EGESKOV report.docx

Second Semester Exam Project
Project duration: From May 12 Till June 6, 2014
Institution: University College Lillebaelt, MMD
Counselors
Karen Malene Andreasen
Kristin Utne
Marc Altfuldisch
Thomas Jessen
Group 21 members
Ioana Dragomir
Jana Rovna
Edgars Sprogis
Keystrokes: 78 805
Link to website:
jana0294.mmd.eal.dk/egeskov2014/index.html
Edgars Sprogis
…………………………
Jana Rovna
…………………………
Ioana Dragomir
…………………………
Table of Content
Thesis statement ……………………………………………………………...…….... 2
Executive summary………………………………………………….………..………. 3
Methods and tools……………………………………………………….…………..... 4
Project management……………………………………………………...…….......... 6
About Egeskov……………………………………...………………………..………... 9
Brainstorming ideas………………………………………………...……….…. 9
Relevant idea to Egeskov…………..……………………………..…. 10
Interactive floor projections……………………………..…………..... 13
Budget proposal……………………………………………………….. 14
Dance history…………………………………………………………... 15
Research and analysis…………………………………………………….…………. 17
Situation analysis…………………………………………………..…………... 18
PEST……………………………………………………………............ 19
Position on the market and competitors………….…………………. 22
SWOT analysis………………………………………………..………. 23
Marketing mix……………………………………………………......... 23
Blue ocean strategy………………… ………………………………... 24
Communication plan…………………………………………...……… 25
Media flow chart…………………………………………………….…. 25
Target group research……………………………………….……….. 26
Chinese mentality…………………………………………..…………. 28
Chinese trends……………………………….…………..……………. 29
Secondary target group…………………………..…..………………. 30
Main persona………………………………………………..……..….. 32
Secondary persona……………………………………………..….…. 34
Design research…………………………………………………..……………. 35
Visual identity of Egeskov……………………………………............ 36
Visual system…………………………………………………. 36
Castle mobile application analysis………………..……………….... 37
Developement…………………………………………………….…..………………... 38
Design development……………………………………..…………………….. 38
Card sorting and think-out-loud test…………….………...………… 40
Sitemap…………………………………………………………………. 41
Design development II………………………………………………… 42
Interaction……………………………………………..……………..…............ 43
Use case diagram………………………...….….……………………. 47
Conclusion……………………………………………….……………………............. 49
Team Internal Workflow Review……………………………………………………. 50
Literature List………………………………………………………………………….. 51
Appendix………………………………………………...….………..…………………. 53
1
Thesis Statement
How can you develop a multimedia product that supports the message:
Egeskov the Living Castle on Funen?
1. How can we create an immersive interactive experience in Egeskov?
2. How can our product contribute to Egeskov that will raise the number of visitors?
3. Who is the main target audience for our project?
2
Executive Summary
For our last project we are developing multimedia solution for Egeskov estate to add a more
interactive experience for the visitors and add educational and historical value to Egeskov.
Research
Important part of the project was a broad research, where we looked into the history of Egeskov,
its situation on the market, its visitors and competitors. Research revealed that Denmark is
popular waypoint for non-European countries, especially China. Even though Chinese people
find Denmark stuck in fairytale loop, we can expect increased number of Chinese tourists every
year according to cnn.travel. Another significant target group is children in primary school. They
create ⅓ third of all the visitors.
Ideas and clarifying ideas.
In the project we came up with several concepts. First notion was to create guide that would
work also as augmented reality1.Second option was to focus on gardens. We would find solution
for gardeners, who have to face the problem, that visitors mix the flower sing. A smart device
application. You input the characteristics of a plant and based on deduction it suggests the
flower you might be looking for.
Last but not least we came up with idea of creating motion sensitive projection of ballroom
dancing. It would bring part of Egeskov´s history alive and make visitors to participate. Visitors
would learn and experience real ballroom dancing. It would help them to feel more like in
Renaissance.
We decided to go for last option as it solves problem of bored Chinese that are looking for more
interaction. Interactive installation such as this one would eventually lead to higher number of
Chinese visitors. Besides that the research showed that motion sensitive projection has positive
impact on children. It supports various important aspects like teamwork, communication,
creativity and the last and most important, physical activity.
Development
Design development for the mobile application was a struggle but we made user centered
design.
To make the actual website we used html and CSS. To make it dynamic we used PHP &
MySQL. Although our first intention was to create prototype of projection, eventually it was not
possibly to create it, because it requires knowledge we don't have and it is very time consuming
process.
1
Divecha, Devina.Augmented Reality (AR) used in architecture and design. Design MENA retrieved 8 September
2011.
3
Methods and tools
In order to create successful business we are going to use several methods and tools that will
help us to find answers and solutions for our project.
Desk research2 - To gain information using already existing data to back up our claims and gain
extended knowledge in business communication design and interaction.
Field research3 - Internet research, visit of the Egeskov Castle, questionnaires.
SWOT analysis4 - Analyzing strengths, weaknesses, opportunities and threats of ours and of
the client
TOWS matrix5 - Combining results from SWOT analysis in order to find the best solution or
strategy for the client or our project management
Mini Risk Chart6 - Planning possible risk and its solution can minimize consequences of any
possible problem.
Situation Analysis 7 - Analyzing the client´s business situation and position in market helps us to
better understand internal and external business and communication environment.
7 P’s8 - We use this model to show our marketing mix strategy
Card-sorting9 - Tool that is used while maturing ideas to put content in right order.
PEST analysis10 - Using this tool shows us a „macro market situation of our company. With this
tool we examine political, economic, socio-cultural and technological environment.
Lewis model11 and Hofstede’s cultural dimensions theory
12
We’re using this model in order to have a better understanding of our target group and how to
come up with the best approach towards the desired result.
Sketching13 - Awesome tool that allows us to display our ideas quickly and easy to understand
in order to choose the best one.
2
http://www.managementstudyguide.com/desk-research.htm Retrieved 04.06.2014
Burgess, Robert G., In the Field: An Introduction to Field Research (Hemel Hempstead, U.K.: George Allen &
Unwin, 1984) retrieved 04.06.2014
4
Humphrey, Albert (December 2005), “SWOT Analysis for Management Consulting”, SRI Alumni Newsletter (SRI
International)
5
Albert Humphrey, the “Father” of TAM”, TAM UK, retrieved 2012.06.03
6
http://www.pmhut.com/managing-project-risks retrieved 04.06.2014
7
Steenburgh, Thomas; Avery, Jill, “Marketing Analysis Toolkit: Situation Analysis”, Case Harvard Business Review,
retrieved 4th february, 2012
8
McCarthy, Jerome E. (1964). Basic Marketing. A Managerial Approach. Homewood, IL: Irwin. Retrieved 06.02.2014
9
Jakob Nielsen (July 19, 2004). "Card Sorting: How Many Users to Test"
10
PESTLE Analysis, history and application, CIPD, retrieved 2009-10-21
11
http://www.businessinsider.com/the-lewis-model-2013-9, retrieved 21.05.2014, 15:58;
12
http://www.geerthofstede.nl/dimensions-of-national-cultures, retrieved 21.05.2014, 15:57;
13
http://alistapart.com/article/sketching-the-visual-thinking-power-tool, retrieved 21.05.2014, 15:55;
3
4
Agile method14 - A method that allows us a broad brainstorming and a way of better
implementation of the solution throughout testing
Use case diagram15 - A tool that is used to show every possible interaction between user and
system, in this case-projection
Personas16 - Tool that is commonly used in usability testing. Persona is made up person who
stands for targeted audience.
Blue ocean strategy17 - When creating marketing strategy, is more effective to create brand new
idea, so not to compete with similar businesses
3i Model of Strategic Marketing Triangle18 - We used this tool to get a clear image of Egeskov
market position
Media Flow Chart19 – We used this to make a clear AIDA flowchart of our product, how we
intend will promote through what means and so on
14
http://www.allaboutagile.com/what-is-agile-10-key-principles/, retrieved 21.05.2014, 14:15;
Gemino, A., Parker, D.(2009) "Use case diagrams in support of use case modeling: Deriving understanding from
the picture", Journal of Database Management retrieved 04.06.2014
16
Ash, Tim: “Landing Page Optimization” ,Indianapolis, Canada 2008
17
https://managementmania.com/cs/blue-ocean-strategy, retrieved on 26.4.2013
18
http://resources.alibaba.com/topic/800315378/What_is_the_3i_model_of_strategic_marketing_triangle_.htm
retrieved 04.06.2014
19
SEVOCAB: Software and Systems Engineering Vocabulary. Term: Flow chart. Retrieved 31 July 2008.
