By developing insights on user behaviour, we create a strong foundation for the design process. With foothold in ethnographic studies, we explore people’s experiences and perceptions of places and identify common features in the way in which we prioritise, feel and act in urban settings.
· Provide nuance on users groups, organisations and urban societies.
· Create insight into sentiments and experience of users through interviews.
· Create insight into motivations and challenges that guide human behaviour.
Insights are used to inform the development of robust and people-oriented design visions.