s h u t e y e
This is shuteye . A br and designed to promote napping for the wor k hard, play hard crowd that doesn’t want to waste time on sleep, dur ing an age of endless other oppor tunities.
T H E
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R E V O L U T I O N
or how to design behavioural change
Hilde Dybdahl Johannessen HDK design fall 2012 3
C O N T E N T S the shuteye experience & strategy
F O U N D AT I O N
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sleep deprivation
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situation & user
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behaviour and design
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I N F O R M I N G
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priming/touchpoints
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media & app
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T H E
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W E B S I T E
the website
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N A P C A F É
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the napcafĂŠ
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user experience
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S T R AT E G Y
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brand identity
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positioning
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s.w.o.t.
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visual identity
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interactions
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C R E D I T S
66
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F O U N D AT I O N research, problem definition & methods
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S L E E P
D E P R I VAT I O N
Humans need an average of 7.5 to 9 hours of sleep every night to function optimally. When we do not get this we are sleep deprived. Sleep deprivation is a condition that affects large amounts of the society, over 50 million americans are estimated to get inadequate amounts of sleep and 1/3 of all Swedes sleep less than 6 hours a night. Although daytime tiredness (the effect of SD) is seemingly harmless, and thus overlooked, it can result in both shor t and long term health problems, and the reduced aler tness and impaired cognitive abilities can cause serious damage as they quicky lead to misjudgements.
such as internet and cell phones are affecting our natural sleep habits. “We are facing a paradigm change, a sleep revolution. We are contradicting what evolution has set for millions of years.”
There are many different causes for sleep deprivation, but our 24/7 connected lifestyle is one of the main reasons. We live in a society where we have access to everything all the time, and therefore don’t prioritize sleep.
There are several ways to reduce daytime tiredness. Caffeine, daylight and physical activity all have beneficial effects, making people feel more aler t and energetic. But none of these options significantly improve the lack of aler tness and reduced mental capacity that SD brings. The most effective way to reduce tiredness is to take a shor t nap (no more than 30 min) somewhere between 13:00 and 16:00. Our circadian rhythm induces drowsiness during that period of the day, thus it
Professor Gaby Badre from the depar tment of clinical neuroscience at Sahlgranska, has investigated the relationship between sleep and the modern human lifestyle. Primarily focusing on how connective technology
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The initial problem definition for this project was: “How to make people get adequate amounts of sleep?” But throughout the research phase it became apparent that it isn’t necessarily more sleep that we want, but rather reducing the effects of sleep deprivation (in the cases of chronic sleep restriction - not acute insomnia). We want a way to cope with the effects of our lifestyle, not radically change it.
should be natural for us to take a nap to fight off the midday fatigue. Studies indicate that a power nap in the afternoon reduces daytime tiredness far better than getting extra sleep in the morning. It also reduces stress levels, decreases the risk for coronary diseases and improves sleep patterns. Despite all the benefits a midday day nap could bring, few people actively take them. The main reason is lack of ability and oppor tunity, as most adults are at work during this time of day. And although a shor t nap could significantly increase work performance, few workplaces cater to this type of activity. It is generally frowned upon to nap at work and deemed quite unprofessional. This social stigma works as a barrier against napping and forces us to cope with daytime tiredness through other less efficient means (such as caffeinated beverages, and sugar kicks).
We are facing a sleep deprivation epidemic, or as Professor Badre dubbed it; a sleep revolution. To counter this, I propose a nap revolution, a way of coping with our “sleep when we’re dead” mentality and catering to our “badbeing”. This would be a movement that emphasized the impor tance of taking care of your mind, without the endless amount of restrictions good sleep hygiene imposes. The nap revolution requires a holistic approach, as it doesn’t merely concern individuals, but the norms and culture of our society as a whole. To be able to develop such an approach, a conceptual brand identity was designed to try to envision how a nap revolution potentially could be realised.
The revisited problem definition became: “How to make people take naps during working hours?” And also, how can power napping become more socially acceptable?
