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Design Strategy for Working mom

Dee Kim
Dee Kim

This document summarizes research conducted to develop a design strategy for an emerging market of working moms. User research including interviews and observations of 4 working moms was conducted to understand their needs. Key needs identified were lack of communication between moms and children before and after work. A future trend map showed focus on improving communication systems within living spaces. The design strategy developed was to create a living space where moms and children can work separately but interact when needed, such as a working room. This would address the key need while being applicable to different situations as trends change.

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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
Contents Step1. Intro Step2. Research Method & User Research Step3. Research Analysis Step4. Design Strategy for Working mom Step5. Conclusion
1. Intro 1-1 New Bluesumer, Working mom 糾譟一-糾覲伎ろ (kosis.nos.go.kr) elevated social status economically change in the active meaning of family increase in employed female workers New Bluesumer, Working mom
1. Intro 1-2 Research process Literature research Internet research Future trend map In-depth study Technology map AEIOU analysis Area Identification Analysis Design strategy Find a new market and develop a design strategy for working mom
2. Research Method 2-1 Literature and Internet research Literature research (books) Literature research (news) Internet research child-care child-care child-care - Working moms child-care - books for expectant parents - limited time with children tactics and working moms with infants - problems with child-care facility - child-care facility, child-care - guidance books for working exchange, babysitter, and moms with young children neighborhood nurse education career time management - weekend traveling with children - content that encourage -extracurricular activity working moms in managing - time management after work -problem with teacher career and household work household work education husband and wife conflict -sharing household work between -sharing household work -how to play and communicate husband and wife with children -loneliness kybobooks hangyore, chosun, and lady kyunghwang www.workingmom.pe.kr cafe.daum.net/workingmom922 child-care> career>household work child-care> time management>education child-care> education> husband & wife conflict
2. Research Method 2-1 Literature and Internet research conflict with children limited time with children child-care facility cultural event extracurricular balancing career and role as a mom activity weekend travel Child-care trouble with boss problem with teacher time management Education Career sharing chore preparing breakfast loneliness fight Husband & Living budget sexless wife conflict household work Among working moms needs, we chose child-care issues
2. Research Method 2-2 In-depth interview and user research Literature research Internet research Future trend map In-depth study Technology map AEIOU analysis Area Identification Analysis Design strategy conduct in-depth interview with 4 working moms, video observation AEIOU analysis discover specific needs of working mom
2. Research Method 2-2 In-depth interview and user research Survey preparation before work week work environment -day time after work activity interaction object week -end set up questions to investigate activities based on time categorize questions by environment, interaction and object
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 Research E age 36 43 30~40 30~40 32 occupation lecturer professor company employee company employee company employee 5 year old & 17 year old & 3 year old daughter 6 year old son & children 3 year old son 4 year old son 18 year old son 8 year old daughter - interested in child education - resides in Seoul - resides in Seoul - resides in Seoul - positive mindset - commutes to - commutes to - commutes to - grandmother - tries to have lots of character Daejeon 3~4 times a Daechidong 5 times a Daechidong 5 mostly in charge of conversations with -istics week week times a week taking care of the children - grandmother - grandmother - mother-in-law lives children - no assistance from lives near the place lives near the place nearby grandmothers in of residence of residence child-care
3. Research Analysis 3-1 User analysis using AEIOU AEIOU Research A AEIOU Research B AEIOU Research C AEIOU Research D AEIOU Research D
3. Research Analysis 3-1 User analysis using AEIOU repetitive pattern lack of communication with children before work, after work and during weekends due to undone chore limited number of objects used for interaction with children high dependence on TV activity environment object Interaction before wake-up/ prep for breakfast bedroom work wake-up children w have a brief conversation with mom-child children e have a meal with family kitchen whole family at lack of e work talk to children company cell phone mom-child communication k between mom d and child a talk to children company cell phone mom-child y after arrive at home have dinner kitchen whole family work watch TV living room TV play with children bedroom mom-child goto bed
3. Research Analysis 3-2 Future trend and Technology map lack of communication between mom and child Literature research Internet research Future trend map In-depth study Technology map AEIOU analysis Area Identification Analysis Design strategy
3. Research Analysis 3-2 Future trend and Technology map lack of communication between mom and child near future social trend map technology road map -cause-effect relation -feasibility -market potential -applicability - Draw an appropriate market to focus on - Calculate potential of that market
3. Research Analysis 3-2 Future trend and Technology map 1990 2000 2005 2010 2020 -Internet boom Cyber -U-Phone -Advancement in Mind Spa U-Home Apartment -U-Service digital technology Video Work at KT U Learning conferencing home U Work Communication Mobile System Office Spread of computer Digital Boost in -UCC Boom Home Network Generation Online Market -Digilog Working Mom Increased use of living Focus on Improving Introduction of Work at Home space & Development communication systems Mobile Office Model of Home Network tech. within living spaces
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 Future trend map In-depth study Technology map AEIOU analysis Area Identification Analysis Design strategy
4. Design Strategy for Working Mom Market 4-1 User research re-analysis for developing strategy 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 Identifying Customer Needs Customer StatementInterpreted Need grouping
4. Design Strategy for Working Mom Market 4-1 User research re-analysis for developing strategy customer statement Interpreted need - At work, I check how children are doing - a new system that can efficiently manage by cell phone. childrens schedule - I read my book before bed, and children - a new space where mom and children also listen to music or do other things at can be together while working on their their room. own project ex) working room - During bedtime, the child wants to sleep -an environment which makes it easier for with me, but I try to go to bed early for to children goto bed independently while next days schedule. not feeling detached from the mother - During the weekend, I still have to work - a network system that transfers files for 4~5 hours. from company to home - After having a meal, children mostly stay - a device showing what children are doing in their room with their mp3 or watch TV. in the house - objects that can improve the physical and - Before going home from work, I stop by emotional condition of working mom ex) the market to do grocery shopping and assisting grocery shopping or providing buy materials for children. content to get rid of stress
4. Design Strategy for Working Mom Market 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 ** Objects that can improve the physical and emotional ** Other portable devices and programs that can support condition of working mom communication between mom and children * 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 * A device or system that can help kids get ready for than morning time / Network technology that can create school by themselves indirect communication between mom and children or help ** A network system connecting mom in the kitchen and the mom check children in a limited space children in other spaces in home ** Time management service * 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 ** Timer that can teach children to use TV or computer for mom can work and interact with the children at the same appropriate amount of time when mom is not present. time ** Interior structure that is designed to increase ** A TV that can be function as a background when there is a communication between mom and children ex) children need for communication between family members. have to walk through parents room to get to their room
4. Design Strategy for Working Mom Market Interpreted need A network system or device that can support communication while mom is away from children A device or system that reduce stress Interior change or network system and fatigue of working mom to manage morning time more efficiently A living space that mom and children can work separately but interact A TV system which doesnt any need emerges interrupt communication
4. Design Strategy for Working Mom Market Interpreted need Additional User Interview Stakeholder Interview Interaction facilitated by Many time management systems and network devices are not qualified tools already exist for productive bonding between mom and children
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
5. Conclusion Goal Guide to suggesting Design strategy for Working mom market -Process-driven design research Purpose -Scientific Analysis -Applicable to different situations - The main focus is set as A living space that mom and children can work separately but interact when need emerges Future possibilities - When the trend or technology map changes, other directions can be re- interpreted for establishing different design strategies
References - 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

