Content
IV
VII
Defining Network Users
Brand Development
III Competitor Analysis
I
Existing Social Networks SWOT 2x2 Matrix SWOT- Opportunities Business Model Canvas
Project Plan
Gannt Chart Team Members Social Network Defined Existing Social Networks
II Network Design Concept Possible Social Networks Selection Creative Brief Offering- Activity- Culture Map Stakeholders Map How Might We?
Potential Users Research Personas User Research & Analysis Survey Cultural Probe Interview Real Customer Profile Affinity Mapping Key Insights
V
VI
Mood Board Brand Aesthetics Sales Pitch Zag Steps
Business Model Generation Blue Ocean Strategy Business Model Canvas SWOT
Reframe Mood Board Animal Character Assessment Intent Unknown Introduced New Value Proposition
VIII Prototyping Ideation Application
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INTRODUCTION The objective of this project was to unearthed an untapped space in the social networking market through research, concept creation and business development. This project allowed our team to begin to put into practices key models and processes which assisted us in capturing the business case around an idea. The following depicts our research and development process throughout a ten week time frame. For clarity and accesability we have outlined the entire process into sections, however it is important to point out much of the work was done simultaneously and constantly overlapped (sections II, III , IV) (and sections V, VI, VII), design is by no means a linear process.
I.
Project Plan
In this section we tried to gain a better understanding of our assignment; creating a social network. We began doing so by revisiting what it means to be a social network and gaining a broader understanding of what the current climate offers and who its being offered to. Our team distributed project roles based on experience and areas of expertise. A gantt chart was created for the purpose of planning and scheduling our 10 week project. It was used in order to determine the resources needed and plan the order in which we would complete tasks based on deliverables and deadlines.
I
Project Plan Gantt Chart
WEEK 2
WEEK 3
WEEK 4
WEEK 5
WEEK 6
WEEK 7
WEEK 8
WEEK 9
WEEK 10
SECONDARY RESEARCH COMPETITOR'S MAP DEFINE 3 USERS CREATE 2 PERSONAS MID-TERM CONDUCT FINAL USER RESEARCH FINAL 2 PERSONAS BUSINESS MODEL CANVAS EMPATHY MAP PROTOTYPING AND BRANDING POSITIONING SALES PITCH VIDEO FINAL PROCESS BOOK PRESENTATION FINAL PROCESS BOOK
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I
Project Plan Team Members
Jing Jin
Alejandra Chavarria
Siddhant Patel
Jay Prajapati
Industrial Design & Design Management
Design Management M.F.A.
Service Design M.F.A.
Industrial Design & Design Management M.A.
Project Manager, Content Author Co-Graphic Designer, Facilitator, Editor
Co-Application Designer, Researcher, Presenter, Documenter
Project Manager, Researcher Lead, Facilitator, Co-Application Designer, Presenter
M.A.
Co- Graphic & Application Designer, Animation, Presenter
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I
Project Plan
Social Network Defined
WHAT IS A SOCIAL NETWORK? A social network is a social structure made up of a set of individuals, groups, organizations, and at times entire societies through one on one group interactions resulting in social relationships. A social networks users usually share common interest in areas such as lifestyles, goals, needs, hobbies, religion, cultures, politics, metal models etc. They can be big or small, physical or virtual, time based or location based. The social component functions by enabling users to get to know each other, possibly contacting and interacting with each other, and even planning for the future with likeminded individuals in a social setting.
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I
ProjectPlan
Existing Social Networks
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II.
Network Design Concept
During this stage our teams conceptualized ideas for a new social network based on gaps found during our initial scan of current market offerings. After conducting SWOT Analysis we narrowed our selection down to one network on which to focus for the remainder of the project. The chosen network was 'movers', those currently in the process of moving cities. We then wrote a Creative Brief for the network in which we outlined what the project was, who it was for, why we were doing it and where and how it would be used. In order to gain a better understanding and define the network we created a Stakeholders and Offering-Activities- Culture Map.
Possible Social Network
STRENGTH
WEAKNESS
STRENGTH
WEAKNESS
STRENGTH
WEAKNESS
Luxury
Too exclusive
Exchange of knowledge
Demographics
Convenience
Authenticity
Convenience
(not for all)
Fostering connection (professional)
Mis- match (no match)
Saves time and energy
Exchange of authority (key)
Identity
Creative bond
Win-win
Connectivity
Easy / facilitate
Rating system
Professional
Filter / Preference
OPPORTUNITY
THREAT
No ADS
Privacy & security
Mismatch of preferences
Relation with service providers
OPPORTUNITY
THREAT
Self promotion
Mentor giving bad advice
Demographics
Mismatched or lack of chemistrybetween mentee and mentor
Multi- mentee/ mentor Premium Account
Movers
Credit cards (payment)
Mentors
Business Executives
II
Network Design Concept
OPPORTUNITY
THREAT
Connecting service professional
Sync in distance
Split cost
Lack of trust or Reliability
Reservation fee Cultural offerings
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II
Network Design Concept Selection
WHY MOVERS? At some point in every persons life they experience a move. The reasons for doing so always differ as does the experience itself. One thing is certain, moving conjurs up a whole range of mixed emotions. Movers appear to be an untapped user group with a vast amount of needs yet to be met. unknown - 11
II
Network Design Concept Creative Brief
We are creating a social network for students and young professionals in the process of exiting their current city and entering a new one. Moving is an intensely emotional experience, leaving the mover feeling overwhelmed and anxious. e aim to aid the users’ moving experience by actively immersing him into his new environment and connecting him to other movers, thereby eliminating the gap between the unknown and the familiar. Our platform engages the user through highly intimate and customized content unknown - 12
II
Network Design Concept
Familiariz e
Authority
Offering- Activity- Culture Map
Missing everthin g
New Places
CULTURAL FACTORS
Adjustin g
Registering Cooking
Socializ e
Explorin g Discover
Wa lkin g around
ACTIVITY
Try and test
routin e
Immerse movers into new environment
Connectin g
Searchin g Call E-mail Famil y
Cleaning Developing new habits
Discover
OFFERING
Wo rkin g
Activity
Missing everything
Organizing
Unpacking
Cultural Factors
rout e
Asking
Personaliz e
Buying new things
Signing lease
Explor e
Getting new Informatio n
Introduce yourself
Offering
Connectin g
Authorit y
Personaliz e
Making new friends Socialize
Connectin g
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II
Network Design Concept
INDIRECT
Stakeholders Map
Restaurants
Grocery Shops
DIRECT
Roommates
Students Tours
Banks Family
External
MOVERS
Taxi Drivers
Connected
Realtors
Young Professionals
Existing Tenants
Schools
Collegues Internal
Existing Residents
Service Providers Cafes
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II
Network Design Concept How Might We?
