Project Introduction

The purpose of this project is to understand why and how people form and live in neighborhoods and communities. We selected the Savannah, Georgia neighborhood of Starland, which is cited as one of most diverse and up-and-coming areas in the city, as our focus of study. 

We sought to investigate what draws people to a particular time and place, orienting them within the larger world while also fostering a sense of belonging and home. 

Through extensive research efforts, we learned that a neighborhood and community are profound and personal to those who live in it. While everyone agrees that the collective “we” is important, there is a great deal of disagreement around the ideal experience and future of Starland. 

Project Contributors: Juanita Barberi
2018

Methodology

Interviews

After mapping neighborhood stakeholders, we interviewed a mix of thirteen Starland residents, business owners and City of Savannah representatives.

Cultural Probe

After testing several other prototypes and iterations, our cultural probe took the form of an “idea tree” which was to collect quantitative and qualitative data. We chose a tree as it both represented the interconnectedness and growth of a community. Participants were drawn in by the curious nature of the tree and were happy to hang their hopes and dreams for an ideal neighborhood on the tree.

Responses were coded for age groups (card color) and gender (yarn color). Participants answered questions about the future of their neighborhood and what features are desirable in a neighborhood. Data collected through several outings with the tree helped to guide the rest of our research efforts.

Sensory Cue Kit

This is a form of multi-sensory research that triggers participants to articulate mental associations and enables them to narrate their internal monologue. After multiple iterations and rounds of testing, our kit designed to understand four areas of research that had repeatedly come up during our cultural probe: businesses, aesthetics, belonging & acceptance, and transit & accessibility. 

Research Outcome: A Framework of Insights

With an overwhelming amount of insights to work into a framework, we set about organizing concepts. The first thing to become apparent was that statements were being framed as Me, We and Them. These categories could further be divided between Current and Future needs, desires and priorities. To continue the theme of relationships and community, we made the choice to shape our framework in an infinity sign-inspired loop which showed connection and fluidity between all entities.

The final stage of contextual research draws the key insights out of the data via analysis and is organized into a framework to create human-centered design recommendations.

Project Learnings

Some of the key learnings I had from this early project were that communities require a genuine investment of time and effort. Walking, mapping and observing a neighborhood will tell a story of the effects of gentrification and development. Quality interviews are gained over time and through referrals. Navigating politics and power embedded within a community is a delicate thing and requires wit and sensitivity. Use public art as a means of drawing people into your research. Rapid prototyping and testing multiple iterations of everything will lead to novel discoveries and designs.