P&G gets innovative [Cincinnati.com] – The process behind Tide Pods includes lots and lots of research such as “talking” to 6,000 consumers. It appears this research was all done in simulated environments. I am bemused by the willing self-deception that if you put a couch in a lab, it makes the research contextual. I’d like to see P&G watching people do laundry in their real, non-idealized, messy, distracted, semi-functioning environment. Because then maybe you’d get takeaways richer than “Most laundry-doers are looking for a way to get it done faster.”

Inside the Beckett Ridge “home,” P&G researchers interviewed regular people as they sat in the comfortable couches of a mock family room or at the counter of a mock kitchen. They did the wash in a fully functioning laundry room. Through it all, they were videotaped and audiotaped, so P&G can capture how the wash gets done in a real-world setting…Back at Beckett Ridge, researchers worked on the packaging and the store display. Inside the “grocery store” with its six aisles, two checkout lanes and a self-scan lane, cameras are everywhere, recording how shoppers shop. The video feed can be streamed to any P&G Intranet site so questions and comments can be called in.

Never Too Early Movie Predictions – Sure, if we care at all, we’re still digesting the most recent Academy Awards. But forgot about 2012, this site has predictions through 2017. Sheesh, I haven’t seen any of these movies! Another moment where the corners of the Internet remind you that everyday life is filled with some genuine science fiction moments.

2015 Oscar Best Picture predictions
1. Noah
2. Citizen Hughes: The Power, The Money And The Madness
3. Churchill And Roosevelt
4. Avatar 2
5. The $700 Billion Man
6. The Color Of Lightening
7. Serena
8. Americana

Young Women Often Trendsetters in Vocal Patterns [NYT] – I had missed the original “vocal fry” hubbub a few months back, but I also enjoy how this article reframes young-female speech into a positive, leading-edge anthropological act.

Girls and women in their teens and 20s deserve credit for pioneering vocal trends and popular slang, adding that young women use these embellishments in much more sophisticated ways than people tend to realize. “A lot of these really flamboyant things you hear are cute, and girls are supposed to be cute,” said Penny Eckert, a professor of linguistics at Stanford. “But they’re not just using them because they’re girls. They’re using them to achieve some kind of interactional and stylistic end.” The latest linguistic curiosity to emerge from the petri dish of girl culture gained recognition in December, when researchers from Long Island University published a paper in The Journal of Voice. Working with what they acknowledged was a very small sample – recorded speech from 34 women ages 18 to 25 – the professors said they had found evidence of a new trend among female college students: a guttural fluttering of the vocal cords they called “vocal fry.” A classic example of vocal fry, best described as a raspy or croaking sound injected (usually) at the end of a sentence, can be heard when Mae West says, “Why don’t you come up sometime and see me,” or when Maya Rudolph mimics Maya Angelou on SNL.

Plastic Surgeons See iPhones Increase Demand for Cosmetic Procedures [Austin-Weston Center for Cosmetic Surgery] – It’s hard not to be cynical about this “press release” in which plastic surgeons tie the need for their services to a particularly hot tech brand. If you do this (the wrong way, at least) in China, you can get into trouble!

“Patients come in with their iPhones and show me how they look on [Apple’s video calling application] FaceTime,” says Dr. Sigal. “The angle at which the phone is held, with the caller looking downward into the camera, really captures any heaviness, fullness and sagging of the face and neck. People say ‘I never knew I looked like that! I need to do something!’ I’ve started calling it the ‘FaceTime Facelift’ effect. And we’ve developed procedures to specifically address it.” (via Kottke)

draw me in – Jeff Johnson’s quest to become a comic book extra. The best summary of the project – yet another example of the collapsing gulf between producer and consumer comes from this Wired article (quoted below).

