Accelerate Experience Design with Design-driven innovation and Human-centred design approach Accelerate Experience Design | Page 12

1.

Makes Sense thru Product-System

2.

Makes Coherent and Visible thru Branding

3.

Makes Sustainable thru Win-win solutions

4.

Thinks Different thru Specific Skills and Capabilities

5.

Find Reason Why thru Choices Justification

• Observation and Research: listen to users’ stories and observe their behavior in
given context, understand what users think and feel in order to establish empathy

The mindset of “Find Reason Why” explains the criticality to justify the meaning behind
design decision. The experience design approach takes consideration of both designdriven innovation and human-centered design approach to form a spiral process. It starts
from the center where meaning resides, then continues to form the understanding of
real world through observation and research, then moves up to more abstract analysis
to converge user insight. After that, the process moves from learning to action in order
to reframe question, establish concept and opportunities. Then it shifts to concrete solution realization including prototyping, testing and refining solutions. The process doesn’t
stop here as the process might go through a few cycles to shorten the distance in between solution and intent.
This thesis will explain how I led the team to exercise this approach as well as my observation and reflection from this process 18 :
• Meaning: discover shifts in social-cultural context, analyze connections and define
future scenario in order to interpret new meaning of consumption. This process is
adapt from design-driven innovation, including 5 steps such as envision, share, connect,
select and embody.

18

Due to the limitation of project timeframe, Craftventure proceeded until the creation of prototypes.

12

• Analysis: gain deeper understanding by analyzing observations. Insight will gradually
sparkle and problem might need to be reframed.
• Synthesis: The proper defined problems will lead to opportunities. Generate concepts based on opportunities, visualize them for better communication and evaluation.
• Development: Develop solution based on selected concept. Put working prototype into user testing and refine it iteratively based on testing feedback.