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MentorMobDesigning content for the online learning experience
MentorMob is Chicago-based start-up and an online learning platform that organizes and curates content into structured playlists. MentorMob alleviates the agony of sifting through hundreds of search results and provides an easier way to find and learn content online.
The mentormob team asked how can we design and structure content to keep the user engaged and returning to the playlists?
Analysis framework
Basic structure of playlists
FLOW : FEEL
1 2 3 4
CONTENT : WHAT
EXPERIENCE : FEEL
PEOPLE : WHO
Small-Med Biz
PlatformOwner
ConsumersProducersProvides platform for ease of use
Organizes and structures content for consumers to learn
What type of learner: Beginner, Intermediate, Advanced?
What is the ordinal flow? Is it logical and unified?
What is the user experience journey (start, middle, end) when viewing a playlist?
What type of content: video, articles, blogs, etc?
Uses platform to build internal & external learning & teaching platform for business
Producers provide foot traffic to businesses
Makes content available
Generators provide content
The MentorMob Ecosystem
MentorMobBefore analyzing the user experience of the playlists, it was important to start with a contextual understanding of the MentorMob platform, its users and partners, and the value exchange between them. A general framework was then created to analyze content within selected playlists.
Experience Mapping, Yoga Playlist
Core Issues
attract (Intro) ExtEnd (End)EnGaGE (InForM)
Yoga for Dummies • • • • • •Videopedia •Trainer TV •Yogatic (Youtube) • •Livestrong • • • •Yoga Journal • • • • • •Yoga.org (NZ) •Expert Village •Redbook •Yoga Studio 9 •
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
» Too many steps for entry
» User loses bearings and becomes lost
» Different levels of information (video vs text)
Articles/TextVideo
» Disjointed bits of informaton from multiple sources
» Content mixed for both beginner, intermediate and advanced levels causing lesson plan hard to follow
» Lack of consistency causes confusion
» Choppy transitions
» Consistency comes at very end from one sources and content overlaps with attract and engage stages
Experience Mapping, Knitting Playlist
Experience mapping that measures levels of engagement as a user new to knitting.
Basic (Video)
Level o
f E
ng
ag
em
en
t
Hi
Lo
Beginner, Knitting
Basic (Text)
Tools Mistakes Types of Stitches
StitchesPatterns
Scarf Join Community
Great video. Easy to follow. In classroom setting. Fun instructor
So much text to read. Wish I had previous video to follow on
Fixing mistakes? But I have really done anything yet.
Definitely not ready for a scarf. Way too advanced for me
Do I need to join? Why would I join? Don't feel like a knitter
Good overview. Some overlaps with intro video though
Good material for me to know, but so many different videos
Not ready for all these stitch patterns. Can't understand diagrams
recommendations
Maintain consistency
Chunk informationGive user choice and control
Limit number of steps
Create custom playlist
Limiting number of steps in each lesson plan makes learning less intimidating
Reducing the number of content resources helps to maintain consistency and limits distractions
Chunking into categories reduces information complexity and provides more digestable components
Allowing users to select the components and custom their own playlists provides them choice and control and extend the learning experience
Face-à-FaceA service platform for people who work from home
The nature of work is changing. Work is no longer confined to the office environment and more people are working from home or in "third" places like coffee shops. While pervasive technologies such as smart phones have enabled flexibility for working, user needs remain unmet. This project explores designing a new service based on a strategic platform.
Research Process
Survey Photo Journal
In-person Interviews Secondary Research
5 Research Participants 4 Research Methods
Design Process
Research observations(surveys + interviews)
Post-it Theme Clustering
AEIOU method
Nonaka Model - Modes of Work
» Insights» Design
Principles
Research Objective
To understand the needs, value, behaviors of people who work from home and design a platform of solutions that solves for their needs.
+ =
Telecommuter
Self-Employed
Ho
me/
3rd
pla
ce
Offi
ce
Face-à-Face
Self-employed
Telecommuter
Ho
me
Offi
ce
For our research, we interviewed five participants after having them participate in a self-doc and photo journal study for a week. We classified them as "extreme users" because they primarily worked from home.
