IDEO Human Centered Design
-
Upload
krista-ramirez -
Category
Documents
-
view
248 -
download
2
Transcript of IDEO Human Centered Design
-
8/22/2019 IDEO Human Centered Design
1/199
TOOLKIT2ND EDITION
-
8/22/2019 IDEO Human Centered Design
2/199
THIS wORK IS LICENSED UNDER THECREATIvE COMMONS ATTRIbUTION,NONCOMMERCIAL, SHARE ALIKE 3.0
UNpORTED LICENSE.
Attriution Yo mst attribte te work i te maer
secied by te ator or licesor (bt ot i ay way tat
sests tat tey edorse yo or yor se o te work).
Noncommercial Yo may ot se tis work or
commercial roses.
Share Alike I yo alter, trasorm, or bild o tis work,
yo may distribte te reslti work oly der te same
or similar licese to tis oe.
-
8/22/2019 IDEO Human Centered Design
3/199
-
8/22/2019 IDEO Human Centered Design
4/199
WATER STORAgE AnD TRAnSpORTATIOn, InDIA
-
8/22/2019 IDEO Human Centered Design
5/199
-
8/22/2019 IDEO Human Centered Design
6/199
InCREASIng FARMER InCOMES, CAMBODIA
-
8/22/2019 IDEO Human Centered Design
7/199
-
8/22/2019 IDEO Human Centered Design
8/199
EnCOuRAgIng TEChnOLOgY ADOpTIOn, KEnYA
-
8/22/2019 IDEO Human Centered Design
9/199
TAbLE
OFCONTENTSINTRODUCTIONWhY DO huMAn-CEnTERED DESIgn? 4
ThE ThREE LEnSES OF huMAn-CEnTERED DESIgn 6
ThE hCD pROCESS 8
hOW TO uSE ThIS TOOLKIT 10
BEST pRACTICES FOR InnOvATIOn 12
SCEnARIOS OF uSE 14
HEARTe hear sectio will ide yo tro te rocess
o reari or researc wit costitets si
hCD metodoloy.
STEp 1: IDEnTIFY A DESIgn ChALLEngE 34
STEp 2: RECOgnIzE ExISTIng KnOWLEDgE 39
STEp 3: IDEnTIFY pEOpLE TO SpEAK WITh 40
STEp 4: ChOOSE RESEARCh METhODS 42
Metod: Idiidal Iteriew 42
Metod: gro Iteriew 44
Metod: I-Cotet Immersio 46
Metod: Sel-Docmetatio 50
Metod: Commity-Drie Discoery 53
Metod: Eert Iteriews 55
Metod: Seek Isiratio i new places 57
STEp 5: DEvELOp An InTERvIEW AppROACh 58
Metod: Iteriew gide 58
Metod: Sacricial Cocets 60
Metod: Iteriew Teciqes 64
STEp 6: DEvELOp YOuR MInDSET 66
Midset: Beiers Mid 66
Midset: Obsere s. Iterret 68
-
8/22/2019 IDEO Human Centered Design
10/199
CREATETe Create sectio will el yo traslate wat yo
leared i te eld ito cocrete soltios.
STEp 1: DEvELOp ThE AppROACh 84
Metod: particiatory Co-Desi 84
Metod: Ematic Desi 89
STEp 2: ShARE STORIES 92
STEp 3: IDEnTIFY pATTERnS 94
Metod: Etract Key Isits 94
Metod: Fid Temes 98
Metod: Create Frameworks 100
STEp 4: CREATE OppORTunITY AREAS 102
STEp 5: BRAInSTORM nEW SOLuTIOnS 104
STEp 6: MAKE IDEAS REAL 106
STEp 7: gAThER FEEDBACK 108
DELIvERTe Delier sectio will ie yo te tools to o
rom ideas ad rototyes to soltios ad lastat ca be imlemeted. It will also el yo create
a leari la to measre ad cotie iterati
o yor desis.
STEp 1: DEvELOp A SuSTAInABLE REvEnuE MODEL 126
STEp 2: IDEnTIFY CApABILITIES FOR DELIvERIng SOLuTIOnS 131
STEp 3: pLAn A pIpELInE OF SOLuTIOnS 134
STEp 4: CREATE An IMpLEMEnTATIOn TIMELInE 138
STEp 5: pLAn MInI-pILOTS AnD ITERATIOn 140
STEp 6: CREATE A LEARnIng pLAn 144
Metod: Track Idicators 146
Metod: Ealate Otcomes 148
FIELD GUIDE 154Te Field gide cotais workseets tat will el yo to
reare or ad codct eld researc. Te Field gide ad
te Asiratios Cards, are all yo will eed to take to te
eld wit yo.
-
8/22/2019 IDEO Human Centered Design
11/199
NTRUCTN A
NTR
-
8/22/2019 IDEO Human Centered Design
12/199
ARE yOU
LOOKINGTO...bring innoation to the ase
of the ramid? Enter a ne region?
Adat a technolog to our region?Understand the needs of constituents
etter? Find ne methods for
monitoring and ealuation?
Introduction
Human Centered Design
DCH
-
8/22/2019 IDEO Human Centered Design
13/199
DC2 H
-
8/22/2019 IDEO Human Centered Design
14/199
It cotais te elemets to hma-Cetered Desi, a rocess
sed or decades to create ew soltios or mlti-atioal
cororatios. Tis rocess as created ideas sc as te
heartStart debrillator, CleaWell atral atibacterial rodcts,
ad te Blood Door System or te Red Crossioatios tat
ae eaced te lies o millios o eole.
No Human-Centered Design can hel ouenhance the lies of eole liing on lessthan $2/da.
Tis rocess as bee secially-adated or oraiatios
like yors tat work wit commities i eed i Arica, Asia,ad Lati America.
hma-Cetered Desi (hCD) will el yohear te eeds
o costitets i ew ways, createioatie soltios to
meet tese eeds, ad delier soltios wit acial
sstaiability i mid.
LETS GET STARTED.
THISTOOLKIT
wASMADE FORyOU.
Itrodctio
hma Cetered Desi
H DC
-
8/22/2019 IDEO Human Centered Design
15/199
wHy DOHUMANCENTEREDDESIGN?because it can hel our organiation
connect etter ith the eole ou
sere. It can transform data into
actionale ideas. It can hel ou tosee ne oortunities. It can hel to
increase the seed and effectieness
of creating ne solutions.
Introduction
Human Centered Design
Itrodctio
Wy Do hCD?
H DC4
-
8/22/2019 IDEO Human Centered Design
16/199
wHy A TOOLKIT?
because the eole are the exerts.Tey are te oes wo kow best wat te rit soltios are.
Tis kit doest oer soltios. Istead, it oers teciqes,
metods, tis, ad workseets to ide yo tro a rocess
tat ies oice to commities ad allows teir desires to ide
te creatio ad imlemetatio o soltios.
because onl ou kno ho to est use it.hma-Cetered Desi is a rocess broke ito a set o tools.
Tis is so tat yo ca ick ad coose wic teciqes
work best or yor cotet ad yor sitatio. use it aloe
or alo wit pRISM, ale cai aalysis, pRA, trialatio
or oter metods yo se i yor oraiatio to imaie
ad imlemet ew ideas.
we are excited aout our ailit to continuerelicating the Human-Centered Design rocessto create and ring to scale ne aroaches
to roide ee care in the deeloing orld.
vISIONSpRING, INDIA
HCD surrised us ecause een eoleho didnt kno a lot aout the toicere ale to create so man solutions.
IDE vIETNAM
H DC
Itrodctio
Wy Do hCD?
-
8/22/2019 IDEO Human Centered Design
17/199
THE THREE LENSES OFHUMAN-CENTERED DESIGN
hma-Cetered Desi (hCD) is a rocess ad a set o teciqes sed
to create ew soltios or te world. Soltios iclde rodcts, serices,
eiromets, oraiatios, ad modes o iteractio.
Te reaso tis rocess is called ma-cetered is becase it starts wit te
eole we are desii or. Te hCD rocess beis by eamii te eeds,
dreams, ad beaiors o te eole we wat to aect wit or soltios.
We seek to liste to ad derstad wat tey wat. We call tis te Desirability
les. We iew te world tro tis les troot te desi rocess.
Oce we ae idetied a rae o wat is Desirable, we bei to iew or
soltios tro te leses o Feasibility ad viability. We carelly bri
i tese leses dri te later ases o te rocess.
what do eole desire?
what is technicall and organiationall feasile?
what can e financiall iale?
DESIRAbILITy
FEASIbILITy
vIAbILITy
Itrodctio
Te Tree Leses o
hma Cetered Desi
H C D6
-
8/22/2019 IDEO Human Centered Design
18/199
Te soltios tat emere at te
ed o te hma-Cetered Desi
sold it te oerla o tesetree leses; tey eed to be
Desirale, Feasile, and viale.
DESIRAbILITy
FEASIbILITy vIAbILIT y
Start here
H
Itrodctio
Te Tree Leses o
hma Cetered Desi
DC
-
8/22/2019 IDEO Human Centered Design
19/199
HEAR
Dri te hear ase, yor Desi Team will collect
stories ad isiratio rom eole. Yo will reare or
ad codct eld researc.
H C
THE HCD pROCESSTe rocess o hma-Cetered Desi starts wit a secic Desi Callee ad
oes tro tree mai ases: hear, Create, ad Delier. Te rocess will moe
yor team rom cocrete obseratios abot eole, to abstract tiki as yo
coer isits ad temes, te back to te cocrete wit taible soltios.
8 H DC
Itrodctio
Te hCD process
-
8/22/2019 IDEO Human Centered Design
20/199
CREATE
I te Create ase, yo will work toeter
i a workso ormat to traslate wat yo eard rom
eole ito rameworks, oortities, soltios, ad
rototyes. Dri tis ase yo will moe toeter rom
cocrete to more abstract tiki i idetiyi temes
ad oortities, ad te back to te cocrete wit
soltios ad rototyes.
DELIvER
Te Delier ase will bei to realie yor soltios tro
raid reee ad cost modeli, caability assessmet,
ad imlemetatio lai. Tis will el yo lac ew
soltios ito te world.
D
To recall these hases, siml rememer H-C-D.
Abstract
Concrete
H DC
Itrodctio
Te hCD process
-
8/22/2019 IDEO Human Centered Design
21/199
HOwTO USETHIS
TOOLKITThis toolkit will guide youthrough an innovation process
based on HCD methodology.
