設計研究流程

Design Research Process

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設計研究不只是了解市場和使用者,它更是幫助在有充分認知的狀況下做出有意義的決策。不管是為了策略性或戰略性的需求,我們的研究流程可以為您提供多種不同了解您商業挑戰的視角,提供更多選項幫助您更靈活的踏出下一步。我們不會滿足於『me-too』的結論,因為我們認為真正的創新是具有創造市場能力的解決方案。

Design Research is not just about understanding the market and your users, it's about helping you make informed and meaningful decisions for your strategic or tactical needs. Through our research process, we will be able to offer you multiple perspectives towards your business challenge, provide you with options to allow you to be more versatile with your next step forward. We won't be satisfied if it is just a me-too solution, we define innovation as solutions that are market-generating.

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設計研究流程 - 背景調查

Design Research Process - Background Research

產業背景調查看似理所當然的步驟,但這也是細節往往被忽略的地方。很多業主對於他們的產業瞭如指掌,但也因為如此的熟悉度而造成單一的看待產業角度。我們利用對於產業的陌生轉化為優勢,全面性、全方位的整理產業過去及現況,不只能夠幫助業主通盤了解產業脈動,更能從中了解“門外漢”如何得到產業資訊。

Background research seems to be a no-brainer, however this is where things are often missed. Many of our clients understand their industries inside-out, but it is also due to this fact that they often view their industries from a business only approach. We take advantage of our unfamiliarity with the subject matter and conduct all-rounded research. This not only helps our client see a overall picture of the current state of the market, but also understands how we, outsiders, will seek information regarding their line of business.

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設計研究流程 - 問卷調查

Design Research Process - Survey

我們跟您一樣討厭問卷調查,因為大部分的問卷提問的方式過於受限,無法反應受訪者的體驗,沒有實質意義。我們所設計的問卷目的在於能夠接納非常曠闊的回應範圍,並從中得到有意義的線索發現和趨勢觀察。我們透過問卷收集的資料不只能夠提供您量化的數據,更能夠從中截取質化的資訊,對於接下來的研究流程有非常關鍵的功能和意義。

We dislike survey just as much as you do, that's because most of the survey methods we encounter are meaningless and do not pin point to our needs. Typical survey questions are limiting and do not reflect interviewee's experience. Therefore our survey methods are designed to embrace a wide scope of responses and able to extract meaningful traits and trends from the data collected. Our survey will not only provide you with quantitative data, but more importantly, qualitative information that will play a critical role of contributing to the research process that follows.

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設計研究流程 - 人誌深度訪談

Design Research Process - Ethnographic Interview

當我們對於所需針對的使用族群建立了範圍,我們便可以開始透過他們的特質決定深度研究及訪談的對象。透過這個流程,我們可以對使用族群的生活模式小心的建構訪談問題,引導他們分享他們的內在需求及所面對的挑戰。我們可以從中了解他們能力及理想之間的距離,並幫助我們在接下來的提案階段提供切入點的選項。

Once we have developed a range of target user groups with identified traits, we can now narrow down to selected group of interviewees for in-depth research. We will develop a good understanding of their lifestyle situation and carefully craft questions that will lead them to share with us their needs and challenges. This will help us identify the gap between their current capabilities and their aspirations, and how we can approach the next phase of proposing solutions.

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設計研究流程 - 價值主張

Design Research Process - Value Proposition

在深度了解我們的受訪者後,我們利用多種分析工具將需求整理至不同的分類,同時也可以看到左右該使用族群的決策因素。價值主張代表著特點使用族群的集體需求及價值觀,提供接下來設計團隊會需要的設計規範及原則,創造出真正有意義及效果的解決方案。在策略上,業主也能夠從中得到未來的選項,不管是對市場的策略或商業模式的改變,都會有具體的方向。

After establishing in-dept understanding of our interviewees, we can then use various tools to categorize their needs and wants, as well as their aspirations that drives their decisions. Value Proposition includes a collective desire and value that represents a particular user group, as well as guidelines for the design team to act upon in crafting precised solutions that will be truly meaningful and significant. Strategically, client will also receive tangible options, whether in business strategy or changes in business model.