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BOP Product Design BOP Product Design Presentation Transcript

  • Human Centered Design Satoru Tokuhisa id: dangkang See-D Contest 2012 2012. 07.29(Sun) 10:30-13:00 1
  • Peoples Life First? 2
  • Sky is blue? 3
  • Human Centered Design? 4
  • Human Centered Design Satoru Tokuhisa id: dangkang See-D Contest 2012 2012. 07.29(Sun) 10:30-13:00 5
  • BOP Product DesignBased on Ethnographic Design Satoru Tokuhisa id: dangkang See-D Contest 2012 2012. 07.29(Sun) 10:30-13:00 6
  • 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 7
  • Self Introduction 8
  • 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 9
  • About•Specialities • Entertainment Computing • Design Research • Design Science • Design Philosophy • Playfulness Design (ex. Funology) • BOP(Base of the Planet) Product Design • HCI4D, ICT4D 10
  • Abouthtt://www.dangkang.com 11
  • Abouthttp://designthinking.dangkang.com 12
  • Povie 13
  • Povie 14
  • Povie 14
  • bouquethttp://www.bouquet879.com 15
  • bouquet 16
  • bouquet 16
  • Ethnographic Design 17
  • 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 18
  • 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 19
  • IDEO - Tom Kelly•Design Process • Understand • Observe • Visualize • Evaluate & Refine • ImplementTom Kelley, The Art of Innovation, Crown Business,2001. 20
  • IDEO - Tim Brown•Design Process • Inspiration • Ideation • ImplementationTim Brown, Harvard Business Review, 2008 21
  • Naohito Okude•Design Process奥出直人,デザイン思考の道具箱,早川書房,2007. 22
  • HPI d.school - Hasso Plattner•Design Process • Understand • Observe • Point of View • Ideate HPI School of Design Thinking • Prototype • Test 23
  • Ethnographic Design 24
  • 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) 25
  • 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 allGeertz, Clifford. "Thick Description: Toward anInterpretive Theory of Culture". In The Interpretation ofCultures: Selected Essays. (New York: Basic Books,1973) 3-30. 26
  • Ethnographic Design•Fieldwork • Oral data • Semi-Structural Interview • Focus Group • Visual data • Observation • Photo • Video 27
  • Ethnographic Design•Fieldwork • iPad • IC recorder • Camera • Battery • Board(A4 or A3) 28
  • Ethnographic Design•Fieldwork • iPad • IC recorder • Camera • Battery • Board(A4 or A3) 29
  • Ethnographic Design•Tinkering • Sketch • Bill Buxton, Sketching User Experiences: Getting the Design Right and the Right Design, Morgan Kaufmann, 2007. 30
  • 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. 31
  • Ethnographic Design•Modeling • User Model • Persona • Scenario • Work Model • To analyze user’s behavior based on your hypothesis • Service Model • Service Blue Print 32
  • 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. 33
  • Ethnographic Design•Modeling • Work Model • Flow ModelKo-Hsun Huang and Yi-Shin Deng,2008. Social Interaction Design inCultural Context: A Case Study of aTraditional Social Activity. InternationalJournal of Design, Vol.2, No.2. 34
  • Ethnographic Design•Modeling • Work Model • Sequence ModelKo-Hsun Huang and Yi-Shin Deng,2008. Social Interaction Design inCultural Context: A Case Study of aTraditional Social Activity. InternationalJournal of Design, Vol.2, No.2. 35
  • Ethnographic Design•Modeling • Work Model • Cultural ModelKo-Hsun Huang and Yi-Shin Deng,2008. Social Interaction Design inCultural Context: A Case Study of aTraditional Social Activity. InternationalJournal of Design, Vol.2, No.2. 36
  • Ethnographic Design•Modeling • Work Model • Artifact ModelKo-Hsun Huang and Yi-Shin Deng,2008. Social Interaction Design inCultural Context: A Case Study of aTraditional Social Activity. InternationalJournal of Design, Vol.2, No.2. 37
  • 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. 38
  • Ethnographic Design 39
  • Ethnographic Design 40
  • Ethnographic Design•Evaluation • User study • Analysis • Feedback Eric Ries, The Lean Startup: How Todays Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses, Crown Business, 2011. 41
  • Ethnographic Design•Case Study • atMOS • v1.0 • 1.1 • 2.0 • MYSQ • Povie on Flash • Povie on iMode • Povie on iPhone 42
