STAY SAFE IN THE SUN Development of a UV indicator patch for children Master of Science Thesis in the Master Degree Program, Industrial Design Engineering DANIEL FALK GÖRAN SMITH CHALMERS UNIVERSITY OF TECHNOLOGY Gothenburg Sweden, 2013 Department of Product and Production Development Division of Design and Human Factors STAY SAFE IN THE SUN Development of a UV indicator patch for children DANIEL FALK GÖRAN SMITH SUPERVISOR: VIKTOR HJORT AF ORNÄS EXAMINER: PONTUS WALLGREN CHALMERS UNIVERSITY OF TECHNOLOGY Gothenburg Sweden, 2013 Department of Product and Production Development Division of Design and Human Factors Master of Science Thesis PPUX05 STAY SAFE IN THE SUN Development of a UV indicator patch for children Master of Science Thesis in the Master Degree Program, Industrial Design Engineering © DANIEL FALK & GÖRAN SMITH Published and distributed by Chalmers University of Technology SE-412 96 Göteborg, Sweden Telephone: +46 (0)31-772 10 00 Printed in Sweden by Chalmers Reproservice Göteborg, 2013 ABSTRACT Skin cancer is on a rapid increase in Sweden due to increased sun exposure to the population. 40,000 Swedes are struck annually and more than one percent of the cases are lethal. Pre-mature sunburns are identified as extra hazardous and children should therefore be very cautious when spending time in direct sunlight. The visionary aim of this master project was to enhance social and economic sustainability by reducing sunburn among children. The goal was therefore to develop a device which indicates when children have been exposed to a recommended maximum daily amount of UV radiation and hence should avoid additional exposure. An industrial partner and their disposable UV indicator wristband served as starting point for the project which focused on user experiences and usability. Characteristics of intended users and use contexts were investigated through surveys, contextual studies, interviews and observations. A user test with a prototype of the wristband was furthermore performed in order to explore usability and user experiences. The collected data was analyzed whereafter a product concept was developed according to insights and accommodated to the industrial partner’s market position and strategy. The end result of the project was Solplåster, a UV indicator patch which incorporates the industrial partner’s patented ink technology. It targets Swedish families on holidays abroad and should be used by children below 12 years old. A final user test implied that Solplåster has better usability qualities and is more agile and flexible than the existing wristband. A final conclusion is thus that Solplåster stands a chance of reaching out to users and fulfilling its aim, if the industrial partner chose to commercialize it. Keywords: UV indicator, sun habits, children’s products, sun care, product development, ACKNOWLEDGEMENTS Many people have been invaluable to us during the project and we would like to begin this report by showing our gratitude to them. The families we met at Iberotel Lamaya Resort in Egypt is our main source of information. We would like to thank them, the general manager Ashraf Ayed and the guides at the resort for all their sacrifices during the time we spent together. Back in Sweden, we have been shown tremendous hospitality by Tina Isaksson at Toleredsskolan, Kitty Andersson at Göteborgsim and Rebecka and Bibi at Spira’s preschool. We have gained invaluable insights from all the parents and children they have introduced us to and without their feedback, the final concept would not be half as good. 81 devoted parents furthermore took their valuable time to fill in our lengthy questionnaire. We are deeply thankful for that. Ylva Rovall, and Cecila Boldemann at the centre for public health and Richard Brännström at the department of clinical neuroscience at Karolinska Institutet set off this project by teaching us all they know about sun habits among Swedish children. This knowledge formed an important basis for the project and we are deeply thankful for their commitment. Bue Andersson, business development manager at 3M, Christian Carlstein, account manager at Eson Pac AB and Olof Moderatho, CEO at Moderatho & Company, should also be acknowledged for their unfailing engagement. Without their acquaintance with materials and manufacturing techniques, this project would not have succeeded. Claes Lindahl, CEO for the industrial partner and Maria Gunnarsson, head of material development for the industrial partner, initiated this project and have been devoted and truly inspirational along the way. We thank them for the opportunity and the support they have given. Last but not least we would like to show our thankfulness to our supervisor Viktor Hjort af Ornäs, our examiner Pontus Wallgren and all our friends and classmates at the fourth floor of the Architectural building. They have been with us from the start to the end and have helped us whenever help has been needed. Thank you! Daniel Falk Göran Smith CONTENTS INTRODUCTION 1.1 Background 2 1.2 Project 2 PROBLEM DEFINITION 2.1 Sun Protection 4 2.2 Industrial partner 5 2.3 Conclusion 6 THEORETICAL APPROACH 3.1 Approach 8 3.2 User experience 8 3.3 Usability 8 3.4 Brand identity 8 3.5 Consumer behavior 10 3.6 Conclusion 10 PROCESS 4.1 Process outline 12 4.2 Initiation 12 4.3 Research 13 4.4 Ideation 16 4.5 Concept development 17 4.6 Final concept 19 RESEARCH FINDINGS 5.1 Use context 20 5.2 User group 20 5.3 Sun habits 23 5.4 User experiences 25 5.5 Consumer behavior of parents 27 5.6 Categorization 29 5.7 Brand identity 29 5.8 Retail environment 31 5.9 Competitors 31 5.10 Implications of research findings 32 IDEATION 6.1 Ideas 36 6.2 Concepts 38 6.3 Evaluation 42 6.4 Conclusion 42 CONCEPT DEvELOPMENT 7.1 Product journey 44 7.2 Patch design 44 7.3 Package design 47 7.4 Conclusion 49 FINAL CONCEPT 8.1 Solplåster 51 8.2 Solplåster’s package 52 8.3 User experiences 53 8.4 Solplåster’s journey 55 8.5 Economical factors 55 8.6 Final evaluation 55 DISCUSSION 9.1 Process 56 9.2 Final Concept 57 9.3 Recommendations 58 CONCLUSION 59 REFERENCES 61 APPENDICES 62 INTRODUCTION | 2 01 This chapter describes the project’s starting point and explains the background, aim and goals that were set at the beginning of the project. 1.1 BACKGROUND There is a rapid increase of skin cancer cases in Sweden, which can be related to increased sun exposure to the population (Brännström et al., 2005, Måhnson-Brahme, 2005, Wålin, 2012). 40,000 Swedes are struck annually and more than one percent of the cases are lethal (Cancerfonden, 2012). Children have more sensitive skin than adults and should therefore be extra cautious when spending time in direct sunlight (Eriksson, 2011). Since many factors influence how long children can stay in the sun without getting sunburned, it is difficult for parents to protect them properly. There is therefore a need for products that help parents monitoring the UV status of their children. A company* (referred to as “the company” or “the industrial partner”) has developed a patented ink that changes color when exposed to sunlight. By calibrating the ink, it can change color when exposed to the amount of sunlight human skin can be exposed to without risk of sunburns. The company’s first product, a disposable UV- indicator wristband, was released in the end of march, 2013. They want to review it in terms of user experience and usability and investigate possibilities to extend their product portfolio by developing other products with similar functionality. 1.2 PROjECT This master thesis at Chalmers University of Technology has been performed in cooperation with the company. It used a prototype of the their existing product as starting point and investigated how their ink technology could be used for UV indicators for children. The project investigated the Swedish market and targeted children aged 2-12 years and their parents, since they are the company’s primary focus. Important focal points were to explore how a UV-indicator should be designed to fit in with the target group’s needs and requirements and to propose how such a UV-indicator could be manufactured and sold. Consumer behavior, user experience and target group characteristics were therefore essential cornerstones. *Out of respect for the industrial partner; their company-, brand- and product name will be disclosed in the report 1.2.1 Purpose and goal The visionary aim of this project was to enhance social and economic sustainability by reducing sunburn among children and thereby cutting back related diseases such as skin cancer and the costs for treatment of these conditions. A project goal was therefore to enhance the likelihood of adoption of the industrial partner’s wristband through investigating it from a user experience and usability perspective and presenting findings in a way that can be used as basis for refinement. The main goal was however to develop a highly realizable concept, based on research insights and accustomed to the company’s market strategies, brand and economical possibilities. 1.2.2 Deliverables The main deliverable was an academic report that describes the project and highlights research findings. A holistic concept at prototype stage was also delivered. It consisted of both a product and a packaging design as well as a description of the product journey, from cradle to grave and the intended customer journey. The concept was presented through system charts, drawings and renderings. 1.2.3 Delimitations Development of the patented ink technology was not considered during the project. The final concept was therefore bound to become a disposable product and some refinement of the ink might be needed in order to make the final concept completely production ready. Optimization of production cost and margin, through finding the best suppliers and retailers was furthermore not performed, and potential profitability is thus not maximized. More limitations emerged during the project process. These are described in the different concluding chapters throughout the report. 1.2.4 Report outline Process and results are separated in the report. The project process and its methodology is described in chapter 4 while the results are presented in chapter 5 to 10. INTRODUCTION PROblem DefINITION | 4 2.1 SUN PROTECTION 2.1.1 UV radiation Ultraviolet light (UV) is a type of electromagnetic radiation which has shorter wavelengths than visual light. UV is primarily emitted by the sun and contributes with 10% of the sun’s total energy (Nylén et al., 2002). It has several acute and chronic hazardous effects on human skin. The most common immediate effect is sunburn and the most publicly discussed chronic effect is skin cancer. Long term and continuous UV exposure make the skin dry, rugged, wrinkled and uneven. Pigment cells get damaged why the pigmentation becomes uneven and freckles, brown spots and age warts emerge. UV radiation additionally affects immune system and eyes negatively but is vital for human skin since it triggers development of vitamin D (Nylén et al., 2002). The most commonly known effect of sun exposure is nevertheless suntan. It occurs through two different mechanisms; one immediate and passing which does not imply any extra protection towards UV radiation and one delayed, more lasting, which starts about three days after exposure. The delayed suntan and thickening of the epidermis imply some extra protection towards UV radiation. This is commonly known as “natural protection” (Nylén et al., 2002). 