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2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
1
1©	
  UT	
  i.school,	
  All	
  rights	
  reserved	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
2
School for Innovation, i.school,	
  The	
  University	
  of	
  Tokyo	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
3
Guest facilitators	
  
	
  
Hayato	
  Shin	
  
i.lab:	
  
Researcher	
  
	
  
Jun	
  Murakoshi	
  
i.lab:	
  
Product	
  Designer	
  
Yu	
  Ogawa	
  
UTokyo	
  i.school:	
  
Assistant	
  Director	
  
i.club	
  
Managing Director	
  
	
  Hiroshi	
  Tamura	
  
UTokyo	
  i.school:	
  
Founder/ExecuJve	
  Fellow	
  
Re:public:	
  
Co-founder	
  
	
  
	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
4
Goals of this series:	
  
Understand the entire process of creating innovation	
  
Learn to provide a concept idea	
  
Understand the process of coming up with a concept idea	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
5
Format of this series	
  
5 lectures	
   3	
  workshops	
  
	
  
① 	
  4/16	
  [FoundaJon	
  and	
  methodology	
  in	
  
creaJng	
  innovaJon]	
  
② 	
  4/23	
  [Understanding	
  1:	
  The	
  purposes	
  
and	
  methods	
  of	
  interviews	
  and	
  field	
  
work]	
  
③ 	
  4/30	
  [Understanding	
  2:	
  The	
  purposes	
  
and	
  methods	
  of	
  technological	
  research	
  
and	
  case	
  studies]	
  
④ 	
  5/7	
  [CreaJon:	
  Divergence,	
  
convergence,	
  and	
  expression	
  of	
  ideas]	
  
⑤ 	
  5/14	
  [RealizaJon:	
  Methods	
  of	
  concept	
  
designing	
  and	
  user	
  surveys]	
  
⑥ 	
  6/3	
  [Workshop	
  1:	
  Learn	
  from	
  everyday	
  
robots	
  in	
  the	
  future]	
  
⑦ 	
  6/10	
  [Workshop	
  2:	
  Learn	
  from	
  services	
  
in	
  India]	
  
⑧ 	
  6/17	
  [Workshop	
  3:	
  Learn	
  from	
  on-­‐	
  
campus	
  services]	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
6
	
  
6
Objectives	
  of the 2nd class:	
  
▶  Understand the purposes, targets and methods of human-centered
research	
  
▶  Turn your daily life into field work right away	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
7
	
  
7
Review of	
  
the 1st class	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
8
	
  
8
Objectives of the 1st class:	
  
▶  Have	
  a	
  general	
  idea	
  of	
  what	
  innovaJon	
  means	
  and	
  why	
  it's	
  necessary	
  
▶  Understand	
  the	
  whole	
  picture	
  of	
  the	
  process	
  and	
  methodology	
  of	
  
creaJng	
  innovaJon	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
9
Society	
  
	
  
Market	
  
	
  
Humans	
  
	
  
Technolo
gy	
  
	
  
Idea	
  
	
  Technology	
 People	
I d e a
m a k e r 	
Idea	
  
(Product, service,
experience)	
  
IDEA	
  
Human-centered approach	
  
	
  
Technology-centered
approach	
  
	
  
Market-­‐centered	
  approach	
  
	
  
•  New business development
through corporate planning,
strategic consulting, think
tanks	
  
•  Business development
through R&D, strategic
consulting, MOT expertise	
  
•  Design consulting, design
research	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
10
	
  
10
We	
  discussed the pros and cons	
  
of each approach.	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
11
Society	
  
	
  
Market	
  
	
  
Humans	
  
	
  
Technolog
y	
  
	
  
Idea	
  
	
  Technology	
 People	
I d e a
m a k e r 	
Idea	
  
(Product, service,
experience)	
  
IDEA	
  
i.school's	
  
integrated	
  approach	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
12
	
  
12
Questions	
  received	
  after the 1st class:	
  
① "How do you maintain the status-quo in a matured society? I didn't quite understand the
connection between people and societies in dynamic equilibrium and innovation." "Does
innovation always make us happy? What is the significance of continuing to innovate?"	
  
② "Is this a study on meaning, process and future of creating innovation? If so, what is the
goal?" "Any idea how to make everyone in Japan an innovator? I want to make that
happen."	
  
