Sleep Patterns Ethnography Insights

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This document outlines the final insights from the Sleep Patterns ethnography data collection of Spring 2013.

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Sleep Patterns Ethnography Insights

  1. 1. IDUS 711 - Methods of Contextual Research | Frances Manning, Lauren Peters, HaoTing Zhang, Ila Zheng | Prof. Sara Jo Johnson | May 28, 2013 1A q u a l i tat i v e s t u d y o f s l e e pi n s i g h t r e p o r tSleep Patterns
  2. 2. IDUS 711 - Methods of Contextual Research | Frances Manning, Lauren Peters, HaoTing Zhang, Ila Zheng | Prof. Sara Jo Johnson | May 28, 2013 2Insight REPORTWhat this document is for:Patterns have emerged from our research study and generated compellingquestions around the culture of sleep. Ultimately this research will allowus to explore future design concepts using the following insights:12 653 74 8Reflection causes Zzzzs. Try before I buy.Sharing is caring. I feel like I’m buying a car.My room, my style. Stop and smell the roses.Technological distractions?! I’ll sleep when I’m dead. #YOLO
  3. 3. IDUS 711 - Methods of Contextual Research | Frances Manning, Lauren Peters, HaoTing Zhang, Ila Zheng | Prof. Sara Jo Johnson | May 28, 2013 3Insight 1Reflection causes Zzzzzzzs.Because of the lack of restful sleep, users are often triggered to monitortheir sleep patterns through natural reflection, technology, and otherforms of sleep logs.
  4. 4. IDUS 711 - Methods of Contextual Research | Frances Manning, Lauren Peters, HaoTing Zhang, Ila Zheng | Prof. Sara Jo Johnson | May 28, 2013 4I monitor my sleep with an iPhoneapp, and my alarm clock is my iPad.Although I usually have mycomputer in my bedroom, it’sonly there for work reasons and itdoesn’t have anything to do with mysleep patterns.““The only way I’ve foundthat I’m able to get anysleep at night is if I stickto a fairly strict routine.““I want to take thissummer, and try torefocus...““Under all the rightconditions, thesleeping pills makeme tired enough to fallasleep.““Reflection causes zzzsWhat participants said:
  5. 5. IDUS 711 - Methods of Contextual Research | Frances Manning, Lauren Peters, HaoTing Zhang, Ila Zheng | Prof. Sara Jo Johnson | May 28, 2013 5opportunityReflection causes Zzzzzzzs.There is an opportunity to share these successful reflection practices andoffer others more integrated methods that can enhance self discovery.How might we.....educate users about the benefits of reflection..inspire users to explore their own patterns..provide entry points to self discovery methods..provide more accessible methods that are enjoyable to stick with..build trust with users to influence long-term and consistent use..build methods into existing and related routines
  6. 6. IDUS 711 - Methods of Contextual Research | Frances Manning, Lauren Peters, HaoTing Zhang, Ila Zheng | Prof. Sara Jo Johnson | May 28, 2013 6design conceptsReflection causes Zzzzzzzs.1. Apps on reflection2. Community board - sharing sleep experiences and advice3. Alarm clock where you learn something new about sleep after your alarm goes off4. Smart pillow - talks to you and gives you your data, suggests how to act on it5. Fun and interactive info session before you try or purchase a product in-store6. Sleep Academy (like MOOC)7. Support group led by a doctor - patient group sessions with similar sleep issues
  7. 7. IDUS 711 - Methods of Contextual Research | Frances Manning, Lauren Peters, HaoTing Zhang, Ila Zheng | Prof. Sara Jo Johnson | May 28, 2013 7Insight 2Sharing is caring.At one point or another, users often share their bedroom with peopleand/or pets. They feel they must be considerate of others which causesthem to adapt their own habits and routines.
