Story telling house by Jeongeun Heo

A service design system to bridge the relationship between retirees and tourists for the local community

flyjeongeun@hotmail.com http://flyjeongeun.tistory.com

story telling house Name: Student number: Name: Supervisor:

Jeong eun Heo

1229542 MSc. Integrated Product Design Dr. Fabrizio Ceschin

Brunel University 2012/2013

Acknowledgements Abstract Introduction Chapter 1. Literature review

contents

1. Transitions in the workplace 2. Isolation in the workplace 3. Aging population â&#x20AC;&#x201C; changing demographics 4. Ageing and independence 5. Retirement and isolation 6. Working after retirement 7. Income, satisfaction, happiness, capabilities 8. Opportunities for seniors: capabilities, work and ageing 9. Location: research scoping 9-1. The greying of Europe 9-2. Reviving rural areas

Chapter 2. Key Question, Aim and Objectives Chapter 3. Methodology 1. Research Timeline 2. Methods justification 3. Research methods

Chapter 4. Concept journey Part 1. Story telling house idea 1. Retirees: Observational research and in-depth interview 2. Design principle 3. Story telling house idea 3-1. A storyteller 3-2. Opportunity of tourist centre 4. Concepts 5. Concept development 5-1. Storyboard brainstorming 5-2. Research for interior and exterior and Benchmarks 5-3. Sketching the stories 5-4. Initial mapping 5-5. Branding 6. Deliverable 6-1. Integrated three systems 6-2. Activities 6-3. The app 6-4. Locations 7. Evaluation

Part 2. More research 1. Questionnaire for travellers 2. Persona 3. Case study 3-1.Senior Design Factory 3-2. Host UK 3-3. Goodgym 3-4. Couchsurfing 3-5. Insights from case study 4. Summary of insight

Part 3. Implementation plans 1. Mutually beneficial aspects 2. Safety, reliability and trustworthiness 3. Financial implications 4. Communications in operating 4-1. Online: app, website 4-2. Offline: Tourist information centre 4-2-1. Creating activities 4-2-2. Flow activities 4-2-3. Gathering activities from the town

5. Pilot interview 6. Expert evaluation 7. System map 8. User journey

Chapter 5. Recommendations Chapter 6. Conclusion References Appendix

ACKNOWLEDGEMENTS Everyone who gave full suppport through out this project. Course director who gave me full support and my tutor through the project. Especially the ones I mentioned in the report, who was a great backup. Not to mention the greatest support from the elders that took part in this project, they're the ones who made it all possible. My loving parents, dearest friends, those who had faith in me. Thank you all very much with all my wishes. Last of all, I hope the project to be commertialized to have a positive action among elder society. group brainstorming

figure

Figure 1. two side views from the aspect of isolation (2013) Figure 2. the global population pyramid (2013) Figure 3. isolation of elderly people (2003) Figure 4: Measures of subjective well-being by duration of social detachment (2008) Figure 5. Proposed Relationship Between Capabilities, Expectations and Well-Being (2008) Figure 6. Verbal IQ & performance IQ (2008) Figure 7. ageing Population of the future in Europe (2011) Figure 8. Urban and rural populations by development group, 1950-2050 Figure 9. method flowchart Figure 10. Methods justification Figure 11. co-relationship of keywords Figure 12. Design principle for retired people Figure 13. Sketch for smart house Figure 14. Sketch for kitchen Figure 15. evaluation diagram Figure 16. the initial map or service Figure 17. STH logo Figure 18 service map for deliverable Figure 19 Research from questionnaires Figure 20. analysis of questionnaires Figure 21. analyzed insights from questionnaires Figure 22. Diagram of expressing co-relationship between tourist information centre and story telling house Figure 23. flow channel (2008) Figure 24. Design plan. A design tool-box to facilitate solution oriented partnership (2008)

How can an innovative service system be effectively used to improve the quality of life of retirees?

Abstract Title: Story telling house: A service design system to bridge the relationship between retirees and tourists for the local community Supervisor: Fabrizio Ceschin Key words: Ageing; Service design; Social innovation; Tourism; Developed countries; UK; Rural area A brief introduction: There are an increasing number of elderly people still working because of increased life expectancy. However, industrial skills and ability requirements means there are limited workplaces and jobs suitable for elderly people. In this regard, I would like to suggest a workplace for them, the "Storytelling houseâ&#x20AC;? (STH). This is connected to the tourist information centre and it would be a local seniorsâ&#x20AC;&#x2122; house which would allow them to have a balanced retired lifestyle in their workplace. One of the greatest strengths of elderly people is that they have a great amount of knowledge. In STH, this benefit would be maximized as they have generally lived in a certain place for a long time, having gained a variety of local stories and knowledge. As a result of this personal touch, visitors can better understand the locale which in turn can be reinforced with extra activities. In advance, visitors can book a place to eat or stay together with local people using an app and website. Tourist information centers will always be the first place to visit for help regarding the STH, and there will be a high level of communication there as well. After they spend time doing a cultural activity, the photos will

be uploaded to the app and website, which automatically visualizes these on a map expressing the preferences by participant. The STH is innovative, engaging, self-sustaining and robust. The tourists and local seniors as stakeholders will have a meaningful time through local tourism and it can be a great inspiration in their daily lives. Approach The concept journey has been divided by three: the initial concept; the design principle from the observations; and in-depth interviews. More research was essential to obtain a number of depth insights to implement the initial concept through questionnaires, personas, and case studies. Lastly, mixed primary and secondary research methods were used to strengthen the results. Pilot and expert interviews were done to evaluate the developed concept, and finally the prototype of the concept was accomplished. Conclusions From the research, the implementation plan was finalized by considering mutually beneficial aspects, safety, reliability, trustworthiness, financial implications, platforms to operate, etc. After the prototype was conceived, the next step was the long term planning, such as how to support friendship between stakeholders. The STH was intentionally designed to be inconspicuousness, and focused on identifying interest and finding premises, promoting the concept. For the next step, linking with other organizations would be necessary to complete a business plan by establishing infrastructure. Deliverables 1. A video to explain the app, and three integrated systems 2. User journey

INTRODUCTION

Alongside the various changes occurring in the world, the enhancement in people’s lifestyles becomes more important. The workplace in particular has become an increasingly important factor in influencing people’s life patterns and changing the quality of working life for the better. Moreover, the demographic changes occurring highlight the importance of caring for people who tend to be excluded. Above all, the ageing UK population suggests the need forreform in public sector as the pension aged is pushed back, and people work longer. A considerable number of studies have been carried out regarding ageing such as Ageing UK and others. However, research specifically about retirement jobs has not been produced, as the importance has been realized only recently in society. Hence, this has not reached the main stream and the data are just an estimate. With this background, the designer’s role would be to play an important role in solving problems through innovative solutions. An increasing variety of welfare service systems are offered by the government and some nonprofit organizations. According to Time brown (2009), design is about getting something big from design and using design thinking as an approach to ensure that the impact of the results is maximised. In this project, I am focusing on design thinking with the timeless questions of “how can I build thinking in order to think, instead of thinking in order to build?” For this reason, focusing and understanding human needs is essential. This is a main design value in this project in order to balance the desirability of human needs with technical feasibility and economic viability. In other words, it needs to integrate technology and economics since the project is about shaping the future. This design thinking constantly evolves as additional thoughts and understandings arise about different cultures and contexts. In this chapter, I am going to address how this dissertation has been designed in order to ensure there is creative thinking strategically and logically. There are two methodologies mainly used in this dissertation. The first methodology is indicated in the timeline with triple

diamonds as utilized from the double diamond design process model (Design Council, 2005). Followed by three diagrams, more specific methods are then justified to solidify the concept. This dissertation initiates with a literature review with an overview of the transitions and challenges specifically in working lifestyles in society. The changes are also in the demographics due to an ever-rising ageing population. Due to the fact that independent living is essential for a stable lifestyle, isolation is a serious danger since they retire and even live longer. As a consequence, increasing numbers of retirees are working, and they are choosing flexible jobs. Therefore, research about seniors’ abilities and work choices is crucial to understand appropriate jobs, before furtherinto capabilities, verbal IQ and locationsin rural Britain. Followed by the key question, aim, and objectives, an overview of the methodology continues to describe in timeline form how the research was carried out, and a justification of the methods from generatingthe idea to evaluation. A findings section shows the journey of concept development with the implementation plan. Finally, evaluations from stakeholders who are also experts are discussed and recommendations and conclusionsfollow, delineating the overall implications of the work,its impact and future areas of study.

CHAPTER.

LITERATURE REVIEW

1. Transitions in the workplace According to professor Jeremy Myerson (2012), there have been three major waves of change in the workplace. First of all, the tailorsâ&#x20AC;&#x2122; office represents the first wave, where people work like a machine with repeated tasks. The second wave of change began after the Second World War from the late 1940s to early 1950s. This is the social democratic office, which encourages human relationships and social interaction in the workplace. A good example of this is the Google office which is designed for people to better interact with each other and to be more productive, which brings satisfaction and happiness to the workplace (Schepp, 2012). The third wave of change has happened since the beginning of millennium.

Development of digital technology has allowed people to access data without going to the office, and now people can work anytime and anywhere with â&#x20AC;&#x153;cloudâ&#x20AC;? computing, smart phones and so on.

second

first repeatable

past

initiative

collaboration

creative

Todayâ&#x20AC;&#x2122;s dramatic development of high technology has made it possible to overcome technological limitations in the workplace, and it has indicated that continuous improvementin the quality of the work environment is possible. For this reason there will increasingly be more flexible working hours and space where employees will have more freedom, and be able to personally manage their time and schedules. Such a change, more actively reflecting individualsâ&#x20AC;&#x2122; needs and preferences, will further satisfyindividual work and lifestyles.

third fun

learning

present

interative

2. Isolation in the workplace “Shaping the workplace for the future is about how to make a balanced lifestyle.” Interacting socially and working individually With these transitions, isolation has emergedasa social problem. It has especially been debated if telecommuting, one of the flexible ways to work without going to the office, contributes to isolation or not (Cross,2012). However, Stobbs said that isolation has a positive side because it allows people to recharge their batteriesif feelings of isolation do not become overwhelming. Furthermore, David (2012) has investigated the relationship between workplace isolation and engagement among teleworkers. That is, the feeling of isolation is caused by frequent use of teleworking (Golden et al., 2008; Marshall et al., 2007;Golden &Veiga, 2006;Copper & Kurland, 2002). At this point, isolation tends to have both a positive and negative side. The MondayBlue team at Brunel University investigated these two sides through a survey and experiment(2012). That is, when socialization and isolation are weighed up, the balanced horizontal position would be the positive side of isolation, which I would like to define as “Beneficial isolation” for this research.

technology

isolation Is isolation just bad?

flexible workplace

Socialization

Figure 1. two side views from the aspect of isolation (MondayBlue, 2013)

Isolation

3. Aging population “With widespread fall in fertility rates and significant rises in life expectancy, the median age of Britain’s population is rising. Today, for the first time in history, Britain’s over-65s now outnumber people under the age of 16.” (Royal Geographical society, 2013)

8075-70 70-75 70-65 65-70 65-60 60-55 55-50 50-45 45-40 40-35 35-30 30-25 25-20 20-15 15-10 10-5 0-5

IN 2040

IN 2000 MALES

1000000

FEMALES 100000

100000

Figure 2. the global population pyramid (UN, 2013)

1000000

– changing demographics

Increasingly in countries across the globe,the proportion of the population that is elderly is increasing. This is a “global phenomenon” seen mainly in developed countries such as the UK, USA, Italy, Germany, and Japan, for example, but developing countries are also afflicted (United Nations). According to the UN, the global population pyramid will turn upside down by 2050. This is because people are having fewer children, while those aged 65 and over will almost double by 2050 worldwide. In the UK, people aged over 65 are projected to increase to 61% of the population (Office for National Statistics, 2008). In other words, 6 out of 10 people will be over the age of 65. In addition, there will also be a dramatic increasein people who are regarded as elderly people. For example, the population of over 85s will rise from 2%, to 6% by 2051. These statistics show that there will be policy dilemmas for governments and populations. At this point, the pension systems need to be reformed for comprehensive support. Indeed, most pension systems were not designed to accommodatethe present baby boomer generation entering retirement, even if retirees work later than currently. For instance, the Government Actuary’s Department (GAD) estimates that by 2051,a 65-year-old man will live 22 more years on average, while 90 years is expected to be the life expectancy for women.