③ "I understand the theoretical approach but not everyone who follows the theory
becomes an innovator. Just knowing the theory does not mean that you can put it into
practice. What makes the difference?"	
  
④  "There	
  must	
  be	
  so	
  many	
  failures	
  behind	
  any	
  successful	
  innovaJon.	
  	
  So,	
  it's	
  important	
  to	
  
create	
  a	
  corporate	
  culture	
  that	
  accepts	
  failures	
  as	
  part	
  of	
  the	
  game.	
  	
  However,	
  if	
  a	
  
company	
  expects	
  new	
  projects	
  to	
  be	
  profitable	
  on	
  their	
  own	
  from	
  the	
  start	
  and	
  
immediately	
  disconJnues	
  and	
  breaks	
  up	
  projects	
  once	
  they	
  are	
  deemed	
  unsaJsfactory,	
  
how	
  can	
  we	
  try	
  to	
  innovate?"	
  
⑤ "Please give us a comprehensive picture of different schools of innovative design
thinking."	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
13
1
3©	
  UT	
  i.school,	
  All	
  rights	
  reserved	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
14
	
  
14
Objectives	
  of the 2nd class:	
  
▶  Understand the purposes, targets and methods of human-centered
research	
  
▶  Turn your daily life into field work right away	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
15
Society	
  
	
  
Market	
  
	
  
Human
s	
  
	
  
Technolo
gy	
  
	
  
Idea	
  
	
  Technology	
 People	
I d e a
m a k e r 	
Idea	
  
(Product, service,
experience)	
  
IDEA	
  
Human-centered approach	
  
	
  
Technology-centered
approach	
  
	
  
Market-­‐centered	
  approach	
  
	
  
•  New business development
through corporate planning,
strategic consulting, think
tanks	
  
•  Business development
through R&D, strategic
consulting, MOT expertise	
  
•  Design consulting, design
research	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
16
Society	
  
	
  
Market	
  
	
  
Technolo
gy	
  
	
  
Idea	
  
	
  
Technology	
 People	
I d e a
m a k e r 	
Idea	
  
(Product, service,
experience)	
  
IDEA	
  
Human
s	
  
	
  
The focus of this class is 	
  
② Insight into society	
  
① Get inspired with ideas
directly	
  
	
   •  Improve existing products	
  
•  Discover new ways to use
them	
  
•  Joint development involving
users	
  
② Gain an insight into
society	
  
•  Better impression of future
societies	
  
•  Understand the structures of
social situations and popular
beliefs	
  
•  Explore potential business
opportunities	
  
Human-centered approach	
  
has two types:	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
17
No	
  
Yes	
  
You	
  
Where do we aim at when trying to understand
society?	
  
	
  
Essential understanding of society?	
  
Others	
  
No	
  Yes	
  
Aim here	
  Secrets	
  
Common sense	
   Need to study	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
18
	
  
18
By the way...	
  
our	
  target	
  is	
  
0	
  
Knowledge	
  
1	
  
Concept	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
19
	
  
19
- Field work	
  
- Consumer interviews	
  
- Case studies and analysis	
  
- Establish a business 	
  
opportunity	
  
- Concept design	
	
  
-­‐	
  Prototyping	
  
- Business design	
  
Under-­‐
stand	
Create	
 Realize	
How	
  this	
  is	
  interpreted	
  in	
  the	
  
framework	
  of	
  i.school programs	
  
0	
   1	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
20
Abstract	
Detailed	
 Process	
  
Degree of 	
  
Abstraction	
① Collect miscellaneous factual information	
  
③ Understand a situation structurally	
  
④ Explore business opportunities	
  
② Group and abstract	
  
factual information	
  
⑥ Create ideas	
  
⑦ Select an idea	
  
⑨ Refine the idea	
  
・・・・	
  
・・・・	
  
・・・・	
  
⑤ Establish a business opportunity	
  
⑧ Put the idea into shape	
  
0	
   1	
  
Understand	
 Create	
 Realize
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
21
Abstract	
Detailed	
 Process	
  
