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The Firma Model
Sociomedia UXSF 2015 Summer by J Hobbs
The Firma Model
The Firma Model
eBoy (Shop.eboy.com)
http://robotechmacross.wikia.com/wiki/Robotech_(Macross)_Wiki
http://www.sarna.net/wik
i/MechWarrior:_The_Battl
eTech_Role_Playing_Gam
e
http://www.mlit.go.jp/kankocho/cruise/detail/029/index.html
http://where-is-frank.blogspot.hk/2013/06/lost-in-translation.html
http://betterologist.net/departures-score-1-against-sappy-emotionalism
Studio Ghibli - http://www.superbwallpapers.com/anime/studio-ghibli-characters-36913/
Murakami -
http://flavorwire.com/new
swire/haruki-murakami-to-
start-an-advice-column
The Firma Model
The Firma Model
The Firma Model
The Firma Model
The Firma Model
The Firma Model
The Firma Model
http://www.roughguides.com/best-places/2015/top-10-cities/
http://travel.aarp.org/destinations/south-africa/johannesburg/
The Firma Model
http://lonandsusan.blogspot.hk/2011/12/jacaranda-trees-are-beautiful-and-cover.html
http://mostbeautifulplacesintheworld.org/?p=3676
http://livemag.co.za/featured/style-diary-run-jhb/
The Firma Model
http://anthonybila.tumblr.com/page/55
http://sartists.blogspot.hk/2012/09/johannesburg-street-style.html
Photo by Tegan Bristow
Photo by Tegan Bristow
Photo by Tegan Bristow
Photo by Tegan Bristow
Photo by Tegan Bristow
Photo by Tegan Bristow
Photo by Tegan Bristow
Photo by Tegan Bristow
The Firma Model
The Firma Model
The Firma Model
The Firma Model
The Firma Model
The Firma Model
The Firma Model
The need for a new
information architecture
Information is all around us, in both
physical and digital domains.
However the entry into the information
age, and more importantly the information
economy, has meant that what was
previously hidden or in the background
has become foregrounded.
And the world in general (not just
business) is struggling to come to terms
with this.
This is how I try explain it:
Pierre Bourdieu
Habitus
…[the] lifestyle, the values, the dispositions and expectation of particular
social groups that are acquired through the activities and experiences of
everyday life…the habitus could be understood as a structure of the mind
characterized by a set of acquired schemata, sensibilities, dispositions and
taste. The particular contents of the habitus are a complex result of
embodying social structures—such as the gender, race, and class
discrimination […] - that are then reproduced through tastes, preferences,
and actions for future embodiment…
The Firma Model
The Firma Model
The Firma Model
Science, religion, history… all these contain
the hidden information architectures of
the Habitus.
Information architectures in the Habitus:
• Emerge as self-organising systems
• Orient around areas of knowledge (or topics)
• Provide nodes for exchange and the interpretation of information
• Develop identity over time and facilitate shared practice and
collective learning
• Develop bodies of knowledge and associated storage for this
knowledge over time
• Apply social means of validating new knowledge for inclusion
• Contain values important to the community
• Intersect with other adjacent information architectures
http://picshype.com/quantum-physics-background-images
The Firma Model
http://www.thinglink.com/scene/507850277529845760
And perhaps most importantly, they
present themselves, when well
established, as ‘reality’.
The Firma Model
Three important points relate to our discussion today:
1. We understand these information architectures semantically
2. We live in a time where these information architectures
interlock with adjacent architectures
3. Such that we are presented by a world of fractured semantics
The Firma Model
And businesses have their own information architectures
that interlock with other architectures
Lastly,
When change, driven from shifts in the use of
information effect our world, we tend to be unprepared.
The Firma Model
Owusu-Ankomah (http://www.theroot.com/photos/2011/07/london_african_art_scene_photos.html)
Unless you have a
trained eye, its very
hard to see this
stuff.
And therefore it’s hard to understand
what’s going on, how to respond to change
and how to make choices.
What does this mean for design?
USER EXPERIENCE DESIGN
OR
USER CENTERED DESIGN
USER CENTERED DESIGN
OR
HUMAN CENTERED DESIGN
DT SD UX
WHY DOES THIS MATTER?
The Firma Model
The Firma Model
The Firma Model
The Firma Model
The Firma Model
The Firma Model
The Firma Model
Susan Sontag (http://www.jameslomax.com/words/399/susan-sontag)
Annie Liebowitz (https://heseesfashion.wordpress.com/2015/05/30/annie-leibovitz/)
You will get the answers you want from the
questions you ask.
DT SD UX
How do people
make payments
online?
DT SD UX
How do
people make
payments?
How do people
make payments
online?
DT SD UX
How (and why) do
people bank?
How do
people make
payments?
How do people
make payments
online?
…because users don’t make the
distinctions between digital and non
(and many others things)
in the way that we do.
ASSUMPTIVE DESIGN
The limits to HCD
Complexity arises when we adopt a humanistic approach (that
situates design problems in society) and when we start to remove
assumption.
This complexity is an important challenge to address in
contemporary design practice.
We lack
…tools to assist in initial problem framing
We lack
…tools to assist in initial problem framing
…‘big picture’ models that appreciate unexpected stakeholders
We lack
…tools to assist in initial problem framing
…‘big picture’ models that appreciate unexpected stakeholders
…tools for a broad critique of design
We lack
…tools to assist in initial problem framing
…‘big picture’ models that appreciate unexpected stakeholders
…tools for a broad critique of design
…and models to assist in tracing design solutions back to problem framing
Without models to assist us with this complexity we are at risk.
1. A faulty framing will result in a faulty solution
2. This can result in lengthy, and costly iteration, as we stumble
blindly for the solution
3. HCD (and UCD) emphasise the user, the business and the
context of use however other stakeholders exist that can impact
framings and solutions
4. Critique without a broad view, suffers the same challenges as
the previous points
The Firma Model
RESEARCH IDEATION PROTOTYPING
RESEARCH IDEATION PROTOTYPING
A MODEL FOR RESEARCH A MODEL FOR CHANGE A MODEL FOR CRITIQUE
The Firma Model:
A meta-framework
Common areas of exploration:
The user
The business
The marketplace
The context of use (environment)
The Firma Model
Foreground
Middle ground
Background
The user
The business
The marketplace
Context of use (environment)
The Firma Model
The Firma Model
Areas of concern
Areas of concern
Immediate areas of concern
Contextual areas of concern
Paradigmatic areas of concern
Areas of concern
Immediate areas of concern
The organisation, users, the marketplace and legacy
Contextual areas of concern
The environment (physical and technological) and society
Paradigmatic areas of concern
Economy, politics, culture and history
The user
The business
The marketplace
Legacy
Environment
Society
Politics
Economics
Culture
History
IMMEDIATE
AREAS OF
CONCERN
CONTEXTUAL AREAS
OF CONCERN
PARADIGMATIC AREAS
OF CONCERN
TOP DOWN INFLUENCE
WHERE IMMEDIATE AND PARADIGMATIC
FACTORS PLAY OUT I.E. IN THE SPACES WHERE
SOCIETY EXISTS
BOTTOM UP INFLUENCE
USERS,
ORGANISATION,
MARKETPLACE,
LEGACY
ENVIRONMENT
&
SOCIETY
POLITICS, ECONOMICS, CULTURE
& HISTORY
USERS,
ORGANISATION,
MARKETPLACE,
LEGACY
ENVIRONMENT
&
SOCIETY
POLITICS, ECONOMICS, CULTURE
& HISTORY
IMMEDIATE
CONCERNS
CONTEXTUAL
CONCERNS
PARADIGMATIC
CONCERNS
}
The Firma Model
USERS,
ORGANISATION,
MARKETPLACE,
LEGACY
ENVIRONMENT
&
SOCIETY
POLITICS, ECONOMICS, CULTURE
& HISTORY
NARROW AND DEEP INFLUENCE
MEDIUM INFLUENCE
BROAD AND SHALLOW INFLUENCE
The model for research
The model for research
This provides the information architecture of
the problem-ecology:
- Build a relational logic between factors to
‘tell the story’ of the problem
- Acknowledges assumption
- We look for paradox, conflict and
contradiction
The model for strategy
The model for strategy
This provides the information architecture of
the solution-ecology:
- Why is the problem a problem? And for
whom?
- It is the ‘theory for change’
- It is synthetic, not analytical in nature
- It provides the framing for ideation
The Firma Model
The model for critique
The model for critique
- Knowing which areas are of concern focuses
where we should look for impact
- Conventional methods for assessing impact
and measuring change can be used in
conjunction
- We seek UNINTENDED CONSEQUENCES
It provides traceability, sustainability and accountability
Thank you
www.firma-design.com
Artist: Marc Erusmas

