on weekdays as well as weekend so as to observe such behaviour. Below is a quick summary of our observations:
It is observed that most visitors are mainly young families
The visitors mainly went shopping and took photos inside the K11 Musea, where some of them prefer staying at indoor green areas with interactive installations.
Key Findings: There is a lack of signature or representable icons in K11 Musea’s green areas, where people may not be able to related to. As for Nature Discovery Park, one of the major concerns is that people might not be able to recognize NDP easily in the photos taken, and this could possibly lead to fewer attention or creating less promotion value to NDP.
SWOT analysis is a strategic planning technique used to help identify strengths, weaknesses, opportunities, and threats related to project planning.Our team group use this tool to analyst NDP’s current position.
For the challenge "How to develop a viral social media campaign?", our team also analyzed the current forms of social media development.
Short Video Apps: The short video industry is still growing rapidly, with nearly 100 million new customers installed in June 2019. (example: Tik Tok ) The number of monthly active users of the vibrato has exceeded 500 million. It has maintained rapid growth in the domestic and foreign markets. The main user group :aged 24 to 30 (exceeded 40%),
Social Networks: Various social software widely used in people's daily life. Sharing all kinds of info (tasted food/famous scenery/amazing movies/makeup/...) becomes an indispensable part of life.
Vlog(video weblog/video blog): A type of video created by an individual,freestyle.
AR(Augmented Reality)/Online Celebrity/Self-media/Idol Effect : The physical environment and virtual objects are superimposed in real time on the same picture or space.Vivid and interesting expressions stimulate the senses of the audience. Since the rapid development of the self-media, the "online celebrity economy" has also developed in high speed. Young idol celebrity endorsements have greatly helped to promote brand sale(s example:Burberry&Kris Wu)
For our initial direction corresponding to the two challenges, we summarized the following opportunities:
In this stage of the project we further investigate the value brought by Nature Discovery Park as well as in-depth understanding of the target customers’ demand. Through this stage, it is expected to perceive the intentions and expectations from our customers so that we could identify the value of Nature Discovery Park and match those values to potential visitors’ demand.
Research methods are as follows:
We further investigated the user experience of getting into the NDP inside K11 Musea. At the beginning, it is observed that the booking flow of the Green Tour could be confusing. During our observation, there were only a few indications and signs inside K11 Musea to promote NDP. Inside the elevator, the signs are unclear towards the potential customers, as the sequence of floor buttons is different between each side of the door.
Key Findings: customers left as soon as they noticed that they had to pay for the visit. It’s boring while waiting for the collection. Directions for NDP is unclear (Lift design, signs).
The purpose of revisiting the role and positioning of Nature Discovery Park is to discover the advantages of NDP internally (Under K11 brand) and externally (Similar business in the market).
At this stage, we use a variety of research methods to determine the target customer group of NDP. At the same time, we conduct a more comprehensive analysis of target customers’ potential demands.
To determine the target customer group and their demands, our team conducted a questionnaire at K11 musea on weekend. Of the 32 people interviewed, 82% said they would like to go to a park like NDP. Among them, females accounted for 56%, males accounted for 44%, of which married and have children accounted for 56%. When asked about "favorite leisure styles", 27.78% chose "spend time with families and friends", 25% chose "shopping" and 19.44% chose "close to nature" . When asked what is “what is most important for leisure?”, 32.26% and 25.81% respectively chose “interaction (with kids/friends)” and “attractive displays”.More than 80% of people willing to spend more than HKD$200 per person on leisure and entertainment.
According to the survey, Facebook, Instagram, and WeChat are the most popular social software, accounting for 46.88%, 37.5%, and 21.88% respectively. Most people are more willing to forward short videos and Vlogs on social media.
Key Findings
Our group also observed the photo-shooting process inside K11 Musea to examine potential ways to attract visitors to share on social media.
In order to better understand the needs of our target customers, we conducted in-depth interviews with four parents from Hong Kong and the Mainland China to understand their expectations and requirements for parent-child activities. The interview results are shown above.
Key Findings
An empathy map is a collaborative tool teams can use to gain a deeper insight into our customers. Combined with the previous questionnaire and interviews result, our team consider a mother with two children as “persona”.We discussed and summarized her thoughts and emotions from "what does she think and what worried her" "what does she hear and see" "what does she say and do" four aspects.
Based on the analysis of persona's empathy map, we use design tools Value Proposition Canvas (as short for“VPC”) helps to design, test, and build NDP’s value proposition to match with customers needs in a more structured way.
During the questionnaire process, our team met a parent who had visited NDP . In order to better understand the customer's emotional changes from planning to visiting the NDP, and find out the customer’s pain points, we interviewed the parent to understand his thoughts, emotions, and motivations throughout the process. Using the “journey map” design tool to map out a customer’s timeline experience of NDP, which helps us find out the pain points of the customer experience and provide opportunities for subsequent design and optimization.
After the research stage, our team concluded the opportunities and insights below. To conclude, the mapping of internal positioning of Nature Discovery Park revealed that the nature concept as well as the interaction features of NDP could potentially be the advantages among other K11 activities and workshops. Moreover, in terms of the external positioning of Nature Discovery Park, it is discovered that there are quite a lot of similar business models in the market, where the market could be potentially saturated, while having both indoor and outdoor environment for the visitors could potentially meet the young family visitors demand. Our insights are then generated based on matching these internal and external advantages of Nature Discovery Park to the target customers’ demand.