2.1.2 Skin cancer There are three different types of skin cancer; basal cell carcinoma, squamous cell carcinoma and malignant melanoma. The world health organization states that between 50% and 90% of the 13 million skin cancer cases worldwide are caused by UV exposure (WHO, 2009). Even though sun exposure is known as the biggest risk factor for the development of skin cancer, the incidences of skin cancer continue to increase (Brännström et al., 2005). The two less lethal (non melanoma related) types of cancer had 2 762 cases in Sweden 1999 and increase yearly with about 4% while 2 333 cases of malignant melanoma was reported in 2007 (Rodvall et al., 2009). The number of malignant melanoma cases in Sweden has doubled every decade since 1950 (Nylén et al., 2002). They are often localized to trunk, legs and arms and a quarter of the cases lead to death. Research indicates that malignant melanoma can emerge as an effect of single extreme UV exposures and there is a commonly accepted theory that UV exposure before puberty increases the risk to develop malignant melanoma vastly (Nylén et al., 2002, WHO, 2013). The reason for this is undisclosed, but it is probable that the skin is more susceptible to the effects of UV radiation during childhood (WHO, 2013). 2.1.3 Skin types To calculate the time a particular person can be exposed to sunlight at a particular place at a particular day without risk of sunburn, one need to know two vital factors; the strength of the ultraviolet radiation from the sun (the UV index) and the particular person’s sun sensitivity (skin type). Fitzpatrick has developed a widespread classification system for skin types regarding sun sensitivity and sun tanning ability. This classification is presented in figure 2.A. Photosensitive skin types is a main reason for getting sunburned why light skinned people have a higher risk of developing skin cancer (Rodvall et al., 2009). The cumulatively amount of UV radiation absorbed by the skin during a day is called erythemal dose. The minimum erythemal dose (MED) is the minimum amount of radiation which is required to cause reddening of the skin. A MED has been determined for each skin type. 02 This chapter elaborates on the problem the project aimed to solve and provides background information that affected the project. M E L A N O C O M P R O M IS E D M E L A N O C O M P E T E N T M E L A N O P R O T E C T E D SKIN TYPE 1 2 3 4 5 6 BURNS IN THE SUN ALWAYS USUALLY SOMETIMES SELDOM NATURAL BROWN NATURAL BLACK TANS IN THE SUN SELDOM SOMETIMES USUALLY ALWAYS SELDOM ALWAYS MED (JOULES) 200 250 300 450 600 1000 COLOR Figure 2.A. The different types of skin, how often they burn in the sun, how often they tan in the sun and the associated MED (Ravnbak, 2010). PROBLEM DEFINITION 5 | PROblem DefINITION Europe geographical market share 53.6% $7 226 000 000 5 100 000 4.2% suncare market value 2010 (after-sun, self-tan & sun protection) GROWTH annually in Sweden aged 16-80 yrs old 59 41 30% 65.4% of the female customers have children aged 0-14 yrs old SALES CHANNEL of total revenue supermarket specialist America 29.2% % % Sun Protecti on 23.9%45.4% SUNCARE MARKET 800 000 43% 65% TRAVEL ABROAD at least once a year HIGH INCOME standard CUSTOMERS FAMILIES in Sweden with children aged 2-12 yrs old 1 220 000 CHILDREN in Sweden aged 2-12 yrs old 2.2 INDUSTRIAL PARTNER The industrial partner is a small innovation company founded 2011 in Gothenburg, Sweden. Their aim is to provide products that help people see how much UV radiation they have been exposed to in order to decrease unhealthy sun exposure and thereby risk of skin cancer development. Their vision is according to the business plan to be a profitable company on an international market whose products are the obvious products for every person purchasing sun care products and their mission is to develop the most reliable and easy to use UV indicator technologies. 2.2.1 Reference product The company has created a brand (referred to as “the brand”) and developed their first product, a disposable UV indicator wristband (referred to as “the reference product”). The wristband (figure 2.F.) was released on the Swedish market in the end of march 2013 (half way through this project). It utilizes a patented ink which gradually changes color, from yellow to pink, when exposed to a certain amount of UV radiation. The ink, which respond to both UVA and UVB, has been calibrated to change color when it has been exposed to the MED for skin type one. Color change can therefore be used as an indication for when it is appropriate for the wristband user to avoid the sun. The entire wristband changes color, apart from three reference points (as can be seen in figure 2.C.). These indicate the color at the starting point, the color midway through the process and the color when the maximum level is reached. Chlorinated or salt water do not imply any usage problems and sun screen can be used with the wristband by applying the same amount of sunscreen on it as on your body. The wristband will then receive the same protection as the skin and the color change will be slower. Consumers interactions with the wristband can roughly be divided in four phases, pre-purchase, purchase, use and after use. These all contribute to the user experience and need to be taken into account for a successful product development. What theses phases imply are described in figure 2.D. The value the wristband provides for end consumer can according to the company’s business plan be summarized as follows; Prevents skin cancer, sunburn and aging of the skin. It also helps people to relax and not worry about the sun and when to re-apply sunscreen. Children are more sensitive to sun exposure and experience the most hazardous effects why the wristband mainly aims for children 2 to 12 years old. The company has also identified promising consumer habits among parents. The length of the wristband makes it nevertheless possible for adults to use and it is not clearly stated who the wristband is for. 2.3.1 Sun care market The awareness of the effects of unprotected sun exposure has risen and more and more people use thought through methods to protect themselves and their children from the sun. Hence, there is a growing market for sun care products. The total market value for sun care products (after-sun, self- tan and sun protection products) was 7,226 million dollars in 2010 (Marketline, 2011). This figure has been growing annually with 4,2% (Marketline, 2008) and is estimated to continue to grow due to the increasing awareness (Mintel Oxygen, 2012). Europe is the main geographical market, responsible for 53,6% of the market value while the American region accounts for 29,2%. Sun care products are normally distributed through either supermarkets or specialist retailers and sun protection is the primary product segment, responsible for 65.4% of the total revenues (Marketline, 2008). In Sweden, suncare products are mainly sold at pharmacies and at supermarkets. 5.1 million Swedes between 16 and 80 years use sun care products. 59% of these are women and 30% have children below 14 years old (Strand, 2012). The statistics are displayed in figure 2.B. There are currently about 1 220 000 children, living in 800 000 families, within 2 and 12 years old in Sweden (SCB, 2013-1). This figure is estimated to grow with 14% until 2025 (SCB, 2013-2). About 65% of these families travel abroad at least one week per year and many of the trips are beach holidays (SCB, 2013-3). 43% of the households are classified by SCB as having a high income standard and the overall household income is 45% higher than their need for providing basic needs (SCB, 2013-3). As an effect their vacation budgets continue to increase (TT Spektra, 2013) Clear color change Detectable indication Strong attachment Enhance using sunscreen Enhance comfort, safety and relaxation Distinct procedure Good guessability Small cognitive load Fit the users’ antropomethrics Flexible Easily attached Few steps and easy to follow instructions STARTPACKAGE 50% END SOL INDIKATOR Figure 2.B. Sun care market infographic. Figure 2.C. A pictorial overview of the use of the reference product. PROblem DefINITION | 6 The wristbands are sold in sets of seven. These are packaged in a printed, glossy cardboard package (figure 2.F.). The front cover of the package, which should be hung in the shelf, states essential information such as product type, skin type and brand while the back cover has a detailed description of how to use the wristband and reasons why to use it etc. The polymer based ink is produced by company representatives at Chalmers University of Technology and then screen printed on PVC sheets in Stockholm. The printing house die cut the PVC sheets to create the wristbands while an organization is responsible for packaging of the product. Distribution rights belong to a distribution firm which primarily deliver to Swedish pharmacies where the wristbands are sold to end customers. Wristbands are finally used and disposed by users. The product journey is displayed in figure 2.E. The industrial partner has until now focused on market studies, manufacturability and technical development and there is no design competence within the company. Development of brand, packaging and web design was therefore outsourced to an advertising agency. What the intended customers actually desire and how the wristband and its marketing is perceived by customers is more or less unknown. The company therefore saw a great need to develop the wristband and upcoming products, from a design perspective, which was their reason behind initiating this project. Figure 2.D. The customer journey displays the different phases the customer goes through during the experience of the product. Insufficient information Don’t understand the product Don’t believe in the product Don’t feel a need for the product Mismatch between perceived quality & price Low understanding of package information Unclear target group Lack of trust Difficult to find Low noticeability PROBLEMS GUIDELINES Inconvenient size Bends Breaks Get exposed to sun Easily forgotten Color change difficult to perceive Unclear what color change implies Re-application of sunscreen forgotten Product easily dropped Mistrust when nothing happens Clothing cover product Low understanding of the product. Low understanding of package information Size mismatched with target groups anthropometrics Difficult to attach product Sunscreen not applied to product Low flexibility Low possibilities to recycle Duration of use unclear Doesn’t recommend it Doesn’t use again Hard to detach Enhance newsworthiness and interest Facilitate communication Easily understandable Enable testing Highlight benefits Create positive and exiting experiences Label as proven and tested Link to healthcare products Make categorization easy Provide sufficient information on package Make identification easy Find reliable retail environment Fit with product portfolio Make package small Enhance durability and protectiveness Fit with sun care products Make color change easier to detect Improve attachment Integrate better with sunscreen Facilitate for comfort, safety and relaxation Make procedure more distinct Enhance guessability Limit amount of information Prioritize important information Diminish cognitive load One size fits all Make flexible Make attachment easier Facilitate sharing and recommending Design for not being recycled Make easier to remove Create incitement for use againg PRE- PURCHASE PURCHASE TRANSPORT INITIATION DURING AFTER USE USAGE The customer is in a purchase position, undergoing different decision processes The customer identifies a need or is somehow exposed to the product Use is initiated through unwrapping the product and attaching it. The user gets indication of the UV exposure. The customer goes through after use processes as the product is detached and disposed The customer stores the product and transports it to the use context. Figure 2.E. The product journey displays the different phases the product goes through from cradle to grave. 