Alpha - Process Book

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

Disclaimer:
© 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.
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

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

index

VAIBHAV BHANOTMA DMGT
Shreya DHAWANMFA SERVICE DESIGN
SUMMER QIAOMA DMGT
GARIMA GUPTAMA DMGT

part 1Social Network analysis
720 | Spring 2016 | Process Book 5

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

SOCIAL Network Analysis
SOCIAL
NETWORK
Technology Collaboration
Services
Knowledge Brand
Sharing Trading
People
ConnectionsTrending
Figure 1.3 Social networks mind-map (left)
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.
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
network analysis

Figure 1.4 Opportunity maps.
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 plot-
ted one by one on the x-axis.
Technology
Factors
Technology
Collaboration
Brand
Services
Sharing
Trading
People
Connections
Trending
Knowledge
opportunity maps
Figure 1.5 Opportunity map - technology and sharing
The highlighted area on the map shows existing empty spaces for a prospective
social network. For the other opportunity maps, please refer Appendix A.
Technology
Sharing

Knowledge Sharing
Resource/Service Sharing
Communal Sharing
Multi-Cultural Sharing
Connections, Knowledge, People and Sharing emerged as
key areas from the opportunity maps. The following ideas
were generated from them:
Technology
Factors
Biggest Opportunity
Connections
Biggest Opportunity
Knowledge
Biggest Opportunity
People
Biggest Opportunity
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.

SAVE MORE SHARE MORE
+
Sharing by Saving
Figure 1.7 Final Concept for social network

part 2network concepts

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)
SAVING
STRENGTH
CONVERSATION
SITUATION
HISTORICAL
CULTURE
AWARENESS
ROUTINE
ARTIFICIAL
NATURAL
RIVERS TREE
FOOD/CANDIES
WILDLIFE
BUILDINGS/ ARCHITECTURE
ANIMALS
ELECTRICITY/WATER/ENERGY/FUEL
FURBITURES/OBJECTS/CLOTHES
REPUTATION
BANKS
HUMANNITY
COMMUNITY
LANGUAGES
TRIBES
HABITS
TRADITIONS
RELIGION
GIFTS
ANTIQUES
SUCCESS
FIRST TIMES
STORIES
DEFEATS
DYING
FALLING SICK
RELATIONSHIPS
IDENTITY
AS A HABIT
CALORIES
CULTURE
PEOPLE
WISHES
EFFORT
EMOTIONS
MEMORIES
FINANCE
DATA
EVENTS
RESOURCES
THE SELF
TIME
SLEEP
SLEEP
DEATHS
HUMAN ORGANS
LIFE
Saving

