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Design in the Context of Our World, Overview of Human-Centered Design

Graduate Introduction to Design 01 Week 05 ID481-001 Fall 2010 Jeffery Mau

Agenda

Where we are in the course timeline Students - Present Primary Research Findings Bauhaus Topic Research Presentation and Discussion - Design in the Context of our World Presentation and Discussion - Overview of Human-Centered Design Framing Insights Assignment and Reading

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

We are here in the course timeline

01 - 08/26 15 - 12/02 02 - 08/31 03 - 09/09 04 - 09/16 05 - 09/23 06 - 09/30 07 - 10/07 08 - 10/14 09 - 10/21 10 - 10/28 11 - 11/04 12 - 11/11 13 - 11/18 14 - 11/25 16 - 12/06

Primary and Secondary Research Concept Generation and Storytelling Bauhaus

Secondary Research Design Artifacts, Bios, Resumes Primary Research Submit Final Presenta- tions Research with Insights Bauhaus Topic Presenta- tions Idea Descrip- tions and Concept Sketches Concept in Use Stories Value of Concept How to Go to Market Be well read Thanks- giving Present Final Presenta- tions

We are here in the course timeline

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

We are here in the Human-Centered design process

Defjnition »

» » »

Research Analysis Synthesis Realization

Sense intent Understand historical context Research trends Explore

• pportunity space

Discovering unmet needs Conduct ethnographic research to

• bserve behavior

Identify where people struggle Conduct secondary research Conduct primary research Understand context of unmet needs

• commercial

marketplace

• social/cultural

conditions

• physical envi-

ronment

• human expec-

tations Frame Insights Use creativity to generate new solutions to fulfjll unmet needs Problem Solving Generate Concepts Create concept prototypes Make Plans to go to market Defjne value proposition Create planning roadmap

Activities Deliverables

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

Student Presentations on Primary Research

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

Bauhaus Topic Research

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

Bauhaus Topic Research

We will visit the IIT Archives at the Galvin Library on the IIT main campus as a group. I am hoping to schedule our visit to be Week 07 - 10/07/10

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

Design in the Context of Our World

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

History of Design in the context of the Industrial Revolution

1800s T h e B a u h a u s

• 1

9 1 9

• 1

9 3 3 W

• r

l d W a r I

• 1

9 1 4

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9 1 8 R a i l r

• a

d s

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8 2 s P h

• t
• g

r a p h y

• 1

8 2 5 T e l e p h

• n

e

• 1

8 7 6 F

• r

d M

• d

e l T

• 1

9 8 W

• r

l d W a r I I

• 1

9 3 9

• 1

9 4 5 M

• d

e r n C

• m

p u t e r

• 1

9 3 7 T h e I n t e r n e t

• 1

9 6 9 P e r s

• n

a l C

• m

p u t e r

• 1

9 8 4 Today 1900 2000

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

The Balanced Breakthrough Model

What’s possible? Ensuring offering functions properly, is reliable What’s viable? Making sure offering makes money, is commercially and environmentally sustainable What’s desirable? Generating Interest, communicating value

• f offering

Capabilities What’s next? Activities Industries

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

The Railroad accelerated transportation of people and goods

http://www.fmickr.com/photos/kurtkonrad/2607629777

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

Photography enabled mass reproduction of imagery

Joseph Nicéphore Niépce, Heliograph, 1825

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

The telephone enabled real-time communication over distance

http://mechanicsnationalbank.com/images/timeline/History_Al- exander_Graham_Bell_Telephone.jpg

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

Henry Ford made mass production the standard in manufacturing

http://www.autolife.umd.umich.edu/Labor/L_ Overview/P.833.896_Assembly-HighlandPark.gif

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

World War I

British sailors marching through Whitehall during celebration of Victory Day, commemorating the signing of the Treaty of Versailles & the end of World War I. London, United Kingdom, July 19, 1919

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

The Bauhaus school redefjned our constructed environment

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

The Computer revolutionized the handling of information

Designers working on experimental setup for a digital computer at General Electric Engineering Laboratory. Schenectady, NY, US, 1948 Photographer: Alfred Eisenstaedt

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

World War II

Sir Winston Chruchill, Theodore Roosevelt and Joseph Stalin at Yalta Summit, 1945.