2.3 CONCLUSION Unhealthy UV exposure is the main reason behind the growing number of skin cancer cases worldwide. Children with photosensitive skin types are extra vulnerable and premature sun burns have hazardous effects. Better sun care products for light skinned children are therefore desired. UV indicator devices fit within the category and have potential to decrease skin cancer and pain by facilitating monitor of children’s UV exposure. The industrial partner has developed a wristband which has unique properties and possibilities due to the ink technology. User experience and usability qualities are however essential for adoption of new products and are in this case uninvestigated. The project therefore aimed to answer the following questions; - Should the industrial partner’s wristband be refined in terms of user experience and usability qualities to facilitate adoption? - How could a highly realizable concept, accommodated according to generated insights and accustomed to the company’s market strategies, brand and economical possibilities, be like? PRODUCTION MANUFACTURING ASSEMBLY DISTRIBUTION RETAIL END OF LIFEUSAGE The ink is produced at Chalmers The product is manufactured and printed in Vallentuna The product is assembled and packaged. A distribution company handles inventory and logistics The product is placed and sold at a retailer The customer use the product in a sunny context The product and package is disposed by the user 7 | PROblem DefINITION Figure 2.F. The reference product and its package. Package front Package backWristband TheOReTICal aPPROaCh | 8 3.1 APPROACH All interactions with the product, its brand and its marketing give rise to user experiences. A holistic approach was therefore needed in order to examine the appropriateness of the current product and to refine it. This implied not only focusing on aligning ideas with the customer journey but also with the company’s strategy and financial possibilities. Considering the novelty of the product category, the consumer behavior of the intended user group would also be of great importance. The project needed therefore to take the adoption process into account and facilitate diffusion. It was furthermore important to make the innovation understandable and usable, in order to pave the way for a successful market introduction. As a result, the following theoretical approach was chosen for the project. 3.2 USER ExPERIENCE A user experience is the user’s affective response to interaction or anticipated interaction with a product or the surrounding services. The affective responses that can be experienced through human-product interaction are described in an established theoretical framework proposed by Desmet and Hekkert (2007). Their framework (figure 5.A) includes three fundamental components; the degree to which all our senses are stimulated (aesthetic experience), the meanings and values we attach to products (meaningful experience), and the feelings and emotions that are elicited (emotional experience) (Schifferstein & Hekkert, 2007). The three components in the model have their own underlying processes but are intertwined. The experience is the combined effect of them. Users’ affective responses to products are highly contextual and individual since they originate in the users’ appraisals of the significance of the product interaction for their personal well-being. It is furthermore the appraisal of the product interaction rather than the actual interaction that determine the affective response. Nevertheless, it is important for designers to create favorable conditions that enhance possibilities for desired experiences. Since user experiences not only include actual use of the product but all interactions which can be associated with the product, it is important to consider the full customer journey. “The customer journey encompasses every moment from the second when someone has a need for a certain product or service through the purchase and even onto aftercare or repurchase” (Ruth, 2011). Moments when user and product or associated services interact are often referred to as touch points. 3.3 USABILITY Usability, which is a quality experienced by the user during use, is determined by the interplay between user, context, product and task ( Jordan, 1998). Usability is thus an important part of the user experience which is directly connected to actual use. Nielsen (1993) advocates a view upon usability in which the combination of usability and utility determines a product’s usefulness. The ISO- definition (which is used in this report) includes utility in the term and states that usability is ”the extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use” (ISO 9241-11, 1998). Jordan (1998) has complemented the ISO-definition with five additional measurable aspects of usability: - Guessability - Usability for first-time users. - Learnability - Usability when the user already has used the product. - Experienced User Performance - Usability for experienced users. - System Potential - The optimal level of usability that the system possesses. - Re-usability - Usability of a user who had a long break from using the product. 3.4 BRAND IDENTITY The brand, which is an important part of the user experience, is a major influence for perception, evaluation and choice of products (Veryzer, 1998 in Karjalainen, 2007). Both functional and symbolic properties are consciously and unconsciously attached to product by the brand, creating a perceived understanding and expectations of the product. Products therefore need to not only appear attractive, but also relate to the characteristics of the brand to help position and categorize it (Karjalainen, 2007). A visual brand identity is all the visual aspects of design that helps the consumer to identify the brand and understand its core values. These values can be manifested and expressed through a combination of features such as shapes, forms, colors, materials, surfaces, textures, graphical elements and logotypes (Karjalainen, 2007). In order to create a strong brand, the product portfolio must have a consistency that makes all these elements come together and create design cues that are in-line with the intended core values. Repeating a trademarked design feature is one way to gain recognition. Karjalainen (2007) however suggest the use of “value based” design cues, i.e. cues that help the consumer understand the cues instantly by alluding the desired core values. 03 THEORETICAL APPROACH This chapter describes the chosen design theories that formed the theoretical basis for the project. 9 | TheOReTICal aPPROaCh DESIRED STATE RELATIVE ADVANTAGE COMPATIBILITY TRIALABILITY OBSERVABILITY PERCEIVED RISK COMPLEXITY CURRENT STATE INFORMATION SEARCH CHANGE OF REJECT ACCEPT EVALUATION CHOICE POST PURCHASE PROCESSES KNOWLEDGE PERSUASION DECISION IMPLEMENTATION CONFIRMATION USERPRODUCT AESTHETIC EXPERIENCE EMOTIONAL EXPERIENCE EXPERIENCE OF MEANING USER-PRODUCT INTERACTION PRODUCT EXPERIENCE INNOVATION CHARACTERISTICS CUSTOMER DECISION MAKING PROCESS INNOVATION ACCEPTANCE PROCESS Figure 3.A. An interpretation of Demset & Hekkert’s (2007) product experience model. DESIRED STATE RELATIVE ADVANTAGE COMPATIBILITY TRIALABILITY OBSERVABILITY PERCEIVED RISK COMPLEXITY CURRENT STATE INFORMATION SEARCH CHANGE OF REJECT ACCEPT EVALUATION CHOICE POST PURCHASE PROCESSES KNOWLEDGE PERSUASION DECISION IMPLEMENTATION CONFIRMATION USERPRODUCT AESTHETIC EXPERIENCE EMOTIONAL EXPERIENCE EXPERIENCE OF MEANING USER-PRODUCT INTERACTION PRODUCT EXPERIENCE INNOVATION CHARACTERISTICS CUSTOMER DECISION MAKING PROCESS INNOVATION ACCEPTANCE PROCESS Figure 3.B. An interpretation of Roger’s (2003) innovation acceptance process. DESIRED STATE RELATIVE ADVANTAGE COMPATIBILITY TRIALABILITY OBSERVABILITY PERCEIVED RISK COMPLEXITY CURRENT STATE INFORMATION SEARCH CHANGE OF REJECT ACCEPT EVALUATION CHOICE POST PURCHASE PROCESSES KNOWLEDGE PERSUASION DECISION IMPLEMENTATION CONFIRMATION USERPRODUCT AESTHETIC EXPERIENCE EMOTIONAL EXPERIENCE EXPERIENCE OF MEANING USER-PRODUCT INTERACTION PRODUCT EXPERIENCE INNOVATION CHARACTERISTICS CUSTOMER DECISION MAKING PROCESS INNOVATION ACCEPTANCE PROCESS Figure 3.C. The innovation characteristics as suggested by Rogers (2003) and complemented by Gatignon and Robertson (1985). Out of these 6, Complexity and Perceived Risk are negative influencers on adoption TheOReTICal aPPROaCh | 10 3.5.3 Categorization Categorization is a way to order objects into groups. It can be done by looking at specific attributes or functions in order to identify alternatives, reduce complexity and understand the product (Rosch & Mervis, 1975). A product can be placed within an existing category (assimilation) or create a new category based on the consumers perception of its uniqueness (accommodation) (Solomon, 2006). When assimilating a product, a lot of knowledge can be transferred from earlier experience, which makes the transition faster and more convenient. At the same time it might be harder to identify the differences between the products. Accommodating a product requires more time and is more difficult, but can at the same time make the unique aspects more clear (Solomon, 2006). 3.5.4 Decision making A decision strategy is a consumer’s approach to finding a product that suits their need and goal (Bettman et al, 1998). Decision strategies can either be compensatory or non compensatory; compensatory strategies are rational and well thought through, taking in a large number of attributes. Non compensatory strategies are faster and simplifies the process by only taking in a smaller number of attributes (Bettman et al, 1998). The different strategies depend on the reason for desire; Hedonic motivation is more highly influenced by emotions while utilitarian goods are more focused on the function and performance (Dhar & Wertenbroch, 2000). If a customer have little knowledge, the information in the purchase environment highly influence their decision and preferences (Bettman et al., 1998). 3.6 CONCLUSION Understanding users’ needs and examining all touch points that form basis for the user experience must be the major focus of the project. In order to do so, interaction with users and contextual observations is essential. A deeper understanding is able to gain by combining information and inspiration from various sources. For instance interviews, surveys and observations with parents and children, visits to use contexts, retail environments and kindergartens and schools. Insights about usability and user experiences should furthermore be possible to obtain from user test of the current product and contextual studies. The theoretical basis of consumer behaviour could be used both for understanding and analysing as well as for starting point in the ideation. The framework it provided could also be used for guidance in evaluation and decision making as it would help understand the impact. The brand identity needs to be consistent not only for the product, but for all touch points of the brand throughout the customer journey (Roscam, 2010). Hence the visual brand identity should be applicable for communication, marketing, package, retail environment etc. Thus, everything that shape the customer’s perception of the product and the brand need to be considered. A packaging for instance is not just a communicating part of the brand, but the brand itself and influence the total experience (Rapheal & Olsson, 1978 in Underwood, 2003). 3.5 CONSUMER BEHAvIOR Consumer behavior is the processes carried out by groups or individuals as consumers and influences the adoption and acceptance of an innovation. The theoretical framework can be used in order to understand how consumers will react and respond to purchase situations, what experiences they desire and what will influence their decisions (Evans et al., 2009). 3.5.1 Diffusion of innovations In order for an innovation to become a successful product it must be adopted by the user. The innovation diffusion is defined as “the process by which an innovation is communicated through certain channels over time among the members of a social system” (Rogers, 2003). The five step innovation acceptance process by Rogers (2003) (displayed in figure 3.B) shows how an innovation is being received, evaluated and accepted. The knowledge of the innovation and the following persuasion lead to a decision of either acceptance or rejection. If accepted, the innovation is then implemented into the acceptors context who then confirm the decision through evaluation. 