Two high-level insights were uncovered: Defining Work and Making connections. Social isolation was a significant issue for at-home workers. They not only desired social connections, but also business interactions for continued professional learning. Balancing and distinguishing life were also key areas that addressed the thresholds of integrated work and life versus separating them.
The work environment will see a significant increase in at-home workers that will call for more flexible work options.
Growth of at-home workers* Understanding User Values
Target User Groups
million
2009
million
2014 (projected)
million2517
Defining Work
Balan
ce w
ith life
Making Connections
Distinguish from
life
Social Netw
orking
(Personal)
Hea
lthy
dis
trac
tion
Men
tors
hip
tools
Busin
ess
partn
ersh
ips
Avoid isolation
Spacial arrangement
CultivateRelationships
Planning tasks
Engagementlevel
Tools
*Worldatwork research SR-02, 2009
Face-à-FaceStrategic Service Platform
Why a strategic platform? Industries are converging. Strategic platforms have the ability to leverage this interconnectedness to create ecosystems of products and services that create a better and holistic experience for customers. Strategic platforms, compared to traditional platforms, enables an integrated offering that creates higher value for all stakeholders (users, complementors, and platform owner) involved.
ComplementorsUsers
PlatformOwner
Makes complex tasks easier
Provides easy plug-in to platform
Partners adding to existing offering
Utilizeservices
Provide exposure to products/service
Expands user base, $$
Locations
Social Networking
Data Networks
Productivity Tools
Face-à-Face
Find A LocationLogin Connect Tools HomeContact
Face-à-Face
Face-à-FaceA service for professionals who work from home
Face-à-Face is a platform that provides a full suite of services to business professionals. Whether you are self-employed or employed by a company, Face-à-Face can help you �nd the right locations, connect you with the right people across di�erent industries and provide tools to help you do your job seamlessly and securely.
Find A LocationLogin Connect Tools HomeContact
Search results for co-working spaces350 N LaSalle Drive, Chicago, IL
Co-Habitat200 W Wacker Drive
Reserve
Partage800 N Clark
Reserve
Work Space400 N State Reserve
Understanding the need for social interaction, one of the main services of Face-à-Face is to connect work-at-home employees with other professionals in a third place not only for social networking, but also for coaching and learning.
Web-based Concept
4
Drink YogaNamaste.
we got you covered in our yoga-inspired apparel, built you a community to bondwith, and now we give you nourishmentthrough Namaste, our new line of organic beverages. Each of the four eco-friendly packaged beverages provides keybenefits for every part of youryoga routine and overall well-being.
NamasteBALANCE
NamasteFOCUS
NamasteSTRENGTH
NamastePURIFY 4
Drink YogaNamaste.
we got you covered in our yoga-inspired apparel, built you a community to bondwith, and now we give you nourishmentthrough Namaste, our new line of organic beverages. Each of the four eco-friendly packaged beverages provides keybenefits for every part of youryoga routine and overall well-being.
NamasteBALANCE
NamasteFOCUS
NamasteSTRENGTH
NamastePURIFY
NamasteA healthy beverage as a new product extension for Lululemon
In this project, we explored the concept of new product definition by designing a new product concept for Lululemon, a yoga fashion retailer. Lululemon now does beverages. How would Lululemon enter the food and beverage industry?
NamasteTo position Lululemon in a new market, we researched the best potential of the food and beverage market, developed the positioning detailing target user and their core values, and product differentiation from other existing products.
Functional Beverages: Fastest Growing Segment
Focus on Yogi's
Company withphenomenal growth
2003 2007 2012
$2.6B
$3.3B$4B
2004 2008
$12B
$22B
87% increase in yoga spending
30% growth in functional Beverage market
2 to 14 55+
new user groups allow for continual growth
Namaste
2004
6 mil
18 mil
2008
200% increase in u.s. yoga practitioners
as yoga fashion retailer with a strong healthy lifestyle brand, lululemon has experienced 65% growth in revenues (fiscal year 2010) and are competing against big named brands like nike, adidas, and under amour.
