Engaging Design Pitches: Storytelling Approaches and their Impacts

Research output: Contribution to conferencePaper

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Engaging Design Pitches: Storytelling Approaches and their Impacts. / Parkinson, David.

2016. Paper presented at Open Design for E-very-thing: Cumulus Hong Kong 2016, .

Research output: Contribution to conferencePaper

Harvard

Parkinson, D 2016, 'Engaging Design Pitches: Storytelling Approaches and their Impacts', Paper presented at Open Design for E-very-thing: Cumulus Hong Kong 2016, 23/11/16. <http://cumulus.hkdihongkong2016.org/>

APA

Parkinson, D. (2016). Engaging Design Pitches: Storytelling Approaches and their Impacts. Paper presented at Open Design for E-very-thing: Cumulus Hong Kong 2016, . http://cumulus.hkdihongkong2016.org/

Vancouver

Parkinson D. Engaging Design Pitches: Storytelling Approaches and their Impacts. 2016. Paper presented at Open Design for E-very-thing: Cumulus Hong Kong 2016, .

Author

Parkinson, David. / Engaging Design Pitches: Storytelling Approaches and their Impacts. Paper presented at Open Design for E-very-thing: Cumulus Hong Kong 2016, .

Bibtex - Download

@conference{9dc98424944f4efe9a86b967f4ff1d94,
title = "Engaging Design Pitches: Storytelling Approaches and their Impacts",
abstract = "This paper discusses the findings of a doctoral research study that builds an understanding of the relationship between storytelling approaches and their impacts at the design pitch. Determined through a literature review, the following desirable impacts were used to focus conversation during a series of semi-structured interviews conducted with employees from Unilever and Accenture: {\textquoteleft}Delivering Understanding{\textquoteright}, {\textquoteleft}Demonstrating Value{\textquoteright}, {\textquoteleft}Stimulating Critique{\textquoteright}, and {\textquoteleft}Encouraging more Holistic Thinking{\textquoteright}. In discussion of over fifty design pitches, interview participants identified many storytelling approaches used by designers when pitching product and service concepts, and their perceived relationships to the aforementioned impacts. Emergent themes were deciphered through the thematic analysis of the interview transcriptions, where four impacts were found to have significant relationships with the following storytelling approaches: {\textquoteleft}Acknowledging Cultural Perspectives and Beliefs{\textquoteright}, {\textquoteleft}Diversity/Difference{\textquoteright}, {\textquoteleft}Detailing Concept Development{\textquoteright}, and {\textquoteleft}Imagery, in particular Analogy{\textquoteright}. A summary of the relationships is presented in a framework, entitled {\textquoteleft}Design Pitch Storytelling: The Impact-Approach Framework{\textquoteright}. Of particular significance for engaging audiences are the illustrations of the following relationships: firstly, detailing concept development can bring both transparency and familiarity to the design process, allowing the audience of the design pitch to have critical discussion and develop more holistic thinking around project territories; secondly, incorporating imagery can awaken a curiosity that leads to abstract and novel thinking, again encouraging more holistic viewpoints to develop around project territories.",
author = "David Parkinson",
year = "2016",
month = nov,
day = "23",
language = "English",
note = "Open Design for E-very-thing: Cumulus Hong Kong 2016 ; Conference date: 23-11-2016",

}

RIS (suitable for import to EndNote) - Download

TY - CONF

T1 - Engaging Design Pitches: Storytelling Approaches and their Impacts

AU - Parkinson, David

PY - 2016/11/23

Y1 - 2016/11/23

N2 - This paper discusses the findings of a doctoral research study that builds an understanding of the relationship between storytelling approaches and their impacts at the design pitch. Determined through a literature review, the following desirable impacts were used to focus conversation during a series of semi-structured interviews conducted with employees from Unilever and Accenture: ‘Delivering Understanding’, ‘Demonstrating Value’, ‘Stimulating Critique’, and ‘Encouraging more Holistic Thinking’. In discussion of over fifty design pitches, interview participants identified many storytelling approaches used by designers when pitching product and service concepts, and their perceived relationships to the aforementioned impacts. Emergent themes were deciphered through the thematic analysis of the interview transcriptions, where four impacts were found to have significant relationships with the following storytelling approaches: ‘Acknowledging Cultural Perspectives and Beliefs’, ‘Diversity/Difference’, ‘Detailing Concept Development’, and ‘Imagery, in particular Analogy’. A summary of the relationships is presented in a framework, entitled ‘Design Pitch Storytelling: The Impact-Approach Framework’. Of particular significance for engaging audiences are the illustrations of the following relationships: firstly, detailing concept development can bring both transparency and familiarity to the design process, allowing the audience of the design pitch to have critical discussion and develop more holistic thinking around project territories; secondly, incorporating imagery can awaken a curiosity that leads to abstract and novel thinking, again encouraging more holistic viewpoints to develop around project territories.

AB - This paper discusses the findings of a doctoral research study that builds an understanding of the relationship between storytelling approaches and their impacts at the design pitch. Determined through a literature review, the following desirable impacts were used to focus conversation during a series of semi-structured interviews conducted with employees from Unilever and Accenture: ‘Delivering Understanding’, ‘Demonstrating Value’, ‘Stimulating Critique’, and ‘Encouraging more Holistic Thinking’. In discussion of over fifty design pitches, interview participants identified many storytelling approaches used by designers when pitching product and service concepts, and their perceived relationships to the aforementioned impacts. Emergent themes were deciphered through the thematic analysis of the interview transcriptions, where four impacts were found to have significant relationships with the following storytelling approaches: ‘Acknowledging Cultural Perspectives and Beliefs’, ‘Diversity/Difference’, ‘Detailing Concept Development’, and ‘Imagery, in particular Analogy’. A summary of the relationships is presented in a framework, entitled ‘Design Pitch Storytelling: The Impact-Approach Framework’. Of particular significance for engaging audiences are the illustrations of the following relationships: firstly, detailing concept development can bring both transparency and familiarity to the design process, allowing the audience of the design pitch to have critical discussion and develop more holistic thinking around project territories; secondly, incorporating imagery can awaken a curiosity that leads to abstract and novel thinking, again encouraging more holistic viewpoints to develop around project territories.

M3 - Paper

T2 - Open Design for E-very-thing: Cumulus Hong Kong 2016

Y2 - 23 November 2016

ER -