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Detailed Design
Changing habits: For a Future with Water
Renata Chiaradia
ETEC 651- Professor Nadia Naffi
Concordia University, 2015
DETAILED DESIGN 2
Introduction
Based on the High Level Design previously handed in, two interventions were chosen to
address the issues performers, in Associação Alphaville Residencial 3 (AAR3), were having
towards saving and re-using water. The sponsor for this intervention campaign is the director of
AAR3 Antônio Carlos Lavrador. Combined, all the interventions proposed in the High Level
Design will lead to achieving Job One: Housekeepers in AAR3 will save water effectively when
performing daily tasks without major difficulties (90% independently).
Intervention 3: Eyes on Me!
Audience targeted Housekeepers, residents and employers
Genre Billboard Advertisement
Medium Print
Objective it addresses Given the awareness raised, housekeepers always identify the reasons
why it is imperative to urgently save water in the coming months
while performing their daily tasks
Intervention
Billboard advertisements will be placed on the avenue which buses take to get to
Associação Alphaville Residencial 3 (AAR3). The objective of this message is to raise
awareness about the water crisis and how the problem could impact everyone’s lives if there is
no more water. The purpose of this intervention is to shock performers, so they can reflect about
DETAILED DESIGN 3
their habits and start taking actions towards changing their routine when using water. This
intervention will be also a reinforcement of the overall campaign happening in AAR3.
These advertisements will be placed on the extension of Avenida Yojiro Takaoka. The
avenue which leads to AAR3. They will be placed on both ways of the avenue. Refer to
Appendix I to get an image overview of the area where AAR3 is located, and to see the
extension of the avenue.
On Appendix II it is possible to see where exactly these advertisements will be
positioned.
Specifics
Materials to be produced:
Twelve billboard advertisements (two of each), standard size (according to the rules of
the area where they will be put on) will be produced containing images conveying the message
of the impact of a world without water. Billboards will be placed in sequence at the extension of
Avenida Yojiro Takaoka. People who leave and arrive in the region will be able to see the
billboards because they will be placed on both sides of the avenue.
The campaign name is: Water is Life. Billboards will convey strong and impactful
images connecting society to the serious water crisis. The audience will be able to relate to the
advertisements.
Overview of the Billboards:
Billboard 1- Portraying happy days. An image of green vegetation and water. Image is clear and
colours are vivid and full of life.
DETAILED DESIGN 4
Billboard 2- A big faucet (coming out of the Billboard) with water running will show colourful
icons of lots of activities performed with water: drinking, washing fruit, vegetables, brushing
teeth, flushing, eating, cooking, taking a shower, among others.
Billboard 3- Same image as advertisement 1 but instead of vegetation and water, drought will
replace them.
Billboard 4 - Same image as Advertisement 2 but instead of water, nothing comes out of the
faucet.
Billboard 5: A big real hourglass with water inside conveying the message time is running out, if
action is not taken.
Billboard 6: Image conveying the message Save Water.
Drafts Materials
Billboard 1
*Image has to be very colorful and attractive
DETAILED DESIGN 5
Credits: “Waterfall with trees and some rocks”, by Marianne Gagnon (tree on the left)
“Nature/Paysages” by Psommerer (tree on the right)
“Blue Water, Lake Tahoe” by Downtowngal (ocean)
“Desert”, by _Marion (sky)
“Planeta Água”, by Olearys (water drop)
Billboard 2
Credits: “Desert”, by _Marion
“Planeta Água”, by Olearys (water drop)
*Image has to convey sadness and colours are pale.
Billboard 3
DETAILED DESIGN 6
Credits: All icons from flaticom.com (refer to reference)
“Planeta Água”, by Olearys (water drop)
*Faucet will come out of the Billboard. Images will have colour.
Billboard 4
Credits: “Planeta Água”, by Olearys (water drop)
Faucet icon from flaticom.com
DETAILED DESIGN 7
*Faucet will come out of the Billboard. Maybe background could be darker to
convey a message of sadness to audience (to be discussed).
Billboard 5
Credits: “Planeta Água”, by Olearys (water drop)
“Horloge”, by OpenClips
*A real hourglass will be used and real water will be inside
Billboard 6
DETAILED DESIGN 8
Credits: “Planeta Água”, by Olearys
*Image should convey the dependency of people on water. Without water, people won’t survive.
** Images are illustrative using pictures from Creative Commons License to convey similar
ideas to be created by the professionals responsible for developing the advertisements.
