Advanced Design Planning

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Questions and Answers

What is the primary focus of the current phase of the Advanced Design Planning class?

Designing products and services

Collecting research data

Transforming research data into useful information (correct)

Developing concept generation and strategy

Who is the intended user that designers should focus on?

The designer themselves

The users who lack the level of skill and understanding (correct)

The organization's stakeholders

The users who have a similar level of skill and understanding

What is the quote that the instructor emphasizes as important in the design process?

Avoid doing MI search

Design for the user who is not you (correct)

Design for the user who is like you

Do research about yourself

What is the outcome of the analysis phase in the Advanced Design Planning class?

Concept generation and strategy generation Signup and view all the answers

Why is it important to avoid doing research about oneself?

Because the way you experience the world is very different than others Signup and view all the answers

What is the goal of designing products and services?

To build products and services that are truly human-centered Signup and view all the answers

What is the primary objective of the analysis phase?

To take all the information collected and carefully analyze it Signup and view all the answers

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 Signup and view all the answers

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. Signup and view all the answers

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. Signup and view all the answers

What is the benefit of designing services around different modes?

It helps to design services that meet the needs of users. Signup and view all the answers

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. Signup and view all the answers

What do people in the 'help mode' typically need?

To get help fast. Signup and view all the answers

What is an example of being in 'entertainment mode'?

Having lots of time and getting to the airport way early. Signup and view all the answers

What do cancer patients go through in their journey?

Different modes depending on the stages in their cancer journey. Signup and view all the answers

What is the benefit of understanding the different modes that people are in?

To design services that meet the needs of users. Signup and view all the answers

When designing a service, what should be considered?

The different modes that people are in. Signup and view all the answers

What is an example of being in 'help mode'?

Having a few minutes to get to the next flight and needing help. Signup and view all the answers

What determines the mode that a person is in?

The time they have and if it's planned or unexpected. Signup and view all the answers

What is the speaker trying to do in the given conversation?

Share a story about their treatment Signup and view all the answers

What is the speaker comparing modes to?

Personas Signup and view all the answers

What does the speaker want to identify in the social science realm?

Modes of behavior Signup and view all the answers

What is the first step in identifying modes?

Use axes to think about the research Signup and view all the answers

What is the purpose of creating many options?

To create a comprehensive list of modes Signup and view all the answers

What are the three types of maps that can be created?

Polar, binary, and four square Signup and view all the answers

What is the purpose of putting continua together?

To identify four or more modes Signup and view all the answers

What is the creative brainstorming exercise about?

Putting continua together Signup and view all the answers

What do most people do despite the complexity?

Write down a list of observed modes Signup and view all the answers

What is the requirement for the list of modes?

The modes must be observed and talked about Signup and view all the answers

What is the purpose of clustering facts and intelligence?

To organize information in a helpful way Signup and view all the answers

What is the main difference between facts and interpretations?

Facts are objective, while interpretations are subjective Signup and view all the answers

What is the user objective in the context of driving?

To become a good driver based on skills and experience Signup and view all the answers

What is the role of the organization in the context of driving?

To deliver assessments that ensure people are ready to drive Signup and view all the answers

What is the core insight identified through the analysis?

Assessments are insufficient to determine if people are ready to drive Signup and view all the answers

What is the purpose of the next step in the process?

To position for the next step in the process Signup and view all the answers

What is the importance of using a consistent convention for making clusters?

To ensure that the clusters are consistent and comparable Signup and view all the answers

What is the relationship between facts and intelligence in the clustering process?

Facts and intelligence are clustered together based on similar meanings Signup and view all the answers

What is the threshold that innovators should be aware of when making inferences?

The point at which inferences become too far-fetched Signup and view all the answers

What is the purpose of making a thorough list of what people said and did during research?

To identify patterns and relationships Signup and view all the answers

What is the purpose of the 'from' statement in the design process?

To describe the current problem Signup and view all the answers

What is the primary objective of identifying the organizational and user objectives?

To understand the needs of the stakeholders Signup and view all the answers

What is the purpose of clustering similar pieces of information?

To synthesize insights from the data Signup and view all the answers

What is the benefit of using a disciplined approach to design thinking?