4. Aging and independence Hence, this global phenomenon is of great importance for not only for the ageing population, but also for future generations to provide sustainability. In line with this rapid increase in older people, social welfare and healthcare forms have also increased. According to BBC News, government policy promotes active and engaged lifestyle to minimise harmful impacts on health (2005). Most importantly, with this high growth in the elderly, there will be also be less people economically active meaning the economy will grow more slowly if the trend continues. For this reason there is an urgent needto ensure the“silver society” is able to engage inappropriate jobs and are fully aware of the social welfare available to them. “A fall in the ratio of workers to pensioners means that the funding of the state pension has become a predominant issue.” (House of Commons Library, 2011) “Macroeconomic theory suggests that economies of ageing populations are likely to grow more slowly than those of younger ones”. (Economist, 2010)

It is true that older people’s perceptions have been considerably changing with regards to lifestylesand society. Simultaneously, the meaning of independent living has also experienced transition. The Department of Work and Pensions Independent Living Review states that ‘Independent living’ meansnot just living alone or doing something by yourself, but being fully engaged in making personal choices and controlling one’s daily life. Furthermore, there should be equal access to education, employment, housing and mobility (2006). In the same way, The Department of Work and Pensions have announced seven key aspects that are needed to support independence for the aged (Audit Commission, 2004). These eight aspects are significant for the core idea of the storytelling house, and they will be reviewedwhen the idea is developed later. Housing and the home The neighbourhood Social activities, Social networks and “keeping busy” Getting out and about Income Information - the key to choice Health and healthy living

“Over one million older people in the UK live isolated and lonely lives. A million more feel trapped in their own homes and one in five older people see other people less than once a week. This may be due to having no family, physical disability or living remotely,” (UK charity Friends of the Elderly, 2013) “Being socially excluded means being unable to access things in life that most of society takes for granted – like a properly equipped, well maintained home; close friends and regular company; stimulating activity; and easy access to important services such as GPs, shops and post offices.” (Age Concern, 2008)

live longer

THE POPULATION OF ELDERLY PEOPLE IN THE UK

23%

IN 2030

“Nearly half (49%) of all people aged 75 and over live alone.” (General Lifestyle Survey 2010) “12% of older people feel trapped in their own house.” (Spotlight, 2006) “6% of older people (nearly 600,000) leave their house once a week or less.” (One Voice, 2009) “Nearly 200,000 older people in the UK do not receive the help they need to get out of their house or flat.”( ICM Research, 2008) “17% of older people have less than weekly contact with family, friends and neighbors.” (LSL, 2003) “11% have less than monthly contact.” (LSL, 2003)

penson 66 years push-back

34%

Isolation in siver society Figure 3. isolation of elderly people (Age Concern, 2003)

5. Retirement and isolation

Working after retirement age is regarded as key, particularly in this social context. Isolation and loneliness are firstly considered as the most common negative phenomena, meaning that a number of facilities and services have been created to encourage elderly people and to prevent depression, such as by the Design Council, and Age UK. However, isolation for elderly people is still an ongoing problem in our society, especially for the retired.

Out of Sight (2003) Age Concern recommends the way to tackle social isolation. These two are of importance highly relavant in my topic. That is: “Re-model local services around the needs of the most excluded – local authorities should revisit A Sure Start to Later Life and re-model their services to ensure they are joined-up, user-friendly, rooted in the community and flexible enough to reach out to vulnerable older people. A commitment to have a comprehensive review of local services should be a key component of the new LAAs – this would chime with the Putting People First concordat and the CSR commitment to improving the quality of older people’s lives.”(Age Concern, 2003) “Social contact – the Government has acknowledged that promoting happiness is a legitimate policy objective. But more investment into the kind of befriending schemes and peer-to-peer telephone clubs already provided by many local Age Concerns is required to provide much-needed support for many isolated older people. A more thoughtful approach to the design of services, amenities and local neighbourhoods by public and voluntary services could also help to facilitate social contact and friendships, and contribute to better mental health and wellbeing.” (Age Concern, 2003)

Social isolation Would change a lot in their lives Life dissatisfaction Worse-off than others

Percent

Unhappiness 20 10 0

No social detachment

Temporary social detachment

Persistent social detachment

Duration of social attachment Note: All people aged 50 and over; based on weighted data; N=4,524 cases (weighted).

Figure 4: Measures of subjective well-being by duration of social detachment (Tomaszewski and Barnes, 2008)

From this graph, it can be seen that when people aged 50 and over experience social detachment, their quality of life is negatively influenced in five ways and these increased by duration of social detachment. Negative wellbeing increases exponentially as detachment is more prolonged and when detachment is persistent the situation for the elderly is dire. In this sense, people who suffer from social isolation must be targeted by government to lower social detachment through preventative measures.

6. Working after Retirement â&#x20AC;&#x153;Celebrating another birthday doesn't mean you're stuck in a line of work you chose decades earlier. Age and experience can be assets in a new field.â&#x20AC;? (Daniel, 2012) As a consequence of the growing aged population and higher life expectancy, the pension age has been pushed back. The UK government even points out that the retirement age should be chosen by people themselves as the formal retirement age of sixty-fiveis phased out (2013). Hence, as long as people want to work, most of people can work nowadays.

Opportunity of Seniors

As a matter of fact, 72% of over-65s are satisfied with their financial security (2011). Despite of the fact that, more than a million of this target group are still working, which has doubled from 20 years ago (Barrow, 2013). In many cases, over-65s continue to work to enjoy their livesand gain social interaction, mental stimulation, and a sense of achievement from their working lives. Additionally, many cannot afford to retire, or must financially help out their children. Looking at the matter more deeply, 32% of elderly workers are self-employed, which is almost three times higher than their younger counterparts (Office for National Statistics, 2012).Moreover, about 66% of older workers are part-time with limited roles, but they have not changed jobs in more than 10 years. From these data, it can be seen that older people tend to work with different purposes and patterns. From the US study it was shown that part-time or temporary jobsafter retirement enhance health both physically and mentally. To be specific, the Journal of Occupational Health Psychology published researched which indicated that better mental health was observed

from older people who persist in their original jobs than those who change fields (American Psychosocial Association, 2009) Further positive results are published by co-author Mo Wang, a professor of psychology at the University of Maryland (2009). Wang’s research shows that 17%less illness occurs when retirees work part-time or temporary jobs, which is called bridge employment, compared to retirees who stopped working altogether. In the same way, there was a 30% improvement in working retirees in mental health measures when compared to those not working. As a result, Wang provided reliable research that similar jobs, or bridge jobs, would be recommended to reduce health problems. Importantly, the benefits should not just be measured in income but also in overall health. “Lonely and isolated older people need simple and trustworthy ways to connect with other people who might share their interests” ( Guardian, 2009)

7. Income, satisfaction, happiness, capabilities The Institute of Behavioral and Applied Management has found a positive correlation between income and satisfaction (2008). The clear results from the survey indicated that better incomesare correlated with improved health, especially when people have a pension. Hence, greater satisfaction appears when people have annuitized income, or decreased satisfaction is seen whenpeople have unstable income streams. Despite this inter-relationship, one important point should be considered. When retirees do not have high income expectancies, their satisfaction would not be really affected even if they have a low income. Thus, the study indicates that income expectation determines retirees’ satisfaction, which is determined by individuals’ future plans.

Another argument worth considering is the correlation between income and happiness to measure the well-being of citizens in a country. It was once widely acknowledged that happiness could be measured by per capita GNP; however, an increasing number of economists believe that this is not sufficient (Erikson, 1993; Frank, 2008). Easterlin found that both are not reliable measures as increased income results in just a slight increase in happiness from the research (2001). For instance, when people are not conscious of material deprivation, they will not be dissatisfied or unhappy in their circumstances (Sen, 1987). As a result, happiness is not correlated with income. Sen and Nussbaum also proposed a more nuanced interpretation of capability and well-being (1993). That is, happiness is affected by more complex actions and experiences, from self respect and human dignity to life within the community and more. From here, freedom from proper capability is essential to achieve something, and feel happy (pg. 3). To sum up, well-being is achieved from stable income commensurate with one’s expectations. At the same time, since people subjectively evaluatetheir income through their own beliefs about the future, well-being has a complex relationship with capabilities and expectations. Figure 5 produced by the Institute of BAM (2008) explainsthisclearly.

Capabilities

Well-Being

(health, wealth, income, education, income stability)

Expectations

Figure 5. Proposed Relationship Between Capabilities, Expectations and Well-Being (Institute of BAM, 2008)

8. Opportunities for seniors - capabilities, work and ageing

There are a great number of jobs recommended for retirees. Koff has recommended work from home for self-business by investigating a small amount of money (2013). The reason is that it gives them social security, retirement income, extra income, or a successful full-time job. There are eight ideasfor working from home to earn money:direct selling, selling online, being a tutor, writing or editing, telemarketing, being a virtual customer-service agent, freelancing, or purchase a home-based franchise. In common, retirees mostly have enough capabilities and they often have in-demand skills and free time. On the other hand, Peterson (2008) suggests about seven great jobs for retirees withgood rewards in terms of lifestyle, schedule flexibility and the extra income that can cover basic expenses or entertainment. Firstly, federal jobs in the area you are interested in would be recommended due to job stability. Nonprofits, moreover, are interestingly suggested. Although they do not offer high revenue, the big personal rewards and satisfaction come from contributing to society. Furthermore, healthcare and childcare are available for older people due to higher demand, while working part-time in retail shops is also a possibility. Lastly, consulting would be the good for retirees who are experts in a specific area From the 16 kinds of jobs, it can be seen that utilizing capabilities is the key for a successful retirement job. In this regard, it is worth looking at the strongest capabilities of retirees. Indeed, peopleâ&#x20AC;&#x2122;s physical capacities dramatically drop as time goes by;however, when it comes to the cognitive abilities, brain performance only marginally decreases comparedto physical health. Especially, verbal IQ is surprisingly stable,suggesting that communicative jobs would be well suited.

Consult

Freelancer

Do the same job, Only less

Research for businesses or universities

Customer service

Monetize your gift

Teach or Tutor

Sell online

Nonprofit

Show your team spirit

Health care

Handyperson

Telemarketing

Child care

Go to the government

Part-time resources

130 120

Verbal IQ

Mean IQ

110 100 90

Performance IQ

80 70 60

Age (Years) Figure 6. Verbal IQ & performance IQ (2008)

9. Location: research scoping

9-1. The greying of Europe It is a well known trend that Japan and the USA lead the world in having aging populations and this is likely to continue into the future. Similarly, the aging of Europe is known as the “greying of Europe.” This demographic phenomenon is characterized by a decreasing fertility and mortality rate, and an increase in life expectancy. Europe is preparing to become a “silver society,” and there are a number of difficulties that need to be faced due to Europe havingmany countries withunique and long histories. In this regard, I would like to focus on Europe and specifically the UK as it is a developed country with one of the largest elderly populations.

% Increase 1990-2050

Figure 7. ageing Population of the future in Europe (2011)

ITALY

GERMANY

SPAIN

USA

FRANCE

120

JAPAN

Increase in No. of People Over 65(%)

180

9-2. Reviving rural areas 59%, or 4.9 billion people, now live in urban areas, a 16% increase since 1990 (43%-59%). Moreover, 90% of the increase in urbanisation has occurred in developing countries, countries which by 2030 will have increased their share of the urban population by 9.9%, from 45% to 55%. This speed of urbanization is relatively stable over the last 20 years. In developed countries, urbanized populations will increase by 5.7% up to 81% by 2030, showing a slightly increased rate over the last 20 years. The urban populations of under-developed regions will grow to about 4,billion while the rural population in more developed regions is projected to decreaseby 2030. Rural populations in under developed regions and urban populations in developed regions will grow slightly by 2030.

When we specifically look at the proportion of the population in developed countries, a great number of elderly people livein rural areas where more affordable housingis available. According to the National Housing Federation (20**), there will be an estimated 40% rise in older residents over the next 10 years. This is an important issue since this phenomenon has brought serious social isolation,especially as people over 65 years old are a large proportion. Even so, rural areasoverall will experience a 20% increase in population in England (ONS, 2004). “If families and younger people are priced out of the countryside and local services and amenities continue to disappear, older people will find themselves increasingly isolated.”(BBC, 2010)

Urban and Rural popluations by development froup, 1950-2050

“A quarter of people living in England’s countryside will be over 65 by 2020” (A campaign group, 2010)

Population(millions)

6,000

In 2030, less developed regions will accelerate in urban population growth, while rural areas will remain almost the same as in 2000. More developed regions, on the other hand, will experience a slight increase in their urban populations. A noticeable prediction is the decrease in the rural population in both regions up to 2050 (DESA, 2011).

Less developed regions

5,000

Urban Population

4000

Less developed regions

3,000

Rural Population

2,000

More developed regions Urban Population

1,000 0

More developed regions Rural Population

1950

2050

Figure 8. Urban and rural populations by development group, 1950-2050

CHAPTER.

KEY QUESTION, AIM, OBJECTIVES

AIM

OBJECTIVES

KEY QUESTION

To create a service design system to bridge retired people and tourists in a local community through mutually beneficial values. How can an innovative service system be effectively used to improve the quality of life of retirees?

1. To examine the current and expected situation and challenges facing older people in the workplace in the UK. 2. To develop and implement creative design methodologies to develop initial ideas. 3. To analyze current practice and discuss the needs of key stakeholders. 4. To formulate and compare business models by stakeholders. 5. To implement ideas from conception to delivery 6. To evaluate the final concept and address the future development.

CHAPTER.

