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Transcript of Design Innovation Development and Marketing Strategies
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BUILDER.IN
PROCESS BOOK
GROUP 1 (ANNA CALDERON, CHARESE ALLEN, MARYBETH CAMPEAU, SUSAN BERNARD) | DMGT 720 | SPRING 2013
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CONTENTS
Introduction
Detailed Findings
Mission Statement
Part 1: Research
Project Challenges
Competitors Overview
Competitor Analysis
Network OverviewNetwork Goals
Building Social Network Project Challenges
Part 2: Users
Demographics
Proles of persons interviewed
User Group Personas: Climbers
User Group Personas: Promoters
User Group Personas: Trainers
User Group Personas: Non-Participatory EnthusiastsEmpathy Maps
Part 3: Business Development
Creative Brief
Five Questions
Onliness Statement
Value Proposition
SWOT Analysis
Business Model Canvases for Competitors (Climbnd)
Business Model Canvases for Competitors (Boulder Problems)
Business Model Canvas for Builder.InZAG Steps
ABC-Q Presentation
Part 4: Brand Development
Network Activity: Description of Touch Points
Journey Mapping: Climbers
Journey Mapping: Promoters
Journey Mapping: Trainers
Journey Mapping: Non-Participatory Enthusiasts
Prototyping: PresentationPrototyping: Sketches & Mockups
Conclusion
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Detailed Findings
While most people are familiar with rock climbing, there is a new trend called “Urban Climbing” or “Buildering”. Climbers who
are stuck in cities have started climbing the sides of buildings and other man-made structures to create the urban equivalentsof “boulder problems”. Rock climbers use various social networks to communicate with each other. Many sponsored and un-sponsored climbers have personal blogs documenting their experiences.
Three websites are most used for social networking in the rock climbing category:
• Climbnd.com• Cragnotes.com• Boulderproblems.com
The niche sport of buildering is a “white space” for us to explore. A social network could serve a function in an urban capacityin the way that other sites serve for natural or indoor rock climbers. Users would be able to sign in, photo document a boulder-ing problem, give it a name and a difculty ranking, have an option for posting videos, and comment on their climbs.
A map function that will allow the member to see potential climbs in your area, show how many people have done them suc-cessfully, provide tips etc. Users would have their successful climbs listed on their prole page, building credibility for the mostfrequent users.
Mission Statement
This Urban Climbing Social Network will provide an engaging forum for new and experienced climbers to share their experienc-es with buildering, connect with other climbers, and discover new places to climb. The buildering social resource will establisha groundwork for the largely underground urban climbing movement to expand and discover new places to climb.
The building social resource will establish a groundwork for the largely underground urban climbing movement to expand andgamer legitamacy. They social network will be a platform for shared climbing-related information, and it will encourage climbersto seek permissions and training before climbing.
INTRODUCTION
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PART
ONE
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RESEARCH
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RESEARCH
Project Challenges
• How can we make it work ?
• How will we fund the online presence ?
• How do we identify legal issues regarding climbing in public places?
• How do we integrate a map function into our site ?
• How do we provide a forum for training new climbers ?
• How do we stay current, new, and interesting ?
• How do we integrate this with other social media platforms, like Facebook (as an app) ?
• How do we get the rst wave of builderers to post information ?
• How do we reach our audience through marketing ?
• How do we encourage climbers to seek permission to climb on private property ?
• If a climber posts information and pictures on a climb that he/she hasn’t obtained permission to climb that he/shehasn’t obtained permission to climb, how do we regulate it ?
• Can we do this in nine weeks ?
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Competitors Overview
After conducting preliminary research on the available social networks, we have found minimal overlap in objectives and ex-
ecution. There are sites, such as buildering.net, that provide a forum for users to share videos, photos, and comments abouttheir adventures of others. Other networks like ClimbFind allow users to nd climbing partners and local climbing opportunities.These networks have features and objectives that overlap with our network. However, the opportunity exists for an all-inclusivenetwork that encompasses these features and introduces others to encourage social interaction. Our network intends to ll thisgap for a buildering social network.
Competitor Analysis
We have not identied any social networks as direct competitors; however, we have identied the following social networks as
indirect competitors: Climbnd.com, CragNotes.com, and BoulderProblems.com. We have classied them as indirect compet-itors after analyzing the objectives, approach, membership, and homepage of each, nding that they have similar frameworksfor the braoder athletic endeavor of rock climbing, both indoors and outdoors.
CragNotes was identied as a way to keep up with fellow climbers. Users have the ability to build their social network ofclimbing partners and share notes on climbs, letting people know that you stay up to date on your climbing plans. Climbers letother climbers know where they are headed so that they can meet up at the designated location.
ClimbFind was identied as the most popular rock climbing social network, with active members in the US, Canada, England,Scotland, Australia, Germany, and others. Climbnd helps users nd indoor and outdoor climbing partners, and it allows you to
become familiar with other climbers who frequent the same climbing areas as you. Climbing history is recorded in your Log-book, and the platform suggests climbers to a user based upon information entered into the Logbook.
BoulderProblems allows for the most social integration of our three indirect competitors. It allows you to record your climbs,track your bouldering projects (climbs that you’re still attempting), and follow your friends. It helps you visualize your climbinghistory by date or difculty through charts and graphs. Interestingly, it allows you to import your tick list of climbs from othermajor apps. Finally, it allows easy Facebook Timeline integration and publishes your climbs there.
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RESEARCH
Infrequent
Allows forsocial interaction
Habitual
Information - sharing
Sports Buddies
ClimbFind
Idealist
VolunteerMatch
Task Rabbit
Urban Climb
Get involved
United we serve
Assured Labor
Fixr
All for good
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Network Overview
Users create proles with their Buildering accomplishments, along with videos and pictures of their adventures. Other users
have the ability to comment on the photo and videos, as well s build connections with other climbers. Real-time social inter-action is possible through chats and forums, differentiating the network from competitors. The network taps into the wealth ofknowledge of users, allowing them to share locations, tips, and details of climbs. Consistent user input and an ever-expandinguser base contribute to the sustainability of the network.
Network Goals
• An easy access, one-stop shop for user groups available at any time through multiple devices
• Create a sustainable platform that is conductive to knowledge sharing and networking
• Create a platform that is fun and meaningful
• Increase awareness of Buildering amoung non-users
Buildering Social Network Project Challenges
• How can we create a secure network for sharing of often-illegal activities ?
• How can we make the network all-inclusive, yet user friendly ?
• How to effectively build an online presence ?
• How to increase visibility and interaction amoung non-participatory enthusiasts ?
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PART
TWO
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USERS
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USERS
Demographics
AVERAGE INCOME: $70,985 AVERAGE AGE: 24PERCENT MALE: 79%GENERAL DESCRIPTORS: Men, Active Lifestyles, Sports Fans
Based on Urban Climber Magazine, which is the only climbing magazine able to offer advertisers and marketers a key demo-graphic - the youth market is the largest and fastest growing segment of the climbing population.
