analysis & synthesis for design | an elephant surrounded by blind men
DESCRIPTION
The presentation for a 2009 Workshop run at EPIC 2009 Description: Analysis and synthesis are critical to the application of observational research techniques in a design context, yet are often underrepresented in literature and discussion. What discussion there is often centers on execution of individual methods and practices and the benefits they provide. These in-depth explorations of individual methods are invaluable to us as practitioners, but mastery of any individual method does not lead to mastery of the analytical / synthetic process. In this workshop, we will investigate the core purpose(s) individual methods serve, how they relate to each other and to the process as a whole. We will seek to establish and evaluate a strawman organizational model describing the analysis / synthesis lifecycle and the value of those activities through discussion of individual methods employed by our cross-disciplinary participants. Goals and Benefits: The use of such a organizational model of analysis and synthesis would be: * -to introduce practitioners to new methods from a variety of academic backgrounds, * -to illustrate the analytical value that these methods may provide, * -to enable thoughtful selection of methods appropriate for the problem at hand (based on project goal, time available, data gathered, and other real world constraints), * -to provide perspective on how individual methods relate to each other, and * -to better articulate expected outcomes and defend time devoted to analysis and synthesis activitiesTRANSCRIPT
![Page 1: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/1.jpg)
Analysis & Synthesis for Design
An Elephant Surrounded By Blind Men
John Payne"September 1, 2009
![Page 2: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/2.jpg)
p2
The Six Blind Men of Indostan - John Godfrey Saxe
It was six men of Indostan to learning much inclined,
Who went to see the Elephant (though all of them were blind),
That each by observation might satisfy his mind
The First approached the Elephant, and happening to fall
Against his broad and sturdy side, at once began to bawl:
“God bless me! but the Elephant Is very like a wall!”
The Second, feeling of the tusk, Cried, “Ho! what have we here
So very round and smooth and sharp? Ho me ’tis mighty clear
This wonder of an Elephant Is very like a spear!”
The Third approached the animal, and happening to take
The squirming trunk within his hands, thus boldly up and spake:
“I see,” quoth he, “the Elephant is very like a snake!”
![Page 3: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/3.jpg)
p3
The Six Blind Men of Indostan - John Godfrey Saxe
The Fourth reached out an eager hand, and felt about the knee.
“What most this wondrous beast is like is mighty plain,” quoth he;
“ ‘Tis clear enough the Elephant is very like a tree!”
The Fifth, who chanced to touch the ear, said: “E’en the blindest man
Can tell what this resembles most; deny the fact who can
This marvel of an Elephant is very like a fan!”
The Sixth no sooner had begun about the beast to grope,
Than, seizing on the swinging tail that fell within his scope,
“I see,” quoth he, “the Elephant is very like a rope!”
And so these men of Indostan disputed loud and long,
Each in his own opinion exceeding stiff and strong,
Though each was partly in the right, and all were in the wrong!
![Page 4: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/4.jpg)
p4
Analysis & Synthesis for Design… Why?
Analysis and synthesis are critical to the application of observational research techniques in a design context, yet are underrepresented in literature and discussion. What discussion there is often centers on execution of individual methods and practices and the benefits they provide. These in-depth explorations of individual methods are invaluable to us as practitioners, but mastery of any individual method does not lead to mastery of the analytical / synthetic process.
![Page 5: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/5.jpg)
p5
Workshop format
In this workshop, we will investigate the core purpose(s) individual methods serve, how they relate to each other and to the process as a whole. We will seek to establish and evaluate a strawman organizational model describing the analysis / synthesis lifecycle and the value of those activities through discussion of individual methods employed by our cross-disciplinary participants.
Workshop participants will - engage in discussion and critique of a strawman analysis and synthesis lifecycle, - contribute methods they have brought to bear for different analytical purposes, and - describe the value those methods have generated.
![Page 6: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/6.jpg)
p6
Workshop goals
Through active discussion and critique we will - Better describe the component activities of Analysis & Synthesis, across methods
- Prepare to define the business value of Analysis & Synthesis activities to clients and stakeholders
- Lay groundwork for structure to teach researchers, designers and other stakeholders how to thoughtfully select methods and execute analysis that covers the “whole elephant.”
![Page 7: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/7.jpg)
p7
About me
Bachelor’s Degree in Industrial Design from Bauhaus-style product design program with methodology focus.
Began career as Environmental Designer and Design Engineer (Facility, Retail and Exhibit)
Master’s Degree in Design from Human-Centered Design Planning program with methodology focus.
Transitioned to career in Experience Design for Internet (Web, Mobile, Emerging Platform)
Co-managed group of Researchers and Designers within Technology Consulting firm
Co-founded Interaction Design firm where I am responsible for the Experience Strategy and Design practices.
Developed and taught courses to graduate, undergraduate and corporate audiences
What I am
Student
Designer
Planner
Researcher
Strategist
Manager
Consultant
Entrepreneur
Teacher
![Page 8: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/8.jpg)
p8
About you
![Page 9: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/9.jpg)
p9
What we do
Moment is an interaction design firm focused exclusively on providing user experience strategy and design consulting for the Web, the mobile and emerging platform experiences.
Research & Strategy – Observational research – Participatory design – Usability testing – User requirements development
& product strategy
Design – Business analysis – Information architecture – Visual design – Presentation-layer prototyping – Design specifications
About Moment
![Page 10: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/10.jpg)
p10
Research, Analysis & Synthesis at Moment
Research Methods - In-context interview & observation - Self-documentation studies (photo, video, journal, SMS, blog) - Participatory design research (paper and post-it prototyping, card sorting, etc.) - Usability testing (interactive prototype, live site, etc.)
Synthesis Methods - Sketches - Experience Models - Wireframes - Prototypes - Personas / User Models - User Scenarios - User Journeys - Service Blueprints - Storyboarding - Prototyping
Analysis Methods
- Task analysis - Heuristic analysis - Competitive analysis - Usability analysis - Customer experience analysis - Trend analysis - User needs/ motivations/ values analysis
![Page 11: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/11.jpg)
p11
Research, Analysis, Synthesis (and Design)… here
What do you think?
![Page 12: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/12.jpg)
p12
Precursors
Before we dive into critique, I want to share a few prior models and influential thinkers on the topic:
![Page 13: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/13.jpg)
p13
Bridge Model - Hugh Dubberly, Rick Robinson, Shelley Evenson
![Page 14: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/14.jpg)
p14
Robinson Model - Rick Robinson
![Page 15: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/15.jpg)
p15
Kumar Model - Vijay Kumar
![Page 16: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/16.jpg)
p16
Suri-IDEO Model - Jane Fulton Suri
![Page 17: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/17.jpg)
p17
Deconstructing Analysis Techniques - Steve Baty
Deconstruction: breaking observations down into component pieces. This is the classical definition of analysis.
Manipulation: re-sorting, rearranging and otherwise moving your research data, without fundamentally changing it. This is used both as a preparatory technique - i.e. as a precursor to some other activity - or as a means of exploring the data as an analytic tool in its own right.
Transformation: Processing the data to arrive at some new representation of the observations. Unlike manipulation, transformation has the effect of changing the data.
Summarization: collating similar observations together and treating them collectively. This is a standard technique in many quantitative analysis methods.
Aggregation: closely related to summarization, this technique draws together data from multiple sources. Such collections typically represent a “higher-level” view made up from the underlying individual data sets. Aggregate data is used frequently in quantitative analysis.
Generalization: taking specific data from our observations and creating general statements or rules.
Abstraction: the process of stripping out the particulars - information that relates to a specific example - so that more general characteristics come to the fore.
Synthesis: The process of drawing together concepts, ideas, objects and other qualitative data in new configurations, or to create something entirely new.
![Page 18: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/18.jpg)
p18
Interaction Design Synthesis - Jon Kolko
A Working Theory of Design Synthesis:
Design synthesis is an abductive sensemaking process of manipulating, organizing, pruning and filtering data in an effort to produce information and knowledge.
The Three Chasms
![Page 19: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/19.jpg)
p19
Strawman
![Page 20: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/20.jpg)
p20
Analytic / Synthetic Palette
Deconstruct Categorize Annotate
Combine Arrange Transform
Summarize Curate Abstract
Predict Prescribe Conceptualize
Aggregate
Immerse
Generalize
Abduct
![Page 21: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/21.jpg)
p21
Analytic / Synthetic Palette
Organize Deconstruct Categorize Annotate
Combine Arrange Transform
Summarize Curate Abstract
Predict Prescribe Conceptualize
Aggregate
Immerse
Generalize
Abduct
![Page 22: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/22.jpg)
p22
Aggregation
![Page 23: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/23.jpg)
p23
Deconstruction
![Page 24: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/24.jpg)
p24
Categorization
![Page 25: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/25.jpg)
p25
Annotation
![Page 26: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/26.jpg)
p26
Explore
Combine Arrange Transform Immerse
![Page 27: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/27.jpg)
p27
Analytic / Synthetic Palette
Deconstruct Categorize Annotate
Explore Combine Arrange Transform
Summarize Curate Abstract
Predict Prescribe Conceptualize
Aggregate
Immerse
Generalize
Abduct
![Page 28: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/28.jpg)
p28
Immersion
![Page 29: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/29.jpg)
p29
Arrange/Rearrange
![Page 30: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/30.jpg)
p30
Comparison
![Page 31: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/31.jpg)
p31
Combination
![Page 32: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/32.jpg)
p32
Transformation
![Page 33: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/33.jpg)
p33
Analytic / Synthetic Palette
Deconstruct Categorize Annotate
Combine Arrange Transform
Describe Summarize Curate Abstract
Predict Prescribe Conceptualize
Aggregate
Immerse
Generalize
Abduct
![Page 34: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/34.jpg)
p34
Generalization
![Page 35: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/35.jpg)
p35
Summarization
![Page 36: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/36.jpg)
p36
“In some cases we’ll use a part of a questionnaire or a tool to help us get what we want, because using the entire thing is too time consuming.”
“I repurposed the prospect letter for my non-HNW clients to introduce them to the program and transition them to a Junior team member.”
“My CSA does all the ‘understanding’ phase with prospects, I just come in for the close.”
FAs are wary of showing a “standardized process” or a “branded initiative” to their clients because it may negatively impact their perceived expertise.
“There are data integration issues between the tools causing the need for double entry of some data”
Curation
![Page 37: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/37.jpg)
p37
Building Knowledge
Configuring Product
Designing Network
Inquiring Modeling Detailing
Abstraction
![Page 38: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/38.jpg)
p38
Analytic / Synthetic Palette
Deconstruct Categorize Annotate
Combine Arrange Transform
Summarize Curate Abstract
Project Predict Prescribe Conceptualize
Aggregate
Immerse
Generalize
Abduct
![Page 39: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/39.jpg)
p39
Abduct(ive reasoning)
![Page 40: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/40.jpg)
p40
Prediction
![Page 41: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/41.jpg)
p41
Prescription
![Page 42: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/42.jpg)
p42
Conceptualization"
![Page 43: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/43.jpg)
p43
Analytic / Synthetic Palette
Organize Deconstruct Categorize Annotate
Explore Combine Arrange Transform
Describe Summarize Curate Abstract
Project Predict Prescribe Conceptualize
Aggregate
Immerse
Generalize
Abduct
Analysis
Synthesis
![Page 44: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/44.jpg)
p44
Analysis & Synthesis for Design
An Elephant Surrounded By Blind Men
John Payne"[email protected]
![Page 45: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/45.jpg)
p45
References
Kolko, Jon. 2007. Information Architecture and Design Strategy:The Importance of Synthesis during the Process of Design. IDSA 2007 Educational Conference Proceedings. http://www.jonkolko.com/writingInfoArchDesignStrategy.php (accessed August 1, 2009).
Dubberly, Hugh et al. 2008. The Analysis-Synthesis Bridge Model. Interactions XV.2 - March / April, 2008 http://www.dubberly.com/articles/interactions-the-analysis-synthesis-bridge-model.html (accessed August 1, 2009).
Kolko, Jon. 2009. Design Synthesis. http://designmind.frogdesign.com/videos/misc/design-synthesis.html (accessed August 1, 2009).
Baty, Steve. 2009. Deconstructing Analysis Techniques, parts 1 – 3. Johnny Holland. http://johnnyholland.org/magazine/2009/02/deconstructing-analysis-techniques (accessed August 1, 2009).
![Page 46: Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7843e4a79599a2f8b4638/html5/thumbnails/46.jpg)
p46
Images
Pages:
21: flickr.com/charlietakesphotos
22: ../tupwanders
23: ../jurvetson
24: ../cambodia4kidsorg
26: ../msittig
27: ../candiedwomanire
28: ../thebusybrain
29: ../timwilson
30: ../barry1
37: http://en.wikipedia.org/wiki/Diagnosis_(artificial_intelligence)
38: ../bb_matt
39: ../lxn271
40: .. /carbonnyc