This week I put a lot of thinking in the value proposition of the service. Since I had the chance to talk to Jesse (co-founder of Entrustet) this weekend I asked about his opinion on this topic. His insights and tips from my thesis advisor helped me come to the conclusion that the value proposition can probably be divided in two big areas. First, the personal values, this includes experiences, stories or even physical things that a important to someone but not necessarily have a material value. On the other side there are digital assets, those are the things that might have a financial value to the person and the heirs. A immediate access might be important (for example in order to get the access to a website that sells something and that someone left behind).
But the value proposition for the potential customer is not only having and saving this content, it is also to control it. I think this is very important to keep in mind: What people want is to make sure that after death they are remembered in a way they are comfortable with, they want that the right information/assets are getting inherited. Interestingly this controlled legacy can already be seen in oral traditions that are being told in families: most of the times repeated and fairly specific.
After having the value proposition outlined I started to think about the key activities for the customers of my service. I am still not sure if this service enables the user to built a legacy by collecting data from daily life or if the main goal of this service is to sort already existing data/assets in a “legacy bucket”. Potentially it could even be both but in order to make a decision I started to prototype different scenarios. During the first prototype I want to get insides into the experience of reflecting on life as well as collecting in a regular basis. I asked people to write down 1 sentence and chose/take one picture every second day. Those memories could be a reflection of the last 2 days, a very good moment or just things that are in mind and important. I made boxes for half the people in which the sentence could be stored in order to research the relevance of physical objects. This prototype will go on for another week.
In the meantime I started with a first round of ideation. I only took about 5 minutes for one idea and then moved to the next one in order to look at the problem in as many angles as I could. I also tried to consider the milestones in the service experience, since I found out that it’s hard for people to constantly have death in mind while using the service. I think this was a good starting point but still needs some more work:
1. Time Capsule – A object that opens its content only once a year. During this one time new content can be added (things that happened over the last year) and old content can be viewed (what was going on two years ago). A milestone/reward could be a yearly report that could be shared withing the family or even a family gathering to look at the last years data.
2. Future Message – This message can be written now but send to the future. For example I could write a message to my sister right now, but send it in 16 years as for example a birthday present. This message could also be send to the children in 50 years.
3. Memorialize – This portable object comes with a camera, audio recording and a button, by pushing the button a picture gets taken and audio gets recorded – a moment is memorialized. The content will be saved on the object as well as on a private online site. Ideas like memorialize button on websites, reminders to collect more content and a easy way to decide on what happens with social networks came up.
4. Social Gravestone – During lifetime important data could be send to an online database. After death this database will be implemented in a gravestone. If friends and family wanted to visit that data they can go to that gravestone and enter memories and saved information from a loved one.
5. Rough potential interesting ideas – Data: How can the service tell a story with someones data? Here I want to have a closer look into editing process and making data interactive. Nature: What makes me, me? What could I take from the bionic science to influence the service or the product?