The document outlines the work of a student design team called "The Nutcrackers" who are developing a mental retreat program to help older Chinese women cope with stress. It includes details of their team members and skills, research on stress sources for their target customers, survey results on mental health, and outlines for validating their minimum viable product concept.
5. Skills: System thinking, UX
design, UI design, Data
analysis, prototyping,
wireframing, Concept test
Scenery Dong
Technology & Distribution
Karen Zhang, Kathy Jiang, Scenery Dong 11/2 2020
6. Our team name comes from a German functional toy that cracks nutshells.
The traditional nutcracker resembles a male soldier, king, or prince who
have protective power. But who says nutcrackers have to be male figures?
We Nutcrackers, as a part of the female community, has a goal to help
females break through the traditional convention on the female role
like cracking a tough nutshell and let the light gets in their lives.
About The Nutcrackers
Karen Zhang, Kathy Jiang, Scenery Dong 11/2 2020
7. Solve problems of social significance
by helping females around the world.
—OUR TEAM MISSION
Karen Zhang, Kathy Jiang, Scenery Dong 11/2 2020
9. Secondary Research
Senior Females are more vulnerable group in Chinese aging population
01
The world’s aging trend is
leaning towards the
female group.
03
The feminization of poverty
are the most obvious
phenomena in the senior
group.
02
Senior females are more
financially dependent on
family members in both
urban and suburban areas
in China.
Karen Zhang, Kathy Jiang, Scenery Dong 11/2 2020
10. Focusing
Molecule
females (over 50) who grew
up under stereotypical
gender education
a mental retreat
program that provides a
safe environment for
relieving stress
Have difficulties in coping with
their stress caused by family
relationships and social
expectations
PEOPLE
PROBLEM
SOLUTION
Karen Zhang, Kathy Jiang, Scenery Dong 11/2 2020
11. “We believe that
females (over 50) who grew up under stereotypical gender education
need help to cope with their stress caused by family relationships and the social expectations,
are willing to attend a mental retreat programthat provides a safe
environment for relieving stress.”
12. About Survey
We designed a
11-questions survey
mainly for recruiting our
interview participants. So
far we received 97 answers
from our participants
(females over 50).
13. Aging
52.58% participants had chosen
aging is causing their stress
Different habits
with husband
18.56% participants had chosen
aging is causing their stress
Lack of talks
with husband
14.43% participants had chosen
aging is causing their stress
Survey results
3 Top Stress Sources
14. 40.12%
Survey results
Potential mental crisis
Participants
Do nothing and wait for
negative emotions to
pass naturally
0%
Participants
Choose to talk with
professional therapists or
counselors
15. So far we conducted 15 interviews.
Karen Zhang, Kathy Jiang, Scenery Dong 11/2 2020
the level of mental stress
existing behaviors of
solving stress channels
the willingness of
participate/use our
service
Our interviewquestions are focusing on
16. Insights From Interviews
What are they already doing?
01
They choose to talk with
a reliable friend who
won’t spread rumors.
02
They choose to deal
with their inner-self: do
other things to distract
themselves from
negative feelings.
Karen Zhang, Kathy Jiang, Scenery Dong 11/2 2020
17. Insights From Interviews
What are their channels?
01
They prefer face to face
communication with
friends and others.
02
For digital products,
majority of them use
Wechat to contact with
friends and use Douyin
to watch short videos.
