an engaging way to keep the right postoure
1
OUR TEAM FEDERICO DE LUCA MARTINA BARRI SRUTHY PADANNAPPURATH XIAOWEN YU
ISSUES
INDEX 1. PRODUCT/SERVICE ANALYSIS Characteristics Market analysis Competitive Advantage 2. DIGITAL POSITIONING Trends, Sentiment & Keywords Target, personas, users End-Benefit USP Values & Advocacy Branding 3. STRATEGY & PROMOTION Goal Concept Duration Media Mix Content Examples
ABSTRACT
CHANGE IS GOOD
Everyday teenagers carry heavy backpacks during their daily activities. Despite the awareness campaigns, the problem of correct posture is real and it is often ignored by families and teenagers. How to make the solution attractive without giving up on style? Postour is an innovative system of maintaining a correct posture that combines materials and ergonomic shapes to the IoT. The goal of Postour is to make the user aware of a greater attention to the position of the spine during daily activities through exercises and interactive games and to ensure greater comfort. The system is designed to adapt to backpacks from 15 to 20 liters. The sensors placed in a pocket on the back of the product allow you to monitor through the app the data collected and eventually correct the user’s posture through inflatable bearings. The bearings deflate automatically by resuming their ergonomic position. The system is inspired
by the systems currently used to detect blood pressure, but is calibrated to provide relief and back support.
4
ABSTRACT
SOSTIENI CHI TI SOSTIENE
Ogni giorno migliaia di adolescenti portano in spalla zaini pesanti durante tutte le loro attività quotidiane. Nonostante le campagne di sensibilizzazione, il problema della corretta postura è reale ed è spesso ignorato da famiglie e adolescenti. Come rendere la soluzione attraente senza rinunciare allo stile? Postour è un innovativo sistema, adattabile alla maggior parte degli zaini in commercio, che monitora la posizione della schiena e corregge la postura dell’utente attraverso cuscinetti gonfiabili. Postour combina materiali e forme ergonomiche con l’IoT per garantire il massimo comfort e qualità. L’obiettivo di Postur è di sensibilizzare l’utente al mantenimento di una posizione corretta della colonna vertebrale durante le attività quotidiane attraverso un sistema intelligente che corregge la posizione, esercizi e giochi interattivi. Il sistema è progettato per adattarsi agli zaini dai 15 ai 20 litri. I sensori collocati in una tasca sul retro del prodotto consentono di monitorare attraverso l’app i dati raccolti e eventualmente correggere la postura dell’utente attraverso i cuscinetti gonfiabili. I cuscinetti si sgonfiano automaticamente riprendendo la loro posizione ergonomica. Il sistema si ispira ai sistemi attualmente utilizzati per rilevare la pressione sanguigna, ma è calibrato per fornire sollievo e supporto alla schiena.
5
1
PRODUCT/SERVICE ANALYSIS
NEVER STOP EXPLORING An engaging way to keep the right postoure
7
THE EXPERT OPINION
PROF. MATTEO CIONI ASSOCIATE PROFESSOR
UNIVERSITÀ DEGLI STUDI DI CATANIA | FARMACOLOGIA SSD: MED/34 - MEDICINA FISICA E RIABILITATIVA
❝ The actual market doesn’t offer solutions able to involve teenagers in the big issue of assuming a proper posture ❞ Extract from interview of 27/11/2017
8
EFFECTS OF BACKPACK ON THE BODY POSITION
NECK AND UPPER BACK
SHOULDERS
LOWER BACK
HIPS
KNEES
9
THE BRIEF
STUDENTS WITH SEDENTARY LIFESTYLE
Our product is designed for teenagers who are not engaged in physical activity. Analyzing the target it emerged that thousands of young people suffer from problems related from bad posture during daily activities. Currently the market does not offer effective tools that involve users. OUR GOAL The goal of Postour is to make young users aware of the benefit of correct posture for the future, through engaging exercises and an intelligent tutor that helps them to improve posture.
10
11
WHY THE NORTH FACE
MATCHES WITH THE VISION OF THE BRAND
The choice of the brand followed the criteria that were defined and modified during the project activity. Postour was created to sensitize adolescents to healthy indoor and outdoor physical activity and to take awareness of the risks due to wrong posture. In choosing the brand we focused on the company’s attention to ergonomics, the impact on the target audience (teenagers) and the interest in technological research and solutions. The North Face is the most consistent choice for the vision of Postoure and shares a common goal: to make people aware of a healthy and fit lifestyle. The North Face represents the most difficult challenges. Postour is the most difficult challenge: to engage and make teenagers aware of postural problems. 90% of times, choosing a backpack depends on the brands. Hence we have decided in partnering with The North Face into bringing out our innovative design to the customers. The North Face focusses on improving the performance of its customers, they want people to be out and exploring the world, motivating people to engage in physical activity. TNF are an international brand focussing on outdoor gear including backpacks. TNF wants to push the limits of innovation and design so that its user can push their limits outdoors. They consider it their responsibility is to make product, protect and empower.
12
OPEN TO TECHNOLOGY AND INNOVATIVE DESIGN TNF is very much interested and is actively trying to bring ground breaking technologies into their products. Examples are their two game changing product lines – Thermoball and Fuseform. Thermoball introduced synthetic insulation mimicking the capability of down. Fuseform revolutionized the manufacturing space as it changed the way technical apparel is produced. These products they have brought to the market with partnerships from other companies like Primaloft. THE NORTH FACE TARGET AND TEENAGERS TNF is focussed on producing outdoor gear for athletic purposes. But many teenagers are very much interested in TNF backpacks and that is undoubtfully one of thier major markets in Italy. The brand is highly popular among teenagers and incorporating a feature focussing on empowering them through right posture is coherent with their above said values.