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S I T U AT I O N
The situation where napping would be most beneficial is at work during weekdays, so the target users are generally working adults in urban environments. But in order to design a brand that could effectively target and convince the designated users to nap more, the user group had to be more clearly defined. Research shows that young adults (aged 18 - 34) are those most affected by the 24/7 society, and that this constant connection through a variety of different platforms and mediums is taking a serious toll on their sleep quality. Fur thermore they are far more likely to have irregular sleeping patterns, consume excessive amounts of alcohol (which impairs sleep quality) and utilize electronic equipment such as cell phones and laptops before going to bed (hindering melatonin production and delaying sleep). They are also more likely to underestimate the effects of sleep deprivation, despite the fact that their cognitive abilities and performance levels are significantly more reduced than those of older adults. For these reasons, the main target group consists of young, urban and
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&
U S E R
working adults that are sleep deprived due to their lifestyle. The challenge with this user group is that they aren’t really interested in good sleep hygiene. They view sleep as lost time, time they could have spent doing other more interesting or pressing activities, such as going out with friends or working extra. Another challenging issue is that many of them are at the beginning of their careers, and they can’t afford to seem unprofessional. So unless taking midday naps at work is socially accepted, they won’t do so for fear of risking their professional reputation and future work advancements. Shuteye wishes to promote the nap as time gained, not spent. With a shor t, efficient nap the user has more energy to continue his or her work hard/ play hard lifestyle. The nap should be considered both an indulgence and a statement. It’s not a nap, it’s a way of life, and a way of living smar ter in an era of drastically reduced amounts of sleep. One of the main objectives of shuteye, will be to “socialize” napping. Turning the nap into a natural par t of an urban and modern lifestyle (much as the gym culture is today).
6%
Have nap rooms at work
16%
Have nap areas at work
66% can’t nap at work
34%
Are allowed to nap at work
66%
Are not allowed to nap at work
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M OT I VAT I O N LUNCH BREAK
DESK
NAP BENEFITS
ABILITY C R E AT I V I T Y
A L E RT N E S S
TRIGGER
TIREDNESS
TA K E 12
A
N A P
B E H AV I O U R
&
D E S I G N
The goal of shuteye is to promote a new type of behavior to the target group that makes them take naps during working hours. Basically shuteye is trying to influence/persuade the users to pursue this specific course of action. All human actions are made possible by a combination of motivation to do the action, the ability to do so, and a trigger that initiates the action. If a person is very motivated, the level of ability required to do the given action can be quite difficult (such as running a marathon). However if the motivation is quite low, the desired action must be very easy to do for the action to occur (an example is updating computer software). In order to achieve the desired behaviour of more daytime napping, these three behavioural factors were actively used as parameters throughout the entire design process. As there are numerous ways of increasing motivation and ability, and endless varieties of triggers, a few especially relevant ways were chosen and are fur ther described on the next page.
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M OT I VAT I O N
ABILITY
Incentives/info: The benefits of napping could be persuasive enough for some people to pursue this activity, but only if they are aware of them. Therefore a key focus area for shuteye is to raise awareness concerning daytime napping.
Non-routine: When something is not par t of our regular routines the threshold for doing it (our ability) is raised. This is rooted in the “status quo bias�, a human bias that unconsciously hinders us from changing our habits. If you are not used to exercising the lack of exercise routines makes it even more difficult to get star ted.
Feedback is a very powerful motivator, especially if it is instantaneous. Instant feedback lets us know whether we are on the right course or not when we are in a position to do something about it. Social acceptance is something all humans desire, and is one of the most influential motivators. Shuteye focuses very much on the social aspects of napping, especially regarding stigmatization and fear of social rejection. Hence the nap revolution analogy - it must be a movement that involves many people in order for it to work. Variable rewards: Rewards can be any commodities, emotions or environmental factors that we find pleasing (such as social belonging or money). Surprisingly, rewards are far more efficient when they are unpredictable (for example gambling).
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Social deviance is related to social acceptance, but here it is more about following norms. Going against the grain is unnatural for us (another of our human biases). If napping is deemed to be inappropriate at your workplace there will be a mental (and perhaps moral) barrier you have to cross in order to take a nap in that given situation. Time and money are both decisive factors, as they determine whether or not we can do something. If taking a nap took three hours, most of us would not have time to do so. And if the necessary equipment (if any) for taking a comfor table nap costs say 8500$ (like the cost of a Metronap energy pod) then a lot of people/ companies would not have the ability (the money) to pursue this action.
TRIGGER
USE
External triggers are sensory cues to do a specific action. The sound on your cell phone when you receive a text message, is an external trigger triggering you to check your phone.
Throughout the project these behavioural factors have been applied to the design process and they have had a significant impact on the outcome. Therefore many of the touchpoints and user sequences will be marked with a combination of M, A and T, indicating the role of Motivation, Ability and Trigger in the sequence or touchpoint.
