Interviewing Humans

1. Design, Business, and Innovation Amanda Lastella
Design Thinking, Tim Brown
Created step-by-step representation of process of creating design
innovation

2. Design, Business, and Innovation Amanda Lastella
Design Thinking, Tim Brown
Inspiration
- Considers problem facing business/ community
- Technology, constraints, seeking out new ideas

3. Design, Business, and Innovation Amanda Lastella
Design Thinking, Tim Brown
Ideation
- Proposed solutions
- Creation of MANY prototypes
- Communication

4. Design Thinking, Critical Question 1
Design, Business, and Innovation Amanda Lastella
What could happen if an innovator doesn’t test his or her prototype,
and instead moves on to the production phase of a product?
“Companies are not required to provide any safety data when they notify the agency about a
new chemical, and they rarely do it voluntarily…”
Ian Urbina: “Think those Chemicals have been Tested?”, New YorkTimes

5. Design Thinking, Critical Question 2
Design, Business, and Innovation Amanda Lastella
Why is communication a key component of the design thinking
process?
“…failure to ask important relevant questions”
Dennis S. Gouran: “A Critical Analysis of Factors Related to Decisional Processes
Involved in the Challenger Disaster“

6. Design, Business, and Innovation Amanda Lastella
Going Deeper, Seeing Further…
Consider the background of the costumers/ consumers

7. Going Deeper, Seeing Further…
Layer those backgrounds to find patterns/ consistencies
Design, Business, and Innovation Amanda Lastella

8. Going Deeper, Seeing Further…
See whether or not extreme ends of a spectrum can offer insight
into issue
Design, Business, and Innovation Amanda Lastella

9. Going Deeper, Seeing Further…
Learn about backgrounds of employees within
company
- Can they be shifted?
Design, Business, and Innovation Amanda Lastella

10. Going Deeper, Seeing Further…
Look into backgrounds of all people involved in business/
economic network
Design, Business, and Innovation Amanda Lastella

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Ethnographic Research, Friends Eating at Cafeteria
-both participants
appear interested
and engaged with
one another
Design, Business, and Innovation Amanda Lastella

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Ethnographic Research, Walking to Art Studio
-girl on right
helping girl on left
carry art supplies
(black supply box)
Design, Business, and Innovation Amanda Lastella

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Ethnographic Research, Watching Various EditedVideos
-guy presenting
app he found to
rest of group
Design, Business, and Innovation Amanda Lastella

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Ethnographic Research, Playing the Piano
-guy presenting
different pieces
on piano
-girl on left tries
to join in on
occasion
Design, Business, and Innovation Amanda Lastella

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Ethnographic Research, Filming
-guy using app
found on
phone to
record due to
lack of camera
equipment
Design, Business, and Innovation Amanda Lastella

16. Ethnographic Research, Notes on Participants
-the guy in the group appears deeply interested in film making,
including the girl wearing the black leather jacket in various edited
videos
Design, Business, and Innovation Amanda Lastella

17. Ethnographic Research, Additional Notes
-girl in black leather jacket likes to get involved and help others
carry equipment/ record content
Amanda LastellaDesign, Business, and Innovation

18. Ethnographic Research, Additional Notes
-girl in blue sweatshirt involved in art class, works outside on projects,
has a lot of supplies to carry around campus with her
Amanda LastellaDesign, Business, and Innovation

19. -the ability to carry around equipment was limiting to all three
participants
-the two girls: art equipment
-the guy: camera/ filming equipment
Ethnographic Research Findings
Design, Business, and Innovation Amanda Lastella

20. Design, Business, and Innovation Amanda Lastella
Interviewing Humans
Interview’s main focus: the participants
-Interviewer there merely as a guide

21. Design, Business, and Innovation Amanda Lastella
Interviewing Humans
Do NOT include personal stories/ anecdotes

22. Design, Business, and Innovation Amanda Lastella
Interviewing Humans
Since focus is on the participant, make him or her feel at ease
-Helps participant open up

23. Design, Business, and Innovation Amanda Lastella
Interviewing Humans
Listen more than you speak
-Goal is to gain more information from this person, keep that
focus

24. Design, Business, and Innovation Amanda Lastella
Interviewing Humans
Clarify vague answers
- “Why is that?”, “Tell me more about that.”