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PERSONAL
RESEARCH
PROJECT
Emotion-centered
Mobile application
BY DANA EL HALABI
Tutor: Yanna Vogiazou
Coordinator: Mercè Graell
IED Master In Design Management
Barcelona, Spain 2014-2015
YUHU
3
ABSTRACT
Within our user-centric reality we have an abundance of commercial experiences at
our fateful disposal. Finding something relevant to us nowadays is more challenging
than finding a needle in a haystack. We are in a real-time, on-demand, see-thru Age of
Now. We thrive in an eco-system built on conversation, connectivity, and above all, on
community.
Extensive research helped us recognize the weight that user-emotion has on our
understanding of user needs. This crossover will ultimately lead to more significant and
more satisfying experiences.
The challenge here however, lies in the deciphering of these emotions, which differ from
one person to another.
Despite the efforts put into connecting with the consumer on an emotional level and
creating personalized services, we as users, still feel misunderstood.
In an attempt to answer to this challenge, we experimented with the work of Swiss
psychologist, Carl Gustav Jung on Archetypes where he explains how inside all human
beings are innate and universal patterns of behavior.
Our study concludes that, instead of authenticity and meaning, the people living in
Barcelona are being fed commercial and touristic experiences that do not align with
their individual nature.
The focus of this project is to go beyond the personal user’s typical preferences by
zooming in on momentary emotions. These personal moments will inspire richer and
more genuine experiences focused on the present.
We aim to develop a platform that will serve as a personal guide on your authentic city
life adventure. A service that maps your emotions into experiences.
4
TABLE OF CONTENT
Abstract	3
Acknowledgments 	 5
Executive Summary	 6
Introduction	7
Research Methodology	 8
Literature	19
Research Analysis and Synthesis	 23
Market Analysis	 30
Design Concept	 37
Concept Validation	 46
Business and Marketing Plan	 50
Operational Plan	 56
Financial Analysis	 59
Conclusion	68
Future Research	 69
Bibliography	72
Appendix	75
5
ACKNOWLEDGMENTS
This project would not have been possible without the support of many people. Many
thanks to my adviser, Yanna Vogiazou, who guided me and helped make some sense of
the confusion, and to my professor, Oriol Rodriguez, who was inspirational and of great
support. I would also like to thank our program coordinator, Merce Graell, who offered
guidance and support throughout the year.
I would also like to expand my deepest gratitude to my friends Nour A.H., Omar A.H.
and NIjad K. for their greatest support.
And finally, thanks to my classmates who endured this long process with me, always
offering valuable feedback.
6
EXECUTIVE SUMMARY
MARKET RESEARCH
•	“Emotion-sensing is the next generation of social communication” - Stephanie Tilenius,
an executive in residence at Kleiner Perkins.
•	Global demand for travel brands to develop products that are more adventurous, more
personalized, and more attuned to local culture, inspiring consumers toward a path of
self discovery. 1
BUSINESS IDEA CONCEPT
“YUHU” is a mobile application providing authentic and unique experiences - far from
being touristic - around Barcelona and based on the user’s emotions at the time of use.
These experiences are delivered on the go and are constantly being updated every week.
Part of the mobile app is turned into a sharing platform of unique experiences, where
users can follow each other, and discuss. It engages its users and invites them to
constantly upload and share events that interest them.
KEY STRATEGIES
•	 Content management:
	 -	The content needs to be innovative and relevant to the users
	 -	The content needs to be updated weekly
•	Technology software design and maintenance
•	 Building and expanding my network
•	 Customer service
•	 Launching campaign strategy
INVESTMENT
This project requires 73 450 euros
RETURN ON INVESTMENT
Based on the model developed, the return on investment is one year and nine months.
1	PEAK DMC. “The Rise of Experiential Travel.” The Rise of Experiential Travel (2014): n. pag. Skift. Peak+ Skift, 2014. Web. 2014. http://skift.com/wp-content/
uploads/2014/06/skift-peak-experiential-traveler-report1.pdf.
7
INTRODUCTION
We live in a user-centered age where user research is the focus of continuous
development of any product and service out there. When we browse the web, vast
amounts of data are being collected. Our searches and purchases are all recorded. The
web creates patterns from our interests and in return recommends subjects we might
like to investigate, products we might want to buy, places we might want to discover,
people we might want to connect with- among an endless pool of possibilities.
There are many applications that tell you where to go in a city based on facts like
distance, price, ratings, cuisine, etc. “Foursquare” for example is regarded as the top
customer oriented application as it gives you “personalized recommendations and deals
based on where you, your friends, and people with your tastes have been”.
Common sense and everyday experience imply that feelings, affects, and emotions
dominate large parts of our everyday lives and particularly our social interactions. As
humans, we might experience a roller coaster of emotions in one day and our behavior
is highly influenced by our varying emotions, so how could those patterns b accurate?
What if we could develop a service that caters to one’s variable emotions at specific
moments in time?
Contrary to existing platforms that create a somewhat general idea of who you are
and base their recommendations upon it, I would like to focus on personal momentary
emotions that go beyond the user’s usual preferences.
In this paper, we will be studying how to understand one’s momentary emotions and
how to link that to an experience in the city.
8
Research
Methodology
9
RESEARCH METHODOLOGY
AND KEY FINDINGS
PRIMARY RESEARCH
SECONDARY RESEARCH
•	Trends
•	Market and Industry Research
•	Market Growth
•	Competition
26 Surveys 5 People’s
List of Unique
Experiences
2 Co-Creation
Sessions
17 Interviews
•	 2 Experts
•	Locals
•	Expats
10
RESEARCH
Research revealed there are a number of companies that very recently have been
working on developing applications focused on analyzing user’s emotions.
To mention a few:
AFFECTIVA.
It launches a technology to bring emotion tracking to mobile apps.
“Mobile is growing exponentially,” Stephanie Tilenius, an executive in residence at
Kleiner Perkins said in an email statement. “With social networking and geo-location,
our devices are enabled to know who we are, where we are and what we’re doing.
However, these smart devices are still missing the key element to understanding human
sentiment. As technology innovators, Affectiva is creating a platform for passive and
active emotion-sensing — the next generation of social communication.”
MOODIE:
It can determine a person’s emotional state through analysis of his or her voice. It lets
a smartphone user speak a few words into the phone’s mike to produce, about 20
seconds later, an emotional analysis.
11
FACET:
Application that reads your
emotions. It can analyze
whether that person is feeling
joy, sadness, surprise, anger,
fear, disgust and contempt
or any combination of those
seven emotions by using a
simple digital camera, and
the software, developed by
California-based Emotient.
The development of this technology highlights the increased interest and the
importance of understanding human emotions for brands to perform better and for
further tailoring of their services.
12
INTERVIEWS
We then conducted interviews with expats and locals and asked them about their
relationship with Barcelona. We wanted to know how they found out about activities in
the city and what are the criteria to choosing one over another.
We were looking for a connection between their emotions and their behaviors.
During our interviews we asked about:
•	 What channels do people use to find out about new experiences?
•	 What are their pains?
•	 Do people plan?
•	 How do people discover the city?
•	 What are the factors that make one choose an event or avoid it? and why?
•	 What kind of emotions are triggered by certain environments?
•	 What is a unique experience for them? and why?
•	 What are their favorite experiences in Barcelona? and why?
•	 How are they feeling right now?
People use different channels to find out about events or places to visit. Some people
use the web while others rely on their friends, and word of mouth.
There was a common pain about the web being saturated with commercial events. The
majority of mobile applications are dedicated to touristic activities, and social media
bombards you with ads of commercial events. “I learn about new things through the
Internet but it’s the worst way because it’s all commercial. Advertising bombards you.”
All 17 interviewers stated they do not plan ahead for their weekends and prefer to “go
with the flow”. They would check their options when they had to and just decide on one.
“We always know we are going out but we don’t plan where. We just go with the flow.”
When asked about how they feel, interviewers got a bit edgy or uncomfortable.
They would answer the question with a question; “Why are you asking me how I feel?” ,
“What do you mean? why are you asking me this?”
People do not want to think of how a place or an event will make them feel later
on. Instead of thinking of the aftereffect, they take into consideration their current
13
emotional state to make a decision. “I don’t think of how I will feel afterwards…. I do
something according to how I feel now.”
When discussing about decision criteria, distance and cost seemed to be a priority,
followed by the crowd and environment. The availability of this information certainly
proved to be crucial for any future service development.
Furthermore, many of the interviewers insisted on the importance of trusting the source.
If they are to use the service, they will need to know about its provider.
“People need to build a connection with the “expert” in order to trust him.”
Through all the interviews, people insisted on wanting more authentic experiences.
Expats explained how difficult it is to get to know the real side of Barcelona instead of
the commercial image that is sold to us everywhere.
“I want to know how the people live here in an original way.
This is a touristic city so sometimes you just see the fake image of it. I want to know the
real Barcelona. What are the real people here doing? There is another life under.”
And locals spoke of how they are prisoners of their own habits.
“We always go to the same places. We don’t have to think about it. It is always a last
minute decision. We don’t need to plan. We only plan if we want to go see a DJ coming
to Barcelona and that’s very occasionally.”
“You get used to things and you know where you are going to find in a specific place.
You are very practical. I can go wherever I want and I don’t need to take a taxi.
For people here, when you get used to something it is difficult to change it.”
“I think foreigners who live here… those studying here for few years, live the city much
more than we do. Because it’s not your city and you want to know everything about it,
you just walk all over the city and you try new places. When you’ve been living in one
place for so long, you just keep doing the same things you got used to.”
“When I go out with my friends at university who are not from Barcelona, I do different
stuff. New things. It is difficult to break the rules you establish without knowing. I
sometimes get a little bored and I try to propose new plans, new places but it is very
difficult.”
“Locals need to break out from their routines…they don’t experience the city like foreigners”
14
In two interviews with experts, the need for authentic experiences was highlighted.
The experts explained how the tours they have designed were mainly attracting locals.
The trend has been shifting to new and creative ways of discovering the city in an
authentic way.
SURVEY 1
In order to gather more insights we sent out a survey with the following questions:
•	Are you a local or a newcomer*? (*A newcomer is someone who moved to Barcelona
for a short or undefined period of time)
•	 What is your gender?
•	 Which category below includes your age?
•	 How do you find out about new places in Barcelona?
•	 How do you find out about happenings / events / activities in Barcelona?
•	What is your favorite spot in Barcelona and why? Please provide us with an accurate
location
•	 What is your favorite thing to do in Barcelona?
•	When you think of discovering Barcelona, which of the following personas appeal to
you the most? (Choose as many options as you like) (Table 5 page 75)
	 - The Happy Hipster 26.67%
	 - The Relaxed Dreamer 40.00%
	 - The Fearless Adventurer 40.00%
	 - The Wicked Partyer 20.00%
	 - The Cultural Seeker 66.67%
	 - The Romantic Lover 13.33%
	 - The Visual Artist 33.33%
	 - The Sensuous Foodie 33.33%
	 - The Mellow Wonderer 20.00%
	 - The Melancholic Soul 6.67%
	 - The Deep Thinker 13.33%
	 - The Eager Artisan 6.67%
	 - The Real Swagger 6.67%
	 - Other (please specify): The artsy hippie
•	Evaluate the following statements: (Table 4 page 74)
1	 Refer to the appendices for survey results
15
	 - I choose my activity depending on how I am feeling
	 - I want new experiences
	 - I have playlists tailored to my moods
	 - I prefer to stick to the places I know
	 - Price is always very important for my decision making
	 - Distance is always very important for my decision making
Insights from the survey:
•	53% of people use Facebook to find out about places in Barcelona and 67% to find
out about events and happenings in the city.
•	94% of people ask their friends to find out about places in Barcelona and 73.3% to
find out about events and happenings in the city.
•	People tend to like to discover the city mainly through the eyes of “the cultural
seeker” (66.67%), “the relaxed dreamer” (40%) and “the fearless adventurer” (40%).
•	Contradiction: Everyone says they want new experiences but 50% chose “neither
agree nor disagree” when asked if they prefer to stick to the places they know.
•	 Price and distance play an important role in the decision-making.
CO-COREATION 1 2
Objective: How do users pair emotions and experiences? What type of experts do they
connect with the most?
We designed 3 exercises and tested it on a group of four people.
The first exercise lasted 40 minutes. We gave them a set of cards with emotions and
another set of cards with places, people and activities. We then asked each person to
choose 3 emotions and to map a journey using these cards.
- Emotions + what/where + who
There was a discussion afterwards to understand the choices they had made.
This exercise was conducted to understand people’s interests and what emotions they
relate to each scenario.
The second exercise lasted 35 minutes. We gave the group a set of characters (same
as the ones in the survey) and another set of cards representing activities and places in
2	 Refer to the appendices for the documentation of the co creation
16
Barcelona. We asked them to choose 4 characters as a group and to associate each of
the character with places / activities. For the discussion we wanted to know how would
one be feeling in order to choose a particular character.
The third exercise lasted 20 minutes. We gave each individual a set of features and
criteria and requested that they choose the ones they would want to have in a mobile
application.
The cocreation revealed that people don’t make decisions based on the end goal.
“I don’t think of how i will feel afterwards…. I do something according to how i feel now.”
We also noticed that people use similar type of emotions for the same type of images.
But during the discussions they interpreted their emotions differently .
What I would like to do when I’m frustrated or happy is different from what you would do.
And the way I see happiness is also different than how you see it.
So how could a technology understand human differences and be accurate with its
results? This got us thinking that relying on technology only would not be the answer.
We also realized that the list of characters we were proposing was too long and created
some confusion. If we were going to use all of them on the service platform, it would be
a pain for the users. People want something quick and easy to use. They do not want to
go through an extensive list to get what they want.
We needed to find a way to group these characters without compromising the relation
between emotions and behavior. Therefore, we extended our research to the archetypes
and we looked into the Swiss psychologist’s work, Carl Gustav Jung.
ARCHETYPES
According to Jung, “Inside all human beings are innate and universal patterns of
behavior. We can recognize these patterns frequently in literature and myth.”
His theory defines 12 archetypes, which symbolize basic human motivations. Archetypes
represent fundamental human motifs of our experience as we evolved; consequentially,
they evoke deep emotions.
Jung then divides them into three sets of four, namely Ego, Soul and Self.
Based on Jung’s theory, we developed this preliminary map to observe and detect any
patterns.
17
THE EGO
JUNG ARCHETYPES
The Innocent
• The Romantic
• The Dreamer
The Orphan
• The Good Old Boy
The Hero
• The Courages
The Caregiver
• The Saint
• The Loving
• The Helper
The Jester
• The Joker
• The Playful
The Sage
• The Expert
• The Scholar
• The Detective
• The Thinker
• The Contemplative
The Magician
• The Visionary
• The Inventor
The Ruler
• The Boss
• The Aristocrat
The Explorer
• The Seeker
• The Iconoclast
• The Wanderer
The Rebel
• The Revolutionary
• The Wild Man
• The Iconoclast
The Lover
• The Sensualist
• The Enthusiast
• The Passionate
The Creator
• The Artist / Musician
• The Dreamer
• The Inventor / Innovator
THE SELF THE SOUL
Based on Jung’s archetypes, we needed to reconsider our characters. So we had
a second co-creation to test how users would group archetypes.
CO-COREATION 2 3
Objective: Understand how users group different profiles, and what type of experiences
do they attribute to each. What are the patterns emerging and the preferences of users?
We designed three exercises and tested it on a group of four people.
First step, we gave each person a pile of profiles and asked to group them into sets,
3	 Refer to the appendices for the documentation of the co creation
18
then label each set and rate them by order of preference. After discussing their choices
we moved to step 2 where we gave each person a set of cards representing different
places and activities. We then asked them to match them with their previous labels.
The exercise and the discussion revealed that people have a similar pairing of characters
and though they may label their emotions differently, the content of the sets were more
or less similar. Also, the characters which appealed to most were “the dreamer” and “the
cultural seeker”.
From this exercise, we were able to narrow our final characters to three experts.
Refer to table 8 on page 86 to see the results of the groupings.
19
Literature
20
LITERATURE
In today’s competitive world, businesses are expected to deliver meaningful experiences
to their customers in order to grow their value.
A brand must have a purpose. It must be intended to make some difference in people’s
lives. It must provide something consumers want or need.
We live in a user-centered age and businesses need to constantly tailor their services to
cater to their customers’ personal needs.
To do so, businesses are using different methods to gather more data about their
consumers. One of those ways is through websites cookies.
A cookie is a small file which is sent to your browser and stored on your computer’s
hard disc and helps companies understand and track your use of the site and where it
can improve the information and services provided. Cookies are “used by companies
that collect, store and share bits of information about your Online activities to track
your behavior across sites. Cookies also can be used to customize your browsing
experience, or to deliver ads targeted to you.” 1
In the broadest sense, sites can store user preferences and businesses retrieve this
data and analyze it to better understand the user and his needs. What happens is that
businesses are building an idea of your personality and your usual preferences over time.
The data gathered is about what you eat, what you shop, what you read, what you
watch, etc. It is taking into consideration your final actions. We ask ourselves, what
about the reasons behind your actions? What initiated each specific action? How can
we truly predict your needs if we do not know what prompted them?
As humans, our actions are affected by our emotions resulting from an event.
We experience an event  emotions emerge  we react (our behavior)
Behaviors are then the result of our emotional status.
1	https://www.onguardonline.gov/articles/0042-cookies-leaving-trail-web
21
Scherer discusses behavioral impact and states: “Emotions prepare adaptive action
tendencies and their motivational underpinnings. In this sense they have a strong effect
on emotion- consequent behavior, often interrupting ongoing behavior sequences
and generating new goals and plans. In addition, the motor expression component
of emotion has a strong impact on communication which may also have important
consequences for social interaction.” 2
Considerable research has demonstrated that an individual’s mood can affect the types
of decisions he or she will make. Mood affects an individual’s thoughts, attributions, and
expectations, which, in turn, influence that individual’s decisions.
“Since humans are terrible at thinking about the future, they make lots of decisions
on the basis of how they feel, here and now, rather than how they’re likely to feel
in the future. Moods, despite their short lifespans, shape a person’s attention, his
entertainment, and his choices.” 3
Moods can also determine the sort of products that a person finds interesting. A recent
study in the Journal of Consumer Psychology investigated how feelings affect consumer
choice. There are two main flavors of happiness, the researchers said: a present-based
happiness, which feels like calmness, and a future-based happiness, which feels like
excitement.
Consumers want to be happy, and marketers are increasingly trying to appeal to
consumers’ pursuit of happiness. However, the result of six studies reveal that what
happiness means varies, and consumers’ choices reflect those differences. In some
cases, happiness is defined as feeling excited, and in other cases, happiness is defined
as feeling calm. The type of happiness pursued is determined by one’s temporal focus,
such that individuals tend to choose more exciting options when focused on the future,
and more calming options when focused on the present moment. These results suggest
that the definition of happiness, and consumers’ resulting choices, are dynamic and
malleable. 4
That being said, one’s decisions when they state they are happy are therefore different
than another.
According to Epstein, assessments based on the emotional system tend to be more holistic. 5
2	Scherer, K. R. “What Are Emotions? And How Can They Be Measured?” Social Science Information 44.4 (2005): 695-729. Trends and Developments:
Research on Emotions. Web. http://lep.unige.ch/system/files/biblio/2005_Scherer_SSI.pdf
3	Thompson, Derek. “How Consumers’ Moods Drive Decisions.” The Atlantic. Atlantic Media Company, 02 Oct. 2014. Web. Mar. 2014. http://www.theatlantic.
com/business/archive/2014/10/how-companies-try-to-sell-happiness/380986/.
