79 Questions
What is the primary focus of the current phase of the Advanced Design Planning class?
Transforming research data into useful information
Who is the intended user that designers should focus on?
The users who lack the level of skill and understanding
What is the quote that the instructor emphasizes as important in the design process?
Design for the user who is not you
What is the outcome of the analysis phase in the Advanced Design Planning class?
Concept generation and strategy generation
Why is it important to avoid doing research about oneself?
Because the way you experience the world is very different than others
What is the goal of designing products and services?
To build products and services that are truly human-centered
What is the primary objective of the analysis phase?
To take all the information collected and carefully analyze it
What is the consequence of designing for oneself rather than the user?
It can lead to products and services that are not truly human-centered
What is the main reason to think about different modes that people are in when engaging with a service?
To design a service that meets the needs of users.
What do the modes that people are in have to do with when they engage with a product or service?
The time they have and if it's planned or unexpected.
What is the benefit of designing services around different modes?
It helps to design services that meet the needs of users.
What did they discover when working with O'Hare Airport?
The needs of people have less to do with how frequent of a flier they are.
What do people in the 'help mode' typically need?
To get help fast.
What is an example of being in 'entertainment mode'?
Having lots of time and getting to the airport way early.
What do cancer patients go through in their journey?
Different modes depending on the stages in their cancer journey.
What is the benefit of understanding the different modes that people are in?
To design services that meet the needs of users.
When designing a service, what should be considered?
The different modes that people are in.
What is an example of being in 'help mode'?
Having a few minutes to get to the next flight and needing help.
What determines the mode that a person is in?
The time they have and if it's planned or unexpected.
What is the speaker trying to do in the given conversation?
Share a story about their treatment
What is the speaker comparing modes to?
Personas
What does the speaker want to identify in the social science realm?
Modes of behavior
What is the first step in identifying modes?
Use axes to think about the research
What is the purpose of creating many options?
To create a comprehensive list of modes
What are the three types of maps that can be created?
Polar, binary, and four square
What is the purpose of putting continua together?
To identify four or more modes
What is the creative brainstorming exercise about?
Putting continua together
What do most people do despite the complexity?
Write down a list of observed modes
What is the requirement for the list of modes?
The modes must be observed and talked about
What is the purpose of clustering facts and intelligence?
To organize information in a helpful way
What is the main difference between facts and interpretations?
Facts are objective, while interpretations are subjective
What is the user objective in the context of driving?
To become a good driver based on skills and experience
What is the role of the organization in the context of driving?
To deliver assessments that ensure people are ready to drive
What is the core insight identified through the analysis?
Assessments are insufficient to determine if people are ready to drive
What is the purpose of the next step in the process?
To position for the next step in the process
What is the importance of using a consistent convention for making clusters?
To ensure that the clusters are consistent and comparable
What is the relationship between facts and intelligence in the clustering process?
Facts and intelligence are clustered together based on similar meanings
What is the threshold that innovators should be aware of when making inferences?
The point at which inferences become too far-fetched
What is the purpose of making a thorough list of what people said and did during research?
To identify patterns and relationships
What is the purpose of the 'from' statement in the design process?
To describe the current problem
What is the primary objective of identifying the organizational and user objectives?
To understand the needs of the stakeholders
What is the purpose of clustering similar pieces of information?
To synthesize insights from the data
What is the benefit of using a disciplined approach to design thinking?
It leads to more profound insights
What is the purpose of creating a step-by-step process map?
To understand the steps involved in the process
What is the importance of using a convention when clustering information?
It ensures consistency in the insights
What is the primary benefit of understanding the organizational and user objectives?
It ensures effective redesign of the user experience
What is the purpose of identifying the steps involved in the process?
To understand the process map
What is the benefit of taking a disciplined approach to design thinking?
It leads to more profound insights
What is the importance of understanding the user's perspective?
It ensures effective redesign of the user experience
What is the first step in the three-step process described?
Gathering facts and intelligence
What potential issues might arise between user objectives and organizational objectives?
They might be in conflict
Which traditional method is described for sorting and clustering ideas?
Post-it sorting
How should categories be named during the design process?
Reflecting distinctive characteristics
What is implied to be an advantage of the Post-it sorting method?
It is organic and casual
What information is gathered during the first step of the three-step process?
Facts and intelligence
What example was given of a fact found during driver's ed research?
95% pass rate
What does the design process aim to determine when creating maps?
The type of map being drawn
Why is it important to understand the relationship between user and organizational objectives?
They affect the overall design framework
What is the humorous, yet true, observation made about design firms?
They feature people looking at Post-its on a glass wall
What is the primary goal of using the most framework in design thinking?
To develop new products and services
Which of the following is not one of the four phases of analysis mentioned?
Analyzing financial models
What is one potential issue with using personas in design thinking, according to the content?
They feel generic or stereotypical
What do user modes focus on in the context of design thinking?
The presenting condition of users
What is one benefit of clustering Post-it notes during the research phase of design thinking?
It allows identifying themes quickly
Which term describes the condition users are in when engaging with a product, service, or business?
