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Chris Tsuyuki Alan Liu Maria-Alejandra Icaza
Chris Tsuyuki
Alan Liu
Maria-Alejandra Icaza Paredes
Service Design M.F.A.
Design Management M.F.A.
Industrial Design M.A. Furniture Design M.A.
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PROC ES
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K O O B S
Students develop original design concepts for commercially marketed and sold products, communications, environments or services.
Business plan development, technology transfer, offshore sourcing and alliances with partners and suppliers are integrated into the student’s design skill set.
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This course presents the principles of project planning and implementation critical to forming a profitable and successful new business entity.
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Design Innovation Development and Marketing Strategies
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NETWORK ANALYSIS & DESIGN CONCEPT
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DEFINE NETWORK USERS
Othering Brainstorm Brief Statement Concept Development Expound Concepts Aging Population 2x2 Matrix SWOT Stakeholder Maps User Groups Othering of Immigrants 2x2 Matrix SWOT Stakeholder Maps User Groups Othering of Sexual Orientation PESTLE 2x2 Matrix SWOT Stakeholder Maps User Groups Concept Selection Creative Brief
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How Might We? The Five W’s Network User Research Secondary Research Survey Primary Research Plan Data Synthesis & Analysis Personas The Five Whys
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COMPETITOR RESEARCH & ANALYSIS
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Competitor Analysis WWF Business Canvas Model SWOT PESTLE Porter’s 5 Forces Different Vs. Good Financial Analysis TOMS Business Canvas Model SWOT PESTLE Porter’s 5 Forces Different vs. Good Financial Analysis Business Canvas Model Comparison Strengths Weaknesses How to Improve Long Term Success
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BUSINESS MODEL GENERATION84
PROTOTYPING & BRAND DEVELOPMENT
Business Model Generation The ZAG Design Criteria Value Proposition Business Canvas Model Value Proposition Canvas SWOT
Brand Development Brand Identity VR Mood Board VR User Journey Supper Club Experience Website Email Notification Badge Feature System Design Testimonials ABC...Q Budget Financial Information
DOCUMENTING USERS Documenting Users User Scenarios John Sandra Justin Prioritization of Features User Journey Map
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104 105 106 107 108 109 110 116 117 118 120 122 123 124
SALES PITCH VIDEO
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WORKING WALL
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REFERENCES
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The opposite of othering is belonging. Othering is an us vs. them mentality, rooted in ignorance and fear, which treats the other person or group as alien. Differences can be perceived as a threat that must be contained or destroyed.
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Our goal is to develop and pitch a socially innovative product or service. We evaluated three social issues pervasive in the United States: aging populations, the othering of immigrants, and the othering of non-heterosexual orientations. The baby boomer generation is retired or retiring, yet they’re expected to live into their hundreds. Our social systems are not well-equipped to address this aging population’s emotional, economic, medical and social needs.
Tolerance and acceptance are historically on the rise for non-heterosexual orientations, especially with the 2015 passage of the 14th Amendment, protecting the rights of same-sex marriage. However, confusion, ignorance and intolerance still abounds for non-binary sexual orientations.
Xenophobia and nationalism are on the rise in the United States, evidenced through politics, legislation, and protests. The changing demographics of the country are creating a great deal of anxiety amongst different populations, driven by angry rhetoric and media coverage.
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We evaluated these three concepts for viability through the use of mind maps, 2x2 matrices of competitors, and SWOT analysis. We created relational stakeholder maps to understand the users in each concept and how they related to one another in an ecosystem. We then broke these down into key user groups to further expound upon their demographics, industry, communication methods, touch points, networks and future needs and concerns.
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Aging Population
Othering of Immigrants
Othering of Sexual Orientation
“It matters not who you love, where you love, why you love, when you love of how you love, it matters only that you love.�
-John Lennon 11
Aging Population Cleaning/Maintenance Smaller apartments
B asic necessities Living Situation
Entertainment
Safety/Security
Experiences
Transportation AGING POPULATION
Groceries
Food & Cooking
Healthcare
Emotional wellbeing
Education/New Careers
Family/Relationships Socialization/community
Financial, life planning
Dating
Othering of Immigrants Accents/ language
Irrational fears-Job depletion Irrational fear Not assimilating Tribalism Ignorance
Misunderstood Othering of immigrants Fear of demographic change
Dress Fear of different culture/ religion Customs
Nationalism Legal protections
Immigration caps
initial Shock
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Othering of Sexual Orientation
B ias Heteronormative
Older generations
Stereotypes
Family
Irrational fear Conservative culture Religion Status quo Media representation
Outcasting Othering through sexual orientation
Education Ignorance Legal protections Unfamiliarity Dissapproval
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Independent Ride Sharing: GoGo Grandparents Assisted Living: Brookdale Senior Living
Retirement Home: Green House Project
At home cleaning service: Harmony Caregiving
Continuing Education: Scott Community College
Live-in Nurse: Consultus Care
Gov't: Sweden's In-Home Assistance Program
Non-Profit: AARP
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Emotional Health: Paro Robot
Skilled Nursing Facility: Genesis HealthCare
Paid caregivers: care.com
Volunteers: Elder Helpers
Ride-On Shuttle Service
Senior Discounts
$$$ Hospice: National Hospice and Palliative Care Organization
Meal Delivery Service: Meals on Wheels
Volunteers: Senior Rides
Informal caregivers: Visiting Angels
Adult Daycare: A Place for Mom
Skilled Nursing & Retirement: Azalealand
Move in with Relatives
Dependent
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STRENGTHS Affordable, valuable Empathetic Integrate new tech
Caring for underserved population Addressing unmet needs
OPPORTUNITIES
WEAKNESSES Constant change of the user Amount of personnel required
Fear of socialism Private sector competition
THREATS
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ACCEPTANCE Academic: Othering & Belonging Conference
Project: I Get You
Heritage & History: Densho Project
War torn: Action Aid USA
Academic: Othering & Belonging Journal
Parade: West Indian Day Parade
Training & Employment: UN Refugee Agency + Starbucks
Legal Advising: RAICES
Academic: Pluralism Project
International Collaboration: UNESCO
Media: Ask a Muslim
Media: Code Switch podcast
Crisis Support: Google Crisis Fund
Events: Festival of Muslim Cultures
Academic: Haas Institute
Project: All together now
Children care of refugee families: Carry The Future
Project: The STRP: Solving The Race Problem
ACCESSIB LE
LIMITED ACCESS
Legal Labor: EB-3 Visa
Media: Breitbart Advocacy Group: Federation for American Reform
Advocacy Group: Dustin Inmann Society Advocacy Group: Aryan Nations
Advocacy Group: ACT for America Advocacy: Unite the Right rally Media: Stormfront
Donald Trump
NON-ACCEPTANCE
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STRENGTHS
WEAKNESSES
Empathetic generation Intersectional Timelessness
Abstraction of topic Overly complex
Create belonging Educate, stop ignorance Lack of competition Global Issue
No adoption Resistance to concept Misinterpretation
OPPORTUNITIES
THREATS
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PESTLE is a mnemonic which in its expanded form denotes P for Political, E for Economic, S for Social, T for Technological, L for Legal and E for Environmental. It gives a bird’s eye view of the whole environment from many different angles that one wants to check and keep a track of while contemplating on a certain idea/plan.