Degree of	
  
Abstraction	
① Collect miscellaneous factual 	
  
information	
  
③ Understand a situation 	
  
structurally	
  
④ Explore business 	
  
opportunities	
  
② Group and abstract	
  
factual information	
  
⑥ Create ideas	
  
⑦ Select an idea	
  
⑨ Refine the idea	
  
・・・・	
  
・・・・	
  
・・・・	
  
⑤ Establish a business opportunity	
  
⑧ Put the idea into shape	
  
0	
   1	
  
Understand
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
22
Market	
  
	
  
Idea	
  
	
  Technology	
 People	
I d e a
m a k e r 	
Idea	
  
(Product, service,
experience)	
  
IDEA	
  
Society	
  
	
  
The objective of understanding: 	
  
Gain an insight into a society	
  
Steps in the understanding
phase	
  
① Collect miscellaneous
factual information	
② Group and abstract
factual information	
  
③ Understand a situation
structurally	
④ Explore business
opportunities	
  
①	
  
Human
s	
  
	
  
②	
  ③	
  ④	
  
Society	
  
	
  
Market	
  
	
  
Techn
o-­‐logy	
  
	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
23
	
  
23
The objective of understanding people:	
  
To understand social situations that neither you nor others
understand	
  
(You	
  might	
  come	
  up	
  with	
  an	
  innovaJve	
  idea	
  on	
  this	
  stance.)	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
24
	
  
24
Look at the photos and descriptions.	
  
What do you notice about them?	
  
Post and share your ideas!	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
25
	
  
25
・・・	
  
What do you notice about them?	
  
Post and share your ideas!
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
26
	
  
26
What do you notice about them?	
  
Post and share your ideas!
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
27
	
  
27
Abstract implications	
  
on the project theme	
  
Nature of information	
  
Implication	
Abstraction level	
  
of	
  informaJon	
  
Facts unique to the
target	
  
General facts of
society	
  
High	
  
Low	
  
General	
   Unique	
  
1.	
  
QuanJtaJve	
  
2.	
  
QualitaJve	
  
3.	
  AcJon	
   4.	
  Value	
  
① Collect miscellaneous factual information and	
  	
  
②	
  Guide implications	
  
Field work	
   Interview	
  Statistical
analysis	
  
Case/topic	
  
e.g.) The elderly as the majority of society.	
  
e.g.) Don't want to be seen as "the elderly."	
  
	
  
2014 i.school All Rights Reserved.
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shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
28
	
  
28
Changing:	
  
Values, actions and
situations	
Unchanging:	
  
The values, actions and
situations that don't
change or people don't
want to change.	
Time	
  Current	
  
Future	
  
lifestyles	
  
Changed	
Unchanged	
② Guide implications and 	
  
③ Structurally understand them	
  
▶  e.g.) Future lifestyles consist of "changing" and "unchanging" elements.	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
29
	
  
29
5	
  unchanging	
  Jtles	
  
5	
  changing	
  Jtles	
  
Scenes from and ideas for lifestyles in the
future	
  
	
  
	
  
	
  
	
   Business opportunities	
  
	
  A	
  
Business
opportuni-­‐
ties	
  
	
  
	
  B	
  
▶  A:	
  (Unchanging)	
  Need	
  for	
  fresh	
  food	
  ×	
  (Changing)	
  The	
  elderly	
  increase	
  in	
  ciJes	
  
⇒	
  (Opportunity)	
  Community	
  building	
  through	
  purchasing	
  produce	
  
▶  B:	
  (Unchanging)	
  Want	
  to	
  stay	
  in	
  best	
  condiJon	
  ×	
  (Changing)	
  Physical	
  ability	
  goes	
  down	
  
⇒	
  (Opportunity)	
  Personalized	
  health	
  and	
  study	
  programs	
  to	
  maintain	
  the	
  current	
  
condiJons	
  become	
  popular.	
  
③ Structurally understand the implications and 	
  
④ Explore business opportunities	
  
▶  A:	
  Business	
  opportuniJes	
  in	
  which	
  changes	
  shed	
  light	
  on	
  unchanging	
  values	
  and	
  acJons.	
  
