TECHNOLOGIES ARE DEFINED BY CONSUMERS’
ABILITY TO DESIRE, USE AND FLAUNT THEM.
HOW DO YOU RETRO FIT A TECHNOLOGY INTO PEOPLE'S LIVES?
At the rate of technological advancements in today's digital age, we often come across clients who need guidance in creating market demand for a new piece of technology they are developing. Market demand comes from identifying customer needs, and the only way we can begin this dialogue with customers is by understanding behaviours and patterns within the particular domain. In January 2016, we responded to an RFP from Samsung for a new mobile technology that was due to release. Myself and one of our design directors worked closely together on a proposal that included consumer themes in the mobile category, an ethnographic research approach, market opportunities and targets. The aim was to outline an approach to get to the core of how a new technology can help drive product choice and/or brand move.
ethnographic research approach: living lab
The research approach involves a diary study followed by an analyses of findings and distillation of patterns in behaviours. This is followed by a series of design sprints where insights and themes will be synthesised to identify value propositions and develop a series of use cases.