Challenge
"How might we enhance awareness of a not-yet attractive future urban concept 'Bio-planning' to scale a future city texture?"
Solution
A global movement of Bio-planning, generated by Dynamic Norms (a psychological concept) through Partnership, Certification, and Gamification
Project Brief
Our client, Supernature Labs, is a regenerative design and technology organization dedicated to transforming the current structures of the built environment. They advocate for "Bio-planning," a hexagonal supercell grid, as an alternative to the traditional cartesian grid in order to foster more sustainable cities. However, they face challenges in raising awareness to scale their concept.
Through thorough market research, stakeholder analysis, and future urban trends, we've developed an awareness-boosting strategy called "Bio-movement." This strategy is rooted in the psychological concept of Dynamic Norms, which posits that “People are more likely to join a movement when they see new behavior emerge”. We try to generate Dynamic Norms with Partnership, Certification, and Gamification, for both professional and general individuals to enhance their awareness of Bio-planning and thereby invite them to join the "Bio-movement". We also identify several easier-implement locations based on the technical requirement of the Bio-planning, to map out an global expansion plan for Supernature Labs.
This plan was presented to the client in May 2023.
Project Info
Project Type: Service Design, Product Design + Development Strategy, Go-to-market Strategy
Client: Supernatural Labs
Status: Done at May, 2023
Project Team
Team of Four:
Crystal Chen, Kshitij Palresha, Lethabo Moraka, Pranali Desai
My Part:
Design Research (Quan - Data Analytics + Qual - Stakeholder Interview), Information Synthesis, Ideation + Prototype, Visualization
Research & Design Process
Literature Review
15+
Survey Data Collection
25+
Individual Interview
15
Information Synthesis
Prototype & Test
3+
01 Context
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Our client, Supernatural Labs, is a regenerative design and technology organization dedicated to transform the current structures of the built environment (cartesian grid) to "Bio-Planning" (hexagonal supercell grid).
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They have trouble in igniting a global movement of this ambitious and not-yet "attractive" concept.
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We were hired to conduct in-depth research to design service and strategically foresee their priority in expanding the concept.
02 What I Did
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Mapped out stakeholders, conducted 8 stakeholder interviews to understand different demands, concerns, and challenges regarding the concept's expansion.
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Synthesized interview information to identify future opportunities.
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Analyzed behavior science concept: "Social Norms" to turn opportunities into actionable strategy plans.
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Visualized the solution.
03 Client's Demand Digest
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"Bio-planning Concept"
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Detailed Actions in Demand
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Challenge Decomposition
04 The Research
Stakeholder Maps
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Identified and categorized stakeholders.
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There are 3 types of stakeholders: Individuals, Professions, and Organizations, that would affect Supernatural Labs in expanding the Bio-planning concept.
Stakeholder Categorization & Prioritization
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Conducted 15 interviews on Supernatural Labs itself, and the 3 groups of stakeholders to understand demands, concerns, and challenges regarding "Bio-planning" of different stakeholders.
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I extract, summarize, and synthesize information to turn demands of different stakeholders into actionable design direction.
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The whole process has been through the following steps:
1. Extract key words from the interviews(shown last page;
2. Find out commonalities then categorize them based on different keywords;
3. Find out connections and relations between different categories;
4. List out findings and turn them into solution direction.
How might we...
Boost a more progressive, smooth, and credible movement of Bio-planning, by improving both general and professional awareness, and selecting lower-risks location for easier implementation?
05 Ideation & Design
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Utilized Behavior Science concept - Dynamic Norms (Social Norms) to ignite a global movement.
Dynamic Norms
We're more likely to change if we can see a new behavior developing.
Social norms tell us what others do now, dynamic norms tell us that new behaviors are coming, compelling us to join the movement together.
Dynamic Norms for Global Movements
Strategy Structure
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Generate Bio-"Dynamic Norms" for each of the stakeholders separately based on their demands and concerns conducted from previous interviews.
06 The Outcome
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Design detailed campaigns regarding Bio-Dynamic Norms for both professions and individuals.
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Create samples to visualize the solution.
Bio-Dynamic Norms for Professions - Platform Partnership
Bio-Dynamic Norms for Individuals - Gamification
Bio-Dynamic Norms for Both - Certification
07 The Execution
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Analyze global location for implementing the solution - Where should Supernatural Labs first implement the concept?
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Create standard for future location selection.
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Map out the first 10 locations.
What factors should be considered when picking locations for the implementation?
- Take consideration from an Urban Planning perspective.
Location Map (first 10 recommended priorities)
08 Self-reflection
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This is a challenge with the most ambitious goal and complicated stakeholders I've ever met. As a Strategic and Service Designer, we should always start from the core - target users analysis, and ensure to deliver a customized strategy that fulfill every stakeholders' demands. Do not have abstract assumptions before real research.
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In terms of strategy for startups, the outcome should include recommended priority, given to the limited budget restrictions of startups.