brief deathcare service jeongah woo( irene )

1

DEATHCARE

SERVICEDESIGN

STRATEGIC DESIGN GUIDELINE for the new Death Care Service brand

MA Design Branding Strategy 1231591 | Supervisor_ Prof. Patrick Jordan

Jeongah Woo (Irene)

3

1. http://theroomofbeauty.wordpress.com2. google image3. The Lord of the RIngs, 2005

4

PROBLEMS & BACKGROUND

5

Augmented funeral costs

in 2017￡ 5,931

(resource : Mintel Research, 2012; The Sun Life Direct, 2012)

202020102000

London

6

￡

7

(McLaughlin, 2009)

other countries

vsUK EU

Arranged prepaid funeral services

Belgium France Germany UK

5

50 50

70%

8

The main issue within the funeral industry in the UK is the reluctancein talking about death

9

THE NEW DEATH CARE SERVICE

?

10

Is it about funeral branding?

11

It is NOT about funeral branding.

12

The Death Care Service is about branding “design tools”

To share ideas about a better health & good death

•

•

•

•

Websites

Mobile applications

A variety of fashion goods

Mobile chip (Deceased information retriever)

13

AIM & OBJECTIVES

14

1 5 10 15 30 40 50 60yrs Later Before

death

____

_deat

h___

___A

er de

ath

Key questionHow 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?

15

Objectives To identify the value of DCS in current funeral service industry

To investigate the awareness of death and latent needs about DCS

To re-define the meaning of DCS by using the positive aspects of death

To analyze consumer insights, expectations and needs to find out how to deliver it

To evaluate the role of DCS design in relationship among stakeholders and understand how it can be used to make a DCS brand successful

To create an effective design-led branding strategy for heightening awareness of DCS brands

1. 2.

3.

4.

5.

6.

AimTo create guidelines for the new Death Care Service (DCS) brand which enable people to change the mindset of death positively, through design

16

Methodology

17

feasibility review

concept review

Primary Research( observation, focus group, questionnaires)

insights

filtering prototyping final test

DISCOVER DEFINE DEVELOP DELIVER

ArticlesPapers

Journals

Case studies

websites

Books

MET

HO

DS

4/7

58

(Source based on Double Diamond Design Process Model by Design Council, 2005)

Primary Research( collecting findings, indepth interview, second-ary research, workshop)

Modify the tool based on indepth interviews / back up secondary research ( exploratory indepth interviews)

18


filteringprototyping final testinsig

hts

Literature Review

Case studies

( articles, conference paper, online, other)

feasibility review

concept review


MET

HO

DS Focus group

Questionnaire

Observation36

1/2

36



19

feasibility review


prototypingfinal testinsig

htsfiltering

ArticlesPapers

Journals

Case studies

Websites

Books


concept review


MET

HO

DS

Primary Research( exploratory indepth interviews, observation, focus group, question-naires)

Analysis of findings

Indepthinterviews

12/13

Literature Review

Case studies


20

final testinsights

filtering

Collecting findings

Indepthinterviews

Workshop/Pilot test

prototyping

feasibility review

concept review


MET

HO

DS 13

2Primary Research( exploratory indepth interviews, observation, focus group, question-naires)


Literature Review

Case studies



21

FINDINGS : Literature

22

3. Enhancing own critical view with a close encounter of art (source: Damienhirst.com. 2007; White, 2009; Harper, 2010 p.92)

1.

2.

Death education through media & broadcasting on public

Commercialized death resources as retailing entertainment (source: Clark, D, 2003)

(source: Schiappa et, al., 2004)

23


1.

2.




24


1.

2.




25

Hypothesis

The familiarity with deathwill cope better with grief.

