Research Paper: Sedentarism among Single People

HEALTH FOR SINGLES

SELFIT R E A S E A R C H

P A P E R

INNOVATION STUDIO

ABSTRACT

HEALTH & WEALTH

ABSTRACT In this paper, you will find our research about sedentary single people living in big cities. The aim of this paper is to collect all our findings and the processes we use to arrive at our scenarios.

We use desk research as well as field research, both of them in parallel to get some insights.

After that, we understood our target and their needs and frustrations we focused on two main points: social factors and time management.

The social factor is one of the main differences between a single person and a person living with his family. The way they relate to others and when and why they feel lonely and how this impacts their life from a health point of view. We believe this is a very interesting aspect to analyze, is part of their motivations and could be also a great opportunity to make their life wealthier.

Time management is one of the main excuses about why our target does not practice sports or why they do not eat well.

Even though they have more time than a person living with his family, most of them spend time doing other activities, such as overworking, watching tv, surfing the internet, using smartphones. The reason why they manage time in the wrong way is principally the prioritization and their motivations.

At the end of the paper, you will find our field research analyze, translated on personas, scenarios, and insights. We hope this paper will be useful for you as much as it has been useful for us.

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INNOVATION STUDIO

HEALTH & WEALTH

RESEARCH PHASE PS1/GROUP3 CAROLINA MUÑOZ BERRIO CHIARA CANTÙ EMMA SICHER JULIANA LOGGIA PONGSUPATH PONGPATH RONGRONG CHEN SAMUELE BARUZZI COURSE: INNOVATION STUDIO PROJECT: HEALTH & WEALTH PROFESSORS: ILARIA MARIA MORELLI FABIO PUGLIESE SIMONA VENDITTI ACADEMIC YEAR: 2017/ 18

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INDEX

HEALTH & WEALTH

INDEX RESEARCH METHODOLOGIES DESK RESEARCH > GENERAL INFORMATION > DEFINITION OF BMI > GENERAL PHENOMENA > > URBANIZATION > > OVERWEIGHT > > SEDENTARISM

> MEANING OF SINGLE > > SINGLE AS A RELATIONSHIP > > SINGLE AS A LIFE CONDITION

> TARGET GROUP INFOMATION

FIELD RESEARCH > GENERAL QUESTIONNAIRE > > INTRODUCTION > > DATA GATHERING

> MOTIVATION QUESTIONNAIRE > > REASONS TO DO SPORTS > > REASONS PREVENTING SPORTS > > REASONS PREVENTING HEALTHY DIET > > IDEAS FROM PEOPLE DO NOT DO SPORTS

> EXPERTS INTERVIEW > > DOCTOR INTERVIEW > > PSYCHOLOGIST INTERVIEW

> USERS INTERVIEW

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INDEX

HEALTH & WEALTH

INNOVATION STUDIO

DESK RESEARCH > TYPICAL DAY COMPARISON > INSIGHTS

SET UP PERSONAS > INSECURE STUDENT > OBSSESED WORKER > GROWN-UP GAMER > VICIOUS SPORTS AMATEUR

SET UP SCENARIOS > INTRODUCTION > THE OUTDOOR SAFETY ZONE > RUN WITH BENEFITS > REAL LIFE VIDEO GAME > HUMAN ENERGY

CASE STUDIES > INTRODUCTION > SAFETY > SOCIALIZATION/INTEGRATION > MANAGEMENT OF TIME > MOTIVATION > INFORMATION

CONCLUSION

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HEALTH & WEALTH

RESEARCH METHDOLOGIES

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RESEARCH METHODOLOGY

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INNOVATION STUDIO

RESEARCH METHODOLOGIES WEB SEARCH We use a search engine like Google and specially Eurostat to get a specific demarcation of our target in the mass group of single. And also to find out the overview of their life condition.

BIBLIOGRAPHY We search in books and papers. Our main was to find out professional definitions and opinions linked to our topic.

QUESTIONNAIRE We did two questionnaires. The aim of the first questionnaire was to get general information, instead, the goal of the second questionnaire was to find the motivations and reasons why people do not do sports.

INTERVIEW In totally we interviewed 8 people, 6 are sedentary single people and 2 are experts, a psychologist and a doctor.

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INNOVATION STUDIO

RESEARCH METHODOLOGY

HEALTH & WEALTH

TRACK We asked people about their schedules and activities on weekdays and weekends, and then based on the information we made a typical day.

