Process B k 704: Applied Theory in Design
Table of Contents Who we are? Introduction Project Frame Design Strategy Methodology Secondary Research Primary Research Concept Creation
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We are Fun Studios, a consultancy firm from SCAD exploring the cultural understanding of the Ephemerality of Fun. Join us on our journey of exploration and discovery. As Design Managers we focus our efforts on the creation of concepts from complex design challenges that will induce deep-innovation processes. Exploring the concept of fun ephemerality in uncovering new aspects helps us create business solutions. Matt Crump
Futura Pt
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ST U DI O S
Matt Crump
Meet The Team
Ahmed Youssef Industrial Design Egypt
Hernรกn Maestre Design Management Colombia
Eric Jiang Design Management China
Business Cards
Intro
Photo by: Alexis Persani 2016
Introduction The Focus of the project is to uncover what is the conception of fun and why fun is attributed to being ephemeral and lasting a very short amount of time. William Glasser defined fun as one of the five necessary needs, amplifying the conception of Maslow's pyramid of needs. Indeed, people relate fun with being a necessary need, and companies like Volkswagen have started to develop the Fun theory. The theory shows how with the reinvention of certain factors you can change people’s behaviors. This Crowd controlling mindset has been also explained on National geographic program where they research how to bend people’s actions by making it fun.
If fun is an essential need and people can be controlled through the incorporation of fun, then the objective of the project is to essentially get a deep understanding of this situation based on research, the incorporation of theory and the understanding of design innovation, to create powerful and attractive concepts that engage people. But play is ephemeral, it lasts a moment, it’s a need that can be satisfied in a moment and then forgotten for a while, just like sleep. By understanding the user relationships with various types of fun we can trigger artifacts that modify this interaction and enhances it, or change it.
So Fun?
What is
Photo by: Matt Crump
Enjoyment, amusement, or lighthearted pleasure. Origins from the late 17th century on a variation of “fool� from old English. Cambridge University 2016
And
Ephemeral “Lasting a very short amount of time”, or “With a short Life cycle”. From the Greek ephēmeros. Cambridge University 2016
Photo by: Matt Crump
Project Framing
Photo by: Alexis Persani 2016
Problem Statement The diffusion rate is rushing due to all the existing and upcoming Online media channels and social networks. People are trying to digest the trends and seeking for fun via various media channels. It’s hard for the industries to predict the spontaneity of fun and capture value due to its ephemerality living within the gap between what people need and what they want, how can we as a design agency predict the trend, grab the fun theory and anticipate market to produce a business strategy that works.
Jasinski
OPPORTUNITY Statement With the endless gamut of channels coming into play in today’s complex world of marketing, there is an opportunity to understand the interactions between people, the diverse concepts of fun trends & the virality effect in order to create engaging experience valued by targeted users via finding opportunities for new fun concepts and leverage the trends of ephemeral fun in the media to engage potential business partners who want to better social or cultural awareness and build their brand reputation.
Intent
Purpose
Patterns in the spontaneity of fun and drives behind the ephemerality of fun
To enrich the market of fun industry by uncovering new niche markets.
Project Purpose
Vulture Magazine
Purpose of Study The introduction of social media changed the boundaries of human interaction. It is not about who you know but what content you find and share, or even so, what content you produce. People have changed the ways they communicate with others by the use of the web. Via Virality effect, we can create new network connections using globalization, a general behavior and new opportunities to build innovative business models. If we add this to the constant need for people to escape the monetary and the constant consumerism of media we can uncover innovation opportunities using
fun as a positive reinforcement to good behaviors for society. This project is important as for design managers as it is a complex and ambiguous with the perfect scenario to explore creativity, applied theory, uncover insights and truly innovate. Trends as the social experiments, the social challenges, the quick production of media and apps, and the endless hunger of the users to get fresh content first is the basis to create concepts that can fail, reinvent, and strike the user deeply and finally manage to disrupt original support nets.
Business Objective We want to understand the drive for fun, absorb different market trends and create new content that can strike the media and the users. First of all we want the users to be part of the experiences we create, driving their need of recreation by proposing engaging activities with “one of the kind experiences�. On the process we want to take the experiences Online and diffuse it as a viral message for it to reach as much audience as we can by using tools of the viral effect. Creating a converge effect and attracting people that want to experience the same kind of experience and are willing to pay.
