Case Study: Merko develops human-centered neighbourhoods with Velvet

Merko develops human-centered neighbourhoods with Velvet through 8 resident interviews and 7-day diaries

Merko, a prominent real estate developer in Estonia, faced the challenge of evolving beyond simply building houses to creating truly human-centered neighborhoods. They needed a deeper understanding of how residents actually lived in their developments to inform future strategic decisions. To achieve this, Merko partnered with the vendor, Velvet, who employed a comprehensive service design and user research approach to uncover resident needs and values.

Velvet's solution involved an immersive, ethnographic research process in Merko's Uus-Veerenni quarter. This included neighborhood observation, contextual interviews, and a unique "cultural probes" method where residents kept diaries of their daily activities. The research culminated in a co-design workshop with residents and the Merko team. The outcomes defined key focus areas for enhancing liveability, such as fostering a connected community and promoting a garden-city lifestyle. These valuable insights have enabled Merko to make more informed, human-centered decisions, and the collaboration with Velvet continues to bring the improved neighborhood vision to life.

Merko