HOW MIGHT WE immerse the movers into their new environment, making them feel at home?
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III.
Competitor Analysis
A big portion of our secondary research relied on conducting contextual and competitor analyses of existing social networks. Doing so allowed us to determine the strengths and weaknesses of the competitors within our market and understand which methods were used by each competitor in order to achieve their core objectives. Analysis and dissecting the inner workings of our competitors would serve us in the development of distinct differential advantages and creation of barriers meant to prevent our competition from entering our market.
III
Competitor Analysis Existing Social Networks
When selecting competitors we chose to focus on those networks we believed would most commonly be used by movers in their daily lives and/ or in their transitional process. This included popular platforms users might use in order to connect with others, explore their surrounding, find a place to live and meet new people. In addition we also included platforms that while not directly related, meet similar needs and serve similar functions for exploring and entering new domains.
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SWOT
A SWOT Analysis was used in order to evaluate existing organization’s strengths, weakness, opportunities and threat. By analyzing our competitors we were better equiped at evaluating their performance in the market. This lead us to deeper understanding about why we should or should not invest in specific goals for our social network.
STRENGTH
WEAKNESS
Background verified
Not room based
"Advice" tab
Improper filter setting
Re-do your home
Not universal
Notifications Filter preference
Zillow
III
Competitor Analysis
OPPORTUNITY
THREAT
Advice for safety in neighbourhood
Less formal platforms (ex. facebook, airbnb, craiglist)
Connect to multiple places Connect to previous tenant
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III
Competitor Analysis SWOT
STRENGTH
WEAKNESS
STRENGTH
WEAKNESS
Connects through multiple platforms
Falling advertising rates
Personal- intimate feel
Limited cities and audio guides
Overdependence on advertisement
Audio aspect differentiates
Fact that are “produced” is limiting in terms of information/city
Connects through user names
Active- gets user walking around / exploring city
Revenues from advertising and displays
Group audio sync
Introduction of Android system
OPPORTUNITY
THREAT
Big data
Competition with Facebook
Combine existing features to create potential solutions
Anyone can connect through user name Limited privacy
Detour
Market leader of search engines
Social interaction only exists with in-person users
Location-based
No connection between guide and user
OPPORTUNITY
THREAT
Guides based on interests
Might be adobted by competitors (other travel sites/apps)
Less production of guides Allow users to become guides, it would creates more info/guides Guides based around events going on in city (ex. Art Basel, Food festivals)
Guides may need to be updated bc there is a chance their info might become outdated Safety– no guarantee for user certain area isn’t safe
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SWOT
STRENGTH
WEAKNESS
STRENGTH
WEAKNESS
Snapchat-like feature
Based on likes
Direct messaging
Limited discoverability
Easy connection/ reconnection/ with friends
Overload: information, notfications, advertising
Chats, video, private message
Friends who aren’t really their friends
Social media connections
Hashtag feature A business platform
Unable to to save image
Suggests people you may know
Only smartphone upload Advertising
Accessibility
OPPORTUNITY
THREAT
Viewing filter preference
Cyber bullying
Show me yours and I will show you mine
Copyright restrictions
III
Competitor Analysis
Groups and Events
Impersonal and messy
Messaging
Feeling of overexposure means user limits content
OPPORTUNITY
THREAT
Less ads
Ever-changing privacy settings makes it unreliable
Filter for information Simplify content Update friends list (suggest friends you might want to unfriend based on lack of interactions)
Seen as a distraction User feeling overexposed
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SWOT
STRENGTH
WEAKNESS
STRENGTH
WEAKNESS
Interest based
Lack of exposure
No background check
Face to face interaction
Convenient for connecting with a new group and individual
Requires sign up
Location-based
Organizers can take down reviews
Easy to access to a smart phone and a computer
Allows for users to customize pages within groups (uploading photos, dividing responsibilities between members, etc)
Confusing navigation
Free voice message and video call
Some fees associated with attending specific events
Super-size temporary file storage
Prompts users to explore new things and activities around them.
Many reports of fake profiles
OPPORTUNITY
THREAT
Hold users accountable
Meetup
III
Competitor Analysis
Accounts get stolen frequently Too many distractive factors No customized account name, instead it is long and boring numbers
Multi-function (shopping, file transfering, email, music, game...)
OPPORTUNITY
THREAT
Saturated market
Individual and company versions
Competition with wechat
Place more emphasize on reviews
Poorly organized events
On-line classroom
Low security
Promote website/app to create awareness
Not enough events to participate in
Big file transfering and storage space
Limited in Chinese
Lack of privacy/ security/abuse Subscription fees and problems with billing creates distrust
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SWOT
STRENGTH
WEAKNESS
STRENGTH
WEAKNESS
Unique platform to connect the travelers to the locals
Increase in price rate due to scarcity of houses
City through a local’s perspective
Limited stay
Ability to choose host based on location Meet new people
Time consuming process
Enables the traveler to experience the local lifestyle
Heavily relies on hosts
Registration is free
Background check of hosts
Airbnb
Business model based from service fee
OPPORTUNITY
THREAT
Big market
Growing competitors (9flats.com, wimdu.com, travelrent.com, clickandrent.com)
Create a convenient way for travelers to make short-term rentals Expand via partnering with hotels, airlines, car rentals, travel insurance
Unpleasant host experience
Couchsurfing
III
Competitor Analysis
Users can become "verified" upon payment of an annual fee.
