Switch | Crystal Shin

SWITCH

Crystal Shin

SPECIAL THANKS TO

Ray Jaeyoung Yun

Steven Heller

Lita Talarico

Thesis Advisor

Department Chair Department Chair

Scenes behind the screen

It was not until recently that I discovered my addiction to my phone. I figured something was wrong when I found myself unable to sleep, feeling anxious about what I could be doing instead; scrolling my phone endlessly. I was constantly hooked by promotional notifications, comparing myself to others on social media, and trapped in-between apps for hours. When I first checked my screen time, I was shocked to find that I was absorbed by my phone for more than 14 hours a day on average. Realizing that I might be spending half of my lifetime aimlessly staring at the cold black screen, I was struck by a sudden profound fear. This was the moment I realized that I was like the man in Plato’s Cave, satisfied with watching the shadows on the cave wall. A few days later, I was still scrolling helplessly through the day, but this time with shame. The habit had become muscle memory, and it was difficult to unlearn. And sadly I knew I was not the only one in its grasp.

→ Screen time of October 2022

→ Meet Mindy. A hunched back❶, claw-handed❷, and second eyelid dawning❸ model developed by AI that paints the ways the human body could change due to the effects of modern technology.

CREDIT: TOLLFREEFORWARDING.COM

DESIGNED TO BE ADDICTED

The addictiveness of modern technology has been discussed for over a decade now. Many studies have proven a link between dependency on our devices and mental illnesses, including anxiety, depression, and distortion of self-perception.1 However, the problem has only gotten worse. According to Reviews.org, Americans on average check their phones 344 times and spend more than three total hours on their devices each day, two and a half hours of which are spent on social media apps like Instagram, Facebook, TikTok, and WhatsApp.2 It is not easy to kick the addiction to our devices. Users blame a lack of willpower for being unable to put down their phones or install apps to block their activity. Even if users take steps to limit screen time, such measures cannot stand up to the power of social media, videos, and games, which are scientifically engineered to keep us hooked. Most of these apps are skillfully and subtly designed to capture the attention of users. Social media apps, for example, exploit the basic human need to belong. An article in the Harvard Crimson expressed the forces driving our use of social media in particular as "an element of wanting to belong, a dash of vanity, and more than a little voyeurism."3 And these needs often turn into obligations that can trigger a form of anxiety (known as FOMO, or the fear of missing out). Games exploit the desire for status by incorporating competitions and premiums that can only be unlocked through extensive hours spent within the apps or by paying an equivalent amount of money.

In the book Irresistible: The Rise of Addictive Technology and the Business of Keeping Us Hooked, Adam Alter says that the problem isn’t that people lack willpower; it’s that “there are a thousand people on the other side of the screen whose job it is to break down the self-regulation you have.” It is no surprise that we don’t have much control over our devices that are specifically and intentionally designed to be addictive.

The mobile phone was initially a device to call, text, or maybe take some pictures to share. Before 2007, when Apple's first iPhone was launched, phones had buttons with a clear hierarchy and limited functions, allowing users to have complete control over the device. Now, thanks to Steve Jobs's button phobia,4 we all have identically flat, rectangular, dark screens with infinite possibilities. The screen presents users with overwhelming content of information and entertainment, which, in the end, gives no control at all.

1 Alhassan AA, Alqadhib EM, Taha NW, Alahmari RA, Salam M, Almutairi AF. “The relationship between addiction to smartphone usage and depression among adults: a cross sectional study”, BMC Psychiatry, 2018 May 25;18(1):148.

2 Trevor Wheelwright, “2022 Cell Phone Usage Statistics: How Obsessed Are We?”, Reviews.org, Jan 24, 2022.

3 Amelia E. Lester, “Show Your Best Face: Online social networks are a hop, click and jump from reality”, Feb 17, 2004, https://www.thecrimson.com/article/2004/2/17/show-yourbest-face-lets-talk/.

4 Anne Jolis, “Steve Jobs’s button phobia has shaped the modern world”, Nov 22, 2014, https://www.spectator.co.uk/article/steve-jobs-s-button-phobia-has-shaped-themodern-world/.