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ACY
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ON
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10. Religion: Human right campaign 11. Anti LGBT Groups: Concerned Women for America 12. Religion: Metropolitan Community Churches 13. Education: Stonewall.org 14. Celebrities: Lady Gaga 15. Legal: Movement Advancement Project 16. Belief System: Rejectionism 17. Art: Jeremy Novy 18. Art: Michael Mahaffey
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19. Culture: Lambda Literary 20. YouTube: LGBT 101 21. YouTube: Queer Kid Stuff 22. Ted Talk: "A Little-Told Tale Of Sex And Sensuality" By Sheeren El Feki 23. Scholarship: Stephen P. L'Italien Memorial Scholarship- LGBT
TARGET AUDIENCE: NON ACCEPTING POPULATION
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1. Organization: SF LGBT Pride Celebration 2. App: LGBTQutie 3. Art: Pansy Project 4. Online Community: Indian Aces 5. Event: Milkshake Festival 6. Youth Development Organisation: IGLYO 7. Documentary: Out & Around 8. Open Discussion: LGBTQ Discussion Group in UVU 9. Certification: LGBT Business Enterprise Certification
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24. Sex Education: Untaboo 25. Advocacy Group: American Family Association 26. Documentary: The Abominable Crime 27. dvocacy Group: Nat'l Assoc. for Research & Therapy of Homosexuality 28. Conversion Therapy: Joseph Nicolisi Reparative therapy 29. Christian Reconstruction: American Vision
1. Organizatio 2. App: LGBTQ 3. Art: Pansy P 4. Online Com 5. Event: Milks 6. Youth Devel 7. Documenta 8. Open Discu 9. Certification
ADVOCACY
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10. Religion: H 11. Anti LGBT 12. Religion: M 13. Education 14. Celebrities 15. Legal: Mov 16. Belief Syst 17. Art: Jerem 18. Art: Michae
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19. Culture: La 20. YouTube: L 21. YouTube: Q 22. Ted Talk: " 23. Scholarshi
TARGET AUDIENCE: NON ACCEPTING POPULATION
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24. Sex Educa
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8 TARGET AUDIENCE: ACCEPTING POPULATION
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25. Advocacy G 26. Document 27. dvocacy G 28. Conversion 29. Christian R
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EDUCATION
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doctors retail owners
therapists
service providers
celebrities
activists
supreme court justices
social media influencers
policy makers
religious leaders
advocate for an organization human resource agents
non-hetero
people
lawyers
law enforcement agent
family
friends
help center staff
bloggers
romantic partners
event organizers and attendees
advertising agency designer
support group leaders
journalists
podcasters
I want to use my voice to promote my point of view
artists
social media
educators
community members documentary
filmmakers
online community members
teachers
nightclub goers
club creators
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Problem Statement Younger generations and society as a whole are beginning to shift their understanding of sexual orientation away from old binary models (straight/gay) and towards a more inclusive, fluid non-binary model. Breaking away from heteronormative and hegemonic ways of thinking has proven difficult for certain communities and demographic groups. Opportunity To foster empathy towards those of a non-binary sexual orientation.
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Scope Through primary and secondary research, we will identify global patterns of behavior and biases towards the LGBTQIA community as well as identifying direct and indirect competitors in the marketplace. We will research and track market and consumer trends that impact our core inquiry. Through primary research, we will focus on specific user groups within in Savannah, Georgia and further afield via remote and virtual means. Methodology will include conducting interviews, cultural probes to gather quantitative and qualitative data, and other methods as deemed necessary. We will gather data on users’ beliefs, fears and desires to better address the issue of othering of non-binary people. This will help develop our understanding of the current and ideal states, allowing us to design an innovative and effective solution anchored in empathy and belonging. 32
How might we positively affect the way people feel towards non-heterosexual orientation generally? How might we positively affect the way people feel about non-heterosexual orientation when it comes to a family member or close friend? How might we address the confusion people have about non-heterosexual orientation? How might we foster an environment of belonging and acceptance? How might we promote empathy towards non-heterosexual people in a heteronormative society?
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WHO
We will focus our efforts on those who are biased and exclusionary towards others based on a heteronormative bias.
