[5 semester, 3 months]
[Johanna Forss and Ida Sofie Mahle]
Rumi is a butterfly raising service, which utilises multiple touchpoints — ritualistic web ordering, daily reflections on app, and butterfly habitat for care taking — to create a ritual to encourage an empowered inner narrative, emotional validation, and a time and space for presence.
This project was based off two questions:
How can we design for the unseen inner experience of change, in order to create presence and an empowered inner narrative?
How can we create a deeper meaning to butterfly raising through a ritualistic chain of meaningful service encounters?
Website ordering, first touchpoint of Rumi ritual —
The experience begins with ordering through the website.
Here the customer will have to write a 'Note to Self' which will inform the service what symbolic butterfly the customer will receive.
Habitat —
Mesh lid for cleaning and watering opportunities
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. All its food, space, air, and cleaning needs are also met through the habitat's design.
Daily reflections app —
The app is what informs the daily ritual. The key focus here was guidance as to how to validate emotions, release negative thoughts, and inspire.
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 surprise —
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.
Designing a service ritual for an emotive experience —
This project utilises meaningful service encounters to create a modern day ritual and an emotional peak during butterfly release.
Process —
Finally, we compiled our process, thoughts, and results into a book.
If you'd like to read the pdf version, click here.
