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group ethics form Amy Allton Katie Bingham Amiee Littlefair Holly Riddington Gina Solanki

one step ahead

team name

Amy Allton

word count with quotes: 1884 word count without quotes: 1815

Katie Bingham

word count with quotes: 2593 word count without quotes: 2186

Amiee Littlefair

word count with quotes: 2424 word count without quotes: 2113

Holly Riddington

word count with quotes: 2197 word count without quotes: 2124

Gina Solanki

word count with quotes: 2090 word count without quotes: 1923


word count with quotes: 11,188 word count without quotes: 10,161

contents introduction 9

incentive scheme




place & promotion




marketing strategy




methodology 13 market & macro trends 17







phone & computer app

trine world











n o i t c u d o r t in H OLLY RIDDINGTON O




introduction “Fatigued by traditional marketing messages, people are far more likely to get involved with a cause they connect with. So brands are increasingly investing in projects, not campaigns, to show what they stand for and encourage a more meaningful connection with audiences. As part of this refocusing of consumer relationships, brands are also starting to provide services rather than simply products. The promotion of well-being and motivation of consumers to become healthier is high on the government’s agenda and part of many businesses’ long-term strategies. Selfmeasurement as a tool for improving our behaviour is becoming more and more popular, with SelfQuantifiers such as Michael Galpert proclaiming ‘One cannot change or control that which one cannot measure.’ ” ( magazine, p16, June 2011)



This report will be exploring the concept of inactivity by answering a brief set by the company Unilever. Unilever is one or the world’s leading multinational companies, owning over forty well known brands. The company is seen to be highly successful with a good reputation in the creation of the highest possible quality of products. It has gained a loyal customer base and a strong brand identity which customers can easily understand and relate to. Unilever believes that making small steps can lead to a big change bringing everything closer together by creating a utopian way of living. This is promoted through the use of the five levers of change created by the Lever Brothers. Each of the five levers of change will be covered to create a successful product that fits into Unilevers’ brand values. Make it understood; consumers need to clearly see the benefits. Make it easy; with the use of simplistic technology and syncing options. Make it rewarding; create an incentive for consumers to work towards. Make it desirable; a fashion led item with a functional purpose and make it a habit; an enjoyable item that can be worn every day. This report will be investigating the creation of a new wearable device that will focuses on turning the inactive user to the active user, by unobtrusively logging their activity and reporting the data to a software device. By thorough research a marketing and promotional strategy will be offered to communicate the launch of the new product and connect it with its target consumers. Along with this an application, website and community will be created.



y g o l o d o h t e m AMIEE LITTLEFAIR


methodology To ensure a successful launch for Unilevers’ new product, primary and secondary research was carried out. Various different methods were used to get a wider perspective and understanding of the market that Unilever is about to enter, the consumers that are about to be targeted and products that would become possible competitors. Initially, finding out what the public’s perception of inactivity was the most important to achieve this, two sources of primary research was conducted. A week’s day in the life diary of Amiee Littlefair was recorded showing every aspect of movement and along with this (FIG. 1) on street interviews in Nottingham was also conducted. (2nd November 2011) A range of people from different demographics were asked what they thought about inactivity; from these findings an overall opinion and definition of inactivity would be found. Finding out the consumers’ current perceptions could be imperative at later stages and the opportunity may arise to challenge their views. Further primary research was carried out by capturing street style photography (2nd November 2011) this was to acknowledge any trends that our consumers were already aware of and what they were happy to wear on their wrists. As in any market, competition is tough especially when launching a new product, so visiting various stores across the market segments was essential. Store layouts, advertising, customer service and creativity within merchandising were just some of the aspects that were recorded whilst visiting stores across the city. In the form of primary research a survey was created (7th November 2011) this was to get to know the target consumer a little more. This was executed by random sampling and sent as a viral link on the internet to various areas across the globe. Opinions and information from a wider demographic were gathered, instead of just looking locally. In addition to this form of consumer research, focus groups, (8th November 2011) interviews (1st December 2011) and observations of the target consumer within their working environment (24th November) were arranged. (See appendix)

FIG. 1

The internet was found to be a useful source when gathering secondary research using websites such as Mintel, WGSN and Creative Club. Books and magazines were also used as sources for inspiration, as well as using them for reading about competitor’s downfalls. Trend research took place at designer forum where an insight of what was expected to be seen in the future markets and design aspects that should be taken forward to this new product.



FIG. 2

FIG. 5

FIG. 3

FIG. 6

FIG. 4

FIG. 7

t e k r a m

s d n e r t o r c a m &

market & macro trends Successful results and intelligent outcomes from primary and secondary research were imperative for the success for this product. There was a need to look further into the market and the macro trends. The primary and secondary research methods were used to ensure that the information gathered was sufficient enough to validate taking it forward to our design and marketing processes.

FIG. 8

When conducting primary research, a number of people were asked questions about what they wear on their wrist, as well as the emotional attachment involved with the wrist piece. From this research a trend emerged, with many people saying that they do have an emotional attachment to what they wear on their wrist, the pieces become sentimental. From the photos taken, we noticed a trend emerge with the consumers liking to wear multiple bracelets, which is another crucial trend taken forward into our design process.



Secondary research concluded that consumers in society today are always looking for technological advance, they follow trends and are always looking for the best products and services within each field. To set the product to be launched aside from all other products in the market, the aim was to create a fashion led item, with a strong functional purpose. Secondary trend research was conducted at the Emtex Designer Forum and WGSN, from which crucial trend information was found and taken forward into the design process. Both technology trends and fashion accessory trends were looked at, in order to establish a solid product worthy of the market. The use of mixed materials was a popular trend, in particular, leather and metal and also the use of a neutral colour palette. The main factors taken forward from trend research was the importance of product being unisex, with the option of personalization. This makes the product more appealing to a larger range of consumers, but can still give the personalization, and sentimental attachment with the accessories added to the bracelet.

FIG. 9

In terms of technology, current market research was undertaken to highlight the products competitors. Their design faults and strong points were noted so that these could be used to aid the design process. Effectively, their bad points would become the products good points. Looking at products on the market currently, finding out the competitors and analysing them were crucial in the design process of the product to be launched; looking at the competitors design faults, and ensuring that they were the strong points within the new product, gives the edge over competitors. From the research, taken forward was the need to have an interactive app and website, making sure that the user experience is enjoyable and easy. Many of the new products competitors’ software had user issues, and this is a major put off for consumers, for example, JawBone’s UP had no links back to the homepage, making it hard for the consumers to navigate.



The product itself must have sufficient technology to make syncing the personal data from the bracelet to the software in a simple way. As a bracelet that has to be worn on a day to day basis, comfort is a major issue. Consumers will not keep on something that is uncomfortable during the day. It has to be discreet, and fit in with office workers daily routine.

“In science, politics, medicine and many other spheres, data is routinely collected to fine-tune performance. The realm that has so far evaded the cult of numbers is our personal lives. The idea of someone keeping spreadsheets of data on their mood, health, diet, physical location, personal productivity and sleep patterns might in the past have attracted a certain amount of scorn That is changing and fast, if the self-quantifying vanguard is to be believed. Smartphones are already packed with sensors, from cameras and GPS to accelerometers and gyroscopes. A growing range of cheap consumer gadgets aimed specifically at self-trackers is being launched, such as the Zeo, which monitors sleep cycles, and the fitbit, which measures physical activity and estimates calorie burn.� (Fleming, N. 2011: Online)



The quantified self is a new development in self tracking trends. It is a forum of users and tools who all share the same interest in measuring their daily activities to gain self knowledge. They all communicate on an online forum and blog, where people track and communicate their progress and findings within their life and compare it with other users. These new developments with technology in order to track and measure is forever evolving and because of this, it is imperative to look at upcoming trends within the data and technology industry to stay on the same page as the consumers. Products and services today within technology are evolving fast, because of the convenience that they bring to our everyday life, in a lot less time. For example the ‘Find your phone’ App, enables you to track the last time you used your phone, and its location from that via GPS. Its quick and easy, and very consistent in helping consumers find their phone- a lot better than re tracing your steps! The product to be launched is a perfect product for the quantified self consumer, giving the user the ability to wear a wrist worn device measuring inactivity, in a subtle and fashion forward way, unlike current competitors. The quantified self is a good opportunity to showcase the product in the self-tracking world.

With Unilever being a very large international company, with a diverse range of companies and products under its Brand, Unilever wants to reach out into a new market, offering the wider consumer a wearable device that appeals to the inactive consumers, as well as the active consumers. In order for the product to be a suitable and innovative idea, with forward thinking and creative design, it was necessary to carry out research of the market, the consumer, and trend to bring forward into designing the final product. The aim was to achieve a unisex, marketable product that suits the everyday office worker, which stands out from the competitors on the market. The new product has been influenced by the relevant research conducted, with the design accomplishing the aim of the brief. The product is aesthecitcally pleasing to a wide consumer segment, because of the ability to choose your personal touches to the product. The product works well with the concept behind it. The technology involved, with the fashion based exterior works in co-operation with each other to create a strong product which is new and innovative. Overall, the product is a successful design, with the potential for expansion both technologically and aesthetically, which can grow within time. As a product currently on the market it has great potential to adapt to sell to a wide range of consumers both in the present, to continue in success in the future.



r e m u s n o c



consumer Extensive research went into choosing the correct target consumer for this new inactivity product. Finding an audience who would be most interested and feel an actual benefit from the product was also essential. From speaking to the public about the topic of inactivity it was found that a large proportion of people believed that they led an active lifestyle because they either visited the gym regularly or completed various other exercise activities.

Focus Group

Rachel: ”Exercise.”

“What would you associate with active?” (Littlefair, A. 2011, Interviewer.)

Sophie: “Exercise 3 times a week.”

Catherine: “Going to the gym every few days.” Greta: “Raising your heart rates.” (Focus Group Attendees, 2011)

When it was explained to them that completing these activities did not necessarily mean that they had an active lifestyle, the majority were shocked about their sedentary time. Knowing this information, the target audience was chosen and named ‘The Desk Worker’. Within the working environment of today offices are often made up of both male and female staff with a quite evenly split between them depending on the nature of the business. (Mintel. 2009: online) The Desk Worker a group of consumers both male and female aged between 20-35 years old. They are typically successful consumers within their work force, with a dream of working their way up in the company. Understandably within the working environment it consists of many different demographic ranks. The aim is to target the C1 / D demographic level; this includes lower middle class to working class consumers. With a busy social life, being active is not always first on their agenda; juggling coffee with friends, family time and relaxing after a busy day often seems to crop up first. The worried worker Paul and conscious commuter Krishna have shown an insight into their lives. (See Consumer Profiles, FIG and , see ful interview in Appendix). With them both being tech savvy, owning an inactivity product would be an interest to them, along with being a great help and benefit into their busy working lives. The product will become an aid to keep them feeling that they are on top of their fitness regimes.

“I sit at a desk all day... I’m going to get fat”. – Krishna Pancholi (consumer interview) “I don’t work out as much as I should I suppose; I’m still health conscious though.” – Paul Richards. (consumer interview)



FIG. 10



FIG. 11


25 25

This new product would be most beneficial to The Desk Worker as it will remind them that it is important to be active throughout the day as it is after work. When choosing this group of consumer it became evident that changing the amount of hours worked throughout the day could not possibly be changed to suit each individual consumer. It has also been highlighted that a certain activity cannot be expected to be completed at a specific time. This also applies to those who travel to work via car or public transport, as well as those who spend a large proportion of their time attending meetings. It has been noted that these individuals cannot drop their everyday activities but by wearing this unobtrusive product on their wrist encourages them to take breaks within their sedentary time more frequently. Moving for a glass of water or going to the printer could be counted as an acceptable amount of movement as this raises the heart rate. A survey was conducted (see Appendix) and sent out to various offices across the world, this was mainly to find out working hours, break times and the working environment. One of the main points that were found whilst analysing the results was that 90% of consumers spend the majority of their working day at a desk getting up minimal times. (Survey Result. 2011) Although this was an obvious and inevitable figure, it was important to investigate the actual movement around the office. (FIG. 12) shows this result. This as a result has many health risks to our consumer that many were unaware of. For example it is not healthy to be sat down all day and can cause cases of “arthritis, diabetes and severe back problems”. (HSE. 2011: online) This highlights another benefit to this wrist wear product as it will slowly help to deter these health problems.

