Gif2U

Microtrend Research / Mobile Service Concept Design

Overview

The goal of this project was to understand microtrends and cohorts through audience-driven ethnographic approaches. From our understanding of cohorts and subcultures, we were to design and intervention based on a microtrend of our choice.

Role

Brainstorming and Ideation of microtrends then interventions was conducted as a team. I was responsible for creating the trendboards in Flash. Elements of the housing website and presentations were also divided amongst the team to create.

Microtrend Research

Our team first researched and analyzed cohorts and microtrends. We created an information model to illustrate the life span of a microtrend based on theory and concepts from Knowledge Economy, Cohort Theory and Subculture Dynamic. We conducted interviews and questionnaires to analyze different cohorts and then created a Trend Board to illustrate our findings. Finally, we explored four possible microtrends for our intervention.

Concept and Journey Framework

In the second week, our team defined our problem statement and breakdown of causes: Individuals overwhelmed in their task-oriented lifestyles are opting for more fulfillment in a simpler way of living. However, it is difficult to find the appropriate means of balancing multiple commitments in their lives.

Our concept was to create a mobile gift giving service. We created a journey framework to illustrate and explore executions of our concept.

Outcome and User Scenario

We designed a mobile service, registering to associated cafes, dessert and luxury shops serving the purpose of mobile gift giving. This is distinguished as a way of communication with everyday objects and people around us, facilitating a sense of intimate presence from a distance, inspired by human behaviour.

© Christine Poh, 2011