INSIGHT TRANSLATION
INSIGHT TRANSLATION PROVIDESDESIGN CLARITY BY CLOSING THEGAP BETWEEN RESEARCH ANDDESIGN EFFORTS, PROVIDING ADIRECT TRANSIT...
INSIGHT TRANSLATIONREQUIRES VISUAL SKILLS TOEMBODY ABSTRACT IDEAS &PRINCIPLES.THE OBJECT IS NOT TO SOLVEPROBLEMS, BUT TOCR...
INSIGHT TRANSLATIONBUILDS ALIGNMENT BYCREATING INSTITUTIONALKNOWLEDGE AND THEN USESINSPIRATION TO ENCOURAGECOMPANIES TO US...
INSIGHT TRANSLATION:              meaningful              actionable              descriptive              aspirational
actionable[simple, concrete, sensory]
meaningful[clear connection to the data
meaningful[clear connection to the data
“I don’t want to buy a drink                                                 “… It is the job of thejust because it is che...
Refreshing   Rejuvenating                             Earth     Fun   Energizing                            Friendly
Refreshing   Rejuvenating                                    Earth                     Fun          Energizing            ...
descriptive[not prescriptive]
Functional Clean                                                                                It’s all about the destina...
aspirational[describes the ideal experience]
My ideal shopping experience     I feel confident, excited,                                                                ...
What is a rugged cell       phone?
What is and is notrugged to me?SHOCK PROOFWATER PROOFSOLIDCOMPACTGRIPPYSTYLISH
What do the key rugged themes look           and feel like?
Shock Resistant / ProofDropping a phone is one of the most common causes of phone damageamong the participants.           ...
Style         RuggedExperience     Experience       Cell phone       Experience
meaningful actionabledescriptiveaspirational
Thank you
Insight Translation - IDSA Columbus - 2008
Insight Translation - IDSA Columbus - 2008
Insight Translation - IDSA Columbus - 2008
Insight Translation - IDSA Columbus - 2008
Insight Translation - IDSA Columbus - 2008
Insight Translation - IDSA Columbus - 2008
Insight Translation - IDSA Columbus - 2008
Insight Translation - IDSA Columbus - 2008
Insight Translation - IDSA Columbus - 2008
Insight Translation - IDSA Columbus - 2008
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Insight Translation - IDSA Columbus - 2008

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Insight Translation - IDSA Columbus - 2008

