1. DesignThinking,TimBrown
• (before) Plan, Purpose, Prototype
• Implementation——“the process of putting a decision or plan into
effect; execution”
Design, Business and Innovation Hongzhou (Frank) Long
2. DesignThinking,TimBrown
Design, Business and Innovation Hongzhou (Frank) Long
• Object-oriented : Community or Business marketing or Society .
• Could be single, personal use.
• Preparation work : Copyright, Investors or sponsor.
3. Design, Business and Innovation Hongzhou (Frank) Long
• Influence, Value (profitable or non-profitable), efficiency, coordination.
• Get experience and rotate the process.
• For building bigger business.
DesignThinking,TimBrown
Design, Business and Innovation Hongzhou (Frank) Long
4. DesignThinking,CriticalQuestion1
Design, Business and Innovation Hongzhou (Frank) Long
• Because every design are not going to same step 3, so Is design
duplicable?
Design, Business and Innovation Hongzhou (Frank) Long
5. DesignThinking,CriticalQuestion2
Design, Business and Innovation Hongzhou (Frank) Long
• Should we emphasize one of the three steps
( inspiration, ideation, implementation) when running the work?
Design, Business and Innovation Hongzhou (Frank) Long
6. GoingDeeper,SeeingFurther…
Design, Business and Innovation Hongzhou (Frank) Long
• Ethnography becomes important by competitive necessity.
• More qualitative Description needs.
• Corporation needs innovation thinking and impacts.
Design, Business and Innovation Hongzhou (Frank) Long
7. GoingDeeper,SeeingFurther…
Design, Business and Innovation Hongzhou (Frank) Long
• New relationship between supplier and consumer ---being a observer
• Wider range, wider targets, wider usage.
• Having a human-centered combination and conclusion .
Design, Business and Innovation Hongzhou (Frank) Long
8. GoingDeeper,SeeingFurther…
Design, Business and Innovation Hongzhou (Frank) Long
• New method research builds a new connection to consumer, making the
process more efficient.
• Interaction. (transpositonal consideration)
Design, Business and Innovation Hongzhou (Frank) Long
9. GoingDeeper,SeeingFurther…
Design, Business and Innovation Hongzhou (Frank) Long
• Competition forced to open a new business ecosystem
• Business Future Tendency.
Design, Business and Innovation Hongzhou (Frank) Long
10. GoingDeeper,SeeingFurther…
Design, Business and Innovation Hongzhou (Frank) Long
• Interpretation update : Adding cultural, belief, behavior into the factors.
• Ethnographic study open a another way for better business decision
making.
Design, Business and Innovation Hongzhou (Frank) Long
16. EthnographicResearch ObservationNotes
Design, Business and Innovation Hongzhou (Frank) Long
• Speakers has different presentation style.
• Whether using of PowerPoint or not for presentation.
• Different gesture, the way of interaction, communication, and
exemplification .
Design, Business and Innovation Hongzhou (Frank) Long
17. EthnographicResearchObservationNotes
Design, Business and Innovation Hongzhou (Frank) Long
• Audience’s main attentions were leading by different presentation styles.
• Listening, recording, watching, thinking, communicating.
• Five senses are weighted differently.
Design, Business and Innovation Hongzhou (Frank) Long
18. EthnographicResearchObservationNotes
Design, Business and Innovation Hongzhou (Frank) Long
• Activity after presentation
• Some students met preferential treatment unintentionally because of
uniformity : People wear in the suit
Design, Business and Innovation Hongzhou (Frank) Long
19. EthnographicResearchFindings.
Design, Business and Innovation Hongzhou (Frank) Long
• Talking opportunity for students who dress in casual way.
• Interaction between speakers and audience.
• Possible better way to start speech.
Design, Business and Innovation Hongzhou (Frank) Long
22. InterviewFindings
Design, Business and Innovation Hongzhou (Frank) LongDesign, Business and Innovation Hongzhou (Frank) Long
• His favorite speech style is different from me, which imply that
speech diversity is a good thing.
• Professional dress is suggested when opportunity is needed.
23. InterviewingHumans Summary
Design, Business and Innovation Hongzhou (Frank) Long
• Interviewing users is a advanced way of ethnographic research.
• Getting qualitative information from either existing or potential users face to face.
Design, Business and Innovation Hongzhou (Frank) Long
24. InterviewingHumans Summary
Design, Business and Innovation Hongzhou (Frank) Long
Beginning part of interview
• Keeping to the point of topics
• Recording demographic info if needed
• Relaxed atmosphere
Design, Business and Innovation Hongzhou (Frank) Long
25. InterviewingHumans Summary
Design, Business and Innovation Hongzhou (Frank) Long
Content
• Open-ended question
• Sufficiently talkative subject
• Follow-up question
Design, Business and Innovation Hongzhou (Frank) Long
26. InterviewingHumans Summary
Design, Business and Innovation Hongzhou (Frank) Long
Conclusion of interview
• Wrap-up question
• Be flexible to quit or expand more.