functional beverages like enhanced waters and energy drinks promote health benefits.
we leveraged lululemon's strong yoga customer base. to under the needs of yogi's,primary research was conducted by doing customer intercepts at lululemon stores and yoga studios
Namaste
Sizeable revenue potential Implementation plan
$81.5M revenue potential
scenario i
$453
mil
scenario ii scenario iii
6% 12% 18%
$81.5 m$54.5 m$27.5 m
$3.00 $2.80 $2.30 $1.89
25% studios & lulu stores
50% studios & lulu stores
50% studios & lulu stores
total no. stores 12,570 25,070 37,570total no. annual bevs sold 2,160 2,160 2,160
Bevs Studios 720 720 720Bevs Stores 1,440 1,440 1440
% lulu revenues 6% 12% 18%
assumptions:
» no. us yoga studios: 50,000 – units sold per/mth: 60
» no. us lululemon stores: 70 – units sold per/mth: 120
phase i phase ii
u.s. lululemon storesu.s. yoga studios
4 skus two additional skusBeverage fountains
co-packer
yogapaloozaflash mobsfree namaste lulu purchase
Buy equipmentrent co-packer space
schoolshospitalsonline
radiostream videopodcasts
seane corne, yoga celebrity loyal namaste userslulu ambassadors
supermarkets, health food stores, restaurants, and health cafés
where
what
with
marketing
spokes-person
Source: "Yoga in America" study 2008 (http://www.yogajournal.com/advertise/press_releases/10)
4
Drink YogaNamaste.
we got you covered in our yoga-inspired apparel, built you a community to bondwith, and now we give you nourishmentthrough Namaste, our new line of organic beverages. Each of the four eco-friendly packaged beverages provides keybenefits for every part of youryoga routine and overall well-being.
NamasteBALANCE
NamasteFOCUS
NamasteSTRENGTH
NamastePURIFY
Namaste
No one is focusing on yogisTheir pain our promise
Namaste
prolong and maximize yoga
experience
water based beverage with only organic ingredients
packaged with
paperboard - one of the
most renewable and recyclable
materials
offeringno current beverage is
tailored to yogis
Ingredientsmost functional
beverages loaded
ingredients and sugar
packagingscarcity of
eco-friendly packaging
Cancer Among MinoritiesCommunicating the cultural dimensions of healthcare
Health care reform has changed the landscape of the health care sector and is pushing for more people-centered services. Cancer is one of the leading causes of death among African American women. Current approaches to cancer treatment lacks the cultural and social perspectives especially among minorities.
This project, in collaboration with Memorial Sloan Kettering Cancer Center (MSKCC), focused on communicating the needs and cultural beliefs of African American women diagnosed with breast cancer in an effort to design better health services for the minority population.
Cancer Among Minorities
The Cultural Perspective of Breast Cancer & African American Women
My research revealed that many African American women believe that breast cancer is a white woman's disease. In the design of the booklet, it was important to bring forth images of these women to help break the misconception.
Booklet, 6"X8"
Poster, 24"X36"
Cancer Survivorship in Minority Patients
Breast cancer is the most commonly diagnosed cancer among African American women. In addition to a multitude of risk factors, these women face a lower survival rate because they are diagnosed later and at an advanced stage. Treating patients includes not only
the diagnosis and treatment of disease, but also the patients' environment and culture. Viewing patients holistically can lead to the design of culturally sensitive appropriate approaches for treatment of minority groups.
19,540 estimated new breast cancer cases in African American women in 2009
77% African American women
Survival rates:
90% White women
Understanding the experience of African American women diagnosed with breast cancer
There are three layers to view a patient holistically. Each layer provides discreet information that, in aggregate, helps us understand the patient as a whole person.
Viewing the Patient Holistically
Using a holistic approach provides salient information about African American women's attitudes, beliefs and practices in understanding and coping with breast cancer.
Beliefs & Practices of African American Women with Breast Cancer
I distrust the health care system.The past reveals we usually receive substandard care.
No access to health care
A white woman's diseaseThe media has shaped my opinion that breast cancer is a white woman's disease. I rarely see a black woman with breast cancer on TV.
