Human Centered Design Research
Design research was conducted to understand the world of strollers and the user base. The research was conducted in Stockholm and was done as a part of Master coursework for Advanced Product Design.
The aim was to provide research for designing strollers but at the same time aid the design of a service in circular paradigm.
Duration : January 2020- February 2020
Strollers for kids (1-4 yrs)
Online Research
We did a lot of online research to see what kind of information is out there, we went through different blogs, websites, online stores and also came across Rullavagn, a detailed guide which was interestingly popular among young parents in Stockholm.
Store Visit
To get a peek into the world of strollers and start our research we visited two store, Bonti and Babyland located in central Stockholm. We had a look into different products, brands and interviewed store clerks to get more insights about the product, the market and users.
The baby stroller market is flooded with different brands and types of strollers. It is overwhelming especially for first time young parents to find the perfect stroller for their child.
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Modular Stroller
Jogging Stroller
Travelling Stroller
Sulky
Sibling Stroller
Pop-ups and Observations
Deep Interviews
Contextual Interviews
15
Several pop-up interviews were conducted at the central station and Vasaparken ( Central park ), apart from this, observations were conducted on Metro stations, buses and Fältöversten ( mall ).
Expert Interview
We also did one expert interview with Hampus from WE DO, a product design consultancy in Stockholm. Hampus and his colleague developed a sulky stroller for Kronan with focus on stability and rigidness.
Hampus gave us a perspective into the different compromises that are involved in stroller design along with the constraints. Hampus, being a parent himself gave us a user perspective too at the same time.
Creative method - I Love / I Hate
A board with stroller was setup and people moving with their strollers were asked to stop and write what they loved and hated about their stroller. The idea was to get the information when people were using the product.
SURVEY
CLUSTERING
A survey was designed based on the insights gathered from the research methods to validate it and to fill in the gaps. It was posted on facebook groups : ‘Barnvagnar!’, ‘Allt om barnvagnar - barnvagnsguiden’ and ‘Rulla vagn’ that were dedicated to discussing prams/strollers. The members of the group were parents from Stockholm, but majorly mothers.
INSIGHTS
The data was clustered under the heads of parents needs, child's needs convenience/inconvenience, status, insecurity, excitement/joy, confidence, requirements, ergonomics, safety, control, opinions and service.
Data were separated as insights, notes, quotes and gaps.
These were further narrowed down and grouped together.
HOW MIGHT WE ?
Find Sustainable Balance between functionality and lifestyle needs
Address consumer insecurities and rethink consumer practices around Strollers
Team : Anubhuti Gupta, Christopher Lekstrom, Eric Alfvag, Robin Bergman, Tilda Hall
The different types of strollers in the market and brands popular in Sweden were presented along with the research.
The research was summed up in 11 major insights.