WHO WE ARE
GENERATING THE PROBLEM IN ASEANWHAT IS THE PROBLEM YOU WANT TO SOLVE?AND WRITE IT DOWN TO YOUR PAPER
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S T A N F O R D U N I V E R S I T Y
IDEO is an award-
winning global design
firm that takes a
human-centered,
design-based
approach to helping
organizations in the
public and private
sectors innovate and
grow.
EMPHATIZE
DEFINE
IDEATE
PROTOTYPE
TEST
DESIGN THINKING
There are 20
millions
preterm-infant worldwide
But about 3 millions couldn’t get to their mother embrace
EMPHATIZE
DEFINE
IDEATE
PROTOTYPE
TEST
STANFORD STUDENTS FROM
D.SCHOOL FOUND THIS PROBLEM
AND WANT TO SOLVE IT. THEY FLEW
TO NEPAL, THE COUNTRY THAT HAVE
THIS PROBLEM. VISITING THE FIELD,
INTERVIEWING PEOPLE, COLLECTING INFORMATION AS MUSH AS POSSIBLE
EMPHATIZE
DEFINE
IDEATE
PROTOTYPE
TEST
AFTER THEY LIVED WITH PEOPLE AND
PROBLEM, THEY FOUND OUT MANY
OBSTACLES THEY HAVE TO
OVERCOME. BUT FINALLY, THEY
COULD DEFINE THE ULTIMATE PROBLEM.
EXPENSIVE
HIGH MAINTENANCE COST
NOT AVAILABLE IN SMALL HOSPITAL
DIFFICULT TO USE
NEED CONSTANT ELECTRICITY
BABY CAN’T COME IN TIMEBABY CAN’T COME IN TIME
EMPHATIZE
DEFINE
IDEATE
PROTOTYPE
TEST
AFTER THEY KNOWN THE TRUE
PROBLEM AND PEOPLE CONTEXT,
THEY STARTED TO GENERATE IDEA AS
MUCH AS POSSIBLE AND SET A GOAL
TO CREATE NEW PROTOTYPE EVERYDAY.
EMPHATIZE
DEFINE
IDEATE
PROTOTYPE
TEST
JUNE 2009:
ANIMAL TRIALS ON PRETERM LAMBS
(US)
MARCH 2010:
1ST REAL BABY IN CLINICAL TRIAL
(INDIA)
NOVEMBER 2010:
3 HOSPITAL TRIAL. 155 NEWBORNS
(INDIA). SUCCESSFUL TEST THAT
EMBRACE IS AS EFFECTIVE AS CURRENT
STANDARD OF CARE
LET’S PLAY!
EQUIPMENT
PAPER
POST IT & MARKER
EVERYONE’S IDEA
RULE
DOING > TALKING
ON PROCESS TOGETHER
BE LIKE A KID
EMPHATIZE
DEFINE
IDEATE
PROTOTYPE
TEST
DESIGN THINKING
EMPHATIZE
DEFINE
IDEATE
PROTOTYPE
TEST
EMPHATIZE
“TO CREATE MEANINGFUL INNOVATIONS, YOU
NEED TO KNOW YOUR USERS AND CARE ABOUT THEIR LIVES.”
IN PEOPLE SHOE DISSATISFACTION ENGAGING
SEARCHING
OBSERVING
INTERVIEWING
EXPERIENCING
After telephone interviewing, googling, and talking with people who know teen
pregnancy, we have found out a bunch of information.
- Teen pregnancy usually happens in high school.
- Their first sex is happened after they have been dating for 3-4 months.
- Their parents don’t know about their dating.
- They didn’t use condom because their BF said it is safe and he would
responsible.
- And so on…..
EMPHATIZE : TEENAGE PREGNANCY
Mission #1GATHERING INFORMATION AND TRY
TO EMPHATIZE ABOUT THE TOPIC
AS MUCH AS POSSIBLE
WITHIN 40 MINUTES
EMPHATIZE
DEFINE
IDEATE
PROTOTYPE
TEST
DEFINE
“Framing the right problem is the onlyway to create the right solution.”
TEEN
PREGNANCY
PROBLEM
SHYFAMILY
PROBLEM
DON’T WANT TO
WEAR CONDOM
LACK OF
KNOWLEDGE …DON’T WANT TO
WEAR CONDOM
GIVE A WEIRD
TOUCH
GIVE A WEIRD
TOUCH
IT’S THICK LAYER
IT’S THICK LAYER
After we got a bunch of information, we try to analyze them to define the real
problem behind them. After we analyzed them, we pick up the 3 question that
we thinks can solve the most problems, effectively.
