This slide deck is the introductory slide deck for a course on design thinking and innovation. It has been taught at Chalmers University of Technology, Sweden. All slides are released under creative commons. Feel free to use them in your education program and let us know about the results and feel free to comment regarding improvements.
This PowerPoint helps students to consider the concept of infinity.
Design Thinking and Innovation course - Day 3 - Design Ethnography
1. TEK495 - Design & Innovation
Day 3
DESIGN ETHNOGRAPHY
TEK495
Kira Krämer, Lisa Carlgren, Fredrik Garneij, Jan Schmiedgen,
Ingo Rauth
September 9, 2015
2. TEK495 - Design & Innovation
2
Slide/Exercise Time Material Facilitator
Prepare
Re-Arrange room to work group
island mode
Print: Facilitator instructions
Bring: Marshmallow material
All
Warm-up 10 min none Ingo
Group reflection diary conversation 10 min none / use new process Ingo
Design Ethnography intro & test
your interview skills
25 min Kira
Coffee break 15 min none
Group interivew (Q&A) with
challange/project owner
marker, whiteboard Kira - Lisa, Fredrik (support)
LUNCH
Interview basics - iterating
theoretical inputs and testing by
interviewing each other - based on
the desk research and own
experience
50 min Kira - Lisa, Fredrik (support)
Coffee Break 15 min
Interview with students,
administrators and supervisors
which come to class
45 min Interview questions developed during the previous
45 min
Kira
Coffee Break
Reflection on interviewing,
summary and observation (marhs
mallow exercise)
20, 20, 5min (homework intro) Kira, Ingo
3. TEK495 - Design & Innovation
Reflection
#2 Interviewing
Think about one reflection you want to
share in 30 sec.
4-5x share reflection in 30 sec, the others
try to sketch the main idea.
Reflect upon your reflections
2 min
5 min
5 min
6. TEK495 - Design & Innovation
Learn to ask
better questions!
THE GOAL
7. TEK495 - Design & Innovation
Design Ethnography
Better questions, better understanding.
Ethnography literally means “writing about people groups”.
Ethnography is a method (discipline) that helps to
understand the social, politcal and environmental
dimensions of a society from a member’s perspective.
#1 Introduction
8. TEK495 - Design & Innovation
Design Ethnography
#1 Introduction
People: behavior, choices, emotions, mental models
Personal context: life situation, social environment like
family, friends, colleagues and peer-groups
Broader context: institutions, processes, society as a whole,
ecosystems
Interconnectedness of these factors
10. TEK495 - Design & Innovation
Why we need ethnography …
#1 Introduction
Clear Vision
Team Alignment
Stakeholder Communication
Better understanding, better documentation: user
perspective becomes more powerful
11. TEK495 - Design & Innovation
Design ethnography in the process
#1 Introduction
PROTOTYPE
explore
the
problem
redefine
the
problem
develop
&
learn
about ideas &
problem
s
EMPATHIZE IDEATE
idea
generation
DEFINE TEST
12. TEK495 - Design & Innovation
Three ways to gain understanding
#1 Introduction
Listening
Looking
Experiencing
13. TEK495 - Design & Innovation
Three ways to gain understanding
#1 Introduction
15. TEK495 - Design & Innovation
CHALLENGE:
“How to improve the preparation
for the master thesis experience.”
#2 Interviewing
16. TEK495 - Design & Innovation
Your first interview
Dan Paulin
▪ Vice Head of Department for
Education, Technology
Management and Economics
▪ Senior Lecturer, Technology
Management and Economics
▪ Senior Lecturer at the Division of
Operations Management.
#2 Interviewing
17. TEK495 - Design & Innovation
Your first interview: Exercise
Collect questions silently
write down each on one sticky note
Share in team
Discuss briefly and select 5
questions
#2 Interviewing
2min
5min
4/5x
1min
23. TEK495 - Design & Innovation
Experts & Stakeholders
A helpful but biased view?
Enable Limit
(Insider) Knowledge
Meta-View
Power & Connections
Deeply rooted in
existing system
“Blind” for user perspective
Reluctant to profound changes
+ -
Image Credit: Straight Face by Clara Joy, The Noun Project
24. TEK495 - Design & Innovation
Understanding the topic
Expert and newbie at the same time?
