Cj 1 layout rev e issue test by samdixon92

SAMUEL DIXON CRITICAL JUSTIFICATION PART 1 KIDS SUN SCREAM

CONTENTS Why This Brief

INITIAL RESEARCH Shopping Experience Product Price Comparison Online Forums Online Survey Word Association Conclusion

OUTSIDE COLLABORATORS

IDEA GENERATION

Meeting Calender Bradley Coulson Parents Clare Oâ&#x20AC;&#x2122;Connor Mike Brown Caroline Cerny Tin Horse Teachers Tim Moor Conclusion

What if... Ideas Matrix Mirror Concept Roller Ball Sponge Concept Shape Concept Shape Development Stencil Concept Bomb Concept Tattoo Concept Conclusion

NEXT STEPS

BRANDING

DEVELOPMENT

User Videos Project Aims Refined Brief Usage Areas Peer Group Idea Generation

Mood Board Brand Development Feedback Focus Group Brand Stretch Shelf Test Conclusion

Idea Development Squash idea Mechanisms Rubbing in Pod Idea Development Wear the pack? Pack Interaction Sponge shapes Holiday Pack Bottle On the go Development User Scenarios Sone Products Focus Group Conclusion

Time Plan

NAVIGATION Page Layout

ACTIVITY TITLE Description of the research activity REFLECTION

Feedback and insights

PHOTO OF ACTIVITY

(All Photos in this document have been taken by myself unless stated otherwise)

PROCESS ICONS Insights

Direction change

FEEDBACK ICONS Tin Horse Feedback

Boots Feedback NAME

Tutor Feedback Bradley Coulson

Bradley Coulson Feedback

Dr ANN OYEWOLE

Anne Oyewole Feedback

O VA

FAIL

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TASK-SUCCESS AND FAILURE STAMPS

P O F DIS A

WHY THIS BRIEF I completed my 3rd year placement at Tin Horse, a structural packaging design consultancy. This is where I became familiar with the World of FMCG.

"Do you know what you are doing for your final project yet?"

I was asked this question on a weekly basis and they stressed how important it was to have a clear vision going into the final year.

â&#x20AC;&#x153;Its actually hot down southâ&#x20AC;?

"THis is really rubbish surely this can be made better?"

THE BRIEF Everybody loves to enjoy the sun young and old but despite many warnings over the possible dangers of over exposure to the suns rays we still often go out in the sun unprotected. No one finds applying sun cream an enjoyable experience especially kids.

INITIAL RESEARCH

KEY OBJECTIVES The Key Objectives of this section of research was to understand everything todo with sun protection and begin to understand the problems in this area.

SHOPPING EXPERIENCE An exercise designed to investigate the shopping experience of a consumer as they visit a store to purchase a sun cream product.

REFLECTION This task was valuable as it widened my knowledge of the market, and helped me understand the buying experience of a parent.

The shopping experience is confusing

Find out what other sectors do to stand out on shelf

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PRODUCT PRICE COMPARISON Placing all of the sun creams available in Boots for children in price per ML order to find where a possible gap for a new product may lie.

REFLECTION This task was useful to help me understand the market but took to long to produce, as there were so many products to compare.

Sun cream is expensive

ION PROJE AT

O VA

FAIL

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All the products offer similar things

P O F DIS A

ONLINE FORUMS Creating and reading online forums for parents about sun cream in schools.

REFLECTION Even though my forums were closed down for not being in the right section, I did gain a greater understanding of how sun creams are used in school and the problems with the products from both parents and teachers points of view.

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Pumps on bottles are hard for children to use

ONLINE SURVEY Setting up an online survey to send to parents to gain a greater understanding of the problems and buying habits they have for sun cream.

REFLECTION This task gave me some really clear insights and backed up many of my early assumptions. This task could have been improved by rewording some of the questions as some of them did not provide me with any insights into the problem area.

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Parents are not brand loyal they buy whatâ&#x20AC;&#x2122;s on offer

WORD ASSOCIATION A school class of 7 and 8 year olds were asked to write down two words they associate with sun cream and the experience of applying it.

REFLECTION

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This exercise was very useful many of the words were negative meaning change is needed in the sun cream market.

CONCLUSION

KEY INSIGHTS Mess is the biggest problem in application.

There is a set amount needed for 1 person.

Sun Cream can go out of date.

Kids hands are often too small to use pumps on bottles.

