Some initial observations about typical dynamics of the Chinese context and the projects I’ve had the chance to work on during my internship experience in Shanghai have driven my initial research towards the topic o f wellness from a holistic standpoint. Further considerations on a Global scale have then shifted the focus on the narrower topic of sleep as fundamental but scarcely considered component of our overall wellness state. Through primary and secondary design research, I’ve probed first the macro-topic of physical wellness, with the final purpose of validating the initial intuition, and later investigated the more specific themes of sleep wellness and sleeping behaviors. The secondary research has been focused on the analysis of the countless issues derived from our social condition that have driven to a worrying increasing diffusion of the sleep deprivation phenomenon, with a focused look on existing technologies and systemic deficiencies. The primary research on the other hand was used to clarify first of all some of the problematics identified by the secondary research and subsequently to rise new questions. The results of the research phase have highlighted the actual relevance of the problem, not only in the specific Chinese context but also on a Global scale, by pointing out the main relevant issues. The general overview shows a sector, the sleep wellness one, extremely young and undeveloped, where many problems and needs, both on the macro and on the micro level, still remain unsolved. Moreover, the overall awareness about the relevance of proper sleep hygiene for our health is still very low. In the Chinese context, where culture and traditions lead to and higher awareness if compared to western countries, the main problem is given by the impossibility of applying basic rules in everyday life, because of the frantic life rhythm most of the people are living on daily basis. The collection and synthesis of the insights derived from the research phase has in the end leaded to the identification of a main relevant problem and a relative design opportunity: the lack of an authoritative brand in the sleep sector, a voice able to give a complete organic answer to the large amount of existing sleep-related issues, a voice able to increase the awareness of sleep among the population and the public opinion. YAAWN is a brand developed to give an effective organic answer to a crucial need not yet expressed entirely. The brand speaks to all the occasional or chronic sleep deprived individuals not yet aware of the relevance of sleep for their health who need to improve their everyday sleep hygiene to achieve a better state of wellness. Yaaawn is the solution that will drastically improve their daily sleep quality and experience by providing them a whole system (products, services and spaces) built around a new meaning for sleep: sleeping not perceived anymore as lack and privation but as a pleasurable, desirable and efficient experience.
Alcune osservazioni iniziali riguardanti dinamiche tipiche del contesto Cinese e i progetti a cui ho avuto modo di collaborare nel corso della mia esperienza di internship a Shanghai hanno indirizzato la mia ricerca verso il tema del benessere da un punto di vista olistico. Successive considerazioni su scala gobale hanno poi spostato il focus sul tema piu’ ristretto del sonno in quanto componente fondamentale e scarsamente considerata del nostro benessere complessivo. Attraverso il metodo della ricerca di design primaria e secondaria, ho indagato in principio il macro tema del benessere fisico, nel tentativo di validare l’intuizione iniziale, ed in seguito il tema del benessere e del comportamento del sonno. La ricerca secondaria si e’ soffermata sull’analisi delle numerose problematiche di origine sociale che hanno portato ad una diffusa condizione di deprivazione del sonno, con uno sguardo su tecnologie esistenti e carenze sistemiche. La ricerca primaria e’ servita invece a chiarire alcune problematiche identificate dalla ricerca secondaria ed in seguito ad aprirne di nuove. I risultati emersi hanno prima evidenziato l’effettiva rilevanza del problema, non solo nello specifico del contesto Cinese ma su scala globale, e ne hanno in seguito declinato i punti principali. Il quadro d’insieme che emerge e’ quello di un settore, quello del benessere del sonno, estremamente giovane, in cui vi sono ancora numerose micro e macro problematiche irrisolte e in cui la consapevolezza generale della rilevanza del sonno per la nostra salute e’ ancora molto bassa. Nel contesto cinese inoltre, dove per cultura e tradizione vi e’ una maggiore consapevolezza rispetto all’occidente, il problema maggiore e’ dato dall’impossibilita’ di applicare i principi conosciuti nella frenetica vita di tutti i giorni. La sintesi degli insights ha infine portato a identificare come problematica principale ed opportunita’ progettuale la mancanza di un brand autorevole nel settore del sonno, una voce capace di dare una risposta organica e completa alle numerose situazioni irrisolte e di accrescere nel contempo la consapevolezza dell’opinione pubblica. YAAAWN e’ la brand platform sviluppata per dare una risposta efficace ed organica ad un bisogno cruciale non ancora pienamente espresso. Si rivolge a tutte quelle persone che soffrono di privazione del sonno occasionale o cronica, non ancora consapevoli dell’influenza del sonno sulla loro salute e che necessitano di migliorare la propria “igiene del sonno” quotidiana per raggiungere un migliore stato di benessere. I nuovi valori espressi dal brand e l’offerta di un sistema organico composto da prodotti, servizi e spazi, garantiranno agli utenti un aumento significativo della qualita’ del sonno nella vita di tutti i giorni ed offriranno un’esperienza completa ed appagante costruita attorno ad un nuovo significato del concetto di sonno: un sonno non piu’ inteso come mancanza e privazione ma come un’esperienza piacevole, desiderabile ed efficiente.
Yaaawn : a brand platform to create a new paradigm for sleep wellness. From a research on olistic wellness and sleep behaviors in China to the definition of a new global brand to improve everyday sleep quality and experience
FORTUNATI, JONATHAN
2010/2011
Abstract
Some initial observations about typical dynamics of the Chinese context and the projects I’ve had the chance to work on during my internship experience in Shanghai have driven my initial research towards the topic o f wellness from a holistic standpoint. Further considerations on a Global scale have then shifted the focus on the narrower topic of sleep as fundamental but scarcely considered component of our overall wellness state. Through primary and secondary design research, I’ve probed first the macro-topic of physical wellness, with the final purpose of validating the initial intuition, and later investigated the more specific themes of sleep wellness and sleeping behaviors. The secondary research has been focused on the analysis of the countless issues derived from our social condition that have driven to a worrying increasing diffusion of the sleep deprivation phenomenon, with a focused look on existing technologies and systemic deficiencies. The primary research on the other hand was used to clarify first of all some of the problematics identified by the secondary research and subsequently to rise new questions. The results of the research phase have highlighted the actual relevance of the problem, not only in the specific Chinese context but also on a Global scale, by pointing out the main relevant issues. The general overview shows a sector, the sleep wellness one, extremely young and undeveloped, where many problems and needs, both on the macro and on the micro level, still remain unsolved. Moreover, the overall awareness about the relevance of proper sleep hygiene for our health is still very low. In the Chinese context, where culture and traditions lead to and higher awareness if compared to western countries, the main problem is given by the impossibility of applying basic rules in everyday life, because of the frantic life rhythm most of the people are living on daily basis. The collection and synthesis of the insights derived from the research phase has in the end leaded to the identification of a main relevant problem and a relative design opportunity: the lack of an authoritative brand in the sleep sector, a voice able to give a complete organic answer to the large amount of existing sleep-related issues, a voice able to increase the awareness of sleep among the population and the public opinion. YAAWN is a brand developed to give an effective organic answer to a crucial need not yet expressed entirely. The brand speaks to all the occasional or chronic sleep deprived individuals not yet aware of the relevance of sleep for their health who need to improve their everyday sleep hygiene to achieve a better state of wellness. Yaaawn is the solution that will drastically improve their daily sleep quality and experience by providing them a whole system (products, services and spaces) built around a new meaning for sleep: sleeping not perceived anymore as lack and privation but as a pleasurable, desirable and efficient experience.File | Dimensione | Formato | |
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https://hdl.handle.net/10589/24021