Alpha - For the young starters

Process Book : TEAM ALPHA DMGT 720 | Spring 2016 | Design Innovation Development Professor Bruce Claxton Garima Gupta, Shreya Dhawan, Summer (Yaqiong) Qiao, Vaibhav Bhanot

index The Team ......................................3 Project Timeline ......................................4 Part 1: Network Analysis ......................................5 Part 2: Network Concepts ....................................11 Part 3: Defining the Social Network ....................................24 Part 4: Reframe ....................................38 Part 5: Business Model Generation ....................................52 Part 6: Competitors and Research Analysis ....................................58 Part 7: Prototyping and Brand Development....................................65

Future vision for Alpha ....................................85 Conclusion and Learnings from the process ....................................88

Disclaimer: Š 2016 Team Alpha All images and illustrations were created by the design team unless otherwise stated.

The editorial content of this process book was entirely created by the design team and does not necessarily reflect the views of Savannah College of Art and Design.

Apple macintosh OS X computers using Adobe Creative Cloud software (InDesign, Photoshop and Illustrator) were used to detail all -- pages. Typefaces happyfox and ubuntu were used.

Appendix A ....................................89 Bibliography ....................................99

VAIBHAV BHANOT MA DMGT

Shreya DHAWAN MFA SERVICE DESIGN

SUMMER QIAO MA DMGT

GARIMA GUPTA MA DMGT

Project timeline

part 1

Social Network analysis

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defining SOCIAL Network The journey of this project started with understanding how existing social networks function, their intrinsic characteristics, what makes them work and what leads to failure.

Figure 1.1 Team Brainstorming 720 | Spring 2016 | Process Book

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SOCIALnetwork Networkanalysis Analysis Sharing

Trading

Knowledge

Brand

Services

SOCIAL NETWORK

People

Trending

Connections

Technology

Collaboration

Figure 1.2 Prime characteristics of social networks (top)

These 10 characteristics were identified from the mind map. Technology was recognized as one the key factors in the functioning of any social network in today’s time or in the future Figure 1.3 Social networks mind-map (left)

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This mind-map was generated by the design team in order to understand the intrinsic characteristics and functions of social networks. This map also helped in realizing the different categories of existing social networks. Successful networks across various categories were listed for analyzation.

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opportunity maps Technology

Technology

Sharing

Factors Technology Collaboration Brand Services Sharing Trading People Connections Trending Knowledge

Figure 1.4 Opportunity maps.

Figure 1.5 Opportunity map - technology and sharing

Multiple opportunity maps were created by plotting the listed social networks on 2X2 matrices.

Technology was kept constant on the y-axis and the other factors were plotted one by one on the x-axis.

The highlighted area on the map shows existing empty spaces for a prospective social network. For the other opportunity maps, please refer Appendix A.

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Connections, Knowledge, People and Sharing emerged as key areas from the opportunity maps. The following ideas were generated from them: Technology Knowledge Sharing Biggest Opportunity

Biggest Opportunity

Connections

Knowledge

Multi-Cultural Sharing Factors Biggest Opportunity

People

Biggest Opportunity

Sharing

Resource/Service Sharing

Communal Sharing Figure 1.6 Determining the Opportunity areas.

The 9 opportunity maps generated were overlapped in order to determine the biggest opportunity in each quadrant.

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Sharing by Saving SAVE MORE

SHARE MORE

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part 2

network concepts

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DEFEATS FIRST TIMES STORIES SUCCESS GIFTS ANTIQUES

RELIGION HABITS TRADITIONS TRIBES COMMUNITY LANGUAGES

CULTURE TIME

MEMORIES

SLEEP

SLEEP HUMANNITY

STRENGTH CONVERSATION

EFFORT DATA

EMOTIONS

BANKS

FINANCE RELATIONSHIPS LIFE DEATHS HUMAN ORGANS

DYING FALLING SICK

SAVING Saving

PEOPLE

EVENTS

SITUATION HISTORICAL

AS A HABIT

THE SELF

ROUTINE CULTURE AWARENESS

CALORIES IDENTITY REPUTATION

WISHES

RESOURCES

RIVERS TREE WILDLIFE ANIMALS NATURAL ARTIFICIAL

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FOOD/CANDIES FURBITURES/OBJECTS/CLOTHES BUILDINGS/ ARCHITECTURE ELECTRICITY/WATER/ENERGY/FUEL

In order to take the concept forward, the design team made two rigorous mind maps separately for sharing and saving These mind maps helped in widening the scope and thinking beyond the obvious.

