Design Research
UX Design
3-month project
3 XD graduate students
Our team–Cindy, Taanya, and I–are graduate students studying Experience Design (XD) at San José State University. Besides Downtown San Jose (DTSJ) is said to to be in a post pandemic decline, we observed that DTSJ has a lot of empty storefronts. Despite DTSJ being a short walk from campus, students tend to stay on campus. This led us to research:
Is downtown San Jose a safe place for small businesses to thrive?
We began this project by acknowledging our assumptions about Downtown San Jose (DTSJ), shaped by perceptions of its post-pandemic decline—such as an increase in homelessness and urban blight. However, our research revealed contrasting perspectives. While those unfamiliar with DTSJ often express safety concerns, residents and individuals familiar with the area generally consider it safe.
As a result, instead of directly addressing safety concerns in DTSJ, our design explores opportunities to change the perception that 'DTSJ is unsafe.' Despite issues such as theft and a lack of streetlights, small business owners consider DTSJ a desirable business location due to its foot traffic and city subsidies.
Small Business Resource Ambassador
Business Owners may not have access to the resources available to them, especially those who prefer talking in-person or who aren't tech savvy. Small business resource ambassador's job is to talk directly to small business owners on a regular basis and help them out issues they are having.
Local BizConnect Application
The Local BizConnect app empowers small business owners in DTSJ by fostering connections with other businesses through Business Owner Group Chats.
The Local BizConnect app serves as a resource hub, providing access to information on community partners, grants and loans, and resources from the San Jose Downtown Association.
The Local BizConnect app offers a direct channel for small business owners to contact Groundwerx and the Social Impact team, making it easier for their business community to be safe and friendly.
The Local BizConnect app provides a shortcut to call SJPD for quick assistance.
San Jose Hearts Campaign
DTSJ small business owners, downtown association and locals can write what they "heart" about the city - these can be promoting the city, announcing special events and suggestions to visitors. Submitting through the DTSJ heart website, these promotions messages will be painted on hearts on the sidewalk for daytime viewing, and projected on hearts on the walls of DTSJ buildings for evening viewing.
Small Businesses - SJSU Partnership Course
This partnership course acts as an intermediary between students and business. Students get course credits and real-world experience to work with businesses to solve their problems. Businesses get quick and cost-efficient solutions. This is mutually beneficial for both students and businesses. Relationships between small business owners and students result in lasting connections between DTSJ and SJSU.
And we found stories like:
Delving into the safety concerns of small businesses in DTSJ, we discovered that safety encompasses more than tangible security measures like alarm systems, cameras, and locks. However, hiring private security is uncommon for small business owners who usually have a limited budget. Calling a police officer is usually an afterthought and inefficient way to protect their property. As a result, small business owners heavily rely on themselves and community support, such as providing good customer service means good safety, and neighboring stores offering mutual assistance when they encounter incidents.
Moreover, business owners or employees typically arrive before the store opens and leave after it closes. Their personal safety when walking on the streets near the store has always been a concern for them. Increasing foot traffic not only leads to more sales for small businesses, but also correlates with public safety conditions in DTSJ. If the downtown area is perceived as a safe and fun place to visit, it will attract people to DTSJ; more people means more safety.
After thoroughly understanding small business owners’ pain points regarding public safety, we developed a framework (shown below) that demonstrates public safety as a layered issue involving government, infrastructure, spaces & places, people, and small business owners.
We reframed our research questions by incorporating insights gathered from small business owners, their employees, and safety experts in DTSJ. Our focus is now on:
HMW empower new business owners to adopt intangible strategies for protecting their business?
HMW ensure all small business owners have access to the resources that are most relevant to them?
HMW build an understanding that DTSJ is vibrant and safe?
Guided by our HMW questions and Design Guidelines, we explored solutions to address the layered public safety challenges that small businesses in DTSJ are facing.
