© 2012 Design with Intent Carolyn Parkinson Technology Transfer Specialist Experience Led Innovation
Jan 28, 2015
© 2012
Design with Intent
Carolyn ParkinsonTechnology Transfer Specialist
Experience Led Innovation
© 2012
Design with Intent
• This tool pulls together extensive research into howdesign influences real user behaviour
• Intended for situations where you want to create (orprevent) a specific behaviour
• Uses eight ‘lenses’ to ask you to look at your products /services in light of the behaviour which would result fromparticular design factors
• 101 cards provoke design ideas by asking questions andgiving examples of particular principles (or designgambits) in action
© 2012
Design with Intent
“I use the term Design with Intent to mean design that's intendedto influence or result in certain user behaviour — it's an attemptto describe lots of types of systems (products, services,interfaces, environments) that have been strategically designedwith the intent to influence how people use them.”
“This reflective approach can be valuable for designers: beingaware that we're designing not just products, not justexperiences, but actually designing behaviour at one level oranother. Whether we mean to do it or not, it's going to happen,so we might as well get good at it.”
Dan Lockton, creator of Design with Intent
© 2012
Scenario: the challenge
We are launching a Gourmet Burger van
Our objectives:• Attract customers• Have successful products• Achieve sales• Profitable operation• Create a buzz• Beat the competition
© 2012
Scenario: the challenge
The competition….
© 2012
8 lenses, 101 gambits
© 2012
Some useful terminology
Affordance: quality which allowsan action to be performed
Meme: a behaviour whichspreads from person to person
Ludic: game-like
Kairos: the concept of apropitious time for action; theright time for the right action
Affordances can be correct,false, or hidden
© 2012
Scenario: the challenge
We are launching a Gourmet Burger van
Our objectives:• Attract customers• Have successful products• Achieve sales• Profitable operation• Create a buzz• Beat the competition