1. The safety of valuables in nightclubs
My visual Research Report
By Imogen Lawrence
Product Design with Professional Experience
DP161 – Dr Eddy Elton
Student No

2. 10.USER REQUIREMENTS SPECIFICATION
Observations
Trends
Findings
4.METHODOLOGY
5.AFFINITY DIAGRAM
Insights
Opportunities
6.OBSERVATIONS
CONTENTS
Product Opportunity
Problem Areas
Target Users
1.INTRODUCTION
2.EXISTING
COMPETITORS
3.MARKET
SUMMARY
Gadget
Insurance
Cloak
Rooms
9.MOOD BOARD
8.MINDMAP
Interview
Findings
Persona
7.METHODOLOGY
PLANNING
10.USER REQUIREMENTS SPECIFICATION
TASK/WEEK 1 2 3 4 5 6
Identify Project Area
Market Analysis
Observations
Interviews & Personas
Focus Groups
User Requirements Specification

3. INTRODUCTION Target Users Problem Areas 1 Bar/nightclub 21% Beach 9%
PRODUCT BRIEF: To design and develop a product that will allow students aged to safely store their belongings or ‘pocket items’ whilst on a night out. The product will be used to safely store the users phone, keys, wallet/purse and ID - so must therefore be made out of strong, durable materials in order to be secure. The product will be designed so it is fairly cheap to manufacture so as companies looking to utilise the product will be attracted to the product as a way to create additional income.
Problem Areas
Target Users
PRODUCT OPPORTUNITY
As a student myself, I am constantly made aware of how frequently fellow students/friends fall victim to either losing or having their phones and other belongings such as keys, purse/wallet and ID stolen.
1,792 women aged were polled by  the young women that had experienced having their phone stolen in the past were asked where it had happened, to which the top answers were as follows:
                              
                    
The Women in the age group were revealed to be the most likely to be targeted, with one in 20 reporting a stolen phone.
The crime survey for England and Wales (CSEW) has revealed that mobile phone theft is on the rise, with the number of mobile robbery victims up from 759,000 in 2009/2010 to 826,000 in 2011/2012. Teens aged between and adults aged were found to be most at risk from mobile phone thieves, as the survey found that those within these age ranges were twice as likely to have their mobile stolen than others.
Beach 9%
Festival 7%
In almost half the instances (46%) – the women admitted to being under the influence of Alcohol.
Bar/nightclub 21%   
Public Transport16%
Town 14%
My target users are women aged who visit nightclubs on a frequent basis.

4. EXISTING COMPETITORS Interview Findings: 2 Gadget Insurance
Cloak Rooms
4/6 participants didn’t have gadget insurance. The rest did. When asked
why, they said:
Attributes:
Easy to register online
For a smartphone it is a
monthly charge of typically £6.
Will provide you with a new phone with a £50 excess, but only on the condition that it is broken/stolen/damaged. If you lose your smartphone, you will have to pay a further £25 excess.
Targeted towards any gadget user of any age.
Purely over the internet so possibly more accessible to younger user.
Attributes:
Convenient for the user as in place at the nightclub.
Tend to be centred around storing jackets and bags – not valuables.
Prices around Brighton:
Shoosh (Brighton)
-£1.50 per item (clothing/bag)
-Take no responsibility for valuable items
Madame Geishas (Brighton)
-Free
Oceana (Brighton)
-£3.60
NO “Can’t be bothered”
NO “Never got round to it”
NO “Too fussy – not worth the money”
YES “Never lost phone but wanted to be protected just incase.”
NO “Used to have it, took 5 weeks to sort out – waste of time and money”
YES “Because I’m quite clumsy and lose my valuables a lot”
STRENGTHS
Covers damage/breakage and will provide money to fix.
Helps once the event has happened – retrospective- not preventative.
WEAKNESS’S
Doesn’t do anything to prevent the issue of stolen belongings or damage to them.
It is a lengthy process and can take up to 6 weeks to replace a stolen phone.
THREAT’S
Small monthly charge to cover for all eventualities – not just nightclub going.
OPPORTUNITIES
As it is not preventative – there is space for a product that can help eliminate the risk of theft/loss.
STRENGTHS
Situated in the Nightclub – stress free.
Some are free to use so attract more users.
Especially around winter – more people will be going out with coats so cloakrooms are a necessity!!
WEAKNESS’S
Take no responsibility for anything lost.
Often a lot of queuing at the end of a night
People tend to lose the piece of paper/tickets to get their items back.
THREAT’S
Offer a place to store larger items.
Habit – users feel comfortable using the cloakroom because they are familiar with it.
OPPORTUNITIES
They do not cover valuables – not designed for anything of value.
Cloak Rooms
NO “Queues- too busy”
0/6 participants said that they use the cloak room in Nightclubs frequently.
OCCASIONALLY “Waste of time and money”
3/6 said occasionally and the rest said never. When asked why, they
said:
OCCASIONALLY “Queues and expensive”
NO “Wastes time and effort”
NO “Some nightclubs are dodgy”
OCCASIONALLY “Can’t always be bothered”

