Social Networks: Business Model & User Needs

5.

BUSINESS MODEL GENERATION DMGT 720 OL DESIGN INNOVATION DEVELOPMENT AND MARKETING STRATEGIES Professor: Hilary Mobed Collins GROUP 1 John Colon My Giang Neyane Daniel Natalie Martin-Wells DMGT720 | GROUP 1 | 78

ZAG’S 17-STEP PROCESS Introduction The zag concept, as described by Neumeier, is essential as brands scramble to stand out as the rise of social media creates more territories for brands to infiltrate.

They must first learn how to be brands that consumers love. With Zag’s 17 step process to show the common features the new social network will result in success.

“What makes you the only?”

WHAT: The only social network HOW: that focuses solely on autoimmune conditions WHO: for patients and healthcare professionals WHERE: all over the world WHY: who are seeking support, education, and a positive environment WHEN: in an era of few answers and little clarity about autoimmunity DMGT720 | GROUP 1 | 79

ZAG’S 17-STEP PROCESS

DMGT720 | GROUP 1 | 80

ZAG’S 17-STEP PROCESS

DMGT720 | GROUP 1 | 81

ZAG’S 17-STEP PROCESS

DMGT720 | GROUP 1 | 82

DMGT720 | GROUP 1 | 83

SWOT ANALYSIS

User-based data specifically for AI diseases.

Connect patients with their loved ones.

Create a strong sense of community where AI patients feel comfortable and support.

A diverse range of topics about AI diseases are covered.

A lot of the content comes from people who have AI diseases themselves.

Strenghts

Restricted funding due to not wishing to overwhelm members with advertising.

No membership fees, this could be used as an additional source of revenue.

Only applicable to a small percentage of people with medical conditions, limitations on expansion.

Weaknesses

Opportunities There is an oportunity to connect patients suffering with AI conditions.

Provide relevent and medically backed research information.

Connect medical professional with sufferers and their support network for a deeper understanding and insight on how family and friends can better help loved ones with AI conditions.

DMGT720 | GROUP 1 | 84

Threats The fast moving pace of research and management of the quantity of information regarding AI conditions.

Attracting and keeping specialist invovled in the network

Summary of the results During our SWOT analysis we were able to identify our strengths weaknesses and threats.

The strengths we were able to identify include being able to bring a community together who either work within the medical industry with a specialty in Auto Immune conditions, a person suffering from an AI condition or a close friend or relative of someone with an AI condition. By creating a place where all these people an come together, it provides a broader support network and understanding that currently is not out there for most people.

Our weakness is the limited funding available to us. This is due to not wishing to charge members or overwhlem the application/website with product advertisements. Medical staff participation and retention may also be an issue due to lack of incentive.

SUMMARY AND RECOMMENDATIONS

There is an opportunity to arm sufferers of these conditions with the information and confidence to feel empowered, have important conversations with their healthcare team, and feel in control of their health.

Threats are the fast pace at which new research information becomes available. This could cause information held within the site to quickly become out of date, and for members to seek reliable and current information elsewhere.

Recommendations To be able to maximize our strengths we need to ensure a wide enough community support and interaction.

Maximizing Strengths - Customized membership types (ie. patient vs loved one vs healthcare pro) - Curated communication/content by user type (ie. patient vs loved one vs healthcare pro) Minimizing Weakness - Partnership with for-profit healthcare organizations and fitness companies DMGT720 | GROUP 1 | 85

VALUE PROPOSITIONS FOR THE BUSINESS MODEL GENERATION

FOR

AI patients, backed by healthcare professionals, and inclusive of those wanting to learn more about autoimmunity and how to better support those around them living with it.

BY

Focusing on education, support from professionals and fellow AI patients, the new social networking place AI patients in the center of focus and provides great support with Autoimmunity specifically targeted symptom checkers and libraries, and healthcare professionals specializing in these conditions. This network arms victims of these conditions with the information and confidence to feel empowered, have important conversations with their healthcare team, and feel in control of their health.

