User Research For Npd (Copy)

User Research for Product Innovation 用户研究与产品设计创新 prepared by benny ding leong . Asian Lifestyle Design Research Lab (ALDL ) School of Design . H.K. Polytechnic University 11 . 05. 2008

Content 內容 : I Know why III IV Know how Sample cases 如何 ? 为何 ? Know what II 何为 ? 案例

I 为何要学习 / 采用用户研究 ? Know- why ?

anticipate change 1 应对转变

消费者与生产的关系在剧变中… .. Dramatic changes are going on today in the relationship between producers/service providers and consumers.

随着博客、播客的兴起和互联网络的联通… .. with the up-rise of blogging, podcasting and networking in the Internet….. Consumers now have access to: • more information new products & services (e.g. from producers & other consumers) • a full range of alternative products/ services

消费者成为企业业务导向的重要影响…… Consumers are now having big influence on business direction of companies…..

消费者 Consumer 公司 Company Company 公司旧范式 old paradigm 新范式 new paradigm Consumer 消费者

例如 : 渐冒起於新媒体的“用户创制内容” 现已对传统广播业造成了极大的影响…… For example, ‘User-generated Content’ as an emerging paradigm shift started from new media and is now affecting the traditional broadcasting industry……..

例如 : 渐冒起於新媒体的“用户创制内容” 现已对传统广播业造成了极大的影响…… For example, ‘User-generated Content’ as an emerging paradigm shift started from new media and is now affecting the traditional broadcasting industry…….. 英国广播电台围绕用户制作内容如博客和家庭录影等重建其网站 BBC is restructuring its website around user-generated content such as blogs and home video…… New Media 新媒体旧媒体 Old Media zi

这种“用户引导”的范式逐渐对制造业的业务惯性产生冲击。 This ‘user led’ paradigm gradually causing impact to the practices of manufacturing industry.

这种“用户引导”的范式逐渐对制造业的业务惯性产生冲击。 This ‘user led’ paradigm gradually causing impact to the practices of manufacturing industry. MySpace (advertisement creation) ( 广告创作 ) “ 2Talk About” (feedback network) ( 反馈网络 )

“ 摩托罗拉是最好的手机？绝对不是 ! 菜单是几年来我见过最原始的， RAZR 的按键实在极不方便使用…… . 这部电话的功能是 2004 年的了……” Nickname: Ordxpres “ Motorola the best phone? Never! Their menus are the most primitive I have seen in years. The buttons on RAZR (or other crap) are so inconvenient to use …..…..this phone has features dating back to 2004……” 评价日期： 2006 年 9 月 11 日 9:40 分 Date reviewed: Sep 11, 2006 9:40 AM 引用对摩托罗拉 RAZR 的反馈… .. Quoted feedbacks for Moto’s Razr…..

“ 我用 RAZR 是因为别人也用 , 不是因为好用的……现在我买了一部 N70, 这是我用过最好的手机 , 是 RAZR 远不能比的… .RAZR 经常死机 , 发信息时很慢。诺基亚却像我的电脑一样可以浏览 , 不可与 RAZR 同日而语。新诺基亚的终生 fans ！” Nickname: ChicagoGuy27 “ I have a Razr just because people had it? Not because it worked well…..Now I bought a Nokia N70. The best phone I have had yet. The RAZR sucks by far in comparison…… Razr freezes and is always so slow when I'm trying to send a quick text. While Nokia can browse like my PC's browser. Can't say the same for the RAZR. New Nokia fan for life!” 评价日期： 2006 年 9 月 11 日 8:37 分 Date reviewed: Sep 11, 2006 8:37 AM

Samsung (12.2%), LG (7.2%), Sony Ericsson (6.9%) 诺基亚市场份额上升了 35%, 2006 年第一季度销售 7500 万部手机 ( 单位销售额上升 40%) 。 Nokia’s market share up 35%, selling 75 million handsets (unit sale up 40%) in the 1 st quarter in 2006 2006 (1 st quarter) 2005 (4 th quarter) 35% 17.8% 16.9% 33%