Instructions about the language on the advertisements: All the advertisements should convey
the messages mainly by images and very few words. Audience who is illiterate or functionally
illiterate should be able to understand the messages, without having to read if words are
provided. Language is simple and concise and the billboard advertisements deliver a clear
message by telling a story that builds up.
Formative Evaluation
Technical and Editorial Reviews
An expert will be asked to review the content of the draft of the billboard advertisements
for content accuracy, message delivery and visuals one month before the implementation of the
DETAILED DESIGN 9
intervention. A meeting with the person in charge of the advertisements will be scheduled and a
questionnaire will be brought in to guide the review of the material and changes to be made.
During the meeting, the questions below will be used.
Questions Comments
1-As the images are conveyed now, is the
message clear?
2- Is there any misleading message being
conveyed?
3- Do you think instead of icons, is it better to
use more real elements on Advertisement 3?
4- Do you think the messages could be
understood by the people who can not read?
5- What do you think about the alignment of
the messages and visuals?
6- What about the colours and sizes of the
fonts for a billboard? Are they adequate?
7- Any other suggestions or comments?
Pilot Test/ Usability
Two focus groups will be used for the usability. The three groups will be interviewed
separately for accuracy of information. Group 1: five employers, Group 2: five illiterate
DETAILED DESIGN 10
housekeepers, Group 3: five literate housekeepers. They will be asked to observe the
advertisements and talk about what feelings they have when looking at them.
This meeting will be recorded to capture body language and reactions to images, and notes will
be taken.
Questions:
1- What do you see in Billboard 1? What about in Billboard 2? Billboard 3? Advertisement
4? Billboard 5? Billboard 6? (Images will be shown separately first)
2- What is the message conveyed?
Images will be put in original sequence they would appear on the side of the road and
questions will proceed:
3- What are the feelings you have after looking at these ads?
4- Is the message happy or sad?
5- What do you think the overall message is?
6- What is the first word that comes to your head when you see them?
7- Do you like these advertisements? Would you change anything?
Summative Evaluation
For the summative evaluation, the impact of the advertisements should be measured. The
administration of AAR3 will be contacted every 2 weeks after the intervention is implemented,
to verify if water is being saved, and if there are changes in behaviours inside the community.
The advertisements reinforce the overall campaign happening inside the gated community,
therefore observing the engagement in the interventions is a way to measure commitment and
evaluate the campaign.
DETAILED DESIGN 11
Questions to be asked the administration staff and workers that are part of the
intervention processes (concerning employers/residents) and questions to be asked the employers
(concerning housekeepers):
1- Are people using the materials provided?
2- Are they asking questions?
3- Are they searching for new solutions?
4- Are they participating more in the community?
5- Are they exchanging ideas?
6- Are the water bills reduced? What is the percentage of reduction?
7- Are people using the phone lines provided?
8- Are people accessing the tutorials?
9- Are the performers talking about the advertisements to each other? Is there any
commotion revolving the billboards?
Intervention 10- Job Aids
Audience targeted Housekeepers
Genre Job Aids
Medium Print
Objectives it
addresses
Given the knowledge acquired about the new daily tasks
performers need to change in their routine, such as washing
clothes/dishes, cleaning floors, bathrooms and yards, housekeepers
will install and uninstall tools which will enable them to spend less
time on procedures that use water as a resource
Given the integration of the new tasks into their routine,
DETAILED DESIGN 12
housekeepers will reduce consumption of water the second month
after the intervention starts, increasing this rate as tasks become more
integrated into their routine
Provided with the right tools and resources, performers will apply
effective measures in their daily routines to use less water based on
the tasks to be performed
Description
This intervention acts as a reminder and also as a step-by-step visual aid. Images and
simple written text are used to reach all the performers targeted, the literate, illiterate and
functionally illiterate. Whenever the housekeepers have a problem regarding how to proceed, the
Job Aids will be there to quickly remind them of the steps needed to accomplish the job. Job
Aids will be placed on the corresponding working areas of the house. Performers will be exposed
to the Job Aids before the intervention. Job Aids will be placed in areas within reach and will be
laminated to avoid deterioration due to water contact, and to be carried out within the work
place. The tasks included in the Job Aids were based on the videos posted on the Sabesp (the
water supply company) web-site, and on the government page as well, concerning how the
population can adapt their daily tasks to effectively save water.
It is important to understand these performers. These housekeepers are responsible for
washing the dishes, cooking, cleaning all the parts of the house. They work full-time and have
low or no assistance during their working day. It is important they acquire a certain
independency.
