Strategisk Design v. Nordsøen - InDiMedia Day 2013

STRATEGISK DESIGN
DIGITAL FORMIDLING
SKETCHINGKAPACITETER
v. Peter Vistisen
(Teoretisk problem)
(Design problem)
(Metodisk problem)
fredag den 19. april 13
3-rig samfinanseret Ph.D projekt
Ca. 1-2 dage i Hirtshals pr. uge m. arbejdspladser
Indvolvering i U-CrAc og andre forlb
3 r med brugerstudier, design & strategi
Forskningsprojektet
Digital strategi
Projektemne til den strategiske designer
Hvordan udvikler man synergi mellem
digital strategi og digital design i praksis?
15%
35%
13%
36%
KILDE: Erhvervs- & Byggestyrelsen: Design & Vrdi
?
FRAMING
DESIGN AS
PROBLEM
SOLVING
FUNCTION
AND FORM
STYLE
NO CONSCIOUS
DESIGN
A ROUGH DESIGN MATURITY CONTINUUM
+
,,,,,
Design redefines the challenges facing the
organization.
Framing sets the agenda, outlines the
boundaries and axes of interest, and moves
design from executing strategy to shaping
strategy. Disruptive innovation lives here.
Design finds new opportunities by solving
existing problems.
Design process generates alternatives within
a problem space. Design also narrows down
those options to a specific solution.
Design makes things work better.
This is the classic practice of design - but it's
still commonly limited to incremental
improvements through iteration over existing
solutions.
Design is the gateway to be hip and cool.
Design is stylish, but too often is percieved
and practiced as a cosmetic afterthought.
Design value isn't recognized.
This attitude fosters design by default -
however things come out is fine, because
there are more important issues to deal with.
?
www.bplusd.org
2005, Jess McMullin
bplusd
BUSINESS+DESIGN
INGEN BEVIDSTHED
OM DESIGN
STIL &
POLERING
FORM &
FUNKTION
FRAMING
(STRATEGI)
PROBLEM
LSNING
DESIGN SOM...
Design redenerer problemfelt og virkefelt for
organisationen
Framing stter agendaen, opstiller contraints og
fokusomrder, hvorved design yttes fra at udfre
strategi til at udforme strategien.
Design kan nde nye muligheder ved at
lse eksisterende problemer
Designprocesser skaber alternativer indenfor et
deneret problemfelt og indsnvrer lbende
mulighederne til n specik lsning
Design fr ting til at fungere bedre og
skaber brugeroplevelsen.
Her er design klassisk formgivning - at give form og
udtnke funktionalitet til en given lsning. Er dog ofte
begrnset til nye iterationer over eksisterende
lsninger
Design gr ting pne, stetiske og
skaber brandidentikation.
Design handler om ren kosmetik, pixelpusseri og er
som funktion ansvarlig for at polere produktet til slut i
udviklingsprocessen.
Vrdien i design ses/erkendes ikke
Ingen bevidsthed om hverken nuvrende eller mulig
betydning af design i organisationen. Vi gr som vi
plejer og det gr for det meste ok er ofte herskende
mentalitet.
NORDSENS
DIGITALE LAG
FORSKNINGSSAMARBEJDET
Digital strategi
Grundlggende forskningsinteresse
Forskningsprojektet
Oplevelserne p Nordsen
Digital strategi
Forskningsprojektet
Digital strategi
Forskningsprojektet
Mobil app
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Digital strategi
Forskningsprojektet
Digital strategi
Forskningsprojektet
Digital strategi
Forskningsprojektet
Digital strategi
Forskningsprojektet
Synergi mellem praksis og strategi
Digital formidling
Projektemne til konceptudvikleren
Hvordan integrerer man digital formidling i
attraktioner uden at g p kompromis med
den fysiske og levende formidling?
...ikke fokus p teknologi
...fokus p oplevelsen
tek
n
olog
ier der u
dvider oplevelsen
Mediers potentiale for mennesker
G
rundl
ggende fokus
Hvilket kompromis
Design is compromise.
Fra Sketching User Experiences
former
funktioner
stilarter
problemer
lsninger
forretningsmodeller
faglige rationaler
mellem
Kendskab til det fysiske milj
O
bservation +
deltagelse
Konceptudvikling & test
Lser vi det rigtige problem for gsten?