• Be conversational and natural
Design, Business and Innovation Hongzhou (Frank) Long
27. InterviewingHumans Summary
Design, Business and Innovation Hongzhou (Frank) Long
After collecting
• Using behavior patterns, and mental models to analyze
customers’ habits, perspectives, insights.
• Be able to add notes to previous ethnographic research or design
journey as useful reference.
Design, Business and Innovation Hongzhou (Frank) Long
28. Peer toPeer Documentation
Design, Business and Innovation Hongzhou (Frank) LongDesign, Business and Innovation Hongzhou (Frank) Long
29. Peer toPeer Documentation
Design, Business and Innovation Hongzhou (Frank) LongDesign, Business and Innovation Hongzhou (Frank) Long
30. Peer toPeer Documentation
Design, Business and Innovation Hongzhou (Frank) LongDesign, Business and Innovation Hongzhou (Frank) Long
31. Peer toPeer Documentation
Design, Business and Innovation Hongzhou (Frank) LongDesign, Business and Innovation Hongzhou (Frank) Long
32. Peer toPeer DocumentationFindings
Design, Business and Innovation Hongzhou (Frank) Long
• Speaker performed the multiple Video to catch her points
• Speaker had one hour for Q&A session.
• Last few student to talk to speaker didn’t wear professional attire.
• Unexpressed need: Internship opportunity
Design, Business and Innovation Hongzhou (Frank) Long
33. DeskResearch,BusinessSites
Design, Business and Innovation Hongzhou (Frank) Long
“Patriots Quarterback Tom Brady Has Some Style Advice for You”
• A NBA player has a better reputation than a football player, because NBA
Association mandate what the players wear after game by their own dress code.
• Player and sports association should take advantage of opportunity when
showing up.
Design, Business and Innovation Hongzhou (Frank) Long
34. DeskResearch,BusinessSites
Design, Business and Innovation Hongzhou (Frank) Long
“Patriots Quarterback Tom Brady Has Some Style Advice for You” Pg2
• A well-dressed player would feel confident when appear in public .
• Showing up opportunity for players is same as the talking opportunity for
“casual students” as my ethnographic research.
• http://www.bloomberg.com/news/articles/2016-09-14/patriots-quarterback-tom-brady-has-some-style-
advice-for-you
Design, Business and Innovation Hongzhou (Frank) Long
35. DeskResearch,BusinessSites
Design, Business and Innovation Hongzhou (Frank) Long
“Why French businessmen dress better”
• A good dress sense constitutes a better impression. French students more
aware of clothes from an early age under the supervision of parents, so
they could easily creates significant peer pressure
• Having an excellent dress code or dress habit is equal to having a better
competitiveness.
https://www.ft.com/content/a6e1c8e2-65f6-11e6-8310-ecf0bddad227
Design, Business and Innovation Hongzhou (Frank) Long
36. DeskResearch,BusinessSites
Design, Business and Innovation Hongzhou (Frank) Long
“Who will well-dressed Olympic teams be wearing?”
• Each country has its own designed uniform for Olympians .Different team
wants to express a variety of ideas : the desire of victory, the symbol of
enthusiasm, the pursuit of reputation.
• Your dress is a form of language .
http://money.cnn.com/2016/08/04/news/olympics-rio-designers-uniforms/index.html
Design, Business and Innovation Hongzhou (Frank) Long
37. DeskResearch,BusinessSites
Design, Business and Innovation Hongzhou (Frank) Long
“Suited. Booted. Sorted”
• Wearing a suit and tie is not necessary everyday, as a student ,because
university is not hierarchical system, so the formal attire is not always
needed.
• Dressing a suit is regarded as a master of the universe status.
https://www.ft.com/content/0d9d8630-7550-11e6-b60a-
de4532d5ea35?ftcamp=published_links%2Frss%2Flife-arts%2Ffeed%2F%2Fproduct
Design, Business and Innovation Hongzhou (Frank) Long
38. DeskResearch,BusinessSites
Design, Business and Innovation Hongzhou (Frank) Long
“Sorry JPMorgan, smart guys still wear suits”
• Staff wish to wear “business casual” to reflect a new way of work. The
increasingly ubiquitous suit with no tie is not a good idea, because it lost
identical information.
• Bank would not abandon the dress code, but some of are trying to .
• The arguments on both sides are still different.
https://www.ft.com/content/7b9bb1bc-2d56-11e6-bf8d-26294ad519fc
Design, Business and Innovation Hongzhou (Frank) Long
40. ExecutiveSummaryandAccompanyingInfographic
Design, Business and Innovation Hongzhou (Frank) Long
• Using a mobile app to facilitate post lecture dialogue within the context of university clubs,
special courses and school events, providing additional learning opportunities for the
attendees.
• The designed dialogue takes place in an online platform, created from school calendar data
and would exist within in a pre-determined, time-limited forum.
• Mobile features include individual profile and the social network function for users, in
order to find other users with the similar interest or synergistic program.
Design, Business and Innovation Hongzhou (Frank) Long
41. Design, Business and Innovation Hongzhou (Frank) LongDesign, Business and Innovation Hongzhou (Frank) Long