OCCUPATION OR INDUSTRY:
Climbing enthusiasts (Students, Stunt persons, Activists, photographers)
Promoters (Building owners or Read Estate Developers
Non-participatory Enthusiasts
Sports Trainers
CURRENT COMMUNICATION METHODS:Word of mouth, magazines, other social networks, existing networking strategies and Industry
STANDARDS FOR INFORMATION NEEDS: A forum for users to share videos, photos, and comments about their adventures as well as ndings for climbing opportunities. Ability to visualize history of climbs by date or difculty using charts and graphs. Allows for import of a checklist of climbs fromother apps as well as Facebook timeline integration, publishing climbs so that others can comment.
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Proles of Persons Interviewed
Name: Ben Tsui Age: 25Location: Atlanta, GA Profession: Works part time in a medical ofce Areas of Interest: Climbing, music, photography and gymnastics
Connections: Friends with John and BrionNotes: Loves climbing, just graduated with a degree in Chemical Engineering from
Georgia Tech
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Tell me a little about yourself (name, age, job, hobbies, place of residence, etc).
My name is Ben Tsui, and I am 25 years old. I recently graduated from Georgia Tech with a B.S. in Chemical Engineering. I liketo play music (guitar) and climb. I live in Atlanta, GA, but I’m in Chattanooga visiting my family.
Is climbing usually a social or solo activity for you? Is this something you would like to change?
It’s denitely a social activity.
What online social networks are you currently involved in and why? Is there anything you would like to see that is cur-
rently not offered through these?
I’m on Facebook and I use Last.FM. I use Twitter infrequently. I post climbing photos on Facbook.
How do you normally share your climbing experiences with others (verbal, photos, videos, blogs, etc)?
Photo, mostly. Verbal with my climbing friends. I like to take videos, but I rarely get around to editing them into something Icould present to others. A lot of other people make videos and set them to music, and those are posted to Facebook or topersonal blogs. I like to check where I’m about to climb by searching the name of a boulder problem on YouTube to see if I canlearn from others. Sometimes I can nd them, and sometimes not.
What methods do you use to nd new climbing venues (indoor and outdoor)?Word of mouth.
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Ben TsuiInterview, cont’d
What publications or websites do you read that relate to climbing?
Climbing Magazine (print and online), blogs of friends, www.seclimbers.org
Who would you consider to be the most inuential climbers?
Jimmy Webb is my favorite climber, and I’m always happy to run into him.
How familiar are you with buildering? (or What do you know about buildering?)
I’m familiar with it, and I know a few people who do it. I’ve done it a few times.
Who or what inuenced you to climb buildings?I was at a climbing gym in Atlanta and ran into some guys who said that they did it around Atlanta. I joined them a few times.
What is the most dangerous urban climb you’ve had so far? Were you injured? Arrested?
I’ve never done anything too dangerous, and I always made sure that it was in a secluded area.
Do you seek permission when you climb buildings or in other urban spaces?
No
Were you a sports enthusiast prior to urban climbing? If so, what sports were of interest to you and which ones did you
actually do? I was a gymnast, and I also did Karate as a child.
What methods do you use to nd new climbing venues?
Tagging along with more experienced friends.
USERS
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Ben TsuiInterview, cont’d
How would you rate your skill level as an urban climber? What would give you satisfaction as you moved ahead (what
rating system would work for you)?
If you’re good at bouldering on rock. you’ll be good at bouldering on buildings. It would be nice if there was an ofcial ratingsystem, but I think most people just use the Hueco “V” grades, like they do for regular bouldering. If you climb for a while, theranking system makes total sense—there’s not a reason to change that.
What do you take with you when you go rock climbing/urban climbing and why?
Chalk bag, climbing shoes. When I climb on regular rock, I bring a crash pad, but that’s too unwieldy to bring while walkingaround a city.
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USERS
Name: Brion Voges
Age: 26Location: Knoxville, TennesseeProfession: Works at a pharmacy Areas of Interest: Climbing, blogging, and photography
Connections: Friends with John and BenNotes: Likes to set outdoor boulder problems
Tell me a little about yourself (name, age, job, hobbies, place of residence, etc).My name is Brion Voges. I just turned 26. I was married last year, and I just got a job at a pharmacy. I went to University of Ten-nessee at Knoxville, mostly because of the access to great outdoor climbing.
Is climbing usually a social or solo activity for you? Is this something you would like to change?I like to go with friends, but sometimes I’ll go alone. I’ll go alone when I’m working on a project—like getting an outdoor boulderready to climb. That’s pretty boring for other people—I take alone a toothbrush and a rope, and I’ll clean out the holds. I workon pretty hard projects, and after I get them ready, I spend a lot of time making the rst ascent and then naming it.
What online social networks are you currently involved in and why? Is there anything you would like to see that is currently not
offered through these?I’m on Facebook, but Facebook is stupid. I have a blog where I record in journal-form my climbing adventures, and it actuallygets a lot of hits.
How do you normally share your climbing experiences with others (verbal, photos, videos, blogs, etc)?I’ll talk with my friends, and I take a lot of pictures. My friends take videos and I’ll edit them.
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Brian Voges Interview, cont’d
What methods do you use to nd new climbing venues (indoor and outdoor)?
Talking with other people at boulder elds.
What publications or websites do you read that relate to climbing?I read a lot of blogs.
Who would you consider to be the most inuential climbers?Sharma’s obviously the best climber in the world, but I think he’s overrated. Daniel Woods is really cool.
How familiar are you with buildering? (or What do you know about buildering?)I know about it, but I’m not an expert. I’d rather by outside in the woods.
Who or what inuenced you to climb buildings?Friends.
What is the most dangerous urban climb you’ve had so far? Were you injured? Arrested?I haven’t done anything dangerous. Not to brag, but I’m a pretty good climber. I wouldn’t risk getting injured climbing adumb building.
Do you seek permission when you climb buildings or in other urban spaces?
No, you have to do it when no one is watching.
Were you a sports enthusiast prior to urban climbing? If so, what sports were of interest to you and which ones did youactually do?I played baseball as a kid. I like Ultimate Frisbee, but climbing’s more my speed. My wife is a yoga instructor, so I’m learningmore about that.
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Brian VogesInterview, cont’d
What methods do you use to nd new climbing venues?Just talking to people and looking at their picture albums on Facebook or blogs.
How would you rate your skill level as an urban climber? What would give you satisfaction as you moved ahead (what ratingsystem would work for you)?I’m a good boulder, so when I tried it, I was a good climber.
What do you take with you when you go rock climbing/urban climbing and why?Outdoors, woods: toothbrush (for cleaning), chalk bag, extra chalk, crash pad, climbing shoes
Buildering: Climbing shoes and maybe chalk.
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Name: John Gass Age: 24Location: Charlotte, NCProfession: Works as a sandwich artist at Subway Areas of Interest: Climbing, Videography
Connections: Friends with Ben and BrionNotes: Travels with friends to make climbing videos, well connected online
Tell me a little about yourself (name, age, job, hobbies, place of residence, etc).