PERSONA After the desk research and field research, we clustered the users from our target group. The tool Personas helps us to identify users'needs in different dimensions.

INSIGHTS Having done multiple research activities, we collected some facts and data. Then we try to reveal the reason behind the factors, that is to get to the underlying behavior.

SCENARIO Scenario help us to translate information into perceivable knowledge. We use 4 2X2 matrixes to help us build scenarios and than choose 4 scenarios from these different situation.

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INNOVATION STUDIO

HEALTH & WEALTH

DESK RESEARCH

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DESK RESEARCH

HEALTH & WEALTH

DESK RESEARCH GENERAL INFORMATION DEFINITION OF HEALTHY World Health Organization (WHO) defined health in a larger sense in 1986 as "a state of complete physical, mental, and social well-being and not merely the absence of disease or infirmity."

DIET To keep a balanced diet is the base towards a healthy lifestyle.

There are various kinds of food in our daily life. Improper or imbalanced diet may lead to becoming fat and also to some serious chronic disease.

PHYSICAL The physical condition means the current situation of your body.

Generally, suitable activities can help you to keep a healthy body, and also to get away from diseases.

PSYCHOLOGICAL A healthy lifestyle is not only the absence of a disease, but also a balance mental state. People who have too much stress and depression are not healthy.

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DESK RESEARCH

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INNOVATION STUDIO

DEFINETION OF BMI BMI index (Body Mass Index, BMI for short), it is the most common measure of body fat or body slim. It is an international standard mainly for statistical purposes, when we need to compare and analyze a person's body weight and the influence on his health, BMI value is a neutral and reliable indicator.

< 18.5 Underweight

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18.5 - 25 Normal

25 - 30 Overweight

> 30 Obese

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DESK RESEARCH

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GENERAL PHENOMENA

URBANLIZATION With the development of technology, life of us is becoming better and better. People tend to gather together and create an urban area, which are large settlements that sre consist of non-agricultural industries and non-agricultural population. This area including general residential areas , industrial areas and business districts and have administrative jurisdiction function. agglomeration formation.

OVERWEIGHT Based on the latest estimates in European Union countries, overweight affects 30-70% and obesity affects 10-30% of adults.

And over weight can leads to several series serious problems: Cause dyslipidemia/Increase cerebral /vascular disease/High blood pressure/Increased cardiac load/Lead to fatty liver/ Increase the risk of diabetes/Cause bone and joint diseases/ Obese people susceptible to cancer

50 % OVER 20 % OVER

OVERWEIGHT OR OBESE

OBESE PEOPLE

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HEALTH & WEALTH

DESK RESEARCH

INNOVATION STUDIO

SEDENTARISM

A sedentary person spends most of his time seated. Their job or personal preference leads him to face the computer, have a long time driving, overuse smartphones and so on. Their performance is characterized by at least 6 hours seated, 5 days during the week. Normally they work as IT professionals, accountants, editors, teachers, office workers and so on. They often feel neck soreness, back pain, general fatigue. Experts say sedentarism can easily lead to cervical disease, gastrointestinal disorders, cardiovascular disease, etc.

OVER

6 H/DAY

AVERAGE SEDENTARY TIME

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DESK RESEARCH

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MEANING OF SINGLE

SINGLE AS A RELATIONSHIP In legal definitions for interpersonal status, a single person is someone who is not in a relationship or is unmarried. In common usage, the term 'single' is often used to refer to someone who is not involved in any type of serious romantic relation-ship, including long-term dating, engagement, marriage, or someone who is 'single by choice' (WIKIPEDIA Definition). However, we decide that our project should be mainly focus on the life condition rather than a relationship.

SINGLE AS A LIFE CONDITION This is where we want to focus, people having an independent life. People who do most of the things by himself or herself. We focus on those living alone. Single people could live on their own or could also share a big apartment with others. The most important thing is that single people should have his or her own space.

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DESK RESEARCH

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INNOVATION STUDIO

TARGET GROUP INFOMATION

Age: 20-45 years old We decided to focus on this age because they have the ability to live independently, either studying or working. Also, we think that making them overcome sedentarism we could improve their life style when they get old. So, we see our project also like a long-term strategy.

Occupation type: intellectual focus As our project focus on sedentary people, intellectual focus occupation is the majority. They could be a student or an employee. The common situation is that they tend to sit in front of their desk all day long.

Status: Upper or middle class We choose people in this class because they have no problema with their basic needs. Upper or middle class have the capability to chase a healthy lifestyle.

