Contenu connexe Similaire à IDSA Midwest Conference - Mind the Gap (20) IDSA Midwest Conference - Mind the Gap2. PRIMARY GOAL OF RESEARCH.
RESEARCH
Inform and Inspire DESIGN
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3. MIND THE GAP.
THE GAP
RESEARCH DESIGN
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4. WHY IS THERE A GAP?
THE GAP
RESEARCH DESIGN
Bad data
Poor communication
What’s Important?
How do I use this?
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6. BRIDGING THE GAP.
THE GAP
INSIGHT
RESEARCH TRANSLATION
DESIGN
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8. 1) FIGURE OUT WHAT’S IMPORTANT.
Avoid the 1,000 page report! More and more companies are becoming one page cultures for a reason.
Concise research findings increases adoption and use.
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9. 1) FIGURE OUT WHAT’S IMPORTANT.
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10. 1) FIGURE OUT WHAT’S IMPORTANT.
Look for patterns via frequency or severity. The more structured your analysis & synthesis is, the easier the process.
75%
15%
Ensure you’re designing for the right problem.
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11. 1) FIGURE OUT WHAT’S IMPORTANT.
Align your team. Involve all stakeholders in the process of determining what’s important.
MGMT DESIGN
ENG
R&D
MKT
Innovation moves faster when everyone is moving in the same direction.
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13. 2) DEVELOP A FRAMEWORK.
Develop a structure that organizes the insights.
EMOTIONS 1 2 BENEFITS
How do people want to feel? What does the product
have to provide to make
EXAMPLE: people feel this way?
a) I want to feel confident that
my phone will never fail. EXAMPLES:
a) My phone will not break.
b) My phone always looks new.
3 FEATURES
How does the product
deliver the benefits?
EXAMPLES:
a) My phone is shockproof.
b) My phone is scratch proof.
4 ATTRIBUTES
What sensory cues do people
associate with these features?
EXAMPLES:
Structure brings clarity.
a) My phone has a recessed screen.
b) My phone has rubberized
contact surfaces.
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Anatomy of an
15. 3) MAKE IT “STICKY”
Know your audience. Understand how they are going to use the information internally.
Ensure a seamless transition of knowledge to the organization.
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16. 3) MAKE IT “STICKY”
Communicate the big ideas, hierarchy, and relationships.
The brain processes visual information quicker and with greater comprehension.
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17. 3) MAKE IT “STICKY”
Communicate the big ideas, hierarchy, and relationships.
Diagrams become a quick and easy way to activate and share knowledge throughout an organization.
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18. 3) MAKE IT “STICKY”
Build empathy by bringing the user to life.
Being in the mindset of the user helps guide unanticipated design decisions.
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20. 4) FOCUS CREATIVITY.
Identify, organize, and prioritize opportunities.
Provide clear direction for the organization’s short and long term future. Generate momentum.
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22. 5) ENVISION THE FUTURE.
Take the selected opportunity and embody the emotions and benefits the design needs to deliver.
Build alignment around a design concept.
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23. 5) ENVISION THE FUTURE.
Embody the features and attributes the design needs to communicate.
Inspire and inform design in an actionable way.
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24. FIVE PRINCIPLES TO BRIDGE THE GAP.
Figure out what’s important.
Develop a framework.
Make it “sticky.”
Focus creativity.
Envision the future.
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25. THANK YOU.
www.lextant.com
Erin Hamilton
Design Research, Senior Associate
m ehamilton@lextant.com
Drew Smith
Insight Translation Senior Associate
m dsmith@lextant.com