“ If I had asked people what they wanted, they would have said faster horses. ” - Henry Ford ?

1. “If I had asked people what they wanted, they would have said faster horses.” - Henry Ford ?

2. Qualitative InformationSynthesis & Analysis

3. Generative research synthesis/analysis • Methods • Generative Research • Participatory Design • Card sorting • Collage • Creative Toolkits • Design Workshops • Flexible Modeling • Synthesis / analysis • Brainstorm Graphic Org • Content Analysis • Elito Method • Personas • Value Opp Analysis • Weighted Matrix • Word Clouds • Prototyping • Bodystorming • Business origami • Design Charette • Experience Prototyping • Parallel Prototyping • Prototyping • Speed dating • Storyboards • Deliverables • Personas • Scenarios • Scenario Swimlanes • User Journey Maps

4. Generative research synthesis/analysis • Methods • Generative Research • Participatory Design • Card sorting • Collage • Creative Toolkits • Design Workshops • Flexible Modeling • Synthesis / analysis • Brainstorm Graphic Org • Content Analysis • Elito Method • Personas • Value Opp Analysis • Weighted Matrix • Word Clouds • Prototyping • Bodystorming • Business origami • Design Charette • Experience Prototyping • Parallel Prototyping • Prototyping • Speed dating • Storyboards • Deliverables • Personas • Scenarios • Scenario Swimlanes • User Journey Maps

5. Qualitative Information & Analysis • Qualitative vs Quantitative • Research / methods • Not mutually exclusive • Pros and cons of each

6. Qualitative Information & Analysis • Flexible yet systematic • Attractive nuisance • Codified common sense • Guidelines to possible approaches

7. Qualitative Analysis • Categories, themes • Counts, patterns, clusters, relationships • [see handout, Robson]

8. Content Analysis • Social science, analysis of newspapers • Radio, TV, ads, media studies, textbooks, speeches, diaries • Text + visual information

9. Content Analysis

10. Content Analysis • Word clouds

11. Content Analysis • Small samples: manual analysis by designer-researcher • Large samples • Software • e.g., Nvivo NVivo video overview • Professional help

12. Content Analysis Inductive • Go into information (data) to establish “codes” or coding scheme • Units of analysis, categories, themes • Use coding scheme to analyze data / information • Compare “Grounded Theory” (Glaser & Strauss 1967)

13. Content Analysis: Inductive Design Studies Survey

14. Content Analysis: Inductive Design Studies Survey Summary

15. Content Analysis Deductive • Pre-established codes or categories • May be from theories or frameworks • e.g., Car ad analysis (Grant)

16. Maslow’s Hierarchy of Needs 5. Self Actualization 4. Self Esteem 3. Belongingness 2. Safety 1. Physiological 5 4 3 2 1

17. Car ad analysis (Grant)

18. www.sportique.com

19. www.thegreasergarage.com

21. www.edmunds.com

22. Semiotics - Barthes • Linguistic message:“Panzani” denotes product, with “L’Italienne” connotes “Italianicity” • Coded iconic message: visual connotations, e.g., freshness, return from market, fishing net, still life, Italianicity - colors, Italian flag • Non-coded iconic message: Literal denotation of objects

23. Qualitative Synthesis & Analysis Design methods

24. ELITO Method Eli Blevis, ELITO = “Eli Toolbox”

25. ELITO Method Projected spreadsheet in five columns: • Observation What did you see, hear or read? • Judgment: What is your opinion of the observation? • Value: What values are at work? Deep motivations, positives • Concept/sketch: What can design do to solve the problem? • Key Metaphor: What is the memorable tagline for this story? Spreadsheet “logic lines” then printed for sorting, clustering, comments

26. Brainstorm Graphic Organizers • Sense-making frameworks to visually brainstorm information

27. Brainstorm Graphic Organizers: Webs: Themes and relationships

28. Brainstorm Graphic Organizers: Flows: Sequences of events

29. Brainstorm Graphic Organizers: Trees: Hierarchy, classification

30. Value Opportunity Analysis • Mapping connections between value based product qualities and audience

31. Value Opportunity Analysis

32. Weighted Matrix • Ranking potential design opportunities against key success criteria

33. Weighted Matrix

34. Importance – Difficulty Matrix ! !!! Importance

35. Importance – Difficulty Matrix ! !!! Importance

36. Importance – Difficulty Matrix $$$ Difficulty $ ! !!! Importance

37. Importance – Difficulty Matrix $$$ Luxury Strategic Difficulty Low Priority High Value $ ! !!! Importance

38. Sanders: 3 Paths for Analysis • Immersion for inspiration only • Light analysis “on the wall” • Heavy analysis with a database Sanders & Stappers (2012) Convivial Toolbox: Generative Research for the Front End of Design

39. Kolko: Exposing the Magic of Design • Chapter 6, Methods for Making Meaning out of Data • Externalizing data using visual design • Affinity diagramming • Flow diagramming

40. Generative research synthesis/analysis • Methods • Generative Research • Participatory Design • Card sorting • Collage • Creative Toolkits • Design Workshops • Flexible Modeling • Synthesis / analysis • Brainstorm Graphic Org • Content Analysis • Elito Method • Personas • Value Opp Analysis • Weighted Matrix • Word Clouds • Prototyping • Bodystorming • Business origami • Design Charette • Experience Prototyping • Parallel Prototyping • Prototyping • Speed dating • Storyboards • Deliverables • Personas • Scenarios • Scenario Swimlanes • User Journey Maps