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Design Synthesis

Jon Kolko
Director & Founder, Austin Center for Design
0/     Today
         What is Synthesis, and why is it important?
         As a group, we will examine a very large amount of theory
         pertaining to synthesis, and that data will be put in the context of
         information through examples and diagrams.

         What are methods I can use?
         In groups, we will have the opportunity to apply methods to
         produce shared knowledge and to integrate these methods into
         existing working processes.

         Let’s try it: Method – Process Flow Diagramming

         Let’s try it: Method – Concept Mapping

         Let’s try it: Method – Insight Combination

         Let’s try it: Method – Reframing

         How can I use this in my life?
         As a large group, we will discuss these methods and consider when
         these methods are most applicable and actionable in our respective
         jobs and lives.




2 | 2/1/2012 | CONFIDENTIAL
1/    Theory




3 | 2/1/2012 | CONFIDENTIAL
Well-                   Ill-
       Structured             Structured    Wicked
       Problems               Problems     Problems




4 | 2/1/2012 | CONFIDENTIAL
Well-                           Ill-
       Structured                     Structured                    Wicked
       Problems                       Problems                     Problems

 In a well structured problem, all of these are true:

 We can test our solution.
 We can identify problem, goal, and interim states.
 We can identify solution steps.
 We can identify domain knowledge.
 We can solve the problem while obeying the laws of nature.
 We can solve the problem using only practical levels of effort.

 Herb Simon, 1973




5 | 2/1/2012 | CONFIDENTIAL
Well-                          Ill-
       Structured                    Structured                 Wicked
       Problems                      Problems                  Problems

 In an ill-structured problem, some of these are true:

 We cannot test our solution, or cannot test it easily.
 We cannot easily identify problem, goal, or interim states.
 We cannot identify all of the solution steps.
 We cannot identify domain knowledge (it may be tacit).
 We may be constrained by the laws of nature.
 Solutioning may outweigh practical efforts.

 Herb Simon, 1973




6 | 2/1/2012 | CONFIDENTIAL
Well-                          Ill-
       Structured                    Structured                         Wicked
       Problems                      Problems                          Problems

 In a wicked problem, the following are true:

 Wicked problems have no definitive formulation.
 Wicked problems have no criteria upon which to determine “solving”.
 Solutions to wicked problems can only be good or bad.
 There are no complete list of applicable "moves" for a solution.
 There are always more than one explanation for a wicked problem.
 Every wicked problem is a symptom of another problem.
 No solution of a wicked problem has a definitive, scientific test.
 Every wicked problem is unique.

 Horst Rittel, 1973

7 | 2/1/2012 | CONFIDENTIAL
Well-                   Ill-
       Structured             Structured          Wicked
       Problems               Problems           Problems

                        Designers solve problems.
              Design Synthesis is the formal approach we use.




8 | 2/1/2012 | CONFIDENTIAL
Ethnography          Synthesis   Prototyping




9 | 2/1/2012 | CONFIDENTIAL
Ethnography                   Synthesis        Prototyping


 Immersion – gathering data and                    Hypothesis validation through
 understanding of a unique situation               generative form giving




        Synthesis is the process of making meaning through
              abductive sensemaking and reframing.




10 | 2/1/2012 | CONFIDENTIAL
Ethnography                   Synthesis        Prototyping


 Immersion – gathering data and                    Hypothesis validation through
 understanding of a unique situation               generative form giving




        Synthesis is the process of making meaning through
              abductive sensemaking and reframing.




11 | 2/1/2012 | CONFIDENTIAL
deductive       inductive   abductive




12 | 2/1/2012 | CONFIDENTIAL
Jon is a Designer.
    All Designers are Arrogant Bastards.
   Therefore, Jon is an Arrogant Bastard.




               deductive                    inductive   abductive

     The output is guaranteed to be true,
            if the premise is true.




13 | 2/1/2012 | CONFIDENTIAL
All of the designers I’ve ever seen wear
                   Jon is a Designer.
                                                          black t-shirts.
    All Designers are Arrogant Bastards.
                                            Therefore, the next designer I will see
   Therefore, Jon is an Arrogant Bastard.      will be wearing a black t-shirt.




               deductive                             inductive                         abductive

     The output is guaranteed to be true,            Gives good evidence
            if the premise is true.                that a conclusion is true.




14 | 2/1/2012 | CONFIDENTIAL
When a designer works on a project,
                                                                                       they often draw diagrams of things. It
                                                                                       seems to help them learn about a new
                                                                                                       topic.
                                                                                         I’ve seen grade school students
                                                                                        struggle to learn complex topics of
                                            All of the designers I’ve ever seen wear             math or science.
                   Jon is a Designer.
                                                          black t-shirts.
                                                                                        I can abduct that students might be
    All Designers are Arrogant Bastards.
                                            Therefore, the next designer I will see        able to learn better by drawing
   Therefore, Jon is an Arrogant Bastard.      will be wearing a black t-shirt.           diagrams in a classroom setting.




               deductive                             inductive                               abductive

     The output is guaranteed to be true,            Gives good evidence               The argument from best explanation,
            if the premise is true.                that a conclusion is true.            depending on circumstances and
                                                                                                   experience




15 | 2/1/2012 | CONFIDENTIAL
Ethnography                   Synthesis        Prototyping


 Immersion – gathering data and                    Hypothesis validation through
 understanding of a unique situation               generative form giving




        Synthesis is the process of making meaning through
              abductive sensemaking and reframing.




16 | 2/1/2012 | CONFIDENTIAL
Ethnography                   Synthesis        Prototyping


 Immersion – gathering data and                    Hypothesis validation through
 understanding of a unique situation               generative form giving




        Synthesis is the process of making meaning through
              abductive sensemaking and reframing.




17 | 2/1/2012 | CONFIDENTIAL
David Snowden




                               Karl Weick




                               Robert Hoffman




18 | 2/1/2012 | CONFIDENTIAL
David Snowden
                               “We have found that [our sensemaking framework]            The use of narrative to describe what might
                               helps people to break out of old ways of thinking and to   be, by embracing a “what if” style thinking
                               consider intractable problems in new ways… it is
                               designed to allow shared understandings to emerge          A collaborative process, valuable for early
                               through the multiple discourses of the decision-making     stages of problem solving
                               group.”




                               Karl Weick




                               Robert Hoffman




19 | 2/1/2012 | CONFIDENTIAL
David Snowden
                               “We have found that [our sensemaking framework]              The use of narrative to describe what might
                               helps people to break out of old ways of thinking and to     be, by embracing a “what if” style thinking
                               consider intractable problems in new ways… it is
                               designed to allow shared understandings to emerge            A collaborative process, valuable for early
                               through the multiple discourses of the decision-making       stages of problem solving
                               group.”




                               Karl Weick
                               “Sensemaking is, importantly, an issue of language,          The use of spoken language to describe
                               talk, and communication. Situations, organizations, and      what might be
                               environments are talked into existence… Sensemaking
                               is about the interplay of action and interpretation rather   A collaborative process that is effective for
                               than the influence of evaluation on choice.”                 growth and planning




                               Robert Hoffman




20 | 2/1/2012 | CONFIDENTIAL
David Snowden
                               “We have found that [our sensemaking framework]              The use of narrative to describe what might
                               helps people to break out of old ways of thinking and to     be, by embracing a “what if” style thinking
                               consider intractable problems in new ways… it is
                               designed to allow shared understandings to emerge            A collaborative process, valuable for early
                               through the multiple discourses of the decision-making       stages of problem solving
                               group.”




                               Karl Weick
                               “Sensemaking is, importantly, an issue of language,          The use of spoken language to describe
                               talk, and communication. Situations, organizations, and      what might be
                               environments are talked into existence… Sensemaking
                               is about the interplay of action and interpretation rather   A collaborative process that is effective for
                               than the influence of evaluation on choice.”                 growth and planning




                               Robert Hoffman
                               “By sensemaking, modern researchers seem to mean             A process of connection making and
                               something different from creativity, comprehension,          socialization that occurs over an extended
                               curiosity, mental modeling, explanation, or situational      period of time.
                               awareness... Sensemaking is a motivated, continuous
                               effort to understand connections (which can be among         Both a personal process and a shared
                               people, places, and events) in order to anticipate their     process.
                               trajectories and act effectively.”



21 | 2/1/2012 | CONFIDENTIAL
Ethnography                   Synthesis        Prototyping


 Immersion – gathering data and                    Hypothesis validation through
 understanding of a unique situation               generative form giving




        Synthesis is the process of making meaning through
              abductive sensemaking and reframing.




22 | 2/1/2012 | CONFIDENTIAL
Ethnography                   Synthesis             Prototyping




                               It’s a process of learning.




23 | 2/1/2012 | CONFIDENTIAL
Ethnography               Synthesis                     Prototyping




      Data                               Information            Knowledge         Wisdom




                                     ?                      ?                 ?


                               Making Meaning            Experience         Gaining
                                 out of Data           Frameworking         Empathy




24 | 2/1/2012 | CONFIDENTIAL
“It would be great if this thing was a lot bigger”
                                                             :(




                  “It’s too big, why can’t they just make it smaller?”

