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i.school, The University of Tokyo "Methods of concept designing and user surveys"

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i.school, The University of Tokyo "Methods of concept designing and user surveys"

  1. 1. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 1 1©  UT  i.school,  All  rights  reserved  
  2. 2. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 2 School for Innovation, i.school,  The  University  of  Tokyo  
  3. 3. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 3 Format of this series   5 lectures   3  workshops     ①   4/16  [FoundaAon  and  methodology  in   creaAng  innovaAon]   ②   4/23  [Understanding  1:  The  purposes   and  methods  of  interviews  and  field   work]   ③   4/30  [Understanding  2:  The  purposes   and  methods  of  technological  research   and  case  studies]   ④   5/7  [CreaAon:  Divergence,   convergence,  and  expression  of  ideas]   ⑤   5/14  [RealizaAon:  Methods  of  concept   designing  and  user  surveys]   ⑥   6/3  [Workshop  1:  Learn  from  everyday   robots  in  the  future]   ⑦   6/10  [Workshop  2:  Learn  from  services   in  India]   ⑧   6/17  [Workshop  3:  Learn  from  on-­‐   campus  services]  
  4. 4. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 4 Goals of this series:   Understand the entire process of creating innovation   Learn to provide a concept idea   Understand the process of coming up with a concept idea  
  5. 5. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 5 Guest facilitator   Jun  Murakoshi   i.lab:   Product  Designer     Master's degree from the Design and Science Course, Chiba University Graduate School of Engineering .   Master's degree from Royal College of Art (RCA)  Design   Products in the U.K. Murakoshi was a specially appointed researcher at the Graduate School of Engineering at Chiba University and worked as a specially appointed associate professor at the Center for International Research and Education of the same university before joining i.lab. He has a number of award-winning works that are exhibited in Japan and Europe.  
  6. 6. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 6   6 Objectives of the 5th class:   ▶  Understand a way to "make the idea realistic"   ▶  Get motivated to share concrete ideas immediately!  
  7. 7. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 7   7 Review of   the 4th class  
  8. 8. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 8   8 Objectives of the 4th class:   ▶  Understand the processes and tips for coming up with ideas   ▶  Make the ideas come much easier!  
  9. 9. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 9   9 Questions  received  after the 4th class:   ▶ Thank you for your participation!   ▶ Murakoshi and Yokota responded to all of the questions!  
  10. 10. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 10 Divergence  Convergenc e   Individual work   Group work   Formula for the creation process • Divergence  and  convergence   • From  individual  work  to  group  work  
  11. 11. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 11     Working memory   (→ mainly processing functions)   Types of memory: 1.  Short-term memory (→ storage)   2.  Long-term memory (→ storage)   3.  Working memory: plays an important role in processing information   Long-term memory   Short- term memory   Retain   Playback  
  12. 12. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 12 Utilizing working memory   •  If creating ideas means processing information to identify new relationships between existing pieces of information, we need to focus on existing information as raw material and pay attention to how you handle it.   •  It is essential to consider what information goes into working memory for processing and how you can help in the processing.                             Working memory   ①  What?   ②  How?  
  13. 13. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 13                           ●  Means   (= technolo-­‐ gies)   Ends   (= people)   Idea   ★   ●   ●   ●   ●   ●  ●   ●   ★   ★   ★   ★   Murakoshi 1: Come up with ideas  →    Write down (draw)  →    Forget •  I try to remember only the ends that inspired me most and mix that with means and hints.   •  I don't evaluate them as I want to leave the divergence phase independent from the rest.   •  I write down or draw ideas that I came up with so that I can remove them from my working  memory.   •  While I'm thinking, I focus on the image I have in my head and write it down.   Working memory   ●   ●   ●   ●   ●   ●   ●   ●   ●   ●   ●   ●   ●   ●   ●  
  14. 14. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 14 1 4©  UT  i.school,  All  rights  reserved  
  15. 15. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 15   15 Objectives of the 5th class:   ▶  Understand a way to "make the idea realistic"   ▶  Get motivated to share concrete ideas immediately!  