UNLIKE DMGT720 | GROUP 1 | 86

social networks that users have at their disposal which are actually for a much broader range of health conditions, and with so many known autoimmune conditions already. A new social networking provides a positive environment that fosters a sense of understanding, community, and will not leave users with a lot of information to shift through.

DMGT720 | GROUP 1 | 87

ABC-Q APPROACH B - CREATE CONFIDENCE Authored posts/ blogs/interviews

Empowered and in Control With patient authored posts/ blogs/interviews, convoluted Google-esque symptom checkers/ libraries are avoided. We’re connecting patients with their loved ones as a strategy to create a strong sense of community filled with comfort and support. A lot of the content comes from people who have AI diseases themselves, also creating trust.

CREATE CONFIDENCE

However: Research and management of the quantity of information regarding AI conditions move at a fast pace.

DMGT720 | GROUP 1 | 88

Google-esque symptom checkers are avoided

Content comes from people who have AI diseases

ABC-Q APPROACH C - CREATE ANTICIPATION Support and Education

AI Patience

We are connecting medical professionals with sufferers and their support network for a deeper understanding and insight on how family and friends can better help loved ones with AI conditions.

This will provide medically backed research information for patients as well as the curious and empathetic.

ANTICIPATION

However: Attracting and keeping specialists involved in social networks requires strategy.

Medical professionals

AI Patience’s friends and family

DMGT720 | GROUP 1 | 89

ABC-Q APPROACH D - RECONTEXTUALIZE Forums

The Only GO-To Various specialized organizations have partnered up to supply forums, newsletters, and webinars.

Through automated services, personal assistance, meal plans and even wellness retreats, our social network will be the only one that focuses solely on autoimmune conditions. This makes finding community and support much easier, and even a go-to resource for medical professionals themselves.

A go-to resource for medical professionals

Newsletters and Webimars

A NEW SOCIAL NETWORKING FOR AI COMMUNITY

Automated Services

Community support

Meal plans Wellness retreats

DMGT720 | GROUP 1 | 90

Personal assistance

DMGT720 | GROUP 1 | 91

UPDATED GANTT CHART Building a Social Network Project

TEAM MEMBERS

John C, Neyane D, My G, Natalie M

DMGT 720 - Design Innovation Development and Marketing

DATE

3/26/18

TASK TITLE

TASK OWNER

START DATE

DUE DATE

DURATION

PCT OF TASK COMPLETE

WEEK 1 M

Process Book Input and Update Process Book, weekly

My

3/26/18

5/13/18

47

Working Wall update

Team

3/26/18

5/13/18

47

14%

Word Document Summary

NeYane

3/26/18

5/13/18

47

100%

Gantt Chart Update

Natalie

3/26/18

4/30/18

34

14%

2x2 Analyses or Axis Chart

John

3/26/18

4/1/18

5

100%

Segment Matrices

NeYane

3/26/18

4/1/18

5

100%

SWOT Analyses

My

3/26/18

4/1/18

5

100%

Different-and-Good Chart

Natalie

3/26/18

4/1/18

5

100%

18%

Network Analysis

Network Design Development

0

Contextual Analysis (Three)

Team

4/2/18

4/8/18

6

100%

Competitor Analysis (Three)

Team

4/2/18

4/8/18

6

100%

Document info on Working Wall

NeYane

4/2/18

4/8/18

6

100%

Design Stratagy Outlining Network

NeYane

4/2/18

4/8/18

6

100%

Project Updates

Team

4/2/18

4/8/18

6

100%

Chart Updates

Team

4/2/18

4/8/18

6

100%

Create Surveys

NeYane

4/9/18

4/10/18

1

100%

Diseminate Surveys

Team

4/10/18

4/11/18

1

100%

Document Surveys, results, interviews and observations

Team

4/12/18

4/12/18

0

100%

Create Empathy Map

NeYane

4/12/18

4/13/18

1

100%

Create Two Personnas (per group)

