Designing value propositions: An exploration and extension of Sinek’s ‘Golden Circle’ model

2019 ◽  
Vol 5 (1) ◽  
pp. 59-76 ◽  
Author(s):  
Karla Straker ◽  
Erez Nusem
Keyword(s):  
Design Process ◽  
Value Proposition ◽  
Iterative Design ◽  
Value Propositions ◽  
Emotional Level ◽  
Circle Model ◽  
Inside Out

Organizations feel compelled to tell us ‘what’ they do, without first explaining ‘why’ they do it. Part of the design process is first understanding the need (the why) before focusing on the outcome (the what). An organization’s ‘why’, if successful, can inspire employees and customers to buy-in long term, by resonating on a deeper, emotional level. Sinek’s ‘Golden Circle’ concept has been used to analyse 100 organization’s value propositions across sixteen industries to understand how they are currently communicating their what, how and why. Findings revealed that only 24 per cent of organizations expressed their ‘why’ explicitly compared to the how and what results. This article provides organizations with the tools to better understand their value through an iterative design process, providing an opportunity for organizations to develop their ‘why’ from the inside out. This article explains why the analysis of an organization’s value proposition should be the focus of what should be driving strategy decisions and communicated throughout the organization.

scholarly journals Revealing insights of users’ perception: an approach to evaluate wearable products based on emotions

2020 ◽  
Vol 6 ◽  
Author(s):  
Ting Liao ◽  
Kesler Tanner ◽  
Erin Faith MacDonald
Keyword(s):  
Design Process ◽  
Product Market ◽  
Wearable Devices ◽  
Emotional Needs ◽  
New Approach ◽  
Design Concepts ◽  
Wearable Products ◽  
Emotional Level ◽  
User Comfort

The wearable product market is growing rapidly and is full of products with similar functions and features. Engaging users at an emotional level may be the key to differentiating a product and encouraging long-term use. While researchers have proposed various design approaches to realize design qualities for wearable devices, emotional needs are often extracted by analysis-heavy methods and disconnected in the design process. To bridge this gap, we developed a new approach that uses a two-axis interactive collage tool for users to compare and evaluate wearable products with targeted emotion-related descriptive words. This approach enabled designers to explore how users perceive products and identify types of emotions that were associated with users’ preferences for and perception of the product’s form and visible characteristics. The example study demonstrated this approach by exploring the relationships between product characteristics and design goals, such as user comfort, user delight, and perceived product usefulness. The results showed that products that resemble clothing were perceived as more delightful and comfortable. The approach can be further used to explore other design concepts or goals.

scholarly journals Revealing Insights of Users’ Perceptions: An Approach to Evaluate Wearable Products Based on Emotions

2019 ◽  
Vol 1 (1) ◽  
pp. 3969-3978
Author(s):  
Ting Liao ◽  
Kesler Tanner ◽  
Erin MacDonald
Keyword(s):  
Design Process ◽  
Wearable Devices ◽  
Design Approach ◽  
Emotional Needs ◽  
Online Tool ◽  
Design Concepts ◽  
Wearable Products ◽  
Emotional Level ◽  
User Comfort

AbstractThe wearable products market is growing rapidly. Engaging users on an emotional level may be the key to long-term use and attracting new customers. While researchers have proposed various design approaches to realize design qualities for wearable devices, emotional needs are overlooked in the design process. To bridge this gap, we developed an approach with an online tool that uses a two-axis interactive collage for users to compare and evaluate wearable products with targeted emotion-related descriptive words. This approach enabled us to explore how users perceive products and identify types of emotions that were associated with their preferences for and perceptions of the product's form and visible characteristics. The study demonstrated this design approach to reveal insights into the relationships between product characteristics and design goals, such as user comfort, user delight, and perceived product usefulness. The results showed that products that resemble clothes were perceived as more delightful and comfortable. This study suggests that the approach can be further used to explore other design concepts or goals.

