session 3 1 design inquiry
TRANSCRIPT
© copyright, youngjin yoocenter for design + innovation
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design inquiry
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trying to explore unspoken needs
through empathic inquiry
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from large volume of qualitative data
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into a set of answers
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1. what inspires you, both good and bad?
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2. who are the affected stakeholders?
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3. what are unmet needs and why is it important?
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4. what is your solution to change the situation?
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5. what are the resources to create and sustain your solutions?
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data collection
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who
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ordinary people
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extreme users
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magnifier of hidden needs
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how
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immerse in the context
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follow people
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stationary observation
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personal archeology
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follow%people%or%things
follow things
... through the eyes of chopsticks
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structured observation
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tools?
culture?
why?patterns
signs?
meaning?
actions
people
where & when
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meaning-focused questions
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looking for Tide Killer?
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Q: why do you use Tide?
A: to have clean clothes
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product-focused question
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Q: what do you mean by clean clothes?
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fresh%smell
soft%fabric
clean%color
ready%for%important%meeting
no%dirtInnovating Tide
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interpretation
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individual interpretation
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ask these questions
© copyright, youngjin yoocenter for design + innovation
cD+i what do you see?
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try to guess what might be the reasons for the behavior you observe?
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what tools are being used?
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who else is there?
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when and where
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signs and symbols?
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what’s before and
after?
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What can you do with a bottle of water?
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story telling
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be specific
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be descriptive
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who, what, when, why and how
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building a persona
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identifying stakeholders
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use research data
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identify common dimensions
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Name: Age: Job: Family: Gender: Key values: A habit: Home town: Key interests: Hobbies:
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Stakeholders,
Abids&
Gachibowli&
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Infla%on'
The Struggle of the Everyday
An'income'source''characterized'by'unpredictability'
Sending'his'children'through'school'
To'be'able'to'afford'a'touch&'of'the'nicer'things'in'life'
A'few'small'indulgences'
Name: Jabbar
Auto Driver
Income of Rs. 12,000
Lives in Indiranagar
Married with two children
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not a stereotype
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follow the character: be generative
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pattern recognition
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organize your data
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sequence of activitiestime location actors artifacts experiences
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physical emotional cognitive
social cultural
technical
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customer experience mapActivities
Actor*A current experience
Actor*B
Actor*Cemotional
cognitivephysical
social
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examples
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• Uncertain)bus)-mings)– Boarding)– ETA)at)des-na-on)
• Seat)availability)
Unmet)needs)
• Impacts)emo-ons)• Impacts)experience)
6)am) 7:45)am) 9)am) 4)pm)8)am)
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Comparison of Street Corners
10th and Spruce
2nd and Market
5th and Chestnut
Current Advertising Users User Activities Specific Lamppost
No advertising signs Minimal advertisements in newspapers on the street
minimal advertising Tourist signs
Banner advertising Advertising on buildings tourist signs, transportation signs
Local residents
Local residents, tourists, workers �
Business people, tourists, residents
Dog-walking, jogging, talking with others, drinking coffee
Walking to or from home, dog-walking, pushing strollers, walking with children, dining out
Dining out, walking, touristy things, dog-walking, musuems
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Proximity
21st and Lombard
Local Businesses such as: Coffee shops, Shops, Restaurants, Bars, Ice cream parlors, grocery stores (according to mapquest.com)
6th and Chestnut
15th and Market
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HIV Home Access Self Test Experience Map
PREPARE
ISSUES
WRAP UPTEST
1 21 262516 286 1311 12 33
2 22 2717 297 14
3 2318 308 15
4 2419 319
5 20 3210
UNVEIL OUTER LAYER
CLEAN UP AFTER TEST
SELF TIMINGTAKE THE TEST
UNVEIL INNER LAYER
FILL OUT FORM
SEAL SPECIMEN DISPOSALASSESS ALL ARTIFACTS
PREPARE TO ACTIVATE
CALL TO ACTIVATE PRODUCT
Take package out Trying to fi nd out what to do next
Awkward mindset and physically messy
Setting timer for 30 minutes, allowing blood sample to dry
Writing Home Access code and collection date
Diffi cult to write with punctured fi nger and bandage
Clean with alcohol prep pad
Placing sample card into sample return pouch
Open inner layer package to see more parts
Getting ready to activate product by registering code number
Wording on instruction is insensitive
Place all parts on table
A lot of table space is needed for this test. It is a bit overwhelming
Rip and save home access test code number
Cleaning everything up
How can this be disposed discreetly?
Rip shrink wrap
Diffi culty inopening package
Use gauge pad to clean fi nger
Waiting for 30 minutesUse lancet to puncture fi nger
Reading instructionsTake out test administering materials
Calling 1-800-400-8988 to register
Uncomfortable personal questions are asked by an automated voice
Take out instructions Opening bandage on her own
Test kit should have instructed to pre-open bandages before test
Apply pressure to squeeze blood
Sealing sample return pouch
FedEx package for to ship specimen after test
Phone conversation ends after 6 min and 16 seconds
Too many questions asked by automated voice. Already frustrated before even administering test
Open up instruction manual
Too much text and info
Cleaning up bandage residue
Add blood drops to circle on card
Need a lot more blood than anticipated
Placing sample return pouch into cardboard envelope
Cardboard envelope
What is this blank envelope for?
