Stay At Home Dad
Brief
Background Information
In 1914 women broke out into the work force, fighting for the equal rights women now make up for 45% of the paid workforce. The role of looking after children and doing the house work was previously known as a “females role” but in today’s modern society men are becoming more frequent in carrying out these roles. A “Stay At Home Dad” is a man who is dedicated to he’s family with a occupation which consists of looking after the kids and house. With 98% of stay at home dads having partners, female are the bread winners of the family.
Aim
To explore and understand the emotional connection Stay At Home Dads encounter each day with the objects they use in their daily lives, with new technologies, shapes and materials, design a product belonging to a family of objects. The product should have emotional appeal in which should be evident to the targeted audience to create a sense of identity to the user.
Target market
Stay At Home Dads (SAHD)
Age
35-40
Sex
Male
Combined Income
65K- 90K
Occupation
Stay at home dad
Location
Western society
Lifestyle
He is not locked down by the clock, so he takes he’s time doing the housekeeping. Spending nearly all he’s time around the kids, he is also committed to being a role model for children. Cooking, cleaning and feeding the kids are the daily routines, but he will need to break the daily routines up to stimulate he’s life outside being a stay at home dad.
Needs
He needs to be able identify himself as belonging to a specific tribe through the objects encountered in everyday life. These objects will allow the user to define the transition from being a working dad to a stay at home dad. Surrounded by these objects and support with social networks, the stay at home father will discover he’s identity with being comfortable with the changes.
Purpose
To create a object which will allow the user to become more flexible and feel masculine in the activities carried out daily. The object may be used around the house in completing tasks or used as a symbol of identity when in public.
Performance
This product must be designed to work in wet and dry conditions, the product must also assist the user to perform a task and be practical.
Features
User friendly as well as ergonomic parts must be incorporated into the design. The use of at least one recycled material will have to be incorporated into the final design. The logo from the family products must also be incorporated into the design. The item must be easily dismantled for recycling after its life span.
Reliability
The product life should have a life span of over 5 years, the product must not be a item where it will disposed of after a few or single use. Product should be perceived as useful to the user.
Ease of repair
Repairs will have to be sent away for repairs or analysis, a maximum time frame of 2 working weeks will be given to the user.
Aesthetics
The product should give the user a sense of belonging when the object is encountered with. The physical looks and the tactile feel of the product must reflect the user’s lifestyle as being a stay at home dad, but still have an edge to identity the change in parenting roles.
Packaging
The box will have to be packaged in recycled cardboard. If there is other packaging to protect the product inside the box, Styrofoam may not be used. A alternate solution to padding the product must be used but must be recyclable.
Perceived quality
The product must appeal as a friendly item that can also be used by other individuals in the house as well. The item must also be perceived as being useful to the user on a regular basis.
Budget
The item must be affordable to the average Stay At Home Dad. The estimated budget for this useful item will be maximum $400
Time scale 6 week project
Week 1 è Build strong understanding of selected tribe, create brief. Once brief has been typed up, refine and identify potential products for market.
Week 2 è Concept generation, Filter non relevant out ideas
Week 3 è Refining concepts. Reviewing process and what other information must be gathered. Gather materials and supplies for model making
Week 4 è Refining down concept and start model making. Make shore all relevant information has been collected.
Week 5 è ensure model is finished, finish off presentation material.
Week 6 è Presentation
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