Data                            Information   Knowledge   Wisdom




 25 | 2/1/2012 | CONFIDENTIAL

                                                                    25
Data                              Information          Knowledge        Wisdom



                               Making Meaning          Experience       Gaining
                                 out of Data         Frameworking       Empathy




26 | 2/1/2012 | CONFIDENTIAL
Data                             Information          Knowledge        Wisdom



                               Making Meaning          Experience       Gaining
                                 out of Data         Frameworking       Empathy




27 | 2/1/2012 | CONFIDENTIAL
Data                                Information          Knowledge        Wisdom



                                 Making Meaning          Experience       Gaining
                                   out of Data         Frameworking       Empathy




                                        1.
                 Externalize the Process – Get out of your laptop.




28 | 2/1/2012 | CONFIDENTIAL
Data                             Information          Knowledge        Wisdom



                               Making Meaning          Experience       Gaining
                                 out of Data         Frameworking       Empathy




                                     2.
                               Make diagrams.




29 | 2/1/2012 | CONFIDENTIAL
Data                             Information          Knowledge        Wisdom



                               Making Meaning          Experience       Gaining
                                 out of Data         Frameworking       Empathy




                                       3.
                               Interpret. Heavily.




30 | 2/1/2012 | CONFIDENTIAL
Data                                  Information          Knowledge        Wisdom



                                  Making Meaning            Experience       Gaining
                                    out of Data           Frameworking       Empathy


                                     Methods:

                                 affinity diagramming
                                  hierarchy creation
                                flow diagramming
                                scenario development




31 | 2/1/2012 | CONFIDENTIAL
Data                             Information          Knowledge        Wisdom



                               Making Meaning          Experience       Gaining
                                 out of Data         Frameworking       Empathy




32 | 2/1/2012 | CONFIDENTIAL
Data                             Information          Knowledge        Wisdom



                               Making Meaning          Experience       Gaining
                                 out of Data         Frameworking       Empathy




                                       1.
                                  Tell a story




33 | 2/1/2012 | CONFIDENTIAL
Data                                                    Information          Knowledge        Wisdom



                                                      Making Meaning          Experience       Gaining
                                                        out of Data         Frameworking       Empathy




                          Warmth

                   Multisensory
                                                  2.
    Atmosphere and Culture
                                        Change your perspective
   Sitting on a Comfy Couch

  Comfortable Living Room


                                    A Cup of Coffee

       Freshly Ground Coffee

                          Grinder

       Roasted Coffee Beans

          Green Coffee Beans

                     Coffee Tree

34 | 2/1/2012 | CONFIDENTIAL
Data                                                              Information                                     Knowledge                     Wisdom



                                                    Making Meaning                                      Experience                            Gaining
                                                      out of Data                                     Frameworking                            Empathy




                                                           3.
                                                   Shift the context                                                                                   A product,
                                                                                                                                                becoming another product




                                                                        A product,                                       A product,                   A product,
                                                                  not working as intended                        being passed down to a new         being upgraded
                                                                                                                         generation




             A product,           A product,        A product,          A product,             A product,                A product,                    A product,
          being assembled      being purchased   being unpacked         being used           becoming worn               becoming                   being discarded
                                                   and set up                                  and loved                  obsolete




                                                   A product                                     A product,
                                                   accessory                                that was misplaced
35 | 2/1/2012 | CONFIDENTIAL
Data                             Information          Knowledge        Wisdom



                               Making Meaning          Experience       Gaining
                                 out of Data         Frameworking       Empathy


                                                      Methods:

                                                  concept mapping
                                                    temporal zoom
                                                    semantic zoom
                                                     storyboarding




36 | 2/1/2012 | CONFIDENTIAL
Data                             Information          Knowledge        Wisdom



                               Making Meaning          Experience       Gaining
                                 out of Data         Frameworking       Empathy




37 | 2/1/2012 | CONFIDENTIAL
Data                                Information          Knowledge        Wisdom



                                  Making Meaning          Experience       Gaining
                                    out of Data         Frameworking       Empathy




                                         1.
                               Consider a provocation




38 | 2/1/2012 | CONFIDENTIAL
Data                                Information          Knowledge        Wisdom



                                  Making Meaning          Experience       Gaining
                                    out of Data         Frameworking       Empathy




                                          2.
                               Force a constraint-shift




39 | 2/1/2012 | CONFIDENTIAL
Data                                 Information          Knowledge        Wisdom



                                  Making Meaning          Experience       Gaining
                                    out of Data         Frameworking       Empathy




                                         3.
                               Make fun of everything




40 | 2/1/2012 | CONFIDENTIAL
Data                             Information          Knowledge        Wisdom



                               Making Meaning          Experience       Gaining
                                 out of Data         Frameworking       Empathy


                                                                      Methods:

                                                                    reframing
                                                                insight combination
                                                                 participatory design




41 | 2/1/2012 | CONFIDENTIAL
2/    Methods




42 | 2/1/2012 | CONFIDENTIAL
The Story So Far…
 Your colleague, Melvin, has abruptly decided to go back to
 school to fulfill his lifelong dream of becoming a
 Taxidermist. Melvin had just finished the research phase of
 a project with a large client, and all of his work on the
 project – is gone. The only thing left are some insights he’s
 extracted and a few of his notes, scribbled quickly.

 You’ve been assigned to the project, but no one seems to
 have any background information about what he was doing;
 it’s up to you to take what Melvin started and then move
 the project forward.




43 | 2/1/2012 | CONFIDENTIAL
Process Flow Diagrams




44 | 2/1/2012 | CONFIDENTIAL
A Process Flow is…
                               A set of steps, and the sequencing of the steps,
                                    intended to produce a desired result.




45 | 2/1/2012 | CONFIDENTIAL
A Process Flow Diagram visualizes behavior, in a
                      representational format, over time.

          An informal scenario flow diagram:                         A formal process or data flow diagram:

          1. Indicates the relationship and order of actions         1. Indicates logical decision points
          2. Shows major interface states                            2. Articulates major data containers, and paths in and
          3. Helps to visualize the “whole”, as well as proximity       out of those containers
             to the whole                                            3. Can be used by engineers as an input into coding
          4. Abstracts logical relationships in favor of linearity      and architecture development




46 | 2/1/2012 | CONFIDENTIAL
An Informal Scenario-Flow Diagram
         describes progress, steps, relationships, and order.


                                                   Phone
                               Phone    User
         1                     Rings   Answers
                                                    Stops
                                                   Ringing




                                                   Phone
         2                     Phone
                               Rings
                                       Voicemail
                                       Answers
                                                    Stops
                                                   Ringing



47 | 2/1/2012 | CONFIDENTIAL
A formal Process Flow Diagram show logical decision
                  points, accurate flow, and order.


                                         Is ringer
                          Call is                      No
                                          turned                             Voice mail picks up
                          placed            on?


                                               Yes                    Yes



                                                            No   Is ring =        Call is
                                    Phone rings (ring+1)
                                                                    #4?            over


                                          Does         No
                                           user
                                         answer?


                                               Yes
48 | 2/1/2012 | CONFIDENTIAL
Creating a Process Flow Diagram
                                    is an f’in pain in the ass.

          1. List entities (objects, people – the “nouns” of   5. Begin with a walkthrough, sketching each step in a
             the system) and operators (actions – the             high-level flow (10 hours)
             “verbs” of the system) (2 hours)
                                                               6. Fill in the rest of the structure, revising the main
          2. Define things to be counted or incremented           flow as necessary (20 hours)
             (1 hour)
                                                               7. Reorganize, visually, to create a coherent overall
          3. Define boundary conditions (beginning and            structure (20 hours)
             ending, as well as sub-flows or sub-processes)
             (1 hour)                                          8. Use visual design to clarify and make the content
                                                                  more accessible (10 hours)
          4. List primary actions necessary to achieve
             boundary condition (3 hours)




49 | 2/1/2012 | CONFIDENTIAL
The Story So Far…                                               Let’s try it…
 Your colleague, Melvin, has abruptly decided to go back to      In groups, using Melvin’s notes, create a formal
 school to fulfill his lifelong dream of becoming a              process flow diagram of a piece of the task that
 Taxidermist. Melvin had just finished the research phase of     Melvin was studying.
 a project with a large client, and all of his work on the
 project – is gone. The only thing left are some insights he’s   1. List entities (objects, people – the “nouns” of the
 extracted and a few of his notes, scribbled quickly.               system) and operators (actions – the “verbs” of the
                                                                    system)
 You’ve been assigned to the project, but no one seems to
 have any background information about the project; it’s up      2. Define things to be counted or incremented
 to you to take what Melvin started and then move the
 project forward.                                                3. Define boundary conditions (beginning and ending,
                                                                    as well as sub-flows or sub-processes)

                                                                 4. List primary actions necessary to achieve boundary
                                                                    condition

                                                                 5. Begin with a walkthrough, sketching each step in a
                                                                    high-level flow

                                                                 6. Fill in the rest of the structure, revising the main
                                                                    flow as necessary

                                                                 7. Reorganize, visually, to create a coherent overall
                                                                    structure

                                                                 8. Use visual design to clarify and make the content
                                                                    more accessible


50 | 2/1/2012 | CONFIDENTIAL
Concept Mapping




51 | 2/1/2012 | CONFIDENTIAL
A Map is…
                                    A representation of a system,
                               intended to help someone find their way




52 | 2/1/2012 | CONFIDENTIAL
A Concept Map is a representation of a system.
                     It sacrifices accuracy for comprehensibility.