DETAILED DESIGN 13
These Job Aids will be introduced in the beginning of the overall campaign from day one,
before the Job Aids are delivered to the work place. Housekeepers need time to process the
information on the posters provided and will have the chance to get used to them by being
exposed to the material beforehand. During another intervention, which is the simulation,
housekeepers will also perform all the tasks described using the Job Aids, therefore, once they go
to their work place, they will understand the information and how to proceed.
Four Job Aids were prepared to cover some parts of the house. They should be placed in
an area provided by the employers with easy access of the employees. The Job Aids have are
made to be also carried around the house in case housekeepers need to use them outside or bring
them to the garage.
Specifications
Materials to be produced: 2000 Laminated Job Aids and 7500 red velcro circles.
One poster of each type and 15 velcros to be distributed in each house where there are
housekeepers working. There will be four Job Aids supplied to cover the main areas of the
houses: Bathroom, Floors and Cars, Kitchen, Yards and Laundry. It’s up to the employers to
provide a space where Job Aids could be placed.
Each Job Aid will have a small velcro patch area placed near each task. If the
housekeepers have questions regarding a specific task, they will place the red circles given on the
corresponding task. It will be easier to spot where there is a problem and solve it. Employers are
the first contact to assist performers in case questions emerge. If employers can not help them, a
phone and an e-mail will be available on the Job Aids. The phone line will be available for two
hours and the e-mail concerns will be replied in twenty-four hours. There will be a person in the
DETAILED DESIGN 14
administration department in charge of answering the phone and replying to e-mails to clarify the
concerns that may arise.
Sizes of the Job Aids: A2 format (Height: 42 cm Width: 59,4 cm)
Type of paper: Laminated material for longer durability
Intervention implementation: The Job Aids will be available on day one of this performance
campaign. Job Aids will be put at the entrance of AAR3 to get employees attention. At the
simulation training, which is Intervention 8, housekeepers will use them to perform the activities
and get used to them before they are sent to the work place. The simulation training will take
place one week before the implementation of this intervention. Using the Job Aids in the training
section will teach housekeepers how to use the resource as a helping tool. The Job Aids should
remain at the work place until tasks are integrated into the routine and activities flow naturally.
Draft of the Materials Provided
The light green dotted squares are the spaces provided for attaching the red Velcro, in
case performers have questions regarding the corresponding task. It serves as a marking tool.
Icons should be more colorful. Each Job Aid will have a different colour on the top to be easily
identified by the housekeepers. So the associate the colour to the environment it belongs to.
DETAILED DESIGN 15
Some icons belong to the Piktochart database and the others are from flaticon or thenounproject.
(Check references).
DETAILED DESIGN 16
*This image does not have to follow the sequence shown. Order is not important to for tasks to
be performed. It is just showing how tasks should be carried out. To flush, captured water from
the tanks or from the shower (captured by residents while showering or water from the machines
or rain)
DETAILED DESIGN 17
*Some icons belong to the Piktochart database and the others are from flaticon or
thenounproject. (Check references).
DETAILED DESIGN 18
DETAILED DESIGN 19
*Some icons belong to the Piktochart database and the others are from flaticon. (Check
references).
DETAILED DESIGN 20
*Some icons belong to the Piktochart database and the others are from flaticon. (Check
references).
Formative Evaluation
Technical and Editorial Reviews
The draft of the materials provided will be shown to two Subject Matter Experts, who
will assess the content of the Job Aids and their accuracy five weeks prior to the beginning of
this campaign. Before the intervention is implemented, the material will go through the SMEs
twice. A technical review provides guarantee of the material supplied, to avoid mistakes or
erroneous information. The editorial review will make sure the same tone is used on the
materials, the language is appropriate. The consistency in the fonts and format will be verified as
well. A reading review will be scheduled to verify if the written information is accurate. The
icons and visuals will also be looked at. Because some of the performers are illiterate or
functionally illiterate, visuals play a very important role in this intervention, therefore it is
extremely important they convey the message intended and they are not ambiguous.
The two SMEs will receive an e-mail with the visuals with a questionnaire to be
answered. After the two reviews are done by the SMEs, a face-to-face meeting will be scheduled
to make sure the modifications were properly done.
Dear SMEs,
Your help is really appreciated. Attached you will find the Job Aids designed for the
intervention 10. I kindly ask you to open each of the Job Aids provided and complete the
questionnaire regarding the issues herein described to help us conveying accurate content
and information. If you could send us back your feedback in one week, it would be of great
DETAILED DESIGN 21
help.
Thank you for being part of this campaign.
Regards, AAR team.
Concerning writing
Questions Comments
Is the content accurate?
Is the message clear?
