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two brains, one head
Analysis and Intuition
in Design Practice




Maria Cordell
Design Director
Adaptive Path
maria@adaptivepath.com

@mcordell
#twobrains


                         #twobrains
#twobrains
#twobrains
“[intuition] is
                                                                                         not the only
                                                                                         ingredient in
                                                                                         design, but
                                                                                         possibly the
                                                                                         most important.

“Most processes                                                                          Schools tend to
  leave out the                                                                          discount
   stuff no one                                                                          intuition as an
  wants to talk                                                                          ingredient of
         about:                                                                          your working
magic, intuition                                                                         process because
   and leaps of                                                                          they can't
          faith.”                                                                        quantify it.”

     Michael Bierut                                                                      David Carson
                      photo source: @michaelbierut   photo source: info@marceckardt.de




                                                                                                        #twobrains
WTF intuition?




                 #twobrains
Two Brains, One Head: Analysis and Intuition in Design Practice | Maria Cordell | UX Week 2012
predictable!

                      reliable!
   proven!


           more
          analysis!
      rational!
                          systematic!

scientific!
                      logical!

                                        #twobrains
Two Brains, One Head: Analysis and Intuition in Design Practice | Maria Cordell | UX Week 2012
disruptive!

     forward
    thinking!                      innovative!



           more
         intuition!

inventive!                    inspired!



   unsystematic!
                        insightful!

                                          #twobrains
predictable!
                                                        disruptive!
                      reliable!              forward
                                            thinking!                      innovative!
   proven!


           more                                    more
          analysis!                              intuition!
      rational!                         inventive!                    inspired!
                          systematic!

scientific!                                unsystematic!
                      logical!                                  insightful!

                                                                                  #twobrains
Two Brains, One Head: Analysis and Intuition in Design Practice | Maria Cordell | UX Week 2012
analysis   intuition




                       #twobrains
analysis   +   intuition




                           #twobrains
“We must use both types of thinking, be
able to turn off the rational brain at times,
and revel in the chaos. At other times, we
must tune out the chaos and think
rationally.

The responsive, creative designer must be
an ambidextrous thinker. Such a person,
capable of dealing effectively with both
intuition and logic, is centered and able to
think holistically and integratively.”

John Motloch



                                                #twobrains
analysis   intuition




                       #twobrains
We know analysis...




                      analysis   intuition




                                             #twobrains
•   2x2s                    •   flow diagrams              •   scenarios
•   affinity diagram        •   GOMS analysis              •   sketching
•   analytics / metrics     •   heuristic analysis         •   surveys
•   backcasting             •   information architecture   •   task analysis
•   card sorting            •   journey maps               •   taxonomies
•   competitive analysis    •   kano analysis              •   usability studies
•   comparative analysis    •   mental models              •   use cases
•   content audit           •   metadata schema            •   validation testing
•   content inventory       •   navigation diagrams        •   wireframes
•   content modeling        •   pattern libraries
•   controlled vocabulary   •   prototypes                                     analysis
•   expert review           •   requirements

                                                                                      #twobrains
What is intuition, really?




                      analysis   intuition




                                             #twobrains
Towards a Definition


“a way of knowing and                 “to some, a sudden flash of
deciding that is distinct             insight, or even the
from and complements                  spiritual experience of
logical analysis”                     discovering a hidden truth”



                                                              intuition
Daniel Simons & Christopher Chabris

                                                                      #twobrains
2   types of
    Intuition
                #twobrains
Intuition as
#   1   Tacit
        Knowledge
                       #twobrains
Intuition is
       non-conscious stuff
            the brain
          does for us.*



* Mysterious only insofar as the way our brains work is mysterious.
                                                                      #twobrains
It’s rapid understanding
  shown by individuals,
      usually experts,
when they face problems



                           #twobrains
• Intuition grows out of experience


• The power of intuition lets us size up
  a situation quickly

• Intuition depends on the use of
  experience to recognize key patterns
  that indicate the dynamics of the
  situation

 Sources of Power: How People Make Decisions
 Gary Klein




                                               #twobrains
#twobrains
Patterns!




