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Week 9 - Service Design & Saving the World.

Updated: Sep 27, 2023

This is the last brief for this module, which is called 'society and purpose'. I've been really looking forward to this brief because I am very passionate about social change, so hopefully it will be as good as I hoped it to be.


For this week's brief, I will research methodologies to help identify a social / political / environmental / cultural problem, and then select and evaluate a campaign that resonates with me.



STUDIO PRACTICE PDF //

Based on my feedback from my last module, I have decided to put a little my thought into the design of my presentation.


I liked the idea of playing with the theme of 'History and Futures' literally, which reminded me of how the Dada movement reused existing imagery in order to make something new and within a different context. Expressive layouts do not come natural to me, so it is going to be interesting to see how this turns out.

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Alta California

Characteristics of Dada:

  • Rejected traditional definitions of art

  • Collage, assemblage, and mass produced everyday objects.

  • A negative reaction to horrors of the war

  • Satirical

  • Minimalistic production techniques

  • Everyday materials such as paper

  • Primary colours

  • Variety of typefaces

  • Layering and textured

  • bold and energetic

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Marcel Duchamp, 1953

Above is a screen print for the DADA exhibition by Marcel Duchamp, which were given to the public crumbled up in a bin and thrown away before leaving the exhibition. The exhibition catalogue displays blocks of text as a staircase design with the exhibition announcement overlapped in orange. I really like how dynamic this design is, however, I am not sure whether having blocks of text sideways would work as a presentation - unless it was a selection of references or a table of contents.



How can you be a dadaist in the 21st century?

Memes are part of the modern dada movement because imagery acts as a template that frequently changes in context - it's reused for a different purpose.


Another form of Dadaism is something I saw during one of my BA lectures, which I think was about semiotics and advertising. Thomas J Barratt was the first person to place art into the commercial world, which was achieved through using Sir John Everett Millais' painting 'Bubbles' to sell Pears soap in 1887. It is safe to say that this was before Dadaism, but perhaps this anti-art movement was inspired by this as it broke boundaries between art and the commercial world.

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No 98: Pears soap Bubbles poster

David Carson

David Carson is the modern face of Dada movement.

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How could I incorporate Dada into my PDF?

  • Maybe I could reuse imagery from week 1 and produce a whole alphabet based on borrowed typefaces. I also think this would be a good way to reflect what I have learnt into my presentation.

  • Layout needs to change for each brief and their context needs to be reflected in to layout.

  • Produce presentation physically and scan it through as a pdf. If I do not get a printer before the deadline, the alternative would be to have a digitalised newsprint texture as a background.

  • Need to make it legible without moving too far from Dadaism.

  • Layer over my old presentation from my old module - would go with my theme of reusing the old to create something new. Would make sure people recognise the old as background only, which could be attached through opacity, overlapping, crossing out or cutting it up into pieces.

  • Screenshot of blog post - cutting up into simplified sentences.

  • Incorporate aspects of my projects into the layout of the PDF.

  • A mix between digital and the physical - adding to something that has been printed through handwriting or textures, or going over the physical with digital type.

  • Textures can be inspired by everyday life. For example the first brief was about fieldwork, so I could experiment with gravel textures.

  • Don't limit to the recommended 2-3 typefaces

  • Incorporate local elements into the layout such as material textures, map layout, typefaces or photography because this module has been very focused on local research.

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Potential grid layout for PDF (black lines)

Below is a screenshot of what my PDF currently looks like. I was going to experiment with the layout but Im wandering whether this would be a good texture element to it.

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During my tutorial, we talked about how to create a balance between functionality and Dada, and concluded that it would be best to use Dada in my chapter openings and use a clean grid to present 12 weeks of work.


Below is a preview of my PDF so far.

I included the side projects in week 4 because some of the research I was doing influenced that project and I wanted to show how I interacted with other students during this project.



RESEARCH //

Lecture

  • Service design was first introduced at the Koln International School of Design in 1991, which looked at improving the interaction between service provider and customers.

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Service Design involves different disciplines

5 principles

  1. User Centred: Putting the customer at the centre of the design. Needs to consider consumer habits, culture, social context and motivation - be aware there is more than one customer group.

  2. Co-Creative: collaboration in the service design process, which involves idea generation, prototyping and manufacture.

