COP15 & CFW Mobile Media
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![Page 1: COP15 & CFW Mobile Media](https://reader033.fdocuments.net/reader033/viewer/2022051816/5459a18fb1af9fb66e8b5955/html5/thumbnails/1.jpg)
PROGRAM MOBILE MONDAY
• 16.00‐16.50: COP15 & CFW mobile media
• 16.50‐17.10: CPH Airport iPhone App
• 17.10‐17.30: Politiken Mobile Travel Guides
• 17.30‐18.00: Userdriveninnovation
• 18.00‐19.00: Snacks, drinks & networking
BACKGROUNDTHE PROJECTTHE PARTNERS
EVENTS & MOBILE MEDIAPOSSIBILITIES CHALLENGES
USER‐DRIVEN INNOVATIONUSER STUDIES
THE EVENTS COP15 CPH FASHION WEEK
![Page 2: COP15 & CFW Mobile Media](https://reader033.fdocuments.net/reader033/viewer/2022051816/5459a18fb1af9fb66e8b5955/html5/thumbnails/2.jpg)
TODAY’S USERDRIVEN INNOVATION
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AGENDA: COP15 & CFW MOBILE MEDIA
• The context• A short introduction• The applications• User studies • The applications (cont.)
BACKGROUNDTHE PROJECTTHE PARTNERS
EVENTS & MOBILE MEDIAPOSSIBILITIES CHALLENGES
USER‐DRIVEN INNOVATIONUSER STUDIES
THE EVENTS COP15 CPH FASHION WEEK
![Page 4: COP15 & CFW Mobile Media](https://reader033.fdocuments.net/reader033/viewer/2022051816/5459a18fb1af9fb66e8b5955/html5/thumbnails/4.jpg)
1 | CONTEXT
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MOBILE INFORMATION WILL COME
0% 10% 20% 30%40%
50%
Do not know
No
Maybe
Yes
12%
32%
32%
24%
Would you be interested in mobile tourist information?
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MOSTLY THANKS TO THE IPHONE (FOR NOW)
0
1.000.000.000
2.000.000.000
3.000.000.000
4.000.000.000
5.000.000.000
6.000.000.000
7.000.000.000
11.07‐08
14‐07‐08
11‐09‐08
22‐10‐08
05‐12‐08
16‐01‐09
17‐03‐09
23‐04‐09
14‐07‐09
11‐09‐09
04‐11‐09
05‐01‐10
08‐04‐10
29‐04‐10
07‐06‐10
01‐09‐10
5% of all downloaded appsis related to travel & tourism= 325 mio. downloaded apps
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• Mobile social media• For check‐ins • For status updates• For cheap calls• For great pics• For (free) WiFi
APPLICATIONS FOR VISITORS
![Page 8: COP15 & CFW Mobile Media](https://reader033.fdocuments.net/reader033/viewer/2022051816/5459a18fb1af9fb66e8b5955/html5/thumbnails/8.jpg)
• Mobile social media• For check‐ins • For status updates• For cheap calls• For great pics• For (free) WiFi
APPLICATIONS FOR VISITORS
![Page 9: COP15 & CFW Mobile Media](https://reader033.fdocuments.net/reader033/viewer/2022051816/5459a18fb1af9fb66e8b5955/html5/thumbnails/9.jpg)
• Mobile social media• For check‐ins • For status updates• For cheap calls• For great pics• For (free) WiFi
APPLICATIONS FOR VISITORS
![Page 10: COP15 & CFW Mobile Media](https://reader033.fdocuments.net/reader033/viewer/2022051816/5459a18fb1af9fb66e8b5955/html5/thumbnails/10.jpg)
• Mobile social media• For check‐ins • For status updates• For cheap calls• For great pics• For (free) WiFi
APPLICATIONS FOR VISITORS
![Page 11: COP15 & CFW Mobile Media](https://reader033.fdocuments.net/reader033/viewer/2022051816/5459a18fb1af9fb66e8b5955/html5/thumbnails/11.jpg)
• Mobile social media• For check‐ins • For status updates• For cheap calls• For great pics• For (free) WiFi
APPLICATIONS FOR VISITORS
![Page 12: COP15 & CFW Mobile Media](https://reader033.fdocuments.net/reader033/viewer/2022051816/5459a18fb1af9fb66e8b5955/html5/thumbnails/12.jpg)
• Mobile social media• For check‐ins • For status updates• For cheap calls• For great pics• For (free) WiFi
APPLICATIONS FOR VISITORS
