Podcast
Questions and Answers
What is the main objective of identifying modes in a design project?
What is the main objective of identifying modes in a design project?
What is the benefit of using modes in design compared to personas?
What is the benefit of using modes in design compared to personas?
How do designers typically identify modes in a design project?
How do designers typically identify modes in a design project?
What is the purpose of creating a list of polar opposites in a design project?
What is the purpose of creating a list of polar opposites in a design project?
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What are the three types of maps that can be created in a design project?
What are the three types of maps that can be created in a design project?
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What is the result of putting two continua together in a design project?
What is the result of putting two continua together in a design project?
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What is the purpose of a creative brainstorming exercise in a design project?
What is the purpose of a creative brainstorming exercise in a design project?
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What is the most common way that designers create a final map of modes in a design project?
What is the most common way that designers create a final map of modes in a design project?
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Why is it important to observe and research user behavior in a design project?
Why is it important to observe and research user behavior in a design project?
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What is the benefit of using a mode-based approach in design?
What is the benefit of using a mode-based approach in design?
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What is the purpose of ensuring that clusters are mutually exclusive and collectively exhaustive?
What is the purpose of ensuring that clusters are mutually exclusive and collectively exhaustive?
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What is the recommended approach when writing a cluster headline?
What is the recommended approach when writing a cluster headline?
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Why is it important to have a counterargument against a cluster headline?
Why is it important to have a counterargument against a cluster headline?
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What is the purpose of authoring objectives?
What is the purpose of authoring objectives?
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Why is it important to ensure that clusters are not overlapped?
Why is it important to ensure that clusters are not overlapped?
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What does it mean for clusters to be collectively exhaustive?
What does it mean for clusters to be collectively exhaustive?
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What is the benefit of having clusters that are mutually exclusive?
What is the benefit of having clusters that are mutually exclusive?
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What percentage of issues is considered acceptable coverage for the clusters?
What percentage of issues is considered acceptable coverage for the clusters?
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What is the purpose of creating clusters?
What is the purpose of creating clusters?
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What happens when clusters become too overlapped?
What happens when clusters become too overlapped?
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What is the primary goal of clustering facts and intelligence?
What is the primary goal of clustering facts and intelligence?
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What is the main difference between facts and insights?
What is the main difference between facts and insights?
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What is the user objective in the context of driving assessments?
What is the user objective in the context of driving assessments?
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What is the purpose of identifying the core insight in the research?
What is the purpose of identifying the core insight in the research?
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What is the key consideration when making clusters of facts and intelligence?
What is the key consideration when making clusters of facts and intelligence?
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What is the significance of the threshold between facts and interpretations?
What is the significance of the threshold between facts and interpretations?
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What is the relationship between the current assessments and the number of accidents?
What is the relationship between the current assessments and the number of accidents?
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What is the purpose of making a thorough list of what people said and did during research?
What is the purpose of making a thorough list of what people said and did during research?
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What is the significance of considering the difference between facts and interpretations?
What is the significance of considering the difference between facts and interpretations?
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What is the organization's objective in the context of driving assessments?
What is the organization's objective in the context of driving assessments?
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Who introduces themselves at the beginning?
Who introduces themselves at the beginning?
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What does the fourth module of the class focus on?
What does the fourth module of the class focus on?
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Which statement reflects the principle emphasized by Jeremy Alexis in this module?
Which statement reflects the principle emphasized by Jeremy Alexis in this module?
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Why should designers avoid doing 'me search'?
Why should designers avoid doing 'me search'?
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According to the content, what drives concept generation and strategy generation?
According to the content, what drives concept generation and strategy generation?
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What is an important consideration for designers within organizations with significant history?
What is an important consideration for designers within organizations with significant history?
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What is a 'real breakthrough' in building products and services?
What is a 'real breakthrough' in building products and services?
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What is emphasized about the user experience in this phase of design?
What is emphasized about the user experience in this phase of design?
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What factor was found to be more influential on individuals' needs at O'Hare Airport?
What factor was found to be more influential on individuals' needs at O'Hare Airport?