  3. Sequencing: visualising the service through a series of actions. Considering the consumer journey and planning how the narrative of the service will be curated: prototyping, setting up the stage, advertising, etc.

  4. Evidencing: visualising intangible services through physical objects. Souvenirs or small objects can trigger the memory of positive service moments and enhances customer perceptions of the service they have received. One example of this would be written notes made from software tutorials or photographs of university experiences. Other formats include bills, mail, emails, brochures, and signs but you need to make sure these formats are desirable to consumers.

  5. Holistic: where surroundings / environment is considered. Predicting the senses of customer surrounding allow you to enhance or improve the service. For example, a city hotel would need to invest in sound proof windows and provide customers with navigation to find the hotel.


Keywords

Persona - a specific type of customer

Customer Journey Map - shows best and worst parts of a customer's experience.

Service Blueprinting - allows you to understand a customer from a more holistic viewpoint.


The Liverpool Project

The Liverpool project involved teaching first aid to gangs involved in knife crime at Liverpool's Aintree Hospital in 2012. Many students in the city aged between 11-17 had either been stabbed or seen someone else get stabbed. I love how both class systems come together - most medical students come from middle class families, so it is interesting to see how they gain perspective on difficult situations. Since then, this project has expanded into a charity group and medical students continue to volunteer.

I think this is a very effective way to communicate the importance of first aid because it is being put into context. I briefly learnt first aid during girl guide clubs but I wasn't told what kind of situations I could apply these skills in real life. I grew up in a rough area, but luckily it was only known for illegal drug use and I was based in a town rather than a city. I also think this is very relevant for today because even though lockdowns have decreased crime rates, its essential to contribute towards the NHS as it reduces recovery time.


Avante-garde movements

The invention of the printing press allowed activists to cheaply mass produce information. I wonder what kind of publications there were for the slavery abolition activists?

The futurist movement activists created disruption and used publicity to advertise their movement - saving money on their own production whilst reaching a larger audience. The group's desire was to raise money for the House of Work that supported the city's poor and unemployed. Wouldn't Futurists look down on the unemployed because the movement is all about progress or do they do something the solve the problems?

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Marxism blamed the system for making the poor poorer. Marxism was developed by Karl Marx, which looks at the exploitative nature of the capitalist employment relationship. Perhaps I should have looked at Marist aesthetics for last week's book design because this sounds a lot like how capitalists exploited slaves. Another example of this would be child labour and sweatshops. Ian Hunt, the director of the Centre for Applied Philosophy at the Flinders University of Southern Australia, believes Marx and his insights to still have a place within contemporary society; Class struggle is still everywhere and as long as there are capitalists, the ideology will still be relevant especially during 2020's pandemic influencing economic decline.


Additionally, Marxism has been present in the Labor Party ever since its inception in 1900 as the Marxist Social Democratic Party and social groupings helped set up the Labor Party. The socialist aim of replacing capitalism with a publicly owned economy was in place until Tony Blaire abolished it in 1995.


Bearing in mind I am not loyal to a specific political party (depends on whether the manifesto and current events taking place), I decided to investigate more on how this party in particular has formed. There is one thing I've wondered - for people that are loyal to a party, do they even look at the changing manifestos or do they base their vote on traditional values of the party?

  • Tony describes the Labour Party as a cause rather than being a political leader, which the Conservatives have always found to be successful at.

  • He created the new labour when he was in power but now returning to old values. Party misreads its own history.

  • Labour won after the war when the people needed them. so does this party only look appealing during a crisis when everyone is effected? Will people vote labour in 2024? Or has the current events demonstrated the perseverance of the current party? Has the current party adopted marxist values during the pandemic and if so will this continue?

  • Policies are not looked at as individual. Once all these promises are put together, it doesn't look credible to someone that is worse off. Would you rather vote for someone that has ambition or realism? Isn't it better to have more plans than not enough? Or maybe is it better to bluntly say ' I will do at least five of these ten things within the 4 year plan'.

  • He mentions there are different levels of the left side of politics; the very far left is unpopular to the public. It would be interesting to visually see this on a chart and seeing what that means in terms of value. Would the far left be seen as extremism or communism? If this is the cause, would far right be a form of fascism? Is there anything in-between these parties to create a balance?

