Brief  Deathcare service Jeongah Woo( Irene )
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Brief Deathcare service Jeongah Woo( Irene )

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Designing entertainment services for the new Death Care Service (DCS) may offer a secular solution, in the absence of religious support. Change the collective mindset towards death by sharing ideas......

Designing entertainment services for the new Death Care Service (DCS) may offer a secular solution, in the absence of religious support. Change the collective mindset towards death by sharing ideas of better health and a ‘good death’ through games. Hoping you consider supporting my ideas on Quirky, any comments will be highly appreciated and hopefully vote for making it happen! Further, I would be very grateful if I can be supported by getting feedback on the game and some help to promote it. Please check this out:

http://www.quirky.com/invent/789543/action/vote/query/sort=ending_soon&categories=all

Be happy with everyone. Many thanks.

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  • 1. STRATEGIC DESIGN GUIDELINE for the new Death Care Service brand DEATH CARE SERVICE DESIGN Jeongah Woo (Irene) MA Design Branding Strategy 1231591 | Supervisor_ Prof. Patrick Jordan 1
  • 2. 2
  • 3. 1. http://theroomofbeauty.wordpress.com 2. google image 3 3. The Lord of the RIngs, 2005
  • 4. PROBLEMS & BACKGROUND 4
  • 5. Augmented funeral costs London £ 5,931 in 2017 2000 2010 2020 (resource : Mintel Research, 2012; The Sun Life Direct, 2012) 5
  • 6. £ 6
  • 7. Arranged prepaid funeral services other countries UK vs EU % 70 50 50 5 Belgium France Germany UK (McLaughlin, 2009) 7
  • 8. The main issue within the funeral industry in the UK is the reluctance in talking about death 8
  • 9. THE NEW DEATH CARE SERVICE ? 9
  • 10. Is it about funeral branding? 10
  • 11. It is NOT about funeral branding. 11
  • 12. To share ideas about a better health & good death The Death Care Service is about branding “design tools” • Websites • Mobile applications • A variety of fashion goods • Mobile chip (Deceased information retriever) 12
  • 13. AIM & OBJECTIVES 13
  • 14. Key question __ _ ea th _d 30 40 __ __ 15 50 ea th 10 60yr s La ter for ed 5 Be 1 __ _A er de ath How can one enhance the awareness of death in positive ways for people living the most out of life through Community-Based Design (CBD) to create Death Care Sevice (DCS) brand? 14
  • 15. Aim To create guidelines for the new Death Care Service (DCS) brand which enable people to change the mindset of death positively, through design Objectives 1. To identify the value of DCS in current funeral service industry 2. To investigate the awareness of death and latent needs about DCS 3. To re-define the meaning of DCS by using the positive aspects of death 4. To analyze consumer insights, expectations and needs to find out how to deliver it 5. To evaluate the role of DCS design in relationship among stakeholders and understand how it can be used to make a DCS brand successful 6. To create an effective design-led branding strategy for heightening awareness of DCS brands 15
  • 16. Methodology 16
  • 17. DISCOVER DEFINE DEVELOP feasibility review ts h sig in Books concept review ing p filt er ing ty to o pr fin al te s t 4 /7 58 Case studies Articles Papers METHODS DELIVER web sites Journals Primary Research ( observation, focus group, questionnaires) Modify the tool based on indepth interviews / back up secondary research ( exploratory Primary Research ( collecting findings, indepth interview, secondary research, workshop) indepth interviews) (Source based on Double Diamond Design Process Model by Design Council, 2005) 17
  • 18. DISCOVER DEFINE feasibility review ts h sig METHODS ( articles, conference paper, online, other) Case studies ing p ing ty to o pr 36 Observation 1 Focus group /2 DELIVER concept review filt er in Literature Review DEVELOP 36 Questionnaire Modify the tool based on indepth interviews / back up secondary research ( exploratory fin al te s t Primary Research ( collecting findings, indepth interview, secondary research, workshop) indepth interviews) (Source based on Double Diamond Design Process Model by Design Council, 2005) 18