15
5
Project management
In this paragraph we will discuss how we handled internal and external issues related to
managing the team; our group’s workflow and what kind of tasks should a specific team
member get, by using several tools. Also about how we work as a team, learn more about
workflow schedule in appendix 20
Analyzing our team
For analyzing our team we chose to use a universally detailed tool for pinpointing exact
personality traits of an individual. This tool is a website www.talentoday.com. In this test you fill
out a test in a form of questionnaire and in the end it gives you detailed information such as
personality radar, what motivates an individual the most, communication radar, talent ID and
much more. It is crucial to know out teammate strengths and weakness so we can progress
together forward accordingly. However these results are not set in stone and are expected to
change depending on the person, but for now we can use them in our advantage.
Here are the results of each team member’s personalities and its comparison between each
other.
Edgars Sprogis
Edgars got the highest score for ease in public
which is a good trait in team. This .means he can
communicate with easy within the team and outside
it. However the lack of ambition and taking
responsibility can be drawback. But in such a
project persuasion and competitive spirit can be
useful also. We decided that he is our project
manager. As written in the criteria on
www.talntoday.com
●
●
●
Edgars favor flexible organization to
excessively structured approaches. He may
find it difficilt to organise himself.
He is able to focus on details and address
situations objectively to be more efficient.
Edgars is persistent and determined to meet
his objectives, he does not give in when
faced with difficulties.21
A good example of the talent ID needed for a creative semi-leader. As our teams contract states
every decision is made by a diplomatic voting to avoid conflicts. He is our project manager and
director of workflow
20
21
Apendix 1,2,3
http://www.talentoday.com/users/edgars-sprogis retrieved 14.05.2014
6
Ioana Dragomir
Ioana´s determination and work ethic is highly valued
in our teams workflow. Furthermore she is our main
creative talent; she has the right mindset for it. She is
our main innovator of this project and have come up
with a lot of progressive ideas. This compensates her
lack of leadership and use of diplomatic ways to come
to an conclusion. Because it is relayed to the other
remaining team members. As seen on her talent ID
she is:
●
●
Active and stimulated by ideas
Is capable of suggesting new ideas and
develop them
● Has a global vision regarding creative
processes, very intuitive
Ioana is or teams main creative mind, innovator of
ideas and developer.22
Jana Rovna
Jana exceeds in having vision, responsibility, patience, high work ethic, competitive spirit and
autonomy. She is the perfect roll for our teams main engineer. She wants great ideas to be
developed and often bites more than she can chew, but by being patient she can achieve her
goals in time under pressure from the teams manager. She also serves as the second
coordinator for the team and shares the overall vision of the team’s project goals.
●
She is methodical and organized but are also
flexible when faced with unexpected
circumstances.
● She naturally favors freedom of action,
sometimes to the disadvantage of authority
and established rules.
● Jana is able to stay on track and power on to
meet her objectives while adapting to any
difficulties encountered.
● She likes to benefit from a certain amount of
independence and prefers to work
autonomously rather than under supervision
Jana is our second coordinator and main technical
person of implementing ideas and taking
responsibility for it when its due. 23
22
23
http://www.talentoday.com/users/ioana-dragomir-2 retrieved 14.05.2014
http://www.talentoday.com/users/jane-er retrieved 14.05.2014
7
Now we have all the necessary details of our team member personality traits and talent
potential, and now is the time to think about all possible Risks and find solution for each of them
Risk
Influence
1-5
Possibility
1-5
Poor project
management
4
2
Risk Value
Influence *
Possibility
8
Sickness
2
3
6
Not being able
to code kinect
4
4
16
Not meeting
deadline
5
1
5
Solution
Start working
early not leave
everything on
last moment
The one who is
sick can work
from home and
communicate
with group via
FB.
Have a plan Bmake working
mobile website
before starting
to code Kinect
Its not an option
it would mean to
fail the project.
Solution is to
start working on
project early.
The highest Risk Value has “Not being able to code Kinect”. In order to successfully pass the
exam, we need to focus on mobile app at first, make it work, include all the interaction
requirement and once it’s done; we can look more into Kinect, and motion sensitive projection.
In our workflow we will use so called agile method24. Everything we are working on is at first
planned, designed and tested. Found mistakes are corrected again the same - planning
designing and testing.
24
http://www.allaboutagile.com/what-is-agile-10-key-principles/, retrieved 21.05.2014, 14:15;
8
About Egeskov Castle
As part of our project, we had the chance to visit the Egeskov castle and its surroundings.
The Egeskov Castle is one of Denmark's biggest tourist attractions, located on the south of the
Fyn Island. It was built in 1554, during the late Renaissance period, which is reflected in the
castle's architecture and style. It is also the best preserved "water" built castle in Europe.
Starting as a stronghold, it is nowadays a beautiful complex, with several museums and
marvelous garden, as well as mazes.
It is proven to be an attraction that fits everyone's tastes due to it's various attractions and
museums- starting from the various styles that entwine when it comes to the castle's interior( the
Ball room, the Hunting room, the Victorian room, the Yellow room) and continuing to the
museums that surround the castle itself- the veteran museum, the Falck museum, the
motorcycle exhibition- to all of this adding the beautiful garden for plant enthusiasts and the
world's biggest Kompan playground, targeting the younger audience. It is a wonderful
experience for both families and larger groups of tourists, as well as for people who just want to
enjoy a short trip and have a relaxing day off.25
Brainstorming Ideas
The first thing we did was brainstorm26 on the ideas that would serve as solutions for our
problem.
1. What we came up with is an application which provides a detailed visitor guide for the
user and also an augmented reality guide.
2. Also we thought of resolving the problem regarding the garden and its plants so the
visitors and also the gardeners would know what kind of plant there are looking at if the
tags are incorrect. It would be an application that would ask the user the visuals of the
plant and based on deduction it would give them the possible result of what kind of plant
it is.
3. An permanent or temporary exhibition during different events at Egeskov, A small
projection of a ballroom floor with guiding imagery steps on it that people could follow in
order to recreate a ballroom dance for fun and educational aspects. Not all the steps
would be shown from the beginning, as you step on one, another one is revealed and so
on.
25
All information is retrieved from the Egeskov brochure we received upon our arrival the Egeskov castle, as well as
bits of information we got from our client meeting and from the guide
26
See the mind map in Apendix 4
9
Relevant idea to Egeskov
Egeskov has its vision27 , but is struggling with one main problem. Even though they are trying
to be more like an attraction, than just museum, they are lacking of interaction. On the other
hand, there is enough space for possible improvement. Once Egeskov makes more interactive
experience for users, they can expect more visitors. Not only from Denmark, but also from
abroad, especially from China. Chinese people are starving for interaction, and would love to
visit place, where they can experience different culture first hand28.
Egeskov was founded during Renaissance period. Our idea is to bring this era alive.
Renaissance has a lot of characteristic features and one of them is Ballroom dancing. Royal
Court Ballroom dance is unique for Europe.
So we came up and decided to go for idea with motion sensitive projection that would lead and
teach visitors how to dance ballroom dance. Every step and mistake would be measured, so
people could compete between each other, or just have a fun, and try to learn and experience
Renaissance ballroom dance29.
This idea would help to non-European visitors imagine how Renaissance in Europe looked like.
This installation offers visitors totally different experience, than they had until now, besides that
there are a lot of possibilities how to work with it, and how to implement it in various ways in the
future and eventually increase the number of visitors.
27
Attraction connecting education, museum, and entertainment
http://cphpost.dk/news/chinese-tourists-want-more-than-boring-fairytales.6536.html, retrieved 6:28 PM, on
20.05.2014
29
More information about idea in Client Presentation
28
10
To have an idea how ball room could look like we made a picture in Adobe Photoshop(People
on the picture are visitors trying to dance ballroom dance), Animation (See the CD) and
cardboard prototype of Ball room30
To make sure that this idea is the right one we made a SWOT analysis and clarified strengths,
weaknesses, threats and opportunities of motion sensitive ballroom dance projection.
30
See the Appendix 5
11
SWOT analysis is a wildly used tool for pinpointing weakness, strengths, threats and
opportunities a certain product, service, company has. 31
As you can see this idea offers a lot of opportunities and possibilities how to implement it and
how to work with it in the future. When it comes to threats and weaknesses there are not many.
However, we definitely will have to find a solution for the “shadow issue”- so the user experience
is full and without any distraction.
