GURU is a service that helps teenagers discover and grow creative interests and learn about the vast array of creative careers with the help of industry professionals. GURU has two components—a website and a browser widget. The browser widget recommends careers and professions to teens, based on the content that they are viewing. On the website, teens can explore day-in-the-life stories and other content posted by professionals, ask questions of professionals, and share their interests with friends. GURU is based on an advertising model and is free to both teens and professionals.

2. PAINTING PHOTOGRAPHY
FILM
MUSIC
WRITING
THEATER

3. arts administration industrial design
illustration curation advertising graphic design
PAINTING makeup art typography PHOTOGRAPHY
foley art
game design
animation interaction design
FILM cinematography
set design lighting design music composition
CGI art MUSIC
journalism screenwriting
WRITINGimprov costume design
choreography
sound engineering
playwriting fashion design
THEATER

4. arts administration industrial design
illustration curation advertising graphic design
PAINTING PHOTOGRAPHY
LAUSD is eliminating 50% foley art
makeup art arttypography in 2011...
game design of its teachers
animation FILM interaction design cinematography
set design lighting design music composition
CGI art MUSIC
screenwriting
journalism
WRITINGimprov costume design
choreography
sound engineering
playwriting fashion design
THEATER
Education Through Music. “District Plans to Eliminate Existing Arts Education in Elementary Schools by 2012; 6 Ways You Can Help”. http://www.etmla.org/news_and_events/news/6_ways_to_help_save_music_the_arts_in_schools

5. arts administration industrial design
illustration curation advertising graphic design
PAINTING makeup art typography PHOTOGRAPHY
...and the remaining 50% in 2012.
foley art
game design
animation interaction design
FILM cinematography
set design lighting design music composition
CGI art MUSIC
journalism screenwriting
WRITINGimprov costume design
choreography
sound engineering
playwriting fashion design
THEATER
Education Through Music. “District Plans to Eliminate Existing Arts Education in Elementary Schools by 2012; 6 Ways You Can Help”. http://www.etmla.org/news_and_events/news/6_ways_to_help_save_music_the_arts_in_schools

6. TO CONNECT, EXPOSE, & INSPIRE
Microsoft Design Challenge
Graduate Studio II
Carnegie Mellon University
07.12.10
Aliya Baptista
Sarah Calandro
Stephanie Meier
Eric Spaulding
Cheryl Templeton

7. Our Solution
Aliya Baptista . Sarah Calandro . Stephanie Meier . Eric Spaulding . Cheryl Templeton . Carnegie Mellon University ‘10 . Microsoft Design Expo 1

8. “We don’t have the resources
for teens to learn about
different creative arts.”
-Teacher at Langley high school
surveys
Explore interviews
affinity diagramming
Aliya Baptista . Sarah Calandro . Stephanie Meier . Eric Spaulding . Cheryl Templeton . Carnegie Mellon University ‘10 . Microsoft Design Expo

9. “I love movies but I don’t
want to be an actress. I wish
there was a class that told
me about all the other jobs I
could have in movies.”
-Teenager from the Ellis School
Generate madlibs
make tools
Aliya Baptista . Sarah Calandro . Stephanie Meier . Eric Spaulding . Cheryl Templeton . Carnegie Mellon University ‘10 . Microsoft Design Expo

10. Design Implications:
> Personalized content
Aliya Baptista . Sarah Calandro . Stephanie Meier . Eric Spaulding . Cheryl Templeton . Carnegie Mellon University ‘10 . Microsoft Design Expo

11. Design Implications:
> Personalized content
> Low effort for professionals
Aliya Baptista . Sarah Calandro . Stephanie Meier . Eric Spaulding . Cheryl Templeton . Carnegie Mellon University ‘10 . Microsoft Design Expo

12. Design Implications:
> Personalized content
> Low effort for professionals
> Existing social networks
Aliya Baptista . Sarah Calandro . Stephanie Meier . Eric Spaulding . Cheryl Templeton . Carnegie Mellon University ‘10 . Microsoft Design Expo

13. Design Implications:
> Personalized content
> Low effort for professionals
> Existing social networks
> Parental buy-in
Aliya Baptista . Sarah Calandro . Stephanie Meier . Eric Spaulding . Cheryl Templeton . Carnegie Mellon University ‘10 . Microsoft Design Expo

14. What is
TO CONNECT, EXPOSE, & INSPIRE
?
Aliya Baptista . Sarah Calandro . Stephanie Meier . Eric Spaulding . Cheryl Templeton . Carnegie Mellon University ‘10 . Microsoft Design Expo

15. Browser sidebar
Aliya Baptista . Sarah Calandro . Stephanie Meier . Eric Spaulding . Cheryl Templeton . Carnegie Mellon University ‘10 . Microsoft Design Expo

16. Browser sidebar Website
Aliya Baptista . Sarah Calandro . Stephanie Meier . Eric Spaulding . Cheryl Templeton . Carnegie Mellon University ‘10 . Microsoft Design Expo

