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team swalk. farron davis, louise felton, lauren hoile, lucy whitehead word count: 9,820

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ETHICS CLAUSE We confirm that this work has gained ethical approval and that we have faithfully observed the terms of approval in the conduct of this project. Signed:

Date: 09/01/12

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contents 1. consumers

1.1. - ‘the busy mum’

1.2. - ‘the part time mum’

1.3. - ‘the businesswoman’

2. introduction

2.1. - the project

2.2. - the brief

2.3. - the history of unilever

2.4. - aims and objectives

3. methodology

3.1. - primary research

3.2. - secondary research

3.3. - results and findings

3.4. - competitors

4. the big idea

4.1. - the device

4.2. - design aesthetics

4.3. - data capturing

4.4. - technology

4.5. - visualising data

4.7. - aaker model

4.6. - website


5. marketing

5.1. - the launch

5.2. - facebook & twitter

5.3. - pr

5.4. - packaging & placement

5.5. - project

6. conclusion

6.1. - summarised discussion

6.2. - aims and achievements

6.3. - what did unilever say?

6.4. - how to measure success

7. future

7.1. - consumers journey & future

8. referencing

8.1. - list of illustrations

8.2. - references

8.3. - bibliography

9. appendix

9.1. - street style

9.2. - ‘active’ post-it note survey

9.3. - instore interviews

9.4. - london design survey

9.5. - resolution questionnaire

9.6. - blog url

9.7. - london research

9.9. - manifesto

9.8. - minutes

writing key:

farron louise lauren lucy


1.

consumers


women aged 30- 45

health conscious

time strapped

self improvement


“ i

wish i had more

after the

time

to my myself. i’m always

kids and never put my feet up... 1.1.

running around

the busy mum


although i have the

reached my

time on my hands i still i don’t feel as though i’ve

goals.

1.2.

the part

time mum


my career is my life, i’m so wind down.

ambitious but i feel like i don’t have the time to 1.3.

the businesswoman


2.

introduction


Thousands of people all over the world make resolutions every day, every month and every year. The choice to change is determined by wanting to improve their selves or others around them. Reaching that end goal of a resolution is a rewarding feeling, but many feel that getting there is a tough challenge.

lucy


[

2.1.

the project

Unilever aim to focus on the future of you

By combining their expertise in producing fast-moving consumer goods and making people “feel good, look good and get more out of life” (2011, Unilever), Unilever can achieve their on-going and future visions to “help more than 1 billion people take action to improve their health and well-being” (2011, Unilever) and “transform people’s everyday habits through effective behaviour change campaigns” (2011, Unilever).

Society’s promotion into health and well-being

The media, businesses and the government understand society’s aspiration to live a healthy lifestyle. Celebrities are used to promote healthy diets and desirable appearances via the media; businesses have strict health regulations for their employees such as regular breaks and advisory working hours and the government impacts and promote health and wellbeing through the NHS which gives a vast amount of advice on eating a balanced diet and exercising regularly. In 2010, the ‘Healthy Lives, Healthy Hearts’ strategy was set up by the Government which focuses on the “long-term vision for the future of public health in England” (2010, Department of Health).

Brands are enterin the ‘consumer generation’

]

Realising that by connecting with their consumer on an emotive and empathic level means that a relationship is built, combining trust, loyalty and desire, “so brands are increasingly investing in project, not campaigns, to show what they stand for and encourage a more meaningful connection with audiences” (2011, Contagious Magazine). No more will brands just represent a product; but with this product there is a service for the consumer, an advantage and function that benefits them more than just purchasing that solo product. Living in the fastest paced society as of yet, where mass consumerism now gives one a large variety, consumers may feel that brands ignore the importance of making them feel like a ‘valued’ customer; enter a new form of brand communication: projects.

Why now?

A new demographic is emerging; the Quantified Self. The trend for tracking, recording and analysing one’s own data is rapidly becoming more popular, and growing even more commercial. The desire to self-track allows the user to improve their lifestyle and health; “one cannot change or control that which one cannot measure” (2011, FT Magazine).

lucy


2.2.

the brief

wearable device targeting a wide range of on turning an inactive consumer into an

By designing a consumers that focuses

active consumer,

Unilever will deliver their promise on transforming

people’s everyday habits. The device can be a

wrist worn accessory,

that discreetly prompts the wearer to be active, as well as

logging and

reporting

their data. Considerations must be made into the market, the consumers, the product design and the promotion of the device.

Thinking about the world that societies live in today, and how fast everything is moving, everyone is living in the future. With rapid developments in technology and mass consumerism feeding society fast, one is distracted from truly looking after their health and wellbeing. Unilever want to target a ‘wide’ range of consumers to support the wide range of consumers that their existing products supply for; contemplate consumer segmentations, their daily lifestyle and their journey and emotional attachment with a product.

The aesthetics of the accessory must attract the selected consumer as well as being a technological device that reads the wearers activity. Research into accessory trends, the ‘fashionability’ factor (never wanting to take it off ) and popular materials are important factors to account for. Unilever aim to “halve the environmental footprint of (our) products” (2011, Unilever) by 2020; therefore environmentally friendly and sustainable materials should be used to keep with the brands core values. In a generation obsessed with social media, smartphones and digital technology, relevant promotional strategies can be put forward to gain consumer interest and online/offline ‘buzz’ around the product. Considering the whole consumer journey, create stories that strive to be unique and better than all of its competitors. lucy


2.3.

history of unilever Creating a better future, every day

A company that boasts centuries of expertise, Unilever is one of the world’s leading suppliers in food, home care and personal care. With a large portfolio of brands, global recognition and success (over 150 countries), it’s made easy for consumers to come into contact with the brand in their daily routine; “160 million times a day, someone somewhere chooses a Unilever product” (2011, Unilever). With leading brands such as Persil, Dove and Flora, Unilever manages annual UK sales of €2.5 million.

Getting more out of life

‘Vitality’ is the company’s core value; Unilever believe their consumers buy the products they do because they deliver and help them ‘get more out of life’. Sure consumers buy the brand because it gives them ‘unbeatable protection’; Unilever’s consumers trust them. Unilever also encourage vitality in the environment and communities as well as working with international organisations such as UNICEF; the brand invested €91 million to communities in 2008 supporting around 16, 500 community organisations globally (2011, Unilever). After a five year strategic plan ending in 2009, “Unilever announces its new corporate vision ; working to create a better future every day with brands that help people look good, feel good and get more out of life” (2011, Unilever).

Small Actions. Big Difference

Innovation is a key factor which helps the Unilever brand keep up with the changing lifestyles of its consumers; the research and development team use breakthrough technology to get ahead of other market competition. Whilst developing the products, Unilever aim to make them in a sustainable way and reduce landfill waste; the “Unilever Sustainable Living Plan (launched in 2010) is the company’s roadmap on how it will achieve a doubling of the business while halving the environmental footprint of its products” (2011, Unilever). By 2020, the company also aim to “help more than 1 billion people take action to improve their health and well-being” (2011, Unilever) and “source 100% of our agricultural raw materials sustainably” (2011, Unilever). Unilever aim to impact the environment positively at every stage at a product lifecycle as well as promoting hygiene and wellbeing; from helping third world countries reduce illnesses caused by lack of sanitation to boosting women’s confidence with the Dove Self Esteem Fund.

lucy


Fig.1

lucy

2.4.

aims and objectives


3.

methodology


3.1.

primary research

Primary research was a key aspect for the development process. SWALK as a team conducted a wide range of methods to find out information creatively. Firstly SWALK took to the streets of Nottingham asking and photographing all demographics what they wore on their wrists. SWALK simply wanted to understand the latest trends and what type of materials people were currently wearing, they also asked them for reasons why they wore particular accessories, whether for emotional and sentimental reasons or just for a social status. This was also a useful method to define and group potential consumer groups. This particular method took place on the 2nd November 2011 at 12.04-15.06pm. (See appendix 9.1.)

SWALK carried out in store interviews with jewellery retailers Argento, Beaverbrooks and Goldsmiths. The aim was to learn who their main consumers are, what products are preferred (the highest selling items) and to gain an in depth understanding of consumer behaviour within their store. SWALK did not approach independent jewellery stores such as Pandora, Thomas Sabo simply for the reasons of receiving biased answers. SWALK chose to visit stores like Argento and Beaverbrooks as they believed they would receive an accurate opinion towards individual brands. The retailers would give an unbiased indication of which particular brands are up and coming future trends, and which are most favoured by consumers.

