'ThinkToronto' is a comprehensive product-service experience developed for Toronto Global to improve their investment attraction strategy. ThinkToronto provides information to foreign direct investors at key touch points throughout their decision-making process. This strategic multi-channel initiative includes a web-based dashboard 'ThinkToronto.com', an augmented reality sector atlas and an in-office interactive touch screen.
Client: Toronto Global
Services: user research | design research | service design | UX design | product design | design strategy
ThinkToronto.com
Sector atlas
In-office interactive touch screen
Context
Currently few resources exist to highlight the key features of the Toronto region's economy, talent and infrastructure to foreign direct investors. By matching investor needs with the key business attributes of the Toronto region, there exists the possibility to increase foreign direct investment capital flows.
UNDERSTANDING THE USERS
The project began with several interviews with the client to understand their business model and gain a preliminary understanding of foreign direct investors and their particular needs, behaviours and mental models. The information collected from the client was used to scope the project and research plan. Assumptions about the users and a 'how might we' question were generated on a workshop basis.
'HOW MIGHT WE' QUESTION
How might we help investors get acquainted with potential business opportunities in the Toronto region?
RESEARCH GOALS
1. What factors affect the decision-making process of a foreign direct investor?
2. What are the determinants of foreign direct investment?
RESEARCH METHODS
1. Interviews
Interviews were the primary research methodology to gain insight about investors' workflows and decision-making processes. The qualitative data collected was used to create personas and experience mapping. The data was also analyzed to reveal opportunities for new service touchpoints.
2. Secondary Research
A literature review was conducted to understand the psychology of decision-making and the determinants of foreign direct investment.
KEY FINDINGS
1. The Toronto region is seen more of an immigrant destination than an investment destination.
2. Being able to directly experience the Toronto region is an important part of the investor's decision-making process.
3. Professional connections make the difference for investors. There are additional opportunities for Toronto Global to influence potential investors during their inaugural trip to the region.
User journey map
PROTOTYPING
Early flow option
User flow sketch
ThinkToronto.com desktop user flow
ThinkToronto is a web-based dashboard that promotes the Toronto region as a business investment destination to foreign direct investors. The features of ThinkToronto are intended to help investors visualize business opportunities within the Toronto region.
ThinkToronto.com landing page desktop screens
Value Proposition
Toronto is often not recognized as a leading North American business destination and remains invisible to many potential investors. Bold value propositions on the home page highlight the strengths of the Toronto Region making the invisible visible.
ThinkToronto.com 'Value Proposition' desktop screens
Business Ecosystem
The discover your sector feature is a tool to help investors understand their business ecosystem by exposing talent, competition, transportation systems, support services, tax laws, infrastructure and real estate values.
ThinkToronto.com 'Discover Your Sector' desktop screens
Discover New Possibilities
The new possibilities feature helps investors explore new areas of opportunity for expansion.
ThinkToronto.com 'Sector' and New Possibilities' desktop screens
Information Library
The ‘My Library’ feature allows investors to keep a repository of their interests on the website. It also acts as a touch point for Toronto Global to engage with investors and plan site visits.
ThinkToronto.com 'My Library' and chat window desktop screens
Service blueprint
Outcome
Using the ThinkToronto product line, Toronto Global is able to better acquaint investors with the full range of business opportunities available in the Toronto region.