Team

4/12/18

4/13/18

1

100%

Document User Analysis

My

4/12/18

4/14/18

2

100%

Update Working Wall

NeYane

4/14/18

4/15/18

1

100%

Update Gantt Chart

Natalie

4/14/18

4/15/18

1

100%

Build a Business Canvas for two leading networks

John

4/23/18

4/24/18

1

100%

Document Findings

My

4/24/18

4/25/18

1

100%

Compare and Contrast Findings

Team

4/25/18

4/26/18

1

100%

Provide Recommendations for Improvments of Weakest Model

Neyane

4/26/18

4/27/18

1

100%

Conclusion

Natalie

4/28/18

4/29/18

1

100%

Update Working Wall

Neyane

4/28/18

4/29/18

1

100%

Update Gantt Chart

Natalie

4/28/18

4/29/18

1

100%

Business Model

My and NeYane

4/23/18

4/25/18

1

SWOT Analyse

Natalie

4/23/18

4/25/18

1

4/23/18

4/25/18

1

Defining Our Network Users

Competitor Research and Analysis

Business Model Generation 100% 100%

Summary of Results, Recommendations for Max Strengths and Min Weakness

Natalie

Video Pitch of Network

John and Natalie

4/23/18

4/27/18

1

Update Working Wall

My

4/27/18

4/27/18

1

100%

Update Gantt Chart

My

4/27/18

4/27/18

1

100%

100% 100%

Defining User Needs Create empathy maps for all of the personas

Natalie

4/30/18

5/3/18

3

Document your findings Word Doc

John

4/30/18

5/2/18

2

0%

Document info on Working Wall

My

5/3/18

5/4/18

1

0%

Update Working Wall

NeYane

5/4/18

5/4/18

0

0%

Update Gantt Chart

Natalie

5/4/18

5/4/18

0

0%

0%

Prototyping and Brand Development 5 Minute Presentation Video

Group

5/7/18

5/11/18

4

0%

Update Working Wall

NeYane

5/11/18

5/12/18

1

0%

Update Gantt Chart

Natalie

5/11/18

5/12/18

1

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Group

5/14/18

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4

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Network Sales Pitch 3-5 Minute Video Presentation

DMGT720 | GROUP 1 | 92

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6.

DEFINING YOUR USERS’ NEEDS DMGT 720 OL DESIGN INNOVATION DEVELOPMENT AND MARKETING STRATEGIES Professor: Hilary Mobed Collins GROUP 1 John Colon My Giang Neyane Daniel Natalie Martin-Wells DMGT720 | GROUP 1 | 91

EMPATHY MAPS AI PATIENTS

What does he or she really

THINK AND FEEL? What does he or she

HEAR?

You seem a little off today...

Erick Lee

I don’t know how to help you You look fine to me.

I feel frustrated and angry that my condition interfers with my job.

I want to live a happy and active life I want control of my health I don’t want to pass this on to children.

What does he or she

SEE?

Things and activities to avoid Supplements Healthy and pain-free people

I know someone with that. They did “X”, and they’re cured!

You’re sick again??

What is the customer’s

What does the customer

Wants to be understood by those close but not feel like a burden

Wants to be symptom free/in remission

PAIN?

Notes: Erick has been diagnosed with Multiple Sclerosis (MS). He was shocked. The doctor informed him that it’s a lifelong disease with no cure that attacks the central nervous system, potentially causing regular pain, muscle weakness and loss of vision.

DMGT720 | GROUP 1 | 92

Doesn’t wantto be seen as weak Wants to fully understand their condition

GAIN?

What does he or she

SAY AND DO? Just because we have MS, doesn’t mean we can’t still have fun.

Research treatments and remedies

To be able to do normal stuff without anyone necessarily knowing about his condition

EMPATHY MAPS AI PATIENTS

What does he or she really

THINK AND FEEL? I miss having that much energy?

