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SDL – Design for Empathy and Change
Industrial Design 2012, Georgia Institute of Technology




                                     www.florianvollmer.com
                                    @florianvollmer
why?                                                                           extended
                 what?                                         organization
                              who?              group


Thoughts    Actions      User/
                                                                                                External
&           &            Customer/   Designer           Team       Company
                                                                                                Partners
Emotions    Behaviors    Consumer




                                                                        © Florian Vollmer, 2012 – www.florianvollmer.com
Thoughts
           Actions                                                                External
&
           &           User/                           Company                    Partners
Emotions
           Behaviors   Customer/                Team
                       Consumer      Designer




                                    causes
                                    values
                                    insights
                                   hypothesis
                           sustainable change
                                                          © Florian Vollmer, 2012 – www.florianvollmer.com
Problem   Solution
Exploration/   Validation/
 formative     summative
Integrative
Storytelling
visual
                                                        Recording
Research
                                                                             Artifact Collection
Methods                                                               Model Collection
                          Statistical Data

                                                       Observation
                                                                          Participation

           quantitative                                                          qualitative


                          Surveys                     Archiving      Oral Histories


                                                                          Group Interviews

                                                        Diaries


                                                                                          Adopted from: Tim Plowman, Design Research
                                             verbal
Recording
Research
                                                         Artifact Collection
Methods                                           Model Collection
               Statistical Data

                                   Observation
                                                      Participation

   formative                                                                          summative


               Surveys            Archiving      Oral Histories


                                                      Group Interviews

                                    Diaries


                                                                      Adopted from: Tim Plowman, Design Research
Recording
Research
                                Artifact Collection
Methods                                                                    Usability Testing
                           Model Collection
                                                           Participation                       Analytics
           Statistical Data
                                                Observation
    Literature Review                                                      Questionnaires
                               Taxonomies

   formative                                                                                         summative

               Archiving
                              Heuristics              Surveys
    Oral Histories

                 Diaries
                                                       Group Interviews
Recording
Research
                                Artifact Collection
                                     Research Tool
Methods                                                                    Usability Testing
                           Model CollectionShare Story:
                                   Used?
                                                           Participation                       Analytics
           Statistical Data
                                               Observation
    Literature Review                                                      Questionnaires
                                    Successes and Challenges:

   formative                                                                                         summative

               Archiving           Related Methods:
                              Heuristics           Surveys
    Oral Histories

                 Diaries
                                    Purpose/ Outcome:
                                                        Group Interviews
Research
Communication

   Reports & Statistics   Personas   Design Brief   Decision Matrix   Post-Purchase

   formative                                                                 summative


                                     Needs

                                     Constraints
Traditional
Product and Service Development

  Development                                     Development
                summative                                       summative
  formative                                       formative



                     Deployment                                      Deployment

                      marketing & sales metrics                       marketing & sale
New
Product and Service Development

 Development                Iteration                     Iteration
            summative                    summative                     summative
 formative                  formative                     formative



                   Deployment                    Deployment                    Deployment
                   formative & summative         formative & summative         formative & summative
                   marketing & sales metrics     marketing & sales metrics     marketing & sales metrics
Semantics                 Sequence
Designscape                            Form        Experience   Interaction

    Storytelling   Multidisciplinary




                   Intradisciplinary




                   User
      Behavior



                   Technology




                   Systems


       Network                                                    Florian Vollmer 2012

                                                                                         © Florian Vollmer, 2012 – www.florianvollmer.com
• Enable “serial empathy”
              • Avoid stereotyping
Summarizing   • Enable mnemonics
Findings:
              • Focus on actionable
Personas      traits
              • Root in research
              • Text, graphics, visuals
The Customer Journey Canvas


                      © Florian Vollmer & Info Retail 2012 – www.inforetail.com
Brand
Wayfinding
Digital Interaction
Info Graphics/ Print
Human interaction
Digital Signage
Environmental cues
Smartphone?
                       © Florian Vollmer & Info Retail 2012 – www.inforetail.com
Back-Stage Actors


      Front-Stage Actors


Physical and Digital Touchpoints



                                   © Florian Vollmer & Info Retail 2012 – www.inforetail.com
Pre-Service   Service Period    Post-Service




