Uploaded bySatoru Tokuhisa
BOP Product Design
The document discusses human centered design and ethnographic design. It provides an overview of key aspects of these approaches including design thinking processes, fieldwork methods, modeling techniques, and case studies. The latter part focuses on applying human centered design and ethnographic methods to design products for people at the Base/Bottom of the Pyramid through a needs-based and culturally sensitive approach.
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BOP Product Design
- 1. Human Centered Design Satoru Tokuhisa id: dangkang See-D Contest 2012 2012. 07.29(Sun) 10:30-13:00 1
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- 5. Human Centered Design Satoru Tokuhisa id: dangkang See-D Contest 2012 2012. 07.29(Sun) 10:30-13:00 5
- 6. BOP Product Design Basedon Ethnographic Design Satoru Tokuhisa id: dangkang See-D Contest 2012 2012. 07.29(Sun) 10:30-13:00 6
- 7. Agenda •Ethnographic Design •Design Thinking • Ethnographic Design • Case Study •BOP Product Design based on Ethnographic Design • Theory / Method - HCD Toolkit by IDEO • Design Process of Wanic •Workshop 7
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- 9. About •Background • 2002.03Bachelor in Political Science, Keio University • 2004.03 Master of Media and Governance, Keio University Graduate School of Media and Governance • 2004.06 UTUTU Co., Ltd. Co-Founder (-2010.09) • 2007.09 PhD in Media and Governance, Keio University Graduate School of Media and Governance • 2008.04 Keio University Advanced Research Center, Assistant Professor (-2009.03) • 2009.04 Keio University Graduate School of Media Design, Project Senior Assistant Professor • 2009.07 Sikake Co-Founder 9
- 10. About •Specialities •Entertainment Computing • Design Research • Design Science • Design Philosophy • Playfulness Design (ex. Funology) • BOP(Base of the Planet) Product Design • HCI4D, ICT4D 10
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- 20. Design Thinking •Definition •Put simply, it is a discipline that uses the designer’s sensibility and methods to match people’s needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity. - Tim Brown, Harvard Business Review, 2008 18
- 21. Design Thinking •Definition •Put simply, it is a discipline that uses the designer’s sensibility and methods to match people’s needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity. - Tim Brown, Harvard Business Review, 2008 19
- 22. IDEO - TomKelly •Design Process • Understand • Observe • Visualize • Evaluate & Refine • Implement Tom Kelley, The Art of Innovation, Crown Business, 2001. 20
- 23. IDEO - TimBrown •Design Process • Inspiration • Ideation • Implementation Tim Brown, Harvard Business Review, 2008 21
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- 25. HPI d.school -Hasso Plattner •Design Process • Understand • Observe • Point of View • Ideate HPI School of Design Thinking • Prototype • Test 23
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- 27. Ethnographic Design •Ethnography/民族誌学 •Definition • Description to express qualitative explanation of phenomena in the human society based on fieldwork. • Cultural and Social Anthropologist • Margaret Mead, Coming of Age in Samoa (1928) • Claude Lévi-Strauss, Tristes Tropiques (1955) 25
- 28. Ethnographic Design •Ethnography/民族誌学 •Thick Description • Explain not only behavior but also context for a person who don’t know the situation at all Geertz, Clifford. "Thick Description: Toward an Interpretive Theory of Culture". In The Interpretation of Cultures: Selected Essays. (New York: Basic Books, 1973) 3-30. 26
- 29. Ethnographic Design •Fieldwork •Oral data • Semi-Structural Interview • Focus Group • Visual data • Observation • Photo • Video 27
- 30. Ethnographic Design •Fieldwork •iPad • IC recorder • Camera • Battery • Board(A4 or A3) 28
- 31. Ethnographic Design •Fieldwork •iPad • IC recorder • Camera • Battery • Board(A4 or A3) 29