          1. Visualizes both the forest and the trees (breadth      5. Is visual (a tool for perception)
             and depth)                                             6. Is semantic (a tool for cognition)
          2. Rarely has a “beginning” and “end”                     7. Frequently represents the user’s mental model of a
          3. Helps people find their way (it’s a map, after all):      how a system might work
             provides direction and instruction                     8. Can also represent the designer’s manifest model
          4. Forces selectivity, abstraction, prioritization and       of how a system might appear
             hierarchy




53 | 2/1/2012 | CONFIDENTIAL
Baseball




                                 2-Team Sport
                                         played by




Offensive Team                                                        Defensive Team                         Innings                      Infield
                                                                                consists of
          consists of




                        Runner      Catcher           Left Fielder        Short Stop          1st Baseman   Pitcher               Mound   Home Plate
                                                                                                                      stands on
                                                     Right Fielder                            2nd Baseman


                                                     Center Fielder                           3rd Baseman
                                                                                                            throws




54 | 2/1/2012 | CONFIDENTIAL
Nodes (nouns) are main branches
                                                                                                                Baseball




                                  2-Team Sport
                                          played by




Offensive Team                                                         Defensive Team                         Innings                      Infield
                                                                                 consists of
           consists of




                         Runner      Catcher           Left Fielder        Short Stop          1st Baseman   Pitcher               Mound   Home Plate
                                                                                                                       stands on
                                                      Right Fielder                            2nd Baseman


                                                      Center Fielder                           3rd Baseman
                                                                                                             throws




55 | 2/1/2012 | CONFIDENTIAL
Actions (verbs) link the nodes
                                                                                                               Baseball




                                 2-Team Sport
                                         played by




Offensive Team                                                        Defensive Team                         Innings                      Infield
                                                                                consists of
          consists of




                        Runner      Catcher           Left Fielder        Short Stop          1st Baseman   Pitcher               Mound   Home Plate
                                                                                                                      stands on
                                                     Right Fielder                            2nd Baseman


                                                     Center Fielder                           3rd Baseman
                                                                                                            throws




56 | 2/1/2012 | CONFIDENTIAL
Concept Map




57 | 2/1/2012 | CONFIDENTIAL
Concept Map




58 | 2/1/2012 | CONFIDENTIAL
Creating a Concept Map should be rigorous –
                          after all, you are taming complexity!

          1. Create a matrix showing the relations of terms:          2. Decide on main branches of the map, based on
             (10 hours)                                                  frequency of connections as well as common sense
                                                                         (2 hours)
                     •     List terms. Identify the main elements
                           that make up the system; lean on your      3. Fill in the rest of the structure, in order to represent
                           contextual research to understand the         all of the elements in the system (5 hours)
                           words that matter to the users the most.
                     •     Create empty matrix, plotting the words    4. Use visual design to clarify and make the content
                           against themselves.                           more accessible (10 hours)
                     •     Identify relationships; these are
                           qualitative and require interpretation.




59 | 2/1/2012 | CONFIDENTIAL
For example…
                                   Making a concept map of Thinktiv.
                                                                            Project
                                Infinity     Sharespost    Friday Beers
                                                                          Management



                               Big Geek     Technologist    Roadmaps       Strategist




                               Redlines     Team Lunches     Sarcasm      Visual Design



                               Creativity      Clients     Steve Waters    Photoshop




                               Billable     Happy Hours    Whiteboards       Mobile



60 | 2/1/2012 | CONFIDENTIAL
Team Lunches



                                                                                                                                                            Visual Design
                                                        Management




                                                                                                                                                                                                   Steve Waters
                                                                                 Technologist




                                                                                                                                                                                                                                         Happy Hours

                                                                                                                                                                                                                                                       Whiteboards
                                         Friday Beers
                            Sharespost




                                                                                                                                                                                                                  Photoshop
                                                                                                Roadmaps

                                                                                                           Strategist




                                                                                                                                                                            Creativity
                                                                      Big Geek




                                                                                                                        Redlines



                                                                                                                                                  Sarcasm




                                                                                                                                                                                                                              Billable
                 Infinity




                                                            Project




                                                                                                                                                                                         Clients




                                                                                                                                                                                                                                                                     Mobile
      Infinity

  Sharespost

 Friday Beers
    Project
Management
    Big Geek

 Technologist

   Roadmaps

   Strategist

    Redlines

Team Lunches

    Sarcasm

Visual Design

    Creativity

      Clients

Steve Waters

  Photoshop

     Billable

 Happy Hours

 Whiteboards

      Mobile
Team Lunches



                                                                                                                                                            Visual Design
                                                        Management




                                                                                                                                                                                                   Steve Waters
                                                                                 Technologist




                                                                                                                                                                                                                                         Happy Hours

                                                                                                                                                                                                                                                       Whiteboards
                                         Friday Beers
                            Sharespost




                                                                                                                                                                                                                  Photoshop
                                                                                                Roadmaps

                                                                                                           Strategist




                                                                                                                                                                            Creativity
                                                                      Big Geek




                                                                                                                        Redlines



                                                                                                                                                  Sarcasm




                                                                                                                                                                                                                              Billable
                 Infinity




                                                            Project




                                                                                                                                                                                         Clients




                                                                                                                                                                                                                                                                     Mobile
      Infinity

  Sharespost

 Friday Beers
    Project
Management
    Big Geek

 Technologist

   Roadmaps

   Strategist

    Redlines

Team Lunches

    Sarcasm

Visual Design

    Creativity

      Clients

Steve Waters

  Photoshop

     Billable

 Happy Hours

 Whiteboards

      Mobile
Team Lunches



                                                                                                                                                            Visual Design
                                                        Management




                                                                                                                                                                                                   Steve Waters
                                                                                 Technologist




                                                                                                                                                                                                                                         Happy Hours

                                                                                                                                                                                                                                                       Whiteboards
                                         Friday Beers
                            Sharespost




                                                                                                                                                                                                                  Photoshop
                                                                                                Roadmaps

                                                                                                           Strategist




                                                                                                                                                                            Creativity
                                                                      Big Geek




                                                                                                                        Redlines



                                                                                                                                                  Sarcasm




                                                                                                                                                                                                                              Billable
                 Infinity




                                                            Project




                                                                                                                                                                                         Clients




                                                                                                                                                                                                                                                                     Mobile
      Infinity

  Sharespost

 Friday Beers
    Project
Management
    Big Geek

 Technologist

   Roadmaps

   Strategist

    Redlines

Team Lunches

    Sarcasm

Visual Design

    Creativity

      Clients

Steve Waters

  Photoshop

     Billable

 Happy Hours

 Whiteboards

      Mobile
Thinktiv



                                                                       is made up of




                                                              employees


                                                                       with titles like




                               Strategist                    Technologist                         Visual Designer




                                              who get paid for their                        who need to remain


                                        creativity                                     billable




64 | 2/1/2012 | CONFIDENTIAL
Thinktiv



                                                                                       is made up of




              roadmaps                                                        employees


                                                                                       with titles like




                               creates
                                               Strategist                    Technologist                         Visual Designer
                                                                                                                                    creates



                         who may be named                     who get paid for their                        who need to remain


            Steve Waters                                creativity                                     billable                         redlines




                 who has an abundance of




                                         sarcasm
65 | 2/1/2012 | CONFIDENTIAL
Thinktiv



                                                                                       is made up of




              roadmaps                                                        employees


                                                                                       with titles like




                               creates
                                               Strategist                    Technologist                         Visual Designer
                                                                                                                                    creates



                         who may be named                     who get paid for their                        who need to remain


            Steve Waters                                creativity                                     billable                         redlines




                 who has an abundance of




                                         sarcasm
66 | 2/1/2012 | CONFIDENTIAL
The Story So Far…                                               Let’s try it…
 Your colleague, Melvin, has abruptly decided to go back to      Using the words from Melvin’s notes, and your
 school to fulfill his lifelong dream of becoming a              process diagrams, construct a matrix of terms, and
 Taxidermist. Melvin had just finished the research phase of     produce a concept map that illustrates the system-
 a project with a large client, and all of his work on the       view of Melvin’s work.
 project – is gone. The only thing left are some insights he’s
 extracted and a few of his notes, scribbled quickly.            1. Create a matrix showing the relations of terms:

 You’ve been assigned to the project, but no one seems to               •   List terms. Identify the main elements that
 have any background information about the project; it’s up                 make up the system; lean on your contextual
 to you to take what Melvin started and then move the                       research to understand the words that
 project forward.                                                           matter to the users the most.
                                                                        •   Create empty matrix, plotting the words
                                                                            against themselves.
                                                                        •   Identify relationships; these are qualitative
                                                                            and require interpretation.