VERTU-ASCENT FERRARI 1947 LIMITED EDITION

APPLE-IPHONE 3G

NTT DOCOMO

CREDIT: WWW.MOBILEPHONEMUSEUM.COM

ERICSSON-T68M

HTC-TOUCH DIAMOND2

NOKIA-100 (THA-9)

NOKIA-N90

MICROSOFTAVENGER

ONE2ONEM200

MOTOROLAENVOY

F503IS HYPER

PANASONICG500 LG NEXUS 5X

GALAXY S8 (2017)

IPHONE1 (2007)

GALAXY S8 (2017)

IPHONE 1 (2007)

→ mobile phones after 2007

SIMULTANEOUS UTOPIA AND DYSTOPIA

So should we get rid of all the technology in our lives? Throw away our smartphones, and return to the days before the first iPhone was launched in 2007? Some companies, like Light Phone, Punkt, and Mudita, have started selling "digital detox" phones that are designed to help people disconnect from technology and reduce their screen time. In fact, these phones, often referred to as "dumb phones," are on the rise in the U.S. as more and more people are being aware of their screen time.5 The only and the biggest problem is that users find dumb phones difficult to use as a substitute for their smartphones.

↓ Examples of dumb phones

This is a creditcard-sized phone. A phone to make phone calls with, version It can also text, help you manage your calendar and act as a hotspot.

https://www.thelightphone.com/

The Mudita Pure promises low electromagnetic radiation and only the essential features a phone should need.

https://mudita.com

The Punkt is the perfect mobile phone for anyone not wishing to be continually interrupted by incoming messages or emails.

https://www.punkt.ch/

Our daily lives and routines have become so intertwined with the technology of smartphones that it is almost impossible to keep up without them. Like what Adam Gazzaley, a professor of neurology at the University of California, says, we really have to figure out how to take breaks within the realities of our daily life.6 Smartphones have become essential for effortlessly sending money to friends, ordering late night food delivery, video chatting with family overseas, and checking bus arrival times. These are all features of technology that we are unwilling to give up. Which leads us to the next question: “Is technology a true evil?”

To answer this question, the Switch team studied screen time and divided it into two types; intentional and unintentional usage. Intentional usage refers to when users use technology with a conscious purpose, such as scanning QR codes at restaurants, sending or managing money with banking apps, or listening to music on Spotify. At this stage, users fully control and benefit from the technology. In contrast to this, unintentional usage is when technology gets the better of users. It happens unknowingly, mindlessly and endlessly. Each type of use involves a profoundly different time commitment. A phone used intentionally is employed for an average of 10 minutes, whereas unintentional usage can take up to hours. This results in screen time mostly comprising unintentional usage. The important measure is not the amount of screen time itself, but how much of the user's intention was involved in that time.

6 Sarah Kessler and Bernhard Warner, “Rethinking the “Digital Detox”", Feb 18, 2023, https://www.nytimes.com/2023/02/18/business/dealbook/digital-detox-social-media.html

5 Liam Mays, “Dumb phones are on the rise in the U.S. as Gen Z looks to limit screen time”, Mar 29, 2023, https://www.cnbc.com/2023/03/29/dumb-phones-are-on-the-rise-in-theus-as-gen-z-limits-screen-time.html.

→ Intetional usage is when you use your phone with full intent and control, like scanning qr code to see menu at restaurant. On the other hand, unintentional usage is when technology gets the better of you. Like you scrolling Instagram untill 3am in the morning. INTENTIONAL

UNINTENTIONAL

INVOLUNTARY ATTENTION AND SENSORY STIMULI

So what triggers unintentional usage? A key to understanding that is the psychological concept of “involuntary attention.” Attention is the cognitive process of selectively focusing on certain stimuli while ignoring others. It is a complex phenomenon that is crucial to our ability to function effectively in the world. There are three main types of attention: voluntary attention, involuntary attention, and habitual attention. According to Dr. Lucy Jo Palladino, a clinical psychologist with expertise in the study of attention, our low-effort responses and unintentional phone usage are often caused by involuntary attention.7

Involuntary attention, also known as bottomup attention or stimulus-driven attention, occurs when stimuli in the environment capture our attention without conscious effort on our part. This type of attention originally evolved in humans to help us survive and adapt to different environments, making it easier to spot and avoid enemies, as well as find food. Stimuli that can trigger involuntary attention include sound, color, size, movement, or repetitive patterns that automatically grab our awareness.