What does he or she

HEAR?

You’re sick again??

Jessica Wang

I wonder if they can tell I feel sick today?

I just wish I could work out like I used to.

I know someone with that. They did “X”, and they’re cured!

What does he or she

SEE?

Meal plans advertised as cures Other people living normal lives People with a support network around them

You look fine to me.

I don’t know how to help you.

What is the customer’s

What does the customer

PAIN?

Notes: Jessica was developed symptoms such as acne on torso, sored breasts, gaining weight. She was put of a sterioid and an immune suppressant, which have stopped the liver damage. She’s been diagnosed with Hepatitis.

Wants to have a complete understanding of their condition(s) Fears they will never feel well Wants to be understood by those close but not feel like a burden

GAIN?

What does he or she

Wants to have daily life and tasks not impacted

I won’t stop living my life. I’ll just be more mindful.

Wants to be cured

SAY AND DO? I refuse to stop living

Wants to be part of a comunity that she can talk to and understands what she’s going through

DMGT720 | GROUP 1 | 93

EMPATHY MAPS MEDICAL PROFESSIONALS

What does he or she really

THINK AND FEEL? What does he or she

HEAR?

Terry O’Donnell Dr. Ian Carlone, DO

I don’t fee llike my condition is improving

What can I do to help?

Would this treatment work for my mum?

I wonder what new research is out thtere that I can share?

I want to try nutritional based therapy to help control my illness

What does he or she

SEE?

Worried and confused patients who do not fully understand their diagnosis Many new approaches to autoimmunity

What else can I do?

What is the customer’s

What does the customer

Is there anything more that can be done?

For patients to be able to live happy and healthy lives

PAIN?

Notes: Terry has been a nutritionist a Tufts Medical Center, working on clients with multiple sclerosis, lupus, diabetes, and more. She’s been a user of apps for productivity in the medical world as well as other health recording tools.

DMGT720 | GROUP 1 | 94

I feel like no one understands what I’m going through.

Your mom is really lucky that you can help her

GAIN?

What does he or she

SAY AND DO?

I want my patients to understand what is going on with their bodies and to be a part of the wellness journey.

Checks in with patients through appointments to sse if any changes need to be made to their current nutritional regime

She wants to help patients to be as symptom free as possible through nutritional choices

EMPATHY MAPS MEDICAL PROFESSIONALS

What does he or she really

THINK AND FEEL? Will this treatment plan help?

What does he or she

HEAR?

Dr. Ian Carlone, DO

Is this right for this specific patient?

Is this patient committed?

What does he or she

SEE?

What else can be done?

Many outdated views on autoimmunity

Do you have other patients with my condition?

New research made available all the time

How is this goign to affect my life?

What is the customer’s

What does the customer

I heard that “X” can cure me...

Patients to be happy with their treatment

PAIN?

Notes: Ian gained most of his experience with diabetic patients in is early career and naturally migrated into treating those with thyroid disease and other autoimmune conditions.

He has personal experience with pyschological counselingn and social work as well.

I just don’t feel like i’m getting better Is there anything more that can be done?

GAIN?

What does he or she

SAY AND DO? Check in with patients through frequent appointments I want my patients to understand what is going on with their bodies and to be a part of the wellness journey

For patients to understand their condition Wants to help patients find the best treatments to live as much of a normal and healthy life as posible.

DMGT720 | GROUP 1 | 95

EMPATHY MAPS AI PATIENT’S FAMILY AND FRIENDS

What does he or she really

THINK AND FEEL? I wonder if i’m doing enough

What does he or she

HEAR?

I’m just really tired today

Mary Chattsworth

I hope she feels okay today I want them to feel well

Frustration

What does he or she

SEE?

Her mother sruggling Overwhelming amount of articles and journals

I’m fine How brave her mom is and how she always tries to keep up appearances

There’s nothing you can do You’ve got enough on your plate without worrying about me

What is the customer’s

What does the customer

PAIN?

