We’re
ALENA NIU CHLOE GUSS MARIA JIMENEZ ONAT VURAN PELIN KAZAK PRISCILA SOBERANES PARSONS THE NEW SCHOOL FOR DESIGN STUDIO 1 SARA ARNELL SPRING 2015
OUR
CONTENT
WHAT IS HOOKD Mission
Vision Brand STATEMENT Core BRAND Brand MANIFESTO
WHO IS HOOKD
Distictive PERSONA Attributes
HOW TO GET HOOKD
ON-GROUND UX (Kit Journey) HOOKD Mobile App PROPAGANDA Poster
IS THE FUTURE HOOKD
SWOT Analysis DIFFUSION Map BUSINESS Model
TEAM HOOKD
Our TEAM
APPENDIX
WHAT IS
WHAT’S OUR
MISSION?
TO CREATE A COMMUNITY BASED MOVEMENT. WE ARE A ONE-OF-A-KIND MOVEMENT SHARING SOLUTIONS WITH EVERY INCH OF THE WORLD THROUGH A USER GENERATED ON AND OFF LINE COMMUNITY.
WHAT’S OUR
VISION?
HOOKD SEEKS TO BREAK COMMUNICATION BARRIERS AND TRESPASS BORDERS THROUGH A SHARED MESSAGE OF SOLIDARITY THROUGH CREATING AN ON AND OFF LINE SOLUTION SHARING AND SEEKING COMMUNITY.
BRAND STATEMENT FOR: OFF GRID CREATIVES (SOLUTIONERS): People coping in innovative ways with their environment, who are eager to share their solutions with the world.
SOLUTION SEEKERS: People seeking to discover new solutions to help themselves and/or their community live better. OFF GRID TRAVELERS (AGENTS): who are seeking a space to share their travel discoveries and make meaningful connections along the way.
IS A: One-of-a-kind movement seeking to show and share solutions with every inch of the world through a user generated knowledge sharing space, which exists both on and off line.
THAT: Seeks to break communication barriers and trespass borders through a shared message of solidarity.
REASONS TO BELIEVE: -The information age has allowed the open source and shared economy movement to take off, people are sharing ideas, information, even stuff across borders more than ever before. -People understand today more than ever how small our world truly and we are confronting the same barriers everyday, however, what’s missing is a chance to share the way we overcome those barriers. -The internet and all its social media (facebook, twitter, instagram) has created a global culture where people have an insatiable thirst to share.
FOR anyone loving living “off the grid” or maybe “on the grid”. HOOKD IS A movement existing on the ground and in the air, WHICH PROVIDES easy access to sharing solutions to everyday common problems. UNLIKE an NGO, WHICH ATTEMPTS TO PROVIDE outside aid. HOOKD users create the content and value they want.
CORE BRAND HEADS & HEARTS: Our Vision: Seeks to break communication barriers and trespass borders through a shared message of solidarity. Our Mission: Our mission is to build a movement of global solution sharing. Our Values: Solidarity, Curiosity, Connectivity, Empowerment, Trust, Sharing, Caring, Empathy, Knowledge, Creativity.
ESSENCE: Essence: Connecting people, Creating a community, Sharing Solidarity. Promise: The possibility to deepen community connections as well as global connections and to feel empowered by these connections. The HOOKD promise creates a space for users to build a community much greater than would be possible on their own.
WALKING & TALKING: Personality: Cool Guerilla How we Talk: Open Revolution How we Behave: Underground, Empowering, Friendly. We Admire our users,
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BRAND MANIFESTO
WE ARE NOT A WESTERN HERO. WE ARE NOT AN NGO. WE ARE NOT A TEACHER.
WE ARE A GRASSROOTS MEMBER DRIVEN MOVEMENT, THAT CAN AND WILL TAKE MANY FORMS.
WHO IS
ROSINE (AMBASSADOR), 32 YEARS OLD -Rosine lives in Kigali, Rwanda, where she born. -Rosine is the country director of an NGO working with over 800 women all over Rwanda -Rosine travels often around her country for work -Rosine used to work as a lawyer on international war crimes cases -Rosine speaks English, French, and Kinye Rwandan (the native language) -Rosine also has her masters in Leadership and cares deeply about her country and the people in it. -Rosine owns a smart phone and computer, Rosine connects multiple times a day. -Expectation: Rosine hopes that HOOKD will help the women she works with develop better computer literacy skills through doing something fun that empowers them to believe in the value of their ideas of everyday coping solutions.
