Understanding Informance
The purpose of informance is to create characters with informed perspectives on products and services. The process begins with studying existing users, followed by role-playing potential users based on those observations.
Informance combines data gathering with improvisation. Designers enact scenarios as users, exploring complex situations through performance. Depending on the research goal, roles may be guided or improvised. This approach builds empathy and encourages reflection on assumptions and biases.
It is especially useful when researchers lack familiarity with a user group—for example, designing for a demographic very different from themselves. It is also valuable for generating new product ideas. Informances are typically performed in groups, with or without an audience, and often serve as an example of early design thinking.
Method
Purpose
Advantages
Challenges
Performance (feedback)
Performed for an audience to gather feedback, sometimes including actual users.
- Encourages team participation
- Supports feedback-driven iteration
- May require trained performers
- Predefined scripts can limit creativity
Design Improv (reflection)
Performed within the design team to explore ideas and reflect on biases.
- Does not require formal training
- Allows flexible and emergent directions
- May need facilitation to guide flow
- Can be time-consuming
Advantages of Informance
1. Deep reflection
Helps researchers experience user scenarios first-hand and reflect on their perspectives.
2. Key insights
3. Inclusion and alignment
Encourages team participation and shared understanding.
4. Engaging method
A creative and engaging approach to generating and communicating ideas.
Challenges of Informance
1. Requires trained researchers
Effective performance and communication may need prior experience.
2. Unfamiliar method
Some participants may be uncomfortable performing, affecting outcomes.
3. Depends on reflection ability
Insights depend on how well participants interpret and learn from the experience.