The Idea Bazaar

I. Making sense of the data

• Story-sharing

Each member of the group had a story to tell about what we were able to research as well as the different personal experiences we had encountered when going out at nights in Eastwood. From all the stories and information that we were able to gather, the group was able to establish three identifying patterns which were, transportation, girls attracting danger and the ‘Eastwood experience’.

• Identifying patterns

Transportation	Girl Attracting Danger     (because of what she is wearing)	Eastwood Experience
		- community inside the city"
		- community outside footbridge, etc.

After thoroughly looking at the identifying patterns of our data, the group suggested several possible statements that could capture the group’s theme for the innovation project which eventually led us to this assertion:

Insight statement: 
An "Eastwood Experience," as directed by social trends, requires girls to dress up "skimpily," although it may lead to unpleasant circumstances when the time comes to travel.


Which then led to creating opportunity areas:

Transportation, Eastwood Experience, Fashion ---- preventive measures?

Ideas generated from the exercise:

1. Eastwood's own taxi service 

    - to and from Eastwood only

    - drivers will be screened by Eastwood

    - transportation ID system

    - defense items, e.g. tear gas, pepper spray, etc., inside the cab

    - built-in hotline + radio

2. defense accessory --- bracelet (product + comm. campaign)

3. lockers (product + comm. campaign)

4. guidelines, including defense items (comm. campaign)

Opportunity Statement: 
IN WHAT WAYS MIGHT WE CONCEPTUALIZE A PRIVATE, SAFE, AND 24-HOUR TRAVEL SERVICE FOR THE EASTWOOD COMMUNITY?

II. Four Techniques used to elicit new ideas

• Technique 1: False Faces 

Definition: taxi |ˈtaksē| noun ( pl. taxis ) short for taxicab, a boat or other means of

                   transportation used to convey passengers in return for payment of a fare.

Assumptions:

1. A travel service is a taxi service.

2. A taxi service is a 24-hour service.

3. A taxi service is metered.

4. Taxi dues are paid right after services are rendered.

5. A taxi service is public.

6. Filipino taxi drivers are all male.

7. A taxi service has a flag-down rate.

8. Taxi vehicles are mostly cars.

9. Taxi services do not have GPS -- drivers have to be given directions.

10. Some taxi services have a fixed rate.

11. Some taxi drivers alter the meter rate.

12. Drivers are potential threats to safety (drinking, drugs, sleepiness).

13. Taxi services are prone to car theft.

14. Taxi fares are expensive.

15. Taxi drivers choose their customers.

16. Customers have no control over their taxi drivers.

17. Some taxi cabs are unhygienic.

18. Most taxi cabs are not fit for driving.

19. Taxi cabs accomodate up to only 4 persons and 1 destination.

20. Taxi services have no tracking system.

21. Some taxi cabs have broken locks.

22. Most taxi drivers look unprofessional.

23. Customers do not know the identity of their taxi drivers.

24. Customers are sometimes not aware of the appropriate rate.

Reversal Assumptions: 

1. A travel service is not a taxi service. >>> Carpool

2. A taxi service is not a 24-hour service. >>> Late-night service

3. A taxi service is not metered. >>> Prepaid, Package rate

4. Taxi dues are not paid right after services are rendered. >>> Prepaid, Postpaid, Membership
5. A taxi service is private. >>> Exclusive to the Eastwood community

6. Filipino taxi drivers are both male and female. >>> Female drivers are highly encouraged to apply

7. A taxi service does not have a flag-down rate. >>> Fare depends on the location as to where the passenger would be dropped off

*We were unable to complete this exercise due to time constraints. Eventually though, we decided not to pursue this technique as it clearly did not work too well for us.

Ideas generated from the exercise:

- carpool

- late-night service

- Prepaid, Postpaid, Membership

- Exclusive to Eastwood community

- Open to female drivers

• Technique 2: Brutethink

1. notebook  >>> exchange of info >>> open communication between drivers, customers and Eastwood >>> tracking system
2. monster >>> people's perception of taxis esp. night time: danger >>> "Monsters to conquer"; "No more monster rides and horror travel stories."; "Have a monster ride."; "Monsterbusters", vehicle: not intimidating, friendly
3. summer >>> vacation, fun >>> funded by taxes imposed on vacations, i.e. travel tax, seasonal  
4. bench >>> uncomfortable, dangerous, sturdy, cheap materials, public usage >>> comfy ride, privatized
5. gate >>> security, exclusive communities >>> membership-driven

Ideas generated from the exercise:

- destination-Eastwood-destination

- ID/card tracking system

- pre-paid/post-paid 

- membership fee (seasonal)

