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



2

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



4

PART

ONE



5

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 ?



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.



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



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 ?



PART

TWO



USERS



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.



USERS

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



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.



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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USERS

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


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.


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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USERS

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


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


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.


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


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.


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

USERS



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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.


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.


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.

USERS



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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.


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.

USERS



35

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



36

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.

USERS



40

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

USERS



41

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



42

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

USERS



43

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


What does he or she


Empathy MapBrad

USERS



44

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


What does he or she


Empathy MapBristol

USERS



45

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


What does he or she


Empathy MapThomas



47

HEAR?

THINK AND FEEL?

SAY AND DO?

PAIN?

SEE?

GAIN?

What does he or she


What does he or she


What does he or she


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



51

Strengths, Weaknesses, Opportunities And Threats (Swot) Analysis



57

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



BUSINESS DEVELOPMENT



60

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



61

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



63

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



65

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



67

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



69

BRAND

DEVELOPMENT



BRAND DEVELOPMENT



72

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


buildings

• activity illegal and siteclosed down


buildings


buildings


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



buildings


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




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



BRAND DEVELOPMENT



74

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.

Design Innovation Development and Marketing Strategies

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