Itrodctio
how to use tis Toolkit
H DC10
-
8/22/2019 IDEO Human Centered Design
22/199
TIp
wATCH
OUT
Tere is te acilitator ersio o te Toolkit. I yo
are te acilitator, se te otes roided to yo i te
maris as ro istrctios o ow to moe yor team
orward tro te ioatio rocess. please add ay
additioal istrctios, metods, or teciqes yo eel
wold be releat to yor desi callee.
Te acilitator mst ser is/er ower wisely.
Te acilitator is a role to lead te team tro
te rocess; tis erso ca certaily cotribte to
te cotet o te ideas, bt sold ot se is/er
ower to sway decisios.
A FLEXIbLE TOOLKITusi tis toolkit o its ow will yield reat soltios.
howeer, hCD is also ery eible ad ca comlemet
or be slemeted by arios oter aroaces.
Metods sc as particiatory Rral Araisal (pRA),
Sbsector/vale Cai Aalysis ad Trialatio ca
all be icororated ito te hCD metodoloy roided
ere. For eamle, yor Desi Callee may ecessitate
kowi abot te mai o illae resorces. I a team
member is amiliar wit a pRA metod eectie or
ateri tis kid o iormatio, it sold absoltely
be icororated ito te rocess.
So be creatie ad rioros i coosi ad mii yor
metods te best otcomes mit come rom te most
eected combiatios!
H DC
Itrodctio
how to use tis Toolkit
-
8/22/2019 IDEO Human Centered Design
23/199
bESTpRACTICES
FORINNOvATIONBy completing thousands o innovation
and design challenges, IDEO has
learned a ew rules or creating anenvironment to acilitate innovation.
See i any o these can be applied to
your organization.
Itrodctio
Best practices
or Ioatio
H DC12
-
8/22/2019 IDEO Human Centered Design
24/199
TIp
To esre tat tere is a balaced eder ersectie,
iole emale sta i all ases o tis rocess.
MULTI-DISCIpLINARy TEAMSTe callees yo ace are ery comle ad are likely to
ae bee elored by redecessors. Yo will ae a ier
likeliood o sccess at soli sc comle, difclt, ad
already-eamied roblems by itetioally assembli te
rit team o eole. Tis team will work best i it cosists o
a core ro o 3-8 idiidals, oe o wom is te acilitator.
By mii dieret disciliary ad edcatioal backrods,
yo will ae a better cace o comi wit eected
soltios we tese eole aroac roblems rom
dieret oits o iew.
DEDICATED SpACEShai a searate roject sace allows te team to be
costatly isired by imaery rom te eld, immersed
i teir ost-it otes, ad able to track te roress o
te roject. I ossible, d a dedicated sace or yor
desi team to ocs o te callee.
FINITE TIMEFRAMESMay eole otice tat tey work best wit deadlies ad
cocrete timelies. Likewise, a ioatio roject wit a
beii, middle, ad ed is more likely to kee te teammotiated ad ocsed o moi orward.
Itrodctio
Best practices
or Ioatio
H DC
-
8/22/2019 IDEO Human Centered Design
25/199
The ollowing Scenarios o Use help
to outline our possible ways to usethis toolkit or innovation. The rst two
scenarios utilize the principle o nite
timerames to rame the entire challenge,
while the latter two demonstrate how
small sections o the toolkit can be usedto provide motivation, concrete goals,
and a path to getting unstuck in
longer-term programs.
SCENARIOSOF USE
DC14
Itrodctio
Scearios o use
H C D
-
8/22/2019 IDEO Human Centered Design
26/199
SCENARIO 1:THE wEEK-LONGDEEp DIvETis mode o eaemet orces te desi team to work
qickly to ater ad aalye data, te moes raidly to
soltios, rototyes ad las. Te oe-week timerame
is a amiliar timelie tat is lo eo to ai ood
derstadi, yet sort eo to allow a stressed
oraiatio to t limited resorces aaist a callee.Tis ormat is ood or early-ase leari ad or
srri ew tiki.
Use when you:
need to lear abot a ew area or callee qickly.
need to kick-start tiki abot a lo-stadi
itractable roblem.
Wat to reres te tiki o te sta.
pull Out and Use:
All sectios o te Toolkit i seqece.
TIp
Kow te limitatios o yor data ad yor early
rototyes we doi a Week-Lo Dee Die.
I alidity is ecessary witot mc time or
researc, se secodary data to trialate yor
dis. Bild a la or iterati early rototyes
or tre reemet.
H DC
Itrodctio
Scearios o use
-
8/22/2019 IDEO Human Centered Design
27/199
SCENARIO 2:
THE SEvERAL-MONTHDEEp DIvEA loer Dee Die ca last seeral weeks to seeral
mots. Tis mode o se eables a deeer, more aced
derstadi ad teoriatio o a comle callee
or roblem. Wit a loer time rame, more locatios ca
be eamied ad more stakeolders i te ale cai
ca become articiats i te rocess.
Use when you:
need to desi robst soltios becase te ds
or imlemetatio are aailable.
hae te resorces to allocate o tiki tro
a mlti-aceted callee.
need to eae may actors i te rocess, sc
as arters, ale cai stakeolders, ders, etc.
pull Out and Use:
All sectios o te Toolkit, allowi te atre o te
Callee to dictate te aroriate timerames
or eac pase.
TIp
We yo ae more time or a Dee Die, it may
be temti to sed te ast majority o time doi
more researc. pay attetio ad otice we yo
are itti decreasi retrs ad sto te researc
we yo are leari little ew iormatio. Remember
i te early staes, yo are doi researc to derstad
te roblem ad isire te team. Tere will be time
to alidate later.
16 H DC
Itrodctio
Scearios o use
-
8/22/2019 IDEO Human Centered Design
28/199
SCENARIO 3:ACTIvATING ALREADy-EXISTINGKNOwLEDGEOte oraiatios ae a reat deal o researc ad
already-eisti iormatio bt are able to traslate all
tat iormatio ito actioable soltios. I tis case, te
rocesses otlied i Create ad Delier ca el yor team
trasorm wat yo kow ito tis yo ca start doi.
Use when you:
hae a lot o data ad yo dot qite kow
wat to do wit it.
hae bee eari iteresti stories rom te eldsta ad wat to see i tose stories ca yield ew
oortities or soltios.
hae a robst researc metodoloy tat yo
like better ta te oe i tis toolkit.
pull Out and Use:
Create
Delier
TIp
Ee i yo ae te iormatio catred i a
dieret orm (i Word docmets, or eamle),
take te time to traslate tat iormatio tro
te Story Sari metods otlied i te rst
art o te Create booklet.
H DC
Itrodctio
Scearios o use
-
8/22/2019 IDEO Human Centered Design
29/199
SCENARIO 4:
COMpLEMENTING EXISTINGLONG-TERM ACTIvITIESMay hCD metods are alicable at dieret times to
te callees yor oraiatio will ace i Tecoloy
Adatatio, Moitori & Ealatio, etc. We oe tat yo
will d some o te teciqes sel i isi te sirit
o ioatio i yor day-to-day actiities, ee we tere
is o elicit Desi Callee at ad. pick ad coose yor
metods as yo wis to el comlemet yor daily work.
Use when you:
Wat a ew teciqe to add to yor work roties.
See a metod i tis toolkit tat yo d alicableto te daily callees yo ace.
Cat set aside te resorces or a hCD roject,
bt wat to ise te sirit o hma-Cetered Desi
i yor eeryday work.
pull Out and Use:
Ay ieces o yor coosi.
TIp
For eamle, i yore worki o adati a eisti
tecoloy ad ae already-eisti iormatio abot
te cotet yo wat to adat to, se Stes 3, 4, 5,ad 6 i te Create book to ide yo tro seeral
iteratios o oortity ideticatio, braistormi,
rototyi, ad ser eedback.
O te oter ad, i yo are looki or el i ateri
data or M&E reorti, se te eercises i te Field
gide to slemet yor crret actiities.
18 H C D
Itrodctio
Scearios o use
-
8/22/2019 IDEO Human Centered Design
30/199
IOSFSE
H DC
-
8/22/2019 IDEO Human Centered Design
31/199
-
8/22/2019 IDEO Human Centered Design
32/199
HEAR
-
8/22/2019 IDEO Human Centered Design
33/199
-
8/22/2019 IDEO Human Centered Design
34/199
IMpROvIng ACCESS TO ECOnOMIC RESOuRCES, MOngOLIA
-
8/22/2019 IDEO Human Centered Design
35/199
-
8/22/2019 IDEO Human Centered Design
36/199
EngAgIng COMMunITIES In DESIgn, RWAnDA
-
8/22/2019 IDEO Human Centered Design
37/199
-
8/22/2019 IDEO Human Centered Design
38/199
WATER STORAgE AnD TRAnSpORTATIOn, InDIA
-
8/22/2019 IDEO Human Centered Design
39/199
-
8/22/2019 IDEO Human Centered Design
40/199
H DC
Desii meail ad ioatie soltios tat
sere yor costitets beis wit derstadi
teir eeds, oes ad asiratios or te tre.
Te hear booklet will eqi te team wit metodoloies
ad tis or eai eole i teir ow cotets i
order to derstad te isses at a dee leel.
HEAR:GOALS
goals o tis book are to ide:
wHO TO TALK TO
HOw TO GAIN EMpATHy
HOw TO CApTURE STORIES
-
8/22/2019 IDEO Human Centered Design
41/199
Great technique for gettingfarmers to tell stories.
IDE zAMbIA
-
8/22/2019 IDEO Human Centered Design
42/199
H DC
At te ed o te hear sectio, reare to o to te eld
by comleti tese workseets rom te Field gide:
Recriti pla
Researc ScedleIdetity, power & politics
gro Iteriew gide
Idiidal Iteriew gide
HEAR:OUTpUTS
Otts o te hear pase are:
pEOpLES STORIES
ObSERvATIONS OF CONSTITUENTS REALITy
DEEpER UNDERSTANDING OFNEEDS, bARRIERS, & CONSTRAINTS
-
8/22/2019 IDEO Human Centered Design
43/199
Qualitative research methods enable
the design team to develop deep
empathy or people they are designing
or, to question assumptions, and toinspire new solutions. At the early stages
o the process, research is generative
used to inspire imagination and inorm
intuition about new opportunities and
ideas. In later phases, these methodscan be evaluativeused to learn quickly
about peoples response to ideas
and proposed solutions.
-
8/22/2019 IDEO Human Centered Design
44/199
H DC
what ill qualitatie research
methods do?
Qalitatie metods ca coer deely-
eld eeds, desires, ad asiratios. It is
articlarly sel i early-stae researc
to test assmtios abot te world,
ad we we caot assme tat te
researcers already kow te etire
ierse o ossible aswers, belies,
ad ideas o te articiats.
