The impact of self-tracking on empathic design and market research - Sarah Lewington and Michelle HughesPresentation Transcript
Michelle Hughes & Sarah Lewington The Impact of Self-Tracking on Empathic Design and Consumer Research @michelleblast [email_address] @sarahlewington [email_address] BA (Hons) Fashion, Communication and Promotion
Consumer Research & Behaviour
Consumer Research & Behaviour The Flaw Context Memory Unconscious mind
Context Imagine you are in a shop So, show me the money
Context Continually redefining normality – Beau Lotto What came before?
Memory Jean Piaget
Self-Tracking Can self-tracking change consumer behaviour ? Your Evidence How can self-tracking help consumer behaviour research? Technical capabilities?
Self-tracking Professor Theresa Marteau “ altering people’s environments to prompt healthier behaviour, without using bans or economic incentives to achieve changes” Theresa pointed to an absence of evidence and evidence of little or no effect to support nudging as a strategy to improve population health and reduce health inequalities.
Over to Sarah Empathic Design
SUSTAINABILITY One student asked me what I definitely do not want to see designed. My answer was something that just becomes landfill and had been made in an unsustainable way. Alannah Warner, Unilever
EMPATHIC DESIGN DESIGN + EMPATHY = INTUITIVE DESIGN OUTCOMES Empathy within the designing process. The principle of developing a deeper understanding of users’ needs as a critical foundation for the development of products, services and environments. While traditional scientific research calls for objectivity and distance between research participants and researchers, empathic strategies rely upon more collaborative and interpretative approaches. Employing empathic research strategies, designers will gain insight and shared understanding with users that enable them to create more intuitive, sustainable and successful product outcomes. Deana McDonagh and Joyce Thomas The Design Journal: Volume 14, Issue 2
EMPATHIC DESIGN THE LIMITS OF EMPATHY: UTOPIANISM, ABSORPTION &THEATRICALITY IN DESIGN Matthew Holt The Design Journal: Volume 14, Issue 2 … Rather, it involves identifying with the user, and this identification does not occur solely on the level of representation but at the affective, emotional level : the designer absorbs and is absorbed by the user’s own situation, self-understanding , and the user’s own expert knowledge ….
SUSTAINABILITY Designers can work with the user in order to create stories and narratives that are borne out of the user’s own data, that of self-tracking. “ In order to promote sustainability, designers need to aim at enhancing long-term product relationships . By studying the user’s relationships with and attachments to products, designers have the opportunity to create deeper product satisfaction and thereby long-term product relationships.” Kirsi Niinimaki & Ilpo Koskinen The Design Journal: Volume 14, Issue 2
Questions for self-trackers
For Self-trackers is the design/emotional attachment to the tracking device itself important or is simply the functionality and the data it produces?
“ we now have evidence that aesthetically pleasing objects actually work better” (Norman, 2004).
Unilever want their device not to be simply functional but to create an emotional connection with the user. The key is how to enable the user to re-engage on an emotional level with the data their body is producing and that includes not only the visualisation of the data but a wrist-worn device that has an emotional connection to them.
Wrist-worn device embodies the self-improvement, knowledge and discovery
Case study IDEO: Lifeport for Organ Recovery Systems in America: Kidney transport Designers travelled to and from hospitals with handlers who had to accompany the organs because they were carried only in coolers full of ice. Key Research Observations: precious nature of cargo and resultant handling. Design: based on the fragility of an egg with its protective shell and delicate interior that requires careful handling. IDEO.com Design = Function
Empathy and sustainability often talked about in terms of the early stages of the supply chain – the factory worker, the materials used within the product. Not often talked about in relation to the consumer/user engagement with the object and the way in which brands create narratives around the object in order to produce effective marketing strategies and long-term relationships.
Can the Quantified Self really enable design to become more empathic by allowing designers to become the user and vice versa ?
What of the commercial value – can truly empathic design of objects ever be for the masses, or is it simply the data which has use on a wider scale?
@michelleblast [email_address] @sarahlewington [email_address] Breakout 6, Sunday 2.30pm: Come and see us to talk more!