This is a project developed for Love Therapy's brand extension collaboration with Koblalt Entertainment. The brief was to create a product, service or combination which will keep the values of Love Therapy while using Kobalt Entertainments experience. Draw me a Story was designed for creating an interactive storytelling experience for children by combining animation and traditional sketching activities children engage in. It is a storytelling sketchbook for children aged 3-8. It's stories can be extended with the application which can recognize the kid's drawing by image recognition and show the related animation for that page.

1. WORKSHOP 4
PROJECT LEADERS
Paolo Lorini , Ivan Pedri
PROJECT ASSISTANT
Nima Gazestani
MASTER IN PRODUCT DESIGN (MPD)
Dong Jin Ahn, Chih-Lung Yeh, Maissa Naim, Katayoun Pisheh
MASTER IN INTERACTION DESIGN (MID)
Eray Alan, Prateek Solanki

2. ABSTRACT
Creating an interactive storytelling experience
for children by combining animation and
traditional activities children engage in.
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3. RESEARCH
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4. TREND IN ACTIVITIES
DONE REGULARLY BY KIDS OF AGE 0 TO 12
14% 18% 29%
13% 16% 30%
14% 28% 46%
18% 26% 40%
Read ebooks on
eReader
Read ebooks on
tablet
Play games on
tablet
Watch streaming
video
Fall 11
Fall 12
Fall 13
Nielsen’s Children’s Deep-Dive US, 2011-2013
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5. WHERE DO THEY BUY BOOKS?
BOOKSTORE
WHO RECOMMENDED?
AMAZON
30 %
FAMILY & FRIENDS
26 %
20 %
TEACHER
20 %
WHY DO THEY BUY BOOKS?
FAMILIAR CHARACTER
KIDS ASK IN THE STORE
ATTRACTIVE BOOK
33 %
27 %
23 %
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6. EBOOK OR PRINTED BOOKS?
WHY PRINTED BOOKS?
Reading a
print helps
them to focus
Prefer the
look and feel
of print book
69% 34%
7%
Less
distraction
from
other content
They read more
They already
have enough
technology
in their life
PRINTED
NO
EBOOK
BOOK PREFERENCE
5

7. COMPETITOR ANALYSIS
6

8. TARGET AUDIENCE
7

9. TARGET NEEDS
8

10. PERSONAS
9

11. CONCEPT
10

12. 11

13. AT THE OFFICE
Catarine is working at office during the day
and it’s lunch time now.
She finds a downloadable activity page on the
Love Therapy Facebook page and thinks that
Mark might like colouring it.
She prints out the page to give to Mark when
she reaches home later, while she makes dinner.
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14. SAME DAY, AT HOME
On reaching home she gives the print out to
her son and he starts colouring it in. She begins
to make dinner.
After dinner, Mark has coloured the print out,
now they scan the QR Code to download the
app.
On taking the picture of the drawing on the
app, the drawing comes to life and Mark really
enjoys the trailer.
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15. THE NEXT DAY, AT THE BOOKSTORE
The next day, Catarine and Mark go to the
bookstore to buy the Activity Book.
Mark quickly starts coluring it and completing
some of the activities in the book.
He brings the book to Catarine, who opens the
app and captures the drawings Mark has made.
The application recognizes the image and
magically the drawing made by Mark come to
life. Both Catarine and Mark now enjoy the
experience of the story.
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16. CONCEPT DEMONSTARTION
15

17. EXPERIENCE MAP
16

18. CONCEPT DEVELOPMENT
17

19. STORIES
18

20. APP INTERFACE
19

21. 20

22. 21

23. 22

24. 23

25. ENABLING TECHNOLOGIES
FREE ON THEIR PLATFORM BUT PAY
PER CLICK FOR EMBEDDING
FREE TO DEVELOP AND EMBED INTO
YOUR APPLICATION
SUPPORTS GPS
NO GPS SUPPORT
LESS STABILITY
SOLID PLATFORM
LESS DEVELOPERS WORKING ON
PLATFORM
LARGER DEVELOPER COMMUNITY
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26. BUSINESS PLAN
25

27. PROJECT TIMELINE
26

28. LAUNCH & MARKETING
FACEBOOK PRINT OUTS
POSTCARDS IN SUPERMARKET
GIVEAWAYS IN SCHOOL
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29. DISTRIBUTION CHANNELS
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30. POINT OF SALE
A kiosk made for a point of sale in a children’s bookstore. It is made from flat
pieces of cardboard assembled together.
The consumer can interact with the board and sample a part of the app from
here.
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31. COST ANALYSIS
Retail Price = Avarage Sketchbook Price in Market + 0,99 (Representing App) = 7 Euro
Wholesale price= 7 x 0,6 (Accepted margin in Book Retailers) = 4.5 Euro
Sales (€)
Total Budget: 55,000 Euro
Fixed Costs: 47,500 Euro
Variable cost 0.5 Euro
Income
53,437
Costs
47,500
11,875
Units
30

32. VALUE & POTENTIAL
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33. TOYS
TV SHOWS
Children can take characters from
the book and create their own
compositions within the app which
they can use for colouring or can be
integrated into a game.
CHILDREN’S
STATIONERY
32

34. GRAZIE