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

American Modernism brought hope for prosperity into post war life

1950 Chevrolet Deluxe four door sedan

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

The Internet

Heart, F., McKenzie, A., McQuillian, J., and Walden, D., ARPANET Completion Report, Bolt, Beranek and Newman, Burlington, MA, January 4, 1978. http://www.tranquileye.com/cyber/index.html

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

The Personal Computer

http://www.mac-history.net/

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

Overview of Human-Centered Design

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

The Purpose of Human-Centered Design...

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

The Purpose of Human-Centered Design... ...is to create solutions which fulfjll unmet needs of users.

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

The Purpose of Human-Centered Design... ...is to create solutions which fulfjll unmet needs of users. Is there more to it?

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

Reality Check Human-Centered Design is not the only approach Organizations are not always concerned with user needs or interests Most organizations are primarily focused on making money Whoever holds the purse strings makes fjnal design decisions (ID uses term human-centered, most people know this as user-centered)

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

Other Approaches to Creating Solutions Invention Forcing behavior through laws, rules, policies, contracts Marketing an old product in a new way

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

The ID Methods Poster Version of the Process

defjnition research analysis synthesis realization

Methods

Design starts with project and problem defjnition, then proceeds through research, to analysis of the research, to identification of key insights, to the synthesis of concepts, and fjnally to realization

• f designs. Throughout the process,

we have identified seven distinct modes or ways of acting and thinking, described here. Plans are developed to secure approval for funding, assemble a development team and move the concept into realization. The plan typically includes framed insights, concept descriptions, concept illustrations and road maps. Here generative idea development and evaluative concept feedback are combined to create stories about one or more possible futures. They are typically illustrated with diagrams of the idea and prototypes conveying the value proposition and customer experience. Insights may suggest a wide variety

• f concepts involving new products,

services, brands, environments, communications, interfaces, and even business models. Disciplined methods in this mode can increase brainstorming effectiveness and selection of fjnal concepts. Collected data needs to be distilled to be of value for design. Methods for data clustering and organization yield patterns that can be expressed in frameworks; design principles can also be derived from data to guide concept development. Ethnographic methods, adapted from anthropology, can spot latent user needs that are hard to discover using typical market research methods like surveys and focus groups. Opportunities and constraints exist inside client organizations, industries and societies. It pays to understand client capabilities and orthodoxies, competitor strengths and weaknesses, and innovation agendas and societal trends. Projects that involve inventing something new and different start with getting an intuitive, provisional sense of where new value lies and how to fjnd it.

sense intent know context know users frame insights explore concepts frame solutions make plans process modes

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

Defjnition »

» » »

Research Analysis Synthesis Realization

Sense intent Understand historical context Research trends Explore

• pportunity space

Discovering unmet needs Conduct ethnographic research to

• bserve behavior

Identify where people struggle Conduct secondary research Conduct primary research Understand context of unmet needs

• commercial

marketplace

• social/cultural

conditions

• physical envi-

ronment

• human expec-

tations Frame Insights Use creativity to generate new solutions to fulfjll unmet needs Problem Solving Generate Concepts Create concept prototypes Make Plans to go to market Defjne value proposition Create planning roadmap

Activities Deliverables

The Human-Centered Design Process (adjusted for Intro to Design)

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

Defjnition »

» » »

Research Analysis Synthesis Realization

Sense intent Understand historical context Research trends Explore

• pportunity space

Discovering unmet needs Conduct ethnographic research to

• bserve behavior

Identify where people struggle Conduct secondary research Conduct primary research Understand context of unmet needs

• commercial

marketplace

• social/cultural

conditions

• physical envi-

ronment

• human expec-

tations Frame Insights Use creativity to generate new solutions to fulfjll unmet needs Problem Solving Generate Concepts Create concept prototypes Make Plans to go to market Defjne value proposition Create planning roadmap

Activities Deliverables

The Human-Centered Design Process (adjusted for Intro to Design)

What you think people are trying to do in a particular area of life. This can be based on a hunch, assigned to you by a client or derived from prior work.