  16. 16. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 16 Abstract Detailed Process   Degree of   Abstraction ① Collect miscellaneous factual   information   ③ Understand a situation structurally   ④ Explore business opportunities   ② Group and abstract   factual information   ⑥ Create ideas   ⑦ Select an idea   ⑨ Refine the idea   ・・・・   ・・・・   ・・・・   ⑤ Establish a business opportunity   ⑧ Put the idea into shape   0   1   Understand Create Realize
  17. 17. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 17   17 ・・・   Bring the idea   down to earth  
  18. 18. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 18   18 How does a conceptual idea   find its way into the real world?  
  19. 19. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 19   19 Prototyping?  
  20. 20. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 20 Making a "prototype" is a convenient way to put an idea into shape.  
  21. 21. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 21 Types and roles of prototyping ① Products   ② Services   ③ Businesses   •  Shape   •  Function   •  User interface   •  Scene showing actual usage   •  People and organizations related to          the services   •  Customer experience/value   •  User interface   •  People/organizations related to          the services   •  Customer experience/value   •  Value for business partners •  Revenue model   •  Business strategy   Types of deliverables   Information to consider in detail   Useful tools   •  Miscellaneous items around you   •  3D  printer   •  Magazines/photo  collage   •  Skits   •  Stakeholder map   •  Magazines/photo  collage   •  Skits   •  Stakeholder map   •  The Business Model Canvas  
  22. 22. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 22   22 Products: Make a tangible prototype  
  23. 23. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 23   23
  24. 24. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 24   24
  25. 25. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 25   25
  26. 26. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 26   26 Products: Make a tangible prototype   ▶  Clarify why you make it, what you want to express and how     ①   Make it easy (use ordinary items around you)   ②   No need to represent the whole thing with one item (including shape, materials, movements or size)   ③   Make it a steppingstone to the next stage   ③   ①   ②  
  27. 27. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 27 Services: The Business Model Canvas   Value   Propositions   Key   Partners   Customer   Segments   Customer   Relationships   Key Activities   Key Resources   Channels   Revenue Streams  Cost Structure   Which one of our customer's problems and needs are we addressing?   What are our customers like and how are they unique?   What type of relationship do we usually have with our customers? Fun? de facto?   How to deliver value to customers? (channel or route)   How much money are we expecting to receive and for what?   What are the major costs involved in delivering value?   What type of external partner (individual or organization) do we need in order to deliver value?   Which one of your activities is most important for delivering value?   Which one of our resources is important or essential in order to deliver value?  
  28. 28. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 28   28 All purpose: Focus on how customers change and the values provided ▶  Prepare cards or sticky notes that describe the research results on people and society and place them on a large piece of paper to reorganize the concepts of your ideas.   ▶  Present an image of target customers, put the research reports on people and society up on the paper to make the ideas more real.   ▶  Remember the importance of the idea "trunk" as you add branches and leaves to give it a concrete shape.   • Attributes   • Actions and values   • Social situations   • Recognition of problems   • ・・・   • Actions change   • Values change   • Social conditions change   • ・・・   Before   Ajer   • Benefits for customers   • Products, services, experiences   • Usage, scene   Customer   Customer   Provided value  
  29. 29. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 29   29All purpose:Skits ▶  Put  on  skits.  They  will  give  you  a  detailed  view  of  the  products  use  including  the  cast   members  involved  in  the  ideas  and  their  interpersonal  communicaAon.   ▶  It is not meant to train us as script writers, directors or performers. It's not meant to make people laugh, either.
  30. 30. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 30   30 Q&A  
  31. 31. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 31   31 Purpose of feasibility studies Disruptive yet constructive communication with people involved using a prototype.  
