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DESIGNING PROCESS BOOK FOR SHARING

Design Innovation Development and Marketing Strategies | Professor Christine Fish | DMGT 720 | Aashna Poddar / Sofia Telatin / Yuanfan Sun


TEMAS MEMBERS TEAM MEMBERS

SOFIA TELATIN Project Management & Service design Lead

AASHNA PODDAR Creative design & Strategy Lead

YUANFAN SUN Communication & Research Lead


TABLE OF CONTENT TABLE OF CONTENT

01

NETWORK ANALYSIS 1-01 1-02 1-03 1-04 1-05

02

Brainstorm Session Mind maps Secondary Research 2 X 2 Matrix Porter’s 5 forces

MARKET IDENTIFICATION 2-01 2-02 2-03 2-04 2-05 2-06 2-07 2-08

Market Selection Market Segment Secondary research Stake holder map User define group SWOT Concept Selection Creative Brief

03

DEFINING NETWORK 3-01 3-02 3-03 3-04 3-05 3-06 3-07 3-08 3-09 3-10 3-11 3-12 3-13 3-14

Network Overview Primary Research Survey Overview Survey Take ways Survey Quotes Interview Overview Interview Quotes Interview Overview Interview Overview Interview Overview Affinitization Empathy maps Personas Insights

04

COMPETITOR RESEARCH 4-01 4-02 4-03 4-04 4-05

05

Competitor selection Buzz report Competitor SWOT Business model Competitor analysis

BUSINESS MODEL 5-01 5-02 5-03 5-04 5-05 5-06

06

Creative Matrix Value Proposition ZAG steps Competitor SWOT Business model Synthesis

DOCUMENTING USER 6-01 Pick Scenarios 6-02 Objective 6-03 User Scenarios

07

BRAND DEVELOPMENT 7-01 7-02 7-03 7-04 7-05 7-06 7-07

Design Studio Card Sorting Low Fidelity Prototype Service Blueprint Brand Pyramid Brand Identity High Fidelity Prototype


GRANT CHART GANTT CHART WEEK 1

WEEK 2

WEEK 3

WEEK 4

WEEK 5

WEEK 6

WEEK 7

WEEK 8

WEEK 9

NETWORK ANALYSIS MARKET IDENTIFICATION DEFINING NETWORK COMPETITOR RESEARCH BUSINESS MODEL DOCUMENTING USER BRAND DEVELOPMENT NETWORK SALES

PROCESS BOOK

WEEK 10


01 MARKET ANALYSIS

NETWORK ANALYSIS Identification of the initial area of research. Using popular media scan, and market research tools to identity the area of opportunity for the project

1-01 1-02 1-03 1-04 1-05

Brainstorm Session Mind maps Secondary Research 2 X 2 Matrix Porter’s 5 forces


BRAINSTORM BRAINSTORM SESSIONS As a team we brainstormed a few ideas around sharing knowledge. At the end of the brainstorming we had four different main topics: health, pets, community and education. However we wanted to narrow down the four topics to one. First, we started removing some sub-topics based on their potential opportunities (red ocean and blue ocean) and feasibility.

First, we started removing some sub-topics based on their potential opportunities (red ocean and blue ocean) and feasibility. At the end of the process we found that Education was the main topic in which we saw more opportunities. To link each sub-topics to education we asked ourself “how can we design for bridging gaps�.

HEALTH PETS COMMUNITY EDUCATION


ON GROUND

BRAINSTORM VIRTUAL REALITY

AI

VIRTUAL ROBOTS

TECHNOLOGY

CURRICULUM

ONLINE MOOCS

STEM

ALTERNATIVE TO TRADITIONAL EDUCATION

PROJECT BASED LEARN REAL PROJECTS

SYSTEM

COMPANIONS

WOMEN IN TECH

SURGERY

ROBOTS

SHARING STORIES

CLEAN AIR

HEALTH

SUPPORT

EDUCATION

GAMIFICATION

EMOTIONS

TECHNOLOGY SUBSCRIPTION

MENTAL

LIFE SKILLS

PHYSICAL

MEDICINES PHYSICAL ACTIVITIES

NUTRITION CLINIC

MINDFULNESS

RELAXING

VEGAN

DE-STRESSING

EMERGENCIES

WORKOUT

HEALTHY

SUPPLEMENTS THERAPY

SOCIAL LEARNING

Designing for SHARING

PERSONAL TRAINER

KETO

COMMUNICATIONS

SOFT SKILLS

RECOVERY

ANXIETY

ROBOTS DOG

COMMUNITY

ADOPTION EXPERIENCE

PETS

SHELTERS

GENETIC TESTING

PUBLIC

STRESS

TRACKING SYSTEM

DAY CARE

PRIVATE SPACES

PUBLIC SPACES

SPACES

WELLNESS

FITNESS

LANGUAGE

CULTURE

SENSES

FOOD

SOCIAL

REMOVING BARRIERS

TOUCH

SUPPLEMENTS

TAKE TO PEOPLE

SERVICE ANIMAL

THERAPY

MACHINE LEARNING

HELPING OTHERS

NATURAL DISASTER

SHARE STORIES DEPRESSION

AI

SHARING EMOTIONS

TEACHING EMPATHY

INTERACTIVE LEARNING

CLINIC MOBILE VETERAN Y

ON BOARDING EXPERIENCE

GROOMING WELCOMING FEAR FREE ENVIRONMENT

SHARING ECONOMY

HOMELESS

ZERO HUNGER

SHELTER

FOOD

HOME

VOLUNTEER


ON GROUND

BRAINSTORM VIRTUAL REALITY

AI

VIRTUAL ROBOTS

TECHNOLOGY

CURRICULUM

ONLINE MOOCS

STEM

ALTERNATIVE TO TRADITIONAL EDUCATION

PROJECT BASED LEARN REAL PROJECTS

SYSTEM

COMPANIONS

WOMEN IN TECH

SURGERY

ROBOTS

SHARING STORIES

CLEAN AIR

HEALTH

SUPPORT

EDUCATION

GAMIFICATION

EMOTIONS

TECHNOLOGY SUBSCRIPTION

MENTAL

LIFE SKILLS

PHYSICAL

MEDICINES PHYSICAL ACTIVITIES

NUTRITION CLINIC

MINDFULNESS

RELAXING

VEGAN

DE-STRESSING

EMERGENCIES

WORKOUT

HEALTHY

SUPPLEMENTS THERAPY

SOCIAL LEARNING

Designing for SHARING

PERSONAL TRAINER

KETO

COMMUNICATIONS

SOFT SKILLS

RECOVERY

ANXIETY

ROBOTS DOG

COMMUNITY

ADOPTION EXPERIENCE

PETS

SHELTERS

GENETIC TESTING

PUBLIC

STRESS

TRACKING SYSTEM

DAY CARE

PRIVATE SPACES

PUBLIC SPACES

SPACES

WELLNESS

FITNESS

LANGUAGE

CULTURE

SENSES

FOOD

SOCIAL

REMOVING BARRIERS

TOUCH

SUPPLEMENTS

TAKE TO PEOPLE

SERVICE ANIMAL

THERAPY

MACHINE LEARNING

HELPING OTHERS

NATURAL DISASTER

SHARE STORIES DEPRESSION

AI

SHARING EMOTIONS

TEACHING EMPATHY

INTERACTIVE LEARNING

CLINIC MOBILE VETERAN Y

ON BOARDING EXPERIENCE

GROOMING WELCOMING FEAR FREE ENVIRONMENT

SHARING ECONOMY

HOMELESS

ZERO HUNGER

SHELTER

FOOD

HOME

VOLUNTEER


ON GROUND

BRAINSTORM VIRTUAL REALITY

AI

VIRTUAL ROBOTS

TECHNOLOGY

CURRICULUM

ONLINE MOOCS

STEM

ALTERNATIVE TO TRADITIONAL EDUCATION

PROJECT BASED LEARN REAL PROJECTS

SYSTEM

COMPANIONS

WOMEN IN TECH

SURGERY

ROBOTS

SHARING STORIES

CLEAN AIR

HEALTH

SUPPORT

EDUCATION

BRIDGING THE GAP

GAMIFICATION

EMOTIONS

TECHNOLOGY SUBSCRIPTION

MENTAL

LIFE SKILLS

PHYSICAL

MEDICINES PHYSICAL ACTIVITIES

NUTRITION CLINIC

MINDFULNESS

RELAXING

VEGAN

DE-STRESSING

EMERGENCIES

WORKOUT

HEALTHY

SUPPLEMENTS THERAPY

SOCIAL LEARNING

Designing for SHARING

PERSONAL TRAINER

KETO

COMMUNICATIONS

SOFT SKILLS

RECOVERY

ANXIETY

ROBOTS DOG

COMMUNITY

ADOPTION EXPERIENCE

PETS

SHELTERS

GENETIC TESTING

PUBLIC

STRESS

TRACKING SYSTEM

DAY CARE

PRIVATE SPACES

PUBLIC SPACES

SPACES

WELLNESS

FITNESS

LANGUAGE

CULTURE

SENSES

FOOD

SOCIAL

REMOVING BARRIERS

TOUCH

SUPPLEMENTS

TAKE TO PEOPLE

SERVICE ANIMAL

THERAPY

MACHINE LEARNING

HELPING OTHERS

NATURAL DISASTER

SHARE STORIES DEPRESSION

AI

SHARING EMOTIONS

TEACHING EMPATHY

INTERACTIVE LEARNING

CLINIC MOBILE VETERAN Y

ON BOARDING EXPERIENCE

GROOMING WELCOMING FEAR FREE ENVIRONMENT

SHARING ECONOMY

HOMELESS

ZERO HUNGER

SHELTER

FOOD

HOME

VOLUNTEER


BRAINSTORM BRAINSTORM TAKE WAYS

The main take aways of the brainstorming process were three sub-topics under one main topic: Educating. The three sub-topics are preparing for emergencies, preserving memories and preventing mentality. To narrow down each sub-topic we create a more specified statement which helped us identifying opportunity spaces with a 2x2 matrix, and Porter’s 5 method.

BRIDGING GAPS EDUCATION

EDUCATING

PREPARING FOR EMERGENCIES

PRESERVING MEMORIES

Educating people with tools and information to deal with natural disaster

Educating people on preserving their digital legacy after death

PREVENTING MENTALITY

Educating people on prevention actions over intervention regarding mental health


MARKET SEG MARKET SEGMENT

PREPARING FOR EMERGENCIES

The total natural disasters reported each year has been steadily increasing in recent decades. These disasters include droughts, tsunamis, hurricanes, typhoons and floods. Natural hazards like earthquakes and extreme weather events are beyond human control, but we can keep them from turning into full-fledged disasters by reducing the vulnerability of populations. Governments and international organizations should start paying serious attention to studies showing the importance of disaster preparedness. Great disasters attract a lot of media attention, but prevention and preparedness get almost none. Great disasters attract a lot of media attention, but prevention and preparedness get almost none.


2X2 MATRIX 2X2 MATRIX

HIGH ACCESSIBILITY

VOLUNTEER

PREPARING FOR EMERGENCIES

NEIGHBOR

FIRE MAN

ALTERS

POLICE

The 2x2 matrix helped us map various services that are offered to communities during the emergencies. We discovered opportunity areas of the market that were saturated and areas where there may be opportunity to improve the overall experience. COMPETITORS

OTHERS

- EPA - FEMA - Airbnb - Chatam Emergency - Red Cross - SCAD - Weather apps - Recovery center

- Police - Fireman - Neighbor - Shelter - Alters - Helpline

COVER ALL (before&after)

RED CROSS

EPA

SHELTER

FEMA CHATAM EMERGENCY

HELPLINE

AIRBNB

RECOVERY CENTERS

LOW ACCESSIBILITY

WEATHER APPS

COVER EITHER


PORTER’S FIVE PORTER’S FORCES

PREPARING FOR EMERGENCIES

We use Porter’s Five Forces to analyze the competitive rivals, potential new market entrants, suppliers, customers, and substitute products that might influence our final solution.