WHAT
A product or service that fosters empathy and overcomes ignorance between those communities and demographic groups who tend to be biased or exclusionary towards others because of a heteronormative bias.
WHEN
On a weekly basis.
WHERE
Communities within the greater United States of America.
WHY
Education and empathy towards others who are different from us reduces violence and biases and creates a more inclusive society.
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Community
Educators
Friends / Family
Queer
Members of a community who interact informally with queer people
Educators who work directly or indirectly with queer people, particularly in middle school and high school when they are identifying their sexual orientation and coming out
The friends and family of queer people often have the most direct connection. Their level of acceptance and understanding of non-heterosexual orientation can have a significant negative or positive impact
The affected user group, who is on the receiving end of the othering treatment, resulting in emotional distress, dehumanization and alienation
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Over HALF LGBTQIA employees hide their sexual orientation at work. 92% of LGBTQIA youth say they hear negative messages about being LGBT. The top sources are school, the internet and their peers. 4 in 10 LGBTQIA youth (42%) say the community in which they live is not accepting of LGBT people. 37
To direct our research efforts, we ran an online survey nationwide for two weeks. We received twenty-five responses from people who identified as queer/non-heterosexual. We asked respondents about the frequency of othering and to go into detail on a memorable experience of being othered. We partnered with SCAD’s Queers and Allies (QAA) club to share the survey.
1. H ave you ever experienced being othered as a result of not being heterosexual? 2. How often do you experience being othered? 3. Please describe what happened during this othering incident. 4. In what context did this occur? 5. During this incident, who was doing the othering? 6. How did you respond to this incident in the moment? 7. During or after this othering incident, what emotions did you feel as a result? 8. Please expand on the emotions you felt as a result of being othered. 9. If you could guess as to what motivated or drove this othering behavior by the other person, why do you think they othered you?
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Overwhelmingly, 88% of respondents have experienced being othered as a result of not being heterosexual 28% of respondent reported othering happening to them on a weekly basis, while an additional 28% reported it happening on a monthly basis Of those surveyed, the othering occurred most often in a social setting or at school 48% of respondents were othered by a complete stranger (community member), 32% by a friend or family member, and 28% by an acquaintance As a result of being othered, the most reported emotions were feelings of isolation or alienation; feelings of shame; sadness and anger or rage
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celebration
Based on survey feedback and secondary research, we organized our interview efforts on capturing the user groups that most directly impacted queer respondents. Interviews were also prioritized based on availability and to ensure that at least one person was interviewed per user group.
visibility & accurate portrayals
the language we use
lack of familiarity (dehumanization)
equal employment opportunity
legal protections & politics
Trojan horse education
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Research Goals 1. How do people feel about non-binary/queer sexual orientation generally? 2. How do people feel about non-binary/queer sexual orientation when it’s someone who is their family member or close friend? 3. What is confusing to people about non-binary/queer sexual orientation? 4. What do people feel needs to be changed or understood before they can be more accepting of non-binary/queer sexual orientation?
Interview Lexicon 1. 2. 3. 4. 5. 6.
Lesbian: women attracted to women Gay: men attracted to men Bisexual: attracted to both sexes Intersexual: do not fit the typical definitions for male or female bodies Asexual: lack of sexual attraction to others Queer: umbrella term for non-heterosexual and gender minorities
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Community Interviewees 1. How do you feel about non-heterosexual orientation generally? Please explain why in more detail. 2. Please rate your level of interaction with non-heterosexually oriented people on a weekly basis in your everyday life (at work, school, within the community). 3. Probe: ask follow-up questions based on their level of interaction being high or low to find out exactly why. 4. Please rate your level of interaction with non-heterosexually oriented people on a weekly basis in your personal life (friends, family). 5. Probe: ask follow-up questions based on their level of interaction being high or low to find out exactly why. 6. What is confusing to you about non-heterosexual orientation? 7. What do you think needs to be changed or understood before we, as a society, can be more accepting of non-binary/queer sexual orientations?
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Friends/Family Interviewees 1. How do you feel about non-heterosexual orientation generally? Please explain why in more detail. 2. Please tell me about a time that a family member or close friend came out to you as nonheterosexual. When did this happen? 3. How did this experience make you feel in the moment? 4. How do you feel about this experience now? What has changed? What helped you adjust or shift your views? 5. What concerns or worries do you have for your family member or friend that arise out of their being non-heterosexual? 6. What is confusing to you about non-heterosexual orientation? 7. What do you think needs to be changed or understood before we, as a society, can be more accepting of non-binary/queer sexual orientations?
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Educator Interviewees 1. How long have you worked in education? What ages/grades/level do you teach? 2. Have you ever had an issue with a non-heterosexual student who was being bullied or acting out? If so, what happened and how did you handle the situation? 3. Has a student ever approached you seeking counsel or assistance with the process of coming out or other issues related to being non-heterosexual? 4. What concerns or worries do you have for your students that arise out of their being nonheterosexual? 5. How do you feel the other students perceive and accept non-heterosexual students in your school? 6. What is/has been your school’s stated policy regarding non-heterosexual students? 7. What is confusing to you about non-heterosexual orientation? 8. What do you think needs to be changed or understood before we, as a society, can be more accepting of non-binary/queer sexual orientations?
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Queer Subject Matter Interviewees 1. What is your role at the Center? What does that entail on a day-to-day basis? 2. Have you ever experienced the feeling of being othered or biased against as a result of being queer? 3. What do you think is driving the othering of and bias towards those of a non-heterosexual orientation? 4. In your role at the Center, what is the most common complaint or concern you hear from your community? Please explain in detail. 5. What effect does this have on people? 6. What services does the Center offer to the LGBTQIA community? Approximately how many people in the greater Savannah area do you serve? 7. In your experience, who is most intolerant towards non-heterosexuals? 8. Could you please list and define all the sexual orientations currently recognized? 9. What do you believe is most confusing to people about non-heterosexual orientation? How can we bridge the gap to understanding? 10. What do you think needs to be changed or understood before we, as a society, can be more accepting of non-binary/queer sexual orientations?
