Technology will continue to advance and influence peoples’ lives. Innovation has changed how people run their lives, but one thing will never change – the human heart. The great innovation comes from the heart and consumer love innovations that will make their lives convenient, pleasurable, and connected to the world.

1. 1
THE ANALYSIS, DESIGN & EVALUATION OF CUSTOMER
INTELLIGENCE PLATFORM THAT HELP RETAILERS
LEVERAGE THE POWER OF TECHNOLOGY TO CONNECT MORE
DEEPLY TO CUSTOMERS
By: PAMELA L. ESMAQUEL
PROFESSOR: LEONG YAP
MASTER OF DESIGN
AUCKLAND INSTITUTE OF TECHNOLOGY

2. 2 3
1. ABSTRACT
1.1 objective
1.2 design challenge
1.3 vision
1.4 value proposition
2. RESEARCH
2.1 USER EXPERIENCE
2.2 LITERATURE REVIEW
2.2.1 INDUSTRY REVIEW
2.3 UNDERSTANDING USER
2.4 COGNITIVE PROCESSES
2.5 USER PERSONA
3. DATA ANALYSIS
3.1 COGNITIVE ANALYSIS
3.2 INFORMATION PROCESSING
A. MILLER MAGIC 7 TEST
B. THE FIVE SECOND TEST
C. CARD SORTING
4. DESIGN SYNTHESIS
4.1 UNDERSTANDING SHIFTS IN CONSUMER BEHAVIOUR
4.2 CASE STUDY
4.3 CUSTOMER JOURNEY
5. ACTIONABLE INSIGHTS
5.1 DISCOVERY
5.2 CUSTOMER LATENT NEEDS
5.3 INTEGRATION OF SOCIO-CULTURAL
6. DESIGN CONCEPT
7. DESIGN DEVELOPMENT
7.1 DESIGN PHILOSOPHY
7.2 WIREFRAME
7.3 METHOD OF PROTOTYPING
7.4 PSYCHOLOGY OF COLOUR
7.4.1 THE SCIENCE BEHIND COLOUR
7.4.2 COLOURS ON JIN JANG PRINCIPLES
7.5 PRODUCT FEATURES
8. DESIGN EVALUATION
8.1 USER EXPERIENCE
8.2 PROTOTYPE TESTING
8.3 EVALUATION: USER TOUCHPOINTS
8.4 EVALUATION: CUSTOMER TOUCHPOINTS
9. EXEGESIS
10. CONCLUSION
11. REFERENCE
Technology will continue to advance and
influence peoples’ lives. Innovation has
changed how people run their lives, but one
thing will never change – the human heart.
The great innovation comes from the heart
and consumer love innovations that will
make their lives convenient, pleasurable,
and connected to the world.
TABLE OF CONTENTS

3. 4 5
1.1 OBJECTIVE: To design a Customer Intelligence Platform using Web Application that can be
accessible in any devices from desktop to mobile that will support Retailers in keeping customers happy.
The system can make a mobile coupon, gift voucher, and greeting cards that the user can send to
delight their customers in real-time. Design thinking and user-centred design will be used to deliver
convenience, ease of use to the user.
1.2 DESIGN CHALLENGE: How to deliver delightful experience to customer in real-time?
1.3 VISION: To become innovative enterprise that help Retailers solve the problem with simplicity, ease
of use and provide a meaningful experience to customers.
1.4 VALUE PROPOSITION: To provide useful, usable and pleasurable products. The system put users
at the centre of the design process and align it to their customer need and expectation. The approach
goes beyond the traditional focus on the physical and cognitive needs of users and encompasses
cultural, social and emotional factors. To deliver design innovation born out of honest understanding
of human sensitivities and values. The concept starts from user then transform it into new innovative
solutions. The processing of data shaped the idea then the embodied values become one cultural
identity that represents community values. To deliver emotional satisfaction and build a long lasting
customer relationship. The user can leverage technology to accelerate business performance. The
platform will provide convenience flexibility and time will be considerably reduced in the work activities
thus productivity improved that will support business sustainability in the long run.
1.5 PRODUCT: The final output is a Customer Intelligence Platform that will enable Retailers to link
seamlessly to their customers. The idea is to transform the Retail Environment into a new dimension
by using technology as tools to accelerate business goal. The system include a mobile app that
both user and the customer can to distribute gift vouchers, discount coupon and greeting cards. The
product innovation shaped by user centred research of needs and transform it to desirable tools for
convenience. Customer behaviour transformed into interactive engagement for the user and customer.
User can make it usable tools to deliver customised delightful experience.

4. 6 7
UCD Principles

5. 8 9
2.1 User Experience
My Design Project is inspired by daily activity as a Shop Owner. My concern always is on
how to deliver delightful experience to my customer.
I’m struggling to cope up with a multi-tasking lifestyle. Sometimes I tend to ignore the
crucial part of retail business which, is how to move inventory timely with the change of
seasons and style. I’m into Fashion Retailing wherein moving the inventory rapidly at the
right time is always my biggest concern.
The consumers behaviour has changed the delivery of the campaign should be align to
customers own preferences. The Retail Industry is highly competitive method is constantly
changing. However, budget constraint is one of the main concern too. It is extremely
expensive and time consuming using traditional campaign materials (e.g. posters, flyers).
There’s no accuracy in determining the success rate of every campaign because of limited
access for tools to analyse the data.
As Entrepreneur, I do not have any capacity to hire a Sales Team or even Administrative
Team. Sometimes the activity failed to recognise the urgency of needs and money tied in to
inventory. I also realised being in touch remotely will provide power to manipulate customer
behaviour even in my absence. My question is how?
It is very common for Entrepreneurs to multi-task because of many limitations. The channel
of distribution is no longer align to customers preferences and printed campaign is becoming
a less attractive communications.
The current technology system for retailers is not enough most of them are technology
driven lack of customise functionality for Retailers. The Point Of Sales system is not
enough. The business cycle of pattern during peak season is always my biggest concern.
Retailers can recover and make a substantial return of investment during seasonal events
based from my experience. However, tools that will make my customer engage and happy
to receive is my big Q (question) that is why I decided to use a project that might solve my
problem as retailer.
Example: The traffic flow in the shopping mall is erratic anytime of the day it will always
bring surprises to us retailers. If I encounter huge numbers of shoppers I just changed my
floor signage sometimes it works! It is time consuming, physically exhausting and many
times not consistently realized when I’m not around. The flyers dissemination is hard to
control no quantifiable success rate, and even newspaper advertisement is not producing
enough exposure because of the declining print readership.
This is my story.
One of the Sports Wear Retailers inside the shopping mall in Northcote placed a big advertisement on a local
newspaper in North Shore Times. They spent $500 in one page with a message ‘cut the coupon for a discount’
with a promise exposure for four consecutive weeks. Unfortunately, the campaign did not produce any single
response. The campaign happened May of 2013.

