UNTOLD - Booklet

CHAPTER

1

Final Synthesis Studio 2019/2020 Group OTTO

0

TABLE OF CONTENTS

1 PRELIMINARY RESEARCH

2 SERVICE CONCEPT 3 SERVICE DEVELOPMENT

The city as an open book Research structure Key case studies

9 10 12

User research Key insights How might we question Personas

13 14 15 16

Service Idea Why Untold?

19 20

Offering Ecosystem Map System Map Infinite User Journey User Journey Map Service Blueprint Untold Stories

23 24 25 26 28 29 30

4 UNTOLD APP

5 BRAND IDENTITY &

MARKETING STRATEGY

6 ECONOMIC SUSTAINABILITY

Untold app User flow Wireframes App design

43 44 46 54

Untold brand Vision & Mission Brand identity Tone of voice Marketing strategy

69 70 71 76 77

Economic sustainability Competitors Positioning map Business Model Canvas Market Market revenues & Net earnings Net incomes & Financial need Roadmap

87 88 90 92 94 102 103 104

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PRELIMINARY RESEARCH

THE CITY AS AN OPEN BOOK Future scenario

F U T U R E The city as an open book Connection and community culture in a diffuse city

Among of the topics in the beginning, “Culture” has been selected to proceed with the project. After the initial research around the culture topics, the “City Culture“ stand out the most. Discussions around the city culture and how it should be assessed further led to the scenario of The city as an open book: Connection and community culture in a diffuse city.

Considering the city as an open book, the focus was on its stories. Emphasizing the unread stories of different districts and connecting with the soul of the city again.

PRELIMINARY RESEARCH

Cities are open books. Each district is a chapter and a different story. You can read any of them from the book. However if you have any favourite ones, you would probably never open the others. The ones that are never opened will never be read, and since they are never being read, they won’t be opened. Your role as the reader , as an inhabitant is undeniable. You need to read your own

chapters, however if you open the ones that you have never taken a look before, you might read stories that were hidden for a long time.

After you, other people will read them, and others after them. In the end, you will have amazing and connected stories and the book, your city, will finally be read from beginning to end. It will tell its stories.

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RESEARCH STRUCTURE

Initial Scenario Concept The City as an Open Book Desk Research Trends City Culture Technology Community Case Study Research Case Studies Around City Culture

The research phase had three main points after the scenario concept development.

Initially the desk research around different branches that could effect the city culture. Case study research to understand the more real life initiatives and effects.

Lastly the user research to get opinions and insights from the citizens.

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User Research Online Surveys Interviews

Decline in community distinctiveness and cohesiveness

MULTI-CULTURALISM

Growing international population, changing frequently

PLACE MAKING

GEOLOCALIZATION

TECHNOLOGY

FUTURE TRENDS

URBAN SPRAWL

Connecting people and places to give value to the neighbourhood

Influence on attitudes, values, beliefs and behaviours

IDENTITY

Making it unique and stand out from the IoT

PRELIMINARY RESEARCH

Digitized content that can be transmitted over the internet

AUGMENTED REALITY

IDENTITY

COMMUNITY

CITY CULTURE

MINDSET

DIGITAL MEDIA

Blending of interactive digital elements into the real world environments

SOCIETY

Connect people and to make them feel belonging to a group

Identification of the real-world geographic location of an object

Having a distinct identity belonging

TRUST

Assurance of credibility to the community

PARTICIPATION

Having opportunities and actively participating in acitvities

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KEY CASE STUDIES A platform that provides complimentary community information along with dedicated Community Ambassadors in New York, United States.

New York, United States 2018 An open-air and diffused museum outside the center of Milan, which includes over 50 works of street art animated with virtual contents accessible through augmented reality.

Milan, Italy 2016 A service to preserve the authenticity of the cities and promote awareness of cultural heritage by taking the user on a journey beyond the main tourist attractions.

Europe 2016 12

USER RESEARCH INTERVIEWS

ONLINE SURVEY

20

+45

20-30 years old 9 women, 11 men

Experienced around the world

Millenials

Cities

Multicultural Panel IT FR TR IN KR

14 Italian & 6 International

Various Professions

207

Answers Worldwide

137 Italy

18

Italian Cities

70

Other Countries

48

Foreign Cities

Designer, Engineer, Academic, Cook, Lawyer PRELIMINARY RESEARCH

13

KEY INSIGHTS

BELONG TO THE CITY

ENTERTAINMENT

Need to feel a sense of belonging to their city

Lack of activities for the young generation

CONNECTION

DIFFUSE AND ACCESSIBLE CITY

Want to connect to the district they are living

Centralized activities, less diffusion to suburbs

TECH-SAVVY

LOCAL CULTURE

Preference towards digital touchpoint

Disconnection from the stories of their area

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?

How may we help young millennials in feeling more engaged and connected to the city and neighbourhood where they live in?

LUCA

Curiosity Technology

The Adopted

“I spend a lot of time at work.

I’d like to take a break from time to time and distract myself with good contents!”

29 YO, ENGINEER, ENGAGED Luca is from Rome, but he move to Milan with his girlfriend one year ago, when he found a job opportunity. Even if it has been a while, he still doesn’t know the city well and doesn’t feel like at home.

He would like to know more about Milan, in order to feel more connected with the city.

He works a lot, but when he is not in the office he likes to spend his time with his girlfriend and the few friends he made. Mysteries – such as macabre stories, legends, real shocking events – are his greatest passion.

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Team oriented Achievement oriented Courage Active person MOST USED DEVICES

INTERESTS Watching thriller movies, crime tv series and serial killers documentaries on Netflix Walking around the city New technologies (AR, VR etc...)

Facebook group “Ancient history and mysteries” WANTS AND NEEDS Detach from his daily routine Cool and memorable experiencies Discover more about Milan and its culture Brief and easy-to-access contents

VERONICA

Curiosity

The Culture Creator

“I think Milan still have something to give and show me...�

Technology Team oriented Achievement oriented Courage Active person MOST USED DEVICES

INTERESTS 19 YO, GRAPHIC DESIGN STUDENT, SINGLE Veronica is a 19-year-old girl who just started university.

She believes that her city can no longer give her new vibes, even she really likes it and feels so attached.

In fact, every time she goes out, either alone or with her friends, she always ends up seeing or doing the same things. She would like to fall in love with Milan again. Thus she is looking for new places to visit and experiences to live and to share with her friends and social networks followers.

PRELIMINARY RESEARCH

Social network addicted (TikTok, Instagram, Youtube) Sharing photos and videos on social networks Following brands with great communication Watching thriller movies and TV series full of twists and turns.

WANTS AND NEEDS Find new stimulations and new activities to do in her free time, also with her friends Cool products and experiences New contents, better if short but impactful 17

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SERVICE CONCEPT

SERVICE IDEA

The service Untold will help Milanese citizens between 16 and 30 years old who love mystery and brief but impactful storytellings by providing digital interactive contents available in AR telling secret and mysterious stories hidden around the city, through a gamified experience.