3.5.2 Innovation characteristics Rogers (2003) lists five characteristics that affects the speed and likelihood of adoption of innovations (figure 3.C); - Relative advantage compared to competitive products earlier generations - Compatibility with the context and user - Complexity, the perceived level of difficult to use and understand - Trialability, meaning the ability for the user to test and try out the innovation - Observability of the innovation affects how visible it is to others, which speeds up the spreading and acceptance. Gatignon and Robertson (1985) suggest to add perceived risk; how much negative influence the user believe that adopting the innovation will bring. In order for an innovation to become successful, all of these characteristics need to be optimized and presented in a way that fits with the users’ perception. PROCess | 12 4.1 PROCESS OUTLINE The project had five major phases; initiation, research, ideation, concept development and final concept. The process was however highly iterative, meaning that phases were performed concurrently and often repeated, why they often interlaced. The scope of the project, a problem definition and the theoretical approach were set in the initiation phase. A user- centric research phase followed in which use context, user characteristics and use experiences were investigated. Market studies and interviews with stakeholders were also performed to gain a complete picture of requirements. Concepts were subsequently develeoped according to insights and analysed in the ideation phase. A final concept was selected for further development and refined through input from expertise and user tests in the concept development phase. The concept was finaly evaluated and presented in the final concept phase. 4.2 INITIATION This section describes how project scope and approach were established. 4.2.1 Company interviews Interviews were held with key persons within the company in order to understand the company’s strategy and their patented technology and to set the scope of the project. The interviews were unstructured and had a broad approach in order to open up for unexpected topics and opportunities. Complementary interviews and evaluations with the company were held frequently during the project and they were used as a sounding board throughout the project. 4.2.2 Literature review A literature review was carried out in the beginning of the project in order to get a theoretical basis (and to avoid reinvention of the wheel). Topics dealt with included among other things; design and marketing theories, UV radiation and sun habits, the sunscreen market and parenthood in general. Literature examined has mainly been specialist books, market reports and academic documents such as theses and research reports. 04 PROCESS This chapter outlines the project’s process and describes its methodology. INITIATION RESEARCH IDEATION CONCEPT DEVELOPMENT FINAL CONCEPT PLANNING LITERATURE REVIEW COMPANY INTERVIEWS MARKET RESEARCH SURVEY INTERVIEWS CONTEXTUAL STUDIES AFFINITY DIAGRAM IDEA GENERATION EVALUATION TESTING SCREENING MANUFACTURING MATERIAL REFINEMENT USER TESTING Figure 4.A. Flowchart of project process 13 | PROCess 4.3.5 Interviews with parents Based upon the results and answers from the questionnaire, a series in depth interviews with parents were carried out with the aim of gaining a profound understanding of what characterise parents as a group. The gained knowledge served as basis for the contextual studies in Egypt. The interviews focused on parenthood, children, children’s products and sunbathing habits. The interviews were semi- structured and conducted with four parents gathered from a childrens’ swim school. 4.3.6 Contextual studies A main conclusion from initial survey, interviews with parents and the company’s previous market studies was that vacations abroad was the most probable use context. In order to get closer to the user and use context, a week was therefore spent at a family resort in Egypt. The main aim of the trip was to get to know users better; both to see if what was said during previous interviews and in the survey was in line with the reality and if there were any latent needs that could not be expressed before. It was also an opportunity to get a collective picture of the use situation that could serve as inspiration for the upcoming ideation. Almost all of the about 30 Swedish families at the hotel participated in one way or another. Hence, the week became more or less like a long participatory observation with countless conversations and user interactions. Structured observations were performed during the week and focused on how the users actually act in the use environment (pool area, beach and at field trips). Parents’ and childrens’ behavior were studied and documented. Eleven parents were furthermore interviewed in a semi- structural manner. An interview guide was utilized but probing and flexibility were practised in order to adapt to interviewees’ sentiments. Subjects discussed concerned the parents views on vacation, sun behavior, parenthood etc. These parents were mainly approached when sun tanning next to the pool or at the beach and interviews were held on spot. A prototype of the reference product was tested by families. They were given products together with the accompanying packaging and were asked to use it during the next day. The test thus included transporting and storing the product, understanding the information on the package and using the product. The test was followed up with a short interview and a user experience oriented questionnaire concerning perceptions of the prototype. Hesselgren’s emotional scale, which includes humans’ eight fundamental emotions (Hesselgren, 1985), was used for detecting elicited emotions. Bipolar adjective pairs were furthermore used to investigate elicited meaningful and aesthetic experiences. The choice of adjective pairs was based on Desmet and Hekkert’s (2007) definition of meaning and aesthetic and encompassed the adjectives thought to be relevant for this product. To gather qualitative data regarding the product experience, the questionnaire also contained a few open interview questions and questions of more practical nature. A pilot study was performed before the study to ensure understability. 4.3 RESEARCH This section describes how research insights were gathered. 4.3.1 Initial survey In order to understand the user group, a questionnaire targeting parents with kids in the intended age span was performed. Questionnaire is a cost- and time-efficient indirect query method which is good for collecting large numbers of data (Kinnear & Taylor, 1991). This questionnaire primarily concerned parenthood and sunbathing habits but also investigated the respondents view on children products and whether an actual need for UV indicators existed. The questionnaire was spread through different internet forums and received 81 responses from Swedish parents of various demographics. 4.3.2 Study visit to school A study visit to a school was performed in order to gain deeper knowledge about the primary users. Participatory observations and interviews were carried out during the visit, concerning children’s general behavior and taste. Observation is another key method for identifying of needs and requirements. The method involves actual behavior and actual use of products or prototypes which is observed in either a lab environment or the actual use context (Ulrich & Eppinger, 1994). It is especially good for completely new products, since the user might have trouble to verbally translate their requirements and their behavior is somewhat unknown (Leonard & Rayport, 1997). Opinions about sunbathing were additionally collected through a focus group in which the children painted “a day in the sun” and talked about their lives in general. A focus group is a way to generate qualitative information by letting a number of people discuss a subject given by a moderator, which stimulates the discussion and the creativity ( Jordan, 1998). Ten children between seven and ten years old participated in these sessions. Three childminders were also interviewed to get a complementary perspective. 4.3.3 Competitor analysis An analysis of competitive products was performed in order to understand the competition and the product segment in which the final concept most likely would be present. The analysis explored products ranging from direct competitors (UV indicators) to related products (e.g. protective products for children), which were found via websites and subsequently reviewed with respect to unique features and advantages. Direct competitors’ functionality were further explored in order to inspire future solutions and to identify unique competitive qualities with using the patented ink technology. 4.3.4 Product mapping To get a grip of what characterize children’s products and how they differ from products targeting adults, a mapping of children’s products was made. Products were gathered from various online stores and then mapped out and sorted based upon prominent aesthetic characteristics. This was repeated for sun care products, followed by a review of the current product’s and brand’s characteristics. This led to an understanding of the visual cues the product had to relate to. PROCess | 14 Figure 4.B. Mapping products, testing the reference product and interviewing parents and children 15 | PROCess 25 children between 4 and 13 years old and 14 parents took part in in the user tests. Some of them participated in the previous interviews as well. Two parents and four children were additionally asked to use the reference product a second time in order to investigate learnability and get some indications on experienced user performance. The products were furthermore tested by the authors themselves to generate a better understanding of user experiences. As a final event, a focus group was held with four previously uninvolved parents in order to generate ideas for new products and refinement of the current. The focus group incorporated discussions regarding how problems, detected during the contextual studies, could be solved. 4.3.7 Visits to pharmacies As pharmacies were identified as the most probable and desired retail environment, visits were made to three different pharmacies in Gothenburg. General characteristics of the context, the sorting of products and behavior of visitors were studied. Interviews were furthermore held with shop owners and personnel in order to gain insights regarding how it is decided which products that end up on their shelves. Additional telephone interviews were subsequently held with purchasing managers at two bigger pharmacy chains to further research underlying reasons. 4.3.8 Affinity diagram Especially the initial survey and the contextual studies in Egypt resulted in huge amounts of data. A review was needed in order to gain a thorough understanding of what the data implied. The data was therefore organized and analysed together with the rest of the results from the research phase by using an affinity diagram (figure 4.C). Affinity diagram is a common method for organizing and analysing data where the data is clustered based on relations in order to identify important and recurrent themes (Courage & Baxter, 2005). All data was read through and concluding quotes were picked out and written on post-its. The post-its were then put on a wall and sorted into groups, based on their natural relationships and similarities. Every group was named and typical quotes were picked out, creating a framework for the upcoming development. This result served as the main basis for the research results chapter in this report. 4.3.9 User test analysis The user test of the prototype during the contextual studies resulted in 13 questionnaires to analyse. The quantitative part of the results was processed in excel to retrieve numbers on i.e. evoked emotions and perceived meaning and aesthetics of the products. The analysis showed what aesthetic, meaning and emotional experiences the reference product provoked, which could be further used for identifying positive as well as negative aspects. These then helped shaping the guidelines for the concept development and guidelines for the design. 