…etting out of their comfort zone but described holiday after holiday of relaxing on a beach resort. In almost all of the twenty one-on-one one-hour long interviews that we conducted, we found that what people said they wanted out of a trip turned out to be very different from what they described to be actually doing on their latest trips.
…asked why we only presented one design direction, as opposed to two or three. The answer is simple: You don’t need multiple “design directions” — you need multiple points of research that create a strong foundation for one direction. This is the backbone for any creative process I pursue.