Friday, May 12, 2017
Wednesday, April 26, 2017
Wednesday, April 5, 2017
Wednesday, March 29, 2017
Research
Problem:
People often think
technology as being big, scary and daunting, we are the company that is
bringing back the humanity to technology. By creating a humanised experience,
we are translating the complicated technological world into one that is more
understandable and clear for our users.
Children are not
aware of the potential of technology; our world is becoming more digitally
orientated - not knowing how to use technology will hinder their job
opportunities. Technology is always advancing and enabling them to adapt and
welcome new technologies will encourage creativity, problem solving and be less
resistant to change.
Elderly are isolated
by technological advances making them digitally excluded and disconnected to
the opportunities that come in the digital world. Technology is a great way for
elderly to feel connected and through our research we found that elderly that
do use technology and social media feel more connected to their families as
that can often turn into a frequent channel of communication between them.
Tensions:
Want old people to connect but children not to
overuse technology
Be fun but not too child-like
Children want to engage but may become too reliant
on screen time.
Some people have many devices vs some don’t own any
Target Audience:
School Children (Primary/ Intermediate)
Spend each day in a learning environment
Are digital natives.
Use technology for fun (games) and entertainment
(video, music), connecting with friends, education (eg: Mathletics)
Like to keep up to date with the latest technology
to fit in
Like to give technology a go, and to be able to do
it on their own (be independent)
Elderly
(65+)
Grew up without modern day technology and have
already been through their education
Currently in a technology immersed environment but
are not digital natives
Want technology to be updated - keep connected to
family, for news and weather
Want to know ‘how to’, so they can do it themselves
and feel independent
Are ageing and therefore their health (including
vision and hearing) is deteriorating
What do they not know?
Elderly:
Tech etiquette (particularly social media)
How to use new devices or programmes
More functions on their devices
That many of the things they do can be accomplished
more simply through technology (eg: online mail)
Connections between different devices/ forms of
technology (eg: saving things to the cloud)
Children:
More complex technology such as applications such
as the Adobe suite and integrating coding into their education system and to
hold as much importance as any other subject.
How to keep safe online
- Identifying what is real and what is fake
(photoshopping, superficial portrayal of lives etc)
- Digital privacy
How important it is to know how to use technology
for the benefit of their future
Best research methods (for school projects etc)
Be educated about Tech overuse, too much screen
time and the impact on their health.
Want technology to be updated - keep
connected to family, for news and weather.
Want
to know ‘how to’, so they can do it themselves and feel independent
Strategy: We
propose that AT&T should rebrand and focus on creating a humanised
design experience that educates, empowers, supports both children and
elderly. .The aim is to aid both children and elderly to transition into a
digital culture which they feel confident and equipped. By creating a humanised
experience, we are translating the complicated technological world into one
that is more understandable and clear for children and elderly. To see from their perspective and
give them confidence and enjoyment because as long as they give it a go, there
is no failure.
Visuals Breaks away from
the current AT&T brand and positions itself in the New Zealand market
establishing new values and connections that appeal to elderly and children. We
suggest a name change because introducing American company to a New Zealand
education system creates distrust and loss of locality. The new brand will take
a new approach positioning itself with New Zealand values, be future focussed
and make connections that appeal to our audiences.
Vibrant, Bold, Playful, Informative, Fun,
Eye-Catching
Possible
Solutions
Education Centre/
Portable education truck :
Where schools come
for specialised classes
Go to schools & teach/ Elderly homes On call
support ? ( e.g geeks on wheels)
For those with our network offer free tech support
or free into lessons for elderly with their devices.
Tech Convention: Introducing people to the newest
technologies and encouraging everyone to participate. A good thing about this
event is that elderly aren't the only ones learning because most children
wouldn't've been exposed to the technologies either.
Key Terms & Phrases
“Screenwise: Helping
Kids Thrive (and Survive) in Their Digital World”
MENTORSHIP
Digital age
Provide education around technology for children
and elderly
Helping to facilitate / translate the use of
digital technology
Elderly making lifestyle/ culture change, easing
them into a digital culture and lifestyle
Helping elderly transition into a digital landscape
Humanise technology for elderly
Helping elderly transition into a digital lifestyle
Build an elderly digital culture
Digital native and digital immigrant
Mentorship not membership
AT&T guarantees you a lifetime of technological
support.
