train tickler
Alessandra Canella 730621 Italian Supervisor Fabio Di Liberto Chinese Supervisor Chen Yongqun
POLITECNICO DI MILANO SCUOLA DEL DESIGN Master Degree in PRODUCT SERVICE SYSTEM DESIGN - PSSD TONGJI UNIVERSITY COLLEGE OF DESIGN AND INNOVATION Double Master Degree POLITONG A.Y. 2010 / 2011 Day of discussion 20th July 2011
DAILY CHINA THROUGH DESIGNERS’ EYES
6 designers 1 city 1 year and half # 12, 15, 22 inspirational observations
common observations
introduction
secondary research
primary research
resume
vision
project
what’s next
ADULT SEXUAL HEALTH
common observations
introduction
secondary research
primary research
resume
vision
project
what’s next
ADULTS’ PLAYGROUND
common observations
introduction
secondary research
primary research
resume
vision
project
what’s next
VARIABLE CONTEXT, SAME PRODUCT / SERVICE
common observations
introduction
secondary research
primary research
resume
vision
project
what’s next
METHODOLOGY
Secondary research
Primary research
Insights resume
Project definition
. Literature review . Desk research
. Visual ethnography and interviews on the field . In-depth interviews
verify what is the difference between what is supposed and what is in reality
innovation challenge and values definition to design a pss linked to the insights
common observations
introduction
secondary research
primary research
resume
vision
project
what’s next
SECONDARY RESEARCH I
New women role
1966-1976
the Great Proletarian Cultural Revolution 90’s
Open door policy
Sexual Revolution
One Child policy
introduction
But
- children + career
! restyle chinese values
sex is no more only for procreation, it is pleasure
1979 - 2015
common observations
+ men, - women women have power to choose
secondary research
primary research
resume
! education lack ( mianzi, guanxi and xuechi)
vision
project
what’s next
New women role
1966-1976
the Great Proletarian Cultural Revolution 90’s
Open door policy
Sexual Revolution
One Child policy
introduction
But
- children + career
! restyle chinese values
sex is no more only for procreation, it is pleasure
1979 - 2015
common observations
+ men, - women women have power to choose
secondary research
primary research
resume
! education lack ( mianzi, guanxi and xuechi)
vision
project
what’s next
New women role
1966-1976
the Great Proletarian Cultural Revolution 90’s
Open door policy
Sexual Revolution
One Child policy
introduction
But
- children + career
! restyle chinese values
sex is no more only for procreation, it is pleasure
1979 - 2015
common observations
+ men, - women women have power to choose
secondary research
primary research
resume
! education lack ( mianzi, guanxi and xuechi)
vision
project
what’s next
New women role
1966-1976
the Great Proletarian Cultural Revolution 90’s
Open door policy
Sexual Revolution
One Child policy
introduction
But
- children + career
! restyle chinese values
sex is no more only for procreation, it is pleasure
1979 - 2015
common observations
+ men, - women women have power to choose
secondary research
primary research
resume
! education lack ( mianzi, guanxi and xuechi)
vision
project
what’s next
SECONDARY RESEARCH II
Pan Suiming helps in giving shape to accurate and brand new words
when vocabulary is missing, concepts are missing too
common observations
introduction
secondary research
Sexual revolution =
creating them building the exact meaning ( much more accurate than the English version)
primary research
resume
Xìng kaifàng = 性开放 ( 性 means sex, 开 means open/start, 放 means liberate )
vision
project
what’s next
VISUAL ETHNOGRAPHY &i INTERVIEWS ON THE FIELD
floors mall, last floor is dedicated and thespace is divided between the private one The thea wide range of products and a designed Sex toys are isolated, it’s not all about them,Three and they Theyand have
Convenience Store Western shop products are all the same in all the shops. Chinese public one. neighborhood They have all the same products and represent a little part what is sold there. Mall display. display. shop Sex toys are isolated, Three floors mall, last They have a wide range it’s not all about them, floor is dedicated and The space is divided of products and a and they represent a the products are all the in private and public. designed display. little part what is sold same in all the shops. They have all the same there. products and display.
common observations
introduction
secondary research
primary research
resume
vision
project
what’s next
common observations
introduction
secondary research
primary research
resume
vision
project
what’s next
common observations
introduction
secondary research
primary research
resume
vision
project
what’s next
VISUAL ETHNOGRAPHY &i INTERVIEWS ON THE FIELD
floors mall, last floor is dedicated and thespace is divided between the private one The thea wide range of products and a designed Sex toys are isolated, it’s not all about them,Three and they Theyand have
Convenience Store Western shop products are all the same in all the shops. Chinese public one. neighborhood They have all the same products and represent a little part what is sold there. Mall display. display. shop Sex toys are isolated, Three floors mall, last They have a wide range it’s not all about them, floor is dedicated and The space is divided of products and a and they represent a the products are all the in private and public. designed display. little part what is sold same in all the shops. They have all the same there. products and display.
