kept: a mobile micro-journal for couples

Andrew Martin, Interaction Design Brandon Ly, Product Design

Sandy Huang, Computer Science

Jesse, 30

Alice, 26 &

Tyler, 19

Rebecca, 18 &

90% of surveyed females said that they keep track of memories in romantic relationships 70% of surveyed males said that they keep track of memories in romantic relationships

a scrapbook - I like that it's colorful and tangible; I don't like that it takes a long time to put together and isn't really live-updated, so we miss stuff�

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”

a scrapbook - I like that it's colorful and tangible; I don't like that it takes a long time to put together and isn't really live-updated, so we miss stuff� I like visual things, so pictures [are] nice ... I don't like how it takes extra time to create the thing to keep track of memories though. ��

“

”

a scrapbook - I like that it's colorful and tangible; I don't like that it takes a long time to put together and isn't really live-updated, so we miss stuff� I like visual things, so pictures [are] nice ... I don't like how it takes extra time to create the thing to keep track of memories though. ��[we] rarely get around to writing [a journal], but it's pretty and a nice couple activity”

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”

-“scrapbooking” is too time intensive -memories are scattered across email, text, chat messages, photos, physical memorabilia -people want to keep some memories private and others public

Problem:

boxes of physical things (“my hope chest of sorts”): ticket stubs, letters, corsages� physical mementos: scrapbooks, photo albums, private & shared journals, quilts� online photos: Facebook photos, Photobucket, Dropbox,� messages: Facebook / Gchat, email, text messages, blogs, Google docs,  ‘email scrapbooks’, ‘word doc scrapbooks’, ‘text message spreadsheets’

Need-finding : current workarounds

Young adults Ages 15-30

Long-distance relationships

Kept is a mobile micro-journal that allows two people in a relationship to collaboratively share their thoughts, moments, photos, and other memories on a joint, private account.

Key Features:

Key Features:

joint account

Key Features:

joint account

aggregation of correspondence

Key Features:

joint account

fully searchable

aggregation of correspondence

Key Features:

joint account

fully searchable

aggregation of correspondence

social media integration (2-way)

The #1 most important thing is to find the key influencers in your target market, and get them using your product. The rest will follow.

“ ”

Jack Dorsey, Founder of Twitter and Square, on Marketing Strategy:

Key influencers? -celebrity couples endorsements -relevant communities (relationship advice forums, match.com) -key bloggers

Marketing and Partnership Ideas? -partner with facebook / match.com? -viral story videos -couples incentive??

$3 - $5

$3 - $5

freemium / payment?

Competition:

Today’s technologies, products, and services do not adequately serve the human need for intimacy and personal connections … In 2012, product companies will deliver new products that begin narrowing the social circle and capturing intimacy and authenticity.

“ ”

-Nathan Weyer, Vice President of Business Development at frog

Total Available Market

160 million People in

relationships in the U.S.

1.  Pew Internet and American Life Project: http://www.pewinternet.org/Reports/2006/Romance-in-America/Report.aspx

1

U.S. Census: http://www.census.gov/compendia/statab/2012/tables/12s0007.pdf

Total Available Market

Served Available Market

160 million

56 million People in

relationships in the U.S. with

smartphones 2

2. Pew Internet and American Life Project: http://pewinternet.org/Reports/2011/Smartphones/Summary.aspx In-Stat: http://news.cnet.com/8301-13506_3-20095949-17/in-stat-majority-in-u.s-to-have-smartphones-tablets-by-2015/

Total Available Market

Served Available Market

Target Market

160 million

56 million

14 million 15 - 30 year olds in the

U.S. in relationships, who use mobile apps 3

3. U.S. Census: http://www.census.gov/compendia/statab/2012/tables/12s0007.pdf Pew Internet Life Project : http://PewInternet.org/Reports/2011/Apps-update/Part-1/Who-downloads-apps-to-their-phone.aspx Nielson: http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2011-Reports/state-of-mobile-Q3-2011.pdf

4

4. Pew Internet Life Project : http://PewInternet.org/Reports/2011/Apps-update/Part-1/Who-downloads-apps-to-their-phone.aspx Nielson: http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2011-Reports/state-of-mobile-Q3-2011.pdf

160 m

56 m

14 m 20 m

104 m

160 m

By 2015 2011

- global mobile application revenue reached $15 billion in 2011 - almost triple that of 2010

5. Walsh 2011 - http://www.mediapost.com/publications/article/143686/

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- global mobile application revenue reached $15 billion in 2011 - almost triple that of 2010 - the number of applications downloaded is growing exponentially, and will reach a total of 185 billion worldwide by 2014

5. Walsh 2011 - http://www.mediapost.com/publications/article/143686/

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5

Future Growth Opportunities:

location-based content

maps integration

recommendations

Future Growth Opportunities:

location-based content

partnerships with local businesses

maps integration

food & entertainment promotions

printing bespoke albums

recommendations

meaningful connections

Questions ?

Product: mobile micro-journal for a couple to keep memories on a joint, private account. � Users: young couples 15-30 with smartphones� Problem: Current scrapbooking methods are too time intensive; memories decentralized; privacy is important� Distribution: We want to associate getting into a relationship with signing up for Kept.� Market Size: By 2015 the number of people in the US that have smartphones will almost double� Why us: Design + CS team

Recap