Popping up in nearly 30 comic books, he has become the industry’s Waldo-a lurking stowaway who has managed to hijack the unlikeliest panels. “It’s the ultimate bragging right to go into a comic store and pick up a book you’re in,” says Johnson, a 30-year-old Kmart electronics clerk from Leavenworth, Kansas. His infamous glasses-and-goatee mug has been zombiefied (The Walking Dead), digitized (Tron: Betrayal), and placed alongside Sinestro (Green Lantern Corps), thanks to his ceaseless lobbying and the cooperation of artists. The idea sprang from a 2006 FHM contest in which entrants sent pictures of themselves in homemade costumes of villains; the winner (if you want to call it that) was drawn into Ultimate X-Men. Johnson didn’t want to dress up, so instead he handed out DrawMeIn flyers at Comic-Con, after which penciler Ryan Ottley worked him into Invincible.

• [from wstarosta] Status displays: I’ve got you labelled [The Economist] – [Evolutionary biology helps to explain why luxury branded objects, even counterfeit ones, are so appealing.] DESIGNERS of fancy apparel would like their customers to believe that wearing their creations lends an air of wealth, sophistication and high status. And it does—but not, perhaps, for the reason those designers might like to believe, namely their inherent creative genius. A new piece of research confirms what many, not least in the marketing departments of fashion houses, will long have suspected: that it is not the design itself that counts, but the label.
• [from steve_portigal] The Future of Books. [McSweeney’s Internet Tendency] – [As usual, McSweeney's does razor-sharp mockery, but you could read this as straight-ahead prediction and it would sadly almost pass for believable] 2050: Analog Reading Will Be Digitally Simulated. As people spend more and more of time immersed in massively multi-player role-playing games, they will begin to crave some downtime. Virtual simulation worlds will start to include hideaway "libraries" you can lock yourself into. There you'll be able to climb into a virtual bath and lovingly turn the pages of a pixilated representation of one of those dog-eared tomes—reliant on old-school linear narrative— that by this time will have been made illegal in the real world. Perfectly reproduced will be the sensation of turning the pages, the crack of the spine, and even the occasional paper cut.
• [from steve_portigal] When Did Girls Start Wearing Pink? [Smithsonian Magazine] – [Fascinating cultural history] The march toward gender-specific clothes was neither linear nor rapid. Pink and blue arrived, along with other pastels, as colors for babies in the mid-19th century, yet the two colors were not promoted as gender signifiers until just before WW I—and even then, it took time for popular culture to sort things out. In 1927, Time magazine printed a chart showing sex-appropriate colors for girls and boys according to leading U.S. stores. In Boston, Filene’s told parents to dress boys in pink. Today’s color dictate wasn’t established until the 1940s, as a result of Americans’ preferences as interpreted by manufacturers and retailers. “It could have gone the other way,” Paoletti says..Nowadays people just have to know the sex of a baby or young child at first glance, says Jo B. Paoletti, a historian & author of Pink and Blue: Telling the Girls From the Boys in America. Thus we see a pink headband encircling the bald head of an infant girl. [Via @boingboing]
• [from steve_portigal] In Sweden’s frigid north, auto testing is hot [SFGate] – [Obvious car companies do a ton of lab and simulation testing, but they are also big advocates of real world testing] Arjeplog, a region in northern Sweden is is important to car makers eager to optimize their vehicles for driving in extreme weather, This winter, temperatures have hovered around -4 F, making ice on the lakes consistently thick enough for driving. About 180 engineers convened at the test center at one point this season to work on making cars more fuel-efficient in cold weather and to optimize their anti-spin function. While Arjeplog is the world's largest winter testing area, rival locations include Ivalo, Finland; West Yellowstone, Mont.; Carson City, Nev.; and Millbrook, England. Francisco Carvalho, an analyst at IHS Automotive, says such tracks provide automakers with "the ultimate test for the little things they can't detect or predict in a lab." Almost 9,000 car industry officials visit Arjeplog each winter, with about 2,800 engineers working on any given day.