common observations
introduction
secondary research
primary research
resume
vision
project
what’s next
common observations
introduction
secondary research
primary research
resume
vision
project
what’s next
common observations
introduction
secondary research
primary research
resume
vision
project
what’s next
VISUAL ETHNOGRAPHY &i INTERVIEWS ON THE FIELD
floors mall, last floor is dedicated and thespace is divided between the private one The thea wide range of products and a designed Sex toys are isolated, it’s not all about them,Three and they Theyand have
Convenience Store Western shop products are all the same in all the shops. Chinese public one. neighborhood They have all the same products and represent a little part what is sold there. Mall display. display. shop Sex toys are isolated, Three floors mall, last They have a wide range it’s not all about them, floor is dedicated and The space is divided of products and a and they represent a the products are all the in private and public. designed display. little part what is sold same in all the shops. They have all the same there. products and display.
common observations
introduction
secondary research
primary research
resume
vision
project
what’s next
common observations
introduction
secondary research
primary research
resume
vision
project
what’s next
common observations
introduction
secondary research
primary research
resume
vision
project
what’s next
VISUAL ETHNOGRAPHY &i INTERVIEWS ON THE FIELD
floors mall, last floor is dedicated and thespace is divided between the private one The thea wide range of products and a designed Sex toys are isolated, it’s not all about them,Three and they Theyand have
Convenience Store Western shop products are all the same in all the shops. Chinese public one. neighborhood They have all the same products and represent a little part what is sold there. Mall display. display. shop Sex toys are isolated, Three floors mall, last They have a wide range it’s not all about them, floor is dedicated and The space is divided of products and a and they represent a the products are all the in private and public. designed display. little part what is sold same in all the shops. They have all the same there. products and display.
common observations
introduction
secondary research
primary research
resume
vision
project
what’s next
common observations
introduction
secondary research
primary research
resume
vision
project
what’s next
common observations
introduction
secondary research
primary research
resume
vision
project
what’s next
IN-DEPTH INTERVIEWS
Face to face interviews to understand if the situation described by the secondary research is true or not
common observations
introduction
secondary research
speaking with people living in SH about sex and their boundaries to understand what is sex for them and test their discomfort zone
primary research
resume
vision
project
what’s next
“ When I was watching Titanic, my dad covered my eyes when she took off her clothes.” Claire Lim, philippine woman, 23 year old, single, 8.000 – 12.000 Rmb/month
common observations
introduction
secondary research
primary research
resume
vision
project
what’s next
“ Sex is one of the basic needs of human beings, but actually I think sex is my task.” Shin Seunghee, taiwanese woman, 41 year old, married, no income
common observations
introduction
secondary research
primary research
resume
vision
project
what’s next
“ She just said: “Tell me what you are looking for!”. It’a like a vegetable market: “This is a potato. Are you looking for carrots? These are carrots! These are cheap! Why don’t you buy?”. Come on! I’m buying sex toys!” Sharon Li, from Hong Kong, woman, in a relationship, 29 year old, 20000 Rmb/month
common observations
introduction
secondary research
primary research
resume
vision
project
what’s next
RESUME
In China there is shift from public to private sexuality
common observations
but
so
sexual education lack no talk about sex
platform needed for education and support
shopping pro pleasure linked to sex shops ( vulgar, dirty, porn, no quality, danger)
stop ugliness and design a new approach to sexuality
introduction
secondary research
primary research
resume
to influence chinese mindset
vision
project
what’s next
INNOVATION CHALLENGE
How to support the shift from public to private sexuality through an educative approach and instilling the concept of sexual wellness in China? values: active educative approach, that is informal, reassuring and welcoming and the whole system should be simple, safe and funny. Your body best remembers what did, not what was told.