Moreover, during target group research we found out and supported our expectations, that
targeted audience would welcome this kind of attraction on Egeskov.
Be that as it may, to really implement this idea and make motion sensitive projection we need
more time than 3 weeks. Since the concept is working with technology that is far beyond our
educational program. We tried to gather some relevant information’s from professionals in this
field.
31
Humphrey, Albert (December 2005). "SWOT Analysis for Management Consulting" retrieved 04.06.2014
12
We got in touch and received precious information about Kinect from Nicola Pavone. Nicola
Pavone is originally Italian, currently living and working in Czech Republic. He is focusing on
light projections, 3D projections and video-mapping 32. Last year he participated in 3D video
mapping projection in Signal Fest in Prague33
34
At the beginning we explained our idea to him. Immediately he warned us, that is NOT possible
to implement the idea in such a short time, without experience.
“Interesting idea, but really hard to do! Looks like work for several person for 2/3 month, it
requires lots of different skills..”35
Interactive Floor Projections
Interactive installations have been getting popular in the last few years and also they've become
more and more accessible.
Interactive installations are a fairly easy to use installations, that doesn't require that many
features and are quite easy to understand and work with. With the multitude of software’s
available today for this, it is possible to create a high-resolution, customizable projection from
scratch, in order to make it work perfectly together with the atmosphere and the requirements of
the settlement ( the Ballroom room in the castle).The interactive projection has a few
requirements.
First of all, the components of the projection installation itself: it requires a PC, a regular
projector, a motion sensor, camera or IR camera and a specific software for this kind of
multimedia project.36
Second of all, the needed space for the installation. A regular projection with the above
mentioned components can be made to occupy the maximum size of 7x3 m237 and since the
idea itself isn't about just a small projection, the required space is quite large.
32
https://www.youtube.com/watch?v=6oDEMtvCXxc&index=2&list=UU6R0B2nw8Y01vrvBSvLH4ew Robot Festival
2013.
33
https://www.youtube.com/watch?v=KzOnP1rXl38 Signal Fest 2013.
34
Some of Nicola Pavone´s work
35
Nicola Pavone, 29.5.2014
36
http://megrabbitt.tumblr.com/post/20917005071/how-interactive-floor-projection-systems-work, retrieved at 5:15
PM, on 20.05.2014
37
http://www.touchscreenmagazine.nl/touchscreen-solutions/what-is-floorprojection, retrieved at 5:19 PM, on
20.05.2014
13
Also, the floor of the room is quite important. The lighter the color is, the better the projection
looks38. The Ballroom room of the Egeskov castle has a light enough floor for this kind of
installation, but the fact that it's a wooden floor might not be the best option. A white cover/ pad
with the same dimensions as the projection should be the best option.
And the last, the lightning of the room- one of the first things to consider when setting up
something like this.39 Setting an interactive projection nearby a window or in a room with
multiple windows is not recommended, though this is not a problem. Though this isn't a big
issue, since the windows can be covered with a IR blocking film.
Interactive floor projection requires:







PC
Regular projector
Motion sensor
Camera or IR camera
Software
IR blocking film
Optionally: white cover/pad on floor
Budget Proposal
The price of all devices varies depending on quality. Therefore all the suggested prices are just
approximate.
Regular projector - cca 3000DKK
Motion sensor - cca 500 DKK
Camera or IR camera - cca 550DKK
IR blocking film - cca 850 DKK
Software – 650 DKK
Optionally: white cover/pad on floor
Altogether this concept would eventually cost approximately 5550DKK.
38
http://www.touchscreenmagazine.nl/touchscreen-solutions/what-is-floorprojection, retrieved at 5:27 PM, on
20.05.2014
39
http://www.touchscreenmagazine.nl/touchscreen-solutions/what-is-floorprojection, retrieved 5:34 PM, on
20.05.2014
14
Dance history
Egeskov is a renaissance castle so for our project ballroom dancing we are giving the users a
chance to learn renaissance through dance.
Ballroom dancing since the beginning has developed in a social and competitive sport which is
growing in popularity; it is a very broad dancing style so we are going to concentrate on the
exact ballroom dancing from the period of renaissance.
The period called Renaissance in the mid-16th century spawned a great deal of attention to
ballroom dancing. Dancing masters such as Cesare Negri, Fabritio Caroso, Thoinot Arbeau.
Produced special written down guides for what music should be played how and when
accessories are used, like swords, fans and gloves, at the time of the dance. Early
choreography.
Renaissance dances have two categories. One of them is based on simplicity. It can have
unlimited number of dances, requires little or no practice to do. Of course the other category is
dancing which requires an exact number of performers depending on the dance, a lot of practice
and assistance of a dancing master.
We probably are going to concentrate on the first category because of it would be nearly
impossible to make a follow able projection on the floor for the complicated dances. Because it
includes jumping, pirouetting, leaping, jumping, beating and hopping. Complicated to show it in
2d projection in a visually simple understandable manner. We chose specific dances that did not
contain any complicated steps for our project like Pavane. This type of dance is basse danse
which was popular in the 15th and 16th century at royal courts because of its slow pace. They
were usually performed in pairs, very gracefully and the feet never leaving the floor which is
perfect in our case. 40
We decided to have interactive dances that don’t require lots of practice and complicated steps
which could bring out difficulties to show them on the projection floor in an understandable
manner.
40
http://memory.loc.gov/ammem/dihtml/diessay2.html retrieved 21.05.2014
15
16
Research and analysis
Situation analysis
Situation analysis is a bunch of tools and methods that allows us to analyze and certain
businesses internal and external environment.41
When working for Egeskov Castle we are in need of analyzing its situation from every point of
view. We need to find out what situation on the market is- using PEST analysis, and also what is
their market positioning. Secondly, it is needed to focus on internal research- such as its history,
budget, visitors and target group.
41
"Dictionary of marketing terms". American Marketing Association. Retrieved 14 January 2008.
17
PEST42
To understand external environment of Egeskov Castle we used PEST analysis and looked into
Political, Economic, Sociocultural and technological factors.
Political
One of political factors that affects Egeskov Castle are not just various taxes but also
conservationist. As Egeskov Castle is a historical building, no attraction there can damage
Egeskov as a culture heritage and its historical importance.
Economical
The most important economical factor is that Egeskov Castle need every year at least 200 000
visitors43 to come to Egeskov to keep everything going.
Sociocultural
Egeskov is a tourist attraction and so a lot of different kind of social groups are coming to visit
Egeskov. Therefore sociocultural situation is influenced and affected by various factors. One of
them is that Danish government is supporting (advertising44and various advantages for families
with children- lower taxes45) young people to have children. In future Egeskov Castle can expect
more families with children or schools coming to visit.
Another aspect that could affect number of visitors is recent trend of Chinese people coming to
visit Europe and Denmark. According to Copenhagen post and according to numbers from
Wonderful Copenhagen there will be more Chinese visitors than German by 202046.
Technological
From Technological point of view Egeskov follows and uses latest technology.(Segways)
These are several facts, that are important for this project.
From socio-cultural point of view Egeskov can expect more families and Chinese people
to come to visit Egeskov, to increase number of visitors is important to focus on these target
groups.
The project has to consider Egeskov as a cultural heritage, so that the idea can be
implemented and eventually approved by culture heritage conservationist.
42
PESTLE Analysis, history and application, CIPD, retrieved 2009-10-21
Meeting with client on 14.5.2014.See Notes from meeting in Appendix
44
https://www.youtube.com/watch?v=AZmO5U5fWZI, retrieved on 06.04.2014
45
https://lifeindenmark.borger.dk/Pages/Family-and-children.aspx?NavigationTaxonomyId=77c7d0b9-2133-40859ee5-d6d134fd8b28
46
http://cphpost.dk/news/chinese-tourists-want-more-than-boring-fairytales.6536.html, retrieved on August 23,2013
by Ellias Thorsson
43
18
Position on the market and competitors
Egeskov is the most famous castle on Fyn and one of the most famous tourist places in
Denmark. Unlike other castle Egeskov castle is more like an attraction.
When analysis situation of Egeskov, we should look into their Marketing.
In general, early marketing was simple and easy, focused on broad audience, where the only
aim was to sell and earn money. However, current trends are different47. Marketing is
nowadays aiming on how to make the world better place, uses new technology, perceives
customers as people with mind, heart and spirit, and interaction with and between customers is
emphasizes.