Research
Elderly Research:
Elderly don't trust payment methods online and
although they have access to online shopping they don’t feel as though they are
being catered to.
Elderly in New Zealand using social media to
connect with families. (nearly ¼ of NZ elderly were using social media sites in
2012)
Our world is becoming more and more digitally
orientated, and not knowing how to use technology will hinder people’s job
opportunities
Applied service design solutions
Elderly online shopping
- Would need to come from the Government though, not through a brand- for things to be taught through schools, it needs to come through the ministry of education.
massive audience for it they struggle with funding but are currently working with unicef it's definitely a viable thing!
- The feedback convo has sort of left out the old people. Perhaps we pitch it with a demographic focus on kids but mention the old people too
- Partnerships are a great idea, endorsements
- presentation was a little bit backwards. Don't lead with the young people vs old people, that's a manifestation of something. Start with the essence instead
- Our essence was bringing humanity back to technology, or making technology fun. Put this at the top of the pyramid and lead with that and say "this is what we want to do..."
classic uillaian no olivw
Wednesday, March 22, 2017
critique
General feedback to respond to heard in class:
be convincing, honest and confident
i recommend you as at & t should....blah blah balh
what does it mean in a New Zealand context?
Visually what does it mean
you want what we're selling
overview ?
nitty gritty
catalyst for growth
what am i getting for my money
screen share ?
what do you offer that no one else does
15 sec tv commercial what is our essence in a nutshell
do we stay as at& t
ven diagram of technology
local kiwi mindset
community and play
whats our tone of voice?
how do we not be generic
sub identity ???
loss vs profit ?
tone as if your talking to at & t
what to tweak
idea / big idea
elevator pitch
communicate where our going because . its easy to communicate
what arer you launching
who am i
dress like this ? Talk like this
dont wanna see somonelses project turn it into an at&t installation
two sentences of hat we're about and some pics
((((((HOW TO PRESENT )))))))
don't explain the logic just show the images
don't make them wait for good stuff slice of good stuff anD then big bang at the end
client will have a preconception of something , hint at where your going but then explain and then show more
Exciting start
get on your clients on your side
Parents may disagree with their kids being taught about technology
Although parents may disagreee it is inedivble that the world around us is constanyl changing and that its becoming a nessicity ton have internet access and use a device.
- If the tech that's being taught is applicable (e.g. coding) then it's useful and has a strong backing
- Would need to come from the Government though, not through a brand- for things to be taught through schools, it needs to come through the ministry of education.
- NZ don't really do corporate sponsorship for education. Could it be an outside of school initiative e.g.: after school programme, holiday programme
- Something like Harold the Giraffe
- Feedback from someone who works at an after school programme who teaches these things like photoshop: there is a massive audience for it they struggle with funding but are currently working with unicef it's definitely a viable thing!
- The feedback convo has sort of left out the old people. Perhaps we pitch it with a demographic focus on kids but mention the old people too
- Focussing on kids is perfect because going through kids means that it goes to the parents -eg home in their school bag (a huge group of people). From a business point of view it is great
- Partnerships are a great idea, endorsements
- Get one thing right
- presentation was a little bit backwards. Don't lead with the young people vs old people, that's a manifestation of something. Start with the essence instead
- Our essence was bringing humanity back to technology, or making technology fun. Put this at the top of the pyramid and lead with that and say "this is what we want to do..."
- "we see this thing that technology is big and scary", Leave aside who you're talking to. "we are the company that is bringing back the human to technology.
