Designing a Creative Travel Journal part 2

Okay, so here’s the list of user needs I came up with, as promised yesterday. The finished journal does not have to incorporate all these needs! In fact, some needs may even contradict others. At this stage in the design process, I don’t want to discard anything. Later I’ll have to narrow these needs down according to importance and practicability. I’ve interspersed some (pretty random) old photographs of journals, mail art, and whatnot, to liven the post up a bit…pictures do not correspond to anything in the text.

I’ve tried to identify these according to a model by Japanese design guru, Noriaki Kano, that Prof. Ulrich shared with us. So far this is the most interesting new thing I’ve learned, because I’ve never really thought about design and products in these ways before.

The Kano Model divides user needs into 4 groups:

Indifference—if you meet this need, user’s feelings are neutral. If you neglect to satisfy this need, user’s feelings are still neutral.
Linear (performance) needs—user’s dissatisfaction/satisfaction is directly proportional to the level this need is met (Note: price is often classified as a linear need)
Basic (must-have) needs—if you satisfy this need, even spectacularly, the user barely notices (neutral); but if you don’t satisfy this need, user is extremely unhappy…miserable, furious, disgusted.
Latent (Excitement) needs—this is the G-spot. These are unexpected features. If you don’t meet this need, the user doesn’t even notice it’s missing. But if you do meet the need, the user is delighted (and writes you chirpy fan mail, pins the product on Pinterest, blogs about it…you’ve struck gold.)

Needs in bold type are more abstract needs, followed by more specific needs that might fall under the more abstract one.
Needs in italics with an exclamation point (!) are what I suspect could be the users’ latent needs.

Iban (Sarawak) scorpion design

Problem statement: How might I create a product that encourages travelers to write, collect, make art, take photographs and explore more on their travels?

Journal incorporates storage space for various things collected, recorded, and made during the trip
Journal has pockets for maps
Journal has pockets for small souvenirs like coins or charms
Journal has a place to store reading glasses
Journal has a place to keep the main writing pen handy but safe
! Journal has a place to store coloured pencils or watercolours and some paintbrushes
! Journal has a section for pressed objects and large drawings or visuals (ex. maps)
Journal has expanding pockets in the covers
! Journal comes with pocket of small tools—ruler, scissors, needles and thread, double-sided tape, glue stick, pencil sharpener…

Journal is strong, long-lasting and keeps contents secure
Journal has tough waterproof covers that can take abuse
Journal materials won’t rot or disintegrate in humidity
Journal binding is strong and pages won’t come out
Journal’s added contents are protected from the elements and don’t fall out
Journal pages accommodate a long trip (4 months to 1 year)
Materials are acid-free and archival

Journal is reasonably priced

Journal is customisable
Journal comes with ways to attach photos and postcards
! Journal comes with system of symbols to codify, personalise pages and flag entries
! Journal comes with pockets that can be glued down to pages where they’re wanted
! Options exist that allow user to order custom content to be printed before binding.

Journal is convenient to carry
Journal fits into most handbags or backpack pockets
Journal is lightweight for carrying around and onto planes
Journal complies with airport security hand-carried baggage rules
Journal has a closure in place to keep it shut.
! Journal attaches to the body for easy carrying and access

Journal is easy to deploy
Journal opens flat
Journal has at least three bookmark ribbons, and they don’t fray.
Journal sections are marked by dividers and tabs
Journal pages can be numbered and dated
! Journal has a table of contents or Index
Journal closures are quick to open and close

Journal is enjoyable to use
Journal exterior is beautiful and elegant
Printed text is in an elegant and readable font
Journal comes in several designs and colours to choose from
Pages are a mix of ruled, blank and grid-lined for different purposes.
Ink used to print lines is subtle
Paper used is of highest quality, for fountain pens, juicy inks, and watercolours
! Journal comes with ideas for fun entries and journaling techniques to use while travelling
! Journal comes with access to a community of other users

Journal has useful travel information
Journal prominently displays owner information in case it gets lost.
Journal has an easy-to-access section for important information
Journal has pages for travel itinerary
Journal has world time conversions
Journal has pages for calendars
Journal has pages for budgeting and expenses
Journal has a directory for friends, contacts, shops, agencies, etc.
Journal has pages for most-used phrases in a foreign language
Journal has pages for transportation and lodging information
Journal has pages for travel and packing checklists
Journal has a section for plans and dreams, goals, or a wish list

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