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FUTURE OF DESIGN RESEARCH
Five opportunities to shape the future of the practice
AUGUST 2016 CURIOSITY LABS www.c-lab.space | [email protected]
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AGENDA NEXT STEPS / GET INVOLVED
CONTEXT
WHAT IS DESIGN RESEARCH?
5 OPPORTUNITIES
OBJECTIVES & APPROACH
CONTACT
CURIOSITY LABS www.c-lab.space | [email protected]
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WHAT IS DESIGN RESEARCH?
The practice of understanding humans and contexts to inform and inspire design
Applies to any kind of human-centered design in any sector, from tech products to smart cities to sales strategies
Additional notes: Includes innovation research.
Shares many similarities in principles and practices to qualitative research Includes user research if the intent is to inspire UX design
CURIOSITY LABS www.c-lab.space | [email protected]
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CONTEXT: DESIGN RESEARCH IS AN EMERGING PRACTICE…
“Itisbecomingadisciplineinitsownright.Companiesaremoreawareofit'svalueandgivingitmoreresource.Communi;esandthoughtleadersareemerging.”-DrAndrewMuirWood,CustomerInsightsLead,London
“BysinglingoutDesignResearch/UserResearchasadefineddisciplinewithinbroaderqualita;veresearchskills,ithasprovidedamorefocusedentrypointformanymore,younger,smartpeopletoexpandthediscipline."-JanetStanden,ScootInsights,SanFrancisco
CURIOSITY LABS www.c-lab.space | [email protected]
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…THAT IS STARTING TO SPREAD ACROSS ORGANIZATIONS, SECTORS AND INTO NEW GEOGRAPHIES
“DesignthinkingiswellknowninSouthEastAsia.ItravelforGoogleintheregionandeverywherestudentsaretalkingaboutdesignaskeyintheirproblemsolving.”-SachaCarinavanGinhoven,MrLeopard,Singapore
“Designresearchiss;llinitsinfancy,asaprofessionalprac;ceinBrazil,eventhoughitisslowlygrowing.”-PatriciaMourthe,SaoPaulo,Brazil
Its recent rise is in part thanks to the growth in design-led cultures like Apple and human-centered approaches like Design Thinking and Lean, as well as through the growth of the tech sector and the emergence of user research
CURIOSITY LABS www.c-lab.space | [email protected]
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5 OPPORTUNITIES To spark ideas and ignite conversations
STRATEGIC LEADERSHIP
EDUCATION
DYNAMIC PRACTICE
INTEGRATION OF ANALYTICS
STORYTELLING
CURIOSITY LABS www.c-lab.space | [email protected]
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DYNAMIC PRACTICE Adapting mindsets and practices to faster, more fluid and experimental ways of working will be critical over the next few years
Tom Chi’s Prototype Thinking integrates user research into a rapid prototyping process
CURIOSITY LABS www.c-lab.space | [email protected]
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DYNAMIC PRACTICE
FASTER, MORE ITERATIVE AND INTEGRATED DESIGN PROCESSES
RAPIDLY CHANGING WAYS FOR COLLABORATION
CONTINUAL INFUSION OF CROSS DISCIPLINARY INFLUENCES
[Mostexci;ngdevelopment]“Thecon;nuouscrossdisciplinaryinspira;onsfromdomainslikesocialscience,psychology,technology,philosophy,etc.andfurtherintegra;onofdifferentmethodologies.”-HelenZhao,Researcher,Shanghai
“It’sanongoingvsastageoftheprocess,thecyclicandcon;nuousnatureofdynamicdesignresearch,asitshouldbe.”-SoniaManchanda,DesignStrategist,India
CURIOSITY LABS www.c-lab.space | [email protected]
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DYNAMIC PRACTICE: THE INNOVATORS
MURAL
Mural, founded by Mariano Suarez-Battan, is highly rated by several leaders in the community as an online collaboration tool (for Design Thinking) that actually works
THE DESIGN SPRINT
The 5-day problem solving intensive, developed at Google, is a practical application of design thinking and lean and has quickly gained traction in the tech industry and beyond over the past few months
TOM CHI’S PROTOTYPE THINKING
“FactoryX/Tom Chi's Prototype Thinking is by far my favorite way of getting into action and making things happen, seeing change occur around you. It's SO fast, incisive, and capable of making an impact on a problem in new ways, every time.” - Megan Goering, San Francisco CURIOSITY LABS
www.c-lab.space | [email protected]
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EDUCATION Educating stakeholders on the basics of what design research is and why it is used, to training the next generation of world-class design and user researchers, are among significant challenges we are facing
Pittsburgh, USA is home to both Carnegie Mellon’s School of Design and LUMA Institute
