SlideShare une entreprise Scribd logo
1  sur  30
Télécharger pour lire hors ligne
SDL – Design for Empathy and Change
Industrial Design 2012, Georgia Institute of Technology




                                     www.florianvollmer.com
                                    @florianvollmer
why?                                                                           extended
                 what?                                         organization
                              who?              group


Thoughts    Actions      User/
                                                                                                External
&           &            Customer/   Designer           Team       Company
                                                                                                Partners
Emotions    Behaviors    Consumer




                                                                        © Florian Vollmer, 2012 – www.florianvollmer.com
Thoughts
           Actions                                                                External
&
           &           User/                           Company                    Partners
Emotions
           Behaviors   Customer/                Team
                       Consumer      Designer




                                    causes
                                    values
                                    insights
                                   hypothesis
                           sustainable change
                                                          © Florian Vollmer, 2012 – www.florianvollmer.com
Problem   Solution
Exploration/   Validation/
 formative     summative
Integrative
Storytelling
visual
                                                        Recording
Research
                                                                             Artifact Collection
Methods                                                               Model Collection
                          Statistical Data

                                                       Observation
                                                                          Participation

           quantitative                                                          qualitative


                          Surveys                     Archiving      Oral Histories


                                                                          Group Interviews

                                                        Diaries


                                                                                          Adopted from: Tim Plowman, Design Research
                                             verbal
Recording
Research
                                                         Artifact Collection
Methods                                           Model Collection
               Statistical Data

                                   Observation
                                                      Participation

   formative                                                                          summative


               Surveys            Archiving      Oral Histories


                                                      Group Interviews

                                    Diaries


                                                                      Adopted from: Tim Plowman, Design Research
Recording
Research
                                Artifact Collection
Methods                                                                    Usability Testing
                           Model Collection
                                                           Participation                       Analytics
           Statistical Data
                                                Observation
    Literature Review                                                      Questionnaires
                               Taxonomies

   formative                                                                                         summative

               Archiving
                              Heuristics              Surveys
    Oral Histories

                 Diaries
                                                       Group Interviews
Recording
Research
                                Artifact Collection
                                     Research Tool
Methods                                                                    Usability Testing
                           Model CollectionShare Story:
                                   Used?
                                                           Participation                       Analytics
           Statistical Data
                                               Observation
    Literature Review                                                      Questionnaires
                                    Successes and Challenges:

   formative                                                                                         summative

               Archiving           Related Methods:
                              Heuristics           Surveys
    Oral Histories

                 Diaries
                                    Purpose/ Outcome:
                                                        Group Interviews
Research
Communication

   Reports & Statistics   Personas   Design Brief   Decision Matrix   Post-Purchase

   formative                                                                 summative


                                     Needs

                                     Constraints
Traditional
Product and Service Development

  Development                                     Development
                summative                                       summative
  formative                                       formative



                     Deployment                                      Deployment

                      marketing & sales metrics                       marketing & sale
New
Product and Service Development

 Development                Iteration                     Iteration
            summative                    summative                     summative
 formative                  formative                     formative



                   Deployment                    Deployment                    Deployment
                   formative & summative         formative & summative         formative & summative
                   marketing & sales metrics     marketing & sales metrics     marketing & sales metrics
Semantics                 Sequence
Designscape                            Form        Experience   Interaction

    Storytelling   Multidisciplinary




                   Intradisciplinary




                   User
      Behavior



                   Technology




                   Systems


       Network                                                    Florian Vollmer 2012

                                                                                         © Florian Vollmer, 2012 – www.florianvollmer.com
• Enable “serial empathy”
              • Avoid stereotyping
Summarizing   • Enable mnemonics
Findings:
              • Focus on actionable
Personas      traits
              • Root in research
              • Text, graphics, visuals
The Customer Journey Canvas


                      © Florian Vollmer & Info Retail 2012 – www.inforetail.com
Brand
Wayfinding
Digital Interaction
Info Graphics/ Print
Human interaction
Digital Signage
Environmental cues
Smartphone?
                       © Florian Vollmer & Info Retail 2012 – www.inforetail.com
Back-Stage Actors