Figure 2.1 Mind maps- Saving (left) 12

ORGNAZATION THERAPY ANIMALS

TEACHERS

DIGITAL DIFFUSION

FUTURE

EPHEMERAL

MANAGEMENT MEMORIES

EMAILS

ROBOTS

CHANGES

SPIRITUAL

NIGHT

SCHOOLS

SOCIAL

DAY

ETERNAL

LAUGUAGE GEOGRAPHY

ADOPTION QUICK WIFI INNOVATION

FRIENDSHIPS

THOUGHTS

HABITS RELIGION

NATURE

PARKS TREES

SUNSHINE

SOLAR

AIR EARTH

BETRAYAL INSECURE EMOTIONS FRIENDSHIP

SCHOOL

FAMILY

ROOM

CLOUD EGO DISTANCE

CAFE

CULTURE MEAL TABLE

CHEF ORGANIC

COOKING

INGREDIENTS WAST RESTAURANT

DELIVERY

AGRICULTURE

HABITS

BARS

SHOPPING ACOOMPLISHMENT HOPEFUL EXHAUSTED STRESSED HUNGRY SILLY MOTIVATED EXITEMENT SATISFIED RELAXED

CONFUSED LOVELY SICK

SADNESS TIRED HEART BROKEN HAPPINESS ANNOYED GRATEFUL HELECOPETER ROCKET TRUCKS BUS CARS TRAINS AIRPLANS MOTORCYCLE HOTELS

TRANSPORTATION

SCHOOL

MONEY

HUMAN TECHNOLOGY NETWORK WATER

BUSINESS

BUSINESS

BRAND

PLUMBER

CULTURE STAKEHOLDERS RESOURCES B2B SPACE

WASHROOM PARKING

UNSAFE AIRPORT HOSPITAL HOUSE STATION PUBLIC SPACE OFFICE CITY MARKET

SERVICES

DISTRIBUTION

SUPERMARKET

NEEDY

FAST FASHION

RESOURCES

FOOD

CLOSET

STORY

ANGER

ENVIRONMENT

PERSONAL SPACE

SLEEP

FOOD

CONSUMPTION

Sharing SHARING

NEW

USED

DONATING

RELATIONSHIPS

HATE

TRANSPORTATION

FISH

CLOTHES

WATER NEEDS

PETS

DREAMS THOUGHTS

LOVE

PLANTS

TRENDING OWNER

EMOTIONS

CULTURE

BELIEFS

EDUCATION

PETS

TIME

HISTORY

RECYCLING CLOSET

TECHNOLOGY

PLAY

NIGHTMARE

LOVE

EDUCATION

AGE

WORK

BUSINESS

FEARS FLY STRORIES

CREATIVE LAME

DEATH

EXPERIENCE GROUTH

CLOUD

IDEAS

TRAINING

KNOWLEDGE

SKILLS

DATE

IMAGINATION TAKE CARE

OPINIONS LEARNING

ASPIRATION

BUSINESS

INSPIRATION

DOCTORS OOK FASHION

SPA NURSEC PSYCOLOGIST

POLICIES IDENTITY STAKE VISION MARKET

IMAGE LOYALTY

ELECTRICIAN

METALS NATURAL

RESOURCES HISTORY ANIMALS

REAL ESTATE PUBLIC

MOBILE APPLICATIONS DESIGNER PRIVATE

HEALING

CUSTOMER SERVICE AFTER SALES SERVICES

RETAIL STORE

DRIVER

REPUTATION GIALS COMMUNICATION

B2C VC

PROFITS STRATEGY IDEAS MODELS INNOVATION FINANCES PARTNERSHIP

Figure 2.2 Mind maps- Sharing 720 | Spring 2016 | Process Book

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Languages

Success Relationships Stories

B2B

International Business Language

Food

Social Network for couples

Loyalty

In order to identify opportunities, one aspect from each of the mind maps was taken and combined to create a possible idea for a social network.

For example: Languages was picked from the Saving and B2B from Sharing, by combining these two, the idea of an International business language was generated.

Loyalty Points on Sharing Food

Identity

Public Spaces

Showing presence in Public Spaces

Sleep

sharing + saving = ?

Energy

Four of these ideas were shortlisted by the design team and developed into concepts for social networks in the following pages.

Public biking and storing energy

Figures 2.3 Saving + Sharing - Social network ideas generation 720 | Spring 2016 | Process Book

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5W & 1H Why?

Sleep

Energy

= Public biking and storing energy

What?

Habit building app that let’s you treat sharing as a habitual experience

Where?

Everywhere

When?

Everyday

Who? how?

Socially consciously millenials

Concept 1: Saving everyday A social network that encourages the habit of saving and collaborative consumption of resources, services, goods and skills.This network connects socially and environmentally conscious users with each other and people outside the network by engaging in daily activities that enable effective resource sharing.

People who love to share

Environmentalists

Social Media Addicts

- New daily task everyday to keep you glued and interested - Earn rewards for each task completed - Location based to let you ”share” effectively

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+

Concept validation Motivation

SkillShare Habitica

-

- Less resource consumption

- Relies on quality of services

- Reduced assets ownership

shared

- Sustainable community building

- Relies heavily on user mem-

- No infrastructure investments

bership

- Shifting liability on users

- Relies on locally available user base

Liquid

Intangible Resource Ownership

Sidecar

RelayRides

Fon

Tangible Resource Ownership

S

W

O

T

- Creating an economy based on

-Privacy and Public safety is-

sharing

sues - “Digital trust�

- Redefining asset ownership

- Misuse and overuse of

- Redefining public services

shared services

- Bringing people and neighbor-

- Data privacy

hoods together

- Core value can be incorpo-

- Creating sharable infrastructure

rated in existing apps

TaskRabbit

Opportunity Space Need

Figure 2.4. Competitors Analysis.

