Two Brains, One Head: Analysis and Intuition in Design Practice
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Two Brains, One Head: Analysis and Intuition in Design Practice

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Often connected to the unexplained or mysterious, intuition gets a bad rap. Yet intuition is at the heart of creativity, and significant advances in our understanding of the physical world are borne ...

Often connected to the unexplained or mysterious, intuition gets a bad rap. Yet intuition is at the heart of creativity, and significant advances in our understanding of the physical world are borne of intuitive leaps. While some hail its power, others advocate that what’s needed is more analysis — not intuition! What does this mean for us? What is intuition and why is it so divisive? And does it have a role in design?

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    Two Brains, One Head: Analysis and Intuition in Design Practice Two Brains, One Head: Analysis and Intuition in Design Practice Presentation Transcript

    • two brains, one headAnalysis and Intuitionin Design PracticeMaria CordellDesign DirectorAdaptive Pathmaria@adaptivepath.com@mcordell#twobrains #twobrains
    • #twobrains
    • #twobrains
    • “[intuition] is not the only ingredient in design, but possibly the most important.“Most processes Schools tend to leave out the discount stuff no one intuition as an wants to talk ingredient of about: your workingmagic, intuition process because and leaps of they cant faith.” quantify it.” Michael Bierut David Carson photo source: @michaelbierut photo source: info@marceckardt.de #twobrains
    • WTF intuition? #twobrains
    • #twobrains
    • predictable! reliable! proven! more analysis! rational! systematic!scientific! logical! #twobrains
    • #twobrains
    • disruptive! forward thinking! innovative! more intuition!inventive! inspired! unsystematic! insightful! #twobrains
    • predictable! disruptive! reliable! forward thinking! innovative! proven! more more analysis! intuition! rational! inventive! inspired! systematic!scientific! unsystematic! logical! insightful! #twobrains
    • #twobrains
    • analysis intuition #twobrains
    • analysis + intuition #twobrains
    • “We must use both types of thinking, beable to turn off the rational brain at times,and revel in the chaos. At other times, wemust tune out the chaos and thinkrationally.The responsive, creative designer must bean ambidextrous thinker. Such a person,capable of dealing effectively with bothintuition and logic, is centered and able tothink holistically and integratively.”John Motloch #twobrains
    • analysis intuition #twobrains
    • We know analysis... analysis intuition #twobrains
    • • 2x2s • flow diagrams • scenarios• affinity diagram • GOMS analysis • sketching• analytics / metrics • heuristic analysis • surveys• backcasting • information architecture • task analysis• card sorting • journey maps • taxonomies• competitive analysis • kano analysis • usability studies• comparative analysis • mental models • use cases• content audit • metadata schema • validation testing• content inventory • navigation diagrams • wireframes• content modeling • pattern libraries• controlled vocabulary • prototypes analysis• expert review • requirements #twobrains
    • What is intuition, really? analysis intuition #twobrains
    • Towards a Definition“a way of knowing and “to some, a sudden flash ofdeciding that is distinct insight, or even thefrom and complements spiritual experience oflogical analysis” discovering a hidden truth” intuitionDaniel Simons & Christopher Chabris #twobrains
    • 2 types of Intuition #twobrains
    • Intuition as# 1 Tacit Knowledge #twobrains
    • Intuition is non-conscious stuff the brain does for us.** Mysterious only insofar as the way our brains work is mysterious. #twobrains
    • It’s rapid understanding shown by individuals, usually experts,when they face problems #twobrains
    • • Intuition grows out of experience• The power of intuition lets us size up a situation quickly• Intuition depends on the use of experience to recognize key patterns that indicate the dynamics of the situation Sources of Power: How People Make Decisions Gary Klein #twobrains
    • #twobrains
    • Patterns! #twobrains
    • Intuition is a storehouse ofpatterns and knowledge #twobrains
    • Intuition as2# Insight #twobrains
    • Insight is the realm of non-linear thinking,the process that brings forth “hidden truths” #twobrains
    • It’s work the subconscious mind does on our behalf, for the conscious mind to work out in detailAdapted from Advances in Simulation: The Interplay of Inspiration, Intuition, Abstraction, and Experimentation by James R. Wilson #twobrains
    • • Intuition is a non-rational but verifiable aspect of scientific creativity• Absolute postulates transcend experience• Intuition is an “inspired guess” that leads to absolute postulates or hypotheses• It’s how Albert Einstein discovered that gravity is geometry—the central conclusion of the theory of general relativity The Cosmic Code: Quantum Physics as the Language of Nature Heinz Pagels #twobrains
    • “For the creation of atheory, the merecollection of recordedphenomena never suffices—there must always beadded a free invention ofthe human mind thatattacks at the heart ofthe matter.”Albert Einsteinin The Cosmic Code #twobrains
    • data facts and data insights understanding data inspection synthesis, & analysis intuitive leaps, abductionAdapted from Exposing the Magic of Design by Jon Kolko #twobrains
    • 1# Tacit Knowledge2# Insight #twobrains
    • intuitivemachine #twobrains
    • analysis expertise domain research knowledge design practiceconcrete principles intuitionabstract empathy improvisation curiosity reflection imagination common sense creativity playfulness #twobrains
    • reports / prior researchstakeholder & user interviews • understanding • connections intuitive • insights machine • new ideas inspection reflection trends & analytics & analysis & synthesis #twobrains
    • analysis intuitionactivity timeProject Project Start End #twobrains
    • analysis intuition #twobrains
    • • methodical • logical • controlled • descriptiveanalysis • • direct; explicit conscious • logical path from situation to outcome • directly traceable • “scientific” • deductive and inductive • skill-based • internalized • responsive indirect; implicit • expert pattern matching of situation tointuition • • subconscious tacit response • pattern oriented knowledge • linear; continuous • multi-faceted • reflective • expert synthesis of conditions & data insight • indirectly traceable • inferred connections • nonlinear; discontinuous • abductive #twobrains
    • analysis intuition #twobrains
    • analysis intuition UX practice empathy happens here #twobrains
    • thanks!Maria CordellDesign DirectorAdaptive Pathmaria@adaptivepath.com@mcordell#twobrains #twobrains