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People + Prototypes

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INSITUM Director Martin Zabaleta presentation during Interaction South America '12

INSITUM Director Martin Zabaleta presentation during Interaction South America '12

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  • 1. PEOPLE + PROTOTYPES Martin Zabaleta | INSITUM INTERACTION SOUTH AMERICA 2012 | SÃO PAULO, BRAZIL | 11.02.12
  • 2. BILL MOGGRIDGE 1943-2012
  • 3. Photo credit: IDEO
  • 4. PEOPLE + PROTOTYPES (a powerful combination!)
  • 5. Let me start byintroducing myself.
  • 6. INDUSTRIAL DESIGNER
  • 7. PRODUCTS
  • 8. EXPERIENCES
  • 9. SERVICES
  • 10. STRATEGIES
  • 11. AWARD-WINNING DESIGNS THAT NEVER MADE IT TO MARKET...
  • 12. I am privileged to haveworked for the bestcompany in the world:IDEO
  • 13. What can you say when your project space and prototype are between a pool table and a football table…
  • 14. Now I am helping buildthe best innovationagency in Latin America.
  • 15. INSITUM IS AN INNOVATION AGENCYWITH A USER-CENTERED APPROACH We help companies develop new products, services, brands and strategies through a deep understanding of people.
  • 16. 10+ YEARS700+ PROJECTS
  • 17. 100+ PEOPLE FROM DIVERSE DISCIPLINES AND BACKGROUNDSantropología, psicología, periodismo, economía, filosofía, sociología, lingüística, ingeniería, mercadotecnia, diseño industrial,diseño de información, diseño gráfico, comunicación social, semiología, historia del arte, diseño de interacción, relacionesinternacionales, administración de empresas.
  • 18. CHICAGOMÉXICO CITYBOGOTÁSÃO PAULOBUENOS AIRES+MUMBAISHANGHAIHONG KONG Insitum offices Alliance with external partners
  • 19. But I am not here to tellyou about how great weare at INSITUM. (We are!)
  • 20. Let me share arevelation…
  • 21. As an industrial designer,I was trained to think interms of product-basedsolutions…
  • 22. Then at some point in mycareer I realized that thesolution to a givenproblem not alwayshad to be a product…
  • 23. Better yet, as a designer,I already had the “tools”to identify problems andto define any kind ofsolution!
  • 24. Those “tools” could evenhelp me integrate severalsolutions to createmeaningful experiencesfor people.
  • 25. What are those “tools”?
  • 26. Exactly.People + Prototypes
  • 27. As an example, let’s thinkabout the METROexperience.
  • 28. You could design thetrain seat. Or the ticket.Or the website whereyou check the schedule…
  • 29. But what if you coulddesign the entire journey?
  • 30. From the moment youdecide you need to travelby Metro, to the momentyou leave the station andtell your friend how greatthe trip was.
  • 31. This is what we didyesterday during theworkshop. Check it out...
  • 32. The teams created anew and improved userexperience by focusing on…
  • 33. You guessed it.People + Prototypes
  • 34. PEOPLE
  • 35. “The only important thing aboutdesign is how it relates to people.” Victor Papanek, designer and educator (1923-1998)
  • 36. Very early in my career,2 people made it veryclear to me that designwas about people.
  • 37. One of them will speakhere tomorrow.
  • 38. Don Norman taughtme that design wasnot about things,but about people.
  • 39. Victor Papanek mademe aware of the impactof design on a social(and ecological) level.
  • 40. IMPACT
  • 41. I believe designers needto be people’s advocates.
  • 42. Who would otherwisecare about people?
  • 43. Let’s see…
  • 44. DESIGNTECHNOLOGY BUSINESS
  • 45. “Innovation begins with an eye.” Tom Kelley, IDEO
  • 46. OBSERVATION
  • 47. Why observe people?
  • 48. SOCIAL COGNITIVECULTURAL EMOTIONAL PHYSYCAL
  • 49. Who to observe?
  • 50. EXTREME USERS
  • 51. We also observe peoplelooking for empathy.
  • 52. Sometimes empathytakes us to interestingplaces...
  • 53. Luis Arnal, Founder andPresident of INSITUM
  • 54. PROTOTYPES
  • 55. “It´s about failing often to succeed sooner.” David Kelley, co-founder of IDEO
  • 56. Why prototype?
  • 57. Photo credit: Steve Bishop
  • 58. A prototype is a tangiblerepresentation of an idea.
  • 59. We build prototypes inorder to learn about anaspect of our idea and tomake it better.
  • 60. I believe in prototypingas an attitude...
  • 61. An attitude ofexperimentation,risk-taking, learning,failing, fearlessness...
  • 62. Prototyping should bequick and iterative…
  • 63. BUILD LEARN REFINE
  • 64. Prototypes should costnothing… but are priceless
  • 65. Different levels of fidelitydepending on what youare trying to achieve
  • 66. What can be prototyped?
  • 67. Anything!
  • 68. PRODUCTS
  • 69. FOOD
  • 70. BRANDS
  • 71. INTERFACES
  • 72. INTERACTIONS
  • 73. APPS Photo credit: IDEO
  • 74. SERVICES Photo credit: IDEO
  • 75. EXPERIENCES
  • 76. STRATEGIES
  • 77. BUSINESS MODELS
  • 78. So…
  • 79. This focus on people andprototypes allows us toapproach any kind ofproblem.
  • 80. Today, there aredesigners working withNASA to create bettermissions to space…
  • 81. … they are collaboratingwith governments toimprove citizens lives…
  • 82. … or trying to find waysto improve livingconditions for peoplein low income areas.
  • 83. What’s common is theattitude and approach toproblem solving.
  • 84. You may have heard ofDesign Thinking…(don’t say it too loud,it’s controvertial!)
  • 85. “Design Thinking refers to […] the abilityto combine empathy for the context of a problem, creativity in the generation of insights and solutions, and rationality to analyze and fit solutions to the context.” Source: Wikipedia
  • 86. INTUITIVE ANALYTICALTHINKING THINKING
  • 87. What’s cool about all thisis that it’s also happeningin Latin America!
  • 88. “HOW MIGHT WE IMPROVE EDUCATION IN SCHOOLS IN LATIN AMERICA?”
  • 89. Remember. It’s all aboutPeople + Prototypes!
  • 90. OBRIGADO!martinzabaleta@insitum.com