            #twobrains
Intuition is a storehouse of
patterns and knowledge




                               #twobrains
Intuition as
2
#   Insight

                   #twobrains
Insight is the realm of
    non-linear thinking,
the process that brings forth
      “hidden truths”



                                #twobrains
It’s work the subconscious
                                              mind does on our behalf, for
                                                 the conscious mind to
                                                    work out in detail



Adapted from Advances in Simulation: The Interplay of Inspiration, Intuition, Abstraction, and Experimentation by James R. Wilson
                                                                                                                                    #twobrains
• Intuition is a non-rational but verifiable aspect
  of scientific creativity

• Absolute postulates transcend experience

• Intuition is an “inspired guess” that leads to
  absolute postulates or hypotheses

• It’s how Albert Einstein discovered that
  gravity is geometry—the central conclusion of
  the theory of general relativity


 The Cosmic Code: Quantum Physics as the Language of Nature
 Heinz Pagels



                                                              #twobrains
“For the creation of a
theory, the mere
collection of recorded
phenomena never suffices
—there must always be
added a free invention of
the human mind that
attacks at the heart of
the matter.”



Albert Einstein
in The Cosmic Code


                            #twobrains
data
                                                           facts and
                               data                                              insights
                                                         understanding
                               data


                                       inspection                      synthesis,
                                       & analysis                   intuitive leaps,
                                                                       abduction


Adapted from Exposing the Magic of Design by Jon Kolko
                                                                                            #twobrains
# 1  Tacit Knowledge

# 2 Insight
                       #twobrains
intuitive
machine

            #twobrains
analysis      expertise


                             domain
                                                                   research
                            knowledge



                 design                                                       practice
concrete




                principles



                                             intuition
abstract




           empathy                                                                 improvisation




                curiosity                                                     reflection




                         imagination                               common
                                                                    sense
                                        creativity   playfulness


                                                                                                   #twobrains
reports / prior research




stakeholder & user interviews
                                                                       • understanding
                                                                       • connections
                                             intuitive                 • insights
                                             machine                   • new ideas


                                inspection                reflection
     trends & analytics         & analysis               & synthesis
                                                                                         #twobrains
analysis   intuition
activity




           time

Project                          Project
 Start                            End



                                           #twobrains
analysis   intuition




                       #twobrains
•   methodical
            •   logical
            •   controlled                       •   descriptive
analysis    •
            •
                direct; explicit
                conscious
                                                 •
                                                 •
                                                     logical path from situation to outcome
                                                     directly traceable
            •   “scientific”                     •   deductive and inductive


            •   skill-based
            •   internalized                     •   responsive
                                                 •   expert pattern matching of situation to
intuition       indirect; implicit
            •
            •   subconscious
                                        tacit        response
            •   pattern oriented     knowledge   •   linear; continuous
            •   multi-faceted
                                                 •   reflective
                                                 •   expert synthesis of conditions & data
                                                     indirectly traceable
                                      insight    •
                                                 •   inferred connections
                                                 •   nonlinear; discontinuous
                                                 •   abductive




                                                                                               #twobrains
analysis   intuition




                       #twobrains
analysis     intuition



                         UX practice
       empathy            happens
                            here



                                       #twobrains
thanks!




Maria Cordell
Design Director
Adaptive Path
maria@adaptivepath.com

@mcordell
#twobrains


                         #twobrains

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Two Brains, One Head: Analysis and Intuition in Design Practice | Maria Cordell | UX Week 2012