13
POSTOUR 1.0
OBJECT IN THE CONTEXT
POSITION DETECTION AND BATTERIES TOUCH SENSOR
VELCRO CONNECTION WINGS
20L | BACKPACK BIZ M 2060017A5-841
14
PILLOWS
PRODUCT FRONT SIDE
POCKET FOR ELECTRONICAL COMPONENTS
VIBRATION NOTIFICATION
VELCRO
15
POSTOUR 2.0
OBJECT IN THE CONTEXT
POSITION DETECTION AND BATTERIES TOUCH SENSOR
VELCRO CONNECTION WINGS
INFLATABLE CUSHIONS FOR POSITION CORRECTION
20L | BACKPACK BIZ M 2060017A5-841
16
PILLOWS
PRODUCT BACK SIDE
POCKET FOR ELECTRONICAL COMPONENTS
INFLATION TUBE ELECTRICAL INFLATING PUMP
VELCRO
17
COMPONENTS AND MATERIALS EXPLODED MATERIAL
GROS GRAIN POLYURETHANE FOAM
GROS GRAIN POLYESTER
POLYESTER PP ALVEOLAR POLYESTER POLYESTER
INFLATABLE CUSHION
POLYESTER
18
FUNCTIONING CUSHIONS INFLATION AND DEFLATION
DETECTION WROG POSITION DELAY: 8 MINS
POSTURE CORRECTION BEARING INFLATION
LOW DEFLATION DELAY: 2 MINS
19
PUMP OPERATION
AIR PRESSURE IN INFLATION
The inflation pump is connected to a pressure gauge that detects the pressure exerted by the backpack, and therefore the contents, on the user’s back. When the pressure detected by the device is high, the airflow will be adjusted to maintain correct posture without creating excessive pressure in the lumbar area. The pump is connected to the air chamber through a tube in the back of the backrest. The pump is powered by a 4.8V battery which can be recharged with a USB power cable.
20
21
USER EXPERIENCE
APP, GAME AND SENSORS
1 | PICKING BACKPACK
22
2 | DETECTING WRONG POSITION
3 | SENSORS OPERATION
4 | POSITION C
CORRECTION
5 | DATA ANALYSIS
6 | EXERCISES
7 | SENSORS FOR GAMING
23
ARDUINO
FIRMWARE AND COMMANDS
The variables that allow the system to be set are those highlighted. Changing the values will change, in order, the sensitivity of the touch sensor, the time interval between the detection and correction through the inflation pillows and the tolerances of the angle of inclination.
24
ELECTRONICAL COMPONENTS ARDUINO CIRCUIT
INSIDE POSTOUR
PROXIMITY SENSOR
ELECTRICAL INFLATING PUMP
ACCELEROMETER GYROSCOPE
MICROPROCESSOR
220Ω 1,5MΩ
TOUCH SENSOR
DEMO PROTOTYPE CIRCUIT SYSTEM
25
APP
DATA ANALYSIS AND ENTERTANMENT
The Postour application functions as the interactive platform between the product and the user. Our App is connected to the product using wireless bluetooth technology and it records the activities of the user and sync it. The main function of the application is to act as the posture coach to the user by giving information and alerts on right and wrong postures. The user can once record their personal correct posture and then the app will alert you to achieve the right posture when not in it. The app also alerts when the weight of the backpack is above the users fixed limit. The alert given is through a new and effective technology of pressure exerted on the lower back, which is better than the vibrational alerts. There is a history feature in which all the past posture corrections and datas are organised which makes easier for the user to understand their progress into right posture. The additional and highlight feature of our application is the game. Postour has a game feature which records the small shoulder exercises done wearing postour and this is collected as small music elements which could be used for creating own music mix by the user. This music mix can be shared with the connected social Medias like Instagram and Facebook. Our app is free with the product and the user can receive frequent updates.
POSTOUR
POSTOUR
POSTOUR 26
27
SERVICE POSTOUR BLUEPRINT SERVICE BLUEPRINT POSTOUR
PHASE
Phisical Evidence
#17PSSD INNOVATION STUDIO
BEFORE USING
WHILE USING
AFTER USING
Phone
Backpack
Backpack
Backpack
Phone
Sensors
Sensors
Backpack
Phone
Backpack
Sensors
Phone
Phone
Create an Account
Connect to your backpack
Take backpack
Start to walk
Receive a notification
Continue to walk
Receive a vibration
Change your posture
See daily exercise
Choose exercise
Do exercise
Mix your music
share your music
Pop up/ Notification on Phone
Exercise to follow
Customer Actions line of interaction
Pop up/ Notification on Phone
Visible Contact Employee actions
Social Screen for Share
line of visibility
Invisible Contact Employee Actions
Send email to confirm
Notification for right connection
Registration System
Bluethooth System
line of internal interaction
Support Process
28
Sensor monitors Sensor monitors your activities your activities (and records)
Sensor monitors your activities
Sensor monitors your activities
Social Media Share System
COUSTOMER JOURNEY MAP POSTOUR
29
POSTOUR- CHARACTERISTIC FEATURES
ENGAGING POSTURE COACH EMPOWERING TEENAGERS
EASY TO USE
ENGAGING GAME
Putting the backpack on will automatically detect and start the device, the application would communicate easily with the user through the app.
Not only will it posture coaches you, the Postour is a complete system in which it actively engages you to be a dedicated user. There is a game feature to postour, which can be played using the product and the application records the results, the points gained would let you create your own music mix and share it to the world.
