BOP Product Design

1. Human Centered Design Satoru Tokuhisa id: dangkang See-D Contest 2012 2012. 07.29(Sun) 10:30-13:00 1

2. People's Life First? 2

3. Sky is blue? 3

4. Human Centered Design? 4

5. Human Centered Design Satoru Tokuhisa id: dangkang See-D Contest 2012 2012. 07.29(Sun) 10:30-13:00 5

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. 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. Self Introduction 8

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. 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. About htt://www.dangkang.com 11

12. About http://designthinking.dangkang.com 12

13. Povie 13

14. Povie 14

15. Povie 14

16. bouquet http://www.bouquet879.com 15

17. bouquet 16

18. bouquet 16

19. Ethnographic Design 17

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. 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. IDEO - Tom Kelly •Design Process • Understand • Observe • Visualize • Evaluate & Reﬁne • Implement Tom Kelley, The Art of Innovation, Crown Business, 2001. 20

23. IDEO - Tim Brown •Design Process • Inspiration • Ideation • Implementation Tim Brown, Harvard Business Review, 2008 21

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. HPI d.school - Hasso Plattner •Design Process • Understand • Observe • Point of View • Ideate HPI School of Design Thinking • Prototype • Test 23

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. 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. Ethnographic Design •Fieldwork • Oral data • Semi-Structural Interview • Focus Group • Visual data • Observation • Photo • Video 27

30. Ethnographic Design •Fieldwork • iPad • IC recorder • Camera • Battery • Board(A4 or A3) 28

31. Ethnographic Design •Fieldwork • iPad • IC recorder • Camera • Battery • Board(A4 or A3) 29

32. Ethnographic Design •Tinkering • Sketch • Bill Buxton, Sketching User Experiences: Getting the Design Right and the Right Design, Morgan Kaufmann, 2007. 30

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. 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. 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. 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. 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. 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. 37

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

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. Ethnographic Design •Case Study • atMOS • v1.0 • 1.1 • 2.0 • MYSQ • Povie on Flash • Povie on iMode • Povie on iPhone 42

45. atMOS - Self Packaging Movie 43

46. version2.0 (2003) 44

47. version 1.0 (2002) 45

48. version 1.1 (2002) 46

49. version2.0 (2003) 47

50. MYSQ - My Style So Qute (2005) 48

51. 49

52. Povie on iMode (2009) 50

53. Povie on iPhone (2011) 51

56. BOP Product Design 54

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. 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. 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. 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. HCD Toolkit by IDEO 59

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

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

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. Supplement •Deliver • Step2. Identify Capabilities for Delivering Solutions • Technologies • Techniques • Interest 68

71. References Cynthia E. Smith, Design for the Other 90%, Editions Assouline, 2007. 69

72. References Paul Polak, Out of Poverty: What Works When Traditional Approaches Fail, Berrett-Koehler Pub, 2009. 70

73. Design Process of Wanic 71

74. See-D 1st •2010.09-10 Ideation • Workshop on 9/25 • Coconut as Resource • Perfect clean environment • Pure ﬂuid 72

75. See-D 1st •2010.08 1st Fieldwork 73

78. See-D 1st •2010.08 1st Fieldwork • iPad • IC recorder • Camera • Battery • Board(A4 or A3) 76

82. See-D 1st •2010.08 Data Analysis & Modeling 80

83. See-D 1st •2010.08 Data Analysis & Modeling 81

84. See-D 1st •2010.08 2nd Fieldwork 82

85. See-D 1st •2010.08 2nd Fieldwork 83

86. See-D 1st •2010.09-10 Ideation • Workshop on 9/11-12 • Income Generating Tool • Fun! • Brewing 84

87. See-D 1st •2010.09-10 Ideation • Workshop on 9/25 • Coconut as Resource • Perfect clean environment • Pure ﬂuid 85

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. See-D 1st •2010.10 1st Prototype 87

94. See-D 2nd •2010.11-2011.02 • Fieldwork • Wine Consultant@Yamanashi • Coconut Researcher@Nagoya • Founding • ETIC 92

95. See-D 2nd •2010.11-2011.02 • Prototyping ver2.0 93

96. See-D 2nd •2011.03 • User Test 94

97. See-D 2nd •2011.03 • User Test • Maker - East Timorese / Female • Consumer - Korean / Female 95

98. See-D 2nd •2011.03 • User Test@Caohagan island near Cebu 96

99. See-D 2nd •2011.03-05 • Prototyping ver.2.1 97

100. See-D 2nd •2011.03-05 • Prototyping ver.2.1 98

101. See-D 2nd •2011.05 99

102. See-D 2nd •2011.05 100

103. 2011.06-Present •2011.11 • Prototyping@Cebu with WAKUWORK 101

104. 2011.06-Present •2012.02-03 • Prototyping@Laos with LAODI 102

105. 2011.06-Present •2012.08 • General Incorporated Association Wanic • Prototyping@Cebu *new! 103

106. Workshop 104

107. How do you ﬁnd hidden needs? 105

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. 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. 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. What is your Interest? Your Interest Your Story 111

114. What is your Interest? Interest Private Story See-D 112

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. Reference 西條剛央, ライブ講義質的研究とは何か, 新曜社, 2007. 114

117. Q&A dangkang@kmd.keio.ac.jp 115

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