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Figure 2.5. SWOT Analysis.

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Team Building Activity In order to get a sense of how the city of Savannah treats its resources, we went to Forsyth Park for the Earth Day celebration. We shared our idea with a few people at the event, worked in the park all evening and soaked some sunshine.

Figure 2.6 Team building activity 720 | Spring 2016 | Process Book

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5W & 1H Why? What?

Where?

When?

Who? how?

Identity

Public Spaces

= Showing presence in Public Spaces

Taking the term ‘co-working’ seriously and helping people connect with others in their surrounding for work and advise.

Everywhere

Anytime - Users can switch on /off their availability.

Freelancers/ Students

Talent Acquisition

Concept 2: touchpoints A social network that connects people for work, advice and defines a new paradigm of professional connectivity. We saw the opportunity for an open network that creates a new paradigm of professional connectivity for everyone.

Industry Specialists

- Enter location, check in and get a list of people in your vicinity.

- Connect with them using the app. This opens us a connection status based on senders and receivers acceptance.

- Get advise, feedback and get connected to other people.

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Concept validation

+

One to One

Tinder Opportunity Space

-

- New Connections

- No application process

- Seek advice from specialists

- Long waits for turns

- In-person meetings

- Unaware Surroundings

- Co-working with local workers

for meetings

& talents

Opportunity Space

Opportunity Space

Foursquare Loopt Scvngr

Network Size Google Places

Groupon Opportunity Space

W

O

T

- Quick meetings can be very

- Unreliable people

beneficial

- Communication through oth-

- Seeking local talent and

er channels can be

make the best use Fandago

S

more effective sometimes

- User Ratings can determine

- Personal network related adv.

quality

- Unwanted requests for meet-

- Sustainable freelance busi-

ing/collaboration

ness opportunities Yelp

Many to Many

Figure 2.7 Competitors Analysis.

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Figure 2.8 SWOT Analysis.

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5W & 1H Why?

Languages B2B

= International Business Language

What?

A Visual Language to communicate across International business networks

Where?

Globally

When?

Everyday- As per professional requirement

Who? how?

Entrepreneurs

Small Businesses

Large Businesses

Concept 3: not lost in translation A social network that connects business people through a visual language for global communication. It creates a platform for creative sharing through infographics. It eliminates cultural barriers by creating a common medium for people to communicate, hence retaining the power and freedom of expression.

Business Networking

- Creates an individual and business professional profile on this social network - Facilitates communication across countries and different language speaking people - Utilizes visual iconography as the medium of translation and communication

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Concept validation

+

Iconographic

-

- Promotes a visual conversation Visual.ly

language

speak English

- Eliminates cultural and lan-

- It will require time for people

guage barriers

to adapt to this new system of

in communication

communication

- Retains the power and free-

- It may not be able to handle

dom of expression

competitive pressure

- Promotes creativity

Loopt Scvngr LinkedIn

Cofounder

Fandago Groupon

W

O

T

- Creates an international social

- Cultural Connotations

network with no barrier of lan-

- Not all industries might be

guage

comfortable using this tool

- Creates a global business visual

- Not all business/professional

language

terms could be clearly transicons

Language Translation

Figure 2.9 Competitors Analysis.

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S

lated and understood using Yelp

Opportunity Space

Professional Networks

- Global business currently

Figure 2.10 SWOT Analysis.

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5W & 1H Why? What?

Success Stories

Relationships

Saving successful stories and sharing relationships- A social network platform designed only for couples

Where?

Everywhere

When?

Everyday

Who? how?

= Social network only for couples

Concept 4: Pair 'n' Share A social network platform designed only for couples that facilitates saving and sharing successful relationship stories.

This network creates a timeline to monitor a couple’s relationship and helps couples to nourish and maintain their love by sharing a sustaining relationship for the world.

Committed Couples

Married Couples

Dating Couples

Old Couples

- A public social network only for couples - Couple agreement = successful story - Two-way couple sharing

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Concept validation

+

Public

-

Youtube Instagram Facebook Twitter

- An innovative social network only

- Diffusion issue

for couples

- The way of negotiation

- A new medium can be used to

may cause misunderstand-

share

ings

- Two-way together sharing

Network Size Couple Without

Between Complete

S

W

O

T

- Big blue ocean in terms of op-

- Users are loyal to certain

portunity space

existing social networks

- Many possibilities to use a new

- Less privacy offered

medium to share - Break down the negotiation can be a key driving factor

Lovedays

Opportunity Space

Private

Figure 2.11. Competitors Analysis.

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Figure 2.12 SWOT Analysis.

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part 3

network users

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ZAG The design team followed the 17-step Zag process offered by Marty Neumeier in his book The Zag. This process helped in establishing Concept 3 - Not lost in translation as an innovative idea for further development.

Figure 3.1 Finding the zag 720 | Spring 2016 | Process Book

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A glyph is a hieroglyphic character or pictograph.

Symbols and visuals are primitive ways of interaction. Since the origin of mankind, humans have used drawings and icons as a medium of communication.