SERVICE CONCEPT

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WHY UNTOLD? Value for the users

Untold aims to revive the stories that cities prone to loss due to the high rates of digitalization and people losing connection with the physical world. For those people who do not want to lose the gems that each city has to offer, Untold shows them a way out. It provides the users with a bridge that connects the mysterious, historical stories that were around the city and the digital world that has the potential to deliver them in a more engaging and immersive way. Other than just reading or watching the stories on a digital screen Untold brings them to the local spots that the stories have emerged and enables them to live the story with the help of augmented reality.

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On top of that, with the digital interface of Untold, the users also have the ability to interact with the story. So Untold strips the users from the one-sided, regular story channel and provides them with an immersive story experience.

Untold also revives the local spots that were once a part of a colourful city life, but now fading. Supporting the flow inside the city Untold would create value for both the city culture and the local businesses, as well as enhancing the people that lived and lives the city and educating new professionals in the digital field.

Untold value in the market

AUGMENTED REALITY FEATURES

Geo-based

Nowadays augmented reality is a technology applied in different fields and for different purposes, from cities to museums, from products to entertainment or educational services.

Untold wants to go further from the current use of augmented reality in cities. Actually, it is mainly related to navigation, visual location awareness or providing an additional information text layer or animating elements in 2D or 3D. Untold applies AR in an innovative way, taking inspiration from its use in the education and entertainment sectors.

Thus, through this technology, Untold is able to provide geo-based, narrative-driven and interactive experiences.

SERVICE CONCEPT

Narrative-driven

Interactive experiences 21

3

22

SERVICE DEVELOPMENT

OFFERING Untold offers to the users an innovative and alternative way of entertainment in cities based on story tales about secrets, mysteries and legends hidden around the city, told through augmented reality. In particular, stories are realized by selected students and emergent digital art creators, following the brief and the guidelines that are given by Untold team.

Untold gives the possibility to discover the city and its secret stories by being guided on alternative paths to become a real expert. Users can also choose to explore the city together with friends, sharing and living with them the story experiences available.

Moreover, Untold drives the users along the whole experience of discovery and entertainment using the character of a guide, called Arun, who gives insights about the city and enhances the story experience.

The service is accessible through the Untold app, which provides a gamified experience based both on virtual and real rewards. At the end of each story experience, users get rewarded with badges, vouchers – discounts, bonuses or special prices – to spend in shops and with new contents to discover. Lastly, they level up and receive in-app trophies when special milestones are reached.

SERVICE DEVELOPMENT

MIXED REALITY ENTERTAINMENT Hidden stories of the city about secrets, mysteries and legends Augmented Reality artworks by selected digital art creators

REWARDS & GAMIFICATION Real vouchers discounts, bonus or special prices for shops Stories unlock every story discovered unlocks new contents In-app awards story badges and trophies collections which give the user the possibility to level up

CITY EXPLORATION Discovery alternative paths to become a real expert Co-op explore with friends and share the experience 23

ECOSYSTEM MAP

PRIVATE BUILDING OWNERS

freelance digital artists

Untold mainly addresses to local explorers, city-life commuters and new-comers, who represent the main customer segment of the service. Also tourists, especially those who want to discover alternative paths when exploring a city are possible users of the service.

Talking about internal stakeholders, we involve digital art creators and locations and stories seekers. The first include students from universities and professional schools attending courses such as interactive multimedia design, 3D modelling and animation or animation cinema. The second include local communities, associations, cultural centres and story writers who places and stories at the base of Untold AR stories.

External stakeholders involved are shops, brands and museums with whom we partner to have vouchers for the users or to build customized stories. Moreover, we have the municipality and private building owners who permit us to place our digital contents around the city. Lastly, IT service providers to host Untold data and contents and to include the navigator inside the app.

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professional schools universities

municipality

local explorers

students POLICY MAKERS

DIGITAL ART CREATORS

new-comers

USERS LOCATIONS & STORIES city-life SEEKERS shops & commuters local businesses associations & communities tourists brands

MARKETING PARTNERS

local shops cultural & art centres story writers (books, blogs) Google Maps

museums & exhibition organizers

AWS

IT SERVICE PROVIDERS

SERVICE DEVELOPMENT

MARKETING PARTNERS POLICI MAKERS & BUILDING OWNERS

database, navigation

stories brief AR story artworks

USERS visibility & recognition

entertainment, stories, vouchers

material

money

visibility

visibility & recognition

plots, set up

LOCATIONS & STORIES SEEKERS

permission

visibility, adv

vouchers

tailored AR stories money

SYSTEM MAP information financial

DIGITAL ART CREATORS

IT SERVICE PROVIDERS

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INFINITE USER JOURNEY

Untold user journey is divided into eight main macrophases. Along with it, the Untold app represents the main touchpoint with which the user interacts.

Above, a short description of each phase is provided.

A deeper representation of the journey is provided in the next pages.

Discover » the user finds out about the service through paper or digital advertising, word of mouth or by receiving the invitation to register to the service from a friend.

Consideration » after downloading the app, the user logs in or signs up. In this second case, he sets up his profile and is introduced to the service by a brief onboarding.

Explore & set up » the user browses the unlocked stories available on the map, he selects one and decides whether to go alone or to invite some other user-friends to share the experience with.

Invite friends » once selected the friends to invite, the user sends them an invitation through Untold app.

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He will be able to start the experience as soon as he receives his friends’ confirmation.

Go » the user selects the most suitable path according to his needs and follows the in-app navigator to reach the destination. During the commuting, the user learns about some valuable shops or points of interest thanks to pop-up notifications. Once close to the story location, he also gets some hints and jokes about the story from Arun, the official Untold guide.

Live the story » the user activates the augmented reality by following the hints on the app interface and starts watching the story. He also follows Arun’s indications, he interacts with the characters of the story and with the environment around.

Get rewarded » after each story experience, the user collects the story badge, redeems a voucher to spend in a shop and unlocks more contents on the map.

Purchase » in the shop section of the app, the user can buy locked stories in order to unlock them faster.