FIG. 12

Professor of Health Behaviour, Neville Owen has recommended that within a work place ‘a 1 - 2 minute break should be taken every 20 - 30’ (Owen, N. 2011: Unilever brief) to avoid sitting for a long period of time. To observe whether this recommendation could be applied to an office environment, the Evening Gazette offices located in Middlesbrough were visited. Employees James, Sue, Jade and Anthony were observed for the day to assess their movement pattern. Looking at the desk movement trackers in (FIG. 13) shows their movement throughout their day and in each of the cases shown the recommendation made by Neville Owen has not been applied. The orange highlighted areas show the times where each member of staff exceeded the recommended 20 minute sitting period.



FIG. 13

As a result of this visit and further analysis of the survey results, 66% of desk worker staff felt that they would benefit from this regular break. (Survey Result. 2011) However their busy lifestyles require a reminder throughout the day as time quickly passes by. (FIG. 14) shows graph results. Knowing this information this should be applied to the final design of the new wrist wear product answering the consumer needs and a brief requirement.

FIG. 14

Gina Solanki (Interviewer) - ‘It’s recommended that a 1-2 minute break should be taken every 20 – 30 minutes, If your boss told you to take on board this recommendation to remain healthy work force, would you follow his/her advise?’ Krishna Pancholi (Interviewee) - Every 20 minutes!? That often? [Gina nods] Erm, [pause] That would be nice I suppose but I would probably forget to be honest, when you’re really busy, the time flies by, before you know it, its lunch time and then the end of the day. He would have to come and remind me to get up and I’m sure he wouldn’t do that.



“A recommended 1 - 2 minute break should be taken every 20 - 30 minutes�

t c u d o r p AMIEE LITTLEFAIR




tr ine Three, Trio, Tri, Trine. The word meaning a set of three, or a triad. Trine bracelets measure three things; stress, sleep and inactivity. Trine focuses on measuring inactivity, trying to create new habits and less about getting a person to do more exercise. It is advised to have a 1 or 2 minute break every 20 to 30 minutes, found from research carried out by Neville Owen, 2011, on sedentary behaviour. Unilever cannot sell products that have adopted the placebo effect, meaning a product that has no scientifically proved benefits or measurable success, i.e. if people believe in something then they may feel better physically and mentally themselves. Trine is it’s own brand, for Unilever, part of a global brand with a loyal customer base. The community of Trine, quality of the product and great, friendly service will thrive in the current market place. Trine is a fashionable product and its properties allow it to be mainstream and popular in the mass market, similar to other products by Unilever such as Lynx and TRESemmÊ. Trine alerts the user in different ways using two types of subdued nudge, as not to annoy or irritate the user. Firstly, Trine makes the wearer aware of the length of time that they have been inactive for, secondly, reminds them when it would be a suitable time to go to sleep and finally, it informs the user when their stress levels are high.



FIG. 15

Three tessellated triangles make up the fastener and they contain the technical elements of the bracelet. There are three basic leather straps to choose from, one thin, one thick and one plaited. The Trine bracelet can be personalised and individual to each buyer. Separate ranges of attachable accessories are available to customise the bracelet in various sizes and styles. Anything from silver or gold chains, safety chains, different coloured triangles to a variety of coloured coatings for the leather strap will be available, which adds a personal touch to each individual Trine bracelet. After having been personalised, the bracelet becomes a trend led and fashionable item however can be discrete enough to be worn at work or more formal occasions as the additional chains can be removed to reveal just the leather strap. The personalisation ensures that this product will not be a throwaway fashion fad like high fashion trends but it will continue to gain popularity similar to Pandora. The Trine bracelet will be very comfortable to wear and is very appealing to the targeted unisex consumer market. In order to create an emotional attachment with the wrist worn product, similarities to festival bands that correlate with a certain memory, and trends



such as multiple bracelets and bands have been adopted. The durable leather strap holds a range of qualities; leather improves with age. New leather may be attractive and firm, however well-worn leather has a soft and supple feel that comes with age and by the time this has been obtained, an emotional attachment will have evolved with the bracelet, making it a highly sustainable product. The Bracelet is as discrete or as elaborate as the user makes it. The leather will be treated making the bracelet water and stain resistant and the triangles are sterling silver and waterproof up to 5 meters. The battery is also detachable, sliding out of the device when it needs to be charged giving the wearer the option of keeping the device on at all times, even when in the shower and during charging. A care pack comes with each Trine, giving the user is given the opportunity to take care of his or her bracelet ensuring maximum quality. The middle triangle has two fastener plugs along with a magnet that help to ensure that the bracelet will not fall off and the different sized straps ensure that the bracelet is always tight to the skin in order to record pulse rate and also so that it doesn’t get in the way. As Trines target consumer is the office worker, Trine bracelet is tight to the skin, benefitting the consumer at work as it would not interfere with their keyboard or mouse.

fashion a more healthy you promoting a healthier you not a fad but a lifestyle healthy fashion FIG. 16

The starting price of the Trine product, including the charger, app software and choice of a strap will be an affordable £45. The add on chains will start at £15 for a basic silver chain. New edition and limited edition could be a possibility for expansion for this technology savvy brand. Evolving from slogans such as ‘fashion a more healthy you’, ‘promoting a healthier you and not a fad but a lifestyle’, Trine’s slogan finalises as ‘Fashioning a healthier you’ which relates to each aspect of the product. Firstly, the Trine bracelet is trend driven, promoting the latest styles. Fashioning means to give a particular shape or form to. ‘A healthier you’ shows that with this product, an attempt can be made to accomplishing a healthier lifestyle by it’s unisex consumer. The product as a whole is an engaging new wireless technology, using an up to date app and futuristic designed packaging.




Trine measures:


When the wearer has been sat or has been sedentary for 20 minutes, Trine will vibrate using a vibration motor, reminding the user that they should consider the possibility of having a 1 or 2 minute break as Neville Owen said, ‘People who stand up and simply move around more have healthier blood fat and blood glucose levels than those whose sitting time is not broken up by these transitions.’. If and when this alert is ignored, a green L.E.D light (meaning GO!) will flash every 30 seconds, similar to when a blackberry alerts the owner of unread messages. The device will learn the times of days and which days in particular when the user is most inactive/active and how long those periods last. Tracked with the precision motion sensor and the pulse monitor, the users activity levels can be accurately measured and evaluated.


There is a sleep mode switch on the top of the right silver triangle. When turned on to sleep mode, the device recognises that the user is asleep, rather than being inactive. The band will then automatically track and record the quality, amount and also recognises the users natural sleep cycle. Trine measures sleep with a precision motion sensor. When the device becomes accustomed to the consumers natural sleep cycle (a 24hr test run should be allowed), the L.E.D light will flash blue to advise the user of a suitable time when their body should have or is likely to need sleep.


Finally, Trine measured stress, recording the times at which the user is most stressed and will make them aware of the locations that influence their stress levels the most, similar to how Mappiness measures happiness levels. The device has a pulse monitor to calculate heart rate, which can also monitor stress levels. The L.E.D light will flash red when stress levels are very high which cautions the user of their high stress levels, advising them to take a break from whatever they are doing.

Sleeping problems are quite often symptoms that are strongly influenced by the amount of sleep a person gets. Sleep is crucial to promoting proper brain function and sleep deprivation will diminish mental performance. Stress can affect proper sleep. A study on animals shows that sleep dramatically enhances changes in brain connections during a period of early development.

Researchers at the University of California, San Francisco, examined the effect of sleep on brain plasticity in young cats that had just experienced an environmental challenge. The animals that were allowed to sleep for six hours after the stimulation developed twice the amount of brain change, compared to cats kept awake afterward. “This is the first direct evidence that sleep modifies the effect of environmental stimuli on the development of new brain connections,” said Marcos G. Frank, Ph.D. (Frank, G. (Ph.D) 2004: Online) These studies show how closely sleep stress and productivity are in more than one way influencing each other.

34 34


Using its technology similar to iCloud by Apple, all of the data that is collected will automatically synchronise wirelessly with the bracelet to the app when connected to Wi-Fi, which will then be available on both the users smart phone and Mac or PC. Full privacy of your data is ensured unless the consumers enter themselves into the Trine World competitions and challenges. The 3.5mm plug allows the bracelet to be sleek, discrete however it still holds powerful technologies that make the device easy and effortless to use. This was a major drawback of Trine’s closest technical competitor, making Trine a great competitor with this technical advantage. Once the data is collected, on either of the apps available, the user can check their sleep, inactivity and stress levels. Each user can use their Trine accordingly as some people may just want to monitor their lifestyle however some may want to change or improve the current lifestyle led. Sleep, stress and productivity are all influenced by each other. Through monitoring the users sleep, the device can help the user to improve their sleep routines. Sleep is also crucial in order for the consumer’s brain to function properly, which in the long term can make them less tired, and therefore more active during the day. Animal studies suggest that sleep deprivation increases stress hormones, which may reduce new cell production in adult brains. If Trine can help the user improve their sleep cycle, then their activity levels and stress levels will simultaneously be influenced at the same time. Trine can help the user realise that their stress levels are high in situations where they do not realise, therefore ushering the user to take a break from whatever it is that is making the stress levels high. Again, indirectly influencing sleep and activity levels as it is said the more stressed you a person is, the less you are able to sleep influencing your productivity during the day. This can go around in a vicious cycle, getting worse as time goes by. If the user effectively takes note of and therefore take the alerts direction. Put into practice, these three things can change any person into a healthier more attentive and productive person, without changing their diet or even exercise.



FIG. 17





packaging Trine’s packaging will be “a promotional tool in its own right” with it’s clear message and logo displayed on the box and bag. “Most bags are discarded once the product arrives home” Trine aims to be different. (Jackson and Shaw. 2009: Mastering Fashion Marketing) The consumer’s first in-store point of contact with Trine will be seeing the triangular shaped boxes on the shelf or stands. The shape of the packaging will allow tessellation of the products, creating an attention grabbing visual for the passer by. As only specific sides will be on view, the consumer will want to pick up the product to find out more.

FIG. 21

FIG. 22

The main use of black and orange help the logo to stand out and will remain a consistent colour throughout. The use of different coloured triangles represent the different factors that Trine messages and the actual box will be more than just a throw away item that is forgotten about once discarded. It will split in half and will comprise of two parts. The top half (FIG 21) has a transparent film or acetate section that creates a window for the product to be seen through. The logo will be printed on this piece of film so that Trine is very slightly obscured from view. This will generate more interest around the product when the consumer picks it up off the shelf. This half of the box will also serve as a charging station for Trine. A standard sized plug (FIG 22) will slide down the back of the box, (FIG. 24) click into place and then fit into a plug socket to charge Trine’s small detachable battery.

FIG. 23



FIG. 24

FIG. 24 shows what the text on the back of the box describes and what it contains:

“The latest fashion item with a functional purpose. The customizable bracelet that allows you to monitor your stress, sleep and inactivity levels, aiming to improve your working day. Contents include: Bracelet, App installation CD, Plug, Care Booklet” The bottom half of the box will contain a care booklet (FIG. 28) that helps to keep Trine in optimal condition. The care booklet will also contain a QR code that allows the consumer to download the application software directly onto their phone. Technological advancements mean that this can be done as soon as Trine is purchased, so the consumer is instantly connected with the brand. Remaining coherent with the brand’s identity (Jackson and Shaw, 2009) the bag is designed with the same colours and logo (FIG. 25). The triangles in the creases of the bag add some colour and fun to otherwise simple design. Trine is sophisticated but customizable, catering to the consumer’s individuality.

