Analyzing Personas, Futures Timeline, Concept Development, Prototyping, User Journey Maps
Please review the attached Vision 2025 file, an internal Kaiser Permanente document that highlights what we envision consumer personas to be 10 years from now. After you review the six different personas and their respective pain points please choose one persona and design an innovative service, product, and/or experience.
Please visually describe how your proposed innovative service, product and/or solution would address the particular pain points your chosen persona is experiencing. Please also document and share your process as well (sketches, brainstorming, post-its, models, etc). We imagine this activity would take somewhere between 4 to 6 hours (please do not spend more than 6 hours on this as we understand your time is valuable and limited). Feel free to use your design creativity, explore innovative ideas and determine the best way to visually tell the story - this activity is rather open-ended.
I’ve chosen to focus on Marcus, a recent college grad, as my main stakeholder. Marcus is a very passionate young individual who works on side projects about Peruvian coffee farmers and teaches sustainable consumption to kids alongside working a day job as a barista. He's a guy that is very in tune with tech use and super open to trying new things. As a highly emotional and assertive guy, Marcus really cares about social impact and is involved with the community through his volunteer work and sustainability projects. The main thing stopping him is his debt from student loans. He has to maintain a day job to pay off his expensive education, and this is taking time away from doing the things he really loves.
I chose Marcus as my main stakeholder because he has a very interesting problem space that affects a lot of individuals in my personal position today. Recent college graduates have various passions and goals in life that are paused by the financial burdens from the cost of education. Marcus is a prime example of those who are hindered by the constant need to pay off a debt, without the right job to pay it off.
Marcus has a busy lifestyle, always on the move or doing something related to his work, or his side projects. He's most happy when doing something he is passionate about, and least satisfied when doing something against his values (ex: working at a job that is unrelated to his degree). There is an even distribution of time between positive and negative emotions, but the main pain point is the time spent working as a barista.
My key takeaways:
Marcus, who has work as his number one priority, spends half of his day at a job that he isn't passionate about
He meets a lot of people at his work, which is fully automated
Marcus is very involved in the community and will sacrifice free time to help kids learn or sit in on meeting related to his side projects
He has high debt and a rather low income, with not much spare time to overcome that debt since he works, is active in the community, and plays various sports
The Futures Timeline 2025 maps out possible events and ideas that could occur between the present and the future. This activity helps me understand the scope of the future and what possible ways I can intervene to create an innovative experience.
I used STEEP (Social, Technological, Economical, Environmental, Political) analysis to explore all elements of the future that could affect what type of environment Marcus lives in. Although the future is easily seen as a place where there's cool devices and tons of futuristic iPads, the other factors such as social or economical advancements can be just as impactful in the world Marcus lives in.
After understanding all of Marcus' priorities and attributes, and seeing what possible futures could exist in 2025, I have curated a society that Marcus lives in, and an intervention that could tackle Marcus' paint points.
Marcus lives in a world where STEM careers are so common that creativity and conceptual thinking become highly valued. Many jobs are replaced by machines and society has fewer face to face interactions. Companies have created a new standard unit called CP (community points) to measure an employer's ability. CP is gained through involvement in the community and having personal interactions with other people. CP becomes just as important as having work experience or an impressive resume.
Marcus will showcase his student's DIY Projects about sustainable consumption in the coffee shop on several interactive digital screens around the shop. Customers in the coffee shop will see projects that are most related to their own personality. Marcus curates the content shown and engages in conversations with customers to further their understanding of these projects. Engagement with the projects give Marcus CP (community points).
This satisfies Marcus' need in finding a new job because CP shows that he is a holistic individual, a trait that job recruiters prioritize in this future. It also tackles his need for volunteering and staying involved in the community because the side projects outside of work are showcased in his day job and contribute towards his CP amount.
The coffee shop has several screens around the room that provide information about the DIY sustainability projects and allow users to interact with the images to understand the breadth of the projects. The mockup shows what the general look of the screen would be: a transparent screen that focuses on the content.
Marcus tracks his CP (community points) through a mobile app that exists on all his devices. The application tracks his current CP and shows detailed statistics on what specific activities contribute towards his CP gain. Some other features include looking at the weekly progression and specific goals Marcus sets for himself. Along with keeping track of his CP, Marcus can browse related job listings to his choosing that match his criteria and minimum CP requirements. This allows Marcus to take action with the CP he has acquired, bringing him one step closer to landing that dream job.
Drawing inspiration from banking and cryptocurrency apps, I chose very solid dark colors as my base to create a serious tone when using the app. This product is something that is supposed to be taken very seriously since it tracks "CP" which is very similar to credit score in the present. I tried to create a clean color palette utilizing similar grays to the background and green/red/light blue for spot color on important hierarchy decisions. So green would indicate an increase in value while red would correlate to decrease in value. Keeping the future in mind, I thought that full bleed mobile design would exist in a world with fewer buttons and more floating elements that could be dragged around similar to Jarvis in Iron Man.
Creating a system where Marcus can utilize his side projects into his day job solves his main pain points of finding a job and becoming an influencer. The mobile app allows Marcus to slowly track his CP progress which further contributes towards his success in finding a job that uses his college education. Having screens in the coffee shop that broadcast student DIY projects promotes conversations and social interactions within the coffee shop and helps Marcus become a local influencer around those he works with. Not only is this a win for Marcus, but also a win for society in 2025 since it promotes social interaction and creates an environment that showcases sustainable practices and educating the youth.