Zoobrary ProcessBook

ZOOBRARY Jessica, Maria, Prachi, Shao & Yang

720 Design Innovation Development and Marketing Strategies | Bruce Claxton | Fall 2016

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TABLE OF CONTENTS

3

Class

11

Secondary Research

24

Primary Research

53

Zoobrary

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Prototype

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OUR CLASS Introduction Our Team Preliminary Research Gantt Chart Topic Selection Why Readers?

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OUR CLASS Design Innovation Development and Marketing Strategies (DMGT 720), presented the principles of project planning and implementation critical to forming a profitable and successful new business entity. Business plan development, technology transfer, and offshore sourcing were integrated into the course. After much research, an original social network design concept was developed and prototyped.

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Our Team The team consisted of 5 graduate students, all of whom brought a creative perspective and skill set to the project.

JESSICA WILSON

MARIA THERON

PRACHI VYAS

South Carolina, United States BFA in Interior Design.

MA in Design Management

Caracas, Venezuela BFA in Graphic Design MFA in Design Management

Maharashtra, India BFA in Interior Design MA in Design Management

SHAOYUAN XU

YANG YU

Nanjing, China BFA in Industrial Design MFA in Industrial Design

Shenyang, China BFA in Industrial Design MA in Industrial Design and Design Management

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OUR TEAM 720 Design Innovation Development and Marketing Strategies | Bruce Claxton | Fall 2016

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Preliminary Research Initially, the team selected six topics: moms, fitness, weddings, readers, trending topics and events. Through a Popular Media Scan, a method of secondary research, the topics were further explored and each topic’s SWOT analysis and target audience was identified. The competitors were analyzed for each topic and placed on a 2x2 matrix, a very useful tool to find empty space. A wide spectrum of topics was considered to find opportunities for creating a social network.

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Gantt Chart 1

2

3

4

WEEKS 5 6

7

8

9

10

Research Readings Presentations Team organization and roles Topic Discussion Define User Group & Topic Personas and Empathy Map Network Analysis / Project Plan Network Design Concepts Defining Network users Documenting Users Business Model Generation Competitor Research & Analysis Prototyping & Brand Development Network Sales Pitch Process Book Field trip

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Topic Selection The original six topics were explored and analyzed using various research techniques.

Based on the results, they were narrowed to the top three topics: weddings, fitness and readers. SWOT analysis and 2x2 matrix comparisons were conducted on the competitors in each of the topics to investigate competition. After brainstorming and conducting thorough research, the team chose to move forward with the topic of reading.

TRENDY

INDIRECT

Where we want to be

students

publishing companies

DIRECT

bookstores

DIFFICULT

amazon

USER FRIENDLY

CORE

book lovers

illustrators

book bloggers book rental services teachers

writers

AMATEUR

TRENDY

INDIRECT

Where we want to be

florists

DIRECT

car services

DIFFICULT

USER FRIENDLY

venues

hairstylists

friends family

makeup artists

CORE

hotels

brides/ grooms

gown shops

tuxedo shops wedding planners

photographers

videographers

DJ’s

caters

AMATEUR

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WHY READERS? Young readers were selected as the user group because research showed that the current social network platforms for children, which pertained to reading, were simply ebook categorizing systems and did not offer interactive functions. The team realized that there was a real need for a social network that would encourage reading by engaging children while emphasizing social capabilities.

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“ The more that you read, the more things you’ll know.

The more you learn, the more places you’ll go.”

DR. SEUSS

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SECONDARY RESEARCH Competitor Analysis 2x2 Matrix SWOT Blue Ocean Strategy Business Model Canvas Target Audience

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Competitors Analysis Upon selecting young readers as the user group, research was conducted on all the prominent players in this field. A competitors analysis was conducted using 2x2 comparison matrices, SWOT and Blue Ocean strategy. Once the key competitors were narrowed down to Club Penguin and Epic!, business model canvases were created for each.

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2x2 Matrix

EDUCATIONAL Where we want to be

2X2 matrices were used to help build a conversation about insights and findings.

The matrices were helpful during synthesis because the discussion of determining where to place each of the competitors often lead to new insights and clarity. 2x2 matrix were also great to visually communicate a relationship.

