Audience Overview – This is Gothenburg

2023 – SERVICE DESIGN ILLUSTRATION 

PROJECT COLLABORATOR: THIS IS GOTHENBURG

Project Synopsis and Methodology

 

 Joined forces with “This is Gothenburg” for an explorative venture, championed by Gothenburg&Co. We charted the city’s cultural pulse, drawing on a robust mix of qualitative and quantitative research methods. The goal was to peel back the layers of the audience’s interaction with Gothenburg’s cultural scene. Positioned at the center of the action at Kronhuset’s vibrant gatherings, I connected with over a hundred individuals, delving into their professional and personal narratives to collect rich, multifaceted data.

Data Collection

 

 The environment buzzed with the energy of a live canvas, where whiteboards captured thoughts in real-time and post-its became the currency of quick exchanges. Our data collection approach blended the organic warmth of unscripted dialogue with the focused rigor of structured surveying. This duality cultivated a fertile ground for conversations that not only yielded data but also painted the emotional landscape of the audience.

Persona

 

Post-event, the data captured was not just collated but woven into a coherent narrative, segmented into three distinct audience personas. My role transitioned to that of a data alchemist, turning the diverse stories and statistics into relatable persona cards. These personas, with their individual stories and collective significance, would guide the subsequent strategic design directions.

Illustrative Storytelling

 

 Tasked with the translation of abstract data into concrete visuals, I reached for my illustrative toolkit. The resulting artwork didn’t just tell a story but planted each persona firmly within the Gothenburg milieu. Iconic city cranes served as more than mere backdrop; they were narrative anchors that connected the characters to their urban stage.

Realistic Design Philosophy

 

In a deliberate stylistic choice, I eschewed the impersonal touch of photography for illustrations that resonated with realism. The objective was simple: to stir a personal connection, an immediate recognition, and a sense of familiarity in the viewers. Each stroke was guided by the intent to represent the personas not as data points, but as the living, breathing constituents of Gothenburg’s society.

Symbolism and Professional Integration

 

Every illustration was carefully laced with symbols that served as visual shorthand for the personas’ professional lives. These symbolic elements offered a window into each character’s world, seamlessly integrating professional identities into the city’s narrative. This approach underlines the essence of UX research and design thinking—transforming data into a compelling visual narrative that articulates the intrinsic value of each individual within Gothenburg’s professional mosaic.

thisisgothenburg.com