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Analysis & Synthesis for Design
An Elephant Surrounded By Blind Men
John Payne"
September 1, 2009
p2
The Six Blind Men of Indostan - John Godfrey Saxe
It was six men of Indostan to learning much inclined,
Who went to see the Elephant (though all of them were blind),
That each by observation might satisfy his mind
The First approached the Elephant, and happening to fall
Against his broad and sturdy side, at once began to bawl:
“God bless me! but the Elephant Is very like a wall!”
The Second, feeling of the tusk, Cried, “Ho! what have we here
So very round and smooth and sharp? Ho me ’tis mighty clear
This wonder of an Elephant Is very like a spear!”
The Third approached the animal, and happening to take
The squirming trunk within his hands, thus boldly up and spake:
“I see,” quoth he, “the Elephant is very like a snake!”
p3
The Six Blind Men of Indostan - John Godfrey Saxe
The Fourth reached out an eager hand, and felt about the knee.
“What most this wondrous beast is like is mighty plain,” quoth he;
“ ‘Tis clear enough the Elephant is very like a tree!”
The Fifth, who chanced to touch the ear, said: “E’en the blindest man
Can tell what this resembles most; deny the fact who can
This marvel of an Elephant is very like a fan!”
The Sixth no sooner had begun about the beast to grope,
Than, seizing on the swinging tail that fell within his scope,
“I see,” quoth he, “the Elephant is very like a rope!”
And so these men of Indostan disputed loud and long,
Each in his own opinion exceeding stiff and strong,
Though each was partly in the right, and all were in the wrong!
p4
Analysis & Synthesis for Design… Why?
Analysis and synthesis are critical to the
application of observational research
techniques in a design context, yet are
underrepresented in literature and
discussion. What discussion there is
often centers on execution of individual
methods and practices and the benefits
they provide. 
These in-depth explorations of 

individual methods are invaluable to 

us as practitioners, but mastery of any
individual method does not lead to
mastery of the analytical / synthetic
process.
p5
Workshop format 

In this workshop, we will investigate the
core purpose(s) individual methods
serve, how they relate to each other and
to the process as a whole. 
We will seek to establish and evaluate 

a strawman organizational model
describing the analysis / synthesis
lifecycle and the value of those activities
through discussion of individual methods
employed by our cross-disciplinary
participants.
Workshop participants will
- engage in discussion and critique of a
strawman analysis and synthesis
lifecycle, 
- contribute methods they have brought to
bear for different analytical purposes, and
- describe the value those methods have
generated.
p6
Workshop goals 

Through active discussion and
critique we will
- Better describe the component
activities of Analysis & Synthesis, across
methods
- Prepare to define the business value of
Analysis & Synthesis activities to clients
and stakeholders
- Lay groundwork for structure to teach
researchers, designers and other
stakeholders how to thoughtfully select
methods and execute analysis that
covers the “whole elephant.”
p7
About me
Bachelor’s Degree in Industrial Design from
Bauhaus-style product design program with
methodology focus.
Began career as Environmental Designer and
Design Engineer (Facility, Retail and Exhibit)
Master’s Degree in Design from Human-
Centered Design Planning program with
methodology focus. 
Transitioned to career in Experience Design for
Internet (Web, Mobile, Emerging Platform)
Co-managed group of Researchers and
Designers within Technology Consulting firm
Co-founded Interaction Design firm where I am
responsible for the Experience Strategy and
Design practices. 
Developed and taught courses to graduate,
undergraduate and corporate audiences
What I am
Student 
Designer 
Planner
Researcher
Strategist
Manager
Consultant
Entrepreneur
Teacher
p8
About you
p9
What we do
Moment is an interaction design
firm focused exclusively on
providing user experience strategy
and design consulting for the Web,
the mobile and emerging platform
experiences.
Research & Strategy
–  Observational research 
–  Participatory design
–  Usability testing
–  User requirements development 