5. Predicted Annual Growth Consumer Buying Behaviour3
MARKET SUMMARY
Pest Analysis
Political- From late 2005, drinking establishments could apply for licences to stay open and serve alcohol for 24 hours a day. This means that round-the-clock drinking (in England and Wales) is now a reality. This also means that Nightclubs now do not only face competition from other Nightclubs, but Pubs, Bars and restaurants.
Economical - The UK nightclubs industry has endured a torrid time during the past two years as it struggled to deal with the toxic combination of later opening pubs and bars, the smoking ban and an economic downturn. As a result, the industry has contracted in terms of value (-19%), volume (-18%) and the number of clubs has fallen to around 2,150, from a peak of around 3,000 in 2005.
Social-Cultural – In Brighton, there are currently 2 universities- Sussex and Brighton. This meaning that a large proportion of the students attending will reside in the Brighton area. This meaning that during term time, a larger population of club-goers will be out going to student events and club nights.
Technological – 64% of U.K year-olds own smartphones, compared to 62% of year-olds. Smartphones are developing faster and faster with more advances- meaning they cost more and are more difficult to replace.
Market Size/Value
Key Facts
Predicted Annual Growth
2010
2013
£1.48m
£2bn
- 5.5%
Consumer Buying Behaviour
Mintel’s research among internet users aged 18+ found that 71% considered themselves to be nightclub-goers, 34% went less often than once a year and the vast majority who went more frequently than this were infrequent visitors. Just 6% were regular clubbers who went around once a fortnight or more often, heavily concentrated among the year-old age group.
6,992 Nightclubs
36,315 Employees

6. METHODOLOGY- Observations 4 TRENDS IDENTIFIED FINDINGS
As my main target market are the female Nightclub goers- I have decided to conduct my observations in Nightclubs around Brighton. I wanted to covertly observe females in their natural environment at different stages of a night out. The pre-drinking stage, queuing, whilst buying drinks and also whilst dancing etc. I have tried to take some images displaying what these girls do with their phones and belongings whilst in these stages and what problems occur for them. As there are photographers freely roaming Nightclubs taking various pictures- this will hopefully avoid the ethical issue of consent because participants know that pictures will be taken of them, and obviously are okay with it as they are there.
TRENDS IDENTIFIED
As highlighted in the above pictures- I noticed that females especially are very prone to carrying their phone/belongings in their hand. 9/13 girls decided not to take a bag out with them, but just store money, phone and ID (license/passport) either in their bra, or in pockets.
Out of these same 13 girls, 7 of them had either lost/had stolen money or their phone through using this method.
Another thing I noticed was that girls frequently got their phone out to take photo’s or ‘selfies’, obviously increasing the risk of either dropping it, or a thief noticing it, and targeting them.
Often, as the night went on and the girls had consumed more alcohol, they would give their phone to other people to ‘look after’ or misplace it. On one of my observations, one of the girls went to the toilet and left her phone in the cubicle after having put it down to use the toilet.
FINDINGS
Girls obviously realise that they are at risk of losing their possessions as they decide not to take a bag out with them.
Once inside the Nightclub, the girls will rarely then take money, keys, ID out of their bra – displaying that there is no need for them to have these possessions whilst inside.
Girls will sometimes decide not to take their phone out with them because of the risk of them losing it.
Girls said the most common reason they run out of money is because they put change in their bra or pocket and it had fallen out.

7. Activities Objects User 5 Interaction Environment
PRODUCT BRIEF: To design and develop a product that will allow students aged to safely store their belongings or ‘pocket items’ whilst on a night out. The product will be used to safely store the users phone, keys, wallet/purse and ID - so must therefore be made out of strong, durable materials in order to be secure. The product will be designed so it is fairly cheap to manufacture so as companies looking to utilise the product will be attracted to the product as a way to create additional income.
Activities
Environment
Interaction
Objects
User
Will hide keys outside house at home so they don’t lose them
One girl left her phone in the toilet cubicle
Girls tend to use their phone to take pictures of themselves
Girl lost phone which had debit card, ID in the case.
The girls would store change in their bra which would obviously fall out
Girls dropped phones/bags on floor a lot whilst dancing
6/13 girls had previously had their phone damaged at a nightclub through liquid damage
One girl would take a bag and carry everyone’s valuables
Some girls had cracked screens on their phones through dropping them on a night out
Girls usually tend to carry valuables in their bra
Girls obviously realise they are at risk as they decide not to bring their phone out with them
Tended to get carried away and buy rounds for everyone
Most of the girls end up carrying their phone in their hand by the end of the night
Some girls like to have their phone with them whilst in the nightclub to take pictures/numbers 5
Often girls would store things in the cloak room and forget about them and have to go back the next day – by which time they were gone
9/13 girls decided not to take a bag out
It was common for girls not to take their phone out with them at all