NON INTERACTIVE

INTERACTIVE

NON EDUCATIONAL

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SWOT SWOT analysis was one of the methods that was used to evaluate strengths (S), weakness (W), opportunities (O) and threats (T) involved in innovative ideas and strategies. Those four factors evaluated both internal and external factors related to readers social network project.

The team formed the strategy based on the interpretation of the SWOT model as follows: Strength-Opportunity (S-O) – strategies target the opportunities that fit well with the innovative service strength.

Weakness-Opportunities (W-O) – strategies targeted to overcoming the

weakness to build opportunities for the new service.

Strength-Threats (S-T) – strategies aimed to identify the methods to use the service’s strengths to reduce the threats and market risk.

Weakness-Threads (W-T) – strategies which helped build a plan that prevented the service’s weakness from being influenced by external threats.

The SWOT analysis helped the team identify successful innovation opportunities and turn ideas into a successful social network.

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STRENGTHS

WEAKNESS

STRENGTHS

WEAKNESS

Digital place for kids to play Millions of members Regular events hosted by the website “The Club Penguin Times� newspaper for kids Available in five languages

Only games offered Addiction to digital media Bad influence of competition Predators on site

Attractive user interface iOS and Android app Offerings as per different age groups Read-to-me feature

Limited access Paid membership Bilingual

OPPORTUNITIES

THREATS

OPPORTUNITIES

THREATS

Security measures Enforcing parental control Competitors offerings Entry fee/ Registration fee Children related topics

Limited revenue (no advertisements) Loss of interest More interactive platform Few offerings

Global market Varied offerings Incentives

Game sites Kids outgrow it

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STRENGTHS

WEAKNESS

STRENGTHS

WEAKNESS

Focus on safety Interactive aspects Text capabilities Collaboration is pushed Photo share capability Voice chat 1,500 games

Use of loops Small communities Only existed for 3 years

Parents stay Sharable Global users Security setting Identity authentication by parents Parent control Material selection Kids friendly

Only for age more than 8 Limited by parents control User limit Internet problem Paid--- 90 days trial and $3.95 per month/ $39.95 per year

OPPORTUNITIES

THREATS

OPPORTUNITIES

THREATS

Increase interactive capabilities Broaden community interaction Increase age range

Facebook Networks with money Loss of interest Only a 5 year age range

For professional education Material upload Parents chat group Offline activities

Other social network for kids Schools Day-care/teachers

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STRENGTHS

WEAKNESS

STRENGTHS

WEAKNESS

Focus on safety Much communication between users No bad information Games included Club/group function Free Teacher/parents engaged

Bad user interface Bad promotion

Focus on safety Parent account required Lots of activities Movie night Homework help Age appropriate content Free subscription

Parent verification through Facebook required Marketing materials Too focused on education Too many offerings

OPPORTUNITIES

THREATS

OPPORTUNITIES

THREATS

Increase age range

Social giants Lack of content

Streamline the site Improve activities (coloring pages, games and selling toys) Offer interactive games

More well known competitors Game consoles Loss of interest Parent and Educator’s aren’t excited

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STRENGTHS

WEAKNESS

STRENGTHS

WEAKNESS

Children’s online privacy protection act Free Interaction design Social community Parent supervision Connectivity No advertisements

Age limit Mess of information Kids influence Ignore focus

Communication for children with their friends Hundreds of free games Prizes for every winner Exclusive for kids Parental control enabled to avoid cyberbullying Available application for iOS and Android

Multiple sign up options Disclosing important personal details online Registration process confusing Kids can’t play until mom/ dad sign up The interface is not user friendly

OPPORTUNITIES

THREATS

OPPORTUNITIES

THREATS

Connect with Disney world with specific channel Side-line range of products New culture for children’s parents Education environment Establish new business

School education channel Computer games Books Online sources Educational materials Kids friends

Social engagement Interaction between children Educational features can be added Meaningful data and conquests Engaging experience

Limited age group members People refuse to pay membership Loss of interest Unable to provide new content constantly

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Blue Ocean Strategy Blue Ocean Strategy, developed

by W. Chan Kim and RenĂŠe Mauborgne, is a research method used to show blue oceans of untapped new market spaces ripe for growth. Blue Ocean Strategy challenged everything the team thought they knew about strategic success and provided a systematic approach to making the competition irrelevant. The competitors considered for the Blue Ocean Strategy had different offerings like reading, education and games. The attributes considered were interaction, offerings, price, user-friendly, accessibility, content filter, education, incentives, connectivity, aesthetics. After completing the analysis, the team found uncontested market space for creating a social network for kids around reading. It helped the team identify the key attributes they wanted to address.