                                                                 2. Decide on main branches of the map, based on
                                                                    frequency of connections as well as common sense

                                                                 3. Fill in the rest of the structure, in order to represent
                                                                    all of the elements in the system

                                                                 4. Use visual design to clarify and make the content
                                                                    more accessible




67 | 2/1/2012 | CONFIDENTIAL
Insight Combination




68 | 2/1/2012 | CONFIDENTIAL
Design patterns describe…
                                  “possible good solutions to a common design problem
                               within a certain context, by describing the invariant qualities
                                                   of all those solutions”

                                                          Tidwell




69 | 2/1/2012 | CONFIDENTIAL
Insight Combination is a method of building on
         established design patterns in order to create initial
                           design ideas.
          1. Forces a detailed examination, and organization,       4. Allows for the combination of existing paradigms
             of each individual insight                                with new and novel ideas (it’s a generative design
          2. Is divergent, in that it actively produces new ideas      activity)
             and expands the entire set of insights                 5. Takes advantage of the personal experiences
          3. Pushes ideas forward in a nonlinear fashion,              of the designers and investigators
             jumping over the expected to arrive at the             6. Takes advantage of established design patterns
             unexpected




70 | 2/1/2012 | CONFIDENTIAL
I saw this + I know this = Insight




71 | 2/1/2012 | CONFIDENTIAL
I saw this + I know this = Insight
Data gathered through
ethnography, contextual
inquiry, questionnaires,
and interviews




72 | 2/1/2012 | CONFIDENTIAL
I saw this + I know this = Insight
Data gathered through          Guided by ethics & morals,
ethnography, contextual        intellectual prowess, and the
inquiry, questionnaires,       accumulation of world view
and interviews                 and breadth of experience




73 | 2/1/2012 | CONFIDENTIAL
I saw this + I know this = Insight
Data gathered through          Guided by ethics & morals,      Clear, deep,
ethnography, contextual        intellectual prowess, and the   meaningful perception
inquiry, questionnaires,       accumulation of world view      into a particular
and interviews                 and breadth of experience       design context




74 | 2/1/2012 | CONFIDENTIAL
I saw this + I know this = Insight + Design Pattern = Design Idea
Data gathered through          Guided by ethics & morals,      Clear, deep,
ethnography, contextual        intellectual prowess, and the   meaningful perception
inquiry, questionnaires,       accumulation of world view      into a particular
and interviews                 and breadth of experience       design context




75 | 2/1/2012 | CONFIDENTIAL
I saw this + I know this = Insight + Design Pattern = Design Idea
Data gathered through          Guided by ethics & morals,      Clear, deep,            A trending paradigm that describes
ethnography, contextual        intellectual prowess, and the   meaningful perception   invariant qualities, referencing
inquiry, questionnaires,       accumulation of world view      into a particular       history and similar solutions
and interviews                 and breadth of experience       design context




76 | 2/1/2012 | CONFIDENTIAL
I saw this + I know this = Insight + Design Pattern = Design Idea
Data gathered through          Guided by ethics & morals,      Clear, deep,            A trending paradigm that describes   A new, creative concept,
ethnography, contextual        intellectual prowess, and the   meaningful perception   invariant qualities, referencing     somewhat facilitated by
inquiry, questionnaires,       accumulation of world view      into a particular       history and similar solutions        existing design paradigms
and interviews                 and breadth of experience       design context




77 | 2/1/2012 | CONFIDENTIAL
Insight Combination…
                               … with boring old enterprise configuration software …




78 | 2/1/2012 | CONFIDENTIAL
Interaction12 Workshop by Jon Kolko: Design Synthesis
Interaction12 Workshop by Jon Kolko: Design Synthesis
I saw this + I know this = Insight + Design Pattern = Design Idea
Data gathered through          Guided by ethics & morals,      Clear, deep,            A trending paradigm that describes   A new, creative concept,
ethnography, contextual        intellectual prowess, and the   meaningful perception   invariant qualities, referencing     somewhat facilitated by
inquiry, questionnaires,       accumulation of world view      into a particular       history and similar solutions        existing design paradigms
and interviews                 and breadth of experience       design context




81 | 2/1/2012 | CONFIDENTIAL
This method takes time, and more importantly, takes
                  emotional energy and focus.

          1. Begin to identify insights in the data you’ve          3. Start to combine insights and design patterns to
             gathered by combining an observation (I saw this)         create design ideas by mingling the blue and yellow
             with your knowledge (I know this); write the              post-its, moving them around physically, and
             insights on yellow post-it notes. Reference the line      actively reflecting on potential combinations. When
             numbers from any applicable transcripts, and give         a combination makes sense and generates a design
             each yellow post-it note a unique numeric ID.             idea, write it in a green post-it note. Give each
             (10+ hours)                                               green post-it note a unique design idea ID
                                                                       (referencing both the yellow and blue notes above).
          2. Identify design patterns that are relevant to the         (40+ hours)
             discipline you are designing for. Ideally, you begin
             to keep a design pattern library. Write the patterns   4. Once you are almost “done” (usually when you’ve
             on blue post-it notes. Give each blue post-it note a      nearly run out of time and money), log the entire
             unique letter ID. (2+ hours)                              set into a spreadsheet. (3 hours)

                                                                    5. Finally, pick the top ideas and start to sketch them.
                                                                       (3 hours)

                                                                    Now, you can always trace any design idea back to an
                                                                    insight, and ultimately, back to a nugget of user data.




82 | 2/1/2012 | CONFIDENTIAL
The Story So Far…                                               Let’s try it…
 Your colleague, Melvin, has abruptly decided to go back to      In groups, combine insights with design patterns to
 school to fulfill his lifelong dream of becoming a              produce design ideas.
 Taxidermist. Melvin had just finished the research phase of
 a project with a large client, and all of his work on the       1. Begin to identify insights in the data Melvin has
 project – is gone. The only thing left are some insights he’s      gathered by combining an observation (I saw this)
 extracted and a few of his notes, scribbled quickly.               with your knowledge (I know this); write the
                                                                    insights on yellow post-it notes. Reference the line
 You’ve been assigned to the project, but no one seems to           numbers from any applicable transcripts, and give
 have any background information about the project; it’s up         each yellow post-it note a unique numeric ID.
 to you to take what Melvin started and then move the
 project forward.                                                2. Identify design patterns that may or may not be
                                                                    relevant to the discipline Melvin was designing for.
                                                                    Ideally, you begin to keep a design pattern library.
                                                                    Write the patterns on blue post-it notes. Give each
                                                                    blue post-it note a unique letter ID.

                                                                 3. Start to combine insights and design patterns to
                                                                    create design ideas by mingling the blue and yellow
                                                                    post-its, moving them around physically, and
                                                                    actively reflecting on potential combinations. When
                                                                    a combination makes sense and generates a design
                                                                    idea, write it in a green post-it note. Give each
                                                                    green post-it note a unique design idea ID
                                                                    (referencing both the yellow and blue notes above).




83 | 2/1/2012 | CONFIDENTIAL
Reframing




84 | 2/1/2012 | CONFIDENTIAL
A frame is a perspective or viewpoint:
                                         “Even though frames define what count as data,
                                             they themselves actually shape the data
                                      (for example, a house fire will be perceived differently
                                               by the homeowner, the fire fighters,
                                                   and the arson investigator).”

                                                     Klein, Moon & Hoffman




85 | 2/1/2012 | CONFIDENTIAL
Reframing is a method of shifting semantic perspective
                  in order to see things in a
                           new way.
          1. “Re-embeds” a product, system or service in a   4. Is primarily semantic (a tool for cognition)
             new (and not necessarily logical) context
                                                             5. Encourages empathy
          2. Explores associations and hidden links
             to and from the center of focus                 6. Forces understanding of the various touchpoints

          3. Posits a “what if” scenario implicitly          7. Identifies implications and insights




86 | 2/1/2012 | CONFIDENTIAL
Consider a toothbrush …




87 | 2/1/2012 | CONFIDENTIAL
environment              perspective   embodiment

                  in the bathroom      consumer      object




88 | 2/1/2012 | CONFIDENTIAL
environment                               perspective                                         embodiment

              in the bathroom                             consumer                                                object




reframed in a new environment:   primary user goal:                  implications and insights:

                                                                      Teeth cleaning should allow for a way to quickly get pieces
 In the kitchen                   Remove food
                                                                      out of hard to reach places, and shouldn’t require a mirror

                                                                      Provide a way to quickly and nonchalantly freshen breath in
 In an airplane                   Remove smells
                                                                      close quarters and without being offensive to other passengers

                                  Remove lettuce before               Teeth cleaning should include some form of sharp picking
 At a conference
                                  giving a talk                       object, and should clearly indicate when you missed a chunk
environment                                perspective                                            embodiment

              in the bathroom                                    consumer                                                object




reframed from a new perspective:   primary user goal:                       implications and insights:

                                    Effectively clean teeth and              Teeth cleaning should be as rigorous as possible, and should
 Dentist
                                    prevent future problems                  be “future proof” for some period of time

                                                                             Teeth cleaning should have as small a disposal footprint as
 Hotel Housekeeper                  Clean the hotel room
                                                                             possible, and shouldn’t generate any extra work, trash, or waste

                                    Avoid looking at                         There should be a way to casually alert the date that they have
 Blind Date
                                    spinach-in-teeth all night               something nasty in their teeth.
environment                            perspective                                            embodiment

             in the bathroom                                 consumer                                                object




reframed as a new embodiment:   primary user goal:                      implications and insights:

                                 Clean teeth while feeling               There should be a plant with teeth cleaning properties, that can
 A Plant
                                 closer to nature                        live peacefully in one of the aforementioned environments

                                 Clean teeth quickly                     A portable spray should freshen breath but should also clean
 A Spray
                                 without friction                        teeth; instant or quick acting timeframe, through a fine mist.

