kids & media / design analysis

kids & media /
what is the
relationship
between kids
and media?
we are surrounded by technology.
kids today have devices of which their
parents never could have dreamed.
how are they using these devices to
play, learn and communicate? has 3-4 era analysis
media changed how people conduct 5-6 asymmetric matrix
their lives and their relationships 7 - 10 temporal differential
with the world? these are the issues 11 symmetric matrix
we wish to address through the analysis 9 - 14 network maps
of kids activities and media separately 15 - 16 activity map
and as a function of each other. broadly, 17 - 22 compelling experiences
we see trends related to convergence, 23 - 24 use and traits
co-creation and a move from the body 25 - 28 position map to user type
being active to passive as particularly 29 - 30 user type to era analysis
relevant to kids’ lives. 31 standing in the future
design analysis . spring 2006 . kids & media . chung greathouse king paradis todd . 

era analysis / 1920 - present
1920 - 1960 1961 - 1970 1971 - 1999 2000 - 2006
Interpretation of
New media Adoption of Extention of
media technologies
technologies media technologies media technologies
Watching TV (alone) Going
Listening to radio as family
ACTIVITIES Everything
Listening to radio (alone) playing video games at friends’
watching TV as family
Llistening to 8-tracks (alone) houses
ENVIRONMENTS Everywhere
Inside the home Inside the home Outside
OBJECTS Many to Many
Group Entertainment Group Entertainment Few to many
INTERACTIONS Integrated
Big and Bulky Furniture Developing Handheld
USERS Kids Kids Kids Kids
Phonograph Phonograph
iPod, Google, Laptops
Atari/Nintendo/Sega
Comic books Beatles, Elvis, Jimi Hendrix, etc.
SUPERHITS Internet, Digital Cameras,
CD’s, Desktop Computers
Film theaters Star Trek ,Arcade games
Cell phones
VHS, MTV
Rat Pack/Rock & Roll Woodstock, Disco
era analysis
EFFECT ON BODY
in looking at media in
(Source: The State of
relation to any user group, America’s Children 2003)
an era analysis is an
important consideration.
media has changed
drastically over the past MEDIA DEVICES
100 years and is certain
to change ever more
drastically in the future.
design analysis . spring 2006 . kids & media . chung greathouse king paradis todd . 

era analysis / 1920 - present
1920 - 1960 1961 - 1970 1971 - 1999 2000 - 2006
Interpretation of
New media Adoption of Extention of
media technologies
technologies media technologies media technologies
Watching TV (alone) Going
Listening to radio as family
ACTIVITIES Everything
Listening to radio (alone) playing video games at friends’
watching TV as family
Llistening to 8-tracks (alone) houses
ENVIRONMENTS Everywhere
Inside the home Inside the home Outside
OBJECTS Many to Many
Group Entertainment Group Entertainment Few to many
Environments for the use
of media have changed
drastically, moving from
public (not shown on this
INTERACTIONS Integrated
Big and Bulky Furniture Developing Handheld
era analysis), to primarily
inside the home to Obesity has become a
everywhere now. problem over time in the
US, certainly related to the
USERS Kids Kids Kids Kids
rise of rich media devices
in the home.
Phonograph Phonograph
iPod, Google, Laptops
Beatles, Elvis, Jimi Hendrix, etc. gone Atari/Nintendo/Sega
Media devices have
Comic books
SUPERHITS Internet, Digital Cameras,
CD’s, Desktop Computers
Film theaters Star Trek ,Arcade games
from being Disco and one-
few Cell phones
VHS, MTV
Rat Pack/Rock & Roll Woodstock,
directional in delivery to
era analysis
having huge variety with
EFFECT ON BODY
in looking at media in phenomenal interactivity.
(Source: The State of
relation to any user group, America’s Children 2003)
an era analysis is an
important consideration.
media has changed
drastically over the past MEDIA DEVICES
100 years and is certain
to change ever more
drastically in the future.
design analysis . spring 2006 . kids & media . chung greathouse king paradis todd . 

asymmetric matrix / activities & media
Insight Clusters
1
1. Audio-kinetic
2. Attentive Leisure
3. Active Experimentation
4. Personal Mangement
 5. Quick Slice
6. Personal Expression
 7. Expanding


activities & media
kids use different media
6
for different purposes. this
matrix groups different
media that are used for
common purposes.
design analysis . spring 2006 . kids & media . chung greathouse king paradis todd . 

asymmetric matrix / activities & media
These groupings broadly
represent entertainment
activities related to media.
This column hints at the
convergence to come with
multi-use devices.
This group speaks
to organization and
networking.
entertainment,
organization &
creation drive use
broadly, there are three
main categories related
to a child’s use of
media: entertainment, This final grouping largely
organization and creation. revolves around self-
additionally, it is clear expression and creativity.
that the column around
mobile phone, computers
and game consoles show
correlations with many
activities hinting at a
burgeoning convergence.
design analysis . spring 2006 . kids & media . chung greathouse king paradis todd . 6

1999 to 00 / time spent using media systems
0 100 200 250
1999 2004
minutes minutes minutes minutes
Radio
Scale: minutes per day
CD/Tape/MP3
Print
Videos
(DVD/VHS/DVR)
TV
Movies
Video games
Computer
Internet
temporal differential
kids prefer some media
(based on time data in 1999 and 2004 Kaiser study)
over others. measured
in minutes per day, this
graph shows how much
kids use various media
and the difference in
usage times between
1999 and 2004.
design analysis . spring 2006 . kids & media . chung greathouse king paradis todd . 

1999 to 00 / time spent using media systems
Little has changed in the
0 100 200 250
1999 2004
amounts of time that kids
minutes minutes minutes minutes
have been using these
media in the past 5 years.
Radio
Scale: minutes per day
CD/Tape/MP3
While time spent has not
significantly increased, the
amoun of time that kids
Print
use these media remains
very strong and far more
Videos
than other types.
(DVD/VHS/DVR)
TV
Movies
Video games Greatest change in amount
of time spent, - integrate
the most other media types
Computer
- most interactive.
Internet
temporal differential
kids prefer some media
(based on time data in 1999 and 2004 Kaiser study)
over others. measured
in minutes per day, this
graph shows how much
kids use various media
and the difference in
usage times between
1999 and 2004.
design analysis . spring 2006 . kids & media . chung greathouse king paradis todd . 

1999 to 00 / time spent with computer activities
(based on time data in 1999 and 2004 Kaiser study)
temporal differential
after looking at the
overall types of
media used by kids,
we narrowed in on
the specific activities
performed on the
computer.
design analysis . spring 2006 . kids & media . chung greathouse king paradis todd . 9

1999 to 00 / time spent with computer activities
Time spent playing games
and visiting web sites have
nearly doubled, along
with increased multiplayer
games online.
Instant messaging barely
existed in 1999. Now it
is the second most time-
consuming computer activity.
Average time devoted to various
computer activities has climbed
from 0:27 daily to 1:02 daily.
(based on time data in 1999 and 2004 Kaiser study)
temporal differential
after looking at the
overall types of
media used by kids,
we narrowed in on
the specific activities
performed on the
computer.
design analysis . spring 2006 . kids & media . chung greathouse king paradis todd . 10

symmetrical matrix / activities
1

activities vs. activities

some activities that kids

do are similar to others.
the purpose of this matrix
is to create groupings, Insight Clusters
broad level categories, in
order to determine what 1. Documenting & Tracking 3. Information Exchange
kids are most interested 2. Creative Exploration 4. Mind in the Clouds
in and why they do what
they do.
design analysis . spring 2006 . kids & media . chung greathouse king paradis todd . 11

symmetrical matrix / activities
Documenting and tracking
is a small but important
activity subset.
Creative exploration is
utterly essential to kids
use of media.
Information exchange
and networking make
up a large subset of
kids’ activities.
Having a “mind in the
clouds” is a small but
distinct subset.
activities vs. activities
some activities that kids
do are similar to others.
the purpose of this matrix
is to create groupings,
broad level categories, in
order to determine what
kids are most interested
in and why they do what
they do.
design analysis . spring 2006 . kids & media . chung greathouse king paradis todd . 1

network diagrams / activites
Creative expression is
the largest of our four
activity clusters.
Creative Exploration Mind in the Clouds
Takes 2 to Tango Passive Engagement Disengagement
BEING KILLING LISTENING FANTASYING
DUELING FRAGGING
ENTERTAINED TIME TO MUSIC /ASPIRING
DANCING SHUFFLING/ RELAXING
WITH RANDOMIZING
SOMEONE
Information Exchange
Absorbing Information
Communication
Creation
Documenting & Tracking
Task-based
Expressive Improvize
LEARNING
Capturing Information EXPLORING
PROG-
RAMMING RIFFING REQUESTING
CHECKING IN
INFO
TAKING
RECORDING
PICTURE
easier to see TREND
WAY FINDING WATCHING
relationships
ROLE
GETTING
PLAYING
MIXING WRITING PLAYING
INFO
deriving from the SAVING
symmetric matrix, the WATCHING
Compile
network diagram shows PERSONAL-
Management LISTENING
large clusters of activities,
SHARING
IZING
as well as how they MULTI-
OPINING SHOPPING
CHECKING SURFING
TASKING
ANALYZING
TIME
relate to each other. GOSSIPING/
they allow for an easier
NETWORKING
SHARING
to understand suite of LOOKING
READING
CARETAKING SCHEDULING ORGANIZING AT PICTURES
BUILDING
Participatory
activity similarities and
relationships.
design analysis . spring 2006 . kids & media . chung greathouse king paradis todd . 1

