Knowing how the design process works is different from actually being able to practice it (IDEO). The purpose of this assignment is to apply empathic design and contextual inquiry techniques discussed in class and in the readings. Choose a product or a product category (different from the one chosen for your team project) and find an observation venue that will tell you something interesting about people’s needs when using products in the selected category. If possible, pick a place where you can see mainstream needs, extreme needs, cultural attitudes, and/or analogous behavior. Use your judgment to choose any of the observation and contextual inquiry methods discussed in class and in the readings.
There is no formatting requirement for this assignment.
Recommended Structure:
- Make notes about who you observed, where you observed them, and how people used the products and interacted in the situation.
- Offer three interpretations of what you saw and heard. What did people think, feel, and desire while interacting with the product? Don’t stay at the observational level—peel back the layers. Go deep. You may take photos or shoot some video footage to document your discoveries.
- Based on your observations and interpretations, describe at least one novel unmet customer need in that product category.
Wine enthusiasts looking for a unique and memorable experience may find what they're looking for at a local winery that offers specialty wines, a warm and inviting ambiance, and small dishes like charcuterie. Using empathic design methods like contextual inquiry, master-apprentice relationship, and identifying unmet needs, we can gain insights into what guests value and how wineries can create a more immersive and engaging experience for their customers.
Product: Specialty Wine, Ambiance, and Small Dishes (Charcuterie)
Venue: Local Winery
Methods: Empathic Design: Contextual Inquiry, Master-Apprentice Relationship, and Unmet Needs
Notes:
I had the opportunity to visit a local winery last week that offered a variety of speciality wines, a warm and inviting ambiance, and small dishes like chacutterie. The winery was nestled in the heart of a picturesque valley surrounded by rolling hills, vineyards, and lush greenery. As I tasted the wines and nibbled on the small dishes, I observed the other guests and spoke with the sommelier to understand their needs and preferences.
Interpretation 1:
Guests desire a relaxing and comfortable environment. The ambiance of the winery was one of the most striking features. The warm lighting, cozy seating, and soft background music created an inviting and comfortable atmosphere. Guests seemed to appreciate the ability to unwind and relax while enjoying the wines and small dishes.
Interpretation 2:
Guests are interested in unique and high-quality wines. The winery offered a wide variety of speciality wines that were not commonly found in retail stores. Guests seemed to appreciate the opportunity to try something new and unique. Furthermore, the sommelier provided detailed information about the wines, including their history, flavor profile, and food pairing suggestions, which added to the overall experience.
Interpretation 3:
Guests value the quality and presentation of small dishes. The charcuterie offered by the winery was beautifully presented and paired well with the wines. Guests seemed to appreciate the attention to detail and the high-quality ingredients used in the small dishes.
Unmet Customer Need:
Guests are looking for a unique and memorable experience. While the winery offered an exceptional ambiance, unique wines, and high-quality small dishes, there is an opportunity to create a more immersive and engaging experience for guests. This could include hosting wine tasting events, offering tours of the vineyard, or providing educational materials about the wines and the winemaking process. By providing a more interactive experience, the winery could create a more memorable and lasting impression on its guests.