“Rescue Gen Z” Project 2024

John, the CEO of OLO, a Tokyo-based startup, faces a dilemma in the development of “OntoOff,” a social networking application, which aims at reducing loneliness among Gen Z. The application is designed to foster genuine, offline connections by targeting niche interests like K-pop fandoms. With only eight weeks before a critical investor meeting, John must decide whether to proceed with testing of the current prototype to collect immediate user feedback or iterate with improvement on the prototype with the support of Kenja K.K.’s AI expertise or readdress the “wicked problem” that involves deeper issues of social isolation and anxiety. OLO’s mission to tackle Japan’s “hikikomori” phenomenon and the broader Gen Z loneliness crisis requires a careful balance between user’s empathy and technological innovation. The team applied the “design thinking” method, a human-centered process that fosters innovation by empowering individuals to generate innovative solutions. However, John’s dilemma highlights tensions between preserving the empathetic core originated by the team and technical feasibility with the support of external collaboration. The case explores important themes of human-centered approach, user’s empathy, startup innovation, and industrial collaboration.