Goodreads

Long term goal

Reading Rainbow MeeGenius iStorybooks Epic!

Short term goal

Read Me Stories Riffle Kindle Kidz World Club Penguin INTERACTIVE

AESTHETICS

ACCESSIBILITY

PRICE OFFERINGS

EDUCATIONAL

USER FRIENDLY

720 Design Innovation Development and Marketing Strategies | Bruce Claxton | Fall 2016

CONTENT FILTER

CONNECTIVITY

INCENTIVES

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Business Model Canvas In Alexander Osterwalder’s book ‘Business Model Generation’ he describes a business model as a rationale of how an organization was created to deliver and capture value. The canvas had nine building blocks that were key. They were as follows: Customer segments: consider the customer/s served by the created service.

Value Propositions: seek to solve customer problems and satisfy customer needs with value propositions.

Channels: value propositions are delivered to customers through communication, distribution and sales channels.

Customer relationships: these are established and maintained with each customer segment.

Key Resources: they are the assets required to offer and deliver the previously described elements.

Key Activities: by performing a number key activities.

Key Partnerships: some activities are outsourced and some resources are acquired outside the enterprise.

Cost Structure: the business model elements result in the cost structure.

All the sections were considered and business canvases were created for the two prominent competitors Club Penguin and Epic! This was done to identify the factors that were contributing to the success of the enterprise and also to identify the resources required.

Revenue Streams: revenue streams result from value propositions successfully offered to customers.

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EPIC! KEY PARTNERSHIPS

KEY ACTIVITIES

Schools

Audio

Libraries IBPA Education CBC Audio publishers association Book and media association

VALUE PROPOSITION

Booksharing Epic! was started in January 2013 when we Classroom Track realized that our kids tips progress love their tablets but spend most of their Books time playing games and watching videos on them rather than reading.

It didn’t make sense to us that games and KEY videos were so easily RESOURCES accessible, while books required a parent to Four keys make a purchase every time a child wanted to Advisory board read a new one. So we rounded up some friends and got to work building the first “epic” reading experience designed for kids.

COST STRUCTURE

UX/Website developer Content developer

CUSTOMER RELATIONSHIP

CUSTOMER SEGMENTS

Students

Kids 5 and under

Families

Kids 6-8

Educators

Kids 9-12

Librarians

Spanish language Librarians Parents

CHANNELS

Educators

Workshops Campus ready IOS/Google/Kindle Conference

REVENUE STREAMS

Illustrator

Marketing

Membership fee

Workforce

Designers

In-App purchases

Publishers

Merchandise

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CLUB PENGUIN KEY PARTNERSHIPS

KEY ACTIVITIES

NetSmartz

Games

Recipes

Minecraft

Events

Comics

Free the children

Newspaper

Draft

Schools

Merchandise Videos

Libraries

Coloring

Chats

Disney interactive Facebook

KEY RESOURCES

NetSmartz Disney

VALUE PROPOSITION

CUSTOMER RELATIONSHIP

CUSTOMER SEGMENTS

At Club Penguin we believe everyone deserves a place to live, good health, an education and hope for a bright future.

We’re passionate about community engagement and we work hard to foster a culture of giving, both in the virtual world of Club Penguin and within our company.

Children

Children

Parents

Parents Pets

CHANNELS

Adobe Flash Internet

New horizon interactive

Word of mouth

Rocket small games

Social media

COST STRUCTURE

REVENUE STREAMS

UX/Website developer

Illustrator

Memberships

Designers

Workforce

In-App purchases

Content developer

Merchansdise

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Target Audience Children ages 5-12 were considered the core target audience for this project. Parents were the direct target group as they were providing and controlling the social network to their children.

Teachers were considered the indirect audience as they were associated with the child’s life and atmosphere. As most of the reading took place for schooling purposes, it was necessary to find out about the school activities and requirements around reading. The other audiences included interface developers, authors, librarians, interactive developers, etc.

CHILDREN

TEACHERS

PARENTS

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“ You can find magic wherever you look.