![Page 13: COP15 & CFW Mobile Media](https://reader033.fdocuments.net/reader033/viewer/2022051816/5459a18fb1af9fb66e8b5955/html5/thumbnails/13.jpg)
• Mobile city guides• For flights info • For guide book• For historic info • For user reviews• For travel planning• For great coffee
APPLICATIONS FOR VISITORS
![Page 14: COP15 & CFW Mobile Media](https://reader033.fdocuments.net/reader033/viewer/2022051816/5459a18fb1af9fb66e8b5955/html5/thumbnails/14.jpg)
• Mobile city guides• For flights info • For guide book• For historic info • For user reviews• For travel planning• For great coffee
APPLICATIONS FOR VISITORS
![Page 15: COP15 & CFW Mobile Media](https://reader033.fdocuments.net/reader033/viewer/2022051816/5459a18fb1af9fb66e8b5955/html5/thumbnails/15.jpg)
• Mobile city guides• For flights info • For guide book• For historic info • For user reviews• For travel planning• For great coffee
APPLICATIONS FOR VISITORS
![Page 16: COP15 & CFW Mobile Media](https://reader033.fdocuments.net/reader033/viewer/2022051816/5459a18fb1af9fb66e8b5955/html5/thumbnails/16.jpg)
• Mobile city guides• For flights info • For guide book• For historic info • For user reviews• For travel planning• For great coffee
APPLICATIONS FOR VISITORS
![Page 17: COP15 & CFW Mobile Media](https://reader033.fdocuments.net/reader033/viewer/2022051816/5459a18fb1af9fb66e8b5955/html5/thumbnails/17.jpg)
• Mobile city guides• For flights info • For guide book• For historic info • For user reviews• For travel planning• For great coffee
APPLICATIONS FOR VISITORS
![Page 18: COP15 & CFW Mobile Media](https://reader033.fdocuments.net/reader033/viewer/2022051816/5459a18fb1af9fb66e8b5955/html5/thumbnails/18.jpg)
• Mobile city guides• For flights info • For guide book• For historic info • For user reviews• For travel planning• For great coffee
APPLICATIONS FOR VISITORS
![Page 19: COP15 & CFW Mobile Media](https://reader033.fdocuments.net/reader033/viewer/2022051816/5459a18fb1af9fb66e8b5955/html5/thumbnails/19.jpg)
• Mobile city guides• For flights info • For guide book• For historic info • For user reviews• For travel planning• For great coffee
APPLICATIONS FOR VISITORS
![Page 20: COP15 & CFW Mobile Media](https://reader033.fdocuments.net/reader033/viewer/2022051816/5459a18fb1af9fb66e8b5955/html5/thumbnails/20.jpg)
• Mobile event guides• For festivals • For business events• For concerts
APPLICATIONS FOR VISITORS
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• Mobile event guides• For festivals • For business events• For concerts
APPLICATIONS FOR VISITORS
![Page 22: COP15 & CFW Mobile Media](https://reader033.fdocuments.net/reader033/viewer/2022051816/5459a18fb1af9fb66e8b5955/html5/thumbnails/22.jpg)
• Mobile event guides• For festivals • For business events• For concerts
APPLICATIONS FOR VISITORS
![Page 23: COP15 & CFW Mobile Media](https://reader033.fdocuments.net/reader033/viewer/2022051816/5459a18fb1af9fb66e8b5955/html5/thumbnails/23.jpg)
• Mobile event guides• For festivals • For business events• For concerts
APPLICATIONS FOR VISITORS
![Page 24: COP15 & CFW Mobile Media](https://reader033.fdocuments.net/reader033/viewer/2022051816/5459a18fb1af9fb66e8b5955/html5/thumbnails/24.jpg)
• Mobile tools• For currency converting• For running• For cultural knowledge
APPLICATIONS FOR VISITORS
![Page 25: COP15 & CFW Mobile Media](https://reader033.fdocuments.net/reader033/viewer/2022051816/5459a18fb1af9fb66e8b5955/html5/thumbnails/25.jpg)
• Mobile tools• For currency converting• For running• For cultural knowledge
APPLICATIONS FOR VISITORS