Firstly SWALK visited Argento, the retailer mostly sells the brand Pandora. Some of the other independent brands they promote are Thomas Sabo, Lola Rose, Chambala and Daisy Chakra. We spoke to the Store Manager on Thursday the 10th November 2011 and 12:06pm. (See appendix 9.3.). Goldsmiths was a small step away from jewellery. SWALK wanted to gain a detailed perception of the wrist worn accessory market. To learn which particular watches were desired and trusted, who was Goldsmiths consumer as well as customer behaviour that the store observes. SWALK interviewed a Sales Adviser on the 10th November 2011 at 12.40 pm. (See appendix 9.3.) Finally SWALK interviewed a Sales Assistant at Beaverbrooks to gain a secondary opinion. As Beaverbrooks and Argento are competitors and they sell similar jewellery brands. SWALK wanted to compare competitor answers to see whether there was a reoccurrence of dominant trends within the replies. The interview took place on t he 10th November 2011 at 2.41pm. (See apendix 9.3.) By personally entering the stores SWALK found that this was a successful method as they were able to engage in a conversation with an expert that were able to answer the questions professionally.

farron


It was important to establish what the general public’s perception of what the term active meant to them. By assuming without consulting their opinions and definitions, this could have misinterpreted the brief. The brief itself asks to design a wrist worn device that prevents inactivity. Activity can possibly be perceived as an hour session in the gym or small tasks such as making a cup of tea. SWALK used the technique of snowball sampling to gain various results from a wide range of demographics. SWALK approached 60 people in the streets of Nottingham asking them to write their own definition of the word active on a post it note along with their age and occupation, with this information this enabled SWALK to gain an understanding of which potential consumer group to take further into the design process. With the consumer group in my mind, SWALK were able to define a tone of voice to communicate effectively with the consumer and gain several concepts for the theme and use of the device. (See appendix 9.2.)

To gain a further understanding of the target consumer’s preferences; which at this point of the study SWALK had chosen their target consumer group to be the demographic of women aged 30- 45. A design survey was conducted in the streets of Nottingham and London where potential consumers were asked which materials from the three images they were shown, they personally preferred. The choices were Silver, Silicone and Leather, This was a very beneficial method as SWALK were able to gain a clear understanding of what their consumers wanted when purchasing a wrist worn accessory. (See appendix 9.4.)

As the ideas and concepts became clear for what SWALK wanted their product to promote, further primary research was needed from the consumer to gain an insight whether they would actually interact with the choices and concepts SWALK had developed for the wrist worn device. At this point of research the final concept for the SWALK product involved the themes of new years resolutions. Simply contracted from several other ideas from the previous research such as well being, a family orientated lifestyle, creating goals to achieve regularly, motivation and ambition. The idea of a woman making a resolution that usually fades and disappears into the year without an achieving outcome. SWALK asked 11 women within the demographics questions regarding their personal goals, interests, and whether they use social media and technology. SWALK sent out questionnaires on the 27th November 2011. (See appendix 9.5.) farron


3.2.

secondary research

When looking at the type of product that was to be produced, it was essential to look into the context of which it would sit. Various attributes and market trends would need to be considered and researched, to enable a better understanding of how the product would communicate and relate to the market today. It was necessary to do secondary research online as it would be the most up to date, therefore most relevant. With access to TED lectures, blogs, forums, and websites online, there was access to the most developed trends and ideals that are currently being forecasted. This access to information would not be available through any other source, due to the lack of constant updates that is offered online. Market trends can change and develop so much in such a small amount of time that it became pivotal to gain a further understanding of the applications and movements. SWALK took into consideration what was happening socially, politically and digitally, to ensure a maximum success rate.

When creating a product that would measure data, one would have to consider the type of trends that have been forecasted. This is to keep the product relevant for a sustainable amount of time. The quantified self is a growing movement of people that have a distinct interest in measuring and monitoring aspects of themselves, to eventually improve their health and behaviour. As this phenomenon is rapidly growing in popularity, and expanding in ways to monitor even more aspects of personal data, it is considered very much to be an up and coming trend. This is due to people willing to become more aware and informed about their own information. It offers a personal insight into the function of the physical condition and psychological mannerisms that our bodies produce.

quantified self

health & wellbeing

louise

One of the reasons why people are becoming so fascinated with their own personal data is due to the current obsession with health and wellbeing. This is a craze that is centred on how to improve your fitness, happiness, beauty, stress levels, dietary, and wellbeing. It has come about as a result of the fast growing number of concerning health issues causing alarming states of health in the UK. Inactivity being a key topic in health issues, reports suggest that inactivity causes serious illnesses such as dementia and premature death. Other reports have suggested that “significant health benefits can be obtained by including a moderate amount of physical activity on most, if not all, days of the week” (1996, John Foreyt). Since the outbreak of self-improvement products and methods, there has been a shift in approaches. In the beginning, we were bombarded with ‘quick-fixes’ that claimed to nip bad habits in a short period of time. The reality of these, seem to cause fluctuations in health and can eventually make you worse off than when you started. Therefore methods are beginning to change to attempt to re-build consumers trust. Brands are now offering more long-term options that offer a more consistent and sustainable result. “It’s only recently that people have begun to see the link between physical activity and mental health” (2007, Professor Nanette Mutrie). People are more concerned with not only looking better, but feeling better. We have never been so occupied with the idea of our own wellbeing and healthy lifestyle than we are today, and it is showing no sign of slowing down.


social media

cloud computing

project not campaign

One major catalyst to the growing popularity to the quantified self, and health conscious craze is that of social media. Social media has been a turning point in this decade for the way in which we interact with each other. We now upload and share more of our lives through technology than ever before. The quantified self is fixated by the recording of their data through technology, to build up an overview of behaviour/activity levels. It is through technology that this is even possible. A common trait to a possible or existing quantified self is that after recording the data, they share it amongst others. The key to their self improvement is to collect and analyse their data together with other data, to then compile records of numerous data that will -in the end- be able to detect defects, improvements and patterns within the human behavioural/physical systems. Using social networks allows self trackers to share amongst similar groups of people their compulsion. Social media has allowed us to be connected to each other around the world and also allowed us to get to a stage where we now upload most of who we are onto some sort of networking site. Whether it is Facebook or Twitter, or any other one of the countless networking sites that now exist, they offer a way that we can almost live our lives through technology.

One of the reasons why social sites such as Facebook and Twitter have worked so well is because they can be accessed anywhere. You are not limited by a certain computer, certain internet access or any other certain conditions. This is because of a system that has proven so innovative; it has allowed us to experience a sense of freedom within where and how we access our own personal uploaded information. This is called Cloud Computing. Cloud computing is an online database where members are able to upload personal information in a secure environment. The name cloud derives from the imagery that when you upload your information onto this system, it is like uploading it into your own cloud that sits in the world of cyber space and so you can connect to it from any computer device through internet access. Therefore cloud computing is more of a service than a product. This isn’t a particularly new concept by any means, it has been around for many years, and we can best identify with this through the examples of email accounts and university systems. It is only in the recent years become something that is much more consumer driven and has allowed us to be able to create, personalise and control our own cloud systems. Companies are more inclined to use cloud computing software as it’s easier to communicate and store data globally. Brands that are creating any type of personal technology-based products will have almost definitely considered-and incorporatedcloud computing. This is because in the digital and technical market, it is key to create a product that can incorporate a personal element of how we upload our data and store information. This can be demonstrated by looking at Apple. Apple have been pioneers in their industry, and now are even more powerful than Microsoft. They have triumphed in offering the most sufficient and sophisticated products, that allow the consumer to have almost complete control in tailoring the services that their technical products offer. For example, Apple introduced the icloud to consumers allowing them to upload their music to the cloud. This enabled them to access their music from any computer device-including their iPhones.

The idea of ‘Projects Not Campaigns’ originated from source Contagious their marketing opinion is believed that in the world of communication and promotion, campaigns are seen as not as effective rather than the new advertising technique, the project. As Contagious states a campaign is more finite, planned to the end before it starts, a project is something more amorphous and organic. They also suggest a project needs nurturing and encouraging. (2010, Contagious) Brands that have been successful in using this particular strategy, has allowed it to spread as a global trend. Pepsi Refresh and Levi’s go forth are good examples of using a project as their marketing tool, invested into helping communities, this is an emotional act that will eventually allow consumers to place their trust and interact with a brand. Projects are said to be beneficial for a brand to invest into than a campaign, simply because it gains an increase of consumer interaction and holds a longer life span, campaigns are usually seasonal where as a projects can have stages to allow it to progress further. Another reason why projects are a success is partly due to ‘word of mouth’ that is considered to be a reliable and trusted source of information to consumers, which makes social media such a key driving force.

louise


3.3.

results and findings Primary Research

Primary research provided a positive and valuable understanding of what current consumers wear in wrist worn devices and their thoughts and feelings towards a healthier lifestyle and the word ‘Active’. Consumer insights were investigated through taking street style photographs (See appendix 9.1.) which provided us with images of current trends, styles and designs that could be adapted to the brief and help towards creating an appealing wrist worn device. SWALK found that taking the photographs in an area where there was a higher footfall helped gain a variety of ages and answers from both male and female consumers. Results found that men and women both wore wrist worn devices but for women it was about matching their accessory to their current outfit, style and trend and would usually change their accessory to match a particular colour palette. Men were found to wear more expensive pieces of wrist worn accessories such as watches but we also found that men between the ages of 20-28 were wearing accessories such as leather bracelets and collectibles like festival bands and charity awareness, in a mix of cotton and silicone. From these findings SWALK were able to create the first visual brainstorm of ideas for the wrist worn device.

