Bee company

Case study

Future Eco-Society BeeCompany

Introduction This project is a research and critical project looked at the conflict between human and animal. Our group drew inspiration from the hostile design for the pigeons and re-think of human and animal right from a different perspective. Also, we created a future proposal to make more people aware of the importance of the eco-friendly environment.

MyRole Research Interview,Analysis,Experience Strategy,Engagement tool design,Video

Deliverables Research process,Engagement tool,High fedility Prototype Mockups,Branding design,Video

4 weeks / Dec 2019 Group Project

Research

Project Process Insight Literatureresearch Conceptideation

Userjourney

Designopportunities

Storyboard

Skateholderandscenario

Prototypedesign

Startpoint

Discover

Inspired from the "hostile design"inGlasgow

DeskResearch

Engagementtest

FieldResearch

Interview

Survey

Analysispainpoint

Interview

Conceptiteration

Week1

Define

Week2

Develop

Deliver

Week3

Week4

ResearchQuestion1:

ResearchQuestion2:

ResearchQuestion3:

Goal:

What'stherelationshipbetween humanandpigeoninthecity?

How to think from human benefit to"Human+Animal"benefit?

Howto know people'sperception aboutbugs?

Make more people aware of the importanceofeco-system.

How'stherelationshipbetween animalandhumaninthecity?

What's people's attitude towards pigeon and how they think of the matters occurred in the public space?

Points ofInterest

coexsitorexclude?

At the beginning of the project, Our group get interested in the topic of “hostile design” made for pigeons in the city centre and we did some desk research about the concept of "hostile design".

Pigeons were once a symbol of fertility and peace. Nowadays, as pigeons are brought into the city and accompanied by some urban problems, they are now basically regarded as only urban pests.

This arouses to think more about the conflict between human and animal and we start to re-think our relationship with the animal.

Survey

Interview

1.What'syourattitudetowardstheanimal?

Whatdoyouthinkoftheanimal?

Most of the people do not like pigeon appear in the city centre.

Q1: "Do you think the urban environment belongs to people or everyone?"

Q2: "Under what circumstances can humans kill an animal and not excessively?"

synanthropicspace

human • •

What's people's attitude towards the pigeons?

•

Why people try to exclude pigeons in the city?

•

Q3: "What about the idea that humans would use drugs to reduce animal populations when there was some biological crisis?"

pigeon like

why pigeon choose city as the place to survive?

What's the long-term and short-term impact of pigeon living in the city will bring in?

Don't care

Hate

"It belongs to everyone, coexisting. However, it is believed that human beings have invaded the living space of the zoo. Human beings should create a better living environment for pigeons."

FieldworkObservation

"Cattle, crayfish, etc. are not counted because they are something that can be eaten by human."

The first step for our research process is that we want to do the field research and observation to know more about the pigeon behaviour and human behaviour in a shared space, so we went to the main street with most of people and pigeons--Sauchiehall Street.

2.Whypeopledon'tlikepigeons?

People have to take action such as "spike" or "fake eagle" to scared away the pigeon.

Most of the people don not like animal appear in the city centre because of animal damage their benefit.

Interviewer1 26 years Animal lover

"Inevitably, the higher species of human beings will inevitably sacrifice something in the course of human development, compared with animals. "

interupt their walking

coexsit

People have rules that minimize the risk to themselves, but animals don't."

butexclude pollute the environment human behavior towards pigeons

There is a toy eagle on eaves to drive away pigeon in case the pigeon drop on the building.

hostile designed structure for pigeons

Many of the building roofs are made with the spikes to get rid of the pigeons stopped on it.

pigeons beahvior in the shared space

Pigeons drop everywhere and like to stay on benches & branches. Meanwhile, they always search for food that people have fallen.

human

synanthropicspace

pigeon dislike/get scared of pigeon

pigeon occupied the place for people recreation and increase the pollution of environment.

spread the virus

Interviewer 3 35 years Humanist

Interviewer2 22 years Carnivorous

Insight

Conceptideation

The main insight we got is that people normally say that they feel sad when they see the bad things happen on the animal, but when this refers to their own benefit, they take it granted to sacrifice some of the animalĘźs benefit because they think in our whole eco-system, human stands on the top of the food chain. From my personal point of view, I think most people's views are based on anthropocentrismďźŒbut as a role of the researcher, we should find more evidence to support the views and infer the goal.

Combined with the topic of sink or swim, we considered human beings and the animalĘźs role in the whole eco-system.

Through desk research, we find some news talked about how potential the species power(both good and bad effects) in the whole eco-system affects our life. For example the rupture in the eco-system.

Become tolerant

people's attitude towards animal depends on the benefit of themselves.

Some of the behaviour from a human being is started from a good point but harmful to the animal (like feeding).

animalcentred

people feel conflict with the human right and animal right.

people do not aware of one of their small behaviour will bring the chain effect for ecosystem.

People's attitude of animal now will affect the animal's situation in the city in future. (coexisting or exclude)

animalcentred

+ humancentred

Insight: The reason we got from the interview about why human exclude the animal in the city because most of them have more human-centred thinking.