      Front-Stage Actors


Physical and Digital Touchpoints



                                   © Florian Vollmer & Info Retail 2012 – www.inforetail.com
Pre-Service   Service Period    Post-Service




                               © Florian Vollmer, 2012 – www.florianvollmer.com
                                        © Florian Vollmer & Info Retail 2012 – www.inforetail.com
Ad
                                CRM
Social
              Service Journey   Social
WoM

Past                            WoM
Experiences



                                  © Florian Vollmer & Info Retail 2012 – www.inforetail.com
Satisfaction/
Expectations   Experiences
                             Dissatisfaction




                             © Florian Vollmer & Info Retail 2012 – www.inforetail.com
© Florian Vollmer & Info Retail 2012 – www.inforetail.com
© Florian Vollmer & Info Retail 2012 – www.inforetail.com
SDL – Design for Empathy and Change
Industrial Design 2012, Georgia Institute of Technology




                                     www.florianvollmer.com
                                    @florianvollmer

Contenu connexe

Similaire à SDL 08 Design for Empathy and Change

Open Access Continuum - Stellenbosch University
Open Access Continuum - Stellenbosch UniversityOpen Access Continuum - Stellenbosch University
Open Access Continuum - Stellenbosch University
Thomas King
 
Eureka Facts Capabilities USDA FNS
Eureka Facts Capabilities USDA FNSEureka Facts Capabilities USDA FNS
Eureka Facts Capabilities USDA FNS
EurekaFacts
 
Marketing research
Marketing researchMarketing research
Marketing research
gakarerakesh
 
PxS’12 - week 4 - qualitative analysis
PxS’12 - week 4 - qualitative analysisPxS’12 - week 4 - qualitative analysis
PxS’12 - week 4 - qualitative analysis
hendrikknoche
 
Innovations in Scholarly Communication and the Rise of Web 2.0 Scholarship
Innovations in Scholarly Communication and the Rise of Web 2.0 ScholarshipInnovations in Scholarly Communication and the Rise of Web 2.0 Scholarship
Innovations in Scholarly Communication and the Rise of Web 2.0 Scholarship
Thomas King
 
Open everything Exploring open in higher education
Open everything   Exploring open in higher educationOpen everything   Exploring open in higher education
Open everything Exploring open in higher education
Laura Czerniewicz
 
Exploring Open in Higher Education
Exploring Open in Higher EducationExploring Open in Higher Education
Exploring Open in Higher Education
Thomas King
 
Kuliah 5 design of quantitative reseach_2012
Kuliah 5 design of quantitative reseach_2012Kuliah 5 design of quantitative reseach_2012
Kuliah 5 design of quantitative reseach_2012
syahidov1924
 

Similaire à SDL 08 Design for Empathy and Change (20)

Overzicht onderzoeksmethode
Overzicht onderzoeksmethodeOverzicht onderzoeksmethode
Overzicht onderzoeksmethode
 
Learning Design/Instructional Design
Learning Design/Instructional DesignLearning Design/Instructional Design
Learning Design/Instructional Design
 
Open Access Continuum - Stellenbosch University
Open Access Continuum - Stellenbosch UniversityOpen Access Continuum - Stellenbosch University
Open Access Continuum - Stellenbosch University
 
Eureka Facts Capabilities USDA FNS
Eureka Facts Capabilities USDA FNSEureka Facts Capabilities USDA FNS
Eureka Facts Capabilities USDA FNS
 
Marketing research
Marketing researchMarketing research
Marketing research
 
User Research in the Financial Space
User Research in the Financial SpaceUser Research in the Financial Space
User Research in the Financial Space
 
[Imr]week6
[Imr]week6[Imr]week6
[Imr]week6
 
Marrying Web Analytics and User Experience
Marrying Web Analytics and User ExperienceMarrying Web Analytics and User Experience
Marrying Web Analytics and User Experience
 
PxS’12 - week 4 - qualitative analysis
PxS’12 - week 4 - qualitative analysisPxS’12 - week 4 - qualitative analysis
PxS’12 - week 4 - qualitative analysis
 