Location: South of Europe Single people all over the world have a different culture, which may lead to different habits and activities. At first, we focus on people in Europe, but consider the different climate in northand south Europe, we choose Southern Europe as our target.

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DESK RESEARCH

HEALTH & WEALTH

FIELD RESEARCH

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FIELD RESEARCH

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INNOVATION STUDIO

FIELD RESEARCH GENERAL QUESTIONNAIRE

INTRODUCTION At first, we wanted to know an overview situation about our target group. We asked about their occupation type, their daily routine, their life condition, etc. The questionnaire was online base and we sent it to people who live in Europe, especially in big cities. As we wanted to get a universal result, rather than choose people we know, we put a filter question in the questionnaire. The question is " Do you live individually? " If the answer was yes, then he or she could continue the questionnaire. However, if the answer was not, then they were not our target. Totally we got 85 answers. Unfortunately, with the limited time, only 33 of them live individually in a big city.

In the next part, we would like to show you some data we got from the questionnaire.

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FIELD RESEARCH

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DATA GATHERING GENERAL INFORMATION In the 33 questionnaires, the age range is from 20 to 35 years old. There are more answers from women than from men.

Their kind of job is almost all focus on brain working. The top reasons of un-healthy life style are: diet, stress, lack of exercise and the external pollution. The number of people who think their lifestyle is healthy is equal to the people who think their lifestyle is unhealthy. However, the main problem is that the definition of health to some people are lower than the standard definition.

CAUSE UNHEALTH

OWN VIEW OF LIFSTYLE

Diet Stress

Unhealthy

Movement

Healthy

Sleep External

DIET INFORMATION As it is shown in the graphic, the majority of them spend no more than 1 hour on the lunch. However, there are several people who eat while working, which is a very un-healthy habit.

In addition, there are a lot of people that like to eat oil and salty food. Older people tend to eat organic food. On the other hand, younger people are more likely to have fast junk food.

TASTE

LUNCH TIME Eat while working Less than 1 hour

Oiled and salty Unspicy

More than 1 hour

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FIELD RESEARCH

HEALTH & WEALTH

INNOVATION STUDIO

WORK INFORMATION Almost all people are focus on brain work. And during their free time at work, most of them are sedentary, which is quite a problem. And we found out that people have a heavy pressure from job. People who work over 8 hours have a large percentage in this questionnaire.

JOB TYPE

WORK HOUR/DAY

FREE TIME

Physical Brain

Sedentary

＜4h

Movement

4h - 8h

Lie on bed

＞8h

EXERCISE INFORMATION The people who exercise, do it twice at week, the time duration of exercise is about 30 mins to 1 hour. However, the problem is that they often give up. We also find that almost all people prefer to do individual sports rather than team sports, probably because it is difficult for them to find a team-mate. The places where they prefer to exercise are, in order, park, home, and the fitness center.

Twice a week Over three Never Once a week

TYPE OF SPORTS

Sometimes

30min - 1h

Usually

0 - 30min

Always

1h - 2h

PLACE

Team sports Solo sports

20

DURATION TIME

FREQUENCY OF GIVE UP

FREQUENCY OF EXERCISE

Park Home Fitness centre

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INNOVATION STUDIO

FIELD RESEARCH

HEALTH & WEALTH

MOTIVATION QUESTIONNAIRE

REASONS TO DO SPORTS 18%

24% STATISTIC SOURCE:

SURVEY SOURCE:

24% European Population: TO BE WITH FRIENDS

18% People practicing sport: WAY TO SOCIALIZE

REASONS PREVENTING SPORTS

22% STATISTIC SOURCE:

SURVEY SOURCE:

European Population: 47% LACK OF TIME 19% NO ACCOMPANY

47% 19%

People practicing sport 34% NO ACCOMPANY 22% LACK OF TIME

34%

23% SURVEY SOURCE:

37%

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People NOT practicing sport 37% LACK OF TIME 23% NO ACCOMPANY

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FIELD RESEARCH

HEALTH & WEALTH

INNOVATION STUDIO

REASONS PREVENTING HEALTHY DIET

STATISTIC SOURCE:

SURVEY SOURCE:

14%

European Population: 25% LACK OF TIME

People practicing sport 34% NO ACCOMPANY 22% LACK OF TIME

25% 29% SURVEY SOURCE: People NOT practicing sport 29% LACK OF TIME

IDEAS FROM PEOPLE DO NOT DO SPORTS

FOSTER TO EAT HEALTHIER

ENCOURAGE TO SPORTS

Social improvement Companion More advantages (discounts)

Motivation

Awareness and education improvement

Manage time

Food products improvement

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FIELD RESEARCH

HEALTH & WEALTH

EXPERT INTERVIEW To understand deeply the consequences of a sedentary lifestyle on single people we interviewed two different experts, a doctor and a psychologist. We got meaningful information from both of them and thanks to this now we can understand better our target.

