Embedded Files
ISTANBUL, 2020
Project Overview
Project Overview
Duration: 2 months
Client: Arçelik
Company: Uservision
My Role: Lead Experience Researcher
EXAMINING THE IMMORTALITY OF A MACHINE
Arçelik Leydi is the first dishwasher that was produced in Turkey. Between 1990 and 1998, they were built in the Arcelik facility; although it has been 30 years since its production, Arcelik Leydi is still in use.
Realizing that this product is more than a product; it arouses various feelings in its users, based on the social media post, Arcelik thought it was essential to understand the virality of the product.
The project aimed to discover the material and inner values and meanings provided by the experience of the Leydi machine.
As a Lead Experience Researcher, I combined anthropological and UX methodologies to understand the values and meanings created by the Leydi experience.
Goals:
Goals:
Exploration:
Understanding the perception of Arcelik Leydi
Determining elements that make Leydi’s experience valuable for users
Exploring factors that enable Leydi to be a part of the culture and the reflection of these factors on the dishwasher experience
Identifying needs, problems, expectations, and touchpoints that would improve the experience for the next dishwasher models
Team
Team
1 x Project Director
1x Lead Experience Researcher
3 x Researcher
1 x Recruiter
My Role:
Lead Experience Researcher
My Role:
Lead Experience Researcher
Identifying the project goals together with the stakeholders,
Fine-tuning the project’s scope and methodologies,
Designing and managing the research process,
Managing the social listening and netnography process,
Conducting the one-on-one interviews,
Gathering and processing the data,
Delivering the findings to the stakeholders.
Methodology
Methodology
THE ONION MODEL
Culture is a system that has a layered structure, like an onion. Hofstede explains his theory: "every layer is a “peel” of the system."
This model examines culture from the material, external, spiritual, and internal layers. Except for the core, all three layers interact with the world through practice.
Due to the aim of the project which is to understand people's inner values through an artifact, this project was built on the Onion Model. Along with this model, the layers that are included in the culture have been studied from general to specific.
Research Process
Research Process
STEP 1:
STAKEHOLDERS MEETING
Understanding the client’s goals, perspectives, and expectations
Gaining information about the ecosystem
Clarifying the needs, goals, and phases of the project
STEP 2:
DESK RESEARCH
Obtaining information about the dishwasher universe
Determining general thoughts and practices of using a dishwasher
Gathering data to support the latter steps of the research
Defining the platforms that will be focusing on for the social listening and netnography process
Tools: Tweetdeck, Crowdtangle, Google Trends
STEP 3:
NETHNOGRAPHY
Social listening:
Conducted on the platforms defined by the desk research
Gathered and examined discourses about Arcelik Leydi on social media platforms
Netnography:
Engaged with users from the selected platforms that were identified in the previous step
Observing perceptions, habits, and values of Arcelik Leydi users.
Tools: Tweetdeck, CrowdTangle
STEP 4:
IN-DEPTH INTERVIEWS
Current Leydi users and previous Leydi users were recruited for one-on-one interviews
The topics were determined according to the research objectives:
Daily practices and habits
Current dishwasher and its usage
Story of meeting the Leydi
Perception of Leydi
Personification and word association used to better understand the value of Leydi for users.
Analysis
Analysis
PROCESSING DATA
PROCESSING DATA
Grounded theory:
In the frame of the Grounded theory, Content analysis and Thematic analysis methods were used to gain a deeper understanding of the Leydi and its meaning
Thematic analysis
The data gained from word association was analyzed by the meaning and patterns of the associations.
Content analysis
The participants' discourse was analyzed by aiming to understand the metaphors, meanings, and cultural correlations.
PRESENTING DATA
PRESENTING DATA
Tables:
Tables were used to make it quick to examine and understand the similarities and differences between the elements.
Profiles
Themes
Leydi vs. others
Functions, design, durability, meanings, usage
Verbatim
Mind map
The data obtained and analyzed from word association and personification sessions was visualized using a mind map.
KEY FINDINGS
KEY FINDINGS
The cultural and socio-economic factors that affect the perception of Leydi
The reasons for the perceived differences between Leydi and other dishwashers
Users’ needs, expectations, and problems with dishwasher usage
Result
Result
CHALLENGES
CHALLENGES
The mismatch between technical language and daily language
Since the topic was about a machine, we expected that there would not be a joint discourse, especially during the deepening of the conversation on features and usage. But we realized that even participants do not use common phrases. They use their own words.
To prevent possible misunderstandings, we asked participants to show us their dishwasher parts and showcase an example of their using the machines during our conversation.
While that provides visual support, we also were able to conduct “on-site” observation of their process.
TAKEAWAYS
TAKEAWAYS
The effect of nostalgia on the experience
Emotions directly affect the usage of the product. To better understand product perception, it is important to grasp the triggering factors of the users' feelings.
I had the opportunity to observe the relationship between desire patterns and habits, which showed me the necessity of considering the relationships between habits, preferences, and emotions.
IMPACT
IMPACT
The insights obtained from this research were used to create a product roadmap for following dishwasher models.
This research has also inspired a digital marketing strategy for the brand. They started a social media trend focusing on the nostalgia of the Leydi and had conversations with their customers.
#20yearschallenge
Page updated
Google Sites
Report abuse