1 / 15

The Science of Desire

The Science of Desire. Marla Olstedt & Emily Rothweiler. Article Information. Sirius vs. XM Satellite Radio Sirius called upon ZIBA Design, a Portland, OR firm to catch rival XM Studied how people listen to music, watch TV, and peruse Magazines

trevelian
Download Presentation

The Science of Desire

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. The Science of Desire Marla Olstedt & Emily Rothweiler

  2. Article Information • Sirius vs. XM Satellite Radio • Sirius called upon ZIBA Design, a Portland, OR firm to catch rival XM • Studied how people listen to music, watch TV, and peruse Magazines • Conclusion: Portable satellite radio player easy to use for later playback could be a killer app against XM

  3. Ethnography: • A species of anthropologist who can, among other things, identify what’s missing in people’s lives. • Cell phones • Home appliances • Furniture • Friendly Hotel Lobbies

  4. Popularity of Ethnography • Been around since 1930’s, popularity rose in 1960’s, currently “primetime” • Using Ethnography in retailing, manufacturing, and financial services • Companies using Ethnography • IDEO, A Design and Innovation Consulting Firm • Jump Associates, Creates New Businesses and Reinvents Existing ones • Doblin Group, Improving Innovation Consulting Firms • IBM • Steelcase, Furniture Maker

  5. Ethnography Facts Provides a richer understanding of consumers than does traditional research Similar to a cultural discovery job Ethnographers are becoming the front and center work force of companies

  6. Up Close & Personal • Hype of Ethnography • Too many entering field • Product Cycles measurement • Not always a product, rather a suggestion for what people want • Weeks or months not years • Speed of new ideas, importance of CRM • Increases importance of Ethnography

  7. Sparking Innovation • Refreshing a Product • Cracking Markets • Transforming a Culture

  8. Refreshing a Product • Revitalize an Existing Product of Service • IDEO Inc. Hired by Marriott to revamp the hotel experience for the Young, Tech-Savvy Road Warrior • 7 Consultants • Designer, Anthropologist, Writer and Architect • 6 Weeks, 12 Cities • Hotel Lobbies, Cafes and Bars

  9. What they learned: • Lobbies were dark • Best for killing time • Hotels • Best for large parties • No place to combined work and pleasure outside the rooms • Changes • Social Zones for: • Meetings • Solo Travelers • Self Check-in Kiosk • “Something new but not gimmicky.” – Jannini

  10. Cracking Markets • Entering a new market the “right” way • Can’t ask how to take over another's business • Must instead study to discover the full extent of the industry • Then determine the how and if to enter

  11. Example: General Electric • GE wanted in on the plastic-fiber business • Material for higher-value, higher-margin products • Fire-retardant jackets, bullet proof vest • It found that it was a collaborative effort from beginning to end • GE then changed how they made their other products

  12. Transforming a Culture • Delivering to a new culture • Devices to track meds for the baby boomers • Wireless transmissions for fishermen’s daily catch • $500 Community India PC for rural Indians • Define and develop products for local markets

  13. Current Information on Ethnography • More uses of Ethnography • For innovating products and solutions • Similar to refreshing a product • For innovating or improving process • Process for the Product

  14. Current Information on Ethnography • For settings • Improving practices of a certain Business/Company Office • More operationally centered • For activities • Understanding the role or function. • More centered on the employees

  15. Bibliography • http://uxmag.com/articles/ethnography-in-industry-objectives

More Related