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tokyo-tech-dtf-2019-storytelling

 tokyo-tech-dtf-2019-storytelling

Masanori Kado

May 07, 2019
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  1. INTRO
    DESIGN THINKING
    FUNDAMENTALS
    2019 - module 6

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  2. RE-GUIDANCE
    • Syllabus: https://titech-edp.github.io
    • Today's Slack Channel: #realtime-20190511
    • It's WELCOME to externally publish (ex. Twitter, Blog, Instagram )
    #titech-edp
    • Homework Submission: #homework-20190420
    • Encourage to discuss with Slack and see around other
    teams' channels !!
    2

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  3. ICEBREAK 1/3
    • Make a group of 4 or 5.
    • Search images by "mysterious object" etc. and pick
    one object as a group.
    • Individually draw the object (and write your name)
    and share it with the group.
    • Take a photo of all of the sketches and upload it to
    the slack#realtime-yyyymmdd.
    4

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  4. ICEBREAK 2/3
    • Create as many stories as you can with STORY SPINE about the obj.
    • Each person writes a step by turns.
    • STORY SPINE (by Kenn Adams):
    1. Once upon a time... (あるところに……がいました)
    2. Every day... (毎⽇のように……していました)
    3. Until one day... (あるとき……が起こりました)
    4. Because of that... (それによって/そのせいで……ことになりました)
    5. Because of that... (それによって/そのせいで……ことになりました)
    6. Because of that... (それによって/そのせいで……ことになりました)
    7. Until finally... (ついに……しました)
    8. And ever since then... (それからというもの……)
    5

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  5. ICEBREAK 3/3
    • Show your the most interesting story.
    6

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  6. PART 1 - LECTURE
    Story Telling

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  7. DESIGN PROCESS (EDP ver.)
    9
    https://titech-edp.github.io/toolkit

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  8. Three types of ideation
    10
    HMWQ

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  9. Source: https://www.epicgames.com/fortnite/en-US/news/infinity-gauntlet

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  10. WHY STORY?
    13
    デザイン思考を使ったプロダクト開発プロセスでは、実際に設
    計・開発する前に、物語によってコンセプトを可視化・体験化で
    きる。プロダクト開発プロセスでは、最初に開発チームが物語を
    作り、ステークホルダーと共有する。このステークホルダーに
    は、ユーザーや将来のパートナーなどが含まれる。
    Soruce: Michael G. Luchs, Scott Swan, Abbie Griffin "Design Thinking: New Product Development
    Essentials from the PDMA” Wiley-Blackwell

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  11. • for members 

    to get a common understanding
    • for users

    to reply useful feedback to us
    • for partners

    to offer to help us
    STORY TELLING for ...
    14

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  12. You don’t have to create a movie in DTF,
    perform a conte (skit) instead.

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  13. THE KEY STRUCTURES
    OF A GREAT STORY

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  14. THE HERO WITH A THOUSAND FACES
    21

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  15. THE HERO'S JOURNEY
    22
    https://en.wikipedia.org/wiki/Hero%27s_journey

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  16. THREE-ACT STRUCTURE by Syd Field
    23
    https://en.wikipedia.org/wiki/Three-act_structure
    三幕構成

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  17. Ki-Sho-Ten-Ketsu
    • Kishōtenketsu describes the structure and development of
    classic Chinese, Korean and Japanese narratives.
    • 起:The first verse introduces the female characters of the story.
    • 承:The second verse gives more details about both.
    • 転:Verse three goes astray to an unrelated territory.
    • 結:Verse four explains.
    • The concept has also been used in game design, particularly in
    Nintendo's video games, most notably Super Mario games; their
    designers Shigeru Miyamoto and Koichi Hayashida are known to utilize
    this concept for their game designs.
    24
    Source: https://en.wikipedia.org/wiki/Kish%C5%8Dtenketsu
    起承転結

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  18. Super Mario 3D World's 4 Step Level Design
    25
    Super Mario 3D World's 4 Step Level Design | Game Maker's Toolkit - YouTube
    https://www.youtube.com/watch?v=dBmIkEvEBtA

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  19. STORY SPINE by Kenn Adams
    • Once upon a time... (あるところに……がいました)
    • Every day... (毎⽇のように……していました)
    • Until one day... (あるとき……が起こりました)
    • Because of that... (そのせいで/そのために……ことになりました)
    • Because of that... (そのせいで/そのために……ことになりました)
    • Because of that... (そのせいで/そのために……ことになりました)
    • Until finally... (ついに……しました)
    • And ever since then... (それからというもの……)
    26

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  20. EDP Toolkit
    27
    https://titech-edp.github.io/toolkit

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  21. How about characters?

