Thread by @RohanIrvine

Next up Dalia El Shamir talking about the importance of Creativity in our Research Practice.

#DR19

Dalia opens saying in western culture creativity roots were in being divinely bestowed with creativity, so the feeling that creativity is for some not all

Being a nerd Dalia never considered herself creative, she excellent in science and math and it wasn't until a tutor explained to her that the way she solved maths problems was creative that it twigged she WAS creative

So looking at methods Dalia has experienced that there are research methods that don't quite help uncover the insights you need.

Here are 3 examples that come up again and again forcing creativity in your methods.

Creativity in research comes at a price.

We still need to make sure our methods are rigorous.

Two types of creativity by Boden (1990)

P-Creativity is known as everyday creativity and it's what Dalia will focus on during the talk.

Sanders and Staplers (2013) P-Creativity framework

Everyday creativity is about taking things that already exist and build upon, change them.

Dalia was doing usability research to identify how Shopify could make a better checkout experience.

But there was a problem:

There's a concept called 'Skin in the game' task where you get people to actually purchase something with Thier own money.

They included EEGs and usability testing to try and capture the whole experience.

This is an example of Adapting creativity where you layer existing technologies on top of each other.

The next example was mapping out the process of starting a business.

But the process map and journey maps didn't accurately convey the whole experience.

They did a series of workshops and ended up getting some advice from Jonathan Kolbach(??) That said the work they were doing was so complex and foundational anything they shipped needed to be able to stand on its own with people explaining it.

They went back to the drawing board and ended up creating a choose your own adventure book so people could understand the emotional turmoil and process that people have to go through when creating a business.

This was an example of 'Making' creativity

In the next example Dalia tried to look at a suggestive experience that was based on a math formula so testing with users made it extremely difficult to test what it MIGHT look like as a hypothetical.

Dalia creates a participatory design exercise with all the stakeholders, assigned them roles, and got them to calculate how much they would be paying. The insights came from the discussions.

Final take aways from Dalia

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