network diagrams / creative exploration
Creative Exploration Mind in the Clouds
Takes 2 to Tango Passive Engagement Disengagement
BEING KILLING LISTENING FANTASYING
DUELING FRAGGING
ENTERTAINED TIME TO MUSIC /ASPIRING
All other clusters tie
closely to creative
expression relative to DANCING SHUFFLING/ RELAXING
WITH
each other.
RANDOMIZING
SOMEONE
Information Exchange
Absorbing Information
Communication
Creation
Documenting & Tracking
Task-based
Expressive Improvize
LEARNING
Capturing Information EXPLORING
PROG-
exploration is RAMMING RIFFING REQUESTING
CHECKING IN
INFO
important TAKING
RECORDING
PICTURE
the field of child TREND
WAY FINDING WATCHING
development focuses
ROLE
GETTING
PLAYING
MIXING WRITING PLAYING
INFO
heavily on how children SAVING
must explore to WATCHING
Compile
continue to grow as PERSONAL-
Management LISTENING
individuals, emotionally
SHARING
IZING
and intellectually. it was MULTI-
OPINING SHOPPING
CHECKING SURFING
TASKING
ANALYZING
TIME
refreshing to see how GOSSIPING/
important this cluster
NETWORKING
SHARING
of activities played in LOOKING
READING
CARETAKING SCHEDULING ORGANIZING AT PICTURES
BUILDING
Participatory
referennce to others in
a kid’s world.
design analysis . spring 2006 . kids & media . chung greathouse king paradis todd . 1

creative exploration / widely available tools
There is a growing
number of digital
tools enabling
creative exploration.
Creative Exploration Mind in the Clouds
Takes 2 to Tango Passive Engagement Disengagement
BEING KILLING LISTENING FANTASYING
DUELING FRAGGING
ENTERTAINED TIME TO MUSIC /ASPIRING
DANCING SHUFFLING/ RELAXING
WITH RANDOMIZING
SOMEONE
Information Exchange
Absorbing Information
Communication
Creation
Documenting & Tracking
Task-based
Expressive Improvize
LEARNING
Capturing Information EXPLORING
PROG-
RAMMING RIFFING REQUESTING
CHECKING IN
INFO
tools can drive activity TAKING
RECORDING
PICTURE
an explosion of digital TREND
WAY FINDING WATCHING
tools have enabled kids
ROLE
GETTING
PLAYING
MIXING WRITING PLAYING
INFO
to push the boundaries SAVING
of creative expression WATCHING
Compile
and exploration. the three PERSONAL-
Management LISTENING
shown here: Apple’s
SHARING
IZING
iMovie, photo site flickr MULTI-
OPINING SHOPPING
CHECKING SURFING
TASKING
ANALYZING
TIME
and myspace have GOSSIPING/
completely changed
NETWORKING
SHARING
the way kids document LOOKING
READING
CARETAKING SCHEDULING ORGANIZING AT PICTURES
BUILDING
Participatory
their lives in less than
a generation.
design analysis . spring 2006 . kids & media . chung greathouse king paradis todd . 1

activity map / a day in the life of a kid
Relationship of when media is used during a weekday & weekend day, compare to total time spent interacting with media.
MORNING MIDDLE OF THE DAY EVENING
*Game 0:50
**Calling 0:53
***Computer 2:10
Printed Media 0:43
Music 1:44
TV / Video / Movie 4:15
Get ready Go to School School Come Do
for school school activity activity home homework
TYPICAL
WEEKDAY
Get ready Go to
Wake up Eat breakfast Eat lunch Go to activity Eat dinner for bed sleep
activity analysis TYPICAL
Kids use media at WEEKEND DAY
different times of day Watch Go to
Get dressed Play Spend time
TV activity
for activity with family
and for different
TV / Video / Movie 4:15
purposes. The typical
Music 1: 44
day in the life of a kid Printed Media 0: 43
was diagrammed and Computer 2 :10
set against when kids Calling 0:53
use those media to Game 0:50
determine why kids *Game - Including video game , handheld console
use media. **Calling - Including landline phone, cellphone
***Computer - Including Computer game, searching web , IM and etc.
design analysis . spring 2006 . kids & media . chung greathouse king paradis todd . 16

activity map / a day in the life of a kid
Kids are exposed to
more than 10½ hours
of media per day. What
Portable media
time is left for physical
enables kids to enjoy
Relationship of when media is used during a weekday & weekend day, compare to total time spent interacting with media.
activity?
MIDDLE OF THE DAY music and games
MORNING EVENING
while at school,
*Game 0:50
or traveling.
**Calling 0:53
***Computer 2:10
Printed Media 0:43
Music 1:44
TV / Video / Movie 4:15
Get ready Go to School School Come Do
for school school activity activity home homework
TYPICAL
WEEKDAY
Get ready Go to
Wake up Eat breakfast Eat lunch Go to activity Eat dinner for bed sleep
Many times kids
Kids spend more time
are using two or
with interactive media
activity analysis TYPICAL more types of media
then print media.
Kids use media at WEEKEND DAY simultaneously.
different times of day Watch Go to
Get dressed Play Spend time
TV activity
for activity with family
and for different
TV / Video / Movie 4:15
purposes. The typical
They interactive with
Music 1: 44
day in the life of a kid some form of media
Printed Media 0: 43
was diagrammed and at almost all times of
Computer 2 :10
set against when kids the day.
Calling 0:53
use those media to Game 0:50
determine why kids *Game - Including video game , handheld console
use media. **Calling - Including landline phone, cellphone
***Computer - Including Computer game, searching web , IM and etc.
design analysis . spring 2006 . kids & media . chung greathouse king paradis todd . 1

compelling experience / a book
attraction entry engagement exit extension
defined
fresh
immersive
accessible
significant
transformative
what is compelling?
Media experiences vary.
Some are able to draw kids
in by fulfilling their desires,
while others are lacking. The
most popular experiences
are able to engage kids at
multiple levels.
design analysis . spring 2006 . kids & media . chung greathouse king paradis todd . 1

compelling experience / media compared
a book
defined Books offer a subset of a
fully compelling experience
and are largely focused on
the column of engagement.
fresh
immersive
accessible
significant
transformative
what is compelling?
Media experiences vary.
Some are able to draw kids
in by fulfilling their desires,
while others are lacking. The
most popular experiences
are able to engage kids at
multiple levels.
design analysis . spring 2006 . kids & media . chung greathouse king paradis todd . 19

compelling experience / media compared
a book
defined
the cinema
fresh
immersive
The immersion of cinema
broadened the significance
of the experience and
accessible
allowed non-literate people
to consume epic tales.
significant
transformative
what is compelling?
Media experiences vary.
Some are able to draw kids
in by fulfilling their desires,
while others are lacking. The
most popular experiences
are able to engage kids at
multiple levels.
design analysis . spring 2006 . kids & media . chung greathouse king paradis todd . 0

compelling experience / media compared
a book
defined
the cinema
console video games
Console video game
fresh
systems broaden the
cinema experience
because of their
interactivity.
immersive
accessible
significant
transformative
what is compelling?
Media experiences vary.
Some are able to draw kids
in by fulfilling their desires,
while others are lacking. The
most popular experiences
are able to engage kids at
multiple levels.
design analysis . spring 2006 . kids & media . chung greathouse king paradis todd . 1

compelling experience / media compared
a book
defined
the cinema
console video games
social networking sites
fresh
immersive
Social networking sites
like MySpace provide a
level of interaction that
accessible rivals traditional media
and, increasingly,
dominates kids time
as generation next
documents and shares
significant
their lives.
transformative
what is compelling?
media experiences vary.
some are able to draw kids
in by fulfilling their desires,
while others are lacking. the
most popular experiences
are able to engage kids at
multiple levels.
design analysis . spring 2006 . kids & media . chung greathouse king paradis todd . 

compelling experience / media compared
a book
defined
the cinema
console video games
social networking sites
mobile phone
fresh
immersive
accessible
significant
transformative
what is compelling? Messaging, talking,
media experiences vary. gaming, picture
some are able to draw kids taking and media
consumption drive kids
in by fulfilling their desires,
to treat their phones
while others are lacking. the
like extensions of their
most popular experiences
very selves.
are able to engage kids at
multiple levels.
design analysis . spring 2006 . kids & media . chung greathouse king paradis todd . 

media use / relationship to personal traits
Percentage of 7th to 12th-Graders
Multitasking (most of the time) while:
28% Reading
24% Watching TV
33% Listening to music
33% Using a computer
39% Multiple computer activities
media vs. kids traits
kids watch up to nine
hours of tv per day. 24%
of 7th-12th graders are
multitasking with other
media while watching tv.
more importantly 39%
of kids are multitasking
across a variety of media.
what types of media are
kids using compared to
their school grades, level
of happiness and whether
they seek out high
sensation activies?
design analysis . spring 2006 . kids & media . chung greathouse king paradis todd . 

media use / relationship to personal traits
Percentage of 7th to 12th-Graders
Total media exposure is
Multitasking (most of the time) while:
highest among
1. High sensation seekers
media vs. kids traits
2. Low contented kids
28% Reading
partial attention to 3. Grades mostly C/Ds
immersive media during 24% Watching TV
foundational years is 33% Listening to music
more prevalent than in
33% Using a computer
previous eras.
39% Multiple computer activities
interactive and time-
shifted media experiences
are unpredictable and
elusive enough to make
kids want more and
more.
creative experitise is
historically a result of
great amounts of time
spent deeply focused on
mastering a skillset. TV accounts for nearly
1/3 the media exposure
if deep skill sets are among all groups except
required in the future, how High and Low Sensation
might they evolve through Seekers, where Music
media equals TV use.
multitasking hours spent
with virtual tools, online
communications and
immersive virtual
entertainment?
design analysis . spring 2006 . kids & media . chung greathouse king paradis todd . 