On business terms we are creating value with the experiences of the people and then creating profit on different levels. Considering business models like the Color RunÂŽ we want to have the ability to replicate our innovative experiences on different places by reinventing our innovations. When we get people excited about our business model we can also think about partnerships with different companies to create a positive reinforcement of a certain attribute they want to focus on but also sell them with tools and models as part of consultancy to conceptualize their own campaigns.
The ultimate business framework will enable business owners to keep pace with and to be incorporated into instantaneous changes of trends of fun as well as provide them with tools and models as part of consultancy to conceptualize their own campaigns to raise their social influence for the better.
Project Scope: Time constraints are a big challenge in this project, it can be as ephemeral as the remaining 8 weeks. Lots of ideation have to occur to fabricate exciting concepts that can be explored further on.
Being limited to the study of the study of the users on Savannah we need to understand their cultural background on the ways “Savannahians� have fun, to see if the concepts we create are effective on the crowd behavioral control.
Based on Contagion, Convergence, Diffusion of Innovation, Big Bang Innovation and theories We are going to establish the basis of our own theory of fun by fabricating the viral content.
Mike Mitchell
Design Strategy
Photo by: Alexis Persani 2016
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Businesses
Diffusion Triggers
Social Media
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Content Manufact.
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Concept Producer
Message
Industrial manufacturers:
−Outsourcing Service To start off, it is of great importance to keep focus on the core value creation rather than enrich the low-end market. −Toy manufacturers Toy manufacturing industry is in a direct relation with the viral effect of fun in media production and social media. They are constant need to be updated with the latest models and patterns for the fun diffusion process.
−Electronic gadgets manufacturers Electronic gadgets are one of the main Elements used in the process of experiencing fun. Electronic gadgets manufacturers depends on user’s perception of fun for their products development and marketing. By understanding the diffusion of the fun process and the viral effect of fun on user, manufacturers will be able to provide more user centered designed product products to fulfill the user needs that is in a constant dynamic change.
Stakeholders Industrial manufacturers:
−Outsourcing Service To start off, it is of great importance to keep focus on the core value creation rather than enrich the low-end market. −Toy manufacturers Toy manufacturing industry is in a direct relation with the viral effect of fun in media production and social media. They are constant need to be updated with the latest models and patterns for the fun diffusion process −Electronic gadgets manufacturers Electronic gadgets are one of the main Elements used in the process of experiencing fun. Electronic gadgets manufacturers depends on user’s perception of fun for their products development and marketing. By understanding the diffusion of the fun process and the viral effect of fun on user, manufacturers will be able to provide more user centered designed product products to fulfill the user needs that is in a constant dynamic change.
Content manufacturer:
−Media producer Nowadays popular forms of entertainment include movies, TV shows, videos, photography etc. −Video game producer The growing market of portable video games app created a connection between video games and social media providing new channels to deliver the concept of fun. −Online blogger Online bloggers are in need to expand their target audience. Fun is one the tools used by bloggers to create a viral effect for their content. −Magazine publisher The growing trend of smart electronic devices use and Social media created a need for the entertainment magazine industry to shift to the electronic form.
Brand promotion
−Advertising agency The advertising and marketing channels had a great change due to the change in the entertainment channels that tend to be more Internet based channels, the Internet caused the advertising materials to have a global viral effect, creating a need to discover the new patterns for viral material diffusion.
Stakeholders
Content manufacturer:
−Social data provider Social data providers leverage billions of data points created daily across numerous data sources which include historical or real-time data, feeds, or fire hoses. −Social media platform Social media act as the mass diffusion channels for content to get across and probably go viral for better or for worse.
Permit provider:
For real life campaign, it is necessary to inform all the organization or government department involved in case there is any trouble.
Consultancy:
−Business intelligence consultancy Business intelligence consultancy developed an ecosystem that allows business and highly qualified data-scientists to connect and develop powerful algorithms that can deliver better performance and growth. The growing rate in the use of social media had a huge effect on the duration of fun trends and the size of diffusion, creating a need to develop a new models to track and understand the new dynamic process of trends.
E-commerce business:
The monetary value the fun create is hard to track. Focusing on various converting joints help determine the marketing strategy.
Research Methodo gy The methodology for this research will be contextual case study. It is not possible, generally, to discern individual's true needs and desires from observation; they are often concealed within habits, interests and even cultural patterns. To be able to isolate and identify these hidden desires and needs, qualitative research and analysis will need to be conducted. This will enable us to penetrate and respond to personal bias, while we gain insight into their personal lives, and in turn identify or even create new opportunities to aid them through viral effect.