Egeskov Castle is trying to keep up with these trends. Trying to implement Marketing 3.048.
Egeskov perceives customers as human beings with mind, heart and spirits, so that they are
trying to do everything to satisfy customer´s needs and wishes. Egeskov castle is not only
cultural heritage, but in a way also amusement place, where everyone can find something what
to be interested in. Egeskov Vision is not only to be museum, but to connect education with
entertainment, trying to make the world better and more amusing place. Using new wave
technology for their promotion, as Facebook and Twitter, but also attempting to use technology
in their attractions - Knights on Segway’s. However, there is space to do much more for
customers. To make more attractions and more interactive experience overall.
3i49 is a model that allows a business to analyses its position in the eyes of its customers and
market or to set a certain goal position for an upcoming company
47
http://www.slideshare.net/rmeyer52/marketing-30-15859492 retrieved 15.05.2014
https://www.inkling.com/read/marketing-3-philip-kotler-1st/chapter-1/why-marketing-3-0
49
http://resources.alibaba.com/topic/800315378/What_is_the_3i_model_of_strategic_marketing_triangle_.htm
04.06.2014
48
19
As stated above Egeskov is more like an attraction. However, chart below shows that not even
6% respondents remembered Egeskov castle, when they were asked to say Denmark´s
attraction.
50
Tivoli
Legoland
Bakken
Bon Bon land
Djurs Sommerland
Fårup Sommerland
Tivoli Friheden
Givskud dyrepark
Lalandia
Knuthenborg
Odense Zoo
Københavns Zoo
Jesperhus
Sommerland Sjælland
Sommerland Syd
Randers Regnskov
Ree Park
Egeskov
Aalborg Zoo
Kattekatcentret
Skandinavisk dyrepark
Den gamle by
Dansfoss
Experimentarium
Fjord- og bæltcentret
Kronborg Slot
H. C. Andersens hus
Madsbyparken
Viking Museet Roskilde
Hjerl Hede
Brændgårdshaven
Den fynske landsby
Aros
Kolding Hus
Graceland
Hammershus
Valdemar Slot
Od. Jernbanemuseum
93.7
52.0
48.1
41.0
37.7
29.8
18.7
12.8
12.4
12.4
9.8
9.8
8.8
8.4
6.9
6.8
6.4
5.9
5.1
3.5
2.7
2.3
2.2
1.8
1.5
1.3
1.3
1.2
1.0
1.0
0.9
0.9
0.8
0.3
0.3
0.3
0.1
0.1
0
10
%
20
30
40
50
60
70
80
90
100
Egeskov representatives consider Legoland as their main competitor51 . When compare to
Legoland, Egeskov is lacking interaction and entertainment.
Like every other company or service provider Egeskov has its Competitors and we did a
comparison between Egeskov and Legoland and visual research on other castle
applications and their design52. Doing this we get a more clearer image of our client and its
position and what is needed to be improved.
50
Egeskov text material
Meeting with client on 14.5.2014.See Notes from meeting in Appendix 7
52
Learn more in design research- Castle mobile Apps- page 33
51
20
Comparison between Legoland Billund Resort and Egeskov castle. 53
As you can see the result based on data found by research is quite disturbing.
As multimedia students we are trying to make the castle more of a place to have fun, more than
it is already.
We made a survey54 to discover the extent of market position on both enterprises and see how
well known they are, because taking this information into consideration is important to know
where Egeskov stands in popularity outside Denmark and what it could learn from Legoland.
Survey was composed of two questions specifically meant for internationals residing in Fyn
through the means of Facebook and Google Spreadsheet. The questions were multiple choice
questions: YES or NO, and they were “Did you knew about Egeskov castle before coming to
Denmark?” and “Did you knew about LEGOLAND before coming to Denmark?”.
We got 39 responses and the results speak for themselves.
53
54
"Billund travel guide” world66.com retrieved 29.05.2014
See the appendix 6
21
Blue pie chart:”Did you knew about Egeskov castle when you came to Denmark?” 32
(84%) replayed ‘no’ and the other 6 (16%) answered ‘yes’. Orange chart:”Did you knew about
Legoland before coming to Denmark?” 29 (76%) Respondents answered ‘yes’ and 9 (24%)
gave the vote of ‘no’ . 55
Then, the question is : how to erase this number and how to make Egeskov Castle more
renown even abroad?
SWOT analysis56
To compete with Legoland, its needed to clarify Egeskov strengths and weaknesses comparing
to Legoland and eventually use the results in their advantage.
Strengths- Unlike Legoland, Egeskov is a cultural heritage of Denmark
- It has not only entertaining purpose, but also educational
Weaknesses - Not commercially successful brand as Legoland
Threats- Tourist will visit just Legoland, instead of Egeskov.
Opportunities - Make more interactive experience for visitors
TOWS Matrix57
TOWS matrix is used to find the best strategy, while combining results from SWOT analysis.
TOWS offers several strategies, such as Maxi-Maxi strategy : Combination of Strength &
Opportunities, Maxi-Mini: Strength & Threats, Mini-maxi: Weaknesses & Opportunities and lastly
Mini-Mini: Weaknesses & Threats. In this case, the most important thing is to avoid the threat,
which suggests losing popularity. The best way is to use Maxi- Maxi strategy, which means
combining strengths and opportunities. Make more interactive experience, that would entertain,
but also educate about Egeskov/Danish history.
55
https://docs.google.com/forms/d/1Np94dljDUmDjlDz8RgpSnfZ9IdpyypowLnhbKizdpcE/viewanalytics retrieved
5.30.2014
56
Humphrey, Albert (December 2005), “SWOT Analysis for Management Consulting”, SRI Alumni Newsletter (SRI
International
57
http://www.mindtools.com/pages/article/newSTR_89.htm
22
Marketing mix58
Part of situational
analysis is Marketing
mix- 4 p´s and
7p´s.Since Ballroom
dancing is not just a
product, it is experience
and attraction, there is
need to use 7 p´s. 7p´s
is useful method, while
clarifying the business
or an idea.
Blue ocean strategy59
Blue ocean strategy is a marketing strategy. It is based
on thought that is easier to gain profit on not competing
market. In other words it means to be original and
different from others, so you do not have to compete
with similar businesses (red ocean60).
58
McCarthy, Jerome E. (1964). Basic Marketing. A Managerial Approach. Homewood, IL: Irwin.retrieved 06.02.2014
https://managementmania.com/cs/blue-ocean-strategy, retrieved on 26.4.2013
60
http://www.studieportalen.dk/kompendier/afsaetning/blue-ocean-strategi/blue-ocean-red-ocean-strategi
59
23
Communication Plan
In this paragraph we will discuss our overall, very broad communication plan in an almost idea
level.
Our purpose is to create livelier atmosphere in Egeskov castle with the interactive competitive
dance floor. We want them to enjoy the castle in a different way than other castles so it stays in
their memory and does not fade away.
We want to communicate to non-European visitors. Because of their foreign cultural heritage its
possible that they could enjoy the visit more. Also families. This action requires physical activity
so we are aware that the handicapped people will be left out.
The message we want to convey is fun educational environment for the visitors. The mood of
the message should strike the same feelings like commercials for the TV show Tudors for
example. Excitement, royalty, entertainment and luxury of the renaissance and its wealthy
people.
● “Come join the court of Egeskov in a splendid evening of ballroom dancing”
● “Dance like a king, dress like a queen”
● “Relive the enlightening days of the renaissance and join the ball”
These are one of the optional tag lines we could use to sum up our interactive experience and
get people interested.
The language we will use is English, because its for us more easer to work with than with
Danish or Mandarin for that matter. But our wish is that the information about the ballroom
dancing would be available in all the offered languages at the castle at the moment and
Mandarin. But if we are talking about the manner of speech it should be an easy going, easy to
understand and familiar so everybody can relate to it.
●
We will distribute our idea mainly through posters and graphical advertisement at the
location of Egeskov castle. Of course also posting about it on its webpage and other
24
●
●
●
social network media belonging to Egeskov which could help the message to get out
more efficient.
Also if its possible after the first event featuring the ballroom dancing. We could invite
reporters from the local TV. So after the event they can promote it.
Word of mouth. As the event will have a professional photographer and renaissance
costumes the message of the ballroom dancing will spread through individuals who were
there and their pictures on social media and reviews from the occasion
Promotional material. We decided that people could buy small souvenirs like replicas of
some items from the renaissance age or relevant to the castle. For example. Leather
shoes, tokens, Venetian masks mugs court fools hats and such.
