ITERATE Uzbekistan

UZBEKISTAN

ITERATE | 17 MAY, 2013 | GOITERATE.COM 1

UNDP WORKSHOP


Interdisciplinary problem solving through design thinking,

strategy and leadership





Interdisciplinary problem solving

through design thinking, strategy and leadership


design thinking


Business Technology

Design







http://www.youtube.com/watch?v=V74AxCqOTvg


Authentic Innovation Skills

• Be needs focused (human centered)

• Be highly collaborative

• Embrace constraints

• Be scrappy

• Fail forward

• Dive deep

• Tell stories

• Be bold

• Believe in intentional serendipity


Ground Rules

• Collaborate

• There are no bad ideas

• Be visual

• Fail early and often

• Ask questions



Process Overview

• BE BOLD: What’s the change you want to see in the world?

• GET OUT: Talk to people and observe

• REFRAME: Look at the problem in different ways

• PROTOTYPE: Early and often

• TEST and REPEAT


Understand

Empathy

Synthesize & Define

Ideate

Prototype

Form

ImmerseScope

BE BOLD

GET OUT

REFRAME

PROTOTYPE

TEST & REPEAT


Viabilitybusiness:

sustainable?

Feasibilitytechnology:

possible?

Desirabilitycustomer:desired?


Analysis Synthesis

Abstract

Concrete

Observations(Context)

Frameworks(Insight)

Imperatives(Ideas)

Solutions(Artifacts)

Figure Out The Story

Tell A New Story


Flare FocusFocus

Flare


Flare Focus Flare Focus Flare Focus Flare


Understand

Empathy

Synthesize & Define

Ideate

Prototype


Empathy Define Ideate Prototype Test Re-Define

Identify Invent Implement

Needs Finding

Needs Screening

ConceptGeneration

ConceptSelection

DevelopmentStrategy &Planning

Integration


Damien Newman, Central

Uncertainty Clarity / Focus

Understand & Empathy

Prototype Implement


“Innovation … is generally understood as the successful introduction of a new thing or method …. Innovation is the embodiment, combination, or synthesis of knowledge in original, relevant, valued new products, processes, or services.” Luecke and Katz (2003)

Innovation


The Innovator’s DNA

http://innovatorsdna.com

Associating

Questioning

Observing

Experimenting

Networking


Why do we need innovation?

• Growth

• Differentiation

• Competition

• Customer need

• Meaning

• Value creation

• Professional acquisition or retention

• Address complexity, ambiguity, uncertainty

• Social good


Social Innovation

Finding ways to identify programs and processes that can be replicated and scaled to start to change the lives of growing masses of people.Shannon Schuyler, Managing Director, Corporate Responsibility, PwC


Social Innovation

•Talk to the people who have the problem.

•Listen to what they have to say.

•Learn all you can about the context of where they live

Paul Polak


Social Innovation

•Social ventures

•Corporate social responsibility

•Sustainability/resilience

•Others?


Social Innovation

Alternative business forms (U.S.)

•B-Corp: certified by the nonprofit B Lab to meet rigorous standards of social and environmental performance, accountability, and transparency

•L3C: low-profit limited liability company, facilitates investments in socially beneficial, for-profit ventures


What’s feasible?

What’s the need?

What’s our mission?

Viabilitybusiness:

sustainable?

Feasibilitytechnology:

possible?

Desirabilitycustomer:desired?


Social Innovation

Design is a process for seeing unconnected things in new relationships to each other, for visualizing a desired end-state that can be shared, for getting from A to B when you are not quite sure what B is.

At its best, design is the creative expression of ideas that inspire new thinking and behavior, new ways of participating. Design can provide the understanding and insight, processes and models that will help solve the pressing challenges of our time.

It is what social innovation needs if we are to make lasting, repeatable progress.

Design for Social Innovation, SVA


эмпатия, сочувствие, сопереживание

EMPATHY


Empathy

… is the core of design thinking and the key to a solution that lasts.


What does it mean?

• Who is he?

• What is he thinking?

• What does he say?

• What does he feel?

• What does he need?


How do we get there?

We start by observing and asking questions.


Our Tools

1. Observations (AEIOU)

2. Interviews

3. 15 Meanings

4.Personas

5.Journey maps

• HCD Toolkit

• AIGA Ethnography Primer


Our Tools


2. Interviews

3. 15 Meanings

4.Personas

5.Journey maps


A.E.I.O.U

• Activities

• Environments

• Interactions

• Objects

• Users


Research for Hong Kong Art Shopping Mall


Our Tools


2. Interviews

3. 15 Meanings

4.Personas

5.Journey maps


User Interview: Tips & Tricks

• Always introduce yourself

• Point to things in the environments

• Ask them to list things

• Ask them to show you (How they do something?)

• Compare and contrast

• Repeat their words

• Ask to tell a story (When was the last time …?)

• Keep asking why (Why is it important to you?)

