Design Research: Shades of Green

What is the meaning of "green"? California has led the way in many green products, services, and movements. But evidence suggests that a large segment of the general public in California lacks understandinig of "green values" or sustainabllity. Many people believe that anything characterized as "green" will implicitly require them to give something up, whether it be design style, quality, profitability, or sensory pleasure. Our quest will be to discover the meanings of "green" afoot in California culture, and to discover through research how to re-frame "green" for a variety of California audiences.

First in the research and strategy track, this course introduces students to the theory and practice of various types of design research including human-centered qualitative and ethnographic methods as well as formal and analytical techniques. These methods are always best taught through actual practice with a topic and/or demographic in mind. Students will also design imaginative tools to expand understanding. Representational methods such as personas and scenarios function to help students see and articulate patterns in qualitative data to inform design. The goal is to provide students with research-based skills and resources to strengthen strategic design practice.

Go out to farmer's market and conduct observations/interviews in groups of 3. Focus on observations. Any concepting should go into Design Research Journal.

Interview family and friends about attitudes toward "green" in relation to food.

Identify and investigate distinctive regions of San Francisco for deepening your understanding of our key terms through observation and interviews.

Design probes to evoke attitudes and gain greater insight into respondents.

Identify needs and opportunities through analysis and findings. Use strategic analysis to identify key design interventions. Take a creative leap to construct a proposed product / service / intervention that will promote "green" values in relation to food in the Bay Area.

Using the interview guide you have developed, interview subjects that we have recruited for the research through our screener.