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

Play: the role of an “imposter” ethnographerNote: what is important to Erica and John

Erica:Truck owner

John:Mechanic

Erica video

To feel empowered“It makes me feel good” (to drive up in the big truck)

To trust her mechanic“I have to trust, I have no other choice”

To appear knowledgeable“I don’t want to look dumb, or sound dumb”

To learn“I wish they would let me go in the bay . . . So I could learn more”

To be independent“I can deal with the situation . . . I can figure out what I need to do and just do it”

What’s important to Erica?

John video

What’s important to John?

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 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 service knowledgeable clientele“They understand stuff, so it’s not a big battle”

What’s important to Erica

To feel empowered“It makes me feel good” (to drive up in the big truck)

To trust her mechanic“I have to trust, I have no other choice”

To appear knowledgeable“I don’t want to look dumb, or sound dumb”

To learn“I wish they would let me go

in the bay . . . So I could learn more”

To be independent“I can deal with the situation . . . I can figure out what I need to do and just do it”

In the context of car maintenance,How might we enable Erica . . .

To feel empowered

To trust her mechanic

To appear knowledgeable

To learnTo be independent

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 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 service knowledgeable clientele“They understand stuff, so it’s not a big battle”

What’s important to John

To build relationships with customers

To be trustedTo tackle a challenging problem

To service knowledgeable clientele

In the context of car maintenance,How might we enable John . . .

HOW to brainstorm: Rules

In the context of car maintenance,

To feel empoweredTo appear knowledgeableTo trust her mechanicTo learnTo be independent

Select One Need for Your UserBrainstorm in Team: 12 minutes

To tackle a challenging problemTo be trustedTo build relationships with customers To service knowledgeable clientele

HMW enable Erica . . . HMW enable John . . .

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 TEAMSSelect two of your selected concepts

INDIVIDUALLYSketch two versions of both of the ideas (4 sketches per person)

Prototyping Activity

IN TEAMSShare your sketches with your team

IN PAIRSRevise 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:

EMPATHYgives 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

IDEATIONgenerates 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 & FEEDBACKaccelerates learning, reduces risk, and gives confidence that your solution is desirable, feasible and viable

•attitude of experimentation•lo-res experiences

EMPATHYgives 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

IDEATIONgenerates 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 & FEEDBACKaccelerates learning, reduces risk, and gives confidence that your solution is desirable, feasible and viable

•attitude of experimentation•lo-res experiences

EMPATHYgives 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

IDEATIONgenerates 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 & FEEDBACKaccelerates learning, reduces risk, and gives confidence that your solution is desirable, feasible and viable

•attitude of experimentation•lo-res experiences

EMPATHYgives 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

IDEATIONgenerates 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 & FEEDBACKaccelerates learning, reduces risk, and gives confidence that your solution is desirable, feasible and viable

•attitude of experimentation•lo-res experiences