• Keep quiet and don’t interrupt


Our Tools


2. Interviews

3. 15 Meanings

4.Personas

5.Journey maps


The Hidden Needs


People Seek Meaningful Experiences


15 Meanings

1. Accomplishment

2. Beauty

3. Creation

4. Community

5. Duty

6. Enlightenment

7. Freedom

8. Harmony

9. Justice

10.Oneness

11. Redemption

12. Security

13. Truth

14.Validation

15. Wonder


15 Meanings:How Brands Use Them


What’s the promise?
















Madina Alimova



Our Tools


2. Interviews

3. 15 Meanings

4.Personas

5.Journey maps


Personas

“Personas are not real people, but they represent them throughout the design process. They are hypothetical archetypes of actual users. Although, they are imaginary, they are defined with significant rigor and precision.”

Alan Cooper “The Inmates are Running the Asylum”


Name: Bahtiyor

Age: 24

Occupation: Accountant

Description: He works very hard in a small accounting company in Yunus Abad. He lives in Chilanzar and takes the metro to get to work. He plays football in the evenings.

Needs: He wants to be successful and important person. He wants to learn English and work with international organizations. He wants to get married soon and start a family. He wants to dress in fashionable clothes and look good because it describes success.

Personas


Name: Bahtiyor

Age: 24




Name: Bahtiyor

Age: 24




Name: Bahtiyor

Age: 24




Name: Bahtiyor

Age: 24




Name: Bahtiyor

Age: 24




Name: Bahtiyor

Age: 24





Name: Bahtiyor

Age: 24




Name: Bahtiyor

Age: 24




Name: Bahtiyor

Age: 24




Name: Bahtiyor

Age: 24




Name: Bahtiyor

Age: 24




Name: Bahtiyor

Age: 24




It May Get Very Confusing


Let’s Make It Simpler

3 : 1 Rule


Make It Simpler

Situation Needs Behaviors


Make It Simpler

SituationVisiting family

Late for work

Shopping

NeedsEconomical

No stress

Convenience

Justice

BehaviorsCatch a taxi

Run

Call someone


Make It Simpler

SituationVisiting family

Late for work

Shopping

NeedsEconomical

No stress

Convenience

Justice

BehaviorsCatch a taxi

Run

Call someone


Our Tools


2. Interviews

3. 15 Meanings

4.Personas

5.Journey maps


Journey Maps

Understanding what the user goes through is key to uncovering opportunities.

Mapping the journey can help us.


Hig

hL

ow

STARTTP 2

TP 3 ENDTP 4

TP 5TP 6

TP 7

Journey Maps


Hig

hL

ow

Touchpoint = TP

Wake UpTurn off the alarm clock

Have breakfast Get to the officeTake my bag

Missed the busNext bus crowded

Run to work

Journey Maps


Gift Giving Experience


Your mission: Redesign the gift-giving experience . . . for your partner.Start by gaining empathy.

Switch roles & repeat Interview Switch roles & repeat Interview

Notes from your first interview Notes from your second interview8min (2 sessions x 4 minutes each)

Interview1

d.

Dig deeper26min (2 sessions x 3 minutes each)


needs a way to

because (or “but . . .” or “Surprisingly . . .”)[circle one]

user’s need

insight

Reframe the problem.

Insights: new learnings about your partner’s feelings and motivations. what’s something you see about your partner’s experience that maybe s/he doesn’t see?*

partner’s name/description

3min3 43min

*use verbs

*make inferences from what you heard

d.

Capture findings Take a stand with a point-of-view

Goals and Wishes: what is your partner trying to achieve through gift-giving?


Switch roles & repeat sharing.

Ideate: generate alternatives to test.5min

10min (2 sessions x 5 minutes each)

Sketch at least 5 radical ways to meet your user’s needs.

Share your solutions & capture feedback.

5

6Notes

d.

write your problem statement above


Iterate based on feedback.

3minReflect & generate a new solution.7Sketch your big idea, note details if necessary!

d.


8 9

d.

Build and test.Build your solution. Share your solution and get feedback.

[not here]

Make something your partner can interact with! +

?

-

!

What worked... What could be improved...

Questions... Ideas...

7min 8min (2 sessions x 4 minutes each)


Reflections & Takeaways


Juabar


Social VenturesMBA in Design Strategy, CCA

• multidisciplinary

• project-based

• team-based

• design thinking methods

• an immersive introduction into social issues and ventures


The challenge

• Partner: Appropriate Rural Technology Institute (ARTI)

• Country: Tanzania

• Focus: Solar



Key Insights

• Large population without access to the grid

• use of kerosene is dangerous

• little knowledge or trust of solar products





http://juabar.com


Embrace


Design for Extreme AffordabilityStanford University

• multidisciplinary

• project-based

• team-based

• design thinking methods

• develop products and services that serve the needs of the world's poor


The challenge

• Partner: Medicine Mondial

• Country: Nepal

• Focus: Medical Device


http://vimeo.com/22342241


Point of View

A desperate parent in a remote village needs to give their dying baby a chance to survive


http://www.embraceglobal.org


Questions?


Thank you!


ITERATE Uzbekistan

Self Improvement

asmall accounting

dress infashionable

successfuland

work withinternational

tolearn english

taxiruncall

workshoppingneedseconomicalno

based team