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Suggesting Design Strategy for an Emerging Market for Working Mom
Dee Kim, Jaewon Song, Yoonhwa Lee, Seungjin Chung & Prof. Euichul Jung
Step1. Intro
Step2. Research Method & User Research
Step3. Research Analysis
Step4. Design Strategy for Working mom
Step5. Conclusion
Contents
elevated social status
1. Intro
1-1 New Bluesumer, Working mom
economically active
change in the meaning of family
increase in employed female workers
통계조사-통계정보시스템 (kosis.nos.go.kr)
New Bluesumer, Working mom
1-2 Research process
1. Intro
Find a new market and develop a design strategy for working mom
Literature research Internet research
AreaIdentification
Future trend mapTechnology map
Design strategy
In-depth study AEIOU analysis
Analysis
kybobooks
2-1 Literature and Internet research
child-care> career>household work
Literature research (books)
hangyore, chosun, and lady kyunghwang
time management
Literature research (news)
www.workingmom.pe.krcafe.daum.net/workingmom922
Internet research
- Working mom’s child-care tactics
- child-care facility, child-care exchange, babysitter, and neighborhood nurse
-how to play and communicate with children
2. Research Method
child-care
education
- time management after work
career
- books for expectant parents and working moms with infants
- guidance books for working moms with young children
-sharing household work between husband and wife
child-care
household work
- content that encourage working moms in managing career and household work
education
- limited time with children
- problems with child-care facility
-sharing household work
-loneliness
child-care
husband and wife conflict
- weekend traveling with children
-extracurricular activity
-problem with teacher
child-care> time management>education child-care> education>husband & wife conflict
Among working mom’s needs, we chose child-care issues
child-care facility
2. Research Method
conflict with children
limited time with children
balancing career and role as a mom
trouble with boss
time management
budget
household work
preparing breakfast
Child-careweekend travel
cultural event
problem with teacher
loneliness
sharing chore
fightsexless
Education Career
Husband & wife conflict
Living
extracurricular activity
2-1 Literature and Internet research
2-2 In-depth interview and user research
conduct in-depth interview with 4 working moms, video observation
discover specific needs of working mom
AEIOU analysis
2. Research Method
Literature research Internet research
AreaIdentification
Future trend mapTechnology map
Design strategy
In-depth study AEIOU analysis
Analysis
time
before work
week-day
week-end
activity
environment
interaction
object
set up questions to investigate activities based on time categorize questions by environment, interaction and object
Survey preparation
work
after work
2. Research Method
2-2 In-depth interview and user research
Survey
2. Research Method
2-2 In-depth interview and user research
Survey
2. Research Method
2-2 In-depth interview and user research
Research subject
Research A Research B Research C Research D
age
occupation
children
character-istics
43
- resides in Seoul- commutes to Daejeon 3~4 times a week - grandmother lives near the placeof residence
36
lecturer
5 year old & 4 year old son
- grandmother mostly in charge of taking care of thechildren
30~40 30~40
company employee
Research E
32
company employee company employeeprofessor
2. Research Method
17 year old & 18 year old son
3 year old son 3 year old daughter 6 year old son &8 year old daughter
- resides in Seoul- commutes to Daechidong 5 times a week - grandmother lives near the placeof residence
- resides in Seoul- commutes to Daechidong 5 times a week - mother-in-law lives nearby
- interested in child education- positive mindset- tries to have lots of conversations with children- no assistance from grandmothers in child-care
2-2 In-depth interview and user research
AEIOUResearch A
AEIOUResearch B
AEIOUResearch C
AEIOUResearch D
AEIOUResearch D
3. Research Analysis
3-1 User analysis using AEIOU
weekday
activity environment object Interaction
weekday
before work
atwork
wake-up/ prep for breakfastwake-up children have a brief conversation with children have a meal with family
talk to children
bedroom
kitchen company
cell phone
mom-child
whole family
mom-child
weekday after
work
talk to childrenarrive at home have dinner watch TV play with children goto bed
company kitchenliving roombedroom
cell phone
TV
mom-child whole family mom-child
① repetitive pattern
② lack of communication with children before work, after work and during weekends due to undone chore
③ limited number of objects used for interaction with children
④ high dependence on TV
3. Research Analysis
3-1 User analysis using AEIOU
lack of communication between mom
and child
lack of communication between mom and child
3-2 Future trend and Technology map
3. Research Analysis
Literature research Internet research
AreaIdentification
Future trend mapTechnology map
Design strategy
In-depth study AEIOU analysis
Analysis
lack of communication between mom and child
near future social trend map
-cause-effect relation -market potential
-feasibility-applicability
technology road map
- Draw an appropriate market to focus on- Calculate potential of that market
3. Research Analysis
3-2 Future trend and Technology map
Introduction ofMobile Office
Increased use of living space & Development
of Home Network tech.
