Presumptive Design: "It's not research! We're getting stuff done!"

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Presumptive Design
It's Not Research! We're Getting Stuff Done!
UXPA 2016, Seattle
Leo Frishberg
Principal | Phase II
@leofrish

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PresumptiveDesign
AnIntroduction
May 2016 @leofrish phaseiidesign.com 2

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Activity Time Activity Time
Intros/Agenda/Objectives 10 min
About the Engagement
Session
15 min
PrD – Overview
Stump the Leo
20 min Break 15 min
Assumptions 30 min Preparation 15 min
The Key Feature 5 min Engagement Session 40 min
The Tasks, Context and
Objectives
10 min Debrief / Analysis 5 min
Preparing the Artifact 15 min Report-outs 10 min
The Script 10 min What is PrD? – Reprise 10 min
Engagement Session Demo 5 min Open discussion, books remaining
1:30
1:40
2:00
2:30
2:35
2:45
3:00
3:10
3:15
3:15
3:30
3:45
4:00
4:40
4:45
4:55
5:05
AgendaIntros

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ALittleAbout
Leo
May 2016 @leofrish phaseiidesign.com
•  35 years in
design
•  Serial
Entrepreneur
•  Super power:
Predicts the
future
•  Kryptonite:
Always wrong

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•  Introduce a rapid method of validatin
assumptions based on Design Thinking
•  Apply the process to internalize its
value
•  Explore the differences between PrD
and other research and design
methods
The best way to predict the future is to invent it.
– Alan Kay, 1971, Dennis Gabor, 1963
Any sufﬁciently advanced technology is indistinguishable from magic.
– Arthur C. Clarke, 1961 – Clarke’s Third Law
Workshop
Objectives

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Presumptive Design (PrD)
A Brief Overview and Q&A

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OnYourFeet

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UKDesignCouncil
DoubleDiamond

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PresumptiveDesign
Componentsand
Timeline
1
dy-‐1wk
Invites Recruit
/
C alendar
Engagement
S essions Analysis Report
out
Practice
/
Dry-‐run
Logistics
Time
frame:
2
hrs
-‐
2
days Time
frame:
1/2
-‐
1
hour
(ea)
Prework
C reation
S ession(s)
Introductions
/

Explanation
of
process
Introduce
Task(s)
Engage
with
participant
1
hour-‐3
weeks 1
day
-‐
1
month 1
hour
-‐
1
week
Introductions
-‐
Creative

Exercise
Data
Review
/
Expert

Presentations
Task
Brainstorming
Artifact
Creation
Script
Development
Time
frame:
1
week
-‐ 1.5
months

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What Does PrD Mean by
Assumptions?

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Understanding
Assumptions
May 2016 14@leofrish phaseiidesign.com

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Understanding
Assumptions
May 2016 15
Figure 1 Figure 2
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Understanding
Assumptions
16
Figure 2
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Discoveringan
Object
•  Objective: Capture 10 or more
design assumptions built-into the
object
•  Process: Post-its on the wall/
ﬂipchart
•  Outcome: Report out to the group
your top assumptions

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Brainstorming
Reality
Rules for Brainstorming
•  Defer Judgment
•  First thoughts ﬁrst
•  “Yes and…” build on the
ideas of others
•  Stay focused on the topic
•  Hold one conversation at
a time
•  Be visual!
•  Go for “quantity over
quality”
•  Have fun!
Finding built in
assumptions:
Who is it designed for?
What is its intended
use?
Where is it used?
How is it maintained?
If you get stuck…
Think the opposite
Who isn’t it designed
for?
and so forth

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Report
Out
Common Everyday Object
Design Assumptions

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Beyondthe
OriginalObject
•  Objective: Capture 10 or more
alternative uses for the object
•  Process: Post-its on the wall / ﬂip
chart

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Brainstorming
Alternatives
Rules for Brainstorming
•  Encourage wild ideas!
ideas of others
•  Hold one conversation at a
time
•  Be visual!
quality”
•  Have fun!
Finding Alternative
assumptions:
–  Who else could use it?
–  What else could it be
used for?
–  and so forth
If you get stuck…
–  Think about a different
context
•  Where could the
object be used?
•  and so forth…

