Facilitating Creative Thinking

FACILITATE CREATIVE THINKING DMGT 732 | Fall 2015 | Prof. Bruce Claxton

FitCity

Carol Massรก, Stephanie Krell, Chatsuree Isariyasereekul, Jingya Zhang, Yiran Wang, Jay Prajapati

FitCity

TABLE OF CONTENTS Team and Participants................................................................. 04 Introduction....................................................................................06 1. DISCOVER

How we met................................................................................10 Initial Meeting..............................................................................11

2. EXAMINE

Secondary Research.....................................................................16 Primary Research.........................................................................18 Reframe HMW.............................................................................28

3. SOLIDIFY

Affinitizing...................................................................................32 Insights......................................................................................34 Business Model Canvas................................................................ 36

4. IMAGINE

Brainstorming..............................................................................40 Preparing....................................................................................42 Setting up...................................................................................43

5. GO

Workshop Flow............................................................................46 Workshop Activities......................................................................48 Opportunity Statement..................................................................54 Overcoming Concerns.................................................................. 55 Possible Solutions........................................................................56

6. NURTURE

Workshop Analysis.......................................................................60 Client Deliverable......................................................................... 62

7. Summary of Key Learnings......................................................68 8. Appendix....................................................................................72

TEAM AND PARTICIPANTS

YIRAN WanG

CAROL Massรก

Yiran had several years smartphone R&D experience at Lenovo as an UI designer before she came to SCAD. She graduated from China Academy of Art with a New Media Design BFA.

With a background in communication design Carol has worked in production design and ad agency, she is currently pursuing her M.F.A in Design Management.

Ploi is an architect from Thailand who has a passion for creating innovations and solving problems. She loves to explore the world and learn new cultures.

Stephanie is a media specialist from the North Eastern United States who is focusing on design strategy and innovation processes.

Yiran loves wool felting, hand-craft, and make everything by her hands.

Carol loves playing tennis and outdoor activities, although gym might come in handy when she eats too much.

Ploi usually spends her free time doing workout, outdoor activities, and cooking.

Stephanie loves cats & dreams of traveling the world.

04

Chatsuree Isariyasereekul (Ploi)

Stephanie Krell

Jingya Zhang

Jay Prajapati

Bruce Claxton

With her background in photography, Jingya enjoys collaboration with people from different culture. At present, she is strongly passionate for her Design Management education.

Jay has a foundation in Interior and Architecture. He is currently pursuing Industrial Design and he aspires to deep dive into design thinking and innovation strategies.

As a professor at Savannah College of Art and Design, Bruce drives change focusing on Design, Design Thinking and Innovation.

Jingya never goes out without her red hat and camera. Traveling and exploring the world are her life dream!

Jay loves to explore different cuisines, play sports and outdoor activities for recreation.

Bruce continues to nurture his relationships with students and clients globally and is a frequent guest speaker at a number of events.

Taylor Henderson Taylor is the founder of Fit City! A revolutionary new way to a healthier lifestyle. Schedule and meet qualified personal trainers in your area at a time, place and price that you want.

05

INTRODUCTION

06

ABOUT

The Facilitating Creative Thinking class created a challenge for us to learn, apply and co-create with a real client. During this quarter we were able to understand and try out new techniques to broaden our approach to design thinking and how we can apply this process to turn real business problems into opportunity solving.

We were introduced to creative problem solving frameworks such as MDPISA, Synectics Flow and Professor Bruce Claxton’s D.E.S.I.G.N Model. All theses frameworks revealed that having a non-linear process flow is the basic foundation in order to foster an innovative culture. This being said, we would like to share our process flow from these past ten weeks.

07

DISCOVER

HOW we Met?

CREATIVE COAST

START-UP PITCH FINDING OUR CLIENT “We offered to work with him to help identify problems that FitCity faces to facilitate a creative thinking workshop in order to develop innovative solutions.�

Our team attended a community meeting for new businesses to pitch their startup ideas in order to attain funding and support to move forward. Many great opportunities were presented however a fitness App caught our attention with its vibrancy and energy. We approached Taylor Henderson about his Fitcity App to see if he would like to connect with our team.

10

INITIAL Meeting Introduction:

• Greeting at the door • Introduce ourselves (Name, Major and Country)

SCOPE

Setting up the stage:

• Icebreaker Activity • What are the expectations for today’s meeting?

Zag 17 steps:

• Explain this process • Go through 17 steps

5W’s Questions (Analysis):

• Explain what this section is about • Questions:

What is FitCity’s background?

What keeps you up at night? Can you elaborate on this?

Why is this a problem for you?

What have you thought of or tried?

Where did those issues take place?

Who did you work with?

How many where there? Elaborate.

How is FitCity organized?

When did you figure out that this was an issue for you?

