Retide Process Book: Active Community 65+ year by Iren Liao

Hey there, We are Captain ageless, a team from 4 different cultures and professional backgrouns. The past 10 weeks, we have been wondering about...

"How Might We Facilitate Active Citizens Who Are 65+ to Use the Best of Their Abilities in Order to Enhance Their Post Retirement Life?"

Table of Contents i Project Plan

Project Brief --------------------------------------- 6 Meet the team ------------------------------------ 7 Gantt Chart ---------------------------------------- 8

ii Market Analysis

Big Mind Map ------------------------------------- 10 Selected Markets --------------------------------- 11 Secondary research: HMW question, 2x2 Matrix, Porter's 5 Analysis, 5Ws Analysis, SWOT Analysis, Stakeholder map, Define Users Groups Retired Active Citizens ----------------------------- 12 Packaging Waste ------------------------------------ 19 Startup Culture --------------------------------------- 26 Concept Selection -------------------------------- 34 Creative Brief -------------------------------------- 35

iii Research & Analysis

Secondary Research -----------------------------Survey Insights -----------------------------------Survey Quotes Interview Guide Interview Quotes Empathy Map Personas Peers -------------------------------------Drivers ----------------------------------------Local Service Provider ------------------Retired Active Citizen 65+ --------------Design Criteria ------------------------------------Value Proposition ---------------------------------

iv Competitors Analysis

38 40

v Business Model Generation

Creative Matrix --------------------------------- 79 Zag ------------------------------------------------ 80 SWOT Analysis ---------------------------------- 82 Business Model Canvas ----------------------- 83

vi Documenting Users 42 47 52 57 62 65

Decision Matrix -------------------------------------- 68 Leading Network Competitor Analysis • The Freebird Club ------------------------------- 69 • meetup ------------------------------------------- 72 Blue Ocean Strategy Canvas ----------------------- 75 Takeaway ---------------------------------------------- 76

Product Vision Board -------------------------- 87 5 E’s of user experience ----------------------- 88 Scenario Building ------------------------------ 89

vii Prototyping & Branding

Low fidelity Prototype ------------------------ 97 High fidelity Mockups ------------------------ 103 Brand Pyramid ---------------------------------- 105 Branding Retide -------------------------------- 106

viii Network Sales Pitch vx Reference

108 111

Project Plan

Project Brief INTRODUCTION This course presents a well rounded curriculum to design a business model which is both human centric, profitable and effective. From developing a business structure, outsourcing and alliance, implementing research tools and methods to formulate a concrete foundation is the main goal. Students learn to develop concepts for commercial purposes through marketing, selling, communicating and finally pitching.

COURSE GOALS 1. Students learn to amalgamate design thinking with practical practices. 2. Students will implement design strategy and understand how feasible the overall business plan is. 3. Students will test their business model at different segments with an added focus over stimulating and constraining innovation. 4. Students will understand the financial aspect to understand the profitability and growth of the business. 5. Students will recognize the significance of the blue ocean areas in order to best implement a strategy that exhilarates an innovative solution.

Learning outcome 1. Creative models and matrices were used to mould ideas into tangible prototypes, that results in valuable solutions and further help to understand the significance of the initial ideas. 2. A comprehensive product/service development strategy that backs the overall business plan. 3. Financial forecast and business development sheets that validate the life of the product/service and communicate it efficiently to the investors and potential partners. 4. Reliable and creative methods will be used that can be incorporated in a system that fits in a functional business environment

Project Plan

Meet the Team

Aakansha Sharma

Arunima Chauhan

Anlu Zhao

Iren Liao

M.A Design management

M.A Interactive Design

M.F.A Design management

" Idea Bank "

" Quick fix "

" Time Nazi "

" Mindful guard "

Project Plan

Gantt Chart Week1

Week2

Week3

Week4

Week5

Week6

Week7

Week8

Week9

Week10

Team Biulding Market Identification & Project Plan Market Impacts & Network Design Concepts Defininf Network Users Persona & Market Requirements Blue Ocean Competitor Research & Analysis Business Model Generation Draft Presentation Documenting Users Final Pitch Process Book

Market Analysis

Big Mind Map

We started the process by listing various industries and/or concepts we were interested to delve into for the course of this project. These topics were a result of some basic trends research we conducted online. The selected topic is highlighted in pink.

Market Analysis

Selected Markets 1. Active Community 65+ years :Post Retirement Engagement Through our initial secondary research, we were able to understand o u r s e l e c t e d m a r ke t s a n d g a i n an understanding of the kind of opportunities that exist and could be further explored. Frameworks such as 2x2 matrices, SWOT and Porterâ&#x20AC;&#x2122;s 5 forces were also utilized to represent this data which helped us gain a deeper understanding about the three different markets in terms of competition analysis which helped us recognize the market opportunities. Below are some interesting facts we learned about the three markets:

2. Packaging Waste :Carton Management 3. Startup Culture: Creating Value Through Social Interactions

Secondary Research & HMW

Active Community 65+ years

:Post Retirement Engagement

Of those 65+ years old, 18% live alone, and 43% reported feeling lonely regularly.Older women are twice as likely to live alone than aged men because womenâ&#x20AC;&#x2122;s life expectancy is longer. By age 75, about 45% of women live alone.

" How might we use strategic tools to improve the life quality of retired senior citizen ? "

Senior living community

Senior citizen centers(GOV.)

International institutes of senior centers

13 Luxury homes ($$$)

FRAKLIN

Private clubs/ association

Clubs/ association ($$$)

FACEBOOK portal

:Post Retirement Engagement

Old age homes

AARP institute

Rea hat society

Convenient

Inconvenient

MEET UP

VIBRAN (Complicated interface)

SILVER SINGLES SMPs

Senior discounts/ coupons

SILVER SNEAKER MATCH OUR TIME

Sagely

Online

Active Community 65+ years

Offline

2x2 Marerix Analysis

Porter's 5 Analysis

Active Community 65+ years

Competitive Rivalry There is a fair amount of competition in the market in terms of both government funded as well as private organisations.

:Post Retirement Engagement

Buyer Power

Supplier Power The services attained by the potential suppliers have alternatives that are cheaper and easily sourced as well hence itâ&#x20AC;&#x2122;s impact would be low.

Threat of substitution Fair scope of substitutes, as individual services that seize look into the problem are existing.

Our primary user group i.e. the retired senior citizens may be looking to inculcate a healthy and an interesting shift in life after retirement.

Competitive Rivalry Threat of new entry Moderate scope of new entrants.

5 Ws Analysis

Active Community 65+ years

:Post Retirement Engagement

WHO ?

Addressing the lifestyle change that could be unpredictable for the senior citizens, and designing something unique to better understand their future needs, life situations and expectations.

WHAT ?

A system with a large reach that provides varied affordable solutions for the senior retired community to avail and understand the possibilities of social engagement and interest.

WHEN ? Spring 2020

WHERE ?

Senior citizens based out of Savannah, who are retired and still working in and other over long distance calls or meetings.

WHY ?

With the sudden lifestyle drift in the senior citizen post-retirement, thereâ&#x20AC;&#x2122;s an opportunity to engage them with an organizational tool that connects them with new ways of engagement and exploring the possibilities and passion while reducing the loneliness epidemic.

SWOT Analysis

Active Community 65+ years

Strength

:Post Retirement Engagement

WEAKNESSES Need to find the target uses that can afford Insurance companies play a important role

Retired Active Citizen

Increasing user market Help senior citizens get recognized It can be customized with relatively low charge Holistic system that helps senior citizens find more ways to engage

There are already different solutions existed

THREATS Government funded community Need to be proved by regulators Vast competitors Health condition is a critical influence

OPPORTUNITIES Simplify the process Help target users plan their money and life Build a balance relation between target users and their families

Stakeholder Map

Active Community 65+ years

:Post Retirement Engagement

We created stakeholder maps to identify all the different actors and how they relate in the ecosystem and contribute towards the project outcome.

Define Users Groups

Hairdressers, CafĂŠ Staff, Grocery vendors Age: Varied

Uber Drivers, Rickshaw Drivers, Bus Drivers Age: Varied

Looking for engagement because of lifestyle drift

People who live and socialize People who help provide day-day with senior people lifestyle need/wants.

People who simplify commute facilities.

Phone calls, Messages, Video Calls, Face to face meets, personal gatherings, family events

Phone calls, Messages, Video Apps, phone calls, text messages, Calls, Face to face meets, phone directories, print media. personal gatherings, family events

Apps, phone calls, text messages, phone directories, print media.

Nursing home, salon, gym, hospital, interest group

Caregiver service, in-home help

Gathering with interactions, local community

Platform, agency

Looking for better daily engagement and involvement activities.

A balanced emotional and physical environment.

Understanding the user needs Building/facilitating an better and thereby simplifying the engaging system to ease the system/services. user experience.

Demographics

Spouse, Family, Friends, Colleagues Age: Varied

Roles people to get a broader perspective of the situation and better understanding of the opportunities.

Drivers

Retired active citizens Age 65+

stakeholder maps based on the value that they create in the network. We tried to include a diverse group of

Peers

Communication Methods We recruited four user groups from each of the

Connectors

Existing Methods

:Engagement Post Retirement

Retired Citizen

Future Needs

Active Community 65+ years

Secondary Research & HMW

Packaging Waste

:Corton Management

The throw-away society is a human society strongly influenced by consumerism. Cardboard and paper blend-Cartons make up around 41% of solid waste streams.An average household can throw away as much as 13,000 separate pieces of cardboard every year. Most of this is packaging on foods and retail items. In the United States, 850 million tonnes of paper and cardboard are thrown away annually.