4	Mogilner, Cassie, Jennifer Aaker, and Sepandar D. Kamvar. “How Happiness Affects Choice.” Journal of Consumer Research 39.2 (2012): 429-43. Chicago
Journals. The University of Chicago Press, Aug. 2012. Web. 2014. http://www.wharton.upenn.edu/bakerretail/files/Cassie_Mogilner_Paper_2.pdf.
5	 Epstein, Seymour (1994), “Integration of the Cognitive and the Psychodynamic Unconscious,” American Psychologist, 49, 709–24.
22
Research by Leonard Lee and On Amir demonstrates that the predictability of behavior
relies more on emotion than what common conceptions of decision-making might
suggest. “The results imply that preference consistency is greatly benefited by affective
responses.” 6
On a second note, according to the study “The effect of mood on decision-making: A
role for personal experience” by Kimberly Rose Bolen, personal experience influences
our reactions and decisions. 7
We could then argue that since each of us is molded by our own personal experiences,
then our decisions shall be as well. Hence, it would be difficult for someone else to
predict all our decisions.
So if our decisions are influenced by our moods and our emotions, which are variables,
as well as our experiences, how are we then to predict the user’s needs?
Cookies can help a website to arrange content to match your preferred interests more
quickly. Therefore, cookies create patterns of our Online behavior and propose results
accordingly. As a person has irregular set of behaviors, we could argue the accuracy of
the results.
Cookies are helpful and are important but the equation is somewhat faulty.
Our behaviors are surely affected by our emotions and our moods. The latter are
fluctuating and ephemeral. How to understand them in real time and act upon them?
In the following research we shall refer to them as momentary emotions.
Momentary emotion because they are moods, feelings, and emotions emerging at a
specific moment in time and for a short period, shaping our behavior and decision-making.
In conclusion, understanding emotions brings us a step closer to understanding one’s
behavior and thus proposing complementing experiences. As mentioned earlier, each
person lives different experiences everyday making each one of us unique in some way.
This leads to stating that my happiness is different than yours and what I decide to do
when I am happy is also different than you. So how could we gather all these variables
and find a way to propose experiences based on momentary emotions?
6	Lee, Leonard, On Amir, and Dan Ariely. “In Search of Homo Economicus: Cognitive Noise and the Role of Emotion in Preference Consistency.” Journal of
Consumer Research 36.2 (2009): 173-87. Columbia University. 2009. Web. 2014. https://www0.gsb.columbia.edu/mygsb/faculty/research/pubfiles/3803/
lee_search.pdf.
7	Bolen, Kimberly Rose. “THE EFFECT OF MOOD ON DECISION-MAKING: A ROLE FOR PERSONAL EXPERIENCE.” (n.d.): n. pag. Libres.uncg. University of
North Carolina Wilmington, 2007. Web. 2014. http://libres.uncg.edu/ir/uncw/f/bolenk2007-1.pdf.
23
Research Analysis
 Synthesis
24
To understand emotions is key.
We have seen so far the importance of emotions on decision making.
Our primary research revealed how people are in search for relevant information and
for authenticity. People have less time on their hands, which makes every piece of
information targeting them in need to be personal and answering one of their demands.
TRENDS
We are in a world of super personalization.
Successful companies sell through emotions rather than features of a product. They
connect with their audience on an emotional level, which creates a stronger bond.
The cultural shifts we are witnessing show a move towards the wholehearted and
intense. People want all aspects of their lives to be rich and full.
All the above explains how the trend has been moving towards telepathic technology.
“Thanks to the rise of brain-computer interfaces and emotion recognition technology,
brands are getting more adept at understanding consumers’ minds and moods, and
reacting accordingly in a very personalized way.”
People are looking for immersive experiences.
“Entertainment, narratives and brand experiences will become more immersive and
altogether more enveloping in a bid to capture consumers’ imagination and attention.”
Brands are working on engaging their audience effectively. The American gym Equinox
developed a great example of immersive experience. It is “an immersive studio
cycling experience that uses groundbreaking gaming and data visualization to drive
competition and inspire peak performance.”1
In a parallel direction, we find people searching for ways to “escape”. They want to get
away from the heaviness of their daily responsibilities even if it were for a slight period.
They are attracted to brands which bring out the child in them, brands that draw a
hopeful and playful world.
“In a world of austerity and grown up responsibility, we are seeing the increasing desire
to let go, to let loose and indulge in childlike freedom or sheer hedonistic joy.”2
1	JWT. “10 Trends That Will Shape Our World in 2014 and beyond.” JWT Blog. J. Walter Thompson, 2013. Web. 2014. http://www.jwt.com/blog/consumer_
insights/10-trends-that-will-shape-our-world-in-2014-and-beyond/#sthash.KWqE7feR.dpuf.
2	“Six Trends That Will Shape Consumer Behavior This Year.” Forbes. Forbes Magazine, 2014. Web. 2014. http://www.forbes.com/sites/
onmarketing/2014/02/04/six-trends-that-will-shape-consumer-behavior-this-year/.
25
Escape doesn’t exclude mindfulness. Though people want to let go, they still expect
brands to deliver meaningful services and to add value to their lives. “In a world full of
buzz and surface interactions, people are seeking more depth and meaning. Leisure is
becoming as much about self-development as pleasure-seeking, and there is a growing
sense of earnestness, consideration and thoughtfulness.” People are looking for brands
that focus on advancing social progress rather than only achieving commercial success.
People are requesting a holistic experience and they expect a lot from brands. They
also want to feel as part of the brand itself. They want to participate and co–create.
According to a study by Wolff Olins, “the new role of brand is to create relationships
of fair exchange, where consumers and companies meet as equals, where each
contributes, where everyone gains.”3
It is no longer about broadcasting information, but it is about sharing, discussing and
building together. Companies need to focus on enlisting their customers.
The study also states that we need to “let people do things on their terms, in their time:
total convenience to create the experience they want.” Different people in different
moods want different things.
In summary, the global trend has shifted towards emotions. The focus is on super
personalization, mindfulness, telepathic technology, escape, and immersive experience.
We find these trends to apply in all industries, including tourism.
There is a global demand for travel brands to develop products that are more
adventurous, more personalized, and more attuned to local culture, inspiring consumers
toward a path of self-discovery. 4
On one hand, as technology has been advancing with our fast paste lives, people are
requesting specific, significant and immediate information to be delivered to them.
We now rely on Online platforms to provide us with the necessities. For example, how
many of us still use the yellow pages (print) to choose a restaurant? Over 40 million
users worldwide rely on mobile applications such as Foursquare or Yelp to search for
a place with certain qualifications. Why? They are fast, on the go, customized and
transparent through the feedback provided by the community of users.
3	 “Game Changers.” Game Changers. Wolff Olins and Flamingo, 2012. Web. 2014. http://gamechangers.wolffolins.com/#sthash.JhwKQW6G.dpuf.
4	PEAK DMC. “The Rise of Experiential Travel.” The Rise of Experiential Travel (2014): n. pag. Skift. Peak+ Skift, 2014. Web. 2014. http://skift.com/wp-content/
uploads/2014/06/skift-peak-experiential-traveler-report1.pdf.
26
In fact, the UNCTAD registered an increase to 45% of the population in Barcelona to be
connected to social media (2013)
On the other hand, we notice a worldwide move towards responsible tourism as people
are becoming more aware of their social environment and expecting brands to bring
value to their lives.
In Barcelona, there is a growing trend where locals offer touristic services to discover
the city in a more authentic way by building a community and helping each other.
In an interview with the founder of Authenticity, Elena Rodriguez discusses the growing
need for authentic local guides. “There is a growing need for authentic local guides”
She explains how her project is about connecting tourists with social problems.
However, this is a tricky matter, as she needs to protect the social structure by not
having tourists all the time. “We have a massive tourism industry and it’s a problem
in itself. They are all concentrated in some areas. There is little support to the local
economy or initiatives that are doing Good. A lot have lost their governmental funding.
Example a foundation of surfers, which used to clean the beach on the weekends have
lost the money they used to receive. These kind of initiatives that are supporting the city
and helping with the social problems are gone.”
The issues communicated by Elena, have been circulating the media. The Locals
newsletter writes, “There is a growing undercurrent of opinion that Barcelona could be
becoming ‘the new Venice’, a city so overrun by visitors that it is losing its soul.” 5
The
Guardian writes “Mass tourism can kill a city”
“Tourism has been a major driving force in Barcelona’s growth and it is a transversal
source of wealth that generates profits for other sectors” says Sònia Recasens, Second
Deputy Mayor of Barcelona and Vice-president of Turisme de Barcelona. In fact,
according to Tourisme de Barcelona, the annual total of tourists staying in the city’s
hotels has risen from 2.45 million in 1993 to 7.44 million in 2012. This boom in tourism
has created many problems. Joan Callís, the director of travel firm Barcelona Guide
Bureau tells The Local “Investors have been snapping up whole apartment blocks and
kicking out the locals, many of whom are elderly.” 5
The Co Founder of Authenticitys also stated that though there is “big amount of money
in the tourism sector but very little goes down to the local economy.”
5	Mills, George. “Is Tourism Destroying Barcelona?” The Local. The Local, 26 Aug. 2014. Web. 2014. http://www.thelocal.es/20140826/is-tourism-ruining-
barcelona-spain-new-venice-airbnb.
27
“Culture and authenticity is becoming increasingly difficult to experience, since many
locals have been pushed out of the downtown tourist area.”
Tourism is affecting society negatively; It is concentrated in specific areas; Money is
unequally distributed; “The neighborhoods that don’t enjoy the benefits of tourism want
more (visitors), while the busy parts of town want less”
Based on these observations, there have been many local initiatives to bring back some
kind of balance.
“Hidden City Tours is a local, innovative startup here in Barcelona that is making great
strides to create jobs and give back to the local community.” 6
“Led by Founder Lisa
Grace, Hidden City Tours focuses on giving opportunity to those who have seen hard
times and are looking for a second chance to get back up on their feet. They have
created a simple algorithm to utilize Barcelona’s overwhelmingly strong tourism market
to employ local residents of the city and provide a unique, quality service to their
customers.” The social enterprise recruits homeless people to guide the tours. It aims to
utilize the tourism boom to decrease unemployment in Spain.
Though the initial target were the tourists, these initiatives discovered that they’ve been
attracting locals even more. It seems that locals were more interested in discovering
their own city from a more genuine perspective. “We were targeting tourists but ended
up attracting locals mainly” Elena, Co Founder of Authenticitys
On a similar wavelength, Insolitbarcelona is an initiative that proposes unusual itineraries
to discover Barcelona’s exceptional spots. It aims to discover hidden spaces that are
often unknown by locals themselves, and to understand the history of the city. They
target mainly locals who want to discover their city; and their tours are for small groups,
usually the retired people who have time on their hands.
6	Mackin, Jarrett. “Better Know A Barcelona Startup: Hidden City Tours (@hiddencitytours).” Barcinno. Barcelona Tech, Startups and Innovation, 2014. Web.
2014. http://www.barcinno.com/better-know-barcelona-startup-hidden-city-tours/.
28
TARGET SEGMENTATION
Based on what we have been researching, we could presume that the better target for
authentic experiences is the locals and not the tourists.
The latter in general would be happy doing the regular touristic activities such as
visiting museums, and monuments; they will enjoy walking in the Gothic quarter, visiting
the Sagrada Familia, or taking a wine and cava tour near Barcelona. All this is new to
them and it’s exactly what they are looking for.
However, this doesn’t apply to those living in the city. Those want to live and breathe
the city. The city is part of them as they are part of it. They want to experience an
authentic Barcelona.
Their Barcelona is not the touristic Barcelona.
Their Barcelona is about its people. It is about community.
Elena, the co founder of Authenticity declared, “We were targeting tourists but ended
up attracting locals mainly.”
Luciana, a 26 years old local discusses in an interview the need for locals to do new
things in their city.
“Locals need to break out of their routines...They don’t experience the city like
foreigners.”
She explains how she is somewhat bored of doing the same things and that she
always feels like trying new activities but she doesn’t want to go through the hassle of
searching for them. She also adds that she doesn’t plan and this is one of the reasons
she usually sticks to places close by.
According to Luciana, “foreigners who live here… those studying here for few years,
live the city much more than we do. Because it’s not your city and you want to know
everything about it, you just walk all over the city and you try new places. When you’ve
been living in one place for so long, you just keep doing the same things you got used
to.”
Her assumptions were verified in several interviews with expats.
Pablo, a 36-year-old Columbian living in Barcelona states: “I want to go deeper in what
Barcelona is. I want to know how people live here in an original way. Most of the time
you just see the fake image of Barcelona. I want to see the real thing.”
Pamela, 32 years old Lebanese studying in Barcelona says: “I want to live the real
29
authentic Catalan life. You need to know a local here to tell you where to go. The
Internet is misleading. I rely on people’s experiences, word of mouth”
Mariana, 26 years old from Brazil and living in Barcelona also expressed the pains of
finding authentic experiences in the city. “Everything on the Internet is commercial. I
have to walk to find something close to what I want.”
This is a sample of many interviews with expats attesting the constant search for
bonding with the city they live in and experiencing it in a more authentic way. They are
all looking to live its uniqueness.
We conclude that locals are interested in new experiences in their city; they are even
more interested in helping their community.
Expats want to make the best out of their experience and hence, want to immerse
themselves in what the city has to offer. They are always ready for spontaneous and
unusual activities.
SEGMENTATION
•	Expats
Age 20-45
These expats are mainly foreign students and employees who
moved to Barcelona for a medium to long term stay
•	Locals
Age 20-45
30
Market
Analysis
31
1	“Departament D’Estadística.” Departament D’Estadística. Ajuntament De Barcelona. Ajuntament De Barcelona, n.d. Web. http://www.bcn.cat/estadistica/angles/.
2	United Nations. Investing in the SDGs: An Action Plan. N.p.: UNCTAD, n.d. UNITED NATIONS CONFERENCE ON TRADE AND DEVELOPMENT. UNCTAD. Web.
http://unctad.org/en/PublicationsLibrary/wir2014_en.pdf.
3 	 http://estadistica.bcn.cat/?Id_idioma=5
4	http://www.bcn.cat/estadistica/angles/dades/inf/lecpadro/lec11/part2/forana/t21.htm
5	“Barcelona Data Sheet 2013.” Barcelona Data Sheet 2013. Barcelona Activa, 21 Feb. 2014. Web. 2014. http://www.slideshare.net/barcelonactiva/barcelona-
datasheet-eng?related=1.
MARKET GROWTH
According to Barcelona census1
:
Barcelona has a population of approximately 1.7 million. Approximately 529,181 of which
are between the age of 25 and 44 years old.
Catalonia is the headquarters of more than 5,000 foreign companies, and 90% of them
are based in the Barcelona area. And according to the United Nations Conference on
Trade and Development (UNCTD), world foreign direct investment has risen 5% in the
past years (UNCTAD. World Investment Report 2011) and FDI inflows increased from 26
to 39 billion dollars between 2012 and 2013 (UNCTAD, World Investment Report 2014)2
,
resulting in more foreigners moving to the city for work. This explains the increase
of 15.5 %3
of the foreign population in almost a decade. Based on statistics, there are
around half a million of expats in Barcelona4
(485,262 to be more precise)
Moreover, Catalonia is a world-renowned higher education hub with 445 official Masters
courses. It is an attraction for many students around the world. According to the
department of statistics of Barcelona City Council and statistical institute of Catalonia,
the state of Catalonia has around 242000 university students.5
Approximately 219,058
of which are foreign students in Barcelona. The number of students is growing 8% annually.
17.4%.
1.9%
2000 2013
Foreign population in Barcelona
Number of students
growth is 8% annually
Catalonia is the
headquarters of more than
5,000 foreign companies,
and 90% of them are based
in the Barcelona area.
32
As the number of foreigners moving to Barcelona keeps increasing, we could state that
this is a growing market to invest in.
COMPETITIVE ANALYSIS
In order to have a unique and competitive product, we need to evaluate what is already
on the market.
We have analyzed services that enable the user to discover the city they live in.
Time Out
Time Out is an international guide that is customized to each city. Its popularity helps its
reputation as a trustworthy source.
The service is provided through different platforms making it accessible at all times. It is
available in print (magazine) and Online (website and mobile application)
It has a vast database of events, films, restaurants and pubs.
The information is categorized but there is no personalization. The tone of voice is cold
and technical.
The mobile app is more of a directory then a friendly and fun guide to the city.
Filtering is limited and the information is not customized to the user.
It is a static app which fails to engage its users.
Triposo
Triposo is a company offering mini guides for different cities around the world. It
functions through a website and a mobile application. The service offers activities and
experiences around the city. However, they are typical touristic ones and they need to
be booked in advance.
The target is clearly the tourist visiting for few days. Although the app is free to
download, the activities are paid for.
Recently, Triposo introduced a community aspect to the app where travelers can share
their experiences to inspire others.
33
Foursquare
The mobile app is a location-based social network. It is for explorers who want to know
about the best spots, and to share what they’ve found with others.
By taking into account the places a user goes, the things they have told the app that
they like, and the other users whose advice they trust, Foursquare aims to provide
personalized recommendations of the best places to go around a user’s current
location.
It provides the user with choices about restaurants, nightlife and stores (still limited).
The platform takes into account the user’s usual preferences. There is no mention to
their current moods and their emotional states.
Foursquare is a good database for restaurants but it does not propose activities and
experiences.
Spotted by Locals
A mobile and Online city guide with up-to-date tips by locals in 56 cities in Europe 
North America. The Spotters (locals) write only about their favorite spots.
Their audience is young (mostly 20-40), experienced travelers, earn more than average,
and have an extensive knowledge of the Internet. They are very curious and open – they
like to try new things, and try to stay away from the “obvious”.
For its revenue model, the application is supported by a blog where businesses can
promote their products and services through banners.
The service provides the user with places to visit including the basic information such
as address, phone number, website, opening hours, as well as a description about the
history or the story of the recommended place.
And to build some kind of trust, the user is able to check the biography of the poster.
However, the service is not very user friendly as there are too many steps to get the
application functioning. It lacks filtering and therefore personalization. The articles are
too long to read and there is no room to post or read feedback.
This service lacks customization and transparency. It is broadcasting information and
not engaging its users.
34
EMOTIONAL
PRAGMATIC
POPULAR /
TOURISTIC
UNIQUE /
ALTERNATIVE
Trip 4 Real
Trip4Real provides unconventional tourist activities through its website,
They are city experiences created by locals.
They are paid for and need to be booked in advance. The price of these activities vary
between ¤15 per person to over ¤1000.
The service aims to “help create a community where travelers find not only more
economic alternatives to the traditional touristic programs, but to also contribute
towards creating micro-entrepreneurs that can make their passion their lifestyle.”
(NATURE OF EXPERIENCE | COMMUNICATION)
Figure 5: Competitive analysis: Evaluating the different services in the market based on
the nature of their activities and the way they communicate.
35
OPPORTUNITY
The opportunity is to have a platform that delivers a unique and authentic experience in
real time while focusing on the emotions.
A service which makes its users feel they are part of it. A service that gives back to the
community.
This platform needs to be easily accessible at all times.
EMOTIONAL
PRAGMATIC
POPULAR /
TOURISTIC
UNIQUE /
ALTERNATIVE
Figure 6: The opportunity: Revealing the opportunity characteristics compared to the
different services in the market.
