(Capstone report book 1) Human and Product - how would product evolve in the future?

Human and Product How would product evolve in the future in Hong Kong?

Wong Wing Fung, Harry 18039446D

Capstone 1 Final report booklet

Content Introduction

7

Research & Analysis

15

Study previous iconic design

16

Study current trendy design

17

Identify the type of consumer behavior of Hong Kong

36

Study on failure case that was success once – shared bike

40

Analyze the typical social phenomenon about Hong Kong people - Check-in culture

44

Insights & Needs Identification

49

Vicious cycle

50

The Experience Economy era

54

Final design direction for Capstone 2

60

Reflection & Evaluation

74

Research method

78

References

87

Are we designing a right thing?

Are we consuming in right way?

8

People believe that current consumption pattern and cultural phenomenon promotes economic growth. However, the economic losses from environmental damage are not taken into account. The lack of awareness of the impact by it, might cause great damage to the natural environment and human well-being. Though time, the problem might build-up and post a greater threat to us.

In the future, would product(things) be nothing more than an approach to carrier of experience, and a toxic for the earth as well? Follow this trend, is it a future that truly good to us?

9

1

Introduction

1

Introduction

Purpose & Rationale With the progress of the times, science and technology are changing with each passing day. People are also increasingly demanding the user experience of products. I want to re-examine and explore the relationship between “people” and “products(things)”. In Primary Industry, there is "Agriculture's Economic Times". The supply of raw agricultural and fishery products, fresh, and limited additional value. In Secondary Industry, there is "Industrial Economic Era". There is full of supply of processing and manufacturing products and higher value-added. The appearance and function of the product are greatly affected by the industrial level. In the process of the research, it is discovered that humanities would be the most important factor.

From the ancient times to the present, all of the profession and discipline are evolving with the times. The purpose of design and the meaning of the designer should evolve with the society, culture, economy, natural environment and politics situation as well. Dunne & Raby point out that why is design only solving problems instead of asking questions?1 For my case, it might be good to solving the problem through asking a question.

11

Introduction

According to the interim research, there is numerous comprehensive, useful and interesting discoveries.

In the beginning to the half part of the research, the product element that in future was considered to be some fixed specific physical element. For example, it should have 5G function, IoT function, e t c b e c a u s e o f t h e t re n d i n t e c h n o l o g y. H o w e v e r, a f t e r completing the entire research process it was discovered that the product should be affected by humanities element. The research involves different categories including physical product, virtual product, consumer behavior and their lifestyle. Results shows that most of the discoveries were humanities related which means the product is user driven. Further, those problems are becoming serious nowadays, and no signs of getting better.

In this modern consumerism, p e o p l e b e l i e v e t h a t c u r re n t 12

consumption pattern and cultural phenomenon promotes economic growth. However, the economic losses from environmental damage are not taken into account. The lack of awareness of the impact by it, might cause great damage to the natural environment and human wellbeing.

Current, there is a vicious cycle between consumer behavior, culture phenomenon and design industry. They are affecting each o t h e r. Fo r e x a m p l e , p e o p l e consume more or act for social identity, and cause the working hours longer. It would reduce the time that people spend with their family or friend due to buying things that they don’t need. In order to fulfill the demand, it might cause design industry over production. The common practice of design for design will appear.

In fact, the vicious cycle would

transform to be Human wellbeing, natural environment and design industry in this era. They will have a negative impact on each other forever, like a snowball effect.

Introduction

Changing times

Agriculture's Economic Times

Industrial Economic Era

Information Age

Supply of raw agricultural and fishery products, fresh, and limited additional value

There is full of supply of processing and manufacturing products and higher value-added.

The appearance and function of products are greatly affected by the industrial level.

In the Industrial Age and the Information Age, there was widespread optimism that technology would eventually solve all of our problems— poverty, disease, Environmental protection, violence, and others.

In the last 5 years or so, it’s been slowly dawning on us that more technology, by itself, cannot be the solution, and in fact, the systems we currently have in place, while they solve some problems, create other problems that may be equally severe.

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14

2

Research & Analysis

15

Research & Analysis

Study previous iconic design

Clarify and having better understanding about the causal relationship of the product

16

Study previous iconic design

The concept of iconic design Generally, an iconic design is a ' ground breaking ' design that sets new standards in its industry. It is a model that is followed by other designers and manufacturers as it becomes a benchmark for other similar products. The CNN new (2017) shows that the iconic British design are including Anglepoise Lamp, 1460 Dr Marten's boot, red cast iron telephone kiosks and London black cab. 2 An iconic design is one that stands up to the test of time. It can remain a good design given the years, decades and even centuries that have passed.

I n t h i s re s e a rc h p ro j e c t , t h e concept of iconic design was applied as an indicator for the following research direction. It is also a key for narrow down the selection of target.

Clarify and having better understanding about the causal relationship of the product is very important and necessary for the following research as clue. If it is going to speculate the things that might happen in the future, it is better to take reference form the history. Study on the product history is helpful for learn about the product evolution process.