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What is one example of a mode in which the service should be built around, as mentioned in the text?
What is one example of a mode in which the service should be built around, as mentioned in the text?
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Why is it suggested to build an exhaustive list of modes that people are in when engaging with your service?
Why is it suggested to build an exhaustive list of modes that people are in when engaging with your service?
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What type of mode might someone be in if they have planned and have lots of time?
What type of mode might someone be in if they have planned and have lots of time?
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What was the primary focus when designing services at O'Hare Airport?
What was the primary focus when designing services at O'Hare Airport?
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Which aspect of an individual's airport experience does NOT heavily influence their needs, according to the text?
Which aspect of an individual's airport experience does NOT heavily influence their needs, according to the text?
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In what mode is an individual likely to seek immediate assistance?
In what mode is an individual likely to seek immediate assistance?
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What insight was discovered about cancer patients calling a call center?
What insight was discovered about cancer patients calling a call center?
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What type of mode includes being 'distracted' or 'relaxing'?
What type of mode includes being 'distracted' or 'relaxing'?
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How should services be designed according to the modes concept?
How should services be designed according to the modes concept?
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What is considered a valuable way to perform design work according to the text?
What is considered a valuable way to perform design work according to the text?
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When identifying objectives within a domain, what should be considered critically?
When identifying objectives within a domain, what should be considered critically?
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How are 'facts and intelligence' defined in the text?
How are 'facts and intelligence' defined in the text?
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What is the average duration of driver's ed tests mentioned in the text?
What is the average duration of driver's ed tests mentioned in the text?
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What is a notable fact about the passing rates of driver's ed tests?
What is a notable fact about the passing rates of driver's ed tests?
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What critical issue was noted about new drivers?
What critical issue was noted about new drivers?
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Which process is referred to as 'impossible to find a design firm without'?
Which process is referred to as 'impossible to find a design firm without'?
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What should be identified after determining your ‘modes’ in the process?
What should be identified after determining your ‘modes’ in the process?
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What are some typical examples of facts gathered in the research modules?
What are some typical examples of facts gathered in the research modules?
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Which phase in the MOST framework involves identifying the goals of both stakeholders and the organization?
Which phase in the MOST framework involves identifying the goals of both stakeholders and the organization?
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In the context described, when are personas particularly useful?
In the context described, when are personas particularly useful?
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What is a behavioral mode?
What is a behavioral mode?
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What is an issue that can arise from using personas in design thinking?
What is an issue that can arise from using personas in design thinking?
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Which of the following is NOT part of the four analysis phases mentioned?
Which of the following is NOT part of the four analysis phases mentioned?
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What is the purpose of clustering Post-it notes in design thinking exercises?
What is the purpose of clustering Post-it notes in design thinking exercises?
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In the analysis described, what follows the identification of user modes?
In the analysis described, what follows the identification of user modes?
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Why might personas in design thinking become problematic?
Why might personas in design thinking become problematic?
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Which aspect is considered vital to change over time when designing for user modes?
Which aspect is considered vital to change over time when designing for user modes?
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What do the four pathways ensure in the analysis process?
What do the four pathways ensure in the analysis process?
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What is the purpose of the 'from statement' in the method being described?
What is the purpose of the 'from statement' in the method being described?
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What should clusters be rewritten as, according to the method?
What should clusters be rewritten as, according to the method?
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What is a significant challenge in getting to insights according to the speaker?
What is a significant challenge in getting to insights according to the speaker?
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What does the method described imply is crucial for making effective insights?
What does the method described imply is crucial for making effective insights?
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Which approach is suggested to handle a large amount of data effectively?
Which approach is suggested to handle a large amount of data effectively?
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What does the speaker suggest you understand when clustering insights?
What does the speaker suggest you understand when clustering insights?
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Why is it considered almost impossible to design without understanding the user's steps?
Why is it considered almost impossible to design without understanding the user's steps?
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What makes the method provided different from traditional design thinking clustering?
What makes the method provided different from traditional design thinking clustering?
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What should be the final form of clusters in this method?
What should be the final form of clusters in this method?
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What is suggested to achieve effective and profound insights?