Nigel Morris - Isobar 数码网络首席执行官说 : CEO Isobar – digital network 2006

“ It’s not about company’s message any more……It’s all about whose consumers are telling best stories about the company….” Nigel Morris - Isobar 数码网络首席执行官说 : CEO Isobar – digital network 2006 “ 企业想要传递什麽讯息已不再重要…… . 重要的是哪家企业的消费者对它说出赞赏的故事… .. ”

当今消费者有绝对的发言权 Consumer has the ‘SAY’ today 公司要更用心听取消费者的意见！ Company has to listen more to consumer!

professional need 2 专业需求

一件工业产品共存着三种创新可能性 : A product (e.g. mobile phone ) co-exist 3 innovation possibilities: 1 2 3 概念 ( 应用） Idea (Application) 性能 ( 工艺） Function (Engineering) 形式 ( 美学） Form (Aesthetics)

很多设计师以为 : 我们应能胜任探索设计的… . Most designers think: we are competent to explore…… 1 2 3 概念 ( 应用） Idea (Application) 性能 ( 工艺） Function (Engineering) 形式 ( 美学） Form (Aesthetics)

事实上我们没有多少发言权 , 直至我们了解用户的需求！ In fact we have NO ‘say’ until we learn from users what they want! 1 2 3 概念 ( 应用） Idea (Application) 性能 ( 工艺） Function (Engineering) 形式 ( 美学） Form (Aesthetics)

别忘记工业设计的本质。 Remember, the nature of Industrial Design.

设计从使用开始 , 设计是用户的喉舌 ! Design start with the issue of ‘use’ and design should be responsive to users! 用户 user 产品 product 设计师 designer engineer 工程师

物理 Physical 认知 Cognitive 感性 Emotion 用户在产品使用上的关注点 : 3 user’s concerns on the use of a mobile phone design

设计人多精于外观感性设计一项… mostly designers seems excel on the exploration of ‘Emotion’…. 物理 Physical 认知 Cognitive 感性 Emotion

社会 Social 文化 Cultural 了解消费者需求 , 有助开发更好的设计！ Understanding users by means of practice of user research will help us to explore them all! 物理 Physical 认知 Cognitive 感性 Emotion

了解消费者 ? 这不是长久以来商业实践中的一部分吗 …… ? Understanding consumer? Has it been part of most business practices for long ago? 1960s – it was very much rely on… 消费者 consumers 市场营销 marketing

problems of marketing 3 市场营销的问题

市场营销是…… Marketing is about……… 获取市场资讯游说顾客撰购分析市场形势 1 2 3

这有什么问题？ What wrong with this? ? 获取市场资讯游说顾客撰购分析市场形势 1 2 3

Consumer as groups Marketing 1) 将消费者以人口统计数据方式作群组式的市场划分。

segmentation by means of demographic data

(age, gender, income, ethnic group, etc.,– quantitative driven)

collective research techniques developed

(survey, questionnaires, focus groups…)

这有什么问题？ What wrong with this?

并多以焦点小组形式进行调研… 消费者 Consumer as groups 焦点小组 focus group

technique emerged in 1960’s in the US

effective way in generating ideas, insights from segmented groups

focus group

人们可以被以下因素所影响…

people can be influenced by…

受小组里别人所说的影响

others people in a group

说他们认为你想听的

say what they think you want to hear

他们认为的‘正确答案’

what they think is the correct answer

focus group 2) 太依赖人们说他们做了些什么… relied too much on what people SAY they do…

focus group A man buying pants pulling out underwear in back to find out the size…. Some men don’t even know their clothing size 不能太依赖人们说的因为… can’t rely on what people SAY….. a] 人们不能清楚地描述他们在无意识状态下所做的事情… people can’t articulate things that they did unconsciously ……

focus group b] 或者甚至记起那些他们有意识地去做的事情… or even remember things that they did consciously ….

