people centred research

People Centred-Research Course January 27th - February 7th 2014

SHOPPINESS

OUR TEAM

Arunima Singh Claudia Ciarpella Bethany Snyder

IS THERE A LINK BETWEEN HAPPINESS AND SHOPPING? !Is there a way to correlate the two? Can common perceptions of happiness be translated and manipulated to craft a unique and memorable shopping experience?

HAPPINESS SHOPPING

MallBoutique

TigerFlea Market Word Game

Torvehallerne

FIELD WORK TOOLS

Martin, 40 Business Development Consultant

Paolo, 28 Unemployed

Anne, 28 Product Manager

FIELD WORK RESPONDENTS

MARTIN, 40 BUSINESS DEVELOPMENT CONSULTANT

Martin lives north of Copenhagen with his wife, 3 daughters, and dog. He has been working with start-ups and incubation for the past 3 years. He is currently consulting with CIID on “The Nest” project. He finds CIID to be a place of inspiration mainly because of its willingness to succeed, and the mix of different cultures and insights.

“Seeing my daughters growing and spending time with them. Differences of people and getting positive energy makes me happy! Happiness is about being inspired.” !“If I could go together with them (shopping) and keep doing my work and we could meet for lunch and go for a movie afterwards.” “I seldom shop; I buy all my stuff from Internet and if I have to buy some specifics I always go to same shop in Germany to buy my same stuff… It is very efficient.”

PAOLO, 28 UNEMPLOYED

Paolo moved to Copenhagen 3 years ago from Stockholm to complete his Master’s Degree in Green Energy. He is originally from Rome, but grew up in a small town with his Father, Mother and younger sister. He is currently looking for a job in the renewable energy field in the city. He really enjoys the Copenhagen summers, and feels that the vibe during that season is unbeatable. When he is not hanging out with friends or cycling to various destinations, he can be found hanging out playing playstation, or planning dates with his girlfriend.

“People are the main part of my happiness.” !“I found good friends here and that’s why I stayed here for long as the people I met. I have been happy here in Copenhagen.” !“I shop from different shops for myself, I am not a going around guy. I know 3-4 places from where I would take my stuff. I prefer going alone for my shopping. I don’t take people because I am usually influenced by people and their choice.”

ANNE, 28 PRODUCT MANAGER

Anne lives in Copenhagen and is a Product Manager/Group Leader in charge of the success of musical artists at the record label, Sound of Copenhagen. Growing up the youngest of three children, she has always been surrounded by people and considers herself to be active and adventurous. She is also a self proclaimed “workaholic” and because of this, she makes the most of what little free time she has by efficiently managing her errands so that she can spend more time going out with friends.

“For me, I need to know what I will find. I don’t have time to browse through, usually I go for shop, I go with a purpose.” !“I don’t search for the brand but I am concerned and very focused about the material that I wear.” !“I get stressed out in tiger, I usually don’t know is there anything that I need. I think I would change my mind if they would decorate the store differently, if they will bring little more quality and it is more organized.”

HAPPINESS SHOPPING

ALONE - EFFICIENCY (MAC STORE, NESPRESSO,

INTERNET, SPECIFIC SHOPS)

WITH OTHERS - PLEASURE (FLEA MARKET, TORVEHALLERNE)

LAUGHING

FRIENDS

FAMILY

TRAVEL

MUSIC

CULTURAL EXCHANGE

FOOD

GIFTS

COMPLIMENTS

SHARING

BIKE

PLAYSTATION

IS THERE A LINK BETWEEN HAPPINESS AND SHOPPING? !

Søstrene Grenes Nespresso

FIELD WORK LOCATIONS

Tiger

COOL

We went to two Tiger stores and conducted guerrilla interviews to better understand the Tiger customer. We included video documentation, as well as shorter audio interviews where participants explained their reasons for their visit, as well as a one word description of their perception of Tiger.

CUTE

NEED

FUNHYGGELIGT

TIGER is…

CHEAP

FIELD WORK GUERRILLA INTERVIEWS

VARIETYJUNK

WHAT WE DID NOT KNOW BEFORE...

1. Some of our participants are not a big fan of TIGER because their products don’t match their personal lifestyles. !2. People were very “hands on” with the products, and would follow other customer’s cues when it came to playing with the various games. Elements such as mirrors and dress up items made people want to play with them. !3. Our participants think that Tiger sells “very temporary happiness” and they do not rely on their products for long term satisfaction or durability. They are not aware of what they are buying, and do not seem to mind about quality it’s more about quantity. !4. Environment and visual displays were major influences when determining people’s perceptions of value and quality.