Through the visualized death education,

26

Do not know what

a ‘living will’ is

• Despite of acceptance to talk about death, the respodents have less awareness of a good death

NOT uncomfortable

to talk about death

Agree toprepare for

death in advance

FINDINGS | Questionnaire & Observation

RESULTS OF THE SURVEY

About

69%About

63%About

67% • Positive verbal comments • Peaceful gestures

• Defensive• Curious• Bothered• Doubted

60%

Participants_ 36 people/ in the age of 20's and 70'sMain investigating items _ Familiarity of better health and good death

27

curious about the design matters associated with death.

compare answers each other with slight jests.

getting soothed and serious.

open-minded behaviors

inclined not to response specific questions about death.

commented positively with peaceful gestures

FINDINGS | Focus group

Not much anxiety of death

A celebration

Consulting services

Participants_ 5 people/ in the age of 20's and 30'sMain investigating items _ awareness and familiarity of death

28

FINDINGS | Case studies

Thinking about death can promote better physical and mental health

RED design model by the Design Council: participatory, preventive approach

Senior Design Factory: integrating society, reducing generation gaps

GP Pilot Project by Dying matters(Org.): tests in talking about dying with patients with limted intervention

The gift of grace by the action mill(Ltd.) : card games by boosting end-of-life issues

1

1.

2.

3.

4.

2 3 4

29

Peter LillystonePastor of the Waterloo Road Church,in Uxbridge, London, UK

Savvas Tassou

Professor and Head of School of Engineering & Design, Brunel University, UK

Jo BlackManager, Dying Matters Coalition and National Council for Palliative Care in England

Paul Scrase

Design Manager at Precipice Design consulting agency, UK

San-chul ShinSecretary-general of Christian life centre(CLC)/ Minister of Seoul Young-dong Church in South Korea

Lutz GegnerUser Experience Design Expert bei BEN Energy, Swizerland/ Visiting Re-searcher at ETH Zurich

Hermione ElliottChief director, the founder of Living well, Dying well, UK

Busayawan Lam

Course tutor of MA Design and branding Strategy and MA Design Strategy & In-novation, Brunel University, UK.

Julian Shellard

Legal administrator of the European Medicines Agency (EMA)

Julie Jenson BennettCEO at Precipice Design consulting agency, UK

Sam TurnerDirector of Dying Matters Coalition & National Council for Palliative Care in England

Justin Anderson Funeral director of W Sherry & sons, UK

Pharmaceutical Design & BrandingAcademic

Well-dying (funeral, health & palliative care ) FuneralReligious

FINDINGS | Indepth interviews

30

Hermione ElliottChief director & the founder of Living well, Dying wellBuilding services design and business

Despite of the latent desire to share their personal experiece about death, boosting discussion around death is still issue.

31

Sam TurnerDirector of Dying Matters Coalition & National Council for Palliative Care

Public Engagement, developing partnerships

People want to move away from the images of sunsets, doves..The new positive image of death is needed

Health Care associations

Designers

Artists

Funeral Careassociations

Religious Leaders

PalliativeCare

coalitions

Public

DyingMatters coalition

32

Julie Jenson BennettCEO at Precipice Design consulting agency

Business and Product Innovation. Product Design, Physical Environments, Interactive Experiences.

The holistic view of Life and death should be taken into account designing the image of death as trigger points to pull people in conversationsPalliative Care Service (PCS)

Funeral Service (FS) Death Care Service (DCS)

33

Lutz GegnerUser 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

Visual semantic differentials can be tested by the laddering model of Gutman and multi-attitude attribute model

Functional Benefit

Emotional Benefit

Characteristics

34

STRATEGIC DIRECTION

35

BrandInnovationStrategy for DCS Design

Innovation Design

Brand

Human values

Tech

nolo

gy Business

(Source based on Grossman-khan and Rosenzweig, 2012 citing the Desirable-Feasible-Viable diagram from IDEO’s Human Cen-tered Design Toolkit 2011; Venn diagram from Institute of design at Stanford from Centre for Design Innovation, n.d.)

