KooKoo is a wearable timer designed to help indecisive users to make intuitive decisions. Every time a user realizes that they are over-analyzing or hesitates when presented with multiple options, the user can pull the string of KooKoo and activate the short timer. Once the string is pulled, the timer makes a countdown noise until the two parts come together again, which will be 7 seconds, and the user is prompt to make a decision at that moment devoid of unnecessary hesitation and over-analysis. Utilizing your unconscious's ability to make reasoned choices, KooKoo encourages intuitive decisions in an age defined by excessive choice.

KooKoo is the outcome of Xumeng Mou's master thesis - Absurd Intelligence: Explorations of the Unconscious. The concept was inspired by studies conducted at the Max Planck Institute which found decisions are made seven seconds before conscious awareness. "Your decisions are strongly prepared by brain activity. By the time consciousness kicks in, most of the work has already been done," said neuroscientist John-Dylan Haynes of the Max Planck Institute.

KooKoo reminds users of what they already know and to give them permission to move on. Because the unconscious has already made the decision seven seconds before the user realizes it, KooKoo will have helped its user to realize their intuitive decision by leaving no time for users to think twice.

KooKoo comes in 4 basic forms: necklace, pin, keychain or pocketable for those who don't want to wear the accessory outwardly.


Core77 Award, Design Concept, Student Notable Mention, 2018

Global Grad Show x Dubai Design Week, 2017

Coincident Times x New York Design Week, 2017

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