What is your fantasy solution?

How was that significant?

Criteria selection:

• Explain what this section is about • Use sharpies to mark down what issues you want to work on • Select and arrange them for the next step

Opportunity Statement:

• Explain what this section is about • Use notepad to build the “How Might We” question

Set up the date for the workshop:

• Give the overall next steps •Somewhere during week 8 (Nov 3rd) - 4hrs

1. DISCOVER 11

INITIAL Meeting WARM UP ACTIVITY ICE BREAKER Mix and match: write down the first object that comes to your mind and with one more person you will try to merge with the other object and make something out of it.

ZAG 17 STEPS Through the ZAG 17 steps activity we were able to engage the client in analyzing and understanding his business core value as well as FitCity branding. This allowed him to explore his brand identity and find out pain points for business improvement.

Questions such as “Who is your enemy?”, “How do you spread the word?”, and “How do you earn their loyalty?” provided him with a holistic perspective of how FitCity can evolve in future strategic planning.

12

“

HOW MIGHT WE DEVELOP AN INNOVATIVE STRATEGIC PROCESS IN ORDER TO SHAPE FITCITY’S BRANDING AND ENRICH THE SERVICE EXPERIENCE WITH A LIMITED BUDGET?

”

1. DISCOVER 13

EXAMINE

Secondary RESEARCH After the initial meeting with Taylor, the team recognized the need to delve into secondary research in order to better understand the nature of the business as well as to find answers to Taylor’s concerns. We divided the research in six categories: • Crowd Sourcing • Fitness Branding • Competitors • Market Trends • Service Experience • Other Funding Opportunities

16

RESEARCH FINDINGS SHARING RESEARCH From the various findings ascertained through secondary research the team was able to identify, sort, and classify information by developing maps to assist with visualizing the process and content.

2. EXAMINE 17

Primary Research DEFINING OUR OBSERVATION PLAN The team began to make general assumptions about users who are both interested in fitness and technology to find a personal trainer in their area. In order to glean solid data about possible market groups it was determined that the team should embark in the observation process.

Each team member chose 1 or 2 locations to observe different types of people in various fitness environments. This data assisted the team with identifying marketable users for the FitCity application.

18

SCAD

THE STUDIO

Observations SCAD STUDENT CENTER

CLUB

FORSYTH + DAFFIN

PARK

FOUNTAINS

COMMUNITY

2. EXAMINE 19

USER 2x2 Taking a moment to consider the user’s involvement in the success of FityCity, the team created a map that would help define the many possible users of the application.

It also provided a means to find user opportunities in groups who might be an untapped market.

20

Interview Questions USER JOURNEY AND NEEDS

What are the motivations for the users?

What is the customer journey of FitCity?

What kind of exercise are you doing?

What are the worst/best process you do during your fitness program?

What time are people going to the gym?

How many times do you exercise per work?

What do you look for when you exercise?

What do you like most about working out? What you don’t like?

Why would you use a fitness app?

LOYALTY BUSINESS PLAN

How could FitCity keep customer loyalty?

Could you initiate branding by giving regular offers and promotions for a long-term sustenance?

What kind of process?

- business model, system process, management.

How much do people pay for their personal trainer?

How much are you willing to pay for a personal trainer?

Could you do branding by giving away free goodies at first time joining?

What kind of risk payment would be happening?

How could you create a branding plan for long-term loyalty program?

What is the plan for setting up a sustainable customer service center?

After an established business, how can you sustain for a longer time?

How could you do branding through FitCity equipment and brand products for promotion and marketing?

INNOVATION PROCESS

How do we cultivate the strategy process?

Why is FitCity innovative?

What kind of process does FitCity provide?

How could FitCity collaborate with customers to co-create the value?

What is the ideal world of a successful fitness app?

How could FitCity balance human touch and online service at the same time?

How would you like us to pitch in FitCity as Uber?

What is the fitness differentiation?

What is FitCity’s initial strategy?

FINANCIAL PERFORMANCE

How to control the purchase budget?

How much budget will be spent?

How to deal with if the budget gets over?

How to control the cost?

How to generate and establish a separate funding department for branding?

How to approach branding with limited budget?

How could you get more money?

How do you find budget for this?

What organization can support funds for the start-up?

How to manage the financial performance?

MEDIA CHANNELS

Could you start branding from family and friends?

What are the competitors doing?

What kind of media will FitCity use for delivering the idea?

Which customer service competitor is FitCity looking for?

Would immediate advertising work or not?

Could you start branding through Social media groups?

2. EXAMINE 21

Interviewers ERICA

“Outdoors. Is refreshing to see new things. Makes it exciting and not mundane.”

FRANCISCO

“Free will to have my own choices and schedule.”

- Erica, 25, US

“Having a healthy well balanced diet is important for me.”