Communism ------- Labour Party ---- ? ----- Conservative Party -------- Fascism

  • Irony between this need for immigration to look after the ageing population and a generation of people that is hesitant around migrants. I think Brexit and the Independence / UK reform Party have widened this conflict.


This was interesting to listen to and possibly the most interested I've ever been for politics, however, I suppose you would need to have some form of awareness in the world of politics in order to solve or predict social problems.


That brings up another good point, Tony mentioned how you need power to make a change, which contradicts the Marxist idea of going against power; however, it is through social movements such as first things first that has made a large impact on people's perspectives. Wouldn't it be interesting to see the Labour and Conservative Parties as visual movements? And would this communicate with people that aren't normally interested in politics; apart from the colour scheme, the parties visually look the same and this is tedious? And are there any creatives in politics apart from Churchill? Could Churchill's calm landscape paintings visually represent the stability values within the Conservative party? Could posters collected from the times Labour and Conservatives were Prime Minister, and would this conclude the party authentic?


I understand that social movements symbolise the change in people's perception and the need for something to change in the system, however, I am curious to know whether other political parties are formed through these movements and whether I could predict the next party to form.


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William Hogarth campaigned against the uncontrolled production of cheap gin through a painting call Gin Lane. This culminated the Gin Act of 1751. This British engraver often use satire in his work, combining humour and illustration to communicate with the illiterate working class.


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In 1910, Mexico entered a 10 year revolution between rich and poor, end the exploitation of workers. The Mexican mural renaissance movement that communicated to 90% of the illiterate population. Diego Rivera was figurative. Murals was used as a format because it meant the art statement belonged to everyone.


Peter Kennard creates photo montages to inform the horrors of the world such as inequality, injustice, war, and climate change. He was originally trained as a painter, however, during the Vietnam War he turned to photomontage to express his activism.



This is Service Design Thinking

What is Service Design?

  • Experience through various mediums

  • A design of systems and processes

  • A way to understand customer needs

  • Improving existing services or/and create new ones

  • Focusing on humans rather than organisations

Marketing

  • Marketing involves understanding what influences people to buy, how they make decisions and how different contextual factors can shape consumer behaviour.

  • Developing strategies through quantitive, qualitative and ethnographic methods.


Who are these Service Designers?

Fields of service design include Product design, graphic design, interaction design, Social Design, Strategic Management, Operation Management and Design Ethnography.

  • Product Design: No longer restricted to form, function, material and production. Focused on interaction between people and technology, and products act as the platforms. Hybrid products are products where the service has been designed as an inseparable part of the product, like Apple's iPod and iTunes product package.

Design research has thus moved away from experiential design, such as just observing people using the product, into more generative approaches to product development here enquiries are conducted by design researchers to generate ideas or to uncover new product development opportunities at the starting phase of the design process.

  • Graphic Design: It is important to know the customer group's language. Buro uebele from Stuttgart developed a signage system for the Stuttgart Trade Fair. For visitors of different nationalities, guiding them to the right place. Makes the walk feel shorter through entertaining design.

  • Interaction Design: Self-service, coproduction and social networks are examples of the design of interactions in products and services. Desirability requires collaboration, and needs to be a mix of utility, usability and pleasurability. Utility is about what the service does and whether it is working at a functional level. Usability is about how easy it is to use the service - prototyping can be used to adjust usability. Pleasurabilityis about how the service makes the user feels, looks and how it physically interacts with you.

  • Social design: Justin Kemerling wrote a 2010 feature for DesignObserver. ColaLife Cast study looks at utilising their global distribution channels to get medical equipment to dying children in Africa - marketing through social media channels and uniting participants of different skillsets.

  • Strategic management Corporate strategy- Michael Porter's 5 forces model shaped company strategies. Business strategy- Porter's generic strategies model. Operational strategy - Porter's Value Chain Analysis. Blue Ocean Strategies

  • Operations management is concerned with the design management and the improvement of the processes through which an organisation's products and services are delivered. Ted Levitt's 1972 production line approach to services is an early example of the OM approach.

  • Design Ethnographics aims at understanding the future users of a design by looking at everyday lives and experiences of target audiences, which gives the designer understanding of their motivations, concerns, dreams and practices. Offers a bridge between service users, service providers and service designers - Co-Create principle.