▶  B:	
  Business	
  opportuniJes	
  in	
  which	
  changes	
  undermine	
  unchanging	
  values	
  and	
  acJons.	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
30
Market	
  
	
  
Tech-­‐
nolog
y	
  
	
  
Idea	
  
	
  Technology	
 People	
I d e a
m a k e r 	
Idea	
  
(Product, service,
experience)	
  
IDEA	
  
Society	
  
	
  
Steps in the understanding
phase	
  
① Collect miscellaneous
factual information	
② Group and abstract
factual information	
  
③ Understand a situation
structurally	
④ Explore business
opportunities	
  
①	
  
Human
s	
  
	
  
②	
  ③	
  ④	
  
Society	
  
	
  
Market	
  
	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
31
No	
  
Yes	
  
You	
  
	
  
Essential understanding of society?	
  
Others	
  
No	
  Yes	
  
Aim here	
  Secrets	
  
Common sense	
   Need to study	
  
The objective of understanding people:	
  
To understand social situations that neither you nor others understand	
  
(You	
  might	
  come	
  up	
  with	
  an	
  innovaJve	
  idea	
  on	
  this	
  stance.)	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
32
3
2©	
  UT	
  i.school,	
  All	
  rights	
  reserved	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
33
	
  
33
*Session facilitated 	
  
by Mr. Tamura	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
34
3
4©	
  UT	
  i.school,	
  All	
  rights	
  reserved	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
35
	
  
35
Recommended	
  readings	
  for	
  
knowledge	
  seekers	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
36
	
  
36
Thoughtless Acts?	
  
A	
  book or rather a photo collection published
by a person from IDEO.	
  
	
  
This book introduces casual everyday
scenes and people's behaviors with brief
descriptions. 	
  
It will make you want to turn your daily life
into field work.	
  
	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
37
	
  
37
Ordinary scenes transform if you look at them from a
different perspective.
That's the purpose of interview and field work, as
indicated in the class.
This method of research is called design research. 	
  
One of the renowned researchers in this field, Jan	
  
Chipchase	
  wrote	
  this	
  book.	
  
This book is packed with his experiences and the
technologies they endorse. The more you read, the more
interesting it gets.
Highly recommended for both beginners and experienced
professionals.
Hidden in Plain Sight	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
38
	
  
38
Review	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
39
Society	
  
	
  
Market	
  
	
  
Human
s	
  
	
  
Technolo
gy	
  
	
  
Idea	
  
	
  
Technology	
 People	
I d e a
m a k e r 	
Idea	
  
(Product, service,
experience)	
  
IDEA	
  
The focus of this class is	
  
② Insight into society	
  
① Get inspired with ideas
directly	
  
	
   •  Improve existing products	
  
•  Discover new ways to use
them	
  
•  Joint development involving
users	
  
② Gain an insight into
society	
  
•  Better impression of future
societies	
  
•  Understand the structures of
social situations and popular
beliefs	
  
•  Explore potential business
opportunities	
  
Human-centered approach	
  
has two types:	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
40
No	
  
Yes	
  
You	
  
	
  
Essential understanding of society?	
  
Others	
  
No	
  Yes	
  
Aim here	
  Secrets	
  
Common sense	
   Need to study	
  
The objective of understanding people:	
  
To understand social situations that neither you nor others understand	
  
(You	
  might	
  come	
  up	
  with	
  an	
  innovaJve	
  idea	
  on	
  this	
  stance)	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
41
Abstract	
Detailed	
 Process	
  
Degree	
  of	
  
AbstracDon	
  
① Collect miscellaneous factual 	
  
information	
  
③ Understand a situation 	
  
structurally	
  
④ Explore business 	
  
opportunities	
  
② Group and abstract	
  
factual information	
  
⑥ Create ideas	
  
⑦ Select an idea	
  
⑨ Refine the idea	
  
・・・・	
  
・・・・	
  
・・・・	
  
⑤ Establish a business opportunity	
  
⑧ Put the idea into shape	
  
0	
   1	
  
Understand
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
42
	
  
42
Abstract implications	
  
on the project theme	
  
Nature of information	
  
Implication	
Abstraction level	
  
of	
  informaJon	
  
Facts unique to the
target	
  
General facts of
society	
  
High	
  
Low	
  
General	
   Unique	
  
1.	
  
QuanJtaJve	
  
2.	
  
