In this two week course, we dug into what ‘playfulness’ means and how we can increase playful experiences while shopping. We used the Danish company TIGER as the basis for these investigations.

By conducting various research methods including interviews and field studies, we observed three design opportunities.

Firstly, the process of paying was completely disconnected from the light hearted experience of the rest of the shop; Secondly, the shopping experience at TIGER is not remarkable enough to overcome the 10 kroner association to the brand, prevalent in Denmark; Thirdly, while groups are often playfully interacted with objects in the stores, signs of previous human interaction was enough to inspire curiosity in individual shoppers.

Based on our insights, we came up with three challenges: how might we incorporate ‘playfulness’ into the complete action of paying; how might we create long lasting, positive memories of Tiger through the purchase of a product; how might we create a playful experience between strangers in a Tiger shop.

After a long process of analysis, ideation and co-creation we designed several concepts. One of these concepts was a wall that picked up keywords from multiple conversations to create a visual story while people are waiting in queue. However, testing this out in store showed people were not engaged and unable to grasp the complete concept of the idea. Another concept was a part-payment system which allows people to use their skills as a secondary currency.

As a result of this we created Swift, a service that brings the convenience of online shopping to physical shop. It retains the tangible aspect of shopping that people like, but adds the convenience of online shopping. Who wants to shop with a basket? Swift is a card that you can use in stores. It helps people browse and search for items as well as providing them with more information about products should they require it. The card allows the customers to pay whenever they want and choose whether they want to have the items ready at the door or delivered to their home.