WHAT I WOULD DO DIFFERENTLY The problems with sun protection are very wide and complicated with different usage advice from different organizations. I found websites quoting different statistics and began to question how reliable they might be.

GOING FORWARD I needed to speak to industry experts to confirm my early research and in which direction my project should develop.

OUTSIDE COLLABORATORS

KEY OBJECTIVES The Key Objectives of this section of research was to contact and speak to industry experts, parents and teachers this was to gain insights and discuss possible ideas.

MEETING CALENDER Calendar displays when meetings were undertaken with collaborators and key stakeholders.

DECEMBER Mon

Tue

Wed

1 Bradley Coulson

Tin Horse

Teacher meeting

29 Mum meeting

Wed

Thurs

Fri

Sat

Sun

7 Mike Brown

Bradley Coulson

Meeting Bradley with Bradly Coulson

BRADLEY COULSON Bradley has worked with many leading FMCG brands during his role as an innovator in residence at Northumbria University.

REFLECTION

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Bradley was helpful during my project even though he did not have great knowledge of the sun cream market he constantly questioned everything I did driving me to discover more.

PARENTS Mum of two Michelle recorded a video of her experiences applying sun cream to her children explaining the problems she has during the process.

REFLECTION

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This video backed up many of my assumptions but also provided me with footage for my exploration film.

CLARE Oâ&#x20AC;&#x2122;CONNOR Visiting the Head of skin care Innovation at Boots Clare, she had a great understanding of the sun cream market with her years of experience in this sector. Boots are innovators in the sun cream market.

REFLECTION

Clareâ&#x20AC;&#x2122;s input was valuable even though she came from a science background she understood that a product needs to please all the stake holders. She gave me insights from both a retailers and a manufacturers point of view. Sun Cream going out of date is not a big problem People do not apply enough sun cream

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MIKE BROWN Emailing Mike Brown who is a retired skin care advisor who has many years experience in the sun cream field from his work with Boots.

REFLECTION Mike was helpful and answered a range of questions and give me some valuable insights. On reflection I should have contacted Mike more during my project.

ION PROJE AT

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The sun cream experience needs to be made more enjoyable.

CAROLINE CERNY Talking to Senior Health Campaigns Manager at Cancer Research UK over a range of issues via email.

REFLECTION Caroline gave me some good insights but Iâ&#x20AC;&#x2122;m not sure she really understood what I was trying to achieve.

ION PROJE AT

O VA

FAIL

EXPL OR

Need to encourage people to use more than just sun cream.

P O F DIS A

TIN HORSE Structural packaging design consultancy Tin Horse discussed my early research findings and how I should take the project forward.

REFLECTION

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Talking to them was useful they gave me confidence in what I was doing. In reflection they were more interested during our call in my ideas than research and I wasted a lot of time with them going through my findings.

TEACHERS Primary School Teacher Josh Dixon explained his schools sun cream policy during a filmed interview.

REFLECTION Talking to Josh only backed up my finding from online surveys but also provided me with footage for the research film I produced.

ION PROJE AT

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Teachers cannot apply sun cream to kids.

TIM MOOR Talking to Tim Moor who runs his own innovation and design consultancy, Tim worked on a project that would improve the sun cream experience through large-scale spray booths.

REFLECTION

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Talking to Tim was great even though the project he worked on was very different he very much understood my thinking and discussed my ideas with me.

Dr ANNE OYEWOLE Meeting with Anne to discuss my early concepts, Anne is a leading researcher working with L’Oréal to understand the suns damage to skin.

REFLECTION

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FAIL

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The short presentation I put together was a little brief. She explained how scientists need help changing attitudes towards skin care. But was unable to answer certain specific questions I asked.

P O F DIS A

CONCLUSION

KEY INSIGHTS Sun Cream Going out of date it not a big issue

We need to educate users about the sun.

The experience needs to be fun.

We should encourage other methods of sun protection.

WHAT I WOULD DO DIFFERENTLY It would have been great to speak to these people at the start of the project but it took a long time to receive replies and get in touch with the correct contacts. I should have also spoken to more parents.

GOING FORWARD I need to keep in touch the contacts I had made and act on the feedback and insights they had given me when developing my ideas.

IDEA GENERATION

KEY OBJECTIVES Create and develop ideas from insights discovered during my exploration project.

WHAT IF... A task carried out to understand the brand values of 3 major kids FMCG brands and ask â&#x20AC;&#x153;what ifâ&#x20AC;? they produced sun cream.