Sit back and relax, all you need is a book.�

DR. SEUSS

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PRIMARY RESEARCH Personas Empathy Maps Survey Interviews Kids Cafe Cultural Probe

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Personas In order to create reliable and realistic representations of the key user group, personas were developed. The personas were strategically based on teachers, parents and children because they were the core and direct user groups. These personas described a “day in the life” to offer a depiction of user’s reality, needs and wants, were created for the two prominent competitors Club Penguin and Epic! This was done to identify the factors that were contributing to the success of the enterprise and also to identify the resources required.

TEACHERS

PARENTS

720 Design Innovation Development and Marketing Strategies | Bruce Claxton | Fall 2016

CHILDREN

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Empathy Maps An empathy map is a collaborative tool the team used to gain a deeper insight into their users. Much like a user persona, an empathy map represented children (5-12), parents and teachers. The empathy map was very helpful in pointing out the hidden needs of the target user groups. Each empathy map had sections showing what the user thinks and feels, hears, sees, says and does. It also stated the pains and gains of that person providing the team with insights.

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KATE HOUSTON Age: 27 Occupation: 5th Grade Science Education: Masters Degree Location: Charleston, SC with 2 roommates in a condo Relationships: 1 brother, parents live in WI Day in the life: Ms. Houston wakes up at 5:30AM and enjoys a large cup of coffee before a quick shower. She typically rushes to get ready and out the door by 6:15AM. She arrives at the school by 6:45AM where she helps to usher the kids in. At 7:30AM homeroom begins and Ms. Houston serves breakfast to the students. The school day is long and filled with screaming 5th graders and the occasional upset parents. Since becoming a teacher she’s decided that she doesn’t want to have children of her own. Most days Ms. Houston leaves school around 3:30PM with a headache. Upon getting home from work, Ms. Houston starts grading papers until about 6:00PM when she prepares dinner and enjoys a glass of wine on the back porch.

By 10:00PM Ms. Houston is in bed reading a good book.

Weekend/free time activities: On the weekends she catches up on household chores and meets friends for dinner and drinks. She also enjoys going to the beach with a quick-read novel or relaxing by the pool at her condominium.

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Kate would like to get married but she worries that Charleston is not where she wants to settle down. She is considering moving back to the mid west.

Kate hears constant ridicule from students and parents but she’s encouraged by colleagues to push forward in her career.

Kate sees a bright future in the Midwest because the South Carolina school system is chaotic.

Kate dresses conservatively as to not offend parents or colleagues and she’s always kind and welcoming.

Kate fears that her parents won’t accept that she never wants to have children.

Kate wants to make a difference in the community.

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TOM KEEN Age: 34 Occupation: Teacher 3th Math Education: Bachelors Degree Location: New York, NY, Manhattan with 2 roommates Relationships: long term relationship, has one brother and one sister.

Originally from California.

Day in the life: Tom wakes up around 5am, has a quick shower and gets dressed. Prepares his breakfast, gets his lunch-box ready and heads out the door. Arrives at school by 630am and gets everything ready for classes. Spends the day teaching his students and helping around the school. He loves spending time with the kids and trying to make an impact in their lives. When school is over he runs errands if needed or goes for a run. When he gets home he showers and grades paper or homeworks and schedules the next class day. He has a beer or two while watching tv with his roommates and goes to bed.

Weekend/free time activities: On the weekend Tom enjoys hanging out with friends and spending time outdoors. On Friday he has date night with his girlfriend and on Saturday he sleeps in and goes for lunch with friends. Usually he goes out that and Sundays go to brunch and prepares for the week.

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Tom loves living in NYC but misses the West Coast lifestyle.

He feels his life would be completely different on the other side.

Tom hears a lot of noise. At work with his students and at home with his roommates and girlfriend. He longs for quiet time.

Tom sees the beautiful city everyday during his run. He constantly changes his route to meet new places and discover the city.

Tom helps around the school with extracurricular activities and also loves doing charity work. He is a constant help for the ASPCA and the NYC Hospital.

Tom fears he won’t ever be ready to get married.

Tom wants to make a difference and make an impact on his students.