GLYPHALYST (GLYPH + CATALYST)

This social network aims to leverage the power of glyphs as a catalyst for effective global communication. It seeks to create a universal language of communication between individuals from different cultural backgrounds.

A catalyst for global communication

Cultural Differences

Visual language clarity

Crisis attention

Iconographic language

Figures 3.2 Glyphalyst 720 | Spring 2016 | Process Book

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popular media scan & Key facts These two methods were utilized to do extensive secondary research in order to determine the current trends in respect to a visual communication network.

Key findings: 1. Cultural differences reduce with visual communication 2. English is the current global language of communication for various non-native speakers. This limits the freedom of expression and understanding.

3. Translators have a limitation of conveying the complete content and expression. Language translation cannot be perfected.

4. The ability to communicate with people who do not understand your language is invaluable. Everyone today, especially travellers aspire to have a ‘Globally local’ persona.

Figure 3.3 Popular Media scan insights 720 | Spring 2016 | Process Book

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MINORS

TOUR GUIDES

KINDER GARDEN

ICE BREAKER

TRAFFIC COPS

AIRLINE GROUND STAFF

STUDENTS

TEAM BULDING ACTIVITY

MARKETING

OLYMPICS

LANGUAGE SCHOOL

SOCIAL MEDIA ADDICTS

SIGNAGES/ ENVIRONMENTAL GRAPHICS

FIREMEN

FIRST RESPONSE

MNC’S

GROUPS

ARTISTS

HOTEL STAFF

TRANSLATORS DOCTORS/ HOSPITALS

DESIGNERS

SPACE COMMUNICATION

POLITICIANS RELIGIONS

GESTURE TECHNOLOGY

TRAVELERS

UNEDUCATED PEOPLE

ADVERTISING

TRAINERS EXPERT PROFESSIONAL

SERVICE PROVIDERS

PROFESSORS/ TEACHERS MEMORY COMPETITIONS

DISABLED/OLD

BUSINESS

NON-NATIVE

SILENT ZONES

AIRLINE STAFF

DRIVERS ARMY

FEDEX

FACTORIES SPORTS CONSTRUCTION SITES

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FBI

IMMIGRATION

Figure 3.4 Stakeholders Map

Creating a stakeholders map helped the design team to identify and explore the people and things affected by the network. The key stakeholders were identified and taken forward as the user groups for the social network.

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FRIENDS COMMUNITY

HIERARCHY

IDENTITY

COUNTRIES

MEMORIES ETHNICITY

ASPIRATIONS

PEOPLE IDENTITIES TRIBE RELIGION

RELATIONSHIPS

STORYBOARD MOTION

PICTURES

VISUAL

SYMBOLS

GLOBALLY LOCAL

COLOR

PERSPECTIVE

LANGUAGE

EXTENDING CONVERSATION

RELIABILITY

MODELS

REGIONAL

DIRECTIONS

NON-VERBAL COMMUNICATION

NEEDS

SIGNS EMOTICONS

ASSOCIATION

EDUCATION

PROFESSIONS

DRAWING

IDENTIFICATION

MOTIVATION CULTURE

PICTORIAL

FLOW

INTERESTS

STEREOTYPES

BELIEVERS

ICONS

WRITTEN SYSTEM

DEFINITION

SIGNS

PERCEPTIONS NETWORKS

HERITAGE GOALS

PERSPECTIVE

STORIES

EXPRESSIONS

DECODING

CONVERSATIONS

PATTERNS

MEDIUM NETWORKING

INTERACTION

COMMUNICATION LITERATURE EMOTIONS

EDUCATION

SPEECH

BODY LAUGUAGE LANGUAGE

WORDS LEARNING

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EXPRESSION

Figure3.5. Convergence Map

Through the secondary research process, the design team was able to identify the 3 pillars of the social network. These 3 pillars – Visual, Communication and People were overlapped to determine network goals.

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Imagination Visual Notification Responsiveness Transportation Messages Reaction Safety

Trust Solitude

Sexual Frustration Social Media Socialization Tinder

Alerts

Definition Creativity Empathy Living

Artistic

Safety

Stories

Activity Money Business

To Survive

Building Relashionships

Transactions Loyalty

Identity

Sharing

Networking Selflessness

Cross Breeding Cross Cultural Globalization Collaboration

Appreciation Welcoming Friendship Manners Homely Unity

Greetings Meeting New People Translation

UNIVERSAL LANUGUAGE

Needs

Icebreakers

Love Feelings Anger Emotions Empathy Humanity Sensitivity Complain Expression Feeling Special Improvement Satisfaction Expression Fulfillment Freedom Hope

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Networking Social

Communication

Unity

Fast Response

Emergency Thinking Visually History Compliments Direction Felling Good Confidence Dissatisified Discomfort Sarcasm Love/ Fear

Exploration Education Location Relief

Promptness

Gold Fish Memory Picture Memory Imagination Abstraction

Cultural Belonging Building Content Exploration Guidance Heritage

Figure3.6. Offerings-Activity-Culture Map

The core offering of Glyphalyst is to create a universal language of communication. In order to determine the activities that can be initiated by the network and the resultant culture that it creates an OAC map was developed by the design team.

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empathy maps Travelers Travellers were identified as prime users for Glyphalyst.

