SDL 08 Design for Empathy and Change
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Transcript of SDL 08 Design for Empathy and Change
![Page 1: SDL 08 Design for Empathy and Change](https://reader033.fdocuments.in/reader033/viewer/2022051817/54876d80b4af9f9b0d8b5465/html5/thumbnails/1.jpg)
SDL – Design for Empathy and ChangeIndustrial Design 2012, Georgia Institute of Technology
www.florianvollmer.com
@florianvollmer
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Thoughts &Emotions
Actions& Behaviors
© Florian Vollmer, 2012 – www.florianvollmer.com
User/ Customer/Consumer
Designer
who?
what?
why?
Team CompanyExternal Partners
group
organization
extended
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Thoughts &Emotions
Actions& Behaviors
© Florian Vollmer, 2012 – www.florianvollmer.com
User/ Customer/Consumer Designer
TeamCompany
External Partners
causes
values
insights
hypothesis
sustainable change
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Problem Solution
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Exploration/ formative
Validation/summative
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Integrative
Storytelling
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visual
verbal
quantitative qualitative
Adopted from: Tim Plowman, Design Research
Recording
Artifact Collection
Model Collection
Observation
Participation
Oral Histories
Group Interviews
Archiving
Diaries
Surveys
Statistical Data
Research
Methods
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formative summative
Adopted from: Tim Plowman, Design Research
Recording
Artifact Collection
Model Collection
Observation
Participation
Oral Histories
Group Interviews
Archiving
Diaries
Surveys
Statistical Data
Research
Methods
![Page 9: SDL 08 Design for Empathy and Change](https://reader033.fdocuments.in/reader033/viewer/2022051817/54876d80b4af9f9b0d8b5465/html5/thumbnails/9.jpg)
formative summative
Recording
Artifact Collection
Model Collection
Observation
Participation
Oral Histories
Group Interviews
Archiving
Diaries
Surveys
Statistical Data
Research
Methods
Literature Review Questionnaires
Analytics
Usability Testing
Heuristics
Taxonomies
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formative summative
Recording
Artifact Collection
Model Collection
Observation
Participation
Oral Histories
Group Interviews
Archiving
Diaries
Surveys
Statistical Data
Research
Methods
Literature Review Questionnaires
Analytics
Usability Testing
Heuristics
Used? Share Story:
Successes and Challenges:
Related Methods:
Purpose/ Outcome:
Research Tool
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formative summative
Research
Communication
Reports & Statistics Personas Design Brief
Needs
Constraints
Decision Matrix Post-Purchase
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formativesummative
Traditional
Product and Service Development
Development
Deployment
marketing & sales metrics
formativesummative
Development
Deployment
marketing & sales metrics
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formativesummative
New
Product and Service Development
Development
Deployment
marketing & sales metrics
formativesummative
Iteration
formative & summativeDeployment
marketing & sales metricsformative & summative
formativesummative
Iteration
Deployment
marketing & sales metricsformative & summative
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© Florian Vollmer, 2012 – www.florianvollmer.com
MultidisciplinaryStorytelling
Behavior
Systems
Intradisciplinary
User
Technology
Network
Experience Interaction
Florian Vollmer 2012
Form
SequenceSemanticsDesignscape
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Summarizing Findings:
Personas
• Enable “serial empathy”• Avoid stereotyping• Enable mnemonics• Focus on actionable traits• Root in research• Text, graphics, visuals
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© Florian Vollmer & Info Retail 2012 – www.inforetail.com
The Customer Journey Canvas
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© Florian Vollmer & Info Retail 2012 – www.inforetail.com
Brand
Way!nding
Digital Interaction
Info Graphics/ Print
Human interaction
Digital Signage
Environmental cues
Smartphone?
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© Florian Vollmer & Info Retail 2012 – www.inforetail.com
Back-Stage Actors
Front-Stage Actors
Physical and Digital Touchpoints
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© Florian Vollmer & Info Retail 2012 – www.inforetail.com
Pre-Service Service Period Post-Service
© Florian Vollmer, 2012 – www.florianvollmer.com
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© Florian Vollmer & Info Retail 2012 – www.inforetail.com
Ad
Social
WoM
Past Experiences
Service Journey
CRM
Social
WoM
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© Florian Vollmer & Info Retail 2012 – www.inforetail.com
Expectations Experiences Satisfaction/Dissatisfaction
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© Florian Vollmer & Info Retail 2012 – www.inforetail.com
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© Florian Vollmer & Info Retail 2012 – www.inforetail.com
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SDL – Design for Empathy and ChangeIndustrial Design 2012, Georgia Institute of Technology
www.florianvollmer.com
@florianvollmer