DISCONNECTION
TEAM ANALOG Harper HUNT | Yunyun ZHOU | Maria Alejandra ICAZA | Tongwei MA | Lorenza RUIZ
Table of contents 3 | Who are we? 10 | Secondary Research 22 | Primary Research 42 | Affinitization
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57 | Mock-Up 64 | Prototypes 75 | Reflections 78 | Sources
WHO ARE WE? TEAM ANALOG AND OUR RESEARCH TOPIC
Team ANALOG VISION ++
We are a team working to improve the ways Millennials use technology in their everyday lives.
MISSION ++
We became aware of the imminent addiction that smart-phones have on Millennials. Thereby we created a solution to address this concern. We researched our target audience and developed a service and product to encourage conscious phone usage.
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Scope
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We aim to explore the way millennials use technology. By using different research methods we will develop insights to discover new opportunities so as to promote disconnection from technology and generate more mindful ways to use technology.
Problem Statement
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Millennials are presenting a concerning addiction to their smart-phones. We are going to address this problem by developing a solution that encourages conscious smart-phone usage to prevent further damaging psychological effects.
For millennials and parents Who are interested in healthier relationships with technology i.e. cellphone, and want to disconnect from it in areas of their life
Value Proposition
ANALOG will offer a solution to address the desire and the need to disconnect temporarily from technology in order to fight and decrease psychological effects triggered by tech usage and/or addiction. It is a combination of a product & service That provides our customers a 30 day “less tech� lifestyle Unlike any other service or product out-there that passes to oblivion Our guidelines will help us deliver this one-of-a-kind solution for a better future.
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Gantt Chart ACTIVITY Statement of Intent Secondary Research Planning Primary Research Sketching Ideas Mock-ups Prototypes Presentation
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Week 1
Week 2
Week 3
Week 4
Week 5
Week 6
Week 7
Week 8
Week 9 Week 10
RESEARCH SECONDARY
Trends FREE WIFI EVERYWHERE
We searched for the latest changes happening in the world today in order to recognize trends around us and carefully identify patterns within them. We discovered an increasing concern over the excessive use of technological devices by Millennials.
ON DEMAND SERVICES
VIRTUAL ASSISTANTS
UBER,
ALEXA, SIRI,
AMAZON,
GOOGLE MINI
NETFLIX
SMART IS THE NEW GREEN 11
ANXIETY
Disconnection Secondary research reveals particular situations when smartphone owners use their phone exessively.
Source: Creative Studio at Deloitte. “State of the Smart.� London, 2017.
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When people check their phones: teenagers, parents and grandparents.
Source: Creative Studio at Deloitte. “State of the Smart.� London, 2017.
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The smartphone habits of teenagers
Source: Creative Studio at Deloitte. “State of the Smart.” London, 2017.
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Comics Comics are used to express ideas and call attention towards current events in humorous ways. Comics today are revealing the following smartphone themes.
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Addiction to smartphones
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Interrupted conversations
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Lack of human interaction
Key Facts
66% Afraid of losing their phones
The frequent phone user is more likely to be anxious or depressed.
Scientists say juggling e-mail, phone calls and other incoming information can change how people think and behave.
40% Rather give up brushing their teeth 47% Can't make it through the day w/o phone 56% Believe they use their phone to much
44% Check their phone within 5 min of sleeping.
1 In 3 wakes up to check phone in the middle of the night
41% Think their partner uses their phone too much
"In an age of distraction, nothing could feel more luxurious than paying attention. And in the age of constant movement, nothing is more urgent than sitting still" Pico Iyer
41% Have more than one phone
84% Users claim they could not go a single day without their device
The use of technology for long periods of time can cause headaches and vision fatigue.
Almost half of users sleep whit their phones next to their bed because they do not want to miss any calls.
67% Check their phones for messages, alerts or calls, even when they don’t hear their phone ring or vibrate.
69% Would like to completely disconnect at mealtimes
75% Uses their phone in the bathroom
79% Of Americans use Facebook
1 in 6 young people will experience an anxiety disorder at some point in their lives
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88% of US consumers have a second screen even while watching TV.
People can experience psychological symptoms of withdrawal when they stop using Internet
Investigators do not link stress to the professional use of phones for work purposes.
Cell phone Checking is the new yawn because of its contagious nature.