Development then stemmed from the next results and findings of consumer and market research from in store interviews from three current retailers and competitors on the high street (See appendix 9.3.). Information was gathered through a questionnaire and SWALK found that consumers are looking to purchase “sentimental pieces of jewellery” (2011, Argento) (See appendix 9.3.) with silver being the most popular choice of material and leather second. When asking the question ‘What do you think is up and coming in wrist worn trends?’ retailers answered that there will be “increase of interest in sterling silver goods” (2011, Argento) (See appendix 9.3.) of the highest quality, as consumers are spending more money on accessories and wrist worn jewellery pieces for everyday wear and affordable luxury and giving them a reason to never want to take it off.

Whilst SWALK were in London, a survey was initiated (See appendix 9.4.) to find out exactly what material consumers prefer when purchasing a wrist worn device. From a varied response of age and sex, it was found that ‘63% of women preferred the sterling silver jewellery’ (See appendix, 9.4.) as they felt it was something “subtle that can be worn everyday” (Student, 19, Female) (See appendix 9.1.) with any trend and given if so, as a sentimental gift. With a chosen consumer of women aged 30-45 the research could then be refined further to gain a larger understanding of SWALK’s target market and appeal to that consumer. When developing the ideas behind the use of the device a questionnaire was formed to find out what consumers thought of the word ‘Active’ (See appendix 9.2.) the results were interesting as many consumers asked didn’t think ‘Active’ meant strenuous exercise but more about “movement” (Show jumper, 25, Male) (See appendix 9.2.) and doing little things “like getting up and doing the housework” (Supervisor, 58, Female) (See appendix 9.2.). With these results SWALK were able to apply these characteristics to the wrist worn device background so that the device was functioning to every consumer need.

Once the overall look of the device had been decided SWALK introduced a further consumer questionnaire, this was to find out a way to market and promote the device, SWALK felt the idea of a Resolution device was a good way to help women reach their goals and aims for their resolution at New Year (See appendix 9.5.). Many of the results of the questionnaire showed that women made resolutions to “lose weight” (Barbara, 39) (See appendix 9.5.) and to “spend more time on myself ” (Selina, 30) (See appendix 9.5.) giving the device a strong link to helping these women reach their goals. Many women throughout the questionnaire answered that they can never stick to their new year’s resolution for long. Women felt that “motivation and support from friends and family” (Emma, 34) (See appendix 9.5.) helps them achieve their goals. Resolution offers them a forum for communication with other users on the website and the availability of an engraved message for motivational purposes. The results from the questionnaire helped to decide the name and design aesthetics for the product, the finalised idea was, ‘Resolution’ by SWALK. lauren


Secondary Reasearch

Secondary research was important to find out the future trends that can be incorporated into the wrist worn device design for Unilever by SWALK to appeal to a larger audience and exhibit the intellectual technology provided by these market trends. The key trends, sharing on social media, the quantified self, cloud computing and health and well-being were all important factors of developing the wrist worn devices technology and using their advantages. The findings from the secondary research showed these four areas of future technologies to be the most prominent and important to be included in our device. lauren

Fig.3

Fig.2

Fig.4


3.4.

competitors

When considering creating the product, it was important to consider the market it was to be entering and competing against. With the up and coming market trends, comes competing products alongside it. SWALK had to ensure there were no duplications of any products that are already out there, find a way to make the product stand out, and to learn from other products defects and downfalls. This led to an investigation into numerous apps, services and products, which somehow shared the same aim of self-improvement and reducing inactivity. There is a vast field of products out there, however it was recognised that it was vital to concentrate on the ones that have gained most credentials and sales in the market, to know what the product would be up against. It is important to look at why these particular products had succeeded and what criticisms they had run into. One of the most prominent products we came across was the Jawbone UP, a wearable device that would track the wearer’s sleeping, eating and exercise habits. However in spite of its initial success, the cracks started to show. The wristband device for measuring your every move is prone to simply freezing up. In addition to this, there is stigma surrounding the gadget as it came from a company that incorporated Bluetooth in all of its of its products, yet the Jawbone UP does not-a aspect that has proven to be widely criticised. Not having wireless technology built in, creates a ‘chore’ in having to fiddle around with taking it off, unplugging it to connect to your phone to then sync. This disallows the user to have constant updates of the data which can be off putting and time consuming. The Jawbone UP has a key similarity to the Resolution in that it is a wrist worn device with built in technology. However due to the type of data it collects-it means the device has to be touching the skin-therefore it is unable to be as pleasing aesthetically as anything other than a digital device, alienating a large group of potential consumers. There is no option of personalising the device, reducing its appeal as a gift and ruling out any sentimental value it could possibly hold. This elimination of any emotional attachment is also a vital alienating aesthetic. The FitBit is another prominent device on the market of who’s mistakes we can learn from. It has no app. “If It’s Not on Your Phone, It’s Not Important” (2011, Cliff Kuang).With smartphones and apps dominating technology, it would be a fundamental mistake to not have such an attribute to your device. Apps allow you to be able to have constant updates on the go, without this, you become detached from the device through lack of interaction. Another subtle, yet quite powerful criticism is that Fitbit has no direct motivational aspects, there is nothing that is there to give positive feedback or encouragement. There is no option of personalising the device- again reducing its appeal as a gift and ruling out any sentimental value it-which like Jawbone UP- it loses out on any emotional attachment. The Fitbit also has an aspect that is discreetly flawing. It is not something that you wear; instead it clips onto your pocket or other piece of clothing. The affects of this are that it loses out on the constant reminder of why it’s there, making it easier for the user to forget about it and dismiss its purpose. When looking at the competitors, it was important that considerations were made; through the research some key elements were picked up. It become clear how important a wireless connection and having an app is to a product like Resoltuion. The combination of both an app and wireless technology gives a sense of effortlessness as the consumer does not have to fiddle around with any plug-ins or wires, and can enjoy the freedom of updates wherever they go. Another important aspect that should be incorporated by Resolution is the personalisttion of the product. When considering how much emotional attachment people have with their wrist wear, it is surprising that the competitors have done nothing to cater for this. The sentimental value of a product can be more valued than any other aspect.

louise

Fig.6

Fig.5


4.

Fig.7

the big idea


4.1.

the device

what?

The Resolution band is a classically beautiful real silver piece of jewellery, which not only sits subtlety on the wearer’s wrist, but also monitors their day to day activity, location and movement with carefully selected inbuilt technology. Resolution has been designed to help those that set resolutions, goals and aims, but lack inspiration and enthusiasm to fulfil them.

“Resolutions lack a foundation of meaning and personal relevance that makes sure they run out of steam” (2009, Life Hack), so SWALK have taken into consideration what really creates an emotional attachment with products. Elegant and sentimental, each Resolution band is unique; the wearer has the choice to engrave personal motivational messages onto the inside of the accessory so that every resolution goal is easy to reach.

why?

“My resolution is to make no resolution as, on the basis of long previous experience, I shall be unable to keep it” (2010, The Guardian).

After working closely with and researching women aged between 30-45, SWALK understand that they desire more time to look after their selves; “to lose weight” Barbara aged 39, “to quit smoking” Emma aged 32 and “to find a nice man” Stacey aged 42 (See appendix 9.5.). It’s proven that 100% of women that were asked said they have all made resolutions in the past to improve their lifestyle (See appendix 9.5.), but found it difficult to stay motivated; “over a third of resolutions don’t make it past January and over three quarters are abandoned soon after” (2009, Life Hack).

“Positive support and motivation from my family” (See appendix 9.5.)

The Resolution band will make the user’s goal more achievable using emotive strategies such as engraving sentimental messages from loved ones which is “something more fundamental, more central and more important to (you)” (2009, Life Hack) as “women benefit more from the support provided by friends and family” (2011, Readers Digest). By creating an aesthetically pleasing classic piece, that engages the sentimental value that jewellery holds, combined with the emotional and physical benefits that Resolution offers, and extendable devices that the consumer can interact with, SWALK introduce a unique product that does more than look beautiful.

lucy


I wear my bracelet because it’s new”

“I like the changeable straps”

how?

Once a sentimental Resolution message has been engraved onto the silver band in store or online (the choice of either a personal note, or one of Resolutions own motivational memos), the wearer can choose between a variety of feedback devices to fit into their lifestyle; a smart phone app, an indoor hub and/or computer and laptop desktop reminders. The inbuilt technological chip hidden inside the silver band connects to the chosen device and the user is then able to set up their profile online, on their hub, on their smartphone or on their computer desktop. Now the profile is set up, containing basic information such as, their resolution, their name, age, picture, occupation, marital status, children and home address, the user carries on with their daily routine, whilst Resolution tracks their time spent in locations, amount of movement and type of activity. The more data collected from the Resolution band, the more feedback for the user; their profile starts growing with beautiful visual data feeding back a day to day account of their activity. This allows the consumer to look through their daily movements, to see where they could improve, and most importantly (and inspiring), highlight their positive activity. Resolution works around you; when the user has, for example, logged in at a Virgin Active Gym for 1hr 15 mins, Resolution congratulates the wearer with ‘reward points’ if their goal is to exercise more. This motivational reward system means that Resolution members can save money, get discounts and special benefits in a variety of supermarkets, retailers, gyms and spas, when gaining certain amounts; “the specter of losing money is twice as motivating as the possibility of gaining the same amount of money” (2011, Technology Review) e.g. the cost of the membership fee could be reimbursed with Resolution rewards points. Not only does the beautifully engraved bracelet help to prompt the wearer, and motivate them towards reaching their goal, but so does the technological feedback devices including online forums and social medias; if the user has chosen a smartphone app as a source of logging their data, then reminder messages will pop up during their day asking them to ‘check their rewards’- motivating the user just that little bit more.