  • 19. DISCOVER DEFINE DEVELOP feasibility review ts h sig in concept review ng pi ty to ro p filt er ing Books METHODS Literature Review ( articles, conference paper, online, other) Case studies DELIVER Primary Research Case studies Articles Papers ( exploratory indepth interviews, observation, focus group, questionnaires) Web sites Analysis of findings Journals 12 Indepth /13 fin al te s t Primary Research ( collecting findings, indepth interview, secondary research, workshop) interviews (Source based on Double Diamond Design Process Model by Design Council, 2005) 19
  • 20. DISCOVER DEFINE DEVELOP feasibility review s ht ig ins DELIVER concept review ing p filt er ing ty to o pr fin al te s t 2 METHODS Literature Review ( articles, conference paper, online, other) Case studies Primary Research ( exploratory indepth interviews, observation, focus group, questionnaires) Modify the tool based on indepth interviews / back up secondary research ( exploratory indepth interviews) Workshop/ Pilot test 13 Indepth Collecting findings interviews (Source based on Double Diamond Design Process Model by Design Council, 2005) 20
  • 21. FINDINGS : Literature 21
  • 22. 1. Death education through media & broadcasting on public (source: Schiappa et, al., 2004) 2. Commercialized death resources as retailing entertainment (source: Clark, D, 2003) 3. Enhancing own critical view with a close encounter of art (source: Damienhirst.com. 2007; White, 2009; Harper, 2010 p.92) 22
  • 23. 1. Death education through media & broadcasting on public (source: Schiappa et, al., 2004) 2. Commercialized death resources as retailing entertainment (source: Clark, D, 2003) 3. Enhancing own critical view with a close encounter of art (source: Damienhirst.com. 2007; White, 2009; Harper, 2010 p.92) 23
  • 24. 1. Death education through media & broadcasting on public (source: Schiappa et, al., 2004) 2. Commercialized death resources as retailing entertainment (source: Clark, D, 2003) 3. Enhancing own critical view with a close encounter of art (source: Damienhirst.com. 2007; White, 2009; Harper, 2010 p.92) 24
  • 25. Through the visualized death education, Hypothesis The familiarity with death will cope better with grief. 25
  • 26. FINDINGS | Questionnaire & Observation Participants_ 36 people/ in the age of 20's and 70's Main investigating items _ Familiarity of better health and good death RESULTS OF THE SURVEY NOT Agree to prepare for uncomfortable to talk about death death in advance About 69% About 63% 60% Do not know what a ‘living will’ is About 67% • Despite of acceptance to talk about death, • Defensive • Curious • Bothered • Doubted • Positive verbal comments • Peaceful gestures the respodents have less awareness of a good death 26
  • 27. FINDINGS | Focus group 5 people/ in the age of 20's and 30's Main investigating items _ awareness and familiarity of death Participants_ Not much anxiety of death A celebration Consulting services 27
  • 28. FINDINGS | Case studies 2 1 3 4 1. RED design model by the Design Council : participatory, preventive approach 2. Senior Design Factory : integrating society, reducing generation gaps 3. GP Pilot Project by Dying matters(Org.) : tests in talking about dying with patients with limted intervention 4. The gift of grace by the action mill(Ltd.) Thinking about death can promote better physical and mental health : card games by boosting end-of-life issues 28
  • 29. FINDINGS | Indepth interviews Well-dying (funeral, health & palliative care ) Religious Peter Lillystone San-chul Shin Pastor of the Waterloo Road Church, in Uxbridge, London, UK Secretary-general of Christian life centre(CLC)/ Minister of Seoul Young-dong Church in South Korea Pharmaceutical Funeral Hermione Elliott Sam Turner Jo Black Justin Anderson Chief director, the founder of Living well, Dying well, UK Director of Dying Matters Coalition & National Council for Palliative Care in England Manager, Dying Matters Coalition and National Council for Palliative Care in England Funeral director of W Sherry & sons, UK Design & Branding Academic Julian Shellard Savvas Tassou Busayawan Lam Legal administrator of the European Medicines Agency (EMA) Professor and Head of School of Engineering & Design, Brunel University, UK Course tutor of MA Design and branding Strategy and MA Design Strategy & Innovation, Brunel University, UK. Julie Jenson Bennett CEO at Precipice Design consulting agency, UK Paul Scrase Lutz Gegner Design Manager at Precipice Design consulting agency, UK User Experience Design Expert bei BEN Energy, Swizerland/ Visiting Researcher at ETH Zurich 29
