Submitted as part of coursework at MICA, India. All rights reserved.

1. Information Architecture,
User Experience & Design
Abhigyan Anand (004), Aparna N (019), Ayushi Mona (024), Sanjana Jain (066) | Section A | MICA
Assignment Brief:
Create an App to engage MICA’s alumni.
Nature of benefit we want to provide:
Tangible, functional benefits for alumni in the form of ​career oriented engagement​.
Why transactional and not emotional benefit?
While emotional benefits help Alumni to strongly associate with the institution, the joys from
emotional association such as hostels, committees and classes are fleeting. Also, these emotional
benefits can be more strongly asserted through administration led events such as Homecomings.
The primary objective for students to join MICA is to experience personal and professional growth
topped off with a good placement. However, failing to engage Alumni postgraduates leads to:
- Less benefit for the institution
- Less benefit for the alumnus themselves which then has a domino effect on the institution
Challenges:
- Fragmentation of communication channels - Facebook, WhatsApp, LinkedIn, Twitter,
Instagram, Micamail, Gmail
- Diversity of Alumni network - from young alumni looking for jobs to older alumni seeking
funding opportunities
- Retention - Alumnus are more likely to keep something that benefits them
Insight:
Once MICAns leave the institute, their interest is oriented in the professional sphere and personal
growth. They are unaffected by the happenings of the institute (such as committees, faculty, courses)
and are driven to extract maximum personal benefit for themselves and network. Secondly, MICAns
currently do not have an official fraternity which limits their interpersonal interactions in non MICAn
industries especially.
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2. User Journey:
Meet Ayesha, a MICAn of CCC batch 2013, she’s been working as an Art Director for Ogilvy & Mather.
Bored of the Advertising industry in general, she wants to move to the more buzzing world of
media. She’d like to switch to art direction (Production) for movie studios. However, this will
require building different skill sets and leveraging contacts in a chaotic industry.
She can now move onto the MICA Alumni App for the following:
- Searching for alumni working in movie production or studios
- Searching for job openings
- Seeking career advice/mentorship
- Soliciting feedback on job switch
- Checking reviews of work at studios she’s interested in
Introducing “MICA Alumni App”:
Our App focuses on the following:
1. Login:​ For alumni, log in using email (micamail.in, gmail.com, LinkedIn). In case of LinkedIn,
the data will be imported into their profile page.
2. Event: ​Allows MICA and Alumni to host, invite and share a range of events - from formal
Homecomings to Batch Reunions to Webinars and self - initiated city meets (such as Dubai
Chapter Meet or Bangalore Chapter Meet).
3. Personal: ​A non admin zone where macro (Batch group) and micro chats (Research
Analysts) can be made for Alumni to informally talk among their batchmates including
Direct Message and notifications (akin to an alumni wall).
4. Social: ​This is the section which bridges the gap between personal conversations and
professional section wherein alumni can seek advice, request for a meet, seek funding,
donations and news.
5. Professional: ​Professional networks exist such as LinkedIn are too generic. The
professional section is our USP and has a universal search function where you can search
people by industry, qualifications, title, profile, industry, company and sector. You can also
see company reviews, job openings and mentorship.
6. MICAns nearby: ​An on - the - go function to seek MICAns nearby to arrange a meet or a
professional discussion.
7. Store: ​A Merchandise store for Alumni to order all things MICAn (pertaining to their Batch
and other Alumni material from laptop stickers to diaries to shirts).
8. A currency system: MICAns get points for helping other MICAns and Admin, posting
jobs, giving feedback etc. These points can be redeemed for offers (discounts at buffet
at Marriott, discounts on merchandise etc.)
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3. App Mock - Ups:
Screen 1 -
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4. Screen 2 -
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5. Screen 3 -
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