Today’s workplace calls for a new style of leadership to embolden and accelerate innovation. Design offers a novel way to discover market opportunities, experiment to validate concepts and mitigate risk, and deliver value to all stakeholders. This course offers hands-on experience applying human-centered design process to real-world challenges, and requires you to explore the world around you. Learn how to engage with end users, effectively frame problems, identify potential solutions, and build prototypes to test assumptions and learn what works (and doesn’t). Then dive into a range of ways large and small to bring design innovation into your organization.
从本节课中
Using Design Principles to Innovate and Find Opportunities
You will learn that the first step in the design process is finding opportunities. Human-centered designers do so by immersing themselves in a particular user context to identify areas of focus for design innovation.
Associate Professor, Co-director of the Research Cluster at the Segal Design Institute McCormick School of Engineering and Applied Science (Segal Design Institute), School of Communication, Kellogg School of Management (by courtesy), School of Education and Social Policy (by courtesy)
Pam Daniels
Clinical Assistant Professor, Design Innovator in Residence McCormick School of Engineering and Applied Sciences (Segal Design Institute)
Ed Colgate
Allen and Johnnie Breed University Design Professor, Professor of Mechanical Engineering, Director of the Engineering Design and Innovation Masters Program at the Segal Design Institute McCormick School of Engineering and Applied Science
Greg Holderfield
Pentair - D. Eugene and Bonnie L. Nugent Clinical Associate Professor of Design, Director of the Segal Design Institute, Co-Director of the MMM Program McCormick School of Engineering and Applied Science (Segal Design Institute)
[MUSIC]
Hello, I'm Greg Holderfield.
In the next videos my colleague Martha Cotton and
I are going to focus on how we use design research to uncover insights.
And how these insights lead us to better explore a wider range of ideas.
We will delve into how to visualize ideas so others can understand and
interact with them and equip you to bring your ideas to life.
So let's dig into design research, and how we do it.
You've already learned about the importance of going into context and
doing design research in the field.
Instead of in front of your computer to understand real people in
the context of their everyday lives.
Now you may be asking is designer research different then market research?
Design research relies on small sample sizes that contextualize the human
experience, often bringing to light unarticulated needs.
It's qualitative, not quantitative.
Market research on the other hand often relies on big data aiming to isolate
behavior, validate and or prove through statistical means.
Due to the mounting pressures on industry to innovate,
design research has gained momentum as a way of uncovering richer insights
which lead to more meaningful products, services, and systems.
Please understand we are not asserting that design research is better
than market research.
They both serve different purposes.
And, in the end, work together to inform decision making.
In the previous videos, you were exposed to the idea of research as an inspiration.
A jumping off point for uncovering opportunities.
It's important to remember that the aim of design research is understanding.
It's a process of learning, not of proving or justifying.
Design innovators are intent on understanding real human experience and
open to learning about people and their lives.
Learning and innovation go hand in hand.
By enrolling in this course you are embracing this leadership characteristic.
Examples of two of the techniques we use for
design research are immersive observation and structured interviews.
Immersive observation, which is research conducted in context where products or
services are actually experienced,
can be used to both identify opportunities and explore ideas.
Context offers rich clues far beyond what can be seen in a more anonymous setting.
Structured interviews are guided conversations that help
build our understanding of a user and his or her needs.
To do this, we need to make the user feel comfortable.
Empowering him or her to tell their stories.
It is through these methods that unmet and unarticulated needs are revealed.
Giving the design innovator an empathic perspective
that informs the decision-making process
while helping to illuminate a future state of what could be possible.
Design research teaches us never to assume that we already
know what people's experiences are like before we see them for ourselves.
The process of doing design research is opening yourself up to learn and
to be surprised.
Even if they work you're doing is about something as seemingly mundane and
ordinary as studying how people purchase food.
So you might be wondering, what sort of outcomes result from design research?
What does the capture design research look like?
Here's an example of what a design team capture by conducting design research.
The project was exploring the consumer experience of ordering and
pick up at a quick serve restaurant.
Through immersive observation and structured interviews the team discovered
variety of pain points that were both articulated and
unarticulated that revealed a number of opportunities for innovation.
Now let's talk about how you would prepare for design research.
Design research is more than hanging out and asking questions.
It needs to be thoughtfully planned, developed and rigorously executed.
The first thing you need to think about is your research objectives.
What do you want to learn and where do you want to learn it from?
Your research objectives are best crafted when they start with
verbs like understand.
So let's consider the challenge of developing new product opportunities for
families during the hectic breakfast occasion.
A good design research objective might be
understand the breakfast routines of busy families.
Conversely, a not-so-good design research objective would be,
why do families eat less cereal?
The former objective gives you room to observe a range of family interactions,
activities and environments, while the latter defines a problem that may or
may not be the most meaningful problem to solve.
After you have your objectives,
you need to consider where you go to conduct design research.
Remember, it's important to embrace that design research needs to happen
outside the office.
Observations coupled with in depth interviews are fundamental to
the meaningful understanding of people, environments.
Events, behaviors and interactions.
So if your challenge is new product opportunities for
families during the hectic breakfast occasion, you could consider conducting
your research with the family in their home during breakfast.
If that family eats in the car, you would go with them in the car.
That personal immersion, as uncomfortable as that may feel at first, Is important
for the design innovator to form an empathic lens from which to design.
To be clear, empathy is the action of understanding and
the ability to share someone else's feelings through an experience.
Design innovators are not only better informed through a lived experience and
development of an empathic lens, They are also inspired.
To expand on this,
I would recommend focusing on extreme users in order to understand unique
modes of behavior, which could not only inspire new possibilities, but
also debunk myths or commonly held truths about the area you are designing in.
It is also important to bear in mind that for this kind of research
your participants are experts and you need to treat them as such.
You are the learner and a guest in their world.
Your role is to be open minded, patient and
respectful of how users live their lives and to never be judgmental.
Once you have your objections and guide solidified you'll
need to think about which design research methods you'll want to use in the field.
In the next video we will explore the tools and
techniques necessary to conduct effective design research.
Elizabeth GerberAssociate Professor, Co-director of the Research Cluster at the Segal Design Institute
Pam DanielsClinical Assistant Professor, Design Innovator in Residence
Ed ColgateAllen and Johnnie Breed University Design Professor, Professor of Mechanical Engineering, Director of the Engineering Design and Innovation Masters Program at the Segal Design Institute
Greg HolderfieldPentair - D. Eugene and Bonnie L. Nugent Clinical Associate Professor of Design, Director of the Segal Design Institute, Co-Director of the MMM Program
