Accelerate Experience Design with Design-driven innovation and Human-centred design approach Accelerate Experience Design | Page 46

enjoy it. She longs for a great escape from routine yet she doesn’t want escaping to be a

C H A P T E R 5 A N A LY S I S

permanent status.

Problems cannot be solved with the same mind
set that created them.
Albert Einstein
Observation is not only a direct way to obtain input, but also to verify our understanding
of the world. We tried to use observation methods from different angles, such as field
research, open-ended question-interviews, action research, to avoid as much as possible
the “invisible gorilla26” symptom which might deceive our perception.
After observation comes the analysis phase. This phase happens when we transform
understanding into insight based on the facts, observations and stories heard from users.
I choose to use both qualitative and quantitative methods to form a picture of SEEING
and those insights will help reframe the problem we set earlier.

PERSONA AND MOOD BOARD
The field research, action research and digital ethnography all help sculpt persona’s personality and they are getting more clear. To better envision their lives and characteristics,
creating persona and his/her mood board is a good way. Hence, four personas as Jessica,
Roberto, Maria and Sheldon were created to represent the role in individual future scenario. Each persona has his or her unique profile and life story yet they are all young
travelers living in metropolitan city as a given assumption. For example:

Jessica is a Asian white collar, living in Hongkong. She is a warm and inviting person. She
has seen a lot of different lifestyle (because of business trip) but she never has time to
26

Chabris, C. F., & Simons, D. J. (2011). The invisible gorilla: And other ways our intuitions deceive us. Random House LLC.

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Roberto as a spanish creative of architecture background who has a little bit interests
for everything. Talented yet he doesn’t have too much confidence. He is an explorer of
his own city and he makes friends easily. Interesting enough that he never leaves Barcelona.

Maria gets bored easily. Nevertheless, she still pays attention to details as she needs to
work on numbers as accountant. She gets attracted to new hobbies and soon wanders
off: language course, knitting lesson, cooking school, yoga class or even water color painting workshop. She usually goes for the first or second time and then she drops.

Sheldon is a geek according to his rare friends. He shows 100% passion for those mechanical gadgets and new technologies but 0% for social activities. He shows care in his
own way by giving you a weird-looking watch he assembled by himself.