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Birthday Greetings a presentation by Dan Flanigan COPYRIGHT 2009
Problem Overview While email has come to replace much of written correspondence, one of the most common forms of correspondence -- the birthday card -- has no prevalent electronic equivalent. There are a number of apps in the Apple App Store, but none is a clear leader. All are limited in scope and imagination. There is a clear opportunity to develop a compelling birthday e-greeting.
Personas Ruth – grandmother Kathy – HR Manager Fred – the birthday boy
Ruth Ruth is a 60 year old grandmother with grandkids ranging from 5 - 14 She has basic computer skills such as Word and Excel She also dabbles with tools such as iPhoto and Picasa to organize her photos. She is diligent about sending cards and always includes a traditional "dollar bill" even to her grandchildren in their early teens. She sees tools such as Evite as her being "up to date" with current trends and technology Her first reaction to a problem with her computer is to bring it to the Apple Genius Bar.
Kathy Kathy is a 35 year old HR Manager at a small staffing firm She is computer savvy It is important to her to create a sense of family at the company where she works. She sends out birthday notifications to people every week. She also maintains a company intranet page where birthdays are shown She wants to create something that feels personalized but doesnt take up too much of her time.
Fred Fred is 28 and single Much of Freds social life is with people from work Fred has an iPhone and iPad, which are his primary casual computing devices. He has a laptop but uses it almost exclusively for work. He texts heavily but does still use email. However, he screens out any email from people he doesnt know. He begrudgingly enjoys birthday greetings and feels guilty about the dollar his grandmother sends him (but would be hurt if he didnt get it)
Job Map Design Preview Send Receive Share Payment Card Card Card Card CardRelated Activities Other Personal Site Birthday Holidays Holidays Registratio Reminders (i.e., n anniversary)
Use Cases Fred receives an email notification about his card Fred opens his e-card on his phone Fred opens his e-card on his iPad Fred opens his e-card on his laptop
Market Research While branding such as Star Wars or Harry Potter is appealing for young children, the cost of licensing these is prohibitive for a startup.
Design Principals Awesome . . . For Dummies More is not better If it takes work, it’s not a gift
Desired Outcomes The ability to design and send a birthday greeting in less than 5 minutes 75% customer retention within 3 months 20% of users receiving birthday greeting share it with others (via Twitter, Facebook or email)
AWESOME . . . FOR DUMMIES MORE ≠ BETTERIF IT TAKES WORK, IT’S NOT A GIFT