Sincerely, Social Expressions for the 21st Century
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1 Sincerely, Social Expressions for the 21st Century 1
2 2
3 3
4 4
5 Sincerely, Social Expressions for the 21st Century 5
6 First: A history lesson. 6
7 Credit: History 7
8 Credit: cyndy666, Flickr History 8
9 Credit: t6mdm, Flickr History 9
10 ? Credit: t6mdm, Flickr History 10
11 Credit: jimmiehomeschoolmom, Flickr History 11
12 England, 1840 History 12
13 History 13
14 Sir Henry Cole History 14
15 First Christmas card, 1843 History 15
16 Modern Day History 16
17 7 billion cards a year History 17
18 Credit: bernielevine, Flickr History 18
19 Background 19
20 Current offerings Photo kiosks Background 20
21 Current offerings Photo kiosks Online fulfillment Background 21
22 Current offerings Photo kiosks Online fulfillment Home printing Background 22
23 Demographics Background 23
24 Credit: cc_chapman, Flickr Background 24
25 Background 25
26 Background 26
27 We want to explore traditional gift-giving and card-sending customs of people in their 20s and distill the nature of their social interactions in order to modernize the card-giving experience for a 21st century audience. Hunt Statement 27
28 We want to explore traditional gift-giving and card-sending customs of people in their 20s and distill the nature of their social interactions in order to modernize the card-giving experience for a 21st century audience. Hunt Statement 28
29 We want to explore traditional gift-giving and card-sending customs of people in their 20s and distill the nature of their social interactions in order to modernize the card-giving experience for a 21st century audience. Hunt Statement 29
30 We want to explore traditional gift-giving and card-sending customs of people in their 20s and distill the nature of their social interactions in order to modernize the card-giving experience for a 21st century audience. Hunt Statement 30
31 We want to explore traditional gift-giving and card-sending customs of people in their 20s and distill the nature of their social interactions in order to modernize the card-giving experience for a 21st century audience. Hunt Statement 31
32 What s been studied? Literature Review Literature Review 32
33 Being Social Cost and reward create mutual relationship Greeting cards a part of social networks Literature Review 33
34 Being Social Cost and reward create mutual relationship Greeting cards a part of social networks Literature Review 34
35 Being Social Cost and reward create mutual relationship Greeting cards a part of social networks Literature Review 35
36 Card-giving and Sentiment Create sentiment through text Personalization Industry emphasis on sendability Literature Review 36
37 Card-giving and Sentiment Create sentiment through text Personalization Industry emphasis on sendability Literature Review 37
38 Card-giving and Sentiment Create sentiment through text Personalization Industry emphasis on sendability Literature Review 38
39 Card-giving and Sentiment Create sentiment through text Personalization Industry emphasis on sendability Literature Review 39
40 Technology Virtual possessions New haptic and visual inventions Literature Review 40
41 Status Quo Hallmark Holidays Commercialized and insincere Literature Review 41
42 Who s out there? Competitive Analysis Competitive Analysis 42
43 Competitive Analysis 43
44 Competitive Analysis 44
45 Competitive Analysis 45
46 Competitive Analysis 46
47 Competitive Analysis 47
48 Competitive Analysis 48
49 Competitive Analysis 49
50 In the field: User Research User Research 50
51 160 7 ONLINE SURVEYS SEMI-STRUCTURED INTERVIEWS CONTEXTUAL INQUIRIES GUERRILLA INTERVIEWS User Research 51
52 160 7 ONLINE SURVEYS SEMI-STRUCTURED INTERVIEWS CONTEXTUAL INQUIRIES GUERRILLA INTERVIEWS User Research 52
53 User Research 53
54 American Senders User Research 54
55 Prefer to communicate digitally compared to international senders Celebrate random occasions Buy more gifts for holidays User Research 55
56 Prefer to communicate digitally compared to international senders Celebrate random occasions Buy more gifts for holidays User Research 56