How does design work? Methods and tools

  • Iterative process: exploration, creation, reflection and implementation. Follows the Double Diamond approach. Discover / exploration- understanding the culture and goals of the company. It is important to know different viewpoints from customers, staff, managers oe competitors on a certain problem. Creation / Concept design - visualising new ideas and finding as many mistakes as possible (reflection). Prototype /Reflection - building on the ideas from previous creation stage and visualising these concepts. Implementation - change management and putting ideas into action.

  • AT-ONE approach - assisting project teams during the early phases of the service design process. Differences between products and services, and user experience focus. Run as a series of workshops A (Actor networks), T (touchpoint between customer and service), O (what the service is Offering), N (the Needs the service satisfies), and E (Experience the service give the customer).


What are the tools of Service Design?

  • Stakeholder Maps - Various groups involved with a particular service (staff, customers, or partner organisations). Gain an understanding of shared interests.

  • Service Safaris - Exploring examples of good and bad service experiences by asking people to record their experiences within the same sector.

  • Shadowing - ethnographic research into the lives of customers, front-line staff and people behind the scenes. Identifying moments where problems occur and developing a holistic view of how the service is operating.

  • Customer Journey Maps - Visualisation of service user's experience in order to construct a 'journey' behind their experience.

  • Contextual Interviews - Interviews that take place within the service environment, allowing observation of behaviour. Helps participants remember more details compared to a different environment.

  • The 5 Whys - Uncovering customer motivations. and gaining an understanding of issues. 1.Why does it take so long to serve a customer? 2.Why is there always a queue of people at lunchtime? 3.Why do we not have enough staff to cope with busy periods? 4.Why is there not enough room for more staff? 5.Why is there so much equipment around? Each question is triggered by the previous answer.

  • Cultural probes - probes allow insights to be generated without the researcher being present. Prompt people to note down daily activities and thoughts by providing them with a structural notebook, maps and postcards. Gain an understanding of beliefs and desires and overcoming cultural boundaries.

  • Mobile Ethnography- Researcher isn't present and participants choose the structure of the research themselves with audio, text or photo/video. Conducted in any environment. Reveals insight into staff processes, experiences and opinions.

  • A DAY IN THE LIFE - Ask participants to note down their individual activities during a specific day in the previous week.

  • Expectation Maps- charting what customers expect when they interact with a specific service. Allows current service to spend more attention in specific areas and gain an understanding on where customers receive the most problems in their service.

  • Personas- fictional profiles to represent a particular group. Developed through research insights gathered from stakeholder maps, shadowing, interviews and the like (I assume this is social media).

  • Idea generation- Brainstorming sessions used to stimulate group discussions. Mind-mapping, SWOT analysis and Six Thinking Hats are ideation techniques.

  • What If - Presenting people with a hypothetical situation on how their service would be affected by changes taking place at the technological, societal or cultural level. Helps prepare for problems before the service comes out.

  • Design Scenarios - Hypothetical stories about the current service presented using text, storyboards or videos that are specific to a persona. Helps create discussion on hat is working in the service. How does this differ from the 'what if' strategy?

  • Storyboards - visualises a sequence of events and enable designers to put themselves in the shoes of the customers. Gain insights into user experience being depicted, proving discussion of potential customers or designers on what works and what doesn't.

  • Desktop Walkthrough- 3D model of service environment, acting out common scenarios and develop prototypes.

  • Service Prototypes- simulation of a service experience through role-play conversations or recreations. Mock-up of the service is created, testing ideas and gaining feedback.

  • Service Staging- acting out scenarios and prototypes in a situation. One person may serve as the 'director' making suggestions to solve problems in the service interaction. Understanding real-world situations.

  • Agile Development- A iterative method that allows the project to grow and develop over time by adapting to evolving needs.

  • Story telling - Sharing insights and new service concepts.

  • Service Blueprints - Details individual aspects within the service, from customer contact to behind the scenes. collaborate with various departments (co-creation). Ideas can be formed and helps gain a clear idea of the service delivery.

  • Service Role Play- Drama techniques or interactive training experiences that contribute to the improvement of the service experience or customer needs. Acting out situations where they might interact with a customer.

  • Customer Lifecycle Maps- A holistic visualisation of a customer's overall relationship with a service provider. Customer journeys from first interaction to when they stop using the service, helps understand why their interaction from the service might cease and adapt the service to changing desires.

