Design an Interactive Kiosk
Design an Interactive Kiosk
Stocklist is a shopping kiosk that could develop a service to help people sell their unwanted electronic possessions or buying cheap second-hand electronic devices by using this new type of interactive kiosk.
Stocklist is a shopping kiosk that could develop a service to help people sell their unwanted electronic possessions or buying cheap second-hand electronic devices by using this new type of interactive kiosk.
JUN, 12, 2019
JUN, 12, 2019
Acerca de
More life possibilities for 50+ females
About
A role-play game where our players learn skills to cope with their own negative emotions and family issues in context by helping our protagonist going through her struggles. And in our final experimental fundraising, we got $1,025,000 from 4 angel investors.
WE ARE The Nutcrackers
"Solve problems of social significance by helping vulnerable groups."--------Team Mission
Karen Zhang
Finance, investor relations and operations
Kathy Jiang
Messaging, marketing, Brand & sales
Scenery Dong
Technology & Distribution
Get start with Auntie Liu's
Auntie Liu’s story is not an exception.
In today’s China, among people over 50, around 65% of the housework and family caring are done by women. This imbalance of domestic workload limited their opportunities to build other kinds of social connections and get supports.
Among people over 50
64.73%
Of housework/family caring is done by women
The excessive burdens of taking care of the family has undermined Chinese women’s competitiveness in workplace and receiving education.”
"
—— Elderly Equality in China, UNFPA China
Primary Research
INTERVIEW
Age: 50 - 71
SURVEY
Age: 50 +
1.
Female gender role causes stress
In our 13 interviews with women over 50 years old, we found out that this excessive family burden is mainly brought by the traditional female gender role of caretakers, which overemphasizes motherhood, tolerance, and becomes the source for many unspoken stress and negative feelings. One of our participants said that she’s not willing to do houseworks for her entire life, but she somehow feels that’s her destiny.
8/13
interviewees
bothered by their family relationships
XIU'E (58)
“I’m not willing to do houseworks for my entire life, but I somehow feel that’s my destiny.”
“Most people in our generation don’t divorce, so I think it’s a wrong thing to do. I don’t divorce because I care how other people would talk about me.”
32/97
survey results
Choose marital problem causes their stress
2.
Mental-aid doesn’t work for everyone
Another thing to point out is that this group of females seldom turn to counseling service, we see this low acceptance of mental aid in our interviews as well. None of our 97 participants in the survey would choose to talk with professional therapists, either because they don’t trust it that well or they can’t access it easily.
0/13
interviewees
bothered by their family relationships would go to counseling service
SHI (60)
“I never thought about going to a counselor when I had hit the rock bottom. Probably because I couldn’t find it.”
0/97
survey results
Choose to talk with professional therapists or counselors
WHAT
can we do for them?
As we get more contact with the group of retired females who are struggling in their family lives, we asked ourselves, what can we do for them? How can we help them to release their stress?
We want to tell them, that the age of 50, instead of being an age of retirement, it could also be a new beginning. We wonder, what if we could teach them how to express their needs to other family members and show them other possibilities of female lives? Will that encourage them to actively change the status quo, or even find a new pursuit of life?
Key Features
Interactive role playing game
Participants could select the role at first.They could DIY the appearance of the character. And the stories of each role are different but reflect care for women from multiple angles.
Explore hidden stories
&
Intriguing scenarios
Acquire communication skills
Through the immersive game experience with relatable scenarios, players can actively explore solutions to solve different family issues which cause by their poor communication skills.
User Test & Acquisition Experiment
Clickable Prototype Test
TEST PROCESS
-
Introduce the game
-
Look at the character’s information
-
Give an easy onboarding task
-
Give a scenario of negative emotions that is based on our past interview. We will ask participants to make their decisions.
-
Give a reward for selecting the right answer
-
Sign-up to unlock the next chapter
TEST RESULTS(5 participants )
-
5/5 participants have went through the whole story
-
3/5 participants would like to sign up to unlock the next chapter
-
2/5 participants said they could related the game to their current situation, and they were entertained by the game
KEY FINDINGS
Low acceptance of the delivery channel.
After testing we find most of them think digital games are a waste of time, so that we might need to adopt to a more traditional content platform.
Low awareness and resistance to mental health issues.
Participants are still under the impression that only severe mental problems are seen as mental health issues, so it is difficult for them to relate to our product if we phrase it around mental stress. We should consider rephrasing it as an entertaining product.
To validate this, we've created a social media account as our product official account, and we posted an introduction post (contain the key use and key features) with a voting function:
we introduce product and ask them to vote the feature they can imagine using it
GOAL
Get people to reach out to us and sent messages for game code
CHANNELS
Tracking the number of reposting our posts on social media in china, like wechat, Weibo. And the number of people ask for getting an invitation code from us via DM.
TIME PERIODS
Nov 17th-- Nov 28th
Papar Prototype Test
TEST PROCESS
-
Discover picture books in children’s books area
-
Actively explore the book by making their own decisions
-
Give a reward for selecting the right answer
-
Ready to turn to a new chapter
TEST RESULTS(12 participants )
-
9/12 participants were attracted to HerLand and entertained by the game.
-
5/12 participants would like to keep the sample and scan QR code to continue following HerLand.