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The Firma Model

Hinweis der Redaktion

  1. 2008 / 9
  2. JAG Snag – Shibuya crossings / open systems
  3. Urban decay
  4. New York of Africans African cosmopolitan
  5. We interpret reality through the lense of information and this information is architected, with intentionality, from within specific systems of understanding (in this example: geography)
  6. Trompsburg Cross
  7. Quantum physics: things we can prove but cannot explain Some believe that mathematics is the information architecture that explains everything!
  8. Multiple religions exist, often at odds with each other, but all with their own information architectures (morals, beliefs, symbols, codes, histories…)
  9. The cold war: America’s history vs. Russia’s There is no single history but within each historical information architecture they are valid
  10. This is the root cause of intolerance
  11. Stars and galaxies are like our multiple information architectures…unimaginably large and interlocking
  12. Sylvain Cottong (A common story) Design thinking – service design – user experience design
  13. Cure vs solution Anti retro virals Education Well being
  14. Xenophobia: foreigners or SA’n economic challenges
  15. High rate of crime in SA. We have one of the largest disparities between rich and poor in the world
  16. indeterminacy
  17. HCD = human centered design
  18. And perhaps the biggest challenge of all: complexity manifests as very large amounts of data that needs to be organised to be understood.
  19. The three primary aims of the Firma Model are to:   Provide a generic research framework that can be applied to broadly and deeply explore and define problem ecologies Identify key areas of concern within the problem ecology and thus assist in articulating the design strategy (i.e. how should the areas of concern be changed) Lastly, provide the basis for critiquing the resultant design solution based on a knowledge of what the problem was and the desired change
  20. Is this the whole picture?
  21. Detective novel
  22. Artist - Marc Erusmas