SHARINGNATURE
FOOD
RESOURCES
SERVICES
TECHNOLOGY
TIME
BUSINESS
CLOTHES
CULTURE
THOUGHTS
TRANSPORTATION
CARS
EMOTIONS
ENVIRONMENT
BRAND
PERSONAL SPACE
LOVE
EDUCATION
PETS
DREAMS
BUSINESS
NIGHTMARE
STRORIES
FEARS
FLY
DATE
ASPIRATION
OWNER
TRENDING
LOVE
FISH
DONATING
NEEDY
NEW
CLOSET FAST FASHION
SHOPPING
RECYCLING
STORY
USED
LOVELY GRATEFUL
CONFUSED
SICK
HAPPINESS
ANGER
SADNESS
EXITEMENT
TIRED
ANNOYED
SATISFIED
HUNGRY
ACOOMPLISHMENT
HEART BROKEN
SILLY
RELAXED
HOPEFUL
EXHAUSTED
MOTIVATED
STRESSED
TRAINS
AIRPLANS
BUS
MOTORCYCLE
TRUCKS
HELECOPETER
ROCKET
OFFICE
HOUSE PUBLIC SPACE
SCHOOL
HOSPITAL
AIRPORT
CITY
HOTELS
PARKING
WASHROOM
MARKET
STATION
UNSAFE
WATER
HUMAN
RESOURCES
NATURAL
MONEY
HISTORY
NETWORK
TECHNOLOGY
METALS
REAL ESTATE
ANIMALS
BUSINESS
ELECTRICIANPLUMBER
NURSEC OOK
DOCTORS
FASHION
PSYCOLOGIST
SPA
DRIVER
DESIGNER
RETAIL STORE
PUBLIC
PRIVATE
MOBILE APPLICATIONS
AFTER SALES SERVICES
HEALING
CUSTOMER SERVICE
IDENTITY STAKE
VISIONMARKET
IMAGE
GIALS
LOYALTY
POLICIES
COMMUNICATION
REPUTATION
B2B
B2C
VC PROFITS
MODELS
SPACE
INNOVATION
IDEAS STRATEGY
RESOURCES
PARTNERSHIP
FINANCES
STAKEHOLDERS
HABITS
CHEF
COOKING
AGRICULTURE
ORGANIC
CONSUMPTION
INGREDIENTS
SUPERMARKET
BARS
CAFE
DELIVERY
WASTRESTAURANT
DISTRIBUTION
CULTURE
TRANSPORTATION
CLOUD EGO
MEAL TABLE
DISTANCE
CULTURE
CLOSET
ROOMHATE
FOOD
SCHOOLPETS
INSECURE
SLEEP
BETRAYAL
FRIENDSHIP
FAMILY
EMOTIONS
RELATIONSHIPS
NEEDS
WATERSOLAR
AIR
TREES
EARTH
PLANTS
PARKS
SUNSHINE
THOUGHTS
RELIGION
HABITS
EDUCATION
LAUGUAGE
BELIEFS
HISTORY
GEOGRAPHY
NIGHT
AGEWORKSPIRITUAL
DAY
MANAGEMENT
FRIENDSHIPSSOCIAL
MEMORIES PLAY
BUSINESS
CHANGES
ETERNAL
ADOPTION
INNOVATION
FUTURE
EMAILS
DIGITAL
IDEAS
WIFI
DIFFUSION
EPHEMERAL ROBOTS QUICK
CLOUD
GROUTH
EXPERIENCE
LEARNING
TEACHERS
SKILLS
OPINIONS
KNOWLEDGE
SCHOOLS DEATH
TRAINING
ANIMALS
TAKE CARE
ORGNAZATION
THERAPY
CREATIVE
LAME
INSPIRATION
IMAGINATION
Sharing
Figure 2.2 Mind maps- Sharing

sharing + saving = ?
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.
Four of these ideas were shortlisted by the design team
and developed into concepts for social networks in the
following pages.
Figures 2.3 Saving + Sharing - Social network ideas generation
Languages
Food
Identity Sleep
Success
Stories
International Business Language
Loyalty Points on Sharing Food
Showing presence in Public Spaces Public biking and storing energy
Social Network for couples
B2B
Loyalty
Public
Spaces
Energy
Relationships

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.
Concept 1: Saving everyday
5W & 1H
Why?
What?
Where?
When?
Who?
how?
Habit building app that let’s you treat sharing as a habitual experience
- New daily task everyday to keep you glued and interested
- Earn rewards for each task completed
- Location based to let you ”share” effectively
Everywhere
Everyday
Socially
consciously
millenials
Environmentalists Social
Media Addicts
People
who love
to share
Sleep = Public biking and storing energyEnergy

Motivation
Liquid
Sidecar
RelayRides
TaskRabbit
Fon
Habitica
SkillShare
Tangible
Resource
Ownership
Intangible
Resource
Ownership
Need
Figure 2.4. Competitors Analysis. Figure 2.5. SWOT Analysis.
Concept validation
W
T
S
O
- Less resource consumption
- Reduced assets ownership
- Sustainable community building
- No infrastructure investments
- Shifting liability on users
- Relies on quality of services
shared
- Relies heavily on user mem-
bership
- Relies on locally available user
base
-Privacy and Public safety is-
sues - “Digital trust”
- Misuse and overuse of
shared services
- Data privacy
- Core value can be incorpo-
rated in existing apps
- Creating an economy based on
sharing
- Redefining asset ownership
- Redefining public services
- Bringing people and neighbor-
hoods together
- Creating sharable infrastructure
+ -
Opportunity Space

