This is a slide deck for the session on Design Inquiry for "Leading by Design" course at Fox School.

1. © copyright, youngjin yoocenter for design + innovation
cD+i
design inquiry

2. Center for Design
cD+iTransforming ideas into actions
and Innovation
trying to explore
unspoken needs
through
empathic inquiry

3. Center for Design
cD+iTransforming ideas into actions
and Innovation
from large volume of
qualitative data

4. Center for Design
cD+iTransforming ideas into actions
and Innovation
into a set of answers

5. Center for Design
cD+iTransforming ideas into actions
and Innovation
1. what inspires you,
both good and bad?

6. Center for Design
cD+iTransforming ideas into actions
and Innovation
2. who are the affected
stakeholders?

7. Center for Design
cD+iTransforming ideas into actions
and Innovation
3. what are unmet needs
and why is it important?

8. Center for Design
cD+iTransforming ideas into actions
and Innovation
4. what is your solution
to change the situation?

9. Center for Design
cD+iTransforming ideas into actions
and Innovation
5. what are the
resources to create and
sustain your solutions?

10. Center for Design
cD+iTransforming ideas into actions
and Innovation
data collection

11. Center for Design
cD+iTransforming ideas into actions
and Innovation
who

12. Center for Design
cD+iTransforming ideas into actions
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ordinary people

13. Center for Design
cD+iTransforming ideas into actions
and Innovation
extreme users

14. Center for Design
cD+iTransforming ideas into actions
and Innovation
magnifier of
hidden needs

15. Center for Design
cD+iTransforming ideas into actions
and Innovation
how

16. Center for Design
cD+iTransforming ideas into actions
and Innovation
immerse in the context

17. Center for Design
cD+iTransforming ideas into actions
and Innovation
follow people

18. Center for Design
cD+iTransforming ideas into actions
and Innovation
stationary
observation

19. Center for Design
cD+iTransforming ideas into actions
and Innovation
personal archeology

20. Center for Design
cD+iTransforming ideas into actions
and Innovation
follow%people%or%things
follow things
... through the eyes of
chopsticks

21. Center for Design
cD+iTransforming ideas into actions
and Innovation
structured observation

22. Center for Design
cD+iTransforming ideas into actions
and Innovation
tools?
culture?
why?
patterns
signs?
meaning?
actions
people
where & when

23. Center for Design
cD+iTransforming ideas into actions
and Innovation
meaning-focused
questions

24. Center for Design
cD+iTransforming ideas into actions
and Innovation
looking for Tide
Killer?

25. Center for Design
cD+iTransforming ideas into actions
and Innovation
Q: why do you use Tide?
A: to have clean clothes

26. Center for Design
cD+iTransforming ideas into actions
and Innovation
product-focused question

27. Center for Design
cD+iTransforming ideas into actions
and Innovation
Q: what do you mean by
clean clothes?

28. Center for Design
cD+iTransforming ideas into actions
and Innovation
fresh%smell
soft%fabric
clean%
color
ready%for%
important%
meeting
no%dirt
Innovating Tide

29. Center for Design
cD+iTransforming ideas into actions
and Innovation
interpretation

30. Center for Design
cD+iTransforming ideas into actions
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individual interpretation

31. Center for Design
cD+iTransforming ideas into actions
and Innovation
ask these questions

32. © copyright, youngjin yoocenter for design + innovation
cD+i what do you see?

33. © copyright, youngjin yoocenter for design + innovation
cD+i
try to guess what might
be the reasons for the
behavior you observe?

34. © copyright, youngjin yoocenter for design + innovation
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what tools are being used?

35. © copyright, youngjin yoocenter for design + innovation
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who else is there?

36. © copyright, youngjin yoocenter for design + innovation
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when and where

37. © copyright, youngjin yoocenter for design + innovation
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signs and
symbols?

38. © copyright, youngjin yoocenter for design + innovation
cD+i
what’s
before and
after?

39. © copyright, youngjin yoocenter for design + innovation
cD+i
What can you do with a
bottle of water?