THREAT OF NEW ENTRANTS

BARGAINING POWER OF SUPPLIER

Even though emergences and natural disasters are increasing year by year, however, due to legal regulations and paper work, it makes the process slow for new entrants

Companies have lot of options to choose their power of suppler, so it will be easy to switch in supplier in case of increase in price

MODERATE

LOW

WALMART

HIGH

THREAT OF SUBSTITUTES Increase the local communities establishment is giving more options for the people to ask for help

HIGH

MODERATE

BARGAINING POWER OF BUYER Organizations responds in case of emergencies, thus, the uncertainty of the event makes the bargaining power of buyer fluctuates


MARKET SEG MARKET SEGMENT

PRESERVING MEMORIES

The dead are becoming increasingly present in cyber space. For example, in 2012 the number of “dead” profiles on Facebook was estimated to be increasing at a rate of 19,000 daily (Death Reference Desk 2012). Sometime by the end of the century, depending on Facebook’s user growth rate, the dead profiles are even expected to exceed the number of living user profiles (Brown 2016), thereby creating a form of “digital graveyard” (Ambrosino 2016). This development opens up new opportunities for commercial enterprises to monetise the digital afterlife of departed Internet users. But it also poses some severe challenges regarding the ethical status of such data.


2X2 MATRIX 2X2 MATRIX

HIGH VALUE

PRESERVING MEMORIES

NEON (SAMSUNG)

SAFE BEYOND ETERNITE DADBOT (GOOGLE)

MIT

The 2x2 matrix helped us map various services that are offered to users to manage their digital life after death. We discovered opportunity areas of the market that were saturated and areas where there may be opportunity to improve the overall experience.

HIGH ACCESSIBILITY

INSTA

COMPETITORS - Facebook - Snapchat - Instagram - Apple - Google - Legacy locker - Digital death - Samsung Neon - Save Beyond - Dadbot - Eternite

LOW ACCESSIBILITY

FACEBOOK

LEGACY LOCKER

SNAPCHAT APPLE

DIGITAL DEATH

GOOGLE CLOUD

LOW VALUE


PORTER’S FIVE PORTER’S FORCES

PRESERVING MEMORIES

We use Porter’s Five Forces to analyze the competitive rivals, potential new market entrants, suppliers, customers, and substitute products that might influence our final solution.

THREAT OF NEW ENTRANTS

BARGAINING POWER OF SUPPLIER

The market is new and growing, and companies who are going after data are starting to be interested in retaining data even after death. Moreover, entering the market is easy due to low regulation

In this market, the data is seen as currency, however right now users are not paid for giving away their data

THREAT OF SUBSTITUTES Options available on the market are growing, however they are not easy to find and rely on

HIGH

LOW

WALMART

LOW

MODERATE

LOW

BARGAINING POWER OF BUYER Its a new industry, users are still trying to adapt to idea of data after life


MARKET SEG MARKET SEGMENT

PREVENTING MENTALITY

Ensuring healthy lives and promoting the well-being at all ages is essential to sustainable development. Often the dissatisfaction in healthcare is that we’re not being treated as human beings. Some of the hospitals with the most effective treatment of diseases have the least satisfied patients. Treating people effectively doesn’t mean that people are happy. The uncertain state of the world is having clear consequences for individual health. We can see in the headlines everyday: Kids paralyzed by anxiety. Suicides by gun. Addiction to opioids. We live in the most technologically connected times, yet our rates of loneliness are increasing. If we dig deep, the common root is an absence of emotional and mental well-being - the sense of inner well-being that is necessary for our survival as humans.


2X2 MATRIX 2X2 MATRIX

HIGH COST THERAPIST

MENTAL HOSPITAL CVS

PSYCHIATRIST

PREVENTING MENTALITY

WALGREEN MEDICINES

PSYCHOLOGIST

DRUGS MEDITATION

The 2x2 matrix helped us map various services and business that are offered to recover from mental issues. We discovered opportunity areas of the market that were saturated and areas where there may be opportunity to improve the overall experience.

PREVENTIVE

REACTIVE APPS

SCAD

COMPETITORS - CVS - Walgreen - Walmart - Mental Hospital - Kroger - SCAD - Rite Aid - Apps (Happify)

OTHERS - Friends - Family - Meditation - Psychologist - Psychiatrist - Therapist - Medicines - Drugs - Self help

WALMART KROGER

SELF HELP

RITE AID

FRIENDS FAMILY

HELPLINE

LOW COST


PORTER’S FIVE PORTER’S FORCES

PREVENTING MENTALITY

BARGAINING POWER OF SUPPLIER

THREAT OF NEW ENTRANTS Due to rules, regulation and the expense, its not easy for new entrants to enter in the market and succeed on it

LOW

HIGH

The treatment and co-related medication are high in cost, thus makes the bargaining power of supplier high

WALMART

HIGH

THREAT OF SUBSTITUTES

We use Porter’s Five Forces to analyze the competitive rivals, potential new market entrants, suppliers, customers, and substitute products that might influence our final solution.

There are many established companies, who have been in the market for a while, thus it is difficult for substitutes to gain reliability

LOW

LOW

BARGAINING POWER OF BUYER The number of treatments to choose from is high, however to find the right one is rather difficult.


02 MARKET IDENTIFICAION MARKET IDENTIFICATION Used SWOT analysis to understand each previously identified opportunity area. Defined the user group within each section. Used a decision matrix to select research area of focus.

2-01 2-02 2-03 2-04 2-05 2-06 2-07 2-08

Market Selection Market Segment Secondary research Stake holder map User define group SWOT Concept Selection Creative Brief


GRANT CHART GANTT CHART WEEK 1

WEEK 2

WEEK 3

WEEK 4

WEEK 5

WEEK 6

WEEK 7

WEEK 8

WEEK 9

NETWORK ANALYSIS MARKET IDENTIFICATION DEFINING NETWORK COMPETITOR RESEARCH BUSINESS MODEL DOCUMENTING USER BRAND DEVELOPMENT NETWORK SALES

PROCESS BOOK

WEEK 10


MARKET SELECTION MARKET SELECTION

We analyzed 2x2 matrix, and Porter’s 5 method and we discovered that the topic preserving memories shows the highest market opportunities. The industry is new, users are still trying to adapt to idea of preserving data and memories after life. Thus, the topic falls under the category of blue ocean, means more area to explore and work on.

BRIDGING GAPS EDUCATION

EDUCATING

BLUE OCEAN PREPARING FOR EMERGENCIES

Educating people with tools and information to deal with natural disaster

PRESERVING MEMORIES

Educating people on preserving their digital legacy after death

PREVENTING BEHAVIORS

Educating people on prevention actions over intervention regarding mental health


BRAINSTORM BRAINSTORM SESSIONS

As a team we brainstormed a few ideas around preserving memories. At the end of the brainstorming we had three different sub-topics: preparing for death, overcoming mourning process, digital life after death. To move forward, we analyzed each topic.

PRESERVING MEMORIES


MARKET SELECTION MARKET SELECTION

BRIDGING GAPS EDUCATION

EDUCATING

BLUE OCEAN PREPARING FOR EMERGENCIES

PRESERVING MEMORIES

PREPARING FOR DEATH

OVERCOME MOURNING PROCESS

PREVENTING BEHAVIOR

AFTERLIFE DIGITAL DATA MANAGEMENT


MARKET SEG MARKET SEGMENT

PREPARING FOR DEATH

Death is a topic that is relevant to us all, and yet it simply isn’t pleasant to talk about. The first part of preparation for death is to prepare ourselves and people close to us. Dying is a very personal experience, and the level of stress related to death will vary radically from individual to individual. The process may be very quick or happen gradually. However, preparing for this moment is important has become essential, as not being afraid to talk about it. At the moment about one million people die each week around the world; within 40 years, that number is expected to double. Dissatisfaction with legacy service providers and striking shifts in demographics have converged to make alternative ways of dealing with death – that universal experience – in demand. Thus, as designers, we must help with creating meaning to guide people through that time.


SECONDARY SECONDARY RESEARCH

PREPARING FOR DEATH

To understand the market better, we conducted secondary research. We decided to do popular media scan research. The research was useful to understand even more the actual problems and opportunities.

2/3

62%

of consumers felt it was very important to communicate their funeral plans

21%

wishes to family members prior to their own death, yet only had done so

of Americans acknowledge the importance of prearrangements

END

19%

of respondents who contacted more than one funeral home

53%

did so to compare prices

of life services are becoming increasingly personal, with families wanting new, unique ways to honor and celebrate the lives of loved ones


STAKE HOLDER MAP STAKE HOLDER

PREPARING FOR DEATH

2

PRIEST

PARTNER

4

FAMILY FUNERAL SERVICES

1 FRIENDS COMMUNITY

MORTICIANS

REALTOR CATERING

DYING PERSON

3 NURSES

To analyze the stakeholders involved in preparing for death, we mapped them out into a stakeholder map. The map helped us identify all stakeholders involved and their interests. It also helped us ensure that we had the right representation of voices in the room.

LABS HOSPICE DOCTOR

1

DYING PERSON

2

FAMILY

3

HOSPICE

4

FUNERAL SERVICES


USER GROUPS 1

FAMILY

HOSPICE EMPLOYEE

FUNERAL SERVICES

Anyone who is suffering from illness or about to die

Anyone who is part of the inner circle of the dying person

Anyone who has medical knowledge and qualification

Legally and religiously equipped to conduct the funeral process

Any occupation

Any occupation

Doctors, Nurses, Physiologist, Volunteer, Educator

Priest, Morticians, Catering planner, Cemetery Realtor

Internet, Telephone, Social media, Face to Face

Internet, Telephone, Social media, Face to Face

Internet, Telephone, Social media, Word of mouth, Face to Face

Website Telephone, Email, Word of mouth Face to Face

Family, Friends, Community, Social, Support network, Place of worship

Close friends Community, Social, Support network, Place of worship

Pharmacology, Morgue, Nursing home, Assisted living facility

Cemetery, Place to worship, Community

Creating new meaning to guide the dying person through that particular time

Rethinking the better way for reducing the level of stress related to death event

Creating a new meaning of hospice and reforming death care

Focusing on personalization and sustainable way of death

OCCUPATION

DEMO -GRAPHICS

DYING PERSON

COMMUNICATE METHOD

After the stakeholder map, to better understand the profile of our user group we defined five main categories to deeply analyze each stakeholder. The chosen categories were: demographic, occupation, communication method, existing network and future needs.

4

EXISTING NETWORK

PREPARING FOR DEATH

3

FUTURE NEEDS

USER GROUPS

2


2X2 MATRIX 2X2 MATRIX

PREPARING FOR DEATH

EQ - HIGH VALUE

SELF HELP

FAMILY & FRIENDS

PRIEST COMMUNITY

PHYSIOLOGIST

VETERANS MEMORIES CARE

The 2x2 matrix helped us map various services that are offered to users to prepare for death. We discovered opportunity areas of the market that were saturated and areas where there may be opportunity to improve the overall experience. COMPETITORS

OTHERS

- Hospice - NFDA - CANA - ICCFA - NFDMA - JFDA - Campbell & Sons funeral - Williams & Williams funeral services - Veterans Memorial care

- Friends - Family - Community - Priest - Psychologist - Educator - Doctor - Self help

HIGH ACCESSIBILITY

DOCTOR

LOW ACCESSIBILITY

NFDA

JFDA

HOSPICE NFDMA

CAMPBELL & SONS FUNERAL HOME

ICCFA CANA

WILLIAMS FUNERAL SERVICES

EQ - LOW VALUE


SWOT ANAL SWOT ANALYSIS

S

W Death care market is established

PREPARING FOR DEATH

Website and app services that can help you setting up the death event

Forgetting to request important documents

Community that can help you with the process of death event

Preparation stress and keeping up with the checklist

STRENGTH WEAKNESS

O

T

OPPORTUNITY THREAT

The SWOT analysis helped us defining internal and external factors, as well as current and future potential for the selected topic. We mapped the threats, the opportunities, the weakness and the strengths of each topic.

Find a sustainable way of death

Different religions might have different ways to deal with death

Personalization to one’s death

Problems in getting access to the land in cemetery

Reforming death care

Dealing with legal issues along with the death event


MARKET SEG MARKET SEGMENT

OVERCOME MOURNING PROCESS

Grief is a natural response to loss. It’s the emotional suffering we feel when someone you love is taken away. Often, the pain of loss can feel overwhelming. We may experience all kinds of difficult and unexpected emotions, from shock or anger to disbelief, guilt, and profound sadness. The pain of grief can also disrupt our physical health, making it difficult to sleep, eat, or even think straight. These are normal reactions to loss, and the more significant the loss, the more intense the grief will be. Since the beginning of time, mourning rituals and symbols have helped people deal with the loss of a loved one. As designers, we can help to facilitate the mourning process by designing meaningful rituals and symbols to overcome this moment.


