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two brains, one headAnalysis and Intuitionin Design PracticeMaria CordellDesign DirectorAdaptive Pathmaria@adaptivepath.co...
#twobrains
#twobrains
“[intuition] is                                                                                         not the only      ...
WTF intuition?                 #twobrains
#twobrains
predictable!                      reliable!   proven!           more          analysis!      rational!                    ...
#twobrains
disruptive!     forward    thinking!                      innovative!           more         intuition!inventive!         ...
predictable!                                                        disruptive!                      reliable!            ...
#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...
analysis   intuition                       #twobrains
We know analysis...                      analysis   intuition                                             #twobrains
•   2x2s                    •   flow diagrams              •   scenarios•   affinity diagram        •   GOMS analysis     ...
What is intuition, really?                      analysis   intuition                                             #twobrains
Towards a Definition“a way of knowing and                 “to some, a sudden flash ofdeciding that is distinct            ...
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...
It’s rapid understanding  shown by individuals,      usually experts,when they face problems                           #tw...
• Intuition grows out of experience• The power of intuition lets us size up  a situation quickly• Intuition depends on the...
#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”                         ...
It’s work the subconscious                                              mind does on our behalf, for                      ...
• Intuition is a non-rational but verifiable aspect  of scientific creativity• Absolute postulates transcend experience• I...
“For the creation of atheory, the merecollection of recordedphenomena never suffices—there must always beadded a free inve...
data                                                           facts and                               data               ...
1#   Tacit Knowledge2#   Insight                      #twobrains
intuitivemachine            #twobrains
analysis      expertise                             domain                                                                ...
reports / prior researchstakeholder & user interviews                                                                     ...
analysis   intuitionactivity           timeProject                          Project Start                            End  ...
analysis   intuition                       #twobrains
•   methodical            •   logical            •   controlled                       • descriptiveanalysis    •          ...
analysis   intuition                       #twobrains
analysis     intuition                         UX practice       empathy            happens                            her...
thanks!Maria CordellDesign DirectorAdaptive Pathmaria@adaptivepath.com@mcordell#twobrains                         #twobrains
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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 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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Transcript of "Two Brains, One Head: Analysis and Intuition in Design Practice"

  1. 1. two brains, one headAnalysis and Intuitionin Design PracticeMaria CordellDesign DirectorAdaptive Pathmaria@adaptivepath.com@mcordell#twobrains #twobrains
  2. 2. #twobrains
  3. 3. #twobrains
  4. 4. “[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
  5. 5. WTF intuition? #twobrains
  6. 6. #twobrains
  7. 7. predictable! reliable! proven! more analysis! rational! systematic!scientific! logical! #twobrains
  8. 8. #twobrains
  9. 9. disruptive! forward thinking! innovative! more intuition!inventive! inspired! unsystematic! insightful! #twobrains
  10. 10. predictable! disruptive! reliable! forward thinking! innovative! proven! more more analysis! intuition! rational! inventive! inspired! systematic!scientific! unsystematic! logical! insightful! #twobrains
  11. 11. #twobrains
  12. 12. analysis intuition #twobrains
  13. 13. analysis + intuition #twobrains
  14. 14. “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
  15. 15. analysis intuition #twobrains
  16. 16. We know analysis... analysis intuition #twobrains
  17. 17. • 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
  18. 18. What is intuition, really? analysis intuition #twobrains
  19. 19. 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
  20. 20. 2 types of Intuition #twobrains
  21. 21. Intuition as# 1 Tacit Knowledge #twobrains
  22. 22. Intuition is non-conscious stuff the brain does for us.** Mysterious only insofar as the way our brains work is mysterious. #twobrains
  23. 23. It’s rapid understanding shown by individuals, usually experts,when they face problems #twobrains
  24. 24. • 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
  25. 25. #twobrains
  26. 26. Patterns! #twobrains
  27. 27. Intuition is a storehouse ofpatterns and knowledge #twobrains
  28. 28. Intuition as2# Insight #twobrains
  29. 29. Insight is the realm of non-linear thinking,the process that brings forth “hidden truths” #twobrains
  30. 30. 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
  31. 31. • 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
  32. 32. “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
  33. 33. data facts and data insights understanding data inspection synthesis, & analysis intuitive leaps, abductionAdapted from Exposing the Magic of Design by Jon Kolko #twobrains
  34. 34. 1# Tacit Knowledge2# Insight #twobrains
  35. 35. intuitivemachine #twobrains
  36. 36. analysis expertise domain research knowledge design practiceconcrete principles intuitionabstract empathy improvisation curiosity reflection imagination common sense creativity playfulness #twobrains
  37. 37. reports / prior researchstakeholder & user interviews • understanding • connections intuitive • insights machine • new ideas inspection reflection trends & analytics & analysis & synthesis #twobrains
  38. 38. analysis intuitionactivity timeProject Project Start End #twobrains
  39. 39. analysis intuition #twobrains
  40. 40. • 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
  41. 41. analysis intuition #twobrains
  42. 42. analysis intuition UX practice empathy happens here #twobrains
  43. 43. thanks!Maria CordellDesign DirectorAdaptive Pathmaria@adaptivepath.com@mcordell#twobrains #twobrains
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