Kids And Media

kids & media / design analysis

design analysis . spring 2006 . kids & media . chung greathouse king paradis todd . �

what is the relationship between kids and media? we are surrounded by technology. kids today have devices of which their parents never could have dreamed. how are they using these devices to play, learn and communicate? has media changed how people conduct their lives and their relationships with the world? these are the issues we wish to address through the analysis of kids activities and media separately and as a function of each other. broadly, we see trends related to convergence, co-creation and a move from the body being active to passive as particularly relevant to kids’ lives.

kids & media /

3 - 45 - 6

7 - 1011

9 - 1415 - 1617 - 2223 - 2425 - 2829 - 30

31

era analysisasymmetric matrixtemporal differentialsymmetric matrixnetwork mapsactivity mapcompelling experiencesuse and traitsposition map to user typeuser type to era analysisstanding in the future


era analysis / 1920 - present

ACTIVITIES

ENVIRONMENTS

INTERACTIONS

OBJECTS

USERS

SUPERHITS

MEDIA DEVICES

1920 - 1960 1961 - 1970 1971 - 1999 2000 - 2006

PhonographComic booksFilm theaters

Rat Pack/Rock & Roll

iPod, Google, LaptopsInternet, Digital Cameras,

Cell phones

PhonographBeatles, Elvis, Jimi Hendrix, etc.

Star Trek ,Arcade gamesWoodstock, Disco

Atari/Nintendo/SegaCD’s, Desktop Computers

VHS, MTV

Kids Kids Kids Kids

Big and Bulky Furniture IntegratedDeveloping Handheld

Group Entertainment Many to ManyGroup Entertainment Few to many

Inside the home EverywhereInside the home Outside

Listening to radio as familywatching TV as family

EverythingWatching TV (alone)

Listening to radio (alone)Llistening to 8-tracks (alone)

Goingplaying video games at friends’

houses

New media technologies

Interpretation of media technologies

Adoption of media technologies

Extention of media technologies

EFFECT ON BODY(Source: The State of

America’s Children 2003)

era analysisin looking at media in relation to any user group, an era analysis is an important consideration. media has changed drastically over the past 100 years and is certain to change ever more drastically in the future.


ACTIVITIES

ENVIRONMENTS

INTERACTIONS

OBJECTS

USERS

SUPERHITS

MEDIA DEVICES

1920 - 1960 1961 - 1970 1971 - 1999 2000 - 2006




Cell phones




VHS, MTV

Kids Kids Kids Kids








houses





EFFECT ON BODY(Source: The State of

America’s Children 2003)

era analysis / 1920 - present

era analysisin looking at media in relation to any user group, an era analysis is an important consideration. media has changed drastically over the past 100 years and is certain to change ever more drastically in the future.

Obesity has become a problem over time in the US, certainly related to the rise of rich media devices in the home.

Environments for the use of media have changed drastically, moving from public (not shown on this era analysis), to primarily inside the home to everywhere now.

Media devices have gone from being few and one-directional in delivery to having huge variety with phenomenal interactivity.


asymmetric matrix / activities & media

activities & mediakids use different media for different purposes. this matrix groups different media that are used for common purposes.

Insight Clusters 1. Audio-kinetic2. Attentive Leisure3. Active Experimentation4. Personal Mangement5. Quick Slice6. Personal Expression7. Expanding

1

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design analysis . spring 2006 . kids & media . chung greathouse king paradis todd . 6

asymmetric matrix / activities & media

entertainment, organization & creation drive usebroadly, there are three main categories related to a child’s use of media: entertainment, organization and creation. additionally, it is clear that the column around mobile phone, computers and game consoles show correlations with many activities hinting at a burgeoning convergence.

These groupings broadly represent entertainment activities related to media.

This group speaks to organization and networking.

This final grouping largely revolves around self-expression and creativity.

This column hints at the convergence to come with multi-use devices.


1999 to �00� / time spent using media systems

250minutes

0minutes

100minutes

200minutes

Radio

Computer

TV

CD/Tape/MP3

Internet

Video games

Movies

Videos(DVD/VHS/DVR)

Print

20041999

Scale: minutes per day

(based on time data in 1999 and 2004 Kaiser study)

temporal differentialkids prefer some media over others. measured in minutes per day, this graph shows how much kids use various media and the difference in usage times between 1999 and 2004.


250minutes

0minutes

100minutes

200minutes

Radio

Computer

TV

CD/Tape/MP3

Internet

Video games

Movies

Videos(DVD/VHS/DVR)

Print

20041999

Scale: minutes per day

1999 to �00� / time spent using media systems

Greatest change in amount of time spent, - integrate the most other media types - most interactive.


While time spent has not significantly increased, the amoun of time that kids use these media remains very strong and far more than other types.

Little has changed in the amounts of time that kids have been using these media in the past 5 years.

temporal differentialkids prefer some media over others. measured in minutes per day, this graph shows how much kids use various media and the difference in usage times between 1999 and 2004.


1999 to �00� / time spent with computer activities


temporal differentialafter looking at the overall types of media used by kids, we narrowed in on the specific activities performed on the computer.


1999 to �00� / time spent with computer activities

Time spent playing games and visiting web sites have nearly doubled, along with increased multiplayer games online.

Instant messaging barely existed in 1999. Now it is the second most time-consuming computer activity.

Average time devoted to various computer activities has climbed from 0:27 daily to 1:02 daily.


temporal differentialafter looking at the overall types of media used by kids, we narrowed in on the specific activities performed on the computer.


symmetrical matrix / activities

activities vs. activitiessome activities that kids do are similar to others.the purpose of this matrix is to create groupings, broad level categories, in order to determine what kids are most interested in and why they do what they do.

Insight Clusters 1. Documenting & Tracking 3. Information Exchange2. Creative Exploration 4. Mind in the Clouds

1

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design analysis . spring 2006 . kids & media . chung greathouse king paradis todd . 1�

symmetrical matrix / activities

activities vs. activitiessome activities that kids do are similar to others.the purpose of this matrix is to create groupings, broad level categories, in order to determine what kids are most interested in and why they do what they do.

Documenting and tracking is a small but important activity subset.

Creative exploration is utterly essential to kids use of media.

Information exchange and networking make up a large subset of kids’ activities.

Having a “mind in the clouds” is a small but distinct subset.


network diagrams / activites

BEINGENTERTAINED

Passive Engagement

KILLINGTIME

SHUFFLING/RANDOMIZING

RELAXING

Creation

PROG-RAMMING

MIXING WRITING

MULTI-TASKING

BUILDINGORGANIZING

OPINING

PERSONAL-IZING

RIFFING

ROLE PLAYING PLAYING

DUELING

Takes 2 to Tango

FRAGGING

DANCINGWITH

SOMEONE

ANALYZING

Management

CHECKINGTIME

CARETAKING SCHEDULING

SAVING

Capturing Information

TAKINGPICTURE

RECORDING

Documenting & Tracking

Creative Exploration

FANTASYING/ASPIRING

LISTENINGTO MUSIC

Disengagement

Mind in the Clouds

ImprovizeExpressive

Compile

EXPLORING LEARNING

TRENDWATCHINGWAY FINDING

LOOKINGAT PICTURESREADING

SURFING SHOPPING

WATCHING

SHARING

Participatory

LISTENING

GOSSIPING/SHARING NETWORKING

CHECKING IN

Task-based

REQUESTINGINFO

GETTINGINFO

Information Exchange

Communication Absorbing Information

easier to see relationshipsderiving from the symmetric matrix, the network diagram shows large clusters of activities, as well as how they relate to each other. they allow for an easier to understand suite of activity similarities and relationships.

Creative expression is the largest of our four activity clusters.


BEINGENTERTAINED

Passive Engagement

KILLINGTIME


RELAXING

Creation

PROG-RAMMING

MIXING WRITING

MULTI-TASKING

BUILDINGORGANIZING

OPINING

PERSONAL-IZING

RIFFING


DUELING

Takes 2 to Tango

FRAGGING

DANCINGWITH

SOMEONE

ANALYZING

Management

CHECKINGTIME


SAVING


TAKINGPICTURE

RECORDING



FANTASYING/ASPIRING

LISTENINGTO MUSIC

Disengagement

Mind in the Clouds

ImprovizeExpressive

Compile

EXPLORING LEARNING



SURFING SHOPPING

WATCHING

SHARING

Participatory

LISTENING


CHECKING IN

Task-based

REQUESTINGINFO

GETTINGINFO



network diagrams / creative exploration

exploration is importantthe field of child development focuses heavily on how children must explore to continue to grow as individuals, emotionally and intellectually. it was refreshing to see how important this cluster of activities played in referennce to others in a kid’s world.

All other clusters tie closely to creative expression relative to each other.