SociologyExchange.co.uk Shared Resource
SociologyExchange.co.uk Shared ResourceSociologyExchange.co.uk Shared Resource
SociologyExchange.co.uk Shared Resource
 
Innovations in Scholarly Communication and the Rise of Web 2.0 Scholarship
Innovations in Scholarly Communication and the Rise of Web 2.0 ScholarshipInnovations in Scholarly Communication and the Rise of Web 2.0 Scholarship
Innovations in Scholarly Communication and the Rise of Web 2.0 Scholarship
 
Open everything Exploring open in higher education
Open everything   Exploring open in higher educationOpen everything   Exploring open in higher education
Open everything Exploring open in higher education
 
Exploring Open in Higher Education
Exploring Open in Higher EducationExploring Open in Higher Education
Exploring Open in Higher Education
 
Etch Group
Etch GroupEtch Group
Etch Group
 
Design Research For Everyday Projects - UX London
Design Research For Everyday Projects  - UX LondonDesign Research For Everyday Projects  - UX London
Design Research For Everyday Projects - UX London
 
Evoke final 2013 berkeley
Evoke final 2013 berkeleyEvoke final 2013 berkeley
Evoke final 2013 berkeley
 
Business research design
Business research designBusiness research design
Business research design
 
Kuliah 5 design of quantitative reseach_2012
Kuliah 5 design of quantitative reseach_2012Kuliah 5 design of quantitative reseach_2012
Kuliah 5 design of quantitative reseach_2012
 
Osimo crossover-undp
Osimo crossover-undpOsimo crossover-undp
Osimo crossover-undp
 
Aum workshop paper_presentation
Aum workshop paper_presentationAum workshop paper_presentation
Aum workshop paper_presentation
 

Plus de Florian Vollmer

Plus de Florian Vollmer (20)

SDL 04 Corporate Identity 2015
SDL 04 Corporate Identity 2015SDL 04 Corporate Identity 2015
SDL 04 Corporate Identity 2015
 
SDL 03 Good Books 2015
SDL 03 Good Books   2015SDL 03 Good Books   2015
SDL 03 Good Books 2015
 
SDL 01 Strategic Design Language 2015
SDL 01 Strategic Design Language 2015SDL 01 Strategic Design Language 2015
SDL 01 Strategic Design Language 2015
 
SDL 02 New Marketing 2015
SDL 02 New Marketing   2015SDL 02 New Marketing   2015
SDL 02 New Marketing 2015
 
SDL 01 Strategic Design Language 2014
SDL 01 Strategic Design Language 2014SDL 01 Strategic Design Language 2014
SDL 01 Strategic Design Language 2014
 
SDL 02 Corporate Identity 2014
SDL 02 Corporate Identity 2014SDL 02 Corporate Identity 2014
SDL 02 Corporate Identity 2014
 
02 Service Design – An In-Depth Primer 2014
02 Service Design –  An In-Depth Primer 201402 Service Design –  An In-Depth Primer 2014
02 Service Design – An In-Depth Primer 2014
 
01 Service Design and Organizational Activation 2014
01 Service Design and Organizational Activation 201401 Service Design and Organizational Activation 2014
01 Service Design and Organizational Activation 2014
 
Succeeding in the Age of Co-Creation
Succeeding in the Age of Co-CreationSucceeding in the Age of Co-Creation
Succeeding in the Age of Co-Creation
 
The Age of the User
The Age of the UserThe Age of the User
The Age of the User
 
SDL 01 Strategic Design Language – Overview
SDL 01 Strategic Design Language – OverviewSDL 01 Strategic Design Language – Overview
SDL 01 Strategic Design Language – Overview
 
The Business Model around QR Codes – Perspectives
The Business Model around QR Codes – PerspectivesThe Business Model around QR Codes – Perspectives
The Business Model around QR Codes – Perspectives
 
Future Proof Design of Multi-Touchpoint Retail Environments
Future Proof Design of Multi-Touchpoint Retail EnvironmentsFuture Proof Design of Multi-Touchpoint Retail Environments
Future Proof Design of Multi-Touchpoint Retail Environments
 
