1. The IIT Institute of Design is a graduate school of design dedicated to advancing the methods and practice of human-centered innovation.

    We believe that real innovation starts with users' needs and employs a set of reliable methods, theories, and tools to create solutions to their problems.

    Ethnography and interviewing are how we, as designers, see the world through other people's eyes and get them to tell us their stories.

    In the spring of 2008, we talked to professors, experts, and students about this philosophical orientation and how to actually get people to talk.

    To ground things a bit, we took a look at a truly universal article of clothing – denim jeans – and set out to understand: "Who's buying premium denim and why?"

    [ Copyright © 2008 Gabriel Biller & Kristy Scovel ]

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  2. Interactive 3d wayfinding solution for multiple devices.

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  3. Interaktive Erkundung des Gebäudes

    Die Guide3D-Demo Mall V1.0 besticht durch ihre intuitive Handhabung: die raffinierte Farbgebung des Menüs sowie die interaktive Touchfunktion ermöglichen es dem Nutzer sich allumfassend über das Gebäude, Etagen und einzelne Ziele zu informieren.

    Über das Suchmenü kann sich der Nutzer alle Shops einer Kategorie und über die Funktion „Alle zeigen“ alle Shops derselben Kategorie in der 3D-Karte anzeigen lassen. „Multiple Zielhervorhebung hilft dem Besucher z.B. alle gastronomischen Angebote auf einen Blick zu erkennen“ sagt Dipl.-Ing. Adrian Zentner, Chefentwickler bei 3d-berlin. Hat der Nutzer sein Ziel über die 3D-Karte oder das Suchmenü gewählt, öffnet sich die Shop-Präsentation mit zielspezifischer Werbung, Händlerinformation und 3D-Weganimation.

    Die beiden Perspektiven Ego und Exo werden in einer Picture-in-Picture-Ansicht gezeigt, zwischen denen der Nutzer bei Berührung des kleineren Fensters wechseln kann.

    Nutzerfreundliche Entwicklungen sind mithin die Barrierefreiheit und die Darstellung der 3D-Animation. Im barrierefreien Modus werden beispielsweise alle Wege über den Fahrstuhl geleitet. In der 3D-Animation selbst werden komplizierte Windungen langsamer und lange Gänge schneller abgespielt.


    Digital Signage meets Virtual Reality

    Insbesondere das Thema Digital Signage wurde in dieser Demo neu definiert: Guide3D bietet die Möglichkeit, Plakate und animierte Werbescreens im 3D-Raum zu platzieren. „Für den Shopbetreiber ergeben sich hier ganz neue Dimensionen der Verkaufsförderung sowie für den Gebäudebetreiber neue Einnahmequellen.“ resümiert Dr. Björn Clausen, Geschäftsführer der 3d-berlin vr solutions GmbH.

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  4. Accidents and Plans: A few good tools for collaboration

    Once upon a time, marketers saw truth mostly in numbers. But, as this conference will explore, there have been some key shifts in the last 10 or so years: Design Research has broken out of its niche status and quantitative research has been stripped of its compulsory status. Design research has moved to the mainstream; quantitative research has become but one of many tools for decision making.

    “Truth” about consumers is now found in many ways: stories, photos, video, quotes, anecdotes, sketches, conceptual frameworks, and more. Accompanying this shift our community has developed, and will continue to develop, more useful and interesting ways to gather qualitative data.

    This talk will explore a variety of compelling ways we are now able to gather qualitative data. We will also expand the context to explore ways other phases in the qualitative research lifecycle can be done in more rich and effective ways including participant recruiting, analysis, and accessing project data over time.

    BIO
    Martha leads gravitytank's research team, helping clients understand their unique situations and clearly see new opportunities for growth. She is broadly recognized for her expertise, as evidenced by her role as co-chair of EPIC (Ethnographic Praxis in Industry Conference) in Copenhagen in 2008, and in Chicago in 2009. EPIC is a global conference dedicated to furthering the practice of ethnographic methods to inform business and design. She joined GT from Herbst Lazar Bell, where she was Vice President of Research & Strategy and led programs across a variety of strategic and tactical levels. Previous to HLB, Martha was Ethnographic Research practice lead at Hall & Partners, a brand and communications research firm, as well as Research Director at Sapient Corporation, a technology consulting firm.

    Martha began her career at eLab, which is frequently lauded as a pioneer in developing ethnographic research methods in service of business goals. Martha brings a wealth of experience in ethnographic and observational research, focus groups, user interface development, and data collection and analysis. She has been a trusted advisor to an impressive roster of companies that includes General Motors, Nokia, General Mills, Marriott, Microsoft, Unilever, Skype, U. S. Department of Homeland Security, Nextel, SC Johnson Wax, Sara Lee, and Johnson & Johnson.

    Martha holds an MA in Performance Studies from Northwestern University and a BA in English from Indiana University, and she currently serves as adjunct faculty at Northwestern University in both the McCormick School of Engineering and Kellogg School of Management. She is the proud author of "Dinner Dates: A Cookbook for Couples Cooking Together" (Harper Collins, 1999), and even prouder mother to 2 busy kids, aged 8 and 5.

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  5. Follow us in:
    Twitter: twitter.com/#!/DthenewB @dthenewb
    Facebook: facebook.com/dthenewb

    Design and business can no longer be thought of as distinct activities with individual goals. Design the New Business is a film dedicated to investigating how designers and businesspeople are working together in new ways to solve the wicked problems facing business today.

    The short documentary examines how they are joining forces by bringing together an international collection of design service providers, education experts and businesses that have incorporated design as a part of their core approach. Design the New Business features inspiring case studies and insightful discussions, helping to illustrate the state of the relationship and how it needs to continue evolving to meet tomorrow's challenges.

    This film is a Zilver Innovation initiative, and was created by 6 students from the Master in Strategic Product Design at the TU Delft in The Netherlands.

    Zilver Innovation is now offering workshops that explore this relationship in more depth and the implications for practitioners. For more information, visit our website:
    designthenewbusiness.com

    Featuring (in alphabetical order):
    Alexander Osterwalder (Co-Author of Business Model Generation)
    Aldo de Jong (Co-Founder at ClaroPartners)
    Amanda O’Donnell ( Head of Customer Experience at Virgin Mobile Australia)
    Arne van Oosterom (Director & Founder at DesignThinkers)
    Arno Wolterman (Managing Partner & Design Director at In10)
    Benjamin Schulz (Service Innovation at Volkswagen)
    Damian Kernahan (Founding Partner at Proto Partners)
    Deniz Arik (Associate at ClaroPartners)
    Erik Roscam Abbing (Director & Founder at Zilver Innovation)
    Frido Smulders (Coordinator of MSc Strategic Product Design,TU Delft)
    Guido Stompff (Senior Product Designer at Canon-Océ Technologies)
    Jacco Ouwerkerk (Creative at In10)
    Jan Buijs (Assistant Professor at TU Delft)
    Joe Heapy (Co-Founder & Co-Director at Engine)
    Lukas Golyszny (Service Innovation at Volkswagen)
    Maria Bezaitis (Director of Intel's People and Practices Research Group)
    Megan Ellis (Associate at ClaroPartners)
    Oliver King (Co-Founder & Co-Director at Engine)
    Ralf Beuker (Dean at Munster Design School)
    Rich Radka (Co-Founder at ClaroPartners)
    Ton Borsboom (Senior Director for new Business at Philips Design)
    Willem Boijens (Head of R&D at Canon-Océ Technologies)

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