4.3.10 Implications of results How the result of the analysis influenced the concept to be developed was summarized in a few different ways. At first, a list of quite general guidelines was written. These guidelines dealt with appropriate target group, use context and use experience among other things. Five core values which described the desired user experience of the product was then developed from comparing the company’s brand identity with the desires expressed by parents and children during the research phase. A customer journey with associated experiences was also created based upon the insights, to be used for facilitating the ideation and create a coherent understanding of the usage. To describe which contexts the product needed to fit into, image boards over intended use and sale context were developed. These served later as inspiration and guides during the concept development. Personas, which are fictional characters meant to create a joint understanding of a target users and to aid the evaluation process (Courage & Baxter, 2005), described users. Main aims with the personas in this project were to communicate user characteristics and subgroups to the company and to enhance a user perspective throughout the project. Finally a product specification was created, which is a list of all the needs and demands that the product should meet and to be used in order to enable reliable and thorough evaluation of future concepts. Figure 4.C. Affinity diagram PROCess | 16 4.4.3 User evaluation Group interviews with in total eight parents were held in order to gather user experts’ insights. The parents, which were found at Chalmers and at a local daycare center, were presented each concept and told to evaluate the potential based on their own thoughts. A few key concerns brought up by the project group regarding each concept were thereafter discussed. As a final exercise, the parents ranked the concepts upon potential and described their reasoning behind decisions. 4.4.4 Theoretical evaluation The main aim of the theoretical analysis was not to identify the theoretically best concept but rather to go through all the concepts thoroughly. SWOT-analysis is a common analysis tool for identifying strength, weaknesses, obstacles and threats (Kotler, 2010). This technique was used to evaluate these aspects of each concept. A weighted matrix was furthermore developed in which the seven concepts were evaluated upon fulfillment of identified key demands in the product specification. The selection was based on what was thought to be essential for realizability, market potential and ecological sustainability as well as for to facilitate for desired user experiences. 4.4.5 Company feedback The concepts were finally presented for and discussed with company representatives in order to ensure that they wouldn’t be unreasonable and detect eventual flaws from their viewpoint. Matters such as realizability, ink development needed and possible production techniques were discussed. It was furthermore discussed how well the different concepts fitted with the company’s strategies and expansion plans. 4.4 IDEATION This section describes how ideas were developed and evaluated. 4.4.1 Idea generation Brainstorming is the most commonly used ideation method. It aims at generating large quantities of ideas through gathering people and letting them ideate on particular topics or problems in a non-judgmental environment (Wilson, 2013). Initial brainstorm sessions (figure 4.D) aimed at capturing a broad spectrum of ideas by focusing on open questions such as “what could the ink be used for?” and “what information could be shown?”. The first sessions took place before the research phase and was iterated during the contextual studies and then after the analysis of the research results. Sessions were carried out both by the project group and in collaboration with potential users and company representatives. As further insights were gained, brainstorm sessions became more and more focused on solving specific problems. Many different ideation techniques were complementary used during the brainstorming sessions in order to spur ideas. Mediating cards, 6-3-5, exchange of ideas, random input and scamper are some examples. 4.4.2 Morphological chart and screening Morphological charts were used in order to develop holistic concepts from the vast number of ideas generated during the idea generation. The aim of using a morphological matrix is to identify new possible concepts by identifying core functionalities of existing concepts and rearranging them (Michalko, 2006). Insufficient ideas were disregarded through iterative screenings throughout the development. Seven final concepts were picked out, further refined and summarized with drawings in order to enable easy presentation and evaluation during subsequent interviews and meetings. Figure 4.D. Brainstorming 17 | PROCess one to five. An evaluation of the weighted result and the comments led to dismissing one of the suggestions and to development of a refined final concept, based upon the two suggestions that passed the test. This design was achieved through use of a morphological technique, identifying the different sub-choices that existed and then subsequently making decisions based upon the vast knowledge from previous research, testing and evaluation. 4.5.4 Patch material Identifying suitable materials was a task carried out concurrently with the refinement of the chosen patch idea. A number of producers of band-aid, paper and medical aids were contacted. Out of these, one responded eagerly to help out and offered their support of knowledge within the subject. Three materials were chosen based on the criterias in the product specification and samples were tested, by attaching them to the body, before swimming. Based on this evaluation two additional materials were selected. These five were subsequently tested more thoroughly in a constructed real life use situation. They were cut in the intended size and shape (which was developed simultaneously), attached to probable attachment spots on the body and then tested in both chlorinated water and heat. Three materials managed the test well. The printability of these materials was subsequently tested by the industrial partner’s printing house. Based upon that result, one material was chosen for the application. 4.5.5 Package design The development of the packaging started broad to find different solutions but was quickly limited, in order to enhance realizability, to cheaper solutions, These solutions solely used cardboard as base material and a manufacturing process which included printing, die cutting, folding and gluing. This is the material and manufacturing techniques that the current package utilizes and the currently used printing house can manage. It made the solution space much narrower but enabled rapid prototyping and testing. During the initial ideation, the main focus was on enabling the user to be able to physically use the product and to make it standout from other products in the pharmacy. Inspiration 4.5 CONCEPT DEvELOPMENT This section describes how the chosen concept was refined. 4.5.1 Manufacturing Moving forward with a patch UV indicator, the concept development phase was initiated by an investigation of how patches normally are manufactured and how these techniques can be related to how the reference product is manufactured. This knowledge was achieved through telephone interviews with branch experts. A desired product journey was developed to describe the manufacturing techniques and stakeholders involved. 4.5.2 Patch design The first move for developing the patch design was to set up some basic principles for the upcoming development. In order to do so, a large variety of different sizes and shapes were created and evaluated based upon how they were in line with the core values, overall experience and usability. This was done in an iterative manner, approaching the final size and shape by testing and refining ideas. Shapes were investigated through producing all considerable shapes that could be consistent with the sought expression. Size was subsequently investigated through creating paper prototypes in sizes ranging from 1 to 64 cm2 and comparing it with the target group’s anthropometrics by trying them out on children’s arms and necks. After a number of steps, the refining process shifted to be more focused on the UV exposure indication and what should be printed on the patch. The interplay between readability, usability and the overall appearance together with the patch’s dimensions lead after three iterations of ideation and screening to three final design suggestions. 4.5.3 User test of patch designs The three patch design suggestions were evaluated by 15 industrial design engineering students with respect to the five core values. Respondents were given a brief introduction to the product whereafter they ranked the expressions of the three designss regarding core values, and discussed their decisions. A weighted, final result was achieved through grading the importance of the core values from Figure 4.E. Patch design PROCess | 18 was found through examining innovative package designs in general and pharmacy packaging in particular. The initial ideation furthermore took in different aspects from users, context, product, company and manufacturing techniques. Approximately 20 cardboard package prototypes were created. Four of these were selected for further testing based on manufacturability and expression. Graphical prints for the four cardboard packages were developed in an highly iterative manner. The visual identity of the current package and brand, together with the identified characteristics of sun care products and children’s products were used as starting points for the graphical profile. Insights from the contextual studies, regarding which information the users needed and wanted was furthermore used as guidelines. 4.5.6 User test of package designs A contradiction between child friendliness and reliability was found and ten design students were involved in order to identify what characterise these expressions. They were told to place nine sun care products and the current package on a two dimensional scale and discuss their reasoning. The results lead to improvements and changes regarding the appearance in order to better match the perception on what is both reliable and child friendly. Four functional prototypes were then constructed. These were evaluated by ten parents with young children to test their understanding, experience, associations, excitement and ultimately favourite concept. The participating parents, found at a local daycare center, were presented with one package prototype and asked to read the front. They then answered questions regarding their understanding and uncertainties before they were asked to scan the back cover as well. As a final exercise, the participants were told to look at all the prototypes and discuss the differences between them. 4.5.7 Package refinement The package that managed the user test best was chosen. It was then refined by taking insights from the user test and evaluation in consideration and further develop the print upon understanding of the product and how to use it. This was conducted in a highly iterative manner in which solutions were tested within the project team and by fellow students who had an understanding of the project. The package was also further refined regarding size, construction and opening mechanism to optimize it for production and use. In order to improve usability, create a higher value of the plaster and a more premium experience, an envelope was finally added to the equation. The manufacturer of the reference product’s package was also contacted. Their expertise was used in order to evaluate the manufacturability of the package and to make economical improvements. By suggestion, changes were made to improve the opening mechanism. Figure 4.F. Package design 19 | PROCess 4.6 FINAL CONCEPT This section describes how the final concept was finalized and visualized. 