- Francisco, 25, Portugal

JOANA

“I like running outside because I can adapt better to different tracks and climate.”

- Joana, 27, Portugal

“The SCAD gym is too far from my home, I rather go here (Forsyth Park)...”

- Priyanka, 27, India

22

PRIYANKA

wearable

e tech

SURVEY ACTIVITIES:

19%

Bike

20%

Yoga

Weight-Lift

25%

Running

36%

We conducted an online Survey that was shared through social media asking people to describe their fitness experience, what apps do they use while exercising, personal training experience, and indoor/outdoor activity preferences. We received over a 100 responses from a diverse group of individuals ranging in both age and occupation.

HAVE YOU EVER USED A PERSONAL TRAINER?

*data from survey based on 100 responses

"I would go to the gym if I had full time assistance" (Priyanka - 27 - Grad Student)

indoors

YES

"I want to be fit, I want to look good."

"I want free will to have my own choices and schedules"

(Male - 24 - SCAD Student)

(Erica - 25 - Grad Student)

outdoors

36.2% NO

KEY FEATURES

direct notification

tracking performance

energy consumption consuming

cheap

monitor calories

flexibility

virtual trainer guide

app engagement

63.8% *data from survey based on 100 responses

2. EXAMINE 23

offering Activity MAp By using this framework we were able to describe FitCity’s main offering, how it relates to key activities and the cultural context, providing us a chance to find opportunity gaps for our client’s application.

It helped us broaden our mindsets in terms of the fitness industry and foster strategy for FitCity’s own culture in order to develop user loyalty.

24

Competitor 2x2 Research revealed many competitors in the fitness application world.

Using a competitor map, the team was able to determine where did FitCity’s value statement fit into the market opportunity.

2. EXAMINE 25

Personas At first, FitCity had not established their key players. Team FitCity helped create personas through empathy maps and attribute descriptions. They were based on research, interviews and the FitCity marketing proposal. We developed four persona types: Business Traveler, Weight Loss, Fitness Enthusiast, and Personal Trainer. By doing this, we were able to represent the main users for the App(lication) by giving our client more solid and constructive information.

26

2. EXAMINE 27

Reframe “How might we...”

28

How do we cultivate the strategy process?

Why is FitCity innovative?

What kind of process does FitCity provide?

How could FitCity collaborate with customers to co-create the value?

What is the ideal world of a successful fitness app?

How could FitCity balance human touch and online service at the same time?

How would you like us to pitch in FitCity as Uber?

During Secondary and Primary Findings we developed a Research Matrix to analyze our content and we clustered them into five buckets: User Journey and Needs, Loyalty Business Plan, Innovation Process, Financial Performance and Media Channels.

What is the fitness differentiation?

What is FitCity’s initial strategy?

In order to find consistent insights from this research, we shared with our client these five buckets and asked him which he would like to work on. He then chose User Journey and Needs with Loyalty Business Plan. That helped us reframe our “How might we...” question and find insights focused on these two buckets.

2. EXAMINE 29

SOLIDIFY

AFFINITIZING

32

After collecting secondary and primary findings and reframing FitCity’s “How might we...” our next step was to converge and synthesize all of this data in order to find our clients key insights.

We found 4 main insights during our affinity session. Those insights were used to develop our workshop activities later on. The main objective was to expand our client’s mind frame in terms of valuable strategic directions.

3. SOLIDIFY 33

INSIGHTS Authenticity is the key

1

Personal Training Experience should be authentic “I want a safe and authentic personal training experience”

Just do it

2

Environment should have a desirable offering to provide an enjoyable experience Motivation is influenced by emotions “I prefer to exercise in locations that are desirable and accessible”

34

I want what I want

3

Customization offers more flexibility to the users The decision to use an app is impacted by usability factors “I want to be able to choose time and locations that suit my needs”

Fit Squad

4

Social Media drives encouragement and participation with others “I feel encouraged and stimulated when performing with others”

3. SOLIDIFY 35

Business Model Canvas

36

A Business Canvas Model was created to visualize and sort the pertinent client, partner, and revenue data into one arena. The potential user opportunities were placed within the model to showcase how FitCity could expand its business to new markets in order to create possible new revenue streams.

3. SOLIDIFY 37

IMAGINE

Brainstorming Workshop

FACILITATE IDEATION Our solution: a fitness circuit!

40

The challenge the team faced was how to facilitate a creative thinking workshop around the research we had found, and the resources we developed in order to co-create solutions with FitCity founder, Taylor.

Our workshop was to be based off of using fitness activities to facilitate creative thinking. It was decided that our goals and wishes section would be developed through creative problem solving techniques. The team set to work ideating fun ways to get our creative juices flowing while helping to solve Taylor’s dilemmas.

