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Silver Lining is a project undertaken as part of the MOR564: Strategic Innovation course at USC Marshall. The course focuses on a customer-centric approach to strategy, aimed at creating new markets, business models, and growth opportunities.
Silver Lining is a project undertaken as part of the MOR564: Strategic Innovation course at USC Marshall. The course focuses on a customer-centric approach to strategy, aimed at creating new markets, business models, and growth opportunities.
The course deliverables emphasize design thinking, prototyping, and agile scaling as core methodologies. It integrates contemporary theories of strategic innovation, business model innovation, and blue-ocean strategy, providing a comprehensive toolkit for strategic-level innovation.
The course deliverables emphasize design thinking, prototyping, and agile scaling as core methodologies. It integrates contemporary theories of strategic innovation, business model innovation, and blue-ocean strategy, providing a comprehensive toolkit for strategic-level innovation.
I collaborated with a team of six to design a business targeting seniors aged 55+ in the US. Given our small team size, we took on multiple roles. My primary responsibilities were UX Researcher, Business Designer, and Product Manager.
Credits to my squad: Taylor, Rikke, Sarat, Dane, Jesse and Aishwarya
*Disclaimer: Silver Lining has been updated to Silvy, with my personal rationale for wireframes compared to the original project.
I collaborated with a team of six to design a business targeting seniors aged 55+ in the US. Given our small team size, we took on multiple roles. My primary responsibilities were UX Researcher, Business Designer, and Product Manager.
Credits to my squad: Taylor, Rikke, Sarat, Dane, Jesse and Aishwarya
*Disclaimer: Silver Lining has been updated to Silvy, with my personal rationale for wireframes compared to the original project.
The Problem
The Problem
We conducted a study that involved secondary research and 29 interviews with seniors aged 60 and above in the US. This study revealed common challenges they face in their lives. In addition to maintaining physical health and a sense of purpose, companionship emerged as a significant need. It appears to be crucial, yet often underserved compared to other needs.
We conducted a study that involved secondary research and 29 interviews with seniors aged 60 and above in the US. This study revealed common challenges they face in their lives. In addition to maintaining physical health and a sense of purpose, companionship emerged as a significant need. It appears to be crucial, yet often underserved compared to other needs.
We came up with the following problem statement
We came up with the following problem statement
“Seniors aged 60+ in the US become isolated as their social circles change over time”
Solution
Solution
Silver Lining is a service-based digital platform designed for senior communities. Its goal is to foster enduring relationships by connecting neighbors through meaningful introductions.
Silver Lining is a service-based digital platform designed for senior communities. Its goal is to foster enduring relationships by connecting neighbors through meaningful introductions.
Through our platform, seniors can offer or seek support from their neighbors and Homeowner Associations. The support extends to simple but helpful tasks such as gardening, pet care, watching each other's homes when out of town, and much more.
Through our platform, seniors can offer or seek support from their neighbors and Homeowner Associations. The support extends to simple but helpful tasks such as gardening, pet care, watching each other's homes when out of town, and much more.
Seniors then receive credits and reviews from the platform and redeem for attending community event or local business products / services.
Seniors then receive credits and reviews from the platform and redeem for attending community event or local business products / services.
Empathize
Empathize
To better understand our users and develop the product/service, we began conducting interviews.
To better understand our users and develop the product/service, we began conducting interviews.
Seven of us prepared standardized questions and conducted in-person or virtual interviews in pairs, focusing on post-retirement challenges. Most users enjoyed their retirement, but it was hard to uncover deeper tensions through interviews alone.
Seven of us prepared standardized questions and conducted in-person or virtual interviews in pairs, focusing on post-retirement challenges. Most users enjoyed their retirement, but it was hard to uncover deeper tensions through interviews alone.
After discussing with the team, we adjusted our approach to foster deeper conversations. I also spent a day with my parents-in-law, observing their lifestyle, which provided valuable insights beyond the interviews.
After discussing with the team, we adjusted our approach to foster deeper conversations. I also spent a day with my parents-in-law, observing their lifestyle, which provided valuable insights beyond the interviews.
Define
Define
We defined three common themes throughout customer discovery process:
- Companionship
- Physical Health
- Pleasure in simple things
We defined three common themes throughout customer discovery process:
- Companionship
- Physical Health
- Pleasure in simple things
Among these themes, Companionship stood out the most.
It greatly impacts the quality of seniors' lives post-retirement and is an underserved topic.
Ideate
Ideate
Under the "Theme: Companionship", the most popular idea was the development of "Intergenerational programs that bring together seniors and younger generations for collaborative activities".
Under the "Theme: Companionship", the most popular idea was the development of "Intergenerational programs that bring together seniors and younger generations for collaborative activities".
However, the initial concept was too broad and unclear for prototyping, so we further explored details to refine it.
However, the initial concept was too broad and unclear for prototyping, so we further explored details to refine it.
Ultimately, we agreed on creating a digital platform to connect seniors with their neighbors for light household tasks. This could help them make new friends and maintain a stable social network within their neighborhood.
Ultimately, we agreed on creating a digital platform to connect seniors with their neighbors for light household tasks. This could help them make new friends and maintain a stable social network within their neighborhood.
