Professional Documents
Culture Documents
IS
DESIGN
RESEARCH?
UDAY
DANDAVATE
Co-Founder
and
CEO
SonicRim
Ltd.
www.sonicrim.com
Prepared
for:
California
College
of
the
Arts
DESIGN IS CHANGING.
One
of
designs
most
fundamental
tasks
is
to
help
people
deal
with
change.
Designers
stand
between
revoluNons
and
everyday
life.
When
the
internet
happened,
they
created
interfaces
with
buQons
and
hyperlinks
that
enabled
us
all
to
use
it.
Designers
make
disrupNve
innovaNons
manageable
and
approachable
so
that
they
can
be
embraced
and
assimilated
into
life,
and
they
never
forget
funcNonality
and
elegance.
In
25
years
designers
will
be
at
the
nexus
of
things.
They
will
not
be
divvied
up
according
to
their
reducNve
specialty
(graphic,
product,
furniture,
so
20th-century!).
On
the
contrary,
like
physics,
design
will
be
loosely
separated
between
theoreNcal
and
applied.
TheoreNcal
designers
will
be
exquisite
generalistsa
bit
like
French
philosophers,
but
ready
to
roll
up
their
sleeves.
Applied
designers
will
visualize
complex
infrastructures
and
systems
so
that
scienNsts,
policymakers,
and
the
general
public
can
manage
and
inuence
them;
they
will
bring
economy
and
common
sense
to
the
producNon
of
consumer
goods.
3
Design-led
Expert Mindset
ParNcipatory
Mindset
Users
seen
as
partners
(acNve
co-creators)
Research-led
Source:
Dr.
Liz
Sanders
In
An
Evolving
Map
of
Design
Prac5ce
and
Design
Research
WriQen
for
Interac5on
Magazine
5
Design-led
Expert Mindset
ParNcipatory
Mindset
Users
seen
as
partners
(acNve
co-creators)
Research-led
Source:
Dr.
Liz
Sanders
In
An
Evolving
Map
of
Design
Prac5ce
and
Design
Research
WriQen
for
Interac5on
Magazine
6
Design-led
Expert Mindset
Dialogic Design
ParNcipatory
Mindset
Users
seen
as
partners
(acNve
co-creators)
Research-led
Source:
Dr.
Liz
Sanders
In
An
Evolving
Map
of
Design
Prac5ce
and
Design
Research
WriQen
for
Interac5on
Magazine
7
Design
Dialogues
imagines
the
possibili5es
of
design
as
a
transforma5ve
re-visioning
of
systems
that
maBer.
We
require
new
tools
of
design
thinking
and
social
engagement
to
energize
the
wisdom
of
par5cipants.
Dialogue
is
between
perspec5ves
around
a
mul5-perspec5ve
design
canvas
of
products,
systems,
organiza5ons,
and
socie5es.
In
a
world
of
complex,
wicked
problems,
design
has
many
cultural
instruments
of
dialogue,
arts,
research,
and
ac5on.
[7]
Peter
Jones,
Dialogic
Design
InternaNonal
Source:
Dr.
Liz
Sanders
QuoNng
Peter
Jones
in
An
Evolving
Map
of
Design
Prac5ce
and
Design
Research
WriQen
for
Interac5on
Magazine
8
Design-led
Expert Mindset
I WORK HERE
ParNcipatory
Mindset
Users
seen
as
partners
(acNve
co-creators)
Research-led
Source:
Dr.
Liz
Sanders
In
An
Evolving
Map
of
Design
Prac5ce
and
Design
Research
WriQen
for
Interac5on
Magazine
9
10
Who is our target audience? What do they want? What do they need? How are they dierent? Why are they doing this? What do they like? How do they live? How is their life changing? What do they use? What are their frustraNons? Who do they listen to? How do they nd and learn from informaNon?
11
? ?
