Lesson video

Hi, my name is Ms. McGoldrick, and welcome to our lesson on "People and Places." And this lesson is part of the unit where we investigate and research a high profile event.

So our lesson outcome is: I can identify a range of people within a context and be aware of environmental, social, and cultural considerations.

Our keywords for this lesson are: context, the situation within which something exists or happens; user, who you are designing for; environment, a description of a place and its surroundings; and consideration, a key factor that designers use to help influence a design.

Our first lesson outline is investigate a context.

So, all design and technology practise takes place within contexts that inform outcomes.

So a context is the situation within which something exists or happens, and it is always the starting point for our investigations and analysing, and it helps us to identify design opportunities.

So we have our context, and that leads to our investigations.

So the context for this lesson and this unit is a high profile event.

And one approach to investigating context is to create a user journey map.

So a user journey map, it's gonna help us to visualise the individual steps that a user takes when they are completing a task or when they are within a system, or kind of going through a service, okay, or experiencing something.

And what that does is it helps designers really think about each step that is involved in that task or that service or that experience.

And it helps us to kind of, you know, look at different problems. It shows us the potential problems that users experience when completing tasks or experiences.

Okay, first check.

User journey mapping is.

I'll let you read through those answers.

Pause the video, have a go.

Okay, so let's see how you did.

So user journey mapping is visualising the steps a user will take within a task.

User journey mapping is breaking down a task, a service, a system, or experience into individual steps in the order that they happen.

So let's think about the steps involved in morning routine.

So from waking up to leaving the house.

So the first step could be that our alarm goes off, then we're gonna reluctantly get out of bed, then we might go to the bathroom for our morning wee, and then if we eat breakfast, we're gonna make breakfast, and then we're going to eat it.

Then we might have a wash, we might brush our teeth, we'll get dressed, we'll put our coat on, and we'll leave the house, okay? So those 10 individual steps in the morning routine can be presented in a storyboard format when we are creating a user journey map.

It keeps everything together and it helps us understand that order.

So we've got an image or an icon or a simple sketch, and then we've got the number of the step and a short description.

So we're gonna take one of those steps in our user journey map, and we're gonna look at it in way more detail, because when we make breakfast, there's lots of individual steps that are involved in just making breakfast.

There's not just 10 steps in my morning routine.

There's lots more than that.

So as a designer, I'm going to take one of those steps and I'm going to analyse that in more detail.

And when I analyse it, I'm going to think about the user and I'm going to think about the challenges and the difficulties that they may experience within that step.

Now, so we're gonna get more questions.

We're gonna be thinking about when we're making breakfast, we have to make choices, okay? What we're going to have for breakfast? Is there enough time to eat in my morning routine? Have I left enough time? What has influenced that? What is shorten my time if I don't have enough time? Is there enough food? How do I know that there's enough food, okay? What happens if I spill or drop my breakfast? What kind of impact is that going to have on my morning routine and my day? And are the dishes clean? If they are, fantastic, what has led to that? If they aren't, why aren't they clean? So lots more things to think about.

So that is gonna lead to further areas of investigation, and it's gonna give me inspiration for other things to be thinking about.

So Izzy here, okay, answers the question, is there enough time to eat breakfast? So Izzy says, "Yes, most mornings.

I set an alarm and I get up at least an hour before I have to leave the house, which gives me enough time to eat breakfast." Alex, who's a bit more like me, "I try to get up and have breakfast, but I always press snooze.

I'm always rushing to get everything ready so I don't have enough time to eat." So it's important to recognise here that everybody's morning routine is different, okay? So it's important to think of all kinds of opportunities within the individual steps and how different people will complete those tasks differently.

So from looking at that individual step, one step out of 10, these are further areas that I could now go and research and kind of look into further as a designer.

So I could look into alarms. What are the various alarms, how do people set alarms? I use my phone, somebody else might have an alarm clock, okay? What about meals? Okay, what do people eat for breakfast, right? Is it, you know, we generally have quick food in the morning because we have to be out so a bowl of cereal, okay, but are there other ways to speed up the process of kind of completing that eating, and making breakfast and eating breakfast in the morning? What about products that can help me be more organised in the morning? Do they already exist and we don't really know about them? And kind of time management, okay? Generally, people are in a rush in the morning, but why is that? Okay, is there too much to do in the morning? Can we be more prepared the night before? And if we are in a rush, maybe we were in a rush because we got out of bed later than what we should have.

And is that because we're tired? Is that because we're not sleeping very well? So maybe we're not going to bed when we should be going to bed, so are there getting to sleep techniques? So there's lots more areas as a designer that I can look into by just analysing that one small step in my user journey map.