Internal triggers are based on our own associations with things and are therefore highly personal. and can be related to diverse things such as emotions, routines, people and places. Emotions are very effective triggers, especially negative emotions such as fear, boredom, fatigue etc. These are often targeted in adver tising campaigns, for example acne treatment commercials that imply that you will never get a date if you do have acne. Routines: Regular routines give us specific behavioural patterns that we follow without giving them much thought. Checking the refrigerator when one gets home, despite not being hungry is an example of an indoctrinated routine that we do almost unconsciously. The longer we do a specific routine the more likely we are to stick to it, and new behaviour is more likely to be achieved if it is linked to pre-existing behavioural patterns.
Shuteye is a holistic concept/strategy that aims to promote napping throughout our society and star t a nap revolution. To do this a strategy has been sketched out, and would act as a guiding line if shuteye were to be realized. It consists of an informational par t that aims to raise awareness about the negative effects of sleep deprivation and the benefits of daytime naps (increasing motivation by incentives), and at the same time acquainting the users to the shuteye brand. The second par t would be to increase their ability to nap during working hours, by providing products and services that facilitate this action.
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I N F O R M I N G raising awareness & curiosity
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Far left: Advertising in lifestyle magazines to spark curiosity about the brand/movement. M.A.T. Centre: Guerrilla marketing to emphasize the fact that it is a movement, not just a product. M. Right: Social media, blogs and other interconnected platforms for efficient distribution. M.A.T. 18
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Utilizing social media for promoting the nap, and minimizing social deviance in the process. M.A.
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Social media has become word of mouth on steroids. Blake Deutsch
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star t test 1.
2.
1. I N V I TAT I O N Receive app invite/challenge from friend. Friends’ test result is displayed challenging you to beat it.
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2. A L E RT N E S S T E S T Try the alertness app, testing your accuracy, problem solving and alertness. 3. R E S U LT Get test score; if you achieved a low score, you get a tip encouraging you to nap as a way of improving score/alertness.
A L E RT S C O R E This score is below average a nap would be advisable. 3.
4. N A P Improve alertness by taking a short nap. 5. S E C O N D R E S U LT Try app again, achieve higher score and send to friend.
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A L E RT S C O R E This score is awesome. You don’t seem to need a nap. 4.
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5.
M E D I A
&
A P P
One of the key factors determining the success of the shuteye movement is whether the idea of a nap revolution spreads or not. Traditional advertising will to a cer tain extent be used to promote the concept, but mostly to create a statement by differentiating itself from the other more product focused competitors. This will be done by adver tising in lifestyle magazines and por traying the emotions and social elements of the brand, instead of pushing the product attributes.
By making the act of napping more visible (through the shuteye gallery, website and app) people might be persuaded to do the same. It would also capitalize on the availability heuristic, a mental shor tcut that occurs when people make judgments about the probability of events by the ease with which examples come to mind. When people are often shown images of others napping, they will unconsciously assume it is a common activity, thus a socially acceptable one.
The main channel of communication will be social media and the general blogosphere. The target group is characterised by an always connectedmentality, an aspect shuteye will try to use when spreading the concept of the nap revolution. Besides being a very efficient means of distributing the message, social media could also function as a social influence to increase the acceptance of napping. Humans are naturally biased to do what other people do. As Thaler and Sunstein put it; “If many people do something or think something, their actions and their thoughts convey information about what is best to do or think.”
Another prominent feature of the shuteye movement is the aler tness app. The app has three basic functions. First it aims to “gamify” the nap and make it more engaging by providing the oppor tunity to master the activity of napping (variable reward) and to challenge others while doing so. Secondly, it provides instant feedback by letting them measure their aler tness both before and after taking naps, thus demonstrating how beneficial a nap can be (increase motivation by incentive). And finally, when challenging others with the app, the idea of shuteye and napping will spread.
