Download - Week 3 – Exploring Context Lecture
Exploring Context & Users
Laura Santamaria
Design Innovation | Week 3
Session structure
Part 1 – Why explore context?Part 2 – Methods & tools
Part 2 – Context mapping for your project
Part 1 Why explore context?
Actors/stakeholders
Resources
Service ecosystem (servicescape)
My ServiceSystem User
Experience
Actors
Resources ServiceSystem User
Experience
Actors
Resources
ServiceSystem User
Experience
Actors
Resources
ServiceSystem User
Experience
Brand
Brand
Brand
Brand
Brand
Context in Design for Services
Peoples’ habits, values, behaviours & aspirations
Socio-Cultural Context
based on Zingale & Domingues, 2015
The ‘things’ we design bear consequences for user and context
DESIGNEDARTEFACT
UserLogic
DesignLogic
IntentionInterpretation
user context design context
Studying context allows us to be informed about the possible interpretations, meanings and uses the innovation may bear in that space[consequences]
DESIGNEDARTEFACT
UserLogic
Interpretation
user context
User LogicInterpretation
DESIGNEDARTEFACT
DesignLogic
Intention
design context
Design Logic Intention
But it also allows us to align the innovations with the
values, aspirations and identity of our particular
user group, and so aim to improve
their quality of life[user experience]
Creating great services
Desirability
Usability
Pleasure-ability
Utility
We create value through 3 key ingredients
today’s lecture
“Pleasurability is
about how the whole
solution makes you
feel. It relates to a
sum of the details
within your service
and often relates this
to culture from the
world outside”
– Simon Clatworthy, This is Service Design
it has a purpose
it works
it makes me feel
good
touchpoints
Designing the right thingDecode context
Designing things right(incorporate clues to design)
Getting to know the culture of our users by researching ‘the world outside’
value proposition
Studying the contextis about understanding users
as social beings
• Cultural expectations & norms• Ideals of achievement & worth• Social adequacy/inclusion• Their identity• Cultural values• Influences (peers, media, etc)
on their own
• Personal habits & routines• Behaviours & preferences• Cognitive aspects common
to all humans• Personal values• Feelings• Needs and wants
and
User and context research
Indirectly
Researching the ‘cultural landscape’ where the users are
immersed
Directly
• Interviews• Observations• Questionnaires• Focus groups
explicitevident
conscious
implicitimperceptibleunconscious
on their own
(Meroni & Sangiorgi, 2011)
as social beings
and
Human-centered approach
What do we look for?Researching the ‘cultural landscape’ where the users are immersed
implicitimperceptibleunconscious
social rules, conventions and aesthetic associations called ‘cultural codes’
we analyse the representations where tacit meanings materialise
Indirectly
Stop/Go
Celebration
GlamourFemale & male
users as social beings
Representation
DESIGNEDARTEFACT
Regulation Identity
ProductionConsumption
RepresentationThe establishment of cultural meaning through language, both oral and visual.
RegulationHow does the artefact break or conform
with established legal and regulatory boundaries? How does the artefact
challenge notions of public and private space? How does regulation impact the design and development of the object?
How does regulation shape its usage?
ConsumptionHow is the product used?
What does the product come to mean for those
using it?
ProductionHow the object is produced technically, but how that object is produced culturally; how it is made meaningful?
IdentitiesHow individuals, consumer groups, corporate, national and international identities established an identification with the object.
A design artefact in context...
(du Gay et al., 2014)
... is subject to a ‘circle’ of cultural reproduction
User LogicInterpretation Design Logic Intention
Let’s try it out ...
1. Analyse these products using the Circle of Culture
Representation
DESIGNEDARTEFACT
Regulation Identity
ProductionConsumption
activity 1
30 min
Let’s try it out ...
2. Analyse these services in the same way, by looking at the touchpoints provided
Representation
DESIGNEDARTEFACT
Regulation Identity
ProductionConsumption
activity 1
30 min
Break20 min
Methodological approach for mapping contextual codes
Hi guys,how are you doing?
Good morningladies and gentlemen
Welcome.
Hi guys,how are you doing?
Good morningladies and gentlemen
Welcome.