In order to make the information, finding and analysis obtained more accurate and effective, the iconic design of the product was selected as research target which is LCW chair. In the past, Time magazine called the LCW “the chair of the century�.3 Currently, t h e LC W c h a i r i s a n d i c o n i c product of American design which made in 1945. The technology of Molded Plywood and the development of mixed materials, not only bring a new perspective

to the era when a single material was used at the time. Its minimalist, textured design with inexpensive materials. At the economic depression that just ended in World War II, it offered a new choice to people. It is still hot sale and popular. Therefore, it was named "The Chair of the Century" (the owner of the century) by Time Magazine. It shows its importance and representative status.

17

Research & Analysis

Research method – Asking question To discover the causal relationship of the product, there are two questions need to be uncovered. They are “what kind of scope might affect the design” and “What design elements have been born under the certain influence / scope”.

The design might be affected the by financial aspect, product aspect, humanities aspect and political aspect at that time.

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Study previous iconic design

• I. II.

About the financial aspect in that state Economic depression Lack of supplies.

• I. II.

About the product aspect in that state Monotonous and single material Monotonous and normal form

• I. II. III.

About the humanities aspect in that state Aversion to boring Pursuit of new things Pursuit of cost performance

• I.

About the political aspect, in that state: The end of World War 2

On the other hand, there are some design elements have been born or existed under the certain influence / scope.

• I. II.

About the financial aspect in that state: low cost manufacture cheap material.

• I. II.

About the humanities aspect in that state: comfortable sitting feeling. flexible sitting feeling.

• I. II. III. IV.

About the product aspect in that state: mixed materials modern style unusual curved wood cheap material with new manufacture process 19

Research & Analysis

Study current trendy design

Review and analyze the finding to find out the potential elements of the product in this era

20

Instagram

The certain degree of understanding of causal relationship of the product was established by studying the previous iconic design. The skills of analyze the product in this era is already had. To review and analyze the finding, it is good to analysis the feature to find out some insights of the product. Further, the previous study method that applied in above is able to apply in this section. If the question in “what kind of scope might affect the design” and “What design elements have been born under the certain influence / scope” could figure out in current trendy design, it could be helpful to find out the potential needs in this era.

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Research & Analysis

According to Rescue time, “It’s no secret that most of us spend too much time on our phones. And sure, it’s not all bad. Our phones are incredible tools for keeping us connecting, informed, and (sometimes) productive. However, study after study is starting to show that our screen time habits can have a pretty negative impact on our focus and attention.

Especially during the workday.”

(J o r y M a c Ka y, 2 0 1 9 ) . 4 S m a rt phones have a great influence on people. In terms of people’s addiction to smart phone and the popularity of smart phone, it is undoubtedly iconic design in this era.

Re s ea rc h s h o w s t h at p e o p l e are likely to catch opening their mobile all day long — sometimes without even knowing what you're doing. Rescuetime (2019) also indicated that users spend 3 hours 22

and 15 minutes every day, check their phones 58 times in every day, with 30 check-ins happening during working hours (9am–5pm) on average. when these number is break down, the daily screen time in excess of 4.5 hours of the top 20% of smartphone users. 5 According to this phenomenon and usage of status the smart phone, this behavior is unusual.

People were using a product frequently but sometimes without even knowing what were they doing. Therefore, the attraction to smart phone users especially smart phone additive users. Smart phone should only be considered as a carrier. Concerning to the m a i n re s ea rc h d i re c t i o n a n d analysis objects, the focus point should not be the phone itself but the content or the hidden function, the things under the screen – app.

Instagram

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Research & Analysis

In app store ranking in 2018, there are 6 of the top 10 apps are socially relevant app. Regarding the selection of trendy, social media is definitely a suitable category of app. Throughout the ranking, Youtube was ranked number one, Instagram was ranked number two. In terms of comprehensive rankings and category of app, the nature of Instagram is more inclined to s o c i a l m e d i a . I n s t a g ra m i s a photo and video-sharing social networking service. Stories is one of the most popular features of Instagram. Users are able to post photos and videos on the stream of their stories. The content is live for others to see for 24 hours before it goes away. About the popularity, J. Clement (2019) notes, “With over 1 billion monthly active users, Instagram belongs to the most popular social networks worldwide.

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The social photo sharing app is especially popular in the United States, Brazil, and India, which have over 110 million, 70 and 69 million Instagram users each. In the United States, the number of Instagram users is projected to surpass 130 million MAU in 2022” .6 Th e re f o re , a c c o rd i n g t o t h e rank, nature of the app, current

popularity and growth curve of the world of the app, Instagram was selected as the research object in this “current trendy design study section”. Although it is not a “Physical Product”, It is believed that it would be a great and suitable model to obtain some useful, comprehensive and interesting discoveries.

Instagram

Regarding the distribution of Instagram users worldwide, Statista (2019) indicated that as of July, between 25 and 34 years of age are 34 percent of global Instagram audience. Overall, over two thirds of total Instagram users are 34 years of age or younger. Users aged 13-17, 34-44, 45-54 accounted for 6.2%, 15.8% and 7.4%. Users aged accounted for 5.7%.7 In capstone 2, the distribution of Instagram users would be used as a reference for choosing the specific major audience.

Statista Distribution of Instagram users worldwide as of July 2019, by age group

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Research & Analysis

Research method Insights behind the features - UI As an app and social platform, the operation interface is the a very important element. It directly has a huge impact on the user experience.