Swim

Human + Animal centred

Sink

Disruption of eco-system Human also get affected

Human Centred

Field Observation Interview

humancentred Our position: How might we shift people's thinking stereotype from human-centred into animal+human centred.

2019

2xxx

DesignOpportunities Analysis We have seen people's attitudes towards living things from the epitome of the relationship between pigeons and people. We think that the reason why people don't value living things is that humans don't have a deep understanding of the potential and role of living things in the entire ecosystem.

Goal We think about ethics and our role in this project."How could we make the target users know the necessity of caring for the city eco-system?" and how to realize the future goal of "human + animal" benefit.

How might we...

We want to do find some examples from the perspective of awareness, actions, people's day to day experience to see if we could get some inspiration for our goal.

Engagement

Stakeholder We use bees as our main hero because compared to pigeons, bees have more value in the whole eco-system.In the next step, we want to get more perception from people about their thinking of the bug's potential value in the whole system.

How to investigate with people?

To get a better effect of investigation, we think of making an engagement tool, through ideation. Then we create four tools to get the information from the perspective of people's feeling, knowledge, and experience about insects.

Insight: We got some new insights from field interviews. People were very interested in animals when they were young, but they no longer pay much attention to them when we grow up. We further explore the causes of this change in attitude and find that the “My parents taught me to do the gardening so l know how to manage it when l grow up."

main source of people's interpretation of information. External influences, such as media, education, innate experience, etc.

Chance: How might we remove the boundary from adults?

Scenario

How could we make more people get tolerant to the bugs?

How could we give insects personality or way to communicate

Based on our experience to think about the connection with the bee, we have selected the gardeners and tourists in the botanical garden as the main stakeholder. Because we think that gardeners and tourists may represent two very different attitudes. Gardeners are generally rich in planting experience, so they must be very knowledgeable about the ecosystem, and tourists may be interested but have little experience or knowledge or completely has no experience.

with people? “Most of the insects in my garden are beneficial to our life."

Goal: Make people (adults) become interested in insects and become more tolerant of them and aware of their potential value in the whole system.

Engagement tool iteration and test

“When we were small, we enjoyed playing with insects but when we grow up we are not interested in."

Analysis Based on the insights we obtained from our interviews, we launched the idea. We thought about the factors that affect people's acceptance of information as they grow up, like media, education, taught from experienced people, then we came up with the goal "How to remove the boundary between humans and insects?"

If we can remove the boundary, adults also would start thinkinglike this...

How might we remove the boundary from adult thinking?

How they percieve the world?

Child

Adult

Gain knowledge/experience as he grows up

Conceptiteration How does the solution apply in the real context?

We made a virtual account for the bee's company, the main actor in this story is the bee's company and the related products are produced by this company.

How to remove the boundary between human and insects?

By creating

cohesive communication linking various touch points by following humanon a typical day

Touchpoint 1

Touchpoint 2

Touchpoint 3

Product packaging

Social media account

Public installation

Space where humans can come into contact

On digital media wherein we use storytelling

Out in the open (Digital and print

with animal/insect-based products,

to create relevance and add meaning to

displays) These conversations are

becoming more aware of who makes their

“insect speak� that might otherwise have little

captured via videos and comics/mini

food.

meaning to humans.

-stories.

1.Product Package Space where humans can come into contact with animal/insect based-products, becoming more aware of who makes their food.

He gets the knowledge of the eco-system behind the product He walked into the supermarket

2.Social Branding On digital media wherein we use storytelling to create relevance and add meaning to “insect speak� that might otherwise have little meaning to humans.

He looked for the food

He saw the bee company profile on the official website

"Maybe l should change my attitude to them"

He saw the new label on the package

"Bee is important to our eco-system"

He scan the QR code on the package

3.Public installation This is an outdoor installation composed by the digital screen and displayed in the public space(like street, park...)It aims to protect animals in cities by providing an anthropomorphic understanding of the importance of biological balance in the ecosystem from the animal perspective.

OPEN AREAS

SUPERMARKETS He walked on the way home

STREET CORNERS It is a proposal about how to reflect the vision of bugs in children's perspective because based on research results, most of the people are enjoyed with bugs when they are small, which means in kid's perspective, bugs are like toys and interesting, so here we want to make a simple video to show how creature work in a humorous way and put this video in the public space and see people's reaction. Through the critical paradigm combined with artistic methods, we think it will allow more people to stimulate perception from the bottom of their hearts.

He was attracted by the digital screen on the roadside

He was watching the story of a group of bees

PARKS

Conclusion Perhaps those who are looking at our project for the first time will wonder why our object of study has been changing, but it is not, rather our object of study has not been a fixed animal from the beginning, but the whole animal perspective. The target user change as the research questions deepen or the goals change. In this project, we wanted to reflect the ecological problems of urban animals from an animal's point of view, and the animals given in the project are only used as case references because they are typical and reflect some obvious problems.

In addition, during the research process, I learned a new method-participatory action.

At first, we wanted to choose this method as our research strategy, but later, through the reference of academic materials and the analysis of the supervisor, I understood that this was not used as a guide. The method is a process of continuously iterating to obtain new information during the research. In conclusion, I want to thank my team members and the supervisors who provided guidance in these four weeks.

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