Moreover, by better understanding the target audience's current needs, we will be able to explore the additional white space for imagining what their needs will be as their lives, and the larger world, expand into the future. An example of the application would be in the selection of a neighborhood for the sale/purchase of a home, where the Realtor would explore to find the hot button wishes of her client, and the home-buyer would wander, robotically, looking for ideas for the perfect home. Technologically the actions are identical, even though the purposes for the professional and the personal are somewhat different.
Research P n Umbrella question:
How might we build innovative business framework by using fun as a positive reinforcement for the better? Research Sub-questions: Sub research questions: What are the ways of diffusion of fun? How do we translate the fun? Why people need fun? How ephemeral viral effect is? What’s the age for fun?
Where people experience fun? Who benefit from viral effect? Who are the content manufacturers? What trigger virality? What are the side effects of fun? How people fabricate fun?
Project P n
10 Weeks Project Framing Dominant Paradigm Overarching Research Question Project Brief Research Planning Research Matrix Secondary Research Sense Intent Know Context Primary Research Know People Research Findings Synthesize Opportunities Design Criteria Project Reframe Concept Modeling Exploration of Concepts Concept Development Concept Refinement Concept Testing Prototyping Implementation Business Design
R d Map Project Framing
Concept Creation
Secondary Research
Project Re-frame
Primary Research
Design Proposal
Research
Photo by: Alexis Persani 2016
Fun is defined as a state of enjoyment or playfulness. The market category which overlaps the state of fun is the entertainment industry, as this industry is defined as the production of media in different forms. The entertainment industry on the US covers one third of the global industry and made 546 billion dollars on the 2014. In 2015 the US spent 2.8 Billion dollars on digital advertising and in 4 years it is estimated that it will grow till 4.68. This rise rate of almost the double shows that the digital content will continue to be important to the users, but more so it shows that companies are transforming the way they advertise to the customers from physical to digital channels. The competitors in this category are still to be studied and defined as we get into the final proposal, but we can start to see companies that make products by combining media and memes from the
Internet, such as Fred and Friends who develop and sell products on the concept of fun design as well as the Italian firm Alessi that have being on the industry of product design almost a century. Or other as Pylones, French company that have been around for 30 years and have expanded to 4 corners of the planet. These companies center their business on the manufacturing of products, but we can also see agencies that create ads for big consumer goods companies. The product design companies that have used fun design as a way to develop new products have focused their efforts into changing the meaning of daily objects to give them a more artistic way. This change of meaning, draw different thoughts in the users and a desire to acquire them.
Category Review
Brand Positioning Statement Fun studios provides “content eaters� a high end innovation experience based on the cool hunting of new trends that any other company in the entertainment industry can provide. We do this by using user centered design approach combined with theories of innovation to predict what the trends are that will impact the media content and to anticipate the creation of fun media for the user to consume. Content Eaters were defined by the theory of diffusion of innovation as the innovators or early adopters of the content media. They are the first users which view the content and help it diffuse it by sharing it on social media. We could define them as the first layer of a COINS network as they are often seen as opinion leaders in the avant-garde of new content.
Business Framework
Our main focus is to create a model that can do four things. The first one is to analyze the trends that are happening in the world, this cool hunting can led us to be the first ones to come up with new content for it to become viral. We use this strategy to produce new content that is both innovative and attractive to the users. After we have analyzed the trends and produced the content we create awareness to our users and test their reactions, this constant experiment can correct the mistakes, reinvent and relaunch content for it to become attractive and convince people to adopt it. With a third step of credibility establishment with clients as a basis of our innovative design studio.
Target Audiences Fun Studios is a Business to Business company. As we are located in Savannah our target users will be defined in our primary research. We know primarily that Savannah host a large majority of students from 18-28 years that are local and international. We know as well that a large population of Savannah are SCAD students and that this creative community define the ways business create forms of entertainment for them to have fun. Using primary research tools as observation and interviews we can uncover different types of users in Savannah and ideally find the “Content Eaters� that will be the population that we are aiming for as they will help us diffuse our concepts. Savannah is a fairly small city so the proposition of fun is limited to the number of business that create certain experiences for the users to go. Analyzing the types of fun or activity related to fun, fun studios found out that there are 8 categories where fun can fit into.
Free
Pay
All the activities that the user can experience without having to pay for them. They are casual and most of the times different from time to time. One example of this category is the fun at exteriors like parks, since the user is free to do several activities.