BEINGENTERTAINED

Passive Engagement

KILLINGTIME


RELAXING

Creation

PROG-RAMMING

MIXING WRITING

MULTI-TASKING

BUILDINGORGANIZING

OPINING

PERSONAL-IZING

RIFFING


DUELING

Takes 2 to Tango

FRAGGING

DANCINGWITH

SOMEONE

ANALYZING

Management

CHECKINGTIME


SAVING


TAKINGPICTURE

RECORDING



FANTASYING/ASPIRING

LISTENINGTO MUSIC

Disengagement

Mind in the Clouds

ImprovizeExpressive

Compile

EXPLORING LEARNING



SURFING SHOPPING

WATCHING

SHARING

Participatory

LISTENING


CHECKING IN

Task-based

REQUESTINGINFO

GETTINGINFO



tools can drive activityan explosion of digital tools have enabled kids to push the boundaries of creative expression and exploration. the three shown here: Apple’s iMovie, photo site flickr and myspace have completely changed the way kids document their lives in less than a generation.

creative exploration / widely available tools

There is a growing number of digital tools enabling creative exploration.


Wake up

Get ready for school

Eat breakfast

Go to school

Schoolactivity

Eat dinner

Comehome

Dohomework

Eat lunch Go to sleep

Go to activity

Schoolactivity

Watch TV

Go to activity

Spend time with family

Play

TV / Video / Movie 4:15

Printed Media 0:43

Music 1:44

***Computer 2:10

Get dressedfor activity

Get ready for bed

Calling 0:53


Printed Media 0: 43

Music 1: 44

Computer 2 :10

**Calling 0:53

Relationship of when media is used during a weekday & weekend day, compare to total time spent interacting with media.

*Game 0:50

Game 0:50

*Game - Including video game , handheld console**Calling - Including landline phone, cellphone***Computer - Including Computer game, searching web , IM and etc.

MORNING MIDDLE OF THE DAY EVENING

TYPICALWEEKDAY

TYPICALWEEKEND DAY

activity map / a day in the life of a kid

activity analysisKids use media at different times of day and for different purposes. The typical day in the life of a kid was diagrammed and set against when kids use those media to determine why kids use media.


Wake up

Get ready for school

Eat breakfast

Go to school

Schoolactivity

Eat dinner

Comehome

Dohomework

Eat lunch Go to sleep

Go to activity

Schoolactivity

Watch TV

Go to activity

Spend time with family

Play


Printed Media 0:43

Music 1:44

***Computer 2:10

Get dressedfor activity

Get ready for bed

Calling 0:53


Printed Media 0: 43

Music 1: 44

Computer 2 :10

**Calling 0:53

Relationship of when media is used during a weekday & weekend day, compare to total time spent interacting with media.

*Game 0:50

Game 0:50

*Game - Including video game , handheld console**Calling - Including landline phone, cellphone***Computer - Including Computer game, searching web , IM and etc.

MORNING MIDDLE OF THE DAY EVENING

TYPICALWEEKDAY

TYPICALWEEKEND DAY

activity map / a day in the life of a kid

activity analysisKids use media at different times of day and for different purposes. The typical day in the life of a kid was diagrammed and set against when kids use those media to determine why kids use media.

Kids are exposed to more than 10½ hours of media per day. What time is left for physical activity?

Portable media enables kids to enjoy music and games while at school, or traveling.

Kids spend more time with interactive media then print media.

They interactive with some form of media at almost all times of the day.

Many times kids are using two or more types of media simultaneously.


compelling experience / a bookattraction entry engagement exit extension

defined

fresh

immersive

accessible

significant

transformative

what is compelling?Media experiences vary. Some are able to draw kids in by fulfilling their desires, while others are lacking. The most popular experiences are able to engage kids at multiple levels.


compelling experience / media compared

defined

fresh

immersive

accessible

significant

transformative

a book


Books offer a subset of a fully compelling experience and are largely focused on the column of engagement.

design analysis . spring 2006 . kids & media . chung greathouse king paradis todd . �0


defined

fresh

immersive

accessible

significant

transformative

the cinemaa book

The immersion of cinema broadened the significance of the experience and allowed non-literate people to consume epic tales.




defined

fresh

immersive

accessible

significant

transformative

the cinemaa book

console video games


Console video game systems broaden the cinema experience because of their interactivity.

design analysis . spring 2006 . kids & media . chung greathouse king paradis todd . ��


defined

fresh

immersive

accessible

significant

transformative

the cinema

social networking sites

a book

console video games

what is compelling?media experiences vary. some are able to draw kids in by fulfilling their desires, while others are lacking. the most popular experiences are able to engage kids at multiple levels.

Social networking sites like MySpace provide a level of interaction that rivals traditional media and, increasingly, dominates kids time as generation next documents and shares their lives.



defined

fresh

immersive

accessible

significant

transformative

the cinema

social networking sitesmobile phone

a book

console video games

what is compelling?media experiences vary. some are able to draw kids in by fulfilling their desires, while others are lacking. the most popular experiences are able to engage kids at multiple levels.

Messaging, talking, gaming, picture taking and media consumption drive kids to treat their phones like extensions of their very selves.


media use / relationship to personal traits

Percentage of 7th to 12th-Graders Multitasking (most of the time) while:

28% Reading 24% Watching TV33% Listening to music33% Using a computer39% Multiple computer activities

media vs. kids traitskids watch up to nine hours of tv per day. 24% of 7th-12th graders are multitasking with other media while watching tv. more importantly 39% of kids are multitasking across a variety of media.

what types of media are kids using compared to their school grades, level of happiness and whether they seek out high sensation activies?


media use / relationship to personal traits

Percentage of 7th to 12th-Graders Multitasking (most of the time) while:

28% Reading 24% Watching TV33% Listening to music33% Using a computer39% Multiple computer activities

media vs. kids traitspartial attention to immersive media during foundational years is more prevalent than in previous eras.

interactive and time-shifted media experiences are unpredictable and elusive enough to make kids want more and more.

creative experitise is historically a result of great amounts of time spent deeply focused on mastering a skillset.

if deep skill sets are required in the future, how might they evolve through multitasking hours spent with virtual tools, online communications andimmersive virtual entertainment?

TV accounts for nearly 1/3 the media exposure among all groups except High and Low Sensation Seekers, where Music media equals TV use.

Total media exposure is highest among1. High sensation seekers2. Low contented kids3. Grades mostly C/Ds


position map / use and social context

why a �x�?generating a position map with axis related to the consumption or creation of media as well as the social context of use offers a compelling visualizatiion of important relationships.

group

self

cons

ume create


position map / activities overlaid

creation in a social context is most full of activitiesmapping activities around media and social context reveals that the largest current grouping is in the upper right quadrant. this quadrant is the home of many “creative” activies.

group

self

cons

ume create

multi-tasking

listening

relaxing

killing time

relaxing

being entertained

dancing

role playingrole playingfragging

watching

playing

playingplaying

saving

saving

trend watchingaspiring

building

building

dueling

dueling

organizing

organizing

shuffling

writing

writing

mixing

mixingsurfing

surfing

recording

recording

programming

programming

shopping

shopping

trend watching

riffing

riffing

caretaking

caretaking

caretakingtaking picture

requesting info

requesting info

scheduling

scheduling

personalizing

personalizing

checking time

checking time

getting info

getting info

checking in

checking ingossiping

gossiping

opining

reading

learningexploring

exploring

exploring

analyzing

analyzingsharing

sharing

aspiring


position map / devices, activites & social contextgroup

self

cons

ume create

multi-tasking

listening

relaxing

killing time

relaxing

being entertained

dancing

role playingrole playingfragging

watching

playing

playingplaying

saving

saving

trend watchingaspiring

building

building

dueling

dueling

organizing

organizing

shuffling

writing

writing

mixing

mixingsurfing

surfing

recording

recording

programming

programming

shopping

shopping

trend watching

riffing

riffing

caretaking

caretaking

caretakingtaking picture

requesting info

requesting info

scheduling

scheduling

personalizing

personalizing

checking time

checking time

getting info

getting info

checking in

checking ingossiping

gossiping

opining

reading

learningexploring

exploring

exploring

analyzing

analyzingsharing

sharing

aspiring

few devices map over many activitiesmapping devices over the groupings of activities reveals that fewer devices are now linked to more activities... direct evidence for convergence. in addition, there is a clear correlation to the digital tools used in this creation.


position map to user types / possible typesgroup

self

cons

ume create

artistenerd

co-creatorpop addict

four user typeswe suggest that there are four user types related to the consumption of media. in general, each user type could be ascribed to adults or children although there are far more co-creating children then adults as a result of myspace and children’s higher comfort level with digital devices.


user types to era analysis / broken out

artiste nerd co-creatorpop addict

how did we get here?we admit that moving from the 2x2 in the page before to this page requires somewhat of a cognitive leap. that said, we see a relationship between how types of media over time allowed for certain types of users.


user types to era analysis / broken out

the first content creators were the sole “artistes”... these individuals were truly passionate about expressing themselves.

the first aficionados of media had to come after the “artiste”. one cannot be a conoisseur of some media if it does not yet exist. one can imagine wealthy patrons of the arts and the first book readers in this group.

