Reading a fresh trend report should fill your head with new perspectives on how to transform your business. However, the value of a trend report often hinges on the ability to translate its themes correctly into good ideas. When misunderstood, trends can feel uninspiring, confusing, or just plain weird. Given that there are few standards for how trends should be communicated, the chances of misinterpreting them seems high. Two experiments using ideation sessions showed that sensory language and image-based priming can dramatically improve a person’s ability to translate trend information into relevant ideas. Learn why a “chef-inspired” trend is better than a “gourmet” one, or why “hallucinogenic” properties are better than “mood-altering” ones.
1. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
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Lost & Found
in Translation
Michael Roller
University of Cincinnati
2. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
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A trend document can feel:
Wonderful
Original
Exciting
Inspiring
Enlightening
Profound
Valuable
3. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
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A trend document can feel:
Wonderful
Original
Exciting
Inspiring
Enlightening
Profound
Valuable
Weird
Banal
Unimpressive
Disappointing
Confusing
Shallow
Trivial
5. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
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It’s not the trends.
It’s how they’re used.
100 THINGS
TO WATCH IN 2012DECEMBER 2011
TRENDS 2012
pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
FUTURE OF
HEALTH
PSFK presents
6. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
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Translation:
The process of changing
from one form (trends)
into another (designs)
pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
8. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
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What elements of
trend reports lead to
good translation?
pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
9. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
9 of 57
100 THINGS
TO WATCH IN 2012
DECEMBER 2011
Scope
WWW.PSFK.COM 8
PSFK presents
FUTURE OF HEALTH
Consulting
prepared for
EntiRE WoRlD As DisPlAy in-APP PuRChAsing FoR AugMEntED
REAlity ContEnt
The widespread use of mobile phones now connects
the world like never before. How can new services
leverage this unprecedented access to deliver
relevant information in a timely manner to those who
need it?
SmS CONSULTATiON
sERViCE MonitoRs thE hEAlth stAtus oF
CoMMunitiEs
instAnt tWo-WAy gRouP MEssAgingtExting tEEns gEt REliABlE hEAlth
EDuCAtion
“The questions asked are really very simple,
but the answers are very vital things for
people to know. SMS allows of-the-moment
type questions and answers.”
Katie Malbon, M.D.
SMS Healthcare Expert
Mount Sinai Adolescent Health Center
soCiAl nEtWoRking FRoM Any PhonEhEAlthCARE PRoFEssionAls CollABoRAtE
thRough tExt
iDEntiFying FAkE MEDiCinEs ViA MoBilE
PhonE
SummaRy
Increased access to mobile phones with even
basic capabilities has led to the development
of SMS services that connect users, allowing
for the exchange of vital information and
expert opinions in near real-time. this simple
format provides a trusted resource for asking
time-sensitive questions, while providing an
anonymous forum for gaining insights on
potentially sensitive subjects.
ImPlICatIonS
• trusted and Reliable
SMS systems can build trust and
encourage repeat usage by providing
timely responses to questions and
submissions.
• bite-Size Info
Concise information is easy to remember
and spread, while also serving as efficient
use of user time and battery on mobile
devices.
• low tech
SMS negates the need for more advanced
smartphones and cellular infrastructure in
developing countries.
• maintains Privacy
Services can provide users with the option
to maintain anonymity and privacy when
asking sensitive information.
Level of detail
PSFK presents
FUTURE OF HEALTH
PSFK presents
FUTURE OF HEALTH
Temporary Communities Personal Tracking
Remote Diagnostics
FEEDBACK LOOPCOMMUNICATION
Gaming for Health
Hacking Healthcare
Offline Web
Distance Learning
GLOBAL NETWORKS
Tracking Matters
Mobile Distributed Wealth
SMS Consultation
each of the trends identified in this report falls within one of four core themes identified by the innovati
relationships between actors, aggregators, and interactions. the images below visualize how each trend
CORE THEmES
Categorization
WWW.PSFK.COM 120
PSFK presents
FUTURE OF HEALTH
Consulting
prepared for
HACKiNG
HEALTHCARE
wEB COmmUNiTy PROvidES ACCESS TO
CREATiNG UNmANNEd AERiAL vEHiCLES
DIYDrones is a web resource that provides users with information on how
to source and build sophisticated technology cheaply and easily. the site
provides instructions on building autonomous aircraft, or “drones,” as well
as a community to link members together to share knowledge and answer
questions.
http://diydrones.com
Certainty
Bluetooth Earrings.
