Presumptive Design Workshop Using Design Provocations to Reduce Strategy Risk Leo Frishberg Principal | Phase II, Portland OR @leofrish Charles Lambdin UX Designer | Intel Corporation @CGLambdin UX Strat 15 Sept 2015 @leofrish @cglambdin www.presumptivedesign.com
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UX STRAT USA, Leo Frishberg and Dr. Charles Lambdin, "Presumptive Design Workshop"
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Presumptive Design Workshop Using Design Provocations to Reduce Strategy Risk
• The choices (implicit and explicit) made to achieve competitive advantage in a market. A basic purpose of strategy is to maximize the value of the capabilities you have that distinguish you from competitors.
• Transient Advantage: fluid strategy
@leofrish @cglambdin
www.presumptivedesign.com
Strategy Validation
Sept 2015 UX Strat 15
What Artifacts Embody Strategy? A Brainwriting Exercise
• The Athens Tourism Office (ATO) would like to improve the overall experience guests have when visiting the city, particularly holiday travelers. They already have some ideas what to do, but need to see the big picture in order to prioritize funding and to focus on areas that will have the most impact.
• First, the ATO is planning to significantly overhaul its website. The site has grown organically over the past decade, and there are many complaints about finding information. In particular, the federated reservations system for hotels is incomplete, outdated and hard to use.
• Second, the ATO wants to offer mobile services and apps for travelers. With so many options in the mobile arena, they are not sure where the best place to start would be.
• Finally, ATO believes partnering with key service providers would improve the travel experience of visitors. ATO already has information kiosks in tourist areas, but they are looking to integrate more with partner services.
• You work for a research agency specializing in experience mapping. The ATO has hired you to investigate and identify the most salient ways to bring the most value to visitors. They are also looking for new opportunities previously overlooked. The insight they hope to gain will help structure a multi-year program for improvement.
@leofrish @cglambdin
www.presumptivedesign.com
What Are the Key Assumptions Behind this Strategy?
Sept 2015 UX Strat 15
• ATO has ideas but needs to prioritize
• ATO believes it needs to see “the big picture”
• ATO serves holiday travelers
• ATO believes its website needs to be overhauled
• ATO believes it needs a mobile strategy
• ATO believes partnering with service providers is key
• ATO is looking for most salient ways to add most value to visitors
• ATO wishes to continue to exist
• ATO is prepared to take multiple years to transition
• Buxton, Bill; Sketching User Experiences: Getting the Design Right and the Right Design; Morgan Kaufmann; 2007
• Carroll, Lewis; Through the Looking-Glass and What Alice Found There; The MacMilllan Company, New York, London, 1899
• Dubberly, Hugh; Evenson, Shelley; and Robinson, Rick; The Analysis-Synthesis Bridge Model; http://www.dubberly.com/articles/interactions-the-analysis-synthesis-bridge-model.html
• Frishberg, Leo; Lambdin, Charles; Presumptive Design: Design Provocations for Innovation. Morgan Kaufmann; 2015
• Frishberg, Leo; Presumptive design, or cutting the Looking-glass cake. Interactions, Vol. 13, Iss. 1, 18-20; 2006
• Frishberg, Leo; Presumptive design, or cutting the Looking-glass cake. SAO Ignite, March, 2012; http://www.slideshare.net/leofrish/presumptive-design-or-cutting-the-looking-glass-cake
• Laseau, Paul; Graphic Thinking for Architects and Designers; Van Nostrand, 1980
• Owens, Charles; Design Thinking: Notes on its Nature and Use; Design Research Quarterly Vol. 2, N0. 1, January, 2007, pp. 16-27
• Sato, Steve; Using Design Thinking to Measure Design’s Impact; CHIFOO Presentation, September 2013 http://www.chifoo.org/index.php/chifoo/events_detail/using_value_to_position_design_ux_and_hci_more_strategically_in_an_organiza/
• Sanders, Liz; Stappers, Pieter Jan; Convivial Toolbox: Generative Research for the Front End of Design; BIS Publishers, 2013