4. IMAGINE

41

Preparing the Workshop

THE NIGHT BEFORE

FITNESS PREPARATION Team FitCity takes its work seriously. Spending several hours over multiple days preparing for the workshop through team meetings, rehearsals, and role playing.

Walking through the process creates a platform for success for everyone involved

4. IMAGINE 42

Setting up

Gathering Hula-Hoops, Yoga Mats, Bar Bells, Elastic Bands, and other miscellaneous design supplies, Team FitCity created a design thinking fitness circuit to build an environment for innovation in order to develop plausible solutions.

4. IMAGINE

43

GO

Workshop flow

WE USED THE SYNECTICS FLOW

46

+ ROLE PLAYING PERSONAS

1 | Expectations

5 | Idea Selection:

2 | Research & Findings:

6 | Overcoming Concerns:

3 | Reframe HMW:

• Discuss advantages of the chosen idea

• Discuss disadvantages of the chosen idea

4 | Goals & Wishes:

• Turn disadvantages into opportunities

• Fitness Stations: “I WISH…”:

7 | Possible Solutions

Crazy 8’s + Circle of Opportunity + Fitness Analogies + Fantasy Excursion

8 | Next Steps

• Employ MindMap Technique

5. GO

47

Workshop Activities STATION 1:

“AUTHENTICITY IS THE KEY” STATION 2:

“FIT SQUAD”

STATION 3:

“I WANT WHAT I WANT” STATION 4:

“JUST DO IT” 48

“Authenticity is the key”

STATION 1

CRAZY 8’S

What makes the Personal Training experience safe and enjoyable Actions: Hopscotch Directions: Each player jumps to 8 spots and has 45 seconds to ideate a new solution for authentic experiences for users Materials: tape on floor

5. GO

49

“Fit Squad”

STATION 2

CIRCLE OF OPPORTUNITY

djahfygk udfhusrhf sfdkuhs shfuh fsuhgl fdh fshj hfms hafmjdhsadjkhajd dafjhdasjj

50

dahfj dhafh dhh dajha

Building community & culture for fitness Actions: Hula-Hoop with water bottle spinner Directions: Each player spins the bottle twice to select two attributes, then they ideate with those attributes to create a solution for building fitness community and culture Materials: Hula-Hoop, Water Bottle, Attributes Cards, Yoga Mats

5. GO

51

“I want what I want�

STATION 3

ANALOGIES

This insight pertains to the FitCity application for users who want a customizable experience to make workouts fit within their schedule and interests Actions: Fitness Circuit of abs and arms Directions: Two rounds- first rounds is Personal Analogy (When you compare yourself to an object) <i wish i was transparent> Second round is Direct Analogy (When you compare two objects) <this idea builds off of consecutive ideas>. Each Person starts at their station. You start your abs or arms workout, once you have an idea yell it out and pause til all 5 players have an idea. Swap stations and do it again.

Materials: Yoga Mats + Hand Weights

52

â&#x20AC;&#x153;Just do itâ&#x20AC;?

STATION 4

EXCURSIONS+FANTASY Provide motivation and positive environments in order to stay active Actions: Sensory Immersion Directions: Using a fantasy world to help ideate solutions, we will break into two teams of three. 1 Facilitator and 2 players per team. We will listen to 3 songs (3 minutes each) while blindfolded and say ideas that come to mind for each of three scenarios (Marathon Training/Weight Loss/Body Toning) Materials: Speaker, Music, Yoga Mats, Blindfolds

5. GO 53

Opportunity Statement

“

DEVELOPING AN AVATAR CREATES USER INVESTMENT & ENGAGEMENT

“

ADVANTAGES

• increase user engagement • drive user engage & stay on the app • customization • give user flexibility of time • relying & dependent (because people spend time so much on create profile)

DISADVANTAGES • prototype & timing back-end certification verify personal trainer • users not comfortable with technology

54

Ploi facilitating during FItCity workshop

Overcoming concerns [1] PROTOTYPE & TIMING

• partnerships • market research • short cut through other apps • reservation engine • copyright • focus group: main users

[2] USERS NOT COMFORTABLE WITH TECHNOLOGY

• contract facilitation for non-tech users • big tablet for non-tech users • physical interaction, but links to tech • focus group: main users

5. GO

55

Possible Solution

56

Re li

I want

Enjoyable t | | C n e om m n

authenticity le tab r fo

Pro pe r

I want

I want

experience

flexibility

Convenie n ut | t ko |E or W

En vir o

nt cie

After reviewing disadvantages of ‘Prototyping & Timing’ the team moved into ‘Users not comfortable With Technology’ which in turn led us to the idea of ‘FitCity Concierge’.

