Understanding the role of video in the creative process Valentina Novello Marc Escobosa > Social...

Understanding the role of video in the creative process

Valentina NovelloMarc Escobosa

> Social Business Innovation Simona Maschi Interaction Design Institute Ivrea February, 6th 2003

Understanding “Privacy”Christena Nippert-Eng

> General overview on privacy> Introduction to Field Work

Quasi–Field Work

> Hospital> Castle> Train station> Movies

Mission & Context

> Generation of areas of focus> Brainstorming> Formation of Groups> Our focus: Data Security

Introduction to Video ScenariosFrançois Jégou

> Video as sketching tool> Going backwards through process> Digital Sunglasses

A New Perspective

> Abandoning sunglasses> Focus on security of Medical Data> Give patients control of their data

Exploring Scope & Contexts

> Define solution polarities> Pursue Medical Data Key idea

Video Sketch: Medical Data Key

> 30 second scenario> Iterative scene development> On-the-fly idea extension> Video as creative catalyst

Presentation of Sketch

> Getting Business Perspective> Discovering Drawbacks> A wave of new possible directions

The Age of Epiphanies

> Videotaped 1 hour brainstorm> Rapid iteration of design concept> Many major realizations> Abandonment of privacy problem

Benefits of Taping & Editing

> Condensed video from 1h to 5 min. > Extension of human memory> Document rationale: > Radical direction changes > Realizations & insights > Interference-free process> Ability to add meta level comments > Communication to team members

Learning by Video Editing

> Iterative feedback from colleagues, professors and visiting guests

Disadvantages of Edited Recap

> Time consuming> Intended and unintended bias> Over-reliance on visual aspect> Not every idea seems brilliant at the time

A New Process is Born

A Framework

> Traditional design process: > Promotes linear thinking > Oversimplifies

Concept Solution

Mission

Context

Scope

“What is the problem?”

“What can we explore?”

“How about a swoosh”

“not just a swoosh, a…”

“That could be it!”

“Ok, you’ll love this …”

Defining

Finding

Generating

Building

Selecting

Selling

Defind Builderate Sellect

Defind Builderate

Sellect

The xoo Process™

> Process as dynamo> Rapidly changing mind-sets> Advantages of video capture> Solution-space navigation

VideoRoom™

> Motion Triggered Cameras> Always recording> Sound track is keyword indexed> Web application provides access> Company can add keywords, create groups, burn discs> Learns lexicon over time

Take Aways

> Video as extension to memory> Importance of non-interference> Re-orientation of the process

> Dedicated tool for creative productivity