Sleep Patterns Ethnography Insights

IDUS 711 - Methods of Contextual Research | Frances Manning, Lauren Peters, HaoTing Zhang, Ila Zheng | Prof. Sara Jo Johnson | May 28, 2013 1
A q u a l i tat i v e s t u d y o f s l e e p
i n s i g h t r e p o r t
Sleep Patterns

Insight REPORT
What this document is for:
Patterns have emerged from our research study and generated compelling
questions around the culture of sleep. Ultimately this research will allow
us to explore future design concepts using the following insights:
1
2 6
5
3 7
4 8
Reflection causes Zzzzs. Try before I buy.
Sharing is caring. I feel like I’m buying a car.
My room, my style. Stop and smell the roses.
Technological distractions?! I’ll sleep when I’m dead. #YOLO

Insight 1
Reflection causes Zzzzzzzs.
Because of the lack of restful sleep, users are often triggered to monitor
their sleep patterns through natural reflection, technology, and other
forms of sleep logs.

I monitor my sleep with an iPhone
app, and my alarm clock is my iPad.
Although I usually have my
computer in my bedroom, it’s
only there for work reasons and it
doesn’t have anything to do with my
sleep patterns.
“
“
The only way I’ve found
that I’m able to get any
sleep at night is if I stick
to a fairly strict routine.
“
“
I want to take this
summer, and try to
refocus...
“
“
Under all the right
conditions, the
sleeping pills make
me tired enough to fall
asleep.
“
“
Reflection causes zzzs
What participants said:

opportunity
There is an opportunity to share these successful reflection practices and
offer others more integrated methods that can enhance self discovery.
How might we...
..educate users about the benefits of reflection
..inspire users to explore their own patterns
..provide entry points to self discovery methods
..provide more accessible methods that are enjoyable to stick with
..build trust with users to influence long-term and consistent use
..build methods into existing and related routines

design concepts
1. Apps on reflection
2. Community board - sharing sleep experiences and advice
3. Alarm clock where you learn something new about sleep after your alarm goes off
4. Smart pillow - talks to you and gives you your data, suggests how to act on it
5. Fun and interactive info session before you try or purchase a product in-store
6. Sleep Academy (like MOOC)
7. Support group led by a doctor - patient group sessions with similar sleep issues

Insight 2
Sharing is caring.
At one point or another, users often share their bedroom with people
and/or pets. They feel they must be considerate of others which causes
them to adapt their own habits and routines.

Well I would put his
everyday stuff that he will
wear on a regular basis in
my closet, so we can really
feel like we share a closet.
“
“
When I had a
roommate in, I had to
put them away. I didn’t
feel comfortable leaving
my bills on my desk.
“
“
Sometimes he
comes in at two in
the morning from
commuting.
“
“
I pull the sheet up so
the dogs can’t get on
the part where I sleep
on, so they don’t get
their crumbs and dog
weirdness on it.
“
“
sharing is caring

opportunity
Sharing is caring.
There is an opportunity to provide different ways to facilitate
seamless routine sharing.
How might we...
..allow users to be more aware of each others’ needs
..provide ways for users to compromise without losing one’s self
..inspire users to co-create new routines
..provide new activities that users can engage in together
..provide methods to resolve bedroom conflicts

design concepts
Sharing is caring.
1. Move-in Kit, get to know eachother
2. Move-in coaching / counseling
3. Resort - staying away from shared space to break bad habits
4. Xbox Kinect watches you sleep and gives you advice
5. Tech that turns snoring into a song
6. Special pillow morphs shape when you snore to get you to stop
7. Modular bed extensions for babies and pets

Insight 3
My room, my style.
Users see their bedrooms as an extension of themselves - a place
where they can express their individual needs values, and personalities.

