Success Story 2
The problem: experiencing tomorrow’s assortment solutions in the here and now
A DIY store aspired to a consumer-friendlier internal structure for its varied range of own brands in diverse product categories: the intention was to make different quality and price levels far more apparent for the customer in future.
To this end, several scenarios for innovative assortment and shelf design were drawn up for subsequent evaluation in an end-user survey. The assignment was somewhat tricky due to the fact that the scenarios were to undergo quantitative testing, thus ruling out a real-life setting: it would have required a drastic conversion of the entire store and a longer field period due to the high sample size— and this during business hours!
However, the evaluation of products, services and situations is essentially based on individual and realistic experiences. A dilemma!
The solution: simulating tomorrow in the here and now—a 360° VR tour through the entire store
Using a 360° spherical camera, we created an unbroken reproduction of the DIY store’s sales area and transferred it to a virtual environment.
The various scenarios were adapted with the help of digital image processing and made available to the study participants in an online tool. This enabled them to navigate through the store—while sitting comfortably in front of their own computer—and take up different positions in front of the shelf, almost as if actually there!
Success Story 3
The problem: a ‘wicked problem’
A client consulted us—ostensibly about a usability issue: the idea was to make the registration process for his online dating site user-friendlier; prototypes had already been developed, and so classic, summative usability testing seemed the tool of choice.
However, things changed during ‘kick-off’. It transpired that the client was heavily focused on the technical optimisation of the portal—while largely ignoring the needs of his target groups. The crux of the matter was the need to address as many different user groups as possible, and on top of it all, two of these manifested entirely disparate mindsets and need structures:
- The Casanova type stands out by virtue of their self-confidence and curiosity. They see dating sites in terms of a non-binding and playful pastime.
- At the other end of the spectrum is the Lonely Heart type: unsure, lonely. For them, dating sites are all about desire and hope.
What was ostensibly a usability issue turned out be a complex psychological challenge, the solution to which defied clear definition—a so-called ‘wicked problem’.