问题在 80-90 年代更加明显了！ Issues became apparent in the 80s- 90s ！

消费者变得更加个性化

user become more individualistic

追求个人喜好，需求及想望

they pursue personal interests, needs and wants

Examples: Subtle variations in products for anyone’s needs – toothpaste Tartar control, whitening, baking soda, etc. Gel, paste, strips, etc. 在 80 年代消费者变得更加个体化！ consumers were becoming very individualistic during the beginning of 80s ！

User 1980s - as individuals 在 80 年代消费者变得更加个体化！ consumers were becoming very individualistic during the beginning of 80s ！要掌握更个体化市场的转向，需寻找一种新的消费者调研方式… A need to look for a new approach …..

用户研究 User Research : ) 它便是用户研究！ consumers were becoming very individualistic during the beginning of 80s ！

微软 Microsoft: 关于中国移民劳动力人口的交互设计探索 An Exploration in Interface Design for the Chinese Migrant Worker Population http://research.microsoft.com/acid/migrant_workers.pdf: 英特尔 Intel: 推动科技创新的人种学研究角色 - 来自亚洲的课题 The Role of Ethnographic Research In Driving Technology Innovation - Lessons from Inside Asia http://www.intel.com/research/exploratory/papr/inside_asia_lessons.htm : 惠普 Hewlett Packard: 萨姆卢森特发起重要的研究项目。邀请来自设计 , 市场 , 研发等各个部门成员以及外部顾问 - 深入全球 28 个家庭生活 , 旨在了解惠普是否与客户“同生活同呼吸” Sam Lucente launched a major research project. He involved members from all departments -- design, marketing, R&D, even outside consultants -- to immerse themselves in the lives and homes of 28 families around the world. The goal was to make sure that HP was "living and breathing with the customer," Lucente says. http://www.businessweek.com/magazine/content/06_25/b3989435.htm: 现今很多创新公司已采用了用户主导设计创新 ! Most innovative companies do employ user-centered design innovation!

Toyota

GE

P&G

Nokia

IBM

Samsung

Dell

IDEO

BMW

IKEA

Amazon

Wal-Mart

Southwest Airlines

现今很多创新公司已采用了用户主导设计创新 !

Whirlpool design propelled Whirlpool’s front-loading washer from a 0% share to 40% share within its first year on the market. 設計使惠而浦在前置式洗衣機市場上只用一年的時間便取得 40% 的市場佔有率

Because of findings from a user research, P&G came up with ‘Swiffer’ in 2004, a revolutionary dry mop using electrostatic attraction. It helps to create a US$ 1 billion new market for P&G. Procter & Gamble 宝洁因为用户调查的启发 , 宝洁推出用静电引吸的 ‘ Swiffer’ 干拖把 , 为其创造了十亿美元的新市场。

II 什么是用户研究 ? Know- what ?

什么是用户研究 What is user research? 60s - 消费者 Consumer 作为群体市场 Marketing 用户 User 80s - 作为个体人类学 Anthropology

User Research is a relatively new field of research pioneered in the U.S. / Europe employed by multinational corporations in its R&D development process to help identify potential user needs for insights to create new innovative products/services and hence new market.

Being developed in the last decade …. borrowed from the field of Social Science and has been applied for design.

companies which practice user research: Hewlett Packard, Intel, Microsoft, P&G, GE, Samsung and Philips

用户研究是一种在欧美较先被跨国公司采用的新领域研究。用于发掘用户潜在的需求，以协助产品服务的创新和新市场的开拓。什么是用户研究 What is user research?

用户研究是一种在欧美较先被跨国公司采用的新领域研究。用于发掘用户潜在的需求，以协助产品服务的创新和新市场的开拓。 User Research is a relatively new field of research pioneered in the U.S. / Europe employed by multinational corporations in its R&D development process to help identify potential user needs for insights to create new innovative products/services and hence new market. 什么是用户研究 What is user research? ?