This feature allows people less comfortable with technology to still gain access to FitCity’s services.

|

lue Va

Team FitCity found its ‘Golden Moment’ after turning disadvantages into opportunities out of ideas selected from the Goals & Wishes section.

le ab

ommunicatio | C n

enabler s personal trainers

schedule

social media

equipment

cost

locations

5. GO

57

NURTURE

Workshop Analysis

Activities Outdoors Social Events

60

Package Deals Partnerships

FitCity Culture

Fitness Performance Motivation Equipment

Efficien

ncy

After the workshop’s huge success, Team FitCity took our work back to the office where we analyzed every idea, solution, advantage, and disadvantage in order to separate the many thoughts into different categories.

We established the following 9 headlines: • Activities • Outdoors • Social Events, Social Media • Schedule • Technology, Travel, Fitness Performance • Motivation • Equipment, Profile, FitCity Culture, Reputation, Efficiency, Package Deals • Partnerships

Reputation

Travel

Social Media Schedule Technology

Profile

6. NURTURE 61

Client Deliverable Activities Outdoors Social Events

- Exercise tour with different activities (e.g Tai Chi/ Muay Thai) - Outdoor environments: Parks/Hiking - Equipment to bring with me outside helps me feel more comfortable - Outdoor Yoga Culture. Traveling club: Yellowstone Park (with bears), Beach (with hot girls), Snow (with huskies & sleds) - Hip Hop Dance performance: Location - Dance Contest with elastic bands- Hip Hop & Ballet - Build community through meeting on location (at the beach, etc.)

- Meet different friends from working out - Groups with similar interests workout together - Service station (provide food and drink) - Matching people with same goals & interests - Personal trainer takes clients outdoor for training to increase performance - Group exercise encourages motivation - Having a professional, knowledgeable coach - Build empathy with coach (ex.message with coach)

Package Deals Partnerships

- Hotel Partnerships: points w/ hotels and airfare - Hotel Offers use of gym: creates discount from P.T - Celebrity Meet & Greet: famous models/athletes etc.

- High Profile P.T’s - P.T Offers Trail Sessions and/or Package Deals - Celebrity Tips to keep you engaged - Healthy & Lifestyle tips with endorsements - Theme Parties: Yoga/Crossfit/Bodybuilding - FitCity concierge - Traveling Clubs that partner with major parks - Payment installments/Package Deals/Contracts - P.T’s make contracts with hotels to create ‘regular’ clientele - P.T’s send out videos or memos on how to effectively work out different parts of your body - The more you schedule through the FitCity app the more discounts I get: gym clothes/athletic store rebates

62

FitCity Culture

- Step by step plan - FitCity Olympic: major event once a year - More achievement: high targets and competitive - Participate in competitions for motivation and engagement - Find users and workout buddies in other locations - To get lean body: specialized personal training focus on diet plan to achieve goals faster - Various other user groups of similar interest to workout together - Diet plan - Track my performance - Constantly notified of workout time and goals - P.T give suggestion of what exercise and how long - Focus training each day on different body part - Tug of war with elastic bands - Reaches lots of people, places, & culture - FitCity merchandise: keychain, hand-band, barbell

Fitness Performance Motivation Equipment

- App: Tracking position, sequence, and performance including also preparation (e.g marathon) - Workout performance with reward points (Personal Trainer and Users) - Countdown, plan achievement outline - Group exercise - Exercise intensity - App: Customized training with a diet plan - Healthy Lifestyle tips (with endorsements) - FitCity provides accessories (merchandising) - Regular Personal Trainer advice - Voice Notification - Exercise tour with different activities (e.g Tai Chi/ Muay Thai) - Fitness parties - Celebrities to keep you engaged - Music - Positive Reinforcement Notifications

6. NURTURE 63

Client Deliverable Efficiency

- Step by step plan - Balanced plan that recommends food and exercise - Healthy lifestyle tips with endorsements - Progress plateau: expert advice forum - Grad student building with student body with similar time schedule - Equipment to bring with me outside and help me feel more comfortable - P.T: trial session: package deal - Sync calendar:scheduling - Adjustable weight barbell easier to transport - Sharable button - Connect to other users with similar interest - Find users and workout buddies in other locations - Use it at my earliest convenience: immediate real-time response - Fitcity can tell me what I can eat: suggested healthy food - Busy: accessible flexible schedule - Every hotel I stay I can use app to find a P.T near me - FitCity in a wearable device to provide support and motivation (hands free) - Matching people with same goal and interest - Focus training each day each body part - FitCity concierge - Weather Tracking Notifications

Reputation

- App should earn more points when I workout more - I can see the education that the personal trainer has. that they are certified, their achievements, or focus training - Get a reward or gift card - Participate in competition for motivation and engagement - People can share my personal trainer profile to get more clients and build reputation - Reward personal trainer for building clients and tracking usage - Having professionally knowledgeable coach - Progress platform: expert advice forum - P.T doubles their client base; spends less in advertising