40. Center for Design
cD+iTransforming ideas into actions
and Innovation
story telling

41. Center for Design
cD+iTransforming ideas into actions
and Innovation

42. Center for Design
cD+iTransforming ideas into actions
and Innovation
be specific

43. Center for Design
cD+iTransforming ideas into actions
and Innovation
be descriptive

44. Center for Design
cD+iTransforming ideas into actions
and Innovation
who, what, when, why
and how

45. Center for Design
cD+iTransforming ideas into actions
and Innovation
building a
persona

46. Center for Design
cD+iTransforming ideas into actions
and Innovation
identifying stakeholders

47. Center for Design
cD+iTransforming ideas into actions
and Innovation
use research data

48. Center for Design
cD+iTransforming ideas into actions
and Innovation
identify common
dimensions

49. Center for Design
cD+iTransforming ideas into actions
and Innovation
Name:
Age:
Job:
Family:
Gender:
Key values:
A habit:
Home town:
Key interests:
Hobbies:

50. Center for Design
cD+iTransforming ideas into actions
and Innovation
Stakeholders,
Abids&
Gachibowli&

51. Center for Design
cD+iTransforming ideas into actions
and Innovation
Infla%on'
The Struggle of
the Everyday
An'income'source''
characterized'by'unpredictability'
Sending'his'children'through'school'
To'be'able'to'afford'a'touch&
'of'the'nicer'things'in'life'
A'few'small'indulgences'
Name: Jabbar
Auto Driver
Income of Rs. 12,000
Lives in Indiranagar
Married with two children

52. Center for Design
cD+iTransforming ideas into actions
and Innovation
not a stereotype

53. Center for Design
cD+iTransforming ideas into actions
and Innovation
follow the character:
be generative

54. Center for Design
cD+iTransforming ideas into actions
and Innovation
pattern recognition

55. Center for Design
cD+iTransforming ideas into actions
and Innovation
organize your data

56. Center for Design
cD+iTransforming ideas into actions
and Innovation
sequence of activities
time
location
actors
artifacts
experiences

57. Center for Design
cD+iTransforming ideas into actions
and Innovation
physical
emotional
cognitive
social
cultural
technical

58. Center for Design
cD+iTransforming ideas into actions
and Innovation
customer experience map
Activities
Actor*A
current
experience
Actor*B
Actor*C
emotional
cognitive
physical
social

61. Center for Design
cD+iTransforming ideas into actions
and Innovation
examples

62. Center for Design
cD+iTransforming ideas into actions
and Innovation
• Uncertain)bus)-mings)
– Boarding)
– ETA)at)des-na-on)
• Seat)availability)
Unmet)needs)
• Impacts)emo-ons)
• Impacts)experience)
6)am) 7:45)am) 9)am) 4)pm)8)am)

63. Center for Design
cD+iTransforming ideas into actions
and Innovation

64. Center for Design
cD+iTransforming ideas into actions
and Innovation

65. Center for Design
cD+iTransforming ideas into actions
and Innovation

66. Center for Design
cD+iTransforming ideas into actions
and Innovation
Comparison of Street Corners
10th and Spruce
2nd and Market
5th and Chestnut
Current Advertising Users User Activities Specific Lamppost
No advertising signs
Minimal advertisements in
newspapers on the street
minimal advertising
Tourist signs
Banner advertising
Advertising on buildings tourist
signs, transportation signs
Local residents
Local residents, tourists,
workers
Business people,
tourists, residents
Dog-walking, jogging,
talking with others,
drinking coffee
Walking to or from home,
dog-walking, pushing
strollers, walking with
children, dining out
Dining out, walking,
touristy things, dog-
walking, musuems

67. Center for Design
cD+iTransforming ideas into actions
and Innovation
Proximity
21st and Lombard
Local Businesses such as:
Coffee shops, Shops, Restaurants, Bars, Ice cream parlors, grocery stores
(according to mapquest.com)
6th and Chestnut
15th and Market