![Page 26: COP15 & CFW Mobile Media](https://reader033.fdocuments.net/reader033/viewer/2022051816/5459a18fb1af9fb66e8b5955/html5/thumbnails/26.jpg)
• Mobile tools• For currency converting• For running• For cultural knowledge
APPLICATIONS FOR VISITORS
![Page 27: COP15 & CFW Mobile Media](https://reader033.fdocuments.net/reader033/viewer/2022051816/5459a18fb1af9fb66e8b5955/html5/thumbnails/27.jpg)
• Mobile tools• For currency converting• For running• For cultural knowledge
APPLICATIONS FOR VISITORS
![Page 28: COP15 & CFW Mobile Media](https://reader033.fdocuments.net/reader033/viewer/2022051816/5459a18fb1af9fb66e8b5955/html5/thumbnails/28.jpg)
• Mobile booking • For hotel boking
APPLICATIONS FOR VISITORS
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• Mobile booking • For hotel booking
APPLICATIONS FOR VISITORS
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TEXTING & CALLING IS TOP 3
0%20%
40%60%
OtherFor road directions
For emailingFor browsing the Internet
I don't use my phone when abroadFor music / film
For taking picturesFor outgoing callsFor incoming calls
For texting
1%9%9%12%
17%20%
26%39%
51%61%
What do you use your mobile for when abroad?
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… BECAUSE OF PRICE
0% 20% 40%
Disagree
Partly disagree
Neutral
Partly agree
Agree
3%
4%
7%
29%
47%
I limit my mobile usage when abroad because of the cost
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MOBILE POTENTIAL W/ LOWER PRICES
0%20%
40%60%
Chat with touristsChat with official
Review experiencesUpload pictures
Send postcard (MMS)Book table, order taxi etc.
Receive texts with infoFind general info
Q&A through textingRoad directions
11%12%12%12%15%
24%32%
38%40%
58%
Which of the following possibilities would you like to use
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2 | INTRODUCTION
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PARTLY FINANCED BY
• Danish Commerce‐ og Construction Authority –Program for UserdrivenInnovation
• Has supported more than 80 projects – total budget of more than270 mio. kr.
• Closed in 2010 –> Fornyelsesfonden
BACKGROUNDTHE PROJECTTHE PARTNERS
EVENTS & MOBILE MEDIAPOSSIBILITIES CHALLENGES
USER‐DRIVEN INNOVATIONUSER STUDIES
THE EVENTS COP15 CPH FASHION WEEK
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PARTNERS
• Wonderful Copenhagen• Little Big Ideas • Copenhagen University• Aalborg University• Crossroads Copenhagen • (MobilePeople)
BACKGROUNDTHE PROJECTTHE PARTNERS
EVENTS & MOBILE MEDIAPOSSIBILITIES CHALLENGES
USER‐DRIVEN INNOVATIONUSER STUDIES
THE EVENTS COP15 CPH FASHION WEEK
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PROJECT PURPOSE
Wonderful Copenhagen
Little Big Ideas (Mobile People)
Crossroads Copenhagen Aalborg University
Copenhagen University
COP15 Climate Forum
Copenhagen Fashion Week
Funded by: Danish Enterprise &
Construction Authority
• Prototype version of a mobile media for event visitors
• Userdriven innovation based on visitors and organisers
• Innovative functionalities and content
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PROJECT TIMELINE
o SEP‐NOV 09: COP15 R&D o Rsearch (workshops, in‐depth
interviews, desk research etc.) o Development (defining,
programming etc.)
o DEC 09: COP15 LAUNCH o Communication, user studies etc.
o JAN‐JUL 10: CFW R&D o Research (workshops, userstudies,
user tests, desk research etc.) o Development (defining, data
mgmt., programming etc.)
o AUG 10: CFW LAUNCH o Communication, user studies etc.