What is suggested to achieve effective and profound insights?
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What is the primary goal of clustering facts and intelligence?
What is the primary goal of clustering facts and intelligence?
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Why is it important to consider the difference between facts and interpretations?
Why is it important to consider the difference between facts and interpretations?
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What is the significance of the threshold between facts and interpretations?
What is the significance of the threshold between facts and interpretations?
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What is the purpose of identifying the core insight in the research?
What is the purpose of identifying the core insight in the research?
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What is the organization's objective in the context of driving assessments?
What is the organization's objective in the context of driving assessments?
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What is the user objective in the context of driving assessments?
What is the user objective in the context of driving assessments?
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What happens when you cluster facts and intelligence that are related?
What happens when you cluster facts and intelligence that are related?
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What is the outcome of clustering facts and intelligence that are related?
What is the outcome of clustering facts and intelligence that are related?
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What is the purpose of making a thorough list of what people said and did during research?
What is the purpose of making a thorough list of what people said and did during research?
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Why is it important to ensure that clusters are mutually exclusive and collectively exhaustive?
Why is it important to ensure that clusters are mutually exclusive and collectively exhaustive?
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What is the primary goal of identifying the biggest problems with the steps?
What is the primary goal of identifying the biggest problems with the steps?
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What is the purpose of considering relevance and distinctiveness in trends?
What is the purpose of considering relevance and distinctiveness in trends?
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What is the outcome of completing the exercise of identifying the steps?
What is the outcome of completing the exercise of identifying the steps?
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What is the focus of the next exercise in the research section?
What is the focus of the next exercise in the research section?
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What is the purpose of identifying bright spots in the experience?
What is the purpose of identifying bright spots in the experience?
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What is the relationship between relevance and distinctiveness?
What is the relationship between relevance and distinctiveness?
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What is the outcome of considering the relevance and distinctiveness of trends?
What is the outcome of considering the relevance and distinctiveness of trends?
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What is the purpose of identifying trends in the research?
What is the purpose of identifying trends in the research?
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What is the focus of the design strategy?
What is the focus of the design strategy?
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What is the result of completing the exercise of identifying the trends?
What is the result of completing the exercise of identifying the trends?
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What is the first step in the three-step process mentioned?
What is the first step in the three-step process mentioned?
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What task is associated with the initial collection of facts and intelligence?
What task is associated with the initial collection of facts and intelligence?
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What was a notable finding about the driver's ed tests?
What was a notable finding about the driver's ed tests?
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What percentage of people passed the driver's ed tests?
What percentage of people passed the driver's ed tests?
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What was discovered about accidents after drivers took the test?
What was discovered about accidents after drivers took the test?
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What is not part of the three-step process mentioned?
What is not part of the three-step process mentioned?
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What did the process associate with the driver's ed and driver testing work primarily focus on?
What did the process associate with the driver's ed and driver testing work primarily focus on?
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How were the facts described in the context of the research?
How were the facts described in the context of the research?
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What is a key characteristic of mutually exclusive clusters?
What is a key characteristic of mutually exclusive clusters?
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What is an acceptable coverage percentage for collectively exhaustive clusters?
What is an acceptable coverage percentage for collectively exhaustive clusters?
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Why is it important for cluster headlines to have a possible counterargument?
Why is it important for cluster headlines to have a possible counterargument?
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What should you do with information that is not relevant while clustering?
What should you do with information that is not relevant while clustering?
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What type of headlines should be avoided for cluster summaries?
What type of headlines should be avoided for cluster summaries?
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What is often more helpful than a single word for cluster headlines?
What is often more helpful than a single word for cluster headlines?
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What signifies that your clusters might be too large?
What signifies that your clusters might be too large?
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When structuring clusters, why is having clear boundaries important?
When structuring clusters, why is having clear boundaries important?
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What percentage of coverage indicates that your clusters are in good shape?
What percentage of coverage indicates that your clusters are in good shape?
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What should you aim for when determining cluster topics?
What should you aim for when determining cluster topics?
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What is the purpose of the 'from' statement in the discussed method?