6. 10 11
2.2 LITERATURE REVIEW
A collection of comments, interaction from different networking sites like Facebook and LinkedIn was
documented by taking a snap shot of some information relevant to my design project. The selected
information was chosen on the basis of user’s need, expectations and current issues involving the
substitute’s products that is useful to the functionality of my system design.
2.2.1 INDUSTRY REVIEW: The increasing number of
customer relying on their mobile phone in purchasing
decisions is one crucial factor that need to consider. The
statistics showing that peer reviews before buying a product
is also becoming more influential channel because of the
multiplying networking sites. The survey showing that most
kiwis are happy to receive promos on their mobile is an
indicator that businesses need to leverage the behaviour of
the customers. The need to provide engagement tool that
will delight the customer in real-time will provide a better
decision making insight for both user and customer.
2.3 UNDERSTANDING USERS
The following activities will become the basis in developing the information structure. This will be further develop
through actual testing through a series of methods using User Centred Design principles to organise the flow of
information.
ACTIVITY 1: The unexpected flow of traffic in a shopping mall. What is the convenient way to send the message
and take advantage of the situation and probably make more sales?
ACTIVITY 2: The Shop Owner is away on Holiday overseas the only means of communication maybe email, sms,
skype, viber etc. How to implement the strategy even the owner is in a remote area?
ACTIVITY 3: There is an overload of inventory and money tied up. What would they need considering budget in
the marketing campaign limited?
ACTIVITY 4: The Retailer is using POS with inventory system. They can see the inventory, the tools stop from
there. What else should they need to support the movement of goods?
The first step of developing design concept is to identify the user’s cognitive strength and weaknesses and
process the data to become more appealing design to the target audience.
2.4 COGNITIVE PROCESSES
It is important to note that many of these cognitive processes are interdependent, involvement varies from a
given activity. In this design project, I wanted to capture the attention so that target audience can focus on the
relevancy of the information on their needs and eventually transform the attention to a desire. Trying to hook them
up to sign up a trial version is my ultimate goal. The evaluation on the perception & recognition will determine
if the message and visual presentation effectively achieved the purpose. The cognitive memory was assessed
according to information that the user can retain into their brain. The cognitive process involved information and
visual presentation to the participant activities and documented in a video. The participant asked on what learning
the project has achieved and compare it to the design goal and expectations. (Preece)

7. 12 13
2.5 USER PERSONA
Background: Douglas is 54 years old-single. He goes
to yoga twice a week, walk for 15 minutes every day
consider himself as physically active person. He like
multi-tasking always on the phone giving instructions
to his sales staff even before opening the shop.
He is managing a Retail Shop selling personal
care products. He is working 8 hours a day for
five days, and during the weekend he is selling
in a flea market just for fun. He love travelling
for business and pleasure usually away three
times a year. He uses emails and the free VOIP
application like viber. He used it as means of
communication to his sales staff whenever he is
overseas.
Douglas uses the computer at home, where he
has set up a home office. He learned to use the
Web because he always posts products to TradeMe.
He own his house and have 3 flatmates. He slowly
learned how to use computer through his flatmates
who are mostly young professionals or students. He
uses the Web daily on his Samsung mobile to check
his emails and his TradeMe account. He has limited
knowledge about computer, but he is using latest
model of Samsung mobile phone. He is using a simple
CRM system for his sales and inventory. However,
according to him everything taught by his business
consultant that is why he can efficiently manage the
system. He acknowledge that his computer literacy is
not enough, so he always ask assistance from other
expert.
Douglas has difficulty seeing small text or text with poor
contrast to the background on the computer monitor
Douglas does not represent the whole community of the target audience. However, the method is useful
in extracting insight on how a typical businessman uses technology to support business activities. The
activities can be translated as user touchpoints based on his cognitive needs.
that is why he love his new Samsung mobile – he
can enlarge the SMS text messaging. His flatmate
showed him how to increase the text size in Internet
Explorer, and that works for some sites. It is frustrating
to Douglas that on some sites the text size is still
small—it does not get larger with his browser settings.
He like the site that he can zoom in and zoom out
the images. He had tried to use screen magnification
software, but finds it difficult to get oriented because he
can not see the entire screen at one time. He has some
difficulty following logical sequencing in using website
unless he is familiar with the icon. He is fascinated
by the predicted text messaging features of Samsung
mobile. He said very convenient for typing messages
and helping his memory problem to remember the next
word he wanted to type.

8. 14 15
3.1 COGNITIVE ANALYSIS
Criteria of Analysis: People are diverse and I do not assume that all users, including users with limited technical
knowledge can use the product the same way. People use different interaction techniques, different adaptive
strategies, and different assistive technology configurations. People have different experiences, different
expectations, and different preferences. This scenario is just one example of a user in this user group. The over-
all objective are:
• To understand if the user can follow system just using identifiable icon
• To know if user understand the functions of each navigation
• To understand if user will feel comfortable based on the design goal
• To be able to discover information based on user expectations
• To document behaviour of activities, synchronicities and logical understanding
of each functions
• To identify if any functions is understood according to the design purpose
3.2 INFORMATION PROCESSING
The information processing provided a basis from which to make predictions about human performance. Hypotheses
can be made how long someone will take to perceive and respond to stimulus. The method of Miller’s Magic (7±2)
principle will be used by using spatial contiguity technique While Miller’s “Magic (7±2)” principle reminds us
of moderation, it is not appropriate for fundamental navigation decisions and leads to an arbitrary “one-size-
fits-all” solution. In no event should it be taken as an absolute law. On the other hand, feelings of confusion
and information overload could be immediately improved by using Miller principle. The Miller principles can be
applied using variours techniques and one of them is spatial contiguity technique. The test images used at
Figure 1.3.2
Figure 1.3.1