PETRA (INNOVATOR), 36 YEARS OLD -Petra lives in Cumana, a small city in Venezuela. -Petra does mainly agriculture work but she also helps a lot of women in the town with family planning. -Petra helps women cope with their difficult environment and has helped women form cooperatives to share their resources. -Petra developed a variety of systems for women to communicate under scary and dangerous circumstances -Petra has a regular phone and access to a computer when she goes to the family planning clinic and connects on average 3 times per week. -Petra did not finish elementary school and her literacy level is basic but she is a very self-motivated learned and continues to work on improving her literacy level. -Expectation: Petra wants to use HOOKD to help people in other parts of Venezuela who are struggling with the same problems as she has and she is curious to know how women in other parts of the world are dealing with these issues, so that maybe her system can improve.
CHRISSIE (AGENT), 34 YEARS OLD -Chrissie’s an American professional off the grid traveler, based in Bali, having traveled to over 30 different countries in the past year -Chrissie works closely on creative projects with people from urban and rural commmunities -Chrissie goal in life is to make everyday a new adventure and to connect the world sharing the common message of love -Chrissie has a smart phone, tablet, and computer and connects multiple times a day. -Expectation: Chrissie has been to over 50 countries across every continent – her work is dedicated to connecting people through common messages like love. She is thrilled to learn about a space that would give people an opportunity to break down communication barriers. She is always moving from one place to the next transferring the knowledge she has found.
JOSE (SOLUTION SEEKER), 52 YEARS OLD -Jose lives on a cattle farm in rural Mexico -Jose’s family has lived there for generations -Jose does not have electricity or running water in his home -Currently Jose and his family make a fire every day to cook in the same room where they sleep. Jose is seeking a solution to this problem – how can they make a safer fire in their house without electricity? -Jose has a regular phone and no computer, but goes once a week to the internet café and has people in his community with smart phones he can access. -Jose finished elementary school, he can read and write but at a very basic level. -Expectation: Jose hopes to use HOOKD to find ways of cooking and doing other things without electricity. He also hopes to gain insight and connect with people living in his neighboring countries where he has never been.
HOW TO GET
ON-GROUND UX
KIT JOURNEY
The HOOKD Kit has all the basic necessities needed to launch and spread the HOOKD movement in communities both via the app and on the ground through in person interaction.
CONTENTS: Smartphone- Nokia 215 is Microsoft’s cheapest smartphone that will be fully equipped with the HOOKD app for use by any problem solver or solution seeker who wants to join the HOOKD movement. HOOKD Book- Printed in various languages with visual guides on how to start the movement in your community, how to use the app and how to document solutions. The HOOKD hand signal is included in this book to instill an underground sense if cameraderie. The HOOKD Book also has blank pages for notes, photos, documentation, as well as a signature section to show who has used that particular kit and become part of the HOOKD movement as a result. HOOKD Stencil and Sharpie- Used to spread awareness of HOOKD in communities and in travels while maintaining an underground and subversive identity. HOOKD poster- Each kit comes with HOOKD posters to paste in the community and throughout travels to increase awareness on the ground.
KIT
1 AMBASSADOR
KIT KIT
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AMBASSADOR EJ: VILLAGE TEACHER
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SOLUTION SEEKER
HOME PAGE A Snapshot of Solutions Depending: - Location - Contacts - Likes
SEARCH EXPLORE Search With Keywords
Explore Solutions/Challenges/Profiles - Recently Added - Categories - Places (MAP) - Dates - Impact on World
IT Hook A Solution Hook A Challenge
BY
My Favorites
PROFILE PAGE My Profile - Name - Location - HOOKD by X People, - HOOKD X People My Solutions & Challenges - Who Liked My Solutions & Challenges - My Solutions’ Impact on The World (MAP) - Solutions for My Challenges - My Contacts - Contact History (Voice & Direct Message)
MOBILE APP iOS & Android
INVITE TO Ambassadors invite world travellers (unlimited invites for Ambassadors) Each Traveller gets 5 additional invites to maintain exclusivity
DETAIL PAGE All Photos and Explanations (Text to Speech Function) Location Impact Map Contact with Problem Solver
IS THE FUTURE
SWOT ANALYSIS STRENGTHS • Power of ambassador network. • Information data we have collected. • One of a kind platform. • Proven intuitive international UX. • Access to highly concentrated data. • Open source innovation.
