6. BOP Product Design
Based on Ethnographic Design
Satoru Tokuhisa
id: dangkang
See-D Contest 2012
2012. 07.29(Sun) 10:30-13:00
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7. Agenda
•Ethnographic Design
• Design Thinking
• Ethnographic Design
• Case Study
•BOP Product Design based on Ethnographic Design
• Theory / Method - HCD Toolkit by IDEO
• Design Process of Wanic
•Workshop
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9. About
•Background
• 2002.03 Bachelor in Political Science, Keio University
• 2004.03 Master of Media and Governance, Keio University Graduate
School of Media and Governance
• 2004.06 UTUTU Co., Ltd. Co-Founder (-2010.09)
• 2007.09 PhD in Media and Governance, Keio University Graduate
School of Media and Governance
• 2008.04 Keio University Advanced Research Center, Assistant Professor
(-2009.03)
• 2009.04 Keio University Graduate School of Media Design, Project
Senior Assistant Professor
• 2009.07 Sikake Co-Founder
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10. About
•Specialities
• Entertainment Computing
• Design Research
• Design Science
• Design Philosophy
• Playfulness Design (ex. Funology)
• BOP(Base of the Planet) Product Design
• HCI4D, ICT4D
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20. Design Thinking
•Definition
• Put simply, it is a discipline that uses the designer’s sensibility and
methods to match people’s needs with what is technologically feasible
and what a viable business strategy can convert into customer value
and market opportunity.
- Tim Brown, Harvard Business Review, 2008
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21. Design Thinking
•Definition
• Put simply, it is a discipline that uses the designer’s sensibility and
methods to match people’s needs with what is technologically feasible
and what a viable business strategy can convert into customer value
and market opportunity.
- Tim Brown, Harvard Business Review, 2008
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22. IDEO - Tom Kelly
•Design Process
• Understand
• Observe
• Visualize
• Evaluate & Refine
• Implement
Tom Kelley, The Art of Innovation, Crown Business,
2001.
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23. IDEO - Tim Brown
•Design Process
• Inspiration
• Ideation
• Implementation
Tim Brown, Harvard Business Review, 2008
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27. Ethnographic Design
•Ethnography/民族誌学
• Definition
• Description to express qualitative explanation of phenomena in the human
society based on fieldwork.
• Cultural and Social Anthropologist
• Margaret Mead, Coming of Age in Samoa (1928)
• Claude Lévi-Strauss, Tristes Tropiques (1955)
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28. Ethnographic Design
•Ethnography/民族誌学
• Thick Description
• Explain not only behavior but also
context for a person who don’t
know the situation at all
Geertz, Clifford. "Thick Description: Toward an
Interpretive Theory of Culture". In The Interpretation of
Cultures: Selected Essays. (New York: Basic Books,
1973) 3-30.
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29. Ethnographic Design
•Fieldwork
• Oral data
• Semi-Structural Interview
• Focus Group
• Visual data
• Observation
• Photo
• Video
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32. Ethnographic Design
•Tinkering
• Sketch
• Bill Buxton, Sketching User
Experiences: Getting the
Design Right and the Right
Design, Morgan Kaufmann,
2007.
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33. Ethnographic Design
•Tinkering
• Sketch
• Susan P. Wyche, Rebecca E.
Grinter, Using Sketching to
Support Design Research in
New Ways: A Case Study
Investigating Design and
Charismatic Pentecostalism
in Sao Paulo, Brazil,
iConference 2012, 63-71,
2012.
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34. Ethnographic Design
•Modeling
• User Model
• Persona
• Scenario
• Work Model
• To analyze user’s behavior based on
your hypothesis
• Service Model
• Service Blue Print
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35. Ethnographic Design
•Modeling
• Work Model
• To analyze user’s behavior based on
a hypothesis.
Hugh Beyer, Karen Holtzblatt, Contextual Design:
Defining Customer-Centered Systems, Morgan
Kaufmann, 1997.
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36. Ethnographic Design
•Modeling
• Work Model
• Flow Model
Ko-Hsun Huang and Yi-Shin Deng,
2008. Social Interaction Design in
Cultural Context: A Case Study of a
Traditional Social Activity. International
Journal of Design, Vol.2, No.2.
