LILIAN LEE
LILIAN LEE / DESIGN LEAD + UX
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Sleep Space

SLEEP SPACE

SCJ SLEEP SPACE TABLET APP - Bedtime rituals.

PROBLEM

SC Johnson discovered that one of the main reasons that stop people from having a good night’s sleep is mosquitoes. One of the main target markets that SCJ is concentrating on is China. To sell anti-mozzies electric liquid plugs to the market, they identified a target group - moms. Moms are the protector of their kids and the one who ensures their child is getting everything they need while growing up. But how do we engage these moms with the SCJ anti-mozzies liquid plugs so that their child will have a good night’s rest and thus grow up well?

Process

We went to kindergartens and cafes where moms hang out and surveyed them about their child's sleeping behaviour, their bedrooms, mosquito concerns and whether they have bedtime rituals. One of the problems that surfaced was that it's very tough to get their child to sleep. And when these moms were busy, they often forgot to keep the anti-mozzies plug switched on which then led to mom and kid waking up throughout the night. We then identified the personas, found out some pain points, did some research and affinity mapping to find the best solution for this.

REMEMBER TO PLUG IN ANTI MOZZIES DEVICE = BEDTIME RITUALS = ?

Solution

After some extensive research and understanding both our target audiences, Mom and their child, we came up with a tablet app, Sleep Space. The app creates a bedtime ritual – ensuring room is at the right temperature, SCJ anti-mozzies plug is switched on and bedtime story-telling. The Sleep Space app is also a platform for children's animated storybook. Before any story can be read, an animation reminds mom to plug in the anti-mozzies device. After that, they can start to enjoy the wonderful world of children's storybooks with beautiful graphics.

Marketing Strategy

Every SCJ anti-mozzies plug comes with a code that enables the buyer to download a new storybook.

Journey

Download Sleep Space app. Receive one free animated storybook and preview of other storybooks. Also receive subtle brand messages. A Sleep Space Bedroom Makeover contest will be held at the end of the year.

App Test

Positive feedback from moms and their children. Moms loved how they can use the app to bond with their children during bedtime. Since the busy moms have ten thousand things on their minds, the subtle animation reminder to plug in the SCJ anti-mozzies work well for them. Children loved the animated storybooks and the beautiful graphics.

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