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Colin D. Smith
Nortel Technology (Northern Telecom), Ottawa, Ontario, Canada
email: cdsmith@nortel.ca
ABSTRACT
The challenge of Bridging the Design Gap is examined in a case study of the design of a new wireless personal communication product. This chapter discusses applicable design methods, their relative strengths and weaknesses, how much information is needed before proceeding, and how to get that information.
A multidisciplinary team used an iterative design approach to (1) explore, (2) discover, (3) define, (4) design, and (5) evaluate new product opportunities. A three-stage design transformation process is recommended: Exploratory, Refinement and Analysis, and Formal Design. Scenarios are a key device used to bridge the stages. User feedback is solicited to guide the evolution of the design in all stages.
The purpose of the Exploratory Design Stage is to identify and conceptualize potential new high-value products and services that will satisfy key user needs not being met by todays solutions. The goal of the Refinement and Analysis Stage is to verify the key user values and define the attributes required of successful product. The Formal Design Stage is characterized by the design of the users conceptual model, which is communicated in the interface through dialog design as well as the use of metaphors. At this stage, low- and high-fidelity prototypes are built and subjected to usability testing. High-fidelity prototypes are also used to capture the design intent and communicate it to product implementation partners.
1. INTRODUCTION
The methods described in this chapter apply to the design of exploratory new-generation products. The techniques used for the design of new-generation products are different from those used to upgrade an existing product, add a new product to an existing market (e.g., designing another spreadsheet application) or add a new product to extend an existing suite of products. The characteristics of new-generation projects include:
These characteristics have a number of consequences for the design process. The Gap between analysis of user requirements and the design of a new generation product is far too great to be bridged in a single transformation. With new-generation products, the target market, the user values and tasks, and the technologies are all typically unknown or poorly understood. Thus, the usual starting stage of understanding user requirements is preceded by an Exploratory Design Stage. The combined Exploratory and Refinement and Analysis Stages are much longer relative to the other types of projects, and the level of early user involvement is much higher.
In the design process described in this chapter, there is not a single large Gap to be bridged between analysis and design. Design occurs before analysis (in the Exploratory Design Stage), during analysis (in the Concept Refinement and Analysis Stage), and after analysis (in the Formal Design Stage). However, the three stages are not cleanly separated; rather there is a gradual shift of emphasis from one stage to another, with some overlap between the stages. Different techniques are used as iterative stepping stones, to move the design through the three stages (see Figure 11.1). This chapter discusses the techniques, when they are most useful, their relative strengths and weaknesses, how much information is needed before proceeding, and how to get that information.
Figure 11.1 Stages of design for new-generation products.
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