Creative Collaborations: Using Design Thinking to Promote Multi-modal Transportation
Design is a tool that shapes messages through strategies such as branding, communications, infographics, signage, and interaction. Design is also a process that uncovers public perceptions and behavioral barriers. In this case study, the City of Chattanooga’s Transportation Department collaborated with junior graphic designers at UT Chattanooga to use “design thinking” to promote multimodal transportation. The result is a robust public service campaign based on research methods such as expert interviews, user testing, and empathy studies. Students learned how to design for public good while allowing their work to shift their own perceptions of transportation in a growing city.
Learning Objectives:
Participants will understand the basic concepts of graphic design as it relates to transportation.
Participants will be able to brainstorm ways in which design and communication could improve transportation in their areas.
Participants will be able to identify communication gaps for transportation in their communities.
Participants will understand technologies for online communication and marketing of transportation.
Presenter(s)
Presenter: Blythe Bailey City of Chattanooga
Co-Presenter: Jenny Park Chattanooga Regional Planning Agency
Co-Presenter: Aggie Toppins University of Tennessee at Chattanooga
The Advocacy Leadership Institute: Empowering Advocates for Bikeable Communities
Learn about the rise of the Advocacy Leadership Institute (ALI), a grassroots bike/ped advocacy training program that started in Seattle, WA. Since its inception in 2012, the ALI model has spread to two other cities in the U.S. and has taught four cohorts of leaders in Seattle alone. The most recent version of ALI is about to launch in Richmond, VA.
Presenters:
Presenter: Max Hepp-Buchanan Metropolitan Richmond Sports Backers
Co-Presenter: Brock Howell Cascade Bicycle Club
Bonner Curriculum: Volunteer Recruitment for a Non-Profit Organization: Part...Bonner Foundation
This presentation is part of the Volunteer Recruitment for a Non-Profit Organization: Part 1 – Developing a Volunteer Assessment Plan training, available from the Bonner Foundation on bonnernetwork.pbworks.com.
A common problem that exists within the civic engagement framework of most college campuses is that the same individuals accomplish a majority of the service work over time. This workshop is the first session of a three-part training that aims to give strategies and develop service leaders’ ability to recruit volunteers for local non-profit organizations. This first session focuses on developing a volunteer assessment plan for a particular service site, carefully analyzing the volunteer needs of the site and how individuals can fill those positions.
A Steel major wanted to connect with the Youth to increase the brand awareness by engaging its targeted audience by using New Media.
Shack proposed a year long digital roadmap along with offline activities.
The Advocacy Leadership Institute: Empowering Advocates for Bikeable Communities
Learn about the rise of the Advocacy Leadership Institute (ALI), a grassroots bike/ped advocacy training program that started in Seattle, WA. Since its inception in 2012, the ALI model has spread to two other cities in the U.S. and has taught four cohorts of leaders in Seattle alone. The most recent version of ALI is about to launch in Richmond, VA.
Presenters:
Presenter: Max Hepp-Buchanan Metropolitan Richmond Sports Backers
Co-Presenter: Brock Howell Cascade Bicycle Club
Bonner Curriculum: Volunteer Recruitment for a Non-Profit Organization: Part...Bonner Foundation
This presentation is part of the Volunteer Recruitment for a Non-Profit Organization: Part 1 – Developing a Volunteer Assessment Plan training, available from the Bonner Foundation on bonnernetwork.pbworks.com.
A common problem that exists within the civic engagement framework of most college campuses is that the same individuals accomplish a majority of the service work over time. This workshop is the first session of a three-part training that aims to give strategies and develop service leaders’ ability to recruit volunteers for local non-profit organizations. This first session focuses on developing a volunteer assessment plan for a particular service site, carefully analyzing the volunteer needs of the site and how individuals can fill those positions.
A Steel major wanted to connect with the Youth to increase the brand awareness by engaging its targeted audience by using New Media.
Shack proposed a year long digital roadmap along with offline activities.
