‘‘From inspiration to implementation.’’
AIESEC Youth Culture Platform
Design Brief
Inspiration
Refinement Concept
Applause
g n i l l y Te
r o t S C N E S O I T AIE cation A C I F I i l C p E p P A S N G I S E D
Prototypes
AIESEC Youth Culture Platform Design Brief
Background AIESEC is looking to engage 1 million young people online in the 2012-2013 term.
- To enable more young people to experience AIESEC experiential leadership development platform by creating more entry points/ touch points with the organisation. - To add additional value to the offering of the AIESEC Xp and our core leadership and exchange programmes. - To increase AIESEC’s brand positioning amongst our key stakeholders: primarily young people aged18 -24. - AIESEC is keen to pilot activities that push our reach beyond traditional geographical boundaries and physical activity constraints. - We ultimately want to see more young people taking an integrated leadership experience with AIESEC.
Brief Create an online platform that engages young people around world issues & cultural awareness. The challenge should align with AIESEC’s core philosophy (The AIESEC Way) and organisational values. Platform Criteria: Based on an analysis of other successful youth platforms we have a set of criteria that need to be met to ensure success. Criteria User-generated content User ranking system Social media integration
Description The content is driven by the users and not the AIESEC office Enable user rating of content to identify popular content Enable easy sharing of information across popular social media channels
AIESEC Youth Culture Platform Design Brief Criteria Gamified elements Premium Access
Description There needs to be an element of ‘fun’ to the platform to encourage content creation Incentives for multiple entries and returning visitors to the platform
Cause driven
There should be a cause behind the initiative - i.e. core purpose that has a finite time limit.
Data Capture
Gather key data on visitors: name, email, age, country. AIESECer/Non-AIESECer
Separate Brand
The platform can be an initiative ‘powered-by’ AIESEC.
The platform should have 1000 entries (interactions) The challenge should be viewed by 50,000 people. 2000 of the users on the application should also register further interest in AIESEC using our Global ORS system.
Outcome The outcome of the platform project should be a collection of stories from different regions from across the world. It should be a fluid platform where the users define the quality of the content. It should allow young people to share their experiences of different cultures and allow both people who are passionate about traveling and people who have never travelled to connect and have interactions. Minimum content required: 5 stories per entity (approx. 550) from AIESEC network to give the platform enough content for external promotion. Countries should be able to use this platform as a marketing tool.
AIESEC Youth Culture Platform Design Brief
Target audience Our primary target audience is in the 18-21 age range but is not exclusive to this age group. Please see the attached document containing customer personas which detail 4 profiles of people that we would like to interact with the platform.
AIESEC Youth Culture Platform Design Brief
Pain Points
Want to contribute to youth opinion Want to travel but are limited by fears, social restraints (money, time). Some aspire to be like their role models and some have no role models to speak of - they lack a path to follow. Want an opportunity to represent youth either in their own country or other wise.
AIESEC Youth Culture Platform Design Brief
Adobe Youth Voices
Voices of Youth
We Day
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Platform for young people to identify the world issues that are important to them and then have a contribution through stories or blog posts.
Competitors | Benchmarking
Youth movement that aims for young people to start their own initiatives for positive social impact. Have strong online presence through their ‘donate to charity’ sign up model.
AIESEC Youth Culture Platform Design Brief
UNAOC Youth
Open IDEO
Facebook Stories
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Youth movement driven by UN as an initiative to connect young people across borders.
Online challenge application to enable codesign of solutions to some of the worlds most pressing challenges.
Initiative by facebook to track friendships across the world and also to show how people are using facebook to achieve extraordinary things.
Please see in addendum a list of other websites researched as a part of designing the specification.
Competitors | Benchmarking
AIESEC Youth Culture Platform Concept Development
Design Brief
This is a two phase development project to build a storytelling platform that relates to cultural awareness.
Phase 1: Prototype This will be a mock prototype of some of the features of the online application and will be a key testing ground for the pilot application. The prototype will run on Word Press blog software. The prototype will provide two key outputs: 1.It will be a source of content for the phase 2 application 2.It will build an online community to support the launch of the application in phase 2.