REFLECTION This task really helped me understand what these brands do well, and then using their values developed some interesting ideas, looking back maybe to much time was taken producing the renders.

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IDEAS MATRIX From the exploration project 5 main insights emerged, ideas were then developed around these exploring what maybe achievable.

REFLECTION This was a great exercise for developing quick ideas. This then became a great tool for communicating with collaborators. I did possibly spend too much time laying the ideas out, also some ideas were hard to illustrate clearly on one post it note.

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REFLECTION

MIRROR CONCEPT An early observation during this project was that many cosmetics products have mirrors built into the pack, but this is not the case on sun cream products.

REFLECTION I explored how this idea may work using mirrored card, it was difficult to show this idea working as the reflection was distorted. It was also difficult to understand how this idea may work in mass manufacture.

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Explained to me how they licked this idea, but I would have to consider filling lines for it to be successful.

ROLLER BALL CONCEPT An early observation showed there was no roller-ball applicator on the market in the UK, this mock up helped understand how this application method worked.

REFLECTION This mock up worked well I hoped the ball would also rub in the sun cream but this didnâ&#x20AC;&#x2122;t happen.

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O VA

FAIL

EXPL OR

Explained to me how they had removed their roller ball off the market due to cost.

P O F DIS A

SPONGE CONCEPT Using sponge to create an improved interaction with the skin during application as many children do not enjoy the cold feeling of sun cream on there skin

REFLECTION

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The material the bottle was produced from resulted in the cream sticking to the bottle. This model did work by spraying the sponge with sun cream.

SHAPE CONCEPT To enhance the experience the concept of creating shapes during application was explored.

REFLECTION

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This idea did not work at all due to not having a hard back on the sponge giving it a hard surface to push against.

P O F DIS A

SHAPE DEVELOPMENT Adding hard surfaces to the front and back of the sponge for the sponge to push against.

REFLECTION This concept worked really well I think it may work better without the acrylic on the front but due to the foam being very difficult to cut into shapes this seem the best option to test the concept.

ION PROJE AT

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Suggested how this concept could help users measure the amount used.

STENCIL CONCEPT Using stencils with a spray application, to create more enjoyable experience.

REFLECTION These stencils I created did work relatively well and did add a novelty element to the experience but it was difficult to understand how these might be used more than once.

ION PROJE AT

O VA

FAIL

EXPL OR

Advised not to develop this concept as large shapes may encourage tanning.

P O F DIS A

BOMB CONCEPT An idea created in the “what if” exploration exercise was tested by injecting sun cream into bubble wrap. The concepts works by kids popping the pods onto their skin to create fun experience.

REFLECTION This model did create a fun novel experience but it could get very messy when used by kids, but it did allow me to think that sun cream could come in another format.

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Suggested I looked at liquid tab’s and how they dissolve in water as this idea may work well on a beach.

TATTOO CONCEPT An idea created around the concept of measuring UV exposure, kids enjoy using temporary tattoos this concept combines tattoos with UV detection.

REFLECTION It was very difficult to test out this concept due to the material needed but I managed to mock something similar, to be displayed during a video.

ION PROJE AT

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Were fans of this concept they had never seen anything similar

CONCLUSION

KEY INSIGHTS Sponge creates a practical pleasant skin interaction.

EASY!

Any design needs to be practical and easy to use.

Shapes can easily be achieved to create a fun experience.

WHAT I WOULD DO DIFFERENTLY It would have been great to have the prototypes working properly but they still worked well enough to display the ideas.

GOING FORWARD These prototypes ideas needed to be taken forward and developed further. Understanding how the ideas could become part of a brand.

NEXT STEPS

KEY OBJECTIVES I needed to conclude my research and begin thinking what I wanted to achieve during my final major.

USER VIDEOS Watching online videos of kids and parents using various sun creams.

REFLECTION

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This should have been one of the first things I did even though I did it late it gave me an understanding of the problems.

PROJECT AIMS From the key insights 6 different criteria were developed that any solution would aim to achieve.

REFLECTION

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By creating my self a set of goals that I wanted to achieve it gave me something to work against when developing my ideas.

REFINED BRIEF

USAGE AREAS Deciding to explore how a product range could be developed over different usage locations.

REFLECTION

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In reflection this was the correct choice for my idea development as I do not believe there is scope on the market for age specific products.

PEER GROUP IDEATION Others members of the peer group helped generate ideas around the 3 usage areas.