o DEC 10: REPORT
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COP15 & COPENHAGEN FASHION WEEK
• Two major events –different but similar
• Similar• Many busy target groups• Many organisers• Not just a gadget
• Different• Interest in Copenhagen• Technology & access
BACKGROUNDTHE PROJECTTHE PARTNERS
EVENTS & MOBILE MEDIAPOSSIBILITIES CHALLENGES
USER‐DRIVEN INNOVATIONUSER STUDIES
THE EVENTS COP15 CPH FASHION WEEK
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FACTS ON EVENTS
BACKGROUNDTHE PROJECTTHE PARTNERS
EVENTS & MOBILE MEDIAPOSSIBILITIES CHALLENGES
USER‐DRIVEN INNOVATIONUSER STUDIES
THE EVENTS COP15 CPH FASHION WEEK
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3 | THE APPLICATIONS
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COP15: PROCESS
• Crazy!• A lot of data challenges• A lot of actors with a lot
of target groups ‐• Lack of dedicated
partners • Launch 2 days before
event
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CFW: PROCESS
• Crazy!• A lot of data challenges’• A lot of actors with a lot
of target groups• Very dedicated partner
with high ambitions • Last minute decision on
Android • Launch 2 days before
event
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COP15: CONTENT
• Crazy! • Four different elements
• COP15 • ClimateForum09 • Cultural program • City guide
• Text and pictures – nofancy functionalities
• Static data update
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CFW: CONTENT
• A here and now version of website content
• No focus on trade fairs –but everything else• Designers, shows,
parties, festival, video, city guide etc.
• Look and feel of CFW
![Page 46: COP15 & CFW Mobile Media](https://reader033.fdocuments.net/reader033/viewer/2022051816/5459a18fb1af9fb66e8b5955/html5/thumbnails/46.jpg)
COP15: DISTRIBUTION
• Crazy! • Inferno of senders and
messages• Action: Text ”COP15” or
go to CPHOPEN • Business cards, posters,
websites, stations, cultural program etc.
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CFW: DISTRIBUTION
• Late launch – but great!• Action: Text ”CFW”, go
to ”cfw.com/app” or appstores
• Business cards, posters, websites, hotels, program etc. – press and social media
• But no presence on fairs
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4 | USER STUDIES
STEFFEN JÖHNCKEANTROPOLOGISK ANALYSE
CAROLINE BORUP‐JØRGENSENANTROPOLOGISK ANALYSE
LENE TOLSTRUP SØRENSENAALBORG UNIVERSITET
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Challenges for user studies (1)
• Common challenge for user‐driven innovation
• Challenge for ”Events and mobile media”
Product developers
End user
Product developers
User1:Organisers
User2:End users
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Challenges for user studies (2)
• Participants are ”event users” rather than ”application users” (how important is it for them?)
• The event is not one thing, but a range of things for different participants (and organisers)
• Participants are ”here today, gone tomorrow”
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1. ORGANISER WORKSHOPS
• Purpose • Understand event character and organiser
priorities• Gain input to content and composition
• Approach• Bring organisers together for interviews and
debate
• Learning• Diverse events → Target all or few? And how?• Different organisers→different messages
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2. PARTICIPANT SURVEYS
• Purpose• Understand the event as a phenomenon• Understand the expectations, practices and
priorities of event participants• Understand how participants use – or don’t use
– and experience the mobile service in practice
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2. PARTICIPANT SURVEYS
• Approach • 3 events• 4 anthropologists• A total of 796 Danish and international
participants• Brief interviews, open‐ended conversations,
continuous interaction• With and without mobile service
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2. PARTICIPANT SURVEYS
• Learnings• Great diversity• Focus on event →
• feasibility and usability rather than ’gadget’• easy information • inspiration to experience event• not self‐expression
• Event organisers↔ participants: Trust and identification is central
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3. USER TESTS
• In house• ’Laboratory setting’ with potential users• Existing screen shots / semi‐finalised version
• Learnings• Potential users open to idea and layout• Targeted testing of possible pittfalls in design
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3. USER TESTS
• During event• ’Natural’ event setting with current and
potential users• Finalised version with topical knowledge
• Learnings• Participants own choices• Emotional responses• Usability in event context
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GENERAL LEARNINGS
• Strength of combination of methods: Depth of use situation and context
• Importance of direct user response in natural settings
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5 | THE APPLICATIONS (cont.)
