Insight Translation - Bridging the Gap Between Research & Design

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

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

Insight Translation | Principles | Stimulus Planning | Big Ideas Insight Translation From “What do I do now?” > To “OH! I can draw that…” >

Insight Translation | Principles | Stimulus Planning | Big Ideas Insight Translation Design = Problem Solving > Design Research = Problem Seeking > ? DESIGN RESEARCH DESIGN

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

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

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

Insight Translation | Principles | Stimulus Planning | Big Ideas Insight Translation Builds alignment (shared vision among > different groups) by creating institutional knowledge…

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

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.

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

Insight Translation | Principles | Stimulus Planning | Big Ideas Participatory Participatory research gets the closest to > customer sentiment.

Insight Translation | Principles | Stimulus Planning | Big Ideas Multi-Sensory Participatory

Insight Translation | Principles | Stimulus Planning | Big Ideas Multi-Sensory Participatory

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

Insight Translation | | Principles | Stimulus Planning | Big Ideas Insight Translation Principles Principles of Insight Translation Aspirational Actionable Meaningful Inspirational

Insight Translation | | Principles | Stimulus Planning | Big Ideas Insight Translation Principles aspirational + actionable + meaningful + inspirational Process Aspirational Expresses what people wish.

Insight Translation | | Principles | Stimulus Planning | Big Ideas Insight Translation Principles aspirational + actionable + meaningful + inspirational Process Actionable Data that affords translation. Concrete. Sensory. Direct.

Insight Translation | | Principles | Stimulus Planning | Big Ideas Insight Translation Principles aspirational + actionable + meaningful + inspirational Process Meaningful Clearly linked to the research data.

Insight Translation | | Principles | Stimulus Planning | Big Ideas Insight Translation Principles aspirational + actionable + meaningful + inspirational Process

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

Insight Translation | | Principles | Stimulus Planning | Big Ideas Insight Translation Principles aspirational + actionable + meaningful + inspirational Process

Insight Translation | | Principles | Stimulus Planning | Big Ideas Insight Translation Principles Example Question

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? >

Insight Translation | | Principles | Stimulus Planning | Big Ideas Insight Translation Principles Principles of Insight Translation Aspirational Actionable Meaningful Inspirational

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

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

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

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.

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

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

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.

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.

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.

Insight Translation | Principles | Stimulus Planning | Big Ideas Thank you! > Marty Gage Design Research Vice President, Lextant informing & inspiring great design

Insight Translation - Bridging the Gap Between Research & Design

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