No privacy in accommodations Complicated for +2 traveling groups Safety of users not guaranteed
Referral system
Need to live by hosts house rules
Search for hosts based on filters
Can’t regulate misuse
OPPORTUNITY
THREAT
Advertise the network to create awareness of it
Difficult to find a host in smaller towns
Facilitate creation of strong bond and trust between guest and host.
Lack of flow by users who don’t pay it forward and use app exclusively to get free stay
Promot interaction with host
Bad press in regards to safety
Offer preset customization options
Hosts using service for dating Users "verification” used to be free
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SWOT
STRENGTH
WEAKNESS
STRENGTH
WEAKNESS
Strong international presence
Insecurity of getting data leaked
Caters to niche/ tribes
Invalid customer reviews
Customization based on filters ( interests, type of use, budget, etc.)
Information overload: too many features/ subtabs
TripAdvisor
“Just For You� feature enables personalized recommendations
Multifunction
Better customer retention rate
Ratings
OPPORTUNITY
THREAT
Expand via online travel booking portal
Make my trip and Yatra are potential competitors
Expanding tourism worldwide via rental reviews
Combo packages with various portals is a threat
Trip
III
Competitor Analysis
Limited amount of active participatory users Not deigned to be social network
Allows reviewers to gain badges giving them credibility
OPPORTUNITY
THREAT
Connecting known people
Inaccurate input and reviews
Earning points for helpful reviews- improve accuracy Create more of an intimacy between users
Lack of flow and participation
Incentivize participation for active users/ more reviews/ Eliminate ghost users unknown - 23
III
Competitor Analysis 2X2 Matrix
ACCURATE
Followed by the SWOT analysis of our competitors, we defined various factors known as the “drivers of competition.” After plotting the competitors in the four listed quadrants with these factors, we were able to place ourselves in the empty space of the quadrant, directing our social media in a direction no other competitors currntly inhabit. OPPORTUNITY SPACE
NO MAP
MAP
OPPORTUNITY SPACE
OPPORTUNITY SPACE
LESS ACCURATE
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III
Competitor Analysis 2x2 Matrix
PRIVATE
HIGHLY EFFICIENT
OPPORTUNITY SPACE HIGHLY SECURE
LESS SECURE
LESS CUSTOMIZED
HIGHLY CUSTOMIZED
OPPORTUNITY SPACE OPPORTUNITY SPACE
NOT PRIVATE
NOT EFFICIENT
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III
Competitor Analysis SWOT- Opportunities
Bellow are the opportunities our SWOT analysis unearthed. Promote interaction
Allow users to become guides, it would creates more info/guides
Hold users accountable
Create more intimacy between users
Expand via partnering with hotels, airlines, car rentals, travel insurance
Place more emphasize on reviews
Filter for information
Simplify content Less production, more raw content
"Show me yours and I will show you mine"
Less ads
Eliminate ghost users
Offer preset customization options
Connect to multiple places Earning points for helpful reviewsimprove accuracy
Advertise the network to create awareness of it Advice for safety in neighborhood
Show me yours and I will show you mine
Incentivize participation for active users Expand via online travel booking portal
Expanding tourism worldwide via rental reviews
Guides based on interests
Connecting known people
Combine existing features to create potential solutions
Facilitate creation of strong bond and trust between guest and host Viewing filter preference
Guides based around events going on in city (ex. Art Basel, food festivals)
Update friends list (suggest friends you might want to unfriend based on lack of interactions)
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Competitor Analysis
Google Maps Facebook AirBnb Neighborhoods Zillow Instagram AirBnb Couch Surfing QQ Trip Meet Up
10 9 8 7 6 5 4 3 2 1 0
Trip Advisor
Physical Interaction
Safety & Security
Freemium
Incentives
Filter
Rating & Review
Accuracy
Mapping
Detour Content
Bellow is a depection of where we stood in relation to our competitors at the time the Blue Ocean Strategy was intially mapped out. (More information available in section V. Reframe)
Social
The Blue Ocean Strategy allowed us to discover an uncontested market space for our targeted industry and innovation. We considered eleven different capturing characteristics and eleven competitive companies, also choosing to include an additional subsection for two of the companies, Google- Google Maps and Airbnb- Airbnb Neighborhoods. The purpose here was to find a whitespace within the market in order to avoid competing in a saturated field.
Privacy
III
Blue Ocean Strategy
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III
Business Model Canvas- Airbnb Competitor Analysis
Key Partners
Key Activities
Payment Providers
Ecosystem development Platform development and maintenence Engagement Local Market Development Advertising Design
(eg. Paypal) Travel Networks Local Businesses Local Photographers Locals (Renters)
Key Resources Traveller Network Collection of local places to rent and visit Platform
Value Proposition
Customer Relationship
Customer Segments
Stay in unique places
24/7 Customer Support
Travellers
with locals.
Online Ranking
Budget
Customize based on
Local Brand
Business
preferences and budget.
Ambassadors
Locals
Rent out extra room
Extra Room
Share local knowledge.
Whole House
Meet local people and areas.