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Queer Interviewees 1. Have you ever experienced the feeling of being othered or biased against as a result of being queer? 2. How often do you have these experiences? (Weekly, monthly, yearly) 3. Please pick one such incident and describe in detail what occurred. 4. In what context did this occur? Who was doing the othering or being biased towards you? 5. How did you respond to this incident in the moment? 6. During or after this incident, what emotions did you feel as a result? 7. If you could guess as to what motivated or drove this othering behavior by the other person, why do you think they othered you? 8. What do you think needs to be changed or understood before we, as a society, can be more accepting of non-binary/queer sexual orientations?
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To organize our insights, we created empathy maps around each user group. We further developed those thoughts, feelings, actions, views and experiences into personas for each user group based on our insights.
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Empathy Map Canvas - Community I’m not used to seeing queer people kissing, but it’s no different from straight people
More informed individuals could equal less hurtful comments
I find your queerness disgusting
Insecurities and learning to love yourself
For now, people are more accepting to compare with 10 or 20 years ago
Other sexual orientations are intriguing
I think queer people in media culture are helping to normalize it
I think the best way to reach people is casual one-on-one interaction
I think there are different levels of acceptance for different sexual orientation
Some of these movements come off as righteous and that turns people off
I worry about queer people when it comes to having children
I think a fun or creative experience will build a community
THINK+FEEL I had a Catholic education based on the golden rule
HEAR
SEE
Stop putting your queerness in my face. It makes me uncomfortable and I don’t get it
I look at same sex couples and try to determine who’s filling which role (dominant/ nondominant)
Queer community wants to be embraced and accepted, not just tolerated because they really want love, safety, and security.
I see more stigma and challenges around trans people
SAY+DO I don’t care who you love, it doesn’t affect me
I have many queer friends and I interact with them in my daily life
It pushes me away when you make a point of being different
PAIN Closed minded/ conservatives don’t support different people
Older generations keep their close-minded beliefs
Heteronormativity has gotten the public thinking homosexuality is wrong to some level
I think there is ignorance linked to religious beliefs
I don’t know many queer peole
I am open to any sexual orientation
My parents said ppl are born gay that’s always accepted and they taught the golden rule
GAIN Young generations pushing for a change in society behavior towards acceptance
Biology plays a part in sexual orientation and the empathy level that is felt
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HOBBIES
RELIGION/BELIEFS
COMMUNITY
EDUCATION LEVEL
HOBBIES
COMMUNITY
RELIGION/BELIEFS
EDUCATION LEVEL
HOBBIES
COMMUNITY
RELIGION/BELIEFS
EDUCATION LEVEL
Empathy Map Canvas - Educators
I worry about my intersectional students
I think we should start to educate ppl at high school
I think queer dubs and safe spaces send the wrong message to students.
THINK+FEEL I keep hearing LGBT education that is misinformed
I hear the older generations being the most intolerant
My students tell me they are uncomfortable with my queer student
HEAR
SEE
I didn’t have a lot of students come out but I know it was going on
SAY+DO I attend support groups that offer a safe place to talk
PAIN There is a lot of pressure on students to identify
I see students thinking bisexual/ lesbian is “cool”
School don’t allow faculty member or librarian to come out
I want it to be normalized
I see boys coming out in high school having a harder time
I tell my students it’s presumptions to assume any queer person will be attracted to you
GAIN I think a lot can be gained from a short conversation about empathizing
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HOBBIES
EDUCATOR
RELIGION/BELIEFS
EDUCATION LEVEL
Empathy Map Canvas - Friends & Family
I think she’s doing it for the shock value
I viewed for coming out as experimentation
Coming out to your family and not being taken seriously about it
THINK+FEEL Ignorance because a lack of exposure
Many ppl are othered by their family, and can’t tell their family or their family don’t want to face it
HEAR
SEE
I think her feminist ideas push men away
I don’t think my daughter is queer she’s never had trouble attracting men
SAY+DO Family knows I’m queer but continues to use slurs
Family and friends need time/ info/ understanding when accepting queerness
Relatives speak impolite to me, won’t use the prnoun, and don’t understand you don’t call people it
PAIN My religious beliefs make it hard to accept queerness
My family is so biased, I would never feel comfortable coming out to them
I don’t want my queer friend around my child
My sister has had just as many female partners as me but doesn’t identify as queer
If my kid is queer, I would support them
We assume she is queer from what we saw on Facebook
Relatives won’t take the time to learn
We saw her wearing a “male” attire and in the company of a female; we assume she is a lesbian
GAIN My accepting perspective comes from my upbringing
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HOBBIES
RELIGION/BELIEFS
FRIEND/FAMILY
EDUCATION LEVEL
HOBBIES
FRIEND/FAMILY
EDUCATION LEVEL
RELIGION/BELIEFS
Empathy Map Canvas - Queers I feel misunderstood and fearful
I suffer in silence
I feel ashamed
I feel worried and unseasy
I feel confused by labels
I feel powerless and pathetic
I feel sadness
I feel anger, sadness and isolation when I am attacked
I was annoyed n confused why ppl don’t understand coming out is a highly intimate disclosure
I feel isolated and rejected and that is painful
THINK+FEEL
I experience hate speech
I hear homophobic and transphobic jokes and I feel I can’t trust people I know
People think I am queer for attention
I have had to put up with negative comments and pamphlets thrown at me
HEAR
SEE
We are out here and we are normal
There is a lack of knowledge and empathy
The workplace pushes me to fit inside the norm
SAY+DO Most ppl only come out to ppl who they feel comfortable
Even for queer ppl, we don’t always know how to say the right thing
I try not to let it affect my sense of self
I stood my ground and tried to normalize queerness
PAIN We are aften victims of hate crimes
I just want to fit in somewhere
We don’t choose to be gay
I feel I need to change my outlook and don’t draw too much attention
I tend to ignore hurtful comments
A desire to show who they really are
Most LGBT youth don’t have problem with their identity
I feel happier when I am out to my family
GAIN I think things will get better and we will live in progressive areas
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HOBBIES
QUEER
EDUCATION LEVEL
RELIGION/BELIEFS
HOBBIES
QUEER
RELIGION/BELIEFS
EDUCATION LEVEL
FRIENDS & FAMILY Our research insights reflected that the two user groups with the most bias and direct impact on our affected user group were Friends & Family and Community. In order to narrow down our scope, we used the Five Whys to make a decision. In selecting the Community user group, we felt that we were able to reach both user groups as Community is inclusive of Friends & Family, and would help create a greater paradigm shift in society.