METHODOLOGY

Background Research

Secondary Research

Literature review

Story telling house

Initial Concept

Case studies

Key research questions

Primary Research

EMENTATI PL

Scoping

Define a problem

Devleoped Concept

Design Principle

Feed Back

System Map

In-depth Interview

Questionnair

Brainstorming activities

Journey map?

Observation

Personas

In-depth Interview

Expert Appraisal

Retirees

Travelers

Local seniors

In Tourism & Ageing

Aim & Objectives Figure 9. method flowchart

User journey

1. Research timeline Fundamentally, there have been three stages carried out from the beginning of the semester. Starting at thebroad topic of the workplace, I narrowed this down toageing which then led to the storytelling house idea. Stage 1 – design research 1. In the first term, a great amount of research was performed by the team, “Monday blue”. The aim of this section was to find promising opportunities or motivations for the next step. Case studies were chosen to find opportunities from the present situation from which some representative cases were chosen such as Google, Nike, and Pixar. For the next stage, a literature review was conducted using books, academic journals, magazines, and websites to forecast the future situation in eight different areas – ageing, population, economics, gender, education, technology, health, environment. Social isolationwas a common feature of this research which was developed further by isolation experiments, and questionnaires. Stage2 – design research 2. Pursuing this filtered subject - social isolation, I have narrowed down to one target group which is ageing. While the literature review continued, interviewswere thoroughly carried out. One case study was of asenior design factory and this played a pivotal role in the development of the concept, from whichthe main storytelling house idea emerged. The first appearance of the concept was exhibited in the “Made in Brunel” exhibition. Stage3 – dissertation. Deeper research in practice was implemented through a number of methods such as literature review, interviews, questionnaires and case studies. All gathered information was analyzed to facilitate a better service system. This process is specially designed for this dissertation, which will be more specifically explained in the method justification section.

Timeline Research approach

Research keywords

2013

06 Initial Concept

Workplace Exploration analysis

Ageing Deeper research investigation analysis idea development

Social isolation

07 ta tio n

ss er

2012

Story telling house

Developed Concept

Story telling house Deeper research Analysis Synthesis Idea Development Framwork development Testing

Write-up dissertation

Feed-Back

Literature review : Books Academic journals Magazines Websites Case studies : Google Nike Pixar

Questionaire Experimentation

Literature review : Books Academic journals Magazines Websites Interview Case studies : Senior design factory

Ideation & concept Concept development Delivery the concept

Literature review : Books Academic journals Magazines Websites Interview Questionnaire Case studies : Senior Design Factory Couchsurfing Host UK Michelin Grand Design

Ideation & concept Concept development Delivery the concept Service design tool

Case studies

Literature review

Objective 4.

Secondary research

Concept Journey In-depth interview

Secondary research

Primary research

Personas

Initial Concept

Primary research

Questionnair

Retirees

Tourists

Observation

Stackeholders

Target justification

Objective 3.

Figure 10. Methods justification

2. Methods justification System map

Service design tools

Implemented Concept

Customer journey mapping

Pilot interview

Evauation

Expert interveiw

Objective 5. Service prototypes

Objective 6.

The method justification is developed from stage3 – dissertation–as mentioned in the last timeline section. According to Mathison, ‘triangulation’ is one of the effective ways to produce well balanced research and fully contain it (1988, p.15). Especially, when the data is from more than twomethods applied, the validation of the research, if verified,is much stronger. Therefore, the methodology could be more reliable by including theoretical review and practical research and hence this was used for the development of the initial idea from the primary research. The triangulation of methods targets two demographics: retirees and tourists. Primary research was conducted for these two stakeholders, while secondary research was completed for the case studies. Connecting these three, one effectiveand specifically developed concept will be implemented in depth as an outcome. When a concept is clearly demonstrated from it,it will be addressed by service design tools. Finally, the deliverables will be evaluated by an expert and stakeholders. As the dimension of the circle in figure**, the primary and secondary research are allocated depending on the characteristics of the target and qualitative research is prioritized. This is learnt from Bogdan& Taylor who asserted that quantitative methodsgive less opportunity forresponsein a qualitative way (1998).

3. Research methods

De ve lop ce la kp

lin el

ein

e ulat rm Fo

or W

Iden tify &

ate tig s ve

Literature reviews “Your research is seen as a contribution to knowledge in the field and it needs to indicate, therefore, that there is an awareness of what that knowledge comprises.” (Wisker, 2007)

An aly s

end mm o rec

Tourists

Retired people

There has been six main research methods applied – literature reviews, observational research, case studies, consumer questionnaires, personas, in-depth interview.

ate alu Ev

Dis cu ss

Figure 11. co-relationship of keywords

This diagram summarizes the approach of the storytelling house through four distinct phases: Identify and Investigate; Develop and Formulate; Analyze andEvaluate, and; Discuss andRecommend. These phases comprisefive key words as indicated in figure 9 which shows the inclusion rule. Retired people were the main target for research in the workplace and the storytelling house while tourists became equally important as the topic was narrowed down to the storytelling house idea.

In order to facilitate better implementation of the service system concept, literature reviews were undertaken. While finding theoretical evidence, the concept would become more specific and practical by highlighting the current challenges and opportunities. Starting from this broad topic, it wasnarrowed down in detail, and also research scoping was also addressed. Observational research “Observation is something we can not fail to do as people, we are all expert observers.” (Hackley, 2003, p. 40) Although a literature review tells us about some important issues such as by statistics, observation is still necessary to vividly look at some situations. It is a useful tool for obtaining unexpected insights which constantly set research directions in the literature review and other means of research. Essentially, the aim of this part is to realize the real lifestyles of retired people in the UK by visiting their houses, going to the park, or museum, and other places they might go frequently. This method would be useful to grasp design opportunities from the users’ actions.

In-depth interview in conference

Personas

â&#x20AC;&#x153;The photography everyday lifeâ&#x20AC;? was held in Brunel University, which has a number of common issues as STH (Storytelling House) idea. More importantly, there were more than 50 elderly people, aged more than 65, highly educated, who actively participated in the activities. The aim of this interview was to get feedback from the basic ideas of STH and to develop them.

As it focused more on quantitative methods for tourists previously, there was a need for deeper research to realize their style of travelling. In order to look at more insights, the method of personas was organized with two people. Despite the fact that two people are too few to analysis for personas, there was a limitation to look at more people as this dissertation was limited to 22,000 words. For the reason two people were chosen according to certain criteria â&#x20AC;&#x201C; ethnic group, gender, location, occupation, age, etc. Briefly, one businessman from South Korea who had lived in the UK for 10 years was selected and another student had spent a considerable amount of time and built relationships with retired people when travelling. I travel with these people together once and interviewed them depending on the situations we encountered.

Interview in town With the developed concept after the in-depth interview, the need for another interview arose. I visited a specific place where I could meet a real target group, retirees. Whistable, which has the highest density retiree population living in the UK, was chosen. Talking with 20 elderly people in the town, real opinions were gathered including feedback on the research concept and whether people agree or not. Questionnaires The questionnaire had two aims regarding tourists. The first aim of this was to uncoverthe preferences of tourists when they travel. The second, moreover, aimed to identifythe perception of elderly people. Because I had undertaken literature reviews which narrowed down the research topics in a fixed direction, some of the questions were used to recheck those. Mainly focusing on the needs of tourists, some opinions were also gathered. For the whole month of August, the survey was conducted in London, UK. By e-mail to mainly international students, the first draft of the survey was designed and then filled out by 80 people. Then, the second draft was finally completed by 50 people, for which some errors were deleted, or some questions added. Likert-like five-item scales with end-anchorswere adapted and used in many questions. This is largely because the preferences of travel may be affected in different situations, and there cannot be always be exact answers for travel questions. Moreover, simple questions became more complex at the end with essay questions.

Case studies According to Dominick and Wimmer (2000,p.125), case study methods are very effective to look at research more conscientiously. In this regard, this method was chosen to implement the STH idea from the developmental stage. There were four cases looked at: Senior Design Factory, Host UK, Goodgym, and Couchsurfing. At all events, some considerable factors were analyzed, such as touch points, cause and effect, pros and cons, and some other unique information. In each case, strong strategies were identified and for the reason it was clear that common points had been emphasized and elaborated for eachexample. For instance, all cases showed benefits in interacting between two targets, utilizing their positive or negative capabilities, so it was worth comparing four cases to see how the overalleffects.

CHAPTER.

CONCEPT JOURNEY

This chapter is divided into three parts to show the concept journey from creating design principles to implementing the concept. In the first part, the concept journey for the initial concept will be outlined. After that, more research and the outlining of the in-depth findings will follow before addressing the implementation plans in part 3.

Story telling house idea PART 1.

Case studies

Literature review

Objective 4.

Concept Journey In-depth interview

More research Secondary research

System map

Secondary research

Primary research

Pilot interview

Personas

Initial Concept

Primary research

Service design tools

Evauation

Questionnair

Retirees

Tourists

Observation

The initial concept journey is scattered throughout this chapter chronologically. Starting at primary research for retirees, design principles were created. After thenthe theme was generated which drew the three concepts. The three concepts were evaluated against the design principle to be developed. Brainstorming storyboard, benchmarks, sketches, etc. were involved in the concept development, followed by deliverables to be evaluated.

Customer journey mapping

Service prototypes

PART 2.

Expert interveiw

Objective 6.

Stackeholders

In this part, the findings from stakeholder and case study researchare addressed, which aimed to develop ideas further for implementation. Six methods are employed in this section importantly for understanding users. The primary research was the key methods-questionnaire, persona, interview which are combined with case studies to deepen the findings. The quantitative and qualitative research were executed together to understand the traveling pattern. When some key insights from the survey were gathered, more specific information related to personasof the two users was gleaned.

Target justification

Objective 3.

Implementation plan

Figure 10. Methods justification

PART 3.

The deep insights from more research were implemented into the STH idea. The feedback from the expert in the first part of the concept journey was essentially dealt with in this part. After that, a system was formulated by reflecting on the gathered insights. After the pilot interview, the user journey was created in detail. With the user journey, the expert evaluated the implementation plan in detail.

PART 1.

STORY TELLING HOUSE IDEA

1. Retirees - Observational research and in-depth interview As the first step, observational research and pre-interview were undertakenoverthree months in the UK in order to obtain information about their lives as much as possible, largely at art museums and charity events. Initially, more than 30 retired people were mostly volunteering in their retired lives. Additionally, conversationswere held with 10 retired people enjoying an active social life. Among those, three retirees were good models, having different insights.

CHARITY EVENT

BRITISH HOUSE

ART MUSEUM

First of all, in-depth observations and interviews were fulfilled in typical British houses, and at charity events. Julia (1945) is trying to keep herself busy with a full schedule, even at weekends. She is renting rooms for international students to study music. Sometimes, they play instruments and spend time together. Aside from that, she also invites international students persistently, and introduces traditional food to them or takes them somewhere. The reason for all these activities is that it gives her inspiration to be more active, and feel satisfaction to be helpful to people. The observation started witha warm-hearted dinner between them, which was simple, but enough. Since they are used to inviting international students, they casually serve things suitably. They would like to hear any problemsabout staying in the UK and to give us advice. Furthermore, they had curiosity about our majors, background, and even current coursework. At some points, they also told stories about other international students who had successfully studied in the UK. Finishing the dinner, the observation continued to a church where an event for charity was held. Indeed, there were more than 30 elderly people who looked familiar with each other. Some of them had grown up together in the town, while others had regularly joined charity events and got to know each other. In the art exhibition, two impressive seniors were making sketches on notepads. That was actually preparing the class for what they will do the next week. One of them said she always wanted to be an artist, but could not. Eventually, as soon as she retired, she registered with the national trust, and became a teacher as volunteer work. Keeping them busy all the time, they also take care of their grandchildren. As long as they are physically available, they would like to work.

He denied to take a picture

In the same place, one senior man was uniquely silent, and was just by himself. He seemed to be suffering from isolation as he spent most of the time staying alone. He had a pension, but it was not enough for his children. No one takes care of him anymore. Even though he had high-level of education and used to be an engineer in a prestigious company, he just spent time alone, doing nothing during a day. His only friend is a computer, book, or television, and sometimes he went to the museum or park. However, he desired to have a more active life, and would like to contribute to society.

