Designing entertainment services for the new Death Care Service (DCS) may offer a secular solution, in the absence of religious support. Change the collective mindset towards death by sharing ideas of better health and a ‘good death’ through games. Hoping you consider supporting my ideas on Quirky, any comments will be highly appreciated and hopefully vote for making it happen! Further, I would be very grateful if I can be supported by getting feedback on the game and some help to promote it. Please check this out: http://www.quirky.com/invent/789543/action/vote/query/sort=ending_soon&categories=all Be happy with everyone. Many thanks.

1. STRATEGIC DESIGN GUIDELINE
for the new Death Care Service brand
DEATH
CARE
SERVICE
DESIGN
Jeongah Woo (Irene)
MA Design Branding Strategy 1231591 | Supervisor_ Prof. Patrick Jordan
1

2. 2

3. 1. http://theroomofbeauty.wordpress.com
2. google image
3
3. The Lord of the RIngs, 2005

4. PROBLEMS & BACKGROUND
4

5. Augmented funeral costs
London
￡ 5,931 in 2017
2000
2010
2020
(resource : Mintel Research, 2012; The Sun Life Direct, 2012)
5

6. ￡
6

7. Arranged prepaid funeral services
other countries
UK vs EU
%
70
50
50
5
Belgium France Germany
UK
(McLaughlin, 2009)
7

8. The main issue within
the funeral industry
in the UK is the reluctance
in talking about death
8

9. THE NEW DEATH
CARE SERVICE
?
9

10. Is it about funeral branding?
10

11. It is NOT about funeral branding.
11

12. To share ideas about a better health & good death
The Death Care Service is
about branding “design tools”
• Websites
• Mobile applications
• A variety of fashion goods
• Mobile chip (Deceased information retriever)
12

13. AIM & OBJECTIVES
13

14. Key question
__
_
ea
th
_d
30
40
__
__
15
50
ea
th
10
60yr
s La
ter
for
ed
5
Be
1
__
_A
er
de
ath
How 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?
14

15. Aim
To create guidelines for the new Death Care Service (DCS) brand which
enable people to change the mindset of death positively, through design
Objectives
1. To identify the value of DCS in current funeral service industry
2. To investigate the awareness of death and latent needs about
DCS
3. To re-define the meaning of DCS by using the positive aspects
of death
4. To analyze consumer insights, expectations and needs to find
out how to deliver it
5. To evaluate the role of DCS design in relationship among
stakeholders and understand how it can be used to make a
DCS brand successful
6. To create an effective design-led branding strategy for
heightening awareness of DCS brands
15

16. Methodology
16

17. DISCOVER
DEFINE
DEVELOP
feasibility
review
ts
h
sig
in
Books
concept
review
ing
p
filt
er
ing
ty
to
o
pr
fin
al
te
s
t
4
/7
58
Case
studies
Articles
Papers
METHODS
DELIVER
web
sites
Journals
Primary Research
( observation, focus
group, questionnaires)
Modify the tool based
on indepth interviews
/ back up secondary
research ( exploratory
Primary Research
( collecting findings,
indepth interview, secondary research, workshop)
indepth interviews)
(Source based on Double Diamond Design Process Model by Design Council, 2005)
17

18. DISCOVER
DEFINE
feasibility
review
ts
h
sig
METHODS
( articles, conference
paper, online, other)
Case studies
ing
p
ing
ty
to
o
pr
36
Observation
1
Focus group
/2
DELIVER
concept
review
filt
er
in
Literature Review
DEVELOP
36
Questionnaire
Modify the tool based
on indepth interviews
/ back up secondary
research ( exploratory
fin
al
te
s
t
Primary Research
( collecting findings,
indepth interview, secondary research, workshop)
indepth interviews)
(Source based on Double Diamond Design Process Model by Design Council, 2005)
18