  8. 8. IDUS 711 - Methods of Contextual Research | Frances Manning, Lauren Peters, HaoTing Zhang, Ila Zheng | Prof. Sara Jo Johnson | May 28, 2013 8Well I would put hiseveryday stuff that he willwear on a regular basis inmy closet, so we can reallyfeel like we share a closet.““When I had aroommate in, I had toput them away. I didn’tfeel comfortable leavingmy bills on my desk.““Sometimes hecomes in at two inthe morning fromcommuting.““I pull the sheet up sothe dogs can’t get onthe part where I sleepon, so they don’t gettheir crumbs and dogweirdness on it.““sharing is caringWhat participants said:
  9. 9. IDUS 711 - Methods of Contextual Research | Frances Manning, Lauren Peters, HaoTing Zhang, Ila Zheng | Prof. Sara Jo Johnson | May 28, 2013 9opportunitySharing is caring.There is an opportunity to provide different ways to facilitateseamless routine sharing.How might we.....allow users to be more aware of each others’ needs..provide ways for users to compromise without losing one’s self..inspire users to co-create new routines..provide new activities that users can engage in together..provide methods to resolve bedroom conflicts
  10. 10. IDUS 711 - Methods of Contextual Research | Frances Manning, Lauren Peters, HaoTing Zhang, Ila Zheng | Prof. Sara Jo Johnson | May 28, 2013 10design conceptsSharing is caring.1. Move-in Kit, get to know eachother2. Move-in coaching / counseling3. Resort - staying away from shared space to break bad habits4. Xbox Kinect watches you sleep and gives you advice5. Tech that turns snoring into a song6. Special pillow morphs shape when you snore to get you to stop7. Modular bed extensions for babies and pets
  11. 11. IDUS 711 - Methods of Contextual Research | Frances Manning, Lauren Peters, HaoTing Zhang, Ila Zheng | Prof. Sara Jo Johnson | May 28, 2013 11Insight 3My room, my style.Users see their bedrooms as an extension of themselves - a placewhere they can express their individual needs values, and personalities.
  12. 12. IDUS 711 - Methods of Contextual Research | Frances Manning, Lauren Peters, HaoTing Zhang, Ila Zheng | Prof. Sara Jo Johnson | May 28, 2013 12I would prefer better quality[sleep products] and I’llhang onto it forever. I meanthis couch right here, thisis the same sofa my fatherproposed to my mother on.““I like to be in my ownbed, I take special careto select everything init so it’s kind of a placefor me to be me.““I like to show mypersonality in mybedroom.““If I had a dreambedroom, it wouldbe a of a view ofnature, especiallyrunning water.““my room, my styleWhat participants said:
  13. 13. IDUS 711 - Methods of Contextual Research | Frances Manning, Lauren Peters, HaoTing Zhang, Ila Zheng | Prof. Sara Jo Johnson | May 28, 2013 13opportunityMy room, my style.There is an opportunity to create an environment thatbetter enables this self expression.How might we.....create products and services that are more affordable for the everyday user..provide options that showcase not only their personalities, but also their lifestyles..take advantage of social trends and integrate them into the users bedroom..provide services that enable users to quickly create their own environments
  14. 14. IDUS 711 - Methods of Contextual Research | Frances Manning, Lauren Peters, HaoTing Zhang, Ila Zheng | Prof. Sara Jo Johnson | May 28, 2013 14design conceptsMy room, my style.1. IKEA sells entire rooms / customers change the room based on their membership levels)2. Low overhead room transformations based on customer’s mood3. Fresh start (spring cleaning) new room feeling4. Corporate / student rental company / suggestion service on interior design and matching5. City community groups (Show stuff and trade)6. Pinterest-like online service suggests environments but always changes based on youronline activity, could be a slideshow on our walls7. Rental service that allows you to rent/try an item for 6 months, rent to own?
  15. 15. IDUS 711 - Methods of Contextual Research | Frances Manning, Lauren Peters, HaoTing Zhang, Ila Zheng | Prof. Sara Jo Johnson | May 28, 2013 15Insight 4Technological distractions?!Although technology is widely used within bedrooms, users oftenbelieve it to be a distraction from getting quality sleep.
  16. 16. IDUS 711 - Methods of Contextual Research | Frances Manning, Lauren Peters, HaoTing Zhang, Ila Zheng | Prof. Sara Jo Johnson | May 28, 2013 16I use a noise maker from the70s (covers the thug beatsthat drive past my house atnight) and my cell phone ismy alarm. I want my sleep tobe well regulated enough thatI can fall asleep through thenight without aids.““I’m not reliant ontechnology, it’s just inthere so some nights I’llput sounds on my iPadto help me sleep.No TVs allowed. Thebedroom is for sexytimeand sleepytime andthat’s all.““““The most tech Ihave is an alarmclock from 1988.““My cell phone is myalarm, but I put iton alarm only.““technological distractions?!What participants said:Have tried apps buthaven’t found oneI like. Thinking oftrying the new Fitbit.““I use technologyconstantly so I tryto keep it awayfrom my bedroom.““
  17. 17. IDUS 711 - Methods of Contextual Research | Frances Manning, Lauren Peters, HaoTing Zhang, Ila Zheng | Prof. Sara Jo Johnson | May 28, 2013 17opportunityTechnological distractions?!There is an opportunity to integrate technological platforms that betteracknowledge existing bedroom activities that can enable, not hinder,quality of sleep.How might we.....build user trust in existing technology that inhabits people’s bedrooms..alter the perception of technology from hindrance to enabler..create new technological paradigms that better link everyday products andservices with activities in the bedroom
  18. 18. IDUS 711 - Methods of Contextual Research | Frances Manning, Lauren Peters, HaoTing Zhang, Ila Zheng | Prof. Sara Jo Johnson | May 28, 2013 18design conceptsTechnological distractions?!1. Bed-specific technology to control light, sound, temperature, and scent2. Idiodynamic technology that allows users to control bedroom tech with their mind3. Smart technology that learns sleep habits and makes healthy suggestions (like Nest)
  19. 19. IDUS 711 - Methods of Contextual Research | Frances Manning, Lauren Peters, HaoTing Zhang, Ila Zheng | Prof. Sara Jo Johnson | May 28, 2013 19Insight 5Try before I buy.Customers have preferences of what they like to buy, but oftendo not have access to the information that can influence smarterpurchase decisions.