Channels Social Media Local Event Partner Programs
Cost Structure
Revenue Streams
Platform development and design
Booking Fee - renter and rentee
Local and traveller insurance Marketing Community management
III
Business Model Canvas- Google Competitor Analysis
Key Partners
Key Activities
Yelp
IT
Maintenence
Apple
Innovation
Design
Mobile Companies
Improvement
Laptop Companies
Value Proposition
Customer Relationship
Customer Segments
Web Search
Automation
Internet Users
Gmail
Customer Service
Ad Agency
Google+
Mobile Device Oweners
Chrome
Developers
Android
Enterprise
Key Resources
Channels
Data Centers
Cell Phones
IP
Laptop
Brands
Internet
Cost Structure
Revenue Streams
Data Center Operation
Ad Revenues
Traffic Acquisition Cost
Google Dropbox Enterprise Product Sales
Google Network Members
IV.
Defining Network Users
In an attempt to create accurate representations of the core users, personas and empathy maps were developed, offering a depiction of user’s reality, needs and wants. They served in answering the question, “who are we designing for?” and aided us in aligning strategy and goals specific to our user groups. We were then able to create profiles based on real target users. In order to fully comprehend the data we collected during primary research we conducted a thorough affinitizing session in which we clustered the data points through four stages in order to access its deeper meaning,
IV
Defining Network Users Potential User Research
Students
Seniors
Tourists
Professors
Young Professionals
MNC Employees
Government/ EmbassyVeterans
Militaries
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IV
Defining Network Users Potential User Research
Nearly one quarter (24.2%) of all first time graduate students who were U.S. citizens and permanent residents were from racially/ethnically underrepresented populations. Although there were increases in first-time graduate enrollment between Fall 2013 and Fall 2014 among Hispanics/Latinos (6.8%) and Blacks/African Americans (2.0%), there was a 3.0% decline among American Indians/Alaska Natives.
California
Students
New York Texas Massachusetts Illinois Pennsylvania
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IV
Defining Network Users Potential User Research
About 25 percent more young professionals live in major metropolitan areas today than in 2000, which is double the percentage increase in cities’ total population.
Young Professionals
Denver has become one of the most powerful magnets. Its population of the young and educated is up 47 percent since 2000, nearly double the percentage increase in the New York metro area. And 7.5 percent of Denver’s population is in this group, more than the national average of 5.2 percent and more than anywhere but Washington, the Bay Area and Boston. unknown - 33
IV
Personas
Empathy Map
Empathy maps were created for the purpose of gaining deeper insight into our users representing young professionals and students. They served in answering the question, “who are we designing for?” and aided us in aligning strategy and goals specific to our user groups.
Think and Feel
See
Hear
Say and Do
Pains
Gains
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IV
Personas Student
ADAM
AGE: 24
FROM Des Moines, IA TO Boston, MA STATUS: Single OCCUPATION: Graduate student
Introvert
Extrovert
Close minded
Open minded
Novice mover
Expert mover
Homebody
Adam currently returned to school to get his masters degree in marketing. He loves exploring his surroundings whenever he gets the chance. Adam is a very open minded individual who loves getting to know people once he manages to overcome his bashfullness. Unfortunately his studies have kept him pretty busy and hasn't allowed him much time for either socializing or dicovering his new city.
Outgoing
Think and Feel
See
Hear
Say and Do
Nervous but exited about going back to school Stressed about acquiring more student debt
Reads textbooks Classmates and professors
Classmates advice on where to go out and where to eat Career advice from counselor and professors
Appears confident and studious Shops on Amazon for texbooks Begins work on thesis Studies long hours
Online magazines and articles
Pains Lack of time for socializing and time for himself Shy about meeting new people First time living in a big city
Gains Making new friends Further education Create new
unknown - 35
IV
Personas Student
JING
AGE: 18
FROM Beijing, CHINA TO Chicago, IL STATUS: Single OCCUPATION: Undergrad student
Introvert
Extrovert
Close minded
Open minded
Novice mover
Expert mover
Homebody
Jing recently moved to the USA after being accepted into SCAD where she plans on getting her BFA in animation. This is the first time she's move away from home and the experience has been one that has conjured up many mixed emotions; although she's very exited she's also nervous and feeling very displaced and homesick. Fortunatly she has various support systems either already in place or beginning to take shape; family, new roommates and friends.
Outgoing
Think and Feel
See
Hear
Say and Do
Exited yet nervous Homesick at times
Metro Museums School buildings Chinese shows online
Orientation Professors Roommate and classmates Music from home
She wants to meet new friends Facebooks/Istagrams new friends Talks to family via facetime
She might find a job
Pains Misses family Has to manage time difference Language barier
Gains Experience a new culture Improve her English Meet new people
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IV
Personas
Young Professional
SEAN
AGE: 30
FROM New York City, NY TO Jacksonville, FL STATUS: Single OCCUPATION: Investment Banker at CitiBank
Introvert
Extrovert
Close minded
Open minded
Novice mover
Expert mover
Homebody
Sean has mainly focused his postgraduate time in building up his career which has him traveling constantly between cities. The drawback to such work-oriented dedication and non-stop travel is his lack of time for developing any real personal relationship be it social, romantic or to the cities themselves. Sean is hoping to change this with his new move, which he hopes will have more permanence and stability.
Outgoing
Think and Feel
See
Hear
Say and Do
Building up his career tired Exited about the future Lonely
Watches Netflix Computer screens Numbers and charts Stock market
Clients Boss Bloomberg News
Checks out dating app Meets possible and existing clients Works long hours
Pains Tired of eating out Hard to keep relationship Always on the go and never at home Doesn’t really get to know the places where he lives
Gains Education and experience Better exposure to world Brighter future, moving up in company
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IV
Personas
Young Professional
GARRET
AGE: 28
FROM Mill Creek, WA TO San Jose, CA STATUS: Married OCCUPATION: Design lead at Samsung
Introvert
Extrovert
Close minded
Open minded
Novice mover
Expert mover
Homebody
Garret has been moving around northern California over the past years working at different companies. He recently made the move with his wife Monica who works as a freelance graphic designer. He is currently the highest earning member of the household. With this new move and home, he is looking to settle down and plant roots with wife so they can start a family. He is looking to gain some stability and permanence with this new job and move.