36
PlatformFoursquareTimeoutSpottedbylocalsTriposoFacebookLonelyplanetTrip4realSpotify
ChannelMobileappMobileapp+printWeb+mobileappMobileappWeb+mobileappWeb+mobileappWebsiteWeb+mobileapp
ToneofvoiceAbittechnicalIndifferent/technicalFriendlyVeryfriendlyTechnicalFriendlyFriendlyFriendly
TargetEveryoneEveryone
Locals+expats+
tourists
Locals+expats+
tourists
EveryoneExpats+tourists
Locals+expats+
tourists
Musiclovers
FiltersGenericArea/cuisine/priceNo
Ratingdistance/mini
guides
GenericGeneric
Price/duration/
people/area
Mood/trends/
others...
CategoriesYesYesYesYesYesYesYesYes
DistanceYesYesYesYesNoNoNoN/a
MapYesYesYesYesYesYesNoN/a
PriceYesYesYesNoSometimesYesYesN/a
RatingYes
Timeoutratingand
notalways
NoYesYesYesYesNo
ReviewsYesNoNoYesYesNoYesNo
EditorialNoYesYesYesOnfacebookpageYesYesNo
PicturesYesOneOnepictureYesYesNoYesYes
SharingYesYesYesYesYesYesYesYes
SavingYesNoNoYesYesNoNoYes
SearchYesYesNoYesYesYesYesYes
PersonalprofileYesNoNoYesYes(fb)NoNoYes
RecommendationsYesYesNoYesNoNo(app)NoYes
DownloadfeeNoNoYesNoNoYesNo
No-basic
Yes-premium
AdsYesNoNoNoYesNoNoYes
Sources/
partnership
Twitter,google+,
fb,meetup,flickr
BarcelonaculturaCityguides
Yelp,instagram,open-
streetmap,fb
Paypal,yelp,trip
advisor
Figure 7: Comparison table: Evaluating the different services in the market based
different characteristics
37
Design
Concept
38
YUHU is a mobile application that matches your momentary emotions on the go with
interesting things happening around Barcelona. An experience could be as simple and
intriguing as watching a graffiti artist painting a mural, or music students rehearsing
somewhere at the park, and a theatre improvisation session at a club.
The experiences are activities which are not common to find Online or in magazines.
They are usually not advertised for; and if they are, it would usually happen through
word of mouth.
Part of the mobile app is turned into a sharing platform of unique experiences, where
users can follow each other, and discuss. It engages its users and invites them to
constantly upload and share events that interest them.
DESIGN PRINCIPLES
Building on all the insights we have found, the service needs to respond the following
design principles:
•	Fast in opposition to higher complexity. Introducing a system of filtering information to
get less options which are more specific.
•	Unique experiences in opposition to commercial
•	 Local experiences in opposition to touristic
•	Dynamic guide info in opposition to directory guide
•	 Constantly updated in opposition to “static”
•	Momentary emotions in opposition to usual preferences 	
VALUE PROPOSITION
A mobile application pairing your momentary emotions with unique Barcelona
experiences on the go.
MISSION
We want to inspire people living in Barcelona through the unique and authentic
experiences the city has to offer.
39
VISION
We want to live and feel the city we are in. We want to inspire people, empower local
businesses and boost visibility for local talents. We want to create an ecosystem where
people exchange and contribute to the growth of the community.
BENEFITS
Functional: Accessible. Fast. Easy. On the go!
Emotional: “I am fun, free and spontaneous!” → Escape and enjoyment
Social: I am part of the community and I am contributing to its growth. I am also in the know
of the happenings around the city.
REASONS TO BELIEVE
Super-Personalization: Two layers of customization
The Experts: Specific personalities translating specific moods.
The Ecosystem: We are part of a community
Transparency: Open platform for reviews/feedback
Momentary: Instant communication; Momentary suggestions based on proximity which
enables instant feedback.
The brand experience is delivered through experts which have specific personalities and
translate specific moods. The user molds his experience depending on the expert he
related to at the moment of use.
The service doesn’t identify itself as a sole operator, but part of an ecosystem. We think
less about selling to people, more about enlisting them.
The service translates trust and confidence through its tone of voice. We focus on the
user  his needs and we tailor our services accordingly.
We provide a transparent platform, where users can give feedback and share their
opinions about the service.
We offer instantaneous suggestions with proximity for instant feedback.
It is personalized to you in a fun  light way. It is easy and accessible at all times.
The brand believes in community growth  poking fun to draw attention to the joys of
everyday life.
40
SIGNATURE
The Name:
The name builds on the humor of calling someone to grab their attention “yooohoooooo!!!”.
It also plays on the “who you are” / “who are you?” emphasizing on the concept of
identifying with an expert and getting into their shoes.
The Logo
Playful and friendly
The illustration style
Innocent but not childish
The Colors
Yellow, the color of sunshine, hope, and happiness. Studies have shown that the color
yellow relays warmth, cheerfulness, increased mental activity, increased muscle energy.
The color yellow helps activate the memory, encourage communication, enhance vision,
build confidence, and stimulate the nervous system.
THEBARCELONAEXPERIENCE
Figure 8: The logo
41
ARCHETYPE: A HYBRID OF THE INNOCENT  THE EXPLORER
We conducted an exercise to precisely validate the brand archetypes.
The brand is a hybrid the innocent and the explorer.
The Innocent
•	Defining Values: Innocence
•	Virtue: Optimism
Optimistic, pure and wholesome. We promote joy, harmony, fulfillment and life’s simple
pleasures. Ever cheerful, they embrace lightheartedness and express childlike wonder
and faith in possibilities.
The Explorer:
•	Defining Values: Discovery, independence
•	Virtue: Commitment
Adventurous and have a restless desire for discovery. We yearn for new experiences and
thrive on freedom and independence. We tend to be pioneers and innovators.
BRAND ESSENCE
Marrying emotions with the city for a cheery experience
42
BRAND CHARACTER
“Ahh! Thank you and Good Morning Barcelona!” From his roof terrace, Yuhu takes in the
warm sun, and kisses the soft breeze of the city. It’s been a good day for fishing, and
the basket lying by his feet is overflowing with new and peculiar objects. “Wahoo! What
new adventures does Barcelona have in store for us today?”
Yuhu hastens to pick up the basket of today’s catch and excitedly swooshes down the
sliding pole back home- it’s not surprising that Yuhu would much rather weigh fun
against a conventional staircase. On the landing, nothing says free spirit more than a big
spacious room devoid of walls or partitions!
Yuhu empties the basket on one side of the room. This side is neatly jam-packed with
rows and rows of knick-knacks and gadgets, and fully adorned with wallpaper of an
infinite collection of Polaroid pictures. The other side of the room is empty, with the odd
exception of many hand-sized boxes perfectly wrapped with flawless bows.
Yuhu picks up a small bronze mechanical device and rummages through his library of
collectibles. What marvelous treasures! These discoveries each hold special value to
Yuhu and to all the drifting city lovers he’s met along the way. Memento’s expressing
unforgettable adventurous and memories, a memento collection of the city of Barcelona.
Little by little, he begins picking up different memento’s and integrating them in his
bronze mechanical device.
Yuhu’s ultimate desire is to make Barcelona a magical and spontaneous discovery for
all those who set foot in it. And what better way to be greeted than with a preciously
wrapped gift? A small box carrying a big heart of carefully customized Kaleidoscopes of
the city’s colors, layers, and experiences. Each one holding individualized keys to the City,
that Yuhu hopes he would one day fish out of Barcelona and pass on to other wanderers.
43
THE EXPERTS
As research has shown, people become uncomfortable when asked about their feelings.
Therefore, instead of asking “how do you feel?” we developed a set of characters in
which the emotions are implicit. The user chooses the “expert” he or she relates to the
most according to his or her emotions at a given time.
The experts are specific personalities and translate specific moods.
The emotions are implicit in the sketch of the person. There’s no longer the need to label
the feelings as the user will be choosing based on the character he/she identifies with.
Now to define these experts we looked into the archetypes by Carl Gustav Jung, a Swiss
psychologist. And based on our cocreation results and surveys we narrowed it to 3 main
experts. The signature is in the visual identity and in the sketch of the “experts” (their
description and tone of voice)
•	The cultural seeker:
Don’t tease me with a glimpse of the city.
I want to get down to the root of its customs, the source
of its traditions and dig my fingers into its history! Time
for some cultural mining!
•	The fearless adventurer:
My daring spirit is thirsting for an adrenaline pumping and
heart throbbing adventure. I want to provoke my senses
and take a bold detour to the edge!
•	The curious wanderer:
I wonder what wonders I’ll come across as I wander down
unfamiliar paths! Hidden treasures of Barcelona, come out,
come out wherever you are!
44
As you open the mobile application, you can swipe to get an idea of what to expect and
how the app functions, before you decide to sign up for it.
After signing in, you get a list of experts. Each one has a description about it. Choose
the one that relates to you at the time of use.
If you press on “Reviews” you will view the feedback of other users.
As you swipe to the left, you will get the filtering parameters. Customize it according to
how you feel at this particular moment.
Figure 9: Mobile application Mock up (12 screen designs)
45
Part of the mobile app is turned into a sharing platform of unique experiences, where
users can follow each other, and discuss. It engages its users and invites them to
constantly upload and share events that interest them.
*Kindly refer to the video to better understand how the mobile application functions.
Once you have set you filters, the search will give you a limited number of results.
They are customized to you. The results can be viewed as a list and on a map.
Each has a brief description with all the necessary details (address, contact information,
etc.)
You can save the event, rate it and share it with your friends.
When you share an event it is done on the app itself. A conversation window will appear
where you and your friends can discuss the event in private.
46
Concept
Validation
47
To validate that others would use the service, we had to develop a minimum viable
product (MVP).
MOBILE APPLICATION MVP
We uploaded the design on free software1
, which turns it into a prototype. This way user
can navigate and get a feel of the experience.
Objective:
•	To validate if the users are interested in the service.
•	To know if they would pay for it
•	To get feedback on the features and navigation
Results:
•	5 out of 9 said they would pay for it
•	7 out of 9 sad they would use it
•	3 said they need to try it out for a month first before paying for it.
•	Navigation could be improved
•	It is very important to know the real identity of the experts and to check their
profiles.
•	1 person said: “I would use it whenever I have free time! Specially between meetings...
It’s quick and fun!”
•	“I like that it has a limited number of results, makes it more personal”
•	“The graphics are fun”
•	“I want to be able to rate the experts as well”
The users were able to navigate through the app., to choose the expert they related
to at the time of use and experience how the service functions. The prototype tested
revealed that the design is friendly and easy to use. It also validated the importance
to of knowing who the experts are in order to trust them. This is about building
relationships. We are not here to simply broadcast information, we are here to share and
build a community.
The tone of voice and the visual language made the experience more amusing,
reinforcing the core image of cheerfulness and joy.
1 http://www.invisionapp.com
48
LANDING PAGE
Through our research we narrowed down our experts to 3 for a first stage. We
developed their descriptions and we now needed to validate their appeal to the crowd.
Objective:
•	To validate if the users are interested in the featured experts.
•	To know which expert they relate to the most.
•	To receive suggestions for additional experts
Results:
Curious Wanderer
Cultural Seeker
Fearless Adventurer
35
11
6
52
Users in total
•	Suggestions were made:
	 - Gastronomy seeker
	 - The great escaper
The majority (35 out of 52) voted for the “curious wanderer”. It seems that people are
drawn to discover their city in a unique and unplanned way.
About 1/5 of the voters chose the “cultural seeker” and only 6 out of 52 chose the “fear-
less adventurer”. With further research we will be studying different types of experts
and comparing them.
49
Figure 10: Landing Page
50
Business
 Marketing Plan
51
BUSINESS AND MARKETING PLAN
PRODUCT POSITIONING
The concept aims to capitalize on the following market trends:
•	 The increasing propensity of people to customized services,
•	 The increasing global demand of services on the go
•	 The growing local tourism sector in Spain
•	The increasing interest of expats (new-comers) in new local experiences, and,
• 	The increasing worldwide interest in understanding consumers’ emotions.
Brand development will focus on the values and the benefits of Yuhu. (Please refer to
the design concept section)
PRICING
The service is based on a free and paid revenue models.
Freemium:
The user can download the mobile application for free providing full access with
unlimited number of searches for the first 3 months.
After this period is over, access will be limited to 3 searches per month.
We aim to insert the use of the service into their habits. Once the user realized the value
of it, they will switch to the premium version.
Premium:
Users will have full access and unlimited searches for as little as ¤1.99. This fee is paid
once.
PROMOTION / AUDIT OF BRAND ACTIVATION
There are thousands of mobile applications launched daily around the world. By
comparing the marketing plans of some successful ones, we decided to focus on
exclusivity as a means of drawing interest.
52
1	Wasserman, Todd. “This Infographic Explains What Native Advertising Is.” Mashable. Mashable Business, 13 Dec. 2012. Web. 2014. http://mashable.
com/2012/12/13/infographic-native-advertising/.
In Phase 1: Influencer marketing
Consumers trust recommendations from a third party more often than a brand itself.
We would identify, build relationships and share the private beta version with bloggers
and other influencers in the market. These are our early adopters.
Influencer, not only do they bring their audience, but they also bring their audience’s
network as well. Because of the loyalty of their audience, an influencer has the ability to
drive traffic to the mobile app, increase our social media exposure, and flat-out sell our
product through their recommendation or story about their experience.
To ensure a buzz-worthy launch, we will use invite-only access to drive momentum.
Each early adopter will be able to extend a specific number of invites to their friends,
those friends will also have a limited number of invites to grant to their friends, and so
on. It’s a process that inherently brings discussion, need and distribution.
Spotify had previously applied this strategy and succeeded enormously. It created a
powerful viral trial audience before it launched to the rest of the world. Users had to
receive an invite from a current Spotify user. Twitter, Facebook, and other social media
platforms buzzed with people looking for invitations to the service. Spotify let its
audience help market and create demand for the service organically.
To maintain the exposure, we will concentrate on native advertising1
.
*Native advertising integrates high-quality content into the organic experience of a
given platform
Facts:
•	People view native ads 53% more than banner ads.
•	 Native advertising generates up to an 82% increase in brand lift.
•	Native ads that include rich media boost conversion rates by up to 60%.
IN PHASE 2:
•	Targeting university hospitality department
Since expats are our target and Barcelona has a significant number of students coming
from abroad, we will be targeting university hospitality departments.
Students are new to the city and as we have discovered they are looking to experience
53
it from a more local and authentic way. They most of the time do not know where to
look and who to ask. Their first reference to anything is always their university. We will
therefore propose to add an editorial in their brochures to advertise the service.
•	Targeting Hostels and Real Estate
Hostels are usually for travelers visiting the city for a short period. Though they are not
our main target, we cannot exclude the fact that thee are some travelers who are not
interested in regular touristic Barcelona.
Casa Gracia, for example is not a regular hostel. They host a variety of events, including
art exhibitions. They also organize tours and excursions, always trying to connect their
customers with the local community.
Similarly, Sh Barcelona, a real estate service, tries to connect its customers with unique
treats around Barcelona through their company blog.
The idea is to be featured on these websites and blogs as well as to be present in each
room, and apartment.
•	Collaborating with local event organizers
We will set up a network of local event organizers. We are not going to target the big
and commercial ones. We are looking for originality and authenticity.
We are in search for the up coming and “unknown” local artists / brands.
•	Social Media advertising
-	Native adverts will be featured on key websites such as Mashable, LeCool,
Metropolitan, Atrapalo, etc.
	 -	 Facebook advertisement
54
BUSINESS MODEL
VALUE PROPOSITION
•	 Customization on the go
•	 Exploration of Barcelona through momentary emotions
•	 Access to local unique experiences around the city
•	Quick, easy, accessible - no need to pre-plan
KEY ACTIVITIES
•	 Gathering engaging content
•	Updating content daily or weekly
•	 Platform support
•	 Networking
•	 Signing native ads
•	 Customer service
KEY RESOURCES
•	Content gathered by the experts
•	 Event Organizers
•	 The users
KEY PARTNERS
•	 The experts
•	Sponsors
•	The users who are also feeding the app with their experiences
•	The event Organizers
•	 Local businesses
•	Influencers
•	University hospitality departments
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CUSTOMER RELATIONSHIPS
•	Personalized relationship
•	 Fun and Friendly
•	Community relationship
CHANNELS
•	 Mobile application
•	Web
CUSTOMER SEGMENTS
•	Expats and foreign students who are curious about living the local Barcelona city life.
•	Locals who are bored with their routines (they would like to have new experiences
but they don’t want to put much effort in searching for them)
Age 20-40 years
COST STRUCTURE
•	 App and web development and maintenance
•	 Apple store fees
•	 Employees salaries
•	Marketing
•	RD
REVENUE STREAMS
•	 Freemium + Premium 1.99 euro
•	 Native advertising
•	Sponsors
•	 Monetizing the database (future)
56
Operational
Plan
57
START UP PLAN
Business Plan  Funding: first 2 months from the starting point
Developing the mobile application: 3 months from the starting point
Creating a network is a constant action. We have to keep expanding our network.
Developing content will start 2 months after the starting point. The content is updated daily
so this is a continuous action.
Testing the mobile application will happen the 5th month, after we have developed the
service and gathered enough material to start testing.
At the same time we will be marketing the app.
One month after the testing it, we will lunch the Beta version to get feedback on our service
and to start promoting it.
After 6 months, we will launch the app if all the above worked positively.
58
GM
Dana El Halabi
Sales
Dana El Halabi
Claire Sturzaker
-	Negotiating the terms of
an agreement and closing
sales
-	 Relationship building
-	 Be aware of the market
-	Presenting the service in
a structured professional
way face to face.
-	Gathering content and
managing them
-	Networking
-	Gathering content and
managing them
-	Networking
-	Managing staff
-	Establishing 
accomplishing business
objectives.
-	Monitoring and
maintaining computer
systems and networks
(fixing bugs)
-	 Improving app navigation
-	Develop and manage
annual budget
-	Logistics management
-	HR
-	Finance
Expert 1
Claire Sturzaker
Operations
Dana El Halabi /
TBA
Expert 2
TBA
IT
TBA
Marketing
Dana El Halabi
-	Communicating with
target audiences and
managing customer
relationships
-	Sourcing advertising
opportunities and placing
adverts in the press
-	Sourcing and securing
sponsorship
MANAGEMENT TEAM
59
Financial
Analysis
60
BALANCE SHEET
The initial investment needed is ¤73450.
This amount will cover the development of the mobile application and its website which
cost around ¤25000. It also includes the cost of computer equipments (¤6000) and
patent fees for Europe (¤1600)
The cash left will be used for other expenses such as salaries for the first 6 months, office
rent and other miscellaneous expenses.
								
ASSETS LIABILITIES
Current Assets Accounts Payable
Cash 40850 Bank Loan 30000
Fixed Assets EQUITY
Computer 6000 Sponsors 20000
Mobile Application +
website
25000
Patent 1600 Owner’s investment 23450
TOTAL ASSETS 73450 TOTAL L+E 73450
UNIT ESTIMATION
To calculate the potential market share, we estimate to attract 5% of the population
between the age of 24 and 45 years.
Population in Barcelona 1700000 1700000 1700000
Population using social
media
766700 797368 829263
Population Barcelona
age 24-45
516886 558237 602896
Market share expected 25844 50241 90434
(Percentage of the
population 24-45)
5% 9% 15%
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COST OF SALES
For office space, we will be setting up our operation in a coworking space. We have
checked out Betahaus and Gran de Gracia Coworking and we have found that rent will
cost us around ¤3300 per year. (check appendix page 87)
We have researched different companies for servers and have found a plan with Media
Temple for $1900 for 2 years. (check appendix page 87)
As for the Apple store fees, they will charge 30% of the download price:
¤1.99 x 0.3 = ¤0.597 and a fix ¤100 for the freemium version.
