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DDI

Data Driven Innovation project (aka #DATASS)

Team

Rotem

Creative director


Lorenzo

Dataviz and graphic designer


Nerea

Innovation consultant


Maylis

Media researcher


Description

Every day the (Dutch) media is confronted with the huge impact of increasing digitization and datafication on the industry.  The transition from analogue (broadcast) to digital (Over the Top) networks means that people can watch video at any desired moment from every desired device and enables companies to truly interact with the viewers. These interactions produce data. These data could be used to learn more about the viewer or produce new sorts of services, however these opportunities often remain unused or pushed to the backburner. The challenge for us is to Develop one or more ‘live’ data based media concepts that can strengthen or even replace video. Discover which new interactions we can create during live programming (in a stadium or streaming) that creates new (commercially interesting) data on the viewers.

Sprint 4 // New interactions for Stephanie, Clark and Julia

Our challenge for the forth sprint was to create three concepts of a cross-platform service with an integration of past sprints conclusions and ideas. We are going toward the final delivery, that’s why we included a user research, an ideation of data streams in the solutions and liveness as a concept.

// Process

In this case, the time invested on research has been less than the time invested on ideation and creation.

// Research

Regarding the research part, the focus was in making a user analysis. Having a look at generations, with special focus on Millennials and GenZ people, we defined 10 detailed personas, inspired by people around us, influencers and some Instagram and Twitter accounts.

After defining the 10 personas…

… we started with the clustering process, so we choose 6 and through a dot voting tool, we came out with the final 3 personas: Stephanie, Clark and Julia.

 

“I don’t share my life. I share the things I eat, the places where I eat and fragments of where I am and what I do”

 

Stephanie is a 22 year old young Dutch single woman who lives in Amsterdam and studies Communication. She likes to have an ideal lifestyle. She is very into healthy lifestyle, she loves working out, socialize with old and new friends and feel beautiful, healthy and successful. One of her passions is cooking.Her favorite thing as a foodie is to discover new bio products to include in her recipes, she is specialized in making brunches and meals that look very healthy and nice. She has a blog for her recipes, and she uses Instagram for posting beautiful pictures (almost professional) of the dishes she makes. She is becoming more and more famous on Instagram and she is getting more and more followers. She likes it, but she is afraid of being stalked by people too much. She lives with two more girls in an apartment that they rented as students, all of them have the same interest in healthy lifestyle, so they can share the matcha tee and the chia seeds. On the week ends, she works in a fancy coffee place. She feels very happy to work there and earn some money to pay the rent and save for her master degree

 

“Media should in some way educate the people and not just vocalize what people are saying”

 

Clark is a 28 year old German male who lives in Berlin and is freshly married with a guy. Clark is a freelance photo journalist who started as a reporter for a broadcast out of his own country, that’s why he lived abroad for many years and knows many languages. He then switched to freelancing, and he writes his articles on Medium and share them on Twitter. He also takes pictures and videos and uses Tumbler and Instagram to promote himself. He works mainly with local news, be he sometimes enjoy writing about tech. Since he became a freelance, he rented and apartment with his husband in Berlin, but he keeps traveling for work. He is a media and tech enthusiast. At the same time he doesn’t trust the web a lot: there are too many fake news! He is curious, runs a lot and he is an activist for people rights and for the environment. He believes in open source and sharing economy, but thinks not everyone can understand it and use it.

 

“I’m trying to understand my kids’ deigital world, but sometimes is too hard. I just want some family time while watching TV”

 

Julia is a 46 year old proud and happy Italian housewife who lives in Naples with her family (two children and husband). She loves reading books and spends her time giving back to the community , volunteering in the parent association, baking sales and collecting (and mending) clothes to give to the people who need them. When not volunteering or reading (in the evenings), she watches prime time tv shows with her family, like “The voice”. She even likes to use the app to vote! Usually her children (Emma 12, Niccolo 10) laugh at her when she get’s emotional while watching, but she loves having scheduled time with them during the week, even her busy Husband (Matteo, 41) joins the fun!

 

// Ideation

After having the personas defined and a clear focus on Stephanie, Clark and Julia, we made an empathy map of each of them in order to be able to analyze them in a more emotional way defining what do their hear, do, think and say about live streaming and which are their pains and gains regarding it. The empathy map helped to understand even better Stephanie’s. Clark’s and Julia’s points of view and roles, making easier and more effective the process of designing a solution for them.

In order to start creating solution for our three personas, we used the Lotus Blossom tool as an ideas generator and we came out with three different concepts (each one of them for each one of the personas) and we try to define them with a clear challenge a concept, a why, a concrete user and value proposition, a data model and a business model.

 

// Building

With the idea of making the three concepts more tangible or easy to understand, in the “building phase” we created three different Storyboards that represent the solution for each of the personas.

Taking into account Stephanie’s profile and her pains and gains regarding live streaming, we designed an easy way for the streamer to interact with her followers enabling group belonging in the audience. With this concept, the streamer gets feedback from the watchers to improve their live streams and performance and the watcher can interact with the streamer through clicks, voice recognition, which makes the streamer work more efficiently. The solution enables the streamer also to have smaller groups of watchers depending on the active role and engagement with the content.

In the case of Clark, we created a transparent and collaborative system for consuming and broadcasting news. In this concept, anonymous individuals can live stream their own content about news from their point of view. From the other side, Clark, as a journalist, creates his own online magazine (board) with the live streaming content of the anonymous people, with the help of a filtering algorithm.

As a solution for Julia we developed a new way of interacting with an entertaining video content for the family in one screen/device enabling the participants to interact with the content (TV Show) through voice or face recognition and strengthening family bonding thanks to a shared profile.

 

 

The aim of creating three different solutions in the fourth sprint was to get the feedback and choice from the partners regarding the concept and have a guide regarding the following sprints and the final delivery.

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