Untold

user actions

space touchpoint

face-to-face touchpoint

paper touchpoint

Place

Place

App

App Friends Interact with friends

App

digital touchpoint

Interact with the story (touch) and the environment (move)

App Place

Open the app

Activate the story and discovers it in AR

Take pictures and record videos

LIVE THE STORY

GET REWARDED

Sign in / log in

App

App

App Profile set up

App Invite friends to download the app

CONSIDERATION

App Get started

App

EXPLORE & SET UP

Collect badges

App

App

Browse unlocked stories available

Redeem vouchers App

App

Unlock new stories

Select a story Meet with friends

App Reach milestones and level up

Invitation

Arrive at the place

Find out about the service

PURCHASE Unlock a set of stories App

Decide for a solo or with friends experience

Friends

WoM

DISCOVER

Place

Adv Adv

INVITE FRIENDS

Learn about valuable shops App Shop

Select the path and follow the navigator App

SERVICE DEVELOPMENT

App

Select the friends and send invitation

GO Receive friends confirmation

App

App

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USER JOURNEY MAP

28

SERVICE BLUEPRINT

SERVICE DEVELOPMENT

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UNTOLD STORIES Process of creation

As previously shown in the ecosystem map, Untold stories arise thanks to a strong collaboration between universities, professional schools – with courses related to digital art design – and Untold. Thus, the process of creation of the story tales in augmented reality to be released in the app includes a few steps, involves different actors and takes around nine months.

The process starts with an initial research phase.

Untold is responsible for looking for mysteries, secret stories and legends related to certain locations of the city, both in the city centre and in the peripheral neighbourhoods. Plots and insights are mainly collected by browsing books, articles and online blogs related to the topics previously mentioned. Moreover, local associations, neighbourhood communities and cultural and art centres can be interviewed and consulted to 30

gather even more interesting and untold stories.

Then Untold rearranges the plots and verifies the location where the stories should be placed.

At the beginning of the academic semester, Untold briefs the students and the young digital artists: it gives them the plot to work on and some guidelines to follow to design the augmented reality contents.

During the courses, Untold supervises the projects developed by the students and checks the compliance with the requirements.

Once the semester is over, Untold selects the projects delivered by the students, it refines and tests them on location. Augmented reality stories are then developed and released on the app.

STORY RESEARCH

INSPECTION

Collection, verification and rearrangement

at the location where the stories should be places

STORY DESIGN

BRIEF TO STUDENTS

Development of the projects under Untold supervision

Plot and guidelines to design AR

SELECTION & REFINEMENT

STORIES RELEASE

AR artworks are selected, tested and refined

Stories are available on Untold platform

SERVICE DEVELOPMENT

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Guidelines for content creators PLOT OF THE STORY Stories are based on plots collected, verificated and rearranged by Untold Untold acts as an art director and guides students and digital artists along the whole process of design of the contents for the AR stories. For this reason, content creators must follow a few guidelines to make an impactful story, with meaningful interactions for the users and coherent with Untold values and way of communication. These requirements won’t preclude students’ creativity, as they will be able to express their visual style.

First of all, students must follow the basic plot of the story and build on it their storyboard for the animation.

Each story is characterized by landscape orientation, a filter that turns black and white the reality, by a “glitch effect” that makes appearing and disappearing the various characters and elements and by audio contents (dialogues of the characters, sound effects).

Moreover, Arun the guide of Untold must be included at the beginning, in the middle and at the end of the story to give the user hints on how to interact with the story itself.

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LANDSCAPE FORMAT The story is experienced with the smartphone landscape oriented 3D ANIMATION Elements of the story are 3D REALITY IN B&W The real world is the stage where the AR story happens and it is filtered in black and white GLITCH EFFECT Elements of the story appear and disappear with a sort of glitch effect

TONE OF VOICE Characters’ dialogues and sound effects should reflect the topic of the story and help in creating an impactful and immerive experience.

ARUN Arun is a mysterious character used by Untold to communicate with the users and to guide them through each story

Arun: «The dialogue is becoming interesting! Come on, let’s get closer and listen to it better.»

INTERACTION The user is able to interact with Arun by listening and following his hints about what to do or how to move in the environment. The user also interacts with the characters of the story by touching the screen in order to help them completing a specific task. On the right two examples of interaction.

Arun: «The Saint is trying in every way to get rid of Lucifer! Come on, help him tapping the screen!»

SERVICE DEVELOPMENT

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Untold story example INTRODUCTION Timeline

1ST ACT: THE DISCUSSION 5’

THE

DEVIL

COLUMN

LUCIFER: Aurelius, hey Aurelius, stop.

Scene description

When the user is near the place where the story is located, Arun appears and provides him some information about the story (eg. the year in which it took place, the reasons behind that fact or why it became a legend).

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A layer and the characters are automatically added to reality on the screen that glitches immediately.

Lucifer is approaching the saint trying to attract his attention.

6’30

AMBROGIO: Stop it and tell me what

The Devil reaches the Saint and the two continue to speak. The Devil wants to convince the Saint to renounce his faith and pass to the dark side.

SERVICE DEVELOPMENT

The dialogue is becoming

Due to the access tones of the discussion, the two characters are not able to stand still and move in space. The Saint increasingly determined not to listen to the Devil turns around and starts to ignore him. Arun appears and tells the user to go closer.

LUCIFER: I just want to talk to you

The Devil then, more and more obstinate, grabs the Saint by his arm and, squeezing him, tries to make him turn.

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2ND ACT: THE FIGHT 6’30’

Hurry up! Lucifer and the Saint are

AMBROGIO: Don’t talk about my father.

LUCIFER: Reason, crazy Aurelius! If you

Scene description

The Saint, annoyed and painful, with a stroke detaches the hand of the Devil from his arm. Arun pops up and tells the user to return to the initial position.

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The Saint, now at the limit of endurance, turns around and begins to tell the Devil to leave him alone, because he will never abandon God.

The Devil then makes one last attempt: he takes the Saint by the arm and tries to drag him away with himself, overcoming the limit.

8’30

The Saint is trying in every way to

The Saint, now at the limit of endurance and moved by anger, frees himself from the grip of the Devil and slaps him in the face.

Arun appears and tells the user to help the Saint tapping the screen.

SERVICE DEVELOPMENT

AMBROSE: This will be your punishment:

The blow is so strong that the Devil loses his balance and falling he goes to fit with his horns in the column that was behind him.

The Saint, convinced to give him a punishment, tells the Devil that he will leave him stuck there all night and all day after as punishment for what he tried to do.

LUCIFER : Where are you going! Go back

By now quiet, but also tired of the fight just made, the Saint leaves, as already established, leaving the Devil alone out there stuck in the column.

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3ND ACT: THE NIGHT 8’30’

4TH ACT: THE ESCAPE 9’

It’s almost dawn and Lucifer is

LUCIFER: You won Ambrogio. But not as

Lucifer has finally managed to

Scene description

At this point the screen becomes darker and Arun appears that, talking to the user, summarizes what happens during the night and tells the user to help the Devil tapping the screen.

38

The Guide disappears, the screen returns with the brightness of before symbolizing the beginning of the new day and the Devil, with a last desperate attempt, manages to free himself from the Column.

Resigned by now that he will not be able to take the Saint with him, Lucifer decides to use the two holes in the column to open a passage to the Hell. Arun appears and tells the user to tap the screen in order to open the portal.

