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Meet Nourhan K. Hegazy
Human-Centered Ethnography
Design
Social Systems technology
Canadians deserve safe, effective and high quality Natural Health products. Recognizing the overload of information available -- some consumers may find filtering through this data challenging. This exploration sought to uncover how may consumers make more informed choices about NHP Products?
Research Methods
Personal Inventory
AEIOU Observations
Intercept Interviews
Expert Interviews
Naturopaths
Pharmacists
The following project was part of a Public Policy Innovation Class at OCAD’s Strategic Foresight and Innovation program in partnership with Health Canada. Team: Nourhan Hegazy, Mithula Naik, Theresa Slater
hygiene Sleep
Health Canada An Ethnographic Study of Natural Health Product Users in Canada
entertainment
leisure
Cooking
Pharmacies
NHP Stores
China Town
Online Spaces
Bedroom
Kitchen
Bathroom
Living Room
Personas & Journey Map
User Risk Spectrum
High
Mapping Players in the System
Larry the Last Resort
Google Reviews
doctor recommends muti vitamin for general health
Sale on different of Brand
regular use
He doesn’t recognize a difference, even though the concentration of drugs were different
Family Blogs
communities
Online E-commerce
Online Communities
Online Professionals
Larry is brand loyal. He only trusts brands he’s used for a long time. His doctor refered him to a multi-vitamin three years ago and he has been complying since. However, recently he is trying to save money due to economic constraints.
Influencers
Traditional Outlets
Grocery Stores
Access to Credible Information
After Using NHP
How may users keep Health Canada informed?
Friends
NHP Producers
Before Using NHP
Health Canada
Distributers
Consumer
He uses it chronicly for long durations
Moment of Choice “Based on price”
Gyms Pharmacies NHP Stores Pharmacists
Spas
Naturopath
Health Institutes
Doctors
Larry the Last Resort
How may Health Canada keep users informed?
Trendy Trevor
Here’s about proteing shake from friends who have tried it.
Needs to get fit.
Trevor likes to follow the latest trends. His friends recently recommended a protein shake that will make him beach ready for the summer. He trusts his friend’s experiences with the product.
Uses NHP with wrong diet
He has a dramatic allergic reaction to the shake
Joins a Gym
Moment of Choice “Considers his friends Experts and overlooked his needs”
Trendy Trevor
Low
Gigi the Granola
Gigi the Granola Suffers from anxiety
Low
Frequency of Use
High
Gigi considers herself an expert on natural health products and uses them regularily. Recently, she has been feeling much anxiety and is not comfortable speaking about it. She is also taking birth control pills.
Uses NHP anti-depressant in parallel with birth control
Reads Reviews Online
Explores Options in the Market
Moment of Choice “Considers herself an Expert and overlooked warnings”
Becomes Pregnant due to Adverse Effect
NHP User
Doctor Pharmacist
Touch Point
Connect users to consultation
Pharmacists ask about Allergies but don’t ask about NHPs.
Highlight risks through visual dialogue
incentivize users to report adverse effects
Add Question: What NHP products are you using? Have you previously experienced Adverse Effects? Health Circle
Communication
Human-Centered Ethnography
Strategy
Design
Social Systems technology
cARTe Blanche aims to engage and empower Torontonians in the selection and curation of Public Art throughout the city. The focus was on building an innovation startegy for the small organizations that ensures value co-creation as well as financial sustainability.
Regeneration & Accessibility of Public Art
The following project was part of a Business Model Innovation Class at OCAD’s Strategic Foresight and Innovation program in partnership with cARTe Blanche.
cARTe Blanche Core Values
Team: Nourhan Hegazy, Jennifer McDougal, Angith Mohanarajan. Public Engagement in Selection of Public Art
cARTe BLANCHE search
cARTe Blanche Innovation Strategy for a Public Art Matchmaking Platform
Replicability of Model for Other Cities
EVENT DRI VEN
A LOOK INTO POSSIBLE FUTURE(S) FOR VALUE CREATION
N UI T B-L AUN C H
H
RE S TRICTE D
L
RP
CF M
SF H
M
RP H
CF M
SF M
CLOS E C A L L
CURAT I ON
FUNDI NG
LEGEND L - Low M - Med i u m H -High
FP
Relationship with government
Argument and Rationale
UN RE S TRICTE D
FP
c A RTe B-L AUNC H
Need
Contribution
Authorizers
Allies
Special Interest
Public Interest
Reporting to
Aligning with
Relationship of artists and public
Beneficiary Artists
Public
Artists as separate
Artists as citizens
OP EN C A LL
FP - Financial Performance RP - Risk Performance
FP
RP
CF
SF
FP
RP
CF
SF
H
H
M
M
M
L
H
M
CF- Cultural Fit SF- Strategic Fit
COM M UNI T Y DRI VEN
THE EVOLUTION OF VALUE PROPOSITIONS F OR PUBLIC ART
KEY
HOW MIGHT c ARTe BL AN C HE L EAD? C HAN GE? IN NOVAT E?