Skanz
Pearl Izumi
Micro-sensor MP3
Cycling Bib Shorts
MetaWatch’s open wrist
platform outsources
killer app invention.
Audio jewellery is still not
close to being mainstream.
Jawbone UP has had
many problems and
criticisms.
ImWatch – takes
Android to the
wrist.
Motorola MOTOACTV
takes incumbents into
new space.
Holo – the next-gen
wearable computer.
The Nike iPod Sport Kit
is a standard feature for
Apple, a clear WIN-WIN
partnership.
Spiral hearing phone.
SAY HELLO TO
24/7 WEARABLES
Familiar local mythologies are combined with futuristic visions to create modern global narratives. The video work Allegoria Sacra by artists AES+F - a reimagining of
Giovanni Bellini’s view of purgatory - shows idealised exotic African tribesman alongside retro-futuristic sci-fi visions of space.
Pragmatism
pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
10. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
10 of 57
100 THINGS
TO WATCH IN 2012
DECEMBER 2011
Scope
WWW.PSFK.COM 8
PSFK presents
FUTURE OF HEALTH
Consulting
prepared for
EntiRE WoRlD As DisPlAy in-APP PuRChAsing FoR AugMEntED
REAlity ContEnt
The widespread use of mobile phones now connects
the world like never before. How can new services
leverage this unprecedented access to deliver
relevant information in a timely manner to those who
need it?
SmS CONSULTATiON
sERViCE MonitoRs thE hEAlth stAtus oF
CoMMunitiEs
instAnt tWo-WAy gRouP MEssAgingtExting tEEns gEt REliABlE hEAlth
EDuCAtion
“The questions asked are really very simple,
but the answers are very vital things for
people to know. SMS allows of-the-moment
type questions and answers.”
Katie Malbon, M.D.
SMS Healthcare Expert
Mount Sinai Adolescent Health Center
soCiAl nEtWoRking FRoM Any PhonEhEAlthCARE PRoFEssionAls CollABoRAtE
thRough tExt
iDEntiFying FAkE MEDiCinEs ViA MoBilE
PhonE
SummaRy
Increased access to mobile phones with even
basic capabilities has led to the development
of SMS services that connect users, allowing
for the exchange of vital information and
expert opinions in near real-time. this simple
format provides a trusted resource for asking
time-sensitive questions, while providing an
anonymous forum for gaining insights on
potentially sensitive subjects.
ImPlICatIonS
• trusted and Reliable
SMS systems can build trust and
encourage repeat usage by providing
timely responses to questions and
submissions.
• bite-Size Info
Concise information is easy to remember
and spread, while also serving as efficient
use of user time and battery on mobile
devices.
• low tech
SMS negates the need for more advanced
smartphones and cellular infrastructure in
developing countries.
• maintains Privacy
Services can provide users with the option
to maintain anonymity and privacy when
asking sensitive information.
Level of detail
PSFK presents
FUTURE OF HEALTH
PSFK presents
FUTURE OF HEALTH
Temporary Communities Personal Tracking
Remote Diagnostics
FEEDBACK LOOPCOMMUNICATION
Gaming for Health
Hacking Healthcare
Offline Web
Distance Learning
GLOBAL NETWORKS
Tracking Matters
Mobile Distributed Wealth
SMS Consultation
each of the trends identified in this report falls within one of four core themes identified by the innovati
relationships between actors, aggregators, and interactions. the images below visualize how each trend
CORE THEmES
Categorization
WWW.PSFK.COM 120
PSFK presents
FUTURE OF HEALTH
Consulting
prepared for
HACKiNG
HEALTHCARE
wEB COmmUNiTy PROvidES ACCESS TO
CREATiNG UNmANNEd AERiAL vEHiCLES
DIYDrones is a web resource that provides users with information on how
to source and build sophisticated technology cheaply and easily. the site
provides instructions on building autonomous aircraft, or “drones,” as well
as a community to link members together to share knowledge and answer
questions.
http://diydrones.com
Certainty
Bluetooth Earrings.
Skanz
Pearl Izumi
Micro-sensor MP3
Cycling Bib Shorts
MetaWatch’s open wrist
platform outsources
killer app invention.
Audio jewellery is still not
close to being mainstream.
Jawbone UP has had
many problems and
criticisms.
ImWatch – takes
Android to the
wrist.
Motorola MOTOACTV
takes incumbents into
new space.