(See appendix, pg __)

(See appendix, pg __)

lucy


Fig.8 4.2.

design aesthetics

The Resolution design attracts both the wearer to buy it for their selves, and those that would buy the device for their loved ones such as their wives, daughters and mothers. After design research was carried out in stores, on the streets and online, SWALK discovered that the targeted consumers believe that silver is the most aesthetically pleasing material for a wrist worn accessory (See appendix 9.4.). Resolution have considered Unilever’s future sustainability plans by using an environmentally friendly material; “silver is ethical in the sense that it is never thrown away” (2009, The Ecologist) and it can be melted a number of times. Resolution for Unilever understands the importance of ethical mining and considering the environment and employees when the band is being produced.

The Resolution band’s most unique and special quality is the choice to engrave their silver accessory with any message that the wearer finds personally sentimental and motivational. Unlike existing self-tracking devices which focus more a technological aesthetic, Resolution strives to stand out in the market by combining both a beautiful, simplistic look with the aspect of functioning as a beneficial device. The concept of engraving the accessory with customised messages (or one of Resolutions’ own) adapts to current jewellery trends that luxury brand Tiffany&Co. are renowned for.

Resolutions’ simplistic slip on/off design allows it to be a timeless durable piece which can be passed down through generations. The basic full circle band easily attracts the variety of different demographics that Resolution aims to. Despite decorative charm bracelets (with clasp and screw fastenings) such as Pandora and Links of London, proving to be a leading trend (See appendix 9.3.) this is not ideal for a device that needs to be worn consistently.

Street style research has shown SWALK that consumers like to update and change their accessories in order to feel like they are wearing something new. In the same way that charms are added onto bracelets and watch straps are changed, a number of Resolution bands with different engravings can be worn at the same time for sentimental value: a collector’s item.

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4.3.

data capturing

There are three main important devices of data capturing, the first that would be successful for the busy mum is the indoor hub, it is designed to replicate a jewellery box, an ornate unobtrusive item that fits subtly into the homes of the consumer. SWALK have chosen to design the hub to be visually attractive rather than another considered box of technology with wires. An LCD screen is fitted within the inside lid of the hub, which displays the consumers daily progress map, portraying data in beautiful informative way. The hub also allows a quick efficient connection to the forum and consumers personal profile, with no login or computer start up.

Fig.9

The Smartphone App is another efficient alternative for the consumer to connect to the Resolution service. This would most likely be useful to ‘the businesswoman’, simply for the reasons that she’s always on the go and during her travels she can quickly access her daily information using the device that is attached to her hand for the majority of her working day. The Smartphone is great way to send reminders to our consumers to gain an instant and constant consumer interaction.

The third device of data capturing is through the use of the computer desktop, once the wearer of our product is in the same Wi -Fi area as the computer device, the resolution band is then able to transmit reminders and prompts to our consumer onto the pop up box on their desktop screen. This would be a useful way of connecting with the ‘businesswoman” simply reminding her subtly of achieving her goals and succeeding with her daily tasks.

Fig.10

Fig.11 farron


Fig.12

4.4.

technology

The technology used within the Resolution band is simplistic, efficient and successful. It does not require a battery charge so there is no means for the consumer to take the product off their wrist. This is securing a sense loyalty with the consumer. .Wi- Fi is a key participant in technology, simply so the silver resolution band can interact with other devices that will communicate with the consumer, such as computers, mobile phones, ipad/tablets and hub stations.

RFID (radio frequency identification) This type of technology is useful for our product as it enables information to be omitted to other devices. Radio waves transmit information to one chip to another, that is found in an electronic device that will then store the data. For our product a chip will be inserted into the silver band and will then communicate its data to our capturing devices such as the hub, smartphone and computer. Inside the chips are transmitters and receivers, the transmitter transmits encoded radio signals to the other chip which then receives the message and responds with its identified information. Another advantage from using this technology is that the RFID tags do not require a battery charge instead the tags uses energy transmitted from the reader.

A gyroscope is an essential piece of technology that needs to be fitted into the silver band, simply so it can measure the movement, as a Unilever spokesperson suggested a gyroscope gathers much more valuable information from the wrist, as this is the only place on the body that defines movement in detail. A gyroscope uses kinetic energy, so therefore does not require a battery charge.

GPS (Global Positioning System) will also be included within the technology of the product, simply to then communicate with the consumer, suggesting places to go, and helps create the progress map of their day and also calculating rewards from the type of places they have visited. For example if a consumer’s resolution is to do with weight loss and the consumer attends the gym for a long period of time the GPS recognises the time and location which is then recorded on the personal profile resulting in gaining further rewards.

All of the systems are a chip in built into the silver band. There is no need for a battery to be recharged, as the technologies are able to continue to work successfully without this requirement. A device that would need to be recharged and taken off is unreliable for the brief, as we need no reasons for the consumers to take off the band, so they gain an emotional attachment and a much more accurate scan of their day to day life.

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Fig.13

4.5.

visualising data

The service of cloud computing we provide for our consumer ranging from the app, the forum and the website will have of large majority of data shown. It is essential that the data is consistently visually attractive to upkeep a continuous interest from the consumer. The data we collate does not necessarily need to be graphs and pie- charts, as sometimes when data is portrayed in this ordinary generalised manner, it can be perceived boring and too detailed. Therefore the data that is included for personal tracking should be creative and visually appealing to the consumer’s eye. As Davis McCandless suggests in his TED Lecture that the public are being fed information graphics constantly through the web and just everyday life. He says ‘I don’t feel like I’m unique, I feel like everyday all of us now are being blasted by information design, it is being poured into the eyes through the web and were all visualizer’s now, were all demanding of visual aspects to our information and there’s something almost quite magical about graphic information, its effortless.’ (2010, Davis McCandless) . An example amongst SWALK’s data that is featured throughout the app is the personal progress map, which is created from the consumers location being tracked by RFID and WI-FI through the course of the day (see figure above). The user is able to select categories that are colour coded, such as exercise, family, shopping and link them with locations. For example if a consumer visits a Sainsburys store this would then be recorded on their personal map onto their profile, explaining the activity and the amount of time spent . The progress map is very simple, but visual way of displaying, what can be complicated information in almost the style of a racetrack.

farron


4.6.

website

The Resolution website allows online users and owners of the product to log in, sign up and learn more about the ideas and benefits behind Resolution. With insightful information, demonstrations and an interactive web forum the website can guide you to keep updated on your progress with little steps to a healthier lifestyle.

Application software is changing the world and helps build social awareness, developing the users experience for a service led product. Application software has been adapted to the Resolution website, designed to help the user to perform specific tasks whilst benefitting, providing an intellectual experience. The app on the website will enable the consumer to manage their information and review their progress whilst also allowing them to personalise their application. Apps are a strong piece of technology as they keep the user updated on their current progress to many media platforms using WIFI technology with tasks, reminders and data visualization. The website allows the owner to personalise their homepage and profile and gives them the option to turn on/off any applications that the Resolution band provides, putting the consumer in control. Fig.14

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Engraving a piece of jewellery is a great way to add a sentimental touch to any gift. This fast, efficient and reliable resource from Resolution provides the service to receive their band engraved to the highest quality and have it back promptly to let the steps to a healthier lifestyle begin. Expressing emotion through engraving combines a beautiful message on a simple design whether it is a motivational for you or simply a message from a loved one. The process is free of charge and enables the Resolution band to become a highly desirable piece of jewellery, which is sentimental and personal to you and your goal.

Forums are a good way to discuss, interact and communicate with others. The forum available on the website guides you to find out more about their Resolution band and the best ways to use it. It also gives a great way to share tips, tricks and motivational quotes and stories that have helped other Resolution consumers achieve their goals. The website forum acts as a strong community for wearers and is open to discussions, aiding consumers to bounce of each other’s momentum and support.

Updates and information can be shared using varied social media sites and links using the website tabs. This allows the freedom to connect to friends and family, communicate with others and share to the huge trend that is social media networking. The interactive platform lets owners view their information including points and rewards they have earned that will help them gain discounts at retailers such as Early Learning Centre, Tesco’s and House of Fraser and visualise their data through a variety of mediums to match the consumer’s preference. For example, if a consumer prefers to visualise their data in a table or graph, Resolution can adapt to their data and provide statistics to match their goals and achievements through forms of charts and other interesting ways.

lauren


4.7.

Fig.15

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aaker model


5.

marketing

“


women

To 30-45 year old , who have the desire to improve their selves, Resolution is a beautiful piece of

motivation

jewellery that gives them that subtle bit of to help them to reach their personal goal.

5.1.

the launch

The marketing strategy of Resolution takes the consumer on a journey to notice, understand and eventually buy the product. Outdoor marketing concepts start off the teaser adverts, with the use of billboards alongside busy roads, tube stations and bus shelter spaces. The teaser posters are situated in certain locations that our consumer comes into contact with on their day to day routine. They include the Resolution colours, logo and font type which allows consumers to recognise and link the Resolution story together each time they see a different advert. The teaser adverts use indications of what the Resolution band is for example “£1523 was saved today in supermarkets” which makes passers-by question what the product and brand is.

