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
Empathy map
What people DO
Observable
What people THINK
What people FEEL
Inferred
Implcit
Explicit
What people SAY
Erica:
Truck owner
John:
Mechanic
Play: the role of an “imposter” ethnographer
Note: what is important to Erica and John
Erica video
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”
John video
What’s important to John?
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 be trusted
“You think you had a good
reputation, but it wears on
you when people question
you.”
To service knowledgeable
clientele
“They understand stuff,
so it’s not a big battle”
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.”
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”
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
What’s important to John
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 be trusted
“You think you had a
good reputation, but it
wears on you when
people question you.”
To service
knowledgeable
clientele
“They understand
stuff, so it’s not a big
battle”
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.”
In the context of car maintenance,
How might we enable John . . .
To be trusted
To build relationships
with customers
To tackle a challenging
problem
To service
knowledgeable
clientele
HOW to brainstorm: Rules
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
IDEATION : Select multiple concepts
Use contrasting selection criteria to preserve innovation potential
Dishmaker by Ted Selker and Leonardo Bonanni from MIT
prototyping is an
ATTITUDE
keep it
LO-RES
create
EXPERIENCES
July 7-9th, 2008
Dishmaker by Ted Selker and Leonardo Bonanni from MIT
prototype: what?
product
works like
looks like
interacts like
service/
experience
space
story
Prototyping Activity
IN TEAMS
Select two of your selected concepts
INDIVIDUALLY
Sketch two versions of both of the ideas (4 sketches per
person)
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
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.
Debrief:
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
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
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
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