A presentation in which I pitch myself as a design researcher to prospective employers. If that's you, I'm looking for work in the Bay Area beginning May 2013. Please leave a message or visit my website www.allisonvleach.com for further contact information.

1. Allison v. Leach
design researcher and strategist

2. in a nutshell
Design researcher and strategist who studies the
intricacies of human behavior to uncover insights that
will inform and inspire design innovation.

3. •
observer

4. •
thinker

5. •
researcher

6. the road to
design research
Childhood: film, photography, and writing
College: poetry and psychology at Brown
Design school: Parsons and CCA
Class: design research
Thesis: cognitive design

7. linkedin

8. linkedin
diverse
education

9. linkedin
hybrid
designer

10. linkedin
creative
industries

11. linkedin

12. web portfolio
www.allisonvleach.com

13. skills breakdown
Graphic Design
Interaction Design
Design Research and Strategy

14. Graphic Design
skills breakdown
adobe typography
color theory
creative suite training

15. Interaction Design
skills breakdown
adobe IX theory
basic html
final cutsuite
pro keynote
creative training
& cs3

16. Interaction Design
skills breakdown
adobe IX theory
basic html keynote
creative suite training
& cs3
final cut pro

17. Interaction Design
skills breakdown
adobe IX theory
keynote
creative suite training
basic html
final cut pro & cs3

18. Design Research and Strategy
skills breakdown
variety of
needs data synthesis
research
identification and analysis
methodologies
defining design brand
user experience
principles and direction &
planning
opportunities market trends

19. Design Research and Strategy
skills breakdown
variety of
needs data synthesis
research
identification and analysis
methodologies
defining design brand
user experience
principles and direction &
planning
opportunities market trends

20. my research
principles
• User empathy first
• Build on others’ research
• Iterate, iterate, iterate
• Get out there!
• Embrace creative differences
• Turn surprises into opportunities

21. my research
principles
• User empathy first
• Build on others’ research
• Iterate, iterate, iterate
• Get out there!
• Embrace creative differences
• Turn surprises into opportunities

22. Garmin approached us to conduct
research for a new approach to
Design Research and Strategy direction mapping that integrates
elements of the natural world.
case study 1 /3
skills breakdown
Garmin
• Prompt: GPS technology company Garmin approached my
team of classmates to conduct research about how people use
cues from the natural world to navigate.
• Work: Research proposal, in-depth interviews, video of
insights, a presentation of findings and design opportunities

23. Garmin approached us to conduct
documentation research for a new approach to
direction mapping that integrates
Discussion
elements of the natural world.
Guide
Screener Last updated 10/17/11
Discussion Guide
Team Calicocho
Proposal Locations: mall, park, and city.
A. Brief Intercept Interviews:
Prompt: Our team will pretend to be lost, and ask nearby people how to get to a particular
destination. These intercepts will last approximately one to five minutes in duration, depending
Screener on their nature.
Team Calicocho B. Voluntary Blog Solicitations
A blog for gathering stories about navigation will be created. To advertise the blog, a post will be
made on Craigslit. In addition, posters will be posted throughout CCA’s San Francisco main
RECRUITING OBJECTIVE building. Students can contribute written stories, photos, and videos. Our team will curate the
submitted post.
 Recruit 12 participants to keep 10
 All of the participants must speak English C. Formal Interview
Process
 The participants must frequently engage in non-car navigation. First Meeting
 Participants must be a mix of 1. Introduction
2. Homework Discussion

design research consulting
Residents (of various years) Recruit 2-3
 Visitors/Tourists Recruit 3-4 Second Meeting
1. Map Drawing and Task Analysis.
 Professional delivery workers Recruit 3-4 2. Interview Questions.
3. Map Alteration Opportunity.
 Outdoor city officials (park guides, police officers) Recruit 2-3
project background  Participants must possess a mix of navigation skills (ranging from accurate,
average, to poor) First Meeting

