LOST AND FOUND IN TRANSLATION | MICHAEL ROLLER | UC DAAP: MASTER OF DESIGN | 2013 1 OF 57 Lost & Found in Translation Michael Roller University of Cincinnati
Lost and Found in Translation
Jan 15, 2015
Reading a fresh trend report should fill your head with new perspectives on how to transform your business. However, the value of a trend report often hinges on the ability to translate its themes correctly into good ideas. When misunderstood, trends can feel uninspiring, confusing, or just plain weird. Given that there are few standards for how trends should be communicated, the chances of misinterpreting them seems high. Two experiments using ideation sessions showed that sensory language and image-based priming can dramatically improve a person’s ability to translate trend information into relevant ideas. Learn why a “chef-inspired” trend is better than a “gourmet” one, or why “hallucinogenic” properties are better than “mood-altering” ones.
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lo st a n d f o u n d i n t r a n s l at i o n | m i c h a e l r o l l e r | u c da a P : m ast e r o f d e s i g n | 2 013
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Lost & Foundin Translation
Michael RollerUniversity of Cincinnati
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A trend document can feel:
WonderfulOriginal Exciting
InspiringEnlightening
Profound Valuable
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A trend document can feel:
WonderfulOriginal Exciting
InspiringEnlightening
Profound Valuable
WeirdBanal UnimpressiveDisappointingConfusingShallow Trivial
(Maybe we’re just moody.)
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It’s not the trends.It’s how they’re used.
100 THINGS TO WATCH IN 2012DECEMBER 2011
FJORD DIGITAL TRENDS 2012
Written by Fjord Edited by Christian Lindholm, Chief Innovation Officer
P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
Consulting
FUTURE OFHEALTH
PSFK presents
a report prepared for
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Translation:The process of changing from one form (trends) into another (designs)
P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
Trend Keywords:Infusion
Harmony
Flourishing
Design Elements:Artwork
Messaging
Positioning
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What elements of trend reports lead to good translation?
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100 THINGS TO WATCH IN 2012DECEMBER 2011
Scope
WWW.PSFK.COM 8
PSFK presents
FUTURE OF HEALTHConsulting
prepared for
EntiRE WoRlD As DisPlAy in-APP PuRChAsing FoR AugMEntED REAlity ContEnt
The widespread use of mobile phones now connects the world like never before. How can new services leverage this unprecedented access to deliver relevant information in a timely manner to those who need it?
SmS CONSULTATiON
sERViCE MonitoRs thE hEAlth stAtus oF CoMMunitiEs
instAnt tWo-WAy gRouP MEssAgingtExting tEEns gEt REliABlE hEAlth EDuCAtion
“The questions asked are really very simple, but the answers are very vital things for people to know. SMS allows of-the-moment type questions and answers.”
Katie Malbon, M.D. SMS Healthcare Expert Mount Sinai Adolescent Health Center
soCiAl nEtWoRking FRoM Any PhonEhEAlthCARE PRoFEssionAls CollABoRAtE thRough tExt
iDEntiFying FAkE MEDiCinEs ViA MoBilE PhonE
SummaRy Increased access to mobile phones with even basic capabilities has led to the development of SMS services that connect users, allowing for the exchange of vital information and expert opinions in near real-time. this simple format provides a trusted resource for asking time-sensitive questions, while providing an anonymous forum for gaining insights on potentially sensitive subjects.
ImPlICatIonS• trusted and Reliable
SMS systems can build trust and encourage repeat usage by providing timely responses to questions and submissions.
• bite-Size InfoConcise information is easy to remember and spread, while also serving as efficient use of user time and battery on mobile devices.
• low techSMS negates the need for more advanced smartphones and cellular infrastructure in developing countries.
• maintains PrivacyServices can provide users with the option to maintain anonymity and privacy when asking sensitive information.
