Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men
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Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men

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The presentation for a 2009 Workshop run at EPIC 2009 ...

The presentation for a 2009 Workshop run at EPIC 2009

Description:
Analysis and synthesis are critical to the application of observational research techniques in a design context, yet are often underrepresented in literature and discussion. What discussion there is often centers on execution of individual methods and practices and the benefits they provide. These in-depth explorations of individual methods are invaluable to us as practitioners, but mastery of any individual method does not lead to mastery of the analytical / synthetic process.
In this workshop, we will investigate the core purpose(s) individual methods serve, how they relate to each other and to the process as a whole. We will seek to establish and evaluate a strawman organizational model describing the analysis / synthesis lifecycle and the value of those activities through discussion of individual methods employed by our cross-disciplinary participants.

Goals and Benefits:
The use of such a organizational model of analysis and synthesis would be:
* -to introduce practitioners to new methods from a variety of academic backgrounds,
* -to illustrate the analytical value that these methods may provide,
* -to enable thoughtful selection of methods appropriate for the problem at hand (based on project goal, time available, data gathered, and other real world constraints),
* -to provide perspective on how individual methods relate to each other, and
* -to better articulate expected outcomes and defend time devoted to analysis and synthesis activities

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Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men Presentation Transcript

  • Analysis & Synthesis for DesignAn Elephant Surrounded By Blind MenJohn Payne"September 1, 2009
  • p2The Six Blind Men of Indostan - John Godfrey SaxeIt was six men of Indostan to learning much inclined,Who went to see the Elephant (though all of them were blind),That each by observation might satisfy his mindThe First approached the Elephant, and happening to fallAgainst his broad and sturdy side, at once began to bawl:“God bless me! but the Elephant Is very like a wall!”The Second, feeling of the tusk, Cried, “Ho! what have we hereSo very round and smooth and sharp? Ho me ’tis mighty clearThis wonder of an Elephant Is very like a spear!”The Third approached the animal, and happening to takeThe squirming trunk within his hands, thus boldly up and spake:“I see,” quoth he, “the Elephant is very like a snake!”
  • p3The Six Blind Men of Indostan - John Godfrey SaxeThe Fourth reached out an eager hand, and felt about the knee.“What most this wondrous beast is like is mighty plain,” quoth he;“ ‘Tis clear enough the Elephant is very like a tree!”The Fifth, who chanced to touch the ear, said: “E’en the blindest manCan tell what this resembles most; deny the fact who canThis marvel of an Elephant is very like a fan!”The Sixth no sooner had begun about the beast to grope,Than, seizing on the swinging tail that fell within his scope,“I see,” quoth he, “the Elephant is very like a rope!”And so these men of Indostan disputed loud and long,Each in his own opinion exceeding stiff and strong,Though each was partly in the right, and all were in the wrong!
  • p4Analysis & Synthesis for Design… Why?Analysis and synthesis are critical to theapplication of observational researchtechniques in a design context, yet areunderrepresented in literature anddiscussion. What discussion there isoften centers on execution of individualmethods and practices and the benefitsthey provide. These in-depth explorations of 
individual methods are invaluable to 
us as practitioners, but mastery of anyindividual method does not lead tomastery of the analytical / syntheticprocess.
  • p5Workshop format In this workshop, we will investigate thecore purpose(s) individual methodsserve, how they relate to each other andto the process as a whole. We will seek to establish and evaluate 
