Summit Success

Evaluation of thestrengths and weaknesses

of competitors

Link between human behavior and culture

Multilateral strategy thatdescribes broad samplingsof

research practices surroundingcustomer preferences

Measure products abilityto satisfy end user while

meeting project requirments

Solve problems of form and communication

Base Camp 2(Competitor Analysis)

Base Camp 3(Ethnographic Research)

Base Camp 5(User Testing)

Base Camp 6(Visual Exploration)

Emic- Perspective of communityEtic- Perspective outside community

Base Camp 4(Marketing Research)Sociology focusing on human behavior as it applies to a market based economy

Accessibility, functionality, budget,ease of use, technical requirments

Visual exploration forces creatives to move pastinitial concepts resulting in unique innovative ideas

History

Finances

Products

Markets

Facilities

Personnel

Brand Positioning

Marketing Strategy

Observational Research

Interviews

Photo Ethnographic Study

New Product Launches

Brand Equity

Consumer Decision Making

E�ect of Advertising

Staying Under Budget

Higher ROI (Return of Investment)

Increased Customer Service

Variations of color

Imagery Typography

Structure

Evaluation-Judge the product (e�ectiveness)-Judge the process (e�ciency)

Synthesis-Organize from multiple sources-Present the information

Use of Information-Engage (read, hear, view, touch)-Extract relevant info

Location + Access-Locat Sources-Find information within sources

Information Seeking Strategies-Determine all possible sources-Select best sources

Task De�nition-De�ne info problem-Identify info needed

De�ning the Problem-De�ne the problem-Envision desired end state-De�ning approach-Inciting support and action

Innovating-Seeking incite to inform prototyping of solution-Prototyping potential solutions-Delineating tough choices-Enabling team to work as team

Generating Value-Choosing best solution then activating it-Make sure people know about solution-Selling the solution-Learning and reacting to success and failures

First Steps-Begin with design brief-Ask the right questions to produce good brief-Investigate why design work is needed.-De�ne the problem

Research-Carry out reserach before and during design process-Focus research on user-Observe customer behavior

Planning-Account for internal resources, people, and info

Communication-Make client designer communication a two way street-Predetermine review stages so project goes in positive direction-Make sure everyone is kosher with design process

Implementation-Keep designers on scene during implementation-Establish assessment procedures so design can be improved

Base Camp “Brief”

Summit Success

Evaluation of thestrengths and weaknesses

of competitors

Link between human behavior and culture

Multilateral strategy thatdescribes broad samplings of

research practices surroundingcustomer preferences

Measure products abilityto satisfy end user while

meeting project requirments

Solve problems of form and communication

Base Camp 2(Competitor Analysis)

Base Camp 3(Ethnographic Research)

Base Camp 5(User Testing)

Base Camp 6(Visual Exploration)

Emic- Perspective of communityEtic- Perspective outside community

Accessibility, functionality, budget,ease of use, technical requirments

Visual exploration forces creatives to move pastinitial concepts resulting in unique innovative ideas

History

Finances

Products

Markets

Facilities

Personnel

Brand Positioning

Marketing Strategy

Observational Research

Interviews

Photo Ethnographic Study

New Product Launches

Brand Equity

Consumer Decision Making

E�ect of Advertising

Staying Under Budget

Higher ROI (Return of Investment)

Increased Customer Service

Variations of colorImagery

Typography

Structure

Mount Research

“The Big6”Information Lieracy

“AIGA”Designing Framework

“Design Council”Design Process

research adventures

Literature review

Surveys, questionnairesPhoto ethnography

Visual anthropologyObservational Research

Demographics

Focus Groups

Psychographics

Surveys, questionnaires

Web analytics

Iterative Design

Personas

Visualizations

Color Theory Predictions

Investigation ofall documentspublicationsarticles andbooks regardingspeci�c area ofstudy.

Surveys andquestionnairesused to �nd outinformationabout competitors Viewing +

recordinghuman behavior andculture withoutany interaction

Visual media aid in interpretationof culturalbehavior

Record dailyexperiences withstill of video

Use of concretemetrics to trackuser behavioronline

Questionsadministeredto sample ofindividuals thatrespresent larger population

Measuresubjective beliefsopinions andinterests

Organizeddiscussionsused to gain insight of viewsabout a given topic.

Collection ofstatistical datathat describesgroup of peopleor market segment

Cycle of prototyping,testing, and re�ning

Identify usermotivations,expectations,and goals

E�ects colorshave on humanbehavior

Techniques helpdesigners examineform, concepts,or usability

research Strategies

research Tactics

Research is like exploring. If you feel asthough you need to explore a certainarea, or go back to a previous exploredarea, then do so! You may go throughmany explorative cycles before you feelas though you have enough information.

Quantitative: The mountain is 6,000 ftQualitative: The mountain is steep

Summative Research: Was the hypothesis correct, or how was it wrong

Formative Research: What is the problem that needs to be solved?

Primary Research: Collect data about Mount Research Secondary Research: Look at another Mountain’s info that could lead to better understanding of Mount Research

research Terms