These activities are often but not always planned, they are controlled to the value proposition of the business and present a standardized service, which tie to clients who could perceive it as a great experience due to their preference.
cation Based
Varied cation
This type of activities rest on one place where the user will have the experience. One example of this category is that all the places that host the experience as restaurants, bars or even museums.
This is attributed to the places where fun are presented but vary in location due to their size (like theme parks). This category can host several locations based business or experiences, like River street, that is well known for the bars, restaurants and boutique shops.
Absorption
Immersion
This category does not refer to the “Where” or the “How”. It will talks about the “What” and more specifically the type of experience you will have. Absorption is something you will experience when you are learning something new.
Contagion theory describe the social effect inducement as a kind of immersion because of the relationship with the user. Concerts and festivals use this type of immersion for the user to feel the experience. Maybe the user went for the music but the whole atmosphere affects his experience in ways he had not expected.
Passive Participation
Active Participation
The type of relationship between the user and the proposition that the business create determines the degree of participation. Passive participation is the one where user observes the content proposition and then develops a posture on whether adopting it or rejecting the content.
This category be related to how the user creates his own experience by engaging in it, business models like the Color Run are based on the active participation because the users are the ones that ultimately define their experience.
Theories
Convergence Map
Acting same way
Convergence theory: opposite
Virality: generation of neuro physiological ecosystems
Strength in numbers
globalization contagion
Transmission of ideas Connectivity Jon Van Dijk
CONTAGION THEORY Collective or crowd behavior By Gustave Le Bon
Word of mouth
Consumer good “Hormone”
Radial
Later adopter Early adopter
Network Society
Knowledge Persuasion Decision Implementation Confirmation
The theories supporting the study mainly fall into three categories which are contagion theory, diffusion of innovation and Big Bang innovation. The breaking point of the fun theory is those reviews regarding contagion and virality effect. Virality diffuse through various media where the studies are overlapped with the theory of diffusion of innovation. In the end, the consequence of innovation shifts the focus to the theory of Big Bang innovation which brings the study onto a higher level where technological equilibrium form the social models that deeply reflect the study .
Avoid exposure Opinion leader
Rober+Park: mimic & support Stress: interaction Fun counterpart
B behavior Influenced
Interlocking
A gathering of who share a French Revolution
ALTER EGO A behavior B behavior
Boosted by cultural amplifiers
Blumer: “Milling” Conscious Way of thinking Conscious
Emotion state of the crowd Sympathetic or apathetic
Networks Trend
Market
Cool hunting
Awareness
Innovation
Credibility
Pray for Paris News Feeling Media Message
Channel
BIG BANG INNOVATION
Communication channel High Technology
Performance Disrupt
Popularity
Original support network
DIFFUSION OF INNOVATION
Form of social relationship
New market Disruption Low-end disruption
New TSN Technological equilibrium
People
Social Time
Politics
Business Model (Technology)
By Clayton Christensen
People
Time
Predict your behavior
Technology Economic
Environment
Products
Time
Crowd behavior is explained in the Contagion theory and Convergence theory. In the contagion theory the subject A (Ego) meets subject B (Alter). Alter displays a specific behavior that ego does not share, but they share a common place and somehow alter and ego engage in a conversation that not necessarily is through words but can imply different kinds of language. Ego is induced by alter behavior, because alter shares the same with the crowd. On this specific examples of how
behavior is induced, researchers have discovered that by modifying all the tangible aspects like music, color, ambient, light and temperature, you can force a certain behavior. One of the most well-known cases of this is the case of McDonald's, using red and yellow to make the user eat ready and leave to host more users. Social media patterns are then created by using crowd control to make the masses feel happy, sad or touched by
some information that is quickly distributed by media. The case of the terrorist attack on France last year shows how media broadcasters start to induce the feeling of sadness and disavowal of what had happened. Their body language, the images and the ways they narrated the incident, made the people aware and induced a certain behavior towards it. After the crowd was induced, companies like Facebook used the converge theory
to gather people and make them feel part of something, by changing the colors of the profile image, people united to reject the happening. By understanding the convergence and contagion theory we can understand how to create a certain behavior that combined with fun theory can create content that is extremely engaging and that the user wants to experience it.
