Ideation Engineering Design Project ‑ B 2017.10.14 Masanori Kado (@kdmsnr) Specially Appointed Lecturer Tokyo Institute of Technology

Ideation Guidelines 1. Make tangible things 2. Think like an amateur 3. Design verbs, not nouns 4. Synthesize existing ideas 2

1. Make tangible things Design user experience with tangible things. 1 ‑ capable of being touched; discernible by the touch; material or substantial. 2 ‑ real or actual, rather than imaginary or visionary: the tangible benefits of sunshine. from http://www.dictionary.com/browse/tangible FAQ What about software/apps ? ― Not tangible. What about Service Design ? ― Not tangible. Do we have to use Arduino/RasPi ? ― Not necessary. 3

2. Think like an amateur Don't use professional like ways of thinking Market Research, Literature Survey, Business Model, Target Users, Competitive Analysis, etc... You should find issues that professionals haven't found or solved ever Therefore, you need new ways of thinking 4

3. Design verbs, not nouns We are designing verbs, not nouns. — Bill Moggridge Express the issues as verbs (aka JOBs) Use timeline (CJM) 5

4. Synthesize existing ideas Don't try to ideate from scratch "Analogous Inspiration" is so powerful "Wax on, Wax off" by Miyagi‑san from The Karate Kid / ベストキッド (1984) Some constraints make you more creative Reverse Thinking, Shiritori Thinking, Visual Thinking, Thinking by Prototyping, etc.. 6

Exercise Desing your ideation process Don't make it fixed; change and improve as much as you can Ideate your solution(s) Draw an advertising flyer for your best solution 7

Standard way of Ideation 1. Arrange the user data in category or timeline 2. Find zawa‑zawa (Tension‑Contradiction‑Surprise) 3. Create Point‑Of‑View (with tatemae method) [user] in [situation/context] needs a way to [verb] because [superficial reason], but actually [insight]. 4. Cretate HMWQ to drive your ideation 5. Brainstorming ※ EDP students are not good at POV/HMWQ/Brainstoriming 8

Variations Skip DEFINE step (as EDP‑A) Ideate with Conte / Skit (EDP‑ish style) Ideate with Chat and Doodle (EDP‑ish style) Draw System Diagram / Stakeholder Map / Context Map (if the problem domain is so big) Persona (But I don't recommend, JTBD is more useful) Value Proposition Canvas 9

JTBD ( jobs to be done ) When we buy a product, we essentially “hire” it to help us do a job. ―Clayton M. Christensen [ A c t i o n ] - [ O b j e c t ] - [ C o n t e x t ] style description: Clean Clothes at Home Manage Finances at Office ref. Clayton M. Christensen et al. "Competing Against Luck: The Story of Innovation and Customer Choice" （ 邦訳： 『 ジョブ理論』（ ハー パー コリンズ・ ジャパン）） 10

Value Proposition Canvas Watch the video https://www.youtube.com/watch?v=ReM1uqmVfP0 has Jobs, Pains, and Gains includes Products/Services, Pain Relievers, and Gain Creators The goal is to fit with But "pains" are too obvisous to tackle, so in EDP you should find more subtle issues users don't notice. 11

Sample of Advertising flyer from Jonathan Rasmusson, "The Agile Samurai" 12

Exercise (again) Desing your ideation process Don't make it fixed; change and improve as much as you can Ideate your solution(s) Draw an advertising flyer for your best solution 13

Homework Continue user research Create a slide about your ideation process Ideate three solutions Draw an advertising flyer for each idea As a team, post the URL of the slide and three flyers to # h o m e w o r k - 2 0 1 7 1 0 1 4 on Slack by [2017‑10‑27 24 00] 14

Retrospective 1. Write down on a post‑it as an individual [ y o u r n a m e ] + : s o m e t h i n g g o o d - : s o m e t h i n g b a d ⊿ : n e w i d e a t o b e i m p l e m e n t e d 2. Prepare a balnk sheet of A4 with team name 3. Put all of the post‑its on the whiteboard as a team 4. Take a photo of the whiteboard to # r e a l t i m e - 2 0 1 7 1 0 1 4 15