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W E B S I T E lifestyle, connection & ability
s h u t e y e
about
news
napinfo
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napcafe
N ov e m b e r 1 9 t h , 2 0 1 2
galler y
products
policy
log in
contact
language
T H E
W E B S I T E
Since the target group is “always connected” shuteye will connect as much as possible with them through internet based platforms. This makes the website one of the most central touchpoints.The main goal of the website is to inspire people to nap more, by raising awareness, and creating social engagement and commitment to the brand/movement. Shuteye is not first and foremost about products or services, but about promoting napping as a way to cope with our modern lifestyle. It will also provide relevant information about the brand offerings, but this will come second to the more interesting and inspiring material. As the site focuses more on lifestyle it will have features of interesting people and their nap habits, featuring photoshoots of them in their favorite/most impressive nap positions and their thoughts/tips regarding naps. There will be a discussion forum where one can share opinions and ideas about napping and also be a napgallery. A gallery where people can upload images of themselves napping in different places/ circumstances with or without the sleep mask from shuteye. Napping is a skill, and it should be applauded.
The site aims to alter our perception of the nap, por traying it as both an experience, and a highly wor thwhile activity (much like exercise is viewed today). Its main goal is to spread the nap revolution and make it socially acceptable to nap during working hours. It will do so by increasing the visibility (and perceived occurence) of napping and provide factual information regarding the benefits of a shor t daytime nap (incentive). Hopefully this will star t a proper discussion about the role of napping in worklife and the impor tance of aintaing high aler tness. Information about the products and services that shuteye offers will of course be found on the website. It will also be possible to buy the products online (thereby increasing the ability of people to nap), but it must not be perceived purely as a webshop. Shuteye.com is more like a social media, connecting people who are interested in the lifestyle shuteye promotes. It increases the commitment of the users by allowing them to contribute to the cause (the nap gallery and discussion forums) and could potentially be used for locating geographical “nap hotspots” when planning napcafés.
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W
s h u t e y e
about
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news
napinfo
napcafe
galler y
products
log in
Catpower hails the catnap and sings pretty well too
N ov e m b e r 1 9 t h , 2 0 1 2
policy
contact
language
The website will have articles and features about interesting people, and how they nap. M.
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s h u t e y e
about
news
napinfo
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napcafe
N ov e m b e r 1 9 t h , 2 0 1 2
galler y
p
roducts
policy
log in
contact
language
The nap gallery, a gallery dedicated to the art of napping. M. A . T.
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N A P C A F É experience & existing behaviour
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NapcafĂŠ Soho 17 Prince Street 15 805 New York
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T H E
N A P C A F É
The napcafé is a hybrid between a coffee bar and a nap lounge, an area where you can get your caffeine kick and power nap to reboot energy levels and aler tness. This offering has two main functions. The first is to increase the ability for people to take naps by providing a comfor table location to do so. This is especially relevant for the 66% of workers who are not allowed to take naps at work. The napcafé would provide them with the opportunity to take a shor t rest during the day. The second purpose is to increase the visibility of napping, and try to re-incorporate it in our culture. Shuteye is trying to make daytime napping the norm, and the napcafé is a very visible statement of this intent. Although it may initially seem contradicting to combine caffeine and rest, studies indicate that a combination of the two is more effective at warding off sleepiness than just choosing one of them. Also getting some fresh air and sunlight on the way to and from the napcafé will fur ther increase energy levels, and could have beneficial effects on the users sleep pattern (sunlight naturally reinforces the circadian rhythm). The main reason for creating
a hybrid, instead of a pure nap lounge, is to link the nap to the already existing behaviour of going to cafés. By doing this, the ability is increased, as one doesn’t have to create an entirely new routine (thus countering the status quo bias). It also legitimizes the activity, as going out to buy coffee already is socially acceptable. Combining that behaviour with a shor t nap would not seem very strange (thereby minimizing social deviance) compared to going out only to take a nap. The café aspect would also emphasize shuteye’s view of napping as par t of a lifestyle. The napcafé would consist of a coffee area where one can buy coffee to go, or while waiting for an available nap lounge, and a separate nap lounge that has an environment compatible with napping (dark and quiet). In the following pages a possible user sequence is illustrated in order to convey the napcafé experience.
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m e n u afternoon
m e n u morning
Order coffee and/or nap. (One menu for morning with caffeinated beverages, and one for evening with reduced caffeine.) A. T.
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Before taking the nap the user receives a wristband that activates and de-activates lighting and functions as a silent alarm. A. 37
left. Enter the secluded nap lounge with environment that induces sleep and a calm state of mind. M.A.T. right. Nap cubicle, a dark, quiet and comfortable space that allows privacy and security during the nap. M.A.T. 38
N A P
C U B I C L E
length 240cm
width 200cm
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N A P L O NAPLO
O U N G E OUNGE
1 0 t o 2 5 m i n u t e s d r i f t i n g o f f t o s l e e p, re l a x i n g , d e - s t re s s i n g a n d re c h a r g i n g .
