analysis & synthesis for design | an elephant surrounded by blind men
DESCRIPTION
The presentation for a 2009 Workshop run at EPIC 2009 Description: Analysis and synthesis are critical to the application of observational research techniques in a design context, yet are often underrepresented in literature and discussion. What discussion there is often centers on execution of individual methods and practices and the benefits they provide. These in-depth explorations of individual methods are invaluable to us as practitioners, but mastery of any individual method does not lead to mastery of the analytical / synthetic process. In this workshop, we will investigate the core purpose(s) individual methods serve, how they relate to each other and to the process as a whole. We will seek to establish and evaluate a strawman organizational model describing the analysis / synthesis lifecycle and the value of those activities through discussion of individual methods employed by our cross-disciplinary participants. Goals and Benefits: The use of such a organizational model of analysis and synthesis would be: * -to introduce practitioners to new methods from a variety of academic backgrounds, * -to illustrate the analytical value that these methods may provide, * -to enable thoughtful selection of methods appropriate for the problem at hand (based on project goal, time available, data gathered, and other real world constraints), * -to provide perspective on how individual methods relate to each other, and * -to better articulate expected outcomes and defend time devoted to analysis and synthesis activitiesTRANSCRIPT
Analysis & Synthesis for Design
An Elephant Surrounded By Blind Men
John Payne"September 1, 2009
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The Six Blind Men of Indostan - John Godfrey Saxe
It was six men of Indostan to learning much inclined,
Who went to see the Elephant (though all of them were blind),
That each by observation might satisfy his mind
The First approached the Elephant, and happening to fall
Against his broad and sturdy side, at once began to bawl:
“God bless me! but the Elephant Is very like a wall!”
The Second, feeling of the tusk, Cried, “Ho! what have we here
So very round and smooth and sharp? Ho me ’tis mighty clear
This wonder of an Elephant Is very like a spear!”
The Third approached the animal, and happening to take
The squirming trunk within his hands, thus boldly up and spake:
“I see,” quoth he, “the Elephant is very like a snake!”
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The Six Blind Men of Indostan - John Godfrey Saxe
The Fourth reached out an eager hand, and felt about the knee.
“What most this wondrous beast is like is mighty plain,” quoth he;
“ ‘Tis clear enough the Elephant is very like a tree!”
The Fifth, who chanced to touch the ear, said: “E’en the blindest man
Can tell what this resembles most; deny the fact who can
This marvel of an Elephant is very like a fan!”
The Sixth no sooner had begun about the beast to grope,
Than, seizing on the swinging tail that fell within his scope,
“I see,” quoth he, “the Elephant is very like a rope!”
And so these men of Indostan disputed loud and long,
Each in his own opinion exceeding stiff and strong,
Though each was partly in the right, and all were in the wrong!
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Analysis & Synthesis for Design… Why?
Analysis and synthesis are critical to the application of observational research techniques in a design context, yet are underrepresented in literature and discussion. What discussion there is often centers on execution of individual methods and practices and the benefits they provide. These in-depth explorations of individual methods are invaluable to us as practitioners, but mastery of any individual method does not lead to mastery of the analytical / synthetic process.
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Workshop format
In this workshop, we will investigate the core purpose(s) individual methods serve, how they relate to each other and to the process as a whole. We will seek to establish and evaluate a strawman organizational model describing the analysis / synthesis lifecycle and the value of those activities through discussion of individual methods employed by our cross-disciplinary participants.
Workshop participants will - engage in discussion and critique of a strawman analysis and synthesis lifecycle, - contribute methods they have brought to bear for different analytical purposes, and - describe the value those methods have generated.
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Workshop goals
Through active discussion and critique we will - Better describe the component activities of Analysis & Synthesis, across methods
- Prepare to define the business value of Analysis & Synthesis activities to clients and stakeholders
- Lay groundwork for structure to teach researchers, designers and other stakeholders how to thoughtfully select methods and execute analysis that covers the “whole elephant.”
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About me
Bachelor’s Degree in Industrial Design from Bauhaus-style product design program with methodology focus.
Began career as Environmental Designer and Design Engineer (Facility, Retail and Exhibit)
Master’s Degree in Design from Human-Centered Design Planning program with methodology focus.
Transitioned to career in Experience Design for Internet (Web, Mobile, Emerging Platform)
Co-managed group of Researchers and Designers within Technology Consulting firm
Co-founded Interaction Design firm where I am responsible for the Experience Strategy and Design practices.
Developed and taught courses to graduate, undergraduate and corporate audiences
What I am
Student
Designer
Planner
Researcher
Strategist
Manager
Consultant
Entrepreneur
Teacher
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About you
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What we do
Moment is an interaction design firm focused exclusively on providing user experience strategy and design consulting for the Web, the mobile and emerging platform experiences.
Research & Strategy – Observational research – Participatory design – Usability testing – User requirements development
& product strategy
Design – Business analysis – Information architecture – Visual design – Presentation-layer prototyping – Design specifications
About Moment
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Research, Analysis & Synthesis at Moment
Research Methods - In-context interview & observation - Self-documentation studies (photo, video, journal, SMS, blog) - Participatory design research (paper and post-it prototyping, card sorting, etc.) - Usability testing (interactive prototype, live site, etc.)
Synthesis Methods - Sketches - Experience Models - Wireframes - Prototypes - Personas / User Models - User Scenarios - User Journeys - Service Blueprints - Storyboarding - Prototyping
Analysis Methods
- Task analysis - Heuristic analysis - Competitive analysis - Usability analysis - Customer experience analysis - Trend analysis - User needs/ motivations/ values analysis
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Research, Analysis, Synthesis (and Design)… here
What do you think?