64

Travel

- Find users or workout buddies in other locations - Every hotel I stay, I can use the app to find a personal trainer near me - Hotel offers use of gym: discount from personal trainer - Connects traveling users for workout buddies - FitCity sends recommended travel kit

Social Media Schedule Technology

- Matching people with the same goals and interests - Tracking performance to achieve my goal - App notifications during the workout - Sharable workout training and progress - FitCity in a wearable device in order to exercise with your hands free - Flexibility to schedule the workout - App tells me how many calories Iâ&#x20AC;&#x2122;m burning - Find FitCity buddies in other locations - Share the experience - Connect with other FitCity user with similar interests - Sync calendar with your other devices - Facebook events - Share videos (Vine/Vimeo/Snapchat) - Connect FitCity travelling users to workout

Profile

- Create a story at the park, get a badge - I can find a high profile personal trainer - People can share my personal trainer profile to get more clients and build reputation - In depth profile that guides you- relationship building - Body imagery: relatable - User or trainer profile like Instagram: view video clip by trainers or user profile

6. NURTURE 65

SUMMARY

What we learned

68

“During the whole process, I learned how to converge, diverge, reframe, and imagine group integration. I also studied how to apply the knowledge of facilitating design management methods to the clients who are not familiar with design thinking in order to come up with something new to gear up their business.”

“Learning how to follow the flow of the synectics process in order to discover key insights, while incorporating design thinking methodologies and creative problem solving techniques, was highly effective at teaching me leadership and facilitation skills.”

“The process of co-creating with a real client demonstrated to me another perspective of how it’s possible to innovate and organize a potential business strategy by adapting design thinking tools with new creative ways for problem solving.”

“I learned many lateral thinking principles and generative methods in order to better solve problems and conduct creative exploration. At the same time, I gained a chance to apply design thinking to real startup businesses with a group of people of diverse backgrounds, goals and experiences. It was a fun adventure!”

“I developed and applied tools and methods that are useful for facilitating creative activities. In this class I have an opportunity to apply those tools with a legit client. It has allowed me to learn with new point of view. More importantly, I have learned how to collaborate, which is the key to be successful and create efficient outcomes.” business by using varied creative approaches.”

“The process of creative problem solving helped me learn various tools and methodologies that lead to a co-creating session with an actual client. Several meetings with the client gave an opportunity to facilitate a collaborative session. During the meeting we developed potential innovative outcomes to strategize for better business by using varied creative approaches.”

7. KEY LEARNINGS

69

APPENDIX

Other Deliverables

Systemâ&#x20AC;&#x2122;s Map from Initial Meeting

72

Mindmap from Workshop

Funding Options

Workshop Video

8. APPENDIX 73

REFERENCES (n.d.). Retrieved November 14, 2015, from http://www.Indiegogo.com (n.d.). Retrieved November 14, 2015, from http://www.Kickstarter.com (n.d.). Retrieved November 14, 2015, from http://en.wikipedia.org/wiki/Sharing_ economy (n.d.). Retrieved November 14, 2015, from https://en.wikipedia.org/wiki/ Customer_experience 10 Ideas for Event Branding on a Small Budget. (n.d.). Retrieved November 14,

2015, from http://www.printwand.com/blog/10-ideas-for-event branding-on-a-small-budget 10 TRENDS FOR 2015 | trendwatching.com. (n.d.). Retrieved November

14, 2015, from http://trendwatching.com/trends/10-trends-for-

2015/?utm_medium=email&utm_campaign=GB Dec 2014 Trend-Rating Notif RoW&utm_content=GB Dec 2014 Trend-Rating-Notif RoW Version

A CID_2cb92e43d253f841300dbad9e913dc12&utm_source=Campaign Monito 9 Ways to Help MapMyFitness Provide You with the Best Customer Experience.

(n.d.). Retrieved November 14, 2015, from https://support.

mapmyfitness.com/hc/en-us/articles/200021369-9-Ways-to-Help MapMyFitness-Provide-You-with-the-Best-Customer-Experience Andjelic, A. (2014, April 22). How Brands Can Win At The Sharing Economy.

Retrieved November 14, 2015, from http://www.fastcocreate. com/3029534/how-brands-can-win-at-the-sharing-economy

Betaspring. (n.d.). Retrieved November 14, 2015, from http://www.betaspring. com/ Branding. (n.d.). Retrieved November 14, 2015, from http://www.entrepreneur. com/encyclopedia/branding Breakthroughs that will re-shape the gym industry. (n.d.). Retrieved November

14, 2015, from http://www.reportlinker.com/ci02154/Fitness.html Brownlee, J. (2015, January 5). 4 Tech Trends That Will Define 2015, Selected

By Frog. Retrieved November 14, 2015, from http://www.fastcodesign.

com/3040368/4-tech-trends-that-will-define-2015-selected-by-frog Business Crowdfunding. (n.d.). Retrieved November 14, 2015, from http://www.