I would prefer better quality
[sleep products] and I’ll
hang onto it forever. I mean
this couch right here, this
is the same sofa my father
proposed to my mother on.
“
“
I like to be in my own
bed, I take special care
to select everything in
it so it’s kind of a place
for me to be me.
“
“
I like to show my
personality in my
bedroom.
“
“
If I had a dream
bedroom, it would
be a of a view of
nature, especially
running water.
“
“
my room, my style

opportunity
My room, my style.
There is an opportunity to create an environment that
better enables this self expression.
How might we...
..create products and services that are more affordable for the everyday user
..provide options that showcase not only their personalities, but also their lifestyles
..take advantage of social trends and integrate them into the users bedroom
..provide services that enable users to quickly create their own environments

design concepts
My room, my style.
1. IKEA sells entire rooms / customers change the room based on their membership levels)
2. Low overhead room transformations based on customer’s mood
3. Fresh start (spring cleaning) new room feeling
4. Corporate / student rental company / suggestion service on interior design and matching
5. City community groups (Show stuff and trade)
6. Pinterest-like online service suggests environments but always changes based on your
online activity, could be a slideshow on our walls
7. Rental service that allows you to rent/try an item for 6 months, rent to own?

Insight 4
Technological distractions?!
Although technology is widely used within bedrooms, users often
believe it to be a distraction from getting quality sleep.

I use a noise maker from the
70s (covers the thug beats
that drive past my house at
night) and my cell phone is
my alarm. I want my sleep to
be well regulated enough that
I can fall asleep through the
night without aids.
“
“
I’m not reliant on
technology, it’s just in
there so some nights I’ll
put sounds on my iPad
to help me sleep.
No TVs allowed. The
bedroom is for sexytime
and sleepytime and
that’s all.
“
“
“
“
The most tech I
have is an alarm
clock from 1988.
“
“
My cell phone is my
alarm, but I put it
on alarm only.
“
“
technological distractions?!
Have tried apps but
haven’t found one
I like. Thinking of
trying the new Fitbit.
“
“
I use technology
constantly so I try
to keep it away
from my bedroom.
“
“

opportunity
There is an opportunity to integrate technological platforms that better
acknowledge existing bedroom activities that can enable, not hinder,
quality of sleep.
How might we...
..build user trust in existing technology that inhabits people’s bedrooms
..alter the perception of technology from hindrance to enabler
..create new technological paradigms that better link everyday products and
services with activities in the bedroom

design concepts
1. Bed-specific technology to control light, sound, temperature, and scent
2. Idiodynamic technology that allows users to control bedroom tech with their mind
3. Smart technology that learns sleep habits and makes healthy suggestions (like Nest)

Insight 5
Try before I buy.
Customers have preferences of what they like to buy, but often
do not have access to the information that can influence smarter
purchase decisions.

I don’t see the value
difference between a
mattress that’s 4-500
dollars to a mattress that’s
1000 dollars. To me, I don’t
sleep any different. Well...I
say that, theoretically, I
don’t sleep any different.
“
“
Visiting the Sleep Number
store, several employees
were each helping a
couple who was trying
out a bed and discussing
their options.
We use these
samples to show
customers what
their mattress will
feel like.
“
“
No foam, pillowtop. I
don’t like foam, they
feel weird. They don’t
feel normal.
“
“
try before i buy

opportunity
Try before I buy.
There is an opportunity to better provide this information
in a quick and easy-to-access way.
How might we...
..provide easier methods for customers to find/filter the best options for them
..inspire customers to share their experiences with others
..build customer loyalty by allowing them to try products first

design concepts
Try before I buy.
1. A digital platform that allows users to interact with products in-store, when scanned, they
can view reviews of that product and add to the reviews, given incentives to participate
(almost like a review site that acts as simple as Craigslist)
2. Brands use hotels to market their products and give hotels incentives when they refer
customers (like the Pharmaceutical industry)
3. Specialized sleep industry consumer report catalogue - could be exclusive
4. Sleep park or sleep square which allows passerbys to take naps - try out products - get
discounts for trying the service

Insight 6
I feel like I’m buying a car.
Purchasing bedroom items is often an intimidating process and is
highly influenced by users’ purchasing priorities, pricing preferences,
commitment levels, and overall need.

