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OVERVIEW

• Designing Design: MADS, BIG and Dangerous?

• Purpose as Worth

• Exposing Worth

• Expressing and Enhancing Worth

• Entangling Worth

• Summary

MADS, BIG and Dangerous?

MADS and BIG

MOST ABSTRACT DESIGN SITUATIONS• Are an extreme abstraction, an ideal type

• Most abstract possible structure of designing

• Four types of design choice, with associated design arenas (size can indicate balance)

• Infinite forms of co-ordination across arenas

• 2 way, 3 way, 4 way

• Connections to connections

• e.g., evaluation of usage as a connection artefact x beneficiary x purpose

• Any scale: can express scope of paradigms, episodes, approaches, resources

http://www.rspb.org.uk/Images/robin_master_tcm9-17658.jpg?width=530&crop=(444,478,1248,930) https://s-media-cache-ak0.pinimg.com/originals/86/f4/74/86f47409e072a9e71df8966917a20e26.jpg

ADS OVERVIEWS (ADSO)• ADSOs are (much) more concrete than MADS (snapshots)

• Summarise current scope (options, preferences, final/tentative choices) for each design arena and connections between them

• Beneficiaries: who? who not? what matters about them?• Artefacts: what is it? what form? what structure? which capabilities? which

features? which qualities? which materials? how expressed? Extent of implementation? Connections?

• Purpose: which benefits increased? (lost?), which costs and risks reduced? (increased?), balance of worth? Connections?

• Evaluations: what are planned? When? Extent of planning? Which completed? With what results? Connections?

• Need to understand more about when to form/assess an ADSO

HOW BIG IS OUR PROCESS SO FAR?

Dangerous?

Too Late!

HESKETT’S ORIGINS OF DESIGN OUTCOMES

Design: A Very Short Introduction(re-issued Toothpicks and Logos), pp. 5-6

“design outcomes …result from … decisions … Choice implies alternatives, … how ends can be achieved, and for whose advantage. … design is not only about initial decision or concepts by designers, but also about how these are implemented and by what means we can evaluate their ... benefit”

John Heskett 1937-2014

FOUR ARENAS FOR DESIGNING

Means: how … achieved through designed artefacts, how … implemented

Ends: what is chosen as design purposeBeneficiaries: for whose advantage,

choice not fact Evaluations: by what means …

evaluate ... benefit MEANS

ENDS

BENEFICIARIES

EVALUATIONS

Persistent

Created Constructed

Ephemeral

ARTEFACTS

PURPOSE

PURPOSE AS WORTH

WORTHAvoids confusion of value (worthwhile) and

values (worthy) as it covers both, includes costs and aversions too!

Concise Oxford English Dictionary: such as to justify or repay; deserving; bringing compensation for

Balance of positive and negative values ‘worth’ deserves, or brings compensation for … … whatever is invested in it:

money (repay) time, energy, commitment, passion, life (justify).

Worth motivates via net benefits

Cockton, G. 2006. Designing Worth is Worth Designing. NordiCHI 2006, 165-174.

WORTH-FOCUSED (WO-FO)• Focused: post-centric design

• Thinking about design purpose as intended worth

• Purpose cannot always be the focus of design

• Some activities are worth-focused, others aren’t• Artefact focused• Beneficiary focused• Evaluation focused• Integration focused

• Need to balance and integrate focus on worth with foci on all other design choices

• Design isn’t a shape, so it cannot have a centre

WORTH BEFORE WO-FO (1)

• Bentham’s Felicific Calculus (1789)• Copied from Wikipedia• an algorithm formulated by utilitarian philosopher Jeremy Bentham for

calculating how much pleasure a specific action is likely to cause• also known as the utility/hedonistic/hedonic calculus

• units of measurements used in felicific calculus may be termed hedons and dolors (similar to the utilitarian posends and negends)

• Focused on hedonic experience, similar models in Rational Choice Theory underpin (failed) classical economics

• If someone wants to calculate balance of benefits over costs, let them (but on someone else’s project)

• Balance of worth is an evolving collaborative long term achievement

• Only partly a matter of project team judgment• Mostly what is achieved at/after release, by revisions and appropriation

WORTH BEFORE WO-FO (2)