Outgoing
Think and Feel
See
Hear
Say and Do
Exited to be in new company Planning to start a family with wife
Tedtalks Muti-cutural neighbors
Collegues
Outdoor activties Takes photos, videos Puts together new furniture
Design podcasts
Young professional scene
Weight of responsibility
Pains Nervous about job stability Needs to find a new group of friends
Gains Settle down, plant roots Moving creates a stronger bind with wife, gets to spend more time with her
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IV
Personas
Young Professional
MARGOT
AGE: 21
FROM Savannah, GA TO Austin, TX STATUS: In a relationship OCCUPATION: Unemployed
Introvert
Extrovert
Close minded
Open minded
Novice mover
Expert mover
Homebody
Recently graduated college and decided to move to Austin because that’s where her boyfriend lives. She’s a big foodie who loves to cook and eat out. She’s an introverted- extrovert, and might take some time for her to open up to new people. She is friendly, warm, self-disciplined. Margot hopes to find a job in Austin, but will have to move if she’s offered a new one elsewhere. She is a "go-getter" and self-motivated.
Outgoing
Think and Feel
See
Hear
Say and Do
Hopes to find job soon Nervous Exited
Art galleries Design websites Greenery
Music festivals Art and Design podcasts Other young professionals and recent grads
Applies for jobs online Hangs out with some college friends and boyrfriend Fixes her LinkedIn and website Walks around
Pains
Gains
Unemployment Sharing space with boyfriend and not having her own place Doesn't know many people, still has to make friends
Living in a city that meets a lot of her interests Being with boyfriend in a new city provided emotional support and stability Possibility of new permanent home
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IV
PERCENTAGES
User Research & Analysis Survey
As part of our primary research we conducted an online survey in order to better understand our user group and define major opportunity areas. The focus of the survey was aimed at unearthing general moving experiences. We receive a total of 51 responses. The charts bellow depict the survey responses.
From scale of 1 to 5 what was your experience like when you were moving into a new city until you got familiarized? (1-Good, 5- Bad)
How many times have you moved in your entire life?
1
1 to 3
2 3
4 to 6 6 to 8
4 5
More than 8
unknown - 40
PERCENTAGES IV
User Research & Analysis Survey
How do you feel when you are moving to a new city/country?
How long does it take you to feel like you are at home?
Exhausting
1-3 months
Lonely Overwhelming Exciting Anxious
4-6 months 7-9 months 10-12 months Over a year
Others
Others
How did you get familiarized with the new environment?
Made friends Search engines Social Media Other
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IV
User Research & Analysis
HOME IS NOT A PLACE... IT’S A FEELING
Cultural Probe
HOW DO YOU MAKE YOUR NEW CITY FEEL LIKE HOME? Get lost in order to find myself
Food
Make friends
Meet my neighbours
Walking with friends
Invite new friends to make meals together
Make friends and visit local restaurants
Give me a bed
Go out and explore
Make and find personal spaces
Find a good coffee spot
Explore
Friends and food
Make it look like my actual home
Build things
Making new friends Female under 25
Female 25 or over
Male under 25
Male 25 or over Thank you for participating!
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IV
User Research & Analysis Interview
INTERVIEW QUESTIONS
INTERVIEWEES Students
Young Professionals Justin Church Age: 30 Moved to: Portland, OR From: New York City, NY
Zach Nilsson Age: 31 Moved to: Durham, NC From: Savannah, GA
Beth Chandrapunth Age: 20 Moved to: Savannah, GA From: Wolfeboro, NH
Hank Chandler Age: 28 Moved to: Chicago, IL From: Savannah, GA
Kevin Patel Age: 34 Moved to: Oahu, HI From: Dallas, Texas
Krol Massa Age: 29 Moved to: Savannah, GA From: Atlanta, GA
Qiaozhi Li Age: 30 Moved to: Austin, TX From: Savannah, GA.
Priyanka Sarawgi Age: 25 Moved to: Knoxville, TN From: Savannah, GA
Yuchen Du Age: 28 Moved to Savannah,GA From: Chengdu, China
Paul McCrory Age: 32 Moved to: Savannah, GA From: Long Island NY Manasi Nandakumar Age: 28 Moved to: Chicago, IL from: Savannah, GA
Heli Shah Age: 24 Moved to: Atlanta,GA From: Savannah, GA
Ruoyu Sun Age: 27 Moved to: Savannah,GA
1. When was the last time you moved? 2. Where did you move to? From? 3. What was the reason you moved? 4. Did you move alone or with someone? 5. How did the move feel? 6. What were your expectations when you were planning to move? 7. Do you feel at home in (city)? If so, what has contributed to you feeling this way? 8. Had you visited (city) before moving? 9. What was the biggest issue for you when you were moving (emotional and/or physical)? 10. What was the first thing you did when you moved? 11. What social platform did you use to find your new place? 12. What platform did you use to get situated and get to know the city? 13. How have you meet new people in your new city? 14. What do you miss the most about your previous city? 15. How did you spend your last days in your former city?
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III
User Research & Analysis Interview -Key Quotes
You start meeting people exponentially faster as time goes by”
“when i thought about it it was cheaper to sell furniture i had on the east coast and rebuy it when I was out here”
“I walked down the street and I felt like, ‘ I could do this’- this was my cup of tea”
“when you get to a new city and you’re really living there, you have this period of 4-6 moths where everything is super exiting and then you settle in and it’s still cool being in a new city but you’re just used to it” "..the move costs a lot. There's a lot involved that I didnt think about at the time"
"I think I’m longing to find a place where I am little more comfortable, whether it is here and having a job again…"
“Being here initially I used Yelp or Google but the more people you meet the more word-of-mouth recommendations you get. Over here you say chicken and waffles and people say “ ohh you need to go here, try this place, and its not just with food, but also with nightlife and get togethers”- ”
“i think it will offer a bunch one new experiences and different kind of people and different kinds of thought and ideas and hopefully opportunities” “I don’t know, theres something about it, surrounded by nature, like-minded people, nice restaurants”
“...is this going to be what I want it to be?”