                                 Gain “dentist visit”                    Provide a quick-stop for interim dentist appointments – at the
 A Service
                                 cleanliness in between visits           mall. Should be trustworthy and clean; legal implications…
Reframing is easy, and easier in teams –
                          but requires that you perform an abduction

          1. Identify the product, service or system that is being   5. Begin to fill in the Implications and Insights column
             reframed. It’s not always what your client asked           in all charts. There are no bad ideas; criticism is
             for. (1+ hour)                                             completely suspended. An item can generate more
                                                                        than one implication or insight; if it does, create a
          2. Create blank reframing charts on paper, one each           new row to capture it. Try to generate thirty-fifty
             for environments, users, and embodiments.                  items for each list. (4 hours)
             (5 minutes)
                                                                     6. Extract implications and insights that are relevant
          3. Free associate new items for the left column of each       based on the specific constraints of your project,
             chart; work on all three charts at once. There are no      and list them: these can then be integrated with
             bad ideas: criticism is completely suspended.              the rest of your design criteria. (1 hour)
             (1+ hour)
                                                                     7. Select the best ideas, and sketch them. (3 hours)
          4. Begin to fill in Primary Goal for all items in all
             charts. Try to paint a picture of a credible story;
             judge responses and add criticism as appropriate,
             but only in relationship to the primary goal column.
             (2 hours)




92 | 2/1/2012 | CONFIDENTIAL
The Story So Far…                                               Let’s try it…
 Your colleague, Melvin, has abruptly decided to go back to      In groups, reframe the core idea in terms of
 school to fulfill his lifelong dream of becoming a              environment, users, and embodiments.
 Taxidermist. Melvin had just finished the research phase of
 a project with a large client, and all of his work on the       1. Identify the product, service or system that is being
 project – is gone. The only thing left are some insights he’s      reframed. It’s not always obvious.
 extracted and a few of his notes, scribbled quickly.
                                                                 2. Create blank reframing charts on paper, one each
 You’ve been assigned to the project, but no one seems to           for environments, users, and embodiments.
 have any background information about the project; it’s up
 to you to take what Melvin started and then move the            3. Free associate new items for the left column of each
 project forward.                                                   chart; work on all three charts at once. There are no
                                                                    bad ideas: criticism is completely suspended.

                                                                 4. Begin to fill in Primary Goal for all items in all
                                                                    charts. Try to paint a picture of a credible story;
                                                                    judge responses and add criticism as appropriate,
                                                                    but only in relationship to the primary goal column.

                                                                 5. Begin to fill in the Implications and Insights column
                                                                    in all charts. There are no bad ideas; criticism is
                                                                    completely suspended. An item can generate more
                                                                    than one implication or insight; if it does, create a
                                                                    new row to capture it. Try to generate thirty-fifty
                                                                    items for each list.

                                                                 6. Extract implications and insights that are relevant
                                                                    based on the specific constraints of your project,
                                                                    and list them: these can then be integrated with
                                                                    the rest of your design criteria.
93 | 2/1/2012 | CONFIDENTIAL
5/    Summary




94 | 2/1/2012 | CONFIDENTIAL
Ethnography           Synthesis     Prototyping




        Synthesis is the process of making meaning through
              abductive sensemaking and reframing.




95 | 2/1/2012 | CONFIDENTIAL
Data                                  Information            Knowledge         Wisdom



                                Making Meaning             Experience         Gaining
                                  out of Data            Frameworking         Empathy

                                    Methods:                Methods:          Methods:

                                affinity diagramming     concept mapping     reframing
                                 hierarchy creation       temporal zoom insight combination
                                 flow diagramming         semantic zoom participatory design
                               scenario development        storyboarding




96 | 2/1/2012 | CONFIDENTIAL
Ethnography           Synthesis   Prototyping




97 | 2/1/2012 | CONFIDENTIAL

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Interaction12 Workshop by Jon Kolko: Design Synthesis