How representation works
DOGSignified
Sign
Signifier
Code mapping – Themes
Small car category themes
methods
Positioning in cultureYouth culture brands positioning
methods
Emergent codesNew meanings and themes, or old meanings played in new ways in popular culture
methods
A four pillar approach to sustainability
Environmental
SocialCultural
Economic
SocialValue
Service Design for Social Innovation
Environmental innovation provides environmental benefits (e.g. low resource consumption)
Economic innovation is economically viable and self-sustainable
Social innovation provides social value (e.g. social cohesion, job generation, social inclusion)
Cultural innovation is assimilated in its context and adds to users’ quality of life
Design Logic Intention
activity 2Let’s try it out ...Analyse these services’ features using the chart provided
15 min
To summarise,
Code mapping is widely used by large brands and corporations to develop and position products, services and brands successfully in the market
Code mapping is not widely used to strategically construct symbolic features that enhance the appeal of social innovations
These tools can help us develop innovations that bear greater ‘cultural resonance’ users, thus increasing their potential to become more popular and widespread and contributing to switching lifestyles
Lunch Breakback at 1pm
Part 2 Tools for exploring context and summarising insights
Case study
Service Blueprint
Spotting capacity and requirements to serve a wider customer base
Embed relevanceHighlight personal, rather than environmental benefits
Participatory DesignCo-design
Global LevelMap macro societal change in trends, values and meanings
Embed desirabilityUse the most favourable and aspirational contextual associations
Traditional market researchLocal LevelMap contextual codes(local take of macro trends and meanings)
Seek to legitimise and reinforce intrinsic, rather than extrinsic values
CodeMapping
Prototype
Analysis and mapping of favourable codes
Codes inform design and communications
Meassure, assess and iterate
Step 3User
experience
Step 1Research
Step 2Design
encodeinnovation
decode context
assess& iterate
Theoretical frameworkof process
(Santamaria et al., 2016)
Map category themesWhat are the key concepts currently being used in your sector?
The ‘small car’ category
© Laura Santamaria. Do not reproduce without author permission.
Example
Urban modern Adventure
First car Singles
Young couple
RetroRevival
Map the strongest global trends
Map here how these relate to your brief
© Laura Santamaria. Do not reproduce without author permission.
Example
Example
Mobile & smart tech use
Gaming
Sharing
Digitally-enabled engagement
Mapping global trends
Local foods
Healthylifestyles
Pre-industrial
era
digitalnetworked
savvy
Make-do and mend
Vintage
Craft & artisan
Experiencesover stuff
authenticity
Example
Broad category analysis
How does is this market shared?
© Laura Santamaria. Do not reproduce without author permission.
Broad Category Analysis
nutrition pleasure
alone
together a special occasion
a guilty pleasurewholesome
necessity
qualityspecialluxuriousinfrequentsmoothprepareda treat
take controlwholesomeauthenticnaturalenergisingrestorativepreventivea healthy life
convenienthabitualfrequentunavoidableerranda routine
let gotreatoccasionalme timenaughty
feels ...
What food consumption is about (UK context)
Example
Limited choice
Wide choice
Aspirational
Convenience
Market positioning
Wholesome foods
Retro Modern
Convenience
Price
Market positioningMap your solution and your competitors
© Laura Santamaria. Do not reproduce without author permission.
Oursolution
Example
Residual Dominant Emergent
How are the meaning associations changing?
Classify images according to these three categories
• Around for some time, dated• Out of step with cultural
context• Potential to revive residual
meanings
• Heavily played codes in popular culture
• The mood of today• Current norms
• New ways of thinking and styles of communication
• Not always consciously identified by users
• First clues and expressions of future norms
© Laura Santamaria. Do not reproduce without author permission.
GlobalMass-produced
LocalCraft & Artisan
Sub-Category Analysis
Who offers wholesome foods?
convenience speciality
Wholesome foods
Global Local
Offer definition
Map on the right column key characteristics of your solution.On the left column, list the opposite concept
© Laura Santamaria. Do not reproduce without author permission.