“i have a pretty good sized friends group up here, some are going to the Art Institute for grad school, some are working in various “It’s weird, when you look up Durham you always find a lot of negative things said about it but when you meet people who are from there or that have visited there it’s
a totally different story.”
fields and are kind of like the young professionals, other are a bit older and have families so it's kind of a melting pot of
kind of different wants and needs in life. Everyone kind of points me in a direction “ "I did some research and decided to take a trip through California and Portland driving the whole coast and setting up these interviews as best I could"
“the last two years i’ve been moving from place to place without any extended time anywhere. I’ve had my things all over the place and the most stressful thing has been me being tired of that lifestyle and wanting all my things in one place, wanting to start my life because I haven’t had that and i'm looking forward to this being that.”
"Most of my friends I met through my job and being with people my own age and then started branching from here."
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User Research & Analysis Real Customer Profile
BETH
AGE: 20
FROM Wolfeboro, NH TO Savannah, GA STATUS: Single OCCUPATION: Undergrad, Student
Introvert
Extrovert
Close minded
Open minded
Novice mover
Expert mover
Homebody
Outgoing
Beth originally moved from Bankok, Thailand to Idaho in 2012 while still enrolled in High School. In 2014 she moved to Savannah,GA to attend the Savannah College of Art and Design where she is currently an Animation junior. She chose her current residence due to its proximity to the downtown area as well as its closeness to restaurants, gym and library. Beth loves meeting new people when she moves to new cities. Beth says she enjoys moving and always learns a lot with every move and believes the more she moves the better she gets to know herself.
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User Research & Analysis Real Customer Profile
Will learn a lot in her new environment
Excited and curiosity Eager to meet new people
Think and Feel
School buildings Yelp, Google Map, Facebook Local neighborhood and shops Dating apps (Tnder, Bumble)
Leasing officers Roommates & classmates Advice from hometown friends and family
Hear
See
She wants to find a part time job
Needs help moving big packages Disorganized, find out she hasn't packed eveything she needs
Pains
Say and Do
Bikes around city Visits library and gym Introduces herself to new people
Make new friends Grow from this experiences Further her education
Gains
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User Research & Analysis Real Customer Profile
ZACH
AGE: 31
FROM Savannah, GA TO Durham, NC STATUS: Single OCCUPATION: User Researcher for Cloud Integration at IBM
Introvert
Extrovert
Close minded
Open minded
Novice mover
Expert mover
Homebody
Outgoing
Zach recently finished getting dual M.A degrees in Sustainabilty and Design Management at Savannah College of Art and Design in Savannah, GA. He had planned on moving to Raleigh, NC after being offered a job at IBM. A few months before moving Zach made a switch and decided on neighboring city Durham, NC after hearing about it from friends and acqaintances. He picked the city because it more closely fits his interests and resembled his former city's living style, which he had become accustomed to. Durham also happens to be a closer commute to his office. Zach believes he gets to know the city best though recommendation of other locals as opposed to any online review or suggestions.
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User Research & Analysis Real Customer Profile
Hopes this will turn into a permanent home
Anxious but exited
Think and Feel
Tedtalks IBM offices and collegues Reads design blogs Twitter, Facebook, Pocket, Instagram,GoogleMaps
Podcasts Collegue and neighbors suggestions
Hear
See
Walks and bikes around neighborhood Visits dating apps Commutes to work
Walks and bikes around neighborhood Visits dating apps Commutes to work
Has yet to find a group of friends
Settling down roots and building a life
Needs to buy new furniture
Live in a city that meets his interests Professional growth
Fears relocation
Pains
Say and Do
Gains
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User Research & Analysis Affinity Mapping
The practice of affinity mapping was used in order to generate, organize, and consolidate information and insights gathered from our primary research. The process was conducted for the purpose of enhancing our understanding of the customer by revealing key characteristics for the users.
INSIGHTS "I am driven by my interests " "Locals know best" "Home = the familiar" "I have to strategize my move" "Nothing will replace my family" "I trust real people" "I make my new city mine by personalizing it" "I feel a whole range of emotions while moving"
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User Research & Analysis Key Insights
EXITED
Love talking to locals and discovering the hidden places
pick cities based on interests ,both personal and professional
first few months are either the most exciting or the hardest (sometimes a combination of both)
Moving companies do not take care of your belongings
movers feel a whole range of emotions while moving HECTIC
previous city life factors into picking/deciding on a new city
all research cities before moving (mostly use Google)
moving companies are always a pain
making or already having friends in the city helps movers feel at home
Visit social media to meet like minded people
LONELY
OVERWHELMING
Meet up people in random bar and get insights from them
Facebook and google are the best way to know about the city before visting
Exploring different city and getting lost is so much fun
pick cities based on interests ,both personal and professional
most experience some sort of loss or damage to belonging
NERVOUS
CURIOUS
most trust opinion of locals
word- of- mouth and friend and local opinion trumps online reviews
ANXIOUS
I would walk to explore the city
long distance/ costant movers usually move without furniture
long distance movers prefer to buy new furniture
Google Maps doesn't necessarily take users through "nicer" streets.
