Digital service platform concept
CHALLENGES
"LIFE @ HOME" is a design research project aims to develop a way that can help millennials (age from 25 to 35 years old group of people) living in megacities to improve their sustainable lifestyle. The showroom of IKEA has successfully won large number millennials' attentions on life aesthetics. However, the traditional consuming pattern is limited in delivering sustainable living knowledge in a different social and cultural context. IKEA asked me to help to develop a possible business model that can meet young people needs in living in megacities and at the same time, can arouse attentions on sustainable living style.
The research demonstrates that a B2C service model can contribute to a sustainable lifestyle and reduce the environmental impact of contemporary consumerism-based society. My research report is a primary recommend reference in similar directions.
PROJECT PROCESS
EXPLORE BRAND NEW HORIZONS
What are the common inconveniences in millennials daily life in megacities?
What are their major needs when moving to a megacity?
HYPOTHESIS GENERATION
A product?
A smart application?
A digital artefact?
FIELD STUDY
What are the problems that millennials living in megacities are facing at home? What are their needs?
RESEARCH QUESTIONS
How can IKEA meet the millennials’ living condition needs?
RESEARCH PLAN
A heuristic approach
A day in the life
Phone interview
Questionnaire
Co-design workshop
CLUSTER INSIGNTS
Map out the insights on the targeted group. Group participants and tell their stories, approach, needs, problems and potential journeys
USER EXPERIENCE MAP
PERSONAS
CRAFT THE BEST STRATEGY TO MOVE FORWARD
Explore design opportunities through gathering the ideas and for service or service feature.
CO- DESIGN WORKSHOP
ROLE - PLAY
DESIGN CONCEPT & EXHIBITION
Map out the entire process of service.
Use the user scenarios in clarifying the service procedure.
SERVICE BLUEPRINT
USER SCENARIOS
IDEO double diamond methodology
01. A DAY IN THE LIFE
A day in the life is used to have an overview of a typical day including customers’ thoughts and behaviour (Marc S. & Jakob S. 2011 pp.174-175). This method could help service designer to understand the touchpoint within a service by analyzing a large number of information collected from customers (Marc S. & Jakob S. 2011).
Regular busy life
Home = Sleep
Place for rest and be oneself
02. PHONE INTERVIEW
Due to the method phone interview can build a trustful and relaxing atmosphere between interviewer and interviewee, it is used to collect firsthand individual information, ideas, attitudes for revealing actual cause about attitudes towards home.
How do you live today?
What are you doing when you at home?
What will frustrate you when you at home?
What are your wishes & dreams about life at home?
Why do you have this wishes &dreams? (Why, why, why)
03. QUESTIONNAIRE
The questionnaire used as quality and quantity methods for collecting the target group personal information, issues about their lives and the attitudes towards second-hand and leasing service.
User experience map
Reasons Dissatisfaction at home
Economic Reasons
Fewer savings
Don’t want to invest money in a rented apartment
Service-related to products are limited
(Exchange, recycling, reusing, repairing)
Life condition Reasons
Little time to take care of where they live
High-frequency relocations
Lack of energy
Lazy
Limited time spent at home
04. CO-CREATION WORKSHOP
Service Roleplay ---“Potential Customers ” & “Entrepreneurs”
The service roleplay co-creation workshop is organized to let the participants act the role of the user in realistic scenarios and forge of empathy and highlight challenges, finding opportunities that can be met by the design.
Wishes towards used products
Quality services, Quality products,
Security platform, Satisfied price
The function required by participants
Clear and detailed products information
Accessible and intuitive information
Furnishing consultant service
Knowledge sharing platform
OUTCOME