CONCLUSION 10’

AMBROGIO: and I will always be

Once the passage is opened, the Devil runs through it and in the instant before disappearing he curses the Saint and promises to return.

SERVICE DEVELOPMENT

The story is over. The mystery

The screen glitches indicating the user that the story is over.

The level added to the screen disappears with a glitch effect. Arun appears and informs the user that the AR experience is over, but that, if he wants, he can continue the experience in reality because the legend says that from the two holes you can smell Sulfur and hear the sound of the Styx, the infernal river.

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Content creation process

Untold acts as an art director and guides students and digital artists along the whole process of design of the contents for the AR stories.

Seven fundamental steps will be followed in this process.

First of all, the content creators will select the story they feel closer to from the batch that will be released the next semester.

Secondly, a process of place and sense-making is followed to fit the story in the location, accessing the cultural value of the place and the possible use of the space during the experience.

Third, the students will implement the general storyboard provided by Untold with details about actions, characters and user interactions.

Fourth, fifth and sixth, the designer will go through 40

an iterative and quick process of interaction, characters and animation design tutored by Untold’s team and using various software to tight the whole plot in an effective animation.

Through 3D modelling and animation softwares, like Blender (fully open-source), using online sources and previous models from the Untold database, students will easily shape the characters leveraging on their previous skills and learning new followed by Untold professionals.

Seventh their prototype will be implemented into Untold developer app to set up all the criteria for the AR. After the final delivery at the university or professional school, the selected 3D animated stories will follow another iteration to consolidate all the elements before being inserted in the next release on the app.

STORY SELECTION

PLACE-MAKING

The team or the designer choose a story from the new batch proposed

Reason how the story can take place in the location

CHARACTER DESIGN

INTERACTION DESIGN

STORY CONCEPT

Design of the character that will play in the story

Defining the interaction with character, space and guide

Defining the scenes and characters of the story

SERVICE DEVELOPMENT

ANIMATION DESIGN

AR IMPLEMENTATION

Rigging and animating the characters

Implement actions into AR and test their value 41

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42

UNTOLD APP

UNTOLD APP

The app represents the main touchpoint that accompanies the users through the whole gamified experience of Untold. In fact, the user interacts with it from the selection of the story to the navigation towards the chosen place, the experience of the AR content and the rewards obtained after each exploration.

Untold app is thought to be simple, but engaging and it includes some typical features used in games – such as badges, milestones and level status –.

The visual language reflects Untold brand identity and mood. Thus, it is clean, simple and characterized by layers overlapped, reminiscent of the AR applied to the reality. Moreover, it plays with dark and bright colours to convey both the sense of dark atmosphere and game.

UNTOLD APP

The main sections of the app are three – “Untold Stories”, “My Profile” and “Wallet” – and they are accessible from a hamburger side menu.

“Untold Stories” is the main screen of the app, where the user can browse on the map the stories in augmented reality available in the city. “My Profile” is dedicated to the user’s collection of achievements related to the stories discovered and the milestones reached. Lastly, in “Wallet” the user can access the vouchers obtained at the end of each story watched.

Through the app, the user can also invite contacts and friends to download the app and register to the service and he can receive notifications from user-friends about invitations to join the discovery of a story and from Untold such as for the release of new stories.

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USER FLOW 01

05

Login screen

Login

02 Sign up

03 Account set up steps success

04 Onboarding 44

wrong psw

06 Send magic link

08

success

07 Stories view

Story discovery

13 Side menu

09 Invite friends

accepted

10

ready

11

Navigation

Experience AR story

15

16

User wallet

Voucher

completed

12 Redeem rewards

14 User profile

17 Invite new users

19

18 Shop

Notification UNTOLD APP

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WIREFRAMES

01

05

02

ACCOUNT SET UP

Welcome back!

Welcome back!

Login to your existent account

Login to your existent account

Create an account!

Create an account!

Sign up to Untold to start Sign to Untold to start exploring stories hidden inup Milan

exploring stories hidden in Milan

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Full Name luca.colombo@gmail.com

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colo_99

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luca.colombo@gmail.com

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Camera and microphone

and microphone CameraCamera and microphone

Welcome Luca

In order to be able to experience Untold stories

In order to be able to experience Untold stories

Just a few steps to set your profile and complete the sign up.

Continue

I needUntold your permission In order to be able to experience stories to access your I need your permission tocamera accessand your smartphone microphone I need your permission to access your smartphone camera and microphone smartphone camera and microphone

Where are you?

fewyou? more steps WhereAare

We use your location to start Untold stories or We use your location to startstories Untold stories or to suggest We use your location to start Untoldyou stories ornearby your position.

to suggest you stories nearby your position.

to suggest you stories nearby your position.

03

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Continue

Notifications

Notifications Notifications

I recommend you to turn on notifications for a

I recommend you to turn on notifications for a experience. You I recommend you to turnbetter on notifications formay a receive notifications better experience. You may receive notifications about stories nearby your position. better experience. You may receive notifications about stories nearby your position.

about stories nearby your position.

Tap “always allow” when prompted

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UNTOLD APP

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ONBOARDING STORIES VIEW

13 Untold Logo

Skip

03

Untold Stories My profile Wallet Notification Invite friends Shop Settings

Hooray!

About Untold

Your account setup has been completed.

Are you ready to start?

Find your friends Find your friends See which of your contacts are on Untold!

See which of your contacts are on Untold!

Allow Untold to access your contacts to Allow Untold to access your contacts to discover stories together with them. discover stories together with them.

Got it

48

Got it

Logout

Start

07

SIDE MENU

09

Skip Discover with friends Discover with friends

Skip

Search Search

Choose the friends you want to discover the the friends you want to discover the story with andChoose send them an invitation. story with and send them an invitation.

INVITE FRIENDS

RECENT

RECENT

Simone Agnelli Simone Agnelli Alice Ferrario Alice Ferrario

Skip

Skip

CONTACTS WITH UNTOLD CONTACTS WITH UNTOLD

Skip

Skip

08

Andrea Allocco Andrea Allocco Francesca Ambrogio Francesca Ambrogio

Map

List

Samuele Baruzzi Samuele Baruzzi Choose Choose Michele Bergia Michele Bergia Chiara Gervasi Chiara Gervasi CONTACTS WITHOUT UNTOLD CONTACTS WITHOUT UNTOLD

rewarded Live theGet story

Choose a story Get started At the end of each experience you gain

Invite your friends who don’t knwo Untold yet to download Invite your friendsand whosign don’t Untoldthe yetstories to download upknwo to discover together. More info and sign up to discover the stories together. More info

Reach the location of the story following

vouchers Choose a story among those to spend in shops in Milan,

the directions and live the chosen story Hi there! I am Arun and I am gonna guide digital rewards to collect in your profile available on the map and decide in augmented reality. and you unlock more stories to discover. you along this journey to discover if discovering it alone or with friends. mysterious stories hidden in Milan.

