1. J.P.S Jesper Tay (1614402) Joanne Foo (1642399)
Mohamed Syaqif ( )
Pritipal Kaur ( )

2. Issues
Issues: Athletes face the trouble of their shoes being sweaty after trainings because of buildup of bacteria in the damp environment.

3. Design ways to help sports enthusiasts in maintaining the dryness of their footwear during exercise.
Design Brief
Design ways to make shoes waterproof, stain free and odourless for athletes.

4. Target User
Athletes, people who wear shoes for a long period of time, or just anyone with a problem of a foul smell coming from their shoes

5. Ethnographic Observation & User Experience

6. Physical
The men playing football are trying to tackle each other to get the football. They are controlling their leg movements in this case
Cognitive
Will the shoes provide a good grip when playing? Are the shoes easily cleaned ?
Social
They are competing against one another in a game of football and they are trying to keep up with their opponent’s every move
Cultural
They strengthen their love for soccer by playing soccer. Increase friendship
Emotional
They seem to be very focused to gain an upper hand in the game. Otherwise, they seem to be be very passionate about football
Insights:
Shoes can determine if one loses or wins a game. If the users don’t feel very comfortable in the shoes they are wearing, they might not be able to focus well on other things due to discomfort.
Activities
Playing soccer
Environment
Muddy field, outdoor
Interactions
They are trying to tackle the ball from each other
Objects
Soccer ball, dirty shoes, socks, dirty pants, sports attire
Users
Soccer players

7. Do the shoes help to improve performance in cycling
Physical
Pedalling the bicycle
Cognitive
Do the shoes help to improve performance in cycling
Social
Seems like competitive cycling, furthermore there is a audience in the background
Cultural
The audience (even though they’re watching) and the cyclist both experience the adrenaline of the sport.
Emotional
Excitement as you never know what is going to happen in this cycling competition.
Insights:
Ability of shoes to help him pedal.
Activities
Cycling
Environment
Road, outdoor
Interactions
He is pedalling the bicycle
Objects
Bicycle, shoes, road
Users
Cyclist

8. Shoes is a factor in helping runners to win 1st place.
Physical
Competing against each other in a running competition.
Cognitive
Are the shoes helping me to run better/faster? Are the shoes comfortable?
Social
Competitive competition between the 4 runners. They are competing to be the number 1 runner.
Cultural
Good sportsmanship.
Emotional
They seem to be tired, and seems like they’ve tried their hardest till they reach the finish line.
Insights:
Shoes is a factor in helping runners to win 1st place.
Activities
Competitive Running
Environment
Stadium running track with numberings on the lanes.
Interactions
Competitors trying to get to the finishing line
Objects
Shoes, socks, headbands, armbands, Nike shorts, number tags, shoelaces
Users
Athletes, competitive runners, sportsmen, sports women

9. Physical
Exerting force on the base of their foot when they are doing their warm ups and leg exercises. Receiving support from each other in helping to balance.
Cognitive
Are the shoes comfortable? Are the shoes helping them to attain my balance while carrying out my activity?
Social
Helping each other out, coordinating with each other in balancing during the activities. Ensure they are properly warmed up before their sports.
Cultural
Teamwork.
Emotional
They seem to be struggling with their warmups preparing for their routine, enduring the hot sun.
Insights:
Suitability of shoes is a factor in helping sportsmen attain excellence in carrying out their activities.
Activities
Doing warm ups
Environment
Field, outdoor
Interactions
They are doing leg exercises which requires partner work.
Objects
Sport shoes, sports jersey, socks, helmet
Users
Soccer players/ rugby players

10. Interview Transcripts

11. Interview Questions (Kipling Method)
What is the expected lifespan of your sports shoe?
How often do you wear sports shoes?
What problems have you faced wearing your shoes for long hours during exercising?
What do you look for in a shoe when you decide to buy it?
Why do you only buy certain brands of shoes? (If user has a preferred shoe brand)

12. Name: Havana Chan
Age: 17
Date & Time: November 16,2016; 1pm
Location: Singapore Polytechnic
Interview Duration: 15 mins

13. Name: Eelin Tan
Age: 17
Date & Time: November 16,2016; 1:15pm
Location: Singapore Polytechnic
Interview Duration: 15 mins

14. Name: Alabama
Age: 21
Date & Time: November 18,2016; 10:30am
Location: Jurong East
Interview Duration: 15 mins

15. Name: Adriel
Age: 20
Date & Time: November 16,2016; 2pm
Location: Jurong East
Interview Duration: 15 mins

16. Clusters/Themes of Data Points
Use realtimeboard.com

18. Needs of Users derived from both Observation & Interview Insights

19. I need to avoid uncomfortable shoes during exercise.
I need to maintain the dryness of my shoes during exercising
I need more durable shoes

20. Persona

21. - I need to avoid uncomfortable shoes during exercise.
Defining Quote: A pair of good shoes brings you to good places.
Dislikes:
- Discomfort in shoe during exercising.
- Sweaty shoes.
- Hurting feet after exercise.
Challenges:
- My shoes are uncomfortable when I’m exercising.
- My shoes are sweaty during and after exercise.
- My shoes don’t last very long.
Needs:
- I need to avoid uncomfortable shoes during exercise.
- I need to maintain the dryness of my shoes.
- I need more durable shoes.
Motivation:
- I discovered that many individuals, especially sports enthusiasts like me, are experiencing the same problems.

22. Conclusion