"How might we prevent excess generation of waste through exterior packaging (corrugated paper/ cardboard) at grocery stores?"

2x2 Marerix Analysis

High Annual Sale

Packaging Waste

:Corton Management

USPS

DHL

FedEx Corp.

Amazon

S.F Express

LaserShip Inc.

UPS Inc.

Purolator TFI International

OnTrac Inc.

cainiao logistics

Small Business Scale

Big Business Scale STO Express Spee-Dee Delivery Service

Auto Express Tijuana Mexico

Low Annual Sale

Transportes Pitic

Uhaul

Porter's 5 Analysis

Packaging Waste

Competitive Rivalry

:Corton Management

There are bleak chances of competitive rivalry as there isn't a one stop shop that collectively handles the after management of once the waste is generated.

Buyer Power

Supplier Power

With increasing buying power, comes the inflaming need of taking sustainable measures.

This creates a red ocean zone which is beneficial for our business plan.

Competitive Rivalry Threat of substitution With the current scenario, buyers are starting to beoome more conscience along with big brands hence the threat of subsitution is high.

Threat of new entry There are individual companies taking conscious responsibility and setting goals which gives our company the benefit.

5 Ws Analysis

Packaging Waste

:Corton Management

WHO ?

We are aiming at introducing a system for every person who wants to make a sustainable and a conscience shift in relation to packaging waste.

WHAT ?

channelize the waste produced, from exterior packaging of products at grocery stores in a way that can be either reduced or recycled.

WHEN ? Spring 2020

WHERE ? Grocery store Savannah, Georgia

WHY ?

To encourage the reduction of exterior packaging waste produced at local grocery stores and channel it more sustainably .

SWOT Analysis

Packaging Waste

Strength

:Corton Management

Sustainable

S WEAKNESSES

Initially the reach of the company will be restrictive Could be hard to manage a balance between reusable and recyclable

W THREATS Conscious customers

New online platforms to digitalize the practice Individual brands switching to sustainable packaging alternatives

Packaging Waste

Benefit of a new practice Collaborative Expandable/ scalable Cost effective Time efficient

O OPPORTUNITIES If funded by a multi national parent company like Amazon, we could have the edge of a trusted brand name and the added benefit of collaboration.

Stakeholder Map

Packaging Waste

:Corton Management

We created stakeholder maps to identify all the different actors and how they relate in the ecosystem and contribute towards the project outcome.

Define Users Groups

Packaging Waste

Demographics

People who are involved in the Companies that take care of the cycle of food chain. exteriors of products

Companies who are involved with the product and packaging cycle.

Mom, Tourists, students, families, house helpers, bnb hosts, events companies, spouse, local communities.

Recycling companies, landfill, product suppliers, hauling companies.

Customer service, surveys, Emails, meetings (Online/offline), Emails, meetings, phone calls emails, staff assistance, phone phone calls calls.

Roles better understanding of the opportunities.

One stop shop for all grocery items

Communication Methods people to get a broader perspective of the situation and

Contractors

Owner, Store manager, Quality control, store supervisor, customer servers, cleaners, shelf organizers, checker, cashier, pharmacists, florists, bakers, chefs Face to face communication, walki- talkies, E-mails, meetings, training.

Recycle good quality boxes. Hoarding, storing, throwing, Krogers goal is to recover 3.3 recycle, reuse, redesign/ billion tonne of cardboard into the upcycle system.

Using recycled materials

To facilitate a more functional Cost-friendly and easy channel to provide a smarter mechanism for recycling. process for the recovery of exterior waste.

Effective channel to collaborate facilitating scalability through with grocery stores to come up packers. with more sustainable yet feasible alternatives.

stakeholder maps based on the value that they create in the network. We tried to include a diverse group of

Packers

Existing Methods

We recruited four user groups from each of the

Consumers

Future Needs

:Corton Management

Grocery stores (Kroger)

Packaging manufacturers, packaging designers, printing companies.

Only recycle good quality/ condition cardboard. Plastic bags and glass are also recyclable.

Secondary Research & HMW

Startup Culture

: Creating Value Through Social Interactions

There are 93,000 art students those graduate each year.Liberal arts and humanities was the only field for which young adult bachelor's degree holders had both belowmedian earnings and an above-average unemployment rate. â&#x20AC;˘According to Havard Business Review, ,the United States was home to 30.7 million small businesses in 2019. Online Startups in the recent years faced issues pertaining to scalability due to a disconnect with customers and competitors. Young homeowners are 10% more likely to start a new business.

" How might we encourage social interactions within the creative yet competitive startup culture?"

2x2 Marerix Analysis

Engaging

Startup Culture

: Creating Value Through Social Interactions Social media platforms

Design events IKEA(China) Creative online portals

Street exhibitions

Social Media

Creative Online Portals Behance Adobe Portfolio Coroflot Portfolios Flickr Squarespace / Wix/ Godaddy Kickstarter Redbubble Amazon Etsy Dribble

We work (Co working space)

Cost Friendly

We Market (Retail store)

Pricey Neighborhood goods (Retail store) Restore (Retail Store)

Design school portals (Websites) Public factory (Retail store)

Blogs Kickstarter events

Art Galleries

Not Engaging

Platforms Facebook Instagram LinkedIn Pinterest Youtube

Cafes/ Wine and paint (Retail store)

Museum Displays

2x2 Marerix Analysis

Startup Culture

: Creating Value Through Social Interactions Competitive Rivalry There are online websites and handles that provide a platform for the users to display their products but there is hardly any social engagement.

Buyer Power

Supplier Power There are many budding Design Manager, Store Manager, Strategist, Website Developers who are seeking good opportunities. So, they have to utilize the best resources to showcase their best within negotiable parameters.

Competitive Rivalry Threat of substitution There are options available on the through online portal and retail, but they are not very interactive/ engaging in terms of human-human.

1. There are certain challenges that budding startups and art/design students face while featuring their products in the market. 2. There are many online platforms, but they donâ&#x20AC;&#x2122;t encourage real social engagement, hence buyers only have limited resources.

Threat of new entry Virtual Reality on Online platforms. However, being the social co display space with social interactions, the experience is all that counts.

5 Ws Analysis

Startup Culture

: Creating Value Through Social Interactions

WHO ?

WHAT ?

WHEN ?

WHY ?

We a r e i n t e r e s t e d i n designing for millennial who are students or working in the US and find it difficult to adapt to the competitive startup culture and challenges faced while starting one.

A system with a large reach that provides an affordable solution for these young entrepreneurs and students to collaborate, engage and understand their clients and customers closely.

Spring 2020

As the startup and design graduate population rises in the US, there is a need for them to adapt to a new culture and environment while improving their own social and psychological well-being, which could ultimately contribute to the economy of the US.

WHERE ? Budding entrepreneurs and graduate students in Savannah, Georgia and US over long distance calls, organizing competitions and pitch events.

SWOT Analysis

Startup Culture

: Creating Value Through Social Interactions

Strength Accessible for art students/young entrepreneurs

S WEAKNESSES Physical scalability of the platform Constant need of influx and interaction

Startup Culture

Limitations for huge scale designs

THREATS Online Platforms: VR/AR Technology Competitors like kickstarter.com: Crowdfunding Portals Cost-effective Street Exhibitions, Art Schools, and Design events

Investment friendly for entrepreneurs/creative herd to showcase their work A reliable place for inspiration Building relationships Social Gathering and events Creative space for direct interactions

OPPORTUNITIES Collaborations and Investment Opportunities Social Interactions Connections with the competition Understand the customer/user need closely Holding events regularly Customized experience Creative space for direct interactions Investment friendly for entrepreneurs/creative herd to showcase their work

Stakeholder Map

Startup Culture

: Creating Value Through Social Interactions

We created stakeholder maps to identify all the different actors and how they relate in the ecosystem and contribute towards the project outcome.

Define Users Groups

Startup Culture

Existing Communication Methods Methods

Roles

Demographics

: Creating Value Through Social Interactions

stakeholder maps based on the value that they create in the network. We tried to include a diverse group of people to get a broader perspective of the situation and better understanding of the opportunities.

Future Needs

We recruited four user groups from each of the

Design & Art Students Age: Typically, Millennial, and Gen Z Entrepreneurs

Potential Buyers & Promoters Age: Typically, Millennial, Gen X, and Gen Z & Passerby, Universities, Art/Design schools, Tourists, Local people

Professionals

Social contributors

Age: Varied Cafes, bars, restaurants, food Investors, UI/UX Designers, Content courts Developers, Exhibition/Event planners, Visual Merchandisers, Product Designers, Website Developers, Architects, Interior Designers, Furniture Designers, Stylists

People looking for distinctive Could vary from students to a multitude of young professional products, encourage creativity design industries, entrepreneurs and value design.

Add value to the creativity, understand current market trends, communicate brand value.

Provide a physical space for social engagements, interactions and collaborations.

Social media, message, phone, email,small events

Add value to the creativity, understand current market trends, communicate brand value.

Social media,Apps, messages, phone calls, email,

University/ design school events, Online shopping, Retail Cost intensive startup events, shopping, Exhibitions and Online platforms, Crowdfunding events events, exhibitions and design events.