A Perioperative Care Display for Understanding High Acuity Patients

2021 ◽  
Vol 12 (01) ◽  
pp. 164-169
Author(s):  
Laurie Lovett Novak ◽  
Jonathan Wanderer ◽  
David A. Owens ◽  
Daniel Fabbri ◽  
Julian Z. Genkins ◽  
...  
Keyword(s):  
Data Visualization ◽  
Design Process ◽  
Cognitive Task ◽  
Development Project ◽  
Clinical Informatics ◽  
Data Display ◽  
Data Types ◽  
Iterative Design ◽  
High Acuity ◽  
Depth Interviews

Abstract Background The data visualization literature asserts that the details of the optimal data display must be tailored to the specific task, the background of the user, and the characteristics of the data. The general organizing principle of a concept-oriented display is known to be useful for many tasks and data types. Objectives In this project, we used general principles of data visualization and a co-design process to produce a clinical display tailored to a specific cognitive task, chosen from the anesthesia domain, but with clear generalizability to other clinical tasks. To support the work of the anesthesia-in-charge (AIC) our task was, for a given day, to depict the acuity level and complexity of each patient in the collection of those that will be operated on the following day. The AIC uses this information to optimally allocate anesthesia staff and providers across operating rooms. Methods We used a co-design process to collaborate with participants who work in the AIC role. We conducted two in-depth interviews with AICs and engaged them in subsequent input on iterative design solutions. Results Through a co-design process, we found (1) the need to carefully match the level of detail in the display to the level required by the clinical task, (2) the impedance caused by irrelevant information on the screen such as icons relevant only to other tasks, and (3) the desire for a specific but optional trajectory of increasingly detailed textual summaries. Conclusion This study reports a real-world clinical informatics development project that engaged users as co-designers. Our process led to the user-preferred design of a single binary flag to identify the subset of patients needing further investigation, and then a trajectory of increasingly detailed, text-based abstractions for each patient that can be displayed when more information is needed.

Mechanism Design and Simulation of the ULTRA Spine: A Tensegrity Robot

2015 ◽  
Author(s):  
Andrew P. Sabelhaus ◽  
Hao Ji ◽  
Patrick Hylton ◽  
Yakshu Madaan ◽  
ChanWoo Yang ◽  
...  
Keyword(s):  
Mechanism Design ◽  
Design Process ◽  
Inverse Kinematics ◽  
Gear Ratio ◽  
Forward Kinematics ◽  
Robot Design ◽  
Link Structure ◽  
Iterative Design ◽  
Quadruped Robots ◽  
Ongoing Effort

The Underactuated Lightweight Tensegrity Robotic Assistive Spine (ULTRA Spine) project is an ongoing effort to create a compliant, cable-driven, 3-degree-of-freedom, underactuated tensegrity core for quadruped robots. This work presents simulations and preliminary mechanism designs of that robot. Design goals and the iterative design process for an ULTRA Spine prototype are discussed. Inverse kinematics simulations are used to develop engineering characteristics for the robot, and forward kinematics simulations are used to verify these parameters. Then, multiple novel mechanism designs are presented that address challenges for this structure, in the context of design for prototyping and assembly. These include the spine robot’s multiple-gear-ratio actuators, spine link structure, spine link assembly locks, and the multiple-spring cable compliance system.

A Remote Synthetic Testbed For Human-Robot Teaming: An Iterative Design Process

2021 ◽  
Vol 65 (1) ◽  
pp. 781-785
Author(s):  
Margaret Wong ◽  
Akudasuo Ezenyilimba ◽  
Alexandra Wolff ◽  
Tyrell Anderson ◽  
Erin Chiou ◽  
...  
Keyword(s):  
Design Process ◽  
Information Exchange ◽  
Task Environment ◽  
Research Administration ◽  
Urban Search And Rescue ◽  
Pilot Studies ◽  
Iterative Design ◽  
Hazardous Environments ◽  
User Friendly ◽  
Real Time Information

