TRANSITIONING HOMES
1
MarĂa Alejandra Icaza Paredes Kushal Karwa Shreeprasanna Kottakota Juanita LondoĂąo Castillo Nanthitha Shanmuhasundaram
Process Book: The local culture of transitioning homes IDUS 711: Methods of Contextual Research Professor: Kwela Hermmans Savannah College of Art & Design Fall 2017
TRANSITIONING HOMES
“We keep moving forward, opening new doors, and doing new things, because we’re curious and curiosity keeps leading us down new paths” Walt Disney
5
Introduction
07
TO DO C H E C K L I S T · CO N T E N T
07_INTRODUCTION
SECONDARY RESEARCH
22_
24 26 28 30 34 36 40 44 48 50 52
Buzz Reports Popular Media Scan Key Facts Innovation Sourcebook Keywords Bibliometrics Ten types of Innovation Framework Trend Matrix Convergence Map Initial Opportunity Map Offering-Activity-Culture Map Intent Statement
PRIMARY RESEARCH
54_ 56 66 · · 82 · · · ·
Observation Cultural Probe Process Data collected Interviews Card Sorting Stakeholder Map Eras Mapping Video Ethnography
7
100_AFFINITIZING 102 110 114 116 118 120 120 124 128
Yellows
138 140 144
Service Blueprint Pictures Business model
Blues Pinks Greens Concepts Affinitizing of concepts Affinitizing of concepts to greens
150_CONCLUSIONS 201
Conclusions
Trends Affinitizing concepts/green to trends
130
132_PROPOSAL
Tools
156_BIBLIOGRAPHY 156
Bibliography and references
9
MEET THE DREAM TEAM
We are a team of five graduate students from various ma jors and countries, who collaborated to highlight and bring out the culture of transitioning homes. We stem from the ma jors of Design Management, Industrial Design, Graphic Design, Architecture and Luxury and Fashion Management, that provided us with a wealth of knowledge to address problems from different approaches. We have combined our efforts to ethnographically research on the culture of Transitioning Homes in the beautiful city of Savannah.
Kushal Karwa Shreeprasanna Kottakota Juanita LondoĂąo Castillo Maria Alejandra Paredes Nanthitha Shanmuhasundaram
11
INTRO_ INTRODUCTION
13
Transitioning homes is the process of moving from one home to a new location in pursuit of building a better life or fulfilling a curiosity. This process can be stressful and fun at the same time depending on the assistance available from third party businesses. From having cost effective movers to houses, safety systems, schools and variety of food, everything plays a hand in ensuring the incoming individuals feel convenient and welcomed into a new city. We desired to work on transitioning homes to create a better transitioning experience for students and other individuals who are and will move to in and out of Savannah. Thus, we performed an ethnographic research into the culture of transitioning homes in Savannah.
15
This
all the reasons for a decision. Knowing that when
ethnographic research using various tools and
we moved here we faced mixed emotions of joy and
methods. This book breaks down different aspects
anxiousness, we thought through and planned the
involved in moving in and out of Savannah by
process of moving and executed it. However, the
exercising the tools to bring out the voice of the
difficulties we faced while and after transitioning
users. The use of secondary and primary research
to Savannah generated a curiosity in us to see
followed by affinitization of concepts and trends
if we can minimize or eliminate few prominent
illuminates the culture of transitioning in Savannah
issues. Hence, we chose our topic “Culture of
and the issues experience by its residents.
Transitioning Homes in Savannah”. The idea of moving creates multiple lines of thoughts and emotions that lead to different actions. And using ethnography we can question both, thought and feeling of the masses, before gathering insights on our data. We understand it is important to observe and learn customers’ habits, nature and lifestyle along with their opinions through ethnographic research.
process
book
illustrates
the
basics
of
CO N T E X T UA L R E S E A R C H
Human’s nature to think, feel and act summarizes
17
REFLECTIONS Methods of Contextual Research experience: “Methods of Contextual Research is a course that teaches you to be open minded, accept wherever the data takes you, to never assume anything, and to not approach a subject with preconceived ideas of what might be found. Throughout the weeks we learned different strategies to gather and analyze data. These methods have proven successful in finding veracious and untampered information. In the future, the tools learned in this training course can be applied to any design project on the initial stages to truly identify the product that needs to be developed, for whom it is intended and the tasks it should fulfill�.
19
Nice to meet you_
COOKING & CHATING
Our first exercise as a team was to meet and cook something together. As three of us are from India we shared a typical dish called Pav Bha ji with guacamole and tacos.