Level of detail
WWW.PSFK.COM 5WWW.PSFK.COM 5
PSFK presents
FUTURE OF HEALTHConsulting
prepared for PSFK presents
FUTURE OF HEALTHConsulting
prepared for
Temporary Communities
DIY Check Up
Personal Tracking
Remote Diagnostics
FEEDBACK LOOPCOMMUNICATION
Picturing Our Health
Bio-Medical Printing
Gaming for Health
Energy Off the Grid
Hacking Healthcare
Offline Web
TOOLS
Distance Learning
GLOBAL NETWORKS
Tracking Matters
Mobile Distributed Wealth
SMS Consultation
Handheld Hospital
COMMUNITY “THE CLOUD” (REMOTE DIGITAL DATABASE)
SOCIALNETWORK
INFOLOOP
TOLAYMAN/PATIENTHEALTH PROFESSIONAL
AND/OR
ACTORS AGGREGATORS INTERACTIONS
each of the trends identified in this report falls within one of four core themes identified by the innovation team at UNICeF, and is defined by
relationships between actors, aggregators, and interactions. the images below visualize how each trend is characterized by these relationships:
CORE THEmES
Categorization
WWW.PSFK.COM 120
PSFK presents
FUTURE OF HEALTHConsulting
prepared for
HACKiNGHEALTHCARE
wEB COmmUNiTy PROvidES ACCESS TO CREATiNG UNmANNEd AERiAL vEHiCLESDIYDrones is a web resource that provides users with information on how to source and build sophisticated technology cheaply and easily. the site provides instructions on building autonomous aircraft, or “drones,” as well as a community to link members together to share knowledge and answer questions.
http://diydrones.com Certainty
Bluetooth Earrings. Skanz
Pearl Izumi Micro-sensor MP3 Cycling Bib Shorts.
MetaWatch’s open wrist platform outsources killer app invention.
Audio jewellery is still not close to being mainstream.
Jawbone UP has had many problems and criticisms.
ImWatch – takes Android to the wrist.
Motorola MOTOACTV takes incumbents into new space.
Holo – the next-gen wearable computer.
The Nike iPod Sport Kit is a standard feature for Apple, a clear WIN-WIN partnership.
Spiral hearing phone.
SAY HELLO TO 24/7 WEARABLES
Familiar local mythologies are combined with futuristic visions to create modern global narratives. The video work Allegoria Sacra by artists AES+F - a reimagining of Giovanni Bellini’s view of purgatory - shows idealised exotic African tribesman alongside retro-futuristic sci-fi visions of space.
Pragmatism
P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
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10 o f 5 7
100 THINGS TO WATCH IN 2012DECEMBER 2011
Scope
WWW.PSFK.COM 8
PSFK presents
FUTURE OF HEALTHConsulting
prepared for
EntiRE WoRlD As DisPlAy in-APP PuRChAsing FoR AugMEntED REAlity ContEnt
The widespread use of mobile phones now connects the world like never before. How can new services leverage this unprecedented access to deliver relevant information in a timely manner to those who need it?
SmS CONSULTATiON
sERViCE MonitoRs thE hEAlth stAtus oF CoMMunitiEs
instAnt tWo-WAy gRouP MEssAgingtExting tEEns gEt REliABlE hEAlth EDuCAtion
“The questions asked are really very simple, but the answers are very vital things for people to know. SMS allows of-the-moment type questions and answers.”
Katie Malbon, M.D. SMS Healthcare Expert Mount Sinai Adolescent Health Center
soCiAl nEtWoRking FRoM Any PhonEhEAlthCARE PRoFEssionAls CollABoRAtE thRough tExt
iDEntiFying FAkE MEDiCinEs ViA MoBilE PhonE
SummaRy Increased access to mobile phones with even basic capabilities has led to the development of SMS services that connect users, allowing for the exchange of vital information and expert opinions in near real-time. this simple format provides a trusted resource for asking time-sensitive questions, while providing an anonymous forum for gaining insights on potentially sensitive subjects.
ImPlICatIonS• trusted and Reliable
SMS systems can build trust and encourage repeat usage by providing timely responses to questions and submissions.
• bite-Size InfoConcise information is easy to remember and spread, while also serving as efficient use of user time and battery on mobile devices.
• low techSMS negates the need for more advanced smartphones and cellular infrastructure in developing countries.
• maintains PrivacyServices can provide users with the option to maintain anonymity and privacy when asking sensitive information.
