Clarification – Niche Segment , not addressed currently. Our company planning to enter this segment. Objective – Get more users to use and like this product

Camera – Hardware that Elderly can use to take pictures b (Video, Photo, Web Cam etc)

User Segments

1. Elderly who can operate the camera themselves
2. Elderly who have other health conditions and need assistance in operating a camera

User Cases

1. Elderly who need cameras only for important events (Birthdays, Anniversaries etc)
2. Elderly who need camera for day to day events(capture small moments use like phone)
3. Elderly who need cameras to keep in touch with their near and dear ones ? aka Webcam ?

Priortizing 1 since other are already addressed by Phone and other applications on smartphone.

Pain Points

1. Digital cameras Bulky and hard to carry
2. The screen is small, buttons are small.
3. Might forget to capture important moments in an event.
4. Difficult for them to adjust the settings, lens, lighting etc
5. Difficult for them to go back and check all the pictures
6. Difficulty in photo editing
7. Difficulty in photo sharing
8. Difficulty in transferring photos to other devices if they need to to view them on a big screen.
9. Difficulty in printing them.

I will address the pain points 1, 2, 4, 7,8 (Most important painpoints for my user segments)

Solutions 

1. Light and small, easy to carry
2. 5 Buttons with different settings(Customized light, Lens etc) indoor, outdoor, day , night etc.
3. Mobile App, auto sync between camera and Phone App (Real time sync to check pictures on their phone).
4. Recommendation max 3-4 types of auto edits to enrich the picture.
5. Reminders (about taking pictures, charging batteries etc). Voice or text messages
6. On the App, option to add recommended sentimental messages to a picture (for sharing, printing etc)
7. The App finds any printer on the network, connect and easy to print.
8. The App also asks to post on Facebook, whatsapp with few clicks or touches.

1,2,5 are my basic attributes, 3,4 and 7 are satisfiers. 6 and 8 are delighters. For my initial version, I would prioritize 1, 2, 5, 3, 4

Success Metrics

Alligning with business objective

1. No of cameras bought
2. No. of Apps Downloaded
3. No. of Apps Registered
4. No. of Photos uploaded
5. No. of Reminder Sent
6. Avg. no of settings used on the camera for an event
7. No. of pictures printed

North Star(Primary Metrics) –  1 to 4

Few Clarifying Questions:

• Are we looking at a physical camera or a camera App? Ans: Choose Any [Choosing Camera App]

• What is the age group of elderly we are targeting? Ans : 50-60

• For which geography, we are building the camera for? Ans : Any

I am assuming that we are building a native camera app for the elderly in age group 50-60 which can be used by elderly of any country.

Reason : Considering the increasing demand of cellphones as per the current trend, it would be more profitable and suitable to build a camera app as compare to a physical camera where there is a brutal competetion by biggest players in the industry.

User Group :

• A: People who are expert at operating camera applications + Active on Social Networks.

• B:People who are expert at operating camera applications + Do not use any Social Networks

• C: People who know how to capture the photos but unaware of other camera applications but use Social Networks.

• D: People who know how to capture the photos but unaware of other camera applications and do not use Social Networks.

• E: People who do not use the camera application and use social networks.

• F: People who do not use the camera application and do not use social networks.

From above, I will choose group A,B and C for the MVP application, considering the fact that they will be the one who easily adapt the solution if designed correctly with addressing right user pain points.

Reason for selecting the three user groups is that most of the pain points will overlap and will hold good for all the three user groups.

Use Cases / Pain Points:

• Elders may not  be as tech savvy as their younger generation. They might not be able to understand the flow of the application.

• Physically Clicking a button could be a problem because of shaky hands.

• They should be able to share the photographs with their family or friends.

• Managing photos could be a problem for them.

• They might not get a good quality image in all types of light environments.

• They might not understand the language in the app.

