Our client, a beverage producer, needed to re-organize its brands.
In/situm studied different brands and product categories in several
Caribbean countries.
We carried out design sessions, in-depth interviews and observation at points-of-sale to understand the product from the users’ perspective. We detected inconsistencies and badly positioned products.
Based on the findings, we redesigned the portfolio, the strategy, and the innovation opportunities by brand for the next three years.
Our client wanted to decipher what a Brand Experience meant and create a tool which would help its marketing teams evaluate their investment, the effectiveness and the solutions around BE for their brands.
We carried out in-depth interviews, shadowings, expert interviews and observations in order to understand the segment experiential needs and to obtain the elements and characteristics which make up the ideal brand experience. As a result we developed a tool/checklist to help them design new BE´s and evaluate the effectiveness of existing ones. The tool and findings are in the process of a department-wide implementation.
Our client, a large telecommunication company needed relevant information to develop a user-centered multimedia portal.The goal was to evaluate the Beon powered by Rhapsody application through its identity, concept and application in order to provide the company with information that would help the development of a more appropriate, efficient and useful multimedia portal based on the needs and characteristics of the users.
In/situm did an eight-week research in Mexico City, finding out the needs and types of portal users, applying different techniques and methodologies. We identified two types of profiles, alternative and trendy, as well as their needs, barriers and motivations for use. We also identified and created the criteria to define a good name. Based on the information obtained, the company will start a new way of structuring its work team to design their multimedia portal, which will include internal and external area for its planning, design and implementation.
The biggest hospital association in the US wanted to carry out a project for identifying, documenting and visualizing the process in their best practices within hospital settings. They came to in/situm looking for help on doing this.
In/situm designed a training program intended to transfer skills for researching, documenting and communicating best practices by using ethnographic research methods. The course was 20% theory and 80% practice and was given during three weeks in different settings.
The task force is currently applying this knowledge nationwide in their +15,000 associate hospitals.
A leading prescription medicine for cholesterol management was in search of a way to increase adherence to therapy and detected that communication materials were an area of opportunity for doing so.
In/situm conducted in-depth interviews and evaluation sessions with patients in order to understand their current experience and their current information needs. Using this as input, we redesigned and prototyped several leaflet / instructions mockups and performed usability studies (with experts and patients) in order to reach the ideal solution.
To see the paper “The Sound of Ethnography: Disseminating Ethnographic Research Inside Organizations” by Luis Arnal and Roberto Holguín presented last October at the 3rd annual Ethnographic Praxis in Industry Conference in Colorado, download here (PDF format)