CURIOSITY LABS www.c-lab.space | [email protected]
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EDUCATION “Scalingdesignresearchthroughouttheorganiza;onisamajorchallenge.IBMhascloseto400Kemployees,over1000designers,geangallthoseteamstodoqualityresearchandstrategyisabigchallenge.“AdamCutler,IBMDesign
[Onwhat’sexci;ng]“Thedemocra;za;onofdesignresearch.Inthepast,itwasaskillonlyafewcoulddo.Webelievethatyoucanteachthistomanypeopleandthatallpeopleshouldbeexposedtotheideas.Ithinkthere'smomentumforthisview.”BrantCooper,Author,TheLeanEntrepreneur
FROM BASIC LITERACY…
…TO SCALING ACROSS LARGE ORGANIZATIONS
Around what design research is and why use it for decision-makers or other key stakeholder groups
Many (larger) organizations are trying to figure out how to most effectively scale design/research education programs
…TO HIGH QUALITY TRAINING There are few trainings designed specifically for graduates or early-to-mid design and user research professionals
CURIOSITY LABS www.c-lab.space | [email protected]
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EDUCATION: THE INNOVATORS
THE LUMA INSTITUTE THE DESIGN EXCHANGE
Co-founded by Pete Mayer, the LUMA Institute has established itself as a highly respected institution by some of the Bay Area’s leading technology companies, advancing innovation through human-centered design
Conceived at UC Berkeley, the Design Exchange is an online platform led by Celeste Roschuni currently in beta where designers and researchers can share methods and best practices
CARNEGIE MELLON: SCHOOL OF DESIGN
Several contributors mentioned CMU’s Transitional Design program as an exciting development. Terry Irwin heads the School of Design @ CMU.
CURIOSITY LABS www.c-lab.space | [email protected]
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INTEGRATION OF ANALYTICS There’s huge interest in big data; specifically, ways in which it can most effectively be integrated with design research. However, many design researchers lack basic literacy in statistics and data science. A few leading organizations in tech and finance have fully integrated DR with analytics on a range of problems; others are just beginning.
Data-driven music companies Spotify and Soundcloud are among the leaders integrating DR with analytics
CURIOSITY LABS www.c-lab.space | [email protected]
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INTEGRATION OF ANALYTICS “DataSciencewillplayanincreasingroleinourcustomerunderstanding,andwhileIfirmlybelieveDesignResearchersshouldn'tallswitchtobeingDataScien;sts,Idothinkabecerunderstandingofhowtopartner(anddirect!)thisquan;ta;veworkwillbeamust-haveskillin5years.”SamZaiss,Microsoh,USA
“Thebiggestchallengeistheexclusivefocusdatagetsinansweringabroadrangeofbusinessques;ons.Thetroubleherebeginswiththeexpecta;onsoffastandimmediateac;on,sothereisliclespaceor;mefordiscovery.”-FrankRomagosa,Strategist,Cinemiro,USA
“Findingtherightintegra;onofdesignresearchgivengreatfocusonbehavioraldata("bigdata").-Buildingin;metointerpretdesignresearchintodeeper,non-obviousinsights.Ourcons;tuentsohentakeresearchandrunwithoutthediges;ngandinterpreta;on”-AdrienLanusse,VPInsights,Neklix
CURIOSITY LABS www.c-lab.space | [email protected]
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INTEGRATION OF ANALYTICS: 3 USE CASES
Designresearchersanddatascien;stseachhaveaseatatthetableandcollaboratestrategically;evidencedinthetech,financialandretailsectorsinpar;cular,incompanieslikeGoogleandWellsFargo
BASIC, AD HOC ACCESS TO DATA
BEHAVIORAL DATA WITH QUALITATIVE OUTPUTS
FULLY INTEGRATED TEAMS
Accessingbasicusagedatatoanswer,forexample:“arepeopleactuallyusingthisproduct?”Knowingwhatdatatopullandfromwhereisachallengeforsomeinternalteams
DataScien;stsanddesignresearchersaddaddi;onallayersofdataandinforma;ontostrategicprojectslikepersonasorcustomerjourneymaps
CURIOSITY LABS www.c-lab.space | [email protected]
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STRATEGIC LEADERSHIP Design Research leadership is starting to emerge at product, organizational and sector-wide levels, as design-led cultures are becoming the norm The next few years presents an opportunity for researchers and designers to play a more influential role in shaping the design of organizations and societies more broadly
CURIOSITY LABS www.c-lab.space | [email protected]
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STRATEGIC LEADERSHIP
Some design researchers are getting a seat at the visioning table. However, many others still have a long way to go.