Eras map
1960s-1970s 1957
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1990s 1980s
2010s 2000s
Increased usage The amount of the world population using the Internet has increased continuously during the last three decades. ++ ++ ++
1990s: 4.1% of the population 2000s: 26.6% of the population 2010s: 51.7% of the population
60% 50% 40% 30% 20% 10% 0
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Publication Research
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RESEARCH PRIMARY
Mind map
Duration
We decided to make our research visual by creating a mind map so that we could identify associated
Location
relationships within our research theme.
Reconnect
Where? When?
Wearable
Gadgets Smartphone
Home
Convenience
Products Distraction
World People
Functions
Connect
Disconnect
Connect to Entertainment
Things
Functions Middle point
Behavior
Necessary
Information Storage
Disadvantages
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Distraction
Convenience
Mind Map Process Developing the mind map was a team effort. We first created individual maps to enhance creative output. Then we compiled our information together to create a singular relationship map.
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Convergence Map
Texting
We identified functions of technology and divided them in three categories: convenience, entertainment, and primary function. This tool allows us to pinpoint inter-relationships for further analysis.
Clock
Calling
PRIMARY FUNCTION Voice mail
Music player Camera
Contact Book
Movies
Video camera
Video Games Social Media
Weather Alarm Clock Calculator Maps
Live streaming
News
Health
Video calling Notes
Dating
Online Shopping
Banking
ENTERTAINMENT Mobile pay Data storage
Streaming Wellness
Timer Flashlight
Translator
On demand Tools
Food delivery
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CONVENIENCE
Search Engines
Podcasts Porn Photo editing
Opportunity Map
CONNECT Work Games
We mapped out different activities and places where
Dating
technology is used using two axes: the level of importance
School
and whether the person should be connected or disconnected.
Travel
NOT IMPORTANT
Meeting
Cleaning
IMPORTANT
Shopping Eating
Bathroom
Sleeping
Class
Sports Friends Family
DISCONNECT
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Driving
POEMS People do not use their phones while they’re engaged in a physical activity. Either playing or watching.
Observing people in the present helps to make sense of them within their context. ++ ++ ++ ++ ++
People Objects Environments Messages
- Referees
General talking about the game, Talking about some plays, cheering and referee annotations.
Sport related - Balls, score, goals - Referees, shirt, jackets id - Music, water - WC. Indoor facility
- Spectators
Water bottles
- Players
Bags & backpacks
Students
Balls
PEOPLE
OBJECTS
ENVIRONMENT
MESSAGES
SERVICES
Students
Backpacks
Bus Driver
Art Projects
- Bus sitting - Some facing each other -Everybody minding their own business - TV turned off - Multiple stops through SCADs buildings
Casual talking Individual texting, music, social media entertainment , talking on the phone
Transport related - Free transport
Purses
Services
Food & drinks Smart-phones Earphones
People use their phones more when they are not engaged in activities.
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- Sitting area to watch the game - Chairs for supervisors - Workout music - Cheering
- Sitting - Flexible schedule - Unis advertising
Observation Observing people can bring an untainted perspective to the behavior of the target audience.
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Survey We developed a survey with both open and closed questions that aimed to understand the perspective of Millennials through heart and brain based questions. We made the survey digital so that we could send it to Millennials all over the world. We got 70 respondents from the United States, Mexico, China, Panama, among others.
OVER 70 RESPONDENTS FROM AROUND THE WORLD 29
WHAT DO YOU THINK YOU ARE GIVING UP FROM YOUR LIFE BY BEING CONSTANTLY CONNECTED?
40% 35% 30% 25% 20% 15% 10% 5% 0
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OF ALL THE TECHNOLOGY THAT SURROUNDS YOU, WHICH DEVICES WOULD YOU LIKE TO DISCONNECT THE MOST FROM? (RATE THEM 1 BEING THE MOST AND 4 BEING THE LEAST) 100%
38.6%
80%
30%
60%
20%
40% 7.1%
Interpersonal Relationships
Mindful Time (Think, Meditate)
Attention in Class/Work
4.3% Connection to The Real World
Other
20% 8.6% 7.1%
11.4% 27.1%
47.1% 41.4%
64.3%
22.9% 57.1% 17.1%
20% 0
21.4%
4.3%
Smart-phone
Laptop
12.9% Smart Speakers
18.6% 18.6% Wearable Technology
1
3
2
4
WHAT DISTRACTS YOU THE MOST?
60%
IF YOU HAD A PRODUCT OR SERVICE THAT WOULD HELP YOU DISCONNECT, HOW WOULD YOU FEEL?
51.4%
50%
30%
40% 30%
25%
27.1%
20%
20%
20%
20%
15%
15.7% 11.4%
10%
10% 0
32.9%
35%
1.4% Communication (messaging, etc.)
