“Of course it is important, but we don’t have the time” our client told us about designers meeting real customers.
“Yes you do” we said; “give us half a day and they will meet your customers — even hang out in your cars with them”.
Research and Outputs:
Recruiting representative customers who were also good at engaging with cars and design, and at communicating. Then arranging several lightly facilitated sessions including: ‘face-to-face pre-conceptions download’, ‘in-car intelligibility, wins and pain-points’, and ‘co-create interior colour and trim’. With some hand-holding, and recording to capture the biggest take-aways, we delivered exactly what the client thought they could never do; getting their design team to walk in their customers’ shoes.