Garmin Ltd. develops consumer, aviation, and marine technologies for the Global The sample must represent a mix of technology-use levels (ranging from
Introduction
Positioning System. Most current Garmin devices can display the current location on frequent, average, to none)
Hello, my name is ___________, and with me I also have __________and
a map. The maps are vector-based and stored in the built-in memory or loaded from ____________who are working with me on this project. From this research, we want to know
what elements of the natural world can help with navigation. We want to hear stories from your
SCHEDULE life, no matter where, when, or whom with they occurred, that will give us a picture of what
influences navigation in a positive and negative way. We are also going to discuss your ideas for

offers a wide variety of maps for purchase, including detailed road maps, topographic Ten (10) 1-hour contextual visits with the participant in their home.
future solutions that will enhance your overall experience with navigation.
 Five
maps and nautical maps. Non-commercial maps are also available and can be displayed (5) of the ten (10) participants will be asked to lead us on a 30-minute
on most Garmin GPS devices. walk from their home to one of their frequent destinations. Before we being our conversation, I want to explain a few rules:
• I do not work for the company that is sponsoring this project, so feel free to express your honest
opinions. You will not please or displease me if you say something for or against a certain topic.
Disclaimer for Termination:
• There are no right or wrong answers.
research objectives • Please be careful to speak one at a time so we can hear you clearly onthe audio recording.
Thanks for your time. Unfortunately we only needed a limited number of individuals in recording audio and video for research purposes only. The footage will not be used in
• We are
each profile and we have already recruited as many individuals as we need with thepublic.
Garmin, maker of handheld and automobile GPS navigators, wants to develop a new
profile that you represent.
approach to direction mapping that integrates elements of the natural world that can Let us begin with your introductions:
help with navigation. In support of this goal, Calicocho is conducting design research • Please tell me your name, and
• What you do
that will uncover unique insights into how people with navigational needs currently use INTRODUCTION
(For use in interception-type recruiting) Homework Discussion
signs in the natural world to get around.
Good morning/afternoon/evening, my name is _________ and I am a graduate Homework Participants will receive directions for a homework exercise. They will use their own
Design
student of California College of the Arts. My classmates and I are currently conductingto take a minimum of 15 photos of a familiar route they frequently navigate without a car.
camera a
key questions study to understand how people with navigational needs currently use signs in the
natural world to get around. I am not trying to sell you anything, and everything you say
1. How do people prepare for a trip to an unfamiliar destination? will be treated in the strictest confidence. Could I have a moment of your time to ask you
a few questions?
2. How do people remember their routes?
3. What are the differences between navigating through nature and the labeled world?
4. What elements are important to people when giving or following directions/creating
a mental map?
5.
6. How do navigation strategies and methods differ with extreme users (e.g. visually
impaired or occupational navigators ) and non-extreme users?
2

24. Garmin approached us to conduct
methodology research for a new approach to
direction mapping that integrates
elements of the natural world.
PHO TO D IA RY M A P D RAWIN G IN-D EPTH
INT ERVIEW
EXPERT IN T E RC EP T P UB LIC B LOG
INT E RV IE W IN T E RV IEW

25. user interviews Garmin approached us to conduct
research for a new approach to
and activities direction mapping that integrates
elements of the natural world.
demographics
male
female
0 2 4 6 8 10
bus riders
walkers
drivers
subway riders
bikers
longboarders
0 2 4 6 8 10
online map
car GPS
stand-alone GPS
smartphone GPS
0 2 4 6 8 10
ALLEN ARIEL

26. video interview Garmin approached us to conduct
research for a new approach to
synthesis direction mapping that integrates
elements of the natural world.

27. Garmin approached us to conduct
findings research for a new approach to
direction mapping that integrates
elements of the natural world.
“bad lost” / “good lost”
CONTRADICTION #1:
navigation strategies “I use my GPS all the time, but I really learning
wish I could navigate without it.”
pro-active learners / instinctive learners
pride in navigational skills CONTRADICTION #2:
“I sometimes enjoy getting lost. exploring
growing use of GPS I’ll even get lost on purpose!”
CONTRADICTION #3: direction-
“I don’t use a GPS to give directions.” giving
B RY C E A R IE L
giving directions
park / downtown
bodily orientation
empathy
accuracy
GPS non-usage
memorable units of information

28. Garmin approached us to conduct
recommendations research for a new approach to
direction mapping that integrates
elements of the natural world.
design opportunity:
a desired navigation experience:
creates a learning adventure
supports An interactive system that encourages people to:
and empathy build upon their innate navigational
evokes a multi-sensory journey capabilities
learn about and explore their surroundings
LE A R NING EXP LORIN G G IVIN G D IR EC TI ON S

29. Design Research and Strategy
case study 2 /3
skills breakdown
thesis
• Overview: An investigation of cognitive design as a tool for
productive behavior
• Work: Primary and secondary research; surveys; interviews;
critical writing; concept prototyping; generation of cognitive
design insights and design opportunities

30. my research
principles
• User empathy first
• Build on others’ research
• Iterate, iterate, iterate
• Get out there!
• Embrace creative differences
• Turn surprises into opportunities

31. topic
Statement:
Leveraging our modern knowledge of cognitive science, how
might designers create artifacts that motivate people toward
positive behaviors - particularly those related to productivity
and willpower- to improve overall well-being?

