people centered research
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This document summarizes research conducted on customer experiences at Tiger stores. Interviews were conducted with 26 customers of different demographics. Key insights include: people remember friendly staff and store atmospheres like music more than products; there is a disconnect between Tiger's mission and customers' perceptions of the company; and customers want more transparency about product sources and ethics. Opportunities identified include increasing transparency of sourcing practices, better communicating Tiger's mission to create meaning, and facilitating more social interactions in stores. The design challenge is to facilitate trust between humans and the environment through transparent, multi-sensory, and movement-based experiences.
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people centered research
- 2. Introduction Team! North Star / Domain
- 3. CIID | TIGER | PEOPLE CENTRED-RESEARCH | Team Paula Te Simon Herzog Hsiang-Lin Yang
- 4. CIID | TIGER | PEOPLE CENTRED-RESEARCH | North Star / Domain • • How can we create a more meaningful experience at Tiger?! Do people’s perceptions match Tiger’s mission and values?
- 6. CIID | TIGER | PEOPLE CENTRED-RESEARCH | Persona 26 observations
- 7. 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
- 8. CIID | TIGER | PEOPLE CENTRED-RESEARCH | Graph time in store Long elderly couples groups of girls parents & kids Random Specific purpose in store purpose in store women men Short time in store
- 9. 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 a labyrinth, but unlike other stores you can see over the aisles so you know where you’re going.”! • “The music makes people happy.”! • “It’s disorganized, but that’s the fun part.”! • “I like how bright the stores are.”! • “I’m a creative person and I think the store is good for creativity.” • “I find stuff I didn’t even know I needed.”
- 10. CIID | TIGER | PEOPLE CENTRED-RESEARCH | In-depth interviews • • • • • • Background! Flower! Meaning! Objects! Shopping habits! Tiger
- 11. CIID | TIGER | PEOPLE CENTRED-RESEARCH | In-depth interviews C, mid-30s, background in art and design. Mother of a 1.5-year-old daughter.! Interested in education, movement, and nature.
- 12. 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 goaldriven person.”! “When I was a little girl I remember dancing on top of my mother’s feet.”! C, mid-30s, background in art and design. Mother of a 1.5-year-old daughter.! Interested in education, movement, and nature.
- 13. CIID | TIGER | PEOPLE CENTRED-RESEARCH | In-depth interviews L, an information technologist in his early 30s at Novo Nordisk.! Interested in travel, being active, and socializing.
- 14. 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.”! L, an information technologist in his early 30s at Novo Nordisk.! Interested in travel, being active, and socializing.
- 15. CIID | TIGER | PEOPLE CENTRED-RESEARCH | Epiphanies • People remember factors such as smells, music, and friendly staff over the wares at their favorite stores.! • Danish bluntness! • The right to interview.
- 17. CIID | TIGER | PEOPLE CENTRED-RESEARCH | Opportunity Transparency “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.
- 18. CIID | TIGER | PEOPLE CENTRED-RESEARCH | Opportunity Mission vs. perception! “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.! ! ! 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) ! Opportunity: Communicate the mission more clearly to employees and customers.
- 19. CIID | TIGER | PEOPLE CENTRED-RESEARCH | Opportunity Facilitating connections “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.
- 20. CIID | TIGER | PEOPLE CENTRED-RESEARCH | Design challenge GOAL Facilitating trust between humans and the environment! CONSTRAINTS … through creating transparent interactions.! … through multi-sensory experiences.! … through movement.
- 21. Thank! You