Retail Design & Experiences | Summary 2011 and Forecast 2012
Retail Design & Experiences | Summary 2011 and Forecast 2012Retail Design & Experiences | Summary 2011 and Forecast 2012
Retail Design & Experiences | Summary 2011 and Forecast 2012
 
SDOA 3.3 Decision Making Tools
SDOA 3.3  Decision Making ToolsSDOA 3.3  Decision Making Tools
SDOA 3.3 Decision Making Tools
 
SDOA 3.2 The Language of Design and Corporate Stakeholders
SDOA 3.2 The Language of Design and Corporate StakeholdersSDOA 3.2 The Language of Design and Corporate Stakeholders
SDOA 3.2 The Language of Design and Corporate Stakeholders
 
SDOA 3.1 Design & Strategy
SDOA 3.1 Design & StrategySDOA 3.1 Design & Strategy
SDOA 3.1 Design & Strategy
 
SDOA 2.2 Service | Design | Management
SDOA 2.2 Service | Design | ManagementSDOA 2.2 Service | Design | Management
SDOA 2.2 Service | Design | Management
 
SDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth PrimerSDOA 2.1 Service Design – An In-Depth Primer
SDOA 2.1 Service Design – An In-Depth Primer
 
SDOA 1.1 Service Design and Organizational Activation – Introduction
SDOA 1.1 Service Design and Organizational Activation – IntroductionSDOA 1.1 Service Design and Organizational Activation – Introduction
SDOA 1.1 Service Design and Organizational Activation – Introduction
 

Dernier

Top profile Call Girls In eluru [ 7014168258 ] Call Me For Genuine Models We ...
Top profile Call Girls In eluru [ 7014168258 ] Call Me For Genuine Models We ...Top profile Call Girls In eluru [ 7014168258 ] Call Me For Genuine Models We ...
Top profile Call Girls In eluru [ 7014168258 ] Call Me For Genuine Models We ...
gajnagarg
 
怎样办理伦敦国王学院毕业证(KCL毕业证书)成绩单留信认证
怎样办理伦敦国王学院毕业证(KCL毕业证书)成绩单留信认证怎样办理伦敦国王学院毕业证(KCL毕业证书)成绩单留信认证
怎样办理伦敦国王学院毕业证(KCL毕业证书)成绩单留信认证
eeanqy
 
一比一原版(ANU毕业证书)澳大利亚国立大学毕业证原件一模一样
一比一原版(ANU毕业证书)澳大利亚国立大学毕业证原件一模一样一比一原版(ANU毕业证书)澳大利亚国立大学毕业证原件一模一样
一比一原版(ANU毕业证书)澳大利亚国立大学毕业证原件一模一样
yhavx
 
Abortion pills in Kuwait 🚚+966505195917 but home delivery available in Kuwait...
Abortion pills in Kuwait 🚚+966505195917 but home delivery available in Kuwait...Abortion pills in Kuwait 🚚+966505195917 but home delivery available in Kuwait...
Abortion pills in Kuwait 🚚+966505195917 but home delivery available in Kuwait...
drmarathore
 
Top profile Call Girls In fatehgarh [ 7014168258 ] Call Me For Genuine Models...
Top profile Call Girls In fatehgarh [ 7014168258 ] Call Me For Genuine Models...Top profile Call Girls In fatehgarh [ 7014168258 ] Call Me For Genuine Models...
Top profile Call Girls In fatehgarh [ 7014168258 ] Call Me For Genuine Models...
gajnagarg
 
Jual Obat Aborsi Bandung ( Asli No.1 ) 085657271886 Obat Penggugur Kandungan ...
Jual Obat Aborsi Bandung ( Asli No.1 ) 085657271886 Obat Penggugur Kandungan ...Jual Obat Aborsi Bandung ( Asli No.1 ) 085657271886 Obat Penggugur Kandungan ...
Jual Obat Aborsi Bandung ( Asli No.1 ) 085657271886 Obat Penggugur Kandungan ...
ZurliaSoop
 
Resume all my skills and educations and achievement
Resume all my skills and educations and  achievement Resume all my skills and educations and  achievement
Resume all my skills and educations and achievement
210303105569
 