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

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.
Concept 2: touchpoints
5W & 1H
Why?
What?
Where?
When?
Who?
how?
Taking the term ‘co-working’ seriously and helping people connect with
others in their surrounding for work and advise.
- 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.
Anytime - Users can switch on /off their availability.
Everywhere
Freelancers/
Students
Industry
Specialists
Talent
Acquisition
Identity
= Showing presence in Public SpacesPublic
Spaces

W
T
S
O
Figure 2.7 Competitors Analysis. Figure 2.8 SWOT Analysis.
- New Connections
- Seek advice from specialists
- In-person meetings
- Co-working with local workers
& talents
- No application process
- Long waits for turns
- Unaware Surroundings
for meetings
- Quick meetings can be very
beneficial
- Seeking local talent and
make the best use
- User Ratings can determine
quality
- Sustainable freelance busi-
ness opportunities
- Unreliable people
- Communication through oth-
er channels can be
more effective sometimes
- Personal network related adv.
- Unwanted requests for meet-
ing/collaboration
Concept validation
One to One
Tinder
Foursquare
Google Places
Fandago
Scvngr
Loopt
Groupon
Yelp
Opportunity Space
Opportunity Space
Network Size
Many to Many
Opportunity Space
+ -
Opportunity Space

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.
Concept 3: not lost in translation
5W & 1H
Why?
What?
Where?
When?
Who?
how?
A Visual Language to communicate across International business networks
- 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
Everyday- As per professional requirement
Globally
Entrepreneurs Large Businesses Business
Networking
Small Businesses
Languages = International Business LanguageB2B

W
T
S
O
Figure 2.9 Competitors Analysis. Figure 2.10 SWOT Analysis.
- Promotes a visual conversation
language
- Eliminates cultural and lan-
guage barriers
in communication
- Retains the power and free-
dom of expression
- Promotes creativity
- Global business currently
speak English
- It will require time for people
to adapt to this new system of
communication
- It may not be able to handle
competitive pressure
- Creates an international social
network with no barrier of lan-
guage
- Creates a global business visual
language
- Cultural Connotations
- Not all industries might be
comfortable using this tool
- Not all business/professional
terms could be clearly trans-
lated and understood using
icons
Concept validation
Language Translation
Iconographic
Visual.ly
LinkedIn
Cofounder
Fandago
Scvngr
Loopt
Groupon
Yelp
Professional
Networks
+ -
Opportunity Space

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.
Concept 4: Pair 'n' Share
5W & 1H
Why?
What?
Where?
When?
Who?
how?
Saving successful stories and sharing relationships- A social network
platform designed only for couples
- A public social network only for couples
- Couple agreement = successful story
- Two-way couple sharing
Everyday
Everywhere
Dating Couples Old Couples
Married CouplesCommitted Couples
Success
Stories
= Social network only for couplesRelationships

W
T
S
O
Figure 2.11. Competitors Analysis. Figure 2.12 SWOT Analysis.
- An innovative social network only
for couples
- A new medium can be used to
share
- Two-way together sharing
- Diffusion issue
- The way of negotiation
may cause misunderstand-
ings
- Big blue ocean in terms of op-
portunity space
- Many possibilities to use a new
medium to share
- Break down the negotiation
can be a key driving factor
- Users are loyal to certain
existing social networks
- Less privacy offered
Concept validation
+ -
Opportunity Space
Network
Size
Private
Public
Youtube
Instagram
Facebook
Twitter
Couple
Between
CompleteWithout
Lovedays

part 3
network users

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.
ZAG
Figure 3.1 Finding the zag

GLYPHALYST
(GLYPH + CATALYST)
A catalyst for global communication
Cultural Differences Visual language
clarity
Crisis attention Iconographic
language
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.
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.
Figures 3.2 Glyphalyst

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.
popular media scan & Key facts
Figure 3.3 Popular Media scan insights

