spencer murrell - festival of newmr - 2010
TRANSCRIPT
New MR Turning Insight Into Action
NEW MR Turning Insight Into Ac/on
Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
New MR Turning Insight Into Action
Insight Transla/on bridges the gap between Research and Development
Insight Translation R E S E A R C H D E V E L O P M E N T
Why Insight Transla/on?
New MR Turning Insight Into Action
“Thud factor”
Why Insight Transla/on? No one can use a 100-‐page report
Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
New MR Turning Insight Into Action
Why Insight Transla/on? Informa/on Models: s/cky, memorable, efficient
New MR Turning Insight Into Action
A key step in the research process
D E S I G N
P l a n D o U n d e r s t a n d
Understand Build
Methodology User Input Analyze Insights Insight Translation
Insight Transla/on communicates design criteria. …and demonstrates how the research insights can change a business.
Design
Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
New MR Turning Insight Into Action
Uses visual skills and concrete thinking to embody abstract ideas and principles. The object is not to solve the design problem, but to create a framework to focus crea/vity.
Purpose
Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
New MR Turning Insight Into Action
What is an insight?
Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
New MR Turning Insight Into Action
What is an insight? Emo/ons
Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
New MR Turning Insight Into Action
What is an insight? Benefits
New MR Turning Insight Into Action
What is an insight? Features & Design a`ributes
Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
New MR Turning Insight Into Action
… builds alignment (shared vision among different groups) by crea/ng ins/tu/onal knowledge… … and then uses inspira/on to change the way different func/ons within a team work together.
Key Benefits
Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
New MR Turning Insight Into Action
Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
New MR Turning Insight Into Action
Example: Carrier A`ributes
Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
New MR Turning Insight Into Action
Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
Example: Carrier A`ributes
New MR Turning Insight Into Action
Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
Example: Carrier A`ributes
New MR Turning Insight Into Action
Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
Example: Carrier A`ributes
New MR Turning Insight Into Action
Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
Example: Carrier A`ributes
New MR Turning Insight Into Action
Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
Example: Carrier A`ributes
New MR Turning Insight Into Action
Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
Example: Carrier A`ributes
New MR Turning Insight Into Action
Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
Example: Carrier A`ributes
New MR Turning Insight Into Action
reliable
rugged
simple
refined
innovative
bold
fun trendy
Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
Example: Carrier A`ributes
New MR Turning Insight Into Action
Principles Actionable Meaningful Aspirational Inspirational
Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
New MR Turning Insight Into Action
Ac/onable = Simple, Concrete, Sensory, Cogni/ve
Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
New MR Turning Insight Into Action
Meaningful = Directly /ed to the data
New MR Turning Insight Into Action
Aspira/onal = Describes the future; an ideal experience
Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
New MR Turning Insight Into Action
Inspira/onal = Is descrip/ve not prescrip/ve
Multi-functional interface supports business and entertainmentAccommodating
Large screen
Classic lookEstablished
Traditional materialsTraditional, durable materialsEstablished, worldly
Full keypadFor accurate inputEstablished, worldly
Simple interactionBuilt-in bluetooth headset or simpli!ed interfaceAccommodating ; worldly
Round cornersComfortable to holdAccommodating
Touch screenAccommodating
AT&T style
chrome
established, wordly, accomodating
classiccomfortable
Non-slip gripSoft gripAccommodating; worldly
Chrome & steelWeight signals strong and sturdy constructionEstablished
silver
goldblack
Precious detailsluxury materialsEstablished; worldly
Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
New MR Turning Insight Into Action
Example: What is an ideal rugged cell phone?
Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
New MR Turning Insight Into Action
Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
New MR Turning Insight Into Action
32% drop proof
34% modern
24% stylish
98% waterproof
54% portable
62% protected
Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
Example: What is an ideal rugged cell phone?
New MR Turning Insight Into Action
32% drop proof
Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
Example: What is an ideal rugged cell phone?
New MR Turning Insight Into Action
Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
Example: What is an ideal rugged cell phone?
New MR Turning Insight Into Action
industrial RUGGED STYLE
Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
Example: What is an ideal rugged cell phone?
New MR Turning Insight Into Action
athletic RUGGED stylehigh tech RUGGED style
Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
Example: What is an ideal rugged cell phone?
New MR Turning Insight Into Action
athletic RUGGED style
Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
Example: What is an ideal rugged cell phone?
New MR Turning Insight Into Action
feminine RUGGED style
Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
Example: What is an ideal rugged cell phone?
New MR Turning Insight Into Action
Review Actionable
Meaningful
Aspirational
Inspirational
sensory, concrete
tied to the data
Descriptive not prescriptive
represents the future
New MR Turning Insight Into Action
References:
Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
Simple principles to make your information more memorable
The art of inspiring creative teams and focusing their creativity
You can’t predict the future but you can anticipate possible futures
Tufte, the dean of info graphics, strips information down to its essence
Q&A
Spencer Murrell and Zoe Dowling
Spencer Murrell, Lextant, USA Part 3: Session 1, Convenor Andrew Jeavons, Chair Zoe Dowling, schedule = 12:59pm to 1:24pm (EST/New York)