Notes: Mary has a close relationship with her mother who lives in a retirement home within a 15 minute drive of where she lives herself. Her mother recently diagnosed with a thyroid disorder and Mary would like to learn more about the condition.

DMGT720 | GROUP 1 | 96

GAIN?

Wants to have a complete understanding of the condition(s) Fears her mom will never feel well and hide some of her symptoms Wants to be a complete support system to her mom

Knowledge and a better understanding of her mothers condition

What does he or she

SAY AND DO? Research treatments and remedies Lend a listening ear Makes dr’s appointments on mothers behalf Takes mother to and from drs appointments

Greater insight into her mothers limitations Support from others that are in a similar situation and understand.

EMPATHY MAPS AI PATIENT’S FAMILY AND FRIENDS

What does he or she really

THINK AND FEEL? I wonder what else I can do to help

What does he or she

I hope she feels okay today

What does he or she

I just don’t have the energy today

I wish there was more I could do I want her to feel better

Medical journals and articles

HEAR?

Steve Garrett

I’m fine

SEE?

A wife in pain sometimes, but trying her best not to let it interfere

Thank you for caring How strong and brave his wife is

What is the customer’s

What does the customer

PAIN?

Notes: Steve’s wife has been diagnosed with Graves disease for over ten years. He wishes to gain access to professional information so that he can better support his wife and be able to look up information quickly as well as be part of an understanding community.

GAIN?

Wants to have a complete understanding of the condition(s) Has come to the realization that his wife will never fully feel well and that this is just part of life now Wants to be able ot better support his wife

Knowing how to help his wife when necessary

What does he or she

SAY AND DO? I love you. What do you need, how can I help? listens to wifes complaints

Being sensitive to needs and limitations Being more understanding Being more positive

Would lunch with your igrlfriends help?

DMGT720 | GROUP 1 | 97

Pages:

Project Thrive Potential Network Pages and Features

DMGT720 | GROUP 1 | 98

Media The media section of the network will include videos, relevant promos from sponsors and partners, as well as be the place in which users can view webinars. This is a way to learn more about autoimmunity in an engaging manner, help visualize people dealing with similar health issues, a lesser understood condition, and a way to help further humanize autoimmunity.

Research and Condition Library The research and condition library section of the network will be carefully designed to deliberately help users learn more about specific conditions and contain relevant terminology, symptoms information, and clinical research assets and studies from trusted and reliable sources. This section is great for users of all types that want to dig deeper into information about specific conditions but in a well-organized manner, as opposed to sifting through endless pages of search results.

Blog The blog section of the network will be populated with user-generated content, content generated by medical professional contributing users, and also include content from “guest authors” (featured AI patients, industry experts, and medical professionals.) This is a way for more voices and stories to be heard and shared, bringing awareness and support to members.

Forum The forum section of the network will be one of the key access points for our users to connect and talk to each other. Users will be able to post discussions, questions, and generally start conversations and communicate with each other about topics relevant to their conditions or that of loved ones. This is the heart of the “community” that is Project Thrive.

Features: Media and Content Sharing Users will be able to share links to videos and content from Project Thrive on other social media platforms, via email, and trough other communication channels.

User Following functionality Users will be able to further connect with other members of Project Thrive by following their activity on the site (ie. favorite or shared content, etc.)

Membership/Profile “Types” There will be membership profile types based upon the goal of each user that signs up. Users can create an account with Project Thrive as an AI patient, a medical professional, or loved one of an AI patient, or an account for someone who is just curious and wants to learn more.

Commenting Users will be able to comment on articles, webinars, and blog posts. This section will be moderated to help further foster a positive community of communication.