It leads to more profound insights Signup and view all the answers

What is the purpose of creating a step-by-step process map?

To understand the steps involved in the process Signup and view all the answers

What is the importance of using a convention when clustering information?

It ensures consistency in the insights Signup and view all the answers

What is the primary benefit of understanding the organizational and user objectives?

It ensures effective redesign of the user experience Signup and view all the answers

What is the purpose of identifying the steps involved in the process?

To understand the process map Signup and view all the answers

What is the benefit of taking a disciplined approach to design thinking?

It leads to more profound insights Signup and view all the answers

What is the importance of understanding the user's perspective?

It ensures effective redesign of the user experience Signup and view all the answers

What is the first step in the three-step process described?

Gathering facts and intelligence Signup and view all the answers

What potential issues might arise between user objectives and organizational objectives?

They might be in conflict Signup and view all the answers

Which traditional method is described for sorting and clustering ideas?

Post-it sorting Signup and view all the answers

How should categories be named during the design process?

Reflecting distinctive characteristics Signup and view all the answers

What is implied to be an advantage of the Post-it sorting method?

It is organic and casual Signup and view all the answers

What information is gathered during the first step of the three-step process?

Facts and intelligence Signup and view all the answers

What example was given of a fact found during driver's ed research?

95% pass rate Signup and view all the answers

What does the design process aim to determine when creating maps?

The type of map being drawn Signup and view all the answers

Why is it important to understand the relationship between user and organizational objectives?

They affect the overall design framework Signup and view all the answers

What is the humorous, yet true, observation made about design firms?

They feature people looking at Post-its on a glass wall Signup and view all the answers

What is the primary goal of using the most framework in design thinking?

To develop new products and services Signup and view all the answers

Which of the following is not one of the four phases of analysis mentioned?

Analyzing financial models Signup and view all the answers

What is one potential issue with using personas in design thinking, according to the content?

They feel generic or stereotypical Signup and view all the answers

What do user modes focus on in the context of design thinking?

The presenting condition of users Signup and view all the answers

What is one benefit of clustering Post-it notes during the research phase of design thinking?

It allows identifying themes quickly Signup and view all the answers

Which term describes the condition users are in when engaging with a product, service, or business?

User mode Signup and view all the answers

Why is it important to consider the four pathways in analysis according to the content?

To ensure appropriate treatment of the data Signup and view all the answers

Why does the content suggest that user personas can sometimes 'cobble together' a set of needs?

To address all service blueprint needs Signup and view all the answers

What does the term 'behavioral mode' refer to in design thinking?

The presenting condition of users Signup and view all the answers

What impact does the content suggest clustering Post-it notes can have?

It can create themes for analysis Signup and view all the answers

What does it mean for clusters to be collectively exhaustive?

Clusters cover all relevant information with minimal exceptions Signup and view all the answers

Why is it important for clusters to be mutually exclusive?

To ensure clear boundaries and avoid overlap between clusters Signup and view all the answers

What should be done if a cluster gets too big and starts overlapping?

Split it into smaller, more focused clusters Signup and view all the answers

What percentage of total issues should ideally be captured by the clusters created?

85-90% Signup and view all the answers

What kind of headline is recommended for clusters?

Descriptive sentences that convey deeper meaning Signup and view all the answers

Why should a cluster headline be designed to have a counter-argument?

To ensure it represents a clear and arguable position Signup and view all the answers

What is the main consequence of clusters being too overlapped?

Clusters become less helpful in structuring information Signup and view all the answers

What should you do if some information does not fit into any cluster?

Move it to the side if it is not relevant Signup and view all the answers

What is a benefit of having mutually exclusive and collectively exhaustive clusters?

Clusters provide a solid framework for organizing and creating ideas Signup and view all the answers

When writing a cluster headline, what should it ideally encapsulate?

A comprehensive sentence or sentences conveying the essence Signup and view all the answers

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

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.
The team clustered related facts and identified an insight: the current assessments are insufficient to determine if people are ready to drive.
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
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.
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.

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Description

This module covers analysis of research data, transforming it into something useful for design planning.

Advanced Design Planning - Module 4

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