PEOPLE CENTRED RESEARCH CIID IDP14 & TIGER

Simon Herzog Hsiang-Lin Yang Paula Te

COPENHAGEN INSTITUTE OF INTERACTION DESIGN

Trust!Through !Transparency

IntroductionTeam!North Star / Domain

Paula Te

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Team

Simon Herzog Hsiang-Lin Yang

• How can we create a more meaningful experience at Tiger?!

• Do people’s perceptions match Tiger’s mission and values?

CIID | TIGER | PEOPLE CENTRED-RESEARCH | North Star / Domain

ResearchPersona!Graph!Places!In-depth Interviews!Epiphanies

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Persona

26 observations

3 groups of girls

4 parents with kids

3 couples

9 individual women

3 individual men

4 elderly

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Graph

Long

Short

SpecificRandom

time in store

purpose in store

time in store

purpose in store

women

men

elderly

parents & kids

groups of girls

couples

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Places

• The size of store does not correlate linearly to time spent !

• Employees at the Strøget store were more enthusiastic and connected to the mission!

• “It’s disorganized, but that’s the fun part.”!

• “I’m a creative person and I think the store is good for creativity.”

• “It’s a labyrinth, but unlike other stores you can see over the aisles so you know where you’re going.”!

• “The music makes people happy.”!

• “I like how bright the stores are.”!

• “I find stuff I didn’t even know I needed.”

• Background!

• Flower!

• Meaning!

• Objects!

• Shopping habits!

• Tiger

CIID | TIGER | PEOPLE CENTRED-RESEARCH | In-depth interviews

CIID | TIGER | PEOPLE CENTRED-RESEARCH | In-depth interviews

“Education is my way of life; it’s how I constantly evolve.”!

“Most of the things I do are for pleasure; I’ve never been a very goal-driven person.”!

“When I was a little girl I remember dancing on top of my mother’s feet.”!

Celeste, mid-30s, background in art and design. Mother of a 1.5-year-old daughter.!Interested in education, movement, and nature.

CIID | TIGER | PEOPLE CENTRED-RESEARCH | In-depth interviews

“You spend a third of your life in your job, so you have to make sure you enjoy it.”!

“Life flies by faster when you stay in your comfort zone.”!

“I always have at least one plane ticket and one concert ticket in my inbox.”!

Lars, an information technologist in his early 30s at Novo Nordisk.!Interested in travel, being active, and socializing.

• People remember factors such as smells, music, and friendly staff over the wares at their favorite stores.!• Danish bluntness!• The right to interview.

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Epiphanies

AnalysisOpportunity!Design Challenge

“I’d make damn sure everyone knows which products are sustainable and that Tiger has a good story to tell.”!!Insight: People feel uncomfortable not knowing the sources and ethics behind the products. Stepping into the store, some feel guilty, questioning “is it okay for me to buy this stuff?”!!Opportunity: Increase transparency of sources and practices.

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Opportunity

Transparency

“The mission of the company is mainly to sell things and make money.”!!Insight: There is a disconnect between Tiger’s mission and its public perception.!!!!!!!!!!Opportunity: Communicate the mission more clearly to employees and customers.

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Opportunity

Mission vs. perception!

Mission:!Meaning!Honesty!Simplicity!Delight / surprise!Security / comfort!Activating people

Perception:!Cheap (12)!Fun (10)!Comfortable (6)!Convenient (5)!Varied (5)!Surprising (5)

Bad quality (2)!Creative (1)

“I really enjoy meeting new people, but people in Denmark don’t normally socialize outside of their work.” !“My favorite store has a really nice atmosphere because the people working there always interacts with you and makes you feel welcome.”!“My fondest memory in NYC was meeting a group of guys speaking Danish on the street who would eventually become my best friends.”!!Insight: Interactions, not objects, create meaning for people.!!Opportunity: Facilitate more interactions by activating people and getting them out of their comfort zone.

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Opportunity

Facilitating connections

Design Challenge

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Design challenge

GOAL

CONSTRAINTS

Facilitating trust between humans and the environment!

… through creating transparent interactions.!

… through multi-sensory experiences.!

… through movement.!

… through surprise.

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Process

4 design challenges

110 ideas10 categories

4 categories

12 scenarios

2 scenarios

Brainstorming

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Brainstorming examples: Secret Santa

Secret Santa!

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Brainstorming examples: Sound Tagging

Sound Tagging!

Transparency Box

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Transparency Box

CONCEPT!Five boxes with peepholes show some of the many people behind Tiger and humanize the brand. !!VALUE PROPOSITION!The boxes tell the story of the people behind Tiger and add a degree of transparency. Viewers gain more trust in the brand and become more mindful of the human aspect of the products they are buying.

Transparency Box

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Transparency Box Co-Creation

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Transparency Box Co-Creation

• Amusement about the boxes, particularly the mirror (5)!

• Indifference towards the message (7)• Visibility of boxes needs improvement (4)!

• Increased awareness of the brand story (3)

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Transparency Box Co-Creation

Transparency Box….mp4

• Test different window shapes!• Be more minimal!• Test outside the shop!• Simulate video inside the boxes!

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Next Steps

Made By…

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Made By…

CONCEPT!Your product is hand-signed by one of the workers who contributed to making it. Scan it to see him and to learn more. Upload a photo to share with the worker!!!VALUE PROPOSITION!• Mass-produced products gain a personal touch.!• Customers feel a connection to the people involved in making their products

and become more mindful of the manufacturing process. !• The worker feels less alienated from his labor. !• Transparency and trust increase on both sides.

Made By…

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Made By… Co-Creation

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Made By… Co-Creation

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Made By… Co-Creation

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Made By… Co-Creation

Made By….mp4

Learning

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Learnings

• Categorization, criteria, and voting are very effective techniques for analyzing brainstorming output.!!• Allowing people to create and draw what they want to see works better than

confronting them with options and asking them what they would change.!!• It’s easier to approach strangers after they have just seen something unusual.!!• It’s very difficult for an object to get any attention in a store.

Thank!You

Special ThanksMartino Bilello!

Anders Erlendsson!Catherine Descure!

Pavla Baxová!Peter Otto Kuhberg!Liselotte Lagerstedt!Caroline Arvidsson!

Amalia Goutaki!Moises Bottberger!

Chiayu Hsu!Rachel Miller!

Lars Lauridsen! Celeste Arnold!Simona Maschi!

John Lynch!Christine Truc Modica!

TIGER family

THANK YOU

COPENHAGEN INSTITUTE OF INTERACTION DESIGN