Online Platforms, Big Events, Exhibitions, Special Investment meetings

Socializing, Face to face interactions

Engagement, Recognition, connections with buyers and competition, Low capitalintensive opportunities

Work closely with the clients to gauge their needs, expectations and creation feasibility

Enhance entertainment and ease, each large customer reach

Website, events, apps, email, social media, specific retail stores, exhibitions

Better understanding of the products, personal touch, distinctive products, reliability, varied options to choose from

Market Analysis

Takeaways Active Community 65+ years :Post Retirement Engagement The users are highly connected and depend on each other for information flow.

Packaging Waste: Carton management

User groups seemed very technical and hard to reach during the limited time period of the project .

Startup Culture: Creating Value Through Social Interactions Opportunity to create social engagement across all user groups as a way to foster a holistic value creating ecosystem.

Market Analysis

Concept Selection Team affinity • • •

Team members interest Uniqueness of the project Achievability Quotient

Retired Active Citizens

Startup Culture

Packaging Waste

Team Affinity

Competition

Market Knowledge

Market Opportunity

Competition • •

2*2 To study the competition in the market

Market Knowledge • •

5 Forces/SWOT To validate the maturity of the project

Market Opportunity • •

Stakeholder Map Understanding the scope of the market (Connecting the dots)

Market Analysis

Creative Brief The Bigger Picture:

Problem statement:

According to Ages Living, of those 65+ years old, 18% live alone, and 43% reported feeling lonely regularly. The American Association of Retired Persons (AARP) states, Older women are twice as likely to live alone than aged men because women’s life expectancy is longer. By age 75, about 45% of women live alone. Among the LGBTQ community, seniors are twice as likely to live alone

Human beings are complex creatures and seize to simplify their lives in segments. Those segments are broken down by the factor of age and the experience that comes along with it. It becomes an essential part of life to understand and accept all them individually.

How Are We Different? We are designing a solution essentially for active citizens of age 65+, who are engulfed with the preconceived notions about retirement and it’s drastic transitions. It is meaningful yet solves the problem of loneliness epidemic through fun and engaging ways, such as connecting users from contrast age groups in order to learn valuable skills and share knowledge.

Retirement for many entails a leap of faith after decades of routine. Perhaps no other stage of life triggers such intense feelings of excitement and liberation, on the one hand, but, on the other, fear and anxiety. The inevitable question of “Now what” suddenly becomes the focus and often creates a feeling/sense of disappointment. Many pre-retirees do not fully comprehend how dramatically their lives will change. The shift from being on the job, be it any kind to finally retiring and not knowing any more than one has almost all their life can be dreadful. Factors like loneliness, anxiousness, boredom and most importantly, doubt begins to kick in.

Market Analysis

Scope: Retired Active Citizens In a scenario so drastic, have you wondered what are the extended problem areas attached to this? Secondary Research:

Secondary research will pave our path to a better understanding of the mindsets of the recently retired citizens. With that, it will also help us understand the factors that play a key role into defining that drastic lifestyle shift that takes place right after retirement and the constituents of it.

Primary Research:

Primary research will help us place our focus on the major stakeholders and gauge into the situation through empathy, user persona and journey maps that mainly are the key to going deeper into our topic. Such research and analytical tools will bridge the gap between assumptions and facts and provide us with a better understanding of our potential and existing competitors and eventually design a problem-solving mechanism that is unique to itself.

Research & Analysis

Secondary Research

20%

70%

39%

17%

Americans will be 65 or older by 2030.

The rate of cognitive decline in people with frequent social contact than those with low social activity.

Baby boomers aged 65-74 are increasingly connected, using a smartphone, up 11 percentage points in a year.

Older people made up 17 percent of all traffic fatalities.

Research & Analysis

Primary Research: People We Spoke To... Peers

Ashley (female) Jay (male) Morghan (female) Maddie(female) 59 Surveys

Drivers Marcus (Male) Nigel (Male) Uriel (Female) Fatah (Male) Alysha (Female) Demetric (Male)

Local Service Providers

Retired Active Citizens

Nail Salon (male) Cashier from Starbucks (male) Ticket Seller (female) Ceramic Teacher (male) Leopold Ice Cream Server (female) Vendor, Farmerâ&#x20AC;&#x2122;s market (male)

Ebert: 1 year from retirement Tommy Hardy: Working Victoria: About to retire John: Retired, 6 years Phil: Retired, 7 years Suzanne: Retired 2 years Ava: Retired 20 years David: Retired 4 years

Research & Analysis

Survey Insight: Peers How do you usually interact with senior citizens?

If you donâ&#x20AC;&#x2122;t live with them where do they live?

Who are seniors likely to talk the most with?

4% 4%

3% 3% 20%

66% Face to face Phone call/Video call Letters/Emails Day-to-day lifestyle activities Family events Special events (Anniversary, Birthday) Others

2% 7% 22%

71%

14%

17%

61% Their personal homes Senior living communities Old age homes Day-to-day lifestyle activities Others

Spouse Family/ Friends of the same age group Family/ Friends younger than them Both their age and younger Others

Research & Analysis

Survey Quotes: Peers Early retirement is a good idea.

My grandmother hates the idea of retiring, I feel like she is so scared about her body not working or deteriorating so she's always making sure to be active all the time. She's 69 years old.

Life has started a whole new chapter for them.

If their bodies are healthy enough, then retirement is still unnecessary.

They are pretty open minded.

Scary, nervous, idle and boring...and getting old..

My father was retired from a previous job, but he want to do something to earn money and move himself because he doesn't want himself to be useless.

Even though his age is asking him to retire, he does not want to. He keeps planning on what to do when he retires..he seems a bit worried on how to deal life at home esp with my mother.

Research & Analysis

Interview: Peers Introductory Questions May I know your name please? How are you doing today? Could you spare 5-10 minutes in helping us with our class project?

Routine Who is the person they talk to the most? Do they have a local community? Who are those people?

Relationship Status What is your job?

Challenges What annoys them most?

Process

What can make them uncomfortable?

Do you have any family members/ friends who are retired? How often do you interact with them? Please tell us what kind of interaction do you have? How often do you hangout with them?

Conclusion What if there is no worries at all, what is the one thing you wanna do for them?

Engagements What do you enjoy the most when you are with them? Do they have a local community? Who are those people? What do you think their life focus is currently?

Research & Analysis

Interview Quotes: Peers The sole focus after retirement is to not feel I never ask retired. and they never tell

Iâ&#x20AC;&#x2122;m not sure why theyâ&#x20AC;&#x2122;re always so worried about my school. I think staying away maintains a sense of closeness in a weird way.

Research & Analysis

Empathy Map: Peers THINK + FEEL · · · · · ·

Loneliness and paranoia go hand in hand They enjoy being the center of attention and love to be approached. Extended focus on their hobbies Value for their spouse and family becomes deeper Uncertain about the level of productivity post retirement Women comparatively worry less about retirement compared to men.

SEE · · · · · ·

Dissatisfaction towards unachieved goals and desires. Expressing discontentment towards rules and regulations Concerns around family and peers Tales of the past mostly achievements and selective failures Inclinations towards exploring their personal interests Mental state

SAY + DO · · · ·

Inclined interest in spending more time with them. Help curb the loneliness element. Sense of self consciousness and insecurity takes a toll on them. Accompany them for additional assistance

PAINS · · · · · · ·

Striking a balance between personal and family life Unmatched and badly coordinated schedules Years of experience can manipulate and influence personal decisions Badly acquainted with retirement stress and its constituents. Lack of communication that slows down the interaction Prioritizing Getting acquainted with various moods and opinions

HEAR · · · · ·

· · · · · ·

Curiosity resulted in travel, extended learning and part time jobs. Steer away from being idle Unorganized about their post retirement plans Uncertainty about their source of happiness Increased concern towards their health (Mental + physical)

Acceptance to millennials and their ideologies Branching out to explore post retirement options Unconventional skills Permanent sense of independence and self care. Open conversations about retirement Curiosity towards technology

GAINS

Research & Analysis

Persona

" As kids we always want to grow up and as a grown up we always want to be a child again."

Morghan * SRT: Senior Retired Citizen

AGE 21 years old

GAMIFY STRENGTHS

PROFESSION Student

Socializing Learning EQ Intuitive Dependence Physical health Experimental Income Awareness Aspirations

STATUS Single VISION To take growing up one day at a time! FUN FACT Speaks four languages and all of them are learned through her peers. HOBBIES Solo traveling Hiking, Vlogging Journaling Story telling BIO Morghan is 21 year old. She is currently pursuing her undergrad in fragrances and beauty. She lives with her family and believes that she’s currently taking it one day at a time. She is a versatile girl who speaks her mind out and is always up for a meaningful, fun conversation. She loves to document experiences from her life as they’re her major value additions.

45 10 9 8 5 6 7 9 4 7 10

Pain • Varied moods and feelings • Feelings of uncertainty, lack of direction and boredom • Unmatched schedules + timelines • Fixed notions Gain • SRT have the luxury of ample time that stirs curiosity • Acceptance towards millennial mindsets • Open conversations • Technological inclination

Research & Analysis

Persona "Age is just a number."