  20. 20. IDUS 711 - Methods of Contextual Research | Frances Manning, Lauren Peters, HaoTing Zhang, Ila Zheng | Prof. Sara Jo Johnson | May 28, 2013 20I don’t see the valuedifference between amattress that’s 4-500dollars to a mattress that’s1000 dollars. To me, I don’tsleep any different. Well...Isay that, theoretically, Idon’t sleep any different.““Visiting the Sleep Numberstore, several employeeswere each helping acouple who was tryingout a bed and discussingtheir options.We use thesesamples to showcustomers whattheir mattress willfeel like.““No foam, pillowtop. Idon’t like foam, theyfeel weird. They don’tfeel normal.““try before i buyWhat participants said:
  21. 21. IDUS 711 - Methods of Contextual Research | Frances Manning, Lauren Peters, HaoTing Zhang, Ila Zheng | Prof. Sara Jo Johnson | May 28, 2013 21opportunityTry before I buy.There is an opportunity to better provide this informationin a quick and easy-to-access way.How might we.....provide easier methods for customers to find/filter the best options for them..inspire customers to share their experiences with others..build customer loyalty by allowing them to try products first
  22. 22. IDUS 711 - Methods of Contextual Research | Frances Manning, Lauren Peters, HaoTing Zhang, Ila Zheng | Prof. Sara Jo Johnson | May 28, 2013 22design conceptsTry before I buy.1. A digital platform that allows users to interact with products in-store, when scanned, theycan view reviews of that product and add to the reviews, given incentives to participate(almost like a review site that acts as simple as Craigslist)2. Brands use hotels to market their products and give hotels incentives when they refercustomers (like the Pharmaceutical industry)3. Specialized sleep industry consumer report catalogue - could be exclusive4. Sleep park or sleep square which allows passerbys to take naps - try out products - getdiscounts for trying the service
  23. 23. IDUS 711 - Methods of Contextual Research | Frances Manning, Lauren Peters, HaoTing Zhang, Ila Zheng | Prof. Sara Jo Johnson | May 28, 2013 23Insight 6I feel like I’m buying a car.Purchasing bedroom items is often an intimidating process and ishighly influenced by users’ purchasing priorities, pricing preferences,commitment levels, and overall need.
  24. 24. IDUS 711 - Methods of Contextual Research | Frances Manning, Lauren Peters, HaoTing Zhang, Ila Zheng | Prof. Sara Jo Johnson | May 28, 2013 24No matter how low or highthe prices are in stores,there are always peoplewho feel they cannot affordthe items becauseof financial priorities.Look at them. Theordering processseems so...daunting.Why do I feel like I’mbuying a car?“ ““ “I feel like I’m buying a carWhat participants said:
  25. 25. IDUS 711 - Methods of Contextual Research | Frances Manning, Lauren Peters, HaoTing Zhang, Ila Zheng | Prof. Sara Jo Johnson | May 28, 2013 25opportunityI feel like I’m buying a car.There is an opportunity to reframe the perception and process ofpurchasing these products and services.How might we.....reassess purchasing processes to emphasize the customer experience..support customer anxiety through empathic education methods..provide a platform that allows users to slowly build up to the purchase..make it social so users can support each other throughout the process
  26. 26. IDUS 711 - Methods of Contextual Research | Frances Manning, Lauren Peters, HaoTing Zhang, Ila Zheng | Prof. Sara Jo Johnson | May 28, 2013 26design conceptsI feel like I’m buying a car.1. Light technology that clean wipes the bed surface2. Extended! Warranty: Actual in-home service for fixing, washing, waste3. Parts of your purchase money goes to upkeep of product / upgrade4. Send samples of products to customer home to try (like Warby Parker/Birchbox)5. 3d printed mattresses6. Mattress dating service / love points = money invested (love the product, add points,hate it, take points away) fun layaway7. We come to you with our products (amazon representative - show you multiple brands atone visit, comes with perks)8. Furniture insurance company, sells service to furniture stores and brands offering (servicecan make people feel like they are not buying isolated furniture and then stuck with it)
  27. 27. IDUS 711 - Methods of Contextual Research | Frances Manning, Lauren Peters, HaoTing Zhang, Ila Zheng | Prof. Sara Jo Johnson | May 28, 2013 27Insight 7Stop and smell the roses.Users strive to find ways to establish relaxation time intheir daily routines.