Internal
External
Our team concluded to continuing identifying Nature Discovery Park’s value, understand more about the kids’ psychological needs, matching the value of NDP to the potential needs of customers and develop and test our insights.
Based on the two challenges given, our group firstly redefine the value of Nature Discovery Park. We further summarized the young families with kids’ demands as follows:
Based on the result above and data collected from previous research stage, we categorized these findings into 4 major insights. It is observed that apart from expecting more interactions and education value when consider visiting certain venues, the young parents are also aware of the kids’ mental and physical health. They would also expect their kids to be able to master essential living skills. Apart from that, the bonding between parents and kids is also a major factor to consider. In addition, young parents would also potentially hope their children to develop cognition with nature and people.
Based on the redefinition of NDP’s value, our team brainstorm some new concepts for NDP . It produces the following six concepts and ideations as follow:
After brainstorming six concepts and produced some ideations, our team group used the “UTB Filter” tool to assign the above six concepts from the three levels of “User, Business, Technology” and 30 subdivision indicators. The goal is to filter the most ideal and most feasible concept. Some details as follow:
Our group started a lively discussion for the concept "live like a living being". How can we achieve the goal of "live like a living being", what does it look like as a ‘ human being’? We gradually become numb in the intense daily life, only focusing on the electronic devices and neglecting the real world around us. People become indifferent, and people and nature become opposite. We believe that it is very necessary to stay away from the busy reality and return to nature to rethink the relationship between ourselves and nature. The NDP should be further developed into a space that inspires people to re-examine the reality, and experience the purest beauty in the simplest way.
Our final solution is a package for our customers to connect with NDP and fully enjoy and experience the changing of nature. Hong Kong is a fast-paced and crowded international city that people live with huge pressures and stress. Living in urban environment has always made people ignoring their surroundings as well as the perception of nature. Nature Discovery Park provides the perfect spot for urban citizens to revisit the beauty of nature in Hong Kong and reflect human’s most basic living essence. There are 6 keywords which would be the core elements of the solutions, namely 4 season, 5 sense, well being, bonding, health and harmony. The solution can be separated into the following parts: The 4 season 5 sense Journey, Pricing Strategies and Promotion Strategies refinement.
This journey is a collection of activities, games and workshops that inspires visitors to experience the charm of nature in 4 seasons with 5 senses in the most natural and simplistic way. Through this journey, they would be able to get relaxed and have a chance to talk to themselves and be connected to the nature.
There are 4 core intention that this journey would be able to achieve: inspire thinking, pay attention to and observe the surrounding world, appreciate the beauty of nature and cultivate the sentiment. In the following, Autumn is used as an example for the possible details that could be developed inside the journey.
The journey kicks off with the participants receiving an invitation letter from the season - “Autumn”. The participants would then be required to complete several tasks in exchange for a letter of completion. This achievement could then be developed as the trigger to viral social media sharing.
First Task: Listen and Smell
Second Task: Vision and Touch (Nature Ingredients Treasure Hunting)
Third Task: Taste and Share (Magic Kitchen)
NDP will implement a series of strategy to build up consumers’ awareness and demands.It is estimated to be $10,000 per month in promoting investment.The specific plan is as follows:
In terms of promotion, one of the most straightforward and direct ways is through leaflets and flyers. Inside K11 Musea, multiple leaflets could be found near elevators as well as other locations. As these leaflets are made from well-quality papers and printed with high-contrast colors, they are no doubt really eye catching towards the visitors in the K11 Musea. How- ever, as soon as the leaflet is being read the purpose of the leaflet is pretty much done and is destined to be thrown into recycling bins.
The idea behind this eco-leaflet is to maximize and optimize the usage of leaflet so as to promote NDP’s sustainable theme. The paper would be made from recycled materials and printed with monotone ink so as to echo with the environmentally friendly image of NDP. This leaflet could be folded into a simple pot through simple steps, the potential customers could then get to the front deck on 8/F to get soil and seed through simply check-in and share on social media. The pot could then be taken back home to grow a small seedling. This could potentially boost up social media spreading and help to promote NDP.
The Holography Box is to create a charming form touch point in home, K11, and NDP. It helps to motivate posting by charming scene in NDP, and helps to drive recurring visits by the continuous touch at home.
For the first challenge “How to drive recurring visits”, through “ 4 season 5 sense journey”, pricing strategies and interactive touch points, this solution provides more in-depth content for Nature Discovery Park to further attract potential customers. The seasonal themed journey acts as an opportunity for customers to continuously be aware of the upcoming events of NDP and potentially drive more recurring visits later on. The in-depth content of the journey also matches with young parents’ demands and Additionally, through the new pricing strategies, people’s intention to revisit the park would be increased, as the pricing package encourages people to partici- pate in different activities inside Nature Discovery Park.
In terms of the second challenge “How to develop a viral social media campaign”, the interactive touch points allow people to be more connected to NDP through a physical holographic installation, where the eco leaflets on the other hand promotes sustainability value through maximizing the usage as a leaflet. With the simple “Like and Share” action that was required in order to get the soil and seed from Nature Discovery Park front desk, the leaflet could be another trigger point to encourage people to share NDP to their friends and relatives, which ultimately increases the exposure of Nature Discovery Park in various social media and helps promoting NDP.
As the project continues, the development of the project are as follows:
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