9. 16 17
OBJECTIVE: The clutter easily frustrate potential user, so this process is very convenient to determine if
the composition of the element on the web page is enough to be understood by potential user. The purpose
of applying the spatial contiguity technique is to validate which is better an image separated from the
corresponding message or message that is integrated to the image. The landing page need a visual image
with corresponding messages critical design thinking approach is needed to determine the best layout. The
test will determine the best way of sending a clear message to the target audience. So in that sense, the
viewer may not become particularly disoriented, It is extremely important to use ‘persuasive design thinking’
in order to induce a perception that users and the customer wanted to learn more that makes the design
immensely appealing to any potential users. (Silvana M. R. Watson, n.d.)
CRITERIA: The test used two sets of images, the first one with separates important definitions from the
image that shows what the product is all about. The other image is integrated with the corresponding
messages. (See Figure 1.3.1)
FINDINGS: The image tested to 10 participants and the results 8 choose the integrated presentation. The
viewers learn better when corresponding pictures and words are presented near each other on a page
rather than separated from each other. The results were used as a guide in positioning all the elements
of the landing page.
B. METHOD: The Five Second Tests
DATA PROCESSING: The Five Second Tests principle were used in exposing the participant to identify
people’s first impression of the designs. A single content page was used for a quick 5 seconds tests to
gather participants initial impressions.(See figure-1.3.2) The tests were done online using a free site with
five structured questionnaire they need to answer after exposure to the content. The participant was asked
by the following questions with the scenario question as a heading:
• What do you think of this page was all about?
• What do you think of this page was all about?
• Which element on the page, did you focus on most? (picture, logo, heading, text, icon)
• Will you be interested in learning more?
• Did you notice the sign Get Free Account?
• What did you remember most?
OBJECTIVE: The purpose is to find out if the message is effectively translated into the design purpose.
Five seconds may not seem like a lot of time, but users make critical judgments in the first moments
they visit a page. This can also be used to identify the cognitive memory through recognition of the most
prominent elements of the web app. Using this technique, it will uncover essential information for making
huge improvements to the web app landing page.
Figure 1.3.2
Figure 1.3.3
CRITERIA: The five minute tests online revealed information on the objective of validating the clarity of the
message in the landing page. A single content was used with messages and large picture.The decision not to
include any navigating button is to avoid distraction from real objective of the tests. The composition of elements
is just text and big pictures. (see figure 1.3.2). The intention is to send the message accross by simply showing
visual image as the prominent element if it will help to successfully achieved clarity of the message. The results
expectations that the audience should use the keyword like crm, sales, mobile, software or service as the most
obvious perception that will categorise the product. This is useful key word for Search Engine Optimisation (SEO)
for easy findings from potential user whenever they search products from Google.
FINDINGS: The challenge is how to connect the link to prove that the theory can support the outcome
of the tests. The participant is not properly identified as the target user. Therefore, the probability of error
is hard to quantify because no individual profiling of participants due to time constraint. However, the
design purpose can be successful in terms of identifying the cognitive response of the participants.
After the tests the system generated results in visual report showing dominating keyword see
figure 1.3.3 ( Actual test can be found at www.fivesecondtest.com)
From the visual results generated by the online Five Minute Testing the most prominent ‘keywords’ translated the
perception of the audience about the product. The test was participated by 10 and profile of audience is unknown
because the test was a free online usability testing. The benefit of the results from unidentified audience has
proved that the message successfully achieved the purpose. Therefore message can be easily understood by the
target audience and search engine optimisation will be achieved succesfully. However, further technical test is
recommended this is just to pilot test the design project.
C. METHOD: Card Sorting .
OBJECTIVE: This method is particularly appropriate because the platform is a new concept. The results will help
to understand the user preferences and words that they can easily relate to. By isolating the plus and minuses of
the design elements through this process, number of elements can easily identify redundant activities. Speaking
the customers language will help to encourage engagement by allowing the participant to share their own thoughts
and incorporate to the existing cards. The objective of choosing this method is to confirm or validate hypotheses
about specific social psychological structures hidden in data. The objective is to uncover assumption into realistic
approach in identifying structure that is known to a potential user but unknown to design concept. The lack of
structured guideline is the ultimate reason on why Card Sorting is a convenient method of data gathering for
designing web app. The interaction was documented with the potential user as participant.

10. 18 19
CRITERIA: The results will be used in determining the number of functionality for easy integration of
the design purpose into the participants’ behaviour. This is not scientific evaluation just to pilot tests
the concept for the design project. The participant has a home based business selling clothing online.
The idea is to find out what information and categories should be on the landing home page. The
processing of cognitive attention is important to know the number of functionality needed so that the
user will not be disoriented and learning will become easier. The following guidelines used:
• The cards was placed on the table and asked the participant to re-arrange according to her
own thoughts
• The participant was asked to ignore cards thinks does not belong to any group
• The participant was asked after the session what working in order to get her thoughts rationale
about the information provided during the session
• The participant was encourage to incorporate her own label and write it down if it is missing
from the stack of cards
• The participant was asked to combine together information that can be group
• The participant was asked to use a coloured post note to indicate a link for additional topics
FINDINGS: A prepared questionnaire was constructed based on observation in order to get a clear
communication and synthesize the participant thoughts and rationale. Q (researcher) P (participant)
Q. The participant was seen focusing so much attention with a group of information.
The participant was asked why she is very much engaged in a specific group?
P. Participant says it is very addictive (exact word) and they think this group has so
much to do.
Q. The participant put a post note to link one label on the same group. The participant
was asked on why they posted a link to the primary label.
P. Participant says it is similar to website they usually seen on-line.
Q. The participant was seen writing down additional information on a card. The
participant was asked on why they added that information.
P. Participant says they always encounter that sign (terms & conditions) whenever they
sign up in any website so they think it is essential.
Q. The participant was seen putting a two post note in one group but facing different
direction. The participant was asked why the post note looks like in a confusing
position.
P. Participant thinks they belong together but just confused where to put the link.
Q. The participant was asked to describe their understanding about grouping label
together?
P. Participants says they enjoy it, and all familiar words in the Internet. They think the
activities is very simple to follow. They got confused with one group because some
similar names, and they do not know what group they belong.
The exercise revealed that the participant is very familiar with common navigating names in the Internet. The
participant easily get confused with unfamiliar names. The participant cognitive memory has been established
when they incorporated their own label. The participant was seen visually engaged it is a strong indicator that
cognitive attention achieved successfully. The participant was able to put the logical sequencing of the link.
It is a good sign to identify her learning capacity. However, it takes time for the participant to figure out how
to make a sub link. Nevertheless, the tests results conveniently provided direction in designing the number of
navigating button for web application. The participant understanding of language has successfully achieved
although sequencing may not be 100% perfect.
Nevertheless, as far as the design purpose is concern the results provided direction. The participant finished the
tasks by 25 minutes, and 8 seconds number of functionality will considerably modify in the design development.
The method of evaluation has no scientific basis this is just to pilot test the design project.