DOCTOR INTERVIEW Ignacio Bustamante is a doctor, Occupational Health Specialist. He explains how important is for people with brain jobs to do physical activity to release mental stress and especially muscles fatigue. When people remain seated more than 6 hours during a day some muscles overwork while others muscles over relax.

It is recommended to make some active pauses at work, physical and also visual. It is recommended to do exercise 1 hour, 3 times per week. Also will help if the person changes some small habits, like to use the stairs instead of the elevator, on public transportation, to take off one stop before the final destination, during the day at the office, to take the coffee, to print, and to throw the garbage on the other side of the office, so they ought to move. Just stand up for 30 seconds and walk for 1 minute during an office break is good to activate the circulatory system.

This is some of the main problems concerning with sedentarism and how to combat them (in the form): This are most common diseases in sedentary people: Tenosynovitis, Rotator cuff injury , Musculoskeletal disorder due to cumulative trauma, Problems in column lumbar, Cervical column, Dorsal column, Carpal tunnel Most of this diseases show off at 45/50 years old, but if people have good habits and a balance physical life-style they could scape the diseases and have a healthy life. Living alone is more related to psychoemotional health, lack of socialization is a problem because human beings are naturally sociable, is one of the basic needs.

EFFECTS IN THE BODY

Effects to be 6 hours or more seated

Effects of screens overuse

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Muscular fatigue

Some muscles overwork and other muscles are idle

Circulatory insufficiency

Venous ecstasy, circulation slows down and

Varicose veins

Blood is concentrated in the lower part of the body

Visual fatigue

Eyes irritated and headache

Electronic syndrome

Non-ionizing radiation within the electromagnetic spectrum.

Insomnia

Light confuse biological needs

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HOW TO COMBAT IT -Active pauses were established worldwide -Companies put coffee place, garbage cans and printers a bit far from the working place

-Visual active pauses -Walking on the grass, passing through running water -Stop using any screen 20 min before going to sleep

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FIELD RESEARCH

HEALTH & WEALTH

INNOVATION STUDIO

PSYCHOLOGIST INTERVIEW Gioia Gabellieri is a psychologist Psychotherapist. We talk with her about what it means to be single today and what kind of psychologist behavior single and sedentary people have.

She explains that there are two kinds of single people, one kind is very sociable and need to be around people to feel comfortable, instead, the other kind enjoys the time by himself and is more independent. The infomation can be seen in the chart.

Maniacs usually get motivated from activities through challenges or rewards. He thinks it is important to spend time with others but socialization is not a motivation for him. He will be motivated to do physical activities if he has a way to manage better the time, or if he could do a physical activity in a short period of time.

He is very focused on himself.

Insecure people normally is very shy and needs to be around other people, they need also to be part of a community that supports them.

It is important that this person does not feel apart or exclude.

She shared with us a case study in the United States, some companies give a bracelet to employees in order to track their movements, like a pedometer. The interesting thing is that at the end of the week depending on a number of movements the employee did, they could get rewarded with a dinner for two, tickets to go to a film, etc. This shows also a tendency in the world about being rewarded by doing physical activity.

single people two kinds

antisocial attitude

sociable attitude

get motivation by

get motivation by

rewards

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challenges

safeness

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companionship

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INNOVATION STUDIO

FIELD RESEARCH

HEALTH & WEALTH

USERS INTERVIEW We did interviews to people single living in big cities in europe, between 20 and 45 years old. We asked them some questions about their personal life, their condition health, their habitues, their breaks during work time, their diet, when they eat and for how long, what they think about the city where they live and about health effects, how they spend free time, their hobbies and especially their motivations.

We did a flexible interview where we follow pre-designed questions, but we facilitate also a flexible conversation, in order to find the deep reasons and motivations. We asked also if they

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have changed any bad habit in their life and how they succeed to overcome it, this question was very important for us because here we could find some motivations and key findings as a motor to change their lives.

At the end of the interview, they described a daily journey and this was also very useful in our research because we could understand in which moments of the day we have the opportunity to interfere.

