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From heritage to lived experience.
A human-centered design study in transforming cities with digital services.
Our mission
This project was a really special one for our studio because it linked digital experiences with cities that have existed for over a thousand years.
Our mission was to improve the everyday life of the community by understanding the unique ways people live, work, and move through the Old City, ensuring a vibrant future for every merchant, resident, and visitor.
CEO, Innovation Lab
This is the first time we've done this kind of ethnographic study and we should continue to do all our research and investigation in this way. This project has set the standard for how we should do Discovery.
Head of Design and Innovation
Sorai helped us not only build capability, they improved the overall quality of work and brought relevant expertise and insights. I honestly can’t think of anything else they could’ve done better to deliver this project.
Products and systems that transform the lives of citizens
5
Products and initiatives covering mobility, financial inclusion, tourism and infrastructure
10
Archetypes created founded on a deep ethnographic study to determine needs and innovation opportunities
80
Roadmap that determined upto 80 initiatives from incremental or transformational
$10m
Size of opportunity for City councils and participating enterprises
WHAT WE DID
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Ethnographic study
Over 68 in-depth interviews conducted with locals, business owners, visitors & tourists to understand key pain points and aspirations. Target segments identified.
Insights and strategy
Completed journey mapping from entry to exit. Synthesis and prioritization of pain points across segments and conducted an analysis of gaps and opportunities that informs concept strategy.
Archetype development
We developed ten robust archetypes. By identifying distinct users with shared motivations, behaviours, constraints, and needs, we pinpointed root problems from interviews that reveal why the current experience falls short.
Opportunities and solutions
We conducted a global heritage benchmark analysis. This led us to generate potential solutions. We then mapped back to the wider ecosystem of existing services and partners to ensure clear value, affinity feasibility, and more.
OUR WORK
Research and insights
Analysis of Residents, Merchants, Visitors, and Tourists alongside six key themes: Parking & Mobility, Wayfinding, Experience, Governance, and Infrastructure. These perspectives converge on shared systemic issues affecting the community.
Archetypes
We developed three types of segments for local business owners, residents and tourists. These archetypes will set the foundation for how solutions are developed and validated for the partners providing solutions for the city.
Journeys
A comprehensive step-by-step mapping document that outlines touchpoints, emotions, and friction points. This mapping will detail user journeys developed across key archetypes, clearly highlighting their needs, pain points, goals, and potential solutions.
Solutions
Our phased approach unveils innovative solutions across the six key areas. Tailored to each segment where relevant, our strategy categorizes efforts into Quick Wins, Foundation Building, and Transformation, aiming to drive impactful change over the next 12 months.