OBJECTIVE To obtain critical feedback from consumers on the opportunity areas represented by Spring, Serendipity and

Nudge. Our goal is to understand if the overall direction of the three concepts fit with people’s live, provide the

desired experience, and will create differentiation for THE CLIENT. The feedback will be used to help evaluate,

refine and evolve our hypothesis; fine tune our thinking about consumer values, behaviors and desires; and inform

the direction of our stories and embodiment development.

In other words, with this test, we are not looking for a winner, we are looking for guidance (the ‘why’ behind the

response to stimuli). Resonance testing is our first opportunity to return to consumers with our thinking and ask

simply… “How well do we understand you?”

METHODOLOGY RESPONDENTS

We interviewed 10 Smartphone users between the ages of 20 and 28.

TESTING FLOW

The Spiderman Resonance test has two levels of focus. On the first level, we need feedback on the Opportunity

spaces of Serendipity, Spring, and Nudge. We did this by presenting value statements inspired by the Options we

have identified.

On the next level, we need feedback on the experiences that we have envisioned. It is important we isolate these

two levels.

RESPONDENTS WERE PRESENTED WITH 4 VALUE STATEMENT AND ASKED FOR INITIAL

FEEDBACK ON EACH CONCEPT THEN ASKED TO SORT ON THE CONCEPTS ON THE

FOLLOWING SCALES:

The goal of this section was to get initial feedback on the 4 concepts and to understand which features and

benefits are most important

RESPONDENTS WERE THEN PRESENTED WITH 4 CONCEPT STORYBOARDS AND ASKED FOR

THEIR INITIAL IMPRESSIONS, WHAT THEY LIKED ABOUT EACH STORY, WHAT THEY WOULD

CHANGE. THEY THEN SORTED EACH CONCEPT ON THE FOLLOWING SCALES:

The goal of this section was to understand the nuances of each experience

FINALLY RESPONDENTS WERE THEN ASKED TO ASSESS WHICH BRANDS THEY COULD SEE

CREATING EACH CONCEPT:

The goal of this section was to better understand how users feel about each brand’s “right to play” in the concept

spaces. Respondents were also encouraged to add other brands.

RESULTS

NUDGE-MOST UNIQUE, BUT MOST POLARIZING

Value Statement A service that helps you take the first step towards achieving those goals you always want to but never have the time by acting more like a game. Storyboard

Overall Response Respondents had a hard time translating goal setting to a game. They felt that goal setting is about personal control and a digital device does not have the “right” to be involved. There is also the perception that this concept would not make using a mobile device easier.

KEY POINTS:

Competition- The concept of competition was polarizing. Most people liked the idea of competing with friends, but some though that the competition would cause unwanted drama in their lives. The positive feedback about competition skewed more towards male respondents who mentioned wanting “bragging rights” among their friends.

Critical mass- Competition is only fun with people you know. The respondents did not have the desire to compete against strangers. They fear that that this concept would not be fun until enough of their friends are signed up and active.

Sponsored vs. Create Your Own- The idea of sponsored contests resonated well. “Create your own” concepts were confusing.

Incentives- The incentives that were offered (digital trophy, coupon, and donation in your name) were all well received. A number of respondents mentioned that they would be happy with the digital trophy; they also loved the idea of supporting a charity. Coupons resonated the least but were still well received.

Broadcasting and Privacy- Respondents were interested in broadcasting their milestones and challenge completion to their friends who also participated, but they want to be able to keep some challenges private. There was not a strong desire to broadcast to Facebook.

Trust- Respondents worried that other players would be able to cheat the system. There was also concern that “Create your own” challenges could lead to unhealthy or inappropriate behavior.

Possible Challenge Categories- Health, Wealth, Charity, Community Involvement, Relationship/Networking

SUGGESTIONS:

Allow for private goal tracking in conjunction with competition

Partner with social networking sites to help reach critical mass quickly

Allow for users to see a list of challenges and to receive invites for challenges from their friends or companies they have “liked” on Facebook

The system needs to be “cheat proof” i.e. based on GPS location (like foursquare) or the accelerometer in the phone (like Nike+)

Create partnerships with experts in health and wellness, financial management, career planning to provide goal setting advice for users

BRAND:

Social-The social aspect of this concept made Facebook a natural fit.

Goal setting/Games- The functional goal setting/game aspect of this concept made brands like Apple (Nike +) and Microsoft (Xbox) resonate. The respondents are also currently comfortable with challenging their friends to games (like Scrabble) on Facebook.

Sponsorships- This concept had the most “write in” brands. Lifestyle and athletic brands like REI and Cool running resonated. Respondents could easily see any of their favorite brands sponsoring challenges.

Small Companies- Respondents could not see a big company like LG, Motorola, or Yahoo investing in this concept, they think it is something a smaller, more nimble and innovative company would do.

SERENDIPITY- MAKES MY PHONE MORE USEFUL

Value statement A service that makes it easy to find something fun because it cuts through the clutter and finds what is important to you without all the searching. Story Board

Overall Response The need for entertainment inspiration definitely exists among respondents; however some respondents worried that they would lose the face to face aspect of social event planning. This concept seemed more like a one-time app download and less like a service.