Gutenberg launched it in 1455 with his printing press and the industrial revolution powered media’s delivery to nearly every home in the world. through the mid to late-20th century popular acts like the Beatles and artists like Warhol were both phenomenons and fodder for the popular masses.

the release of the Macintosh in 1984 and the subsequent launch of the internet several years later put the power of publishing media into everyone’s hands. for the first time ever, creation at scale was relatively easy and inexpensive. the additions of digital still and video cameras combined with the continued pervasiveness of the “network” has made it easy for any kid to blog, film a movie, develop photographic ambitions and share them with everyone.

new era = new typesas new media formats were introduced, new user types accompanied them. older media types haven’t entirely gone by the wayside and nor have the user types with whom they were associated. these types are relevant for adults as well as kids.

artiste nerd co-creatorpop addictartiste nerd co-creatorpop addict


kids & media / standing in the future...

ACTIVITIES

ENVIRONMENTS

INTERACTIONS

OBJECTS

USERS

SUPERHITS

MEDIA DEVICES

1920 - 1960 1961 - 1970 1971 - 1999 2000 - 2006




Cell phones




VHS, MTV

Kids Kids Kids Kids








houses





EFFECT ON BODY

our analysis could be quickly summarized as:

co-creation is here and profound.

convergence is close.

active to passive effects the body.

we expect a relatively near future to present a wider array of media with fewer devices needed to play them. convergence should drive kids’ access to digital creation tools and the likes of Apple, MySpace and Yahoo! will allow them to share their lives. unfortunately, a bi-product seems to be decreased physical activity and resulting obesity.

kids & media / design synthesisspring 2006 . bernard, king, mcgaw, paradis, tallacksen

the concept space / these needs are real

T(w)eens want to do what’s fun for them, not necessarily what’s good for them.

Our concepts are focused on developing an immersive experience that will:

Empower networking with others locally and globally.

Encourage co-creation and consumption of others’ contribution.

Facilitate physical activity though soft and hard solutions.

1.

2.

3.

design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . �

Frame Concept Spacethe concept space / a value statement

For t(w)eens, who are dissatisfied with current options for physical activity, yet search for an enjoyable experience, this immersive platform will allow a networked and co-created interaction that facilitates group and individual expression.

The solution will incorporate:

What t(w)eens want:• Fun• Immersive• Connected

What parents want:• Active • Educational • Creative


the concept space / activities mapped

Tweens

Entertaining

Passive

One-way

Aspiration

Music

Videogames

Non-digitalgames

Books

Movies

TV

FashionImitate

Mags

Stereo

PC

iPod

CD

HomePortable

Cranium RiskD&D

Chillin'

Illin'

Creating

Document

Perform

Journal

Media

Program

Draw

Paint

Playmusic

Makemusic

Makemovies

Girls

CooperativeRational

Learning

In-school

Outsideschool

Unconsciouslearning

Home-work

Lecture

Multi-media

Less P.E.

Communi-cating

Checking-in

Formingus

Gossip

Socialize

Meetpeople

Tech

ShareBlog

Phone

Goingto mall

Dating

Hangout

Text/SMS

IM

E-mail

Boys

Competitive Physical

Identityforming

Who amI?

Expressyourself

Formopinions

Contra-distinction

Differentiation

PretendFashion

Kissing

Dancing

Jackass

Sports

Hide&seek

Snow�ghts

Buildforts

Liftweights

Baseball

Basket-ball

Hockey

Soccer

Football

Physicalactivity

mind mappingto understand the domains that t(w)eens operate in when they use, or could use media, the relationships between t(w)eens and the general activities they engaged in were analyzed.


the concept space / media uses vs. uses

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Support organization of media files. 3 3 1 1 1 1 1 1 2 1 1 1 1 1 0 0 0 0 0 0 1 1 0 0 0 2 ManagementSupport documenting and tracking 3 3 0 2 2 1 1 2 1 1 1 0 2 2 0 0 0 0 1 0 1 1 1 0 2 0Offer messaging functionality. 1 0 3 3 2 1 3 3 2 2 2 1 1 2 2 2 1 1 0 0 1 2 2 1 1 0 MessagingFacilitate self-expression 1 2 3 3 3 1 1 3 3 1 3 2 2 2 1 0 1 3 1 1 0 2 2 1 2 1 ExpressionEnable co-creative activity 1 2 2 3 3 3 2 2 2 3 3 2 3 1 1 1 1 1 1 0 1 2 1 3 1 1harmonize with other media streams. 1 1 1 1 3 3 2 3 2 3 3 2 2 2 1 0 2 3 0 1 1 3 3 2 2 2 SocializationSupport social networking. 1 1 3 1 2 2 3 3 3 3 3 3 2 1 1 2 2 3 2 2 1 2 2 1 2 2extend user's personality 1 2 3 3 2 3 3 3 2 3 3 3 2 2 2 1 1 2 1 2 1 2 1 1 2 2Offer multiple functionalties 2 1 2 3 2 2 3 2 3 3 3 2 2 2 2 1 3 2 2 2 2 3 3 2 2 2 Networkconsumption everywhere 1 1 2 1 3 3 3 3 3 3 3 3 2 3 3 1 0 1 3 3 2 2 3 2 2 2Maximize interaction opportunities 1 1 2 3 3 3 3 3 3 3 3 3 3 3 3 3 0 1 1 3 2 3 3 2 2 2Network with other users and devices 1 0 1 2 2 2 3 3 2 3 3 3 3 3 2 2 0 3 3 1 2 1 2 1 1 2Support use in school environments 1 2 1 2 3 2 2 2 2 2 3 3 3 3 3 2 2 1 0 0 1 1 1 1 2 3Support uses at different times of the day. 1 2 2 2 1 2 1 2 2 3 3 3 3 3 3 2 2 1 1 2 2 2 2 1 2 1Support mobile use 0 0 2 1 1 1 1 2 2 3 3 2 3 3 3 3 3 1 2 2 2 1 2 2 2 2Encourage physical activity 0 0 2 0 1 0 2 1 1 1 3 2 2 2 3 3 3 2 3 1 1 1 2 3 3 2 ExerciseCounteract obesity trend 0 0 1 1 1 2 2 1 3 0 0 0 2 2 3 3 3 3 3 0 2 2 1 2 3 1Engage kids deeply. 0 0 1 3 1 3 3 2 2 1 1 3 1 1 1 2 3 3 3 3 3 3 3 2 2 2 Immersionoverwhelm other kinds of media 0 1 0 1 1 0 2 1 2 3 1 3 0 1 2 3 3 3 3 3 3 3 3 1 2 1Offer an escape into dreamland 0 0 0 1 0 1 2 2 2 3 3 1 0 2 2 1 0 3 3 3 3 3 3 3 3 2 EntranceProvide entertainment. 1 1 1 0 1 1 1 1 2 2 2 2 1 2 2 1 2 3 3 3 3 2 2 2 3 3Support interactive media 1 1 2 2 2 3 2 2 3 2 3 1 1 2 1 1 2 3 3 3 2 3 2 2 2 1significant duration of each use. 0 1 2 2 1 3 2 1 3 3 3 2 1 2 2 2 1 3 3 3 2 2 3 1 1 1Feature music. 0 0 1 1 3 2 1 1 2 2 2 1 1 1 2 3 2 2 1 3 2 2 1 3 2 1 UpliftProvide positive emotions 0 2 1 2 1 2 2 2 2 2 2 1 2 2 2 3 3 2 2 3 3 2 1 2 3 2Allow exploration 2 0 0 1 1 2 2 2 2 2 2 2 3 1 2 2 1 2 1 2 3 1 1 1 2 3

Key0 1 2 3

Matis r 0,018R!105,26;16,17!26,25,24,23,22,21,20,19,18,17,16;3,4,5,6,7,8,9,10,11,12,13,14,15!2,1;26,25,24,23,22,21,20,19,18,17,16,15,14

symmetric matrixthis symmetrical insight matrix was used to determine the primary uses (abstract) of media and for what purpose t(w)eens use the devices associated with various media types.


the concept space / key areas of focus

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symmetric matrixthis symmetrical insight matrix was used to determine the primary uses (abstract) of media and for what purpose t(w)eens use the devices associated with various media types.

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Insight Principle CategoryKids are exposed to more than ten hours of media each day.

Operate in harmony with other media streams. Socialization

Social networking provides interaction levels like those of traditional media, and increasingly dominate kids’ time.

Support social networking. Socialization

Kids treat phones as extensions of themselves.

Become an extension of the user’s personality. Socialization

Media is consumed everywhere, not just publicly or in the home.

Support media consumption everywhere Network

Devices increasingly do multiple things (convergence)

Offer multiple functionalities Network

Information exchange and networking is a large part of kids’ activities.

