A new article by Stby is featured in the latest issue of dmi review: Innovative Thinking From Diverse Design Leaders. This issue is on the topic of learning from and gaining perspectives on designers of other cultures, ages, and genders.
Ed Louch and Qin Han write about Bringing Global Voices into Product Strategy through Design Documentaries. This is a method we use at Stby in many of our international design research and service design projects to capture the stories and experiences of people from all around the world.
How can design managers effectively incorporate global users’ perspectives into their design teams?
The article highlights the importance of design managers in global organisations incorporating the perspectives of users from diverse cultural backgrounds. It notes that teams based in Western countries often face challenges in this regard due to inherent cultural biases. These issues can be addressed by using tools such as design documentaries and collaborating with international design research agencies to enhance cultural understanding. By adopting these strategies, design teams can develop more inclusive and effective approaches that better reflect the needs and preferences of a global audience.
Cultural diversity in global user research
Globalisation has reshaped design practices, emphasising the need for cultural sensitivity in product and service development. Multicultural influences require companies to adapt their designs to fit diverse cultural contexts rather than using one-size-fits-all solutions. Design researchers use global and local insights to address this need, and here at Stby, we advocated for film as a tool to capture and convey culturally rich narratives. This approach helps designers create more inclusive and relatable products by understanding and reflecting cultural differences and similarities.
Design documentaries
The article outlines the design documentaries methodology – short films (up to three minutes) that use documentary techniques to showcase individual experiences and everyday life. Unlike traditional research, they aim to inspire and inform design by capturing context and emotions rather than just observing. These films, often created with participant collaboration, complement ethnographic research and are valuable for shaping design strategies. They can be used for idea generation, staff training, and exploring new business opportunities, offering enduring insights into human experiences and cultural diversity.
Two case studies
The article highlights two case studies of projects we did with two global technology companies, primarily based in US and Europe. For both cases, we conducted research to adapt their designs for non-Western markets. spanning across India, Indonesia, Japan, Brazil, the UK and US. Both projects aimed to understand local cultural differences to inform design strategies. Design documentaries played a key role in capturing these insights. The projects highlighted two levels of design management: managing stakeholder involvement across global offices on the client side, and overseeing the design research process on the vendor side, requiring close collaboration between both parties.
Five lessons we learned about global design research
Over the years, we’ve gained valuable insights into conducting global design research. In this article, we highlight five key lessons that we believe are most valuable for design managers working in global organisations.
- Systemic yet flexible methodology
- Share early and often
- Empower local voices
- Reach beyond project boundaries
- Sustained engagement with design documentaries
Follow this link to download a full copy of the full issue.
Follow this link for more information about deep dive ethnography
Follow this link for more information on global exploration
Follow this link for more information on design documentaries