2015 2016 2017
F App + Web maintenance - 2,000 2,000
F Office space 3,300 3,300 3,300
F Server 950 950 2,500
F Apple Store fees freemium 100 100 100
V Apple Store fees Premium 2,314 5,999 13,497
Total Cost of sales 6,664 12,349 21,397
PROFIT  LOSS
Our revenue stream is based on 3 methods:
•	Premium downloads
•	Sponsors
•	Native advertising
PREMIUM DOWNLOADS
The number of downloads occurring in the following table has been taken from the unit
estimation.
Based on research, we believe it is possible to convince 15% of our users in the first year
to pay for the application. Once we have secured 3.877 paid users, it is only logical that
a percentage of their friends and family to join as well.
62
If 20% the second year pay for the application, we will have 10,048 paid users.
50,241 x 0.2 = 10,048 paid users
The expected income from paid users:
10,048 x 1,99 = ¤ 19,996
For the third year, we expect an increase till 25%
90,434 x 0,25 = 22,609 paid users
The expected income from paid users:
22,609 x 1.99 = ¤ 44,991
NATIVE ADVERSTISING
Native advertising will set up our main income.
Through research we discovered the following data supporting that native advertising,
on contrary to traditional advertising can be very beneficial:
(The following statistics were taken from an article in Haffington post.1
)
•	70% of individuals want to learn about products through content rather than through
traditional advertising.
•	 People view native ads 53% more than banner ads.
•	Beeby Clark+Meyler led a native advertising campaign for GE which reached 5.1
million people and resulted in 416,000 clickthroughs - an astronomical 8% CTR.
(Click-Through-Rate)
•	Compare that to traditional display ad CTRs, which have dropped from 9% in 2000 to
0.2% in 2012.
•	32% of consumers said they would share a native ad with friends and family vs 19% for
banner ads.
•	Viewers spend nearly the same amount of time reading editorial content and native
ads - 1.2 seconds and 1 second, respectively.
•	57% of surveyed marketers measure engagement - time spent - when evaluating the
effectiveness of native ad campaigns.
•	Native advertising generates up to an 82% increase in brand lift.
•	Native ads that include rich media boost conversion rates by up to 60%.
•	Purchase intent is 53% higher with native ads.
1	Wong, Danny. “11 Surprising Stats That Demonstrate Native Advertising’s Value to Marketers.” The Huffington Post. TheHuffingtonPost.com, 5 June 2014. Web.
http://www.huffingtonpost.com/danny-wong/11-surprising-stats-that-_b_5267424.html.
63
•	57% of publishers have a dedicated editorial team to create content readers will care
about, leaving publishers in full control, not brands, which ultimately benefits readers.
•	71% of publishers received no major complaints from readers for featuring native ads
while 29% received minor backlash.
According to research from IPG media lab, native ads are viewed for the same amount
of time as editorial content and is much more likely to be shared than a banner ad (32%
versus 19% of respondents said they would do so). 1
Native ads will be featured through the app. They will appear based on proximity /
the location of the user in relation to the business or brand POS, in order to increase
visibility and probability that the user reacts to the ad. Native ads will also appear
based on the relevancy of the situation.
Example: The user checking “the cultural seeker” receives a native advert / editorial
style related to culture. The user checking “the fearless adventurer” will receive an
advert related to a sports activity for example.
Why is native adverts more successful in this context?
The user is already in a certain mood, and mindset. The app is facilitating the context
which makes it easier for the brand to emotionally connect with the user.
Investing in thoughtful, tailored content is worth it because the impact will be
significantly deeper and longer lasting.
We are offering 2 types of placements:
Native ads featured as “Tip of the week”: We will have one native ad for each expert
every week. It will appear on the experts page.
This will be a total of 3 x4 x 12 = 144 native ads per year
The first 2 years, Each “Tip of the week” is priced at ¤200 per unit.
The third year, the price increases to ¤250 per unit.
The second one, are native ads featured through the app, between results and on the
community platform. As previously explained, they appear based on relevancy.
The brands targeted have to be very relevant to the app.
1 http://www.theguardian.com/media-network-outbrain-partner-zone/native-advertising-quality-scalability
64
During the first year, 1 unit is priced at ¤3500 and we aim to sign 15 brands a year.
The expected income will be: ¤3500 x 15 = ¤52,500
The price will increase to ¤4000 the second year and ¤5000 the third year.
We expect to sell 30 units the second and third year.
SPONSORS
We will be targeting sponsors, be it local or international brands, focusing on local
community growth. We will approach companies such as Moritz, Desigual, MACBA or an
educational institution like IED or ESADE to donate ¤20,000 per year.
In return, the brand will be featured on all communication material. Also, a full screen ad
for the brand will appear each time a user opens the app. It will last for 2 seconds and
then disappear on its own. It is not a click-able ad.
SALARIES
We will be needing 4 people to get the business started.
Each will have a salary of ¤1000 per month
Therefore, our salary expenses will be a total of ¤48,000 per year.
TAXES
As taxes in Spain are very high, we have decided to register the company in Lebanon.
This way we will be paying 10% instead of 30%.
2015 2016 2017
V Number of Downloads 25,844 50,241 90,434
V Income from free downloads - - -
V Number of paid downloads 3,877 10,048 22,609
V Income from Paid Downloads 7,715 19,996 44,991
Native ad 1 (tip of the week) 28,800 28,800 36,000
V Native advertising 52,500 120,000 150,000
F Sponsor 20,000 25,000
Monetized Data Value - - -
Total Revenues 89,015 188,796 255,991
65
F App + Web maintenance - 2,000 2,000
F Office space 3,300 3,300 3,300
F VPS (Server) 950 950 2,500
F Apple Store fees freemium 100 100 100
V Apple Store fees Premium 2,314 5,999 13,497
F/V Total Cost of sales 6,664 12,349 21,397
2015 2016 2017
Gross Margin 82,350 176,447 234,594
Gross Margin % 93% 93% 92%
F RD 5,000 5,000 10,000
F Salaries 48,000 48,000 96,000
F Marketing 25,000 15,000 10,000
EBITDA 4,350 108,447 118,594
Taxes 435 10,845 11,859
Net income / Net Profit 3,915 97,603 106,734
Net income / Net Profit % 4% 52% 42%
The fixed cost is ¤77,350
CASH FLOW 	
		
- 1 2 3
Initial $ 73,450 40,850 44,765 142,368
Cash Flow in 89,015 188,796 255,991
Cash Flow out -32,600 -85,099 -91,194 -149,257
Net Cash 40,850 44,765 142,368 249,102
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NET PRESENT VALUE 	
	 	 			
- 1 2 3
NET PROFIT 3,915 97,603 106,734
NET CASH 44,765 142,368 249,102
1.070 1.145 1.225 This is the “1+i” (index)
NPV -73,450 41,837 85,250 87,127 140,763
NPV for this project is 140k
BREAKEVEN
Fixed Cost 77,350
Yearly fee
Geolocaion Native ads -
Price per Unit
3500 52500
Weekly fee Tip of the week Ad 200 28800
Paid downloads
- Price per Unit
1.99 7715
Total units to Breakeven 33.2
We need to sell 21 Geolocation Native ads and 78 Tip of the week native ads to
breakeven
RETURN ON INVESTMENT
ROI 5% 133% 145%
Return 3915 97603 106734
Investment 73450 73450 73450
67
PAYBACK
€ ¤ 73,450
1 € ¤ 3,915 € ¤ 3,915
2 € ¤ 97,603 € ¤ 101,518 € ¤ 8,133.54 8.55
3 € ¤ 106,734
€ ¤ 69,535
We will recover my investment in 1 year and 9 months.
68
CONCLUSION
Emotions affect our behaviors and decision-making. Everyday, we experience a variety
of them, making it very complex for services and brands to decipher in real time and
react accordingly.
As a way to understand these constantly changing emotions, we developed a mobile
application based on the Archetypes of Jung. Instead of asking our users how they feel,
the emotions will be implicit in the sketch of our experts. The latter would then propose
unique and authentic experiences around Barcelona based on the user’s momentary
emotions.
We aim to inspire people, empower local businesses and boost visibility for local talents.
Our studies have proved that feeling part of a community and giving back to it motivate
users to become loyal to the service. Hence, we believe that Yuhu will find a home in
enough smartphones in Barcelona and around the world to be a profitable business.
69
Further
Research
70
DATABASE VALUE: EMOTIONAL MAPPING
According to “2014 Millward Brown Digital” survey, (which polled 300 digital marketing
decision makers at Fortune 5000 companies and leading advertising agencies in the
United States:
- When asked about digital advertising branding objectives, 48% want to make an
emotional connection with consumers.
- Digital marketers identify social media ads to be the most effective digital ad formats
that meet their branding objectives.
Websites and mobile applications have been gathering and selling their data as
businesses need them to understand industry trends.
The app will therefore be collecting marketing data about users’ emotional behaviors,
trends and “traveling” habits.
The app will gather information about behavioral and emotional trends on a time scale,
across locations around Barcelona, and gender and age to further refine the results.
(What experiences appeal to users and what emotions do they elicit/induce.)
This data can be monetized by selling it to businesses for consumer insights on
emotions and behavioral trends.
For future research, we need to look into the type of companies we should be targeting.
We will also be looking into the different cities we could expand to.
71
LONDON
AMSTERDAM
BARCELONA
MILAN
PARIS
72
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APPENDICES
SURVEY RESULTS
Table 1
Table 2
Table 3
Table 4
76
•	 How do you find out about new places in Barcelona?
•	 How do you find out about happenings / events / activities in Barcelona?
•	When you think of discovering Barcelona, which of the following personas appeal to
you the most? (Choose as many options as you like)
Table 5
Table 6
Table 7
77
INTERVIEW SAMPLES
Name: Carmo
Profession: Student
Age: 36 years
Time in the city: 7 years
What have you been doing?
At the beginning everything was exciting
Last years I haven’t been doing much - home phase.
“We used to go to free things”
Notes:
She used to check local magazines to find about local experiences, and her friends who
were living in the city and had their networks.
She didn’t have Facebook back then. Now she gets her recommendations through Face-
book.
“Buchaga” were available in cafes.
“I like to search about what’s happening ‘today’ and not tomorrow or next week” which
means she doesn’t plan ahead.
Finds out about things through friend’s recommendations.
She uses Tripadvisor. ex: good Japanese around Gracia
She reads reviews, price, pictures, space
She recently downloaded Foursquare but has never used it yet.
Ideal environment: Terrace without wind and cars, with a sea view and chillout music.
Calm mind, good company. -- Relaxed, pleasant moment.
When feeling down: i went to sleep. i was very tired. When u r tired u don’t have the
patience nor the tolerance.
view from the room is very important to relax her.
-
Name: Pamela
Profession: Student
Age: 29 years
Time in the city: 4-5 months
What have you been doing?
A lot of tourism, events like electronic brunch, concerts at Palau de la Musica. i found out
about them through searching Online.
Needs: Want to live the real authentic Catalan life. You need to know a local to tell you
where to go. The Internet is misleading. I rely on people’s experiences. word of mouth. i
don’t usually plan for the weekends unless I have visitors in town.
Interests: theatre, dance, festivals, outdoor activities.
Frustrations: I want to live the city more. I have time management problems. I wish i
could do dance (salsa) or take workshops such as drawing. Use my Bicing more often.
Notes:
I use Fourquare and Tripadvisor t find places. And i am happy with it.
78
I also use Minube and it’s quite good.
Ideal environment: Next to the beach, sipping Bacardi and listening to lounge music. I
feel like i’m suffocating.
When feeling down: i get out and go for a walk. I hang out with ppl who have positive
vibes.
-
Name: Luciana
Profession: Fashion Marketing Masters student:
Age: 26
Local
Do you plan for your weekends?
“We always know we are going out but we don’t plan where. We just go with the flow.”
How do you decide where to go out?
“We always go to the same places. We don’t have to think about it. it is always a last
minute decision. We don’t need to plan. We only plan if we want to go see a DJ coming
to Barcelona and that’s very occasionally.”
How do you find out about things to do?
“I have a friend who is a lot into music and djs so he tells me.”
Do you search for new places?
“Not much. You get used to things and you know where you are going to find in a spe-
cific place.
You are very practical. I can go wherever I want and I don’t need to take a taxi.
For people here, when you get used to something it is difficult to change it.”
Do you use any mobile applications?
“I use Facebook, Instagram. I have mobile apps for restaurants: Just Eat and El Tenedor.
You can look for restaurants and they give you discounts. I don’t use Foursquare. I find it
annoying because people keep checking in. I like social media but I don’t like people to
know what I am doing at all times.”
How are you feeling right now?
“I don’t know…having a conversation with a stranger…”
If you could be anywhere, where would it be? Please describe it for me.
“At the beach. I would love to be in Bali. I need to relax right now and to disconnect
from everything. Not planning. Just be there.”
What do you usually do when you are stressed out?
“I try to do sports. Lately I don’t sleep much. The more I sleep the more tired I am.”
I think foreigners who live here… those studying here for few years, live the city much
more than we do. Because it’s not your city and you want to know everything about it,
you just walk all over the city and you try new places. When you’ve been living in one
place for so long, you just keep doing the same things you got used to.”
What would help you break out of this routine?
“When go out with my friends at university who are not from Barcelona, I do different
stuff. New things. It is difficult to break the rules you establish without knowing. I some-
79
times get a little bored and I try to propose new plans, new places but it is very difficult.”
Would it help if you had someone proposing to you things to do?
“I’m the kind if person who says yes to everything. If someone proposes to me new
things then yes!”
-
Name: Pablo
Profession: Student
Age: 36 years
Time in the city: 4 months
What do you mean by knowing the city?
To be involved more in the local culture. Going to local spots where you can find local
people doing their regular stuff.
How do you find out about these places?
By asking people from here.
I don’t want to do touristic things. I live here.
What are you interested in doing?
I want to know how the people live here in an original way.
This is a touristic city so sometimes you just see the fake image of it. I want to know the
real Barcelona. What are the real people here doing? There is another life under.
How do you learn about places?
By Internet but it’s the worst way because its all commercial. Advertising bombards you.
The best way to do things is in a spontaneous way with locals. But local people are not
that open to knowing foreigners.
Do you plan for your weekends?
Everything I do is spontaneous.
I’m trying to live the city every day.
How are you feeling?
If you could be anywhere where would that be? And why?
-
Name: Mariana
Profession: Student
Age: 25 years
Time in the city: 10 months
How do you trust a place?
I read reviews
Why would you choose a place over another?
-
Name: Miriea,
Profession: Graphic Designer
Age: 40
Local
How do you spend your weekends?
Do you ever plan?
No. When friends propose an activity I’ll decide to go if I’m interested.
How do you find out about places?
Facebook, friends, discounts membership.
80
What kind of mobile applications do you use?
What is you favorite place in Barcelona?
“I see pictures and so I can know the atmosphere of the place. I am very visual. I need to
see before I decide to do.”
“I need to see what a person posts to make a projection of his life and his taste and then
i can trust his recommendations”
“As locals, we don’t search much for new things because we’re always here”
“There are a lot of things to do in the city but i don’t do it...I never have time to make
plans...I’ll just go to places i know”
“I need a motivation to break my routine...The content of the show could be a motivation”
“Instagram is a good source to find new restaurants because of the pictures. I can see
the atmosphere of the place.”
“I trust recommendations only if i trust the person and know his taste”
“Best experiences are when you don’t plan for them to happen”
“I like to live barcelona as the little village”
“I think of foursquare, time out and other similar apps as commercial and not authentic”
“I have to have the connection with someone real...Someone i could feel”
-
Name: Elena,
Profession: co-founder and experience designer at Authenticitys
Age: 40
Local expert
“How to connect tourism to micro-finance”
“Big amount of money in the tourism sector but very little goes down to the local economy.”
“There’s a change in tourism trend. Tourists are looking for more authentic experiences,
ways to give back, to exchange ideas...”
“When you are featured in lonely planet you no longer need to market yourself”
“There’s a growing need for authentic local guides”
“We were targeting tourists but ended up attracting locals mainly”
“Instead of creating tours, i created authenticity challenge; it’s a workbook that gives
you all the steps to how to create a tour”
“Neighborhood initiative”
“You need a lot of traffic to make money, so i don’t see that an app will help”
81
DanaElHalabi|IEDMasterinDesignManagement2014
CHECKMYMOOD:
Theweatherisgreat!Ifeellikegoingtostudyinanice
placethathasaterrace!
Recentlymovedtothecityforayearortwo.
Wantstolivelikealocal,andexperiencethebest
Barcelonahasdependingonhis/hermood!
30min
CHECK
RESULTS
5min
CHECK
LOCATION
15min
CHECK
PICTURES
REVIEWS
10min
CHOOSEA
DESTINATION
10min
GETTINGTO
DESTINATION
10min
CHECKING
RECOMMENDA-
TIONS
5min
SHARETHE
EXPERIENCE
30min
SEARCHING
FORA
SPECIFICKIND
OFPLACE
MOBILE
APPS.
WEB
SEARCH
MAP
FRIENDS
CALL
CheckFoursquare
zillionresults
thataregeneral
don’tentirely
matchmymood
Readreviewson
Tripadvisorand
otherwebsites.
Toomanyresults.
Checkwhat
othershave
recommended
toorder.
Rateandwritea
review
Checking
appsfor
restaurants
andbars
Checking
blogsand
websites
Gothrough
theimage
gallery
Gothrough
theimage
gallery
Askfora
friend’srec-
ommendation.
Checkhowfar
itisandhow
togetthere
Checking
themapfor
directions
Callif
reservations
areneeded
BEFORE(sameday)DURINGAFTER
TOUCHPOINTSACTIONS EMTN
ExcitedExcitedExcitedAnnoyingBoringIndifferentSatisfiedIndifferent
82
STARFISH
HOW MIGHT WE
Experience Barcelona and its culture through our momentary emotions.
How might we understand
user’s emotional needs
How might we deliver personal
and non commercial results
How can we deliver
authentic and non
touristic results
How can we connect with the user
on a personal level
How can we
categorize
experiences (spaces
and events) based on
mood themes
83
LENGTH ACTIVITY
0:05 Project Presentation
0:40 Co-Creation session (Part 1)
Each person will choose 3 emotions to map a journey
- Emotions + what/where + who
Discussion
0.35 Co-Creation session (Part 2)
As a group, choose 4 experts and associate them with
places / activities which will bring out the best in them.
In your opinion what was one feeling in order to choose this
character?
Discussion.
0:20 Co-Creation session (Part 3)
App functionality: What are the different features you
would like to have?
Discussion
WORKSHOP AGENDA
PERSONAL RESEARCH PROJECT
JUNE 26, 2014
PURPOSE:
TO DEVELOP AN APPLICATION THAT SUGGESTS A DISCOVERY
EXPERIENCE, WHICH CATERS TO THE USER’S PERSONAL
MOMENTARY EMOTIONS.
THANK YOU!
84
85
LENGTH ACTIVITY
0:05 Project Presentation
0:40 STEP 1
Objective: How do people group? What is the logic behind
the connections they made?
Each person will group the different experiences into sets
and will then label each set.
Discussion: why did they group them this way? What does
each label represent to them? What profiles could link to such
activities?
0.30 STEP 2
Objective: How do people group? What is the logic behind
the connections they made?
Each person is given a set of profiles. Match the profiles with
your previous labeled sets if applicable.
Discussion: Explain the logic behind the grouping.
(If any don’t match, why? How would you group them?)
0:20 STEP 3
Rate the sets.
Which appeals the most to you and depending on what?
WORKSHOP AGENDA
PERSONAL RESEARCH PROJECT
JULY 21, 2014
PURPOSE:
HOW TO HELP THE USER DISCOVERY AUTHENTIC
BARCELONA THROUGH HIS/HER PERSONAL MOMENTARY
EMOTIONS.
THANK YOU!
