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Journey of the Jibba Jabba

Technology can be a challenge for parents. Could families have a more constructive relationship with technology?

As part of our ‘Smart Play’ module theme Wieden + Kennedy (W + K) offered 12 of our students a brief about ‘positive parenting’ with technology.

Technology can be a challenge for parents. Children are quickly obsessed with touch screens and hypnotised by TV programmes. It is a challenge to get kids outdoors. Technology is often used as both a carrot and stick for parents, giving screen time as a reward for good behaviour or a taken away when they do something wrong. Could families have a more constructive relationship with technology?

Challenge

The challenge for the students was to turn the tables and make technology a positive and empowering force for better parenting. W + K wanted them to investigate and prototype some kind of reward system that parents could implement for their children.

The project was specifically about rewarding not punishing! Positive Parenting is a parenting built around the idea of recognising and encouraging good behaviour, and ignoring bad behaviour. Student could read more about it in the NSPCC’s advice brochure. https://learning.nspcc.org.uk/research-resources/leaflets/positive-parenting/

Considerations

  • Students were asked to think about the different types of rewards a child might enjoy and how technology can activate, enable or track them.
  • Consider which rewards may work best for children of different ages - don’t be afraid to specify a particular age group for your solution.
  • Read up on new trends and technologies both related to parenting and beyond and incorporate these into our response.
  • W + K were particularly interested to see what students could try out, prototype and make for real, even if in a very simple way.

Process

  • Students were briefed by Jonathan Plackett, Senior Creative at W + K London, who then gave feedback and advice remotely before coming up to Newcastle for final presentations and also gave a talk about his work and role at W + K London.
  • Students worked in pairs over a twelve-week period.
  • They followed a service design development cycle: Orientate, Discover, Generate, Synthesise, Model, Specify and Prototype.

Results

A variety of newly imagined services arose from new service offers that included smart pharmacy vending machines, health advice groups in local coffee shops, AI driven e-health apps for both customers and pharmacists, and even a pharmacist chatbot on Facebook.

 

 

 

 

 

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