Database Reference
In-Depth Information
Figure4.12:
FullSensationmodelshowingthedifferentaspectsofsensationthataffectthetravelexperience.
Consolidation is a way to organize and present complicated field data so that it can be
usedtodrivedesignthinking.Theconsolidationprocessofcollecting,organizing,structur-
ing, and naming themes and significant findings gives UX professionals and design teams
another immersion experience—and the beginnings of the insights that are important for
the design. Creating the models for communication helps hone and focus the insights and
the messages. The presentation itself is a critical step in creating a bridge from data to
design. This is the necessary first step in the ideation process—getting the evocative data
ready to help stimulate design thinking.
Figure 4.13:
One panel from a Sensation model for travel showing one aspect of sensation. The images are
chosen to communicate the emotional experience of travelers in ways words cannot.
Consolidated models are a lasting representation of the user's world and market needs.
They are a corporate resource—they can be used, accessed, and updated over and over. We
have found that the basic structure and intents of life represented in consolidated data do
not change much over time—unless the industry is undergoing massive disruption.
*
New
technology usually just changes the details of how those intents are accomplished. A com-
pany can expect to use this kind of data for 3-5 years across multiple product rollouts.
When graphical Contextual Design models are used with the Affinity Diagram and
Sequences, we have found that they successfully shift a team's invention in the direction
suggested by the Cool Concepts. They truly form a bridge to invention and a way to bring
the team into a shared understanding of the users' world and so to the best design solution
for their company.