FIG. 25

FIG. 26

FIG. 28

FIG. 27



phone & computer app Applications or ‘Apps’ have become very important platforms in the world of technology over recent years and the rise in their popularity has been a significant increase. The word ‘application’ has become a fixture with smartphones such as the Android or Blackberry, but the one that hosts the largest array of apps is the iPhone. An article on the ‘Mobile Movement’ by Google, explains the facts and percentages of how often we use our phones and what we use them for. ‘44% of us go to bed with our phones within arm’s reach, 65% use them to kill time while travelling to work and 91% are on smartphones during downtime in the workplace’ (Gstatic. 2011: Online). Another quote taken from this article talks about the smartphone becoming the ‘ultimate shopping companion’ and ‘transforming us into more savvy consumers’. ‘45% of us use them to help with shopping, and when visiting stores, 28% are on smartphones looking for inspiration with 15% using them to evaluate products’ (Gstatic, 2011: Online). The smartphone has revolutionised the way in which we communicate through to people and also access information on the go. Most people when using their smartphones are shown to be on social networking sites, like Twitter and Facebook, or using the internet and applications to find out data whilst on the go. The importance of having applications for devices has risen and this quote taken from the Jawbone website shows the importance of having an application on a smartphone, “If it’s not on your phone, it’s not important. We’re approaching a point in life that if something matters to your life, it’s on your smartphone.” (Fastcodesign. 2011: Online). There are lots of different genres of applications such as arcade games, cookery instructions and newspaper articles on demand, but the type of application Trine will have, is a data profile app, that can sync the product’s information automatically so that the user does not have to sync it themselves. The device will use similar software to that of the iCloud, which automatically syncs information from your iPhone to your computer or vice versa. So, by having this software in the device, it will be able to automatically update the users progress throughout the day.



Trine will have two different types of application. An iPhone/ smartphone app is the main form of data access for the user, followed by a download from the internet which installs onto a computer for those without a smartphone. The layouts of the apps are very similar and keep to the themes throughout the product’s design process by using triangles to create the graphics. To create a consistent and recognisable brand identity, the main menus consist of many different sized triangles. They arranged in a way that has the most useful or the most important information to the user as the bigger triangles on the screen, which corresponds with the 3 factors and the design of the product. The information is clear and easy to understand and each section is clearly labeled so that the user is not hunting through the app looking for certain information. When researching the applications of Trine’s competitor’s, it was found that the Up by Jawbone application didn’t contain a main menu button, so the user has to restart the app each time they want to look at different information. By taking this downfall from Jawbone’s customer reviews and making it work as one of Trine’s advantages, a clear main menu button at the top of the screen has been adapted, which takes the user back to the home screen without them having to restart the application.

(Fig.1. Main app screen)

FIG. 18



Once the user has chosen which information they wish to view, they simply click onto the triangle that features their chosen topic and the shape will sweep across the screen to create a new page. (FIG. 19) Throughout the research process it was decided that by keeping the information as simplistic and easy to understand as possible it would help to benefit the consumer. During this process, it was discovered that some applications from Trine’s competitors were not that easy to understand and this caused a problem for the consumer. When the new page is on the screen, a drop down box will appear showing the information required. By using easy to read fonts such as Arial and Century Gothic, and by having the choice of larger fonts means the consumer can change the sizes depending on how they want to view their information. This theme is the same for both the iPhone and computer apps, but with slight layout changes in regards to the space available on screen.

FIG. 19

FIG. 20

The Trine application is there for the consumer to access their process and receive tips and advice on how to be more active, less stressed and also on how to get a better nights sleep. It aims to help the consumer make the most out of their Trine bracelet and all its functions, whilst creating an interactive and fun experience for the user. (Fig.3. Computer app screen)



visualisation of data

FIG. 20a

Data visualisation is a vital part of Trine. The information gained from all of the collected data needs to be easily understood and quick to digest for the everyday user. In true David McCandless style, there has been a ‘minimal use of words’ (McCandless, D. 2011: online) and simple graphics have been used instead. Trine measures three factors: Sleep, Inactivity and Stress (SIS). Consequently, one graphic has been chosen for each; a series of Zs for sleep, a snail for inactivity and a cartoon lit bomb for stress. These will be featured on the mobile app and/or the user’s online Trine account. Using the colours the themed colours, the images fill up with more colour the more sleep the wearer has had, inactive they have been and how stressed they are. More information can then be accessed, advising the user how to improve their results.


41 41

FIG. 29

Trine World, an exclusive online community for Trine users. This added extra is featured on both the website and application to help users keep an interest in their activity participation. Trine World offers a competitive edge creating a more game like feel to the bracelet, where users can set personal challenges and goals to achieve or set them to other trine users. Members also get the opportunity to send in their challenges, where administrators will pick one to create a challenge of the week. Linking to Trine’s reward scheme on completion of certain tasks and challenges more points can be gained and double points for the winning leader of challenge of the week. Having a leader board is another encouragement for consumers to keep on top of their activity levels as it’s not an area that you would be wanted to see lacking in. Being a part of Trine World is an optional feature of the bracelet and not all users have to join if they’re not willing to, it’s just one of the free benefits and incentives. Also featured on Trine World will be various forums where advice, trips and tricks can be exchanged.



incentive scheme FIG. 30

To encourage the consumers’ usage with the Trine bracelet a reward scheme has been devised as an incentive. This adds a higher interest for why the consumer should purchase Trine and gives the opportunity for the consumer to work towards a set goal. Seeing the wrist worn device is a reward itself, just by looking at it can encourage the consumer to stay active but having the benefit of gaining something extra for free can in return make it much more enjoyable. Brands with reward schemes in the past have been noted to have higher consumer loyalty from offering such incentives, making their footfall increasingly grow from consumers visiting and purchasing within store.

“71% of consumers increase their loyalty to a brand with the choice of offers and rewards” (Mintel. 2006, Online).

Examples of some of the most successful schemes can be seen across the market in stores such as supermarket Tesco with their club card, retail brand Boots and food chain Nandos. Trine offers a point based reward scheme; the more successfully active the consumer is within their daily routines the more Trine points that can be gained. For every recommended activity time completed, one Trine point will be rewarded. These points can then be saved over time until the consumer feels happy and pleased with their progress to cash them in. All points will be spent via voucher format; these will be sent to the named Trine user for that specific bracelet to their registered address. Vouchers will be available to spend on all Unilever products within stores running along with this incentive promotion. Unilevers’ products have been chosen for the vouchers expenditure as it not only promotes the owners of the Trine brand but the majority of Desk Worker consumer will find they use Unilever products daily within their everyday life. Having the ability to make life similar and cheaper by working on gaining points through activity is something that will appeal to not only the Trine consumer but to the mass market. This incentive will in turn work along with the online Trine World community where there is a chance for users to gain bonus points through achieving added goals and challenge of the week, leader board statuses. With this incentive scheme Trine wants to be on the same level of success as supermarket chains and petrol stations, creating an excellent service, appealing brand essence and high interest levels for consumer enjoyment.

“Supermarkets and petrol stations top the charts for loyalty scheme membership“ (Mintel. 2006, Online).




“If it’s not on your phone, it’s not important. We’re approaching a point in life that if something matters to your life, it’s on your smartphone.”

s r o t i t e p m o c

competitors When conducting the competitor research, finding as many different competitors as possible, was necessary, to give a better opportunity of creating a suitable and successful product for the wrist worn device market. An article on Nexus UK found a list of top competitors in wrist worn devices, which ranged from simple straps like the Up by Jawbone to chunky devices like the Directlife Activity Monitor. This article helped to create two different perceptual maps looking at where the device would be situated within the market. (Lexus Nexus. 2011: Online).

The first perceptual map (FIG. 31) created consisted of looking at how fashionable/ unfashionable the device was, versus whether the device could be bought online or in store. When placing its competitors on the map, it was discovered that a lot of Trine’s competitors were quite fashionable, but were only sold in one location, that being either online or in store. This then gave the chance to aim the product at both forms of selling points as to attract both types of consumer, the hands on shopper and the website shopper. Also, two of the competitors looked at were ordinary fashion bracelet brands, Pandora and Links of London. This was because the device is aimed at both the technology and fashion industries. Some devices looked at were quite unfashionable, with large bulky screens or wrist straps, so this also helped with the design process, making sure that the Trine bracelet steered away from this look.

FIG. 31



FIG. 32

These results meant that the product could be developed to fit the application into the market as something that hosts visual data to appeal to the consumer and also gives the user to interact with the apps in different ways. Whilst looking through the competitors, it was also discovered that many of the devices only had one form of application for the user to use to access their information, so by having a smartphone and a computer app, it gives the user more opportunities to access their progress.



The second perceptual map created (FIG. 32), consisted of comparing the amount of interactivity the consumer could have with the application or how non interactive it was, versus whether the information supplied to them was as visual or non-visual data. A lot of the applications looked at contained screens that consisted of large amounts of texts and graphs showing peoples progress. These were found to be quite corporate and unpleasing on the eye, something that would not attract consumers to keep updating their progress. These also proved to be lacking in interactive functions that could engage the app with the consumer. From these perceptual maps, it was found that the biggest competitor for Trine was the Up by Jawbone wrist worn device. This was due to it being a reasonably fashionable device and having an application which was both interactive and contained visual data. The only downfall on this device was due to its limited access by having it sold online only. We found that the lowest competitor was the Hitachi Life Microscope device. This was because of its limited access by being bought in certain stores only and not being able to purchase online. Also the device itself wasn’t aesthetically appealing as it was big and bulky, not attracting the targeted consumer. The application for the device was also quite disappointing. The interactive elements of the app were lacking and there is a lot of non visual data, which makes it a complete opposite of the device and application for Trine.

& e c n a l p otio m o r p

place & promotion

Trine will be sold in John Lewis, in-store and on-line. Using a range of marketing techniques, including an IMC strategy (integrated marketing communication), the use of different promotional methods are intended to enforce each other using direct marketing methods. The marketing methods will include magazines, television, PR and posters/ billboards and a range of interactive marketing strategies. Trine will be advertised in magazines such as John Lewis magazine, technology magazines such as The App magazine and Wired, women’s magazines such as Grazia and men’s such as Men’s Health. It will also be sold in work place magazines, for example employee magazines. Each different field creates more possibilities in order to target and generate as much publicity of the product as possible, to Trine’s target consumer. Trine will sponsor television programs such as the Gadget show, aiming to target the more technical consumer and is a prime time television show, which may give the opportunity to catch other targeted consumers.

The marketing strategy will include an interactive process for customers. The in-store strategy will promote this technology savvy device, creating effective publicity for the product. There will be another interactive aspect that will enable consumers to gain more exposure to the product in everyday life, on public transport. Another marketing approach that will be used is PR. Featuring in fashion magazines ‘Going Up and Going Down’ (FIG. 35) lists and ‘The Hot List’ (FIG. 36), Trine will not only be a fashion must have but will also appeal to many other consumer types. Trine will feature in articles similar to an interview Wonderland magazine did ‘with the products’ and in Wired’s Top wrist/ finger worn devices 2012. The article (FIG. 33) interviewing Trine, ‘Good Things Come in Threes’ is a fun and original way to learn more about the Trine bracelet.

FIG. 33

Bloggers are the newest, fastest growing sensation for all ages and this is a great approach of free advertising for Trine to ensure that it is made popular, noticed and then goes on to produce high revenues. If Trine was then tweeted about, Facebook pages/ niche sites created, and publicity on other social media sites then this would allow Trine to cover a lot of areas as a result and is also a free method of marketing. In 2010, it was estimated that there were 152 million blogs on the Internet, 25 billion tweets sent on Twitter and 600 million people registered on Facebook. (Pingdom, 2011) A substantial amount of public use search engines to find out more information about a new product, therefore Trines website will be top ranked in search engines making it easy for people to find. Emails could be sent to places for example workplaces, people that have shown an interest in similar products or typical aged consumers for the product.



