IIT Design Research Conference 2010 Review

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The IIT Institute of Design's holds an Annual Design Research Conference (DRC) in downtown Chicago. This year it was held on May 10-12th 2010. The DRC is a professional conference that focuses on: …

The IIT Institute of Design's holds an Annual Design Research Conference (DRC) in downtown Chicago. This year it was held on May 10-12th 2010. The DRC is a professional conference that focuses on:
• Applied practice-based content
• Inspirational points of view
• Practice-focused knowledge sharing

The goal of this presentation is to share the learnings with the internal creative team at frog design to:
• Learn what other design firms are doing
• Gain insights from the work presented
• Understand how the role of design research is evolving
• Contextualize the work we are doing

More in: Design , Technology , Business
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  • 1. Internal Creative Meeting DRC Conference Review June 28, 2010
  • 2. June 30, 2013 2 Introduction Methods Erica Eden, Smart Design Rob Tannen, Bressler Group What’s Next? Don Norman, Northwestern University Rick Robinson, E-Lab founder Heather Fraser, Rotman Group Kevin Starr, Mulago Foundation Eric Wilmot, Olin Group (former frog NY) Tim Brown, IDEO Summary Panel Discussion Conclusions References Table of Contents June 28, 2010Creative Meeting, IIT Design Research Conference 2010 June 28, 2010
  • 3. 3 Introduction
  • 4. June 30, 2013 4 The IIT Institute of Design's holds an Annual Design Research Conference (DRC) in downtown Chicago. This year it was held on May 10-12th 2010. The DRC is a professional conference that focuses on: •  Applied practice-based content •  Inspirational points of view •  Practice-focused knowledge-sharing •  Video of presentation is published online What is the DRC? June 28, 2010Creative Meeting, IIT Design Research Conference 2010 June 28, 2010
  • 5. June 30, 2013 5 •  Learn what other design firms are doing •  Gain insights from the work presented •  Understand how the role of design research is evolving •  Contextualize the work we are doing Today’s Goals June 28, 2010Creative Meeting, IIT Design Research Conference 2010 June 28, 2010
  • 6. June 30, 2013 6 Client NameXXXProjectName   6 Methods
  • 7. June 30, 2013 7 Femme Den, Smart Design Erica Eden (second from left)
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  • 13. June 30, 2013 13 Personifying a product Smart Design shared a research method called the “Breakup Letter.” It’s a tool that they use to understand the emotional connection between people and their products, services, and experiences. It was developed in the context of the Femme Den and the work that they have done on gender. Here’s a pointer to the video clip presented at the conference. http://vimeo.com/11854531 Breakup Letter Creative Meeting, IIT Design Research Conference 2010 June 28, 2010
  • 14. June 30, 2013 14 Erica Eden, Femme Den, Smart Design •  The Femme Den started as an underground collective of international women searching for answers in a world that was not designed for women. The gender dialog is missing from the design world today, probably because there are so few women in the industry to provide a female point-of-view. •  Often design is reduced to feminine styling. This isn’t enough. “When you shrink it and pink it, you miss the mark.” Designing for women should focus more on lifestyle rather than products. Summary Creative Meeting, IIT Design Research Conference 2010 June 28, 2010
  • 15. June 30, 2013 15 Rob Tannen, Bressler Group
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  • 24. June 30, 2013 24 Rob Tannen, Bressler Group •  Observing physical movement should be added into research on Service Design, Gestural Interaction and other areas that require physical interaction. •  Our observations of physical interactions could be enhanced through Qualitative Ergonomics: Posture, Reach, Clearance, and Strength. Insights in these areas will enhance our toolkit. •  Documenting gestures in space and time provide challenges that can be captured through new tools (charcoal gestures, time elapsed video) •  Movement over space and time can be described in more sophisticated ways (circular clock view of the nursing station over 24 hour period, depicting finger travel in oven interface comparisons). Summary Creative Meeting, IIT Design Research Conference 2010 June 28, 2010
  • 25. June 30, 2013 25 Client NameXXXProjectName   25 What’s Next?
