Client:
University group project
Aurum is a bracelet & app combo that helps women feeling safer if they encounter dangers such as harassment and assault.
The problem
This project was based on the “smart city” theme. The group linked this topic with smart living, which is the comfort level that has to be guaranteed to citizens. The target audience of our product is composed by women age 20-25 who feel unsafe because they could encounter dangers such as harassment and assault. To understand more about the topic, we interviewed experts from different associations that combat violence against women; we also distributed a survey to several women aligned with the target audience, to discover how they feel in different situations and what are their habits related to the topic. The responses received highlighted the four major contexts in which women feel more unsafe: sport, work, education and leisure.
The research
The group proceeded in the drafting of the Value proposition Design, a tool that has allowed us to identify the real and concrete needs of users (user profile) and to put them in relation to the value proposition. After analysing the VPD, the group developed the FIT to link the user needs with the business products and services.
From the analysis carried out by reframing problem and value proposition design, it emerged that the problem concerns the maintenance of safety during an attack or dangerous situations.
The solution
The solution was designed with the aim of allowing the woman to communicate the need for help immediately and receive support from trusted people who can take action to call for help or law enforcement. It is essential to use an application, in order to put in contact the "victim" with the trusted person who wants to help in a way that is quicker then a message. Keeping in mind that the smartphone can be stolen, the solution must also include a device that allows the woman to ask for support.
Aurum consists of two components: the bracelet and the related App.
The bracelet allows the user to record the audio in case of verbal harassment, so there’s a proof of what happened. Other functionalities are an alarm that can get other people’s attention and an alert system that sends a notification to selected people who can come and help the woman in danger.
The app, on top of the same functionalities of the bracelet, allows the user to customize the various settings. From the hamburger menu it is possible to manage the recording archive, the notification history, the settings of the favorite contacts, the bracelet and the notification that is sent in case of danger.
We also ideated a marketing strategy campaign based on the japanese art of Kintsugi, which involves repairing broken pottery with lacquer mixed with powdered gold, silver, or platinum. This technique highlights the beauty of imperfections, celebrating the history and uniqueness of each piece. Kintsugi is a symbol of resilience and the idea that even the most damaged objects can be made whole again, with their scars becoming part of their beauty.