The information architecture of Instagram is extremely simple including photo talking, editing, uploading, viewing, searching. the user experience of entire use of app is very fast and smooth. In the visual part, it has a lot of symbolize information. Therefore, it is quite easy of use especially easy for kids and elderly to use. These traits allow the product having wider audience including different age group, different nationalities different cultural, different proficiency in the use of the product. Though the analysis of UI, the one of the potential elements of the product in this era could be “Inclusive of wider audience�.

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Instagram

Operation interface Extremely simple information architecture , Symbolize information, UI

L

Easy to use

L

Especially easy for kids and elderly to use

L

Make the product have a wider audience

L

A variety of users, larger target group

L

Inclusive of wider audience

Different age group Different nationalities Different cutural Proficiency in the use of the product

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Research & Analysis

Research method Insights behind the features - ag's serching feature There is a Tag's searching feature in Instagram. There is numerous topics of types and quantities. The more detailed and extensive classification like dog, cute dog, even cute baby dog. The interest of things and topics of people was diversified nowadays. People are easy to fit in the specified topic through the classified searching system. Users are able to search for their favorite themes and other users that they like through the Tag’s search tag feature. The photo theme of many Instagram users is unique.

It is easier for people to find, follow, and contribute to a conversation.

People of different backgrounds, ages could discuss the same topic in this virtual society easily. Though the analysis of UI, “Social virtualization� might be the one of the trends in this era.

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Instagram

Tag's searching feature Numerous topics of types and quantities

L

Diversified interests of things and topics of people

Herd behavior? Attention seeking?

L

Increase the exposure of brands and general public

More detailed and extensive classification (Eg. Dog, cute dog, cutebabydog...etc)

L

L

Sympathy seeking? Validate your existence?

L

Easier for people to find, follow, and contribute to a conversation.

L

Social virtualization

People of different backgrounds, ages could discuss the same topic in this virtual society easily

Classified searching system

L

Easy to find out specified topic Eg. Dog, cute dog, babydog...etc

L

Easy to fit in the specified topic

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Research & Analysis

Research method Insights behind the features - Privacy massage function While g photos and videos sharing are the main function of this product, there is a direct massage function. Unlike traditional messaging app, it has a privacy massage function. If user want to send a photo to their good friend or spouse, it is very convenient to delete it directly after reading it.

It is worth mentioning that, this kind of privacy massage function are start to appear in other messaging app. In product and humanities aspect, there is increased privacy awareness, especially the young generation.

Therefore, “privacy� element could be the one of the trends in this era.

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Instagram

Privacy massage function If users want to send a photo to their good friend or spouse, it is very convenient to delete it directly after reading it. It is also a common function in nowaday.

L

Privacy

Increased privacy awareness, especially the young generation

31

Research & Analysis

Research method Insights behind the features - Follow system In Instagram. it is very easy to can understand the interests of others by using follow system. This is not peek into the search for other people's private things. As mentioned above, users are able to learn about the interests or preferences of other users even who is their friends following if the target was being followed. Users are allowed to communicate with each other when they discovered a good Instagram user. The boundaries of nationality and ethnicity had been blurred, and people are Easier to make friends. Therefore, the “Globalized information exchange culture� might be the one of the potential mainstream culture in this era.

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Instagram

Follow system

L

Allows users to understand who is their friends following

L

Users are able to know the interests or preferences of the target (Eg. Pic, following)

L

Users can communicate with each other when they discovered a good Instagram user.

L

Globalized information exchange culture Blurred boundaries of nationality and ethnicity Easier to make friends

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Research & Analysis

Resource method – Asking question A p a rt f ro m t h e i n s i g h t s t h at behind the features, the research methodology that applied in “Study previous iconic design” is also applied in this section, which is asking “what kind of scope might affect the design” and “What design elements have been born under the certain influence / scope”. To discover the causal relationship of the product

in this era, those two questions can also help us find the answer.

The design in Instagram might be affected the by technology aspect, product aspect, humanities aspect and business model aspect at that time.

• I.

About the technology aspect in this era Able to use on different devices

•

About the product aspect in this era

I.

Easy to share things to other social media (A way to connect with other product)

• I. II. III. IV. V.

About the humanities aspect in this era Social platform Private massage follow system Tag feature Simple operation interface

• About the business model aspect in this era I. Auto-play II. Pop-up notification III. With a certain degree of inclusive element IV. Design language - Symbolize information, Gesture

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Instagram

On the other hand, there are some design elements have been born or existed under the certain influence / scope.

• I. II. III. IV.

About the technology aspect in this era Popularization of smart phone Popularization of smart products Popularization of 4G Sufficient resources

• I. II.

About the product aspect in this era Numerous social software Large product circle and scale

• I. II. III. IV. V. VI. VII.

About the humanities aspect in this era The pursuit of User experience Sharing culture Recording things Pay attention to privacy Chasing the trend The pursuit of social identity Smart phone addictive

• I. II.

About the business model aspect in this era Race/compete for attention Numerous audience strategy

• About the other aspect in this era I. Globalization

As a result, those insights behind the features reflect that the trend of product element in this era should be inclusive of wider audience, care about the privacy.

