HER music, her way 2010 Nov -2010 Dec
A proposal of expending female listening device market based on design research findings
Done by YiLing Hsieh yilingdesign@gmail.com
What female want for their
music experience?
step
1
Get a general understanding Tool: Questionnaire
WHERE
WHY
80%
97%
Use headphones in public spaces
WHAT
Use headphones for privacy,
includes listening to audio content and indicate privacy
70% Care about comfort,
the second consideration is function, the third is portability
step
2
Analyzing user behavior
Enter the store, ďŹ nd the headphones section
Try on headphones
?
Is it easy to ďŹ nd the section
Can the users experience the features they care about
Tool: Task Analysis Connecting the purchase with personal device
Where do they use it
How do users hold personal device and headphone
?
?
?
Additional value
?
?
Where do they store it at home
How do they store it
Using it
Purchase
Storing it during use
Storing it after use
?
step
3
Defining stakeholders
MANUFACTURE USER Designer/Engineer Interest: Impact: Importance: Influence:
Female
Interest: Impact: Importance: Influence:
Tool: Stakeholder Analysis STAKEHOLDERS Evaluation scale High Medium Low
DISTRIBUTOR
EXPERT
Interest: Impact: Importance: Influence:
Interest: Impact: Importance: Influence:
Sales person/Manager
Ergonomist/Psychologist
MANUFACTURER
USER EXPERT
Participation Strategy Timeline
DISTRIBUTOR
DISTRIBUTOR MANUFACTURER
UNDERSTAND/PLAN
PROTOTYPE
EXPERT USER TEST
EVALUATE/CYCLE
MARKET
step
4
Getting insights
“Most buyers are male.” - Distributor
“General users cannot tell the difference between expensive professional headphones by ear, which means that they don’t require very high quality sounds.” - Experts/Manufacture
Tool: Interview
“I use it to create my own space.” “I don’t wear it outside because it’s not safe.” - User
step
5
Boutique store
Observing user behavior
Supermarket
- Dierent shopping habits?
Tool: Observation
Hardware store
Same stores, same missions, dierent genders
Hardware store
Supermarket Female route Male route Mission Check out
Check out
Boutique store
Check out
Female route Male route No Mission in this store Did not go in
step
6
DeďŹ ning target user Tool: Persona
Patricia
Lauren
. Female . 26 years . Assistant project manager . Shops at GAP and ALDO . Cares more about practicality than fashion trends . Watches business, news, travel and food shows . Enjoys window shopping
. Female . 24 years . Graduate student . Shops at Urban Outfitters and American Apparel . Watches travel, music and talk shows . Cares about function and price . Likes to explore the whole store while shopping
step
7
Conclusion
CONDITION STATEMENT Current headphones in the market do not consider female needs. If these considerations were all met, females would value the product more and the market would expand.
Tool: Condition Statement /
Possible Design Directions
Shopping Habits
Comfort & Aesthetics
Safety &
Communication
Make the shopping experience more appealing so that female will be tempted to spontaneously walk into a store and try the products Position headphones as a collectible item by equipping them with unique features
A more comfortable way to listen to music, and the design acts as a beautiful body accessory
Address the safety concerns of being vulnerable in open surroundings through form and function Give strong visual cues that the user is averse to communication when using the product