AGE 65 years old

GAMIFY STRENGTHS

PROFESSION Retired event manager

Socializing Learning EQ Intuitive Dependence Physical health Experimental Income Awareness Aspirations

STATUS Married VISION Challenging herself and explore her boundaries FUN FACT I can hike with twenty year olds and kick their asses. HOBBIES Gardening Trying to experiment with her cocktails Read about other cultures Hosting Shopping for antiques and hosting

Mrs. Joan

BIO Mrs Joan is 62 years old, she is very happily married. She loved her job pre retirement and was loved by all her colleagues. She along with her husband visit their children but love and enjoy their independence. She has Great taste in fashion and has an eye for striking aesthetics! She is curious but occasionally laid back which works as both her strength and weakness. She is always transitioning but has her days.. let's find out more!

Pain • Uncertain and irregular socializing • Confused feelings • Fixated opinions due to experience • Family conflicts • Unsafe road management Gain • Independance • Reconnecting with peers • self care + awareness

46 6 7 9 9 7 7 6 8 7 7

Research & Analysis

Interview: Drivers Introductory Questions

Routine

May I know your good name please?

What time do seniors travel actively?

How are you doing today?

Where do they usually go?

Could you spare 5-10 minutes in helping us with our class project?

Where do you pick or drop them?

For how long have you been driving?

Do they travel alone or are usually accompanied by somebody?

Do you like driving in general?

Challenges

Process

Do you ever become friends with your passengers and how?

What is the best part of the service you provide to your customers?

How do you handle awkward customer situations?

What kind of different traits you come across while you talk to senior citizens?

What do you think about their emotional, physical and social quotient?

What is different or unique about them?

Conclusion

How often do senior citizens ride with you?

How differently do you treat senior retired citizens as compared to the

Engagements

other users?

Do they talk a lot and what are the conversations mostly like?

Please use your imagination to tell us about some ideas you think that

Who mostly initiates the conversation? (if they say no, move to next question)

could add to a cooler serving experience for seniors while commuting.

What kind of stories do you hear from them? Can you tell us about the most memorable conversation youâ&#x20AC;&#x2122;ve had?

Research & Analysis

Interview Quotes: Drivers Women like to dress up and Men like to brag. Most retired senior citizens donâ&#x20AC;&#x2122;t always suffer from medical or financial issues, but itâ&#x20AC;&#x2122;s the thought of doing nothing.

They are experienced and they love to share what they are good at. I feel they need acceptance and not interdependence.

I try to keep my music at a lower volume and try to communicate louder.

I have heard seniors are highly opinionated and stubborn.

Research & Analysis

Empathy Map: Drivers THINK + FEEL · · · · · ·

Senior citizens are highly opinionated and entitled They are also curious and enthusiastic Take uber/public transport for safety over convenience Rare engagement opportunities in Savannah Enjoy their own space Seniors need acceptance and not interdependence

SEE · · · ·

SAY + DO · · · · · · ·

Drive to make a living and know people better. Treat Seniors especially Create a comfortable environment for the customers Most face debt and financial issues Often become friends with strangers Don’t pick up senior customers on an everyday basis Stigma and stereotypes attached to fitness

PAINS · · · · · ·

Insufficient services provided by uber Low weightage to social skill training for drivers Challenges in providing physical assistance/amenities Poor infrastructure of the city (safety) Clueless reaction to the conversations Uber driver: Most of the citizens in Savannah take DOT so there is a disconnect

Taken driving in their own hands Increased curiosity Most senior women lack legal know-how Spiritually strong

HEAR · · · · · ·

· · · · · · ·

Infrastructural concerns Most people after retirement become lonely EQ in female customers is high as compared to men Not up to date with city plans and deals Compliments from senior citizens Most senior citizens (if not with spouse/family) live alone in private homes.

GAINS

Drivers look forward to an inclusive design Regular tips and compliments from senior citizens Usual pick up points-Homes, Airports, Restaurants, Shopping Stores Customers familiar with latest technology Mornings and late evenings are the usual traveling time Open to conversations Senior citizens have the willingness to initiate talk

Research & Analysis

Persona

AGE 35 years old

" Everything in life can’t be generali1zed, we as service providers need to know people better."

Rochelle

PROFESSION Uber driver STATUS Part-time uber driver VISION More opportunities to know people and shatter the stereotypes FUN FACT She bonds with customers over Billie Eilish HOBBIES Listening to different genres of music Meeting new people Loves yoga Writing poems BIO Rochelle is a part-time Uber driver who also works with a Telecommunication agency. She has been driving for the last 3.5 years in Savannah. She is very cordial and empathetic towards her customers. She is very professional with her work ethics and treats senior citizens in a special way. She bonds with them as they are enthusiastic and are always open to conversations. She believes seniors deserve better services and amenities by city management in general and by Uber since they tend to tip and compliment more often as compared to customers of other age groups.

GAMIFY STRENGTHS Socializing Learning EQ Intuitive Dependence Physical health Experimental Income Awareness Aspirations

50 8 9 9 9 7 9 8 8 8 8

Pain • Low weightage to social skill training for drivers • Insufficient services provided by uber Gain • Looking forward to an inclusive design • Regular tips and compliments from senior citizens • Open to conversations • Seniors bond over his best hobby example, music

Research & Analysis

Persona

AGE 40 years old

" Senior citizens are not aliens."

PROFESSION Uver driver STATUS Part-time uber driver and sale agent VISION Looking at seniors through a different lens. FUN FACT Plays chess in his dreams. HOBBIES Driving Gaming Observing people

Marcus

BIO Marcus is 40 and has been driving for Uber for the last 2 years in Savannah. He is an ambivert and loves to drive. He takes an interesting yet critical approach while talking to his customers. Since he is an ambivert he over-do conversation only when his customer is open to them as well. He believes senior citizens are entitled and get things done their way because they are older. His conversations with senior citizens are mostly around politics and city infrastructure. He believes male citizens love to brag about their possessions and females love to share their personal stories.

GAMIFY STRENGTHS Socializing Learning EQ Intuitive Dependence Physical health Experimental Income Awareness Aspirations

51 6 7 7 8 6 9 5 7 8 7

Pain • Clueless reaction to the conversations. • Highly opinionated customers. • Most of the citizens in Savannah take DOT so there is a disconnect. Gain • Customers are familiar with latest technology. • Mornings and late evenings are the usual traveling time for people, especially senior citizens.

Research & Analysis

Interview: Local Service Providers Introductory Questions

Routine

How are you doing?

Do you feel the difference between elderly customers and others?Â

How's business today?

How do they travel?

Could you spare 5-10 minutes to help us with our class project? Different products they bought/services/ time spend here/frequency?

Process

Challenges

What is your role in this community?

How would you improve your service to be more senior citizen friendly?

What kind of service do you provide?

Do you find them hesitating while asking for any help or assistance?

How often do senior citizens visit you (Your service)?

Do you have any special service for them? (Coupon, sale)

What time of the day do they prefer to visit?

Would you be worried about retiring, get older? Why?

Engagements During their visit, do they indulge in any interaction?Â Do you usually talk with them? How long will it last? What are the conversations about? Personal/work Do you find them being accompanied by someone or alone?

Research & Analysis

Interview Quotes: Local Service Providers It's just typically exciting for them just to come out and have fun and do things they haven't done.

When I see an old woman, I always say: "Hi, young I know their lady." name, I also know their drinks.

Some of them need you to talk to them.

In most cases, they forgot their credit card & change.

They are happy talking about dating and their child's' story when they come.

I think 80% of the sales are because I am nice to people, have a good interaction with them.

Research & Analysis

Empathy Map: Drivers THINK + FEEL · · · · ·

Personalized service would make them feel excited and special. Some come to have fun and do things they haven’t done before. Difficult to get people to know Like to be around Senior citizens have clearer demands

SAY + DO · · · ·

Talk about their own life, they are more interactive and involved. 80% of the sales are because I treat them nice and warm. They are more active in the morning We have created an old-fashioned atmosphere

PAINS

· We don’t have much time to interact with them

SEE · · · ·

Senior citizens accompanied by little children in farmers market In most cases, they forget their credit or change after they pay Some of them need a place to stay by their own Senior citizen look happier after interacting with service providers

HEAR · I heard some senior citizens don’t usually have people visit them · There are programs funded by government for low-income senior citizens

GAINS

· Willing to help · Service providers can remember their customers’ name and preference · Willing to provide special and personalized servicesss

Research & Analysis

Persona

AGE 35 years old PROFESSION Ceramic artist STATUS Part-time uber driver

" I'm here to help! "

VISION Creative, connector, best service provided, innovation FUN FACT He never uses the window blinds in his classroom, because weather is a good topic for his students to start a talk when looking through the window. HOBBIES Sketching Soccer Running

Jack

BIO Jack is a ceramic artist, he called himself the clay guy. He is working for an art center funded by the l oca l gove r nme nt. T he p latform p rovide s diffe re n t art classes like performing art, dancing, jewelry, and ceramic. He worked for a year,and felt it is hard to get people to know there, but after the first try they love it and bring more friends in, which became a small community. He loves to talk with people and often goes to senior living communities to give them ceramic classes.