DEDICATED APP The application makes the product complete with its fully functional features. It records your right posture once and alerts when you are in a wrong posture. POSTURE COACHING Once your correct posture is recorded, Postour will take charge and gently remind you to correct posture and make that a habit. NEW PRESSURE ALERT Unlike other posture correctors in the market which use annoying vibrations as alerts, our product uses a gentle pressure given on the lower back which is a more effective reminder.
30
HISTORY Your posture progress can be viewed through this feature, and the online account would let your loved one also see your improvement. BLUETOOTH WIRELESS SYNCING The product and activities are connected wirelessly to the application. SHARE IT WITH THE WORLD The music you create using the application could be easily shared through synced social medias like facebook or instagram.
POSTOUR- CHARACTERISTIC FEATURES
ENGAGING POSTURE COACH EMPOWERING TEENAGERS
EASY TO USE
POSTURE COACHING
BLUETOOTH WIRELESS SYNCING
NEW PRESSURE ALERT
DEDICATED APP
HISTORY
an engaging way to keep the right postoure
ENGAGING GAME
SHARE IT WITH THE WORLD
31
WHY IS POSTURE CORRECTORS THE DIRECT COMPETITORS? BRAND POSITIONING- HEALTH AND FITNESS WEARABLES
Postour is a product system which has a posture corrector and reminder feature and it uses gamification for engaging the user to continue using the product. It is aimed at the teenagers and is incorporated with their daily use product, the backpack. The main function of the product is for improving the posture of the teenagers, hence we can clearly position it as a health and fitness wearable. And further into it, it is used for training the posture, hence the direct competitors could be identified as the other posture correctors in the market. There are two types of posture correctors in the market presently and they are, the traditonal posture braces and a new kind of posture correctors with a product and an application to assist it. So our direct competitors are both these kinds of products. In the category of posture correctors with an App, we have identified Lumo Lift and Upright Go as the two main competitors and in the category of traditional posture braces, Poscure premium and Toros group are two products catering to the young adults.
32
PRODUCT COMPARISION
DIRECT COMPETITORS | POSTURE CORRECTOR Ergonomic
Daily use
Aesthetic
Comfortable
Trendy
Effective reminder
Engaging/ games
UPRIGHT PRO 87 Eur Product description and main functions Portable device connected with App that vibrates everytime one relaxes. Also trackes body habits Main target Working individuals Features Adhesives to fix it Can be used while sitting and slouching the shoulders
Economic
Ergonomic
Daily use
Aesthetic
Comfortable
Trendy
Effective reminder
Engaging/ games
LUMO LIFT 77 Eur Product description and main functions It coaches one to be in right posture, gently reminding with small vibrations when in wrong posture. It also acts as an activity tracker. It can be fixed as a jewelry or stuck on the back of skin and hidden with clothing. It has an App along with it Main target Working individuals Features Magnetic clasp to fix it. Not restricting body movements but works on motivating the user
Economic
33
PRODUCT COMPARISION
DIRECT COMPETITORS | POSTURE CORRECTOR Ergonomic
Daily use
Aesthetic
Comfortable
Trendy
Effective reminder
POSCURE PREMIUM 25 Eur Product description and main functions Traditional posture corrector. Specifically for teenagers and children. Completely invisible under clothing. It can be used upto 40 minutes daily for good posture. Easy to wear and take off. Main target Young adults, children with back problem
Engaging/ games
Economic
Ergonomic
Daily use
Aesthetic
Comfortable
Trendy
Effective reminder
Engaging/ games
Economic
34
TOROS GROUP 33 Eur Product description and main functions Traditional posture corrector. Can be used for rehabilitation after injuries. Prevention of progressive spinal curvature. Best quality Main target Young adults, children with back problem
BRAND COMPARISION
INDIRECT COMPETITORS | BACKPACKS
35
BENCHMARKS
CONFRONTING PRODUCTS
POSTOUR
NORTHFACE BACKPACK WITH POSTOUR
COMPARISON WITH DIRECT COMPETITORS
COMPARISON WITH INDIRECT COMPETITORS The North Face Rodey- 49 Eur, 20L
Ergonomic
Daily use
Aesthetic
Comfortable
Trendy
Effective reminder
Engaging/ games
Economic
36
Ergonomic
Daily use
Aesthetic
Comfortable
Trendy
Utility
Construction
Economic
CUSTOMERS OPINIONS OF COMPETITORS REVIEWS AND COMMENTS
“This product is not the least effective, and not very comfortable.” - Mary “Very poor quality, cheap plastic backing. Might pay $2 for it.” - Micheal
*These datas come from Amazon.com
37
VISION OF THE COMPANY ADVERTISING OR RISK?
REALITY FROM THE CUSTOMER POINT OF VIEW BAD FEEDBACK = BAD ADVERTISING
38
COMPETITORS SOCIAL MEDIA STRATEGY INSTAGRAM SETTING
EASTPAK CATALOGUE SETTING
PATAGONIA VISION SETTING
HERSCHEL CATALOGUE SETTING
39
EASTPAK
SOCIAL MEDIA STRATEGY
EASTPAK CATALOGUE SETTING
40
Eastpak uses social channels (Facebook and Instagram) to advertise its products through images and videos. In this case, social networks are not used as a tool for sharing brand experiences and vision, but as a catalog. The potential of social networks is not exploited and is deductible from the number of views and shares for a large-scale brand.
HERSCHEL
SOCIAL MEDIA STRATEGY
HERSCHEL CATALOGUE SETTING
Herschel uses social channels to promote new collections and events in its stores. However, even in this case the user is not involved in the company’s vision. The social vector remains conceived as a passive and non-customized advertising tool.