  • 1. Design Synthesis Jon Kolko Director & Founder, Austin Center for Design
  • 2. 0/ Today What is Synthesis, and why is it important? As a group, we will examine a very large amount of theory pertaining to synthesis, and that data will be put in the context of information through examples and diagrams. What are methods I can use? In groups, we will have the opportunity to apply methods to produce shared knowledge and to integrate these methods into existing working processes. Let’s try it: Method – Process Flow Diagramming Let’s try it: Method – Concept Mapping Let’s try it: Method – Insight Combination Let’s try it: Method – Reframing How can I use this in my life? As a large group, we will discuss these methods and consider when these methods are most applicable and actionable in our respective jobs and lives. 2 | 2/1/2012 | CONFIDENTIAL
  • 3. 1/ Theory 3 | 2/1/2012 | CONFIDENTIAL
  • 4. Well- Ill- Structured Structured Wicked Problems Problems Problems 4 | 2/1/2012 | CONFIDENTIAL
  • 5. Well- Ill- Structured Structured Wicked Problems Problems Problems In a well structured problem, all of these are true: We can test our solution. We can identify problem, goal, and interim states. We can identify solution steps. We can identify domain knowledge. We can solve the problem while obeying the laws of nature. We can solve the problem using only practical levels of effort. Herb Simon, 1973 5 | 2/1/2012 | CONFIDENTIAL
  • 6. Well- Ill- Structured Structured Wicked Problems Problems Problems In an ill-structured problem, some of these are true: We cannot test our solution, or cannot test it easily. We cannot easily identify problem, goal, or interim states. We cannot identify all of the solution steps. We cannot identify domain knowledge (it may be tacit). We may be constrained by the laws of nature. Solutioning may outweigh practical efforts. Herb Simon, 1973 6 | 2/1/2012 | CONFIDENTIAL
  • 7. Well- Ill- Structured Structured Wicked Problems Problems Problems In a wicked problem, the following are true: Wicked problems have no definitive formulation. Wicked problems have no criteria upon which to determine “solving”. Solutions to wicked problems can only be good or bad. There are no complete list of applicable "moves" for a solution. There are always more than one explanation for a wicked problem. Every wicked problem is a symptom of another problem. No solution of a wicked problem has a definitive, scientific test. Every wicked problem is unique. Horst Rittel, 1973 7 | 2/1/2012 | CONFIDENTIAL
  • 8. Well- Ill- Structured Structured Wicked Problems Problems Problems Designers solve problems. Design Synthesis is the formal approach we use. 8 | 2/1/2012 | CONFIDENTIAL
  • 9. Ethnography Synthesis Prototyping 9 | 2/1/2012 | CONFIDENTIAL
  • 10. Ethnography Synthesis Prototyping Immersion – gathering data and Hypothesis validation through understanding of a unique situation generative form giving Synthesis is the process of making meaning through abductive sensemaking and reframing. 10 | 2/1/2012 | CONFIDENTIAL
  • 11. Ethnography Synthesis Prototyping Immersion – gathering data and Hypothesis validation through understanding of a unique situation generative form giving Synthesis is the process of making meaning through abductive sensemaking and reframing. 11 | 2/1/2012 | CONFIDENTIAL
  • 12. deductive inductive abductive 12 | 2/1/2012 | CONFIDENTIAL
  • 13. Jon is a Designer. All Designers are Arrogant Bastards. Therefore, Jon is an Arrogant Bastard. deductive inductive abductive The output is guaranteed to be true, if the premise is true. 13 | 2/1/2012 | CONFIDENTIAL
  • 14. All of the designers I’ve ever seen wear Jon is a Designer. black t-shirts. All Designers are Arrogant Bastards. Therefore, the next designer I will see Therefore, Jon is an Arrogant Bastard. will be wearing a black t-shirt. deductive inductive abductive The output is guaranteed to be true, Gives good evidence if the premise is true. that a conclusion is true. 14 | 2/1/2012 | CONFIDENTIAL
  • 15. When a designer works on a project, they often draw diagrams of things. It seems to help them learn about a new topic. I’ve seen grade school students struggle to learn complex topics of All of the designers I’ve ever seen wear math or science. Jon is a Designer. black t-shirts. I can abduct that students might be All Designers are Arrogant Bastards. Therefore, the next designer I will see able to learn better by drawing Therefore, Jon is an Arrogant Bastard. will be wearing a black t-shirt. diagrams in a classroom setting. deductive inductive abductive The output is guaranteed to be true, Gives good evidence The argument from best explanation, if the premise is true. that a conclusion is true. depending on circumstances and experience 15 | 2/1/2012 | CONFIDENTIAL
  • 16. Ethnography Synthesis Prototyping Immersion – gathering data and Hypothesis validation through understanding of a unique situation generative form giving Synthesis is the process of making meaning through abductive sensemaking and reframing. 16 | 2/1/2012 | CONFIDENTIAL
  • 17. Ethnography Synthesis Prototyping Immersion – gathering data and Hypothesis validation through understanding of a unique situation generative form giving Synthesis is the process of making meaning through abductive sensemaking and reframing. 17 | 2/1/2012 | CONFIDENTIAL
  • 18. David Snowden Karl Weick Robert Hoffman 18 | 2/1/2012 | CONFIDENTIAL
  • 19. David Snowden “We have found that [our sensemaking framework] The use of narrative to describe what might helps people to break out of old ways of thinking and to be, by embracing a “what if” style thinking consider intractable problems in new ways… it is designed to allow shared understandings to emerge A collaborative process, valuable for early through the multiple discourses of the decision-making stages of problem solving group.” Karl Weick Robert Hoffman 19 | 2/1/2012 | CONFIDENTIAL
  • 20. David Snowden “We have found that [our sensemaking framework] The use of narrative to describe what might helps people to break out of old ways of thinking and to be, by embracing a “what if” style thinking consider intractable problems in new ways… it is designed to allow shared understandings to emerge A collaborative process, valuable for early through the multiple discourses of the decision-making stages of problem solving group.” Karl Weick “Sensemaking is, importantly, an issue of language, The use of spoken language to describe talk, and communication. Situations, organizations, and what might be environments are talked into existence… Sensemaking is about the interplay of action and interpretation rather A collaborative process that is effective for than the influence of evaluation on choice.” growth and planning Robert Hoffman 20 | 2/1/2012 | CONFIDENTIAL
  • 21. David Snowden “We have found that [our sensemaking framework] The use of narrative to describe what might helps people to break out of old ways of thinking and to be, by embracing a “what if” style thinking consider intractable problems in new ways… it is designed to allow shared understandings to emerge A collaborative process, valuable for early through the multiple discourses of the decision-making stages of problem solving group.” Karl Weick “Sensemaking is, importantly, an issue of language, The use of spoken language to describe talk, and communication. Situations, organizations, and what might be environments are talked into existence… Sensemaking is about the interplay of action and interpretation rather A collaborative process that is effective for than the influence of evaluation on choice.” growth and planning Robert Hoffman “By sensemaking, modern researchers seem to mean A process of connection making and something different from creativity, comprehension, socialization that occurs over an extended curiosity, mental modeling, explanation, or situational period of time. awareness... Sensemaking is a motivated, continuous effort to understand connections (which can be among Both a personal process and a shared people, places, and events) in order to anticipate their process. trajectories and act effectively.” 21 | 2/1/2012 | CONFIDENTIAL
  • 22. Ethnography Synthesis Prototyping Immersion – gathering data and Hypothesis validation through understanding of a unique situation generative form giving Synthesis is the process of making meaning through abductive sensemaking and reframing. 22 | 2/1/2012 | CONFIDENTIAL
  • 23. Ethnography Synthesis Prototyping It’s a process of learning. 23 | 2/1/2012 | CONFIDENTIAL
  • 24. Ethnography Synthesis Prototyping Data Information Knowledge Wisdom ? ? ? Making Meaning Experience Gaining out of Data Frameworking Empathy 24 | 2/1/2012 | CONFIDENTIAL
  • 25. “It would be great if this thing was a lot bigger” :( “It’s too big, why can’t they just make it smaller?” Data Information Knowledge Wisdom 25 | 2/1/2012 | CONFIDENTIAL 25
  • 26. Data Information Knowledge Wisdom Making Meaning Experience Gaining out of Data Frameworking Empathy 26 | 2/1/2012 | CONFIDENTIAL
  • 27. Data Information Knowledge Wisdom Making Meaning Experience Gaining out of Data Frameworking Empathy 27 | 2/1/2012 | CONFIDENTIAL
  • 28. Data Information Knowledge Wisdom Making Meaning Experience Gaining out of Data Frameworking Empathy 1. Externalize the Process – Get out of your laptop. 28 | 2/1/2012 | CONFIDENTIAL
  • 29. Data Information Knowledge Wisdom Making Meaning Experience Gaining out of Data Frameworking Empathy 2. Make diagrams. 29 | 2/1/2012 | CONFIDENTIAL
  • 30. Data Information Knowledge Wisdom Making Meaning Experience Gaining out of Data Frameworking Empathy 3. Interpret. Heavily. 30 | 2/1/2012 | CONFIDENTIAL
  • 31. Data Information Knowledge Wisdom Making Meaning Experience Gaining out of Data Frameworking Empathy Methods: affinity diagramming hierarchy creation  flow diagramming scenario development 31 | 2/1/2012 | CONFIDENTIAL
  • 32. Data Information Knowledge Wisdom Making Meaning Experience Gaining out of Data Frameworking Empathy 32 | 2/1/2012 | CONFIDENTIAL
  • 33. Data Information Knowledge Wisdom Making Meaning Experience Gaining out of Data Frameworking Empathy 1. Tell a story 33 | 2/1/2012 | CONFIDENTIAL
  • 34. Data Information Knowledge Wisdom Making Meaning Experience Gaining out of Data Frameworking Empathy Warmth Multisensory 2. Atmosphere and Culture Change your perspective Sitting on a Comfy Couch Comfortable Living Room A Cup of Coffee Freshly Ground Coffee Grinder Roasted Coffee Beans Green Coffee Beans Coffee Tree 34 | 2/1/2012 | CONFIDENTIAL
  • 35. Data Information Knowledge Wisdom Making Meaning Experience Gaining out of Data Frameworking Empathy 3. Shift the context A product, becoming another product A product, A product, A product, not working as intended being passed down to a new being upgraded generation A product, A product, A product, A product, A product, A product, A product, being assembled being purchased being unpacked being used becoming worn becoming being discarded and set up and loved obsolete A product A product, accessory that was misplaced 35 | 2/1/2012 | CONFIDENTIAL
  • 36. Data Information Knowledge Wisdom Making Meaning Experience Gaining out of Data Frameworking Empathy Methods:  concept mapping temporal zoom semantic zoom storyboarding 36 | 2/1/2012 | CONFIDENTIAL
  • 37. Data Information Knowledge Wisdom Making Meaning Experience Gaining out of Data Frameworking Empathy 37 | 2/1/2012 | CONFIDENTIAL
  • 38. Data Information Knowledge Wisdom Making Meaning Experience Gaining out of Data Frameworking Empathy 1. Consider a provocation 38 | 2/1/2012 | CONFIDENTIAL
  • 39. Data Information Knowledge Wisdom Making Meaning Experience Gaining out of Data Frameworking Empathy 2. Force a constraint-shift 39 | 2/1/2012 | CONFIDENTIAL
  • 40. Data Information Knowledge Wisdom Making Meaning Experience Gaining out of Data Frameworking Empathy 3. Make fun of everything 40 | 2/1/2012 | CONFIDENTIAL
