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Human Centered Design

       Satoru Tokuhisa

             id: dangkang
         See-D Contest 2012
     2012. 07.29(Sun)...
People's 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)...
BOP Product Design
Based on Ethnographic Design

          Satoru Tokuhisa

                id: dangkang
            See-D...
Agenda
•Ethnographic Design
 • Design Thinking
 • Ethnographic Design
 • Case Study
•BOP Product Design based on Ethnograp...
Self Introduction




        8
About
•Background
 • 2002.03 Bachelor in Political Science, Keio University
 • 2004.03 Master of Media and Governance, Kei...
About
•Specialities
  • Entertainment Computing
  • Design Research
  • Design Science
  • Design Philosophy
  • Playfulne...
About




htt://www.dangkang.com

          11
About




http://designthinking.dangkang.com
                12
Povie




  13
Povie




  14
Povie




  14
bouquet




http://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 ...
Design Thinking
•Definition
 • Put simply, it is a discipline that uses the designer’s sensibility and
   methods to match ...
IDEO - Tom Kelly
•Design Process
 • Understand
 • Observe
 • Visualize
 • Evaluate & Refine
 • Implement



Tom Kelley, The...
IDEO - Tim Brown
•Design Process
   • Inspiration
   • Ideation
   • Implementation




Tim Brown, Harvard Business Review...
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 Scho...
Ethnographic Design




         24
Ethnographic Design
•Ethnography/民族誌学
 • Definition
   • Description to express qualitative explanation of phenomena in the...
Ethnographic Design
•Ethnography/民族誌学
 • Thick Description
     • Explain not only behavior but also
        context for a...
Ethnographic Design
•Fieldwork
 • Oral data
   • Semi-Structural Interview
   • Focus Group
 • Visual data
   • Observatio...
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 ...
Ethnographic Design
•Tinkering
 • Sketch
   • Susan P. Wyche, Rebecca E.
     Grinter, Using Sketching to
     Support Des...
Ethnographic Design
•Modeling
 • User Model
   • Persona
   • Scenario
 • Work Model
   • To analyze user’s behavior based...
Ethnographic Design
•Modeling
 • Work Model
   • To analyze user’s behavior based on
     a hypothesis.




              ...
Ethnographic Design
•Modeling
   • Work Model
       • Flow Model




Ko-Hsun Huang and Yi-Shin Deng,
2008. Social Interac...
Ethnographic Design
•Modeling
   • Work Model
       • Sequence Model




Ko-Hsun Huang and Yi-Shin Deng,
2008. Social Int...
Ethnographic Design
•Modeling
   • Work Model
       • Cultural Model




Ko-Hsun Huang and Yi-Shin Deng,
2008. Social Int...
Ethnographic Design
•Modeling
   • Work Model
       • Artifact Model




Ko-Hsun Huang and Yi-Shin Deng,
2008. Social Int...
Ethnographic Design
•Modeling
 • Work Model
   • Physical Model




                      Ko-Hsun Huang and Yi-Shin Deng, ...
Ethnographic Design




         39
Ethnographic Design




         40
Ethnographic Design
•Evaluation
 • User study
 • Analysis
 • Feedback


 Eric Ries, The Lean Startup: How Today's Entrepre...
Ethnographic Design
•Case Study
 • atMOS
   • v1.0
   • 1.1
   • 2.0
 • MYSQ
 • Povie on Flash
 • Povie on iMode
 • Povie ...
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...
BOP Product Design
•BOP
 • Base of the Pyramid
   • Learn from life with nature
     cultivated from diverse cultures

   ...
HCD Toolkit by IDEO
•A free innovation guide for social enterprises and NGOs
 worldwide.




              http://www.ideo...
HCD Toolkit by IDEO
•Hear
 • Step1. Identify a Design Challenge
 • Step2. Recognize Existing Knowledge
 • Step3. Identify ...
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
  • St...
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 ...
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. De...
Supplement
•Deliver
 • Step2. Identify Capabilities for Delivering Solutions
   • Technologies

   • Techniques

   • Inte...
References




Cynthia E. Smith, Design for the Other 90%, Editions Assouline, 2007.

                                69
References




Paul Polak, Out of Poverty: What Works When Traditional Approaches
Fail, Berrett-Koehler Pub, 2009.
       ...
Design Process of Wanic




           71
See-D 1st
•2010.09-10 Ideation
 • Workshop on 9/25
   • Coconut as Resource
     • Perfect clean environment
     • Pure fl...
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)




                      ...
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




           ...
See-D 1st
•2010.09-10 Ideation
 • Workshop on 9/25
   • Coconut as Resource
     • Perfect clean environment
     • Pure fl...
See-D 1st
•2010.09-10 Development
 • Prototyping & Feasibility Test
   • Hardware - Toolkit
   • Software - Recipe
      •...
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
   • ETI...
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




                  ...
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!