25. TEK495 - Design & Innovation
117
Existing
Material
Stories from
friends
Desk
Research
Dan’s Input
Your
experience
Own
thoughts
Understanding the topic
…
26. TEK495 - Design & Innovation
Knowledge Download
Understanding the topic
Preparation for interviews
Empty your mind
Find something you didn’t know yet!
Open up to kill your assumptions
27. TEK495 - Design & Innovation
Knowledge Download: Exercise
Write down areas of interest
“Finding a topic for master thesis”
Write down hypotheses
“Students have difficulites to find a topic.”
Share with team
Understanding the topic
1min
1min
4/5x
1min
31. TEK495 - Design & Innovation
Finding advice for master thesis
topic
“Where did you look for advice
when searching for a thesis
topic?”
No one knows about the
consultation services offered by
the faculty. True?
#2 Interviewing
Questionnaire
Topic
Opener
Hypothesis
32. TEK495 - Design & Innovation
QUESTIONNAIRE: EXERCISE
#2 Interviewing
Select 3 topics
Add hypotheses to each topic
3min
3min
33. TEK495 - Design & Innovation
General opening quesion
#2 Interviewing
Questionnaire
Finding advice for master thesis
topic
“Where did you look for advice
when searching for a thesis
topic?”
No one knows about the
consultation services offered by
the faculty. True?
34. TEK495 - Design & Innovation
Are you working on a master
thesis currently?
Are you planning to write your
master thesis in the next 6
month?
...
#2 Interviewing
Questionnaire
Finding advice for master thesis
topic
“Where did you look for advice
when searching for a thesis
topic?”
No one knows about the
consultation services offered by
the faculty. True?
35. TEK495 - Design & Innovation
Questionnaire: Exercise
#2 Interviewing
Select 3 topics
Add hypotheses to each topic
Add general opening question(s)
5min
3min
1min
36. TEK495 - Design & Innovation
User Interviewes Round 1: Exercise
#2 Interviewing
Split in subteams of two (three) and grab
your questionnaire
Go outside and try to conduct one or two
interviews with someone
Goal: Try to fond something interesting in
one of the three topics
1min
15min
40. TEK495 - Design & Innovation
The Art of Asking Questions
1. Setting
2. Questions
#2 Interviewing
41. TEK495 - Design & Innovation
Setting
▪ Aim for a facilitated conversation
▪ Pay attention to:
▪ Space
▪ Roles
▪ Mindset
#2 Interviewing
42. TEK495 - Design & Innovation
Setting: Space
▪ Choosing the right space
▪ Take care of drinks & snacks
▪ If necessary, meet users in their environment
#2 Interviewing
43. TEK495 - Design & Innovation
Setting: Roles
Agree on
▪ Conversation Lead
▪ Documenter
▪ Observer
#2 Interviewing
44. TEK495 - Design & Innovation
Setting: Mindset
Be a true Listener!
▪ Non-judgemental
▪ Non-teaching
▪ Empathy, not necessary sympathy
▪ Beginner’s Mindset
#2 Interviewing
45. TEK495 - Design & Innovation
Quesitons
Asking the right questions & asking them right!
Pay attention to:
▪ Types of Questions
▪ Way of Asking
▪ Mindset
#2 Interviewing
46. TEK495 - Design & Innovation
Types of questions
#2 Interviewing
Facts:
▪ What, Where, When
▪ How many, How often,
How long etc.
47. TEK495 - Design & Innovation
Story & Emotional:
How?
helps to get user into
narrating a sequence or a
story
Why?
▪ explore the underlying
motivations or influences
▪ to dig deeper
Types of questions
#2 Interviewing
Facts:
▪ What, Where, When
▪ How many, How often,
How long etc.
48. TEK495 - Design & Innovation
Tipps & Tricks
▪ Don’t stop with your first “Why?”
▪ Ask for best / worst experiences instead of
“What do you like / hate?”
▪ Switch between emotions and facts.
▪ Listen and save a keyword.
