An EPIC Talk with JOHN PAYNE (Verizon) [s2If current_user_can(access_s2member_level1)] Approx 81 min [/s2If] [s2If !is_user_logged_in()] Please sign in or become an EPIC Member to access video. [/s2If] [s2If current_user_is(subscriber)] Become an EPIC Member to access video. Learn More. [/s2If] Overview Human-centered design has driven a two decade renaissance in product development, providing a transparent framework that exposes rationale, demystifies process, and provides more reliable outcomes than many other approaches to innovation. The cycle of empathy, ideation, and prototyping that the best designers have long practiced has been repurposed for problems well beyond the traditional boundaries of design problems—from corporate strategy, to policy making and even international development. But in the increasingly complex, interdependent socio-technological environment we are called to design for, the limitations of human-centered process are becoming apparent. A focus on the individual "user," their "problems,"...

Instructor: JOHN PAYNE [s2If current_user_can(access_s2member_level1)] Resources p-HCD Toolkit Cards [/s2If] [s2If !is_user_logged_in()] Please sign in or become an EPIC Member to access video. [/s2If] [s2If current_user_is(subscriber)] Become an EPIC Member to access video. Learn More. [/s2If] Description This video presents the lecture portion of a half-day tutorial that included a series of participatory exercises. Over the past few decades, human-centered design has been at the center of a design renaissance, providing a transparent framework that exposes our rationale and demystifies our process. But a focus on the "user," their "problems," and "needs" is not sufficient to understand how products operate at a societal scale. In the increasingly complex, interdependent technological environment we are called to design for, we need to imagine the implications of the products and services we design, as we work. This tutorial reviews a variety of perspectives on this topic, provides a framework for understanding multiple levels of...

by JOHN PAYNE, Moment In the early 1970s, Nick Lowe wrote a song from the perspective of an old hippie character. This character laments change as he witnesses the cultural pendulum swing from the peace and love 60s into the hard-edged 70s. It’s not clear whether Lowe—or Elvis Costello, who later recorded the song—intended a tongue-in-cheek send-up of the character or a straight-forward critique of the times. But in the years since, “What's So Funny 'Bout Peace, Love and Understanding” has become a sort of call to action—an anthem to lost empathy. As I walk through This wicked world Searchin' for light in the darkness of insanity I ask myself Is all hope lost? Is there only pain and hatred, and misery? When I read the increasingly frequent criticisms of empathy, that same cultural pendulum comes to mind. Yale Professor Paul Bloom, the architect of much of the recent anti-empathy opinion, has written critically of empathy for several years. His thesis: Empathy is a “parochial, narrow-minded” emotion that misleads...

by JOHN PAYNE, Moment Introduction Like many design consultancies, Moment uses a variety of research methods to help us develop a contextual understanding of our clients’ customers. We do this to discover and adapt new business opportunities to prospects’ wants, needs and desires. The value to the business is that their products and services better fit their audience, increasing adoption and use. Tangible results from this work range from incremental product enhancements to disruptive innovations that provide significant competitive advantage. Design ethnography is how we approach “fuzzy front end” projects—those that require us to define the problem before formulating a solution. Through ethnography, our field team achieves a robust understanding of the situation, but then faces the challenge of transferring the richness of these learnings into the narrow frame of new product development methodology. This make-or-break moment of transfer is when design ethnography truly delivers—or doesn’t. Speaking for the design...