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


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


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


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?


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


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


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


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


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.


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


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


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)


· 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)


· 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

week 3 – exploring context lecture

Education