GAMIFY STRENGTHS Socializing Learning EQ Intuitive Dependence Physical health Experimental Income Awareness Aspirations

6 7 9 9 7 7 6 8 7 7

Pain • It’s hard to reach out potential customers, he did outread to help involve more people in. • Some people prefer doing something “clean”, instead of doing clay. Gain • Satisfy during teaching ceramic • Positive feedback • Building community by his hardworking and patient

Research & Analysis

Persona

AGE 33 years old

"I help them style themselves! "

PROFESSION Nail artist STATUS Full time nail artist VISION Make her customer glow FUN FACT She has one dog, two cats, and a chicken in her house. And they are getting along well with each other. HOBBIES Baking Shopping Hiking Dancing

Lisa

BIO Lisa is a nail specialist in a local nail salon, she has been working for almost 4 years. She got married 23 years ago, and has two children who are both in college. She works 6 days a week and usually hangs out with her friends during leisure time.

GAMIFY STRENGTHS Socializing Learning EQ Intuitive Dependence Physical health Experimental Income Awareness Aspirations

9 5 8 8 7 7 9 7 6 5

Pain • Sorry for senior citizens about the loss of partners • Challenges to improve the quality Gain • Friendship with customers • Content with her service due to relaxing work atmosphere • Sympathetic

Research & Analysis

Interview: Retired Active Citizens

Introductory Questions 1. Name, How are you doing today? 2. Could you spare 5-10 minutes to help us with our class project?

Process 1. When are you plan to retire? 2. If not retired, do you have any post-retirement plans? 3. Are you excited about it or worried that your life might be a bit different?

Engagements 1. Has the focus shifted in your life post-retirement, could you elaborate on that? 2. Who do you live with, and do you speak the most to your daily life? 3. How often do you go out for personal engagement, and where? 4. Do you drive or do you use public transport?

Routine 1. What does a typical day in your life look like? 2. Who do you think is the closest to you right now?

Challenges 1. According to you, what is the best and worst part of going out? 2. Tell us something that excites you the most. 3. Name three things on your bucket list?

Research & Analysis

Interview Quotes: Retired Active Citizen I like to keep myself busy someway.

Best part is just going out, that's the fun part. And the worst part, I guess it's coming back.

Friday doesn't mean as much anymore as it used to. Well... my day could be borning.

I donâ&#x20AC;&#x2122;t like cooking, but I have no choice.

I would love to learn to style myself.

I learn a lot from young people, they like to challenge everything.

Research & Analysis

Empathy Map: Retired Active Citizen THINK + FEEL · · · ·

Derive pleasure from small joys Sense of belonging Learning and teaching Living in the present

SEE · Meaning to life · Better Planning · Insecurities

· Social Influence · Increased curiosity · Keeping it stylish

SAY + DO · · · ·

Inclination towards music and art Prioritizing leisure activities Independent mindset Investment opportunities

HEAR · Companionship (Pets) · Fitness and health · Selective Indulgence

· Infrastructural concerns · People’s opinion

PAINS • • • • •

Loss of a partner Dependency on children/grandchildren in regard to technology. Compared to men, women become more emotional post retirement, especially when they are lonely. Finance and medical expenses Bucket lists becomes an unattainable desire.

GAINS • • • • • •

Being idle is no more a luxury. Vague idea about exploring boundaries No choice with the household chores Monotony of life Dealing with stereotypes and preconceived notions Road safety

· · · · · ·

Flexibility in choice of work Liberty to fulfil abandoned desires Up to Date with the new generation Closer concentration to health and fitness Open to conversations and engagement opportunities Mentorship

Research & Analysis

Persona

" It is better to burn out than to fade away"

AGE 67 years old

GAMIFY STRENGTHS

PROFESSION Retired consultant (3 years ago) STATUS Married VISION Challenging himself and explore his boundaries FUN FACT I l o v e s u s h i b u t I d o n ' t k n ow h ow t o use chopsticks. HOBBIES Fishing Stock market

John

Exploring art Exploring food

BIO John is a recently retired business consultant with 35 ye a r s of e x pe r i e nce . Post- re tire me n t his life is on ly getting better. He is highly aspirational and usually indulges in political discussions. He thinks depending on someone is his pet peeve. Since he traveled a lot and spoke to people from all domains, he believes he has the world-class experience and is looking for ways to share his experience with younger generations. It gives his life a greater purpose that cannot be found anywhere else.

8 9 5 8 3 8 9 6 8 8

Socializing Learning EQ Intuitive Dependence Physical health Experimental Income Awareness Aspirations

Pain • Dependancy of children • • • Finances • • Road safety

House chores Being idle Insecurity

Gain • Liberty to fullfill abandoned desire • Up-to-date • Fitness oriented • Sharing experience

Research & Analysis

Persona

AGE 65 years old PROFESSION Retired receptionist (8 years ago) STATUS Widowed

"Take up the advantage of an oppotunity always."

VISION I love to cook. But the best I can do is for myself. FUN FACT I love to bridge cultures through my cooking. HOBBIES Learning to cook vegan Organizing small potlucks Trying traditional and modern cuizines Collecting recipe books Window shopping

Victoria

BIO Victoria is a retired receptionist, who has worked in the industry for the last thirty-two years. Her husband passed away due to an unfortunate event and that has led her to envision a different side to her. She would love herself some deep conversations over a tea party but to her lack of enough will and confidence, she hasn’t been taken too seriously.

GAMIFY STRENGTHS Socializing Learning EQ Intuitive Dependence Physical health Experimental Income Awareness Aspirations

6 9 11 9 4 9 4 8 9 9

Pain • Loss of a partner • Loneliness • Lack of exposure • Dealing with stereotypes & preconceived notions • Monotony of life • Procastinating her desires Gain • Up-to-date • Willingness • Fitness oriented • Highly conversational

Research & Analysis

Design Criteria Pain 1. Loss of a partner 2. Dependency on children/grandchildren in regard to technology. 3. Compared to men, women become more emotional post retirement, especially when they are lonely. 4. Finance and medical expenses 5. Bucket lists becomes an unattainable desire. 6. Being idle is no more a luxury. 7. Vague idea about exploring boundaries 8. No choice with the household chores

Gain

9. Monotony of life

1. Flexibility in choice of work

10. Dealing with stereotypes and preconceived notions

2. Liberty to fulfil abandoned desires

11. Road safety

3. Up to Date with the new generation 4. Closer concentration to health and fitness 5. Open to conversations and engagement opportunities 6. Mentorship

Retired Active Citizen

Research & Analysis

Design Criteria

Pain • Dependency on children/grandchildren in regard to technology. • Compared to men, women become more emotional post retirement,especially when they are lonely. • Bucket lists becomes an unattainable desire. • Vague idea about exploring boundaries • Dealing with stereotypes and preconceived notions • Road safety

Gain • Liberty to fulfil abandoned desires • Up to Date with the new generation • Open to conversations and engagement opportunities • Mentorship

Drivers

Peers

Local Service Providers

1. Introduction of inclusive design and personalization.

1. Mood swings and uncertain behaviors (boredom)

1. Extended help and personalized service

2. Location-centric engagement (pick up /drop off)

2. Unmatched schedules and timelines

3. Inclination towards the latest technology

3. Lack of direction

2. Hesitant to make conversations.

4. Open to conversations

4. Independence

3. Interaction time constraint.

5. Inefficient services by uber

5. Self-care and awareness 6. Communication gap

for senior citizens.

Research & Analysis

Design Criteria 1. A less complicated user interface 2. Reliably, Responsibly, and Proactively. 3. Explore uncertain boundaries. 4. Open-minded atmosphere without stereotypes 5. Up to date with the new generation.Knowledge-sharing experience.

Research & Analysis

Value proposition FOR

Active Citizens 65+ years.

WHO

Are about to retire, recently retired or have already retired.

OUR

Innovative solution that bridges the gap between their current situation and future aspirations.

Providing them with emotional and engaging channels.

UNLIKE

Existent generic engagement facilities and products e.g senior communities and associations.

OUR

Concept is empathetic, user-friendly and backed up by an engaging social system.

Research & Analysis

How Might We Statement How might we facilitate active citizens who are 65+, to use the best of their abilities in order to enhance their post retirement life?

Competitors Research & Analysis

Decision Matrix

We selected these companies for being the current market leaders offering engagement to the active community of 65+ years. In order to define the strongest candidates we voted from 1 to 5 on how much they aligned with our design criteria must haves.

User-friendly interface

Reliably, responsibly, and proactively.

Explore uncertain boundaries.

Open-minded atmosphere without stereotypes.

Up to date with the new generation.

Knowledge-sharing experience.

Competitors Research & Analysis

Leading Network Competitor - The Freebird Club Profile The Freebird Club is a social travel & home-stay club for the over 50's. It is a 'peer-topeer' club, which enables members to travel and stay with fellow member hosts, who have opted to make their spare rooms available for nightly rent. To travel or host via Freebird, Users first have to become an approved member of The Freebird Club. There is a once-off Joining Fee of â&#x201A;Ź25 which helps cover the costs of vetting and approving members. This 'pay-to-join' membership model also serves to ensure that only genuinely interested people, who subscribe to the Freebird ethos, will go on to join the Club. This enhances the sense of trust, security and community, which is so important for userâ&#x20AC;&#x2122;s membership. Website https://www.freebirdclub.com Founded In 2017 Annual Income Not Applied Lastest News The new website, which launched in the United States this week, aims to match 50+ travelers with 50+ hosts. Company type Private Formerly called Socail travel & homestay club for over 50 Technologies they Use Website

Competitors Research & Analysis

The Freebird Club - SWOT Analysis STRENGTHS

S WEAKNESSES • Only connect to the same ages group • Once-off Joining Fee of €25 • Technological knowledge required

W THREATS

• Highly competitive market such as Airbnb who doesn’t target on the age group but has more interesting opportunities. • Seniors don’t want to only hangout with same age group.

