Third Space

In collaboration with Tiger, we engaged in a two-week design research project to inspire “happiness” and “playfulness” in their shopping experience.

To gain an understanding of Tiger and their customers, and the meaning of happiness and playfulness, interviews, site studies and contextual observations were undertaken.

Synthesis of this data allowed us to understand the places people desire to dwell in, current shopping experiences in Tiger and the types of interaction people seek with people, products and artifacts. These insights inspired us to come up with concepts to aid Tiger to become a third space, which means a space other than work and home where people desire to mingle and interact.

We wanted to find out how customers would design Tiger as a third space and if they would be comfortable with Tiger being something besides a store. To do so, we created prototypes at two levels – the near future and the distant future. For the former prototype, a relaxation space was set up in the store. For the latter prototype, customers were asked to design the store interior. The findings allowed us to understand the underlying complexities in incorporating third spaces in retail spaces.

This was a highly challenging project for us. Limited by time and feasibility, we were unable to explore the concept of Tiger as a third space thoroughly. It was difficult to prompt users to reimagine Tiger, especially customers who are too familiar with the current store. These create difficulties in prompts as highly suggestive prompts limited the usefulness of the data, yet it was difficult to elicit response otherwise. With more time and resources, we would like to test our prototypes outside of the store and recreate play/relaxation areas that are less constructed and more comfortable.