• Outcome-Driven Innovation (ODI: Ulwick 2002, 2005) • copied from Wikipedia, • ODI attempts to identify important but poorly served, and unimportant but

over-served, jobs and outcomes. • Clayton Christensen: "jobs to be done“, "outcomes that customers are

seeking"• ODI focuses on customer-desired outcome rather than demographic

profile in order to segment markets and offer well-targeted products• ODI takes Voice of the Customer (VOC) a step further by focusing on jobs-

to-be-done (Purpose) rather than product improvements (Artefact)• should find out what customers’ ultimate output goal is: what they want

the product or service to do for them, not how it should do it• opportunity algorithm formula (value, not worth focused)

• : Importance + (Importance-Satisfaction) = Opportunity. • Customers use 1-to-10 scale to quantify importance of each desired

outcome and degree to which it is currently satisfied

OUTCOMES VS MEANING & EXPERIENCES

• Phenomenological HCI (e.g., Dourish, Sengers) – interaction as meaning making

• Positive and negative value are specific but very important form of meaning, supports design focus

• User experiences form during interaction, and precede and follow it: expectations and perceived outcomes

• Balance of worth for IxD is balance of worth for experiences and outcomes• Achieved worth in IxD (also Service, Interior etc.) is balance of balances of benefits over costs and risks for (1) experiences and (2) outcomes

Exposing Worth

FOUR INQUISTIVE APPROACHES TO PURPOSE

AS WORTH

1. ALL YOU CAN EAT SECONDARY

SOURCES

SENSE-MAKING FOR WORTH46m hits on Google for “Lists of Needs and Wants”

A lot of opinion out there on what people really need and want e.g. Centre for Non-Violent Communication http://www.cnvc.org/en/learn-online/needs-list/needs-inventory

Interaction Design Researchers to watch: Socio-digital systems group (Microsoft Cambridge) Batya Friedman and colleagues (Univ. Washington) Chris Le Dantec, Susan Wyche and other (ex-) Georgia Tech

researchers

Other key secondary informative resources Kahle’s LOV (simplification of Rokeach’s 18 Instrumental and 18 terminal

values) Stanford VALS Herzberg 2 factor theory

Plus something for those allergic to theory…

KAHLE’S LIST OF VALUES (LOV)

1. Security

2. Fun and Enjoyment

3. Excitement

4. Self respect

5. Sense of accomplishment

6. Self Fulfilment

7. Warm relationships with others

8. Sense of belonging

9. Being well respected

VALS: VALUES, ATTITUDES AND LIFE STYLES (STANFORD, MACRO SEGMENTATION OF BENEFICIARIES)

www.mybusinesscareer.com/HF/Peter/ResTree/CatExamples/VALS/diamonds.jpg

xxx

MOTIVATION: HERZBERG’S 2 FACTOR THEORYMotivators leading to satisfaction

Achievement Recognition The work itself Responsibility Advancement Growth

Hygiene factors leading to dissatisfaction Company policy Supervision Relationship with boss Work conditions Salary Relationship with peers Security

CNVC NEEDS INVENTORY (ONE OF MANY ON WEB)

CONNECTIONacceptanceaffectionappreciationbelongingcooperationcommunicationclosenesscommunitycompanionshipcompassionconsiderationconsistencyempathyinclusionintimacylovemutualitynurturingrespect/self-respectsafetysecuritystabilitysupportto know and be knownto see and be seento understand and be understoodtrustwarmth

PHYSICAL WELL-BEINGairfoodmovement/exerciserest/sleepsexual expressionsafetysheltertouchwater

HONESTYauthenticityintegritypresence

PLAYjoyhumor

PEACEbeautycommunioneaseequalityharmonyinspirationorder

MEANINGawarenesscelebration of lifechallengeclaritycompetenceconsciousnesscontributioncreativitydiscoveryefficacyeffectivenessgrowthhopelearningmourningparticipationpurposeself-expressionstimulationto matterunderstanding

AUTONOMYchoicefreedomindependencespacespontaneity

VSD ENVISIONING CARDS

http://www.envisioningcards.com/

2. AUTOBIOGRAPHICAL INSIGHTS FROM

INQUISTIVE MODELS

L-ERG-IKK IN MIND, BODY & SPIRIT

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INTERSECTIONS IN LOCALES (PLACE/SPACE) OF EXISTENCE, RELATEDNESS & GROWTH, AND INSTITUTIONS, KIN & KINDAlderfer’s theory of motivation related to three different types of social structure

3D SLICE OF LIFE: THINKING INSIDE OF THE BOX

http://img.brothersoft.com/screenshots/softimage/g/galaxy_3d_space_tour-50860-1229399308.jpeg

DESIGNING ON PURPOSE

PRIMARY DATA FROM

INQUISITIVE RESOURCES

3. FROM

ANSWERS TO VALUES

SENTENCE COMPLETION • VALU Project,

Finland Sari Kujala, Aalto

(formerly Tampere)

• Paf Case Study

• Revealed user values that make usage outcomes worthwhile

• Inquisitive, directive, informative, expressive

When playing online, I feel myself..

