Ame Elliott (IDEO) | Grounded Leaps: Methodological Choices for Driving Innovation February 21, 2008

This talk discusses how Human Factors research drives design by making grounded leaps from latent user needs to new product and service concepts. Example projects from a variety of domains illustrate contextual observations and co-creation exercises, the basic techniques for grounding insights, with particular attention to how the core value of empathy drives methodological choices. Next, the methodological challenges posed by two non-traditional types of design are discussed: 1) designing to transform organizational cultures and 2) designing services beyond the scope of a single artifact. The talk concludes with thoughts about current frontiers in Human Factors research.

A Special Talk
sponsored by the Berkeley Center for New Media and the UC Berkeley School of Information