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)