John Gass, 24. Hobbies: climbing. Charlotte, NC. In town visiting friends. I grew up here.
Is climbing usually a social or solo activity for you? Is this something you would like to change?It’s always social. I don’t want to change that.
What online social networks are you currently involved in and why? Is there anything you would like to see that is currently notoffered through these?I’m on Blogspot, and I post my videos on iClimb and Vimeo. YouTube isn’t good enough quality.
How do you normally share your climbing experiences with others (verbal, photos, videos, blogs, etc)?
I actually make a lot of videos. My friends all take pictures, but I’d rather share with video. I just got back from Colorado fromdoing alpine bouldering. I was lming with my friend Ivelin Penchev—it’s posted online as “Alpine Fever.”
What methods do you use to nd new climbing venues (indoor and outdoor)?Talking with other climbers.
What publications or websites do you read that relate to climbing?There are so many websites: lovechclimbing, iClimb, rockclimbing.com, videoclimb, climbing.com, inspiredclimbing.com,climbingnarc.com. I even have a pinterest page about climbing, but I don’t like to tell my friends that because it looks weak.
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John GassInterview, cont’d
Who would you consider to be the most inuential climbers?My buddy Jimmy Webb is the best boulderer that I know personally. I love how Dmitry Sharafutdinov climbs.
How familiar are you with buildering? (or What do you know about buildering?)I’m familiar with buildering, mostly because when I’m in big cities, I want to go climbing and I think that indoor climbing gymsare too crowded and I want to be outside.
Who or what inuenced you to climb buildings?Boredom with indoor gyms. Too many yuppies.
What is the most dangerous urban climb you’ve had so far? Were you injured? Arrested?
I was in Charlotte with some buddies, and we tried to climb all the way up a 3-story building. There was some chimney-ing inginvolved (feet on one wall and leaning back with my back on another wall, shufing up), and it was a little scary because the twowalls were farther apart. When I nally got to the roof, my back was scraped up a little.
Do you seek permission when you climb buildings or in other urban spaces?No
Were you a sports enthusiast prior to urban climbing? If so, what sports were of interest to you and which ones did you actuallydo?I played Ultimate in college.
What methods do you use to nd new climbing venues?Checking out where my friends climb.
How would you rate your skill level as an urban climber? What would give you satisfaction as you moved ahead (what ratingsystem would work for you)?I was alright, but I prefer climbing outside more. The V system works just ne.
What do you take with you when you go rock climbing/urban climbing and why?Camera, shoes, and some chalk. Crash pads are too expensive and my friends usually bring those along
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Name: Rachel Williams Age: 21Location: Greensboro,NCProfession: Full-time Student, Associate at Outdoor Adventures Areas of Interest: Outdoor sports an biology
Connections: Facebook, Twitter, Instagram and LinkedinNotes: Hates traditional sports
Tell me a little about yourself (name, age, job, hobbies, place of residence, etc).I’m Rachel. I’m 21 years old, from Saxapahaw, NC and an environmental biology major.
Is climbing usually a social or solo activity for you? Is this something you would like to change?For me it’s always a group because it’s easier logistically to have partners for belaying, for climbing and backup in case some-one needs to run and get an ambulance. I climb with friends I’ve met through working at Outdoor Adventures. I didn’t knowanybody who climbed before that.
What online social networks are you currently involved in and why? Is there anything you would like to see that is currently notoffered through these?
Facebook, Instagram and Twitter. Does LinkedIn count? That too.
How do you normally share your climbing experiences with others (verbal, photos, videos, blogs, etc)?I love taking photos… if I don’t take a photo of it, to me it doesn’t exist. I won’t remember it. I love videos and photos. A lot ofpeople just go out and climb, but I like photographing what people are doing.
What methods do you use to nd new climbing venues (indoor and outdoor)?My friend Jenn or the other people I work with… by word of mouth.
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Rachel WilliamsInterview, cont’d
What publications or websites do you read that relate to climbing?
There aren’t any things that I read consistently. I may check out an interesting article or something like that though, butnothing on a consistent basis.
How familiar are you with buildering? (or What do you know about buildering?)Like Parkour? I’ve never even heard of that.
Who or what inuenced you to climb buildings?I had never done it before coming to Greensboro, then they had this amazing wall and I hate traditional sports. So I triedrock climbing as exercise and it just kind of clicked.
What is the most dangerous urban climb you’ve had so far? Were you injured? Arrested?Highest climb has been about 60 feet at Pilot Mountain.
Were you a sports enthusiast prior to urban climbing? If so, what sports were of interest to you and which ones did youactually do?Now I do rock climbing, sea kayaking, whitewater kayaking, whitewater rafting, biking, hiking, all kinds of things.
What do you take with you when you go rock climbing/urban climbing and why?
I take chalk, shoes, rope and my camera. Like I said, I like to take a lot of pictures so that I can remember the climb.
USERS
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Name: Brandon Jones Age: 20Location: Greensboro,NCProfession: Full-time Student, Associate at Outdoor Adventures Areas of Interest: Loves travelling and the outdoors
Connections: FacebookNotes: Has had exposure to urban climbing in Germany
Tell me a little about yourself (name, age, job, hobbies, place of residence, etc).
Brandon – 20 years old, from Greensboro, NC, German major
Is climbing usually a social or solo activity for you? Is this something you would like to change?Usually I bring a couple friends out there to go climbing. These are people I met through climbing and Outdoor Adventures.
What online social networks are you currently involved in and why? Is there anything you would like to see that is currentlynot offered through these?I’m not that into social networks, but Facebook if anything.
How do you normally share your climbing experiences with others (verbal, photos, videos, blogs, etc)?
I don’t take too many photos, but I talk to people all the time about climbing and working at outdoor adventures. It’s all I talkabout because it’s not something you do every day and I love my job.
What methods do you use to nd new climbing venues (indoor and outdoor)?Word of mouth… hearing about other cool places to try or tagging along with friends.
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Randy WildInterview, cont’d
What publications or websites do you read that relate to climbing?
Climbing, Rock & Ice and a few blogs.
Who would you consider to be the most inuential climbers?I think the most inuential climbers are the ones that teach climbing to others. They are the ones who enable most to climb andinspire them to learn and love climbing. After that it’s a matter of taste and time.
For me the most inuential that are also well known are, Reinhold Messner, John Bachar, Tony Yaniro, Lynn Hill, Pat Ament andJohn Gill. Most climbers today won’t recognize but one or two of those names. They were very inuential in their day.
How familiar are you with buildering? (or What do you know about buildering?)I am very familiar with it. I learned climbing in Hawaii where there was not very much good rock to climb so I used buildering toaugment it. It’s the step child to bouldering and is really bouldering on man made structures.
Who or what inuenced you to climb buildings?The desire to climb and solve climbing problems led to it for me along with a lack of real rock when I started to climb. To a cer-tain extent George Willig who climbed one of the Trade towers in 1977 showed it was possible to climb tall buildings.