Qualitatie methods canhel uneil eoles social,olitical, economic, andcultural oortunities andarriers in their on ords.
Qalitatie researc ca also be owerl
or aalyi ad mai te relatioal
dyamics betwee eole, laces, objects,
ad istittios. Tis is ossible becase
eomea i te social world ted to be
iterally related (tat is, tey are mtally-
deedet ad co-costitted).
By eamii te etreme eds o a set o
eomea i det, te etire ierse
o relatiosis ca be illmiated sice
oter istaces will all somewere o te
ma o relatios ad liks. Oce a set o
relatiosis are idetied, tey ca be
iterroated si iterretie metods or
rter reed or qatitatie testi.
what ill qualitatie research
methods not do?
Qalitatie metods will ot determie
aerae beaiors/attitdes or aswer
qestios sc as: Are eole i x
reio more likely to do tis ta i
Y reio? Tis is becase qalitatie
metods do ot coer a samle lare
eo to be statistically siicat.
Dee understanding,
not road coerage,is the strength ofqualitatie research.
I later ases o te desi rocess,
qatitatie researc becomes a ood
comlemet to derstad, or eamle,
te otetial adotio o a ew soltio
or to derstad ow te eect o
soltios will ary rom reio to reio.
HEAR:THEORy
-
8/22/2019 IDEO Human Centered Design
45/199
34 H C D
hear
Idetiy A
Desi Callee
IDENTIFy ADESIGN CHALLENGE
Te odatio o hCD is a cocise Desi Callee. Tis callee will
ide te qestios yo will ask i te eld researc ad te oortities ad
soltios yo will deelo later i te rocess. A Desi Callee is rased
i a ma-cetered way wit a sese o ossibility. For eamle: Create sais
ad iestmet rodcts tat are aroriate or eole lii i rral areas.
TIp
#1
TIp
#2
Te Desi Callee ca be decided by oraiatioal
leadersi or ca be deeloed tro a team-based
aroac. I eiter case, bei by idetiyi callees
eole are aci or sriboard o oortities te
oraiatio is iterested i elori. narrow tis list
dow to oe secic desi callee.
A good Design Challenge should e:
Framed i ma terms (rater ta tecoloy,
rodct, or serice ctioality)
Broad eo to allow yo to discoer te areas
o eected ale
narrow eo to make te toic maaeable
Facilitator Notes
Ste 1: Work wit
leadersi to idetiy
a list o criteria or te
callee. (i.e. Does
it eed to t ito a
certai timerame?
Does it eed to ae
a eoraical or
toical ocs? Does
it eed to t ito
a eisti iitiatie?
Does it eed to elore
ew oortities?)
Ste 2: Wit
leadersi, te
desi team, ad/or
costitets, make a
list o te callees
yo are aci.
Ste 3: Re-rame
tose callees
rom te costitets
oit o iew ad
broader cotet.
Ste 4: vote or select
te to two or tree
callees based o
yor criteria.
Ste 5: narrow to oe
callee wit it
rom key stakeolders.
Ste 6: Write a
sccict, oe setece
Desi Callee to
ide te desi team.
Time:
1-1.5 hors
Difficult:
-
8/22/2019 IDEO Human Centered Design
46/199
IGNHALNGEwATCHOUT
TRy
Te callee yo coose may be related to adotio
o ew tecoloies, beaiors, medicies, rodcts,
or serices. Tis mit lead to rami a desi callee
tat is oraiatio-ocsed, sc as how ca we et
eole i illaes to adot sais accots? Istead,
to act as a sriboard or ioatio, te callee
sold be re-ramed i a more ma-cetered way,
sc as how ca we create a acial saety et
or eole i illaes?
Start te desi callee wit a actio erb sc as
Create, Deie, Adat, etc. Or rase te callee
as a qestio starti wit: how ca...?
H DC
-
8/22/2019 IDEO Human Centered Design
47/199
-
8/22/2019 IDEO Human Centered Design
48/199
TEAM-bASED DESIGNCHALLENGE DEFINITIONIn Ethiopia, IDE dened the design challenge through a series o dierent
steps. First a small core team the country director and IDE corporate
sta determined a set o criteria and short list o important challenges.
Armed with this inormation, the country director and design team
developed a set o criteria or the design challenge. This criteria was:
Limited enough to complete the challenge in 3-4 days
Focused on armer needs
Broad enough to discover what is desirable to armers
Next, the team listed all the challenges they wanted to pursue.
The country director then gave the team some inormation about the
conversation among the core team which helped to ocus the choices.
Reerring back to the criteria the team developed, the challenges were
narrowed through a democratic vote. The top three were:
What can we oer armers who dont have enough rainwater access?
What are the best ways to communicate IDE oerings to armers?
What makes armers say yes?
The team discussed the possibilities and decided that the second and
third were actually closely related. So the team re-phrased the Design
Challenge to become: Dene the appropriate approach or reaching
a larger number o smallholder armers with IDE oerings.
Ater more discssio ad a al ote, tis callee was selected.
CASESTUDy
H DC
-
8/22/2019 IDEO Human Centered Design
49/199
IzENOEDG
38 H DC
-
8/22/2019 IDEO Human Centered Design
50/199
H DC
hear
Recoie Eisti
Kowlede
TRy
Caces are ood tat yo already ae some kowlede abot te toic.
Codcti a Wat Do We Kow? sessio els call ort eisti kowlederelated to te Desi Callee. Oce docmeted, yo ca reely ocs o
discoeri wat yo dot yet kow.
RECOGNIzE EXISTINGKNOwLEDGE
First, o post-Its, write dow wat yo already kow
abot te Desi Callee, icldi:
Wat eole eed or wat
Wat tecoloies ca el i tis callee
Wat soltios or ideas are bei tried i oter areas
Ay early yoteses abot ow to sole te
Desi Callee
Are tere ay cotradictios or tesios tat emere?
Were is te teams kowlede te stroest: o te
eeds o eole, o te tecoloical ossibilities, or i
ow to imlemet ideas?
net, write dow wat yo dot kow bt eed to lear
abot te area o iestiatio, sc as:
Wat costitets do, tik, or eel
how eole ale oeris
Wat costitets tre eeds may be
Callees to imlemetatio o ideas
Were are te biest eeds or researc?
how sold te recriti stratey be tailored?
Wic cateories mit strctre te discssio ide?
Facilitator Notes
Ste 1: post te desi
callee so tat te
team ca see it.
Ste 2: had ot
ost-it otes to te
desi team, ad ask
tem to write wat
tey already kow
abot te toic.
hae oe iece o
iormatio er
ost-it ote.
Ste 3: Ask eac
erso to read teir
otes, ad ost tem
der te desi
callee. Ask
oters to disaree
or callee ay
o te assmtios
tat come ot.
Ste 4: Ask te team
to write dow o
ost-it otes wat
tey dot kow
abot te callee
ad read teir otes.
post tese otes i
a dieret area.
Ste 5: gro te
ost-it otes ito
temes to el te
team deelo researc
metods, a recriti
la, ad te
iteriew ide.
Time:
30-60 mis.
Difficult:
-
8/22/2019 IDEO Human Centered Design
51/199
40 H DC
Hear
Identify People
to Speak With
Recriti aroriate ad isiratioal articiats is critical. Attetio to eder,
eticity, ad class balace is crcial or researc.
For researc meat to isire ew oortities, it is sel to d eole wo
rereset etremes. Etreme articiats el to eart articlated beaiors,
desires, ad eeds o te rest o te olatio, bt are easier to obsere ad
idetiy becase tey eel te eects more owerlly ta oters. By icldi
bot eds o yor sectrm as well as some eole i te middle, te ll rae
o beaiors, belies, ad ersecties will be eard ee wit a small mber o
articiats. Icldi tis ll rae will be imortat i te later ases, esecially
i costrcti ood rameworks ad roidi isiratio or braistormi.
IDENTIFy pEOpLETO SpEAK wITH
GENDER
wATCH
OUT
Some commities may be resistat to male ngO sta
iteriewi wome. Make sre emale sta el recrit
& iteriew wome.
gro sessios are a reat sriboard to idetiy
articiats or te idiidal iteriews. howeer,
commities ote wat to sowcase oly te
most sccessl costitets or male commity
members to ngOs.
Facilitator Notes
Ste 1: Deelo
te sectrm alo
wic to recrit.
geerate seeral
otios (i.e. hi
icome to low icome,
early adoter to risk
aerse, lare ladolder
to ladless). Idiidallyor collectiely arrow
to oe or two releat
sectrms to make sre
etremes are coered
i te researc.
Ste 2: Idetiy te
releat locatios to
recrit articiats.
Ask stakeolders to
list ood areas or tis
researc. pick 2-5 eld
sites tat ary rom oe
aoter (i.e. a dry ad
a wet site or a site i a
cetral district ad oe
more remote).
Ste 3: Select
aroriate commity
cotacts to el
arrae commity
meetis ad idiidal
iteriews. Make sre
commity cotacts
iclde me & wome.
Time:
30-60 mis.
Difficult:
-
8/22/2019 IDEO Human Centered Design
52/199
H DC
Hear
Identify People
to Speak With
TIp
#2
Reer to te Field gide to el
ide yor recriti.
Oe-tird o articiats mit be ideal costitets:
tose wo are sccessl, adot ew tecoloies
qickly, ad/or eibit desirable beaiors.
Oe-tird o articiats sold be o te oosite
etreme: tose wo are ery oor, resistat to ew
tecoloies, ad/or eibit roblematic beaiors.
Oe-tird o articiats sold be somewere i
betwee: tose wo te researcers beliee rereset
more aerae eole.
To satisy te ecoomic sectrm rom te more
well o to te ery oor, yo mit ask:
Ca yo itrodce me to a amily wo caot
aord to sed teir cildre to scool?
Wo as ot bee able to aord maiteace
or reairs to teir ome?
Wo as eerieced a recet setback
(medical roblems, bad arest, etc)?
TIp
#1
-
8/22/2019 IDEO Human Centered Design
53/199
42 H DC
hear
Coose Researc Metods
Metod: Idiidal Iteriew
Desi researc is sel to ot oly derstad idiidals bt also
rame idiidal beaiors i te cotet ad commity tat srrods
tem. Tereore, it will be imortat to emloy may metods o researc.
