IDSA Midwest Conference - Mind the Gap


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Mind the Gap_Bridging the Gap Between Research and Design.
How can we ensure that research insights have the power to inform and inspire design? Communicating insights in ways that are meaningful, actionable, descriptive and aspirational demonstrate value and illustrate futures rich with customer understanding. Insight translation is the next step in design research providing alignment within companies and inspiration for designers.

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IDSA Midwest Conference - Mind the Gap

  1. 1. MIND THE GAP.Bridging the gap between... ...research & design Erin Hamilton & Drew Smith
  2. 2. PRIMARY GOAL OF RESEARCH. RESEARCH Inform and Inspire DESIGN Copyright © Lextant, Inc. 2012
  3. 3. MIND THE GAP. THE GAP RESEARCH DESIGN Copyright © Lextant, Inc. 2012
  4. 4. WHY IS THERE A GAP? THE GAP RESEARCH DESIGN Bad data Poor communication What’s Important? How do I use this? Copyright © Lextant, Inc. 2012
  5. 5. BRIDGING THE GAP. THE GAP RESEARCH DESIGN Copyright © Lextant, Inc. 2012
  7. 7. 1Figure out what’s important. Copyright © Lextant, Inc. 2012
  8. 8. 1) FIGURE OUT WHAT’S IMPORTANT. Avoid the 1,000 page report! More and more companies are becoming one page cultures for a reason.Concise research findings increases adoption and use. Copyright © Lextant, Inc. 2012
  9. 9. 1) FIGURE OUT WHAT’S IMPORTANT. Copyright © Lextant, Inc. 2012
  10. 10. 1) FIGURE OUT WHAT’S IMPORTANT. Look for patterns via frequency or severity. The more structured your analysis & synthesis is, the easier the process. 75% 15%Ensure you’re designing for the right problem. Copyright © Lextant, Inc. 2012
  11. 11. 1) FIGURE OUT WHAT’S IMPORTANT. Align your team. Involve all stakeholders in the process of determining what’s important. MGMT DESIGN ENG R&D MKTInnovation moves faster when everyone is moving in the same direction. Copyright © Lextant, Inc. 2012
  12. 12. 2Develop a framework. Copyright © Lextant, Inc. 2012
  13. 13. 2) DEVELOP A FRAMEWORK. Develop a structure that organizes the insights. EMOTIONS 1 2 BENEFITS How do people want to feel? What does the product have to provide to make EXAMPLE: people feel this way? a) I want to feel confident that my phone will never fail. EXAMPLES: a) My phone will not break. b) My phone always looks new. 3 FEATURES How does the product deliver the benefits? EXAMPLES: a) My phone is shockproof. b) My phone is scratch proof. 4 ATTRIBUTES What sensory cues do people associate with these features? EXAMPLES:Structure brings clarity. a) My phone has a recessed screen. b) My phone has rubberized contact surfaces. Copyright © Lextant, Inc. 2012 Anatomy of an
  14. 14. 3Make it “sticky.” Copyright © Lextant, Inc. 2012
  15. 15. 3) MAKE IT “STICKY” Know your audience. Understand how they are going to use the information internally.Ensure a seamless transition of knowledge to the organization. Copyright © Lextant, Inc. 2012
  16. 16. 3) MAKE IT “STICKY” Communicate the big ideas, hierarchy, and relationships.The brain processes visual information quicker and with greater comprehension. Copyright © Lextant, Inc. 2012
  17. 17. 3) MAKE IT “STICKY” Communicate the big ideas, hierarchy, and relationships.Diagrams become a quick and easy way to activate and share knowledge throughout an organization. Copyright © Lextant, Inc. 2012
  18. 18. 3) MAKE IT “STICKY” Build empathy by bringing the user to life.Being in the mindset of the user helps guide unanticipated design decisions. Copyright © Lextant, Inc. 2012
  19. 19. 4Focus creativity. Copyright © Lextant, Inc. 2012
  20. 20. 4) FOCUS CREATIVITY. Identify, organize, and prioritize opportunities.Provide clear direction for the organization’s short and long term future. Generate momentum. Copyright © Lextant, Inc. 2012
  21. 21. 5Envision the future. Copyright © Lextant, Inc. 2012
  22. 22. 5) ENVISION THE FUTURE. Take the selected opportunity and embody the emotions and benefits the design needs to deliver.Build alignment around a design concept. Copyright © Lextant, Inc. 2012
  23. 23. 5) ENVISION THE FUTURE. Embody the features and attributes the design needs to communicate.Inspire and inform design in an actionable way. Copyright © Lextant, Inc. 2012
  24. 24. FIVE PRINCIPLES TO BRIDGE THE GAP.  Figure out what’s important.  Develop a framework.  Make it “sticky.”  Focus creativity.  Envision the future. Copyright © Lextant, Inc. 2012
  25. 25. THANK YOU. Erin Hamilton Design Research, Senior Associate m Drew Smith Insight Translation Senior Associate m