41
PATAGONIA
SOCIAL MEDIA STRATEGY
PATAGONIA VISION SETTING
42
Patagonia has a strong brand identity. Its founder has given great meaning to the brand that fully represents its vision. Patagonia does not need to talk about its products, the focus is on adventure and nature and remains in stores, on the website and on social media. Through the adventure Patagonia involves its customers offering an exciting immersion in its world. Patagonia is the company closest to the vision of The North Face, also as a way to communicate its brand.
THE NORTH FACE
SOCIAL MEDIA STRATEGY
THE NORTH FACE VISION SETTING
PAYOFF, WEBSITE LINK
CONTEXT AND SPONSORS ADVENTURES
EXPERIENCES VIDEOS
43
COMPETITIVE ADVANTAGE
DIRECT COMPETITORS | POSTURE CORRECTOR
Our product POSTOUR is an ergonomic part of a backpack which can be used as a posture coach and guide you through right posture by engaging you thoroughly through the games proposed. From the market analysis we have found that the two categories of direct competitors for our product are the ones with the application and the traditional posture correctors. The traditional posture correctors are a good bet economically and it is strict in its function of reminding the wearer about the posture due to its restrictions. Hence it is not popular among children and teenagers. Whereas the more trendy posture correctors are like Lumo Lift, the one with a product and application associated with it. Even these competitors fail to engage the users into continuous patronage. This is the competitive advantage of our product Postour. Postour has a really developed system in which the customers would be engaging in captivating games which is a huge competive advantage for postour over its direct competitors. Not restricting body movements but works on motivating the user.
44
an engaging way to keep the right postoure
2
DIGITAL POSITIONING
NEVER STOP EXPLORING An engaging way to keep the right postoure
46
TRENDS ANDSENTIMENTS SENTIMENTS TRENDS AND
“POSTURE CORRECTOR” IN GOOGLE TREND When we search “posture corrector” in google trend
Interest over time 100 75 50 25
13 Jan2013
13 Jul 2014
10 Jul 2016
Related queries 1.Lumo lift
2.Posturx personal posture corrector 3.Diy posture corrector 4.Posture corrector do they work 5.Posture correctore lazada
6.Vibrationg posture corrector
7.Dreamproducts.com magnetic posture corrector
8.Posture corrector with breathable silky weave 9.Magnetic posture corrector 10.Royal posture
9 Jul 2017
KEYWORDS 11.Posture corrector amazon 12.Posture corrector uk 13.Neck posture corrector 14.Best posture corrector
15.Back support belt
16.Shoulder posture corrector
17.Spine corrector
18.Shoulder brace 19.Best posture corrector brace 20.Better back
# POSTURE CORRECTOR # POSTURE REMINDER # BACK SUPPORT # SPIN CORRECTOR # BREATHABLES MATERIAL # FUNNY # HIGHTECH
47
SENTIMENTS
“POSTURE CORRECTOR” IN SOCIAL MEDIA
48
TARGET
MARKETING TARGET | COMMUNICATING TARGET In order to define the personas and users, for doing an effective promotional strategy, the targets were clearly defined, namely the marketing target and the communicating target.
PARENT 35-50 years old
TEENAGER 13-19 years old
These are the main targets who would be buying our product which would include the primary users. In our case these would be the teenagers (13- 19) and their parents (35-50). They are the marketing target. Other than the marketing target, there is the communicating target. These could be friends, relatives or online influencers like vloggers, bloggers or instagrammers. These influencers are people who try the product themselves and after trying posts their reviews out for public to view. They are people who have recognition as the advisers in their respective fields and thier reviews are considered as expert advices. They have accuired trust and respect from people so thier advice would lead in buying the product.
49
TARGET
MARKETING TARGET | COMMUNICATING TARGET The communicating target includes all the above said marketing target and also these includes expert doctors, fitness trainers and also athletes/ actors or idols who have earned respect of the teenagers who are our main target.
DOCTORS / FITNESS TRAINERS 25-70 years old
PARENT 35-50 years old
FRINEDS / RELATIVE 20-35 years old
INFLUENCERS 18-40 years old 50
TEENAGER 13-19 years old
CLUSTERS After defining the targets, these targets could be more elaborated into clusters, these were done by observing the influencers and closely and defining their characteristics. These clusters helps in defining the personas abd our users.
DOCTOR 70 years old, Male
FITNESS TRAINER 27 years old, Male
PARENT 35 years old, Female
FRINEDS / RELATIVE 22 years old, Female
YOUTUBER 26 years old, Man
BLOGGER 21 years old, Man
ATHLETE 32 years old, Man
TEENAGER 16 years old, Boy 51
PERSONAS AND USERS PRIMARY PERSONAS
52
SECONDARY PERSONAS
PARENT - CLAUDIA THE SMART MOTHER 35 years old
DOCTOR - MATTEO THE EXPERT 70 years old
FRIEND / RELATIVE - SERENA FRIEND / RELATIVE 22 years old
YOUTUBER - WILLWOSH VLOGGER 26 years old
TEENAGER - PAOLO THE IDLE TEEN 16 years old
BLOGGER - GIULIO THE BLOGGER 21 years old
ATHLETE - RICCARDO THE HIKER 32 years old
TRAINER - ROBERTO THE FITNESS TRAINER 27 years old
USER NEEDS General interviews of a sample of 108 people (facebook survey and direct interviews with experts in the sector) highlight some specific requests and their importance for the users and for specialized in that field. Their specific tools must increase the egangement, the awareness and the comfort during the daily activities.