11. 20 21
4.2 CASE STUDY
Mobile Marketing Brings Big Revenue to Furniture Retailer Generates More Than $138K In Four Days
with Email & Mobile Coupons (source:www.mobilestorm.com)
OJECTIVES: In a tough economy, executives at Broad River Furniture knew they had to and new ways
to effectively reach consumers, both to encourage them to spend money and to make sure the money
was spent at their shops—and not at a competitor’s. Newspaper advertising, traditionally one of this
retailer’s main marketing channels, no longer offered the results it once did. The chain wanted to and
more effective, effcient, and direct means of marketing to interested buyers.
SOLUTIONS: Mobile coupon. The retailer sent its first coupon campaign offering coupons, to 27,000
of its customers. One-day secret sale. This “12-hour private event” was announced only via SMS and
email to subscribers, on the evening before the sale began. It generated $30,000 in just one day.$500
shopping spree. The furniture chain puts on a weekly contest in which customers participate, via SMS,
to win a shopping spree. With this campaign, the company also gathers demographic information on its
customers, adding to the database of people who ultimately received the Secret Sale coupons.
RESULTS: Broad River Furniture was able to generate $138,460 in revenue across all its stores after
it gave out $24,491 in discounts. Of revenue generated by coupon type, after discounts, $85,438 was
attributed to text messages and $53,022 to email. Because of the system ability to report campaign
results, the furniture retailer was able track the conversion rate for each coupon code. The company
therefore was able to and which coupon was the most frequently redeemed, as well as which coupon
generated the greatest amount of revenue.
CONCLUSION: Leveraging an intelligent, comprehensive approach to developing digital relationships
with consumers in the region, Broad River Furniture was able todemonstrate a signifcant return on
investment. After discounts, for every dollar spent the furniture chain generated approximately $122 with
mobile coupon SMS and about $76 with mobile email. The company received high sastisfying rating from
customers through emails they received from happy customers.
4.1 UNDERSTANDING SHIFTS IN CUSTOMER BEHAVIOUR
It is essential for the firm to gain the good understanding of it’s target market. The more the Consumer
Behaviour is learnt the more the needs and wants of the Customers are fulfilled. The objectives are:
• To determine where the product or service should be available that would
easy for the customers to buy.
• To determine which method of promotion would be most effective for getting
the customers to buy a product.
• To determine factors influencing the changing behavior of the customers.
• To align the product to customers preferred channel of distribution.
Individual consumers spend to express their particular personality and uniqueness: they want tailored
offerings that will bring out who they really are. According to Accenture research on ‘How and Why of
Consumption” the following analysis gathered from 600 executives, we surveyed 10,000 consumers in 10
countries to gain a data-led perspective on changing behaviors. (source: accenture.com)
• Experiential consumers want more than the digital world can offer. They seek the enjoyment of new
and different experiences, from traveling to new places to attending live events.
• Resourceful consumers can seem like a familiar type: they work hard and spend thriftily to get
ahead. The difference today is that they turn to new online platforms to buy used products, sell
directly to other consumers or participate in online auctions.
• Disconnected consumers like to distance themselves from the constant presence of the digital world
and are willing to spend to do so. One in five reported that they turn off their phones for extended
periods. But they still want products and services that help them leave the stresses of the world
behind, ranging from scented candles to cruise vacations.
Customer is the most important person. The
business revolves around the consumer...

12. 22 23
4.3 CUSTOMER JOURNEY: Customer Touchpoint
A scenario of a couple without any child with predictable routine because they are both working
the 9-5 job. The daily scene the husband normally wake up early because his workplace is
45 minutes’ drive from their place. He wake up around 7:00 am and after taking shower he
always make sure he is on the road by 7:30 am to avoid traffic. His wife already awake by
the time he finished his shower. However, on that day she is still in bed sleeping. He became
sad because he was expecting a hug and kisses because it was his birthday. He arrived at
the parking lot by 8:15 am and regularly drop by at the coffee shop located at the ground
floor of his office. He is known to the cafeteria because he has been a regular early breakfast
diners for eight years. He was about to approached the counter and suddenly his mobile made
a beeping tone. He checked his message saying “Honey I made you a free breakfast today
Happy Birthday, see you tonight for more surprises”. The message has visual picture of his
favourite ham and egg breakfast. He was delighted from a simple message a small gesture of
surprise can make a man treasure the moment for the rest of his life. He was giggling while
showing the gift voucher to the sales staff.
While eating breakfast, the sales staff approached his table with a small muffin with fancy
candle on top. Another surprise but this time the owner of the coffee shop has been alerted
by the system that someone claimed a voucher. The system will send a message to the user
once the barcode is entered from the user system. (Voucher coded by event). Then user can
track the recipient in real-time. Now, he is absolutely overwhelmed and imagining his wife
while having his breakfast.
DELIVERABLE: The user can trigger an attitude change to their customers through delightful
messages and manipulate the behaviour according to events or in any circumstances. The
design information can produce delightful experience to the customer and in return the user
received the same experience if the business objective achieved with ease. The increasing
number of mobile user as preferred device to browse internet checking deals and reviews
before making purchasing decisions should be capitalize by any businesses. (Cognitive
Response theory, 2012)

13. 24 25
5.2 CUSTOMER LATENT NEEDS
As a facebook user, the site never let forget about
friends’, family, or other important people’s birthday. The
presented Birthday Reminders will generate on-screen
pop-up on the facebook wall or emails. Now days,
people are very busy in their professional, personal and
social life. It is human psychology that we have gotten
a tendency to forget things. This behaviour of us could
prove it is very costly if in the list of forgotten things,
we have significant events like birthdays of special
ones, important dates for official work, and many more.
About 10 Kiwis’ were asked to choose 3 among the list
provided with them. The following list appeared to be
very important events for them.Birthdays
• Christmas Day
• Boxing Day
• New Year’s Day
• Rugby
• Valentines Day
• Mother’s Day
• Waitangi Day
• Annual Leave Holiday
(not on my list but appeared during interview)
5.1 DISCOVERY
I wanted to incorporate something ‘new’ but do not
know where to start. I was a little bit depressed while
I was writing ‘the socio-cultural integration’. It was my
birthday circumstances made no room for celebration.
I deactivated my Facebook to get rid of distraction had
to focus on my final research paper. I started receiving
greetings via SMS messages and graphic greetings via
free messaging platform. I started to feel valued even
in the absence of popular Facebook close friends and
family did not miss to send messages that made me
feel great in the midst of my difficulties.
I realised these messages made me feel happy, so I
Google and search for the famous greetings application
for Facebook. I found “Free Greetings For The
Planet” it is the world’s leading application for human
expressions, reaching over 91 million unique users
annually. Wow! It was an amazing discovery. Then,
suddenly remembered when I was 10 years old I used
to sell Christmas greeting cards to my classmates. It is
a common practice for all of us students to exchange
greeting cards every Christmas. I immediately scroll
back my cursor and read my personal inspiration for
doing this project. I remembered saying one of my
problem as a retailer is how to take advantage of
events and circumstances and connect to customers.
What else can I offer beyond physical products? Then,
suddenly realised that Customer Profiling should go
beyond physical needs. Just like what I experienced,
alone far away from family, my birthday, circumstances
holding me up to let go of celebration. However,
birthday greetings have changed my attitude. As human
it is cherishable feelings to received greetings specially
if we are far away from home and the only means is
technology. (Narrated by the researcher)
CRITERIA: The participant must be living in New Zealand for the past 10 years regardless of the country of origin.
The nationality was never part of the consideration. The assumption that a naturalised born New Zealanders’ or
immigrant who has been living in New Zealand for the past 10 years has the same way of thinking in terms of
celebrating circumstances. Participants should own a smartphone. The event during World Cup everyone is into it
sharing the same spirit New Zealand became one culture even just for a single event. These events is the catalyst
for integration of culture.
DECISION: The deciding factors in choosing events it should be usable and will compliment the users need in
terms of accelerating the business growth. Integration of business and technology will be the focus of delivering
innovative solutions to retailers. The primary consideration is to make the feeling translated into a desirable
innovation and will support economic growth for Retailers.
“It is not how much we give
but how much love we put into
giving
”Mother Teresa
By Nicholas Spa