Start

Alien abduction An UFO sighting just after the end of World War, an alleged kidnapping, 24 hours of panic in Milan.

Via Melchiorre Gioia 8, Milano

04

950 m

STORY DISCOVERY

UNTOLD APP

Silvia Brugiapaglia Silvia Brugiapaglia Denise Carofiglio Denise Carofiglio Diana Campos Diana Campos Marco Cortese Marco Cortese

Discover

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09

09

10

PENDING INVITATIONS

Write a message

Invitations

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Your invitation will be sent to:

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Map

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Alien abduction

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Hi guys, … Hi guys, …

Hi guys, let’s meet this afternoon at 3 to discover this story together. I’m counting on you!

Yay!

10 min

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21 min

From

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Devil’s Column

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NAVIGATION

50

11 Via Giuseppe Candiani 100 m Via Antonio Canova 500 m

The Devil’s Column

Via S. Pio V 35 m

Are you ready to start discovering the story?

1930 Cocktail Bar Did you know that the Devil visited Milan for

10 min

Sure

Look for the basement of the column

The most secret and inaccessible bar of the first time in 380?

Milan that takes you back to the years of Belle Époque. We are revealing you a big secret, as only a few people know that 10But, minwould you have what 1930 Bar is here.

Exit m · 17:58 it takes to be 950 admitted to the inner circle?

950 m · 17:58

Exit

EXPERIENCE AR STORY

UNTOLD APP

51

USER PROFILE

13

12 Map YOU’VE UNLOCKED

2 New Stories

List

14

YOU’VE GOT THE VOUCHER

Nike Store -20% YOU’VE GOT THE BADGE

Luca Colombo

The Devil’s Column Congrats Luca!

Luca Colombo

Untold addicted

Untold addicted

3 stories

Nike Store

You’ve completed the story

Piazza Gae Aulenti

Check rewards

Voucher -20% 31.12

BADGES

BADGES

Share

x1

Alien abduction

Alien abduction

52

?

Share x1

Alien abduction

?

?

x5

x10

Alien abduction

Stories discovered

Save in your wallet

Add to your collection

TROPHIES

Stories discovered Invite a friend

Share Explore

11

3 stories TROPHIES

Alien abduction

? ?

?

x5

x10

Alien abduction

USER WALLET

INVITE NEW USERS

15

16

17

Wallet NEW

EXPIRING SOON

NOTIFICATION

19

Your voucher USED

Invite your friends

Notification

Invite your friends to download and sign up to Untold to discover stories together

Lo Spago Caffè

28.11

via Ugo Bassi 3

Free breakfast

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt.

31.12

28.11

McDonald’s

28.11

New stories Lorem ipsum doloravailable sit amet,

Milano

Discount € 4,00

CODE

31.01

consectetur adipiscing elit, sed do eiusmod tempor incididunt.

H68ER2B

Nike Store

28.11

For each friend who completes the registration you unlock a new story on the map

Piazza Gae Aulenti

Voucher -20%

31.12

McDonald’s Milano

Nike Store

Valid until 31.01

Piazza Gae Aulenti

Voucher -20%

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt.

31.01

DISCOUNT

€ 4,00

Show the QR or the code at the moment of the purchase to get your discount.

0

Invited

0

Registered

Invite friends

0

New stories

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor Lorem ipsum dolor sit amet, incididunt.

consectetur adipiscing elit, sed do eiusmod tempor incididunt.

Excepteur sint occaecat cupidatat non 28.11 proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt.

28.11

Discover

Lorem ipsum dolor sit amet, t t di i i lit d

VOUCHER

UNTOLD APP

53

APP DESIGN

a

PROFILE SET UP In order to complete the sign-up, the user is asked to set his profile permissions in order to be able to use the service and to receive a better experience.

54

a

UNTOLD APP

55

56

b

b

ONBOARDING After completing the sign-up process, the user is welcomed by Arun and he is introduced to the service with three short steps.

UNTOLD APP

57

c

d c

MAIN SCREEN The main screen of the app contains the map of the city where Untold stories - both the open and the locked ones - are shown.

d

STORY PREVIEW By clicking on a specific pin on the map, the user can see the preview of each unlocked story shown on the map.

e

DISCOVER WITH FRIENDS After choosing the story to discover, the user can select some friends to share the experience with and send them an invitation. If not interested, the user can skip this step and live the experience alone.

58

e

UNTOLD APP

59

f

60

g

h

f

PATH SELECTION Different paths are available to reach the place where stories are located. The user selects the one that best fits his needs.

g

POINT OF INTEREST Along the way, pop-up notifications inform the user about places – such as shops, bar and restaurants – which hide interesting stories.

h

THE GUIDE ARUN Once close to the story location, Arun pops-up and makes some jokes related to the story the user is going to watch.

UNTOLD APP

61

62

i

i

REDEEM REWARDS After each experience, the user is awarded by Arun with the badge of the story, a voucher to spend in a shop nearby and with new stories unlocked on the map.

UNTOLD APP

63

l

l

BADGE COLLECTION A section of the user profile is dedicated to the collection of the badges relating to the Untold stories.

m

TROPHY CASE Another section of the user profile is dedicated to the trophy case. Trophies are unlocked by reaching certain milestones.

64

m

UNTOLD APP

65

n

n

WALLET The user accesses his vouchers in the wallet section. He can filter the new ones, those expiring soon and the already used ones.

66

5

68

BRAND IDENTITY & MARKETING STRATEGY

UNTOLD BRAND

The service aims at fostering the curiosity of citizens to discover the city, the multiple identities and the stories hidden behind some of its spots. We leverage on the technology of augmented reality (AR) to let the users experience mysterious and legendary characters and stories from different ages. For the first time, the city and its cultural heritage is perceived under a new light.

The reason behind the naming chosen for the service – which is Untold – lies mainly in the type of stories we deal with. As a brand, we want to convey a sense of mystery and to create a cryptic atmosphere in order to attract the interest of people. We want to encourage them to go beyond and to discover what the secret stories are about.

The payoff – beyond the reality –, highlights the concept of seeing further the world around us. Thanks to the application of augmented technology, Untold allows people to look at the city in a more interactive and entertaining way. Moreover, it brings to light and makes “tangible” and three-dimensional the hidden story, which contents are halfway between reality and legend.

BRAND IDENTITY & MARKETING STRATEGY

CURIOSITY

STORYTELLING

ENTERTAINMENT HERITAGE IMPACT

PASSION 69

VISION

MISSION

Every place has a story to tell.

Every story is worthful to be lived.

Bring to life the hidden stories of people’s everyday life places, generating culture from the unexpected.

70

BRAND IDENTITY CONCEPT

For the creation of the brand identity of our service, we started from the idea of discovering what is hidden under the first, superficial layer of the city, digging in-depth and unveiling hidden stories set in the urban context. Thus, our service becomes a filter. It is like a lens that allows the user to see the city differently, travelling through time and space.

