fas design strategy 2012
DESCRIPTION
A portfolio sample with updated projects highlighting strategy suggestions based on design research findings.TRANSCRIPT
/STRATEGY
/SOLUTIONS/SYSTEMS
F. ALEXANDER SMITHPortfolio {Spring 2012} F.
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The purpose of this study is to explore barriers to using Hospice Savannah and their resources.
Findings from this study will influence strategies that empower the local community to make informed decisions about hospice services.
This project taught the value of sound contextual research practices, and was my first experience at shifting focus from a product to strategic solution.
Redefining End-of-lifeCare
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How does an established organization redefine the conversation surrounding one of the most important life-decisions?
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Contextual Research & Ethnographic Study
Public Perception
Decision-Makers
Quality of Care
Mission
Scope of Research
How do people view death and grieving? How is hope, comfort, and peace defined within this context?
In times of crisis, what is the decision making process? Who influences those decisions?
What are the barriers to using Hospice Savannah and their resources? How do we address these barriers?
What is Hospice Savannah’s Core Message to its potential audience?*
*Not within the scope of our group’s research
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Getting FamiliarWe took time the first week to address our own curiosities surrounding death, loss, and mourning process
How is Death Portrayed?Death is perceived and portrayed differently by beliefs influenced through culture, religion, literature, and imagery
Defining the ScopeDetermining what to research allowed us to narrow the focus and create a more precise plan of action as a class
Hospice LiaisonJamey Espina Director of Community Services Hospice Savannah
Jamey introduced the class to Hospice Savannah, giving us an overview of the recent successes and failures of the palliative care system
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Methods Analysis
On-site InterviewsFor several weeks our group met with various members involved with hospice, as well as those who denied their services.
Discussing BeliefFacebook responses from participants who listened or read essays on topics of death, grief, and loss proved invaluable
A Sample of IntervieweesInterview contributers were assigned icons and initials to adhere to privacy concerns
E.W.StudentDeceased Father
M.M.StudentDeceased Mother
J.B.ServerMother under Hospice Care
K.G.Social WorkerDeceased Mother
C.C.Medical DoctorDeceased Mother
C.L.NurseWorks at Hospice
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On-SiteVisitation &Interviews
We made appointments to meet with individu-als working for Hospice Savannah and Memorial Health Hospital
The Cultural Probe was used as a way to retrieve a greater depth of quali-tative data
Cultural Probe
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C.C.MD
PAIN GAIN
SEEHEAR
THINK/FEEL
SAY/DO
Since her Mother’s passing from Colon Cancer, she wishes she had known what she knows now.
The job she has is not depressing...it’s incredibly rewarding.
Physician training, specifically residency, spends too little time on Palliative and End-of-Life care.
Most of what she does is Pain Management and Palliative Care.
She has a unique outlook: Her job isn’t depressing, it’s real life.
Other physician’s patients eventually die also...
Unless people have had a personal experience with a loved one or a friend, they don’t have any reason to seek out hospice care.
In medical care, usually people know about medical fields and medical specialists through having needed them -the same is true with hospice care.
She claims she certainly would have coped more effectively at the time had I had more knowledge of Hospice Care.
Patients and their Families often complain as to why they didn’t use Hospice care sooner.
Dr. Carter is well respected within the hospice community.
People are often misinformed about what Hospice is as a service.
She has heard some say: “We (Hospice Savannah) kill people”
There are physicians from other fields of medicine that continue to question how she manages practicing in such a “depressing” job.
Everyone does not know about Hospice.
What they do know isn’t accurate.
They think advancements in technology can be used as
“batteries” to keep people living...People often delay the use of Hospice until it becomes too late.
Physicians do not know enough about Hospice so they fail to send more patients.
People need to understand their Human Frailty, and make decisions based on quality of life not just working organs...
All healthy/young people should fill out an Advanced Directive early
and save the trouble of forcing their family members to make a critical desicion.
Physicians need to realign their thinking with terminally-ill patients and what Hospice can do to help.
