Week 9

November 15 2021 || Design Proposal Progress

Design Proposal progress

Agency

Christina Poon

 

Client

  • Drinks company (coffee, booster juice, tea etc.)

  •  Heal https://www.healthyeatingandliving.ca/about

  • JM Nutrition https://www.julienutrition.com/services/workplace-wellness/

  • Canadian Mental Health Association

    • CMHA is a nation-wide organization that promotes the mental health of all and supports the resilience and recovery of people experiencing mental illness. CMHA accomplishes this mission through service, education, advocacy and research.

    • Develop and provide community-based support services that help people who are living with mental illness or mental health problems improve the quality of their lives in accordance with their defined needs.

    • Provide information and education to increase knowledge and understanding of mental health and mental illness and services that promote mental health.

    • Advocate for public policies that lead to improved quality of life for people living with mental illness or mental health problems, their families and our community.

 

Subject

  • To promote productivity and to learn about procrastination from a psychological perspective

 

  • Initial naming

    • 24 hours, check it, stay focus, I’m Busy, Slack it Off, focus now,

    • Moto: get shit done, stay on task, drink up, coffee, noted, myspace

 

Background

 

Problem

 

Procrastination is used as a short-term mood repair and mood regulation. We put off tasks that may be too difficult or make us bored because it puts us in a negative mood. By avoiding the task, we can avoid those negative feelings and bring in short-term happiness. 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. Rather than viewing procrastination because of laziness, it can be seen as being unable regulate your emotion, attention, or motivation.

 

There may be many distractions surrounding you that makes it hard for you to focus on your tasks when working at home. It may be your household members interrupting your workflow or simply being unable to resist the temptations to constantly check your phone.

 

 

  • Being surrounded by minded-people/ people being productive can

  • We can easily get distracted at home

  • Distractions at home

 

Project purpose and subject

Idea 1: To create a small interactive installation that explores the different emotions that can be caused by procrastination – stress, anxiety, shame, guilt

 

The purpose of this project is to create a

Idea 2: (pop-up) Coffee shop/space designed for people to do their work

 

 

Coffee shop designed specifically for people to do their work.

 

 

This project will focus on providing a public space for people to complete their work. A coffee shop designed specifically for people to do their work. The purpose to is promote a positive environment that fosters productivity and creativity.  

 

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.

 

 

Design deliverables

  • Branding, advertisements, design of the environment (from physical space to the use of the music)

  • Installation in the space that can help stimulate creativity while not being a distraction to the users. (maybe)

  • Print piece that is provided to the costumers that come into the place to help them with time and emotion management

 

Target Audience

Students to working adults who constantly procrastinates and get distracted easily.

  • Age 16 to 50

 

Needs and wants

  • For people who does not have a space to work at home or cannot concentrate at home due to distractions (family members, construction sounds)

  • Looking for an environment that can help them concentrate, be more creative and productive.

  • Looking for motivators to help them make changes to their habits

  • Wanting to make a change to their procrastinating habits and lifestyle

Core proposition

To provide a motivating and productive environment for people that procrastinates.

 

Sustentation for proposition

 

This project will provide the target audience with a solution that can get them out of the cycle and help them reset. Providing a productive space will help the targeted audience make the first step to changing their habits. Being surrounded by like-minded people can act as a motivator which will inspire them to work. It will help them relief the negative feelings they get when they procrastinate. This space can also target their sensory experiences by providing them with a different visual environment and auditory stimulation than their homes.

 

 

Current perception

  • Procrastination is often understood as trying to manage time but it’s about managing your emotions

  • People are often overwhelmed with negative emotions when they procrastinate - stress, anxiety, shame, guilt. It becomes a vicious cycle and often lead you to feel stuck and unable to move forward. The more task you put off the more overwhelmed you get.

 

Desired perception

What do we want the target audience to think of the issues after they are exposed to the campaign? How do we want our target audience to respond to our design messages?)

 

  • I would like to provide the target audience with a solution that can get them out of the cycle and help them reset. To help them make a change.

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

  • I want to make the target audience feel motivated and inspired to work.

  • To create a space that allows them to focus and not be distracted by their surroundings.

 

Key message

  • To create a productive environment

 

 

Target Message

  • Productivity

  • Inspiration

  • Concentration

 

Benefits

What are the key benefits our target audience will be motivated by?

  • A space to boost creativity and productivity

 

Tone and Manner

  • Welcoming, motivating, inspiring

 

Competitors

  • Existing cafes, libraries, co-working spaces, student centres

 

There are many existing environments that allows for people to get their work done. I investigated existing cafes, libraries, student centres and co-working spaces and listed the pros and cons of each category.

 

Co-working spaces

Co-working spaces, such as WeWork and Your Alley are shared workspaces. It is a membership based communal offices for freelancers, companies, remote workers, and other independent professionals.

 

pros

Coworking spaces provides amenities such as kitchens and meeting rooms. It is a good place to network and meet other like-minded people. Being in a room with other people can also motivate you to work. Some coworking spaces are open 24 hours which can be beneficial if you are working for long hours. Coworking spaces have flexible membership models. People can rent out the space and can pay for a monthly weekly or hourly schedule.

 

Cons

  • Have like-minded people surrounded by you

  • Some are open 24/7

  • Can pay for monthly, weekly or day of the space

  • Mix between coffee shops and home offices

 

Cons

  • Need to pay for access. May not be friendly to people who are on a budget.

  • Not designed for students

 

Cafes

Pros

  • The ambient noises from coffeehouses stimulate creativity

  • Coffee/food on demand

  • Very accessible as coffee shops are all over the city

 

 

Cons

  • Largely served as a centre for social interactions

  • Can easily get distracted if others are not working and socializing

  • Employees may be staring at you if you stay for too long

 

Libraries

Pros

  • Good environment for people who wants to learn

  • Very quiet so it is good for deep studying and focus

 

Cons    

  • Limited hours and usually closed early

  • Libraries do not allow food. Can be a barrier if you are working for long hours

  • No coffees on demand

  • Dead silence – if you make any sounds, you can be a distraction for other people

 

Student Centres

 

pros

Student centres provides a productive atmosphere. They have different rooms for different activities. They have study spaces, meeting rooms or spaces for activities such as yoga and dance.  They foster a sense of community and inclusivity for the students.

 

cons

Student centres are designed for the student attending the university and often not opened to the public. Student centres are on campus only. Some universities are very far away and are not accessible for students living at home.

 

Inspiration

 

 

Questions to ask myself

  • How will it be different from existing coffee shops, libraries, or co-working spaces?

  • If it’s targeted towards students, how is it different than student centres?

    • It is not accessible to students that are not in university or college. Most of the time, the spaces are full.