14. 26 27
5.3 INTEGRATION OF SOCIO-CULTURAL:
The final design project is to provide system for Retailers in the form of web application. The primary
design element is a platform to make a mobile marketing. However, an extended system is recommended
to encourage customers to engage so mobile app will become part of the design as an extended channel
of engagement from the customer end. In New Zealand, it is very common to received SMS promotions,
but mobile coupon with barcode or QR code with graphic is something new for the target demographics.
It is being used occasionally by large companies during special events but not yet utilised for the common
customers consumption.
OBJECTIVES: The concept need critical design thinking to shape it to a more pleasurable experience and
must have characteristics to achieve seamless socio-cultural integration. (Dubois, n.d.).However, taking
the Human Centred Design as an approach to discover what truly matters to the customer is another key
factors that need to be discover. As a graphic designer, it is a two minute job, but it needs to go beyond
visual to make it valuable design to customer. Culture is a crucial variable in innovation. The critical
importance in determining the degree of acceptance of an innovation is the extent to which innovation
characteristics and the culture of the receiving group are compatible. Each innovation is unique each is
compatible in different degrees with the culture of a given group. The challenge is how to gel it together.
(Dubois, n.d.)
“Either people of different faiths having lived together in friendship have produced a beautiful blend of
cultures, which we shall strive to perpetuate and increasingly strengthen the shape, or we shall cast
about for the day when there was only one religion represented in Hindustan and retrace our steps to that
exclusive culture. It is just possible that we might not be able to find any such historical date and if we
do and we retrace our steps, we shall throw our culture back to that ugly period and deservedly earn the
execration of the universe.” Quote from Mahatma Ghandi.
FINDINGS: : In New Zealand cultural diversity were highly embraced (see figure 5.3.1). At AUT campus
friendship, love blossom between different cultures. The design elements shape by human emotional
needs. The cultural infusion of technology driven by the desire to connectivity is the force that bridging the
gap of differences. The design innovation will transform the desire into one cultural identity. The love for
giving, the social need to connect with friends, the feeling of desire to have a gadget that will make their
lives more convenient. The common denominator is human psychological needs that will make the design
elements seamlessly integrated to deliver delightful experience to a customer. From Kiwis latent needs,
the most common celebrated events will be the key factors that will make it as a desirable innovation.most
common celebrated events will be the key factors that will make it as a desirable innovation.
No culture can live, if it
attempts to be exclusive.
Ethnic Groups(1) in New Zealand
2006 Census
New Zealand %
European 2,609,592 67.6
Maori 565,329 14.6
Pacific Peoples 265,974 6.9
Asian 354,552 9.2
Middle Eastern, Latin American & African 34,743 0.9
Other Ethnicity
New Zealander 429,429 11.1
Other ‘Other Ethnicity’ 1,491 0.0
Total, Other Ethnicity 430,881 11.2
Figure 5.3.1

15. 28 29
To design a Customer Intelligence Platform that will enable Retailers to link seamlessly to their customers. The
idea is to transform the Retail Environment into a new dimension by integrating technology and design, and
become tools to engage with customers in real-time giving the retailers a better decision making insight. The
retailers staff no longer need to search through the database to find customers’ discount card numbers: they
simply scan the barcode on their smartphone and the reduction applies immediately thus time will be considerably
reduced. Sending discount coupons via the smartphone app is considerably cheaper and faster than paper
coupons.
Customers are delighted with the app as they no longer have to worry about bringing discount cards or coupons
with them. Waiting times at the counter have also reduced considerably. The free app will support the users need
as channel of distribution as part of acquiring the platform. They can customise their service delight that will keep
the customer happy. Great example is to send greeting cards to loyal customer to provide unexpected delightful
experience that will touch the heart of the recipient.
This process is quicker and easier for customers and staff. A smartphone app seemed the obvious solution
providing it could meet a number of objectives. The app needed to be easy for customers to use and reflect the
company’s highly distinctive brand identity.
The design thinking approach and user centred design principles will be executed throughout the entire journey.
The conceptualisation process user is at the centre of the design project.
STEVE JOBS

16. 30 31
7.1 DESIGN PHILOSOPY
Design has the ability to change people’s lives in ways big and small, but only if it responds to their needs.
The key link is ensuring that stakeholders’ voices are heard and acted upon in the design process. The
combination of ethnographic research methods with a designer’s arsenal of ideation using visualization
tools, to shed light on unmet - often unspoken needs. Then, translating these into strategic insights and
opportunities to become a customer centric-design. We call it Critical Thinking — a 360º approach to
exploring and inducing insights from all angles while staying grounded in the stated problem. (Petrina, n.d.)
7.2 WIREFRAME STYLE GUIDELINE
The following guideline of styles will be used to make the platform precisely align to users’ needs and
expectations. The results from the interaction tests using UCD principles and Ethnography Documentation
of Users Activities were used to formulate a design guideline to achieve the objectives of the design project
which is simplicity and ease of use. For style guideline (see figure 7.1.1)
COGNITIVE
PROCESSES
DESIGN GOAL
ATTENTION Avoid cluttering with too much information.
Use graphics, colour sequencing of information and lots of spacing
Plain and simple landing page
PERCEPTION &
RECOGNITION
Use of identifiable icon
Text should be legible using distinguishable colour against background
Allow users to recognise the meaning of various touch sensations by emulating them.
MEMORY No complicated procedures for carrying tasks to save time
Interface that promote recognition rather than recall by using menus, icons and
consistently placed objects.
Provide users with a variety of ways of encoding electronic information
(e.g., files, emails images) to help remember where they have stored them.
LEARNING Design should encourage exploration to provide immersion
Design should provide users to select their own preferences during interaction
Link representations that need to be learned so that access to learning is convenient.
DECISION MAKING Provide options that easy to access for users who wish to understand more about how to
carry out an activity more effectively
Provide immediate free full access in order to realise the concept
Figure 7.1.1
7.3 METHOD OF PROTOTYPING:
The used of paper prototyping is the preferred method. It is a key component of the user-centred design
(UCD) process and it is easy to iterate. The characteristics of paper prototyping lends itself to the iterative
approach that is so valuable in the UCD process. The following principles was the primary consideration
on why paper prototyping is the best method for the project.
• Early and continual focus on users and their tasks. This understanding is arrived at by directly
studying their behaviour and attitudes, and by studying the nature of the goals expected to accomplish.
• Empirical measurement of user behaviour. Early in the development process, intended users will
be expose to simulations and prototypes to carry out real tasks, and their performance and reactions
should be observed, recorded and analysed.
• Iterative design. When problems are found in user testing (as they will be) they can be fixed
at early stage. This means design must be iterative: there must be a cycle of design, test and
measure, and redesign, repeated until the usability. However, this will not be part of the process
the validity of findings is not scientific only to pilot tests the design concept.