After designated naptime, the wristband starts to vibrate and the light slowly turns on to wake user. A.
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left. Returning wristband. centre. Picking up coffee (morning version) & sleep mask. M. A. T. right. Picking up coffee (evening version) & sleep mask. M. A. T. 44
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previous page. coffee to go. M. this page. Shuteye sleep mask. M. A. T. 49
The earplug package is modelled after cigarette packaging, to legitimize the act of taking a nap break. Cigarette breaks are generally accepted in the workplace, and nap breaks are not, despite the fact that a nap break would improve work performance while a cigarette break would just give bad breath. M. A. T. 50
Earplugs, a simple way of increasing ability to nap anywhere. M. A. T.
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S T R AT E G Y brand identity & the nap movement
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MODERN
SMART
FUN
T H E
B R A N D
A N ATO M Y
shuteye core values 54
B R A N D
I D E N T I T Y
The shuteye brand is a movement. All products and services and every single touchpoint is designed in order to achieve the shuteye vision, in order to start a nap revolution. The mission of shuteye is to offer a way of coping with the impact that modern society has on our sleep habits. But without imposing many restrictions on our existing behaviour, such as most sleep hygiene advice does. Fighting daytime fatigue should not be a sacrifice that deprives us of our lifestyle, but rather an experience that enhances it. This philosophy is an inherent par t of the shuteye brand and should be apparent in all aspects of shuteye. To implement this philosophy in the different offerings, three core values were chosen to function as guidelines in the design of shuteye. Modern, as shuteye caters to the lifestyle we have today. It should not be associated with old school siestas or grandparents taking midday naps. This value is materialized through the brand aesthetics, attitude and especially communication as it avidly utilizes social media. (Being a modern brand also implies being sustainable).
Smart, since shuteye is trying to alter the perception of taking naps during working hours it is of outmost impor tance to seem professional, and to emphasize the benefits of napping in work context. Some of the most enticing benefits are increased aler tness, problem solving abilities and accuracy (all related to the idea of being smar t). The smar t aspect of the brand should be communicated by tone of voice and through the promotion of these nap benefits. It will also be apparent in the design of products and services, where shuteye focuses on smar t and simple solutions (such as simply using hammocks instead of the 8, 500$ energy pods). Fun, is the value that emphasizes the lifestyle focus of the brand, and the idea that you don’t have to sacrifice all the fun things you do in order to maintain good sleep habits. It also incorporates the concept of creating an experience around the nap. The aler tness app, nap gallery, slogan (sleep when you’re dead, nap now) and product details such as earplugs with nice messages are examples of how this value has been applied to the design of some of the touchpoints.
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low-tech
Ostrich pillow
When everybody zigs, zag. This is a selection of some of the main competitors positioned according to their offerings and brand profile. The larger circles indicate that they are larger threats to shuteye. Most competitors are very product focused or they are (unnecessarily) high-tech and complicated. Shuteye aims to differentiate itself by focusing on a lifestyle to change nap/sleep habits, and offer low threshold products such as sleep masks and earplugs to enable napping. 56
Marty Neumeier
lifestyle
s h u t e y e Lark life Zeo Fitbit
Yelocab Calmspace high-tech Metronaps
Sleepbox
Sleep suit
Lomme Ovei pod
Bluesleep Sleepbug Sleepcycle
Jeppson
Lumi m. I-sleep
product
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STRENGTHS
WEAKNESSES
Shuteye is not a single product or service, but a holistic approach to tackle the issues surrounding sleep deprivation. This approach is better suited to create social acceptance for napping and incorporating it back into society, as it uses a multitude of different touchpoints and can therefore reach (and influence) more people.
The target group is very specific and thereby there is a risk that the nap movement will not catch on with other par ts of society. It is also a bit contradicting that shuteye caters to our “badbeing” when trying to reduce the effects of sleep deprivation, it is a bit like treating the symptoms and not the disease. There is also a risk that sleep habits might get worse, because shuteye offers an alternative to them.
Shuteye uses the connected lifestyle that is causing sleep deprivation in order to promote napping. This ensures that the communication reaches the desired target group. Simultaneously it conveys the message that the user can continue having that type of lifestyle, and yet reduce daytime tiredness. Another strength with shuteye is that it uses existing behavioural patterns to create new ones. By linking nap lounges to the café culture we already have, the threshold for utilizing such an offer is significantly lowered. The simple approach to napping differentiates shuteye from its hightech competitors. Making it cheaper (increasing ability) and lowering the threshold for taking naps.