• Defjning Statements

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

Defjnition »

» » »

Research Analysis Synthesis Realization

Sense intent Understand historical context Research trends Explore

• pportunity space

Discovering unmet needs Conduct ethnographic research to

• bserve behavior

Identify where people struggle Conduct secondary research Conduct primary research Understand context of unmet needs

• commercial

marketplace

• social/cultural

conditions

• physical envi-

ronment

• human expec-

tations Frame Insights Use creativity to generate new solutions to fulfjll unmet needs Problem Solving Generate Concepts Create concept prototypes Make Plans to go to market Defjne value proposition Create planning roadmap

Activities Deliverables

The Human-Centered Design Process (adjusted for Intro to Design)

Your fjrst piece of secondary research to understand what you are about to become involved with.

• Historical Timeline (what we created)
• Era Analysis

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

Defjnition »

» » »

Research Analysis Synthesis Realization

Sense intent Understand historical context Research trends Explore

• pportunity space

Discovering unmet needs Conduct ethnographic research to

• bserve behavior

Identify where people struggle Conduct secondary research Conduct primary research Understand context of unmet needs

• commercial

marketplace

• social/cultural

conditions

• physical envi-

ronment

• human expec-

tations Frame Insights Use creativity to generate new solutions to fulfjll unmet needs Problem Solving Generate Concepts Create concept prototypes Make Plans to go to market Defjne value proposition Create planning roadmap

Activities Deliverables

The Human-Centered Design Process (adjusted for Intro to Design)

Your second piece of secondary research to identify the direction for your topic appears to be going in the near future.

• Competitive Landscape (we created a miniature version of this)
• Trend Matrix

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

Defjnition »

» » »

Research Analysis Synthesis Realization

Sense intent Understand historical context Research trends Explore

• pportunity space

Discovering unmet needs Conduct ethnographic research to

• bserve behavior

Identify where people struggle Conduct secondary research Conduct primary research Understand context of unmet needs

• commercial

marketplace

• social/cultural

conditions

• physical envi-

ronment

• human expec-

tations Frame Insights Use creativity to generate new solutions to fulfjll unmet needs Problem Solving Generate Concepts Create concept prototypes Make Plans to go to market Defjne value proposition Create planning roadmap

Activities Deliverables

The Human-Centered Design Process (adjusted for Intro to Design)

Investigate the intended area of focus to determine if there is an opening for a new solution or if it is best to improve an existing design.

• Attribute Map (what we created)
• Concept Space Framing

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

Defjnition »

» » »

Research Analysis Synthesis Realization

Sense intent Understand historical context Research trends Explore

• pportunity space

Discovering unmet needs Conduct ethnographic research to

• bserve behavior

Identify where people struggle Conduct secondary research Conduct primary research Understand context of unmet needs

• commercial

marketplace

• social/cultural

conditions

• physical envi-

ronment

• human expec-

tations Frame Insights Use creativity to generate new solutions to fulfjll unmet needs Problem Solving Generate Concepts Create concept prototypes Make Plans to go to market Defjne value proposition Create planning roadmap

Activities Deliverables

The Human-Centered Design Process (adjusted for Intro to Design)

While people may recognize the current state of per- forming an activity may be challenging, they may not realize what they are missing.

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

Defjnition »

» » »

Research Analysis Synthesis Realization

Sense intent Understand historical context Research trends Explore

• pportunity space

Discovering unmet needs Conduct ethnographic research to

• bserve behavior

Identify where people struggle Conduct secondary research Conduct primary research Understand context of unmet needs

• commercial

marketplace

• social/cultural

conditions

• physical envi-

ronment

• human expec-

tations Frame Insights Use creativity to generate new solutions to fulfjll unmet needs Problem Solving Generate Concepts Create concept prototypes Make Plans to go to market Defjne value proposition Create planning roadmap

Activities Deliverables

The Human-Centered Design Process (adjusted for Intro to Design)

Understanding what people are doing fjrst hand reveals more than surveys and focus groups alone.