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ANNE CLARKE Age: 30 Occupation: housewife Education: MBA Location: Atlanta, GA with husband and a daughter Relationships: Married rest of the family lives in California Day in the life: Anne wakes up at 6.30 in the morning and enjoys her cup of tea. She then moves on to making breakfast for everyone. At 8 she goes to wake her daughter, who is 2 ½ years old for her kindergarten. She gets her daughter ready for daycare and packs her snacks. Her husband drives her daughter to kindergarten. After her daughter leaves, Anne enjoys her me time and attends her yoga class. She then pics her daughter from kindergarten and they have lunch together. She puts her daughter to bed and prepares dinner by 6.30. She recites rhymes and stories for her daughter. At 7 they have dinner together and she puts her daughter to bed at 8.30. She and her husband then enjoy a drink and watch TV. She goes to bed by 10pm and relaxes while reading fiction book.

Weekend/free time activities: On the weekends they both take their daughter for play groups to the park. They socialize with other parents and children. They meet with their friends for dinner and drinks sometimes while their daughter is at a babysitter.

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Anne thinks that having her daughter was a blessing but feels that her career has taken a backseat because of her motherhood. She feels overwhelmed with the responsibilities of being a mother.

Anne sees herself as a manager holding an important position in a financial organization.

She also sees her daughter grown up to be a well informed and responsible person.

Anne hears her daughter’s half made words and rhymes playing for her all the time. She has outgrown it.

Anne tries to use the right words and is very protective of her daughter. She does take very good care of her daughter and husband and is very well organized.

Anne fears of losing touch with the industry and becoming irrelevant because she took a break after having theDesign baby.

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Anne wishes to be able to balance her work and personal life once resumes work. She wants to find a good daycare Bruce Claxton | Fall 2016for her daughter.

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YING NATSIS Age: 36 Occupation: Home Builder Manager, Realtor Education: Bachelor Degree Location: Monmouth County, NJ with husband Relationships: Mother (divorced and remarried), son lives in China Day in the life: Ying works 6 days a week, sometimes 7 days. But I do not need commute. Construction locations and my Realtor office are all around me. I don’t need getting up early if I didn’t schedule an appointment or something else very early in the morning. My home is also my office too.

Usually I do some record and bills work, mail some letters for HB business and make some phone calls for my Realtor business, do some searching for my clients Online. After that, sometimes I will call my family in China and talk to my son. Then I will drive to every construction location to check how it’s everything and meet subcontractors. After dinner, I will watch a little bit TV or video about history on Youtube. During summer and winter break, my son will come to visit me every year for 1or 2 month.

Weekend/free time activities: Weekend/free time activities: I usually get up late on Sunday mornings. After Making coffee and enjoy brunch, I will do some laundry and help my husband clean back yard, then go to Costco doing food shopping, buy wines from Wegmans. If I don’t schedule Open House from 1 to 4, we can watch movie or practice golf.

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She likes her new life a lot. She thought the life in USA gives her more passion than before in China with her ex-husband. Sometimes she feels lonely, because she miss her family and miss her son a lot. But she still glad to learn new things in America and make her life more worthy.

She hears people around her talk about her new husband.

They said he is a good man. Her husband told her that he wants to bring her son come to the United State live with them.

She sees a better life and bright future in the United States.

Both her new job and her husband give her hope for everything.

She invited her son and her mom to visit USA every year and try to make her son likes America and can live with her later. She said a kid needs mom always.

She is worried about her son might She works with her husband for their new not like America and can not learn life. And she met lots of new friends and new English well, even life with a foreign family. She wants to bring her son to America stepfather. and gives him a 2016 new educational environment.

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YUXUAN YANG Age: 12 Occupation: student Education: 8th grade Location: lives with parents in Nanking, China in a 3 bedroom apartment Relationships: single, parents together Day in the life: Yang wakes up at 630am and eats breakfast prepared by his parents. Rides a bike to school and reaches the by 730am. He has 3 classes in the morning, from 8 am to 11am and lunch between 11am and 12am. After lunch, he usually take a 1 hr nap to recharge himself. The afternoon class is from 1 pm to 4 pm. He then plays with his friends for about an hour and gets home by 6. When he gets home he watches TV and has dinner. After dinner he finishes his homework and sleeps at 11pm.

Weekend/free time activities: Do sports, play video games. Go out with his parents, hangout with friends.

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He doesn’t want to go to school, he thinks at this age he should spend more time on hobbies and interests, expand the imagination.

He always hears teachers and parents judging his school work, but he doesn’t care.

