Analysis & Synthesis For Design | An Elephant Surrounded By Blind Men

1. Analysis & Synthesis for Design An Elephant Surrounded By Blind Men John Payne" September 1, 2009

2. p2 The Six Blind Men of Indostan - John Godfrey Saxe It was six men of Indostan to learning much inclined, Who went to see the Elephant (though all of them were blind), That each by observation might satisfy his mind The First approached the Elephant, and happening to fall Against his broad and sturdy side, at once began to bawl: “God bless me! but the Elephant Is very like a wall!” The Second, feeling of the tusk, Cried, “Ho! what have we here So very round and smooth and sharp? Ho me ’tis mighty clear This wonder of an Elephant Is very like a spear!” The Third approached the animal, and happening to take The squirming trunk within his hands, thus boldly up and spake: “I see,” quoth he, “the Elephant is very like a snake!”

3. p3 The Six Blind Men of Indostan - John Godfrey Saxe The Fourth reached out an eager hand, and felt about the knee. “What most this wondrous beast is like is mighty plain,” quoth he; “ ‘Tis clear enough the Elephant is very like a tree!” The Fifth, who chanced to touch the ear, said: “E’en the blindest man Can tell what this resembles most; deny the fact who can This marvel of an Elephant is very like a fan!” The Sixth no sooner had begun about the beast to grope, Than, seizing on the swinging tail that fell within his scope, “I see,” quoth he, “the Elephant is very like a rope!” And so these men of Indostan disputed loud and long, Each in his own opinion exceeding stiff and strong, Though each was partly in the right, and all were in the wrong!

4. p4 Analysis & Synthesis for Design… Why? Analysis and synthesis are critical to the application of observational research techniques in a design context, yet are underrepresented in literature and discussion. What discussion there is often centers on execution of individual methods and practices and the beneﬁts they provide. These in-depth explorations of   individual methods are invaluable to   us as practitioners, but mastery of any individual method does not lead to mastery of the analytical / synthetic process.

5. p5 Workshop format In this workshop, we will investigate the core purpose(s) individual methods serve, how they relate to each other and to the process as a whole. We will seek to establish and evaluate   a strawman organizational model describing the analysis / synthesis lifecycle and the value of those activities through discussion of individual methods employed by our cross-disciplinary participants. Workshop participants will - engage in discussion and critique of a strawman analysis and synthesis lifecycle, - contribute methods they have brought to bear for different analytical purposes, and - describe the value those methods have generated.

6. p6 Workshop goals Through active discussion and critique we will - Better describe the component activities of Analysis & Synthesis, across methods - Prepare to deﬁne the business value of Analysis & Synthesis activities to clients and stakeholders - Lay groundwork for structure to teach researchers, designers and other stakeholders how to thoughtfully select methods and execute analysis that covers the “whole elephant.”

7. p7 About me Bachelor’s Degree in Industrial Design from Bauhaus-style product design program with methodology focus. Began career as Environmental Designer and Design Engineer (Facility, Retail and Exhibit) Master’s Degree in Design from Human- Centered Design Planning program with methodology focus. Transitioned to career in Experience Design for Internet (Web, Mobile, Emerging Platform) Co-managed group of Researchers and Designers within Technology Consulting ﬁrm Co-founded Interaction Design ﬁrm where I am responsible for the Experience Strategy and Design practices. Developed and taught courses to graduate, undergraduate and corporate audiences What I am Student Designer Planner Researcher Strategist Manager Consultant Entrepreneur Teacher

8. p8 About you

9. p9 What we do Moment is an interaction design ﬁrm focused exclusively on providing user experience strategy and design consulting for the Web, the mobile and emerging platform experiences. Research & Strategy –  Observational research –  Participatory design –  Usability testing –  User requirements development   & product strategy Design –  Business analysis –  Information architecture –  Visual design –  Presentation-layer prototyping –  Design speciﬁcations About Moment

10. p10 Research, Analysis & Synthesis at Moment Research Methods - In-context interview & observation - Self-documentation studies (photo, video, journal, SMS, blog) - Participatory design research (paper and post-it prototyping, card sorting, etc.) - Usability testing (interactive prototype, live site, etc.) Synthesis Methods - Sketches - Experience Models - Wireframes - Prototypes - Personas / User Models - User Scenarios - User Journeys - Service Blueprints - Storyboarding - Prototyping Analysis Methods - Task analysis - Heuristic analysis - Competitive analysis - Usability analysis - Customer experience analysis - Trend analysis - User needs/ motivations/ values analysis

11. p11 Research, Analysis, Synthesis (and Design)… here What do you think?