position map / use and social context
group
consume
create
why a x?
generating a position
map with axis related
to the consumption or
creation of media as well
as the social context of
use offers a compelling
visualizatiion of important
self
relationships.
design analysis . spring 2006 . kids & media . chung greathouse king paradis todd . 6

position map / activities overlaid
group
gossiping scheduling
caretaking sharing
checking in
shopping taking picture
watching dancing checking time requesting info
personalizing programming
recording
sharing dueling
analyzing
fragging role playing
exploring
role playing saving
playing building
aspiring dueling organizing
exploring gossiping writing
surfing checking in mixing
scheduling
relaxing surfing
consume caretaking
being entertained riffing
create
requesting info opining
killing time checking time
shopping
trend watching
aspiring
getting info listening
trend watching shuffling riffing
creation in a social getting info playing recording
context is most full reading mixing
playing
of activities organizing
caretaking
relaxing
saving
mapping activities around analyzing
learning building
media and social context exploring writing
reveals that the largest programming
multi-tasking
current grouping is in the personalizing
upper right quadrant. this
quadrant is the home of
self
many “creative” activies.
design analysis . spring 2006 . kids & media . chung greathouse king paradis todd . 

position map / devices, activites & social context
group
gossiping scheduling
caretaking sharing
checking in
shopping taking picture
watching dancing checking time requesting info
personalizing programming
recording
sharing dueling
analyzing
fragging role playing
exploring
role playing saving
playing building
aspiring dueling organizing
exploring gossiping writing
surfing checking in mixing
scheduling
relaxing surfing
consume caretaking
being entertained riffing
create
requesting info opining
killing time checking time
shopping
trend watching
aspiring
getting info listening
few devices map over trend watching shuffling riffing
many activities getting info playing recording
mapping devices over reading mixing
playing
the groupings of activities organizing
caretaking
relaxing
saving
reveals that fewer devices analyzing
learning building
are now linked to more exploring writing
activities... direct evidence programming
multi-tasking
for convergence. in personalizing
addition, there is a clear
correlation to the digital
self
tools used in this creation.
design analysis . spring 2006 . kids & media . chung greathouse king paradis todd . 

position map to user types / possible types
group
consume
pop addict co-creator
create
four user types
we suggest that there are
four user types related
to the consumption
of media. in general,
each user type could
be ascribed to adults or
children although there
are far more co-creating
children then adults as
nerd artiste
a result of myspace and
children’s higher comfort
self
level with digital devices.
design analysis . spring 2006 . kids & media . chung greathouse king paradis todd . 9

user types to era analysis / broken out
nerd
artiste pop addict co-creator
how did we get here?
we admit that moving
from the 2x2 in the page
before to this page
requires somewhat of a
cognitive leap. that said,
we see a relationship
between how types of
media over time allowed
for certain types of users.
design analysis . spring 2006 . kids & media . chung greathouse king paradis todd . 0

user types to era analysis / broken out
nerd
artiste pop addict co-creator
the first content creators the first aficionados of Gutenberg launched it in the release of the Macintosh
were the sole “artistes”... media had to come after the 1455 with his printing press in 1984 and the subsequent
these individuals were “artiste”. one cannot be a and the industrial revolution launch of the internet
truly passionate about conoisseur of some media powered media’s delivery several years later put
expressing themselves. if it does not yet exist. one to nearly every home in the the power of publishing
can imagine wealthy patrons world. through the mid to media into everyone’s
of the arts and the first book late-20th century popular hands. for the first time
readers in this group. acts like the Beatles and ever, creation at scale
artists like Warhol were both was relatively easy and
new era = new types
phenomenons and fodder inexpensive. the additions
as new media formats
for the popular masses. of digital still and video
were introduced, new
cameras combined with the
user types accompanied
continued pervasiveness
them. older media types
of the “network” has made
haven’t entirely gone by
it easy for any kid to blog,
the wayside and nor have
film a movie, develop
the user types with whom
photographic ambitions and
they were associated.
share them with everyone.
these types are relevant
for adults as well as kids.
design analysis . spring 2006 . kids & media . chung greathouse king paradis todd . 1

kids & media / standing in the future...
1971 - 1999 2000 - 2006
Interpretation of
Extention of
media technologies
media technologies
our analysis could be quickly summarized as:
Going
co-creation
Everything
g video games at friends’
houses
is here and profound.
convergence
Everywhere
Outside
is close.
active to passive
Many to Many
Few to many
effects the body.
Integrated
Handheld
we expect a relatively near future to
present a wider array of media with
fewer devices needed to play them.
Kids Kids
convergence should drive kids’ access
to digital creation tools and the likes of
Atari/Nintendo/Sega
Apple, MySpace and Yahoo! will allow
iPod, Google, Laptops
’s, Desktop Computers Internet, Digital Cameras,
them to share their lives. unfortunately,
VHS, MTV Cell phones
a bi-product seems to be decreased
physical activity and resulting obesity.
design analysis . spring 2006 . kids & media . chung greathouse king paradis todd . 

kids & media / design synthesis
spring 2006 . bernard, king, mcgaw, paradis, tallacksen

the concept space / these needs are real
T(w)eens want Our concepts are focused
on developing an immersive
to do what’s
experience that will:
1. Empower networking with
fun for them, others locally and globally.
not necessarily 2. Encourage co-creation
and consumption of
what’s good others’ contribution.
for them.
3. Facilitate physical activity
though soft and hard solutions.
design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 

the concept space / a value statement
Frame
Concept Space
For t(w)eens, who are The solution will incorporate:
dissatisfied with current What t(w)eens want:
options for physical • Fun
• Immersive
activity, yet search for
• Connected
an enjoyable experience,
this immersive What parents want:
• Active
platform will allow a • Educational
networked and co- • Creative
created interaction that
facilitates group and
individual expression.
design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 

the concept space / activities mapped
E-mail
IM
Text/
SMS
Blog
Share Phone
Competitive Physical
Tech Hang
out
Meet
people Dating
Fashion
Pretend Socialize Going
to mall
Differentiation
Contra-
Gossip
distinction
Form
opinions Forming
us
Express
Boys
yourself Unconscious
Kissing learning
Checking-
Communi- in
Who am
cating
I? Home-
work
Dancing
Baseball
Outside Lecture
school
Basket-
Jackass
ball
Identity Multi-
media
In-
forming school
Hockey
Sports
Less P.E.
Tweens
Physical
Soccer
Learning
Hide
activity
&
seek
Football
Make
movies
Snow
ghts
Make
Entertaining music
Build
forts
Play
Girls music
Lift
Chillin'
weights
Creating
Paint
mind mapping Illin'
to understand the Draw
Passive
domains that t(w)eens
operate in when they use, One-way Program
or could use media, the Music
Movies
Media
Books Cooperative
relationships between Rational
Video
TV Non-
games Journal
Aspiration
digital
t(w)eens and the general games
Stereo
Perform
activities they engaged in
PC
iPod Document
were analyzed. Fashion
CD
Portable Imitate
Home Mags
Risk
D&D Cranium
design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 

the concept space / media uses vs. uses
Support documenting and trac
Support uses at different times
Offer an escape into dreamlan
Support organization of media
Maximize interaction opportun
significant duration of each us
overwhelm other kinds of med
harmonize with other media st
Offer messaging functionality.
Support use in school environ
Network with other users and
Encourage physical activity
Offer multiple functionalties
Support social networking.
Enable co-creative activity
Support interactive media
Provide positive emotions
consumption everywhere
extend user's personality
Facilitate self-expression
Counteract obesity trend
Provide entertainment.
Engage kids deeply.
Support mobile use
Allow exploration
Feature music.
3 3 1 1 1 1 1 1 2 1 1 1 1 1 0 0 0 0 0 0 1 1 0 0 0 2
Support organization of media files. Management
3 3 0 2 2 1 1 2 1 1 1 0 2 2 0 0 0 0 1 0 1 1 1 0 2 0
Support documenting and tracking
1 0 3 3 2 1 3 3 2 2 2 1 1 2 2 2 1 1 0 0 1 2 2 1 1 0
Offer messaging functionality. Messaging
1 2 3 3 3 1 1 3 3 1 3 2 2 2 1 0 1 3 1 1 0 2 2 1 2 1
Facilitate self-expression Expression
1 2 2 3 3 3 2 2 2 3 3 2 3 1 1 1 1 1 1 0 1 2 1 3 1 1
Enable co-creative activity
1 1 1 1 3 3 2 3 2 3 3 2 2 2 1 0 2 3 0 1 1 3 3 2 2 2
harmonize with other media streams. Socialization
1 1 3 1 2 2 3 3 3 3 3 3 2 1 1 2 2 3 2 2 1 2 2 1 2 2
Support social networking.
1 2 3 3 2 3 3 3 2 3 3 3 2 2 2 1 1 2 1 2 1 2 1 1 2 2
extend user's personality
2 1 2 3 2 2 3 2 3 3 3 2 2 2 2 1 3 2 2 2 2 3 3 2 2 2
Offer multiple functionalties Network
1 1 2 1 3 3 3 3 3 3 3 3 2 3 3 1 0 1 3 3 2 2 3 2 2 2
consumption everywhere
1 1 2 3 3 3 3 3 3 3 3 3 3 3 3 3 0 1 1 3 2 3 3 2 2 2
Maximize interaction opportunities
1 0 1 2 2 2 3 3 2 3 3 3 3 3 2 2 0 3 3 1 2 1 2 1 1 2
Network with other users and devices
1 2 1 2 3 2 2 2 2 2 3 3 3 3 3 2 2 1 0 0 1 1 1 1 2 3
Support use in school environments
1 2 2 2 1 2 1 2 2 3 3 3 3 3 3 2 2 1 1 2 2 2 2 1 2 1
Support uses at different times of the day.
0 0 2 1 1 1 1 2 2 3 3 2 3 3 3 3 3 1 2 2 2 1 2 2 2 2
Support mobile use
symmetric matrix 0 0 2 0 1 0 2 1 1 1 3 2 2 2 3 3 3 2 3 1 1 1 2 3 3 2
Encourage physical activity Exercise
0 0 1 1 1 2 2 1 3 0 0 0 2 2 3 3 3 3 3 0 2 2 1 2 3 1
Counteract obesity trend
this symmetrical insight 0 0 1 3 1 3 3 2 2 1 1 3 1 1 1 2 3 3 3 3 3 3 3 2 2 2
Engage kids deeply. Immersion
0 1 0 1 1 0 2 1 2 3 1 3 0 1 2 3 3 3 3 3 3 3 3 1 2 1
overwhelm other kinds of media
matrix was used to 0 0 0 1 0 1 2 2 2 3 3 1 0 2 2 1 0 3 3 3 3 3 3 3 3 2
Offer an escape into dreamland Entrance
determine the primary 1 1 1 0 1 1 1 1 2 2 2 2 1 2 2 1 2 3 3 3 3 2 2 2 3 3
Provide entertainment.
1 1 2 2 2 3 2 2 3 2 3 1 1 2 1 1 2 3 3 3 2 3 2 2 2 1
Support interactive media
uses (abstract) of media 0 1 2 2 1 3 2 1 3 3 3 2 1 2 2 2 1 3 3 3 2 2 3 1 1 1
significant duration of each use.
0 0 1 1 3 2 1 1 2 2 2 1 1 1 2 3 2 2 1 3 2 2 1 3 2 1
Feature music.
and for what purpose Uplift
0 2 1 2 1 2 2 2 2 2 2 1 2 2 2 3 3 2 2 3 3 2 1 2 3 2
Provide positive emotions
t(w)eens use the devices 2 0 0 1 1 2 2 2 2 2 2 2 3 1 2 2 1 2 1 2 3 1 1 1 2 3
Allow exploration
associated with various Key
media types. 0123
Matis r 0,0 18R
!105,26;16,17!26,25,24,23,22,21,20,19,18,17,16;3,4,5,6,7,8,9,10,11,12,13,14,15!2,1;26,25,24,23,22,21,20,19,18,17,16,15,14
design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 