To get the basic steps we made a media flow chart which is tool to make AIDA based
promotional campaign for a product or service.61
We chose these steps because, Egeskov is not a well-known worldwide enterprise among the
general audience and we don’t intend to market our product worldwide. The non-european
audience will be reached by Egeskov´s web media.
61
SEVOCAB: Software and Systems Engineering Vocabulary. Term: Flow chart. Retrieved 04.06.2014.
25
Target group research
From the asked questions at the client meeting, we found out that the Castle has ~200 000
visitors every year, from which 2/3 are adults. Most of them are locals, but there are also an
increasing number of visitors from outside Denmark and as for European countries, most of
them come from Germany, Norway and Holland.
Also, as for the past few years, it has been noticed an increased interest towards the
Scandinavian countries from the Chinese people, especially towards Denmark and
Copenhagen62. Even though, Chinese tourists tend to find Denmark and it's capital quite boring
and "stuck in the fairytale loop"63.
Including interactive solutions and installations would definitely increase the experience of
Chinese visitors in Denmark.
For the past few years, China's outbound tourism has increased quickly64. Although, not much is
known about the Chinese tourists, since the Chinese travelers market is still developing. For
many years, China didn't have nor the economic stability nor the necessary political approach
which could have permitted travel outside its borders for only leisure motives.
One of the main things to take into consideration when it comes to the target group research
and for a better understanding of the target group is the travel motivation.
From a study that took place in 2005, we have the next 6 reasons for traveling in their
importance order65:
1. Escape/ Relaxation
2. Prestige/ Knowledge
3. Exploration
4. Pleasure-seeking/ Sightseeing
5. Enhance Family/ Social situations
6. Adventure/ Excitement
As these should definitely be taken in consideration, our idea serves the purpose for the first
two- relaxation and knowledge. Our chosen idea should both be viewed as a relaxing and
educational installment.
Another thing that should be taken into consideration should be the preferred activities and the
attributes that Chinese tourists are looking for when deciding upon a desired target-country for
their leisure traveling holiday.
62
http://cphpost.dk/news/chinese-tourists-want-more-than-boring-fairytales.6536.html, retrieved 6:25 PM, on
20.05.2014
63
http://cphpost.dk/news/chinese-tourists-want-more-than-boring-fairytales.6536.html, retrieved 6:28 PM, on
20.05.2014
63
64
65
http://english.peopledaily.com.cn/90883/7926819.html, retrieved at 6:24 PM, on 20.05.2014
http://www.odense.dk/Topmenu/Borger/ByMiljoe/Odense%20i%20Verden/EXPO%202010/Presse/~/media/BKF/Bymi
lj%C3%B8/Expo%202010/Nyheder/prisopgaven.ashx, page 9, retrieved on 20.05.2014, at 6:27 PM
26
Based on the Lewis model Chinese people are very “reactive” which means they are good
listeners, react to other people actions, they don’t interrupt, are able to connect the social and
professional, very polite and indirect.
Lewis Model is a model used to segment certain cultural responsiveness to a certain action66
According to the one of the most recent studies (2008)67, we have this following list, the listed
activities being in the importance order.
-Dining/ Eating out
-Sightseeing
-Culture/ Heritage
-Participatory activities
-Entertainment
-Shopping
Following the mentioned activities above, we can easily come to the conclusion that the
Egeskov Castle contains all of the above. Regarding the “Dining/ Eating out”, the castle’s
visitors can bring their own picnic basket, but they can also enjoy the a meal at the Restaurant
and Café68. The “Sightseeing” and the “Culture/ Heritage” part is represented by the entire
complex that is the castle. The “Participatory activities” part can be successfully represented by
the intricate mazes69 70 The “Entertainment” section consists of the various events that take
place at the castle’s location71. As for the “Shopping” part, the visitors can purchase small
souvenirs at the small shop located nearby the entrance in the castle.
66
http://www.amchamvietnam.com/30441704/the-lewis-model-how-to-understand-every-culture-in-the-world/
retrieved 25.05.2014
67
http://www.odense.dk/Topmenu/Borger/ByMiljoe/Odense%20i%20Verden/EXPO%202010/Presse/~/media/BKF/Bymi
lj%C3%B8/Expo%202010/Nyheder/prisopgaven.ashx, page 11, retrieved on 24.05.2014, 20:01
68
http://egeskov.dk/en/food-drinks, retrieved 24.05.2014, 8:57 PM
69
http://egeskov.dk/en/yew-maze, retrieved 24.05.2014, 9:00 PM
70
71
http://egeskov.dk/en/larch-maze, retrieved 24.05.2014, 9:01 PM
http://egeskov.dk/en/parties-events, retrieved 24.05.2014, 9:03 PM
27
But there is always a lot of room left for improvement, especially towards the "Participatory
events" and the " Entertainment" sections. Multimedia installations could efficiently add up and
make the castle a more enjoyable and attractive sight for the Chinese tourists.
Chinese Mentality
Due to fact that our main target group are Chinese tourist, who are coming to denmark for
holiday, it was difficult to make research about them and to make questionnaires. It was also
irrelevant to use facebook or Twitter as a source, because in China there are different social
networks72. Therefore we were in need of broad internet research.
China is one of the largest and the most populated country in the world. China has over 1
billion73 inhabitants. China has a lot of dialects, but the most spoken language is Mandarin.
Probably the biggest misconception about Chinese is that they do not have siblings. This onechild law begun recently, in 1978, therefore people born earlier than that have usually siblings.
Moreover, this law is not equal, is meant more for people living in cities.
Chinese people are open to each other and are starving for interaction.They tend to be
enthusiastic about everything they do. Even when they speak, they turn the volume up,so it may
seems like they are arguing all the time, but in fact they are not.74
When it comes to Chinese people as travelers they could be considered as world professionals,
as in 2012 Chinese tourists were expected to take nearly 80 million international trips75.
Even though Chinese people may seem rich when they travel, in fact most of them are not.
According to Evan Osnos, 3576, author of the witty travel essay, "The Grand Tour." people seem
rich, but they are living humble life back home. He says:
"A lot of the people who were on trip are not rich"
According to travel.cnn in the last year, 23 % of Chinese travelers earned less than RMB 5,000
(US$793) per month77.
Even though independent traveling increases, still the most Chinese people prefer to travel with
a travel agencies in groups. Even though it may seem like Chinese are shopaholics, buying
every souvenir the can on the trip, it is not entirely true. What Chinese tourist are looking for on
their trips are natural sceneries and experiencing different culture78.
72
http://www.renren.com/ - Chinese “Facebook”,http://www.weibo.com/ -Chinese ”Twitter”
http://worldpopulationreview.com/countries/china-population/ , retrieved in 2014
74
http://gochina.about.com/od/chinesehistory/tp/Myths-And-Misconceptions-About-Chinese-People.htm , retrieved in
2011, by Sara Naumann
75
http://travel.cnn.com/explorations/life/demystifying-chinese-travelers-890623, retrieved on 20 March, 2012
76
http://travel.cnn.com/explorations/life/demystifying-chinese-travelers-890623 , retrieved on 20 March, 2012
77
http://travel.cnn.com/explorations/life/demystifying-chinese-travelers-890623 , retrieved on 20 March, 2012
78
http://www.economist.com/blogs/analects/2013/11/chinese-tourists
73
28
Chinese Trends
Since our target group comes from different part of world, and history backgrounds, they also
have different design preferences, and different perception of what is appealing.
Chinese people love their traditions and history. Throughout the year there is plenty of various
celebrations and festivals. One thing that all of them have in common are colours. Chinese love
colors, starting from colorful paintings, over costumes to architecture and clothing.
A you can see from the mood board, their most favorite colors are red and yellow.
Red in their culture means good luck, celebration and summoning. Yellow represents nourishing
and royalty.79
79
http://webdesign.about.com/od/colorcharts/l/bl_colorculture.htm
29
Secondary Target Group
Also, while doing the research for a better understanding of our desired idea( motion sensitive
floor projections), we noticed a growing popularity of these installations in schools.
As we were told by our client, 1/3 or their visitors are children. While the castle offers a few
interesting activities for children( for example, the world's biggest Kompan playground80), there
are a lot of possibilities for improvements, as well for attracting more children to the castle and
also for making the visit to the castle a fun and educational experience.
Visionary schools and kindergartens in Denmark started using interactive floor projectors as part
of "education through play". The advantage of an interactive floor projection is that they entwine
various important aspects like teamwork, communication, creativity and the last and most
important, physical activity81.