Take out Blood Sample Collection Card
Fill circle completely Placing into FedEx envelope
Sample return pouch
Why is there another envelope?
RESEARCH FOR PROJECT M, HIV HOME TESTING KIT EXPERIENCE, ©2008 KIPUM LEE
ARCHITECTURE: COFFEE VENDING MACHINECURRENT USER / INTERACTION PROCESS
IMPROVEMENTS
INSTRUCTIONS & MENU
The layout of the instructions is separate from the menu, such that the user has to take time to read and understand how exact-ly to use the machine, and then consider what options are avail-able.
If each step of the instructions is laid out in sequence of ordering with the corresponding menu buttons below, the user is guided through the process of beverage selection in a swift and flowing manner.
PAYMENT OPTIONS
The only form of payment accepted is cash and coins.
The option of electronic payment would take effect in several ways: Less time searching for change. No need for exact change. No forgetting to take change. More convenience when having to handle multiple items while reaching down to take change and coffee cup.
DISPENSER DOOR & LOCATION
The filled cup of beverage is dispensed at a location that is awkard for most users. It requires the user to have to bend down and open a hatch, which can be inconvenient if already carrying other items. Visibility of the cup is also limited, so grasping the hot cup can be hazardous & may lead to spillage.
By moving the dispenser location up higher and to the right, in alignment with the payment location, it would allow for more convenience & ultimately less spillage. Also, if the door was on hinges so it could stay open, this would allow the user to conve-niently do everything with only one hand, if necessary.
LID LOCATION
Lids are located in an area several feet away from the machine, so most users are not even aware of the availability, or have to spend time searching for them.
Storing the lids either on or closer to the machine would make users aware of the presence of the lids, and also reduce time spent searching for them while holding a hot cup of coffee.
PHYSICALEVIDENCE
Break Room
Break Room
Change Slot
Cup of Coffee Lids
Arrive
decision point
Machine Selection
decision point Drink
Selection
decision point
Complement Selection
decision point Size
Selection
Read Machine Instructions Insert Money
Credits Money Illuminate Drink Options
Illuminate Complement
Options
Illuminate Size Options
Dispense Change
Illuminate Door
Brewing &DispensingBeverage
DispenseChange
SupplyMachine(Cups)
CollectMoney
SupplyMachine(Coffee)
SupplyMachine
(Complements)
SupplyMachine(Coins)
Stock Lids
Dispense Beverage
Press Button Press Button Press Button WaitGet Change (if applicable) Find Lid
Get Beverage1.Bend down2.Lift Door3.Get cup
Vending Machines
Coffee Vending Machine
CoinSlot Drink Menu Complement Menu Size Menu
CUSTOMER ACTIONS
LINE OF INTERACTION
ONSTAGE MACHINE INTERACTION
LINE OF VISIBILITY
BACKSTAGE MACHINE PROCESS
LINE OF MACHINE INTERACTION
SUPPORT PROCESSES
GEORGE
PHYSICALEVIDENCE
Break Room
Break Room
Cup of Coffee Lids
Arrive
decision point
Machine Selection
ReadInstruction 1.Insert Money
ReadInstruction 2.Select Drink
ReadInstruction 3.
Select Complement
ReadInstruction 4.
Select Size
Credits Money Illuminate Drink Options
Illuminate Complement
Options
Illuminate Size Options
Illuminate Door
Brewing &DispensingBeverage
SupplyMachine(Cups)
CollectMoney
SupplyMachine(Coffee)
SupplyMachine
(Complements)Stock Lids
Dispense Beverage
Wait Get LidGet Beverage1.Open Door2.Get cup
Vending Machines
Coffee Vending Machine
Drink Menu
ComplementMenu
SizeMenu
CUSTOMER ACTIONS
LINE OF INTERACTION
ONSTAGE MACHINE INTERACTION
LINE OF VISIBILITY
BACKSTAGE MACHINE PROCESS
LINE OF MACHINE INTERACTION
SUPPORT PROCESSES
Kandy Hricik Harini KasturiDesign in ManagementAssignment 5: Service Blueprinting
Sep. 22, 2011
Project by Kandy Hricik (MBA 2012) & Harini Kasturi
StudentWork
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generating solutions
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Ask “How might we ...?”
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looking for plausible alternative
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“There are those that look at things the way they are, and ask why? I dream of things that never were, and ask why not?”
Robert F. Kennedy
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business model
describes the rationale of how an organization creates, delivers, and captures value
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survival equations
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value > price > cost
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value propositions
what unmet needs do you plan to solve and how?
which combinations of experiences are you satisfying?
prototyping
use papers
use post-it
use legos
use markers
... or whatever
Street Light Prototype
transforming bus shelter
surface
!!FindAuto.in!
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storyboarding
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persona as the protagonist
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explore the user experience
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goals activities
tools other actors
place events
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stitching the events
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not to collect data but to get inspired
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not to converge but to open up new
possibilities
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to understand the context and
background in order to innovate foreground
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scenarios
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future of public transportation
urbanizationexpansion
of suburban
inexpensive alternative fuel
expensive fossil fuel
large long-range!public transit system
large short-range!public transit system
small personal short-range public transit
system
private vehicle with alternative fuel