Accelerate Experience Design with Design-driven innovation and Human-centred design approach Accelerate Experience Design | Page 39

EMPATHY EXERCISE “BE YOUR CUSTOMER” #TEXTILE

Another key question to Craftventure project is “whether language barrier would affect
the Craftventure experience?” As most of the artisans we visited in Lombardia region
only speak in Italian or Spanish, oral communication will be a challenge for young visitors
who might not understand those languages. In order to investigate how this symptom
affect the overall service experience, we initiated another empathy exercise with our
textile partner, L’Hub in Milano.
L’Hub is founded by Barbara Zucchi Frua and Zucchi Group is one the most important
leaders in Italian and European textile segment. She started L’Hub to offer a pleasant and
inspiring environment for everyone to find a way of being together and doing fun activities with textile. L’Hub provides materials, tools and know-how to create artifacts of design. It’s one of the ideal workshop concept that Craftventure would like to collaborate
so we worked with Barbara to proceed with action research in one of L’Hub’s regular
textile workshop.
The workshop occurred in L’Hub’s lab shop where you can see all sorts of textile artifacts created by artists and customers, materials, dyeing toolkits and printing blocks are
displayed elegantly in and around as part of the decoration. The teacher Elizabeta speaks
only Italian and there are 4 - 5 Italian girls with only me as a foreigner. The form of action
research will be me “be the customer” participating in workshop activity and observing
at the same time while my other project member being another observer to take video
and photos.

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