19. DISCOVER
DEFINE
DEVELOP
feasibility
review
ts
h
sig
in
concept
review
ng
pi
ty
to
ro
p
filt
er
ing
Books
METHODS
Literature Review
( articles, conference
paper, online, other)
Case studies
DELIVER
Primary Research
Case
studies
Articles
Papers
( exploratory indepth
interviews, observation,
focus group, questionnaires)
Web
sites
Analysis
of findings
Journals
12
Indepth
/13
fin
al
te
s
t
Primary Research
( collecting findings,
indepth interview, secondary research, workshop)
interviews
(Source based on Double Diamond Design Process Model by Design Council, 2005)
19

20. DISCOVER
DEFINE
DEVELOP
feasibility
review
s
ht
ig
ins
DELIVER
concept
review
ing
p
filt
er
ing
ty
to
o
pr
fin
al
te
s
t
2
METHODS
Literature Review
( articles, conference
paper, online, other)
Case studies
Primary Research
( exploratory indepth
interviews, observation,
focus group, questionnaires)
Modify the tool based
on indepth interviews
/ back up secondary
research ( exploratory
indepth interviews)
Workshop/
Pilot test
13
Indepth
Collecting
findings
interviews
(Source based on Double Diamond Design Process Model by Design Council, 2005)
20

21. FINDINGS : Literature
21

22. 1. Death education through media
& broadcasting on public
(source: Schiappa et, al., 2004)
2. Commercialized death resources
as retailing entertainment
(source: Clark, D, 2003)
3. Enhancing own critical view
with a close encounter of art
(source: Damienhirst.com. 2007; White, 2009; Harper, 2010 p.92)
22

23. 1. Death education through media
& broadcasting on public
(source: Schiappa et, al., 2004)
2. Commercialized death resources
as retailing entertainment
(source: Clark, D, 2003)
3. Enhancing own critical view
with a close encounter of art
(source: Damienhirst.com. 2007; White, 2009; Harper, 2010 p.92)
23

24. 1. Death education through media
& broadcasting on public
(source: Schiappa et, al., 2004)
2. Commercialized death resources
as retailing entertainment
(source: Clark, D, 2003)
3. Enhancing own critical view
with a close encounter of art
(source: Damienhirst.com. 2007; White, 2009; Harper, 2010 p.92)
24

25. Through the visualized death education,
Hypothesis
The familiarity with death
will cope better with grief.
25

26. FINDINGS |
Questionnaire & Observation
Participants_ 36
people/ in the age of 20's and 70's
Main investigating items _ Familiarity of better health and good death
RESULTS OF THE SURVEY
NOT
Agree to
prepare for
uncomfortable
to talk about death death in advance
About
69%
About
63%
60%
Do not know
what
a ‘living will’ is
About
67%
• Despite of acceptance to talk about death,
• Defensive
• Curious
• Bothered
• Doubted
• Positive verbal
comments
• Peaceful gestures
the respodents have less awareness of a good death
26

27. FINDINGS |
Focus group
5 people/ in the age of 20's and 30's
Main investigating items _ awareness and familiarity of death
Participants_
Not much
anxiety
of death
A celebration
Consulting
services
27

28. FINDINGS |
Case studies
2
1
3
4
1. RED design model
by the Design Council
: participatory, preventive approach
2. Senior Design Factory
: integrating society, reducing
generation gaps
3. GP Pilot Project by Dying matters(Org.)
: tests in talking about dying with
patients with limted intervention
4. The gift of grace by the action mill(Ltd.)
Thinking about death
can promote better
physical and mental
health
: card games by boosting
end-of-life issues
28

29. FINDINGS |
Indepth interviews
Well-dying (funeral, health & palliative care )
Religious
Peter Lillystone
San-chul Shin
Pastor of the Waterloo
Road Church,
in Uxbridge, London, UK
Secretary-general
of Christian life
centre(CLC)/ Minister
of Seoul Young-dong
Church in South Korea
Pharmaceutical
Funeral
Hermione Elliott
Sam Turner
Jo Black
Justin Anderson
Chief director, the
founder of Living well,
Dying well, UK
Director of Dying
Matters Coalition &
National Council
for Palliative Care in
England
Manager, Dying Matters
Coalition and National
Council for Palliative Care
in England
Funeral director of
W Sherry & sons, UK
Design & Branding
Academic
Julian Shellard
Savvas Tassou
Busayawan Lam
Legal administrator of the
European Medicines Agency
(EMA)
Professor and Head of
School of Engineering &
Design, Brunel University,
UK
Course tutor of MA Design
and branding Strategy and
MA Design Strategy & Innovation, Brunel University,
UK.
Julie Jenson
Bennett
CEO at Precipice Design
consulting agency, UK
Paul Scrase
Lutz Gegner
Design Manager
at Precipice Design
consulting agency, UK
User Experience Design
Expert bei BEN Energy,
Swizerland/ Visiting Researcher at ETH Zurich
29

