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Design Research
Systematic Inventive Thinking
Larry Fenske Virginia Polytechnic Institute and State University
Design Research
Identifying Opportunities – Informing Design
Design Research
Review of research methodologies covered so far;
Design Research
Review of research methodologies covered so far;
• User-Centered
Design Research
Review of research methodologies covered so far;
• User-Centered
• Market-Centered
Design Research
Review of research methodologies covered so far;
• User-Centered
• Market-Centered
• Technology-Centered
Secondary Research• Mining the Gap• Segmentation (Demographic/Psychographic/Behavioral)Primary Research/Analysis• A (x4) Analysis• Styleboards• Ethnographic Discovery Qualitative/Quantitative
– Passive - Photo/Video Ethnography – Active – Interviewing/Surveys – Likert
questions/coding– Combined Ethnography - bag ethnography– Immersive Observation– Participatory Design
• Usability Testing (ease of use/functionality/errors, etc.)• Product Semantics/Emotional Response (reflection, etc.)• Ergonomic/Anthropometric Research
User Centered Design Research
Fiskars hammer test, Larry Fenske, 2000
Human Factors Research
Product/Market Opportunities• Market Matrices• Trend Analysis
–market demographics– fashion trends–cultural trends– technology trends
Market Centered Design Research
Product/Market Opportunities• Market Matrices• Trend Analysis
–market demographics– fashion trends–cultural trends– technology trends – can be concerned
with new technology already in the marketplace - in the form of products (Gizmodo.com), or . . .
Market Centered Design Research
Product/Market Opportunities• Market Matrices• Trend Analysis
–market demographics– fashion trends–cultural trends– technology trends – can be concerned
with new technology already in the marketplace - in the form of products (Gizmodo.com), or, new developments in science, technology and materials that can drive innovation.
Market Centered Design Research
New developments in science, technology and materials can drive innovation.Examples: • New technologies can create new product categories (cell phones, microwave ovens, etc.), or, simply drive incremental changes.
• Materials research/testing can drive product improvement (Santoprene™ soft grips, etc.), or create new product categories (Thermorest™ mattresses, etc.)
Focusing on technology, or more generally on the product can lead to innovative design approaches that might not be discovered through user or market driven research.
(Of course the resulting designs should be validated by user research to make sure they satisfy user needs)
Technology Centered Design Research
Identifying Opportunities on the “Front End of Innovation”
Innovation is different from Discovery
While Discovery is uncovering information that can inform design, Innovation is creating a new approach to address a problem – which can lead to innovative design.
Tools for Innovation
TRIZTRIZ was developed in the mid-20th century by Genrich Altschuller, a Russian engineer, by studying over 200,000 patents revealing patterns in the approaches that were successful in deriving inventive solutions. TRIZ is technology and Physics based, and suggests the consideration of alternative solutions such as using adhesives were fasteners had been used before, or vacuum rather than mechanical clamping, chemicaletching instead of abrasives, etc.
Systematic Inventive Thinking (SIT)Systematic Inventive Thinking is based on the premise that innovative or inventive solutions share common patterns comprised of a series of templates to be applied to an existing situation.
Systematic Inventive Thinking (SIT)
Five Basic Thinking Templates:1. Subtraction2. Division3. Replacement4. Multiplication5. Feature Dependency
Systematic Inventive Thinking (SIT)Basic Thinking Templates
Subtraction (or Reduction)
1.List components2.Take away an essential component from a product.3.Imagine the resulting product.4.Ask who would use or benefit from this product?
(you can think of it as the opposite of Addition –which is a common method for incremental change in the marketplace – adding features).
Example of Subtraction
• Choose a product - A television• List components
1. Screen2. Speakers3. Enclosure4. Remote5. Plug
Example of Subtraction
• Loose the screen =
a remote controlled radio
• Loose the plug = cordless television
• Loose the speakers, add text = television for a deaf person, or anyone who needs quiet viewing.
Another Example of Subtraction
Apple iBook™ and keyboard
Another Example of Subtraction
Apple iPad™
More Examples of Subtraction
Dyson vacuum cleaner – no bags
More Examples of Subtraction
Soup mix – sold with no water
More Examples of Subtraction
baby seat – no legs
More Example of Subtraction
Kathryn Gregory – Age 10, Inventor of “Wristies™”
Example of Subtraction
Subtraction (or Reduction)
1.Take away an essential component from a product.2.Imagine the resulting product.3.Ask who would use or benefit from this product?
(you can think of it as the opposite of Addition – which is a common method for incremental change in the marketplace – adding features).
Systematic Inventive Thinking (SIT)Basic Thinking Templates
Division
1. List the components of the product or service2. Divide out the components either physically,
functionally, or by preserving the characteristics of the whole.
3. Imagine the resulting product.4. Ask who would use or benefit from this
product?
Systematic Inventive Thinking (SIT)Basic Thinking Templates
Replacement
1. Find a product and list all of it’s component parts. Multiply or create a copy of one of the parts
2. Change the multiplied component in some way.
3. Imagine the resulting product.4. Ask who would use or benefit from this
product?
Examples - Replacement Template
1. Stapler > “Tape-ler2. Ice Skate > Rollerblade3. Pop-top can > Twist-top can4. Phone Cradle > Belt holster
Systematic Inventive Thinking (SIT)Basic Thinking Templates
Multiplication
1. Find a product and list all of it’s component parts.
2. Multiply or create a copy of one of the parts3. Change the multiplied component in some
way.4. Imagine the resulting product.5. Ask who would use or benefit from this
product?
Systematic Inventive Thinking (SIT)Basic Thinking Templates
Feature Dependency
1. Find a product scenario and list all of it’s the major components of the system (product, user, immediate environment).
2. List all of the features (not parts) of each major component.
3. Take one feature from one list and pair it with each feature from another list.
4. Imagine that one feature changes when something about another feature changes.
5. Imagine potential for the resulting product – ask who would use or benefit from this product?
Adapted from: http://www.innovationpractice.com/innovation_in_practice/2010/11/the-lab-innovation, November 17, 2011
Demonstration: Try applying at least two templates.