Network with o
Engage kids d
overwhelm oth
Support use in
Counteract ob
Encourage ph
Feature music
Support intera
significant dur
Allow explorat
Support socia
Provide entert
Maximize inte
Offer an esca
Support mobi
Provide positi
extend user's
Offer multiple
Support uses
consumption
the concept space / key areas of focus
1 211111 0 0 000011 0 0 0 2 Management
2 111022 0 0 001011 1 0 2 0
3 222112 2 2 110012 2 1 1 0 Messaging
3 313222 1 0 131102 2 1 2 1 Expression
2 233231 1 1 111012 1 3 1 1
3 233222 1 0 230113 3 2 2 2 Socialization
Support documenting and trac
Support uses at different times
Offer an escape into dreamlan
Support organization of media
Maximize interaction opportun
significant duration of each us
overwhelm other kinds of med
harmonize with other media st
Offer messaging functionality.
Support use in school environ
Network with other users and
3 333321 1 2 232212 2 1 2 2
Encourage physical activity
Offer multiple functionalties
Support social networking.
Enable co-creative activity
Support interactive media
Provide positive emotions
consumption everywhere
extend user's personality
Facilitate self-expression
Counteract obesity trend
Provide entertainment.
3 233322 2 1 121212 1 1 2 2
Engage kids deeply.
Support mobile use
Allow exploration
2 333222 2 1 322223 3 2 2 2 Network
Feature music.
3 333323 3 1 013322 3 2 2 2
3 333333 3 3 011323 3 2 2 2
3 233333 2 2 033121 2 31 11 12
3 1 1 1 1 2 1 1 1 1 1 0 0 0 0 0 0 1 1 0 0 0 2
Support organization of media files. Management
33 02 21 1 2 1 1 1 0 2 2 0 0 0 0 1 0 1 1 1 0 2 0
Support documenting and tracking
2 223333 3 2 Offer messaging functionality. 1
2100 1 1 11 32 23
0 3 1 3 3 2 2 2 1 1 2 2 2 1 1 0 0 1 2 2 1 1 0 Messaging
12 33 31 1 3 3 1 3 2 2 2 1 0 1 3 1 1 0 2 2 1 2 1
Facilitate self-expression Expression
2 233333 3 2 211222 2 11 22 31
2 3 3 2 2 2 3 3 2 3 1 1 1 1 1 1 0 1 2 1 3 1 1
Enable co-creative activity
11 11 33 2 3 2 3 3 2 2 2 1 0 2 3 0 1 1 3 3 2 2 2
harmonize with other media streams. Socialization
2 233233 3 3 312221 2 12 32 22
1 1 2 3 3 3 3 3 3 2 1 1 2 2 3 2 2 1 2 2 1 2 2
Support social networking.
12 33 23 3 3 2 3 3 3 2 2 2 1 1 2 1 2 1 2 1 1 2 2
extend user's personality
1 113222 3 3 323111 2 23 23 22 Exercise
1 3 2 3 2 3 3 3 2 2 2 2 1 3 2 2 2 2 3 3 2 2 2
Offer multiple functionalties Network
11 21 33 3 3 3 3 3 3 2 3 3 1 0 1 3 3 2 2 3 2 2 2
consumption everywhere
1 300022 3 3 Maximize 3
3 interaction opportunities 2
302 1 12 23 31
1 3 3 3 3 3 3 3 3 3 3 3 3 0 1 1 3 2 3 3 2 2 2
10 12 22 3 3 2 3 3 3 3 3 2 2 0 3 3 1 2 1 2 1 1 2
Network with other users and devices
2 211311 1 2 333333 3 12 12 32 Immersion
2 2 2 2 2 2 2 3 3 3 3 3 2 2 1 0 0 1 1 1 1 2 3
Support use in school environments
12 22 12 1 2 2 3 3 3 3 3 3 2 2 1 1 2 2 2 2 1 2 1
Support uses at different times of the day.
1 231301 2 3 333333 3 01 22 11
0 1 1 1 2 2 3 3 2 3 3 3 3 3 1 2 2 2 1 2 2 2 2
Support mobile use
symmetric matrix 2 00 20 10 2 1 1 1 3 2 2 2 3 3 3 2 3 1 1 1 2 3 3 2
Encourage physical activity Exercise
2 23310 2 1 Counteract obesity trend 3
033 33 3 03 13 12 Entrance
0 1 2 2 1 3 0 0 0 2 2 3 3 3 3 3 0 2 2 1 2 3 1
this symmetrical insight 00 13 13 3 2 2 1 1 3 1 1 1 2 3 3 3 3 3 3 3 2 2 2
Engage kids deeply. Immersion
1 222212 2 1 overwhelm other kinds of 3
2 3 3 media 3 2 2 02 03 13
1 1 0 2 1 2 3 1 3 0 1 2 3 3 3 3 3 3 3 3 1 2 1
matrix was used to 00 01 01 2 2 2 3 3 1 0 2 2 1 0 3 3 3 3 3 3 3 3 2
Offer an escape into dreamland Entrance
2 determine the primary 2
32311 1 1 Provide entertainment. 3
233 23 2 12 12 11
1 0 1 1 1 2 2 2 2 1 2 2 1 2 3 3 3 3 2 2 2 3 3
11 22 23 2 2 3 2 3 1 1 2 1 1 2 3 3 3 2 3 2 2 2 1
Support interactive media
1 uses3 3 2 of 1 2
3 (abstract) media 2 2 significant duration of each use. 2
1333 2 3 01 21 11
1 2 3 2 1 3 3 3 2 1 2 2 2 1 3 3 3 2 2 3 1 1 1
00 11 32 1 1 2 2 2 1 1 1 2 3

the concept space / insights > principles
Insight Principle Category
Kids are exposed to more than ten hours of Operate in harmony with other media streams. Socialization
media each day.
Social networking provides interaction levels Support social networking. Socialization
like those of traditional media, and increasingly
dominate kids’ time.
Kids treat phones as extensions of Become an extension of the user’s personality. Socialization
themselves.
Media is consumed everywhere, not just Support media consumption everywhere Network
publicly or in the home.
Devices increasingly do multiple things Offer multiple functionalities Network
(convergence)
Information exchange and networking is a Network with other users and devices Network
large part of kids’ activities.
Portable media devices enable media Support mobile use Mobility
enjoyment while travelling, or at school.
insights > principles Kids interact with media throughout the day. Support uses at different times of the day. Mobility
a rigorous review of a
Media are used for organization and Support organization of media files. Management
large set of analysis data
networking.
produced an enormous
Documenting and tracking is an important Support documenting and tracking Management
number of relevant point
activity subset.
level insights which, when
used reflexively, generated Many times, kids interact with more than one Expect to share attention with other kinds of media (or Immersion
an equal number of kind of media at a time. to overwhelm them).
design principles. these Books provide a compelling experience in the Engage kids deeply. Immersion
principles were tied “engagement” mode.
back to our key activity
Creative exploration is utterly essential to kids’ Allow exploration Hope
areas of focus to start to
use of media.
provide guidelines for how
Total media exposure is highest among Encourage contentedness by providing positive Hope
systems might be built.
kids who are: high sensation seekers, low emotions.
contentedness, or who have lower grades.
Music media is as strong as TV exposure for
design synthesisFeature music. kids & media . bernard, king, mcgaw, paradis, tallacksen . 
Hope
. spring 2006 .
both high and low sensation-seeking kids.