0 % 10 % 20 % 30 %

exited and active

normal

as a king, winner, genius

as an idiot, loser, bad conscience

happy, glad, satisfied

as a player

as a lucky winner

calm and relaxed

bored

Group 1, n = 20 Group 2, n = 45

PURPOSE FOR DESIGNING

4. RE-USE OF FIELD

RESEARCH

Expressing and

Enhancing Worth

Generous

VALUE-FOCUSED FIELD DATA ANALYSISMSR CAMBRIDGE FAMILY ARCHIVE PROGRAMME

PEOPLE: A Happy Family PLACE: A Nice Home OBJECTS: Treasures• Manifest Identities • Newly less cluttered • Protected heirlooms

• New pride in improved organisation, enhanced

• Nurturing: somewhere you want to be

• Treasures sold or passed on

• New Shared Times as a Family

• Living Family Heritage: a past you want to revisit

• Materialisation with enhancements

• Manifest Status for external social standing

• Enviable: somewhere others want to be

• Well displayed

• Stronger family past

• Stewardship obligations discharged

• Stronger Roots in past

• Achievement of closure

• Caring for each other• Increased Family

Empathy

DESIGNING ON PURPOSE,

INVIGORATIVE GENEROSITY

Entangling Worth

Making aBIG out of Integration

THREE TACTICS

1. Exploit existing approaches

2. Extend existing approaches

3. Invent new approaches

FIRST TACTIC: EXPLOIT• Some resources are inherently integrative

• For example, it is virtually impossible to author a scenario with just a focus on one design arena• Current scenarios must refer to beneficiaries and

existing artefacts, and to be effective there must be evaluative content. Purpose may be implicit, but can be made explicit.

• Use cases are artefact centred, user stories should cover purpose and beneficiaries

• Envisionment scenarios must also include beneficiaries and proposed artefacts (features, qualities), and must contain (implicit?) positive evaluations. Explicit coverage of purpose is also highly desirable.

WORTH DELIVERY SCENARIOS

• Must have a happy ending that corresponds to one or more worthwhile outcomes (design purpose)

• A rich narrative of a single means-end chain from a worth map (later)• a way to add new means-end chains, and/or new

worth map elements• a way to drill down inside user experience elements

for existing means-end chain

• Can be represented in a sketch format as a User Experience Frame (UXF – later), which can cover more than one means-end chain

IDENTIFYING DESIGN ARENA

ELEMENTS WITHIN A SCENARIO

EXERCISE

EXERCISE: IDENTIFYING ARENAS

• Read the hypothetical van hire scenario, and identify1. Details of the van-hire website (Artefact:

designed means)a) site attributes/materials-features-qualities b) reactions to user actions

2. Elements of experiences (interactive means)a) feelings, thoughts, actions with system and in

the world3. Value elements (Purpose: human ends)

SECOND TACTIC: EXTEND• Text book approaches typically only focus

on only one design arena, e.g.,

• Personas on beneficiaries• Wireframes on artefacts• User testing on evaluations• Information systems strategies on purpose

• THINK BIG!

• Any approach can be extended in scope

• Be creative!

SECOND TACTIC: EXTEND• Wireframes can be extended with annotations (‘Why-frames’) to cover:• Purpose: noting expected benefits for a feature• Beneficiaries: which persona/s is/are the feature targeted at• Evaluations: refer to heuristics, style guides, guidelines etc.

• User testing can be extended to validate purpose and extend understanding of what matters about/to beneficiaries• Base measurement strategies on intended purpose

• Direct Worth Instrumentation in system, measure outcomes• Collect re-design ideas (artefact)• Collect user insights, not just design successes and usage

issues (beneficiaries)

DIRECTIONAL PERSONA SKELETONS

Slots to co-ordinate with design purpose Motivations and goals for design’s benefits, prioritisation of

beneficiaries Pain points and aversions for costs to reduce, adverse outcomes to

avoid

Slots to contribute to artefact choices Preferences, experience, familiarity, digital literacy, capabilities and

difficulties when using interactive devices, apps, web-sites, etc. What they (don’t) like, what they are used to, what they are

comfortable with as regards digital technologies

Slots to support evaluation Can you inspect a UI or identify target users for testing with a

persona? How would your persona measure success?