Upon further research, we found a list that enhances the above mentioned advantages of
interactive projection floors towards kids:
1. " 3D interactive games are said to increase the motor skills of children to a great extent
as well as their responsiveness to situations.
2. Interactive Floor displays can surprise and educate students, turning data and
information into all sorts of images which demand attention and also arouse interest.
3. It is difficult for students and children to divert attention from the interactive projections
as their interactions help them learn about the effects of their actions and more.
4. Interactive floors can be fun, exciting and engaging for children. They enrich their
sensory learning experiences. The responsiveness of the systems enables students of
all ages to easily interact with the system resulting in real-time audio-visual experiences.
5. They also serve as powerful and integral therapy tools for student engagement with an
activity monitoring template which helps the educators and trainers to monitor and
assess student progress."82
Also, dancing( in our case, classic Renaissance ballroom dance) is full of benefits for children
and their early education. As an regular activity, it has numerous benefits for children, like
learning the importance of exercising and keeping fit, flexibility and balance, but as a "game", it
can teach kids the importance of coordination, stability and it also work as an memory game
83
.
80
Egeskov brochure, page 46, retrieved 24.05.2014, 20:22
http://business.panasonic.co.uk/visual-system/wizefloo , retrieved on 24.05.2014, 8:29 PM
82
http://www.emergingedtech.com/2014/04/interactive-projection-floors-how-engaging-in-your-classroom-or-school/ ,
retrieved on 24.05.2014, 8:35 PM
83
http://www.ehow.com/facts_5535793_importance-dance-childhood-education.html , retrieved on 24.25.2014, 8.38
PM
81
30
Therefore, our idea serves as an educational and fun game, that perfectly integrates both
educative activities as well the rich history of the Egeskov castle, taking the children through a
small "time lapse" of the fancy, old times, engaging their imagination and letting enough room
for a small scenario filled with princesses and princes, with pretty clothes and beautiful dresses.
Since we found out that past few years’ interest towards the Scandinavian countries from the
Chinese tourist is increasing, especially towards Denmark and Copenhagen. Be that as it may,
Chinese tourists tend to find Denmark quite boring and "stuck in the fairytale loop". Chinese
people would welcome more interactive experience.
Asian culture is totally different from European; we needed to research also Chinese mentality.
Bellow you see what we came across
Chinese people are
-Sociable, enthusiastic and opened
-Starving for interactive experience
-Speaking mostly Mandarin
-Living humble life but on trips they appear like rich
-Traveling in groups
-Despite one-child law- most of the Chinese still have siblings
-Not particular looking for souvenirs on their trips, they are looking
for natural sceneries and experiencing different culture
Research also revealed advantages that interactive floor offers to children, such as increasing
the motor skills and also serving as powerful and integral therapy tools for student engagement.
Therefore our second target group is children/pupils.
31
Main Persona
Based on the target group research we developed two personas, that will serve as useful tool in
usability testing.
Lì Wang,36
-living in Bejiing, China
- language: Mandarin -native, english - intermediate
-single at the time, without children
- sociable, likes meeting new people, active
-works in restaurant
- earns approximately 900 USD per month
- does martial arts in his free time
- is saving money for a trip around Europe with travel agency
“ I am so looking forward for the next year, I am going to travel around
Europe. I have been saving money for this trip for last 2 years. I am curious to experience
different culture and their history”
Secondary persona
Josefine Hansen, 9
- living in Copenhagen with her parents and her sister Ida (6)
- going to Primary School
- wants to become a doctor
- likes school, reading , dancing and computer games
- love amusement parks and her free time spends on playground
with her sister or friend Maria(10).
- Josefine and her classmates are going for a school trip to Egeskov
Castle
“ I like castles, i wish I could become a princess one day. But I know
I can´t. At least me and my friends are playing like that- We are
princesses. We dress up in my mom's dress and dance. “
32
33
Design research
Visual identity of Egeskov
To make product that would be successful, is important to create fitting design. Since we are
working for a client that already has developed visual identity, we have to consider and follow
design manual. It is the only way how to make sure that our design matches rest of the visual
identity.
The most important design rule is that whole design should support the message of living
castle84 Egeskov is not only museum, it is also an attraction, which connects fun, history and
education, therefore the design should as well.
The logo is essential part of visual identity. There always has to be enough space for the logo in
the layout. In order to create the necessary room around the logo, logo itself should always be
placed in a nice distance from other elements such as images and corners .However, the
distance is not set precisely.
Common graphical element
that Egeskov uses on its
brochures is a ribbon. The
ribbon signals quality,
authenticity and history.
Colors are green and beige.
These colors are used to
symbolize peace, castle,
nature and play.85
R19 - G58- B34, R220 - G218- B195, R55 - G53- B52
Another colors that are also used in the brochures and
decorations and that are relevant to Egeskov Castle are red
and yellow.
R 251 G213 B69
84
85
R189 G30 B35
Egeskov Brandbook, page 3
Egeskov Brandbook, page 12
34
In the brochures we can see pattern, not just solid colors. According to the design manual, the
pattern resemble grass, history and mobility. The pattern can be used anywhere, as a
background and as an illustrative element.
When it comes to text and its font we are allowed to use three different fonts, such as “Sheep
Sans”,”Avance” and “Verdena”, which is regular and safe web font.
35
Visual System
Sum up of all the design rules in one visual system.
Logo is self-explanatory, as it shows the Egeskov Castle. Logo is
available in different versions- black or white. Logo is important part
of visual identity- there always has to be place in layout for the logo.
The distance between logo and other elements is not specified.
Colors - Egeskov is working mainly with beige and green. However, in brochures, and various
elements there you can find red and yellow as well
Typography- According to design manual there are only three fonts allowed: Sheep Sans,
Avance and Verdena.
Graphical element- main graphical element is a ribbon. It resembles history and royalty.
Tone of voice- playful but also educational and historical
Images- Images must emphasize values such as life, playing and learning. Images have to
energetic and positive.
Castle Mobile Application Design Analysis
As we are in need to create design for mobile application, we made a research on how various
Castle mobile app look like. We came across three different castles that have own mobile appHearst castle, placed in California, secondly Castle of the Dukes of Brittany,lying in France, and
Kilkkeny castle, placed in Ireland.
Hearst Castle86
86
http://play.google.com/store/apps/details?id=com.guidekick.hearstcastle&hl=en retrieved 20.05.2014
36
Castle of the Dukes of Brittany87
Kilkkeny Castle88
As we can see in all of the layouts there is always place for images. The reason is simple. All of
the apps are informative. It introduces visitor to a place they have never been to, the pictures
make sure that visitor know about which place is the article writing about.
For the same reason the apps are using pictures even in the navigation bar- so the visitor, who
is not sure about name of specific place, can search just according to photos. This fact
eventually improves whole user experience.
87
88
http://play.google.com/store/apps/details?id=NantesChateauUK.Motor retrieved 20.05.2014
http://play.google.com/store/apps/details?id=com.mobanode.kilkenny_castle
37
Another fact that all layouts have in common is background. In the background we can see
blurry or with low opacity picture of the specific castle.
The layout overall is simple, neat and informative. Design is adapted to the fact that users are
viewing it on small and touch screen and it is also adapted to the fact that visitors have never
seen the place before. Therefore, the navigation buttons are big and the content is brief but apt.
As we have to follow Egeskov design manual we will not go into more detail such as used fonts
and colors.
According to design manual we are supposed to use green and beige colors. The fonts that we
are allowed to use are Sheep Sans”,”Avance” and “Verdena”. Since we need the font to be
supported by most of the browsers we will use Verdena. Our design has to be organized, neat
and informative. Using pictures in navigation is great way how to make our application user
friendly. In design process we have to take into consideration needs of our personas. Chinese
people are keen on colors/ their most favorite colors are red and yellow. In the mini website we
should avoid long informative texts, instead of that we should use appropriate picture.
.
Developement
Design Development
When the research entered its final stage. We started to think about the design and what
message it should deliver and if we are able to do it in time. We created a few sketches
considering all the information gathered in research part.
Mobile application sketches and various versions of high definition mockups. Aim was to make
not ordinary, but still neat and easy to understand design. The design takes into consideration
the visual guides from Egeskov itself (logo, banner), it considers needs of both target groups
(easy to understand, easy to use, playful) and includes some of our own ideas (foot prints,
banner all over the screen).
38
In the design process we tried out several versions. We made something, found mistakes, took
into consideration our target groups (we were looking for something more playfull and colorful)
and came up with a new idea. Bellow you can see several wireframes, our work in progress.