Different reasons for travel – work, study, leisure and adventure were identified.

Their personas and empathy maps were developed accordingly.

Figure 3.7 Empathy Maps 720 | Spring 2016 | Process Book

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cultural probe SCAD organizes a sidewalk arts festival every year where SCAD students and alumni from different majors draw amazing artworks with chalk on sidewalks in forsyth park. The design team utilized this opportunity to interact with users and test the idea of the network by building a cultural probe.

Two cultural probes were designed for testing.

Figure 3.8 Team activity 720 | Spring 2016 | Process Book

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cultural probe 1 Sentences using visual icons were created and people were asked to interpret them.

I bicycle from my home to school everyday

In addition to the sentence, data points like Nationality, age, occupation no. of languages known and countries travelled were also collected from 25 people.

Key Observations:

I am a SCAD student and I love art.

1. People get the gist of the sentence, but have varied ways of framing the sentence. 65% people were able to convey the meaning.

2. Non-english speakers enjoyed the process more.

Participants from varied age groups got involved and excited.

I like forsyth park for outing with family and friends.

Figures 3.9 Cultural Probe 1 720 | Spring 2016 | Process Book

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Figures 3.10 Cultural Probe 1 720 | Spring 2016 | Process Book

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cultural probe 2 The design team carried a set of printed cards with visual icons.

Different groups at the event were given these set of cards and asked to make sentences and communicate with their friends and family.

This method was also tested with people waiting in the Leopold’s icecream queue in the event. People picked one icon card to convey a message to the person behind them in the queue.

Key Observations: 1. Every individual has a unique way of storytelling, some used icons in clusters and other in lines.

2. Participants liked to draw their own icons in order to build their own personal story.

3. Children loved visual storytelling and participated very actively.

Limitations: 1. Use of punctations and tenses is unclear in visual communication.

2. Some people were unable to frame a sentence and wrote just the meaning of icons.

3. Association of known icons like ‘facebook like’ leads to confusion.

Figures 3.11 Cultural Probe 2 720 | Spring 2016 | Process Book

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Figures 3.12 Cultural Probes 2 720 | Spring 2016 | Process Book

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Why did glyphalyst not work?

At this point in our journey, we faced a major road block. We realized that the weaknesses and threats of the concept overpowered the strengths and opportunities because of the following reasons: 1. Visual communication can be a powerful mode of communication but it can’t replace the existing way that people comunicate.

2. This way of communication will completely fail in emergency situations 3. Different people can have different interpretations of the same image, and this can lead to confused communication.

4. Icons and images can be a possible tool to communicate but may not develop into a successful social network that connects people globally.

Figures 3.13 720 | Spring 2016 | Process Book

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part 4

REFRAME

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WHAT If.. we reframe The primary user research and cultural probes gave us many clues to reframe the concept for a social network based on visual communication for children. This gave a new direction to the project and Alpha - a social network for children was born.

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Problem IDENTIFICATION 1. Absence of online medium of communication for kids.

2. Growing need for child-friendly social networks.

3. Over 20,000 kids aged 13 and under try to cheat the age limit and sneak into Facebook every day.

media landscape 1. Ipad is the most popular toy of 2016.

2. Kids start using gadgets at the age of 1. 90% of them master it by the age of by 2.

3. Over 20,000 kids aged 13 and under try to cheat the age limit and sneak into Facebook every day.

4. Kids below the age of 2 benefit with 30-60 mins of screen time.

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for the young starters...

Alpha is a visual communication and learning medium for a parent and child.

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HOW ALPHA WORKS? Alpha connects children who are already friends through a visual medium of communication. It connects parents through their children. It also connects parents to child oriented brands and events. It has an age specific content and a unique interface for children and parents.

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Kids

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Children can connect through Alpha and co-create on a common storyboard.

They can explore their creativity by using Alpha’s extensive visual library or draw on their own. There are also visual educative games for children that can be unlocked by parents.

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parents

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Businesses

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user groups

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Children can keep in touch with their existing friends at school, in the neighbourhood or elsewhere through this visual communication platform. They can perform various daily tasks and earn reward points.

Child oriented brands can enroll in this network.

They can add their own icons in the visual library for children and can share current offers and product details with parents Local event and child classes organizers can also use this network for effective communication directly with the user group

Parents are the prime users of this network. They create their child’s and own account on Alpha.

They can completely monitor their child’s growth and activities.

Teachers and schools can be a part of Alpha to communicate with students and their parents.

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empathy maps

Alice || 4 yrs || Talkative || Friendly || Studies in Playschool

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Jack & Diana || Alice’s Parents || First time parents || Business family

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empathy maps

Mary Ward || 28 yrs || Curious || Outgoing || Educator

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Lego || Toy Makers || Associated Business

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user journey map 1 123

!

1. Alice and Mickey go to the same school or they live in the same neighbourhood.

4. Now, Alice and Mickey can connect with each other and other friends and do activities together on Alpha.

124

2. Their parents think about connecting through Alpha.

+

++ + +

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+

+

+ +

+

3. Their parents join Alpha and create their child’s and own profile.

+ 50

user journey map 2 Alice and Mickey can use Alpha’s visual library to communicate through a common story board There are no words, just visuals!