PRODUCT
ORGANIZATIONAL
SOCIETAL Applying design research to solve societal problems is gaining traction
Beyond product, a few leaders are influencing at a higher level, in some cases by integrating with analytics or market research
“Thegreatestsourceofenergyinthedesignresearchcommunityrightnowisgeangthedesignerlywaysofthinkingintothesocialsector”BarryKatz,Stanford,CCA&IDEO
“Beingaresearcherthatcaninfluencethecoreofwhattheproductis,ratherthanvalidatetheoutcomeofdesigns,iskey”SaraOrtloffKhoury,UXDesignDirector,Google
CURIOSITY LABS www.c-lab.space | [email protected]
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STRATEGIC LEADERSHIP: THE INNOVATORS
Of 3 key questions to be discussed, “How can design research frame and address societal problems that face us?”
Robin Beers built an leading research team at Wells Fargo to over 30 people, integrating analytics and design research..
STANFORD D.SCHOOL
The d.School has been hugely successful in branding Design Thinking over the past few years – driving design-led cultures across sectors
DRS 2016, BRIGHTON, UK
INSIGHTS TEAM @ WELLS FARGO
CURIOSITY LABS www.c-lab.space | [email protected]
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STORYTELLING In a world increasingly awash with data and information, the ability to communicate insights in a clear, compelling narrative has never been more important
MichaelMargolisistheCEOofGetStoried,aglobalcompanythattrainsleadersinstorytellingforinnova;on
andhuman-centereddesign
CURIOSITY LABS www.c-lab.space | [email protected]
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STORYTELLING
“Influencing,storytellingandtakingaposi;on:theseareimportantskillsforadesignresearcher”RobinBeers,SVP,CustomerExperienceInsights
“Communica;onskillsareoneoftheacributesthatdividesagoodUXresearcherfromagreatUXresearcher”RobertYoumans,HeadofUXResearch:Streams,Photos&Sharing,Google
“Storytelleriskey:findingswillneedtobesharedwidelyandspeedily,thusinsightsexplainedthroughvideoandstorytelling,throughillustra;onsandcomics-willbetops”-Anonymous
CURIOSITY LABS www.c-lab.space | [email protected]
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NEXT STEPS / GET INVOLVED
CONTACT
PROTOTYPING WORKSHOPS
JOIN THE UDR COMMUNITY
Workshops in San Francisco and Boulder to explore opportunity areas and prototype new solutions 1st August 2016: “How might we educate the next generation of design researchers?” Join Curiosity Labs email list here to stay updated: www.c-lab.space/future-of-design-research/
User and Design Research Google Group
Andrew Brown 415-657-6473 [email protected] www.linkedin.com/in/andykbrown
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OBJECTIVES & APPROACH
Growing global community, yet little open discussion on the current state of the practice or where it’s going Community appetite to understand the greatest opportunities and challenges
WHAT
WHY
An exploration of attitudes and practices in relation to design research
CURIOSITY LABS www.c-lab.space | [email protected]
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OBJECTIVES & APPROACH
3 workshops with core team of 8
people
130 people from the global community
contributed via a survey*
Themes are based on qualitative research for directional use. *Around 4/5 contributors to survey from North America; 4/5 currently working in tech (software or hardware); two-thirds design researchers one-third designers, product or innovation, academics, thought leaders or analysts
20 interviews with design, research &
thought leaders
WHO
HOW
Design Researchers (inc. User Researchers) Designers Product, Innovation, Brand Managers/Leaders Analysts Data Scientists Authors and Thought Leaders Academics
CURIOSITY LABS www.c-lab.space | [email protected]
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CURIOSITY LABS SAN FRANCISCO, USA BOULDER, USA
www.c-lab.space
N.B. Images are either part of the Creative Commons or sourced with permission from owner
Andrew Brown +1 415 657 6473 [email protected] www.linkedin.com/in/andykbrown