36

Innovation Design


Human values

Tech

nolo

gy Business

Brand

Insights

Story telling

Touchpoints

(Source based on Grossman-khan and Rosenzweig, 2012 citing the Desirable-Feasible-Viable diagram from IDEO’s Human Cen-tered Design Toolkit 2011; Venn diagram from Institute of design at Stanford from Centre for Design Innovation, n.d.)

37

BETTER HEALTH

GOODDEATH

38

+ BETTER HEALTH

GOODDEATH

Share ideas about ..

39

Source based on the suggestions of

well-dyingexperts

Source from the findings in the

literature review

Source based on the Ten Tips For

Better Health by Liam Donaldson

No. Suggestions for ‘Well-Dying’

Close encounter of art or mass media around death

Feeling free to talk about death

Staying in touch with friends

Keeping non-smoking

Following a balanced diet with plenty of fruit and vegetables

1.

2.

3.

• •

• •

• •

11.

12.

16.

17.

18.

Medical check-up regularly

Filling in an Advance Directive (Living Will Declaration)

Making out a Will and testament

40

Source: google image

Smoking

Source: Film of Thelma and Louise (1991)

Suicide

Source: google image

Smoking

Negative Aspects of Death

41

{New image of death : visual semantic differentials

Communities

Bright sense of colours

Active conversations

Sense of humour

Using simplified signs implyingthe meaning of better health

Procedures for a good death

Positive Aspects of Death

42

CONCLUSION

43


Human values

Tech

nolo

gy Business

Insights

Story telling

Touch pointsOnline tools

Conversation

Fashion goods

Familiarity of death: the community-based

Reflecting on oneself for better life

Preview of own death

NEWBRAND

design tools

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/different-sound/ [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 [fifg.].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 fifrms: Families horror as Co-op funeral fifrm 'piled naked bodies like TVs' | Mail Online (d). Available at: http://www.daily-mail.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, inCliton, R. And Maughan, E., 2000. The future of brands. 1st Ed. New York University press : InterbrandChoi, 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 Wein-zierl (Eds.), The Post-Subcultures Reader. Oxford: Berg.Death care | Defifne Death care at Dictionary.com . 2013. Death care | Defifne 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-have-distinctly-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 innova-tion 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.