Affinitizing & Concept Mapping
Identifying PatternsAfter transcribing every interview, and highlighting pertinent information, we attempted to establish patterns of insight
Mapping the DataThis Empathy Map illustrates viewpoints and concerns of Dr. C.C. while working at Hospice Savannah after having experienced loss on a personal level
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Findings
positivenegative
EW: The decision against using hospice was because he still wanted to try chemotherapy.
CL: Hospice is just so good, I wish more families would utilize their services.
KG: I had this conversation with my husband, because I know what I want, and I don’t think he’s so much in agreement with me. That’s why I need to get it on paper.
CC: We have to change the way people look at death...death is like the enemy, and you’re taught that death is abnormal and you want to avoid that and you can never stop trying to beat death.
JG: One of the doctors had suggested... “Do you want to use hospice care?” Dad’s like, “No, she’s going to get over this...”
MM: Since they were giving her such high doses of medication it was kind of like they were killing her quicker; they were controlling how she was going to die.
JB: I’m just so grateful for this place, I really am.
Positions on Hospice Care
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Mixed ReviewsAmong the interviews conducted, we established that those who perceived negatively primarily viewed Hospice care as “giving up”, while those using Hospice were appreciative of the help received
The Communication GapOne major barrier preventing Hospice Savannah services to those in need is a result of a lack of communication among multiple parties, specifically those that have greater influence on the patient’s condition
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Diagraming & Identifying Design Opportunities
PATIENT
FAMILY
MEDICAL
HOSPICE
COMMUNITY
Pa
rents
Children Siblings Fr
iends
H
ospi
tal
Social Workers
Nursing Homes
Current Influence Structure:
Ideal Influence Structure:
High Influence
Low Influence
No Direct Influence
COMMUNITY
FAMILY
Pa
rents
Children Siblings Fr
iends
MEDICAL
H
ospi
tal
Social Workers
Nursing Homes
T+
E
PATIEN
HOSPIC
FAMILY
Pa
rents
Children Siblings Fr
iends
MEDICAL
H
ospi
tal
Social Workers
Nursing Homes
T+
E
PATIEN
HOSPIC
FAMILY
Pa
rents
Children Siblings Fr
iends
T+
E
PATIEN
HOSPIC
T+
E
PATIEN
HOSPICFocus on Grief:
Everyone can relate to grief and loss, but no one can relate to death. In promoting Full Circle Grief Counciling Services, Hospice Savannah can develop relationships earlier.
An Early Decision is a Gift to your Family:
A formal declaration of the patient’s wishes can alleviate complications and prevent dispute near the end-of-life. Using postivie language is important in promoting Advanced Directives.
Shape the Conversation:
There are cultural norms for initiating the most difficult conversations. Examples include the parent conversation regarding sex, will or testaments, power of attorney, etc.
Hospice Savannah should work with us to develop a means and method to frame “The Talk”.
Spread the Word:
By becoming more involved in the lives of the community prior to palliative and end-of-life services, the Hospice Savannah brand shifts from existing public misconceptions to trusting the various Support Programs and Initiatives.
Strategy
The spheres of influence reinforce the patient’s wishes. When Hospice is at the core, each sphere is able to support rather than interfere with the relationship necessary for proper palliative care.
The Spheres of Influence
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*This Journey Map documents the typical experience versus the potential (optimal) experience to alleviate existing Barriers to quality Hospice Services
AD
Starting a Family
Starting a Family
Raising a Family Making Important Decisions as a Family
Frustrations and Confrontations within a
Family
Family Members lash out instead of coping
with grievances
Con�icting Stories and False Hope causes
Anxiety
Rifts between Family Members Occur
Patient isn’t able to Participate in Decisions
Poor Decisions leading up to a Loved One’s
Death
Raising a Family Making Important Decisions as a Family
Hospice can Aide in providing necessary emotional support
Hospice can educate Parents to initiate “the
talk”
Family Members will be encouraged to �ll
out an AD*
Family Members will proactively seek
Hospice Care
People with shared experiences can shed
light on Hospice Services
Loved one is in comfortable state through the �nal
stages
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_Emot
iona
l Im
pact
Emotional Im
pact
- Opportunity where Hospice Can Help
Typical
Optimal
Italic words signify suggested resources my group recommends to break barriers inhibiting proper communication/ care.