SECONDARY SECONDARY RESEARCH

OVERCOME MOURNING PROCESS

To understand the market better, we conducted secondary research. We decided to do popular media scan research. The research was useful to understand even more the actual problems and opportunities.

32%

60%

of the unprepared family members experienced depressive symptoms

2%

experienced the loss of a child

experienced the loss of a family member or close friend

3%

expired the loss of a spouse or partner

45%

45% were not anticipated

of the deaths were anticipated

8%

were anticipated as the result of a violent circumstance

58%

ave never heard of death educational program

67%

thought to need death educational program

25%

of family members reported feeling unprepared for the death of their loved one and its aftermath


STAKE HOLDER MAP STAKE HOLDER

4

OVERCOME MOURNING PROCESS

SUPPORT NETWORK

3

CONSULTING GROUP

PHYSIOLOGIST

1

EDUCATOR

EDUCATOR

RECOVERING CENTER PSYCHIATRIST

FAMILY & PARTNER

CO- WORKER FRIENDS

To analyze the stakeholders involved in preparing for death, we mapped them out into a stakeholder map. The map helped us identify all stakeholders involved and their interests. It also helped us ensure that we had the right representation of voices in the room.

PLACE TO WORSHIP

2

COMMUNITY

1

FAMILY & PARTNER

2

FRIENDS & COMMUNITY

3

PHYSIOLOGIST & HOSPITALS

4

CONSULTING GROUPS


USER GROUPS 1

FRIENDS & COMMUNITY

PHYSIOLOGIST & HOSPITALS

CONSULTING GROUPS

Anyone who has experience of losing someone close

Anyone who has experience losing someone

Anyone who has physiological knowledge and qualification

Educator who has experience and knowledge to get over the death phase

Any occupation

Any occupation

Physiologist, Psychiatrist, Educator, Doctor

Any occupation

Internet, Telephone, Social media, Face to Face

Internet, Telephone, Social media, Face to Face

Website, App, Telephone, Email, Fax Face to Face

Face to Face. Social media Telephone, Email

Family, Friends, Community, Social, Support network, Place of worship

Close friends Community, Social, Support network, Place of worship

Recovering centers, Support network, Mental hospital

Place to worship, Community, Support network

Creating new experiences for keeping the connection alive

Rethinking new methods and tools for keeping the memories alive

Redesigning a more personalized mourning experience

Focusing on a universal experience of the mourning process

OCCUPATION

DEMO -GRAPHICS

FAMILY & PARTNER

COMMUNICATE METHOD

After the stakeholder map, to better understand the profile of our user group we defined five main categories to deeply analyze each stakeholder. The chosen categories were: demographic, occupation, communication method, existing network and future needs.

4

EXISTING NETWORK

OVERCOME MOURNING PROCESS

3

FUTURE NEEDS

USER GROUPS

2


2X2 MATRIX 2X2 MATRIX

HIGH COST PSYCHOLOGIST THERAPIST

MENTAL HOSPITAL

TELADOC

OVERCOME MOURNING PROCESS

SUPPORT GROUP

MEDICINES DRUGS

NAMI RECOVERING CENTERS

The 2x2 matrix helped us map various services that are offered to users to overcome mourning process. We discovered opportunity areas of the market that were saturated and areas where there may be opportunity to improve the overall experience. COMPETITORS - Place to Worship - Recovering centers - Teladoc - ICAS - SAMHSA - NAMI - SCAD - APPS - Websites

PREVENTIVE

REACTIVE

SCAD

OTHERS - Friends - Family - Community - Psychologist - Mental hospital - Therapist - Self help - Drugs - Medicines - Helpline

ICAS

APPS & WEBSITES

SELF HELP

HELPLINE FRIENDS FAMILY

COMMUNITY

LOW COST


SWOT ANAL SWOT ANALYSIS

S

W Website and app services that can help you get over mourning process

OVERCOME MOURNING PROCESS

Community that can help you get over the mourning process

People can be paralyzed from the death event

Recovering center industry is established

Hard to find self motivation to get over the event

STRENGTH WEAKNESS

O

T

OPPORTUNITY THREAT

The SWOT analysis helped us defining internal and external factors, as well as current and future potential for the selected topic. We mapped the threats, the opportunities, the weakness and the strengths of each topic.

Using technology to keeping memories and connection alive

Depression and loneliness cause after death of loved one could cause people not seek help

Creating personalization for people to get over and recover from loved one death

Even though the industry is established, people hesitate to reach out Cultural gap can be barrier in the treatment


MARKET SEG MARKET SEGMENT

AFTERLIFE DIGITAL DATA MANAGEMENT

Intimations of mortality have reached major corporations like Google, Facebook and Microsoft, which are catching up with the fact that their users, whose intimate secrets and social lives they now participate in, don’t live forever. Despite its complexity, the process of digital life after death is an issue that urgently needs design intervention. As designers, we can facilitate a smooth digital end-of-life experience, and how future generations may be able to access the digital memories captured in our photographs, tweets and myriad bits and bytes of mementos.


SECONDARY SECONDARY RESEARCH

AFTERLIFE DIGITAL DATA MANAGEMENT

To understand the market better, we conducted secondary research. We decided to do popular media scan research. The research was useful to understand even more the actual problems and opportunities.

78%

34%

of GenX (ages 35-54) account for the online shopping population

4in10

only American adults have a will or living trust

31%

of Boomers (ages 55-74) account for the online shopping population

the share is projected to grow of online shopping in 2020

8,000

Facebook users die each day

$31 b

Collectively amounts of digital assets value

LACK

of support information provided to Facebook users in the case someone dies


STAKE HOLDER MAP STAKE HOLDER

3

AFTERLIFE DIGITAL DATA MANAGEMENT

INSURANCE

BANK

4 HACKER

ATTORNEY AGENCY

1

LAWYER DYING PERSON HEIR

FRIENDS PARTNER

2

DESIGNERS

APP DEVELOPER FAMILY

To analyze the stakeholders involved in digital life after death, we mapped them out into a stakeholder map. The map helped us identify all stakeholders involved and their interests. It also helped us ensure that we had the right representation of voices in the room.

DATA ANALYST

1

DYING PERSON

2

HEIR

3

ATTORNEY AGENCY

4

DATA ANALYST


USER GROUPS 1

USER GROUPS

DATA ANALYST

Anyone who is has been nominated directly and anyone related to dead person

Anyone who has legal skills and knowledge to operate in the field

Facebook, Instagram, Snapchat, Emails, Personal info on web developers

Any occupation

Lawyer, Insurance, Attorney, Bank Teller

App developers, Designers, Tech support, Data scientist

Any digital platform

Internet, Telephone, Social media, Face to Face

Website, App Telephone, Email Social media, Face to Face

Online, Telephone, Email

Family, Friends, Community, Social, Support network, Social media

Close friends Community, Social, Support network, Social media

Government, Legal Office, Banks, Law court

Digital Community

Creating awareness and means to keep data alive after death

Facilitate access to data and transfer of memories generation to generation

Redesigning a system which is ease the process of paper work

Rethinking the user experience before and after the death event

DEMO -GRAPHICS

ATTORNEY AGENCY

GENX 35-54

Bommers 55-74

OCCUPATION

HEIR

COMMUNICATE METHOD

4

EXISTING NETWORK

After the stakeholder map, to better understand the profile of our user group we defined five main categories to deeply analyze each stakeholder. The chosen categories were: demographic, occupation, communication method, existing network and future needs.

3

FUTURE NEEDS

AFTERLIFE DIGITAL DATA MANAGEMENT

DYING PERSON

2

PHD,MBA Journalist Blogger Engineer

Retired Engineer Technician Finance


2X2 MATRIX 2X2 MATRIX

EQ - HIGH VALUE

AFTERLIFE DIGITAL DATA MANAGEMENT

ETERNITE

SAFE BEYOND

The 2x2 matrix helped us map various services that are offered to users to manage their digital life after death. We discovered opportunity areas of the market that were saturated and areas where there may be opportunity to improve the overall experience.

MIT

DADBOT (GOOGLE)

HIGH UX

LOW UX INSTA

COMPETITORS - Facebook - Snapchat - Instagram - Apple - Google - Legacy locker - Digital death - Samsung Neon - Save Beyond - Dadbot

NEON (SAMSUNG)

LEGACY LOCKER DIGITAL DEATH

FACEBOOK SNAPCHAT APPLE GOOGLE CLOUD

EQ - LOW VALUE


SWOT ANAL SWOT ANALYSIS

S

W Website and app services that can help you manage your digital data

AFTERLIFE DIGITAL DATA MANAGEMENT

Difficulties to have access to on-line data if heir has not nominated and passwords are unknown

Good place for you to keep your data safe and alive

Uncertainty of rules and regulations on the afterlife data

Easy access to nominated heir to access the platform STRENGTH WEAKNESS OPPORTUNITY THREAT

The SWOT analysis helped us defining internal and external factors, as well as current and future potential for the selected topic. We mapped the threats, the opportunities, the weakness and the strengths of each topic.

O

T Redesign the process of getting on your data

Trust and reliability from the user are hard to gain as awareness regarding the topic is low

Increasing awareness of the industry and importance of data as currency

Transparency and privacy are an obstacle to overcome in the industry

Creating personalization of one’s data


SELECTION CONCEPT SELECTION

To move forward, we re-analyzed each topic by 2X2 matrix to evaluate market competition. After that to narrow down to one topic, we created a grid that help us to grade each topic in a more systemic way.


DECISION MATRIX PREPARING FOR DEATH

DECISION MATRIX

MARKET COMPETITION

There is a existing high industry rivalry and there are new competitors entering the market everyday

OVERCOME MOURNING PROCESS

The competition is high and there is a well established system which makes new entries hard

4 MARKET KNOWLEDGE

People are practicing in this market for a long time, thus the knowledge of the market is high

1

Low value

High value

The matrix was created based on four parameters: market competition, market knowledge, market opportunity and team affinity. We rated each topic on a scale from 1 to 5, where 1 indicates low value and 5 indicates high value and opportunities.

MARKET OPPORTUNITY

5

Even though the market is not new, industry and association are starting to become more user centered

2 As the concept of data after life is new, the market is still yet to develop

1

3 There are opportunities for creating cultural free system for the treatment

The concept of digital data is growing, thus the market shows opportunities for a more user centered approach

4

5

4

TEAM AFFINITY

The market allows new entires as the competitors are low

4

4 There are opportunities to create a more personalized death care experience

AFTERLIFE DIGITAL DATA MANAGEMENT

Team member interest

Team member interest

Team member interest

Blue ocean

Blue ocean

Blue ocean

Connect the unconnected

Connect the unconnected

Connect the unconnected

Research access

Research access

Research access

2

2

5


DECISION MATRIX PREPARING FOR DEATH

DECISION MATRIX

MARKET COMPETITION

There is a existing high industry rivalry and there are new competitors entering the market everyday

OVERCOME MOURNING PROCESS

The competition is high and there is a well established system which makes new entries hard

4 MARKET KNOWLEDGE

People are practicing in this market for a long time, thus the knowledge of the market is high

1

Low value

High value

MARKET OPPORTUNITY

5

After re-analyzing and rating each topic, we decided to go forward with afterlife digital data management. We choose this topic because it shows highest market opportunity and team affinity.

Even though the market is not new, industry and association are starting to become more user centered

2 As the concept of data after life is new, the market is still yet to develop

1

3 There are opportunities for creating cultural free system for the treatment

The concept of digital data is growing, thus the market shows opportunities for a more user centered approach

4

5

4

TEAM AFFINITY

The market allows new entires as the competitors are low

4

4 There are opportunities to create a more personalized death care experience

AFTERLIFE DIGITAL DATA MANAGEMENT

Team member interest

Team member interest

Team member interest

Blue ocean

Blue ocean

Blue ocean

Connect the unconnected

Connect the unconnected

Connect the unconnected

Research access

Research access

Research access

2

2

5


CREATIVE E BRIEF CREATIVE BRIEF

PROBLEM STATEMENT SCOPE OPPORTUNITY STATEMENT FIVE W’S


CREATIVE E BRIEF CREATIVE BRIEF

During our waking hours, we are more likely concerned with privacy and security as the current problems of living with the Internet. But the more time we spend online, the more we scatter pieces of ourselves around the web that together form pictures of our real lives, identities, tastes, preferences, habits, and opinions. It’s a concept many of us don’t give much thought to yet, but what happens when you die in this world and the virtual parts of you go on existing? At the moment about one million people die each week around the world; within 40 years, that number is expected to double. Thus, the dead are becoming increasingly present in cyberspace, as their data remains on the web. For example, sometimes by the end of the century, depending on Facebook’s user growth rate, the dead profiles are even expected to exceed the number of living user profiles (Brown 2016), thereby creating a form of “digital graveyard” (Ambrosino 2016).