The Freebird Club

• Safety control • Social network connection • Global-wide service create richer lives and new adventures

O OPPORTUNITIES • Not many business models target on over 50’s age group. • Aging population is growing which meant it has potential market.

Competitors Research & Analysis

The Freebird Club - Business Canvas

Eliminate Raise

Key Partners

Key Activities

Value Propositions

Customer Relationship

Customer Segments

50+ hosts 50+ travelers 50+ business travelers 50+ backpackers Investors Capitalist Bank Platform developer&maintenance Seniors AD channels

Improve customers engagement Website development Product & service development Safety control

FOR travelers who are 50+ OUR platform is a ''peer-to-peer'' club, which enables members to travel and stay with fellow members and hosts, who have opted to make their spare rooms available for nightly rent BY providing a social travel & home-stay club service. OUR concept serves 50+ travelers who care about safety and engagement

Customer service Community Co-creation Low-cost Social Media

Host 50+ who have extra room 50+ want to meet new people 50+ who care about safety

Key resources Local hosts Network provider Travellers

Website Friend's recommandations News paper Magazine

Revenue Streams

Cost Structure Website maintenance Salary(Employees) and product developers Transition

Channels

Advertising and Promotion Product Development

Once- off joining membership Freebird club fee when making a reservation

Reduce Create

Guest 50+ who love to travel 50+ who prefer more interaction 50+ who want to spend less money

Competitors Research & Analysis

Leading Network Competitor - Meetup Profile Meetup is a platform for finding and building local communities with the brand title â&#x20AC;&#x153;The real world is callingâ&#x20AC;?. People use Meetup to meet new people, learn new things, find support, get out of their comfort zones, and pursue their passions, together. It caters to people wanting to integrate. They provide a common ground to the users for building connections. Meetup serves self-motivated people (for social needs and empower people to work as ambassadors) Website https://www.meetup.com/ Founded In 2002 Annual Income Not Applied Lastest News Purchased by We work in 2017. Meetup came up with a new model by the end pf 2019 where it is charging event fees from the organizers. Company type Private Formerly called Socail travel & homestay club for over 50 Technologies they Use Mobile Application, Website Application, In-built integrations, Network Insights

S WEAKNESSES • Maximum group limit-3 • Expensive plans with $14.99 monthly plan • Insufficient information about the app on the mobile application itself • Less customizable

THREATS • Other popular social media platforms like Whatsapp and Facebook • Innovative platforms with low or no fee

Meetup

STRENGTHS • Human-centric and empathic • User-friendly interface • Receptive to feedback • Community-based platform • Quick and easy platform to build communities and meet people in person • Add unlimited members to the group. • Customer service (leaders) to help manage the groups • Set membership dues and event fees to help cover costs

O OPPORTUNITIES • An existing database of 44 million users • Flexibility for mass engagement. • Helps brands and businesses reach audiences in real life through community-supported groups and events. • Mobile Application for quick access • Highly customizable

Competitors Research & Analysis

Meetup- Business Canvas

Eliminate Raise

Reduce Create

Key Partners

Key Activities

Value Propositions

Customer Relationship

WeWork Companies Apple Inc. Google, Inc. WePay Industries and Organizations Content Developers Event Planners Workforce New partnerships

Community Building Platform development (Website, app) Platform promotion Learning and Career Building Platform management Security Management API (Other App Integrations) Expand membership programs Content development Visual Content Global Management Client Branding Collaboration with pick up and drop service providers (eg Uber/Lyft)

FOR everyone to find and build local communities. OUR platform connects people to use Meetup to meet new people, learn new things, find support, get out of their comfort zones, and pursue their passions, together. BY providing a common ground to the users for building connections. OUR concept serves self-motivated people and organizations (for social needs and empower people to work as ambassadors)

Individuals (all age groups) Multi-faceted programs Interpersonal relationships Event groups Premium membership plans Companies Customized activities Interconnection between venues and communities

Key resources

Parent Company (Wework) User Databases Content Copyrights Credible Client Bases (Admins/Host/ Communities/Organizations) Employees Credible Client Bases based on reviews Front end assistance

Cost Structure Platform maintenance (App, Website) Salary(Employees) and product developers

Customer Segments

Channels Website Apps (Mobile) On ground activities/ interaction Instagram/ Facebook

Revenue Streams Advertising and Promotion Product Development

Individual groups Memberships (Yearly, monthly)

New customer acquisition opportunities

Competitors Research & Analysis

Blue Ocean Strategy Canvas As we started to realize we might be on the path of creating a social platform, we analysed several other digital social platforms that bring people together to understand the kind of user needs they currently cater to the must haves/ requirements represented on the X-axis. The touchstones were selected from our design criteria model as the aim was to explore how other competitors fulfil the criteria that we aim to excel in.

Senior Corps

12 10

AARP 8 Tinder 6 Facebook 4 Freebird Club 2 Meetup 0

Membership

Travel Senior focus

Booking(allow) Security

Common Meetings

Self serviceTransportation Local

Molti sided provider

Confined

Competitors Research & Analysis

Take Aways

These are the opportunities (+) that we have identified for our own business model. On the other hand, we have also identified the weaknesses (-) that we would like to avoid in our own business model. (-) Outsourcing is limited

(+) Multi-faceted programs

(-) Not fully utilize the social media

(+) Interpersonal relationships

(+) Creat a open conversation without stereotype

(+) Customized activities

(-) Not user-friendly interface

(-) Not focus on active citizens' who are 65+ years

(+) Great focus on active citizens' who are 65+ years engagement

(-) Not focus on active citizens' who are 65+ years

(-) Low profit due to small amount of members

(+) Premium membership plans

WORKING WALL

Business Model Generation

Creative Matrix The objective of creative matrix was built to create an intersection of the 5E’s of User Experience design with our key personas. This was followed by multiple brainstorm sessions with the whole class which included creating quick concepts for these personas at every stage of an experience. We tried to answer questions such as: • • • • •

How do we entice our persona? How would they enter our offering and become a part of it? How would we keep them engaged? How and why would the persona exit our offering? How can we extend the use of our offering and retain our personas?

Business Model Generation

Zag: The 17 Steps Process 1

WHO ARE YOU?

We strongly believe that ones’ skill set will always remain their asset. An amalgamation of active engagement along with added credibility plays a vital role in uplifting one’s experience post retirement.

WHAT DO YOU DO?

We seize to bridge the gap between abandoned desires and opportunities by equipping them with possible opportunities to ensure their emotional and functional well-being during this transition.

WHAT MAKES YOU THE ONLY?

Our brand is not just an engagement platform for retired active citizens who are 65+ years but, it is special because one seizes to utilize their assets (skills) in the best way possible to provide an enriching overall experience.

WHAT IS YOUR VISION?

Our vision is to channelize them into a more self-driven and an independent lifestyle that helps them successfully navigate through different life transitions.

WHAT WAVE ARE YOU RIDING?

• • • • •

WHAT IS YOUR ADD OR SUBTRACT? We are subtracting: • Post retirement stress • Ambiguity and Uncertainty • Social isolation

We are adding: • An extended vision • A personalized experience • A sense of collaboration • Constant encouragement & engagement • Recognition and Credibility • Providing a purpose

Networking Post Retirement Anxiety Channelize emotional Intelligence Pro Retirement Fisheye vision

WHO SHARES THE BRANDSCAPE?

• • • •

Associations and Clubs: YMCA Government funded engagement platform: AARP and Senior Corps Social engagement platforms: Meetup, Facebook Unconventional engagement platforms: Freebird and Tinder

WHO LOVES YOU?

• • • • • • •

Who are retired & looking for value Who are curious and open minded want to earn a little extra Part their cultural legacy Want to extend their knowledge Want to reconnect/engage Others with experiences People who are intrigued by the unique qualities of various individuals

Business Model Generation

Zag: The 17 Steps Process 9

WHAT DO THEY CALL YOU?

WHO IS THE ENEMY?

• •

Cultural Associations and Clubs: YMCA Government funded engagement platform: AARP and Senior Corps Social engagement platforms: Meetup, Facebook Unconventional engagement platforms: Freebird and Tinder

• •

WHAT DO THEY EXPERIENCE?

• • • • • • • •

Trackable Journey Feedback and comments Knowledge sharing Learning experience Versatility Easy networking Recognition and value Extra income

Retide

HOW DO YOU EARN THEIR LOYALTY?

• • • • • •

Friendly customer engagement Personalized Journey Consistency Reliable and resourceful Safe Playful and engaging interface

HOW DO YOU EXPLAIN YOURSELF?

True Line: Retide Tagline: guides you to share and learn through the change with life transition

HOW DO YOU EXTEND YOUR SUCCESS?

We believe that learning is a neverending process and age is no barrier to it. Our portfolio entices challenging life transitions in the future.

• • • •

HOW DO YOU SPREAD THE WORD? Social Media Marketing Advertisements, Radio, Flyers Word of mouth Networking- workshops/events

HOW DO YOU PROTECT YOUR PORTFOLIO?