Holo – the next-gen
wearable computer.
The Nike iPod Sport Kit
is a standard feature for
Apple, a clear WIN-WIN
partnership.
Spiral hearing phone.
SAY HELLO TO
24/7 WEARABLES
Familiar local mythologies are combined with futuristic visions to create modern global narratives. The video work Allegoria Sacra by artists AES+F - a reimagining of
Giovanni Bellini’s view of purgatory - shows idealised exotic African tribesman alongside retro-futuristic sci-fi visions of space.
Pragmatism
There is no one right way
to present trends.
pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
11. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
11 of 57
100 THINGS
TO WATCH IN 2012
DECEMBER 2011
Scope
WWW.PSFK.COM 8
PSFK presents
FUTURE OF HEALTH
Consulting
prepared for
EntiRE WoRlD As DisPlAy in-APP PuRChAsing FoR AugMEntED
REAlity ContEnt
The widespread use of mobile phones now connects
the world like never before. How can new services
leverage this unprecedented access to deliver
relevant information in a timely manner to those who
need it?
SmS CONSULTATiON
sERViCE MonitoRs thE hEAlth stAtus oF
CoMMunitiEs
instAnt tWo-WAy gRouP MEssAgingtExting tEEns gEt REliABlE hEAlth
EDuCAtion
“The questions asked are really very simple,
but the answers are very vital things for
people to know. SMS allows of-the-moment
type questions and answers.”
Katie Malbon, M.D.
SMS Healthcare Expert
Mount Sinai Adolescent Health Center
soCiAl nEtWoRking FRoM Any PhonEhEAlthCARE PRoFEssionAls CollABoRAtE
thRough tExt
iDEntiFying FAkE MEDiCinEs ViA MoBilE
PhonE
SummaRy
Increased access to mobile phones with even
basic capabilities has led to the development
of SMS services that connect users, allowing
for the exchange of vital information and
expert opinions in near real-time. this simple
format provides a trusted resource for asking
time-sensitive questions, while providing an
anonymous forum for gaining insights on
potentially sensitive subjects.
ImPlICatIonS
• trusted and Reliable
SMS systems can build trust and
encourage repeat usage by providing
timely responses to questions and
submissions.
• bite-Size Info
Concise information is easy to remember
and spread, while also serving as efficient
use of user time and battery on mobile
devices.
• low tech
SMS negates the need for more advanced
smartphones and cellular infrastructure in
developing countries.
• maintains Privacy
Services can provide users with the option
to maintain anonymity and privacy when
asking sensitive information.
Level of detail
PSFK presents
FUTURE OF HEALTH
PSFK presents
FUTURE OF HEALTH
Temporary Communities Personal Tracking
Remote Diagnostics
FEEDBACK LOOPCOMMUNICATION
Gaming for Health
Hacking Healthcare
Offline Web
Distance Learning
GLOBAL NETWORKS
Tracking Matters
Mobile Distributed Wealth
SMS Consultation
each of the trends identified in this report falls within one of four core themes identified by the innovati
relationships between actors, aggregators, and interactions. the images below visualize how each trend
CORE THEmES
Categorization
WWW.PSFK.COM 120
PSFK presents
FUTURE OF HEALTH
Consulting
prepared for
HACKiNG
HEALTHCARE
wEB COmmUNiTy PROvidES ACCESS TO
CREATiNG UNmANNEd AERiAL vEHiCLES
DIYDrones is a web resource that provides users with information on how
to source and build sophisticated technology cheaply and easily. the site
provides instructions on building autonomous aircraft, or “drones,” as well
as a community to link members together to share knowledge and answer
questions.
http://diydrones.com
Certainty
Bluetooth Earrings.
Skanz
Pearl Izumi
Micro-sensor MP3
Cycling Bib Shorts
MetaWatch’s open wrist
platform outsources
killer app invention.
Audio jewellery is still not
close to being mainstream.
Jawbone UP has had
many problems and
criticisms.
ImWatch – takes
Android to the
wrist.
Motorola MOTOACTV
takes incumbents into
new space.
Holo – the next-gen
wearable computer.
The Nike iPod Sport Kit
is a standard feature for
Apple, a clear WIN-WIN
partnership.
Spiral hearing phone.
SAY HELLO TO
24/7 WEARABLES
Familiar local mythologies are combined with futuristic visions to create modern global narratives. The video work Allegoria Sacra by artists AES+F - a reimagining of
Giovanni Bellini’s view of purgatory - shows idealised exotic African tribesman alongside retro-futuristic sci-fi visions of space.