FIG. 34



FIG. 35 FIG. 36

FIG. 38 FIG. 37



When it comes to selling a product in store, where it is sold is an important factor of the marketing. Having your product in the wrong selling environment can be a disaster for your sales, by not being able to reach your targeted audience. As Trine is a fashion led device, the product should be sold in a fashion-based environment rather than a technology based store, but the shop should still feature an element of technology within it, to appeal to this form of consumer. This is why department stores were chosen as the main form of store selling, as they have departments that feature all the needed requirements for the product, by having technology and fashion together in the store. John Lewis is one of the UK’s most successful department stores and features a wide range of products targeted at all age ranges. It is well known throughout the United Kingdom as being the store that is ‘Never Knowingly Undersold’ in its values, and holds the best features for Trine.

john lewis FIG. 39

John Lewis was chosen over other department stores as it has more room for promotion through its advertising. John Lewis is known for its enchanting and innovative television advertisements especially those shown at Christmas, that get people gripped and talking about it. They also have many different magazines associated with the brand including those which are sold in Waitrose. Their magazine, Edition, features a range of different products throughout the store including clothing, toys and sportswear which are promoted as either new products in store or reviews on items already on sale. Another form of promotion for their store is through the website (FIG. 39). The site features both brand pages and all their own John Lewis products. The site has become a very big form of sales for the store, from the high demand in internet shopping over recent years. These forms of promotion would all help to market Trine, by appealing to Trine’s target consumer and also attracting new consumers who shop in John Lewis.

The bracelets themselves will be situated in glass cabinets in the accessories and technology departments, as to give both the fashion conscious and the technology lovers a chance to experience the product. The consumers will be able to access prototypes of the Trine bracelet and also be able to customise them in store to their tastes. To promote the bracelet in store, there will be billboards/posters featured around the store at entrances, in departments around the store and at the tops of escalators so to capture the attention of consumers passing by. Each of these will have a similar attachment to that of the transport handles which feature on buses, trams and tube lines. This is so the consumer can try on the product there and then, to get a feel of the device, before they go to find it in the store.



website ‘Technology is grounded in the principle of making life easier and more comfortable. Online shopping is one of the best examples of this. With the continuous growth e-commerce has had ever since it started in the early 1990’s, it seems impossible to imagine that it won’t continue to expand as the years go by.’ (Chan,R. 2010: Online)

In society today, the Internet has revolutionized the way in which we communicate and research, as well as our consumer behaviour. These three things are imperative to our products success, which is why as well as selling Trine in department stores, a website will be created as one of the main ways to advertise Trine and buy Trine products. It will be the main place for Trine consumers to log in and track others activity progress on the Trine forum, as well as research, create, and personalize a Trine bracelet.

FIG. 40

There are many benefits and advantages of consuming online opposed to the conventional way of shopping. Having a website is the most convenient way of shopping; you do not have to wait in long queues, you can avoid crowds and negate the need to travel and park. It gives you the opportunity to shop with Trine at all hours of the day and do so from the comfort of your own home. With shopping online, the whole variety of Trine products would be available, with the choice of ‘creating your own Trine’.

FIG. 41



A website for shopping online enables consumers worldwide to purchase Trine products, instead of our target consumer being those only who can access the stores. Also for those who live in far out places or somewhere where the public transport network is sparse, this is a major advantage. Those who are disabled in some way, either in terms of not being able to walk or talk, or who are not able to see, can all shop with equal ease. The Trine website will create a community, giving consumers the opportunity to talk to each other and track progress via the Trine forum. Customers will be able to share their own personalized Trine bracelet, comparing their designs via the Trine gallery and feedback pages. The main feature of the website will be the ‘Create Your Own Trine’, with the four simple steps (FIG. 42 - 45) enabling you to do so. FIG. 42

FIG. 44



FIG. 43

FIG. 45

g n i t e k y r g a e t m tra s


marketing strategy To ensure a successful launch of Trine, an engaging marketing and communication idea is imperative to attract and appeal to the consumers. A series of communication strategies have been created to aid this process. We have developed an integrated digital marketing plan that encompasses a variety of marketing services within one campaign, which will help audience connection as well as expanding the digital footprint. Trine as a brand will connect with the target consumer audience across various platforms, whether that is a mobile, social or just online, creating a relationship and brand loyalty between Trine and the consumer. Therefore, Trine will be targeting consumers from multiple angles. This will help to build brand identity and reputation, and make Trine recognizable.

“In the last several years, more and more brands have begun to develop integrated traditional and digital marketing campaigns. Successful integrated campaigns reach not only a variety of target audiences for the brand, but also provide the opportunity to extend reach and provide an interactive experience for consumers.� (Burdoine-Lewis,B. 2011:Online)



public transport FIG. 46

“Give your target audience your product sample when they are most likely to try it, and associate unforgettable memories with the experience. Your target consumer is greeted with your product sample on the first day of their vacation. At a time when they are without their ‘stuff’ from home and will have up to 7 days to form a new habit with your brand.” (Trendwatching. 2007: Online).



FIG. 47

The idea is to replace the things held whilst travelling on the way to work, with a prototype of the Trine product. For example, the hoops in which are held on a bus, tram, or tube can be replaced with prototype Trine bracelets. (FIG. 47) By doing this, it gives the consumer the chance to ‘try Trine on’.

“Trying new things is the decadent alternative to ownership and permanency. Nothing is stopping you. Experiment. We’re obsessed with new experiences, especially those ‘first time’ ones. Our senses have been dulled – things have become too easy and boring. We’re always asking, ‘What’s new?’ ‘What’s fresh?’ First experiences often have self-transformation elements – try truffles for the first time and experience a new taste sensation; try the first truffles of the season and have the connoisseur experience.” (Trendwatching. 2007: Online). The consumer will have the prototype Trine bracelet around their wrist, and gets the opportunity to interact with the bracelet, looking at how the bracelet looks on, without having to actually purchase the product first. The consumer will subconsciously have the Trine on their wrist on the way to work without always realizing, which is how the Trine functions on the wrist within everyday life. It creates a relationship between Trine products and the consumer, making Trine as a brand more realistic, approachable and engaging with real life. On the trine prototype, there will be information available to the consumer of Trines website and the local John Lewis department store to them. When looking up at the prototype, the underneath will have the Trine website address and writing telling the consumer to find out more on Trine at the website address, or to go to their nearest John Lewis for more information. The consumers call of action would be then be to either visit the website, or to go into the stores to find out more about what they have around their wrist.

“There’s not even a ‘relationship’ anymore; there’s a cold, calculating, experienced, and demanding consumer, and there are humble companies. So introducing yourself and your products by letting people experience and try them out first, is a very civilized and effective way to show some respect.’’ (Trendwatching. 2007: Online).



screen marketing As another part of the campaign to launch Trine, it was decided to put interactive touchscreen TV screens on the outsides of the department stores that sells Trine. (FIG. 48) The TVs work as an advertisement that sells Trine and captures the consumers attention. The TVs give the consumers the chance to interact with Trine. The program which runs on the touch TV screen enables the consumer to go through the steps to ‘create your own’ personal Trine, similar to the website. It gives the consumer the chance to build a Trine that is personal to them, and they are given a personal code with their design, in which they can take into the department store to actually create and purchase. While the screens are not being used, the TV advertisement will continuously play, showcasing what Trine has to offer to consumers.

FIG. 48

By having the individual code for their personal design, it gives the consumer the opportunity to look back on what they have created in their own time. They can access their design by typing in the code either into the website, or in store, thus having the ability to adjust their design up until the point in which they decide to purchase their Trine. It creates a relaxed and an unpressurised shopping experience, and is something in which consumers can talk between themselves, compare and contrast and spread the word of the enjoyment they got from creating their own personal Trine.



television advert A large part of the marketing strategy will include a television campaign. This particular method has been chosen as it suits the target consumer. According to Thinkbox. tv “marketing body for commercial TV in the UK - People in the UK

watched an average of 18.67 hours of commercial TV a week during October (2.67 hours per day), an increase of 4.9% year on year.�

(Thinkbox. 2011: Online) Tapping into this figure around dinner times when the Desk Worker has arrived home from work will successfully market Trine. The advert will be there to introduce Trine into the consumers lifestyles when they are sat back to watch their favourite evening shows. Green Button advertising (FIG. 49) has been chosen to help the consumer gain more knowledge about the product and the brand. Green Button advertising gives the viewer the option to find out more about the product whenever the ad is broadcasted, without moving a muscle. It involves a notification appearing in the corner of the screen whilst the advert is being shown.

Barclaycard Green Button Green button campaign enabling audiences to view extra footage from the Barclaycard advert

FIG. 49


63 63

FIG. 50

The viewer can then record a longer version of the advert into their Sky box (FIG. 50 and 51) for later viewing where they will find out more about the functionality of Trine. Here they can find out in greater detail how Trine works, what it measures and how it will benefit them. Industry experts say that the ‘Green Button provides brands with the opportunity to connect with audiences who want a closer relationship with a brand.’ (West, J. 2011: Online) West also highlights the use of the Sky+ function. Consumers can now control when they want to watch material and who they share it with. Therefore Green Button advertising has the potential to be shared via word of mouth. The technology is also ‘cost effective’ and differs to being restricted to online accessibility only. Sky Media

FIG. 51

“TV as an audiovisual medium delivers entertainment and, if in doing so, a brand can encourage active consumers, as opposed to passive, it’s all the better for TV as a whole.” (Sky Media: 2011: Online)

This function is understandably only available on those televisions that run off a Sky box but as of September 2011 Sky had over 10 million television customers (Corporate Sky) allowing the television advert to be seen by a mass audience.



FIG. 52

FIG. 53

FIG. 54

FIG. 55

The television advert consists of a series of portrait images (FIG 52 - 55) of a hand wearing Trine. Each image shows the back of the hand so that the added chains, leather and string can be clearly seen. This is to show the personalization of Trine and how it can be differently designed to suit the consumer’s particular taste. There are both simple and more detailed versions of Trine and the use of male and female hands show that Trine is aimed at both genders. The images all have a pale background and fade on top of each other. The final image (FIG. 56) shows the palm of a hand and the actual Trine triangular device with the logo in the centre of the screen. The consumer is then informed that it can be bought exclusively at John Lewis and also online, on Trine’s website. This call to action ensures that the consumer knows exactly where to purchase Trine. The Unilever logo will appear in the top right hand corner of the screen to show the company’s association with the product. In the last couple of seconds of the advert the Green Button notification will give the audience the chance to find out more about Trine.

