A design theory is prescriptive and not explanatory or predictive in nature. Walls et al. (1992) proposed that an ISDT should “be a prescriptive theory which integrates normative and descriptive theories into design paths intended to produce more effective information systems.” Walls et al. (1992) believe that the purpose of a design theory is to support the achievement of goals. Thus, a design theory describes how to achieve a goal and not what the goal should be. They state that designing in IS involves designing products, work practices, information, and technology. In addition, many of the elements of information systems are artifacts that have to be designed. Walls et al. define four levels of usage for ISDTs. They are: 1) ISDT is used as a cloak of theoretical legitimacy, 2) ISDT is used as a common language and framework, 3) ISDT is used as a way of generating new insights about the characteristics of a new class of information systems, and 3) the richness of ISDT itself is enhanced. Thus, ISDT theories allow the developing of a new class of artifacts.

In an IS design research study, the design theory specifies the design of a prototype for the new system that helps in the delivery of goals in a more efficient and effective way and ultimately benefit the end-users. Generally, the design processes involve 3 iterative steps: First, build the kernel theories using the ISDT framework. Second, develop the meta-requirements, meta-design for the system using the kernel theories. Third, test and enrich the ISDT theory by evaluating the design artifacts (including the design product and processes), whether the artifact achieves the research goals.

I think the ground breaking of ISDT is its systematic approach for designing any IS system. This differentiate from the traditional way in which systems are often initiated, designed and developed based upon poor defined user requirements that were collected in a limit time and costs. For practitioners ISDTs are beneficial because they increase development reliability and the likelihood of success by providing principles, derived from kernel theories, that limit the range of system features and development activities to a more manageable set (Markus et al., 2002). ISDT approach also helps fostering exploring transdeciplinary theories and knowledge and use them as kernel theories for building the artifact. Both the principles and the artifact generated as part of an ISDT are also open to empirical testing and thus can form a basis for further research.

Walls, J. G., Widmeyer, G. R., & El Sawy, O. A. (1992). “Building an Information System Design Theory for Vigilant EIS.” Information Systems Research 3: 36-58.

Markus, M. L., Majchrzak, A. & Gasser, L. (2002) A Design Theory for Systems that Support Emergent Knowledge Processes. MIS Quarterly, 26, 179-212.

Fortunately or unfortunately, we all living under one roof - the earth, and we only have limited resource and time to produce something useful for most of us, thus we have to follow economic of scales and compromise between common use/user interface and different user perspectives/needs.

In the post regarding favorite and least favorite gadget, Brian states that his least favorite being “the panic alarm on my car key”. He argued that he did not see the value of it but only annoyance when it was often accidentally triggered at the least desired moments. However, I always appreciate the thoughts of Acura manufactures ever considering putting that little red button there on my car key and probably millions others. Although I have never once used it, and it seems well-designed not to be easily triggered unless you push it down hard, it is definitely an assurance for me knowing its availability, and hopefully it will function the day and time when I need it. It would be nice too with a built-in pepper spray for use at a place far from my car. I think multiple factors could influence mine and Brian’s perceptions towards this. One could be the gender difference. In the 2003 School Crime Supplement to the National Crime Victimization Survey, female students were more likely than male students to fear for their safety both at school and away from school. Another factor could be the experience of a malfunctioning button. I was surely annoyed by someone’s super-sensitive car alarm that had been on since 4am in a storm morning. Other factors could be the perceived knowledge about social status of women and crime rate on parking lots. I perceive generally women are weaker than men therefore are more likely to be targets of violence and crimes. I also perceive crimes often happen on parking lots, especially at night. My perceived knowledge may be influences by reading the monthly campus crime reports that I receive in email, watching late night news, CIS TV series, and recent campus shootings.

In the post regarding circuit city’s business strategy of “order online, pick up at store”, Nathan states that he couldn’t find a good reason for the strategy except that for “people who feel afraid of having something broken or lost during shipping”, and who is purchasing an expensive item. Yesenia, on the other hand, thinks this is a thoughtful business strategy that allows buyers to compare price with other stores without driving to multiple places, also saves business costs by reducing the work load of sales representatives at the store. I agree with Yesenia more. Both me and my husband are frequent online shoppers. We found this strategy very attractive, and I think that the business companies like circus city and best buy have some smart financial engineer working on their formulas behind scene. One important fact about “order online, pick up at store” is that sometimes price for the same item online can be much lower than the one in store, which usually accompanies with discounts, mail-in-rebates or other promotions. Furthermore, there are many items that could be available online but not in store. If you don’t want to wait a long time for the item to arrive, or pay expensive shipping fee, you can print out the order summary from email, bring to the store with your ID and credit card used, pick it up and enjoy it today. You could even order several items from different web sites and make the shortest route possible to pick them up from various stores.

In conclusion, product designers, business and decision makers must examine the target market of their product, examine target customers’ perceived value of the product through usability tests and survey studies in order to make outstanding products that meet their needs at the most efficient way.