32. research

33. research
Secondary: Existing Data
READING LIST KEY ELEMENTS OF MOTIVATION COGNITIVE BIASES
Behavior Flow 3 Drives
Motivation Biological Drive
Motivation
Symbolic Skill Autonomy
Ability Rewards & Punishments
Rules Mastery
Trigger Intrinsic Rewards
Goal Purpose
Feedback
Awe Herd Instinct Hawthorne Effect Reactance
Irrational Instills a sense of When people adopt the The tendency to act differently The urge to do the
Mental activities: Psychological
timelessness; behaviors and opinions of when someone knows they are opposite of what
Dangers of rules, a goal, and a nudges in a game reasoning is
promotes helpfulness; the majority being observed someone wants you to
extrinsic rewards way of obtaining have a real impact everywhere, such BJ Fogg Mihaly
Daniel Pink encourages do out of a need to resist
feedback in guiding behavior as the power of stanford social Csikszentmihalyi
social norms author of drive experiential purchases a perceived attempt to
scientist author of flow constrain your freedom
of choice

34. research
Secondary: Existing Data
READING LIST KEY ELEMENTS OF MOTIVATION COGNITIVE BIASES
Behavior Flow 3 Drives
Motivation Biological Drive
Motivation
Symbolic Skill Autonomy
Ability Rewards & Punishments
Rules Mastery
Trigger Intrinsic Rewards
Goal Purpose
Feedback
Awe Herd Instinct Hawthorne Effect Reactance
Irrational Instills a sense of When people adopt the The tendency to act differently The urge to do the
Mental activities: Psychological
timelessness; behaviors and opinions of when someone knows they are opposite of what
Dangers of rules, a goal, and a nudges in a game reasoning is
promotes helpfulness; the majority being observed someone wants you to
extrinsic rewards way of obtaining have a real impact everywhere, such BJ Fogg Mihaly
Daniel Pink encourages do out of a need to resist
feedback in guiding behavior as the power of stanford social Csikszentmihalyi
social norms author of drive experiential purchases a perceived attempt to
scientist author of flow constrain your freedom
of choice
Primary: Interviews and Experiments
ONLINE SURVEY: Motivation and You ONLINE SURVEY:Allison Leach and You
Motivation SOCIAL EXPERIMENT
Q: Does awe inspire timelessness and increase helpfulness?
CONTEXT METHOD RESULTS CONTEXT METHOD RESULTS
Survey Takeaways
• Intrinsic rewards trump • Gambling no;
all others gamification sometimes;
music yes
• Motivated but habits
hard to form • Experiential
expenditures > future
• Tricks help to get things investments Study: awe gives people Group A: Nature video Awe instilled, but
done greater time-availability, negligible change in time
• People like reminders Group B: Instructional video perception and mood
• Social support keeps and are influenced by
reduces irritability,
people in line makes them act more
social guilt Group C: No video Uniform volunteerism in
generously
What types of rewards do you value? Questionnaire followed by
the clean-up event
volunteer opportunity Limited pool of
participants

35. approach

36. needs
identification

37. prototypes First Iteration

38. prototypes First Iteration

39. prototypes Second Iteration

40. prototypes
Partners: Janette and Maria
Willpower Challenge: Procrastination
Second Iteration
Study Length: Monday 3/11 through Sunday 3/17
ImPulse Bracelet
MUTUAL SUPPORT GROUP
YOU YOUR
PARTNER
MONITOR
Directions
MAKE TO-DO LISTS RECEIVE NOTICE PROCRASTINATING? TURN ON IMPULSE DO ACTIVITY SEND PROGRESS ALL SET!
SET-UP SCHMET-UP GET ‘ER DONE HOW YOU DOING?
1. Email the Monitor a list of 3. Wear your ImPulse bracelet 6. Periodically, The Monitor will
(1) your Top 3 Long-Term Monday through Sunday as often as remind you to check in with
Goals and (2) your Top 3 possible. On your wrist, belt loop, or your partner. Let your partner
Temptations (unproductive backpack - whatever works best! know how you’re doing by

41. insights &
Recommendations
Work in progress!