Urban Search and Rescue (USAR) missions often involve a need to complete tasks in hazardous environments. In such situations, human-robot teams (HRT) may be essential tools for future USAR missions. Transparency and explanation are two information exchange processes where transparency is real-time information exchange and explanation is not. For effective HRTs, certain levels of transparency and explanation must be met, but how can these modes of team communication be operationalized? During the COVID-19 pandemic, our approach to answering this question involved an iterative design process that factored in our research objectives as inputs and pilot studies with remote participants. Our final research testbed design resulted in converting an in-person task environment to a completely remote study and task environment. Changes to the study environment included: utilizing user-friendly video conferencing tools such as Zoom and a custom-built application for research administration tasks and improved modes of HRT communication that helped us avoid confounding our performance measures.

Identifikation und Auswahl von Business Ecosystems*/Identification and selection of business ecosystems. Procedure and strategic and operative integration in industrial companies

2019 ◽  
Vol 109 (04) ◽  
pp. 294-301
Author(s):  
R. E. Geitner ◽  
T. Bauernhansl
Keyword(s):  
Value Proposition ◽  
Business Ecosystem ◽  
Industrial Companies ◽  
A Value ◽  
Basic Procedure ◽  
Business Ecosystems ◽  
Value Propositions ◽  
Operational Integration ◽  
A Company ◽  
Selection Of

Die fortschreitende Digitalisierung führt zu neuen und konvergierenden Produkt- und Dienstleistungen und effizienteren Prozessen. In Verbindung mit einem Wandel der Bedürfnisse führt sie darüber hinaus auch zu einem veränderten Nutzerverhalten und Nutzenverständnis der Kunden. Zur flexiblen und schnellen Umsetzung von passgenau individualisierten, oft branchenübergreifenden Wertangeboten und der Absicherung des Kundenzugangs wird es zukünftig wettbewerbsentscheidend sein, sich im richtigen Business Ecosystem – also der Gruppe von Akteuren die interagieren müssen, um ein entsprechendes Wertangebot zu realisieren und den entsprechenden Kundenzugang haben – zu bewegen und dieses mitzugestalten. Der Beitrag beschreibt das grundsätzliche Vorgehen zur Identifizierung und Auswahl relevanter Business Ecosystems sowie deren strategische und operative Einbindung in ein Unternehmen.   The ongoing digitization leads to new and converging product benefits and more efficient processes. In connection with a change in needs it also leads to a change in user behaviour and understanding of the benefits for customers. For the flexible and fast implementation of customized, individualized, often cross-industry value propositions and the safeguarding of access to customers, it will be crucial in the future to act and help to shape the relevant business ecosystems (group of actors that need to interact in order to realize a value proposition or to have access to customers). The article describes the basic procedure for identifying and selecting relevant business ecosystems and their strategic and operational integration into a company.

Developing Clinical Decision Support System for Sleep Staging Tasks by Formulating Explanations from Artificial Intelligence: User-Centered Design and Evaluation. (Preprint)

2021 ◽  
Author(s):  
Jeonghwan Hwang ◽  
Taeheon Lee ◽  
Honggu Lee ◽  
Seonjeong Byun
Keyword(s):  
Artificial Intelligence ◽  
Decision Support ◽  
Design Process ◽  
Clinical Decision Support ◽  
User Study ◽  
Clinical Decision ◽  
Sleep Staging ◽  
User Centered Design ◽  
Iterative Design ◽  
User Centered