What is the most dangerous urban climb you’ve had so far? Were you injured? Arrested?I have free soloed a few buildings over three stories tall but the most dangerous was also the easiest. It was a short section of
decorative cinder blocks in a strip that rose three stories. It was so easy it was deceptive. While hanging out just before top-ping out I noticed the entire section of blocks I was on was moving. I was on a stack whose mortar was loose and was swayingout by an inch. I imagined falling backwards while maintaining a solid grip on the blocks. I quickly squashed those thoughtsand topped out swearing. I did this with a partner who was on another section twenty feet to my right. He wanted to knowwhat had freaked me out. I demonstrated by using my nger to pull the block section out. We were stuck on a roof section thatdid not have a door or window. So we had to nd a corner of the building where we could hang down and drop to the roof ofthe second story section. That jump was really high and painful.
USERS
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Randy WildInterview, cont’d
We were not noticed on that building. However on a building in Honolulu my friend and I were detained by the police after a
cop who was leaning back on a three wheel motor cycle staring upwards noticed is on the top of a 12 story building and start-ed using the radio. We decided it was time to leave and we were caught going down the stairs. The manager of the buildingrefused to press charges as long as we promised not to climb it again.
Do you seek permission when you climb buildings or in other urban spaces?No, we never did. I have also been detained by police at a University when we were caught climbing a seven story buildingthat had a real nice section that we could use chimney techniques on. That was the hardest climb I did on a building where afall would have been deadly. A janitor cleaning a bathroom saw us and called the campus cops.
Were you a sports enthusiast prior to urban climbing? If so, what sports were of interest to you and which ones did you actuallydo?Not really. I like water skiing, Judo and Soccer and I practiced each.
What methods do you use to nd new climbing venues?I nd out what areas are being developed by locals and nd someone to introduce me to the area. That is the way do discoverhigh quality little known spots. After that I use Mountain project and guide books.
How would you rate your skill level as an urban climber? What would give you satisfaction as you moved ahead (what ratingsystem would work for you)?
I don’t builder or boulder anymore mostly because of my knees. After the three story building I mentioned earlier I only climbon a good building where the exterior is solid I can climb at my limit. When i still buildered frequently the routes were v2-v4.Though I prefer the Yosemite decimal system.
What do you take with you when you go rock climbing/urban climbing and why?When I go climbing today I take my trad rack and a day pack and a trusted friend. But when I still would solo it was just myshoes. I stopped soloing after grad school about the time I got married and while my wife was pregnant I gave up climbing formany years. Now I always take my wedding ring though I don’t wear it, I have it in my pocket.
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Name: Tim Johnson Age: 26Location: Alexandria, VA Profession: Chemist Areas of Interest: Outdoors activities and sports
Connections: FacebookNotes: One experience urban climbing, prefers outdoors
Tell me a little about yourself (name, age, job, hobbies, place of residence, etc).My name is Tim Johnson and I’m 26 years old. I’m a chemist and love the outdoors and sports. I’m from Minnesota but current-
ly live in Washington DC.
Is climbing usually a social or solo activity for you? Is this something you would like to change?I like to go with friends and my wife who is also very active, this is not something I would change.
What online social networks are you currently involved in and why? Is there anything you would like to see that is currently notoffered through these?I’m on Facebook to keep in touch with all my friends back home. That’s pretty much all I use really.
How do you normally share your climbing experiences with others (verbal, photos, videos, blogs, etc)?
Mostly verbal – by word of mouth. But a lot of my friends post videos on youtube or vimeo.
What methods do you use to nd new climbing venues (indoor and outdoor)?Mostly word of mouth from my friends.
What publications or websites do you read that relate to climbing?I read random blogs from time to time, that’s about it.
Who would you consider to be the most inuential climbers?Chris Sharm
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Tim JohnsonInterview, cont’d
How familiar are you with buildering? (or What do you know about buildering?)
I know about it, but I’m not an expert at it. I much rather be outdoors.
Who or what inuenced you to climb buildings?One of my friends that lives in NYC told me about it, so I tried it once.
What is the most dangerous urban climb you’ve had so far? Were you injured? Arrested?I climbed a small building in Brooklyn, NY with my friend but it was not dangerous and there was no one else around. That’sthe only experience I’ve had.
Do you seek permission when you climb buildings or in other urban spaces?Nope.
Were you a sports enthusiast prior to urban climbing? If so, what sports were of interest to you and which ones did you actuallydo?Yea, I love sports and any physical activity. I always played baseball but I also love running. I enjoy kayaking and shing/boat-ing a lot too.
What methods do you use to nd new climbing venues?
Mostly word of mouth or from the blogs I read every now and then.
How would you rate your skill level as an urban climber? What would give you satisfaction as you moved ahead (what ratingsystem would work for you)?I would say novice urban climber since I’ve only had one experience with it.
What do you take with you when you go rock climbing/urban climbing and why?Shoes and chalk..and most importantly my wife (big smile).
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Name: Greg Duhart Age: 26Location: Bethesda, Maryland
Profession: Cyber Security Analyst Areas of Interest: Travel and sports
Connections: Facebook, customer built websitesNotes: Has two experiences with urban climbing
Tell me a little about yourself (name, age, job, hobbies, place of residence, etc).My name is Greg Duhart and I work for the government in the CyberSecurity sector. I’m 25 years old and live in Maryland. I
enjoy travelling and sports.
Is climbing usually a social or solo activity for you? Is this something you would like to change?I mostly like going with friends, but if they are not available I am comfortable going alone.
What online social networks are you currently involved in and why? Is there anything you would like to see that is currently notoffered through these?Just Facebook, Twitter and Pinterest.
How do you normally share your climbing experiences with others (verbal, photos, videos, blogs, etc)?
I’ll put up my pictures on FB or my personal website that I built myself for my friends and family to see.
What methods do you use to nd new climbing venues (indoor and outdoor)?I’ll read up a lot online on different blogs and get good venue ideas from there.
What publications or websites do you read that relate to climbing?iClimb.
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Greg DuhartInterview, cont’d
Who would you consider to be the most inuential climbers?
Chris Sharma of course!
How familiar are you with buildering? (or What do you know about buildering?)Oh yeah, I’ve heard a lot about that. I’ve only done it like two times though because I much rather be outdoors.
Who or what inuenced you to climb buildings?I think curiosity mostly and the thrill.
What is the most dangerous urban climb you’ve had so far? Were you injured? Arrested?I haven’t climbed any dangerous buildings..no injuries or arrests.
Do you seek permission when you climb buildings or in other urban spaces?No
Were you a sports enthusiast prior to urban climbing? If so, what sports were of interest to you and which ones did youactually do?Yes, I played football and love running. I do not play football anymore but I still run almost every day.
What methods do you use to nd new climbing venues?
Word of mouth and blogs.
How would you rate your skill level as an urban climber? What would give you satisfaction as you moved ahead (what ratingsystem would work for you)?I would say beginner since I have only done two buildings.
What do you take with you when you go rock climbing/urban climbing and why?Shoes, chalk, camera and sometimes a mat.
