DesignThinking,TimBrown• “Coasting”cameupandaimtomakeridingamoresimple,straightforwardandfun

activity.

Design,Business&Innovation Diana(YiduoQian)

DesignThinking,TimBrown• Theteamdevelopsthemore“in-storedretailingstrategies”andtakemorecareof

consumers

Design,Business&Innovation Diana(YiduoQian)

DesignThinking,TimBrown• Besidesthestrategiesinstores,therearemorethingsoutofstoresthattheteamdid

forconsumers.

Design,Business&Innovation Diana(YiduoQian)

DesignThinking,CriticalQuestion1• Is“Coasting”reallyagoodwaytodriveabike?

ChrisChambersDSAADIOwner/Proprietor|ChrisChambersSchoolofMotoring

Design,Business&Innovation Diana(YiduoQian)

DesignThinking,CriticalQuestion2• Whyyoushouldapplydesignthinkingtoyourlife?

Co.design website

Design,Business&Innovation Diana(YiduoQian)

GoingDeeper,SeeingFurtherJaneFultonSuri• Ethnographybecomesamoreimportanttermforpeopletogetdeeperinsights

Design,Business&Innovation YiduoQian(Diana)

GoingDeeper,SeeingFurtherJaneFultonSuri• 10Waysthatgoingdeeperandhavemorevaluableinsights• Linearconnectionbetweenobservationandimpacteg:ATM&mirror• Zoomingouttohavealargerandcompleteviewofcontext• Standingonothers’anglesandoverlappingpeople’sviews

Design,Business&Innovation YiduoQian(Diana)

GoingDeeper,SeeingFurtherJaneFultonSuri• Consideringextremepeopleandsimilarcases• Understandingthecultureforcethatmightinfluenceindividuals• Mixingmultiplesourcestohaveanuancedunderstanding

Design,Business&Innovation YiduoQian(Diana)

GoingDeeper,SeeingFurtherJaneFultonSuri• Maketheprocessavailabletopeer• Openuptheprocesstothepublic• Takealookonourown• Widenthebusinessrangeor“target”

Design,Business&Innovation YiduoQian(Diana)

GoingDeeper,SeeingFurtherJaneFultonSuri• Theseeffortsshouldgodeeperandfurtherandbecomeimportantinbusinessfield

Design,Business&Innovation YiduoQian(Diana)

EthnographicResearchObservations,BrooklynBridgePark

Design,BusinessandInnovation Yiduo Qian(Diana)

Likeposeandmystiquebutshywhileposing

Design,BusinessandInnovation Yiduo Qian(Diana)

EthnographicResearchObservations,BrooklynBridgePark

Tallenoughtocatchthebasketrywithoutmuchleapandwanttodunklikeabasketballplayer

Design,BusinessandInnovation Yiduo Qian(Diana)

EthnographicResearchObservations,BrooklynBridgePark

Playtimewhenwedoneshootingphotos

Design,BusinessandInnovation Yiduo Qian(Diana)

EthnographicResearchObservations,BrooklynBridgeParkTryingtohaveatypicalJUMPshootingandcomparetheheighttheyjumpaftershootingphotos

Design,BusinessandInnovation Yiduo Qian(Diana)

EthnographicResearchObservations,BrooklynBridgeParkFindouttheyallwearblackshirt,wanttoposelikepreludeofafight

• Stricttotheplaceweshootphotos

• Boyspreferdarkshirts

• liketreasonstylephotos

• Insomepoints,boyslikeposingandtakingphotsmorethangirls

• Beautifulviewscaninspirepeopletakingphotosandposedifferently

Design,BusinessandInnovation Yiduo Qian(Diana)

EthnographicResearchFindings

Interviewing Humans•Prepare for the interview

- brief description and goal-have a expect response-Small talk-questions

Design, Business and innovation Yiduo Qian (Diana)

Interviewing Humans• Structure of the interview

– introduction (warm up)– Body (doing deeper ; open-ended Q)– Conclusion

Design, Business and innovation Yiduo Qian (Diana)

Interviewing Humans• Host the interview

– Breathe– Focus on the interview– Attention vague answers– Not information about yourself

Design, Business and innovation Yiduo Qian (Diana)

Interviewing Humans• Before interview

– Make a checklist– List questions

Design, Business and innovation Yiduo Qian (Diana)

Interviewing Humans• Post-production the data

– Find themes – Specific language– Point out problems

Design, Business and innovation Yiduo Qian (Diana)