WEAKNESSES • Not being able to connect with information provider. • Not being able to connect with information requester. • Not helpful with information. • Solution library is limited to the content generated by its users. • Unprecedented service.
OPPORTUNITIES • Word of mouth • Growing user generated content • Worldwide reach and visibility
THREATS • Competitive innovation platforms • Larger companies implement our platform into their operations. • Lack of internet/cellphone service. • No ambassadors in some regions.
VALUE PROPOSITION
KEY PARTNERS -Anonymous partnerships -Telecommunications local companies - first right refusal (Solution Seeker Companies) -NGO´S (Ambassadors) -Oui Share (Shared Economies Organizations) -Meet-up -You Tube (HOOKD Channel) -Local Schools (Ambassadors)
-A digital platform for sharing innovations to improve the lives of diverse communities around the world. -Individuals should not have to wait for services to be delivered to them, but can instead be empowered to directly develop and implement strategies that allow them cope with their environments.
COSTUMER SEGMENTS
KEY RESOURCES -Man Power -Web-site -Local Alliances -Ambassador programs.
* * * * * *
Ambassadors Problem Solvers Travelers Solution Seekers Problem Solvers Companies Solution Seeker Companies
KEY ACTIVITIES
CUSTOMER RELATIONS
-Creating and promoting a digital platform. -Recluting Ambassadors and users -Platform maintenance -Connecting people in a solution sharing platform (solution seekers, thinkers, companies) -Curating posts
-Problem Solver: Creating the fulfillment of helping others with your solutions. -Solution Seeker: find your solutions . -Traveler: help people and have depper connections with locals. -Ambassadors: help their community and spread the word PS Business: spread the word about your solutions, help people and find key partners to develop your idea.
COST TRUCTURE -Platform server cost. -Promotion and marketing -HOOKD Kit production
-SS Business: find inspiration for your solutions
CHANNELS REVENUE STREAMS - Sponsors - Donations - Membership (Companies)
-Internet,( Web site) -Mobile App -Ambasadors -Local Meetings -Workshops -Encourage solidarity and idea sharing.
TEAM
OUR TEAM Alena is a toy designer from New York who has also lived in Hong Kong, and Australia. With a degree in Human Biology from Cornell University and one in Toy Design from FIT she has a wide range of passions. In her studies at Parsons in the Strategic Design & Management program, her goal is to revive the toy industry.
She hopes to redefine what toys are, based on the needs of the consumers and the role that toys play in children’s, parents’, and families’ lives.
ALENA
BRAND MANIFESTO Chloe Guss is a creative business professional with a focus in sustainability and ethically produced goods. She has spent the last five years working with innovative international organizations including the NGO Indego Africa and French fashion pioneers, such as Etienne Dereoux. Founder and principal of her own brand, Thread and Silk, a mission-based brand that repurposes vintage clothing, Chloe has worked with artisans of traditional techniques across the globe spanning from Europe, to Asia, to Africa to bring their atelier creations to new markets.”I believe in fashion as a
means of self-expression and connection with other places, people, and times, and am working to transform it as a global business into a force for positive change.”
A native New Yorker, Chloe graduated from Tufts University in Boston in 2007 with a degree in Sociology and Communications and moved to Paris in 2011. “I am a New Yorker at heart, but a global citizen above all, having traveled to over 25 countries and lived in four.”
CHLOE
Maria is visual artist from Mexico City. With degrees from Parsons School of Design in Fine Arts, Architecture & Interior Design, and Currently pursuing her Masters in Design Strategy.
She mainly focuses her artistic practice in a socio-political sphere using performance, photography and printmaking. She uses tools of “Hacktivism” to convey messages in her work by replicating existing tangible things, and adding a new layer of meaning to the ordinary. Currently she works managing / designing urban development projects in her native country of Mexico.
MARIA
Pelin is a User Experince and Service Designer.
She simply creates human-friendly experiences and makes strategic design decisions for services.
During her bachelors she had visited two universities at India to see the impact of locality on design. She got many inspirations from her visits to National Institute of Design at Ahmedabad, Collage of Craft and Design at Jaipur. Now she is working as Senior UX and Service Designer at the global experience agency “iam”. Co-creation with users is the core of her work. Apart from those, she loves traveling & travel writing, dancing and … turtles.