Pragmatism
There is no one right way
to present trends.
But...is there a right way to
use a trend presentation?
pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
12. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
12 of 57
Process:
1.
Interview analysts
& designers
2.
Research review
on translation
3.
Two experimental
ideation sessions
4.
Results and
Recommendations
pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
13. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
13 of 57
8 interviewswith designers and trend analysts
pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
“You need to be
inspiring but not
so lofty that it’s
over people’s
heads.”
“I ask myself,
‘how often do
I see this pop
up in my own
reading?’”
14. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
14 of 57
Text that is
“moderately-
related” is the
most effective.
Designers “rewrite
the brief” to engage
more deeply in a
project.
3 reports
on verbal-to-visual translation
8 interviewswith designers and trend analysts
“You need to be
inspiring but not
so lofty that it’s
over people’s
heads.”
“I ask myself,
‘how often do
I see this pop
up in my own
reading?’”
pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
15. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
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Right Language
• Inspiring but not too lofty
• “Moderately-related”
Right Priming
• Mini-ideation
• Rewrite the brief
pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
16. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
16 of 57
How do the words we choose
impact translation?
pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
Right Language:
17. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
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When we say
bold
simple
advanced
innovative
what do we (really) mean?
pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
18. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
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Open-ended
Not burdened by constraints
No inherent visuals
Search for symbolism
Directive
Can reference the brief
Inherently visual, tactile, etc.
Symbols often inherent
SensoryAmbiguous
pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
19. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
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Smell
Sound
Taste
pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
Sight
Touch
What sense are
you describing?
Other
20. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
20 of 57pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
Smell
Loudness
(Intensity)
Pitch
(Frequency)
Other
Sweet
Line
Space
Texture/
Finish
Form/
Shape
Hardness
Color
Musky
Umami
Fatty
Camphorous
Pungent
Sour
Floral
Bitter
Putrid
Minty
Temp-
erature
Pain
Balance
Time
Salty
Ethereal
Timbre
Sound
Taste
Sight
Touch
What sense are
you describing?
21. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
21 of 57
Smell
Loudness
(Intensity)
Pitch
(Frequency)
Other
Sweet
Line
Space
Texture/
Finish
Form/
Shape
Hardness
Color
Musky
Umami
Fatty
Camphorous
Pungent
Sour
Floral
Bitter
Putrid
Minty
Hue
Temp-
erature
Pain
Balance
Time
Value
Saturation
Salty
Ethereal
Timbre
Sound
Taste
pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
Sight
Touch
What sense are
you describing?
22. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
22 of 57
Fueled by a scientific understanding of our natural planet and its many
dark secrets, we go beyond a romanticized reverence of nature and
instead turn our attention to its “seedy underbelly” – spiny viruses,
furry bacteria, and clusters of fungi – as the new frontier.
Ancient yeast strains and their prehistoric origins could be a platform
for storytelling. Dirty Nature-inspired flavor notes (truffles, morel
mushrooms, kombucha, kimchee) lend themselves to more nuanced,
gourmet or chef-inspired flavor profiles ideal for pairing. Mycelium-
based materials are an opportunity to explore sustainable or renewable
packaging. Inspired by the notion of magic mushrooms, consider
allusions to hallucinogenic properties.
Dirty Nature
Inspired by an understanding of our world and its many unexplored
areas, we go beyond our respect for the perceptible parts of the
environment and instead turn our attention to its less desirable
features as the new frontier.
Yeast strains and their origins could be a platform for storytelling, or
as inspiration for premium experiences. Dirt-inspired ingredients lend
themselves to gourmet flavor profiles. Vegetable-based materials
are an opportunity to explore sustainability. Consider allusions to the
mood-altering properties of mushrooms.
Evolution of Natural
One trend presented two ways:
pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
*no images supplemented these texts
23. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
23 of 57
Fueled by a scientific understanding of our natural planet and its many
dark secrets, we go beyond a romanticized reverence of nature and
instead turn our attention to its “seedy underbelly” – spiny viruses,
furry bacteria, and clusters of fungi – as the new frontier.