Level of needs latent tacit explicit needs surface deep 需求层次表面深层次明显的隐性的潜藏的所说所想行为使用所知感觉梦想 know feel dream do use say think user

explicit needs surface Level of needs deep 明显的隐性的潜藏的 latent tacit 需求层次所说所想行为使用所知感觉梦想表面深层次 know feel dream do use say think user say 所说 Learn from do 行为 make 制作

60s - as groups 80s - as individuals Anthropology 人类学 Marketing 市场学 00s - as one of us Psychology 心理学 consumer, user or people ? 作为个体作为群体作为其中一份子消费者、用户或一般人 ? Consumer 消费者 User 用户 People 民众 evaluative empathetic 客观评估主观代入

consumer people user marketing psychology anthropology Sonicrim 2003 ways of study - user needs 研究的途径 - 用户需求市场学心理学人类学

Sonicrim 2003 过去所说行为所说制作制作未来

latent explicit needs tacit say Learn from do make know feel dream do use say think people 表面 Surface 深层次 deep 访问 interviews 调研技术观察 observations 工作坊 generative session

consumer people user marketing psychology anthropology

workbook

photo journal

lab log/ user diary

disposable camera

contextual inquiry

focus group

guide tour

draw an experience

personal collection

hobbies’ creation

generative session

collage

questionnaire survey

interviews

activity analysis

rapid ethnography

shadowing

用户调研与市场调查的区别 .. difference between user research & market research……

用户调研 User research 市场调查 Market research 用户调研与市场调查的区别 .. difference between user research & market research…… 1) 在真实情境下观察人们的行为和态度。 Observe people’s behavior and attitudes in their actual environments 多在抽离的情境下实施调查、问卷和目标族群的访谈。 Conduct surveys, questionnaires, focus groups on consumers attitudes out of actual environments.

用户调研 User research 市场调查 Market research 用户调研与市场调查的区别 .. difference between user research & market research…… 依据数字 ( 用户说了什麽 !) Based on numbers (what user SAY!) 2) 依据可察看模式（用户做了什么 ! ） Based on observable patterns (what user DO !) 1) 在真实情境下观察人们的行为和态度。 Observe people’s behavior and attitudes in their actual environments 多在抽离的情境下实施调查、问卷和目标族群的访谈。 Conduct surveys, questionnaires, focus groups on consumers attitudes out of actual environments.

用户调研 User research 市场调查 Market research 用户调研与市场调查的区别 .. difference between user research & market research…… 3) 以质的调研为主。 quality driven research 以量的调研为主。 quantity driven research

用户调研 User research 市场调查 Market research 用户调研与市场调查的区别 .. difference between user research & market research…… 4) 探索用户未来的需求 / 意欲。 Probe into user’s Future desires 了解消费者现有 / 过去的需求。 Understand consumer’s Existing/ Past desires 3) 以质的调研为主。 quality driven research 以量的调研为主。 quantity driven research

用户调研 User research 市场调查 Market research 用户调研与市场调查的区别 .. difference between user research & market research…… 5) 启发新的灵感。 inspire new ideas 降低不确定性。 reduce uncertainty

用户调研 User research 市场调查 Market research 用户调研与市场调查的区别 .. difference between user research & market research…… 6) 创造非现有的产品类别。 Create non-existing product categories 评估现有产品。 Evaluation existing products 5) 启发新的灵感。 inspire new ideas 降低不确定性。 reduce uncertainty

brief introduction of observation & interview 简单介绍观察和访谈的方法

observing behaviors , experiences when it happens

People in their environment , not in a lab

a i) 观察的目的 Purpose of observation 观察 Observation

在人们所处身的环境中去观察 , 而不是在实验室中

观察用户当时的行为及他们的经历

ii) 观察的种类 Types of observation -Participant / Non-participant -Obtrusive / Unobtrusive -Natural / Artificial -Disguised / Non-disguised -Structured / Unstructured -Direct / Indirect - 参与的 / 非参与的 - 闯入的 / 非闯入的 - 自然的 / 人为的 - 伪装的 / 非伪装的 - 有组织的 / 无组织的 - 直接的 / 间接的