42. spark!
Design Research and Strategy
case study 3 /3
skills breakdown
culture cave
• Product: A toy that teaches kids about culture through
traditional stories enhanced by interactive, open-ended, and
hands-on activities that spring from that narrative.
• Work: Market research; ethnographic research; interviews;
prototype testing; comprehensive business plan

43. my research
principles
• User empathy first
• Build on others’ research
• Iterate, iterate, iterate
• Get out there!
• Embrace creative differences
• Turn surprises into opportunities

44. ethnography
Kids and Technology
spark! Culture Cave 3
spark! Culture Cave 7

45. product design
PRODUCT
The Unique iPad App
Unlike other subscription products for kids on the market, the Culture Cave
App leverages the iPad’s video, audio, interaction, and camera functionality
to deliver an immersive and holistic cultural educational experience.
The Coolest of
Hangouts
No other subscription service
offers Culture Cave’s tent—a
place kids can claim as their
own, and where they can enjoy
an immersive audio experience.
A Variety of Proven Activities A Vibrant Online Community
Kids can do Culture Cave activities on their own or with their parents or The Culture Cave website hosts a Forum for parents to share experiences
friends. Our activities are created by native country experts and then vetted and ideas, a Gallery for kids to upload their favorite works, and a Cultural
by educators, parents, and kids. Event Calendar to learn about upcoming happenings.

46. prototype testing
4 spark! Culture Cave

47. business plan
Company Identity CAVE
THE SOLUTION: CULTURE
BRANDING
ween Color Palette spark! Logo
spark!
a Brand Attributes
his is Our Mission Culture Cave Logo
cheerful inspiring insightful
To be the leading provider of fun, holistic, immersive and interactive cultural curious surprising creative
education for children.
silly trustworthy spark!
Our Vision
ough
To help raise the next generation of global citizens. Brand Typeface
Our Values Brandon Grotesque:
We will always put kids first. Thin Light Regular
We will provide multicultural education that is fun and promotes respect. Medium Bold Black
We will encourage children to continuously explore and question.
18 spark! Culture Cave
spark! Culture Cave 5

48. business plan
Industry Landscape Market Identification
COMPETITION TARGET MARKET
Little National Geographic Children’s
Kiwi Crate Culture Cave
Passports Magazine for Kids Creativity Museum
Monthly magazine with Current iPad Market (US)
Monthly subscription information about animals, Monthly subscription of
Monthly subscription of An interactive art and
of materials for arts and
materials focused on learning
science, technology,
technology museum for kids
materials that encourage Parents own approximately 61% of all iPads. projected
crafts, science activities, archaeology, geography, learning about
Primary and open-ended play
about other countries
and pop culture - plus jokes, foreign cultures In 2012, parents owned 25.5 million iPads.
60.8 million iPad users
For kids ages 3 to 12
Offerings For kids ages 5 to 10
games, and activities. ( 2014 )
For kids ages 3 to 7 For kids ages 5 to 10 Overall iPad ownership is on the rise with a
Memberships range from
For kids ages 6 to 14
projected 31% growth by 2014. The total
number of iPad-owning parents will likely 41.9 million all iPad owners
increase proportionally to 37 million by 2014. ( 2012 )
The museum offers many Culture Cave offers Approximately 40% of all school children in
Includes a letter from hands-on activities.
Founded by a former eBay a dedicated sound-
and PayPal executive, a
fictional travelers Sam
Kids have free online access equipped play space, the US are between the ages of 5 and 9.
and Sofia describing their Membership includes:
PayPal cofounder, and an to games, videos, photos, iPad-based games and
ex-Yahoo product manager.
foreign country adventures
hands-on activities. We thus estimate our total market—iPad
owning parents with children between the
Subscription includes only events
Kits address specific National Geographic is Kids can share their ages of 5 and 9 in the US—to be around 10 iPad owning
Strengths developmental areas
access to online games
a well-known and well- favorite work online. 25.5 million
such as creating,
and activities
respected brand.
million. parents
openings and special
moving, discovering, performances Parents have access to a Of that population, we will target 1 million ( 2012 )
Little Passports offers
communicating, and caring. National Geographic has rich online community.
been in business for 35 years people in Phase 1.
Activities encourage and has strong brand loyalty. Activities are designed for
Agents earn up to 30%
parent involvement both parent and child, as
of all personal sales.
at the museum well as for the child only. Sources: 1 million our target
New Media Trend Watch, April 2012 market
The Financial Telegraph, April 2012
The museum has limited
hours from Wednesdays to National Center for Education Statistics, 2011
Kiwi Crate doesn’t address Little Passports mostly New Media Trend Watch, April 2012
Sundays, 10am to 4pm.
cultural education. appeals to girls. National Geographic’s
Culture Cave costs The Financial Telegraph, April 2012
magazine has little
Activities are not more than most
Weaknesses Kiwi Crate has no integrated Little Passports has minimal content and lots of
designed to involve both subscription products
digital component, no online digital content, no advertising for candy,
parents and kids. for kids.
online community, and no sharing community, and no video games, and movies.
dedicated play space for kids. dedicated play space for kids.
The Museum doesn’t
address cultural education.
spark! Culture Cave 11 6 spark! Culture Cave

