The Journey Towards Greater Fulfillment: Life Passport Brooke Rothman
© 2020, Brooke Rothman
Who Am I? ● Brand & Design Strategist and Researcher/ Workshop Facilitator/Coach ● Passionate about what drives people's perceptions, emotions, behavior and decisions ● I aim to help people better understand themselves and others in order to forge new paths and possibilities ● Graduate, MS SDM from Parsons ● Currently working in Design Strategy and Innovation at Johnson & Johnson Design
Today, we are feeling lost, confused and distracted in our search for meaning and purpose.
We are cutting ourselves off from each other as we struggle to reach our potential alone.
“There is a weird barrier of entry to talk to people. I don’t want to be seen as annoying or the person who has no friends just because you want friends, so I end up stopping myself from making the first move.” -Allison
“Getting people to open up could dramatically affect the way people relate to each other. If you can understand why someone is sending a passive aggressive email or having a shit day, it would allow you to lead with more empathy versus reaction. It could have massive benefits.” -Claire
“It’s powerful to hear someone share something you also believe or have experienced.
Hearing someone else say something that resonates or feels familiar validates you. It makes you feel less alone and disconnected.” -Yuliya
“I want to know myself more and make the most of life.
I want to understand people and learn how I can be better and do better .... and pursue moments where I can drop my guard because that’s when real joy drops in.” -Jen
Experience Blueprint
Vision
Help People Form Deeper Relationships In Order To Move Their Lives Forward
Journey COMUNICATION Share stories, points of view, dreams, goals and other more private contributions with others
RECIPROCITY Hear about other people, observe the similarities and differences, ask questions, and add to the exchange
GROWTH Find inspiration, meaning and confidence through increased social intimacy / actualize individual & group potential
COURAGEOUS SHARING Vulnerable sharing beyond comfort and certainty
UNDERSTANDING Learn from other’s stories, accept support & take action
TRANSFORMATIVE BONDS Make deep friendships that propel human potential
ACT AS SOCIAL CATALYST Help break the ice and prompt exploration
ENSURE CONSISTANT MOMENTUM Set conditions for frequent sharing & developing trust
HIGHLIGHT BONDS FORMED & DEVELOPED Show both self discovery & relationships progress
INTROSPECTION Reflect honestly on the past and uncover a desired future by examining individual beliefs, values & internal motivations
User Benefits SELF-AUTHORIZATION Deepened Knowledge of Core Self and Points of View
Experience Requirements FEEL SAFE & WELCOMING Allow people to drop guards, feel calm and be open
LIFE PASSPORT
The Concept The passport helps people examine and contextualize their life experiences, beliefs, personality, interests and goals and share them with others in a more authentic, holistic way. The tool can help begin initial connections with strangers or deepen bonds in existing groups.
Crafting The Story Help users populate & personalize their passport with designs that fit their preferences & personality ● Offer self-reflective prompts to entice users to dig deeper ● Allow users to designate which pages are for private use versus open for others to view ● Plan for refinement and change as the user deepens their connection to themselves and others
Introspection
“I would definitely want the design of the book to be a reflection of me. I’d also need someone or something to coach me to open up a bit more than usual.”
CONSIDER: -Snapshots and/or timelines -Search bar/drag and drop for stamps -Aggregating from existing profiles
Facilitating The Connection Help users find other people who are like-minded ● Prompt them to share aspects of their passports and current thoughts and feelings at appropriate intervals ● Offer conversation and shared experiences during which bonds may deepen
Communication
Reciprocity
“I’m Interested in people who have a past, are well-rounded and have lots of interesting experiences to share. I have to be able to relate to them but if I’m being honest, I also want to learn something from them.”
CONSIDER: -An algorithm to match people based individual criteria and psychology -Location and digital opportunities and constraints
Solidifying The Bond Help users continually deepen their understanding of themselves and their connections ● Nudge users to remain engaged and committed to the discovery and connection progress ● Springboard them towards their goals through collective, purposeful action
Growth
“It would be an investment, but good experiences are more fun when you share them with someone else … tough times are less scary when you trust someone enough to help you get through them.”
CONSIDER: -Rewards for frequent usage -Feedback and positive reinforcement mechanisms (e.g. progress trackers) -Co-creation of passport pages/ collective journal
Prototype Feedback “Sharing helped me to understand and communicate what I needed to say so that people could feel more open with me. I have difficulty talking about myself and explaining who I am especially in a new environment. The conversation helped me recognize how people in this culture think and gauge how not to be too close or too distant.� -Katherine
Prototype Feedback “The examples you shared and collection to pick from gave me permission to share something I wouldn’t normally dive into speaking about. It can be difficult to expose more of yourself because you don’t want to scare people away, cause discomfort or make them feel like they must also share to that extent.” -Olivia
The Life Passport is a tool that helps people who want to develop growth mindsets and deeper connections. It enables users to deconstruct their lives and share their stories. Users will create their own artifacts and become more self-aware and empowered so that they can overcome mental roadblocks and create deeper bonds and new possibilities with greater ease.
Launch Strategy - Initial Target Professional women in their *late 20’s to mid 40’s who live in difficult to navigate cities such as NYC, SF, and LA. These women have a growth and exploration mindset and are willing to invest time and money on personal and social development each month. These women currently spend approximately $250-500 a month on classes, memberships, social events and programs/seminars. EXAMPLE HIGH-END
EXAMPLE LOWER-END
40 Year Old Living in NYC Who Spends $445 total per month Gym Membership: $175 *Meditation Classes @25 per class 6X a month: $150 *Social Events (1 per month @20): $20 *Development Seminars/Retreats (1 annually @1200): $100
30 Year Old Living in NYC Who Spends $248 total per month ClassPass: $75 *Meditation app subscription: $13 a month *Social Events (2 per month @20): $40 a month *Therapy 1x a Week (Co-Pay $25): $100 a month
$270 *Possible to Replace Per Month
$153 *Possible to Replace Per Month
* Older 3/4 of Millennials and younger 1/3 of GenX (Cuspers) Note: Others segments to consider targeting for future expansion: Men interested in personal growth, corporations & organizations who want to strengthen their employee/member relationships (e.g. HR, Co-working Communities), existing digital workspace providers (e.g. Slack), conference organizers who aim to create meaningful connections among attendees and colleges who desire tighter knit student communities.
NYC MARKET ESTIMATE – Women in NYC
$10M
$3M
Total Market
Serviceable Market
Women In NYC
Women In NYC (Appropriate Age)
$1M
Target Market Women Who Fit Profile: (Age, Income and Mindset)
Launch Strategy – Business Model & Revenue Business Model: Likely to launch as a digital platform that would house DIY design capabilities, community connections, and later, brand partnership offerings and conferences/workshops/events Revenue Streams: Launch ● Tiered monthly or yearly subscription Revenue Streams: Future ● Brands pay for the right to offer products and experiences to users ● Users receive discounts based on their tier ● Conferences, workshops and events ● Relevant advertising ● Monetization of data
Thank you!