86
YUHU
YUHU
YUHU
YUHU
YUHU
YUHU
YUHU

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YUHU

  • 1. PERSONAL RESEARCH PROJECT Emotion-centered Mobile application BY DANA EL HALABI Tutor: Yanna Vogiazou Coordinator: Mercè Graell IED Master In Design Management Barcelona, Spain 2014-2015
  • 3. 3 ABSTRACT Within our user-centric reality we have an abundance of commercial experiences at our fateful disposal. Finding something relevant to us nowadays is more challenging than finding a needle in a haystack. We are in a real-time, on-demand, see-thru Age of Now. We thrive in an eco-system built on conversation, connectivity, and above all, on community. Extensive research helped us recognize the weight that user-emotion has on our understanding of user needs. This crossover will ultimately lead to more significant and more satisfying experiences. The challenge here however, lies in the deciphering of these emotions, which differ from one person to another. Despite the efforts put into connecting with the consumer on an emotional level and creating personalized services, we as users, still feel misunderstood. In an attempt to answer to this challenge, we experimented with the work of Swiss psychologist, Carl Gustav Jung on Archetypes where he explains how inside all human beings are innate and universal patterns of behavior. Our study concludes that, instead of authenticity and meaning, the people living in Barcelona are being fed commercial and touristic experiences that do not align with their individual nature. The focus of this project is to go beyond the personal user’s typical preferences by zooming in on momentary emotions. These personal moments will inspire richer and more genuine experiences focused on the present. We aim to develop a platform that will serve as a personal guide on your authentic city life adventure. A service that maps your emotions into experiences.
  • 4. 4 TABLE OF CONTENT Abstract 3 Acknowledgments 5 Executive Summary 6 Introduction 7 Research Methodology 8 Literature 19 Research Analysis and Synthesis 23 Market Analysis 30 Design Concept 37 Concept Validation 46 Business and Marketing Plan 50 Operational Plan 56 Financial Analysis 59 Conclusion 68 Future Research 69 Bibliography 72 Appendix 75
  • 5. 5 ACKNOWLEDGMENTS This project would not have been possible without the support of many people. Many thanks to my adviser, Yanna Vogiazou, who guided me and helped make some sense of the confusion, and to my professor, Oriol Rodriguez, who was inspirational and of great support. I would also like to thank our program coordinator, Merce Graell, who offered guidance and support throughout the year. I would also like to expand my deepest gratitude to my friends Nour A.H., Omar A.H. and NIjad K. for their greatest support. And finally, thanks to my classmates who endured this long process with me, always offering valuable feedback.
  • 6. 6 EXECUTIVE SUMMARY MARKET RESEARCH • “Emotion-sensing is the next generation of social communication” - Stephanie Tilenius, an executive in residence at Kleiner Perkins. • Global demand for travel brands to develop products that are more adventurous, more personalized, and more attuned to local culture, inspiring consumers toward a path of self discovery. 1 BUSINESS IDEA CONCEPT “YUHU” is a mobile application providing authentic and unique experiences - far from being touristic - around Barcelona and based on the user’s emotions at the time of use. These experiences are delivered on the go and are constantly being updated every week. Part of the mobile app is turned into a sharing platform of unique experiences, where users can follow each other, and discuss. It engages its users and invites them to constantly upload and share events that interest them. KEY STRATEGIES • Content management: - The content needs to be innovative and relevant to the users - The content needs to be updated weekly • Technology software design and maintenance • Building and expanding my network • Customer service • Launching campaign strategy INVESTMENT This project requires 73 450 euros RETURN ON INVESTMENT Based on the model developed, the return on investment is one year and nine months. 1 PEAK DMC. “The Rise of Experiential Travel.” The Rise of Experiential Travel (2014): n. pag. Skift. Peak+ Skift, 2014. Web. 2014. http://skift.com/wp-content/ uploads/2014/06/skift-peak-experiential-traveler-report1.pdf.
  • 7. 7 INTRODUCTION We live in a user-centered age where user research is the focus of continuous development of any product and service out there. When we browse the web, vast amounts of data are being collected. Our searches and purchases are all recorded. The web creates patterns from our interests and in return recommends subjects we might like to investigate, products we might want to buy, places we might want to discover, people we might want to connect with- among an endless pool of possibilities. There are many applications that tell you where to go in a city based on facts like distance, price, ratings, cuisine, etc. “Foursquare” for example is regarded as the top customer oriented application as it gives you “personalized recommendations and deals based on where you, your friends, and people with your tastes have been”. Common sense and everyday experience imply that feelings, affects, and emotions dominate large parts of our everyday lives and particularly our social interactions. As humans, we might experience a roller coaster of emotions in one day and our behavior is highly influenced by our varying emotions, so how could those patterns b accurate? What if we could develop a service that caters to one’s variable emotions at specific moments in time? Contrary to existing platforms that create a somewhat general idea of who you are and base their recommendations upon it, I would like to focus on personal momentary emotions that go beyond the user’s usual preferences. In this paper, we will be studying how to understand one’s momentary emotions and how to link that to an experience in the city.
  • 9. 9 RESEARCH METHODOLOGY AND KEY FINDINGS PRIMARY RESEARCH SECONDARY RESEARCH • Trends • Market and Industry Research • Market Growth • Competition 26 Surveys 5 People’s List of Unique Experiences 2 Co-Creation Sessions 17 Interviews • 2 Experts • Locals • Expats
  • 10. 10 RESEARCH Research revealed there are a number of companies that very recently have been working on developing applications focused on analyzing user’s emotions. To mention a few: AFFECTIVA. It launches a technology to bring emotion tracking to mobile apps. “Mobile is growing exponentially,” Stephanie Tilenius, an executive in residence at Kleiner Perkins said in an email statement. “With social networking and geo-location, our devices are enabled to know who we are, where we are and what we’re doing. However, these smart devices are still missing the key element to understanding human sentiment. As technology innovators, Affectiva is creating a platform for passive and active emotion-sensing — the next generation of social communication.” MOODIE: It can determine a person’s emotional state through analysis of his or her voice. It lets a smartphone user speak a few words into the phone’s mike to produce, about 20 seconds later, an emotional analysis.
  • 11. 11 FACET: Application that reads your emotions. It can analyze whether that person is feeling joy, sadness, surprise, anger, fear, disgust and contempt or any combination of those seven emotions by using a simple digital camera, and the software, developed by California-based Emotient. The development of this technology highlights the increased interest and the importance of understanding human emotions for brands to perform better and for further tailoring of their services.
  • 12. 12 INTERVIEWS We then conducted interviews with expats and locals and asked them about their relationship with Barcelona. We wanted to know how they found out about activities in the city and what are the criteria to choosing one over another. We were looking for a connection between their emotions and their behaviors. During our interviews we asked about: • What channels do people use to find out about new experiences? • What are their pains? • Do people plan? • How do people discover the city? • What are the factors that make one choose an event or avoid it? and why? • What kind of emotions are triggered by certain environments? • What is a unique experience for them? and why? • What are their favorite experiences in Barcelona? and why? • How are they feeling right now? People use different channels to find out about events or places to visit. Some people use the web while others rely on their friends, and word of mouth. There was a common pain about the web being saturated with commercial events. The majority of mobile applications are dedicated to touristic activities, and social media bombards you with ads of commercial events. “I learn about new things through the Internet but it’s the worst way because it’s all commercial. Advertising bombards you.” All 17 interviewers stated they do not plan ahead for their weekends and prefer to “go with the flow”. They would check their options when they had to and just decide on one. “We always know we are going out but we don’t plan where. We just go with the flow.” When asked about how they feel, interviewers got a bit edgy or uncomfortable. They would answer the question with a question; “Why are you asking me how I feel?” , “What do you mean? why are you asking me this?” People do not want to think of how a place or an event will make them feel later on. Instead of thinking of the aftereffect, they take into consideration their current
  • 13. 13 emotional state to make a decision. “I don’t think of how I will feel afterwards…. I do something according to how I feel now.” When discussing about decision criteria, distance and cost seemed to be a priority, followed by the crowd and environment. The availability of this information certainly proved to be crucial for any future service development. Furthermore, many of the interviewers insisted on the importance of trusting the source. If they are to use the service, they will need to know about its provider. “People need to build a connection with the “expert” in order to trust him.” Through all the interviews, people insisted on wanting more authentic experiences. Expats explained how difficult it is to get to know the real side of Barcelona instead of the commercial image that is sold to us everywhere. “I want to know how the people live here in an original way. This is a touristic city so sometimes you just see the fake image of it. I want to know the real Barcelona. What are the real people here doing? There is another life under.” And locals spoke of how they are prisoners of their own habits. “We always go to the same places. We don’t have to think about it. It is always a last minute decision. We don’t need to plan. We only plan if we want to go see a DJ coming to Barcelona and that’s very occasionally.” “You get used to things and you know where you are going to find in a specific place. You are very practical. I can go wherever I want and I don’t need to take a taxi. For people here, when you get used to something it is difficult to change it.” “I think foreigners who live here… those studying here for few years, live the city much more than we do. Because it’s not your city and you want to know everything about it, you just walk all over the city and you try new places. When you’ve been living in one place for so long, you just keep doing the same things you got used to.” “When I go out with my friends at university who are not from Barcelona, I do different stuff. New things. It is difficult to break the rules you establish without knowing. I sometimes get a little bored and I try to propose new plans, new places but it is very difficult.” “Locals need to break out from their routines…they don’t experience the city like foreigners”
  • 14. 14 In two interviews with experts, the need for authentic experiences was highlighted. The experts explained how the tours they have designed were mainly attracting locals. The trend has been shifting to new and creative ways of discovering the city in an authentic way. SURVEY 1 In order to gather more insights we sent out a survey with the following questions: • Are you a local or a newcomer*? (*A newcomer is someone who moved to Barcelona for a short or undefined period of time) • What is your gender? • Which category below includes your age? • How do you find out about new places in Barcelona? • How do you find out about happenings / events / activities in Barcelona? • What is your favorite spot in Barcelona and why? Please provide us with an accurate location • What is your favorite thing to do in Barcelona? • When you think of discovering Barcelona, which of the following personas appeal to you the most? (Choose as many options as you like) (Table 5 page 75) - The Happy Hipster 26.67% - The Relaxed Dreamer 40.00% - The Fearless Adventurer 40.00% - The Wicked Partyer 20.00% - The Cultural Seeker 66.67% - The Romantic Lover 13.33% - The Visual Artist 33.33% - The Sensuous Foodie 33.33% - The Mellow Wonderer 20.00% - The Melancholic Soul 6.67% - The Deep Thinker 13.33% - The Eager Artisan 6.67% - The Real Swagger 6.67% - Other (please specify): The artsy hippie • Evaluate the following statements: (Table 4 page 74) 1 Refer to the appendices for survey results
  • 15. 15 - I choose my activity depending on how I am feeling - I want new experiences - I have playlists tailored to my moods - I prefer to stick to the places I know - Price is always very important for my decision making - Distance is always very important for my decision making Insights from the survey: • 53% of people use Facebook to find out about places in Barcelona and 67% to find out about events and happenings in the city. • 94% of people ask their friends to find out about places in Barcelona and 73.3% to find out about events and happenings in the city. • People tend to like to discover the city mainly through the eyes of “the cultural seeker” (66.67%), “the relaxed dreamer” (40%) and “the fearless adventurer” (40%). • Contradiction: Everyone says they want new experiences but 50% chose “neither agree nor disagree” when asked if they prefer to stick to the places they know. • Price and distance play an important role in the decision-making. CO-COREATION 1 2 Objective: How do users pair emotions and experiences? What type of experts do they connect with the most? We designed 3 exercises and tested it on a group of four people. The first exercise lasted 40 minutes. We gave them a set of cards with emotions and another set of cards with places, people and activities. We then asked each person to choose 3 emotions and to map a journey using these cards. - Emotions + what/where + who There was a discussion afterwards to understand the choices they had made. This exercise was conducted to understand people’s interests and what emotions they relate to each scenario. The second exercise lasted 35 minutes. We gave the group a set of characters (same as the ones in the survey) and another set of cards representing activities and places in 2 Refer to the appendices for the documentation of the co creation
  • 16. 16 Barcelona. We asked them to choose 4 characters as a group and to associate each of the character with places / activities. For the discussion we wanted to know how would one be feeling in order to choose a particular character. The third exercise lasted 20 minutes. We gave each individual a set of features and criteria and requested that they choose the ones they would want to have in a mobile application. The cocreation revealed that people don’t make decisions based on the end goal. “I don’t think of how i will feel afterwards…. I do something according to how i feel now.” We also noticed that people use similar type of emotions for the same type of images. But during the discussions they interpreted their emotions differently . What I would like to do when I’m frustrated or happy is different from what you would do. And the way I see happiness is also different than how you see it. So how could a technology understand human differences and be accurate with its results? This got us thinking that relying on technology only would not be the answer. We also realized that the list of characters we were proposing was too long and created some confusion. If we were going to use all of them on the service platform, it would be a pain for the users. People want something quick and easy to use. They do not want to go through an extensive list to get what they want. We needed to find a way to group these characters without compromising the relation between emotions and behavior. Therefore, we extended our research to the archetypes and we looked into the Swiss psychologist’s work, Carl Gustav Jung. ARCHETYPES According to Jung, “Inside all human beings are innate and universal patterns of behavior. We can recognize these patterns frequently in literature and myth.” His theory defines 12 archetypes, which symbolize basic human motivations. Archetypes represent fundamental human motifs of our experience as we evolved; consequentially, they evoke deep emotions. Jung then divides them into three sets of four, namely Ego, Soul and Self. Based on Jung’s theory, we developed this preliminary map to observe and detect any patterns.
  • 17. 17 THE EGO JUNG ARCHETYPES The Innocent • The Romantic • The Dreamer The Orphan • The Good Old Boy The Hero • The Courages The Caregiver • The Saint • The Loving • The Helper The Jester • The Joker • The Playful The Sage • The Expert • The Scholar • The Detective • The Thinker • The Contemplative The Magician • The Visionary • The Inventor The Ruler • The Boss • The Aristocrat The Explorer • The Seeker • The Iconoclast • The Wanderer The Rebel • The Revolutionary • The Wild Man • The Iconoclast The Lover • The Sensualist • The Enthusiast • The Passionate The Creator • The Artist / Musician • The Dreamer • The Inventor / Innovator THE SELF THE SOUL Based on Jung’s archetypes, we needed to reconsider our characters. So we had a second co-creation to test how users would group archetypes. CO-COREATION 2 3 Objective: Understand how users group different profiles, and what type of experiences do they attribute to each. What are the patterns emerging and the preferences of users? We designed three exercises and tested it on a group of four people. First step, we gave each person a pile of profiles and asked to group them into sets, 3 Refer to the appendices for the documentation of the co creation
  • 18. 18 then label each set and rate them by order of preference. After discussing their choices we moved to step 2 where we gave each person a set of cards representing different places and activities. We then asked them to match them with their previous labels. The exercise and the discussion revealed that people have a similar pairing of characters and though they may label their emotions differently, the content of the sets were more or less similar. Also, the characters which appealed to most were “the dreamer” and “the cultural seeker”. From this exercise, we were able to narrow our final characters to three experts. Refer to table 8 on page 86 to see the results of the groupings.
  • 20. 20 LITERATURE In today’s competitive world, businesses are expected to deliver meaningful experiences to their customers in order to grow their value. A brand must have a purpose. It must be intended to make some difference in people’s lives. It must provide something consumers want or need. We live in a user-centered age and businesses need to constantly tailor their services to cater to their customers’ personal needs. To do so, businesses are using different methods to gather more data about their consumers. One of those ways is through websites cookies. A cookie is a small file which is sent to your browser and stored on your computer’s hard disc and helps companies understand and track your use of the site and where it can improve the information and services provided. Cookies are “used by companies that collect, store and share bits of information about your Online activities to track your behavior across sites. Cookies also can be used to customize your browsing experience, or to deliver ads targeted to you.” 1 In the broadest sense, sites can store user preferences and businesses retrieve this data and analyze it to better understand the user and his needs. What happens is that businesses are building an idea of your personality and your usual preferences over time. The data gathered is about what you eat, what you shop, what you read, what you watch, etc. It is taking into consideration your final actions. We ask ourselves, what about the reasons behind your actions? What initiated each specific action? How can we truly predict your needs if we do not know what prompted them? As humans, our actions are affected by our emotions resulting from an event. We experience an event emotions emerge we react (our behavior) Behaviors are then the result of our emotional status. 1 https://www.onguardonline.gov/articles/0042-cookies-leaving-trail-web
  • 21. 21 Scherer discusses behavioral impact and states: “Emotions prepare adaptive action tendencies and their motivational underpinnings. In this sense they have a strong effect on emotion- consequent behavior, often interrupting ongoing behavior sequences and generating new goals and plans. In addition, the motor expression component of emotion has a strong impact on communication which may also have important consequences for social interaction.” 2 Considerable research has demonstrated that an individual’s mood can affect the types of decisions he or she will make. Mood affects an individual’s thoughts, attributions, and expectations, which, in turn, influence that individual’s decisions. “Since humans are terrible at thinking about the future, they make lots of decisions on the basis of how they feel, here and now, rather than how they’re likely to feel in the future. Moods, despite their short lifespans, shape a person’s attention, his entertainment, and his choices.” 3 Moods can also determine the sort of products that a person finds interesting. A recent study in the Journal of Consumer Psychology investigated how feelings affect consumer choice. There are two main flavors of happiness, the researchers said: a present-based happiness, which feels like calmness, and a future-based happiness, which feels like excitement. Consumers want to be happy, and marketers are increasingly trying to appeal to consumers’ pursuit of happiness. However, the result of six studies reveal that what happiness means varies, and consumers’ choices reflect those differences. In some cases, happiness is defined as feeling excited, and in other cases, happiness is defined as feeling calm. The type of happiness pursued is determined by one’s temporal focus, such that individuals tend to choose more exciting options when focused on the future, and more calming options when focused on the present moment. These results suggest that the definition of happiness, and consumers’ resulting choices, are dynamic and malleable. 4 That being said, one’s decisions when they state they are happy are therefore different than another. According to Epstein, assessments based on the emotional system tend to be more holistic. 5 2 Scherer, K. R. “What Are Emotions? And How Can They Be Measured?” Social Science Information 44.4 (2005): 695-729. Trends and Developments: Research on Emotions. Web. http://lep.unige.ch/system/files/biblio/2005_Scherer_SSI.pdf 3 Thompson, Derek. “How Consumers’ Moods Drive Decisions.” The Atlantic. Atlantic Media Company, 02 Oct. 2014. Web. Mar. 2014. http://www.theatlantic. com/business/archive/2014/10/how-companies-try-to-sell-happiness/380986/. 4 Mogilner, Cassie, Jennifer Aaker, and Sepandar D. Kamvar. “How Happiness Affects Choice.” Journal of Consumer Research 39.2 (2012): 429-43. Chicago Journals. The University of Chicago Press, Aug. 2012. Web. 2014. http://www.wharton.upenn.edu/bakerretail/files/Cassie_Mogilner_Paper_2.pdf. 5 Epstein, Seymour (1994), “Integration of the Cognitive and the Psychodynamic Unconscious,” American Psychologist, 49, 709–24.