KEY POINTS:

Random- Most respondents had reservations about completely random suggestions; they wanted to be able to filter by

category, time of day, mood, etc. They also expressed interest in seeing multiple options at the same time.

Spontaneous- For the most part the spontaneous aspect of this concept resonated well, but some respondents expressed the

desire to plan days or weeks in advance and did not see this concept filling that need.

It Knows Me-

Respondents were excited about the idea of the phone getting to know them and were willing to put the time in to

“teach” the phone what they like.

This seemed like a too good to be true feature, and people worried that it would end up like Bing, which was hyped to

cut through the clutter and didn’t follow through.

They also expressed interest in the difference between “not now” and “not ever.” They wanted recommendations

about people like them (not necessarily their friends) like Netflix, Amazon, and Pandora.

A few people expressed worries about Serendipity scraping data from API’s because they want the concept to have

the most accurate and controlled data about them and thought that the data would be skewed by their “lies on

Facebook” (not because they care about privacy).

Critical mass- This concept also felt like it had friend generated content and would need to reach critical mass to be fun. [This

feedback could be based on how friend focused the story was]

Less serious- Features like the gestural interaction (shaking) make this concept feel fun but less serious. Some respondents

worried that the concept would not be able to suggest “fancier” activities for them like Broadway shows or nice dinners.

Does it need a special phone?- Some respondents assumed that this concept would need a special phone to work.

End to End Solution- Respondents loved that they could do all of the planning and follow through with in the same interface-

they suggested offering integration with PayPal and OpenTable.

SUGGESTIONS:

Integrate GPS location and mapping

Create filters

Give the option to show more than one activity at a time

Consider gaining credibility by being “powered by” a search engine like Google

Offer some activities that are geared toward community outreach

Provide a review feature with incentives to encourage neutral reviews

Help users plan their whole night/weekend by suggesting hotels and restaurants that are near their selected activity,

offering directions, and managing reservations as well as tickets

Offer the ability to save events

Create a mailbox function that allows serendipity to send you events it thinks you will like

BRANDS:

Social- The social aspect of this concept made Facebook, Myspace, and Linkedin natural brands to help the concept reach critical mass. Respondents also wanted the concept to understand them and make suggestions based on people like them (not just their friends)- like Amazon and Pandora

Learns me- Most respondents felt that their activity on social networking sites would help the concept learn about them faster, however some users did not want the concept to “think for itself.” They wanted to control how the device learns through private profiles and voting like Netflix. Netflix-esque voting may make the concept “stickier.”

Content- In order for this concept to be successful, respondents expected it to be supported by robust and frequently updated content. Search engines like Google, Yahoo, and Bing were expected as well as partnerships with brands like Urbanspoon, Yelp, and even the Sony record label.

Expensive/Reliable Device- The shaking aspect of this concept made some respondents expect that the concept would need a new device to work. They expected brands like Verizon, AT&T and Sony to create expensive and reliable devices that would be capable of the “shake” function.

SPRING- MOST FOR ME

Value statement A service that lets you access all your digital content – like music, photos, movies – anywhere through any device. Story board

Overall response Respondents were excited about this concept because the felt like it should already exist, but no one has figured it out. Parts of this concept did seem too good to be true like co-viewing on the TV.

KEY POINTS:

Auto-Save to the Cloud- This feature resonated because it would save money (memory card purchase) and time (downloading). Some respondents expressed the desire to choose which photos get backed up.

Connection- The ability to connect to friends and family was the key feature that made this concept so compelling. People are using a mix of Facebook (to share albums with friends and parents) and Shutterfly (to print & mail digital photos to grandparents) for this functionality now. They could see using Spring to share slideshows and music when they are hanging out in real life with their friends.

Same Interface- Respondents liked the idea of the same intuitive interface existing on all of their devices, but worry that synching could still be a hassle. They also worried about how they would manage the experience of the people they shared content with. (Would their parents need a Spring account? A special device?)

Producing- Respondents expressed interest in using Spring to craft the stories they tell by helping them produce media like slide shows or movies with music. They were also interested in seeing how the system would share music and movies.

Devices- Respondents were excited about the possibilities that the Spring system creates for their devices. Multiple people mentioned that they would take more photos if they could remove the hassle of downloading and uploading. Respondents did worry that they would have to purchase all Spring branded devices for the system to work, and were especially concerned about the experience for the parents in the story.

Privacy and Filtering- This feature resonated really well. The respondents were interested in a way to quickly manage all of their media.

BRANDS:

Team effort- For this concept to work, respondents expected a partnership between a device manufacturer, a software

manufacturer, and a service provider.

Diverse portfolio- The device manufacturer was expected to have a diverse portfolio that consisted of more than just phones

like THE CLIENT, Sony, and Apple. Respondents expected the brand to have a level of expertise in digital cameras as well as

phones and other devices.

Intuitive and integrated software- The software provider was expected to have experience creating software that is easy to use

like Apple and Microsoft. Also Google seemed like the best brand to provide an integrated experience on multiple platforms

because of its success with gmail, googledocs, etc.

A service provider that does it all- Verizon was the best fit for a service provider because they have experience with mobile

phone service and home internet service, but AT&T was also plausible because of its connection with Apple. T-mobile’s brand is

to low end and young to fit this concept.