Samsung: Digital services for modern lifestyles
Ethnographic & mixed methods research to identify key needs across a range of ermerging trends to drive strategic innovation initiatives.
Brief
Find out what people in the EU need to support healthy lifestyles & sustainable living.
Approach
Ethnographic research & diary studies in the UK + Germany. Ideation workshops with client stakeholders to generate 6 concepts & 20 secondary ideas.
Outcome
Delivery of research findings, personas & concept storyboards. A key concept for urban transport taken forward into 3 year strategy. Other concepts contributed to fitness apps for smart TV and other devices.
Ethnographic research
Diary studies & ethnographic research with consumers to understand how they plan & execute their healthy living & sustainability goals.
Outcome: Detailed scenarios, behaviours and process steps for a range of daily health related & sustainable living tasks. Including a photo library, illustrated storyboards & a behavioural model of how goals are set and monitored.
Underlying behavioural models
Applying behavioural models of motivation & action to the data and observations in order to better understand how technology can support each stage of the model.
Outcome: Behavioural models delivered for each lifestyle topic targeted within the project.
Ideation workshops
2 day workshops with client stakeholders to disect the data & work through an ideation process to define & visualise idea concepts that align with user motivations and behaviour, whilst fulfilling unmet needs. The process went through inspiration, ideation, & validation stages and included a range of creative 'game-storming' activities.
Outcome: A set of illustrated concepts, LEGO picture boards & movie scripts conveying the purpose & value of 26 key ideas.
Illustrated storyboards
A set of illustrated storyboards to bring the 6 top ideas to life. Each storyboard described the technology products & features + how these would impact the daily lives of target users. & help to solve uncovered pain-points.
Outcome: An urban transport concept was taken forward into Samsung's 3 year strategy. Other concepts contributed to fitness apps for smart TV and other devices. Client returned to conduct further projects. of a similar nature.
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