• [from wstarosta] Disney Helps Reboot Commodore and Amiga Brands [Brand Channel] – [The Commodore 64 is getting a re-boot from Tron, the movie. The company is updating the old school computer with a 1.8Ghz processor, Blu-ray drive, and HDMI! ] When Tron: Legacy was released in December, the product tie-in that drew all the attention was for Ducati. It's a product placement the Italian motorcycle maker told us was unpaid, but highly valuable. Now, the release of Tron: Legacy on DVD introduces a whole new marketing tie-in. This time for… Commodore 64?! That's right — Disney is helping promote the relaunch of the Commodore and Amiga brands, with the relaunched computers going on sale the same day (April 5th) as the DVD went on sale.
• [from steveportigal] How To Steal Like An Artist (And 9 Other Things Nobody Told Me) [Austin Kleon] – [While the frame of reference is being an artist, you could substitute a lot of other descriptors and it’d work just as well – designer, innovator, ethnographer, what-have-you. The riffs here manage to be wide-ranging and incredibly concise.] Your job is to collect ideas. The best way to collect ideas is to read. Read, read, read, read, read. Read the newspaper. Read the weather. Read the signs on the road. Read the faces of strangers. The more you read, the more you can choose to be influenced by. [Thanks @anneincal!]
• [from steveportigal] Recreating the Legendary Commodore 64 [Commodore USA, LLC] – [Many of my favorite themes here: reviving dead brands, retro technology, enthusiast fans become producers instead of just consumers, and of course, boat-loads of irony] The new Commodore 64 is a modern functional PC as close to the original in design as humanly possible. It houses a modern mini-ITX PC motherboard featuring a Dual Core 525 Atom processor and the latest Nvidia Ion2 graphics chipset. It comes in the original taupe brown/beige color, with other colors to follow…[We were] founded by Barry Altman in April 2010, with the express purpose of reviving and re-establishing the famous Commodore computer brand. We are Commodore and AMIGA fanatics, just like many of you. We ask ourselves what could have been, and we are appalled by Apple revisionism. Commodore is back, and we’re determined to bring the much loved brand back to the mainstream and restore its prominence in the tech industry to that which it richly deserves. It ain’t over ’till we say so.

• [from steve_portigal] Oh, Etsy. How could you? [Authentical] – [Smart take on process failures in Etsy's recent misstep. User research can make a big difference] It's hard for me to believe that if Etsy had conducted user research and even informal but realistic usability testing on the idea that they would not have quickly seen the privacy violation. They could have avoided the damage control they now have to deal with because of the breach of trust they've had with buyers who already love the experience of shopping there.Etsy could have avoided the problem and discovered a possibly great idea for engaging buyers even more. Where was the business plan for allowing search of users? How does having social "circles" support the business model, exactly? How would the social media strategy be supported on the back end? More than all that, let's look at others who have gone before us: Beacon on Facebook and Boden USA come to mind. What happened there? What could the Etsy team learn from those mistakes? Oh, and, why duplicate Facebook in any way?
• [from julienorvaisas] The Art of the Police Report [Utne Reader] – [Collett provides a fascinating exploration of one cop's ability to achieve expression while governed by the formidable constraints of police report writing.] Writing is the one constant in a cop’s daily life. As with everything in the department, strict rules govern report writing, and as with any dangerous undertaking, the department will train you to do it properly. The most despised class at the police academy is the one that teaches writing. The incident report he’ll learn to write is the factual narrative account of a crime. Every event a cop responds to generates a report. Crime reports are written in the dispassionate uni-voice that’s testament to the academy’s ability to standardize writing. They feel generated rather than authored, the work of a single law enforcement consciousness rather than a specific human being. So how can I identify Martinez from a single sentence? Why do his reports make me feel pity, terror, or despair?

