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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
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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.
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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
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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]
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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.
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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
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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
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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.
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consent.
10
10
We
discussed the pros and cons
of each approach.
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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
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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."
14. 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.
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.
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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.
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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:
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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.
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consent.
18
18
By the way...
our
target
is
0
Knowledge
1
Concept
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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
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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
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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
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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.
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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.)
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consent.
24
24
Look at the photos and descriptions.
What do you notice about them?
Post and share your ideas!
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consent.
25
25
・・・
What do you notice about them?
Post and share your ideas!
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consent.
26
26
What do you notice about them?
Post and share your ideas!
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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.
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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.
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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.
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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.
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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.)
33. 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.
33
33
*Session facilitated
by Mr. Tamura
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consent.
35
35
Recommended
readings
for
knowledge
seekers
36. 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.
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.
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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.
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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.
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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.
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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.
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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.
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shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
45
45
Q&A
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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
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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
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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.
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consent.
50
50
Thank
you!