Epic Fail: The Insight Value Chain is Broken

From SCAMP2012 in NYC on how & why to be more playful when learning how to design interactions

Transcript

1. #SCAMP2012 EPIC FAIL.
2. THE TROUBLE WITH CONVENTIONAL WISDOM
3. IF I’D ASKED PEOPLE WHAT THEY WANTED, THEY WOULD HAVE TOLD ME ‘FASTER HORSES’. - henry ford
4. IF THERE IS ANY ONE SECRET OF SUCCESS, IT LIES IN THE ABILITY TO GET THE OTHER PERSON’S POINT OF VIEW AND SEE THINGS FROM THAT PERSON’S ANGLE AS WELL AS FROM YOUR OWN. - henry ford
5. IT'S REALLY HARD TO DESIGN PRODUCTS BY FOCUS GROUPS. A LOT OF TIMES, PEOPLE DON'T KNOW WHAT THEY WANT UNTIL YOU SHOW IT TO THEM. - steve jobs
6. We want to stand at the intersection of computers and humanism. - steve jobs
7. FORGET CONVENTIONAL WISDOM
8. PEOPLE ARE GREAT.
9. RESEARCH IS DUMB.
10. SPECIFICALLY: Target Segments are dumb. Facilities and the mirror are dumb. Discussion guides are dumb. Transcripts are dumb.
11. LEARN THROUGH PLAY. JUST LIKE KIDS.
12. BUT WHY?
13. 1. UNDERSTAND INCENTIVES & MOTIVATION.
14. COMPETITION.
15. NEGOTIATION. (OR BLUFFING).
16. SOLVING PUZZLES.
17. 2. DESIGN BETTER INTERACTIONS.
18. PRACTICING.
19. FINDING.
20. BUILDING.
21. 3. CREATE IMMERSIVE EXPERIENCES.
22. PRETENDING & TELLING STORIES.
23. THANKS! @FARRAHBOSTIC