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WHAT IS DESIGN RESEARCH. Prepared for: . UDAY DANDAVATE Co-Founder and CEO, SonicRim Ltd. www.sonicrim.com. California College of the Arts. DESIGN IS CHANGING. ”. “ . One of design's most fundamental tasks is to help people deal with change .

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slide1

WHAT

IS DESIGN RESEARCH

Prepared for:

UDAY DANDAVATE

Co-Founder and CEO,

SonicRim Ltd.

www.sonicrim.com

California College of the Arts

slide3

One of design's most fundamental tasks is to help people deal with change.

Designers stand between revolutions and everyday life. When the internet happened, they created interfaces with buttons and hyperlinks that enabled us all to use it. Designers make disruptive innovations manageable and approachable, so that they can be embraced and assimilated into life. And they never forget functionality and elegance.

In 25 years designers will be at the nexus of things. They will not be divvied up according to their reductive specialty (graphic, product, furniture, so 20th-century!). On the contrary, like physics, design will be loosely separated between theoretical and applied.

Theoretical designers will be exquisite generalists—a bit like French philosophers, but ready to roll up their sleeves. Applied designers will visualize complex infrastructures and systems so that scientists, policymakers and the general public can manage and influence them; they will bring economy and common sense to the production of consumer goods.

slide4

AN EVOLVING MAP OF DESIGN PRACTICE

AND DESIGN RESEARCH

WHERE DO YOUR ASPIRATIONS FIT IN?

slide5

Design-Led

design-ledwithexpert mindset

design-ledwithparticipatory mindset

Participatory Mindset

“Users” seen as partners

(active co-creators)

Expert Mindset

“Users” seen as subjects

(research informers)

research-ledwithexpert mindset

research-ledwithparticipatory mindset

Research-Led

Source: Dr. Liz sanders

In “An Evolving Map of Design Practice and Design Research”. Written for Interaction Magazine

slide6

Design-Led

Participatory Mindset

“Users” seen as partners

(active co-creators)

Expert Mindset

“Users” seen as subjects

(research informers)

Research-Led

Source: Dr. Liz sanders

In “An Evolving Map of Design Practice and Design Research”. Written for Interaction Magazine

slide7

Design-Led

Dialogic Design

Participatory Mindset

“Users” seen as partners

(active co-creators)

Expert Mindset

“Users” seen as subjects

(research informers)

Research-Led

Source: Dr. Liz sanders

In “An Evolving Map of Design Practice and Design Research”. Written for Interaction Magazine

slide8

Design Dialogues imagines the possibilities of design as a transformative re-visioning of systems that matter. We require new tools of design thinking and social engagement to energize the wisdom of participants. Dialogue is between perspectives, around a multi-perspective design canvas of products, systems, organizations & societies. In a world of complex, wicked problems, design has many cultural instruments, of dialogue, arts, research, and action [7]

Peter Jones, Dialogic Design International

Source: Dr. Liz sanders quoting Peter Jones in “An Evolving Map of Design Practice and Design Research”. Written for Interaction Magazine

slide9

Design-Led

Participatory Mindset

“Users” seen as partners

(active co-creators)

Expert Mindset

“Users” seen as subjects

(research informers)

I WORK HERE

WHERE DO YOU WANT TO WORK?

Research-Led

Source: Dr. Liz sanders

In “An Evolving Map of Design Practice and Design Research”. Written for Interaction Magazine

slide11

Who is our target audience?

What do they want?

What do they need?

How are they different?

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 frustrations?

Who do they listen to?

How do they find and learn from information?

Our clients start with a question

?

Will they like my idea?

Why am I losing ground?

How do I need to change?

How can I make more money?

What is my value proposition?

What do I innovate?

How do they make decisions?

What do they want to know?

What will delight them?

What should I make?

What do I stand for?

slide12

Growth

Share

Differentiation

Retention

Expansion

Survival

Revitalization

Adaptation

Glocalization

Partnership

?

The question turns into a project when it is tied to an opportunity

?

Diversification

Optimization

Alignment

Retention

Relationship

Loyalty

Visibility

Relevance

Motivation

Vision

slide13

?

and creates ripples of curiosity within the client organization for “what’s possible”

?

slide14

?

?

As key stakeholders join the pursuit of the “Possible”

?

?

?

?

?

slide16

by continually serving the creative curiosity of a growing group of stakeholders

Different stakeholders will join the process at different stages

Each stakeholder’s pre conceived notions need to be addressed with respect and patience

Stakeholders are used to working within their expert domain and need communication in a language they can understand

Design research is not about delivering a report. It involves a process of aligning people of different perspectives and ultimately developing a shared vision of an opportunity.

This participatory process of discovering an opportunity is called “Co-Creation”

slide17

Co-creation requires a shift in mindset…

especially for those who are used to prescriptive model of consulting

slide18

Co-creation requires

A commitment to generating ideas through a dialogue with different stakeholders.

Cultivating Empathy and containing Ego

Respect for the ideas of people who are not trained in creative professions

Ability to shift focus back and forth between observations and interpretations, insights and ideas.

Ability to accommodate multiple interpretations of an observation

Genuine curiosity for everyday people’s lives, opinions and dreams

An eye for simple things that make a big difference to people

Tolerance for ambiguity

Patience for patterns to emerge during analysis and not forcing conclusions too quickly

Ability to tell stories

slide19

?

Explore

Discover

Act

Only time passes in a linear fashion in a co-creation process. Everything else has a ripple effect.

slide20

Discover

Explore

?

Explore

Discover

Act

While following a sequential process of exploration, discovery and action, a co-creator must be prepared to generate insights, interpretations and actions through multiple engagements with stakeholders

Discover

Explore

Discover

Act

Act

slide22

?

?

?

Design research begins by questioning the question

slide23

?

?

?

Examples

Original Question

What is the future of instrument panel in the car?

What will future refrigerator and cooktop look like?

What is the future of whiteboards?

What will my consumers pay for?

Redefined Question

What is the future of information in the car?

What does the food journey look like and what are the opportunities to serve the needs of people at the refrigerator and cooktop?

How is the relevance of vertical surfaces in work practices and how do they interact with other available surfaces?

Where do people find value and why?

slide24

We help you identify opportunities to innovate, transform, and align your business with customer needs through co-creation.

Act

Act

Explore

Discover

Explore

Discover

Exploration phase involves use of participatory research methods to tap into people’s life and dreams

slide25

Act

Explore

Discover

The discovery process involves breaking observations, insights into records and then connecting the dots to find patterns, develop frameworks and stories that can inspire action.

slide26

Act

Explore

Discover

Ideas only have value through implementation. As clients take insights from concept to market, a design researcher becomes the evangelist of everyday people in the client organization as they develop ideas and take them to the market.

slide28

?

Our clients come to us with different types of questions.

For example…..

?

artromick innovating mobile computing and med server carts
Artromick •Innovating Mobile Computing and Med Server Carts

Exploring ways in which acute care facilities use medical carts to define opportunities for the next generation of technology-infused medical carts

How do acute care facilities use medical carts?

slide47

FINALLY: YOUR OPPORTUNITIES

  • 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 testing, usability studies, co-creation, etc.
  • In all of these situations they recognize that design researchers bring unique skill sets to the team.
slide48

FINALLY: YOUR OPPORTUNITIES

  • We studied a number of companies employing design researchers and how they position their servicers through their website.
  • We represented the diverse practices within which designers find meaningful employment through a diagram, “Where is our food”
  • Hopefully this diagram will help you align your aspirations with your opportunities.

Innovation

NPD

Market Research

Doblin

Gravity Tank

TNS

Continuum

Lunar

Smart

Strategy

Design

Jump

McKinsey

IDEO

Conifer

IFTF

SonicRim

Yankelovich

Trending

Humantific

Co-Creation

Transformation