  • 22. 22 Research by Leonard Lee and On Amir demonstrates that the predictability of behavior relies more on emotion than what common conceptions of decision-making might suggest. “The results imply that preference consistency is greatly benefited by affective responses.” 6 On a second note, according to the study “The effect of mood on decision-making: A role for personal experience” by Kimberly Rose Bolen, personal experience influences our reactions and decisions. 7 We could then argue that since each of us is molded by our own personal experiences, then our decisions shall be as well. Hence, it would be difficult for someone else to predict all our decisions. So if our decisions are influenced by our moods and our emotions, which are variables, as well as our experiences, how are we then to predict the user’s needs? Cookies can help a website to arrange content to match your preferred interests more quickly. Therefore, cookies create patterns of our Online behavior and propose results accordingly. As a person has irregular set of behaviors, we could argue the accuracy of the results. Cookies are helpful and are important but the equation is somewhat faulty. Our behaviors are surely affected by our emotions and our moods. The latter are fluctuating and ephemeral. How to understand them in real time and act upon them? In the following research we shall refer to them as momentary emotions. Momentary emotion because they are moods, feelings, and emotions emerging at a specific moment in time and for a short period, shaping our behavior and decision-making. In conclusion, understanding emotions brings us a step closer to understanding one’s behavior and thus proposing complementing experiences. As mentioned earlier, each person lives different experiences everyday making each one of us unique in some way. This leads to stating that my happiness is different than yours and what I decide to do when I am happy is also different than you. So how could we gather all these variables and find a way to propose experiences based on momentary emotions? 6 Lee, Leonard, On Amir, and Dan Ariely. “In Search of Homo Economicus: Cognitive Noise and the Role of Emotion in Preference Consistency.” Journal of Consumer Research 36.2 (2009): 173-87. Columbia University. 2009. Web. 2014. https://www0.gsb.columbia.edu/mygsb/faculty/research/pubfiles/3803/ lee_search.pdf. 7 Bolen, Kimberly Rose. “THE EFFECT OF MOOD ON DECISION-MAKING: A ROLE FOR PERSONAL EXPERIENCE.” (n.d.): n. pag. Libres.uncg. University of North Carolina Wilmington, 2007. Web. 2014. http://libres.uncg.edu/ir/uncw/f/bolenk2007-1.pdf.
  • 24. 24 To understand emotions is key. We have seen so far the importance of emotions on decision making. Our primary research revealed how people are in search for relevant information and for authenticity. People have less time on their hands, which makes every piece of information targeting them in need to be personal and answering one of their demands. TRENDS We are in a world of super personalization. Successful companies sell through emotions rather than features of a product. They connect with their audience on an emotional level, which creates a stronger bond. The cultural shifts we are witnessing show a move towards the wholehearted and intense. People want all aspects of their lives to be rich and full. All the above explains how the trend has been moving towards telepathic technology. “Thanks to the rise of brain-computer interfaces and emotion recognition technology, brands are getting more adept at understanding consumers’ minds and moods, and reacting accordingly in a very personalized way.” People are looking for immersive experiences. “Entertainment, narratives and brand experiences will become more immersive and altogether more enveloping in a bid to capture consumers’ imagination and attention.” Brands are working on engaging their audience effectively. The American gym Equinox developed a great example of immersive experience. It is “an immersive studio cycling experience that uses groundbreaking gaming and data visualization to drive competition and inspire peak performance.”1 In a parallel direction, we find people searching for ways to “escape”. They want to get away from the heaviness of their daily responsibilities even if it were for a slight period. They are attracted to brands which bring out the child in them, brands that draw a hopeful and playful world. “In a world of austerity and grown up responsibility, we are seeing the increasing desire to let go, to let loose and indulge in childlike freedom or sheer hedonistic joy.”2 1 JWT. “10 Trends That Will Shape Our World in 2014 and beyond.” JWT Blog. J. Walter Thompson, 2013. Web. 2014. http://www.jwt.com/blog/consumer_ insights/10-trends-that-will-shape-our-world-in-2014-and-beyond/#sthash.KWqE7feR.dpuf. 2 “Six Trends That Will Shape Consumer Behavior This Year.” Forbes. Forbes Magazine, 2014. Web. 2014. http://www.forbes.com/sites/ onmarketing/2014/02/04/six-trends-that-will-shape-consumer-behavior-this-year/.
  • 25. 25 Escape doesn’t exclude mindfulness. Though people want to let go, they still expect brands to deliver meaningful services and to add value to their lives. “In a world full of buzz and surface interactions, people are seeking more depth and meaning. Leisure is becoming as much about self-development as pleasure-seeking, and there is a growing sense of earnestness, consideration and thoughtfulness.” People are looking for brands that focus on advancing social progress rather than only achieving commercial success. People are requesting a holistic experience and they expect a lot from brands. They also want to feel as part of the brand itself. They want to participate and co–create. According to a study by Wolff Olins, “the new role of brand is to create relationships of fair exchange, where consumers and companies meet as equals, where each contributes, where everyone gains.”3 It is no longer about broadcasting information, but it is about sharing, discussing and building together. Companies need to focus on enlisting their customers. The study also states that we need to “let people do things on their terms, in their time: total convenience to create the experience they want.” Different people in different moods want different things. In summary, the global trend has shifted towards emotions. The focus is on super personalization, mindfulness, telepathic technology, escape, and immersive experience. We find these trends to apply in all industries, including tourism. There is a global demand for travel brands to develop products that are more adventurous, more personalized, and more attuned to local culture, inspiring consumers toward a path of self-discovery. 4 On one hand, as technology has been advancing with our fast paste lives, people are requesting specific, significant and immediate information to be delivered to them. We now rely on Online platforms to provide us with the necessities. For example, how many of us still use the yellow pages (print) to choose a restaurant? Over 40 million users worldwide rely on mobile applications such as Foursquare or Yelp to search for a place with certain qualifications. Why? They are fast, on the go, customized and transparent through the feedback provided by the community of users. 3 “Game Changers.” Game Changers. Wolff Olins and Flamingo, 2012. Web. 2014. http://gamechangers.wolffolins.com/#sthash.JhwKQW6G.dpuf. 4 PEAK DMC. “The Rise of Experiential Travel.” The Rise of Experiential Travel (2014): n. pag. Skift. Peak+ Skift, 2014. Web. 2014. http://skift.com/wp-content/ uploads/2014/06/skift-peak-experiential-traveler-report1.pdf.
  • 26. 26 In fact, the UNCTAD registered an increase to 45% of the population in Barcelona to be connected to social media (2013) On the other hand, we notice a worldwide move towards responsible tourism as people are becoming more aware of their social environment and expecting brands to bring value to their lives. In Barcelona, there is a growing trend where locals offer touristic services to discover the city in a more authentic way by building a community and helping each other. In an interview with the founder of Authenticity, Elena Rodriguez discusses the growing need for authentic local guides. “There is a growing need for authentic local guides” She explains how her project is about connecting tourists with social problems. However, this is a tricky matter, as she needs to protect the social structure by not having tourists all the time. “We have a massive tourism industry and it’s a problem in itself. They are all concentrated in some areas. There is little support to the local economy or initiatives that are doing Good. A lot have lost their governmental funding. Example a foundation of surfers, which used to clean the beach on the weekends have lost the money they used to receive. These kind of initiatives that are supporting the city and helping with the social problems are gone.” The issues communicated by Elena, have been circulating the media. The Locals newsletter writes, “There is a growing undercurrent of opinion that Barcelona could be becoming ‘the new Venice’, a city so overrun by visitors that it is losing its soul.” 5 The Guardian writes “Mass tourism can kill a city” “Tourism has been a major driving force in Barcelona’s growth and it is a transversal source of wealth that generates profits for other sectors” says Sònia Recasens, Second Deputy Mayor of Barcelona and Vice-president of Turisme de Barcelona. In fact, according to Tourisme de Barcelona, the annual total of tourists staying in the city’s hotels has risen from 2.45 million in 1993 to 7.44 million in 2012. This boom in tourism has created many problems. Joan Callís, the director of travel firm Barcelona Guide Bureau tells The Local “Investors have been snapping up whole apartment blocks and kicking out the locals, many of whom are elderly.” 5 The Co Founder of Authenticitys also stated that though there is “big amount of money in the tourism sector but very little goes down to the local economy.” 5 Mills, George. “Is Tourism Destroying Barcelona?” The Local. The Local, 26 Aug. 2014. Web. 2014. http://www.thelocal.es/20140826/is-tourism-ruining- barcelona-spain-new-venice-airbnb.
  • 27. 27 “Culture and authenticity is becoming increasingly difficult to experience, since many locals have been pushed out of the downtown tourist area.” Tourism is affecting society negatively; It is concentrated in specific areas; Money is unequally distributed; “The neighborhoods that don’t enjoy the benefits of tourism want more (visitors), while the busy parts of town want less” Based on these observations, there have been many local initiatives to bring back some kind of balance. “Hidden City Tours is a local, innovative startup here in Barcelona that is making great strides to create jobs and give back to the local community.” 6 “Led by Founder Lisa Grace, Hidden City Tours focuses on giving opportunity to those who have seen hard times and are looking for a second chance to get back up on their feet. They have created a simple algorithm to utilize Barcelona’s overwhelmingly strong tourism market to employ local residents of the city and provide a unique, quality service to their customers.” The social enterprise recruits homeless people to guide the tours. It aims to utilize the tourism boom to decrease unemployment in Spain. Though the initial target were the tourists, these initiatives discovered that they’ve been attracting locals even more. It seems that locals were more interested in discovering their own city from a more genuine perspective. “We were targeting tourists but ended up attracting locals mainly” Elena, Co Founder of Authenticitys On a similar wavelength, Insolitbarcelona is an initiative that proposes unusual itineraries to discover Barcelona’s exceptional spots. It aims to discover hidden spaces that are often unknown by locals themselves, and to understand the history of the city. They target mainly locals who want to discover their city; and their tours are for small groups, usually the retired people who have time on their hands. 6 Mackin, Jarrett. “Better Know A Barcelona Startup: Hidden City Tours (@hiddencitytours).” Barcinno. Barcelona Tech, Startups and Innovation, 2014. Web. 2014. http://www.barcinno.com/better-know-barcelona-startup-hidden-city-tours/.
  • 28. 28 TARGET SEGMENTATION Based on what we have been researching, we could presume that the better target for authentic experiences is the locals and not the tourists. The latter in general would be happy doing the regular touristic activities such as visiting museums, and monuments; they will enjoy walking in the Gothic quarter, visiting the Sagrada Familia, or taking a wine and cava tour near Barcelona. All this is new to them and it’s exactly what they are looking for. However, this doesn’t apply to those living in the city. Those want to live and breathe the city. The city is part of them as they are part of it. They want to experience an authentic Barcelona. Their Barcelona is not the touristic Barcelona. Their Barcelona is about its people. It is about community. Elena, the co founder of Authenticity declared, “We were targeting tourists but ended up attracting locals mainly.” Luciana, a 26 years old local discusses in an interview the need for locals to do new things in their city. “Locals need to break out of their routines...They don’t experience the city like foreigners.” She explains how she is somewhat bored of doing the same things and that she always feels like trying new activities but she doesn’t want to go through the hassle of searching for them. She also adds that she doesn’t plan and this is one of the reasons she usually sticks to places close by. According to Luciana, “foreigners who live here… those studying here for few years, live the city much more than we do. Because it’s not your city and you want to know everything about it, you just walk all over the city and you try new places. When you’ve been living in one place for so long, you just keep doing the same things you got used to.” Her assumptions were verified in several interviews with expats. Pablo, a 36-year-old Columbian living in Barcelona states: “I want to go deeper in what Barcelona is. I want to know how people live here in an original way. Most of the time you just see the fake image of Barcelona. I want to see the real thing.” Pamela, 32 years old Lebanese studying in Barcelona says: “I want to live the real
  • 29. 29 authentic Catalan life. You need to know a local here to tell you where to go. The Internet is misleading. I rely on people’s experiences, word of mouth” Mariana, 26 years old from Brazil and living in Barcelona also expressed the pains of finding authentic experiences in the city. “Everything on the Internet is commercial. I have to walk to find something close to what I want.” This is a sample of many interviews with expats attesting the constant search for bonding with the city they live in and experiencing it in a more authentic way. They are all looking to live its uniqueness. We conclude that locals are interested in new experiences in their city; they are even more interested in helping their community. Expats want to make the best out of their experience and hence, want to immerse themselves in what the city has to offer. They are always ready for spontaneous and unusual activities. SEGMENTATION • Expats Age 20-45 These expats are mainly foreign students and employees who moved to Barcelona for a medium to long term stay • Locals Age 20-45
  • 31. 31 1 “Departament D’Estadística.” Departament D’Estadística. Ajuntament De Barcelona. Ajuntament De Barcelona, n.d. Web. http://www.bcn.cat/estadistica/angles/. 2 United Nations. Investing in the SDGs: An Action Plan. N.p.: UNCTAD, n.d. UNITED NATIONS CONFERENCE ON TRADE AND DEVELOPMENT. UNCTAD. Web. http://unctad.org/en/PublicationsLibrary/wir2014_en.pdf. 3 http://estadistica.bcn.cat/?Id_idioma=5 4 http://www.bcn.cat/estadistica/angles/dades/inf/lecpadro/lec11/part2/forana/t21.htm 5 “Barcelona Data Sheet 2013.” Barcelona Data Sheet 2013. Barcelona Activa, 21 Feb. 2014. Web. 2014. http://www.slideshare.net/barcelonactiva/barcelona- datasheet-eng?related=1. MARKET GROWTH According to Barcelona census1 : Barcelona has a population of approximately 1.7 million. Approximately 529,181 of which are between the age of 25 and 44 years old. Catalonia is the headquarters of more than 5,000 foreign companies, and 90% of them are based in the Barcelona area. And according to the United Nations Conference on Trade and Development (UNCTD), world foreign direct investment has risen 5% in the past years (UNCTAD. World Investment Report 2011) and FDI inflows increased from 26 to 39 billion dollars between 2012 and 2013 (UNCTAD, World Investment Report 2014)2 , resulting in more foreigners moving to the city for work. This explains the increase of 15.5 %3 of the foreign population in almost a decade. Based on statistics, there are around half a million of expats in Barcelona4 (485,262 to be more precise) Moreover, Catalonia is a world-renowned higher education hub with 445 official Masters courses. It is an attraction for many students around the world. According to the department of statistics of Barcelona City Council and statistical institute of Catalonia, the state of Catalonia has around 242000 university students.5 Approximately 219,058 of which are foreign students in Barcelona. The number of students is growing 8% annually. 17.4%. 1.9% 2000 2013 Foreign population in Barcelona Number of students growth is 8% annually Catalonia is the headquarters of more than 5,000 foreign companies, and 90% of them are based in the Barcelona area.
  • 32. 32 As the number of foreigners moving to Barcelona keeps increasing, we could state that this is a growing market to invest in. COMPETITIVE ANALYSIS In order to have a unique and competitive product, we need to evaluate what is already on the market. We have analyzed services that enable the user to discover the city they live in. Time Out Time Out is an international guide that is customized to each city. Its popularity helps its reputation as a trustworthy source. The service is provided through different platforms making it accessible at all times. It is available in print (magazine) and Online (website and mobile application) It has a vast database of events, films, restaurants and pubs. The information is categorized but there is no personalization. The tone of voice is cold and technical. The mobile app is more of a directory then a friendly and fun guide to the city. Filtering is limited and the information is not customized to the user. It is a static app which fails to engage its users. Triposo Triposo is a company offering mini guides for different cities around the world. It functions through a website and a mobile application. The service offers activities and experiences around the city. However, they are typical touristic ones and they need to be booked in advance. The target is clearly the tourist visiting for few days. Although the app is free to download, the activities are paid for. Recently, Triposo introduced a community aspect to the app where travelers can share their experiences to inspire others.
  • 33. 33 Foursquare The mobile app is a location-based social network. It is for explorers who want to know about the best spots, and to share what they’ve found with others. By taking into account the places a user goes, the things they have told the app that they like, and the other users whose advice they trust, Foursquare aims to provide personalized recommendations of the best places to go around a user’s current location. It provides the user with choices about restaurants, nightlife and stores (still limited). The platform takes into account the user’s usual preferences. There is no mention to their current moods and their emotional states. Foursquare is a good database for restaurants but it does not propose activities and experiences. Spotted by Locals A mobile and Online city guide with up-to-date tips by locals in 56 cities in Europe North America. The Spotters (locals) write only about their favorite spots. Their audience is young (mostly 20-40), experienced travelers, earn more than average, and have an extensive knowledge of the Internet. They are very curious and open – they like to try new things, and try to stay away from the “obvious”. For its revenue model, the application is supported by a blog where businesses can promote their products and services through banners. The service provides the user with places to visit including the basic information such as address, phone number, website, opening hours, as well as a description about the history or the story of the recommended place. And to build some kind of trust, the user is able to check the biography of the poster. However, the service is not very user friendly as there are too many steps to get the application functioning. It lacks filtering and therefore personalization. The articles are too long to read and there is no room to post or read feedback. This service lacks customization and transparency. It is broadcasting information and not engaging its users.
  • 34. 34 EMOTIONAL PRAGMATIC POPULAR / TOURISTIC UNIQUE / ALTERNATIVE Trip 4 Real Trip4Real provides unconventional tourist activities through its website, They are city experiences created by locals. They are paid for and need to be booked in advance. The price of these activities vary between ¤15 per person to over ¤1000. The service aims to “help create a community where travelers find not only more economic alternatives to the traditional touristic programs, but to also contribute towards creating micro-entrepreneurs that can make their passion their lifestyle.” (NATURE OF EXPERIENCE | COMMUNICATION) Figure 5: Competitive analysis: Evaluating the different services in the market based on the nature of their activities and the way they communicate.
  • 35. 35 OPPORTUNITY The opportunity is to have a platform that delivers a unique and authentic experience in real time while focusing on the emotions. A service which makes its users feel they are part of it. A service that gives back to the community. This platform needs to be easily accessible at all times. EMOTIONAL PRAGMATIC POPULAR / TOURISTIC UNIQUE / ALTERNATIVE Figure 6: The opportunity: Revealing the opportunity characteristics compared to the different services in the market.
  • 36. 36 PlatformFoursquareTimeoutSpottedbylocalsTriposoFacebookLonelyplanetTrip4realSpotify ChannelMobileappMobileapp+printWeb+mobileappMobileappWeb+mobileappWeb+mobileappWebsiteWeb+mobileapp ToneofvoiceAbittechnicalIndifferent/technicalFriendlyVeryfriendlyTechnicalFriendlyFriendlyFriendly TargetEveryoneEveryone Locals+expats+ tourists Locals+expats+ tourists EveryoneExpats+tourists Locals+expats+ tourists Musiclovers FiltersGenericArea/cuisine/priceNo Ratingdistance/mini guides GenericGeneric Price/duration/ people/area Mood/trends/ others... CategoriesYesYesYesYesYesYesYesYes DistanceYesYesYesYesNoNoNoN/a MapYesYesYesYesYesYesNoN/a PriceYesYesYesNoSometimesYesYesN/a RatingYes Timeoutratingand notalways NoYesYesYesYesNo ReviewsYesNoNoYesYesNoYesNo EditorialNoYesYesYesOnfacebookpageYesYesNo PicturesYesOneOnepictureYesYesNoYesYes SharingYesYesYesYesYesYesYesYes SavingYesNoNoYesYesNoNoYes SearchYesYesNoYesYesYesYesYes PersonalprofileYesNoNoYesYes(fb)NoNoYes RecommendationsYesYesNoYesNoNo(app)NoYes DownloadfeeNoNoYesNoNoYesNo No-basic Yes-premium AdsYesNoNoNoYesNoNoYes Sources/ partnership Twitter,google+, fb,meetup,flickr BarcelonaculturaCityguides Yelp,instagram,open- streetmap,fb Paypal,yelp,trip advisor Figure 7: Comparison table: Evaluating the different services in the market based different characteristics
  • 38. 38 YUHU is a mobile application that matches your momentary emotions on the go with interesting things happening around Barcelona. An experience could be as simple and intriguing as watching a graffiti artist painting a mural, or music students rehearsing somewhere at the park, and a theatre improvisation session at a club. The experiences are activities which are not common to find Online or in magazines. They are usually not advertised for; and if they are, it would usually happen through word of mouth. Part of the mobile app is turned into a sharing platform of unique experiences, where users can follow each other, and discuss. It engages its users and invites them to constantly upload and share events that interest them. DESIGN PRINCIPLES Building on all the insights we have found, the service needs to respond the following design principles: • Fast in opposition to higher complexity. Introducing a system of filtering information to get less options which are more specific. • Unique experiences in opposition to commercial • Local experiences in opposition to touristic • Dynamic guide info in opposition to directory guide • Constantly updated in opposition to “static” • Momentary emotions in opposition to usual preferences VALUE PROPOSITION A mobile application pairing your momentary emotions with unique Barcelona experiences on the go. MISSION We want to inspire people living in Barcelona through the unique and authentic experiences the city has to offer.