Example
craftedpersonal
mass-producedgeneric
Global LocalArtificial NaturalPresent FutureIndividual CollectiveOrdinary LuxuriousCommon SpecialAffordable ExpensiveHigh-tech Low-tech Immediacy NostalgiaFamiliar RareHabitual InfrequentMass-produced ArtisanPrepared RawSmooth RoughUnoriginal AuthenticQuantity Quality
Defining the Local as an opposite to the Global
Offer definition
What does it mean to be a ‘local’ provider?
Exploring potential user groups
© Laura Santamaria. Do not reproduce without author permission.
20–25 6.8%
25–34 20.7%
35–49 25.8%
Population by age
0.0
2.0
4.0
6.0
8.0
10.0
12.0
All
Age
s 0
1-4
5-9
10-1
4
15-1
9
20-2
4
25-2
9
30-3
4
35-3
9
40-4
4
45-4
9
50-5
4
55-5
9
60-6
4
65-6
9
70-7
4
75-7
9
80-8
4
85-8
9 / 8
5+
%
HaringeyLondon
Age Group Haringey % London %All Ages 225000 7825200
0 4100 1.8 127900 1.61-4 14200 6.3 458500 5.95-9 13900 6.2 456900 5.8
10-14 10600 4.7 406800 5.215-19 11000 4.9 418500 5.320-24 15300 6.8 556300 7.125-29 22300 9.9 744000 9.530-34 24400 10.8 756800 9.735-39 21400 9.5 677900 8.740-44 19700 8.8 631100 8.145-49 16800 7.5 553100 7.150-54 12300 5.5 443100 5.755-59 9300 4.1 357800 4.660-64 8300 3.7 334100 4.365-69 6100 2.7 244200 3.170-74 5600 2.5 215900 2.875-79 4500 2.0 177200 2.380-84 2700 1.2 133400 1.7
85-89 / 85+ 1600 0.7 85200 1.190+ 1000 0.4 46400 0.6
Singles and young couples
Young & progressive families
Settled families
The Haringey People
Crop Drop wants to sell a larger volume of veg (or larger bags). We need to look into which households are more likely and willing to eat veg on a more regular basis, but also open to the concept of eating seasonal, unconventional veg, which means they are resourceful and creative with their cooking.
Exploring potential user groups
PersonasLifestyle references
Job: Creative, flexible, part-time, freelance.
Kids: 1 or 2, aged under 7.
Household Income: £30–40K
Mobility: Car, but don’t use it much; cycles to work. Kids in local school. Shop locally and online.
Eats organic, likes the outdoors, craft beer, artisan bread, artisan coffee, design, home interiors and small, quirky brands and charity shops.
Life is all about experiences. Feels young and energetic, but acts laid back and casual.
This type of family is our preferred customer, because their values align closest with Crop Drop’s proposition. Many Crop Drop current customers fit this type. By studying their lifestyle choices, we can tailor Crop Drop’s products, service and communications to ‘speak their language’, and so ensure a better customer experience.
The progressive young family of north London
User PersonaMap lifestyle in visual references
By studying the user lifestyle choices, we can tailor the service offer and touch points to ‘speak their language’, and so ensure a better customer experience.
© Laura Santamaria. Do not reproduce without author permission.
Contextual code map
make your service
desirable
Aesthetic Codes
Popular Lifestyle Practices
Appreciated Values
Summarise your insights in this map, so you can use it during the design and prototyping phases
© Laura Santamaria. Do not reproduce without author permission.
Contextual code mapExample
Local & Authentic
Photography
Textures/images
Colours
Typography
Aesthetic Codes
Popular Lifestyle Practices
Creative CommunitiesFoodie Vloggers
Role model’s blog Artisan Craftsmanship
Genuine & refined
Passion, dedication & pride
Uniqueness
Ingenuity
Appreciated Values
© Laura Santamaria. Do not reproduce without author permission.
