CASE STUDY 1 Windspire Can you tell me more about the Windspire products? When most people think of wind turbines, they imagine the large ones found along rural highways. But the CREATE WITH CONTEXT is a Silicon Valley–based consultancy doing research, innovation, and design for digital products. The firm’s unique approach connects people, context, and technology to help clients create successful digital products. Create with Context offers a broad set of services to organizations around the world, including making existing products easier to use, defining next-generation products, and entering new markets. Create with Context provides services across web, mobile, consumer electronics, and desktop. | CASE STUDY 1 Windspire Can you tell me more about the Windspire products When most people think of wind turbines they imag- CREATE WITH CONTEXT is a Silicon Valley-based consultancy doing research innovation and design for digital products. The firm s unique approach connects people context and technology to help clients create successful digital products. Create with Context offers a broad set of services to organizations around the world including making existing products easier to use defining next-generation products and entering new markets. Create with Context provides services across web mobile consumer electronics and desktop environments to emerging technology start-ups government agencies and Fortune 500 companies. ine the large ones found along rural highways. But the Windspire is completely different it s small enough to fit in your backyard 30 feet tall but quite narrow and makes little noise. More important you don t need a lot of wind for the Windspire to work. The turbines can operate in areas with a minimum average speed of ten miles per hour. How did you approach the project Mariah Power the company that created Windspire wanted to create more awareness around the Windspire and the potential for people to obtain them. Customers were often uncertain about whether they could benefit from a turbine and would ask Do I have enough wind to FIGURE Early sketch of the Windspire iPhone app power a Windspire To better understand their customers needs we recommended ethnographic-style interviews in three regions the San Francisco Bay Area rural Kansas and Washington DC. What did you learn from the research Through these ethnographic-style interviews we discovered two distinct user groups the Green tribe and the Easy Eco tribe. The Green tribe wants to leave the world in a better place they monitor their electric bills drive hybrid cars reuse plastic bags. In contrast the Easy Eco tribe makes environmentally friendly decisions because they
