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tokyo-tech-dtf-2019-introduction

 tokyo-tech-dtf-2019-introduction

Masanori Kado

April 06, 2019
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  1. INTRO
    DESIGN THINKING
    FUNDAMENTALS
    2019 - module 1

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  2. Part 1 - LECTURE
    Introduction to Design Thinking

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  3. WHAT IS DESIGN THINKING?
    3
    Source: https://designthinking.ideo.com/
    “Design thinking is a human-centered approach to
    innovation that draws from the designer’s toolkit to
    integrate the needs of people, the possibilities of
    technology, and the requirements for business success.”
    —TIM BROWN, CEO OF IDEO

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  4. START WITH USER NEEDS
    4
    Desirable
    [needs of people]
    Feasible
    [technology]
    Viable
    [business success]
    Source: IDEO’s Human Centered Design Toolkit
    Start here

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  5. ASK USERS FOR THEIR NEEDS !?
    5
    “If I had asked people what they wanted, they would have
    said faster horses.”
    —Henry Ford
    A lot of people cite the preceding quote and declare it
    hopeless to talk to customers. But hidden in this quote is
    [snip] asking for something faster than their existing
    alternative, which happened to be horses.
    Source: Ash Maurya “Running Lean” O’Reilly Media
    cf. Henry Ford, Innovation, and That “Faster Horse” Quote
    https://hbr.org/2011/08/henry-ford-never-said-the-fast

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  6. FIND THE REAL PROBLEMS
    6
    “Engineers and businesspeople are trained to
    solve problems. Designers are trained to discover
    the real problems. ”
    —DON NORMAN
    Source: Don Norman “The Design of Everyday Things”

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  7. Case Study 1: Airbnb
    7
    Source: TED: How Airbnb designs for trust

    https://www.ted.com/talks/joe_gebbia_how_airbnb_designs_for_trust

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  8. Case Study 1: Airbnb
    • The team interviewed customers and took a closer look at their listings.
    • They realized that their listings all had a common problem: the photos
    were unappealing or nonexistent.
    • Run a quick experiment where they flew themselves to the homes of
    various Airbnb hosts to take more professional-looking, high-resolution
    photos.
    • After posting the improved photos, the team saw that their weekly
    revenue immediately doubled.
    8
    Source: What Is Design Thinking? by Jennifer Mailhot; Julie Stanford; Mia Silverman; Ellen Siminoff
    Published by O'Reilly Media, Inc., 2017

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  9. Case Study 1: Airbnb
    9
    Source: ”Photography UX to Increase Sales" - Airbnb - Joe Zadeh [COMMERCISM 2014]
    https://www.youtube.com/watch?v=i8Hif7GOgWQ

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  10. Case Study 2: IDEO
    10
    Source: TED: Design is in the details
    https://www.ted.com/talks/paul_bennett_finds_design_in_the_details

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  11. Case Study 2: IDEO
    11
    Source: TED: Design is in the details
    https://www.ted.com/talks/paul_bennett_finds_design_in_the_details

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  12. Case Study 3: GE Adventure MRI
    12
    Source: Transforming healthcare for children and their families:
    Doug Dietz at TEDxSanJoseCA 2012

    https://www.youtube.com/watch?v=jajduxPD6H4

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  13. Case Study 3: GE Adventure MRI
    13
    Source: http://www3.gehealthcare.com/en/products/categories/accessories_and_supplies/adventure_series_for_mr

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  14. Case Study 3: GE Adventure MRI
    14
    “DO YOU REALLY NEED 

    DESIGN THINKING TO ACTUALLY DO THAT?

    ISN’T THAT A LITTLE BIT OBVIOUS?”