...og hvordan lser vi det s bedst muligt?
Og ska vi bruge teknologi?
Digital strategi
Mere fokus p praksis end p strategi
Forskningsprojektet
Digital strategi
Det integrerede digitale lag
Mere fokus p praksis end p strategi
Forskningsprojektet
Sketching
Projektemne nr. 2 til den strategiske designer
Hvilke muligheder har animationsbaseret
sketching for at udforske ikke-idiomatiske
mediepotentialer?
Facilitering og understttelse af innovationsprocesser via
THE FUZZY FRONT END
The Fuzzy Front end
design a design to produce a design
Damien Newman 2009
...motivation fra Buxton
Billy Boy skrer behovet for udforskende design ud i pap
Without informed design - technology is
more likely to do bad than good
Buxton 2007
Sketchingtilgangen
Sketching resulterer i sketches som resulterer i nye ideer
Sketching is the premission to experiment
Tom Kelly - fra IDEOs TEDx Talk
Vi kan hurtigere og klarere forst visuelt end symbolskt og
derfor skal vi bruge skitsering til optage vores ideer lbende
for at undg at blive fanget af n id.
Sketchingtilgangen
Figure 52: The Sketch to Prototype Continuum
The difference between the two is as much a contrast of purpose, or intent,
as it is a contrast in form. The arrows emphasize that this is a continuum,
not an either/or proposition.
Well... s er alt fryd og
gammen right?
Problemet med skitser
Gode til meget - men ikke s dynamiske
The experience is so much in the transition
Vi skal designe og vre opmrksomme p transitions fr
detaljerne for de enkelte states - med andre ord skal tiden
designes fr detaljerne.
Buxton 2006
We sketch in patterns and conventions - and
thus we have problems with sketching concepts
of non-idiomatic technologies
Ny emergerende teknologier, der endnu ikke har
konventioner og best practices er svre at hndtere via
nuvrende tilgange og metoder til sketching.
Jonas Lwgren 2011
Non idiomatic...
Stop making up words!
cosmos icoci1i 17
v:ii:iiis ii:ix
1. Time Space Matter Reality
2. Time Space No- Matter Augmented Reality
3. Time No- Space Matter Physical Virtuality
4. Time No- Space No- Matter Mirrored Virtuality
5. No- Time Space Matter Warped Reality
6. No- Time Space No- Matter Alternate Reality
7. No- Time No- Space Matter Augmented Virtuality
8. No- Time No- Space No- Matter Virtuality
Each and every combination of the variables yields a distinct realm.
Some are familiar, some intriguing, and some downright strange. But
all ready to be explored.
Although we will more fully describe each experience realm in the
succeeding chapters, here we wish only to give you a short preview of
where were heading. To highlight the distinctions between realms,
well begin with the anchors of Reality and Virtuality, and then go on
to introduce successive realms followed by their polar opposites. Note
how in each case here we associate each realm with a par tic u lar visual
icon (as shown in Figure 1.4) that we believe best captures its essence.
Virtuality
Augmented
Virtuality
Warped
Reality
Physical
Virtuality
Reality
Mirrored
Virtuality
Mirrored
Virtuality
Warp ped
Reaality
Augmented
Reality
Wa
y
VVirtua ua ty
VVVirt rtuality
VV
VVVVVVVVVi
VV
Alternate
Reality
yyy
Virt rtuality yy
ern
AAAAAA
e
e naate
Alte ern rnate
AAAAA
at ate teee
eality
RRe
y
Reaaa
Reality
RReal
RRRRReeaaaa
V
Ph Phys y
Vi
ed rre
rr rro
d
MM
ored ed
MMMi irrrored
yy
VVVV rrtuality
ua
y
VVVirtuality
Au Au
yyy
irrrt
redddd
VVVVVVV
MMMMM
RR
hyysicaal
edd e
WW
ente
en
gmmen ente nte
ent
gm gment ent
Reality
Rea
Rea
Rea
y
Reality
Rea
RRe Re
y
RR
gmente e
W
e
ggmm
irtuality y
Au Auu
R
ugm ggm
Reaa ity ity
Reaality
ality
WWar
WWWar
dddd
WWWWWW
ddd
WWaaaa
VVVV
hys
u
ii
hyys
u
ii
No-Time
(Autonomous)
No-Space
(Virtual)
No-Matter
(Bits)
Matter
(Atoms)
Time
(Actual)
Space
(Real)
Figure 1.3 Te eight Realms of the Multiverse fredag den 19. april 13
Et eksempel...