21
Secondary RESEARCH
A secondary research enables us to perceive the current situation of the world around us. It gives us context and allows us to possibly predict new growing areas in a sector. Opportunities for innovation are clearer once this research has been made and our initial hypotheses can be formed. On this stage we are finding the direction and extent that the research and exploration will need. This strategy showed us that there is a large amount of people moving to Savannah and yet their accommodation and needs are not being considered among the top priorities of the city.
23
BUZZ REPORTS It is a method of collecting and sharing information about the latest buzz from a wide array of sources. This method was adopted as secondary research to learn the buzz that goes on around the world that catches everyone’s attention. The platforms researched on are new broadcasts, websites, television broadcasts, technology reviews, and lectures posted on Ted. Few of the buzzes we heard of where from question answer platforms such as Yelp and Quora.
The popular buzzes were about: - The launch of new iPhone and the features it might include. - Safety watches that bought in new features. - Apps for healthy eating and living. - Savannah film festival and its guests. - The music festival in Savannah. - Possibility of emotional robots. - Buzz of university campuses constantly installing camera’s and upgrading security systems. - The new Indian restaurant that is opening up on Broughton. - The Bull Street Taco that opened up on Bull street. - Driver-less cars and their performance and testings. - Baby Boomers not moving out of their existing family houses due to expensive smaller homes. Which is creating lack of supply for younger generation to move in and start a family. - Bad road infrastructure in Savannah.
25
POPULAR MEDIA SCAN From the beginning of this process, we used popular media to keep the group up to date on all transitioning news. This allowed us to keep up with the on goings around Savannah. We identified broad topics related to the project and seek out information. We looked for patterns and interesting topics and summarized our findings, looking for opportunity areas of innovation and influence the initial statement.
27
KEY FACTS These are concise pieces of information from credible sources that indicate about transitioning. The information was organized by type and relevancy. The key facts are like starting points, indicating where to go, find additional information.
TOPIC
SUB TOPIC
RELEVANCY
Transitioning Home
Factor
More people left Savannah than moved to it
Type Relevant Factor
Plenty of jobs
Factor
Related
Moving to Savannah means more bang for your buck
Factor
Most Affordable Cities to Retire
Factor
Population percentage change
SCAD Demographics
Faculty and students number
Relevant
DATA TYPE Opinion
KEY FACTS
SOURCE
Syrian well to do family found themselves in the warzone Savannah Magazine during Darayya Massacre.They lost many relatives to this war.They moved to Jordan, and based on their refugee status, the United Nations called in July 2015 to ask if the Mahmouds would like to immigrate to America. They accepted the invitation and moved to Savannah
FURTHER RESEARCH Are there more people who faced this situation and were moved to Savannah?
Opinion Census report shows more people left during 2007- Savannah News Statistical 2011. Net migration data from that period show 18,574 Savannah Now people left the county, including 11,288 to a different state, compared to 15,645 who decided to take up residency here, which includes 8,995 from other states. Another 1,423 people moved here from abroad.Reason could be weakening of the economy and recession. According to the Georgia Department of Labor, the Opinion unemployment rate for the Coastal Georgia area is only Georgia Coast Homes Statistical 4.6%. There are lots of major employers that make moving to Savannah a distinct possibility.Since the main economy here is tourism there are tons of restaurants, retail stores, and tour companies that always seem to need people.
What's the current status of migration withing the county, to other states and Savannah?
Related
Opinion
The number of people who moved to Savannah after retirement in 20122017
Related
Opinion
Homes for sale in Savannah are some of the most Georgia Coast Homes affordable in the nation. You can actually still find a starter home in the suburbs with highly rated schools for less than $200,000. Savannah is in the 9th position on the Simple Dollar’s list of the most affordable cities to Compiled a list of 200 cities that are popular retirement The Simple Dollar destinations, based on ratings and reviews given by Forbes, U.S. News and World Report,Huffington Post, and other sources. Measured affordability of the top cities to retire in by looking at median house prices, average rent of a onebedroom apartment and a cost of living index, which considers housing, utilities, groceries, transportation, and healthcare. Considered climate, access to cultural activities and amenities, and natural resources and landscape.
Related
Statistical
How much of this percentage is migration?