                         ...
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 you...
What is your Interest?
•Thinking 2 interest ... 10min
  • 1. About your interest on Private Life (max. 3)
  • 2. About you...
What is your Interest?
•Talking your interest...1person x 1min x each interest
  • What is your interest?
  • When, Where,...
What is your Interest?



Your Interest         Your Story




                111
What is your Interest?

          Interest

Private
           Story




See-D



                     112
Structural Constructivism
•To overcome belief conflicts
•To prompt constructive collaboration
•Interest Based Relativity
 •...
Reference




西條剛央, ライブ講義 質的研究とは何か, 新曜社, 2007.

               114
Q&A



dangkang@kmd.keio.ac.jp




          115
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  1. 1. Human Centered Design Satoru Tokuhisa id: dangkang See-D Contest 2012 2012. 07.29(Sun) 10:30-13:00 1
  2. 2. People's Life First? 2
  3. 3. Sky is blue? 3
  4. 4. Human Centered Design? 4
  5. 5. Human Centered Design Satoru Tokuhisa id: dangkang See-D Contest 2012 2012. 07.29(Sun) 10:30-13:00 5
  6. 6. BOP Product Design Based on Ethnographic Design Satoru Tokuhisa id: dangkang See-D Contest 2012 2012. 07.29(Sun) 10:30-13:00 6
  7. 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 7
  8. 8. Self Introduction 8
  9. 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 9
  10. 10. About •Specialities • Entertainment Computing • Design Research • Design Science • Design Philosophy • Playfulness Design (ex. Funology) • BOP(Base of the Planet) Product Design • HCI4D, ICT4D 10
  11. 11. About htt://www.dangkang.com 11
  12. 12. About http://designthinking.dangkang.com 12
  13. 13. Povie 13
  14. 14. Povie 14
  15. 15. Povie 14
  16. 16. bouquet http://www.bouquet879.com 15
  17. 17. bouquet 16
  18. 18. bouquet 16
  19. 19. Ethnographic Design 17
  20. 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 18
  21. 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 19
  22. 22. IDEO - Tom Kelly •Design Process • Understand • Observe • Visualize • Evaluate & Refine • Implement Tom Kelley, The Art of Innovation, Crown Business, 2001. 20
  23. 23. IDEO - Tim Brown •Design Process • Inspiration • Ideation • Implementation Tim Brown, Harvard Business Review, 2008 21
  24. 24. Naohito Okude •Design Process 奥出直人,デザイン思考の道具箱,早川書房, 2007. 22
  25. 25. HPI d.school - Hasso Plattner •Design Process • Understand • Observe • Point of View • Ideate HPI School of Design Thinking • Prototype • Test 23
  26. 26. Ethnographic Design 24
  27. 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) 25
  28. 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. 26
  29. 29. Ethnographic Design •Fieldwork • Oral data • Semi-Structural Interview • Focus Group • Visual data • Observation • Photo • Video 27
  30. 30. Ethnographic Design •Fieldwork • iPad • IC recorder • Camera • Battery • Board(A4 or A3) 28
  31. 31. Ethnographic Design •Fieldwork • iPad • IC recorder • Camera • Battery • Board(A4 or A3) 29
  32. 32. Ethnographic Design •Tinkering • Sketch • Bill Buxton, Sketching User Experiences: Getting the Design Right and the Right Design, Morgan Kaufmann, 2007. 30
  33. 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. 31
  34. 34. Ethnographic Design •Modeling • User Model • Persona • Scenario • Work Model • To analyze user’s behavior based on your hypothesis • Service Model • Service Blue Print 32
  35. 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. 33
  36. 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. 34
  37. 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. 35
  38. 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. 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. 37
  40. 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. 38
  41. 41. Ethnographic Design 39
  42. 42. Ethnographic Design 40
  43. 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. 41
  44. 44. Ethnographic Design •Case Study • atMOS • v1.0 • 1.1 • 2.0 • MYSQ • Povie on Flash • Povie on iMode • Povie on iPhone 42
  45. 45. atMOS - Self Packaging Movie 43
  46. 46. version2.0 (2003) 44
  47. 47. version 1.0 (2002) 45
  48. 48. version 1.1 (2002) 46
  49. 49. version2.0 (2003) 47