WHY?
WHY?
WHY?
WHY?
WHY?
COMMUNITY WHY?
WHY?
WHY?
WHY? WHY?
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We analyzed two competitors working in similar spaces and capacities for social innovation as a means of researching our best business model approach. We selected a well-established global non-profit, World Wildlife Fund, and the one-forone retail approach of TOMS shoes. We compared the two business models against each other for weaknesses, areas of improvement and best long-term success.
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World Wide Fund for Nature
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THREAT OF NEW ENTRANTS - Sustainability startup accelerators incubating new entrants - Rise of sustainable design as an industry or practiced within companies - Growing popularity of corporations seeking B-corp status - Grass roots organizing to create legislative change and conservation efforts
MEDIUM
BARGAINING POWER OF SUPPLIERS - Environmental resources are limited and diminishing - Global warming having widespread, acute and permanent effects - Industrialization and urbanization impacting land, environment and available resources - Consumer and mass consumption culture putting pressure on land, environment and resources
RIVALRY AMONG EXISTING COMPETITORS - Limited variation in fundraising - Overlap in & cannibalization of conservation efforts MEDIUM
BARGAINING POWER OF BUYERS - Buyers are well educated on issues and demand sustainable practices - Donation (price) sensitive as most buyers consider donating an unnecessary expense
LOW
HIGH
THREAT OF SUBSTITUTE PRODUCTS/SERVICES - EPA and legislation deregulating and lowering conservation efforts - U.S. to withdraw from Paris Climate Agreement - Sustainability startup accelerators incubating new competitors/substitutes
MEDIUM
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THREAT OF NEW ENTRANTS - Increase in startups implementing one-for-one business model - Retained brand loyalty and recognition due to being first to market
MEDIUM
RIVALRY AMONG EXISTING COMPETITORS BARGAINING POWER OF SUPPLIERS - Must maintain positive working relationships with NGOs in 60+ countries - Supply chain infrastructure and legal concerns in each country - Developing countries are in need of donations and economic investment (TOMS factories located in affected regions)
- Diminishing brand identity and loyalty - One-for-one business model market increasingly cluttered - Differences in quality and aesthetics of products - Multiple direct and in-direct competitors - Limited economies of scale
LOW
BARGAINING POWER OF BUYERS - Price sensitivity - Brand identity and perception - Buyer's ability to substitute - Repeat purchase frequency and buying habits - Low switching costs
HIGH
HIGH
THREAT OF SUBSTITUTE PRODUCTS/SERVICES - High number of substitute products/brands available - Higher quality, more aesthetically pleasing product offering MEDIUM
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In this section, we established and defined who we are as a brand and used our insights to build a framework of design criteria. We created a business model canvas to define the key elements of our business and product. Our value proposition canvas aided us in designing a product through determining user tasks, pains and gains so that we could create a solution that solved the tasks, eliminated pains and established clear gains. Finally, we put our supper club solution through a SWOT analysis to determine internal and external forces at work.
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Who are you? We are a brand that seeks to foster empathy and create belonging. What do you do? We break down biases and ignorance surrounding nonheterosexual orientation. What’s your vision? We empower and educate society through an innovative and effective one-on-one solution anchored in empathy and belonging. What wave are you riding? We are capitalizing on the changes in consumer beliefs away from binary models of understanding sexual orientation and reactions against the “Trump Effect.”
Who shares the brandscape? We share the brandscape with other educational business models attempting to rewire the approach towards sexual orientation, such as LGBTQIA Centers, support groups, non-profit organizations, the Savannah LGBT Center and the First City Network. What makes you the only? Our brand is the only supper club that educates and nurtures acceptance among individuals in an intimate environment. What should you add or subtract? Add: We should adapt the business model for a global audience and establish ourselves in other countries around the world. Subtract: We should not seek to change the minds of religious and political leaders who express extreme bias against non-heterosexual orientations.
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Who loves you? Our community is comprised of non-binary sexually oriented people, the friends and family, educators and the greater community surrounding them. Who’s the enemy? We are concerned about rigid adherence to old ways of thinking about sexual orientation. What do they call you? CalamaLamaca How do you explain yourself? Breaking bias How do you spread the word? We partner with the LGBTQIA community and also implement social media awareness, word-of-mouth and traditional advertising. We will also use a virtual pop-up in mass market areas to create buzz and capture a broader audience.
