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2nd Phase:
Breakthrough and Transformation
Mid March 2022 till now.
2nd Phase: About
Our group tried different ways to handle the limitations and difficulties
we discovered in the pilot test and the interactions with our target audience.
However, there are several limitations that cannot be overcome.
Nevertheless, we still hope to raise the awareness of retirement planning and to provide support to the pre-retirees and retirees group. After the consultation and with suggestions from our course lecturer and teaching assistant,
we decided to change some elements of in the project
in order to achieve the goals of our project.
2nd Phase: Text
Change of target group
We decided to change our target audience from pre-retirees and retirees
to the children of pre-retirees and retirees.
There are 2 main reasons we are doing so.
The 1st reason is
We saw the needs of the support for children to aid
parents’ retirement and their retired life.
The original project goals aim at improving the current situations of pre-retirees and retirees in HK society. We, as the members of this project, encounter the similar struggles and frustrations moments when we are with our parents who just retired or are going to retire soon. Children in the family may also encounter similar situations. They may also hope to help their parents in retirement as well. When a child can know more about the information and resources relevant to retirement, they can be one of the trustworthy companions to support and help their parents’ transitions to retirement and their retired life.
The 2nd reason is
we recognized the ways of delivering information online actually
suit the habits of the younger generation.
It is more accessible for us to interact with the younger generation online. Online content and resources are usually more attractive to users of younger generation. It will be more effective for us to deliver the content online to younger generations who want to know more about things relevant to retirement or what they can do to support their parents. Afterwards, children can apply what they know from our content to support their parents. Consequently, although we have changed our target group, however,
both the pre-retirees or retirees, as well as their children, can benefit from this project.
Change of the way of delivering information
In order to accommodate the style of receiving information of younger generation
and have more interactions with our potential users, instead of building a website,
we decide to deliver our content through social media (Facebook and Instagram).
Change of components and format
In the original 3 components, “Useful psychological knowledge relevant to retirement” and “Practical information and resources about retirement planning and retired life in Hong Kong” are kept. The format to deliver the content of these components have slightly adjusted. We adopt memes and “one hundred thousand (not dare to ask parents) whys” [10萬個不敢問父母的為什麼] as the layouts to deliver psychological knowledge. While “practical information and resources” are posted regularly to let our users know the existing resources in HK society that they can use to help their parents. Links are listed in our linktree which our target audience can easily access to the
useful resources with just a few clicks. Linktree is updated from time to time.
The other component, “Guided self-pack” is removed and changed to the practical tips about how to get along with retired/going to retire parents. Advice are given to users based on psychology knowledge, theory and research papers from reliable sources.
Last but not least,
in each of our posts, no matter which templates we adopted, we start with real life examples that one may experience during their time spent with their parents, then further elaborate the examples with the topic we hope to address. It is believed that not only these examples may draw users’ interest and resonate with them but also the content of our platform is close to what may happen in their daily lives, thus helpful and applicable to some of their situations with their going to retire/retired parents.
2nd Phase: Text
Further adjustment
in the format of delivery and content
When we first launched our new social media platform in late March,
there are only 2 templates:
memes and “one hundred thousands (not dare to ask parents) whys”
[10萬個不敢問父母的為什麼].
After posting a few posts, we asked some of our followers for some feedback on our layouts and content. We received responses that despite the design of the templates are nice, nonetheless, the arrangements of the layouts are a bit boring, and the contents are not as helpful as we expected.
With opinions from our users, we decided to further adjust the layouts and content of our platform, with more types of templates are designed to explain and describe different psychological theories and knowledge.
The advice and content also become more specific and applicable
to our users' real life situations.
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We will continue to seek opinions from our followers, conduct evaluation regularly
in order to provide easy-to-understand content, useful information,
accessible resources and applicable tips to our users.
2nd Phase: Text
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