PROBLEM STATEMENT After choosing topic through design matrix, we defined our problem statement for afterlife data management.

This development opens up new opportunities for commercial enterprises to monetize the digital afterlife of departed Internet users. But it also poses some severe challenges regarding the ethical status of such data. Digital Data afterlife is a concept many of us don’t give much thought to yet, but what happens to the data you leave behind? And who are the gatekeepers to your internet afterlife? Digital Data afterlife opens up a new market and so new alternatives ways of dealing with digital data.


CREATIVE E BRIEF CREATIVE BRIEF

WHO

For people who are more likely to spend time and money on digital assets rather than physical media

WHAT A digital afterlife system that allows people to preserve data and share memories of friends and family who have passed away

WHY Preserving one’s digital afterlife creates a dual opportunity that exists to reflect and receive: one can preserve data and memories while simultaneously taking comfort in the stories and support that ricochet back

FIVE W’S The Five Ws includes who, what, why, where and when. We questions them to get answers basic information for the problem solving.

WHERE Communities in Savannah

WHEN Winter 2020


CREATIVE E BRIEF CREATIVE BRIEF

SCOPE

OPPORTUNITY STATEMENT

The focus of this project is to identify the current role of digital data in people’s lives and to explore new ways for reimaging their experience with data after death.

The process of managing digital data afterlife is an issue that shows a opportunity for design intervention. We have the opportunity to incorporate people’s passions, relationships, and spirituality to create a more human centered afterlife experience for ourselves and loved ones.


03 DEFININF NETWORK

DEFINING NETWORK After the stakeholder maps, we decided our users and decided to look more closely at the interaction and network of each user. We conducted primary research to understand the user needs.

3-01 3-02 3-03 3-04 3-05 3-06 3-07

Network Overview Primary Research Survey Overview Survey Takeways Survey Quotes Interview Overview Interview Quotes

3-08 3-09 3-10 3-11 3-12 3-13 3-14

Interview Overview Interview Overview Interview Overview Affinitization Empathy maps Personas Insights


GRANT CHART GANTT CHART WEEK 1

WEEK 2

WEEK 3

WEEK 4

WEEK 5

WEEK 6

WEEK 7

WEEK 8

WEEK 9

NETWORK ANALYSIS MARKET IDENTIFICATION DEFINING NETWORK COMPETITOR RESEARCH BUSINESS MODEL DOCUMENTING USER BRAND DEVELOPMENT NETWORK SALES

PROCESS BOOK

WEEK 10


NETWORK OVWEVIEW NETWORK OVERVIEW

BRIDGING GAPS EDUCATING

AFTERLIFE DATA MANAGEMENT

Upon completion of stakeholder maps in the previous sections, we planned to conduct in-depth research in order to dig deeper into the problems and real user needs.

1

3

2 DYING PERSON

Anyone who is suffering from a illness or would die soon in the future is concerned about data afterlife

4

HEIR

ATTORNEY AGENT

Anyone who recently lost their loved one and has/hasn’t nominated as legacy contact

Anyone who had experienced with data management afterlife

DATA ANALYST

Anyone who deals with account settings at Facebook and other digital platforms


ONLINE SURV ONLINE SURVEY

After defining our user group, we started developing survey questions to further develop the topic and to understand the user and needs.


SURVEY QUE SURVEY OVERVIEW

What is your age? To which gender do you identify the most? What is your current employment status?

BEFORE

On a scale from 1 to 5, how important to you are the data you upload online? Where do you store/upload/leave most of your online data? What kind of data do you value the most? Have you ever thought about what happens to your online data after you pass away? Even if you never thought about it, what would you like to do with your digital data after you pass away?

DURING Have you already assigned an heir who will ensure that all your digital data are taken care of? Who will you assign to be the manager of your digital data after you pass away?

AFTER

How do you think your loved ones will interact with your digital data after you pass away? On a scale from 1 to 5, how do you think your digital data will be useful to your loved ones to remember you and your personality? After this survey, on a scale from 1 to 5, how important to you is the preservation and the correct management of your digital data after you pass away?

54


SURVEY TAKEAWAYS SURVEY TAKEAWAYS

After the survey we analyzed the online survey and based on the answers we have collected the results.

87% of respondents were from age of 24-35 years

57% of the respondents were female

42% of the respondents were male

68% of the respondents were students

18% of the respondents were employed


SURVEY TAKEAWAYS SURVEY TAKEAWAYS

2%

Hard drive Dropbox

20%

Entertainment files

Linkedin

15% Twitter

30%

WeChat

28%

Whatsapp

24% 15%

Text, Calls, Voice messages

Google drive

70% 6%

Work related files

icloud

42%

Word documents Medical records Instagram

Photos Videos

Facebook

Where do you store/upload/leave most of your online data?

What kind of data do you value the most?


SURVEY TAKEAWAYS SURVEY TAKEAWAYS

Partner

No, I did not know I could set up an heir

16%

Yes, I have set up an heir

7% 33%

48% Family

No one yet, however I will think about it

59%

No, I have not set an heir

27%

friends

No one yet

partner

family

colleague

Now I think I don’t need

yes

Who will you assign to be the manager of your digital data after you pass away?

no

I did not know

Have you already assigned an heir who will ensure that all your digital data are taken care of?


SURVEY QUOTES SURVEY QUOTES

“(...) Create a memory book and share with the important people of my life”

HOW DO YOU THINK YOUR LOVED ONES WILL INTERACT WITH YOUR DIGITAL DATA AFTER YOU PASS AWAY?

“They’ll probably comment on one of the photos and never visit again”

“Storing it like a photo album” “(...) print them out and look over all of my memories and let someone know my password just in case they want to find something from me”

“(...) Remembering all the good times and instead of crying , be thankful that you got all these years”

“Keep them in a precious box as a treasure and share it with the future generation”

“Maybe it’s more about scanning my past memories to remember me”


NDEPTH INTERVIEWS IN DEPTH INTERVIEWS

BRIDGING GAPS EDUCATING

AFTERLIFE DATA MANAGEMENT

1

3

2

ATTORNEY AGENT

HEIR

DYING PERSON

15

4

2

DATA ANALYST

1

2


INTERVIEW QUE INTERVIEW OVERVIEW DYING PERSON

15

How important to you are the data you upload online? Where do you store/upload/leave most of your online data? Do you think the data you upload reflects your personality? What kind of data do you value the most? Have you ever thought about what happens to your online data after you pass away? Even if you never thought about it, what would you like to do with your digital data after you pass away? Have you already assigned an heir who will ensure that all your digital data are taken care of? How do you image your loved ones to remember you in the year 3000? How do you think your loved ones will interact with your digital data after you pass away?


INTERVIEW DRAW INTERVIEW THINK AND DRAW DYING PERSON

How do you imagine your loved ones to remember you in the year 3000?


INTERVIEW QUOTES INTERVIEW QUOTES DYING PERSON

“(...) Keep for my next generation”

“(...) I would like to transmit a lesson and tell them my story”

WHAT WOULD YOU LIKE TO DO WITH YOUR DIGITAL DATA AFTER YOU PASS AWAY?

“My online entity still needs to be the projection of me” “I value a lot to reach out to someone and leave impact with the work I did”

“I’m worried that the data I leave behind will not reflects my personality ”

“I want to filter the data I have and remove the unnecessary”

“(...) I’m not sure where and how my data will be used in the future”

“(...) Give it to my kids and tell them my story and thoughts”


SURVEY QUE INTERVIEW OVERVIEW

“I couldn’t access my mothers phone”

HEIR

2

“(...)I feel stressed and awful as I can’t do anything about it”

“(...) It’s irritating that I have the phone but I can’t do anything about it” Have you been already assigned an heir for the digital data to be taken care of? Did you know you can set up an heir on digital accounts? Were you able to access the digital accounts? Did you reach out to anyone asking for help with the accounts? What steps did you take to access the account? What do you think of the procedure you need to follow to memorialize the account? Do you feel you can add value to this process?

“I have heard that the process to access the account is very long and stressful if you haven’t been nominated”


SURVEY QUE INTERVIEW OVERVIEW

ATTORNEY AGENT

1

“(...) I feel helpless if people come to me asking help for accessing digital accounts and they have not being nominated as heir”

“(...) I hear many lawyers are not very informed about it”

“(...) I have heard a law firm named Sidley who deals with data protection and security issue”

Have you ever experience clients asking help with digital data management afterlife? Do you think you and your firms are well prepared for this kind of issue? Do you know any firms who specialized in digital data management? Do you feel something more can be done to help the clients?

“I have seen many people say they approached the wrong lawyer”


SURVEY QUE INTERVIEW OVERVIEW DATA ANALYST

2

“(...) Yes, you can memorialize the account if you are the legacy contact”

“(...) Legacy Contact allows someone to access the account, make changes to post and photos and even delete the account” “Facebook changed 30 days memorialize policy to indefinite memorialize policy”

What happens to the digital account once someone has passed away? What is the procedure to assess the account of deceased person? What can a person do if he/she has not been assigned as legacy contact? What all documents the legacy contact needs to provide? How long does it talk to memorize the page/account? What all person can do after he/she has been assigned as legacy contact? What do you think of the procedure you need to follow to memorialize the account? Do you feel you can add value to this process?

“I see many feedbacks with users complaining with the long process of accessing account”


AFFINITIZATION AFFINITIZATION SESSION

After the primary research, we set back together and we started organizing our data points and insights from the survey and secondary research and in depth interviews.


EMPATHY MAPS EMPATHY MAPS

We did empathy maps to gain deeper insights into the users. We split the empathy maps into 6 quadrants (Who, Think&Feel, See, Do, Say, and Hear), with the user in the middle. Empathy maps provided us a glance into who a user is as a whole and their needs.


EMPATHY MAPS 1 DYING PERSON

EMPATHY MAPS

I don’t know how to set up an heir for my digital accounts

Someone who is suffering from a illness or would die soon in the future Age group - 45-80

I heard digital data afterlife can be important in the future

WHO

I want to know something with my data but I do not know how I have seen photos and video could be a good medium to tell a story

FEEL

1 I hear that the process to get data for my loved ones is long and stressful

HEAR

SEE

SAY I would like my family to have access to my data I would like to keep meaningful photos and information that my family would need

I think my son would keep my data very carefully and I believe he would rely on it to remember me

PAINS Uncertainty of knowing what to do with the data No awareness about data management afterlife Worried about how the family will overcome the mourning process

I see people share stories of their deceased loved ones on social media

DO

I often go back to photos that I have online to cherish the good times

Transfer data for the next generation as lessons Plans to give the data to the kids to tell them a story and thoughts

I need to college and digitalizes physical photos I have

GAINS If I can actually manage to do something with my data, it will be a surprise to my love ones Stories and lessons I have learned in my life can be transmitted thought out generations in my family


EMPATHY MAPS 1 DYING PERSON

EMPATHY MAPS

I have thought about it and I feel my data will be more valuable in the future

Someone who is young but is thinking or at least about data after life once Age group <35

WHO I have heard that you can memorialize the account, however after a while it became meaningless

I have been curious about what I can do with my digital data after I’m gone

FEEL

1 HEAR

I hear increase concern regarding privacy with the information I have online

SEE

SAY My digital entity should always reflect me even when I will pass away

The people who I care the most will make a good use of the data I will leave behind

Digital platform to reach out to people and leave a impact with the work I do The platform I’m using reflects my personality and shows who I am

DO I share my life experiences for people to know and learn from it I want my digital data to be transmitted by a physical entity

I see valuable data which gets lost after the person has passed away Digital platform as an assets in the future

I want to filter my data before others will have access to it

PAINS

GAINS

Uncertainty of how the data will be used in the future ( privacy and trust)

My life experience and thoughts can leave an impact on people’s life

Not all the information are valuable for me in order to have an impact on people’s life

In order to make sure my data is meaningful to the one I love, the interaction needs to be co-related to the physical entity


EMPATHY MAPS 2 HEIR

EMPATHY MAPS

Someone who recently lost their loved one, thus has nominated as legacy contact and has access to the account >18

I have heard that the process to access the account is very long and stressful if you haven’t been nominated I have heard that you can memorialize the account