  • 1. two brains, one head Analysis and Intuition in Design Practice Maria Cordell Design Director Adaptive Path maria@adaptivepath.com @mcordell #twobrains #twobrains
  • 4. “[intuition] is not the only ingredient in design, but possibly the most important. “Most processes Schools tend to leave out the discount stuff no one intuition as an wants to talk ingredient of about: your working magic, intuition process because and leaps of they can't faith.” quantify it.” Michael Bierut David Carson photo source: @michaelbierut photo source: info@marceckardt.de #twobrains
  • 5. WTF intuition? #twobrains
  • 7. predictable! reliable! proven! more analysis! rational! systematic! scientific! logical! #twobrains
  • 9. disruptive! forward thinking! innovative! more intuition! inventive! inspired! unsystematic! insightful! #twobrains
  • 10. predictable! disruptive! reliable! forward thinking! innovative! proven! more more analysis! intuition! rational! inventive! inspired! systematic! scientific! unsystematic! logical! insightful! #twobrains
  • 12. analysis intuition #twobrains
  • 13. analysis + intuition #twobrains
  • 14. “We must use both types of thinking, be able to turn off the rational brain at times, and revel in the chaos. At other times, we must tune out the chaos and think rationally. The responsive, creative designer must be an ambidextrous thinker. Such a person, capable of dealing effectively with both intuition and logic, is centered and able to think holistically and integratively.” John Motloch #twobrains
  • 15. analysis intuition #twobrains
  • 16. We know analysis... analysis intuition #twobrains
  • 17. 2x2s • flow diagrams • scenarios • affinity diagram • GOMS analysis • sketching • analytics / metrics • heuristic analysis • surveys • backcasting • information architecture • task analysis • card sorting • journey maps • taxonomies • competitive analysis • kano analysis • usability studies • comparative analysis • mental models • use cases • content audit • metadata schema • validation testing • content inventory • navigation diagrams • wireframes • content modeling • pattern libraries • controlled vocabulary • prototypes analysis • expert review • requirements #twobrains
  • 18. What is intuition, really? analysis intuition #twobrains
  • 19. Towards a Definition “a way of knowing and “to some, a sudden flash of deciding that is distinct insight, or even the from and complements spiritual experience of logical analysis” discovering a hidden truth” intuition Daniel Simons & Christopher Chabris #twobrains
  • 20. 2 types of Intuition #twobrains
  • 21. Intuition as # 1 Tacit Knowledge #twobrains
  • 22. Intuition is non-conscious stuff the brain does for us.* * Mysterious only insofar as the way our brains work is mysterious. #twobrains
  • 23. It’s rapid understanding shown by individuals, usually experts, when they face problems #twobrains
  • 24. • Intuition grows out of experience • The power of intuition lets us size up a situation quickly • Intuition depends on the use of experience to recognize key patterns that indicate the dynamics of the situation Sources of Power: How People Make Decisions Gary Klein #twobrains
  • 26. Patterns! #twobrains
  • 27. Intuition is a storehouse of patterns and knowledge #twobrains
  • 28. Intuition as 2 # Insight #twobrains
  • 29. Insight is the realm of non-linear thinking, the process that brings forth “hidden truths” #twobrains
  • 30. It’s work the subconscious mind does on our behalf, for the conscious mind to work out in detail Adapted from Advances in Simulation: The Interplay of Inspiration, Intuition, Abstraction, and Experimentation by James R. Wilson #twobrains
  • 31. • Intuition is a non-rational but verifiable aspect of scientific creativity • Absolute postulates transcend experience • Intuition is an “inspired guess” that leads to absolute postulates or hypotheses • It’s how Albert Einstein discovered that gravity is geometry—the central conclusion of the theory of general relativity The Cosmic Code: Quantum Physics as the Language of Nature Heinz Pagels #twobrains
  • 32. “For the creation of a theory, the mere collection of recorded phenomena never suffices —there must always be added a free invention of the human mind that attacks at the heart of the matter.” Albert Einstein in The Cosmic Code #twobrains
  • 33. data facts and data insights understanding data inspection synthesis, & analysis intuitive leaps, abduction Adapted from Exposing the Magic of Design by Jon Kolko #twobrains
  • 34. # 1 Tacit Knowledge # 2 Insight #twobrains
  • 35. intuitive machine #twobrains
  • 36. analysis expertise domain research knowledge design practice concrete principles intuition abstract empathy improvisation curiosity reflection imagination common sense creativity playfulness #twobrains
  • 37. reports / prior research stakeholder & user interviews • understanding • connections intuitive • insights machine • new ideas inspection reflection trends & analytics & analysis & synthesis #twobrains
  • 38. analysis intuition activity time Project Project Start End #twobrains
  • 39. analysis intuition #twobrains
  • 40. methodical • logical • controlled • descriptive analysis • • direct; explicit conscious • • logical path from situation to outcome directly traceable • “scientific” • deductive and inductive • skill-based • internalized • responsive • expert pattern matching of situation to intuition indirect; implicit • • subconscious tacit response • pattern oriented knowledge • linear; continuous • multi-faceted • reflective • expert synthesis of conditions & data indirectly traceable insight • • inferred connections • nonlinear; discontinuous • abductive #twobrains
  • 41. analysis intuition #twobrains
  • 42. analysis intuition UX practice empathy happens here #twobrains
  • 43. thanks! Maria Cordell Design Director Adaptive Path maria@adaptivepath.com @mcordell #twobrains #twobrains