  32. 32. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 32 What  do  you  want  to  verify  in  a  feasibility  study?   •  Your ideas are supported by various hypotheses.   •  Feasibility studies help to verify the relevance of the hypothesis from the following 3 major aspects:   ① People ② Technologies ③ Business   •  Your time is limited. Prioritize the items and content to verify before starting the test.   Society     Market     Humans     Techn o-­‐logy     Idea    Technology People Idea maker Idea   (Product, service, experience)   I D E A  
  33. 33. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 33 Major items to verify and the testing method     ① Testing hypotheses regarding the value perceived by people   • Consumers' issues, dissatisfaction, challenges and actions taken  related to ideas   • Intention to use the idea, value felt by users and other keywords to introduce the idea to others     ② Feasibility from a technological perspective   • Whether using the technologies that exist in the company or not, the relevance/ feasibility of functions and performance, production cost, safety issues     ③ Feasibility as a business   • Business stakeholders, market trends, law systems, profitability, compatibility with long-term business strategy, promotion framework   Items to test   Method   •  Consumer interviews   •  Surveys   •  Field work   •  Interviews with engineers   •  Technological research          (inside and outside the company)   •  Cost calculation using published          information   •  Interviews with management   •  Interviews with experts   •  Revenue simulation  
  34. 34. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 34   34 Segment:  Projected  user  (not  an  extreme  user)     Question:   ① Ask about current or past problems related to daily water use.   ② Introduce ideas for future water infrastructure by showing a prototype.   ③ Ask about benefits, their concerns and reasons for them as specifically and from as many aspects as possible including background information, values and their customs.   ④ Ask if they can recommend the idea to people around you (family, friends, relatives) and how.     Tips for asking questions:   Include the following two types of interviewers:   ① A person who explains the idea in a positive way   ② A person who agitates the interview by suspecting, challenging or denying   Pay attention to how the projected user changes his/her expression or speech in response to the agitated atmosphere.   Examples of consumer interviews  
  35. 35. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 35 This endless process gradually helps you identify and reinforce the "trunk" and add branches and leaves.       Trunk   Branches/leaves  A   Idea   Branches/leavesB  
  36. 36. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 36 Abstract Detailed Process   Degree  of   Abstrac=on ① Collect miscellaneous factual   information   ③ Understand a situation structurally   ④ Explore business opportunities   ② Group and abstract   factual information   ⑥ Create ideas   ⑦ Select an idea   ⑨ Refine the idea   ・・・・   ・・・・   ・・・・   ⑤ Establish a business opportunity   ⑧ Put the idea into shape   0   1   Understand Create Realize
  37. 37. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 37 3 7©  UT  i.school,  All  rights  reserved  
  38. 38. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 38   38 Recommended  readings  for     knowledge  seekers  
  39. 39. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 39   39 This book helps you build a business model in a way that works with a human-centered innovation process.     You can apply their methodology to a workshop using sticky notes.     Business  Model  GeneraAon   (Alexander Osterwalder & Yves Pigneur)
  40. 40. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 40   40 Architectural model   - A good reference book when you select materials for expressing ideas and creating models   - Contains philosophical aspects   How  Small?  How  Vast?  How   Architecture  Grows?   (Junya Ishigami)  
  41. 41. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 41   41 Objectives of the 5th class:   ▶  Understand a way to "make the idea realistic"   ▶  Get motivated to share concrete ideas immediately!  
  42. 42. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 42   42 Q&A  
  43. 43. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 43 Format of this series   5 lectures   3  workshops     ①   4/16  [FoundaAon  and  methodology  in   creaAng  innovaAon]   ②   4/23  [Understanding  1:  The  purposes   and  methods  of  interviews  and  field   work]   ③   4/30  [Understanding  2:  The  purposes   and  methods  of  technological  research   and  case  studies]   ④   5/7  [CreaAon:  Divergence,   convergence,  and  expression  of  ideas]   ⑤   5/14  [RealizaAon:  Methods  of  concept   designing  and  user  surveys]   ⑥   6/3  [Workshop  1:  Learn  from  everyday   robots  in  the  future]   ⑦   6/10  [Workshop  2:  Learn  from  services   in  India]   ⑧   6/17  [Workshop  3:  Learn  from  on-­‐   campus  services]  
  44. 44. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 44   44 Thank  you!  
  45. 45. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 45 4 5©  UT  i.school,  All  rights  reserved  

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