17. “I want to share my stuff
and see what my friends
are collecting.”
-Teenager from the Ellis School
Evaluate rapid prototyping
think aloud protocol
Aliya Baptista . Sarah Calandro . Stephanie Meier . Eric Spaulding . Cheryl Templeton . Carnegie Mellon University ‘10 . Microsoft Design Expo

18. Teen Network: current state
Teens’ primary
information Information
networks networks teens
need access to
Parents
Universities
Media
Cultural
Institutions
Teachers Teenagers
Professionals
Peers
Creative
Guidance Companies
Counselors
Aliya Baptista . Sarah Calandro . Stephanie Meier . Eric Spaulding . Cheryl Templeton . Carnegie Mellon University ‘10 . Microsoft Design Expo

19. Teen Network: future state
Teens’ primary
information Teens are now
networks connected
Parents
Professionals
Media
Creative
Companies
Teachers Teenagers
Universities
Peers
Cultural
Guidance Institutions
Counselors
Nielson Report, “How Teens Use Media,” June 2009.
Aliya Baptista . Sarah Calandro . Stephanie Meier . Eric Spaulding . Cheryl Templeton . Carnegie Mellon University ‘10 . Microsoft Design Expo

20. Teen Network: future state
Teens’ primary
information Teens are now
networks connected
Parents
Professionals
Media
Creative
Companies
Teachers Teenagers
Universities
Peers
Cultural
Guidance Institutions
Counselors
Aliya Baptista . Sarah Calandro . Stephanie Meier . Eric Spaulding . Cheryl Templeton . Carnegie Mellon University ‘10 . Microsoft Design Expo

21. Teen Network: future state
Teens’ primary
information Teens are now
networks connected
Parents
Professionals
Media
Creative
Companies
Teachers Teenagers
Universities
Peers
Cultural
Guidance Institutions
Counselors
Aliya Baptista . Sarah Calandro . Stephanie Meier . Eric Spaulding . Cheryl Templeton . Carnegie Mellon University ‘10 . Microsoft Design Expo

22. Teen Network: future state
Teens’ primary
information Teens are now
networks connected
Parents
Professionals
Media
Creative
Companies
Teachers Teenagers
Universities
Peers
Cultural
Guidance Institutions
Counselors
Aliya Baptista . Sarah Calandro . Stephanie Meier . Eric Spaulding . Cheryl Templeton . Carnegie Mellon University ‘10 . Microsoft Design Expo

23. Teen Network: future state
Teens’ primary
information Teens are now
networks connected
Parents
Professionals
Media
Creative
Companies
Teachers Teenagers
Universities
Peers
Cultural
Guidance Institutions
Counselors
Aliya Baptista . Sarah Calandro . Stephanie Meier . Eric Spaulding . Cheryl Templeton . Carnegie Mellon University ‘10 . Microsoft Design Expo

24. Teen Network: future state
Teens’ primary
information Teens are now
networks connected
Parents
Professionals
Media
Creative
Companies
Teachers Teenagers
Universities
Peers
Cultural
Guidance Institutions
Counselors
Aliya Baptista . Sarah Calandro . Stephanie Meier . Eric Spaulding . Cheryl Templeton . Carnegie Mellon University ‘10 . Microsoft Design Expo

25. More than half of teens look
to online social networks for
advice and support.
Nielson Report, “How Teens Use Media,” June 2009.
Aliya Baptista . Sarah Calandro . Stephanie Meier . Eric Spaulding . Cheryl Templeton . Carnegie Mellon University ‘10 . Microsoft Design Expo

26. Christina 17 year old GURU user
interested in Film
Aliya Baptista . Sarah Calandro . Stephanie Meier . Eric Spaulding . Cheryl Templeton . Carnegie Mellon University ‘10 . Microsoft Design Expo

27. Aliya Baptista . Sarah Calandro . Stephanie Meier . Eric Spaulding . Cheryl Templeton . Carnegie Mellon University ‘10 . Microsoft Design Expo

28. Christina’s Journey: phases of GURU
cin e m
atography
fine a
rt
illustration
MOTION GRAPH
photography
nimatio
n ICS
stop-motion a
FILM
time
Unaware Immersed Focused
Aliya Baptista . Sarah Calandro . Stephanie Meier . Eric Spaulding . Cheryl Templeton . Carnegie Mellon University ‘10 . Microsoft Design Expo

29. How Guru Works
1. Content is posted 2. Content is published 3. Relevant content
to media sites or to professional profile is recommended
browser sidebar
professional teen
CONTENT SHARING PROFESSIONAL TEEN BROWSER SIDEBAR
PLATFORMS PROFILE PAGE & PROFILE PAGE
Aliya Baptista . Sarah Calandro . Stephanie Meier . Eric Spaulding . Cheryl Templeton . Carnegie Mellon University ‘10 . Microsoft Design Expo