SPECIFIC AID PERFORMANCES
AFFORDANCE / ERGONOMICS
ENGAGEMENT / ENTERTAINMENT
physiotherapists, orthopedists and shop assistants
BRAND IDENTITY
users
53
USER ONLINE HABITS
ONLINE/PHYSICAL SHOPS
ONLINE / OFFINE MAGAZINES
ONLINE FEEDBACKS SOCIAL MEDIA
OTHERS SELLERS GOOGLE
PEER/PARENTS COMMUNITIES
How do they get informations about the products
54
Who they usually trust in descision-making process
TRENDS OF TEENAGERS USER ONLINE HABITS
95%
of teenager have a social media account
7-13
the hours that teenagers spend on internet every day
Snapchat & Instagram the most important social networks for teenagers
55
TRENDS OF PARENTS USER ONLINE HABITS
35%
of online users are adults.
3-5
the hours that parents spend on internet every day
the most used social network for adults Sources: http://www.giovannicappellotto.it/2198WW-cresce-il-numero-di-adulti-che-usano-i-social-networks/ http://www.adnkronos.com/salute/ https://www.wired.it/internet/social-network/social-network-adolescenti/ http://www.corriere.it/tecnologia/social/
56
PAOLO REBORA
PRIMARY PERSONAS
#HOME #GAMES #RELAX #MUSIC #INTERNET #FAMILY #COMFORT
SOCIAL
• Leggo • Milano Today • La Gazzetta dello Sport
• Salvatore Aranzulla • Play Station Forum • Tech Insider
• Instagram • Facebook • Snapchat • Whatsapp
DECISION-MAKING FACTORS
USER NEEDS
❝ When I come back from school I always have a backache. ❞
BLOGS / WEBZINES
• To be entertained • Time for relax • Experimenting with new experiences • Doing physical activities • Healthy lifestyle • To be social
FRUSTRATIONS
HIGH SCHOOL STUDENT AGE 16 CORSICO, MI
NEWSPAPERS
• Doing physical activities • Losing the contration • Pains from wrong posture • No free time • Parents control • To be Moody
BIOGRAPHY
CHANNELS
THE IDLE TEEN
Paolo is a lazy and homely high school student. His world is technology and videogames: he rarely leaves home, only if he is motivated or obliged, like going to school. Like many of his peers, Paolo feels the pressure of his parents and he often wants to escape from their control. Paolo loves music and it helps him to concentrate during his works. He is a technology enthusiast and is constantly informed about the latest news.
Price > Aesthetics > Functionality > Quality > Ergonomics Incentive Fear Achievement Growth Power Social Internet Software Mobile Apps
57
CLAUDIA AZZALINI
PRIMARY PERSONAS
#MOTHER #WORK #PLANNING #E-COMMERCE #CURIOSITY #EXPLORATION #HEALTH #MUSIC
58
• Il Corriere Web • Forum al femminile • Tech Insider
USER NEEDS
❝ Raising children is difficult because you can not control their bad habits ❞
• Vanity Fair • Il Sole 24 Ore • Altroconsumo
BLOGS / WEBZINES
• Take care of her children • Preventing illness • Reading • Doing physical activities • Healthy diet • Health of his children
• Bad habits of her children • Not being able to control her children • Unhealthy life • Educating children • No free time • Choosing the best for her family
BIOGRAPHY
INSURANCE CONSULTANT AGE 39 SESTO S. GIOVANNI, MI
NEWSPAPERS
FRUSTRATIONS
CHANNELS
THE SMART MOTHER
SOCIAL • Facebook
(Private Groups with schoolmates mothers)
• Youtube
DECISION-MAKING FACTORS Quality > Ergonomics > Price > Functionality > Aesthetics Incentive Fear Achievement Growth Power Social Internet Software Mobile Apps
Claudia is a working mom whose job does not allow her to stay with her children most of the time during the day. Claudia is a mother who wants to raise her children in a healthy way and wants to prevent the bad habits of her children. She is a great reader and is always interested in learning about the latest technological innovations and following trends of the moment.
DR. MATTEO CIONI
SECONDARY PERSONAS
#LABORATORY #SCIENCE #INNOVATION #RESEARCH #CURIOSITY #PROGRESS #HEALTH
• BiomeTech • Medici Italia • Brand website
SOCIAL • Facebook
(Private Groups with students or about inovations)
• Linkedln
DECISION-MAKING FACTORS
USER NEEDS
❝ The actual market doesn’t offer solutions able to involve teenagers in the big issue of assuming a proper posture ❞
• Corriere della Sera • Europa Medico-Physica • Clinical Biomechanics
BLOGS / WEBZINES
• Doing deep research • Feeling gratified • Improving himself • Doing physical activities • Healthy life • Keeping in touch with patientes
FRUSTRATIONS
PROFESSOR AND ORTHOPEDIST AGE 70 CATANIA
NEWSPAPERS
• Dissatisfied patients • Unmotivated students • Unhealthy life • Lag behind technology • Breaking his routine • Italian bureaucracy
BIOGRAPHY
CHANNELS
THE SPECIALIST
Professor Matteo Cioni is deeply tied to his work, to which he has dedicated his entire life. He loves research and progress, collaborates with internationally renowned magazines and follows his patients on a daily basis. Professor Cioni is an honest person who comforts patients suffering from serious diseases but is always cautious in his diagnosis. During his work he collaborates with bioengineers to develop technologies that improve the lives of his patients. His agenda is always full of commitments and rarely has time to devote to himself.
