ABSTRACT
The recent demand is for design teams to make provision for the full experience of the user whilst creating a broadening strategic offering. Gaining an understanding of people for product design is an increasingly difficult challenge. Understanding the more emotional aspects of experience is difficult enough, but eliciting them within sensitive topic areas is quite a challenge. This paper describes an initial stage of a collaborative design research project that immersed a design team into the world of youths for product ideation, PDD, a design innovation consultancy, worked together with youths in the UK and Japan to understand male grooming experiences leading to emotionally focused opportunities.