INSIGHTS RETIREES

They need to have a good relationship with their own generation but also some cross-generational relationshipsare necessary to add variety to their lives and to guard against isolation. They would like to achieve what some of their long-held dreams. Financial stability is important, but not just for the sake of it. They would like to find the meaning in their lives. Some seniors have an active social life despitea bad financial situation, while others suffer from isolation due to their financial hardship.. They are eager to learn more, and share it with other people They would like to keep themselves busy, to be more energetic Having a cultural life is a basic need on a daily basis as they a long day to fill They would like to contribute something to feel good about themselves

Maslowâ&#x20AC;&#x2122;s Hierarchy of Needs

AN IDEAL RETIRED LIFESTYLE

Self Actualization

For seniors Meaningful lifestyle

Self-Development

Esteem Needs

Contribution

Self-Esteem, Status

Social Needs

Multi-generational Interaction

Sense of Belonging, Love

Safety Needs

Physical Health

Security, Protection

Physiological Needs

Personal Capital Management

Hunger, Thirst Figure 12. Design principle for retired people

2. Desgin principle From the interviews and observations, a mapping of the ideal lifestyle has been made from Maslow’s “Hierarchy of Needs’. As a foundation, financial management is crucial, such as proper insurance, income or pension to support everyday living. Next is health as they could be vulnerable physically. Both factors would ensure stability andguard against isolation. Followed by the third aspect, multi-generational interaction facilitated by facilities or welfare services is recommended to meet their social needs. There are a number of opportunities for this, but accessibility is insufficient for senior citizens. Therefore, a simple touch point between seniors and other generations would address this also. Moreover, regarding esteem

SOCIALISATION

Based on the five needs for seniors, independent living is the key for elderly people, which can be visualized like this set of scales.

needs, seniors would need certain goals to feel fulfillment themselves. Finally, self actualization would complete this diagram, which would inspire their day. When these five needs are met, senior citizens would have a balanced retired lifestyle, independently and socially. The diagram was created to be relevant for most retirees in general, so thatfuture ideas would be more developed andvaried. Furthermore, this diagram would generate ideas in relation to seniors’ capabilities as specified in the literature review. There would be no limitations, but the focus should be about their verbal IQs as an indication. All in all, the aim of this diagram is to understand how local seniors would have an ideal retired lifestyle by satisfying these five basic needs.

INDEPDENCE

As a Storyteller

3. Storytelling house idea 3-1. A storyteller It can be seen from the interviews and observational research that seniors mostly enjoy telling stories and like to talkmore. The important insight from this primary research indicatedthat different nationalities would easily encourage more conversation meaning seniors would be great storytellers in their towns.

INSPIRATION EVERYDAY

3-2. Opportunity of tourist centres

ACHIEVE

INTERACTION

MANAGEMENT

PERSONAL â&#x20AC;&#x153;CAPITALâ&#x20AC;?

HEALTH

SS MI

MULTI-GENERATIONAL

There are a number of job positions in which elderly people could properly work within their conditions. From the literature review, some recommended jobs for older people have been specified. In some ways, the tourist information center would fit into the listed requirements. Also, the center needs to evolve as it is obsolescent nowadays. Most importantly, older local people have a great amount of knowledge and memories about their towns, which can be used as an opportunity for a new tourist center. Since every town has an information center, some interesting ideas would be expected from this. To conclude, the capability of elderly people indicates that they would be the best storytellers. Furthermore, tourist information centers in every town could be renovated to have older local people as operators who can tell the stories about the town in addition to more formal information.

4. Concept From the strory telling house idea, as a theme, more idea generation had progressed. Brainstorming was chosen to do it, and among a number of ideas, three ideas were chosen to make a direction. From the reason that three ideas were in different areas such as architecture, product, and service design.

Theme:

story telling house

1. 2. 3.

A pop-up smart house: flexible architecture

Kitchen: Storytelling with local food

Three integrated systems: utilizing existences

story telling house

Three integrated systems

3. Three integrated systems: utilizing existences With design thinking, this idea arose from the question of how to operate the storytelling house by utilizing already existing things. In fact, each town has their own characters regarding culture that could be developed for use in activities for visitors. In this regard, the STH could manage some of the activities, and increase accessibility by app (a mobile application) or through a website which would also build a database of culture as local history. Also, some derelict places could be renovated to be STH and when these three factors are combined, the identity of the town could be developed. This means that seniors could have fulfillment in contributing to the townâ&#x20AC;&#x2122;s identity.

Develop a culture

App For travel Navigation, Mapy, Photo, etc.

Activities Three integrated system

Meet Local people Eat Local food Learning culture

Activities visitor

Sharing

internet, app, book

Architecture Utilizing discarded places

Contribute

improving townâ&#x20AC;&#x2122;s identity

5-1. Storyboard brainstorming

expand

Storyboard brainstorming

In order to ensure a smooth flow of the three processes of activity, app and place the unique storyboard was set up. Many aspects need to be connected to it. The main point starting from a scenario of seniors and visitors, and additional ideas were added with additional research into benchmarks. As more post-its piled up, ideas became clear, and some visual ideas emerged.

5-2. Research for interior and exterior and benchmarks As an initial concept for place, applying corning technology was chosen in the purpose to renovate the discarded building. The corning scenario is about using touchable glass everywhere. The glass is much stronger than normal glass, so it would be applicable in weak architectural structures. Regarding the corning technology, two good examples were found to be benchmarked against other examples, enablingbest practice to be incorporated.

Gallery One at the Cleveland Museum of Art

Digital versions of the artworks, gathering ideas, and seeing the original context of the artworks themselves

First of all, the gallery example at the Cleveland Museum of Art offers huge displays to provide digital versions of the artworks and get feedback from customers, and see the original context of the artworks themselves. The new national museum of American Jewish History, moreover, has a mixed system to express personal insights and feelings with cards balanced with basic technology using cards and more high-tech displays. Also, visitorâ&#x20AC;&#x2122;s behavior is observed when they post notes.

The new National Museum of American Jewish History

Express personal insights and feelings with cards Balanced with low-tech(cards) and high-tech(observing visitorsâ&#x20AC;&#x2122; behavior)

Applying technology Corning Technology

ACTIVATE UNUSED SPACES

story telling house

5-3. Sketching the stories

ACTIVITY

Completed a single page to communicate and concrete concept From the storyboard brainstorming, a great number of ideas were generated. Even though some of the ideas were weeded out, the ideas still needed to be clearer by removing some of the superfluous concepts. To achieve a more solid idea, sketching reasonable ideason one page wasattempted and applied in some of the scenarios. It helped to narrow down ideas for the main display inside of the building with keywords. Also, graphical recourses were produced which also can be used for effective communication for branding. In this process, many sketches were required at first, and several different tools such as Illustrator, Photoshop, or Rhino were used to find out more effective design language. This was made into a completed single page to communicate the concrete concept.

Narrow down further with key concept

story telling house

EXPERIENCE THE LOCAL CULTURE CLOSELY

EAT INSPIRATION EVERYDAY

In order to find correlations of the three ideas of activity, space, and app, a basic 2D map was produced by vectors using Illustrator. During this process, the core idea for the app emerged. That is, the pictures from the activities can be directly shownon the map, and visitors find it to zoom in or out.The three ideas should circulate smoothly, and implementation of the system will follow in the future.

PHOTO

CONNECT SENIORS IN TOWN

TRAVELERS

POSTING PHOTOS

SS N

ACTIVITY

FIVE DESIGN INSIGHT FOR ELDERLY PEOPLE

Three important factors developed from this map:

BUILDING IDENTITY OF TOWN SPACE

SENIOR’S

ACTIVATE

NETWORK

SPACES

SOCIAL

5-4. Initial mapping

TALK

HEALTH PERSONAL “CAPITAL” MANAGEMENT

MEET

CULTURES & AGES

ACHEIVE MULTI-GENERATIONAL INTERACTION

STAY

1. Activities for cultural experience between travelers and seniors

APP

UNUSED

can

2. Accessing the STH by app or website from pictures from the activities : BOOKING

_DOUBLE TOUCH

: MORE PHOTOS _ZOOM IN

3. Building a seniors’ social network in the town, and creating spaces by renovating derelict land.

: FINDING LOCATION _ZOOM OUT

: SEARCHING

OPEN SPACE

_TYPING

Figure 16. the initial map or service

Colour

TOYO 0223 STH Signature Logo

story telling house

story story story story telling telling telling telling house house house house Primary typeface : Bariol ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz

Figure 17. STH logo

1234567890 1234567890 1234567890

5-5. Branding

STORY

TELLING

HOUSE

story telling house

Initially, the logo of STH was transformed from the shape of a house as a seniorsâ&#x20AC;&#x2122; network represents the whole concept intuitively. However, the simple circle was finally chosen using a green color. It is largely because the circle shape would be more recognisable than some other unfamiliar shape everywhere. Moreover, this concept is more likely a new platform which should be sustainable and should not just be a trend. On the other hand, the light green colorwas chosen as it has a friendly image, while italic soft font represents the intelligence of seniors.

story telling house

6. Deliverable 6-1. Integrated three systems 6-2. Activities 6-3. The app 6-4. Locations

6-1. The integrated three systems From the given chart, it can be seen that the STH idea has been summarized. The circulation of the system successfully interconnectsthe three ideas. The point to start with is that there are a number of unused places in town, which could be utilized to create a seniors’ social network and they can provide cultural activities to visitors from just meeting them to talk and eat local food together. The photos will be taken and updated to theapp by visitors posting. By app, the visitors can access easily and indeed it will increase the self-actualization of retired people who organize STH with the aim of “building an identity of time”. Hence, they would have a stable, balanced retired lifestyle through the STH system.

MEET

TALK

STAY

EAT

UPDATE

ACTIVITY

BUILDING IDENTITY OF TOWN

story telling house

SPACE

APP

ACTIVATE

UNUSED

NETWORK

SOCIAL

MI SS

SENIOR’S

SPACES

ACCESS Figure 18 service map for deliverable

MEET

TALK

STAY

EAT

6-2. Activities Four activities for cultural experience of the ordinary sortwere selected. As a first action, a meeting would be held and they would decide what they would like to do. Secondly and most importantly, talking would be the representative activity through which seniors can talk about the history of the town to personal stories. Thirdly, STH could offer a place to stay for one night by just using spare rooms in the seniorsâ&#x20AC;&#x2122; houses. Lastly, local seniors who love to cook could invite people to their houses and serve some local food. In summary, these four activities will be the basic guidance for the cultural experience.

CULTURAL

PER

IENCE

6-3. App Before people visit STH and seniorsâ&#x20AC;&#x2122; houses, advanced booking is required, and the app and website would be involved in this system. The app would simply have a map, and a searching box. Visitors can search particular placesusing the search box, or they could randomly choose one STH by zooming in or out and by dragging in or out. This will be used to find a place without opening an extra app. After visitors participate in the activities, they upload photos so the activities are updated for other visitors.

story telling house

6-4. Place

Exterior Unused buildings would be renovated to be a corning display which enables it to be an information center in the town where technology is not commonly available.

story telling house

eat

stay

Seniors’ social network

Travelers’ social network

talk find

In 2030 a concept for a story telling house, redesigned from tourist information centre, would be operated through the use of elderly people’s knowledge. This would allow them to have a balanced retired lifestyle. The concept would particularly be utilised in rural areas whereby unused buildings would be renovated to open space and corning technology offering intuitive interaction. Using applications, visitors would book activities for the senior’s social network in town, such as socialising, eating local food etc. The application would enable them to show all the photos that they take together, and would evolve as time goes by. As a result, it would contribute to building the town’s identity through a variety of activities which, in turn, would enhance senior’s self actualization.

Open space

Cosy Interior

Interior In order to have more communicable space, the inside of a building would be opened by knocking through most of the unnecessary rooms. Furthermore, the interior would be filled with cozy furniture to make a friendly atmosphere for everyone, both seniors and visitors. The front side is finished by the corning display which provides a huge map to search for specific information so that two stakeholders interact better.

7. Evaluation The main concept was inspired bythe deliverables exhibited at Made in Brunel where active discussions about the idea went well. There were more events participated in and a great number of opinions and feedback was received to be implemented. Among the people discussing, these six professionals in design gave input: Stephen Green, a tutor of Professional Design Studio Professor Hilary Dalke from Kingston University Kevin Owens from Owensowens James Duguid from Design Council Chung, Young Joon from Society of Architecture Ian Ferris Professional design studio tutor from Design Council The next feedback was received at the conference, â&#x20AC;&#x2DC;Photographing Everyday Life: Ageing, Lived Experiences, Time and Spaceâ&#x20AC;&#x2122; (August. 2013). Dr. Wendy Martin (Principal Investigator) and Dr. Katy Pilcher (Research Fellow) organized this event and invited about 30 elderly people who participated in taking pictures of their daily routines. From this conference, typical lifestyles of people in mid to later life were shown. Talking with the participants more deeply about the habitual aspects of their everyday lives, the propensity of consumption and the boundary of activities were investigated. Also, from the in-depth interview with four seniors, feedback on the STH idea was received. They were all involved in a number of organizations to contribute their abilities to society, or enjoying life by what they had not tried. Regarding the feedback, they agree about the STH concept, but some of the problems were pointed out. The key words were: Safety, reliability, trustfulness, financial implications, friendship, cohesion, mutually beneficial aspects. Lastly, some locations were suggested where STH would be appropriate to set up.

Implementation plan Location- population density Target audience: personas to explain More development in the interior More focused on one specific activity Good understanding of case studies or benchmarks 1. Janice Nunn: Tribal Education, London Borough of Enfield 2. Alan Hooper: Quality Manager & Food Examiner at Wye Valley NHS Trust 3. Jackie Richards: Older Dancer; Dance organization manager, DProf. student 4. Roger Mead: Independent Photographer

PART 2.

