Design Thinking

Visit to Product Competitive Purchase Site Benchmarking In-field Online Surveys Exec. Strategy Industry Trend Observations Session ProjectionsHome Interviews Lifestyle Mode Expert Interview Lead User Expert Panel Consumer Focus Mapping Workshops Workshop Groups

Me people

Guy testing suctionMe with his face

Online Streaming TV and Movie Service Usage Q: Do you watch TV shows or movies over the internet?Generation X is almost 14 times more likely to watch streaming TV and movies everyday than older people. Older people aremore than 2 times more likely to never watch streaming TV and movies than Generation Xers.

あの役者はだれだ？豪華な夜食デジタルミール料理のレセピ広告間のブログ、メールのチェックスポーツ情報スポーツ情報子供の教育一緒にペーパービュー人と人のやり取りフェイスブック家族でのユーチューブフェイスブック

デジタルアクティビティーマップ時間軸上でのテレビとネットの記録デジタルフォーカスマップ人とデバイスの関係の記録

FOCUSED ON TVNOT ENGAGED WITH INTERNET FOCUSED ON INTERNET NOT ENGAGED WITH TV

FOCUSED ON TV Opportunity 2 MULTI-TASK Opportunity 1 ENHANCENOT ENGAGED WITH INTERNET FOCUSED ON INTERNET Opportunity 3 MAINTAIN NOT ENGAGED WITH TV

Quick Look-up Constant Checking & Tending Allow for QUICK info update Allows for larger window view Allows for customizable (couple line of text) (drag and drop) Quick loop-up icons Miniature scroll bar on the left Customizable Browser box display on bottom side allows for quick browse (drag and expand) left Private space are Private space are Private space are scrolled from the scrolled from the left scrolled from the right bottom

Top Overall Device Option:“Of the five concepts you used, which was your overall favorite?” Top Mechanical Device Option: “Of the two concepts with physical buttons, which did you prefer?”Top Capacitive Device Option:“Of the three concepts with touch sensitive areas, which did you prefer?”

Other sources Newstand/ Shop Front Page Other mediaArticle 1 Article 2 Article N Pg. 1 Pg. 1 Pg. 1 Section 1 Section 2 Section NArticle 1 Select Select Article 1 Article N Pg. 2 Image Ad Pg. 1 Pg. N

Source Source

ON OFF ON OFFtoo segmented Segmented Layered Sweet Spot: Balanced Layering well segmented and Segmentation not segmented enough not layered enough well layered too layered

too segmented Sweet Spot: Balanced Layering well segmented and Segmentation not segmented enough not layered enough well layered too layered

too segmented Surface ErgoTouch ClickTouch well segmented not segmented enough ThreeWheel TouchWheel PearlTouch not layered enough well layered too layered

Ray and Jill Buzz Barry Future Friendly Slick and Forward and Easy Elegant and Fun

Abstract 1 2 Simple Rich 3 4 Detailed1 2 Forward and FutureFriendly and Easy Fun 3 Slick and 4 Elegant

1 Insignia will be the only 2nd Generation Net-Connected Device in 2009. The Competition will lean to being tech-oriented. Insignia can differentiate by being the only Friendly and Easy Net- Connected Device. Continue to focus very strongly on Jill. LadybugFriendly, Emotional, Huggable Strongly female Simple, accessible, easy

2 Insignia will continue to differentiate based on Tech Features: Haptics, advanced Google features, additional Net connectivity. Buzz was your chief cheerleader, the blue shirts are Buzzes. Skywalker Cool, Rich, Glossy Strongly maleGadgety, detailed, layered

The device interface must also appeal to Ray. He may be the buyer or the receiver of the device as a gift. He will also be a part- time user. A more Universal, Gender-Neutral approach can appeal to Jill and Ray’s shared modern tastes.3 Pear Trendy, Universal, Charming not strongly gendered Softer, colorful, touchable

Barry is an aspirational persona – emphasizing the Worth and Quality of the device through the interface will attract diverse users: Ray, Buzz and Jill. The interface is not optimized for Jill, but will appeal to her. 4 PantherFuturistic, Sophisticated, Worthy Masculine, but relatable Sleek and exciting, premium

AbstractSimple Rich Detailed

FutureFriendly and Forward and Easy Fun Slick and Elegant

Information architectureIcon Feel Personality

Design Thinking

by Daniel Stillman on Oct 21, 2011

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Design Thinking — Presentation Transcript