Product Concept
Product Concept
Our initial prototype primarily consisted of a process map that illustrated the business operations. It also included a list of tasks that users could request through the platform.
Our initial prototype primarily consisted of a process map that illustrated the business operations. It also included a list of tasks that users could request through the platform.
Feedback & Iterate #1
Feedback & Iterate #1
Before finalizing this concept, we needed to confirm that seniors feel comfortable either performing or receiving help with certain tasks from their neighbors. This initial validation was crucial, revealing several key insights:
- Most seniors already assist and interact with their neighbors on certain tasks, showing great generosity. From a list of 10 tasks, we identified the top 5 most frequently handled by seniors.
- The main challenge for seniors adopting this solution is defining the neighborhood area. Neighbors often don’t know many other residents, making it difficult to start conversations due to different schedules. Some seniors also feel uncomfortable receiving compensation for small tasks and may face restrictions due to social security benefits.
- Additionally, the business model’s viability is weak as a marketplace with low-value transactions, raising concerns about reaching a critical mass.
Before finalizing this concept, we needed to confirm that seniors feel comfortable either performing or receiving help with certain tasks from their neighbors. This initial validation was crucial, revealing several key insights:
- Most seniors already assist and interact with their neighbors on certain tasks, showing great generosity. From a list of 10 tasks, we identified the top 5 most frequently handled by seniors.
- The main challenge for seniors adopting this solution is defining the neighborhood area. Neighbors often don’t know many other residents, making it difficult to start conversations due to different schedules. Some seniors also feel uncomfortable receiving compensation for small tasks and may face restrictions due to social security benefits.
- Additionally, the business model’s viability is weak as a marketplace with low-value transactions, raising concerns about reaching a critical mass.
To address these barriers, we developed the first iteration of the app:
- Switching cash to credits allows seniors to participate without affecting their social benefits.
- Involving the Homeowners Association (HOA) as a stakeholder could strengthen Silver Lining's business model by helping to define smaller neighborhood areas, encourage early adopters, and diversify the revenue model.
To address these barriers, we developed the first iteration of the app:
- Switching cash to credits allows seniors to participate without affecting their social benefits.
- Involving the Homeowners Association (HOA) as a stakeholder could strengthen Silver Lining's business model by helping to define smaller neighborhood areas, encourage early adopters, and diversify the revenue model.
User Journey
User Journey
After quickly iterating on the idea, we created a graphic design to visualize the user journey as a prototype for our product.
After quickly iterating on the idea, we created a graphic design to visualize the user journey as a prototype for our product.
Slide_9_-_User_journey.mp4Feedback & Iterate #2 #3
Feedback & Iterate #2 #3
We presented the user journey to seniors and HOA representatives to validate our concept, each with different testing objectives.
We presented the user journey to seniors and HOA representatives to validate our concept, each with different testing objectives.
First, we asked seniors if they would be interested in downloading the app and supporting their neighbors under the new credits scheme. From these conversations, we gathered key insights for the final iteration:
- They want a simple, easy-to-use app with no excessive ads or annoying notifications.
- They prefer to redeem credits for practical items rather than meaningless gifts.
- They have mixed feelings about the HOA; many are unsure how their fees are spent and feel the HOA sometimes communicates poorly or acts without notice.
First, we asked seniors if they would be interested in downloading the app and supporting their neighbors under the new credits scheme. From these conversations, we gathered key insights for the final iteration:
- They want a simple, easy-to-use app with no excessive ads or annoying notifications.
- They prefer to redeem credits for practical items rather than meaningless gifts.
- They have mixed feelings about the HOA; many are unsure how their fees are spent and feel the HOA sometimes communicates poorly or acts without notice.
The feedback from seniors was positive overall.
The feedback from seniors was positive overall.
Next, we validated the model with HOA representatives to understand their challenges and identify opportunities for Silver Lining:
- Communication with residents is time-consuming due to individual preferences, sometimes requiring door-to-door visits to secure agreement.
- Planning community events is challenging, especially in terms of engagement and attendance.
- They have a budget and occasionally purchase tools to support their work, typically in the range of $10-50 monthly.
Next, we validated the model with HOA representatives to understand their challenges and identify opportunities for Silver Lining:
- Communication with residents is time-consuming due to individual preferences, sometimes requiring door-to-door visits to secure agreement.
- Planning community events is challenging, especially in terms of engagement and attendance.
- They have a budget and occasionally purchase tools to support their work, typically in the range of $10-50 monthly.
Wireframes (Additional updates compare to the original project)
Wireframes (Additional updates compare to the original project)
Mock up
Mock up
Given the insights, we built up Mock up as MVP with the following product specs:
1. For seniors:
- Simple UI, large font and lean design
- User profile creating and selecting preference
- Task and credits allocation
- Rating and reviews after tasks completion
- Community-based gamification to motivate app engagement
Given the insights, we built up Mock up as MVP with the following product specs:
1. For seniors:
- Simple UI, large font and lean design
- User profile creating and selecting preference
- Task and credits allocation
- Rating and reviews after tasks completion
- Community-based gamification to motivate app engagement
2. For HOA:
- Communicate with residents, push announcement
- Public event information and registration
2. For HOA:
- Communicate with residents, push announcement
- Public event information and registration
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