Fundable.com C. Kooser, A. (n.d.). A Description of Excellent Customer Service. Retrieved

November 14, 2015, from http://smallbusiness.chron.com/description- excellent-customer-service-2083.html Dennis, S. (2015, September 1). Marketing’s New ‘Power of Now’ Retrieved

November 14, 2015, from https://www.thinkwithgoogle.com/articles/ marketings-new-power-of-now.html Design Forecast 2015. (n.d.). Retrieved November 14, 2015, from http://www.

gensler.com/uploads/document/387/file/df15-designforecast.pdf Discover FitStar - Inspiring people to live healthier lives. (n.d.). Retrieved

November 15, 2015, from http://fitstar.com/

Arthur Kratzman, V., & Stamford, F. (n.d.). US Fitness Industru Market Overview

and Entry Strategies. Retrieved November 14, 2015, from https://www.

tekes.fi/globalassets/julkaisut/us_fitness.pdf

Durant, J. (2010, October 26). Brand Positioning and Promise | Bop Design

Blog. Retrieved November 14, 2015, from https://www.bopdesign.com/ bop-blog/2010/10/brand-positioning-and-promise/

Bajarin, T. (2014, May 19). Why the Maker Movement Is Important to America’s

Future. Retrieved November 14, 2015, from http://time.com/104210/ maker-faire-maker-movement/

Eat Right. (n.d.). Retrieved November 15, 2015, from http://www.fitcitysa.com/

eat-right

74

FitCity New York. (n.d.). Retrieved November 15, 2015, from http://fitcitynewyork.

com/ Fitness Industry Analysis 2015 - Cost & Trends. (n.d.). Retrieved November 14,

2015, from https://www.franchisehelp.com/industry-reports/fitness industry-report/ Fitness for All. (n.d.). Retrieved November 14, 2015, from http://www.ideafit.

com/fitness-library/fitness-grants Free Government Grants & Money Details. (n.d.). Retrieved November 14, 2015,

from http://www.usgrantsguide.com/gtypes.htm Grants for Promoting Physical Activity & Wellness. (2015, October 12). Retrieved

November 14, 2015, from http://www.livestrong.com/article/341018- grants-for-promoting-physical-activity-wellness/ Great Branding From a Fitness Startup. (2012, August 2). Retrieved November

14, 2015, from https://www.americanexpress.com/us/small-business/

openforum/articles/great-branding-from-a-fitness-startup/ Growing business opportunities for healthy living. (n.d.). Retrieved November

14, 2015, from http://www.bain.com/publications/articles/growing- business-opportunities-for-healthy-living.aspx Gym, Health & Fitness Clubs in the US: Market Research Report. (n.d.).

Retrieved November 14, 2015, from http://www.ibisworld.com/industry/

default.aspx?indid=1655 Hendricks, D. (n.d.). 4 Great Tips For Finding Funding For Your Startup.

Retrieved November 14, 2015, from http://www.forbes.com/sites/

drewhendricks/2013/10/31/4-great-tips-for-finding-funding-for-your- startup/ Hogan, S. (n.d.). Positioning a Brand in the Marketplace. Retrieved November

14, 2015, from http://www.lippincott.com/en/insights/positioning-a- brand-in-the-marketplace/

Home. (n.d.). Retrieved November 14, 2015, from http://www.jsf.co/ Home. (n.d.). Retrieved November 14, 2015, from http://www.launch.co/ IHRSA - Industry Research. (n.d.). Retrieved November 14, 2015, from http:// www.ihrsa.org/industry-research/ Kelly, L. (n.d.). Managing your customerâ&#x20AC;&#x2122;s multi-channel service experience.

Retrieved November 14, 2015, from http://www.computerweekly.com/ feature/Managing-your-customers-multi-channel-service-experience Kirby-Brown, C. (n.d.). Fitness Industry Trends 2014. Retrieved November 14,

2015, from https://www.ezypay.com/files/downloads/2014 Fitness

Industry Trends.pdf Lavingia, C. (n.d.). Should You Put Travel Above Your Career?

Retrieved November 14, 2015, from http://www.forbes.com/sites/

millennialmoney/2015/04/06/should-you-put-travel-above-your-career/ Mobile App Marketing Insights: How Consumers Really Find and Use Your

Apps. (n.d.). Retrieved November 14, 2015, from https://www. thinkwithgoogle.com/articles/mobile-app-marketing-insights.html Morris, T. (n.d.). Customer Service Experience Archives - Parature.