  1. 1. INSIGHT TRANSLATION
  2. 2. INSIGHT TRANSLATION PROVIDESDESIGN CLARITY BY CLOSING THEGAP BETWEEN RESEARCH ANDDESIGN EFFORTS, PROVIDING ADIRECT TRANSITION FROMMEANING TO FORM.
  3. 3. INSIGHT TRANSLATIONREQUIRES VISUAL SKILLS TOEMBODY ABSTRACT IDEAS &PRINCIPLES.THE OBJECT IS NOT TO SOLVEPROBLEMS, BUT TOCREATE A FRAMEWORK TO FOCUSCREATIVITY.
  4. 4. INSIGHT TRANSLATIONBUILDS ALIGNMENT BYCREATING INSTITUTIONALKNOWLEDGE AND THEN USESINSPIRATION TO ENCOURAGECOMPANIES TO USE THATKNOWLEDGE TO CHANGE THEIRBUSINESS
  5. 5. INSIGHT TRANSLATION: meaningful actionable descriptive aspirational
  6. 6. actionable[simple, concrete, sensory]
  7. 7. meaningful[clear connection to the data
  8. 8. meaningful[clear connection to the data
  9. 9. “I don’t want to buy a drink “… It is the job of thejust because it is cheap and company that makes thepractical. I want ingredients drink to think aboutthat are good for me and environmentally friendlyminimal packaging which is packaging, it shouldn’t begood for the environment… my job. The companygood things come from nature. should consider the lifecycleI read labels for organic of the drink- fromingredients and prefer to buy conception to disposal.”something that I can make athome in a glass pitcher.” Natural Natural – Everett #104- Sydney #101 Earth Friendly “Tupperware is simple and completely reusable…If I was at the store- and had to choose between two beverages that were very similar, I would choose the one in a package that I can reuse over and over without worrying about bacteria.“ - Shirley #102
  10. 10. Refreshing Rejuvenating Earth Fun Energizing Friendly
  11. 11. Refreshing Rejuvenating Earth Fun Energizing FriendlyPattern/Theme There is a high awareness of the negative environmental effects of single use, plastic packagingDesign Principle Consider: reusability, refill-ability, and recycling in packaging and messaging.Design Metaphor • reusable glass • metal cap • natural ingredients • nature graphic
  12. 12. descriptive[not prescriptive]
  13. 13. Functional Clean It’s all about the destination; the achievement of the functional endpoint.My ideal shampoo is like Freshly Laundered Jeans.It’s basic, classic, pure, precise, practical, controlled and utilitarian. My favorite shampoo has hair and scalp benefits together in the same bottle and I use it every time I wash my hair. It is right there waiting for me when I step into my bathroom. I am glad that my shampoo ritual is so quick and easy. The authentic, functional package and its frosty, translucent appearance entices me to pick it up; it feels nice in my hand and descriptive I know that I have plenty left. I can get the exact dosage predictably and consistently each time and I know that not a drop will be wasted. I can count on my shampoo because it looks and smells so fresh and clean. [not prescriptive] The shampoo doesn’t drip from my hand and easily builds a concentrated, yet bubbly lather that I know will effectively clean. I enjoy the invigorating feeling as I massage it into my scalp, knowing that I will have a great hair day with fresh, clean, manageable hair that never has any dandruff flakes.Package Style & Opacity Dispense Product Consistency & Lather Hair FeelIdeal anti-dandruff shampoo by segments Head & Shoulders + Rocket Surgery + Lextant May 17 2005 2
  14. 14. aspirational[describes the ideal experience]
  15. 15. My ideal shopping experience I feel confident, excited, special, relaxed, smart, and sure. Feeling excited, special, relaxed, smart and When I think about going shopping at I am unique. It should be easy to Getting the right t and expressing Shopping AE pays o ! I always know I love to share my American Eagle sure are all part of me feeling confident. my ideal American Eagle store, I feel know which clothes will t my body my own style are the keys to my I found a good deal…looks great, experiences with my friends and so excited because I know I will be and my style. I want personal experience. Barriers like locks, lines, high quality, long lasting, and family. I always tell my friends how Confidence is my goal; it starts with wanting getting something new that is in-style, attention so that everything I pick and limits are removed and Im free a ordable. I have exibility in my great it is to shop there! I know I can to go shopping and ends with feeling good unique, accepted by my friends, and out will make me feel good about to enjoy the environment and wardrobe and I get lots of wear everything I buy from American about what I purchased. I want to be that will last for a long time. myself- like I found a gold mine of friends. I have all the information I compliments. Eagle with con dence and pride confident in my ability to trust my choices, and ultimately, my store (see below). clothes made just for me. need to be sure I’m picking the because I get compliments all the perfect item. time! need/want browse choose buy complete aspirational [describes the ideal experience] e store makes me feel confident, welcomed, organized, happy, appreciated, and satisfied. Feelings of being welcomed, organized, happy, appreciated and satisfied about my My ideal AE is friendly, warm, and At my ideal American Eagle store AE allows me to make better My ideal AE knows and remembers My ideal American Eagle cares about shopping experience all contribute to inviting. Right from the start I am nding something is so easy… decisions with the help of my family we have a relationship. Every point me and my satisfaction. If for some feeling good about myself (see above). genuinely welcomed by the people, everything is right where I would and friends. I know everything I during checkout is easy – attentive reason I have to return something, My ideal store will help me to achieve my atmosphere, and the “vibe”. Shopping look for it and putting together an choose will t and look great. service, my information is available, they make the process easy and ultimate goal of feeling confident. is fun! out t is a snap! Shopping with friends and family is and they always say thanks. painless. Now I dont have to dread . like having a fashion party together! Discounts, special events, and making returns! compliments make me feel like they genuinely appreciate me. 6
  16. 16. What is a rugged cell phone?
  17. 17. What is and is notrugged to me?SHOCK PROOFWATER PROOFSOLIDCOMPACTGRIPPYSTYLISH
  18. 18. What do the key rugged themes look and feel like?
  19. 19. Shock Resistant / ProofDropping a phone is one of the most common causes of phone damageamong the participants. Coated Made of metal Recessed Surface coated with rubber Strong and solid metal would not dentprotects the metal or plastic body from impact from impact screen Recessed screen is more protected from shock Industrial Hi-tech Industrial Hi-tech Athletic Rounded Made Sharp corners are easily damaged from impact Feminine Industrial of rubber Shock absorbent rubberAthletic Athletic Feminine Feminine Athletic
  20. 20. Style RuggedExperience Experience Cell phone Experience
  21. 21. meaningful actionabledescriptiveaspirational
  22. 22. Thank you

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