Join getAbstract to access the summary!

Hidden in Plain Sight

Join getAbstract to access the summary!

Hidden in Plain Sight

How to Create Extraordinary Products for Tomorrow’s Customers

HarperBusiness,

15 min read
10 take-aways
Audio & text

What's inside?

To design products people really want, walk a mile in their shoes: the secrets of ethnographic research.


Editorial Rating

7

Qualities

  • Applicable

Recommendation

Design expert Jan Chipchase travels the world and lives among different kinds of people to acquire a rich understanding of what makes them tick. His journey takes you through streets, cafés, barbershops and bus terminals from Kyoto to Kabul and from Shanghai to San Francisco to observe inhabitants’ everyday behaviors. He explains that this research is crucial to the creative process of designing products and services that people will use today, and that it is the only way to anticipate what they’ll need tomorrow. While Chipchase’s philosophy, stories and anecdotes are informative and amusing, and will add greatly to the layperson’s understanding, those seeking a field research model to emulate still will need to refer to the professional literature. getAbstract believes general readers, product designers and strategists will appreciate Chipchase’s conversational writing style and his insightful trip around the world.

Summary

“Hidden in Plain Sight”

Designers set out to create solutions to problems in transportation, communication, transactions, education and other areas. However, your success as a designer depends on understanding the habits, constraints and lifestyles of the people for whom you are designing. Most companies conduct international design research by sending team members to a city, housing them in a downtown hotel, and giving them a day or two to explore and conduct interviews. The better alternative is to observe ordinary human behavior and daily routines to discover information that is hidden in plain sight. Those discoveries enable you to create designs that fulfill today’s unmet needs and to ascertain what products people will want tomorrow.

To gain a layered, nuanced understanding of a people and their culture, immerse yourself in the life of a community. Find a neighborhood with business and residential areas. House your team with a host family or in a rental property. Hire local college students as guides, assistants and translators. Ride bicycles to experience the ebb and flow of the city. Learn where people hang out and engage in conversation, like at barbershops...

About the Authors

Jan Chipchase is the executive creative director of Global Insights at Frog Design. Fortune magazine named him “one of the 50 smartest people in tech.” Simon Steinhardt is an author and the associate creative director at JESS3.


Comment on this summary

More on this topic

Learners who read this summary also read