Unwind
Type of work: Service Design
Duration: 2 months
Designers: Nicole Prasetia, Syafira Haziqah Binte Yusman, Yap Jiexi Jessie
Project Overview:
Unwind is the result of a collaborative project under the NAFA x UAL design practice program where we were given a task to create a service out of a product. The product we choose was a modular shipping container that could be designed into a space. Through a selective process, we found a direction where we wanted to tackle the problem of creative burnout.
Within our first round of interviews, we discovered that relaxation was an essential part of the creative process but its importance is often neglected due to pressure and working expectations, especially from our own selves. So we set out to help alleviate this issue by creating a campaign and service focused on three key creativity insights which are a change in environment, collaboration, and perspective.
Research & Problem identification: What is Creative Block?
In this segment, we turned to scientific research and found creativity can be broken down into two sorts of 'modes'. First is when we broaden attention and second when we narrow attention. These two modes require different types of emotional triggers of various intensities.
Furthermore, interviews were also conducted to identify what hinders creativity. The answers we received varied from overthinking to frustration to even procrastination but after further analysis, we managed to filter all these responses into two categories which were lack of perspective and stress.
To counter these two issues we then conducted a second round of interviews coupled with a questionnaire and again filtered these responses into three main categories which became the backbone of our service.
Design Process: Creativity?
Our design process heavily relied on iterative exploration and analyzing information through frameworks such as service blueprints and storyboards. The team discussed which touchpoint would suit which segment and considered how to trigger creativity even at the very beginning of the service which lead to the development of our first touchpoint and marketing strategy.
Outcome: Triggering Ideas
These ads were inspired by one of our interviews where people expressed that they usually get ideas while in waiting periods specifically on public transport where they let their minds wander.
So we placed sticky notes where people can jot down ideas as well as giant fidget toys that can stimulate the senses to trigger ideas. Within these ads we placed QR codes that leads to our main service.
These questionnaires are designed to curate an experience based on your current circumstance. If the user is looking to be inspired, the activity recommended might be a more stimulating one such as painting, and if they are looking to relax they are recommended slow activities such as reading. Furthermore, there are collaborative environments such as coffee shops where social dialogue is encouraged.
All of these activities are taking place in unique environments such as parks, beaches, and lighthouses to further enhance creativity.
Final Remarks
This project was my first go at designing a service and looking at it now there is plenty of room for improvement. First, the questionnaire at the start of the service could take into account the preference of the user as well as their current emotional state. Second, the issue of self-induced pressures, and stressors such as overthinking were not explored properly and the solution did not entirely solve the issue. Third, the design of logistical backdoor operations was not fully thought through thus making the service less achievable in reality. Overall for a first brief on service design, the outcome was satisfactory but the process could focus less on the outcome and more on the research.