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