Ecosystem Map
From this Ecosystem Map we realized that the constant need for recreation, found in the early stages of the process, was a symptom on Virality which resulted to be the center of our ecosystem as it triggers the distribution of both old and new media for the users to consume. This finding was the key to continue studying the effects of virality and it’s close relationship with Contaion Theory.
Culture-activity Offering Map lture Cu tivity Ac fering Of
From the offering of fun, it is discovers what people do for fun and the cultural factors that influence people’s activities. The speculation on opportunities center around the influence inflicted by technology and society. The postmodern trend make people more conscious of self-image and the meaning of life. People need change for better, escape from the reality, empathy and self-fulfillment. There is an opportunity to achieve these through fun effect which change people’s behavior in a subtle way.
What matters for the viral propagation are the personality traits like extraversion and innovativeness, authority of the sender, activity of the receiver and similarity of sender and receiver demographics traits? Moreover, people share information motivated by the need to be part of a group, but the need to be individualistic and stand out from a crowd is reported as a second reason. Vital for virus propagation is also the need to be altruistic and the need for personal growth.
Virality A two-step flow model of communications considered a small group of people called influential as important for social influence and diffusion process, as they directly influence many neighbors. Influential can be people with many connections occupying a central position in the social network. However, there are studies reporting that the viral content received from individuals with many ties have bigger chance to be ignored. There is also a field of discussion if people with many connections are more or less susceptible in influencing other people. As they participate in a network more frequently, they are more often exposed to any-thing that flows through the network including a virus or a viral content. On the other hand, individuals with many friends were observed as less likely to be influenced by others and this is what researchers explain as generally weaker tie strength formed by highly connected individuals.
Primary Research
Photo by: Alexis Persani 2016
Interview P net fun “I guess anything make people happy is probably FUN.” What do you think about fun, make people happy translate to games…? “I think anything you played with, anything you use the imagination, I think it seems to be the most easily fun.” “Creativity is usually fun for people” “In the way is kind of ... Art is fun. All these things that people made are kind of useless, they are not functional.” “I worked in world more than out world, I
use myself reference.” “Some games people like to play with because they are moody and dark and make them sad. So they are not necessarily fun, but I think most of people they play games cause they are fun.” “I’m not sure how many people actually walk through, it’s got to be probably a couple of hundred per day.” “Every once a while I do Facebook advertisement or whatever” “Advertising never seems that effective.”
Interview P net fun “I’ve never remembered the ads that I’ve seen… I’ve never really known what kind of advertising really work.” One thing I have observed is that the value of collectible seems to go out when people that play with them turn about 35, which seems to be the peak year when they start collect things they like from their childhood, when everybody was competing everybody else. Like original Nintendo and Transformers on the top of video games and toy collecting, cause kids plays with those are turning 35. I can never really tell how long and when of the fad last or come up, you need keep the eyes open and see what people really want.
The content manufactures in us is afraid of making something new, because you spend a lot of money making something new and maybe it will just be a flop. Disney is an entertainment factory, which has a formula down on the content. The new star war is just a rehash of the old one, which is kind of unfortunate because the creativity is kind of sucked out of this industry. As a basic principle of fun, creativity is what brings them out, different from their day-to-day life, change the reality probably.
Interview P net fun Insightsďźš Creativity and imagination is the way people translate fun to happiness. Advertising seems not effective on the regular social media platforms that all the local business are using. An effective and customized advertising method is in need. The fad of rehashed fun could come up when the young fans turn around thirty five. Some specific formula are important in applying fun to any forms of entertainment. Creativity is what differentiate real fun from regular daily experience.
Interview Father Dal s -“Many designers don’t have philosophical background wish is essential to understand the human nature and how people think” -“Philosophical understanding of choice making can help designer understand their product consumers” -“The choice consumers depend on a balance combination of emotion and reason” -“Body storming is eliminating the anxiety of not having the tools for normal brainstorming” -“Anticipation can drive you forward or backward”
-“There is 2 ways to please a man:1- to give them what he wants or 2-change what he wants -“Motivation can be more than just a personal satisfaction can be for a greater good” -“If you don’t have the knowledge to drive a car and you have a Ferrari it is useless to you” -“It takes hours of practice to create content without preparing” -“Designing a car requires designing the experience based target consumer needs”
Interview Father Dal s “Sometimes the product is used by other people than the people who bought the product Ex: old spices add campaign, office equipment: the person using the desk is not the person who bought the desk” “Speaking through culture, should avoid the negative aspects of the culture”
“Indirect impact of work flow as “making your employers happy” will add value to your company” “Any business go through the triangular relation between: quality, cost and time”
Interview Father Dal s Insights: The choices consumers make depend on a balance combination of emotion and reason. There is two ways to please a man: first, give them what he wants or; second, change what he wants. Any business goes through the triangular relations between: quality, cost and time.