MORE RESEARCH Story telling house

Initial Concept

EMENTATI PL

Case studies

Devleoped Concept

Design Principle

Feed Back

System Map

In-depth Interview

Questionnair

Brainstorming activities

Journey map?

Observation

Personas

In-depth Interview

Expert Appraisal

Retirees

Travelers

Local seniors

In Tourism & Ageing

User journey

1. Questionnaire for travellers It is crucial that the questions were understood well by the target group. In this section, international people aged 20-35 were chosen as participants while living in the UK. The majority of them were studying in the UK, temporarily away from their hometowns, so they had considerable international traveling experience. 130 people filled out the questionnaires with a good balance in gender. At first, general questions were given, and some scenarioswere provided to understand their preferred travel and what their needs are in such situations. Aside from the very basic information, this involved choosing themes by allocating a budget, and choosing who to accompany with whom,etc.General questions were narrowed down by likert-type five-item scales, mainly for the process from organizing travel to actually going. Hence, the flow of the journey was completed when they actually travelled. The questions, finally, ended up being general questions in essay form, but theywere expected to flowrelevantlyfrom the previous questions. Even though the questions were relatively longer than the general questionnaire, most of the participants gave good quality feedback, especially in the essay form. There are three important answers. Firstly, the highest proportion of 51%, prefer to travel with two or three people. Moreover, 31% of people answered that they would like to travel with only one person. Meanwhile, 11% of them like to travel alone, and 6% preferred to accompany more than 5 people. Secondly, only 11% said they liked package tours and almost all travellers supported free travel. Thirdly, 78% said they wanted a reasonable price due to “smart consumption,” more than half stating that there is too much commercialism in the tour industry. However, as they were familiar with information technology and accessing information, they tend to spend more time finding efficiency in their journeys. In the case of the actual traveling process from planning to the end of a trip, interesting factors arose from the extreme answers such as “always” or “never”. Following this,some moderate answers were of importance due to their relevance in light of the extreme answers or a high percentage.

For example, 40% to 62% of tourists always had the purpose of experiencing new cultures and increasingtheir knowledge. Furthermore, they book accommodation through the internet, especially PCs. They do not upload photosusing an APP, to a personal blog for printing, but 44% of sightseers post photos to their social networks like Facebook. Interestingly, when travelers roam, tourist information centers, local people, and books are more partial to download the app, and local information is preferred. Furthermore, learning about the destination is essential when enjoying a new cultural experience. To illustrate, they do not always plan to go from a concept to a tour, but about 60% of people sometimes or often do it. About half of people even study history. To prepare, people use varied methods, with a similar number recorded for each means. 60% of people have a positive attitude aboutapps. Conversely, 27% of people said that they rarely use apps, and 9% of them never use them, which should not be ignored. To summarize, from the 13 questions, the figure** provides essential points to be divided by the four sections, which will be analysed further. By analyzing the questionsin essay form, there are several factors that could be found when both are combined. To begin with, sightseers are well organized, and willing to consume their time for improved travel against wasting their time or money, and also avoiding risks. That is the reason why they prefer to accompany with two or three people, rather than too big or too small a group. However, they share their experiencesthrough social networkslike Facebook. Therefore, they can roam flexibly, and have intimate relationships. Pursuing this further, one important factor is that when foreign people are going to visit another country, the accessibility of the internet can decrease. Forthis reason, they usea personal computer in their accommodation or their house where the internet is available. In the same way, people prefer to obtain information from local people, or local guidance rather than the commercial tourism industry. Hence, they also utilize tourist information centers for ease of discovery. Interestingly, they had a positive awareness about local seniors as a reliable resource. Talking with them would be a good way to learn information about the town, which also enhances the quality of a trip with a window of opportunity for experiencing new cultures.

31%

89%

Free t rav el

ing Reasona Find ble

wit 43%

male

TYPE

11%

BUDGET

ge tour cka Pa

3% % 11% 69%

Alone

WITH

% 81%

um Minimum xim a Ma

t oun Am

nt ou m

3 2~ 11% 6%

ale fem

130

57%

RSONA PE

h 5~ wit

STIONNAI UE

S RE

PRIMARY RESEARCH

1. TRAVELERS

31%

only one with

Figure 19 Research from questionnaires

Who Where How What Why

Aged 20~35, international students In the UK By internet Encourage to realize what they prefer for travel, and needs Identify general needs which will be narrowed down to personas

What is your

How do you

1. PURPOSE OF TRAVEL Questionnaires answered by 5 levels

Always

Mostly

Where do you obtain Information

2. PREPARE

before the travel

What are you acting to keep the memory

3. DURING TRAVELLING

4. AFTER TRAVELLING

New Cultural Expereince

Enlarge Knowledge

60%

40%

20% 25%

29%

22%

Search Specialties in town

34%

Book Accommodation

Web-surfing

Internet from Personal PC

51%

62%

44%

From the Local people

22%

42%

33%

Upload to Social Network (facebook) 44%

Tourist information centre 33%

2. Somtimes

To meet & talk with new people

38% 29%

20%

31%

Rarely

Read books for information

36%

33%

Finding a friend liveing in the town

Studying Studying History History 30% 30%

Get theme or Concept of travel

36%

21%

Bringing (a)Book(s)

20%

25%

Download APP

25%

27%

3. Never

4. No Reason 51%

2% Never plan

Printing Photos

Upload to Personal Blog

43%

51%

Upload to Photo APP 33%

Figure 20. analysis of questionnaires

Insights from questionnaire for travellers On-line

Off-line

Internet

Tourist information centre

Web-surfing

Book accommodation

Specialties

Non -commercial Local people

Retired People

Positve awarness

Local guidance

Ease of discovery

But apathy

Conversation

Cultural activities

Flexibility

Intimation

Meaningful travel

Free travel

Small Group

Cultural expereince

Well plan

Save money & time

Smart consumption

Social Network

Feedback

PC APP

Enlarge Knowledge Safety Figure 21. analyzed insights from questionnaires

Ken Lee

â&#x20AC;&#x153;Instead of going to unfamilar countries, I would go to near town, and have good experience with local food and peopleâ&#x20AC;?

11AM

1PM

2. Persona For the user research, two international people were observed by following their steps. As specified in the methodology, the aim of this was to gain insight and supply detailed information from the survey. Ken Lee from Korea is thirty-three years old, working in the UK for 10 years. Instead of goingto another country, he prefers to go to unknown places by car. By travel like this, he found a farm in Kent. Because he is employed, he does not care too much about the budget. However, with his wife and friends, he tried to spend his budget wisely for a better experience by setting up priorities. At 11:00am, he met two more friends and went to Sainsbury to buy

lunch. After eating some simple food in the car, they departed from London to Kent, usingsatellite navigation to find the place. They listened to music, talked, and finally arrived at the farm. His wife had already booked the place for the four people, so they immediately were involved in a guided tour which was free. The guide was a grandmother who lived in this town, so she had a great knowledge about local spots and about the fruit in the farm. She also explained how British people love cherries, and what kind of cherries are popular. There were more than seven kinds of cherries, and visitors could eat as much as they want. He said that he does not like fruit, but the experience made him love cherries. He loves to talk with people, and as he talked with the guide, the grandmother, he got some recommendations to visit another place famous for beer. It took just 15 minutes by car. He

3PM found the sign saying â&#x20AC;&#x153;Quality assured visitor attractionâ&#x20AC;?, and tried to book, but it was already full. There was another big pub with a lot of award stickers, so all agreed to go into it. When he came out, the second hand market was open. Even though he not interested in the market, he attempted to talk to people for more information about the town when he looked at some old goods. Luckily, one of the local people gave him some tickets for Leeds Castle for them all and they all went ahead there, and enjoyed the beautiful scenery. However, he felt it was very boring without a guideto teach about the history. One of the staff said that the ice cream in one place was delicious, so they all tried it. Unfortunately, he doubted the recommendation, assuming the staff might be a friend or commercially connected to the seller. Lastly, when he came back home, he saw one wheelchair guy struggling to push himself up, so he helped him out. He said that it was really hard to push the wheelchair. However, he

repeats he felt really good from it, and felt willing to help more disabled people. Insight Information from local people is a reliable resource Do not believe commercial factors from books or internet Prefer to do activities rather than sightseeing Prefer to have a guide to obtain information easily Do not save money for a better experience, but have priorities Book the place in advance, but be flexibleif plans change Always use satellite navigation to find places Be willing to help disabled people when travelling

Szuchi Wang

“I would love to stay with local seniors, because they would kindly give me a lot of knowledge about town It is the best way to have a cultural experience.”

Szuchi Wang is a student in Brunel University studying for an MSc Integrated Product Design. She is 24 years old and from Taiwan. She has been staying in the UK for just one year, so wants to have more experience to learn the British culture. Last Christmas, she applied for HOST UK to visit a British house. Normally, she should pay for it, but her university supports the payment. She stayed for two days in a British house with great hospitality with a lovely British family. Then, she realized that it was the best way to vividly have a cultural experience. Hence, she opened the window of opportunities to meet seniors. She also feels good to help some elderly people who need a helping hand, so she continues to meet them. The observation of her started one day by visiting an elderly woman’s house. Szuchi firstly found the place herself by bus, and the woman picked her up by car. When she arrived at the house and there was warm tea prepared, and one of them cooked for her. While waiting for

dinner, they talked about her studying mostly, and difficulties when living in the UK. They were warmly giving her some advice if she had any problems. While the two elderly women were finishing cooking dinner, Szuchi took a picture of any interesting things, and continued to talk about it. The two women actually met 50 years ago, and they told stories about the olddays. The dinner was actually pretty typical food, but she appreciated it as a real cultural experience. Dinner finished with handmade pie and she wanted to help to clean the dishes, but they just wanted to use the dishwasher. After that, they introduced the house. Particularly, the reception room had a lovely piano. The women wanted to listen to Szuchi play the piano, but she could not play. After coming back home, she posted the pictures onFacebook with a thank you letter. They answered her and promised to visit again for Sunday lunch.

7PM Insight High awareness about local seniors and their knowledge Spending less money for travel, but finding quality experiences Trying to learn as much as possible of a new culture

9PM

3. Case study By the same token specified in the methodology part, case studies were conducted. The aim of this research is to learn specific issues that have been successfully applied in a real market. Especially, this case study would be good for learning to solve the nine issues brought up in the feedback from seniors at the photography conference.

Lack of Motivation

The Senior Design Factory in Swaziland is a good example to learn how they valued seniors’ capabilities. More importantly, young designers thuslearn the value of seniorsand develop this within the business. Hence, young designers actually optimise and connect with existent resources. Benjamin, one of designers at the Senior Design Factory, said that elderly people generally are not familiar with modern technology, while they have good knowledge regarding traditional things such as knitting, and cooking, and most importantly they respect homemade craftsmanship. Furthermore, since a great number of senior citizens are suffering from isolation, seniors need motivations to learn, or do more activities, which would, in turn, be good for their health mentally and physically. Regarding the process, senior citizens and young designers operate the workshop and debate what is of local value by sharing knowledge with each other. From this workshop, seniors are engaged more deeply, and attract more communication even after the products are designed. As young designers respect the value of seniors, and make businesses alongside them, self esteem for elderly people increases. So far, the designers have made a smart strategy by evoking people’s empathy for these warm-hearted products. What is more, they embed the brand value in the product using seniors’ past stories and knowledge. A good example is the postcards with recipes from seniors. Through these, local seniors have createda great positive impact in terms of their lifestyles. Not only in terms of job creation,but senior citizens have alsofostered meaningful lifestyles by contributing their abilities to share with other generations, and naturally enhanced their physical and mental health. Lastly, the main touch point is off-line since they just share pictures through the website. The restaurant and shop are operated by seniors and young designers personally.

Would like to work more

Unfamiliar in Modern Technology

Culture Craftmanship

Vularable Capability

Knowledge Tradition

Local Food

SENIOR CITIZEN

Organic Quality

Web-site

Restaurant

Off-line Shop

Good Baking Skiils

On-line

TOUCH POINT

Social Network

EQUAL PARTNERS

Optimizing & Connecting Existent Recources

YOUNG DESIGNER

Lack of Awareness

Knowledge about Tradition

Fresh ideas Technology

Modern forms of Implementation

Design Ability

3-1.Senior Design Factory

Performing Projects Creating workshops with local seniors Results by local value Sharing knowledge between two generations Attract engagement Activating more communication

Making Business

Positive Impact

Increasing seniors’ self esteem - Seniors in the premium value Strong Brand identity with trustfulness

Within acceptable demand by living items Selling the value of remembrance of seniors’ stories & knowledge Evoke people’s empathy from warm-hearted products

Effects Meaningful lifestyle Contribution Muti-generational interaction Physical health Job creation

Lack of Motivation Vularable Capability

Host UK has been building international friendship by connecting local seniors and international students. They state that the aim of hosting is sharing British people’s way of life. It began in 1987 and over 75,000 students have engaged. The host day can be anytime during the weekend, but Christmas is the main day when international students are invited into British houses. From the hosting, both local seniors and international students exchange knowledge about their own culture through chatting and seniors mostly offer British food. After visiting one time, 8.7% of people contact each other continually, and meet again according to the research by Host UK.When they meet again, the students can pay back the kindness they received by cooking their own cultural food. Recently, they have gathered all recipescooked by international students for hosts as part of the 25th anniversary. International students must pay an application fee to apply. However, the fees are relatively expensive for students, at about £60. Approximately 20 universities supporting these feesandplacesare limited to about five per university. However, a good thing is they can be paid via internet, so that they do not need to pay when they meet. In considering of the senior citizens, Host UK uses phone calls, or emails in person. On the other hand, for international students, websites and social networks such as Facebook, and Twitter are used. Looking at thecapabilities part, seniors’ positive side was emphasized, but generally,positive and negative sections are nearly equally balanced. Seniors can feel good to help students, while students also can share some of the senior’s interesting backgrounds, so it is mutually beneficial. The need on both sides matches up very well indeed. However, they both could feel uncomfortable bringinga stranger into their home, or going to a stranger’s house. For that reason, Host UK guarantees a personal statement from university, so both can feel safe.

