DESIGN BRIEF // 01-10-2020

Client: Carlijn Geluk

Project: The Impact Expedition

Date issued: October 2020

Student: Amber Klijn

Team: 13

 

Background

The Impact Expedition (2019) is founded by Carlijn Geluk, Alumna of the master Imagineering from the Breda University of Applied Sciences. Carlijn wishes to transform the way we travel; not to go somewhere to just take resources and leave a footprint, but go somewhere to learn, to create impact, and leave positive energy behind. The Impact Expedition does this by embodying Imagineering, which means seeking meaningful connections, support co-creation with local communities, embracing authentic selves, and unite the people who dare to dream the world with different eyes and contribute their unique traits to enrich the lives of everyone involved. Beyond the expeditions, supporting each other will be continued to encourage spiritual and personal growth and find your own purpose.

Finding your purpose is not a mathematical equation you can solve; you have to listen to your heart and your intuition. Paying full attention to every moment and be present, will lead to growth and development in the direction of your purpose. The Impact Expedition wants to help people to see and feel the transformations that can happen when you are aligned with your values, talents, and purpose. Together explore what steps to take in order to challenge the status quo and make a sustainable impact in your life and the lives of others. The impact Expedition will inspire you and take you on an adventure (The impact Expedition, 2019).

Challenge

At this point The Impact Expedition has organized only one expedition, namely the Expedition to Nepal in March 2020. Until now, the main focus has been on that. However, The Impact Expedition is also experiencing the consequences of COVID-19; the second expedition planned to Nepal in March 2021 has been canceled. Now the question is: How to create environments with people dare to explore and embrace their authenticity (closer to home)? As Carlijn sees it, the recipe (Nepal) has disappeared, but the ingredients are there. But what are those ingredients and what are we going to do with them? It is important to map the strengths, the underlying principles, the dreams, the so-called narratives, and build on them. It is not an isolated experience: how do you make it sustainable?

Target Audience

When I asked Carlijn during our first "real" meeting on September 30 what the target group is she is focussing on, she indicated that they do not have a specific target group. Looking at the participants of the Expedition to Nepal, Carlijn did indicate that everyone was conscious of life, they wanted to contribute to a better world, they considered personal growth and development as something important and they were stuck or wanted a change in their lives in a certain way. The group was very diverse and there were many different perspectives. However, the ages of the participants did correspond to the demographic generation of "millennials". This could be an interesting target group to look into.

Relevant product/service features

Nothing really has been set yet; the ‘new concept’ still has to be created. However, there are some topics that are important to Carlijn and that preferably have to be taken into account while designing the ‘new concept’ and/or her 'new brand':

-         Authenticity: This is perhaps the most important topic; how do you discover your authentic self?

-        (Yin) Yoga / Retreat: yoga will be used as a tool. Not only the yoga itself, but yoga in a way to create awareness (of yourself) and to withdraw from the daily grind (retreat).

-         Personal attention: Personal guidance to develop yourself, find your purpose, and be there for one and other.

-         Setting: The setting is in this case a very important factor to make it all work; a setting in the middle of the city center will give a completely different experience than a setting in nature.

The relevant product/service features will be based on the demand of Carlijn. I will respond to what Carlijn would like to do/see.

For Experience Design

I will mostly focus on the C-phase and the E-phase of the ABC-process. In the C-phase I will decide ‘what makes it all tick?’. In other words: I’m going to try to discover what the working principle will be like. During the E-phase, I am going to see to it that the stakeholders can interact with one and another and co-create by means of a platform.  

As deliverables, I will write a (reflection) report and as you can see I will also create a blog to show the process and discuss the used theories.

Design Process & Timings

Wednesday 30-09-2020 we had the first meeting with the three of us: Lotte, a hotel management student who is doing her graduation assignment for the Impact Expedition, Carlijn, and I. We decided to create some milestones, so we know what to do during the next meeting and what has to be done. We try to meet once every week. Lotte wants to finish her graduation assignment before the Christmas Holiday, so that is also what I’m striving for. Working under pressure and creativity will be key during this process, but what is sometimes said: Imagineering is 90% perspiration and 10% inspiration.

DARE TO SEE THE WORLD WITH DIFFERENT EYES. (2019). IMPACT EXPEDITION. Retrieved from https://www.theimpactexpedition.com/




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