I additio to te metods described i tis book, secodary sorces
ad qatitatie data ca be slemeted to derstad icome or
asset ariaces across dieret reios. Fie metods described ere are:
Idiidal Iteriew
gro Iteriew
I Cotet Immersio
Sel-Docmetatio
Commity-Drie Discoery
Eert Iteriews
Seeki Isiratio i new places
CHOOSE RESEARCH METHODS
METHOD:INDIvIDUAL INTERvIEwIdiidal iteriews are critical to most desi researc,
sice tey eable a dee ad ric iew ito te beaiors,
reasoi, ad lies o eole. I ossible, arrae to
meet te articiat at is/er ome or worklace, so yo
ca see tem i cotet. I-cotet iteriews ie te
articiat reater ease ad allow yo to see te objects,
saces, ad eole tat tey talk abot dri te iteriew.
wATCH
OUT
If there are many people on the research team, no more
than three people should attend any single interview
so as to not overwhelm the participant and/or create
difficulty in accommodating a large group inside the
participants home.
Reer to Ste 5: Deelo a Iteriew Aroac to
create a set o qestios or yor idiidal iteriews.
Facilitator Notes
Ste 1: Ater yor
team as writte
te Iteriew
gide (see Field
gide), ractice te
idiidal iteriew
by arteri i
teams o two. Oe
erso lays te
role o te iteriewer
ad te oter te
iteriewee. Ask te
teams to o tro
a ractice iteriew
wit teir arter.
Ste 2: Ask te team
wat tey leared
tro tis eercise.
Are tere ay toics
or qestios tat
are missi?
Time:
60-90 mis.
Difficult:
-
8/22/2019 IDEO Human Centered Design
54/199
The interview should be conducted without an audience,
since the presence of neighbors, friends, or others can
sway what the person says or what they are able to
reveal. Privacy can often be difficult to create, however.
One tactic to accomplish privacy is to have one person
on the research team pull the audience aside and engage
them in a parallel conversation in a place where the
primary interview cannot be heard.
TIp
#1
TIp
#2
Assign the folloing roles so that each erson
has a clear urose isile to the articiant:
oe erso to lead te iteriew
a ote taker
a otoraer
H DC
-
8/22/2019 IDEO Human Centered Design
55/199
44 H DC
hear
Coose Researc Metods
Metod: gro Iteriew
METHOD:
GROUp INTERvIEwGroup-based interviews can be a valuable way to learn
about a community quickly. Group interviews can be
good for learning about community life and dynamics,
understanding general community issues, and giving
everyone in a community the chance to voice their views.
gro iteriews are ot ood or aii a dee
derstadi o idiidal icome streams, coeri
wat eole really tik, or derstadi ow to cae
commoly-eld belies or beaiors.
TIp
#1
Guidelines for grou meetings:
Sie: 7-10 eole rom dierse ecoomic backrods
place: Meet o etral rod i a sared commity
sace tat all eole ae access to (reardless o ae,
eder, stats, race).
geder: Mied or same-se ros deedi o
te cstoms i tat commity (i me ad wome
sold meet searately, two acilitators ca r te
ros i arallel).
Ae: Mied ros o arets ad tees/cildre,deedi o te toic ad local cotet.
Are te iewoits o me ad wome eqally
aled i tis commity? I ot, it may make sese
to ae two meetis, oe wit wome oly ad oe
wit me oly.
Are olitical eayweits (sc as cies, local
admiistrators, etc) reset? I so, teir oiios
may amer te ability o oters to seak reely.
Does te commity iew yo as a sorce o ds,
its, or carity? I so, teir iteractios may be
ieced by te desire to access otetial beets;
it may be ell to reare a itrodctio tat
makes te rose o te iteriew clear ad state
tat oti will be ie away.
wATCH
OUT
Facilitator Notes
Ste 1: Ater te team
deelos a gro
Iteriew gide(see Ste 4), ae
te team arter i
ros o two or a
ractice iteriew. Ask
te iteriewers to
deelo a aroac
or icldi wome
ad qieter members
o te ro. Ask
tem also to deelo
strateies or aski
eole wo may
be domiati
te coersatio
to allow oter
eole to aswer.
Ste 2: hae te team
sare best ractices
or icldi qieter
members o te ro
ad redirecti te
coersatio away
rom eole wo
are domiati
te coersatio.
Time:
1.5-2 hors
Difficult:
-
8/22/2019 IDEO Human Centered Design
56/199
TIp
#2
ngOs ca sometimes itetioally sed a messae
o searateess by weari braded ngO cloti
ad creati satial distace betwee temseles
ad te articiats. Its imortat to lesse tese
barriers ad to disrt commo ierarcical ercetios
o beeactor/researcer ad reciiet/articiat.
here are some tis:
Sit at te same eit leel as te articiats
I tere is more ta oe researcer, dot sit
toeter; staer yorseles troot te ro
Try ot to wear oraiatio-braded cloti tat
siies yor stats as beeactor or researcer
Emlate te same stats o cloti as articiats
(ote: tis does ot mea weari te traditioal
dress o te costitet commity i tis is ot
yor ow eritae)
Reer to Ste 5 : Deelo a Iteriew Aroac
to idetiy qestios or te ro.
H DC
-
8/22/2019 IDEO Human Centered Design
57/199
46 H DC
hear
Coose Researc Metods
Metod: I-cotet Immersio
METHOD:IN CONTEXT IMMERSIONMeeting people where they live, work, and socialize and
immersing yourself in their context reveals new insights
and unexpected opportunities.
Human-Centered Design works best when the designers
understand the people they are designing for not just on an
intellectual level, but also on an experiential level. Try to do
what your constituents do and talk to them about their
experience of life in the moment.
GENDER
O a roject i rral Idia, eole said tat cltral
traditio reeted wome rom toci me wo
are ot immediate amily members. howeer, by
sedi seeral days i a illae, te team obsered
tat tere were may istaces i wic traied or
iormed wome doi secic jobs were able to
toc me witot ay serios roblems. Tese as
betwee wat eole say ad wat tey do are ot bad.
I act, seei tese diereces may ilit ew
oortities; or eamle, desii a ew medical
serice tat cold be roided by iormed wome.
TRy
#1
TRy
#2
work Alongside
Sed a ew ors to a ew days worki wit someoe.
By eerieci te bsiess ad actiity rstad, yo
may ai better derstadi o teir eeds, barriers,
ad costraits.
Famil Homesta
Ask a amily to ost 1-2 team members or a ew its
i teir ome. Stayi or a ew its allows te amily
to ai comort ad act atrally. Ater te secod it,
ery ew eole ca maitai a sow or ests, ad
te derstadi ad ematy te team will ai will
icrease te loer yo stay i oe lace.
Facilitator Notes
Ste 1: To la a
omestay, idetiy
eole willi to
ost a researcer or
oe-to-tree its
i teir ome.
Deedi o local
cstoms, leel o
saety, ad laae
barriers, team
members ca stay i
omes idiidally or
arter i ros
o two to tree eole.
Ste 2: Make sre te
team derstads
tat te oal o tis
eercise is to see
ow articiats lieday-to-day. Adise
yor team ot to
bri elaborate its,
ood, or alcool to
te omestay.
howeer, a small
it o ordiary
oseold slies
or el wit ormal
amily eeses is
erectly e.
Ste 3: Tell team
members to
articiate wit
te amily i teir
ormal roties.
Ask te team to
sed time wit
ad talk to te me,
wome, ad cildre
i te oseold. Its
imortat to see
ow te oseold
works rom all tese
dieret ersecties.
Time:
2-4 Days
Difficult:
-
8/22/2019 IDEO Human Centered Design
58/199
ONEXTMME
what eole sa (and think) the do and hat the
actuall do are not alas the same thing.
Wit o itet to mislead yo, eole ote ae stro
belies abot wat tey do o a daily basis tat diers
rom wat tey actally do. Te oal is ot to correct or
oit ot te misercetio, bt rater to derstad
te dierece.
TIp
#1
TIp
#2
TIp
#3
putting ourself in someones shoes enales
ou to get eond hat eole sa to hat
the think and feel.
Bei i-cotet meas aii tre ematy tro
bei wit eole i teir real settis ad doi te
tis tey ormally do. Tis kid o dee immersio
ies s Iormed Ititio tat we take back wit s
to desi soltios. We bei to take o te ersectie
o te iteriew articiat wic eables s to make
desi decisios wit teir ersectie i mid.O corse, we always o back ito te eld ad et
eedback rom te sorce to see i or Iormed
Ititio led s to te rit coices, ad ow we
ca imroe tem.
Dee immersion shos commitment and staing oer.
For eamle, worki wit a erso or a day i is or er
eld, lii wit a amily or a ew days or eli tem
bri teir rodcts to market are ways o sowi yor
dee iterest i te day-to-day lies o yor articiats.
Trst is bilt oer time ad eole eel at ease sari
teir las ad oes or te tre. May ngOs ai
tis det o coectio oer may mots o relatiosi
bildi. Some teciqes like te oerit stay described
i te case stdy o te et ae ca accelerate tis
trst bildi.
H DC
-
8/22/2019 IDEO Human Centered Design
59/199
-
8/22/2019 IDEO Human Centered Design
60/199
OvERNIGHTSTAy IN THE FIELDOn a project to increase small holder armer income or IDE
Ethiopia, the design team stayed overnight in Arsi Negelle,
Ethiopia, where they plowed the amilys elds the next morning.
The overnight enabled the team to get beyond the common
stories people tell to NGOs and learn about one armers most
intimate plans or the uture.
They visited a armer named Roba the rst evening and
once again the next day.
When they rst met Roba, he portrayed an overall sense o
hopelessness. He described things that happened TO him, in
particular the governments recent land redistribution. Some
armers received land in the irrigated area near the lake.
Some did not. He was in the latter group.
The next day, he was shocked to discover that the team was
still there. His demeanor had changed completely. He knew
the team was committed. This time, he shared that in act he
did have a plan or pulling his amily out o poverty. I he could
secure a $200 USD loan, he would rst buy an ox so he wouldnt
have to trade two days o his own labor to borrow a neighbors.
Then hed rent a piece o land in the irrigated territory and
purchase improved seed. He no longer viewed the team as a
wealthy NGO who was there to provide a ree git, but rather
a partner in how he could take command o his own uture.
CASESTUDy
H DC
-
8/22/2019 IDEO Human Centered Design
61/199
H DC50
hear
Coose Researc Metods
Metod: Sel-docmetatio
METHOD:SELF-DOCUMENTATIONSelf-Documentation is a powerful method for observing
processes over a long period of time, or for understanding
the nuances of community life when the researcher cant be
there. Records of experiences, such as journal entries, allow
the team to see how participants see their life, community,
and relationships.
GENDER
Be sesitie to wo as access to wat i a commity.