57 Prefer to communicate digitally compared to international senders Celebrate random occasions Buy more gifts for holidays User Research 57
58 Prefer to communicate digitally compared to international senders Celebrate random occasions Buy more gifts for holidays User Research 58
59 Survey Takeaways User Research 59
60 People felt connected Americans celebrate random occasions Americans buy more gifts User Research 60
61 People felt connected Americans celebrate random occasions Americans buy more gifts User Research 61
62 People felt connected Americans celebrate random occasions Americans buy more gifts User Research 62
63 People felt connected Americans celebrate random occasions Americans buy more gifts User Research 63
64 160 7 ONLINE SURVEYS SEMI-STRUCTURED INTERVIEWS CONTEXTUAL INQUIRIES GUERRILLA INTERVIEWS User Research 64
65 Relationship Mapping User Research 65
66 Semi-Structured Interviews Ilyas User Research 66
67 Semi-Structured Interviews Ilyas Erica User Research 67
68 Semi-Structured Interviews Ilyas Erica Veronica User Research 68
69 160 7 ONLINE SURVEYS SEMI-STRUCTURED INTERVIEWS CONTEXTUAL INQUIRIES GUERRILLA INTERVIEWS User Research 69
70 Senders User Research 70
71 Receivers User Research 71
72 Shopkeepers User Research 72
73 160 7 ONLINE SURVEYS SEMI-STRUCTURED INTERVIEWS CONTEXTUAL INQUIRIES GUERRILLA INTERVIEWS User Research 73
74 Guerilla Research User Research 74
75 Participant Profiles Participant Profiles 75
76 The Card Lover The Long-Distance Sender The Sentimentalist The Crafter* The Digital Sender* The Comedian* The Pragmatist The Social Butterfly Participant Profiles 76
77 Let s Meet Them! Digital sender Participant Profiles 77
78 Let s Meet Them! Digital sender Crafter Participant Profiles 78
79 Let s Meet Them! Digital sender Crafter Comedian Participant Profiles 79
80 Let s Meet Them! Digital sender Crafter Comedian Participant Profiles 80
81 Synthesis Synthesis 81
82 Flow Model Synthesis 82
83 Sequence Model Synthesis 83
84 Cultural Model Synthesis 84
85 Affinity Diagram Synthesis 85
86 What s the value? Insights Insights 86
87 Emotional Distance The Card as a Medium Relationship and Response Emotional Attention Insights 87
88 But first... A quick story. Insights 88
89 Emotional Distance Insights - Emotional Distance 89
90 We are so connected digitally. Insights - Emotional Distance 90
91 Bridging physical distance Cards used to help connect people far away Digital world solves this problem Insights - Emotional Distance 91
92 The actual gifts themselves don t matter, but the act of gifting does. Ilyas Insights - Emotional Distance 92
93 But are we emotionally connected? Insights - Emotional Distance 93
94 But are we emotionally connected? X Insights - Emotional Distance 94
95 First Valentine Insights - Emotional Distance 95
96 Tradition vs. Emotion Insights - Emotional Distance 96
97 Tradition vs. Emotion 20th century cards as tradition Insights - Emotional Distance 97
98 Tradition vs. Emotion 20th century cards as tradition 20-year olds send emotion Insights - Emotional Distance 98
99 Just wanted to say... Insights - Emotional Distance 99
100 I sent him a Congratulations on your Baby card. It s funny cause it s inappropriate. Kate Insights - Emotional Distance 100
101 I was very pleased. It just felt like a homerun! Kirby Insights - Emotional Distance 101
102 Emotional distance is the strength of your emotional connection in a relationship and is not necessarily affected by geography. Insights - Emotional Distance 102
103 The Card as a Medium Insights - The Card as a Medium 103
104 Maybe I m old-fashioned, but I like to have something to hold in my hand. Guerilla Research Insights - The Card as a Medium 104
105 It makes my day! They re fantastic! Cause it s not a bill! Kirby Insights - The Card as a Medium 105
106 Image and color matter most. KC Insights - The Card as a Medium 106
107 I want a certain saying for the person. Jean Insights - The Card as a Medium 107
108 The printed text is not something that comes from my heart. Mila Insights - The Card as a Medium 108
109 E-card benefits More convenient than physical options Cheap, sometimes free Reference popular culture Insights - The Card as a Medium 109