Spirituality and FaithMy faith is my rock and strength. I rely on specific Bible verses. I cannot imagine going through this without faith in God and prayer.
You get breast cancer if you have a family history of it. I have no family history, so there is little need to worry.
Caused by family historyFamily is my life. They have my back and give me the support I need. I can let my guard down and confide in them.
Family and Friends
My survival rates are grim. It is a death sentence. White woman survive breast cancer. My fate is already sealed.
An automatic death sentenceDoctors refer me to support groups, but I need a network that I can relate to and people who understands me culturally.
Support Groups
Environment» Socio-economic status (income, education, employment)» Life burden and day-to-day strain» Social structure and support
Individual» Age and gender » General health and well-being» Identification and diagnosis of illness
Culture
» Spirituality» Ethnic identity and acculturation» Beliefs, values and practices» Interconnectedness
SourcesKooken, Wendy Carter, Joan E. Haase and Kathleen M. Russell. "I've Been Through Something": Poetic Explorations of African American Women's Cancer Survivorship. Western Journal of Nursing Research, Vol. 29, No. 7, 896-919 (2007)Moore, Rhonda J., PhD. 2001. African American Women and Breast Cancer. Cancer Nursing, Vol. 24, No. 1Ashing-Giwa, K. The Contextual Model of HRQoL: A Paradigm for Expanding the HRQoL Framework. Quality of Life Research, Vol. 14, No. 2
Interconnectedness
Worldview
Spirituality Social Support
Access to care
God is in control. In the African American community, religion and spirituality plays a central role in daily life as well as in coping during cancer treatment.
Informal support networks of family, friends, and community are essential to the adjustment of breast cancer among African American women
Unethical medical treatment through the 1930s Tuskegee experiments and historical discrimination against African Americans have caused them to distrust the health care system.
Many African American women view their identity via a group identity or via their relationships. They place greater emphasis on the well-being of others than on themselves.
Many still believe breast cancer is a white woman’s disease and that their perceived risk is low. The role of media has endorsed this belief by showing mainly white women in advertisements and campaigns.
The cultural lens can reveal salient information regarding a group’s attitudes, beliefs and practices. Cultural knowledge can lead to the design of a more culturally competent health care approach. The following are beliefs and values held by African American women.
Cultural Beliefs
For you, O Lord,Have delivered my soul from death
‘‘ ‘‘
— A Psalm of Survival
Cancer Among Minorities
The Facts
An estimated 19,540 new cases of breast cancer are expected to occur among African American women in 2009
The overall incidence rate of breast cancer is 10% lower in African American women than white women.
Roughly 50% of breast cancers diagnosed among African American women are diagnosed at a local stage, compared to 62% among white women.
Black women are two times more likely to develop aggressive forms of cancer for which there are few effective treatment options. African American women have
a 5-year survival rate of 77% after diagnosis as compared to 90% for white women
The patient experience should extend itself far from the physical anatomy. What impacts health outcomes is not based solely on the diagnosis of disease, but other conditions that impact a patient’s life and work. Beyond the physical body comprises layers that further defines the patient and his/her lived experience from a social, environmental and cultural perspective. This telescopic purview gives us the dimensions to holistically understand how physicians can effectively treat patients.
Viewing the Patient Holistically
IndividualThe individual is defined primarily by age, gender, and race. It is at this level where a patient’s general health status is assessed, disease diagnosed through medical tests, and appropriate treatment is proposed by a physician.
EnvironmentThe environmental lens looks at patients’ socio-economic status such as income, education, employment as well as the social networks with which they identify. Patients with lower socioeconomic status have a higher life burden that can limit access to health care as well as general health outcomes.
CultureThe understanding of one’s culture is understanding one’s belief and value systems. Comprising this lens are a patient’s ethnic identity, acculturation of culture within a new country, interconnectedness within social relationships, and spirituality. Culture influences health beliefs and practices and overall well-being. It can also impact the meaning of disease, how the patient is cared for, and survivorship outcomes.
Adapted from Dr. Ashing-Giwa’s HRQOL theoretical framework.