It is imortat to recrit bot me ad wome i tis
eercise to ae a balace o ersecties. Also be
sesitie to class, ae, ad oter actors tat will aect
te iormatio eole are able to collect ad record.
TRy
Recrit seeral eole ad ie tem cameras, ideo
cameras, oice recorders or jorals, wit istrctios.
Ask tem to docmet teir eerieces oer a ew
days or weeks. gie articiats istrctios desied
to ide tem o ow to easily record actiities tat
will yield releat iormatio to te researc roject.
Te easier it is to sel-docmet, te more likely it is
tat articiats will comlete te eercise.
TIp
#1
TIp
#2
Ote teeaers ad yo eole are ood articiats
i sel-docmetary eercises. Yo eole ted to
wat to eress temseles i ew ways, ad ca d
te rocess o docmeti teir lies ad tecommity less itimidati ta older adlts.
Yo may d tat yor articiats eed a little el
ractici te teciqes or sel-docmetatio. I tis is
te case, sow some eamles o ow oter eole ae
doe sel-docmetatio, or sed a ew ors wit te
articiat to sow tem ow to catre iormatio.
Facilitator Notes
Ste 1: Decide wat
yo wold like eole
to docmet -- teir
eelis, actiities,amily lie, icome,
or beaiors. Based
o tis, decide wat
te best mode or
collectio o te
iormatio mit be:
otoras, diaries,
oice recordis, etc.
Ste 2: gie
articiats te tools
ad istrctios to
docmet temseles
or seeral days.
Ste 3: We
yo retr to te
articiats, reiew
te materials toeter.
Remember to ask
tem ot jst wat te
tis are tat tey
docmeted, bt also
wy tey cose tese
details ad ow tey
elt abot te items.
Time:
2-30 Days
Difficult:
-
8/22/2019 IDEO Human Centered Design
62/199
H DC
-
8/22/2019 IDEO Human Centered Design
63/199
H DC52
-
8/22/2019 IDEO Human Centered Design
64/199
H DC
hear
Coose Researc Metods
Metod: Commity-drie
Discoery
METHOD:COMMUNITy-DRIvENDISCOvERyIn most cases, the real experts on a certain topic and those
with the most insight for the Design Challenge are the people
in the community or end customers. Consider recruitingmembers of the community to be the primary researchers,
translators, designers and/or key informants for the project.
Community members with strong relationships, respected
leaders, or people with a reputation for intelligence and
fairness are often good people to identify as research
partners. By asking people in the community to lead the
research, the other participants may be able to express
their concerns more openly and honestly. In addition,
through their intimate knowledge of the community, these
research partners can help interpret the hidden meaning
and motivations behind the statements of other participants.
TRy
Fid eole i te commity wo are articlarly
ioatie or wo ae bee doi tis ot o te
ordiary i order to aciee sccess. how mit yo
arter wit tese idiidals to isire ew soltios?
Wat ca be leared by leerai teir ioatios
ad kowlede?
wATCH
OUT
Commity olitics ca sometimes trasorm a researc
roject ito a commity battle or access to te resorces
o te researcer ad/or ngO. Ee we tese resorces
are ot real, te ercetio o aoritism ca be damai.
Beore starti a roject tilii commity-drie
discoery, it is imortat to derstad te releat
dyamics ad ower relatiosis.
Facilitator Notes
Ste 1: Idetiy a
ew eole i te
commity tat will be
ood members to ae
o te desi team.
Try to esre tat
tese idiidals are
trsted ad resected
members o te
commity, tat tey
are air ad biased,ad ae o ersoal
stake i te reslts o
te desi soltios.
Ste 2: Decide ow
yo will comesate
tese idiidals.
Sometimes it will be
aroriate to ay
tem a salary based o
wat oter members
o te desi team are
etti aid, wile i
oter sitatios, o-
moetary its are
more aroriate.
I yo are certai,
seek adice.
Ste 3: Iterate tese
desi team members
at eery oit i te
roject, ali teir
kowlede o te
commity dyamics
ad eeds.
Time:
2-4 Days
Difficult:
-
8/22/2019 IDEO Human Centered Design
65/199
T INERIEw
54 H DC
-
8/22/2019 IDEO Human Centered Design
66/199
H DC
hear
Coose Researc Metods
Metod: Eert Iteriews
METHOD:EXpERT INTERvIEwSExperts can be called upon to provide in-depth and technical
information. Reaching out to experts is particularly useful
in cases where the team needs to learn a large amount of
information in a short period of time, and/or where others
have already done a lot of research on a topic.
Some examples of good times to call upon expert
interviews are:
To learn about the history of a particular community
or topic
To understand the regulations that might affect
design and implementation of solutions
To gather information about new technologies that
have been recently invented or that are on the horizon
wATCH
OUT
Eert iteriews are ot a sbstitte or rimary
researc wit articiats ad commities. Ote
eerts oerstate teir eertise or deelo teir
ow assmtios ad biases tat ca stie ioatio.
Remember tat te real eerts are te eole
yore desii or. Dot ask eerts or soltios
or take teir ideas as te al soltio.
TIp
#1
TIp
#2
I ossible, iteriew eerts wit dieret oits
o iew o a toic i order to balace ot biases.
Facilitator Notes
Ste 1: Idetiy teareas or toics tat
yo wold like to talk
to eerts abot.
Ste 2: Fid ad
recrit tese eerts
by telli tem abot
yor roject ad te
iteded let o
time yo will seak
wit tem. Try to
seak wit eole
wo ae dieret
oiios o te toics
to callee te team
to tik i ew ways.
Ste 3: Retr to
some o tese eerts
dri te Feedback
ortio o te roject
-- eerts ca be ee
more ell we
tere is someti
taible or tem to
resod to.
Time:
1.5-3 ors
Difficult:
-
8/22/2019 IDEO Human Centered Design
67/199
6 H DCH DC56
-
8/22/2019 IDEO Human Centered Design
68/199
H DC
hear
Coose Researc Metods
Metod: Seek Isiratio
i new places
METHOD:SEEK INSpIRATIONIN NEw pLACESOe o te best ways to isire ew ideas is to look at
similar eerieces i oter cotets, istead o ocsi
too arrowly o te researc toic. Te simle act o
looki at dieret cotets ca bri to mid ew isits.
For eamle a sreo ca et isits abot oraii
teir medical slies by isiti a ardware store, a airlie
emloyer mit et ideas abot ceck-i by obseri a
otel rot desk or a water-j creator cold obsere oter
ways idiidals trasort eay objects or liqids.
TRy
#1
TRy
#2
To idetiy isiratioal settis, list all te distict
actiities or emotios tat make te eeriece
yo are researci. For eamle, a doctors isit mit
iclde te ollowi actiities ad eelis: etti
sick, discssi a doctor isit wit amily, trael, ayi,
ad ollowi doctor istrctios sc as taki
medicatio or cai beaior. Fid oter sitatios
tat iclde some or all o tese actiities ad te o
ad obsere tem.
Tis metod is most sel we yo ae already
doe some researc, ad eed to reres yor tiki.
Facilitator Notes
Ste 1: Tik abot
all te actiities,
eelis, ad beaiors
tat make te
eeriece o yor
callee. Ask
te team to list
tese toeter.
Ste 2: net to eac
actiity, eeli, or
beaior, write dow
a ew oter areas or
sitatios were tiseists. For eamle,
i te actiity is se
a deice at te same
time eery day, oter
sitatios mit be
ow eole se
alarm clocks, wells,
or mobile oes.
Ste 3: hae te team
ote o te sitatios
tat tey wold like to
obsere or isiratio
ad arrae or a
obseratio.
Ste 4: Dri te
obseratio, ae te
team take ictres
ad otes o te
eeriece. Toeter,
debrie o wat tis
eeriece was like
ad wat tey ca
aly to te
desi callee.
Time:
20-60 mis.
Difficult:
-
8/22/2019 IDEO Human Centered Design
69/199
58 H DC
hear
Deelo a
Iteriew Aroac
Metod: Iteriew gide
Iteriewi is a art tat balaces te dal eeds o etti releat
iormatio rom te cstomer ad eai wit tem as a crios ad
ematetic ried. Itetioally deeloi yor stratey or iteriewi is
key to maai tis balace. here we iclde tree iteriew metods tat
may el yo to deelo te iteriew aroac rit or yo:
Iteriew gide
Sacricial Cocets
Iteriew Teciqes
METHOD:INTERvIEw GUIDETe semi-strctred iteriew is a key metod o eabli
dialoe ad dee eaemet wit articiats wile
retaii ocs o a articlar toic. Totl strctri o
te iteriew qestios will take te articiat o a metal
jorey rom te secic to te asiratioal to te taible.
DEvELOp AN INTERvIEw AppROACH
TIp
#1
OpEN SpECIFIC
Warm te articiat wit qestios tey are
comortable wit.
1. hoseold demoraics
2. Wo does wat i te oseold?
3. Stories o recet ast
GO bROAD
promt bier, ee asiratioal, tiki tat
tey may ot be accstomed to o a daily basis.
4. Asiratios or te tre
5. System-based qestios
pRObE DEEp
Di deeer o te callee at ad & romt
wit wat i scearios.
6. Icome sorces
7. Qestios secic to ioatio callee
8. Sacricial Cocets
Facilitator Notes
Ste 1: geerate a list
o toics related to
yor desi callee
to coer i eld
researc.
Ste 2: Sort te toics
based o wat are te
mai cateories ad
sb-cateories.
Ste 3: Idetiy i
ay toics are
secic to male or
emale actiities.
Ste 4: Break ito
ros o two. Take
eac mai cateory
ad assi a ro
to eerate a list o
qestios to ask i
te eld based o
te toics listed i
te mai cateory.
Ste 5: hae eac
ro reset teir
qestios to te larer
team ad add ay
additioal qestios
tat may be missi.
Time:
1-2 hors
Difficult:
-
8/22/2019 IDEO Human Centered Design
70/199
TRy
#1
TRy
#2
TRy
#3
Bei by braistormi te toical areas yod
like to coer dri te iteriews, like
sorces o lieliood
sorces o iormatio
aci models
Create yor ow i yor Iteriew gide at te back
o yor Field gide based o te eamle o te
oosite ae.
use ost-its to catre qestios tat resod
to tese toics. For sorces o iormatio,
oe mit ask:
We yo ae a setback i yor lie,
wo do yo o to or adice?
hae yo eard abot ew ways o doi tis i
te ast year? how ae yo eard abot tem?
Moe te ost-its arod to sort te qestios
ito a loical ow based o te seqeci o
START SpECIFIC, gO BROAD te pROBE DEEp.