- 32. Ethnographic Design •Tinkering •Sketch • Bill Buxton, Sketching User Experiences: Getting the Design Right and the Right Design, Morgan Kaufmann, 2007. 30
- 33. Ethnographic Design •Tinkering •Sketch • Susan P. Wyche, Rebecca E. Grinter, Using Sketching to Support Design Research in New Ways: A Case Study Investigating Design and Charismatic Pentecostalism in Sao Paulo, Brazil, iConference 2012, 63-71, 2012. 31
- 34. Ethnographic Design •Modeling •User Model • Persona • Scenario • Work Model • To analyze user’s behavior based on your hypothesis • Service Model • Service Blue Print 32
- 35. Ethnographic Design •Modeling •Work Model • To analyze user’s behavior based on a hypothesis. Hugh Beyer, Karen Holtzblatt, Contextual Design: Defining Customer-Centered Systems, Morgan Kaufmann, 1997. 33
- 36. Ethnographic Design •Modeling • Work Model • Flow Model Ko-Hsun Huang and Yi-Shin Deng, 2008. Social Interaction Design in Cultural Context: A Case Study of a Traditional Social Activity. International Journal of Design, Vol.2, No.2. 34
- 37. Ethnographic Design •Modeling • Work Model • Sequence Model Ko-Hsun Huang and Yi-Shin Deng, 2008. Social Interaction Design in Cultural Context: A Case Study of a Traditional Social Activity. International Journal of Design, Vol.2, No.2. 35
- 38. Ethnographic Design •Modeling • Work Model • Cultural Model Ko-Hsun Huang and Yi-Shin Deng, 2008. Social Interaction Design in Cultural Context: A Case Study of a Traditional Social Activity. International Journal of Design, Vol.2, No.2. 36
- 39. Ethnographic Design •Modeling • Work Model • Artifact Model Ko-Hsun Huang and Yi-Shin Deng, 2008. Social Interaction Design in Cultural Context: A Case Study of a Traditional Social Activity. International Journal of Design, Vol.2, No.2. 37
- 40. Ethnographic Design •Modeling •Work Model • Physical Model Ko-Hsun Huang and Yi-Shin Deng, 2008. Social Interaction Design in Cultural Context: A Case Study of a Traditional Social Activity. International Journal of Design, Vol.2, No.2. 38
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- 43. Ethnographic Design •Evaluation •User study • Analysis • Feedback Eric Ries, The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses, Crown Business, 2011. 41
- 44. Ethnographic Design •Case Study • atMOS • v1.0 • 1.1 • 2.0 • MYSQ • Povie on Flash • Povie on iMode • Povie on iPhone 42
- 45. atMOS - SelfPackaging Movie 43
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- 50. MYSQ - MyStyle So Qute (2005) 48
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- 52. Povie on iMode(2009) 50
- 53. Povie on iPhone(2011) 51
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- 57. BOP Product Design •BOP • Bottom of the Pyramid • the billions of people living on less than $2 per day C.K. Prahalad, The Fortune at the Bottom of the Pyramid, Wharton School Publishin, 2004. 55
- 58. BOP Product Design •BOP • Base of the Pyramid • Learn from life with nature cultivated from diverse cultures • Offer to the world proudly with new global standard 竹村真一，地球大学講義録，日本経済新聞出版社, 2011 56
- 59. HCD Toolkit byIDEO •A free innovation guide for social enterprises and NGOs worldwide. http://www.ideo.com/work/human-centered-design-toolkit/ 57
- 60. HCD Toolkit byIDEO •Hear • Step1. Identify a Design Challenge • Step2. Recognize Existing Knowledge • Step3. Identify People to Speak With • Step4. Choose Research Method • Step5. Develop an Interview Approach • Step6. Develop Your Mindset 58
- 61. HCD Toolkit byIDEO 59
- 62. HCD Toolkit byIDEO 60
- 63. HCD Toolkit byIDEO • Create • Step1. Develop Your Approach • Step2. Share Stories • Step3. Identify Patterns • Step4. Create Opportunity Areas • Step5. Brainstorm New Solutions • Step6. Make Ideas Real • Step7. Gather Feedback 61
- 64. HCD Toolkit byIDEO 62
- 65. HCD Toolkit byIDEO 63
- 66. HCD Toolkit byIDEO •Deliver • Step1. Develop a Sustainable Revenue Model • Step2. Identify Capabilities for Delivering Solutions • Step3. Plan a Pipeline of Solutions • Step4. Create an Implementation Timeline • Step5. Plan Mini-Pilots and Iteration • Step6. Create a Learning Plan 64
