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The evolution of the Mirabilia project by Daniela Goicoechea, a former student of the Master of Strategic Design Labs

Daniela Goicoechea knew what she wanted to achieve with the thesis she produced during the Master of Strategic Design Labs 2013: to fight isolation in OAPs with the use of technology.

Daniela Goicoechea knew what she wanted to achieve with the thesis she produced during the Master of Strategic Design Labs 2013: to fight isolation in OAPs with the use of technology. With such an ambitious project and the entrepreneurial interests of this Venezuelan designer, the project did not stop when she finished the MA.

We spoke with her to find out about the steps she is following to make her notion of Mirabilia a reality.

mirabilia_IED Madrid

What is Mirabilia?
Mirabilia is a digital platform that is simple and friendly, which aims to combat the isolation and lack of activity of OAPS and older people. Mirabilia is made up of a website and a mobile app for multiple platforms. It allows users to carry out three main actions:

  1. Take part in offline activities, events and workshops organised by other users and businesses. These activities can be filtered by price, location, date and type.
  2. Share their knowledge creating new activities and sharing them with the rest of the community.
  3. Create and join groups and communicate with other users of Mirabilia.

Globally, the population above 65 years accounts for 10% of the total, and in Spain this percentage is 17.5%. The quantity of elderly people all over the world will continue to increase. On the other hand, less than 40% of the Spanish elderly population currently takes part in local activities.
Mirabilia seeks to increase this percentage by means of its platform and reduce the isolation of these people. In addition to being a solution for elderly people, it is also a solution for small local businesses with limited web presence.

What actions are you carrying out to promote this project?
At present, the prototype page is already active, and will be used to check that people are interested in the activities and to gradually improve the user experience. The final platform will be developed in February, along with the application.
We recently created the social networks to inform businesses, relatives and younger audiences about Mirabilia.
We went to Madrid Emprende to seek support, and they assigned us a work space at the International Lab.
Lastly, we contacted the Departamento de Programación, Evaluación y Desarrollo of the Dirección de Mayores of the Madrid City Hall, with whom we will meet on the 29th of January to present the project and examine possible forms of collaboration.

How did Mirabilia evolve during the Master of Strategic Design Labs?
The idea for Mirabilia emerged while I was studying for the Master of Strategic Design Labs. The MA gave me the chance to give shape to my idea and turn it into a business model. With the help of tutors and teachers we defined the project until it turned into what it is today. During the MA we developed the initial idea, the business model, the operations plan, the marketing plan and the financial plan.

Why and to whom would you recommend this MA?
I would recommend the Master of Strategic Design Labs to creatives from any area who seek to develop their ideas in a different and innovative way. This MA, as well as providing many different tools and concepts necessary to develop a business model, encourages students to go beyond the obvious and see their ideas in a different way.


Program Leader: Juan Pastor Bustamante
Start Date: January 2014.
Timetable: from Monday to Friday, from 9:30 to 18:00h, distributed into lessons, tutorials, research and trips.
Language: the lessons are taught in English.

(+34) 91 448 04 44
Skype: master.iedmadrid

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