Relevant
Statistical
Population in 2010 - 136,963. United States Centre Population in 2016 - 146,763 Bureau Population percentage change is 7.2% Faculty to student ratio is 1:19. Faculty with terminal SCAD Fact Book degree in full time is 434 and part time is 115. Enrollment every year is 10,000 ( includes grad, undergrad, transfer) for 1-4 years. Active alumni living in Georgia is 11,217. (Info incudes Savannah, Atlanta, Hong Kong campus)
Faculty of SCAD living in Savannah Number of SCAD students in Savannah
29
INNOVATION SOURCEBOOK The Innovation Sourcebook is a compilation of different offerings, companies or people that have an innovative perspective on design and will serve as inspiration to the team throughout the research process. Included in the book are crucial details of the innovation like who developed it, a short description of what it is and the strategic advantage that was created. Organized to allow easy access to the information, it is possible to compare and contrast the innovations on this compilation or use them as a reference for possible strategies to adopt.
CATEGORY
NAME
ORGANIZATION/ OFFERING
Airbnb
ORGANIZATION/ OFFERING
Blackboard
ORGANIZATION/ OFFERING
OFFERING
ORGANIZATION/ OFFERING
eRetirements
Google Maps
Houzz
DESCRIPTION
STRATEGIC ADVANTAGE
Alternate service to rent a property for a set amount of time managed by the owner of the property.
This service introduced a brand new way of temporary residence for travelers or users transitioning homes. New category in the market competing with hotels, hostels, etc.
Education technology that offers solutions to schools and institutions around the world.
Gives access to top of the line education to students who might not be able to receive it on site.
List of top places to retire.
Users are able to look for specific locations, browse around the site, take a test to get suggested areas or read through reviews.
Map with location of stores, restaurants, schools, supermarkets, hospitals, airports, etc.
Users can search for specific destinations, places near their locations of a particular category, create customs routes, and receive up to date reports on traffic, opening hours, reviews or others
Online platform for home remodeling and design where homeowners and professionals work collaboratively.
Collaboration between stores, professionals, homeowners; an established community where users can provide their services, find help, and complete their remodeling projects.
31
33
KEY WORDS In order to develop our list of key words we combined the information found by each of the team members during the secondary research. For this process each of us shared the most commonly used words and then discussed around them. Through this we started to identify trending topics and most common terms used during online research about Savannah.
schools
size & spread
parks & beaches
clean
SAV
adventure neighbourhood
transport
35
convenience for elederly
videos/ websites health care friendly
safe
blogs
outdoor activities
especial travel convenience events authentic weather Savannah shopping night & & leisure day life
TEN TYPES OF INNOVATION FRAMEWORKS Transitioning home is a wide area where individuals look at numerous aspects in a place from job, housing, schools to hang out locations. Thus, any innovation that directly targets consumers as end-users is accounted in our list. Using the ten types of Innovation Frameworks we mapped out the innovations within anything that falls under our topic perimeter.
Business Model: Business model innovation is a wonderful thing. At its simplest, it demands neither new technologies nor the creation of brand-new markets. Currently the popular businesses are: 1. Google created a disruptive advertisement platform in the form of search list. Its Android software is another technology that helped companies like Samsung to produce its high functional and low cost devises. 2. Amazon is a serial inventor of both disruptive and incremental innovation from its billion-dollar subscription model, kindle e-reading platform to the web service business. 3. Airbnb innovated a model that leverages existing houses to provide service and make money. Networking: brands such as Amway and Airbnb make their income through connections crafted between customers, the company and the suppliers. Both these companies use existing customers to gain new customers. Enabling process: Based on the article “Using data to lead design� we understood that business create their personalized role isolation for successful communication in the structure from customer to developer. Therefore, it isn’t known to the individuals outside the business.
37
Core process: Housing industry is capitalizing on online
Channel: The distribution channels are successful
sales through apps like Houzz, Hotpad where the core process is to provide all the data and connection between owners and customers. While the food industry has apps like uberEats to deliver food.
and innovative in fields like renting and movers service. However, other industries seem to be lagging.
Product performance: Moving is a tedious process and all the brands are trying to make it more convenient, quick and cost effective with an added moving or first time packages. Apps that have everything about a place to buy and rent is prominent currently along with travel. Safety apps are consistently entering the market. Product system: Instore and online content are cohesive with a strong link and all the data is available on an App for easy access. Lack of systems creation is evident due to no connection between moving here and the process that follows after that. Service: Apps and safety technologies trump currently. Facetime and social media allows families and friends to keep in touch. Thus, this is the most thriving innovation.
Brand: Apple is a brand innovation since facetime allows to keep in touch with family using a single button. Brand innovations are lacking in the food and travel industry. Customer experience: the experience of not having to do anything after first step of picking companies to help move. The experience of checking on customers after service or product is provided.
