Hubbub + Loughborough University
User Interviews, Focus Groups, Autoethnography, Affinity Mapping,
2 Weeks worth of work
Conducted during UK C-19 Tier 3
Green is the New Black - Inspire young people (18-25) living in a city of your choice, to explore and spend time in their local green spaces and engage with the nature on their doorstep in their everyday lives.
Secondary literature research was first conducted in order to identify possible interests and focuses for a specific hunt statement inside of the initial brief area.View Full Text
Tools such as 5W's 1 H and KWHLAQ were used to scope out the findings of secondary research and help craft a hunt statement.
“To explore interactions with local nature by recent university graduates during business days when working from home in London, in order to identify opportunities to aid personal productivity”
An initial focus group was setup as an exploratory research method that would aid production of a user interview guide.
Exploration of local natural spaces was conducted at a variety of locations as well as a variety of times.
POEMS sheets were used to record findings during autoethnography trips in order to clearly break down who was there, what activities were they carrying out and how the spaces messages and services changed depending on the time.
Before conducting primary user research, participants were sampled used a google forms sampling survey. This enabled the end participants to be highly aligned with the hunt statement focus.
Seven semi-structured interviews were conducted and lasted around 90 minutes per interview. Each was recorded and transcribed using a mixture of AI transcription and human reannotation.View Interview Guide
In order to create rich in-depth interviews, they contained several reflection techniques such as card sorting and conceptual drawing challenges. These were then used as dynamic probes within the interview.
"There are benefits, but not tangible enough to convince me most of the time"
Full interview transcripts were created via AI transcription and human reannotation. These were then synthesized using thematic analysis.View Example
Findings from each user interview were then paired with key user information and quotes and arranged into easily referable participant boards. The boards allowed the affinity mapping of the user findings to be more contextually aware.