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HEALTH & WEALTH

FIELD RESEARCH

When we analyze the interviews we found out that most of them have an unhealthy life but they do not even know. And in some cases, they seem to be very active and to eat well but they still have some bad habits that make their life unhealthy. Another surprising finding was that some of them even been "active" consider

INNOVATION STUDIO

themselves still sedentary because they spend in average 7 hours seated and 7 hours sleeping so they feel that their lives are summarized on being passive.

With the intention to find out if part of the problem of our target is a lack of information, we asked them this question:

“To feel good doing daily things, with out felling agitated or bad or with the necessity to take medicine”

WHAT IS HEALTH FOR YOU?

“To find a balance in life, to have energy”

“Not being sick!”

“Social life is very important to be healthy, you can not be healthy being alone all the time” The answers showed us that for many of them the meaning of health doesn't cover the whole definition, and so this is part of the problem. they think they have a healthy life according to their beliefs and preconceived ideas.

This gave us another insight: "some people do not have a healthy life because the meaning of healthy for them does not cover the whole definition"

drink a coffee during breaks, but they do not do any active pauses.

SOCIAL LIFE: There are two kinds of single people, one that likes to spend time with Friends and does not enjoy being alone and one that instead, has a very independent life and their motivations are more focused on their own experiences.

EXERCISE: Most of them enjoy doing exercise but they do not have the motivation or they do not find time to do it. Some of them think that exercising is just to lose weight, so they are not interested in that. And in general big cities and working make life hard to find a way to exercise every day.

FREE TIME: We found out some opportunities here, people think they do not have time when they actually need to manage better the time, in order to have some time to exercise. A lot of them spend hours on the screen of a tablet or a smartphone. technologic is one of the main attractions for them.

WORK: During the daily job, there are some critic moments where will be healthy and important to do some active pauses in order to actívate circulatory system and to relax muscles and visión. Most of them just eat or

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HEALTH: All the inter viewed have health problems, in different levels. We found out that there is a big problem with the lack of information, most of them have a stereotyping idea about being healthy. the most common problems are sedentarism and bad habits.

HABITS: The most common habit is to spend a lot of time scrolling the phone, also to sleep less than 7 hours and go to bed late.

Overworking is also a very common bad habit.

MENTAL: From the mental or psychologist point of view, they feel often stress for their jobs. The majority of them said that they feel lonely at least 3 times per week and that one great motivation will be to do activities with friends or to meet new people.

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7:00

7:30

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8:30

8:20

9:00

9:00

9:05

11:30

11:00

13:00

13:00

14:00

14:00

16:30

16:30

17:30

17:30

18:30

18:30

19:00

21:00

22:00

22:00

01:00

UNHEALTHY SLEEP HABITS. As a result of poor time management, the sleep schedule it seems very damaged. Paula spends six hours of her day just laying in the sofa playing video games and watching television. So, her time to sleep is barely seven hours while Diego sleeps nine hours per day. But we can think how this affects our health? Well first at all if you do not sleep enough your productivity will be affected.

Also when we do not sleep enough we tend to eat more and unbalanced

since they are difficult to digest by the body, and of course, they contain tonnes of sugar and fat.

20:30

BAD FOOD CHOICES. Although both users make proper snacks break every 3 or 4 hours, they make different choices concern to the quality of their snacks. For instance, Diego always chooses fruits and natural juices, on the other hand, Paula chooses caffeine beverages and carbs food. This kind of foods decrease your energy

LACK OF TIME MANAGEMENT. As we point it out in the graphics, Paula starts her day one hour later than the other user. So, this fact does not allow her to have a proper breakfast. That is why she ends up eating unhealthy street food on her way to work.

FIELD RESEARCH

8:00

8:00

DAILY ROUTINE For our research, we choose two users with completely opposite lifestyle, a healthy and an unhealthy one. Thus, we could find out which is the gap between them and how their own habits shape them.

So, we detected several factors which made a wider gap

TYPICAL DAY COMPARISON

INNOVATION STUDIO HEALTH & WEALTH

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HEALTH & WEALTH

FIELD RESEARCH

INNOVATION STUDIO

INSIGHTS

1. In most of the cases, the real problem about wrong M A N AG E M E N T O F T I M E i s e i t h e r P R I O R I T I Z AT I O N o r MOTIVATION. 2. Some people consider to have a good health, even though when they still have some unhealthy behavior. Their lifestyle beliefs are based on lack of INFORMATION 3. Some people don't do sports because they feel UNMOTIVATED to go ALONE. 4. People feel uncomfortable running outside in the NIGHT because they feel UNSAFE .