TEN TYPED OF INNOVATION FRAMEWORK Business Model
Networking
Enabling Process
Core Process
Product Performance
Product System
Service
Channel
Brand
Customer Experience
Minimal/None
Some Activity
39 Moderate Activity
Frequent Activity
Nonstop Activity
TRENDS MATRIX Trends Matrix of Savannah represents the summary of real estate market and the rise in the market prices as Savannah has been a tourist attraction. Depicting the demographics of Savannah and the crime ratio will help spread the information to the transitioners of Savannah.
Real Estate Date for Savannah Median Sales Price in Savannah Median sales price
Number of sales
41
Median Rent in Savannah Median rent
Number of rentals
Demographic of Savannah Population Statistics for Savannah
37% SINGLE RESIDENT
57% HOME OWNERS
Commute Savannah Commute type in Savannah
36 MEDIAN AGE
$39,527 MEDIAN HOUSEHOLD INCOME
29% COLLEGE EDUCATED
Crime data in Savannah Theft, assault, burglary, arrest, vandalism
6,637
COUNTS OF THEFT
2,722
COUNTS OF ASSAULT
1,008
COUNTS OF BURGLARY
873
COUNTS OF ARREST
517
COUNTS OF VANDALISM
43
CONVERGENCE MAP Based on the information collected through the secondary research we elaborated a convergence map. The map was a helpful tool to visualize and understand the data being researched and how it intertwines. While working on this map we were able to identify the three main reasons why people transition to Savannah. Later in the process, and through the primary research, we found more.
45
47
INITIAL OPPORTUNITY MAP Innovation opportunities related to the theme being researched are selected and later organized in a 2x2 map. This map uses two axes strategically chosen to best suit the data, in this case we are comparing cost and location of said innovations. This map revealed where there was an opportunity space to potentially develop a product or service, it also answers the question of where to concentrate the research efforts.
INITIAL OPPORTUNITIES
SATISFACTORY AMOUNT OF INFORMATION AND RELEVANT SUGGESTIONS
BLOGS TRAVEL INFORMATION SITES
INFORMATIVE BOOTHS ALTERNATIVE BOOKING OF STAYS
LIMITED ACCESS TO INFORMATION AVAILABLE THROUGH TRADITIONAL LOCAL MEDIA (newspaper, magazines, TV, radio)
REAL ESTATE
WHERE
HOW MUCH
LOCAL EVENTS AND ACTIVITIES
REAL ESTATE
OPPORTUNITY SPACE
BOOKING A STAY
LOCAL EVENTS AND ACTIVITIES UNLIMITED ACCESS TO INFORMATION AVAILABLE THROUGH TRADITIONAL MEDIA AND ONLINE (trad media, online search engine, and social media)
pERMANENT/ TEMPORARY LIVING
OPPORTUNITY SPACE
COMMERCIALS
ADS
UNSATISFACTORY AMOUNT OF INFORMATION AND LITTLE TO NO SUGGESTIONS
BUZZ REPORTS
49
OFFERING - ACTIVITY CULTURE MAP The Offering - Activity - Culture map allows to map and understand how the user interacts with spaces and the variety of activities and cultural factors that surround him.
vacations uncertainty
read
retirement get prepared
get informed
TRANSITIONING HOME
studies
compare activities/ culture in research SAV
word of mouth ask around
set a budget
offering visit
activities
cultural factors
evaluate
blogs, videos, websites
51
INTENT STATEMENT
Our intent statement is based on our secondary research and our data led us to the understanding that there does exist a problem in the transitioning experience of individuals in and out of Savannah. Thus, our customers are every individual or family moving in and out of the city of Savannah. We wanted to address their needs during the process and create a convenient and happy experience and reduce anxiety. The opportunities that we foresaw were in the field of information providing. However, it altered as we went through our primary research process. The risks are everyone has different experience and different needs while moving and to create a general criteria to meet most of the needs is important.
53
Primary RESEARCH
After secondary research and the creation of our intent statement we stepped into the primary research phase. We employed methods such as observations and interviews, and tools such as image sorting, video ethnography, shadowing and artifactual analysis to gather first hand data on the lifestyle, habits and feelings of the transitioners. This part of the book will take you in detail through these processes.
55
The observation process started by practicing how to observe. We visited some of the most popular tourist spots in Savannah including Foxy Loxy Cafe and Leopold’s ice cream. Then, we moved to observe the top stores that transitioners visit to get everyday goods and finish their transition process: Home Depot, Target, Whole Foods and Kroger. Finally, we observed student transitioners in their homes.