• • • •

Security of information Protected database Algorithm Patents Amplifying unique trustworthy partnerships

HOW DO PEOPLE ENGAGE WITH YOU? FAQs Customer Service Feedbacks and Reviews Social Media

Business Model Generation

SWOT Analysis With the SWOT for our company, we were able to identify the strengths of our offering, recognize the weaknesses to be able to improve on them, create potential opportunities for not only our platform but the environment around us and think about our initial threats that would require us to be cautious.

WEAKNESSES • Technology barriers • Marketing strategy • Outreach resource • Lack of funding • Customers recuritment • Gaining seniors' trust & loyalty

Retide

THREATS • Local engagement communities • Banks and payment companies charge high processoing fee

STRENGTHS • Security guarantee • Positive feedback loop • Inperson interaction

• User friendly interface • Low investment to start • Culture Legacy

O OPPORTUNITIES • Growing community of active citizens who are 65+ years • Recognition Needed • Raising culture awareness • New customer segment is involved by physical events • Database • Unlimited Sharing • Subscription economy

Business Model Generation

Retide - Business Canvas Key Partners

Key Activities

Venmo Google INC. Apple INC. Banks (BOA) Workforce

Skill sharing & Gaining Content development database management platform management workshop marketplace

CRM & Updates App integration visual content security management

Key resources User database Employees Content copyright

Cost Structure Platform promotion Marketings & Advertising cost Platform maintenance

Value Propositions

Customer Relationship

Customer Segments

FOR active retired citizens (65+ years) WHO are looking to part & gain skills through Reride, WHICH facilitates active engagement & knowledge sharing BY providing a user-friendly interface UNLIKE complex generic platform, Reride is an interactive, empathetic solution, by providing a sense of credibility & recognition to our users.

Free trial (Conducting first 3 workshops) Reminders and Advices Customer care service Automated notifications & Reminders Customized data report

1. Provider: Active retired citizens (65+ years) who are open-minded and experienced, want to earn extra money, extend culture legacy, more engagement, need(want) credibility, recognition.

Channels

2. People who can assist retired people in catching up the new trend

Facebook Instagram APP (mobiles) website On ground activities

3. Learners: People who are curious about the master(sesoned) skill, and want to extend their social events and reconnect, as well as have culture conscious (keep tradition).

Revenue Streams Platform development cost Datacenter storage Salaries

Monthly membership fee $5 Half yearly membership fee $30 Annually membership fee $60

Service fee: 7% from workshop / provider 3% from learners

Transation fee $0.99 Collecting & Selling data base

WORKING WALL

Documenting Users

Product Vision Board VISION

TARGET GROUP Active citvizens 65+

People who want to learn skills

To facilitate active citizens who are 65+ to use the best of their abilities in order to enhance their post retirement life.

NEEDS • •

•

To explore undiscovered boundaries. To learn and share through their rich life experiences.

To learn skills from the most experienced community.

PRODUCT A phone application that is unique and user friendly, with the help of our brand's ethics, Retide provides a customized experience for our target groups. This allows them to explore their boundaries in the most versatile ways.

BUSINESS GOALS • • •

To attract potential users and provide them with a customized, empathetic and unique channel. Branch out our connectivity and earn customer loyalty. Create a trustworthy and a reliable channel for the users.

Documenting Users

5E's of User Experience

By using the five E’s of customer experience, we listed out the various features that would be available on our platform to begin with. We selected some of these features and created a user scenario with them

ENTICE

ENTER

ENGAGE

EXIT

EXTEND

•

BY BEING EMPATHETIC YET FUN AND FULFILLING

•

DOWNLOAD THE APP FROM APP STORE

•

CONNECT WITH VERSATILE USERS, SHARE AND LEARN

•

PROVIDE US WITH GOOGLE REVIEWS

•

RECEIVE NOTIFICATIONS AND REMINDERS

•

WORD OF MOUTH

•

REGULAR NOTIFICATIONS

•

RATE US AS SERVICE PROVIDERS

•

SOCIAL MEDIA ADS

IGN UP USING FACEBOOK & GOOGLE

MONITOR YOUR FOLLOWERS AND REWARDS

SHARE IT WITH YOUR PEERS

FIRST THREE FREE BOOKINGS

LEARN ABOUT US ON RETIDE

•

ADDITIONAL BENEFITS ON BEING AN ACTIVE MEMBER

•

BECOME A STAR MEMBER

•

CUSTOMIZE YOUR JOURNEY

•

EXPAND YOUR NETWORKING CHANNEL

Documenting Users

Scenario Building

Creating a scenario helped us articulate the features of the app and identify moments in the user flow that require deeper thinking. We created user scenarios for both perspectivesâ&#x20AC;&#x201C; the skill sharer (Mary/Victoria) and the learner (Jack).

Documenting Users

Active Citizens 65+ Scenario VICTORIA

CONTEXT ONBOARDING GOAL Victoria is a retired receptionist, who worked in the industry for the last 32 years. She loves to cook and share it with her family and friends. While working she couldnâ&#x20AC;&#x2122;t get to explore her love for cooking.Now that she has retired, she usually passes her time cooking.But she feels this is not taking her anywhere and is affecting her emotional well being. Have the ability to teach and share her cooking recipes and style other people, while utilizing the best of her time and skills.

STEP QUESTION COMMENT IDEA

Victoria wants to share her cooking skills and recipes with people around her.

ONBOARDING She uses her phone to see if there is any platform where she can share her cooking skills and teach people to cook.

She uses her phone to see if there is any platform where she can share her cooking skills.

She browses Google. She is recommended to use Retide.

She downloads and launches the app.

Where would she download the app from?

Retide App is launched on her phone.

What would she see when she launches the app for the first time? What all details can go here? Wide screen with Retide Logo

STEP QUESTION COMMENT IDEA

CREATING A WORKSHOP

SINGING-UP

Victoria now onboards the app, she browses the homepage of the application

She selects categories of his interest.

Now to move further she signs up for Retide.

Once she signs up for Retide. She onboards the Retide homepage.

She looks upto an existing workshop

She browses to create her own workshop so that she can share her amazing cooking skills with others

How should the homepage look like, and what should be the details?

What details do we need?

What could be the different ways for signing up or loging in.

What details do we provide here?

What would she see here?

What informartion do we provide here?

The Homepage should narrate the product vision

An existing workshop can help Victoria curate her ﬁrst workshop

Provide options so that it becomes easy to pick

Provide information about the current workshops conducted on the app with existing user proﬁles and their details.

Victoria can save an existing workshop/ user proﬁle and browse while creating her own

Should this be the sign up page? She should be able to understand the app before signing up. How will she understand the app? Provide options for interest areas.

What are these categories that she selects? Provide skills and hobbies that fall in the area of interest chose in the previous step

What details do we need? Sign up using: Facebook/ Google/ Name, Phone number/Email Id and password Login using:Facebook/ Google/ Phone/Email Id and password

This is almost like bookmarking for easy access

The two options could be “LEARN” “SHARE”

STEP QUESTION COMMENT IDEA

SCHEDULING WORKSHOP

She uploads some initial details about her workshop

Now she schedules her workshop

POST WORKSHOP

She adds additional details to schedule her workshop

What informartion do we provide here?

How should she start creating her workshop?

How can she make her workshop more interesting?

How can Retide help her post this phase?

Provide information about trail and membership plans

What would be the primary details to conduct a workshop

Retide can suggest her to upload her some of her skills

Retide can remind her about the workshop,advice her about safety issues and prep her about the workshop

Provide workshop title with a small brief and a related cover picture

Retide could provide with options like Time/Date, Location, Number of members etc. What if Victoria wants to charge for teaching/sharing her skills? Provide with options like “Paid” “Free” with amount.

Share home cooked meals, videos or a small message etc.

How often should Retide remind, advice and prep her?

Documenting Users

Local Service Provider VICTORIA

Jack CONTEXT Jack is a 35 year old established ceramic artist and calls himself the "Clay Guy", he works for a government funded art center. He believes in constant learning and honing of his skills and adding more. He also visits Senior Retired communities to interact and provide them with classes. GOAL The goal is to help Jack explore the best of his abilities and venture into new horizons. He wants to join Victoria's cooking workshop hence, the scenario will help ficilitate that smoothly.

STEP QUESTION COMMENT IDEA

Jack navigates to www. retide.com

JACK WANTS TO REGISTER VICRTORIA'S COOKING WORKSHOP

Jack explores his options on retide

Suggest to him the most relatable & popular options on the home page

customize his options based on his interests

jack compares his options (budgets, location, shedule)

Jack decides to attend victoria's cooking workshop

Jack registers for Victoria's cooking workshop

Send him the invite and information in prior

JACK ATTENDED AND WANTS TO REVIEW THE WORKSHOP

STEP QUESTION COMMENT IDEA

Writes a review and gets prompted to upload photos from the experience

Jack receives a reviewer reward

How can we prompt jack to review his experience?

How can we prompt jack to upload photos?

Jack receives a reviewer reward

Add points to his account for being an active user

Full disclosure of victoria's review till jack completes his

Pop into his notifications with fun sound effects

Jack recieves an automated message to review his experience

Jack provides stars for victoria's cooking workshop

provide him with app inclusive benefits

WORKING WALL

Prototyping & Branding

Paper Wireframe & Users tests

In order to validate the user experience while using Retide, we designed paper prototypes and tested them with the users. This prototype recreates Victoriaâ&#x20AC;&#x2122;s goal: which was to share her amazing cooking skills with people by creating and scheduling a workshop online at Retide.

