UDAY DANDAVATE Co-Founder and CEO, SonicRim Ltd. www.sonicrim.com

1. WHAT IS DESIGN RESEARCH Prepared for: UDAY DANDAVATE Co-Founder and CEO, SonicRim Ltd. www.sonicrim.com California College of the Arts

2. DESIGN IS CHANGING

3. ” “ One of design's most fundamental tasks is to help people deal with change. Designers stand between revolutions and everyday life. When the internet happened, they created interfaces with buttons and hyperlinks that enabled us all to use it. Designers make disruptive innovations manageable and approachable, so that they can be embraced and assimilated into life. And they never forget functionality and elegance. In 25 years designers will be at the nexus of things. They will not be divvied up according to their reductive specialty (graphic, product, furniture, so 20th-century!). On the contrary, like physics, design will be loosely separated between theoretical and applied. Theoretical designers will be exquisite generalists—a bit like French philosophers, but ready to roll up their sleeves. Applied designers will visualize complex infrastructures and systems so that scientists, policymakers and the general public can manage and influence them; they will bring economy and common sense to the production of consumer goods.

4. AN EVOLVING MAP OF DESIGN PRACTICE AND DESIGN RESEARCH WHERE DO YOUR ASPIRATIONS FIT IN?

5. Design-Led design-ledwithexpert mindset design-ledwithparticipatory mindset Participatory Mindset “Users” seen as partners (active co-creators) Expert Mindset “Users” seen as subjects (research informers) research-ledwithexpert mindset research-ledwithparticipatory mindset Research-Led Source: Dr. Liz sanders In “An Evolving Map of Design Practice and Design Research”. Written for Interaction Magazine

6. Design-Led Participatory Mindset “Users” seen as partners (active co-creators) Expert Mindset “Users” seen as subjects (research informers) Research-Led Source: Dr. Liz sanders In “An Evolving Map of Design Practice and Design Research”. Written for Interaction Magazine

7. Design-Led Dialogic Design Participatory Mindset “Users” seen as partners (active co-creators) Expert Mindset “Users” seen as subjects (research informers) Research-Led Source: Dr. Liz sanders In “An Evolving Map of Design Practice and Design Research”. Written for Interaction Magazine

8. Design Dialogues imagines the possibilities of design as a transformative re-visioning of systems that matter. We require new tools of design thinking and social engagement to energize the wisdom of participants. Dialogue is between perspectives, around a multi-perspective design canvas of products, systems, organizations & societies. In a world of complex, wicked problems, design has many cultural instruments, of dialogue, arts, research, and action [7] Peter Jones, Dialogic Design International Source: Dr. Liz sanders quoting Peter Jones in “An Evolving Map of Design Practice and Design Research”. Written for Interaction Magazine

9. Design-Led Participatory Mindset “Users” seen as partners (active co-creators) Expert Mindset “Users” seen as subjects (research informers) I WORK HERE WHERE DO YOU WANT TO WORK? Research-Led Source: Dr. Liz sanders In “An Evolving Map of Design Practice and Design Research”. Written for Interaction Magazine

10. WORKING AS A DESIGN RESEARCHER

11. Who is our target audience? What do they want? What do they need? How are they different? Why are they doing this? What do they like? How do they live? How is their life changing? What do they use? What are their frustrations? Who do they listen to? How do they find and learn from information? Our clients start with a question ? Will they like my idea? Why am I losing ground? How do I need to change? How can I make more money? What is my value proposition? What do I innovate? How do they make decisions? What do they want to know? What will delight them? What should I make? What do I stand for?

12. Growth Share Differentiation Retention Expansion Survival Revitalization Adaptation Glocalization Partnership ? The question turns into a project when it is tied to an opportunity ? Diversification Optimization Alignment Retention Relationship Loyalty Visibility Relevance Motivation Vision

13. ? and creates ripples of curiosity within the client organization for “what’s possible” ?

14. ? ? As key stakeholders join the pursuit of the “Possible” ? ? ? ? ?

