How might we explore the sense of belonging in a community?
The Darmstadt Experience is a cross-media project that enables people find contribute and be in sync with what's happening around them. The project consisted of intensive user research through interviews and surveys. Market research and competition analysis enabled us to seek out partners for the project.
Team: Sascha Hiller, Marianne Hilschmann, Neti Shah, Charlotte Werfling
Role: Team Lead, Research, Concept Development, App Prototype Design and Development, Video Editing, Post Production, Logo Design, Web Development, Trailer Storyboarding and Direction, Project Management.
Hochschule Darmstadt, 2015
3 Months (Team of 4)
Experience Trailer
Research and Analysis
We recognized an opportunity within the existing framework in Darmstadt to meet the needs of the citizens more effectively. Being a small city, it has limited systems in place to integrate new and existing citizens into happenings and expand their familiarity with their environment and city.
First hand research, expert interviews, extreme user interviews, market research, survey and the analysis of the gathered data showed a wide acceptance and want of a better system and an array of ‘wants’ and ‘needs’.
We validated the idea with users by involving them in discussions throughout the iterations. It helped us understand what kind of product would be relevant and would have impact on the user’s daily life.
Transmedia Strategy
Though the app is the core ‘product’, the project stands for revolutionizing the way people involve themselves into their environment and get activated. Using new media in innovative, immersive ways to maintain an interactive relationship with the user is the basis of our marketing strategy and business model.
The user will start getting exposed to a cohesive transmedia marketing strategy introducing them to our project and app - The Darmstadt Experience - with installment based modules progressing from pre-launch, launch and post-launch.
1. Promotion
During the pre-launch phase, the user will come across the mysterious hashtag across all social media channels, supported by the guerrilla sticker campaign also bearing the #theDarmstadtExperience and excerpts from Faces&Places.
2. Teaser Installation + Launch
The launch is marked by a projection installation in the city center - breaking off the daily scenery and meeting users on their usual routes through the city.
The passing users will experience two sections of the app - Today and Faces&Places - in the real world. They can download the app through a QR code at the venue.
Traditional print marketing and press coverage will accompany the launch event.
3. Curated Content
Post-launch and download, the users will receive ever improving curated content based on their activity and interests. Online video content and follow up projection based installations will continue, with possibilities of further iterations based on continuing engagement.
The Mobile Application
The prototype of the Darmstadt Experience is designed to be personal, easily accessible and intuitive with high usability.
The four core sections - You, Everyday, Today and Faces&Places - respond to a swipe navigation system.
Today, Everyday and You provide simplified, quick access to opportunities around them. The You tab sources content from the other sections of the app to make personalized recommendations and suggestions to the user based on the user’s location and history.
User Flow
