Shaping loyalty: experiences from design research practice

It is an exciting time for design research. Many companies in the service sector (e.g., healthcare, insurances companies) are striving to gain a competitive advantage by finding ways to improve the customer experience or by adjusting products or services to dynamically changing contexts of use. There is a need to step beyond the traditional way of developing products and services. Consequently, there is a perfect space for design researchers to step into: supporting the business community in understanding people in the context of their everyday lives to create products and services that respond to their needs. The work presented here is the result of a five-month project conducted for PizzaPortal at the end of 2015. The client requested that researchers provide insights on the needs of PizzaPortal users and information about the contexts of users' interactions with a mobile application. In this article, they share their lessons learned in the project, mainly about their experiences using a card set during the process.