WHO

I’m happy as my father assigned me as a heir

HEAR

SEE

SAY The process must be improved I managed to let people know to remember my dad online

I have read in the newspaper that data will be more valuable in the future

FEEL

2

I have heard that many people didn’t had access like I had

I want more right upon the account

I have received many comforting messages online through the memorial page

I have seen on the news that companies keep the data and may use the data without your consent

DO I want to know if there are new ways to interact with the data I was able to retrieve

I have seen many negative comments from people who didn’t get access to the account

I’m saving all the photos that I could retrieve from my dad account so I can share with the family

PAINS

GAINS

After a point, the memorial page gets meaning less, I wish if there were more ways to exchange the experience

I have received many comforting messages online through the memorial page

Even if I have access, I can’t do much, I wish I had rore right upon account settings

I have discovered many thing about my father who has passed away


EMPATHY MAPS 2 HEIR

EMPATHY MAPS

Someone who recently lost someone and doesn’t has access to the account >18

I have heard that the process to access the account is very long and stressful if you haven’t been nominated

WHO

It’s irritating that I have the phone but I can’t do anything about it I see many comments with users complaining with the long process of accessing account

FEEL

2 HEAR

I have heard that you can memorialize the account Many people like me didn’t got access to the accounts who were not nominated

I feel stressed and awful as I can’t do anything about it

SEE

SAY My mom didn’t assign me officially legacy contact

I don’t know where to see the procedure to get this done

DO

I see many people like me who didn’t get access to the account I have seen many negative comments from people who didn’t get access to the account

I have my mom’s phone, I tried to open it but I can’t access it Called phone company to I wish I had more ask what needs to be done awareness about this

PAINS I need to provide with many documents to prove I’m related to the account holder I don’t know where and how to get the procedure done

GAINS I wish I had access to my mothers phone so I could save all her memories


EMPATHY MAPS 3 ATTORNEY

EMPATHY MAPS

I feel helpless if people come to me asking help for accessing digital accounts and they have not being nominated as heir

A lawyer who had experienced with data management afterlife Age group >40

I have heard that this kind of problem is causing mental issue to the people

WHO

FEEL

3 I hear many lawyers are not very informed about it

HEAR

I have heard a law firm named Sidley who deals with data protection and security issue

SEE

SAY

Data afterlife is a new market, Iâ&#x20AC;&#x2122;m curious to see what companies will do about it

I have heard that this issue is increasing, and something needs to be done about it I have seen many people say they approached the wrong lawyer

DO The government must do more

Iâ&#x20AC;&#x2122;m planning to organize sessions to increase awareness among lawyers, companies and users

PAINS Online users are not provide enough information to properly manage data afterlife

Sessions to increase awareness among lawyers, companies and users can be helpful

Users are not aware enough about digital legacy and its implication I would like to help more but the law is still behind

Online platforms must take this seriously, and as a lawyer I can help

GAINS


EMPATHY MAPS 4 DATA ANALYST

EMPATHY MAPS

Data analyst who deals with account settings at Facebook and other digital platforms Age group <30

WHO The company continuous to use user’s data if the account is not deleted

I feel sad when people ask me what we can do if they haven’t been nominated as an heir, as we can do nothing about it

I feel company can do more for the users

FEEL

4 HEAR

Facebook changed 30 days memorialize policy to indefinite memorialize policy

SEE

SAY “Legacy Contact” allows someone to access the account, make changes to post and photos and even delete the account

I have seen an increase in number of death on Facebook page

DO

I see many feedbacks with users complaining with the long process of accessing account

Increase in number of people trying to memorialize the page

Review the death documents to memorialize the account as requested Company could do more about it

I would like to do more to help users

PAINS

GAINS

With the increase number of death, memorializing so many accounts with the existing procedure is getting hectic

Companies changed the memorialize policy, thus people can keep the page for as long as they wish to

I would like to value this more, however the company isn’t doing anything about it

There is potential to add value to the service


PERSONAS DEFINING PERSONAS

After doing the empathy maps, we defined our persona based on it. We developed 8 personas in total : 4 for the dying person, 2 for the heir, 1 for attorney and one for data analyst. The personas help us understand the users better.


PERSONAS PERSONAS

1

2

DYING PERSON

2

HEIR

2

2

3

4 ATTORNEY AGENT

DATA ANALYST

1

1


PERSONAS PERSONAS

BIO

John is an ex-teacher. He used to work at University of Cincinnati. He taught history. He is married with Mary since 50 years and he has two grandsons. However, the grandsons live in another city with his daughter. They see each other twice a month. When they cannot come to see, they facetime, and during the day they send each others pictures on the family message group on Facebook and Imessage.

AGE PROFESSION STATUS LOCATION

75 Ex-teacher Married Cincinnati

DYING PERSON Innovators

Early Adopters

Early Majority

TECH KNOWLEDGE

Late Majority

Laggards

Someone who is suffering from a illness or would die soon in the future

PLATFORM USED

INTERNET

FACEBOOK

PHONE

iCLOUD

COMPUTER

iMESSAGE

APPS

RESEARCH GATE

MOTIVATION

TYPE OF DATA

LEARNING

PHOTOS

EMOTIONAL

VIDEOS

SOCIAL IMPACT

RESEARCH PAPER MEDICAL

JOHN STONE " I want to leave my life stories as a lessons for my future generation”

GOALS

NEEDS

I want my grandsons to not forget me once I am gone

I need to digitalizes and collect physical photos I have

Through my work I want to transmit stories and lessons

Look for the a trustworthy medium to transfer this data

If I do something with my data, it will be a surprise for my grandsons

External help to get this done as a storytelling

FRUSTRATIONS I don’t know much about how to transfer my data and it’s difficult to find information on the Internet Uncertainty of ways to get this done and make my data useful to my grandsons


PERSONAS PERSONAS

BIO

Simon lives in Chicago with his family. He works as a human resource at Ebay. However, a few months ago he was diagnosed with lung cancer. He is at the last stage but he knows that he knows that he doesn’t have much time. He is thinking about how and what he can leave behind to his family.

DYING PERSON Innovators

Early Adopters

Early Majority

Late Majority

TECH KNOWLEDGE

48 Human Resource Married with 2 children Chicago

Someone who is suffering from a illness or would die soon in the future

PLATFORM USED

INTERNET

FACEBOOK

PHONE

INSTAGRAM

COMPUTER

GOOGLE DRIVE

APPS

I MESSAGE

MOTIVATION

AGE PROFESSION STATUS LOCATION

Laggards

TYPE OF DATA

LEARNING

PHOTOS

EMOTIONAL

VIDEOS

SOCIAL IMPACT

BANK MEDICAL

SIMON FLET " I want to create and leave something memorable for my family ”

GOALS

NEEDS

FRUSTRATIONS

Find some ways for my family to not mourn me for a long time and remember me before the tragic event

I need to increase my knowledge on how to set everything in order to give a complete access to my family

My children are still young and I could not talk with them about everything I did during my life

I want to make sure to leave my kids the most meaningful stories that I wouldn’t have time to tell

I wish to find a service that would help me leave valuable stories to my kids and my wife

Memorial pages after a while are meaningless and I don’t want this for me and my family


PERSONAS PERSONAS

BIO

Mary is a Yoga trainer and runs her personal blog in her free time. In her blog she normally focuses on sharing her thoughts about whats happening around her and how she can help people overcome hard times. She really cares about her follower, and for that she also organizes workshop, events to meet the followers and share knowledge beyond the blog.

AGE PROFESSION STATUS LOCATION

35 Blogger and Yoga trainer Living with boyfriend New York

DYING PERSON Innovators

Early Adopters

Early Majority

Late Majority

TECH KNOWLEDGE

Laggards

Someone who is young but is thinking or at least about data after life once

PLATFORM USED

INTERNET

INSTAGRAM

PHONE

BLOG

COMPUTER

LINKEDIN

APPS

GOOGLE DRIVE

MOTIVATION

TYPE OF DATA

LEARNING

PHOTOS

EMOTIONAL

VIDEOS

SOCIAL IMPACT

ARTICLES RECORDING

MARY SMITH " I wish to leave an impact through my blog once I’m gone”

GOALS I want to continue leaving an impact on people’s life through my blog I want my data to keep reflecting who I am so future generation can refer to it I want to filter the data I have and remove the unnecessary

NEEDS I need to find a service to keep my data secure and will make my data useful once I’m gone I need to transfer my data through the physical entity, as in the future the physicality of the object will tend to disappear

FRUSTRATIONS I’m worried that the data I leave behind will not reflects my personality There are many things that I haven’t published yet, I have them saved on my dashboard, but I’m the only one who has access to it


PERSONAS PERSONAS

BIO

Linda is an engineer who is currently interning at Amazon, Seattle. She spent most of her time in-front of the screen. She has lots of personal data stored online, and she likes to keep them private. Thus, she is really concerned about her online data and her privacy.

DYING PERSON Innovators

Early Adopters

Early Majority

TECH KNOWLEDGE

LINDA SCOTT " It’s not the first time I think about the data I will leave behind”

25 Engineer Single Seattle

GOALS

Laggards

Someone who is young but is thinking or at least about data after life once

PLATFORM USED

INTERNET

FACEBOOK

PHONE

INSTA

COMPUTER

GOOLE DRIVE

APPS

LAST PASS

MOTIVATION AGE PROFESSION STATUS LOCATION

Late Majority

TYPE OF DATA

LEARNING

PHOTOS

EMOTIONAL

VIDEOS

SOCIAL IMPACT

DOCUMENTS CODES

NEEDS

FRUSTRATIONS

I want to filter my data, so I keep what I would like to transfer and delete the rest

I need to find a service that can keep my data secure

I’m really worried about privacy

I want to make sure that my data is going to right hands (legacy contact)

I need to think about the steps to correctly manage the transfer of my data

I haven’t seen any services that I can complete rely on to leave my data

I want to make sure the privacy over my data is maintained even after I’m gone

Uncertainty of how the data is going to be used


PERSONAS PERSONAS

BIO

Wendy lives with her family in Savannah. She is a housewife and apart from taking care of her kids, she likes to go to book clubs. Recently her mother passed away and she had to deal with a lot of after death issues. She has her phone, however she is unable to access the phone and recover photos and memories they shared together.

HEIR Innovators

Early Adopters

Early Majority

TECH KNOWLEDGE

WENDY ZIMMER "The experience of not having access to my mother’s phone is stressful and sad”

42 Housewife Married with one kid Savannah

GOALS

Laggards

PLATFORM USED

INTERNET

FACEBOOK

PHONE

iMESSAGE

COMPUTER

TV

APPS

MOTIVATION AGE PROFESSION STATUS LOCATION

Late Majority

Someone who recently lost their loved one, and not been nominated as legacy contact

TYPE OF DATA

LEARNING

PHOTOS

EMOTIONAL

VIDEOS

SOCIAL IMPACT

FAMILY DOCUMENTS

NEEDS

FRUSTRATIONS

Getting access to her mother’s phone to recover meaningful memories

I need to get useful information to try to recover the data

Her emotions (angry-stressed) are running her mother’s memories

Creating more awareness about the legacy contact

I need the company to understand my situation and try to find out a way to help me

Doesn’t know what to do because she doesn’t have enough knowledge Don’t have any access to her mother’s phone


PERSONAS PERSONAS

BIO

Peter got a new job and recently moved with his girlfriend to San Fransisco. Living in San Fransisco made him very updated on what’s going on in tech world. Recently his father passed away after a long illness. His father was a remarkable person and had done some incredible work in this field. Thankfully he was nominated as heir.

HEIR Innovators

Early Adopters

Early Majority

Late Majority

TECH KNOWLEDGE

38 Design leader Living with girlfriend San Fransisco

PLATFORM USED

INTERNET

FACEBOOK

PHONE

INSTAGRAM

COMPUTER

LINKEDIN

APPS

GOOGLE DRIVE

MOTIVATION AGE PROFESSION STATUS LOCATION

Laggards

Someone who recently lost their loved one, and has been nominated as legacy contact

TYPE OF DATA

LEARNING

PHOTOS

EMOTIONAL

VIDEO

SOCIAL IMPACT

WORK DOCUMENT PERSONAL DOCUMENT

PETER BRANT

GOALS

NEEDS

FRUSTRATIONS

Even if I have access to my father account I want more control over it

Be updated on new ways of interacting with the data my father left behind

The process to recovering the data was time consuming

" I am very happy I was chosen as heir

I want to do something more with his data

but the process was too long”

Find a trustworthy service to expands my dad’s knowledge to make a social impact

I’m worried if I can actually find a service who can help me do this

Leave a impact on people’s life with the life experience my father left behind


PERSONAS PERSONAS

BIO

Lidia lives in Boston and she has experience in dealing with cases about legacy contacts. Recently she saw an increasing of clients seeking for help regarding digital legacy. At the moment, she feels helpless as the law still behind these kind of issues. She is planning to find ways to aware people more about this.