Network with other users and devices Network

Portable media devices enable media enjoyment while travelling, or at school.

Support mobile use Mobility

Kids interact with media throughout the day. Support uses at different times of the day. Mobility

Media are used for organization and networking.

Support organization of media files. Management

Documenting and tracking is an important activity subset.

Support documenting and tracking Management

Many times, kids interact with more than one kind of media at a time.

Expect to share attention with other kinds of media (or to overwhelm them).

Immersion

Books provide a compelling experience in the “engagement” mode.

Engage kids deeply. Immersion

Creative exploration is utterly essential to kids’ use of media.

Allow exploration Hope

Total media exposure is highest among kids who are: high sensation seekers, low contentedness, or who have lower grades.

Encourage contentedness by providing positive emotions.

Hope

Music media is as strong as TV exposure for both high and low sensation-seeking kids.

Feature music. Hope

Media are used for self-expression and creativity.

Facilitate self-expression Expression

Co-creation is here and is profound. Enable co-creative activity Expression

Obesity has risen in parallel with the increase in home-based rich media devices.

Counteract obesity trend Exercise

Less time is spent in physical activity. Encourage physical activity Exercise

Media are used for entertainment. Provide entertainment. Enchantment

A “mind in the clouds” is a small but important activity subset.

Offer an escape into dreamland Enchantment

the concept space / insights > principles

insights > principlesa rigorous review of a large set of analysis data produced an enormous number of relevant point level insights which, when used reflexively, generated an equal number of design principles. these principles were tied back to our key activity areas of focus to start to provide guidelines for how systems might be built.


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concept generation / concept generation matrix

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concept matrixa concept matrix was created for framed idea generation which used our three main insights fron analysis on the Y axis and the main areas of focus on the X.


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concept generation / concept generation matrix

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concept matrixa concept matrix was created for framed idea generation which used our three main insights fron analysis on the Y axis and the main areas of focus on the X.

Music device based on your “moves”Motion-capture gearVirtual square dancing, with competition and voting

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GeoBloggingLivecasting: Whatever you’re doing is shared with thousandsNetworked mobile devices

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Massively multi-player narratives

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Trends

Economics

Bad foodis cheap

Mainstreamhealthyfoods

Reductionof middleclass

'Tweenshave more $

Rise inH.C. $

Low-payjobs

Notpreventative

ER $more

$$$$vs. $

High volume= high $

Marketexplosion

Politics

Foodindustry

Obesityconcerns

Lowersciencefunding

No childleft behind

Schoolfunding

Lobbying

Society

Cocooning

Standardizedtest scoresdecreasing

Polarizationof body image

Health

Liferecording

Homeeducation

Lack of $awareness

FickleAcceptanceof wildgames

Childporno

Kidlesscouples

Personalcelebrity

"On thego"

Convenience

Ritalin

Lowattention

H.C.compensation

Infantmortality

Diabetes

More channels

BiggerTVs

Internet

Videogames

Technology

Newinterfaces

UbiquitoustechSlow U.S.

adoptionVideogames/TV

Techtools

Stupiditycompensation

Lack ofphysicalinteraction

Internet

Fast-paceinfo

Brain-control

Eye-control Voice

recog.

Distancelearning

Virtual

scenario planning / trends effecting t(w)eens

is media making t(w)eens fat and stupid?we asked a specific question in exploring trends effecting t(w)eens and were sure to consider trends in politics, economics, society and technology.

design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 10

scenario planning / trend ranking

is media making t(w)eens fat and stupid?from our blown-out trends mindmap we identified top trends which we then ranked according to scenario planning criteria as laid out in the book on the topic, The Art of the Long View.

Top Trends Significance Uncertainty Total

Funding of education 12 7 19

Lobbying (of health issues) 0 1 1

Increasing health care costs 3 3 6

From physical to virtual 6 7 13

Increasing ubiquity of technology 8 4 12

Increasing network availability 9 4 13

Lagging technology and science in US 1 9 10

Cocooning 4 9 13

Personal celebrity 14 3 17

Body image vs body reality 13 3 16

Convenience is king 10 3 13

Tween disposable income 11 4 15

Channel of one (Om) 5 3 8

Shared media (Lingo) 2 7 9

Getting older, younger 7 3 10

design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 11

scenario planning / 3 key trends to consider

trends for the futurein our ranking, our project team felt that we needed to consider three rather than just two trends in crafted our scenarios. the funding of education, personal celebrity and the availability of t(w)een disposable income were of particular importance. in addition, although body image received the third highest score we decided to it logically fit with personal celebrity.

Top Trends Significance Uncertainty Total

Funding of education 12 7 19

Lobbying (of health issues) 0 1 1

Increasing health care costs 3 3 6

From physical to virtual 6 7 13

Increasing ubiquity of technology 8 4 12

Increasing network availability 9 4 13

Lagging technology and science in US 1 9 10

Cocooning 4 9 13

Personal celebrity 14 3 17

Body image vs body reality 13 3 16

Convenience is king 10 3 13

Tween disposable income 11 4 15

Channel of one (Om) 5 3 8

Shared media (Lingo) 2 7 9

Getting older, younger 7 3 10

design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 1�

The Real World*

Kids Rule

The New Renaissance

A Hyperstar is Born

more funding for schools

less funding for schools

few celebrities

teens spend more

New Britannia

Socialist Paradise

Teacher is King

Depression Redux

everyone’s a celebrity

teens spend less

more funding for schools

less funding for schools

few celebrities

everyone’s a celebrity

scenario planning / scenario maps in 3d

three main trends translates to eight scenariosplacing our three key trends on position maps generated eight distince possible futures to consider. in our mapping, we went about naming the futures to help the team create stories of what each might be like.


future scenario 1 / new britannia

new britanniatweens spend less • less funding for schools • everybody’s a celebrity

As expected, the European Union, India, China and the rest of industrialized Asia surpass the US as masters of the global zeitgeist. Tweens in the US have less disposable income and funding for schools is on a downward trend. However, the countries technical infrastructure still drives the culture’s obsession with celebrity, and becoming famous. Reality television and competitive shows derived of American Idol, Fear Factor and Jackass dominate the airwaves. Sites that support the viral transformation of tweens into internet celebrities thrive. Major media outlets mine social networking sites for the next big ‘star.’

conceptsA Star is Born: Major media outlets conduct ‘a star is born’ grand challenges for

sports, entertainment, or people just willing to be plain stupid in exchange for being famous. To be cool is to be aligned with fads and trends that are globally relevant and not US Centric. US brands leverage foreign celebrities and design language in the promotion of products, brands and services.

Low-end Theory: Since high bandwidth mobile technology is out of reach of most tweens consumer devices operate on a principle of low-end theory. Consumer devices for tweens are cheap, poorly designed and trendy and they are designed to take advantage of the convergence of the group.

Multimedia Physical Centers: Tweens still strive for a community and a way to connect. Much like video arcades drove this interaction in the early 80’s the next generation of community centers provide the same environment for tweens to make connections globally and locally but making technology accessible via a limited pay as you go model ala an internet-café model.


future scenario � / socialist paradise

socialist paradisetweens spend less • more funding for schools • everyone’s a celebrity

Nonplussed by a culture of excess and individualism, parents across the country rein in the cash provided to tweens, encouraging them to live more simply. At the same time, voters also force government to spend more on education. The result is a society where children are well taken care of, and contribute to their community. The ubiquity of technology and leveling media is used to celebrate each person’s contribution to the whole. Public schools have the money they need to develop successful children and become a place where residents come together for volunteer events like Habitat for Humanity.

conceptsKid Composed Media Hits: Middle School media club puts together a weekly 30-

minute cable TV show that highlights the achievements of local tweens: athletes, singers, actors, volunteers, mathletes, etc. And it’s the hit of the local cable system.

Sharecast: As a way of celebrating the uniqueness of each individual, school begin providing gear to kids that stream a video and audio feed whenever they are in public spaces (software and location tagging locks the system down in private spaces). What started as “Reality TV Meets Contemporary Anthropology” class project becomes a live, ongoing blog allowing people to share in each others’ experiences as they happen.