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Report
Out
Alternatives

Photocredit:fantailmediaviaFoter.com/CCBY-NC-ND
An Artifact From the Future

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Extendingthe
OriginalObject
•  Objective: Build your own
assumptions into the object by
adding a “digital” dimension
•  Start by adding the digital dimension
•  Brainwrite all of the assumptions
inherent in adding that dimension
•  Process: Brainwriting as a group

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Brainwriting
Extendingtothe
DigitalDimension Rules for Brainstorming
•  Encourage wild ideas!
ideas of others
•  Hold one conversation at
a time
•  Be visual!
quality”
•  Have fun!
Rules for Brainwriting
•  Take a card from your
stack
•  Write as many ideas for
overcoming the challenge as
you can – One per card!
•  Keep your ideas short and
write clearly so others can
read them
•  When you ﬁnish an idea,
place the card in the
“pool” (middle of the table)
•  When you need inspiration,
take a card from the pool.

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Report
Out
Digital Extensions

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Choosing the Key Feature
Pick one digital attribute to explore

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May 2016
Tasks, Context and Objectives
@leofrish phaseiidesign.com 28

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ToBuildtheFuture,
YouNeeda
Deﬁnitionof‘Done’
S
Speciﬁc: a single focus for each objective—no “and”
or “ors”
M
Measurable: a number—how many “things” will it
take to be considered done
A
Attainable: will it be achievable in the time frame of
the exercise?
R Relevant: is it appropriate to the research?
T
Time-bound: after how much time will you consider
the exercise done?

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Engagement
SessionObjectives
(Choose1) Document three user-identiﬁed assumptions
that differed from the team’s.
Capture at least three reactions to the
proposed problem based on the assumed
context and task.
Discover at least one additional context in
which the participant would expect to use the
artifact.
Identify at least one task the participant would
do with the artifact in addition to the task
proposed by the team.

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May 2016
A Miniature Creation Session
Prepare the Artifact and the Script

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Engagement
SessionScript
•  This is like a usability test, but it isn’t a usability test.
•  Prepare a minimal script to introduce the exercise and the
artifact:
•  “Thank you for joining us today!”
•  “We’re helping a client understand a new product they’re considering
introducing to the market. To that end, we’ve created a rough
prototype of their idea. We’d appreciate your help in improving on our
work.
•  <hand them the artifact>
•  “Please recall a recent time you used <something like this>.
•  <listen for their story>
•  “Our client expects to improve on your experience by enhancing <the
object> with the ability to <the new digital feature – if possible,
relevant to their story >.
•  “You mentioned <their story, summarized>
•  “Please demonstrate using this product to do that same task, knowing
<the object> has these additional capabilities”

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Engagement
Session
Demonstration

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Engagement Session Overview

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Engagement
Session
Procedures •  You will ask the participant to tell you a story about a recent
use of the object.
•  You will then offer the participant the artifact and have them
use the artifact as they did the object in their story.
•  Based on their reaction, you will take notes on what they say
as they perform the task.
•  If they get stuck, or turn to you for help, this is a key
opportunity to learn more.
•  Mirror their question back to them. (“What would you do in this
situation?”)
•  Do not explain or present the design or assumptions.
•  Prompt them to consider their behavior in the context (or
performing the task) as they attempt to use the artifact.
•  Remember: This is about your client’s assumptions, some of
which may not be apparent until the participant calls your
attention to them!
•  ALWAYS KEEP YOUR OBJECTIVE IN MIND!

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Engagement
SessionRoles
•  You will have multiple opportunities to
work with participants.
•  Choose a Facilitator. You can have
several— one for each participant.
•  All of the others become Researchers/
Observers
•  The Facilitator role is subtle:
–  Offer the artifact with a minimal
introduction.
–  Ask the participant to perform the task.
–  Become an improv artist based on the
participant’s reactions.
May 2016
Analyst
Researcher
/ Observer
Designer
Builder
Facilitator /
Planner

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BreakTake5,10,
15minutes–please
bebackby3:45

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Engagement
SessionPreparation

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The Engagement Session

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Analysis and Report Out

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Process in Review

Des
Cultural

Probes

Usability

Tests

Rapid
Prototyping

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PrDIncreases
Insight,Decreases
TimetoInsight