110 E-card benefits More convenient than physical options Cheap, sometimes free Reference popular culture Insights - The Card as a Medium 110
111 E-card benefits More convenient than physical options Cheap, sometimes free Reference popular culture Insights - The Card as a Medium 111
112 E-card benefits More convenient than physical options Cheap, sometimes free Reference popular culture Insights - The Card as a Medium 112
113 Typical humorous e-card Insights - The Card as a Medium 113
114 E-cards look pretty artificial. I don t like them personally. Ilyas Insights - The Card as a Medium 114
115 Cards create memory Insights - The Card as a Medium 115
116 The perfume is an extension of childhood, so it felt like home. Erica Insights - The Card as a Medium 116
117 Alright next is a card OH MY GOSH, there s three dogs around a campfire! Amy Insights - The Card as a Medium 117
118 We go camping with them a lot, and also they know that I love dogs. So this is actually a very personalized and meaningful card! Amy Insights - The Card as a Medium 118
119 There s a small piece of that person on the page. Veronica Insights - The Card as a Medium 119
120 The medium of the card is the form in which you convey your emotion. Insights - The Card as a Medium 120
121 Relationship and Response Insights - Relationship and Response 121
122 Insights - Relationship and Response 122
123 It s more heartfelt because you re thinking about the person the entire time you make it. Adrienne Insights - Relationship and Response 123
124 Insights - Relationship and Response 124
125 Insights - Relationship and Response 125
126 Insights - Relationship and Response 126
127 Relationship and response are how you move the relationship to the next level. Insights - Relationship and Response 127
128 Emotional Attention Insights - Emotional Attention 128
129 In an information-rich world, the scarce resource is attention. Herbert Simon, 1969 Insights - Emotional Attention 129
130 Credit: wwworks, Flickr Insights - Emotional Attention 130
131 Insights - Emotional Attention 131
132 Insights - Emotional Attention 132
133 Insights - Emotional Attention 133
134 ? Insights - Emotional Attention 134
135 Step 1: Make something. Insights - Emotional Attention 135
136 Insights - Emotional Attention 136
137 Step 2: Remember common experiences. Insights - Emotional Attention 137
138 Insights - Emotional Attention 138
139 Step 3: Don t be afraid to be funny. Use humor. Insights - Emotional Attention 139
140 Insights - Emotional Attention 140
141 Emotional attention is influenced by your current relationship and affects how you want to stand out to an individual. Insights - Emotional Attention 141
142 What s next? Visioning Visioning 142
143 Expressive Messages Visioning 143
144 Expressive Messages Visioning 144
145 Expressive Messages Visioning 145
146 Expressive Messages Visioning 146
147 Expressive Messages Visioning 147
148 Expressive Messages Visioning 148
149 Expressive Messages Visioning 149
150 Expressive Messages Visioning 150
151 Augmenting the Experience Visioning 151
152 Augmenting the Experience Visioning 152
153 Augmenting the Experience Visioning 153
154 Augmenting the Experience Visioning 154
155 Augmenting the Experience Visioning 155
156 Augmenting the Experience Visioning 156
157 Augmenting the Experience Visioning 157
158 Augmenting the Experience Visioning 158
159 Paired Objects Visioning 159
160 Paired Objects Visioning 160
161 Paired Objects Visioning 161
162 Paired Objects Visioning 162
163 Paired Objects Visioning 163
164 Paired Objects Visioning 164
165 Paired Objects Visioning 165
166 Current offerings Expressive Messages Augmenting the Experience Paired Objects Visioning 166
167 Visioning 167
168 Field Research Envision and Design Prototyping and Evaluation Feb Mar Apr May Jun Jul Aug Field Research Data Analysis Synthesis Research Report Presentation Visioning Prototyping Field Evaluation Synthesis Final Report Presentation Visioning 168
169 Sincerely, Social Expressions for the 21st Century Visioning 169
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