Social virtualization is also a trend in social. Globalized information exchange culture would be the potential mainstream culture. The main feature of product in this era is being inclusive of use for wider audience in different age group, different nationalities, different cultural and different proficiency in the use of the product. The p ro d u c t c i rc l e a n d s c a l e a re being large including certain relationship with other product / object / things instead individuals.

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Research & Analysis

Identify the type of consumer behavior of Hong Kong – Consumerism Clarify the existing situation to find out what kind of nature of product that might attract people in this era and near future

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Consumerism

The concept of consumerism For countries with poor economic growth, consumerism is less prevalent.

Religiously bounded societies can do more to reject consumerism as well.8 There is some McGregor (2007) indicated that “People in a consumer society consume to improve their quality of life; there are cost associated with this practice (financial, time, eco-logical, societal, and human) for the individual and the collective. �9

The consume pattern in Hong Kong Freedom of religious is one of Hong Kong's specialties. The Hong Kong Trade Development Council (2019) shows that, the economic growth of Hong Kong was growing in the past few years, 10 which means Hong Kong match the criteria and it is a consumerism area.

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Research & Analysis

Phenomenon in consumerism Consumerism is rife in many economically developed countries. There is a growth sign of mass production and mass market in luxury good. “In the 20-year span between the film and the ad, luxury entered the mass market — and, quite arguably, stopped being truly luxurious. We enter Chinese factories, where many luxury items are now cheaply, and secretly, mass-produced� (The Wharton School, 2008).11 The cheaper luxury makes it easier for people to buy. The promotions for branded products, media with advertisements and services were saturated.

The rising personal debt levels.12 They might consume for fun and pleasure. Those finding indicate that more people are excessively buying goods, and it is a sign of growing consumerism.

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Consumerism

benefit in consumerism In order to carry out the demand of consumer, a cycle of consume and demand would be created.

When a larger scale of people purchases services and goods over their needs, they buy more, spend more, and that can generate a cycle of demand that leads to higher production and higher employment, leading to even greater consumption. This will be the beginning of a knockon effect. Through the cycle, it would generate a boom in the consumer services and product i n d u s t r i e s a n d re t a i l e r s t h at servicing those industries. Then, the growth of consumerism might lead to the market innovation and creativity. As a result, consumerism is undoubtedly able to improve the economy.

Disadvantage in consumerism On the other hand, consumerism might cause heavy demands of natural resources on Earth.

In order to maintain operation of the cycle of consume and demand operation. Number of products and services will inevitably increase. Take the fashion industry as an example, apparels and cloths are made using a lot of natural resources. It might include extensive amounts

of water, electricity, chemicals and raw materials, all of those would put serious demands to natural resources on Earth.

Further, companies might be over production in order to satisfy c o n s u m e r d e s i re s . I n d e s i g n aspect, design for design would become a common practice.

There is another knock-on effect and loop that would be created.

In humanity aspect, people are buying goods excessively, buying without a plan or a budget. To pay for their high-consumption lifestyle, people might incur punitive debt levels and work longer hours. It would result in less time spent with their community, friends and family. “Human beings are naturally social creatures – we crave friendship and positive interactions, just as we do food and water� (Mind tools content t e a m , 2 0 1 6 ) . 13 I t i s b e l i e v e d that the consumer behavior in consumerism would harm to human well-being.

their production. The awareness of the environmental impact of consumerism is increasing. In fact, some big companies have also made some measures that actually affect the products in terms of environmental protection. Take the new MacBook Air and Mac mini of Apple as an example, their enclosures are made from 100% recycled aluminum, without compromising strength or finish . 14 It is durable and beautiful.

From all perspectives, the most advanced products are able to be products that has the least impact o n t h e n at u ra l e n v i ro n m e n t .

Therefore, consumers are able to makes companies or product manufacturers be green in consumerism, and they are able to affect each other.

Po s i t i v e c h a n g i n g o f consumerism Several companies started to reduce use in natural resource and carbon footprint. Many of these moves have been push by conscious consumers who look for goods but not harm to the natural environment during 39

Research & Analysis

Study on failure case that was success once – shared bike Analyze the finding to speculate the potential element about death stage of the product in the future

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Shared bike

In recent years, shared bicycle is a hot topic of the world. Ride a bike as a transportation are the preference of the people.

Several countries are beginning to develop their network of bicycles.

A lot of bikes start-ups companies are established. Bicycles would not exhaust pollution or produce g re e n h o u s e g a s e s . I t w o u l d not create noise and improve air quality on the roadside. The benefits of shared bike traffic m o d e l a re re d u c i n g c a r b o n , such as sharing private bike, car, etc. This shared economic system is making good use of idle social resources, reducing overproduction and planet’s load.

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Research & Analysis

Cemetery for bicycles - Shanghai

The decline and consequence There is a shakeout in shared bicycle industry in 2017, a number of mainland-funded bicycle startups companies were closed down successively. In 2018, Mobike's monthly loss amounted to 455 million RMB (568 million Hong Kong dollars). From three major shared bicycle groups of China, including: Mobike, OfO and Bluegogo that have closed down. In Hong Kong, the situation of shared bike is bed as well. “Bicycles left piled on top of one another or blocking paths, poor cycling etiquette, theft and vandalism.� (Yau, 2018).15 As a result, it causes a lot of damage to the natural environment. There is mass of bicycle scrap, recycling problem, industrial fertilizer in manufacture. Since, these bicycles came from different shared bicycle companies, they come in different colors and be Piled up to the height several floors like art. Therefore, taking the responsibility in the death stage of the product in the future is important.