Growth Share DierenNaNon RetenNon Expansion Survival RevitalizaNon AdaptaNon GlobalizaNon Partnership The quesNon turns into a project when it is Ned to an opportunity, DiversicaNon OpNmizaNon Alignment RetenNon RelaNonship Loyalty Visibility Relevance MoNvaNon Vision
12
? ?
and creates ripples of curiosity within the client organizaNon for whats possible.
13
?
?
14
15
17
Co-creaNon
requires:
A
commitment
to
generaNng
ideas
through
a
dialogue
with
dierent
stakeholders.
CulNvaNon
of
empathy
and
containment
of
ego.
Respect
for
the
ideas
of
people
who
are
not
trained
in
creaNve
professions.
Ability
to
shiq
focus
back
and
forth
between
observaNons
and
interpretaNons,
insights
and
ideas.
Ability
to
accommodate
mulNple
interpretaNons
of
an
observaNon.
Genuine
curiosity
for
everyday
peoples
lives,
opinions,
and
dreams.
An
eye
for
simple
things
that
make
a
big
dierence
to
people.
Tolerance
for
ambiguity.
PaNence
for
paQerns
to
emerge
during
analysis,
and
not
force
conclusions
too
quickly.
Ability
to
tell
stories.
18
Explore
Discover
Act
Only
Nme
passes
in
a
linear
fashion
in
a
co-creaNon
process;
everything
else
has
a
ripple
eect.
19
Explore
Discover
Explore
Discover
Act
Discover
While
following
a
sequenNal
process
of
exploraNon,
discovery,
and
acNon,
a
co-creator
must
be
prepared
to
generate
insights,
interpretaNons,
and
acNons
through
mulNple
engagements
with
stakeholders.
Explore
Discover Act
Act
20
21
? ?
22
? ?
What is the future of instrument panels in the car? What will future refrigerators and cooktops look like? What is the future of whiteboards? What will my consumers pay for?
Redened QuesNon What is the future of informaNon in the car? What does the food journey look like, and what are the opportuniNes to serve the needs of people at the refrigerator and cooktop? What is the relevance of verNcal surfaces in work pracNces, and how do they interact with other available surfaces? Where do people nd value, and why?
23
We help you idenNfy opportuniNes to innovate, transform, and align your business with customer needs through co-creaNon.
Explore
Discover
Act
The ExploraNon phase involves the use of parNcipatory research methods to tap into peoples lives and dreams.
24
Explore
Discover
Act
The
Discovery
process
involves
breaking
down
observaNons
and
insights
into
records,
and
then
connecNng
the
dots
to
nd
paQerns,
develop
frameworks,
and
create
stories
that
can
inspire
acNon.
25
Explore
Discover
Act
Ideas
only
have
value
through
implementaNon.
As
clients
take
insights
from
concept
to
market,
a
design
researcher
becomes
the
evangelist
for
everyday
people
in
the
client
organizaNon
as
they
develop
ideas
and
take
them
to
market.
26
27
? ?
28
How does our new, disrupNve technology t into our customers lives?
29
30
31
Artromick
InnovaNng
ways
obile
care
M in
which
acute
Exploring
faciliNes
use
medical
carts
to
CompuNng
and
Med
Server
Carts
dene
opportuniNes
for
the
next
generaNon
of
technology-infused
medical
carts
32
33
34
35
36
37
38
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40
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42
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44
45
How do we design the presence of our company in the imaginaNon of our customers?
46
Very rarely do clients come to us looking for design research services. Their needs for research may be expressed as ethnographic research, market research, product research, concept tesNng, usability studies, co-creaNon, etc. In all of these situaNons they recognize that design researchers bring unique skill sets to the team.
47
InnovaNon
Market
research
Doblin
TNS
Gravity
Tank
ConNnuum
Lunar
Strategy
McKinsey
Jump
IDEO
Smart
Design
Trending
HumanNc
Co-creaNon
TransformaNon
48
THANKS!
49