                               © Florian Vollmer, 2012 – www.florianvollmer.com
                                        © Florian Vollmer & Info Retail 2012 – www.inforetail.com
Ad
                                CRM
Social
              Service Journey   Social
WoM

Past                            WoM
Experiences



                                  © Florian Vollmer & Info Retail 2012 – www.inforetail.com
Satisfaction/
Expectations   Experiences
                             Dissatisfaction




                             © Florian Vollmer & Info Retail 2012 – www.inforetail.com
© Florian Vollmer & Info Retail 2012 – www.inforetail.com
© Florian Vollmer & Info Retail 2012 – www.inforetail.com
SDL – Design for Empathy and Change
Industrial Design 2012, Georgia Institute of Technology




                                     www.florianvollmer.com
                                    @florianvollmer

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SDL Design Empathy Change

  • 1. SDL – Design for Empathy and Change Industrial Design 2012, Georgia Institute of Technology www.florianvollmer.com @florianvollmer
  • 2. why? extended what? organization who? group Thoughts Actions User/ External & & Customer/ Designer Team Company Partners Emotions Behaviors Consumer © Florian Vollmer, 2012 – www.florianvollmer.com
  • 3. Thoughts Actions External & & User/ Company Partners Emotions Behaviors Customer/ Team Consumer Designer causes values insights hypothesis sustainable change © Florian Vollmer, 2012 – www.florianvollmer.com
  • 4. Problem Solution
  • 5. Exploration/ Validation/ formative summative
  • 7. visual Recording Research Artifact Collection Methods Model Collection Statistical Data Observation Participation quantitative qualitative Surveys Archiving Oral Histories Group Interviews Diaries Adopted from: Tim Plowman, Design Research verbal
  • 8. Recording Research Artifact Collection Methods Model Collection Statistical Data Observation Participation formative summative Surveys Archiving Oral Histories Group Interviews Diaries Adopted from: Tim Plowman, Design Research
  • 9. Recording Research Artifact Collection Methods Usability Testing Model Collection Participation Analytics Statistical Data Observation Literature Review Questionnaires Taxonomies formative summative Archiving Heuristics Surveys Oral Histories Diaries Group Interviews
  • 10. Recording Research Artifact Collection Research Tool Methods Usability Testing Model CollectionShare Story: Used? Participation Analytics Statistical Data Observation Literature Review Questionnaires Successes and Challenges: formative summative Archiving Related Methods: Heuristics Surveys Oral Histories Diaries Purpose/ Outcome: Group Interviews
  • 11. Research Communication Reports & Statistics Personas Design Brief Decision Matrix Post-Purchase formative summative Needs Constraints
  • 12. Traditional Product and Service Development Development Development summative summative formative formative Deployment Deployment marketing & sales metrics marketing & sale
  • 13. New Product and Service Development Development Iteration Iteration summative summative summative formative formative formative Deployment Deployment Deployment formative & summative formative & summative formative & summative marketing & sales metrics marketing & sales metrics marketing & sales metrics
  • 14. Semantics Sequence Designscape Form Experience Interaction Storytelling Multidisciplinary Intradisciplinary User Behavior Technology Systems Network Florian Vollmer 2012 © Florian Vollmer, 2012 – www.florianvollmer.com
  • 15. • Enable “serial empathy” • Avoid stereotyping Summarizing • Enable mnemonics Findings: • Focus on actionable Personas traits • Root in research • Text, graphics, visuals
  • 16. The Customer Journey Canvas © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  • 17. Brand Wayfinding Digital Interaction Info Graphics/ Print Human interaction Digital Signage Environmental cues Smartphone? © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  • 18. Back-Stage Actors Front-Stage Actors Physical and Digital Touchpoints © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  • 19. Pre-Service Service Period Post-Service © Florian Vollmer, 2012 – www.florianvollmer.com © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  • 20. Ad CRM Social Service Journey Social WoM Past WoM Experiences © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  • 21. Satisfaction/ Expectations Experiences Dissatisfaction © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  • 22. © Florian Vollmer & Info Retail 2012 – www.inforetail.com
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  • 29. © Florian Vollmer & Info Retail 2012 – www.inforetail.com
  • 30. SDL – Design for Empathy and Change Industrial Design 2012, Georgia Institute of Technology www.florianvollmer.com @florianvollmer