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References
•  Buxton, Bill; Sketching User Experiences: Getting the Design Right and the Right
Design; Morgan Kaufmann; 2007
•  Carroll, Lewis; Through the Looking-Glass and What Alice Found There; The MacMilllan
Company, New York, London, 1899
•  Dubberly, Hugh; Evenson, Shelley; and Robinson, Rick; The Analysis-Synthesis Bridge
Model; http://www.dubberly.com/articles/interactions-the-analysis-synthesis-bridge-model.html
•  Frishberg, Leo; Lambdin, Charles; Presumptive Design: Design Provocations for
Innovation. Morgan Kaufmann; 2016
•  Frishberg, Leo; Presumptive design, or cutting the Looking-glass cake. Interactions,
Vol. 13, Iss. 1, 18-20; 2006
•  Frishberg, Leo; Presumptive design, or cutting the Looking-glass cake. SAO Ignite,
March, 2012; http://www.slideshare.net/leofrish/presumptive-design-or-cutting-the-looking-glass-cake
•  Kuhn, Thomas; The Structure of Scientiﬁc Revolutions; University of Chicago Press,
1962
•  Laseau, Paul; Graphic Thinking for Architects and Designers; Van Nostrand, 1980
•  Owens, Charles; Design Thinking: Notes on its Nature and Use; Design Research
Quarterly Vol. 2, N0. 1, January, 2007, pp. 16-27
•  Sato, Steve; Using Design Thinking to Measure Design’s Impact; CHIFOO Presentation,
September 2013
http://www.chifoo.org/index.php/chifoo/events_detail/
using_value_to_position_design_ux_and_hci_more_strategically_in_an_organiza/
•  Sanders, Liz; Stappers, Pieter Jan; Convivial Toolbox: Generative Research for the
Front End of Design; BIS Publishers, 2013

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When to use PrD?

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Unknown
Unknowns
Unknowable
Unknowns
Known
Unknowns
Known
Knowns
PrDinthe
CyneﬁnFramework

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Unknown
Unknowns
Unknowable
Unknowns
Known
Unknowns
Known
Knowns
{C=E} “Best Practice”
Sense-Categorize-Respond
Simple

May 2016
PrDinthe
CyneﬁnFramework

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Unknown
Unknowns
Unknowable
Unknowns
Known
Unknowns
Known
Knowns
{C------>E}
Simple

Complicated

Sense-Analyze-Respond
“Good Practice”
May 2016
PrDinthe
CyneﬁnFramework

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Unknown
Unknowns
Unknowable
Unknowns
Known
Unknowns
Known
Knowns
{C------>E}
Simple

Complicated

“Good Practice”
Complex

C E
C E{ }
Probe-Sense-Respond
“Emergent Practice”
May 2016
PrDinthe
CyneﬁnFramework

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Unknown
Unknowns
Unknowable
Unknowns
Known
Unknowns
Known
Knowns
{C------>E}
C≠E {C=E} “Best Practice”
Simple

Complicated

“Good Practice”
Chaotic

Complex

C E
C E{ }
Probe-Sense-Respond
“Novel Practice”
Act-Sense-RespondMay 2016
PrDinthe
CyneﬁnFramework

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Unknown
Unknowns
Unknowable
Unknowns
Known
Unknowns
Known
Knowns
{C------>E}
C≠E {C=E} “Best Practice”
Simple

Complicated

“Good Practice”
Chaotic

Complex

C E
C E{ }
Probe-Sense-Respond
“Novel Practice”
Act-Sense-Respond
Presumptive Design
Resides Here
May 2016
PrDinthe
CyneﬁnFramework

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Backup

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Why Artifacts Aren’t Prototypes

Artifacts vs.
Prototypes

‘You don’t
know how to
manage
Looking-glass
cakes,’ the
Unicorn
remarked.
‘Hand it round
first, and cut it
afterwards.’

Design to Fail
Create, Discover, Analyze
Make Assumptions Explicit
Iterate, Iterate, Iterate
The Faster You Go, the
Sooner You’ll Know
Have Fun!
Lack of Courage / Skill
Lack of Diversity
Believing Our Own Stories
Unclear Objectives
Losing Our Audience
Incrementalism!May 2016 @leofrish phaseiidesign.com 57

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The Case of the
Misplaced
Business Case

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The Curious
Case of the
Hardboiled Egg

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The Case of the
Transformed
Treatment

Presumptive Design: "It's not research! We're getting stuff done!"

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