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COP15: +1.000 USERS
050
100150
21‐12‐200920‐12‐200919‐12‐200918‐12‐200917‐12‐200916‐12‐200915‐12‐200914‐12‐200913‐12‐200912‐12‐200911‐12‐200910‐12‐200909‐12‐200908‐12‐200907‐12‐200906‐12‐200905‐12‐2009
6514
41414755 11163
7789
818785 14883
62
Number of “unique” users
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CFW: +4,100 DOWNLOADS
iPhone; 3541; 86%
Android; 563; 14%
Number of downloads
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COP15: HANDSETS
iPhone; 30%
Nokia; 15%
Sony Ericsson; 13%
HTC; 11%
BlackBerry; 9%
T‐Mobile SDA ; 9%
Others; 13%
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CFW: +60,000 PAGE VIEWS
iPhone; 51.874 ; 86%
Android; 4.162 ; 7%
HTML; 4.080 ; 7%
Number of page views
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CFW: IPHONEUSERS USE IT MORE
6,89
5,17
4,14
iPhone Android HTML ‐
1
2
3
4
5
6
7
8
Page views per session
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COP15: CITY GUIDE MOST POPULAR
CO15; 31%
ClimateForum; 12%
Cultural program; 13%
City guide; 44%
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CFW: FASHION PHOTOS DRIVE TRAFFIC
1%
2%
7%
9%
13%
17%
18%
32%
0% 10% 20% 30% 40%
SHOWROOMS
TRADE FAIRS
CITY GUIDE
CFW.TV
CFF
EVENTS
SHOWS
DESIGNERS
Page views per menu
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CONCLUSIONS
• Applications and smartphones drive traffic
• Limited usage of appafter download
• Price is the greatestbarrier
BACKGROUNDTHE PROJECTTHE PARTNERS
EVENTS & MOBILE MEDIAPOSSIBILITIES CHALLENGES
USER‐DRIVEN INNOVATIONUSER STUDIES
THE EVENTS COP15 CPH FASHION WEEK
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6 | PERSPECTIVES
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FUTURE PERSPECTIVES
• COPENHAGEN APP • MORE EVENT APPS • SIMPLE MOBILE MEDIA• SMARTPHONE GROWTH • OTHER’S SUCCESS • VARIETY OF APPS • BUSINESS MODEL • WIFI SPOTS
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17.30‐18.00
USERDRIVEN INNOVATION
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TODAY’S USERDRIVEN INNOVATION
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WHY WE DO IT
• In the spirit of the project
• To test if we inspiredyou
• To have professional dialogue and networking
• To look into the future
BACKGROUNDTHE PROJECTTHE PARTNERS
EVENTS & MOBILE MEDIAPOSSIBILITIES CHALLENGES
USER‐DRIVEN INNOVATIONUSER STUDIES
THE EVENTS COP15 CPH FASHION WEEK
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WHAT IS THE IDEAS ABOUT
• New functionalities• New applications• New forms of content• New possibilities• New communication• New marketing • New target groups
BACKGROUNDTHE PROJECTTHE PARTNERS
EVENTS & MOBILE MEDIAPOSSIBILITIES CHALLENGES
USER‐DRIVEN INNOVATIONUSER STUDIES
THE EVENTS COP15 CPH FASHION WEEK
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FOUR BASIC RULES
• NO IDEA IS BAD • NO IDEA IS IMPOSSIBLE • NO IDEA IS IRRELEVANT • NO PATENT
BACKGROUNDTHE PROJECTTHE PARTNERS
EVENTS & MOBILE MEDIAPOSSIBILITIES CHALLENGES
USER‐DRIVEN INNOVATIONUSER STUDIES
THE EVENTS COP15 CPH FASHION WEEK
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HOW WE DO IT
• 3 MIN | GET AS MANY IDEAS AS POSSIBLE –INDIVIDUALLY
• 12 MIN | DISCUSSING AND PRIORITISING IDEAS – TABLEWISE
• 12 MIN | PRESENTING AND PITCHING OF IDEAS – ALL
BACKGROUNDTHE PROJECTTHE PARTNERS
EVENTS & MOBILE MEDIAPOSSIBILITIES CHALLENGES
USER‐DRIVEN INNOVATIONUSER STUDIES
THE EVENTS COP15 CPH FASHION WEEK
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HOW WE DO IT
• Street art finder• Live‐baseret event guide• Alt om naturen – App• Cph Treasure Hunt • Supermarket shopping • Husholdningsapp.• I gadens navn /
Historien om huset• Parkeringsapplikation
BACKGROUNDTHE PROJECTTHE PARTNERS
EVENTS & MOBILE MEDIAPOSSIBILITIES CHALLENGES
USER‐DRIVEN INNOVATIONUSER STUDIES
THE EVENTS COP15 CPH FASHION WEEK