- Strategy part is going through schools
- Including old people is very strong, because the demographic is huge and ever growing, so knowing how we will deal with that is important
- What does bringing humanity back to technology mean? well for this audience it means this and for this audience it means this
- Old people end = pure numbers, so much potential
- young people end = they will turn into customers later on
- AT&T could say we are going to do free telecommunications for every school in NZ. The Govt will say yes
Our crit feedback
Children but parents make the decisions Has to come from govt sponsor ship After school programme ING get one thing right Partnerships of UNICEF partnering with holiday programmes to teach coding Backwards don't lead with young and old Essence was humanity back to technology making technology fun again and engaging Technology is no longer big and scary Really focussed and then roll it out in school Two manifestations This end we do this and this end we do this Young end but will be market later
if we said to gov we give u free internet and stuff in schools and will teach your kids the tech of the future
no more than two bullet points per page and only pictures on screens , do not read off the screen !!!!!!!!!!!!!
how can we pgyicllly involve people
half screen time half physical ???
gaining parents as customer or newsletters or sending particular homwork that parents need to involved and rthis will expose them to our service thus the brand
many
be convincing, honest and confident
i recommend you as at & t should....blah blah balh
what does it mean in a New Zealand context?
Visually what does it mean
you want what we're selling
overview ?
nitty gritty
catalyst for growth
what am i getting for my money
screen share ?
what do you offer that no one else does
15 sec tv commercial what is our essence in a nutshell
do we stay as at& t
ven diagram of technology
local kiwi mindset
community and play
whats our tone of voice?
how do we not be generic
sub identity ???
loss vs profit ?
tone as if your talking to at & t
what to tweak
idea / big idea
elevator pitch
communicate where our going because . its easy to communicate
what arer you launching
who am i
dress like this ? Talk like this
dont wanna see somonelses project turn it into an at&t installation
two sentences of hat we're about and some pics
((((((HOW TO PRESENT )))))))
don't explain the logic just show the images
don't make them wait for good stuff slice of good stuff anD then big bang at the end
client will have a preconception of something , hint at where your going but then explain and then show more
Exciting start
get on your clients on your side
Parents may disagree with their kids being taught about technology
Although parents may disagreee it is inedivble that the world around us is constanyl changing and that its becoming a nessicity ton have internet access and use a device.
- If the tech that's being taught is applicable (e.g. coding) then it's useful and has a strong backing
- Would need to come from the Government though, not through a brand- for things to be taught through schools, it needs to come through the ministry of education.
- NZ don't really do corporate sponsorship for education. Could it be an outside of school initiative e.g.: after school programme, holiday programme
- Something like Harold the Giraffe
- Feedback from someone who works at an after school programme who teaches these things like photoshop: there is a massive audience for it they struggle with funding but are currently working with unicef it's definitely a viable thing!
- The feedback convo has sort of left out the old people. Perhaps we pitch it with a demographic focus on kids but mention the old people too
- Focussing on kids is perfect because going through kids means that it goes to the parents -eg home in their school bag (a huge group of people). From a business point of view it is great
- Partnerships are a great idea, endorsements
- Get one thing right
- presentation was a little bit backwards. Don't lead with the young people vs old people, that's a manifestation of something. Start with the essence instead
- Our essence was bringing humanity back to technology, or making technology fun. Put this at the top of the pyramid and lead with that and say "this is what we want to do..."
- "we see this thing that technology is big and scary", Leave aside who you're talking to. "we are the company that is bringing back the human to technology.
- Strategy part is going through schools
- Including old people is very strong, because the demographic is huge and ever growing, so knowing how we will deal with that is important
- What does bringing humanity back to technology mean? well for this audience it means this and for this audience it means this
- Old people end = pure numbers, so much potential
- young people end = they will turn into customers later on
- AT&T could say we are going to do free telecommunications for every school in NZ. The Govt will say yes
Our crit feedback
Children but parents make the decisions Has to come from govt sponsor ship After school programme ING get one thing right Partnerships of UNICEF partnering with holiday programmes to teach coding Backwards don't lead with young and old Essence was humanity back to technology making technology fun again and engaging Technology is no longer big and scary Really focussed and then roll it out in school Two manifestations This end we do this and this end we do this Young end but will be market later
if we said to gov we give u free internet and stuff in schools and will teach your kids the tech of the future
no more than two bullet points per page and only pictures on screens , do not read off the screen !!!!!!!!!!!!!
how can we pgyicllly involve people
half screen time half physical ???
gaining parents as customer or newsletters or sending particular homwork that parents need to involved and rthis will expose them to our service thus the brand
many
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