sdl 08 design for empathy and change
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SDL – Design for Empathy and ChangeIndustrial Design 2012, Georgia Institute of Technology
www.florianvollmer.com
@florianvollmer
Thoughts &Emotions
Actions& Behaviors
© Florian Vollmer, 2012 – www.florianvollmer.com
User/ Customer/Consumer
Designer
who?
what?
why?
Team CompanyExternal Partners
group
organization
extended
Thoughts &Emotions
Actions& Behaviors
© Florian Vollmer, 2012 – www.florianvollmer.com
User/ Customer/Consumer Designer
TeamCompany
External Partners
causes
values
insights
hypothesis
sustainable change
Problem Solution
Exploration/ formative
Validation/summative
Integrative
Storytelling
visual
verbal
quantitative qualitative
Adopted from: Tim Plowman, Design Research
Recording
Artifact Collection
Model Collection
Observation
Participation
Oral Histories
Group Interviews
Archiving
Diaries
Surveys
Statistical Data
Research
Methods
formative summative
Adopted from: Tim Plowman, Design Research
Recording
Artifact Collection
Model Collection
Observation
Participation
Oral Histories
Group Interviews
Archiving
Diaries
Surveys
Statistical Data
Research
Methods
formative summative
Recording
Artifact Collection
Model Collection
Observation
Participation
Oral Histories
Group Interviews
Archiving
Diaries
Surveys
Statistical Data
Research
Methods
Literature Review Questionnaires
Analytics
Usability Testing
Heuristics
Taxonomies
formative summative
Recording
Artifact Collection
Model Collection
Observation
Participation
Oral Histories
Group Interviews
Archiving
Diaries
Surveys
Statistical Data
Research
Methods
Literature Review Questionnaires
Analytics
Usability Testing
Heuristics
Used? Share Story:
Successes and Challenges:
Related Methods:
Purpose/ Outcome:
Research Tool
formative summative
Research
Communication
Reports & Statistics Personas Design Brief
Needs
Constraints
Decision Matrix Post-Purchase
formativesummative
Traditional
Product and Service Development
Development
Deployment
marketing & sales metrics
formativesummative
Development
Deployment
marketing & sales metrics
formativesummative
New
Product and Service Development
Development
Deployment
marketing & sales metrics
formativesummative
Iteration
formative & summativeDeployment
marketing & sales metricsformative & summative
formativesummative
Iteration
Deployment
marketing & sales metricsformative & summative
© Florian Vollmer, 2012 – www.florianvollmer.com
MultidisciplinaryStorytelling
Behavior
Systems
Intradisciplinary
User
Technology
Network
Experience Interaction
Florian Vollmer 2012
Form
SequenceSemanticsDesignscape
Summarizing Findings:
Personas
• Enable “serial empathy”• Avoid stereotyping• Enable mnemonics• Focus on actionable traits• Root in research• Text, graphics, visuals
© Florian Vollmer & Info Retail 2012 – www.inforetail.com
The Customer Journey Canvas
© Florian Vollmer & Info Retail 2012 – www.inforetail.com
Brand
Way!nding
Digital Interaction
Info Graphics/ Print
Human interaction
Digital Signage
Environmental cues
Smartphone?
© Florian Vollmer & Info Retail 2012 – www.inforetail.com
Back-Stage Actors
Front-Stage Actors
Physical and Digital Touchpoints
© Florian Vollmer & Info Retail 2012 – www.inforetail.com
Pre-Service Service Period Post-Service
© Florian Vollmer, 2012 – www.florianvollmer.com
© Florian Vollmer & Info Retail 2012 – www.inforetail.com
Ad
Social
WoM
Past Experiences
Service Journey
CRM
Social
WoM
© Florian Vollmer & Info Retail 2012 – www.inforetail.com
Expectations Experiences Satisfaction/Dissatisfaction
© Florian Vollmer & Info Retail 2012 – www.inforetail.com
© Florian Vollmer & Info Retail 2012 – www.inforetail.com
SDL – Design for Empathy and ChangeIndustrial Design 2012, Georgia Institute of Technology
www.florianvollmer.com
@florianvollmer
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