Knowledge

Old recipes

Tradition

LOCAL SENIORS

Phone

Local food

Culture

Web-site

TOUCH POINT

In Person

Optimzing & Connecting Existent Recources

INTERNATIONAL FRIENDSHIP

Social Network INTERNATIONAL STUDENTS

No chance to access Local house

Isolation

Discussing & communicating informally Good listener

Experience Unique Culture

3-2. Host UK

Host people To share their way of life To spend a day, weekend, or Christmas in a British home Promotes international friendship Exchange the knowledge of cultures Focused on the cooking Once they participate, they can contact continually

Pay to web-site

Charge for Application Fees : HOST’s administration costs Fees for finding you a placement For a weekend or Christmas application : £50 + VAT = £60 For a day visit it is £30 + VAT = £36 HOST visits are free of charge Pay to Website directly SomeUniversities are paying for application, but limitated places Asided from about 20 university students, not reasonable fees for students

Effects Meaningful lifestyle Contribution Muti-generational interaction Physical health

Less -mobile

Goodgym is non-profit organization for elderly people and runners. They initiated from the thinking that energy is wasted in traditional gyms, and there is no budget needed for a gym setting. To address this issue, they focused on the fundamental aim of exercise. That is, people exercise for two reasons - getting fit, and feeling good about themselves. Sometimes, building social links within a community would be helpful by making it a sharing act. In short, people who want to exercise are called“runners”and they are run to a house where less mobile, or solitary elderly people live, called “coaches’ house”. Thus, the coaches’ house is the goal to run for them. Runners could bring something nice such as a newspaper, a piece of fruit, etc. When a runner arrives in a coach’s house, he or she could get some tea, and talk for a while. As a matter of fact, they tend to focus more on runners who would like to exercise for good. They start visiting elderly people’s houses, and then they beginvolunteering. The way to registering is signing up onFacebook. When they participate the first time, they get a t-shirt which makes them more feel responsible about their tasks. There is strong cohesion between runners by exercising together. They also let others know about their Goodgym experience by posting it on Facebook through updates so when they participate numbers can be counted and share via the website. What is more, the higher numbers involved means elderly people have more trust in it when they visit their house. For the above mentioned reasons, there are a number of benefits from this service system. Fundamentally, isolation can be minimised in elderly people. At the same time, runners can get motivated to exercise, and feel good by helping someone. Lastly, they also get friendly human contact with both runners and coaches.

Chat

Isolation

COACHES Web-site Visit house

Off-line

On-line

TOUCH POINT

Social Network

MEANINGFUL WAY TO EXERCISE RUNNERS

No Budget for Gym setting

Energy wasted in traditional gyms

Aged over 65 : Less-mobile, isolated Motivation for being physically active

Build social links Get fit with Physical tasks

Feel good to have Volunteering

3-3. Goodgym

Run Easily sign up by facebook Committing to at least one run per week Get a goal in Coachesâ&#x20AC;&#x2122; house : Providing a good reason to go for a run Additional motivation for being physically active Have a uniform enhancing satisfaction

Do good

Positive Impact

Deliver something nice ( Newspaper, a pieace of fruit, etc) Building stronger social links within communities Impoving cross-generational communication

Effect Eliminating isolation for coaches Physical benefit for runner Positive experience of the volunteer Friendly human contact

“We envision a world made better by travel and travel made richer by connection. Couchsurfers share their lives with the people they encounter, fostering cultural exchange and mutual respect.” Couchsurfing is worldwide known website for travelers founded in 1999. The founders actually traveled to Iceland, and were hosted in strangers’ houses just by sending emails. They connected with people who would like to share their homes with strangers.Now more than 100,000 cities and 6milion members have registered, and they have developed the contentin depth. The website contains detailed content with attractive visuals that explain their value clearly, and emotionally. It also gives the motivations of each couchsurfer in wanting to travel. What is more from the basic instructions, they cover eight basic safety areas, 13 tips, and an FAQ with more than 50. There is surely some doubt about safety and there are some cases of crimes being committed, so just giving guidance seems insufficient andthe STH needs to consider this with regards to safety. Moreover, the guidance tends to be not accessible as it is very long-winded. When looking at the four separated characteristics of stakeholders,the local hosts’ positive characteristics are the key point in completing this system. Travellers would have more benefit from getting accommodation, and information, but local hosts also have nothing to lose from it. Trustfulness is all about this system, so the local host will be expecting to visit the surfer’s house next time. However, generally, it tends to be one sided regarding hosts’ positive capabilities. Lastly, a strong point of this service is communication. There is an app and website available for log-in on Facebook and it allows people to know their lifestyles in advance of the visit.Findingsuitable hosts is systemiz`edthroughcleverly categorized content and a map enables couchsurfers to easily find the location without using additional windows or apps.

Knowledge

Web-site

Off-line

On-line

Stay at House

Social Network

TOUCH POINT

TRAVEL WITH LOCAL HOSTS BACKPACKER

Not enough budget

Not enough information

Food

Vivid information

LOCAL HOSTS

APP Hanging Around

Chat

Culture

Curiocity of other Cultures

Local Friends

Living in the city

stay in, but get international frineds Save budget & increase more exting

Build social links Motivation to travel actively

Have own cultural background

3-4. Couchsurfing

Travel the world Easily sign up by facebook More than 100,000 cities have registered Vivid cultural experience with Local residents Save accommodation fees Safety guidelines Save accommodation fees

Share your life

Positive Impact

Sharing your life, and city with new friend Building stronger social links within communities Stay in, but get new international friends Talk with international people, and get motivation to travel Rediscover your city, proudly introduce a local culture

Effect Sharing inspiration Friendly human contact Save budget Vivid experience of culture

3-5. Insights from case studies 1.Senior Design factory: The premium value created from local seniors 2. Host UK:A great opportunity to experience local culture in a British house 3.Goodgym: A meaningful activity made from exercise 4.Couchsurfing: Fostering cultural exchange, and mutual respect The analyzed case studies can be summarized by these seven factors which can be learnt for STH. The specific analysis will be in the next section in the implementation plans. A positive impact by solving social problems More generational interaction Optimizing and connecting existing resources Attracting engagement by activating more communication Job creation for elderly people Using social context though design Enabling brand creation by local seniors

Exchange

needs

Socialable lifestyle

Utilizing capability

Engagement

expectation 4. Summary of insights Personal touch

Quality information

Unique experience

From this research of retirees, tourists, and case studies, six key words were at the fore. This aimed to build on the mutually beneficial aspects to essentially generate motivations from the rational reasons why they would participate. The more detailed aspects will be addressed further to be implemented.

PART 3.

IMPLEMENTATION PLAN

1. Mutually beneficial aspects From conducting four case studies, the importance of balancing needs between two stakeholders can be seen. A good balance means they should be convinced to join this service without problems or risks. Goodgym focuses on the runnersâ&#x20AC;&#x2122; characteristics more than that of coaches. As a consequence, the concept has a propensity to be vague since they have varied activities and recently without much interaction with elderly people. In the case of Couchsurfing, it is more a favor from the host. For that reason, tourists would be at risk of sudden cancelation. In a nutshell, the STH would balance the positive and negative aspects between these two ideas. The provided diagram for STH also has the same format as one used for the case study, and some important aspects have been emphasized from the dimension of the circle.

Curiocity of other Cultures

Living alone Lack of Motivation

More budget for cultural experience

Hanging Visit house Around

Off-line

Vularable Capability

Tradition

No chance to access Local house

Not enough information

Feel good to have Volunteering

TOURISTS Less life experience

Not enough budget

Craftmanship

MEANINGFUL WAY TO TRAVEL

Social Network

APP

was expert in some areas

Culture

Good Baking Skiils

LOCAL SENIORS

TOUCH POINT

On-line

Rememberance to tell

Local food

Knowledge

Unfamiliar in Modern Technology

Web-site

Good listener

Experience Unique Culture

Have own cultural background

Modern forms of Implementation Build social links

Motivation to travel actively

Technology

Energy of insipration

Trial

Limited contents

Connect experienced seniors

Simple Activities

Talking

2. Safety, Reliability and Trustworthiness Couchsurfing proves that people are willing to bring strangers into their own homes or stay in a strangerâ&#x20AC;&#x2122;s home. However, with such a great number of registered members, it is inevitable that some victims exist. The reason for this is that Couchsurfing does not specify, or narrow down its target segmentations. In this regard, if it could remedy its shortcomings, safety could be improved. When it comes to Goodgym, they made a clear concept that runners be aware that they are volunteering. For STH, some aspects need to be considered since some elderly people live alone with very few social relationship and bad financial situation. In that case, the categories would be associated with traveling to feel good and have deep experiences as a volunteering activity.

Drinking Tea

Board Game

Posting

Access more activities

Build trust

Membership

Host UK is also a good example of a safe activity. Seniors are certain of the background information of the visitors as international students studying in the UK. That also means that they have passed the visa process to stay in the UK. For the STH, backgrounds could be checked in a similar way. Regarding Couchsurfing, general information is available, but it does not provide detailed identification that can be trusted, so basically it is based entirely on trust. However, once they participate they can get references from other couchsurfers building trust within the virtual community. Similarly, STH could provide profiles linked through social networks such as Facebook, LinkedIn, and Twitter, etc. Moreover, their background lists should have hyperlinks set up for their education, company, or even volunteering experience. Couchsurfing, and Goodgym retain statistics about how many times people have participated or obtained reference from participants. STH would develop this idea to a membership level using statistics and feedback. However, problems might arise from the initial participation. They need to experience STH at least once or twice to get to a higher level. To address this, visitors would join a trial program which is a simple activity with people who are not living alone. For instance, drinking tea or just talking would be simplest activity for the trial part. Hosting people for sleeping, moreover, involves risks, which therefore can be accessible when they participate more times.

Bronze

Silver

Gold

Talking

Cooking together

Staying at home

Drinking Tea

Watching movie

Drinking wine

Board Game

Going to party

Access all activities

3. Financial implications Senior Design Factory and Host UK put a premium value on a high price. Despite this, users are willing to pay for it. It is largely because people are aware of the value and their needs are understood. On the other hand, Goodgym and Couchsurfing do not set up any payment system, keeping it a free service. The former service is regarded as volunteering, while the latter tends to rely on kindness to travelers who can pay back next time. Taking these issues into consideration, STH can have a different payment system depending on the activity. The contents need to be organized well to reflect the upgrade from general to premium. Some free activities would be categorized as volunteering, while others would be premium activities. Activities would be evaluated by experts in how well they contribute to cultural identity, divided by the three of: Basic, Volunteer, and Premium. In the case of the payment system, it vary depending on the activity. Firstly, volunteering work does not have any category as it is free. Moreover, the other two levels have four different ways to pay back. If the activity is simple, then it will be free. However, when the activities require a budget, or a burden is placed on hosts to prepare for the visitor, payment can be in three ways: through gifts, tasks, or money.

Pay back to Local seniors

volunteer

Basic

Primium

free

task

present

Bronze

Silver

Gold

Cooking Talking energytogether

Staying at home

Drinking Tea

Watching movie

Drinking wine

Board

money More demand Expensive

Qualification by the number of participation

Going

free Knowledge

present

time Less demand Cheap

4. Platforms to operate

4-1. Online: app, website 1. Attract travelers to STH 2. Easy access to STH 3. Visualizing cultural activities for easy access 4. Elderly people receiving feedback 5. Easy communication between the elderly and travelers The main purpose of the app and website is to access the location and activities. The second important aim is to learn cultural activities. To exemplify what does it mean is that, when tourist has done activities with local seniors, they will post photos with feedback. This action would automatically reflect the order of priority by the dimension of photos on the map. Even though local seniors are not familiar with using online, they can still have the opportunity to see their photos themselves, or at the tourist centre. It also enables them to make active communications between elderly people and travelers since the booking system secures their place, and if they have some unexpected situation, they can always send an update.