have to deal and syncronize various different factors while moving (scheduling, finding a place to live, new roommates/ city/ neighbor, selling/buying furniture)
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RE
Our group hit a wall after simultaniously conducting research on our target users and competitors. We came to a realization that we were dealing with an extremely saturated market. Reviews are now an obvious must- have extension of any social media platforms however our research tells us these reviews are trumped by word-of-mouth and friend recommendations. In short, people take advice from those they know. Today’s platforms are driven by high levels of filters and customization that tailors to users unique tastes and experiences creating a pretty comfortable playing field. We started to ask ourself how we could be different. What makes our social network unique, how could our filters be better, how could our tailored experience surpass those of our competitors. Then we asked ourselves why we were trying to play the same game as our competitors, which is when we decided to turn our social network on its head. It seems like every service tailors to users needs and wants. Being part of the target user ourselves we know all too well about the comforts provided by inhabitanting this filter-based digital world but could it be that we are overfiltering ourselves and our experiences? What if we were to create a social network that takes the user out of his comfort zone while at the same time provides a sort of safety net?
FRAME
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Reframe
Mood Board
Our aim was to turn our social network on it’s head. In a world where filters are king and experiences are customized to the max we want to propose the very opposite. We prompt our users to embrace the unknown. To find themselves in their new city by way of getting lost and by doing so, own the unknown. Although our network will filter some basic customizations and preferences those will not necessarily drive the outcome of the experience. We want the user to get out of his/ her comfort zone and explore their surroundings through active and continous engegement with other users. We recognize the need for safety and support and attempt to create a sort of safety net so the user can feel protected.
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Reframe
Animal Character Assesment While reframing our project concept, our team conducted a brief activity of trying to characterize ourselves as an animal. We asked ourselves, if our social network were to be an animal, what would that animal be? This activity helped up relalign our project intent, aiding us in defining key characteristics we wanted our network to embody.
Smart Always learning Free-spirited Playful Collaborative Migrate In-groups Social Friendly Always Aware
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UNKNOWN Introduction
Unknown is a social media network that provides movers with various different opportunities for discovering their new domains. In the sign up stages, users are asked to filter for basic “tribe”preferences which serves to filter for interests. Next the user is asked to provide the city they are moving from/exiting, which then prompts them to name their “go-to spots” in said city. Next users enter in their new city or zip code which then provides them with a list of various exiters/ former residents “go-to spots”. These first steps serve both to familiarize users with their new context in relation to like-minded peers and create content for our site. In order to get information, the user has to provide information. The other element of our social media network, which would be its regular use comes in the form of primary exploration. Users are asked to filter for “exploration” preferences including radius, mood, budget and form of transportation. The user can also decide whether or not he or she would like to explore by themselves or if they’d like to be matched with another newcomer/ recent mover. The match would be entirely random with the exception of the former filters. Then the user is provided with a “wondering” route which gives them a random direction in which to explore and wonder. A number of different features then come into play such as “Hidden Gems” and “Mark as Favorite" which aid the user in discovery and personalization. The application monitors for safety zones marked in red, yellow and green, which sends notifications in the forms of vibrations to users if they are entering a red zone as well as a “take me home” option.
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Reframe
Value Proposition
FOR movers WHO are displaced and treading the unknown OUR social network WILL a llow the user to make the city their own by means of indirect and direct exploration
UNLIKE others who play it safe and over-filter experiences OUR n etwork prompts the users to get lost and embrace
unexpected circumstances, environments and people
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VI.
Business Model Generation
During the business model generation we utilized The Business Model Canvas as a tool to describe the rationale of how our network would create, deliver and capture value. It served as a blueprint for strategizing implementation throughout our organization’s structure and process. The BMC describes our networks value proposition, infrastructure, customers, and finances. We also self-evaluted our network with SWOT Analysis and mapped ourselves in relation to our previous Blue Ocean Strategy Analysis in an attempt to better refine and position ourselves.
Business Model Generation
Google Google Maps Facebook AirBnb Neighborhoods Zillow Instagram AirBnb Couch Surfing QQ Gogobot Meet Up
10 9 8 7 6 5 4 3 2 1 0
Trip Advisor
Physical Interaction
Safety /& Security
Freemium
Incentives
Filter
Rating & Review
Accuracy
Mapping
Content
Detour Social
After mapping out a Blue Ocean Strategy we came to a realization that the social network concept we had initally set out to create was hazardously similar to existing competitors, sharing one too many key characteristics. In an attempt to differentiate ourselves from the rest, we decided to embrace the 'white space'. Adjacent is a mapping of our previous positioning (represented in gray) and most importantly our current position (represented in blue) in realtion to our competitors.
Privacy
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Blue Ocean Strategy
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Unknown
Business Model Canvas
Key Partners
Key Activities
Google Maps
Marketing
Local public transportation medium- city bikes, metro, uber, lyft and taxi.
Management
Local Businesses restaurants, Bar, pubs, clubs, supermarkets and convenience store.
Security
Value Proposition Understand local Communities
Customer Relationship
Customer Segments
For movers
Co creation
Young professionals
Who are displaced and treading the unknown
Self Service
Students
Our social network
Maintenance
Will allow the user to make the city their own by means of direct exploration
Key Resources Facilities
Line of Credit
Supplies
Brand Identity
Employees
Partners
User generated content
Database
Unlike others who play it safe and over-filter user experiences Our network prompts the users to get lost and embrace unexpected environments
Communities
Channels Internet Apps Websites Magazines
Cost Structure
Revenue Streams
Digital platform development
Events
Investment
Advertisements
Maintenance team
Sponsorship
Marketing
Donations
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Unknown SWOT
While developing Unknown, the team conducted a SWOT Analysis on itself in order to better understand the strengths, weaknesses, threats and opportunities surrounding the concept.