Level of detail
WWW.PSFK.COM 5WWW.PSFK.COM 5
PSFK presents
FUTURE OF HEALTHConsulting
prepared for PSFK presents
FUTURE OF HEALTHConsulting
prepared for
Temporary Communities
DIY Check Up
Personal Tracking
Remote Diagnostics
FEEDBACK LOOPCOMMUNICATION
Picturing Our Health
Bio-Medical Printing
Gaming for Health
Energy Off the Grid
Hacking Healthcare
Offline Web
TOOLS
Distance Learning
GLOBAL NETWORKS
Tracking Matters
Mobile Distributed Wealth
SMS Consultation
Handheld Hospital
COMMUNITY “THE CLOUD” (REMOTE DIGITAL DATABASE)
SOCIALNETWORK
INFOLOOP
TOLAYMAN/PATIENTHEALTH PROFESSIONAL
AND/OR
ACTORS AGGREGATORS INTERACTIONS
each of the trends identified in this report falls within one of four core themes identified by the innovation team at UNICeF, and is defined by
relationships between actors, aggregators, and interactions. the images below visualize how each trend is characterized by these relationships:
CORE THEmES
Categorization
WWW.PSFK.COM 120
PSFK presents
FUTURE OF HEALTHConsulting
prepared for
HACKiNGHEALTHCARE
wEB COmmUNiTy PROvidES ACCESS TO CREATiNG UNmANNEd AERiAL vEHiCLESDIYDrones is a web resource that provides users with information on how to source and build sophisticated technology cheaply and easily. the site provides instructions on building autonomous aircraft, or “drones,” as well as a community to link members together to share knowledge and answer questions.
http://diydrones.com Certainty
Bluetooth Earrings. Skanz
Pearl Izumi Micro-sensor MP3 Cycling Bib Shorts.
MetaWatch’s open wrist platform outsources killer app invention.
Audio jewellery is still not close to being mainstream.
Jawbone UP has had many problems and criticisms.
ImWatch – takes Android to the wrist.
Motorola MOTOACTV takes incumbents into new space.
Holo – the next-gen wearable computer.
The Nike iPod Sport Kit is a standard feature for Apple, a clear WIN-WIN partnership.
Spiral hearing phone.
SAY HELLO TO 24/7 WEARABLES
Familiar local mythologies are combined with futuristic visions to create modern global narratives. The video work Allegoria Sacra by artists AES+F - a reimagining of Giovanni Bellini’s view of purgatory - shows idealised exotic African tribesman alongside retro-futuristic sci-fi visions of space.
Pragmatism
There is no one right way to present trends.
P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
lo st a n d f o u n d i n t r a n s l at i o n | m i c h a e l r o l l e r | u c da a P : m ast e r o f d e s i g n | 2 013
11 o f 5 7
100 THINGS TO WATCH IN 2012DECEMBER 2011
Scope
WWW.PSFK.COM 8
PSFK presents
FUTURE OF HEALTHConsulting
prepared for
EntiRE WoRlD As DisPlAy in-APP PuRChAsing FoR AugMEntED REAlity ContEnt
The widespread use of mobile phones now connects the world like never before. How can new services leverage this unprecedented access to deliver relevant information in a timely manner to those who need it?
SmS CONSULTATiON
sERViCE MonitoRs thE hEAlth stAtus oF CoMMunitiEs
instAnt tWo-WAy gRouP MEssAgingtExting tEEns gEt REliABlE hEAlth EDuCAtion
“The questions asked are really very simple, but the answers are very vital things for people to know. SMS allows of-the-moment type questions and answers.”
Katie Malbon, M.D. SMS Healthcare Expert Mount Sinai Adolescent Health Center
soCiAl nEtWoRking FRoM Any PhonEhEAlthCARE PRoFEssionAls CollABoRAtE thRough tExt
iDEntiFying FAkE MEDiCinEs ViA MoBilE PhonE
SummaRy Increased access to mobile phones with even basic capabilities has led to the development of SMS services that connect users, allowing for the exchange of vital information and expert opinions in near real-time. this simple format provides a trusted resource for asking time-sensitive questions, while providing an anonymous forum for gaining insights on potentially sensitive subjects.
