Short answer
Design strategies should acknowledge and, where appropriate, tap into the aspirational 'imaginary' that users hold for products, services, or experiences.
- Field
- Innovation & Design
- Source
- University of Birmingham Institutional Research Archive (University of Birmingham) (2018)
- Method
- Qualitative research, ethnographic study
- Evidence
- Strong effect
Idealized perceptions of a destination, termed the 'imaginary West,' significantly influence and sustain migration decisions, even in the face of hardship. This innovation & design research insight is drawn from a 2018 study published in University of Birmingham Institutional Research Archive (University of Birmingham). Using Qualitative research, ethnographic study, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Design strategies should acknowledge and, where appropriate, tap into the aspirational 'imaginary' that users hold for products, services, or experiences.
The 'Imaginary West' as a Driver for Migration Projects
Idealized perceptions of a destination, termed the 'imaginary West,' significantly influence and sustain migration decisions, even in the face of hardship.
University of Birmingham Institutional Research Archive (University of Birmingham) · 2018
Key Findings
- 01The concept of the 'imaginary West' (Zapadat) encompasses geographical location, opportunities for a better life, and alignment with Western modernity.
- 02This idealized vision of the West is a powerful force that encourages and sustains migration, overriding unforeseen difficulties and unmet expectations.
Application
Design takeaway
Design strategies should acknowledge and, where appropriate, tap into the aspirational 'imaginary' that users hold for products, services, or experiences.
How to apply
When developing a new product or service, explore the 'imaginary' associated with its category or intended use. For example, for a travel app, explore the 'imaginary' of adventure or relaxation users seek.
Project actions
- 01Consider the 'dream' or 'ideal' your target user has for the product or service.
- 02Think about how your design can help users achieve or feel closer to that ideal.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Provides a nuanced understanding of user motivation beyond purely rational factors.
- +Highlights the power of ideation and aspiration in driving behavior.
Limitations
It can be challenging to accurately capture and measure a user's 'imaginary' or idealized vision.
Reliability & validity
The validity of findings relies heavily on the depth of qualitative interpretation. Reliability could be improved through triangulation of data sources.
Think critically
To what extent should designers aim to fulfill or challenge a user's 'imaginary' when developing a product or service?
Design Principles
"Design for aspiration: Align product narratives and experiences with the idealized visions users hold for a better future or a desired lifestyle."
Understanding the aspirational and ideological drivers behind user choices is crucial for designing products and services that resonate with deep-seated desires and expectations. This insight highlights the importance of aligning design offerings with user imaginaries, rather than solely focusing on functional utility.
What This Means for Your Design
People often have an idealized idea of what something will be like before they experience it, and this idea can be a big reason why they decide to do it, even if it turns out differently.
How to use in your project
- 1.Use this insight to justify research into user aspirations and the 'ideal' outcomes they seek from a design solution.
Add to My Project
Quick Cite
Paragraph starter
The 'imaginary West' concept highlights how idealized perceptions of a destination can significantly influence user decisions and sustained engagement, even when faced with discrepancies between expectation and reality. This suggests that design solutions should consider and potentially leverage users' aspirational visions to enhance desirability and commitment.
Source
University of Birmingham Institutional Research Archive (University of Birmingham)
On the way to the 'imaginary West': Bulgarian migrations, imaginations and disillusionments
journal · 2018
View sourceQuestions About This Research
- What does the research say about the 'imaginary west' as a driver for migration projects?
- Design strategies should acknowledge and, where appropriate, tap into the aspirational 'imaginary' that users hold for products, services, or experiences. Evidence: University of Birmingham Institutional Research Archive (University of Birmingham) (2018).
- Why does "The 'Imaginary West' as a Driver for Migration Projects" matter for design?
- Understanding the aspirational and ideological drivers behind user choices is crucial for designing products and services that resonate with deep-seated desires and expectations. This insight highlights the importance of aligning design offerings with user imaginaries, rather than solely focusing on functional utility.
- How can designers apply this research?
- Design strategies should acknowledge and, where appropriate, tap into the aspirational 'imaginary' that users hold for products, services, or experiences.
- What were the main findings?
- The concept of the 'imaginary West' (Zapadat) encompasses geographical location, opportunities for a better life, and alignment with Western modernity.. This idealized vision of the West is a powerful force that encourages and sustains migration, overriding unforeseen difficulties and unmet expectations.
- What research method was used?
- Qualitative research, ethnographic study.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2018 journal from University of Birmingham Institutional Research Archive (University of Birmingham).
- What should I do differently in my next project?
- When developing a new product or service, explore the 'imaginary' associated with its category or intended use. For example, for a travel app, explore the 'imaginary' of adventure or relaxation users seek.
- What are the limitations?
- The findings are specific to Bulgarian migration to the UK and may not be directly generalizable to all migration contexts or product design scenarios.