Abortion Pills in Oman (+918133066128) Cytotec clinic buy Oman Muscat
Abortion Pills in Oman (+918133066128) Cytotec clinic buy Oman MuscatAbortion Pills in Oman (+918133066128) Cytotec clinic buy Oman Muscat
Abortion Pills in Oman (+918133066128) Cytotec clinic buy Oman Muscat
Abortion pills in Kuwait Cytotec pills in Kuwait
 
How to Build a Simple Shopify Website
How to Build a Simple Shopify WebsiteHow to Build a Simple Shopify Website
How to Build a Simple Shopify Website
mark11275
 
Design-System - FinTech - Isadora Agency
Design-System - FinTech - Isadora AgencyDesign-System - FinTech - Isadora Agency
Design-System - FinTech - Isadora Agency
Isadora Agency
 
Call Girls In Ratnagiri Escorts ☎️8617370543 🔝 💃 Enjoy 24/7 Escort Service En...
Call Girls In Ratnagiri Escorts ☎️8617370543 🔝 💃 Enjoy 24/7 Escort Service En...Call Girls In Ratnagiri Escorts ☎️8617370543 🔝 💃 Enjoy 24/7 Escort Service En...
Call Girls In Ratnagiri Escorts ☎️8617370543 🔝 💃 Enjoy 24/7 Escort Service En...
Nitya salvi
 
Top profile Call Girls In Sonipat [ 7014168258 ] Call Me For Genuine Models W...
Top profile Call Girls In Sonipat [ 7014168258 ] Call Me For Genuine Models W...Top profile Call Girls In Sonipat [ 7014168258 ] Call Me For Genuine Models W...
Top profile Call Girls In Sonipat [ 7014168258 ] Call Me For Genuine Models W...
nirzagarg
 
Abortion pill for sale in Muscat (+918761049707)) Get Cytotec Cash on deliver...
Abortion pill for sale in Muscat (+918761049707)) Get Cytotec Cash on deliver...Abortion pill for sale in Muscat (+918761049707)) Get Cytotec Cash on deliver...
Abortion pill for sale in Muscat (+918761049707)) Get Cytotec Cash on deliver...
instagramfab782445
 

Dernier (20)

Furniture & Joinery Details_Designs.pptx
Furniture & Joinery Details_Designs.pptxFurniture & Joinery Details_Designs.pptx
Furniture & Joinery Details_Designs.pptx
 
Top profile Call Girls In eluru [ 7014168258 ] Call Me For Genuine Models We ...
Top profile Call Girls In eluru [ 7014168258 ] Call Me For Genuine Models We ...Top profile Call Girls In eluru [ 7014168258 ] Call Me For Genuine Models We ...
Top profile Call Girls In eluru [ 7014168258 ] Call Me For Genuine Models We ...
 
怎样办理伦敦国王学院毕业证(KCL毕业证书)成绩单留信认证
怎样办理伦敦国王学院毕业证(KCL毕业证书)成绩单留信认证怎样办理伦敦国王学院毕业证(KCL毕业证书)成绩单留信认证
怎样办理伦敦国王学院毕业证(KCL毕业证书)成绩单留信认证
 
High Profile Escorts Nerul WhatsApp +91-9930687706, Best Service
High Profile Escorts Nerul WhatsApp +91-9930687706, Best ServiceHigh Profile Escorts Nerul WhatsApp +91-9930687706, Best Service
High Profile Escorts Nerul WhatsApp +91-9930687706, Best Service
 
一比一原版(ANU毕业证书)澳大利亚国立大学毕业证原件一模一样
一比一原版(ANU毕业证书)澳大利亚国立大学毕业证原件一模一样一比一原版(ANU毕业证书)澳大利亚国立大学毕业证原件一模一样
一比一原版(ANU毕业证书)澳大利亚国立大学毕业证原件一模一样
 
Abortion pills in Kuwait 🚚+966505195917 but home delivery available in Kuwait...
Abortion pills in Kuwait 🚚+966505195917 but home delivery available in Kuwait...Abortion pills in Kuwait 🚚+966505195917 but home delivery available in Kuwait...
Abortion pills in Kuwait 🚚+966505195917 but home delivery available in Kuwait...
 