Social Media
Calls
0% Multitasking
Other
5% 0
1.4% Thank ful
Happ
y
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Proud
8.6%
10%
0% elieved
R
Angry
Uncomfortable
Anxious
Disconnecte d
WHICH OPTION DO YOU PREFER?
WHERE WOULD YOU FEEL MORE COMFORTABLE LEAVING YOUR SMARTPHONE?
Other 4.3%
A locker or sepa rate area to leave smart-phones
25.7%
50% 40%
44.3% 32.9%
30%
70% A service that disconnects certain functions
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20%
11.4%
10% 0
A locker or safe compartment
Separate room
11.4%
At home
Other
WOULD YOU PREFER PARTIAL OR TOTAL DISCONNECTION?
40% 35% 30% 25% 20% 15% 10% 5% 0
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35.7%
MOST MILLENNIALS FEEL ANXIOUS OR INSECURE WHEN DISCONNECTED FROM TECHNOLOGY, WHAT ACTIVITY OR SUBSTITUTE WOULD MAKE YOU FEEL BETTER WHEN BEING DISCONNECTED FROM IT? (CHOOSE 3)
38.6%
21.4%
4.3% Total disconnection except calls
Other
80% 65.7% 70% 60% 51.4% 50% 40% 30% 20% 10% 0 Sports and Fitness
Time with Friends
50%
52.9%
22.9%
32.9% 18.6% 5.7%
Time with loved ones
NatureA
rts and Crafts
eA
Reading
Cooking
Other
A Day in the Life We wanted to map out the way Millenials use their smartphones throughout the day. So we developed an interview tool to encourage respondents to offer detailed information.
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A Day in the Life Chart A Day In My Life morning
afternoon
evening
where are you? what are you doing?
who are you with? what are you doing?
What functions do you use most on your phone? How do you feel about the way you use your phone? Why? What would you do if you didn’t have your phone? What would you like to have to better disconnect?
name: 35
zzz....
Result Analysis
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Result Analysis DISTRACTIVE INTERESTING EFFECTIVE GUILTY UNFOCUSED RELIABLE COMFORTABLE YOUR FEELINGS
IF YOU DIDN’T HAVE YOUR PHONE 37
IDEAS TO DISCONNECT
Stakeholder Map Communities
Government
We identified individuals, community leaders, groups and other organizations who might be impacted by our research, or who could influence the outcome of our
Schools Millennials
proposed service.
Families Advertisers
Regulators
Parents
ANALOG
Social Media Companies Psychologists
Gen-Z
Tech Shareholders
Tech companies
Hardware manufacturers
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Partners
Baby Boomers
Employers
Solution 30-Day Impact Map EXPERIENCE - OUTCOME AND IMPACT Mid-experience
First 10 days
Final 10 days
User buys and starts the 30 day trial
professional
User becomes aware of existing product/service
ACCESS External
AWARE
WORK IMPROVE ON PRODUCTIVITY SCHOOL
ANALOG 30 DAY EXPERIENCE
personal
ANALOG COMPANY
External
FAMILY
BETTER RELATIONSHIPS
FRIENDS
Internal
PARTNERS
+SELF-ESTEEM BETTER EMOTIONAL STATE -RESENTMENT
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Siblings
Addicted Balanced life
ERAF System Diagram
MILLENNIALS
People
++
Objects
++
Environments
++
Messages
++
Services
Parents
Tech for work
Governments
Families Data
++
Partners
Entertainment
Schools
SOCIETY
News
TECH COMPANIES SW developers
Teachers
HW makers
Social Networks
Relation Information exchange Money Affects
SOCIAL MEDIA COMPANIES
Services
Products
ADVERTISERS
Reviews Convenience
Entertainment SW developers
Big Data
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Behavioral change
Multipurpose
Blogs
Psychologists
App Usage Analysis
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AFFINITIZATION SORT AND ANALYZE INFORMATION
Yellows All the data points collected from primary and secondary research are organized into yellow post-its which are then clustered according to perceived relationships.
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Affinitizing Yellows The process requires careful understanding of each and every data point. Misplacing a yellow in a cluster where it doesn't belong may affect information grouping and final insights.
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Blues Yellow clusters are converted into one True Blue which is drafted in the voice of the user be it as an I... or a We...
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Functions in my smartphones are helpful but they can also be time consuming for which i have to disable them sometimes.
I feel the use of the technology make us use it all day, therefore wearable technology has emerged.