QualitaJve	
  
3.	
  AcJon	
   4.	
  Value	
  
① Collect miscellaneous factual information and	
  	
  
②	
  Guide implications	
  
Field work	
   Interview	
  Statistical
analysis	
  
Case/topic	
  
e.g.) The elderly as the majority of society.	
  
e.g.) Don't want to be seen as "the elderly."	
  
	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
43
Market	
  
	
  Techn
o-­‐logy	
  
	
  
Idea	
  
	
  
Technology	
 People	
I d e a
m a k e r 	
Idea	
  
(Product, service,
experience)	
  
IDEA	
  
Society	
  
	
  
The objective of understanding: 	
  
Gain an insight into a society	
  
Steps in the understanding
phase	
  
① Collect miscellaneous
factual information	
② Group and abstract
factual information	
  
③ Understand a situation
structurally	
④ Explore business
opportunities	
  
①	
  
Human
s	
  
	
  
②	
  ③	
  ④	
  
Society	
  
	
  
Market	
  
	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
44
	
  
44
Objectives	
  of the 2nd class:	
  
▶  Understand the purposes, targets and methods of human-centered
research	
  
▶  Turn your daily life into field work right away	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
45
	
  
45
Q&A	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
46
4
6©	
  UT	
  i.school,	
  All	
  rights	
  reserved	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
47
	
  
47
Technology	
 People	
!	
  
Create ideas by combining	
  
information on people and
technologies	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
48
Society	
  
	
  
Market	
  
	
  
Human
s	
  
	
  
Technolog
y	
  
	
  
Idea	
  
	
  
Technology	
 People	
I d e a
m a k e r 	
Idea	
  
(Product, service,
experience)	
  
IDEA	
  
The next class is dedicated to
research on technologies	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
49
Guest facilitator for the next class	
  
Hayato	
  Shin	
  
i.lab:	
  
Researcher	
  
	
  
Master's degree from Department of Mechanical Engineering
and Intelligent Systems, University of Electro-
Communications (received the President's Award as a vice-
representative). He	
  was	
  invited	
  to	
  Loccioni,	
  Italy	
  for	
  research	
  
and	
  development	
  of	
  industrial	
  autonomous	
  mobile	
  robots	
  as	
  a	
  
government	
  sponsored	
  scholar	
  for	
  the	
  2010	
  "Vulcanus	
  in	
  
Europe"	
  program	
  during	
  his	
  graduate	
  study.	
   	
He currently provides consulting services on innovation
originating from technological inspiration. Through	
  i.lab	
  
projects,	
  he	
  pursued	
  15	
  applicaJons	
  for	
  patents,	
  of	
  which	
  8	
  
were	
  granted.	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
50
	
  
50
Thank	
  you!	
  
2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
51
5
1©	
  UT	
  i.school,	
  All	
  rights	
  reserved	
  

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i.school, The University of Tokyo "The purposes and methods of interviews and field work"