↓ 3 types of attentions

However, in today's attention economy, these sensory stimuli are being misused. App icons are designed with more saturated colors, notifications are sent more frequently to attract users' attention, and stacking red notification badges create a sense of urgency that is difficult to ignore. Our phones have become small but intense arenas where apps compete for users' attention in a flood of sensory stimulation. Once apps successfully capture our attention, a chain reaction occurs. Users become trapped in the addictive systems of apps, such as infinite scrolling and content that are made to fit to users' tastes. As a result, users spend excessive amounts of time and attention on activities they never intended to; like binge-watching and endlessly scrolling social media until late hours. Repetitive and accumulative involuntary attention turns into a habit attention, where these behaviors(of opening apps and scrolling down the feed) become embedded as muscle memory that is difficult to unlearn. Our psychological trait that was initially developed to aid our survival now has been hijacked8 in modern era to manipulate our attention for exploitative purposes. The solution is not to move backward technologically, but rather to normalize the removal of these depressing and distracting stimuli. To achieve this, users must first regain control over their devices.

7 Lucy Jo Palladino, “Attention, Technology & the Brain”, https://www.lucyjopalladino. com/attention-technology-and-the-brain

8 Brett & Kate McKay, “Attention, Please! What Every Man Ought to Know About Focus”, Sep 25, 2021, https://www.artofmanliness.com/character/behavior/attention-please-what-everyman-ought-to-know-about-focus/

Introducing Switch

ABOUT SWITCH

Switch is an Android launcher that provides a new interactive home screen helping young users (16-24) to display and use apps with full control and less distraction.

The name "Switch" encompasses both the verb and noun forms of the word. Switch refers to a device used to establish or interrupt a connection, as well as signifies the action of changing one's current position.

noun. a device for making and breaking the connection in an electric circuit.

verb. change the position, direction, or focus of.

→ Interactive home screen of Switch

KEY FEATURES

Switch has three main features, each associated with sensory stimuli involving visual cues, noise, and repetition.

Interactive Display

Firstly, to cope with the simultaneous repetition of sensory stimuli, the interactive home screen resizes the app icons featured there according to a simple rule: the more you use an app, the smaller its icon will be, with the ultimate potential to disappear completely❶. However, users always have the option to pin their essential apps to the home screen, ensuring they remain visible at all times❷. The pinned apps grow bigger as they are used more frequently. At their largest size, they display some information on the app cover, functioning as a widget❸ (Refer to the chart on the right for further details.)

↓ 3 key features corresponding to sensory stimuli

Interactive Display

Visual Adjustment

Mindful Notification

REPETITION

COLOR

SOUND

Visual Adjustment

Switch visually adjusts colors of app icons to 85% of the original saturation and flatten all gradients to make them less distracting. (Refer to the chart on the left for further details.) App icons that look like the ones on the top❶ could be adjusted to the ones on the bottom❷.

Mindful Notification

Finally, Switch incorporates a mindful notification system that alerts users only to notifications from the apps displayed on the home screens❶. Gone are the days of disruptive red notification badges cluttering each and every app icon. Instead, all notifications are consolidated and displayed together, using the colors of the respective app logos❷. This allows for a more organized and streamlined notification experience, keeping users focused and reducing distractions. Users can make minor changes across the default system with the Switch’s control panel; which will be explained in the next section.

MAIN SCREENS

Main screens of Switch includes home screen, control panel, app library, app customization, and weekly report. We will walk you through starting from on-boarding screens.

↓ 5 main user flows

❶ On-boarding

❷ App libriary

❸ Control Panel

❹ App cutomization

❺ Weekly report

ON-BOARDING

After downloading Switch, users will be guided through a short onboarding experience that includes setting up basic settings, which takes less than five minutes.

Once the setup is complete, Switch will automatically generate the user's home screen and provide a walkthrough of key features that users may not be familiar with. Users can always click on the question mark icon for explanations on how these features relate to their phone usage behaviors❶. An information page will direct users to Switch's website, which offers abundant information and case studies about addictive design, as well as the scientific and psychological background of Switch❷

↓ Button leading to an information page

→ On-boarding screen

Using app library, users can easily add multiple apps to the home screen at a time.

CONTROL PANEL

Control panel provides universal adjustments across all apps displayed over categorized sensory stimuli of visual, sound, and interaction. Here the users can make additional changes to their devices upon the default settings of Switch.

