Analogy

2. Analogy

3. Analogy The inference that if two or more things agree with one another in some respects, they will probably agree in others.

4. Why Analogy? Inspiration A fresh perspective Getting un-stuck When direct observation is difficult

8. POV metaphor 1) current metaphor _____________[user’s]____________ collaboration experience works like a ______________________________________________________ and feels like a _________________________________________________ 2) generate new metaphors what could it be? what would they prefer...? 3) (H2) how to... How can we make ____________[user’s]___________________ collaboration experience work more like a _________________________________________________________________________ and feel more like a _________________________________________ 10 min

12. Analogous situations How? Who else? Attributes What is our POV?

14. Prototype

15. PROTOTYPE • TODAY: • DEEPER EXPLORATION • Prototype using analogous situations • Prototyping intangibles [digital & service]

16. PROTOTYPE . . . using ANALOGOUS SITUATIONS -helpful if the context is inaccessible -helpful if you’re stuck -helpful if the problem is intangible

17. PROTOTYPE . . . ANALOGOUSLY

18. PROTOTYPE . . . ANALOGOUSLY

19. PROTOTYPE . . . ANALOGOUSLY Help people in despair

20. PROTOTYPE . . . ANALOGOUSLY Placeholders

21. PROTOTYPE . . . ANALOGOUSLY

22. PROTOTYPE . . . ANALOGOUSLY Gone to the ATM

23. PROTOTYPE . . . ANALOGOUSLY

24. PROTOTYPE . . . ANALOGOUSLY Happy customer back in line

26. Analogous prototyping Where else? H2 make it? Variable What is our Idea?

27. PROTOTYPE . . . INTANGIBLES

28. PROTOTYPE . . . INTANGIBLES

29. PROTOTYPE WIZARD OF OZ

31. “We had a team of 6 or 7 interns sitting at the computers, copying and pasting IM messages. And manually routing questions . . . seeing who is the best user to answer this question and sending it to them.”

32. PROTOTYPE IDENTIFY A VARIABLE

33. PROTOTYPE IDENTIFY A VARIABLE

34. PROTOTYPE IDENTIFY A VARIABLE

35. PROTOTYPE IDENTIFY A VARIABLE

36. PROTOTYPE IDENTIFY A VARIABLE

37. PROTOTYPE IDENTIFY A VARIABLE

38. PROTOTYPE IDENTIFY A VARIABLE

43. Observation

48. Observation Find a spot where there are people. Observe, taking notes for 10 minutes on what you see. Write down anything that happens. Stick to neutral language.

49. Analogous situations Substantial wait time What are the attributes of our challenge? (Let’s come up with some as a large group)

50. Analogous situations What other situations, places or people have similar attributes to ours? Disneyland Substantial wait time What are the attributes of our challenge? (Let’s come up with some as a large group)