• Shadowing users conducting the activity
• Interviewing users about the activity
• Immersing yourself in the activity as the user

(we conducted two of these)

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

Defjnition »

» » »

Research Analysis Synthesis Realization

Sense intent Understand historical context Research trends Explore

• pportunity space

Discovering unmet needs Conduct ethnographic research to

• bserve behavior

Identify where people struggle Conduct secondary research Conduct primary research Understand context of unmet needs

• commercial

marketplace

• social/cultural

conditions

• physical envi-

ronment

• human expec-

tations Frame Insights Use creativity to generate new solutions to fulfjll unmet needs Problem Solving Generate Concepts Create concept prototypes Make Plans to go to market Defjne value proposition Create planning roadmap

Activities Deliverables

The Human-Centered Design Process (adjusted for Intro to Design)

Various forms of research help you to see where there is a gap between what people are trying to do and the tools available to achieve success.

• Key Learnings/Main Observations

(what we identifjed)

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

Defjnition »

» » »

Research Analysis Synthesis Realization

Sense intent Understand historical context Research trends Explore

• pportunity space

Discovering unmet needs Conduct ethnographic research to

• bserve behavior

Identify where people struggle Conduct secondary research Conduct primary research Understand context of unmet needs

• commercial

marketplace

• social/cultural

conditions

• physical envi-

ronment

• human expec-

tations Frame Insights Use creativity to generate new solutions to fulfjll unmet needs Problem Solving Generate Concepts Create concept prototypes Make Plans to go to market Defjne value proposition Create planning roadmap

Activities Deliverables

The Human-Centered Design Process (adjusted for Intro to Design)

There is overlap between Defjnition and Research phases with some iteration.

• Era Analysis
• Trend Matrix
• Competitive Landscape

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

Defjnition »

» » »

Research Analysis Synthesis Realization

Sense intent Understand historical context Research trends Explore

• pportunity space

Discovering unmet needs Conduct ethnographic research to

• bserve behavior

Identify where people struggle Conduct secondary research Conduct primary research Understand context of unmet needs

• commercial

marketplace

• social/cultural

conditions

• physical envi-

ronment

• human expec-

tations Frame Insights Use creativity to generate new solutions to fulfjll unmet needs Problem Solving Generate Concepts Create concept prototypes Make Plans to go to market Defjne value proposition Create planning roadmap

Activities Deliverables

The Human-Centered Design Process (adjusted for Intro to Design)

There is overlap between Defjnition and Research phases with some iteration.

• Era Analysis
• Trend Matrix
• Competitive Landscape

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

Defjnition »

» » »

Research Analysis Synthesis Realization

Sense intent Understand historical context Research trends Explore

• pportunity space

Discovering unmet needs Conduct ethnographic research to

• bserve behavior

Identify where people struggle Conduct secondary research Conduct primary research Understand context of unmet needs

• commercial

marketplace

• social/cultural

conditions

• physical envi-

ronment

• human expec-

tations Frame Insights Use creativity to generate new solutions to fulfjll unmet needs Problem Solving Generate Concepts Create concept prototypes Make Plans to go to market Defjne value proposition Create planning roadmap

Activities Deliverables

The Human-Centered Design Process (adjusted for Intro to Design)

Analysis is all about making sense

• ut of your research by putting

fjndings in context with existing conditions.

• Balanced Breakthroughs
• Experience Scenarios
• Value Web Diagramming

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

Defjnition »

» » »

Research Analysis Synthesis Realization

Sense intent Understand historical context Research trends Explore

• pportunity space

Discovering unmet needs Conduct ethnographic research to

• bserve behavior

Identify where people struggle Conduct secondary research Conduct primary research Understand context of unmet needs

• commercial

marketplace

• social/cultural

conditions

• physical envi-

ronment

• human expec-

tations Frame Insights Use creativity to generate new solutions to fulfjll unmet needs Problem Solving Generate Concepts Create concept prototypes Make Plans to go to market Defjne value proposition Create planning roadmap

Activities Deliverables

The Human-Centered Design Process (adjusted for Intro to Design)

Framing insights is accomplished by analyzing “why” you observed a specifjc activity taking place.

