An approach to demo 5G
Creating a safe experience for fans to meet their favorite players during an away-season and learn about 5G
In May 2020, our team were tasked with finding the best way to demo 5G to the average Canadian consumer. The UK is doing AR concerts in malls, there are hologram kids playing guitar live at concerts in Romania, dragons walking across sports stadiums in South Korea… all super entertaining and fun for each country, but not uniquely canuck.
So “What would the Canadian announcement of 5G look like?” And how can we demonstrate its daily use cases that are not for public entertainment but speak to the ordinary consumer?
This is the second iteration of our design. Our first journey followed this same path and led to a more general design. Feedback we received from our stakeholders was to make this design more focused on the Toronto Blue Jays.
Rogers has challenges determining the best way to demo 5G technology. The advantages of the technology are not easy to communicate to ordinary consumers, and other than the obvious speed-test meter, Rogers needs other ways to relate and communicate its leadership position in rolling out the most advanced wireless technology.
Our team followed HCD process by first conducting user research. After synthesizing inspiring insights from survey and data-based research, we understood our target audience by creating personas and user journey map. We defined the problem as well as the design goal and jumped into the ideation phase. From sketches all the way into fidelity prototypes, we gradually created a unique and immersive experience of the interaction between Toronto Blue Jays and average Canadian with the help of Rogers 5G.
We talked to potential customers and experts in the 5G field to learn about the space. Also we did market research and competitive analysis.
Understanding the people
First, as a team we decided that based on the brief, the “Average Canadian” should be defined as the average Canadian internet user. In our research data from Statistics Canada, we found that the average Canadian internet consumer is aged 25-44 and that there is no difference in gender.
They have about 4 devices, including a smartphone that has a data plan over 3GB.
Their main online activities include shopping, social media, emails, and video streaming.
And the most surprising, for us as students, is that the average Canadian spends about 5-21 hours online PER WEEK.
Looking to make these 2 dimensional descriptions a little deeper, we did some information gathering and created personas for further analysis.We found that our personas had several things in common: disliking internet lag and buffering, reliance on the internet to do things, and the main one: not knowing why they should switch to 5G.
In the end, 4 personas were created to define the average Canadian consumer according to data from Statistics Canada.
Blue Jays Persona
We then selected our top persona for this specific solution. Brady was selected based on who represents the average users between the two extremes, and were then applied to a Value Proposition Canvas to help shape our solutions. We designed this experience around Brady.
User Journey Map
We created a user journey of Brady on a day out with his family. We chose this narrative because it fits within Rogers branding of a family-centered experience.
In our early first steps, we did a lot of table research on 5G and all of its benefits to create this prototype. This user journey helped us visualize which parts of our experience could use more Blue Jays and which parts can highlight the capabilities of 5G technologies.
Before polar bear plunging too deep into the project, we started with a general statement for the whole project and branched it into two sides because during this journey we really wanted to fulfill the needs of Rogers but also make a product that consumers would want. We needed to meet the needs of both stakeholders.
Rogers wants a demo that is engaging, informative, and relatable. Rewinding back to the Dragon walking across the stadium in South Korea… I wish I had that much space in my living room.
And then the average consumer wants to know why they even need 5G. How can it affect them in their daily lives, specifically daily commutes and/or online shopping experiences? So in the end we were looking for a solution that is engaging, relatable to everyday uses, and informative about what 5G is and its benefits.
HMW effectively demonstrate the daily use cases of 5G technology that an average Canadian can relate to?
HMW help Rogers achieve an engaging, informative, and relatable 5G demonstration in order to explain the daily benefits of 5G to Canadian consumers?
HMW help Canadians consumers aged 25-44 achieve an understanding of the speed and unlimited broadband capabilities of 5G in order to keep Canadians connected, and improve their daily life experiences?
During the ideation stage, we employed dot-voting method to narrow down from abundant ideas and chose to go with holograms since they are a futuristic-feeling technology that is now possible with 5G.
Holographic conversations speak to a covid-nation need for social distancing and protecting the health of the players. This also creates a fun environment to talk about and learn about 5G and an opportunity to meet your favorite Blue Jays players during their away season.
Best of all, this design is portable. It is not required to be built in to a store but can travel, providing this experience to Blue Jays fans around Canada!
While our solution is focused on the Blue Jays, it’s not limited to Blue Jays fans only. The AR component, holoportation, and simply getting a chance to interact with a celebrity in real-time is an overall social experience to be enjoyed by anyone.
Users receive a notification on their phones that there is a Mystery Box nearby.
They can follow AR arrows on their phones to lead them to the Box.
When they reach the Box, a "Home Run" Animation will play.
Users enter the empty box decorated like the Blue Jays locker room.
Users will have a real-time interactive meet-and-greet with a holoported Blue Jays player.
Users leave with a goody bag of Rogers and Blue Jays swag and information.
This solution very much aligns with Rogers positioning as a family brand. We envision that the holoportation box would provide factual information about Rogers 5G technology and an interactive learning experience to improve reception of future Rogers 5G launches in the Canadian market.
For Rogers, the competition lies in being the first to effectively demonstrate and launch 5G in Canada to establish market credibility and brand recognition as the leader of the 5G market. Therefore, the criteria of our project brief emphasizes on Rogers being the first to launch 5G in Canada.
Additionally, Our demonstration has a higher level of customer engagement as it primarily features an in-person, interactive experience, while other companies in the market focus on online, non-interactive ones, and it also has a low barrier of entry; visitors do not have to be tech-savvy to understand our content. It hits the pain points of our consumer of wanting to have a social experience because the Holoportation box allows multiple visitors at the same time while also encouraging verbal communication between the visitors and the holoported person. It also addresses the Canadian consumers’ lack of credible information about 5G technology and its use cases, as it provides an informative learning experience of 5G by showcasing a futuristic technology that becomes feasible with the help of 5G.
It is very much a marketing solution which is why our next step will be making a presentation to pitch this idea to the Rogers Marketing team.