Altruistic / Reality-Based MMPORGs: Tweens flock to a new breed of online games with a much more realistic focus—helping in their community. Instead of playing “Sim Family”, tweens become interested in “Sim FEMA”, where they have to work together to respond to natural disasters. The game is self-consciously positioned as real-world training for skills that tweens can use to help their communities later, in the real world.


future scenario � / depression redux

depression reduxtweens spend less • less funding for schools • few celebrities

The excesses of the United States’ past and current state catch up to it as China and India race past to become economic, technological and cultural leaders of the world. The US economy is sorely depressed and funding for schools is hard to come by. At the same time, a few media stars rise up to be the royalty of this time, allowing adults and kids alike a mental escape from the reality of their current state.

conceptsHigh-Tech Movie Theaters: super über movie theaters with full virtual reality and

access to the latest Chinese and Indian content

Video Serials (Pass-around media): inexpensive video serials (kind of like the comics of old) that play on cheap portable media devices

Virtual Space Travel: virtual trip to the moon and space... the Chinese kids get to do it for real


future scenario � / teacher is king

teacher is kingtweens spend less • more funding for schools • few celebrities

In a time when there is more money, people have begun to understand its value. Parents encourage tweens to spend less money and save it. This important demographic, which usually fuels adoption of new technology, therefore is spending less on gadgets for recreational use. However, the influx of new cash has led to increased funding for schools, both from public and private sources, instigating the use of technology primarily for educational purposes.

conceptsSponsored Educational Tools: Companies subsidize schools in the form of

inexpensive laptop computers to be used as portable teaching/learning tools

Teaching for the 21st Century: Teachers give assignments using new technologies, such as teaching physics with interactive games

High Touch Tech: Since kids are primarily focused on those around them, technologies that facilitate face-to-face interaction are important (ex. sharing mp3 music through telephone network)


future scenario � / the real world aka pop media

the real world aka pop mediatweens spend more • less funding for education • everyone’s a celebrity

Continuing fully with current trends, tweens are older faster, have more money than ever while public educational funding decreases. Luckily, in this world, everyone has access to extremely inexpensive tools for content creation and a way to sell it through the “network”, a global construct for storing, finding and paying for media. In this world, everyone’s lives are like a TV show ready to be watched.

conceptsAvatar Assist: a small device carried as a pendant or bracelet that allows cameras

capturing images of you to know who you are, etc.

Movie Camp: tweens learns how to make movies as good as the rest

Auteurship SAT’s: media is king so learning how to test creators has value


future scenario � / kids rule

kids ruletweens spend more • more funding for schools • everyone’s a celebrity

The trend toward only 1-- and 2-child families has accelerated and spread. Much like the “Little Emperor” syndrom in China, children are highly catered to, receiving much disposable income from their parents. Additionally education is better funded. Entertainment and leisure industries refocus on attracting spending by tweens and their doting parents. Converting to smoke and alcohol-free establishments is not out of the question. Because of the kid-centered culture, media channels provide more and more ways for kids to express themselves. the kid-centered culture

conceptsChild Broadcasters: youthful commentators are featured on the evening news,

because the general public places a high value on kids’ views and opinions. As a result, broadcast journalism classes become standard in high schools and even some middle schools. Marketers find success selling “studio in a box” kits that help kids practice being a TV spokesperson.

FacebookVideo: Children in middle school use FacebookVideo to compile a semi-public portfolio (resume + scrapbook) documenting their school and extracurricular activities. Relatives, friends, and neighbors enjoy following FacebookVideo entries of the kids they know, because it provides a connection to youth that adults crave more and more.

VideoFfitti: Video-equipped mobile phones become the tools for tweens to use in dissing (or praising) anything and anyone around them. Like a mobile version of Google Earth tagging, this system allows tweens to point a phone’s camera at an object and then record their opinions about it. Anyone else with a similarly-equipped phone can play back sassy video clips.


future scenario � / a hyperstar is born

a hyperstar is borntweens spend more • less funding for schools • few celebrities

Tweens, more and more, seek affirmation and self-expression through aligning themselves with the popular celebrities of the times. They will work and spend slavishly to support their public personas. Companies align their brands to these celebrities to gain the loyalty of this lucrative market. The brands promote these hyperstars while the stars in turn provide power to the brands. Their super power allows brands take over services that are traditionally regarded as the responsibility of the public sector or government, in turn increasing their profits and the celebrity of their stars.

coceptsCommercialized Learning Centers: Companies develop learning technology centers or

even sponsor outright educational institutions to make up for gaps in public spending on education.

Personalized Tech: Personalization of technology products based on the personality of the hyperstar becomes the easiest way to capture the tween market. Scarcity, or perceived scarcity heightens the adoption of new products.

“Perceived Choice”: Tweens personify their own values through the shorthand of brands. Social networking sites are branded across multiple dimensions and segments even though they may all be ultimately owned by one multinational.

design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . �0

future scenario � / the new renaissance

the new renaissancetweens spend more • more funding for schools • few celebrities

People have more money and are spending more. Tweens continue to be an extremely important demographic, as they are seen as the early adopters of new technologies...and they have the money to buy them. There has been an explosion of new devices that make leisure and learning easier and more fun, prompting the explosion of media devices and networks. Self-promotion has become passe, new technologies are used to foster learning and skill-development.

conceptsClosed-Loop Gaming: For groups of tweens gaming together, systems for head to head

video gaming in large co-located groups

Generation C Web Service: Through these online communities, appreciation of the modern arts is fostered. Artists and authors post their works for critique. Budding artists and authors are encouraged, while accomplished ones are praised and made famous.


concept generation ii / focus on collaborationinsights principles ideas-product ideas-system ideas-strategicTweens collaborate differently Collaboration from home Wireless computer family pack Multi-computer kits (like a cell-phone

family plan)Product bundling and service integration across devices

Collaboration in public Mood gear Ambient devices that indicate your 'mood' through physical and virtual channels based on biometric feedback

Merging of social networking and physical worlds in realtime

Flash mob fob Affinity seeking devices that can be used to find people in your immediate area with your interests

Digital charm bracelet A bracelet with RFID or flash-media enabled 'charms' that users can give to friends

Collaboration with people they 'know' Proximity aware networking Indicates when friends or people in your group are in a similar space, city, town or mall.

The ability to create physical 'clickstreams' that can be shared with others in your network.

Zone tag The ability to 'mark' areas you visit and have other people in your network be 'notified' when they pass through the same space.

Collaboration with people they don't 'know

Avatar assist A inference-base search system that auto-tags your media, profile and current location to surface information about people, things or trends that may be of interest to you in the context of your immediate environment

Collaboration with people in physical geography

Where you at' location devices Passive presence awareness devices

Collaboration with people outside their geography

LiveCasting Live streaming of content caputured via a 'life recorder'

Realtime, user designed, contextually aware entertainment experiences

focus on collaborationthe project team thought that our first round of concept generation including scenario planning didn’t pay enough heed to collaboration so we did a brief exploration of just this space.

design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . ��

concept generation / focus on securityInsight Principles Ideas-ProductAny service or product must incorporate Virtual security Spheressecurity measures Background check at initial sign-in

Parental log-inKey-word flaggingEmergency button

Physical security Supervised meetingsChild-safety agentsParents loungeHigh-school cool kids

DescriptionsSpheres Layers of familiarity that parents

set up for 'tween that can be turned on and off

Background check Everyone signing up must provide personal information that allows network to do a simple background check

Parental log-in Only parents can log-in to network for their 'tweens

Key-word flagging When certain words are used, they are automatically flagged and checked by network

Emergency button Button incorporated into the system that a 'tween can press if they believe they are speaking to someone that could cause them harm. Network checks on the person

Supervised meetings Space where face-to-face interaction is supported. Responsible adults are always present

Child-safety agents Network of adults who are certified agents that 'tweens could call to help in a situation where they are uncomfortable

Parents lounge Adult-friendly area within a physical space where parents can accompany their kids

High school cool kids Kids who volunteer (or are paid) to be watchdogs

Insight Principles Ideas-ProductAny service or product must incorporate Virtual security Spheressecurity measures Background check at initial sign-in

Parental log-inKey-word flaggingEmergency button

Physical security Supervised meetingsChild-safety agentsParents loungeHigh-school cool kids

DescriptionsSpheres Layers of familiarity that parents set up for 'tween that can be

turned on and off

Background check Everyone signing up must provide personal information that allows network to do a simple background check

Parental log-in Only parents can log-in to network for their 'tweens

Key-word flagging When certain words are used, they are automatically flagged and checked by network

Emergency button Button incorporated into the system that a 'tween can press if they believe they are speaking to someone that could cause them harm. Network checks on the person

Supervised meetings Space where face-to-face interaction is supported. Responsible adults are always present

Child-safety agents Network of adults who are certified agents that 'tweens could call to help in a situation where they are uncomfortable

Parents lounge Adult-friendly area within a physical space where parents can accompany their kids

High school cool kids Kids who volunteer (or are paid) to be watchdogs

focus on securityin addition, the project team felt like we had missed a big area of concern for parents by not more specifically addressing security so we explored this area as well.


physical objects responding to mediaClothing that reveals what you’re listening to“Mood” gear.

capturing life digitallyAvatar assist (wearable device to capture life)Cheap digital charm bracelet

media responding to lifeMusic device based on your “moves” Automatic soundtrack generated from what you’re doing in real life

media responding to physical Physical throw of media content to another person.Gestural recall of media. Physical inputs to avatar creation (performance capture)Motion-capture gear.