* Advance Directive
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Understanding the Solution
Story
Why Communication Matters
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While no one can genuinely relate to “death”, we can all relate to grief and loss.
Speaking on the subject brings awareness and familiarity.
By spreading the word on services offered by Hospice Savannah to aide in coping and bereavement, people will ultimately associate the Hospice brand with care, compassion, and comfort.
When the time comes for making the important decisions late in life, the community - including physicians, will be more inclined to recommend Hospice Savannah.
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Representatives from DELL Corporation instructed our class to research and identify the next college computing device.
As a two-quarter (20 week) project, we spent the first half conducting thorough research identifying user needs and purchasing habits.
The second part of the project saw the class divide into smaller groups to more accurately develop ideas and concepts for the final deliverable.
This course taught the value of process, politics, and management.
The Next College Computing Device
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Is a totally new device the answer to a future filled with expectation and demand for smarter, faster, and more portable technology?
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Understanding the User
Market Research & Ethnographic Study
Dell’s Current Market Offerings
Students searching through DELL’s current computing solutions discover an array of exterior colors, customizable covers, and portability options
Dell’s Competition
Students generally favor products that satisfy school work, social and emotional demands
“Label it” Workshop
We knew we had to delve into the psyche of the college student so we created a workshop in which students were given post-its and instructed to label everything in the room
Body-Storming
Students were also instructed to reenact various “college life” scenarios and situations
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MethodsAnalysis & Mapping
Atlanta TripI led a four-person team to Atlanta for on-site interviewing in order to gather a more comprehensive collection of data
We asked students to empty their bags and discuss studying, purchasing, and socializing habits
Younger Older
Masculine Feminine
Single Dating / Married
Low Tech Pro�ciency High Tech Pro�ciency
Low Academic Ability High Academic Ability
Low Motivation High Motivation
Specialized Skill(s) Jack of All Trades
Individual Worker Group Worker
Soloist Socialite
Demographics
Secular Spiritual
Disorganized Organized
Spontaneous Regimented
Mainstream Extreme
Plain Chic
Frugal Frivolous
Soft Tough
Non-visual Learner Visual Learner
Non-experiential Learner Experiential Learner
Values
Inactive Active
Optimist Pessimist
Follower Leader
Analytical Creative
Introvert Extrovert
Quiet Loud
Cautious Adventurous
Dominance In�uence
Steadiness Conscientious
Personality
Multiple Devices, Different Platforms.
Many of the students interviewed carried multiple devices from different manufacturers and brands, often these devices were used simultaneously but not in conjunction
Segment Mapping
We compiled our qualitative data by categorizing answers among three segments including Demographics, Psychographics, and Lifestyle5 6
EvaluationEach Student Interviewed was given a colored icon
The icons were then placed based on class evaluations of responses
“Clusters” naturally formed and patterns were revealed
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Persona Creation
From the Segment Mapping we were able to identify 6 clusters of combined traits that illustrated familiar col-legiate personality types and generated the 6 students featured here
Scenario Creation
Robust scenarios complete with weekly schedules and personal anecdotes were created to make these personas as realistic as possible
Younger Older
Masculine Feminine
Single Dating / Married
Low Tech Pro�ciency High Tech Pro�ciency
Low Academic Ability High Academic Ability
Low Motivation High Motivation
Specialized Skill(s) Jack of All Trades
Individual Worker Group Worker
Soloist Socialite
Demographics
Secular Spiritual
Disorganized Organized
Spontaneous Regimented
Mainstream Extreme
Plain Chic
Frugal Frivolous
Soft Tough
Non-visual Learner Visual Learner
Non-experiential Learner Experiential Learner
Values
Inactive Active
Optimist Pessimist
Follower Leader
Analytical Creative
Introvert Extrovert
Quiet Loud
Cautious Adventurous
Dominance In�uence
Steadiness Conscientious
Personality
Diagraming & Identifying Design Opportunities
AIMEESCHOLARSex: FemaleAge: 19College: MITMajor: PhysicsLocation: Cambridge, MA
MARIADEPENDABLESex: FemaleAge: 21College: UCMajor: EnglishLocation: Berkeley, CA
SHAWNATHLETESex: MaleAge: 20College: UFMajor: EconomicsLocation: Gainesville, FL
JEFFPARTIERSex: MaleAge: 22College: Penn StateMajor: Hosptality MgmtLocation: University Park, PA
Sex: FemaleAge: 20College: Juilliard SchoolMajor: Performing ArtsLocation: New York, NY
FIONADREAMER
Sex: MaleAge: 21College: GeorgetownMajor: Pre-LawLocation: Washington D.C.