  50. 50. MYSQ - My Style So Qute (2005) 48
  51. 51. 49
  52. 52. Povie on iMode (2009) 50
  53. 53. Povie on iPhone (2011) 51
  54. 54. Ethnographic Design 52
  55. 55. Ethnographic Design 53
  56. 56. BOP Product Design 54
  57. 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. 55
  58. 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 56
  59. 59. HCD Toolkit by IDEO •A free innovation guide for social enterprises and NGOs worldwide. http://www.ideo.com/work/human-centered-design-toolkit/ 57
  60. 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 58
  61. 61. HCD Toolkit by IDEO 59
  62. 62. HCD Toolkit by IDEO 60
  63. 63. 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
  64. 64. HCD Toolkit by IDEO 62
  65. 65. HCD Toolkit by IDEO 63
  66. 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 64
  67. 67. HCD Toolkit by IDEO 65
  68. 68. HCD Toolkit by IDEO 66
  69. 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. 67
  70. 70. Supplement •Deliver • Step2. Identify Capabilities for Delivering Solutions • Technologies • Techniques • Interest 68
  71. 71. References Cynthia E. Smith, Design for the Other 90%, Editions Assouline, 2007. 69
  72. 72. References Paul Polak, Out of Poverty: What Works When Traditional Approaches Fail, Berrett-Koehler Pub, 2009. 70
  73. 73. Design Process of Wanic 71
  74. 74. See-D 1st •2010.09-10 Ideation • Workshop on 9/25 • Coconut as Resource • Perfect clean environment • Pure fluid 72
  75. 75. See-D 1st •2010.08 1st Fieldwork 73
  76. 76. See-D 1st •2010.08 1st Fieldwork 74
  77. 77. See-D 1st •2010.08 1st Fieldwork 75
  78. 78. See-D 1st •2010.08 1st Fieldwork • iPad • IC recorder • Camera • Battery • Board(A4 or A3) 76
  79. 79. See-D 1st •2010.08 1st Fieldwork 77
  80. 80. See-D 1st •2010.08 1st Fieldwork 78
  81. 81. See-D 1st •2010.08 1st Fieldwork 79
  82. 82. See-D 1st •2010.08 Data Analysis & Modeling 80
  83. 83. See-D 1st •2010.08 Data Analysis & Modeling 81
  84. 84. See-D 1st •2010.08 2nd Fieldwork 82
  85. 85. See-D 1st •2010.08 2nd Fieldwork 83
  86. 86. See-D 1st •2010.09-10 Ideation • Workshop on 9/11-12 • Income Generating Tool • Fun! • Brewing 84
  87. 87. See-D 1st •2010.09-10 Ideation • Workshop on 9/25 • Coconut as Resource • Perfect clean environment • Pure fluid 85
  88. 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 86
  89. 89. See-D 1st •2010.10 1st Prototype 87
  90. 90. See-D 1st •2010.10 1st Prototype 88
  91. 91. See-D 1st •2011.10 1st Prototype 89
  92. 92. See-D 1st •2011.10 1st Prototype 90
  93. 93. See-D 1st •2010.10 1st Prototype 91
  94. 94. See-D 2nd •2010.11-2011.02 • Fieldwork • Wine Consultant@Yamanashi • Coconut Researcher@Nagoya • Founding • ETIC 92
  95. 95. See-D 2nd •2010.11-2011.02 • Prototyping ver2.0 93
  96. 96. See-D 2nd •2011.03 • User Test 94
  97. 97. See-D 2nd •2011.03 • User Test • Maker - East Timorese / Female • Consumer - Korean / Female 95
  98. 98. See-D 2nd •2011.03 • User Test@Caohagan island near Cebu 96
  99. 99. See-D 2nd •2011.03-05 • Prototyping ver.2.1 97
  100. 100. See-D 2nd •2011.03-05 • Prototyping ver.2.1 98
  101. 101. See-D 2nd •2011.05 99
  102. 102. See-D 2nd •2011.05 100
  103. 103. 2011.06-Present •2011.11 • Prototyping@Cebu with WAKUWORK 101
  104. 104. 2011.06-Present •2012.02-03 • Prototyping@Laos with LAODI 102
  105. 105. 2011.06-Present •2012.08 • General Incorporated Association Wanic • Prototyping@Cebu *new! 103
  106. 106. Workshop 104
  107. 107. How do you find hidden needs? 105
  108. 108. How do you find hidden needs? 106
  109. 109. How do you find hidden needs? 107
  110. 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 108
  111. 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) 12:50-13:00 109
  112. 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 13:00-13:30 110
  113. 113. What is your Interest? Your Interest Your Story 111
  114. 114. What is your Interest? Interest Private Story See-D 112
  115. 115. Structural Constructivism •To overcome belief conflicts •To prompt constructive collaboration •Interest Based Relativity • For your team building • For your building interview questionnaire 113
  116. 116. Reference 西條剛央, ライブ講義 質的研究とは何か, 新曜社, 2007. 114
  117. 117. Q&A dangkang@kmd.keio.ac.jp 115
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