Inspiring Creativity - EPIC 2011 - Lextant

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Our workshop titled “Inspiring Creativity” then built on this by providing attendees a first-hand opportunity to practice Lextant’s Prime, Dream, Create approach to participatory design.

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Inspiring Creativity - EPIC 2011 - Lextant

  1. 1. EPIC 2011 INSPIRING CREATIVITY: Using participatory design to understand people’s desires and guide innovation
  2. 2. WHAT ARE 1.  IntroductionsWE DOINGTODAY? 2.  Overview of Participatory Design 3.  Hands-on activities •  Review homework •  Discuss ideal experience •  Create ideal solution 4.  Re ection 5.  Next Steps 6.  Conclusion
  3. 3. WHO ARE Marty Gage VP Design ResearchWE? mgage@lextant.com Taylor Lies Design Research Director tlies@lextant.com Lindsey Messervy Design Research Associate lmesservy@lextant.com
  4. 4. WHAT A new perspective on people’s inherent creativity thatSHOULD YOU helps you move beyond ethnographyGET OUT OFTODAY? An appreciation for desired experiences; their the importance and usefulness A new research method you can add to your arsenal
  5. 5. WHAT DEFINES A research and design method founded upon the idea of designing with people, not for themPARTICIPATORYDESIGN? A belief that all people can express what they want because they are inherently creative The use of exercises, tools, and stimuli to allow people to better express themselves Participants create something, not just talk or react; it may be an experience, a product, an environment, a process, etc.
  6. 6. WHY USE People are inherently creative, but need helpPARTICIPATORY expressing their creativityDESIGN? Dreams, wishes, and future stories are important to understand but can be difficult to express The results are useful and relevant ideas and insights because the intended users generated them
  7. 7. WHAT DOESPARTICIPATORYDESIGN LOOKLIKE?
  8. 8. HOW DOES ITWORK ?
  9. 9. HOW DOES IT PRIME 1.  SELF-DOCUMENT – Make participants aware of their current experience by immersing themselves in itWORK ? 2.  EXPRESS CURRENT – Allow them to describe current emotions and experiences DREAM 3.  EXPRESS IDEAL – Allow them to describe the ideal emotions and experiences 4.  CONTRAST CURRENT WITH IDEAL – Focus on improving their experience in the future CREATE 5.  CREATE SOLUTION – Explore how the desired can be delivered 6.  DESCRIBE SOLUTION – Help them to discuss their ideal
  10. 10. Experience ThingHOW DOES ITWORK ? How do I feel today? What does it do? Current What am I able to do? How does it act? What is my experience like? What is appealing? What issues exist? How do I want to feel? What should it do? What might I do? How should it act? Ideal What do I want my future What should it look, feel, sound, experiences to be like? taste, and smell like?
  11. 11. Experience ThingHOW DOES ITWORK ? PRIME PRIME Current Ideal
  12. 12. Experience ThingHOW DOES ITWORK ? Current DREAM Ideal
  13. 13. Experience ThingHOW DOES ITWORK ? Current CREATE Ideal
  14. 14. 1.  SELF-DOCUMENT – Make them aware of their current experienceHOW DO WE •  Use moment capture to help participants quickly note when they think, feel, act, orPRIME ? interact with the research topic •  Use journaling to capture first thoughts and context. It also serves to get the participant to begin to think about relevant current experiences. •  Always have the participant document their thinking, feeling, and what they wish for. This prepares them for future activities and the interview. 2.  EXPRESS CURRENT – Help them to discuss current emotions •  Use the homework activities to allow participants to document their current experiences. Ensure there is a broad range of stimuli so as not to be leading and that there are equal amounts of positive and negative stimuli.
  15. 15. ACTIVITY 1: PRIME
  16. 16. 3.  EXPRESS IDEAL – Allow them to describe the ideal emotions and experiencesHOW DO WE •  Also, in the homework, use the collage activity to allow participants to document their idealDREAM ? experiences. 4.  CONTRAST CURRENT WITH IDEAL – Focus on improving their experience in the future •  Probe on each word and image stimuli to understand what it means to the participant. •  Start with the “current” part of the canvas and then move to the “ideal”. This enables the participant to get the negative out of the way and focus on the positive. •  Get the participant in a dream-like state to capture the desired experience. Anything should be possible – there should be no constraints or boundaries to what they desire.
  17. 17. HOW DO WEDREAM ?
  18. 18. ACTIVITY 2: DREAM
  19. 19. 5.  CREATE SOLUTION – Explore how the desired can be deliveredHOW DO WE •  Attribute activities use image, word, and sensory stimuli that serve to link idealCREATE? experiences to product attribute metaphors. •  Use the summarized themes from the participant’s ideal experience to build out their ideal solution. •  Once you are ready to present the sensory stimulus, lead with smells since this engages the participant’s memory, directly links experiences to ‘things’, and allows them to really ‘settle into’ a dream-like state. •  Allow the participant to place the actual stimulus piece on the canvas but you should also place a sticker that represents the object on the canvas for data entry purposes.
