Team Dynamos Experiences Studio December 2013
We have a hypothesis that mobility is deeply linked to our desire to control our human connectedness. We explored the continuum of want and need for human connectedness as well as the continuum of moving and not moving. All of this is nested in the relationship between time and mobility. First we tested our assumptions about individual’s understanding of the concepts of time, mobility, moving, and human connectedness. As we asked these questions, we began to see patterns and opportunities for further exploration and iteration. From our research we found key insights that our senses (Sight, Hearing, Taste, Smell, & Touch) can be a barrier to human connectedness. We often judge someone on how they look, behave, talk, sound, or even smell before ever connecting with them. Through our research and interviews we also found that a barrier to our senses could promote an increase human connectedness. We interviewed a woman named Shannon who has a disability called Prosopagnosia – commonly called face blindness, where she cannot recognize faces – the face of her child, spouse, even herself in photos. She compensates for her face blindness by keeping a detailed catalog in her mind of other physical and personality traits, forming a more connected and in-depth relationship with people. This sparked an interesting thought - limiting one of the senses might in-fact improve certain aspects of human connectedness. What if dimensions of the impact human connectedness could be altered and measured within an equation? Could we then take our interview finding out into the world? We defined our formula, which simply states: By adding or subtracting dimensions of an experience, you can change human connectedness. E[+/-D]= ∆HC. By using this formula, we created HC3, a boutique firm that specializes in improving your business strategy through optimizing Human Connectedness. We provide the framework and the expertise to optimize human connectedness by modifying the dimensions of your customer’s experience.
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Team Dynamos Experiences Studio December 2013
- 1. TEAM DYNAMOS EXPERIENCES STUDIO DECEMBER 14, 2013 MARCO GUADARRAMA: Designer, San Francisco HACHEM MAFOUD: Architect, San Francisco SUE POLLOCK: The Nature Conservancy, San Francisco PAMELA STEINER: Perkins + Will, Chicago CHUNG-YING YEH: Engineer, San Francisco 1
- 2. 2
- 3. MOBILITY 3
- 4. OUR HYPOTHESIS WE DECIDE WHEN TO BE MOBILE BASED ON OUR DESIRE TO CONNECT TO EACH OTHER. 4
- 5. WHY? HOW? 5
- 6. 1 PEOPLE STRUGGLE TO FIND THE RIGHT BALANCE OF HUMAN CONNECTEDNESS 6
- 7. 2 BARRIER TO OUR SENSES CAN BE A HUMAN CONNECTEDNESS 7
- 8. 3 A BARRIER TO OUR SENSES CAN INCREASE HUMAN CONNECTEDNESS 8
- 9. 6 DIMENSIONS OF EXPERIENCE SENSES 9
- 10. E[-D]=ΔHC 10
- 11. E[-D]=ΔHC 11
- 12. E[-D]=ΔHC 12
- 13. E[-D]=ΔHC 13
- 14. 6 DIMENSIONS OF EXPERIENCE WHAT ABOUT THESE? 14
- 15. E[+/-D]=ΔHC 15
- 16. BUSINESS CASE FOR HC 75% OF ALL CONSUMER CONVERSATIONS ABOUT BRANDS HAPPEN FACE-TO-FACE, 15 % HAPPEN OVER THE PHONE, & JUST 10% 16
- 17. BUSINESS CASE FOR HC $ A HIGH-IMPACT RECOMMENDATION FROM A TRUSTED FRIEND IS UP TO 50x MORE LIKELY TO TRIGGER A PURCHASE THAN A LOW-IMPACT RECOMMENDATION 17
- 18. “IT’S REALLY ABOUT HUMAN CONNECTION” 18
- 19. E[+D]=ΔHC 19
- 20. E [+D] = Δ HC 20
- 21. E[+D]=ΔHC 21
- 22. E[+D]=ΔHC 22
- 23. MARKET OPPORTUNITY THE RISE OF THE SHARING ECONOMY 23
- 26. 26 26
Editor's Notes
- HACHEMHello - we are team Dynamos - we blow minds! We all introduce ourselves and give a little bit of context where we come from.
