(Third space is the design epoch we are in, comes after postmodernism)
Emphasis on tangible experiences
Immersion: sense, think, touch, act, feel
Tangible benefits
Individual transformation as product
The customer is the product
E.g. Apple stores, computer shops, gyms
Two-way dialogue
Social dissemination, conversation, audience or user input and participation, rapid decline of interruption advertising
Social Responsibility
“Triple bottom line”: planet, people, profit
Causes and effects, concern, mindfulness…
Provenance
Local vs international
Conscious consumption
Consumer citizen
Social, connected, active consumers
Blurring or social realms…
Authenticity
Facts, truth, genuineness, honesty, transparency, directness, sincerity, concern, mindfulness, real…
EMPATHY
Why empathise?
Understand your audience
Uncover your user’s needs
Challenge assumptions
Reframe the problem
How to gain empathy:
Immerse/Observe/Engage
RESEARCH
Primary Research:
Immerse = Experience what the user experiences, participate in the relevant activity or task, role play
Observe = View users and their behaviour in the relevant context, people watching, fly on the wall, shadowing/tagging along and asking what they’re doing/thinking/feeling, video/photo survey
Engage = Interact and speak with users, informal ‘chats’/interview, surveys + questionnaires, workshops
Secondary Research:
Investigate existing research and data
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