& product strategy
Design
–  Business analysis 
–  Information architecture
–  Visual design
–  Presentation-layer prototyping
–  Design specifications
About Moment
p10
Research, Analysis & Synthesis at Moment
Research Methods
- In-context interview &
observation
- Self-documentation
studies (photo, video,
journal, SMS, blog)
- Participatory design
research (paper and post-it
prototyping, card sorting,
etc.)
- Usability testing
(interactive prototype, live
site, etc.)
Synthesis Methods
- Sketches
- Experience Models
- Wireframes
- Prototypes
- Personas / User Models
- User Scenarios
- User Journeys
- Service Blueprints
- Storyboarding
- Prototyping
Analysis Methods
- Task analysis
- Heuristic analysis
- Competitive analysis
- Usability analysis
- Customer experience
analysis
- Trend analysis
- User needs/ motivations/
values analysis
p11
Research, Analysis, Synthesis (and Design)… here
What do you think?
p12
Precursors
Before we dive into critique, I want to
share a few prior models and influential
thinkers on the topic:
p13
Bridge Model - Hugh Dubberly, Rick Robinson, Shelley Evenson
p14
Robinson Model - Rick Robinson
p15
Kumar Model - Vijay Kumar
p16
Suri-IDEO Model - Jane Fulton Suri
p17
Deconstructing Analysis Techniques - Steve Baty
Deconstruction: breaking observations down
into component pieces. This is the classical
definition of analysis.
Manipulation: re-sorting, rearranging and
otherwise moving your research data, without
fundamentally changing it. This is used both as
a preparatory technique - i.e. as a precursor to
some other activity - or as a means of
exploring the data as an analytic tool in its own
right.
Transformation: Processing the data to arrive
at some new representation of the
observations. Unlike manipulation,
transformation has the effect of changing the
data.
Summarization: collating similar observations
together and treating them collectively. This is
a standard technique in many quantitative
analysis methods.
Aggregation: closely related to
summarization, this technique draws together
data from multiple sources. Such collections
typically represent a “higher-level” view made
up from the underlying individual data sets.
Aggregate data is used frequently in
quantitative analysis.
Generalization: taking specific data from our
observations and creating general statements
or rules.
Abstraction: the process of stripping out the
particulars - information that relates to a
specific example - so that more general
characteristics come to the fore.
Synthesis: The process of drawing together
concepts, ideas, objects and other qualitative
data in new configurations, or to create
something entirely new.
p18
Interaction Design Synthesis - Jon Kolko
A Working Theory of Design Synthesis: 
Design synthesis is an abductive sensemaking
process of manipulating, organizing, pruning
and filtering data in an effort to produce
information and knowledge.
The Three Chasms
p19
Strawman
p20
Analytic / Synthetic Palette
Deconstruct
 Categorize
 Annotate
Combine
 Arrange
 Transform
Summarize
 Curate
 Abstract
Predict
 Prescribe
 Conceptualize
Aggregate
Immerse
Generalize
Abduct
p21
Analytic / Synthetic Palette
Organize
 Deconstruct
 Categorize
 Annotate
Combine
 Arrange
 Transform
Summarize
 Curate
 Abstract
Predict
 Prescribe
 Conceptualize
Aggregate
Immerse
Generalize
Abduct
p22
Aggregation
p23
Deconstruction
p24
Categorization
p25
Annotation
p26
Explore
Combine
 Arrange
 Transform
Immerse
p27
Analytic / Synthetic Palette
Deconstruct
 Categorize
 Annotate
Explore
 Combine
 Arrange
 Transform
Summarize
 Curate
 Abstract
Predict
 Prescribe
 Conceptualize
Aggregate
Immerse
Generalize
Abduct
p28
Immersion
p29
Arrange/Rearrange
p30
Comparison
p31
Combination
p32
Transformation
p33
Analytic / Synthetic Palette
Deconstruct
 Categorize
 Annotate
Combine
 Arrange
 Transform
Describe
 Summarize
 Curate
 Abstract
Predict
 Prescribe
 Conceptualize
Aggregate
Immerse
Generalize
Abduct
p34
Generalization
p35
Summarization
p36
“In some cases we’ll use
a part of a questionnaire
or a tool to help us get
what we want, because
using the entire thing is
too time consuming.”
“I repurposed the prospect
letter for my non-HNW
clients to introduce them to
the program and transition
them to a Junior team
member.”
“My CSA does all the
‘understanding’ phase with
prospects, I just come in for
the close.”
FAs are wary of showing
a “standardized process”
or a “branded initiative” to
their clients because it
may negatively impact
their perceived expertise.
“There are data integration
issues between the tools
causing the need for double
entry of some data”
Curation
p37
Building
Knowledge
Configuring
Product
Designing
Network
Inquiring Modeling Detailing
Abstraction
p38
Analytic / Synthetic Palette
Deconstruct
 Categorize
 Annotate
Combine
 Arrange
 Transform
Summarize
 Curate
 Abstract
Project
 Predict
 Prescribe
 Conceptualize
Aggregate
Immerse
Generalize
Abduct
p39
Abduct(ive reasoning)
p40
Prediction
p41
Prescription
p42
Conceptualization"
p43
Analytic / Synthetic Palette
Organize
 Deconstruct
 Categorize
 Annotate
Explore
 Combine
 Arrange
 Transform
Describe
 Summarize
 Curate
 Abstract
Project
 Predict
 Prescribe
 Conceptualize
Aggregate
Immerse
Generalize
Abduct
Analysis
Synthesis
p44
Analysis & Synthesis for Design
An Elephant Surrounded By Blind Men
John Payne"
jpayne@momentdesign.com
p45
References 