common observations
introduction
secondary research
primary research
resume
vision
project
what’s next
VISION
shift from sexual health to sexual wellness * stress wellness educative purpose * learn by doing = train to exercise, train to learn
common observations
introduction
secondary research
primary research
resume
vision
project
what’s next
TICKLER
Sex toys new image + irony, color new shapes, packaging and words + tell a story behind
common observations
introduction
secondary research
New channels not only sex shops
primary research
Target first buyers
resume
vision
project
what’s next
Sex toys new image + irony, color new shapes, packaging and words + tell a story behind
common observations
introduction
secondary research
New channels not only sex shops
primary research
Target first buyers
resume
vision
project
what’s next
Sex toys new image + irony, color new shapes, packaging and words + tell a story behind
common observations
introduction
secondary research
New channels not only sex shops
primary research
Target first buyers
resume
vision
project
what’s next
ARCHETYPES
the pro pleasure market seems to be interesting only for men ( even when sex toys are designed for women but actually appealing only men)
common observations
introduction
secondary research
women role is repositioning inside the society, in particular in China
primary research
resume
vision
project
what’s next
The Natural
The Why Not
The Expert
The Worried
sex is a private matter, don’t need to talk about it or to buy anything
sex is a private matter, but I like to talk about it without being too pushed
sex is a private matter, but I deal with it as with any other subject
sex is a private matter, but I would like to try something new if it’s safe
common observations
introduction
secondary research
primary research
resume
vision
project
what’s next
The Natural
The Why Not
The Expert
The Worried
sex is a private matter, don’t need to talk about it or to buy anything
sex is a private matter, but I like to talk about it without being too pushed
sex is a private matter, but I deal with it as with any other subject
sex is a private matter, but I would like to try something new if it’s safe
common observations
introduction
secondary research
primary research
resume
vision
project
what’s next
TRAIN TICKLER
train tickler
common observations
introduction
secondary research
primary research
resume
vision
project
what’s next
The Chubby Train Ticklers
We are chubby and round and we make you workout!
train tickler
common observations
introduction
secondary research
primary research
resume
vision
project
what’s next
side
front
side
back
140 mm
160 mm
40 mm
100 mm
common observations
introduction
secondary research
primary research
resume
vision
project
what’s next
weight
weight
dimension
common observations
introduction
secondary research
primary research
resume
vision
project
what’s next
3 Benwa balls 3 dimensions 3 weights
Train Tickler brochure
. what is sexual wellness . Train Tickler family products
common observations
introduction
secondary research
primary research
resume
after user bag
vision
project
what’s next
The Rolled Train Tickler
I’m rolled and I’m in your pay, to help you everyday!
train tickler
common observations
introduction
secondary research
primary research
resume
vision
project
what’s next
5 mm 135 cm
55 cm
10 cm
common observations
introduction
secondary research
primary research
resume
vision
project
what’s next
The Stretchy Train Tickler
I’m stretchy, I do change my shape, and your muscles will find their way!
train tickler
common observations
introduction
secondary research
primary research
resume
vision
project
what’s next
200 cm
tickler
10 cm
tickler tickler
5 cm
8 cm
common observations
introduction
secondary research
primary research
resume
vision
project
what’s next
The Coach Train Tickler
I make you workout without any doubt!
train tickler
common observations
introduction
secondary research
primary research
resume
vision
project
what’s next
read
* know more about our products, Kegel, PC muscle, Benwa balls, ...
train tickler
read
* know more about our products, Kegel, PC muscle, Benwa balls, ...
train tickler
ask
* contact our specialists for any doubt or question
ask
* contact our specialists for any doubt or question
train
train
* follow the instructions and do some exercise to increase your muscles strenght
common observations
introduction
secondary research
* follow the instructions and do some exercise to increase your muscles strenght
primary research
resume
vision
project
what’s next
train tickler temporary shop
common observations
introduction
secondary research
primary research
resume
vision
project
what’s next
step 1
sexual education
step 2 interaction
step 3
common observations
introduction
secondary research
primary research
resume
vision
project
what’s next
common observations
introduction
secondary research
primary research
resume
vision
project
what’s next
common observations
introduction
secondary research
primary research
resume
vision
project
what’s next
learn about SEXUAL WELLNESS!
check the closest gym or yoga center on www.ticklervibes.com
common observations
introduction
secondary research
primary research
resume
vision
project
what’s next
tickler channels
brochure Browhaus Benefits 1. new value recognition + info about sexual wellness 2. sales revenue
app
Browhaus totem
products
products
brochure
Train Tickler temporary shop
app
app
website
gyms locator training
Yoga and Gyms Benefits 1. new value recognition + info about sexual wellness 2. wider target 3. subscription fee
common observations
Yoga centers & Gyms
introduction
training
secondary research
primary research
resume
vision
project
what’s next
home delivery
TICKLER BENEFITS
shift from sex toy brand to sexual wellness brand
common observations
introduction
wider target
secondary research
primary research
wider offer inclusive of services before unavailable
resume
vision
project
what’s next
WHAT’S NEXT
Train Tickler 也能说中文!
Train Tickler can speak chinese, Train Tickler 也能说中文。
common observations
introduction
secondary research
Train Tickler goes international.
primary research
resume
vision
project
what’s next
thank you