In the visual section❶, users can adjust various visual aspects of their screen, such as brightness, saturation, icon size, display mode (day/dark), and visibility of logos. In the Noise section❷, users can adjust the level of sound stimuli, including overall sound, turning on/off notification, and vibration intensity. Lastly, in the interaction section❸, users can set the default app usage limit, adjusting the time for an app to disappear from the home screen. Additionally, users have the option to turn off the auto-sizing feature

→ Control Panel of Switch

APP CUSTOMIZATION

Users can apply specific settings to each app through the "App Customization" feature. By longpressing the app icon, users can access a menu that includes the "Customize" option. App customization

offers a wide range of detailed customization options for individual apps, allowing users to personalize their experience to suit their preferences.

Switch users receive a weekly report of their screen usage. This report is organized by categorizing subjects based on overall screen time, identifying the most frequently used apps, and tracking phone pickups.

Additionally, users will receive notifications for suspicious screen time, such as excessive usage of unpinned apps. Tapping on these notifications will lead users to the app customization feature, allowing them to take specific actions to address overuse of certain apps.

→ Main screens of Switch (dark mode)

→ Main screens of Switch (day mode)

Switch to Switch

TARGET AUDIENCE

The target audience of Switch is adolescents and young adults aged 16 to 24. We are focusing on this age group because their tendency to be impulsive comes from an immature prefrontal cortex. This area of the brain, which helps us process information and directs our attention based on our goals, is the last part to mature. That makes it especially difficult for young people to resist addictive design—they are still developing their senses of self-awareness and rationality.1

The young person’s need for status and need to belong can intersect with the psychological concept of confirmation bias—the tendency for our brains to collect evidence that supports our existing viewpoints— compounding our tendency to favor people we already identify with: our friends, family, coworkers, or others who share our interests or opinions.2 This phenomenon has become more pronounced with the advancement of technology, as young people are consistently exposed to online relationships. Excessive exposure to unfiltered stimuli can distort their self-perception and long-term goals, leading to heightened levels of depression and anxiety.

There is a glimmer of hope, however. Various studies have recently reported a trend among zoomers freeing themselves from phone addiction. Youth Trends Report showed that 54% of 16-to-24-year-olds worry about how much time they spend on social media, 37% have taken a break from using social media for 24 hours

or more, and 35% have disabled or deleted a social media account because they wanted a break.3 Also, a recent study from Pew Research Center shows that Generation Z is unique in experiencing recent declines in social media use.4 This implies that they are starting to get tired of the overflow of stimulating content and that the demand for addiction-free media is rising. Switch aims to support and accelerate the movement, and here is how.

↓ Three factors that make young adults more susceptible to addiction

The young person’s need for status and need to belong can intersect with the psychological concept of confirmation bias.

The prefrontal cortex, the area of the brain that helps us process and direct our attention based on our goals, is the last part of our brain to mature.

Many of these apps are skillfully and subtly designed to capture users' attention, which in turn accelerates the addiction among young users.

1 “Social Media and the Brain: Why is persuasive technology so hard to resist?”, Center for Humane Technology, Aug 17, 2021, https://www.humanetech.com/youth/socialmedia-and-the-brain.

2 “Social Media and the Brain: Why is persuasive technology so hard to resist?”, Center for Humane Technology, Aug 17, 2021, https://www.humanetech.com/youth/socialmedia-and-the-brain.

3 “Digital Detox: Why Gen Z Brands are Logging off Social Media”, Jul 25, 2022, https://www.voxburner.com/digital-detox/.

4 “Social Media Fact sheet”, Pew Research Center, Apr 7, 2021, https://www. pewresearch.org/internet/fact-sheet/social-media/ .

Below are three different user journeys of our potential users, Nathan, Katrina, and James.

Nathan Elsher, a 17-year-old who goes to highschool in Baltimore, struggles with staying focused on her study due to the constant distractions of social media apps. She finds it difficult to resist checking these apps whenever they send her red notifications, even though she has tried turning off the notifications. Nathan has noticed that she unconsciously reaches for these apps, hindering her productivity. She was easily lost on her home screen, where all the apps were simultaneously reaching out to her. And she hated that. So she switched to switch.

“

I feel so insecure about myself. My abilities, my looks, my roots, my potential

Nathan Elsher, 17

→ Nathan's home screen before using Switch

Music lover

Event go-er Trip planner

Switch helps her home screen to be much closer to her real life, helping her to deliberately be who she wants to be. Like this, with Switch, user's home screen can tell a lot about themselves.