CHRISACHIEVER
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Presented with two options, the student chooses to attend the school offering the Navi System.
The Student receives a Dell device running the Navi System, and is notified of tasks to complete.
The Navi System adapts to the Student’s level of familiarity with the college experience.
Storyboarding the Experience
Rough storyboarding allowed the group to informally identify and define the beginning stages of the features available through the Navi System
Blueprinting Moments of Interaction
The Navi System is blueprinted here; noted are possible scenar-ios and key touch-points as the student interacts with the cloud system throughout their first semester
System Design
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Designing an Experience EcosystemBy separating into smaller teams, the class was able to divide the deliverables into four sections.
1. Brand2. System
3. User-Interface4. Devices
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The Welcome Letter
To be mailed after receipt of the Enrollment Deposit, the welcome letter introduces the Navi System and its features to the Student while providing a login key for instant access via web browser
Peace of Mind
By offering a system that keeps students connected with those who matter most, DELL offers a foundation at the collegiate level that builds loyalty and trust in the brand
Developing the System to Accomodate & Facilitate
Stakeholders
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The ParentsParents are often the purchaser of devices for the new student, therefore it only makes sense that they are included to participate in the Navi System
The Navi System is also accessible to Parents via a separate login key and portal
Parents can monitor school performance, help with scheduling, control spending, and stay connected with their child
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Participatory Ideation
Ideas to Paper
The entire class participated in generating concepts for DELL’s next device, early ideas of mine ranged from intelligent stylists to new ways to deal with bulky power sources
More Concrete Concepts
While many of the initial ideas were wildly fun and creative, ultimately a seperate team was made responsible for delivering the final products
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The College Experience. Connected.
The Experience Ecosystem
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Welcome!
Student Login
Parent Login
Welcome!
Brand Affinity Results
With the creation of an ecosystem specifically tailored to the needs of college-aged students, the DELL brand becomes synonomus with trust and guidance, bringing DELL products to the “Core” of life on campus
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Introducing the DELL CORE ECOSYSTEM
Inspired by research indicating the college student’s increasing need for access across multiple platforms in a variety of locations, the DELL Core Ecosystem provides access to information and applications no matter the device.
With a designated Brand, User-Interface, Cloud-based “Navi” Data System, and an array of newly designed products, the DELL Core will adapt to the student’s ever-changing demands as they transition from high-school student to a university graduate.
In an effort to truly communicate our vision, members of the class came together to create a video highlighting the new college experience.
