Barry-Kahn. Innovation. Observation and Needfinding
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1 Barry-Kahn Innovation Observation and Needfinding
2 Some questions we want you to answer: 1. What stories will you share with your family and friends? 2. What are some contradictions people say one thing and do another a product or service that is not consistent with its message 3. Why are people drinking or carrying water? 4. What s wrong with tap water, if anything?
3 Who are we
4 Who are we point > Forward We work with teams of marketers designers engineers social scientists
5 Who are we Doing research and Needfinding for point > Forward
6 Who are we point > Forward Technology innovation
7 Who are we Design strategy point > Forward
8 Who are we point > Forward New product development
9 Who are we point > Forward For a variety of companies
10 Today we are going to investigate t Observation and Needfinding.
11 Why Observation?
12 The heart of innovation
13 Understanding gpeoplep
14 Especially customers and users Patricia Moore
15 Observation is key to that understanding
16 Observation tells you Triggers of use
17 Observation tells you Interactions with the use environment
18 Observation tells you
19 Observation tells you
20 Observation tells you User workarounds
21 Observation tells you Unarticulated user needs
22 Observation tells you Intangible attributes of a product
23 Observation tells you Key stories a Key stories a product must communicate
24 Please find a partner.
25 Using Play- Doh, make a utensil to help your friend eat their favorite dish.
26 Having just created a new product what s a good product?
27 Observation and the Needfinding Process
28 Abstract Frameworks Imperatives Analysis Synthesis Observations Solutions Figure out the story Concrete Tell a new story
29 Needs gaps within a system of Use, Usability and Meaning
30 Needfinding discovering opportunities by recognizing those gaps
31 Innovation uses observation and Needfinding to
32 Figure out the story
33 And tell a new one
34 Use, Usability and Meaning A local story Acorn preparation as practiced by the Meaning Mono Indians of Fresno and Madera Meaning Counties till about 1923 Black and White Oak acorns Black and White Oak acorns provided all their bread food
35 Use, Usability and Meaning A local story This Indian woman is preparing acorn meal, a slow difficult process of pounding and grinding with a shaped stone
36 Use, Usability and Meaning A local story She is using a Community Mill, a large flat granite boulder with many holes which serve as mortars
37 Use, Usability and Meaning
38 Use The basic functionality of a product: explicit need work to be done task to be solved what it has to do Use
39 Usability Represents aspects of a product that give the user access to the Use: Physical ergonomics Cognitive sense Use Usability
40 Use and Usability Use Usability
41 Meaning Cultural stories communicating: organizing frames emotional resonance expectations Use Usability Meaning
42 Meaning Imagine an interview about making bread food from acorns: It is a hard, time-consuming i job for us. From the village...to this boulder we have always come to sit and work. We sit and pound acorns, gossip, scold the children and make food for our tribe. The children play nearby and can hear our stories and songs. To pass the time, we tell stories and sing the songs of our people and how they live in the world. The acorn is mother to us all and this stone is where we give her life and she gives us life Use Meaning Usability
43 Meaning Use Usability Meaning
44 Needs Needs are gaps within Use, Usability and Meaning We innovate by creating experiences that bridge these gaps Use Usability Meaning
45 The Basic Idea
46 The Basic Idea We listen to the stories people tell us
47 The Basic Idea We observe what people do
48 The Basic Idea We listen to the stories people tell us about what they do
49 The Basic Idea Look for needs: disconnects workarounds contradictions Use, Usability and Meaning and ask why?
50 The Basic Idea We then help conceptualize new solutions to fit those needs
51 The Basic Idea When asked to build a bridge what do you do?
52 Let s unpack some of your portable water observations.
53 Barry-Kahn Innovation Through Customer Centered Design
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