PELIN
Priscila was born and raised in Mexico City, she has a background in Industrial Design although she focused her studies in Interaction and Service Design, studies which were done in Italy. Furniture Design was a hobby that became a passion for her, so at the beginning of her career she start designing interiors and furniture for several projects. After designing and manufacturing several lines she made a shift and started working at the corporate world in the marketing team of G.E. As Priscila has been always really interested in Service Design she also was really involved when G.E. re-designed their whole services for the kitchen appliances area. This experience made her
PRISCILA
realize that she loved Design, but she was more interested in Service Design and Strategy Design. Nowadays Priscila is
studying Strategic Design and Management in NYC to learn a little bit more of Business Design and also co-founded and Interior Design Studio in Mexico City.
A Turkish guy in his mid 20’s decides that, after having many different business experiences and working on a low-cost oriented business, decided that he wants to do something that is not just valued with money. He wants to
create something that everyday when he wakes up, he would be proud of what he made. This is the only thing motivates him...
ONAT
APPENDIX
I.W.B ALENA.CHLOE.MARIA.PELIN.PRISCILA.ONAT
What is innovation? Coping with the environment according to your needs. according to Garance Choko
Mission: ❏ ❏
Knowledge sharing Access & interface platform
(IDEA: we can write our mission/vision as a hidden or secret message)
Vision: ❏
IWB aims to be the first global platform for grassroots innovators to share strategies and best practices among each other, across communities, countries and continents.
❏
The IWB’s vision is based on the belief that individuals should not have to wait for services to be delivered to them, but can instead be empowered to directly develop and implement strategies that allow them cope with their environments.
Brand Key: ❏
CONSUMER/ END-USER: Self reliant, underserved populations who are solving problems to cope with their daily environment. (Off-grid Innovators,Solution seekers.) Ambassadors / travelers.
❏ ❏ ❏
MARKET DEFINITION:NGO’S CORE INSIGHT: BRAND PROMISE: global platform for grassroots innovators to share strategies and best
practices among each other, across communities, countries and continents.
❏ ❏ ❏ ❏ ❏
BENEFITS: BRAND TRUTH:Develop a “sharing message” of solidarity VALUES:Solidarity, sharing PERSONALITY: ESSENCE:
Users: ❏ Off-grid Innovators. ❏ Solution seeker
❏ ‘Comrades’ people on the ground.
Ideation:
Tone: ❏ ❏ ❏ ❏
Empowering Democratic Movement Reverse Innovation
Brand: ❏ ❏ ❏ ❏ ❏ ❏
“NO BRAND” Underground Classified Radical Guerilla Propaganda
Naming & Corporate Identity:
AGENCY: Action or intervention, especially such as to produce a particular effect.
Name Suggestions: ❏ ❏ ❏ ❏ ❏ ❏ ❏ ❏ ❏ ❏ ❏ ❏ ❏ ❏ ❏ ❏ ❏
‘OFF GRID’ COALITION FACTION ALLIANCE INSURGENT SEPARATIST CONVERGENT BORDERS INNOVATION VANGUARD AVANT-GARDE PIONEER BOUNDS BOUNDARIES VERGE AGENCY NON-DOMINANT
(Maria)
Innovation Agency Faction Agency Innovation Faction Innovation Alliance
OIA OFA OIF OIA
❏ ❏ ❏ ❏
Off-Grid Off-Grid Off-Grid Off-Grid
❏ ❏ ❏ ❏
Innovation Innovation Innovation Innovation
❏ ❏
Separatist Innovation Agency Insurgent Innovation Agency
SIA IIA
❏ ❏ ❏ ❏
Anti-Border Agency Anti-Border Coalition Anti-Boundary Agency Anti-Convergent Agency
ABA ABC ABA ACA
Coalition Coalition Agency Faction Agency Insurgent Agency
IC ICA IFA IIA
Names: HOOK! Meta: innovation from innovations 6o 6 hooks papa butchers
Ideas - Push notifications - Twitter (How social media will be a part of the project) - Kit: Stencil, phone, polaroid camera
Further Ideas - Project Connect (Partnering with Patch or Digital Democracy) - Changing people’s habits
ARE YOU
?
PRINT DESIGN: MARIA JIMENEZ. GRAPHICS: ALENA NIU, MARIA JIMENEZ, PELIN KAZAK & PRISCILA SOBERANES. 2015