AC4D design library skills and theory of design research
29
Skills and Theory of Generative Design Research Lauren Serota Professor, Austin Center for Design
-
Upload
fred-zimnys-serve4impact -
Category
Design
-
view
362 -
download
1
description
Austin Center for Design is an educational institution in Austin, Texas, teaching Interaction Design and Social Entrepreneurship - See more at: http://www.ac4d.com/home/news/#sthash.SYjQ5U6H.dpuf All content is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. This license means that, while the author retains the copyright to the work, you are permitted to a) share this work with anyone you like, as long as you don't charge money for it; b) change this work and re-release it under your own name, with attribution to the original source; and c) integrate this work into your own work in small or large portions.
Transcript of AC4D design library skills and theory of design research
Skills and Theory of Generative Design Research Lauren Serota Professor, Austin Center for Design
2
Ethnography Synthesis Prototyping
We use it to Gain an understanding of a unique situation and empathy with other people.
Defined as: The study and systematic recording of human cultures.
-Merriam-Webster Online Dictionary. 2010.
Design Research An approach and collection of tools that provide a way of seeing the world around us in order to design responsibly.
3
Design Research An approach and collection of tools that provide a way of seeing the world around us in order to design responsibly.
4
Design Research An approach and collection of tools that provide a way of seeing the world around us in order to design responsibly.
5
Design Research An approach and collection of tools that provide a way of seeing the world around us in order to design responsibly.
6
7
Design is problem solving. Design research is problem seeking.
8
We have the liberty to ask “why,” to be curious and to be wrong.
9
As Designers, Design Research allows us to: • Define and describe a problem/opportunity • Be inspired to create appropriate solutions • Become informed enough to speak intelligently about the
space
10
As a business tool, Design Research: • Creates alignment across teams, cultures, corporate
structures, partners, etc. • Provokes an organization – sometimes to think differently • Leverages the universal language of stories • Ties concepts back to an observed and defined need state
11
*Important Disclaimers: Design Research is not science. Design Research is not about right and wrong. Design Research is qualitative, not quantitative.
In quantitative research findings, we can see patterns based on prompts. These are rational findings, which are fantastic for evaluating ideas or down-selecting. What we cannot get is why these patterns are happening – what makes each individual’s experience important and unique. With qualitative contextual research, we can obtain the context and stories that are critical to design. Qualitative research allows us to explore why.
12
Design Research ≠ Market Research Market Research is thing-centric, using qualitative approaches to have conversations with customers in order to make a decision, refine a product or determine a winning concept. Design Research uses qualitative research –in context - to see and hear everything about a topic.
13
Why Design Research? Why now?
The user is not like me.
16
Defining DR
Though we have plenty to talk about, I do not know what it is like to be a Community Health Worker / Teacher / Mother to 5 in rural Zambia.
17
Defining DR
I know people who are pilots. Do I know, in detail what their training was like? Who made them want to be a pilot? What company makes their favorite headset? Nope.
18
Defining DR
Many of us can empathize with this scene. However, no matter how familiar it is, this woman’s experience is unique. As is her husband’s, the man in the back’s, and so on.
19
user-centered design stakeholder-centered design
20
Customer Needs
Business & Technology Goals
21
Creative Intuition
Customer Needs
Business & Technology Goals
DESIGN
22
“If I asked people what they wanted, they would have said faster horses.”
-Henry Ford.
23
Design Research has its roots in modern social sciences.
Bronislaw Malinowski (1884-1942) Brought anthropology “off the verandah” Attempted to analyze behavior and social systems using constructs familiar to him (motives, social structure, etc.).
Clifford Geertz (1926-2006) Made popular “thick description” Culture = not just behavior, but behavior in context Prominent in immersive ethnography
24
It also has roots in Industrial Design.
John Christopher Jones (1927-present) “Design as the process of devising not individual products but whole systems or environments.”
Henry Dreyfuss (1904-1972) ”[the designer] accepts the responsibility of his position as liaison linking management, engineering, and the consumer and co-operates with all three.”
25
Through Design Research, you will learn how to: -Inspire appropriate and holistic design solutions -Build a compelling foundation for design decisions -Include practical empathy as part of your design process
26
Through Design Research, you will learn how to: -Inspire appropriate and holistic design solutions -Build a compelling foundation for design decisions -Include practical empathy as part of your design process What is the difference between practical empathy and emotional empathy?
27
“After all the tests didn’t really show anything, I continued fatigued for the next 6 months unable to work. Part of me deep down knew I was going to have cancer.”
- Wendy, on the 8 months of illness and negative lab results leading to her cancer diagnosis.
28
Lauren Serota Professor, Austin Center for Design [email protected]
Download our free book, Wicked Problems: Problems Worth Solving, at http://www.wickedproblems.com