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Precursors
Before we dive into critique, I want to share a few prior models and influential thinkers on the topic:
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Bridge Model - Hugh Dubberly, Rick Robinson, Shelley Evenson
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Robinson Model - Rick Robinson
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Kumar Model - Vijay Kumar
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Suri-IDEO Model - Jane Fulton Suri
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Deconstructing Analysis Techniques - Steve Baty
Deconstruction: breaking observations down into component pieces. This is the classical definition of analysis.
Manipulation: re-sorting, rearranging and otherwise moving your research data, without fundamentally changing it. This is used both as a preparatory technique - i.e. as a precursor to some other activity - or as a means of exploring the data as an analytic tool in its own right.
Transformation: Processing the data to arrive at some new representation of the observations. Unlike manipulation, transformation has the effect of changing the data.
Summarization: collating similar observations together and treating them collectively. This is a standard technique in many quantitative analysis methods.
Aggregation: closely related to summarization, this technique draws together data from multiple sources. Such collections typically represent a “higher-level” view made up from the underlying individual data sets. Aggregate data is used frequently in quantitative analysis.
Generalization: taking specific data from our observations and creating general statements or rules.
Abstraction: the process of stripping out the particulars - information that relates to a specific example - so that more general characteristics come to the fore.
Synthesis: The process of drawing together concepts, ideas, objects and other qualitative data in new configurations, or to create something entirely new.
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Interaction Design Synthesis - Jon Kolko
A Working Theory of Design Synthesis:
Design synthesis is an abductive sensemaking process of manipulating, organizing, pruning and filtering data in an effort to produce information and knowledge.
The Three Chasms
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Strawman
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Analytic / Synthetic Palette
Deconstruct Categorize Annotate
Combine Arrange Transform
Summarize Curate Abstract
Predict Prescribe Conceptualize
Aggregate
Immerse
Generalize
Abduct
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Analytic / Synthetic Palette
Organize Deconstruct Categorize Annotate
Combine Arrange Transform
Summarize Curate Abstract
Predict Prescribe Conceptualize
Aggregate
Immerse
Generalize
Abduct
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Aggregation
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Deconstruction
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Categorization
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Annotation
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Explore
Combine Arrange Transform Immerse
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Analytic / Synthetic Palette
Deconstruct Categorize Annotate
Explore Combine Arrange Transform
Summarize Curate Abstract
Predict Prescribe Conceptualize
Aggregate
Immerse
Generalize
Abduct
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Immersion
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Arrange/Rearrange
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Comparison
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Combination
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Transformation
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Analytic / Synthetic Palette
Deconstruct Categorize Annotate
Combine Arrange Transform
Describe Summarize Curate Abstract
Predict Prescribe Conceptualize
Aggregate
Immerse
Generalize
Abduct
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Generalization
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Summarization
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“In some cases we’ll use a part of a questionnaire or a tool to help us get what we want, because using the entire thing is too time consuming.”
“I repurposed the prospect letter for my non-HNW clients to introduce them to the program and transition them to a Junior team member.”
“My CSA does all the ‘understanding’ phase with prospects, I just come in for the close.”
FAs are wary of showing a “standardized process” or a “branded initiative” to their clients because it may negatively impact their perceived expertise.
“There are data integration issues between the tools causing the need for double entry of some data”
Curation
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Building Knowledge
Configuring Product
Designing Network
Inquiring Modeling Detailing
Abstraction
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Analytic / Synthetic Palette
Deconstruct Categorize Annotate
Combine Arrange Transform
Summarize Curate Abstract
Project Predict Prescribe Conceptualize
Aggregate
Immerse
Generalize
Abduct
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Abduct(ive reasoning)
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Prediction
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Prescription
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Conceptualization"
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Analytic / Synthetic Palette
Organize Deconstruct Categorize Annotate
Explore Combine Arrange Transform
Describe Summarize Curate Abstract
Project Predict Prescribe Conceptualize
Aggregate
Immerse
Generalize
Abduct
Analysis
Synthesis
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Analysis & Synthesis for Design
An Elephant Surrounded By Blind Men
John Payne"[email protected]
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References
Kolko, Jon. 2007. Information Architecture and Design Strategy:The Importance of Synthesis during the Process of Design. IDSA 2007 Educational Conference Proceedings. http://www.jonkolko.com/writingInfoArchDesignStrategy.php (accessed August 1, 2009).
Dubberly, Hugh et al. 2008. The Analysis-Synthesis Bridge Model. Interactions XV.2 - March / April, 2008 http://www.dubberly.com/articles/interactions-the-analysis-synthesis-bridge-model.html (accessed August 1, 2009).
Kolko, Jon. 2009. Design Synthesis. http://designmind.frogdesign.com/videos/misc/design-synthesis.html (accessed August 1, 2009).
Baty, Steve. 2009. Deconstructing Analysis Techniques, parts 1 – 3. Johnny Holland. http://johnnyholland.org/magazine/2009/02/deconstructing-analysis-techniques (accessed August 1, 2009).
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Images
Pages:
21: flickr.com/charlietakesphotos
22: ../tupwanders
23: ../jurvetson
24: ../cambodia4kidsorg
26: ../msittig
27: ../candiedwomanire
28: ../thebusybrain
29: ../timwilson
30: ../barry1
37: http://en.wikipedia.org/wiki/Diagnosis_(artificial_intelligence)
38: ../bb_matt
39: ../lxn271
40: .. /carbonnyc