concept generation / concept generation matrix
» » » » » » » »
»
» »
» »
»
»
»
»
» » » » » » » »
» »
»
»
» » » » » » » »
» »
»
» » »
»
concept matrix
a concept matrix was
created for framed idea
>>
generation which used
our three main insights
fron analysis on the Y
axis and the main areas
of focus on the X.
design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 

concept generation / concept generation matrix
» » » » » » » »
»
» »
» »
»
»
»
»
>> GeoBlogging
>> Livecasting: Whatever
»
you’re doing is shared »with
» » » » » »
thousands
» »
»
>> Networked mobile devices
»
» » » » » » » »
>> Massively multi-player
» »
narratives
»
» » »
»
concept matrix
>> Music device based on
a concept matrix was
your “moves”
created for framed idea
>> Motion-capture gear >>
generation which used
>> Virtual square dancing,
our three main insights
with competition and
fron analysis on the Y
voting
axis and the main areas
of focus on the X.
design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 

scenario planning / trends effecting t(w)eens
High volume
= high $
Brain-
Eye-
control Voice
control
recog.
$$$$
Bad food vs. $
is cheap
Mainstream
healthy
foods
New Reduction
Ubiquitous Market
interfaces
Slow U.S. explosion
of middle
tech
adoption class
Video
games/TV ER $
Tech 'Tweens more
Virtual have more $
tools
Not
Stupidity preventative
compensation
Rise in
Economics H.C. $
Lack of
physical
interaction
Distance
Video
Low-pay
learning
games
jobs
Internet
Internet
Technology
Cocooning
Food Lobbying
Fast-pace
Trends
Bigger
industry
info
TVs
Standardized
test scores
More decreasing
Obesity
channels
concerns
Polarization
of body image
Lower
science
funding
Society
Diabetes
Health
Politics
No child
Infant
is media making left behind
mortality Life
recording
t(w)eens fat and School
H.C.
compensation
stupid? Home funding
education
we asked a specific Convenience
Lack of $
question in exploring awareness
\"On the
go\"
trends effecting t(w)eens Fickle
Personal
Acceptance
Child
of wild Kidless
and were sure to consider celebrity
games
porno couples
trends in politics,
economics, society Low
attention
and technology. Ritalin
design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 10

scenario planning / trend ranking
Top Trends Significance Uncertainty Total
Funding of education 12 7 19
Lobbying (of health issues) 0 1 1
Increasing health care costs 3 3 6
From physical to virtual 6 7 13
Increasing ubiquity of technology 8 4 12
Increasing network availability 9 4 13
Lagging technology and science in US 1 9 10
Cocooning 4 9 13
Personal celebrity 14 3 17
Body image vs body reality 13 3 16
is media making
t(w)eens fat and
Convenience is king 10 3 13
stupid?
from our blown-out trends
Tween disposable income 11 4 15
mindmap we identified
top trends which we
Channel of one (Om) 5 3 8
then ranked according to
scenario planning criteria
Shared media (Lingo) 2 7 9
as laid out in the book on
the topic, The Art of the
Getting older, younger 7 3 10
Long View.
design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 11

scenario planning / 3 key trends to consider
Top Trends Significance Uncertainty Total
Funding of education 12 7 19
Lobbying (of health issues) 0 1 1
Increasing health care costs 3 3 6
From physical to virtual 6 7 13
Increasing ubiquity of technology 8 4 12
Increasing network availability 9 4 13
Lagging technology and science in US 1 9 10
trends for the future
Cocooning 4 9 13
in our ranking, our project
team felt that we needed
Personal celebrity 14 3 17
to consider three rather
than just two trends in
Body image vs body reality 13 3 16
crafted our scenarios.
the funding of education,
Convenience is king 10 3 13
personal celebrity and
the availability of t(w)een
Tween disposable income 11 4 15
disposable income were
of particular importance.
Channel of one (Om) 5 3 8
in addition, although body
image received the third
Shared media (Lingo) 2 7 9
highest score we decided
to it logically fit with
Getting older, younger 7 3 10
personal celebrity.
design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 1

scenario planning / scenario maps in 3d
everyone’s
teens spend less a celebrity
New Socialist
Britannia Paradise
less more
funding for funding for
schools schools
Depression Teacher
Redux is King
few
celebrities
everyone’s
teens spend more a celebrity
The Real
three main trends Kids
World*
translates to eight Rule
less more
scenarios
funding for funding for
placing our three key
schools schools
trends on position maps
generated eight distince A Hyperstar The New
possible futures to is Born Renaissance
consider. in our mapping,
we went about naming
the futures to help the
few
team create stories of
celebrities
what each might be like.
design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 1

future scenario 1 / new britannia
new britannia
tweens spend less • less funding for schools • everybody’s a celebrity
As expected, the European Union, India, China and the rest of industrialized Asia
surpass the US as masters of the global zeitgeist. Tweens in the US have less
disposable income and funding for schools is on a downward trend. However, the
countries technical infrastructure still drives the culture’s obsession with celebrity,
and becoming famous. Reality television and competitive shows derived of American
Idol, Fear Factor and Jackass dominate the airwaves. Sites that support the viral
transformation of tweens into internet celebrities thrive. Major media outlets mine
social networking sites for the next big ‘star.’
concepts
A Star is Born: Major media outlets conduct ‘a star is born’ grand challenges for
sports, entertainment, or people just willing to be plain stupid in exchange for
being famous. To be cool is to be aligned with fads and trends that are globally
relevant and not US Centric. US brands leverage foreign celebrities and design
language in the promotion of products, brands and services.
Low-end Theory: Since high bandwidth mobile technology is out of reach of most
tweens consumer devices operate on a principle of low-end theory. Consumer
devices for tweens are cheap, poorly designed and trendy and they are designed
to take advantage of the convergence of the group.
Multimedia Physical Centers: Tweens still strive for a community and a way to
connect. Much like video arcades drove this interaction in the early 80’s the next
generation of community centers provide the same environment for tweens to
make connections globally and locally but making technology accessible via a
limited pay as you go model ala an internet-café model.
design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 1

future scenario  / socialist paradise
socialist paradise
tweens spend less • more funding for schools • everyone’s a celebrity
Nonplussed by a culture of excess and individualism, parents across the country
rein in the cash provided to tweens, encouraging them to live more simply. At the
same time, voters also force government to spend more on education. The result is
a society where children are well taken care of, and contribute to their community.
The ubiquity of technology and leveling media is used to celebrate each person’s
contribution to the whole. Public schools have the money they need to develop
successful children and become a place where residents come together for volunteer
events like Habitat for Humanity.
concepts
Kid Composed Media Hits: Middle School media club puts together a weekly 30-
minute cable TV show that highlights the achievements of local tweens: athletes,
singers, actors, volunteers, mathletes, etc. And it’s the hit of the local cable
system.
Sharecast: As a way of celebrating the uniqueness of each individual, school begin
providing gear to kids that stream a video and audio feed whenever they are in
public spaces (software and location tagging locks the system down in private
spaces). What started as “Reality TV Meets Contemporary Anthropology” class
project becomes a live, ongoing blog allowing people to share in each others’
experiences as they happen.
Altruistic / Reality-Based MMPORGs: Tweens flock to a new breed of online
games with a much more realistic focus—helping in their community. Instead of
playing “Sim Family”, tweens become interested in “Sim FEMA”, where they have
to work together to respond to natural disasters. The game is self-consciously
positioned as real-world training for skills that tweens can use to help their
communities later, in the real world.
design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 1

future scenario  / depression redux
depression redux
tweens spend less • less funding for schools • few celebrities
The excesses of the United States’ past and current state catch up to it as China
and India race past to become economic, technological and cultural leaders of the
world. The US economy is sorely depressed and funding for schools is hard to come
by. At the same time, a few media stars rise up to be the royalty of this time, allowing
adults and kids alike a mental escape from the reality of their current state.
concepts
High-Tech Movie Theaters: super über movie theaters with full virtual reality and
access to the latest Chinese and Indian content
Video Serials (Pass-around media): inexpensive video serials (kind of like the
comics of old) that play on cheap portable media devices
Virtual Space Travel: virtual trip to the moon and space...
the Chinese kids get to do it for real
design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 1

future scenario  / teacher is king
teacher is king
tweens spend less • more funding for schools • few celebrities
In a time when there is more money, people have begun to understand its value.
Parents encourage tweens to spend less money and save it. This important
demographic, which usually fuels adoption of new technology, therefore is spending
less on gadgets for recreational use. However, the influx of new cash has led to
increased funding for schools, both from public and private sources, instigating the
use of technology primarily for educational purposes.
concepts
Sponsored Educational Tools: Companies subsidize schools in the form of
inexpensive laptop computers to be used as portable teaching/learning tools
Teaching for the 21st Century: Teachers give assignments using new technologies,
such as teaching physics with interactive games
High Touch Tech: Since kids are primarily focused on those around them,
technologies that facilitate face-to-face interaction are important (ex. sharing mp3
music through telephone network)
design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 1

future scenario  / the real world aka pop media
the real world aka pop media
tweens spend more • less funding for education • everyone’s a celebrity
Continuing fully with current trends, tweens are older faster, have more money than
ever while public educational funding decreases. Luckily, in this world, everyone
has access to extremely inexpensive tools for content creation and a way to sell it
through the “network”, a global construct for storing, finding and paying for media. In
this world, everyone’s lives are like a TV show ready to be watched.
concepts
Avatar Assist: a small device carried as a pendant or bracelet that allows cameras
capturing images of you to know who you are, etc.
Movie Camp: tweens learns how to make movies as good as the rest
Auteurship SAT’s: media is king so learning how to test creators has value
design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 1