How do people engage with you? People will engage with us through social media campaigns, email marketing, our virtual reality pop-ups and website. The primary point of engagement will be in our supper clubs, from the co-creation act of cooking together to sitting down to share a meal with strangers in an intimate environment. What do they experience? They will experience one-on-one interaction in a non-judgmental, safe environment which will ultimately lead to education around other sexual orientations and the normalization of queer culture. How do you earn their loyalty? We research and track the market and consumer trends that impact our core inquiry. We provide an intimate and unique experience that is pleasurable.
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How do you extend your success? We will adapt our business model for a global audience and expand to other countries. We will work to capture new markets, seeking to solve intersecting issues of othering such as nonbinary gender. We will create permanent restaurant and supper club locations. How do you protect your portfolio? We will set and uphold community standards within both the supper club and website experience so that these spaces are respectful, safe and free of judgment. We will capitalize on the advantage of being first to market with our concept.
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Least Important Moderately Important Most Important
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Empathetic Empathy is at the heart of everything we do. We seek to meet others where they are and to elevate the voices of those harmed by othering and bias.
Educational We strive to educate in a non-judgmental, safe space and through the encouragement of one-on-one interactions. No question goes unanswered.
Normalizing We strive to introduce and illuminate the experiences of queer people and nonheterosexual orientations so that they are normalized and widely-accepted.
Approachable We are not here to advance an agenda or rely on rigid rhetoric. We are fun, down-toearth and non-judgmental, speaking to you like a trusted friend.
Inclusive We work hard to recognize and elevate the intersectionality of other experiences, including but not limited to gender, race, nationality, ability, age, education and socioeconomic status.
Least Important Moderately Important Most Important
e v ha
We are Gender Fluid Adherence to strict gender roles and a binary model of gender creates resistance to our goal of breaking bias. By allowing our understanding of gender to be more fluid and spectrum-based, we can overcome bias and othering.
I am Trust Building We work from a foundation of trust, believing that all people have the capacity for change and empathy. We trust that we all want to work towards the common good.
We have No Labels We reject the labeling of people, which reduces empathy and limits the potential for understanding and belonging.
I am Universal We are not limited to a place, people or time as these issues are universal ones.
It is Empowering We empower individuals to identify, interrogate, educate and overcome their own implicit bias rather than judging or commanding them. It creates Understanding Through one-on-one interaction and the sharing of personal stories, we seek to build understanding between people. It is Unifying We bring people and communities together who may have previously been at odds or segregated from one another.
Least Important Moderately Important Most Important
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FOR
WHO
(OUR)
WE DO THIS BY...
UNLIKE (OUR)
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increased awareness
print ad campaign
conversations started around queerness
acceptance a stronger community
exposure to other perspectives
importance of queerness showcased
art installation
normalization of queerness in society
lobbying and activist network
Uber matching queer and non-queer people
reduction of biases
queer TV shows
positive interactions with queer people
YouTube channel normalized media exposure to queerness
pen pal program gay best friend
Tinder matching queer and non-queer people
seamless methods of information delivery
disapproval of non-heterosexual orientation
passive learning of easily adapted information equitable systems and policies
accept queer people
be less heteronormative
understanding
community event
social media campaign
stop making jokes or comments about queerness
stop criticizing queer people and culture
interact with and meet queer people
work with queer people
lack of desire to know about other sexual orientations lack of familiarity with queer people apathy towards queer people
socialize with queer people understand queer people
study with queer people
disapproval of public queer culture
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To further understand how each user might move through their journey, along with any issues they might encounter, we created detailed scenarios. We plotted out and prioritized features for our website to determine the user experience and interaction. A user journey map was created to map out their movement through our product lifecycle and identify key points of pain and gain.
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Getting to know the brand through a POP-UP (VR) Kanye goes to the mall
Kanye sees a crowd around a pop-up
Kanye gets in line for the pop-up
In line, Kanye is approached by a staff member who explains the experience
Kanye enters pop-up and puts on the VR headset
Kanye experiences positive and negative queer stories in the VR
Researching in the DESKTOP/MOB ILE) for Educational Information Kanye completes VR experience, removes VR headset
Kanye exits the pop-up
Will Kanye leave after learning what the pop-up is about?
Will Kanye be attracted by the popup?
Kanye goes on with his day
Will it be more beneficial to mention the supper club directly or give out general information?
People will evolve differently with the experience. Some will seek information and human interactions, some won't
Will Kanye exit this interaction and never want to re-engage with us?
We will need a script that sells the positive and non-threatening aspects of the VR experience
We will want an inviting setup and clear branding
Kanye receives information about the business
Kanye visits the CL website
Kanye clicks on Education
Educational aspect comes from information on the CL website
What kind of content does he encounter?
educational partner history of LGB TQIA user stories anonymous forum coming out stories videos FAQ
Kanye potentially exits CL business model
Option to connect to an ambassador who is farther along on the journey of acceptance (a.k.a. sponsor)
We provide Kanye with a cookie with CalamaLamaca information
Finding out about the SUPPER CLUB (DESKTOP/MOB ILE) and signing up for one Kanye visits the CL website
Kanye learns about the supper club via a home page slide
What about the supper club engages Kanye ?
First supper club is free
Kanye clicks on the HP slide to read more about supper club
Kanye inputs his zip code to find supper clubs in his area
Kanye browses for dates of the next supper club near him
Is the supper club a weekly, monthly, event
Kanye creates an account
We capture Kanye's email address, home address, (optional) demographics
Everything is tracked by email address linked to account
Kanye selects supper club date and location to purchase ticket
Attending a SUPPER CLUB
Kanye clicks on check out
Kanye receives a receipt and email confirmation with location information
Kanye arrives at the supper club home
Kanye interacts with other guests and the queer host
Dinner is served and Kanye eats
Free supper club ticket is applied to cart at check out
Kanye has the option to sign up for a newsletter
Supper club gets people together on a neutral space to interact on a one-on-one level
Will Kanye interact well with others?