Value Proposition
PaperCraft stock
Print styleReminiscent of manual and old-style printmaking
Illustration stylePattern, flat, woodcarving style to convey authentic and handmade. References to nature’s bounty and crops
MessagePositive and welcoming, reinforce ‘embracing the season’
LogoPlayed down and embedded, rather than prominent
TypographyFriendly (open, lower case) Informal and vintage (cursive) Refined (Roman style)
ColourIn line with brand, but enhanced for reference to artichokes and purple carrots
Codes application to design Example
http://www.cropdrop.co.uk
Brief
Frame problem
Explore issues
Select idea
Test & iterate
Service presentation
Start prototypes
DISCOVER
DEFINE
DEVELOP
DELIVER
Decode
Collect & analyse clues
Encode
Incorporate clues to design
Using the activity templates
touchpoints
value proposition
GLOBAL
LOCAL
Service Value Proposition
Problem(your users have)
Define your value proposition
Benefits
A value proposition is a promise of value to be delivered. It’s the primary reason a prospective client should buy from you. It explains how your product solves customers’ problems, improves their situation (relevancy) or delivers specific benefits (quantifiable or intangible value).
· It’s for ... (target customers), who are dissatisfied with ... (the problem)
· Our service is a ... (service kind description: platform/app/system/etc)
· That provides .... (key problem-solving capability/gains/benefits)
· Unlike ... (the product alternative/existing options)
· Because, it’s the only way that ... (USP: unique selling point)
© Laura Santamaria. Do not reproduce without author permission.
· Describe the problem / situation you are trying to improve.
· Remember you think from your user’s point of view.
· Describe in which ways that your service solves the user problems
· What other benefits does your service provide that other options don’t?
Why should prospects use your service?
1 2
3 4
65
7
8
9
10
Service Value Proposition
2
3
Problem(your users have)
Define your value proposition
Benefits(your service offers)
A value proposition is a promise of value to be delivered. It’s the primary reason a prospective client should buy from you. It explains how your product solves their problems, improves their situation (relevancy) or delivers specific benefits (quantifiable or intangible value).
· There are ... (target customers), who are dissatisfied with ... (the problem)
· Our service is a ... (service kind description: platform/app/system/etc)
· That provides .... (key problem-solving capability/gains/benefits)
· Unlike ... (the product alternative/existing options)
· Because, it’s the only way that ... (USP: unique selling point)
© Laura Santamaria. Do not reproduce without author permission.
· Describe the problem / situation you are trying to improve.
· Remember to think from your user’s point of view.
· Describe in which ways your service solves the user problems
· What other benefits does your service provide which others don’t?
Why would customers want your service?
1
What to do with your contextual map
• You can improve and develop it as your research progresses
• You can to refer to it during ideation & prototyping, to ensure that • your service offer (value proposition) is in line with the user’s
values, aspirations and expectations.
• your design representations (brand + touch points) speak the user’s ‘language’. If they don’t, they will be out their ‘radar’
• Use Prezi.com or RealTimeBoard.com to create an online version so you can all share and contribute
RealTimeBoard.com
Further reading
Barthes, R. (2013) Mythologies: The Complete Edition, in a New Translation. Hill & Wang; Reprint edition. ISBN: 978-0809071944
Chandler, D. (2007). Semiotics: The Basics. Journal of Pragmatics (Second edi., Vol. 35). Routledge/Taylor & Francis Group.
du Gay, P., Hall, S., Janes, L., Madsen, A., Mackay, H., & Negus, K. (2013). Doing Cultural Studies: The Story of the Sony Walkman (Second Edi.). London: SAGE.
Floch, J. (2000). Visual Identities. London: Continuum.
Lakoff, G. & Johnson M. (1981) Metaphors We Live By, University of Chicago Press; New edition edition. ISBN: 978-0226468013
Oswald, L.R., 2015. Creating Value: The Theory and Practice of Marketing Semiotics Research. Oxford University Press, Oxford, UK.
Oswald, L. R. (2012). Marketing Semiotics: Signs, Strategies, and Brand Value. Oxford, UK: Oxford University Press.
Rapaille, C. (2007). The Culture Code: An Ingenious Way to Understand Why People Around the World Live and Buy as They Do (Paperback.). Crown Business
Santamaria, L., Escobar-Tello M. C., Ross T (2016). Switch the Channel: using cultural codes for designing and positioning sustainable products and services for mainstream audiences. Journal of Cleaner Production. 123, 16–27