I keep my smartphone and technology with me all the time so I look at social media when I wake up.
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I feel my connection with technology limits relations with people, nature, and body.
I feel my smartphone use has increased because of convenient services and social networks that I give my information to unwillingly.
Technology connect me to the world and I like that I can choose the purpose and the tools that I use. Even if it means having two phones.
The increase and ease of communication methods has caused my behaviour habits to change, and expect immediate responses from others.
Technology allows make belief “life� it might also be helpful, but without it I appreciate things and life's perspectives and prioritizing.
I have an intimate and constant relationships with my phone that distracts me from the world around me.
I have activities that I like to do disconnected, Like exercising, talking face to face and group meetings.
I search for options that will helps me disconnect and thinking more freely and creatively. Some apps out there will limit or track my use of the smartphone.
My partnerships and life dynamics are disrupted because of my love/hate relationships with my phone, however I can still choose when and for what I use it.
I want to be disconnected when I work or when I need to focus.
My physical relationship with my partner has decreased my phone dependency however I can rely on technology for privacy and information.
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Listening to music on my phone is a necessary function. Other apps are entertaining like dating, health, or shopping apps.
I am concerned that technology is creating health issues and privacy problems for millennials.
I keep my phone close so I don't miss out on anything.
I have the ability to control and limit my use of technology.
Losing my phone would be a problem because my information is in it and new devices are expensive.
Real interaction cannot be substituted however, I enjoy entertaining myself with games or videos sometimes.
Smartphones as the dominant device in people’s life that people feel addicted to it now.
Turning music and videos has become a habit of helping people to relax.
I need technology as constant presence to not feel isolated or bored.
There are many functions to technology some are convenient to me while other entertain me; sometimes I use the internet just for work or I can use apps to help me focuse.
I use my phone to communicate with my family or to remind me of things, yet sometimes instant messaging can cause meaningless conversations.
I have a habit of checking my phone in the evening but I got distracted sometimes although when I’m sleepy.
I wish I can step back to technology a little for not using some functions too much like social media.
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I use my phone in the morning out of habit but its not always necessary.
Pinks Blues are also clustered and then summarized as a Pink, this process resembles a funnel in which large amounts of information are slowly channeled into clearer and more specific information.
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I like to keep my phone close to me so that I can check up on others, not miss out on anything and no get bored but i know its not necessary and make me waste time. I feel technology is useful and entertaining; it can help me to relax and focus, however it can also be time consuming to which I can disable it.
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We are concerned about technology usage due to the decrease in privacy control & autonomy.
I am aware of the dependency to technology so I make time for real interaction and healthy tech free activities even if tech is entertaining. My “relationship� with my phone and technology limits my interaction with people, the world around me and my body. However I can still choose when and for what I use it.
I like to disconnect for certain activities to think more creatively and freely; and to appreciate life. I can do it by choice or with the help of existing apps. I feel I have an overload of information by constant usage, sometimes all these bring me resentment towards others and causes me anxiety and depression.
Greens At this stage of the affinitization process insights are generated. The greens present an apparent direction to follow when designing a product or service.
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Internet and technology have increased productivity and multitasking. Overtime this data has become valuable because individuals behavior is changing the more they use them.
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Technology brings connection and saturation; so it causes both, positive and negative emotions and behaviors.
Since there’s an awareness of addiction, a decrease in time consuming by only keeping basic functions in technology is necessary, to get more real interactions.
My relationship with my phone has caused cognitive and physical behavioral changes. I have to disconnect in order to enhance my focus and appreciate everyday life.
Blue Sketches At the same time that we were developing the blue data points we also made them visual by with individual sketches. We clustered the sketches separately from the post-its to see if both the written information and the illustrations produced similar or different insights.
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Pink Sketches We clustered the blue sketches and created new illustrations using the same data collection process. These groups of drawings became our pink sketches. Affinitization helps condense information and solidify ideas.
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Green Sketches or Insights For each cluster of Pink Sketches a Green Sketch was made, this process was repeated many times to arrive to specific insights.
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Persona
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MOCK-UP EXPLORING SOLUTIONS
Concept Prototype 1
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Concept Prototype 2 We paper prototyped and tested different interfaces with our target audience do define which experience flow would be most likely accepted.
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Concept Prototype 3 Sketch
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Concept Prototype 3 Sketch
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Concept Prototype 3 Based on our insights, pulled from sketches and our green data points, we came up with several ideas for a service and a product that control the harmful usage of smart-phones.
