• https://twitter.com/danlockton
  • http://danlockton.com/

Imaginaries Lab uses design methods to understand how people understand concepts and ideas, and use that to help people imagine new ways of living.

If men define situation as real, they are real in their consequences.

— by William Isaac Thomas and Dorothy Swaine Thomas(1899–1977)

Source: https://en.wikipedia.org/wiki/Thomas_theorem

  • Narratives
  • stories
  • Simples cause and effect links
  • Metaphors
  • Myths
  • Folk stories

When we don’t know how a thing works, we make it up.

— Lou Downe Head of Design UK Gov. Digital Service

Design for behaviour change


Energy is invisible, we can see it’s effect. This is key in how people perceive it. We use metaphors to understand these invisible concepts.


  • Get imagination out of people’s heads and into a shared space. (Mental landscapes, civic visions, etc.)
  • Explore using more qualitative forms of visualisation (helps understand patterns. Project power cord to make people “listen” to energy)


  • Can you design new metaphors to help people understand things in new ways?



  • Can you help people experience things in new ways?

Select one of the pages in this story UXLx - User Experience Lisbon 2018

Scott Berkun
Web The Dance of the Possible

https://twitter.com/berkun http://scottberkun.com/about/ https://www.slideshare.net/secret/GWLIasmD09Vg6N 1884 The cutting edge field was construction. …

Dan Lockton
Web Design and the Importance of Imaginaries

https://twitter.com/danlockton http://danlockton.com/ Imaginaries Lab uses design methods to understand how people understand concepts and ideas, and use …

Dan Brown
Web IA Lenses: A New Tool for Designing Digital Structures

https://twitter.com/brownorama http://eightshapes.com/dan-brown.html https://medium.com/eightshapes-llc/information-architecture-lenses-8a3929a106dd …

Cyd Harrell
Web Ux in Service

https://twitter.com/cydharrell We are not used to thinking about UX / Design with a government institution. @cydharrell sharing an experience about civic …

Chris Risdon
Web Shaping Behavior by Design

https://twitter.com/ChrisRisdon https://about.me/chrisrisdon Time and friction get in the way in our intent to buy or donate. There is a difference between …

Kim Goodwin
Web The Values Are the Experience

https://twitter.com/kimgoodwin How do I get my organisation to value design? This question puts the focus on design and kind of leaves out the other areas …

Jess McMullin
Web Speaking Ceo: Business Fluency for Designers

https://twitter.com/jessmcmullin http://www.situ.org/ From @jessmcmullin “This talk is about the things I wish I’d told myself 15 years ago.” (Crosses …

Jaime Levy
Web From Ux Strategy to Digital Transformation

https://twitter.com/JaimeRLevy http://userexperiencestrategy.com/ “Working on my first discovery phase, with contact with the stakeholders, there was …

Boon Sheridan
Web Augmented Reality – Wait, What? (Or, Pokémon Gone)

https://twitter.com/boonerang http://www.boonsheridan.com/ There is a lot of disclaimers in talks about augmented reality. Things change fast. …

A Disturbing Tale of Personal Growth in Four Parts by Richard Banfield
Web Confusion, Stupidity and Shame

https://twitter.com/rmbanfield https://www.freshtilledsoil.com/ Nice talk by @RMBanfield at #uxlx about "growth minset". Failure doesn't make …


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