68. Center for Design
cD+iTransforming ideas into actions
and Innovation

69. Center for Design
cD+iTransforming ideas into actions
and Innovation

70. HIV Home Access Self Test Experience Map
PREPARE
ISSUES
WRAP UPTEST
1 21 262516 286 1311 12 33
2 22 2717 297 14
3 2318 308 15
4 2419 319
5 20 3210
UNVEIL OUTER
LAYER
CLEAN UP
AFTER TEST
SELF TIMINGTAKE THE
TEST
UNVEIL INNER
LAYER
FILL OUT
FORM
SEAL SPECIMEN DISPOSALASSESS ALL
ARTIFACTS
PREPARE TO
ACTIVATE
CALL TO ACTIVATE
PRODUCT
Take package out Trying to find out what
to do next
Awkward mindset and
physically messy
Setting timer for 30
minutes, allowing
blood sample to dry
Writing Home Access
code and collection
date
Difficult to write with
punctured finger and
bandage
Clean with alcohol prep
pad
Placing sample card into
sample return pouch
Open inner layer package
to see more parts
Getting ready to activate
product by registering
code number
Wording on instruction is
insensitive
Place all parts on table
A lot of table space is
needed for this test. It is
a bit overwhelming
Rip and save home access
test code number
Cleaning everything up
How can this be
disposed discreetly?
Rip shrink wrap
Difficulty in
opening package
Use gauge pad to clean
finger
Waiting for 30 minutesUse lancet to puncture
finger
Reading instructionsTake out test
administering materials
Calling 1-800-400-8988
to register
Uncomfortable personal
questions are asked by
an automated voice
Take out instructions Opening bandage on
her own
Test kit should have
instructed to pre-open
bandages before test
Apply pressure to
squeeze blood
Sealing sample return
pouch
FedEx package for to ship
specimen after test
Phone conversation
ends after 6 min and 16
seconds
Too many questions
asked by automated
voice. Already
frustrated before even
administering test
Open up instruction
manual
Too much text and info
Cleaning up bandage
residue
Add blood drops to
circle on card
Need a lot more blood
than anticipated
Placing sample return
pouch into cardboard
envelope
Cardboard envelope
What is this blank
envelope for?
Take out Blood Sample
Collection Card
Fill circle completely Placing into FedEx
envelope
Sample return pouch
Why is there another
envelope?
RESEARCH FOR PROJECT M, HIV HOME TESTING KIT EXPERIENCE, ©2008 KIPUM LEE

71. ARCHITECTURE: COFFEE VENDING MACHINE
CURRENT USER / INTERACTION PROCESS
IMPROVEMENTS
INSTRUCTIONS & MENU
The layout of the instructions is separate from the menu, such
that the user has to take time to read and understand how exact-
ly to use the machine, and then consider what options are avail-
able.
If each step of the instructions is laid out in sequence of
ordering with the corresponding menu buttons below, the user is
guided through the process of beverage selection in a swift and
flowing manner.
PAYMENT OPTIONS
The only form of payment accepted is cash and coins.
The option of electronic payment would take effect in several
ways:
Less time searching for change.
No need for exact change.
No forgetting to take change.
More convenience when having to handle multiple
items while reaching down to take change and
coffee cup.
DISPENSER DOOR & LOCATION
The filled cup of beverage is dispensed at a location that is
awkard for most users. It requires the user to have to bend down
and open a hatch, which can be inconvenient if already carrying
other items. Visibility of the cup is also limited, so grasping the
hot cup can be hazardous & may lead to spillage.
By moving the dispenser location up higher and to the right, in
alignment with the payment location, it would allow for more
convenience & ultimately less spillage. Also, if the door was on
hinges so it could stay open, this would allow the user to conve-
niently do everything with only one hand, if necessary.
LID LOCATION
Lids are located in an area several feet away from the machine,
so most users are not even aware of the availability, or have to
spend time searching for them.
Storing the lids either on or closer to the machine would make
users aware of the presence of the lids, and also reduce time
spent searching for them while holding a hot cup of coffee.
PHYSICAL
EVIDENCE
Break
Room
Break
Room
Change
Slot
Cup of
Coffee Lids
Arrive
decision
point
Machine
Selection
decision
point
Drink
Selection
decision
point
Complement
Selection
decision
point
Size
Selection
Read Machine
Instructions Insert Money
Credits Money
Illuminate
Drink Options
Illuminate
Complement
Options
Illuminate
Size Options
Dispense
Change
Illuminate
Door
Brewing &
Dispensing
Beverage
Dispense
Change
Supply
Machine
(Cups)
Collect
Money
Supply
Machine
(Coffee)
Supply
Machine
(Complements)
Supply
Machine
(Coins)
Stock Lids
Dispense
Beverage
Press Button Press Button Press Button Wait
Get Change
(if applicable) Find Lid
Get Beverage
1.Bend down
2.Lift Door
3.Get cup
Vending
Machines
Coffee Vending
Machine
Coin
Slot Drink Menu Complement Menu Size Menu
CUSTOMER
ACTIONS
LINE OF INTERACTION
ONSTAGE
MACHINE INTERACTION
LINE OF VISIBILITY
BACKSTAGE
MACHINE PROCESS
LINE OF MACHINE INTERACTION
SUPPORT
PROCESSES
GEORGE
PHYSICAL
EVIDENCE
Break
Room
Break
Room
Cup of
Coffee
Lids
Arrive
decision
point
Machine
Selection
Read
Instruction 1.
Insert Money
Read
Instruction 2.
Select Drink
Read
Instruction 3.
Select
Complement
Read
Instruction 4.
Select Size
Credits Money
Illuminate
Drink Options
Illuminate
Complement
Options
Illuminate
Size Options
Illuminate
Door
Brewing &
Dispensing
Beverage
Supply
Machine
(Cups)
Collect
Money
Supply
Machine
(Coffee)
Supply
Machine
(Complements)
Stock Lids
Dispense
Beverage
Wait Get Lid
Get Beverage
1.Open Door
2.Get cup
Vending
Machines
Coffee Vending
Machine
Drink
Menu
Complement
Menu
Size
Menu
CUSTOMER
ACTIONS
LINE OF INTERACTION
ONSTAGE
MACHINE INTERACTION
LINE OF VISIBILITY
BACKSTAGE
MACHINE PROCESS
LINE OF MACHINE INTERACTION
SUPPORT
PROCESSES
Kandy Hricik
Harini Kasturi
Design in Management
Assignment 5: Service Blueprinting
Sep. 22, 2011
Project by Kandy Hricik (MBA 2012) & Harini Kasturi
Student
Work