- 参与的 / 非参与的 ( join a group to study group dynamic) - 闯入的 / 非闯入的 ( undetected– hidden camera or video) - 自然的 / 人为的 ( natural happening / created situation --invite user to perform a task) - 伪装的 / 非伪装的 ( whether participant know being researched) - 有组织的 / 无组织的 ( planned check-list : observation sheets) - 直接的 / 间接的 ( first-hand or review later  recorded) ii) 观察的种类 Types of observation

ii) 观察的种类 Types of observation 例如 : - 家庭览察 Home-tour (direct home visit with a team) - 探访商铺 Shop-visit ( observed what people look at, buy & say) - 伪装购物 Mystery shopping ( pretend to be a customer!) - 图片日记 photo diary ( given disposable camera / or specific log book to users) - 垃圾分析 Garbage analysis ( search through garbage to see what people use)

访谈 Interview

Less expensive way to obtain

users’ views and opinions about things

their perception and expectation

their desire & preference

b i) 访问目的 Purpose of interview

用花费少的途径去获得…

用户对事物的观点和意见

他们的观念和期望

他们的需求和期望

ii) 访问的种类 Types of interview - structured / open-structured - general / in-depth - direct / indirect - prearrange / intercept - 结构的 / 开放结构的 - 广泛的 / 深入的 - 直接的 / 间接 - 预先安排的 / 随机的

ii) 访谈的种类 Types of interview - 结构的 / 开放结构的 (questionnaire / discussion guide ) - 广泛的 / 深入的 (general questioning / focus for in-depth probing ) - 直接的 / 间接 ( face to face / via phone/ video conference) - 预先安排的 / 随机的 ( with appointment / interview people on the road)

III 如何操作 ? Know- how ?

observation a 观察

关键问题 Key issues 1. Who is doing what ? 2. Where & when ? 3. How are they doing? 1. 谁在做什么 ? (what they want to attain?) 2. 何地及何时 ? (does context matter much?) 3. 他们是怎么做的 ? (what are the limitations?)

观察研究的一些重点 Basics for observation 1. 想得到的结果先于方法 / 工具 Needs before methods & tools! 要找什么 What you need to find out ? 方法 / 工具 Methods & tools ?

e.g. e.g. direct observation of interaction e.g. review at pictures / video e.g. fixed video / photo journal e.g. shadowing / dairy e.g. observe objects they used 观察研究的一些重点 Basics for observation

需要第一手资料么 ?

被动观察是否合适呢 ?

环境改变 : 办公室 / 家 ?

要观察的情形是否频繁发生 ?

过于隐密的观察？

2. 你想研究谁？ Who you want to study? 那种用户 from Whom ? 观察研究的一些重点 Basics for observation

拟定目标用户的撰择基准 (interests, exposure, experience, education, role, age, gender, etc.)

样本数量的撰择

- ethnographic research  10 – 40

- subjects in Tandem  min. 2 subjects

- usability testing  10 minimum and 30 is the best

观察研究的一些重点 Basics for observation 2. 你想研究谁？ Who you want to study?

3. 草拟研究计划 draft a plan … 如何实施 How to carry it out ? 方法 / 工具 Methods & tools ? 那种用户 from Whom ? 要找什么 What you need to find out ? 观察研究的一些重点 Basics for observation

Roles (who do what)? Process / tasks flow ? Tools (note pad, camera/ video etc.)? 观察研究的一些重点 Basics for observation

角色 ( 谁干什么 )?

任务流程 ?