WHAT WE LEARNED: “When you start working and when you get older you are much more focused in everything – the way you dress. I have different parts – I switch my style as per the situations as per my days. I dress up for occasions and perhaps help realize better where I want to buy my stuff.” !INSIGHT: Perceptions of personal style influence choices in what products and goods to buy and on what occasion. !OPPORTUNITY: Re-categorize and improve experiences through better coordination and customized appeal.

OPPORTUNITY FOR DESIGN RE-CATEGORIZATION

WHAT WE LEARNED: “Tiger is great fun, sometimes you find good deals and you can change them after sometime. You can get a lot of cool stuff for no money!” !INSIGHT: People buy more than what they need because things are so inexpensive. !OPPORTUNITY: Create trust and awareness of what you buy.

OPPORTUNITY FOR DESIGN AWARENESS

WHAT WE LEARNED: “Playstation, ping pong, the game we did with the new roommates gather people together and go through the barrier you can have when you meet new people…it is easier to get involved into something.” !People take the chance to interact and play with funny objects when they see other people doing it. !Shopping alone is needs based and efficient. Shopping with others is pleasure. !INSIGHT: Playing is an activity that easily connect even people from different worlds letting them share moments of fun (parents-kids, people you don’t know). !OPPORTUNITY: Let people know each other through playing

OPPORTUNITY FOR DESIGN PLAY

WHAT WE LEARNED: “Drawing from my girlfriend…I appreciate that it was very personal…the value is feeling behind it and it was made specially for me.” !INSIGHT: Gifts are not necessarily objects, they are experiences. !OPPORTUNITY: Create unique experiences through gifting

OPPORTUNITY FOR DESIGN GIFTING

OUR DESIGN CHALLENGE

HOW MIGHT WE HELP PEOPLE MAKE

CHOICES THAT REFLECT THEIR INDIVIDUAL PERSONALITIES

THROUGH CUSTOMIZED EXPERIENCES





HOW MIGHT WE CREATE TRUST AND

AWARENESS OF WHAT YOU BUY BY IMPROVING THE

PERCEPTION OF QUALITY








HOW MIGHT WE CREATE OPPORTUNITIES FOR

PEOPLE TO TALK TO STRANGERS THROUGH INTERACTIVE GAMES IN

STORES








HOW MIGHT WE CREATE OPPORTUNITIES FOR

PEOPLE TO TALK TO STRANGERS THROUGH INTERACTIVE GAMES IN

STORES

HOW MIGHT WE ATTACH MEANING AND

PERSONAL VALUE TO THE PRODUCTS THROUGH

GIFTING

OUR TEAM

Arunima Singh Claudia Ciarpella Bethany Snyder

WHAT WE LEARNED: “Drawing from my girlfriend…I appreciate that it was very personal…the value is feeling behind it and it was made specially for me.” !INSIGHT: Gifts are not necessarily objects, they are experiences. !OPPORTUNITY: Create unique experiences through gifting

OPPORTUNITY FOR DESIGN GIFTING


HOW MIGHT WE ADD PERSONAL VALUE TO

OBJECTS THROUGH GIFTING?


HOW MIGHT WE ADD PERSONAL VALUE TO

OBJECTS THROUGH GIFTING?

HOW MIGHT WE ENCOURAGE THE NEXT

GENERATION OF MAKERS THROUGH GIFTING?

HOW MIGHT WE MAKE THE EXPERIENCE OF GIFTING MORE ENJOYABLE

AND PLAYFUL?

BRAINSTORMING!

COPENHAGEN INSTITUTE OF INTERACTION DESIGN

CONCEPT Memo|me is a device that you can attach to a gift. It autonomously sends pop-up contents (memories or messages in form of video, text, audio) to your mobile phone when you are in the proximity of the object.

VALUE PROPOSITION Attach a personal value to an object through memories and contents from the giver !The object becomes an active reminder of the giver

MEMO|ME collecting memories !

TIGER VALUE PROPOSITION Add sentimental value to ordinary gifts !!