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Name: TJ Jansma Age: 31Location: Adams Morgan, Washington DCProfession: IT Tech
Areas of Interest: Travel and camping
Connections: Facebook, Twitter, Pininterest and YouTubeNotes: Has heard about urban climbing but has never tried it
Tell me a little about yourself (name, age, job, hobbies, place of residence, etc).My name is TJ Jansma and I work as an IT tech for a private company. I’m 31 years old and live in Washington DC. I enjoy
travelling and camping. I’m from Michigan.
Is climbing usually a social or solo activity for you? Is this something you would like to change?I like to go with friends, I don’t think I would enjoy alone – but I’ve never done that.
What online social networks are you currently involved in and why? Is there anything you would like to see that is currently notoffered through these?I’m on Facebook to keep in touch with all my friends back home. I also am on Twitter, Pinterest, and YouTube (if that counts asa social network).
How do you normally share your climbing experiences with others (verbal, photos, videos, blogs, etc)?I post pictures on Facebook for my friends to see. I haven’t posted any videos yet but some of my friends have on youtube orvimeo.
What methods do you use to nd new climbing venues (indoor and outdoor)?I hear about things from friends of people we meet at climbing venues. I also read blogs and get info that way.
What publications or websites do you read that relate to climbing?No publications really, just some blogs.
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TJ JansmaInterview, cont’d
Who would you consider to be the most inuential climbers?Ummm.. I don’t know.
How familiar are you with buildering? (or What do you know about buildering?)I’m familiar with it, I know it means that you climb buildings in the city. That is big hard in Washington DC since it is moni-tored and there are so many cameras though..and you don’t want to go climb in some of the shady neigherhoods… I don’tremember how or when I learned about buildering though.
Who or what inuenced you to climb buildings?I have never actually done it, just heard about it.
Were you a sports enthusiast prior to urban climbing? If so, what sports were of interest to you and which ones did youactually do?I played soccer growing up and grew up in Michigan with a lot of outdoorsy activities and playes to climb outdoors.
What methods do you use to nd new climbing venues?From friends or from blogs.
How would you rate your skill level as an urban climber? What would give you satisfaction as you moved ahead (what ratingsystem would work for you)?Non existent, but I like to think I’d be good at it since I’m a good climber outdoors & indoors.
What do you take with you when you go rock climbing/urban climbing and why?My camera, shoes, chalk
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Name: Brittney Woodfolk Age: 23Location: Greensboro, NC
Profession: Full-time Student, Associate at Outdoor Adventures Areas of Interest: Loves the outdoors
Connections: Facebook, and InstagramNotes: Into all types of outdoor sports, likes to boulder when possible
Tell me a little bit about yourself.
Brittney23 years oldGraduating from UNCG in May 2013From Pine Knoll Shores, NCBiology MajorLoves the outdoors
What got you into rock climbing?I didn’t really know anything about rock climbing until a friend of mine told me that UNCG Outdoor Adventures offered a rockclimbing trip and she asked if I would sign up with her and I said sure. I had no idea what to expect. We went out and I had
never been on a rock wall or anything before. And we went out to Pilot Mountain and it was really hard, but it was nice beingout there, and it was invigorating and something different. Now I’m kind of addicted to it, so now I do it as often as I can.
Do you do other sports besides rock climbing?Does a little bit of everything, mainly rock climbing, a little bit of trail running, some biking, trail biking.
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Name:
Age:
Location:
Profession:
Areas of Interest:
Connections:Notes:
Name:
Age:
Location:
Profession:Areas of Interest:
Connections:
Notes:
Bristol
27
Greensboro, NC
Climber instructor at indoor gym
Running marathons, biology and volunteering at the animal shelter
Friends, fellow climbers, professional peers and community membersBristol is very involved with outdoor sports and dislikes traditional
sports. She goes bouldering and urban climbing frequently throughout
North Carolina. The furthest she has traveled for a climb is ve hours.
Thomas
58
Charleston, SC
Retired newspaper editor Swimming, blogging, painting, playing and watching golf
Friends, family, climbing community and online blog community
Thomas no longer climbs due to medical issues, but provides tips and
strategies for active climbers. He operates a personal blog to share his
many years of urban climbing experiences.
User Group PersonasTrainers
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Name:
Age:
Location:
Profession:
Areas of Interest:
Connections:
Notes:
Name:
Age:
Location:
Profession:
Areas of Interest:
Connections:
Notes:
Jeanette
54
Lexington, KY
Retired teacher
Arts and crafts, live theater and music
Friends and family
Jeanette has a natural curiosity about the world and is always looking
to learn something new. Although she would not try these things
herself, she enjoys living vicariously through the adventurous spirits of
the world.
Drew
16
Tampa, FL
High school student
Extreme sports, girls and hanging out with friends
Friends, family and classmates
Drew is tech savvy and well connected through social networks. He
is very active and follows extreme sports closely. His mother won’t
allow him to participate, but once he leaves for college he plans to fully
engage in sports like urban climbing.
User Group PersonasNon-Participatory Enthusiasts
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He hears talk about an underground
movement that is growing called “urban
climbing”
He thinks any kind of publicity is good
and feels that increasing awareness of
his building will get his name out
That his high-rise buildings will not get
the recognition they deserve
He sees hi-rise buildings as a commod-
ity product in urban cities and wants a
way to dif ferentiate his developments
Promoting his building (development)
thus gaining recognition and increasing
prot
He says he likes traveling, photogra-
phy and cooking and goes out to take
breath-taking photos, and often takes
trips specically for this purpose
HEAR?
THINK AND FEEL?
SAY AND DO?
PAIN?
SEE?
GAIN?
What does he or she
What does he or she really
What does he or she
What is the customer’s
What does he or she
What does the customer
Empathy Map Alonzo
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He hears residents in his building
talking about how there are many va-
cant apartments which are creating a
bad reputation for the building
He thinks he can create good publici-
ty for the building by attracting urban
climbers, he feels satisfaction in help-
ing the building restore its image
That he will be a bad building manager
and possibly lose his job
He sees people climbing urban struc-
tures (bridges, walls, buildlings) around
the city
Promoting his building by attracting and
retaining residents, gaining recognition
and possibly getting a rasie
He says he likes baseball, body build-
ing and classic cars. He is an avid
reader and likes to stay up on current
events and anything that piques his
interest.
HEAR?
THINK AND FEEL?
SAY AND DO?
PAIN?
SEE?
GAIN?
What does he or she
What does he or she really
What does he or she
What is the customer’s
What does he or she
What does the customer
Empathy MapBrad
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As a climbing instructor at an indoor
gym, Bristol is surrounded by “in the
know” employees and clients who have
been exposed to urban cl imbing.
Bristol dislikes traditional sports, so she
thinks buildering is another fun
opportunity and feels open to the idea
of climbing on buildings
and structures.
Bristol has a solid network of
experienced indoor climbers and
outdoor climbers, but she wants to
meet new people that she can
mentor, since she’s a teacher at heart.
She wants to share her knowledge
about the sport but doesn’t know how
to connect with new builderers.
