FACULTY OF APPLIED COMMUNICATION

TRIMESTER 1 2020/2021

FAC 1/2010

DESIGN THINKING FOR STRATEGIC

MR. MOKHTARRUDIN BIN AHMAD

UrSafe : PERSONAL SAFETY APP

GROUP ASSIGNMENT

DATE OF SUBMISSION : 15 JULY 2020

GROUP MEMBERS ID NUMMBER

REZA IR AMREY BIN AMRIN 1191302633
MUAZ MUQAWQIS BIN AZFAR 1191302250
NIMITHASHREE PALRAJ 1191302194

PROPOSAL
1. INTRODUCTION

 Despite the gender, whether it’s a man or a woman today safety has been the

biggest question mark globally. Even a man could be a victim of sexual

harassment. However, women being portrayed as soft as flowers are the targets of

sexual harassments. Thus, the victims of sexual harassment are more likely to be

women. Though, whether it’s a man, a woman or even a child, every victim of

sexual harassment feels stigmatize, humiliated and unable to speak up or even call

for help when they actually need help as there also people who blames the victim

for being sexually harassed. Therefore, we here are proposing an app for those

victims which is UrSafe App.

 UrSafe is a personal safety app that enables the victims to call for help when they

are in need or being sexually harassed. This personal safety app keeps every user

of this app whenever they go by allowing the users friends and family to track and

view their location to ensure their safety. They can also be notified instantly with

live audio and video to monitor unsafe situations of the victims. This app is also

geo located and is integrated with public safety agencies in over 200 countries to

provide the users with security globally. Users are also enabled to have their

designated safe word that can be triggered into a positive reaction towards the

victim in milliseconds.

 UrSafe alert system also connected to local police station alert system whenever

the user taps the alert button for any harassment emergency.

2. OBJECTIVES
  To help users communicate with others when the users need help immediately.

 To enable the users to feel much safer as their location can be viewed and

tracked by their friends and family.

 To provide 24 hours security to the users globally.

3. TARGET GOAL

 To protect the user’s personal safety as well as the safety and security of their

loved ones as this app is designated to help people of all ages despite their

gender by providing 24 hours security and make sure the users feel safe.

 To ensure victims/users have a voice to be heard when they are getting

harassed, by sending out messages to those nearby.

 To help convince victims/users that they are not alone and there are people

who are willing to help them in any means necessary.

 To prevent the situation becoming any more worse.

4. TARGET AUDIENCES

 Women, men and children.

5. KEY CHARACTERISTICS IN  URSAFE PERSONAL SAFETY APP  

  Consistent 

o UrSafe is a friendly user App for anyone to use especially during

emergency situations. This App will be the first sexual and rape alert

app that available for all smart phone that can be download from

Google Play Store, App Store, Microsoft store and also Huawei App

Store. 

o UrSafe is linked to local police stations all over the world through their

alert system. This app is connected with a Google Maps GPS system.

o This app is also connected via bluetooth.

o  This app will be updated once a month for an upgrade or for a bug

fixed. 

 Agile

o UrSafe app interface is convenient and user friendly. It enables the user

to turn on or turn off the GPS location by themself. 

o The features in this app is it enables the user to call the emergency

number directly from the app.

o Our hotline number is provided in the app if someone needs assistance

on how to use the app or someone wants to make a complaint about the

app. 

o The size of the app that can be downloaded from Google Play Store,

App Store, Microsoft Store and Huawei Store is only 23 Megabyte. 

 Focus on future

o By following the design thinking non linear process to create this

personal safety app which is empathise, define, ideate, prototype, and

test this app will be a success in future as it is able to avoid and reduce

upcoming problems such as sexual harassments and rape cases all

around the world. 

o Based on the rape victims and victims of sexual harassment, the

victims were unable to call for help when they were needed help. Thus,

this personal safety app is able to help such victims and avoid vulgar

attacks on the victims or users. Also, the users will be able to call for

help in various ways such as having their own designated safeword and

being monitored by their loved ones with the users permission

acknowledgement.

o This app focuses on the future by dividing its percentage into 80% as

problem solving and 20% as resources.

 Integrate stakeholders

o The management of UrSafe App has integrated with stakeholders

especially at the validation step to manage this critical success variable

and by maximizing the stakeholder integration, UrSafe App is essential

to have an effective communication management system. As urban

stakeholders of UrSafe App which includes Government and Public

Safety Agencies, this app ensures the safety of users at public places to

make safer decisions.

 No one size fits all

o UrSafe management believes that our app is not a “one size fits all”.

This is because we believe that every user who uses this app may have

different needs. That is why we created a lot of functions to help the

users against sexual harassment. Some users may want to feel safe

when they go out thus the live location gps may help them feel at ease,

some users who face sexual harassment are too scared to act hence

why we made the function of calling the authorities or alerting people

nearby with a click of a button, and some users may just want to be

heard and that is why we created a section where they can write about

their stories or alert others of possible locations of harrasers. 

 Consumer-centric

o UrSafe app always ensures that our users come first. Our very app was

created based on the users need which is to prevent sexual harassment.

Our app functions such as alerting local authorities, and live locations

are closely based on the needs of the users. We analyze the users needs

and make them accessible anywhere and anytime. We also use the data

gained from users to put warning alerts about locations that have been

known to have sexual harassment cases to further innovate the app. 

 6. BUSINESS MODEL CANVAS

KEY PARTNERS KEY ACTIVITIES VALUE CUSTOMERS CUSTOMER

PROPOSITIONS RELATIONSHIPS SEGMENTS

- Support staff - Provide 24 hours - Provide 24 hour - Track customer - Making sure the
security to safety app security system and satisfaction with right service will
- Technology partner users. support users to their surveys, reviews and be provided to the
satisfaction, resulting ratings. users at the right
- Search engines - Manage network in good reviews to the time.
effects. app and service.
- Public safety - 24 hours security
agencies -Enhance value - Handling all users providence.
proposition. personal safety with
- Police stations care and great - Support staff
- Enables victims to responsibility. should stay up to
- Safety app users date with the app
call for help when
they are in need. - Immediate response and communication
when users seek for service.
help.
KEY RESOURCES CHANNELS

- Email -Appstore/ Playstore

- Mobile Phone/ - Websites, search

Laptop engines

- GPS - Social media

platforms
- Websites
- Direct emails
- Global network

- User experience

- User data/
algorithms

- Skilled staffs

- Messaging software

COST STRUCTURE REVENUE STREAMS

- Support staff salaries - Excellent response time to help and provide security.
- Platform subscriptions
 - Clear communication through all channels.
- Technological hardware to manage the app. - Politeness and flexibility from the staffs
- Electrical bills should be closely monitored. - The software will remain user friendly especially to new
users and also to solve their problems.

7. CONCLUSION

 We have been living in a world today that has been increasingly unsafety

issues. Therefore, UrSafe has accomplished in creating a personal safety app

that ensures the safety of the users by providing them 24 hours security where

they can be viewed and tracked by their loved ones and have their own

designated safe word that could provide them help within seconds.