H DC
-
8/22/2019 IDEO Human Centered Design
71/199
60 H DC
hear
Deelo a
Iteriew Aroac
Metod: Sacricial Cocets
METHOD:SACRIFICIAL CONCEpTSSceario-based qestios or Sacricial Cocets ca el
make yotetical or abstract qestios more accessible.
A sacricial cocet is a idea or soltio created to el
derstad te isse rter. It is a cocet tat doest
ae to be easible, iable, or ossible sice its oly rose
is deeer derstadi. A ood sacricial cocet
sarks a coersatio, romts a articiat to be more
secic i teir stories, ad els ceck ad callee yor
assmtios.
TRy
#1
Make a question less astract creating
a Sacrificial Concet:
Istead o aski: how mc wold yo ay to
redce te risk o rcasi ew tecoloy?
Describe two scearios or te articiat to
coose rom: I yo ad a coice betwee two ew
tecoloies tat cold imroe yor arm ott.
Te rst tecoloy costs 1,000 ad comes wit o
aratee. Te secod costs 1,500 ad comes wit
a aratee tat by te secod arest, yor arm
ott will doble or else we will come back, take
te tecoloy away, ad ie yo back yor 1,500.
Wic otio wold yo reer? Discss wy.
TIp
Abstract cocets difclt to aswer or may
eole iclde:
Qestios abot risk, israce, ad aratees
Qestios abot trade-os
Qestios abot retr o iestmet
Qestios abot tre beaior
Facilitator Notes
Ste 1: Based o
yor Desi Callee,
idetiy a abstractqestio yo wold
like to kow te
aswer to. pose te
abstract qestio to
yor arter, ad
ote te resose.
Ste 2: now tr te
abstract qestio ito
a cocrete sceario
wit two otios.
pose yor sceario-
based qestio
to yor arter.
Ste 3: now cae
a ew o te ariables
i yor sceario
ad ose te
qestio aai.
Wat kids o
iormatio did
yo lear rom
te dieret ways
o qestioi?
Time:
30-60 mis.
Difficult:
-
8/22/2019 IDEO Human Centered Design
72/199
RIICIAON
TRy
#2
TRy
#3
TRy
#4
Ask a erso to comare yor cocet to te way tey
crretly do tis. Yo mit also create two cocetstat cotrast wit eac oter or are oosites. peole
ae a easier time reacti to cocets i tey ae
someti to comare it to.
A sacricial cocet mit be a sceario told erbally
or sow i ictres or drawis. It mit be a object
tat te erso ca adle. It mit be a eeriece
tat a articiat ca try.
Look at yor desi callee ad yor bi
qestios. Wat toics do yo wat to elore
deely? Create a sacricial cocet to el yo
romt te rit coersatio.
H DC
-
8/22/2019 IDEO Human Centered Design
73/199
-
8/22/2019 IDEO Human Centered Design
74/199
CASESTUDy
MOCK SHOpSIN RURAL GHANA
For a project on developing consumer goods ranchises in Ghana,the IDEO team set up a Mock Shop in villages in order to understand
how people make purchase decisions. The mock shop eatured
personal-care products rom local and international brands at a range
o price points.
In the shop, the team was able to observe peoples decision-making
processes in action. They saw how long a person stayed, observed
the browsing process, heard common questions, and saw customers
processes or accessing the money needed to make a purchase.
Ater a participant looked through the shop and decided what to buy
(or not to buy anything), the team asked ollow-up questions about
their decision. Why had they chosen to buy an item or not when
looking at a product? What were they considering when looking
at product X or Y? What was the key to deciding it was the right
product? Who were they buying it or? What questions did they have
about amiliar products or brands compared to unamiliar ones?
Having a real shop taught the team how people elt, thought and
acted when making purchase decisions. It also helped the constituents
explain something abstract purchase decisions using a concrete,
recent example shopping at the Mock Shop.
H DC
-
8/22/2019 IDEO Human Centered Design
75/199
64 H DC
hear
Deelo a Iteriew Aroac
Metod: Iteriew Teciqes
METHOD:INTERvIEw TECHNIQUESTro telli stories, ma beis reeal imortat isses
ad oortities i teir daily eerieces. Ote, wat
eole say tey do ad wat tey actally do are ot te
same ti. So it s imortat ot jst to rely o aski straitorward qestios i a iteriew. here are a ew teciqes or
collecti ric stories i a iteriew.
TRy
DISCUSS
Bei wit a simle eamle, like ow someoe ses a
mobile oe. parter ad ask yor arter to bei
wit a ShOW ME o ow tey etered te last cotact
ito teir address book. net moe o to te FIvE WhYS
teciqe wit yor arter. Ask tem to tell yo abot
te last cotact tey etered ito teir address book ad
te e cosectie Wy? qestios.
Comare ad cotrast te tye o iormatio yo
et rom te dieret teciqes. Let tis iorm yor
qestioi teciqes i te eld.
Facilitator Notes
Ste 1: hae te team
ractice by arteri i
ros o two. At least
oe erso (perso A)
i eac team sold
ae a mobile oe
wit tem.
Ste 2: Ask perso A
to simly elai to
teir arter (perso B)
ow tey eter a ew
cotact ito te oe.
Ste 3: hae perso B
se te Sow Me
teciqe wit perso A.
Ste 4: hae perso B
se te Fie Wys
teciqe wit perso A.
Ste 5: Ask te team
to come back toeter
ad ask, Wat kid o
iormatio did yo et
rom si Fie Wys?
Te ask, Wat kid o
iormatio did yo et
rom si Sow Me?
Time:
20-40 mis.
Difficult:
-
8/22/2019 IDEO Human Centered Design
76/199
H DC
hear
Deelo a Iteriew Aroac
Metod: Iteriew Teciqes
SHOw ME
If you are in the interviewees environment, ask him/her to show youthe things they interact with (objects, spaces, tools, etc). Capture
pictures and notes to jog your memory later. Or have them walk you
through the process.
DRAw IT
Ask articiats to isalie teir eeriece tro drawis ad
diarams. Tis ca be a ood way to debk assmtios ad reealow eole coceie o ad order teir actiities.
5 wHyS
Ask Wy? qestios i resose to e cosectie aswers. Tis
orces eole to eamie ad eress te derlyi reasos or
teir beaior ad attitdes.
THINK ALOUD
As tey erorm a rocess or eecte a secic task, ask articiats
to describe alod wat tey are tiki. Tis els coer sers
motiatios, cocers, ercetios, ad reasoi.
-
8/22/2019 IDEO Human Centered Design
77/199
H DC66
hear
Deelo Yor Midset
6
MINDSET:
bEGINNERS MINDBeiers Mid is critical we eteri a amiliar
eiromet witot carryi assmtios wit yo tat
are based o rior eeriece. Tis is ote ery ard to
do sice we iterret te world based o or eeriece
ad wat we tik we kow. Tis les o ersoal eeriece
ca iece wat we ocs o ad ca make s able to
see imortat isses.
DEvELOp yOUR MINDSET
Te eercises listed der tis ste are alable to t yo i te rit
rame o mid or researc. It is ote diiclt, bt ery imortat, or
eerts
ad roessioals to t aside wat tey kow we tey codct researc.
Keei a oe mid takes ractice. Te tree eercises ere ca roide
yo wit tis ractice beore yo o ito te ield:
Beiers Mid
Obsere s. Iterret
wATCH
OUT
Remid yorsel reqetly o te eed to aroac yorDesi Callee wit Beiers Mid, esecially we
yo are i te eld codcti researc.
TRy
here is oe eercise to lear ow to see te world
tro te eyes o a Beier. Look at te oto o
te oosite ae ad aswer te ollowi qestios:
Wat stads ot to yo? Wat is aei?
Wat ersoal eeriece did yo draw o
we yo looked at te ictre?
how cold yo look at te oto as a Beier,
witot maki assmtios abot wat is aei?
Wat qestios wold yo ask i yo kew
oti abot te cotet or actiity o te
eole i te oto?
Facilitator Notes
Ste 1: Ask te
desi team to look
at te oto ad
idetiy wat stads
ot to tem. note
we eole elai
beaiors based o
ersoal assmtios
(i.e. Te ma i te
wite lab coat seems
to be te maaer).
Ste 2: Ask wat ast
eeriece led to tis
elaatio.
Ste 3: use oosite
loic to qestio
te assmtio te
erso as made
(i.e. Woldt tose
weari lab coats
eed to be most
sterile ad tereore
worki closest wit
te maciery, ot
serisi?)
Ste 4: Ask ow teiterretatio wold
cae i a ew iece
o iormatio were
itrodced (i.e. Wat
i I were to tell yo tat
i tis lace wite is
te color tat serats
wear? how wold
yo iew tis scee
dieretly?).
Ste 5: Ask te desi
team wat tey ae
leared rom tis
eercise.
Ste 6: Stress te
imortace o oi
ito researc wit a
Beiers Mid ad
aski qestios tat
yo tik yo mit
already kow te
aswers to, becase
yo may be srrised
by te aswers.
Time:
20-40 mis.
Difficult:
-
8/22/2019 IDEO Human Centered Design
78/199
-
8/22/2019 IDEO Human Centered Design
79/199
68 H DC
hear
Deelo yor Midset
Midset: Obsere s. Iterret
MINDSET:ObSERvE vS. INTERpRETBildi ematy or te eole yo sere meas
derstadi teir beaior ad wat motiates tem.
uderstadi beaior eables s to idetiy ysical,
coitie, social ad/or cltral eeds tat we ca meet
tro te rodcts, serices ad eerieces we create.Tis eercise els s dieretiate betwee obseratio
ad iterretatio o wat we see, reeali or biases ad
leses tro wic we iew te world.
wHAT DO yOU SEE HAppE NING IN THIS IMAGE ?
Describe oly wat yo see, dot iterret yet.
TRy
use te oto o te oosite ae to ractice maki
te distictio betwee obseratios ad iterretatios.
wHAT IS THE REASON FOR THIS bEHAvIOR?
List e dieret ossible iterretatios tat mit elai
tis ersos beaior.
HOw wOULD yOU FIND OUT THE REAL ANSwER?
List e qestios yo cold ask er to determie
wic iterretatio is correct.
6
Facilitator Notes
Ste 1: Ask te team
Wat do yo see
aei i tis
imae? Liste or
resoses tat ae
bilt-i iterretatios
ad remid eole to
describe oly wat
tey see at tis oit.
Ste 2: Ask Wat
mit be te reasoor tis beaior?
ad ae te
team eerate at
least e dieret
iterretatios abot
wy tis mit be
aei.
