1. SDL – Design for Empathy and Change
Industrial Design 2012, Georgia Institute of Technology
www.florianvollmer.com
@florianvollmer

2. why? extended
what? organization
who? group
Thoughts Actions User/
External
& & Customer/ Designer Team Company
Partners
Emotions Behaviors Consumer
© Florian Vollmer, 2012 – www.florianvollmer.com

3. Thoughts
Actions External
&
& User/ Company Partners
Emotions
Behaviors Customer/ Team
Consumer Designer
causes
values
insights
hypothesis
sustainable change
© Florian Vollmer, 2012 – www.florianvollmer.com

4. Problem Solution

5. Exploration/ Validation/
formative summative

6. Integrative
Storytelling

7. visual
Recording
Research
Artifact Collection
Methods Model Collection
Statistical Data
Observation
Participation
quantitative qualitative
Surveys Archiving Oral Histories
Group Interviews
Diaries
Adopted from: Tim Plowman, Design Research
verbal

8. Recording
Research
Artifact Collection
Methods Model Collection
Statistical Data
Observation
Participation
formative summative
Surveys Archiving Oral Histories
Group Interviews
Diaries
Adopted from: Tim Plowman, Design Research

9. Recording
Research
Artifact Collection
Methods Usability Testing
Model Collection
Participation Analytics
Statistical Data
Observation
Literature Review Questionnaires
Taxonomies
formative summative
Archiving
Heuristics Surveys
Oral Histories
Diaries
Group Interviews

10. Recording
Research
Artifact Collection
Research Tool
Methods Usability Testing
Model CollectionShare Story:
Used?
Participation Analytics
Statistical Data
Observation
Literature Review Questionnaires
Successes and Challenges:
formative summative
Archiving Related Methods:
Heuristics Surveys
Oral Histories
Diaries
Purpose/ Outcome:
Group Interviews

11. Research
Communication
Reports & Statistics Personas Design Brief Decision Matrix Post-Purchase
formative summative
Needs
Constraints

12. Traditional
Product and Service Development
Development Development
summative summative
formative formative
Deployment Deployment
marketing & sales metrics marketing & sale

13. New
Product and Service Development
Development Iteration Iteration
summative summative summative
formative formative formative
Deployment Deployment Deployment
formative & summative formative & summative formative & summative
marketing & sales metrics marketing & sales metrics marketing & sales metrics

14. Semantics Sequence
Designscape Form Experience Interaction
Storytelling Multidisciplinary
Intradisciplinary
User
Behavior
Technology
Systems
Network Florian Vollmer 2012
© Florian Vollmer, 2012 – www.florianvollmer.com

15. • Enable “serial empathy”
• Avoid stereotyping
Summarizing • Enable mnemonics
Findings:
• Focus on actionable
Personas traits
• Root in research
• Text, graphics, visuals

16. The Customer Journey Canvas
© Florian Vollmer & Info Retail 2012 – www.inforetail.com

17. Brand
Wayfinding
Digital Interaction
Info Graphics/ Print
Human interaction
Digital Signage
Environmental cues
Smartphone?
© Florian Vollmer & Info Retail 2012 – www.inforetail.com

18. Back-Stage Actors
Front-Stage Actors
Physical and Digital Touchpoints
© Florian Vollmer & Info Retail 2012 – www.inforetail.com

19. Pre-Service Service Period Post-Service
© Florian Vollmer, 2012 – www.florianvollmer.com
© Florian Vollmer & Info Retail 2012 – www.inforetail.com

20. Ad
CRM
Social
Service Journey Social
WoM
Past WoM
Experiences
© Florian Vollmer & Info Retail 2012 – www.inforetail.com

21. Satisfaction/
Expectations Experiences
Dissatisfaction
© Florian Vollmer & Info Retail 2012 – www.inforetail.com

22. © Florian Vollmer & Info Retail 2012 – www.inforetail.com

29. © Florian Vollmer & Info Retail 2012 – www.inforetail.com

30. SDL – Design for Empathy and Change
Industrial Design 2012, Georgia Institute of Technology
www.florianvollmer.com
@florianvollmer