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  22. Pragmatic Persona by Jeff Patton
    29
    ↓Name and Role
    ← Situation and Context
    Face →
    Profile →
    ← Product implications
    (interaction with the product)
    Source: https://www.stickyminds.com/article/how-pragmatic-personas-help-you-understand-your-end-user

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  23. [info] Persona - Descriptive model of users
    30
    “Personas are not real people, but they are based on the
    behaviors and motivations of real people we have
    observed and represent them throughout the design process. ”
    —About Face 3: The Essentials of Interaction Design
    by Robert Reimann; Alan Cooper; David Cronin

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  24. [info] Persona - Descriptive model of users
    31
    “If you try to design an automobile that pleases every
    possible driver, you end up with a car with every possible
    feature, but that pleases nobody. ”
    —About Face 3: The Essentials of Interaction Design
    by Robert Reimann; Alan Cooper; David Cronin

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  25. Part 2 - DEBRIEF

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  26. DEBRIEF
    • What are some questions you have about Story
    telling?
    33

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  27. Part 3 - DESIGN CHALLENGE

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  28. Design Challenge
    • 1. Share the homework
    • 2. Choose the best idea and/or create new one
    • 3. Create a storyboard with respect to the idea
    • 4. Create Personas and (large/small) props
    • 5. Perform a skit (a couple minites)
    35
    〜13:20:Lunch
    13:20〜:Skit

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  29. PART 1 - LECTURE
    ③ Design Principles

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  30. DESIGN PROCESS (EDP ver.)
    37
    https://titech-edp.github.io/toolkit
    ① ②

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  31. Three types of ideation
    38
    HMWQ

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  32. Design Principles
    Three types of ideation
    39
    HMWQ

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  33. Concrete solution is not always the best
    40

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  34. Why do you think the “idea” is the best?
    41
    Use the Design Principles as a Milestone or “Save Point”

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  35. Two more things:
    Inner Circle and Outer Circle

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  36. DESIGN PROCESS (EDP ver.)
    43
    https://titech-edp.github.io/toolkit

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  37. EDP Toolkit - Reflective Action Sheet
    44
    https://titech-edp.github.io/toolkit
    State your mind to encourage a sense of ownership of the product

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  38. Reflection-on/in/for-action
    45
    Donald Schon
    https://ithinkidesign.wordpress.com/2012/03/31/a-brief-history-of-design-thinking-the-theory-p2/
    https://medium.com/titech-eng-and-design/-5b9cb1229064

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  39. DESIGN PROCESS (EDP ver.)
    46
    https://titech-edp.github.io/toolkit

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  40. EDP Toolkit - Competitive Positioning Map
    47
    https://titech-edp.github.io/toolkit
    Make clear the difference with competitive products

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  41. Example of Competitive Positioning Map
    48
    Source: Innovator’s Toolkit: 10 Practical Strategies to Help You Develop and Implement Innovation by Harvard Business School Press Published by Harvard Business Review Press, 2009

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  42. Example of Competitive Positioning Map
    49
    Source: http://strategictoolkits.com/strategic-concepts/perceptual-map/

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  43. EDP Toolkit - 9-window tool
    50
    https://titech-edp.github.io/toolkit
    Don’t stick to just one idea. Broaden your perspective.