ImPlICatIonS• trusted and Reliable
SMS systems can build trust and encourage repeat usage by providing timely responses to questions and submissions.
• bite-Size InfoConcise information is easy to remember and spread, while also serving as efficient use of user time and battery on mobile devices.
• low techSMS negates the need for more advanced smartphones and cellular infrastructure in developing countries.
• maintains PrivacyServices can provide users with the option to maintain anonymity and privacy when asking sensitive information.
Level of detail
WWW.PSFK.COM 5WWW.PSFK.COM 5
PSFK presents
FUTURE OF HEALTHConsulting
prepared for PSFK presents
FUTURE OF HEALTHConsulting
prepared for
Temporary Communities
DIY Check Up
Personal Tracking
Remote Diagnostics
FEEDBACK LOOPCOMMUNICATION
Picturing Our Health
Bio-Medical Printing
Gaming for Health
Energy Off the Grid
Hacking Healthcare
Offline Web
TOOLS
Distance Learning
GLOBAL NETWORKS
Tracking Matters
Mobile Distributed Wealth
SMS Consultation
Handheld Hospital
COMMUNITY “THE CLOUD” (REMOTE DIGITAL DATABASE)
SOCIALNETWORK
INFOLOOP
TOLAYMAN/PATIENTHEALTH PROFESSIONAL
AND/OR
ACTORS AGGREGATORS INTERACTIONS
each of the trends identified in this report falls within one of four core themes identified by the innovation team at UNICeF, and is defined by
relationships between actors, aggregators, and interactions. the images below visualize how each trend is characterized by these relationships:
CORE THEmES
Categorization
WWW.PSFK.COM 120
PSFK presents
FUTURE OF HEALTHConsulting
prepared for
HACKiNGHEALTHCARE
wEB COmmUNiTy PROvidES ACCESS TO CREATiNG UNmANNEd AERiAL vEHiCLESDIYDrones is a web resource that provides users with information on how to source and build sophisticated technology cheaply and easily. the site provides instructions on building autonomous aircraft, or “drones,” as well as a community to link members together to share knowledge and answer questions.
http://diydrones.com Certainty
Bluetooth Earrings. Skanz
Pearl Izumi Micro-sensor MP3 Cycling Bib Shorts.
MetaWatch’s open wrist platform outsources killer app invention.
Audio jewellery is still not close to being mainstream.
Jawbone UP has had many problems and criticisms.
ImWatch – takes Android to the wrist.
Motorola MOTOACTV takes incumbents into new space.
Holo – the next-gen wearable computer.
The Nike iPod Sport Kit is a standard feature for Apple, a clear WIN-WIN partnership.
Spiral hearing phone.
SAY HELLO TO 24/7 WEARABLES
Familiar local mythologies are combined with futuristic visions to create modern global narratives. The video work Allegoria Sacra by artists AES+F - a reimagining of Giovanni Bellini’s view of purgatory - shows idealised exotic African tribesman alongside retro-futuristic sci-fi visions of space.
Pragmatism
There is no one right way to present trends.
But...is there a right way to use a trend presentation?
P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
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Process:
1.Interview analysts & designers
2.Research review on translation
3.Two experimental ideation sessions
4.Results and Recommendations
icons for each step: ear, book, people?, charts & graphs
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8 interviewswith designers and trend analysts
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“You need to be
inspiring but not
so lofty that it’s
over people’s
heads.”
“I ask myself,
‘how often do
I see this pop
up in my own
reading?’”
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Text that is
“moderately-
related” is the
most effective.
Designers “rewrite
the brief” to engage
more deeply in a
project.
3 reportson verbal-to-visual translation
8 interviewswith designers and trend analysts
“You need to be
inspiring but not
so lofty that it’s
over people’s
heads.”
“I ask myself,
‘how often do
I see this pop
up in my own
reading?’”
P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
lo st a n d f o u n d i n t r a n s l at i o n | m i c h a e l r o l l e r | u c da a P : m ast e r o f d e s i g n | 2 013
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Right Language•Inspiring but not too lofty
•“Moderately-related”
Right Priming•Mini-ideation
•Rewrite the brief
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How do the words we choose impact translation?