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Concept for the Logo
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PROTOTYPES ANALOG CARE PACKAGE
Making of the Prototype: Smart Travel Pocket
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Making of the Prototype: Analog Box
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THE CARE PACKAGE We have ideated a care package that will help develop healthier habits related to smart-phone use on a period of a month. Included are:
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++
Informative Trifold
++
Habit Tracker
++
Smart Travel Pocket
++
Analog Box
++
App
Informative Trifold
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Habit Tracker
Creating good technological habits one day at a time. month
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Today I didn’t... Use social media Constantly check it ___ ___
Today I did... Hold a conversation 1h of no technology ___ ___ Notes: Analog
Creating good technological habits one day at a time. month
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Today I didn’t...
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Smart Travel Pocket A portable sleeve where you can insert your phone for an instant disconnection. The RFID Shielding Fabric used to line the inside of the sleeve has a special technology of Radio Frequency Identification that blocks signals of uncoming calls and notifications. Use our smart travel pocket to encourage disconnection. This smartphone case is not about protecting your phone, this case protects you. The RFID shielding fabric prevents wifi and signal from reaching your device. This will keep you active in your daily life longer.
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Analog Box We bring back what Apple customers love, the sleek well designed packaging that they cherish and feel obligated to keep. Our packaging not only looks good but is functional for the home. Use it as a clock, speaker, charger, and most importantly to disconnect from technology by placing your devices inside. The RIFD Shielding Fabric will prevent the signal from getting to your phone.
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Analog Box
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App Analog App is a system overdrive that takes over for a month, enough time for you to create a healthier habit. It will control the usage of harmful apps during the day.
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Business Model Canvas
Key Partners
Key Activities
- Tech companies such as Apple, Samsung, Google - Education institutes - Community centers - IT operators - Manufacturers - Package suppliers - PR companies
Customer Relationships - Post - experience review - Feedback for add on features / changes - Build relationships with brand for long term use and recommendations
Key Resources - Business know-how - Industrial design know-how - Design thinking and UX know-how - Access to workshops, libraries, data bases, work space - SCAD’s network
Cost Structure - IT personnel for SW development - Marketing communication - Physical part manufacturing (Materials, equipment, etcetera) - Program maintenance
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Value proposition
Channels - Web - Business partners - Alliances with stores such as CVS, Target, Walmart ďż˝
Revenue Streams - Fixed price for initial purchase - Possible subscription for additional features - Advertisements
Customer Segments Millennials
REFLECTIONS INDIVIDUAL COMMENTARY
"Through a 10 week quarter you get to learn many things that you may not notice
"Seeing the final product and service, then looking back to the User Centered
until the final days. New concepts, new learnings, new skills and new knowledge
Design Process that was used to ideate it from research, to analysis of the data
that came in the form of presentation, exercises, readings and even riddles. When
(affinitization, sketches, graphics and charts), and ideation is great. A clear box
you look back, you can see how a class helped you in ways to become better,
approach; knowing exactly where a design comes from is very rewarding."
smarter and more resourceful. This was the case for me in this class and through this sensemaking process. The importance of reframing and then, reframing
-MARIA ALEJANDRA ICAZA PAREDES
again, seemed strange in the beginning but towards the end it was impactful. From now on: a must."
"Creating a prototype should not be thought of as a singular step within a
-LORENZA RUIZ
larger process to create a solution. Prototyping, ideation, and sketching should be performed throughout the research process to enhance the creativity and maximize the potential for the final deliverable."
-HARPER ETHAN HUNT "It was very interesting working on a project where the research and the process led us to an offering where we could also be part of the users. Because we are
"I like the free atmosphere of the class, classmates and team members can
millennials we were challenged, motivated and surprised about how our work led
discuss issues related to projects and courses. It helps a lot to learn from each
to very innovative insights and a good solution. We all felt it is a great product
other. Here is another thing can be improved, that we Should have more exercise
that could actually be profitable in the real world. There’s nothing better than
in the course. By this way, we can consolidate the knowledge you teach in the
being the user of your own product. It really helped us to reconnect with the
class or from the extra material. Maybe more instructive guidance is better useful
people around us."
for us to complete the program."
-YUNYUN ZHOU 76
-TONGWEI MA
Analog Team
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SOURCES
Sources Source: Creative Studio at Deloitte. “State of the Smart.” London, 2017.
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actually_us_5783f21ee4b0f06648f592c1
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in blistering attack’ Business Insider. January. At: http://www.businessinsider.com/george-soros-callsfacebook-google-menace-society-obstacles-innovation-2018-1