Project Brief - To design a product for PepsiCo
Duration - 15 weeks
01
CHOOSING the problem area
PepsiCo often sponsors a lot of concerts and sports events such as Tomorrowland, Super Bowl Halftime Show, Global Citizen, etc. Hence concerts were chosen as an area where problems needed to be identifeied
I
02
STAKEHOLDER MAP FOR CONCERTS
A stakeholder map to understand the type of people involved in concerts, so that primary and secondary research can be done on that basis.
Stakeholder Power
Stakeholder Interest
03
Interviews & insights
Interviews of 13 concert goers, 2 bartenders and 1 event manager was taken to understand their journeys and problems at a concert better
Ira V
(Student)
Mufaddal Kapasi
(Student)
Ishika Pareek
(Student)
Shaan Singh
(Bartender)
Avdyushka G
(Student)
"Its easy to get lost as the concert arena is so huge and generally everyone is rushing, so it is very chaotic"
"I don't prefer eating or drinking at concerts, cause
the queues are too long"
"There’s no signal at concerts and it becomes hard to stay close to your friends because of the crowd"
​
"Lot of time is wasted while serving drinks, because people come in groups, and they can't decide amongst themselves"
"It becomes really unsafe sometimes, because everyone is standing so close to each other, gets very suffocating."
Safety
People tend to lose their friends in the crowd and find it hard to contact them through mobile phones due to lack of network and the loud music
Crowd
Overcrowding at concerts
has led to major mishaps like deaths and injuries.
Disposal
Disposal of cups used for drinking at a concert is a sustainability issue
Wait-time
People don't buy drinks because of the amount of time spent waiting in a line is very high
Trust
People don't trust the bartender to
put the right amount of alcohol in their drinks, and are not sure if they are getting their money's worth
Key Insights
13 concert goers,
3 Bartenders
and 2 Event managers, were interviewed to understand their journeys and what kind of problems they could be facing
04
ideation
Tools used for ideating-
Scamper
Parallel universe
Brain storming
Add levels
Unify
Add natural element
05
Filtration of ideas
using DVF
Calculating the desirability, viability and feasibilty of various concepts after user-testing, to finalise a concept
An app that shows the entire map of the concert arena, and that also helps one order their drinks online and pick them up when they are ready
The
Concert
Map
The
Concert
Map
This cup is your go-to cup for concerts,
as it can store upto 3 drinks, you can use it to shazam the songs being played at the concert and has an inbuilt torch in it.
The
Concert
Cup
The user is given a token that
worth 100 INR while purchasing a drink,
the user can get his 100 INR back only when he/she returns the cup in which they were drinking.
This is done to avoid trashing and littering
the concert arena
Trash
Coin
A kiosk that can be placed at concerts
which helps people make their own cocktails as per their taste. This reduces the wait time for buying a drink and the
work load on bartenders. It also reduces confusion as the person does not have to explain his/ her order to anyone.
Drink
Kiosk
CrowdSafe
A safety device that can be used in concerts, where there is often a lot of overcrowding. You can connect the device with your friends devices and in case you get lost, the device helps you locate where exactly ypur friend is. Concert grounds don't generally have good network and hence, a mobile app is not of any use.
The device also has an emergency SOS button, incase of any mishaps or injuried, the attendee can press it and security will come to them immediately.
​
FUTURE OF THE PROJECT
This device was made in context with concerts but it has huge scope and can be used in many arenas such as religious congregations (Kumbh mela, Chaar Dhaam yatra in India), political rallies etc.
There are products in the market that use a similar technology but CrowdSafe is unique in its user context i.e. concerts and it's add on features such as the SOS button and Charging option.
We would want to pitch this project to Event managers and hope it can be launched in the real world soon.