4.6.1 User experiences A suggested customer journey was created to make desired user experiences of the final concept comprehensible and communicable. The customer journey also made it possible to compare the final concept, with research implications and findings regarding the performance of the reference product. By combining customer journey and personas, a consumer scenario was created to further explain the concept and show its properties through a concrete example. The scenario goes through all the touchpoints in the consumer journey and describes them from a typical user’s perspective. 4.6.2 Prototype The final concept was prototyped using adhesive paper with a liner for the plaster, a thick and glossy paper for the package and a thin, semi-transparent paper for the envelope. The materials were printed on by a local printing house. This prototype was used for presenting the final concept and in the final user evaluation. 4.6.3 Final user evaluation As a final evaluation 12 parents, with children within the targeted age span, tested and discussed the final concept. Half of these tried the final concept first and then had the chance to compare it to the reference product, while the other six did the opposite. The test staged an imagined user scenario and featured both the purchase situation as well as usage. They were first exposed to the front cover of the package, then the back cover and finally were allowed to open the package and interact with the product. During each of these stages they were asked questions regarding their understanding and experience. Their behavior and way to interact were also observed in order to detect subliminal experiences and unexpected things. The results were used in order to compare the final concept with the reference product and the project aim. Figure 4.G. Final user evaluation ReseaRCh fINDINgs | 20 5.1 USE CONTExT This section deals with probable use contexts. All use contexts for UV indicator devices, which were suggested by intended users in the initial survey, were closely related to when children are exposed to sun. Other characteristics were that the parent has to be aware of and consider the sun exposure and that the situation must not happen too often since that would be too expensive and unpractical. At the beach or during early summer excursions were therefore the most frequently mentioned contexts. Other examples included playground, park, schoolyard, boat, ski slope and garden. It was however clear that most parents only want to use the utensil when at holidays in the sun since the sun is stronger there and that the most applicable situation would be when bathing since that is when the children use least clothing and therefore face an increased risk of sunburn. As an effect of this, it was decided to focus the subsequent contextual studies on a sunny vacation context. Commonly observed activities during the contextual studies included sun bathing, bathing (in pool and in the sea), excursions, shopping, sightseeing and eating and drinking. Many families focused entirely on relaxing and getting away from everyday life but some also wanted adventures and new experiences. It was not uncommon however that the families at the resort stayed around the pool area pretty much the entire vacation. 5.2 USER GROUP This section describes characteristics of the intended target group. 5.2.1 Parents Parents’ attitude to parenthood differs extensively although most parents seem to be very protective over younger children. This could both be observed during the contextual studies and was frequently mentioned in surveys and during interviews. Interviewed parents generally wanted to be caretaking and responsible, but at the same time not overprotective or nervous. Most were moreover ensured that parents are important role models for their children and believed that their children would mirror them. Many interviewees mentioned a clear difference between two kinds of parents; the first are insecure, easily influenced parents in need of guidelines of exactly what to do, and the second kind are more self secure parents who trust themselves. First time parents normally belong to the first group since they are inexperienced and therefore more insecure in their role. Two personas (figure 5.A and 5.B) were developed to represent the parent user group and describes therefore the most important characteristics found during the research phase. 5.2.2 Children There are definitely many commonalities among children, but also a large variety and diversity. Comparing a 2 year old with a 12 year old shows the contradictions that could occur in matters of taste and opinion. This was also found to be apparent to the children themselves. Older children want to feel older and will not play with the same toys as their younger siblings. The reverse is also true. It is however common that siblings get the same things as it otherwise could lead to fussing and fighting. The differences among children are not only in their personal development, some physical differences also affect the choice of product. Small children for instance have more sensitive skin, play in smaller areas and are not as physically active in their play. Children seek attention and recognition, both from parents and others. They are also inquisitive, asking a lot of questions, as they want to understand the world and the things in it. They therefore find interest in the smallest things, using all their senses to get to know it. Gender stereotypes were identified as quite distinct during the school visit. Boys tended to be more loud and intense, playing war at the schoolyard, while many girls wore pink tinsel shirts and pretend to have tea parties. Parents mentioned this as a negative aspect of children products, but something they sometimes fall under. Two personas (figure 5.C and 5.D) were developed to represent the children user group and describes therefore the most important characteristics found during the research phase. 05 RESEARCH FINDINGS This chapter summarizes insights regarding users, use context and experience of use, that were generated during the pre- study and research phase. 21 | ReseaRCh fINDINgs Figure 5.A. Parent persona Annette. Figure 5.B. Parent persona Fredrik. ReseaRCh fINDINgs | 22 Figure 5.C. Child persona Charlie. Figure 5.D. Child persona John. 23 | ReseaRCh fINDINgs very young. The risk of instantaneous pain is however a more obvious threat than the enhanced risk of skin cancer. Itching and burning is something interviewees do not want to provide their children with. Attitudes differed nevertheless a great deal among the interviewed parents. Some parents are very relaxed regarding the issue, especially if they have applied sunscreen. Others use all kinds of protective methods and worry anyway. Sun protection is in general a women’s issue. Mothers worry more and are often “in charge” of the sun protection of the children. 5.3.3 Sun protection strategies Many parents have deliberate strategies, habits or patterns for how to protect their children from getting sunburned (Brunnberg & Rodvall, 2009). What the strategies includes and when they are utilized differs however widely. Some respondents in the initial survey only consider the risks while at the beach during the summer. Others protect their children as soon as they are outdoors all year round. Rodvall et al. (2009) have however found that it is closely related to when it is sunny and risks are considered much more when close to the sea or abroad. Many of the children to the survey respondents have experience of getting sunburned. The most frequently mentioned places where this has happened are; in Sweden during the spring (often at kindergarten or at school) or during vacations abroad (often at the beach or during excursions). Misjudging the sun’s strength, forgetting to apply or re-apply sunscreen and being in the sun longer than planned are mentioned in the survey as reasons. T-shirts, UV clothing, special caps, hats and sunglasses were apart from sunscreen some of the most commonly observed products that parents use in order to protect the children from the sun. Especially younger children wear these gadgets and are in general protected much more carefully than older children. The smallest children at the resort never even experienced direct sunlight while older children took more responsibility themselves. To avoid the sun during midday or being in the shadow are other commonly used strategies even though many mentioned that they do not want to avoid the sun if they have travelled far to enjoy it. Rodvall et al. (2009) collected the statistics seen in figure 5.F regarding protection of 7-year-olds. Parents are aware that the skin generate a natural protection when exposed to sunlight and are therefore more careful when the children have not been exposed to sunlight for a while. This could for example be during spring or in the beginning of the vacation. The observation showed that there is a big difference between how parents think they act and their actual behaviour. They might for example plan to re-apply sunscreen after every bath but it seldom happen in reality. Most parents and many children get sunburned at least once during the vacation. Tanning, sunbathing and sunburns are furthermore common conversation subjects during the vacation. 5.3 SUN HABITS Sun habits were observed during the contextual studies and dealt with in the initial questionnaire. This section summarizes the findings. 5.3.1 Children’s attitude Children associates the sun with playing and fun. Sun protection is the parents’ concern and responsibility, and not something the children themselves worry about. The risk of cancer is not generally understood, but the instant pain is well known and feared. This was also evident during the contextual observations. As they are very young they are more looked after, while older children are more independent and harder to control. Sun tanning is not practised until they reach an age of around 10 to 12. Before that it is not a common goal to get a tan, but rather to just enjoy the warmth. Sun habits and attitudes are however in many cases undoubtedly inherited from parents. Observations showed a clear link between sunburned parents and sunburned children. Children in Sweden get exposed to extensive sun early in life. Many of the families at the observed resort had very young children and Bränström et al. (2005) have concluded that 36% of Swedish one year olds have been abroad on vacations at sunny resorts. 12% of all children furthermore get sunburned during their first two year of life. The corresponding numbers for four years and seven years are 44% and 67% (Rodvall et al., 2009). Rodvall et al. (2009) have identified three major causes of why children get sunburned; if they use sunscreen, if the children have light skin and if the parents appreciate if the children look brown and healthy. 