17. 32 33

18. 34 35
Notes:
Retailers exact location is link to
contact details for easy navigation
The map is also link to voucher by
scanning the QR code
Notes:
Customer can opt to register as regular
user by using credit card so everytime
they use the app it will be automatically
debited to their account.
The idea is to eliminate hassle of taking
same process all over again
Notes:
Products are group by category
Customer can use the search tools
on top for quick browsing
Notes:
Contact details of retailers are
group by category so that
customer will not be disoriented.
Customer can use the search
tools on top for quick browsing

19. 36 37
7.5 PRODUCT FEATURES
The Coupon Gallery will provide excitement to the user. It will become the absolute best tools to create a mobile
marketing campaign. User does not need knowledge in Graphic Design or a degree in Marketing. The design
platform will be providing layout using customer centric-design that were proven to be effective in marketing.
The diversity of style will touch the consumers psychological needs. The gallery will showcase an updated style
to provide convenience to any circumstances that may arise in regards to seasonal trading activities. Remember
consumers respond to visuals that touch their heart.
7.4 PSYCHOLOGY OF COLOUR
Scientists have been studying the way we react to colours for many years. Certain colours make us feel a certain
way about something. As long as the designer knows what these colours and emotions are, the designer can use
that information to help present the business in the right way. These are not hard and fast rules, but designers
can use the information to their clients advantage.
7.4.1 THE SCIENCE BEHIND COLOURS
Colour plays a crucial part in graphic design. The colours used in a design can set a mood or drive home a
point. Colour can demonstrate strength or compassion, weakness or fear. It is important to consider the message
marketer want to portray when selecting the base colours in marketing collateral design.
As a Graphic Design Practitioner having been exposed to magazine and newspaper as a layout artist for five years,
colours always plays a vital role in the design process. Apart from the technical aspect the audience is the centre
of the selection process. It excites all the senses, instantly conveying a message like no other communication
technique.
The earthquake disaster in Christchurch newspaper shaped the emotion of the pubic by using black and grey colour
as the prominent elements of the entire pages of New Zealand Herald. The colour symbolising sympathy,
agony, sadness represented by the mood of the entire community. The pink colour expressing moral
support for women with breast cancer. The color pink is considered feminine in modern Western
countries. It evokes traditional feminine gender roles, caring for other people, being beautiful, being good,
and being cooperative. The pink ribbon represents fear of breast cancer, hope for the future, and the
charitable goodness of people and businesses who publicly support the breast cancer movement. It is
intended to evoke solidarity with women who currently have breast cancer.
7.4.2 COLOURS AND JIN AND JANG PRINCIPLE
Both contrary life principles have an important role as they bind everything in the space. The colours
influence the emotion and many natural dualities (e.g. Light and dark, high and low, hot and cold, fire
and water, life and death) are thought of as physical manifestations of the yin-yang concept
Jin is feminine, introverted, passive principle, which is night, darkness and silence. Corresponding are round, wavy
shapes, pastel colours, soothing colours (blue,green,violet), soft materials (wood,cloth) and are dominated by a
dim light. People of jin type are peaceful, balanced and introverted.
Jang is man, extroverted, active and represents the sun, day, light and movement. The corresponding straight
lines and square shapes, strong or light-emitting colours (red, yellow, orange) cold and smooth materials (stone,
glass, metal) and bright light prevail in every space. People of jang type are dynamic,ambitious and extroverted.
They are conditional: jing is not without jang and vice versa. It is important that both are constantly in a balanced
relationship (source:www.sacredlotus.com/theory/yinyang)
The principles of Jin Jang have influenced western culture. It is being used by some Architecture and Interior
designer in harmonising shapes, colours because Yin/Yang deals with balance of Chi or energy. If these principles
will be apply in the marketing elements of design colours and space this will bring harmonious relationship with
the receiver. The emotions and many natural dualities (e.g. Light and dark, high and low, hot and cold, fire and
water, life and death) are thought of as physical manifestations of the yin-yang concept
If these principles will be apply in the marketing elements of design using Jin Jang prinsiple on colours and space
will bring harmonious relationship with the receiver. The human respond to stimuli that provide clarity, simplicity
and colours that will please the retina of the customer.
The gallery is organised according to category of
emotions align to retailers product offering.
• The messages were taken from customers so
consumer consumption will become easier.
• The colour selection for every category will be
available as per Industry Standard. The platform
will provide a proper guideline in choosing colours
that will compliment the mood of their campaign.
• The system will provide a variety of images
according to Retail Category with an option to
use their own images or logo.
• The availability of font will compliment the variety
of styles according to Industry practice.
The example (see figure 7.3.3.4) will be the tools and
guideline for making mobile voucher ensure that the
quality of selection adhere to the Industry Practice to
make it as an effective marketing tools for Retailers.
7.4.3 COLOUR TESTING
Colour is a big influence on visual branding because it can affect people
emotionally. According to the Seoul International Colour Expo, the colour of
a brand logo improves brand recognition by 80%. The 84% of people believe
that colour amounted to the utmost consideration when they chose a brand.
Different colours affect people differently, for example, red is the highest
stimulation hue. It increased pulse and heart rate, raise blood pressure and
stimulates appetite. This can be used by sensory branding in restaurants to
stimulate hunger or in bars because of its exciting properties.
In order to validate the theory a test was done by exposing the participant
to basic colours (black, red, yellow, blue and green-see figure 7.3.3.1). The
participant was asked not to take any meal before lunch. The objective is to
make sure that by the time the actual test is being done the participant is
already craving for food. The six candies with primary colours were placed
against a white paper on the left side. Before the participant enter the testing
room, a brief information were discussed. The participant were asked that
as soon as they seated comfortably, that is time to start taking the test. The
participant was told to pick only 3 candies from the five pieces of candies.
The candies picked by participant should be moved to the right hand side of
the paper. The action should be simultaneous and the participant finished the
test by 5 seconds.
FINDINGS: From the pictures taken during activity (see figure 7.3.3.2) the
participant picked the colour red first followed by blue then third green. The
technique of testing and findings has no scientific basis just to pilot test the
validity on how colour stimulate the senses of human.

20. 38 39
DESIGN TO COMMUNICATE EFFECTIVELY
Getting message across effectively makes recipient more likely to gain
desirability that will make them visit the app repeatedly. Using standard
language, formatting, and style help to create a useful, clear message.
There’s an option to integrate their own message, freedom to choose
makes them likeable tools
Keep Message Short * Speak with the Users Language
How do you feel if you received a greeting card while you’re so busy at work?
DESIGN FOR EFFICIENCY
Customers need not have to worry about bringing discount
cards, gift cards or coupons with them.
Time savings are considerable as retailers staff no longer
need to search through the database to find customers’
discount card numbers. They simply scan the barcode on
their smartphone and the reduction applies instantly.
It is cheaper and faster than paper coupons and
environmentally friendly.
You add to your wish list a designers’ bag for Christmas and suddenly received a message like this.