  • Business Model Canvas- COLLABORATION. Allows different departments to focus on their aims and use the SWOT analysis tool.


4. Applied Service Design

  • DesignThinkers developed the Customer Journey LAB to build a culture of trust and adaptability, building a relationship with the customer and maintaining a competitive edge. Context or stakeholder mapping was a tool used to set up the Customer Journey LAB environment, proved that NL Agency didn't penalise the customer in their way of thinking. They also used Personas and Emotional Customer Journey mapping, which creates an insight into customer needs, perceptions, experience and motivations - they start the map before the customer decides to use the service. Indexing the Priority Grid. Solution mapping.

  • UPMC and Carnegie Mellon University - healthcare system. Improving waiting time and work flow for staff by interviewing patients and staff and gaining insight into the problem. A service blueprint was used to map typical patient visits and saw patients not interacting with the service during their waiting time - opportunities to design new interactions to engage with patients and support staff. Experience cards (what if scenarios) were used to help patients imagine different clinic experiences, informing concept generation. Visualised the patient journey and overlaid the emotions and needs of the patient and their family. As a result, chairs were moved in the waiting roo to make room for wheelchair users. Empowered staff to focus on patient experience and develop solutions themselves.



TedTalk by Carol A.Wells

Carol A. Wells is a Founder and Executive Director of CSPG (Centre for the Study of Political Graphics). She has an MA in Art History at UCLA and looks at writing for political poster art.

  • Posters incompetition with image pollution.

  • Reusing imagery and changing the context - reminds me of a movement and Peter Kennard.

  • NewYork iPod posters with Iraq poster.

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Bruce Gilbert “iRaq” 2004, silkscreen

These posters were created to remind the public that 'we are at war'. The yellow poster uses an image of an Abu Ghraib prisoner of the US military being tortured and humiliated. This was created to start a conversation regarding the American military being based in Iraq, and to claim back focus from everyday consumerism that distracts us from these issues - its a bit like our annual minute silence where we are being forced to stop our everyday lives to reflect, however, these posters are encouraging conversation rather than silence and the vagueness of the imagery makes me want to enquire further into the what the subject is about. As far as the ritual minute silence goes, I think there should be more than a poppy badge because the younger generation might feel disconnected from the event because all they get told is to remember for a minute - who are they remembering besides something they vaguely listened to in a history class (these feel like stories rather than real people)? And how many wars are we mourning? How aware are we of current wars?


Martha Rosler is a political artist that uses photography and video, as well as installations, sculptures, performance and digital media for mediums.

The first image is 'house beautiful:bringing the war home', which shows the Vietnam war during the 70s contrasting with an interior photo from Life Magazine. The war in Iraq motivated Martha Rosler to counterpose the reality of war with our consumer lifestyle, ' photo-op, 2004'. And the last piece is called 'point n'shoot', which contrasts with her other work because photoshop has been used. The background text are the list of names of people of colour who have been killed by the police in recent years, and the front text is a quote by Trump during the 2016 Republican primaries: "I could stand in the middle of Fifth Avenue and shoot somebody and I wouldn't lose any voters, OK?".

I'm not too sure how relevant this is but recently I found a conspiracy theory regarding a film and thought it was interesting how fast fake news spreads, how long they can last and how these political stories are created in the first place. This particular theory was created in 2015 as a social experiment by Luciano Gonzalez, which he soon explained to be fake; however, his first post was shared more than his second. The purpose of this was to prove that false news spreads faster than the truth. Even when there are articles disproving this theory, people are still sharing the fake news.


The theory was that the old photo below is imagery of Jewish children being tested on by Nazi scientists and these helmets were there to test whether they were effective against poisonous gases. As you can see, they very much resemble the Disney cartoons 'minions', who serve under a villain with a German accent. However, it has been proven these were 1908 submarine helmets for the British Royal Navy.


I think this shows how naive we are about the information we receive and how little we know about our history. Maybe it was more believable because it was mixed into our consumerist lifestyle; minions are iconic characters that are loved by different ages and can be seen on millions of products? It's a bit like how the Apple Ads were used to be associated with the Iraq War.