5.3.2 Parents’ attitude Most interviewed parents made a clear distinction between their own sun habits and the children’s habits. As an adult it is important to get sun tanned while the children only should “achieve some color” (Rodvall et al., 2009, Brunnberg & Rodvall, 2009). Friends and coworkers expect a sun tan when you return from vacation and you risk missing out on quite a few compliments if you are not. It can even feel inconvenient if you do not have any color and some interviewees mentioned a pressure to get sun tanned. Getting a suntan is also one of the main reasons for trips to sunny destinations, showing the contradictory attitude towards the sun. A general attitude is that children preferably only should achieve enough color to look healthy and vivid and parents are therefore much more careful and strict regarding the children’s protection than their own. Some observed parents even used their own bodies as warning bells for when they have to be attentive to the children. The common attitude is however that the sun is good for the children and reduces the risks of health issues, as long as they do not get sunburned. Interviewed parents worry more about their small children. Partly because they are unfamiliar and inexperienced with the small children’s skin type but also since they are aware of that small children have more sensitive skin and that the causes of getting sunburned are more hazardous when ReseaRCh fINDINgs | 24 5.3.4 Difficulties related to sun exposure Many difficulties regarding sun habits were mentioned during interviews and in the survey by the parents. A major issue is to evaluate the suń s effect, to remember how much the children can handle and to thereby realize how long the children can stay in the sun. This should be matched with protective methods and activities. The sun is for example most hazardous during midday when it is most enjoyable and sometimes difficult to find shadow or convince the children to stay inside. It was furthermore mentioned that is sometimes difficult to communicate with, understand and motivate the children. They often refuse to sit still, do not realize the danger and are in general difficult to control. It is for instance difficult to convince smaller children to wear warm uncomfortable UV clothes and older children to wear something childish or geeky. To apply sunscreen correctly and to know when to re-apply it were the most frequently mentioned problems in the survey. It is apparently very difficult to find a trustworthy sunscreen and to know how it should be used, how much it protects and how much of it that is left after bathing. Rodvall et al. (2009) found in a study that most parents to 4-year-old children find it difficult to apply sunscreen and to know if it is correct. Another problem the parents mentioned during interviews was that they are not always present when the children are exposed to sunlight. It can be difficult to trust and cooperate with e.g. caretakers, teachers and grandparents. The parents feel that they have all the information they need regarding sun exposure but want short, direct sun bathing tips if something. Guidelines should be effective and realizable rather than too complex and perfect. Figure 5.E. Children using different protection strategies Figure 5.F. Table describing the use of different sun protection strategies for 7 year olds (Rodvall et al., 2009) PROTECTION METHOD SKIN TYPE 1 & 2 SKIN TYPE 3 & 4 TOTAL Sun screen 67% 54% 56% Clothes 65% 50% 52% Shadow 11% 7% 8% Stay inside 8% 5% 6% 25 | ReseaRCh fINDINgs To attach the wristband to the children’s arms was rated as very easy by the parents even though problems such as manage to get it straight and fasten it tight enough to not fall off but loose enough to not hurt was mentioned during the concluding interviews. A need of a possibility to redo the fastening was expressed. Approximately 90% of all the children that used the wristband dropped it why the actual effectiveness of using the wristband was almost absent. Many did not notice exactly when it happened but it usually occurred when they were in the pool. Most small children did not notice that they wore a wristband at all while the older children followed its progress with some curiosity. The wristbands changed color, according to the parents, after one to three hours. They noticed that it changed color but thought it was close to impossible to tell whether it had reached the same color as the reference points or not. This was especially difficult to tell while in direct sunlight. It was thereby very difficult to make decisions based on the color change* and the efficiency of use was low. Most parents chose to re-apply sunscreen when the wristband got a pink color. The color change was noticed by both parents and children. The effects of using the wristband were thoroughly discussed during the interviews. Parents mentioned that it should not require intelligence, make you feel like a bad parent or increase your feeling of guilt. The link between cancer and death should furthermore not be obvious for the children since they should be allowed be children and focus on enjoying the sun. It should in other words not elicit negative emotions from either parents or children. To show other parents that you are a good parent that protects your children was another meaningful experience that some parents would have appreciated. They agreed furthermore that it would be difficult to tell your child that your wristband is pink, you need to stay in the shadow and can not play with your friends. 5.4.4 Elicited experiences The worry over if the children would get sunburned did not change through use of the wristband. They did however say that the wristband made them increasingly aware of the sun’s strength. The project group also realized, through self studies, that the product provides a comforting feeling when you use it yourself. If you trust the wristband, you do not have to worry until it becomes pink. A few users mentioned that this trust could be difficult to build. I would not put the well being of my child in the hands of a technical product. What if he gets sunburned because it forgot to alert for danger was for example expressed by one of the interviewed parents. The wristband evoked furthermore quite a bit of interest and liking among the users but almost no other emotions, according to the questionnaire. Both parents and children rated their use experience as very positive in general. The wristband was, according to the questionnaire, seen as an effective product for special occasions. It was also perceived as pretty modern and useful and on top of that 5.4 USER ExPERIENCES This section describes user experiences expressed in the initial survey and elicited during the user test of a prototype of the wristband. 5.4.1 First reaction to prototype The prototype of the reference wristband elicited strong but conflicting emotions in the initial survey. Parents first reaction when presented with a picture of the wristband and the idea behind it was always either smart idea or unnecessary. Some did not see any need of assistance and thus not the wristband’s utility. Others knew about the growing skin cancer concern and thought that this is a product perfectly in tune with the times that could enhance their control. It was however common to state that the product is ideal for others but maybe not for me. It was common, among participants in the user test, to follow up with questions regarding how the wristbands work and how it can be adjusted for different types of sun and skin. When provided with that type of information, the attitude was far more positive. In order to test the product, they also wanted to be sure that it is safe and reliable (tested) and that it functions in the specific use context. How it should be used was another key concern; both how to understand the information and how to use it accordingly. 5.4.2 Packaging information The information on the packaging was generally rated as appropriate in the questionnaire that followed up the user test, even though many misunderstood how to use the wristband. Guessability was found to be rather low while learnability seemed quite high. Common problems included understanding; - the description of the color change - that the the entire wristband change color - what the different colors imply - for how long it is meant to be used - whether it was water resistant or not - that you should apply sunscreen on it - if it was meant for children or for adults It was mentioned that a description of the technique would have increased trust. Parents were also interested in knowing how it account for the natural protection you develop as you are exposed for the sun. Parents were in general sure that they used the wristband in a correct manner and said that it was very easy to understand how to use it. They therefore rated satisfaction of use and guessability as high. This was falsely since several used it incorrectly and asked many questions that were supposed to be explained on the package. The parents agreed however on that easy usage was one of the most important aspects. 5.4.3 Use of prototype It was in general very easy for the parents to convince the children to wear the wristband during the user test and it elicited positive emotions both before and during use. All but two smaller children wanted to use the wristband and most expressed interest and curiosity. Siblings that were not given wristbands became jealous. *Since research was conducted, ink development has lead to an improved color change. Hence difficulties experienced at this point are believed to be less important, although the overall concern for how to make the indication visible and easily detected remains. ReseaRCh fINDINgs | 26 Figure 5.G. User experiences 27 | ReseaRCh fINDINgs take any risk. Enhancing observability could therefore be a good way to spread the knowledge, letting the product also be an more influential information barrier. The experienced group have already developed a lot of habits and ideas of parenting and products. They are thus not actively seeking new products and are instead more provoked to change if the current state changes. A commonly expressed opinion during interviews was that traditional ways of parenting children, using common sense and experience, are good enough. Technical gadgets aimed at enhancing or simplifying the monitoring of the children can as an effect therefore be seen as unnecessary. It was moreover frequently mentioned during interviews that aiding products in general are appreciated and parents often try new things. This seems to be more typical for the men in the families while women prefer to at least have some kind of recommendation or positive information before considering new gadgets. A good trialability could enhance this aspect and lower the threshold for adoption. 5.5.2 Decision making There are a number of important drivers that affect the consumer in the decision making process. Parents are quite proactive when buying products, reading tests and reviews, getting recommendations from friends and magazines and going through the Swedish pharmacy Apoteket’s homepage. Even though the pharmacy monopoly in Sweden is dissolved since 2009, their position as trustworthy and a quality seal for products remains almost untouched. Parents usually buy their health products in the store where they feel secure and are able to ask for advice, but an increase of online shopping is also seen. Most have a clear idea of what they are looking for before getting in the store, using a non compensatory decision strategy. Brands and products that are in their assortment are more trusted and believed to be safer to use. In the evaluation of alternatives, function, quality and price are the top characteristics that are considered at a conscious level. Buying children branded products is common since they are believed to be extra tested, reliable, and not containing hazardous substances. There is furthermore a general understanding that kids are more sensitive and that children’s products are milder and more adapted to their preconditions. The product therefore need to be compatible with other children products in order to be adopted. Brands were rated in the initial questionnaire to play a minor role, but labeling and marking products with well- known symbols (CE, Fairtrade) or recommendations (Naturvårdsverket, Barncancerfonden) that indicate quality or safety, are seen as a major benefit and lowers the perceived risk. The functionality is of course one of the first attributes that is evaluated in the process of decision making and parents have a weak spot for well functioning products that are easy to use and to understand. This is something that goes hand in hand with the quality attribute. The decision making process is also heavily influenced by recommendations from other parents. This is especially true for products to avoid, and similar effects can be seen for product experiences. very innovative and smart. The meaningful experience was furthermore closely linked to sunscreen and sun care products. No clear patterns emerged when the parents were supposed to rate the products aesthetics. They thought however that it rather could be described as discrete, soft and stripped than vulgar, hard and cluttered. During interviews, some respondents described it as a bit dull and boring while others thought it was cleanly designed and blended in well with the skin. 5.4.5 Storing and transport Interviewed parents associated the wristband with the same situations as they use sunscreen in. As an effect, they want to buy, store and use it at the same places as the sunscreen. This implies that the major touch points for storing and transport are; buying it at the pharmacy, storing it in a not central part of the bathroom cabinet, transporting it to the holiday destination in a vanity cases and to the beach in a beach bag. It have furthermore been found that 99% of the Swedish sunscreen users visit a pharmacy yearly and 50% even monthly (Strand, 2012). 