Database Reference
In-Depth Information
coherent view, showing common patterns without losing the key variation across custom-
ers. Consolidation produces a representation of the market that drives design action, but
actsasanimmersionexperienceitself—teammemberswhoparticipateinconsolidatingthe
data interact with it intimately and become very familiar with it.
Quantitative techniques make data manageable through
data reduction
—looking just
for the top findings, which hides the richness of the actual data. Contextual Design takes
a different approach: organize the rich, detailed data to reveal the key issues, basic struc-
ture of work and life practice, and see patterns across a market. The process of organizing
the complexity of life so designers can use it is greatly helped by having multiple ways to
represent different aspects of life. The Contextual Design models represent different points
of view on the life, the behaviors, the structure of the practice, the motives, and the issues
of the target population. The Affinity Diagram reveals the overall issues of the market; the
Day-in-the Life model shows the structure and movement of the users as they get relevant
activities done throughout the day. These are both big-picture models that reveal the larger
world the user lives in. The Sequence model shows a lower level view of particular tasks,
andtheCollaboration modelshowsgroup-level coordination androles.Thesearemorede-
tailed models. The Identity, Relationship, and Sensation models reveal targeted customer
motives, feelings, and values. Each model focuses the team on one point of view of the
user's experience.
Contextual Design's multiple models allow the rich field data to be structured into mul-
tiple views so that complexity is manageable. Each model shows different points of view
on the user's world—points of view that we have found to be particularly helpful for driv-
ing design thinking. Once consolidated, the team can see what is going on in their market
from each perspective and derive insight. Then they can design the best way to represent
that data so that it will drive ideation.
Communication design
—the intentional creation of
diagrams and pictures to communicate data—is an essential skill. Good communication
design ensures that the data and its insights can be used by the team to drive innovation.
Figure 4.1:
Using the team room to create an immersive experience.