  • 1. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 1 1©  UT  i.school,  All  rights  reserved  
  • 2. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 2 School for Innovation, i.school,  The  University  of  Tokyo  
  • 3. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 3 Guest facilitators     Hayato  Shin   i.lab:   Researcher     Jun  Murakoshi   i.lab:   Product  Designer   Yu  Ogawa   UTokyo  i.school:   Assistant  Director   i.club   Managing Director    Hiroshi  Tamura   UTokyo  i.school:   Founder/ExecuJve  Fellow   Re:public:   Co-founder      
  • 4. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 4 Goals of this series:   Understand the entire process of creating innovation   Learn to provide a concept idea   Understand the process of coming up with a concept idea  
  • 5. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 5 Format of this series   5 lectures   3  workshops     ①   4/16  [FoundaJon  and  methodology  in   creaJng  innovaJon]   ②   4/23  [Understanding  1:  The  purposes   and  methods  of  interviews  and  field   work]   ③   4/30  [Understanding  2:  The  purposes   and  methods  of  technological  research   and  case  studies]   ④   5/7  [CreaJon:  Divergence,   convergence,  and  expression  of  ideas]   ⑤   5/14  [RealizaJon:  Methods  of  concept   designing  and  user  surveys]   ⑥   6/3  [Workshop  1:  Learn  from  everyday   robots  in  the  future]   ⑦   6/10  [Workshop  2:  Learn  from  services   in  India]   ⑧   6/17  [Workshop  3:  Learn  from  on-­‐   campus  services]  
  • 6. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 6   6 Objectives  of the 2nd class:   ▶  Understand the purposes, targets and methods of human-centered research   ▶  Turn your daily life into field work right away  
  • 7. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 7   7 Review of   the 1st class  
  • 8. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 8   8 Objectives of the 1st class:   ▶  Have  a  general  idea  of  what  innovaJon  means  and  why  it's  necessary   ▶  Understand  the  whole  picture  of  the  process  and  methodology  of   creaJng  innovaJon  
  • 9. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 9 Society     Market     Humans     Technolo gy     Idea    Technology People I d e a m a k e r Idea   (Product, service, experience)   IDEA   Human-centered approach     Technology-centered approach     Market-­‐centered  approach     •  New business development through corporate planning, strategic consulting, think tanks   •  Business development through R&D, strategic consulting, MOT expertise   •  Design consulting, design research  
  • 10. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 10   10 We  discussed the pros and cons   of each approach.  
  • 11. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 11 Society     Market     Humans     Technolog y     Idea    Technology People I d e a m a k e r Idea   (Product, service, experience)   IDEA   i.school's   integrated  approach  
  • 12. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 12   12 Questions  received  after the 1st class:   ① "How do you maintain the status-quo in a matured society? I didn't quite understand the connection between people and societies in dynamic equilibrium and innovation." "Does innovation always make us happy? What is the significance of continuing to innovate?"   ② "Is this a study on meaning, process and future of creating innovation? If so, what is the goal?" "Any idea how to make everyone in Japan an innovator? I want to make that happen."   ③ "I understand the theoretical approach but not everyone who follows the theory becomes an innovator. Just knowing the theory does not mean that you can put it into practice. What makes the difference?"   ④  "There  must  be  so  many  failures  behind  any  successful  innovaJon.    So,  it's  important  to   create  a  corporate  culture  that  accepts  failures  as  part  of  the  game.    However,  if  a   company  expects  new  projects  to  be  profitable  on  their  own  from  the  start  and   immediately  disconJnues  and  breaks  up  projects  once  they  are  deemed  unsaJsfactory,   how  can  we  try  to  innovate?"   ⑤ "Please give us a comprehensive picture of different schools of innovative design thinking."  
  • 13. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 13 1 3©  UT  i.school,  All  rights  reserved  
  • 14. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 14   14 Objectives  of the 2nd class:   ▶  Understand the purposes, targets and methods of human-centered research   ▶  Turn your daily life into field work right away  
  • 15. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 15 Society     Market     Human s     Technolo gy     Idea    Technology People I d e a m a k e r Idea   (Product, service, experience)   IDEA   Human-centered approach     Technology-centered approach     Market-­‐centered  approach     •  New business development through corporate planning, strategic consulting, think tanks   •  Business development through R&D, strategic consulting, MOT expertise   •  Design consulting, design research  
  • 16. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 16 Society     Market     Technolo gy     Idea     Technology People I d e a m a k e r Idea   (Product, service, experience)   IDEA   Human s     The focus of this class is   ② Insight into society   ① Get inspired with ideas directly     •  Improve existing products   •  Discover new ways to use them   •  Joint development involving users   ② Gain an insight into society   •  Better impression of future societies   •  Understand the structures of social situations and popular beliefs   •  Explore potential business opportunities   Human-centered approach   has two types:  
