Insight Translation - Bridging the Gap Between Research & Design

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    Insight Translation - Bridging the Gap Between Research & Design - Presentation Transcript

    1. Insight Translation | Principles | Stimulus Planning | Big Ideas Insight Translation Bridging the gap between research and design Presented on: September 19, 2008 > Marty Gage Design Research Vice President, Lextant
    2. Insight Translation | |Principles | | Stimulus Planning || Big Ideas Insight Translation Principles Stimulus Planning Insight Translation Insight Translation bridges the gap > between Design Research and the actual Design Process. Insight Translation
    3. Insight Translation | Principles | Stimulus Planning | Big Ideas Insight Translation From “What do I do now?” > To “OH! I can draw that…” >
    4. Insight Translation | Principles | Stimulus Planning | Big Ideas Insight Translation Design = Problem Solving > Design Research = Problem Seeking > ? DESIGN RESEARCH DESIGN
    5. Insight Translation | Principles | Stimulus Planning | Big Ideas Insight Translation The Gap: Articulating the Problem > • People don’t rally around the problem if it’s stated in the form of a solution. Instead, they argue about how you solved it. SOLUTION DESIGN RESEARCH DESIGN
    6. Insight Translation | Principles | Stimulus Planning | Big Ideas Insight Translation Insight Translation bridges the gap > between Design Research and the actual Design Process. Insight DESIGN RESEARCH DESIGN Translation
    7. Insight Translation | Principles | Stimulus Planning | Big Ideas Insight Translation Requires visual skills and concrete thinking > to embody abstract ideas and principles. The object is not to solve the problem, > but to create a framework to focus creativity. GAP
    8. Insight Translation | Principles | Stimulus Planning | Big Ideas Insight Translation Builds alignment (shared vision among > different groups) by creating institutional knowledge…
    9. Insight Translation | Principles | Stimulus Planning | Big Ideas Insight Translation … and then uses inspiration to change > the way different roles and functions within a team work together. CHANGE
    10. Insight Translation | Principles | Stimulus Planning | Big Ideas Insight Translation Expressing design problems in a meaningful > and inspirational way can make the difference between great design thinking and wasted time and money.
    11. Insight Translation | Principles | Stimulus Planning | Big Ideas Insight Translation The content for translation is determined by > the research approach. DESIGN RESEARCH Do Plan Understand Build Insight Understand User Input Analyze Insights DESIGN Methodology Translation
    12. Insight Translation | Principles | Stimulus Planning | Big Ideas Participatory Participatory research gets the closest to > customer sentiment.
    13. Insight Translation | Principles | Stimulus Planning | Big Ideas Multi-Sensory Participatory
    14. Insight Translation | Principles | Stimulus Planning | | Big Ideas Insight Translation | Principles | Stimulus Planning Big Ideas Multi-Sensory Participatory
    15. Insight Translation | Principles | Stimulus Planning | | Big Ideas Insight Translation | Principles | Stimulus Planning Big Ideas Multi-Sensory Participatory
    16. Insight Translation | Principles | Stimulus Planning | Big Ideas Multi-Sensory Participatory
    17. Insight Translation | | Principles | Stimulus Planning | Big Ideas Insight Translation Principles Insight Translation Insight Translation bridges the gap > between Design Research and the actual Design Process. Principles
    18. Insight Translation | | Principles | Stimulus Planning | Big Ideas Insight Translation Principles Principles of Insight Translation Aspirational Actionable Meaningful Inspirational
    19. Insight Translation | | Principles | Stimulus Planning | Big Ideas Insight Translation Principles aspirational + actionable + meaningful + inspirational Process Aspirational Expresses what people wish.
    20. Insight Translation | | Principles | Stimulus Planning | Big Ideas Insight Translation Principles aspirational + actionable + meaningful + inspirational Process Actionable Data that affords translation. Concrete. Sensory. Direct.
    21. Insight Translation | | Principles | Stimulus Planning | Big Ideas Insight Translation Principles aspirational + actionable + meaningful + inspirational Process Meaningful Clearly linked to the research data.
    22. InsightTranslation | | Principles | | Stimulus Planning | Big Ideas Insight Translation Principles Stimulus Planning | Big Ideas 34% 98% modern waterproof 62% protected 54% 32% 24% portable drop proof stylish
    23. InsightTranslation | | Principles | | Stimulus Planning | Big Ideas Insight Translation Principles Stimulus Planning | Big Ideas
    24. Insight Translation | | Principles | Stimulus Planning | Big Ideas Insight Translation Principles aspirational + actionable + meaningful + inspirational Process
    25. Insight Translation | | Principles | Stimulus Planning | Big Ideas Insight Translation Principles aspirational + actionable + meaningful + inspirational Process Inspirational Descriptive not prescriptive. Feminine Hi-tech Athletic Industrial Feminine Modern, Sporty function and No extra color white, retro look, simple control contours, look and compact, maybe simple Clean, crisp, measure steps luxurious, Stylish, dark Stainless steel Sporty the way it chrome, lot modern look, heavy duty locks secure, cell of functions masculine, phone should look professional. Heavy, police, Feminine sporty. Portability, beefy, macho Small, Contrast of connections. functional, two sleek and materials. Sporty like my Classic, built to durable Nike shoes last, thick plastic, Color; black Feminine, affordable and silver professional Curvy lines and Mean and tough Colors cool materials texture and rubber Thin, solid and Cute dots conforms to and color wrist
    26. Insight Translation | | Principles | Stimulus Planning | Big Ideas Insight Translation Principles aspirational + actionable + meaningful + inspirational Process