What are the problems identified? Specify,
please.
Is there any step missing? Specify, please.
What would you add to the Job Aids?
Are there any grammar mistakes? Specify
where, please.
What could we do to improve these Job Aids?
Concerning graphic/ icons
DETAILED DESIGN 22
Questions Comments
Are the icons conveying the appropriate
message read? If not, where are the problems?
What can we do to improve where there are
issues?
Is there any misleading image? Specify,
please.
Pilot Test/ Usability
The pilot test will be conducted four weeks before the intervention takes place. A pilot
test is important because it tests the product before it launches, still at the draft stage. To conduct
the pilot test, the common area of the community will be booked. The usability will be conducted
separately for the three groups of performers: 5 illiterate, 5 functionally illiterate and 5 literate.
Tools to simulate the activities will be placed in the three rooms.
Posters will be shown without the written part and performers will be asked them to
perform the tasks using the simulation tools provided. Housekeepers will be prompted to think
aloud while doing the activity, so the thinking process can be understood.
As they are going through the tasks, the professionals will observe and complete the chart
below according to the guiding questions that follow:
QUESTIONS (that will be asked to performers)
COMMENTS- specify
1-Can housekeepers read the job aids accurately? Do the visuals help them, or do they rely mainly on the written part?
DETAILED DESIGN 23
*for literate group2- Can housekeepers perform according to what is said or what the image is conveying accurately?
*for all the groups3- Are the visuals ambiguous? Are they conveying a message different from the written descriptions? Do they convey the message they are supposed to?
*for the literate group4- Where are the main problems? Write the task and what the main problems are.
5- Ask housekeepers what would be clearer when they do not understand some visuals or written message.
6- Ask housekeepers what they would change.
Summative Evaluation
The summative evaluation evaluates if the objectives proposed with the intervention were
met. In the case of this intervention, the summative evaluation will assess if performers are doing
the tasks in the work place and are using the material provided. It is important to verify if the
resources provided were useful and helped performers integrate the tasks in a progressive
manner, relying less and less on the Job Aids, proving they have changed habits.
Engagement
DETAILED DESIGN 24
Engagement can be measured by observing if there is an actual reduction of water
consumption every month due to the participants’ adherence to the intervention. A comparison
between the percentage of water usage before and at the end of the intervention can be used as an
instrument as well. Housekeepers will answer these questions that will measure their
engagement. If the performer can not read, they can drop by the administration to get help from
the staff. This form can be filled out after one month of the beginning of the intervention and in
the end.
Your opinion is very important to us!
Please take a few minutes to answer these questions below. Circle the most appropriate
answer.
Questions
Were you doing the tasks properly before the implementation of these posters?
Not at all Some of them All of them
Do you think the posters have helped you perform the tasks in a better way?
Not at all A little bit A lot
Are you going to use what you have learned in your house?
No Maybe Definitely
Individual Performance
This form could be completed by residents and AAR3 staff when observing daily tasks
being conducted by the performers.
DETAILED DESIGN 25
Questions YES NO COMMENTS
Are performers using posters
provided for saving/re-using
water?
( ) ( ) Specify tools
Are performers using tools
properly?
( ) ( )
Are performers becoming
more independent while
performing the tasks?
( ) ( )
Are performers taking shorter
showers?
( ) ( ) Tools for measuring it (Specify)
Are performers assessing the
current situation to use the
most appropriate strategy in
different situations (washing
dishes, brushing teeth,
washing floors, etc.)?
( ) ( ) Specify
Are performers calling or
sending e-mails to request
assistance or ask questions?
( ) ( )
Are performers carrying
posters around the house
while working?