工具（记事本，照相机 / 录像机？

3. 草拟研究计划 draft a plan …

Tips 提示 :

A) 非参与观察 non-participate observation (e.g. ethnography)

non-influential 非影响

camera / video is a must 相机 / 录像机

note taking 笔记 (as many as possible! icons use 多用图标！ )

B) 参与观察 participate observation (e.g. home visit)

appropriate no. & mixed gender of researchers 适当的调研人数 / 性别搭配

assign roles: observer/ cameraman 指定角色：观察员 / 摄影师（减少滋扰）

camera, audio recorder, etc. 照相机，录音机等。

interview b 访谈

关键问题 Key issues 4. Why are they doing it? (what intention / motivation?) 1. Who is doing what ? (what they want to attain?) 2. Where & when ? (does context matter much?) 3. How are they doing? (what are the limitations?) 他们为什么要做这个 ? ( 意图 / 动机是什么 ?)

Need first-hand finding? Observing passively is ok? Context change: office/home? Situation happen frequently? Too intimate to observe? Clarify why people do things ? e.g. e.g. direct observation e.g. review at pictures / video e.g. fixed video / photo journal e.g. shadowing / dairy e.g. observe objects they used e.g. on-site questioning / probing 关键问题 Key issues 弄清楚人们为什么要这样做 ?

访谈的基本须知 Basics for interview 1. Define what you want to know! 2. List issues to be covered 3. Prepare questioning guide (e.g. ‘questionnaire’ or ‘discussion guide’) 1. 确定什么是你想知道的 ! 2. 把涉及的问题列个清单 3. 准备提问指南 ( 例如 : 问卷调查 / 讨论指引 )

访谈的基本须知 Basics for interview 1. Define what you want to know! 2. List issues to be covered 3. Prepare questioning guide (e.g. ‘questionnaire’ or ‘discussion guide’) 1. 确定什么是你想知道的 ! 2. 把涉及的问题列个清单 3. 准备提问指南 ( 例如 : 问卷调查 / 讨论指引 ) 切记在正式方调研时要测试问卷、讨论指引等…

Flexible

use ‘discussion guide’ -- allow possibility to explore new unexpected areas

Use your own language

Start broad/ general

Make transition from broad to specifics naturally, participants will lead there by themselves.

提示 Tips (as a discussion 讨论指引 ) :

灵活

使用‘讨论指南’ – 允许探索新的意想不到领域的可能性

使用自己的语言

从广泛 / 一般开始

使广泛到具体的过渡很自然 , 参与者将会自我引导。

Let participant lead

Give sufficient pause; No rush to next question

(Learn the art of Silence)

- mostly participant will fill in the blanks

- May be important for revelation

numbers of samples?

- contextual inquiry  10 – 40 (focus group: 6 – 10)

让参与者带领

给予足够的暂停 ; 不要急于下一个问题 ( 学习沉默的艺术 )

- 大部分参与者将会填补空白

- 可能使重要的提示

有多少样本 ?

- 背景访查  10 – 40 ( 焦点小组 : 6 – 10)

Tips 提示 (for questioning) :

不要影响回答

[1] 口语  提问

例如 :

错误 :

“ 你认为这个产品质量差吗 ?”

较好的 :

“ 你认为这个产品有质量问题吗 ?”

更好的 :

“ 你怎么看这个产品的质量 ” ?

不要影响反应

[1] 口语  反应

例如 :

错误 :

受访者 : “ 这个产品会让我看起来很差劲 …”

研究员 : “ 是的 ”

较好的 :

研究员 : “ 我明白 ”

更好的 :

研究员 : “ 啊。为什么呢 ?”

例如 :

绝对地错误 :

受访者在研究员面前做了一件尴尬的事情，研究员即时大笑起来！

不要影响反应

[1] 口语  反应

不要影响反应

[ 2 ] 非口语的  面部表情

例如：

错误 :

表现得不感兴趣或者没有耐心

较好 :

保持客观 , 但同时也表现感兴趣 ( 做一个聆听者 )

[ 好的 , 我明白 ]

切记保持客观

表现感兴趣及做一个聆听者

例如

错误 :

同意 / 不同意任何回答

较好 :

如果想知道更多  问 : 为什么 ?”