Design and Design Thinking has been business and management for some time, with influential thinkers like Roger Martin at Harvard, and Tim Brown of IDEO promoting the approach as a way to address complex problems in the public and the private sector (Brown and Martin 2015). Part of the interest relates to the way design tools have been used in the digital economy to create artefacts and systems, the success of these things leading to the sense that the design is an approach to problem solving that can be applied in a number of contexts. This paper is an attempt to make sense of design based approaches as a research tool. It is based on my own interest in, and experience of, using these approaches in work with Third Sector organisations as they explore and develop their engagement with the digital world. Influenced by Dorst and Cross (2001) my own work places the focus on the organisation, and on how values are articulated, explored, contested and narrated through design, production and use of digital media. Even a simplistic account of design practice recognises it as a creative inquiry. However, in order to develop a more sophisticated understanding of design practice as research practice there is a need to look at the mode of inquiries used within design. In particular, what kinds of questions can design based approaches address. The paper will report on the insights that a design approach to action research can bring by focussing on Voluntary Organisations and value.
Reibling - Effective Use of Social Media For Knowledge MobilizationShawna Reibling
"Effective Use of Social Media for Knowledge Mobilization". Presented by Shawna Reibling, Mobilizing.Research@gmail.com at Knowledge Mobilization Institute Summer School 2015 https://agfoodrurallink.wordpress.com/knowledge-mobilization-summer-institute/
Symplicit Ark Persona Presentation V2.1jodie moule
I presented this at the Ark Group Conference held in Melbourne in November 2008.
It covers a brief outline of personas and how they can be used in industry, with several case-study examples Symplicit has worked on as a company.
If you have any questions, get in touch!
From Digital Literacy to Digital FluencyDavid Cain
While our students may appear to be digital natives, they rarely have the capacity to make wise or ethical decisions as they construct their digital identities. As educators, we have a moral imperative to guide our students--even in an ever-changing digital landscape.
Design Thinking For Educational Technology Stefanie Panke
Design thinking is a problem solving method geared to overcome wicked problems, that have no right or wrong solution and resist traditional scientific and engineering approaches. During the design thinking process, the facilitator encourages participants to see constraints as inspiration. The results are typically not directed toward a technological “quick fix” but toward new integration of signs, things, actions, and environments. Developing university websites and stewarding educational technology projects is one such challenge that can benefit greatly from applying design thinking principles and processes.
Design Thinking For Intergroup Empathy: Creative Techniques in Higher EducationStefanie Panke
The session discusses design thinking as a conceptual framework and methodological approach for fostering discussion and facilitating ideas that promote intergroup empathy. I provide a theoretical overview of design thinking and related approaches to then discusses two case studies. I give a detailed overview of workshop concept, workshop results and workshop evaluation data. Practitioners will find this presentation a valuable source for design thinking ideas and material. Researchers can use the analysis as a starting point for further investigating the effectiveness of design thinking.
Design Thinking Presentation at AppState Free Learning Conference 2018Stefanie Panke
The session discusses design thinking as a conceptual framework and methodological approach for fostering discussion and facilitating ideas that promote intergroup empathy. I provide a theoretical overview of design thinking and related approaches to then discusses two case studies. I give a detailed overview of workshop concept, workshop results and workshop evaluation data. Practitioners will find this presentation a valuable source for design thinking ideas and material. Researchers can use the analysis as a starting point for further investigating the effectiveness of design thinking.
Design and Design Thinking has been business and management for some time, with influential thinkers like Roger Martin at Harvard, and Tim Brown of IDEO promoting the approach as a way to address complex problems in the public and the private sector (Brown and Martin 2015). Part of the interest relates to the way design tools have been used in the digital economy to create artefacts and systems, the success of these things leading to the sense that the design is an approach to problem solving that can be applied in a number of contexts. This paper is an attempt to make sense of design based approaches as a research tool. It is based on my own interest in, and experience of, using these approaches in work with Third Sector organisations as they explore and develop their engagement with the digital world. Influenced by Dorst and Cross (2001) my own work places the focus on the organisation, and on how values are articulated, explored, contested and narrated through design, production and use of digital media. Even a simplistic account of design practice recognises it as a creative inquiry. However, in order to develop a more sophisticated understanding of design practice as research practice there is a need to look at the mode of inquiries used within design. In particular, what kinds of questions can design based approaches address. The paper will report on the insights that a design approach to action research can bring by focussing on Voluntary Organisations and value.