5. Physical activity could be a way to make singles SOCIALIZE and enhance their lifestyle 6. Maniac workers and independent people get motivated to do physical activity by CHALLENGES and REWARDS. 7. Some people do not have a healthy life because the MEANING of healthy for them does not cover the whole definition

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INNOVATION STUDIO

HEALTH & WEALTH

SET UP PERSONAS

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HEALTH & WEALTH

SETUP PERSONAS

INNOVATION STUDIO

SET UP PERSONAS

After analyzing all our data, we focused on two important factors: social aspects and time implications. We found out that these are the main reasons why people do not exercise properly. both of them are connected with 3 main findings: motivation, education, and safety. When we started to mix all the findings and our main factors we started to create our personas, each of them with a specific personality and needs. The personas were created after the interviews and the field research, and each of them represents a subtarget on our target group.

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SETUP PERSONAS

INNOVATION STUDIO

INSECURE GIRL

SAFETY| SELF CONFIDENCE

HEALTH & WEALTH

HOBBIES

· Reading · Watch TV shows on PC

LIFE CONDITION · She spends a lot of time at the desk reading, studying, or working on computer. · She has stressful study work. · She spends 2 hours on public transportation.

NEEDS · Safer public space for single people. · Have a balanced diet. · Be more slim and fit. · To be more confident.

AMY, 21

MARSEILLE Student of Business BMI: 28 Diet Habit Socialization Activity Time Salary

“

-

FRUSTRATION She feels lonely and she is too shy to communicate · with others.

She loves dessert and can not refuse it. · She feels unsafe to go outside alone. · Does not sleep enough. · Spend a lot of time on daily transportation.

+ + + + + +

DESCRIPTION

I live alone and I worry about my safety so much. Sometimes I am too shy to talk with people.

”

OBSESSED WORKER LACK OF TIME | SUCCESS ORIENTED

Amy is a bussiness student. She lives with flatmates but she has very little to share with them and feels very lonely. The university put her under pressure so she tried to control the stress eating.

Due to this, she is a bit overweight and would like to have a better shape but has only time during the evening and that does not feel safe in her area so she does not spend time in physical activity.

HOBBIES · Scoccer · Singing

LIFE CONDITION · His work requires him to be sedentary all day long. · He overworks because he has two jobs. · Sometimes he goes to do exercise on weekends, but it is far from enough. · He has to take care of his cat.

NEEDS MILLER, 42 ZURICH Designer & Teacher, BMI: 24.5 Diet Habit Socialization Activity Time Salary

“

-

I love doing exercise, but my work does not allow me to do it. My health is OK and as work is more urgent, I put exercise aside.

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+ + + + + +

”

· Do more exercise. · Have more free time. · Know his physical condition.

FRUSTRATION · Lack of time. · He is too busy to do exercise although he likes exercising. · Amsterdam is too cold and windy to go out. · Sometimes he has pain in his back.

DESCRIPTION

Miller is a designer and teacher.He works very much because we wants to be successful and also earn a lot of money. This causes him problems in his back and this is very painful. He has a long distance relationship and sees his girlfriend only once a month.

He would really like to practice sport but he has very little time and first he wants to solve his desk-related pains.

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SETUP PERSONAS

HEALTH & WEALTH

GROWN UP GAMER CHALLENGES | SOCIALIZATION

INNOVATION STUDIO

HOBBIES · Video Games · Cooking · Netflix series

LIFE CONDITION · He is a bit overweight and have some alergies. · He is sedentary both for own decision and for work. · He does not practice any sport. · He is addicted to screens. · He eats homemade food.

NEEDS

· More exercise · Spend time with friends.

Social activities · Use the free time in the right way

DIEGO, 33 MUNICH Engineer, BMI: 25.5 Diet Habit Socialization Activity Time Salary

“

-

FRUSTRATION Loneliness · Lack of motivation to exercise.

Stress for overwork · Munich has a lot of pollution and noise · Lack of energy and tiredness

+ + + + + +

If I would have more time and some friends to do sports, I would get motivated.

DESCRIPTION

”

VICIOUS SPORT AMATEUR QUIT BAD HABITS | SAVE MONEY

Diego is an engineer who has a deep passion in technology and also video games. He lives alone.

