A method used to ground design arguments in research observations and business directives
- This is a rigorous synthesis method designed to help teams bridge the “analysis-synthesis” gap between research and design ideas in a business context.
- Elito brings the multidisciplinary team together after primary and/or secondary research has been conducted.
- Using a spreadsheet and a projector, the team captures its work and thinking in five “Elito entities,” which together create “logic line” design arguments:
- Observation : “What did you see, read, or hear?” : are the bits of raw data you want to analyze
- Judgment : “What is your opinion about that observation?” : are the judgements you make off the observations you see.
- Value : “What values are ultimately at work?” : are the value you see the subject has based off the observation or the judgement you made.
- Concept/Sketch : “What can the design team do to solve this problem?” : are basically design directions you can go with
- Key Metaphor : “What is the hook or tagline?”
- The spreadsheet captures the team’s random, nonlinear thinking to connect arguments, further refine ideas, and organize arguments into observation-based themes.