Ancient yeast strains and their prehistoric origins could be a platform
for storytelling. Dirty Nature-inspired flavor notes (truffles, morel
mushrooms, kombucha, kimchee) lend themselves to more nuanced,
gourmet or chef-inspired flavor profiles ideal for pairing. Mycelium-
based materials are an opportunity to explore sustainable or renewable
packaging. Inspired by the notion of magic mushrooms, consider
allusions to hallucinogenic properties.
Dirty Nature
Inspired by an understanding of our world and its many unexplored
areas, we go beyond our respect for the perceptible parts of the
environment and instead turn our attention to its less desirable
features as the new frontier.
Yeast strains and their origins could be a platform for storytelling, or
as inspiration for premium experiences. Dirt-inspired ingredients lend
themselves to gourmet flavor profiles. Vegetable-based materials
are an opportunity to explore sustainability. Consider allusions to the
mood-altering properties of mushrooms.
Evolution of Natural
Ambiguous Sensory
pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
*no images supplemented these texts
24. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
24 of 57
evolution
inspired
world
unexplored areas
respect
less desirable features
ingredients
gourmet
vegetable-based
mood-altering
dirty
fueled
natural planet
dark secrets
romanticized
seedy underbelly
truffles, morel mushrooms
nuanced, chef-inspired
mycelium-based
magic, hallucinogenic
pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
Ambiguous Sensory
25. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
25 of 57
12 student participants
Range of creative disciplines, experience (1-6 years), and gender
Group 1
Ideation with sensory stimulus A: 30 min.
Ideation with ambiguous stimulus B: 30 min.
Group 2
Ideation with ambiguous stimulus A: 30 min.
Ideation with sensory stimulus B: 30 min.
pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
Design a Dining Experience:
26. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
26 of 57
How creative and relevant
were the ideas?
Measuring translation:
pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
27. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
28 of 57
Creativity: 3/3
Relevance: 2/2
• Experience that doesn’t exist today
• Pulls from gardening domain
• Directly references “dirty nature”
Example 1:
Planter Table
Dig up the food you’re about to eat.
pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
28. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
30 of 57
Creativity: 1/3
Relevance: 2/2
• Variations of this idea exist today
• Expresses natural themes in brief
Example 2:
Plating Scraps
Use food scraps that are typically
discarded.
pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
29. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
31 of 57
Right Language
• Inspiring but not too lofty
• “Moderately-related”
Right Priming
• Mini-ideation
• Rewrite the brief
pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
Right Language
• Inspiring but not too lofty
• “Moderately-related”
Right Priming
• Mini-ideation
• Rewrite the brief
30. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
32 of 57
How does a “warmup”
improve translation?
pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
Right Priming:
31. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
33 of 57
No Warmup Word-based Image-based
Waste no time
No touchy-feely stuff
Don’t change my brief
Get the kinks out
Put it in your own words
Apples-to-apples
Bridge text and ideas
through image search
How does a warmup improve translation?
pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
32. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
34 of 57
Group A
No Warmup
45 minute ideation
Group B
Word-based warmup
15 minute warmup
45 minute ideation
Group C
Image-based warmup
15 minute warmup
45 minute ideation
Design a Dining Experience:
21 participants from LPK
Range of creative disciplines, experience (1-25 years), and gender
pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
33. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
35 of 57
Right Language
• Inspiring but not too lofty
• “Moderately-related”
Right Priming
• Mini-ideation
• Rewrite the brief
pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
Did translation improve?
34. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
36 of 57
Language: Relevance
Twenty percent improvement when describing trends with sensory language.
Low-scoring ideas
Low: 8% Low: 8%
Ambiguous Language
Sensory Language
High-scoring ideas
High: 53%
High: 63%
pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
35. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
37 of 57
Language: Relevance
Sensory language may upgrade good ideas into great ones.
Low: 8%
Mid: 39%
High: 53%
Mid: 29%
High: 63%
Low: 8%
Ambiguous Language
Sensory Language
Mid-scoring ideas
Fewer mid-scores using sensory language suggests that this approach
helps people articulate ideas in more relevant ways.
pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
36. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
38 of 57
No Warmup Word-based Image-based
High: 0%
High: 3%
High: 15%
Priming: Relevance
Image-based priming produced the most high-scoring ideas...
pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
37. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
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No Warmup Word-based Image-based
Low: 27%
High: 0%
High: 3%
Low: 18%
High: 15%
Low: 9%
Priming: Relevance
Image-based priming produced the most high-scoring ideas...
and the fewest low-scoring ideas.
pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
38. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
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Priming: Relevance
Priming decreases the number of bad ideas; increases the number of good ones.