When he comes home from the work spends a lot of time in watching films and series and playing videogames.

He has no time to see friends and this demotivates sport activities.

He loves challanges and would love to do team sport games with other people, this would motivate him to be more active.

HOBBIES

· Lying on the sofa · Critic of articles . Practicing sports

LIFE CONDITION · Flexible working time, a lot of freedom in time management. · Eats often fast food · She drinks a lot with friends · She likessmoking

NEEDS · Talking with others · Spend time with friends · Quit drinking and smoking · Saving money

SARA, 28, MILANO Editor, BMI: 20 Diet Habit Socialization Activity Time Salary

“ 32

-

FRUSTRATION

+ + + + + +

I consider myself as an active person, but I still do not have a healthy lifestyle.

· Sometimes she gets stressed · Must take care of how much she spends as she earns not so much . Waking up with an hangover. .Being seated at the desk for more than 6 hours.

DESCRIPTION

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Sara is an editor with a very flexible timerable. She eats precooked food at every lunch break. She also orders food from home because she tends to be lazy and does not want to cook. She smokes and drinks often with friends even if she would like to quit her vices and get a healthier lifestyle. She likes to practice physical activities and prefers indoor activities. However, she can not always afford them because she has tight income and she needs to saving money.

target single - 20 october 2017

ps 1 / group 3

INNOVATION STUDIO

HEALTH & WEALTH

SET UP SCENARIOS

ps 1 / group 3

target single - 20 october 2017

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HEALTH & WEALTH

SETUP SCENARIOS

INNOVATION STUDIO

SET UP SCENARIOS

INTRODUCTION Our target group, individual oriented lifestyle, have several excuses to not doing exercise or any physical activity. This sedentary lifestyle is one of the main causes to increase the risk of chronic or critical illness in the future. With our strong passion to transform these unhealthy behaviors, we, as designers, intended to create new and innovative experiences, through product and service design, to change their perception towards exercise into a positive way.

From Persona’s tool we got clear motivations and insights, we brought these issues into both: actor’s experience and solution’s feature in the matrix. After analyzing the results from crossing the information on the matrices we evaluated the most motivators, practical and innovative scenarios, and we selected 4 different scenarios for 4 different Personas, crafted and visualized them to clearly see future possibilities from these provocative stories.

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target single - 20 october 2017

ps 1 / group 3

SETUP SCENARIOS

INNOVATION STUDIO

HEALTH & WEALTH

THE OUTDOOR SAFETY-ZONE PERSONA #1 AMY, “The insecure girl” ONE SENTENCE Supporting physical activities in complete personal safety regardless time and place.

Workout at Work

HOW With a product/service which can be part of the user exercises and could also protect her from risky situations.

What

WHAT IF You could do physical activities outdoor without worrying about safety also late at night.

AIM Foster people to be active also late at night or in critical urban areas to get a healthy lifestyle and reach their full potential.

ps 1 / group 3

How

Emotional Reward

target single - 20 october 2017

Tangible Reward

Workout in Free Time

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SETUP SCENARIOS

HEALTH & WEALTH

INNOVATION STUDIO

RUN WITH BENEFITS PERSONA #2 MILLER, “The obsessed worker” Individual Workout What

ONE SENTENCE Physical activity becomes a mean to get certain advantages (virtual value, discounts, gift card).

WHAT IF People could earn credit from having a healthy lifestyle.

HOW Your performance is tracked and turned into credit that can be spent in specific products or services.

AIM Making very busy people more active with tangible motivation.

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How

Penalization

Reward

Group Workout

target single - 20 october 2017

ps 1 / group 3

SETUP SCENARIOS

INNOVATION STUDIO

HEALTH & WEALTH

REAL LIFE VIDEO GAME PERSONA #3 DIEGO, “The grown -up gamer” Individual Workout

WHAT IF There is a product&service making people gather to complete challenges and be competitive to others by sharing the performances giving them a healthy addiction .

What

ONE SENTENCE Supporting group workout with fun challenges.

How

Digital Based

Physical Based

HOW Taking an advantage from new technologies to merge motivation and benefits.

AIM Developing a meeting point between health and digital passions.

ps 1 / group 3

target single - 20 october 2017

Group Workout

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SETUP SCENARIOS

HEALTH & WEALTH

INNOVATION STUDIO

HUMAN ENERGY PERSONA #4 SARA, “The lazy sport-amateur” Workout at Work What

ONE SENTENCE Physical activity becomes a mean to produce energy.

