d.maps: design cultural maps lab 1
DESCRIPTION
d.Maps: Design Cultural Maps Lab 1 *Material adapted from dschool.stanford.edu *Special thanks to Carly Geehr, Rich Crandell, Susie Wise, Erica Estrada for allowing shamelessly stolen inspirationTRANSCRIPT
d.Maps: Design Cultural Maps Lab [email protected]
d.Maps: Design Cultural MapsFall 2009
House Keeping
• Units• Skillsets• Logistics• Equipment Access• Tech- Blog and Backlight
d.Maps: Design Cultural MapsFall 2009
Units
• Contact [email protected] if you need units under another department
d.Maps: Design Cultural MapsFall 2009
Skillsets
• Post Its Exercise
d.Maps: Design Cultural MapsFall 2009
Logistics
• We may need to meet in d.school on Monday depending on class size
• Stay tuned for d.school handout with guidelines etc.
d.Maps: Design Cultural MapsFall 2009
Tech
• Blog login culturalmaps.org/wp-admin/
• Username/Password via email
• Sign up for Backlight.org ASAP using primary Stanford email address listed on our contact list
d.Maps: Design Cultural MapsFall 2009
Equipment Access
• You can check out equipment from Bruce Boyd at the d.school anytime you can catch him in addition to Meyer
• Depending on our needs we may have a dedicated set of equipment
• Submit any wishes to Enrique asap!
d.Maps: Design Cultural MapsFall 2009
d.Maps: Design Cultural MapsFall 2009
d.Maps: Design Cultural MapsFall 2009
d.Maps: Design Cultural MapsFall 2009
Synthesize Empathy Learnings• 3 Biggest Learnings
• Quotes & Defining Words
• Actions & Behaviors
• Thoughts & Beliefs
d.Maps: Design Cultural MapsFall 2009
d.Maps: Design Cultural MapsFall 2009
Synthesis Methods Summary
• 2x2
• Empathy Map
• Grouping
• Journey map
• Why laddering
Synthesis: Methods
Synthesis: Methods
speed:
slow fast
Synthesis: Methods
franticness:
calm totallyfrazzled
Synthesis: Methods
emotion:
stoic embroiled
Synthesis: Methods
social:
anti- hyper-
Synthesis: Methods
routine:
consistent dynamic
Synthesis: Methods
Safety:
Safe Risk
Synthesis: Methods
Public Art:
Non-Interactive Interactive
Synthesis: Next Step?
Once you've organized your information, what's the next step?
d.Maps: Design Cultural MapsFall 2009
DEFINE
d.Maps: Design Cultural MapsFall 2009
d.Maps: Design Cultural MapsFall 2009
What is DEFINE?
• The goal of this mode is to come up with at least one actionable problem statement. This actionable problem statement (often referred to as a POV) is the guiding statement that focuses on the insights that you uncovered from real users.
d.Maps: Design Cultural MapsFall 2009
Goal of DEFINE
• To expose new innovation opportunities by looking at problems differently
• To guide innovation efforts
• To help a team confirm that what they've identified is something worth working on
d.Maps: Design Cultural MapsFall 2009
Define Methods Summary
• Metaphor
• Mad lib
• Personal ads
Let’s go through an example…
REDEFINE THE MAP EXPERIENCE FOR THE NEXT GENERATION
SYNTHESIS METHODS
Tools to draw out NEEDS, INSIGHTS and SURPRISES
• Label Axes• Try Placing Elements w/ Post-its• See what insights, needs, surprises are discovered• Repeat!
SYNTHESIS METHODS
• Pick an artifact/process• Make a timeline of it’s life• See what needs, insights, are discovered• Repeat!
SYNTHESIS METHODS
Objective: To find patterns• Group users in as many ways as you can• Keep a list of the groupings (these are your user groups)• See what needs, insights, surprises are discovered
SYNTHESIS METHODS
Grover needs NOUNa job that starts at 10:30am. to be allowed flexibility.
VERB ✔
User + Need + InsightUser + Need + Insight
Empathetic language
Deep! Emotions!