Okay, a check.

What information does considering one step in a user's journey provide? Is it a user's issues and problems, is it a design solution, areas for further investigation, or potential inspiration for development? Pause the video here.

Have a little think.

Okay, how did you get on? So the answer is areas for further investigation and potential inspiration for development.

So two answers there.

Okay, so the context in this unit is high profile event.

A high profile event is an event which involves publicly known people that attract attention from the media and society.

So it's a really well-known event.

So this could include a huge music festival, a royal event, like a coronation, an award ceremony, ceremony for celebrities, a huge sporting event like a World Cup, or it could be a political event like an election.

Okay, another check.

Which one of the following is a high profile event? Have a read, pause the video, have a go.

Okay, how did you get on? Of course, the answer is a large sporting event.

So a large sporting event is an example of a high profile event.

Right, so we are gonna look at an outdoor music festival, and that is an example of a high profile event.

It has lots of different types of users, so lots of different types of people will attend a large music festival, and they happen all around the world.

And there's lots of things going on at an outdoor music festival.

Things like eating and drinking, festival entertainment, camping, because you can camp overnight sometimes, lots of waste, and they are generally large places, which means navigating around the site to different stages and different places.

And of course things like going to the toilet.

Okay, so your task for this section is to choose a high profile event that you have attended or that you are aware of.

So for example, you might have been to a sporting World Cup, okay, you might have been to a large music festival, or you might have watched the royal event on the TV.

Think about that event and you're gonna write down a list of all the activities that could take place within that event.

So task two is for you to create a user journey map.

So think about that high profile event, think about all the activities involved in it from question one, and then create a user journey map for that high profile event.

So identify and explain using words and images like the storyboard format the steps involved in the experience of going to that high profile event.

So pause the video here, have a go, and we'll have some feedback soon.

So feedback for that task.

So question one was think about high profile events and list all the activities involved.

So the high profile event that I've chosen here is an outdoor music festival and all of the activities that could be involved are these, okay? So lots going on at music festivals, things like going through security, being in a crowd, understanding and reading a map, packing a bag in the first place to go.

Lots of things going on at an outdoor music festival.

Okay, so in terms of question two, producing that user journey map, so I chose an outdoor music festival.

So here is part of my user journey map, the first three steps.

So Izzy here has gone to an outdoor music festival.

And step one is packing a bag; step two is getting to the festival, and Izzy is on a train getting to the festival; the step three is going through security, and Izzy's got the ticket on her phone to get into the festival; step four is camping or setting up your tent and reading the instructions; step five, watching the artists; and step six is maybe buying some food and some drink; step seven is going to the toilet, okay, and all the issues involved in going to a toilet at a festival; step eight is singing and dancing, having some fun; and then step nine is kind of making sure you don't leave lots of waste at the festival and what that could involve.

So that is my user journey map.

As a designer, I would pick one of those stages and I would analyse that in lots more detail and pick it apart the challenges and difficulties that a user will experience within that particular step or stage of that user journey map.

Our second lesson outline is people within a context.

So as we know, our context is a high profile event, and there are many different groups of people involved in every context that we investigate.

And different people have different preferences and priorities from all different experiences in life.

So a person's preference is their individual choice towards something they find more desirable or enjoyable or suitable.

Now, the groups of people involved in a context usually fall into these categories: so users, stakeholders, clients, target market, and customer.

Now, these categories can help us identify the different people in the context.

So, a user.

So a user is who we are designing for and who directly interacts with the product, service, or experience.

So the users of an outdoor music festival are the people that attend the festival.

They will go, they will listen to the music, they will buy food and drink, they will use the facilities, and they will camp overnight.

So a check.

A user is.

A person who purchases a product, service, or experience as a gift, a person who you are designing for and who directly interacts with a product, service, or experience, or a person who observes a product, service, or experience without interacting with it? Pause the video, have a go.

Okay, so a user is a person who you are designing for and who directly interacts with the product, service, or experience.

A stakeholder is a person, or a group, or an organisation with an interest in a project.

So the stakeholders of an outdoor music festival can include: Things like the local government.

Okay, so if they own the park or the land where the festival is happening, they will have an interest in what's happening.

And stakeholders will also be all the artists involved because they will be performing at the festival and they play a critical role in the planning and the funding and the overall success of the festival.

Okay, a client.

A client is a person, group, or organisation that seeks expertise or solutions to fulfil specific needs.

Now, a client of an outdoor music festival could be a sponsor, okay, so a big brand sponsor, okay, and they will pay the festival organisers to promote at the festival, okay? So if you've been to a festival or you've been to kind of a large sporting event, you should notice kind of, you know, brands that are advertising there.