EVIDENCE FROM CO.CREATION - DAY 1 - TOOLS

+

gift

paper memo|me

The Memo-Me is a tag that you can place on a gift. It acts as a memory cache that can convey sensory experiences selected by the gifter.

Will attaching personal memories to objects add value to the gift being given? COPENHAGEN INSTITUTE OF INTERACTION DESIGN

EVIDENCE FROM CO.CREATION - DAY 1 Nina and ephiphany 1

It’s a great idea! Perfect!

TROELS

“Music reminds me about something from my young days, ‘The Peppermint Twist’, that’s good stuff. That reminds the older class of time.”

EVIDENCE FROM CO.CREATION - DAY 1 - QUOTES

Christina

“Maybe I think on my phone … I think it would be music, or saying something maybe to my boyfriend, that I love him.”


Nellie

“Maybe some pictures from past holidays to remind us of special times.”


Casey

“The fact that something is transient doesn’t bother me at all … if it was consumable and it had a limited lifetime and it was done .. that’s fine. In a way that’s better than a gift that has a permanent physical presence.”


Daniella

“It depends on the person really … I’m old fashioned, [I would prefer] a printed picture”



+ +

gift

wooden memo|me

tablet

inspirational cards



WHICH KIND OF MEMORY WOULD YOU ATTACH TO YOUR GIFT?


EVIDENCE FROM CO.CREATION - DAY 2 - VIDEO



PEOPLE CENTRED-RESEARCH

CONCEPT Tiger Trx is a gift card which allows you to organize a scavenger hunt to make gift giving more exciting. The card provides a gps tile to attach to the gift and a mobile app that will lead you to the gift through clues and approaching signals.

VALUE PROPOSITION Enhance the experience of receiving a gift through playfulness !!

TIGER TRX hunt your gift !

TIGER VALUE PROPOSITION Provide the customer with a service that goes beyond the pure selling of artifacts. !!


+

gift paper tiger trx

The idea is about having a technologic sticker and that you can put on a gift to initiate a scavenger hunt.

Would this be fun and add personal value to the gift?



WHO would

the target be?

WHERE would you

hide the gift?

HOW LONG should the hunt take?

HOW would

you detect the gift?

Would you pay for it?


EVIDENCE FROM CO.CREATION - DAY 1 - RESULTS

WHO would

the target be?

WHERE would you

hide the gift?

HOW LONG should the hunt take?

HOW would

you detect the gift?

Would you pay for it?

KIDS AND YOUNGSTERS HOME

FUN MINDED ADULTS

BACKYARD

CITY

30 MIN

1 H

15 MIN

WARMER, WARMER

WITH A BIP

YES (max 50kr)

NO


JOAN

“It’s a new thing, you never tried it before, so that way you would remember it forever.”


TANYA

“I love the old-fashioned way (paper), but it’s not the way anymore.”


TINA

“Something where you go close to it and it gets warmer, maybe if you have on the device so you can see that.”


LOTTE

“If it was the same as buying a gift card, I say this could be more fun.”


TOBIAS

“Phone probably. You always have your phone on you.”



+ +

tiger trx cardgift phone


EVIDENCE FROM CO.CREATION - DAY 2 - video

how would you like the phone to show that you are approaching the gift?


CONCEPT Work(in)shop is a series of lessons about different crafts (origami, knitting, painting, patchwork..) with the purpose of encouraging hand made gifts.

VALUE PROPOSITION Give a platform for learning how to craft !!

WORK(in)SHOP make your own gift !

TIGER VALUE PROPOSITION Tiger is more than a shop, is a place to meet people and/or acquire new skills !Encourage the selling of the art&craft section of Tiger !!!!

EVIDENCE FROM CO.CREATION - DAY 2 - video

Elizabeth gives us feedbacks


Co-creation works best when the questions are more open-ended and less constrained.

!The collaborator must feel as though they have a stake in the creation

process. !

The initial tools used to spark conversation need to be refined enough to inspire a sense of believability.

!It is hard to get deep insights in a short amount of time, and people felt

some pressure to answer the questions in a correct way. !

Language proved to be a barrier and it was easier for people to respond to written questions and statements because they had to time to better digest

the information.

WHAT WE LEARNED !

MUSIC: Peter Bjorn and John

“Young Folks” !

SPECIAL THANKS TO: Tiger and their Staff

Christine Truc Modica John Lynch

Simona Maschi

CREDITS !

people centred research

Documents