ATTORNEY AGENT Innovators

Early Adopters

Early Majority

Late Majority

TECH KNOWLEDGE

56 Lawyer Divorced Boston

Someone who had experienced with data management afterlife

PLATFORM USED

INTERNET

FACEBOOK

PHONE

GOOGLE DRIVE

COMPUTER

LINKEDIN

APPS

WEBSITE

MOTIVATION AGE PROFESSION STATUS LOCATION

Laggards

TYPE OF DATA

LEARNING

PHOTOS

EMOTIONAL

VIDEO

SOCIAL IMPACT

WORK DOCUMENTS RECORDING

LIDIA MULLER " I feel I can do more to help my clients managing digital legacy”

GOALS

NEEDS

FRUSTRATIONS

I want to create awareness among lawyers, companies and users about digital legacy

I need more involvement with companies and users to ease the process

Online policies don’t provide enough to the users

Collaborate with government to increase policies to actually touch these digital problems

I need my clients to approach me before its too late to act

Digital companies must take this more seriously in the future because right now in the US, as a lawyer, is very difficult

Provide a better experience to my clients


PERSONAS PERSONAS

BIO

Sam is a senior data analyst who is working at Facebook since past 5 years. Recently Sam has seen an increase of people who want to memorize the account. The work is getting hectic and he is not happy on how the company is dealing with it. He defiantly feels that something more can be done to help the users.

DATA ANALYST Innovators

Early Adopters

Early Majority

TECH KNOWLEDGE

30 Data Analyst Single Palo Alto

Laggards

Someone who deals with account settings at digital platforms

PLATFORM USED

INTERNET

FACEBOOK

PHONE

INSTA

COMPUTER

GOOLE DRIVE

APPS

LINKEDIN

MOTIVATION AGE PROFESSION STATUS LOCATION

Late Majority

TYPE OF DATA

LEARNING

PHOTOS

EMOTIONAL

VIDEO

SOCIAL IMPACT

PERSONAL DOCUMENTS WORK DOCUMENTS

SAM BENNET " I feel the process can be definitely improvedâ&#x20AC;?

GOALS

NEEDS

FRUSTRATIONS

Improving the experience for the users to memorialize the account

I would like to understand more about the value I can give

The company is not taking it seriously yet, but it is a huge problem

Add emotional value to the process to help people who have to go through this moment

I need to understand people needs in this kind of situation

Existing procedure is long and people complaining about the process is overwhelming

Proving to the company that data afterlife in the future will be an asset


INSIGHTS DESIGN CRITERIA INSIGHTS

STORYTELLING

AWARENESS

TRUST

IMPROVE SERVICE

People like storytelling as the method to transmit their data to their loved ones

People are not aware how to deal with data afterlife

People do not rust digital platforms will use their data in the future

People find existing services lacking in emotional support and user experience

IMPACT People want to leave an impact on the world through their work even after they are gone

FILTER People want to filter their data to make sure to leave only the necessary behind for their loved ones

PHYSICAL ENTITY People want to leave their data in a physical entity as in the future the physicality of the object would disappear


TAKEWAYS INSIGHT / 01 STORYTELLING People like storytelling as the method to transmit their data to their loved ones

SUPPORTING INSIGHTS Remember me as a story (....) what I did A story to tell to my kids Story of my life Stories as lessons Stories as memories

WHAT IF WE CAN CREATE/DEVELOP a storytelling service that will help people to share and pass by their life-stories to next generation

â&#x20AC;&#x153;(...) I would like to tell story through the pictures and memories that they have created with me and cherish and relive all those momentsâ&#x20AC;?


TAKEWAYS INSIGHT / 02 AWARENESS People are not aware how to deal with data afterlife

SUPPORTING INSIGHTS No awareness about the procedure Didn’t know about setting up an heir I have never been through the procedure I don’t know if pattern can help I don’t know whom to ask for help

WHAT IF WE CAN CREATE/DEVELOP a system that educate people about digital afterlife, how to deal with it and how to make the best out of it

“(...) I didn’t know if I can set up an heir”


TAKEWAYS INSIGHT / 03 TRUST People are not sure how digital platforms will use their data in the future

SUPPORTING INSIGHTS Uncertainty of where the data goes Uncertainty of how the data goes Concern about how platform will use the data Don’t trust platform with their data Want to delete data before they die

WHAT IF WE CAN CREATE/DEVELOP a trustworthy service where people can trust to leave their data after they pass away

“(...) I’m not sure if I want to leave behind everything I have online”


TAKEWAYS

INSIGHT / 04 IMPROVING SERVICE People find existing services lacking in emotional support and user experience

SUPPORTING INSIGHTS I find the process very cold The procedure was long and stressful Memorialize page is meaningless after a while The procedure is not clear The process is not emotional I had to provide with lot of documents to prove I’m related

WHAT IF we can ease the process of accessing account of the deceased person and add a emotional value to it

“(...) experience in the past was awful (...) no access at all, it was sad and stressful”


TAKEWAYS INSIGHT / 05 SOCIAL IMPACT People want to leave an impact on the world through their work even after they are gone

SUPPORTING INSIGHTS With my work I want to leave an impact I think my work can inspire next generation I want to continuous to influence people life I want to share my knowledge My life experience can be helpful to people

WHAT IF we can help people utilize their meaningful data to leave an impact on their loved ones and next generation

“(...) I value a lot to reach out to someone and leave impact with the work I do and think”


TAKEWAYS INSIGHT / 06 FILTERING DATA People want to filter their data to make sure to leave only the necessary behind for their loved ones

SUPPORTING INSIGHTS Delete the unnecessary Review the data I have Categorize the data before I die Leave only which is useful for my family Erase the not important data Keep only photos and video for my loved ones

WHAT IF we can create a system that can help people categorize their data afterlife to easily share with their loved ones

â&#x20AC;&#x153;(...) I would like to keep only the important pictures and information my family would need â&#x20AC;?


TAKEWAYS INSIGHT / 07 PHYSICAL ENTITY People want to leave their data in a physical entity as in the future the physicality of the object would disappear

SUPPORTING INSIGHTS Create a memory book Print photos and share with loved ones Sharing it in more physical form Like an ipad with fingerprints that project my data and story With a phone in our brain to pass on my data Some device like watch or bracelet that project my memories

WHAT IF we can create a physical entity that people can rely on to overcome the mourning process we can create a physical entity that people can interact to see their loved ones memories

â&#x20AC;&#x153;(...) Future tech will be more connected to the body so a physical object to refer to will helpâ&#x20AC;?


WHAT IFâ&#x20AC;&#x2122;S DESIGN CRITERIA WHAT IF

WHAT IF we can create a storytelling service that will help people to share and pass by their life-stories to next generation WHAT IF we can create a system that aware people about digital afterlife, how to deal with it and how to make the best out of it WHAT IF a trustworthy service where people can trust to leave their data after they pass away WHAT IF we can ease the process of accessing account of the deceased person and add a emotional value to it WHAT IF we can help people utilize their meaningful data to leave an impact on their loved ones and next generation WHAT IF we can create a system that can help people categorize their data afterlife to easily share with their loved ones WHAT IF we can create a physical entity that people can interact to see their loved ones memories


04 ANALYSIS RESEARCH AND COMPETITOR RESEARCH After the network analysis, we decided to look into competitor research, did SWOT to understand strength, weakness, opportunity and threat of the company.

4-01 4-02 4-03 4-04 4-05

Competitor selection Buzz report Competitor SWOT Business model Competitor analysis


GRANT CHART GANTT CHART WEEK 1

WEEK 2

WEEK 3

WEEK 4

WEEK 5

WEEK 6

WEEK 7

WEEK 8

WEEK 9

NETWORK ANALYSIS MARKET IDENTIFICATION DEFINING NETWORK COMPETITOR RESEARCH BUSINESS MODEL DOCUMENTING USER BRAND DEVELOPMENT NETWORK SALES

PROCESS BOOK

WEEK 10


COMPETITOR SELECTION COMPETITOR SELECTION

NICE TO HAVE

IMPROVING SERVICE SHOULD HAVE FILTER DATA PHYSICAL ENTITY MUST HAVE We used the design criteria variables to determine competitor likenesses. Establishing the core design criteria will helped us develop the benefits and functions of the platform.

AWARENESS TRUST STORYTELLING IMPACT


COMPETITOR SELECTION COMPETITOR SELECTION

In order to determine the most appropriate business model for our company, we evaluated competitor models with the purpose to understand strengths and best practices among similar businesses. We used the design criteria variables to determine competitor likenesses.

STORYTELLING

AWARENESS

TRUST

People like storytelling as the method to transmit their data to their loved ones

People are not aware how to deal with data afterlife

People do not rust digital platforms will use their data in the future

IMPACT People want to leave an impact on the world through their work even after they are gone


COMPETITOR SELECTION COMPETITOR SELECTION

Low value

High value

1

5

STORYTELLING

AWARNESS

TRUST

IMPACT

FACEBOOK

3

3

2

3

INSTAGRAM

2

1

2

2

GOOGLE

2

3

4

2

ETERNIME

1

0

1

1

ANCESTRY

4

3

3

4

SNAPCHAT

1

1

2

1

LEGACY LOCKER

1

0

1

1


COMPETITOR SELECTION COMPETITOR SELECTION

Low value

High value

1

5

STORYTELLING

AWARNESS

TRUST

IMPACT

FACEBOOK

3

3

2

3

INSTAGRAM

2

1

2

2

GOOGLE

2

3

4

2

ETERNIME

1

0

1

1

ANCESTRY

4

3

3

4

SNAPCHAT

1

1

2

1

LEGACY LOCKER

1

0

1

1


MARKET SEG BUZZ REPORTS

FACEBOOK (MEMORIAL PAGE)

Memories, a single place on Facebook to reflect on the moments you’ve shared with family and friends, including posts and photos, friends you’ve made, and major life events. A legacy contact is someone you choose to look after your account if it’s memorialized. A legacy contact can accept friend requests on behalf of a memorialized account, pin a tribute post to the profile and change the profile picture and cover photo. Website / https://www.facebook.com/help/ Founded / 2004 Annual revenue / 70.7 billion US dollars Industry / Social Networking


TITOR SWOT COMPETITOR SWOT

S Legacy contact can memorialize the deceased person page

FACEBOOK (MEMORIAL PAGE)

STRENGTH WEAKNESS OPPORTUNITY THREAT

W Existing data base with photos and videos of the deceased person

Memorized page after a while is meaning less

Raise fund in the memory of deceased person

Long and stressful process if you are not assigned as legacy contact

O

T Redesign the process of accessing on deceased person data Adding more value to the memorized page

The SWOT analysis helped us defining internal and external factors, as well as current and future potential for the selected topic. We mapped the threats, the opportunities, the weakness and the strengths of the topic.

Creating personalization of oneâ&#x20AC;&#x2122;s data

Losing customers due to long process of accessing account Having more inactive account that living account on the platform


BUSINESS

FACEBOOK

BUSINESS MODE CANVAS

Memorial page to reflect on the moments youâ&#x20AC;&#x2122;ve shared with family and friends

KEY PARTNERS

KEY ACTIVITIES

VALUE PROPOSITIONS

CUSTOMER RELATIONSHIPS

CUSTOMER SEGMENTS

Content partners

Platform Development

Choose a legacy contact

Email

Operation Management

30+ days for memorialize page

Facebook customer care

Online users who want to memorialize a page

Download data and sharing/ raising funds

Help page

Sending documents to close the account

CHANNELS

KEY RESOURCES

Tech Infrastructure

Online(App, website)

Existing service to memorialize page

Advertising

Facebook Platform

COST STRUCTURE

REVENUE STREAMS

Data center cost

Free

Platform and design development

Users keep using the platform

Administrative cost

Online users trying to access the deceased person page


MARKET SEG BUZZ REPORTS

ANCESTRY

Ancestry, the global leader in family history and consumer genealogy, harnesses the information found in family trees, historical records, and DNA to help people gain a new level of understanding about their lives. Ancestry hosts the worldâ&#x20AC;&#x2122;s largest online collection of family history records with 20 billion records, 80 countries of origin, 100 million family trees, and 13 billion connections. Website / https://www.ancestry.com/ Founded / 1996 Annual revenue / 850 Million US dollar Industry / Genealogy, Genetic, Genealogy, Online publishing, Software publishing


TITOR SWOT COMPETITOR SWOT

S

W Large ancestral database

ANCESTRY

STRENGTH WEAKNESS

Upload personal data, photos, videos to your family tree

Monthly subscription fee can get expensive, fast

Family trees can be shared easily across your devices and with non-subscribers

DNA test can be tricky from a customer perspective

O

T

OPPORTUNITY THREAT

The SWOT analysis helped us defining internal and external factors, as well as current and future potential for the selected topic. We mapped the threats, the opportunities, the weakness and the strengths of the topic.

