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Eight Eyes & The Art of Seeing

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A presentation on Observation in Design Research, conducted as part of a Design Thinking workshop

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Eight Eyes & The Art of Seeing

  1. 1. Why is itimportantto Observe?
  2. 2. Is Observing the same as Seeing?
  3. 3. So what should you look for?
  4. 4. Eight Eyes & the Art of Seeing
  5. 5. #1.Rituals/HabitsSomething that you do in day to day life on a recurring basis, may or maynot be for a specific reason, may or may not be done consciously.
  6. 6. #1.Rituals/Habits
  7. 7. #1.Rituals/Habits
  8. 8. #2. AssociationsDo you relate an object/thought/emotion/memory/person with anotherobject/thought/emotion/memory/person?VampireDogCrayonsSaveComputer
  9. 9. #2. Associations ?
  10. 10. #3. Cultural MarkersSigns that reflect the cultural or societal norms, thought orpractice of a person/group/place/age.
  11. 11. #3. Cultural Markers
  12. 12. #3. Cultural Markers
  13. 13. #3. Personal/Usage MarkersSigns that reflect your personality, preferences, usage etc.
  14. 14. #3. Personal/Usage Markers
  15. 15. #5. Delight FactorsWhat makes you happy? What makes you as excited as a child? Whatmakes you fall in love with a product?
  16. 16. #6. Pain PointsWhat makes you cry? What makes you tear out your hair in frustration?What makes you wish for something else?
  17. 17. #7. WorkaroundsThe path that a person resorts to, either to circumvent a problem or tooptimize & make the best of a given situation.
  18. 18. #7. Workarounds
  19. 19. #8. ConstraintsConstraints can be environmental, situational, personal, social,technological or financial.$ 30,000 $ 300
  20. 20. #8. Constraints
  21. 21. Observation Understanding What is an Insight?
  22. 22. Observation Why? Why? Why? Why? Why? Insight
  23. 23. Ritual: Covering the mouth and phone whiletalking .WHY? What’s the insight?
  24. 24. Putting Observations Together:What’s the insight? +
  25. 25. Putting Observations Together:What’s the insight? +
  26. 26. Eight Eyes#1. Rituals/Habits#2. Associations#3. Cultural Markers#4. Personal/Usage Markers#5. Delight Factors#6. Pain Points#7. Workarounds#8. Constraints
  27. 27. Observation# Tag: Photo/Video/Sketch Description of Observation The ‘Why’ behind the observation/The Insight
  28. 28. Image & Video Reference:Slide #1: http://www.mid-day.com/opinion/2012/mar/110312-opinion-Look-Please.htmSlide #3: http://www.youtube.com/watch?v=Ahg6qcgoay4Slide #4: http://www.mid-day.com/columnists/2012/oct/281012-Observers-and-Observation.htmSlide #6: http://curiousrituals.files.wordpress.com/2012/09/curiousrituals-book.pdf http://curiousrituals.wordpress.com/2012/09/Slide #7: http://www.ideo.com/by-ideo/thoughtless-actsSlide #8: http://www.youtube.com/watch?v=ZL9KJwUWoukSlide #10: http://www.techeblog.com/index.php/tech-gadget/12-amusing-examples-of-car-icons-being-misinterpretedSlide #11: http://www.randomspecific.com/horn-please http://reach4sachin.blogspot.in/2012/02/in-same-frame.htmlSlide #12: http://collisioncenternorthscottsdale.com/body-shop/do-you-eat-while-driving-in-north-phoenix-or-scottsdale/ http://www.ecns.cn/2012/10-01/29165.shtml http://www.123rf.com/photo_2488740_child-s-drawing-of-her-happy-family.htmlSlide #14: http://fuckyeahpursecontents.tumblr.com/Slide #15: http://www.123rf.com/photo_12528308_used-broun-leather-belt.html/Slide #16: http://cutcaster.com/vector/901946164-Social-networks-gadgets-icons-speech-bubble/Slide #17: http://www.youtube.com/watch?v=hm46S_fkcuE&feature=relatedSlide #18: http://www.projectsjugaad.com/2011/02/jugaad-is-a-magical-word/ http://www.facebook.com/abeytubhiengineerhaiSlide #19: http://www.mrsjanuary.com/organization/organizing-tip-use-bread-ties-to-label-cords/ http://www.wired.com/gadgetlab/2010/03/neat-hack-binder-clip-cable-keepers/ http://www.dcube.in/wijo-the-wire-jockey-senior.htmlSlide #20: http://www.core77.com/blog/object_culture/the_embrace_infant_warmer__17845.aspSlide #22: http://www.englishwithjo.com/english-idiom-of-the-day-tip-of-the-iceberg/
  29. 29. Neelam ShetyeUser Researcher @SAP Labs, Bangaloreneelam.shetye@sap.com 2nd November 2012

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