  • 39. 39 VISION We want to live and feel the city we are in. We want to inspire people, empower local businesses and boost visibility for local talents. We want to create an ecosystem where people exchange and contribute to the growth of the community. BENEFITS Functional: Accessible. Fast. Easy. On the go! Emotional: “I am fun, free and spontaneous!” → Escape and enjoyment Social: I am part of the community and I am contributing to its growth. I am also in the know of the happenings around the city. REASONS TO BELIEVE Super-Personalization: Two layers of customization The Experts: Specific personalities translating specific moods. The Ecosystem: We are part of a community Transparency: Open platform for reviews/feedback Momentary: Instant communication; Momentary suggestions based on proximity which enables instant feedback. The brand experience is delivered through experts which have specific personalities and translate specific moods. The user molds his experience depending on the expert he related to at the moment of use. The service doesn’t identify itself as a sole operator, but part of an ecosystem. We think less about selling to people, more about enlisting them. The service translates trust and confidence through its tone of voice. We focus on the user his needs and we tailor our services accordingly. We provide a transparent platform, where users can give feedback and share their opinions about the service. We offer instantaneous suggestions with proximity for instant feedback. It is personalized to you in a fun light way. It is easy and accessible at all times. The brand believes in community growth poking fun to draw attention to the joys of everyday life.
  • 40. 40 SIGNATURE The Name: The name builds on the humor of calling someone to grab their attention “yooohoooooo!!!”. It also plays on the “who you are” / “who are you?” emphasizing on the concept of identifying with an expert and getting into their shoes. The Logo Playful and friendly The illustration style Innocent but not childish The Colors Yellow, the color of sunshine, hope, and happiness. Studies have shown that the color yellow relays warmth, cheerfulness, increased mental activity, increased muscle energy. The color yellow helps activate the memory, encourage communication, enhance vision, build confidence, and stimulate the nervous system. THEBARCELONAEXPERIENCE Figure 8: The logo
  • 41. 41 ARCHETYPE: A HYBRID OF THE INNOCENT THE EXPLORER We conducted an exercise to precisely validate the brand archetypes. The brand is a hybrid the innocent and the explorer. The Innocent • Defining Values: Innocence • Virtue: Optimism Optimistic, pure and wholesome. We promote joy, harmony, fulfillment and life’s simple pleasures. Ever cheerful, they embrace lightheartedness and express childlike wonder and faith in possibilities. The Explorer: • Defining Values: Discovery, independence • Virtue: Commitment Adventurous and have a restless desire for discovery. We yearn for new experiences and thrive on freedom and independence. We tend to be pioneers and innovators. BRAND ESSENCE Marrying emotions with the city for a cheery experience
  • 42. 42 BRAND CHARACTER “Ahh! Thank you and Good Morning Barcelona!” From his roof terrace, Yuhu takes in the warm sun, and kisses the soft breeze of the city. It’s been a good day for fishing, and the basket lying by his feet is overflowing with new and peculiar objects. “Wahoo! What new adventures does Barcelona have in store for us today?” Yuhu hastens to pick up the basket of today’s catch and excitedly swooshes down the sliding pole back home- it’s not surprising that Yuhu would much rather weigh fun against a conventional staircase. On the landing, nothing says free spirit more than a big spacious room devoid of walls or partitions! Yuhu empties the basket on one side of the room. This side is neatly jam-packed with rows and rows of knick-knacks and gadgets, and fully adorned with wallpaper of an infinite collection of Polaroid pictures. The other side of the room is empty, with the odd exception of many hand-sized boxes perfectly wrapped with flawless bows. Yuhu picks up a small bronze mechanical device and rummages through his library of collectibles. What marvelous treasures! These discoveries each hold special value to Yuhu and to all the drifting city lovers he’s met along the way. Memento’s expressing unforgettable adventurous and memories, a memento collection of the city of Barcelona. Little by little, he begins picking up different memento’s and integrating them in his bronze mechanical device. Yuhu’s ultimate desire is to make Barcelona a magical and spontaneous discovery for all those who set foot in it. And what better way to be greeted than with a preciously wrapped gift? A small box carrying a big heart of carefully customized Kaleidoscopes of the city’s colors, layers, and experiences. Each one holding individualized keys to the City, that Yuhu hopes he would one day fish out of Barcelona and pass on to other wanderers.
  • 43. 43 THE EXPERTS As research has shown, people become uncomfortable when asked about their feelings. Therefore, instead of asking “how do you feel?” we developed a set of characters in which the emotions are implicit. The user chooses the “expert” he or she relates to the most according to his or her emotions at a given time. The experts are specific personalities and translate specific moods. The emotions are implicit in the sketch of the person. There’s no longer the need to label the feelings as the user will be choosing based on the character he/she identifies with. Now to define these experts we looked into the archetypes by Carl Gustav Jung, a Swiss psychologist. And based on our cocreation results and surveys we narrowed it to 3 main experts. The signature is in the visual identity and in the sketch of the “experts” (their description and tone of voice) • The cultural seeker: Don’t tease me with a glimpse of the city. I want to get down to the root of its customs, the source of its traditions and dig my fingers into its history! Time for some cultural mining! • The fearless adventurer: My daring spirit is thirsting for an adrenaline pumping and heart throbbing adventure. I want to provoke my senses and take a bold detour to the edge! • The curious wanderer: I wonder what wonders I’ll come across as I wander down unfamiliar paths! Hidden treasures of Barcelona, come out, come out wherever you are!
  • 44. 44 As you open the mobile application, you can swipe to get an idea of what to expect and how the app functions, before you decide to sign up for it. After signing in, you get a list of experts. Each one has a description about it. Choose the one that relates to you at the time of use. If you press on “Reviews” you will view the feedback of other users. As you swipe to the left, you will get the filtering parameters. Customize it according to how you feel at this particular moment. Figure 9: Mobile application Mock up (12 screen designs)
  • 45. 45 Part of the mobile app is turned into a sharing platform of unique experiences, where users can follow each other, and discuss. It engages its users and invites them to constantly upload and share events that interest them. *Kindly refer to the video to better understand how the mobile application functions. Once you have set you filters, the search will give you a limited number of results. They are customized to you. The results can be viewed as a list and on a map. Each has a brief description with all the necessary details (address, contact information, etc.) You can save the event, rate it and share it with your friends. When you share an event it is done on the app itself. A conversation window will appear where you and your friends can discuss the event in private.
  • 47. 47 To validate that others would use the service, we had to develop a minimum viable product (MVP). MOBILE APPLICATION MVP We uploaded the design on free software1 , which turns it into a prototype. This way user can navigate and get a feel of the experience. Objective: • To validate if the users are interested in the service. • To know if they would pay for it • To get feedback on the features and navigation Results: • 5 out of 9 said they would pay for it • 7 out of 9 sad they would use it • 3 said they need to try it out for a month first before paying for it. • Navigation could be improved • It is very important to know the real identity of the experts and to check their profiles. • 1 person said: “I would use it whenever I have free time! Specially between meetings... It’s quick and fun!” • “I like that it has a limited number of results, makes it more personal” • “The graphics are fun” • “I want to be able to rate the experts as well” The users were able to navigate through the app., to choose the expert they related to at the time of use and experience how the service functions. The prototype tested revealed that the design is friendly and easy to use. It also validated the importance to of knowing who the experts are in order to trust them. This is about building relationships. We are not here to simply broadcast information, we are here to share and build a community. The tone of voice and the visual language made the experience more amusing, reinforcing the core image of cheerfulness and joy. 1 http://www.invisionapp.com
  • 48. 48 LANDING PAGE Through our research we narrowed down our experts to 3 for a first stage. We developed their descriptions and we now needed to validate their appeal to the crowd. Objective: • To validate if the users are interested in the featured experts. • To know which expert they relate to the most. • To receive suggestions for additional experts Results: Curious Wanderer Cultural Seeker Fearless Adventurer 35 11 6 52 Users in total • Suggestions were made: - Gastronomy seeker - The great escaper The majority (35 out of 52) voted for the “curious wanderer”. It seems that people are drawn to discover their city in a unique and unplanned way. About 1/5 of the voters chose the “cultural seeker” and only 6 out of 52 chose the “fear- less adventurer”. With further research we will be studying different types of experts and comparing them.
  • 51. 51 BUSINESS AND MARKETING PLAN PRODUCT POSITIONING The concept aims to capitalize on the following market trends: • The increasing propensity of people to customized services, • The increasing global demand of services on the go • The growing local tourism sector in Spain • The increasing interest of expats (new-comers) in new local experiences, and, • The increasing worldwide interest in understanding consumers’ emotions. Brand development will focus on the values and the benefits of Yuhu. (Please refer to the design concept section) PRICING The service is based on a free and paid revenue models. Freemium: The user can download the mobile application for free providing full access with unlimited number of searches for the first 3 months. After this period is over, access will be limited to 3 searches per month. We aim to insert the use of the service into their habits. Once the user realized the value of it, they will switch to the premium version. Premium: Users will have full access and unlimited searches for as little as ¤1.99. This fee is paid once. PROMOTION / AUDIT OF BRAND ACTIVATION There are thousands of mobile applications launched daily around the world. By comparing the marketing plans of some successful ones, we decided to focus on exclusivity as a means of drawing interest.
  • 52. 52 1 Wasserman, Todd. “This Infographic Explains What Native Advertising Is.” Mashable. Mashable Business, 13 Dec. 2012. Web. 2014. http://mashable. com/2012/12/13/infographic-native-advertising/. In Phase 1: Influencer marketing Consumers trust recommendations from a third party more often than a brand itself. We would identify, build relationships and share the private beta version with bloggers and other influencers in the market. These are our early adopters. Influencer, not only do they bring their audience, but they also bring their audience’s network as well. Because of the loyalty of their audience, an influencer has the ability to drive traffic to the mobile app, increase our social media exposure, and flat-out sell our product through their recommendation or story about their experience. To ensure a buzz-worthy launch, we will use invite-only access to drive momentum. Each early adopter will be able to extend a specific number of invites to their friends, those friends will also have a limited number of invites to grant to their friends, and so on. It’s a process that inherently brings discussion, need and distribution. Spotify had previously applied this strategy and succeeded enormously. It created a powerful viral trial audience before it launched to the rest of the world. Users had to receive an invite from a current Spotify user. Twitter, Facebook, and other social media platforms buzzed with people looking for invitations to the service. Spotify let its audience help market and create demand for the service organically. To maintain the exposure, we will concentrate on native advertising1 . *Native advertising integrates high-quality content into the organic experience of a given platform Facts: • People view native ads 53% more than banner ads. • Native advertising generates up to an 82% increase in brand lift. • Native ads that include rich media boost conversion rates by up to 60%. IN PHASE 2: • Targeting university hospitality department Since expats are our target and Barcelona has a significant number of students coming from abroad, we will be targeting university hospitality departments. Students are new to the city and as we have discovered they are looking to experience
  • 53. 53 it from a more local and authentic way. They most of the time do not know where to look and who to ask. Their first reference to anything is always their university. We will therefore propose to add an editorial in their brochures to advertise the service. • Targeting Hostels and Real Estate Hostels are usually for travelers visiting the city for a short period. Though they are not our main target, we cannot exclude the fact that thee are some travelers who are not interested in regular touristic Barcelona. Casa Gracia, for example is not a regular hostel. They host a variety of events, including art exhibitions. They also organize tours and excursions, always trying to connect their customers with the local community. Similarly, Sh Barcelona, a real estate service, tries to connect its customers with unique treats around Barcelona through their company blog. The idea is to be featured on these websites and blogs as well as to be present in each room, and apartment. • Collaborating with local event organizers We will set up a network of local event organizers. We are not going to target the big and commercial ones. We are looking for originality and authenticity. We are in search for the up coming and “unknown” local artists / brands. • Social Media advertising - Native adverts will be featured on key websites such as Mashable, LeCool, Metropolitan, Atrapalo, etc. - Facebook advertisement
  • 54. 54 BUSINESS MODEL VALUE PROPOSITION • Customization on the go • Exploration of Barcelona through momentary emotions • Access to local unique experiences around the city • Quick, easy, accessible - no need to pre-plan KEY ACTIVITIES • Gathering engaging content • Updating content daily or weekly • Platform support • Networking • Signing native ads • Customer service KEY RESOURCES • Content gathered by the experts • Event Organizers • The users KEY PARTNERS • The experts • Sponsors • The users who are also feeding the app with their experiences • The event Organizers • Local businesses • Influencers • University hospitality departments
  • 55. 55 CUSTOMER RELATIONSHIPS • Personalized relationship • Fun and Friendly • Community relationship CHANNELS • Mobile application • Web CUSTOMER SEGMENTS • Expats and foreign students who are curious about living the local Barcelona city life. • Locals who are bored with their routines (they would like to have new experiences but they don’t want to put much effort in searching for them) Age 20-40 years COST STRUCTURE • App and web development and maintenance • Apple store fees • Employees salaries • Marketing • RD REVENUE STREAMS • Freemium + Premium 1.99 euro • Native advertising • Sponsors • Monetizing the database (future)
  • 57. 57 START UP PLAN Business Plan Funding: first 2 months from the starting point Developing the mobile application: 3 months from the starting point Creating a network is a constant action. We have to keep expanding our network. Developing content will start 2 months after the starting point. The content is updated daily so this is a continuous action. Testing the mobile application will happen the 5th month, after we have developed the service and gathered enough material to start testing. At the same time we will be marketing the app. One month after the testing it, we will lunch the Beta version to get feedback on our service and to start promoting it. After 6 months, we will launch the app if all the above worked positively.
  • 58. 58 GM Dana El Halabi Sales Dana El Halabi Claire Sturzaker - Negotiating the terms of an agreement and closing sales - Relationship building - Be aware of the market - Presenting the service in a structured professional way face to face. - Gathering content and managing them - Networking - Gathering content and managing them - Networking - Managing staff - Establishing accomplishing business objectives. - Monitoring and maintaining computer systems and networks (fixing bugs) - Improving app navigation - Develop and manage annual budget - Logistics management - HR - Finance Expert 1 Claire Sturzaker Operations Dana El Halabi / TBA Expert 2 TBA IT TBA Marketing Dana El Halabi - Communicating with target audiences and managing customer relationships - Sourcing advertising opportunities and placing adverts in the press - Sourcing and securing sponsorship MANAGEMENT TEAM
  • 60. 60 BALANCE SHEET The initial investment needed is ¤73450. This amount will cover the development of the mobile application and its website which cost around ¤25000. It also includes the cost of computer equipments (¤6000) and patent fees for Europe (¤1600) The cash left will be used for other expenses such as salaries for the first 6 months, office rent and other miscellaneous expenses. ASSETS LIABILITIES Current Assets Accounts Payable Cash 40850 Bank Loan 30000 Fixed Assets EQUITY Computer 6000 Sponsors 20000 Mobile Application + website 25000 Patent 1600 Owner’s investment 23450 TOTAL ASSETS 73450 TOTAL L+E 73450 UNIT ESTIMATION To calculate the potential market share, we estimate to attract 5% of the population between the age of 24 and 45 years. Population in Barcelona 1700000 1700000 1700000 Population using social media 766700 797368 829263 Population Barcelona age 24-45 516886 558237 602896 Market share expected 25844 50241 90434 (Percentage of the population 24-45) 5% 9% 15%
  • 61. 61 COST OF SALES For office space, we will be setting up our operation in a coworking space. We have checked out Betahaus and Gran de Gracia Coworking and we have found that rent will cost us around ¤3300 per year. (check appendix page 87) We have researched different companies for servers and have found a plan with Media Temple for $1900 for 2 years. (check appendix page 87) As for the Apple store fees, they will charge 30% of the download price: ¤1.99 x 0.3 = ¤0.597 and a fix ¤100 for the freemium version. 2015 2016 2017 F App + Web maintenance - 2,000 2,000 F Office space 3,300 3,300 3,300 F Server 950 950 2,500 F Apple Store fees freemium 100 100 100 V Apple Store fees Premium 2,314 5,999 13,497 Total Cost of sales 6,664 12,349 21,397 PROFIT LOSS Our revenue stream is based on 3 methods: • Premium downloads • Sponsors • Native advertising PREMIUM DOWNLOADS The number of downloads occurring in the following table has been taken from the unit estimation. Based on research, we believe it is possible to convince 15% of our users in the first year to pay for the application. Once we have secured 3.877 paid users, it is only logical that a percentage of their friends and family to join as well.
  • 62. 62 If 20% the second year pay for the application, we will have 10,048 paid users. 50,241 x 0.2 = 10,048 paid users The expected income from paid users: 10,048 x 1,99 = ¤ 19,996 For the third year, we expect an increase till 25% 90,434 x 0,25 = 22,609 paid users The expected income from paid users: 22,609 x 1.99 = ¤ 44,991 NATIVE ADVERSTISING Native advertising will set up our main income. Through research we discovered the following data supporting that native advertising, on contrary to traditional advertising can be very beneficial: (The following statistics were taken from an article in Haffington post.1 ) • 70% of individuals want to learn about products through content rather than through traditional advertising. • People view native ads 53% more than banner ads. • Beeby Clark+Meyler led a native advertising campaign for GE which reached 5.1 million people and resulted in 416,000 clickthroughs - an astronomical 8% CTR. (Click-Through-Rate) • Compare that to traditional display ad CTRs, which have dropped from 9% in 2000 to 0.2% in 2012. • 32% of consumers said they would share a native ad with friends and family vs 19% for banner ads. • Viewers spend nearly the same amount of time reading editorial content and native ads - 1.2 seconds and 1 second, respectively. • 57% of surveyed marketers measure engagement - time spent - when evaluating the effectiveness of native ad campaigns. • Native advertising generates up to an 82% increase in brand lift. • Native ads that include rich media boost conversion rates by up to 60%. • Purchase intent is 53% higher with native ads. 1 Wong, Danny. “11 Surprising Stats That Demonstrate Native Advertising’s Value to Marketers.” The Huffington Post. TheHuffingtonPost.com, 5 June 2014. Web. http://www.huffingtonpost.com/danny-wong/11-surprising-stats-that-_b_5267424.html.
