Abigail Del Sol Professor Klinkowstein

DesignBusiness Innovation

Apple unveils two new phones, and a smartwatch

Abigail Del Sol Professor Klinkowstein

Abigail Del Sol Professor Klinkowstein

I Phone 6• 4.7-inch screen, 50% faster than original,

“selfie” improved

Abigail Del Sol Professor Klinkowstein

I Phone 6 Plus

• 5.5-inch screen, 25 % faster than 5s

Abigail Del Sol Professor Klinkowstein

Apple Smartwatch

• Pink Blue White, GPS, Wifi, touchscreen, Starwood hotels

Abigail Del Sol Professor Klinkowstein

Setting / Activity for Ethnographic Observation

• These new devices can be viewed around campus at Hofstra University.

Abigail Del Sol Professor Klinkowstein

Ethnographic Research, male at Hofstra University with white and silver IPhone 6

Abigail Del Sol Professor Klinkowstein

Ethnographic Research, male in Connecticut with black IPhone 6

Abigail Del Sol Professor Klinkowstein

Ethnographic Research, male at Hofstra University with gold IPhone 6

Abigail Del Sol Professor Klinkowstein

Abigail Del Sol Professor Klinkowstein

Ethnographic Research, male in Hofstra holding black IPhone 6

Ethnographic Research, female at Hofstra with an already shattered Iphone 6

Abigail Del Sol Professor Klinkowstein

Ethnographic Research Observations

• Hofstra student feeling slightly pressured to compliment his new Iphone saying that the screen quality is well.

Abigail Del Sol Professor Klinkowstein

Ethnographic Research Observations

• 19 year old who informed me that he waited outside of the Apple store in Connecticut. Seemed to know about all of the new features and enjoys the improvement.

Abigail Del Sol Professor Klinkowstein

Ethnographic Research Observations

• Male at Hofstra who believes that the new phone is nothing to special, and slighty oversized. His mother send it to him, does not seem interested.

Abigail Del Sol Professor Klinkowstein

Ethnographic Research Observations

• Mid aged female at Hofstra who said with force that “its all the same thing” and that maybe she would get it if “they came out with something different that would appeal to me”.

Abigail Del Sol Professor Klinkowstein

Ethnographic Research Observations

• Male at Hofstra who is pleased with his new iphone, but said that he only got it because the Apple company gave it a lot of hype.

Abigail Del Sol Professor Klinkowstein

Ethnographic Research Observations

• Female at Hofstra who recently cracked her new iphone, not really impressed with the quality of the phone.

Abigail Del Sol Professor Klinkowstein

Ethnographic Research Findings

• I found out through talking with a lot of people and listening to their opinions that the IPhone is getting too much credit and is not that special. About 85% of the people I spoke to without it say say that they believe its all "hype". And the majority of the people who have it liked it so far. I would think they do because they purchased it within the first month of release.

Abigail Del Sol Professor Klinkowstein

Ethnographic Research Proposal

Inventing an almost identical phone to the IPhone 6. Same shape, size, texture, but made by another brand than Apple.

Abigail Del Sol Professor Klinkowstein

Ethnographic Research Proposal

Improving the battery life that most people complain about and creating a screen that is completely shatter proof and waterproof, while keeping the same look Apple designed.

Abigail Del Sol Professor Klinkowstein

Ethnographic Research Proposal

Providing a product that is identical to the must have IPhone but with even better qualities, and testing out if a buyer would rather purchase it over the well-known Apple brand.

Abigail Del Sol Professor Klinkowstein

Tagline Study:Tagline Research

1. Good to the last drop- Maxwell House

2. Reach out and touch someone- AT&T

3. Let your fingers do the walking- Yellow Pages

Abigail Del Sol Professor Klinkowstein

Tagline Study:New Tagline

• Let your fingers do the talking

Abigail Del Sol Professor Klinkowstein

Tagline Study:Raw Background Images

Abigail Del Sol Professor Klinkowstein

Tagline Study:Blurred Background Images

Abigail Del Sol Professor Klinkowstein

Abigail Del Sol Professor Klinkowstein

Tagline Study:Image and Tagline Study

Infographic Elements• Efficiency • Product Similarity• Device• Advertisement • Resulting Attention

Abigail Del Sol Professor Klinkowstein

Abigail Del Sol Professor Klinkowstein

Infographic Sketches

Abigail Del Sol Professor Klinkowstein

Infographic Sketches

Abigail Del Sol Professor Klinkowstein

Infographic Sketches

Infographic Elements Process

Abigail Del Sol Professor Klinkowstein

Imagined Product/Service, In Situ VisualizationSelected Environment / User Image

Abigail Del Sol Professor Klinkowstein

Imagined Product/Service, In Situ VisualizationSelected Device Image

Abigail Del Sol Professor Klinkowstein

Imagined Product/Service In Situ Visualization

Abigail Del Sol Professor Klinkowstein