PEOPLE CENTRED
RESEARCH
CIID IDP14 & TIGER
Simon Herzog
Hsiang-Lin Yang
Paula Te
COPENHAGEN
INSTITUTE OF
INTERACTION
DESIGN

Trust!
Through !
Transparency

Introduction
Team!
North Star / Domain

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Team
Paula Te
Simon Herzog
Hsiang-Lin Yang

CIID | TIGER | PEOPLE CENTRED-RESEARCH | North Star / Domain
•
•
How can we create a more meaningful experience at Tiger?!
Do people’s perceptions match Tiger’s mission and values?

Research
Persona!
Graph!
Places!
In-depth Interviews!
Epiphanies

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Persona
26 observations
3
groups
of girls
4
parents
with kids
3
couples
9
individual
women
3
individual
men
4
elderly

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Graph
time in store
Long
elderly
couples
groups of girls
parents & kids
Random
Specific
purpose in store
purpose in store
women
men
Short
time in store

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Places
•
The size of store does not correlate linearly to time spent !
•
•
Employees at the Strøget store were more enthusiastic
and connected to the mission!
“It’s a labyrinth, but unlike other stores you can see
over the aisles so you know where you’re going.”!
•
“The music makes people happy.”!
•
“It’s disorganized, but that’s the fun part.”!
•
“I like how bright the stores are.”!
•
“I’m a creative person and I think the store is good for
creativity.”
•
“I find stuff I didn’t even know I needed.”

CIID | TIGER | PEOPLE CENTRED-RESEARCH | In-depth interviews
•
•
•
•
•
•
Background!
Flower!
Meaning!
Objects!
Shopping habits!
Tiger

CIID | TIGER | PEOPLE CENTRED-RESEARCH | In-depth interviews
“Education is my way of life; it’s how I constantly evolve.”!
“Most of the things I do are for pleasure; I’ve never been a very goaldriven person.”!
“When I was a little girl I remember dancing on top of my mother’s feet.”!
Celeste, mid-30s, background in art and design. Mother of a 1.5-year-old daughter.!
Interested in education, movement, and nature.

CIID | TIGER | PEOPLE CENTRED-RESEARCH | In-depth interviews
“You spend a third of your life in your job, so you have to make sure
you enjoy it.”!
“Life flies by faster when you stay in your comfort zone.”!
“I always have at least one plane ticket and one concert ticket in my
inbox.”!
Lars, an information technologist in his early 30s at Novo Nordisk.!
Interested in travel, being active, and socializing.

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Epiphanies
• People remember factors such as smells, music, and
friendly staff over the wares at their favorite stores.!
• Danish bluntness!
• The right to interview.

Analysis
Opportunity!
Design Challenge

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Opportunity
Transparency
“I’d make damn sure everyone knows which products are
sustainable and that Tiger has a good story to tell.”!
!
Insight: People feel uncomfortable not knowing the sources and
ethics behind the products. Stepping into the store, some feel guilty,
questioning “is it okay for me to buy this stuff?”!
!
Opportunity: Increase transparency of sources and practices.

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Opportunity
Mission vs. perception!
“The mission of the company is mainly to sell things and make
money.”!
!
Insight: There is a disconnect between Tiger’s mission and its
public perception.!
!
! Mission:!
! Meaning!
! Honesty!
! Simplicity!
! Delight / surprise!
! Security / comfort!
! Activating people
Perception:!
Cheap (12)!
Fun (10)!
Comfortable (6)!
Convenient (5)!
Varied (5)!
Surprising (5)
Bad quality (2)!
Creative (1)
!
Opportunity: Communicate the mission more clearly to employees
and customers.

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Opportunity
Facilitating connections
“I really enjoy meeting new people, but people in Denmark don’t
normally socialize outside of their work.” !
“My favorite store has a really nice atmosphere because the people
working there always interacts with you and makes you feel
welcome.”!
“My fondest memory in NYC was meeting a group of guys speaking
Danish on the street who would eventually become my best
friends.”!
!
Insight: Interactions, not objects, create meaning for people.!
!
Opportunity: Facilitate more interactions by activating people and
getting them out of their comfort zone.

Design Challenge

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Design challenge
GOAL
Facilitating trust between humans and the environment!
CONSTRAINTS
… through creating transparent interactions.!
… through multi-sensory experiences.!
… through movement.!
… through surprise.

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Process
4
design
challenges
2 scenarios
4 categories
110 ideas
10 categories
12 scenarios

Brainstorming

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Brainstorming examples: Secret Santa
Secret Santa!

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Brainstorming examples: Sound Tagging
Sound Tagging!

Transparency Box

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Transparency Box
Transparency Box
CONCEPT!
Five boxes with peepholes show some of the many people behind Tiger and humanize the brand. !
!
VALUE PROPOSITION!
The boxes tell the story of the people behind Tiger and add a degree of transparency. Viewers
gain more trust in the brand and become more mindful of the human aspect of the products they
are buying.

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Transparency Box Co-Creation

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Transparency Box Co-Creation
• Amusement about the boxes, particularly the mirror (5)!
• Visibility of boxes needs improvement (4)!
• Indifference towards the message (7)
• Increased awareness of the brand story (3)

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Transparency Box Co-Creation
Transparency Box….mp4

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Next Steps
• Test different window shapes!
• Be more minimal!
• Test outside the shop!
• Simulate video inside the boxes!

Made By…

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Made By…
Made By…
CONCEPT!
Your product is hand-signed by one of the workers who contributed to making it.
Scan it to see him and to learn more. Upload a photo to share with the worker!!
!
VALUE PROPOSITION!
• Mass-produced products gain a personal touch.!
• Customers feel a connection to the people involved in making their products
and become more mindful of the manufacturing process. !
• The worker feels less alienated from his labor. !
• Transparency and trust increase on both sides.

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Made By… Co-Creation

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Made By… Co-Creation

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Made By… Co-Creation

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Made By… Co-Creation
Made By….mp4

Learning

CIID | TIGER | PEOPLE CENTRED-RESEARCH | Learnings
• Categorization, criteria, and voting are very effective techniques for analyzing
brainstorming output.!
!
• Allowing people to create and draw what they want to see works better than
confronting them with options and asking them what they would change.!
!
• It’s easier to approach strangers after they have just seen something unusual.!
!
• It’s very difficult for an object to get any attention in a store.

Thank!
You
Special Thanks
Martino Bilello!
Anders Erlendsson!
Catherine Descure!
Pavla Baxová!
Peter Otto Kuhberg!
Liselotte Lagerstedt!
Caroline Arvidsson!
Amalia Goutaki!
Moises Bottberger!
Chiayu Hsu!
Rachel Miller!
Lars Lauridsen!
Celeste Arnold!
Simona Maschi!
John Lynch!
Christine Truc Modica!
TIGER family

THANK YOU
COPENHAGEN
INSTITUTE OF
INTERACTION
DESIGN