  • 41. Data Information Knowledge Wisdom Making Meaning Experience Gaining out of Data Frameworking Empathy Methods:  reframing  insight combination participatory design 41 | 2/1/2012 | CONFIDENTIAL
  • 42. 2/ Methods 42 | 2/1/2012 | CONFIDENTIAL
  • 43. The Story So Far… Your colleague, Melvin, has abruptly decided to go back to school to fulfill his lifelong dream of becoming a Taxidermist. Melvin had just finished the research phase of a project with a large client, and all of his work on the project – is gone. The only thing left are some insights he’s extracted and a few of his notes, scribbled quickly. You’ve been assigned to the project, but no one seems to have any background information about what he was doing; it’s up to you to take what Melvin started and then move the project forward. 43 | 2/1/2012 | CONFIDENTIAL
  • 44. Process Flow Diagrams 44 | 2/1/2012 | CONFIDENTIAL
  • 45. A Process Flow is… A set of steps, and the sequencing of the steps, intended to produce a desired result. 45 | 2/1/2012 | CONFIDENTIAL
  • 46. A Process Flow Diagram visualizes behavior, in a representational format, over time. An informal scenario flow diagram: A formal process or data flow diagram: 1. Indicates the relationship and order of actions 1. Indicates logical decision points 2. Shows major interface states 2. Articulates major data containers, and paths in and 3. Helps to visualize the “whole”, as well as proximity out of those containers to the whole 3. Can be used by engineers as an input into coding 4. Abstracts logical relationships in favor of linearity and architecture development 46 | 2/1/2012 | CONFIDENTIAL
  • 47. An Informal Scenario-Flow Diagram describes progress, steps, relationships, and order. Phone Phone User 1 Rings Answers Stops Ringing Phone 2 Phone Rings Voicemail Answers Stops Ringing 47 | 2/1/2012 | CONFIDENTIAL
  • 48. A formal Process Flow Diagram show logical decision points, accurate flow, and order. Is ringer Call is No turned Voice mail picks up placed on? Yes Yes No Is ring = Call is Phone rings (ring+1) #4? over Does No user answer? Yes 48 | 2/1/2012 | CONFIDENTIAL
  • 49. Creating a Process Flow Diagram is an f’in pain in the ass. 1. List entities (objects, people – the “nouns” of 5. Begin with a walkthrough, sketching each step in a the system) and operators (actions – the high-level flow (10 hours) “verbs” of the system) (2 hours) 6. Fill in the rest of the structure, revising the main 2. Define things to be counted or incremented flow as necessary (20 hours) (1 hour) 7. Reorganize, visually, to create a coherent overall 3. Define boundary conditions (beginning and structure (20 hours) ending, as well as sub-flows or sub-processes) (1 hour) 8. Use visual design to clarify and make the content more accessible (10 hours) 4. List primary actions necessary to achieve boundary condition (3 hours) 49 | 2/1/2012 | CONFIDENTIAL
  • 50. The Story So Far… Let’s try it… Your colleague, Melvin, has abruptly decided to go back to In groups, using Melvin’s notes, create a formal school to fulfill his lifelong dream of becoming a process flow diagram of a piece of the task that Taxidermist. Melvin had just finished the research phase of Melvin was studying. a project with a large client, and all of his work on the project – is gone. The only thing left are some insights he’s 1. List entities (objects, people – the “nouns” of the extracted and a few of his notes, scribbled quickly. system) and operators (actions – the “verbs” of the system) You’ve been assigned to the project, but no one seems to have any background information about the project; it’s up 2. Define things to be counted or incremented to you to take what Melvin started and then move the project forward. 3. Define boundary conditions (beginning and ending, as well as sub-flows or sub-processes) 4. List primary actions necessary to achieve boundary condition 5. Begin with a walkthrough, sketching each step in a high-level flow 6. Fill in the rest of the structure, revising the main flow as necessary 7. Reorganize, visually, to create a coherent overall structure 8. Use visual design to clarify and make the content more accessible 50 | 2/1/2012 | CONFIDENTIAL
  • 51. Concept Mapping 51 | 2/1/2012 | CONFIDENTIAL
  • 52. A Map is… A representation of a system, intended to help someone find their way 52 | 2/1/2012 | CONFIDENTIAL
  • 53. A Concept Map is a representation of a system. It sacrifices accuracy for comprehensibility. 1. Visualizes both the forest and the trees (breadth 5. Is visual (a tool for perception) and depth) 6. Is semantic (a tool for cognition) 2. Rarely has a “beginning” and “end” 7. Frequently represents the user’s mental model of a 3. Helps people find their way (it’s a map, after all): how a system might work provides direction and instruction 8. Can also represent the designer’s manifest model 4. Forces selectivity, abstraction, prioritization and of how a system might appear hierarchy 53 | 2/1/2012 | CONFIDENTIAL
  • 54. Baseball 2-Team Sport played by Offensive Team Defensive Team Innings Infield consists of consists of Runner Catcher Left Fielder Short Stop 1st Baseman Pitcher Mound Home Plate stands on Right Fielder 2nd Baseman Center Fielder 3rd Baseman throws 54 | 2/1/2012 | CONFIDENTIAL
  • 55. Nodes (nouns) are main branches Baseball 2-Team Sport played by Offensive Team Defensive Team Innings Infield consists of consists of Runner Catcher Left Fielder Short Stop 1st Baseman Pitcher Mound Home Plate stands on Right Fielder 2nd Baseman Center Fielder 3rd Baseman throws 55 | 2/1/2012 | CONFIDENTIAL
  • 56. Actions (verbs) link the nodes Baseball 2-Team Sport played by Offensive Team Defensive Team Innings Infield consists of consists of Runner Catcher Left Fielder Short Stop 1st Baseman Pitcher Mound Home Plate stands on Right Fielder 2nd Baseman Center Fielder 3rd Baseman throws 56 | 2/1/2012 | CONFIDENTIAL
  • 57. Concept Map 57 | 2/1/2012 | CONFIDENTIAL
  • 58. Concept Map 58 | 2/1/2012 | CONFIDENTIAL
  • 59. Creating a Concept Map should be rigorous – after all, you are taming complexity! 1. Create a matrix showing the relations of terms: 2. Decide on main branches of the map, based on (10 hours) frequency of connections as well as common sense (2 hours) • List terms. Identify the main elements that make up the system; lean on your 3. Fill in the rest of the structure, in order to represent contextual research to understand the all of the elements in the system (5 hours) words that matter to the users the most. • Create empty matrix, plotting the words 4. Use visual design to clarify and make the content against themselves. more accessible (10 hours) • Identify relationships; these are qualitative and require interpretation. 59 | 2/1/2012 | CONFIDENTIAL
  • 60. For example… Making a concept map of Thinktiv. Project Infinity Sharespost Friday Beers Management Big Geek Technologist Roadmaps Strategist Redlines Team Lunches Sarcasm Visual Design Creativity Clients Steve Waters Photoshop Billable Happy Hours Whiteboards Mobile 60 | 2/1/2012 | CONFIDENTIAL
  • 61. Team Lunches Visual Design Management Steve Waters Technologist Happy Hours Whiteboards Friday Beers Sharespost Photoshop Roadmaps Strategist Creativity Big Geek Redlines Sarcasm Billable Infinity Project Clients Mobile Infinity Sharespost Friday Beers Project Management Big Geek Technologist Roadmaps Strategist Redlines Team Lunches Sarcasm Visual Design Creativity Clients Steve Waters Photoshop Billable Happy Hours Whiteboards Mobile
  • 62. Team Lunches Visual Design Management Steve Waters Technologist Happy Hours Whiteboards Friday Beers Sharespost Photoshop Roadmaps Strategist Creativity Big Geek Redlines Sarcasm Billable Infinity Project Clients Mobile Infinity Sharespost Friday Beers Project Management Big Geek Technologist Roadmaps Strategist Redlines Team Lunches Sarcasm Visual Design Creativity Clients Steve Waters Photoshop Billable Happy Hours Whiteboards Mobile
  • 63. Team Lunches Visual Design Management Steve Waters Technologist Happy Hours Whiteboards Friday Beers Sharespost Photoshop Roadmaps Strategist Creativity Big Geek Redlines Sarcasm Billable Infinity Project Clients Mobile Infinity Sharespost Friday Beers Project Management Big Geek Technologist Roadmaps Strategist Redlines Team Lunches Sarcasm Visual Design Creativity Clients Steve Waters Photoshop Billable Happy Hours Whiteboards Mobile
  • 64. Thinktiv is made up of employees with titles like Strategist Technologist Visual Designer who get paid for their who need to remain creativity billable 64 | 2/1/2012 | CONFIDENTIAL
  • 65. Thinktiv is made up of roadmaps employees with titles like creates Strategist Technologist Visual Designer creates who may be named who get paid for their who need to remain Steve Waters creativity billable redlines who has an abundance of sarcasm 65 | 2/1/2012 | CONFIDENTIAL
  • 66. Thinktiv is made up of roadmaps employees with titles like creates Strategist Technologist Visual Designer creates who may be named who get paid for their who need to remain Steve Waters creativity billable redlines who has an abundance of sarcasm 66 | 2/1/2012 | CONFIDENTIAL
  • 67. The Story So Far… Let’s try it… Your colleague, Melvin, has abruptly decided to go back to Using the words from Melvin’s notes, and your school to fulfill his lifelong dream of becoming a process diagrams, construct a matrix of terms, and Taxidermist. Melvin had just finished the research phase of produce a concept map that illustrates the system- a project with a large client, and all of his work on the view of Melvin’s work. project – is gone. The only thing left are some insights he’s extracted and a few of his notes, scribbled quickly. 1. Create a matrix showing the relations of terms: You’ve been assigned to the project, but no one seems to • List terms. Identify the main elements that have any background information about the project; it’s up make up the system; lean on your contextual to you to take what Melvin started and then move the research to understand the words that project forward. matter to the users the most. • Create empty matrix, plotting the words against themselves. • Identify relationships; these are qualitative and require interpretation. 2. Decide on main branches of the map, based on frequency of connections as well as common sense 3. Fill in the rest of the structure, in order to represent all of the elements in the system 4. Use visual design to clarify and make the content more accessible 67 | 2/1/2012 | CONFIDENTIAL
  • 68. Insight Combination 68 | 2/1/2012 | CONFIDENTIAL
  • 69. Design patterns describe… “possible good solutions to a common design problem within a certain context, by describing the invariant qualities of all those solutions” Tidwell 69 | 2/1/2012 | CONFIDENTIAL
  • 70. Insight Combination is a method of building on established design patterns in order to create initial design ideas. 1. Forces a detailed examination, and organization, 4. Allows for the combination of existing paradigms of each individual insight with new and novel ideas (it’s a generative design 2. Is divergent, in that it actively produces new ideas activity) and expands the entire set of insights 5. Takes advantage of the personal experiences 3. Pushes ideas forward in a nonlinear fashion, of the designers and investigators jumping over the expected to arrive at the 6. Takes advantage of established design patterns unexpected 70 | 2/1/2012 | CONFIDENTIAL
  • 71. I saw this + I know this = Insight 71 | 2/1/2012 | CONFIDENTIAL
  • 72. I saw this + I know this = Insight Data gathered through ethnography, contextual inquiry, questionnaires, and interviews 72 | 2/1/2012 | CONFIDENTIAL
  • 73. I saw this + I know this = Insight Data gathered through Guided by ethics & morals, ethnography, contextual intellectual prowess, and the inquiry, questionnaires, accumulation of world view and interviews and breadth of experience 73 | 2/1/2012 | CONFIDENTIAL