Low-scoring ideas
Half as many irrelevant ideas with image-based priming.
High-scoring ideas
Five times more relevant ideas with image-based priming.
Low: 27%
High: 0%
High: 3%
Low: 18%
High: 15%
Low: 9%
No Warmup
Word-based
Image-based
pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
39. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
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Creativity was not
hampered by the
constraints in either study.
Creativity scores were similar in each group of both studies.
pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
40. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
42 of 57pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
130
ideas from a session
41. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
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15
relevant ones
42. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
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18
using sensory words
in the brief
43. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
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75
using image-based warmup
44. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
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What now?
A better way to begin...
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45. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
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Individual Group
Individual needs
for translation
Working towards
a common theme
46. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
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Inspired by an understanding of our world
and its many unexplored areas, we go beyond
our respect for the perceptible parts of the
environment and instead turn our attention to
its less desirable features as the new frontier.
47. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
49 of 57pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
Inspired by an understanding of our world
and its many unexplored areas, we go beyond
our respect for the perceptible parts of the
environment and instead turn our attention to
its less desirable features as the new frontier.
48. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
50 of 57pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
Inspired by an understanding of our world
and its many unexplored areas, we go beyond
our respect for the perceptible parts of the
environment and instead turn our attention to
its less desirable features as the new frontier.
49. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
51 of 57pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
Fueled by a scientific understanding of our
natural planet and its many dark secrets, we
go beyond a romanticized reverence of nature
and instead turn our attention to its “seedy
underbelly” – spiny viruses, furry bacteria, and
clusters of fungi – as the new frontier.
50. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
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Fueled by a scientific understanding of our
natural planet and its many dark secrets, we
go beyond a romanticized reverence of nature
and instead turn our attention to its “seedy
underbelly” – spiny viruses, furry bacteria, and
clusters of fungi – as the new frontier.
pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
51. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
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Sight
Line, Color
Form, Space
Texture, Finish
Trend Translation
Sensory Worksheet
Sensory Categories:
Description & Notes:
Fill this map with images and words that translate the trend into sensory components that will become design elements.
Trend Name:
Touch
Hardness
Form
Texture/Finish
Temperature
Sound
Loudness
Pitch
Timbre
Frequency
Intensity
Other
Temperature
Balance
Pain
Time
Taste
Sweet, Sour
Salty, Bitter
Umami, Pungent
Fatty, Minty
Smell
Floral, Minty
Putrid, Musky
Camphorous
Pungent
Ethereal
Sight
Touch
Sound
Other
Taste
Smell
lo st an d fo und in t ransl at ion | michae l rol l e r | uC DAAP: master of design | 2013
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52. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
Warmup to Translate
Spending as little as fifteen minutes “warming up”
a group before an ideation session helps them
internalize the trend, significantly improving the
quality of ideas they produce.
Sensory Words
The use of sensory words triggers the sights,
sounds, touches, tastes, and smells that help
transform trends in relevant design ideas. They also
lay a foundation for better evaluation of design ideas.
An image-based warmup primes participants to
develop 5 times as many relevant ideas, compared
to word-based warmups or none at all.
Design briefs using sensory words generated
approximately 20% more highly-relevant ideas in an
ideation session, compared to ambiguous language.
Translation is the process of changing from one form to another. This summarizes
two studies to improve the translation of trends into design ideas.
Smell
Sound
Taste
Sight
Touch
Translating Trends.
execu ti ve summary
53. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
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Thank you.
Valerie Jacobs, LPK
J. Chewning, UC
Abby Hofmeyer
Abby Otting
Amanda Riley
Amy Federswich
Alan Kastner
Bhooma Srirangarajan
Bryan Goodpaster
Chelsea McLemore
Chris von Dohlen
Dave Heyne
Drew Forseth
Erica Davis
Jack Ferrante
Jason Phillips
Jason Shaw
Jen Seiser
Jens Martesen
Jim Wolfe
Jonathan Schmitz
Lauren Magrisso
Lori Morgan
Luke Hydrick
Kate Geiger
Maggie Parkhouse
Maggie Paulus
Mary Riffe
Michael Wintrob
Mike Augustine
Mike Skrzelowski
Mimi London
Monica Caceres
Nathan Hendricks
PJ Mason
Rebecca Huffman
Rob Warnick
Stephen Bowen
Stephen Laux
Stuart Wilson
Thomas DeVore
Tracy Huggins
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