Phase 2: Pilot application The second phase of the project will be putting the features tested (in the initial ‘blog’ format) into a complete web application. The need for a web application is to provide the functionality and feature requirements that have been defined as a necessity for the project. These features are detailed below. Note: Key metrics are being developed for phase 1 and should we not receive the required level of interest then the investment will be annulled. Key metrics for phase one will be:
AIESEC Youth Culture Platform Concept Design: Phase 1 Protoype
Design Brief
Prototype on Word Press blog Name: ‘Culture Shock’ Tagline: Sharing those aha moments when you experience a new culture. Platform Description: By 2015 we want to have mapped out every culture in the world, to break stereotypes across the world. to see the differences in their cultures and to share and celebrate the similarities that we have as a Objectives: 1. To generate content for the phase two application of the project. 2. To build an online community of users interested in sharing stories about cultural experiences. Key Metrics for the blog: -‐
# Number of people posting more than once
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# Number of people recommending the page
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# Number of people subscribing to receive information
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# Number of interactions with the content
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# Growth in content generation and unique visitors
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# Number of discussion been generated
Allowing young people human race.
AIESEC Youth Culture Platform Design Brief Features: The prototype must have the following requirements. Feature User-generated content User ranking system Social media integration Incentive system
Description An entry feature for user visiting the blog to upload content to the site Enable user rating of content to identify popular content (namely though likes on posts) Enable easy sharing of information across popular social media channels (to include youtube, facebook, twitter and flickr) A campaign or incentive for user to want to submit content
Cause driven
There should be a cause behind the initiative - i.e. core purpose that has a finite time limit.
Data Capture
Gather key data on visitors: name, email, age, country. AIESECer/Non-AIESECer
Separate Brand
The platform can be an initiative ‘powered-by’ AIESEC. i.e. CULTURESHOCK powered by AIESEC
User Features This prototype should allow users to: 1. Share of powerful images from their experience (with descriptors) 2. Share a short written story 3. Upload of advice for other young people traveling to the destination. 4. Navigate the blog via an interactive world map (see here)
AIESEC Youth Culture Platform Design Brief User groups 1. I'm a traveller/world citizen - I have a story to share 2. I want to travel.. I want to see the world. External Value Proposition to Users 1. I am a traveller - I want to share my stories, memories, photos. 2. I want to travel - show me things about the world that I never knew existed. Mock up For a rough mock up of the prototype please see here: cultureshock2015.wordpress.com
Concept Design: Phase 2 Pilot An independent online application User Flow For a brainstorm of the user flow please see the mind map attached with example sites for each touch point of the user flow experience.
AIESEC Youth Culture Platform Design Brief
Addendum - Research Please see here a complete list of websites research for the project. Youth Movement Websites: www.mobilise.org - Millenials taking actions in their countries www.avaaz.org - Avaaz - is lobbying movement for Global Issues. http://unaocyouth.org/ - www UNAOC Youth - Alliances for youth civilisations - helping young people inspire action http://www.wya.net/about/charter.html - World Youth Alliance - sharing a common vision of a peaceful world http://www.weday.com/ - Encouraging youth event that inspire action in young people towards social issues. http://www.purpose.com/about-purpose/who-we-are/ - A website that supports the initiation of youth movements Youth Platform Websites: http://voicesofyouth.org/ - platform for young people to share their opinion on world issues supported by World Bank data. http://youthvoices.adobe.com/about/ - educational youth media generating platform. http://blogs.worldbank.org/youthink/about - initiative led by the world bank - blogging initiative allowing young people share their opinion on world issues http://www.unicef.org/polls/index.html - Unicef Youth surveys initiative. http://unreasonableinstitute.org/2013-institute/ - incubator idea starting with young people sharing their ideas online. http://encounters.tigweb.org/ - bringing young people from different cultures together through video conferencing. http://www.facebookstories.com/ - sharing inspiring stories about the positive impact that Facebook has had through stories. Travel Websites: http://apps.facebook.com/tripadvisor/?fb_source=appcenter_request&request_ids=120064971477835#_=_ - Trip advisor app on facebook http://www.gogobot.com/ - travel advice supported by friends. http://www.travellerspoint.com/ - blogging and information travel website
AIESEC Youth Culture Platform Design Brief www.wanderfly.com- travel site for specific searching http://www.cultureshock.org.uk/stories/new-beginnings.html - blog site about culture shock For information on building online cultures see - www.feverbee.com
External Consultation StudioTok - a Rotterdam based development company - http://studiotok.eu/ Avenueneuf - A London based web development company - http://avenueneuf.com/#!/home (Do not click on this link if you have an aversion to flashing images) .