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DesignThinking,TimBrown• “Coasting”cameupandaimtomakeridingamoresimple,straightforwardandfun
activity.
Design,Business&Innovation Diana(YiduoQian)
DesignThinking,TimBrown• Theteamdevelopsthemore“in-storedretailingstrategies”andtakemorecareof
consumers
Design,Business&Innovation Diana(YiduoQian)
DesignThinking,TimBrown• Besidesthestrategiesinstores,therearemorethingsoutofstoresthattheteamdid
forconsumers.
Design,Business&Innovation Diana(YiduoQian)
DesignThinking,CriticalQuestion1• Is“Coasting”reallyagoodwaytodriveabike?
ChrisChambersDSAADIOwner/Proprietor|ChrisChambersSchoolofMotoring
Design,Business&Innovation Diana(YiduoQian)
DesignThinking,CriticalQuestion2• Whyyoushouldapplydesignthinkingtoyourlife?
Co.design website
Design,Business&Innovation Diana(YiduoQian)
GoingDeeper,SeeingFurtherJaneFultonSuri
• Ethnographybecomesamoreimportanttermforpeopletogetdeeperinsights
Design,Business&Innovation YiduoQian(Diana)
GoingDeeper,SeeingFurtherJaneFultonSuri
• 10Waysthatgoingdeeperandhavemorevaluableinsights
• Linearconnectionbetweenobservationandimpacteg:ATM&mirror
• Zoomingouttohavealargerandcompleteviewofcontext
• Standingonothers’anglesandoverlappingpeople’sviews
Design,Business&Innovation YiduoQian(Diana)
GoingDeeper,SeeingFurtherJaneFultonSuri
• Consideringextremepeopleandsimilarcases
• Understandingthecultureforcethatmightinfluenceindividuals
• Mixingmultiplesourcestohaveanuancedunderstanding
Design,Business&Innovation YiduoQian(Diana)
GoingDeeper,SeeingFurtherJaneFultonSuri
• Maketheprocessavailabletopeer
• Openuptheprocesstothepublic• Takealookonourown• Widenthebusinessrangeor“target”
Design,Business&Innovation YiduoQian(Diana)
GoingDeeper,SeeingFurtherJaneFultonSuri
• Theseeffortsshouldgodeeperandfurtherandbecomeimportantinbusiness
field
Design,Business&Innovation YiduoQian(Diana)
EthnographicResearchObservations,BrooklynBridgePark
Design,BusinessandInnovation Yiduo Qian(Diana)
Likeposeandmystiquebutshywhileposing
Design,BusinessandInnovation Yiduo Qian(Diana)
EthnographicResearchObservations,BrooklynBridgePark
Tallenoughtocatchthebasketrywithoutmuchleapandwanttodunklikeabasketballplayer
Design,BusinessandInnovation Yiduo Qian(Diana)
EthnographicResearchObservations,BrooklynBridgePark
Playtimewhenwedoneshootingphotos
Design,BusinessandInnovation Yiduo Qian(Diana)
EthnographicResearchObservations,BrooklynBridgeParkTryingtohaveatypicalJUMPshootingandcomparetheheighttheyjumpaftershootingphotos
Design,BusinessandInnovation Yiduo Qian(Diana)
EthnographicResearchObservations,BrooklynBridgeParkFindouttheyallwearblackshirt,wanttoposelikepreludeofafight
• Stricttotheplaceweshootphotos
• Boyspreferdarkshirts
• liketreasonstylephotos
• Insomepoints,boyslikeposingandtakingphotsmorethangirls
• Beautifulviewscaninspirepeopletakingphotosandposedifferently
Design,BusinessandInnovation Yiduo Qian(Diana)
EthnographicResearchFindings
Interviewing Humans•Prepare for the interview
- brief description and goal-have a expect response-Small talk-questions
Design, Business and innovation Yiduo Qian (Diana)
Interviewing Humans• Structure of the interview– introduction (warm up)– Body (doing deeper ; open-ended Q)– Conclusion
Design, Business and innovation Yiduo Qian (Diana)
Interviewing Humans• Host the interview– Breathe– Focus on the interview– Attention vague answers– Not information about yourself
Design, Business and innovation Yiduo Qian (Diana)
Interviewing Humans• Before interview– Make a checklist– List questions
Design, Business and innovation Yiduo Qian (Diana)
Interviewing Humans• Post-production the data – Find themes – Specific language– Point out problems
Design, Business and innovation Yiduo Qian (Diana)
3
Design,BusinessandInnovation Yiduo Qian
InterviewGuide OpenQuestions• How’syourclassgoing
(cancelled)feeling?• Whichclass?Why?• Whatyoudoduring the
sparetime?(directing)
Thegodeep• Whyyouwanttodo?• Whoinspireyou?• What’syouroppinon of…(someone
related)?
EditedInterviewhttps://www.youtube.com/watch?v=x1-WylWPrJg
Design,BusinessandInnovation Yiduo Qian
InterviewFindings
• Hanslikesplayingbasketballandguitarduringhissparetime.
• Hanswantstobeadirectorinthefutureduetohishighschoolexperience.
Design,BusinessandInnovation Yiduo Qian