5.5 CONSUMER BEHAvIOR OF PARENTS This section describes the consumer behavior of the user group, which was researched in the initial questionnaire, during interviews and during the contextual studies. Since the market of UV indicators is small and untested, no specific consumer behavior is established for the specific product segment. Some characteristics are however shared for the target group as a whole and some can also be translated from other fields. The data collected through contextual studies was analysed by using an affinity diagram, leading to the following insights and predictions of the consumer behavior. 5.5.1 General attributes Parents are generally more aware and active in their decision making process when it comes to products for their children. The children impact product decisions both direct and indirect. Parents bear a mental image of their children’s preferences and consider their opinion in order to minimize negative effects such as the child refusing to use a product. Children’s opinions are highly regarded when it comes to products concerning enjoyment and taste, but for safety, health and responsibility their opinions are not as important. Children’s preferences moreover shift quickly and are highly affected by especially their parents and friends. Interviewed parents talked about how children sometimes have a distinct opinion, seemingly for no reason, which some parents explain as a way to test their own will and influence. As they get older, they are allowed to make more decisions on their own, leading to increased awareness of their own and others’ appearance and opinions. The target group can as mentioned earlier roughly be divided into two categories; first-time parents and experienced parents. First-time parents have limited knowledge and experience. They therefore need to make decisions for the first time and create new behaviors. This group of parents are usually more actively seeking information, are more concerned as well as anxious and rather play it safe than ReseaRCh fINDINgs | 28 Figure 5.H. User experiences 29 | ReseaRCh fINDINgs 5.6.3 Categorization of sun care products Assimilation of sun care products is, just as children products, affected by a number of visual charachteristics. The study of sun care products identified the following characteristics; - Brands located highly on the front cover - Blank plastic materials - Large white, yellow, orange and blue color blocks - References to the sun in form of text and illustrations - A lot of text in various sizes on both front and back cover with a clear division on what to read first and what can be read if interested - One unison font with different thicknesses and whether upper or lower case letters is used - Technical Information with positively associated words such as UVA and UVB 5.7 BRAND IDENTITY This section deals with the brand identity which was expressed during the initial interviews and which can be seen through the current product, package and website. The industrial partner expressed a brand strategy of becoming a natural part of sunbathing during initial interviews. They aim at being perceived as serious, technical and smart, almost on the edge of a medical device. At the same time they also want to be seen as something positive, understandable and friendly. Since their visual identity is well defined, both for website and on current package (figure 5.I), and they do not want to completely re-brand the company or have differently branded products, the new product needs to be coherent with the existing brand. Only minor changes of the identity should thus be considered in the development of the new concept. Parents are furthermore very habitual in their consumption; if they find a good product, they will stick to it and become quite closed for new ideas or alternatives. If a new alternative appears, the perceived risk is quite high since the current state is close to the desired. 5.6 CATEGORIzATION This section deals with how the expression affects the categorization of the product and what benefits and disadvantages that could imply. 5.6.1 Categorization of UV indicator The categorization of a UV indicator will either follow an assimilation or accommodation process. Since the product will have a new function and different usage compared to the existing market, the possibility is quite high that it will be accommodated (put into a new category). As an effect the product can be seen as unique, interesting and without competitors, but at the same time harder to understand. Many parents have however, during interviews, related the product to sunscreen. There is thus a possibility that it will be partly assimilated into a sun care category. Since it aim at children, it is furthermore likely that it will be associated with such products. If sold at the pharmacy, it will be sorted as either sun care or as children’s product. In that case it might be harder to detect the product’s relative advantage and instead compare it to products that have other functions. It is therefore suitable to make it closely linked to sunscreen and brand it as a children’s product but at the same time push on its unique features and market it as a supplementary sun care aid. The assimilation might also help it to be easier understood, e.g. that it is against sunburn, for kids and trustworthy. It is furthermore vital to relate the product to the company’s other product and the established brand identity. 5.6.2 Categorization of children’s products Assimilation of products for children comes from a number of traits that helps consumers understand who the product is for. Appearance is one of the major factors and there are a number of characteristics that are typical. The study of children products identified the following characteristics; - Soft product shapes - A small set of saturated colors - Element that express childishness, e.g. a picture of a child or text in different colors, written in a childish way. - Harmlessness highlighted - References to “real” products. ReseaRCh fINDINgs | 30 Minimalistic, narrow Ink with reference points Glossy, coated PVC Glossy paper material White and striped yellow background Simple graphics Hangable Logotype Black, rounded san serif Aim of use Product type References to the sun Skintype Seperating lines Number of wristbands Graphical explanation of use Sales arguments Manufacturing and recycling info Introduction Bulletpointed features Figure 5.I. The reference product and its visual identity 31 | ReseaRCh fINDINgs 5.8 RETAIL ENvIRONMENT This section describes the characteristics of the retail environment, which were identified during the visits to drug stores and how products are chosen. The visits to different pharmacies showed that the products on display are divided according to what part of the body the products aim at. There is also sometimes a specific area for children’s products in which all products that specifically aims at children are placed. Almost all products have a healthy, clean and pharmaceutical appearance and are displayed in racks of either hanging or standing packages. If a certain brand have a variety of products within a category they are usually placed together, making them easier to identify and more visible. The interior uses very small means of marketing and instead rely on the products to communicate and be sold more based upon function. Interviewed personnel agree furthermore that most customers have a quite clear goal with their shopping, not allowing much space for discovering new products. Swedish pharmacies most often belong to or cooperates with one of the bigger pharmacy chains in Sweden such as Apoteksgruppen and Kronans droghandel. Which products to sell and to what price is mainly decided at the chains’ head offices even though the shop owners have some influence. Camilla Ryman, purchasing manager at Apoteksgruppen claimed that about 80% of the items at their pharmacies are decided centrally. The head office furthermore organizes monthly marketing campaigns which includes marketing posters, products to display and special deals. All pharmacy purchasing departments cooperate with pharmaceutical distributors. It is the pharmaceutical distributors who test and insure the quality of the products, and recommend volume and end price to the pharmacy chains. It is however common that the introduction of new products originates in an expressed which from pharmacy companies. Sales persons therefore often contact the pharmacies directly. Normally, only products from big and established pharmaceutical brands are considered. If other products should be taken in and tested, they should acording to Camila Ryman be demonstrated to have unique qualities and meet proved needs that other products do not. 5.9 COMPETITORS This section deals with the most relevant competitors, examined during the competitor analysis. As mentioned in previous sections, the current product will belong to a more or less unknown product category; products that aid monitoring of children’s UV exposure. This product category is highly related to sun care products. These are not seen as competitors, since the product is a complement to sunscreen and not a substitute. There are however quite a few existing competitors. The table in appendix III gives an overview of the most prominent. As of now, the competitor Swimpy’s wristband is the only product available on the Nordic market which has similar functionality as the reference product. The reference Figure 5.J. The retail environment in Swedish pharmacies product utilizes a different ink technology compared to the swimpy wristband, which is more accurate, adjustable and gives a clearer indication. The swimpy wristband has furthermore not spread in the Nordic countries, is branded more as fast moving consumer goods and is not sold at a “reliable” store. There is therefore an opportunity to become the first accepted product within the category and thereby a market leader. The greatest threat from competitors is that a big, trustworthy company in the sunscreen industry that currently sells sunscreen decides to expand its product line and start selling UV indicators. Established companies have resources, contacts and trust among customers that the industrial partner can’t compete with. The competition intensity on sunscreen market can however be seen as quite low since the market growth is high. ReseaRCh fINDINgs | 32 - To differentiate from the Swimpy wristband, unique feature should be highlighted and the product should be branded and sold differently - The product must relate to the industrial partner’s current product and brand. - The product should comply with the feeling of the use context which is described in the mood board which is displayed in figure 5.I. 5.10.5 Aim of use - Parents find it difficult to know; when the children’s sun exposure limit is reached, which sunscreen to use, how well the sunscreen protect, when to reapply sunscreen, how much sunscreen is left after swimming and how to evaluate the sun’s effect. The ink technology makes it most feasible to address when the sun exposure limit is reached. 5.10.6 Use - The product must be compatible with existing protection methods. These include use of sunscreen, t-shirts, UV clothing, special caps, hats and sunglasses as well as to avoid the sun during midday or being in the shadow. - Clear instructions on how to use the product are necessary