Reibling - Effective Use of Social Media For Knowledge MobilizationShawna Reibling
"Effective Use of Social Media for Knowledge Mobilization". Presented by Shawna Reibling, Mobilizing.Research@gmail.com at Knowledge Mobilization Institute Summer School 2015 https://agfoodrurallink.wordpress.com/knowledge-mobilization-summer-institute/
Symplicit Ark Persona Presentation V2.1jodie moule
I presented this at the Ark Group Conference held in Melbourne in November 2008.
It covers a brief outline of personas and how they can be used in industry, with several case-study examples Symplicit has worked on as a company.
If you have any questions, get in touch!
From Digital Literacy to Digital FluencyDavid Cain
While our students may appear to be digital natives, they rarely have the capacity to make wise or ethical decisions as they construct their digital identities. As educators, we have a moral imperative to guide our students--even in an ever-changing digital landscape.
Design Thinking For Educational Technology Stefanie Panke
Design thinking is a problem solving method geared to overcome wicked problems, that have no right or wrong solution and resist traditional scientific and engineering approaches. During the design thinking process, the facilitator encourages participants to see constraints as inspiration. The results are typically not directed toward a technological “quick fix” but toward new integration of signs, things, actions, and environments. Developing university websites and stewarding educational technology projects is one such challenge that can benefit greatly from applying design thinking principles and processes.
Design Thinking For Intergroup Empathy: Creative Techniques in Higher EducationStefanie Panke
The session discusses design thinking as a conceptual framework and methodological approach for fostering discussion and facilitating ideas that promote intergroup empathy. I provide a theoretical overview of design thinking and related approaches to then discusses two case studies. I give a detailed overview of workshop concept, workshop results and workshop evaluation data. Practitioners will find this presentation a valuable source for design thinking ideas and material. Researchers can use the analysis as a starting point for further investigating the effectiveness of design thinking.
Design Thinking Presentation at AppState Free Learning Conference 2018Stefanie Panke
The session discusses design thinking as a conceptual framework and methodological approach for fostering discussion and facilitating ideas that promote intergroup empathy. I provide a theoretical overview of design thinking and related approaches to then discusses two case studies. I give a detailed overview of workshop concept, workshop results and workshop evaluation data. Practitioners will find this presentation a valuable source for design thinking ideas and material. Researchers can use the analysis as a starting point for further investigating the effectiveness of design thinking.
Presented to the internal creative group at frog design in SF as a way to inform and inspire the team. This deck presents a new way to think about contextual inquiry, participatory design and the future of design research. For, With, and Through Design is a new lens from which to understand the design work that is being conducted at frog and elsewhere.
Deck I created for IEM 628: Product and Process Design and Development, Master of Science in Industrial Engineering and Management at Polytechnic University of the Philippines.
Topic assigned: Comprehensive Guide to Product Concept and Design
I used JUUL to illustrate the basic concepts of product design.
Last slide includes references used for this deck. Some text in slide 17 are not visible due to animation, sorry about that.
Requirements Engineering for the HumanitiesShawn Day
This workshop explores how requirements engineering can be employed by digital and non-digital humanities scholars (and others) to conceptualise and communicate a research project.
requirementsEngineeringAs the field of digital humanities has evolved, one of the biggest challenges has been getting the marrying technical expertise with humanities scholarly practice to successfully deliver sustainable and sound digital projects. At its core this is a communications exercise. However, to communicate effectively demands an ability to effectively translate, define and find clarity in your own mind.
Understanding customers is a fundamental activity of professional Product Management. There are many ways of gathering research that will help develop this understanding and this "Briefly Explained" presentation provides context to the What, Why and When of these different methods.
Similar to Creative Collaborations: Using Design Thinking to Promote Multi-modal Transportation (20)
Title: Level of Service F for Grade A Streets
Track: Prosper
Format: 90 minute panel
Abstract: Relying solely on Level of Service criteria for street design, which evaluates vehicle congestion, leads to poor outcomes on many of our roadways. LOS F, far from a failure, creates opportunities to reallocate roadway space for more livable street designs. In this session, learn about projects in Cambridge and San Francisco that overcame opposition and generated community support in prioritizing better bicycling and walking over vehicle capacity during the peak hour of travel.