P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
Right Language:
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When we sayboldsimpleadvancedinnovativewhat do we (really) mean?
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Open-ended
Not burdened by constraints
No inherent visuals
Search for symbolism
Directive
Can reference the brief
Inherently visual, tactile, etc.
Symbols often inherent
SensoryAmbiguous
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Smell
Sound
Taste
P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
Sight
TouchWhat sense are you describing?
Other
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2 0 o f 5 7P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
Smell
Loudness(Intensity)
Pitch(Frequency)
OtherSweet
Line
Space
Texture/Finish
Form/Shape
Hardness
Color
Musky
Umami
Fatty
Camphorous
Pungent
Sour
Floral
Bitter
Putrid
Minty
Temp-erature
Pain
Balance
Time
Salty
Ethereal
Timbre
Sound
Taste
Sight
TouchWhat sense are you describing?
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Smell
Loudness(Intensity)
Pitch(Frequency)
OtherSweet
Line
Space
Texture/Finish
Form/Shape
Hardness
Color
Musky
Umami
Fatty
Camphorous
Pungent
Sour
Floral
Bitter
Putrid
MintyHue
Temp-erature
Pain
Balance
Time
Value
Saturation
Salty
Ethereal
Timbre
Sound
Taste
P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
Sight
TouchWhat sense are you describing?
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Fueled by a scientific understanding of our natural planet and its many
dark secrets, we go beyond a romanticized reverence of nature and
instead turn our attention to its “seedy underbelly” – spiny viruses,
furry bacteria, and clusters of fungi – as the new frontier.
Ancient yeast strains and their prehistoric origins could be a platform
for storytelling. Dirty Nature-inspired flavor notes (truffles, morel
mushrooms, kombucha, kimchee) lend themselves to more nuanced,
gourmet or chef-inspired flavor profiles ideal for pairing. Mycelium-
based materials are an opportunity to explore sustainable or renewable
packaging. Inspired by the notion of magic mushrooms, consider
allusions to hallucinogenic properties.
Dirty NatureInspired by an understanding of our world and its many unexplored
areas, we go beyond our respect for the perceptible parts of the
environment and instead turn our attention to its less desirable
features as the new frontier.
Yeast strains and their origins could be a platform for storytelling, or
as inspiration for premium experiences. Dirt-inspired ingredients lend
themselves to gourmet flavor profiles. Vegetable-based materials
are an opportunity to explore sustainability. Consider allusions to the
mood-altering properties of mushrooms.
Evolution of Natural
One trend presented two ways:
P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
*no images supplemented these texts
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2 3 o f 5 7
Fueled by a scientific understanding of our natural planet and its many
dark secrets, we go beyond a romanticized reverence of nature and
instead turn our attention to its “seedy underbelly” – spiny viruses,
furry bacteria, and clusters of fungi – as the new frontier.
Ancient yeast strains and their prehistoric origins could be a platform
for storytelling. Dirty Nature-inspired flavor notes (truffles, morel
mushrooms, kombucha, kimchee) lend themselves to more nuanced,
gourmet or chef-inspired flavor profiles ideal for pairing. Mycelium-
based materials are an opportunity to explore sustainable or renewable
packaging. Inspired by the notion of magic mushrooms, consider
allusions to hallucinogenic properties.
Dirty NatureInspired by an understanding of our world and its many unexplored
areas, we go beyond our respect for the perceptible parts of the
environment and instead turn our attention to its less desirable
features as the new frontier.
Yeast strains and their origins could be a platform for storytelling, or
as inspiration for premium experiences. Dirt-inspired ingredients lend
themselves to gourmet flavor profiles. Vegetable-based materials
are an opportunity to explore sustainability. Consider allusions to the
mood-altering properties of mushrooms.
Evolution of Natural
Ambiguous Sensory
P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
*no images supplemented these texts
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evolution
inspired
world
unexplored areas
respect
less desirable features
ingredients
gourmet
vegetable-based
mood-altering
dirty
fueled
natural planet
dark secrets
romanticized
seedy underbelly
truffles, morel mushrooms
nuanced, chef-inspired
mycelium-based
magic, hallucinogenic
P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
Ambiguous Sensory
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12 student participants Range of creative disciplines, experience (1-6 years), and gender
Group 1Ideation with sensory stimulus A: 30 min.
