Midterm week has come and passed, and and there are only a few remaining weeks until graduation! Research focuses need to transform into impactful outcomes, so it's go time.
My research for this app/network includes both secondary and primary research. My secondary research consists of publication research, case studies, and expert interviews with digital marketing strategists, sustainability teachers, and nonprofit leaders. Because of the short time frame of the project, I have utilized some existing contextual research from Lextant and Universum about Millennials to support my own primary observations and survey results.
I took the weekend to synthesize all of the data I have gathered over the last few weeks, and came back with five focuses to move forward with.
One of the main takeaways from my research is the first focus: 'uniquely valuable content.' One of my survey questions I asked in order to gain insight for how to spark involvement with my app, was "what cause are you passionate about?"
The results were astounding. 44 different causes were represented, and that point alone helped me to realize that passion comes from all kinds of sources. From nutrition, to equal marriage rights, to programs for current and former military, to pediatric cancer research, the drive to make a difference came in all shapes and sizes. So, I began thinking about how I can spark that spirit with each individual, and make content uniquely valuable for each of them. The framework I'm designing for the app is meant to foster collaboration, creativity, passion, and excitement, based off of the idea that the goals and challenges presented need to be narrow enough to have direction, and wide enough to ignite that passion for the different reasons people and organizations have it.
If the app information isn't relevant, personal, and valuable to various players, it won't achieve my goal. The goal is to inspire individuals, businesses, and organizations to participate in their own way, 'at home,' to help achieve a larger positive change. By rotating the content/challenges in the app, hopefully I will hit triggers for initial participation for a variety of people. I believe interdisciplinary participation is one of the major keys to advances in sustainability efforts. A team of unique individuals, with unique expertise, each contributing and extracting unique value within the scenario.
So, moving forward, I will be creating journey maps for my players, a service blueprint to define the app, and move into wireframes and visual design for the project. The number one thing that's missing at the moment: a name. The way this network is presented, and the language it uses, is so influential in its success or failure. I'm excited to brainstorm and tackle that step. Suggestions are welcome :) Until next week, friends!