4-2. Offline: Tourist information centre 1. Utilizing Tourist information centre to communicate better 1. How elderly people can make activities 2. Communicate with tourist centre, and update it once a month in person 3. Tourist information centre updates the confirmed activities As technology has advanced, tourist information centres tends to becoming obsolete, with their usefulness to people declining. Considering that 1 billion people are now using smartphones in the world (mobile market research, 2012), there is little need to visit tourist centres to get information as it is all available on smartphones. In many ways, this centre represents an opportunity for STH. For example, the tourist information centre could be used to mediate between tourists and local seniors. Especially, a strength is the location, and anyhow their main task is providing information on some places. When we look at how the centre as it used to be, it was the first place to visit when tourists arrived in a certain place, mostly in order to obtain basic information or materials, such as maps. In some cases, visitors asked about special events or recommended some places. Either formal materials or the informal information coexists in this place.

An increasing number of tourist information centres have been renovated in their interiors, or rebuilt to improve the exterior. Since the STH would have a brand identity, some tourist centres could apply the same theme in their exteriors, or interiors, which might also reduce the budget. As in part 1 in this chapter, the interior could be a communicable space, and the exterior could have a big STH sign. However, presently the costs would be too high for the current budget, but these are areas to explore in the future. Accordingly, there would be no big changes, but there would be more communication with the center and the employers in the center would be tasked with managing the STH. To get some opinions regarding this, simple interviews were carried out with employees in a London Tourist Information Center. The interviewee is satisfied with working in the centre because the work environment is very convenient, and he likes talking with people. Also, there is a small team working in the center to help create a friendly atmosphere. For these reasons he was happy to have one extra around the STH, and he also said that his sense of accomplishment will increase by doing something positive. Provided five pictures are from the same place, including a number of different sources which would be good to advertise the STH.

Tourist information centre

story telling house

Communication to operate

Figure 22. Diagram of expressing co-relationship between tourist information centre and story telling house

About 1000 templates are available

A. Interview an employer in the London tourist centre.

Sell maps and book for more information

Local transportation payment

a number of big display shows information

Big maps for a interative communication

4-2-2. Creating activities Local seniors can create their own activities by discussing at the tourist information centre. Employees in the centre will then update the activities via the app and website. Also, tourists can contribute as when they participate, feedback would be required in three ways. First of all, they can give feedback via the website. The second and third ways can be done in person. They can not only talk directly with local seniors, but also via the tourist centre. In a nutshell, the essential source of activity creations is â&#x20AC;&#x153;inspirationâ&#x20AC;?. It would invisibly evolve with stakeholders and constantly develop as time goes by.

4-2-3. Flow activities "What makes a life worth living?" Noting that money cannot make us happy, Mihaly Czikszentmihalyi looks to those who find pleasure and lasting satisfaction in activities that bring about a state of "flow."

High

Mihaly Csikszentmihalyi has conducted some activities to make life meaningful and increase happiness through â&#x20AC;&#x153;flowâ&#x20AC;?, the mental state of operation (2008). When fully involved and enjoying, people feel an optimal experience. In other words, the optimal experience makes people release flows of energy. By looking at the provided graph, it explains there is a flow channel showing levels of enjoyment. At first, when they start an activity, it would be in the flow channel where they experience rudimentary skills which are not challenging. After some time, when people feel bored or anxious by facing new challenges, they will break the bounds of the flow. However, they will come back to the channel again when they overcome to get skill or find the interest again. This flow notion shows that the activities for STH would be very simple, not rising to A2 or A3. It would be for volunteering activities or basic levels as explained in the financial implications part. For experienced elderly people and visitors, the complex activities would be allowed in some points, because they would pass A2 or A4 when they have a number of experiences.

Low

l e n an

Anxiety

Low

h C w Flo

Skills Figure 23. flow channel (2008)

Boredom High

Whitstable

famous for oyster festival & sport activities

4-2-4. Gathering activities from the town

Total Population

30,195

49,138,831

Over 65 years old

23%

16%

BBC news, 2009

In the UK, there are a number of towns with a high density elderly people. Among those, Whitstable seems a good location to implement STH at first. It is because the town has good access from London, a lot of interesting activities such as the oyster festival and sports activities. 23 percent of the population consists of older people, which is 7 percent higher than the national average (BBC News, 2009). In this town, I carried out in-depth interviews with 20 seniors. The purpose was to obtain opinions about the core ideas at first, and then gathering activities for the hypothesis if they could join the real STH. There are some insightful data gleamed from these interviews.

INTERVIEW

“Would you like to invite travelers to your home?”

20%

ree Ag

% 80

Disagr ee

Agreed by 16 Disagreed by 4

Local Seniors

Among 20 seniors, 80 percent agreed, while 20% disagreed to the STH idea. The main reason they would like to invite people to their home was that they have abundant time, so it would be a good way to be more productive. Moreover, people mostly have their own houses with spare rooms, and positively would like to share that with other people. Generally, they have a positive attitude, and would like to kindly offer activities for free. On the other hand, four seniors negatively responded to the STH idea. It was largely because they had very conservative attitudes to new things. The first reason was that he already had a log of volunteering works, so he did not want to join any others. Secondly, a woman disagreed that her town would be a good tourist attraction, and activities would not be enough to attract people. Lastly, one senior’s house was not in good condition, so he did not want to invite people there. The key point here is there is a need to motivate some of the more conservative seniors to convince them of the idea. Meanwhile, I have gathered ideas about what activities they are willing to offer in Whistable, Kent, and London. Interestingly, all the answers were unique, and reflected their personalities, capabilities, and backgrounds of the interviewees.

Gathered Activities

BOARD GAMES

WALKING TOGETHER

GOTING TO EXHIBITION

COOKING

HELPING THEIR BUSINESS

HISTORY

OPEN MARKET

GARDENING

READING

GOING TO CHURCH

DRINKING TEA

GOING TO CHARITY

KNITTING

WALKING TOGETHER

MAKING SOMETHING TOGETHER

story telling house

Invitation to tea -Invitation to tea: once every two weeks This couple did not have good physical capabilities and could not go out often because of that. Hence, they liked the concept of STH, and were willing to participate. For that reason, they would not prefer to do something too active. In this sense, they chose invitations to tea as their own activity. They also made an idea that they could make British tea with scone or cake, so that visitors will have a good cultural experience.

Helping business -Helping their business: once per week A family, who operates a cherry farm, strongly supports the STH idea. They would like to offer a place to stay, and even food for visitors. It is largely because they need hands for their farm. Another important point was they are willing to offer telling stories about the town since they were born there. They seem to enjoy creating their own activities for fun, and one idea was to make cherry jam together, and share it. Nearby the cherry farm is the sea and

4-3. System map This service is initiated from a service provider who creates the website and app. Once the service is activated and some STH emerge, tourists can access the service. So, to use the service registration is required. They can sign up directly by the website, or synchronize it via social networks such as Facebook or Twitter. When they find an appealing activity, they would book by paying fees depending on the content. After that, they could use the app to find the location and firstly to the tourist information centre to confirm the booking. Even though they can directly go to the booked house, there are a number of benefits in dropping by for additional information. Finally, local seniors and travelers meet, and enjoy spending time with some activities which are specially created by the senior. Tourists would be encouraged to post photos on the website or app, so that the information will evolve. The local seniors, moreover, do not need to use an app and website. Instead, they will communicate with employees at the tourist information centre. The centre facilitates discussion on what activities would be appropriate considering the personalities or cultural aspects of the visitors. Once they confirm it, the employee will update the activities to the website, and seniors will have a toolkit to put on their house. Local seniors always can go to the centre to discuss more about the activities when they have ideas, or just get the tool kit. Depending on the location, phone calling, and email can be used as a tool between the two. At the final stage, local people will receive the payment. Optionally, they can see photos online either from their computer, or at the tourist information centre.

SERVICE PROVIDER Start

TOURISTS

1. SERVICE PROVIDER CREATES WEBSITE & APP

4. PAY FEES

4. OBTAIN FEES

2. TOURISTS ACCESS TO WEB SITE & APP

4. PHOTOS FROM ACTIVITIES

3. REGISTER/ SIGN UP BY SOCIAL NETWORK 7. POSTING PHOTOS AFTER THE MEETING WITH SENIORS

LOCAL SENIORS

UPDATE ACTIVITIES

TOURIST INFORMATION CENTRE 5. CONFIRM THE BOOKING 5. DIRECTLY VISIT TO HOUSE

7. TRAVELERS & LOCAL SENIORS DO CACIVITIES TOGETHER

TOOL KIT

.. SENIROS GET THE SIGH

.. SENIORS UPDATE ACTIVITIES 6. GET INFORMATION OF BOOKED HOUSE

Figure 24. Design plan. A design tool-box to facilitate solution oriented partnership (2008)

5. Pilot interview In this interview, the core idea of STH was centreed on the British house. The aim was to get some real opinions on what hosts actually experience. Participating myself as a guest, I also conducted interviews to obtain feedback from the host. The host was living in a small rural area where few buses reach. Before making the appointment, we discussed what he would like to offer as a cultural experience to travellers such as British tea and cake. The participantâ&#x20AC;&#x2122;s name was John who was 65years old and was a retired Catholic priest living with his wife. He used to work as a police officer, and his financial situation is quite good. Organizing the schedule in advance, he prepared British style sandwiches, cakes, and crisps were prepared. Firstly, he was introducing a huge garden. It enabled a long conversation about how he managed this garden, and also he explained his lifestyle. He introduced his favorite tea, and I tasted what he had prepared. Since mostly he had made it himself from this garden, it was very meaningful and he was very proud of it.

Sharing the idea of STH, he strongly agreed with it, and said he would like to participate. The reason is that he knows a number of elderly neighbors who live alone. When they do not have a good physical condition, they cannot go out. He is healthy, and would like to do volunteering to feel good about himself. The important insight comes from this attitude. That is, local seniors, with stable financial and physical situations would like to bestow a favor for less-able people. Our society should be coordinated and the community should be together for positive things, according to John. From this pilot research, the STH idea has empathized from the one of stakeholders. There were more unexpected activities, but also interesting additional activities and conversations during that time. Although the meeting was just for 2 hours, it was enough time to cover everything. Hence, another appointment has been made. John would like to offer Sunday lunch for the next time, and I as a visitor made a promise to send all photos taken. Regarding that point, the further contents for continuing friendship would be useful.

6. Expert evaluation The expert evaluation has been performed by two experts in tourism and ageing before prototyping STH by service design tools. From this evaluation, some impacts from STH to society could be realized. First of all, Aryeon specialized in tourism with a Master ‘s degree from Bournemouth University, and she made notes for the tourists’ points of view, and also the tourism market. She pointed out that this service system would particularly show the ability to experience the authentic local culture and at the end to store these in the long-term memory for later retrieval. From the markets’ point of view, moreover, virtual tourism by digital has been important to facilitate optimum experiences. Furthermore, Jackie Richards, project manager of Older People Active Learners of EU project, made an evaluation of the points view of local seniors. She admits that this system is promising for the 21th century and for the future. Elderly people would be financially secure, independent, and playing active roles in their communities with this system, according her. Beyond stakeholders, it also gives the opportunity to develop tourism and local communities. The common indications were regarding on the long-term aspects. That is, the government has a responsibility to keep older people healthy, active, and independent for as much as possible. In this connection, this concept would play crucial role to achieve it effectively by engagement with less cost. This is far more economically sensible than providing drugs for those who depressed and isolated or care homes for people who could be leading independent lives. They also pointed out the strong aspect is it has ‘win-win’ strategy. Two stakeholders who have different needs willinteract, and each of them will get benefits from each other. At the same time, two problems will be solved, while it will evolve itself by the stakeholders.

7. User journey In this section, every single scenario is going to be attempted to show by user journey. The video is available to watch in this link.

https://vimeo.com/69992926

WEB-SITE

APP

Brighton

DOUBLE CLICK

Julia & Judy’s house

SATURDAY DINNER

“BRITISH FOOD”

BOOK

VISIT

CONFIRMATION

BOOKING

JULIA & JUDY’S HOUSE

“BRITISH FOOD”

TALK

EAT

TAKE PICTURES

POST PICTURES & REVIEW

EVOLVE

APP

EVOLVE

APP

As time goes by

Beneficiaries Seniors: Meaningful lifestyle

Tourists

Tourism

Retirees

Local community

Tourism: enhance cultural identity

Local community: harmonize local people Towns

Society

CHAPTER.

RECOMMENDATIONS

The recommendations chapter has the purpose of reviewing the results of the concept journey, and addressing the next steps to be carried out.

seniors was the core method to develop the concept. It was also an important finding that almost all seniors were very interested in the topic, and discussed it for more than 1 hour.

According to MacLeod, Clarke (2013), engagement is key to increase productivity to transform people’s lives, especially for the relationship between two stakeholders in companies, organizations and consumers of public services, etc. It is especially important in establishing mutual respect through active participation. The impact would be maximized when the needs match up well which even results in a triple win: for the individual, enterprise or service, and the country as a whole. Moreover, Naoto Fukasawa asserts that good design is about finding or grasping the hidden value in our life (2012).

