My focus, Prototyping website & app
Programs: Figma, Photoshop, Illustrator, Indesign, Premiere Pro
Rumi
Autumn 2020 / 5th semester / Partner, Ida Sofie Mahle / 3 months
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A butterfly raising ritual, designed for the unseen inner experience of change.
The service utilises multiple touchpoints — ritualistic web ordering, daily reflections on app, and butterfly habitat for care taking — to create an empowered inner narrative, emotional validation, and a daily ritual of presence.
The full service experience ↓
During steps within the unknown, the human mind seek to find meaning an understanding. Butterflies have long been a cultural symbol of empowerment during transitions, trusting our natural process, and hope. We wish to inspire others to connect themselves to this narrative by creating an emotional connection and identification with a butterfly.
The experience begins with ordering through the website.
> Here the customer will have to write a 'Note to Self' as an intention with their time with Rumi. This will also inform the service what symbolic butterfly the customer will receive.
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The customer will then receive a habitat for the larvae.
Here it grows through all its phases until it becomes a butterfly and is released into nature.
The butterfly will be natural to the fauna of the customer's address.
The larvaes food, space, air, and cleaning needs are also met through the habitat's design.
The app informs the daily ritual ↓
The key focus here was guidance as to how to validate emotions, release negative thoughts, and create a moment to reflect.
The photos taken here will later be gathered into a time-lapse, available for viewing and sharing after the butterfly release. This will further strengthen the emotional peak of the butterfly release.
Post butterfly release letter
After the butterfly release, customer will also get to open a letter found in their original package titled 'open upon release.'
Here they will finally get to discover what type of butterfly was chosen out for them and it's deeper meaning. They will also get an opportunity to re-read the 'Note to Self' they wrote during ordering, which will serve as a way to concretise the transition phase and impermanency.
The Rumi community —
Our butterfly room — is filled with personal experiences and shared testimonials. This space is to create the opportunity for people to interact with each other and connect on an emotional level.
The ritual design approach
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The myth 'change empowers', the symbolic butterfly, and the ritual of care taking of self and larvae - all informs each other in order to strengthen the community value of inner process.
Process ↓
// As this was an exploratory project we did research on a wide array of fascinating topics: biology, the emotional spectre, human evolution, and the socio-cultural.
Me and my partner even became butterfly mums together as a form of user testing, and used playful triggers to gather keyinsights.
Finding ourselves in a blue ocean marked - the service had to be well communicated. For that reason we had a digital user test of raising butterflies, created brand archetypes, workshops and personas to find the right visual identity and tone of voice.
Our thoughts and process are all gathered in our little book, see pdf or video below ↓
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