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Design with Intent

Carolyn ParkinsonTechnology Transfer Specialist

Experience Led Innovation

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Design with Intent

• This tool pulls together extensive research into howdesign influences real user behaviour

• Intended for situations where you want to create (orprevent) a specific behaviour

• Uses eight ‘lenses’ to ask you to look at your products /services in light of the behaviour which would result fromparticular design factors

• 101 cards provoke design ideas by asking questions andgiving examples of particular principles (or designgambits) in action

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Design with Intent

“I use the term Design with Intent to mean design that's intendedto influence or result in certain user behaviour — it's an attemptto describe lots of types of systems (products, services,interfaces, environments) that have been strategically designedwith the intent to influence how people use them.”

“This reflective approach can be valuable for designers: beingaware that we're designing not just products, not justexperiences, but actually designing behaviour at one level oranother. Whether we mean to do it or not, it's going to happen,so we might as well get good at it.”

Dan Lockton, creator of Design with Intent

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Scenario: the challenge

We are launching a Gourmet Burger van

Our objectives:• Attract customers• Have successful products• Achieve sales• Profitable operation• Create a buzz• Beat the competition

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Scenario: the challenge

The competition….

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8 lenses, 101 gambits

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Some useful terminology

Affordance: quality which allowsan action to be performed

Meme: a behaviour whichspreads from person to person

Ludic: game-like

Kairos: the concept of apropitious time for action; theright time for the right action

Affordances can be correct,false, or hidden

© 2012

Scenario: the challenge

We are launching a Gourmet Burger van

Our objectives:• Attract customers• Have successful products• Achieve sales• Profitable operation• Create a buzz• Beat the competition