Design Brief : The goal of this project was to facilitate behaviour change in a company, in our case - Play-Doh by providing them with a tangible opportunity to generate behaviour change on the part of their users.
Gap Identified : Through our research we identified the lack of awareness about sustainability amongst other gaps in the toy industry. The research methodology consisted of qualitative and quantitative approaches. We started with secondary research on the toy industry and sustainability strategies applied. We also researched key players in the industry.
My role : I conducted research through qualitative and quantitative methods to understand the user needs and wants. Additionally, I conceptualised the client magazine with the compiled data.
Design Research, Business Strategy, Behaviour Change, User Experience, Sustainable innovations, Branding
My role : Visual designer and Researcher
Team : Aditi Sharma, Ruiyanqi Yu, Sudhatri Bharadwaj
November 2020
Research Process
Following were the areas in which we researched on :
1. The Brand
2. Toy Industry and the key players
3. Sustainability strategies
4. Consumer Strategies
5. Competitor Analysis
6. Value Proposition Canvas
7. Stakeholder Engagement Map
8. Service Blueprint
9. A.U.U.D.I.O Analysis
10. SWOT Analysis
11. Strategy Mapping
Our primary research methods consisted of surveys, in-depth interviews, focus groups.
The primary research goals were:
1. Testing assumptions
2. Understanding what sustainability means to consumers & current awareness level
3. Experiental insights
4. Understanding consumption patterns
5. Understanding current behaviour
6. Understanding buying preferences and influences
7. Understanding willingness to adopt new idea
Based on the secondary research and primary research insights, we identified design opportunities and areas of focus for the project and ideated our final concept - The Play-Doh Museum.
The idea is to create a closed loop system where each space highlights gaps, informs and gives the users take a step towards a sustainable future.