  • atMOS - Self Packaging Movie 43
  • version2.0 (2003) 44
  • version 1.0 (2002) 45
  • version 1.1 (2002) 46
  • version2.0 (2003) 47
  • MYSQ - My Style So Qute (2005) 48
  • 49
  • Povie on iMode (2009) 50
  • Povie on iPhone (2011) 51
  • Ethnographic Design 52
  • Ethnographic Design 53
  • BOP Product Design 54
  • 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. 55
  • 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 56
  • HCD Toolkit by IDEO•A free innovation guide for social enterprises and NGOs worldwide. http://www.ideo.com/work/human-centered-design-toolkit/ 57
  • 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 58
  • HCD Toolkit by IDEO 59
  • HCD Toolkit by IDEO 60
  • HCD Toolkit by IDEO• Create • Step1. Develop Your Approach • Step2. Share Stories • Step3. Identify Patterns • Step4. Create Opportunity Areas • Step5. Brainstorm New Solutions • Step6. Make Ideas Real • Step7. Gather Feedback 61
  • HCD Toolkit by IDEO 62
  • HCD Toolkit by IDEO 63
  • 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 64
  • HCD Toolkit by IDEO 65
  • HCD Toolkit by IDEO 66
  • Supplement•Hear • Step6. Develop Your Mindset • Specialities on BOP field 1. Complexities of Environments 2. Designer’s Interest and The Local People’s Interest. 67
  • Supplement•Deliver • Step2. Identify Capabilities for Delivering Solutions • Technologies • Techniques • Interest 68
  • ReferencesCynthia E. Smith, Design for the Other 90%, Editions Assouline, 2007. 69
  • ReferencesPaul Polak, Out of Poverty: What Works When Traditional ApproachesFail, Berrett-Koehler Pub, 2009. 70
  • Design Process of Wanic 71
  • See-D 1st•2010.09-10 Ideation • Workshop on 9/25 • Coconut as Resource • Perfect clean environment • Pure fluid 72
  • See-D 1st•2010.08 1st Fieldwork 73
  • See-D 1st•2010.08 1st Fieldwork 74
  • See-D 1st•2010.08 1st Fieldwork 75
  • See-D 1st•2010.08 1st Fieldwork • iPad • IC recorder • Camera • Battery • Board(A4 or A3) 76
  • See-D 1st•2010.08 1st Fieldwork 77
  • See-D 1st•2010.08 1st Fieldwork 78
  • See-D 1st•2010.08 1st Fieldwork 79
  • See-D 1st•2010.08 Data Analysis & Modeling 80
  • See-D 1st•2010.08 Data Analysis & Modeling 81
  • See-D 1st•2010.08 2nd Fieldwork 82
  • See-D 1st•2010.08 2nd Fieldwork 83
  • See-D 1st•2010.09-10 Ideation • Workshop on 9/11-12 • Income Generating Tool • Fun! • Brewing 84
  • See-D 1st•2010.09-10 Ideation • Workshop on 9/25 • Coconut as Resource • Perfect clean environment • Pure fluid 85
  • 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 86
  • See-D 1st•2010.10 1st Prototype 87
  • See-D 1st•2010.10 1st Prototype 88
  • See-D 1st•2011.10 1st Prototype 89
  • See-D 1st•2011.10 1st Prototype 90
  • See-D 1st•2010.10 1st Prototype 91
  • See-D 2nd•2010.11-2011.02 • Fieldwork • Wine Consultant@Yamanashi • Coconut Researcher@Nagoya • Founding • ETIC 92
  • See-D 2nd•2010.11-2011.02 • Prototyping ver2.0 93
  • See-D 2nd•2011.03 • User Test 94
  • See-D 2nd•2011.03 • User Test • Maker - East Timorese / Female • Consumer - Korean / Female 95
  • See-D 2nd•2011.03 • User Test@Caohagan island near Cebu 96
  • See-D 2nd•2011.03-05 • Prototyping ver.2.1 97
  • See-D 2nd•2011.03-05 • Prototyping ver.2.1 98
  • See-D 2nd•2011.05 99
  • See-D 2nd•2011.05 100
  • 2011.06-Present•2011.11 • Prototyping@Cebu with WAKUWORK 101
  • 2011.06-Present•2012.02-03 • Prototyping@Laos with LAODI 102
  • 2011.06-Present•2012.08 • General Incorporated Association Wanic • Prototyping@Cebu *new! 103
  • Workshop 104
  • How do you find hidden needs? 105
  • How do you find hidden needs? 106
  • How do you find hidden needs? 107
  • 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 108
  • 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) 12:50-13:00 109
  • 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 13:00-13:30 110
  • What is your Interest?Your Interest Your Story 111
  • What is your Interest? InterestPrivate StorySee-D 112
  • Structural Constructivism•To overcome belief conflicts•To prompt constructive collaboration•Interest Based Relativity • For your team building • For your building interview questionnaire 113
  • Reference西條剛央, ライブ講義 質的研究とは何か, 新曜社, 2007. 114
  • Q&Adangkang@kmd.keio.ac.jp 115