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SFU Venture Labs Human Centered Design Deck
- 1. Humanizing & Solving for Wicked Business Problems Bosky Mukherjee SFU Venture Lab July 2019
- 2. Hello ! I’m Bosky Mukherjee ● Founder/CEO of Spark to Substance ● Product & Design Nerd Connect with me on: https://www.linkedin.com/in/bosky/ www.sparktosubstance.com
- 3. Learning Outcomes ● Fun Facts ● Flavours - Human Centered Design ● What are Wicked Problems? ● Available tools/frameworks ● Case Study + Activities ● Q&A
- 4. Fun Facts 😃
- 10. Flavours - Human Centered Design
- 17. Wicked Problems - Heck What?
- 18. HCD can be applied to wicked problems “We have been trying to solve US Healthcare as a tame problem, whereas its is one of those wicked problems that might benefit from Human Centered Design“ - Prof. Jeanne Liedtka, Darden School of Business
- 19. The past is a good predictor of future
- 20. The past is a good predictor of future
- 21. There are multiple unknowns and past data is unlikely to help us
- 22. When we have a complicated problem
- 23. Define & test business value proposition Define & test your offering Define & test your pricing model Test business expansion strategy Improve conversions Hiring Retaining Improve quality of life Corporate Culture Issues Re-invent business models Complex societal challenges Do we know there is a problem?
- 24. Available Tools in Human Centered Design
- 25. Problem Definition Create Plan Building Team Research Card Sorting 5 Whys Immersion Visualization Crazy 8s Convo started Edge Cases Interviews Feedback KPIs Beta Pilots Experimentation Roadmap Sustainable revenue Partnerships Market Expansion Wireframing Field Research Investor Pitching Funcding ... Body Language Live Testing HMWs
- 26. Wicked Problem in Action - Case Study & Audience Activities
- 28. What is the Problem?
- 29. The Problem 125,000 of Denmark’s senior citizens rely on government sponsored meals ~ 60% of seniors living in assisted facility have poor nutrition ~ 20% of seniors are malnourished
- 30. Obvious Solution “Fix the Menu”
- 31. Empathesize
- 32. Empathesize & Define ● Behaviour, needs and wishes ● Ethonographic Research - Observations, interviews to observe living conditions ● Interacted with kitchen staff Unarticulated needs are often derived from emotions activities versus functional
- 34. Observations ● Working in public service kitchen = low status job in Denmark ● Kitchen staff appeared demoralized and unmotivated Insights that were unpacked ● Feeling of disconnect and alienation ● Social stigma - seniors were embarrassed to receive assistance from someone other than family, friend, paid vs free govt program ● Loss of control over food choices was painful ● Hated eating alone because it reminded them that their family was no longer around them ● Kitchen staff were making same boring low cost meals everyday ● Kitchen staff did care and wanted to do a good job Less enjoyable/ pleasant the experience, less the appetite of seniors -> poor nutrition
- 35. The HMWs... “ If you want to have good ideas, you must have many ideas” - Linus Pauling (Nobel Prize Winner - Chemistry)
- 36. Ideate Prototype & Test
- 37. ● Uniforms for kitchen staff ● New name - Good Kitchen (everybody’s aspirations) ● New channels of comms - newsletters, comment cards
- 38. How do we fix the Menu ● Happy seniors with better nutrition ● Motivated staff who take pride in their work TO
- 39. “If you have professional pride, you’ll also cook good food. Good food has to come from the heart “ - Anne Marie Nielsen, Director, The Good Kitchen
- 40. Q&A Connect with me on: https://www.linkedin.com/in/bosky/ www.sparktosubstance.com 30 min Free Consultation - https://calendly.com/sparktosubstance/bosky