tokyo-tech-dtf-2019-introduction

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INTRO DESIGN THINKING FUNDAMENTALS 2019 - module 1

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Part 1 - LECTURE Introduction to Design Thinking

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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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A BRIEF HISTORY OF DESIGN THINKING 20

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

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

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

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

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

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

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

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

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

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

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

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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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Part 2 - ACTIVITY

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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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break 11:35

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Part 3 - DEBRIEF

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

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Part 4 - DESIGN CHALLENGE

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

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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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Lunch Break 12:15 - 13:20