he project theme was to think the way of penetrating micoach further into the Japanese runners market. Micoach is running support gear that helps runners by three main functions; real-time oral feedback, visualization of running data in numbers and graph, and training plan aiding. In spite of high quality and novelty of micoach, it has not been sold well in Japanese market. In this report, we propose an innovative solution, "miGotchi" that would achieve synergy and symbiosis between proper physical running and video games, and the overall project trajectory we took to reach there is described.
Initially, we had a hypothesis that the way of promoting micoach to runners is the core issue, since we considered low sales of micoach arises from lack of awareness towards micoach. But after conducting several interview observations with runners, we acquired the key insight that the way that micoach visualizes data is too scientific and complicated for people to intuitively understand and to keep motivation, while people's biggest needs was to monitor their performance and to keep motivation continuously.
After the creating new ideas by brainstorming, and pugh selection, we selected miGotchi. MiGotchi expresses current scientific data into picture-based image such as a panda growing up as the user runs more; also the panda gets fatter or even dies as user gets lazier. We rapidly made a prototype, which mimicked the real iPhone application of miGotchi in order to validate whether our concept enhances motivation of runners. From the feedback, we realized that we should make several series of modes since we wanted a variety of people to find an interface that suits their taste.
The fourth ALPS workshop, Sun Kim pointed out that sociability is a key factor today and thus holds a great potential for penetration. Then we employed the innovative interactive system; for instance, a user takes care of a player in a football video game, which changes its status corresponding to his or her running performance (miGotchi concept), and he can make up a virtual football team with his or her friends. This way, runners can mutually motivate each other and enjoy the additional excitement.
The VV, based mainly on interviews with SD method questionnaire, clearly proved its easiness to access data and enhancement of motivation compared to current micoach and competitor Nike+.
Along with the product, business models were designed from service maps and dynamic CVCA. These business models capitalized on the continuous earning system that adidas micoach lacked, and they offer runners to have virtual enjoyment as well such as virtual football tournament in return with additional payment. The net present value was calculated as 6.8 million JPY, which proves its great potential in the business context.
As a conclusion, we strongly believe that the concept of miGotchi has great potential as a business, of its feasibility, sustainability, and uniqueness. Next step of this project would be the specification of the transferring algorithm of interface system between raw data into image data, which is planned to be solved by conducting QFD, interviews and observations.
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