Jordan_Amanda_DMBS202404_PB1_2024-04.pdf
Jordan_Amanda_DMBS202404_PB1_2024-04.pdfJordan_Amanda_DMBS202404_PB1_2024-04.pdf
Jordan_Amanda_DMBS202404_PB1_2024-04.pdf
 
Top profile Call Girls In fatehgarh [ 7014168258 ] Call Me For Genuine Models...
Top profile Call Girls In fatehgarh [ 7014168258 ] Call Me For Genuine Models...Top profile Call Girls In fatehgarh [ 7014168258 ] Call Me For Genuine Models...
Top profile Call Girls In fatehgarh [ 7014168258 ] Call Me For Genuine Models...
 
Jual Obat Aborsi Bandung ( Asli No.1 ) 085657271886 Obat Penggugur Kandungan ...
Jual Obat Aborsi Bandung ( Asli No.1 ) 085657271886 Obat Penggugur Kandungan ...Jual Obat Aborsi Bandung ( Asli No.1 ) 085657271886 Obat Penggugur Kandungan ...
Jual Obat Aborsi Bandung ( Asli No.1 ) 085657271886 Obat Penggugur Kandungan ...
 
Mohanlalganj ! Call Girls in Lucknow - 450+ Call Girl Cash Payment 9548273370...
Mohanlalganj ! Call Girls in Lucknow - 450+ Call Girl Cash Payment 9548273370...Mohanlalganj ! Call Girls in Lucknow - 450+ Call Girl Cash Payment 9548273370...
Mohanlalganj ! Call Girls in Lucknow - 450+ Call Girl Cash Payment 9548273370...
 
Resume all my skills and educations and achievement
Resume all my skills and educations and  achievement Resume all my skills and educations and  achievement
Resume all my skills and educations and achievement
 
Abortion Pills in Oman (+918133066128) Cytotec clinic buy Oman Muscat
Abortion Pills in Oman (+918133066128) Cytotec clinic buy Oman MuscatAbortion Pills in Oman (+918133066128) Cytotec clinic buy Oman Muscat
Abortion Pills in Oman (+918133066128) Cytotec clinic buy Oman Muscat
 
How to Build a Simple Shopify Website
How to Build a Simple Shopify WebsiteHow to Build a Simple Shopify Website
How to Build a Simple Shopify Website
 
Essential UI/UX Design Principles: A Comprehensive Guide
Essential UI/UX Design Principles: A Comprehensive GuideEssential UI/UX Design Principles: A Comprehensive Guide
Essential UI/UX Design Principles: A Comprehensive Guide
 
Design-System - FinTech - Isadora Agency
Design-System - FinTech - Isadora AgencyDesign-System - FinTech - Isadora Agency
Design-System - FinTech - Isadora Agency
 
Call Girls In Ratnagiri Escorts ☎️8617370543 🔝 💃 Enjoy 24/7 Escort Service En...
Call Girls In Ratnagiri Escorts ☎️8617370543 🔝 💃 Enjoy 24/7 Escort Service En...Call Girls In Ratnagiri Escorts ☎️8617370543 🔝 💃 Enjoy 24/7 Escort Service En...
Call Girls In Ratnagiri Escorts ☎️8617370543 🔝 💃 Enjoy 24/7 Escort Service En...
 
Raebareli Girl Whatsapp Number 📞 8617370543 | Girls Number for Friendship
Raebareli Girl Whatsapp Number 📞 8617370543 | Girls Number for FriendshipRaebareli Girl Whatsapp Number 📞 8617370543 | Girls Number for Friendship
Raebareli Girl Whatsapp Number 📞 8617370543 | Girls Number for Friendship
 
Top profile Call Girls In Sonipat [ 7014168258 ] Call Me For Genuine Models W...
Top profile Call Girls In Sonipat [ 7014168258 ] Call Me For Genuine Models W...Top profile Call Girls In Sonipat [ 7014168258 ] Call Me For Genuine Models W...
Top profile Call Girls In Sonipat [ 7014168258 ] Call Me For Genuine Models W...
 