( 也许是你需要的线索 )

探求意思

- 不要只满足於 “是”或“不是”的答案 / 问题

- 以发问去深入探求 : 为什么 ? 是什么 ? 怎样 ?

例如 :

受访者 : “ 我想我不会用它”

研究员 : “ 为什么 ?”

受访者 : “ 它不适合我”

研究员 : “ 您的意思是… ..?”

受访者 : “ 我觉得它过时了…… ..”

深入探求

- 深入探求通过使用 ‘ 5 个为什么 ?’ (IDEO 方法卡 )

例如 :

1. “ 你为什么锻炼 ?”

受访者 : “ 因为这样会健康”

2. “ 为什么这样会令您健康 ?”

受访者 : “ 因为它可以提高心跳率”

3. “ 为什么重要 ?”

受访者 : “ 这样我可以燃烧更多卡路里”

4. “ 为什么想燃烧更多卡路里 ?”

受访者 : “ 因为想减去一些体脂… .”

5 . “ 你为什么要减肥 ?”

受访者 : “ 我觉得社会压力需要看起来体形好…”

对观察及访谈的总结 conclusion

以诚恳态度建立互信

要先获得受访者答允 / 签订同意书

不要令受访者感到难为

尽量不影响研究对象 / 不予判断

要耐心及礼貌

多采用不侵扰方式

对用户所说的一切保持兴趣

不要阻碍回应

鼓励进一步的回应

对受访者要作出适当的补赏

做好资料保密工作

访谈亦可用作 … ..

测试设汁概念

咨询专家意见

对观察及访谈的总结 conclusion

IV 案例 Sample cases

‘ 优化购物体验’ ‘ enhance shopping experience ’ 奇葩的“顾景工程” the ‘visioneering’ process of Ziba

奇葩简介 brief information about Ziba

Name: Ziba design (since 1984) Founder: Sohrab Vossoughi Location: Portland, san jose, Taipei, Tokyo 名称 : 奇葩设计 ( 创立于 1984 年 ) 创立人 : 苏立柯苏李地区 : 波特兰 , 圣何塞 , 台北 , 东京

奇葩提供广泛的设计服务…… ( 产品设计 , 环境设计 , 互动设计 , 传达设计 , 研究和策划…… ) Ziba offers wide range of design and related service……product design, environment design, interaction design, communication design, research & planning

prepared by Benny Ding Leong 04.10.2006 . School of Design . Hong Kong Polytechnic University “ 顾景工程”的流程 the process of ‘Visioneering’

有助产生恰当创新的一种程序化方法 a process approach that help to produce appropriate innovation visioneering process design Understand Make abstract real Latent needs, Attitudes Values Observation Scenario (analysis) concept generation Modeling 制作抽象了解真实

两项 IDEO 设计流程的重点 2 key aspects of IDEO process

2 key aspects of IDEO process

用人为本 :

在设计活动不同的程序中鼓励集体创作。

People : collective effort has been encouraged throughout various design activities such as analysis, insights for opportunities, concept design and synthesis.

analysis Insight Conceptualization Synthesis 分析洞察概念化合成观察 Observation 头脑风暴 Brainstorming 原型制作 Prototyping 实施 Implementation

客户为先 :

在设计流程中尽量让用户和顾客参予设计或评估新构思或解决方案。

customers : IDEO engage end users and clients throughout the design process to evaluate the desirability of new ideas and possible solutions.

analysis Insight Conceptualization 用户 end users 客户 client Synthesis 分析洞察概念化合成 2 key aspects of IDEO process 观察 Observation 头脑风暴 Brainstorming 原型制作 Prototyping 实施 Implementation

个案完 end of cases

the end 谢谢 ! prepared by benny ding leong . Asian Lifestyle Design Research Lab (ALDL ) 11 . 05. 2008