REFLECTION

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O VA

FAIL

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It was useful creating ideas round usage areas as each one had different needs but I felt myself and my peers were coming up with the same ideas as I had earlier in the project.

P O F DIS A

CONCLUSION

WHAT I WOULD DO DIFFERENTLY I think the aims of my project were a little broad I should have just chosen half the amount to focus my project.

GOING FORWARD With many ideas generated it is important to use a brand to unify the ideas and gain trust of the consumer.

BRANDING

KEY OBJECTIVES Create and develop a brand that would appeal to my target market and would represent my project aims.

BRAND DEVELOPMENT Creating a brand logo to help in the next stages of my project to help in unifying the design outcomes, and understanding what brand values solutions created must have.

REFLECTION I quickly realized how difficult it was going to be to create my own brand with a limited brief my ideas were very varied. This task took much longer than expected. DAVE

Suggested using another brand but we agreed without the brands agreement, it may cause problems at new designers.

After I read an article on how Hippos create their own sun cream I decided to use a hippo to make my brand appealing to kids.

E E z ease EEZ

Eez!

EE z

EEZ !

EASE ION PROJE AT

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Ease!

EEZ! EEZ EEZ EH! EH!

P OF APPR

E E z

E E EASE Ease Z !

FEEDBACK It seemed a logical step to get peer feedback on the brand and logo. The designs were left for members of my peer group to comment on.

REFLECTION I got some good feedback and realized I had not considered my target market and all my designs were very similar.

DAVE

Advised I made the name as fun as possible.

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I needed to explore some different designs.

FOCUS GROUP Asking a range of parents which brand logo they were attracted to most.

REFLECTION

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After developing other brand logos this task was very successful and made the decision of what brand logo to use.

BRAND STRETCH Understanding how the EEZY brand could stretch across different kids skin care products.

REFLECTION This task was very useful as I began to understand how my brand could change for different products and still share the same values, as it is often important for brands to change and develop.

Body Wash

Sun Cream

After Sun

P OF APPR

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This layout displays my brand range I plan to create

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SHELF TEST Testing my brand logo against other sun cream products.

REFLECTION Without my actual physical finished product it was difficult to see if my brand did standout against its competitors.

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CONCLUSION

WHAT I WOULD DO DIFFERENTLY I should have considered my target market and price point more when developing my brand and ideas.

GOING FORWARD I need to finalize the brand values to ensure any products created carry the same values.

DEVELOPMENT

KEY OBJECTIVES Developing and testing out concepts to meet my refined brief and usage areas.

IDEA DEVELOPMENT Developing early ideas from the exploration project around my 3 usage areas to understand how these ideas might work in commercial products.

REFLECTION This was a good exercise to get all my ideas onto paper to discuss them with lectures and collaborators. I came up with some interesting ideas that could be prototyped. I did find it difficult to come up with new ideas and kept developing the same few ideas.

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SQUASH IDEA Testing out an application idea from the earlier idea development stage

REFLECTION

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O VA

FAIL

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Using a squash ball as the rubber creates a gentle interaction with your skin. You could see how the idea may possibly work but the rough texture created drilling the holes did not allow the cream to flow freely.

P O F DIS A

MECHANISMS Dissembling sponge applicators to understand how they work.

REFLECTION

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This allowed me to understand how any design I produce using sponge could work.

RUBBING IN Research showed that rubbing in sun cream results in unwanted messy hands for parents, a number of ideas were explored to prevent this.

REFLECTION I had a mixture of success and failures it was hard to find a solution that was not messy and parents would prefer to use to their hand.

Suggested I looked at how the material could be possibly folded into the pack.

ION PROJE AT

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DAVE

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POD IDEA Testing out an idea of how an applicating pod maybe used and refilled.

REFLECTION This idea worked well creating a nice interaction during the re-fill process, using re-fill pods allows sun cream to be easily carried with the small shape even allowing kids to use it.

Advised increasing the surface area of the sponge to make it faster.

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Dr ANN OYEWOLE

Advised I considered the bottles usage if the user lost the pod.

EXPL OR

Bradley Coulson

DEVELOPMENT Developing the pod concept to incorporate the rubbing in ideas.

REFLECTION This idea worked well but the surface area is much smaller than your hand making the process take much longer.

Stressed I considered the mess a product like this could get in.

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LAURA

WEAR THE PACK? Exploring concepts of how the pack could be worn to inform the user of the UV strength.

REFLECTION

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This concept worked well combining the cap and strap together and could be easily fastened to many places to be exposed to sun light.