  • 30. Hermione Elliott Chief director & the founder of Living well, Dying well Building services design and business Despite of the latent desire to share their personal experiece about death, boosting discussion around death is still issue. 30
  • 31. Sam Turner Director of Dying Matters Coalition & National Council for Palliative Care Public Engagement, developing partnerships Religious Leaders Health Care associations Palliative Care coalitions Dying Matters coalition Funeral Care associations Artists Designers People want to move away from the images of sunsets, doves..The new positive image of death is needed Public 31
  • 32. Julie Jenson Bennett CEO at Precipice Design consulting agency Business and Product Innovation. Product Design, Physical Environments, Interactive Experiences. Palliative Care Service (PCS) Funeral Service (FS) Death Care Service (DCS) The holistic view of Life and death should be taken into account designing the image of death as trigger points to pull people in conversations 32
  • 33. Lutz Gegner User Experience Design Expert bei BEN Energy, Swizerland /Visiting Researcher at ETH Zurich, Bits to Energy Lab Human centred design, early product concept evaluation, design research al Emotion Benefit l Benefit a Function ristics Visual semantic differentials can be tested by the laddering model of Gutman and multiattitude attribute model Characte 33
  • 34. STRATEGIC DIRECTION 34
  • 35. hn Te c Brand Innovation Strategy for DCS Design ess Innovation sin Bu olo gy Brand Human values Design (Source based on Grossman-khan and Rosenzweig, 2012 citing the Desirable-Feasible-Viable diagram from IDEO’s Human Centered Design Toolkit 2011; Venn diagram from Institute of design at Stanford from Centre for Design Innovation, n.d.) 35
  • 36. Brand Story telling Human values olo hn Te c ss Brand Innovation Strategy for DCS Design e sin Innovation Bu gy Touch points Design Insights (Source based on Grossman-khan and Rosenzweig, 2012 citing the Desirable-Feasible-Viable diagram from IDEO’s Human Centered Design Toolkit 2011; Venn diagram from Institute of design at Stanford from Centre for Design Innovation, n.d.) 36
  • 37. BETTER HEALTH GOOD DEATH 37
  • 38. Share ideas about .. BETTER + GOOD HEALTH DEATH 38
  • 39. No. Suggestions for ‘Well-Dying’ 1. Medical check-up regularly 2. Filling in an Advance Directive (Living Will Declaration) 3. Making out a Will and testament Source based on the suggestions of well-dying experts • • 11. 12. Source from the findings in the Close encounter of art or mass media around death Feeling free to talk about death literature review • • 16. Staying in touch with friends 17. Keeping non-smoking 18. Following a balanced diet with plenty of fruit and vegetables Source based on the Ten Tips For Better Health by Liam Donaldson • • 39
  • 40. Negative Aspects of Death Source: google image Smoking Source: Film of Thelma and Louise (1991) Source: google image Suicide Smoking 40
  • 41. Positive Aspects of Death New image of death : visual semantic differentials { Communities Bright sense of colours Active conversations Sense of humour Using simplified signs implying the meaning of better health Procedures for a good death 41
  • 42. CONCLUSION 42
  • 43. tools NEW BRAND Story telling Conversation olo hn ss Brand Innovation Strategy for DCS Design e sin Fashion goods Bu Online tools gy Touch points Te c d gn e si Familiarity of death : the community-based Human values Insights Reflecting on oneself for better life Preview of own death 43