FIG. 56



consumer touchpoints

FIG. 57

“A touchpoint is defined as, all of the communication, human and physical interactions your customers experience during their relationship lifecycle with your organization. Whether an ad, web site, sales person, store or office, Touchpoints are important because customers form perceptions of your organization and brand based on their cumulative experiences.” (imediaconnection. 2011: online) Trine’s audience will be targeted from many different angles to ensure that the brand can eventually become recognized. The ultimate aim for these touchpoints is a purchase but the initial aims are to increase brand website traffic and store footfall. As FIG. 57 shows, magazine articles and advertisements, television and public transport campaigns will lead consumers to the stores and/ or website. During each stage ‘word of mouth’ and ‘word of mouse’ (Jackson, T. and Shaw, D. 2009: Mastering Fashion Marketing) will increase brand awareness, driving more consumers to the stores and buying Trine.



n o i s u l c n o c




As of August 2011, reports appeared claiming that Jawbone were offering their customers full refunds for their UP band. (TUAW and Ubergizmo. 2011: Online) On 9th December 2011 the CEO of Jawbone introduced a “No Questions Asked Guarantee” program in which consumers could reclaim their money back. (Jawbone. 2011: Online) The faults that arose from customer feedback involved a charging issue, syncing issue, bugs within the app and communication problems within the online interactivity part of the software. (Jawbone. 2011: Online). These factors have become an advantage for Trine, as they highlight problems that could appear in the future. Consequently, these features have been given extra attention throughout the design process to prevent potential problems. Trine. Three points of a triangle, three measured factors, three simple changes to a healthier you. This is Trine’s message. Trine is simple to understand. The health benefits are clearly laid out on the app, in terminology that is not filled with complicated medical jargon. This helps the consumer to feel at ease with the app and makes the small changes to their lifestyle seem more achievable. Trine is easy. Data is automatically synced so that the user does not have to think about, or be reminded to do this. Trine is rewarding. The incentives built around Trine world and the personal targets made by the consumer helps goals to be accomplished, therefore helping to create a healthier consumer. Trine is desirable. The materials used to create the bracelet make Trine stand out in the market. It is easily adapted and fits into the consumer’s everyday outfits. It can be a simple leather band or be made into more of a jewellery piece with the additional chains and leather. Trine is made into a habit. Finally the aim is for the wearer to feel “naked” when not wearing it and for it to become routine to check their progress online. These five points address the Lever brothers’ five Levers of change, ensuring that the brief requirements are met.



In the future, Trine’s brand ambition is to initially expand from department stores to independent stores. This is following the success of Pandora and Links of London’s extensions from department stores. Design elements can also be developed and enhanced with the use of limited edition chains and straps that relate to celebrations. For example a red leather strap can be released in time for Valentine’s Day and a green for Christmas. Events such the London 2012 Olympic Games allow the opportunity for more customisation. Pandora and Links both have Olympic editions, Trine has the potential to follow suit. Chain extensions are also a potential design development idea following hand jewellery trends that feature chains that link the bracelet to rings. This continued concept of personalization makes Trine more and more versatile, appealing to an even larger consumer base. Brand awareness is crucial to Trine to build and maintain sales and conversations about the product. Expanding the consumer base from national to international will help Unilever’s goal to get people to break their sedentary time up go global. Marketing strategies will then have to be developed to suit different audiences and platforms. Trine is a fashionable product that has a functional purpose. It is an unobtrusive wearable device that turns the inactive user into an active user through the use of simple software. This was the brand’s main aim, which has been met through considerate and empathetic design.



, s e & c s n n e r y o i t e h f a p r e r ust gra li l blio i b

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Fig. 1. Week in the life graph Fig. 2. Street style 1 Fig. 3. Street style 2 Fig. 4. Street style 3 Fig. 5. Street style 4 Fig. 6. Street style 5 Fig. 7. Street style 6 Fig. 8. Brown leather strap bracelet, taken from Fig. 9. Metallic Colour works, taken from Fig.10. The worried worker consumer profile (male) Fig.11. The conscious commuter consumer profile (female) Fig.12. Graph 1 Fig.13. Office observation time sheets Fig.14. Graph 2 Fig.15. Bracelet prototype Fig.16. Logo and strapline tryouts Fig.17. Technical features Fig.18. App main menu Fig.19. App ‘your progress’ page Fig.20. Computer app page Fig. 20a. Example graphs (SIS) Fig.21. Top section of the packaging Fig.22. Trine plug socket Fig.23. Birds eye view of the packaging Fig.24. Back of packing with product details Fig.25. Trine bag Fig.26. Left hand side of the packaging Fig.27. Right hand side of packaging Fig.28. Trine care booklet Fig.29. Trine world logo Fig.30. Trine Rewards Fig.31. Perceptual map 1 Fig.32. Perceptual map 2 Fig.33. Trine magazine article Fig.34. Magazine feature Fig.35. Going up, going down bar Fig.36. Hotlist Fig.37. Men’s Health cover, scanned issue Fig.38. Grazia cover, scanned issue Fig.39. John Lewis website mock up Fig.40. Website homepage Fig.41. Finished product page


Fig.42. Webpage 1 Fig.43. Webpage 2 Fig.44. Webpage 3 Fig.45. Webpage 4 Fig.46. Graph 3 Fig.47. Public Transport Handles Fig.48. Outdoor screen marketing Fig.49. Green button, Screen shot taken from Sky Media (2011) Green Button Advertising CaseStudy, [online] Available at: http:// [Accessed: 5/1/12] Fig.50. Green button 2, Screen shot taken from Sky Media (2011) Green Button Advertising CaseStudy, [online] Available at: green-button-advertising.aspx [Accessed: 5/1/12] Fig.51. Green button 3, Screen shot taken from Sky Media (2011) Green Button Advertising CaseStudy, [online] Available at: green-button-advertising.aspx [Accessed: 5/1/12] Fig.52. Male hand 1 Fig.53. Female hand 1 Fig.54. Female hand 2 Fig.55. Male 2 Fig.56. Still of final image shown on television advert Fig. 57. Consumer Touchpoints



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HSE (2011) Work Related Stress, [online] Available at: [Accessed: 15th November, 2011]. HSE (2011) MSD’s, [online] Available at: [Accessed: 15th November, 2011]. iMedia (2011) Defining Customer Touchpoints, [online] Available at: [Accessed: 5/1/12]. Information is Beautiful (2011) Hello, [online] Available at: [Accessed: 5/1/12]. IPSOS OTX MediaCT. (2011). The Mobile Movement, understanding smartphone users. [online] Available at: research/en/2011_TheMobileMovement.pdf [Accessed: 15/11/11]. Jawbone (2011) Up, [online] Available at: [Accessed: 26th October, 2011]. Jawbone (2011) UP by Jawbone | Make Healthy Living Fun & Social, [online] Available at: [Accessed: 11/1/12]. John Lewis (2011) John Lewis, [online] Available at: [Accessed: 11th December, 2011]. Kjaer-Global (2011) Future Trend Forecasting, [online] Available at: [Accessed: 4th January, 2012]. Leapfrog Interactive (2011) Why intergrated marketing campaigns work, [online] Available at: Post/2011-10-25/Why-Integrated-Marketing-Campaigns-Work.aspx [Accessed: 1st January, 2012]. Mashable (2011) 20 Life-Tracking Tools for Better Health, Wealth and Productivity, [online] Available at: [Accessed: 10th November 2011]. Medical News Today (2009) The Science Of Sedentary Behavior: Too Much Sitting And Too Little Exercise, [online] Available at: www. Mintel (2006) Customer Loyalty and Discounting in Retailing - UK - December 2006, [online] Available at: oxygen_academic//display/&id=173680 [Accessed: 10th December, 2011]. Mintel [2009], Officewear, [Online] Available at http://academic [Accessed 20th December 2011]. Nectar (2011) Nectar Points, [online] Available at: [Accessed: 6th December, 2011]. o2 (2011) o2 Rewards, [online] Available at: [Accessed: 16th November, 2011]. Pandora (2011) Pandora, [online] Available at: [Accessed: 25th October, 2011]. Pingdom (2011) Internet 2010 in numbers, [online] Available at: [Accessed: 11th Jan 2012]. RelaxNews. (2011). Top wearable devices that track your healthy lifestyle. [online] Available at: docview/ T13644930636&cisb=22_T13644930635&treeMax=true&treeWidth=0&csi=350505&docNo=7 [Accessed: 22/12/11]. Rescue Time (2011) Rescue Time, [online] Available at: [Accessed: 3rd November, 2011]. Resources for science learning (2011) Renew - Sleep and Stress, [online] Available at: [Accessed: 9th January 2012]. Sky Media (2011) Green Button Advertising Case Study, [online] Available at: [Accessed: 5/1/12]. SlashGear (2011) Motorola KORE is fitness gadget not tablet tips trademark, [online] Available at: [Accessed: 20th November, 2011]. Stuperflix (2010) The 7 best viral interactive video campaigns of all times, [online] Available at: [Accessed: 1st January, 2012]. Tesco (2011) Tesco, [online] Available at: [Accessed: 3rd November, 2011]. Trendwatching (2007) Trysumers, [online] Available at: [Accessed: 3rd January, 2012]. TUAW (2011) Jawbone refunds all UP purchasers whether they return the device or not | TUAW, [online] Available at: http://www.tuaw. com/2011/12/08/jawbone-refunds-all-up-purchasers-whether-they-return-the-device/ [Accessed: 11/1/12]. Ubergizmo (2011) Jawbone issues full refunds for Up health wristband | Ubergizmo, [online] Available at: jawbone-up-full-refund/ [Accessed: 11/1/12]. Unilever (2011) Unilever, [online] Available at: [Accessed: 25th October, 2011]. WGSN (2011) online, Available at [ Accessed 14th November 2011] Wonderwall (2011) Wonder-wall, [online] Available at: [Accessed: 29th November, 2011]. You Tube (2011) Wrist-Worn Techcessories . [video online] Available at: [Accessed: 27th October 2011].

x i d n e p p a

street style consent forms


survey questions 1 . Gender

2 . What year were you born? 3 . What is your occupation? 4 . How do you travel to work? 5 . Where do you spend the majority of your working day? 6 . In total how much time do you take for breaks throughout the day? (include smoking breaks) 7 . It has been suggested by Neville Owen that a 1-2 minute break should be taken every 20-30 minutes. Do you feel this is something you would benefit from?


survey results 1 . Gender Male - 16 Female - 34 2 . What year were you born? 1963 - 1992 3 . What is your occupation? IT manager, Eon Telesales, Sales manager, Assistant 4 . How do you travel to work? Walk - 6 Tube - 8 Car - 22 Cycle - 1 Bus - 6 Other - 3 Train - 7 Tram - 0

5 . Where do you spend the majority of your working day? At a desk - 45 In meetings - 0 In a car - 0 On your feet - 5 6 . In total how much time do you take for breaks throughout the day? (include smoking breaks) (from) 2 minutes - (up to) 2 hours Alot of responses saying they worked through these 7 . It has been suggested by Neville Owen that a 1-2 minute break should be taken every 20-30 minutes. Do you feel this is something you would benefit from? Yes - 33 This is something I No - 13 already do - 4


consumer interviews Female:

Hi, so let’s start with the basics, can you tell me your name, age, and occupation? Hi, my name’s Krishna Pancholi, I’m 28 years old and I work for Browne Jacobson here in Nottingham. They are a business-to-business law firm. At the moment I work for two teams, the HR department and with the managing directors. They’re a legal practice. I really want to be in the more legal side of it eventually. How do you travel to work? Well I live in Leicester so I commute here every day in the car. It takes over an hour everyday just to get here due to rush hour traffic, so I’m sat in my car a lot. Can you describe your office environment? It’s quite a small office; there aren’t many people on my team. I’m sat at my desk and computer for the whole day really. How long do you get for a break in one day? I get an hour lunch break and I can get up to get tea/coffee/water whenever I like really. Most days, I make lunch at home and bring it in so I can eat at my desk. What do you usually bring in for lunch then? It’s usually food from the night before that I can quickly reheat. My favourite food will always be pizza! Pasta’s so easy to make and I love chicken. I know you spend a lot of time travelling, do you find anytime to work out during the week? I make time to work out at least three or four times a week. This is over two days so it’s not as much as it sounds but the fitness classes I go to a really intense. If I miss a class and go back the next week I always feel it the next day That must mean it’s working then! Why do you work out? I’m always sitting down at work and I don’t mind driving at all but because I’m always sitting down, I feel like I’m gonna get fat! I live with my Mum and Dad so I’m not looking after a whole house by myself and get a bit of time to myself, which I use to exercise. If your boss told you that you should get up from your desk every 25ish minutes for about a minute or two to remain healthy, would you follow his/her advise? Every 25 minutes!? That often? [Gina nods] Erm, I would probably forget to be honest, when you’re really busy, the time flies by, before you know it, it’s lunch time and then the end of the day. He would have to come and remind me to get up and I’m sure he wouldn’t do that!




