Page 90 - Design meets Business:An Ethnographic Study of the Changing Work and Occupations of Creatives

78 Design Meets Business
Picture 2.6 Making sketches for Pensiopoly
In the field, designers repeatedly emphasized that visualizing efforts helped to “bring [design] processes that are up in the air, on the ground again”. Using visualization tools was a routine for designers, something they often did without being aware of it. This becomes clear in the following example in which designers used Post-Its to “download” insights from user interviews:
I [the fieldworker] sit with the designers Carrie and Jane who are ‘down- loading’, or extracting the key insights from, the user interviews. Later they will summarize the key insights into something they call an “insight report”. They are sitting on the floor, leaning against the wall behind them that is filled with posters and post-its. They work on their laptop, separately listening to an interview that the design team conducted. While they listen to the audio record, they read the notes made during the interviews. Each time they identify an important insight, they pause the record and write it down on a Post-it. On some Post-its, they write a phrase (such as ‘using a phone to call customer service when facing problems’) or only a word (like ‘letter’). On other Post-its, they draw an image. ... After writing or drawing their insights on the Post-its, they paste the Post-it behind the designated ‘category’ on the poster that is hanging on the wall.