21. 40 41
Your boyfriend send you a voucher of a movie ticket and you forgot to
ask which cinema you are going to watch. (his mobile is out of reach)
DESIGN TO ENCOURAGE ENGAGEMENT
Provide a Nearby Search Map of Every User’s Location
Using QR Code is easy for customer to link to their exact location
Provide Engagement Between User and Customer
The ability to link the voucher to the retailers website
so customer can browse more information
Design to integrate easy access to retailers contact numbers for future use
DESIGN FOR SIMPLICITY
Ease of use eliminate the hassle of going through the process by
streamlining the system
Ingenious solution to a traditional challenge
Direct & Concise straight to the point just scan and go
People are very busy in their professional, personal and social life
accessible tools to balance lifestyle is pleasurable
You’re in Paris attending a convention you suddenly miss your
husband and you want to surprise him on his birthday. Then,
you decided to buy him an airfare voucher and send it to him.

22. 42 43
You are always celebrating
Christmas with your Nana but
this time circumstances has
changed. You decided to send
her a Christmas gift voucher
through her email
DESIGN FOR FLEXIBILITY
Customer can download the voucher from mobile app and
send it to the recepient to suit preferred channel
that customer is familiar with
Retailers with online shopping can leverage with the
customer circumstances. The platform user can
incorporate flexibility by providing options for their
customers to buy online or through their physical stores.

23. 44 45
8.1 USER EXPERIENCE
This is very convenient method to link if the desired goal
is achieved according to user experience. In designing a
system, the real scenario is always the best foundation
to translate design as augmented reality of users’ daily
activities. The design should mirror the user’s real
activities for realization of systems functions.
BACKGROUND: Participant was given a brief information
about the functions of the web application. He was given
an example of the final output he needed to achieve at
the end of the activities. He is one of the target user
among the group of users in New Zealand.
SCENARIO: Participant is planning a Clearance Sale
for a Personal Care Products. The participant wanted
to get rid particular items with lots of inventory on their
system. It was decided to use TABME an automated
sales force system that can make a mobile coupon.
They think sending it in real-time can improved sales.
The partIcipant is managing a retail shop and knows
basic knowledge about MS Word. The participant usually
uses MS WORD to make a simple sign for pricing their
stocks.
8.2 PROTOTYPE TESTING
TThe actual testing using on-screen graphic prototype
were documented. The participant was asked to
use a pen as his mouse and provided with an on-
screen prototype. (see figure 8.1) The interaction from
start to finish were recorded. The testing required no
conversation at all to get the participant more focus on
the tasks. There is questions and feedback at the end
of the activities. Once the participant touched the ‘send’
button that is the end of activities. After the completion
of tasks, a fictitious mobile coupon was shown to
participant.
After showing the user on how to make a mobile coupon
the actual interaction with the customers was observed.
The objective is to monitor response of customers
using the traditional floor signage. The documentation
of customers behaviour after they are exposed to a
floor signage which was deliberately posted in a slanting
position was documented. The basis of observation is
the interaction of participant with the customer and the
way they constantly changed the floor signage. Some
pictures of the scene. (see figure 8.2-.8.4)
The participant was asked to use the idea (mobile
coupon) by using the traditional signage. The instruction
was to place the signage in a slanting position whenever
there’s a build up of foot traffic. The slanting positioning
of signage is from the concept of ‘augmented reality’
imagining as if they are sending the discount coupon
through mobile in real-time. The idea is to test if the
customer will respond to ‘stimulus’ and will demonstrate
a buying signal. Participant was asked to describe
participant own findings by comparing the traditional approach and new technique in getting attention of customers.
OBJECTIVE: The objective is to uncover the assumption that sending coupon in real-time will trigger impulse
buying using the design concept for project realization that it is usable for retailers. This method will better help to
understand the need of the user and their customers needs. The results will provide a better insight on the iteration
stage of the design process. The pleasurable benefits for the customer should be based on actual behavioural
pattern in order to seamlessly achieved social identity experience.
On the other hand, the simulation test was done prior to user actual work activities. The idea is to find out if the
functionality and delivery will be achieved according to user expectations. The scenario is the assumption that user
signed up to use the system and the participant will be guided from designing the coupon to actual consumption
of customers..
8.3 EVALUATION: USER TOUCH POINTS
The simulation testing uncover the underlying touchpoint of user. The actual interaction is marked unforeseen
insight and useful in the iterative design and further development of the project. The interaction started by going
straight to Coupon Page. The decision of skipping the process of going through the home webpage because the
test is only for processing usability of Coupon Maker Page. The available timeframe does not permit to test all the
web app pages. However, it is important that testing will focus on the core features of the platform.
The interpretation is not scientific nevertheless; participant was able to familiarise at the start of the activities. The
icon used is very similar to MS Word so the way the participant interpreted the sequence is the same process. The
participant was seen scrolling back and forward the bar at the bottom. He was touching the icon after touching the
text area intended for typing. During the activities, the participant paused for about 5 seconds. Then, proceeded to
another stage by touching the save file. The end of the interaction lasted for 10 minutes and 5 seconds.
After the completion of testing partcipant was asked based on the researcher own interpretation. Here’s the
feedback from the participant. (P) participant (R) researcher.
• The participant was asked on why they were not seen using the tools for colouring background?
• P: The participant says they are not familiar with that icon and do not how to use the tools.
• R: The participant was observed not using the barcode generator and was asked why?
• P: The participant says the system must have alerted them if they missed one activity.
• R: The participant was seen scrolling the bar at the bottom and was asked why?
• P: The participant says they wanted to make the image bigger or smaller
• R: The participant was asked to describe the experience.
• P: The participant says it was easy to use it was not too confusing, not too busy many simple icons.
They liked it. Though, they wish they should have been oriented on the barcoding system before the test.
(Figure 8.1)
(Figure 8.2)
(Figure 8.3)
(Figure 8.4)
8.4 EVALUATION: CUSTOMER TOUCH POINTS
The customer behaviour was evaluated based on their response whenever the floor signage was changed from
time to time in a slanting position. The responses was quite impressive in terms of visual numbers of customers
responnded to the activity. In one incident one of the customers was overheard calling his wife about the on going
sales and asking if she wanted him to buy her favourite perfume. From the picture alone the customer response
was captured. However, results would varies depending on the demographics and situation. The results magnify
the concept realisation as a valuable insight for future studies. The participant was asked to get rid of the signage
in between to have the comparison on the customer behaviour. The test was done from the period of 10:00 am
to 2:00 pm. The evaluation has not scientific validity just to pilot the test the design project. The pilot studies was
able to established potential problems and can be use as basis to further develop the design concept.

