Duration

3 months (2022)

Tools

Google Workspace apps, Typeform

Role

Lead Researcher

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Under A Non-disclosure Agreement

Some of the details in this case study may be vague to protect the client's intellectual property.

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When we kicked off this project, it was about stretching the idea of what comfort could look like in a world that’s both hyper-connected and deeply overstimulated. Could a chair be more than just relief? Could it feel like it knew you?

Challenge

OSIM wanted to create a massage chair that met people where they were—whether that meant tech-forward, wellness-obsessed millennials or older users seeking comfort without the complexity.

The goal: reimagine the experience of everyday rest using AI, personalisation, and just the right amount of smart.

Approach

We talked to people across generations about what stress feels like and what it takes to truly relax:

• How different age groups approach smart tech—and where they get stuck
• What makes a product feel personal, not just functional
• How much control people actually want over their rest rituals
• And whether AI could be a gentle helper, not a pushy one