Presenters:
Presenter: Michael Sallaberry San Francisco Municipal Transportation Agency
Co-Presenter: Jeffrey Rosenblum City of Cambridge, MA
Title: A Systematic Approach to Bicycle Parking Planning for Cities
Track: Connect
Format: 60 minute panel
Abstract: Cambridge, MA and Washington, DC have taken a strategic approach to bicycle parking. This session will focus on their planning tools and lessons learned from both the public and private sector.
Presenters:
Presenter: Megan Kanagy Downtown DC Business Improvement District
Co-Presenter: Daniel Clark Dero Bike Rack Company
Co-Presenter: Jeffrey Rosenblum City of Cambridge, MA
Title: Level of Service F for Grade A Streets
Track: Prosper
Format: 90 minute panel
Abstract: Relying solely on Level of Service criteria for street design, which evaluates vehicle congestion, leads to poor outcomes on many of our roadways. LOS F, far from a failure, creates opportunities to reallocate roadway space for more livable street designs. In this session, learn about projects in Cambridge and San Francisco that overcame opposition and generated community support in prioritizing better bicycling and walking over vehicle capacity during the peak hour of travel.
Presenters:
Presenter: Michael Sallaberry San Francisco Municipal Transportation Agency
Co-Presenter: Jeffrey Rosenblum City of Cambridge, MA
Title: Policies for Pupils: Working with School Boards on Walking and Bicycling Policies
Track: Change
Format: 90 minute panel
Abstract: Engaging schools in walking and bicycling efforts can be difficult given competing education priorities and frequent staff and volunteer turn-over. Attendees will learn about strategies for influencing school boards and policy opportunities at the district level.
Presenters:
Presenter: Sara Zimmerman Safe Routes to School National Partnership
Co-Presenter: Diane Dohm ChangeLab Solutions
Co-Presenter: Bree Romero Leadership Conference on Civil and Human Rights
Co-Presenter: Leigh Ann Von Hagen Voorhees Transportation Center, Rutgers University
Title: Policies for Pupils: Working with School Boards on Walking and Bicycling Policies
Track: Change
Format: 90 minute panel
Abstract: Engaging schools in walking and bicycling efforts can be difficult given competing education priorities and frequent staff and volunteer turn-over. Attendees will learn about strategies for influencing school boards and policy opportunities at the district level.
Presenters:
Presenter: Sara Zimmerman Safe Routes to School National Partnership
Co-Presenter: Diane Dohm ChangeLab Solutions
Co-Presenter: Bree Romero Leadership Conference on Civil and Human Rights
Co-Presenter: Leigh Ann Von Hagen Voorhees Transportation Center, Rutgers University
Title: Policies for Pupils: Working with School Boards on Walking and Bicycling Policies
Track: Change
Format: 90 minute panel
Abstract: Engaging schools in walking and bicycling efforts can be difficult given competing education priorities and frequent staff and volunteer turn-over. Attendees will learn about strategies for influencing school boards and policy opportunities at the district level.
Presenters:
Presenter: Sara Zimmerman Safe Routes to School National Partnership
Co-Presenter: Diane Dohm ChangeLab Solutions
Co-Presenter: Bree Romero Leadership Conference on Civil and Human Rights
Co-Presenter: Leigh Ann Von Hagen Voorhees Transportation Center, Rutgers University
Title: 'Selling' Rural Communities on Cycling
Track: Prosper
Format: 60 minute panel
Abstract: This panel will share successful strategies and programs utilized in Oregon and Pennsylvania developed to leverage and promote the economic benefits of cycling in rural communities.
Presenters:
Presenter: Sheila Lyons Oregon DOT
Co-Presenter: Jessica Horning Oregon DOT
Co-Presenter: Cathy McCollom River Town Program
Title: Federal Funding for Active Transportation and Recreation
Track: Connect
Format: 60 minute panel
Abstract: This session will provide an overview about federal transportation programs that can fund infrastructure for walking and bicycling.
Presenters:
Presenter: Christopher Douwes Transportation Alternatives Program / Recreational Trails Program, FHWA
Co-Presenter: Wesley Blount Office of Planning, Environment & Realty FHWA
Title: A Systematic Approach to Bicycle Parking Planning for Cities
Track: Connect
Format: 60 minute panel
Abstract: Cambridge, MA and Washington, DC have taken a strategic approach to bicycle parking. This session will focus on their planning tools and lessons learned from both the public and private sector.