Surprise! Only know from observations/conversations
d.Maps: Design Cultural MapsFall 2009
Why POV?• Provide focus/Frame the problem• Inspire your team• Provide a reference for evaluating competing
ideas• Empower your team to make decisions
independently in parallel• Fuel brainstorms by suggesting “how might we”
problem statements• Capture the hearts and minds of people you meet• Save you from the impossible task of developing
concepts that are all things to all people• Be something you revisit and reformulate
as you learn by doing
d.Maps: Design Cultural MapsFall 2009
Define
distill it even further
d.Maps: Design Cultural MapsFall 2009
Define
distill it even further
d.Maps: Design Cultural MapsFall 2009
Define
distill it even further
d.Maps: Design Cultural MapsFall 2009
Define
distill it even further
(we call this a POV)
d.Maps: Design Cultural MapsFall 2009
Define
What do you think makes for a good point of view?
d.Maps: Design Cultural MapsFall 2009
Define
What do you think makes for a good point of view?
•generative
d.Maps: Design Cultural MapsFall 2009
Define
What do you think makes for a good point of view?
•generative•suggests evaluation criteria
d.Maps: Design Cultural MapsFall 2009
Define
What do you think makes for a good point of view?
•generative•suggests evaluation criteria•testable (and reshapable)
d.Maps: Design Cultural MapsFall 2009
Define
What do you think makes for a good point of view?
•generative•suggests evaluation criteria•testable (and reshapable)•doesn't imply specific solution - PRESERVES AMBIGUITY
d.Maps: Design Cultural MapsFall 2009
Define
What do you think makes for a good point of view?
•generative•suggests evaluation criteria•testable (and reshapable)•doesn't imply specific solution - PRESERVES AMBIGUITY•but narrow enough that it focuses your project
d.Maps: Design Cultural MapsFall 2009
Define: Mousetrap
d.Maps: Design Cultural MapsFall 2009
Define: Mousetrap
Sue needs a better wayto deal with her mouse problem.
d.Maps: Design Cultural MapsFall 2009
Define: Mousetrap
Sue needs a better wayto deal with her mouse problem.
d.Maps: Design Cultural MapsFall 2009
Define: Mousetrap
What if…?
d.Maps: Design Cultural MapsFall 2009
Define: Mousetrap
Sue needs a better wayto deal with her mouse problem.
d.Maps: Design Cultural MapsFall 2009
Define
POV
d.Maps: Design Cultural MapsFall 2009
Define
PrioritiesOV
d.Maps: Design Cultural MapsFall 2009
Define
PrioritiesObjectivesV
d.Maps: Design Cultural MapsFall 2009
Define
PrioritiesObjectivesVision
d.Maps: Design Cultural MapsFall 2009
Define: Quick Formula
USER + NEED +INSIGHT
d.Maps: Design Cultural MapsFall 2009
Define: Activity Time!!
d.Maps: Design Cultural MapsFall 2009
EXPERMENT 2- STEP BY STEP• Empathy: Observe and interview follow ups from Experiment 1
– Refine your observation and question strategy– Try different perspectives and roles
• Define: Synthesize data from empathy work and create POV(s) – Use new synthesize and define techniques covered in this presentation
• Ideate: Brainstorm ways to solve the needs of your POV(s)– Share your POV(s) with someone outside of the seminar
• Prototype: Create at least 1 non-digital prototype– Feel free to use any material at the d.school!– I’ll be prototyping on Sunday night
• Test: Show your prototype to your POV(s)– Try to iterate and be prepared to discuss in our seminar
*Don’t worry if you’re unsure how to brainstorm or prototype, we’ll cover this in our next seminar
*Document the process by uploading any inspirations to culturalmaps.backlight.org in the Experiment 2 Gallery
d.Maps: Design Cultural MapsFall 2009
Credits
• Material adapted from dschool.stanford.edu
• Special thanks to Carly Geehr, Rich Crandell, Susie Wise, Erica Estrada for allowing shamelessly stolen inspiration