AC4D design library insight combination

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Austin Center for Design is an
educational institution in Austin, Texas,
teaching Interaction Design and Social Entrepreneurship
- See more at: http://www.ac4d.com/home/news/#sthash.SYjQ5U6H.dpuf

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AC4D design library insight combination

  1. 1. Insight Combination Jon Kolko Professor, Austin Center for Design
  2. 2. Ethnography Synthesis Prototyping Making meaning through abductive sensemaking and reframing Combining data in new ways Identifying patterns and anomalies Judging, and learning 2
  3. 3. Insights An insight is a clear, deep, meaningful perception into human behavior in a particular design context. It’s a provocative statement of truth. * And it may be wrong.
  4. 4. Insights An insight is a clear, deep, meaningful perception into human behavior in a particular design context. It’s a provocative statement of truth. * And it may be wrong.
  5. 5. Insights An insight is a clear, deep, meaningful perception into human behavior in a particular design context. It’s a provocative statement of truth. * And it may be wrong.
  6. 6. Insights An insight is a clear, deep, meaningful perception into human behavior in a particular design context. It’s a provocative statement of truth. * And it may be wrong.
  7. 7. Design Patterns A design pattern describes a possible solution to a problem, based on problem / solution sets in other contexts.
  8. 8. Design Patterns A design pattern describes a possible solution to a problem, based on problem / solution sets in other contexts.
  9. 9. Design Patterns A design pattern describes a possible solution to a problem, based on problem / solution sets in other contexts.
  10. 10. Insight Combination A method of building on insights and established design patterns in order to create initial design ideas.
  11. 11. Insight Combination A method of building on insights and established design patterns in order to create initial design ideas.
  12. 12. Insight Combination A method of building on insights and established design patterns in order to create initial design ideas.
  13. 13. Insight Combination A method of building on insights and established design patterns in order to create initial design ideas.
  14. 14. Insight Combination A method of building on insights and established design patterns in order to create initial design ideas. INSIGHT COMBINATION/ 1. 2. 3. 4. 5. Is detailed Is divergent In nonlinear Is generative Is biased
  15. 15. I saw this + I know this = Insight 18
  16. 16. I saw this + I know this = Insight Data gathered through ethnography, contextual inquiry, questionnaires, and interviews 19
  17. 17. I saw this + I know this = Insight Data gathered through ethnography, contextual inquiry, questionnaires, and interviews Guided by ethics & morals, intellectual prowess, and the accumulation of world view and breadth of experience 20
  18. 18. I saw this + I know this = Insight Data gathered through ethnography, contextual inquiry, questionnaires, and interviews Guided by ethics & morals, intellectual prowess, and the accumulation of world view and breadth of experience Clear, deep, meaningful perception into human behavior in a particular design context 21
  19. 19. I saw this + I know this = Insight + Design Pattern = Design Idea Data gathered through ethnography, contextual inquiry, questionnaires, and interviews Guided by ethics & morals, intellectual prowess, and the accumulation of world view and breadth of experience Clear, deep, meaningful perception into human behavior in a particular design context 22
  20. 20. I saw this + I know this = Insight + Design Pattern = Design Idea Data gathered through ethnography, contextual inquiry, questionnaires, and interviews Guided by ethics & morals, intellectual prowess, and the accumulation of world view and breadth of experience Clear, deep, meaningful perception into human behavior in a particular design context A trending paradigm that describes invariant qualities, referencing history and similar solutions 23
  21. 21. I saw this + I know this = Insight + Design Pattern = Design Idea Data gathered through ethnography, contextual inquiry, questionnaires, and interviews Guided by ethics & morals, intellectual prowess, and the accumulation of world view and breadth of experience Clear, deep, meaningful perception into human behavior in a particular design context A trending paradigm that describes invariant qualities, referencing history and similar solutions A new, creative concept, somewhat facilitated by existing design paradigms 24
  22. 22. Insights go on yellow cards. Provocative statement of truth Unique insight number Evidence from a transcript (citation)
  23. 23. Patterns go on blue cards. Pattern, or trending piece of culture and society Unique pattern letter
  24. 24. Design ideas go on green cards. Design idea, built on the combination of an insight and a pattern Unique insight and pattern identifier
  25. 25. Insight Combination… … with boring old enterprise configuration software …
  26. 26. I saw this + I know this = Insight + Design Pattern = Design Idea Data gathered through ethnography, contextual inquiry, questionnaires, and interviews Guided by ethics & morals, intellectual prowess, and the accumulation of world view and breadth of experience Clear, deep, meaningful perception into human behavior in a particular design context A trending paradigm that describes invariant qualities, referencing history and similar solutions A new, creative concept, somewhat facilitated by existing design paradigms
  27. 27. Performing Insight Combination 1. Begin to identify insights Examine the data you’ve gathered, and constantly ask the question “why” (and try to answer it). This is an interpretative activity: you are assigning meaning to data. Tell a credible story, but realize you may be wrong. Write the insights on yellow post-it notes. Reference the line numbers from any applicable transcripts, and give each yellow post-it note a unique numeric ID. 32
  28. 28. Performing Insight Combination 2. Identify design patterns You can use patterns that are “appropriate” to your context, in order to provoke “safe” ideas. You can use patterns that are extremely disassociated from your context, in order to provoke “wild” ideas. 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. 33
  29. 29. Performing Insight Combination 3. Combine insights and patterns. Mingle the blue and yellow post-its, moving them around physically, and actively reflecting on potential combinations. Force each combination into a new design idea. Write the idea on a green post-it note. Give each green post-it note a unique design idea ID (referencing both the yellow and blue notes above). Limit yourself to 1 minute per idea; use a timer. 34
  30. 30. Insight Combination A method of building on insights and established design patterns in order to create initial design ideas. INSIGHT COMBINATION/ HOW TO DO INSIGHT COMBINATION/ 1. 2. 3. 4. 5. 1. 2. 3. Is detailed Is divergent In nonlinear Is generative Is biased Begin to identify insights Identify design patterns Combine insights and patterns, to provoke new ideas
  31. 31. Jon Kolko Director, Austin Center for Design jkolko@ac4d.com Download our free book, Wicked Problems: Problems Worth Solving, at http://www.wickedproblems.com

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