    27. Insight Translation | | Principles | Stimulus Planning | Big Ideas Insight Translation Principles aspirational + actionable + meaningful + inspirational Process
    28. Insight Insight Translation | Process | Examples | | Big Ideas Insight Translation | | Principles | Stimulus Planning Translation Principles Big Ideas Example Question What is a rugged phone? >
    29. Insight Translation | | Principles | Stimulus Planning | Big Ideas Insight Translation Principles Example Question
    30. Insight Translation | | Principles | Stimulus Planning | Big Ideas Insight Translation Principles Example Question
    31. Insight Translation | | Principles | Stimulus Planning | Big Ideas Insight Translation Principles Applications Product attributes (looks, acts, feels) > Interactions > Building blocks > Experiential criteria > What does _________ look like? >
    32. Insight Translation | | Principles | Stimulus Planning | Big Ideas Insight Translation Principles Principles of Insight Translation Aspirational Actionable Meaningful Inspirational
    33. InsightTranslation | | Principles | | Stimulus Planning | | Big Ideas Insight Translation | Process | Examples Insight Translation Principles Stimulus Planning Big Ideas Insight Translation Insight Translation bridges the gap > between Design Research and the actual Design Process. Stimulus Planning
    34. InsightTranslation | | Principles | | Stimulus Planning | Big Ideas Insight Translation Principles Stimulus Planning Sample Kit
    35. InsightTranslation | | Principles | | Stimulus Planning | Big Ideas Insight Translation Principles Stimulus Planning Data Translation Stimulus selection bridges the gap > between data and translation. DESIGN RESEARCH Do Plan Understand Build Insight Understand User Input Analyze Insights DESIGN Methodology Translation Stimulus Aspirational Planning for Actionable Insight Meaningful Translation Inspirational
    36. Insight Translation | |Process | | Examples Planning | Planning Principles | Stimulus |Planning Stimulus Stimulus Big Ideas InsightTranslation Insight Translation Principles Stimulus Planning Insight Translation Insight Translation bridges the gap > between Design Research and the actual Design Process. Stimulus Planning
    37. InsightTranslation | | Principles | | Stimulus Planning | Big Ideas Insight Translation Principles Stimulus Planning Stimulus Planning Increase meaning (connection to the data) > by shortening the leap between actionable stimuli and inspirational design metaphors. Challenge: focus on what the stimuli could > express, not on their function.
    38. InsightTranslation | | Principles | | Stimulus Planning | Big Ideas Insight Translation Principles Stimulus Planning Stimulus Planning Examples Lighters > Flashlights > Briefcases > Watches > Cars > Close up of USER’s hand picking stimulus
    39. InsightTranslation | | Principles | | Stimulus Planning | Big Ideas Insight Translation Principles Stimulus Planning Example: Lighters
    40. InsightTranslation | | Principles | | Stimulus Planning | Big Ideas Insight Translation Principles Stimulus Planning Example: Lighters
    41. InsightTranslation | | Principles | | Stimulus Planning | Big Ideas Insight Translation Principles Stimulus Planning Example: Flashlights
    42. InsightTranslation | | Principles | | Stimulus Planning | Big Ideas Insight Translation Principles Stimulus Planning
    43. InsightTranslation | | Principles | | Stimulus Planning | Big Ideas Insight Translation Principles Stimulus Planning Example: Briefcases
    44. InsightTranslation | | Principles | | Stimulus Planning | Big Ideas Insight Translation Principles Stimulus Planning
    45. InsightTranslation | | Principles | | Stimulus Planning | Big Ideas Insight Translation Principles Stimulus Planning Example: Watches
    46. InsightTranslation | | Principles | | Stimulus Planning | Big Ideas Insight Translation Principles Stimulus Planning
    47. InsightTranslation | | Principles | | Stimulus Planning | Big Ideas Insight Translation Principles Stimulus Planning Example: Cars
    48. InsightTranslation | | Principles | | Stimulus Planning | Big Ideas Insight Translation Principles Stimulus Planning
    49. InsightTranslation | | Principles | | Stimulus Planning | Big Ideas Insight Translation Principles Stimulus Planning Sample Kit
    50. InsightTranslation | | Principles | | Stimulus Planning | Big Ideas Insight Translation Principles Stimulus Planning
    51. InsightTranslation | | Principles | | Stimulus Planning | Big Ideas Insight Translation Principles Stimulus Planning “OH! I can draw that…”
    52. Insight Translation || Principles || Stimulus Planning || Big Ideas Insight Translation Principles Stimulus Planning Big Ideas Insight Translation Insight Translation bridges the gap > between Design Research and the actual Design Process. Big Ideas
    53. Insight Translation || Principles || Stimulus Planning || Big Ideas Insight Translation Principles Stimulus Planning Big Ideas Insight Translation Provides a clear transition from customer > meaning to product attributes – focusing team creativity for market success.
    54. Insight Translation || Principles || Stimulus Planning || Big Ideas Insight Translation Principles Stimulus Planning Big Ideas Insight Translation Requires visual skills and concrete thinking > to embody abstract ideas and principles. The object is to create a framework > that helps focus creativity, not to solve the problem.
    55. Insight Insight Translation | Process | Examples ||| Big Ideas Insight Translation || Principles || Stimulus Planning Translation Principles Stimulus Planning Big Ideas Big Ideas Big Ideas Insight Translation can be: > Aspirational Actionable Meaningful Inspirational Planning is critical to getting > the right input from people to effectively translate insights for design teams.
    56. Insight Translation | Principles | Stimulus Planning | Big Ideas Thank you! > Marty Gage Design Research Vice President, Lextant informing & inspiring great design

    + Dan RockwellDan Rockwell, 10 months ago

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    1914 views, 18 favs, 2 embeds more stats

    a 2008 presentation by Marty Gage of Lextant

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