- HACHEMTogether this semester, we created HC3, a boutique firm that specializes in improving your business strategy through optimizing Human Connectedness.
- HACHEMOur prompt for this semester was to consider the experience of mobility. As a class we generated a giant set of jumping off points, but our team zeroed in on a singe hypotheses:
- HACHEMWe decide when to be mobile based on our desire to connectto each other.
- HACHEMAnd it’s not just about why we connect with each other – it’s also about how. How we connect often determines the quality of our connection. We assume that sending snapchat blasts to all of your friends has a different quality of connection than having a dinner together.But like any good design strategists, we went out and performed quantitative research to test our hypothesis. We wanted to find out whypeople chose to be mobile and how they connected to other people. We found 3 main things that Sue will describe:
- SUEEveryone has a smartphone, technology is changing how we interact with each other, we are more connected now than ever and yet quantity is not always better than quality.
- SUEWe often judge someone on how they look, behave, talk, sound, or even smell before ever connecting with them.
- SUEWe interviewed a woman named Shannon who has a disability called Prosopagnosia – commonly called face blindness (represented with this image), where she cannot recognize faces – even the face of her child, spouse, even herself in photos. She compensates by keeping a detailed catalog in her mind of other physical and personality traits, forming a more connected and detailed relationship with people.This sparked an interesting thought - limiting one of the senses might infact improve certain aspects of human connectedness.
- SUEShannon’s face blindness is related to her sense of sight which is part of the 6 dimensions of experience – represented here. Sight is part of triggers along with the other senses. The other 5 dimensions that shape experience are: Significance, Duration, Breadth, Interaction and Intensity.
- SUEWe were interested in this inverse relationship and tried to formulate it to make it easier to understand. So let’s break down this experience of Shannon’s face blindness:
- SUELet’s say the experience is Shannon’s work day
- SUEand her face-blindness is a subtraction of the dimension of triggers which includes the sense of sight
- SUEand this changes how she connects with people throughout her day – her HUMAN CONNECTEDNESS
- SUEBut what about the other 5 dimensions of an experience? We can consider all 6 dimensions and also add a dimension instead of subtracting.
- SUEWe refined our formula which simply states: By adding or subtracting dimensions of an experience, you can change human connectedness.You might be thinking, this sounds great, but how does it apply to businesses? Chung will explain this next:
- CHUNGAccording to the Journal of Advertising Research, 75% of all consumer conversations about brands happen face-to-face, 15 % happen over the phone, & just 10% online.
- CHUNGMckinsey research shows a high-impact recommendation from a trusted friend is up to 50x more likely to trigger a purchase than a low-impact recommendation.
- CHUNGOne company who is really focused on human connectedness is Starbucks – it’s stated right in the mission principles.
- CHUNGStarbucks recently ran a promotion called Come Together where if you bought coffee for someone else, they gave you a free coffee.
- CHUNGWith this promotion, they added multiple dimensions including interaction, breadth and significance
- CHUNGAnd as you can see, this strategy of increasing human connectedness has been great for business:25% annual growth rate since 2009Double the number of daily customer per store since 2009
- CHUNG35 million Facebook fans worldwide, the most of any restaurant brand. We can see they don’t spend a lot on advertising. Just focus on human connectedness can help your business into a very good position.
- HACHEMAnother example of human connectedness as a business value is the rise of the sharing economy. We see this as a market opportunity for our firm.
- HACHEMWith businesses becoming more networked, they will need to learn to balance the human connectedness with their customers and with each other.
- HACHEMFortunately, we have a formula for this. We feel strongly that businesses can apply our formula to many aspects of their business strategy.
- HACHEMAnd our firm HC3, provides the framework and the expertise to optimize human connectedness by modifying the dimensions of your customer’s experience.