ac4d design library reframing
DESCRIPTION
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Reframing
Jon KolkoProfessor, Austin Center for Design
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A FrameA perspective, or viewpoint“Even though frames define what count as data, they themselves actually shape the data (for example, a house fire will be perceived differently by the homeowner, the fire fighters, and the arson investigator).”
Klein, Moon & Hoffman
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ReframingForcing a shift in semantic perspective in order to see things in a new way.
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ReframingForcing a shift in semantic perspective in order to see things in a new way.
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ReframingForcing a shift in semantic perspective in order to see things in a new way.
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ReframingForcing a shift in semantic perspective in order to see things in a new way.
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ReframingForcing a shift in semantic perspective in order to see things in a new way.
REFRAMING/
1. “Re-embeds” a product, system or service in a new (and not necessarily logical) context
2. Explores associations and hidden links to and from the center of focus
3. Posits a “what if” scenario implicitly4. Is primarily semantic (a tool for cognition)5. Encourages empathy6. Forces understanding of the various touchpoints7. Identifies implications and insights
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Consider a toothbrush …
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environment perspective embodimentin the bathroom consumer object
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environment perspective embodimentin the bathroom consumer object
reframed in a new environment:
primary user goal: implications and insights:
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environment perspective embodimentin the bathroom consumer object
reframed in a new environment:
In the kitchen
In an airplane
At a conference
primary user goal: implications and insights:
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environment perspective embodimentin the bathroom consumer object
reframed in a new environment:
In the kitchen
In an airplane
At a conference
primary user goal: implications and insights:
Remove food
Remove smells
Remove lettuce before giving a talk
Teeth cleaning should allow for a way to quickly get pieces out of hard to reach places, and shouldn’t require a mirror
Provide a way to quickly and nonchalantly freshen breath in close quarters and without being offensive to other passengers
Teeth cleaning should include some form of sharp picking object, and should clearly indicate when you missed a chunk
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environment perspective embodimentin the bathroom consumer object
reframed from anew perspective:
primary user goal: implications and insights:
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environment perspective embodimentin the bathroom consumer object
reframed from anew perspective:
dentist
hotel housekeeper
Blind date
primary user goal: implications and insights:
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environment perspective embodimentin the bathroom consumer object
reframed from anew perspective:
dentist
hotel housekeeper
Blind date
primary user goal: implications and insights:
Clean teeth & prevent future problems
Clean the hotel room
Look attractive
Teeth cleaning should be as rigorous as possible, and should be “future proof” for some period of time
Teeth cleaning should have as small a disposalfootprint as possible, and shouldn’t generate any extra work, trash, or waste
There should be a way to casually alert the date that they have something nasty in their teeth.
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environment perspective embodimentin the bathroom consumer object
reframed as a newembodiment:
primary user goal: implications and insights:
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environment perspective embodimentin the bathroom consumer object
reframed as a newembodiment:
A Plant
A Spray
A Service
primary user goal: implications and insights:
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environment perspective embodimentin the bathroom consumer object
reframed as a newembodiment:
A Plant
A Spray
A Service
primary user goal: implications and insights:
Clean teeth while feeling closer to nature
Clean teeth quickly without friction
Gain “dentist visit” cleanliness in between visits
There should be a plant with teeth cleaning properties, that can live peacefully in one of the aforementioned environments
A portable spray should freshen breath but should also clean teeth; instant or quick acting timeframe, through a fine mist.
Provide a quick-stop for interim dentist appointments – at the mall. Should be trustworthyand clean; legal implications…
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Reframing
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1. Identify the product, service or system that is being reframed.
It’s not always what your client asked for. Try to articulate the entity in a succinct
statement.
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Reframing
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2. Create blank reframing charts on large paper.
Create three charts, one each for environments, users, and embodiments.
reframed as a new environment: primary user goal: implications and insights:
reframed as a new environment: primary user goal: implications and insights:
reframed as a new environment: primary user goal: implications and insights:
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Reframing
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3. Free associate new items for the left column of each chart.
Work on all three charts at once. There are no bad ideas: criticism is completely
suspended.
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Reframing
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4. Begin to fill in Primary Goal for all items in all charts.
Try to paint a picture of a credible story; judge responses and add criticism as
appropriate, but only in relationship to the primary goal column.
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Reframing
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5. Begin to fill in the Implications and Insights column in all charts.
There are no bad ideas; criticism is completely suspended. An item can generate
more than one implication or insight; if it does, create a new row to capture it.
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Reframing
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6. Extract implications and insights that are relevant.
Consider the specific constraints of your project, and list the new implications or
insights that you’ve identified: these can then be integrated with the rest of your
design criteria.
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Jon KolkoDirector, Austin Center for [email protected]
Download our free book, Wicked Problems: Problems Worth Solving, at http://www.wickedproblems.com