They will have paid the event organisers to do that, and so they are a client.

Things like a charity, so Greenpeace and Oxfam, okay, they can also be partner clients, and festivals will actually donate money to those charities from the profits that they make from the festival.

So it can work both ways with clients.

A check.

A stakeholder is.

A person, group, or organisation with an interest in a product, project, a person, group, or organisation with a history in a project, or a person, group, or organisation with a contract in a project? Pause the video, have a go.

Okay, the answer is the first one, a person, group, or organisation with an interest in a project.

Okay, moving on to a target market.

So target market is a specific group of consumers that are identified as the most likely audience for a product, service, or experience.

So a target market for an outdoor music festival is usually going to be young adults between the ages of 18 to 35.

And that target market, they will be passionate about live music, which is why they are attending a live kind of outdoor music festival, social experiences, and cultural events.

Customer, okay, is the individual person or people who purchase and pay for the product, and that can be different from a user, okay? So if we have a look here, right, festivals are for all kinds of people, families, young adults, but lots of different people can attend.

And the people that bought the ticket, okay, for the children in the image will have been kind of their parents or their carers, okay? Now that makes them not a customer.

A customer is the people that actually bought the ticket for them.

So the children are the users of the festival, but their parents or carers, whoever bought their ticket, they are the customer of the festival, okay? So what is the difference between a customer and a user? Have a read of these answers.

Pause the video, have a go.

Okay, so the difference between a customer and a user is a customer is someone who purchases the product while a user is the person that actually interacts with or uses the product.

Preferences of people in these groups are what the people need and want from a product, service, or experience, and designers really need to prioritise these preferences.

Now, one way of doing this, understanding preferences, identifying them, okay, and prioritising them is to create a profile.

Now, when you create a profile for the users, the stakeholders, the clients, the target market, customers, you are going to think about those people in detail.

You're going to create a detailed description of that person's preferences within that group.

So a profile captures key information such as social demographics, the goals of the people in that group, the needs, the preferences, the behaviours, and the challenges.

So when you create a profile, you will consider information such as kind of basic information, name, ages, occupations; and then you will think about demographics, so gender, pronouns, education level, family status; lifestyle of those people, interests, what values they have, sports, exercises; what are their ambitions, what are their likes, dislikes, who are their role models; and their behaviours, social media interactions, kind of are they kind of present on social media, strengths and challenges.

So when it comes to presenting a profile, it could look like this, and this is only part of a profile.

So we've got an image of a user or a stakeholder or a customer, target market, okay, client.

And we're gonna start kind of listing the details of a typical user.

So here, we can see we've got Andeep, age 14, occupation, student, lives in Bristol, and yeah, income level, undisclosed.

All right? So if we want to do a whole profile, we could present it like this.

We've still got the image there, okay, and we could put it in some form of table.

So we've got basic information, we've got demographics, we've got lifestyle, goals, behaviours.

And the next step would be to go and populate that.

We would fill that in.

So time for our task.

So we're gonna choose a high profile event like we did for the first learning cycle.

So for example, a large sporting event, a music festival, a political event, and we're gonna give an example for each of the following for that event.

So give an example of a user, a stakeholder, a client, a target market, and a customer.

So think about a high profile event, and then can you identify a specific person for each of those groups of people within that context? For the second part of this task, you are going to present a user profile, okay? You're going to create the user profile and you're going to present it.

So you can do it in a number of ways, you can do it in a table like shown in the examples, or you could do it in a bullet pointed list, but you must include the following.

So when you are creating your profile for a user for that high profile event, you have to include the success criteria below.

Okay, time for some feedback.

So answer one, here are the examples.

So my event, my high profile event, is an outdoor music festival.

An example of a user is a 21-year-old student who is a fan of live music and camping.

Then we have an example of a stakeholder, the local government who own the park where the festival takes place.

An example of a client is a brand who will sponsor the festival, like a drinks or mobile phone company.

Then the target market is a group of young adults, age 18 to 35, with an interest in live music and cultural events.

Then an example of a customer are the parents of a 16-year-old boy who have bought the ticket for their son to attend the festival with his friends.

For the second part of this task, creating that profile for a user.

So here we go.

Here's my example.

So there's the image and Andeep and I have created it in a table.

I've used the basic information, then demographics, lifestyle, and I filled in each of those things about my user at the outdoor music festival.

And there's the rest of the profile, goals, and behaviours as well.

Our third lesson outline is places within a context.

As a designer, it's really important to have an understanding of the places and environments within a context.

So a place is the physical or conceptual location.

An environment is a description of a place and its surroundings.

So when we're talking about an outdoor music festival, these both could be: So the place of an outdoor music festival could be a large city centre park owned by the local government.

