Retired Senior Citizens
Business Model conceptualized and designed to enhance engagement for the senior citizens' post-retirement.
Background
This project was done as a part of the course, Design Innovation Development, and Marketing Strategies. The project kick-started with a thorough market analysis to find an opportunity space for a new business. This was then followed by identifying the user groups, conducting ethnographic research, analyzing the data, defining the user needs, competitor research, prototyping the user experience, brand development and finally creating a business strategy.
Project Status
In Progress
Team
Aakansha Sharma, Anlu Zhao, Arunima Chauhan, Iren Liao
My Key Role
Project Manager: Research, Interaction, Visual Design, Strategy and Planning
The Problem
According to Ages Living, of those 65+ years old, 18% live alone, and 43% reported feeling lonely regularly. The American Association of Retired Persons (AARP) states, Older women are twice as likely to live alone than aged men because women’s life expectancy is longer. By age 75, about 45% of women live alone. Among the LGBTQ community, seniors are twice as likely to live alone.
Design Question
How might we use design thinking to improve social engagement amongst Retired Senior Citizens and build a healthier and happier community?
Potential Market Segment
Three potential market segments were identified for the social network by using initial secondary research methods and mapping them on 2X2 matrices, Porter's 5 forces and SWOT analysis to best compare with what's going on in the market. We also created a stakeholder map and defined user segmentation.
Research and Positioning
Since this was a short-lived project, I began by brainstorming on various issues faced by people with physical challenges while shopping in supermarkets. Later I started with reading articles, specialized publications, books, and academic journals online to validate the subject. All the data gathered through various sources were then synthesized. The data synthesis for secondary research. Then the topic was analyzed under SWOT to understand the position of the project. All the data points were then clustered to understand what matters. This layer was then clustered to address the key issues. It was then finally clustered again, to describe the key issues.
Value Proposition
The Value Proposition entails the target audience, intent of the project, competitors, and design concept
The Design Concept
Ease is an inclusive app design that wants to value by providing informal assistance to the people who face challenges while accessing products in the supermarket due to their ambulatory difficulties.
We defined the concept, developed a mock-up of the service system, including pertinent details, flow, components, wireframes, and basic function prototype. To cut through the noise, we build defined the essence of our concept which helped us to answer the fundamental questions that helped us create the brand story, whom it serves, why, how it should make its users feel, emotional benefits, functional benefits, marketing strategy, and the behaviors across touchpoints.
Introducing Ease:Solution
Information Architecture
We wanted to ensure that our users are able to reach their goals with a minimum number of steps. So, we created an information architecture to understand the structure of the content that would be easily adaptable and would allow the users to finish all the steps seamlessly.
Wifreframe
By laying out the content and functionality, we created wireframes to define the structure for every page. This gave a loose shape our final product, giving a reliable idea of where everything on each page could go like.