Bristol lives in Greensboro, NC, so
she sees urban areas that are not too
crowded where she explores
buildering.
Bristol gains a thrill of partaking in
a non-traditional sport and applying
her rock climbing knowlege in a new
venue.
Bristol says she enjoys new sporting
experiences, and she acts on her word
by constantly trying out activities with
her peers.
HEAR?
THINK AND FEEL?
SAY AND DO?
PAIN?
SEE?
GAIN?
What does he or she
What does he or she really
What does he or she
What is the customer’s
What does he or she
What does the customer
Empathy MapBristol
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As a reti red newspaper editor, past
climber, and an avid climbing blogger,
Thomas hears all the developments in
the regional and national climbing
community.
Thomas thinks that buildering is an
innovative new sport, and he feels
disappointed that his physical injuries
prevent him from undertaking
impact sports.
Thomas yearns for his younger days,
and remembers that climbing is a
social sport. He remembers the
mentors that helped him develop his
climbing skills, and he wants to provide
that for a new generation of cl imbers.
Thomas sees posts from younger and
more able-bodied climbers
experimenting with buildering in many
cities around the US.
Thomas gains a sense of belonging in
a community in which he used to be
actively involved in as a climber. As a
trainer, he can provide tips and advice
to builderers.
Thomas says that he would be
participate in buildering if he could, and
as a substitute, he remains active in the
social network.
HEAR?THINK AND FEEL?
SAY AND DO?
PAIN?
SEE?
GAIN?
What does he or she
What does he or she really
What does he or she
What is the customer’s
What does he or she
What does the customer
Empathy MapThomas
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HEAR?
THINK AND FEEL?
SAY AND DO?
PAIN?
SEE?
GAIN?
What does he or she
What does he or she really
What does he or she
What is the customer’s
What does he or she
What does the customer
Empathy Map
He hears lots of exciting and new
things about the sport and looks for-
ward to getting more involved
Drew is a techie and extremely
adventurous
He feels as though he’s being held
back because his mother
fears he may hurt himself
with extreme sports
and has a tight reign on
his activities
He is under age and has to wait to be
able to participate in certain activities
such as urban climbing
He is well connected through social
networks is very active and follows
sports closely.
He gains a great deal of knowledge
and alliances through the networks
He keeps up on new apps and new
websites and anything that excites him
and makes life a bit more exciting for
him on the computer
Drew
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Strengths, Weaknesses, Opportunities And Threats (Swot) Analysis
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Key Partners
Cost Structure Revenue Streams
Key Activites Value Propositions Customer Relationships
Channels
Customer Segments
Key Resources
Business Model CanvasBusiness Development / Urban Climbing Network
local
climbers
promoteclimbing
worldwide
other types
of climbers
publish data
email/RSS
feeds
localize
user knowl-
edge + data
global
climberspromote
climbing lo-
callynon-partici-
patory
enthusiasts
other social
networksshare photos
and videos
promoters
follow
climbers
online blogs
record
experience
smart/iPad
phone app
personalized
and custom-
izable
track climbs
social net-
works
co-creation
track climbsurban
climbers - all
levels
upload pho-
tos/videos
local
enthusiastsplatform to
share experi-
encestrainers/
instructors
other
climbing
networks
website in-
frastructure
content
developmenttechnical
support
online
newsletter
with adscontent
management
virtual
logook
global
enthusiastsentertain-
ment and
information
communitylocal
instructors
user-friendly
global
instructorsaccessibility
communi-
cate with
climbers
word of
mouth
global whendesired
database
servers
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BUSINESS DEVELOPMENT
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BUSINESS DEVELOPMENT
The world’s frst
urban climbing social
network
Urban Climbers We spread the word
through online blogs
of those that currently
participate in urban
climbing, word of
mouth, and through
ads in urban cities
Through our online
portal
Users experience an
easy to use platform,
a reliable place to
store and share their
climbing experiences,
and an enjoyable
place to fnd and con-
nect with other urban
climbers in their area
or worldwide (if trav-elling)
11
HOW DO YOU
EXPLAIN
YOURSELF?
10
WHAT DO THEY
CALL YOU?
12
HOW DO YOU
SPREAD THE
WORD?
13
HOW DO PEOPLE
ENGAGE WITH
YOU?
14
WHAT DO THEY
EXPERIENCE?
ZAG StepsBusiness Development / Urban Climbers Network
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By continually adding
more cities around
the world and later
expanding and/or
partnering with rock
and indoor climbing
By basing all deci-
sions from our vision,
sharing our whole
portfolio and con-
stantly innovating
By providing a safe
and easy to use
space, reliable infor-
mation, authentic ex-
periences, a platform
to connect with others
and track their climbs,
and never cluttering
the site with ads or
monthly subscriptionfees
16
HOW DO YOU
EXTEND YOUR
SUCCESS?
15
HOW DO YOU
EARN THEIR
LOYALTY?
17
HOW DO YOU
PROTECT YOUR
PORTFOLIO?
ZAG StepsBusiness Development / Urban Climbing Network
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A. Meet Expectations: Online Logbook and Social Element At the most basic level, a social network for climbers wouldconsist of a method to create a personal prole and recordclimbs--either a list of the most memorable sends or a de-tailed journal or attempts with a to-do list of future projects.With this information, charts and graphs will be incorporatedon personal proles with useful and interesting statistics, withbreakdown of climbing history by date and difculty.
Users will be able to search for other climbers and connectwith the goal of sharing information, arranging meet-up orclimbing times, or just simply to mutually track progress be-tween members. This online logbook aspect will be a centralelement of our urban climbing social network.
ABC-Q Presentation
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C. Create Anticipation: Partnerships Between Key SegmentsOur urban climbing network will improve upon past iterationsbecause it will have portals and content for a variety of cus-
tomer segments: urban climbers, promoters (who areBuildingowners or Real Estate Developers), trainers (who are volunteerexperienced climbers who are available to join trips to give ad-vice), and non-participatory enthusiasts.
By explicitly partnering these key customer segments, we willprovide the framework for a blossoming social trend to contin-ue to gain traction and grow. For example, a beginner climberwould be able to search for a “trainer” in the area who has
indicated a willingness to share knowledge about the largelyunderground sport. We’ve learned that these mentor/menteerelationships are often key to someone’s introduction into rockclimbing, and we will foster ability for these advisory relation-ships to occur within the urban climbing sphere.
Proles created by all these of these customer segments will beable to personally connect through “friend requests.”
ABC-Q Presentation
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ConclusionIn summary, we will provide the premier platform for urbanclimbers to engage with fellow climbers, nd urban climbing
locations, track progress, follow friends, and share experienc-es. We will earn customer loyalty By providing a safe and easyto use space, access reliable information, record authenticexperiences, and connect with others and track their climbs.
