Gonzo Design

Gonzo refers to the style of journalism best seen in the work of Hunter S. Thompson in the 1970's. It is a subjective style, which is not scared to get involved with its subject matter. In the essay, 'The Kentucky Derby is Decadent and Depraved,' Thompson and illustrator, Ralph Steadman, visit the raucous and drunken sporting event with the aim of capturing the ultimate characters: the characters who are the most despicable and as the title says depraved. Their adventures involve a lot of drinking and blagging their way into events where they invariably end up in trouble. The twist at the end is that Thompson and Steadman realise they've become the thing they were looking for.

What I mean by Gonzo design is design where the research entails getting involved with your users much more that you normally would. So we are not just studying or documenting the lifestyle or working practices of the user group but becoming part of the group you are researching. So you might start to dress like them or hang out with them. You might get ask to participate in their work. Great examples of this kind of approach can be seen in the work of artists Nina Pope and Karen Guthrie and that of photographer Nikki S. Lee. Another great example is Morgan Spurlock in his movie 'Supersize Me'. What could be more involved than becoming (very physically) the kind of user/customer that you are investigating? This film is a full-on, dangerous and fantastic example.
In less extreme examples: a couple of my students last year used this technique. One Korean girl become a Goth (there are no Goths in Korea) and another guy becoming a Green Party candidate for the 2005 election (UK), taking an existing interest and pushing it.

Designers can learn a lot from this approach. By becoming part of your subject group, they will start to tell you things that you might not have heard otherwise, and you should start to understand the appeal of their activity/lifestyle.

You don't just get data, you get experience.

The important things to remember about this approach are, to be sympathetic to your group, be subtle, don't push yourself onto them too hard, and be careful (you might need a friend to help so you don't get into awkward situations).

Next you must step away and think how you can use the experience, (check out my page on "Never fall in love"). What can you design for this group? What is unique about them? What tech do they use/not use? How do they manipulate or mod their tools?

The whole world of weird and wonderful people is out there for you to learn from and design for. Why do people say: "I don't have any ideas"!?

Good luck, have fun, be careful, let me know how you get on.

Love

Rory

Rory Hamilton 2005

Somewhere.org.uk does the WWII experience.

Hunter S. Thompson, "The Kentucky Derby is Decadent and Depraved"
http://en.wikipedia.org/wiki/The_Kentucky_Derby_Is_Decadent_and_Depraved

Hunter S. Thompson, "Fear and loathing in Las Vegas"
http://www.amazon.co.uk/exec/obidos/ASIN/0007204493/qid=
1128335260/sr=8-2/ref=sr_8_xs_ap_i2_xgl/026-0385709-5072408

Nikki S. Lee, Google her for examples or see this link:
http://www.mocp.org/collections/permanent/lee_nikki_s.php

Nina Pope and Karen Guthrie
http:// www.somewhere.org.uk

Morgan Spurlock, "Supersize Me"
http://www.traileraddict.com/trailer/super-size-me/trailer