Kolko, Jon. 2007. Information Architecture and
Design Strategy:The Importance of Synthesis
during the Process of Design. IDSA 2007
Educational Conference Proceedings. http://
www.jonkolko.com/
writingInfoArchDesignStrategy.php (accessed
August 1, 2009).
Dubberly, Hugh et al. 2008. The Analysis-
Synthesis Bridge Model. Interactions XV.2 -
March / April, 2008 http://www.dubberly.com/
articles/interactions-the-analysis-synthesis-
bridge-model.html (accessed August 1, 2009).
Kolko, Jon. 2009. Design Synthesis. http://
designmind.frogdesign.com/videos/misc/
design-synthesis.html (accessed August 1,
2009).
Baty, Steve. 2009. Deconstructing Analysis
Techniques, parts 1 – 3. Johnny Holland.
http://johnnyholland.org/magazine/2009/02/
deconstructing-analysis-techniques (accessed
August 1, 2009).
p46
Images 

Pages:
21: flickr.com/charlietakesphotos
22: ../tupwanders
23: ../jurvetson
24: ../cambodia4kidsorg
26: ../msittig
27: ../candiedwomanire
28: ../thebusybrain
29: ../timwilson
30: ../barry1
37: http://en.wikipedia.org/wiki/Diagnosis_(artificial_intelligence)
38: ../bb_matt
39: ../lxn271
40: .. /carbonnyc

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Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men

