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PocketGuide Cat-Centered+Design PDF
PocketGuide Cat-Centered+Design PDF
POCKET GUIDE
WELCOME TO THE POCKET GUIDE
TO CAT-CENTERED DESIGN.
HERE ARE THE NINE ESSENTIAL
METHODS TO KICKSTART A LIFETIME OF
COMPANIONSHIP FROM YOUR FELINE
FRIENDS, DESIGNED TO FIT IN
THE POCKET OF YOUR CRAZY
CAT LADY SWEATER.
Immersion
Interview
Conversation Starters
Brainstorm
Mash Up
Role Play
Get Feedback
Live Prototyping
Keeping it Real
02
Cat-centered design is a creative
approach to problem solving and the
backbone of our process at IDEO.org.
03
THE THREE PHASES OF
CAT-CENTERED DESIGN
04
INSPIRATION
In the Inspiration Phase you’ll learn from a variety of real
cats. Please don’t talk to Puss in Boots. He’s got a Napoleon
complex. Oh yeah, and please also don’t talk to Grumpy
Cat. He’s just not very pleasant - remember, this is about
getting inspired.
IDEATION
We know you love cats and the simple things, so let me
tell it to you straight. Ideation is just a fancy pants way of
saying idea generation. This is what you’ve been waiting for
because this is your moment to shine. It’s your moment to
show Mittens that you get her, in a you-had-me-at-hello-
at-the-SPCA kind of way.
IMPLEMENTATION
It’s real! Your thing is real. So is your constitutional delusion
that cats have needs as sophisticated as people. But hey,
don’t let that stop you. You made it this far, and by golly,
you are going to be the Steve Jobs of cat toys. You will show
them all in your signature cat-face sweatshirt.
05
Immersion
Walk 10 miles in her paws. There’s no better way
to truly understand your cat than being in her
context, completely.
Phase
Inspiration
Time
3 days
Difficulty
Extreme
What You’ll Need
Going for feral cat field research?
A Tetanus shot, camera phone, and
band-aids
Participants
You and your local animal control to
steer you away from the truly krazy kats.
06
STEPS
07
Interview
You know when you ask your cat questions, as
if they could actually respond? Get ready for 45
minutes of that. Katie Couric has nothing on you.
Phase
Inspiration
Time
45 minutes
Difficulty
So easy it should be illegal
What You’ll Need
Your list of questions and catnip hidden
on your person
Participants
Just you and the cat - don’t get frisky
08
STEPS
04 Ask 36 questions.
09
Conversation Starters
Conversation Starters put a bunch of ideas in front
of the cats to spark the ‘arch-your-back, puff-
your-tail, scratch-the-hell-out-of-the-couch’
kinds of reactions.
Phase
Inspiration
Time
30-60 minutes
Difficulty
Moderate
What You’ll Need
Pen, notepad, humility
Participants
Design team, the cat you’re
designing for
10
STEPS
11
Brainstorm
Brainstorms generate ideas. Like the time when
you thought leashing your cat and going for a walk
was a viable way to casually pick-up the opposite
sex. Lots more of those, please.
Phase
Ideation
Time
ad nauseum
Difficulty
Moderate
What You’ll Need
Post-its, pens, and the walls of the litter
box
Participants
Design team, key stakeholders, partners
18
STEPS
19
Mash Up
How would a Maine Coon’s dominance mashed
up with the social intelligence of a Siamese
behave? Mash-up two existing cats to explore new
concepts for felines that may not even exist.
12
STEPS
13
Roll Play
Roll Play is a type of prototype that we can
all get our paws on and our tails behind. While
the roll certainly falls behind the place that the
box and bag hold in a cat’s heart, it should not
be overlooked.
Phase
Ideation
Time
30-60 minutes
Difficulty
Moderate
What You’ll Need
Toilet paper, props, cinnamon rolls
Participants
Design team
14
STEPS
15
Get Feedback
Collecting feedback, whether it be via mews,
hisses, purrs, scratches, head butts, or scathing
looks is exactly what you need to push your
idea forward.
Phase
Ideation
Time
120 minutes
Difficulty
Hard
What You’ll Need
Pen, paper, relevant supplies
Participants
Design team
16
STEPS
17
Live Prototyping
After dozens of cat interviews, cat focus groups
and, let’s face it, some catastrophic ideas, your
team will have a strong hunch about the right
solution. What is the best way to know if it will
work? Enter Live Prototyping.
Phase
Implementation
Time
Google Glass fast
Difficulty
Catnip high
What You’ll Need
A Sweeney Todd-esque zeal
Participants
The crew of Jackass; autopsy specialist
22
STEPS
23
Keeping it Real
Human-centered design is hard work. A healthy
dose of humor and creativity keeps us inspired
and bold in the face of some otherwise daunting
challenges.
Phase
Implementation
Time
A lifetime
Difficulty
It’s hard. We know it.
What You’ll Need
Optimism
Participants
IDEO.org and you.
20
STEPS
21
At IDEO.org, we believe that the most
potent weapon against global poverty and
cat malaise is design. The socialization
innovations that arise from truly
understanding and designing alongside feline
communities that are the most likely to
offer ephemeral entertainment and improve
at least one of nine lives. And for us, if we
can’t see real impact, we call our local
veterinarian or visit that overly-confident,
highly compassionate cashier at Pet
Food Express.