Responsible Creativity Workshop UTrento Part I (Understanding People)

summ n! © Summ( ) n, 2013

Responsible Creativity, (or Leonardo in Hope *) Workshop on people-centered & future-focused idea generation for the Startup Lab / University of Trento October 11-13, 2013, Trento, Italy Slava Kozlov, Summ( )n, The Netherlands

* ‘Hope’ is the name of the filter used to crate the image above; my goal is to show that one needs a bit more than a ‘creative filter’ to match the creativity of Leonardo.


The following slides had been presented during the three-day workshop in the C-Lab of the University of Trento, Trento, Italy. The general flow of the presentation and its individual components are subject of copyright by Summ( )n. The images used in this presentation are for educational purposed only, and their subsequent copyrights remain with their authors and comply with a fair use policy.


Not ‘Wild’ and ‘Artistic’ Kre@tivity …


Exploring Futures

Transforming Minds

Understanding People

The new

…but a way to create the meaningful and relevant ‘new’


Who’s me? (what I am strong in)

Why am I here? (what I want to learn)

5 min!


Exploring Futures

Transforming Minds


The new

Day 1

Day I1

Day I1I


Information: cases,

methods, tools


Learn your new role


15 min! Express your role in form of poster


Ambient Experience Hospital

Shining pictures of sophisticated��medical equipment


Real contexts are more complex, messy and tense


Putting yourself in the physical context, ��gathering multiple streams of information


Developing vivid representations of people ��


Reconstructing people’s experience flows


Developing the first scenarios of possible solutions


The solutions that enhance people’s experiences


Applying them to multiple care cycles


Translating to another contexts ��(e.g., Boarding experience at the Schiphol Airport)


Ambient Experience Hospital

What are the lessons?


Some ‘take-aways’

Placing yourself in the real context of activities Gathering ‘rich data’: stories, pictures, videos Reconstructing complex networks of activities

Read more: www8.healthcare.philips.com/ae/


LiMe (Living Memory)


A bit of background…

Imagine the year 1995…

What if IT technology

destroys our human relationships?

Joint research project:

•  Philips Design •  Queen Margaret University College

•  Domus Academy •  Imperial College of Science •  Universite Rene Descartes


Living Memory: Ethnography of neighborhood's ‘social memory’


Living Memory: Ethnography of neighborhood's ‘social memory’


‘Memory Tree’: A model of collective memory…


… but also an inspirational metaphor


Intuitive human – and humane – interface


Intuitive human – humane – interface


Intuitive human – humane – interface


Not a computer, but a familiar table in a café…


LiMe (Living Memory)




Observing activities in real-life physical and social context Proposing an inspirational metaphor Developing appropriate solutions, introducing new technology, ��but not disrupting existing social systems

Read more: http://www.idemployee.id.tue.nl/g.w.m.rauterberg/ movies/living%20memory/living%20memory%20material.htm


Consumers��(consumer research)

Customers ��

(customer studies)

Users ��(UX=User Experience)

People ��

(Understanding People)


n

What people

say

do/use

think feel value

What we do understand people:

surveys interviews

focus-groups

observations

co-research

rich data: stories, images, videos


Surveys & Questionnaires


… often fail to inspire new ideas


Focus Groups



Observations in real live contexts


Gathering rich data in dialogue with people


Helping people to express their ideas


Co-researching life of people together with them


Team 1

Team II Team III

Time to play!

Team IV

Team V Team VI


Improving wake-up experience


20 min! Plan and conduct your ‘people research’


Discuss your findings, visualize key insights, mind-map first ideas

10 min!


Create first prototype

Prototyping ��toolkit

15 min!



Philips Living Colors

This case of co-developing solutions together with people was presented ��in the the beginning of the second day


Started as the “engineers’ experiment”


Placed in homes of real people


Life of the prototype in people’s homes


Unexpected usage – both challenge and opportunity


Resulted in a new set of features and functionalities


From products to toolkits in the people’s hands


Rethinking interaction, transforming experience






Philips Living Colors




Turning technology push into people ‘pull’ Observing real-life examples of use (and abuse) Co-designing with people – and enabling co-creation

Read more: www.livingcolors.philips.com


Exploring Futures

Transforming Minds


The new

We summon the futures. For you to play with them now. www.summn.com


[email protected]

Prior to Summ( )n, Slava worked for ten years with the Strategic Future Design team of Philips Design, a design house of Philips Electronics in the Netherlands. He participated in numerous future studies to explore scenarios of the possible developments for enterprises, industries and regions, supporting strategic design and innovation of products, services, systems and brands.

Slava Kozlov is a co-founder and director of Summ( )n, the Netherlands-based collective that supports companies and organizations in their strategic innovation initiatives. Summ( )n provides in-depth understanding of people’s behavior and values today and explores the societies and cultures of tomorrow, helping to change personal and collective mindsets using ‘serious games’ and other transformative techniques.

We summon the futures. For you to play with them now. www.summn.com

Slava led/participated in a range of large-scale research projects, including design and development of ‘smart environments’and intelligent interfaces’ (such Ambient Intelligence and the Internet of Things) and numerous design explorations, supporting Experience Design, Design Probes and Co-Design/Co-Creation practices. He developed a range of novel methods and tools to conduct contextual research, future studies, cross-cultural and multi-stakeholder analysis, and to enable collaborative, participatory design (from co-research to co-creation). He was one of the pioneers of using 3D virtual worlds and MMORPGs in research, and actively employs serious games and social web for research, innovation and transformation.

Slava is one of the first members of the European Council of the IoT (Internet of Things), and currently a mentor with the star-up accelerator TechPeaks (Trento, Italy) and HighTech XL startup bootcamp in Eindhoven, the Netherlands. He is an advisor for the social innovation hub iX-Kerala (Trivandrum, Kerala, India) and together with Summ( )n a member of a global design research network Reach.

Technology

Responsible Creativity Workshop UTrento Part I (Understanding People)