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PACK INTERACTION Discovering how the pods may interact with each other for families owning more than one.

REFLECTION I did prove this concept could work, but maybe it was little early in the design process to be looking into these details.

ION PROJE AT

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Suggested I concentrated on the main function before often unused add ons like this.

SPONGE SHAPES Testing how much detail is achievable when creating shapes during application from the sponge.

REFLECTION This gave me an idea of the limitations using these materials. The idea is to use the shapes as part of a game to measure the amount applied.

O VA

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FAIL

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FAIL

ION PROJE AT

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Explained how creating a game around the number shapes needed could be tricky due to different body sizes.

EXPL OR

Dr ANN OYEWOLE

P O F DIS A

HOLIDAY PACK Generating ideas around the usage location of on holiday.

REFLECTION

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O VA

FAIL

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With no research into this problem area during my exploration I found generating ideas difficult and my concepts felt gimmicky.

P O F DIS A

BOTTLE MODEL After feedback experimenting into the way a non-permeable materials could be incorporated into the pack to be used to rub in sun cream.

REFLECTION

ION PROJE AT

O VA

FAIL

EXPL OR

Once I had made the model I realized how this concept would not work as the hole would prevent the pump mechanism working.

P O F DIS A

ON THE GO Further developing disposable ideas with the brand values and the concept of creating shapes during application in mind.

REFLECTION Collaborators encouraged me to explore these ideas further as they offer something very different to the market and may work through alternative retail strategies. Suggested these ideas would attract customers by being a new format.

ION PROJE AT

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After Making this model I discovered a flexible pack was needed so it could be pressed to the body

DEVELOPMENT Exploring a new concept of combining shape application and rubbing in the sun cream together in one product.

REFLECTION After talking with Anthony he discussed how many of my ideas have potential but I should work on combining them together, I was personally reluctant to design a bottle, it was discussed how a bottles are extremely practical. Looking back this idea just seemed really bulky and over complicated.

O VA

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USER SCENARIOS Exploring the touch points and decision points each concept has.

REFLECTION The task helped me understand the possible problematic decision points each concept had that I need to consider in my final solution.

Pod concept

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On the go Concept

SONE PRODUCTS Visiting a cosmetics applicator manufacture to discuss how concepts may work and understand the manufacturing processes involved.

REFLECTION During the visit I generated ideas with the technical team of how my concepts might work and be manufactured. I also began to realize the cost of developing my ideas for possible mass manufacture. Also discussed how it may be better for the sun cream to be applicated then pressed onto the skin using a sponge. Like the sketch shows.

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FOCUS GROUP Generating concept flash cards and visiting a local toddler group to discuss with parents my concepts and how they could be improved for the user.

REFLECTION This task gave me great first hand feedback on my ideas, the parents expressed issues with the ideas that I had not considered, but on a whole gave positive feedback on my concepts. Their feedback was recorded on the back of the concept cards. Parents discussed how my solutions needed to consider multiple child families.

ION PROJE AT

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TOTS’S & TINY’S STORY-TIME AT ST MARY’S HERITAGE CENTRE

CONCLUSION

KEY QUESTIONS What volume should my products be? What will the price point be? What is the Retail strategy? What manufacturing process should be used?

WHAT I WOULD DO DIFFERENTLY I should have carried out my focus group earlier as I gained valuable feedback to develop my designs.

GOING FORWARD I now need to make a decision on my final designs, acting on the feedback from the focus group. I also need ensure these products please all stakeholders and there is no disconnect between brand and product.

TIME PLAN

05 JAN

12 JAN

19 JAN

26 JAN

02 FEB

09 FEB

16 FEB

23 FEB

02 MAR 09 M

CJ HAND IN 14 MARCH

MAJOR PROJECT INTERIM BRAND DEVELOPMENT

IDEA DEVELOPMEN

IDEA DEVELOPMENT

SOFT MODELS

FILM & PHOTOGRAPH TIN HORSE UPDATE

BO UPD

CJ PART 1 READING WEEK

100

MAR 16 MAR 23 MAR

N H

EASTER

30 MAR-17 APR

20 APR

27 APR

04 MAY

11 MAY

CAD INTERIM

IDEA SORTED

MODEL MAKING FILM & PHOTOGRAPH

OOTS DATE

TIN HORSE UPDATE

BOOTS UPDATE

CJ PART 2

101

18 MAY 25 MAY

102