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part 5 business model canvas

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WHO ARE you

WHAT DO YOU DO

Visual Communication and learning tool.

Facilitate education using communication, networking and technology

1 WHAT'S YOUR VISION

WHAT WAVE ARE YOU RIDING

Leverage the power of visual communication to foster a meaningful child-parent ecosystem

* Increasing use of technology in a child’s educational process. * Social networking and access to technology. * Visual Communication.

3

wha t makes you the only

WHAT should YOU add or subtr

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Communication with all family members, not just parents.

Direct advertising to children.

ZAG

2

The design team followed the 17-step Zag process offered by Marty Neumeier in his book The Zag in order to develop Alpha as an innovative network for the future and to identify what makes Alpha unique.

WHO share the br

andscape

4 act

7

5 who loves you * Children * Parents and family members * Associated Businesses * Visual Communication and Language tools

8 53

whose the enemy

wha t do they call you

how do you explain yourself

* Gaming application * Existing social networks * Learning Institutions

Alpha

Alpha - For the Young Starters.

A complementing educational tool.

9

10

11

how do you spread the word

how do people engage with you

wha t do they experience

* Word of mouth (organic reach) * Associated businesses * Social networking advertising

Through a secure social platform for children to enhance visual communication and relationships.

Customer journey maps (SCENARIOS)

12

how do you earn their loyalty

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13

how do you extend you success

16

14 how do you protect your portfolio * Constant innovation and adaptability * Content development

17 54

Business model canvas

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According to Alexander Osterwalder, “A business model describes the rationale of how an organization creates, delivers, and captures value.�

The business model canvas helped the design team to create a shared understanding and realize the internal functioning for Alpha. Each aspect of the business canvas model was detailed using the description in the book.

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customer relationships Co-creation Trust

Anyone associated with Alpha – whether customers or non-customers, experience trust as one the prime qualities that this brand nurtures. Alpha instills trust - between children, their parents, key partners and business associates.

Alpha is a platform for co-creation. Children who are friends on Alpha can co-create using the storyboard, they can also use this with their parents and share the creations with everyone.

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Team Alpha believes in co-creation within the company as well as with customers, it aims to critically analyze user data and provide support as per specific user needs.

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REvenue streams Alpha generates revenue through 3 key activities in addition to the basic initiation cost of the product:

LEGO +

$2.99

1. Brand integration: Different child brands can co-create with Alpha and integrate their icons and images on Alpha. These icon groups will be locked and available for use on purchase.

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Learn local guitar tunes next door.

2. Brand advertising and location based services: Child brands and key partners can advertise directly to parents, they can also provide location-based notifications and product offers.

3. Events Promotions: Neighborhood skill classes and other event organizers for children and parents can use Alpha as a medium for advertising and product promotion.

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part 6 competitors analysis

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competitors landscape Edmodo: A way for educators to connect and collaborate with students, parents and each other.

While identifying the key competitors, it was interesting to note that most of the child social networks were not functional- they launch, stay for a while and then disappear.

The reason for this failure of social networks for children is that everyone wants to be facebook, but can’t be.

Youtube kids: YouTube Kids limits the world of content on the service to curated, family-friendly videos, channels, and educational clips.

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A “grom� is surfer slang for a young surfer. Groms have the opportunity to create a profile, make friends, build a virtual world. It contains videos, games, DIY projects and learning activities.

Club Penguin: It is a massively multiplayer online game involving a virtual world containing a range of online games and activities, created by Disney. The game is specifically designed for children aged 6 to 14.

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Your Sphere: A kid-safe alternative to Facebook and Myspace. This network was created by the mom of a 5 year old.

Social network for children are primarily for the following functions: 1.Gaming and virtual world 2. Creating favourite character avatars 3. Chatting with friends, photo and video sharing 4. Learning activities

Togetherville: For Kids 10 and unders, this network mimics the experience of adult social networking sites, i.e.

Facebook but in an age-appropriate and parent-monitored environment. It has recently been taken over by Disney

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Blue ocean strategy

According to W.Chanin the author of the book blue oceans strategy “brands can succeed by creating blue oceans of uncontested market space.� This blue ocean map helped in grading the existing child social networks in context to the attributes on the x-axis. This positioning helped in identifying the existing unexplored white spaces.

Youtube Kids

Edmodo

Togetherville

Club Penguin

Yoursphere

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Content Quality

Ease of Use

Tech

Parental Control

Social Factor

Customer Segments

Design

Personalization 61

SWOT analysis Alpha wants to be a safe communication channel for children and their parents.

It has pre-controlled age specific content to foster and encourage visual communication.

In its future vision, Alpha aims to play a vital role in the educational setting.

Therefore, Edmodo and Youtube kids were identified as the key competitors.

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Business Model Canvas: edmodo

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The Business Model Canvas for both these companies were also created by the Design team in order to understand how and where is Alpha unique.

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Business Model Canvas: youtube kids

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part 7 Branding and prototyping

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Red Welcoming and passionate, this color encourages community building.

yellow for the young starters...

