Research & Innovation | prianjalikapur

User Research, Experience Design, Brand Strategy, Color & Trends

Strategy & Innovation

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At Decathlon Advanced Design, Artengo Innovation and strategy agency InProcess, I've had the pleasure of working with diverse teams and a multitude of different approaches from human-centred design and design thinking, ethnography and quantitative research, to user motivation analysis, identifying actionable insights and user journeys to opportunity mapping, prototyping, user testing, experience labs and focus groups.

I worked on a variety of innovation and strategy projects with subjects ranging from researching attitudes towards sports in India, restructuring a brand’s offer around user motivations to analyzing beauty perceptions in China and Japan, daily stress in the USA and more. While most projects remain confidential, below are a few excerpts of projects I've worked on.

"Details create the big picture."

QUALITATIVE RESEARCH

User Interviews | Ethnography | Trends Studies | Futures Analysis

Micro research around user behaviours, usage and daily journeys to bigger picture research of societal trends and futures thinking.

ACTIONABLE DATA

Insights | User Journeys | Motivations Analysis | Stakeholder Maps | Scenarios

Breaking down the research data into digestible, usable elements that aid in concisely communicating what is learnt.

USER EVALUATIONS

Focus Groups | Prototype Testing | Feedback Analysis

Evaluating experiences, concepts and prototypes with small groups of users and translating the feedback into actionable steps for iteration.

Eye Beauty Perceptions

Understanding women's varying beauty perceptions in two very distinctively different cultural and regional settings - Japan and USA. The project involved conducting research with makeup artists and extreme users as well as animating workshops with consumers in both countries with the goal of understanding what women of varying age groups look for in terms of the ideal experience in their eye beauty regimes in varying social settings.

Project conducted with InProcess for L'Oréal. Details remain confidential.

Comfort on Impact: Racket Innovation

At Decathlon's Artengo, one of the prospective innovation projects I worked on was a minimal impact racket to reduce the effects of tennis elbow on players. This project involved extensive research into materials and processes that could maximize shock absorption. The project went through 2 years of testing various solutions, materials and prototypes and is today available in stores as Artengo's SoftFeel Racket.

Teammates: Engineer: Antoine Chastan, Product Designer: Philippe Barsol

User Motivations to Artengo's New Brand Offer and Strategy

Using Decathlon's IMAGINEW methodology, we worked collectively with every department on structuring Artengo's offer around human centered design principles. This involved multiple days of workshops, sharing and learnings around user studies, trends research and prospective strategy development, which led us to re-create the Artengo's offer around users' key motivations for playing racquet sports.

Teammates: Artengo's Innovation Manager: Vincent D, Service Designer: Francois L, Laure M

Colors and Trends

I had the pleasure of working with Decathlon's Color and Trends team on the identification and analysis of future colors and finishes for their international sports market.

Have a look at the process we used in project IN.de to create a range that would represent India's color identity.

"Details create the big picture."

Projects