IDEO, the leading design firm whose clients include Apple, finds innovation in users' true feelings
IDEO, a Silicon Valley-based design consulting firm with clients from many global companies including Apple, Microsoft, Samsung, Prada and P&G.
IDEO, a company that designs everything from products, services and communications to corporate strategy, is creating innovation through design thinking. You can learn how to do it or the online school "Don't you think about it?" IDEO U Since the lecture was held, I took it.
The theme of the first course was, Insights for Innovation (Insights that lead to innovation.)
Here are some of the things I learned in my lecture.
Contents [ hidden display ]
GETTING STARTED
Introduction
Insights Fuel Innovation
Insights create innovation
About the importance of insights.
The IDEO approach focuses on users (needs, desires).
Insights will generate groundbreaking ideas and lead to innovation.
Bank of America "Keep the Change" campaign
A campaign planned by IDEO to increase the number of new Debit Card subscribers.
He looked at how Americans spend their money and focused on the fact that it was cumbersome to exchange change, and he succeeded in running a campaign where a debit card would automatically deposit a change equivalent to less than $ when buying.
The goal of the course is to create a cycle of insights and innovation, and build confidence in creativity.
How This Course Works
what one learns in this course
OBSERVING
observation
Practice Observing
observe a user
Observation is "listening to the eyes".
Being curious and neutral leads to a new perspective.
Getting Curious
have curiosity
Practice Interpreting
interpret
See What an Expert Sees
expert eye
There are many things you can learn from observations before interviewing.
6 Tips for Observing
Six things to note when observing
EXTREMES
extreme user
Why We Learn from Extremes
Why do we learn from extreme users?
Inspired by interviewing Extreme Users (extreme users) rather than using a standard personality or preference.
e.g.) Interview with a famous chef and child about planning kitchen tools
Identifying Extremes
Extreme User Identification
Experts Identifying Extremes
Identify Extreme Users by Experts
Demonstrates how IDEO selects extreme users.
INTERVIEWING
interview
An Interview Gone Wrong
wrong interview
A bad example of an interview: don’t take eye contact, have no body language and never develop from an answer without throwing a question.
In order to improve, it is important to show interest in the other person and deepen their relationship.
5 Tips for Interviewing
Five important things for a good interview
EMPATHY
empathy
Why Empathy Matters
Why empathy matters?
Empathy" is important for user understanding.
It is important to be in the situation where users are placed and understand their feelings.
e.g.) experience clouded vision by applying vaseline to glasses for the understanding of an elderly person with cataracts
An Exercise in Empathy
empathetic exercise
As an exercise, people commuting to bikes in three cities around the world have seen footage taken while commuting with a wearable camera, and they’ve found some similarities and differences.
4 Tips for Empathy Immersion
Four important things to deepen empathy
- Change the perspective (e.g., considering height)
(e.g., physical restrictions)
“You can do it yourself (e.g., experience of hospitalization)
have a similar experience
INSIGHTS
Insight (user's real name)
The Anatomy of an Insight
insight analysis
How to summarize convincing insights.
what is insight?
Authentic: What You Can Get From Real User Observations
Non-obvious: It's not as trivial as it sounds
Revealing: What you’re potentially feeling and thinking
tips to get a good insight
Inform: Is it going to reveal your needs and your watch?
Inspire: Are you willing to do something?
Memorable: Is it easy to express and share in words
4 Steps for Summarizing Insights
how to summarize insights
narrow down and make sense of insights from observations, extreme user perspectives, interviews, and empathy experiences.
1) Capture: Quotation of statements, notice from observations and interpretations are written on sticky notes.
2) Connect: sum up by meaning, try to theme; highlights are important.
3)Craft: Deduce insights to share (rely on intuition, do it over time).
4) Storytell: Put together a story with words and visuals.
CONCLUSION
instead
Course Conclusion
course musubi
Seeing with new eyes is important.
Beginners should focus on “observation” and “interview”.
Experiencers are encouraged to focus on “extreme user perspective” and “empathy experience”.
In the video of the lecture, together with a demonstration, IDEO’s approach is explained in an easy-to-understand manner.
At IDEO, it was impressive to see a flat and free discussion taking place in an airy environment where even college-like atmospheres can be seen.
While surface user research can only produce products that meet the obvious needs, it seems to be the secret of IDEO’s innovation to take a step further and gain deeper insights.
I feel that the systematization of these thinking methods is a good thing for Westerners, but I also learn about creating an organization where anyone can produce high-quality output without relying on "genius" work.
IDEO U will continue to offer new courses in the future, all lectures will be in English. If you are interested, why not consider taking one?