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Form teams of 5-6

Form teams of 5-6. Mini project for today: Improve the car maintenance experience . . . Mini project for today: Improve the car maintenance experience . . . What could we do to improve the car maintenance experience?. Erica: Truck owner. John: Mechanic. Erica: Truck owner. John:

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Form teams of 5-6

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  1. Form teams of 5-6

  2. Mini project for today: Improve the car maintenance experience . . .

  3. Mini project for today: Improve the car maintenance experience . . . What could we do to improve the car maintenance experience?

  4. Erica: Truck owner John: Mechanic

  5. Erica: Truck owner John: Mechanic Play: the role of an “imposter” ethnographer Note: what is important to Erica and John

  6. Erica video

  7. What’s important to Erica? To feel empowered “It makes me feel good” (to drive up in the big truck) To appear knowledgeable “I don’t want to look dumb, or sound dumb” To trust her mechanic “I have to trust, I have no other choice” To be independent “I can deal with the situation . . . I can figure out what I need to do and just do it” To learn “I wish they would let me go in the bay . . . So I could learn more”

  8. John video

  9. What’s important to John? To be trusted “You think you had a good reputation, but it wears on you when people question you.” To tackle a challenging problem “Watching it drive out of the driveway with no problem at all” “I listen to Car Talk on my day off to listen to peoples’ gripes and see if I can get the answer.” To build relationships with customers “I love the clientele… familiar faces that come back time and time again comprise 80% of my enjoyment of my job.” To service knowledgeable clientele “They understand stuff, so it’s not a big battle”

  10. What’s important to Erica To feel empowered “It makes me feel good” (to drive up in the big truck) To appear knowledgeable “I don’t want to look dumb, or sound dumb” To trust her mechanic “I have to trust, I have no other choice” To be independent “I can deal with the situation . . . I can figure out what I need to do and just do it” To learn “I wish they would let me go in the bay . . . So I could learn more”

  11. In the context of car maintenance, How might we enable Erica . . . To feel empowered To appear knowledgeable To trust her mechanic To be independent To learn

  12. What’s important to John To be trusted “You think you had a good reputation, but it wears on you when people question you.” To tackle a challenging problem “Watching it drive out of the driveway with no problem at all” “I listen to Car Talk on my day off to listen to peoples’ gripes and see if I can get the answer.” To build relationships with customers “I love the clientele… familiar faces that come back time and time again comprise 80% of my enjoyment of my job.” To service knowledgeable clientele “They understand stuff, so it’s not a big battle”

  13. In the context of car maintenance, How might we enable John . . . To be trusted To tackle a challenging problem To build relationships with customers To service knowledgeable clientele

  14. HOW to brainstorm: Rules

  15. In the context of car maintenance, HMW enable Erica . . . HMW enable John . . . To feel empowered To appear knowledgeable To trust her mechanic To learn To be independent To tackle a challenging problem To be trusted To build relationships with customers To service knowledgeable clientele Select One Need for Your User Brainstorm in Team: 12 minutes

  16. IDEATION : Select multiple concepts Use contrasting selection criteria to preserve innovation potential

  17. Dishmaker by Ted Selker and Leonardo Bonanni from MIT

  18. prototyping is an ATTITUDE

  19. keep it LO-RES

  20. create EXPERIENCES

  21. July 7-9th, 2008

  22. Dishmaker by Ted Selker and Leonardo Bonanni from MIT

  23. prototype: what? service/ experience product space story works like looks like interacts like

  24. Prototyping Activity IN TEAMS Select two of your selected concepts INDIVIDUALLY Sketch two versions of both of the ideas (4 sketches per person)

  25. Prototyping Activity IN TEAMS Share your sketches with your team IN PAIRS Revise the sketches based on what your group created. As a pair, prepare 2 sketches per idea to share with another team

  26. Get Feedback IN PAIRS Test your ideas with a partner team. Subject: play the role of Erica or John as you are giving feedback. 4 minutes for each share/test, then switch.

  27. Debrief:

  28. EMPATHY • gives confidence that you are working on a meaningful problem; • forces you to take a perspective other than your own • imposter ethnographers • observe what people say & do to infer what they think & feel • extreme users • IDEATION • generates many unexpected and diverse alternatives to draw from when looking for a new approach • defer judgement, wild ideas, build on ideas of others • select multiple concepts with different criteria • PROTOTYPING & FEEDBACK • accelerates learning, reduces risk, and gives confidence that your solution is desirable, feasible and viable • attitude of experimentation • lo-res experiences

  29. EMPATHY • gives confidence that you are working on a meaningful problem; • forces you to take a perspective other than your own • imposter ethnographers • observe what people say & do to infer what they think & feel • extreme users • IDEATION • generates many unexpected and diverse alternatives to draw from when looking for a new approach • defer judgement, wild ideas, build on ideas of others • select multiple concepts with different criteria • PROTOTYPING & FEEDBACK • accelerates learning, reduces risk, and gives confidence that your solution is desirable, feasible and viable • attitude of experimentation • lo-res experiences

  30. EMPATHY • gives confidence that you are working on a meaningful problem; • forces you to take a perspective other than your own • imposter ethnographers • observe what people say & do to infer what they think & feel • extreme users • IDEATION • generates many unexpected and diverse alternatives to draw from when looking for a new approach • defer judgement, wild ideas, build on ideas of others • select multiple concepts with different criteria • PROTOTYPING & FEEDBACK • accelerates learning, reduces risk, and gives confidence that your solution is desirable, feasible and viable • attitude of experimentation • lo-res experiences

  31. EMPATHY • gives confidence that you are working on a meaningful problem; • forces you to take a perspective other than your own • imposter ethnographers • observe what people say & do to infer what they think & feel • extreme users • IDEATION • generates many unexpected and diverse alternatives to draw from when looking for a new approach • defer judgement, wild ideas, build on ideas of others • select multiple concepts with different criteria • PROTOTYPING & FEEDBACK • accelerates learning, reduces risk, and gives confidence that your solution is desirable, feasible and viable • attitude of experimentation • lo-res experiences

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