Homework_Week One

CBD_P39-55


Converting need into demand, or putting people first.


The overall of this section was using insight, observation, and empathy to figure out what people want.
Should we just figure out what people want and give it to them? Its not that simple.
As designers, we need to learn how to put people first, and have a "Human Centered Design".


As far as insight goes, we need to observe and see what people really need.
A good example they gave of this was the Jazzer-size lady.
Basically, because she was "larger", she couldn't be seen as "fit", and consequently couldn't be part of that world of exercise. She challenged it, and got them to change their minds.
This gave designers inspiration.


For observation, we need to watch what people do and listen to what they say.
Quality, not quantity. But who should we observe is always the real question.


Then came empathy.
This was the most important distinction between academic thinking and design thinking.
Design thinking- to translate observations into insights and insights into products and services that will improve lives.
This is an effort to see the world through the eyes of others, through experiences, and feel the world through their emotions.


VS_p 8-26


What is theory?


Theory- 'Theoria' (greek) --meaning to view/observe/reflect


This section talks about both Sassure and Pierce's concerns with structural models of the sign; the relationship between components that allow us to turn our signals into a message we can understand.
Sassure was about linguistic (language), which focused less on the reader, and he looked at a system of signs. 
Pierce was about semiotics, the signs themselves and the way they are organized into systems and the context they appear.


I found the wording in this section to be a little confusing at times, but the visuals were really helpful.


Favorite examples:
1. Cross's on page 15
2. Dog on page 16 (signified, signifier= sign)
3. Pipe on page 20
4. Smoking on page 24 -- good example of linguistic signs based on different cultures.