Prototyping & Branding

Low-fidelity Prototype Insights

Onboarding In order to validate and procure functionality while using "RETIDE", we designed paper prototypes/ low fidelity prototypes to test with our peers. This prototype describes Victoria's journey in starting out with conducting her cooking workshop.

PROBLEM

• Faced dilemma in picking RETIDE over the other available options on the internet.

FIXES

• To attract potential users and provide them with a customized, empathetic and unique channel • User interface is easy and visual which eases their journry and enhances ingagement

TAKEAWAYS

• Users prefer maximum customization • - They also prefer an easy to maneuver interface with versatile options.

Prototyping & Branding

Low-fidelity Prototype Insights

Creating a workshop In order to validate and procure functionality while using "RETIDE", we designed paper prototypes/ low fidelity prototypes to test with our peers. This prototype describes Victoria's journey in starting out with conducting her cooking workshop.

PROBLEM

• On exploring her options and deciding to conduct her cooking workshop, Victoria browses through other profiles and feels a sense of competition which acts as pressure of performing.

FIXES

• RETIDE is a highly user friendly app where we market ourselves in a way, where we essentially give importance to customization and taing control which helps Victoria gain confidence and conduct a successful workshop.

TAKEAWAYS

• Marketing our product in a way that touches the user's heart is the key. • Providing a personalized experience works well for both skill providers and learners.

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Prototyping & Branding

Workflows Insights Booking a workshop In order to validate and procure functionality while using "RETIDE", we designed paper prototypes/ low fidelity prototypes to test with our peers. This prototype describes Jack's journey for booking Victoria's cooking workshop.

Reviewing a workshop In order to validate and procure functionality while using "RETIDE", we designed paper prototypes/ low fidelity prototypes to test with our peers. This prototype describes Jack's journey for reviewing Victoria's cooking workshop.

PROBLEM

FIXES

TAKEAWAYS

• On comparing his options from a personalized pool of activities, he felt that although he wants to attend Victoria's cooking workshop, the location isn't very suitable for him.

• RETIDE is known for its flexibility and versitality. Jack is allowed to message the host and request for a closer location through our app.

• Users appriciate the messaging feature, it provides them a sense of relatability.

PROBLEM

FIXES

TAKEAWAYS

• Receiving multiple pop ups prompting to provide a review for the activity attended and not being able to keep up.

• We provide a notification on/ off button that allowes the user to choose whether or not to recieve any notifications. • We also send a message which is emotional so they're driven to come back to retain their rewards.

• users like the fact that they have multiple options to choose from to fit their schedules and other necessities.

• Users prefer rewards and extra benefits, with minimum reviewing. • They want to be able to turn on and off their notifications according to their personal prefrences.

Prototyping & Branding

High-fidelity Mockups After validating the user experience through low fidelity prototypes, high fidelity screens were designed to see what the final Mobile application would look like.

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Prototyping & Branding

High-fidelity Mockups After validating the user experience through low fidelity prototypes, high fidelity screens were designed to see what the final Mobile application would look like.

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Prototyping & Branding

Band Pyramid With the understanding of business model, value proposition and empathy maps. We began to develop our brand along the follow parameters

•Generous •Empathetic •Liberating •Adaptive •Diverse •Fresh

BRAND ESSENCE

PERSONALITY

VALUES •User Frienldy •Support from people •Community building •Skill exchanging and sharing

•User’s time is valuable •Trustworthy and reliable Information •Breaking the stereotypes •Building and sharing experiences

EMOTIONAL BENEFITS

FUNCTIONAL BENEFITS •Welcoming •Collaborative •Supportive •Accessible •Insightful •Custom designed Journey

• Facilitating active citizens who are 65+ to use the best of their abiilities in order to enhace their post retirement life

ATTRIBUTES AND FEATURES

•Celebrating achievement •Building personalized platform •Personalized Strategy •Building Recognition and Value •Personality Development •Community Building •Knowledge Sharing

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Prototyping & Branding

Banding Retide Logotype

Primary Colors

Secondary Colors Monochrome Logotype Type Family Headers CoconPro BlodCond

Primary

CoconPro LightExcon

Ariel Narrow Regular

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WORKING WALL

106

Network Sales Pitch

107

Network Sales Pitch

Financial Projection 2020 Income Expense 30,000 22,500

$20,733

15,000 $10,113 $6,179

7,500

$1,950 0

Day 0

*Capital investment by the 4 existing partners: $12,000 ($3000/ each)

January

$3,850

July

$4,750

December

108

STORYBOARDING

109

Reference

110

Reference

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Leap, E. (2016, November 19). Seniors Understand the Value of Life. Retrieved from https://www.huffpost.com/entry/seniors-understand-the-value-of-life_b_8599676

Avenue, N. (2017, January 25). Let's Start Humanizing And Valuing Older People. Retrieved from https://www.forbes.com/sites/nextavenue/2017/01/25/lets-start-humanizing-and-valuing-older-people/#7ef3d0663574

Michael, Givens, B. J., & Kelly. (2019, June 11). Older Drivers: The Facts & What Can You Do? Retrieved from https://www.smartmotorist.com/older-drivers

Contented care: What makes older people happy? (n.d.). Retrieved from https://www.thegoodcaregroup.com/news/contented-care-what-makes-older-people-happy/

Pardue-Spears, C. (2018, February 5). Common Problems Faced by the Elderly in the US. Retrieved from https://www.familymattershc.com/common-problems-for-elderly/

Find Senior Living Options Near You. (n.d.). Retrieved from https://www.caring.com/senior-living/

Pollock, K. (2020, January 27). Beyond Bingo: 14 Activities for Elderly People That Aren't Boring. Retrieved from https://blog.arborcompany.com/14-activities-for-elderly-people-that-arentboring

Fowler, K. (2019, December 5). According to Seniors, This is the Secret to a Happy Life. Retrieved from https://www.aplaceformom.com/blog/05-08-17-seniors-secret-to-happy-life/ Healio. (2019, December 10). Studies provide insight into 'loneliness epidemic' among older adults. Retrieved from https://www.healio.com/psychiatry/geriatrics/news/online/{847baeea-15b9-4e64-98d2-c49ee7ee7d14}/studies-provide insight-into-loneliness-epidemic-among-older-adults

Problems and Issues Faced by the Elderly. (2019, April 26). Retrieved from https://www.masonfinance.com/ blog/problems-of-elderly/ Rainer, S. (2014, March 11). Social Participation and Social Engagement of Elderly People. Retrieved from https://www.sciencedirect.com/science/article/pii/S1877042814003140

How Social Engagement Can Help Seniors. (2019, April 11). Retrieved from https://landmarkseniorliving.com/social-engagement-can-help-seniors/

Ream, L. I. (2018, May 14). Caring for an elderly parent? Here are 16 ways to make them happy. Retrieved from https://aleteia.org/2018/05/14/16-ways-caregivers-can-make-their-elderly-parent-happy/

Importance of Social Activities for Seniors: Silver Maples Blog. (2018, May 4). Retrieved from https://silvermaples.org/importance-of-social-activities-for-seniors/

Secor, M. L. (n.d.). 4 Most Pressing Issues for Senior Adults. Retrieved from https://seniors.lovetoknow.com/Most_Pressing_Issues_for_Senior_Adults

Keeping Elderly Parents Engaged and Happy: Quality of Life Issues. (n.d.). Retrieved from https://www.parentgiving.com/elder-care/keeping-elderly-parents-engaged-and-happy-quality-of-life-issues/

Senior-Living-Management-News. (2019, July 3). What's Most Important to Seniors Beyond Retirement? Retrieved from https://www.psliving.com/whats-most-important-to-seniors-beyond-retirement top-10-things-seniors-value-most/

Reference

Citation 'Loneliness epidemic' may be due to increasing aging population. (2019, December 10). Retrieved from https://www.sciencedaily.com/releases/2019/12/191210111711.htm Avenue, N. (2017, January 25). Let's Start Humanizing And Valuing Older People. Retrieved from https://www.forbes.com/sites/nextavenue/2017/01/25/lets-start-humanizing-and-valuing-older-people/#7ef3d0663574 Contented care: What makes older people happy? (n.d.). Retrieved from https://www.thegoodcaregroup.com/news/contented-care-what-makes-older-people-happy/ Find Senior Living Options Near You. (n.d.). Retrieved from https://www.caring.com/senior-living/ Fowler, K. (2019, December 5). According to Seniors, This is the Secret to a Happy Life. Retrieved from https://www.aplaceformom.com/blog/05-08-17-seniors-secret-to-happy-life/ Healio. (2019, December 10). Studies provide insight into 'loneliness epidemic' among older adults. Retrieved from https://www.healio.com/psychiatry/geriatrics/news/online/{847baeea-15b9-4e64-98d2-c49ee7ee7d14}/studies-provide insight-into-loneliness-epidemic-among-older-adults How Social Engagement Can Help Seniors. (2019, April 11). Retrieved from https://landmarkseniorliving.com/social-engagement-can-help-seniors/ Importance of Social Activities for Seniors: Silver Maples Blog. (2018, May 4). Retrieved from https://silvermaples.org/importance-of-social-activities-for-seniors/ Keeping Elderly Parents Engaged and Happy: Quality of Life Issues. (n.d.). Retrieved from https://www.parentgiving.com/elder-care/keeping-elderly-parents-engaged-and-happy-quality-of-life-issues/

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