Conifer Research

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Description

In many organizations, design considerations arise downstream in the development process, when innovation teams are focused on turning an idea into reality or making it “pretty.” At this stage, design research is often narrowly framed to obtain specific design feedback and user preferences. Many treat it purely as a means to an end. By only focusing on the design solution, and not on the user context — how the solution fits into people’s lives — the data collected often has a short shelf life; it is too specific and too limited to repurpose.

Differing client and customer perspectives can lead to very different expectations for design research. While the client’s departments each focus narrowly on a specific part of the customer experience, customers view the experience broadly, as a continuous whole. The result of such differing viewpoints is that clients may be blindsided by customer frustrations. For example, in a shopping study, we found one customer frustrated that she was unable to return a product she purchased at Target.com to the local Target store.

Our client in the convenience retail industry was interested in understanding its customers’ overall shopping experience as well as adding depth and dimension to its current customer segmentation model. The client sought to design more desirable convenience stores. Sponsored by its Brand Strategy and Innovation group, the core research team engaged other groups within the organization who could benefit from this foundational research.

In our long-term relationship with our client in the restaurant industry, we have conducted multiple tests on prototypes of new restaurant designs. Most of the research projects share a commonality because they all are in actual or simulated restaurant environments. Although each individual research project has very specific objectives, the prototypes focus on common elements in the restaurant environment, such as menu boards, cash register, front counter space, drive-thru windows, and dining spaces.

Our client in the home care industry was interested in creating a user knowledge database as part of a broad-based initiative to re-invigorate their design research capabilities. The resulting collective knowledge base will serve as a resource for future innovation initiatives. The effort is part of the company’s implementation of a new design process, user-centered design. The first seven projects in this new process were ranged from home storage and cleaning to air freshening.

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