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lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
1 of 57
Lost & Found
in Translation
Michael Roller
University of Cincinnati
lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
2 of 57
A trend document can feel:
Wonderful
Original
Exciting
Inspiring
Enlightening
Profound
Valuable
lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
3 of 57
A trend document can feel:
Wonderful
Original
Exciting
Inspiring
Enlightening
Profound
Valuable
Weird
Banal
Unimpressive
Disappointing
Confusing
Shallow
Trivial
(Maybe we’re just moody.)
lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
5 of 57
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
lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
6 of 57
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
Trend Keywords:
Infusion
Harmony
Flourishing
Design Elements:
Artwork
Messaging
Positioning
lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
8 of 57
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
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
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
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
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
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?’”
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
lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
15 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
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:
lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
17 of 57
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
lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
18 of 57
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
lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
19 of 57
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
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?
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?
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
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
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
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:
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
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
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
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
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:
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
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
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?
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
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
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
lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
39 of 57
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
lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
40 of 57
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
lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
41 of 57
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
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
lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
43 of 57pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
15
relevant ones
lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
44 of 57pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
18
using sensory words
in the brief
lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
45 of 57pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
75
using image-based warmup
lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
46 of 57
What now?
A better way to begin...
pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
47 of 57pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
Individual Group
Individual needs
for translation
Working towards
a common theme
lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
48 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.
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.
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.
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.
lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
52 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.
pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
55 of 57
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
55 of 59pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
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
lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013
57 of 57
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
pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications

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Lost and Found in Translation

  • 1. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 1 of 57 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 2 of 57 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 3 of 57 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 5 of 57 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 6 of 57 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 8 of 57 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 15 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
  • 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 17 of 57 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 18 of 57 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 19 of 57 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 39 of 57 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 40 of 57 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 41 of 57 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 43 of 57pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications 15 relevant ones
  • 42. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 44 of 57pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications 18 using sensory words in the brief
  • 43. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 45 of 57pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications 75 using image-based warmup
  • 44. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 46 of 57 What now? A better way to begin... pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
  • 45. lost a nd f ound in translation | michael roller | uC DAAP: master of design | 2013 47 of 57pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications 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 48 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.
  • 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 52 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. 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 55 of 57 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 55 of 59pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications
  • 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 57 of 57 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 pro blem | de f init ion | st udy 1 | st udy 2 | re sult s | implications