The visual language is clean and simple but with coloured elements that add a new and mysterious layer which reveals a hidden identity.

Untold colour palette is made of both dark and bright tones, as shown in the next pages. The dark shades convey a mystical and dark atmosphere, whereas bright hues are used to underline elements able to divulge Untold stories if framed.

BRAND IDENTITY & MARKETING STRATEGY

71

BRAND IDENTITY Main logo and mark

72

Coloured variations

BRAND IDENTITY & MARKETING STRATEGY

73

TYPEFACE

Aa

Avenir Black A B CD E FG H J K LM N O P Q R S T U V W X Y Z abcdefghijklmnopqrstuv w xyz

Aa Avenir Light A BC D EF GH I J K L M N O P Q RS T U V W X Y Z a b c d e fg h i j k l m n o p q r s t u v w x y z

COLOURS Light Grey CMYK RGB 239, 238, 238 Yellow CMYK 10, 10, 10, 10 RGB 250, 218, 0 Orange CMYK RGB 233, 89, 43 Light Blue CMYK RGB 19, 58, 137 Dark Blue CMYK RGB 23, 31, 91 Dark Grey CMYK RGB 36, 36, 37

74

REAL WORLD APPLICATIONS

BRAND IDENTITY & MARKETING STRATEGY

75

TONE OF VOICE

Untold tone of voice is formed around mystery and intriguing keywords. There is a consistent style of addressing the users. Every channel has a similar way of expression to the others that the users might interact after. The copy tone is also followed by the visual aspects to support the intriguing style.

The questions are one of the main aspects of the tone of voice of the service. Rather than information delivery, Untold addresses the users with questions to initiate curiosity, and encourage them to think about the story that is mentioned in the marketing channel. Also during the digital service itself, Arun the guide delivers the information in a more conversational way which is asking about the facts and then delivering the information.

Another dimension is the call-to-action. Apart from just initiating curiosity, Untold calls the users to act in a way to take part in the story. Rather than just being a passive part of the story it calls them to actively participate in the story itself.

76

The mystery aspect is handled by giving clues to the users but not revealing what the whole experience includes. It gives enough information to trigger their curiosity and to fairly understand the story, but the details are hidden. Untold also shows visuals cues to engage the users about the mystery, which can be sinister, dark, sci-fi or enigmatic from time to time.

INTERROGATIVE

MYSTERIOUS

INTRIGUING

ENCOURAGING STIMULATING THE ACTION

THE CURIOSITY

MARKETING STRATEGY

The marketing campaign designed for the lauch of Untold is thought to be very direct and interactive in order to grab the users heart and brain for the service.

The strategy includes advertisment both offline and online, on social media.

The generic strategy is to have provocative sentences that trigger the users to know more. The characters displayed and the tag lines give a hint about Untold stories and connect immediately to the users while enjoying the experience. Both offline and online adv will redirect the user to a landing page with the trailer of Untold and the direct link to download the app.

BRAND IDENTITY & MARKETING STRATEGY

Talking about offline channels, posters are placed around the whole city, in particular near the locations of the stories. In this way they will increase the possibility of action. Infact, hrough a QR code users are able to immediatly access the service and experience their first story, even without a profile.

Moving to online channels, we mainly leverage on social media especially on Instagram to reach our main target.

Here, we share engaging posts giving clues about Untold stories and characters. Moreover, by following our Instagram profile, users will benefit the special filter of Untold.

77

Offline | Billboards

78

BRAND IDENTITY & MARKETING STRATEGY

79

80

Online | Instagram

BRAND IDENTITY & MARKETING STRATEGY

81

Mock up of Untold Milano Instagram profile, which represents the most important online channel to communicate with our users.

82

Teaser posts related to Untold stories available around Milan.

BRAND IDENTITY & MARKETING STRATEGY

83

a

b a

FACT SUNDAYS

Posts about unknown places, cultures, habits or theories of Milan and Milanese to surprise our followers. b

TELL YOUR TALE With #TellYourTale posts Untold challenges the users with some hunts around Milan and asks them to share their experiences.

c

BOLDLY TOLD

A series of Instagram stories aiming at involving the audience with quizes, questions and audience polls. d

REVEAL UNTOLD FILTER

Reveal is the Untold Instagram filter that users can save following the account.

84

c

BRAND IDENTITY & MARKETING STRATEGY

c

d

85

6

86

ECONOMIC SUSTAINABILITY

UNTOLD PRICING FOR USERS

Economic sustainability is the challenge of every new service. Moreover, levering on both a B2C (gamified app for users) and B2B[2C] (vouchers, discounts and display model for businesses) mechanism is relevant to understand what is the market and how it can react to Untold.

First of all, by mapping the actual offer in term of city navigation and exploration building innovative experiences. Untold identified a clear market opportunity both in usability-accessibility of the service and in how the experience is tailored for the user. Then, a doubleside platform business model was evaluated to reduce costs but bring value to users, businesses and creators (view next pages).

On the right, the pricing model of Untold is reported to highlight the revenue streams of the service.

Finally, a prevision of the business plan is run on the iPlan software, using an average value for the price - for Milan 2020, 2.99€; Turin and Rome 2022, 3.49€; Naples and Florence 2023, 3.99€ with a 10% growth each semester.

ECONOMIC SUSTAINABILITY

STORY DIRECT UNLOCK IN-APP

STORIES SERIES UNLOCK IN-APP

Users can unlock specific stories in app for few cents.

Second option is to instead unlock a series of stories consecutively an obrain extra rewards at the end.

0.29€ x STORY

4.99€ x SERIES

FOR BUSINESSES DISCOUNT PERCENTAGE

LOCATION ON NAVIGATOR

The only to link a business to a story close-by is a percentage on the final expense of the users

Untold give suggestion about meaningful places during the navigation, perfect for local marketing.

5% x VOUCHER

0.09€ x EXPOSURE

87

COMPETITORS Innovative ways of discovering the city

DRAMATRÀ Città in scena Dramatrà is an association that wants to rediscover the souls of places and make live again forgotten stories, telling the city, its streets, its museums, but also parks, suburbs and industrial realities. To do all this, they use theater, a powerful medium that allows us to create a strong emotional bond with the spaces and the stories told.

88

QUESTO City Exploration Game By following clues and solving puzzles, Questo helps you discover new places around the world while finding out their hidden stories. These are all part of what we call a ‘city game’, a mission of discovery that teleports you inside a fictional story where you’re the main character. Available in +50 cities in 15 countries.

SECRET CITY TRAILS A service to preserve the authenticity of cities and promote awareness of cultural heritage by taking the user on a journey beyond the main tourist attractions.

Wander and find hidden, local, secret and less-known spots, following in the footsteps of local game creators.

