SDL – Design for Empathy and ChangeIndustrial Design 2012, Georgia Institute of Technology                                ...
why?                                                                           extended                 what?             ...
Thoughts           Actions                                                                External&           &           ...
Problem   Solution
Exploration/   Validation/ formative     summative
IntegrativeStorytelling
visual                                                        RecordingResearch                                           ...
RecordingResearch                                                         Artifact CollectionMethods                      ...
RecordingResearch                                Artifact CollectionMethods                                               ...
RecordingResearch                                Artifact Collection                                     Research ToolMeth...
ResearchCommunication   Reports & Statistics   Personas   Design Brief   Decision Matrix   Post-Purchase   formative      ...
TraditionalProduct and Service Development  Development                                     Development                sum...
NewProduct and Service Development Development                Iteration                     Iteration            summative...
Semantics                 SequenceDesignscape                            Form        Experience   Interaction    Storytell...
• Enable “serial empathy”              • Avoid stereotypingSummarizing   • Enable mnemonicsFindings:              • Focus ...
The Customer Journey Canvas                      © Florian Vollmer & Info Retail 2012 – www.inforetail.com
BrandWayfindingDigital InteractionInfo Graphics/ PrintHuman interactionDigital SignageEnvironmental cuesSmartphone?       ...
Back-Stage Actors      Front-Stage ActorsPhysical and Digital Touchpoints                                   © Florian Voll...
Pre-Service   Service Period    Post-Service                               © Florian Vollmer, 2012 – www.florianvollmer.co...
Ad                                CRMSocial              Service Journey   SocialWoMPast                            WoMExp...
Satisfaction/Expectations   Experiences                             Dissatisfaction                             © Florian ...
© Florian Vollmer & Info Retail 2012 – www.inforetail.com
© Florian Vollmer & Info Retail 2012 – www.inforetail.com
SDL – Design for Empathy and ChangeIndustrial Design 2012, Georgia Institute of Technology                                ...
SDL 08 Design for Empathy and Change
SDL 08 Design for Empathy and Change
SDL 08 Design for Empathy and Change
SDL 08 Design for Empathy and Change
SDL 08 Design for Empathy and Change
SDL 08 Design for Empathy and Change
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SDL 08 Design for Empathy and Change

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SDL 08 Design for Empathy and Change

  1. 1. SDL – Design for Empathy and ChangeIndustrial Design 2012, Georgia Institute of Technology www.florianvollmer.com @florianvollmer
  2. 2. why? extended what? organization who? groupThoughts Actions User/ External& & Customer/ Designer Team Company PartnersEmotions Behaviors Consumer © Florian Vollmer, 2012 – www.florianvollmer.com
  3. 3. Thoughts Actions External& & User/ Company PartnersEmotions Behaviors Customer/ Team Consumer Designer causes values insights hypothesis sustainable change © Florian Vollmer, 2012 – www.florianvollmer.com
  4. 4. Problem Solution
  5. 5. Exploration/ Validation/ formative summative
  6. 6. IntegrativeStorytelling
  7. 7. visual RecordingResearch Artifact CollectionMethods Model Collection Statistical Data Observation Participation quantitative qualitative Surveys Archiving Oral Histories Group Interviews Diaries Adopted from: Tim Plowman, Design Research verbal
  8. 8. RecordingResearch Artifact CollectionMethods Model Collection Statistical Data Observation Participation formative summative Surveys Archiving Oral Histories Group Interviews Diaries Adopted from: Tim Plowman, Design Research
  9. 9. RecordingResearch Artifact CollectionMethods Usability Testing Model Collection Participation Analytics Statistical Data Observation Literature Review Questionnaires Taxonomies formative summative Archiving Heuristics Surveys Oral Histories Diaries Group Interviews
  10. 10. RecordingResearch Artifact Collection Research ToolMethods Usability Testing Model CollectionShare Story: Used? Participation Analytics Statistical Data Observation Literature Review Questionnaires Successes and Challenges: formative summative Archiving Related Methods: Heuristics Surveys Oral Histories Diaries Purpose/ Outcome: Group Interviews
  11. 11. ResearchCommunication Reports & Statistics Personas Design Brief Decision Matrix Post-Purchase formative summative Needs Constraints
  12. 12. TraditionalProduct and Service Development Development Development summative summative formative formative Deployment Deployment marketing & sales metrics marketing & sale
  13. 13. NewProduct and Service Development Development Iteration Iteration summative summative summative formative formative formative Deployment Deployment Deployment formative & summative formative & summative formative & summative marketing & sales metrics marketing & sales metrics marketing & sales metrics
  14. 14. Semantics SequenceDesignscape Form Experience Interaction Storytelling Multidisciplinary Intradisciplinary User Behavior Technology Systems Network Florian Vollmer 2012 © Florian Vollmer, 2012 – www.florianvollmer.com
  15. 15. • Enable “serial empathy” • Avoid stereotypingSummarizing • Enable mnemonicsFindings: • Focus on actionablePersonas traits • Root in research • Text, graphics, visuals
  16. 16. The Customer Journey Canvas © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  17. 17. BrandWayfindingDigital InteractionInfo Graphics/ PrintHuman interactionDigital SignageEnvironmental cuesSmartphone? © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  18. 18. Back-Stage Actors Front-Stage ActorsPhysical and Digital Touchpoints © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  19. 19. Pre-Service Service Period Post-Service © Florian Vollmer, 2012 – www.florianvollmer.com © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  20. 20. Ad CRMSocial Service Journey SocialWoMPast WoMExperiences © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  21. 21. Satisfaction/Expectations Experiences Dissatisfaction © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  22. 22. © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  23. 23. © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  24. 24. SDL – Design for Empathy and ChangeIndustrial Design 2012, Georgia Institute of Technology www.florianvollmer.com @florianvollmer

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