The teaser posters are exposed via outdoor marketing from the start of October, which gives a two month run up to the major Resolution Launch on New Year’s Day; a day which is recognised for setting new resolutions. Using DOOH (digital out of home) marketing to launch the brand offers a wide amount of exposure; live interactive LCD screens which count the number of Resolution users logging into the forum will be set up across many UK cities situated in busy, popular areas creating viral marketing; word of mouth. This can be watched online via a live webcam for the online community.

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Once the major launch has been exposed to the public on New Year’s Day, the consumers will use online social networks getting more involved and understanding more about Resolution as they will be curious. The online viral buzz around Resolution will stem off from the brands website, Twitter and Facebook page. Using DOOH marketing concepts initially is more relevant and applicable for Resolutions target demographics, which will come across outdoor marketing before online promotion. The use of social media and online applications for Resolution aids to society’s current obsession with digital communication and widens the consumer base.

Fig.16

Fig.17

Fig.18

Once Resolution has created an online and offline buzz, PR channels such as TV, publications and online will promote the device in the spotlight of the media on a large scale and to a variety of different audiences. DOOH marketing will continue throughout the lifecycle of Resolution, using instore interactive screens that allow the users to participate in personal projects, as well as growing the online community around Resolution.

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[

5.1.

facebook and twitter

Facebook and Twitter will be used as a marketing tool that will follow on from the teaser advertising. People will start to become familiar with the logo and typo that is used in the teasers, and recognise the circulation of the Facebook page and Twitter account. With the Facebook you will be able to ‘like’ the page and share it with your Facebook friends. There will also be an opportunity to upload your own video’s and comments on the page wall, sharing what resolutions you have made and your progress. The Twitter account will update with any current news, sightings, and developments. People will be able to re-tweet (kick starting twitter trends), share statuses, and keep updated with the current affairs. It is important to have a social networking presence as it will expand the brand awareness. In addition to this-having a prominent online presence will boost a brand’s credentials with an audience that have an interactive awareness of what is relevant with new products in the market. Fig.19

]

Fig.20

louise


5.2.

pr

The PR that will be executed for the Resolution product will include various media channels. These will include reviews in publications, online, and on television. The publications will include Stylist and the Evening Standard-these will target our business women who will pick them up on her way to work and read during her commute- as she likes to keep up with daily affairs and is part of her daily routine. In addition to this, adverts will feature through out on a regular basis. These will also be featured in publications such as Red, Grazia, InStyle, Elle, Easy Living, and Women’s Health. These will be the kind of publications that will be found in the houses of our other consumers-‘the busy mum’ and ‘the part time mum’. The Resolution band will be a feature in ‘The Style List’ and other review sections in these publications. The online PR will consist of similar methods. The band will feature in top gift lists and Christmas lists(this will be a very important part of the PR as it will tie in around the time of the official launch of the product) in online media such as The Guardian and general adverts will appear on similar websites. These gift ists wil be very important around Christmas For the television PR, shows such as The One Show, The Gadget Show, Daybreak, and This Morning will be targeted to feature a five minute slot where the presenters will be talking about and explaining the product, and incorporating test runs with participating individuals. This will allow our potential consumers to see the product in action and see what live opinions the presenters will have about it. This is important as it will give a sense of real honesty and embed trust into the product. Fig.21 Fig.22

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Fig.23

5.3.

packaging

Resolution packaging will keep to the same understated luxury to the band itself with clean lines and high quality. It will keep to the original colour palette of SWALK’s initial idea and shades of purple, grey and white and incorporate Resolution’s circle logo. The exterior aesthetics will be a simply formed box made from white acrylic with the ‘Resolution’ brand name debossed into the front in silver. This will keep the packaging subtle, with the user’s identification number on the reverse of the box for registration to Resolution software. The interior will consist of a burgundy pillow for the Resolution band to delicately wrap around when purchased and also used when sending the device for engraving. The box can then be stored and used multi-functionally. The price point of the product will have a R.R.P of £70 as it is made from sterling silver and is a highly desirable piece of jewellery.

lauren


5.4.

placement

The Resolution band is a simply and stylishly designed piece of silver jewellery. For this reason Resolution has placed the band alongside other jewellery pieces also in silver at a similarly marked price point within department stores such as John Lewis, Selfridges and House of Fraser. These placements secure the band as a highly desirable product. Resolution will be placed in department stores as it can be well marketed with various media platforms such as magazine publications, billboard advertisements and links with Resolution’s registration counter up in major cities around the UK. This will allow Resolution to remain in the spotlight within the high street, expanding awareness of the product especially within the launch process period of Resolution, finally to be released on the 01.01.2012.

Resolution will also be placed alongside health and well being aids in health retailer and department store, Boots. Resolution will fit within these product lines and will boost and strengthen marketing strategies and reach a larger audience and appeal to SWALK’s target consumer of women aged 30-45.

[

]

Fig.24

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5.5.

project

The resolution project focuses upon the well being and individual achievement among women of its demographics. The project gives women the opportunity to set tasks and even create a new years resolution that could last a lifetime rather than just three weeks. The rewards and benefits system that runs alongside the projects helps contain interest from consumers. An example of the use of DOOH marketing within the project are the Resolution LCD screens which are situated in stores such as House of Fraser, Next and Marks and Spencers. Boots has a similar technique to the Resolution project in the form of their boots advantage card and has proven to be a very successful reward system as they gain consumer loyalty and interaction. A rewards system is a successful strategy of marketing as it can be tailored to the consumer, it can observe where and what they purchase and give them in return beneficial rewards. Once a consumer invests into Resolution they automatically gain a number rewards to go towards their vouchers for their chosen brands.

Fig.25

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[ 6.

]

conclusion


6.1.

summarised discussion How the Brief has been fulfilled

Resolution has been designed as a wrist worn device that helps to combat inactivity and lifestyle goals in a wide variety of demographics that Unilever target in their large portfolio of brands. With society rapidly becoming obsessed with looking after their well-being the self-tracking concept is increasing, as well as the craze of online and digital communication which Resolution has adapted. Resolution works with its consumers throughout its whole lifecycle, promoting the Resolution Project that benefits the user by interacting with the brand in their daily routine.

What is unique and successful about Resolution?

The consumers of the Resolution accessory have been thoroughly researched so that it adapts to their needs and fits into their lifestyle, being discreet and subtle; the simplistic silver bracelet is a piece of beautiful jewellery, and tracks and improves the wearer’s well-being. The Resolution consumer is time strapped, yet strives for self-improvement; their changeable and beautifully visual data is made easily accessible so they can track their progress and resolution at any time and once again, this fits subtlety into their everyday routine. Within building the Resolution brand, a successful element is the concept of it being a truly personal and sentimental accessory (through engraving messages), something that primary research proved to SWALK to be exceptionally important when purchasing wrist worn accessories. This makes Resolution appropriate for the current jewellery and technology market, yet one step ahead into future trends with self-tracking inbuilt technology.

Unilever + Resolution = An Innovative Future

Being a globally successful company, Unilever have many aims to keep growing. With goals to improve sustainability factors and consider the environment, Resolution’s silver design aesthetics and thoughtful manufacturing aspects help Unilever achieve success within this. Resolution is a versatile product, which interacts with a variety of ages and demographics; the accessory will attract the existing consumers, as well as building new relationships with new ones, therefore expanding Unilever even more.

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6.2.

aims and achievements

Fig.26

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6.3.

�

what did unilever say?

Positive feedback was received from Unilever’s User experience leader, Alannah Warner. She enjoyed the use of strong visuals throughout the presentation with a simple but effective design. Alannah felt it was a well constructed idea and had a lot of depth, one thing that she found interesting was the use of engraving to personalise the product as she had not yet seen this in a Unilever product. Whilst having many positive points in the feedback there were a few weaknesses within the group presentation and points that needed to be improved and worked on. These included referring precisely towards how the market research of the Resolution idea was formed and how we worked on the idea to create our consumer and design aesthetics. Also we found we need to improve our product and packaging ideas as Alannah thought they were rushed and not thought through to match our target consumer and price point effectively. The placement of the product would also need to be tweaked and thought about further and hopefully this has been achieved through meetings as a group and a more in depth and descriptive brainstorm about the placement of our Resolution product.

lauren


6.4.

how to measure success

SWALK can see that people are using Resolution by recording and tracking users logging on and checking in at certain locations and at particular times of the day to see when the Resolution is most active. SWALK can then also measure how long the users log into the applications and website for and what they are doing. This will help to keep an update of new and existing Resolution users to measure how long consumers are sticking to their goals for and how much support users need to do so.