AIRLINE
GROUND STAFF
MEMORY
COMPETITIONS
SIGNAGES/
ENVIRONMENTAL
GRAPHICS
PROFESSORS/
TEACHERS
SERVICE
PROVIDERS
DOCTORS/
HOSPITALS
SPACE
COMMUNICATION
SOCIAL MEDIA
ADDICTS
EXPERT
PROFESSIONAL
MARKETING
ADVERTISING
DESIGNERS
IMMIGRATION
ARMY
ARTISTS
SILENT
ZONES
MINORS
TRAINERS
MNC’S
AIRLINE STAFF
FACTORIES
TRAFFIC COPS
FEDEX
CONSTRUCTION
SITES
OLYMPICS
RELIGIONS
GROUPS
POLITICIANS
FIRST
RESPONSE
FIREMEN
FBISPORTS
DRIVERS
TEAM BULDING
ACTIVITY
TRANSLATORS
ICE BREAKER
UNEDUCATED
PEOPLE
HOTEL STAFF
BUSINESS
STUDENTS
DISABLED/OLD
NON-NATIVE
TRAVELERS
TOUR GUIDES
LANGUAGE
SCHOOL
KINDER
GARDEN
GESTURE
TECHNOLOGY
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.

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.
VISUAL
COMMUNICATION
PEOPLE
ICONS
DRAWING
SIGNS
SYMBOLS
SIGNS
MODELS
MOTION
STORYBOARD
EMOTICONS
REGIONAL
PICTORIAL
COLOR
PICTURES
FLOW
WRITTEN
LANGUAGE
SYSTEM
PERSPECTIVE
DIRECTIONS
PERSPECTIVE
EDUCATION
EXPRESSION
SPEECH
INTERACTION
LANGUAGE
MEDIUM
NETWORKING
LEARNING
BODY LAUGUAGE
LITERATURE
EMOTIONS
WORDS
COMMUNITY
CULTURE
COUNTRIES
FRIENDS
ASPIRATIONS
NEEDS
BELIEVERS
INTERESTS
GOALS
IDENTITY
PROFESSIONS
RELIGION
TRIBE
EDUCATION
STEREOTYPES
HERITAGE
MOTIVATION
HIERARCHY
ETHNICITY
RELATIONSHIPS
PERCEPTIONS
IDENTITIES
PATTERNS
STORIES
DEFINITION
DECODING
RELIABILITY
EXPRESSIONS
CONVERSATIONS
NETWORKS
NON-VERBAL
COMMUNICATION
MEMORIES
ASSOCIATION
IDENTIFICATION
GLOBALLY LOCAL
EXTENDING
CONVERSATION

Living
Safety
Loyalty
Activity
Money
Business
UNIVERSAL
LANUGUAGE
To Survive
Thinking
Visually
Building
Relashionships
Sharing
Meeting
New People
Translation
Feelings
Emotions
Complain
Compliments
Direction
Emergency
History
Identity
Transactions
Stories
Greetings
Needs
Communication
Alerts
Definition
Creativity
Artistic
Imagination
Empathy
Unity
Manners
Appreciation
Welcoming
Friendship
Homely
Icebreakers
Networking
Social
Safety
Reaction
Visual Notification
Transportation
Responsiveness
Messages
Trust
Solitude
Fast Response
Promptness
Picture Memory
Abstraction
Imagination
Gold Fish Memory
Building Content
Guidance
Heritage
Cultural Belonging
Exploration
Social Media
Tinder
Socialization
Sexual Frustration
Networking
Selflessness
Collaboration
Globalization
Unity
Cross Breeding
Cross Cultural
Education
Relief
Exploration
LocationDiscomfort
Felling Good
Dissatisified
Sarcasm
Love/ Fear
Confidence
Expression
Freedom
Satisfaction
Fulfillment
Hope
Improvement
Feeling Special
Humanity
Expression
Love
Empathy
Anger
Sensitivity
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.

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

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.
cultural probe
Figure 3.8 Team activity

Sentences using visual icons were created and people were asked
to interpret them.
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:
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.
cultural probe 1
I am a SCAD student and I love art.
I bicycle from my home to school everyday
I like forsyth park for outing with family and friends.
Figures 3.9 Cultural Probe 1

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 ice-
cream 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.
cultural probe 2

Figures 3.12 Cultural Probes 2

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.
Why did glyphalyst not work?
Figures 3.13

part 4
REFRAME

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.