OBSERVATION
57
59
REFLECTIONS Observation and interviews in Leopold’s Ice Cream Shop “I could have gathered a lot of information if I had approached the costumers, specially the couple that sat with me at Leopold’s. Sharing the interview’s process with my teammates, specially with Prasanna helped me understand and gain confidence on how to approach people for interviews”.
61
SMALL INTERVIEWS During the observation process we interacted with users and potential transitioners. This allowed us to practice small interviews that enriched the context of our observations
63
REFLECTIONS How to interact with interviewees: “Something I really liked and only realized until I’ve done it was that, for the artifact analysis, I didn’t approach my roommates asking them directly to show me their valuable objects for a project about transitioning homes. I just approached them as a friend who was curious about their things and that made them less biased on what to show/share with me”.
65
For our Cultural Probe we got inspired by the beautiful and colorful house around Savannah. We created an interactive board where the participants had to pick 3 chips and throw them through the door of the house that described some of the hardest situations they experienced while transitioning to Savannah
CULTURAL PROBE
67
69
DATA COLLECTED
1.31%
6.59% 6.59%
5.26%
76 Respondents 19.73%
15-25 years
60.52%
26-35 years 36-45 years 46-55 years 56-65 years 66+ years
Not Feeling Safe
Poor Road Infrastructure
Lack of Employment
Missing Family
76 total participants 9 difficulties faced
Poor House Infrastructure
15-25 years
Difficulty Moving Around Savannah
26-35 years 36-45 years 46-55 years
Issues with Shop Hours
56-65 years 66+ years
Poor Delivery System
Difficult to Search for Houses
0
10
20
30
40
50
71
DATA COLLECTED
17.50%
5.12%
6.57% Feeling Safe Road Infrastructure
8.76% Employment House Infrastructure
137 responses 14.60%
Feeling Homesick Moving Around Savannah Shop Hours Delivery House Search
10.95% 8.03% 8.03% 20.44%
25.53%
8.51%
10.64% Feeling Safe Road Infrastructure Employment
10.64% House Infrastructure
47 responses
Feeling Homesick Moving Around Savannah Shop Hours
4.25%
Delivery House Search
12.76% 12.76% 8.51% 6.38%
73
DATA COLLECTED
8.33%
16.67%
25.00% Feeling Safe Road Infrastructure Employment House Infrastructure
12 responses
Feeling Homesick Moving Around Savannah Shop Hours Delivery
16.67%
8.33% 8.33% 16.67%
House Search
12.50%
6.25% 12.50% Feeling Safe
6.25%
Road Infrastructure Employment
6.25%
House Infrastructure
16 responses
Feeling Homesick Moving Around Savannah Shop Hours Delivery
18.75%
37.5%
House Search
75
DATA COLLECTED
28.57%
7.14%
Feeling Safe Road Infrastructure
21.43%
Employment House Infrastructure
14 responses
Feeling Homesick Moving Around Savannah Shop Hours
7.14%
Delivery House Search
14.29%
21.43%
58.54% 9.75% 2.44%
29.27%
41 Responses for not feeling safe
77
15-25 years 26-35 years 36-45 years 46-55 years 56-65 years 66+ years
DATA COLLECTED
44% 8%
24%
25 Responses for lack of employment
8%
15-25 years
16%
26-35 years 36-45 years 46-55 years 56-65 years 66+ years
8.70%
26.08%
23 Responses for feeling home sick
79
15-25 years
65.22%
26-35 years 36-45 years 46-55 years 56-65 years 66+ years
DATA COLLECTED
8.33% 5.56%
8.33%
77.78%
36 Responses for poor road infrastructure
15-25 years 26-35 years 36-45 years 46-55 years 56-65 years 66+ years
81
We decided to interview people in locations where people usually go to after transitioning and also in SCAD campus. Questions about their initial experiences when they moved to the city, what to do they like about the city, what they dislike and the results were interesting. There were similarities between the interviewees responses. They predominantly move here for education, employment, retirement and family which further led us to research about their experiences.
INTERVIEWS
83
INTERVIEWS & ARTIFACT ANALYSIS We also had the chance to visit some of our interviewees homes and shared a special moment with them while they showed us the objects and belongings they brought from home.
85
ERBO Erbo is a MFA Film&Television student at SCAD. She is 22 years old and transitioned from China to Savannah during the fall. She shared with us some of her most valuable objects, including her collection of Lolita dresses, plushies and comics from her favorite TV serie, comfy shoes and the Chinese traditional food she buys in Savannah’s Chinese Market to feel closer home.
