Unlocking the Potential of Auditory Culture in Teaching and Sound Productions
Dive into the world of auditory culture with the ESOF Challenge in February 2014, exploring a concept description that lays the foundation for innovative sound productions. From data insights to user experience, this journey encompasses development, communication, and strategic solutions for an enriched teaching experience.
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AUDITORY CULTURE The ESOF Challenge, February 2014 TEACH. Teaching Centre Humanities Marjanne Kurth Specialkonsulent, Cand.mag. mkurth@hum.ku.dk
P U R P O S E A first draft of a concept description that gives ESOF (Ditte) the best possibility to judge your theme idea, and create the best starting point for your sound productions.
Assignment Use the template (Dropbox) Delivery deadline 12thFebruary
P R O C E S S Concept description based on 1. Data insights 2. Theme 3. User experience 4. Sound potential.
C O N C E P T 1DESCRIPTION 2DEVELOPMENT
C O N C E P T D E S C R I P T I O N 1 SOLUTION 2 COMMUNICATION 3 STEERING
C O N C E P T 1 SOLUTION Et koncept kan beskrives som en sammenh ngende l sning fra et f rdigproduceret og helhedsorienteret perspektiv. Beskrivelsen d kker ikke alene grundid en (hvad) og operationaliseringen af grundid en i aktiviteter (hvordan). Beskrivelsen inkluderer ogs strategiske forretningsm l (hvorn r/hvorfor) og brugerbehov (hvem/hvorfor). Endelig beskrives den intenderede overordnede brugeroplevelse (kernefort llingen/identitet/den r de tr d).
C O N C E P T 2 COMMUNICATION Konceptets v rdipotentiale skal kunne pr senteres klart og forst eligt som en pitch. Konceptbeskrivelsens pitch er jeres korte og koncise forklaring af, hvorfor jeres koncept er v rd at g videre med som projekt. Det kr ver en overbevisende v rdiskabelse i forhold til investeringen.
C O N C E P T 2 STEERING Konceptet afspejler et vedtagen fokus og udg r dermed et styringsv rkt j til at bygge l sningen. Konceptbeskrivelsen er m ls tningen for udviklingsarbejdet. Ikke mindst n r konceptet realiseres som flere projekter, er det en fordel at have en konceptbeskrivelse som m ls tningsdokument.
A CONCEPT DESCRIPTION ANSWERS 4 QUESTIONS N: What is the important customer and market need? Beskriv m lgruppens v sentlige behov, der skal l ses med jeres projekt. A: What is the unique approach and solution for addressing this need? Beskriv projektets greb/fokus, l sning (indhold/kerneaktiviteter) og dens proces i forhold til m lgruppens behov. B: What are the specific customer benefits? Beskriv projektets brugerinteraktioner (kontekst) og de positive effekter for m lgruppen og opdragsgiver. C:How are the benefits superior to the competiton s and the alternatives? Beskriv udbyttet af jeres projekt for opdragsgiver. Carlson & Wilmot (2006): Innovation The five disciplines for creating what customers want
C O N C E P T 1DESCRIPTION 2DEVELOPMENT (The process leading to the capability to describe the concept)
SRI INTERNATIONAL NABC N: What is the most important user and market need? C: How does these advanteges differ from the competition? A: What is your unique approach? B: What are the specific user advantages 3. Sound potential 1. Data Insights 2. Theme 4. User experience N A B C ? ? ? ? 3: BUILD OPPPORTUNITY Theme and storytelling 5: USER ADAVANTEGES Test and need 7: COMPETITION (Dis)Advantages 1:BUILD DATA Observations and interviews 2: DEFINE FOCUS Analysis and insights 4: BUILD SOLUTION Development and prototyping 6: IMPLEMENT Strategy og scalability Carlson & Wilmot (2006): Innovation The five disciplines for creating what customers want
BEFORE WE START (same but still different) Tools are just tools not solutions To take a step back. It is part of being in a process Use your expertise - define, analyze, compare, descibe. critical reflection, methodology, present, conclude, recommend
BUILD DATA BASIS Observations & interviews To understand the context of the user and the client through Observations (presence) Interviews (semi-structured) Desk research (reports, theories ) Methodology Visuals & audio C N A B
Exercise 1 Mapping & Categorizing Increase understanding, facilitate diaolgue, create new connections 1. Map your data material on the wall (one statement, thought, insight per post it). UCPH identity/ESOF identity Location characteristics User characteristics (What characterizes the educated audience?) 2. Categorize your data according to (new) connections Time: 20 minutes C N A B
Focus Analysis & insights To increase understanding of the user/client challenge asking yourself what you have learned from the data material (principles, motives). To build the best starting point for selecting themes and ideas for sound productions. To secure the value creation of your concept. C N A B
EXERCISE 2 Analysis & insights Increase understanding of the user/client challenge 1. Define and decide on 5 insights from your data mapping. Choose the most crucial ones for creating value. Time: 10 min C N A B
Theme ideas Do not panic. Time to adjust and qualify. N A B ? ?
EXERCISE 3 Brainstorming & selection Create the theme that meets your key insights 1. 2. 3. Confusion Tolerance: Many ideas in a short time Select individual favourites and argument in the group Select ONE /create a new combination! Time: 15 min N A B ? ?
User experience Experience & Effect Tell the story that shows the effect of what the user meets in your theme: What is changed in the user? What experience outcome do you want the achieve? 1. Take a flipover and map the experience according to before - under after Unfold the user experience: From xxx .. To xxx 2. Time: 15 min C N A B
Building the concept (What you have .) 1. Key insights from research 2. Theme 3. User experience/change From [ ] to [ ]. 4. Sound potential. How can sound undfold your theme and user experience? Kilde: Lundholm Experience Strategy
EXERCISE 4 Sound potential How can sound unfold your theme? (effects, potential, ideas) 1. Individual brainstorm (5 min) 2. Share your ideas in the group 3. Selection (max 5): Choose the strongest arguments/ideas in relation to your theme, key findings and user experience? Time: 10 minutes N A B ?
Document concept 1. THEME 2. Selction of key findings (insights) 3. User Experience/Change: From [ ] to [ ]. 4. Sound potential. How can sound unfold your theme and user experience? Use concept template Kilde: Lundholm Experience Strategy
NEXT STEP 1. Delivery Deadline for (part of) the concept description: 12thFebruary at 12 am Dropbox 2. Feedback Decisions and feedback from Ditte the 12thFebruary (evening) 3. Home assignment Make sound narrative that unfolds the concept (to create a common understanding/ownership and test the theme potential) 4. Workshop the 18thFebruary Qualifying concept, user experience and idea development for sound productions . KEEP YOUR MATERIAL!