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Design Strategy for Working mom

  • 1. Suggesting Design Strategy for an Emerging Market for Working Mom Dee Kim, Jaewon Song, Yoonhwa Lee, Seungjin Chung & Prof. Euichul Jung
  • 2. Contents Step1. Intro Step2. Research Method & User Research Step3. Research Analysis Step4. Design Strategy for Working mom Step5. Conclusion
  • 3. 1. Intro 1-1 New Bluesumer, Working mom 糾譟一-糾覲伎ろ (kosis.nos.go.kr) elevated social status economically change in the active meaning of family increase in employed female workers New Bluesumer, Working mom
  • 4. 1. Intro 1-2 Research process Literature research Internet research Future trend map In-depth study Technology map AEIOU analysis Area Identification Analysis Design strategy Find a new market and develop a design strategy for working mom
  • 5. 2. Research Method 2-1 Literature and Internet research Literature research (books) Literature research (news) Internet research child-care child-care child-care - Working moms child-care - books for expectant parents - limited time with children tactics and working moms with infants - problems with child-care facility - child-care facility, child-care - guidance books for working exchange, babysitter, and moms with young children neighborhood nurse education career time management - weekend traveling with children - content that encourage -extracurricular activity working moms in managing - time management after work -problem with teacher career and household work household work education husband and wife conflict -sharing household work between -sharing household work -how to play and communicate husband and wife with children -loneliness kybobooks hangyore, chosun, and lady kyunghwang www.workingmom.pe.kr cafe.daum.net/workingmom922 child-care> career>household work child-care> time management>education child-care> education> husband & wife conflict
  • 6. 2. Research Method 2-1 Literature and Internet research conflict with children limited time with children child-care facility cultural event extracurricular balancing career and role as a mom activity weekend travel Child-care trouble with boss problem with teacher time management Education Career sharing chore preparing breakfast loneliness fight Husband & Living budget sexless wife conflict household work Among working moms needs, we chose child-care issues
  • 7. 2. Research Method 2-2 In-depth interview and user research Literature research Internet research Future trend map In-depth study Technology map AEIOU analysis Area Identification Analysis Design strategy conduct in-depth interview with 4 working moms, video observation AEIOU analysis discover specific needs of working mom
  • 8. 2. Research Method 2-2 In-depth interview and user research Survey preparation before work week work environment -day time after work activity interaction object week -end set up questions to investigate activities based on time categorize questions by environment, interaction and object
  • 9. 2. Research Method 2-2 In-depth interview and user research Survey
  • 10. 2. Research Method 2-2 In-depth interview and user research Survey
  • 11. 2. Research Method 2-2 In-depth interview and user research Research subject Research A Research B Research C Research D Research E age 36 43 30~40 30~40 32 occupation lecturer professor company employee company employee company employee 5 year old & 17 year old & 3 year old daughter 6 year old son & children 3 year old son 4 year old son 18 year old son 8 year old daughter - interested in child education - resides in Seoul - resides in Seoul - resides in Seoul - positive mindset - commutes to - commutes to - commutes to - grandmother - tries to have lots of character Daejeon 3~4 times a Daechidong 5 times a Daechidong 5 mostly in charge of conversations with -istics week week times a week taking care of the children - grandmother - grandmother - mother-in-law lives children - no assistance from lives near the place lives near the place nearby grandmothers in of residence of residence child-care
  • 12. 3. Research Analysis 3-1 User analysis using AEIOU AEIOU Research A AEIOU Research B AEIOU Research C AEIOU Research D AEIOU Research D
  • 13. 3. Research Analysis 3-1 User analysis using AEIOU repetitive pattern lack of communication with children before work, after work and during weekends due to undone chore limited number of objects used for interaction with children high dependence on TV activity environment object Interaction before wake-up/ prep for breakfast bedroom work wake-up children w have a brief conversation with mom-child children e have a meal with family kitchen whole family at lack of e work talk to children company cell phone mom-child communication k between mom d and child a talk to children company cell phone mom-child y after arrive at home have dinner kitchen whole family work watch TV living room TV play with children bedroom mom-child goto bed