future scenario  / kids rule
kids rule
tweens spend more • more funding for schools • everyone’s a celebrity
The trend toward only 1-- and 2-child families has accelerated and spread. Much
like the “Little Emperor” syndrom in China, children are highly catered to, receiving
much disposable income from their parents. Additionally education is better funded.
Entertainment and leisure industries refocus on attracting spending by tweens and
their doting parents. Converting to smoke and alcohol-free establishments is not out
of the question. Because of the kid-centered culture, media channels provide more
and more ways for kids to express themselves. the kid-centered culture
concepts
Child Broadcasters: youthful commentators are featured on the evening news,
because the general public places a high value on kids’ views and opinions. As a
result, broadcast journalism classes become standard in high schools and even
some middle schools. Marketers find success selling “studio in a box” kits that
help kids practice being a TV spokesperson.
FacebookVideo: Children in middle school use FacebookVideo to compile a
semi-public portfolio (resume + scrapbook) documenting their school and
extracurricular activities. Relatives, friends, and neighbors enjoy following
FacebookVideo entries of the kids they know, because it provides a connection
to youth that adults crave more and more.
VideoFfitti: Video-equipped mobile phones become the tools for tweens to use in
dissing (or praising) anything and anyone around them. Like a mobile version of
Google Earth tagging, this system allows tweens to point a phone’s camera at
an object and then record their opinions about it. Anyone else with a similarly-
equipped phone can play back sassy video clips.
design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 1

future scenario  / a hyperstar is born
a hyperstar is born
tweens spend more • less funding for schools • few celebrities
Tweens, more and more, seek affirmation and self-expression through aligning themselves
with the popular celebrities of the times. They will work and spend slavishly to support their
public personas. Companies align their brands to these celebrities to gain the loyalty of this
lucrative market. The brands promote these hyperstars while the stars in turn provide power
to the brands. Their super power allows brands take over services that are traditionally
regarded as the responsibility of the public sector or government, in turn increasing their
profits and the celebrity of their stars.
cocepts
Commercialized Learning Centers: Companies develop learning technology centers or
even sponsor outright educational institutions to make up for gaps in public spending on
education.
Personalized Tech: Personalization of technology products based on the personality of the
hyperstar becomes the easiest way to capture the tween market. Scarcity, or perceived
scarcity heightens the adoption of new products.
“Perceived Choice”: Tweens personify their own values through the shorthand of brands.
Social networking sites are branded across multiple dimensions and segments even
though they may all be ultimately owned by one multinational.
design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 0

future scenario  / the new renaissance
the new renaissance
tweens spend more • more funding for schools • few celebrities
People have more money and are spending more. Tweens continue to be an extremely
important demographic, as they are seen as the early adopters of new technologies...and
they have the money to buy them. There has been an explosion of new devices that make
leisure and learning easier and more fun, prompting the explosion of media devices and
networks. Self-promotion has become passe, new technologies are used to foster learning
and skill-development.
concepts
Closed-Loop Gaming: For groups of tweens gaming together, systems for head to head
video gaming in large co-located groups
Generation C Web Service: Through these online communities, appreciation of the
modern arts is fostered. Artists and authors post their works for critique. Budding artists
and authors are encouraged, while accomplished ones are praised and made famous.
design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 1

concept generation ii / focus on collaboration
insights principles ideas-product ideas-system ideas-strategic
Tweens collaborate differently Collaboration from home Wireless computer family pack Multi-computer kits (like a cell-phone Product bundling and service integration
family plan) across devices
Collaboration in public Mood gear Ambient devices that indicate your Merging of social networking and
'mood' through physical and virtual physical worlds in realtime
channels based on biometric feedback
Flash mob fob Affinity seeking devices that can be used
to find people in your immediate area
with your interests
Digital charm bracelet A bracelet with RFID or flash-media
enabled 'charms' that users can give to
friends
Collaboration with people they 'know' Proximity aware networking Indicates when friends or people in your The ability to create physical
group are in a similar space, city, town 'clickstreams' that can be shared with
or mall. others in your network.
Zone tag The ability to 'mark' areas you visit and
have other people in your network be
'notified' when they pass through the
same space.
Collaboration with people they don't Avatar assist A inference-base search system that
'know auto-tags your media, profile and
current location to surface information
about people, things or trends that may
be of interest to you in the context of
your immediate environment
Collaboration with people in physical Where you at' location devices Passive presence awareness devices
geography
Collaboration with people outside their LiveCasting Live streaming of content caputured via Realtime, user designed, contextually
geography a 'life recorder' aware entertainment experiences
focus on collaboration
the project team
thought that our first
round of concept
generation including
scenario planning didn’t
pay enough heed to
collaboration so we did
a brief exploration of just
this space.
design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 

concept generation / focus on security
Insight Principles Ideas-Product
Any service or product must incorporate Virtual security Spheres
security measures Background check at initial sign-in
Insight Principles Ideas-Product
Parental log-in
Any service or product must incorporate Virtual security Spheres
Key-wordBackground check at initial sign-in
flagging
security measures
Emergency button
Parental log-in
Key-word flagging
Emergency button
Physical security Supervised meetings
Physical security Supervised meetings
Child-safety agents
Child-safety agents
Parents lounge lounge
Parents
High-school cool kids kids
High-school cool
Descriptions
Descriptions
Spheres Layers of familiarity that parents set up for 'tween that can be
Spheres Layers of familiarity that parents
turned on and off
Everyone signingup must provide personal information that allows
set up for 'tween that can be
Background check
turned on and off
network to do a simple background check
Background check Only parents can log-in to network up their 'tweens
Everyone signing for must
Parental log-in
provide personal information that
Key-word flagging When certain words are used, they are automatically flagged and
checked by allows network to do a simple
network
Button incorporated into the check that a 'tween can press if they
background system
Emergency button
Parental log-in believe they Only parents someone that to
are speaking to can log-in could cause them harm.
Network checks on the person
network for their 'tweens
Key-word meetings
Supervised flagging Space where face-to-face interaction is supported. Responsible
When certain words are used,
adults are always present
they are automatically flagged
Child-safety agents Network of adults who are certified agents that 'tweens could call
and checked by network
to help in a situation where they are uncomfortable
Emergency button Button incorporated into the
Parents lounge Adult-friendly area within a physical space where parents can
system that a 'tween can press if
focus on security accompany their kids
they believe they are speaking to
in addition, the project High school cool kids Kids who volunteer (or are paid) to be watchdogs
someone that could cause them
team felt like we had harm. Network checks on the
missed a big area of person
concern for parents by Supervised meetings Space where face-to-face
not more specifically interaction is supported.
Responsible adults are always
addressing security so we
present
explored this area as well.
Child-safety agents Network of adults who are
certified agents that 'tweens
could call to help in a situation
design synthesis .where they are kids & media . bernard, king, mcgaw, paradis, tallacksen . 
spring 2006 . uncomfortable
Parents lounge Adult-friendly area within a
physical space where parents

concept clustering / first level groupings
physical objects responding to media group development • Use GPS know, when you’ve come home, to
replay where you’ve been.
• Clothing that reveals what you’re listening to • Flash Mob Fob
• Geo-aware helmet-cam
• “Mood” gear. • TeamEngine (supports sports teams)
personalized products
• Skillz guild
capturing life digitally
• Platform for league generation • Personalized tech - celebrity, scarcity
• Avatar assist (wearable device to capture life)
• NIKE ID shoes—customized.
broadcast me celebrity
• Cheap digital charm bracelet
• Perceived Choice (Corporate Skinning)
• MeTube / Flickr Video
media responding to life
Low-end theory (cheap devices)
• Upload your own skate video (You-Tube)
• Music device based on your “moves”
• Helmet-cams (for skiers) • Low-end theory (cheap devices)
• Automatic soundtrack generated from what
• LiveCasting: Whatever you’re doing is shared
you’re doing in real life tapping tweens for public good
with thousands
media responding to physical • Altruistic/Reality-based MMPORGs
kid-produced media • Grid exploration
• Physical throw of media content to another
• Kid-produced media shows (broadcasting in a
person. rewards
box)
• Gestural recall of media. • KidCredit
• Movie Camp (a store? for birthdays?)
• Physical inputs to avatar creation (performance • Earn karma (reputation) points from other users
capture) cocreative networks as you pass them the ball
• Motion-capture gear. • Multimedia contests • Real world performance gives virtual-world credit
• Online multimedia mashups.
networked physical activities (eg: pedometer gives you points in a game)
• Massively multiplayer narrative
• Virtual square dancing, with competition and enhancing education with media
• Collaborative social networking
voting. • Commercial learning centers
• Tribute events
• Kendo in your living room with others • Companies subsidized schools (e.g. inexpensive
• DDR “zoolander” dance-off. proximity networks for communication w/ tween-centered software)
• Virtual “he shoots, he scores” • P.E. Pros (outsourced, multimedia PE for schools)
• Proximity-aware networking.
• Network play with virtual audience (that can • media sharing
• Where you at? Constant status updater so you
heckle) can let your buddies know where you are • Live sharing of media.
• Trivial pursuit frisbee • Bonjour for mobile • Vide3o serials (comics, pass-around media)
• Virtual space travel • Friend-sensing clothes
high-tech public gathering places
exercise communities & support • Group telematics
• Face-to-face local media interaction
• Telematics in sports equipment
• Support network for (physical) training • Multimedia physical centers for collaboration
• Virtual personal trainer. mapping media to geography • New high-tech movie theatres
• Shared virtual personal assistant • Zonetag—captures where you are
too general
• Submit your exercise • VideoFfitti - tagging physical locations w/ video
• Nike gear for participation
• Shoes congratulate you when you finish working • GeoBlogging
• Nike gear for contribution
out
•
design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 