• [from julienorvaisas] Plantronics and The Infamous Wall of Ears [SlashGear] – [The wall of ears is admirable in it's attempt at thoroughness, and it makes a disturbing visual impression in the bargain. Makes me wonder how they rely on it in the process – to give a "rough idea" of fit or to quantify fit and by association comfort? It's easy to see how it would give designers an idea of how well a headset fits in/onto the ear but cannot show how it actually feels to said ear.] This wall contains rubber molds of ears of every size, shape and form they could possibly throw together in order to cover as wide a range of ear shapes possible. Plantronics tests all new headset designs rigorously in order to put on the market the most comfortable headset for all shape and sized ears. Ears are notoriously difficult to create a mass market product for due to the level of inconsistency in human ear shapes. This wall is the “database” Plantronics has created in order to hit as many variables in headset design possible.

• [from steve_portigal] The $5 Guerrilla User Test [Bumblebee Labs Blog] – [While we're obviously big advocates of getting input about designs from people as frequently as possible and at various levels of fidelity, it's a bit dissonant when informal methods get distilled (so to speak) into formal-seeming methods without any of the purposefulness and planfulness of established methods. Challenging to my assumptions and thus helpfully provocative] Drunk people are a pretty accurate mimic of distracted, indifferent people. This insight has lead to a wonderful technique I’ve been refining over the years that I call “The $5 Guerrilla User Test”. Here’s the 5 second version: 1. Bring a laptop to a bar, 2. Offer to buy someone a beer in exchange for participating in a user study, 3. Watch your application crash & burn as people do all sorts of ridiculous ass shit they would never do in a lab but constantly do in real life, 4. Go back, apply the lessons you have learnt, repeat until you have an app that is 100% drunk person proof

• [from Dan_Soltzberg] The Media Equation – The Antenna Uproar – No Hair Shirt for Jobs [NYTimes.com] – [In the case of the missing iPhone signal, traditional publication Consumer Reports had more impact than younger, leading-edge media sources] How did Consumer Reports make Apple blink? In large measure, the article in Consumer Reports was devastating precisely because the magazine (and its Web site) are not part of the hotheaded digital press. Although Gizmodo and other techie blogs had reached the same conclusions earlier, Consumer Reports made a noise that was heard beyond the Valley because it has a widely respected protocol of testing and old-world credibility.
• [from Dan_Soltzberg] Pop-Up Magazine [website] – [The return of the variety show? Media channel-bending experiment marries a magazine-esque approach to content with the ephemeral nature of live performance.]
• [from steve_portigal] Concern for Those Who Screen the Web for Barbarity [NYTimes.com] – [Mind you, these consequences serve to reinforce the value of the service] With the rise of Web sites built around material submitted by users, the surge in Internet screening services has brought a growing awareness that the jobs can have mental health consequences for the reviewers. One major outsourcing firm hired a local psychologist to assess how it was affecting its 500 content moderators. The psychologist developed a screening test so the company could evaluate potential employees, and helped its supervisors identify signals that the work was taking a toll on employees. Ms. Laperal also reached some unsettling conclusions in her interviews with content moderators. She said they were likely to become depressed or angry, have trouble forming relationships and suffer from decreased sexual appetites. Small percentages said they had reacted to unpleasant images by vomiting or crying. “The images interfere with their thinking processes. It messes up the way you react to your partner.

