Your Design Process is Killing You
      Sara Summers * SXSW 2010
Design Process
 Play + Collab = Innovation
Soooo, what is the deal with play?
Dr. Stuart Brown
Play gives us:
 Empathy
  Trust
  Health
   Joy
 Mastery
In the absence of play:
              Depression
                Rigidity
                Dissocial
Inability to handle st...
T he science of play
Prepares us for
unknowns in an
evolving world.
T he science of play
...it’ is critical to
our adaptation.
T he science of play
We’’re HARD WIRED
to play throughout
our lifecycle.
T he science of play
And if done for
it’’s own sake,
play progresses us
towards mastery.
Play drives us to
seek novelty and
newness…
Tina Seelig, Executive Director for the
Stanford Technology Ventures Program
Dr. Seelig, teaches creativity by simply
getting people out of their comfort zone.
Dr. Robert Epstein’’s Shifting
A period of individual ideation, followed by group building
  and generation produces signi...
5 minutes
Individual Ideation
10 minutes
Group Share / Explore
Why play betters emotion and visual thinking
Play elicits our best qualities
          …Kacie Kinzer’’s Tweenbots
100% human dependant robot:
- Straight line movement ...
…Kacie Kinzer’’s Tweenbots


What was the result?
…Kacie Kinzer’’s Tweenbots
After numerous missions:
- No robot was damaged,
lost or stolen.
- Every robot reached it’s
des...
…Kacie Kinzer’’s Tweenbots


What does this tell us?
…Kacie Kinzer’’s Tweenbots

Inspires empathy and
the helpful, hopeful
nature of people.
But I am a perfectly rational, logical adult,
       I problem solve just fine…
T he gambling test
             …Antonio Damasio
 Research shows emotions play a critical
role in social cognition and dec...
…Antonio Damasio ’’s experiment
-Subjects given $2000
play money.
-Instructed to make as
much money as possible.
…Antonio Damasio ’’s experiment
-2 high risk decks
bigger payouts/ $100
severe punishments/ $1000
-2 low risk decks
small ...
…Antonio Damasio ’’s experiment


T he result?
…Antonio Damasio ’’s experiment
On average people turned over 50 cards
before pulling only from the profitable decks.
At 8...
…Antonio Damasio ’’s experiment
After only 10 cards, sensors
attached to subjects palms
detected increased
conductivity.
A...
…Antonio Damasio ’’s experiment


T he hand ‘knew’ what
deck to draw from.
…Antonio Damasio ’’s experiment

Unconscious feelings
from our body…

BIRT H CONSCIOUS T HOUGHT.
Play helps free us
from the dogma of our industry.
At its elemental core,
prototyping is an invitation to play.
Why does any of this matter?
Our industry is not done
   reinventing itself.
Let everyone else worry about
     what is #trending.
YOU go ninja…
-Rethink the technology
- Redesign your process
- SELL your results
Because things are about to move
        REALLY fast…
Play and Design Process - SXSW 2010 by Sara Summers
Play and Design Process - SXSW 2010 by Sara Summers
Play and Design Process - SXSW 2010 by Sara Summers
Play and Design Process - SXSW 2010 by Sara Summers
Play and Design Process - SXSW 2010 by Sara Summers
Play and Design Process - SXSW 2010 by Sara Summers
Play and Design Process - SXSW 2010 by Sara Summers
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  • At 63 developed the Institute for PlayHow did Dr. Brown come to study Play? He began connecting when it WASN’T there, in his work studying homicidal men, like Charles Whitmanthe infamous University of Texas shooter.
  • A neuroscientist, author, and also teaches a course on creativity and innovation at Stanford.
  • Renown neuroscientist
  • Play and Design Process - SXSW 2010 by Sara Summers

    1. 1. Your Design Process is Killing You Sara Summers * SXSW 2010
    2. 2. Design Process Play + Collab = Innovation
    3. 3. Soooo, what is the deal with play?
    4. 4. Dr. Stuart Brown
    5. 5. Play gives us: Empathy Trust Health Joy Mastery
    6. 6. In the absence of play: Depression Rigidity Dissocial Inability to handle stress or ambiguity
    7. 7. T he science of play Prepares us for unknowns in an evolving world.
    8. 8. T he science of play ...it’ is critical to our adaptation.
    9. 9. T he science of play We’’re HARD WIRED to play throughout our lifecycle.
    10. 10. T he science of play And if done for it’’s own sake, play progresses us towards mastery.
    11. 11. Play drives us to seek novelty and newness…
    12. 12. Tina Seelig, Executive Director for the Stanford Technology Ventures Program
    13. 13. Dr. Seelig, teaches creativity by simply getting people out of their comfort zone.
    14. 14. Dr. Robert Epstein’’s Shifting A period of individual ideation, followed by group building and generation produces significantly better ideas.
    15. 15. 5 minutes Individual Ideation
    16. 16. 10 minutes Group Share / Explore
    17. 17. Why play betters emotion and visual thinking
    18. 18. Play elicits our best qualities …Kacie Kinzer’’s Tweenbots 100% human dependant robot: - Straight line movement only - Destination posted on flag - Relies on strangers they meet to reach their location.
    19. 19. …Kacie Kinzer’’s Tweenbots What was the result?
    20. 20. …Kacie Kinzer’’s Tweenbots After numerous missions: - No robot was damaged, lost or stolen. - Every robot reached it’s destination.
    21. 21. …Kacie Kinzer’’s Tweenbots What does this tell us?
    22. 22. …Kacie Kinzer’’s Tweenbots Inspires empathy and the helpful, hopeful nature of people.
    23. 23. But I am a perfectly rational, logical adult, I problem solve just fine…
    24. 24. T he gambling test …Antonio Damasio Research shows emotions play a critical role in social cognition and decision-making.
    25. 25. …Antonio Damasio ’’s experiment -Subjects given $2000 play money. -Instructed to make as much money as possible.
    26. 26. …Antonio Damasio ’’s experiment -2 high risk decks bigger payouts/ $100 severe punishments/ $1000 -2 low risk decks small payouts / $50 rare punishments
    27. 27. …Antonio Damasio ’’s experiment T he result?
    28. 28. …Antonio Damasio ’’s experiment On average people turned over 50 cards before pulling only from the profitable decks. At 80 cards they could articulate WHY they preferred them.
    29. 29. …Antonio Damasio ’’s experiment After only 10 cards, sensors attached to subjects palms detected increased conductivity. AKA nervousness.
    30. 30. …Antonio Damasio ’’s experiment T he hand ‘knew’ what deck to draw from.
    31. 31. …Antonio Damasio ’’s experiment Unconscious feelings from our body… BIRT H CONSCIOUS T HOUGHT.
    32. 32. Play helps free us from the dogma of our industry.
    33. 33. At its elemental core, prototyping is an invitation to play.
    34. 34. Why does any of this matter?
    35. 35. Our industry is not done reinventing itself.
    36. 36. Let everyone else worry about what is #trending.
    37. 37. YOU go ninja… -Rethink the technology - Redesign your process - SELL your results
    38. 38. Because things are about to move REALLY fast…
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