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yet have to provide information on how to solve a problem or invent an innovative method that creates an offering. It is important to always remember that the user experience of the customer of the final product will create more stories that add value to the original idea. When a designer is appointed to start the user research and service design for the first phase of the concept design, most designers focus on ideation with methods such as the lotus problem that is used to create and develop ideas (Curedale 2012). Brainstorming or scamper. It is well and good if the service design methods help to engage the user in developing a product
2.5.1 INTRODUCING THE PERSONAS IN THE GAME
Personas describe the main characters in the brand in this document as well as the invention of the stories of the user. Each imaginary story is validated with research and /or ethnography. As a service design tools is ideal to create compressed information of an ideal user.
or service and generate as many ideas as possible. In this study the method Idea cards seeks to give shape to a story that contains the elements of brand storytelling to help define the attributes that the service shall focus on.
PERSONA #1: EMMA BERGLÅM, SWEDISH 21 A student from the north. It’s the first time she has left her hometown. She has a younger sister and an older brother. She is majoring in chemistry. She lives on campus in the student residence, sharing her room with a roommate who is studying economics. She has her own computer, a smart phone and a tablet and uses text messaging, Facebook, Twitter, Instagram and email to communicate with friends, classmates, family and university activity organizers. She goes to social events on the university campus and shares her experiences through social media. She is part of Generation Z, a group that comprises a mix of ethnicities and which is often described as upbeat and passionate. She is mature and learns really fast! Technology is not an addition to her life, but a critical part of it. //Generation Z, Mix of ethnicities, Smart technology, Socially active.
P E R S O N A # 2 : A N D R E A S H E L L M E R S , 3 2 & S AT U SUOMALAINEN, 24 This couple is a mix of two nationalities. Andreas is Danish and Satu is a Finnish-Swedish Figure # 09: Cards personas, Eliana M. Henao
Perform a clear research on the users and the context in the specific order as presented above in the text. Clarify the concept and the brief of the client by splitting them into small pieces that are more approachable. By starting with defining the possible user of the service or product, there is the possibility to start setting a tone of voice for the project which shall be in accordance with the brand communication objective.
IDBM
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Aalto university
speaker. Andreas is doing a post doctorate in Biomedicine and has been living in Sweden for six years,nthe last two in Uppsala. Andreas’ wife Satu is a graphic designer who has decided to take a break from her work to stay at home with their first child, Sophie. She continues to take a couple of open courses at the university. Living on a university campus represents a high quality lifestyle. Nevertheless, as a tech-savvy young person, she values the Internet connectivity, transportation facilities and the schools and childcare options provided by the city. // Tech-savvy young person, internet connected, intrepid, young adults
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