Katrina Davis, a 22-year-old who recently moved to New York City for her first job, struggles to stay focused at work due to the constant distractions of dating apps. The red notifications that pop up on her phone are almost impossible for her to ignore. Although she has tried turning off the notifications, she still finds herself mindlessly reaching for the apps out of habit. To combat this, she has resorted to deleting her dating apps during the daytime and re-downloading them at night as a way to prevent herself from opening them and getting distracted from her work. However, she recently discovered Switch, a much easier solution to help her break free from the grip of these apps and regain her focus at work.

The worst part is that I knew what I was doing was wrong, I knew the dangers of the endless rabbit hole, but I still got sucked in.

Katrina Davis, 22

→ Katrina's home screen before using Switch

Morning coffee person

Constant inspo seeker

Fashion lover

Trend Sensitive

Gourmet Explorer

Sometimes down for a date

→ Katrina's home screen after using Switch

James Daniel, who is 18 years old and a freshman living in Los Angeles, is a heavy app hoarder and enjoys playing games. His home screen was always filled with unorganized app icons, which made it difficult for James to concentrate on his studies. With his graduation approaching and the need to start a job search, James realized he needed to address this situation. By using Switch, he feels more confident as his home screen not only looks aesthetically better, but also helps him focus on the things he wants to without tremendous effort.

“

I felt trapped because the phone was hardwired into my brain as it developed when I was a kid. Yet here I am trying to undo things that are inevitably fundamental to who I am.

John Daniel, 21

→ James's home screen before using Switch

Inspiring writer

Morning runner

Reliant listener

Job seeker

Language learner

Data sensitive

Privacy needed

→ James's home screen after using Switch

SWITCH TO YOURSELF

Switch believes that beneath the shimmering facade of alluring technology and addictive systems, lies the true self of the user - their genuine personality, interests, and lifestyle that come from their heart. This belief has been proven through the distinctive journeys of our users with Switch.

Therefore, we are proud to introduce our campaign, "Switch to yourself", which can be applied to anyone, including Nathan, Katrina, James, and all potential users of Switch. In our campaign, we have embedded the personal stories of our users, showcasing the life beyond screens and supporting their liberated lifestyle. We aim to highlight what users are capable of with the support of Switch, and how it can help them embrace their true selves.

Market and business

The global mental health apps market was valued at USD 4.2 billion in 2021 and is expected to expand at a compound annual growth rate of 16.5% from 2022 to 2030.1 The American Psychological Association reckons 10,000 to 20,000 apps are currently available for download. Increasing interest in mental health is also stimulating the rapid growth of digital wellness. According to Statista, revenue in the digital fitness and well-being apps segment is projected to reach USD 23.55 billion in 2022.2 Apps in this segment, such as Forest, Flipd, and Hold, each provide distinctive methodological solutions to help users to reduce their screen time and focus on their work in real life. The Forest app in particular, which is a gamified timer to reduce distraction from mobile phones, has over 25 million downloads and over 2 million paying users,3 proving the market demand for products that promote digital detox and addiction-free behavior. According to Financesonline and Sync Research, in 2020, 42% of young people (aged 18-24) tried digital detox apps, and 58% of them expressed a desire to reduce their time spent online. This presents an opportunity to reach up to 841 million potential users worldwide and tap into the $29 billion market for global mental health apps.

$4.2B $1.4B $378M $42M

1 “Mental Health Apps Market Size, Share & Trends Analysis Report”, Grand View Research, 2021, https://www.grandviewresearch.com/industry-analysis/mental-health-appsmarket-report.

2 “Digital Fitness & Well-Being Apps - Worldwide”, Statisca, 2022, https://www.statista. com/outlook/dmo/digital-health/digital-fitness-well-being/digital-fitness-well-being-apps/ worldwide.

3 Rabani Kharbanda, “How a top-rated productivity app, Forest, uses gamification to retain users”, Medium, Nov 20, 2021, https://bootcamp.uxdesign.cc/how-a-top-ratedproductivity-app-forest-uses-gamification-to-retain-users-9345f6867a2d.

10-30 MENTAL HEALTH APP USERS IN U.S.

