Research, Product Proposal and Brand Development

Keisuke Murata FA102a

Cellphones that can see through walls and detect cancer

http://www.kurzweilai.net/cellphones-that-can-see-through-walls-and-detect-cancer

Assignment 01 / Research

What makes this design a breakthrough is that it miniaturizes the imager, eliminating the need for a bulky, expensive lens system http://www.kurzweilai.net/images/Terahertz-O-Pic-3.jpgn

Assignment 01 / Research

“It could also be used for detecting cancer tumors, diagnosing disease through breath analysis, and monitoring air toxicity”- Dr. Kenneth O https://www.flickr.com/photos/cathyscola/8625955850/in/set-72157627782719581/

Assignment 01 / Research

a PET scan typically costs an average of about $4,900 for a PET scan of the whole bodyhttp://health.costhelper.com/pet-scans.html

“This is a very expensive picture to take.”

Assignment 01 / Research

Hospital surveillance cameras with cancer detectors- cost + time efficiency

- reduced radiation risks

- anticipate possible health issues

Assignment 01 / Future Product

User Persona A[Daniel “Dr. Sexy” Rodriguez, 32 / Compassionate Doctor]

Assignment 02 / User Persona Research

Frustrations- Lack of time/cost efficient scanning equipment- Emotional stress from late stage cancer patients- Inefficient allocation of hospital resourcesGoals- Detecting early stages of cancer more effectively resulting in happier patients- Cost efficient scanning equipments allowing efficient hospital allocations- Have safe and noninvasive imaging techniques without radiation exposure

Assignment 02 / User Persona Research

User Persona B[Stephanie Bellin, 39 / Busy Homemaker]

Frustrations- Worried of having genetic disposition of cancer- Doesn't have financial resources to pay for diagnostic scans- Fears radiation exposure from scanning technologyGoals- Check for early stages of cancer- Pay less for diagnostic scans- Wishes for a noninvasive imaging technique without radiation

Assignment 02 / User Persona Diagram

Assignment 02 / Creative Persona Portrait

Assignment 03 / Branding

Source for Brand Character Words

P!NK

Assignment 03 / Branding

Brand Character Diagram

Assignment 03 / Branding

Naming Process

3 Key Factors:quick, searches, sage

Selected words form the original post:“Fast, Quick, Look, Smart, Bliss”

FaSCAN (tweaking fast)quicklook (combining quick and look)

smartCAM (tweaking smart)quikbliss (tweaking and combining quick and bliss)

Assignment 03 / Branding

Final Product / Service Name

alliteration - fun to say, memorabledescriptive - its fast, and it scans

evocative - invokes certain imagery

“its FaSCAN, not FaSCANNOT”

Selected Name: FaSCAN