  • 1. Analysis & Synthesis for Design An Elephant Surrounded By Blind Men John Payne" September 1, 2009
  • 2. p2 The Six Blind Men of Indostan - John Godfrey Saxe It was six men of Indostan to learning much inclined, Who went to see the Elephant (though all of them were blind), That each by observation might satisfy his mind The First approached the Elephant, and happening to fall Against his broad and sturdy side, at once began to bawl: “God bless me! but the Elephant Is very like a wall!” The Second, feeling of the tusk, Cried, “Ho! what have we here So very round and smooth and sharp? Ho me ’tis mighty clear This wonder of an Elephant Is very like a spear!” The Third approached the animal, and happening to take The squirming trunk within his hands, thus boldly up and spake: “I see,” quoth he, “the Elephant is very like a snake!”
  • 3. p3 The Six Blind Men of Indostan - John Godfrey Saxe The Fourth reached out an eager hand, and felt about the knee. “What most this wondrous beast is like is mighty plain,” quoth he; “ ‘Tis clear enough the Elephant is very like a tree!” The Fifth, who chanced to touch the ear, said: “E’en the blindest man Can tell what this resembles most; deny the fact who can This marvel of an Elephant is very like a fan!” The Sixth no sooner had begun about the beast to grope, Than, seizing on the swinging tail that fell within his scope, “I see,” quoth he, “the Elephant is very like a rope!” And so these men of Indostan disputed loud and long, Each in his own opinion exceeding stiff and strong, Though each was partly in the right, and all were in the wrong!
  • 4. p4 Analysis & Synthesis for Design… Why? Analysis and synthesis are critical to the application of observational research techniques in a design context, yet are underrepresented in literature and discussion. What discussion there is often centers on execution of individual methods and practices and the benefits they provide. These in-depth explorations of 
 individual methods are invaluable to 
 us as practitioners, but mastery of any individual method does not lead to mastery of the analytical / synthetic process.
  • 5. p5 Workshop format In this workshop, we will investigate the core purpose(s) individual methods serve, how they relate to each other and to the process as a whole. We will seek to establish and evaluate 
 a strawman organizational model describing the analysis / synthesis lifecycle and the value of those activities through discussion of individual methods employed by our cross-disciplinary participants. Workshop participants will - engage in discussion and critique of a strawman analysis and synthesis lifecycle, - contribute methods they have brought to bear for different analytical purposes, and - describe the value those methods have generated.
  • 6. p6 Workshop goals Through active discussion and critique we will - Better describe the component activities of Analysis & Synthesis, across methods - Prepare to define the business value of Analysis & Synthesis activities to clients and stakeholders - Lay groundwork for structure to teach researchers, designers and other stakeholders how to thoughtfully select methods and execute analysis that covers the “whole elephant.”
  • 7. p7 About me Bachelor’s Degree in Industrial Design from Bauhaus-style product design program with methodology focus. Began career as Environmental Designer and Design Engineer (Facility, Retail and Exhibit) Master’s Degree in Design from Human- Centered Design Planning program with methodology focus. Transitioned to career in Experience Design for Internet (Web, Mobile, Emerging Platform) Co-managed group of Researchers and Designers within Technology Consulting firm Co-founded Interaction Design firm where I am responsible for the Experience Strategy and Design practices. Developed and taught courses to graduate, undergraduate and corporate audiences What I am Student Designer Planner Researcher Strategist Manager Consultant Entrepreneur Teacher
  • 9. p9 What we do Moment is an interaction design firm focused exclusively on providing user experience strategy and design consulting for the Web, the mobile and emerging platform experiences. Research & Strategy –  Observational research –  Participatory design –  Usability testing –  User requirements development 
 & product strategy Design –  Business analysis –  Information architecture –  Visual design –  Presentation-layer prototyping –  Design specifications About Moment
  • 10. p10 Research, Analysis & Synthesis at Moment Research Methods - In-context interview & observation - Self-documentation studies (photo, video, journal, SMS, blog) - Participatory design research (paper and post-it prototyping, card sorting, etc.) - Usability testing (interactive prototype, live site, etc.) Synthesis Methods - Sketches - Experience Models - Wireframes - Prototypes - Personas / User Models - User Scenarios - User Journeys - Service Blueprints - Storyboarding - Prototyping Analysis Methods - Task analysis - Heuristic analysis - Competitive analysis - Usability analysis - Customer experience analysis - Trend analysis - User needs/ motivations/ values analysis
  • 11. p11 Research, Analysis, Synthesis (and Design)… here What do you think?