15. The design research process needs to adapt to the ripple effect

16. by continually serving the creative curiosity of a growing group of stakeholders Different stakeholders will join the process at different stages Each stakeholder’s pre conceived notions need to be addressed with respect and patience Stakeholders are used to working within their expert domain and need communication in a language they can understand Design research is not about delivering a report. It involves a process of aligning people of different perspectives and ultimately developing a shared vision of an opportunity. This participatory process of discovering an opportunity is called “Co-Creation”

17. Co-creation requires a shift in mindset… especially for those who are used to prescriptive model of consulting

18. Co-creation requires A commitment to generating ideas through a dialogue with different stakeholders. Cultivating Empathy and containing Ego Respect for the ideas of people who are not trained in creative professions Ability to shift focus back and forth between observations and interpretations, insights and ideas. Ability to accommodate multiple interpretations of an observation Genuine curiosity for everyday people’s lives, opinions and dreams An eye for simple things that make a big difference to people Tolerance for ambiguity Patience for patterns to emerge during analysis and not forcing conclusions too quickly Ability to tell stories

19. ? Explore Discover Act Only time passes in a linear fashion in a co-creation process. Everything else has a ripple effect.

20. Discover Explore ? Explore Discover Act While following a sequential process of exploration, discovery and action, a co-creator must be prepared to generate insights, interpretations and actions through multiple engagements with stakeholders Discover Explore Discover Act Act

21. A glimpse into the practice of design research

22. ? ? ? Design research begins by questioning the question

23. ? ? ? Examples Original Question What is the future of instrument panel in the car? What will future refrigerator and cooktop look like? What is the future of whiteboards? What will my consumers pay for? Redefined Question What is the future of information in the car? What does the food journey look like and what are the opportunities to serve the needs of people at the refrigerator and cooktop? How is the relevance of vertical surfaces in work practices and how do they interact with other available surfaces? Where do people find value and why?

24. We help you identify opportunities to innovate, transform, and align your business with customer needs through co-creation. Act Act Explore Discover Explore Discover Exploration phase involves use of participatory research methods to tap into people’s life and dreams

25. Act Explore Discover The discovery process involves breaking observations, insights into records and then connecting the dots to find patterns, develop frameworks and stories that can inspire action.

26. Act Explore Discover Ideas only have value through implementation. As clients take insights from concept to market, a design researcher becomes the evangelist of everyday people in the client organization as they develop ideas and take them to the market.

27. WORKING WITH CLIENTS

28. ? Our clients come to us with different types of questions. For example….. ?

29. How does our new, disruptive technology fit into our customer’s lives?

30. How does the younger generation view the future?

31. What do different stakeholders want in the WebMD website?

32. Artromick •Innovating Mobile Computing and Med Server Carts Exploring ways in which acute care facilities use medical carts to define opportunities for the next generation of technology-infused medical carts How do acute care facilities use medical carts?

33. How do we inspire imagination at the point of purchase?

34. What are the information needs of K-12 stakeholders?

35. How do I get global teams to co-create a shared vision?

36. How do I get executives to understand our customers?

37. What do women want?

38. What is the future of information in cars?

39. What is the future of technology devices at home?

40. How do I innovate a new branded flavor?

41. How do we innovate new products along the food journey?

42. How do I grow my office products business?

43. How do I tap into the creative imagination of my vendors?

44. What is the future of the Windows OS?

45. What is the future of smart phones?

46. How do we design the presence of our company in the imagination of our customers?

47. FINALLY: YOUR OPPORTUNITIES • Very rarely do clients come to us looking for design research services • Their needs for research may be expressed as Ethnographic research, Market research, Product research, concept testing, usability studies, co-creation, etc. • In all of these situations they recognize that design researchers bring unique skill sets to the team.

48. FINALLY: YOUR OPPORTUNITIES • We studied a number of companies employing design researchers and how they position their servicers through their website. • We represented the diverse practices within which designers find meaningful employment through a diagram, “Where is our food” • Hopefully this diagram will help you align your aspirations with your opportunities. Innovation NPD Market Research Doblin Gravity Tank TNS Continuum Lunar Smart Strategy Design Jump McKinsey IDEO Conifer IFTF SonicRim Yankelovich Trending Humantific Co-Creation Transformation

49. THANKS