by YUEBAI LIU & JUNNI OGBORNE
There’s a kind of building found across China that combines a Western-style “body” with a rather incongruous Chinese-style glazed tile roof plonked on top. This style of architecture had its heyday in the frenzy of the Great Leap Forward, when Chairman Mao ordered architects and engineers to design and construct ten gigantic buildings in Beijing in the space of just ten months.
In indigenous Chinese architectural designs, tiled rooves are structurally integrated into the rest of the building through posts and beams. In these 1950s designs, the “Chinese hat” (dawuding, lit. “big roof”) is reduced to a decorative afterthought to give some vague Chinese character to the imported design. Architect Liang Sicheng criticized the mismatched structures as “wearing a Western suit with a Chinese hat.”
Multinationals’ efforts to conquer the Chinese market often remind us of this “Chinese hat” analogy. Many times over the years living and working in China, we have seen marketers,...
by SARA BELT and PETER GILKS, Spotify
Sara Belt and Peter Gilks respectively lead the Creator and Free Revenue Product Insights teams at Spotify. In this article, Sara will explore the practice of User Research at Spotify, and Peter will lay out how Data Science and User Research work together to drive product decisions.
Part 1. User research at Spotify
Sara Belt, Head of Creator Product Insights
When I say I work in user research at Spotify, folks' minds tend to travel in two directions: they figure I research either the kinds of music people listen to or the music itself: melodies, harmonies, rhythms, and how they impact people. Because, you know, what else is there to research with the world’s biggest music player?
Over the past few years, Spotify has grown to be much more than that, and the research scope has grown with it. My team, for example, is focused on artists and the music industry ecosystem—how Spotify can help artists grow an audience, express their creativity, and thrive. We research fandom and how it...
by ADAM WILLIAMS and MOLLY STEVENS, Uber
Driver-partners in the queue for ride requests at SeaTac are interviewed by members of Uber’s brand experience and design teams as part of an ethnographic field survey, November 2017. Photo by Adam Williams.
Uber is a technology company rooted in the physical and social geographies of mobility systems. Of course, millions of people around the world have discovered that Uber’s product is much more than a mobile app—it is also a world experience. For example:
getting picked up at the airport moments after emerging from a terminal in a foreign country
driving around a city, picking up people you’re meeting for the first time
trying food from a new restaurant that you discovered through Uber Eats
Space, place, and landscape are central to the physical experience of sharing a ride from pickup location to destination. For example, consider how a shared ride across town also constitutes a social space. For many people, this is a space for conversations that broaden our connections...
by CAMILLO DE VIVANCO and GAYATRI SHETTY, ReD Associates
Through years of research and work for the healthcare industry, we’ve come to experience the power of the auxiliary actors. The industry often overemphasizes the classic dyad of patient and primary health care provider, missing actors on the periphery who have frequent touch points with patients and frequently play a larger role in delivering care to patients than the actual healthcare professionals.
Take, for example, Benjamin, a health technician we observed for a full day in Paris. Benjamin spends his days driving from home to home, delivering in-home medical equipment to patients, as well as checking in on those who have notified his company of problems with the equipment they have been given. On average, Benjamin visits anywhere between 5 and 15 patients in a day, depending on the tasks he is assigned.
Benjamin, like many technicians we observed in our ethnographic fieldwork, consistently moves beyond his remit – spending significant amounts of time training...