Presenters:
Presenter: Megan Kanagy Downtown DC Business Improvement District
Co-Presenter: Daniel Clark Dero Bike Rack Company
Co-Presenter: Jeffrey Rosenblum City of Cambridge, MA
Title: 'Selling' Rural Communities on Cycling
Track: Prosper
Format: 60 minute panel
Abstract: This panel will share successful strategies and programs utilized in Oregon and Pennsylvania developed to leverage and promote the economic benefits of cycling in rural communities.
Presenters:
Presenter: Sheila Lyons Oregon DOT
Co-Presenter: Jessica Horning Oregon DOT
Co-Presenter: Cathy McCollom River Town Program
Title: 'Selling' Rural Communities on Cycling
Track: Prosper
Format: 60 minute panel
Abstract: This panel will share successful strategies and programs utilized in Oregon and Pennsylvania developed to leverage and promote the economic benefits of cycling in rural communities.
Presenters:
Presenter: Sheila Lyons Oregon DOT
Co-Presenter: Jessica Horning Oregon DOT
Co-Presenter: Cathy McCollom River Town Program
Title: A Systematic Approach to Bicycle Parking Planning for Cities
Track: Connect
Format: 60 minute panel
Abstract: Cambridge, MA and Washington, DC have taken a strategic approach to bicycle parking. This session will focus on their planning tools and lessons learned from both the public and private sector.
Presenters:
Presenter: Megan Kanagy Downtown DC Business Improvement District
Co-Presenter: Daniel Clark Dero Bike Rack Company
Co-Presenter: Jeffrey Rosenblum City of Cambridge, MA
Schedule:
Wednesday 9/10 3:00 PM - 4:00 PM in Breakout Rooms, 316
Title: Taking Pedestrian and Bicycle Counting Programs to the Next Level
Track: Connect
Format: 90 minute panel
Abstract: Panelists will provide practical guidance for pedestrian and bicycle counting programs based on findings from NCHRP Project 07-19, "Methods and Technologies for Collecting Pedestrian and Bicycle Volume Data."
Presenters:
Presenter: Robert Schneider University of Wisconsin-Milwaukee
Co-Presenter: RJ Eldridge Toole Design Group, LLC
Co-Presenter: Conor Semler Kittelson & Associates, Inc.
Policies for Pupils: Working with School Boards on Walking and Bicycling Policies
Track: Change
Format: 90 minute panel
Abstract: Engaging schools in walking and bicycling efforts can be difficult given competing education priorities and frequent staff and volunteer turn-over. Attendees will learn about strategies for influencing school boards and policy opportunities at the district level.
Presenters:
Presenter: Sara Zimmerman Safe Routes to School National Partnership
Co-Presenter: Diane Dohm ChangeLab Solutions
Co-Presenter: Bree Romero Leadership Conference on Civil and Human Rights
Co-Presenter: Leigh Ann Von Hagen Voorhees Transportation Center, Rutgers University
Federal Funding for Active Transportation and Recreation
Track: Connect
Format: 60 minute panel
Abstract: This session will provide an overview about federal transportation programs that can fund infrastructure for walking and bicycling.
Full Description: Federal programs provide funds to develop transportation, community, and recreation infrastructure for walking and bicycling and to connect communities and promote active living. Attendees will learn how about Federal programs to promote sustainable communities.
Learning Objectives:
Participants will learn about the Federal Partnership for Sustainable Communities.
Participants will learn about the Federal-aid surface transportation programs that benefit pedestrians and bicyclists.
Participants will be able to successfully write a competitive proposal.
Participants will understand how Federal, State, and local programs interact.
Presenter(s)
Presenter: Christopher Douwes Transportation Alternatives Program / Recreational Trails Program, FHWA
Co-Presenter: Wesley Blount Office of Planning, Environment & Realty FHWA
Title: Not Your Grandfather's DOT: The FDOT District 5 and PennDOT Experiences
Track: Connect
Format: 90 minute moderated discussion
Abstract: Today's economic realities require the rethinking of conventional transportation approaches. Learn about how Florida and Pennsylvania's Department of Transportation are using new tools, policies, and guides to proactively plan multi-modal transportation solutions.
Presenters:
Presenter: Jane Lim-Yap Kittelson & Associates, Inc.
