Session 3 1 design inquiry

© copyright, youngjin yoocenter for design + innovation

cD+i

design inquiry

Center for DesigncD+iTransforming ideas into actions

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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


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

Session 3 1 design inquiry

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Transcript of Session 3 1 design inquiry