10-30 MENTAL HEALTH APP USERS IN BIG CITIES (NY/LA)

INDIRECT COMPETITORS

Indirect competitors of Switch are mental health apps that provide a personal connection to therapeutic solutions. Betterhelp, Headspace, and Calm are examples that could be considered affordable tools for promoting mental well-being and discouraging digital addiction, but they bring a danger of leaking personal “emotional data” and have not been proven effective. John Torous of Harvard Medical School has reviewed 650 mental-health apps and describes their privacy policies as abysmal. Some even share information with advertisers. As for their effectiveness, the apps’ methods are notoriously difficult to evaluate.4

DIRECT COMPETITORS

Direct competitors of Switch are apps that are related to screen time and digital well-being, such as Freedom, Digitox, and Forest. Also, apps that help users to focus on their work can be included in the list. Most of these apps need additional time and effort to adjust and personalize the settings. This results in losing many users in the initial stage. Also, these apps don’t interfere directly with user experience since they get easily buried under more attractive apps like social media and games.

4 The Economist Group Limited, “Dramatic growth in mental-health apps has created a risky industry”, The Economist, Dec 11, 2021, https://www.economist.com/ business/2021/12/11/dramatic-growth-in-mental-health-apps-has-created-a-riskyindustry?https://www.economist.com/the-world-ahead-2023?utm_source=google&utm_ medium=cpc.adword.pd&utm_campaign=a.23worldahead&utm_content=conversion.nonbrand.anonymous_search-twa23-kr_en-g-competitivecontent-worldahead-dsa&gclid=Cjw KCAiAmuKbBhA2EiwAxQnt74y1qpNK5tavzoVXvEPojXbE3q2cXY8d9xrOmd8c5pzw1xRv_ XDs3BoCasAQAvD_BwE .

INDIRECT COMPETITORS

Mind Shift

headspace

Calm

Betterhelp

DIRECT COMPETITORS

Forest

Space

Screen time control

↘ DUMB PHONES

Mudita

Light phone

↘ ANDROID LAUNCHERS

Unpluq

AIO Launcher

talkspace App usage tracker

Balance

Digitox

Offscreen

Freedom

Focus to-do

study bunny

Punkt

Nokia

Palm

Niagara Launcher

Minimalist phone

Ratio Launcher

Nova Launcher

MARKET POSITIONING

The market presents both great opportunities and saturation. However, Switch will carve our niche in the upper right corner where we offer a systemic solution that is adaptive to technology.

↓ x and y axis

SUPPLEMENTARY SOLUTION

SYSTEMIC SOLUTION

Business and financial

Switch's revenue stream is primarily derived from the one-time initial purchase price of $30.99, which is charged after a seven-day trial period. Additional charges may occur periodically due to software updates. While this may seem costly, a comparison with other competitors in the market reveals that Switch's pricing is reasonable.

Many other launchers that aim to reduce users' screen time require yearly subscriptions starting from $30 per year. However, Switch is determined to avoid adding another subscription model to users' lives. This decision aligns with Switch's core value of empowering users to gain ultimate control over technology, without being tied down by systems that may have hidden intentions to deceive or entice users. Some users may try basic feature phones, commonly referred to as "dumb phones", as a way to disconnect from technology. However, the prices of these phones are not as basic as they may seem. For instance, the Nokia 225, which is considered a basic phone, costs $59, while other options like the Light Phone can go up to $299 and the Punkt phone can cost $399. In comparison, Switch is priced reasonably and offers easier accessibility to users.

Initial one-time purchase after 7days of trial. (Additional charges may occur for periodic software updates.

Most of the Android launcher with same goal with Switch follow subscription models that are over $30 a year.

$50-$400

Dumb phones with the intent to reduce user's screen time.

THREE PROMOTIONAL STEPS

When using the app, users will go through three promotional steps: a campaign, using the app itself, and a share feature.

Firstly, users will encounter a campaign titled "Switch to yourself". This campaign aims to provoke users to question their current digital lifestyle. It will include out-of-home advertising such as posters and billboards, promotional videos, and social media content. Each promotional material will contain a link to download the app, or users can search for it in the Google Play store. Curious potential users will be led to our website, where they can find curated case studies about humane technology and design, as well as psychological and scientific background information for Switch's features. Users who are interested in our case studies can subscribe to our newsletters and build a deeper relationship with Switch. Here, Switch aims to earn users' trust, potentially leading them to download the launcher. After downloading the launcher, Switch offers users a free seven-day trial, after which they will be required to pay a one-time fee of $30.99 to continue using the app and unlock additional features. There may be a small additional fee charged when the software is updated. Switch aims to avoid a subscription-based business model that can be difficult to cancel, aligning with its brand value as a critique of the modern addiction economy.