networked physical activities Virtual square dancing, with competition and voting.Kendo in your living room with othersDDR “zoolander” dance-off.Virtual “he shoots, he scores” Network play with virtual audience (that can heckle)Trivial pursuit frisbeeVirtual space travel

exercise communities & supportSupport network for (physical) trainingVirtual personal trainer.Shared virtual personal assistantSubmit your exercise Shoes congratulate you when you finish working out

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group developmentFlash Mob FobTeamEngine (supports sports teams)Skillz guildPlatform for league generation

broadcast me celebrityMeTube / Flickr VideoUpload your own skate video (You-Tube)Helmet-cams (for skiers)LiveCasting: Whatever you’re doing is shared with thousands

kid-produced mediaKid-produced media shows (broadcasting in a box)Movie Camp (a store? for birthdays?)

cocreative networksMultimedia contestsOnline multimedia mashups.Massively multiplayer narrativeCollaborative social networkingTribute events

proximity networks for communicationProximity-aware networking.Where you at? Constant status updater so you can let your buddies know where you areBonjour for mobileFriend-sensing clothesGroup telematicsTelematics in sports equipment

mapping media to geographyZonetag—captures where you areVideoFfitti - tagging physical locations w/ videoGeoBlogging

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Use GPS know, when you’ve come home, to replay where you’ve been.Geo-aware helmet-cam

personalized productsPersonalized tech - celebrity, scarcityNIKE ID shoes—customized.Perceived Choice (Corporate Skinning)

Low-end theory (cheap devices)Low-end theory (cheap devices)

tapping tweens for public goodAltruistic/Reality-based MMPORGsGrid exploration

rewardsKidCreditEarn karma (reputation) points from other users as you pass them the ballReal world performance gives virtual-world credit (eg: pedometer gives you points in a game)

enhancing education with mediaCommercial learning centersCompanies subsidized schools (e.g. inexpensive w/ tween-centered software)P.E. Pros (outsourced, multimedia PE for schools)media sharingLive sharing of media.Vide3o serials (comics, pass-around media)

high-tech public gathering placesFace-to-face local media interactionMultimedia physical centers for collaborationNew high-tech movie theatres

too generalNike gear for participationNike gear for contribution

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concept clustering / first level groupings


concept clustering / affinity groupings

proximitynetworks for

communication(6)

co-creativenetworks (5)

mapping media to geography (5)

groupdevelopmentservices (4)

enhancingeducation with

media (4)

exercisecommunities

and support (7)

networkedphysical

activities (11)

networkedphysical activity

(19)

media sharing (2)

tapping tweens for public good

(2)

high-tech public gathering places

(3)

mediaresponding to

the life (2)

physicalresponding to

media (2)

media-realityaugmentation

(11)

kid-producedmedia (2)

mediaresponding to physical (4)

broadcast me celebrity (4)

too general (2)rewards (3)

personalizedproducts (3)

low-end theory (1)

geographicnetworks and

media (11)

communicationand cocreation networks (11)

capturing life digitally (3)

communitysupport for

physical activity (8)

tech products (4)

producing media (11)

encouraginggood behavior

(9)

shared media experiences (9)

physical media (15)

affinity groupingswe took all of those first level groupings and reduced clustered them by affinity. this process was partially formalized and rigorous and partially intuitiive based on our prior learnings and experience.


evaluation / point concepts

evaluation of point conceptswe scored each of the 68 point concepts we had generated against both user and business value and scaled each score to 100 for easy comparison.

Concept Evaluation Worksheet Big Questions. Rate on a scale of 1 to 9

No. Description Socialization Network Mobility Management Immersion Hope Expression Exercise Enchantment Security

Low Risk (likely will suc- ceed)

Profit Potential

Ease of Implementation

User Value Score (scaled to 100 pts)

Business Score (scaled to 100 pts)

Weight > 1.5 1 1.5 1 1 1 1.5 2 1 2 1 2 1 121.50 36

1 Collaborative social networking 8 7 6 2 7 4 6 1 4 3 5 3 4 51.03 41.67

2 Multimedia contests 5 4 2 3 3 5 7 1 5 7 3 4 6 46.91 47.22

3 Low-end theory (cheap devices) 3 3 5 4 2 1 3 3 1 1 7 6 4 29.22 63.89

4 Multimedia physical centers for collaboration 7 3 2 1 2 3 8 3 4 8 4 5 3 49.79 47.22

5 Commercial learning centers 6 2 2 1 1 4 5 2 3 9 8 6 4 43.21 66.67

6 Personalized tech 5 4 1 2 4 2 3 3 3 3 7 7 8 33.33 80.56

7 Perceived Choice (Corporate Skinning) 2 2 1 1 4 3 2 1 1 1 4 5 7 18.52 58.33

8 Kid-produced media shows (broadcasting in a box) 5 2 3 3 5 5 8 1 4 5 8 6 7 45.27 75.00

9 Altruistic/Reality-based MMPORGs 7 7 1 2 8 5 5 1 8 4 8 8 7 48.97 86.11

10 New high-tech movie theatres 2 1 1 1 7 4 1 1 9 5 3 3 8 32.92 47.22

11 Video serials (comics, pass-around media) 4 4 1 5 6 3 2 1 7 4 7 4 8 37.45 63.89

12 Virtual space travel 3 6 2 2 7 6 3 2 8 5 7 4 5 45.27 55.56

13 Grid exploration 5 7 6 1 5 5 4 3 6 6 6 3 7 53.09 52.78

14Companies subsidized schools (e.g. inexpensive w/ tween-centered software)

5 1 4 1 1 2 3 1 3 8 5 3 7 36.21 50.00

15 Face-to-face media interaction 6 1 3 4 5 2 4 3 5 6 4 3 9 44.86 52.78

16 Flash Mob Fob 7 6 7 1 4 1 3 5 4 2 6 6 8 45.68 72.22

17 Cheap digital charm bracelet 7 3 6 7 2 2 5 1 4 3 5 5 7 43.62 61.11

18 Avatar assist (wearable device to capture life) 5 3 7 1 2 1 3 3 2 3 4 6 5 35.80 58.33

19 Movie Camp (a store? for birthdays?) 7 1 1 1 5 1 7 4 6 7 4 8 6 48.15 72.22

20 MeTube / Flickr Video 3 5 3 7 4 5 7 1 5 3 9 3 9 44.03 66.67

21 VideoFfitti 7 7 9 7 3 6 9 4 4 6 6 7 7 69.55 75.00

22 KidCredit 2 1 5 1 1 1 1 1 1 8 7 7 4 28.81 69.44

23 TeamEngine (supports sports teams) 8 5 3 4 3 5 3 9 3 7 8 7 8 60.08 83.33

24 P.E. Pros (outsourced, multimedia PE for schools) 5 1 4 1 2 2 1 8 1 9 7 3 9 46.09 61.11

25 Upload your own skate video (You-Tube) 5 4 2 7 4 4 5 4 3 4 6 3 9 46.09 58.33

26 Physical inputs to avatar creation (performance capture) 6 3 1 1 2 2 5 4 4 4 5 4 6 37.86 52.78

27Earn karma (reputation) points from other users as you pass them the ball

8 4 5 1 3 2 1 6 2 4 3 3 3 43.62 33.33

28 Proximity-aware networking. 4 7 6 1 1 1 1 5 1 2 8 6 9 34.16 80.56

29 Live sharing of media. 5 5 2 6 2 4 4 1 3 3 6 4 8 36.63 61.11

30 “Mood” gear. 6 2 4 1 3 3 5 1 3 4 5 4 8 36.63 58.33

31 Music device based on your “moves” 5 2 2 1 4 7 6 4 4 3 6 5 8 42.39 66.67

32 Motion-capture gear. 4 1 1 1 3 2 5 5 3 4 4 6 5 35.39 58.33

33 Virtual squaredancing, with competition and voting. 7 7 1 3 6 2 5 6 3 6 7 5 7 53.09 66.67

34 NIKE ID shoes—customized. 4 1 1 1 1 1 3 4 2 5 4 7 9 29.63 75.00

35 Online multimedia mashups. 3 6 2 4 5 5 6 1 5 5 6 4 9 44.03 63.89

36 Skillz guild. 5 4 2 1 4 2 4 2 1 3 4 2 8 31.69 44.44

37 Group telematics 6 7 4 1 6 3 1 5 1 5 4 3 6 44.86 44.44

38 Physical throw of media content to another person. 6 4 5 6 1 3 3 2 2 3 4 3 7 38.68 47.22

39 Gestural recall of media. 2 1 2 8 2 3 1 2 1 3 3 3 4 26.75 36.11

40 GeoBlogging 4 6 5 3 3 1 4 5 3 2 7 4 8 40.74 63.89

41LiveCasting: Whatever you’re doing is shared with thousands

6 7 6 3 4 2 6 3 3 1 6 4 6 44.44 55.56

42 Networked 5 8 4 2 3 5 4 3 4 3 8 2 8 44.03 55.56

43Where you at? Constant status updater so you can let your buddies know where you are

6 5 7 1 3 3 3 5 2 4 6 6 9 46.09 75.00

44 Telematics in sports equipment 3 4 4 1 2 1 2 5 1 6 8 5 8 36.63 72.22

45 Platform for league generation 4 4 2 4 1 1 3 6 1 4 8 8 8 36.63 88.89

46 Shared virtual personal assistant 2 3 1 5 1 1 1 1 3 3 3 4 8 22.22 52.78

47 Support network for training 2 1 1 4 1 1 2 5 1 3 5 6 8 25.93 69.44

48 Zonetag—captures where you are 4 2 5 3 2 1 3 4 2 1 5 3 8 31.28 52.78

49Use GPS know, when you’ve come home, to replay where you’ve been.