S TAKEHOL DE R S
Local Communities OPPORTUNITIES FOR INNOVATION
V IABILIT Y
EXTERNAL STAKEHOLDERS Government (Financiers) Corporate Sponsors (Financiers) General Donors (Financiers) Local Communities (Financiers) Visitors/Tourists (Audiences)
application or platform for stakeholder engagement that Art Orgs/ Boards
General Donors
Govt
Press/Media (Audiences)
General Public
CONNECTED STAKEHOLDERS Venues (Suppliers/Financiers) General Public (Voters/Customers) Public Art Events (Customers)
Artists
OPPORTUNITIES FOR CHANGE
Venues
Focus on Platform Development
combines multiple types of innovations (Doblin, 2014).
FEASIBILIT Y
Build unrestricted revenue streams into platform develop-
Long Term Unrestricted Funding
Press/ Media
Art Organizations/Boards (Financiers) INTERNAL STAKEHOLDERS
Develop a defensible social innovation by designing a web
ment and generate income through own efforts to ensure long term financial sustainability.
Corporate Sponsors
Public Art Events
OPPORTUNITIES FOR LEADERSHIP
Artists (Suppliers/Distributors)
Visitors/ Tourists
DESIRABILIT Y Customer Intimacy Strategy
Develop a customer intimacy strategy and system to lead a social process between Artists, Venues and Public, with minimal intervention.
Communication
Human-Centered Ethnography
Strategy Innovation
Experience
Design
Foresight
Social Systems technology
GREEN
How our relationship with nature may evolve in an urban context? utilizing foresight techniques, scenarios were developed to imagine possible futures and a time machine simulation was implemented bringing the future to life. Insights that were generated through the process led to proposed strategic implications.
Kinetic Energy [T]
Energy Efficiency [Ec]
Triple Bottom Line [Ec]
Participatory Politics [P]
Working from Home [S]
Team: Nourhan Hegazy, Jennifer McDougal, Bergue Ebbi, Prateeksha Singh.
Solar Power [T]
Green Roofs [En] Reshaping Architecture [Ec]
Innovation Acquisition [Ec]
[P]
Urban Sprawl [S]
Age of Austerity [P]
Foresight Strategy & Experiential Futures into the Nature of 2040
Urban Decay [Ec]
Capital Flight to Offshore [Ec]
Devalorization [V]
Urban Gardens [En]
Eco-Innovation [En]
Clean Tech [T]
Virtual Reality [T]
Hyperconnectivity [S]
URBANIZATION
David Suzuki Foundation
Nature Deficit Disorder [En]
Congestion [S]
Slow Living [V]
Sharing economy [S]
Vertical Growth
Biomimicry [En]
TOP DOWNDeregulation
The 3 Bs [S]
[En]
GREY
In partnership with David Suzuki Foundation, the project is an outcome of the Foresight Studio at OCAD University.
Solar Energy Capture [T]
Organic to Table [Ec]
Going Local [En]
DECISION MAKING
BOTTOM UP
Connected Life [V]
Cybercrime [P]
Trend Scanning
How might our relationship with nature change in an urban context by 2040?
W.W.N.D What would nature do?
In 2040, living consciously in the present, but with consideration for long-term consequences is seen as a return to our native roots.
The Green Screen I screen. We screen. We all screen.
In 2040, people love the notion of nature, but only within the confines of their screens and tech gadÂgets
The Parking Lot Everywhere but in people’s heads
In 2040, people avoid nature, as it is a source of stress, not relaxation
Prescribed Dome We live in a strange bubble
In 2040, lifestyles and choices reflect respect for the planet and environment versus the interests of corporate or socioeconomic systems.
A Visit in to the Nature of 2040 The time machine painted a picture of what can happen if technology infiltrates our lives without a strong guiding notion. Using technology to promote a closer relationship with nature is a slippery slope.
Nature Deficit Disorder Clinic One of the gloomy aspect of the world of the Green Screen is how things are priorized in favour of technologyu. Things that are not developed in accordance with technology are not held in high regards. The concept of an open and free access to nature has been neglected and many feel that spending time in artificial nature, experienced through screens and other means of virtual reality, is sufficient. On top of that come challenges related to climate change and a grey technological urban environment so people have started to develop Nature Deficit Disorder or NDD.
Nature Pod is an experiential futures intervention that aims to provoke a dialogue about the role of nature in the workplace. The following project was a partnership between the Situation Lab at OCAD U and Interface as part of their corportae social responsibility. Team: Stuart Candy, Nourhan Hegazy, Jennifer McDougal, Bergue Ebbi, Prateeksha Singh. To view the video of the installation please visit: https://vimeo.com/165877382
Interface Experiential Futures Intervention at IIDEX Canada https://vimeo.com/165877382
To View Advanced Design Studio Work Please Visit: https://www.behance.net/gallery/13651119/Design-Studio-GUC