Design for Better Decisions

Experience design to convey Fractal's transdisciplinary approach to powering better decisions.

#ai #cognitivescience #tangibleexperience #designethnography

Year / Duration

2020 / 4 months

Type

Internship at Fractal Analytics

Hats worn

Strategy, Design Research, Experience Designer

How can we bring alive the power of AI, Engineering & Design?

How can tangible-experiences become a medium of bringing alive complex ideas?

What role does tangible experience play in an enterprise context?

The journey of navigating through business needs, user-needs and finding the best solution directions by the application of various tools and frameworks of research methodology are depicted below.

PREMISE

The inception of this project happened when I interned with Fractal Analytics .

This experience was supposed to become a part of Fractal's annual strategy-event Client Advisory Board (CAB) to be held in October 2020 (pre-covid).

CLIENT BRIEF :

What if we designed a spatial / physical “experience” that brings alive 2 core concepts that we are focused on at Fractal:

Powering every human decision: this is part of Fractal’s core purpose. Helping people make better decisions (in the enterprise, but more generally too)
How we are doing this is to bring together the power of AI, Engineering and Design. Video link

THE PROCESS

TLDR

Three phases :
PHASE 1 | DIAMOND 1 | Addressing Business needs

PHASE 2 | DIAMOND 2 | Ideating and finding Solution Directions

PHASE 3 | DIAMOND 3 | User-research and Intervention

RIP THE BRIEF

RIP THE BRIEF was used as a tool to uncover the layers of the iceberg (client's brief).

The exercise helped in uncovering various research directions to move ahead.

AED

What does AED stand for?

What is the co-relation between the three domains?

Fractal's core motive is to power every human decision in the enterprise. This diagram is an illustrated version of the original

(by Param Venkataraman, CDO, Fractal Analytics)

How do we convey AED?

The first tool thought of was understanding AED through client-projects.

However, this strategy was still at its nascent stages within Fractal without any lead-worthy examples.

So we turned towards the Executive Team at Fractal to understand how would they communicate AED to their clients? How does AED stand-out among several other problem-solving strategies?

In addition to this, the Executive Team members became a medium to dive-deeper into the CAB Member persona as we could not directly converse with the CAB Members ( Fractal's clients )

Method Primary Research

Activity User-Interview

Type Semi-structured

Method Secondary Research

Activity Video Ethnography

Experience Design

A few inspiring examples of how complex ideas are communicated in experiential manner.

Precedent study - a holistic view, tiles represent case-studies (detailed below)

CAB

(Client Advisory Board)

At CAB, executive-level visionaries and thought leaders connect at a common platform from diverse industries, and together explore new avenues and try to a build a better world for humankind.

User-Journey mapping with the Marketing Team

The internal marketing team organises CAB. From the design team, I along with Kautuk Trivedi, Neel Koradia and Madonna Thomas along with the marketing team mapped the user-journey to find potential touchpoints to enhance the user-experience.

The deliverable was a report including collection of potential adoptable ideas for CAB 2020. This also helped us gain clarity on the impact & positioning of the Tangible Experience within the larger event experience of CAB.

Click to view high-fidelity

User-Journey of a CAB member - a holistic view

PROCESS & TOOLS

1. Excerpts from Transcriptions

Structuring the unstructed data (LiquidText)

2. Structure Data

Transcribes arranged

next to key questions (Excel)

Screenshot%202020-04-19%20at%201.08_edit

3. Key synthesis

Deriving insights, drawing connections and combinations (Miro)

IDEATION

To understand what decisions do consumers take everyday and explore possible directions, a co-ideation workshop was facilitated.

Method Co-ideation workshop

Participants Group of 9 consumers with backgrounds from A-E-D (Data-Scientist - NLP and Structured, Data Engineer, Behavioural Architect, Design Researcher, Interaction Designer)