I eole are stck,
trow ot a idea
like : Tis erso is
dislayi er clotes
to er eibors as
a si o wealt by
ai tem i a
blic sace.
Ste 3: Ask Wat
qestios wold yo
ask to d ot te real
aswer? ad make a
list o te qestios
tat wold el yor
team discoer te
rit iterretatio
or a obseratio.
Time:
20-40 mis.
Difficult:
-
8/22/2019 IDEO Human Centered Design
80/199
-
8/22/2019 IDEO Human Centered Design
81/199
70Introduction
Human Centered Design
H DC
-
8/22/2019 IDEO Human Centered Design
82/199
DCH
Introduction
Human Centered Design
CREATE
-
8/22/2019 IDEO Human Centered Design
83/199
-
8/22/2019 IDEO Human Centered Design
84/199
InCREASIng FARMER InCOME, CAMBODI
-
8/22/2019 IDEO Human Centered Design
85/199
-
8/22/2019 IDEO Human Centered Design
86/199
AppROpRIATE hEARIng AID pROTOCOLS, InDIA
-
8/22/2019 IDEO Human Centered Design
87/199
-
8/22/2019 IDEO Human Centered Design
88/199
WATER STORAgE AnD TRAnSpORTATIOn, InDIA
-
8/22/2019 IDEO Human Centered Design
89/199
-
8/22/2019 IDEO Human Centered Design
90/199
DCH
To moe rom researc to real-world soltios, yo will
o tro a rocess o sytesis ad iterretatio.Tis reqires a mode o arrowi ad clli iormatio
ad traslati isits abot te reality o today ito a set
o oortities or te tre. Tis is te most abstract
art o te rocess, we te cocrete eeds o idiidals
are trasormed ito i-leel isits abot te larer
olatio ad system rameworks tat te team creates.
Wit deed oortities, te team will sit ito a
eeratie midset to braistorm dreds o soltiosad raidly make a ew o tem taible tro
rototyi. Dri tis ase, soltios are created
wit oly te cstomer Desirability lter i mid.
CREATE:GOALS
goals o te Create pase are:
MAKING SENSE OF DATA
IDENTIFyING pATTERNS
DEFINING OppORTUNITIES
CREATING SOLUTIONS
-
8/22/2019 IDEO Human Centered Design
91/199
A ne a to go eond
analsis, a a to create nesolutions ased on the oice
of the customer.
IDE vIETNAM
-
8/22/2019 IDEO Human Centered Design
92/199
DCH
At te ed o te Create ase, te team will aeeerated te ollowi:
OppORTUNITIES
SOLUTIONS
pROTOTypES
CREATE:OUTpUTSusi bot let-brai (loical) tiki ad rit-brai (creatie)
tiki, tis ase will traslate yor researc ito a set o
strateic directios ad taible soltios.
-
8/22/2019 IDEO Human Centered Design
93/199
There are our key activities in theCreate phase: synthesis, brainstorming,
prototyping, and eedback.
-
8/22/2019 IDEO Human Centered Design
94/199
DCH
CREATE:THEORySytesis is te act o maki
sese o wat wee see ad
eard dri te obseratios.
Snthesis takes usfrom insiration to ideas,from stories to strategicdirections.
By areati, editi ad
codesi wat wee leared,
sytesis eables s to establis
a ew ersectie ad idetiy
oortities or ioatio.
Braistormi wit rles like
Deer Jdmet ad Bild o
te Ideas o Oters is a roe
metod or comi wit
eected ioatios.
brainstorming makes usthink exansiel and
ithout constraints.Te ractice o eerati trly
imractical soltios ote sarks
ideas tat are releat ad reasoable.
It may reqire eerati 100 ideas
(may o wic are mediocre)
i order to come wit tree trly
isiratioal soltios.
prototyi is a metodoloy
or maki soltios taible i
a raid ad low-iestmet way.
Its a roe teciqe or qickly
leari ow to desi a oeri
rit ad or accelerati te rocess
o rolli ot soltios to te world.
prototing is aoutuilding to think,
acknoledging that therocess of making ideasreal and tangile hels usto refine and iterate theideas er quickl.
Creati may dieret rototyes
tat ilit dieret asects o yor
rodct or serice ot oly eables
eole to ie oest eedback, bt
also reets te team rom etti
attaced to a idea rematrely.
Feedback is critical to te desirocess. It bris te costitets
directly back ito te desi rocess.
Feedack insires furtheriterations to makesolutions more comellingfor constituents.
-
8/22/2019 IDEO Human Centered Design
95/199
84 H DCCreate
Deelo te Aroac
Creatio is abot deeloi deeer derstadi ad traslati tat
derstadi ito ew ioatios. Tere are may ways to do tis,
bt te two most commo are articiatory aroaces ad ematicaroaces. use oe or bot o tese aroaces, deelo yor ow, or
draw o dieret teciqes we aroriate.
DEvELOp THE AppROACH
METHOD:pARTICIpATORy CO-DESIGNhai te team co-desi soltios wit eole rom te
commity ad local ale cai actors ca be a reat way
to leerae local kowlede. It ca also lead to ioatios
tat may be better adated to te cotet ad be more likely
to be adoted, sice local eole ae iested resorces i
teir creatio.
Cosider si articiatory co-desi we:
yo eed a lot o local eertise ad kowlede
soltios rom te otside will ot be easily adoted
te olitics o a commity reqire it
TRy
#1
Facilitate a co-desi workso. Bri 8-20 eole
rom te commity toeter to desi soltios to
a callee. Itrodce te callee by telli a ewstories o roblems tat led to te desi callee.
Te eeralie tose stories to how Mit We?
statemets. Ask eole to add teir ow stories
or how Mit We? qestios. Braistorm soltios
wit te articiats ad make sre yo ae te
aroriate materials o ad to rototye.
Facilitator Notes
Ste 1. Idetiy
costitets wo
wold be ood desi
team members. Te
criteria will ary
rom lace to lace
ad rom calleeto callee. For
eamle, do yo
eed eole wo are
sccessl, resected,
ad/or olitically
owerl? Or wold it
be more alable to
ae eole wo are
tyical commity
members? Or eras
a mi o te two.
Ste 2. Scedle a
co-desi sessio or
series o sessios tat
works or eeryoe,
ad elai te
rocess ad oals o
te sessio i adace.
Ste 3. Codct
co-desi sessios
wit attetios to
te eeds, oals,
ad riorities o
te commity.
Time:
Days-Weeks.
Difficult:
-
8/22/2019 IDEO Human Centered Design
96/199
OpppRAH
TRy
#2
TRy
#3
Co-desi oer a loer eriod o time tro a
i-cotet immersio. By lii wit a amily oer a
ew days or weeks, yo will ae te oortity to
ask eole to iormally idetiy roblems ad work
toeter wit tem i teir ome, arm, or commity.
Tis aroac is also ery ood or sotti ew
roblems ad deeloi soltios to tose roblems
i te momet tey ae.
Fid local eerts ad best ractices. Ask dieret
commity members abot te eole wo are
cosidered to be sccessl. Scedle time wit
tese eole ad leerae teir kowlede to
deelo soltios toeter wit tem.
GENDER
Make sre to iclde wome i te desi team ad
emale commity members i te co-desi. I lii
wit a amily, sed time eqally wit te sbad, wie,
eteded amily, ad ee te cildre. We osti
a co-desi sessio, tik abot weter to ae
mied-eder ros, or to ae searate ros o
me ad wome. We looki or local eerts ad
best ractices, ask wo is cosidered a eert o bot
me ad wome, as well as less owerl ros.
DCH
-
8/22/2019 IDEO Human Centered Design
97/199
-
8/22/2019 IDEO Human Centered Design
98/199
ENGAGING LOCAL ARTISANSAS CO-DESIGNERSAn NGO and designer Kara Pecknold partnered with local weavers
to help them market their woven products more widely and increase
their economic power. Because the local artisans are the experts, this
designer engaged these weavers as co-designers. The designer asked
the weavers to draw a picture o what makes their weaving process or
products unique as a way to understand how to dierentiate their work.
Some drawings eatured the plant that provides these weavers with
their raw materials. They use the leaves rom an invasive plant that is
harming the environment o the Great Lakes Region o Arica. These
weavers are turning an environmental problem into an economicopportunity. Based on these drawings and discussions, they identied
the material they used as a key dierentiator, and designed a logo or
the weavers based on drawings o the plant.
Asking people to participate in the design process is helpul as a way
to leverage local expertise. But it also can empower constituents to
participate in their own destiny and helps balance the sometimes
uneven power dynamic between the participant and the NGO team.
In addition, engaging with participants in a visual way helped diminish
problems created by language barriers.
CASESTUDy
COvAGA LOGO DESIGN pROCESS
C DH
-
8/22/2019 IDEO Human Centered Design
99/199
88 H DC
-
8/22/2019 IDEO Human Centered Design
100/199
DCH
Create
Deelo te Aroac
Metod: Ematetic Desi
METHOD:EMpATHIC DESIGNCreati soltios tro ematy is a way or te desi
team to bled teir eertise wit te o-te-rod eeds
o eole. Ematy meas dee derstadi o te
roblems ad realities o te eole yo are desii or. It
is imortat to do researc across may dieret ros o
eole ad to walk i teir soes beore te Create ase
i emloyi ematic desi metods. By derstadi
eole deely, ematic desi ca lead to bot aroriate
ad more breaktro soltios. Bt tis metod callees
te desi team to ot jst derstad te roblem metally,
bt also to start creati soltios rom a coectio to dee
tots ad eelis.
Cosider si ematic desi we:
te desi team as secic skills reqired to
deelo soltios
te soltios yo are seeki are ew to te world
commity olitics make it difclt to select
a ew idiidals to work wit
TRy
We ossible, recrit members o te commity
wit te skills eeded to be members o te desi team.
GENDER
Iclde me ad wome i te desi team to
esre a balace o ersecties.
wATCH
OUT
Ematic desi is ot a metod i wic recoceied
ideas ad assmtios are sbstitted or roded
researc ad coectio wit ed sers. Alto
soltios are eerated by te desi team, te oal is
to always ae te eole yo are desii or i mid.
Facilitator Notes
Ste 1. Ecorae te
team to coect at
bot te ratioal ad
emotioal leels wit
costitets.
Ste 2. I team
members start to
jde or eoticie
te beaiors
or decisios o
costitets, remid
tem tat teir task
is to derstad
ad ematie
wit eole, ot
to jde tem.
Ste 3. Make sre
te team as soke
wit eo eolei te hear ase to
deelo ematy. I
te desi team still
doest derstad
ad eel te reasos
or te beaior
o costitets,
o back to te eld
ad codct
more researc.