STRENGTH
WEAKNESS
Simple
Repetative
Element of SurpriseOwnness
User might dislike route
More Opportunity
Possible lack of options and/or alternatives
Secure Freemium
Mismatched
OPPORTUNITY
THREAT
"Take me home" option
Could be adopted by partners
Partner with existing platforms ex. Instagram, Facebook and Gogole) to exhance mapping and friendconnection based content.
"Randomness" could send user into an area with no offering
Include "areas to avoid" in app
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VII.
Brand Development
We developed our brand identity in order to further set ourselves apart form our competitors. For brand development the team set out to embrace the new project direction of embracing unknown circumstances and undefined - unfiltered experiences.
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Brand Development Mood Board
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Brand Development Brand Aesthetics
Unknowns’s dramatic black and white themed branding was carefully selected to appeal to millennials and generation z-ers which compose both of our core user groups. Simple yet eye-catching fonts were chosen to consolidate the powerful color scheme. The tagline, “let yourself go" reiterates Unknown’s daring and embracive identity.
Branding font
Logo
Our app
A zo S a n s u b e r ABCDEFGHIJKLMNOPQRSTUVWXWZ
Coporate font
App logo
Frutiger LT STD ABCDEFGHIJKLMNOPQRSTUVWXWZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXWZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXWZ abcdefghijklmnopqrstuvwxyz
Color Palette
Tagline
Let yourself go.
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Brand Development Sales Pitch
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Branding
What do you do?
ZAG Steps
1.
Who are you?
We are in the business of selling a minumun filtered based, self-created experience.
2.
We are passionate about our users experiences. Our goal is to aid our them in embracing unknown circumstances by exploring their new context and connecting them with those going through their same experience.
What’s your vision? Our vision is to create an experience that gets the user exited about leaving his comfort zone and exploring his surroudings.
3.
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Branding ZAG Steps
4.
What wave are you riding? We are riding the wave of digital-share, curiosity and exploration.
What makes you the only? We are the only brand that invites a user to get to know his city by way of getting lost and embracing the unknown.
5. Who shares the brandscape?
Google Maps, Airbnb, Neighborhoods, Travel sites like Gogobot and Tripadvisor.
6.
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Branding ZAG Steps
7.
What should you add or substract? Reduce degree of customization options. We could make sharing anonymous but that would go against our insights.
8. Who loves you? The curious at heart, those who are currently treading new domains or those wanting to reexplore their current cities.
Who doesn’t love you? Unknown is not like Trip, TripAdvisor or Airbnb Neighborhoods it will not overfilter user experiences
9.
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10.
Branding ZAG Steps
11.
How do you explain yourself? We provide the user with a semi-random "wondering" route as well as the possibility of matching newcomers together in the hopes they will explore their new city together. Initially we also match "exiters" and "enterers" with the intent of information exchange. Users are provided with safety zones for security purposes.
What do they call you? UNKNOWN
How do you spread the word?
Word of mouth is key to our target user group, in order to peak their interest we begin by creating ambiguous teasers, gorilla advertising and promoting ourselves through online magazines .
12.
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Branding ZAG Steps
13.
How do people engage with you? User engages with the UNKNOWN via social network application.
How do you earn their loyalty? Partner with local businesses so create a rewards system or promotional coupons when user marks their sport as a “favorite". Unknown also avoids having distracting pop-ups, ads and content overload.
14. What do they experience?
Users will experience a feeling of adventure and discovery while at the same time feel supported and secure. They will have a sense of ownership for their new city as they mark their favorite spots and learn more about their new surroundings. They will initially feel a sense of comanionship with the newcomer match as well as some familiarity provided by their "exiter" lists.
15.
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Branding ZAG Steps
16.
How do you extend your success? We could partner with Uber, Lyft, Citibikes for promotional events. There is also the possibility of filtering for unexpected local attractions that are experience heavy which would surprise and delight customers.
How do you perfect your portfolio? We protect our potfolio by staying up to date on current technologies, mantaining a positive relationship with local businesses and partnering with companies that can help us extend our brand capabilities.
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Prototyping Thought our project we developed various iterations of prototyping in order to get the final deliverable. We refined our idea into a compelling design.
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Prototyping Ideation
Adjacent images depict our inititial ideation as well as some guidelines depicting feautres and key attributes the team deemed necessary for our social network.
• Avoid content overload • Minimalist aesthetics • Connect those entering a city with those exiting it • Enabling sharing of information between mover • Visible user connections and degreees throguh sync with Google Maps and Facbook • Promote physical interactions and engagement • Eliminate possibility of ghost users • Provide safety net • "My Map"
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Prototype Application
TERMS AND CONDITIONS ACCEPT
REJECT Fa
LOG IN Facebook
Gmail
Moving from Zip Code
By accessing or using the UnKnown servcie made by UnKnown team, however accessed, you agree to be bound by these terms of use. The service is owned by UnKnown LLC. These terms of use affect your legal rights and obligations. if you do not agree to be bound by all of these Terms of Use, do not access or use the service.
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Prototype Application
Tag yourself
What's was your go-to spot for...
What is your tribe? Foodie Outdoors
LGBT
Le
Students
Art & design
Night life
Kids
Green
History
Sports
Drinks Coffee
Moving to Zip Code
Casual Hangouts Grocery shopping Late night munchies Take out & delivery
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Prototype Application
Form of Exploration Relax
Romantic
Fun
Dynamic
Athletic
Adventure
Form of Exploration Bicycle
Walk
Le
What's your mood?
Drive
Public
Radius of Exploration Security level 10
0
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Prototype Application
Marked places
Uber Lyft
Le
Remember
Public
Favorite Share
Directions
Take me home
My map
Mark your spot
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Prototype Application
Locals Love
Gramercy Fun Facts Hidden Gems MIKE Been here 2 times
CAROL Been here 3 times
Le
JACK Been here 5 times
Best Bay
$1
Locals Love
Coupons
OFF
Alhambra
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WHAT'S NEXT?
THANK YOU