• Subway To Start Tessellating Cheese July 1? [The Consumerist] – Three years after the protests began, it seems Subway has finally listened to its customers and will start tessellating cheese on its sandwiches, according to what appears to be an internal weekly newsletter. As anyone who has gotten a Subway sandwich knows, most Subways layer their isosceles-cut cheese in an overlapping fashion. This means one side of the sandwich gets more cheese than the other and leaves pockets of zero cheese, resulting in a uneven flavor and texture distribution. As the newsletter says, "This will improve the cheese coverage on the sandwiches."
• Reading Lolita On Paper [graphpaper.com] – Throughout the final terrifying third act of the book, Nabokov knew that the reader would be constantly, sometimes consciously, sometimes not, seeking (or deliberately avoiding seeking) a single word, a word whose distinctive typographical form would light up like a flare in the reader’s peripheral vision, paragraphs in advance, impossible to miss. Every time you turn a page, even if you avoid it, your eyes will, in an instant, claw through the one-thousand characters in every new two-page spread to find it, the word, the single characteristic letter. He plays with this visual expectation so thoroughly — torments the reader, in fact — that it’s inconceivable that he wasn’t always thinking about printed words, words on pages being turned in a reader’s hands. Oh, how glad am I that I was unable to find Lolita in any sort of eBook format.
• Kno is a digital textbook that is about to change the way knowledge is transmitted and the way students learn – First we did our homework about the way students do their homework. We studied the way they study. We probed them about the best way to re-imagine the analog studying and reading experience in the digital world. The Kno’s two generous panels open like written material has opened for hundreds of years. The experience is reassuringly book-like. Indeed, because we respect and honor the textbook, content of 99 percent of all textbooks – including the charts and graphs – fit flawlessly. No material spills beyond the screen, so there’s no awkward scrolling or manipulation required. If Kno only transferred existing textbooks into a digital form, we might as well sleep in and skip class. Kno pushes further than that. Our mission is to create a new kind of immersive, fluid, fully-engaging learning experience – made possible because the power of the physical is combined, for the first time, with the potential of the digital. It’s a whole new form factor that feels natural because it is natural.
• Christina York’s sketched notes from UPA2010 – [Her summary of my presentation begins on slide 5] This was the perfect complement to Rachel Hinman’s opening keynote. Steve enthusiastically dives deeper into cultural clues, cues and gaps that impact our work and our own experiences in this world. In this session I sat at the front, which I usually don’t do (I like to observe the entire room). However, I am a fan of Steve’s and was like a groupie in the front row. How embarrassing. But Carol sat next to me, and I felt better about myself. Steve delivered an impassioned talk and engaged an audience that richly represented the cultures present at this conference. The group discussion was as rich as the presentation and I really appreciated that Steve’s focus was to give us something to think about and not try to ground everything in application.
• Complete Beginner’s Guide to Design Research [UX Booth] – Valiant attempt to take a complex volume of expertise and boil it down to some essentials. Not sure what it means to be a "luminary" in this field but certainly the company we're listed with is pretty awesome. Curious to hear what others have to say about this piece.

• Buddhist leader tests Asustek e-reader [SF Chronicle] – Venerable Dharma Master Cheng Yen, 73, leads Taiwan's largest charity of 120,000 volunteers and teaches Buddhism on her television show. Add to her resume product tester for Asustek Computer Inc.'s e-book reader. "Because of her patience she can do a better job testing than most," said Jonney Shih, chairman of the Taipei computer-maker and honorary board member of Cheng Yen's Tzu Chi Foundation. "Some ideas were a little bit different from normal usage, but I asked my team to sincerely accept that advice." The charity is testing e-book readers for its Buddhist scriptures and to record donations, said Shih, whose company donated land next to its headquarters for Tzu Chi's Taipei office. Cheng Yen, who gives daily sermons on Tzu Chi's TV station in traditional robes and shaved head, founded the organization in 1966. The reward for Tzu Chi's help will be a final version of the product tailored to the charity's needs in the next 2 months, at least 3 months before the commercial release.

Lately we’ve been hearing and responding to a lot of chatter in the only-boring-stodgy-Microsoft-types-do-research vein, with language that essentially boils all user research down to testing tools that hinder the creative design process (see Don Norman hates research, Michal Migurski comes out against it).

But user research, at least as we conceive and practice it, is a different animal altogether. Testing relies on existing objects or realities and measures response against them. User research for design and innovation observes, examines, imagines and inspires. Here are just a few things that good user research can do.