a strawman organizational modeldescribing the analysis / synthesislifecycle and the value of those activitiesthrough discussion of individual methodsemployed by our cross-disciplinaryparticipants.Workshop participants will- engage in discussion and critique of astrawman analysis and synthesislifecycle, - contribute methods they have brought tobear for different analytical purposes, and- describe the value those methods havegenerated.
  • p6Workshop goals Through active discussion andcritique we will- Better describe the componentactivities of Analysis & Synthesis, acrossmethods- Prepare to define the business value ofAnalysis & Synthesis activities to clientsand stakeholders- Lay groundwork for structure to teachresearchers, designers and otherstakeholders how to thoughtfully selectmethods and execute analysis thatcovers the “whole elephant.”
  • p7About meBachelor’s Degree in Industrial Design fromBauhaus-style product design program withmethodology focus.Began career as Environmental Designer andDesign Engineer (Facility, Retail and Exhibit)Master’s Degree in Design from Human-Centered Design Planning program withmethodology focus. Transitioned to career in Experience Design forInternet (Web, Mobile, Emerging Platform)Co-managed group of Researchers andDesigners within Technology Consulting firmCo-founded Interaction Design firm where I amresponsible for the Experience Strategy andDesign practices. Developed and taught courses to graduate,undergraduate and corporate audiencesWhat I amStudent Designer PlannerResearcherStrategistManagerConsultantEntrepreneurTeacher
  • p8About you
  • p9What we doMoment is an interaction designfirm focused exclusively onproviding user experience strategyand design consulting for the Web,the mobile and emerging platformexperiences.Research & Strategy–  Observational research –  Participatory design–  Usability testing–  User requirements development 
& product strategyDesign–  Business analysis –  Information architecture–  Visual design–  Presentation-layer prototyping–  Design specificationsAbout Moment
  • p10Research, Analysis & Synthesis at MomentResearch Methods- In-context interview &observation- Self-documentationstudies (photo, video,journal, SMS, blog)- Participatory designresearch (paper and post-itprototyping, card sorting,etc.)- Usability testing(interactive prototype, livesite, etc.)Synthesis Methods- Sketches- Experience Models- Wireframes- Prototypes- Personas / User Models- User Scenarios- User Journeys- Service Blueprints- Storyboarding- PrototypingAnalysis Methods- Task analysis- Heuristic analysis- Competitive analysis- Usability analysis- Customer experienceanalysis- Trend analysis- User needs/ motivations/values analysis
  • p11Research, Analysis, Synthesis (and Design)… hereWhat do you think?
  • p12PrecursorsBefore we dive into critique, I want toshare a few prior models and influentialthinkers on the topic:
  • p13Bridge Model - Hugh Dubberly, Rick Robinson, Shelley Evenson
  • p14Robinson Model - Rick Robinson
  • p15Kumar Model - Vijay Kumar
  • p16Suri-IDEO Model - Jane Fulton Suri
  • p17Deconstructing Analysis Techniques - Steve BatyDeconstruction: breaking observations downinto component pieces. This is the classicaldefinition of analysis.Manipulation: re-sorting, rearranging andotherwise moving your research data, withoutfundamentally changing it. This is used both asa preparatory technique - i.e. as a precursor tosome other activity - or as a means ofexploring the data as an analytic tool in its ownright.Transformation: Processing the data to arriveat some new representation of theobservations. Unlike manipulation,transformation has the effect of changing thedata.Summarization: collating similar observationstogether and treating them collectively. This isa standard technique in many quantitativeanalysis methods.Aggregation: closely related tosummarization, this technique draws togetherdata from multiple sources. Such collectionstypically represent a “higher-level” view madeup from the underlying individual data sets.Aggregate data is used frequently inquantitative analysis.Generalization: taking specific data from ourobservations and creating general statementsor rules.Abstraction: the process of stripping out theparticulars - information that relates to aspecific example - so that more generalcharacteristics come to the fore.Synthesis: The process of drawing togetherconcepts, ideas, objects and other qualitativedata in new configurations, or to createsomething entirely new.