• Key learnings + context of unmet

needs = Insights (we will do this)

• Balanced Breakthroughs

(we will set our products in con- text of this model)

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

Defjnition »

» » »

Research Analysis Synthesis Realization

Sense intent Understand historical context Research trends Explore

• pportunity space

Discovering unmet needs Conduct ethnographic research to

• bserve behavior

Identify where people struggle Conduct secondary research Conduct primary research Understand context of unmet needs

• commercial

marketplace

• social/cultural

conditions

• physical envi-

ronment

• human expec-

tations Frame Insights Use creativity to generate new solutions to fulfjll unmet needs Problem Solving Generate Concepts Create concept prototypes Make Plans to go to market Defjne value proposition Create planning roadmap

Activities Deliverables

The Human-Centered Design Process (adjusted for Intro to Design)

Generating concepts allows you to formulate multiple possible solutions to meet needs.

• Blueprints/Sitemaps
• Ends/Means Synthesis
• Generic Design Strategies

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

Defjnition »

» » »

Research Analysis Synthesis Realization

Sense intent Understand historical context Research trends Explore

• pportunity space

Discovering unmet needs Conduct ethnographic research to

• bserve behavior

Identify where people struggle Conduct secondary research Conduct primary research Understand context of unmet needs

• commercial

marketplace

• social/cultural

conditions

• physical envi-

ronment

• human expec-

tations Frame Insights Use creativity to generate new solutions to fulfjll unmet needs Problem Solving Generate Concepts Create concept prototypes Make Plans to go to market Defjne value proposition Create planning roadmap

Activities Deliverables

The Human-Centered Design Process (adjusted for Intro to Design)

Always make sure you are solving a real problem for the user.

• Concept Evaluation
• Participatory Design
• Planning Hierarchy

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

Defjnition »

» » »

Research Analysis Synthesis Realization

Sense intent Understand historical context Research trends Explore

• pportunity space

Discovering unmet needs Conduct ethnographic research to

• bserve behavior

Identify where people struggle Conduct secondary research Conduct primary research Understand context of unmet needs

• commercial

marketplace

• social/cultural

conditions

• physical envi-

ronment

• human expec-

tations Frame Insights Use creativity to generate new solutions to fulfjll unmet needs Problem Solving Generate Concepts Create concept prototypes Make Plans to go to market Defjne value proposition Create planning roadmap

Activities Deliverables

The Human-Centered Design Process (adjusted for Intro to Design)

Brainstorming by writing down ideas is a quick way to get through the good, bad and ugly notions.

• Idea Descriptions (we will do this)
• Mind Map
• Scenario Planning

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

Defjnition »

» » »

Research Analysis Synthesis Realization

Sense intent Understand historical context Research trends Explore

• pportunity space

Discovering unmet needs Conduct ethnographic research to

• bserve behavior

Identify where people struggle Conduct secondary research Conduct primary research Understand context of unmet needs

• commercial

marketplace

• social/cultural

conditions

• physical envi-

ronment

• human expec-

tations Frame Insights Use creativity to generate new solutions to fulfjll unmet needs Problem Solving Generate Concepts Create concept prototypes Make Plans to go to market Defjne value proposition Create planning roadmap

Activities Deliverables

The Human-Centered Design Process (adjusted for Intro to Design)

It is critical to think through a concept to a level of detail to make sure the design will actually work.

• Concept Sketches (we will do this)
• User Experience Journeys (we will

do this)

• Wireframes

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

Defjnition »

» » »

Research Analysis Synthesis Realization

Sense intent Understand historical context Research trends Explore

• pportunity space

Discovering unmet needs Conduct ethnographic research to

• bserve behavior

Identify where people struggle Conduct secondary research Conduct primary research Understand context of unmet needs

• commercial

marketplace

• social/cultural

conditions

• physical envi-

ronment

• human expec-

tations Frame Insights Use creativity to generate new solutions to fulfjll unmet needs Problem Solving Generate Concepts Create concept prototypes Make Plans to go to market Defjne value proposition Create planning roadmap

Activities Deliverables

The Human-Centered Design Process (adjusted for Intro to Design)

Now that you have the “what” fjgured out, think about “how” you will go to market. What are the costs to produce? Are there any de- pendencies on existing products or infrastructure?