• Broaden the scope. Instead of asking people what they think of these newfangled eBooks, we took a deeper look, to understand how reading is changing and what people value. This led to actionable, inspirational design insights such as, “Books are more than just pages with words and pictures; they are imbued with personal history, future aspirations, and signifiers of identity. And, “There are opportunities to enhance digital reading by replicating, referencing, and replacing social (and other) aspects of traditional book reading.” (Read about Portigal Consulting’s Reading Ahead project here)
• Discover meaning. Design Continuum explored the car rental experience with a group of Harvard Business Students recently to discover opportunities for improvement and innovation along numerous touch-points throughout the journey, inspiring students to envision altogether new experiences beyond the typical drudgery of current practice. (Description of event on Design Continuum’s blog here)
• Shift perspective. Wells Fargo engaged with a small number of customers to understand that consumers’ experiences and world views are fundamentally different from the internal company view. This shed a whole lot of light on how to improve communications and experiences across internal organizational silos. (Excerpt from a Forrester white paper on this project here)

Alex Faaborg of Firefox channeled Don Norman’s take on design approaches during a recent ZURBSoapbox event,

There are two distinct approaches to design. One focuses on user-research to find out what people need/want. This approach is exemplified by Microsoft and is used mostly to mitigate risk. The downside of this ‘user testing’ model is that users can lead you astray. For example, if you ask everyone what their favorite color is the average will be gray. The second tries to bring a specific vision to life and an impression of the user they want to have. This approach is exemplified by Apple and can result in huge success or failure.

Now, while Faaborg mostly touts the second more glorious path, he does acknowledge “If designers don’t know what they’re doing it could be a disaster.”

How will designers “know” what they’re doing? Or, in this heroic design model, is there room only for psychic, infallible, savant designers who do just somehow “know?” Where does this leave the consumer, or “user,” or, as they are also known, people?

We believe that including people in the process of designing products for people is a good idea, and serves to drive great design and business concept development rather than preventing it.

• DEVO – Focus Group Testing the Future [YouTube] – Filled with brilliantly sarcastic soundbites, this is definitely pushing on post-modernism/post-irony. DEVO doing focus group testing (or so they say) on every aspect of their 2010 offering (brand, logotype, instrumentation, clothing). Interesting also to see how this appears in the press with varying amounts of the irony removed.
• Theater Preshow Announcements Take Aim at Cellphones [NYTimes.com] – In a production of “Our Town” the director, David Cromer, who played the Stage Manager, took a minimal approach because he wanted to stay true to Thornton Wilder’s desire to forgo conventional theatrics. “In that show we had this issue, which is that there was to be no theater technology. The whole act of my entrance was that you were supposed to think it was someone from the theater,” Mr. Cromer explained. “We didn’t want the Stage Manager to come out and say, ‘Please turn your cellphones off,’ because that would be rewriting Wilder.” Instead Mr. Cromer simply held up a cellphone upon entering at the beginning of each act and then turned it off and put it away, casually showing the audience what to do without talking about it. “The first time I was watching another actor take over in the show as the Stage Manager,” Mr. Cromer said, “he came out, held his cellphone in the air, and the woman next to me said, ‘Oh, someone lost their cellphone.’ ”