SWALK can find the most popular uses of Resolution by logging in and reading the information through booths located in stores and supermarkets provided by Resolution, the hub, smart phone app, large Resolution LCD screen and the desktop users because of the technology of WIFI, RFID, GPS and Gyroscope. With the information from the technology this then allows Resolution to market the product better and react efficiently to consumer needs and feedback more precisely. For example, if the most popular location used according to the WIFI technology was Tesco’s then Resolution can work closer with Tesco’s to market both companies better and offer more people discounts and points on a day that is busier, for women with children is more likely to be at a weekend.

lauren


[ ] 7. -

future


7.1.

the consumer journey

The future of Resolution will have many opportunities for brand expansion to further the consumer journey: the Resolution brand will have the opportunity to create a product that adapts to a male consumer. The aesthetics will be altered so that they become more masculine whilst keeping the key elements such as the engravings; this makes it recognisable as part of the Resolution identity. The Reward system will be available in popular male gadgets, technology and retail stores and other supporting features will also be tailored to cater for a male audience. This will open the doors to a whole new type of consumer and expanding the brand awareness. As the line of Resolution bands expands to cater for a larger (male) audience, there will be additional variations for the female product to ensure continuity and keep up to date with current trends. One way the brand will do this is to develop new design ideas, such as offering a range in different metals that will include gold, rose gold and bronze as different colour metals in the jewellery industry is an emerging trend. This is just one example of how Resolution can adapt and grow to keep its credentials as a relevant brand on the market. Resolution will release a range of collective jewellery pieces that will mirror the design aesthetics so that consumers are able to identify separate pieces to the brand. These will include earrings, necklaces and rings that will incorporate the round band detail and the engraving design. This will enable consumers to buy into the complete set and make the products part of their collection, therefore create a Resolution lifestyle. All the avenues of brand expansion discussed above will re-enforce the brand values of sustainability, beauty, quality, and trust within the products. Resolution will grow to become globally recognised, standing next to other leading brands under the Unilever umbrella.

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8.

referencing


8.1.

lists of illustrations Figure 1. SWALK (2011] Aims and Objectives graph [Accessed on 28/12/2011] Figure 2. SWALK [2011] Consumer Insights 1 [Accessed on 20/11/2011] Figure 3. SWALK [2011] Consumer Insights 2 [Accessed on 20/11/2011] Figure 4. SWALK [2011] Consumer Insights 3 [Accessed 20/11/2011] Figure 5. FitBit [2011] FitBit Logo and Device [Accessed 6/11/2011] Figure 6. Jawbone UP [2011] Jawbone Logo and Device [Accessed 6/11/2011] Figure 7. SWALK [2011] Resolution Band [Accessed 15/11/2011] Figure 8. SWALK [2011] Resolution Band, Engraving [Accessed 15/11/2011] Figure 9. SWALK [2011] Resolution Iphone App [Accessed 16/11/2011] Figure 10. SWALK [2011] Resolution Desktop Reminder [Accessed 18/11/2011] Figure 11. SWALK [2011] Resolution Jewellery Box Hub [Accessed 18/11/2011] Figure 12. SWALK [2011] Resolution Technology Diagram [Accessed 20/11/2011] Figure 13. SWALK [2011] Visualising Data Diagram [Accessed 20/11/2011] Figure 14. SWALK [2011] Resolution Website [Accessed 20/11/2011] Figure 15. SWALK [2011] Resolution Aaker Model [Accessed 20/11/2011] Figure 16. SWALK [2011] Underground Teaser Ad [Accessed 21/11/2011] Figure 17. SWALK [2011] New Year’s Day Live interactive LCD screen [Accessed 21/11/2011] Figure 18. SWALK [2011] Teaser Billboards [Accessed 21/11/2001] Figure 19. SWALK [2011] Facebook Page Mock up [Accessed 22/11/2011] Figure 20. SWALK [2011] Twitter page mock up [Accessed 22/11/2011] Figure 21. SWALK [2011] Online PR example [Accessed 24/11/2011] Figure 22. SWALK [2011] Publication PR example [Accessed 24/11/2011] Figure 23. SWALK [2011] Resolution Packaging [Accessed 25/11/11/2011] Figure 24. SWALK [2011] Product Placement [Accessed 25/11/2011] Figure 25. SWALK [2011] Project Resolution In-store Screen [Accessed 28/11/2011] Figure 26. SWALK [2011] Aims and achievements graph [Accessed 02/12/2011]


8.2.

referencing

Unilever, 2011, “Health, Hygiene and Beauty” [Online] Available at: <http://www.unilever.co.uk/brands/hygieneandwelbeing/ > [Accessed: 17/11/11] Unilever, 2011, “Our Biggest Challenge” [Online] Available at: < http://www.unilever.co.uk/sustainability/ > [Accessed: 10/12/12] Unilever, 2011, “Hygiene and Well Being” [Online] Available at: < http://www.unilever.ca/sustainability/Hygiene_well_being/ > [Accessed: 10/12/11] Department of Health, 2010, “‘Healthy Lives, Healthy People’ sets out the future for public health: Health improvement to be driven locally” [Online] Available at: < http://www.dh.gov.uk/en/Aboutus/Features/DH_122253 > [Accessed: 17/12/11] Department of Health, 2010, “‘Healthy Lives, Healthy People’ sets out the future for public health: Health improvement to be driven locally” [Online] Available at: < http://www.dh.gov.uk/en/Aboutus/Features/DH_122253 > [Accessed: 17/12/11] Contagious Magazine, 2011, “Projects Not Campaigns” [Online] Available at: < http://www.contagiousmagazine.com/2011/06/projects_not_ campaigns.php > [Accessed: 02/12/11] FT Magazine, 2011, “Invasion of the Body Hackers” [Online] Available at: < http://www.ft.com/cms/s/2/3ccb11a0-923b-11e0-9e00-00144feab49a.html#axzz1hGY6sfk3 > [Accessed: 12/12/11] Unilever, 2011, “Unilever Sustainable Living Plan” [Online] Available at: < http://www.unilever.co.uk/sustainability/USLP/ > [Accessed: 10/12/11] Unilever, 2011, “Brands for Life” [Online] Available at: < http://www.unilever.co.uk/brands/ > [Accessed: 10/12/11] Unilever, 2011, “Sustainable Innovation” [Online] Available at: < http://www.unilever.com/innovation/innovationinunilever/Sustainableinnovation/ > [Accessed: 11/12/11] Unilever, 2011, “Sustainable Innovation” [Online] Available at: < http://www.unilever.com/innovation/innovationinunilever/Sustainableinnovation/ > [Accessed: 11/12/11] Interviewee Anon, 2011. Active Questionnaire Interviewed by...SWALK [In store] Nottingham Trent University, 11 November 2011, 14:00 Interviewee Anon, 2011. Active Questionnaire Interviewed by...SWALK [In store] Nottingham Trent University, 11 November 2011, 14:00 Williamson, B., 2011 Resolution Questionnaire Interviewed by...SWALK [In store] Nottingham Trent University, 29 November 2011, 11:37


Varney, S., 2011 Resolution Questionnaire Interviewed by...SWALK [In store] Nottingham Trent University, 29 November 2011, 11:45 Interviewee Anon., 2011 Resolution Questionnaire Interviewed by...SWALK [In store] Nottingham Trent University, 29 November 20 11, 11:58 Cliff Kuang, 2011, “The Jawbone UP Fails, But Teaches 3 Golden Rules for Experience Design” [online], Available at: <http://www.fastcodesign. com/1665491/the-jawbone-up-fails-but-teaches-3-golden-rules-for-experience-design> [Accessed 08/11/11] Martinson, J, 2010, “My New Year’s Resolution is…..” [Online] Available at: < http://www.guardian.co.uk/lifeandstyle/2010/dec/31/my-new-yearsresolution > [Accessed: 20/12/11] Life Hack, 2009, “New Year’s Resolutions don’t work- here’s why” [Online] Available at: < http://www.lifehack.org/articles/lifestyle/new-years-resolutions-dont-work-heres-why.html > [Accessed: 17/12/11] Life Hack, 2009, “New Year’s Resolutions don’t work- here’s why” [Online] Available at: < http://www.lifehack.org/articles/lifestyle/new-years-resolutions-dont-work-heres-why.html > [Accessed: 17/12/11] Readers Digest, 2011, “Keeping your New Year’s Resolution” [Online] Available at: < http://www.readersdigest.ca/health/healthy-living/keepingyour-new-year-s-resolutions > [Accessed: 11/12/11] Singer, E, 2011, “How to Stick to New Year’s Resolutions” [Online] Available at: < http://www.technologyreview.com/biomedicine/26995/ > [Accessed: 20/12/11] Lee, M, 2009, “Can Silver ever be ethical?” [Online] Available at: < http://www.theecologist.org/green_green_living/clothing/270580/can_silver_ ever_be_ethical.html > [Accessed: 14/11/11] McCandless, D. 2010. The Beauty of Data Visualisation. TED lecture. [Online] Available at: http://www.ted.com/talks/david_mccandless_the_beauty_of_data_visualization.html [Accessed on 29/12/2011] Interviewee Anon, 2011. Active Questionnaire Interviewed by...SWALK [In store] Nottingham Trent University, 11 November 2011, 14:00 Interviewee Anon, 2011. Active Questionnaire Interviewed by...SWALK [In store] Nottingham Trent University, 11 November 2011, 14:00 Williamson, B., 2011 Resolution Questionnaire Interviewed by...SWALK [In store] Nottingham Trent University, 29 November 2011, 11:37 Varney, S., 2011 Resolution Questionnaire Interviewed by...SWALK [In store] Nottingham Trent University, 29 November 2011, 11:45 Interviewee Anon., 2011 Resolution Questionnaire Interviewed by...SWALK [In store] Nottingham Trent University, 29 November 2011, 11:58 Cliff Kuang, 2011, “The Jawbone UP Fails, But Teaches 3 Golden Rules for Experience Design” [online], Available at: <http://www.fastcodesign. com/1665491/the-jawbone-up-fails-but-teaches-3-golden-rules-for-experience-design> [Accessed 08/11/11] Martinson, J, 2010, “My New Year’s Resolution is…..” [Online] Available at: < http://www.guardian.co.uk/lifeandstyle/2010/dec/31/my-new-yearsresolution > [Accessed: 20/12/11] Life Hack, 2009, “New Year’s Resolutions don’t work- here’s why” [Online] Available at: < http://www.lifehack.org/articles/lifestyle/new-years-resolutions-dont-work-heres-why.html > [Accessed: 17/12/11] Life Hack, 2009, “New Year’s Resolutions don’t work- here’s why” [Online] Available at: < http://www.lifehack.org/articles/lifestyle/new-years-resolutions-dont-work-heres-why.html > [Accessed: 17/12/11]