• Pricing & Positioning
• Product Lifecycle

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

Defjnition »

» » »

Research Analysis Synthesis Realization

Sense intent Understand historical context Research trends Explore

• pportunity space

Discovering unmet needs Conduct ethnographic research to

• bserve behavior

Identify where people struggle Conduct secondary research Conduct primary research Understand context of unmet needs

• commercial

marketplace

• social/cultural

conditions

• physical envi-

ronment

• human expec-

tations Frame Insights Use creativity to generate new solutions to fulfjll unmet needs Problem Solving Generate Concepts Create concept prototypes Make Plans to go to market Defjne value proposition Create planning roadmap

Activities Deliverables

The Human-Centered Design Process (adjusted for Intro to Design)

Its not enough to have a great idea or to have fulfjlled an unmet need. Explaining it’s value is imperative for success.

• Offering Pitch
• Value Proposition (we will do this)

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

Defjnition »

» » »

Research Analysis Synthesis Realization

Sense intent Understand historical context Research trends Explore

• pportunity space

Discovering unmet needs Conduct ethnographic research to

• bserve behavior

Identify where people struggle Conduct secondary research Conduct primary research Understand context of unmet needs

• commercial

marketplace

• social/cultural

conditions

• physical envi-

ronment

• human expec-

tations Frame Insights Use creativity to generate new solutions to fulfjll unmet needs Problem Solving Generate Concepts Create concept prototypes Make Plans to go to market Defjne value proposition Create planning roadmap

Activities Deliverables

The Human-Centered Design Process (adjusted for Intro to Design)

Often products are improved over

• time. Planning the enhancements

can drive adoption and long term viability.

• Business Concept Illustration
• Product Roadmap (we will do this)

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

Framing Insights

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

Framing Insights

Framing insights is accomplished by analyzing “why” you observed a specifjc activity taking place, revealing a deeper understanding of what is happening. A good insight will be actionable such that you can use it to begin to generate concepts for new solutions.

• Key learnings + context of unmet needs = Insights
• Set our product/service/experience in context of Balanced Breakthroughs model

There are advanced methods for framing insights which you will learn while at ID. This is a high-level fjrst pass to begin thinking in this way.

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

Framing Insights

Key Learning / Main Observation Context of Unmet Need / Conditions Insight Product is used in a certain way to achieve goal during some ac- tivity. Commercial Marketplace Social/Cultural Conditions Physical Environment Human Expectations Why people are using product to achieve goal. Paper Clip is used to pick teeth to remove food after eating. Commercial Marketplace: Toothpicks are available but not always when needed. Social/Cultural Conditions: Picking teeth is a discrete, semi- private activity. Physical Environment: User was eating at desk instead of dining table. Human Expectations: Using a paper clip is considered unsanitary. Desire and/or expectation to maintain hygiene becomes a habit. Habitual behavior

• vertakes rational logic and

social norms, motivating user to repurpose the paperclip to meet immediate need. Structure Example

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

The Paperclip in context of the Balanced Breakthroughs Model

Capabilities What’s next? Activities Industries

• Relies on physical

attribute of tension

• Discovery of behavior
• f material made

invention possible

• Cheap to produce
• Single material has

few to no dependencies

• n other materials or

suppliers

• No longer desirable but

taken for granted

• Valued for ability to be

repurposed

• Digitization of docu-

ments is diminishing frequency of use

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

Assignment

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau

Assignment: Present Research with Insights Reading

We will have a “milestone” round of presentations to summarize our work to this point. Your presentation will incorporate this week’s specifjc activity of framing insights. Here are your next steps:

• 1. Key learnings + conditions = Insights
• 2. Set product/service/experience in context of Balanced Breakthroughs model
• 3. Tie it all together in a presentation with one slide for each of the following:
• Defjnition of intended purpose
• Historical timeline
• Attribute Map
• Product/service/experience in context of Balanced Breakthroughs model
• Key Learnings + context of unmet needs = Insights

Presentations will be limited to four minutes. We will spend two minutes on critique. Caplan, Ralph, “A Pride of Camels” from By Design, 2005, Fairchild Publications, ISBN: 1-56367-349-5

Graduate Introduction to Design 01 ID481-001 Fall 2010 Jeffery Mau