He just wants to finish middle school quickly and maybe there will be less homework in high school.

He is naughty and never focus on school, he is always daydreaming in the class.

He tries to finish his homework as quick as he can but still doesn’t have enough time to play.

He really wants to play music, but his parents think music can’t help the school work.

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ANDREA FRIAS Age: 8 Occupation: student Education: 3th grade Location: Miami, FL with her mom, sister and dog Relationships: single, dad and mom divorced, has a brother and sister Day in the life: Wakes at 6am tired and gets ready. Has breakfast and leaves for school with her cousin and another friend that leave right around the area. She has classes all day up until 230pm.Then she eats her lunch she brought from home. At 330pm gymnastic practice begins and ends up by 5pm. She gets home and gets a shower and does her homework.

Around 8 they sit down for dinner as a family after it they watch tv for a little bit and Andrea heads up to brush her teeth and go to sleep.

Weekend/free time activities: After Friday classes are over Andrea usually goes to a friends house or has someone over, most weekend she sleepovers and/or birthday parties. On Sundays she goes out to lunch with her family and grandparents or they have barbecue at their place.

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Andrea thinks her parents should get back together but feels that will never happen.

Andrea hears her parents arguing most of the time. She gets sad every time.

Andrea sees herself as a princess, loves dressing up, dancing and singing.

Andrea is always surrounded with friends and has many sleepovers. She loves being the center of attention.

Andrea is stubborn and always wants to get her way.

Andrea loves practicing gymnastics and winning in the school competitions.

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Survey

Interviews

Using surveymonkey.com, an 8 question survey was created. After the survey was shared on Facebook, 53 responses were recorded and analyzed in order to receive quantitative data. The data shed light on the type and amount of reading that children are partaking in. It also illuminated the fact that many children, ages 5-9, are not currently using a social network.

After the survey the team was able to interview 22 people, out of which 3 were teachers, 9 were children and 10 were parents. It was found that most of the children read for school but not for hobby. As the grades increased the interest and time of reading reduced.

The younger children liked to read storybooks and connected with the characters and images.

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How often do they read for school?

9%

20%

WEEKLY

NEVER

33%

45% DAILY

WEEKLY

27%

MONTHLY

80%

18%

67%

DAILY

WEEKLY

DAILY

AGES 5-9

AGES 10-12

AGES 13-UP

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How often do they read for fun?

17%

20%

NEVER

DAILY

17%

29%

20%

MONTHLY

WEEKLY

NEVER

50%

WEEKLY

17%

DAILY

40%

WEEKLY

10%

RARELY

71%

10%

DAILY

MONTHLY

AGES 5-9

AGES 10-12

AGES 13-UP

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What type of school do they go to?

7%

PRIVATE

10%

20%

HOMESCHOOL GRADUATED

13%

HOMESCHOOL

10%

PRIVATE

80%

100%

PUBLIC

60%

PUBLIC

AGES 5-9

AGES 10-12

PUBLIC

AGES 13-UP

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“I like read fantasy books, they are so imaginative, and their world is better than real world” - Wang, 14 years old

“I like to read books with drawings and pretty cartoon characters and unicorns.”

- Vernika, 5 years old

“I read books for school, I also like animals a lot and want to know more about them.”

Children

- Anvay, 10 years old

“I like to read mysteries, guess the plot and observe the evolution of stories and the character portraits in the books. I prefer paperback books.”

“I discuss the books we read with my classmates sometimes and answer the questions asked by the teacher.

I use ipad for games.”

- Parth, 9 years old

- Rahul, 13 years old

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“My son is a voracious reader, he can read 300-400 pages in a matter of two hours.”

- Sandhya

“I have not registered my son on any social media, except the school network.”

- Deepali

“ Whatever my son reads, he does it for school. I have to push him to read further.”

Parents

- Sonali

“I think there is adult information and images, that might have a bad impact on my kid. For my son, if he is coming to U.S., I am worried about him being exposed to adult content, that won’t be the case in China.”

“We bought a kindle for our daughter on her birthday, it is a good experience since the content is restricted and you can add a time cap for use of device.”

- Jaee

- Ying

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“We use printed books, they haven’t given us the online pass codes yet. Once we have those we will have printed books and online materials.”

Teachers

- Katheen Kerber

“We do not give out assignments.