45

Hirst, D. (2007), For the Love of God [ONLINE]. Available at: http://en.wikipedia.org/wiki/For_the_Love_of_God [Accessed 02 May 13] [fig.]. Howarth, G, 2007. Death and dying. 1st Ed. Cambridge, CB2 1UR, UK: Polity Press.Jackson, R., 2012, ‘http://www.moneywise.co.uk/scams-rip-offs/rip-offs/death-the-fifnal-rip’, Death - the fifnal rip-off, Accessed 14th February 2013.Jordan, P, 2012. The Good Society Framework . The Good Society Framework - Understanding Quality of Life, 14, 9.Kagan, S. (2008). Fear of death. [Lecture presented to Yale University]. [Online Video]. 08 September. Available from: http://www.youtube.com/watch?v=-LF-uMIfL6s. [Accessed: 02 May 2013].Kirsti A. Dyer MD, MS and FT (2006) Definition of Funeral/Funeral Service. Available at: http://dying.about.com/od/glossary/g/funeral.htm (Accessed: 4/30/2013 2013).Kim, B. (2012a) 'A talking point of ‘the death which does not burden to others’', Well-Dying at the beautiful end of life, the MKeconomy Weekly Journal, 1686 (233), pp. 27-28.Kim, B. (2012b) 'A talking point of ‘the death which does not burden to others’', Well-Dying at the beautiful end of life, the MKeconomy Weekly Journal, 1686 (233), pp. 28.Kreamer, A. 2012. Creativity Lessons from Charles Dickens and Steve Jobs. [ONLINE] Available at: http://blogs.hbr.org/cs/2012/03/creativity_lessons_from_charle.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+harvardbusiness+%28HBR.org%29. [Accessed 06 May 13].Kupp, M., Reckhenrich, J., & Anderson, J. (2012). Artful creation – How introducing artworks in business education can foster dialogue and creativity. Journal of the NUS Teaching Academy, 2 (2), 109-117.Leming, R. 1979–80. “Religion and Death: A Test of Homans’s Thesis.” Omega 10:347–64.Lim, H. (2012) ‘The fifrst step of Well-Dying, writing the Advanced Directives’, Well-Dying at the beautiful end of life, the MKeconomy Weekly Journal, 1686 (233), pp. 34.McLaughlin, K.(2009) no death please... We're British. Available at: http://www.engagemutual.com/about-us/media-centre/all-news/2009-press-releases/no-death-please-were-british/ (Accessed: 4/30/2013 2013).Mintel Research, 2012 ‘http://www.planning-matters.co.uk/funeral-costs/how-funeral-costs-are-rising/,[diagram] Accessed: 14th February 2013. Munoz, L. And Vail, K. 2012. How Thinking About Death Can Lead to a Good Life. [ONLINE] Available at: http://www.spsp.org/?page=PressRelease_19Apr12. [Accessed 07 May 13]. Moon, H. And Kim, H.(2012) 'A boom of the ending note and the cremated remains ', Well-Dying at the beautiful end of life, the MKeconomy Weekly Journal, 1686 (233), pp. 33.Office for National Statistics, 2009 Annual report Oct. 2010. Earths in Older Adults in England [pdf] National End of Life Care Intelligence Network Available at: http://www.endoflifecare-intelligence.org.uk/resources/publications/deaths_in_older_adults.aspx Accessed: 14th February 2013. Oxford Dictionary (2013) health care . [ONLINE] Available at: http://oxforddictionaries.com/us/definition/american_english/healthcare. [Accessed 02 May 13] [fig.].Papanek, V, 1985. Design for the real world. 1st Ed. London, Great Britain: Butler & Tanner Ltd.Parker, H. 2012. The UK Funeral Industry. [ONLINE] Available at: http://www.funeralprices.co.uk/the-uk-funeral-industry.html. [Accessed 06 May 13].Pigott, R. 2012. Census shows rise in foreign-born. [ONLINE] Available at: http://www.bbc.co.uk/news/uk-20675307. [Accessed 06 May 13]. Schiappa, E, B., P, E., G, Hewes, 2004. CAN A TELEVISION SERIES CHANGE ATTITUDES ABOUT DEATH? A STUDY OF COLLEGE STUDENTS AND SIX FEET UNDER , Death Studies, 28:5, 459-474Smithers, S.,2011, ‘http://www.guardian.co.uk/money/2011/feb/08/families-cutting-funeral-costs’, Families cutting funeral costs, survey reveals, Accessed 14th Febru-ary 2013.The Sun Life Direct. (2012) The Sun Life Direct Cost of Dying Survey 2012. [Online] [Accessed on 24th April 2013] http://www.sunlifedirect.co.uk/uploadedFiles/Con-tent/Site_Build/About_Sun_Life_Direct/News(1)/SunLife%20Cost%20of%20Dying%202012.pdfTuchman, B. W. 1978. A Distant Mirror: The Calamitous 14th Century. New York: Ballantine. Vail, K.E.,3rd, Juhl, J., Arndt, J., Vess, M., Routledge, C. And Rutjens, B.T. (2012) "When Death is Good for Life: Considering the Positive Trajectories of Terror Manage-ment", Personality and social psychology review : an official journal of the Society for Personality and Social Psychology, Inc, .Verganti, R. 2009. Design-driven Innovation, Boston: Harvard Business Press.Verganti, R. 2008. Design, meanings, and radical innovation: A meta-model and a research agenda. Journal of Product Innovation Management 25 (5): 436–56Walter, Tony, Littlewood, J., And Pickering, M. 1995. “Death in the News: The Public Investigation of Private Emotion.” Sociology 29:579–96.

46

Thank you

Please feel free toask any questions!