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37. Ethnographic Design
•Modeling
• Work Model
• Sequence Model
Ko-Hsun Huang and Yi-Shin Deng,
2008. Social Interaction Design in
Cultural Context: A Case Study of a
Traditional Social Activity. International
Journal of Design, Vol.2, No.2.
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38. Ethnographic Design
•Modeling
• Work Model
• Cultural Model
Ko-Hsun Huang and Yi-Shin Deng,
2008. Social Interaction Design in
Cultural Context: A Case Study of a
Traditional Social Activity. International
Journal of Design, Vol.2, No.2.
36
39. Ethnographic Design
•Modeling
• Work Model
• Artifact Model
Ko-Hsun Huang and Yi-Shin Deng,
2008. Social Interaction Design in
Cultural Context: A Case Study of a
Traditional Social Activity. International
Journal of Design, Vol.2, No.2.
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40. Ethnographic Design
•Modeling
• Work Model
• Physical Model
Ko-Hsun Huang and Yi-Shin Deng, 2008. Social Interaction Design
in Cultural Context: A Case Study of a Traditional Social Activity.
International Journal of Design, Vol.2, No.2.
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43. Ethnographic Design
•Evaluation
• User study
• Analysis
• Feedback
Eric Ries, The Lean Startup: How Today's Entrepreneurs
Use Continuous Innovation to Create Radically
Successful Businesses, Crown Business, 2011.
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57. BOP Product Design
•BOP
• Bottom of the Pyramid
• the billions of people living on less
than $2 per day
C.K. Prahalad, The Fortune at the Bottom of the
Pyramid, Wharton School Publishin, 2004.
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58. BOP Product Design
•BOP
• Base of the Pyramid
• Learn from life with nature
cultivated from diverse cultures
• Offer to the world proudly with
new global standard
竹村真一，地球大学講義録，日本経済新聞出版社, 2011
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59. HCD Toolkit by IDEO
•A free innovation guide for social enterprises and NGOs
worldwide.
http://www.ideo.com/work/human-centered-design-toolkit/
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60. HCD Toolkit by IDEO
•Hear
• Step1. Identify a Design Challenge
• Step2. Recognize Existing Knowledge
• Step3. Identify People to Speak With
• Step4. Choose Research Method
• Step5. Develop an Interview Approach
• Step6. Develop Your Mindset
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66. HCD Toolkit by IDEO
•Deliver
• Step1. Develop a Sustainable Revenue Model
• Step2. Identify Capabilities for Delivering Solutions
• Step3. Plan a Pipeline of Solutions
• Step4. Create an Implementation Timeline
• Step5. Plan Mini-Pilots and Iteration
• Step6. Create a Learning Plan
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69. Supplement
•Hear
• Step6. Develop Your Mindset
• Specialities on BOP field
1. Complexities of Environments
2. Designer’s Interest and The Local People’s Interest.
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88. See-D 1st
•2010.09-10 Development
• Prototyping & Feasibility Test
• Hardware - Toolkit
• Software - Recipe
• Only Coconuts Juice
• Using Coconut Shell
• Package / Logo Design
• Business Model
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110. What is your Interest?
•Thinking 2 interest ... 10min
• 1. About your interest on Private Life (max. 3)
• 2. About your interest on See-D Contest (max. 3)
•Talking your interest...1person x 1min x each interest
• What is your interest?
• When, Where, From Whom Why, and How do you have the interest?
• Please include detail information like talking with a master at a Bar
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111. What is your Interest?
•Thinking 2 interest ... 10min
• 1. About your interest on Private Life (max. 3)
• 2. About your interest on See-D Contest (max. 3)
12:50-13:00
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112. What is your Interest?
•Talking your interest...1person x 1min x each interest
• What is your interest?
• When, Where, From Whom Why, and How do you have the interest?
• Please include detail information like talking with a master at a Bar
13:00-13:30
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113. What is your Interest?
Your Interest Your Story
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114. What is your Interest?
Interest
Private
Story
See-D
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115. Structural Constructivism
•To overcome belief conflicts
•To prompt constructive collaboration
•Interest Based Relativity
• For your team building
• For your building interview questionnaire
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