DEFINE : TEENAGE PREGNANCY
ULTIMATEPROBLEM
THEIR BF DIDN’T USE CONDOM
IT IS THEIR FIRST TIME
USING CONDOM ISN’T EXCITING
USING CONDOM ISN’T
MEANINGFUL
HOW CAN WE CREATE A CONDOM FOR
NO-CONDOM EXPERIENCE?
Mission #23 IMPORTANT PROBLEMS THAT SOLVE THE
MAJORITY OF THE PROBLEM
WITHIN 30 MINUTES
Mission #2ANALYZING THE PROBLEM AND DEFINING THE
QUESTION.
“HOW MIGHT WE…..?”CHOOSE 3 QUESTIONS THAT YOU ARE INTERESTED
QUESTION
EXAMPLE
Problem QUESTION
Parents have no time
for their children.
How might we make parents have time for
their children>
Teens are shy to buy
condom.
How might we encourage teens to buy
condom without shame?
Teens have no
knowledge about
pregnancy prevention.
How might we make teens know more about
pregnancy prevention?
EMPHATIZE
DEFINE
IDEATE
PROTOTYPE
TEST
IDEATE
“IT’S NOT ABOUT COMING UP WITH THE
‘RIGHT’ IDEA, IT’S ABOUT GENERATING THEBROADEST RANGE OF POSSIBILITIES.”
FACT
Virgin Galactic
the world's first
commercial
spaceline.
YES, BUTYES, AND
INTRODUCING…
YES, BUT
Where should we go in the weekend
SIMPLE SUPER
GENERATING JUDGINGVS
IDEATE RULES
#QUANTITY OVER QUALITY
#DON’T JUDGE THE IDEA YET
#FURTHER THE IDEA
After we know the problem we want to solve, we generate idea as much as
possible, without judging each ideas. After we got a bunch of idea, we manage
them into group to simplify them.
IDEATE : TEENAGE PREGNANCY
CREATING TVC TO
PROMOTE THAT CONDOM IS
MEANINGFUL
CREATING A VERY THIN
LAYER CONDOMCREATING A KITTY
CONDOM
Mission #3.1IDEATE IDEA AS MUCH AS
POSSIBLE
WITHIN 20 MINUTES
GROUPING
MISSION #3.2CHOOSE 1 IDEA THAT YOU
WANT TO DO MOST
WITHIN 15 MINUTES
EMPHATIZE
DEFINE
IDEATE
PROTOTYPE
TEST
PROTOTYPE & TEST
“Build to think and test to learn.”
“Testing is an opportunity to learnabout your solution and your user.”
FAIL FAST
FAIL CHEAP
LEARN RAPIDLY
PROTOTYPE & TEST : TEENAGE PREGNANCY
We chose the kitty condom, because we believe that kitty is cute and can
create meaning in condom, also we can make it thin to solve the excitement
problem. First, we put a kitty sticker on condom and go ask people how they
feel about this. They said that they love the kitty but they still think it is too thick.
We got back and screen the kitty on the condom. Now it is thinner and people
love it.
Mission #4PROTOTYPING
+ PREPARING PRESENTATION
WITHIN 40 MINUTES
PRESENTATION CONTENT#1
1. WHO IS YOUR TARGET?
2. WHAT IS THE PROBLEM?
3. WHAT DO YOU WANT TO DO?
WITHIN 3 MINUTES
FEEDBACK
I LIKE I WISH
PRESENTATION
EMPHATIZE
DEFINE
IDEATE
PROTOTYPE
TEST
DESIGN THINKING
UNDERSTANDING THE PROBLEM FINDING THE SOLUTION
USER-CENTRIC DESIGN
HUMAN WITH MIND AND HEART
HAVING THEIR OWN PERSONALITY
HAVING THEIR OWN LIFESTYLE
HAVING NEED THAT THEY DON’T KNOW
WHY?DESIGN THINKING
PERFECTIONTHAT’S THE MOST DISGUSTING WORD IN ENGLISH TONGUE
IF SOMETHING IS PERFECTTHEN THERE IS NOTHING LEFTTHERE IS NO ROOM FOR
IMAGINATIONOR PROGRESSIONWITHOUT BOTH, HUMAN CAN’T GO
FORWARD TO THE FUTURE AND THAT’S THE DOOM OF MANKIND
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Created byMac - Peesadech PechnoiMoo - Pantit WiwarintPueng - Apiwan DuangphummetBin - Attasit Poothanapibul