Mind the Gap_Bridging the Gap Between Research and Design. How can we ensure that research insights have the power to inform and inspire design? Communicating insights in ways that are meaningful, actionable, descriptive and aspirational demonstrate value and illustrate futures rich with customer understanding. Insight translation is the next step in design research providing alignment within companies and inspiration for designers.

1. MIND THE GAP.
Bridging the gap between...
...research & design
Erin Hamilton & Drew Smith

2. PRIMARY GOAL OF RESEARCH.
RESEARCH
Inform and Inspire DESIGN
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3. MIND THE GAP.
THE GAP
RESEARCH DESIGN
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4. WHY IS THERE A GAP?
THE GAP
RESEARCH DESIGN
Bad data
Poor communication
What’s Important?
How do I use this?
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5. BRIDGING THE GAP.
THE GAP
RESEARCH DESIGN
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6. BRIDGING THE GAP.
THE GAP
INSIGHT
RESEARCH TRANSLATION
DESIGN
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7. 1
Figure out what’s important.
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8. 1) FIGURE OUT WHAT’S IMPORTANT.
 Avoid the 1,000 page report! More and more companies are becoming one page cultures for a reason.
Concise research findings increases adoption and use.
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9. 1) FIGURE OUT WHAT’S IMPORTANT.
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10. 1) FIGURE OUT WHAT’S IMPORTANT.
 Look for patterns via frequency or severity. The more structured your analysis & synthesis is, the easier the process.
75%
15%
Ensure you’re designing for the right problem.
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11. 1) FIGURE OUT WHAT’S IMPORTANT.
 Align your team. Involve all stakeholders in the process of determining what’s important.
MGMT DESIGN
ENG
R&D
MKT
Innovation moves faster when everyone is moving in the same direction.
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12. 2
Develop a framework.
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13. 2) DEVELOP A FRAMEWORK.
 Develop a structure that organizes the insights.
EMOTIONS 1 2 BENEFITS
How do people want to feel? What does the product
have to provide to make
EXAMPLE: people feel this way?
a) I want to feel confident that
my phone will never fail. EXAMPLES:
a) My phone will not break.
b) My phone always looks new.
3 FEATURES
How does the product
deliver the benefits?
EXAMPLES:
a) My phone is shockproof.
b) My phone is scratch proof.
4 ATTRIBUTES
What sensory cues do people
associate with these features?
EXAMPLES:
Structure brings clarity.
a) My phone has a recessed screen.
b) My phone has rubberized
contact surfaces.
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Anatomy of an

14. 3
Make it “sticky.”
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15. 3) MAKE IT “STICKY”
 Know your audience. Understand how they are going to use the information internally.
Ensure a seamless transition of knowledge to the organization.
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16. 3) MAKE IT “STICKY”
 Communicate the big ideas, hierarchy, and relationships.
The brain processes visual information quicker and with greater comprehension.
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17. 3) MAKE IT “STICKY”
 Communicate the big ideas, hierarchy, and relationships.
Diagrams become a quick and easy way to activate and share knowledge throughout an organization.
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18. 3) MAKE IT “STICKY”
 Build empathy by bringing the user to life.
Being in the mindset of the user helps guide unanticipated design decisions.
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19. 4
Focus creativity.
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20. 4) FOCUS CREATIVITY.
 Identify, organize, and prioritize opportunities.
Provide clear direction for the organization’s short and long term future. Generate momentum.
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21. 5
Envision the future.
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22. 5) ENVISION THE FUTURE.
 Take the selected opportunity and embody the emotions and benefits the design needs to deliver.
Build alignment around a design concept.
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23. 5) ENVISION THE FUTURE.
 Embody the features and attributes the design needs to communicate.
Inspire and inform design in an actionable way.
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24. FIVE PRINCIPLES TO BRIDGE THE GAP.
 Figure out what’s important.
 Develop a framework.
 Make it “sticky.”
 Focus creativity.
 Envision the future.
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25. THANK YOU.
www.lextant.com
Erin Hamilton
Design Research, Senior Associate
m ehamilton@lextant.com
Drew Smith
Insight Translation Senior Associate
m dsmith@lextant.com