Students collected a lot of data through a preliminary desk research by analyzing brand positioning and communication,
user sentiment and feedbacks, competitors and industries trends.
Four main fields were selected in order to do a field research.
Many techniques were adopted such as: shadowing, role playing and interviews.
After a first round of research they developed some ideas, finding weaknesses and opportunities in each topic.
Some of them were still based on assumptions, so a second round of research were needed to validate those ideas.
They finally identified customer archetypes and their journey.
We guided them through the idea generation from the insights they get from the research. And the re-design of four services idea.
© 2021 Giovanni Roccabianca