Survey
The goal of the survey is to understand the perception of fun and the actual experience of fun from different point of views, and the relation between fun and the childhood experience. The survey includes questions that targets: The period of time for fun need, ways of experiencing fun, fun diffusion, understanding fun outside the normal context. 90% Uses Internet based platforms as social media as tool to search for fun material. That gives the opportunity for business that uses fun as a tool to reach their target audience. As Internet can be used to diffuse the low flow state of experiencing fun, it can provide the opportunity to defuse the high flow state of experiencing fun.
Answers to the definition of fun and the result of experiencing fun came with key words that relate to healthy mental state and social interaction
As the survey included questions for child hood fun experience and current common fun activities, we were able to create a link weather it is a physical activity or visual content. That highlights the nostalgic idea as one of the main generators of fun
Participant Observation Chromatic dragon is a commercial space that combines the idea of serving food and having fun by playing games to create a new type of experience. The games includes digital games and analog games as board games and card games. The space was chosen as a subject to the project primary research observation as it uses the fun as a tool for business, to document users interaction with space and the social effect of it. Observation insights: -Most costumers are in a group of 4 or more which can lead to a conclusion that fun games is more likely desired to be experienced by large groups of friends or family. -Consumers share their experience on social media platform by pictures that describe the social gathering more than food and the space -All different ways of having fun share the social aspect - It is not a place for solo travelers. Which can lead to a question: How can solo travelers have the experience while visiting Savannah -Nostalgic themes from the 90’s are used in presenting food, a sign for targeting costumers in rage of 20-30 years old
Project Re-frame
CONTAGION THEORY Disruptive innovation leverages emotion state of the crowd from user segments that represent the low-end market. The aggregation of the audience form new channels to bring in virality effect.
FUN HAS SHIFTED FROM TANGIBLE TO DIGITAL CONTEXT Entertainment Pleasure Amusement Play Interaction
Move Change of position, direction, or tendency
Physical Real Solid Palpable Material Games Toys Movement Space
Data AI Electronics Technology Virality Console Mobile Social media Internet
Contagion effect pass through weak-tie social network to get viral. Interpersonal communication plays an important role in the diffusion process.
Fun is a serendipity which can be generated unintentional or intentional
Fun is a need differing from people to people with dynamic meaning lasting a certain period of time
Fun creation becomes an iterative process, you create it while learning from it.
Learn
BIG BANG INNOVATION FUN Create
DIFFUSION OF INNOVATION High technology as a form of knowledge is being collected to disrupt the original support network to reach a new technological equilibrium, which create new TSN(tech social nets) and business models.
Synthesis Findings
Photo by: Alexis Persani 2016
Research Findings -Play opposite has been established as work, but this is a misconception, the suppression of play is depression. “Humor, games, roughhousing, flirtation and fantasy are key actions to human development and intelligence”. -Playfulness increases high performance and productivity, described as being “In the zone”. is a perfect mix of challenge and skills. -Fun has been studied by design theorist Bernie Dekoven and psychologist Jeanne Segal and studied that positive thinkers live 7.5 years longer than pessimist. This research findings are supported on the
concept that fun and play are used for problem solving, and the approach of positivity for fun, lets you face difficult situations in life to overcome them. -Fun is the easiest way to change people’s behavior for the better. By triggering positive feedback to change the behavior of the subject. -Animals use fun and play to learn a set of skills. This activity involves interaction and can be tracked down as a primitive way of language between humans and animals.
Theory Model T1+T3
Contagion Theory
Big Bang Innovation
Diffusion of Innovations
T2+T3
We have used several theories to understand fun and use it to create a new theory. Theories like contagion and converge theory, disruptive innovation and diffusion of innovations, Collaborative innovation networks, Flow theory and more; have served to be the ground for our proposal.
