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Summary Research & Design Year 2 International Hotelmanagement BUAS

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RESEARCH & DESIGN
CAMARGO BORGES ARTICLE 90-92

Imagineering design core concepts:

- Appreciative
- Generative


APPRECIATIVE

Also A-phase, and stands for analysis or appreciating

Language does not represent the world but creates it


GENERATIVITY

Also A-phase

The ability to see things with new eyes, to co-create new understanding and to make innovative constructs

Appreciative can lead to positive and potential outcome for the generativity part

DESIGN RESEARCH VLOGS


USER ANALYSIS

Why should you analyze users?

Before designing a concept or idea you need to understand how the users experience the problem

User analysis happens in the empathize phase

How do you analyze users?

-Appreciative inquiry  Ask people what they love about a certain product, service

(It’s more about what they appreciate about a certain product/service instead of what they are missing,
focusses on the positive parts  meets design thinking)

,Figure 1 The 4D cycle

Which methods can you use?



 Card sorting
 Think-aloud protocol
 Laddering
 Contextual oberservation (zie leerschrift voor uitleg over de methodes)


LADDERING

The laddering method is an interview technique used to discover the underlying reasons for people’s views
about a product or service

Uses 3 levels:

A  attributes

C  consequences

V  values

Asking positive questions about product/service during an interview

You can get a deeper understanding of a person’s value

So you can draw up your persona

Goal  Explain why certain attributes are more important than others

,Coding laddering data

Empathizing + defining + prototyping  applied research

Ideation phase  design thinking

Test phase  applied research + design thinking

Iteration is good since this helps improving your concept. This happens in the empathizing and prototyping
phase




WORKSHOP 1 DESIGN RESEARCH

1a.

In the first two phases (empathizing and defining, also prototype) you are going to do research and gather your
data  applied research, after this you are going to think about ideas to design your new concept in the
ideation phase  design thinking. In the test phase you use both, applied research + design thinking.

1b.

Because you work with people (service-industry), you need to interact with them. By doing a human-design
approach you are going to experience what the users are going through so it’s easier to develop a solution
since you will mainly face the same problems

1c.

Iterate means to repeat. It happens in the empathizing and prototype phase so you can understand the
problem better and adjust your prototype on it. The more you repeat, the better your design is.

2a.

The things which satisfy you

2b.

In the appreciative analysis you think about the strengths and the positive things about a certain
product/concept, while in the problem-solving method you think about the different solutions you can get for
the problems.

2c.

, When you think about positive things you can improve them and make them better. You need the empathize
phase for this. There is a lot of competition so you need to improve your services to stand out from the rest.

2d.

Focusing on your strengths brings you more innovative and creative instead of fixing your weaknesses.

2e.

Laddering, interviews

3a.

Laddering helps you to get deeper thoughts about someone’s values.

3b.

Attributes= food

Consequences= presentation

Underlying values= visual/esthetics

3c.

-Guest journey mapping

RESEARCH APPROACHES VLOGS

What is doing research?

A systematic, rigorous and organized effort to investigate a specific problem that needs a solution


THERE ARE TWO WAYS OF DOING RESEARCH

Applied research Basic research

APPLIED CONCEPTUAL

SOLUTIONS TO A PROBLEM GENERAL KNOWLEDGE

ORGANIZATIONAL VALUE SOCIETAL VALUE

1. RESEARCH STARTS WITH A RESEARCH QUESTION  STATES THE ISSUE OR PROBLEM THAT
YOU WANT TO EXPLORE, DESCRIBE, EXPLAIN OR EVALUATE
(SHOULD BE CONCISE, UNAMBIGUOUS, RESEARCHABLE, CLEAR)

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