Halftank Fuel: Observation vs. Assumption: A Creative Insight

As designers, we are told constantly by experts that observational research yields better results than basing design on assumptions. Many of those experts, and many designers, often have data and/or anecdotal evidence to back this up. In practice, however, observational research is often minimized if not eliminated in companies as being “too expensive” or “too time-consuming”.

Is there anything that designers can do to show their teams that observational research is worth the investment? It shouldn’t take too much convincing, really: creating a product based on assumptions THEN changing it based on feedback is a very expensive undertaking at most companies. The word “rework” alone should give product management teams pause.

I found a potential lesson this week in my watercolor painting practice - you may want to try it, whether or not you are a painter. Let me explain:

Painting based on Assumptions:

There’s a tree in my yard that I wanted to paint. The first time I painted it, however, I relied on my memory to figure out what it would look like. My memory of a tree that is literally in my yard and I see every day was clouded with assumptions of what a tree looks like: for example, a single trunk and a relative round shape of leaves on top. This was my result:

My painting turned out OK, but it doesn’t look a thing like the actual tree. It looks very generic. In my defense, it’s been very hot and muggy where I live 🙂

Painting based on Observation

To get a better painting of my tree, I would have to brave the heat and go outside where I could observe my tree as I painted. I was only then able to notice that the tree has multiple trunks (crepe myrtles, duh right) and that the leaves had more of a X shape than the round one I initially had assumed in my mind. As somewhat of a bonus, my paint dried faster outdoors so I could add on my layers quicker. Here was the final result:

The ability to observe I think made my painting much better; I am happy with it at the very least.

Applying this Lesson

Does this mean you have to get your teams outside to paint? Not necessarily, unless you want to of course.

I can see this being conducted as a workshop icebreaker or initial activity: first draw something based on one’s assumptions, then draw the same thing with the ability to observe the thing. It doesn’t have to be a tree, it can be anything as long as you have a physical example of it.

Comparing the results of the two drawing sessions can result in a discussion of assumptions vs. observation and showing the value of getting out your own head and do some field work. Whatever you can do to get people out of their own heads and closer to customers always is worth the effort. Let me know what you think.

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