87
MANUELA Manuela is a BFA Industrial Design transfer student at SCAD. She is 20 years old and transitioned from Bogota, Colombia to Savannah during the fall. She shared with us some of her most valuable objects, including her family and friends photos, favorite blanket, quotes and stories about her transition to Savannah and being evacuated to Atlanta.
89
YUE Yue is a MFA Urban Design student at SCAD. She is 22 years old and transitioned from Yangzhou, China to Savannah during the fall. She shared with us some of her stories and opinions about being in Savannah and how the transitioning process has been a big challenge for her, specially because of the language and cultural change.
91
• How you felt about moving away from home: “I think it´s amazing and I have more challenges but it’s good for me”.
• Quick story/fun moment: “Seeing the rainbow this few days that’s been raining or me cooking for the first time and finding out it is delicious”.
• What’s the hardest thing of having transition to SAV: “Maybe the language. I just feel maybe someone just don´t understand what I mean and they misunderstand. I can´t express my feelings correctly. I don´t know the cities rules so I make mistakes”.
• Do you like SAV? Why?: “Yes. I love the people, they are lively, relax, and they are not in a rush the whole time. This is a touristic city so everyone looks happy so they make me happy”.
• Happiest memory so far in SAV: “My sister visiting and taking me to shop and travel around”.
• Would you change anything from the experience so far: “ISSO test. I wish I had done better”.
• Saddest memory so far in SAV: My advisor didn’t reply my email so I haven´t been able to register my next quarter classes. I’m worried // Missing the bus. I had to go to class and I missed it so I had to walk and I was late for 5 minutes.
• If you could repack your bag here, what would you bring different (leave or pack): “Off course!!! I would take/pack so many food and medicines. I would not take so many clothes. Maybe learn some cooking skills from my father, he’s a chef”.
YUE — Interview
93
CARD SORTING & VIDEO ETHNOGRAPHY Interviews were conducted mixing the tools of video ethnography and image sorting. Video ethnography captures all details of the interview, even those ignored by the interviewer at the time and allowing also for later revisiting of the tape to get a deeper analysis of it. Image sorting gives the interviewee a visual tool to express their opinions regarding a specific theme. A collection of images related to transitioning homes specifically focused on safety and transportation on Savannah were given and they were asked to sort them from those places that made them feel least to most safe and their preferred methods of transportation. Interviewees were also asked to walk us through their thought process by speaking their minds out loud.
95
STAKEHOLDERS DIAGRAM A diagram was developed to distinguish and categorize important stakeholders that would present interesting perspectives related to the theme of transitioning homes. They were organized by level of importance, locating the most important interviewees on the center and spreading outwards.
tourists locals moving back home students (scad) OFFICE of isso OFFICE of scad transport & security business owners
EMPLOYEES WORKING IN SAVANNAH (gulfstream) Chatham County Public Works Department Chatham Metropolitan Police Department partners & families uber/lyft drivers relatives/families
retirees
97
SINGLE
COUPLES
RETIREMENT
BE MANAGER OF A BUSINESS
BUSINESS
LOCALS
COME BACK
STAKEHOLDERS LANGUAGE GULFSTREAM
STUDIES
WORK JOB OPPORTUNITY
SINGLE
UNIVERSITY SCAD
FAMILY STUDENT
PROFESSOR
START OWN BUSINESS OPPORTUNITY
99
Affinitizing PROCESS
101
YELLOWS The first stage of affinitization was to cluster all our data points based on intuition. As a group we wrote nearly 480 individual data on to yellow sticky notes. These data points were from our secondary and primary research. With everything written down, we went through four rounds of affinitization. During the process of affinitization we remain quiet when we clustered data points in a group so as to not influence other group members. At first, we struggle to find a rhythm but as we moved through the second round of yellow affinitization we began to trust the process a bit more. We become more specific with groupings and in the end, we gathered 480 data sets with all the yellow post its.
103
ROUND 1·
105
ROUND 2·
107
ROUND 3·
109
BLUES After several long hours of grouping the data points, we assigned headers to our yellow data clusters using blue notes. The 480 blue insights are detailed descriptions of each and every data point under one cluster and addresses the emotion under each point. The blues are very important insights since they are written in the voice of the user. We did not make an effort to define concepts at this point. We only attempted to make sense of the data and waited to see where it takes us.
111
REFLECTIONS How to make the affinitizing process easier: “We developed a system where we underlined the key words or concepts on the post-its we were clustering. Then we used those words as a guide to write the new post-its for the next stage, for example from yellow to blue�
113
PINKS The pink notes filter our data into more generalized representation of the blue groupings. These are written in the voice of the user as well. We affinitized 40 pink sticky notes, twice to group the pinks together based on similarities and move on to the next step of the process.
