The document discusses Coasting's efforts to make bike riding a simpler and more fun activity, including developing in-store retail strategies and activities outside of stores for customers. It also questions whether "Coasting" is really a good way to ride a bike. Additionally, it talks about the importance of ethnography in gaining deeper insights and lists 10 ways of seeing and understanding things more deeply, such as considering different perspectives and mixing sources. Finally, it provides observations from ethnographic research conducted at Brooklyn Bridge Park.

1. Design Thinking, Tim Brown
• “Coasting” came up and aim to make riding a more simple, straight forward and fun
activity.
Design, Business & Innovation Diana ( Yiduo Qian )

2. Design Thinking, Tim Brown
• The team develops the more “in-stored retailing strategies” and take more care of
consumers
Design, Business & Innovation Diana ( Yiduo Qian )

3. Design Thinking, Tim Brown
• Besides the strategies in stores, there are more things out of stores that the team did
for consumers.
Design, Business & Innovation Diana ( Yiduo Qian )

4. Design Thinking, Critical Question 1
• Is “Coasting” really a good way to drive a bike?
Chris Chambers DSA ADI Owner / Proprietor | Chris Chambers School of Motoring
Design, Business & Innovation Diana ( Yiduo Qian )

5. Design Thinking, Critical Question 2
• Why you should apply design thinking to your life?
Co.design website
Design, Business & Innovation Diana ( Yiduo Qian )

6. Going Deeper, Seeing Further Jane Fulton Suri
• Ethnography becomes a more important term for people to get deeper insights
Design, Business & Innovation Yiduo Qian(Diana)

7. Going Deeper, Seeing Further Jane Fulton Suri
• 10 Ways that going deeper and have more valuable insights
• Linear connection between observation and impact eg: ATM&mirror
• Zooming out to have a larger and complete view of context
• Standing on others’ angles and overlapping people’s views
Design, Business & Innovation Yiduo Qian(Diana)

8. Going Deeper, Seeing Further Jane Fulton Suri
• Considering extreme people and similar cases
• Understanding the culture force that might influence individuals
• Mixing multiple sources to have a nuanced understanding
Design, Business & Innovation Yiduo Qian(Diana)

9. Going Deeper, Seeing Further Jane Fulton Suri
• Make the process available to peer
• Open up the process to the public
• Take a look on our own
• Widen the business range or “target”
Design, Business & Innovation Yiduo Qian(Diana)

10. Going Deeper, Seeing Further Jane Fulton Suri
• These efforts should go deeper and further and become important in business
field
Design, Business & Innovation Yiduo Qian(Diana)

11. Ethnographic Research Observations, Brooklyn Bridge Park
Design, Business and Innovation Yiduo Qian (Diana)
Like pose and mystique
but shy while posing

12. Design, Business and Innovation Yiduo Qian (Diana)
Ethnographic Research Observations, Brooklyn Bridge Park
Tall enough to catch the basketry without
much leap and want to dunk like a
basketball player

13. Design, Business and Innovation Yiduo Qian (Diana)
Ethnographic Research Observations, Brooklyn Bridge Park
Playtime when we done shooting photos

14. Design, Business and Innovation Yiduo Qian (Diana)
Ethnographic Research Observations, Brooklyn Bridge Park
Trying to have a typical JUMP shooting
and compare the height they jump after
shooting photos

15. Design, Business and Innovation Yiduo Qian (Diana)
Ethnographic Research Observations, Brooklyn Bridge Park
Find out they all wear
black shirt, want to pose
like prelude of a fight

16. • Strict to the place we shoot photos
• Boys prefer dark shirts
• like treason style photos
• In some points, boys like posing and taking phots more than girls
• Beautiful views can inspire people taking photos and pose differently
Design, Business and Innovation Yiduo Qian (Diana)
Ethnographic Research Findings
LikeLike

17. Interviewing Humans
•Prepare for the interview
- brief description and goal
-have a expect response
-Small talk
-questions
Design, Business and innovation Yiduo Qian (Diana)
Breif
Have
Questions
Breif
Have
Questions

18. Interviewing Humans
• Structure of the interview
– introduction (warm up)
– Body (doing deeper ; open-ended Q)
– Conclusion
Design, Business and innovation Yiduo Qian (Diana)
IntroductionIntroduction

19. Interviewing Humans
• Host the interview
– Breathe
– Focus on the interview
– Attention vague answers
– Not information about yourself
Design, Business and innovation Yiduo Qian (Diana)
During

20. Interviewing Humans
• Before interview
– Make a checklist
– List questions
Design, Business and innovation Yiduo Qian (Diana)

21. Interviewing Humans
• Post-production the data
– Find themes
– Specific language
– Point out problems
Design, Business and innovation Yiduo Qian (Diana)

22. Design, Business and Innovation Yiduo Qian
Interview Guide Open Questions
• How’s your class going
(cancelled) feeling?
• Which class? Why?
• What you do during the
spare time?( directing)
The go deep
• Why you want to do?
• Who inspire you?
• What’s your oppinon of…(someone
related) ?

23. Edited Interview
https://www.youtube.com/watch?v=x1-WylWPrJg
Design, Business and Innovation Yiduo Qian

24. Interview Findings
• Hans likes playing basketball and guitar during his spare time.
• Hans wants to be a director in the future due to his high school
experience.
Design, Business and Innovation Yiduo Qian