Only exercises in class. The class is 35 minutes, and 10 minutes of exercise.”

“Each teacher has a case of 25 Chromebook laptops. The students use those. Then we have a smart board in every classroom and that is like an interactive whiteboard.”

- Katheen Kerber

- Ying Natsis

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Kids Cafe In order to conduct generative research, the team volunteered with Kids Cafe, a program designed to engage children in a positive way through arts and crafts.

The children, grades K5 to 6th grade, expressed their delight as well as their challenges with reading. The information aided in the development of the network’s functionality.

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Cultural Probe The team conducted a cultural probe on a busy weekend at a popular park in Savannah, GA. The purpose of the probe was to better understand what children ages 5-12 currently understand about holograms and augmented reality and to see the relevance of interactive functionalities. As to not direct the children in anyway, cards with images on one side and open-ended questions on the back were provided to the children. They were then asked to answer the questions.

The data proved the importance of interactive capabilities when dealing with children.

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WHAT ARE THESE?

HOW WOULD YOU PLAY WITH IT? 35%

24%

32%

VISUAL INTERACTION

OTHER

PHYSICAL INTERACTION

WHERE WOULD YOU WANT TO SEE THIS? 68% OTHER

HOW DOES IT MAKE YOU FEEL?

20% HOME

3%

BORED

12%

41%

EVERYWHERE

HOLOGRAM

35%

CRYSTAL/DINO

33% OTHER

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97%

HAPPY OR EXCITED

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HAVE YOU PLAYED POKEMON GO?

DO YOU LIKE PLAYING IT?

37%

25%

WHY DO YOU LIKE PLAYING IT? 39%

NO

NO

63%

OTHER

61%

75%

YES

IT’S FUN

YES

WHO DO YOU PLAY IT WITH? 29% OTHER

43%

THEMSELVES

HOW DOES IT MAKE YOU FEEL? 30% OTHER

70%

11%

FRIENDS

17%

HAPPY OR EXCITED

FAMILY

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THERE IS NO SOCIAL NETWORK FOR CHILDREN THAT IS PRIMARILY ABOUT READING

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“ All I have learned, I learnt from books.”

ABRAHAM LINCOLN

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ZOOBRARY Introduction Creative Brief Value Proposition Business Model Canvas SWOT Brand Guidelines Zag Sales Pitch 720 Design Innovation Development and Marketing Strategies | Bruce Claxton | Fall 2016

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ZOOBRARY Through research, ideation and collaboration, Zoobrary was born.

Zoobrary provides children an interactive reading experience and provides social engagement through a creative platform.

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CREATIVE

BRIEF

Readers and book enthusiasts, ages 5 to 12 years old, are brought together for a book experience via an interactive social network platform. Through the flexible, digital world children are encouraged to create, discuss and socialize with like minded readers. By revamping existing technology and designing a kid friendly user-face, the culture of books is reborn online.

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Value Proposition The Value Proposition, a marketing strategy, addresses the target audience. It was composed to communicate the value of the brand to the target users and it explains why Zoobrary exists, why users should choose Zoobrary and its unique offerings.

FOR children WHO enjoy reading OUR interactive social network IS an effort to get kids excited about reading with friends BY providing an interactive platform UNLIKE anything else on the market OUR network enhances the joy of reading while connecting like-minded children in a creative culture.

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Business Model Canvas The Business Model Canvas, a strategic management and startup template, was used to develope Zoobrary’s business model. It visualized elements describing Zoobrary’s value proposition, infrastructure, customers and finances.

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KEY PARTNERSHIPS

KEY ACTIVITIES

VALUE PROPOSITION

CUSTOMER RELATIONSHIP

CUSTOMER SEGMENTS

Schools

Clubs

Discussing

FOR children

Day care

Kids 5-12

Children 5-12

Teachers

Chats

Drawing

WHO enjoy reading

Teachers

Schools

Parents

Publishers

Readings

Quizzes

Parents

Teachers

Administrators

Games

E-learning

OUR interactive social network

Libraries

Authors

Libraries

Browsing

Software developer KEY RESOURCES

Libraries

Bookstores

Internet

Illustrators

Authors

Animators

Schools

COST STRUCTURE

IS an effort to get kids excited about reading with friends

BY PROVIDING an interactive platform

CHANNELS

UNLIKE anything else on the market

Internet

OUR NETWORK enhances the joy of reading while connecting like-minded children in a creative culture

Clubs Forums Events

REVENUE STREAMS

Interface design

Servers (equipment)

App stores

Membership fees

Overhead

Domain

Subscriptions

Publishers (licenses)

Software development

Workforce

Merchandise

Advertisements

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SWOT While developing Zoobrary, a SWOT Analysis was conducted to better understand the strengths, weaknesses, threats and opportunities surrounding the concept.