  20. 20. 6.  DESCRIBE SOLUTION – Help the participant discuss their ideal solutionHOW DO WE •  Once the canvas is built, ask the participant to designate boundaries between an clustersCREATE? or groups that exist. Try to understand what unites those stimuli as a group. •  Probe on each word and image stimuli to understand what it means to the participant. Use the stimuli as tools to help understand their ideal solution and drive down to the feature and attribute level. •  By the end of the activity, you should have a clear understanding of how a solution will specifically provide the experience that the participant wants.
  21. 21. ACTIVITY 3: CREATE
  22. 22. WHAT DO Questions?YOU THINK,SO FAR? Comments? How do you think you could use participatory design?
  23. 23. WHAT DO WEDO WITH THEDATA?
  24. 24. WHAT DO WEDO WITH THEDATA?Data Entry Code & Normalize Find Patterns De ne Patterns Identify Themes Translate Findings
  25. 25. WHAT DO WEDO WITH THEDATA?Data Entry Code & Normalize Find Patterns De ne Patterns Identify Themes Translate Findings
  26. 26. Title Definition # obligation to respond I feel obligated to stop what ever Im doing and respond to people no matter the situation 101 overly dependent I rely heavily on my phone, I am lost and unable to manage without it 102WHAT DO WE everything at fingertips I am able to do anything on my phone, Im as capable as I am at my desk (computer) plus some 103 direct functionality I have immediate and direct access to what I need, every task is simple, easy and quick 104DO WITH THE customized for me my phone is customized to my needs, I have the ability to make adjustments and personalizations that are unique to me 105DATA? in control contextually sensitive I am in control of things that are going on in my life my phone recognizes where I am and what I am doing and changes how it works and behaves 106 107 help when I need it if something goes wrong with my phone I can immediately fix it with help 108 limit access I can limit how much access people have to me so I can focus on what I am doing or who I am with 110 too accessible I am too accessible to people and as a result I am always being interrupted at work and at home 111 simplified physical int. physically using my phone is simple and effortless 112 complex physical int. physically using my phone is difficult and complex 113 multi-tasks I am able to do multiple things at one time 114 use full potential I know everything my phone can do so I can use it to its fullest potential 115 unaware of potential I dont know everything my phone can do and I am not sure if I am using it to its fullest 116 accessible and responsive I am accessible to everyone, I can be responsive to peoples needs, others can rely on me to get the 117 answers they need, and I am able to deal with things as they come organized and on-track my phone helps me make sure I am doing what I need to be doing and not missing a thing, it 118 organizes my life and my information so I dont have to remember everything desk behavior my desk usage and tendencies are… 127 work anywhere anytime No matter where I am, Im connected, accessible and able to get things done 128Data Entry Code & Normalize Find Patterns De ne Patterns Identify Themes Translate Findings
  27. 27. ALL PARTICIPANTS Powerful 27 87% Durable 25 81% Practical / Functional 25 81%WHAT DO WE Comfortable Sleek / Smooth Professional / Serious 22 21 20 71% 68% 65%DO WITH THE Small / Compact Unique / Different Hip / Trendy 20 19 18 65% 61% 58%DATA? Attractive Discrete / Understated 17 16 55% 52% Future / High-Tech 16 52% Intelligent / Responsive 16 52% Reliable / Capable 16 52% Timeless / Classic 15 48% Fun / Exciting 14 45% Luxurious / Expensive 14 45% Relaxed / Casual 11 35% Well constructed / Designed 11 35% Intuitive / Easy 10 32% Simple 10 32% Organize 9 29% Secure 6 19% Aggressive / Decisive 5 16% Personal 5 16% Approachable 3 10% Traditional 3 10% Clean 2 6% Engaging 2 6% Sporty / Athletic 1 3%Data Entry Code & Normalize Find Patterns De ne Patterns Identify Themes Translate Findings
  28. 28. WHAT DO WEDO WITH THEDATA?Data Entry Code & Normalize Find Patterns De ne Patterns Identify Themes Translate Findings
  29. 29. WHAT DO WEDO WITH THEDATA?Data Entry Code & Normalize Find Patterns De ne Patterns Identify Themes Translate Findings
  30. 30. WHAT DO WEDO WITH THEDATA?Data Entry Code & Normalize Find Patterns De ne Patterns Identify Themes Translate Findings
  31. 31. WHAT WE You can empower people to be more creative,HOPE YOU expressive, and articulateTAKE AWAYFROM TODAY People can talk about the future experiences and solutions they want The ideas and insights that people generate themselves are very valuable
  32. 32. Marty GageVP Design Researchmgage@lextant.comTaylor LiesDesign Research Directortlies@lextant.comLindsey MesservyDesign Research Associatelmesservy@lextant.com
  33. 33. WHATCOMPANIESARE USING IT?

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