The document discusses how design thinking and taking a human-centered approach to innovation can help companies meet consumer needs and wants. It provides examples of ethnographic research conducted with a women's rugby team that found players lacked hydration and energy during practice. Interviews with players confirmed a need for a more convenient way to fuel up during practices. Desk research on business news sites also identified consumer demands for more natural, organic, and customized hydration and meal replacement options.

1. -Design thinking can help you explore more ideas if it is done
in the beginning.
Design Thinking, Tim Brown
Design, Business, and Innovation Janel Santana

2. -Taking a human-centered approach reflects what consumers
want.
Design Thinking, Tim Brown
Design, Business, and Innovation Janel Santana

3. -Factoring in human behavior, needs, and preferences helps
produce innovation.
Design Thinking, Tim Brown
Design, Business, and Innovation Janel Santana

4. - What other ways can you make design thinking part of the
innovation drill?
Design Thinking, Critical Question 1
http://www.cmegroup.com/education/design-thinking-as-an-innovation-process.html
Design, Business, and Innovation Janel Santana

5. Design Thinking, Critical Question 2
-What is a successful example of a human-centered approach?
https://www.wired.com/insights/2013/12/human-centered-design-matters/
Design, Business, and Innovation Janel Santana

6. “Going Deeper, Seeing Further…”
- A more competitive approach to design is through a more
ethnographic method to find what consumers value most.
Design, Business, and Innovation Janel Santana

7. “Going Deeper, Seeing Further…”
- Our linear interpretations should fill a deeper gap that will sustain
a long-term innovative advancement, seeking what's significant.
Design, Business, and Innovation Janel Santana

8. “Going Deeper, Seeing Further…”
- Analogous cases help to approach innovation by revealing new
insights, guiding us to rethink how we interpret things.
Design, Business, and Innovation Janel Santana

9. “Going Deeper, Seeing Further…”
- Corporate ethnographers use open-source interpretation to
collaborate with other designers, business people, innovators,
consumers, and customers.
Design, Business, and Innovation Janel Santana

10. “Going Deeper, Seeing Further…”
- Corporate ethnographers will play a major role in helping
companies understand complex human issues with their
engagement to understand the customers needs and desires.
Design, Business, and Innovation Janel Santana

11. Ethnographic Research, Woman’s Rugby Practice
Design, Business, and Innovation Janel Santana

12. Design, Business, and Innovation Janel Santana
Ethnographic Research, Woman’s Rugby Practice

13. Design, Business, and Innovation Janel Santana
Ethnographic Research, Woman’s Rugby Practice

14. Design, Business, and Innovation Janel Santana
Ethnographic Research, Woman’s Rugby Practice

15. Design, Business, and Innovation Janel Santana
Ethnographic Research, Woman’s Rugby Practice

16. Ethnographic Research Observations
• There was a lack of eagerness during warmup drills.
Design, Business, and Innovation Janel Santana

17. • One of the girls observed, didn’t show much enthusiasm to be
there.
Design, Business, and Innovation Janel Santana
Ethnographic Research Observations

18. • During drills, the players seemed to be more sluggish.
Design, Business, and Innovation Janel Santana
Ethnographic Research Observations

19. • A few girls seemed to be quiet and too themselves during practice.
Design, Business, and Innovation Janel Santana
Ethnographic Research Observations

20. • A couple of girls observed, seemed to lack energy to throw the
ball on the field.
Design, Business, and Innovation Janel Santana
Ethnographic Research Observations

21. • Through observation, there seemed to be a lack of hydration
and a need for energy during rugby practice.
Design, Business, and Innovation Janel Santana
Ethnographic Research Observations

22. Interviewing Humans
• Interviews contain a three-part structure which include the
introduction and warm-up, the body of the interview, and the
conclusion.
Design, Business, and Innovation Janel Santana

23. • Start each interview genuinely, followed by a clear description of
the goal.
Design, Business, and Innovation Janel Santana
Interviewing Humans

24. • Stay focused on what the interviewee is saying while also making
sure answers are specific, not vague.
Design, Business, and Innovation Janel Santana
Interviewing Humans

25. • A key note to remember is that the interview is not about you so
don’t veer off topic with personal stories.
Design, Business, and Innovation Janel Santana
Interviewing Humans

26. • Make sure to come prepared with background information and a
list of questions for the individual while trying not to provide too
much information, so it won’t influence the response.
Design, Business, and Innovation Janel Santana
Interviewing Humans

27. Interview Planning
Design, Business, and Innovation Janel Santana

28. Edited Interview
Design, Business, and Innovation Janel Santana
https://youtu.be/0dLB_JE8UTQ

29. Interview Findings
• There seems to be a need for a more convenient source of
hydration to fuel the players through practice.
Design, Business, and Innovation Janel Santana

30. Peer to Peer Documentation
Design, Business, and Innovation Janel Santana

31. Peer to Peer Documentation
Design, Business, and Innovation Janel Santana

32. Peer to Peer Documentation
Design, Business, and Innovation Janel Santana

33. Peer to Peer Documentation
Design, Business, and Innovation Janel Santana

34. Peer to Peer Documentation Findings
• Players look like they are out of breathe.
Design, Business, and Innovation Janel Santana

35. • A few of the players seem to be running far behind, trying to
catch up.
Design, Business, and Innovation Janel Santana
Peer to Peer Documentation Findings

36. • Some of the girls have a tired, disgruntled look on their face.
Design, Business, and Innovation Janel Santana
Peer to Peer Documentation Findings

37. Desk Research, Business Sites
Soylent competitor Ample wants to make healthier meal replacements
• Consumers are lacking a meal replacement shake that better suits individuals different
dietary needs.
http://money.cnn.com/2016/09/23/technology/ample-soylent-competitor/index.html
Design, Business, and Innovation Janel Santana

38. Gatorade Goes Organic as Pepsico Joins Natural-Product Push
• There is a need for a more organic source of hydration.
http://www.bloomberg.com/news/articles/2016-08-30/gatorade-goes-organic-as-pepsico-joins-natural-ingredient-push
Desk Research, Business Sites
Design, Business, and Innovation Janel Santana

39. ‘Smart Vessels’quencha non-existentthirst
• There is a lack of remembering when to hydrate on a daily basis.
Desk Research, Business Sites
Design, Business, and Innovation Janel Santana
https://www.ft.com/content/f4941182-8d1e-11e5-a549-b89a1dfede9b

40. Pepsi unveilslow-calorieGatorade ‘G2’
• There is a need for non-carbonated drinks.
http://money.cnn.com/2007/09/07/news/companies/pepsi_newproducts/index.htm
Desk Research, Business Sites
Design, Business, and Innovation Janel Santana

41. Beyonce Goes From Lemonade to Watermelons With Juice Investment
• There is a need for a different source of natural hydration for health conscious
consumers.
Desk Research, Business Sites
Design, Business, and Innovation Janel Santana
http://www.bloomberg.com/news/articles/2016-05-03/beyonce-goes-from-lemonade-to-watermelons-with-juice-
investment