• Technique 3: Combinatory Play

Method of Payment	Method of Travel	Time	Features of Vehicle	Security	Market	Rate	Personnel	Other Services	Drop off Points
Postpaid: EPS/Credit Card/Membership	SUV	24 hours	Air-conditioned	Escort to Car	Residents	Fixed	Drivers	Snacks	Makati
	Taxi/Car	Night	2-way Radio	ID System	Students	per KM	Coordinators	Drinks	The Fort
	Coach	Late Night	Driver-Passenger Barrier	Tracker	Eastwood Employees	Additional Rate	Security Group	Load Service	Pasig
	Carpool	Early a.m.	GPS/Tracker	Driver Records	Party people J		Customer Service	WIFI	Pasay
Cash: Walk-Ins, Membership		Fixed Hours	Automatic Phone	Customer Records	Professionals		Driver Profile	Telephone	Cubao
		Call-in	Defence Kit for Passengers	Receipt	Outsiders				San Juan
				Automatic Phone					Commonwealth
Prepaid				2-way Radio					Tandang Sora
				Text Service					Marikina
									Katipunan
									New Manila
									Novaliches
									Diliman
									ETC.

* Table shows the result of the first “cancellation method” of the group’s Combinatory Play

• Technique 4: Six Thinking Hats

White hat:
-  issues of violence against women when travelling will be addressed
-  travelling as the real issue when talking about safety
preventive measures,
-  tackled the issue of why women attract danger in the first place (possibly) : Eastwood Experience

Red hat:
-       expensive (eastwood and customers)
-       logistics (heavy & difficulty in implementation),
-       program is helpful- make women safe, hesitant/reluctant, feel happy, excited,    confused/intimidated

Black hat:
-       Too expensive (vehicles, features, headquarters & equipment, salary of employees, gas, maintenance
-       May lead to rejection
-       Logistics (too much, may get complicated)
-       Viability (difficult because of expenses, budget costing)
-       Service is nothing new (cheaper, better alternatives)
-       Will it gain profits
-       Research and development
-       Mode of payment is confusing
-       Because it’s a fairly new program, it is very open to speculation
-       Employees:
o   How can they be trusted all the way --- risk is high
o   Screening process is too tedious --- would discourage potential employees (drivers)
o   Promotion of drivers?

Yellow Hat:

- Safety is priceless

- There will always be employees applying

-       Service is relatively new/ not exactly the same because we will make it more innovative (convenience and accessibility)

-       Employees are pushed too perform well

-       Clients will be safe because of driver profile,etc.

- Features of car: safety of customer, innovations in safety (ID system, GPS tracker

-       Will attract people to Eastwood bec they have a way to get home

-       Good publicity

-       More jobs for people

-       Less crime, less accidents

-       Sets good example

-       Multi-level memberships to address confusion in payment

-       Promotion of this program – fun and easy, can think of ways to make program cheaper

Green Hat:

-       More simple ways of running system

-       Reduce costs: tie up with cab companies

o   Used cars

o   Existing cab drivers

o   Carpool, tie up with BPO

-       Methods of getting in contact with cab thru facebook

-       Women for women

-       Sponsors

-       Ad spaces

-       Make amenities realistic

Ideas generated from the exercise:

Ideas of immediate usefulness: main innovation for the problem plus the original ideas.

·       TIE Ups: Cab companies/ BPO

·                         Sponsors and ad spaces

Areas for further exploration:

·       Carpool

·       Modes of payment

·       Facebook as means for call in

·       Women for women

·       Features of vehicle

·       Safety measures

·       Sponsors and ad spaces

New approaches to the problem:

·       Women for women

III. Final Combinatory Play:

Method of Payment: Travel Cards	Member-ship/ Loyalty Program	Method of Travel	Time	Features of Vehicle	Security	Market	Rate	Personnel	Other Services: Available at booth
One Time Purchase Cards: These cards are only good for 1 trip.	After customers consume 5000 Pesos worth of trips from his service, they get a Loyalty Card for free which automatically makes them a member. A member has different perks such as discount and other benefits from Eastwood establishments	CAR	8PM To 5AM	Dependent on the Cab Company’s taxi: Must have: 1. Aircon 2. 2-way Radio 3. Driver ID	ID System	Residents	Fixed Rate per area	Drivers	Snacks
						Students		Coordinators: People at the terminal, Communication dept	Drinks
					Driver Records	Eastwood Employees		Security Group	Load Service
						Party people J		Customer Service personnel
					Receipt	Outsiders
					2-way Radio
					Text Service
					Head-quarters / Terminal

Drop off points by area:

1. Makati

2. The Fort

3. Pasig/Ortigas

4. Pasay

5. San Juan/New Manila

6. Manila

7. Marikina

8. Antipolo

11. QC Zone 1: Tandang Sora, Katipunan, Diliman, Cubao

12. QC Zone 2: Commonwealth, Fairview, Novaliches

13. QC Zone 3: Quezon Ave, Project 6, Tomas Morato area