On the other hand, when the STH pilot was undertaken, there were future developments which required deeper consideration. For example, one regarded friendship, cohesion and encouraging people to contact each other continually. There is no doubt that more communication increases cohesion between people. In the same way, people would find empathy after they do meaningful activities together. Therefore, all services provided in the case study have good aspects to create cohesion between users. To support friendship between stakeholders, more means for communication would be required. The app and website have been considered as main means to use this system, but other means would be designed for seniors who are not familiar with modern technology. In the future, when the STH acquires a thousand users, some other ways could be added, such as analog sensibility. For instance, postcards could be offered from tourist information centers by immediate printing from the activities, or just using an STH postcard.

While settling on the core idea, one in particular kept popping up and was focused on: how to ensure the individual benefits society. The STH idea was judged by these two points: bringing a big change to society; utilizing existing skills and values while economising effort. The difficulty of the project was its broadness, so some limitations were present when implementing at the individual level. For this reason it focused on identifying interest and finding premises, promoting the concept. In order to find the big idea, the first term used data as much as possible in the team, ‘MondayBlue’. More than 50 important issues from forecasting dealt, and also roaming many places to gain valuable insights. The idea was actually settled on during time spent in Scotland at a “storytelling café” There was a schedule for which local people told stories about their own towns. It was possible due to the demographic changes that had occurred. Inspired by this idea, the concept has developed further with a great deal of primary research. The benefits of this topic were clear from my own personal experience as an international student. I had a great opportunity to research about tourist behaviour and I was a potential stakeholder in such a project. Case studies played an important role in implementing ideas by comparing cases, and learning business specifications. During the desk research, the primary research always proceeded simultaneously. Especially, every weekend, I visited towns that some seniors had recommended for the STH concept. Indeed, talking with local

Research on companies would be needed to establish infrastructure and admin support to promote interest and support of not only local older people, but also tourists. To exemplify what I mean, some organization or companies could be involved in getting more reliable structures. Richards (1948) has suggested making connections with an insurance company, so that both tourists and local seniors would feel more secure from risks. For this, a more feasible business plan would be necessary. Based on the experience of Richards, who used the example of a similar real project, as explained in the expert interviews, a thorough marketing plan will be needed. This includes securing stakeholders, promoting to the right markets, finding unique selling points and more. It will be realised when actual stakeholders are found in real situations. To do this, sufficient resources are needed to ensure all scenarios are prepared for. There will be a number of required actions for the implementation plan, but most important is exploring possibilities for lifelong opportunities. Organisations such as WEA, Age UK, NIACE and the Design Council offer services. They might be interested or could suggest further ways to take the STH forward.

CHAPTER.

CONCLUSION

The service system of the STH was created from the aims, answering the key question, and achieving the six objectives. Furthermore, there was a great amount of research which combined primary and secondary research. Initiated from the literature review, a wide variety of research was completed â&#x20AC;&#x201C; observations and in-depth interviews, questionnaires, personas, pilot interviews, and expert interviews. Creative design thinking was potentially the most important, which was formulated from the research. To do this, discussions with two stakeholders were essential and these ideas were reflected in the real needs of users. As a great deal of primary research was planned to gather data, persuading people with appropriate materials was important. However, the presentation with some slides was effective. Therefore, the video was created in the middle of the project, which worked very well to generate more opinions from the local seniors. It could be seen that inspiring interviewers is also important to get more enthusiastic feedback. Also, showing one important visual to explain as much as possible tends to be important too. In this way, the process from initial concept to the implementation plan was successful since the first stage naturally created a lot of visualizations. Marc Stickdorn defines service design as an interdisciplinary approach combining numerous skills in design, management, and process engineering. As I used to be a product designer, design to me has generally incorporated form factors. In this regard, focusing on the service design in this project, it has been a great opportunity to see design from a bigger point of view. Tim Brown (2009), one of the pioneers of service design, is saying that designing perhaps intangible things is of more worth than physical things. As such, I intended to focus on the intangible factors which could be intentionally designed to be inconspicuousness. As a consequence, a big challenge faced me regarding how to tackle the questions without any tangible factors. However, it really contributes to broaden and deepen my design thinking aside from physical, materialistic things and also learning a great number of service design tools.

To summarize the academic contribution to knowledge for this proposal, a number of research tools were attempted, and encapsulated in the concept in a practical way. The literature review summarized the essential background to clearly show the needs of working after retirement. A sector-wide interview survey enabled the collection of useful insights for looking at the issue in detail and realizing valuable information. The questionnaire also played a pivotal role to understand usersâ&#x20AC;&#x2122; needs by giving form to questions which answered directly how the concept should be developed. The case study was the key to implement the STH concept, and a great chance to applied it through service design tools.

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APPENDIX

Evaluation on the service system Aryeon Yang (Bournemouth University) When I heard about this service system the first time, I was very impressed. As I study tourism and events, providing this service system on the web with tourists and visitors in other countries has greatly impacted the tourism industry and marketing in the global market. There are several advantages that explain usefulness of this application service, as below. First of all, this service seems to offer enormous opportunities for first experiencing endemic cultures. As tourism is basically founded upon experiences, most tourists really want to experience new and unique cultures in tourism attractions. Particularly, they have an insatiable appetite for experience in new places. According to research on relations between tourism and experience, they want to not only communicate with local people, but also feel their lifestyles. For instance, a number of tourists around the world tend to seek “homestays” to experience local peoples’ lives as well as their traditional cultures. The various feelings generated by these experiences stimulate emotions and such emotion is stored in the long-term memory for later retrieval. If the application is operated, it is easier for tourists to search for visitor experiences, and makes diverse kinds of experiential tourism products more accessible to travellers. Secondly, it has a huge ripple effect in the tourism market. With increasing technical development, many researchers are interested in information and technology such as mobile application and knowledge provided via the web or Smart TV. Especially, they make an effort to conceptualise virtual tourism through mobile technologies. As a result, many mobile services that not only apply to tourism products but also facilitate virtual experience have gradually increased. I think that this application service will be significantly useful for mobile users to find service products which consider tourism destinations as well as their needs for certain experiences. In addition, as this service does not exist in the UK, it is very innovative. Hence, I believe that it is worth developing and investing in this service as it could have considerable influence in the tourism industry.

A short evaluative report Jackie Richards (Founder/Manager Creative Dance 60+ /DProf Student – Institute of Work-Based Learning, Middlesex University) I feel privileged to have met Jeong Heo and been given the opportunity to comment on “Story Telling House”. It has been a positive, interesting learning experience meeting Jeong and I hope we will continue to share ideas in the future. Jeong is a confident, talented young woman who obviously has acquired an excellent understanding about the lives of older people and travellers and how these different social groups can be brought together for mutual benefit, giving opportunities to develop tourism and local communities. Jeong approached me at Brunel University’s Photographing Everyday Life Exhibition: Ageing, Lived Experiences, Time and Space on Friday 28th June 2013. She enthusiastically explained the outline of her project and her innovative ideas. I was delighted to respond because I am an older person myself who is involved in a work-based doctorate about “Active Older People Participating in Creative Dance” considering ways older people make choices at this stage of their lives when they have competing aspirations, responsibilities and needs. She invited me to meet again on September 20th 2013 so I could find out more and evaluate what she had done. Jeong kindly went through her project design and report in more detail and asked me to consider and comment on the concept and activities her project raised. I was impressed with the clarity of her project design and way in which the project plans were set out. She had used her literary review and mixed-methods research to learn about the needs of older people and ways to ensure young travellers could benefit from meeting and engaging with older people. She had chosen a project that is pertinent and relevant for the 21st century, at a time when there needs to be new solutions to enhance the demands of demographic change, austerity and ways to keep older people financially secure, independent and playing active roles in their communities. Her concept is not just theoretical but could become a reality with the right sponsorship and financial backing. By co-incidence, I led a European Leonardo Da Vinci research project involving partners from Italy, Barcelona, Bremen and the UK (Older People Active Learners (OPAL) in 2005 – 2008) which developed a prototype for a portal with modules. The project was successful

but the outcomes were not developed or promoted, apart from presentations at a few conferences. Jeong’s “Story Telling House” is an innovative enhancement on aspects the OPAL ideas including concerns about older people’s learning, sharing skills, writing and developing narratives and travelling and visiting places. This has been a strange co-incidence! Jeong approaching me at the exhibition and subsequently we finding out that our independent work overlapped and shared common interests. I am delighted to have had the opportunity learn from Jeong. I was particularly impressed by the way in which her project design, research and methodology were presented using graphics, pictures, sketches and the written word. The “Story Telling House” Project is, in my opinion, an innovative, well thought-out concept which would enhance any town, village or neighbourhood, bringing older people together; encouraging them to have more meaningful, fulfilled lives and enhancing better relationships between the generations and goodwill across nations. Well done Jeong! “Story Telling House” is realistic, innovative and exciting and I hope there are opportunities in the future for it to come into being. Thank you for sharing your work with me. Jackie Richards Founder/Manager Creative Dance 60+ DProf Student – Institute of Work-Based Learning, Middlesex University

Survey for Dissertation Greetings!

4. Do you prefer to travel alone, or accompany with few people or a lot of people? Mark only one oval. Alone

This survey has been established to bridge local retired people and travelers in the local community. All answers and matters related to this survey will be confidential. Therefore, your honest and sincere response will be greatly appreciated. It would take 5-10 mins to complete this survey. If you are interested in my topic, please go to watch movie from following link. http://vimeo.com/69992926 Thank you. 2013.8

11. Stage 1 (planning). What is your purpose of travelling? Please, get more score when you agree. Mark only one oval per row. 1

with just one more people with 2-3 people with 4-5 people with more than 6 people 5. --- what is the reason? ex) Alone / freedom

To meet and talk with new people To have a new cultural experience To thrive on adventure To enlarge knowledge To study history

* Required

1. Gender Mark only one oval. Female Male

6. How do you allocate budget for travelling? Mark only one oval. Minimum amount Finding reasonable amount

To visite famous restaurant or cafe 12. Stage 1 (Before travelling). How are you preparing travel? Please, get more scores when you agree Mark only one oval per row.

Maximum amount 2. Age Mark only one oval. ~20 20 ~ 25 25 ~ 30 31 ~ 40 41 ~ 50 50 ~ 3. Occupation Mark only one oval. Student Employed Retired Unemployed

7. What kind of theme of travel are you prefer? Please, choos two from the list Check all that apply. Sight-seeing Culinary tour (Food) Leisure Festival

Search specialties of the region

Downloading APP having full information of the region

9. --- If you anwser " free travel ", what is the reason?

Never plan 13. Stage 2 (During travel). How are you obtain information while travelling Please, get more scores when you agree Mark only one oval per row. 1 Tourist information center Book

10. --- If you anwser " package tour", what is the reason?

Read books for information

Finding people living in the region

Package tour

Web surfing for information

Meet local people

Free travel

Book accommodation

Cultural experience

8. What kind of types of travel do you prefer? Mark only one oval.

Get theme or concept for the meaningful travel

APP from Smart phone Internet from Personal Computer Local people

14. Stage 3 (After travelling). How do you manage your photos from travel Please, get more scores when you agree Mark only one oval per row. 1

16. If you spend time with local retired people during travelling in town, what are you expecting to get from them? Please, get more scores when you agree Mark only one oval per row. 1

Upload to personal blog

£10 (Same as average) I do not mind whether it is expensive 21. Do you have any idea for the more fun, and meaningful travel?

Behind story about town

Printing it, and keep in analog album

Enhancing the awarness about elderly people

I do not take pictures

Feeling good to help them

15. By this point, it was for inventing APP for travelers, which enables to meet local retired people in order to experience local cultural activities. How about your awarness of aging? Mark only one oval per row. 1

17. When you get some tea, or lunch from local seniors, what would you repay for their kindness? choose everything you would like to do Check all that apply.

Pay appropriate fees Assistance with daily household chores Send photos taken during meeting Listen carefully, and try to be a good companions 18. If some grandmothers or grandfathers offer lovely empty rooms in their house, would you like to accept it? Mark only one oval.

I do not mind them I would like to stay with them I would not stay with them

22. What APPs, or website have you been using when you travel? ex) Google map, Couchsurfing, trip advisor, transportation map, etc.

Prepare a present

They are conservative

They are old-fashioned

£1~4 £5~9

History about town

Just keep in personal computer

They are of wisdom

It should be free

Information about town

Upload to photo APP - Instagram

They are kind

Inner peace

Upload to social network Facebook, or twitter

I am not familiar with them

Wisdom, knowledge

Upload to internet group

I like them

20. Assuming the average of accommodation fees is £10 for one day, how much would be appropriate to stay local retired people's house? Mark only one oval.

23. When it comes to the problems you encounter during travelling, how would you like to change * Please, describe it as much as possible. :)

Never

I would love to

19. --- If you anwsered NO, what is the reason?

THANK YOU