Andrew Wagenhals
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Google + SCAD

Collaborative class with Google and Savannah College of Art and Design. The goal of this class is to define a variety of universal problems, identify and understand user needs, and apply research insights to develop innovative digital solutions.

 
 

Using data to make moving easier.

Google partnered with 16 students at Savannah College of Art and Design to define a variety of universal problems, identify and understand user needs, and apply research insights to develop innovative digital solutions.

The team employed Google research and design methodology to solve for how data could better align expectations with reality during the relocation process.

 
 
 
 
 
 

Assumption

“Relocating to a new city is difficult because expectations don’t align with reality”

Why did you decide to move? How did you go about planning your move? What were your first impressions when you finally arrived in your new city? Did they match your expectations?

We asked these questions in the field to gain insights that enabled us to revisit and better define our assumption.

 
 
 
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Need Statement

A way to better align expectations with reality when researching a new city.

Value Statement

Increased understanding of city compatibility prior to moving.

 
 
 
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Insights

People rely on online research and personal connections during the relocation process.

47%

Know people in the city they’re moving to and reach out with questions.

The ability to achieve a sense of home is key to a successful move.

68%

Of people who struggled to feel comfortable in their new city identified feeling homesick as a main factor.

 
 
 
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Problem Statement

Relocating to a new city is difficult because expectations don’t align with reality. We have observed online research and personal connections leave gaps in information that can make it difficult to cultivate a sense of home.

How might we better align expectations with reality to improve the relocation process so that people have an increased understanding of city compatibility prior to moving and feel at home.

 
 
 
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Empathy Mapping

Using insights from our quantitative and qualitative research, we created empathy maps to better understand our users and develop a persona, Tom, to guide our creative process.

 

77%

Relocate without employing moving services.

68%

Move for career/educational opportunities with no relocation support.

52%

Have moved 1-3 times in the last 5 years.

 

Tom is moving from Atlanta to New York City for a new job opportunity, but has never been to New York City before.

How can we help Tom understand what he’ll be able to afford in New York City?
How can we help Tom find a neighborhood that aligns with his interests?
How can we help Tom understand and prioritize the elements of his lifestyle that make him feel most at home?

 
 
 
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Introducing Local.

Local is a digital service that uses data to help users understand their life in a new context and empower them through the moving process. Through Local, Tom will be able to explore the neighborhoods of New York City, adjust the variables impacting his day-to-day to make educated decisions, and better understand what to expect upon arrival at his new home.

 
 
 
 
 
 
 
 
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Search for a city.

View general information about the city and and learn what lifestyle changes to expect.

 
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Adjust priorities.

Better understand and adjust your priorities based on affordability, commute, and hobbies.

 
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Compare places.

Save your favorite neighborhoods and compare factors of your lifestyle side-by-side.

 
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Deliverables + Role

Empathy Map, User Journey, User Flow, Wireframes (Low, Mid, High), Visual Design, Branding, Prototype, Process Book.

SCAD partnership with Google. Collaboration with Lucia CozziMaria De La Vega and Xudan Zhou. Directed by Jason Fox and John McCabe. 2015.