Connecting Research and Design

ICSID 2007 CONNECTING

>Marty Gage >Spencer Murrell

Lextant

Fitch

Sonic Rim

tattletale

Rocket Surgery

Lextant

Index

Richardson/Smith

Fitch

tattletale

Rocket Surgery

Lextant

Marty

Spencer

c1989

Everyone knows it’s good for you,

“Research is like jogging.

But no one wants to do it.”

“it”“it”

“It looks like something that you would see in a prison.”

Design is problem solving.

Research is problem seeking.

Design a stove for “people that like to cook.”

Design is problem solving.

Research is problem seeking.

QuickTime™ and a decompressor

are needed to see this picture.

Design is problem solving.

Research is problem seeking;

Tailfins!

R D E

R D E

R EPD

R D EPDPD

PD

PD

PD

EDR

EDRInnovation

Plan it Do it Understand it

Determine questions Select methods Recruit people Collect data Analyze data Synthesize data

R

What are the

Plan it:

important questions?

Context gives you deeper insight.

PRO

ROOKIE

Groups are OK. It depends what you do there.

Ethnography is a tool like CAD.

What’s the best way to

Plan it:

collect the data?

What you do

Where you do it.

Who should we talk to?

Plan it:

Use existing

segmentation.

How do we find them?

Do it:

Talk to strangersPay them well.Budget for this.

How do we find them?

Do it:

Hire a professional

Budget for thistoo.

How do we find them?

Do it:

The audition.We are constantly improving this.

Collect the data

Do it:

Warm them up.

Collect the data

Do it:

Be consistent

Understand it:

Identify patterns.

Combine patterns

to answer key questions

Plan it Do it Understand it

Determine questions Select methods Recruit people Collect data Analyze data Synthesize data

Agree on the questions

Make a plan

Identify the people

Find the right people,

Collect the data

Identify patterns

Create insights

Answer the question(s)

R

10Research principles

Agree on the questions.

#1.

Consensusstarts here

4 group interviews / 150 minutes each

Part 3 (65 min)Attributes collage

To

ols

Act

ivit

ies

Fin

din

gs/

go

als

Part 1 (9 min)Introduction

Part 2 (76 min)Personality collage

Ensure participant is comfortable with interview structure and ground rulesEstablish rapport with participant

Identify what each company stands for and doesn’t stand for.

Identify group similarities or divergences

Understand how each personality of the company looks and feels like as a phone.Identify style, materials, color and form characteristics

Have a plan.

#2.

Repeat it. Individual collage of each carrierPresent and summarize collageGroup summary of each carrier

Based on summary or each company’s personality, create an attribute collage of each company’s phone using words, images and objects.Present and summarize collageGroup summary of each carrier

Moderator introductionFamiliarize participants with goals, agenda, and rulesParticipant introductionIdentify current carrier

It’s always about#3.

the experience

It’s not just

about the thing.

Aspirations reveal

opportunities.

#4.

Current and ideal

experiences.

Who is providing your inspiration?

Find the right people.

#5.

Enthusiasts

have more opinions.

Be stupid.

#6.

Why did you pick this

to represent waterproof?

Why did you pick this

to represent waterproof?

I don’t know. It just looks

waterproof to me.

I don’t know. It just looks

waterproof to me.

It’s the way the black part wraps over the red part.

It’s the way the black part wraps over the red part.

It makes it look sealed up.

It makes it look sealed up.

Yes.Yes.

Ask questions like afive year old.

What about itlooks

waterproof?

What about itlooks

waterproof?

What about that?

What about that?

Waterproof things

look sealed up?

Waterproof things

look sealed up?Remember you’re looking for the problem - not the solution

Build consensus.

Prove it. #7.

DROP PROOF

47%

MODERN

PROTECTED

PORTABLE

WATERPROOF

STYLISH

12%

22%

17%

15%

63%

48%

Plan on counting it.

athletic

colorful

Make it visual.

#8.

“I felt way in over my head, they were saying RAM, and I thought shit! I am out of my league.”

Susan Geraghty, San Francisco

Bring the consumers

to life.

#9.

Build credibility

QuickTime™ and a decompressor

are needed to see this picture.

Bring the consumers

to life.

#9.

Build credibility

#10. Translate it:

Own and understand

the problem

Innovation is about solving the right

problem.

Innovation requires the understanding that problem seeking & problem solving are different activities

with discrete steps.

Innovation results when all functions in the organization own the problem.

Thank you.