  28. 28. IDUS 711 - Methods of Contextual Research | Frances Manning, Lauren Peters, HaoTing Zhang, Ila Zheng | Prof. Sara Jo Johnson | May 28, 2013 28When I got ready to go tosleep, I would drive downto the ocean and see thestars. I would do that threetimes a week.““I’ll start working inbed where I’ll kind ofunwind there. So that’smy docking station.““That’s mylavender sprayto relax.““I’ll turn on ESPN [inthe morning], sitthere for a moment,and catch up.““stop and smell the rosesWhat participants said:
  29. 29. IDUS 711 - Methods of Contextual Research | Frances Manning, Lauren Peters, HaoTing Zhang, Ila Zheng | Prof. Sara Jo Johnson | May 28, 2013 29opportunityStop and smell the roses.There is an opportunity to bring the same benefits ofrelaxation to places beyond the bedroom.How might we.....share effective relaxation examples found from research, both in andoutside of the bedroom..provide better methods for suppressing daily stressors
  30. 30. IDUS 711 - Methods of Contextual Research | Frances Manning, Lauren Peters, HaoTing Zhang, Ila Zheng | Prof. Sara Jo Johnson | May 28, 2013 30design conceptsStop and smell the roses.1. A sleep device that can teach you methods of relaxation before and while you are sleeping2. Sleep better program with personal trainers - 30 day challenges (like fitness programs)
  31. 31. IDUS 711 - Methods of Contextual Research | Frances Manning, Lauren Peters, HaoTing Zhang, Ila Zheng | Prof. Sara Jo Johnson | May 28, 2013 31Insight 8I’ll sleep when I’m dead. #YOLOSleep is often seen as an obligation that gets in theway of daily progress.
  32. 32. IDUS 711 - Methods of Contextual Research | Frances Manning, Lauren Peters, HaoTing Zhang, Ila Zheng | Prof. Sara Jo Johnson | May 28, 2013 32Sleep is essential but ifI had it my way, I’d be arobot and never sleepagain because it’s timeconsuming.““I got into the routineof working five jobs atonce, and it just neverleft me.““My bedroom ismy workspace.““I’m a very busyperson, alwaysmoving...unless I’msleeping.““I’ll sleep when I’m deadWhat participants said:If I can figure out howto relax my mind, I cansleep another good30-45 minutes.““I was drinking redbulls just to getthrough the day.““Mind doesnot stop....““
  33. 33. IDUS 711 - Methods of Contextual Research | Frances Manning, Lauren Peters, HaoTing Zhang, Ila Zheng | Prof. Sara Jo Johnson | May 28, 2013 33opportunityI’ll sleep when I’m dead. #YOLOThere is an opportunity to reframe users’ perception of sleepthat can promote healthy behavior change.How might we.....educate about the restful benefits of sleep..help users prioritize daily tasks that emphasize rest..provide incentives that motivate users to try to develop new habits..demonstrate the consequences of sleep deprivation over time..provide community support about getting great sleep anywhere/anytime
  34. 34. IDUS 711 - Methods of Contextual Research | Frances Manning, Lauren Peters, HaoTing Zhang, Ila Zheng | Prof. Sara Jo Johnson | May 28, 2013 34design conceptsI’ll sleep when I’m dead. #YOLO1. City-wide sleep/nap hour (turn off lights to promote acceptance) people can still work butyou are advised to sleep2. Sleep bragging / trend on twitter, meme...get people to be proud of sleep patterns3. Sleep/nap in-car environment package / kit4. Vitals device tells your boss that you need to sleep and/or sick5. Sleep detox program / regiment to ‘reset’ you
  35. 35. IDUS 711 - Methods of Contextual Research | Frances Manning, Lauren Peters, HaoTing Zhang, Ila Zheng | Prof. Sara Jo Johnson | May 28, 2013 35conclusionWhat are next steps?With the guidance of these high-level insights, the design-phase willbegin by ideating concepts in detail, prioritizing, prototyping, andrefining/testing over time.More to come!
  36. 36. IDUS 711 - Methods of Contextual Research | Frances Manning, Lauren Peters, HaoTing Zhang, Ila Zheng | Prof. Sara Jo Johnson | May 28, 2013 36t h a n k y o u !i n s i g h t r e p o r tSleep Patterns

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