Functionality > Quality > Ergonomics > Price > Aesthetics Incentive Fear Achievement Growth Power Social Internet Software Mobile Apps
59
ROBERTO FERRARI
SECONDARY PERSONAS
#SPORT #PHYSICALS ACTIVITIES #HEALTHY LIFESTYLE #CHALLENGE #AWARENESS #RESEARCH #IMPROVEMENT
60
SOCIAL
• Men’s Fitness • Health
• Personal Trainer • Virginactive.com • Workout Blog
• Facebook • Instagram • Whatsapp
DECISION-MAKING FACTORS
USER NEEDS
❝ Push your limits ❞
BLOGS / WEBZINES
• Doing sport / training • Healthy diet • Improving himself • Healthy lifestyle • Following trend • Experience new sport accesories
FRUSTRATIONS
PERSONAL TRAINER AGE 27 MILANO
NEWSPAPERS
• To be a terrible personal trainer • To be out of form • Unhealthy lifestyle • Lag behind technology • Breaking his routine • Change sport equipments
BIOGRAPHY
CHANNELS
THE TRAINER
Roberto is a personal trainer who lives and works in Milan. He works at a wellknown chain of gyms and spas. Before being a personal trainer, Roberto is a passionate sportsman, who does not lose updates on the latest news launched on the market. His research is done on social platforms through instagram and on fitness webzine. He loves to buy and test the products and if he finds himself well, he usually advises friends and customers. Roberto follows a healthy lifestyle and through social networks, he has an influence on his followers.
Quality > Functionality > Price > Aesthetics > Ergonomics Incentive Fear Achievement Growth Power Social Internet Software Mobile Apps
WILLWOSH
SECONDARY PERSONAS
#VIDEO #ENTERTAINMENT #REVIEWS #FUN #TRAVELING #CURIOSITY #SOCIAL #FOLLOWERS #HASHTAG
• Wired • Pirati in viaggio
SOCIAL • Facebook • Youtube • Instagram • Snapchat
DECISION-MAKING FACTORS
USER NEEDS
❝ Internet gives, internet takes away ❞
• Corriere della Sera • Vogue • Vanity Fair
BLOGS / WEBZINES
• To be uptdated on trend • Following trend • Improving himself • To be fit • To be social • Stay always connected
FRUSTRATIONS
YOUTUBER - VLOGGER AGE 26 ROMA
NEWSPAPERS
• To be out of trend • Losing followers • Unhealthy life • Lag behind technology • To be monotonous • Illness
BIOGRAPHY
CHANNELS
THE YOUTUBER
Willwoosh is a youtuber famous for his funny videos reviewing new products on the market. Having fun with his followers requires preparation and study for being always original and never repetitive. Many companies contact him to sponsor their products, but this choice is not always positive: Willwoosh is a bold and sincere, if something does not satisfy him, he is ruthless. His curiosity pushes him to launch new experiences while remaining faithful to his followers. Mens sana in corpore sano: Willwosh does not give up the physical activity that practices with routine between one video and the other.
Functionality > Quality > Ergonomics > Price > Aesthetics Incentive Fear Achievement Growth Power Social Internet Software Mobile Apps
61
SERENA CRISPI
SECONDARY PERSONAS
#STUDY #RESEARCH #HEALTHY LIFESTYLE #MUSIC #AWARENESS #DESIGN #ROUTINE
62
• Domus • La Repubblica • Leggo
• Grafigata • Wired • Tech Design
SOCIAL • Youtube • Instagram • Pinterest • Tumblr
DECISION-MAKING FACTORS
USER NEEDS
❝ Knowledge is a language with ever new words ❞
BLOGS / WEBZINES
• Comfort zone • Healthy diet • Improving herself • Healthy lifestyle • Going to exhibitions and events • Experiencing new accesories
FRUSTRATIONS
UNIVERITY STUDENT AGE 22 MILANO
NEWSPAPERS
• Wasting time • Illness and pains • Lag behind technology • Breaking his routine • Not being satisfied • Wasting money
BIOGRAPHY
CHANNELS
THE FRIEND / RELATIVE
Serena is a very active university student. The discipline she studies does not give her much free time, so she has to plan her days accurately. During the free time Serena loves to participate in cultural activities and events in which to meet new people and see new products. Serena occasionally works as an assistant at an architectural studio. Serena is quite active on social media and often shares events and posts dedicated to her passions with her friends and relatives.
Aesthetics > Functionality > Quality > Price > Ergonomics Incentive Fear Achievement Growth Power Social Internet Software Mobile Apps
GULIO MARTINI
SECONDARY PERSONAS
#BLOG #MUSIC #REVIEWS #TOOLS #HASHTAG #DISCOVERY #SOCIAL #FOLLOWERS #SUGGESTIONS
SOCIAL
• Djulio.com • Ondalternativa.it • Impattosonoro.it
• Facebook • Youtube • Instagram • Snapchat
DECISION-MAKING FACTORS
USER NEEDS
❝ With music, any activity becomes a pleasant experience ❞
• Rolling Stones • Bologna Oggi
BLOGS / WEBZINES
• Listening/play music • Following trend • Growing popularity • Discover new experiences • To be social • Stay always connected
FRUSTRATIONS
BLOGGER AGE 21 BOLOGNA
NEWSPAPERS
• Losing followers • Planning activities • Routine • To be monotonous • To be out of trend • Waiting for a new album
BIOGRAPHY
CHANNELS
THE BLOGGER
Giulio is a young passionate blogger in the world of music. This passion prompted him to open a music blog during high school that has enjoyed considerable success among his peers and older people who share his passion. The peculiarity of Giulio’s blog is that in addition to reviewing new albums in an engaging and fun way, new accessories and products related to the musical world are reviewed. This guarantees to his followers new contents and the opinion of the expert before the purchase. He leads a sedentary life and moves just to wipe out necessary commissions.