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  44. Example of 9-window tool
    51

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  45. Part 2 - DEBRIEF

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  46. DEBRIEF
    • What are some questions you have about
    • Design Principles
    • Reflective Action Sheet
    • Competitive Positioning Map
    • 9-window tool
    53

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  47. PART 1 - LECTURE
    Presentation

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  48. DESIGN PROCESS (EDP ver.)
    55
    https://titech-edp.github.io/toolkit

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  49. PITCH (Elevator Pitch)
    • "a short description of an idea,
    product, company, or oneself that
    explains the concept in a way such
    that any listener can understand it in
    a short period of time. "
    • "The name—elevator pitch—reflects
    the idea that it should be possible to
    deliver the summary in the time span
    of an elevator ride, or approximately
    thirty seconds to two minutes."
    56
    http://www.slush.org/slush-tokyo/slush-tokyo-2018-pitching-contest-semi-finalists-announced/
    Source: https://en.wikipedia.org/wiki/Elevator_pitch

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  50. PITCH has a Common Structure
    57
    https://invest2start.com/archief/pitch-deck-complete-guide-pitch-presentation/
    https://blog.ycombinator.com/intro-to-the-yc-seed-deck/

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  51. Popular Structure
    • For (target customers)

    これは「現在、市場に流通している代替⼿段」で問題を抱えている 

    (※⽇本語は次の項⽬と順番が逆)
    • Who are dissatisfied with (the current market alternative)

    「ターゲット顧客」向けの
    • Our product is a (new product category)

    「製品カテゴリー」の製品であり、
    • That provides (key problem-solving capability).

    「製品で解決できること」ができる。
    • Unlike (the product alternative),

    そして、「対抗製品」とは違って、
    • Our product (describe the key product features).

    この製品には「主な機能」が備わっている。
    58

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  52. How to sound smart in your TEDx Talk
    59
    TEDxで賢そうにプレゼンする秘訣
    https://www.tedxtokyo.com/translated_talk/how-to-sound-smart-in-your-tedx-talk/?lang=ja

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  53. EDP Toolkit - Pitch
    60
    https://titech-edp.github.io/toolkit

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  54. “Voice of User” comes from User Test
    61
    https://titech-edp.github.io/toolkit

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  55. Final Presentation (the last class)
    • 10 min for each team.
    • 1. Pitch (about your main product, using the previous template)
    • 2. Skit (about your main product): could be included in the pitch
    • 3. Design Process (how to design your products, including rejected
    ideas)
    • Upload the slide to Slideshare or SpeakerDeck,
    and submit the URL to Slack#final-presentation-
    b after the presentation.
    62

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  56. Schedule
    • 5/18
    • AM: Lecture of Prototyping
    • PM: Prototyping and Preparation for the final presentation
    • Homework: Preparation for the final presentation
    • 6/1
    • AM: Preparation for the final presentation
    • 13:20-14:20: Presentation (1) (3 teams) 10 min presentation + 10 min feedback
    • 14:35-15:35: Presentation (2) (3 teams) 10 min presentation + 10 min feedback
    • 15:40-15:50: Reflection
    • 16:30- Party
    • Homework: Presentation Slide and Personal Report (w/ google form)
    63

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  57. Summary
    • Storytelling plays a big role in product development.
    • Stories have a structure.
    • You should reflect on yourself to encourage a sense of ownership
    • Design Principles and Reflective Action Sheet
    • You should broaden your perspective with survey.
    • The presentation is a kind of story.
    • Therefore, the presentation has a structure.
    64

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  58. Part 2 - DEBRIEF

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  59. DEBRIEF
    • What are some questions about pitch?
    66

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  60. Part 3 - DESIGN CHALLENGE

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  61. Homework
    • Homework: Individually, run through the whole process: 

    0. [option] Previous Steps - Research, POV, HMWQ, Sketch, and so on 

    1. “Storyboard” 

    2. “Design Principles”

    3. “Competitive Positioning Map”

    4. “9-Window tool”

    5. “Reflective Action Sheet”

    6. “Elevator Pitch”
    • then put them together as a free-form report (.pdf) and post it's LINK to slack #homework-20190511.
    • Bring your tools and materials (costs at most 1,000 JPY) for prototyping in
    the next class.
    • Groupwork: run through the whole process as a team.
    68

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  62. Reflection
    • Take a LARGE sticky note. (or Combine two notes)
    • Write down your name (id) and dept/comp.
    • Write about today (Japanese is OK) :
    • Keep (Good thing for YOU and TEAM)
    • Problem (Bad thing for YOU and TEAM)
    • Try (Improvements for YOU and TEAM)
    • Suggestion (for this CLASS)
    • Take a photo of all of the team member's reflections.
    • Post the photo to Slack #realtime-yyyymmdd.
    69
    Name (id) and Dept/Company
    Keep
    Problem
    Try
    Suggestion

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