Augmented Reality er en ikke-idiomatisk teknologi
16 vviv.v.1io
e Unfamiliar Multiverse
Tis seems the best title for it, as this framework encompasses the
multiple ways for when [Time No- Time] experiences happen, where
[Space No- Space] they occur, and what [Matter No- Matter] they
act on. Te known universe of physical experiences [Time Space
Matter] is just one of the octants within the Multiverse. Reality, as it seems
most appropriate to call it, is of course the realm with which we are
most familiar and within which most innovation still occurs. We will
not ignore Reality, but we will focus on the seven other realms vitalized
by the advent of digital technology. Tese realms are less known, not as
well understood, more dim cult to apply, and therefore abounding with
possibility.
Infnite possibility, as a matter of fact, for the Multiverse furnishes the
tool we need to explore the cosmos incogniti of our imagination. It helps
us make sense of our explorations by showing us how to create oferings
on the digital frontier that customers value.
Figure 1.3 visually depicts this framework, revealing the complete
Multiverse and labeling each octant. Let us delineate the exact nature of
each, realm by realm in logical sequence, to ensure every reader under-
stands what is going on in this admittedly somewhat complex 2 2 2
framework:
No-Time
(Autonomous)
No-Space
(Virtual)
No-Matter
(Bits)
Matter
(Atoms)
Space
(Real)
Time
(Actual)
Figure 1.2 Te Multiverse fredag den 19. april 13
Where to act
Her er det
interessant
at optimere
Unframed problem solving is about
reframing problems and seeing them
in the right context.
Friis,S.A.K.(2006)Consciousdesignpracticeasastrategictool.PhDdissertation
Udfordringen...
The only way to engineer the future of
tomorrow is to have lived in it yesterday.
Bill Buxton (2007)
...vi skal finde en ny sketching kapacitet for det der ku vre
In the digital era the meaning of virtual has changed. It once
mean almost or as good as reality, but has now now become
a synonym of simulation. In this sense, rather than meaning
an incomplete form of reality it now suggest an alternative to
the real and maybe even better than the real
(Shield 2003, 46)
Det digitale sketching potentiale
...kan vi sketche simulationer?
Digital simulering
Det digitale sketching potentiale
Digital simulering
kan animation bidrage med noget her?
ANIMATION
animatio - the act of bringing to life
OxfordDictionary
ANIMATION
?
?
?
It offers an immediate connection
BretVictor,2012
ANIMATION
!
!
!
Animation kan karrikere og fremhve essens
JrgenKubien2013
ANIMATION
F
ilm
s
tu
d
ie
s

E
n
g
lis
h
History
Media studies
A
rt &
D
e
sig
n
History
Animation studies
Ontologisk mapping via Paul Ward (2003)
Animation studies
F
ilm
s
tu
d
ie
s

E
n
g
lis
h
History
Media studies
A
rt &
D
e
sig
n
History
D
e
s
ig
n
T
h
in
k
in
g
Ontologisk mapping via Paul Ward (2003)
Animation og sketching
Sketching + animation giver
high fidelity feedback med low-
mid fidelity redskaber...
hypotese...
How does it fit together
Et metodisk problem mod at forst sketching kapaciteter
Et teoretisk problem mod koble teknologi og brugspotentiale
...via udvidet sketching
Technology push
User needs /
Potential marked
Et teoretisk problem mod koble teknologi og brugspotentiale
Technology push
User needs /
Potential marked
sweet
spot
Mapping Mapping Mapping Ideation Concept Testing
Sketching capacities
Ta
k
fo
r n
u
PeterVistisen
PhD-fellow
vistisen@hum.aau.dk
(+45)30549096
suitedupsince1997
- Strategi
- Formidling
- Sketching

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