What is your theme? What story do you want to tell (briefly)?

Enjoying the Chaos – Undoubtedly, in many ways, people will have to deal with changes that affect their (sometimes daily) routines in the area of the railways station, and at other places along the railway track. This period may even last as long as 10 -15 years. Of course many efforts can and should be done to minimize the hindrance (e.g. by providing proper routing information efficiently leading people through the new and weekly changing paths across the area). However, another approach could be to ‘play’ with the ever changing situation and try and create something that people may even enjoy in the ever-changing situation or see the ever-changing situation as a challenge, etc.


Who do you design for? Who are they? audience, participants

Who are they? What will be the groups of people your design should communicate with primarily?

People who arrive at or departure from Delft Central Station, specifically those that are travelling by train.

Characteristics? Persona’s? What are they interested in?

This group can be divided into their purpose of coming to Delft and how often do they come:

  • Students that are coming to Delft because they are enrolled there (frequent), others are coming for the open days (once in awhile/first time).
  • People whose jobs are in Delft, but they live outside of Delft (frequent).
  • People that are visiting Delft for some type of event or to shop at for example Ikea (once in a while/first time).


Persona 1

Name: Cees Sanders

Occupation: Student at the faculty of architect in Delft:

Age: 20 years old

Hometown: Leiden

Habits in the train: most of the times listening to music.

Persona 2

Name: John Mayer

Occupation: Job in Delft

Age: 37 years old

Hometown: Amsterdam

Habits in the train: reading the newspaper and checking his emails on the phone.

Persona 3

Name: Alison Ernst

Occupation: job in The Hague

Age: 29

Hometown: The Hague

Purpose to Delft: Shopping at Ikea

What could be their roles?

These people could be participating in the “game’’, or they could be a form of a source.


What media would fit them?

Our target group is known to use the following medium:

  • Mobile devices
  • Radio
  • Newspaper (Metro, Spits)
  • The internet
  • Television


What general concerns do they have?

Their general concern is to be able to reach their destination on time.

What kind of experiences would appeal to them? What would be needed to stimulate them to participate actively?

Roughly, how many people do you think will your target group consist of?

We estimate a total of 26 000 people that are traveling daily to Delft. This is based on the findings on the site that were published that in 2005 24 775 people were travelling to Delft


Communication goal

What experience, feeling, concern etc. do you want to create/address through your CM design?

Train travellers who look at the construction site as they arrive in Delft, will often be alarmed because obstruction incontraversibly means delay at some point. In our communication towards these travellers we will make the entrance into Delft more welcoming and more pleasant so that they will not be troubled by the few minutes delay but actually get excited about the great things they see are being build. They need to feel comforted by its professionality and feel reassured all necessary measures have been made in order for the traveller to arrive at his destiny at the time he had in mind.

Why would CM be a good solution for that?

Cross Media manages to target many groups at once while inviting them to interact with the cause. This is essential in this case, because if participants do not feel attached to the project, they will hardly accept to be a few minutes late.


(Brand) identity

What kind of identity/appearance should your solution have?

We want to create a positive energy, stimulating travelers to see the beauty in the chaos. Travelers should see being in and around the Spoorzone as an opportunity to enjoy the progress/ scenery/ surroundings as opposed to seeing it as a nuisance. The concept should have a positive, fun, professional and reassuring image.


Media combination: what media?

What would be innovative, exciting, fun, new ways of communication/media for your target group?

Television in tram
Intercom in the train
iPhone application which shows everything on and around Spoorzone Delft

What types and combinations of media would fit your theme and target group best? Which would be unacceptable?

The media need to be easily accessible and disposable because the participants are on the move and probably in a hurry and have no time to have an extended look at various media. However, they should be given a certain type of medium which they can take with them so that they are triggered to look something up on the Internet later on. Also, they can be invited to reserve some extra time next time they are at the station to take an even closer look.

What would be interesting places and situations to communicate with your audience? What media would be possible there?

In and around the train are the most essential spots to be. Posters or other kinds of graphic displays are usable.

Is there any relation to the moments at which they are confronted with the information? What media would fit that?

To what extent is the information stable or fleeting and in need for continuous updating?

Since we are dealing with daily travellers who expect something new every day, the information needs to be updated every day.


Proposition (what do you promise)

What do you promise will be the effect once the project will have been realized? What will be changed?

The Spoorzone will be transformed into a modern piece of architecture and cityplanning with all kinds of benefits for the people of Delft. Our project will make sure the transformation already happens in the minds of the people coming in and out of Delft (by train) by informing them and inspiring them through different media. It would be our ultimate goal to make the people participate in the project and have them work with our cause. This will make the travelers more involved and less negative towards the Spoorzone project.


Scoping: one time thing, continuing project How wide-spread will the effect of the project be?

For example in time: one time event; long lasting effect
For example in place: one neighborhood; the whole of Delft

The project will last as long as the ‘inconvenience’ due to the building project lasts. However, it is conceivable that at the end, more and more of the new Spoorzone will be ready and visible, and thus less of our efforts are needed. So the concentration of our efforts will be highest in the beginning and probably declines as the new Spoorzone takes form.

We will concentrate on the direct surroundings of the Spoorzone, because this is where our target group will be and experience the most discomfort from the construction progress. Besides that, the digital media like phones and internet are of course accessible from virtually anywhere.

1 Response to “Briefing”

  1. 1 Thijs November 23, 2009 at 9:27 pm

    Very clear (concept) briefing, well done! We won’t go into all the topics, but we think there are a few things that are worth mentioning…

    First, you’re communication goal: very clear, and actually quite similar to ours, since our goal is to make people want to forget how awful it is to miss their connection (due to the construction work on the Spoorzone Project)

    Second, the proposition. We really liked the following part, very well put!

    quote: “Our project will make sure the transformation already happens in the minds of the people ”

    Now, as for the remarks: the media combination. You mentioned that the media you are looking for must be innovative, exciting and fun. All three of the media you choose could be exciting and fun, if well used.
    However, we believe there’s only one media type that can be really innovative: the iPhone (or any similar smartphone) Perhaps it would be a good thing to add some more ‘unconventional’ media like sound, smell, taste or touch. For example: signs used for people with bad-sight (e.g. braille or any other ‘texture’ based symbols) could also be used to interact with ‘good-sight’ people.

    We’re looking forward to see how your project develops! Keep up the good work!

    Team CMIDM4

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