Innovate ways to provide information to the users

Increase in competitors that provides information form DNA

Innovative ways to interact with the data provided

Users needs to willing to put in the time and money required to know the family roots


BUSINESS

ANCESTRY

BUSINESS MODE CANVAS

DNA to help people gain a new level of understanding about their lives

KEY PARTNERS

KEY ACTIVITIES

VALUE PROPOSITIONS

CUSTOMER RELATIONSHIPS

CUSTOMER SEGMENTS

Delivery services

Provide past ancestral data

DNA test gives much more info about family

Kit

Someone who wants to know about family origin and historical records

Genetic counseling resources Ancestral travel

Discover details about ancestor

Email Counselors

Family tree photos

KEY RESOURCES

Present and future family wellbeing

CHANNELS

Advertising

Huge databased (20 Billion records 100 Million family tree)

Word of mouth Website

COST STRUCTURE

REVENUE STREAMS

Delivering and collecting Kit Advertisement

Subscription

Data center cost

Kit sales


COMPETITOR ANALYSIS

FACEBOOK MEMORIAL

ANCESTRY

Memorial page to reflect on the moments youâ&#x20AC;&#x2122;ve shared with family and

DNA to help people gain a new level of understanding about their lives

friends

Opportunity

+

Weakness

-

After analyzing our competitors we identified few opportunities that we would like to have in our own business model and weakness that we would like to avoid in out in our own business model.

-

Long and stressful process

-

Monthly subscription fee can get expensive

-

Provide lot of document to validate

-

DNA test can be tricky from a customer perspective

-

After a while the page is meaningless

-

Uncertainty of the results

-

No awareness about the legacy contact

+

Access to deceased ones memories

+

Intense ancestral data and family tree

+

Inform the loved ones about the deceased one

+

Present and future family wellbeing

+

Free service

+

Family trees can be shared easily across your devices and with non-subscribers


05 ANALYSIS RESEARCH AND BUSINESS MODEL

Using ZAG steps process, we drew our research and defined our own business model canvas

5-01 5-02 5-03 5-04 5-05 5-06

Creative Matrix Value Proposition ZAG steps Competitor SWOT Business model Synthesis


GRANT CHART GANTT CHART WEEK 1

WEEK 2

WEEK 3

WEEK 4

WEEK 5

WEEK 6

WEEK 7

WEEK 8

WEEK 9

NETWORK ANALYSIS MARKET IDENTIFICATION DEFINING NETWORK COMPETITOR RESEARCH BUSINESS MODEL DOCUMENTING USER BRAND DEVELOPMENT NETWORK SALES

PROCESS BOOK

WEEK 10


CREATIVE MATRIX CREATIVE MATRIX

A structure of the creative matrix was built to create an intersection of the 5E’s of User Experience design with our key personas. This was followed by multiple brainstorm sessions with the whole class which included creating quick concepts for what if’s at every stage of an experience.


DECISION MATRIX DECISION MATRIX

After the creative matrix, we started positing the idea into our decision matrix. The matrix was divided into four categories - Not different not good, Different not good, Good but not different and Good and different. Then we cultured similar ideas and selected on which showed opportunities.


TITOR SWOT DECISION MATRIX

Brain memory implantation Allow to store in home forever

Smell the person

Build AR 5D funeral Smell the person

After the creative matrix, we started positing the idea into our decision matrix. The matrix was divided into four categories - Not different not good, Different not good, Good but not different and Good and different. Then we cultured similar ideas and selected on which showed opportunities.

Store the voice and amplify Sell your data for money

Capsule that you can consume and download memories Pick a person who is not in the family and surprise everyone

Increase awareness through lawyers and attorney Sensory que kit to interact with

DIFFERENT BUT NOT GOOD

GOOD AND DIFFERENT

NOT DIFFERENT NOT GOOD

GOOD BUT NOT DIFFERENT

Have a profile page curated as per the liking even after they are death

Family shared online platform

Creating a Facebook graveyard Receive the story book

Get access to ancestor picture any time

Record your voice everyday using AI Robotic body parts implementation to live forever Leave a personalized message for loved one

Holograms of your loved ones

Sharing secrets and create a wall to check them time to time


TITOR SWOT DECISION MATRIX

Brain memory implantation Allow to store in home forever

Smell the person

Build AR 5D funeral Smell the person

After the creative matrix, we started positing the idea into our decision matrix. The matrix was divided into four categories - Not different not good, Different not good, Good but not different and Good and different. Then we cultured similar ideas and selected on which showed opportunities.

Store the voice and amplify Sell your data for money

Capsule that you can consume and download memories

Increase awareness through lawyers and attorney

Pick a person who is not in the family and surprise everyone

Sensory que kit to interact with

DIFFERENT BUT NOT GOOD

GOOD AND DIFFERENT

NOT DIFFERENT NOT GOOD

GOOD BUT NOT DIFFERENT

Have a profile page curated as per the liking even after they are death

Family shared online platform

Creating a Facebook graveyard Receive the story book

Get access to ancestor picture any time

Record your voice everyday using AI Robotic body parts implementation to live forever Leave a personalized message for loved one

Holograms of your loved ones

Sharing secrets and create a wall to check them time to time


DECISION MATRIX OBJECTIVES

AWARENESS Increase awareness about the the service and app

IMPORT DATA

ORGANIZE AND FILTER

Easily connect all your digital memories in one place

Organize and filter your memories based on the choose legacy

Easy and clear selection of legacy contact

CURATE DATA Enhance tour personal memories by giving them a voice Record voice for photos

AI to help users to organize and filter

PHYSICAL KIT Choose from different plans and surprise your loved ones with a personalized kit Your loved ones will use the kit to access your data

PARTNERSHIP Collaborate with digital platforms to get easy access to data in one place Partnership with lawyers and insurance companies


VALUE PROPOSITION PROPOSTIVALUE HYPOTHESIS

WHO FOR OUR SERVICE PROVIDES UNLIKE OUR SOLUTION

A private business who value digital data and its emotional value People who value their digital data and want to leave an emotional impact with their data to their loved ones

A personal service that helps you to seamlessly curate digital memories and leave an emotional impact even after we pass away A platform to collect, organize, filter and curate data for your loved ones Other services and platforms who do not add meaningful experience to the data

Give users a easy assess to personal data and curate memory lane for their loved ones


ZAG STEPS ZAG 17 STEPS PROCESS

1

2 Who are you?

A private business who value digital data and its emotional value

What do you do?

We collect, organize, filter and curate data on our platform

3 What is your vision?

To be a unique platform for users which is trustworthy, and provides a meaningful experience with their digital data

4

5 What wave are you riding?

Who shares the brandspace?

People want to manage their digital data afterlife

Facebook memorial page Ehernime Passbox


ZAG STEPS ZAG 17 STEPS PROCESS

6

7 What makes you the “only”?

Curating the data Giving a voice and creating endless memory lane

What should you add or subtract? Different subscription plans for the users

8

9

10

Who loves you?

Who’s the enemy?

What do they call you?

Young tech users Tech oriented Users with limited time

Privacy policies and laws

RememoToday’s moments are tomorrow’s memories


ZAG STEPS ZAG 17 STEPS PROCESS

11 How do you explain yourself? A platform that takes care of your digital legacy

12 How to you spread the word? Advertisement with lawyer,insurance and social media

13

14

15

How do people engage with you?

What do they experience?

How do you earn their loyalty?

Through app and website, we organize, filter and curate data using AI to make it memorial

Emotional connection between alive and deceased

Providing a trustworthy service

Emotional value added to their digital data

Paring up with big tech (Google, Facebook,Instagram, Ancestry)


ZAG STEPS ZAG 17 STEPS PROCESS

16 How do you extend your success?

Adding personalization and more features to give value to the data and further improving the experience

17 How do you protect your portfolio?

Encrypted data, protected database, and amplifying unique trustworthy partnerships with digital platforms


TITOR SWOT COMPETITOR SWOT

S

W Large database, easy sync to google, facebook other social media accounts

REMEMO

Easy and meaningful way to collect and curate data

Hard for users to trust as we are third party service

Easy way to assign legacy contact

Possibility of data breach

STRENGTH WEAKNESS

O

T

OPPORTUNITY THREAT

The SWOT analysis helped us defining internal and external factors, as well as current and future potential for the selected topic. We mapped the threats, the opportunities, the weakness and the strengths of the topic.

Innovative and meaningful ways to curate data for the users

Policy and law concerns

Adding a physicality to the product to add more value

Convincing digital platforms (Google, Facebook) for the partnership


BUSINESS

REMEMO

BUSINESS MODE CANVAS

Todayâ&#x20AC;&#x2122;s moments are tomorrowâ&#x20AC;&#x2122;s memories

KEY PARTNERS

KEY ACTIVITIES

VALUE PROPOSITIONS

CUSTOMER RELATIONSHIPS

CUSTOMER SEGMENTS

Google

Collect and curate data

Get started with lawyer firms

Ancestry

Maintain the platform

Easy and meaningful way to access to data

Someone who have the desire to leave and pass by his/her data to loved ones and family

Facebook

Expand the services

Insurance Lawyers Financial advisors

KEY RESOURCES

App developers Customer sources Gathered data Privacy policies Encrypted data

Creating emotional connection between the living and the deceased (Emotional support)

Digital support through help page Direct marketing

CHANNELS

Adding more value to the data once the users have it Increasing awareness regarding legacy contact and digital data afterlife

Advertisement on social media, lawyer, financial advisor and insurance First degree network Word of mouth

COST STRUCTURE

REVENUE STREAMS

Marketing advertisement Data container R&D Commission to delivery service General administration cost

life time subscription One time payment with 14 days trial Different fare plans ($199, $299) Data collection

Someone who is dying from some decease and see his/ her time limited and wants to leave story/impact to the family Someone curious about the platform who wants to store and collect data of their loved ones


06 ANALYSIS RESEARCH AND DOCUMENTING USERS After developing our business model, we revises out personas and created user scenarios.

6-01 Pick Scenarios 6-02 Objective 6-03 User Scenarios


GRANT CHART GANTT CHART WEEK 1

WEEK 2

WEEK 3

WEEK 4

WEEK 5

WEEK 6

WEEK 7

WEEK 8

WEEK 9

NETWORK ANALYSIS MARKET IDENTIFICATION DEFINING NETWORK COMPETITOR RESEARCH BUSINESS MODEL DOCUMENTING USER BRAND DEVELOPMENT NETWORK SALES

PROCESS BOOK

WEEK 10


DECISION MATRIX USER SCENARIOS

Creating a scenario helped us articulate the features of the app and identify moments in the user flow that require deeper thinking. We created user scenarios for Simon and Maria and we choose the scenarios from our objectives.


DECISION MATRIX OBJECTIVES

AWARENESS Increase awareness about the the service and app

IMPORT DATA

ORGANIZE AND FILTER

Easily connect all your digital memories in one place

Organize and filter your memories based on the choose legacy

Easy and trustworthy service

CURATE DATA Enhance tour personal memories by giving them a voice Record voice for photos

AI to help users to organize and filter

PHYSICAL KIT Choose from different plans and surprise your loved ones with a personalized kit Your loved ones will use the kit to access your data

PARTNERSHIP Collaborate with digital platforms to get easy access to data in one place Partnership with lawyers and insurance companies


DECISION MATRIX OBJECTIVES

AWARENESS Increase awareness about the the service and app

IMPORT DATA

ORGANIZE AND FILTER

Easily connect all your digital memories in one place

Organize and filter your memories based on the choose legacy

Easy and trustworthy service

CURATE DATA Enhance tour personal memories by giving them a voice Record voice for photos

AI to help users to organize and filter

PHYSICAL KIT Choose from different plans and surprise your loved ones with a personalized kit Your loved ones will use the kit to access your data

PARTNERSHIP Collaborate with digital platforms to get easy access to data in one place Partnership with lawyers and insurance companies


GOAL

DECISION MATRIX USER SCENARIOS

He has been recently diagnosed with cancer he realized he doesn’t have much time

Simon lives in Chicago with his family. He works as a human resource at Ebay. However, a few months ago he was diagnosed with lung cancer. He is at the last stage but he knows that he knows that he doesn’t have much time. He is thinking about how and what he can leave behind to his family.