12. p12 Precursors Before we dive into critique, I want to share a few prior models and inﬂuential thinkers on the topic:

13. p13 Bridge Model - Hugh Dubberly, Rick Robinson, Shelley Evenson

14. p14 Robinson Model - Rick Robinson

15. p15 Kumar Model - Vijay Kumar

16. p16 Suri-IDEO Model - Jane Fulton Suri

17. p17 Deconstructing Analysis Techniques - Steve Baty Deconstruction: breaking observations down into component pieces. This is the classical definition of analysis. Manipulation: re-sorting, rearranging and otherwise moving your research data, without fundamentally changing it. This is used both as a preparatory technique - i.e. as a precursor to some other activity - or as a means of exploring the data as an analytic tool in its own right. Transformation: Processing the data to arrive at some new representation of the observations. Unlike manipulation, transformation has the effect of changing the data. Summarization: collating similar observations together and treating them collectively. This is a standard technique in many quantitative analysis methods. Aggregation: closely related to summarization, this technique draws together data from multiple sources. Such collections typically represent a “higher-level” view made up from the underlying individual data sets. Aggregate data is used frequently in quantitative analysis. Generalization: taking specific data from our observations and creating general statements or rules. Abstraction: the process of stripping out the particulars - information that relates to a specific example - so that more general characteristics come to the fore. Synthesis: The process of drawing together concepts, ideas, objects and other qualitative data in new configurations, or to create something entirely new.

18. p18 Interaction Design Synthesis - Jon Kolko A Working Theory of Design Synthesis: Design synthesis is an abductive sensemaking process of manipulating, organizing, pruning and ﬁltering data in an effort to produce information and knowledge. The Three Chasms

19. p19 Strawman

20. p20 Analytic / Synthetic Palette Deconstruct Categorize Annotate Combine Arrange Transform Summarize Curate Abstract Predict Prescribe Conceptualize Aggregate Immerse Generalize Abduct

21. p21 Analytic / Synthetic Palette Organize Deconstruct Categorize Annotate Combine Arrange Transform Summarize Curate Abstract Predict Prescribe Conceptualize Aggregate Immerse Generalize Abduct

22. p22 Aggregation

23. p23 Deconstruction

24. p24 Categorization

25. p25 Annotation

26. p26 Explore Combine Arrange Transform Immerse

27. p27 Analytic / Synthetic Palette Deconstruct Categorize Annotate Explore Combine Arrange Transform Summarize Curate Abstract Predict Prescribe Conceptualize Aggregate Immerse Generalize Abduct

28. p28 Immersion

29. p29 Arrange/Rearrange

30. p30 Comparison

31. p31 Combination

32. p32 Transformation

33. p33 Analytic / Synthetic Palette Deconstruct Categorize Annotate Combine Arrange Transform Describe Summarize Curate Abstract Predict Prescribe Conceptualize Aggregate Immerse Generalize Abduct

34. p34 Generalization

35. p35 Summarization

36. p36 “In some cases we’ll use a part of a questionnaire or a tool to help us get what we want, because using the entire thing is too time consuming.” “I repurposed the prospect letter for my non-HNW clients to introduce them to the program and transition them to a Junior team member.” “My CSA does all the ‘understanding’ phase with prospects, I just come in for the close.” FAs are wary of showing a “standardized process” or a “branded initiative” to their clients because it may negatively impact their perceived expertise. “There are data integration issues between the tools causing the need for double entry of some data” Curation

37. p37 Building Knowledge Configuring Product Designing Network Inquiring Modeling Detailing Abstraction

38. p38 Analytic / Synthetic Palette Deconstruct Categorize Annotate Combine Arrange Transform Summarize Curate Abstract Project Predict Prescribe Conceptualize Aggregate Immerse Generalize Abduct

39. p39 Abduct(ive reasoning)

40. p40 Prediction

41. p41 Prescription

42. p42 Conceptualization"

43. p43 Analytic / Synthetic Palette Organize Deconstruct Categorize Annotate Explore Combine Arrange Transform Describe Summarize Curate Abstract Project Predict Prescribe Conceptualize Aggregate Immerse Generalize Abduct Analysis Synthesis

44. p44 Analysis & Synthesis for Design An Elephant Surrounded By Blind Men John Payne" jpayne@momentdesign.com

45. p45 References Kolko, Jon. 2007. Information Architecture and Design Strategy:The Importance of Synthesis during the Process of Design. IDSA 2007 Educational Conference Proceedings. http:// www.jonkolko.com/ writingInfoArchDesignStrategy.php (accessed August 1, 2009). Dubberly, Hugh et al. 2008. The Analysis- Synthesis Bridge Model. Interactions XV.2 - March / April, 2008 http://www.dubberly.com/ articles/interactions-the-analysis-synthesis- bridge-model.html (accessed August 1, 2009). Kolko, Jon. 2009. Design Synthesis. http:// designmind.frogdesign.com/videos/misc/ design-synthesis.html (accessed August 1, 2009). Baty, Steve. 2009. Deconstructing Analysis Techniques, parts 1 – 3. Johnny Holland. http://johnnyholland.org/magazine/2009/02/ deconstructing-analysis-techniques (accessed August 1, 2009).

46. p46 Images Pages: 21: ﬂickr.com/charlietakesphotos 22: ../tupwanders 23: ../jurvetson 24: ../cambodia4kidsorg 26: ../msittig 27: ../candiedwomanire 28: ../thebusybrain 29: ../timwilson 30: ../barry1 37: http://en.wikipedia.org/wiki/Diagnosis_(artiﬁcial_intelligence) 38: ../bb_matt 39: ../lxn271 40: .. /carbonnyc

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