T1+T2
Mihaly Csikszenmihalyi, Hungarian psychologist and professor, introduced the concept of Flow. Flow is a state where users are in full engagement and experience self-accomplishment. He graphed this with 2 axis, the first one describes challenge and the other describes skills. And a set of parallel lines with constant step, being flow the zone in between these. The basic concept of the theory states that if the challenge is not proportional to the skills, the subject will enter in a state of anxiety. In counter position of this is the challenge is low in proportion to the skills the subject will enter in a state of boredom. Both situations can result on the subject quitting the activity. But Mihaly also exposes several states of anxiety and boredom such as Arousal and Worry on the Y axis and Relaxation and control on the X axis. Using this theory and the model of Dynamic Difficulty Adjustment, used in game design we can create a guide the user by adjusting the difficulty of the challenge or the set of skills.
This adjustment can be seen in the nature where animals interact in an act of play or even seen on kids games where depending of the circumstance, the rules are changed to maximize the state of total engagement. By Using Contagion theory or Cognitive Dissonance theory we can change the behavior of a user to direct him into a flow state. On this state of total engagement, positive reinforcement will drive the user to maximum productivity, inner clarity, confidence and motivation. But Cognitive Dissonance can trigger both constructive, empowering user to keep track in Flow state. Or destructive by giving external locus of control instead of giving internal locus of control. Fun lives in the state of flow, and being attached to the experiences, a bigger state of Flow will result in more meaningful experiences. This can be mapped with models like experience economy and that the reason why media has low remembrance while skydiving has High remembrance. We have defined that bringing people to do a leap to exit the Comfort and Fear zones to a constant state of flow is targeting their what? Into why? On the golden circle. We have defined this leap based on the theories to gain maximum engagement either if it’s at work, at a bar or restaurant, at play or in any situation.
Theory Model Continued
Fun Framework Model
Research Data
Strategy
Using the model combined with research data plus strategy, we can create business concepts that trigger the state of maximum engagement and build solid business propositions. By using and refining this leap model, identifying users by building up personas based on the research of the culture of Fun in Savannah and using a combination of strategies and trends to create cultural mixologies that are attractive both to the end user and the business, we can create design concepts that trigger meaningful experiences with high remembrance that challenge the boundaries of ephemerality.
Trends
Design Concepts
Concept Creation
Photo by: Alexis Persani 2016
Design Criteria In order for this project to be considered successful, the strategy framework will: 1. Drive user need of recreation by proposing engaging activities with “one of the kind experiences�. (from brief) 2. Have the ability to replicate the innovative experiences in different fields by reinventing the innovations. (From brief) 3. Deliver the design concept that is vertically integrated to the local business. (From insight) 4. Serve as a viable and sustainable tool for customer to increase revenue and secure business. (From insight) 5. Facilitate the design that deliver and diffuse the state of high flow meaningful fun. (From synthesis) 6. Use the viral content to enhance the business model. (From insight)
The City P ygr nd Trend Combination of fitness with play have turned physical activity into a more attractive and engaging activity.
Strategy Create a serious of Pop-up interventions that make the constant routine of exercising exiting and fun. Measure feedback, recreate and get constant attention and input from the people.
Design Concept Achieve total engagement by converting the city into a Playground where new training methods can prosper such as Cross-fit or new martial arts that aren’t bond with a physical space.
vvv model A. The city is your Playground B. Consumer Trends
-Cross-fit -Active Wear -Organic Food
Creative Process
C. Brand Incorporation
Q. “Play never ends”
Company
Fun Reward
Pop up Brand Experiences
User
Knowledge
Electricity Production
Facilitating Concept Creation User Segment How to get the best from idea creation with deadlines, time pressure and uncertainty from data analysis to powerful and innovative concepts.
Trends Creative-boosting environments like Google are directly connected to creativity and design. Companies are trying to build their own model to improve creativity and engagement.
Strategy Create a set of tools to get the most of the creative session by applying aspects of Play and Movement to shift the tangible thinking into new possibilities
Facilitation R d-map
3. The Six Hats
1. Icebreaker 2. The Challenge
8. Critic
7. Quick Prototype
9. Wrap Up Photo by: Alexis Persani 2016
4. The Reward
5. The Re-frame 6. Connect
ABC-Q model A. Cards with instructions B. Hosting Workshop
Creative Process C. Break location Boundaries
Q. Fun Focus Groups
Company
Fun Reward
User
Knowledge
Web page App
Guerrilla Marketing
The Product
The Creative Toolkit We created what we call a “Pandora box� of creativity that incorporates a series of tools that maximize the work session to produce a wide variety of concepts that can be reviewed by the design team and that can incorporate several stakeholders.
Senior Consultancy
Trends The concept of aging is changing quickly. Baby boomers and senior citizens have redefined the concept of aging, having spare free time, energy and knowledge.
