d.maps: design cultural maps lab 1

d.Maps: Design Cultural Maps Lab 1Enrique.Allen@stanford.edu

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 enrique.allen@stanford.edu 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