( ) ( )
Chart based on the one provided in the Performance Needs Assessment
DETAILED DESIGN 26
Appendix I
Overview of Associação Alphaville Residencial 3
DETAILED DESIGN 27
Picture 1
Route to get to AAR3, Avenida Yojiro Takaoka
Picture 2
Pictures retrieved from Google Earth
References
DETAILED DESIGN 28
“Bathroom furniture”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from
http://www.flaticon.com/free-icon/bathroom-furniture_47719
“Bathroom faucet tool”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from
http://www.flaticon.com/free-icon/bathroom-faucet-tool_47502
“Bathtub”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from
http://www.flaticon.com/free-icon/bathtub_66096
“Blue Water, Lake Tahoe” by Downtowngal, 2012. Wikimedia Commons. [Image]. Retrieved
from http://commons.wikimedia.org/wiki/File:Blue_water,_Lake_Tahoe.jpg
“Brushing-Teeth”, by Claire Jones. (2014). Creative Commons. [Image]. Retrieved from
https://thenounproject.com/term/brushing-teeth/58802/
“Brush with toothpaste”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from
http://www.flaticon.com/free-icon/brush-with-tooth-paste_45877
“Bucket with bubbles”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from
http://www.flaticon.com/free-icon/bucket-with-bubbles_15147
“Cabbage”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from
http://www.flaticon.com/free-icon/cabbage_72122
“Carrot hand drawn vegetable”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved
from http://www.flaticon.com/free-icon/carrot-hand-drawn-vegetable_53734
“Desert”, by _Marion, 2014. Creative Commons. [Image]. Retrieved from
http://pixabay.com/fr/d%C3%A9sert-la-s%C3%A9cheresse-d%C3%A9shydrat%C3%A9-
279862/
DETAILED DESIGN 29
“Flowers pot of yard”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from
http://www.flaticon.com/free-icon/flowers-pot-of-yard_47538
“Glass with beverage, ice cubes and straw”, by Freepik. (n.d). Flaticon Basic License. [Image].
Retrieved from http://www.flaticon.com/free-icon/glass-with-beverage-ice-cubes-and-
straw_45565
“Horloge”, by OpenClips, 2014. Creative Comons. [Image]. Retrieved from
http://pixabay.com/fr/sablier-horloge-minuterie-sable-152090/ (Image was modified)
“Hose with drops”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from
http://www.flaticon.com/free-icon/hose-with-drops_67917
“Knife and fork silhouette”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from
http://www.flaticon.com/free-icon/knife-and-fork-silhouette_8735
“Laundry machine”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from
http://www.flaticon.com/free-icon/laundry-machine-_12568
“Liquid soap container”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from
http://www.flaticon.com/free-icon/liquid-soap-container_27686
“Mop cleaning tool for house floors”, by Freepik. (n.d). Flaticon Basic License. [Image].
Retrieved from http://www.flaticon.com/free-icon/mop-cleaning-tool-for-house-
floors_47423
“Nature/Paysages" by Psommerer (2012). Creative Commons. [Image]. Retrieved from
http://pixabay.com/fr/arbre-prairie-paysage-arbres-224886/ (Image was modified)
DETAILED DESIGN 30
“Planeta Água”, by Olearys, 2008. Creative Commons. [Image]. Retrieved from
https://www.flickr.com/photos/97513256@N06/9044197344/
“Plant growing”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from
http://www.flaticon.com/free-icon/plant-growing_25207
“Plant pot”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from
http://www.flaticon.com/free-icon/plant-pot_72622
Portal do Governo do Estado de São Paulo. (2015, February 12). Cada gota conta: pequenos
detalhes fazem a diferença na economia de água. Retrieved from
http://www.saopaulo.sp.gov.br/spnoticias/lenoticia2.php?id=239666&c=6
“Rain drops”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from
http://www.flaticon.com/free-icon/rain-drops_31322
Sabesp. (n.d). Guardião das águas. Retrieved from
http://site.sabesp.com.br/site/interna/Default.aspx
“Sink”, by Arthur Shlain (2012). Creative Commons. [Image] Retrieved from
https://thenounproject.com/term/sink/7581/
“Shower”, by Juan Pablo Bravo. (2013). Creative Commons. Retrieved from
https://thenounproject.com/term/shower/27183/
“Soap with bubbles silhouette”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved
from http://www.flaticon.com/free-icon/soap-with-bubbles-silhouette_27751
“Stones floor”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from
http://www.flaticon.com/free-icon/stones-floor_47625
DETAILED DESIGN 31
“Sweeping broom”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from
http://www.flaticon.com/free-icon/sweeping-broom_68028
“Three Drops”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from
http://www.flaticon.com/free-icon/three-drops_12275
“Washing hand”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from
http://www.flaticon.com/free-icon/washing-hand_52942
“Water”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from
http://www.flaticon.com/free-icon/water_31513
“Waterfall with trees and some rocks”, by Marianne Gagnon, (n.d). Public Domain. [Image].
Retrieved from http://www.public-domain-image.com/full-image/nature-landscapes-
public-domain-images-pictures/waterfalls-public-domain-images-pictures/waterfall-with-
trees-and-some-rocks.jpg-free-photo.html (Image was modified)
“Water tap on pipes”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from
http://www.flaticon.com/free-icon/water-tap-on-pipes_47430
“Wine Barrel”, by Freepik. (n.d) Flaticon Basic License. [Image]. Retrieved from
http://www.flaticon.com/free-icon/wine-barrel_71280
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