DMGT 720 - Design Innovation Development and Marketing

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UPDATED GANTT CHART

Process Book Input and Update Process Book, weekly

My

3/26/18

5/13/18

47

Working Wall update

Team

3/26/18

5/13/18

47

14%

Word Document Summary

NeYane

3/26/18

5/13/18

47

100%

Gantt Chart Update

Natalie

3/26/18

4/30/18

34

14%

2x2 Analyses or Axis Chart

John

3/26/18

4/1/18

5

100%

Segment Matrices

NeYane

3/26/18

4/1/18

5

100%

SWOT Analyses

My

3/26/18

4/1/18

5

100%

Different-and-Good Chart

Natalie

3/26/18

4/1/18

5

100%

18%

Network Analysis

Network Design Development

0

Contextual Analysis (Three)

Team

4/2/18

4/8/18

6

100%

Competitor Analysis (Three)

Team

4/2/18

4/8/18

6

100%

Document info on Working Wall

NeYane

4/2/18

4/8/18

6

100%

Design Stratagy Outlining Network

NeYane

4/2/18

4/8/18

6

100%

Project Updates

Team

4/2/18

4/8/18

6

100%

Chart Updates

Team

4/2/18

4/8/18

6

100%

Create Surveys

NeYane

4/9/18

4/10/18

1

100%

Diseminate Surveys

Team

4/10/18

4/11/18

1

100%

Document Surveys, results, interviews and observations

Team

4/12/18

4/12/18

0

100%

Create Empathy Map

NeYane

4/12/18

4/13/18

1

100%

Create Two Personnas (per group)

Team

4/12/18

4/13/18

1

100%

Document User Analysis

My

4/12/18

4/14/18

2

100%

Update Working Wall

NeYane

4/14/18

4/15/18

1

100%

Update Gantt Chart

Natalie

4/14/18

4/15/18

1

100%

Build a Business Canvas for two leading networks

John

4/23/18

4/24/18

1

100%

Document Findings

My

4/24/18

4/25/18

1

100%

Compare and Contrast Findings

Team

4/25/18

4/26/18

1

100%

Provide Recommendations for Improvments of Weakest Model

Neyane

4/26/18

4/27/18

1

100%

Conclusion

Natalie

4/28/18

4/29/18

1

100%

Update Working Wall

Neyane

4/28/18

4/29/18

1

100%

Update Gantt Chart

Natalie

4/28/18

4/29/18

1

100%

Business Model

My and NeYane

4/23/18

4/25/18

1

SWOT Analyse

Natalie

4/23/18

4/25/18

1

4/23/18

4/25/18

1

Defining Our Network Users

Competitor Research and Analysis

Business Model Generation 100% 100%

Summary of Results, Recommendations for Max Strengths and Min Weakness

Natalie

Video Pitch of Network

John and Natalie

4/23/18

4/27/18

1

Update Working Wall

My

4/27/18

4/27/18

1

100%

Update Gantt Chart

My

4/27/18

4/27/18

1

100%

4/30/18

5/3/18

3

5/2/18

2

100%

100% 100%

Defining User Needs Create empathy maps for all of the personas

Natalie

100%

Document your findings Word Doc

John

4/30/18

Document info on Working Wall

My

5/3/18

5/4/18

1

100%

Update Working Wall

NeYane

5/4/18

5/4/18

0

100%

Update Gantt Chart

Natalie

5/4/18

5/4/18

0

100%

Prototyping and Brand Development 5 Minute Presentation Video

Group

5/7/18

5/11/18

4

0%

Update Working Wall

NeYane

5/11/18

5/12/18

1

0%

Update Gantt Chart

Natalie

5/11/18

5/12/18

1

0%

Group

5/14/18

5/18/18

4

0%

Network Sales Pitch 3-5 Minute Video Presentation

DMGT720 | GROUP 1 | 99

UPDATED WORKING WALL

UPDATED ZAG’S 17-STEP PROCESS (STEP 10TH)

“PROJECT THRIVE” (Thrive means to be prosper; be fortunate or successful; to grow or develop vigorously; floruish.

These are all things most AI patients hope to accomplish on their health journey.