DESIGN THINKINGcsweb.wooster.edu/dguarnera/cs320/resources/lectures/... · 1 day ago · DESIGN RESEARCH VS MARKET RESEARCH DESIGN RESEARCH •What people really need and how they

THE DESIGN OF EVERYDAY THINGS CHAPTER 6

DESIGN THINKING

BY DON NORMAN

Presenter: Aimee Ouyang

10/06/2020DOET chapter 6 1

When you are solving a problem,

how do you know you

solved the correct one?


E.G. DESIGN A BETTER PAPER AIRPLANE


Design a paper airplane,

but it is NOT better.

https://www.youtube.com/watch?v=t2ABGHKCMoY

DESIGN THINKING

• Determine what basic, fundamental (root) issue needs to be addressed (five why?)

• Consider a wide range of potential solutions

• Converge upon their proposal


E.G. DESIGN A BETTER PAPER AIRPLANE

• Why the last one is bad?

• Why did the last one crashed after

3m?

• Why it is too light?

• Why it is made of one piece of paper?

• Because the last one crashed after 3m.

• Because it is too light.

• Because it is made of one piece of

paper.

• I don’t know.


ORIGINAL NEW DESIGN


http://poweruptoys.zendesk.com/hc/en-us/articles/205749419 http://www.daviddarling.info/childrens_encyclopedia/flight_Chapter3.html

TWO OF THE POWERFUL TOOLS

OF DESIGN THINKING

• Double-diamond diverge-converge model of design

• Human-centered design



DOUBLE-DIAMOND MODEL OF DESIGN


Discover Define Develop Deliver

HUMAN-CENTERED DESIGN (HCD)

• To solve the problem --- in a way

that meets human needs and

capabilities

• Iterate through the four stages


WHEN DOES THE PROCESS END?

• Schedule and cost

• Usually appear in the last twenty-four hours before the deadline (like writing)


OBSERVATION

• Who? • Customers --- intended market


Japanese girls Japanese women French women

https://guestofaguest.com/paris/fashion/french-girls-

to-make-you-rethink-everything-youre-doing-this-fall

https://jp.greatlove.how/report/1422694514686/https://tokyogirlsupdate.com/animejapan-2018-

cosplayers-02-201803137998.html

OBSERVATION

• Who?

• Where?

• What?

• Customers --- intended market and people for whom the

product is intended

• In their natural environment

(e.g. Follow them into the shower)

• Activities they performed


https://llifs.com.au/blog/thinking-different-is-what-makes-our-field-so-great/

https://llifs.com.au/blog/thinking-different-is-what-makes-our-field-so-great/

DESIGN RESEARCH VS MARKET RESEARCH

DESIGN RESEARCH

• What people really need and how

they actually will use the product

• Qualitative observational methods

• Only examine small numbers of

people

MARKET RESEARCH

• What people will buy

• Largescale, quantitative studies

• Examine large numbers of people.


WHICH ONE IS BETTER?

• Customer research is a tradeoff,

we need both.

• Designers understand what people

really need.

• Marketing understands what people

actually buy.


MacBook

https://www.apple.com/shop/buy-mac/macbook-pro/16-inch-silver-2.3ghz-8-core-processor-1tb

IDEA GENERATION

• Generate numerous ideas

• Be creative without regard for constraints

• Question everything


http://annedurrance.blogspot.com/2011/03/gravity-thank-you-sir-isaac-for.html

PROTOTYPING

• Wizard of OZ

• If the target population is already using something related to the new product,

that can be considered

a prototype

10/06/2020DOET chapter 6 17www.diatomenterprises.com

TESTING

• Who? Target population

• If the device is normally used by one person, test one person at a time. If it is

normally used by a group, test a group.

• When the study is over, get more detailed information about the people’s thought

processes

• Number? Five times in a row.



ACTIVITY-CENTERED VS HUMAN-CENTERED DESIGN

• If the product is intended for people all across the world? (e.g. cars)

• Focus on activities, not the individual person

• Let the activity define the product and its structure

• Why does this work?

• Because people’s activities across the world

tend to be similar.


https://www.forbes.com/sites/jimgorzelany/2019/07/23/here-are-the-coolest-new-cars-for-2020/