User mode
Why is it important to consider the four pathways in analysis according to the content?
To ensure appropriate treatment of the data
Why does the content suggest that user personas can sometimes 'cobble together' a set of needs?
To address all service blueprint needs
What does the term 'behavioral mode' refer to in design thinking?
The presenting condition of users
What impact does the content suggest clustering Post-it notes can have?
It can create themes for analysis
What does it mean for clusters to be collectively exhaustive?
Clusters cover all relevant information with minimal exceptions
Why is it important for clusters to be mutually exclusive?
To ensure clear boundaries and avoid overlap between clusters
What should be done if a cluster gets too big and starts overlapping?
Split it into smaller, more focused clusters
What percentage of total issues should ideally be captured by the clusters created?
85-90%
What kind of headline is recommended for clusters?
Descriptive sentences that convey deeper meaning
Why should a cluster headline be designed to have a counter-argument?
To ensure it represents a clear and arguable position
What is the main consequence of clusters being too overlapped?
Clusters become less helpful in structuring information
What should you do if some information does not fit into any cluster?
Move it to the side if it is not relevant
What is a benefit of having mutually exclusive and collectively exhaustive clusters?
Clusters provide a solid framework for organizing and creating ideas
When writing a cluster headline, what should it ideally encapsulate?
A comprehensive sentence or sentences conveying the essence
Study Notes
Introduction to Advanced Design Planning
- The course covers analysis of research data to generate concepts and strategies.
- The goal is to design for users who are not like us, with varying levels of skill and understanding.
Four Phases of Analysis
- Identify user modes: understanding how users think and feel when engaging with a product or service.
- Identify objectives: determining what users and stakeholders want to achieve.
- Identify steps in the process: understanding the journey or process users go through.
- Identify trends: identifying key trends that impact the design.
User Modes
- A behavioral mode is a presenting condition or state that individuals are in when engaging with a product or service.
- Modes are not the same as personas, which can be generic and stereotypical.
- Examples of modes include being in a rush, distracted, relaxing, or being slow and deliberate.
- Identifying modes helps to design services that cater to these different modes.
Case Study: O'Hare Airport
- The design team identified modes of travelers, including those with little time, unexpected changes, or planned activities.
- The modes were used to design services that cater to these different needs.
Case Study: Cancer Patients
- The design team identified modes of cancer patients calling a call center, including being a storyteller, a soldier, or having other emotional states.
- The modes were used to design services that cater to these different emotional needs.
Identifying Modes
- Use axes of opposing characteristics (e.g., excited vs. bored) to create a framework for identifying modes.
- Create a list of modes observed in research, without worrying about complexity or frameworks.
- Maps can be used to visualize modes, including binary, polar, and REI maps.
Objectives
- Identify what users want to achieve and what the organization wants to achieve.
- Objectives may reinforce or conflict with each other.
Process for Identifying Objectives
- Start with facts and intelligence from research.
- Cluster related facts to identify categories.
- Look for shared meaning behind the facts to identify insights.
- Identify user and organizational objectives based on the insights.
Example of Identifying Objectives
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In a project to improve driver's ed and testing, the team identified facts, such as the average test-taking time and high pass rate.
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The team clustered related facts and identified an insight: the current assessments are insufficient to determine if people are ready to drive.
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The user objective is to get a license based on skills and experience, while the organizational objective is to deliver assessments that ensure people are ready to drive.### Steps to Get Insights from Research
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To get insights from research, make a thorough list of what people said and did during research, and ensure you distinguish between facts and interpretations.
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Use a consistent convention for clustering, and ensure clusters are mutually exclusive and collectively exhaustive.
Clustering
- Clustering involves grouping similar facts and intelligence together to identify patterns and relationships.
- Clusters should be distinct, with clear boundaries, and not overlap.
- Aim for clusters that cover 85-90% of the total issues involved.
Writing Cluster Headlines
- Write cluster headlines as sentences or a couple of sentences that convey a deep and profound meaning.
- Headlines should be contentious, allowing for counterarguments.
- Examples of cluster headlines include "Current assessments aren't sufficient" or "Innovation is key to success".
Authoring Objectives
- Authoring objectives involves identifying what the organization and stakeholders want to achieve based on the insights.
- Use the "from-to" statement to identify the problem and the desired outcome.
- Examples of "from-to" statements include "From current assessments being insufficient to assessments being sufficient" or "From using traditional methods to using innovative solutions".
Importance of Disciplined Approach
- A disciplined approach to clustering and authoring objectives yields more profound and important insights.
- This approach requires a few more steps than traditional design thinking clustering, but it's worth the effort.
Key Takeaways
- Use a consistent convention for clustering.
- Ensure clusters are mutually exclusive and collectively exhaustive.
- Write cluster headlines as sentences that convey a deep and profound meaning.
- Identify the organizational and user objectives using the "from-to" statement.
- A disciplined approach to clustering and authoring objectives yields more profound and important insights.
This module covers analysis of research data, transforming it into something useful for design planning.
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