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The target group underestimates sleep deprivation and the negative effects of tiredness; therefore it will be a challenge to make them aware of the effects and to make them want to do anything about it. The sleep when I’m dead mentality might be applied to napping too. Napping is a natural thing and in theory is relatively easy to do, so people might frown upon the complex approach shuteye applies to napping. The napcafés and social elements of the shuteye strategy might seem a bit excessive (But in defence of the shuteye concept, most people don’t nap at work however simple or natural that behaviour initially is).
O P P O RT U N I T I E S
T H R E AT S
Generally there is a growing awareness about the positive effects of napping and an increased focus on sleep as an impor tant health factor. This is a good backdrop for the nap revolution as many people may already be motivated/primed to star t napping at work.
Existing competitors such as metronaps and sleepbox have more high tech solutions that might seem more professional than the social/lifestyle approach that shuteye uses. Their products have far superior ergonomics than the shuteye hammocks. Also the nap might be more effective when combined with the light and sound therapy inherent in those high-tech products, as opposed to a nap with earplugs and a sleep ask.
Creativity is becoming one of the most appreciated abilities in the workplace, making it essential for the employees to have a rested and destressed mind in order to think creatively (stress and tiredness radically reduces our ability to problem solve, reason and generate new ideas). Designing the nap revolution around social medias that will help it spread makes it possible to reach out to a multitude of people and engage them far better than with only a top down adver tising approach. By detecting geographical hotspots of shuteye activity (posts, images etc. on the net) it would be easier to select locations for the first nap cafés, and could possibly be used for crowdsourcing to star t up the cafés so that people can be actively involved in the shuteye brand and movement from the star t.
Exercise is in fact one of the main competitors (although shuteye encourages exercise as well as napping). Exercise during lunch breaks is a common phenomenon that increases perceived aler tness and raises energy levels, but it does not improve cognitive abilities. Thus giving the user a false sense of aler tness. There is a possibility that the “wrong users” might take over the movement, thus creating associations that would be inappropriate at the workspace. Or that the movement turns into a shor t lived fad and thereby hinders a longterm change of how we cope with sleep deprivation.
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1.
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3.
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4.
5.
6.
7.
8.
1. 2. 3. 4. 5. 6. 7. 8.
Coffee to go, decaf Coffee to go, caffeinated Napcafé evening menu Napcafé morning menu, Sleep mask packaging S/L Shuteye sleep mask Napcafé membership card Shuteye earplugs & package
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I N T E R A C T I O N S possible touchpoint and stakeholder interactions
media general public info brochure magazine ad friend invite
aler tness app app sighting (t, f++)
napcafe employee
napcafe
order
shuteye website gallery sighting
menu
word of mouth
friends & family
view products coworkers
employers
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purchase membership
general public naplounge
coffee/ packaging
info brochure
employers
coffee for the wait coffee to go
products/ packaging finished napcafe
back to work
shuteye to go coworkers
word of mouth friends & family
purchase products
stakeholders
touchpoints
actions
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Sometimes massive social changes, in markets and politics alike, start with a small social nudge. Thaler & Sunstein
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T H E
M O V E M E N T
The shuteye concept is about star ting a social movement, a nap revolution. This requires the par ticipation and engagement of the entire society, if it is to significantly alter our norms and behavioural patterns. Shuteye caters to a quite specific target group, but the idea is that if these people change their behaviour and star t taking naps while working, others will follow suit. Thereby star ting the nap revolution.
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C R E D I T S
&
T H A N K S
an assor tment of the most influential sources
L I T E R AT U R E Nudge. Thaler & Sunstein Designing brand identity. Alina Wheeler This is service design thinking. Miscellaneous authors Building strong brands. David A. Aaker W E B S I T E S www.behaviormodel.org www.nirandfar.com www.designmind.frogdesign.com www.captology.stanford.edu www.requisitevariety.co.uk/design-with-intent-toolkit/ P E O P L E Professor Gaby Badre Eva Mark Ann-Charlotte Kvist Eva Dahlin Pascal Prosec All the lovely students at Design/MA level HDK
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s l e e p
w h e n n a p
y o u ’r e n o w
d e a d