Steve Portigal/Portigal Consulting
One of the most persistent factors limiting the impact of design research is that research projects often stop with a cataloging findings and implications rather than generating opportunities that directly enable the findings. As designers increasingly become involved in using contextual research to inform their design work, they may find themselves holding onto a trove of raw data but with little awareness of how to turn it into design.
Participants in this workshop (a sell-out at last year’s confernece), collaborating in teams, will learn an effective framework for synthesizing raw data (to be gathered before and during the workshop) into insights, and then creatively using those insights to develop a range of business concepts that respond to those insights. While the framework includes a step to identify key filters that will ultimately prioritize across all generated concepts, the emphasis in this workshop will be to think as broadly as possible during ideation, truly strengthening the creative link between “data” and “action.” By the end of the workshop, participants will have developed a range of high-level concepts that respond to a business problem and integrate a fresh, contextual understanding of that problem.
This workshop is appropriate for anyone interested in learning more about using field data to help businesses solve problems. For designers new to the connections between the two, this would be a great introduction, while more seasoned practitioners will benefit from the opportunity to step back from their own (often implicit) process and reflect.
Steve Portigal is the principal of Portigal Consulting, a bite-sized firm that helps clients to discover and act on new insights about themselves and their customers. Steve regularly speaks at design and marketing events and writes regularly for interactions, Core77 and the Portigal Consulting blog, All This ChittahChattah. Steve is an avid photographer who has a Museum of Foreign Grocery Products in his home.