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Week 17

November 29 2021 

Branding

This week I worked on revising my branding and strategy. I began becoming lost with what the main purpose of my product was.  

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Who are you?

What are your values and what do you stand for?

 

What do you do?

  • Double Double is a co workspace designed to promote productivity and creativity

  • To provide a motivating 
environment that promotes creativity and productivity for people

 

Created by who

  • Double Double is founded in Toronto, Canada.

  • It is funded by: Parent organization: Municipal government of Toronto, the city of Toronto (potentially)

 

Why do you do what you do?

  • To generate a productive environment which can influence others to work as well.

  • A solution that can get them out of the cycle and help them reset.

  • To help them relief the negative feelings they get when they procrastinate.

 

How is it different from existing spaces?

  • Having various different spaces for different types of work

    • Collaboration zone: areas where people can talk, louder area, aka coffee area

    • Private zones:  desks/hot desks

    • Quiet spaces - Two table shared space

  • Seating designed to help improve productivity

    • Stand up tables

    • Especially designed tables and seating (sofa with table) etc.

  • Using the psychology of colour

  • Implementing just enough pressure through design to help improve productivity (using eyes that seems like it’s “watching you” throughout the shop)

  • walk in and pay. There can be a kiosk on the table which allows you to choose how long you would want to stay at the desk.

    • This choice is important sometimes users may want to move to a different space in the shop or want a change in “layout”/workspace

  • Making a space that is not intimating for students to connect with professionals

    • Designs with fun elements and making the space more light-hearted

 

Who needs to know?

 

  • procrastination used as a “short-term mood repair and mood regulation”.

 

Target audiences are gen z and millennials

Gen z

  • They tend to be ‘informed consumers’, and will often research and weigh up options before making a buying decision

  • They tend to be much less attached to specific brands, instead preferring to shop around for the best deal

  • They place high importance on brand ethics and corporate responsibility, even more so than Millennials

  • Out of all the generations, they’re the most likely to shop via social media

  • Gen Z'ers are pragmatic, informed consumers, so you need to offer them products and promotions with real value

 

Millennials (Gen Y)

  • Often prefer brands with ethical or green ideologies

  • Look for easy online accessibility with features like AI chatbots and quick payment

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Types of consumers

  • Students (high school, university/college)

    • Looking for space to: study, do creative work (drawing etc.)

  • Entrepreneurs Employees/professionals

    • Looking for space to: complete work, make connections

  • Fresh Graduates

    • Complete work, make connections

 

How will they find out?

  • Building a social media presence

  • Advertisements (on subways)

    • Posters and banners

 

Main avenues of consumer engagement

                  (offline presence)

  • Advertisements (on subways)

    • Posters and banners

  • In-store

 

(online presence)

  • Social media (Instagram, tik tok)

  • Blog posts

  • Website

 

 

 

Why should they care?

 

Procrastination can cause many negative consequences to a person’s health and well-being. Procrastination is linked to stress and anxiety and feelings of shame and guilt.

 

Physical environment can affect a person’s mood. Research known as the Coffee Shop Effect showed that creativity is enhanced by low to moderate levels of ambient noises. Environments such as cafes or cafeterias can boost your creative output and abstract thinking abilities. Background noises stimulate signals to the brain and enhances your mood which can help with decision-making. Having to be surrounded by people with the same goals, which is getting things done, also acts as a motivator. When you see other people working, you naturally start working as well and by observing them, it can motivate you to work.

 

Create:

  • create the life you want to live

Cultivate:

  • to build a productive and creative community and work culture

Change:

  • change the way you feel. Less stress and more happiness

 

 

Brand voice

  • Friendly

  • Contemporary

  • Simple

  • Creative

  • Approachable

  • Fun/playful

  • Professional

  • Bold

  • Creative

  • Educate

  • Zen

  • Collaborative

PACT ANAYLSIS

 

People

 

Our clients for the offline experience are targeted towards people who are in Ontario Canada. The store will be located in Downtown Toronto.

 

Our primary users are students and working adults. The product is suitable for most people in the society. The majority targeted users will be the students and the working adults as these 2 groups of people are always busy with tasks to accomplish. Special targeted users like people with disabilities are taken into considerations when designing as they have certain disabilities that the app and store experience should cater for as well.

 

Human interface guidelines and best practices for digital accessibility must be applied to our website. Our application must be made friendly to novice users by way of clear UX writing, visual consistency, and digital breadcrumbs, to maximize user understandability.

 

More than 132,700 people living in Toronto speaks neither French or English. There might be cultural and language differences between our users. This will be accommodated through careful consideration of universal iconography and simple blurbs for the process of renting out a space.

 

Source: https://globalnews.ca/news/4320941/toronto-population-english-french-languages/

 

Activities

 

The purpose of the product is to provide people with a productive and creative environment. Users can purchase beverages and snacks while they work in the space. Users are able to rent out the space in person through talking to the employee or purchasing through the website. The space includes:

 

Collaborative Spaces

Private Spaces

Quiet Spaces

 

Frequency:

  • frequent. 2-3 times a week depending on how busy the user is.

 

Co-operation:

  • range between individual to collaborative

 

Complexity of activity:

  • Simple step-by-step instructions that guide user through the application process

 

 

Length of activity:

  • Short, choosing what space to rent out should take around 3-8 minutes.

 

Safety:

  • Icons and simple wayfinding to guide the consumers to their designated areas

 

The website is to allow users to rent out areas and spaces and to provide users who are unable to visit the store with an online experience.

 

Frequency:

  • frequent. Users can use the online experience to have in the background

Co-operation:

  • individual

 

Complexity of activity:

  • Simple step-by-step instructions that guide user through the application process

 

Length of activity:

  • Short, choosing what space to rent out should take around 3-8 minutes.

 

Safety:

  • Have clear user affordances on how to redo mistakes / go back a step (progress bar) / if application rejected, way to backtrack

  • Censoring personal information after the input is finished (credit card, address etc)

 

Users are able to use the website to rent out a space they want to use. There will be simple step by step instructions that guide the users through the applications. Icons and simple wayfinding will be used both in the physical store and the website to help consumers to their designated areas. The website also provides a online experience for people who are unable to visit the store.

 

Context

 

Website

It is expected for users to use this app in environments with or without internet access. Internet connection will be needed for choosing the visa location, embassies and syncing of information.

 

Physical environment:

  • Anywhere with internet access for renting out space, connecting to the online experience of the store

 

Social environment:

  • Close settings for when entering sensitive information, such as address or credit card

  • Can be used in public spaces when browsing the website and connecting to the online experience

 

Technology

Medium:

  • Website compatible with phones, desktop devices (only building for desktop)

 

Expertise:

  • Novice users

 

Input:

  • Bluetooth, location services

  • Text (renting out space process/login/sign up)

  • Camera / photo gallery (if wanting to scan credit card information)

 

COVID-19

  • Covid testing results (qr code if wanting to rent out space)

 

Output:

  • Text

  • Image

  • Sound

 

COVID-19

  • digital assessment display on app 

 

Communication:

  • Requires wifi connection

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