Communication System
Spread ofcomputer
Working Mom
1990 2000 2005 2010 2020
-Internet boom-Advancement in digital technology
Cyber Apartment
-U-Phone-U-Service Mind Spa U-Home
Home Network-UCC Boom-Digilog
Boost in Online Market
Digital Generation
U LearningWork at home
KTU Work
Videoconferencing
Work at Home Model
Focus on Improving communication systems
within living spaces
3. Research Analysis
3-2 Future trend and Technology map
MobileOffice
4. Design Strategy for Working Mom Market
4-1 User research re-analysis for developing strategy
improve communication between mom & child within living spaces
Literature research Internet research
AreaIdentification
Future trend mapTechnology map
Design strategy
In-depth study AEIOU analysis
Analysis
improve communication between mom & child within living spaces
Re-analysis of in-depth interview
86 Customer Statements
relation to living spaces
Reduce to 28 Customer Statements
grouping
Identifying Customer Needs
Customer Statement→Interpreted Need
4. Design Strategy for Working Mom Market
4-1 User research re-analysis for developing strategy
Interpreted need
- a new system that can efficiently manage children’s schedule
- a new space where mom and children can be together while working on their own project ex) working room
-an environment which makes it easier for to children goto bed independently while not feeling detached from the mother
- a network system that transfers files from company to home
- a device showing what children are doing in the house
- objects that can improve the physical and emotional condition of working mom ex) assisting grocery shopping or providing content to get rid of stress
…- At work, I check how children are doing by cell phone.
- I read my book before bed, and children also listen to music or do other things at their room.
- During bedtime, the child wants to sleep with me, but I try to go to bed early for next day’s schedule.
- During the weekend, I still have to work for 4~5 hours.
- After having a meal, children mostly stay in their room with their mp3 or watch TV.
- Before going home from work, I stop by the market to do grocery shopping and buy materials for children.
…
customer statement
4. Design Strategy for Working Mom Market
4-1 User research re-analysis for developing strategy
Interpreted need
* Working mom can use cell phone to communicate with children while she is away from them.** Cellphone apps which can add more fun features to communication** Other portable devices and programs that can support communication between mom and children
** Objects that can improve the physical and emotional condition of working mom* A device or system that can assist in house chore ** Content provider to help moms get rid of stress * Environment that can help kids goto bed easily*** Focus on the after work time when there is more room than morning time / Network technology that can create indirect communication between mom and children or help the mom check children in a limited space
4. Design Strategy for Working Mom Market
** Timer that can teach children to use TV or computer for appropriate amount of time when mom is not present.
** A TV that can be function as a background when there is a need for communication between family members.
* A ‘Work at Home system’ that moms can efficiently finish company work ex) file transfer system ** A working space in the living room and kitchen where mom can work and interact with the children at the same time ** Interior structure that is designed to increase communication between mom and children ex) children have to walk through parents’ room to get to their room
* A device or system that can help kids get ready for school by themselves ** A network system connecting mom in the kitchen and children in other spaces in home ** Time management service
Interpreted need
A network system or device that can support communication while mom is
away from children
4. Design Strategy for Working Mom Market
Interior change or network system to manage morning time more
efficiently
A device or system that reduce stress and fatigue of working mom
A TV system which doesn’t interrupt communication
A living space that mom and children can work separately but interact
any need emerges
Interpreted need
Additional User Interview Stakeholder Interview
Interaction facilitated by network devices are not qualifiedfor productive bonding between
mom and children
Many time management systems and tools already exist
4. Design Strategy for Working Mom Market
Interpreted need
A living space that mom and children can work separately but interact with each other
ex> working room, pouch bedroom
4. Design Strategy for Working Mom Market
Guide to suggesting Design strategy for Working mom market
-Process-driven design research -Scientific Analysis -Applicable to different situations
Goal
Purpose
Future possibilities
- The main focus is set as ‘A living space that mom and children can work separately but interact when need emerges’ - When the trend or technology map changes, other directions can be re-interpreted for establishing different design strategies
5. Conclusion
- Seoul Economics: Boost in services and products for Working mom, 2007. 6
- Peter Erath (Kyung-yun Kim), Child raising for working mom, Womennews, 1997
- Mckinsey Seoul Office, WomenKorea Report, Maeil economics, 2001
References