  • 44. References Alters, S, 2009. DEATH AND DYING END-OF-LIFE CONTROVERSIES. 1st Ed. Gale 27500 Drake Rd. Farmington Hills, MI 48331-3535: Gale, Cengage Learning [fig]. Aries, P. 1981. The Hour of Our Death, translated by Helen Weaver. New York: Alfred A. Knopf. Ball, A. (2005), SIX FEET UNDER - THE COMPLETE FIFTH SEASON [ONLINE]. Available at: http://uncrate.com/stuff/six-feet-under---the-complete-fifth-season/differentsound/ [Accessed 02 May 13] [fig.]. Barnard, A, 2011. Key themes in health and social care. 1st Ed. 2 Park Square, Ilton Park, Abingdon, Oxon OX14 4RN : Routledge [fig.]. Best, K, 2010. The fundamentals of design management . 1st Ed. Rue des Fontenailles 16 Case Postale 1000 Lausanne 6 Switzerland: AVA Book. Brim, O.G (1982). The Dying patient, New York, Russell Sage Foundation [1970]. Boase, T. A. 1972. Death in the Middle Ages: Mortality, Judgment and Remembrance. New York: McGraw-Hill. Brooke, C., 2012 Channel 4 Dispatches funeral firms: Families horror as Co-op funeral firm 'piled naked bodies like TVs' | Mail Online (d). Available at: http://www.dailymail.co.uk/news/article-2163891/Channel-4-Dispatches-funeral-firm-Families-horror-Co-op-funeral-firm-piled-naked-bodies-like-TVs.html (Accessed: 4/30/2013 2013). Bryant, C, 2003. Handbook of Death and Dying. 1st Ed. 2455 Teller Road Thousand Oaks, California 91320: Sage Publications, Inc. Center of Design Innovation (n.d.) What? Design innovation Centre for Design Innovation [http://www.designinnovation.ie/what_innovation_sec1.html[Accessed 15 December 2012], [fig.]. Clark, D., 2003. “The Death and Life of Punk, The Last Subculture,” pp. 223-36, in Clifton, R. And Maughan, E., 2000. The future of brands. 1st Ed. New York University press : Interbrand Choi, M. 2012. Making together with young designers and the elderly, the Senior Design Factory. [ONLINE] Available at: http://mdesign.design.co.kr/in_magazine/sub. html?at=view&info_id=61204&c_id=00010001. [Accessed 07 May 13]. Corr, A., Corr, D. And Nabe, C. (Ed) (2009) Death and Dying, Life and Living, 2013th edn, Wadsworth, 20 Davis Drive, Belmont, USA. David Muggleton and Rupert Weinzierl (Eds.), The Post-Subcultures Reader. Oxford: Berg. Death care | Define Death care at Dictionary.com . 2013. Death care | Define Death care at Dictionary.com . [ONLINE] Available at: http://dictionary.reference.com/ browse/death+care?s=t. [Accessed 01 May 2013] [fig.]. Damienhirst.com. 2007. For the Love of God, 2007. [ONLINE] Available at: http://www.damienhirst.com/for-the-love-of-god. [Accessed 06 May 13]. Design Council, 2004. RED PAPER 01HEALTH: Co-creating Services [pdf] Available at: < http://www.designcouncil.org.uk/publications/red-paper-01-health/> [Accessed 20 April 2013] [fig.]. Design Council (2005) The design process. Available at: http://www.designcouncil.org.uk/designprocess [Accessed 19th April 2013] [fig.]. Dictionary.com. 2013. Death care. [ONLINE] Available at: http://dictionary.reference.com/browse/death+care?s=t. [Accessed 02 May 13]. Doka, J. 1983. “The Rediscovery of Death: An Analysis of the Emergence of the Death Studies Movement.” In Creativity in Death Education and Counseling, edited by C. A. Corr, J. Stillion, and M. Ribour. Lakewood, OH: Association for Death Education and Counseling. Evanescence, (2002), Mystary EP [ONLINE]. Available at: http://hitpredictor.wordpress.com/2010/03/03/evanescence-returns-to-studio-expect-third-album-to-havedistinctly-different-sound/ [Accessed 02 May 13] [fig.]. Free Dictionary. 2013. Palliative care (redirected from Hospice care) . [ONLINE] Available at: http://encyclopedia.thefreedictionary.com/hospice+care. [Accessed 02 May 13] [fig.]. Gary M. Erickson, Johny K. Johansson and Chao, P. 1984. Journal of Consumer Research. [ONLINE] Available at: http://www.jstor.org/stable/2488975?seq=3. [Accessed 13 August 13]. Grossman-khan, B. And Rosenzweig, R.(2012). SKIP THE SILVER BULLET: DRIVING INNOVATION THROUGH SMALL BETS AND DIVERSE PRACTICES. In Leading innovation through design. Boston. MA. USA, AUGUST 8-9 2012. 101 Tremont St.: Design Management Institute . P. 826. Harper, D, 2010. WHAT DEFINES A GOOD WORK OF ART WITHIN THE CONTEMPORARY ART WORLD? THEORIES, PRACTICES AND INSTITUTIONS. MASTER OF ARTS. SOUTH AFRICA: UNIVERSITY OF SOUTH AFRICA. Hands, D, 2009. Vision and Values in Design Management. 1st Ed. SA Rue des Fontenailles 16 Case Postale 1000 Lausanne 6 Switzerland : AVA Book. 44
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  • 46. Please feel free to ask any questions! Thank you 46