  • 63. 63 • 57% of publishers have a dedicated editorial team to create content readers will care about, leaving publishers in full control, not brands, which ultimately benefits readers. • 71% of publishers received no major complaints from readers for featuring native ads while 29% received minor backlash. According to research from IPG media lab, native ads are viewed for the same amount of time as editorial content and is much more likely to be shared than a banner ad (32% versus 19% of respondents said they would do so). 1 Native ads will be featured through the app. They will appear based on proximity / the location of the user in relation to the business or brand POS, in order to increase visibility and probability that the user reacts to the ad. Native ads will also appear based on the relevancy of the situation. Example: The user checking “the cultural seeker” receives a native advert / editorial style related to culture. The user checking “the fearless adventurer” will receive an advert related to a sports activity for example. Why is native adverts more successful in this context? The user is already in a certain mood, and mindset. The app is facilitating the context which makes it easier for the brand to emotionally connect with the user. Investing in thoughtful, tailored content is worth it because the impact will be significantly deeper and longer lasting. We are offering 2 types of placements: Native ads featured as “Tip of the week”: We will have one native ad for each expert every week. It will appear on the experts page. This will be a total of 3 x4 x 12 = 144 native ads per year The first 2 years, Each “Tip of the week” is priced at ¤200 per unit. The third year, the price increases to ¤250 per unit. The second one, are native ads featured through the app, between results and on the community platform. As previously explained, they appear based on relevancy. The brands targeted have to be very relevant to the app. 1 http://www.theguardian.com/media-network-outbrain-partner-zone/native-advertising-quality-scalability
  • 64. 64 During the first year, 1 unit is priced at ¤3500 and we aim to sign 15 brands a year. The expected income will be: ¤3500 x 15 = ¤52,500 The price will increase to ¤4000 the second year and ¤5000 the third year. We expect to sell 30 units the second and third year. SPONSORS We will be targeting sponsors, be it local or international brands, focusing on local community growth. We will approach companies such as Moritz, Desigual, MACBA or an educational institution like IED or ESADE to donate ¤20,000 per year. In return, the brand will be featured on all communication material. Also, a full screen ad for the brand will appear each time a user opens the app. It will last for 2 seconds and then disappear on its own. It is not a click-able ad. SALARIES We will be needing 4 people to get the business started. Each will have a salary of ¤1000 per month Therefore, our salary expenses will be a total of ¤48,000 per year. TAXES As taxes in Spain are very high, we have decided to register the company in Lebanon. This way we will be paying 10% instead of 30%. 2015 2016 2017 V Number of Downloads 25,844 50,241 90,434 V Income from free downloads - - - V Number of paid downloads 3,877 10,048 22,609 V Income from Paid Downloads 7,715 19,996 44,991 Native ad 1 (tip of the week) 28,800 28,800 36,000 V Native advertising 52,500 120,000 150,000 F Sponsor 20,000 25,000 Monetized Data Value - - - Total Revenues 89,015 188,796 255,991
  • 65. 65 F App + Web maintenance - 2,000 2,000 F Office space 3,300 3,300 3,300 F VPS (Server) 950 950 2,500 F Apple Store fees freemium 100 100 100 V Apple Store fees Premium 2,314 5,999 13,497 F/V Total Cost of sales 6,664 12,349 21,397 2015 2016 2017 Gross Margin 82,350 176,447 234,594 Gross Margin % 93% 93% 92% F RD 5,000 5,000 10,000 F Salaries 48,000 48,000 96,000 F Marketing 25,000 15,000 10,000 EBITDA 4,350 108,447 118,594 Taxes 435 10,845 11,859 Net income / Net Profit 3,915 97,603 106,734 Net income / Net Profit % 4% 52% 42% The fixed cost is ¤77,350 CASH FLOW - 1 2 3 Initial $ 73,450 40,850 44,765 142,368 Cash Flow in 89,015 188,796 255,991 Cash Flow out -32,600 -85,099 -91,194 -149,257 Net Cash 40,850 44,765 142,368 249,102
  • 66. 66 NET PRESENT VALUE - 1 2 3 NET PROFIT 3,915 97,603 106,734 NET CASH 44,765 142,368 249,102 1.070 1.145 1.225 This is the “1+i” (index) NPV -73,450 41,837 85,250 87,127 140,763 NPV for this project is 140k BREAKEVEN Fixed Cost 77,350 Yearly fee Geolocaion Native ads - Price per Unit 3500 52500 Weekly fee Tip of the week Ad 200 28800 Paid downloads - Price per Unit 1.99 7715 Total units to Breakeven 33.2 We need to sell 21 Geolocation Native ads and 78 Tip of the week native ads to breakeven RETURN ON INVESTMENT ROI 5% 133% 145% Return 3915 97603 106734 Investment 73450 73450 73450
  • 67. 67 PAYBACK € ¤ 73,450 1 € ¤ 3,915 € ¤ 3,915 2 € ¤ 97,603 € ¤ 101,518 € ¤ 8,133.54 8.55 3 € ¤ 106,734 € ¤ 69,535 We will recover my investment in 1 year and 9 months.
  • 68. 68 CONCLUSION Emotions affect our behaviors and decision-making. Everyday, we experience a variety of them, making it very complex for services and brands to decipher in real time and react accordingly. As a way to understand these constantly changing emotions, we developed a mobile application based on the Archetypes of Jung. Instead of asking our users how they feel, the emotions will be implicit in the sketch of our experts. The latter would then propose unique and authentic experiences around Barcelona based on the user’s momentary emotions. We aim to inspire people, empower local businesses and boost visibility for local talents. Our studies have proved that feeling part of a community and giving back to it motivate users to become loyal to the service. Hence, we believe that Yuhu will find a home in enough smartphones in Barcelona and around the world to be a profitable business.
  • 70. 70 DATABASE VALUE: EMOTIONAL MAPPING According to “2014 Millward Brown Digital” survey, (which polled 300 digital marketing decision makers at Fortune 5000 companies and leading advertising agencies in the United States: - When asked about digital advertising branding objectives, 48% want to make an emotional connection with consumers. - Digital marketers identify social media ads to be the most effective digital ad formats that meet their branding objectives. Websites and mobile applications have been gathering and selling their data as businesses need them to understand industry trends. The app will therefore be collecting marketing data about users’ emotional behaviors, trends and “traveling” habits. The app will gather information about behavioral and emotional trends on a time scale, across locations around Barcelona, and gender and age to further refine the results. (What experiences appeal to users and what emotions do they elicit/induce.) This data can be monetized by selling it to businesses for consumer insights on emotions and behavioral trends. For future research, we need to look into the type of companies we should be targeting. We will also be looking into the different cities we could expand to.
  • 72. 72 BIBLIOGRAPHY Gilmour, Kim. “Business Aspects of Spotify.” For Dummies. N.p., n.d. Web. 12 Nov. 2014. http://www.dum- mies.com/how-to/content/business-aspects-of-spotify.html. Visual. “App Monetization Guide.” Design Boost (n.d.): n. pag. Web. https://dl.dropboxusercontent. com/u/66889708/app-pricing-guide.pdf. Hinks, Jamie. “Foursquare Starts Charging for Location Data | ITProPortal.com.” ITProPortal. N.p., 27 June 2014. Web. 13 Nov. 2014. http://www.itproportal.com/2014/06/27/foursquare-starts-charging-location-data/. Lee, Leonard, On Amir, and Dan Ariely. “In Search of Homo Economicus: Cognitive Noise and the Role of Emotion in Preference Consistency.” Journal of Consumer Research 36.2 (2009): 173-87. Web. http:// www0.gsb.columbia.edu/mygsb/faculty/research/pubfiles/3803/lee_search.pdf. “A Matter of Trust(s) - How to Win Your Customers’” B2B Digital Marketing Agency. N.p., n.d. Web. 06 July 2014. http://toplinecomms.com/blog/2013/10/part-9-a-matter-of-trusts-how-to-win-your-customers. Wong, Danny. “11 Surprising Stats That Demonstrate Native Advertising’s Value to Marketers.” The Huffington Post. TheHuffingtonPost.com, 06 May 2014. Web. 24 Nov. 2014. http://www.huffingtonpost. com/danny-wong/11-surprising-stats-that-_b_5267424.html Chai, Nathan. “The One Thing Better for Business than Customers.” ITProPortal. ITProPortal, 10 Oct. 2014. Web. 24 Nov. 2014. http://www.itproportal.com/2014/10/10/one-thing-better-business-customers/ Fletcher, Regan. “Buzzfeed and The Cost Of Native Advertising.” News360. N.p., 27 Sept. 2013. Web. http%3A%2F%2Fblog.news360.com%2F2013%2F09%2Fbuzzfeed-and-the-cost-of-native-advertising%2F. “Cookies: Leaving a Trail on the Web | OnGuard Online.” Cookies: Leaving a Trail on the Web | OnGuard Online. On Guard, n.d. Web. https://www.onguardonline.gov/articles/0042-cookies-leaving-trail-web. Scherer, K. R. “What Are Emotions? And How Can They Be Measured?” Social Science Information 44.4 (2005): 695-729. Trends and Developments: Research on Emotions. Web. http://lep.unige.ch/system/files/ biblio/2005_Scherer_SSI.pdf Thompson, Derek. “How Consumers’ Moods Drive Decisions.” The Atlantic. Atlantic Media Company, 02 Oct. 2014. Web. Mar. 2014. http://www.theatlantic.com/business/archive/2014/10/how-companies-try-to-sell- happiness/380986/. Mogilner, Cassie, Jennifer Aaker, and Sepandar D. Kamvar. “How Happiness Affects Choice.” Journal of Consumer Research 39.2 (2012): 429-43. Chicago Journals. The University of Chicago Press, Aug. 2012. Web. 2014. http://www.wharton.upenn.edu/bakerretail/files/Cassie_Mogilner_Paper_2.pdf. Epstein, Seymour (1994), “Integration of the Cognitive and the Psychodynamic Unconscious,” American Psychologist, 49, 709–24.
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  • 74. 74 Huffington Post. TheHuffingtonPost.com, 5 June 2014. Web. http://www.huffingtonpost.com/danny- wong/11-surprising-stats-that-_b_5267424.html. Hallett, Tony. “What Is Native Advertising Anyway?” The Guardian. Outbrain, n.d. Web. http%3A%2F%2Fwww.theguardian.com%2Fmedia-network-outbrain-partner-zone%2Fnative-advertising- quality-scalability.
  • 76. 76 • How do you find out about new places in Barcelona? • How do you find out about happenings / events / activities in Barcelona? • When you think of discovering Barcelona, which of the following personas appeal to you the most? (Choose as many options as you like) Table 5 Table 6 Table 7
  • 77. 77 INTERVIEW SAMPLES Name: Carmo Profession: Student Age: 36 years Time in the city: 7 years What have you been doing? At the beginning everything was exciting Last years I haven’t been doing much - home phase. “We used to go to free things” Notes: She used to check local magazines to find about local experiences, and her friends who were living in the city and had their networks. She didn’t have Facebook back then. Now she gets her recommendations through Face- book. “Buchaga” were available in cafes. “I like to search about what’s happening ‘today’ and not tomorrow or next week” which means she doesn’t plan ahead. Finds out about things through friend’s recommendations. She uses Tripadvisor. ex: good Japanese around Gracia She reads reviews, price, pictures, space She recently downloaded Foursquare but has never used it yet. Ideal environment: Terrace without wind and cars, with a sea view and chillout music. Calm mind, good company. -- Relaxed, pleasant moment. When feeling down: i went to sleep. i was very tired. When u r tired u don’t have the patience nor the tolerance. view from the room is very important to relax her. - Name: Pamela Profession: Student Age: 29 years Time in the city: 4-5 months What have you been doing? A lot of tourism, events like electronic brunch, concerts at Palau de la Musica. i found out about them through searching Online. Needs: Want to live the real authentic Catalan life. You need to know a local to tell you where to go. The Internet is misleading. I rely on people’s experiences. word of mouth. i don’t usually plan for the weekends unless I have visitors in town. Interests: theatre, dance, festivals, outdoor activities. Frustrations: I want to live the city more. I have time management problems. I wish i could do dance (salsa) or take workshops such as drawing. Use my Bicing more often. Notes: I use Fourquare and Tripadvisor t find places. And i am happy with it.
  • 78. 78 I also use Minube and it’s quite good. Ideal environment: Next to the beach, sipping Bacardi and listening to lounge music. I feel like i’m suffocating. When feeling down: i get out and go for a walk. I hang out with ppl who have positive vibes. - Name: Luciana Profession: Fashion Marketing Masters student: Age: 26 Local Do you plan for your weekends? “We always know we are going out but we don’t plan where. We just go with the flow.” How do you decide where to go out? “We always go to the same places. We don’t have to think about it. it is always a last minute decision. We don’t need to plan. We only plan if we want to go see a DJ coming to Barcelona and that’s very occasionally.” How do you find out about things to do? “I have a friend who is a lot into music and djs so he tells me.” Do you search for new places? “Not much. You get used to things and you know where you are going to find in a spe- cific place. You are very practical. I can go wherever I want and I don’t need to take a taxi. For people here, when you get used to something it is difficult to change it.” Do you use any mobile applications? “I use Facebook, Instagram. I have mobile apps for restaurants: Just Eat and El Tenedor. You can look for restaurants and they give you discounts. I don’t use Foursquare. I find it annoying because people keep checking in. I like social media but I don’t like people to know what I am doing at all times.” How are you feeling right now? “I don’t know…having a conversation with a stranger…” If you could be anywhere, where would it be? Please describe it for me. “At the beach. I would love to be in Bali. I need to relax right now and to disconnect from everything. Not planning. Just be there.” What do you usually do when you are stressed out? “I try to do sports. Lately I don’t sleep much. The more I sleep the more tired I am.” I think foreigners who live here… those studying here for few years, live the city much more than we do. Because it’s not your city and you want to know everything about it, you just walk all over the city and you try new places. When you’ve been living in one place for so long, you just keep doing the same things you got used to.” What would help you break out of this routine? “When go out with my friends at university who are not from Barcelona, I do different stuff. New things. It is difficult to break the rules you establish without knowing. I some-
  • 79. 79 times get a little bored and I try to propose new plans, new places but it is very difficult.” Would it help if you had someone proposing to you things to do? “I’m the kind if person who says yes to everything. If someone proposes to me new things then yes!” - Name: Pablo Profession: Student Age: 36 years Time in the city: 4 months What do you mean by knowing the city? To be involved more in the local culture. Going to local spots where you can find local people doing their regular stuff. How do you find out about these places? By asking people from here. I don’t want to do touristic things. I live here. What are you interested in doing? I want to know how the people live here in an original way. This is a touristic city so sometimes you just see the fake image of it. I want to know the real Barcelona. What are the real people here doing? There is another life under. How do you learn about places? By Internet but it’s the worst way because its all commercial. Advertising bombards you. The best way to do things is in a spontaneous way with locals. But local people are not that open to knowing foreigners. Do you plan for your weekends? Everything I do is spontaneous. I’m trying to live the city every day. How are you feeling? If you could be anywhere where would that be? And why? - Name: Mariana Profession: Student Age: 25 years Time in the city: 10 months How do you trust a place? I read reviews Why would you choose a place over another? - Name: Miriea, Profession: Graphic Designer Age: 40 Local How do you spend your weekends? Do you ever plan? No. When friends propose an activity I’ll decide to go if I’m interested. How do you find out about places? Facebook, friends, discounts membership.
  • 80. 80 What kind of mobile applications do you use? What is you favorite place in Barcelona? “I see pictures and so I can know the atmosphere of the place. I am very visual. I need to see before I decide to do.” “I need to see what a person posts to make a projection of his life and his taste and then i can trust his recommendations” “As locals, we don’t search much for new things because we’re always here” “There are a lot of things to do in the city but i don’t do it...I never have time to make plans...I’ll just go to places i know” “I need a motivation to break my routine...The content of the show could be a motivation” “Instagram is a good source to find new restaurants because of the pictures. I can see the atmosphere of the place.” “I trust recommendations only if i trust the person and know his taste” “Best experiences are when you don’t plan for them to happen” “I like to live barcelona as the little village” “I think of foursquare, time out and other similar apps as commercial and not authentic” “I have to have the connection with someone real...Someone i could feel” - Name: Elena, Profession: co-founder and experience designer at Authenticitys Age: 40 Local expert “How to connect tourism to micro-finance” “Big amount of money in the tourism sector but very little goes down to the local economy.” “There’s a change in tourism trend. Tourists are looking for more authentic experiences, ways to give back, to exchange ideas...” “When you are featured in lonely planet you no longer need to market yourself” “There’s a growing need for authentic local guides” “We were targeting tourists but ended up attracting locals mainly” “Instead of creating tours, i created authenticity challenge; it’s a workbook that gives you all the steps to how to create a tour” “Neighborhood initiative” “You need a lot of traffic to make money, so i don’t see that an app will help”
  • 81. 81 DanaElHalabi|IEDMasterinDesignManagement2014 CHECKMYMOOD: Theweatherisgreat!Ifeellikegoingtostudyinanice placethathasaterrace! Recentlymovedtothecityforayearortwo. Wantstolivelikealocal,andexperiencethebest Barcelonahasdependingonhis/hermood! 30min CHECK RESULTS 5min CHECK LOCATION 15min CHECK PICTURES REVIEWS 10min CHOOSEA DESTINATION 10min GETTINGTO DESTINATION 10min CHECKING RECOMMENDA- TIONS 5min SHARETHE EXPERIENCE 30min SEARCHING FORA SPECIFICKIND OFPLACE MOBILE APPS. WEB SEARCH MAP FRIENDS CALL CheckFoursquare zillionresults thataregeneral don’tentirely matchmymood Readreviewson Tripadvisorand otherwebsites. Toomanyresults. Checkwhat othershave recommended toorder. Rateandwritea review Checking appsfor restaurants andbars Checking blogsand websites Gothrough theimage gallery Gothrough theimage gallery Askfora friend’srec- ommendation. Checkhowfar itisandhow togetthere Checking themapfor directions Callif reservations areneeded BEFORE(sameday)DURINGAFTER TOUCHPOINTSACTIONS EMTN ExcitedExcitedExcitedAnnoyingBoringIndifferentSatisfiedIndifferent
  • 82. 82 STARFISH HOW MIGHT WE Experience Barcelona and its culture through our momentary emotions. How might we understand user’s emotional needs How might we deliver personal and non commercial results How can we deliver authentic and non touristic results How can we connect with the user on a personal level How can we categorize experiences (spaces and events) based on mood themes
  • 83. 83 LENGTH ACTIVITY 0:05 Project Presentation 0:40 Co-Creation session (Part 1) Each person will choose 3 emotions to map a journey - Emotions + what/where + who Discussion 0.35 Co-Creation session (Part 2) As a group, choose 4 experts and associate them with places / activities which will bring out the best in them. In your opinion what was one feeling in order to choose this character? Discussion. 0:20 Co-Creation session (Part 3) App functionality: What are the different features you would like to have? Discussion WORKSHOP AGENDA PERSONAL RESEARCH PROJECT JUNE 26, 2014 PURPOSE: TO DEVELOP AN APPLICATION THAT SUGGESTS A DISCOVERY EXPERIENCE, WHICH CATERS TO THE USER’S PERSONAL MOMENTARY EMOTIONS. THANK YOU!
  • 84. 84
  • 85. 85 LENGTH ACTIVITY 0:05 Project Presentation 0:40 STEP 1 Objective: How do people group? What is the logic behind the connections they made? Each person will group the different experiences into sets and will then label each set. Discussion: why did they group them this way? What does each label represent to them? What profiles could link to such activities? 0.30 STEP 2 Objective: How do people group? What is the logic behind the connections they made? Each person is given a set of profiles. Match the profiles with your previous labeled sets if applicable. Discussion: Explain the logic behind the grouping. (If any don’t match, why? How would you group them?) 0:20 STEP 3 Rate the sets. Which appeals the most to you and depending on what? WORKSHOP AGENDA PERSONAL RESEARCH PROJECT JULY 21, 2014 PURPOSE: HOW TO HELP THE USER DISCOVERY AUTHENTIC BARCELONA THROUGH HIS/HER PERSONAL MOMENTARY EMOTIONS. THANK YOU!
  • 86. 86