AMBIGUITY
An ethnographic study of the Millennial Generation in relationship with time, Presented through a double sided flip magazine.
Role:
Design Researcher & Visual Designer
About Ambiguity:
Ambiguity is a publication created by millennials, about millennials, for millennials depicting their relationship with time. It was a passion project created by the 7 of us in search for a deeper understanding of our own generation. We used design research and contextual research techniques to create content that was attractive and relatable for our target audience (also the millennials).
Skills & Tools Utilised:
Ethnographic Research, Observation & Interviews, Information Architecture, Content Strategy, Cultural Probe, Affinity mapping, Rapid Prototyping, Adobe InDesign.
The Brief, Insights and Iterations
The brief was to capture an entire generation’s viewpoints on a few pages. That too, on a topic as broad and abstract as “Time”.
After deep observations and research, once we gained a better understanding of the millennial generation, we came across an interesting pattern: Millennials could be separated in two broad segments with very distinct, almost juxtaposed viewpoints & opinions on almost every topic.
After deep observations and research, once we gained a better understanding of the millennial generation, we came across an interesting pattern: Millennials could be separated in two broad segments with very distinct, almost juxtaposed viewpoints & opinions on almost every topic.
This was so intriguing that we decided to make this observation the focal point of our ideation and eventually, the foundation of our solution.
The Solution:
The final solution was a square, flip magazine, that opens from both sides. It successfully presented the millennials with a mirror of their generation's inclinations in an innovative, eccentric layout. A relatable magazine that portrays the dark duality in generation's choices, thought processes, and their perspective on the ambiguous concept of time.