Ideation with ambiguous stimulus B: 30 min.
Group 2 Ideation with ambiguous stimulus A: 30 min.
Ideation with sensory stimulus B: 30 min.
P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
Design a Dining Experience:
lo st a n d f o u n d i n t r a n s l at i o n | m i c h a e l r o l l e r | u c da a P : m ast e r o f d e s i g n | 2 013
2 6 o f 5 7
How creative and relevant were the ideas?
Measuring translation:
P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
lo st a n d f o u n d i n t r a n s l at i o n | m i c h a e l r o l l e r | u c da a P : m ast e r o f d e s i g n | 2 013
2 8 o f 5 7
Creativity: 3/3Relevance: 2/2•Experience that doesn’t exist today
•Pulls from gardening domain
•Directly references “dirty nature”
e x a m P l e 1 :
Planter TableDig up the food you’re about to eat.
redo format - give idea a title, reveal score, bigger?“design a dining experience.” new slide?
P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
lo st a n d f o u n d i n t r a n s l at i o n | m i c h a e l r o l l e r | u c da a P : m ast e r o f d e s i g n | 2 013
3 0 o f 5 7
Creativity: 1/3Relevance: 2/2•Variations of this idea exist today
•Expresses natural themes in brief
redo format - give idea a title, reveal score, bigger?“design a dining experience.” new slide?
e x a m P l e 2 :
Plating ScrapsUse food scraps that are typically discarded.
P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
lo st a n d f o u n d i n t r a n s l at i o n | m i c h a e l r o l l e r | u c da a P : m ast e r o f d e s i g n | 2 013
3 1 o f 5 7
Right Language•Inspiring but not too lofty
•“Moderately-related”
Right Priming•Mini-ideation
•Rewrite the brief
P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
Right Language•Inspiring but not too lofty
•“Moderately-related”
Right Priming•Mini-ideation
•Rewrite the brief
lo st a n d f o u n d i n t r a n s l at i o n | m i c h a e l r o l l e r | u c da a P : m ast e r o f d e s i g n | 2 013
3 2 o f 5 7
How does a “warmup” improve translation?
P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
Right Priming:
lo st a n d f o u n d i n t r a n s l at i o n | m i c h a e l r o l l e r | u c da a P : m ast e r o f d e s i g n | 2 013
3 3 o f 5 7
No Warmup Word-based Image-basedWaste no time
No touchy-feely stuff
Don’t change my brief
Get the kinks out
Put it in your own words
Apples-to-apples
Bridge text and ideas
through image search
How does a warmup improve translation?
P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
lo st a n d f o u n d i n t r a n s l at i o n | m i c h a e l r o l l e r | u c da a P : m ast e r o f d e s i g n | 2 013
3 4 o f 5 7
Group ANo Warmup
45 minute ideation
Group BWord-based warmup
15 minute warmup
45 minute ideation
Group CImage-based warmup
15 minute warmup
45 minute ideation
Design a Dining Experience:
21 participants from LPKRange of creative disciplines, experience (1-25 years), and gender
P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
lo st a n d f o u n d i n t r a n s l at i o n | m i c h a e l r o l l e r | u c da a P : m ast e r o f d e s i g n | 2 013
3 5 o f 5 7
Right Language•Inspiring but not too lofty
•“Moderately-related”
Right Priming•Mini-ideation
•Rewrite the brief
P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
Did translation improve?
lo st a n d f o u n d i n t r a n s l at i o n | m i c h a e l r o l l e r | u c da a P : m ast e r o f d e s i g n | 2 013
3 6 o f 5 7
Language: RelevanceTwenty percent improvement when describing trends with sensory language.
Low-scoring ideas
Low: 8% Low: 8%Ambiguous Language
Sensory Language
High-scoring ideas
High: 53%
High: 63%
P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
lo st a n d f o u n d i n t r a n s l at i o n | m i c h a e l r o l l e r | u c da a P : m ast e r o f d e s i g n | 2 013
3 7 o f 5 7
Language: RelevanceSensory language may upgrade good ideas into great ones.