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  15. CREATIVE “PROCESS” MATTERS
    15
    “the creative process itself is unique and also is a
    universal process that applies to all kinds of
    creative activity [snip] If you are being creative, if
    you are looking at and solving problems in a
    creative fashion, you are using a similar process in
    all cases. ”
    —JOHN E. ARNOLD
    Source: Arnold, J. E. (1956). Problem solving—A creative approach
    (National Defense University, Publication No. L57-20).
    Washington, DC: Industrial College of the Armed Forces.
    https://en.wikipedia.org/wiki/John_E._Arnold

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  16. VARIOUS CREATIVE PROCESSES
    16
    https://www.ideou.com/pages/design-thinking
    https://u-site.jp/lecture/iso-9241-210-criticism-3
    MITx: 11.155x
    Stanford d.school
    UK Design Council - Double Diamond
    Google GV - Design Sprint

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  17. COMMON POINTS
    • Problem Space & Solution Space
    • Find a problem worth solving
    • Then find a innovative solution
    • Diverge Phase & Converge Phase
    • Welcome opportunities & Make decisions
    • Iterative and Incremental (Not Linear) Cycle
    • In short: Design by “Trial and Error”
    • Best applied in situations in which the problem, or opportunity, is not
    well defined (a.k.a. “Wicked Problem”).
    17

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  18. Modern Product Development
    18
    Source: https://www.mindtheproduct.com/2017/09/understanding-design-thinking-lean-agile-work-together/
    https://medium.com/waicrew/-76b59988447f

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  19. A BRIEF HISTORY OF DESIGN THINKING
    19
    Source: https://ithinkidesign.wordpress.com/2012/01/18/a-brief-history-of-design-thinking-the-theory-p1/
    https://medium.com/titech-eng-and-design/-e8ef02195fbe

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  20. A BRIEF HISTORY OF DESIGN THINKING
    20

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  21. DESIGN PROCESS (EDP ver.)
    21
    https://titech-edp.github.io/toolkit

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  22. DESIGN PROCESS (EDP ver.)
    22
    https://titech-edp.github.io/toolkit
    START GOAL

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  23. [Start] Research (Collect → Share → Model)
    23
    Observation
    Interview
    References:

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  24. DESIGN PROCESS (EDP ver.)
    24
    https://titech-edp.github.io/toolkit
    Problem
    Space
    Solution
    Space

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  25. [Problem Space] Research → Needs → POV・HMWQ
    25
    Interview
    Observation
    Research Needs POV・HMWQ

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  26. [Solution Space] Ideas → Product + Story
    26
    Generate Ideas Product
    Story (User Experience)

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  27. DESIGN PROCESS (EDP ver.)
    27
    https://titech-edp.github.io/toolkit
    Problem
    Space
    Solution
    Space
    Groan
    Zone

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  28. CROSSING THE “GROAN ZONE”
    28
    Problem Space Solution Space
    GROAN ZONE

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  29. CROSSING THE “GROAN ZONE”
    29
    Problem Space Solution Space
    GROAN ZONE

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  30. DESIGN PROCESS (EDP ver.)
    30
    https://titech-edp.github.io/toolkit
    Secondary
    Research
    (Survey)

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  31. DESIGN PROCESS (EDP ver.)
    31
    https://titech-edp.github.io/toolkit
    Show
    & Tell

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  32. CREATIVE MINDSET
    • Mastering the process is not a goal, following and
    practicing process shall impact your mindset in favor of
    creativity is more important.
    • Four “HART” principles by Christoph Meinel and Larry Leifer
    • 1. Human rule. — All design is social in nature.
    • 2. Ambiguity rule. — Preserve ambiguity.
    • 3. Redesign rule. — All design is redesign.
    • 4. Tangibility rule. — Make ideas tangible to facilitate communication.
    32

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  33. Part 2 - ACTIVITY

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  34. DESIGN THINKING IN TODAY’S WORLD
    • 1. What are innovative products/services that you
    use on a daily?
    • 2. What do you think about the design process
    how it's made?
    • 3. If you were asked to design that, what do you
    think is the most important factor to apply?
    35
    5 min individually + 10 min as team

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  35. Part 3 - DEBRIEF

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  36. DEBRIEF
    • What are some questions you have around the
    Design Thinking process and mindset?
    38

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  37. Part 4 - DESIGN CHALLENGE

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  38. DESIGN PROMPT
    Design a new user experience
    through prototyping
    a new home electrical appliance.
    40

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  39. TEAM BUILDING
    • Make a 4-6 people team and introduce yourself.
    • Decide your team name.
    • Create a team's channel on Slack. (#team-XXX)
    • Create a team member list with team's name.
    • Post a photo of the list to the today’s realtime channel.
    • Go for lunch as a team. (Lunch Break: 12:15 - 13:20)
    41

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  40. Lunch Break
    12:15 - 13:20

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