ON THE DIFFERENCES BETWEEN

TASKS AND ACTIVITIES



Drive to the market Pick the items you want to buy Checkout


https://www.mlive.com/news/kalamazoo/2020/04

/kalamazoo-farmers-market-will-open-for-drive-

thru-service-in-may.html

https://www.webstaurantstore.com/regency-green-18-

3-4-x-11-1-2-plastic-grocery-market-shopping-

basket/999MSB32LGN.html

https://expressdigest.com/end-of-the-line-for-the-supermarket-checkout/




https://www.mlive.com/news/kalamazoo/2020/04

/kalamazoo-farmers-market-will-open-for-drive-

thru-service-in-may.html

https://www.webstaurantstore.com/regency-green-18-

3-4-x-11-1-2-plastic-grocery-market-shopping-

basket/999MSB32LGN.html

https://expressdigest.com/end-of-the-line-for-the-supermarket-checkout/

Drive to the market Pick the items you want to buy Checkout

TASKS

• Lower-level structure

• Toward a single, low-level goal

ACTIVITIES

• High-level structure

• Toward a common high-level goal

• Hierarchical




THREE FUNDAMENTAL LEVELS

THAT CONTROL ACTIVITIES

• Be-goals: govern a person’s being

• Do-goals: determine the plans and actions to be

performed for an activity

• Motor-goal: specifies how the actions are performed


https://www.amazon.com/Music-Player-Classic-Generation-Packaged/dp/B07NW735Y6/ref=asc_df_B07NW735Y6/?tag=hyprod-20&linkCode=df0&hvadid=312087662844&hvpos=&hvnetw=g&hvrand=9108546689704336384&hvpone=&hvptwo=&hvqmt=&hvdev=c&hvdvcmdl=&hvlocint=&hvlocphy=9015535&hvtargid=pla-648825491991&psc=1

(e.g. IPod)

ITERATIVE DESIGN VS LINEAR STAGES

• Linear stages, also called waterfall model

• Gated methods

• The gate is a management review


https://www.toolshero.com/innovation/stage-gate-process-robert-cooper/

WHICH ONE IS BETTER?

ITERATIVE METHOD

• Early design phases of

a product

• Has difficulty scaling its

procedures to handle

large projects

DECISION GATES METHOD

• Give management much

better control over the process

• Take time to pass the gate

• Hard to scheduling all the

senior executives


Good

Bad

Iterative experimentation to refine the problem and the solution,

coupled with management reviews at the gates.


WHAT I JUST TOLD YOU? IT DOESN’T REALLY WORK

THAT WAY

• This is a wonderful plan, but it is not

realistic to follow it weeks after

weeks.

• Holidays?

• Out of budget?

• Design without those considerations.

https://naturalon.com/7-day-meal-plan-new-year-healthy-eating-infographic-2/

7-days

meal plan

DON NORMAN’S LAW OF PRODUCT DEVELOPMENT

•The day a product development process starts,

it is behind schedule and above budget.


THE DESIGN CHALLENGE

• Product development involves an incredible mix of disciplines

• Each part design based on their own consideration, may not fit for other

department.

• Solution: work as a team, every part has a representative, respect each other.

• Hard! (e.g. Language different, focus different)


PRODUCTS HAVE MULTIPLE,

CONFLICTING REQUIREMENTS

• Designers must please their clients, who are not always the end users.


https://www.mattressfirm.com/beautyrest/black-hybrid-plus-jennings-14.5-inch-plush-mattress/mfiV000066778.html

https://www.mattressfirm.com/sleepys/basic-8.25-inch-firm-innerspring-mattress/mfiV000111310.html

DESIGNING FOR SPECIAL PEOPLE

• Left handed people

10/06/2020DOET chapter 6 32www.sohu.com/a/354086517_652978

COMPLEXITY IS GOOD;

IT IS CONFUSION THAT IS BAD

• Probably not.

• Your desk is really messy, so your

parents “help” you tidy your desk.


https://sites.psu.edu/siowfa16/2016/10/14/whats-better-messy-or-clean/

STANDARDIZATION AND TECHNOLOGY

• Improvements come naturally through the

technology itself (e.g. the development of

computer)

• Standardization (e.g. the arrangement of

keyboard)


https://www.computerhope.com/issues/ch000984.htm

ESTABLISHING STANDARDS

• Debate – compromise (e.g. International date line)

• Hard

• Different standard language for different countries


http://www.primaryhomeworkhelp.co.uk/time/InternationalDateLine.html

WHY STANDARDS ARE NECESSARY:

A SIMPLE ILLUSTRATION


7:11

The Nonstandard Clock.

A STANDARD THAT TOOK SO LONG,

TECHNOLOGY OVERRAN IT

• E.g. Currency


Knife Money (https://americanhistory.si.edu/blog/call-spade-spade-or-coin)

https://en.wikipedia.org/w/index.php?title=United_States_one-dollar_bill&oldid=977870725

A STANDARD THAT NEVER CAUGHT ON: DIGITAL TIME

• E.g. Kelvin (K), Fahrenheit, Celsius

to measure temperature


https://studymaterialonline.com/solved-examples-on-celsius-kelvin-temperature-conversions-physics-assignments/

DELIBERATELY MAKING THINGS DIFFICULT

• For example,

• Secret locker,

• Abandon physical ability,

• Lack of a key component.


https://greentowing-losangeles.com/2018/04/17/how-to-push-a-car-safely-if-it-breaks-down/

https://familydoctor.org/ch

ild-safety-keeping-

medicines-out-of-reach/


DISCUSSION

• Is there anything you think there should be a standard?

• Which factor decide the standard?

• Game: Pass the Message

Why the phrase change at last? They are all

imitate from the first person.


https://www.jijipin.com/wenzhang/53966.html

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DESIGN THINKINGcsweb.wooster.edu/dguarnera/cs320/resources/lectures/... · 1 day ago · DESIGN RESEARCH VS MARKET RESEARCH DESIGN RESEARCH •What people really need and how they