01
Insight
Time
09.2021 - 01.2022
Team
Michelle Bauch Maneewan Chokprathum Mona Freudenberger Xinyi Wang
Role
UX Researcher Service Designer Interaction Designer Motion Designer
For a mindful approach to social media and yourself.
Our project, Insight, focuses on the negative effects of increased social media consumption. With Insight, we aim to help users raise awareness of their behavior on social networks, offer them alternatives, and ultimately support sustainable behavioral change.
01
Overview
The Dark Side of Social Media
The use of social networks has increased significantly, and young people, in particular, are becoming increasingly dependent on them. Social media has an empowering effect, activating the brain's reward center through likes or new followers, which releases dopamine. However, frequent releases of these "feel-good" hormones can lead to social media addiction.
Excessive smartphone use and heightened social media consumption can have negative consequences. Increased use of social networks not only raises the risk of exposing personal data online but can also result in issues such as cyberbullying and health problems like depression when consumed excessively.
02
Problem Statement
STEEP Analysis
The STEEP method is used to categorize the research findings into specific environmental conditions. Through this analysis, we discovered that our project primarily operates within the social environment. Key factors such as internet addiction, the predominantly young society, and social comparison play a crucial role in our initiative, significantly influencing the behaviors and needs of our target group and shaping the implementation of our project.
SWOT Analysis
The SWOT analysis enabled us to identify the strengths, weaknesses, opportunities, and threats of our project. The three most critical aspects emerged from the strengths and opportunities categories:Comprehensive Education on Social Media: We offer diverse educational insights into the use and impact of social media.Growing Relevance of Social Media: As social media becomes increasingly significant for young people, this presents a valuable opportunity for our initiative.Free Support for Youth: As a non-governmental organization (NGO), we aim to provide free support to our young target audience, ensuring that our resources and insights are accessible to everyone.
03
Target Audience
Based on the Sinus Milieus, we conducted a practical assessment to define our target audience. Given the complexity of the topic, a broad target group emerged, spanning four key milieus:
Hedonistic Milieu
This group consists of modern, fun- and experience-oriented individuals who seek excitement and enjoyment in life.Adaptive-Pragmatic Milieu
Characterized by a strong desire for belonging, entertainment, and flexibility, this group demonstrates a willingness to adapt to changing circumstances.Middle-Class Milieu
Driven by a desire for social stability and integration into the societal structure, this group aligns well with our concept.Precarious Milieu
Due to their need for connection and frequent experiences of social exclusion, this group also represents a relevant target audience.
04
How Might We？
How might we provide comprehensive education on social media usage to help young people navigate its impact?
How might we leverage the growing relevance of social media among youth to create engaging and valuable content for them?
How might we offer free, accessible support to young people through our NGO to ensure that educational resources on social media are available to all?
05
Discovery
For a Conscious Approach to Social Media
Given the widespread use of smartphones and social media among adolescents and young adults, our target audience includes individuals aged 12 to 29. Our mission is to conduct public awareness and educational campaigns to address the aforementioned issues. We aim to achieve this in three steps:
Awareness
First, we need to draw our target audience's attention to the problem. Many young people are unaware of the potential negative health impacts of intensive social media use. To address this, we reach out to them through public campaigns.
Self-Reflection
Once our target audience becomes aware of the problem, we offer tools for self-reflection in the next step. Through small exercises from our core concept, the insightBox, users can explore and evaluate their social media habits.
Behavior Change
After initiating self-reflection on their usage habits, users can utilize the challenge cards included in the insightBox. These cards aim to foster motivation for behavioral change through playful, task-based activities.
The Core of the Concept
Through our website, interested individuals can not only learn about our concept but also order a free insightBox to be delivered to their homes. The platform also features engaging blog posts and videos about social media.
06
Solution
Process Mapping
To gain a clear understanding of our concept and approach, we created a comprehensive overview of all elements and pathways. The process map outlines each step and decision a user can experience, while also highlighting the essential actions required to achieve our mission.
Product
Website
Our website provides content about social media, including information on the insightBox and blog posts on topics like cyberbullying. It offers an overview of our concept, and users can easily order the insightBox for free.
insightBox
The insightBox is central to our concept. It contains a welcome letter, the insightBook, challenge cards, and small gadgets, and is designed to be ordered by our target audience.
insightBook
The insightBook provides easy-to-understand social media stats and self-reflection exercises, like tracking screen time. It also includes QR codes for educational videos, balancing digital and analog media for better learning.
Challenge Cards
The challenge cards provide simple daily tasks like eating without a smartphone or turning off push notifications. They use gamification to make challenges fun, and users can adapt them to their needs. These cards aim to help users change their habits step by step.
