Philips Consumer Lifestyle | Uncovering rich insights to determine user information needs
Challenge
Philips had developed an innovative, yet expensive, skin care device for use in the home. A challenge to user acceptance was related to satisfying their information needs. Understanding the desired types of information, and how to convey this information in an effective manner, were deemed necessary.
Approach
To help uncover deep user motivations and convey this information to the design team, a research approach called “contextmapping” was utilized. This technique focuses on the context of product use as a means for helping to express tacit and latent knowledge. One of the first steps is to develop sensitizing kits for study participants, which help prepare them for group sessions by triggering and encouraging thought about their personal context. Generative group sessions follow the sensitizing exercise, during which the participants create artifacts as discussion tools.
The sessions produce a wealth of data for analysis. The recorded sessions are transcribed and coded for themes from which relationships and conclusions are drawn. It is then necessary to make this data a useful resource for the design team so they can draw inspiration, gain empathy and evaluate decisions. Information is conveyed through infographics, personas, card sets and other tools.
Outcome
The research uncovered that the target audience was more complex than initially anticipated by the client. A major insight was that potential users fall into two categories: those who are motivated by internal factors (they want to “feel good”) and those who have external motivations (they want to “look good”).
The concept of “trusting” information sources was also identified as being very important to users, as they don’t believe much of the information that is broadcast to them. In contrast to the client’s intention of one-way/top-down information, it was determined that Philips should promote the flow of information within the community, while also providing general healthy lifestyle assistance unrelated to product use. This approach would help lower the barriers of suspicion. The product could then become viewed as part of a toolkit for a healthier lifestyle.