  • 12. p12 Precursors Before we dive into critique, I want to share a few prior models and influential thinkers on the topic:
  • 13. p13 Bridge Model - Hugh Dubberly, Rick Robinson, Shelley Evenson
  • 14. p14 Robinson Model - Rick Robinson
  • 15. p15 Kumar Model - Vijay Kumar
  • 16. p16 Suri-IDEO Model - Jane Fulton Suri
  • 17. p17 Deconstructing Analysis Techniques - Steve Baty Deconstruction: breaking observations down into component pieces. This is the classical definition of analysis. Manipulation: re-sorting, rearranging and otherwise moving your research data, without fundamentally changing it. This is used both as a preparatory technique - i.e. as a precursor to some other activity - or as a means of exploring the data as an analytic tool in its own right. Transformation: Processing the data to arrive at some new representation of the observations. Unlike manipulation, transformation has the effect of changing the data. Summarization: collating similar observations together and treating them collectively. This is a standard technique in many quantitative analysis methods. Aggregation: closely related to summarization, this technique draws together data from multiple sources. Such collections typically represent a “higher-level” view made up from the underlying individual data sets. Aggregate data is used frequently in quantitative analysis. Generalization: taking specific data from our observations and creating general statements or rules. Abstraction: the process of stripping out the particulars - information that relates to a specific example - so that more general characteristics come to the fore. Synthesis: The process of drawing together concepts, ideas, objects and other qualitative data in new configurations, or to create something entirely new.
  • 18. p18 Interaction Design Synthesis - Jon Kolko A Working Theory of Design Synthesis: Design synthesis is an abductive sensemaking process of manipulating, organizing, pruning and filtering data in an effort to produce information and knowledge. The Three Chasms
  • 20. p20 Analytic / Synthetic Palette Deconstruct Categorize Annotate Combine Arrange Transform Summarize Curate Abstract Predict Prescribe Conceptualize Aggregate Immerse Generalize Abduct
  • 21. p21 Analytic / Synthetic Palette Organize Deconstruct Categorize Annotate Combine Arrange Transform Summarize Curate Abstract Predict Prescribe Conceptualize Aggregate Immerse Generalize Abduct
  • 27. p27 Analytic / Synthetic Palette Deconstruct Categorize Annotate Explore Combine Arrange Transform Summarize Curate Abstract Predict Prescribe Conceptualize Aggregate Immerse Generalize Abduct
  • 33. p33 Analytic / Synthetic Palette Deconstruct Categorize Annotate Combine Arrange Transform Describe Summarize Curate Abstract Predict Prescribe Conceptualize Aggregate Immerse Generalize Abduct
  • 36. p36 “In some cases we’ll use a part of a questionnaire or a tool to help us get what we want, because using the entire thing is too time consuming.” “I repurposed the prospect letter for my non-HNW clients to introduce them to the program and transition them to a Junior team member.” “My CSA does all the ‘understanding’ phase with prospects, I just come in for the close.” FAs are wary of showing a “standardized process” or a “branded initiative” to their clients because it may negatively impact their perceived expertise. “There are data integration issues between the tools causing the need for double entry of some data” Curation
  • 38. p38 Analytic / Synthetic Palette Deconstruct Categorize Annotate Combine Arrange Transform Summarize Curate Abstract Project Predict Prescribe Conceptualize Aggregate Immerse Generalize Abduct
  • 43. p43 Analytic / Synthetic Palette Organize Deconstruct Categorize Annotate Explore Combine Arrange Transform Describe Summarize Curate Abstract Project Predict Prescribe Conceptualize Aggregate Immerse Generalize Abduct Analysis Synthesis
  • 44. p44 Analysis & Synthesis for Design An Elephant Surrounded By Blind Men John Payne" jpayne@momentdesign.com
  • 45. p45 References Kolko, Jon. 2007. Information Architecture and Design Strategy:The Importance of Synthesis during the Process of Design. IDSA 2007 Educational Conference Proceedings. http:// www.jonkolko.com/ writingInfoArchDesignStrategy.php (accessed August 1, 2009). Dubberly, Hugh et al. 2008. The Analysis- Synthesis Bridge Model. Interactions XV.2 - March / April, 2008 http://www.dubberly.com/ articles/interactions-the-analysis-synthesis- bridge-model.html (accessed August 1, 2009). Kolko, Jon. 2009. Design Synthesis. http:// designmind.frogdesign.com/videos/misc/ design-synthesis.html (accessed August 1, 2009). Baty, Steve. 2009. Deconstructing Analysis Techniques, parts 1 – 3. Johnny Holland. http://johnnyholland.org/magazine/2009/02/ deconstructing-analysis-techniques (accessed August 1, 2009).
  • 46. p46 Images Pages: 21: flickr.com/charlietakesphotos 22: ../tupwanders 23: ../jurvetson 24: ../cambodia4kidsorg 26: ../msittig 27: ../candiedwomanire 28: ../thebusybrain 29: ../timwilson 30: ../barry1 37: http://en.wikipedia.org/wiki/Diagnosis_(artificial_intelligence) 38: ../bb_matt 39: ../lxn271 40: .. /carbonnyc