Time:
Days-Weeks
Difficult:
-
8/22/2019 IDEO Human Centered Design
101/199
-
8/22/2019 IDEO Human Centered Design
102/199
C DH
CASESTUDy
bRINGING EyECARE TOCHILDREN IN INDIAN vILLAGESVisionSpring embarked on a project to shit its oer rom selling reading
glasses to adults in the developing world to providing comprehensive eye
care to children.
In an initial brainstorm with the VisionSpring team ater conducting eld
research, ideas centered around the notion that kids liked experiences
designed or kids. The VisionSpring team met with experts, including
pediatric eye doctors, and saw that the norm was to decorate spaces
with stued animals and toys as a way to make kids eel comortable.
During the prototyping process, the design team developed a number
o prototypes or the eye screening process or kids. They went to the
eld armed with a number o prototypes to try and iterate on. Using
the traditional eye chart, the Vision Entrepreneur and then the teacheradministered the eye test. This was very intimidating to the kids
and several burst into tears. To make it more approachable and less
intimidating, the team also tried using a sillier eye-chart that had toys
and animals on it. But it became too much like play, and chaos ensued.
The team took a step back and thought about what would be serious
enough to keep the diagnostic session rom becoming a raucous play
session, but not so serious as to inspire tears.
Sitting in the schoolyard, the team refected back on their own
experiences as kids, recalled playing house and doctor, where they
would dress up with their riends and simulate adult behavior. Inspired
by this role reversal/role play, the team thought: why not put the child
in the position o authority? The team tried a protocol where the child
would screen the eyes o the teacher, and then where they would
screen each other. They had un emulating adult behavior, and werent
intimidated by their peers.
Empathic design means thinking rom the perspective o your users,
and doing everything you can to eel and understand what they are
experiencing. The team got in touch with what is un and what is scary
to kids in order to create an eye care experience that works or kids.
-
8/22/2019 IDEO Human Centered Design
103/199
92 H DCCreate
Sare Stories
SHARE STORIES
TIp
#1
Its best to sare stories soo ater researc so tat
details are ot lost. Oe team member sold tell te
story o te erso(s) tey met, wile te rest o te team
takes otes o ost-its. notes sold be small ieces o
iormatio (o loer ta a setece) tat will be easy
to remember later. As a ro yo sold be tiki,
Wat does tis ew iormatio mea or te roject?
Some tis o storytelli are below.
be Secific
Talk abot wat actally aeed. It els to bei stories
wit Oe time or Ater sc ad sc aeed
be Descritie
use yor ysical seses to ie tetre to yor
descritio.
Follo Reorting Rules
Coer te ollowi toics: wo, wat, we,
were, wy, ad ow.
wATCH
OUT
Tr to aoid:
geeralii
prescribi (tey sold, wold, cold)
hyotesii
Jdi
Ealati or Assmi
Telli stories is abot trasormi te stories we eard dri researc
ito data ad iormatio tat we ca se to isire oortities, ideas ad
soltios. Stories are ramed arod real eole ad teir lies, ot smmaries
o iormatio.
Stories are sel becase tey are accots o secic eets, ot eeral
statemets. Tey roide s wit cocrete details tat el s imaie
soltios to articlar roblems.
Facilitator Notes
Ste 1. gater te
desi team toeter
i a room wit
lety o wall sace.
Otimally, te team
sold be sitti i
a circle.
Ste 2. Distribte ost-
it otes ad markers.
hae a i cart or
lare seets o aer
earby, as well as
tae to attac tese
seets to te wall.
Ste 3. Tell te
team to catre teir
otes, obseratios,
ad tots o te
ost-its as tey seak.
Eeryti tat is said
dri story sari
sold be catred
i a ote: lie istory,oseold details,
icome, asiratios,
barriers, qotes,
obseratios, etc.
Ste 4. Ask eac team
member to sare te
story o te erso(s)
tey met. go tro
te stories oe by oe.
Ste 5. Af all te
ost-it otes to te i
cart or lare ieces
o aer o te wall.
use oe lare seet
er story. We te
story is ised, a
it o te wall ad moe
o to te et story.
At te ed o Story
Sari, yo will
ae may seets
lied o te wall
wit dreds o
ost-it otes.
Time:
4 hors-Days
Difficult:
-
8/22/2019 IDEO Human Centered Design
104/199
TIp
#2
Story sari trs te iormatio tat lies i a team
members ead ito sared kowlede tat ca be
traslated ito oortities ad soltios.
Some teciqes or eectie sari iclde:
gater yor otes, otos, ad artiacts rior to
story sari. I ossible, rit te otos ad
dislay tem o te wall to reer to.
Tell stories erso by erso, oe at a time.
gro meetis ca be told as te story o a
articlar commity.
Slit iormatio ito small ieces to make
it memorable. Make eac iece o loer ta
tis setece.
use iid details ad descritios. Tis is ot
te time to eeralie.
DCH
-
8/22/2019 IDEO Human Centered Design
105/199
94 H DCCreate
Idetiy patters
Maki sese o yor researc is accomlised by seei te atters,
temes, ad larer relatiosis betwee te iormatio. Tis rocess
ca be messy ad diiclt at times, bt ltimately ery rewardi. Seei
te atters ad coectios betwee te data will lead yo qickly toward
real-world soltios. Tere are seeral stes listed ere to take yo tro
te rocess or yo se selectiely based o te sbject matter.
Etract Key Isits
Fid Temes
Create Frameworks
IDENTIFy pATTERNS
METHOD:EXTRACT KEy INSIGHTSucoeri isits is abot brii isibility ad clarity
to reiosly idde meai.
wHAT IS AN INSIGHT?
Isits are reelatios te eected
tis tat make yo sit ad ay attetio.
Isits etraolate idiidal stories ito
oerarci trts.
Isits allow s to see or desi callee
i a ew lit.
For examle, a comination of an oseration and quote
from an interie ielded the folloing samle insight:
Obseratio: Farmers rely o armi iormatiorom teir rieds ad eibors, to tey kow
tis kowlede is limited.
Qote: I te priatied Etesio Aet lied otside
my area, I wold wat to isit is arm so I cold see
is rodctio.
Isit: Trst-bildi ad kowlede sari aes
tro seei is beliei.
Facilitator Notes
Ste 1. Ask te team
to o to te wall wit
all te stories ad
coose 5 key ost-
its (stories, qotes,
obseratios) tat
are most srrisi,
iteresti, or
roocatie.
Ste 2. gro tese
ito related tots.
Ste 3. Write a
sccict Isit
statemet o a
ew ost-it or
eac roi tat
smmaries te
bi takeaway.
Ste 4. post tese
Isit ost-its
were all ca see.
Time:
45-60 mis.
Difficult:
-
8/22/2019 IDEO Human Centered Design
106/199
IFyATTNS
TIp
#1
TIp
#2
TIp
#3
Select ke information
Look across te iormatio i te stories. Edit ot te
details tat are ot imortat tis is te time to let
o o some o te detail. Coose te iormatio tat
yo d srrisi, iteresti, or wort rsi.
Aggregate ig thoughts
Are some o te tots liked? I so, areate
tem. Take seeral related ieces o iormatio ad
re-write tem as oe bi Isit.
work at the same leel
Ceck tat te isits sit at te same leel
tat tey are all bi tots. I yo d yo ae
some lower leel isits, cosider weter tey
mit be reramed at a ier leel. I tey eed to
be droed a leel, tey may be best talked abot as
cstomer eeds tat iorm ad sort te Isit.
DCH
-
8/22/2019 IDEO Human Centered Design
107/199
-
8/22/2019 IDEO Human Centered Design
108/199
DCHC DH
CASESTUDy
FINDING INSIGHTS FOR EFFECTIvEMARKETING TO FARMERSIn Ethiopia, the IDE team looked over the inormation rom the
Story Sharing exercise and extracted over 20 key insights.
About hal o these came directly rom the post-its that were
written in Story Sharing, and the other hal were written based
on the inormation the team heard during Story Sharing.
Some o the insights the team identied were:
School is a key channel or distributing inormation
There is a strong need or an alternative to borrowing oxen
Buying on credit is the deault
Mass media sells water pumps
-
8/22/2019 IDEO Human Centered Design
109/199
98 H DCCreate
Idetity patters
Metod: Fid Temes
METHOD:
FIND THEMESFidi temes is abot elori te commoalities,
diereces, ad relatiosis betwee te iormatio.
Some ways to do tis iclde:
Look for categories and uckets
Sort yor dis ito cateories or bckets. Wic ideas
are related? Clster toeter te dis tat belo
toeter ito temes.
Consider the relationshi eteen categories
Look or atters ad tesios i te way yor temes relate
to eac oter. Are tey o te same leel? Or are tey talkiabot dieret kids o tis?
Grou and re-grou
Slice ad dice te data i dieret ways to d meai.
Try moi te ost-its arod to orm ew ros.
Get inut from the team
Elai te early bckets ad temes to a broader ro.
Lear rom teir it ad try alteratie rois.
TRy
Tr the p.O.I.N.T. technique
Traslate te problems ad needs idetied i storytelliito Isits (see reios Metod) ad Temes.
p = problems
O = Obstacles
I = Isits
n = needs
T = Temes
Facilitator Notes
Ste 1. hae te team
o to te wall or board
were tey ae
laced teir key story
ad isit ost-its
ad select te 5 most
iteresti qotes,
obseratios
ad/or isits.
Ste 2. O a ew
board, sort teseito temes.
Ste 3. Ceck to make
sre te temes are
at te same leel. I a
teme is too secic,
romt te team to
d te bier idea.
I a teme is too broad
or as too may
dieret ideas der
it, ask tem to break
it dow ito seeral
bckets.
Ste 4. We isedsorti, ie eac
teme a title o a
ew ost-it. Make
sre tere is eo
sace betwee or
below te dieret
teme cateories
to acilitate te et
ste o oortity
ideticatio.
Time:
30-60 mis.
Difficult:
-
8/22/2019 IDEO Human Centered Design
110/199
TIp
Creati temes ca be a eai ad rewardi
eeriece, as yo start to ro ad trasorm te
data beore yor eyes. Some ood teciqes or
doi tis are:
Work toeter as a team to decide ow to create
bckets ad temes.
Arrae ad re-arrae te ost-its o te wall
til te team is satised wit te rois.
I tere is a teme tat cotais almost all te ost-
its, break it ot ito seeral smaller temes. Try to
see ot oly te coectios, bt also te releat
diereces betwee te iormatio.
DCH
-
8/2