This was a client based brief from Havells India Pvt Ltd. The client mainly wanted to focus on building new disruptive products for the Home Lighting segment. For this they spoke about looking at what ‘home’ is as a space, the different user groups that could be targeted and exploring the concept of lighting as an experience and not a static product. The 3 main points that I took from the brief were:
- Human Centric Lighting
- Meaningful intelligence
- Experiential aspects of lighting
Target user group:
Elderly people of age 65+
While reading and reflecting on the use of lights in homes, I began to brainstorm about the different contexts of usage. Trying to look back at the different types of users I have seen interacting with lighting products in a house, I thought about how each type of user is different in their need from lighting.
During this initial process, I stumbled upon papers that spoke about the changes in the way we deal with lighting as we age. Research work online reinforced my personal experiences of the problems elderly people might face with lighting products due to factors such as vision or mobility. Thus, I chose to situate my research within the context of senior citizen’s homes so as to discover specific opportunity areas for lighting for this user group
Primary Research - Study details
- Visits to 4 households with senior citizens living alone (Interviews and observations)
- Interviews with 2 people who lived with their elderly parents
- Interviews with 2 people whose parents lived alone
- Interview with 1 ophthalmologist
Consolidation of data
- Converting notes to consolidated findings for each visit / conversation
- Affinity mapping to find patterns across users and houses and thus develop thematic insights
Why this user group?
What are the factors that change with age making this a relevant segment to look at while
building lighting products for the home?
Chosen opportunity area
An interesting aspect about this loss of information was looking at the concept of
interpreters. Although the use of formal trained interpreters is almost an unheard
phenomenon in India, many of the doctors and patients mentioned that often informal
interpreters are used to convey the message. This again adds another layer of interpretation
and possibility for loss or change of
message. Details on types of interpreters are explained further in this article.