OVERVIEW

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, creating a business strategy and finally developing a digital platform.

Role

Project Manager and UX Research Lead

Duration

10 Weeks

Tools

Miro, Indesign, Sketch, Figma, XD, Premier Pro

Overview

PROCESS

Process

Market Research

Competitive Research

Web Surveys
Observation Research

Remote Interviews

Mindmapping
Brainstorming

Affinity Mapping
SWOT

Comparative Analysis

Empathy Maps
Stakeholder Mapping

Archetypes
User Personal

Journey Maps
User Scenarios

Key Insights

Ideation session

MoodBoards

Concept themes

5Es

Creative Matrix

Illustration & Graphic Design
Value Proposition

Value Proposition Canvas
Crazy 8's

Research Map

Data Map
Business Model Canvas

Logo Design

Ideation sessions

Brand Pyramid

Agile Framework
Good vs Different Matrix
Value vs Effort Matrix
Evaluation Workshops

Blue ocean Strategy

Brand/ Concept Selection

Architectural Blueprint

UI Mock Ups

Clickable Prototypes
Low Fidelity

Hi-fidelity prototype

Concept testing

Rapid Paper Prototyping

A/B Testing

Heuristic Evaluation

User Testing II

Branding & Marketing
Technical Evaluation

Product Roadmap

PROBLEM STATEMENT

Human beings are complex creatures and seize to simplify their lives in segments.Those segments are broken down by the factor of age and the experience that comes along with it. It becomes an essential part of life to understand and accept all them individually.

Retirement for many entails a leap of faith after decades of routine. Perhaps no other stage of life triggers such intense feelings of excitement and liberation, on the one hand, but, on the other, fear and anxiety. The inevitable question of “Now what” suddenly becomes the focus and often creates a feeling/sense of disappointment. Many pre-retirees do not fully comprehend how dramatically their lives will change. The shift from being on the job, be it any kind to finally retiring and not knowing any more than one has almost all their life can be dreadful. Factors like loneliness, anxiousness, boredom and most importantly, doubt begins to kick in.

Of those 65+ years old, 18% live alone, and 43% reported feeling lonely regularly.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. Addressing the lifestyle change that could be unpredictable for the senior citizens, and designing something unique to better understand their future needs, life situations and expectations.

How might we facilitate active citizens who are 65+ to use the best of their abilities in order to enhance their post retirement life?

Problem

SECONDARY RESEARCH

Americans will be 65 or older by 2030

70%

39%

Baby Boomers aged 65-74 are increasingly connected, suing a smartphone , up to 11% points in a year

17%

Older people made up 17% of all traffic fatalities

20%

The rate of cognitive decline in people with frequent social contact than those with low social activity

To understand the market better, we conducted secondary research. We decided to do popular media scan research. The research was useful to understand even more the actual problems and opportunities

Research

Stakeholder Map

We used Porter's Five Forces to analyze the competitive rivals, potential entrants, suppliers, customers, and substitute products that may influence our final solution.

We also mapped the 2x2 matrix helped us map various services offered to users to enhance their post retirement experience. We discovered opportunity areas of the saturated market and areas where there may be an opportunity to improve the overall experience.

Porters' 5

MARKET RESEARCH

2x2 Matrix

NETWORK ANALYSIS

We created stakeholder maps to identify all the different actors and how they relate in the ecosystem and contribute towards the project outcome and helped us ensure that we had the right representation of voices while approaching them more closely.

User Groups

Drivers

Retired Citizens

Peers

Service Providers

USER RESEARCH

People We Spoke To-

Retired Citizens

Peers

Local Service Providers

Drivers

Active Community 65+ yrs

After the primary research and insights, we set back together and we started organizing our data points and insights from the survey and secondary research and in-depth interviews.

Peers

Service Providers

Drivers

Survey

USER INSIGHT MAPPING

We used empathy maps as a base to generate our personas. A Persona is used to go in the minds of the user and know their actual pain points and expectations. A user persona can represent a group of users.

USER INSIGHT MAPPING

Creating a scenario helped us articulate the features of the app and identify moments in the user flow that require deeper thinking. We created user scenarios for both perspectives– the skill sharer (Mary/Victoria) and the learner (Jack).

By using the five E’s of customer experience, we listed out the various features that would be available on our platform, to begin with. We selected some of these features and created a user scenario with them

Validate

CONCEPT VALIDATION

These companies were selected for being the current market leaders offering engagement to the active community of 65+ years. In order to define the strongest candidates, we voted from 1 to 5 on how much they aligned with our design criteria must-haves.

After the prior matrix, we selected the two nest companies and defined different opportunities for us. These are the opportunities (+) that we have identified for our own business model. On the other hand, we have also identified the weaknesses (-) that we would like to avoid in our own business model.

DESIGN CRITERIA

The objective of the creative matrix was built to create an intersection of the 5E’s of User Experience design with our key personas. This was followed by multiple brainstorm sessions with the whole class which included creating quick concepts for these personas at every stage of experience. We tried to answer questions such as: