Advanced Design Planning Course Introduction

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Questions and Answers

What is the primary goal of designers according to the design process?

To only understand the real world

To only make tangible products

To both understand the real world and make tangible products (correct)

To only live in the abstract world

What is the concept mentioned in the quote from the book 'A river runs through it'?

Seeing something noticeable (correct)

Seeing the obvious

Seeing the abstract

Seeing the invisible

What are the two axes involved in the design process?

Research and development, concrete and abstract

Understanding and making, real world and abstract world (correct)

Thinking and doing, concrete and abstract

Design and implementation, real and abstract

What is the purpose of abstractions in the design process?

To help us see new themes and patterns Signup and view all the answers

What is the goal of studying the real world in the design process?

To understand people's needs and the market Signup and view all the answers

What is the purpose of prototyping and sharing work in the design process?

To communicate and implement designs in the real world Signup and view all the answers

What is the ultimate goal of the design process?

To invent and design new products and services Signup and view all the answers

What is the 'four square model' mentioned in the text?

A human-centered design process with five steps Signup and view all the answers

What is the importance of dealing with both the real world and the abstract world in design?

To understand people's needs and think abstractly Signup and view all the answers

What is the 'refinement' mentioned in the text?

The refinement of designers to deal with both the real world and the abstract world Signup and view all the answers

What is the concept of abstraction ladder compared to?

A staircase Signup and view all the answers

What happens when we ascend to a higher level in problem-solving?

We see the problem from a different perspective Signup and view all the answers

Why is it helpful to descend to a lower level in problem-solving?

Because we feel stuck and can't make progress Signup and view all the answers

What is the benefit of framing a problem at a higher level of abstraction?

We get more options for solutions Signup and view all the answers

What is the difference between punk rock and baseball in problem-solving?

One is about rules and the other is about freedom Signup and view all the answers

What is the relationship between the concept of altitude and approach in problem-solving?

They are two separate concepts Signup and view all the answers

What is the main idea behind the abstraction ladder?

To frame a problem at different levels of abstraction Signup and view all the answers

What is the benefit of framing a problem at a lower level of abstraction?

We get a very specific solution Signup and view all the answers

What happens when we solve a problem at a higher level of abstraction?

We solve a broader category of problems Signup and view all the answers

Why is it important to consider the level of abstraction when solving a problem?

Because it helps us to frame the problem in the right way Signup and view all the answers

What is the process of moving from many ideas to a few key insights?

Converging Signup and view all the answers

What is the main goal of the converge phase in the double diamond approach?

To prioritize and focus on a few key insights Signup and view all the answers

What is the purpose of diverging again after converging?

To generate many ideas and solutions Signup and view all the answers

What is the benefit of the design process aligning with the scientific method?

It provides a more structured approach to problem solving Signup and view all the answers

What is the process of moving from many ideas to a few promising solutions?

Converging Signup and view all the answers

What is the purpose of the double diamond approach in design planning?

To provide a rigorous approach to problem solving Signup and view all the answers

What is the role of induction in the design process?

To collect evidence and develop a hypothesis Signup and view all the answers

What is the benefit of designing objects and services that can be prototyped?

It enables more rigorous hypothesis testing Signup and view all the answers

What is the relationship between the design process and logically correct reasoning?

The design process is aligned with logically correct reasoning Signup and view all the answers

What is the ultimate goal of the design process in the context of problem solving?

To find a solution to the problem Signup and view all the answers

What is the characteristic of the evolution of something powerful and historic?

It slowly makes changes to keep it fresh and interesting. Signup and view all the answers

What was the approach of the folks who invented punk rock in the US?

They ripped up and threw away existing chord progressions and music structures. Signup and view all the answers

What is the benefit of breaking away from existing knowledge and starting anew?

It allows for the creation of something wholly new. Signup and view all the answers

What is the challenge of starting something new without building upon existing knowledge?

There is a lack of foundation to build upon, leading to potential disruption and problems. Signup and view all the answers

What is characteristic of transformational innovation?

It involves a big change. Signup and view all the answers

What is the result of punk rock's rejection of existing music structures?

It resulted in music that was very difficult to listen to. Signup and view all the answers

What is the approach of evolving something historic, like baseball?

Making slow changes to keep it fresh and interesting. Signup and view all the answers

What is the benefit of evolving something historic, like baseball?

It keeps it relevant and allows it to remain part of our culture. Signup and view all the answers

What is the downside of breaking away from existing knowledge and starting anew?

It loses the benefits of existing knowledge and experience. Signup and view all the answers

What is the significance of punk rock's creation?

It represented a break from existing music genres. Signup and view all the answers

What course is being introduced?

Advanced Design Planning Signup and view all the answers

Where does Jeremy Alexis teach?

Illinois Institute of Technology Signup and view all the answers

How long has Jeremy Alexis been teaching design?

20 years Signup and view all the answers

Which concept has been linked to design planning?

Design thinking Signup and view all the answers

What advantage does design thinking offer according to Jeremy Alexis?

It's easy to execute the steps. Signup and view all the answers

What is a characteristic of advanced design planning?

It includes more profound insights and systematic products. Signup and view all the answers

What is the purpose of advanced design planning?

To find more profound insights and transformational innovation. Signup and view all the answers

What does Jeremy Alexis imply about standard design thinking?

It may provide quick wins. Signup and view all the answers

What is the primary aim of moving into the abstract world in the design process?

To discover deeper, latent needs for innovative value creation Signup and view all the answers

When framing the design process, what is the next step after framing?

Research Signup and view all the answers

Which phase involves peeling away the layers to discover root causes?

Understanding abstract phase Signup and view all the answers

Why is it beneficial to develop strategies at the abstract level before individual concepts?

To ensure more direction and organization Signup and view all the answers

What is the final phase of the design process?

Communication and prototyping Signup and view all the answers

What does the double diamond approach illustrate in the design process?

There are two cycles of diverging and converging Signup and view all the answers

What characterizes the research phase in the design process according to the double diamond model?

Diverging ideas Signup and view all the answers

What happens after gathering all the information in the research phase?

Models, theories, and hypotheses are built Signup and view all the answers

What is a misconception about the four quadrant matrix design process?

It is linear and does not loop Signup and view all the answers

What is the significance of asking bigger questions in the understanding abstract phase?

To discover root causes and underlying needs Signup and view all the answers

What defines 'ideas with momentum'?

Ideas that align with the organization's current capabilities and direction Signup and view all the answers

Which type of innovation involves disrupting the current organization due to constraints?

Transformational innovation Signup and view all the answers

What should be the primary consideration when choosing between significant and transformational innovation?

The needs and contexts of the organization Signup and view all the answers

Why is it important to be value free when choosing between significant and transformational innovations?

To maintain neutrality and avoid bias Signup and view all the answers

What is recommended when starting a new project to frame the problem?

Create multiple problem statements from different perspectives Signup and view all the answers

What factor should be considered to avoid delivering unwanted or too expensive solutions?

The match between innovation type and organizational needs Signup and view all the answers

How should you treat the innovation needs of an organization?

With flexibility depending on various contexts Signup and view all the answers

What approach is suggested for framing a problem?

Considering the problem from various lenses and scales Signup and view all the answers

What process is beneficial when starting to think about a project's problem statement?

Creating multiple problem statements at different levels and lenses Signup and view all the answers

What is the next step after creating multiple problem statements for a project?

Prioritizing and picking one problem statement Signup and view all the answers

Who designed the Milwaukee Art Museum?

Santiago Calatrava Signup and view all the answers

What did Santiago Calatrava use to sign his book for the speaker's friend?

A watercolor set Signup and view all the answers

At which level does the Milwaukee Art Museum look very different according to the speaker?

The 39th floor of a high rise Signup and view all the answers

What is meant by the 'power of framing' in design according to the speaker?

The power to set the focus and boundaries of a problem Signup and view all the answers

Which documentary might be helpful to understand the concept of viewing problems from different levels?

The Powers of Ten Signup and view all the answers

Why was the Milwaukee Art Museum commission significant for Santiago Calatrava?

It was his first commission in the United States Signup and view all the answers

What analogy is used to describe viewing a problem at different altitudes in design work?

Flying a jet Signup and view all the answers

How does the appearance of the Milwaukee Art Museum change as one moves from a high level to a ground level?

Different details and materials become visible Signup and view all the answers

What level of intentionality do great designers often exhibit according to the speaker?

High level of intention in every little detail Signup and view all the answers

What might a designer do if they are not seeing enough solution options for a problem?

Ascend to a higher level to reframe the problem Signup and view all the answers

What type of users are typically studied in design research to understand their needs and develop solutions?

Lead users or extreme users Signup and view all the answers

What is the term for the process of bringing solutions from extreme users to a larger population?

Democratizing design Signup and view all the answers

Who invented the roller board back?

A pilot Signup and view all the answers

What is the term for designing solutions to address the needs of people who are not using a system?

Universal design Signup and view all the answers

What was the original purpose of Oxo Good Grips kitchen tools?

To help people with limited mobility in their hands Signup and view all the answers

What is the benefit of studying extreme users and non-users of a system?

To develop solutions that can be adapted to a larger population Signup and view all the answers

What is the result of studying lead users and non-users of a system?

Solutions that are adapted to a larger population Signup and view all the answers

Why is it helpful to start with extreme users or non-users of a system in design research?

Because they have needs that are not met by the market Signup and view all the answers

What is the characteristic of solutions that are developed by studying extreme users and non-users?

They are adapted to a larger population Signup and view all the answers

What is the ultimate goal of democratizing design and universal design?

To develop solutions that are adapted to a larger population Signup and view all the answers

What is the primary purpose of the 'checking questions' in design interviews?

To clarify contradictions in the interviewee's story Signup and view all the answers

What is the main component of an empathy map in design thinking?

Four categories: what they say, do, think, and feel Signup and view all the answers

What is the purpose of identifying 'tensions' in an empathy map?

To recognize conflicts in a user's goals or values Signup and view all the answers

What is the term for the process of making inferences about a user's thoughts and feelings during an interview?

Inference Signup and view all the answers

What is the primary benefit of using an empathy map in design planning?

It provides a structured approach to user research Signup and view all the answers

What is the term for the contradictions between what a user says and what they do?

Paradox Signup and view all the answers

What is the primary purpose of the 'Columbo technique' in design interviews?

To clarify contradictions in the user's story at the end of the interview Signup and view all the answers

What is the main difference between 'what they say' and 'what they think' in an empathy map?

One is a fact, the other is an inference Signup and view all the answers

What is the primary benefit of using the empathy map in advanced design planning?

It provides a structured approach to user research Signup and view all the answers

What is the primary goal of documenting design interviews using the empathy map?

To identify patterns and themes in user behavior Signup and view all the answers

What is the key objective discussed during module two of Advanced Design Planning?

Learning about research and information gathering Signup and view all the answers

What does the instructor suggest designers should be like when learning about a problem frame?

A sponge Signup and view all the answers

What valuable tools were discussed during the previous module?

Altitude and approach Signup and view all the answers

Why is morning sunlight on the breakfast table considered desirable?

It is a pleasant way to start the day Signup and view all the answers

What concept does the professor's favorite quote emphasize in human-centered design?

Tailoring the design to individual needs Signup and view all the answers

What must designers develop to have a deep understanding of their design space?

Large fact base and comprehensive research Signup and view all the answers

What do altitude and approach help designers to do?

Frame the problem effectively Signup and view all the answers

Why is it essential to understand the future of the design space?

To ensure long-term relevance and usability Signup and view all the answers

What is the primary objective of using empathy in the design process?

To understand the users and their needs Signup and view all the answers

Why is context considered important in design research?

It provides insights into the user's surrounding environment Signup and view all the answers

What type of research is typically done at a desk involving literature searches?

Context research Signup and view all the answers

What does foresight research primarily address?

Understanding future shifts in technology and demographics Signup and view all the answers

Which method is commonly used during empathy research?

Observation and obstacle courses Signup and view all the answers

What is the role of customer insights within an organization?

Possessing deep knowledge in areas of research Signup and view all the answers

What type of analysis might be used in foresight research to ensure designs are future proofed?

Patent analysis Signup and view all the answers

Which approach combines interviewing users and understanding stakeholders?

Conducting user observations and interviews Signup and view all the answers

What are two lenses suggested for determining the population for research?

Lead, core, and non-users Signup and view all the answers

What is the aim of trend definition in foresight research?

To determine technological and social changes for future designs Signup and view all the answers

Why is Lipitor considered a blockbuster drug?

It applies to a large population. Signup and view all the answers

What is the main reason McDonald's designs their menu with a certain flavor profile?

To appeal to the palates of younger consumers. Signup and view all the answers

What research strategy does McDonald's use to understand its customer better?

Studying their customers' customers. Signup and view all the answers

Why is designing for backstage staff and support staff important for McDonald's?

To ensure efficient workflow in the kitchen. Signup and view all the answers

What is a common method used in human centered design and advanced design planning?

Empathy interviews Signup and view all the answers

Why do designers sometimes focus on users at the edges during pharmaceutical development?

To innovate and translate solutions back to the larger middle population. Signup and view all the answers

How has McDonald's improved its kitchen operations?

Innovative kitchen design for ease of use Signup and view all the answers

What can businesses learn from McDonald's approach to customer research?

Observe both customers and their customers. Signup and view all the answers

What aspect of McDonald’s menu is designed to keep customers' children happy?

Creating Happy Meals and child-friendly flavors. Signup and view all the answers

Why are empathy interviews deceptively simple?

They seem straightforward but require structure and discipline to be effective. Signup and view all the answers

Why is it important not to confront an interviewee when identifying a paradox?

Paradoxes may indicate an opportunity for design Signup and view all the answers

What should you consider if an interviewee omits expected information during an interview?

That the omitted information may signal undiscovered patterns Signup and view all the answers

Which famous detective is referenced to explain the significance of the absence of evidence?

Sherlock Holmes Signup and view all the answers

What is described as a powerful research method that involves observing people in their natural settings?

Ethnographic observation Signup and view all the answers

Why might virtual and hybrid methods be less effective than in-person observations?

They lack detailed visual cues Signup and view all the answers

What potential issue should be reduced during in-person observations to ensure accuracy?

Observer effect Signup and view all the answers

What could the presence of 15 researchers at a Target store most likely affect?

The behavior of customers Signup and view all the answers

What might be an indicator that there is an unmet need or pattern worth investigating?

A paradox identified during research Signup and view all the answers

What does the phrase 'where there's smoke, there's fire' imply in research context?

There is usually a reason behind every observation Signup and view all the answers

Why is directly observing users in their environment valuable for designers?

It provides firsthand experience and context Signup and view all the answers

What is the primary objective of an ethnographic interview?

To gather unbiased stories and insights Signup and view all the answers

Which approach should an interviewer take to ensure an effective ethnographic interview?

Remain neutral and let the user lead the conversation Signup and view all the answers

Why is building rapport at the beginning of an ethnographic interview critical?

It sets the stage for open and honest communication Signup and view all the answers

What type of questions should be avoided to get valuable insights during an ethnographic interview?

Ask yes/no questions about specific experiences Signup and view all the answers

What is the recommended percentage of the interview time to be spent on building rapport?

30% to 40% Signup and view all the answers

In narrative building, what is a more effective way to learn about a user's everyday life?

Asking them about specific incidents Signup and view all the answers

What is the purpose of asking follow-up questions during an ethnographic interview?

To extract more detailed stories and insights Signup and view all the answers

How should an interviewer handle their own knowledge during an ethnographic interview?

Hide their knowledge to avoid influencing the user Signup and view all the answers

What is the role of narrative in an ethnographic interview?

To collect detailed personal stories Signup and view all the answers

What kind of mindset should an interviewer adopt during an ethnographic interview?

Naïve and open-minded Signup and view all the answers

What is a main ethical consideration when setting up an observation?

Ensuring that it doesn't influence people's behavior Signup and view all the answers

What is a good rule of thumb mentioned for determining the ethics of your observation?

The 'front page test' Signup and view all the answers

What crucial aspect of observation does the text highlight through the example of a colleague observing someone asleep?

The potential tedium involved in observation Signup and view all the answers

What does the 'AIOU' framework stand for?

Activities, Interactions, Objects, Users Signup and view all the answers

What is one of the initial steps before conducting an observation?

Getting permission to observe Signup and view all the answers

Why is preparation important for the observation team?

To define roles and ethics, and ensure field books are ready Signup and view all the answers

What does considering the right times of day or year help with during observation?

Capturing the most relevant activities Signup and view all the answers

What details can repetitive observation help reveal?

Critical roles and unnoticed details Signup and view all the answers

Which of the following should NOT be overlooked in preparation for observation?

Understanding the uses and activities to be observed Signup and view all the answers

What is the purpose of the 'front page test'?

To gauge comfort with public knowledge of the observation Signup and view all the answers

Study Notes

Introduction to Advanced Design Planning

The course is about Advanced Design Planning, which is a deeper and more advanced approach to design thinking.
The instructor, Jeremy Alexis, is a professor at the Institute of Design at the Illinois Institute of Technology in Chicago.

Design Thinking and Advanced Design Planning

Design thinking is a popular approach to innovation, but it only provides immediate value.
Advanced Design Planning goes deeper to find more profound insights and work towards more transformative innovation.
It uses similar methods and approaches as design thinking, but with a more rigorous and systematic approach.

The Four Square Model

The Four Square Model is a framework for understanding the design process.
It consists of five steps: framing, research, analysis, making, and communication/prototyping.
The model is based on two axes: understanding vs. making, and the real world vs. the abstract world.
Designers need to be good at both understanding and making, and need to be able to deal with both the real world and the abstract world.

The Double Diamond Approach

The Double Diamond Approach is another framework for understanding the design process.
It consists of two cycles of diverging and converging.
The first cycle involves diverging (research) and converging (analysis).
The second cycle involves diverging (idea generation) and converging (prototyping and testing).

Logically Correct Reasoning

The design process should be based on logically correct reasoning, similar to the scientific method.
It involves a process of induction (theory building) and deduction (hypothesis testing).
Designers can use prototyping and testing to run rigorous hypothesis tests.

Framing Problems

Framing is the ability to set the aperture and frame of the problem you're trying to solve.
It involves looking at the problem at different levels of abstraction, from very high-level to very narrow.
The Eames Powers of Ten is a useful tool for thinking about this approach.
Designers can choose to ascend to a higher level of abstraction or descend to a lower level of detail to help frame the problem.

The Abstraction Ladder

The Abstraction Ladder is a framework for thinking about the level of abstraction of a problem.
It involves moving from a very concrete, tactical level to a broader, more abstract level.
Examples of levels of abstraction include:
- Tactical, concrete level: "As a user, I want to add my frequent flier number after checking."
- Broader activity level: "Air travel"
- Abstract level: "Mobility"### Problem Framing
When solving a tactical problem, frame it at a specific, concrete level.
When seeking innovation and breakthroughs, frame it at a more abstract, categorical level to explore a broader range of solutions.

Altitude and Approach

Altitude refers to the level of abstraction or specificity when framing a problem.
Approach refers to how we look at and tackle a challenge, with two main concepts: punk rock and baseball.
Baseball represents standardized, slow-evolving innovation, with small changes to keep it relevant.
Punk rock represents breaking away from existing norms, creating something new, but potentially disruptive and difficult to adapt to.

Innovation and Transformation

There are two general patterns within approach: significant innovation and transformational innovation.
Significant innovation aligns with an organization's capabilities, builds upon existing knowledge, and has momentum.
Transformational innovation disrupts the organization, intentionally challenging its business model, operating model, brand, and beliefs.

Problem Statement Framing

When starting a project, think of multiple candidate frames to approach the problem.
Consider different types of approaches, altitudes, and directions to create various problem statements.
This helps to understand the different ways to approach a problem and prioritize the best one.

Prioritization

Use the four-quadrant model to prioritize and pick a problem statement.
This process helps to deconstruct the thinking behind choosing a powerful problem statement.
With practice, you can develop the skills to intuitively select the best approach without needing to draw the model.

Module 2: Research in Advanced Design Planning

Recap of Previous Module

Reviewed the design process and the power of framing
Introduced the concept of altitude and approach

Research in Advanced Design Planning

Goal: to understand the problem or issue being addressed
Aim to soak up as much information as possible to build a large fact base
Understand users, context, and future of the design space

Human-Centered Design

Quote: "Would you like morning sunlight on your breakfast table?"
Shows the importance of empathy and understanding user needs

Types of Research

Empathy: understanding users and their needs
Context: understanding the system and environment surrounding the user
Foresight: thinking about future trends and shifts that may impact the design

Conducting Effective Research

Lead users: study extreme users who have unique needs and coping strategies
Non-users: study people who don't use the system or service to understand barriers to entry
Universal design: design solutions that cater to people with varying abilities and needs

Research Techniques

Interviews: building rapport, narrative, and checking questions
Empathy map: a tool to document interviews, categorizing what users say, do, think, and feel

Best Practices

Use two lenses to determine who to research: lead users and non-users
Think about the customer's customer and backstage staff
Design for the extremes and translate solutions to the larger population### Emotional Analysis of Interviews
Identify emotions in interviews, such as happiness, nervousness, and more
Extract emotions felt during the interview, and understand their significance

Advanced Analysis of Interviews

Analyze tensions, paradoxes, and unsaid words in interviews
Tensions: mental or emotional strains experienced by the interviewee, often caused by conflicting goals or agendas
Paradoxes: contradictions between what is said and what is observed
Unsaid words: things that were expected to be said but were not, potentially revealing underlying issues or patterns

Importance of Observation in Research

Observing people in their natural settings is a powerful research method
It provides firsthand experience with the context and helps identify new things
Helps innovators and designers gain practical experience that shapes their designs

Conducting Observations

Reduce the observer effect: minimize the influence of the observer on the observed
Ensure ethical observation: consider the front page test (would the observation be acceptable if written up on the front page of a newspaper?)
Accept tedium: observation can be time-consuming and repetitive, but it's essential to see things in detail

Framework for Observation

IOU framework: observe Activities, Environments, Interactions, and Objects
Observe what activities are happening in the space, the different environments, how people interact, and the objects in the space

Three-Step Process for Observation

Go to where the activity happens and ensure permission to observe or that it's a public space
Prepare the team, including roles, ethics, and required accommodations
Understand the users and activities being observed, and choose the right times to observe

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Description

Introduction to a 7-module course on Advanced Design Planning, taught by Professor Jeremy Alexis from the Institute of Design at the Illinois Institute of Technology.