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Design Thinking and Analysis

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Submitted By dipaksingh
Words 593
Pages 3
Session 3

Design Thinking & Innovation

Observing Deeply

Presented by Professor Srikant Datar Professor Partha Sarathi Roy

Situation 1 | Apply AEIOU

Exercise 1 | Apply AEIOU

1.Apply AEIOU to this situation. What are some of your key observations? 2.As you look and observe, what insight does it give you? 3. Given that insight, does it generate any opportunities in your mind?

Situation 2 | Apply AEIOU

Exercise 2 | Apply AEIOU

1. Apply AEIOU to this situation. What are some of your key observations?

2. Assuming the situations to happen in sequence, do any similarities emerge in both contexts? Can we come up with an opportunity area?

Journey Map
A graphic tool used to organize detailed information about an individual’s steps through a process. It is a useful learning device that can be applied to any context.

Journey Map

Source: HCD Toolkit 2ed.

Tested the concept at one subway stop. Waiting transformed into shopping.

LOOK
Assume a beginner’s mindset. Check assumptions. “Observe” with all five senses. Document the looking. Be patient.

Situation 3 | ASK
You are a manager of a moving company. Over the past month customers have written to you to complain about the quality of their moving experience with your company.

What would you do?

Situation 3 | ASK

Why did this happen? What would you do differently?

"Our crew! They handled a complicated interstate move with professionalism and good humor. Everything arrived safely and in good shape. …I've been so impressed with the training and communication skills of the crew.”

"I was most impressed by the precision of my team [and their] hard work, all of it done with wit and good cheer. After 42 years in one place, I anticipated the move with terror but, once underway, my team made me feel so safe.”

Moving Company | Customer Journey Map

If your company’s values are Value, Professionalism, Care, Reputation, and Competence, is there a way to reinforce any of those values after moving day?

ASK
Assume a beginner’s mindset. Check assumptions. “Observe” with all five senses. Document the looking. Be patient. Warm up. Develop rapport before asking detailed questions. Be open. Let the interviewee tell stories. “Five Ws.” Probe by asking why. Address both broad context and narrow details.

Why could you learn from going along? What additional insight might it get you?

D.R. Methods | TRY

o

Experience. “Do as the Romans Do.” Use props—think Patricia More (pictured). Document the experience.

o

o

TRY
Assume a beginner’s mindset. Check assumptions. “Observe” with all five senses. Document the looking. Be patient. Warm up. Develop rapport before asking detailed questions. Experience. “Do as the Romans do.”

Be open. Let the Use props to experience interviewee tell stories. a situation or action more realistically. “Five whys.” Probe by asking why. Address both broad context and narrow details.

Scenario
You are a manager of this factory and your task is to increase the productivity of the workers by 20%.

What would you do?

Look: Conditions are challenging; the factory is hot and workers are doing hard, dangerous work. Ask: The work is challenging, yet low paid. Would not do this work except for the wages. Try: The work is difficult, yet boring.

Expand the Context
What insights do you get from going to their homes?

APPLY THE CONCEPT

For your individual ideas: • Look and Ask to make observations about the experience from the time the user starts experiencing your idea to the time s/he leaves it. • Create Journey Map to organize the detailed information you collected about their experience in this scenario.

END

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