  • 17. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 17 No   Yes   You   Where do we aim at when trying to understand society?     Essential understanding of society?   Others   No  Yes   Aim here  Secrets   Common sense   Need to study  
  • 18. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 18   18 By the way...   our  target  is   0   Knowledge   1   Concept  
  • 19. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 19   19 - Field work   - Consumer interviews   - Case studies and analysis   - Establish a business   opportunity   - Concept design   -­‐  Prototyping   - Business design   Under-­‐ stand Create Realize How  this  is  interpreted  in  the   framework  of  i.school programs   0   1  
  • 20. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 20 Abstract Detailed Process   Degree of   Abstraction ① Collect miscellaneous factual information   ③ Understand a situation structurally   ④ Explore business opportunities   ② Group and abstract   factual information   ⑥ Create ideas   ⑦ Select an idea   ⑨ Refine the idea   ・・・・   ・・・・   ・・・・   ⑤ Establish a business opportunity   ⑧ Put the idea into shape   0   1   Understand Create Realize
  • 21. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 21 Abstract Detailed Process   Degree of   Abstraction ① Collect miscellaneous factual   information   ③ Understand a situation   structurally   ④ Explore business   opportunities   ② Group and abstract   factual information   ⑥ Create ideas   ⑦ Select an idea   ⑨ Refine the idea   ・・・・   ・・・・   ・・・・   ⑤ Establish a business opportunity   ⑧ Put the idea into shape   0   1   Understand
  • 22. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 22 Market     Idea    Technology People I d e a m a k e r Idea   (Product, service, experience)   IDEA   Society     The objective of understanding:   Gain an insight into a society   Steps in the understanding phase   ① Collect miscellaneous factual information ② Group and abstract factual information   ③ Understand a situation structurally ④ Explore business opportunities   ①   Human s     ②  ③  ④   Society     Market     Techn o-­‐logy    
  • 23. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 23   23 The objective of understanding people:   To understand social situations that neither you nor others understand   (You  might  come  up  with  an  innovaJve  idea  on  this  stance.)  
  • 24. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 24   24 Look at the photos and descriptions.   What do you notice about them?   Post and share your ideas!  
  • 25. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 25   25 ・・・   What do you notice about them?   Post and share your ideas!
  • 26. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 26   26 What do you notice about them?   Post and share your ideas!
  • 27. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 27   27 Abstract implications   on the project theme   Nature of information   Implication Abstraction level   of  informaJon   Facts unique to the target   General facts of society   High   Low   General   Unique   1.   QuanJtaJve   2.   QualitaJve   3.  AcJon   4.  Value   ① Collect miscellaneous factual information and     ②  Guide implications   Field work   Interview  Statistical analysis   Case/topic   e.g.) The elderly as the majority of society.   e.g.) Don't want to be seen as "the elderly."    
  • 28. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 28   28 Changing:   Values, actions and situations Unchanging:   The values, actions and situations that don't change or people don't want to change. Time  Current   Future   lifestyles   Changed Unchanged ② Guide implications and   ③ Structurally understand them   ▶  e.g.) Future lifestyles consist of "changing" and "unchanging" elements.  
  • 29. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 29   29 5  unchanging  Jtles   5  changing  Jtles   Scenes from and ideas for lifestyles in the future           Business opportunities    A   Business opportuni-­‐ ties      B   ▶  A:  (Unchanging)  Need  for  fresh  food  ×  (Changing)  The  elderly  increase  in  ciJes   ⇒  (Opportunity)  Community  building  through  purchasing  produce   ▶  B:  (Unchanging)  Want  to  stay  in  best  condiJon  ×  (Changing)  Physical  ability  goes  down   ⇒  (Opportunity)  Personalized  health  and  study  programs  to  maintain  the  current   condiJons  become  popular.   ③ Structurally understand the implications and   ④ Explore business opportunities   ▶  A:  Business  opportuniJes  in  which  changes  shed  light  on  unchanging  values  and  acJons.   ▶  B:  Business  opportuniJes  in  which  changes  undermine  unchanging  values  and  acJons.  
  • 30. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 30 Market     Tech-­‐ nolog y     Idea    Technology People I d e a m a k e r Idea   (Product, service, experience)   IDEA   Society     Steps in the understanding phase   ① Collect miscellaneous factual information ② Group and abstract factual information   ③ Understand a situation structurally ④ Explore business opportunities   ①   Human s     ②  ③  ④   Society     Market    
  • 31. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 31 No   Yes   You     Essential understanding of society?   Others   No  Yes   Aim here  Secrets   Common sense   Need to study   The objective of understanding people:   To understand social situations that neither you nor others understand   (You  might  come  up  with  an  innovaJve  idea  on  this  stance.)  
  • 32. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 32 3 2©  UT  i.school,  All  rights  reserved  