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Research & Analysis

Analyze the typical social phenomenon about Hong Kong people Check-in culture - Analyze the finding to discover the core issue in this social phenomenon

44

Check-in culture

At the end of 2011, Facebook launched a new feature called "Check in". It brings new reforms to modern society. Today, it still affects people's lifestyle. Whether it is a trip, a dinner, or even a small thing happening in life, all of those could be the content of "Check in".

The HK01 News (2018) indicated that, from February to April this year, "Pumpkin: big" by Yayoi Kusama was exhibited in Central, a t t r a c t i n g m a n y H o n g Ko n g people. The regrettable thing is that most of participants prefer photo taking instead of appreciate the art. The time that participants appreciate the art is only for a short time, it become a minor aim for them. 16 They tend to take a photo with the work and upload it to social media like Instagram, and “Hashtag ( 偽文青 )” Yayoi Kusama.

For the participants, this trip is

over and it is worth it. In addition to normal people act for check in, there is relatively extreme crowd in the millennium, the "Fake hipster". With the development of information technology, art has become popular. Everyone can enjoy art anytime, anywhere.

However, this generation has driven the emergence of "Fake hipster". Different from those who are doing check in activities in sometime, "Fake hipster" visited the exhibition, famous restaurant only for check in deliberately, in order to take photos. Get "like" on social media and use this opportunity to enhance their social identity is the goal.

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Research & Analysis

Positive and negative impact in Check-in culture Th ro u g h t h e re s ea rc h o f t h e Check-in culture, it is discovered that the major positive impact in Check-in culture are including financial aspect, product aspect, humanities aspect, marketing aspect, environment aspect.

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• I. II. III.

About the financial aspect in this era Stimulating consumption Drive the economy in the region Bring the economy into the unpopular area

• I. II.

About the product aspect in this era Product use diversity Make art popular

• I. II. III. IV. V.

About the humanities aspect in this era Share happiness Encourage people go out Chasing the trend / new things Care about what others think Promote local culture

• I. • I.

About the marketing aspect in this era New type of advertisements About the environment aspect in this era Environmental protection and cultural protection awareness

• I. II.

About the other aspect in this era Encourage the develop of globalization Design for design become a common practice

Check-in culture

On the other hand, it is also discovered that the major n e g at i v e i m p a c t i n C h e c k- i n culture are including product aspect, humanities aspect, marketing aspect, environment aspect.

• I. II. III. IV. V.

About the product aspect in this era Decreasing the origin value of the product Faded practical function of product Short product life Product positioning is blurred Higher product replacement rate

• About the humanities aspect in this era I. Vanity II. Herd behavior III. Desire for social identity IV. Want become need V. Social virtualization • I.

About the marketing aspect in this era New type of advertisements

• I.

About the environment aspect in this era Resources waste

• I.

About the other aspect in this era Encourage the develop of globalization

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3

Insights & Needs Identification

49

Insights & Needs Identification

Insights & Needs Identification

Vicious cycle

Consumer behavior Culture phenomenon

Design industry

People consume or act for social identity or vanity instead of the basic value and function of the object itself. The product function was saturated. The core value and basic function of certain things is losing. It might cause the common practice of design for design in design industry. They might serve more resources in to the branding or advertising instead of product development. Current, there is a loop between consumer behavior, culture phenomenon and design industry. They are affecting each other. For example, people consume more or act for social identity, and cause the working hours longer. It would reduce the time that people spend with their family or friend due to buying things that they don’t need. In order to fulfill the demand, it might cause design industry over production. The common practice of design for design will appear.

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Vicious cycle

Celebrity worship

Over production

Buying goods excessively

Veer away from tradition

The pursuit of social identity

Product positioning is blurred

Consume for fun and pleasure

Tool of personal image building

Higher product replacement rate

Faded practical function of product

Buying without a plan or a budget

Decreasing the core value of the product

Consumer behavior Culture phenomenon

Design industry

The rising levels of personal debts signal

Industrial fertilizer in manufacture Place heavy demands on Earth's natural resources

Publicly display economic power Longer working hours

Recycling problem

Herd behavior

Trend of design for design

Vanity

Short product life Resources waste

Listed finding in different aspect

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Insights & Needs Identification

Celebrity worship Buying goods excessively The pursuit of social identity Consume for fun and pleasure Higher product replacement rate Buying without a plan or a budget

Over production Veer away from tradition Product positioning is blurred Tool of personal image building Faded practical function of product Decreasing the core value of the product

Consumer behavior Culture phenomenon

Design industry

The rising levels of personal debts signal

Industrial fertilizer in manufacture

Publicly display economic power Longer working hours Herd behavior Vanity

Place heavy demands on Earth's natural resources Trend of design for design Recycling problem Short product life Resources waste

Try to link up the various finding Clarify the relationship between the various finding

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Vicious cycle

Natural environment

Human well-being

Design industry

As a result, the loop would transform to be Human well-being, natural environment and design industry in this era. They will have a negative impact on each other forever, like a snowball effect.