ABC-Q Presentation
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BRAND
DEVELOPMENT
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BRAND DEVELOPMENT
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Journey Mapping: Promoters
CUSTOMER ACTIVITIES
CUSTOMER MOTIVATIONS
CUSTOMER WANTS
CUSTOMER’S QUESTIONS
(Thinking through each touchpoint)
BARRIERS
Whatstructural, process,costs, implementation,,
orotherbarriersstandinthe way ofmoving onto
the nextstage ?
FRAMEWORK FOR CUSTOMER JOURNEY DESCRIPTION OF TOUCH POINTS (for promoters)
TOUCHPOINTS 1 2 3 4 5 6
C
U
S
T
O
M
E
R
J
O
U
R
N
E
Y62 years old Developer Washington, DC
CONNECTIONS:
friends, family,
and industry
peers
Alonzo enjoys the op-
portunity to take
breath-taking photos,and often takes trips
specically for htis pur-
pose.
He has developed
high-rise buildings
around the country
and often uses these
for his photos.
7 89
•Word of mouth
•Climbing
Magazines
•Blogs
•Increased revenue
•Wants to promote his
buildings
INTERESTS:
Traveling, photogra-
phy, and cooking
Alonzo
45 years old Building
Manager
Charlotte, NCCONNECTIONS:friends, family,
tenants, and pro-fessional peers
Brad is not very
tech-savvy, but instead
prefers to communicate
the old fashioned way.
He is an avid readerand likes to stay up
on current eventsand anything that
piques his interest.
INTERESTS:
Baseball,
body-building, and
classic cars
Brad
LOGIN
•Will this site be more ben-
ecial than the others ?
•How can I connect this site
with my Facebook and
Twitter accounts?
• How can I measure the
eciency of this non-tradi-
tional publicity
Could be:
•Technology support
•Insufficient apps
•Maps don’t work in my
area
•Activity illegal and site
closed down
•Imports a photo for ID
•Identies with a name
•Fills out sections of the
about area as it relates to
the state they are from and
what building they want to
promote
SETUP PAGE/WELCOME
•Offers a variety of skins
•Clarity of layout
•ease in navigation
•user friendly
• promoting his building
•Mapping for his building•Identication on map for
areas that are desired to
climb as it relates to warn-
ings special consideration
for the climb based on
previous experience and
reports
•What does the site allowfor ? Video, Audio, Photo ?
•How do I post and link
directly to
Facebook ?
•How and where will my
twitter feeds show ?
•Difference in climbing
rating techniques
FRIENDS NEWSLETTER PHOTOS/MOVIES MAPPINGCLASSESAPPS PROMOTERS
•Sends out friends requests
•Suggests to other climbers
using different networks
the use of site to stay con-
nected
•Wants to nd out more
about what the site has to
offer and who they canreach
•Wants to meet new people
around the world and in
different communities -
thus promoting his build-
ings
• Will I be able to connectwith my friends on other
networks ?
•If I have a non-climber that
wants to be a part of the
network how can they con-
nect with me ?
• The site might not be ac -
cepted by other networks
•The site might have nega-
tive feedback from non
climbers and those that
dont agree with urban
climbing
•Post his building(s) on the
newsletter
•News on Legislature
• In cr ea se d r ev en ue • In cr ea se d r ev en ue
•will this work on all de -
vices ?
•How can I get my build -
ing(s) featured in thenewsletter ?
•Wants convenience and
eciency so that users can
nd his buildings easily and
quickly
• Find buildings within a 5
to 10 mile radius
•wants to log in quick notes
on a climb with photos and
videos
•wants to create momen-
tume around his buildings
•puts info on calender
•meets new pple with simi-
lar interests on facebook
•has a blog that she uses as
a diary for climbs with areafor photos
•Show location of all his
building(s) accross the
country
•incompatibility of devices
for the apps (phone or
other)
•competition with other
buildings
• activity illegal and siteclosed down
•competition with other
buildings
• activity illegal and siteclosed down
•competition with other
buildings
•Wants to promote his
buildings
•Wants to promote his
buildings
•Creates a diary for his
buildings for notes and
photos with movies
•Will I be able to post
photos and videos with
brief notes below on a sec-
tion of my site dedicated to
videos and photos ?
•Is there a maximum
amount of photos/videos I
can upload?
•Promote his building for
teachers to take the stu-
dents for their rst “urban
climb”
•Content of photo
•Increased revenue
•Wants to promote his
buildings
•Wants to promote his
buildings
•How can I make my build -
ing come up rst?•How do I reach out to
teachers and have them
teach at my building?
•Locate buildings
•To locate his buildings
accross the country
•To show how many times
his building has already
been climbed
•To give directions and
information about the loca-
tion with any specic rules
•nding a way to make
quick money doing some-
thing they love
•To nd a way to earn
money climbing
in order to promote build-
ing developers or manufac-
turers products or building
•Increased revenue
•Increased revenue
•Wants to promote his
buildings
•Will I get in trouble doing
this climb ?
•How will they protect me ?
•What type of money will I
earn ?
•Legal and health risks
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BRAND DEVELOPMENT
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CUSTOMER ACTIVITIES
CUSTOMER MOTIVATIONS
CUSTOMER WANTS
CUSTOMER’S QUESTIONS
(Thinking through each touchpoint)
BARRIERS
What structural, process,costs, implementation,,or other barriers stand in the way of moving on tothe next stage ?
FRAMEWORK FOR CUSTOMER JOURNEY DESCRIPTION OF TOUCH POINTS
TOUCHPOINTS 1 2 3 4 5 6
C
U
S
T
O
M
E
R
J O
U
R
N
E
Y54 YEARS OLD RETIRED
TEACHER
LEXINGTON, KY
CONNECTIONS:FRIENDS, FAMILY
SOCIAL NETWORKS ,
PAST STUDENTS AND
COLLEGUES FROM
THE SCHOOL SHE
WORKED FOR
SHE LIVES VICARIOUSLY THROUGH OTHERS
THOUGH SHE’S FREE
SPIRITED AND SOME-
WHAT ADVENTUROUS
WOUNT VENTURE INTO
URBAN CLIMBING
SHE IS AN AVID READER
AND VOLUTEERS AS A
TEACHER IN HER COMMUNITY
•EVEN WITH ALL HER ACTIVI -
TIES SHE DOES
GET BORED. SHE HAS
HEARD ABOUT URBAN
CLIMBING AMOUNG
HER STUDENTS AND READ
ARTICLES
7 89
•Word of mouth
•Newspapers and
magazines
•Site offerings•Visual Appeal
•Offers site translation
and site available in
various languages
•To keep in touch with
family and friends through
her previous social network
but would like to meet new
people and learn more
about climbing and urban
climbing. She may even
take lessons
INTERESTS:
•THEATER AND ARTS
•KEEP IN CONTACT
WITH FAMILY AND
FRIENDS
•MUSIC
JEANETTE
LOGIN
•How will I get the best
information ?
•If this sport is illegal what
makes it worthwhile to join
this network ?