Functionality > Ergonomics > Price > Quality > Aesthetics Incentive Fear Achievement Growth Power Social Internet Software Mobile Apps
63
RICCARDO STECHER
SECONDARY PERSONAS
#SPORT #SPIRIT #HEALTHY LIFESTYLE #MUSIC #ACHIEVEMENT #NATURE #HEALTHY DIET #CHALLENGE
64
SOCIAL
• Meteo.it • National Geographics • Kickstarter.com
• Youtube • Instagram • Facebook
DECISION-MAKING FACTORS
USER NEEDS
❝ Outdoor physical activity is the catharsis of the soul ❞
• La Gazzetta dello Sport • La Repubblica • L’Adige
BLOGS / WEBZINES
• New achievement • To be planned • Improving himself • Healthy lifestyle • To be in contact with nature • Experiencing new challenges
FRUSTRATIONS
ENTREPRENEUR (€€) AGE 32 BOLZANO
NEWSPAPERS
• Stay at home • Time wasting • To be sedentary • Washing clothes after sport activities • Not being satisfied • Charging smartphone batteries
BIOGRAPHY
CHANNELS
THE HIKER
Riccardo is a lover of outdoor physical activity and of the place where he lives. Every morning he wakes up at dawn to go walking in the mountains before going to work on his business. Riccardo is a reserved and not very sociable person, he loves being alone and in contact with nature. His passion is the long walks in the mountains equipped with his backpack with the bare minimum. He loves health and takes care of himself. He collects sports accessories that he buys after a careful review of the reviews and comparing different products.
Ergonomics > Functionality > Quality > Price > Aesthetics Incentive Fear Achievement Growth Power Social Internet Software Mobile Apps
USERS Studying the user behaviour is a good way to develop an effective promotional strategy for our product. Users describe the behaviour and expectations of the personas related to a certain digital system in a specific context and for a specific period of time. Every personas could be translated into as many users as required as per the user scenarios in question.
65
USERS
SOURCES AND INSPIRATIONS
In the social media platforms life facebook, we could see several posts regarding posture correctors, here are a few sources of inspirations for defining the users and personas.
66
Several posts from influencers could be found in the social medias.
USERS
SOURCES AND INSPIRATIONS
The posts connected to our other competitor also revolved around the posts by influencers mainly.
It could be found while researching that the people who liked our competitor liked pages in facebook like Ted, Udemy which are all self education programs among the most common.
67
USER ANALYSIS
USER NEEDS AND CONVERSION GOALS
68
USER NEEDS
FEATURES
TOUCH POINTS
CONVERSION
Buy a cool backpack Would like some IOT features in it.
A posture corrector which is affordable and comfortable for thier teenager
Facebook E commerce / amazon/ The North Face website Review blogs
Purchase Postour through amazon/ The North Face website
Wanting their kids to not have back problems in the future
A posture corrector which is comfortable for their teenager
Facebook E commerce / amazon/ The North Face website Review blogs
Purchase the product, sign up, be notified about progress of their child through the online account.
A worth for money posture corrector or reminder
Should make the teenager wear it on a daily basis
Product website Facebook page Instagram
Notifications on the engaging games updated by the backpack user in instagram frequently
Captivating games that is interesting
A game which lets you produce own music by combining beats.
Application Instagram Snapchat
Play the exercise video and check for updates. The number of times the exercise video is played through the app.
Easy sharing with friends the cool music created by themselves
Converting to small music file and sharing it online
Application Instagram Snapchat
Use the commonly used hashtag and upload the created music on Instagram and snapchat.
Express their product opinion to the world
Rating for the app and comments
Application Instagram Product website
Rate the application Comment with hashtag in instagram Give review and feedback on the website
END BENEFIT
WHY SHOULD PEOPLE LISTEN?
Postour is to be marketed in the category of health and fitness wearables and the main competitors identified are the posture corrector devices, the ones with an application along with it and the traditional posture corrector braces. The new posture corrector devices with application is far ahead of the traditional posture corrector braces because it is not really restricting the bodily movement of the user but only trying to remind and coach the user into developing a habit of better posture. But there is no motivation or engagement of the user for prolonged use of the product. The interest would fade out. That is the difference of these products from Postour. Postour not only acts as a posture correcting coach, by romptly reminding the user to develop the habit of good posture, but also it engages the user through gamification. The game part or app and system part of the product will make sure the user is having fun using the product and also let them share their progress to the social media through the music they create as part of the game. This ensures the continous patronage of its users and actually promoting the healthy habit of good posture in the young adults while they grow into adulthood.
USP Empowering teenagers to have right posture by engaging them through gamification.
69
BRAND VALUES AND ADVOCACY HOW SHOULD PEOPLE PERCEIVE POSTOUR?
ENGAGE
EMPOWER
The North Face was built on the love for exploration and hence Postour as a product from The North Face wants their user to explore their possibilites in using the product and engage them thoroughly while using it. The product is aimed at teenagers and we want them to be involved and interested in the product and engage them so that they develop the good habit of better posture into their adult life.
The North Face wants to connect more people to spent time outdoors and having a better physical health through better posture is empowering the youth. It is an awareness towards their better fitness and wellbeing. Postour from The North Face considers it their responsibility to empower the youth into having a better lifestyle through good posture.
70
BRAND VALUES AND ADVOCACY HOW SHOULD PEOPLE PERCEIVE POSTOUR?
Postour by the north face should be perceived as a brand that is concerned of the healthy lifestyle of its user, to develop a generation of healthier beings, a socially responsible brand, not just as a commercial brand.
PROTECT
INNOVATE
The North Face considers it their responsibility to protect their environment and so Postour would be made with sustainably concious choice of materials. The idea is to have a healthier planet and protect our planet.