The host is very open about any topic that Kanye might want to discuss
What if Kanye gets upset and leaves the supper club early?
Kanye is satisfied with the experience
How do we prompt Kanye to review his experience?
Kanye shares his experience on website
Kanye decides to repeat the experience
Gamification, badge program encourages repeat visits to supper club
We send Kanye a follow-up email, asking him to review and share his supper club experience
Alcohol sponsor
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Getting to know the brand through Advertising Sandra walks to get lunch
Sandra sees an advertisement for a supper club
Sandra goes into the advertised website
Does she pay attention to the ad?
How long does it take Sandra to visit the website after seeing the ad?
The ad needs relatable visuals
Does Sandra get curious enough to research after seeing the ad?
Sandra finds out more about CL
Sandra browses through the educational section
B uying a Ticket for helping to cook Sandra looks into the supper club
Sandra clicks on the supper club slide to read more about it
Sandra inputs her zip code to find supper clubs in his area
Sandra browses for dates of the next supper club near him
Sandra creates an account
Sandra selects supper club date and location to purchase ticket for cooking
We capture Sandra's email address, home address, (optional) demographics
Clearly identify and describe the different ticket options
Sandra clicks on check out
Sandra receives a receipt and email confirmation with location information
Free supper club ticket is applied to cart at check out
Sandra has the option to sign up for a newsletter
Everything is tracked by email address linked to account
Should we add some hook or promotion for Sandra to go into the website?
Cooking and Talking at a Supper Club Sandra gets to the supper club location
Is there a sign letting guests know which the location is?
Sandra meets the host
Sandra is taken to the kitchen
Sandra begins cooking with host and other couple of guests
Does the host divide tasks beforehand or is it organized in the moment?
Sandra starts a conversation with those around her
Attending a SUPPER CLUB Sandra and the others set up the table with the food
Other guests start to arrive and the host introduces Sandra to them
Guests start getting to know each other and Sandra gives a brief introduction about herself
Sandra and the Guests sit at the table
Sandra and the Guests start eating, conversation is constant
Does enjoy the conversation topics?
Sandra and the Guests finish eating
Sandra and the Guests say their goodbyes
Sandra goes home
Does Sandra keep visiting the website and attending other supper clubs?
Is everyone getting heard?
Is Sandra actively participating in the conversation?
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Getting to know the brand through Social Media Justin opens the social media
Justin is attracted by the CL information
Will Justin be attracted by CL information?
Justin likes & shares the posts
Justin clicks the posts linking to CL offi cial account
Justin reviews posts & comments under the CL account
Researching in the DESKTOP/MOB ILE) for Educational Information Justin clicks the CL website link on the account
Justin inboxes CL to ask more questions
Will Justin leave after reading all posts and comments?
Will Justin share CL information?
Justin visits the CL website
Justin clicks on Education
Educational aspect comes from information on the CL website
What kind of content does he encounter?
educational partner history of LGB TQIA user stories anonymous forum coming out stories videos FAQ
We will want an attractive slogan or images and viral marketing campaign
Option to connect to an ambassador who is farther along on the journey of acceptance (a.k.a. sponsor)
We share the positive and nonthreatening stories about othering of queer
We create the attractive installation to make visitors check in on social media
Finding out about the SUPPER CLUB (DESKTOP/MOB ILE) and signing up for one Justin visits the CL website
Justin learns about the supper club via a home page slide
What about the supper club engages Justin?
First supper club is free
Justin clicks on the HP slide to read more about supper club
Justin inputs his zip code to find supper clubs in his area
Justin browses for dates of the next supper club near him
Is the supper club a weekly, monthly, event
Justin creates an account
We capture Justin's email address, home address, (optional) demographics
Everything is tracked by email address linked to account
Justin selects supper club date and location to purchase ticket
Attending a SUPPER CLUB
Justin clicks on check out
Justin receives a receipt and email confirmation with location information
Justin arrives at the supper club home
Justin interacts with other guests and the queer host
Dinner is served and Justin eats
Justin is satisfied with the experience
Free supper club ticket is applied to cart at check out
Justin has the option to sign up for a newsletter
Supper club gets people together on a neutral space to interact on a one-on-one level
Will Justin interact well with others?
The host is very open about any topic that Justin might want to discuss
How do we prompt Justin to review his experience?
What if Justin gets upset and leaves the supper club early?
Justin shares his experience on website/ social media
Justin decides to repeat the experience
Gamification, badge program encourages repeat visits to supper club
We send Justin a follow-up email, asking him to review and share his supper club experience
Alcohol sponsor
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Won’t
Could
Should
-Offensive Language -Bad mouthing propaganda
-Ads -Email newletter
-Event reminder email -links to additional resources -Events calender
-Community Guidelines -Host Background Check -Account Profile -Ticket sale -Accurate Information -Constant update of information -Contact info for CL -Event comfirmation and receipt email -Account Creation -Customer Service Dept -Input food allergies, dietary restriction
-Windows poping up -Oversatured with information windows
-#site visits -Geolocation tracking
-Links to local organizations -Language monitoring system
-Event notifications on profile
-Supper club reviews
-Button share to social media (articles)
-Event filteration by cuisine
-FAQs -Faceted Search Bar -Event photos -FAQ tickets and Supper club -Phone email support for ticket sales
Basic
Good UX
-Option to connect for transportation -Chat bots to help you nav site -Feedback survey (supper club) -Be peered with a mentor/ ambassador -News on policy (knowledge) -Queer people they’re just like us! photos
Wow! Factor
Assumptions
Website goals
Must
-Anounymous forum/ discussion board
-Colorless; Bland -Monotone; Boring
-Amount of supper club goers
-Badge icons -Carousel preview of upcoming supper club -Individual event info pages (host, cuisine) -VR experiencesharing testimonials -Positive interactive cases with queers
-Positive and friendly landing page -Queer personal stories -Recipes from the event attended
-Joyful -Every supper club experience is unique
-Learn about supper club -Content to educate biased or ignorantpeople -Buy supper club tickets
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AWARENESS VR pop-up experience
Receive cookie with website information
Experience empathy and shock
Discovery via word-of-mouth, social media or advertising
EDUCATION
EXPERIENCE
ADVOCATE
Visit website
Attend first supper club
Become an ambassador
Read, watch and post on website
Discover supper club
Register and receive free supper club ticket
Co-create through cooking with host
Educate others
Review experience
Purchase tickets to attend more supper clubs
Earn badges
I’m learning so much in an open, non-judgmental environment. How interesting -- there’s a supper club!