Prioritization:

Considering the above table, the 3 basic user pain points that I will address which will constitute by MVP are:

1. Elders may not  be as tech savvy as their younger generation. They might not be able to understand the flow of the application (Holds true for all users of A, B and C)

2. They should be able to share the photographs with their family or friends

3. They might not understand the language in the app.

Possible Solutions:

Considering the above three pain point I would address them as follows:

1. The camera app should be voice assisted end to end which will include the feature such as capturing the photo, showing the last photo or album, sharing the photo on the social network platform installed on their phone.

2. There can be a backend algorithm which will record the user behaviour on the most used features on the camera app, which can present a direct option to a user after capturing a photo. For example, Do you want to share this photo to your WhatsApp group named ‘XYZ’ or to your Facebook group names ‘ABC’ ?

3. The language of the app can be selected during the installation. The MVP can be built with the top 5 most spoken languages at first, to capture most of the people.

Clarifying ques:
1. Is this camera in a device like a cellphone or standalone? STANDALONE
2. Simple point and shoot or DSLR? YOU DECIDE
3. Can I assume that I am the PM for the Camera? YES
4. Is it ok to assume that by elderly we mean 60+ age? YES

Goal: I will assume that primary source of revenue in our business model would be camera sales. Having said that, I believe at this initial stage, we should focus on getting +ve reaction from users. OK

Structure: Persona -> Pain points -> Solution -> Evaluate

Persona: 4 major personas
a) People who have never used a camera before
b) People who used occasionally and are excited by camera
c) People who used to be power users but not professionals
d) Professionals

I will focus on b) because they are aware of the basic product. For a) it will be a steep learning curve and a long time to monetization. For c) and d) , professional camera are better suited because they are well versed with each option. If you would like, I can go with any other persona too. NO b) IS FINE.

Behavior of Persona b): 60+ age, mostly at home with free time, good time to pick up old hobbies but reduced energy and enthusiasm because of less movement/meeting with people/travel compared to younger age when they used camera more frequently. Few pain points:
a) Too many buttons, complex operations and small text
b) Delicate and heavy
c) Can’t see properly the photo
d) Photos they click are not even as good as the photo their grandchildren click
e) Tedious process of moving photo from camera to pc
f) Sorting and maintaining photos is a pain

I think the main reason elderly has stopped using camera is because everyone seems to be clicking much better pictures than them. While pain points a), b), c) are important, I do not think they are deal breaker whereas pain points d), e), f) de-motivate them from clicking pictures. So, I will find solutions and implement all of them in MVP rather than just one of these painpoints. If you want i can focus on one of these too. NO LET’S DO ALL 3

Solution to d):
1. Short printed tutorials on how to click great pictures given free with camera purchase and regularly emailed as well
2. Online coaching class
3. Post processing software filters and how to use them (this is what grandkids use, now they get same power)
4. Forums for asking questions where experts and fellow elderly photographers can share answers
5. We use Machine Learning to process their photo and show them all option. They can pick one or many. Based on their behavior, we can process their photo and no need to show all options. Voila! in a short time, all pictures are amazing now (need permission to activate)

Solution to e):
1. No need to remove SD card. As soon as USB is connected, all photos are transferred form camera to a specific folder in PC
2. Bluetooth transfer to eliminate any wire connection which is usually lost by people
3. Automatic transfer of photo via 4G connection on their phone to a company provided free cloud storage or google photos

Solution to f):
1. Automatic elimination of blurry, duplicate, out of focus photos using Machine Learning
2. Understand which photos which type of photos they view most often and keep similar photos and delete rest if they haven’t reviewed those categories of photo for a long time. This can be dangerous (need permission)
3. One free album per year of auto selected photos by us. More albums available by charge.

I will evaluate them using customer impact, ease of implementation, competitive diff (skipping this, fairly easy). After evaluation, I will implement following on current favorite camera of elderly. However, if we have time, I can also discuss how to simplify camera by elaborating pain points a),b),c)
1. 3 in d) and after traction use 5 in d)
2. 3 in e)
3. 2 in f)