#2 Interviewing
49. TEK495 - Design & Innovation
Way of asking: Demo
How to do a proper interview … NOT
#2 Interviewing
50. TEK495 - Design & Innovation
Rules: Way of Asking
#2 Interviewing
▪ 80/20 - accept silence
▪ Open questions
▪ Clear questions, one question per time
▪ No interpretations yet
▪ Digging deep, not jumping topics too quickly
▪ No solutions at this point of time (Park them)
▪ Not asking for solutions (People don’t know)
▪ Clear roles
51. TEK495 - Design & Innovation
The Anatomy of an Interview
#2 Interviewing
52. TEK495 - Design & Innovation
Mindset
▪ Following the stories
▪ Leading with questions
#2 Interviewing
53. TEK495 - Design & Innovation
User interviews round 2: Exercise
#2 Interviewing
Grab questionnaire. Choose an interview
partner from this course - someone you
don’t know yet
Interview him/her
Goal: Get one interesting story
2min
2x3min
1min
54. TEK495 - Design & Innovation
Cheat Sheet
▪ Introduce yourself
▪ Get the newbie attitude
▪ Start with your conversation
▪ 80/20
▪ Open questions
▪ Aim for stories
▪ Ask Why?
▪ Build on what your interviewee tells you.
#2 Interviewing
55. TEK495 - Design & Innovation
User interviews round 2: Exercise
#2 Interviewing
Second round interviews
Try to dog deeper
Goal: Ask 3 times Why in a row
2x3min
3min
1min
56. TEK495 - Design & Innovation
Iteration & Putting it all together
57. TEK495 - Design & Innovation
Iteration and putting it all together
Write down your most burning topics /
questions / hypotheses
Share with team
Iterate questionnaire with max 5 topics
Prepare settings & decide on roles
#2 Interviewing
2min
1min
10min
2min
59. TEK495 - Design & Innovation
User interviews round 3: Exercise
15min
Split in sub-teams & lead one interview
Second interview
#2 Interviewing
15min
67. TEK495 - Design & Innovation
OBSERVATION
Start noticing the little things
68. TEK495 - Design & Innovation
OBSERVATION
Start noticing the little things
69. TEK495 - Design & Innovation
OBSERVATION
Start noticing the little things
70. TEK495 - Design & Innovation
Marshmallow exercise
Action Team (10min)
▪ Build the Tallest Freestanding Structure
▪ The Entire Marshmallow Must be on Top: The entire
marshmallow needs to be on the top of the structure.
Cutting or eating part of the marshmallow disqualifies
the team.
▪ Use as much or as little of the Kit
▪ Break up the Spaghetti, String or Tape
Observing Team (2min):
Watch the teams. What dynamics can you notice? Body
language?
#3 Observation
77. TEK495 - Design & Innovation
Readings
Hall, E. (2013). Just Enough Research. New York.
Portigal, S. (2013). Interviewing Users: How to Uncover
Compelling Insights (1st edition). Brooklyn, New York:
Rosenfeld Media.
Young, I. (2015). Practical Empathy: For Collaboration and
Creativity in Your Work (1st edition). Brooklyn, NY: Rosenfeld
Media.
#2 Interviewing
80. TEK495 - Design & Innovation
Homework
1.) Write your reflections
2.) Practice interviewing: Do 1 Interview with 1 master
student from Chalmers (15min+). TAKE NOTES!
3.) Practice immersion by trying to understand:
a.) Master Thesis webpage at Chalmers
b.) Master Thesis at Dept of TME
c.) Ask yourself if you would know what to do after getting
these informaiton.
The better your notes, the better your synthesis.
Design Ethnography
82. TEK495 - Design & Innovation 82
“Focus on the user.”
IDEO, Stanford d.school
83. TEK495 - Design & Innovation
Interview fail script (facilitator)
Faciliator’s sheet
Theme: Grocery shopping & cooking
1. We only talk to each other.
2. Involve the interview but ask questions that already entail the answer: „You
like cooking, right!“
3. Ask open questions, but interrupt.
4. Let them finish talking, but summarize in a judgemental statement, „Aha, so
you are an eco-fanatic!“
5. Don’t follow up on what was answered, but jump to the next question.
6. Think in solutions right away: „She needs an eco friendly ...“
7. Ask for solutions
8. Roles are unclear.