3. Most inspring book on Design I have ever read:
Design Methods (seeds of human future)
John Chris Jones
1970
3
4. Interfaces
Social Experiences Brands
networks Food
John C. Jones (1970)
4
5. What makes design
so complicated
according to Jones?
In Design Methods (1970)
“The fundamental problem is
that designers are obliged to
use current information to
predict a future state that will
not come about unless their
predictions are correct.”
5
6. Other problems that
designers have...
In Design Methods (1970)
“The designer must be able to
predict the ultimate effects of
their proposed design as well
as specifying the actions that
are needed to bring these
effects about.”
6
10. My ambition: to understand how
designers think and how they can
improve the way they learn and
work, so they can make better
(meaningful) products and services
INPUT
OUTPU
T
10
12. Bruno Latour’s scripts
Latour’s concept for
describing the Br u no Lato
ur
delegation of action
by artifacts is called
a ‘script’. Like
a t he
t he s
atre
cript
of a
movi
can ‘ play, e or
presc an a
to ac ribe’ r tifac
t whe its us t
n t he ers h
y use ow
it .
12
13. I consider scripts a bit like ‘Automator’ scripts
What if...
Scripts are programs of
actions. These programs
of actions (or agency of
things) shape human
behaviour.
13
16. Which one do you prefer?
Which one would you buy?
A B
16
17. You’ll find scripts throughout the life of a product
Conception Manufacturing Distribution Sales Installation Maintenance Disposal
Selling it to the Should be possible Should be Should catch the Should be easy to Should it be easy Should be good
client and cheap to lightweight attention of the install to clean or to for the
Building prototypes produce and easy buyer replace the bulb? environment
to assemble How can it be
repaired when it
breaks?
17
32. P ERIEN
X C
E humans
E
INTERACTION
TE
GY
CH
LO
NO
NO
LO
TECH
GY
N human IN
IO TE
CT RA
RA CT
TE IO
IN N
TECH
NOLOGY
products / artefacts / environments brands / organisations / companies
32
33. Context = Any factor that influences the interaction
33
34. In essence, scripts are
about intentions (aims)
How the designer intends the artefact to interact with
its user(s) and context (or vice versa).
34
38. Inside the designer’s mind outside in de real world
Values: what I find The position I take as The aim or plan I have The actual behaviour
import as human a designer towards a as a designer to get to that my designed
being or designer situation (problem) the desired situation artefact induces.
(professional ethics)
38
39. Inside the designer’s mind outside in de real world
Values: what I find The position I take as The aim or plan I have The actual behaviour
import as human a designer towards a as a designer to get to that my designed
being or designer situation (problem) the desired situation artefact induces.
(professional ethics) human-ce or tive reward patients
ntered self supp when they take the
are
, doing g
ood medical c ir
altruism medication at the
righ moment.
39
40. an
ution of hum ct
Th e attrib cs to an obje
risti
aracte
Anthropomorphism ch
(Latour, 1992)
40
41. the designer is delegated
My intentions as designer as another human
are ‘enscribed’ in the (services) or non-human
artefact and shape the character (products)
actions of the user.
Inside the designer’s mind outside in de real world
Values: what I find The position I take as The aim or plan I have The actual behaviour
import as human a designer towards a as a designer to get to that my designed
being or designer situation (problem) the desired situation artefact induces.
(professional ethics)
41
56. Or scripts can be just misplaced EGBG Counterscript
How to deal with direct marketing strategies
http://egbg.home.xs4all.nl/counterscript.html
56
57. You will find the
principles of scripts
in many fields
Cognition &
Economics &
Political Sciences Schemata theory
Event schemata (Scripts)
Choice architecture Usecues Mandler, Schank & Abelson
Richard Thaler, Cass Sunstein, Kanis, Rooden, A ordances
John Balz Green Donald Norman Behavioural Scripts
Craig Anderson
Usability Cognitive structures
In uencing public of knowledge
behaviour
Legislation Error prevention,
ease of use
Architectures of control
Lawrence Lessig
Education
In uencing public
behaviour
Persuasive Intervention scripts
Barnett, Bauer, Bell, et al
technology
Acquisition of knowledge,
Persuasive technology
skills and values
BJ Fogg
Design with
Philosophy Intent
Dan Lockton Game
‘Enscription of artefacts’
Bruno Latour, Madeleine Akrich
Design
Change attitudes or behaviors Serious games
through persuasion
How technology a ects Educating, training and
peoples life developing behaviour ,
mindsets
57
58. Persuasive Technology Shaping Technology / Influence: The Physchology Nudge: Improving decisions
BJ Fogg Building Society of Persuasion about Health, Wealth and
Wiebe Bijker, John Robert Cialdini Happines
Law Richard Thaler, Cass
Sunstein
This paper
describes
scripts as event
schemata and
tion
not as design
ifica
intentions!
Gam
Design with Intent: Patterns for Influencing The potential of using script theory in
Behaviour Through Design consumer behaviour research
Dan Lockton (architectures.danlockton.co.uk) Ersmus, Boshof, Rousseau
58