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I enjoyed looking at how political news of any sort (even if it's false) can bring people's attention when it interrupts or becomes part of everyone's consumerist lifestyle. This also reminds me of last's week's research regarding the slave trade and how the British public started vandalising statues (and taking them down at one point) when they found out that everything built was most likely influenced by the profits being made by slavery - it is part of their everyday life and this information is disruptive. Unlike the Iraq posters, this information cannot go away and the only way to get around it is by creating more awareness when we visit anything that is dedicated to a slave trader.

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Shepard Fairy Hope poster influenced aesthetic of graphic design.


Imagery is usually forgotten but by reusing them, it stays in the mind. I am interested in the psychology behind political posters. Dr. Robert Cialdini developed the '6 principles of persuasion'.

  • Reciprocity - to make someone feel obligated to match or repay the behaviours and gifts they receive from others. Take the 'remember your first thrill of American liberty poster' for example, immigrants are being reminded of what the nation has done for them and makes it sound that the funding of the war the least they could do in return. Doesn't really give people the option to refuse when 'your duty' is in capitals and suggests a moral responsibility.

  • Scarcity- is the idea that people want more when they have less of something. The second poster explains the scarcity of good medical care, which creates fear but also highlights the importance of being able to handle your own injuries. I think this is very relevant with today's healthcare at the moment because during the pandemic it is important to limit visits to the hospital and see what measures we need to take in order to avoid catching the virus. The image below is part of a campaign presenting three simple stages: stay home (action), protect the NHS (reason) and Save Lives (impact of action). Compared to the 1943 poster, this gives gives the individual power because they are being told the end result of their actions, and the resemblance of emergency tape places emphasis on the intensity of the situation which is being repeated through the use of colour in the imagery. The imagery itself is very off-putting, you wouldn't want to go into the hospital if you see the amount of precautions being made and it places emphasis on how present the virus is within hospital walls.

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  • Authority- people are more likely to listen to sources they respect or view as experts. Take the image above as an example, logos have been used to show who the message is from and gives people a sense of trust in the information provided.

  • Consistency- is the idea that people like to remain resolute with the things they have said or done in the past. The 'we can do it' poster encouraged women who were ready working in factories to work harder. The iconic figure is being reused for today's feminists because the message resonated so much with people. Hillary used this icon in her campaign because there has never been a woman president and this was her way of saying that women can do a man's job, which I think having to repeat a feminist message from the past acts as a statement of the need for the nation step forward into the 21st century attitude.

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Another symbolism of empowerment has become Wall Street's 'Fearless Girl' made out of bronze, which was created as a campaign for international women's day. The Bull symbolises the American stock market (bull market) and business, which was created by Arturo Di Modica during the stock market crash in 1987 because he wanted to inspire people to carry on through hard times. The fearless girl was placed in 2017 by Kristen Visbal next to the bull, which villainised the bull and symbolised the idea of young women standing up to power.


Due to the bull being of male gender, this scene looks a bit like the battle of the sexes. If this were the case, the size difference between the two would convey the power difference in terms of job position because it was suggested in the D & AD video how American women are rarely the top position of any profession. This is also relevant for American presidency, and I find it interesting how this was created a less than a year after Hiliary lost the election- a message to stay strong in the face of gender hierarchy. Additionally, before Hilliary's election results, the second woman prime minister was elected in the UK, so this was definitely a year were people were routing for women and I think most people in the UK were excited at the idea of two woman allies (UK and America).

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  • Liking- people tend to agree with the opinions of people they like. 'Women of Britain say go' used imagery of wives to encourage men to enlist; men would be motivated to enlist before their wives speak to them about it because they care what their wives think of them. Another example would be imagery of children asking their grandpa what they did in the war.

  • Consensus- People are likely to agree with something if it is in line with what the broader group believes. For example, during elections many fellow students were talking about the Green or Labour manifesto and many conservative students are seen as those with privileged backgrounds. I find it weird how the three main parties tell us to 'not waste our vote' because they know the smaller parties never win the majority; a very manipulative way of achieving more votes. I wonder what would happen if no-one listened to these suggestions?


WORKSHOP CHALLENGE //

This week, I am going to research 3 User-Centred Design Tools or Processes and write 100 words on how my chosen process can be used to discover an insight: customer journey maps, service safaris, cultural probe, double diamond, a day in the life, etc.