WHAT IF You could produce renewable energy during your training/workout.

HOW With a product/service which allows a domestic control of expenses through kinetic energy generated by the user.

AIM Encourage people to be more physically active in order to spare money by the own production of energy for personal use.

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How

Emotional Reward

target single - 20 october 2017

Tangible Reward

Workout in Free Time

ps 1 / group 3

INNOVATION STUDIO

HEALTH & WEALTH

CASE STUDIES

ps 1 / group 3

target single - 20 october 2017

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CASE STUDIES

HEALTH & WEALTH

INNOVATION STUDIO

CASE STUDIES INTRODUCTION Concerning to our insights, we focused in products who offer an answer to them: Safety; Socialization/Integration; Management of Time; Motivation; Information.

SAFETY

Personal safety wearable that emits a very loud alarm to attract attention in an emergency. It is also connected with an app which alerts your loved ones.

Drone is a facility, which follows you through a bracelet-camera.

Wearable for sports

OPPORTUNITY > safety > socialization > freedom on time

OPPORTUNITY > safety + socialization > fredoom on time

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Wearable for sports

target single - 20 october 2017

ps 1 / group 3

INNOVATION STUDIO

CASE STUDIES

HEALTH & WEALTH

SOCIALIZATION / INTEGRATION

Services given in a concrete space.

Such as gyms and clubs offered on offices and universities.

Concrete Spaces OPPORTUNITY > meet peers > motivation > rules defined > less freedom to use the service

Services given in an abstract space, through apps.

Abstract Spaces OPPORTUNITY > socialization > freedom of spaces and time to use it

ps 1 / group 3

target single - 20 october 2017

41

HEALTH & WEALTH

CASE STUDIES

INNOVATION STUDIO

MANAGEMENT TIME Microsoft HoloLens.

A n a u g m e n te d r e a l i t y d ev i ce which allows you to stay connected during your sport activity.

Sports Devices OPPORTUNITY > foster people to move > see a film during their sport activity

MOTIVATION Portable bottle becomes a weight. you can train also arms while running Sports Devices OPPORTUNITY >hydratation >versatibility, the product could became a weight

Biko App. -Give you credits according to the exercise perfomed by you.

-Keeps you inform about how many C02 is avoided thanks to the use of your bike.

Sports Devices OPPORTUNITY >motivation through credits >freedom to use >pollution awareness

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target single - 20 october 2017

ps 1 / group 3

CASE STUDIES

INNOVATION STUDIO

HEALTH & WEALTH

INFORMATION Portion Control Pasta Basket.

-Measure, cook and strain a correctly-sized serving of any type of pasta without counting calories Diet Devices OPPORTUNITY > information about portion control > time saver > diet awareness

Lumigrids is an LED projector for bicycles.

Which hopes to improve safety during night riding. It projects square grids onto the ground and by observing changes in the grids, the rider can easily comprehend the landforms ahead. Lumigrids can be fixed onto the bicycleâ&#x20AC;&#x2122;s handlebars and the power is supplied by either an internal battery or by the rotation of the bicycleâ&#x20AC;&#x2122;s wheels.

Sports Devices OPPORTUNITY > motivation > safety > track position

ps 1 / group 3

target single - 20 october 2017

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HEALTH & WEALTH

RESEARCH CONCLUSION

INNOVATION STUDIO

RESEARCH CONCLUSION In this research, we moved form a general point of view to a more particular point of view. We started analyzing all kind of singles and we found out that there is a huge difference between ages and life style. The desk research helped us to understand the situation in a general view. Instead, the field research showed us a more detailed information. When we analyzed in parallel the questionaries, the target group interviews and the expert's interviews, we started to connect the information and everything was clear. We started to comprehend that the same reasons of the problems could be somehow the reasons to motivate our target because their personality is not going to change, but what we could change the direction of their intentions and make them healthier according to their motivations.

We summarize our field research on 4 personas that represent the main subgroups of our general target. And after this, we create the scenarios that will be the base to the next part of the project. The information we found opens a new door to develop a product/service that will encourage people to do physical activities and to have a better quality of life. Now we understand the motivations of our target, their needs, and their frustrations.

This is the start of a new moment in the world, we want to design for people and with the people. That is why this research process was really important, we knew our target group, we talk with them and now we are ready and inspired to help them.

We want to change the world by changing currently habits on young adults because those will be the old adults of the future and we believe that we are still on time to help future generations.

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target single - 20 october 2017

ps 1 / group 3