Opportunity Statement Reflection

I think opportunity statements are great for narrowing and focusing the brief to a particular set of patrons or persona, it does help to keep you focused and to keep your goals in mind, but I feel a little uncertain about focusing on 1 set of users so early on, when the patrons that use the bus stops are so very varied. I also feel that the structure is a little odd, because first you state what you want to do, then the user, their need, followed by your insight. But since what we want to do, is to fulfill the user’s need, it seems a little circular. While I think the first statement can be broad eg. “Improve the experience” to avoid repeating ourselves, but it feels a bit redundant to do so.

I think I would prefer the structure:
What we want to do to fulfill the need, of user, because of insight.

Says the same thing, but puts your goal first and foremost and removes the need for redundant information.

Final Opportunity Statement

Final Opportunity Statement:

To evolve the bus stop experience for internationals who need extra reassurance, because they rely on clear, concise and accurate direction, to give them the confidence to travel alone in a foreign country.

I was quite uncomfortable with our opportunity statement at first, but after rewording and finalizing our statement, I feel a lot more comfortable with it.

We chose to focus on the internationals in our opportunity statement because we felt they have extra needs compared to the local user.

Our original insight, was that internationals needed reassurance through clear information, but we chose to use the word direction instead because we felt that information alone is not sufficient. You can put more information at the stop, but it is of no use if it’s not read or used, so that’s where direction, through prompts and cues can guide internationals and help them feel at ease.