Retrieved November 14, 2015, from http://www.parature.com/category/ customerserviceexperience/ Morris, T. (2015, May 7). 10 Things Mom Can Teach Us About Customer Service

- Parature. Retrieved November 14, 2015, from http://www.parature. com/mothers-day-customer-service/ Morris, T. (2015, May 26). 7 Ways Customer Service Can Support Sales Parature. Retrieved November 14, 2015, from http://www.parature.com/ customer-service-supports-sales/

8. APPENDIX 75

REFERENCES Morris, T. (2015, June 26). 6 Things Every CEO Should Know about Customer

Service - Parature. Retrieved November 14, 2015, from http://www.

parature.com/6-things-ceo-customer-service/ Morris, T. (2015, August 21). 20 Top Customer Focused Takeaways from CRM

Evolution - Parature. Retrieved November 14, 2015, from http://www. parature.com/crm-evolution-takeaways/ Most Current Fitness Industry Statistics - Part 1. (2013, May 20). Retrieved

November 14, 2015, from https://blog.gyminsight.com/859-most-

current-fitness-industry-statistics/

Nike Run Club. (n.d.). Retrieved November 14, 2015, from https://www. thinkwithgoogle.com/campaigns/nike-run-club.html O’Hear, S. (2014, April 14). Sportsetter Is A Fitness Experiences App That Helps

Tackle Gym Apathy. Retrieved November 14, 2015, from http:// techcrunch.com/2014/04/14/sportsetter/ President’s Council on Fitness, Sports & Nutrition. (n.d.). Retrieved November

15, 2015, from http://www.fitness.gov/ Shaw, C. (2014, May 1). Service Process vs. Service Experience: Solving the

Customer’s Problem vs. Owning the Customer’s Issue | Beyond

Philosophy | CX Consultants | Customer Experience. Retrieved

November 14, 2015, from http://beyondphilosophy.com/service process-vs-service-experience-solving-customers-problem-vs-owning customers-issue/ Solomon, M. (n.d.). Are You Forgetting The ‘Experience’ Part Of The Customer

Service Experience? Retrieved November 14, 2015, from http://www. forbes.com/sites/micahsolomon/2015/01/03/dont-forget-the experience-part-of-the-customer-service-experience/ Startup Resources - Garage Technology Ventures. (n.d.). Retrieved November

14, 2015, from http://www.garage.com/resources/

76

The Customer Journey to Online Purchase – Think with Google. (n.d.). Retrieved

November 14, 2015, from https://www.thinkwithgoogle.com/tools/

customer-journey-to-online-purchase.html#!/the-us/beauty-and-fitness /small/generic-paid-search The Era of Living Services. (n.d.). Retrieved November 14, 2015, from https:// www.fjordnet.com/conversations/the-era-of-living-services/ The Next Wave In Branding: Merging Experiences Across Markets. (2013, March

13). Retrieved November 14, 2015, from http://www.fastcodesign.

com/1672118/the-next-wave-in-branding-merging-experiences-across- markets The World’s Top 10 Most Innovative Companies In Fitness. (2014, February 18).

Retrieved November 14, 2015, from http://www.fastcompany.

com/3026316/most-innovative-companies-2014/the-worlds-top-10 most-innovative-companies-in-fitness Vozza, S. (2015, October 12). 15 Habits That Will Totally Transform Your

Productivity. Retrieved November 14, 2015, from http://www. fastcompany.com/3051540/secrets-of-the-most-productive-people/15- habits-that-will-totally-transform-your-productivit WITNESS THE FITNESS: A Look at Workout Trends Across the Country. (n.d.).

Retrieved November 14, 2015, from https://think.storage.googleapis. com/docs/workout-trends-across-the-country_infographics.pdf We’re Turning Venture Capital on Its Head. (n.d.). Retrieved November 14, 2015,

from http://firstround.com/ Wearable Tech: The Ultimate Lifestyle Product? | Branding Magazine.

(n.d.). Retrieved November 14, 2015, from http://www. brandingmagazine.com/2014/01/13/wearable-tech-ices-2014/ Welcome | RocketHub. (n.d.). Retrieved November 14, 2015, from http://www.

Rockethub.com

Acknowledgements Team FitCity would like to thank The Creative Coast for sharing their many connections and providing a space for our Synectics Workshop! We would also like to take a moment to thank Taylor Henderson for inviting us to work alongside him in his efforts to build his new business; FitCity.

Last but not least, a very sincere and special thank you to Bruce Claxton for sharing his expertise and guidance with us as we travel further down our paths preparing us for our future careers.

Sincerely,

Team FitCity at SCAD

8. APPENDIX

77

FitCity Fall 2015 | DMGT 732 | Prof.Bruce Claxton

Carol Massรก, Stephanie Krell, Chatsuree Isariyasereekul, Jingya Zhang, Yiran Wang, Jay Prajapati