72. Center for Design
cD+iTransforming ideas into actions
and Innovation
generating solutions

73. Center for Design
cD+iTransforming ideas into actions
and Innovation
Ask “How might we ...?”

74. Center for Design
cD+iTransforming ideas into actions
and Innovation
looking for
plausible alternative

75. Center for Design
cD+iTransforming ideas into actions
and Innovation
“There are those that look at
things the way they are, and
ask why? I dream of things
that never were, and ask why
not?”
Robert F. Kennedy

76. © copyright, youngjin yoocenter for design + innovation
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business model
describes the rationale of how an
organization creates, delivers, and
captures value

77. © copyright, youngjin yoocenter for design + innovation
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survival equations

78. © copyright, youngjin yoocenter for design + innovation
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value > price > cost

79. © copyright, youngjin yoocenter for design + innovation
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value propositions
what unmet needs do you plan to
solve and how?
which combinations of
experiences are you satisfying?

80. prototyping

81. use papers

82. use post-it

83. use legos

84. use markers
... or whatever

87. Street Light Prototype

88. transforming
bus shelter
surface

94. !!FindAuto.in!

95. Center for Design
cD+iTransforming ideas into actions
and Innovation
storyboarding

96. Center for Design
cD+iTransforming ideas into actions
and Innovation
persona as the
protagonist

97. Center for Design
cD+iTransforming ideas into actions
and Innovation
explore the user
experience

98. Center for Design
cD+iTransforming ideas into actions
and Innovation
goals
activities
tools
other actors
place
events

99. Center for Design
cD+iTransforming ideas into actions
and Innovation
stitching the events

100. Center for Design
cD+iTransforming ideas into actions
and Innovation
not to collect data
but to get inspired

101. Center for Design
cD+iTransforming ideas into actions
and Innovation
not to converge
but to open up new
possibilities

102. Center for Design
cD+iTransforming ideas into actions
and Innovation
to understand the
context and
background in order to
innovate foreground

103. © copyright, youngjin yoocenter for design + innovation
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scenarios

104. © copyright, youngjin yoocenter for design + innovation
cD+i
future of public transportation
urbanization
expansion
of suburban
inexpensive
alternative fuel
expensive
fossil fuel
large long-range!
public transit system
large short-range!
public transit system
small personal short-
range public transit
system
private vehicle with
alternative fuel