BACKGROUND Despite the unprecedented performances of deep learning algorithms in clinical domains, full reviews of algorithmic predictions by human experts remain mandatory. Under these circumstances, artificial intelligence (AI) models are primarily designed as clinical decision support systems (CDSSs). However, from the perspective of clinical practitioners, the lack of clinical interpretability and user-centered interfaces block the adoption of these AI systems in practice. OBJECTIVE The aim of this study was to develop an AI-based CDSS for assisting polysomnographic technicians in reviewing AI-predicted sleep staging results. This study proposed and evaluated a CDSS that provides clinically sound explanations for AI predictions in a user-centered fashion. METHODS User needs for the system were identified during interviews with polysomnographic technicians. User observation sessions were conducted to understand the workflow of the practitioners during sleep scoring. Iterative design process was performed to ensure easy integration of the tool into clinical workflows. Then, we evaluated the system with polysomnographic technicians. We measured the improvements in sleep staging accuracies after adopting our tool and assessed qualitatively how the participants perceived and used the tool. RESULTS The user study revealed that technicians desire explanations relevant to key electroencephalogram (EEG) patterns for sleep staging when assessing the correctness of the AI predictions. Here, technicians could evaluate whether AI models properly locate and use those patterns during prediction. Based on this, information in AI models that is closely related to sleep EEG patterns was formulated and visualized during the iterative design process. Furthermore, we developed a different visualization strategy for each pattern based on the way the technicians interpreted the EEG recordings with these patterns during their workflows. Generally, the tool evaluation results from the nine polysomnographic technicians were positive. Quantitatively, technicians achieved better classification performances after reviewing the AI-generated predictions with the proposed system; classification accuracies measured with Macro-F1 scores improved from 60.20 to 62.71. Qualitatively, participants reported that the provided information from the tool effectively supported them, and they were able to develop notable adoption strategies for the tool. CONCLUSIONS Our findings indicate that formulating clinical explanations for automated predictions using the information in the AI with a user-centered design process is an effective strategy for developing a CDSS for sleep staging.

scholarly journals Making a Difference and a Profit

2015 ◽  
Vol 137 (11) ◽  
pp. 38-43
Author(s):  
Douglas L. Van Bossuyt
Keyword(s):  
Product Development ◽  
Design Process ◽  
Developing World ◽  
Iterative Approach ◽  
Value Proposition ◽  
Customer Feedback ◽  
Development Cycle ◽  
The Social ◽  
Making A Difference ◽  
Product Development Cycle

This article examines different approaches that could be applied / used by engineers for lean design. Lean design can let companies make a profit while satisfying customers in the developing world. In developing markets, difficulty in gathering the necessary data can lead to lengthy delays or broad assumptions in the product development cycle. The iterative approach of lean design stresses leveraging sales data, customer feedback, and distributor feedback to evaluate and refine the important metrics of value, growth, and impact of a particular product that could drive the design process and optimize the product. The experts also say that when designing products for the developing world, making money is not the only value proposition. Engineers must keep ethics in mind. Engineers must also understand the social and health consequences of introducing products into the marketplace and ensure that any product does not adversely impact the customer or community. Products must be designed that have broad enough appeal to drive a sustainable market for the company.

scholarly journals Building Capabilities Through Democratic Dialogues

Design Issues ◽  
2018 ◽  
Vol 34 (4) ◽  
pp. 80-95 ◽  
Author(s):  
Liesbeth Huybrechts ◽  
Katrien Dreessen ◽  
Ben Hagenaars
Keyword(s):  
Design Process ◽  
Participatory Design ◽  
Design Approach ◽  
Railway Track ◽  
Alternative Futures ◽  
Design Processes ◽  
Self Organized ◽  
Complex Design ◽  
Developing Strategies

Designers are increasingly involved in designing alternative futures for their cities, together with or self-organized by citizens. This article discusses the fact that (groups of) citizens often lack the support or negotiation power to engage in or sustain parts of these complex design processes. Therefore the “capabilities” of these citizens to collectively visualize, reflect, and act in these processes need to be strengthened. We discuss our design process of “democratic dialogues” in Traces of Coal—a project that researches and designs together with the citizens an alternative spatial future for a partially obsolete railway track in the Belgian city of Genk. This process is framed in a Participatory Design approach and, more specifically, in what is called “infrastructuring,” or the process of developing strategies for the long-term involvement of participants in the design of spaces, objects, or systems. Based on this process, we developed a typology of how the three clusters of capabilities (i.e., visualize, reflect, and act) are supported through democratic dialogues in PD processes, linking them to the roles of the designer, activities, and used tools.

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