  • 33. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 33   33 *Session facilitated   by Mr. Tamura  
  • 34. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 34 3 4©  UT  i.school,  All  rights  reserved  
  • 35. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 35   35 Recommended  readings  for   knowledge  seekers  
  • 36. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 36   36 Thoughtless Acts?   A  book or rather a photo collection published by a person from IDEO.     This book introduces casual everyday scenes and people's behaviors with brief descriptions.   It will make you want to turn your daily life into field work.    
  • 37. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 37   37 Ordinary scenes transform if you look at them from a different perspective. That's the purpose of interview and field work, as indicated in the class. This method of research is called design research.   One of the renowned researchers in this field, Jan   Chipchase  wrote  this  book.   This book is packed with his experiences and the technologies they endorse. The more you read, the more interesting it gets. Highly recommended for both beginners and experienced professionals. Hidden in Plain Sight  
  • 38. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 38   38 Review  
  • 39. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 39 Society     Market     Human s     Technolo gy     Idea     Technology People I d e a m a k e r Idea   (Product, service, experience)   IDEA   The focus of this class is   ② Insight into society   ① Get inspired with ideas directly     •  Improve existing products   •  Discover new ways to use them   •  Joint development involving users   ② Gain an insight into society   •  Better impression of future societies   •  Understand the structures of social situations and popular beliefs   •  Explore potential business opportunities   Human-centered approach   has two types:  
  • 40. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 40 No   Yes   You     Essential understanding of society?   Others   No  Yes   Aim here  Secrets   Common sense   Need to study   The objective of understanding people:   To understand social situations that neither you nor others understand   (You  might  come  up  with  an  innovaJve  idea  on  this  stance)  
  • 41. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 41 Abstract Detailed Process   Degree  of   AbstracDon   ① Collect miscellaneous factual   information   ③ Understand a situation   structurally   ④ Explore business   opportunities   ② Group and abstract   factual information   ⑥ Create ideas   ⑦ Select an idea   ⑨ Refine the idea   ・・・・   ・・・・   ・・・・   ⑤ Establish a business opportunity   ⑧ Put the idea into shape   0   1   Understand
  • 42. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 42   42 Abstract implications   on the project theme   Nature of information   Implication Abstraction level   of  informaJon   Facts unique to the target   General facts of society   High   Low   General   Unique   1.   QuanJtaJve   2.   QualitaJve   3.  AcJon   4.  Value   ① Collect miscellaneous factual information and     ②  Guide implications   Field work   Interview  Statistical analysis   Case/topic   e.g.) The elderly as the majority of society.   e.g.) Don't want to be seen as "the elderly."    
  • 43. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 43 Market    Techn o-­‐logy     Idea     Technology People I d e a m a k e r Idea   (Product, service, experience)   IDEA   Society     The objective of understanding:   Gain an insight into a society   Steps in the understanding phase   ① Collect miscellaneous factual information ② Group and abstract factual information   ③ Understand a situation structurally ④ Explore business opportunities   ①   Human s     ②  ③  ④   Society     Market    
  • 44. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 44   44 Objectives  of the 2nd class:   ▶  Understand the purposes, targets and methods of human-centered research   ▶  Turn your daily life into field work right away  
  • 45. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 45   45 Q&A  
  • 46. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 46 4 6©  UT  i.school,  All  rights  reserved  
  • 47. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 47   47 Technology People !   Create ideas by combining   information on people and technologies  
  • 48. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 48 Society     Market     Human s     Technolog y     Idea     Technology People I d e a m a k e r Idea   (Product, service, experience)   IDEA   The next class is dedicated to research on technologies  
  • 49. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 49 Guest facilitator for the next class   Hayato  Shin   i.lab:   Researcher     Master's degree from Department of Mechanical Engineering and Intelligent Systems, University of Electro- Communications (received the President's Award as a vice- representative). He  was  invited  to  Loccioni,  Italy  for  research   and  development  of  industrial  autonomous  mobile  robots  as  a   government  sponsored  scholar  for  the  2010  "Vulcanus  in   Europe"  program  during  his  graduate  study.   He currently provides consulting services on innovation originating from technological inspiration. Through  i.lab   projects,  he  pursued  15  applicaJons  for  patents,  of  which  8   were  granted.  
  • 50. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 50   50 Thank  you!  
  • 51. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 51 5 1©  UT  i.school,  All  rights  reserved