Let Go of the Non-digital Past: Embracing the 4Rs for a New Life - Recallable, Relaxing, Repayable, and Reconnected Experiences
摘要
With the arrival of the digital era, the traditional toy industry is encountering both new opportunities and challenges. While innovative digital play experiences strongly attract the Generation Z user group, the tactile and emotional connection offered by traditional physical toys cannot be completely abandoned. The toy industry has dived into digital transformation, seeking to merge traditional physical toys with digital elements, utilizing interactive methods like virtual reality (VR), augmented reality (AR), etc., to elevate the user experience of toy products. Building upon this groundwork, this study, employing the Human-Centered Design (HCD) process, has delineated four distinct user personas and Jobs-to-be-done (JTBD). The primary focus revolves around the essential 4Rs - Recallable, Relaxing, Replayable, and Reconnected, leading to inventive product design. The outcomes of this study showcase how, through Project-Based Learning (PBL) practices, user-driven design can be propelled, offering innovative insights for the future of the digital play experience in the toy industry.