Besides all the aspects mentioned above, web design needs to take into consideration also
content of the website and usability. Therefore, we decided to use card sorting and think-aloud
methods to help us in this matter.
39
Card Sorting and Think-Out-Loud test
We needed to clarify what content and in which order the app should be, so it is user friendly
and understandable for our target audience. Even though, we could not find test subjects from
the target groups, we still needed to get feedback. We asked 10 different people to sort cards
and think-out-loud89.
Even though we were intending to organize our mini site like this : “ History”, “Video”,
“Competition” on main page and “Add your score” “Top Scores” “Leave a comment” in
competition page,most of the test participants90 sorted the cards in different way: They were
expecting to find a video in History section, and Comments on the main page.
Intended content
Result
Our test participants suggested renaming “leave comment” section as Guestbook. They were
missing “About” section where would be description of the game itself.
Some of the participants said that they would expect more history-like design of the app.
89
90
Testing took place on 26.5.2014
4/10, others were mentioned just once or twice, See the appendix 8
40
Site map
After card sorting we created new structure of the website, based on information we got. For
better understanding we made a sitemap of it
Design development part II
When we knew in what order is which content we started again the
complicated way to create a responsive slick history design. Using
historical pattern in background, banner and pennant.
The problem was the offered design colors from Egeskov. (R19 G58- B34, R220 - G218- B195, R55 - G53- B52) A dark green one.
A yellow-greyish white one and another dark one. These by no
means are exciting colors. We want to attract people give them
energy not boredom and cold darkness, especially in case our
target group are children and Chinese tourist. For example thats
Lego has a red background on their logo. Because red is a
passionate exciting and energetic colour. It means there is going to
be action.91 But it does not mean the design guide does not contain
warm and exciting colors, they have it and for our further colour
scheme layout idea we are going to use different kinds of shades
from these colors. Mainly focusing on red and yellowish/orangegold like color. Especially when we found out that most favorite
color of Chinese people is red and yellow.
91
http://www.empower-yourself-with-color-psychology.com/meaning-of-colors.html retrieved 5.20.1014
41
This our result of using these colors and this is just the main page so we continued our work
towards a responsive design examples. Basicly what we want to achieve is a user oriented
design based on our two personas. As Well we wanted to make the same layout but in Egeskov
color scheme to see the difference. We used victorian age ornamental decoration. After we had
a color mock up we started to sketch the following navigational pages for the mobiles website.
This is the following layout we are going to follow in our development.
This design sends the message of castle mobile app. It bring alive the history. At the
same time its appealing for target groups as its playful and colorful.
42
Since the application/mini website is intended to be viewed on mobile devices, the design is
adjusted to it. Be as it may, the design is responsive and can be viewed on any device.
Interaction
Our project consists of two different products, one is mini website and other is motion sensitive
projection. As motion sensitive projection is far beyond our study program, we decide to focus
on app, fulfill all the requirements (CRUD92) and once we are finished we will look into Kinect
and animation.
On the website user is able to add comment in the guestbook. There is admin page where is
possible to change and delete entries from the guestbook. Another possibility for user is to sign
up and sign in. Once the user is logged on, then is able to add his score from dancing and
compare his results with other competitors.
To create the website we used html, CSS, CSS3 and PHP and MySQL. We were in need of
creating several tables in database. Table `egreg`(egeskov-registration) stores all the data
needed for registration, table `scores`- saves scores from dancing, and last but not least
`guestbook` table, which saves comments.
92
Create, Read, Update, Delete
43
When we want to store data from user in database we have to use <form>, where user can fill
all needed data, which are afterwards stored in database. Bellow you see an example of code.
<form method="post" action="php/register.php">
<label for="name">Nick name: </label><br />
<input type="text" id="name" name="name" class="pole" /><br />
<label for="password">Password: </label><br />
<input type="password" id="password" name="password" class="pole"
/><br />
<input type="submit" name="Submit" value="Submit" /> <input
type="reset" name="Submit2" value="Reset" /><br />
</form>
All the magic in sending data to the table is in receiving data from the form, using _POST
$name = $_POST ['name'];
$password = $_POST ['password'];
and connecting to database.
$dbc = mysqli_connect("localhost", "jana0294.mmd.eal", "hest7015",
"jana0294_mmd_eal_dk") or die('Error connecting to database server.');
When is needed to send data from form/table to database(in registration , listing scores, adding
comments)
we use INSERT INTO:
$query = "INSERT INTO `egreg` (`name`, `password`)
VALUES ('".$name."', '".$password."')";
In case user wants to see all the comments and scores from competitors, then is needed to
connect to database, select all the data ( "SELECT * FROM $tbl_name";), and place it into
table. However, we cannot predict how many entries are in there, so we need to use while loop,
which runs the code until there are no entries in database. See the code example below.
while($rows=mysql_fetch_array($result)){
?>
<HTML CODE>
<?php
}
mysql_close(); //close database
?>
44
This is basicly what is user able to do on the website. However, there is also admin page, where
we can change or delete inserted data. To do that, we used DELETE and UPDATE statement.
if(isset($_GET['id']))
{
$id=$_GET['id'];
$query1=mysql_query("DELETE from $tbl_name WHERE id='$id'");
if($query1)
{
header('location:admin.php');
}
Code example above says that when the delete button next to an comment is pressed- the code
get its id and deletes all the data stored in it. When its done, code sends us back to admin.php,
where we can continue deleting and updating.
As for the styling part of the responsive website, we used mainly CSS and CSS3.
For the semester case project, we used jQuery mobile to make the app, but we decided instead
to make a responsive website this time since jQuery mobile doesn't allow an extensive
stylization and we needed something attractive and as close as possible to how our mockups
look like.
In the beginning, we had to set up our basic look: the pattern background and the banner in the
middle that will contain the menu. We tried at first to link both images in the stylesheet but they
didn't seem to work together at all, so we decided to link the main background image in the
HTML file and the banner image in the stylesheet, with the next attributes:
Though at first both the width and the height were 100%, it seemed that the banner wouldn't be
displayed fully, so we needed to change the height to 150%.
For the rest of the pages, we kept the same attributes for the smaller banner, but keeping the
height to 100% successfully without having any problems on how our secondary background
image would be displayed.
Another thing that really challenged us was the transparency for the background for the menu
links.
45
We used the handy 'rgba' attribute in this case: instead of using the HEX code, we used the rgb
code and added the transparency value to give the background the desired opacity. As for the
hiver, we used the same attributes, but used a darker shade of red to emphasize it.
As for an easier implementation of a font and to avoid using images for the links( in order to use
Egeskov's font) we decided to implement a similar Google font we found: Merriweather.
Another challenge this semester was making our website responsive and mobile friendly. We
decided to use media queries.
In order to be able to test our website only by resizing the browser page, we also had to add the
"only screen and (max/min-width: x px)" attribute to our stylesheet.
46
While we used smaller images for our secondary backgrounds, in the rest we only had to
change the font sizes and the text boxes dimensions.
As for the tablet resolution, we also had to add the minimum width so that it wouldn't overlap
with the first media query( on the first try, the 768px media query overlapped the 480px one and
it wouldn't show in the right resolution for the mobile version).
Overall, our product is a easy-to-use, user-friendly responsive website, with a modern look, but
in the same time keeping the Renaissance theme by the usage of suitable textures and
patterns.
Use case diagram
To show in easy way every opportunity that users has, we made a use case diagram, that
represent every possible interaction with the projection and mobile app.
Since the projection is just attraction, there is no need for more than one actor. Projection will
have two levels of animation: learning, step by step, when tourist could learn how to dance it,
and what is required, and also competition mode. In that case kinect records the data and
mistakes tourist made and eventually saves it into the database. User afterwords can view
his/her score on mobile app and compare it with other scores. On the website there is also
possibility, to read about history and to view video of real ballroom dance.
47
48
Conclusion
For our second semester exam project our assignment was to find answer for “How can you
develop a multimedia product that supports the message: Egeskov the Living Castle on
Funen?” for our client Egeskov castle.
As multimedia students we wanted to make something entertaining and educational.
After brainstorming we came up with several ideas and eventually decided for the one that is the
most unique, can be implemented in many ways in future and appeals to broader audience.
The idea is to create motion sensitive projection of Renaissance ballroom dancing, that teaches
visitors how to dance ballroom dance, makes them to participate and experience part of the
history of Egeskov Castle first hand. Eventually it leads to more immersive experience overall
and supporting the idea of the “living” castle of Funen.