  • p18Interaction Design Synthesis - Jon KolkoA Working Theory of Design Synthesis: Design synthesis is an abductive sensemakingprocess of manipulating, organizing, pruningand filtering data in an effort to produceinformation and knowledge.The Three Chasms
  • p19Strawman
  • p20Analytic / Synthetic PaletteDeconstruct Categorize AnnotateCombine Arrange TransformSummarize Curate AbstractPredict Prescribe ConceptualizeAggregateImmerseGeneralizeAbduct
  • p21Analytic / Synthetic PaletteOrganize Deconstruct Categorize AnnotateCombine Arrange TransformSummarize Curate AbstractPredict Prescribe ConceptualizeAggregateImmerseGeneralizeAbduct
  • p22Aggregation
  • p23Deconstruction
  • p24Categorization
  • p25Annotation
  • p26ExploreCombine Arrange TransformImmerse
  • p27Analytic / Synthetic PaletteDeconstruct Categorize AnnotateExplore Combine Arrange TransformSummarize Curate AbstractPredict Prescribe ConceptualizeAggregateImmerseGeneralizeAbduct
  • p28Immersion
  • p29Arrange/Rearrange
  • p30Comparison
  • p31Combination
  • p32Transformation
  • p33Analytic / Synthetic PaletteDeconstruct Categorize AnnotateCombine Arrange TransformDescribe Summarize Curate AbstractPredict Prescribe ConceptualizeAggregateImmerseGeneralizeAbduct
  • p34Generalization
  • p35Summarization
  • p36“In some cases we’ll usea part of a questionnaireor a tool to help us getwhat we want, becauseusing the entire thing istoo time consuming.”“I repurposed the prospectletter for my non-HNWclients to introduce them tothe program and transitionthem to a Junior teammember.”“My CSA does all the‘understanding’ phase withprospects, I just come in forthe close.”FAs are wary of showinga “standardized process”or a “branded initiative” totheir clients because itmay negatively impacttheir perceived expertise.“There are data integrationissues between the toolscausing the need for doubleentry of some data”Curation
  • p37BuildingKnowledgeConfiguringProductDesigningNetworkInquiring Modeling DetailingAbstraction
  • p38Analytic / Synthetic PaletteDeconstruct Categorize AnnotateCombine Arrange TransformSummarize Curate AbstractProject Predict Prescribe ConceptualizeAggregateImmerseGeneralizeAbduct
  • p39Abduct(ive reasoning)
  • p40Prediction
  • p41Prescription
  • p42Conceptualization"
  • p43Analytic / Synthetic PaletteOrganize Deconstruct Categorize AnnotateExplore Combine Arrange TransformDescribe Summarize Curate AbstractProject Predict Prescribe ConceptualizeAggregateImmerseGeneralizeAbductAnalysisSynthesis
  • p44Analysis & Synthesis for DesignAn Elephant Surrounded By Blind MenJohn Payne"jpayne@momentdesign.com
  • p45References Kolko, Jon. 2007. Information Architecture andDesign Strategy:The Importance of Synthesisduring the Process of Design. IDSA 2007Educational Conference Proceedings. http://www.jonkolko.com/writingInfoArchDesignStrategy.php (accessedAugust 1, 2009).Dubberly, Hugh et al. 2008. The Analysis-Synthesis Bridge Model. Interactions XV.2 -March / April, 2008 http://www.dubberly.com/articles/interactions-the-analysis-synthesis-bridge-model.html (accessed August 1, 2009).Kolko, Jon. 2009. Design Synthesis. http://designmind.frogdesign.com/videos/misc/design-synthesis.html (accessed August 1,2009).Baty, Steve. 2009. Deconstructing AnalysisTechniques, parts 1 – 3. Johnny Holland.http://johnnyholland.org/magazine/2009/02/deconstructing-analysis-techniques (accessedAugust 1, 2009).
  • p46Images Pages:21: flickr.com/charlietakesphotos22: ../tupwanders23: ../jurvetson24: ../cambodia4kidsorg26: ../msittig27: ../candiedwomanire28: ../thebusybrain29: ../timwilson30: ../barry137: http://en.wikipedia.org/wiki/Diagnosis_(artificial_intelligence)38: ../bb_matt39: ../lxn27140: .. /carbonnyc