Low: 8%
Mid: 39%
High: 53%
Mid: 29%
High: 63%
Low: 8%Ambiguous Language
Sensory Language
Mid-scoring ideasFewer mid-scores using sensory language suggests that this approach
helps people articulate ideas in more relevant ways.
P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
lo st a n d f o u n d i n t r a n s l at i o n | m i c h a e l r o l l e r | u c da a P : m ast e r o f d e s i g n | 2 013
3 8 o f 5 7
No Warmup Word-based Image-based
High: 0%High: 3%
High: 15%
Priming: RelevanceImage-based priming produced the most high-scoring ideas...
P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
lo st a n d f o u n d i n t r a n s l at i o n | m i c h a e l r o l l e r | u c da a P : m ast e r o f d e s i g n | 2 013
3 9 o f 5 7
No Warmup Word-based Image-based
Low: 27%
High: 0%High: 3%
Low: 18%
High: 15%
Low: 9%
Priming: RelevanceImage-based priming produced the most high-scoring ideas...and the fewest low-scoring ideas.
P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
lo st a n d f o u n d i n t r a n s l at i o n | m i c h a e l r o l l e r | u c da a P : m ast e r o f d e s i g n | 2 013
4 0 o f 5 7
Priming: RelevancePriming decreases the number of bad ideas; increases the number of good ones.
Low-scoring ideasHalf as many irrelevant ideas with image-based priming.
High-scoring ideasFive times more relevant ideas with image-based priming.
Low: 27%
High: 0%High: 3%
Low: 18%
High: 15%
Low: 9%
No Warmup
Word-based
Image-based
P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
lo st a n d f o u n d i n t r a n s l at i o n | m i c h a e l r o l l e r | u c da a P : m ast e r o f d e s i g n | 2 013
4 1 o f 5 7
Creativity was not hampered by the constraints in either study.
Creativity scores were similar in each group of both studies.
P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
lo st a n d f o u n d i n t r a n s l at i o n | m i c h a e l r o l l e r | u c da a P : m ast e r o f d e s i g n | 2 013
4 2 o f 5 7P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
130ideas from a session
lo st a n d f o u n d i n t r a n s l at i o n | m i c h a e l r o l l e r | u c da a P : m ast e r o f d e s i g n | 2 013
4 3 o f 5 7P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
15relevant ones
lo st a n d f o u n d i n t r a n s l at i o n | m i c h a e l r o l l e r | u c da a P : m ast e r o f d e s i g n | 2 013
4 4 o f 5 7P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
18using sensory words
in the brief
lo st a n d f o u n d i n t r a n s l at i o n | m i c h a e l r o l l e r | u c da a P : m ast e r o f d e s i g n | 2 013
4 5 o f 5 7P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
75using image-based warmup
lo st a n d f o u n d i n t r a n s l at i o n | m i c h a e l r o l l e r | u c da a P : m ast e r o f d e s i g n | 2 013
4 6 o f 5 7
What now?A better way to begin...
P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
lo st a n d f o u n d i n t r a n s l at i o n | m i c h a e l r o l l e r | u c da a P : m ast e r o f d e s i g n | 2 013
4 7 o f 5 7P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
Individual Group
Individual needs for translation
Working towards a common theme
lo st a n d f o u n d i n t r a n s l at i o n | m i c h a e l r o l l e r | u c da a P : m ast e r o f d e s i g n | 2 013
4 8 o f 5 7P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
Inspired by an understanding of our world and its many unexplored areas, we go beyond our respect for the perceptible parts of the environment and instead turn our attention to its less desirable features as the new frontier.
lo st a n d f o u n d i n t r a n s l at i o n | m i c h a e l r o l l e r | u c da a P : m ast e r o f d e s i g n | 2 013
4 9 o f 5 7P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
Inspired by an understanding of our world and its many unexplored areas, we go beyond our respect for the perceptible parts of the environment and instead turn our attention to its less desirable features as the new frontier.
lo st a n d f o u n d i n t r a n s l at i o n | m i c h a e l r o l l e r | u c da a P : m ast e r o f d e s i g n | 2 013
5 0 o f 5 7P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
Inspired by an understanding of our world and its many unexplored areas, we go beyond our respect for the perceptible parts of the environment and instead turn our attention to its less desirable features as the new frontier.