Problem IDENTIFICATION
media landscape
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.
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.

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

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.
HOW ALPHA WORKS?

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.
Kids

parents

Businesses

user groups
Children can keep in touch with their existing
friends at school, in the neighbourhood or else-
where through this visual communication plat-
form. 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
Teachers and schools can be a part of Alpha to
communicate with students and their parents.
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.

empathy maps
Alice || 4 yrs || Talkative || Friendly || Studies in Playschool Jack & Diana || Alice’s Parents || First time parents || Business family

empathy maps
Mary Ward || 28 yrs || Curious || Outgoing || Educator Lego || Toy Makers || Associated Business

user journey map 1
123
124
+
+
+
+
++
+
+
+
+
!
+
4. Now, Alice and Mickey can
connect with each other and
other friends and do activities
together on Alpha.
3. Their parents join Alpha
and create their child’s and
own profile.
2. Their parents think about
connecting through Alpha.
1. Alice and Mickey go to the
same school or they live in the
same neighbourhood.

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

part 5
business model canvas

WHAT'S YOUR VISION
Leverage the power of visual
communication to foster a
meaningful child-parent ecosystem
3
WHAT WAVE ARE YOU RIDING
* Increasing use of technology in
a child’s educational process.
* Social networking and access to
technology.
* Visual Communication.
4
WHO share the br andscape
5
WHAT DO YOU DO
Facilitate education using
communication, networking and
technology
2
WHAT should YOU add or subtr act
Communication with all
family members, not just
parents.
Direct advertising to
children.
7
who loves you
* Children
* Parents and family members
* Associated Businesses
* Visual Communication and
Language tools
8
wha t makes you the only
6
WHO ARE you
Visual Communication and learning tool.
1
ZAG
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.

whose the enemy
* Gaming application
* Existing social networks
* Learning Institutions
9
how do you explain yourself
Alpha - For the Young Starters.
A complementing educational tool.
11
how do you spread the word
* Word of mouth (organic reach)
* Associated businesses
* Social networking advertising
12
how do people engage with you
Through a secure social platform for
children to enhance visual
communication and relationships.
13
wha t do they call you
Alpha
10
how do you earn their loyalty
15
how do you extend you success
16
how do you protect your portfolio
* Constant innovation and
adaptability
* Content development
17
wha t do they experience
Customer journey maps
(SCENARIOS)
14

Business model canvas
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.

Trust
Community
Co-creation
customer relationships
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.
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.

Alpha generates revenue through 3 key activities in addition to the basic initiation cost of the product:
LEGO
Learn local guitar
tunes next door.
$2.99
+
REvenue streams
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.
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.

part 6
competitors analysis

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

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

Blue ocean strategy
Youtube Kids
Edmodo
Togetherville
Club Penguin
Yoursphere
Knowledge Content
Quality
Ease
of Use
Tech Parental
Control
Social
Factor
Customer
Segments
Design Personalization
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.

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.

Business Model Canvas: edmodo 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.

Business Model Canvas: youtube kids

part 7
Branding and prototyping

for the young starters...
Red
yellow
blue
Welcoming and passionate, this color encourages community building.
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.
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.
The color of the sea and sky, it is associated with nature, trust and secu-
rity. 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.

website

prototype for kids
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.

prototype for kids
Share your drawring moment
2
3
Make a story with mom
1Create an icon of fruit
25
Daily Task
Cici Jo Ala
Sharing
Alice & Mickey 50 Summer 12 Cici, Jo & Ala Paul & Momo121 20

prototype for parents

prototype testing

interviews

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.
Interview with Child Psychologist

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.

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.

future vision

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

5 year plan:
During the research, the design team came across a lot of materials which sug-
gested 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.
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 learn-
ing tool in educational institutes.
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 cul-
tures, languages and regions.

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 af-
ter 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.

appendixTechnology vs Factors: 2x2 matrix

appendixCultural Probe Results

appendixInterview Results

appendixPopular Media Scan

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