<Evaluation Goal>
Service satisfaction of non-smokers
<Interview Script>
Introduction :
Thank you for your participation in this interview. The interview should take 5-10 minutes.
I am Seo Yeon Kim from Yonsei University, taking Interaction Design class. As part of the class, I am conducting this interview to have better knowledge on our current project. Especially how non-smokers would accept (or react to) our service.
Let me introduce you to the project first. ‘SPOT’, is an application that navigates users to smoking areas and helps non-smokers to avoid smoking areas including both legal and illegal. By combining both GPS technology and AR (Augmented Reality) technology, users can find the spot and the exact boundary much easier. The purpose of this project is to contribute to public benefit by providing information. I’d like to know overall impression on this project, and as a non-smoker, how useful would this application be.
This interview would be video recorded. If you feel uncomfortable with recording, please feel free to ask to stop.
Interview Questions:
Before we move on to the questions, I’d like to clarify that you are a non-smoker.
- Are you a non-smoker?
- Have you ever smoked before?
Thank you for the clarification.
PART A.
- Is there anyone close to you, who smokes?
- How many people smoke? What is the relationship between you and them? How much time do you spend with them?
- What are the difficulties you face regarding smoking?
- How often do you face that difficulty?
- If there are multiple difficulties, which one is the most significant? Why?
- How do you feel (in general) when you face smokers?
- Do you have different impression/view between smokers in the legal smoking area and smokers in the illegal smoking area?
- If yes, tell me the difference between smokers smoking in the legal smoking area (such as smoking booths) and smokers smoking on the street (illegal smoking area) in detail.
- What actions do you take when you face smoking area (both legal and illegal) / smokers?
- Why would you take that action?
- Is it different case by case? If yes, what is the reason?
PART B.
- Our service will let you know where the illegal smoking areas are, and by the concentration of dots, you will be able to know how much crowd the place is. If you can get this information before you leave to a destination, would this affect your route?
- Tell me why / why not your route be affected.
- What is the most important factor when deciding your route?
- To help other non-smokers, would you voluntarily take a photo and register the spot (you can decide the spot name, and leave any messages too.)?
- If yes, why would you do such work?
- If no, what if there is compensation for your effort?
- If yes, what would be the best compensation for the users who register the spot?
- If no, please give us a suggestion to increase user participation and reason for it.
- Do you think this function of providing information about illegal smoking areas is appealing you enough to download the application?
- If yes, in what situation would you use our application?
- If not, what functions could be added to improve our service especially for non-smokers? Why?
We are done with the questions. Do you have any questions or comments on our project?
Thank you for your participation. If you have any questions later on, you may reach me by email.
<Video Recording>
<Analysis>
The evaluation goal of the interview was to measure non-smoker satisfaction on our service, especially regarding the function of our application. All three interviewees are non-smokers, and it was clarified before the interview. The interview is largely divided into two parts:
- Questions about familiarity with smoking, difficulties regarding smoking, different impression between smokers smoking in the legal smoking area and smokers smoking in the illegal smoking area, and action they choose when facing smokers.
- Questions about the possibility of application usage, the probability of collective intelligence, and further development.
All of them had friends who were smokers, and even though they do not meet them recently, they had experience of spending a long amount of time together. Therefore, they are all used to smoking and smokers. When the pain associated with smoking was asked, most of them answered with the case of smoking while walking or smoking close to them, but didn’t think it was a big problem in their life. There was an exception dealing with the smell of cigarettes from next door, but didn’t think much of it about the case when facing smokers on the street. In our survey result, more than 40 percent of smokers said they suffered from pressure from non-smokers (negative perception on smokers), but non-smokers were generally more insensitive unless they were constantly dealing with smoking. In particular, there weren’t significant impression/view difference between smokers smoking in the legal smoking area and smokers smoking in the illegal smoking area. One interviewee even said that because he cannot distinguish legal and illegal smoking area, he doesn’t see a big difference between smokers in different places. When interviewees came across smokers, common actions they take are holding breath or passing away quickly. In general, they didn’t think there is a huge problem to spend the time to avoid.
All interviewees answered ‘no’ to the question asking about the change in their route if the information on the illegal smoking area was available in advance. The most important thing they chose when choosing the route was time, and they said they would not choose to go around just because they have to pass smoking area. It was more efficient to them to go through the quickest route than downloading the application and find a different route without smoking area on the way. The most important part of our service is the participation of the users, especially the participation of non-smokers. However, by just deciding the spot name and leaving a message, all 3 interviewees said they won’t participate in the service. They wanted compensation for their effort of registering, and most of them wanted coupons or gifticons(기프티콘) that they are able to use in real life. One of the interviewees said that because he is not interested in putting effort for compensation, he won’t participate. It was unlike a majority of those who were willing to participate voluntarily in our survey. Finally, for the question asking willingness to download our application, all three said ‘no.’ It was clear that with our current functions, it will be hard to gather non-smoker users.
The most impressive part of the interview was the idea that the method of our service was wrong. As they are already using the navigation application, one interviewee said that there is a higher chance of using it as an existing navigation feature rather than having to download the separate application to get the information. Unlike smokers who are trying to find the legal smoking area, non-smokers would use our application to find the route(identifying the way they could avoid), which they didn’t seem to be able to find something different from the conventional navigation services. Also, there was an opinion that social campaigns, kiosks or noticeable signs can attract more users than the application. All interviewees were reluctant to take some kind of action as it wasn’t a serious problem to worry about.
What was known through the interviews was that in order to attract non-smokers to the service, minimizing the actions required by the non-smokers or compensation for their action is required. However, in order to develop our service, it seems better to abandon the format of application. If the service will maintain the form of an application, more users would appreciate our service if turned into a regular event application or containing educational content that could change the smoking culture. If not take the form of an application, switching into an installation project(signs or kiosks) that tells you where the illegal smoking area seems more effective.
sydoha 