SCOPRENDO MILANO Scoprendo is a project that was born in Milan in 2013 with the aim of telling the city between past and present.

They have years of field experience, collaborating with Milanese cultural associations and theatrical performances with a historical theme in collaboration with the History and Narration association

AR and VR applied to cities

MAUA Museo Arte Urbana Aumentata An open-air and diffuse museum outside the center of Milan, which includes over 50 works of street art animated with virtual contents accessible through augmented reality.

ECONOMIC SUSTAINABILITY

CITY CHALLENGE AMSTERDAM An innovative city game with exciting challenge on the most beautiful locations of the city center of Amsterdam. The game is guided by an iPad and played in teams of 2-4 players.

The challenges combine the real and virtual world thanks to the use of techniques like interactive GPS, object recognition and AR.

ADVENTUROUS CO

Adventurous takes families on augmented reality adventures through their neighborhood while interacting with live actors.

YOU ARE LEO

A guided tour to live late 15th century Milan through the eyes of Leonardo Da Vinci thanks to an art historian and an audiovisual virtual reality experience.

89

POSITIONING MAP Discovery services

33

READY TO USE

55

2 2

FOR TOURISTS

FOR LOCALS

44 6 1

8 BOOK IN ADVANCE

90

7

1

DramatrÃ

2

Questo

3

Secret City Trails

4

Scoprendo Milano

Discovery experiences

33

GAMIFIED 7 2 2

5 6

PHYSICAL

5

MAUA

6

City Challenge

7

Adventurous.CO

8

You are Leo

ECONOMIC SUSTAINABILITY

VIRTUAL

1 5 8

4 TRADITIONAL TOUR

91

BUSINESS MODEL CANVAS HOW TO REACH OUR AUDIENCE

Untold works as a double side platform and it offer a value proposition to both users and businesses.

The customer segment, user-wise, is identified mainly in young people willing to discover, explore or deepen their knowledge about the city, not afraid to use the technology as a mean for this purpose and enjoying a quality entertainment and storytelling.

What’s proposed to this segment is to explore the city through a new tool: the AR storytelling. Unlocking geolocated stories the user will be able to move around the city. At the end of each story, she/he will get a discount for a shop nearby, partner of Untold.

Thus, this is the value proposition for businesses.

Pushing them new customers close-by to their brick-andmortar locations to enter and convert their marketing investment. Moreover, businesses can gain in reputation, linking their brand to the city itselft and to an innovative communication tool that foster the growth of digital talents, directly from the universities of the city.

Retrieving the production of the contents from universities and professional schools, Untold is able to cut some relevant costs from the balance sheet.

92

DIGITAL AND SOCIAL MEDIA

WORD OF MOUTH

BRICK AND MORTAR

Followers of mystery, sectets, adventure, storytelling pages (Netflix’s series followers for examples).

Local associations; Local groups; Local guides; Friends invitation; AR Creators friends; University groups

Universities; Cinemas; Libraries; Gaming cafes; Escape rooms; Museums,

Events, gaming and travel blogs.

OUR OFFER TO BUSINESSES BRAND STORYTELLING

LOCAL DISPLAY AND TRAFFIC

IMPROVED LOYALTY

Connect businesses to the city culture, by fostering the development of digital talents from the local universities.

Drive traffic to the story close to a specific location.

Keeping users in the loop with targeted discounts and rewards.

Provid the right offer at the right moment, once your user is already at your door.

KEY PARTNERS

KEY ACTIVITIES

Universities

Scouting stories and locations

Professional Schools

Scouting talents for AR contents

Local communities

Signing partnerships for advertisements and branded contents

Municipality Main partners for vouchers and for ads

Explorative entertainment Know better your city, through augmented reality experiences

KEY RESOURCES Stories and location database

Local businesses

AR designers community Local communities and partnerships

COST STRUCTURE

VALUE PROPOSITION

App

Foster arts and community Give value to local associations, culture, and new artists Local marketing Link the brand to the local space and culture, and gain new customers

App development and maintenance

AR artists selection

Marketing campaigns

Partnerships deals

Employers wages

REVENUE STREAMS

CUSTOMER SEGMENTS

Local explorers who would love to know more about their city City-life commuters who would like to discover new place when they reach the city

Rewards Redeem vouchers from our partnerships

Stories and location scouting and filtering

ECONOMIC SUSTAINABILITY

CUSTOMER RELATIONSHIPS

CHANNELS App Social Media Word Of Mouth (local communities) Brick and Mortar (businesses)

Percentage on redeemed vouchers In-app businesses positioning

New-comers who arrive in the city and need to start a new life Tourists who want to explore in an unexpected way Businesses that want to deepen their culture in the city

In-app purchase to unlock a specific story or a set of stories

93

MARKET Milan as a starting point

Untold will start operating in the main Italian cities, in order to reach as many users as possible per square kilometers. In particular, Untold will start from Milan, the most open city to innovative technology implementation and new services, to pilot the project.

Considering the only urban area of Milan, the population of the city is 1.4 million inhabitants (Istat). The target audience is between 16 to 34 years-old, representing 25% of the population (Eurostat). Then, this cluster was segmented by usage of internet apps on mobile phones, since Untold app will have these features (86% in this age range) (Hootsuite, 2018 Report).

After the desk research, the team developed a quick investigation to possible users. This, in order to assess the interest and the percentage of users willing to pay for the service. 80 users replied to the interview and 70 were on target (excluding the ones living outside the city or not interested in entertainment matters). Of these, 91.4%, rounded to 90%, replied that they would use at least the app sometimes (few times a week/month) defined as general interest.

94

Of them 37.777%, rounded to 37.5% replied that they would use the app often (many times per week/month) defined as extreme interest.

Consequently, to the interested users were asked if they would spend few money in-app and to performe which kind of actions. 82.8% of the testers would spend somehow while using the service. The breakdown of the answers is as follow: [1] 25% would have a premium version (to unlock stories or access extra contents); [2] 17.2% would pay to unlock series of stories to get extra rewards; [3] 15.6% would pay to unlock more stories; [4] 9.4% would purchase a AR cardboard headset to experience the stories more deeply; [5] 7.8% would pay to unlock a specific story; [6] 6.3% would pay to explore extra-contents; [7] 1.6% would pay to personalize their profile/avatar. [8] 17.2% would never spend money.

Clustering the data, based also on the UNTOLD roadmap, 71.9%, rounded to 70%, of users would pay - defined as willing to pay - [1+2+3+5+6] and 28.1%, rounded to 30%, not [4+7+8].

The same process was applied to the other 4 cities.