30. Hermione Elliott
Chief director & the founder of
Living well, Dying well
Building services design and business
Despite of the latent desire to
share their personal experiece
about death, boosting discussion
around death is still issue.
30

31. Sam Turner
Director of Dying Matters Coalition &
National Council for Palliative Care
Public Engagement, developing partnerships
Religious
Leaders
Health Care
associations
Palliative
Care
coalitions
Dying
Matters
coalition
Funeral Care
associations
Artists
Designers
People want to move away
from the images of sunsets,
doves..The new positive
image of death is needed
Public
31

32. Julie Jenson Bennett
CEO at Precipice Design consulting agency
Business and Product Innovation. Product Design,
Physical Environments, Interactive Experiences.
Palliative Care Service (PCS)
Funeral Service (FS)
Death Care Service (DCS)
The holistic view of Life and
death should be taken into
account designing the image
of death as trigger points to
pull people in conversations
32

33. Lutz Gegner
User 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
al
Emotion
Benefit
l Benefit
a
Function
ristics
Visual semantic differentials
can be tested by the laddering
model of Gutman and multiattitude attribute model
Characte
33

34. STRATEGIC DIRECTION
34

35. hn
Te
c
Brand
Innovation
Strategy for
DCS Design
ess
Innovation
sin
Bu
olo
gy
Brand
Human values
Design
(Source based on Grossman-khan and Rosenzweig, 2012 citing the Desirable-Feasible-Viable diagram from IDEO’s Human Centered Design Toolkit 2011; Venn diagram from Institute of design at Stanford from Centre for Design Innovation, n.d.)
35

36. Brand
Story
telling
Human values
olo
hn
Te
c
ss
Brand
Innovation
Strategy for
DCS Design
e
sin
Innovation
Bu
gy
Touch
points
Design
Insights
(Source based on Grossman-khan and Rosenzweig, 2012 citing the Desirable-Feasible-Viable diagram from IDEO’s Human Centered Design Toolkit 2011; Venn diagram from Institute of design at Stanford from Centre for Design Innovation, n.d.)
36

37. BETTER
HEALTH
GOOD
DEATH
37

38. Share ideas about ..
BETTER + GOOD
HEALTH DEATH
38

39. No.
Suggestions for ‘Well-Dying’
1.
Medical check-up regularly
2.
Filling in an Advance Directive (Living Will Declaration)
3.
Making out a Will and testament
Source based on the suggestions of
well-dying
experts
•
•
11.
12.
Source from the findings in the
Close encounter of art or mass media around death
Feeling free to talk about death
literature
review
•
•
16.
Staying in touch with friends
17.
Keeping non-smoking
18.
Following a balanced diet with plenty of fruit and vegetables
Source based on the Ten Tips For
Better Health
by Liam Donaldson
•
•
39

40. Negative Aspects of Death
Source: google image
Smoking
Source: Film of Thelma and Louise (1991)
Source: google image
Suicide
Smoking
40

41. Positive Aspects of Death
New image
of death :
visual semantic
differentials
{
Communities
Bright sense of colours
Active conversations
Sense of humour
Using simplified signs implying
the meaning of better health
Procedures for a good death
41

42. CONCLUSION
42

43. tools
NEW
BRAND
Story telling
Conversation
olo
hn
ss
Brand
Innovation
Strategy for
DCS Design
e
sin
Fashion goods
Bu
Online tools
gy
Touch points
Te
c
d
gn
e si
Familiarity of death
: the community-based
Human values
Insights
Reflecting on oneself for better life
Preview of own death
43

44. References
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45

46. Please feel free to
ask any questions!
Thank you
46