115
GREENS We now assign headers to the pink notes using green notes. These further distill our data into abstracts describing themes. This is where the process becomes strenuous, it is difficult to organize so many different categories of data into cohesive groups without force-fitting and the ones which are left out become the outliers After much deliberation, we are able to refine results of our data into the voice of the user into 18 groups.
117
CONCEPTS
119
AFFINITIZING CONCEPTS
121
AFFINITIZING CONCEPTS TO GREENS When 250 concepts are put in the table, a strategy needs to be taken in order to find a pattern between them, categorize and analyze them. The way to do this is by clustering and identifying the one common idea behind them all and writing it on a post-it on top of the cluster. Finding the affinity between them is challenging but once it has been done one can identify clear ideas instead of loosely developed concepts.
123
TRENDS
125
127
AFFINITIZING CONCEPTS+GREENS TO TRENDS
129
AFFINITIZING OFFERINGS
131
Final Offering THE HEART STUDIO
133
“And the danger is that in this move toward new horizons and far directions, that I may lose what I have now, and not find anything except loneliness.” —Syl via Plath, The Unabridged Journals of Syl via Plath
Emotion is a ma jor aspect of human nature. It instigates our actions both knowingly and unknowingly. The same way our data led us to one of the most important insights that, individuals miss home and the characteristics affiliated with it during most of the activities they perform. Even in the datasets with points on safety or need for basic necessities or even shopping needs, had a ma jor part of missing something from back home or a memory that they want to cherish. They miss food and places, certain aesthetic that remind them of home, and an emotional companion during hours of anxiety and stress. After undertaking both primary and secondary research followed by affinitization we finalized our offering “The Heart Studio”. This is to reduce the problem of homesickness, anxiety and work pressure of families and transitioners to and from Savannah.
135
Service business: Our offering is to create a service business, where we help families and friends with lack of time or lack of
Customization: Another additional service that is included in the package is the customization service. Apart from the artifacts sent
design knowledge to create a surprise for their loved ones. This offering is a box that will contain precious and irreplaceable artifacts sent by the loved ones for the transitioner. This box can contain anything the family wants to send such as, pictures that we have to organize and present creatively, precious or memorable physical artifacts couriered to us from the families or friends and anything they want.
by the family we customize little useable tools based on the origin and end location of the package. We also include the artifact package and gift box package shipping and handling cost in the package. The shipping industry would come and pick up the package from the sender’s house and it will be handled safely till reaching the transitioner.
Subscription model: Another version is to create a subscription package where we create three to four categories to ship per quarter. One would be a “things you left behind package”, which would be arranged by us at the request of the families. After a while “a settling down package” that would consist of things the transitioner might need for their house. The “progress package” which would consist of small memories from home. Finally “The stress free package” will include anything the loved one knows will reduce the transitioners stress, something to let him/her know that they are not alone.
137
prepare to say goodbye
make the decision
question, explore, recognize, accept
receive surprise
homesickness
before during get ready for transitioning
settle in
transition
get adapted to new relation after grief
get adapted to new relation
transitioner — ACTIONS
Front stage what the user gets to see & experience get informed of the transition
prepare to say goodbye
get adapted to new relation after grief
get adapted to new relation before
help the transitioner get ready
send/provide material for the making
prepare surprise
during
miss and embrace
understand the transition
keep in contact
organize and select surprise content
family, friends and loved ones — ACTIONS
BRAND AWARENESS PLAN*
make info available through different channels website, aliances, etc
process order: what, where, who how, when
design process for the order
pack & send
before
during
service — ACTIONS
Back stage
receive an order via email/website
organize extras (objects, food, etc sent with the rest of the gifts)
receive info/ material personalization
process, understand the value behind the gift
what the user doesn’t get to see BRAND AWARENESS PLAN*
web design, user experience
personalization & design system/process
*Transport alliances: UPS, Fedex
inspiration, ideation Design process
before
internal service — SUPPORT PROCESSES
during alliance with carrier/ deliver system AND-OR website platform to upload material
*Stores alliance: Amazon, Target, etc
w
g after
wait for the transitioner to get surprised
loved ones & service — CONTACT
after
service & support processes — CONTACT
after
Transitioning Homes — The Heart Studio
transitioner & loved ones — CONTACT
Service Blueprint
after
139
141
143
BUSINESS MODEL This is an enterprise model of our offering. The model addresses the cost and revenue structure of our business, the resources both internal and external, our value proposition, our key partners and activities. This model is a summarization of our business and how it will function.
