FLOTO

Service Design
Written By Marco Jeong

How can we design
a feasible product and business model for drones
while considering their limitations?

 
 

PRODUCT

Background

This graduate project was my first design strategy initiative, exploring how drones could create commercial value while balancing business viability, technical feasibility, and customer desirability. The 25-minute battery limit became the key constraint, which led to the helium approach and a service model optimized for events.

 

Problem

In 2012, commercial drones were just entering the market and were viewed mostly as toys, while facing strict constraints like short flight time, legal restrictions, and social stigma. Within these limitations, what new service and business model could drones enable?

 
 

Solution

Designed FLOTO, a helium balloon-based flying photo booth that captures photos on demand with less reliance on limited drone battery time. The service includes an app for capture, editing, and sharing, and a post-event package that delivers all media to the host plus a template for a private virtual space where guests can continue interacting after the event. The post-event private space extends engagement and creates a repeatable value loop for hosts—supporting retention and referrals.

 
 
 
 

STRATEGY

01. What to Achieve

Frame Question

  • How can we create a commercially viable drone service despite battery, legal, and social limitations?

Outcomes

  • Develop a drone-enabled service that creates real-world value beyond hobby use

  • Build a sustainable business model driven by repeatable service operations and post-event engagement

 
 

02. Where to Play

  • Target events where people want memories without missing the moment (parties, gatherings)

  • Serve two core users: hosts (memories + relationships) and guests (capture + share)

  • Leverage a social trend: people engage more when the experience feels exclusive and personal

 
 

03. How to Win

  • More presence during the event: Guests request photos on demand while key moments are captured in the background, keeping attention on the experience.

  • Clearer privacy and ownership: Unique user IDs tag requested media, making sharing and tracking simple and reducing privacy friction.

  • Stronger post-event relationships: A private online space enables continued interaction through shared photos, comments, and replaying memories.

  • Exclusive community feel: A closed social circle increases emotional value beyond generic social posting.

 
 

04. Capabilities to Implement

  • Develop drone hardware optimized for event photo/video capture

  • Build the FLOTO app and website for capture requests, editing, and sharing

  • Implement privacy controls (focus/range) to avoid unwanted subjects

  • Assign unique user IDs to tag requested media for permission and tracking

  • Provide hosts a private virtual space template to share content and continue engagement

  • Include safety/compliance constraints (no-fly guidance, controlled range) to reduce legal and social friction during events.

 
 

05. Management System to Grow

  • Standardize the service flow: balloon selection → order/invite → pre-event setup → event capture → return → upload → private space creation

  • Track operational reliability (setup success, capture completion, turnaround time) and user engagement (shares, comments, revisits)

  • Iterate onboarding, packaging, and workflows to improve repeatability

 
 

06. Next Step / Future Foresight

  • Optimize operations in the LA area as phase one for repeatable delivery

  • Build partnerships with companies using events as marketing channels

  • Expand service scope while protecting the core value: private interaction during and after events

  • Evolve FLOTO from a one-time booth into an exclusive community platform powered by shared memories

 
 
Marco Jeong
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