Alpha is the first letter of the greek alphabets. Alpha means the first, in the case of a social network for children and their parents, Alpha is the first of its kind.

Alpha wants to create a very kid and parent friendly visual interface, that aligns with the 3 value Pillars - Trust, Community Building and Co-creation. It uses the following colors in their pastel tones.

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The color of sunshine. It’s associated with joy, happiness, intellect, and energy. Alpha aims to tap the high energy that children have in order to encourage co-creation.

blue The color of the sea and sky, it is associated with nature, trust and security. This color is used for the parents interface to instill a sense of safety for their child.

Alpha complies by the COPPA (Children’s online privacy protection) guidelines advised by the United States Federal Law. 66

website

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prototype for kids

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A prototype for the user interface for children and parents was created and tested with parents and children in order to understand initial reactions, ease of use. The responses were recorded through observations and asking questions.

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prototype for kids Daily Task

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Create an icon of fruit

1

Make a story with mom

2

Share your drawring moment

3

Sharing

Alice & Mickey

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Summer

12

Cici, Jo & Ala

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Paul & Momo

Cici

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Jo

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Ala

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prototype for parents

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prototype for parents

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prototype testing

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interviews

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Interview with Child Psychologist Irini Kokkinou, Psychology Professor, Savannah College of Art and Design Key insights: 1. Children should be taught how to communicate effectively. It’s not part of the current school curriculum in the United States.

2. Children need to learn how to socialize with other people. They have to learn how to be a friend.

3. Children learn how to interact with the world in a mechanical way.

Children mimic grownups. They are constant observers, and create mental images of everything.

4. The product should foster the interaction between parents and their children.

5. It is inherent that children learn something by interacting with this neork. It should not be about satisfying them, but about engaging them and facilitating conversation channels between the parent and child.

6. Children change their friends everyday. After the age of 6 or 7, a child gets a better ability to gauge and understand relationships.

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key insights from interviews And prototype testing For the social network: 1. Parents should have the option of creating an event and sharing with other parents. For example: A park date with the children.

2. There can be an option for having a advisory board consisting of educational, social science experts who parents can contact for their child’s needs.

3. Brand integration can be encouraged by daily competitions for parents.

4. Within the same city, create community for parents, even if they are not friends through their children. These communities can help connect parents to discuss their child’s educational and other needs.

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key insights from interviews And prototype testing For the interface: 1. Children love music, it will be great if a background music can be added to different activities on the application.

2. Adding games for daily activities can be a good addition. Games like puzzle match up can be used, which can also go really well with the visual communication concept of the network.

3. Whenever a child completes an activity, he should be acknowledged.

For example: By using applause sound and adding reward points.

4. Emotions should be added to icons. For example: A happy dog face and a sad dog face.

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Alpha’s USP is the age specific content. Alpha has been launched with content that is specifically curated for kids 6 and under.

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3 year plan: Within the next 3 years, the design team proposes to launch Alpha’s cousins Beta ( ) for kids 6-9 years old and Gamma ( ) for 9-12.

By the time Alpha turns 5, it will be Introduced as Phi ( ) and be used as a learning tool in educational institutes.

5 year plan: During the research, the design team came across a lot of materials which suggested the possible use of such a network based on visual communication for special kids. But owing to the timeline of the project and the sensitivity that it demands we couldn’t explore.

10 year plan: Over these years, Alpha will gain popularity in different parts of the world. This is when Alpha will complete the full circle and become infinite ( ). It will be the ultimate visual communication network for children and parents across all cultures, languages and regions.

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Learnings from the project Business networks, concepts and models are all about the constant ups and downs in the process of development. It is about the pitfalls and rising up after finding new opportunities. It is about a future vision, that aligns the tasks today.

As Team Alpha, 1. We learnt to take tiny steps, fall, feel lost, use the course tools - zag, bmc, find opportunities and rise up again.

2. We realized, if one falls in the process of developing a concept, it does not mean that they need to repeat the whole process from the beginning, one just needs to look at the research from a different perspective.

3. We learnt that developing business concepts is a non-linear process.

4. There are multiple double diamonds and back-n-forth in the process of development.

5. Zagging provides a unique perspective to realize the potential of the concepts.

6. It’s important to define and develop the vision for your concept.

7. It is important to look at what’s next and ask what if?

8. We learnt to convert the negatives into positives on a SWOT analysis map.

It is important to have a shared vision and alignment with the team members.

As Team Alpha, we thoroughly enjoyed the 720 process and learnt tools and strategies that we will continue to use in the future.

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appendix Technology vs Factors: 2x2 matrix

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appendix Technology vs Factors: 2x2 matrix

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appendix Cultural Probe Results

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appendix Interview Results

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appendix Interview Results

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appendix Popular Media Scan

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appendix Popular Media Scan

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appendix Popular Media Scan

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appendix Popular Media Scan

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appendix Popular Media Scan

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bibliography Books: Kim, W. C., & Mauborgne, R. (2005). Blue ocean strategy: How to create uncontested market space and make the competition irrelevant. Boston, MA: Harvard Business School Press.