2 2 2 5 2 2 2 3 1 6 4 4 8 32.10 55.56

50 Virtual personal trainer. 1 2 1 1 3 1 1 6 1 3 5 6 8 25.10 69.44

51 Helmet-cams (for skiers) 4 2 6 3 2 2 4 5 2 4 6 3 7 41.15 52.78

52 Kendo in your living room with others 5 5 2 2 4 1 4 6 5 3 4 4 5 42.39 47.22

53 Geo-aware helmet-cam 1 3 6 3 2 1 4 5 2 4 6 3 6 37.45 50.00

54Real world performance gives virtual-world credit (eg: pedometer gives you points in a game)

3 4 4 2 2 1 4 6 3 4 3 3 4 39.92 36.11

55 Nike gear for contribution 1 1 3 1 1 1 1 5 1 5 7 4 8 26.75 63.89

56 Bonjour for mobile 4 6 7 3 2 3 3 2 3 2 8 3 9 37.86 63.89

57 Nike gear for participation 4 2 3 1 1 3 1 5 1 4 7 3 8 31.28 58.33

58Automatic soundtrack generated from what you’re doing in real life

5 2 2 3 4 8 5 3 5 4 5 5 5 44.44 55.56

59 Shoes congratulate you when you finish working out 1 1 3 1 1 2 1 4 1 5 3 2 9 25.93 44.44

60 Clothing that reveals what you’re listening to 4 3 3 3 3 1 5 1 3 3 4 4 6 32.10 50.00

61 Trivial pursuit frisbee 5 1 4 1 4 1 1 6 2 4 7 7 7 36.21 77.78

62 Friend-sensing clothes 7 5 6 1 3 3 3 1 1 4 4 5 7 38.68 58.33

63 Submit your exercise 3 3 2 1 2 1 5 5 1 5 4 2 8 35.39 44.44

64 DDR “zoolander” dance-off. 7 5 2 2 4 3 8 7 3 5 8 4 9 54.73 69.44

65 Network play with virtual audience (that can heckle) 5 6 3 1 5 1 6 1 4 3 7 4 8 37.86 63.89

66 Tribute events 5 4 1 1 5 5 3 1 6 5 7 7 8 38.27 80.56

67 Massively multiplayer narrative 5 7 3 3 7 3 9 1 9 3 5 6 7 51.44 66.67

68 Virtual “he shoots, he scores”—kinda lick 3 2 4 1 2 4 1 3 2 2 4 2 5 27.16 36.11

Concept Evaluation Worksheet Big Questions. Rate on a scale of 1 to 9

No. Description Socialization Network Mobility Management Immersion Hope Expression Exercise Enchantment Security

Low Risk (likely will suc- ceed)

Profit Potential

Ease of Implementation

User Value Score (scaled to 100 pts)

Business Score (scaled to 100 pts)

Weight > 1.5 1 1.5 1 1 1 1.5 2 1 2 1 2 1 121.50 36

1 Collaborative social networking 8 7 6 2 7 4 6 1 4 3 5 3 4 51.03 41.67

2 Multimedia contests 5 4 2 3 3 5 7 1 5 7 3 4 6 46.91 47.22

3 Low-end theory (cheap devices) 3 3 5 4 2 1 3 3 1 1 7 6 4 29.22 63.89

4 Multimedia physical centers for collaboration 7 3 2 1 2 3 8 3 4 8 4 5 3 49.79 47.22

5 Commercial learning centers 6 2 2 1 1 4 5 2 3 9 8 6 4 43.21 66.67

6 Personalized tech 5 4 1 2 4 2 3 3 3 3 7 7 8 33.33 80.56

7 Perceived Choice (Corporate Skinning) 2 2 1 1 4 3 2 1 1 1 4 5 7 18.52 58.33

8 Kid-produced media shows (broadcasting in a box) 5 2 3 3 5 5 8 1 4 5 8 6 7 45.27 75.00

9 Altruistic/Reality-based MMPORGs 7 7 1 2 8 5 5 1 8 4 8 8 7 48.97 86.11

10 New high-tech movie theatres 2 1 1 1 7 4 1 1 9 5 3 3 8 32.92 47.22

11 Video serials (comics, pass-around media) 4 4 1 5 6 3 2 1 7 4 7 4 8 37.45 63.89

12 Virtual space travel 3 6 2 2 7 6 3 2 8 5 7 4 5 45.27 55.56

13 Grid exploration 5 7 6 1 5 5 4 3 6 6 6 3 7 53.09 52.78

14Companies subsidized schools (e.g. inexpensive w/ tween-centered software)

5 1 4 1 1 2 3 1 3 8 5 3 7 36.21 50.00

15 Face-to-face media interaction 6 1 3 4 5 2 4 3 5 6 4 3 9 44.86 52.78

16 Flash Mob Fob 7 6 7 1 4 1 3 5 4 2 6 6 8 45.68 72.22

17 Cheap digital charm bracelet 7 3 6 7 2 2 5 1 4 3 5 5 7 43.62 61.11

18 Avatar assist (wearable device to capture life) 5 3 7 1 2 1 3 3 2 3 4 6 5 35.80 58.33

19 Movie Camp (a store? for birthdays?) 7 1 1 1 5 1 7 4 6 7 4 8 6 48.15 72.22

20 MeTube / Flickr Video 3 5 3 7 4 5 7 1 5 3 9 3 9 44.03 66.67

21 VideoFfitti 7 7 9 7 3 6 9 4 4 6 6 7 7 69.55 75.00

22 KidCredit 2 1 5 1 1 1 1 1 1 8 7 7 4 28.81 69.44

23 TeamEngine (supports sports teams) 8 5 3 4 3 5 3 9 3 7 8 7 8 60.08 83.33

24 P.E. Pros (outsourced, multimedia PE for schools) 5 1 4 1 2 2 1 8 1 9 7 3 9 46.09 61.11

25 Upload your own skate video (You-Tube) 5 4 2 7 4 4 5 4 3 4 6 3 9 46.09 58.33

26 Physical inputs to avatar creation (performance capture) 6 3 1 1 2 2 5 4 4 4 5 4 6 37.86 52.78

27Earn karma (reputation) points from other users as you pass them the ball

8 4 5 1 3 2 1 6 2 4 3 3 3 43.62 33.33

28 Proximity-aware networking. 4 7 6 1 1 1 1 5 1 2 8 6 9 34.16 80.56

29 Live sharing of media. 5 5 2 6 2 4 4 1 3 3 6 4 8 36.63 61.11

30 “Mood” gear. 6 2 4 1 3 3 5 1 3 4 5 4 8 36.63 58.33

31 Music device based on your “moves” 5 2 2 1 4 7 6 4 4 3 6 5 8 42.39 66.67

32 Motion-capture gear. 4 1 1 1 3 2 5 5 3 4 4 6 5 35.39 58.33

33 Virtual squaredancing, with competition and voting. 7 7 1 3 6 2 5 6 3 6 7 5 7 53.09 66.67

34 NIKE ID shoes—customized. 4 1 1 1 1 1 3 4 2 5 4 7 9 29.63 75.00

35 Online multimedia mashups. 3 6 2 4 5 5 6 1 5 5 6 4 9 44.03 63.89

36 Skillz guild. 5 4 2 1 4 2 4 2 1 3 4 2 8 31.69 44.44

37 Group telematics 6 7 4 1 6 3 1 5 1 5 4 3 6 44.86 44.44

38 Physical throw of media content to another person. 6 4 5 6 1 3 3 2 2 3 4 3 7 38.68 47.22

39 Gestural recall of media. 2 1 2 8 2 3 1 2 1 3 3 3 4 26.75 36.11

40 GeoBlogging 4 6 5 3 3 1 4 5 3 2 7 4 8 40.74 63.89

41LiveCasting: Whatever you’re doing is shared with thousands

6 7 6 3 4 2 6 3 3 1 6 4 6 44.44 55.56

42 Networked 5 8 4 2 3 5 4 3 4 3 8 2 8 44.03 55.56

43Where you at? Constant status updater so you can let your buddies know where you are

6 5 7 1 3 3 3 5 2 4 6 6 9 46.09 75.00

44 Telematics in sports equipment 3 4 4 1 2 1 2 5 1 6 8 5 8 36.63 72.22

45 Platform for league generation 4 4 2 4 1 1 3 6 1 4 8 8 8 36.63 88.89

46 Shared virtual personal assistant 2 3 1 5 1 1 1 1 3 3 3 4 8 22.22 52.78

47 Support network for training 2 1 1 4 1 1 2 5 1 3 5 6 8 25.93 69.44

48 Zonetag—captures where you are 4 2 5 3 2 1 3 4 2 1 5 3 8 31.28 52.78

49Use GPS know, when you’ve come home, to replay where you’ve been.