Our target group is Chinese tourists and children. Chinese tourism is increasing every year and
their common keywords for Denmark is “fairy tale loop” and “boring” so we fixed it with
interactive product idea at the castle also by making a communication plan that is friendly to
Chinese people therefore Egeskov will attract the growing numbers of travelers from far east
thus increasing its visitor count annually.
49
Teams Internal Workflow Review
When we finished the MMD semester project which took as a few months to complete we were
not satisfied with the result and the way work had been managed in our team. It was mainly trial
and error. So entering this particular project for Egeskov we knew how to fix our problems and
how to manage more efficiently.
After the trip to Egeskov castle we started to write the report and dividing tasks and roles
between each other so we do not have to work in heist at the end, we knew everything what we
want to do and how it should be.
We had regular meetings. These meetings served as review meetings of our work progress
documenting the time it took to finish, brainstorming ideas and based on what we had done
further project work plan - dividing tasks.
It was a difficult task to choose the right models and tools because we had to consider which
ones are relevant to our idea and also the ones that our teachers require to use.
For efficient communication we used Facebook93 page service and shared every written or
visual progress on Google Drive94. To get an overall view of the work progress we used
Spreadsheet95 for creating a Gantt chart.
In the end we are quite satisfied with our work, it always can be better, but it was much better
than before. For example we were almost finished 4 days before hand-in and that was one the
goals we wanted to achieve.
93
"Information For Parents and Educators". Facebook. Retrieved November 22, 2011.
94
Google software bug shared private online documents, AFP, 10 March 2009
95
http://gigaom.com/2011/01/18/choosing-a-collaboration-tool-capable-of-working-internationally/ retrieved
04.06.2014
50
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23,2013 by Ellias Thorsson
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20.05.2014
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20.05.2014
http://english.peopledaily.com.cn/90883/7926819.html, retrieved at 6:24 PM, on 20.05.2014
http://www.odense.dk/Topmenu/Borger/ByMiljoe/Odense%20i%20Verden/EXPO%202010/Presse/~/medi
a/BKF/Bymilj%C3%B8/Expo%202010/Nyheder/prisopgaven.ashx, page 9, retrieved on 20.05.2014, at
6:27 PM
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http://www.odense.dk/Topmenu/Borger/ByMiljoe/Odense%20i%20Verden/EXPO%202010/Presse/~/medi
a/BKF/Bymilj%C3%B8/Expo%202010/Nyheder/prisopgaven.ashx, page 11, retrieved on 24.05.2014,
20:01
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http://www.renren.com/ - Chinese “Facebook”,http://www.weibo.com/ -Chinese ”Twitter”
http://worldpopulationreview.com/countries/china-population/ , retrieved in 2014
http://gochina.about.com/od/chinesehistory/tp/Myths-And-Misconceptions-About-Chinese-People.htm ,
retrieved in 2011, by Sara Naumann
http://travel.cnn.com/explorations/life/demystifying-chinese-travelers-890623, retrieved on 20 March,
2012
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2012
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2012
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http://webdesign.about.com/od/colorcharts/l/bl_colorculture.htm retrieved 02.06.2014
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.http://www.ehow.com/facts_5535793_importance-dance-childhood-education.html , retrieved on
24.25.2014, 8.38 PM
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51
http://play.google.com/store/apps/details?id=com.mobanode.kilkenny_castle
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at 5:15 PM, on 20.05.2014
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on 20.05.2014
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on 20.05.2014
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20.05.2014
https://www.youtube.com/watch?v=6oDEMtvCXxc&index=2&list=UU6R0B2nw8Y01vrvBSvLH4ew Robot
Festival 2013.
https://www.youtube.com/watch?v=KzOnP1rXl38 Signal Fest 2013.
Some of Nicola Pavone´s work Nicola Pavone, 29.5.2014
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Humphrey, Albert (December 2005), “SWOT Analysis for Management Consulting”, SRI Alumni
Newsletter( SRI International)
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06.02.2014
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Ash, Tim: “Landing Page Optimization”,Indianapolis, Canada 2008
All information is retrieved from the Egeskov brochure we received upon our arrival the Egeskov castle,
as well as bits of information we got from our client meeting and from the guide
Meeting with client on 14.5.2014.See Notes from meeting in Appendix
Billund travel guide” world66.com retrieved 29.05.2014
Egeskov brochure, page 46, retrieved 24.05.2014, 20:22
Egeskov Brandbook, page 3
Egeskov Brandbook, page 12
52
APPENDIX
1 NOTES
Project Workflow
Ioana Dragomir
Lead Designer, Engineer
Jana Rovna
Lead Engineer, Second Coordinator
Edgars Sprogis
Project Manager, Designer
12.05.2014
First group meeting. Assigning tasks. (6h)
Ioana Dragomir:
Writing introduction of Egeskov history
12.05.2014 - 14.05.2014 (6h per day)
Jana Rovna:
Design analysis of Egeskov style guide
12.05.2014 - 18.05.2014 (6h per day)
Edgars Sprogis:
Clarifying project management,
deciding on necessary steps, consensus paper.
12.05.2014 - 14.05.2014 (6h per day)
Ioana Dragomir, Jana Rovna:
● Meeting with the client
13.05.2014
(1,5h)
ID
19,5h
ES
18h
JR
19,5h
20.05.2014
Second group meeting (6h)
Documenting progress so far and assigning new tasks.
Idea brainstorming, sketching, deciding on relevant tasks to our idea.
Jana Rovna:
16.05.2014 - 20.05.2014 (7h per day)
● To add additional tools and methods for the
design analysis.
● Sketching mobile app
● Client analysis
● Creating visual prototype
● SWOT
● TOWS Matrix
● Mini Risk Chart
● Visual System
53
Edgars Sprogis:
15.05.2014 - 20.05.2014 (6h per day)
● Research on renaissance ballroom dancing
● Research why our idea is relevant for Egeskov
● Structuring report
● Creating visual prototype
● Situation analysis
● 7 P’s
Ioana Dragomir:
● Overall target group research
● Creating visual prototype
● 7 P’s
Edgars Sprogis, Jana Rovna, Ioana Dragomir
Client Presentation
ES
37,5h
JR
35,5h
ID
31,5h
22.05.2014
Third group meeting
Edgars Sprogis
● Target group research
● Research on Kinect
● Research on Kinect’s API’s
● Questionnaire
● Card Sorting
● Updating report
● Sketching for the mobile application
● Coding
Jana Rovna
● Creating personas
● Card Sorting
● Used Case Diagram
● Designing the mobile application
● Coding
Ioana Dragomir
● Designing the mobile application
● Target group research
● Research on motion sensitive projectors
and their softwares
● Coding
● Updating report
ID
70h
ES
70h
JR
70h
54
17.05.2014 - 20.05.2014 (8h per day)
22.05.2014
(1,5h)
(6h)
22.05.2014 - 30.05.2014 (8h per day)
22.05.2014 - 30.05.2014 (8h per day)
22.05.2014 - 30.05.2014 (8h per day)
30.05.2014
Fourth group meeting
(6h)
Ioana Dragomir
31.05.2014 - 03.05.2014 (8h per day)
● Design manual
● Coding-CSS
● Designing high definition mockups
● Updating report
Jana Rovna
● Coding-PHP
● Contacting a professional from animation
projection industry
● Updating report
Edgars Sprogis
● Finalizing report
● Gathering task workflow and registering time spent
on the project
ID
30h
JR
30h
ES
30h
Self initiative work
Ioana Dragomir: Research on popular museum game applications 17.05.2014
(2h)
Jana Rovna: Translating Egeskov files (such as design manual) from Danish to English
14.05.2014
(4h)
Ioana Dragomir: Research on interactive installations at museums 18.05.2014
(4h)
JR
4h
ID
6h
Aprox. hours spent on project
ID1
57h
JR
159h
ES
155,5h
Average hours spent on project per person:
157h
55
2
56
3
57
4 (Mind map)
5 (Cardboard prototype)
Cardboard prototype
58
6. (Survey)
59
7 Meetings with Client
7.1
Our first meeting was on 12th of May. We had an opportunity to view the castle and its parks
with guide. She addressed some major issues which were lack of interactivity on the various
spots, navigation in the castles complex. Unreliable organisation regarding the huge garden.
International unfriendly because of the few available language guides, like information boards
in the castles surrounding area
7.2. Second meeting was on 13th of May
60
8 (Card sorting)
61