- 67. HCD Toolkit byIDEO 65
- 68. HCD Toolkit byIDEO 66
- 69. Supplement •Hear • Step6.Develop Your Mindset • Specialities on BOP field 1. Complexities of Environments 2. Designer’s Interest and The Local People’s Interest. 67
- 70. Supplement •Deliver • Step2.Identify Capabilities for Delivering Solutions • Technologies • Techniques • Interest 68
- 71. References Cynthia E. Smith,Design for the Other 90%, Editions Assouline, 2007. 69
- 72. References Paul Polak, Outof Poverty: What Works When Traditional Approaches Fail, Berrett-Koehler Pub, 2009. 70
- 73. Design Process ofWanic 71
- 74. See-D 1st •2010.09-10 Ideation • Workshop on 9/25 • Coconut as Resource • Perfect clean environment • Pure fluid 72
- 75. See-D 1st •2010.08 1stFieldwork 73
- 76. See-D 1st •2010.08 1stFieldwork 74
- 77. See-D 1st •2010.08 1stFieldwork 75
- 78. See-D 1st •2010.08 1stFieldwork • iPad • IC recorder • Camera • Battery • Board(A4 or A3) 76
- 79. See-D 1st •2010.08 1stFieldwork 77
- 80. See-D 1st •2010.08 1stFieldwork 78
- 81. See-D 1st •2010.08 1stFieldwork 79
- 82. See-D 1st •2010.08 DataAnalysis & Modeling 80
- 83. See-D 1st •2010.08 DataAnalysis & Modeling 81
- 84. See-D 1st •2010.08 2ndFieldwork 82
- 85. See-D 1st •2010.08 2ndFieldwork 83
- 86. See-D 1st •2010.09-10 Ideation • Workshop on 9/11-12 • Income Generating Tool • Fun! • Brewing 84
- 87. See-D 1st •2010.09-10 Ideation • Workshop on 9/25 • Coconut as Resource • Perfect clean environment • Pure fluid 85
- 88. See-D 1st •2010.09-10 Development • Prototyping & Feasibility Test • Hardware - Toolkit • Software - Recipe • Only Coconuts Juice • Using Coconut Shell • Package / Logo Design • Business Model 86
- 89. See-D 1st •2010.10 1stPrototype 87
- 90. See-D 1st •2010.10 1stPrototype 88
- 91. See-D 1st •2011.10 1stPrototype 89
- 92. See-D 1st •2011.10 1stPrototype 90
- 93. See-D 1st •2010.10 1stPrototype 91
- 94. See-D 2nd •2010.11-2011.02 •Fieldwork • Wine Consultant@Yamanashi • Coconut Researcher@Nagoya • Founding • ETIC 92
- 95. See-D 2nd •2010.11-2011.02 •Prototyping ver2.0 93
- 96. See-D 2nd •2011.03 •User Test 94
- 97. See-D 2nd •2011.03 •User Test • Maker - East Timorese / Female • Consumer - Korean / Female 95
- 98. See-D 2nd •2011.03 •User Test@Caohagan island near Cebu 96
- 99. See-D 2nd •2011.03-05 •Prototyping ver.2.1 97
- 100. See-D 2nd •2011.03-05 •Prototyping ver.2.1 98
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- 103. 2011.06-Present •2011.11 • Prototyping@Cebuwith WAKUWORK 101
- 104. 2011.06-Present •2012.02-03 • Prototyping@Laoswith LAODI 102
- 105. 2011.06-Present •2012.08 • GeneralIncorporated Association Wanic • Prototyping@Cebu *new! 103
- 106. Workshop 104
- 107. How do youfind hidden needs? 105
- 108. How do youfind hidden needs? 106
- 109. How do youfind hidden needs? 107
- 110. What is yourInterest? •Thinking 2 interest ... 10min • 1. About your interest on Private Life (max. 3) • 2. About your interest on See-D Contest (max. 3) •Talking your interest...1person x 1min x each interest • What is your interest? • When, Where, From Whom Why, and How do you have the interest? • Please include detail information like talking with a master at a Bar 108
- 111. What is yourInterest? •Thinking 2 interest ... 10min • 1. About your interest on Private Life (max. 3) • 2. About your interest on See-D Contest (max. 3) 12:50-13:00 109
- 112. What is yourInterest? •Talking your interest...1person x 1min x each interest • What is your interest? • When, Where, From Whom Why, and How do you have the interest? • Please include detail information like talking with a master at a Bar 13:00-13:30 110
- 113. What is yourInterest? Your Interest Your Story 111
- 114. What is yourInterest? Interest Private Story See-D 112
- 115. Structural Constructivism •To overcomebelief conflicts •To prompt constructive collaboration •Interest Based Relativity • For your team building • For your building interview questionnaire 113
- 116. Reference 西條剛央, ライブ講義 質的研究とは何か,新曜社, 2007. 114
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