Neumeier, M. (2007). Zag: The number-one strategy of high-performance brands: A whiteboard overview. Berkeley, CA: AIGA Osterwalder, A., Pigneur, Y., Clark, T., & Smith, A. (n.d.). Business model generation: A handbook for visionaries, game changers, and challengers.

Lockwood, T. (2009). Design thinking: Integrating innovation, customer experience and brand value. New York, NY: Allworth Press.

Stone, T. L. (2010). Managing the design process: Implementing design: An essential manual for the working designer. Beverly, MA: Rockport.

Web sources: Trello Goes Global! (n.d.). Retrieved June 01, 2016, from https://trello.com/global/?utm_source=newsletter World Tourism Organization UNWTO. (n.d.). Retrieved June 01, 2016, from http://media.unwto.org/press-release/2016-01-18/international-tourist-arrivals-4-reach-record-12-billion-2015 The Business Risks of Language Barriers. (n.d.). Retrieved June 01, 2016, from http://visual.ly/business-risks-language-barriers Hempel, J. (2014). Words are dead. Here’s what will replace them. Retrieved June 01, 2016, from http://fortune.com/2014/06/04/future-of-the-image/ Home - Foko Inc. (n.d.). Retrieved June 01, 2016, from http://foko.co/ Using Icons and Visuals to Communicate. (n.d.). Retrieved June 01, 2016, from http://oshyn.com/general/icons-and-visual-communciation

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Visual Grammar: How To Communicate Without Words - Vanseo Design. (2010). Retrieved June 01, 2016, from http://vanseodesign.com/web-design/visual-grammar/ Quick access menu. (n.d.). Retrieved June 01, 2016, from http://www.tsbvi.edu/preschool/203-resources/1725-non-verbal-communication-cues-signals-and-symbols Coren, M. J. (2016). A new study confirms it: We really don’t know what we’re saying when we use emoji. Retrieved June 01, 2016, from http://qz.com/659785/anew-study-confirms-it-we-really-dont-know-what-were-saying-when-we-use-emoji/ Baig, E. C. (2015). Microsoft launches Skype Translator to break down language barriers. Retrieved June 01, 2016, from http://www.usatoday.com/story/tech/columnist/baig/2015/10/01/microsoft-launches-skype-translator-break-down-language-barriers/73132578/ Visual Learning Overview. (n.d.). Retrieved June 01, 2016, from http://www.inspiration.com/blog/2010/10/say-it-without-words/ Breaking Down Language Barriers in Emergencies. (n.d.). Retrieved June 01, 2016, from http://blueflagtranslations.com/blog/745-breaking-down-language-barriers-in-emergencies Universals in Nonverbal Communication. (2012). Retrieved June 01, 2016, from https://lizprovasi.wordpress.com/2012/04/20/universals-in-nonverbal-communication/ How do culturally different people interpret nonverbal communication? (2010). Retrieved June 01, 2016, from http://people.howstuffworks.com/nonverbal-communication.htm Dredge, S. (2014). 10 things you need to know about translation technology. Retrieved June 01, 2016, from https://www.theguardian.com/technology/2014/jul/16/10-things-know-about-translation-technolology-apps-smartphone TRANSLATION TECHNOLOGY. (n.d.). Retrieved June 01, 2016, from http://www.lionbridge.com/solution-categories/translation-technology/ Iconographic news headlines - information aesthetics. (n.d.). Retrieved June 01, 2016, from http://infosthetics.com/archives/2007/11/collaborative_iconographic_ news.html Iconography for translations: Best practice for communicating availability of translated content. (n.d.). Retrieved June 01, 2016, from http://flagsarenotlanguages.

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com/blog/2012/05/iconography-for-translations-best-practice-for-communicating-availability-of-translated-content/ Iconography in the Western World - Art History - Oxford Bibliographies - obo. (n.d.). Retrieved June 01, 2016, from http://www.oxfordbibliographies.com/view/document/obo-9780199920105/obo-9780199920105-0044.xml Culture Influences Perception | Psych Central News. (2007). Retrieved June 01, 2016, from http://psychcentral.com/news/2007/07/13/culture-influences-perception/1011.html Getting fluent at the language of iconography. (2015). Retrieved June 01, 2016, from https://medium.com/@wenting_zhang/getting-fluent-at-the-language-of-iconography-3415d03d0a8f#.hsrpvpvlo Learning to understand the language of icons. (n.d.). Retrieved June 01, 2016, from https://www.osv.com/OSVNewsweekly/ByIssue/Article/TabId/735/ArtMID/13636/ ArticleID/5395/Learning-to-understand-the-language-of-icons-.aspx Universal visual language : Naoyuki Ishitsuka Design Portfolio. (n.d.). Retrieved June 01, 2016, from http://nao-i.com/eng/ust.html Urban Screens: The beginning of a universal visual culture | Lester | First Monday. (n.d.). Retrieved June 01, 2016, from http://ojphi.org/ojs/index.php/fm/article/ view/1543/1458 Around Rembrandt. (n.d.). Retrieved June 01, 2016, from http://isotyperevisited.org/2012/08/around-rembrandt.html IBM Design Language | Experience. (n.d.). Retrieved June 01, 2016, from https://www.ibm.com/design/language/framework/experience

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thank you : TEAM ALPHA