The North Fawce is a brand that has its own research and development wing. Their ideal is to challenge self and bring out the best self. They consider it their responsibility to bring innovative and groud breaking ideas to engage, empower and protect. 71
BRANDING
MISSION, VISION, PROMISE
MISSION
VISION
PROMISE
The mission of Postour by The North Face is to empower the youth by cultivating a healthier lifestyle in them starting from making the habit of a better posture in a fun way.
A world where more younger generation are engaged in a healthier lifestyle and working for a healthier environment.
Younger generation to develop a healthy posture into their adulthood
72
BRANDING LOGO
Posture combines the extreme challenges that the brand represents with the everyday challenges that the product want to tackle. As analyzed the social media section, TNF is a brand that talks through sports, challenges and sponsors. The product is never displayed directly but rather becomes a part of the scenery and indirectly represents the task of achieving the challenge. The North Face product is placed in the extreme contexts of life or death adventures, where the user brings with him TNF as a means to survive. Thus Postour fits into everyday challenges and becomes an indispensable object of comfort for the user.
COLOR: #EC7953 73
3
STRATEGY AND PROMOTION
NEVER STOP EXPLORING An engaging way to keep the right postoure
75
GOAL
STRATEGY AND PROMOTION
The online presence of our direct competitors like Lumo Lift and Upright Go are very meagre especially in the social media like Facebook and Instagram. We would like to increase the brand awareness online and also make a campaign for developing healthy posture habit from the young adults. We would like to develop ourselves in the social network as a brand promoting healthy lifestyle in a fun and engaging way. We would want the gamification part of our service as the channel for connecting to more young users. The campaign should be concentrated on increasing the brand presence in social media and as a brand interested in the good health of its users.
76
CONCEPT
MOODBOARD
77
DURATION
STRATEGY AND PROMOTION
Our main target is young adults and so we have choosen to start our product campaign from the beginning of summer, the reason being, this is the time the vacations start and the targeted users would be more free and this is the time they develop the decision of buying what backpack for their next academic year which would be from Sept/ Oct. Also we have decided the summer is the best time for sponsoring outdoor events and promoting non profit organizations as a PR strategy. The incentives like giftcards for promoting earned media, in our case giftcards for sharing best music mix created through our app could start from a month after the product reaches the market to 5 months from then.
Initial Brand Awareness last over 1 year
In this the presence should be felt through the commonly used social media platforms and also as advertisements.
1 Year
1.5 years to 2 year
Making a strong presence in the commonly used social medias. Updating the Postour application has to be done and the new features should be shared by the users themselves.
In general the promotion duration of a brand depends on the location and type of people we are catering to and the kind of product that is being promoted.For our product we have considered two kinds of duration.
3 Year
78
Promoting Brand Values And Advocacy
DURATION
STRATEGY AND PROMOTION 7
July
8
Aug
9
Sep
10
Oct
11
Nov
12
Dec
1
Jan
2
Feb
3
March
4
April
5
May
6
June
Website
Promotional Video
Paid AD Online
Social Media Pages Update
Giftcards For Music
Funding Non Profits For Sustainability
Sponsoring Outdoor Events
79
MEDIA MIX OWNED
TNF website
EARNED
Google ads
Product review blogs
Ads online
Youtube reviews
Giftcards
Hashtags, instagram feeds
TNF official pages on social media
Ads on social media
Review post on facebook, instagram
TNF blogneverstopexploring.com
Funding non profits for sustainability casuese
Brand review blogs
TNF Youtube channel
Sponsoring outdoor events
Youtube reviews
Zappos website
80
PAID
ebags website
WEB MARKETING
SOCIAL MEDIA STRATEGY
DIGITAL PR
PROMOTIONAL VIDEO
COHERENCE, LANGUAGE AND CHALLENGES
Posture combines the extreme challenges that the brand represents with the everyday challenges that the product want to tackle. As analyzed the social media section, TNF is a brand that talks through sports, challenges and sponsors. The product is never displayed directly but rather becomes a part of the scenery and indirectly represents the task of achieving the challenge. The video captures the user’s attention towards a mysterious daily challenge. The North Face product is placed in the extreme contexts of life or death adventures, where the user brings with him TNF as a means to survive. Thus Postour fits into everyday challenges and becomes an indispensable object of comfort for the user.
EXTREME AND DAILY CHALLENGES
81
SOCIAL MEDIA PROMOTION
As seen in chapter 1, The North Face, as Patagonia is a brand focused on the vision that highlights the contexts rather than the products. On social networks, nature, sponsors and health become the focus of marketing campaigns. The product becomes part of the scenography and not the object.
Instagram is not used as a catalog of photos of products, but experiences, challenges of the most courageous sponsors are collected like a diary.
82
EARNED MEDIA
ADVERTISING, EVENTS, BLOGS
DOCTORS / SPECIALISTS
STUDENTS / PUBLIC
FOLLOWERS / READERS
Professor Cioni consults scientific journals to keep up to date and get to know new technological innovations.
Serena watches video-reviews of her favourite vlogger. An opportunity to discover new products and new experiences.
Claudia follows some pages on technology and innovation on social networks. Through youtube she knows new products and can share her interests.
83
OWNED MEDIA
WEBSITE, EVENTS, STORES
ATHLETES / HIKERS
INFLUENCERS / BLOGGERS
TEENAGERS / CUSTOMERS
Professor Cioni consults scientific journals to keep up to date and get to know new technological innovations.
Willwosh participates in TNF exhibitions. An opportunity to discover new experiences and to get some materials for his vlog.
Paolo visits TNF Store in the freetime and he searches for a product that matches with his interest.
84
THE NORTH FACE CATALOG PRODUCT DETAILS
85
NEVER STOP EXPLORING An engaging way to keep the right postoure
86