  • 14. 3. Research Analysis 3-2 Future trend and Technology map lack of communication between mom and child Literature research Internet research Future trend map In-depth study Technology map AEIOU analysis Area Identification Analysis Design strategy
  • 15. 3. Research Analysis 3-2 Future trend and Technology map lack of communication between mom and child near future social trend map technology road map -cause-effect relation -feasibility -market potential -applicability - Draw an appropriate market to focus on - Calculate potential of that market
  • 16. 3. Research Analysis 3-2 Future trend and Technology map 1990 2000 2005 2010 2020 -Internet boom Cyber -U-Phone -Advancement in Mind Spa U-Home Apartment -U-Service digital technology Video Work at KT U Learning conferencing home U Work Communication Mobile System Office Spread of computer Digital Boost in -UCC Boom Home Network Generation Online Market -Digilog Working Mom Increased use of living Focus on Improving Introduction of Work at Home space & Development communication systems Mobile Office Model of Home Network tech. within living spaces
  • 17. 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 Future trend map In-depth study Technology map AEIOU analysis Area Identification Analysis Design strategy
  • 18. 4. Design Strategy for Working Mom Market 4-1 User research re-analysis for developing strategy 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 Identifying Customer Needs Customer StatementInterpreted Need grouping
  • 19. 4. Design Strategy for Working Mom Market 4-1 User research re-analysis for developing strategy customer statement Interpreted need - At work, I check how children are doing - a new system that can efficiently manage by cell phone. childrens schedule - I read my book before bed, and children - a new space where mom and children also listen to music or do other things at can be together while working on their their room. own project ex) working room - During bedtime, the child wants to sleep -an environment which makes it easier for with me, but I try to go to bed early for to children goto bed independently while next days schedule. not feeling detached from the mother - During the weekend, I still have to work - a network system that transfers files for 4~5 hours. from company to home - After having a meal, children mostly stay - a device showing what children are doing in their room with their mp3 or watch TV. in the house - objects that can improve the physical and - Before going home from work, I stop by emotional condition of working mom ex) the market to do grocery shopping and assisting grocery shopping or providing buy materials for children. content to get rid of stress
  • 20. 4. Design Strategy for Working Mom Market 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 ** Objects that can improve the physical and emotional ** Other portable devices and programs that can support condition of working mom communication between mom and children * 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 * A device or system that can help kids get ready for than morning time / Network technology that can create school by themselves indirect communication between mom and children or help ** A network system connecting mom in the kitchen and the mom check children in a limited space children in other spaces in home ** Time management service * 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 ** Timer that can teach children to use TV or computer for mom can work and interact with the children at the same appropriate amount of time when mom is not present. time ** Interior structure that is designed to increase ** A TV that can be function as a background when there is a communication between mom and children ex) children need for communication between family members. have to walk through parents room to get to their room
  • 21. 4. Design Strategy for Working Mom Market Interpreted need A network system or device that can support communication while mom is away from children A device or system that reduce stress Interior change or network system and fatigue of working mom to manage morning time more efficiently A living space that mom and children can work separately but interact A TV system which doesnt any need emerges interrupt communication
  • 22. 4. Design Strategy for Working Mom Market Interpreted need Additional User Interview Stakeholder Interview Interaction facilitated by Many time management systems and network devices are not qualified tools already exist for productive bonding between mom and children
  • 23. 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
  • 24. 5. Conclusion Goal Guide to suggesting Design strategy for Working mom market -Process-driven design research Purpose -Scientific Analysis -Applicable to different situations - The main focus is set as A living space that mom and children can work separately but interact when need emerges Future possibilities - When the trend or technology map changes, other directions can be re- interpreted for establishing different design strategies
  • 25. References - 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