  • 74. I saw this + I know this = Insight Data gathered through Guided by ethics & morals, Clear, deep, ethnography, contextual intellectual prowess, and the meaningful perception inquiry, questionnaires, accumulation of world view into a particular and interviews and breadth of experience design context 74 | 2/1/2012 | CONFIDENTIAL
  • 75. I saw this + I know this = Insight + Design Pattern = Design Idea Data gathered through Guided by ethics & morals, Clear, deep, ethnography, contextual intellectual prowess, and the meaningful perception inquiry, questionnaires, accumulation of world view into a particular and interviews and breadth of experience design context 75 | 2/1/2012 | CONFIDENTIAL
  • 76. I saw this + I know this = Insight + Design Pattern = Design Idea Data gathered through Guided by ethics & morals, Clear, deep, A trending paradigm that describes ethnography, contextual intellectual prowess, and the meaningful perception invariant qualities, referencing inquiry, questionnaires, accumulation of world view into a particular history and similar solutions and interviews and breadth of experience design context 76 | 2/1/2012 | CONFIDENTIAL
  • 77. I saw this + I know this = Insight + Design Pattern = Design Idea Data gathered through Guided by ethics & morals, Clear, deep, A trending paradigm that describes A new, creative concept, ethnography, contextual intellectual prowess, and the meaningful perception invariant qualities, referencing somewhat facilitated by inquiry, questionnaires, accumulation of world view into a particular history and similar solutions existing design paradigms and interviews and breadth of experience design context 77 | 2/1/2012 | CONFIDENTIAL
  • 78. Insight Combination… … with boring old enterprise configuration software … 78 | 2/1/2012 | CONFIDENTIAL
  • 81. I saw this + I know this = Insight + Design Pattern = Design Idea Data gathered through Guided by ethics & morals, Clear, deep, A trending paradigm that describes A new, creative concept, ethnography, contextual intellectual prowess, and the meaningful perception invariant qualities, referencing somewhat facilitated by inquiry, questionnaires, accumulation of world view into a particular history and similar solutions existing design paradigms and interviews and breadth of experience design context 81 | 2/1/2012 | CONFIDENTIAL
  • 82. This method takes time, and more importantly, takes emotional energy and focus. 1. Begin to identify insights in the data you’ve 3. Start to combine insights and design patterns to gathered by combining an observation (I saw this) create design ideas by mingling the blue and yellow with your knowledge (I know this); write the post-its, moving them around physically, and insights on yellow post-it notes. Reference the line actively reflecting on potential combinations. When numbers from any applicable transcripts, and give a combination makes sense and generates a design each yellow post-it note a unique numeric ID. idea, write it in a green post-it note. Give each (10+ hours) green post-it note a unique design idea ID (referencing both the yellow and blue notes above). 2. Identify design patterns that are relevant to the (40+ hours) discipline you are designing for. Ideally, you begin to keep a design pattern library. Write the patterns 4. Once you are almost “done” (usually when you’ve on blue post-it notes. Give each blue post-it note a nearly run out of time and money), log the entire unique letter ID. (2+ hours) set into a spreadsheet. (3 hours) 5. Finally, pick the top ideas and start to sketch them. (3 hours) Now, you can always trace any design idea back to an insight, and ultimately, back to a nugget of user data. 82 | 2/1/2012 | CONFIDENTIAL
  • 83. The Story So Far… Let’s try it… Your colleague, Melvin, has abruptly decided to go back to In groups, combine insights with design patterns to school to fulfill his lifelong dream of becoming a produce design ideas. Taxidermist. Melvin had just finished the research phase of a project with a large client, and all of his work on the 1. Begin to identify insights in the data Melvin has project – is gone. The only thing left are some insights he’s gathered by combining an observation (I saw this) extracted and a few of his notes, scribbled quickly. with your knowledge (I know this); write the insights on yellow post-it notes. Reference the line You’ve been assigned to the project, but no one seems to numbers from any applicable transcripts, and give have any background information about the project; it’s up each yellow post-it note a unique numeric ID. to you to take what Melvin started and then move the project forward. 2. Identify design patterns that may or may not be relevant to the discipline Melvin was designing for. Ideally, you begin to keep a design pattern library. Write the patterns on blue post-it notes. Give each blue post-it note a unique letter ID. 3. Start to combine insights and design patterns to create design ideas by mingling the blue and yellow post-its, moving them around physically, and actively reflecting on potential combinations. When a combination makes sense and generates a design idea, write it in a green post-it note. Give each green post-it note a unique design idea ID (referencing both the yellow and blue notes above). 83 | 2/1/2012 | CONFIDENTIAL
  • 84. Reframing 84 | 2/1/2012 | CONFIDENTIAL
  • 85. A frame is a perspective or viewpoint: “Even though frames define what count as data, they themselves actually shape the data (for example, a house fire will be perceived differently by the homeowner, the fire fighters, and the arson investigator).” Klein, Moon & Hoffman 85 | 2/1/2012 | CONFIDENTIAL
  • 86. Reframing is a method of shifting semantic perspective in order to see things in a new way. 1. “Re-embeds” a product, system or service in a 4. Is primarily semantic (a tool for cognition) new (and not necessarily logical) context 5. Encourages empathy 2. Explores associations and hidden links to and from the center of focus 6. Forces understanding of the various touchpoints 3. Posits a “what if” scenario implicitly 7. Identifies implications and insights 86 | 2/1/2012 | CONFIDENTIAL
  • 87. Consider a toothbrush … 87 | 2/1/2012 | CONFIDENTIAL
  • 88. environment perspective embodiment in the bathroom consumer object 88 | 2/1/2012 | CONFIDENTIAL
  • 89. environment perspective embodiment in the bathroom consumer object reframed in a new environment: primary user goal: implications and insights: Teeth cleaning should allow for a way to quickly get pieces In the kitchen Remove food out of hard to reach places, and shouldn’t require a mirror Provide a way to quickly and nonchalantly freshen breath in In an airplane Remove smells close quarters and without being offensive to other passengers Remove lettuce before Teeth cleaning should include some form of sharp picking At a conference giving a talk object, and should clearly indicate when you missed a chunk
  • 90. environment perspective embodiment in the bathroom consumer object reframed from a new perspective: primary user goal: implications and insights: Effectively clean teeth and Teeth cleaning should be as rigorous as possible, and should Dentist prevent future problems be “future proof” for some period of time Teeth cleaning should have as small a disposal footprint as Hotel Housekeeper Clean the hotel room possible, and shouldn’t generate any extra work, trash, or waste Avoid looking at There should be a way to casually alert the date that they have Blind Date spinach-in-teeth all night something nasty in their teeth.
  • 91. environment perspective embodiment in the bathroom consumer object reframed as a new embodiment: primary user goal: implications and insights: Clean teeth while feeling There should be a plant with teeth cleaning properties, that can A Plant closer to nature live peacefully in one of the aforementioned environments Clean teeth quickly A portable spray should freshen breath but should also clean A Spray without friction teeth; instant or quick acting timeframe, through a fine mist. Gain “dentist visit” Provide a quick-stop for interim dentist appointments – at the A Service cleanliness in between visits mall. Should be trustworthy and clean; legal implications…
  • 92. Reframing is easy, and easier in teams – but requires that you perform an abduction 1. Identify the product, service or system that is being 5. Begin to fill in the Implications and Insights column reframed. It’s not always what your client asked in all charts. There are no bad ideas; criticism is for. (1+ hour) completely suspended. An item can generate more than one implication or insight; if it does, create a 2. Create blank reframing charts on paper, one each new row to capture it. Try to generate thirty-fifty for environments, users, and embodiments. items for each list. (4 hours) (5 minutes) 6. Extract implications and insights that are relevant 3. Free associate new items for the left column of each based on the specific constraints of your project, chart; work on all three charts at once. There are no and list them: these can then be integrated with bad ideas: criticism is completely suspended. the rest of your design criteria. (1 hour) (1+ hour) 7. Select the best ideas, and sketch them. (3 hours) 4. Begin to fill in Primary Goal for all items in all charts. Try to paint a picture of a credible story; judge responses and add criticism as appropriate, but only in relationship to the primary goal column. (2 hours) 92 | 2/1/2012 | CONFIDENTIAL
  • 93. The Story So Far… Let’s try it… Your colleague, Melvin, has abruptly decided to go back to In groups, reframe the core idea in terms of school to fulfill his lifelong dream of becoming a environment, users, and embodiments. Taxidermist. Melvin had just finished the research phase of a project with a large client, and all of his work on the 1. Identify the product, service or system that is being project – is gone. The only thing left are some insights he’s reframed. It’s not always obvious. extracted and a few of his notes, scribbled quickly. 2. Create blank reframing charts on paper, one each You’ve been assigned to the project, but no one seems to for environments, users, and embodiments. have any background information about the project; it’s up to you to take what Melvin started and then move the 3. Free associate new items for the left column of each project forward. chart; work on all three charts at once. There are no bad ideas: criticism is completely suspended. 4. Begin to fill in Primary Goal for all items in all charts. Try to paint a picture of a credible story; judge responses and add criticism as appropriate, but only in relationship to the primary goal column. 5. Begin to fill in the Implications and Insights column in all charts. There are no bad ideas; criticism is completely suspended. An item can generate more than one implication or insight; if it does, create a new row to capture it. Try to generate thirty-fifty items for each list. 6. Extract implications and insights that are relevant based on the specific constraints of your project, and list them: these can then be integrated with the rest of your design criteria. 93 | 2/1/2012 | CONFIDENTIAL
  • 94. 5/ Summary 94 | 2/1/2012 | CONFIDENTIAL
  • 95. Ethnography Synthesis Prototyping Synthesis is the process of making meaning through abductive sensemaking and reframing. 95 | 2/1/2012 | CONFIDENTIAL
  • 96. Data Information Knowledge Wisdom Making Meaning Experience Gaining out of Data Frameworking Empathy Methods: Methods: Methods: affinity diagramming concept mapping reframing hierarchy creation temporal zoom insight combination flow diagramming semantic zoom participatory design scenario development storyboarding 96 | 2/1/2012 | CONFIDENTIAL
  • 97. Ethnography Synthesis Prototyping 97 | 2/1/2012 | CONFIDENTIAL