Strategy Using the experience of this new “Work Force� our concept is based on a mental and wellness gymnasium that includes the opportunity to host creative processes that are fun and interactive.
ABC-Q model A. Senior maker space
Physical workspace for fun experience
Creative Process
C. Creative force for creative experience
Q. Shark Tank
Company
Fun Reward
B. Location based network
User
Knowledge
Local communities, business and startups
The Value Proposition Canvas Value Proposition
Seni or w from orkforce 55-7 5
Customer Segment
Redeploy one’s skills and knowledge
Team with recent graduates
Keep active and stay alert
Gain Creators Local Senior Shark Tank
Gains Hang a shingle
More income
Set own hours and work from home
Flexibility and autonomy
Products & Services
Stay Customer engaged Job(s)
Consulting based occupations
Senior Creative workspace
Pain Relievers Stretch their retirement savings
: Strategyzer AG The makers of Business Model Generation and Strategyzer
Seek meaningful career path
Retirement annuity linked to stock market
Pains
Keep the foot in the door
Shaky 401(k) retirement plan
Feel disconnected
Replenish their nest eggs
The Value Proposition Canvas Value Proposition
Recen tg entrep raduate reneu rs
Customer Segment
Creative co-workspace
Network building through members
Motivation and passion
Gain Creators Local Senior Shark Tank
Gains
Investor incubation
Develop own vision
Investment
Products & Services
Gain confidence Senior experience provider
Immersive consulting community
Business intelligence consulting
Accounting/ Bookkeeping
Pain Relievers
: Strategyzer AG The makers of Business Model Generation and Strategyzer
Senior workforce as government officers or bank officers
Explain the business at a whim
Regulations/ Red tapes Failing to define the market
Customer Job(s)
Get advices from insightful resources
Pains Pitch tutoring
Senior workforce as chartered auditor or financial adviser
Grow own enterprise
Distraction from other opportunities
Designed for:
The Business Model Canvas Key Partners
Satellite Experts
Key Activities
Health care specialists
Senior Community
Senior workforce
Value Propositions
Fun Studio
Customer Relationships
Platform development and management
Collaborative community creation
Top of Heart
Top of Mind
Client / regulations management
Wellness development and management
Three-way trust
Building value together
Key Resources
Entrepreneurial community
Designed by:
Incubation networks
Date:
Version:
Customer Segments
Channels Senior community
Local senior community
Mobile platform
Local labor department Skilled employees
Cost Structure Technological set up and running costs
Wellness Gym
Platform
Innovation Hub
Revenue Streams Salaries to permanent employees
Strategyzer AG The makers of Business Model Generation and Strategyzer
Variable costs on wellness events
Intellectual property
Membership fee for senior workforce
Commission fee for innovators
Membership fee for senior workforce
Know- how incumbent workforce
The Service
Fun Map Trends The use of mobile devices have increased human interaction to the point we are “hyper-connected” and “hyper-informed” of what is happening on our surroundings.
Strategy Create an application that can show Events in real time and involve the community into knowing where is the fun happening on constant basis in Savannah.
Design Concept Develop a live streaming map based app to create fun socializing opportunities by connecting people with events and social activities around the city
ABC-Q model A. Events
B. Online rating Social integration
Creative Process
C. Ice breaker
Q. Fun map
Company
Fun Reward
User
Knowledge
Location based service
Local business marketing Local fun experience
The App
The App
The App
The App
References
Crowd Behavior: Contagion, Convergent & Emergent Norm Theory. (n.d.). Retrieved from: study.com: http://study.com/academy/lesson/crowd-behaviorcontagion-convergent-emergent- norm-theory.html Disruptive innovation. (n.d.). Retrieved from wikipedia: https://en.wikipedia.org/wiki/Disruptive_innovation Jarosław Jankowski1, S. C. (n.d.). viral diffusion process. 10. kolko, J. (2011). Exposing the magic of design. New York: Oxford University Press. Lee, K. (2014, october). infographic: the optimal lenth for every social media update. Retrieved from buffer.com: https://blog.bufferapp.com/optimal-lengthsocial-media Liu-thompkinss, Y. (n.d.). Seeding Viral Content. Old Dominion University, 10. Phillips, P. l. (2004). Creating the perfect design brief. Communication Arts. Rogers, E. M. (New York). Diffusion of innovations . 2003: Blackwell Publishing Ltd.