• Listening to customer feedback? Twenty-Five Years of Post-it Notes (Thx, @susandra) – In '77, 3M decided to test-market. It failed to ignite interest. “When we did the follow-up research, there just weren’t a lot of people saying this was a product they wanted.”
  "We knew the test markets failed, but we just kept saying, ‘Maybe it was us. Maybe we did something wrong. Because it couldn’t be the product—the product was great.”
  To see for themselves how people responded to Post-it Notes, 2 execs cold-called offices, giving away samples and showing people how to use 'em. The responses were more enthusiastic. “Those things really were like cocaine. You got them into somebody’s hands, and they couldn’t help but play around with them.”
  1 more test was in order. They got newspapers to run stories about it. They festooned stationery stores with banner displays and point-of-purchase materials. 1000s of samples were sent to office managers, purchasing agents, lawyers, etc. People demonstrated it to potential customers. It was a huge success, and 3M decided to launch Post-Its.
• Listening to customer feedback? Peter Arnell Explains Failed Tropicana Package Design – Big outcry over the Tropicana packaging design (which this suggests was NOT tested but that's hard to believe) led to a return to the previous packaging.
• Listening to customer feedback? Malcolm Gladwell on the Aeron chair – The Aeron chair was originally despised and deemed ugly. It didn’t catch on for 2 years, and then it quickly became the most popular chair. Everyone came to love it. Gladwell concludes that people find responses about some topics extremely difficult to articulate. While they may think they dislike something (like the Aeron chair), in their hearts they may actually like it. There is a disconnect that causes people to express dislike in their heads while they actually like it in their hearts (and vice versa).
• Listening to customer feedback? Hate Facebook's new look? You'll like it soon enough. – Slate advances the point that people react to change negatively but eventually get used to the change and make it work.
• Listening to customer feedback? Problems With NBC’s ‘Parks & Recreation’ – When do you listen to negative feedback and when do you follow your vision? I think there's an important middle-ground that is often ignored: understanding what lies beneath that feedback and choosing carefully if and how to respond to it, or how to create supporting activities that help get over the barriers that the rejection points to

• Report: Real-world police forensics don't resemble 'CSI' – Even before the popularity of shows like CSI, there was presumably a cultural belief in the "science" behind these techniques. But the report finds that:
  – Fingerprint science "does not guarantee that two analysts following it will obtain the same results."
  – Shoeprint and tire-print matching methods lack statistical backing, making it "impossible to assess."
  – Hair analyses show "no scientific support for the use of hair comparisons for individualization in the absence of (DNA)."
  – Bullet match reviews show "scientific knowledge base for tool mark and firearms analysis is fairly limited."
  – Bite-mark matches display "no scientific studies to support (their) assessment, and no large population studies have been conducted."
• NJOY electronic cigarette – Looks like a real cigarette, complete with glowing tip on inhale, and exhaled vapor that resembles smoke. Gives an inhaled nicotine experience, while messaging to the rest of the world that you are really smoking a real lit cigarette. Paging Erving Goffman?

  Someone was using one a party last week; someone else got out their simulated Zippo lighter (an iPhone app) and lit it for them.

Great article about Disney theme parks and the design – prototype – test – iterate – build process for a new ride, Toy Story Mania

“It is much easier and less expensive to do this before the concrete has been poured,” he added. “As rides become more complicated, your ability to tweak in the field gets harder and much more expensive.”

Across the street, in a cold, unmarked garage, Ms. Allen helped to conduct “play tests” on rudimentary versions of the ride. More than 400 people of all ages – all had signed strict nondisclosure agreements – sat on a plywood vehicle set up in front of a projection screen and played various versions of the games. Disney workers studied their reactions and interviewed them afterward.

“We were looking to see if some effects were too scary,” Ms. Allen said, “or if there wasn’t enough laughing happening during certain sequences.”

Among the discoveries: People wanted to be able to compare scores after they were finished playing, while some children had a hard time reaching the cannonlike firing controller, christened by Disney as a “spring action shooter.” Engineers added a computer screen to vehicles to display scores and installed the controls on movable lap bars.

“We were trying to find out things we didn’t even know to ask about,” said Sue Bryan, a senior show producer.

Lululemon got into trouble last month for selling clothing made from a seaweed-based fabric that supposedly had many unique properties. But independent tests revealed that the material was just cotton, and performed like cotton.

Mr. Wilson added that the company probably did not have enough money to test the material back when it started using it 18 months ago. When asked about Lululemon’s product tags and the claims about vitamins and minerals, he said, “That’s coming from the manufacturer. If you feel the fabric, it feels a lot different.”

And it gets even more laughable in the followup story

When told earlier this week about the Times’s test, Dennis Wilson, the founder, chairman and chief product designer, said: “If you actually put it on and wear it, it is different from cotton. That’s my only test of it.”