Readers Digest, 2011, “Keeping your New Year’s Resolution” [Online] Available at: < http://www.readersdigest.ca/health/healthy-living/keepingyour-new-year-s-resolutions > [Accessed: 11/12/11] Singer, E, 2011, “How to Stick to New Year’s Resolutions” [Online] Available at: < http://www.technologyreview.com/biomedicine/26995/ > [Accessed: 20/12/11] Lee, M, 2009, “Can Silver ever be ethical?” [Online] Available at: < http://www.theecologist.org/green_green_living/clothing/270580/can_silver_ ever_be_ethical.html > [Accessed: 14/11/11] McCandless, D. 2010. The Beauty of Data Visualisation. TED lecture. [Online] Available at: http://www.ted.com/talks/david_mccandless_the_beauty_of_data_visualization.html [Accessed on 29/12/2011]


8.3.

bibliography

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ARTICLES Black, C, 2008, “Working for a Healthier Tomorrow” [online], TSO Available at: < http://www.dwp.gov.uk/docs/hwwb-working-for-a-healthier-tomorrow.pdf > [Accessed: 17/12/11] Strandberg, C, 2002, “The Future of Corporate Social Responsibility” [online] Available at: < http://www.corostrandberg.com/pdfs/Future_of_CSR.pdf > [Accessed: 05/11/11]

BOOKS Gladwell, M, (2001). The Tipping Point: How the little things can make a big difference. London: Abacus


9.

appendix


9.1.

street style


9.2.

‘active’ post-it note survey


9.3.

instore interviews

blank questionnaire INTERVIEW QUESTIONS FOR JEWELLERY STORES What is your best selling product?

What is your stores main consumer?

What do you think makes your products stand out from other retailers?

How often do you get new styles of products or updated trends?

Does casual design sell better than formal pieces?

What is your personal favourite piece and why?

What do you think is up and coming in wrist worn trends?

blank consent form


questionnaires


consent forms


9.4.

london design survey

survey

Visualised survey results


9.5.

emails

resolution questionnaires


survey monkey

facebook


9.6.

blog url

www.swalkunilever. blogspot.com


9.7.

london research


9.8.

minutes

Date: 24.10.11 Time: 15:00- 17:00 Location: Waverly 120 Attendees: Lucy, Lauren, Farron, Louise, Juliar Actions: • Seminar-received the live project brief • Created facebook group to allow discussions, planning and thoughts. Discussions: • Thought of questions and read through and discussed as group. Date: 26.10.11 Time: 14:32-16:17 Location: Library 4th floor- first official team meeting Attendees: Lauren, Louise, Farron, Lucy Actions: • Allocated roles; Spokesperson: Farron Team minutes/diary: Louise Blog: Lucy • Brainstormed initials ideas/key features Discussions: • Looked at deadlines and thought out time management • Thought about what primary research we may want to carry out • Thought through sectioning the brief • Discussed initial research to be sectioned off to individuals for the market/Macro trends • Spoke about ‘A day in the life of…’ • Spoke about the blog and how we would like to execute this Deadlines for next meeting: • Attempt to do ‘A day in the life of..’ each by Thursday 27th or Friday 28th • Sectioned off ¾ points each to research from market/macro trends for Friday • Arranged to meet on Friday 28th at 1.15pm, to review findings and discuss. To extend on brainstorm, talk about ‘a day in the life of ’. Section off and research allocated points on consumer for over the weekend. Date: Monday 31.10.11 Time: 12:03-14.52 Location: Waverly Attendees: Farron, Lauren, Louise, Lucy. Discussions : • Discussed everyone’s points of research and what they found out, what was key to our project, what was found to be relevant and interesting in relation to our ideas. • Agreed that we would put our findings on the blog so that we could share the research among us. • Talk about using www.fittt.com to organise our data. Actions: • Worked on layout of blog • Creating information snippets on a word document of our chosen competitors from graph. • Watched TrendHunter TV clip on YouTube about wrist worn devices Deadlines/planned actions for next meeting: Bring Post-it notes, camera and notepad for primary research to next meeting


Date: Tuesday 01.11.11 Time: 13:48-15:46 Location: Spankies Attendees: FCP: Farron, Lauren, Louise, Lucy. PD : Carl, Ricki, Michael (other two members in a workshop) Discussions: • FCP explained our initial ideas to PD • PD explained current actions that had been carried out in their team • PD explained an idea to have the product measure if you have done enough on average in a day to maintain a healthy lifestyle • Shared the idea of cost and promotion of finished product eg. Buy a certain amount of UNILEVER products, you get the product for free • Asked questions about both project briefs , how they differ, and what things are the same. • Both groups discussed their initial ideas about consumer groups and which ones to consider targeting • Discussed the line between FCP and PD (how far does FCP have to think about the design, technology, size etc. and how much does PD have to do in terms of primary research, concepts, target markets ect.) Actions: • Took down notes of any useful ideas from PD • Asked PD to scan in their research and post it to us either via blog or facebook page • At 14:09 Farron leaves to go to work Deadlines/actions to be fulfilled: • Agreed that we would attempt to make our joint meeting on a weekly basis (preferably at the beginning of the week) Date: Wednesday 02.11.11 Time: 12:04-15:06 Location: Victoria Centre, Nottingham Attendees: Louise, Lauren, Lucy. Discussions: • General discussions about the current research being carried out (try and target people that you can see wearing items on their wrists) (who we should avoid asking such as people on the phone, eating look like they are in a rush) • Talks of what type of figures we should acquire from our research so that we can have enough to make our research liable, and to also be able to create statistics and data from the figures Actions: • Carried out Market research in the form of street style pictures of what people wore on their wrists, this was to help identify current trends • Alongside this we asked the individuals a few questions in regards to their wrist wear to give us insight into what aspects we wanted to know about Deadlines/actions to be fulfilled: • Agreed to meet the next day in between the lecture and seminar to discuss findings of research and upload to blog • Have the notes from the research typed up so it can be uploaded strait away to the blog Date: Thursday 03.11.11 Time: 12:27-14:54 Location: Waverly building Attendees: Louise, Lauren, Lucy, Farron Discussions: • Recapped our actions of the previous day to Farron so that she is up to date and fully informed about the primary research that was carried out. • Talked about possible questions we would like to ask in our interviews with the retailers that sell wrist worn devices , which ones would give us the most insight and which ones would reveal the most in relation to what we want to find out. • Debated about what is the most important information we want to know, deciding which ones were the most important questions to ask, making the interview time effective whilst gaining the upmost amount of information possible. Actions: • Uploaded street style research pictures to the team SWALK blog • Uploaded our other research that we individually carried out to the team blog Deadlines/actions to be fulfilled: • Distributed to each of us a journal of two from the list put up on the NOW that we would read over the weekend • Looked at any other loose ends that could be tied up over the weekend


