Affinity Map key:
Dark green postits ontop = main theme
Dark green postits along the margins = sub-themes of all individual insights left and right of it.
Yellow and orange postits = individual insights.
Personalisation is an important part of convenience.
Minimalist living involves accessing more experiences.
Most people don't consider the environment when they make a purchase.
Often an important event triggers incremental change.
You can discover a peaceful lifestyle in simplicity.
We attach emotions to things. This makes it both hard to to let go of things.
But materialism and sentimentality also can increase how long we use something.
Learning is empowering and can be enjoyable for both teacher and learner.
Role models and friends inspire change.
Pride (eg in a new ability) can be a powerful validation (eg of a lifestyle choice it leads to).
Cities are not conducive to sharing and growing.
City dwellers dream of an alternative lifestyle involving:
1. Self reliance like growing, making and repairing their own things.
2. Owning a comfortable house and garden. Privacy (in the home) is a factor of convenience, a foundation that makes shared services attractive.
Mistrust is an issue:
People more easily trust the product or service if they know the people providing it or who used it last, and that people have a good habit of caring for things.
Transparency of product quality.
Individualism (developing your own style of life and form of expressing it) is a key motivator to keep going once new abilities develops.
Consumption habits consciously support the minimalist lifestyle people hope to achieve. But some people are more conscious than others.
Experiences are valuable (enriching, educational, soulful).
Social interaction nourishes.
Tourism facilitates discovery and recovery.
Seeing the source is proof of authenticity / quality.
There needs to be something for everyone. It lets people feel “I can be myself here.”
Serendipity means curated discoverability.
Convenience plays a big role and means many things in different situations (it needs to be context aware / curated).
Transport and transit points need to save time and open access to places.
Proximity = convenience
Privacy & comfort zones = convenience
Cars come with annoying limitations.
Service needs to have pervasive brand presence (often on our mind so that it’s easy to recollect when we need it).
Buying & selling things that are second-hand, is a consciously money-driven habit for some people.
Bargain hunters are open to find more value in the pre-loved items.
Serendipity is not reliable:
Serendipity becomes important to choice making when reliability is not needed or has served its purpose first.