[1] Problem Statement: We identifed a problem and asked ourselves, "Why?" to 5 levels to determine the root of the issue.
[2] Creative Brief: A list of expectations was generated from the perspetives of each party involved within the micro trend to determine their needs.
[3] Initial Form Visualizations: Analyzing the needs of our target audience, we brainstormed what kind of services could be offered.
[4] Journey Framework: Analysis of the possible interactions between the target audience and their surrounding environment.
[5] Trendboards: After select interviews, we visually mapped out each person's backgrounds and values. This was in order to gain a deeper understanding of our target audience in various age groups: 18-25, 26-39, and 40-59. Click on the image to enlarge and interact with the data.
[6] Mock-Up: Our end product was a mock-up website advertising services that catered to physically active tourists.

This project required us to identify a microtrend and develop it into something tangible, if it transformed into a macrotrend. A microtrend is something that people are starting to become interested in, but it has yet not been widely accepted in the mainstream. We found a phenomenon developing in Europe known as site jogging, where tourists hire tourguides who jog with them and show them scenic routes through the country. We created a mock website that would showcase what services we would provide if this was established in Vancouver, and how we could further develop this idea into a service that could meet the needs of various age groups. This included researching people who could be potential customers, as well as mapping what their desires could be for such a service. We labeled our service "Globejogging" as a pun on "globe trotting."