This document summarizes Luis Arnal's talk on common problems with developing insights. Some key lessons include: defining what an insight means, avoiding making up insights without research, developing insights through analysis and informed imagination rather than discovering them, and ensuring insights lead to solutions. Developing high-quality insights requires both courage and expertise on the part of individuals and their organizations.
User interface design consists of a collaborative activity where various stakeholders can all sketch the future interactive system at different levels of fidelity on different devices and computing platforms. User interfaces sketches are also intended to support prototypes on multiple computing platforms and operating systems that all impose their own capabilities and constraints. In order to support the needs for user interface design by sketching, this paper describes Gambit, a multi-platform system that provides a light-weight approach for prototyping graphical user interfaces by sketching with HTML5. The paper reports on an experiment for the most preferred platform/devices for three primary sketching functions by designers and developers in a Gambit-supported session.
User interface design consists of a collaborative activity where various stakeholders can all sketch the future interactive system at different levels of fidelity on different devices and computing platforms. User interfaces sketches are also intended to support prototypes on multiple computing platforms and operating systems that all impose their own capabilities and constraints. In order to support the needs for user interface design by sketching, this paper describes Gambit, a multi-platform system that provides a light-weight approach for prototyping graphical user interfaces by sketching with HTML5. The paper reports on an experiment for the most preferred platform/devices for three primary sketching functions by designers and developers in a Gambit-supported session.
Graphs, Edges & Nodes - Untangling the Social WebJoël Perras
Many of the most popular web applications today deal with highly organized and structured data that represent entities, and the relationships between these entities. LinkedIn can tell you how many degrees of separation there are between yourself and the CEO of Samsung, Facebook can figure out people that you might already know, Digg can recommend article submissions that you might like, and LastFM suggests music based on your current listening habits.
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3. My 3 problems with insights Some lessons
Disclaimer 1: Replace 'insights' for
'innovation' or 'solutions' and overall
talk will still make sense
Disclaimer 2: All stories and characters
referred to in this talk are fictitious,
even those who I have personally met.
Any resemblance to real persons
working for marketing departments in
multinational corporations and
advertising firms is purely coincidental.
8. Hola friends! I came up
with un great insight
no comprendo your without doing any
‘insight’
research at all!
Let’s base our
product strategy
on this!
18. there are formulas out there
customer [need, want, wish, aspiration]
context [situation, environment]
„but‟ [or other conjunction]
verb [friction, problem, barrier]
consequence [efect on the customer]
19. Young people seek reward from their brand
While using the mobile device
but
[productX] does not allow their ID to be shared
therefore they combine functionalities from other products
20. Young people seek recognition from their friends
While using the web
but
[productX] gives limited feedback
therefore they hate us
21. This is data… (lots of it and good one too)
This is a finding, an observation,
a description of an interesting
think, do, use, feel
“and this is a quote”
30. 4
5
6
3
7
15 8
2 14
11
13
10 9
16 12
1
Our job is not done with a great insight…
31. An insight is useless if it‟s not turned into a solution…
32. lessons
Insight development requires patience
Insights are not „discovered‟, they are „developed‟
Insights = 30% data, 30% perspiration, 30% inspiration
(the rest is luck)
Insights are a means to an end [solution]
Measure the effect of insights (and share with us)
33. problem#3
People
(and their companies, really)
34. law of the skillful insighter
“An organization / person ability to develop and
use great insights depends on their self-esteem
[to connect the dots] and their expertise [rigour in
the process]”
35. “I am completely sure I know
“I found this… i think” what I am talking about”
- Courage / self esteem
+
Intuition
Fear
36. “after 3 months in the field and
using a variety of research
methods I am extracting its
meaning, interpreting,
categorizing, seeing patterns,
creating frameworks that are
truthful, non-obvious, relevant
“insight? I am just and with a direct implication to
passing by” our business”
- Quality / expertise
+
Attends conferences
Embraces ignorance
40. lessons
be brave, courageous (and work for companies like that)
understand the segment you are talking to
aim for quality and disseminate best practices
42. a word from my sponsor
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