Co-Presenter: Steven Deck Parsons Brinckerhoff
Co-Presenter: Brian Hare PennDOT Program Center
Co-Presenter: Mary Raulerson Kittelson & Associates, Inc.
Title: Not Your Grandfather's DOT: The FDOT District 5 and PennDOT Experiences
Track: Connect
Format: 90 minute moderated discussion
Abstract: Today's economic realities require the rethinking of conventional transportation approaches. Learn about how Florida and Pennsylvania's Department of Transportation are using new tools, policies, and guides to proactively plan multi-modal transportation solutions.
Presenters:
Presenter: Jane Lim-Yap Kittelson & Associates, Inc.
Co-Presenter: Steven Deck Parsons Brinckerhoff
Co-Presenter: Brian Hare PennDOT Program Center
Co-Presenter: Mary Raulerson Kittelson & Associates, Inc.
Title: Transportation Studies in the 21st Century: Incorporating all Modes
Track: Sustain
Format: 90 minute panel
Abstract: In the 21st century, the basic purpose of transportation studies needs to change from making it easier to drive to giving people options other than driving. This session will present case studies of alternatives to the auto-dominated Level of Service traffic impact studies in order to better address bicycling, transit and walking.
Presenters:
Presenter: Michelle DeRobertis Transportation Choices for Sustainable Communities
Co-Presenter: Peter Albert San Francisco Municipal Transportation Agency
Co-Presenter: Patrick Lynch Transpo Group
Co-Presenter: David Thompson City of Boulder, Colorado
Title: Transportation Studies in the 21st Century: Incorporating all Modes
Track: Sustain
Format: 90 minute panel
Abstract: In the 21st century, the basic purpose of transportation studies needs to change from making it easier to drive to giving people options other than driving. This session will present case studies of alternatives to the auto-dominated Level of Service traffic impact studies in order to better address bicycling, transit and walking.
Presenters:
Presenter: Michelle DeRobertis Transportation Choices for Sustainable Communities
Co-Presenter: Peter Albert San Francisco Municipal Transportation Agency
Co-Presenter: Patrick Lynch Transpo Group
Co-Presenter: David Thompson City of Boulder, Colorado
Title: Integrating a Health Impact Assessment into District-Wide School Travel Planning
Track: Prosper
Format: 60 minute panel
Abstract: Learn about how a Health Impact Assessment (HIA) was used for the first time to guide the formulation of the Safe Routes to School (SRTS) Columbus City Schools District-Wide School Travel Plan, which focused on schools and neighborhoods with health inequities.
Presenters:
Presenter: Brian Butler Columbus Public Health
Co-Presenter: Kate Moening Safe Routes to School National Partnership
Co-Presenter: Alex Smith Columbus Public Health
Co-Presenter: Julie Walcoff Ohio DOT
More from Project for Public Spaces & National Center for Biking and Walking (20)
Sharpen existing tools or get a new toolbox? Contemporary cluster initiatives...Orkestra
UIIN Conference, Madrid, 27-29 May 2024
James Wilson, Orkestra and Deusto Business School
Emily Wise, Lund University
Madeline Smith, The Glasgow School of Art
0x01 - Newton's Third Law: Static vs. Dynamic AbusersOWASP Beja
f you offer a service on the web, odds are that someone will abuse it. Be it an API, a SaaS, a PaaS, or even a static website, someone somewhere will try to figure out a way to use it to their own needs. In this talk we'll compare measures that are effective against static attackers and how to battle a dynamic attacker who adapts to your counter-measures.
About the Speaker
===============
Diogo Sousa, Engineering Manager @ Canonical
An opinionated individual with an interest in cryptography and its intersection with secure software development.
Have you ever wondered how search works while visiting an e-commerce site, internal website, or searching through other types of online resources? Look no further than this informative session on the ways that taxonomies help end-users navigate the internet! Hear from taxonomists and other information professionals who have first-hand experience creating and working with taxonomies that aid in navigation, search, and discovery across a range of disciplines.
This presentation by Morris Kleiner (University of Minnesota), was made during the discussion “Competition and Regulation in Professions and Occupations” held at the Working Party No. 2 on Competition and Regulation on 10 June 2024. More papers and presentations on the topic can be found out at oe.cd/crps.
This presentation was uploaded with the author’s consent.