The environment of that could be a mix of open green spaces, tree-lined pathways, recreational facilities, and community areas with diverse visitors and surrounded by an urban skyline.

So those two things are different.

Place and environment are separate things.

So context can take place in many different places and environments, and different places have different environments and they have different social and cultural considerations.

So have a look at Wembley Stadium.

So Wembley Stadium, the new Wembley Stadium opened in 2007 in London in the UK.

Now the stadium has a retractable roof.

And just have a little think of the reasons why.

So the UK is very famous for its weather and kind of outdoor stadiums. If they don't have a roof in the UK, big sporting events can be cancelled.

So kind of considering those things, the designers, the architects, okay, of the stadium will have gone, "Let's put a retractable roof in place; therefore, the games and the events won't get cancelled." So an environment refers to the location of a place, the appearance of a place, or the description of a place and its surroundings.

Pause the video, have a go.

Okay, so let's see how you did.

So yeah, the environment refers to the description of a place and its surroundings.

A consideration is a key factor that designers use to help influence designing.

And it's important for designers to be aware of the different environmental, social, and cultural considerations within a context.

It really understands and supports the user's preferences within a context.

So understanding the environment and places really helps with understanding the user's preferences.

And it can lead to more successful design outcomes.

So as a designer, it is important to be aware of different environmental, social, and cultural considerations within a context because.

It supports the understanding of the client's preferences, it supports the understanding of the stakeholder's preferences, it supports the understanding of the user's preferences, or it supports the understanding of the customer's preferences? Pause the video, have a go.

So as a designer, it is important to be aware of the different considerations within a context because it supports the understanding of the user's preferences.

Remember, the user is the person that directly interacts with the product or the experience or the service.

Okay, let's have a look at the different considerations.

So an environmental consideration is a factor related to the natural environment that is used to minimise negative impacts in design decisions.

So a social consideration is a factor that takes into account the impact of decisions on people and communities.

And a cultural consideration is an awareness and respect for the values, beliefs, and customs of a specific group.

So as we know, the context in this unit is a high profile event, so considerations for this context could be: So if we look at our high profile event, which is an outdoor music festival, we can see here an example of an environmental consideration.

So when we are thinking about the environment, we will select a venue that minimises disruption to local ecosystems and implementing measures to protect nearby wildlife habitats.

A social consideration of an outdoor music festival will be to implement crowd control and adequate security and clearly marked emergency exits to ensure the safety of the people that attend the music festival.

A cultural consideration will be kind of having quiet spaces for prayer or reflection to accommodate kind of the people that attend their spiritual practises.

So task C involves you choosing a high profile event again, and you're going to identify the place where the high profile event would take place.

And then you are gonna explain the environment surrounding this event.

You can use the same high profile event that you have in previous tasks or you can choose a different one, but the important bit is identifying the place that it takes place and explaining the environment around the event.

For part two of this task, you are going to identify three considerations.

So for the high profile event you have selected, identify one consideration for each of the following.

So an environmental consideration, a social consideration, and a cultural consideration for the high profile event that you have identified.

Pause the video here, have a go, and we'll come back for some feedback in a bit.

So for part one of that task, your answer could be an outdoor music festival.

And Jacob here says, "A place for an outdoor music festival could be a location in the countryside.

A farm maybe with lots of fields and space to allow for crowds." Sam explains the environment.

So the environment would be open fields with dusty paths.

There would be grass, uneven ground, hills to walk up and down, and there would normally be animals in the fields and they will have to go back into those fields after the festival.

There is not much shelter, apart from some trees, and there is a river nearby.

Part two of this task, your answer could be, so an environmental consideration for an outdoor music festival could be that large crowds in one location will generate waste.

Considering ways to minimise this will have less impact on the environment.

A social consideration.

So it is important to consider accessibility of the festival site.

So if we think back to the location, the location is out in the countryside, we've got dusty uneven paths with hills, the paths and fields should be accessible for all users, including wheelchair users.

So as a festival organiser, considering the impact of the location on the people that attend the festival.

And a cultural consideration for an outdoor music festival could be to consider food and beverage options.

So dietary restrictions, cultural preferences, things including vegetarian, vegan, halal, kosher, and gluten-free options.

Okay, let's have our summary of the lesson.

So a context is a situation within which something exists or happens.

An approach to investigate a context is to create a user journey map.

Now, within a context, there are different groups of people who have different preferences, and it's important for designers to consider these groups and their different social and cultural backgrounds.

Different places have environmental, social, and cultural considerations for designers to consider.

It is really important as a designer to be aware of these as it supports the understanding of the user's preferences within the context.