  • 26. June 30, 2013 26 Don Norman, Northwestern University
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  • 39. June 30, 2013 39 Don Norman, Northwestern University •  The problem is disconnection between disciplines - values, skills, output and the practical results often don’t align. •  Translation is key to cross the research-product gap. Norman refers to this as “Translation Engineering” meaning translation from research into design, but also translation into the organization. Design firms are a way to bridge the gap. •  Norman feels that most radical innovation occurs with technology innovations or shifts in meaning (e.g., thinking of a watch as jewelry, to a tool, to fashion). •  Look beyond customers and users to those he calls "interpreters" - the experts who deeply understand and shape the markets they work inside. •  Gaps in meaning can be filled with different perspectives. This means working together in cross-disciplinary teams of experts (like we do at frog). Summary Creative Meeting, IIT Design Research Conference 2010 June 28, 2010
  • 40. June 30, 2013 40 Rick Robinson, E-Lab founder
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  • 45. June 30, 2013 45 Rick Robinson, E-Lab founder •  Like Norman, he says that “user needs” are not in a position in the design process to do groundbreaking innovation. Design Research shouldn’t aim to deliver insights like commodities. •  As his t-shirts say, he advocates for us not to self-identify by school (U of Chicago), discipline (I’m not a Designer), or dogma (e.g., Less is More). •  IDEO has moved away from a POV of specific sets of disciplines (HF, ID, PD, etc) to Design Thinking where the process is worked out with each client. It’s a stance without a prescribed process. •  Similarly, Design Research needs a POV statement about who we are, but we don’t know yet. Three things we need: –  Comfort with uncertainly at each level (Concrete now, to abstract later, to concrete again in the future.) –  Humility. It’s okay to be the support structure behind the engineers and designers. It’s not un-heroic. –  Demonstratable + interpretations. This is hardest combination of disciplines. Responsibility towards the creative parts. Summary Creative Meeting, IIT Design Research Conference 2010 June 28, 2010
  • 46. June 30, 2013 46 Heather Fraser, Rotman School of Management
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  • 51. June 30, 2013 51 Heather Frasier, Rotman School of Management •  Design Research should evolve to influence a client organization, not just the design or design team. •  Design Research is a human face (ideally) on top of a strategy report. •  A strategy report will speak the language of the CEO and this will give DR more legs than interacting with the design group within an organization. •  Incorporating user needs into business strategy is important for the next round of evolution. There is a new generation of MBA students who are being trained in Design Thinking/Design Process/Design Strategy. •  For all these reasons, Market Research is on it’s way out. Design Research is a sophisticated evolution of Market Research. Summary Creative Meeting, IIT Design Research Conference 2010 June 28, 2010
  • 52. June 30, 2013 52 Eric Wilmot, Olin Group (former frog NY)
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  • 58. June 30, 2013 58 Eric Wilmot, Olin Group •  This is a way of thinking that is very familiar to frog, so it may not seem that radical. •  IDEO has been promoting Design Thinking as the new POV on Design, but there are many issues with focusing on thinking instead of building and doing. Design Doing instead of Design Thinking. •  Prototype early and design by releasing betas into the market (e.g., Twitter, Google). •  Wilmot makes an argument for doing and experiencing as a better spend per dollar than advertising. Summary Creative Meeting, IIT Design Research Conference 2010 June 28, 2010
  • 59. June 30, 2013 59 Kevin Starr, Mulago Foundation
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  • 67. June 30, 2013 67 Kevin Starr, Mulago Foundation •  As we do more social innovation projects, like Project M, the dynamics of success shifts since the ground conditions are highly complex and often not well understood. •  To succeed in the area of social innovation in third-world countries, think about the whole system. Start with the need, go beyond the “thing” and go all the way down to impact. •  If you get your design ingredients wrong, you can miss the whole point. For his fund that works like a social impact venture, distribution is more important than good ideas. •  Go native and live somewhere for a few years or partner with people who do. The “on the ground” connection is really critical to knowing the cultural and political dynamics of the end user. Summary Creative Meeting, IIT Design Research Conference 2010 June 28, 2010