MILAN » EXAMPLE » 25 » 86 » 90% = 270.000 POTENTIAL MARKET AVAILABLE MARKET SERVED MARKET PENETRATED MARKET

People living in Milan, between 16 and 34 years old, using internet apps on their smartphones and who are interested in entertainment services, in secrets and mysterious stories - general interest

» 37,5% Targeted users of potential market who would use the service often - extreme interest

» up to 100% in 5 years, based on marketing and recognition of the service

» 70% = 65.000 Targeted users of served market who would spend money in-app

ECONOMIC SUSTAINABILITY

95

MARKET

WOULD YOU SPEND MONEY IN-APP AND HOW?

Field research results 80 answers 70 valid profiles.

WOULD YOU USE THE SERVICE?

6

2 HOW MUCH WOULD YOU USE THE SERVICE?

5

4

34.4%

8.6%

65.6%

Yes, I would No, I wouldn’t 96

Many times a week Few times a month

8 3

25.0%

7.8%

17.2%

6.3%

Premium app

91.4%

1

Unlock series

15.6%

Unlock specific Extra contents

1.6%

Unlock more

Avatar/profile

9.4%

17.2%

AR headset

Never pay

MARKET Europe and Italy EUROPE

ITALY

846.000.000

60.500.000

PRE-POTENTIAL MARKET * 25»86»74%

135.000.000

8.400.000

POTENTIAL MARKET 90%

123.000.000

7.690.000

AVAILABLE MARKET 37.5%

46.100.000

2.880.000

field research

desk research

One more funnel was insered, namely the urbanization level - 74%, consider as first the urban clusers.

TOTAL MARKET

Europe population

PENETRATED MARKET 70%

ECONOMIC SUSTAINABILITY

age, tech and urbanization

general interest

extreme interest

32.200.000 willing to pay

Italy population

age, tech and urbanization

general interest

extreme interest

2.016.000

willing to pay

97

MARKET

field research

desk research

City by city breakdown MILAN

TURIN

1.400.000

887.000

PRE-POTENTIAL MARKET 25»86%

301.000

191.000

POTENTIAL MARKET 90%

271.000

172.000

AVAILABLE MARKET 37.5%

101.500

64.500

71.000

45.000

TOTAL MARKET

Milanese population

PENETRATED MARKET 70%

98

age and technology

general interest

extreme interest

willing to pay

Turin population

age and technology

general interest

extreme interest

willing to pay

ROME

NAPLES

FLORENCE

2.873.000

972.000

382.000

618.000

209.000

82.000

556.000

188.000

74.000

208.500

70.500

28.000

146.000

49.500

19.500

Roman population

age and technology

general interest

extreme interest

willing to pay

ECONOMIC SUSTAINABILITY

Naples population

age and technology

general interest

extreme interest

willing to pay

Florence population

age and technology

general interest

extreme interest

willing to pay

99

MARKET A tourism perspective ITALY

MILAN

65.200.000

8.810.000

11.635.000

1.572.000

POTENTIAL MARKET 90%

10.634.000

1.415.000

AVAILABLE MARKET 37.5%

3.988.000

531.000

2.791.000

371.500

field research

desk research

One more funnel was insered, namely the goal of the travel: for leisure or visiting - 83%, excluding travels for work porpuses.

TOTAL MARKET PER YEAR PRE-POTENTIAL MARKET 25»83»86%

PENETRATED MARKET 70%

100

Italy tourists *

age, technology, goal

general interest

extreme interest

willing to pay / year

Milan tourists

age, technology, goal

general interest

extreme interest

willing to pay / year

TURIN

ROME

NAPLES

FLORENCE

3.000.000

15.000.000

7.000.000

11.000.000

750.000

2.677.000

1.249.000

1.963.000

481.000

2.409.000

1.124.000

1.767.000

181.000

903.500

422.000

662.500

126.000

632.000

295.000

464.000

Turin tourists

age, technology, goal

general interest

extreme interest

willing to pay / year ECONOMIC SUSTAINABILITY

Rome tourists

age, technology, goal

general interest

extreme interest

willing to pay / year

Naples tourists

age, technology, goal

general interest

extreme interest

willing to pay / year

Florence tourists

age, technology, goal

general interest

extreme interest

willing to pay

101

MARKET REVENUES Powered by iPlan In the following pages is reported an extract of the Untold case example of business plan, calculated using the iPlan Simplified software.

The results show that the startup will be able to reach the breakeven point in July 2022 with net earnings at

NET EARNINGS [3.7]

102

the end of the 5th year of almost 1.2Mâ‚Ź. The initial investment required to launch the project in instead of about 185.000â‚Ź.

For an in-depth explanation, please refer to the Untold iPlan Case Example document.

NET INCOMES [2.1]

FINANCIAL NEED [1.1]

ECONOMIC SUSTAINABILITY

103

ROADMAP Untold expansion MILAN

2020

2021

January

September

April

September

Set-up of the company, and beginning of the actvities.

Launch and test of the BETA platform with inhouse produced stories.

Launch of the first batch of stories in collaboration with universities.

Release of batch two of stories in collaboration with universities.

1. Stories research [MI]; 2. Sign partnerships with universities; 3. Streamline stories art direction; 4. UX/UI Design 5. Develop the service and app.

1. Sign partnerships with businesses; 2. Follow the process into the universities; 3. Design marketing campaign [MI]; 4. Monitoring usage and app implementation.

1. Stories research [TO+RO]; 2. Sign partnerships with universities; 3. Refine process with universities and businesses.

4. Onboard the two new hire.

1. Sign partnerships with businesses; 2. Design marketing campaign [TO+RO]; 3. Monitoring usage and app implementation.

4. Stories update [MI]

0

5

20

40

104

Stories

Stories

Stories

Stories

TURIN 2022

+

ROME

NAPLES

+

2023

FLORENCE

AN EYE ON EUROPE 2024

April / September

April / September

Launch of the first and second batches of stories in Turin and Rome.

Launch of the first and second batches of stories in Naples and Florence.

1. Stories research [NA+FI]; 2. Sign partnerships with universities and businesses; 3. Design marketing campaign [NA+FI]; 4. Onboard the two new hires.

1. Consolidate the Italian market; 2. Assess expansion in Europe; 3. Plan the full coverage of Italy; 4. Consider the cardboard AR kit.

2025

160

360

720

Stories

ECONOMIC SUSTAINABILITY

Stories

GENOA + BOLOGNA + VENICE

*

*depending on 2024

April / September Launch of the first and second batches of stories in Genoa, Bologna and Venice.

Stories 105

SCUOLA DI DESIGN

MSC IN PSSD A.Y. 2019-2020 FINAL SYNTHESIS STUDIO Better Futures PROFESSORS Alessandro Confetti Marc Garcia Fortuny Paolo Landoni Beatrice Villari TUTORS Silvia Cacciamatta Martina Carraro Huang Li-Ting GROUP OTTO 897286 Riccardo Agosto 908498 Oguz Boz 916114 Marco Da Re 930936 Swareena Joshi 903410 Chiara Lenna 915492 Claudia Massimi

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