Chapter 9. Creating a response
I made a list of assumptions — pros and cons — for the future solution:
Pros:
- inspire to share moment a user choses;
- keep content about experience and special moments;
- propose inspiring templates;
- simple and quick;
- integrated to current users’ behavior;
- creative;
- new format.
Cons:
- associated with a biography;
- a story of life in global meaning;
- message for the next generations;
- remembrance in the current meaning.
To find potential areas I presented Remembrance from two opposite angles:
And a Norther star to keep focused.
My ideation process started with .. visiting two inspiring places: Whitworth Art Gallery and People’s History Museum in Manchester.
Occupying Hyper Island’s space I set to diverging ideation process.
Brainstorming and Mind Map helped to diverge the opportunities. In Mind Map, I detailed these key topics: Circle of life concept, Personality from the point of view of the story, and what content to keep for the next generations.
I chose capturing the Now moment as the key value.
Research. Third round
The research was formulated around storytelling services and startups, new technologies, projects involved with merging a physical space with digital medium, current users’ behavior and consumers’ trends.
Thanks to everyone who also contributes to the research which includes references I mentioned earlier. Here I present the most important for Circle concept:
1) Two startup projects with artificial intelligence (AI) technologies: the Grid and Eterni.me.
Artificial Intelligence (AI) — the ability of a computer or other machine to perform actions thought to require intelligence. Among these actions are logical deduction and inference, creativity, the ability to make decisions based on past experience or insufficient or conflicting information, and the ability to understand spoken language. (Dictionary of Student Science, 2014. Thefreedictionary.com).
There are huge number of articles about AI technologies as a real deal and time for investments. Google, Facebook, IBM, etc. heavily invest in this field.
Since Circle concept is quite complex and sort of futuristic including a building with digital medium and a web-service for a life story and a family tree, AI technologies should be a part it shaping the content users share. Another reason of choosing AI technologies is the fact that everything we share digitally for different purposes with a power of AI can be turned into a virtual us — hopefully the ones we are happy with.
2) 23andme.com — by saliva sample they provide DNA and a family tree. Now planning to invent drugs.
This project shows that our bogy has all the information about our family tree which we don’t need to remember and manually input in digital. Technologies will do it for yourself.
3) Kennedy App — with one tap it marks moments in time complete with surrounding context of the things happening around a user.
4) Springwise.com — very helpful for searching for different innovation startups. Thinking about a solution as a part of a Circle building the following projects were very valuable:
5) Museum of Me — Intel’s processor promo campaigns to visualize users’ Facebook timeline as a virtual interactive exhibition in a Museum. Users create their own museum exhibits just by connecting to Facebook. 540K Likes, 790K shares and 130M impressions on Facebook within 2 weeks.
6) Empathy Museum — an experiential adventure space for stepping into the shoes of other people and looking at the world through their eyes.
7) Architecture for Death — TED’s blog post about architecture of death and Alison Killing’s experience.
8) Different projects on architecture of death Trends in consuming (2015):
Strategy experiments
During my journey I tried different approaches for startups and disruptive vision: Zero to one, Blue ocean, Beyond Strategy, Running lean, Design thinking and strategic innovation.
For startups it is important to focus on specific audience and market, formulate first movement advantage. If a vision is big, split it in achievable goals and make iterations with prototype, testing and validating idea. Create a movement using social media. Good-looking attractive design is also important.
For innovative or disruptive vision it is important to focus on ‘black swan’ — something that is not exist yet, secrets that are hided by nature and by people, but can be created using the existing markets, exploring the gaps in the market, human-centered design thinking with insights.
At all stages it’s very important to ask questions and make a research.
1. Explore insights and opportunities:
- Context: competitors’ fields
- Customers’ needs, latent wants and behavior changes;
- Products&Brand: identity & Brand position.
Context
From the point of digital context I specify functional, social, historical and cultural reasons that drive values.
Value Proposition
For Museum, I used Razor Blade as a Design Constraint (from Value Proposition Canvas), that is, the Lock-in Business Model: a building of digital screens connected to a one web-platform for creating stories.
For web-service I defined the following values:
1. Quick delivery
Using the current users’ behavior and AI technologies
2. New expectations
Engaging people in a quick and simple way to create stories and a family tree for a Museum.
3. Cooperation
- Mobile devices apps to engage in creating a story now.
- AI technologies to do hard and boring jobs for a user.
- Physical space to raise experience and recognition of death and create more confidence.
- Funeral personalized and cost effective trends: celebration of life and eco-practices.
- Art and nature as inspiring and less stressful way of changing our perception of death.
Value Map
Products & Services
- AI web-platform for creating a life story
- Cloud-storage for keeping content
- Web-service for capturing moments and creating a family tree
- A building and digital screens for displaying stories
- Export content as a timeline, a book, a movie
Gain Creators
- No hard job. Inspiring story templates
- Simple sync with different spaces
- Assign other people upon users’ choice
- Aitomatically shape a story out of different content
Pain Relievers
- Museum as a perspective and a new emotional experience
- Purpose of web-service create more privacy
- Time saver on creating a story
- Sync to cloud storages and social networks
Shortly:
AI (artificial intelligence) platform that automatically creates a story/a family tree and keeps it in a Museum.
Evaluating
For understanding how an idea performs compared to others, I chose the key concepts areas: storytelling, storage, timeline and memories, and made a comparison with social networks, storytelling web-site and memorial web-sites.
With ERRC Grid and Value Curve, I defined a Concept’s key advantages:
