Word Bounce

February 2014

  • User-centered research

In collaboration with Francesca Desmarais and Yashodeep Gholap at CIID

We partnered with the Danish shop Tiger to explore the domain of happiness. After a few brainstorming sessions we narrowed our research focus to the intersection of two questions: How do people associate emotions with objects? and what makes a shopping experience fun?

During the first week, we conducted three interviews to gain insight into these questions. We learned how to develop a research protocol, ask questions that reveal motivations and needs, and document interviews. From our initial research, we learned that people value objects which they can connect to a personal story.

We synthesized our research insights into one design challenge: How might we associate a Tiger product with an amusing story through co-creation with the shopper?

During the second week, we conducted a series of brainstorming sessions and developed two concepts to meet this challenge. We then co-created with shoppers in Tiger stores to further research our design challenge and refine our concepts. We learned how to rapidly iterate our concepts and prototypes in the field and the importance of choosing prototyping tools that actively involve people.

Concept #1: Geocaching

Our first concept was to create an urban geocache to find Tiger products located throughout the city. This would establish Tiger as an enabler of playful adventure and allow people to explore and learn about the city. We placed clue cards on products in the stores and asked people to draw on a map where they would be willing to go to look for the geocached products. We learned that the cards were easily lost amongst the sea of colorful Tiger products and that people would be interested in playing a city-wide treasure hunt game.

Concept #2: Word Bounce

Our second concept was to allow people to choose a Tiger product and then jump to create a personalized and funny story about the product. This would give shoppers an opportunity for movement and playful creation, and give a positive association to Tiger products.

We built a jump mat and storyboard and asked shoppers to give us their feedback. We learned that our prototype was too developed for constructive co-creating. This prompted us to simplify our concept and only use the storyboard to explore how people would like to generate a story about a Tiger product.

We learned that jumping is actually an effective and fun method, that people would like to choose their own Tiger products, and that other shoppers enjoyed reading the finished stories. Our refined concept is illustrated in the animation video.