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Insights & Needs Identification

Insights & Needs Identification

The Experience Economy era

The discoveries above including c o n s u m e r b e h a v i o r, c u l t u r e phenomenon and design trend were pointed out specifically and comprehensively with the m o t i v a t i o n a n d p s y c h o l o g y.

Further, the design industry aspect was also be analyzed. The fact is that we are living in Experience Economy era. Most of the insight that discovered is fit to the content of Experience Economy. There is a biggest difference between the experience economy and the past. In the past, it was “produce then consume�. However, there is a demand for consumption then promoted production currently.

It means the value and services o f p ro d u c t s a re c o n s u m e r / user driven. To meet consumer experience / perception needs become the primary and ultimate goal. Consumers unquestionably desire experiences, and more and more businesses are responding 54

by explicitly designing and promoting them (Pine II & Gilmore, 1998, p.3).17 People are selling and buying experience.

They are seeking experience including social virtualization, b u y i n g g o o d s exc e s s i v e l y, consume for fun and pleasure. On the other hand, Design industry are being over production, reducing product life, decreasing the basic value of the product in order to offer experience.

Functional products and nonfunctional products Services and goods are become commoditized, the customer ex p e r i e n c e s t h at c o m p a n i e s create will matter most. In the past, people can get customer experience by participate in a concert, go to the amusement

park or shopping. But now, there is a trend that companies are used to create and deliver through other approach including virtual product like app and VR contends.

In the example in VR, companies only have to keep launch digital things such as game content and digital DLC, they can provide different customers experience under the framework of VR. From an environmental perspective it is an approach that does not cause solid waste after providing customers experience even that they just buy the game without playing.

The Experience Economy era

The Progression of Economic Value

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Insights & Needs Identification

Economic Distinctions

In addition to this, physical products are also popular choices for offering experience to people.

The discoveries in consumerism and other part of research show that people will consume for fun and pleasure which means products will be purchased but without used. They care about the experience when they purchase it and having it more than using it. In this case, the 56

importance functional becomes unnecessary because nobody cares as the product has been useless when being purchased.

However, it consumed a lot of natural resources in providing product functions including water resources, mineral resources.

I t i s a l s o g e n e ra t e d a l o t o f pollution to the environment during the production of physical products. At the end, some

o f t h e p ro d u c t s m i g h t h a v e different levels of recyclability but some of them might difficult to recycle. It can be imagined that use physical product as a tool to provide experience as main cause would have a huge potential for damaging the natural environment.

The Experience Economy era

In the future, this trend might spread like a virus. Look back into the history, this kind of nonfunctional products trends has been appeared. There appeared on the market chairs, tables and stools designed by wijdveldt in mid-twenties. Papanek Victor (1973, p.52) writes that “these s q u a re a b s t ra c t i o n s p a i n t e d in shrill primaries were almost impossible to sit in; they were

extremely uncomfortable. Sharp corners ripped clothing, and the entire zany construction bore no relation to the human body. Today we can allow ourselves to sneer at these attempts to transfer the two-dimensional paintings of Piet Mondrian and theo van Desburg into “home furnishing.” The chairs lasted as sophisticated status symbols for only a few years, but the trend, the attempt to translate

fashionable daubs into threedimensional objects for daily use, still continues. Due to profitability, many small industries began to emerge in Italy and Japan, manufacturing and selling some of the most distorted expensive chair replicas of the 1920s and 1930s.” 18

The Red and Blue Chair is a chair designed in 1917 by Gerrit Rietveld 57

Insights & Needs Identification

Papanek Victor (1973, p.53) also mentioned that “Although specific items affected by a particular fashion may only cause a brief trend, this trend has never stopped. In the late 1960s, it was a cheap inflatable transparent plastic pillow with dots pattern. It was small enough to be folded and put in a pocket, and was once sold to thousands of college students. In 1983, these pillows were popular in schools and homes again. These transparent plastic products should not exist at all because they are not breathable. The application of plastic shows that humans have sacrificed other functions of pillows for superficial visual entertainment. Imagine how frustrating it can be when a romantic episode is interrupted by a sudden explosion of inflatable pillows.�19 With the new material appear and the advance of manufacture, everything might become possible. When everything becomes possible and all the limitations disappear, design might easily become a never-ending search for novelty. At the end, its newness-for-the-sake-of-newness would become the only measure and the goal which is design-for-design.

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The Experience Economy era

People believe that current consumption pattern and cultural phenomenon promotes economic growth.

However, the economic losses from environmental damage are not taken into account. The lack of awareness of the impact by it, might cause great damage to the natural environment and human well-being. Though time, the problem might build-up and post a greater threat to us.

In the future, would product(things) be nothing more than an approach to carrier of experience, and a toxic for the earth as well? Follow this trend, is it a future that truly good to us?

Are we designing a right thing?

Are we consuming in right way?

<<Speculative everything>> (2013) 59

60

4

Final design direction for Capstone 2

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Final design direction

Final design direction for Capstone 2

Infection / virus Series

â&#x20AC;&#x153;what ifâ&#x20AC;? all of the physical products are nothing more than an approach to carrier of experience in the future?

In the future, the product might be experience driven.