Holistic view of a patient
Role of cultuRe
HealtH dispaRities
HeartSenseSupporting healthy habits, saving women's lives by involving communities in health care reform
We were asked to design an innovation plan that addresses and supports the key tenets of President Obama's health care initiatives. Our plan's objective is to reduce heart disease in low-income African American women with a platform of culturally-sensitive outreach programs, targeted subsidies for healthy foods and an easily identifiable claim label supported by mobile technology applications to help consumers make better choices in the grocery store.
HeartSense
Simplify Nutritional Labels
Leverage Technology Involve Communities
Revise Policy
Providing consumers with a single and simple logo to represent health across food categories can help them make better choices.
Building coupons for healthy foods into foods stamps can influence participants' purchases toward heathy foods and healthier eating habits.
Leveraging a digital device and using a food tracking application, consumers can better monitor their eating consumption and make healthier food purchases.
HeartSense awareness can be facilitated via partnerships and distribution channels like hair salons, where her stylist acts as a trusted confidant, friend, and advisor.
‡ For 2009. American Heart Association.Source: Center for Disease and Control.
The Heart of the Matter
In defining the problem, we saw that heart disease is the largest source of health expense in the U.S. American women are particularly at risk of developing and dying from the disease than women of other races.
#1Killer of adult men and women
46% Prevalence in African Americanwomen
Estimated healthcare costs for heart disease‡
$475Billion
GeTTING INfoRMaTIoN
LaKeisha learns of the HeartSense system from her hair stylist.
MakING CHoICeS eaSy
The HeartSense rating tells her how much of a discount she gets when she buys healthy foods.
SeeING THe bIG PICTuRe
Using a free phone app, she scans the item's bar code to access more detailed nutritional information.
STayING wITHIN budGeT
She pays using her food stamp card that applies the healthy eating discount while the store still receives the full price of the item.
fITTING exeRCISe IN
She also uses a phone app that guides her on an exercise regimen.
SHaRING THe Love
She returns to the salon, speaks about her experience and gets the other women on board to try HeartSense.
HeaLTHy MeaLS aT HoMe
She uses a phone app to access recipes to prepare a healthy meal using the ingredients she bought.
HeartSense Service Platform
At the center of ourplatform is creating partnerships with salons to distribute information and promote healthy food as a path to healthy hair. Most African American woman spend anywhere from 2 to 6 hours at a hair salon at least twicea month; her stylist is a trusted confidant,a friend and an advisor.
Workplace DesignService design using the physical environment as the enabler for creating unique experiences
This project focused on creating an interior workplace environment for an advertising agency who work primarily with clients in the entertainment industry. The environment addresses the workflow and processes among employees as well as working with clients in the workspace. The project inquiry focused on two questions: How can the space break the traditional silo work structures and promote collaboration and interaction at all levels?
Workplace Design
Socialize
Learn
Focus
Collaborate
Work modes
Design of the interior space also entailed understanding employee work functions.
Zoning facilitated the relationship between the work functions and work modes.
Research started with an understanding of the main modes of work. Using the principles of the Nonaka framework, emphasis is placed on collaboration, focus, and socialization. Learning becomes a by-product of collaborative work.
Photographers
Set Designers
Creative directors
Public Relations
Media Buyers
Acct/BusMgmt
Writers
Digital
Media Planners
Assistant/Reception
High Concentration (Task)
Low Concentration (Task)
Ind
ivid
ual
(Lo
w In
tera
cti
on
)
So
cia
l(H
igh
Inte
ractio
n)
Materials Space/ Set Design / Photography Work spaces Huddle spaces (Meeting)
Conference Rooms Reception Kitchen/Eat Lounge/Relax/Play
High Interaction
Hig
h In
tera
ctio
n
High Concentration/
High Concentration/
The entrance is within an enclave of the conference rooms, lounge and kitchen. Partitions separate the work areas
Huddle spaces allow for private high concentration meeting areas off the main dock
Open space plan allows for flexibility of movement Partitions act as storage and also double as whiteboard space for impromptu meetings, quick ideation and sketches.
