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Report 2: Opportunity - Market Research and Design Concepts

Executive Summary

Market Research

To further understand the stakeholder needs for the card shuffling device, we conducted several market research studies, including an anthropological study, user/customer interviews, expert interviews and an analysis of the online reviews for the product.

Anthropological Study

We observed while a group of five Carnegie Mellon students played a card game. We gave them the shuffler with the instructions to treat it as if it had just been received as a gift. The game lasted about an hour and took place on the CMU campus.

What we saw during this study followed very closely with our own initial impressions of the device following Report 1. There seemed to be some initial excitement to use the device, but after its inconsistent performance, it was pushed to the side and ignored. The following were our main findings:

Noise: When the students shuffled their cards for the first time, there was a huge reaction from each of them to the noise, and the person pressing the shuffling button immediately stopped from shock. During its use throughout the game, it was impossible for their conversation to continue and sentences had to be repeated.

Lack of instructions: When first inspecting the device, the students had more difficulty than we expected figuring out how it worked. They made comments about the lack of instruction manual.

Aesthetics: Many of the students made comments about the "chintzy" or cheap look of the device.

Inconsistency: From the very first shuffle, the deck was being shuffled unevenly, cards were being flipped face up and cards were getting stuck in the machine. There were many comments regarding the unfortunate inconsistency of the device. We noticed that most of the time, the students shuffled the deck a few times after using the device, displaying a lack of confidence with its performance.

Redesign ideas: Interesting improvements were suggested during the game, many of which we had been considering already. We noticed that no one wanted to keep score or deal during the game. Adding these features to the device would increase its appeal. It was mentioned that although the device was advertised on the box as being an "Automatic Card Shuffler" it was not actually automatic and it would be cool if the device was voice-activated. The idea of transparency also came up and was reacted to positively.

User Interviews

After conducting the anthropological study, we had each of the players answer the following questions:

Card Shuffler

How often do you play card games?

When you play card games do they often use more than one deck of cards? How many?

Why do you enjoy playing card games?

Did you find the card shuffling device helpful? Please comment.

What were the best aspects of the card shuffling device?

What were the worst aspects of the card shuffling device?

What improvements would you make to the card shuffling device?

How much would you be willing to pay for a card shuffler?

Card Organizer

Would you find a device that does this process for you helpful? Please comment.

What features would you find important with this sort of device?

What features would you find unnecessary with this device?

Would you prefer to buy this “card-organizing” device or a card shuffling device?

How much would you be willing to pay for the card-organizing device? What if it could also shuffle your cards?

blah blah blah talk about responses.

Expert Interviews

We went to the Rivers Casino in downtown Pittsburgh and interviewed some of the dealers that worked there. They use automatic card shufflers every day in a professional setting. We also walked around and observed the card shufflers in action. The types we saw in the casino were very different from the product that we dissected. Among our most important discoveries was the knowledge that a "Card Organizing/Deck Separating" device already exists and is used by most casinos.

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Online User Reviews

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Design Concepts

Competitor Products

Gantt Chart

Team Member Roles

Alexander Harber
Alana Yoel
Paul Wagner
Tanvi Bubna

Conclusions

Appendix A: List of 100 Design Ideas

Card Shuffling Ideas/Improvements

1. Cylindrical “Coin Bank” Casing
2. Single-press Button
3. Rounded Edges and Curves on the Casing
4. “Face-changing” cards
5. Removable, micro-thin, card faces (including dispensing machine that can take off the micro-film)
6. Water-wheel shuffling mechanism (for novelty)
7. Steam-powered “retro” card shuffler casing and mechanism (for novelty)
8. Built-in music or song playback device, or funny voices
9. Microprocessor control for card shuffling action
10. Throwable design
11. Zero-gravity-friendly design (for astronauts on the I.S.S.)
12. Electronic scorekeeper/ranking list addition
13. Upload link to global rankings or score-list server
14. Card acrobatics – a separate mechanism for “playing” with discarded cards during game play
15. Actually make mechanism automatic/hands free (maybe touch sensor activated by weight of cards)
16. Voice activated (respond to a name)
17. Single deck feed
18. Adapt shuffler so it is able to shuffle other objects (candy, marbles, etc)*

Card Re-organizer

19. Vision sensor for card recognition
20. Child safety lock
21. Face-down card orientating mechanism (makes sure cards all face the same way prior to organizing)*

Other/Cross-applicable Ideas

22. Unique styling/colorings (interchangeable?)
23. Transparent Casing
24. Solitary power source for both motors
25. Rubber-grip base and edges over entire device
26. Built-in lamp light for use during household power outage or outdoors at night
27. Commercial-use light accents/decoration (identify with casino/gambling image)
28. Offline game database for rules, suggestions, instructions, and safety warnings
29. “Swiss Army Knife” additions – cup holder, poker chip holder, bottle opener, etc.
30. Wasp saliva “paper” – an environmentally-friendly alternative to plastic for the casing
31. Metal gear solid system
32. iPod/music player dock with built-in speaker
33. Power outlet cord power option (retractable)
34. Wi-Fi connection for restaurant/casino/lounge location search
35. Waterproof exterior (hide exposed gears or mechanisms)
36. Built-in Breathalyzer (to prevent guests from leaving the game night to drive under the influence)
37. Include paper instruction manual/safety guide
38. Have device deal cards too (some kind of lazy Susan-ish mechanism), can input number of players and number of cards per person
39. While shuffling or reorganizing, device would notice missing cards in the deck and which ones
40. Automatic/non-removable card dispensing tray
41. New kind of table that had slot for/was incorporated with card shuffler/snacks/etc (built-in)
42. Fun facts about cards, card games, etc pop-up after each round of shuffling
43. Built in air freshener
44. Wheels with stoppers/locks to facilitate moving device out of the way after use or passing between players
45. Built-in ashtray and lighter
46. Build-in AM/FM radio or Satellite/XM radio
47. Bulletproof?
48. Collapsible/Foldable for easier storage
49. Fireproof—add a layer of fireproof material from fireman suits, also adds softness
50. Include safe to keep your gambling money safe, hidden and separate from other money
51. Built-in fan in case of hot weather or outdoor use
52. If no automatic score keeping, built-in pencil sharpener and many sticky notes for scorekeeping

Automatic card shuffler opportunity