Strategisk Design v. Nordsøen - InDiMedia Day 2013

7/28/2019 Strategisk Design v. Nordsen - InDiMedia Day 2013

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v. Peter Vistisen

(Teoretisk problem)

(Design problem)

(Metodisk problem)

fredag den 19. april 13


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3-rig samfinanseret Ph.D projekt

Ca. 1-2 dage i Hirtshals pr. uge m. arbejdspladser

Indvolvering i U-CrAc og andre forlb



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DigitalstrategiProjektemnetildenstrategiskedesigner

Hvordan udvikler man synergi mellemdigital strategi og digital design i praksis?



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15%35%

13%

36%

KILDE: Erhvervs- & Byggestyrelsen: Design & Vrdi

?

FRAMING

ESIGN AS

PROBLEM

SOLVING

UNCTIONND FORM

STYLE

O CONSCIOUS

DESIGN

+

Design redefines the challenges facing theorganization.

Framing sets the agenda, outlines the

boundaries and axes of interest, and movesdesign from executing strategy to shapingstrategy. Disruptive innovation lives here.

Design finds new opportunities by solvingexisting problems.

Design process generates alternatives withina problem space. Design also narrows downthose options to a specific solution.

Design makes things work better.

This is the classic practice of design - but it'sstill commonly limited to incrementalimprovements through iteration over existingsolutions.

Design is the gateway to be hip and cool.

Design is stylish, but too often is percievedand practiced as a cosmetic afterthought.

Design value isn't recognized.

This attitude fosters design by default -however things come out is fine, because

there are more important issues to deal with.

?

INGEN BEVIDSTHED

OM DESIGN

STIL &POLERING

FORM &FUNKTION

FRAMING(STRATEGI)

PROBLEMLSNING

DESIGN SOM...Design redenerer problemfelt og virkefelt fororganisationen

Framing stter agendaen, opstiller contraints og

fokusomrder, hvorved design

yttes fra at udfrestrategi til at udforme strategien.

Design kan nde nye muligheder ved at

lse eksisterende problemer

Designprocesser skaber alternativer indenfor etdeneret problemfelt og indsnvrer lbende

mulighederne til n specik lsning

Design fr ting til at fungere bedre og

skaber brugeroplevelsen.

Her er design klassisk formgivning - at give form ogudtnke funktionalitet til en given lsning. Er dog oftebegrnset til nye iterationer over eksisterendelsninger

Design gr ting pne, stetiske ogskaber brandidentikation.

Design handler om ren kosmetik, pixelpusseri og er

som funktion ansvarlig for at polere produktet til slut iudviklingsprocessen.

Vrdien i design ses/erkendes ikke

Ingen bevidsthed om hverken nuvrende eller mulig

betydning af design i organisationen. Vi gr som vi

plejer og det gr for det meste ok er ofte herskendementalitet.



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NORDSENS

DIGITALE LAG

FORSKNINGSSAMARBEJDET



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Digital strategi

Oplevelserne p Nordsenfredag den 19. april 13


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Digital strategi

Oplevelserne p Nordsenfredag den 19. april 13


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Digital strategi

Oplevelserne p Nordsen

Mobil app



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MENU FILMARKIVVLGPOST

VLGENEKSPEDITIONSPOST

VRAGET



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MENU FILMARKIVOPTAG VLG

POST REDIGERFILM



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MENU FILMARKIVOPTAG VLG

POST REDIGERFILM

MENU FILMARKIVPOSTERSTART KAMERASTOPOPTAGELSE



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MENU FILMARKIVPOSTER

FRDIGGRFILM

REDIGER VLGVLG VLG

VLG VLG VLG2 3 4 5 6 7

INSTRUKTRMEDVIRKENDE



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Digital strategi




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Digital strategi




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Digital strategi




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Digital strategi


Synergi mellem praksis og strategi



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DigitalformidlingProjektemnetilkonceptudvikleren

Hvordan integrerer man digital formidling i

attraktioner uden at g p kompromis medden fysiske og levende formidling?



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...ikke fokus p teknologi...fokus p oplevelsen

teknologierderudvideroplevelsen



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HvilketkompromisDesign is compromise.

Fra Sketching User Experiences

formerfunktionerstilarterproblemerlsningerforretningsmodellerfaglige rationaler

mellem



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21/54fredag den 19. april 13


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Lser vi det rigtige problem for gsten?

...og hvordan lser vi det s bedst muligt?



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Digital strategi




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Digital strategi


Det integrerede digitale lag



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SketchingProjektemne

nr.