Hello, so, the basics, can you tell me your name, age, and occupation? Hello, my name is Paul Richards, I’m a customer services assistant at BT and I’m 32 years old, married with two children, did you need to know that? It certainly helps! How often do you work? I work full time How do you travel to work? I live about half an hour away from work so have to drive in. Can you tell me what your working environment is like? Well it’s just a call centre so there are a lot of people all on the telephones, at a computer. We have a little lunch area and a café for when we have breaks. How long do you get for a break in one day? I get about 40 minutes for lunch and two 15 minutes away from the phone during the morning and one in the afternoon. Wow that’s a lot of time at your desk. Do you find that being there so long, affects your health? I have to be careful about the way that I sit. Ergonomics are really important, there’s nothing worse than having a bad back from sitting wrong all day. I guess that’s the only way my health is affected. Actually, I don’t go to the gym or anything because I never have any time. I play with my kids, does that count as exercise? [laughs] Erm maybe not officially! So your time at work isn’t very active because you’re at a desk. What if your boss said that every 25 minutes or so, you need to get up and have a walk around the floor? Would this make you feel more active? I’m not sure how possible that would be, I’m constantly taking calls and some of them will last longer than 25 minutes. Sometimes I do offline work so maybe I could then, if I remembered. Are you trying to get me to go to the gym? [Not at all!] Good, cause I’d much rather be watching Entourage or something and spending time with my wife.



consent form: interview Consumer Profile Interview form. Hello We are BA (Hons) Fashion, Communication Students from Nottingham Trent University and are working with a multinational brand who are looking into how a wearable device could help people improve their overall health and wellbeing. Any information you give will only be used anonymously and any personal information you give will be kept in accordance with data protection laws. We are researching into the daily lives of office/desk workers, and as part of that project are interested in what you do in the office and what you do outside of work. The information you provide will be collated with others and analysed to help gain a insight into the lifestyles of office workers. The information provided will be treated in strictest confidence and you will not be individually identified in any presentations of the results. All questionnaires will be kept in accordance with the Data Protection Act and destroyed at the end of the project. If you wish to ask any further questions on this project, please do not hesitate to contact: Amy Allton, Sarah Lewington,

CONSENT FORM Please read and confirm your consent to being interviewed for this project by ticking the appropriate boxes and signing and dating this form 1. I confirm that the purpose of the project has been explained to me, that I have been given information about it in writing, and that I have had the opportunity to ask questions about the research 2. I understand that my participation is voluntary, and that I am free to withdraw at any time without giving any reason and without any implications for my legal rights


I agree to take part in this project


Krishna Pancholi

Paul Richards


consent form: observation Office Worker Observation form. Hello We are BA (Hons) Fashion, Communication Students from Nottingham Trent University and are working with a multinational brand who are looking into how a wearable device could help people improve their overall health and wellbeing. Any information you give will only be used anonymously and any personal information you give will be kept in accordance with data protection laws. We are researching into the daily routine of Office workers, and as part of that project we are interested in how regularly you take breaks through out your working day, and how long for. The information you provide will be collated with others and analysed to see how often people take breaks while at work. The information provided will be treated in strictest confidence and you will not be individually identified in any presentations of the results. All questionnaires will be kept in accordance with the Data Protection Act and destroyed at the end of the project. If you wish to ask any further questions on this project, please do not hesitate to contact: Amy Allton, Sarah Lewington,

CONSENT FORM Please read and confirm your consent to being interviewed for this project by ticking the appropriate boxes and signing and dating this form 1. I confirm that the purpose of the project has been explained to me, that I have been given information about it in writing, and that I have had the opportunity to ask questions about the research 2. I understand that my participation is voluntary, and that I am free to withdraw at any time without giving any reason and without any implications for my legal rights



I agree to take part in this project

Obsevation carried out at The Evening Gazette


focus group Focus Group write up This Focus group was made up of 5 females aged between 19-23.

Rachel, Catherine, Ellie, Sophie & Greta. What word would you associate with active? Rachel: Exercise Catherine: Gym Ellie: Movement Sophie: 3 times a week exercise Greta: Get up and do something (raise your heart rate)  Fashion Vs Function - Would you rather see the product marketed as fashion item or a health product? Greta: Fashion but clearly shows the function of the product, it needs to look good but do its job. Greta questioned her self on wether the product could look like a bracelet and responded with no it cant. How would you feel with a product reminding you every 20minutes that your inactive? Rachel & Catherine : No it would annoy me Ellie: I wouldn’t like to know, it would annoy me if i was watching tv and started going off. Sophie: Would maybe start to get used to the product reminding you if it done it so often.


Sophie: Would maybe start to get used to the product reminding you if it done it so often. A sleep mode was discussed at this point. Are you aware of the health risks behind being inactive? Sophie: Think appearance over health ( All girls nodded and agreed with this point admitting to not really knowing any risks) Greta: Diabetes All later added that they would like to know the risks behind inactivity, responses were that they were quite shocked of the amount of affects. Would you like the app to suggest activities to do to help prevent inactivity periods? All 5 girls said yes to this. Ellie: Have personalised activities, would make me more interested in doing them. Rachel: Interesting to see what activities i can do in the area, sourced by a location tracker. Do you have any emotional attachments to bracelets you wear? Ellie:Â ( Wearing a mixture of festival bands and bracelets, about 6 in total) Each one of my bracelets means something to me or reminds me of a memory. I wear them everyday and even sleep in them.


Focus Group form. Hello We are BA (Hons) Fashion, Communication Students from Nottingham Trent University and are working with a multinational brand who are looking into how a wearable device could help people improve their overall health and wellbeing. Any information you give will only be used anonymously and any personal information you give will be kept in accordance with data protection laws. If you wish to ask any further questions on this project, please do not hesitate to contact: Amy Allton, a.allton@btinternet. comSarah Lewington, Project Title: Keeping Active, your views

CONSENT FORM Please read and confirm your consent to being interviewed for this project by ticking the appropriate boxes and signing and dating this form 1. I confirm that the purpose of the project has been explained to me, that I have been given information about it in writing, and that I have had the opportunity to ask questions about the research


2. I understand that my participation is voluntary, and that I am free to withdraw at any time without giving any reason and without any implications for my legal rights



I give permission for the interview to be recorded by research staff, on the understanding that the tape will be destroyed at the end


I agree to take part in this project

of the project



R.Cracknell 8/11/11 Name of respondent Date G.Baker 8/11/11 Name of respondent Date E.Barron 8/11/11 Name of respondent Date S.Richardson 8/11/11 Name of respondent Date K.Chen 8/11/11 Name of respondent Date For student use only Name of researcher taking consent One Step Ahead Date 8/11/11


swot Strengths

- Leather: sustainable, waterproof, adds sent- May not -imental value as it gets better with time. record and - Personalisation: choice to make it analyse as many more personal or unique. different things -Uses modern and iniviative compared to other technology. products. - Fashionable as well as - Fabric could become functional. damaged or break after time. - Is cheaper in - Added costs of personalising costs compared bracelet. to other - May appeal to female more than males products if referred to being a bracelet.


Weaknesses Opportunities

- With it being cheaper in price compared to other products in the market, it will be easier to market and advertise. - There is - The aesthetic of the product enables already a large us to market differently to other number of compproducts, aiming at the -etitors in the market. consumer as well as the - Other products can ‘quantified self’ analyse more data than our consumer. own device. - Aims at techno - Cost of the product could turn and fashion consumers away. consumers - People may not fully understand the concept of the device.

trTRINE ine




levis model

what have we learnt?

After revisiting our team manifesto we decided to discuss what we have learnt and to see if we completed the project in the way in which we had planned and hoped. Firstly, “keep good communication within the group”. This was achieved by the team blog, Facebook group, texts and phone calls. “Try to enjoy, don’t get overstressed” We met in different places to relieve the pressure of places like the library. “Talk about each others problems and take them into account” We supported each other through the design process, giving suggestions on how work could be developed. “Positive thinking” Although this was at times a challenge, positive thinking helped to keep spirits up and get the work completed. “Listen to each other” We learnt that it is essential to let others have their say. “Be creative” Everyone was given the opportunity to create any visuals. “Work in between lectures and seminars” We achieved this well and found these times extremely useful and successful. “Ensure an equal work load” This helped to ease stress. “Share your ideas, be confident” We became more and more confident as time went along with this.


The main thing that we have learnt from this project is that it is important to take regular breaks whilst working. This ensures that stress levels remain low and people can return back to work with a clear mind. The project itself has taught us about Unilever’s presence in our everyday lives and globally. As a group we did not realize how many brands they owned and this showed us how a large company can work. The idea of data recording and tracking was also a new concept to us all and it was interesting to learn about the technological advances that allow this to happen. Working with the Product Design teams, allowed us to view products from a different perspective. Apps and website were given more attention as this was a near area of design that we had to think about as a group. Data visualization was a very important part of this project also. Finding new ways to show what could be boring data was a challenge but also interesting.


ed ess str er nt. ov ou et acc ’t g o r e on int ,d m oth he joy ch et ea en to to tak ten nd Try a Lis

dc om Ta mu lk ab nic ou ati te on ach Po wi sit o thi the ive nt rs thi he pro nk gro ing ble up . ms .

team manifesto

pg Ke e

Be creative.



Be Share confident, your share your ideas, ideas. be confident.

Ensure an equal work load. Work in between lectures and seminars.



press release

January 3rd, 2012

tr ine

UNILEVER LAUNCHES TRINE, A NEW PERSONAL FITNESS BRACELET TO ENCOURAGE PEOPLE TO LEAD MORE ACTIVE LIVES Device within bracelet uses smart technology to make sedentary lives more active and enhance personal well-being. UK – Unilever is launching the new brand Trine, to be a leader in contemporary technology, enhancing health and well-being within everyday lives. A new bracelet has been created that offers a fashionable yet functional solution to self-tracking. Trine was born from a desire to appeal to a large quantity of consumers, who fail to reach the minimum levels of moderate daily activity. With Trine, Unilever aims to turn each day into a consistently ‘active’ day, by recording Sleep, Inactivity and Stress levels via a discreet, and wearable state-of-the-art activity monitor within the bracelet. Information is transferred from the bracelet, in a simple automatic syncronisation onto the Trine software that then tracks the progress against daily targets and long-term goals. The software offers a range of features, including your personal profile and targets achieved, to the online community forum where sharing and networking is an easy and motivating way to set targets. Trine collectively uses the three mechanisms of support - ‘Measuring, monitoring and motivating’ through it’s software; which Unilever believes will encourage an active and healthier lifestyle, eventually making activity an unconscious habit not a chore. Features include: • A discreet activity monitor within a fashionable bracelet tracking sleep, activity and stress • An online facility to give that extra motivation when needed, with a community of self quantifiers to compare progress and set targets. • An app that is directly accessible from a smartphone, allowing interaction at any place or time. • A personalisation element which allows the consumer to create a unique bracelet design. • The Trine reward scheme- the more successful your active lifestyle is, the more Trine points you gain to spend on Unilever products. Jennifer Dowdeswell, one of the full time Philips DirectLife Coaches has said that ‘’For most people even adding more activity and movement into their daily lives can make a big difference – such as going for a walk, taking the stairs, or dancing with the kids.’’ Unilever believe in this, which is why they support the need to change peoples’ daily lifestyle. Trine has been created as the opportunity to put a contemporary twist on monitoring lifestyle activities. Trine is now available online for consumers at for an affordable £45, which includes the Trine bracelet, a personal code to register to the online community and app, as well as the software. For more information, visit For further information, please contact: Katie Bingham Trine UK Tel: 020 788 827 E-mail:



team diary

Unilever Diary. 26th OctoberTeam members present- Amiee, Amy, Gina & Holly. Time- 1 hour. Discussed any initial ideas we had as a group, these were very vague and minimal at this moment in time but were recorded as a start to our mind map. We all agreed that recording a day in the life of ourselves would be a useful way for us to start this project and thought it would help understand the terms of inactivity a little more. Notes from yesterday’s seminar with Alana were read and looked over. Blog was created Research was shared out between the group. To complete for Monday Amy & Holly: Research product ideas. Amiee, Gina & Katie: Research trends. Amiee book rooms in library for next week. Gina to make appointment to visit Designer Forum next Wednesday (2nd November) Add product design team on Facebook and contact them to meet us on Monday. 27th OctoberDiscussed through Facebook that our day in the life diaries should be continued for a week to get a stronger understanding of inactivity and to gather a wider range of data. 31st OctoberTeam members present- Amiee, Amy, Gina, Holly & Katie plus Product design team. Time- 2 hours. 1 hour was with the product design team. Shared our initial ideas with product design team and discussed as a group what we understand of the brief and what directions we think should be taken. During this time we got the opportunity to talk about product designs brief and ask what outcomes they have to achieve and whether any of these elements can benefit us. All ideas discussed in this session were added to our initial mind map. Numbers between the two groups were swapped and times were planned when to next meet. Were tasks completed? ü Amy & Holly: Research product ideas. ü Amiee, Gina & Katie: Research trends. ü Amiee book rooms in library for next week. ü Gina to make appointment to visit Designer Forum next Wednesday (2nd November) ü Add product design team on Facebook and contact them to meet us on Monday. To complete for Thursday 3rd NovemberKatie & Gina: Primary research; visit designer forum and see what up and coming trends we should begin to see. Conduct street style photography to see what trends are currently on the street and link inactivity when talking to the public. Holly: Begin analysing day in the life data to conduct a graph of our results. Amy: Research health risks that can be gained from inactivity. Amiee: Put questions together that can be sent out in a survey to help gain an understanding of the term inactivity. SeminarBegan research on apps, discussed what needed to be on the app and decided that we didn’t want something over complicated, the design needed to be basic and clean so it was easily understood after reading bad reviews on how apps can fail. 95 Sarah discussed with us what we had completed so far and our next plan.

1st NovemberTeam members present- Amiee, Gina & Holly. Time- 1 hour. SeminarDiscussed the changes in behaviour and how a wrist worn item can affect this. Discussed our own emotional attachments to jewellery we wear and how we behave if forget to wear something. Began to look at possible competitor apps. Si and Michelle came and joined this conversation and discussed the brief with us. They also asked us who we thought this new product should be aimed towards and the possible changes of behaviour towards our potential consumer. From this discussion we decided that we would like to aim our new product at office workers as we felt they could be the most beneficial of what this brief is asking us to do. 2nd NovemberTeam members present- Gina & Katie. Time- 2 hours. Visited designer forum and conducted street style in Nottingham of current wrist wear trends. 3rd NovemberTeam members present- Amiee, Amy, Gina, Holly & Katie. Time- 15 minutes. Gina and Katie shared with the group what they had found and designer forum (print outs and notes). From this we discussed any further ideas using the printouts as inspiration and noting any technology that we can begin to think about using within our product. Team members present- Amiee, Amy, Gina & Holly. Time- 1 hour 15 minutes. From seeing the print outs of information gathered at designer forum and street style observation photos we discussed design features that we felt should be included within our bracelet, at this stage we began to call our product a bracelet as we decided to focus on creating this item to be fashion based but with a purpose. Initial sketches were drawn up. Survey questions were also finalised making them suitable and specific for office workers also making sure they were quick and easy to answer knowing they work in busy environments. A list of possible tasks to conduct in London was also conducted. Were previous tasks completed? ü Katie & Gina: Primary research; visit designer forum and see what up and coming trends we should begin to see. Conduct street style photography to see what trends are currently on the street and link inactivity when talking to the public. ü Holly: Begin analysing day in the life data to conduct a graph of our results. ü Amy: Research health risks that can be gained from inactivity. ü Amiee: Put questions together that can be sent out in a survey to help gain an understanding of the term inactivity. To complete for Monday 7th November Holly- Finish day in the life week graph. Gina- Analyses Designer Forums’ findings and post on blog. Amiee- Edit survey with newly phased questions and send out & look through the competitors apps spreadsheet looking at possible competitors to our target. Katie- Send survey out to companies. Amy- Research health risks within an office environment. 7th NovemberTeam members present- Amiee, Amy, Gina, Holly & Katie plus Product design team. Time- 2 hours. 1 hour was with product design team. Product design showed us their designs so far for the new wrist wear product, we asked them at this moment in time which is their top 3 designs and what there next steps were to be. They began to tell us their concept. From seeing product designs design sheets this gave our group inspiration and a fresh mind about the brief. From this session with product design we decided we should each design what

we felt our bracelet to look at and then come together with them to then develop one as a group of take elements of different designs to create a new one. From doing this we felt we could maximise ideas and all get a chance to explain what we could see in our mind for this product. We then went on to show product design what we’ve been doing and went through our blog; we explained who we had decided to target our product at and our primary research so far. As a group we then went on to look through the apps that Amiee had found that could be possible competitors. We then chose the factors that our bracelet would track; at the moment these are sleep, stress and activity. These were chosen as they all are linked together we felt. We went with the idea that if the office worker had a good night’s sleep, he/she wouldn’t become too tired at work leading them to become stress and not have the energy to move around and in reverse if the office worker had a good day at work he/she would sleep better at night as they wouldn’t have work left on their mind after they finish. Were previous tasks completed? ü Holly- Finish day in the life week graph. ü Gina- Analyses Designer Forums’ findings and post on blog. ü Amiee- Edit survey with newly phased questions and send out & look through the competitors apps spreadsheet looking at possible competitors to our target. ü Katie- Send survey out to companies - This was done as a group, main proportion of results from Holly’s and Gina’s’ contacts with office workers. ü Amy- Research health risks within an office environment. To complete for Tuesday 8th NovemberAll complete a design sheet showing what this product visualises to them, from this we can begin to finalise our final design and begin thinking further about our concept. 8th NovemberTeam members present- Amiee, Amy, Gina & Holly. Time- 30 minutes. Showed each other our designs, from these we decided to focus on Amiee and Gina’s design and discussed how we could combine elements of the two to develop them further. The main issue that was raised today and what we all need to go away and think about is how this bracelet is going to be charged. Ideally we’d like to take on board what Alana spoke about and combine the packaging into a charging device. Were previous tasks completed? All complete a design sheet showing what this product visualises to them, from this we can begin to finalise our final design and begin thinking further about our concept. ü Amiee, Amy & Gina - Had completed design sheets to show. û Holly- Didn’t complete design sheet, but completed a technical drawing of what our final bracelet would look like. û Katie-Didn’t come to the meeting but said would upload her design later to the blog. SeminarTeam members present- Amiee, Amy, Gina, Holly & Katie. Time- 2 hours. Planned questions that are suitable for a focus group. We discussed these with Si Beales and then discussed further what we’d what to achieve from these questions, are we going to get the answers we want? And if we don’t is there any questions we should then further ask. Focus GroupTeam members present- Amiee, Amy, Gina, Holly & Katie. A focused group was conducted with a group of five females aged between 19-23. ü Amiee to type up focus group discussion on blog. 9th NovemberTeam members present- Amiee, Amy, Gina & Holly. Time- 2 hours.


Started analysing survey data and began contacting more companies that we could send it out to, our aim is to try and get 50 results. Work on our presentation to product design was started and a plan of action was drawn up. Team members present- Amiee, Gina & Holly. Time- 1 hour. Worked on completing slides and layouts on the presentation ready to practise. Another major factor that we began to think about today was the products name; we decided that we should all start drawing up a list of words that could be inspirational to find the name. Drawing of inside the bracelet its self was drawn up deciding where all the features would be placed. To complete for Tuesday 10th NovemberComplete the power point together. Holly to complete trend slides concentrating on Pintrest. Gina to complete trend slides concentrating on Designer Forum. Amiee to complete consumer slides. 10th NovemberTeam members present- Amiee, Amy, Gina, Holly & Katie. Time- 2 hours. Completed power point and planned what is to be said on each slide and came up with an order of speaking. Our next steps was discussed and our main focus is now set on creating and finding a product name along with designing that app to go along with the bracelet. To gather inspiration we started looking through magazines not only did we pick out interesting words we liked we gathered many images that could be possible layouts for the app. 端 Amiee, Gina and Holly all completed slides allocated. To complete for Monday 14th November Each create a list of possible names for the product. 14th NovemberTeam members present- Amy, Gina, Holly & Katie. Time- 2 hours. Practised presentation and finalised power point insuring that it ran smoothly ready for presentation. Presenting to product design team at 1.30pm. 15th NovemberTeam members present- Amiee, Amy, Gina & Holly. Time- 1 hour 30 minutes. Started this session by reviewing feedback that we had received from the presentation yesterday and discussed ourselves what we think went well and thing that can be improved ready for the next presentation to Unilever. We began to think about consumer touch points and ideas of campaigns that we could potentially do and advertisements. We also reviewed our design and as it was looking similar to a Links bracelet we introduced the triangle shape. Designs for the app were also sketched. SeminarTeam members present- Amiee, Amy, Gina & Holly. Time- 1 hour. Plotted and created the consumer decision story and discussed where the product can be sold. After speaking to Michelle in the seminar we need to work further on our consumer decision story and look at more ideas where our product can be sold as we were focusing it on being a fashion bracelet and we must remember all the technical elements to our product. 16th & 17th NovemberTeam members present- Amiee, Amy, Gina, Holly & Katie. During these two days we went on a trip to London whilst we were there we set tasks for us all to complete. These were to identify possible competitors, look at displays within stores, look at interesting advertisements and to look at possible stores our product could be sold.


21st NovemberTeam members present- Amiee, Amy, Gina, Holly & Katie. Time- 2 hours. During this session we all set our self a task to either research or complete. Amiee: Finalise design so it can be scanned in to use online and in presentations. Holly: Created and sourced competitors for perceptual map. Katie: Created SWOT of bracelet. Gina: Worked on care booklet for bracelet. Amy: Worked on app designs. During this session we also went through the list of all the possible names that we had came up with, playing on the idea of the triangle Amiee put a mixture of words in a thesaurus and found the word TRINE another name for a triangle we felt this was suitable as the bracelet concentrates on three areas. Tasks to continue All continue working on the app and play around with product logo and fonts. SeminarTeam members present- Amiee, Amy, Gina, Holly & Katie. Time- 1 hour. Whilst waiting for Michelle to come and do a progress review with us we read an article ‘Judging Nudging: can nudging improve population health?’After speaking to Michelle we felt that we had achieved a lot as a group and that everything was beginning to come together. Michelle pointed out that we need to concentrate on where the product is to be sold, the consumer journey and the final technical details of the bracelet. 22nd NovemberTeam members present- Amiee, Amy, Gina & Holly. Time- 3 hours 30 minutes. As it is becoming near to the end of this project we thought today would be a good time to re-read the brief making sure that we are covering all areas and have answers to support each point. From this we created a to do list of what our next tasks need to be over the next week. We then all set a task to complete whilst we were together. During this session we created: Levis Model, Brand as a Food, Weather & Animal, Crib sheet for report, Brand logo design, created log sheet for office workers and sourced a collection of books to help with our report. To complete for Monday 28th November Amiee: packaging design. Amy: app design. Holly: website design. Gina: pen profiles / analyses survey results into graph. Katie: Perceptual map: For product: Fashion V Technology and Online V In store For app: Interactive V Non interactive and Visual data V Non visual data 24th NovemberTeam members present- Gina, Holly & Katie. Time- 2 hours. Discussed deadline for Monday 28th November and the work we have done for it so far on it. Feedback was received on these elements so improvement could be made to incorporate all group ideas. Amiee was missing from the group meeting today as she was conducting an observation within an office. Office Evening Gazette; Middlesbrough during this time there she completed various data collection sheets that we had previously created. Amy also couldn’t make this meeting but during this time she completed app research and sent what she had completed so far on the app design. Due to some tasks changing during this meeting some tasks to completed for Monday the 28th had changed. To complete for Monday 28th NovemberAmiee: packaging design & type minutes up so far so that they are ready to go in appendix of report