concept clustering / affinity groupings
community
networked
media-reality
support for
physical media
physical activity
augmentation
physical activity
(15)
(19)
(11)
(8)
networked exercise group
physical media media
capturing life
physical communities development
responding to responding to responding to
digitally (3)
services (4)
activities (11) and support (7)
media (2) the life (2) physical (4)
communication geographic
producing media
and cocreation networks and tech products
(11)
networks (11) media (11) (4)
proximity
co-creative networks for mapping media
broadcast me kid-produced personalized low-end theory
networks (5) communication to geography (5)
celebrity (4) media (2) products (3) (1)
(6)
encouraging
shared media
good behavior
affinity groupings experiences (9)
(9)
we took all of those
first level groupings and
reduced clustered them
by affinity. this process tapping tweens enhancing high-tech public
media sharing
rewards (3) too general (2)
for public good education with gathering places
was partially formalized (2)
(2) media (4) (3)
and rigorous and partially
intuitiive based on our
prior learnings and
experience.
design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 

evaluation / point concepts Concept Evaluation Worksheet Big Questions. Rate on a scale of 1 to 9
Low Risk
(likely Ease of User Value Business S
will suc- Profit Impleme Score (scaled to (scaled to 1
No. Description Socialization Network Mobility Management Immersion Hope Expression Exercise Enchantment Security ceed) Potential ntation 100 pts) pts)
36
Weight > 1.5 1 1.5 1 1 1 1.5 2 1 2 1 2 1 121.50
1 Collaborative social networking 8 7 6 2 7 4 6 1 4 3 5 3 4 51.03 41.67
Concept Evaluation Worksheet Big Questions. Rate on a scale of 1 to 9 2 Multimedia contests 5 4 2 3 3 5 7 1 5 7 3 4 6 46.91 47.22
3 Low-end theory (cheap devices) 3 3 5 4 2 1 3 3 1 1 7 6 4 29.22 63.89
4 Multimedia physical centers for collaboration 7 3 2 1 2 3 8 3 4 8 4 5 3 49.79 47.22
Low Risk 5 Commercial learning centers 6 2 2 1 1 4 5 2 3 9 8 6 4 43.21 66.67
(likely Ease of User Value Business Score 6 Personalized tech 5 4 1 2 4 2 3 3 3 3 7 7 8 33.33 80.56
will suc- Profit Impleme Score (scaled to (scaled to 100 7 Perceived Choice (Corporate Skinning) 2 2 1 1 4 3 2 1 1 1 4 5 7 18.52 58.33
No. Description Socialization Network Mobility Management Immersion Hope Expression Exercise Enchantment Security ceed) Potential ntation 100 pts) pts) 8 Kid-produced media shows (broadcasting in a box) 5 2 3 3 5 5 8 1 4 5 8 6 7 45.27 75.00
36
Weight > 1.5 1 1.5 1 1 1 1.5 2 1 2 1 2 1 121.50
9 Altruistic/Reality-based MMPORGs 7 7 1 2 8 5 5 1 8 4 8 8 7 48.97 86.11
10 New high-tech movie theatres 2 1 1 1 7 4 1 1 9 5 3 3 8 32.92 47.22
11 Video serials (comics, pass-around media) 4 4 1 5 6 3 2 1 7 4 7 4 8 37.45 63.89
1 Collaborative social networking 8 7 6 2 7 4 6 1 4 3 5 3 4 51.03 41.67 12 Virtual space travel 3 6 2 2 7 6 3 2 8 5 7 4 5 45.27 55.56
13 Grid exploration 5 7 6 1 5 5 4 3 6 6 6 3 7 53.09 52.78
Companies subsidized schools (e.g. inexpensive w/
14 5 1 4 1 1 2 3 1 3 8 5 3 7 36.21 50.00
tween-centered software)
2 Multimedia contests 5 4 2 3 3 5 7 1 5 7 3 4 6 46.91 47.22
15 Face-to-face media interaction 6 1 3 4 5 2 4 3 5 6 4 3 9 44.86 52.78
16 Flash Mob Fob 7 6 7 1 4 1 3 5 4 2 6 6 8 45.68 72.22
17 Cheap digital charm bracelet 7 3 6 7 2 2 5 1 4 3 5 5 7 43.62 61.11
18 Avatar assist (wearable device to capture life) 5 3 7 1 2 1 3 3 2 3 4 6 5 35.80 58.33
3 Low-end theory (cheap devices) 3 3 5 4 2 1 3 3 1 1 7 6 4 29.22 63.89 19 Movie Camp (a store? for birthdays?) 7 1 1 1 5 1 7 4 6 7 4 8 6 48.15 72.22
20 MeTube / Flickr Video 3 5 3 7 4 5 7 1 5 3 9 3 9 44.03 66.67
21 VideoFfitti 7 7 9 7 3 6 9 4 4 6 6 7 7 69.55 75.00
4 Multimedia physical centers for collaboration 7 3 2 1 2 3 8 3 4 8 4 5 3 49.79 47.22
22 KidCredit 2 1 5 1 1 1 1 1 1 8 7 7 4 28.81 69.44
23 TeamEngine (supports sports teams) 8 5 3 4 3 5 3 9 3 7 8 7 8 60.08 83.33
24 P.E. Pros (outsourced, multimedia PE for schools) 5 1 4 1 2 2 1 8 1 9 7 3 9 46.09 61.11
25 Upload your own skate video (You-Tube) 5 4 2 7 4 4 5 4 3 4 6 3 9 46.09 58.33
5 Commercial learning centers 6 2 2 1 1 4 5 2 3 9 8 6 4 43.21 66.67 26 Physical inputs to avatar creation (performance capture) 6 3 1 1 2 2 5 4 4 4 5 4 6 37.86 52.78
Earn karma (reputation) points from other users as you
27 8 4 5 1 3 2 1 6 2 4 3 3 3 43.62 33.33
pass them the ball
28 Proximity-aware networking. 4 7 6 1 1 1 1 5 1 2 8 6 9 34.16 80.56
6 Personalized tech 5 4 1 2 4 2 3 3 3 3 7 7 8 33.33 80.56
29 Live sharing of media. 5 5 2 6 2 4 4 1 3 3 6 4 8 36.63 61.11
30 “Mood” gear. 6 2 4 1 3 3 5 1 3 4 5 4 8 36.63 58.33
31 Music device based on your “moves” 5 2 2 1 4 7 6 4 4 3 6 5 8 42.39 66.67
32 Motion-capture gear. 4 1 1 1 3 2 5 5 3 4 4 6 5 35.39 58.33
7 Perceived Choice (Corporate Skinning) 2 2 1 1 4 3 2 1 1 1 4 5 7 18.52 58.33 33 Virtual squaredancing, with competition and voting. 7 7 1 3 6 2 5 6 3 6 7 5 7 53.09 66.67
34 NIKE ID shoes—customized. 4 1 1 1 1 1 3 4 2 5 4 7 9 29.63 75.00
35 Online multimedia mashups. 3 6 2 4 5 5 6 1 5 5 6 4 9 44.03 63.89
8 Kid-produced media shows (broadcasting in a box) 5 2 3 3 5 5 8 1 4 5 8 6 7 45.27 75.00
36 Skillz guild. 5 4 2 1 4 2 4 2 1 3 4 2 8 31.69 44.44
37 Group telematics 6 7 4 1 6 3 1 5 1 5 4 3 6 44.86 44.44
38 Physical throw of media content to another person. 6 4 5 6 1 3 3 2 2 3 4 3 7 38.68 47.22
39 Gestural recall of media. 2 1 2 8 2 3 1 2 1 3 3 3 4 26.75 36.11
9 Altruistic/Reality-based MMPORGs 7 7 1 2 8 5 5 1 8 4 8 8 7 48.97 86.11 40 GeoBlogging 4 6 5 3 3 1 4 5 3 2 7 4 8 40.74 63.89
LiveCasting: Whatever you’re doing is shared with
41 6 7 6 3 4 2 6 3 3 1 6 4 6 44.44 55.56
thousands
42 Networked 5 8 4 2 3 5 4 3 4 3 8 2 8 44.03 55.56
Where you at? Constant status updater so you can let
10 New high-tech movie theatres 2 1 1 1 7 4 1 1 9 5 3 3 8 32.92 47.22
43 6 5 7 1 3 3 3 5 2 4 6 6 9 46.09 75.00
your buddies know where you are
44 Telematics in sports equipment 3 4 4 1 2 1 2 5 1 6 8 5 8 36.63 72.22
45 Platform for league generation 4 4 2 4 1 1 3 6 1 4 8 8 8 36.63 88.89
46 Shared virtual personal assistant 2 3 1 5 1 1 1 1 3 3 3 4 8 22.22 52.78
11 Video serials (comics, pass-around media) 4 4 1 5 6 3 2 1 7 4 7 4 8 37.45 63.89 47 Support network for training 2 1 1 4 1 1 2 5 1 3 5 6 8 25.93 69.44
48 Zonetag—captures where you are 4 2 5 3 2 1 3 4 2 1 5 3 8 31.28 52.78
Use GPS know, when you’ve come home, to replay
49 2 2 2 5 2 2 2 3 1 6 4 4 8 32.10 55.56
where you’ve been.
12 Virtual space travel 3 6 2 2 7 6 3 2 8 5 7 4 5 45.27 55.56
50 Virtual personal trainer. 1 2 1 1 3 1 1 6 1 3 5 6 8 25.10 69.44
51 Helmet-cams (for skiers) 4 2 6 3 2 2 4 5 2 4 6 3 7 41.15 52.78
52 Kendo in your living room with others 5 5 2 2 4 1 4 6 5 3 4 4 5 42.39 47.22
53 Geo-aware helmet-cam 1 3 6 3 2 1 4 5 2 4 6 3 6 37.45 50.00
13 Grid exploration 5 7 6 1 5 5 4 3 6 6 6 3 7 53.09 52.78 Real world performance gives virtual-world credit (eg:
54 3 4 4 2 2 1 4 6 3 4 3 3 4 39.92 36.11
pedometer gives you points in a game)
55 Nike gear for contribution 1 1 3 1 1 1 1 5 1 5 7 4 8 26.75 63.89
56 Bonjour for mobile 4 6 7 3 2 3 3 2 3 2 8 3 9 37.86 63.89
Companies subsidized schools (e.g. inexpensive w/
14 5 1 4 1 1 2 3 1 3 8 5 3 7 36.21 50.00
57 Nike gear for participation 4 2 3 1 1 3 1 5 1 4 7 3 8 31.28 58.33
tween-centered software) Automatic soundtrack generated from what you’re doing
58 5 2 2 3 4 8 5 3 5 4 5 5 5 44.44 55.56
in real life
59 Shoes congratulate you when you finish working out 1 1 3 1 1 2 1 4 1 5 3 2 9 25.93 44.44
evaluation of
60 Clothing that reveals what you’re listening to 4 3 3 3 3 1 5 1 3 3 4 4 6 32.10 50.00
15 Face-to-face media interaction 6 1 3 4 5 2 4 3 5 6 4 3 9 44.86 52.78 61 Trivial pursuit frisbee 5 1 4 1 4 1 1 6 2 4 7 7 7 36.21 77.78
point Mob Fob
concepts
62 Friend-sensing clothes 7 5 6 1 3 3 3 1 1 4 4 5 7 38.68 58.33
63 Submit your exercise 3 3 2 1 2 1 5 5 1 5 4 2 8 35.39 44.44
16 Flash 7 6 7 1 4 1 3 5 4 2 6 6 8 45.68 72.22
64 DDR “zoolander” dance-off. 7 5 2 2 4 3 8 7 3 5 8 4 9 54.73 69.44
we scored each of the 68 65 Network play with virtual audience (that can heckle) 5 6 3 1 5 1 6 1 4 3 7 4 8 37.86 63.89
66 Tribute events 5 4 1 1 5 5 3 1 6 5 7 7 8 38.27 80.56
point concepts we had
67 Massively multiplayer narrative 5 7 3 3 7 3 9 1 9 3 5 6 7 51.44 66.67
17 Cheap digital charm bracelet 7 3 6 7 2 2 5 1 4 3 5 5 7 43.62 61.11 68 Virtual “he shoots, he scores”—kinda lick 3 2 4 1 2 4 1 3 2 2 4 2 5 27.16 36.11
generated againstcapture life) both
18 Avatar assist (wearable device to 5 3 7 1 2 1 3 3 2 3 4 6 5 35.80 58.33
user and business value
andMovie Camp (a store? for birthdays?)
scaled each score to
19 7 1 1 1 5 1 7 4 6 7 4 8 6 48.15 72.22
100MeTube /easy comparison.
for Flickr Video
20 3 5 3 7 4 5 7 1 5 3 9 3 9 44.03 66.67
21 VideoFfitti 7 7 9 7 3 6 9 4 4 6 6 7 7 69.55 75.00
kids4 & media . bernard, king, mcgaw, paradis, tallacksen . 
design synthesis . spring 2006 . 7
22 KidCredit 2 1 5 1 1 1 1 1 1 8 7 28.81 69.44
23 TeamEngine (supports sports teams) 8 5 3 4 3 5 3 9 3 7 8 7 8 60.08 83.33