As he runs the family, he is concerned how to give all the data and recourses to his wife before he is gone

He goes to his attorney to manage his physical will and see how can he leave his assets behind

What all data and resources he is planning to transfer to Maria?

Is he thinking about transferring digital memories to Maria?

SIMON FLET

To know more about digital legacy and Inheritance

Attorney ask him about if there is anything else he want to leave behind

How can we tell people about the app and service?

He is not aware of ways to leave digital legacy

Can attorney ask him about any other assets he wants to leave?

Attorney can introduce to Rememo and talk about the service

" I want to create something special for my wife with the time I have” Steps

Question

Comment

Idea


GOAL

DECISION MATRIX

To know more about digital legacy and Inheritance

USER SCENARIOS

Simon talks about his concern with his digital memories and looking for ways to transfer to Maria

The attorney highly recommended him to download Rememo

He is going to listen to his attorney and use Rememo to transfer his digital legacy to his wife and family

Is attorney the only place we can recommend the app?

Informed and Target Marketing

Attorney can talk about Rememo to Simon

Tie up with Insurance company, digital advertisement for informed marketing

Steps

Question

Comment

Idea


GOAL

DECISION MATRIX USER SCENARIOS

Simon downloads Rememo app on his mobile

Assigning Maria as legacy contact to his accounts and creating something meaningful with his digital data for her

Simon lives in Chicago with his family. He works as a human resource at Ebay. However, a few months ago he was diagnosed with lung cancer. He is at the last stage but he knows that he knows that he doesnâ&#x20AC;&#x2122;t have much time. He is thinking about how and what he can leave behind to his family.

He is excited that he has finally found a service to create something meaningful for Maria

He sign up using his google account and creates his account on Rememo

He choose his wife Maria as his legacy contact

What all platforms we need to provide for users to signup to the app?

Check most commonly used platforms for sign up on other apps

SIMON FLET

Google Facebok

" I want to create something special for my wife with the time I haveâ&#x20AC;? Steps

Question

Comment

Idea


GOAL

DECISION MATRIX

Assigning Maria as legacy contact to his accounts and creating something meaningful with his digital data for her

USER SCENARIOS

He sync his account and imports the digital memories he has with Maria on the app

He sees all his memories related to Maria is in one place

What all platforms we need to provide for users to import their data from?

How can we show all the data in one place?

Using stats to determine what platform people normally store their data on

How can we show memories as categories to make it personalized?

Google Photos, Google Drive, Gmail, Icloud

He gets emotional seeing all their memories together

He now filters the memories he wants to leave to Maria and remove the unnecessary

With the filtered memories, he decides to add emotional value for Maria

To add the emotional value, he decided to add his voice and create a memory lane for her

How can we create a easy user experience to filter and organize digital memories on the app?

How can we enhance the emotional value on the app?

Is he comfortable adding voice to the photo? Do we need to add anything else?

Look for features and tools to enhance emotional value

Use artificial intelligence in the app which recommend him to easily filter and organize the digital memories

Adding a feature to add voice to the filtered digital memories

We can add captions along with the voice that would narrate his emotions

Steps

Question

Comment

Idea


GOAL

DECISION MATRIX

Assigning Maria as legacy contact to his accounts and creating something meaningful with his digital data for her

USER SCENARIOS

He is really happy with how Rememo has created a memory lane with his and Mariaâ&#x20AC;&#x2122;s memories How can we make the service more personalized and memorable?

He plans to deliver the memories in a package to the house

He selects her favorite colour for the package and write a letter for her

He is relieved that he has left beautiful memories and meassage for Maria and his kids to cherish forever

Is he happy with customization features we provide on the app for the user?

Range of colours, shape, size, material, design

Get digital memory later can be delivered physically to the recipient

Basic colours, may be they can add new colour Shape of the box

Steps

Question

Comment

Idea


GOAL

DECISION MATRIX

To inform Maria that Simon has made her legacy contact and left her his digital legacy

USER SCENARIOS

Maria is very sad and low as she has recently lost her husband

She is unable to access his social accounts and mobile. She feels she had lost every memory related to Simon

She is extremely stressed and trying hard to reach out to the mobile services and digital platforms

How can we inform her about Simon leaving her the digital legacy and memories?

When is the ideal time for us to email or send the package to Maria?

MARIA FLET

After few days She receives an email and a physical package from Rememo at the door

How can she get access to the platform and become heir of the digital legacy

We should send the package and email

We can send the email and package to Maria as we get confirmation for Simon death

Add QR/code with the email/package by which she can access the platform

" I’m not able to access Simon’s phone and I’m feel I have lost everything Steps

Question

Comment

Idea


GOAL

DECISION MATRIX

To inform Maria that Simon has made her legacy contact and left her his digital legacy

USER SCENARIOS

She is surprised with the package delivered to her

She realized that Simon has made her the legacy contact and through the code by Rememo, she can easily access his data now

She uses the code and access the platform. She is emotional seeing memory lane Simon had left for her

She is finally relived that through rememo, she has now access to all the data SImon has left for her

Does she know what is legacy contact?

How can we show all that Simon has left for her as part of digital legacy and memories

Show her part of the Rememo where she can see and access the data

Access to digital legacy and endless memory lane

Steps

Question

Comment

Idea


07BRANDING PROTOTYPE & PROTOTYPE & BRANDING The user scenario help up understand the journey map and building up the app. Based on that we developed our branding and prototype.

7-01 7-02 7-03 7-04 7-05 7-06 7-07

Design Studio Card Sorting Low Fidelity Prototype Service Blueprint Brand Pyramid Brand Identity High Fidelity Prototype


GRANT CHART GANTT CHART WEEK 1

WEEK 2

WEEK 3

WEEK 4

WEEK 5

WEEK 6

WEEK 7

WEEK 8

WEEK 9

NETWORK ANALYSIS MARKET IDENTIFICATION DEFINING NETWORK COMPETITOR RESEARCH BUSINESS MODEL DOCUMENTING USER BRAND DEVELOPMENT NETWORK SALES

PROCESS BOOK

WEEK 10


DESIGN STUDIO DESIGN STUDIO

As part of design studio, we started by sketching all the possible screens we might need to fulfill the user scenario we created previously. Initially we start sketching as individual and putting down ideas based on the user scenarios. Later, as a team, we then made sense of the user flow by combing the wireframe sketches and creating a cohesive app experience.


CARD SORTING CARD SORTING

As a way to determine relevance of information in our platform, the card sorting method was used to identify the key categories. These categories would help our platform to understand the user needs better and pair them with most relevant ones.


PROTOTYPE LOW FIDELITY PROTOTYPE

After defining our brand identity, we went back to your app and developed low fidelity prototype. In order to validate the user experience while using Rememo, we designed paper prototype and test them with students. We developed screens on onboarding process, policies we need to consider and data curation experience.


PROTOTYPE LOW FIDELITY PROTOTYPE ON BOARDING PROCESS Overview of the app along with sign up page and legacy contact

WHAT WORKS - Splash screens gave users idea of the app - It is engaging - Introducing to legacy contact in the start was easy for them to

WHAT WE NEED TO WORK - Sign up/Login Page - Importing the data to the app needs to be planned better


PROTOTYPE LOW FIDELITY PROTOTYPE POLICIES Screens that shows policies that needs to be included in the app

WHAT WORKS - Encrypting of data assured users that their data is safe with us - Through insurance card it will be easy to know when to deliver the curated data

WHAT WE NEED TO WORK - Not everyone would have their insurance card or number is handy


PROTOTYPE LOW FIDELITY PROTOTYPE DATA CURATION Screens for organizing, filtering and curating the data uploaded on the app

WHAT WORKS - Splash screens gave users idea of the app - Adding voice to a memory - Introducing to legacy contact in the start was easy for them to

WHAT WE NEED TO WORK - Home page and categories - Change icon for voice - Plan out personalized kit


SERVICE BLUEPRINT SERVICE BLUEPRINT

After developing and reviewing our paper prototype, we developed the service blueprint to map all the steps our users would have to take. We mapped out before, during and after stages of our service.


SERVICE BLUEPRINT SERVICE BLUEPRINT


BRAND PYRAMID BRAND PYRAMID

Creating a brand pyramid helped us build a foundation of our brand which could further be used to create our overall brand look and feel.

Creating an emotional impact through curating digital memories that creates endless memory lane even after we pass away

BRAND ESSENCE

Data inheritance Emotional experience Storytelling using digital memories

PERSONALITY

Share and surprise your loved one

Innovative Empathic

Trustworthy

VALUES

Easy legacy contact Organize, filter and curate data

Reliable

EMOTIONAL BENEFITS

FUNCTIONAL BENEFITS

ATTRIBUTES AND FEATURES

Building connection generation to generation Emotional user experience

Customization

Warm

Personalized

Quick

Innovative

Easy

Imaginative

Trustworthy


BRAND IDENTITY BRAND IDENTITY

Taking into the consideration of brand pyramid, We developed our brand identity. The name Rememo is inspired from the notion of remembering memories and moments. The shades of orange indicates and radiates warmth and energy, which stimulates the emotional connection while curating memories. Blue is the color of trust - which would simulate the emotion of trusting the platform with users digital data and create something special and meaningful for their loved ones.

LOGO

APP ICON

Rememo Remembering

R

Moments

Rememo

R

Memories

COLOURS

PRIMARY FONT

MONUMENT EXTENDED TEXT

FB7760

FF9B89

6CA2FF

293439

D8D8D8

A B C D E F G H I J K L M NO P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9


Rememo


Rememo


Rememo will also offer a subscription plan with the possibility to receive a personalized kit. The service will be add later on when the business will be more consolidate.


Rememo Todayâ&#x20AC;&#x2122;s moments are tomorrowâ&#x20AC;&#x2122;s memories

Your personal service that helps you to seamlessly transfer and curate your digital memories and leaving an emotional impact even after we pass away. Clickable Prototype - https://invis.io/ TUW9ERU6R4F#/407830378_First_Page


PROTOTYPE HIGH FIDELITY PROTOTYPE SPLASH SCREENS The three screens briefly gives the overview of the service and informs about the services the app has to offer.


PROTOTYPE HIGH FIDELITY PROTOTYPE SIGN IN Sign up and create account using your Google or Facebook account

SYNC ACCOUNT Connect memories from all of your digital accounts and important everything important to you


PROTOTYPE HIGH FIDELITY PROTOTYPE LEGACY CONTACT Choose a family member, a friend or simply someone important to look after your memories

REMEMO CONTACT Select one legacy contact from your address book to import memories related to your person you select


PROTOTYPE HIGH FIDELITY PROTOTYPE MEMORY PAGE All the memories related to the legacy contact you select will show up in one place

FILTER & ORGANIZE Rememo will help you organize and filter your memories based on the legacy contact

GIVE YOUR VOICE Give a voice to your personal memories and surprise your love ones


PROTOTYPE HIGH FIDELITY PROTOTYPE REVENUE STREAMS Rememo has 14 days trials. After this time frame the user can select from two different plans based on the number of legacy contacts


COMPETITOR LEGACY CONTACT EASY ACCESS TO LEGACY CONTACT DATA ORGANIZATION DATA FILTER MEMORIES RECORDING CURATING MEMORIES

PA SS BO O K

E IM ET ER N

FA M C EM EB O OO RI K AL PA G

O EM M RE

In the current market competitors are offering the possibility to nominate a legacy contact. Rememo offer the opportunity to curating and preserving in a meaningful ways users digital memories

E

REMEMO COMPETITOR ANALYSIS

Profile for Aashna Poddar

Digital Data Management  

Your personal service that helps you to seamlessly curate digital memories and leaving an emotional impact even after we pass away.

Digital Data Management  

Your personal service that helps you to seamlessly curate digital memories and leaving an emotional impact even after we pass away.

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