Amy: app design. Holly: website design & finalise details of data transmission. Gina: type up 4ps – Gina is putting a hold on consumer profiles as she has arranged to meet up with our target consumer next week. Katie: Perceptual map: For product: Fashion V Technology and Online V In store For app: Interactive V Non interactive and Visual data V Non visual data and find research to see if consumer actually benefit from incentives. 28th NovemberTeam members present- Amiee, Amy, Gina & Holly. Time- 2 hours. Showed each other what we’d been working on and then adapted designs together to begin to show development. Planned what we thought should go onto our A2 board and started thinking about our upcoming presentation. Were previous tasks completed? ü Amiee: packaging design & type minutes up so far so that they are ready to go in appendix of report ü Amy: app design. ü Holly: website design & finalise details of data transmission. ü Gina: type up 4ps – Gina is putting a hold on consumer profiles as she has arranged to meet up with our target consumer next week. û Katie: Perceptual map: For product: Fashion V Technology and Online V In store For app: Interactive V Non interactive and Visual data V Non visual data and find research to see if consumer actually benefit from incentives. -Katie wasn’t in group session so was contacted to upload perceptual maps to blog and to find evidence about incentives rather than just what incentives companies do. SeminarTeam members present- Amiee & Gina. Time- 1 hour. The seminar was spent with Sarah explaining the assessment criteria to us and the marking system. This was really beneficial and helpful to know with the upcoming report and presentations knowing which areas are looked at for each criteria. 29th NovemberTeam members present- Amiee, Amy, Gina & Holly. Time- 3 hours 30 minutes. After being inspired from the lecture with Julia Mitchell from Toast PR we felt it was time we really begin to start putting together our campaign for Trine as it was an area we hadn’t give much detail and were aware of how important to the products success it was. We all brainstormed different ideas and thought about the best way we could connect with our consumers after learning about their lifestyles. We looked at adverts that can be shown in trams and tube stations as in our survey that was the second most popular mode of transport, TV and viral campaigns were also mentioned along with Radio stations. Radio 1 we felt was a good choice as its a popular station that is on air whilst our target consumer is likely to be travelling to work, whilst brainstorming we decided that a good spokesperson for Trine could be Chris Moles- Breakfast DJ, recent reports show that he is trying to get healthy and he’s popular- large amount of twitter followers. After deciding all this we began to look at sites that could inspire us for our press release and looked through site Lexus Nexus t see what previous campaigns had already been done in our target area. Also whilst brainstorming came up with our slogan that we felt matched other Unilever products slogans. TRINE l fashioning a healthier you. To complete for Wednesday 30th November Amiee: Scan in all work from book and write up on blog about office observation. Amy: Type up survey ready for report, blank and filled in copy. Holly: Finalise website pages and create tram advert. Gina: Continue work on app graphs and type up care booklet information. SeminarTeam members present- Amiee, Amy, Gina & Holly. Time- 1 hour.

Worked with Si Beales talking about press release this was beneficial to us as we already had fresh in our minds what we had been talking about in our previous meeting before this seminar. We began by talking about the differences between benefits and features to our product and came up with a list. We also went on to discuss who our target market is and who is our target media. Along with a hook which sells your product. We came up with a few different ideas of what our hook could be so these could change depending on whom we were sending our press release to. This seminar was helpful as we got to bring all our ideas together ready to go on and write an example of a press release for Trine. 30th NovemberTeam members present- Amiee, Amy, Gina & Holly. Time- 4 hours 30minutes. Started this session by creating our advertisements this was achieved by layering a range of different chains and leather straps across our hands and photographing them. These were then edited, with animations on the power point we hope to create the illusion of the video which would show what we wanted a TV advert to look like. Today Holly: Edited photographs. Amiee: Started work on the power point adding appropriate images and work to each slide. Gina: Edited graphs and began work on the A2 board. Amy: Created backgrounds for power point. Were previous tasks completed? ü Amiee: Scan in all work from book and write up on blog about office observation. ü Amy: Type up survey ready for report, blank and filled in copy. ü Holly: Finalise website pages and create tram advert. ü Gina: Continue work on app graphs and type up care booklet information. To complete for Thursday 1st December Amiee: Make SWOT look visual, continue adding work to the power point. Holly: Add text to packaging, finalise incentive and marketing strategy. Gina: Work on the layout for the A2 board. Amy: Take some more photos of product. Rang Katie today to ask for the perceptual maps as they haven’t been uploaded to the blog and is need for the power point to discuss competitors. Whilst on the phone we also asked Katie to complete an advert talking about the Trine bracelet – examples of these were added to the blog so she could understand what we meant. Team members present- Amiee & Holly. Time- 1 hour. Created first page of website, discussed tasks still to complete and finalised some advert ideas. The first website page could be a potential layout for the centre of the A2 board. 1st DecemeberTeam members present- Amiee & Amy. Time-1 hour. Holly went to an earlier seminar today as she couldn’t meet our time but will be meeting us after to do group work. Amiee & Amy re-done perceptual maps making them more suited to the Trine bracelet and the Trine app. Team members present- Amiee, Amy & Holly. Time-1 hour. As a group finalised perceptual maps and added some more slides to the power point discussing A2 board as we went along. Gina missed the meeting today due to meeting up with our target consumers to get to know them a little more and to get photos, ready to complete pen profiles. Were previous tasks completed? ü Amiee: Make SWOT look visual, continue adding work to the power point.


ü Holly: Add text to packaging, finalise incentive and marketing strategy. ü Gina: Work on the layout for the A2 board. ü Amy: Take some more photos of product. û Katie: Complete an advert talking about the Trine bracelet. Seminar Team members present- Amiee, Amy & Gina. Time- 5 hours. During this seminar we practised pitching this was helpful as the feedback we received is useful to take forward to the Unilever presentation. Things to remember, speak slowly, clearly and loud enough, show enthusiasm for what you’re talking about, don’t drift off towards the end of sentences, stand straight and don’t fiddle. These things will all be practised for Tuesday. Team members present- Amiee, Gina & Holly. Time- 6 hours. Arranged power point slides into order - all is left to add to the slides now is animations ready to begin practising. Tomorrow we plan to meet with Katie to fill her in on the work that she has missed over the past week ready for the presentation. To complete for Monday 5th December Amiee: Work on A2 board. Holly: Work on A2 board. Gina: Animate power point. Friday 2nd December. Team members present- Amiee, Amy, Gina, Holly & Katie. Time-1 hour. Met today to discuss all the progress so far with Katie so she then has the weekend to understand all the different elements of the Trine bracelet. As a group we ran through the power point with her explaining what is to be said on each slide. On Monday we will share out speaking parts looking at what areas people’s strengths are. As the layout for the A2 findings board is still not complete we’ve decided that we should all come up with and then either chose one or take different elements to complete one. Tasks to be completed for Monday 5th DecemberAll complete their own version of the A2 findings board and Katie to complete advert (one that was set on the 1st December) along with board design. Monday 5th December. Team members present- Amiee, Amy, Gina & Holly. Time- 2 hours. Amiee and Holly showed their A2 board designs and as a group we discussed which we should use. As both were liked and both could be improved on we should combine them together using the information from Amiee’s and the Layout from Holly’s this was applied and worked on throughout the day. Team members present- Amiee, Amy, Gina, Holly & Katie. Time- 6 hours. Presentation was then finalised making sure that all animations ran correctly. Slides were split between the group on who was talking about which these were determined on teams strongest areas. The afternoon was then spent practising and rehearsing lines. Were previous tasks completed? All complete their own version of the A2 findings board. ü Amiee û Amy û Gina – spent weekend experimenting with animations. ü Holly ü Katie- Board & Magazine Advert

Tuesday 6th December. Team members present- Amiee, Amy, Gina, Holly & Katie. Time- 4 hours. « PRESENTATION DAY! A2 board was printed this morning so the first thing we did as a group was sorted the mounting out making sure it was perfect to show in presentation. We then sourced a lecture room that was free for a few hours. We thought using a lecture room would be a good idea as not only could we see our presentation up on a big screen projector we then had an idea of what it would be like standing up to present in front of people. As time went on we all began to feel more comfortable when we speaking to eventually coming out naturally. This practising time was beneficial to have before we presented. Presentation. Team members present- Amiee, Amy, Gina, Holly & Katie. Time- 2 hours. Our presentation overall went well, a few comments were made to do with our marketing strategy which we can look over and make stronger when it comes to writing our report. No changes were needed on our A2 board design. Thursday 8th December. Team members present- Amiee, Amy, Gina, Holly & Katie. Time- 2 hours 30 minutes. Group met to mount our A2 boards ready for Unilever to look at. After these we mounted we then went and organised our report. We split sections up that suited the best of our knowledge of the product and what matched with word limits. Whilst we were together we discussed the layout of our report, which printers we could go to and should contact and overall design. As we are breaking up for Christmas we decided that we would discuss our progress of the report via our Facebook group and blog. By doing this we can talk about improvements and edit as we go along. Writing deadline: All writing for report has to be completed for first day back at university ready to put all sections together and layout the report. Christmas Break. During the holidays the group had regular discussions via our Facebook group and through the blog. This was to catch up on what everyone was getting on with completely and to keep a check on what each member was covering within their writing. Monday 9th January. Team members present- Amy, Gina, Holly & Katie. Time- 4 hours. All writing was looked over today to double check all aspects had been looked at. Texts were edited as a group and a final layout was applied to Indesign pages. Amiee was still away during this meeting but her text had been posted on Facebook to give the group an idea of what had been covered. Final bits of texts were needed to re written due to editing these were to be completed by tomorrow’s meeting. Tuesday 10th January. Team members present- Amiee, Amy, Gina, Holly & Katie. Time- 4 hours 30 minutes. As a group read through each other’s texts again double checking for any mistakes before they were applied to Indesign. Once this was complete a ‘to do list’ was created with all the small tasks that need to be completed to go into the report, this consisted of things such a scanning in consent forms and finalising bibliographies and referencing. These jobs were then shared out to complete for tomorrow. Amiee: Write a section about Trine World and create logo which can be seen on the app and website. Amy: Put consent forms all together and create chapter pages. Gina: Complete conclusion and proof read work. Holly: Work on layouts in Indesign. Katie: Edit text replacing section took out; ring John E Wright about printing, as first choice of printing location is taking too long. Team members present- Amiee, Gina & Holly. Time- 2 hours 30 minutes.


Continued editing page layouts and putting things in one folder ready to arrange.

Wednesday 11th January. Team members present- Amiee & Holly. Time- 30 minutes. Amiee continued finishing up the text on Trine World and Holly continued on page layouts. Amy & Gina joined. All worked on completing various tasks from the ‘to do list’. Time- 30 minutes Katie joined group. Were previous tasks completed? ü Amiee: Write a section about Trine World and create logo which can be seen on the app and website. ü Amy: Put consent forms all together and create chapter pages. û Gina: Complete conclusion – completed a template ready to write up. ü Proof read work. ü Holly: Work on layouts in Indesign. ü Katie: Edit text replacing section took out; û Ring John E Wright about printing – rang when she met up with the group. Time- 16 hours Today was spent finalising all aspects of the report ready for printing. Finalisation of report: Amiee, Gina & Holly Time- 6 hours Thursday 12th January. Team members present- Amiee, Amy, Gina, Holly & Katie. Report was printed today ready for hand in tomorrow. Friday 13th January. « Deadline day.

critical path





Unilever Report  

10,000 word report for Unilever