2 2 2 5 2 2 2 3 1 6 4 4 8 32.10 55.56

50 Virtual personal trainer. 1 2 1 1 3 1 1 6 1 3 5 6 8 25.10 69.44

51 Helmet-cams (for skiers) 4 2 6 3 2 2 4 5 2 4 6 3 7 41.15 52.78

52 Kendo in your living room with others 5 5 2 2 4 1 4 6 5 3 4 4 5 42.39 47.22

53 Geo-aware helmet-cam 1 3 6 3 2 1 4 5 2 4 6 3 6 37.45 50.00

54Real world performance gives virtual-world credit (eg: pedometer gives you points in a game)

3 4 4 2 2 1 4 6 3 4 3 3 4 39.92 36.11

55 Nike gear for contribution 1 1 3 1 1 1 1 5 1 5 7 4 8 26.75 63.89

56 Bonjour for mobile 4 6 7 3 2 3 3 2 3 2 8 3 9 37.86 63.89

57 Nike gear for participation 4 2 3 1 1 3 1 5 1 4 7 3 8 31.28 58.33

58Automatic soundtrack generated from what you’re doing in real life

5 2 2 3 4 8 5 3 5 4 5 5 5 44.44 55.56

59 Shoes congratulate you when you finish working out 1 1 3 1 1 2 1 4 1 5 3 2 9 25.93 44.44

60 Clothing that reveals what you’re listening to 4 3 3 3 3 1 5 1 3 3 4 4 6 32.10 50.00

61 Trivial pursuit frisbee 5 1 4 1 4 1 1 6 2 4 7 7 7 36.21 77.78

62 Friend-sensing clothes 7 5 6 1 3 3 3 1 1 4 4 5 7 38.68 58.33

63 Submit your exercise 3 3 2 1 2 1 5 5 1 5 4 2 8 35.39 44.44

64 DDR “zoolander” dance-off. 7 5 2 2 4 3 8 7 3 5 8 4 9 54.73 69.44

65 Network play with virtual audience (that can heckle) 5 6 3 1 5 1 6 1 4 3 7 4 8 37.86 63.89

66 Tribute events 5 4 1 1 5 5 3 1 6 5 7 7 8 38.27 80.56

67 Massively multiplayer narrative 5 7 3 3 7 3 9 1 9 3 5 6 7 51.44 66.67

68 Virtual “he shoots, he scores”—kinda lick 3 2 4 1 2 4 1 3 2 2 4 2 5 27.16 36.11


evaluation / point concepts mapped

Concept Viability

User Value

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concept mappingtaking these scores, we mapped each point concept in terms of viability based on user and business value. we thought this might give us some idea of where to start creating our systems.


system DNA / creative.collective

Concept Viability

User Value

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Multimedia contests

Social Network

MotionGrabz

creative.collectivewe took a suite of point concepts that fit well together to create systems level concepts. we dubbed this the system “DNA” and generated three separate system level concepts. this particular DNA represents a concept known as creative collective.


system concept / creative.collective

creative.collective

creative.collective creative.collective

aaaa

create & edityour media at home or in c� ’s studio space.

upload your media to the c� network.

your media is peer reviewed like American Idol with a heavy dose of social networking.

media is available in various media formats.

MTV hands out awards to the best rated.

creative.collectiveis a virtual and physical space aimed at tweens - teens built by MTV Viacom Group. The venture looks to capitalize on tween’s growing savy with media creation combined with social networking and self-celebrity trends.


concept evaluation / nike leaguemaster

Concept Viability

User Value

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leaguemasterwe took a suite of point concepts that fit well together to create systems level concepts. we dubbed this the system “DNA” and generated three separate system level concepts. this second concept was called leaguemaster.


system concept / nike leaguemaster

competition management

• creation of “leagues”• frameworkes for many kinds of athletic competitions• “season” scheduling assistant, calendars, etc.• build & share your own competition “framework”

social networking

• social filtering: private, family, friend type, public• karma points for involvement and getting well rated• allows for quick “pick-up game” activities• allows for finding others with similar interests

media enabling

• build “your” team and league site• livecasting from events via phone or Wi-Fi• video, audio, photos, blogging, etc.• hooked up with ESPN broadcaster school• tutorials showing how to use the tools

personalizing

• NikeID driven uniforms, shoes and other gear (see above left)• “skinning” for team and league site• pick a famous athelete or star to message you

leaguemaster leaguemaster

leaguemasteris an online venture run by Nike to enable league management and development. Tweens would be the lowest age group to be targeted and offerings would support social networking in the real and virtual world.

leaguemaster


concept evaluation / massively multiplayer narrative

Concept Viability

User Value

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SweatPoints

Multimedia Center

Social Network

mmnwe took a suite of point concepts that fit well together to create systems level concepts. we dubbed this the system “DNA” and generated three separate system level concepts. this third concept became known as massively multiplayer narrative.


system concept / massively multiplayer live

play now!

capture content in the real world...

sign up to play...

interact with your, others and PBS content online...

consume content on PBS, via the web and iPodlearn about the world in

the process...

MMLis produced by LucasArts for PBS to both entertain and teach tweens about real world issues. By developing role playing games, parts of which occur both online and in real life, it offers a compelling and active eductional experience.


creative.collective


creative.collective / one concept developed

creative.collective will provide t(w)eens who have Hollywood aspirations with compelling and integrated experiences, both virtual and real-world, inspiring them to:

learn.create.shareand author the next-generation of media.

T(w)eens live in a media saturated society, yet too many of the options available to them are

passive experiences.

past future


BrowsersLearners

Contributors

Stars

creative.collective / one concept developed

ContributorsLearners=Browsers=

Stars

past future


creative.collective / creative.cafe

creative.collective

creative.cafeis a physical space aimed at tweens - teens built by Apple Computer & Disney. These would be expansions of current and future flagship Apple stores and would only exist in major cities. The cafe would feature classes, snacks and physical networking.


musicians

creative.collective / creative.virtual

my.page creative.collective

top rated videos genrestop stars

best actors

best animators

best directors

best musicians

creative.virtualis a virtual space where tweens can publish and browse videos and animations. Creation tools and tutorials, celebrity-hosted events, social networking and peer reviews keep the space lively, engaging and valuable to content creators and viewers.


creative.collective / creative.idol

create & edit your media at home or in c� ’s studio space within Select Apple stores.

upload your media to the c� network on Quicktime.com.

your media is peer and expert reviewed like American Idol with a heavy dose of social networking. you also review other’s contributions.

media is available in various media formats through Quicktime.com and ABC.

Apple and Disney hand out awards to the best rated.

creative.idolis a process for recognizing t(w)een content creators. Expert judges combine opinions with users to rate and award selections in various cateogories in multiple medias: music, drama, comedy, sport clip, best director, editor, actor, etc.

creative.collective creative.collective

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creative.collective / a multiview roadmap

a multiview roadmapour project team considered a suite of implementation variables in building a roadmap for creative.collective. included in this roadmap, we list product and feature elements above with human resources and systems capabilities below. this plan would obviously be flexible and highly dependent on Apple’s goals.

Long TermBeachhead Near Term Mid Term

Begin Program Development

Begin Technology Development

Program Development

Celebrity RepsEducators

Real EstateIT

Store StaffStaff Trainers

Media Managers

ProductionOnline ManagersStore DesignManufacturing,Fulfillment

Human Resources

Systems

Viral LaunchProgram Refinement

Early Adopters

Sign Lonely Islandor other youth communicators

WebsiteLaunch

ProductLaunches

Marketing& Media

ClassesOnline

Cable AwardsShow Launch

NetworkDebut

Tutorials OnlineContent Managemnet & Filters

Online Editing Tools

Online Editing Tools

Curriculum development Online Training Reality ShowDevelopment

Theme Park“Movie Camp”

Studio-in-a-BoxCo-branded movie gear

Home Digital Studio

Pop-up locations

Outreach to Media Schools (for staff); other educators for student partnerships

Stores in major cities; Disney locationsSmoothies & food products

BeginResearch &New MarketPlanning

BeginLocation Scouting& Design

Pop Culture Phenomenon

Brick & MortarLocation Launch


haveagoodsummer


Entertainment & Humor

Kids And Media