lo st a n d f o u n d i n t r a n s l at i o n | m i c h a e l r o l l e r | u c da a P : m ast e r o f d e s i g n | 2 013
5 1 o f 5 7P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
Fueled by a scientific understanding of our natural planet and its many dark secrets, we go beyond a romanticized reverence of nature and instead turn our attention to its “seedy underbelly” – spiny viruses, furry bacteria, and clusters of fungi – as the new frontier.
lo st a n d f o u n d i n t r a n s l at i o n | m i c h a e l r o l l e r | u c da a P : m ast e r o f d e s i g n | 2 013
5 2 o f 5 7
Fueled by a scientific understanding of our natural planet and its many dark secrets, we go beyond a romanticized reverence of nature and instead turn our attention to its “seedy underbelly” – spiny viruses, furry bacteria, and clusters of fungi – as the new frontier.
P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
lo st a n d f o u n d i n t r a n s l at i o n | m i c h a e l r o l l e r | u c da a P : m ast e r o f d e s i g n | 2 013
5 5 o f 5 7
SightLine, ColorForm, SpaceTexture, Finish
Trend TranslationSensory Worksheet
Sensory Categories:
Description & Notes:
Fill this map with images and words that translate the trend into sensory components that will become design elements.
Trend Name:
TouchHardnessFormTexture/FinishTemperature
SoundLoudnessPitchTimbreFrequencyIntensity
OtherTemperatureBalancePainTime
TasteSweet, SourSalty, BitterUmami, PungentFatty, Minty
SmellFloral, MintyPutrid, MuskyCamphorousPungentEthereal
Sight
Touch
Sound
Other
Taste
Smell
lo st a n d f o u n d i n t r a n s l at i o n | m i c h a e l r o l l e r | u c da a P : m ast e r o f d e s i g n | 2 013
5 5 o f 5 9P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
lo st a n d f o u n d i n t r a n s l at i o n | m i c h a e l r o l l e r | u c da a P : m ast e r o f d e s i g n | 2 013
Warmup to TranslateSpending as little as fifteen minutes “warming up” a group before an ideation session helps them internalize the trend, significantly improving the quality of ideas they produce.
Sensory WordsThe use of sensory words triggers the sights, sounds, touches, tastes, and smells that help transform trends in relevant design ideas. They also lay a foundation for better evaluation of design ideas.
An image-based warmup primes participants to develop 5 times as many relevant ideas, compared to word-based warmups or none at all.
Design briefs using sensory words generated approximately 20% more highly-relevant ideas in an ideation session, compared to ambiguous language.
Translation is the process of changing from one form to another. This summarizes two studies to improve the translation of trends into design ideas.
Smell
Sound
Taste
Sight
Touch
Translating Trends.
e x e c u t i v e s u m m a ry
lo st a n d f o u n d i n t r a n s l at i o n | m i c h a e l r o l l e r | u c da a P : m ast e r o f d e s i g n | 2 013
5 7 o f 5 7
Thank you.
Valerie Jacobs, LPK
J. Chewning, UC
Abby Hofmeyer
Abby Otting
Amanda Riley
Amy Federswich
Alan Kastner
Bhooma Srirangarajan
Bryan Goodpaster
Chelsea McLemore
Chris von Dohlen
Dave Heyne
Drew Forseth
Erica Davis
Jack Ferrante
Jason Phillips
Jason Shaw
Jen Seiser
Jens Martesen
Jim Wolfe
Jonathan Schmitz
Lauren Magrisso
Lori Morgan
Luke Hydrick
Kate Geiger
Maggie Parkhouse
Maggie Paulus
Mary Riffe
Michael Wintrob
Mike Augustine
Mike Skrzelowski
Mimi London
Monica Caceres
Nathan Hendricks
PJ Mason
Rebecca Huffman
Rob Warnick
Stephen Bowen
Stephen Laux
Stuart Wilson
Thomas DeVore
Tracy Huggins
P r o b l e m | d e f i n i t i o n | st u dy 1 | st u dy 2 | r e s u lt s | i m P l i c at i o n s
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