49. business plan
User Experience Product Design
CONFIRM OUT-OF-BOX USE SHARE PRODUCT
1 Sign Up Online We offer 3 monthly subscription levels.
Parents note kids are more Comment on spark! forum
Open access to spark! forum Easy to set up and get started Kids like cool hangouts, they want your iPad, and
informed and inquisitive
Confirmation High parental involvement mentions they love getting surprises.
email from spark! Activities bring parents and
Both kid(s) and kids together Blog posts Imagine teaching kids about cultures from around
1-week welcome parent(s) involved
notification postcard Kids sharing with parents spark! community upload page the world in a cool hangout, through interactive
their creations iPad games and many fun hands-on-activities.
iTunes review
Simple tasks child can do Using code to download
new country app word-of-mouth
Carrying case for the tent Here’s how it works:
and accessories Parents arrange playdates with Review country on spark!
website
30-minute setup
Teacher recommendations
Download app 2 Receive your Setup Kit Your Setup Kit will arrive in a 3 Receive your Monthly Country Kit The Monthly Kit
Watch online video on couple of weeks. It includes the Culture Cave tent, a world map, a includes a traditional story, hands-on activities, and an iPad app
tablet for setting up tent passport, and instructions for the iPad app. secret story code. Each month, a new country is featured.
Both kid(s) and parent(s)
involved
coming in the mail
spark! Gallery (showcase of
Simple tasks child can do kid-generated work)
Kids sharing activities
1-week welcome Carrying case for the tent with each other word-of-mouth
notification postcard and accessories
spark! Culture Cave 17 12 spark! Culture Cave

50. business plan
Marketing Strategy Company Growth
MARKETING COMPANY GROWTH
Plan of Action Future Projections
PHASE 1 End of Year One
In Phase One, we are planning to sell our product to middle-class parents We plan to sell 12,500 kits in Year One.
Advertising
spark! Culture Cave will run advertisements in different media channels
kit sales per week. We will be selling through our own website, Scholastic End of Year Two
magazine, and Amazon.
such as travel and family magazines, mommy blogs, Scholastic catalog and We plan to double our sales to 25,000 kits in Year Two.
children-focused websites.
PHASE 2
Complimentary sample kits In Phase Two, we will develop software compatibility with other tablets and
establish partnerships with gaming platforms such as Wii. We will introduce
We will reach out to top media reviewers and educators and provide them
a Netflix-style queue to allow parents and kids to arrange their own list of
with free samples to test our product and generate buzz.
countries.
Word-of-Mouth PHASE 3
Our customers will also learn about us through different personal
As our business picks up, we will extend our distribution channels to include
social circles such as from children’s classmates, teachers, friends, and
other families.
retail stores such as bookstores, airports stores, museum stores, toy stores and Airports
specialty stores - and eventually implement a stand-alone Culture Cave store.
Museum
Gift Stores
“Imagine traveling all
More Countries Toy Stores
over the world from the
same place!”
Queue
PHASE 1 PHASE 2 PHASE 3
20 spark! Culture Cave 26 spark! Culture Cave

51. business plan
Financial Planning
ANCIALS
Annual Budget Revenue Projections
Having shipped 250 kits per week by the end of Year 1, spark! Culture Cave
YEAR ONE YEAR TWO
Revenue
million by the end of Year 2. Due to this growth, spark!’s annual income will
Service Costs
OVERHEAD COSTS
Budget Distribution for Year One Budget Distribution for Year Two
Salary and
Administration
Marketing
Vendor Relations
Support
Total Costs
Annual Income
Startup Costs — 36% Salaries and Administration 20% Salaries and Administration
15% Marketing and Public Relations 12% Marketing and Public Relations
Gross Profit Margin — 24% 14% Vendor Relations 15% Vendor Relations
3% Support 3% Support
30% Cost of Services 31% Cost of Services
0% Annual Income 20% Annual Income
spark! Culture Cave 25
! Culture Cave

52. my research
principles
✓ User empathy first
✓ Build on others’ research
✓ Iterate, iterate, iterate
✓ Get out there!
✓ Embrace creative differences
✓ Turn surprises into opportunities

53. thank you
Allison V. Leach
www.allisonvleach.com