KEY FINDINGS
Audience
In this experiment, we find a new group of potential audience, Full-time moms. Actually, they are in similar situations as those older generations, but younger and more open to new values and ideas.
Distribution channel
Other than bookstores, children’s playgrounds are also places where we can attract customers. We noticed that young moms who accompanied their children to the place often have nothing to do but sit aside while their children were playing. They turned out to be more willing to try out our MVP(minimum viable product).
GOAL
Get people to take away our book sample and have interest to continue following HerLand
CHANNELS
Tracking the number of people in the bookstore , the number of people are attracted to HerLand and counting the number of people who interacting with our picture book sample manually.
TIME PERIODS
Nov 27th 10:30 a.m.-1:30 p.m.
Market Information
The Nutcrackers
Niche player)
Silver/ early silver market
As a niche player, the nutcracker enters the silver/ the early silver market—advantages we had listed in the 2 by 2 diagram on the right. The x axis is less focus to more focus on female over 50, and the y axis is from service by others to self-served.
INSIGHTS
Businesses think a relatively small group is less important in the market.
The seniors are already a relatively small group of people; companies won’t bother spending time and money focusing on an even smaller gender group.
It’s hard for companies to find common ground for all gender groups because of the extreme gender differentiation issue in China.
Due to the earlier development of gender equality, the gender role differentiation in western societies is not as polarized as this problem in China. Therefore western companies can find more common grounds to land their business onto and solve more universal issues rather than specifically focusing on a single-gender group.
Business Structure
Business to Customer (B2C)
Freemium ($0.49 per chapter or $4.9 to access the full story)
$(210,478 * $4.9) - $511,205 = $520,137
Serviceable Obtainable Market
(210,478) # of user
Salary+Marketing+Software Development
Our role playing game will be on the WeChat mini-programs platform, which is a “sub-applications” within the WeChat ecosystem. They enable to provide advanced features to users such as access game, make payments, manage content. We charged $4.0 to access the full story. Our cost will come from three main categories. The number of our annual profits, which is the number of users in our shared of market times the price for five storylines, minus the yearly cost.
Salary
$378,000/yr
3 Founders $288,000
Customer Service $60,000
Intellectual Property $30,000
Software Development
$96,485/yr
Software Engineer $96,000
Server $485
Marketing
$36,720/yr
Social Media Promoting $720
Advertising $36,000
Future Plans
Who will be our early adopters?
2-3 Months
-Keep working on the 2 MVP test, get more feedbacks
-Further MVP test on pricing, refine revenue model
-Customer development with new audience - full-time moms
How can we reach our early customers?
4-5 Months
- Refine customer acquisition, do experiments
-Recruit team members for software development
Can we retain our customers?
6-7 Months
-MVP test on content
-Refine content
- Research on onboarding experience
What’s the reaction of the market?
8-9 Months
- Launch to 300 early adopters
- Public launch
How do we grow?
10-12 Months
- Develop a iteration process
- Explore our engines of growth (stickiness, virality, and price)
Pitch Day
Reflection
Before taking this course, when I think about entrepreneurs, the first people who crowd to mind are the visionaries and the architects. The people who know how to forecast sales, enjoy saying words like EBITDA and seem to have it all together in an organized, logical framework. They’re the ones who have laurel upon laurel bestowed for hitting even exceeding targets. But what about the free spirits, the artists and the designers? Is there a place for us to be a creative founder? The answer is definitely YES!
To be a creative founder, I need to be a creative person before being a founder. As an art student, I thought creative skills seem to be like a beautiful thing that is involved in dreamy elements. But in the creative founder experience, I found that creativity is more than that. What is created must be based on what is meaningful to society. So that the first step we need to do is not how to develop a product that we thought is creative, but finding the real problem.
In the process of problem development, we encountered various difficulties. First of all, we collected a lot of evidence to support our ideas through secondary research, and then we began to find the appropriate people for interviews. However, the answers we got during the interview were completely different from what we thought. What’s more, there is a big gap in the accuracy of information between primary and secondary research. If you want to truly discover the real problems in the local area, you can't just rely on the information provided by others. The factors in different regions and different times will make the information inaccurate. And the answer we got by ourselves is the most valuable and true answer. Because of that lesson, we spent a long time on pivoting our problem, from helping build a social network for elders to mental care for females over 50, and there is a big difference between these two issues. In the following MVP test, we found another opportunity for our product and the audience was full-time moms. In the further future, we might need to do another pivot to expand our target for the audience to all age of female who accompanied their children. I have grown and learned a lot during the above complicating process. For example, don't rush to find a result at the beginning. It will be more important to find the problem seriously at the beginning.
As a designer, now I will keep working on our product and improve our story-based role-playing game. I will not be limited to interviews with people introduced by people I know as I did at the beginning. I will be more courageous to contact people outside my original social circle, such as conducting interviews and tests on the children’s playground. We will further improve our game, and then use our creativity to make the entire story content and story interactive experience the best. And we hope to join founders from more educational backgrounds to improve this project with us. If all goes well, we can reorganize our business model and let more people know about our products through effective promotion
We know that there are more challenges for us to meet in the future, but one thing that will never change is our determination to help these women out of suffering. We Nutcrackers, as a part of the female community, has a goal to help females break through the traditional convention on the female role like cracking a tough nutshell and let the light gets in their lives.