Increased complexity: Need interactive as well as/instead of print formats?

CONNECTING WORTH

TO BENEFICIARIES, EVALUATION AND

INTERACTION

THIRD TACTIC: INVENT• Purpose is poorly supported in HCI, UCD, UX and IxD

• Need to conceptualise purpose• e.g., as worth

• Need resources with functions to• Describe intended worth (expressive, adumbrative,

ameliorative)• Suggest sources of worth (informative, inquisitive, ideative)• Guide user and trends research on worth (directive)• Link purpose (as worth) to other design arenas (integrative)• Hopefully, these resources can also be protective,

invigorative and performative

FOUR TACTICS

1. Exploit existing approaches

2. Extend existing approaches

3. Invent new approaches (L-ERG-IKK)

4. Import outside approaches (value lists, trends: www.faithpopcorn.com/trendbank) and adapt (worth maps, UX Frames)

HIERARCHICAL VALUE MODELS

http://www.mepss.nl/index.php?p=tool&l4=W17

Values

Conse-quences

Product Attributes

WORTH MAPPINGConnecting design means (artefacts)

to human ends (purpose) Means-end chains (MECs) connect between two sorts of design

choices: artefact and purpose

Worth maps revise the means-end chain structure of Reynolds and Gutman (1984)

Design elements replace product attributes Materials, features, qualities vs. concrete/abstract

User Experiences replace consequences Functional and psychosocial consequences (HVMs)

Worthwhile outcomes replace values Instrumental and Terminal Values in HVMs (Rokeach)

Cockton, G., 2008. Designing Worth: Connecting Preferred Means with Probable Ends. interactions, 15(4), 54-57.

WORTH MAP MEANS-END CHAIN

Clear, informative

Good Value

Price information and cost summary

Worthwhile Economic

Transaction

Web pages with downloadable

documents

Not in control of costs, over budget

Worthwhile Outcome (they achieved it – consumers/users)

User Experience (they had it)

Quality (you achieved it – design team)

Feature (you designed it)

Material (you sourced it)

Adverse Outcome (they may suffer it)

WORTH MAP ELEMENTS: MEANS OR ENDS, TECHNICAL OR HUMAN

Human Ends (I (intended/discovered, measured)

Interactive Means (co-created, tested/inspected)

Clear, informative

Good Value

Price information and cost summary

Worthwhile Economic

Transaction

Web pages with downloadable

documents

Not in control of costs, over budget

Designed Means(chosen,

evaluated via inspection and affective responses)

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WORTH SKETCHING AND MAPPING

Worth as net benefits (benefits – costs)