24. 46 47
IN THE BEGINNING: BARTER
Barter is the exchange of
resources or services for mutual
advantage, and the practice likely
dates back tens of thousands of
years, perhaps even to the dawn
of modern humans. Some would
even argue that it’s not purely a
human activity; plants and animals have been bartering—in symbiotic
relationships—for millions of years. In any case, barter among humans
certainly pre-dates the use of money. Today individuals, organizations,
and governments still use, and often prefer, barter as a form of
exchange of goods and services.
9000 - 6000 B.C.: CATTLE
Cattle, which throughout history and across the globe have included
not only cows but also sheep, camels, and other livestock, are the first
and oldest form of money. With the advent of agriculture also came
the use of grain and other vegetable or plant products as a standard
form of barter in many cultures.
1200 B.C.: COWRIE SHELLS
The first use of cowries, the shells of a mollusc that was widely
available in the shallow waters of the Pacific and Indian Oceans, was
in China. Historically, many societies have used cowries as money,
and even as recently as the middle of this century, cowries have
been used in some parts of Africa. The cowrie is the most widely and
longest used currency in history.
1000 B.C.: FIRST METAL MONEY AND COINS
Bronze and Copper cowrie imitations were manufactured by China
at the end of the Stone Age and could be considered some of the
earliest forms of metal coins. Metal tool money, such as knife and
spade monies, was also first used in China. These early metal monies
developed into primitive versions of round coins. Chinese coins were
made out of base metals, often containing holes so they could be put
together like a chain.
500 B.C.: MODERN COINAGE
Outside of China, the first coins developed out of lumps of silver.
They soon took the familar round form of today, and were stamped
with various gods and emperors to mark their authenticity. These early
coins first appeared in Lydia, which is part of present-day Turkey,
A 640 BC one-third stater coin
from Lydia, shown larger.
Greek drachm of Aegina.
Obverse: Land turtle /
Reverse:AIT/(INA) and dolphin.
The oldest turtle
coin dates 700 BC
A Persian 309–379 AD
silver drachm from the
Sasanian Dynasty.
but the techniques were quickly
copied and further refined by the
Greek, Persian, Macedonian, and
later the Roman empires. Unlike
Chinese coins which depended
on base metals, these new coins
were made from precious metals
such as silver, bronze, and gold,
which had more inherent value.
118 B.C.: LEATHER MONEY
Leather money was used in China in the form of one-
foot-square pieces of white deerskin with colorful
borders. This could be considered the first documented
type of banknote.
A.D. 800 - 900: THE NOSE
The phrase “To pay through the nose” comes from
Danes in Ireland, who slit the noses of those who were
remiss in paying the Danish poll tax.
806: PAPER CURRENCY
The first known paper banknotes appeared in China. In all,
China experienced over 500 years of early paper money,
spanning from the ninth through the fifteenth century. Over
this period, paper notes grew in production to the point
that their value rapidly depreciated and inflation soared.
Then beginning in 1455, the use of paper money in China
disappeared for several hundred years. This was still many
years before paper currency would reappear in Europe, and
three centuries before it was considered common.
1500: POTLACH
“Potlach” comes from a Chinook Indian custom that existed
in many North American Indian cultures. It is a ceremony
where not only were gifts exchanged, but dances, feasts,
and other public rituals were performed. In some instances
potlach was a form of initiation into secret tribal societies.
Because the exchange of gifts was so important in
establishing a leader’s social rank, potlach often spiralled
out of control as the gifts became progressively more lavish
and tribes put on larger and grander feasts and celebrations
in an attempt to out-do each other.
1535: WAMPUM
The earliest known use of wampum, which are strings of
beads made from clam shells, was by North American
Indians in 1535. Most likely, this monetary medium
existed well before this date. The Indian word “wampum”
means white, which was the color of the beads.
1816: THE GOLD STANDARD
Gold was officially made the standard of value in
England in 1816. At this time, guidelines were made
to allow for a non-inflationary production of standard
banknotes which represented a certain amount of gold.
Banknotes had been used in England and Europe for
several hundred years before this time, but their worth
had never been tied directly to gold. In the United
States, the Gold Standard Act was officialy enacted
in 1900, which helped lead to the establishment of a
central bank.
1930: END OF THE GOLD STANDARD
The massive Depression of the 1930s, felt worldwide,
marked the beginning of the end of the gold standard. In
the United States, the gold standard was revised and the
price of gold was devalued. This was the first step in ending
the relationship altogether. The British and international gold
standards soon ended as well, and the complexities of
international monetary regulation began.
THE PRESENT:
In our digital age, economic transactions regularly
take place electronically, without the exchange of any
physical currency. Digital cash in the form of bits and
bytes will most likely continue to be the currency of
the future. Electronic money was born in 1918, when
the United States Federal Reserve moved currency by
way of telegraph. John Biggins of Brooklyn, New York
introduced the first bank credit card in 1946, called
Charge-It. Donald Wetzel pioneered the first automated
teller machine in Dallas in 1968. Jane Snowball became
the world’s first online shopper using a television and
controller to buy groceries in 1984. M-PESA developed
the first digital mobile wallet in 2007. A Japanese
software engineer is said to have invented bitcoin in
2009, the first digital currency, using cryptography to
control creation and transaction, rather than central
banks.
THE FUTURE: ELECTRONIC MONEY
The Royal Canadian Mint will soon test a new digital
currency called the Mint-Chip - a virtual type of prepaid
product that will be backed by the federal government
- and advertisements for mobile banking and electronic
cheque deposits are common place.
RESEARCHER CONCLUSION:
Technology will continue to advance and influence
peoples’ lives. Innovation has changed how people run
their lives but one thing will never change - human
sensitivities. The great innovation comes from the heart
and consumer love innovations that will make their lives
convenient, pleasurable and connected to the world.
(source: www.pbs.org/history/money)
COWRIE SHELLS

25. 48 49
The design thinking in the ideation was used through story telling based on researcher own experience
as Retailer. The persona modelling of a user was used to identify the problem, behaviour supported by
literature review. The persuasive design thinking process was done using the Usability Testing Method
and User Design Principles. The cognitive processes was collected using appropriate techniques in order
to develop the design guideline that is usable for the user’s need. The documented data of activities with
the participant was critically analysed using UCD principles. It was further developed during the synthesis
stage by integrating the Socio-cultural to the technology innovation. The research established viability on
the consumer consumption through actual evaluation of user experience. The participants feedback was
also integrated and evaluated against UCD principles as part of valuable information for the design process.
The functionality and composition of the elements was selected based on the results from the Usability
Testing and Findings from Socio-cultural Integration. The execution of the prototype was documented with
the actual simulation of the participant to the on-screen prototype. It was analysed and recommended
iteration was documented for further development.
The validation of product realisation was linked with User Experience Touchpoints. The Customer Journey
Mapping was used by integrating a scenario on the consumption of the product. It was further analyse
through actual testing at the Shopping Mall with an augmented concept and customers behaviour was
documented for future analysis.
The evaluation method is not scientific the objective is just to pilot tests the project if it is viable before
embarking on the real study. The UCD principles was applied all throughout the journey of this research
paper. The iteration of design is subject to further development. The iteration stage was not part of the
research paper because the validity of findings has not scientific basis.This is a conceptual design and
could be use by researcher as a real project on design innovation.
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