Stanford Peace Innovation Lab: ITBA Argentina workshop day 2

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  • 1. DESIGNINGINTERVENTIONSITBA Workshop Day 2Mark Nelson & Margarita QuihuisStanford Peace Innovation LabITBA, Buenos AiresNovember 14, 2012
  • 2. Goals• Behavior Design Overview• Design Thinking Overview (abbreviated)• Create a Design Brief• Create a prototype per the design brief (to apply theprocess)• Test (measure effectiveness - what preliminary data canwe collect?)• Present your solution
  • 3. But First A Moment For Reflection
  • 4. Checking In on the Experience So FarWe have been:• Fast• Hands On• Team Oriented• Results Oriented
  • 5. Behavior Design Overview• Fogg Behavior Model• Behavior Grid• Designing for Action
  • 6. Fogg Behavior Model
  • 7. MotivationSocialCohesionSensation Anticipation
  • 8. Ability• Time• Money• Physical Effort• Brain Cycles• Social Deviance• Non-RoutineIncreased Simplicity = Increased Ability
  • 9. Simplicity Matters
  • 10. Chain The BehaviorsTriggers can lead to a chain of behaviors so...start with the simplest effective behavior...(in startups, this would be minimum viable product)
  • 11. Floss one tooth
  • 12. Fogg Behavior Grid
  • 13. Persuasive Technology Design LoopPick aTechnologyPlatformPick a PositiveEngagementBehaviorChoose a MetricCreate FastInterventionPrototypesMeasure Impactof PrototypesRepeat
  • 14. DESIGN THINKINGOVERVIEW
  • 15. Design Framework• Empathize• Define• Ideate• Prototype• Test
  • 16. Field ResearchYour goal in engaging in early ethnography research is notto validate a specific set of questions you have to get astatistically relevant answer. Your goal is to step back,watch and listen, and be inspired and surprised by whatstakeholders of your chosen brand have to offer you.Remember this rule.
  • 17. Key Take Aways1 USERUnpack their emotional state.2 EXPERIENCEMap the user’s journey through.3 GAPSIdentify gaps in the experience.
  • 18. Field Research Guidelines1. GO WITH A FRIENDThis makes it a lot more fun and a whole lot more manageable. Switch back and forthbeing the person who engages and the person who documents + photographs2. BE PREPAREDBring a notebook, a camera and backup material (like business cards). Practice yourintroduction i.e. “Hi, I’m a student working on . . . “3. GET IN THEIR SHOESFeel the experience to really truly understand it. This also allows you to build rapport andempathize with other users very quickly.4. PERSIST W. RESPECTYou will fail to engage a lot. People will turn you down for one reason or other. Do not bediscouraged. Try multiple channels at multiple times. Be patient.5. MINE THE GAPSWatch for contradictions. If someone is saying positive things about a brand but isfrowning or pausing awkwardly, ask why. And vice versa.6. SHOW AND TELLIf you feel comfortable, ask your user to show you what he means, by sharing with youartifacts or miming. You never know what you’ll learn.
  • 19. PROTOTYPING
  • 20. Prototyping• For Empathy• To Test• To Decide• User Driven• Wizard of Oz
  • 21. Prototyping StepsStart by gaining empathy.1. InterviewNotes from your first interview2. Dig DeeperNotes from your second interviewReframe the Problem3. Capture FindingsGoals and wishesInsights4. Take a Stand with a Point of ViewIdeate: Generate Alternatives to Test5. Sketch at least 3 radical ways to meetyour user’s needs6. Share your solutions & capturefeedbackIterate based on feedback7. Reflect and generate a new solutionsketch your big idea, note detailsBuild and Test8. Build your solutionMake something your user can interactwith9. Share your solution and get feedbackwhat workedwhat can be improvedquestionsideas
  • 22. DESIGN BRIEF
  • 23. Elements of A Design Brief• It tells a story• Features protagonists• Vignette that illustrates the situation we want to address• Solution’s design constraints are defined
  • 24. Thought Experiment: Paper or Plastic
  • 25. Paper or Plastic?
  • 26. Prototyping StepsStart by gaining empathy.1. InterviewNotes from your first interview2. Dig DeeperNotes from your second interviewReframe the Problem3. Capture FindingsGoals and wishesInsights4. Take a Stand with a Point of ViewIdeate: Generate Alternatives to Test5. Sketch at least 3 radical ways to meetyour user’s needs6. Share your solutions & capturefeedbackIterate based on feedback7. Reflect and generate a new solutionsketch your big idea, note detailsBuild and Test8. Build your solutionMake something your user can interactwith9. Share your solution and get feedbackwhat workedwhat can be improvedquestionsideas
  • 27. Contact UsMargarita Quihuis, Director, Stanford Peace Innovation Labquihuis@stanford.eduMark Nelson, researcher, Stanford Peace Innovation Labnelsonmm@stanford.eduWebsite: Http://peaceinnovation.stanford.eduTwitter: @peacedotFacebook PeaceDot Page: http://www.facebook.com/peacedotFacebook Peace Innovation Page: http://www.facebook.com/peaceinnovation