Beyond being a simple tool for digital blocking, Switch will continue to focus on its core value of helping users achieve a healthy digital lifestyle. This value will be subtly embedded throughout the user experience, both now and in the future.

phase 1. Campaign

phase 2. Website phase 3. Launcher

→ Our website showcasing case studies

NEXT STEPS

Our first phase is to launch a Beta version to user test, and to launch Ver.1, on the first year with campaign and website showcasing our case study over addictive design. Second year, we will expand our audience and build stronger network rooting for humane technology and design. Lastly, in the future, we are planning to design a product for iOS as well.

The goal of Switch is not to be just another app to block other apps, but to go beyond that. We aim to pursue and spread our belief in ethical design in technology, helping users to constantly question the existing systems they are accustomed to. We believe that this is the first step towards changing the vicious cycle of addictive economy that thrives on users' screen time. Our aim is to remind users that they have the power to question, take actions, and regain control over the existing system of modern technology.

User testing

Gather the team:

UI/UX Designer, Developer

Solidify visual language

-$17,422

NYC Audience Software Updates

Launch campaign/Website showcasing our case studies

$124,965

NYC/LA Audience

Build partnership with Center for Humane Technology

Press release

$407,309

U.S Audience Marketing: Press release

Expand our team: Hire talents

$1,591,744

Product for iOS

→ Cost structure of Switch

Bibliography

Alhassan AA, Alqadhib EM, Taha NW, Alahmari RA, Salam M, Almutairi AF. The relationship between addiction to smartphone usage and depression among adults: a cross sectional study. BMC Psychiatry. 2018.

Wheelwright, Trevor. 2022 Cell Phone Usage Statistics: How Obsessed Are We?, Reviews.org. 2022.

Addiction to social media: main causes and symptoms. IBERDROLA. https:// www.iberdrola.com/social-commitment/impact-social-mediayouth#:~:text=Adolescents%20are%20at%20the%20highest,to%20 reaffirm%20their%20group%20identity.

Social Media Fact sheet. Pew Research Center. 2021. https://www.pewresearch.org/ internet/fact-sheet/social-media/.

Lester, Amelia E. Show Your Best Face: Online social networks are a hop, click and jump from reality. 2004. https://www.thecrimson.com/article/2004/2/17/ show-your-best-face-lets-talk/.

Mobile Phone Museum. Accessed Nov 30. 2022. www.mobilephonemuseum.com.

Jolis, Anne. Steve Jobs’s button phobia has shaped the modern world. 2014. https:// www.spectator.co.uk/article/steve-jobs-s-button-phobia-has-shapedthe-modern-world/.

Liam Mays, Dumb phones are on the rise in the U.S. as Gen Z looks to limit screen time, Mar 29, 2023, https://www.cnbc.com/2023/03/29/dumb-phonesare-on-the-rise-in-the-us-as-gen-z-limits-screen-time.html.

Sarah Kessler and Bernhard Warner, Rethinking the “Digital Detox”, Feb 18, 2023, https://www.nytimes.com/2023/02/18/business/dealbook/digital-detoxsocial-media.html

Social Media and the Brain: Why is persuasive technology so hard to resist?. Center for Humane Technology. 2021. https://www.humanetech.com/youth/ social-media-and-the-brain.

Digital Detox: Why Gen Z Brands are Logging off Social Media. 2022. https://www. voxburner.com/digital-detox/.

Social Media Fact sheet. Pew Research Center. 2021. https://www.pewresearch.org/ internet/fact-sheet/social-media/.

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SWITCH

Crystal Shin

MFA DESIGN

SCHOOL OF VISUAL ARTS

2023

SPECIAL THANKS TO

Ray Jaeyoung Yun

Steven Heller

Lita Talarico

John Daniel Mabilangan

Ishita Aggarwal

Ray Shin

Soo Young Lee

Allen Yee

Sam Broad

Timothy Cohan

Thesis Advisor

Department Chair

Department Chair

Interviewee

Interviewee

Interviewee

Interviewee

Tech Advisory

Tech Advisory

Branding Advisory

And to my fellow students of class 2023