What is the purpose of the 'from' statement in the discussed method?
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What does the 'to' statement represent in this method?
What does the 'to' statement represent in this method?
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Why might someone skip the step of specifying a 'from' statement, according to the text?
Why might someone skip the step of specifying a 'from' statement, according to the text?
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What is suggested as important when clustering insights?
What is suggested as important when clustering insights?
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What is one benefit of adopting a more disciplined approach mentioned in the text?
What is one benefit of adopting a more disciplined approach mentioned in the text?
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What is often the harder part of identifying objectives, according to the text?
What is often the harder part of identifying objectives, according to the text?
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Why is it necessary to draw out a step-by-step process in design?
Why is it necessary to draw out a step-by-step process in design?
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Which factor is crucial for ensuring the service or product solves the needs of users during an experience?
Which factor is crucial for ensuring the service or product solves the needs of users during an experience?
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What should be used repeatedly when clustering, according to the text?
What should be used repeatedly when clustering, according to the text?
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Why is it important to avoid having too many steps in designing a process?
Why is it important to avoid having too many steps in designing a process?
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What is the ultimate purpose of synthesizing work with these methods?
What is the ultimate purpose of synthesizing work with these methods?
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How is the process of redesigning experiences described in the text?
How is the process of redesigning experiences described in the text?
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What defines a 'moment of truth' in the context of process steps?
What defines a 'moment of truth' in the context of process steps?
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How should the overall design process be framed to ensure it's effective?
How should the overall design process be framed to ensure it's effective?
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What should be done immediately after outlining the initial steps in a process?
What should be done immediately after outlining the initial steps in a process?
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What is the risk associated with having too few steps in a process?
What is the risk associated with having too few steps in a process?
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When identifying the moment of truth, what should be considered?
When identifying the moment of truth, what should be considered?
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Why is it critical to identify pain points in a process?
Why is it critical to identify pain points in a process?
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What should be assessed once the steps are outlined and bookends are considered?
What should be assessed once the steps are outlined and bookends are considered?
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What is a potential sign that a process is too exhaustive?
What is a potential sign that a process is too exhaustive?
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What is the primary purpose of identifying the biggest problems with the steps in the customer experience?
What is the primary purpose of identifying the biggest problems with the steps in the customer experience?
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What is the significance of thinking about relevance and distinctiveness in trends?
What is the significance of thinking about relevance and distinctiveness in trends?
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What is the purpose of taking the information from the contextual research and applying the framework?
What is the purpose of taking the information from the contextual research and applying the framework?
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What is the importance of considering the relevance of trends to the product or service?
What is the importance of considering the relevance of trends to the product or service?
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What is the benefit of thinking about the biggest problems with the steps in the customer experience?
What is the benefit of thinking about the biggest problems with the steps in the customer experience?
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What is the purpose of identifying the trends and factors in the contextual research?
What is the purpose of identifying the trends and factors in the contextual research?
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What is the importance of prioritizing the trends based on relevance and distinctiveness?
What is the importance of prioritizing the trends based on relevance and distinctiveness?
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What is the primary goal of understanding the customer experience?
What is the primary goal of understanding the customer experience?
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What is the benefit of considering the relevance and distinctiveness of trends?
What is the benefit of considering the relevance and distinctiveness of trends?
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What is the purpose of applying the framework to the research?
What is the purpose of applying the framework to the research?
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What is the primary goal of clustering facts and intelligence?
What is the primary goal of clustering facts and intelligence?
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What is the main difference between facts and insights?
What is the main difference between facts and insights?
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What is the significance of the threshold between facts and interpretations?
What is the significance of the threshold between facts and interpretations?
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What is the relationship between the current assessments and the number of accidents?
What is the relationship between the current assessments and the number of accidents?
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What is the purpose of making a thorough list of what people said and did during research?
What is the purpose of making a thorough list of what people said and did during research?
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What is the significance of considering the difference between facts and interpretations?
What is the significance of considering the difference between facts and interpretations?
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What is the organization's objective in the context of driving assessments?
What is the organization's objective in the context of driving assessments?
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What is the user objective in the context of driving assessments?