Connects artefacts (means) to purposes (ends) through user experiences

OT1 Treasures sold or passed onOT1 Treasures sold or passed on

QI1 Playful, FunQI1 Playful, Fun

OF6 Stewardship obligations discharged

OF6 Stewardship obligations discharged

OH3 Living Family Heritage: a past you want to revisit

OH3 Living Family Heritage: a past you want to revisit

OF5 Stronger sense of family pastOF5 Stronger sense of family past

X13 Telling my/our storyX13 Telling

my/our story X2 Sharing stories and memories

X2 Sharing stories and memories

MT1 Multitouch Thinsight, IR, Tagged props

MT1 Multitouch Thinsight, IR, Tagged props MIO5

Microphone

MIO5 Microphone

MT6 Detachable Camera

MT6 Detachable CameraMT4 OBEX/Bluetooth

detection, data transfer

MT4 OBEX/Bluetooth detection, data transfer

CAP2 Personal area, access control

CAP2 Personal area, access control

PRO7 Assets Shared,

Individual Curation

PRO7 Assets Shared,

Individual Curation

PRO6 Automatic Voice AnnotationPRO6 Automatic Voice Annotation

PRO2 Auto Format Updating

PRO2 Auto Format Updating

QT3 Self-explanatory, guiding, suggestive, familiar, intuitive,

supportive

QT3 Self-explanatory, guiding, suggestive, familiar, intuitive,

supportive

QA1 Safe, protected,

savable

QA1 Safe, protected,

savable QT2 InvitingQT2 Inviting QI2 Doing things together

QI2 Doing things together

X4 Preserving heritage, exercising stewardship

X4 Preserving heritage, exercising stewardship

X9 Having fun, playing aroundX9 Having fun, playing around

QA2 Enriched, enhanced, augmented

QA2 Enriched, enhanced, augmented

QT1 Accessible, at hand suggesting casual, efficient, calm,

easy capture in use

QT1 Accessible, at hand suggesting casual, efficient, calm,

easy capture in use

QT4 Capable, comprehensive,

versatile, inclusive

QT4 Capable, comprehensive,

versatile, inclusive

OT2 Protected Heirlooms OT2 Protected Heirlooms

OF3 New Shared Times as a familyOF3 New Shared Times as a family

OH2 Nurturing: somewhere you want to be

OH2 Nurturing: somewhere you want to be

OF8 Achievement of closureOF8 Achievement of closure

X5 Being a family, caring & nurturing

X5 Being a family, caring & nurturing

OF2 Increased Family Empathy

OF2 Increased Family Empathy

QA5 Keeps secrets

QA5 Keeps secrets

PRO9 Subtle reminders, safe originals

PRO9 Subtle reminders, safe originals

OF7 Stronger roots in the pastOF7 Stronger roots in the past

X1 Reliving (shared)

memories

X1 Reliving (shared)

memories

X3 Reflecting, taking stock, moving on

X3 Reflecting, taking stock, moving on

MN2 WAN back up

MN2 WAN back up

CAP3 Functional object ‘ghosts’

CAP3 Functional object ‘ghosts’

PRO3 Rummaging

PRO3 Rummaging

CAP6 Family Member Identification

CAP6 Family Member Identification

QA4 Respectful, empathic

QA4 Respectful, empathic

PRO5 Edit, Associate, Loose Tag, annotate

PRO5 Edit, Associate, Loose Tag, annotate

PRO1 Moving stuff between boxes

PRO1 Moving stuff between boxes

PRO8 Support for Triage

PRO8 Support for Triage

X8 Gaining control, making progress

X8 Gaining control, making progress

MIO6 TBD h/w & s/w for family member ID

MIO6 TBD h/w & s/w for family member IDMT2 Table

Form

MT2 Table Form

BUILDING WORTH MAPS TOP DOWNVALU PROJECT, INTERACT 2009

Protective achievement, Performative and diffusion issues

VAN-HIRE WORTH MAP

USER EXPERIENCE FRAMES

FAMILY ARCHIVE (MSRC, HCI 2009)

USER EXPERIENCE FRAME

USER EXPERIENCE FRAMES

User Feelings(Moods)

User Beliefs (Minds)

User Actions (Bodies)

System Reactions

Embodied Actions (Bodies)

Social Interactions

(Buddies)

Worthwhile Outcomes

EXAMPLE UXF (PART 1)User

FeelingsUser

BeliefsUser

ActionsSystem

ReactionsActions in the World

Worth a try

Enter URL, Go

Display home page

EXAMPLE UXF (PART 2)Feelings Beliefs Actions Reactions World

Can find prices

Not good

place to start

Sally persuades Harry

Enter post code

Display depots map

Nearest depot is on ring

road

See the nearest depot

EXAMPLE UXF (PART 3)Feeling

sBeliefs Actions Reactions World

Select depot

Display depot info

That’s cool

Can find right van

Select van Display book van

page

EXAMPLE UXF (PART 4)Feelings Beliefs Actions Reactions World

Book and pay for van

Sally checks details

Save and

print page

Display and

email confirmat

ion

Feels great, all

well planned

Booked right van for right

time

EXAMPLE UXF (PART 5)Feelings Beliefs Actions Reactions World

Read email,

open pdf

Display pdf

That looks very

smart

Print pdf Pin up print out

Looking forward

to getting

van

Have all necessa

ry details

SUMMARY• Three main design paradigms do not treat

purpose as a separate design arena• Engineering: the artefact is the purpose• Human-Centred: user needs are purpose• Applied arts: purpose implicit in hybrid design brief

• Value propositions are distinct and core to many business, political and community strategies. Intended outcomes.

• Need resources to support purpose as worth• Potential functions: informative, inquisitive, expressive, directive,

integrative, predictive, adumbrative, ameliorative, performative, invigorative, protective, affliative, transformative, …

Questions?

Kiitos

Hei hei!