for whom do we <br />design and build?<br />who knows most <br />about their own<br /> spaces and places?<br />
demographic analysis: <br />broad but shallow<br />transactional analysis: <br />narrow but deep<br />
spatial psychology is built<br /> on expert usership<br />and understanding <br />the nature of their <br />spatial transa...
finding the expert user base<br /><ul><li>  examine demographic data
  understand the issues
  find the 1st connector, explore the issues
  connector cascade
  agree the archetypal expert users
  find the first ten and cascade out to 40</li></li></ul><li>finding the Voice<br /><ul><li>  build the contract
  set up an appropriate campaign
  give voice, listen, feedback
  adjust, consult, agree
  legacy mechanism agreed</li></li></ul><li>TARGET GROUPINGS<br />by,000’s<br />  2125young & <br />mobile<br />Mid Easter...
SIZE OF OPPORTUNITY<br />+<br />-<br />FREQUENCY OF VISITS<br />-<br />Western’ <br />expatriate<br />workers<br />busines...
GRADING THE RISK FACTORS<br />FACTORS<br /><ul><li> exclusive vs inclusive
 standalone vs. mall
 partner vs. solo</li></ul>+<br />-<br />RISK<br />excl<br />stand<br />solo<br />excl<br />stand<br />part<br />excl<br /...
what do we mean by luxury??<br /><ul><li>elegant stores
luxury brands
European/US tastes
beautiful objects
refined service
look, don’t touch
rich clientele
older, female
vibrant stores
must-have brands
multicultural tastes
indulgences
welcoming service
try before you buy
affluent guests
youthful, both sexes</li></li></ul><li>what kind of customer experience…?<br /><ul><li>accessible
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For whom do we Build, Design, Make (Susan Williamson)

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For whom do we Build, Design, Make (Susan Williamson)

  1. 1. for whom do we <br />design and build?<br />who knows most <br />about their own<br /> spaces and places?<br />
  2. 2. demographic analysis: <br />broad but shallow<br />transactional analysis: <br />narrow but deep<br />
  3. 3. spatial psychology is built<br /> on expert usership<br />and understanding <br />the nature of their <br />spatial transactions <br />
  4. 4. finding the expert user base<br /><ul><li> examine demographic data
  5. 5. understand the issues
  6. 6. find the 1st connector, explore the issues
  7. 7. connector cascade
  8. 8. agree the archetypal expert users
  9. 9. find the first ten and cascade out to 40</li></li></ul><li>finding the Voice<br /><ul><li> build the contract
  10. 10. set up an appropriate campaign
  11. 11. give voice, listen, feedback
  12. 12. adjust, consult, agree
  13. 13. legacy mechanism agreed</li></li></ul><li>TARGET GROUPINGS<br />by,000’s<br /> 2125young & <br />mobile<br />Mid Easterners<br /> 500Gulf <br />shopping<br />visitors<br />2000 ‘Western’ tourists<br />710 local Emirate <br />families<br /> 780business <br /> visitors<br />1200 wealthy <br />South Asians<br />300 ‘Western’ <br />Expatriate <br />workers<br />primary grouping<br />secondary grouping<br />
  14. 14. SIZE OF OPPORTUNITY<br />+<br />-<br />FREQUENCY OF VISITS<br />-<br />Western’ <br />expatriate<br />workers<br />business <br />visitors<br />‘Western’ tourists<br />Emirate<br />families<br />APPEAL OF CONCEPT<br /> Gulf shoppers<br />wealthy Asians<br />+<br />mobile Middle Eastern<br />
  15. 15.
  16. 16. GRADING THE RISK FACTORS<br />FACTORS<br /><ul><li> exclusive vs inclusive
  17. 17. standalone vs. mall
  18. 18. partner vs. solo</li></ul>+<br />-<br />RISK<br />excl<br />stand<br />solo<br />excl<br />stand<br />part<br />excl<br />mall<br />solo<br />incl<br />stand<br />solo<br />excl<br />mall<br />part<br />incl<br />stand<br />part<br />incl<br />mall<br />solo<br />incl<br />mall<br />part<br />
  19. 19. what do we mean by luxury??<br /><ul><li>elegant stores
  20. 20. luxury brands
  21. 21. European/US tastes
  22. 22. beautiful objects
  23. 23. refined service
  24. 24. look, don’t touch
  25. 25. rich clientele
  26. 26. older, female
  27. 27. vibrant stores
  28. 28. must-have brands
  29. 29. multicultural tastes
  30. 30. indulgences
  31. 31. welcoming service
  32. 32. try before you buy
  33. 33. affluent guests
  34. 34. youthful, both sexes</li></li></ul><li>what kind of customer experience…?<br /><ul><li>accessible
  35. 35. indulgent
  36. 36. fun
  37. 37. personalised
  38. 38. clubby
  39. 39. frequent visits</li></li></ul><li>fetish <br />transactions:<br />Bond-ness<br />
  40. 40. tribal <br />transactions:<br />head chatter <br />
  41. 41. shopping psychology: aisle behaviour <br />
  42. 42. introducing the archetypes<br /> 30’s male manager in the software industry: well off<br /> young club-going, commuting girl.<br /> male financial-industries football and sports-bar devotee<br /> Asian teenager, non-drinking<br /> white British teenager, too young to drink legally<br /> family with young children<br /> young over-educated Eastern European services worker<br /> 40-something male skilled manual worker<br /> youngish artisan/performer<br />retired female college lecturer<br /> male / female retail manager<br /> 60’s – 70’s blue collar retirees.<br /> 50-something, affluent commuter with teenage kids<br />
  43. 43. which venues serve the most archetypes?<br />
  44. 44. who is under-served in the town centre?<br /><ul><li> families and kids
  45. 45. cool teens (other than drinking!)
  46. 46. cultural minority groups
  47. 47. affluent 30+s
  48. 48. business users</li></li></ul><li>how do your cultural assets stack up?<br />
  49. 49. Watford’s road system constricts formal circulation and bisects the city centre…<br />
  50. 50. people find their own ways to where they want to go… add the underpass thread…<br />
  51. 51. add the well-signposted cycle route thread…<br />
  52. 52. and the randomness of everyday culture, lived in public… finding the real desire lines through meandering … <br />
  53. 53. Woodside Leisure Centre<br />The Parade<br />The Horns<br />Library<br />Colosseum<br />Palace Theatre<br />Cassiobury Park<br />cultural venues extend beyond the city centre , and most thrive in spite of the road system constrictions …<br />Muse<br />Palace Cafe<br />Café Cha Cha<br />Market<br />The Pump House<br />Newton Price Centre<br />St Mary’s Church<br />Harlequin<br />Museum<br />
  54. 54. www.cornerstonestrategies.co.uk<br />the city’s threads are unplanned as well as planned, and the cultural zone extends organically.. . <br />
  55. 55. no international design exchange<br />
  56. 56. Blackpool Pride<br />
  57. 57. finding a common voice<br />
  58. 58. access, not buildings<br />
  59. 59. Mapping the Necklace<br />
  60. 60. pray, farm, fish, remember <br />
  61. 61. organising strategies: making do <br />
  62. 62. the largest room <br />in the world<br />
  63. 63. building the Temple <br />
  64. 64. bringing it to life<br />
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