145
OFFERINGS 2x2 After the data gathered had been analyzed, some offerings were proposed answering issues faced by people during their transition to Savannah. Said offerings were later distributed on a 2x2 diagram with two axes comparing cost and the period of time it would take to develop the idea. This diagram allowed us to define the most feasible and promising offerings of all those being proposed.
PRESENT
12
8
5
9
1 4
7
11
10
6
2
3 CHEAP
EXPENSIVE
147
13 14
15
FUTURISTIC
1. INFO APP 2. FAMILY & FRIENDS AR 3. RE-PLAN WEEKLY FOOD DELIVERY 4. LAWS & REGULATION INTERFACE 5. ONLINE STARTUP COLLAB PLATFORM 6. MEMORY ARTIFACTS 7. DELIVERY & INFO APP 8. SAVANNAH INFO APP 9. SAVANNAH CHAT ROOM 10. COMMUNITY COOKING 11. LIGHT UP SAVANNAH 12. HOME COOKED MEALS 13. EAR GEAR LAWS & REGULATIONS 14. FOLLOW ME SAFETY CAMERAS 15. EYE GEAR DATABASE
VENN DIAGRAM Data points collected during primary and secondary research were written down on yellow post-it notes and affinitized by clustering common elements. On each of these clusters a common phrase which truly expressed the essence of the data inside was written; we call this True Blues and it is a blue post-it that becomes the defining element of the cluster. Later on, these blue post-its were affinitized turning them into Pinks and finally after affinitizing those too we got Greens. Greens are the User-Generated Data, that combined with the Concepts, which introduce a slight intervention of the designer, and the Trends allow the designer to propose Offerings (the intersection of all three).
24
USER-GENERATED DATA
CONCEPTS
149
TRENDS
Conclusions
151
Human centered design is an important research method which uses ethnographic research to understand and hear the customers voice and how they feel and think. In this book we have used both secondary and primary research using different tools to gain key knowledge on the culture of transitioning homes in and out of Savannah. The research led us to the data points that was affinitized along with adding stages like trends and concepts in between. This led us to our key insight on transitioners and their families having anxiety and homesickness during their transitioning process. Thus, we devised an offering that caters to solve this issue. The offering is a box with real artifacts from family members and a little customization based on where the transitioners originally are from.
153
155
Bibliography
157
https://hbr.org/2013/12/the-three-most-innovative-
https://www.inc.com/theupsstore/the-anatomy-of-a-great-
companies-of-2013
shipping-program.html
https://www.fastcompany.com/most-innovativecompanies/2015
http://www.innovationmanagement.se/imtool-articles/acompelling-example-of-business-model-innovation-finfrockindustries/
https://www.forbes.com/forbes/welcome/?toURL=https:// www.forbes.com/sites/shamahyder/2016/02/08/10innovative-companies-to-watch-in-2016/&refURL=&referrer =#548588e97178
http://kokoon.squarespace.com http://www.businessinsider.com/most-innovative-besthomes-2016-12
https://mlmcompanies.org/best/ http://smallbusiness.chron.com/examples-company-highlyeffective-value-network-12804.html https://hbr.org/2007/01/how-leaders-create-and-usenetworks https://www.forbes.com/sites/ michellegreenwald/2014/12/11/11-of-the-bestsmartestmostinteresting-strategic-brand-partnerships-of2014/#585160ac38f8
http://www.staysavannahvacationrentals.com/adultattractions/ http://www.staysavannahvacationrentals.com/adultattractions/ https://www.entrepreneur.com/article/286683# http://study.com/academy/lesson/process-innovation-typesexamples.html
https://www.cnbc.com/2017/09/23/baby-boomers-resist-selling-homes-helping-keep-prices-high-and-inventory-low.html https://www.forbes.com/sites/samanthasharf/2017/01/03/housing-outlook-2017-eight-predictions-from-theexperts/#1f9bc5517fa0 https://www.numbeo.com/cost-of-living/compare_cities. jsp?country1=United+States&city1=Savannah%2C+GA&country2=United+States&city2=Miami%2C+FL http://www.svigals.com/project/norwalk-community-college-schwab-center-for-information-technology/ http://www.asumag.com/securitylifesafety/emerging-trends http://fortune.com/2016/12/29/real-estate-trends-2017-2/ http://www.freddiemac.com/research/insight/20161116_trends_shaping_housing.html https://www.safewise.com/blog/top-safety-wearable-products-for-seniors/ https://www.factslides.com/s-Sustainable-Development http://techbuzzes.com/2017/08/the-24-best-iphone-apps-to-download-now/
159
161