Hackathon evaluation template_latest_uploadpdf
Hackathon evaluation template_latest_uploadpdfHackathon evaluation template_latest_uploadpdf
Hackathon evaluation template_latest_uploadpdf
 
Abortion pill for sale in Muscat (+918761049707)) Get Cytotec Cash on deliver...
Abortion pill for sale in Muscat (+918761049707)) Get Cytotec Cash on deliver...Abortion pill for sale in Muscat (+918761049707)) Get Cytotec Cash on deliver...
Abortion pill for sale in Muscat (+918761049707)) Get Cytotec Cash on deliver...
 

SDL 08 Design for Empathy and Change

  • 1. SDL – Design for Empathy and Change Industrial Design 2012, Georgia Institute of Technology www.florianvollmer.com @florianvollmer
  • 2. why? extended what? organization who? group Thoughts Actions User/ External & & Customer/ Designer Team Company Partners Emotions Behaviors Consumer © Florian Vollmer, 2012 – www.florianvollmer.com
  • 3. Thoughts Actions External & & User/ Company Partners Emotions Behaviors Customer/ Team Consumer Designer causes values insights hypothesis sustainable change © Florian Vollmer, 2012 – www.florianvollmer.com
  • 4. Problem Solution
  • 5. Exploration/ Validation/ formative summative
  • 7. visual Recording Research Artifact Collection Methods Model Collection Statistical Data Observation Participation quantitative qualitative Surveys Archiving Oral Histories Group Interviews Diaries Adopted from: Tim Plowman, Design Research verbal
  • 8. Recording Research Artifact Collection Methods Model Collection Statistical Data Observation Participation formative summative Surveys Archiving Oral Histories Group Interviews Diaries Adopted from: Tim Plowman, Design Research
  • 9. Recording Research Artifact Collection Methods Usability Testing Model Collection Participation Analytics Statistical Data Observation Literature Review Questionnaires Taxonomies formative summative Archiving Heuristics Surveys Oral Histories Diaries Group Interviews
  • 10. Recording Research Artifact Collection Research Tool Methods Usability Testing Model CollectionShare Story: Used? Participation Analytics Statistical Data Observation Literature Review Questionnaires Successes and Challenges: formative summative Archiving Related Methods: Heuristics Surveys Oral Histories Diaries Purpose/ Outcome: Group Interviews
  • 11. Research Communication Reports & Statistics Personas Design Brief Decision Matrix Post-Purchase formative summative Needs Constraints
  • 12. Traditional Product and Service Development Development Development summative summative formative formative Deployment Deployment marketing & sales metrics marketing & sale
  • 13. New Product and Service Development Development Iteration Iteration summative summative summative formative formative formative Deployment Deployment Deployment formative & summative formative & summative formative & summative marketing & sales metrics marketing & sales metrics marketing & sales metrics
  • 14. Semantics Sequence Designscape Form Experience Interaction Storytelling Multidisciplinary Intradisciplinary User Behavior Technology Systems Network Florian Vollmer 2012 © Florian Vollmer, 2012 – www.florianvollmer.com
  • 15. • Enable “serial empathy” • Avoid stereotyping Summarizing • Enable mnemonics Findings: • Focus on actionable Personas traits • Root in research • Text, graphics, visuals
  • 16. The Customer Journey Canvas © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  • 17. Brand Wayfinding Digital Interaction Info Graphics/ Print Human interaction Digital Signage Environmental cues Smartphone? © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  • 18. Back-Stage Actors Front-Stage Actors Physical and Digital Touchpoints © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  • 19. Pre-Service Service Period Post-Service © Florian Vollmer, 2012 – www.florianvollmer.com © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  • 20. Ad CRM Social Service Journey Social WoM Past WoM Experiences © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  • 21. Satisfaction/ Expectations Experiences Dissatisfaction © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  • 22. © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29. © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  • 30. SDL – Design for Empathy and Change Industrial Design 2012, Georgia Institute of Technology www.florianvollmer.com @florianvollmer