I’m surprised. We have so many things in common
I want to go to more of these and meet more people. Earning badges feels rewarding.
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Experience empathy and shock
Discovery via word-of-mouth, social media or advertising
Discover supper club
Register and receive free supper club ticket
Review experience
Purchase tickets to attend more supper clubs
Earn badges
I’m learning so much in an open, non-judgmental environment. How interesting -- there’s a supper club! What’s this?
I haven’t been able to stop thinking about what I saw. I want to learn more. Wow, that was eye-opening but it also made me uncomfortable.
I’m surprised. We have so many things in common and cooking together was really fun.
I want to go to more of these and meet more people. Earning badges feels rewarding.
I’m an ambassador now. I enjoy helping others along their journeys and connecting our community.
I guess I’ve never really spent time with a queer person. I don’t know what to expect.
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With all aspects and potential issues defined, we began the process of prototyping and mocking up all brand touch points and experiences to bring the experience to life. We defined the brand identity and language. We created storyboards to illustrate the user journey from initial awareness via the VR pop-up through to cooking and attending a supper club. We built a mood board to consider the VR video narrative and experience. We mocked up a website with all features and an email reminder to prepare them for their first supper club. We defined the gamification aspects of becoming an ambassador and thought through our next steps and longrange goals via the ABC‌ Q exercise. Finally, we illustrated the system design of all touch points and experiences and how they work together in concert.
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CalamaLamaca Our primary brand color is a seafoam green with accents of white, black, and two shades of grey.
Brand Voice CalamaLamaca is fun and approachable, deeply empathetic and always respectful. We are knowledgable without being patronizing, and we educate without passing judgment. We speak to you like a friend and a trusted confidant.
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1. Imagine you are walking when suddenly you 1. see a line starting to form in front of a pop-up. Your curiosity is piqued and you decide to get in line and enter . Finally it’s your turn, you go in, complete darkness, only a VR Headset to put on so you do that 2. You are now seeing what it’s like to have a different sexual orientation on a regular day. 2. There are good and exciting parts but also direct and indirect harrasment 3. The experience ends and you go outside, someone hands you a cookie with information about CalamaLamaca 4. Later on you go online to the website with all kinds of information. And there’s something really interesting. It is a supper club where you can go, eat, and hold an informative conversation in a pressure-free environment 5. You decide to give it a shot
3.
4.
5.
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1. Receive the detailed CL supper club information from an email 2. Find the location of the supper club and meet the host 3. Prepare dinner with other club members, share the cooking experience, and have a nice conversation. 4. After preparing the food, other guests arrive 5. Supper club starts! Here is a good opportunity to build connections and to break bias and barriers. Participants will learn that they have many things in common with other attendees 6. Everyone leaves and feels excitement about future supper club events
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3.
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In order to extend the experience and keep members engaged, we introduced gamification elements in the form of badges. For each achievement in their user journey, members will receive a badge, which signifies a “level-up� action. Once they’ve received enough badges, they will reach the status of ambassador. Ambassadors take on more responsibility in the community, by sharing their own stories of overcoming bias, helping others along in their journeys and facilitating supper clubs.
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AWARENESS
EDUCATION
VR Pop-Up Social Media
Website Desktop/Mobile
EXPERIENCE
ADVOCATE
Supper Club
Ambassador
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Sandra I thought it was so weird that thing about lesbians, who’s taking the role of the man? But then I got to know them thanks to CL and it wasn’t out of the norm anymore. See, I stumbled upon them on Facebook and it said I had a free ticket to attend a supper club. Who doesn’t like free food, right? So I went, and after spending an amicable evening together just chatting about everyday things, I could really understand where they were coming from. Who knew they were just like us!
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John I used to be disgusted by how in your face homosexuality is. I mean, two guys making out in public? C’mon. Then, one day when I was at the mall, I saw this weird virtual reality thing. I put it on and couldn’t believe the hateful stuff people actually say to gay people. Maybe I thought some of those things but I would never say it out loud. I finally went to my first supper club and I didn’t know what to expect. It was very enjoyable, everyone was so nice. No one was preaching at me or trying to force their beliefs on me. I went to more supper clubs and that’s how I met my friend, Adam. We have so much in common -- we’re both huge Clemson football fans and fishermen. The only difference is he’s married to a man and I’m married to a woman.
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BREAKING BIAS
GLOBAL REACH
SELF SUSTAINABLE
• One on one interaction via supper club
• Expand concept to other countries
• Ambassadors asume leadership roles
• Education & personal stories via website
• Global partnerships
• CL takes a step back from organizing to managing • Co creation art project to involve members & queer artists
FOCUS ON OTHERING OF NON-BINARY GENDER • New branch of CL • Introduce new educational content to website • Trans/non-binary hosts • Viral social media campaign: spend the day as another gender
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VIDEO
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We are CalamaLamaca.
Won’t you join us for dinner?