tokyo-tech-dtf-2019-define-pov

1. INTRO DESIGN THINKING FUNDAMENTALS 2019 - module 3
2. https://peatix.com/event/640918/view 2 2019/06/05 (⽔) 16:00 - 17:30 JST 会場：東京⼯業⼤学 ⼤岡⼭キャンパス ⽯川台地区 ⽯川台3号館3階304号室
3. RE-GUIDANCE • Syllabus: https://titech-edp.github.io • Today's Slack Channel: #realtime-20190420 • It's WELCOME to externally publish (ex. Twitter, Blog, Instagram ) #titech-edp • Homework Submission: #homework-20190406 • Be mode descriptive • Encourage to discuss with Slack and see around other teams' channels • Answering to previous reflections 3
4. ICEBREAK
6. DESIGN PROCESS (EDP ver.) 6 https://titech-edp.github.io/toolkit
7. DESIGN PROCESS (EDP ver.) 7 https://titech-edp.github.io/toolkit ① ② ③
8. PART 1 - LECTURE ① Define POV and Find Opportunities
9. ① Research → Needs → POV 9 Interview Observation Share Research Needs POV Model
10. 1. Share Research Data
11. "Thick Description" by Clifford Geertz 11 Thick description about the interview is important but it’s costly.
12. SHARE Research Data Efficiently • Share visuals. • If you took pictures, share them with the rest of the group and talk about why it was interesting. • Use your intuition. • If you could only share 5 thoughts/ideas, what would they be? • Ask questions. • To build shared understanding, everyone else should ask questions about the interview. 12
13. 2. Model the Data
14. IDENTIFY THEMES & PATTERNS 14 43 episodes / 16 hours Too many data overwhelm and confuse us
15. IDENTIFY THEMES & PATTERNS 15 43 episodes / 16 hours 3 movies / 7 hours Too many data overwhelm and confuse us
16. MODEL the Data • a. Focus Verbs, not Nouns • Extract verbs/jobs/actions/events/ experiences from the data • Model it with "Journey Map”. • b. Empathize the user’s perspective • Deep understand feelings of the user • Model it with “Empathy Map” • c. Look for relationships of the data • Find similar/same(-/=) , cause&effect (→) , opposite(>-<) • Model it with “KJ method” (especially affinity diagram) • d. Pay attention to Mood • Visually present the theme of the data using photos you’ve taken. • Model it with “Inspiration Board” 16
17. a. Journey Map 17 Source: Mapping Experiences by James Kalbach Published by O'Reilly Media, Inc., 2016
18. Mapping Time Series Activity with Journey Map 18 Verbs / Jobs / Events / Experiences [WHAT] During After Before Feeling / Thinking / Hear / See / Say [WHY] Tools / Stakeholder / Environment [HOW]
19. EDP Toolkit 19 https://titech-edp.github.io/toolkit It would be better to draw vertically, due to the whiteboard size in Design Factory
20. b. Empathy Map 20 Source: https://medium.com/the-xplane-collection/updated-empathy-map-canvas-46df22df3c8a
21. c. Affinity Diagram 21 1. (concrete) Yellow → Blue → Pink → Green (abstract) 2. similar/same(-/=) , cause&effect (→) , opposite(>-<) Source: Contextual Design, 2nd Edition by Hugh Beyer; Karen Holtzblatt Published by Morgan Kaufmann, 2016
22. c. Guideline of Affinity Diagram • Affinity diagram requires a sense of editing. (Unfortunately, not everyone has that sense ) • Just like deciding folder name on your computer. • If you have, find unexpected relationships with bottom-up approach and build assumption. • If you don't have, just IGNORE this model ;-) • Choose representative (impressive) data and use it as a label of the cluster. 22
23. d. Inspiration Board（a.k.a. Moodboard) 23 Source: Communicating the UX Vision by Martina Schell; James O'Brien
24. 3. State your “ZAWA-ZAWA” as User Needs
25. What is ZAWA-ZAWA ? • SFX for liveliness, noise, crowd. • ref. http://thejadednetwork.com/sfx/browse/zawa_zawa/ • In this class, it's the workings of the human mind, rather than SFX. • It's a famous phrase in "KAIJI" (Manga) • ref. https://en.wikipedia.org/wiki/Kaiji_(manga) • The gap between research data and your mind. • interesting, surprising, strange, weird, etc 25
26. Your ZAWA-ZAWA and the Target User 26 Usual Perspective Unique Perspective Unique User Usual User
27. Your ZAWA-ZAWA and the Target User 27 Usual Perspective Unique Perspective Unique User Usual User
28. Your ZAWA-ZAWA and the Target User 28 Usual Perspective Unique Perspective Unique User Usual User Early Adopter eXtreme User
29. Your ZAWA-ZAWA and the Target User 29 Usual Perspective Unique Perspective Unique User Usual User Creative Mindset Disruptive Mindset
30. Your ZAWA-ZAWA and the Target User 30 Usual Perspective Unique Perspective Unique User Usual User
31. State your ZAWA-ZAWA as user needs 31 (user role) needs a way to because (verb, jobs, activity) (superficial motivation: Functional/Emotional/Social) (his/her situation) Situation and Context matters
32. State your ZAWA-ZAWA as user needs 32 (user role) needs a way to because (verb, jobs, activity) (superficial motivation: Functional/Emotional/Social) (his/her situation) Focus on user’s VERB
33. State your ZAWA-ZAWA as user needs 33 (user role) needs a way to because (verb, jobs, activity) (superficial motivation: Functional/Emotional/Social) (his/her situation) State Tatemae (trivial reason) at first, which is the source of your ZAWA-ZAWA (feeling strange)
34. State your ZAWA-ZAWA as user needs 34 (user role) needs a way to because (verb, jobs, activity) (superficial motivation: Functional/Emotional/Social) (his/her situation) Verbs / Jobs / Events / Experiences [WHAT] Feeling / Thinking / Hear / See / Say [WHY] Tools / Stakeholder / Environment [HOW] It’s easy way to extract from Journey Map.
35. 4. Define Your own POV, so that Infer Potential Needs
36. Verbalize you ZAWA-ZAWA as “POV” 36 Define your POV (a.k.a. Insight) on one or more needs It's better to create two or three POVs. There are totally at least 10 needs, and focus one or more needs.
37. Part 2 - DEBRIEF
38. DEBRIEF • What are some questions you have about POV creation? 38
39. Part 3 - DESIGN CHALLENGE
40. Design Challenge • 1. Share Research Data • Share visuals and Ask questions!! • 2. Model the Data • Journey / Empathy / Affinity / Inspiration • 3. State your “ZAWA-ZAWA” as User Needs (at least 10) • 4. Define Your own POVs (2 or 3 per focused needs) ,
 so that Infer Potential Needs • 5. Presentation • What are the Needs and POVs your team came up with? • How did you arrive that? • What is the hardest thing about “Define POV”? 40 〜13:20：Lunch 13:20〜：Presentation