Vimeo Search: Dell Core
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EDUCATION
The Savannah College of Art & DesignMaster of Arts - Industrial DesignGraduated: June 2011 { Summa Cum Laude }
The University of GeorgiaBachelor of Arts - Speech & CommunicationGraduated: December 2007
DESIGN/ FREELANCE EXPERIENCE
TWISTED LOGIC THESIS - Sponsored ProjectMarch 2010 - June 2010Analyzed current market trends, psychological factors, and explored possible
configurations of the current power gridPerformed rapid conceptualization with sketches, scale models, and a prototype
ATERLINE HOLDINGS, LLCJanuary 2012 -
Freelance Graphic Design Work for Johnny’s NY Style Pizza Restaurant
HOSPICE SAVANNAH - Sponsored Project March 2010 - June 2010Developed research objectives to identify opportunities for market growthWorked with a four-person team to determine existing barriers to public
communication and perception of the Hospice Savannah BrandConducted surveys, on-site interviews, and a cultural probe via social networkDeveloped a strategy for increased market penetration via a rearrangement of
existing service offerings paired with education and awareness initiatives
DELL INC. - Sponsored Project Fall 2010 - March 2011Conducted initial market surveys and ethnographic researchLed team of four members to Atlanta to conduct on-site interviews and gather
comprehensive qualitative dataAided in the creation of six personas and generated real-world scenarios
pertaining to their specific technology requirementsDeveloped design criteria based on workshops, personas, scenarios, interviews,
and undergraduate experienceCreated a cloud-based system for college students, through storyboarding,
blueprinting, and touch-point mapping
WORK EXPERIENCE
SPERRY TOP-SIDER - Sales AssociateJanuary - July 2009Developed ability to educate customer, as well as introduce appropriate products Consistently ranked among top-sellers based on biweekly sales-per-hour listingsManaged inventory while mastering retail operations POS softwarePioneered clientele service, made special orders directly to distribution centers
JEFFERSON PILOT FINANCIAL - Event-Planning InternMay - June 2005Awarded the opportunity to act as a Travel Director for Jefferson Pilot Financial’s
top-tier sales-incentive program
INVOLVEMENTThe “New Show” Volunteer - Spring 2011TEDx Event Volunteer - Spring 2011IDSA Southern Conference Attendee - Spring 2011playUP Savannah Volunteer - Spring 2010 SCAD IDSA - Student Chapter Member Since - Fall 2009
PROFESSIONAL SKILLSProduct Ideation Concept GenerationProject ManagementModel & Prototype Creation Ethno-graphic ResearchService BlueprintingTouch-point MappingIdea VisualizationSalesmanshipWriting/ Editing
PART-TIME WORKRestaurant June - August 2007 January - June 2006Logistics December 2006, ‘09, ‘10Office Assistant August - December 2002 December - June 2003
TECHNICAL SKILLSADOBE Creative Suite Photoshop Illustrator IndesignMICROSOFT Office Excel Word PowerpointRHINOCEROSDASSAULT SYSTEMES SolidWorksLUXION KeyShot
F. ALEXANDER SMITH{ [email protected] } Atlanta, GA 30309 F.
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Thank you.
ABOUT ME
Born and raised in South Florida, I grew up on the beach and in the water. When I was finishing high school, I decid-ed I needed to experience something new. I left the state and attended the University of Georgia where I received a B.A. in Speech and Communication. I found the study of human interaction very interesting. I realized the power of discourse and truths that lie within the realm of nonverbal communication. I always enjoyed studying communication theory as it was a useful way to understand people and the human condition. The way people interact among varied cultures is fascinating. I see design as communication based on experience. People interact with products, services, and interfaces in a way that can also lead to predictive practic-es. Good design can be measured by the clarity in communi-cation between the user and the product or service.
My experience within the graduate program at SCAD has enabled me to develop the initial skill-set required of a designer, while also allowing me to expand my knowledge of logic and reasoning. Being a designer means being able to harness the power of a creative imagination while at the same time evaluating what is readily possible. Being a designer means being able to recall what it was like to play with LEGOs.
There is an unlimited level of exploration and experimen-tation in the field of design, and it is for this reason that I am absolutely eager to continue learning. Embracing early failure is what makes being a designer so unique, it allows for a constant questioning and re-evaluation of self that makes the field unlike any other. By ridding oneself of the fear of failure, it becomes possible to tackle even the most complex problems.
Without knowing it, I have been living this design philoso-phy for much of my youth. It explains why I have always been “slow-to-panic” and “quick-to-fix.” I’ve grown up a problem-solver, and it has a lot to do with my own experi-ence assessment.
This portfolio highlights two projects that - in my opinion - best demonstrate my ability to seize inspiration, indentify emotional needs, and promote meaningful solutions.
I appreciate your interest and curiosity,
F. Alexander Smith
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