Karen Zhang, Kathy Jiang, Scenery Dong 11/2 2020
27. Market Size
$ 1.22 b
SOM
$ 47.1 b
SAM
$ 105.45 b
TAM
Karen Zhang, Kathy Jiang, Scenery Dong 11/2 2020
28. Market Size
Females (over 50) who are capable of
using smart devices
$ 105.45 billions/yr
01
03
02
SOM
SAM
TAM
SOM
Karen Zhang, Kathy Jiang, Scenery Dong 11/2 2020
Females (over 50) who are capable of using
smart devices, well-educated and living in
developed areas
$ 1.22billions/yr
Females (over 50) who are living in
developed areas and capable of
using smart devices
$ 47.1billions/yr
29. Market
SOM Calculation
Karen Zhang, Kathy Jiang, Scenery Dong 11/2 2020
$47.07b
SAM
2.6%
Proportion of seniors
are well educated
** = $ 1.22b
30. Market
SAM Calculation
Karen Zhang, Kathy Jiang, Scenery Dong 11/2 2020
102.2m
Number of females
over 50 in developed
area
49.7%
Proportion of seniors
who are living in
developed area
$ 926.86
Average income for seniors’
living in developed area/yr
** * = $ 47.07b
31. Market
TAM Calculation
Karen Zhang, Kathy Jiang, Scenery Dong 11/2 2020
204.4m
Number of females
over 50
20%
Proportion of seniors
who are capable of
using smart devices
$ 2579.6
Average income/yr
** * = $ 105.45b
32. Comparative
Research
Karen Zhang, Kathy Jiang, Scenery Dong 11/2 2020
Small Insights:
a. The seniors are already a
relatively small group of people;
companies won’t bother spending
time and money focusing on an
even smaller gender group.
B. Due to the earlier development of
gender equality, the gender role
differentiation in western societies is
not as polarized as this problem in
China. Therefore western
companies can find more common
grounds to land their business onto
and solve more universal issues
rather than specifically focusing on
a single-gender group.
34. Current Experiment
We decided to run an emotional
therapy workshop with our
participants. The format is an
in-person presentation.
We have evaluation session in the
end as our success metrics.
Link: The presentation deck
Karen Zhang, Kathy Jiang, Scenery Dong 11/2 2020
35. Next Steps
Test MVP: test the
presentation with our
interviewees
01
Interviews: Try to approach
females living under different
financial conditions
03
Keep developing our revenue
structure
02
Comparative research: Update a
new comparative research
04
Karen Zhang, Kathy Jiang, Scenery Dong 11/2 2020
36. CREDITS: This presentation template was created by Slidesgo,
including icons by Flaticon, and infographics & images by Freepik
THANKS
Do you have any questions?
tunghiuzit@cca.edu
yiranjiang@cca.edu
karenzhang@cca.edu
Please keep this slide for attribution
Karen Zhang, Kathy Jiang, Scenery Dong 11/2 2020
38. Survey Questions
01
Personal Information
● Age
● Retirement situation
02
Emotion Situation
● The social activities they participate most
frequently and how often
● Attitude to some possible emotional problem
in their lives
● Their methods of emotional self adjustment
● Prospective attention from society and
government
We printed some leaflets in order to reach out to more participants.
Karen Zhang, Kathy Jiang, Scenery Dong 11/2 2020
40. Resource
The development trend and living condition in
China：http://www.china.com.cn/zhuanti2005/txt/2006-03/17/content_6156283.htm
Senior females demorgraphic：
https://zhidao.baidu.com/question/556790658.html
http://www.xbrklzu.com/UploadFile/Issue/15jdt1j3.pdf
The proportion of seniors who are capable using smart device：
https://www.sohu.com/a/231049569_115565
The proportion of senior education level in developed area：
http://www.stats.gov.cn/tjsj/pcsj/rkpc/6rp/indexch.htm
China country assessment report on ageing and health (WHO):
https://apps.who.int/iris/bitstream/handle/10665/194271/9789245509318-chi.pdf;jsessionid=D47FCC7E641A
E6EAEA5ABD3EE0CCF2FF?sequence=5
Therapy aid -trigger:
https://www.therapistaid.com/therapy-worksheet/triggers/emotions/none
Therapy aid -DBT Emotion Regulation:
https://www.therapistaid.com/therapy-worksheet/dbt-emotion-regulation-skills/emotions/none
Therapy aid -How I feel:
https://www.therapistaid.com/worksheets/how-i-feel-cbt-tool.pdf
Karen Zhang, Kathy Jiang, Scenery Dong 11/2 2020