Some situations that can be expected are that during the transformation of this product positioning, there will be a large number of products with extremely short life, low usge but harm to natural environment in the production process. Therefore, the trend of product positioning is well worth our reflection and consideration.

This trend might like a virus that infects all physical products Only a medium provides the experience .(toothbrush, tableware)

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Infection / virus Series

Target: millennials, designers Design a non-functional products / Defunctionalized series that simulate a world full of non-functional products / Defunctionalized product.

Implant the cognition to the people. Catch up the consumption pattern and cultural phenomenon of people including pursuit of vanity, feeling of freshness, consume for fun and social identity. To let people has a thought about that if product(things) might become nothing more than an approach to carrier of experience, and a toxic for the earth as well in the future. Follow this trend, is it a future that truly good to us? Are we designving a right thing? Are we consuming in right way?

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Final design direction

Classify and highlight core factors

● ●

Behavior

● ● ●

Culture

Mental

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● Smart phone addictive ● Buying goods excessively ● Buying without a plan ● or a budget ● Recording things Chasing the trend / new things

● ● ● ● ● ●

Sharing culture Personal image building Recording things The pursuit of social image Chasing the trend / new things Lack of future planning

● ● ● ● ● ● ●

Consume for fun and pleasure Celebrity worship The pursuit of social identity Care about what others think Desire for social identity Vanity Herd behavior

Share happiness Want become need Social virtualization Consume for social identity Impulsive consumption

● ● ● ● ●

●

Pay for release the stress

Numerous social software Able to use on different devices Social platform Easy to share things to other social media (A way to connect with other product) Product use diversity

● ● ● ● ● ●

Large product circle and scale Rise in product innovation Veer away from tradition Practical function was faded Short product life Higher product replacement rate

Infection / virus Series

Human well-being

Impact

Design industry

Natural environment

Lead to depression ● Working longer hours ● Less time with family, friends, and community organisations ● Incurring punitive levels of debt

Design for design ● Over production

● ● ● ● ●

Mass of bicycle scrap Recycling problem Industrial fertilizer in manufacture Place heavy demands on Earth's natural resources Carbon footprint

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Final design direction

Design approch clarifying Object selection Aroused echo

Daily supplies

Public facilities

Installation

Art piece

66

Product

shoes, cloths, toy

Infection / virus Series

Approach Satisfaction

Playful, visual

???

novel

Vanity

New element in Rareness old things

Remove original function, adding / transform to...?

Which part?

Herd behavior

Hottest topics

???

67

Final design direction

Example: Toy to public art, Form play to see

Deliver visual experience from playing experience by magnified the Rubber duck.

Rubber Duck

by Florentijn Hofman 68

Infection / virus Series

Approach

Object selection Aroused echo

Satisfaction

Daily supplies

visual

Public facilities

Installation

Art piece

Product

Well known Toy

novel

Vanity

New element in Rareness old things

Remove original function(Play)

Limited display time.

Only several

Herd behavior

Build up social image

Able to filmďź&#x152; Hottest topicsďź&#x152; Free

Adding visual value Transform to art piece

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Final design direction

Example: Using A Product to deliver B experience The first priority of this tableware is offering Playing and interactive experience. Eating become the second priority.

DINING TOYS

by ROXANNE BRENNEN 70

Infection / virus Series

Example: Adding aesthetics element First produced in 1990, this squeezer is as controversial as many of Starck's other designs. Some say it doesn't work very well and makes a mess of the worktop. Others celebrate it as a piece of form over function. Whatever your opinion, it now ranks among the greats of modern design with a place in the Museum of Modern Art in New York, which means that it's a work of art in your kitchen.

Juicy Salif Lemon Squeezer

by Philippe Starck 71

Final design direction

Example: Adding decorative value by changing temperature information reading experience When the thin metal rods cross each other as the temperature rises, and they stand upright as it is as the temperature drops, so that the change in temperature is visualized without relying on character information.

Thermometer

by Hiroaki Nishimura Design Inc. 72

Infection / virus Series

Example: Adding aesthetics element It is an air purifier that the Voronoi shape on the charcoal surface adopts the structure called â&#x20AC;&#x153;porousâ&#x20AC;? which absorbs and adsorbs dust and pollen. It adsorbs fine dust on the surface and cleans the air. Metallic bodies are not likely to rot and can be used many times by washing with water.

Porous Air Purifier

by Hiroaki Nishimura Design Inc. 73

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5

Reflection & Evaluation

75

Reflection & Evaluation

Reflection & Evaluation Th ro u g h t h e re s ea rc h t h e re i s numerous useful, comprehensive and interesting discoveries. In the beginning to the half part of the research, the product element that in future was considered to be some fixed specific physical element.

For example, it should have 5G function, IoT function, etc because of the trend in technology. However, it was discovered after completing the entire research process, which is the product should be affected by humanities element. The research

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being conducted involves different categories including physical product, virtual product, consumer behavior, lifestyle. Most of the humanities fact are connected.

Further, those problems might become serious nowadays, and no signs of getting better.

Reflection & Evaluation

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6

Research design and method

79

Research method

Research method Reading book Reading article Research on Ted talk Research on internet Conduct a survey Secondary interview

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Desk research/pilot study

1) Desk research/pilot study Dunne, Raby (2013) indicated that, critical design is able to change the values, beliefs, attitudes and behaviors of people.20 Related to the aim, it would be good to use the methodology in critical design. Generally, critical design has a certain degree of functionality. It can inspire the thinking of people about realistic and complex issues when they interact with it.

