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Summary Design research: introduction + chapter 1: design thinking
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Design researcha) Definition
A designer: A person who plans the looks or workings of something before it is made.
- Thinks & works visually - Starts with the customer
- Doesn’t fly solo - Keeps it simple
- Tells a story - Sets up small experiments and learns shit
- Embraces uncertainty
b) Research methods
* Explorative research
- Open discussion, not tightly defined
- Design inspiration purpose/ generate directions
- No assumptions defined upfront
* Generative research
- Measures needs, also unconscious/ intangible latent needs
- Using co-creation techniques
* Evaluative research
- Identifying the pain points in existing services
- Combining qualitative and quantitative techniques is of crucial importance
* Confirmatory research
- Validate assumptions is the main purpose
- Good for testing ideas
c) Research rapportage/techniques
* Explorative research
- Observations
o Process of closely monitoring - Contextual interviews
something or someone o People are interviewed while they
are in their environment
- Depth-interviews
o Intensive individual interviews with - Focus group
a small number of people
- Street interviews - Expert interview
o Real-time data collecting by
approaching people on the street
- Co-creation workshop
, * Generative research
- Context mapping - Cultural probe
- Client safari - Diary study
- Co-creation workshop
* Evaluative research
- User test - Net promoter score
- Enquête - Pop-up survey
- Analytics analysis - Customer support data
- Journey workshop
* Confirmatory research
- User test live - A/B testing
- User test lab - Eye-tracking
1. Design thinking
a) Definition
= a methodology designers use to solve complex problems and find desirable client solutions.
It’s a non-linear, iterative process that seeks to understand users, challenge assumptions, redefine
problems, and create innovative solutions to prototype and test.
It’s a discipline that uses the designer’s sensibility and methods to match people’s needs with what is
technologically feasible and what a viable business strategy can convert into customer value and market
opportunity.
It is a mixture of
- Desirability: it being wished for
- Viability: capable of working successfully
- Feasibility: possible to do it easily
b) For what is design thinking usable
- New product and service development/improvement
- Customer engagement and co-creation
- Service and experience design improvement
- Improving the innovation process
- Internal staff training for a customer-centric mindset
c) Evolution
* 1960s
- Attempts were made to make design * 1980s
scientific - Solutions-focused problem solving was
- The term ‘wicked problems’ is invented observed
* 1970s * 1987
- The principles of design thinking started to - Design thinking was compared to
emerge architecture
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