Acorn Recovery: Restore IT infra within minutesIP ServerOne
Introducing Acorn Recovery as a Service, a simple, fast, and secure managed disaster recovery (DRaaS) by IP ServerOne. A DR solution that helps restore your IT infra within minutes.
Creative Collaborations: Using Design Thinking to Promote Multi-modal Transportation
1. Creative Collaborations:
Using Design to Communicate Transportation
Blythe Bailey
City of Chattanooga
Transportation Department
Aggie Toppins
University of Tennessee at Chattanooga
Jenny Park
Regional Planning Agency
2. Who We Are, What We Did
The Chattanooga Context
Communication Needs in Planning Efforts
Design Thinking/Our Project Process
Introduction to the Public
Future Opportunities
3. Setting the stage
This is the body text
This is the body text.
Bigger text bigger text bigger text
4. The structure of the city
This is the body text
This is the body text.
Bigger text bigger text bigger text
5. Public Space
This is the body text
This is the body text.
Bigger text bigger text bigger text
6. Getting where you need to go
This is the body text
This is the body text.
Bigger text bigger text bigger text
17. How are people commuting in Chattanooga?
*2012 ACS Journey to Work data
Drove Alone 78.5%
Public Transportation 1.8%
Bicycle 0.9%
Walk 3.5%
Telecommute 3.5%
19. The Design Thinking Process
UTC students emulated a professional graphic design studio based on a “design thinking” methodology.
Graphic design is the practice of giving visual form to communication with
respect to content, audience, and context.
Design thinking is a process that combines empathy for the context of a problem,
creativity in the generation of insights and solutions, and rationality in analyzing
various solutions to the problem.
20. The Design Thinking Process
Thinking and making are the left and right hands of a studio practice. Doing preliminary field research and
testing studio-based work in the context of the world are part of design thinking. Making in the studio and
testing out of the studio are overlapping phases of the process.
IN STUDIO OUT OF STUDIO
SYNTHESIS
Group think: Brainstorm possibilities
Sketching, rough prototyping
Visual refinements: digital design
Narrow and focus concepts
Develop refined prototypes
Finalize visual systems
Listen to expert speakers
Participate in an empathy study
Conduct a site audit
Interview and observe audiences
Develop and test sacrificial concepts
Develop criteria
(comm. objectives)
Critique work
Develop guidelines
21. Project Brief
The students at UTC were given a project brief with the following questions:
How do we communicate to the citizens of Chattanooga
that multi-modal transportation is important?
• What is multi-modal transportation?
• How does it help people? How does it help Chattanooga?
How do we help citizens of Chattanooga make better use
of multi-modal transportation including busing, biking, and walking?
• What barriers stop people from biking, busing, walking?
• What systems exist and how do we connect people better to them?
22. Research: Draw on Experts
We invited a series of guest speakers to teach the students new skills related to the project and
to share their knowledge and experience on the topic of multi-modal transportation.
Jenny Park & Blythe Bailey
City of Chattanooga Sign Shop
Code For America Fellows
River City Company
Divvy Bikes (Chicago Bike share)
Green Trips
CARTA
28. Research: Site Audit
Students split into groups to experience city terrain first hand. They walked, biked, and drove various routes
from a pilot neighborhood (Highland Park) to downtown. In so doing this, they determined new fast, flat, and
calm bike routes near bus lines.
29. Research Methods: Talk to Real People
At crucial points, we talked to people about our project to get real-world criteria for evaluating our work
Students interviewed people about behaviors and perceptions
regarding bus and bike transportation
Students shared prototypes with the public to get feedback and
test different messaging strategies
32. Design Methods
Students processed research findings in the studio turning insights into visual form. Learning through making,
students narrowed focus and refined ideas until, over time, they had reached a final solution.
Group think: Brainstorming
Sketching, Prototyping, Creative Writing Exercises
Rough Digital Designs
Client Presentations/Formal Critiques with Guest Experts
Refined Digital Designs
Develop Sacrificial Concepts for Field Testing
Final Designs
Develop Brand Guidelines and Systems for Production
33. Early phases
While the students were still researching the social context in which the campaign would live, they began
externalizing their thoughts with brainstorm sessions, sketches, and rough design ideas. They asked:
How should this campaign look and sound?
Who is delivering this message?