What is the user objective in the context of driving assessments?
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What happens when clusters become too overlapped?
What happens when clusters become too overlapped?
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What is the primary goal of authoring objectives?
What is the primary goal of authoring objectives?
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What is the primary purpose of the initial steps in the three-step process described?
What is the primary purpose of the initial steps in the three-step process described?
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What specific fact was found regarding the duration of driver's ed tests?
What specific fact was found regarding the duration of driver's ed tests?
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What was the observed percentage of individuals passing the driver's ed test?
What was the observed percentage of individuals passing the driver's ed test?
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What is a highlighted consequence of drivers passing the test within their first year?
What is a highlighted consequence of drivers passing the test within their first year?
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What is a key characteristic of the recommended approach to clustering in the initial course described?
What is a key characteristic of the recommended approach to clustering in the initial course described?
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What type of information is primarily transferred during the initial clustering process?
What type of information is primarily transferred during the initial clustering process?
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Which type of research module findings are copied over in the initial clustering phase?
Which type of research module findings are copied over in the initial clustering phase?
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What is a potential implication of the high pass rate of driver's ed tests?
What is a potential implication of the high pass rate of driver's ed tests?
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What is the goal when ensuring that clusters are mutually exclusive?
What is the goal when ensuring that clusters are mutually exclusive?
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What is meant by clusters being 'collectively exhaustive'?
What is meant by clusters being 'collectively exhaustive'?
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Why is it important to create a counter argument against a cluster headline?
Why is it important to create a counter argument against a cluster headline?
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What should be done if clusters start to overlap too much?
What should be done if clusters start to overlap too much?
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What is a potential issue with creating cluster headlines that are merely concepts like 'innovation'?
What is a potential issue with creating cluster headlines that are merely concepts like 'innovation'?
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Why should some information be moved to the side and not included in clusters?
Why should some information be moved to the side and not included in clusters?
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What is the main purpose of authoring the objectives?
What is the main purpose of authoring the objectives?
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What would indicate that a cluster has become too large?
What would indicate that a cluster has become too large?
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What aspect is emphasized when writing a cluster headline?
What aspect is emphasized when writing a cluster headline?
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How much coverage is considered acceptable for the clusters created?
How much coverage is considered acceptable for the clusters created?
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What is indicated by the 'from statement' in the process described?
What is indicated by the 'from statement' in the process described?
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What is the primary purpose of clustering facts and intelligence?
What is the primary purpose of clustering facts and intelligence?
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Why might you opt to skip the initial step if you are 'comfortable and fluid' with the method?
Why might you opt to skip the initial step if you are 'comfortable and fluid' with the method?
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Which approach is suggested for understanding the organization's and user's objectives?
Which approach is suggested for understanding the organization's and user's objectives?
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What is emphasized about writing clusters according to the passage?
What is emphasized about writing clusters according to the passage?
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What is considered harder than deriving insights from information?
What is considered harder than deriving insights from information?
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What is the final goal of the method described in the text?
What is the final goal of the method described in the text?
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What makes the described approach harder and more complicated?
What makes the described approach harder and more complicated?
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What should you use consistently when clustering insights?
What should you use consistently when clustering insights?
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What type of step is likely shown in the process of getting a tetanus shot?
What type of step is likely shown in the process of getting a tetanus shot?
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What is the primary focus after drawing the initial steps in a process?
What is the primary focus after drawing the initial steps in a process?
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What can happen if a process has too many steps?
What can happen if a process has too many steps?
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What is the advised approach if a process becomes larger than one page?
What is the advised approach if a process becomes larger than one page?
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Why should designers identify moments of truth in their steps?
Why should designers identify moments of truth in their steps?
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What is suggested when the process steps are fewer than needed?
What is suggested when the process steps are fewer than needed?
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What crucial aspect should be identified for developing useful solutions?
What crucial aspect should be identified for developing useful solutions?
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Why must designers avoid processes that are too exhaustive?
Why must designers avoid processes that are too exhaustive?
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How can user research assist in the process design?
How can user research assist in the process design?
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What should be done after outlining moments of truth in the steps?