STRENGTHS

WEAKNESS

interactive futuristic focus on experience highly collaborative meaningful endorsed by parents and educators entertaining engaging

required lots of resources constant innovation expensive

OPPORTUNITIES

THREATS

leaders in the area bringing children from different cultures together

game platforms lack of book interest aging out

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Brand Guidelines Zoobrary’s bright, animal themed branding was carefully selected to appeal to children. Bold, simplicate fonts were chosen to offset the dramatic color scheme. The tagline, “where even animals can read” drives home the fun identity that is Zoobrary.

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Color logo

Branding font Bauhaus STD Medium A BCDE FGH IJ KL M N O P Q RSTU V WXWZ a bcd efg hijk lm n o p q r stu v w xyz

Coporate font Gotham Family ABCDE FGHIJKLMNOPQRSTUV W XWZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUV WXWZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUV WXWZ abcdefghijklmnopqrstuvwxyz

ZOOBRARY

BW logo

Icon logo

ZOOBRARY

Z

App logo

Our animals

Z

Color Palette Tagline

Zoobrary where even animals can read.

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Zag 1

What do you do?

2

Who are you?

3

What’s your vision?

4

What wave are you riding?

5

Who shares the brandscape?

Zoobrary is an interactive social-network platform geared towards reading for children.

Zoobrary offers children ebooks, games and interaction with their peers.

Zoobrary’s vision is to bring children together in a constructive and educational way that’s family friendly and fun.

Zoobrary is catering to children who are growing up in a millennial’s world by offering a diversified, bold platform.

Club Penguin (Disney) & Epic!

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Zag 6

What makes you the “only”?

7

What should you add or subtract?

8

Who loves you?

9

Who’s the enemy?

10

What do they call you?

Zoobrary is the only interactive reading social network for kids.

Part of Zoobrary’s long-term plan is to add a different aesthetic for older members and look into augmented reality and multicultural aspects.

Zoobrary is love by children age 5-12, parents and teachers.

Zoobrary is not like Kids World or Read Me Stories.

They call us Zoobrary, it’s original and catchy.

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Zag 11

How do you explain yourself?

12

How do you spread the word?

13

How do people engage with you?

14

What do they experience?

Readers and book enthusiasts, ages 5 to 12 years old, are brought together for a book club experience via an interactive social network platform.

Through the flexible, digital world children are encouraged to create, discuss and socialize with like minded readers.

By revamping existing technology and designing a kid friendly user-face, the culture of book clubs is reborn online.

Users experience an exciting, playful take on reading by interacting with other readers and with characters.

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Zag 15

How do they earn their loyalty?

16

How do you extend your success?

17

How do you protect your portfolio?

Zoobrary earns customer loyalty by offering incentives and a wide range of popular ebooks and audio books. Zoobrary does not have distracting pop-ups or ads.

Zoobrary will extend their success by approaching libraries and schools for partnerships and by extending offerings to older readers.

Zoobrary will protect its portfolio by staying up-to-date on children’s trends and technologies and by maintaining creative relationships in the industry.

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Sales Pitch The sales was created using Stop Motion technology.

The fun, high-spirited video beautifully captured the youthful essence of the concept. The storyline showed how Zoobrary is able to connect children by providing an interactive social platform. A working prototype was included to demonstrate the network’s highly user-friendly nature.

Like the branding, the Sales Pitch was geared towards engaging children.

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“ You’re never too old, never too wacky, too wild to pick up a book and read to a child.”

DR. SEUSS

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PROTOTYPE Application Prototype

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Application The prototype was created to function universally on smart-phones, tablets and computers. The Zoobrary platform is interactive and includes futuristic technologies.

The user experience journey was successfully demonstrated using wire frames.

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THANK YOU! Jessica, Maria, Prachi, Shao & Yang

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