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
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