What should be done after outlining moments of truth in the steps?
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Why is the 'one page test' important in process design?
Why is the 'one page test' important in process design?
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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.
Clustering and Insight Generation
- A three-step process to generate insights:
- Step 1: Facts and Intelligence (what did we see and hear?)
- Step 2: Clustering (grouping similar facts with the same meaning)
- Step 3: Insight generation (what does it mean?)
- Clustering should be done using a consistent convention
- Clusters should be mutually exclusive and collectively exhaustive
- A good cluster headline should be arguable and have a clear contention
Authoring Objectives
- Objective statements should be phrased as "from...to" statements
- "From" statements describe the current condition
- "To" statements describe the desired outcome
- Objectives should be based on insights generated from clustering
- Example: "From current assessments being insufficient, to assessments that accurately determine readiness to drive."
Process Mapping
- Process mapping is a way to understand the steps involved in an experience or service
- It involves breaking down the process into individual steps
- Steps should be articulated in a way that is not too narrow or too broad
- The process map should fit on one page
- Moments of truth are the most important parts of the experience that determine customer loyalty
- Pain points are the difficulties or struggles in the process
- Bright spots are the wonderful parts of the experience that should be built upon
Trends and Relevance
- Trends include benchmarks, exemplars, analogies, demographics, social trends, and technical trends
- Relevance refers to how important a trend is to the product or service being designed
- Distinctiveness refers to how unique or different a trend is compared to others
- Trends should be prioritized based on relevance and distinctiveness### Prioritizing Trends and Design Strategy
- Trends can be distinctive, but not always relevant, so prioritization is necessary.
- This prioritization helps in determining where to apply trends for the most impact.
Understanding Design Strategy
- A design strategy is being shaped through the analysis of trends.
- This strategy is applicable to creating effective products and services.
Moving Forward
- The next exercise will focus on applying the Most framework to understand key points.
- The exercise will utilize the information gathered during the research section.
Exercise and Module 5
- Complete Exercise 4 in the materials provided.
- The next module, Module 5, will build upon the understanding gained so far.
Clustering and Insight Generation
- A three-step process to generate insights:
- Step 1: Facts and Intelligence (what did we see and hear?)
- Step 2: Clustering (grouping similar facts with the same meaning)
- Step 3: Insight generation (what does it mean?)
- Clustering should be done using a consistent convention
- Clusters should be mutually exclusive and collectively exhaustive
- A good cluster headline should be arguable and have a clear contention
Authoring Objectives
- Objective statements should be phrased as "from...to" statements
- "From" statements describe the current condition
- "To" statements describe the desired outcome
- Objectives should be based on insights generated from clustering
- Example: "From current assessments being insufficient, to assessments that accurately determine readiness to drive."
Process Mapping
- Process mapping is a way to understand the steps involved in an experience or service
- It involves breaking down the process into individual steps
- Steps should be articulated in a way that is not too narrow or too broad
- The process map should fit on one page
- Moments of truth are the most important parts of the experience that determine customer loyalty
- Pain points are the difficulties or struggles in the process
- Bright spots are the wonderful parts of the experience that should be built upon
Trends and Relevance
- Trends include benchmarks, exemplars, analogies, demographics, social trends, and technical trends
- Relevance refers to how important a trend is to the product or service being designed
- Distinctiveness refers to how unique or different a trend is compared to others
- Trends should be prioritized based on relevance and distinctiveness### Prioritizing Trends and Design Strategy
- Trends can be distinctive, but not always relevant, so prioritization is necessary.
- This prioritization helps in determining where to apply trends for the most impact.
Understanding Design Strategy
- A design strategy is being shaped through the analysis of trends.
- This strategy is applicable to creating effective products and services.
Moving Forward
- The next exercise will focus on applying the Most framework to understand key points.
- The exercise will utilize the information gathered during the research section.
Exercise and Module 5
- Complete Exercise 4 in the materials provided.
- The next module, Module 5, will build upon the understanding gained so far.
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Description
Learn about advanced design planning in this module, focusing on analysis and transforming research data into useful insights.