No matter how low or high
the prices are in stores,
there are always people
who feel they cannot afford
the items because
of financial priorities.
Look at them. The
ordering process
seems so...daunting.
Why do I feel like I’m
buying a car?
“ “
“ “
I feel like I’m buying a car

opportunity
There is an opportunity to reframe the perception and process of
purchasing these products and services.
How might we...
..reassess purchasing processes to emphasize the customer experience
..support customer anxiety through empathic education methods
..provide a platform that allows users to slowly build up to the purchase
..make it social so users can support each other throughout the process

design concepts
1. Light technology that clean wipes the bed surface
2. Extended! Warranty: Actual in-home service for fixing, washing, waste
3. Parts of your purchase money goes to upkeep of product / upgrade
4. Send samples of products to customer home to try (like Warby Parker/Birchbox)
5. 3d printed mattresses
6. Mattress dating service / love points = money invested (love the product, add points,
hate it, take points away) fun layaway
7. We come to you with our products (amazon representative - show you multiple brands at
one visit, comes with perks)
8. Furniture insurance company, sells service to furniture stores and brands offering (service
can make people feel like they are not buying isolated furniture and then stuck with it)

Insight 7
Stop and smell the roses.
Users strive to find ways to establish relaxation time in
their daily routines.

When I got ready to go to
sleep, I would drive down
to the ocean and see the
stars. I would do that three
times a week.
“
“
I’ll start working in
bed where I’ll kind of
unwind there. So that’s
my docking station.
“
“
That’s my
lavender spray
to relax.
“
“
I’ll turn on ESPN [in
the morning], sit
there for a moment,
and catch up.
“
“
stop and smell the roses

opportunity
There is an opportunity to bring the same benefits of
relaxation to places beyond the bedroom.
How might we...
..share effective relaxation examples found from research, both in and
outside of the bedroom
..provide better methods for suppressing daily stressors

design concepts
1. A sleep device that can teach you methods of relaxation before and while you are sleeping
2. Sleep better program with personal trainers - 30 day challenges (like fitness programs)

Insight 8
I’ll sleep when I’m dead. #YOLO
Sleep is often seen as an obligation that gets in the
way of daily progress.

Sleep is essential but if
I had it my way, I’d be a
robot and never sleep
again because it’s time
consuming.
“
“
I got into the routine
of working five jobs at
once, and it just never
left me.
“
“
My bedroom is
my workspace.
“
“
I’m a very busy
person, always
moving...unless I’m
sleeping.
“
“
I’ll sleep when I’m dead
If I can figure out how
to relax my mind, I can
sleep another good
30-45 minutes.
“
“
I was drinking red
bulls just to get
through the day.
“
“
Mind does
not stop....
“
“

opportunity
There is an opportunity to reframe users’ perception of sleep
that can promote healthy behavior change.
How might we...
..educate about the restful benefits of sleep
..help users prioritize daily tasks that emphasize rest
..provide incentives that motivate users to try to develop new habits
..demonstrate the consequences of sleep deprivation over time
..provide community support about getting great sleep anywhere/anytime

design concepts
1. City-wide sleep/nap hour (turn off lights to promote acceptance) people can still work but
you are advised to sleep
2. Sleep bragging / trend on twitter, meme...get people to be proud of sleep patterns
3. Sleep/nap in-car environment package / kit
4. Vitals device tells your boss that you need to sleep and/or sick
5. Sleep detox program / regiment to ‘reset’ you

conclusion
What are next steps?
With the guidance of these high-level insights, the design-phase will
begin by ideating concepts in detail, prioritizing, prototyping, and
refining/testing over time.
More to come!

t h a n k y o u !
i n s i g h t r e p o r t
Sleep Patterns

Sleep Patterns Ethnography Insights

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