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1m.f.a. design management
[ A DESIGN RESEARCH JOURNEY TO USERS UNCONSCIOUS ]
CAPTURING THE ELUSIVE
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2THE UNCONSCIOUS MINDMATTERS TO DESIGN
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3This study aims to develop Design research methods or
frameworks to access users unconscious and improve
practitioners understanding of their users.
thesis purpose
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4Recent discoveries in psychology, neuroscience, social
neuroscience, and economics present a new model for
the understanding of peoples cognition and behavior,
in which unconscious mental processes and emotions
are essential for the human experience.1
1. Wilson, 2002; Zaltman, 2003; Ariely, 2008; Kahneman, 2011;
Brooks, 2011; Mlodinow, 2013
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5perceptions
Inform and influence
thoughts
conscious experiences
memories
unconscious
emotions
attitudes
behaviors
decisions
Model for the understanding of peoples cognition and
behavior
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6BUTWHAT IS IN IT FOR DESIGN?How are designers/researchers
considering and integrating this knowledge?
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7USER RESEARCH IN DESIGN
DESIGNPRINCIPLES
This thesis focus
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8Design research has been evolving and expanding
Form Functionality Context Emotions Experience
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9Researching for users
Expert mindset
Participatorymindset
Master-apprentice model
Researching with users
Learning from users
Sanders & Stappers, 2008; Beyer & Holtzblatt, 1998
There are different mindsets in design research
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10
Today,
designers are interested in what
people need, desire, and expect;
therefore they study what
people say, do, and make, to
understand what they think,
believe, feel, and remember.
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11Sanders & Stappers, 2008
Different levels of knowledge are expressed in different ways.
Each level is addressed by different research methods
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12
Unconscious
Conscious
This thesis focus
Sanders & Stappers, 2008
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13
SO, HOW DO WE ACCESS THE UNCONSCIOUS?
What are the techniques, and methods used in design (and other
related disciplines) to access the unconscious?
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14
A framework for unifying research approaches to users
unconscious
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15
affectivesensing
predictable patterns
in decision-making
indirect measures of attitude
generativeresearch
A FRAMEWORK FOR UNIFYING RESEARCH APPROACHES TO USERS
UNCONSCIOUS
Projective techniques
Metaphor elicitation
Behavioral economics
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18
Ariely, D. (2008). Predictably Irrational. The hiden forces that
shape our decisions. New York, NY, United States: Harper
Perennial.
Baczuk, E. (2014, 01 01). Design and the (Ir)Rational Mind: The
Rise of Affective Sensing. Retrieved 07 19, 2014, from Design Mind
Frog Design:
http://designmind.frogdesign.com/articles/design-and-the-irrational-mind-the-rise-of-affective-sensing.html
Beyer, H., & Holtzblatt, K. (1998). Contextual Design:
Defining Customer-centered Systems. Burlington, Massachusetts,
U.S.: Morgan Kaufmann.
Brooks, D. (2011). The Social Animal. The Hidden Sources of Lov,
Character, and Achievement. New York, New York, USA: Random House
.
Gregg, A. P., & Klymowsky, J. (2013). The Implicit
Association Test in Market Research: Potentials and Pitfalls.
Psychology and Marketing , 30 (7), 588-601.
Kahneman, D. (2011). Thinking Fast and Slow. New York, NY,
United States of America: Farrar, Straus and Giroux. Kurzweil, R.
(2013). How To Create a Mind. The secret of human thought revelaed.
New York, NY, United States of
America: Penguin Books. Mlodinow, L. (2013). Subliminal. How
Your Unconscious Mind Rules Your Behavior (1st ed.). New York, New
York, United
States of America: Vintage Books. Sanders, E. (2006). Design
Research in 2006. Design Resarch Quarterly , 1 (1), 1, 4-8.
Sanders, E., & Stappers, P. (2008, March). Co-creation and the
new landscapes of design. CoDesign . Sanders, E., & Stappers,
P. (2012). Convivial Toolbox. Generative research for the front end
of design. Amsterdam, The
Netherlands: BIS Publishers. Wilson, T. D. (2002). Strangers to
Ourselves: discovering the adaptive unconscious. Cambridge,
Massachussetts, United
States of America: The Belknap Press of Harvard University
Press. Zaltman, G., & Zaltman, L. Marketing Metaphoria. Boston,
Massachusetts, U.S.A.: Harvard Business Press. Zaltman, G.(2003).
How Custumers Think. Essential Insights into the mind of the Market
Boston, Massachusetts, U.S.A.:
Harvard Business Press.
WORKS CITED:
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19
[ A DESIGN RESEARCH JOURNEY TO USERS UNCONSCIOUS ]
CAPTURING THE ELUSIVE
Priscila Mendoza (Savannah, GA) is a M.F.A. candidate of the
Design Management program at Savannah College of Art and Design,
where she served as student representative to the Industrial Design
Department in the academical year of 2013. Priscila has been a
Fulbright scholar since 2012. The summer of 2013 she interned at
Citrix as a design researcher. Currently she is doing a second
design research internship at Lextant.Her professional background
is Information design, advertising and brand development. During
the past eight years she was an Art Director in Monterrey, Mexico.
Her current interests are directed towards the development of
research methods to access users unconscious.
[email protected]
[email protected] priscilamendoza.mx