2til

den

strategiske

designer

Hvilke muligheder har animationsbaseret

sketching for at udforske ikke-idiomatiskemediepotentialer?

Facilitering og understttelse af innovationsprocesser via



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TheFuzzyFrontend

design a design to produce a design

Damien Newman 2009



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...motivationfraBuxtonBilly Boy skrer behovet for udforskende design ud i pap

Withoutinformed design - technology ismore likely to do bad than good

Buxton 2007



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SketchingtilgangenSketching resulterer i sketches som resulterer i nye ideer

Sketching is the premission to experiment

Tom Kelly - fra IDEOs TEDx Talk

Vi kan hurtigere og klarere forst visueltend symbolskt og

derfor skal vi bruge skitsering til optage vores ideerlbende

for at undg at blive fanget af n id.



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Sketchingtilgangen



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Well... s er alt fryd oggammen right?



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ProblemetmedskitserGode til meget - men ikke s dynamiske

The experience is so much in the transition

Vi skal designe og vre opmrksomme p transitions fr

detaljerne for de enkelte states - med andre ord skal tiden

designes fr detaljerne.

Buxton 2006



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We sketch in patterns and conventions - and

thus we have problems withsketching conceptsofnon-idiomatic technologies

Ny emergerende teknologier, der endnu ikke har

konventioner og best practices er svre at hndtere via

nuvrende tilgange og metoder til sketching.

Jonas Lwgren 2011



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Nonidiomatic...Stop making up words!

Virtuality

AugmentedVirtuality

Warped

Reality

PhysicalVirtuality Reality

MirroredVirtuality

MirroredVirtuality

ped

e lity

AugmentedReality

ir ua ty AlternateReality

i tual tlte na

tye

Vi

ror dirtuality

A

ical

eg ea ity

ent

rtual t

Au

e

No-Time

(Autonomous)

No-Space

(Virtual)

No-Matter

(Bits)

Matter(Atoms)

Time(Actual)

Space(Real)


Et k l


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Eteksempel...Augmented Reality er en ikke-idiomatisk teknologi

No-Time

(Autonomous)

No-Space

(Virtual)

No-Matter

(Bits)

Matter(Atoms)

Space(Real)

Time(Actual)



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Wheretoact



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Unframed problem solving is aboutreframing problems andseeing them

in the right context.

Friis,S.A.K.(2006)Consciousdesignpracticeasastrategictool.PhDdissertation

Udfordringen...



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The only way to engineer the future oftomorrow is to havelived in it yesterday.Bill Buxton (2007)

...vi skal finde en ny sketching kapacitet for det der ku vrefredag den 19. april 13


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In the digital era the meaning ofvirtualhas changed. It once

mean almost or as good as reality, but has now now become

a synonym ofsimulation. In this sense, rather than meaning

an incomplete form of reality it now suggest an alternative to

the real and maybe even better than the real

(Shield 2003, 46)

Det digitale sketching potentiale

...kan vi sketche simulationer?

Digitalsimulering



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Det digitale sketching potentiale

Digitalsimulering



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kan animation bidrage med noget her?ANIMATION



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animatio - the act of bringing to life

OxfordDictionary

ANIMATION

???



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It offers an immediate connectionBretVictor,2012

ANIMATION

!!!



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Animation kan karrikere og fremhve essens

JrgenKubien2013

ANIMATION


A i ti t di


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Filmstudies

English

History

Mediastudies

Art&Design

History

AnimationstudiesOntologisk mapping via Paul Ward (2003)


A i ti t di


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AnimationstudiesFilmstudies

English

History

Mediastudies

Art&Design

History

DesignThinking

Ontologisk mapping via Paul Ward (2003)


A i ti k t hi


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Animationogsketching

Sketching + animation giver

high fidelity feedback med low-

mid fidelity redskaber...

hypotese...


H d it fit t th


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HowdoesitfittogetherEt metodisk problem mod at forst sketching kapaciteter


H d it fit t th


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HowdoesitfittogetherEt teoretisk problem mod koble teknologi og brugspotentiale

...via udvidet sketching

Technology pushUser needs /

Potential marked


H d it fit t th


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HowdoesitfittogetherEt teoretisk problem mod koble teknologi og brugspotentiale

Technology push User needs /Potential marked

sweetspot



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MappingMappingMapping Ideation Concept Testing

Sketching capacities



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PeterVistisen

PhD-fellow

[email protected]

(+45)30549096

suitedupsince1997

- Strategi

- Formidling

- Sketching
mailto:[email protected]:[email protected]

Documents

Strategisk Design v. Nordsøen - InDiMedia Day 2013