Sexual assault is a serious crime and is often never reported. Even simply reflecting on personal experiences, we can see that the issue at hand has either affected us or someone we know in one form or another. In order to improve people’s awareness of self-defense and self-image, we designed OASIS, an online service providing resources and easy access to self-defense training. We are aiming to convey confidence for people to combat the issue of sexual assault.
Phase 1. Understanding the Context
– Social, Economics and Technology Factors –
We started our initial approach to this topic with SET factors analysis. For each category, we analyze it from three different point of views, the victims, the criminals, and the whole society.
– Product Opportunity Gap –
Through SET Factors analysis, we generated 65 Product Opportunity Gaps. The opportunities come from not only the gap between existed product and customer need, but also the future trend of technology development and lifestyle. We classified our users into different categories according to their demographics characteristics, such as military, LGBTQ, college students, children, elderly, male and so on. Then we considered different situations where our consumer may need products or services to protect themselves.
Criteria for the reduction matrix was determined by examining how the solution affected three broad categories consisting of the end user, business, and team resources. Through weighted matrix method, we got our final product opportunity:
People fail to take advantage of self defense training resources
Phase 2. Understanding the Stakeholders
– Stakeholder Analysis –
We identified stakeholders based on demographic character and self defense products. Then prioritized them on the map. Potential victim is the primary stakeholder.
– Interview –
To comprehend the opportunity gap generated before, we conducted interviews with a main question:
Why is that people don’t take advantage of self defense resource?
We also spoke to Paul, a martial arts instructor with experience teaching awareness and self defense classes through telephone interview. This conversation gave us more information about how current self defense services connect to each individual.
Everyone is a potential victim of sexual assault. We did interviews with students, office workers and freelancers, whom are comfortable to talk about this topic.
– Synthesize Insights from Interview –
- It’s necessary to focus on the prevention of sexual assault.
- Trainer considered awareness of self and surrounding the first step in the self defense training process.
- Individuals have their different learning styles (Auditory, Visual, Kinesthetic) and require repetition to build expertise. Thus people need highly individualistic training.
- Though people have gone through self defense training, if they tried to recall a technique, they either don’t remember or it takes them a long time to recall it.
- The motivation to join a self defense training program for most people is that they have been victimized or they have a close family/friend that has been victimized. The stigma that sexual assault will never happen to them often results in it being too late to take action.
- Lack of knowledge about where to get self defense resource and how to utilize it.
What we found most interesting is that awareness and confidence are two main aspects for people fail to pay much attention to self defense training.
“This would never happen to me.”
“I’m not confident in my athletic abilities.”
– Value Opportunity Analysis –
The value opportunities were analyzed to identify the key product requirements. We defined the product value attributes for our primary stakeholder, potential victims, and trainers as their service provider. Then we scored each value attributes in terms of its importance enlightened from research and interviews on the VOA chart.
– Storyboard –
Phase 3. Conceptualization and Evaluation
– Evaluation Process –
We did a competitor analysis using an existing service on market, Rape Aggression Defense System(RAD) to compare with the 8 concepts. Comparison criteria were chosen from the important value opportunities in phase 2. We listed criteria on pugh chart and compared each concept against RAD. To show advantages and disadvantages, 1 means better than RAD; -1 means worse than RAD; and 0 means same as RAD.
After competitive analysis we got three best concepts, “Twitch”—self defense online studio, “Tupperware” party and school training. Then we used method speed dating to test the validity of the top three concepts. For each concept we created scenario and presented to interviewers. We recorded their reactions and attitudes towards the three scenarios and finalized our decision with “Twitch”, a training live streaming video service for potential victims.
– Wireframe –
Phase 4. Introduction to OASIS
OASIS is an online awareness service to improve self-image. Through our website we connect users with trainers. No matter what kind of training class they want to take, they can find out valuable information on OASIS and choose a studio that is the nearest to them.