8. INSIGHTS OPPORTUNITIES6
INSIGHTS
OPPORTUNITIES
What was seen/heard?
How might we?
The girls observed didn’t like to take a bag out as it was something that they then had to take responsibility for.
Create a product that allows the girls to safely store the valuables that they have to bring out – reduces responsibility.
Create a product that allows the girls to worry less about the valuables they are having to bring out.
Create a product that allows the user to utilise it without any stress
A lot of the girls had damaged phones through dropping them or liquid damage.
Create a product that limits the possibilities of damage to the users phones/valuables.
Create a product that will enable the user to keep their valuables in a controlled environment where other people cannot effect them.
Create a product that allows the users to drink and be reckless knowing their valuables cannot be effected.
The girls tended to keep their valuables in their bra/pockets.
Create a product that allows the users to store their valuables in a safer place than in their bra/pocket.
Create a product that is still easily accessible whilst also being secure.
Create a product which still enables the user to access quickly and easily with complete control.

9. Enjoys Nottingham Nightlife
METHODOLOGY- 7
Interviews
Lauren
Aged 20
Goes to Nottingham Uni
In her Second Year
Enjoys Nottingham Nightlife
In the Student Union
Is a Club Rep
Persona
For my Interviews, I aimed to interview 5-7 people around the ages I didn’t mind some variance around these ages. I also hoped to mainly interview females as this is my main target market and I think their insights would be the most useful for my research- but I would also like some male interviewees as I would like to see if this problem occurs for them and whether a solution would appeal to them.
“In my first year I think I must have lost about 5 phones clubbing – its so frustrating because you need your phone while getting to the Nightclub and while going home – but the riskiest bit is having it on you while at the club, dancing and getting pushed about!!”
“As a Club Rep it is essential to have your phone on you at all times- aswell as your keys, money, ID etc – but sometimes you can go out and have a bit too much to drink and lose it all! Its so frustrating! And it completely ruins a night!”
PARTICIPANTS

10. Product Opportunities8
Wants
The Valuables
Something that will still allow the user to access their valuables quickly and easily.
Protect their valuables from getting damaged through spillages/droppages.
Prevent valuables from getting stolen.
MINDMAP
Smartphones
Debit Card
Money
ID – Passport £74
- Driving License £25
House keys - £5-£7
Wallet/Purse
Product Opportunities
Attitudes
Behaviour
Current Competitors
Users won’t take bags out to avoid losing them.
Users will carry valuables in their hands.
Users like to have their phone with them to take pictures – exchange numbers.
Users don’t like to take responsibility on a night out
Users don’t like to spend a lot of money
Users like to know their valuables cannot be damaged
Users don’t like to be kept waiting/queuing
Cloakrooms
-Do not take responsibility
for valuables.
-Often long queues
Gadget Insurance
-Lengthy process
-Not preventative – only
deals with the issue once
its happened.

11. 9

12. USER REQUIREMENTS SPECIFICATION10
REQUIREMENT
SOURCE A1
The product must withstand a weight from all directions of 50kg.
OBSERVATIONS – found that once users had consumed alcohol – they were more heavy handed with items. A2
The product must prevent splashes of liquid from entering the space where the valuables are kept.
OBSERVATIONS – found that users had issues with liquid damage to their valuables. A3
Must be accessible within two stages.
INTERVIEWS – found that users were less likely to use a service if there were queues/waiting times. A4
Must be within the price range of £1-£4 to use.
INTERVIEWS – found that users would like the service to be priced within this range. A5
Must withstand one year at 3-4 nights use a week.
INTERVIEWS – found that 4/6 participants went out more than once a week. A6
Must be fixed to the wall in the Nightclub to prevent theft.
INTERVIEWS – found that users did not trust the cloakroom due to the fact they had had things stolen from there in the past. A7
Must be accessible through the use of a key.
INTERVIEWS + MINDMAP– found that users did not like to wait and wanted control over their valuables at all times. A8
Must be accessible by management in case of emergency/lost key.
OBSERVATIONS – found that when users had consumed alcohol, they where forgetful and complacent. A9
Must be able to store up to 4 items – including purse/wallet
OBSERVATIONS – found that people tended to take phone, wallet/purse, money, ID and keys out with them on a night out.

13. REFERENCES
of-phone-theft/ (intro)
(market assessment)
(pestle analyis)
theft-due-to-alcohol-consumption/ (INTRO)
WtAodqW4Aag (existing competitors)