  • 68. June 30, 2013 68 Tim Brown, IDEO
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  • 80. June 30, 2013 80 Tim Brown, IDEO •  The next evolution of Design is to facilitate behavior change. •  The model of design has changed. We used to design “for them” (applied ethnography) then it was that designers were designing “with them” (co-creation methods) and now designers are facilitating design “by them” (enabling behavioral change which is self-directed). •  Design inspiration needs to be broader. Not just users and existing products, but also bio-mimicry, information theory, synthetic biology, •  We need to open up our proprietary tools. IDEO is “opening up” their design processes and developing a network of participants that will be invited to give input at the different stages in the process. People can now sign up to be apart of the conversation on their website. Google “Open IDEO” and sign up. Summary Creative Meeting, IIT Design Research Conference 2010 June 28, 2010
  • 81. June 30, 2013 81 Client NameXXXProjectName   81 Summary
  • 82. June 30, 2013 82 Panel Left to right: Spike Jones, time Brown, Rick Robinson, Heather Fraser, Anjali Kelkar, Don Norman
  • 83. June 30, 2013 83 Panel Summary Product Trends Genius inspiration Market Research Self Report Qual/ Quant Design Research Observational In-Context Inform Inspire Research: Interdisciplinary influence Broader Inspiration: User + Bio-Mimicry, Information Theory, Synthetic Biology, Less Proprietary: Aggregated insights, publish results, sharing methods. Past Present Future Creative Meeting, IIT Design Research Conference 2010 June 28, 2010
  • 84. June 30, 2013 84 Panel Summary Product Trends Genius inspiration Market Research Qual/Quant Self Report Design Research Observational In-Context Inform Inspire Research: Interdisciplinary influence Broader Inspiration: User + Bio-Mimicry, Information Theory, Synthetic Biology, Less Proprietary: Aggregated insights, publish results, sharing methods. Aesthetic Styling of products User Experience Product design Service design Farther Reaching: Organizational Design Societal Design Past Present Future eative Meeting, IIT Design Research Conference 2010Creative Meeting, IIT Design Research Conference 2010 June 28, 2010
  • 85. June 30, 2013 85 •  Design Research needs to think beyond methods to translation, implementation, and execution. User needs aren’t enough. We need to translate into design. User insights are being commoditized. •  The ultimate measure of success is changing behavior not getting a product to market. •  Design doing. Design can have very significant impact through shifting meaning, but you won’t know if it works until you prototype something concrete first. •  Market Research is a “dying” field. Many of these firms are moving towards Design Research or trying to be design/innovation firms (e.g., Cheskin). •  Business is changing and Design is playing a very significant role. There is a new generation of MBA students who are being trained in Design Thinking/Design Process/Design Strategy. Summary Creative Meeting, IIT Design Research Conference 2010 June 28, 2010
  • 86. June 30, 2013 86 Methods Erica Eden, Smart Design, http://vimeo.com/12024110 Rob Tannen, Bressler Group, http://vimeo.com/12211623 What’s Next Don Norman, Northwestern University, http://www.vimeo.com/12022651 Rick Robinson, E-Lab, http://vimeo.com/12024499 Heather Fraser, Rotman Group, check online Kevin Starr, Mulago Foundation, http://vimeo.com/12370459 Eric Wilmot, Olin Group, http://vimeo.com/12023383 Tim Brown, IDEO, http://vimeo.com/12371376 Appendix Martha Cotton, Gravity Tank, http://vimeo.com/12211218 Usman Haque, http://vimeo.com/12212085 Video References Creative Meeting, IIT Design Research Conference 2010 June 28, 2010
  • 87. June 30, 2013 87 Designing for Complexity, Don Norman Design-Driven Innovation, Oberto Verganti Innovation X, Adam Richardson Innovators Dilemma, Clayton M. Christensen Body Space, Stephen Pheasant Thoughtless Acts, Jane Fulton Suri Reading References Creative Meeting, IIT Design Research Conference 2010 June 28, 2010