evaluation / point concepts mapped
Concept Viability
Business Value
concept mapping
taking these scores,
we mapped each point
concept in terms of
viability based on user
and business value. we
thought this might give
us some idea of where
to start creating our
User Value
systems.
design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 

system DNA / creative.collective
Concept Viability
Business Value
MotionGrabz
Multimedia contests
Social Network
creative.collective
we took a suite of
point concepts that fit
well together to create
systems level concepts.
we dubbed this the
system “DNA” and
generated three separate
system level concepts.
this particular DNA
represents a concept
known as creative
User Value
collective.
design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 

system concept / creative.collective
creative.collective
creative.collective creative.collective
aa
aa
creative.collective
is a virtual and physical
space aimed at tweens create & edit upload your your media is media is MTV hands out
- teens built by MTV your media at media to the peer reviewed available in awards to the
Viacom Group. The home or in c ’s c network. like American various media best rated.
 
venture looks to capitalize studio space. Idol with a formats.
heavy dose
on tween’s growing savy
of social
with media creation
networking.
combined with social
networking and self-
celebrity trends.
design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 

concept evaluation / nike leaguemaster
Concept Viability
Business Value
leaguemaster
we took a suite of
point concepts that fit
well together to create
systems level concepts.
we dubbed this the
system “DNA” and
generated three separate
system level concepts.
this second concept was
User Value
called leaguemaster.
design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 0

system concept / nike leaguemaster
leaguemaster leaguemaster
competition social networking media enabling personalizing
management
• social filtering: private, • build “your” team and • NikeID driven uniforms,
leaguemaster family, friend type, public league site shoes and other gear
• creation of “leagues”
• karma points for • livecasting from events (see above left)
• frameworkes for
leaguemaster
involvement and getting via phone or Wi-Fi • “skinning” for team and
many kinds of athletic
is an online venture
well rated • video, audio, photos, league site
competitions
run by Nike to enable • allows for quick “pick- blogging, etc. • pick a famous athelete
• “season” scheduling
league management and up game” activities • hooked up with ESPN or star to message you
assistant, calendars, etc.
development. Tweens • allows for finding broadcaster school
• build & share your own
others with similar • tutorials showing how
competition “framework”
would be the lowest age
interests to use the tools
group to be targeted and
offerings would support
social networking in the
real and virtual world.
design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 1

concept evaluation / massively multiplayer narrative
Concept Viability
Business Value
Multimedia Center
Social Network
SweatPoints
mmn
we took a suite of
point concepts that fit
well together to create
systems level concepts.
we dubbed this the
system “DNA” and
generated three separate
system level concepts.
this third concept became
known as massively
User Value
multiplayer narrative.
design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 

system concept / massively multiplayer live
play now!
capture content in
the real world... interact with your, others
and PBS content online...
consume content
sign up to play... on PBS, via the
learn about the world in web and iPod
the process...
MML
is produced by LucasArts
for PBS to both entertain
and teach tweens about
real world issues. By
developing role playing
games, parts of which
occur both online and
in real life, it offers a
compelling and active
eductional experience.
design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 

creative.collective
design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 

creative.collective / one concept developed
future
past
creative.collective will provide t(w)eens who
T(w)eens live in a media
have Hollywood aspirations with compelling
saturated society, yet
and integrated experiences, both virtual and
too many of the options
real-world, inspiring them to:
available to them are
passive experiences.
learn.create.share
and author the next-generation of media.
design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 

creative.collective / one concept developed
future
past
Browsers Browsers=Learners=Contributors
Learners
Contributors
Stars
Stars
design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 

creative.collective / creative.cafe
creative.collective
creative.cafe
is a physical space aimed
at tweens - teens built
by Apple Computer &
Disney. These would be
expansions of current
and future flagship Apple
stores and would only
exist in major cities.
The cafe would feature
classes, snacks and
physical networking.
design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 

creative.collective / creative.virtual
my.page
creative.collective
top rated videos top stars genres
best actors
best animators
best directors
best musicians
musicians
creative.virtual
is a virtual space where
tweens can publish
and browse videos and
animations. Creation
tools and tutorials,
celebrity-hosted events,
social networking and
peer reviews keep the
space lively, engaging
and valuable to content
creators and viewers.
design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 

creative.collective / creative.idol
creative.collective creative.collective
aa
aa
create & edit your upload your your media is media is Apple and Disney
media at home media to the peer and expert available in hand out awards
or in c ’s studio c network on reviewed like various media to the best rated.
 
space within Quicktime.com. American Idol with formats through
Select Apple a heavy dose Quicktime.com
stores. of social and ABC.
networking. you
also review other’s
contributions.
creative.idol
is a process for
recognizing t(w)een
content creators. Expert
judges combine opinions
with users to rate and
award selections in
various cateogories in
multiple medias: music,
drama, comedy, sport
clip, best director, editor,
actor, etc.
design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 

creative.collective / a multiview roadmap
Long Term
Beachhead Near Term Mid Term
Viral Launch Early Adopters Pop Culture Phenomenon
Program Development
Program Refinement
Classes Network
Cable Awards Reality Show Theme Park
Curriculum development Online Training
Online Debut
Show Launch Development “Movie Camp”
Online Editing Tools
Tutorials Online
Website Content Managemnet & Filters
Online Editing Tools
Launch
Sign Lonely Island
or other youth communicators
Studio-in-a-Box Home Digital Studio
Co-branded movie gear
Product
Begin Program Development
Launches
Begin Technology Development
Begin Begin
Research & Location
Brick & Mortar
New Market Scouting
Location Launch
Planning & Design
Marketing
& Media
a multiview roadmap
our project team Pop-up locations
considered a suite of
implementation variables
in building a roadmap Stores in major cities; Disney locations
Smoothies & food products
for creative.collective.
included in this roadmap,
we list product and
Outreach to Media Schools (for staff); other educators for student partnerships
feature elements above
with human resources
Human Resources Celebrity Reps Production Store Staff
and systems capabilities Educators Online Managers Staff Trainers
below. this plan would Store Design
Systems Real Estate Manufacturing, Media Managers
obviously be flexible and IT Fulfillment
highly dependent on
Apple’s goals.
design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 0

haveagoodsummer
design synthesis . spring 2006 . kids & media . bernard, king, mcgaw, paradis, tallacksen . 1