30. How Guru Works
1. Content is posted 2. Content is published 3. Relevant content
to media sites or to professional profile is recommended
browser sidebar
professional teen
CONTENT SHARING PROFESSIONAL TEEN BROWSER SIDEBAR
PLATFORMS PROFILE PAGE & PROFILE PAGE
Aliya Baptista . Sarah Calandro . Stephanie Meier . Eric Spaulding . Cheryl Templeton . Carnegie Mellon University ‘10 . Microsoft Design Expo

31. How Guru Works
1. Content is posted 2. Content is published 3. Relevant content
to media sites or to professional profile is recommended
browser sidebar
professional teen
CONTENT SHARING PROFESSIONAL TEEN BROWSER SIDEBAR
PLATFORMS PROFILE PAGE & PROFILE PAGE
Aliya Baptista . Sarah Calandro . Stephanie Meier . Eric Spaulding . Cheryl Templeton . Carnegie Mellon University ‘10 . Microsoft Design Expo

32. Professional Profile Page
Aliya Baptista . Sarah Calandro . Stephanie Meier . Eric Spaulding . Cheryl Templeton . Carnegie Mellon University ‘10 . Microsoft Design Expo

33. Professional Profile Page
Static Content
Aliya Baptista . Sarah Calandro . Stephanie Meier . Eric Spaulding . Cheryl Templeton . Carnegie Mellon University ‘10 . Microsoft Design Expo

34. Professional Profile Page
Active Content
Aliya Baptista . Sarah Calandro . Stephanie Meier . Eric Spaulding . Cheryl Templeton . Carnegie Mellon University ‘10 . Microsoft Design Expo

35. Professional Profile Page
Collect
Aliya Baptista . Sarah Calandro . Stephanie Meier . Eric Spaulding . Cheryl Templeton . Carnegie Mellon University ‘10 . Microsoft Design Expo

36. Professional Profile Page
Message Board
Aliya Baptista . Sarah Calandro . Stephanie Meier . Eric Spaulding . Cheryl Templeton . Carnegie Mellon University ‘10 . Microsoft Design Expo

37. Teenager Profile Page
Aliya Baptista . Sarah Calandro . Stephanie Meier . Eric Spaulding . Cheryl Templeton . Carnegie Mellon University ‘10 . Microsoft Design Expo

38. Teenager Profile Page
Collections
Aliya Baptista . Sarah Calandro . Stephanie Meier . Eric Spaulding . Cheryl Templeton . Carnegie Mellon University ‘10 . Microsoft Design Expo

39. Teenager Profile Page
Map view
Aliya Baptista . Sarah Calandro . Stephanie Meier . Eric Spaulding . Cheryl Templeton . Carnegie Mellon University ‘10 . Microsoft Design Expo

40. Competitive Analysis
Access to Range & Depth Low Barrier Teen-Focused Career
Professionals of Arts Careers to Entry Opportunities
GURU
Family
Guidance Counselor
Career Assesment Sites
Aliya Baptista . Sarah Calandro . Stephanie Meier . Eric Spaulding . Cheryl Templeton . Carnegie Mellon University ‘10 . Microsoft Design Expo

41. Service Provider Model
Advertising Parents
Branded $$$ Free Service
Pages Service Provider Teens
Company
Teachers
Pages
Professionals
Operational Costs:
operational costs
Source professionals
Provide the platform
Source advertising
Legal/IP logistics
Content mgmt. team
Technical support
Aliya Baptista . Sarah Calandro . Stephanie Meier . Eric Spaulding . Cheryl Templeton . Carnegie Mellon University ‘10 . Microsoft Design Expo

42. organic inorganic
physical
biomedical
bio- CHEMISTRY nuclear environmental
industrial physical mechanical chemical genetic
petroleum computer
aeronautical
electrical
civil
ENGINEERING forensic
molecular
metalurigical audio
marine zoology optical atomic
plant BIOLOGY quantum
evolutionary micro particle
PHYSICS astro
molecular
Aliya Baptista . Sarah Calandro . Stephanie Meier . Eric Spaulding . Cheryl Templeton . Carnegie Mellon University ‘10 . Microsoft Design Expo

43. PERFORMING
ARTS
WRITING FINE ARTS
Chase Iverson
motion graphic artist
FILM
Christina Anna
Julie Max
Jim Castro
cinematographer
Mark Johnson
interaction designer
Tess
PHOTOGRAPHY
DESIGN
Aliya Baptista . Sarah Calandro . Stephanie Meier . Eric Spaulding . Cheryl Templeton . Carnegie Mellon University ‘10 . Microsoft Design Expo

44. TO CONNECT, EXPOSE, & INSPIRE
Thank you
Aliya Baptista . Sarah Calandro . Stephanie Meier . Eric Spaulding . Cheryl Templeton . Carnegie Mellon University ‘10 . Microsoft Design Expo