Date: Monday 07.11.11 Time: 12:07-13:11 Location: Spankies Attendees: FCP: Farron, Lauren, Lucy, PD: Riki, Lauren, Mikhalia Discussions: • PD explained they had a short presentation to their tutorial groups underpinning their three possible ideas of: Toothbrush App, HeartRate Monitor, and Combating Child Obesity with D.A.N.I • PD also shared other ideas with FCP around concepts for the wrist worn device such as using a tamigotchi concept, and UV sensitive bands • FCP discussed with PD the different research we had both taken out into the different target areas • FCP also explained what primary market research we had carried out at that point and what other research we planned to carry out before Monday 14th November in time for our presentations to each other. • FCP also re-capped all our concept ideas to Lauren and Mikhalia as this was the first time they had met the FCP team, and explained how much research we had to undertake before we could begin our ideas of design and function of our device Actions: • FCP looked through a large range of PD’s development ideas (there was about 30) and research about child obesity. • PD looked through our brainstorms/ideas and looked over our brief to compare with their own Deadlines/actions to be fulfilled: • Both FCP and PD will do relevant preparations for formal progress presentations on 14.11.11 • FCP to meet tomorrow (08.11.11) to carry out primary research on the form of mini interviews with shops that sell wrist worn accessories • FCP also plan to ask ‘what is active’ and have the answers written on post it notes as another form of primary research Date: 08.11.11 Time: 13:24-15:04 Location: 4TH Floor, Boots Library Attendees: Lauren, Louise, Lucy Discussions: • Discuss potential ethics needed for interviews with shops e.g. Pandora • Discussion of other research methods we should do such as voxpops, focus groups • Talked about the different ways in which we should consider presenting our findings Actions: • Looked up ethics documents on the NOW • Composed consent form for in-store interviews and printed out a hard copy • Typed up questionnaire, printed out 3 copies. • Typed up test run of focus group from the seminar Deadlines/actions for next meeting: • To interview a handful of shops including Magnolia and Pandora with our set questionnaire • To do market research with the post-its regarding the theme of activity (Both to be completed on Wednesday and Thursday) Date: Thursday 10.11.11 Time: 11:55-14:51 Location: Victoria centre, Nottingham Attendees: Farron, Lauren, Louise, Lucy. Discussions: • Discussed possible ideas for London trip • Discussed other ideas of research we need/should consider to carry out to gain a Actions: • Carried out primary market research in the form of interviews with various shops that sell wrist worn devices/accessories (consent forms were provided) Deadlines/actions to be fulfilled: • Plan to bring various coloured post-it notes with us, to meet tomorrow (Friday 11.11.11)and carry out primary research to ask people to write down their idea of what ‘active’ means • To plan out our own London team SWALK itinerary • Compose a PowerPoint for the presentation showcasing our research methods and chosen target consumer


Date: Friday 11.11.11 Time: 11.45-16:19 Location: Market Square, Victoria centre, 4th Floor boots library Attendees: FCP: Farron (left at 14:48-appointment), Lauren (left at 15:37 appointment), Louise, Lucy. Discussions: • Discussed what we would like to achieve in London on study trip • Talked about what we need to include in the presentation to Product Design and how we will create/execute this • What Market research we will carry out in London, including team and individual work Actions: • Performed market research in the Victoria Centre, via asking what people considered to be ‘active’ and writing this on post-it notes Deadlines/actions to be fulfilled: • Compile relevant consent forms for London market research • Compose pros/cons list for two possible consumers • Compose brainstorms for both possible consumers • Find example pictures of varied material bands that we would consider • Create presentation over weekend • Take picture of collection of post-its from primary research carried out earlier Date: Sunday 13.11.11 Time: 14:37- 17:41 Location: Lucy’s house Attendees: Louise, Lucy Discussions: • How to set out the progress presentation and what needs to be included • Discussed what we need to do before we go to London on our study trip, and when we should get together our necessary materials in preperation Actions: • Created PowerPoint presentation on our market trends and consumer research to be presented to the Product Design group on Monday • Uploaded posts onto our swalkunilever blog Deadlines/actions to be fulfilled: • Plan to meet tomorrow morning at 11:00 before the presentation to recap with Juliar and prepare for the presentation • Plan to meet after lecture and seminar on Tuesday 15th to discuss and prepare for the research we are going to carry out in London during our study trip Date: Monday 14.11.11 Time: 11:12-13:27 Location: Waverly, room 177 Attendees: Louise, Lucy, Farron, Juliar Discussions: • Talked about the presentation to follow and how we want to execute this to Product Design • Gave an overview to Juliar about what we have been up to and what we plan to do next, including our aims for the London trip • Clarified that we need to meet tomorrow (Tuesday 15th) and make sure we are fully prepared for London and everyone is clear about what we aim to do Actions: • Put the finishing touches to the progress PowerPoint presentation on our market trends and consumer research • Ran though the presentation • Editing of posts on our swalkunilever blog • Writing of minutes Deadlines/actions to be fulfilled: • Present our PowerPoint successfully to Product design this afternoon


Date: Tuesday 22.11.11 Time: 15:35-16:49 Location: Bonnington Attendees: Louise, Lucy, Farron, Lauren Discussions: • Reflected on the London trip and what we were able to do, and what plans we were unable to fulfil • Discussed how we would make up for the aims for London that were not carried out • Talked about time limits we have and how we want to fit in a focus group as soon as possible, aim to have the focus group sorted by the end of the week • Talked about planning to go out and possibly getting voxpops in Nottingham city centre on Tuesday (22.11.11) Actions: • Writing up of what we all personally did during the London trip • Brought together the results of our Design Survey that was conducted in London • Uploaded progress presentation, photos and other posts onto the blog • Writing of minutes Deadlines/actions to be fulfilled: • Finish off any left-over work that has not yet been completed Date: Thursday 24.11.11 Time: 12:02-15:00 Location: Waverly Attendees: Louise, Lucy, Lauren, Farron Discussions: • Talked about how we will visualise our key findings and primary research results • Discussions about how to define our target consumer from what our research results told us. Actions: • Gathered all our results from our primary research and analysed these results • Wrote up minutes • Put results onto blog Deadlines/actions to be fulfilled: • To write up consumer profiles Date: Saturday 27.11.11 Time: 13:00-16:25 Location: Boots Library Attendees: Louise, Lucy, Lauren Discussions: • Talked about any other secondary research that needed to be done • Discussed what was the best way we could all distribute the Resolution Questionnaire • Talked about time management to ensure we complete the presentation on time without compromising the quality/end result Actions: • Created a questionnaire about resolutions to be put forward to our chosen consumer • Sent it across to as many people as possible Deadlines/actions to be fulfilled: • To prompt the participants of our questionnaire to fill it out and pass it on to as many people as possible

Date: Monday 29.11.11 Time: 12:05-14:58 Location: Bonnington Building Attendees: Louise, Lucy, Lauren, Farron Discussions: • Talked about how we want to design the Resolution presentation • Discussed possible colour schemes, fonts, designs and layout


Actions: • Wrote down a plan for the resolution presentation • Wrote down a draft order of what is to be presented Deadlines/actions to be fulfilled: • To start the presentation by the next day (Tuesday 30.11.11) Date: Tuesday 30.11.11 Time: 13:30-15:40 Location: Bonnington Building Attendees: Louise, Lucy, Lauren, Farron Discussions: • Talked about if there was any other way to present our presentation as group enthusiasm was low for PowerPoint • Discussed option of using Prezi.com to present instead of PowerPoint Actions: • Started up a PowerPoint for the presentation and played around with it • Explored Prezi and how it would work for SWALK • Writing of minutes Deadlines/actions to be fulfilled: • To decide on a final program to present with Date: Friday 02.12.11 Time: 11:02-18:50 Location: Waverly Attendees: Louise, Lucy, Farron, Lauren Discussions: • Talked over the details of the presentation. • Discussed what parts we wanted to expand on, exclude, and do more of for the presentation. Actions: • Writing of minutes • Photoshop work for presentation • Started A2 board Deadlines/actions to be fulfilled: • Allocated final visuals of the presentation to each member to complete over the weekend Date: Monday 05.12.11 Time: 13:32-19:43 Location: Bonnington Building Attendees: Louise, Lucy, Farron, Lauren Discussions: • Talked over the little details of the presentation. • Talked about planning to go out and possibly getting voxpops in Nottingham city centre on Tuesday (22.11.11) Actions: • Rehearsing over the presentaion • Writing of minutes • Put finishing touches to the A2 board Deadlines/actions to be fulfilled: • Present the next day • Print and mount A2 board the next morning before the presentation


Date: Thursday 08.12.11 Time: 09:10-13:00 Location: Arkwright and Newton Building Attendees: Louise, Lucy, Farron, Lauren Discussions: • Tweaked how we were going to present Actions: • Rehearsed over the presentation • Tweaked the A2 board according to the feedback we received • Printed and re-mounted the A2 board Deadlines/actions to be fulfilled: • To present the Resolution Pitch to Allana from Unilever Date: Monday 12.12.11 Time: 16:35-18:00 Location: Lucy’s house, Nottingham town centre Attendees: Lucy, Farron Discussions: • Talked about how to distribute the report writing for each team member to complete over Christmas Actions: • Wrote up writing plan for everyone to follow and do over Christmas • Contacted print shop and discussed report format etc Deadlines/actions to be fulfilled: • For every team member to complete their own sections of report writing and extra visuals for when we come back to university after the Christmas Break Date: Sunday 08.01.12 Time: 11:20-20:10 Location: Farron’s house, Nottingham town centre Attendees: Louise, Lucy, Farron, Lauren Discussions: • Talked about if we met our target work load given over the Christmas break • Discussed how we should move forward with the report writing/putting together taking into consideration deadline for chosen print shop Actions: • Put together all our written work and read aloud to each other, tweaked, and adjusted tone and flow • Further written work was done to fill any gaps that we missed and to smooth over any Deadlines/actions to be fulfilled: • Complete all unfinished writing, referencing, appendix and bibliography by the next morning so that we are ready to concentrate on visuals Date: Monday 09.01.12 Time: 10:10Location: Farron’s house, Nottingham town centre Attendees: Louise, Lucy, Farron, Lauren Discussions: • Talked about how we want to design the report visuals • Discussed certain resolution images, colour codes, layouts and fonts Actions: • Uploaded all text and images onto InDesign, put the whole report together Deadlines/actions to be fulfilled: • To meet the next day (Tuesday 10.01.12) after our tutorials, to proof read report, make any necessary


9.9.

manifesto


unilever  

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