Then I will research an existing campaign or service design project and write 300 words with screen grabs to summarise my research findings.


IDEO:

  • IDEO is a global design company that uses human-centred design to create products, services, experiences and social enterprises.

  • Mark Jones from IDEO says the design process begins with understanding the product's context of use, and observation of users' experiences by moving into the field to observe users and how they interact with the product.

  • Change by Design by IDEO Tim Brown. The concept of T-shaped people was introduced by IDEO, which means professionals that have a deep expertise in a given field and a broad understanding of other fields.


The Field Guide to Human Centred Design

IDEO uses three phases: which are Inspiration, Ideation and Implementation.

Inspiration is where you understand your audience through observation and research. Ideation is the generation of ideas. And Implementation is bringing the solution to life and find out the processes involved.

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I really like how they have simplified the process

Interview technique was used when the IDEO worked with the World Bank's Consultative Group to Assist the Poor in 2012 . Interviews concluded that low income Mexicans were not saving in banks, instead stored their savings in other ways.


I was very interested in the Conversation Starter technique because as an introverted person I have trouble starting a conversation - my undergraduate degree has definitely made me less introverted but lack of interaction during lockdown has made me out of practise. This method is a good way of making people feel comfortable before or during an interview as well as learning more about the person's attitude about the subject. Perhaps I could talk to my old employer about this method because she has created a role-play business that informs people on how they come across to other people and techniques they could use to improve this. For example, during my taster session the actor was teaching me how to make a conversation less passive through follow-up questions and identifying what you might have uncommon with the other individual. Im not sure if the technique I have used for everyday conversation could be applied to interviews.


Questions to ask my old employer:

  1. I am aware you and your team of actors use specific techniques during your sessions. When I did my session a few years ago, I noticed the Conversation Starter technique was used before the role-play, what are your reasonings for this?

  2. And when you are doing role-play interviews, as the person interviewing, do you have any advice for me? And have you ever played the role of the employee and gave pointers to people that are training to curate the interviews?

I am aware that this might be giving away the business's secret formula. Perhaps in return I could offer to do a few social media designs like I use to do, or perhaps the idea of role-playing for the curators would be a valuable business idea for them because they already act as patients for doctors in training.


Immersion - I think Ethnographical research is a bit tricky to do during the pandemic, unless I was to self isolate, get tested and move into the environment for a long period. I suppose if it were within a working environment, I would need to keep a safe distance and make sure I don't interrupt the workflow. I wonder how you would note things down if you were working to blend into the environment.


Peer Observing Peers - This method tackles the barriers of talking about sensitive topics such as social and gender dynamics because people aren't as open, however, allowing them to create something requires no words and you can see how they think. One technique involves collage, which allows people to make something and explain what it means to them and acts as a springboard for further research/conversation - gives you an idea on what they value, themes and needs and how they think.


pg 71


DK&A:

Hope to Nope Expedition in the Design Museum. Spin-off exhibition at Pope's Road after scandal.




Campaign

Based on my research, I am interested on how political campaigns interact and can disrupt the everyday environment. I am particularly keen to find out how social campaigns have influenced the formation of political parties. However, I think it is best not to inclusively focus on the politic specific campaigns because I am interested in seeing other projects that interact with public space.


Conscious Crossing

I think this has to be my favourite one because it reminds me of last module when I was exploring ways of incorporating the fun theory into my everyday environment and help people notice their surroundings more. By placing these moveable gates near the railway, people will switch to a conscious mindset and become more cautious with their environment. And because this gate can be altered by the public, a padestian's brain will never be able to process a repetitive pattern that creates the unconscious roadmap


The Punishing Signal


Carbon Tile

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REFLECTION //

In my research, I enjoyed looking at how political news of any sort (even if it's false) can bring people's attention when it interrupts or becomes part of everyone's consumerist lifestyle or the landscape we live in. As humans, the fast pace of our new lifestyles have made us self-absorbed, so we only pay attention to an issue nearest to us or if it is acting as an obstacle for us.


I also looked into the principles of persuasion and analyse how the campaign 'stay home, protect the NHS, save lives' campaign was using the scarcity principle to not only scare but to also empower people because they are being told what there actions will led toward.



RESOURCES //

Studio Practice PDF

Research




Ideas Wall

Things I've looked at


Workshop Challenge


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