Playography

Overview:

Playography is a new methodology I created combining immersive techniques of ethnography, generative techniques of brainstorming, and the customer feedback of concept testing into one quickly implemented research and creative effort.

Goal:

The goal of this project was to conduct exploratory research to identify new ways to add value and bring technology into the kitchen and create design opportunities for a new line of small kitchen appliances. Given a tight timeline and budget, a new methodology was necessary to meet the project objectives and the overall goal. 

Playography Research:

This project entailed two-hour onsite visits in customer kitchens. Each visit involved a team of product designers and researchers conducting a micro-exploratory research effort and instant analysis of the kitchen during the first portion of the visit. The second portion of the visit involved a brainstorming session with the customer to identify and spur discussion about new ideas and opportunities. Within the context of the kitchen and based on the interaction with the customer, these sessions allowed the design team to quickly develop new opportunities. Furthermore, this methodology allowed for on-the-spot customer feedback and the ability to refine ideas while collaborating with the customer.

While this methodology was structured and planned to allow for the rapid analytical component, it was also iterative and evolving in nature. The evolving nature allowed for researchers and designers to incorporate the learnings from previous visits to further develop key ideas in later visits. In total, the team conducted 10 onsite visits generating hundreds of new viable opportunities. 

Results:

This methodology greatly condensed the development processes allowing the design team to develop a huge collection of new opportunities for small appliances ready for the next stage of refinement. In addition, the design team acquired an in depth understanding of the customer and the context for which they were designing. Along with the creative output generated, the research collected during the visits allowed the team to make informed decisions on which opportunities to pursue and how to prioritize the development efforts. 

As an added benefit, this methodology proved very successful at engaging both the design team and the customer in the research process. The design team was fully involved and present to ensure they obtained the information necessary for them to design a new line of appliances. At the same time, the customer felt empowered by being included in the creative process which in turn elicited information that would not have been obtained through a typical site visit.