What experience will the viewer have with this brand?
36. Shaping Personality
After initial brainstorming and sketching, the students narrowed their focus. They grouped ideas and began
differentiating one concept direction from another. They developed five concepts to share. Each concept met
the requirements of the project, but in very different ways.
Concept 1: Playful, Future-facing, Guerilla
Concept 2: Familiar, Charming, Accessible
Concept 3: Official, Sophisticated, Minimal
Concept 4: Edgy, Futuristic, In-the-know
Concept 5: Eco-minded, Forward-thinking, Aspirational
59. Finessing Messaging Strategies
Students then worked to incorporate the feedback they received from clients (Blythe, Jenny, and their internal
team) and from the public (those who attended Code Across America). The next step was to narrow the focus
one more step and create “sacrificial concepts” — ideas that looked finished but were meant to solicit
quantifiable responses from the public. Students showed ads and brochures in one-on-one conversations.
Concept 1: Playful, Accessible, Familiar
• Narrative-based messaging
• Incorporate a Mascot
• Color-coded by mode
60.
61.
62.
63.
64. Finessing Messaging Strategies
Students then worked to incorporate the feedback they received from clients (Blythe, Jenny, and their internal
team) and from the public (those who attended Code Across America). The next step was to narrow the focus
one more step and create “sacrificial concepts” — ideas that looked finished but were meant to solicit
quantifiable responses from the public. Students showed ads and brochures in one-on-one conversations.
Concept 1: Playful, Accessible, Familiar
• Narrative-based messaging
• Incorporate a Mascot
• Color-coded by mode
Concept 2: Official, Inspiring, A social movement
• Aspirational messaging
• Photographic
65.
66.
67. Finessing Messaging Strategies
Students then worked to incorporate the feedback they received from clients (Blythe, Jenny, and their internal
team) and from the public (those who attended Code Across America). The next step was to narrow the focus
one more step and create “sacrificial concepts” — ideas that looked finished but were meant to solicit
quantifiable responses from the public. Students showed ads and brochures in one-on-one conversations.
Concept 1: Playful, Accessible, Familiar
• Narrative-based messaging
• Incorporate a Mascot
• Color-coded by mode
Concept 2: Official, Inspiring, A social movement
• Aspirational messaging
• Photographic
Concept 3: Energetic, Efficient
• Expedient messaging
• Pictographic
• Minimalistic
68.
69.
70.
71.
72. Field Testing
Students discussed sacrificial concepts with citizens of Chattanooga from a wide range of socio-economic
backgrounds. Each student spoke with three to six people about their ideas. Questions included:
What is the main message of this brochure and ad? What stood out to you?
Do you feel more informed about your transportation choices?
Is this applicable to you? If not, who do you think the brochure is talking to?
How does this campaign come across to you?
Which one resonates the most?
73. What we learned
Students took these insights to the client:
1. People have a sense of what looks “official” (from gov’t) and thus “credible.”
One campaign “looked real,” while others would be pushing the envelope.
2. Photographs must be extremely inclusive to be relatable (and yet it is
obvious when photographs attempt to show all kinds of people at one time).
3. People don’t like to read more than a few sentences.
4. No one wanted to feel like the City was “trying to take away my car.”
5. People responded more when they felt their intelligence was respected.
6. They wanted to be pointed to places to learn more.
86. Introducing the Campaign to the Public
At the end of the semester, the students designed and built an exhibition which was held in Highland Park,
the pilot neighborhood for the project. They also set up a presentation for a group from the Next City Vanguard
Conference in our studio classroom.
94. Next Steps
Hire a student for an internship to implement campaign
Slowly roll out the program as funding allows
Put banners up in new community projects
95. Lessons Learned
Have realistic priorities
Pie-in-the-sky concepts eventually succumb to practical constraints
User testing turns up unexpected results
Collaborations with college students grow invested citizens
96. Thank you!
Blythe Bailey, Administrator
City of Chattanooga Transportation Department
bailey_b@chattanooga.gov
Jenny Park, Senior Planner
Chattanooga-Hamilton Co Regional Planning Agency
park_jenny@chattanooga.gov
@jennypark
Aggie Toppins, Assistant Professor of Graphic Design
University of Tennessee at Chattanooga
augusta-toppins@utc.edu