The purpose of this presentation is to portray research on the topic of "Home," in a way that will augment the potential to act of all teams competing in the Start-Up event. Start-Up is a weeklong event at the Savannah College of Art and Design in which students from different majors form teams and create a business with the main product in mind.

1. FLUX Startup Challenge 2019
“Creating a Home”
Research Report
SERV 753 / 421 | SCAD | Winter 2019

2. Brief 3
Survey 4
Research Design + Results 7
Industry Benchmarking 12
Opportunity Spaces 13
Contact Information 19
Outline

3. Sponsored by SCAD+ and SCAD user experience (UX) design student group
FLUX, participants in the "Creating a Home" challenge are tasked with
designing a product or business addressing issues in building a modern home.
Brief
!3

4. What are the first words
that come to your mind
when you think of Home?
Let’s Ask Them
We asked 140 people!
Our participants:
Local Savannah Residents
!4

5. Research Results
Local Savannah
!5

6. Connections and associated words with
“home” lent us insight to common
memory basins. e.g. When “home,” is
given, participants responded with
“family” based words 38 times.
They Responded
Humans experience life
through a network of
memories and each
memory has a concept.
Check the next page for details!
!6

7. !7
Memory Basin

8. When we asked people what
were the 5 words that came to
their mind when they thought
of “Home,” this is what
they responded.
The first thing that came to people's mind was a
connection between home and family. This
connection was three times stronger than others.
!8
Home: Memory Basin
Mention Ranking
Family 38
Love 13
Comfort 11

9. In the next iteration, we asked different people what
came to their minds when they thought of “Family.”
When we asked about family, love was the strongest,
but a close second was family once again, but more
specifically, family members.
Family: Memory Basin
Home
Mention Ranking
Love 18
Family Member 15
Home 8
Comfort
Love

10. In the following iteration, we
asked different people what
came to their minds when they
thought of “Comfort.”
When we asked about comfort, the strongest
responses were furniture, food and back to home.
!10
Comfort: Memory Basin
Home
Family
Mention Ranking
Cozy 23
Furniture 20
Food 13

11. In the following iteration, we
asked different people what
came to their minds when they
thought of “Love.”
When we asked about "Love", the
strongest response was family,
twice as strong as relationship (the
second in ranking).
Love: Memory Basin
Home
Family
Mention Ranking
Family 22
Relationship 9
Comfort 7
Comfort

12. Love
Industry Benchmarking
!12
https://www.youtube.com/watch?v=LsFrREKJd68
Alexa Echo Show:
Cooking Together Commercial
Throughout our research, we
encountered the similar prominent
topics in Amazon's latest advertisement.
Amazon is trying to embed Alexa into the home
and they presented the Echo Show device in a
traditional home, culture, and environment.
Just like Amazon adding their own flare, be on
the lookout for factors that you could add to
the home environment to make it extraordinary.

13. Each ring corresponds to the order in which words were received.
e.g. Ring 1 - First words participants thought of in response to
“home,” Ring 2 - Second words, and so on.
Opportunity spaces such as building narratives from “food” and
“cozy” were identified in response to the most common words,
e.g. “comfort” as illustrated above.
We identified "family, love,
and comfort" as the three
prominent topics that constitute
the home.
We divided the circle in
5 stages because we
asked for 5 words.
Stages 1 & 2 are words
that we believe come
out instinctually as a
response, and 3,4 & 5
are deeper and more
unique to the person.
The three prominent topics
should be thought of
throughout the ideation
and development. At
the same time one should
explore outliers, like
"warm, environment, food, etc."
Three Foundations for "Home"
Check the next page for details!

14. Breakdown: Home
Acknowledging the three prominent
topics, we decided to look into each
one more in depth.
HOME
FAMILY LOVE
COMFORT
FAMILY
LOVE
COMFORT
So, we asked again.
What are the first 5 words that come
to your mind when you think of "Family",
"Love" & "Comfort".
(Each of these were done separately).
!14
Check the next page for details!
Friend 2
Friend 2
Warm 2
Warm 2

15. Opportunity spaces such as building narratives from “support” and
“trust” were identified in response to the most common words,
e.g. “family” as illustrated above.
Family Opportunity Space
!15
What if we combine these opportunity
spaces to create a new service?
For example, if we combine
“support” + “trust” + x (another factor)
What comes to mind?
Ideating in these spaces will enhance
your ability to design innovative ideas
and move beyond the ordinary
products and services.

16. Opportunity spaces such as building narratives from “support” and
“trust” were identified in response to the most common words,
e.g. “family” as illustrated above.
Comfort Opportunity Space
For example, if we combine
“food” + “cozy” + x (another factor)
What comes to mind?
!16

17. Opportunity spaces such as building narratives from “support” and
“trust” were identified in response to the most common words,
e.g. “family” as illustrated above.
Love Opportunity Space
For example, if we combine
“friend” + “warm” + x (another factor)
What comes to mind?
!17
Friend 2
Friend 2
Warm 2
Warm 2

18. Home
Family
+ Love + Comfort( )+ Food + Warm
!18
Product = +
}
"Creating a Home" by designing a product or business
addressing issues in building a modern home.
Your Next Step!
(Your idea)

19. If you want to know more about the
research process, how we went about
it and what steps to take next.
Contact
Brittany Merkle
M.F.A. Service Design
https://www.linkedin.com/in/brittanymerkle
Oscar Liaw
M.F.A. Service Design
https://www.linkedin.com/in/oscarliaw
Meghan Grable
B.F.A. Service Design
https://www.linkedin.com/in/meghangrable
Matias Rey
B.F.A. Service Design
https://www.linkedin.com/in/matias-rey
Tucker Witter
M.F.A. Service Design
https://www.linkedin.com/in/tuckerwitter
Reach out on LinkedIn!