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tokyo-tech-dtf-2019-define-pov

 tokyo-tech-dtf-2019-define-pov

Masanori Kado

April 16, 2019
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  1. INTRO
    DESIGN THINKING
    FUNDAMENTALS
    2019 - module 3

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  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

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  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

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  4. DESIGN PROCESS (EDP ver.)
    6
    https://titech-edp.github.io/toolkit

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  5. DESIGN PROCESS (EDP ver.)
    7
    https://titech-edp.github.io/toolkit
    ① ②

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  6. PART 1 - LECTURE
    ① Define POV and Find Opportunities

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  7. ① Research → Needs → POV
    9
    Interview
    Observation
    Share
    Research Needs POV
    Model

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  8. 1. Share Research Data

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  9. "Thick Description" by Clifford Geertz
    11
    Thick description about the interview is important but it’s costly.

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  10. 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

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  11. 2. Model the Data

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  12. IDENTIFY THEMES & PATTERNS
    14
    43 episodes / 16 hours
    Too many data overwhelm and confuse us

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  13. IDENTIFY THEMES & PATTERNS
    15
    43 episodes / 16 hours 3 movies / 7 hours
    Too many data overwhelm and confuse us

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  14. 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

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  15. a. Journey Map
    17
    Source: Mapping Experiences by James Kalbach Published by O'Reilly Media, Inc., 2016

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  16. 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]

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  17. EDP Toolkit
    19
    https://titech-edp.github.io/toolkit
    It would be better to draw vertically,
    due to the whiteboard size in Design Factory

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  18. b. Empathy Map
    20
    Source: https://medium.com/the-xplane-collection/updated-empathy-map-canvas-46df22df3c8a

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  19. 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

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  20. 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

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  21. d. Inspiration Board(a.k.a. Moodboard)
    23
    Source: Communicating the UX Vision by Martina Schell; James O'Brien

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  22. 3. State your
    “ZAWA-ZAWA”
    as User Needs

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  23. 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

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  24. Your ZAWA-ZAWA and the Target User
    26
    Usual Perspective
    Unique Perspective
    Unique User
    Usual User

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  25. Your ZAWA-ZAWA and the Target User
    27
    Usual Perspective
    Unique Perspective
    Unique User
    Usual User

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  26. Your ZAWA-ZAWA and the Target User
    28
    Usual Perspective
    Unique Perspective
    Unique User
    Usual User
    Early Adopter
    eXtreme User

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  27. Your ZAWA-ZAWA and the Target User
    29
    Usual Perspective
    Unique Perspective
    Unique User
    Usual User
    Creative Mindset
    Disruptive Mindset

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  28. Your ZAWA-ZAWA and the Target User
    30
    Usual Perspective
    Unique Perspective
    Unique User
    Usual User

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  29. 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

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  30. 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

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  31. 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)

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  32. 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.

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  33. 4. Define Your own POV,
    so that Infer
    Potential Needs

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  34. 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.

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  35. Part 2 - DEBRIEF

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  36. DEBRIEF
    • What are some questions you have about POV
    creation?
    38

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  37. Part 3 - DESIGN CHALLENGE

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  38. 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

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