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Research method

2) Survey (36 Participants) Basic information 1.

What is the age group of you?

(5.6%) Age. 11-17 (94.4%) Age. 18-28 2.

What is your gender?

(66.7%) Male (33.3%) Female

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Survey

Verification of the discoveries in consume pattern: 1.

Do you think that frequency of peopleâ&#x20AC;&#x2122;s buying is increasing year by year?

(83.3%) Agree (16.7%) Disagree 2.

Do you think that people use consumption as a means of showing their financial resources?

(86.1%) Agree (13.9%) Disagree 3.

Do you think that people will buy for fun?

(92.7%) Agree (2.8%) Disagree 4.

Do you think that people will consume for enhance social identity?

(94.4%) Agree (5.6%) Disagree 5.

Do you think that people will consume for sense of freshness?

(97.2%) Agree (2.8%) Disagree 6.

Do you think that people will be affected by stars to buy specific products?

(86.1%) Agree (13.9%) Disagree 7.

Do you think that the above situation is a common things in this era.

(66.7%) Agree (33.3%) Disagree

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Research method

Verification of awareness about the impact in consumption pattern: 1.

Do you think that frequent consumption will bring benefits to the economy?

(83.3%) Agree (16.7%) Disagree 2.

Have you thought about the impact that frequent consumption will have on the natural environment?

(58.3%) Yes (41.7%) No 3.

Do you think that the general public is fully aware that frequent consumption will cause damage to the global environment?

(11.1%) Agree (88.9%) Disagree 4.

Do you think that companies will make overproduction in order to satisfy the desire for consumption of people to obtain benefits?

(94.4%) Agree (5.6%) Disagree 5.

Do you think that from a business perspective, the common practices of design for design will appear in order to satisfy the desire for consumption of people to obtain benefits?

(94.4%) Agree (5.6%) Disagree 6.

Do you think that general public is aware of the negative impact of frequent consumption on the design industry?

(13.9%) Yes (86.1%) No 7.

Have you ever thought about that Human well-being might affect by consume frequently?

(30.6%) Yes (69.4%) No

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Secondary interview

3) Secondary interview – People who Living paycheck-topaycheck Sunday report (2019) indicated that according to a survey, one in every four young people in Hong Kong is " Living paycheck-to-paycheck " which means they spend as much as they get every month and run out before the end of the month.21 Interviewee – Wing (age.24) Living paycheck-to-paycheck for buying Pay for happy, pursuit of freshness, herd mentality, unplanned consumption, impulsive consumption, lack of future planning. Desire of consumption are accumulated step by step while school life. Release of consumption desires during working period. It is also the opportunity for excessive consumption. Finally, more wanton consumption when she learnt more brands.

A financial company interviewed 500 Hong Kong young people in 2018 shows that 20-28 years old 25% are moonlight. The reasons that they can't save money is eating in the restaurant, shopping, travelling, low salary.

Random street interviews:

A: Generally, our consumption

concept is we consume how much we have. We have thought about managing money, but it is difficult to us.

B: I will save without a plan. When

I have money left, I will save it, but I won’t save it intentionally. Also, there is no specific amount of money that I want to save.

C: Low income is one of the difficulties. Further, the monthly expenditure is too much.

Often used

Unused 85

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References

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Yron, S. M. (2017, April 21). Bold, beautiful, iconic British design. Bold, Beautiful, Iconic British Design. Retrieved from https://edition.cnn.com/2017/03/27/europe/gallery/great-british-designs/index.html 2

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MacKay, J. (2019, April 5). Screen time stats 2018: How your phone impacts your workday – RescueTime.

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Retrieved September 28, 2019, from https://knowledge.wharton.upenn.edu/article/illusion-not-quality-thetransformation-of-the-luxury-niche-into-a-global-mass-market/.

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Baker, J. A. (2016, July 9). The good and bad sides of consumerism. The Straits Times. Retrieved from https:// www.straitstimes.com/opinion/the-good-and-bad-sides-of-consumerism 12

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Yau, E. (2018, May 16). Hong Kong’s bike-sharing industry due for a shake-out, with six start-ups burning money and public opposition mounting. South China Morning Post. Retrieved from https://www.scmp.com/ lifestyle/article/2146192/hong-kongs-bike-sharing-industry-due-shake-out-six-start-ups-burning-money 15

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Pine II & Gilmore (1998). WELCOME TO THE EXPERIENCE ECONOMY. Harvard business review, 98407 3.

Papanek Victor (1973). Design For The Real World Human Ecology and Social Change. New York: Bantam Books.

18

Papanek Victor (1973). Design For The Real World Human Ecology and Social Change. New York: Bantam Books.

19

Anthony, D & Fiona, R (2013). Speculative Everything: Design, Fiction, and Social Dreaming. Cambridge, MIT Press 20

月光族 星期日檔案 . (2019, January 20). TVB Retrieved from http://news.tvb.com/programmes/sundayreport/5 c4accb2e6038335293c5eb1/%E6%9C%88%E5%85%89%E6%97%8F 21

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