Could be:
•Technology support
•Insufficient apps
•Activity illegal and site
closed down
•Insufficient updates and
legal information
•Insuffcient connections tosociety in order to get laws
reverse or exible
•Imports a photo for ID
•Identies with a name
•Fills out sections of the
about area as it relates to
the state they are from age
interests, activities,Climbing Level,
Where have I climbed,
What she wants to accom-
plish by joining the net -
SETUP PAGE/WELCOME
•Offers a variety of skins
•Clarity of layout
•ease in navigation
•user friendly
•Lots of apps for convenience
that are related to climbs as wellas other social needs
•information about trainers
•detailed information showing
the pros and cons of the sport•contact information and location
of gyms in her areas
•Where can I see other’s experienc-
es ?
•What does the site allow for ?
Video, Audio, Photo?•Can I make some of the informa -
tion I post private ?
•How do I post and link directly to
Facebook ?
•How and where will my twitter
feeds show ?
•not being able to coonnect
easily with other climbers. Other
climbers may feel uncomfortable
with the fact that she is not an
urban climber
FRIENDS NEWSLETTER PHOTOS/MOVIES MAPPINGCLASSESAPPS PROMOTERS
•Sends out friends requests
•Suggests to climbing
friends using different net-
works the use of site to get
connected on this new net-
work
•Wants to nd out moreabout what the site has to
offer and who they are
connected to
•Wants to meet new people
around the world and in
different communities
•Wants to learn about dif -
ferent climbs and climbers
•Wants to learn about tech-
niques that have or have
not worked
• Will I be able to connect
with my friends on othernetworks ?
• The site might not be ac -
cepted by other networks
•The site might have nega-
tive feedback from non
climbers and those that
dont agree with urban
climbing and this might
cause the sertvice to be
terminated
•Looks through for latest
climbs
•Clothing and equipment
•News on Legislature
•Trainers and locations
•Indoor gyms for practiceand membership
•articles on climbers that
have made a difference
around the world
•Wants to get in touch with aclimbing gym and learn about
trainer
•Wants to learn more and
research about climbing from
experienced sources in one
location
•Wants this site to provide ev -
erything that she will need sot
hat she is well informed
•will this work on all devic -
es ?
•Wants convenience and
efficiency
• Find gyms within a 5 to 10 mile
radius
•wants to log in quick notes on a
climb she has just done withphotos (if she chooses to climb)
•wants a calander app to arrange
and conrm a time and place w
other climbers
•Wants to be able to see when
and where climbers may be par-
ticipating just to observe
•meets with friends at gyms
•meets with reading clubs
•puts info on calender
•meets new pple with simi-
lar interests on facebook •has a blog that she uses as
a diary for her general rou -
tine and any adventures
she has or new things she
may do and see
•incompatibility of devicesfor the apps (phone or
other)
•To learn more about her’s
and other environments
and the events
•wants to learn about new
equipment and clothing
suitable for urban climbs
•Creates a diary for notes
and photos with movies
of her family, friends and
new experiences
•To log notes and photoswith movies
•To log notes and photos
with movies
•Will I be able to post
photos and videos withbrief notes below on a sec -
tion of my site dedicated to
videos and photos ?
•I’d like to be able to share
only that page with certain
people and have the feed
vsible to a specied group
•Want to have classes
to learn from the very be -
ginning and gain con-
dence before I actually do a
climb
•Would like to see experts
climbs (videos and in
person) and see tutorial
videos
•Wants to learn
•Want to be taught by certi -
ed climbers with
certain qualications that
should be made available
to me on either the news -
letter or reffered in the
newsletter to their website
in the form of an ad
•How do I know that these
are reputable teachers ?
•I’d like to take classes out-
side of the indoor climbing
gym do they also offer
that?
•Locate climbs
•Locate gyms
•To locate climbs
•To give directions and
information about the loca-
tion with any specic rules
and difficulties as wellas difficulty rating
•To coordinate future andpast climbs
•Perhaps ag other peoples
climbs that interest her or
are signicant to her leran-
ing process
Curious about the benets
a promoter will get
•To ensure that she is doingsomething that, though
might be exhilerating is not
illegal
•Do people get in trouble ?•How do these promoters
benet?
•What are they giving to
the community in ex-
change for these climbersrisking their lives?
•Legal and health risks
•Can I really do this ?
•Its nothing I’ve everattempted to do
•Illegality of climbing build-
ings •False advertising by the
tutor
•Poor safety techniques
•Lack of verication for
person adverising on the
site from administrators
Will this directions be
clear?Are the areas I’m being
guided to safe ?
How do they look before I
arrive?
Are the photos and infor -
mation consistently updat-
ed ?
Maps and information is
not up-to-date
Loading is very slow
To see what legal issues
they may have
Journey Mapping: Non-participatory Enthusiasts
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BRAND DEVELOPMENT
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Prototyping: Sketches & Mock Ups
Builder In is a modern, relevant brand that appealsto people in urban environments. The typefaceevokes the condensed feel often associated withthe city. The neutral color scheme with pops ofcolor and clean lines mimics what our users oftensee when navigating their cities. Our intention is tocreate an online environment that reects the ur-ban climbing world. The bold, graphic photos drawthe user into not just the webpage, but into theexperience of urban climbing. The offer a dynamicglimpse into the essence of urban climbing: a fresh
viewpoint and mode of interaction with manmadeenvironments. These striking images, at the veryleast, spark curiosity and intrigue among thoseunfamiliar with the sport.
As we appeal to the senses of our users, we alsoensure that the network meets their needs. Weseek to meet our users’ needs, both current andunrealized by remaining in tune with our custom-er base and evolving alongside our users and the
sport of urban climbing.
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BRAND DEVELOPMENT
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Prototyping: Sketches & Mock Ups
Need 1: User-friendly interface
Builder In relies on the knowledge base of ourusers. Therefore, it is our top priority to provide auser-friendly interface that encourages interaction.Inspired by the urban environments that are so fa-miliar to our users, our design features clean linesand a clean feel. Page components are arrangedon a grid to reduce clutter and increase ease ofnavigation. Page components are clearly labeledto avoid confusion.
Need 2: Platform to share experiencesOur network provides the opportunity for eachuser to create a prole and provide as much or aslittle information as desired to the online commu-nity. In addition to showcasing demographic infor-mation, photos and videos can be quickly upload-ed using our easy uploader. There is no limit to thenumber of uploads per user.
Need 3: Forum to communicate with fellow usersBuilder In encourages users to communicate andprovides just the right tools. Messages and a chatfeature allow users to correspond directly and inreal time. Users have a dashboard that displaysrelevant notications in one place. The newsfeeddirectly below keeps the user in tune with theirown notications and the actions of others withinthe community, all simultaneously.
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CONCLUSION
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Conclusion
Builder In is a platform that is a one-stop shop for the urbanclimbing community. We provide opportunities to connect,interact and engage with fellow climbers and enthusiasts.Moving forward, our intention is to further rene our site layoutto ensure it is as intuitive as possible. We will also considerwhether there are user needs that are not met, or future needsthat we can anticipate. Our goal is to remain a step ahead of
our users by meeting current and future needs. Builder In hasenormous market potential and we will ensure that we maxi-mize our niche.
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