Podcast
Questions and Answers
What type of entities exist in the same ecosystem as you and are often part of the overall purchase decision?
What type of entities exist in the same ecosystem as you and are often part of the overall purchase decision?
- Competitors
- Exemplars
- Wallet competitors (correct)
- Substitutes
What is the primary goal of benchmarking competitors?
What is the primary goal of benchmarking competitors?
- To study exemplars
- To find inspirations
- To identify substitutes
- To understand how competitors address the issue and do some detailed research on their strengths and weaknesses (correct)
What are exemplars in the context of research?
What are exemplars in the context of research?
- Other organizations in different industries (correct)
- Wallet competitors
- Other organizations in the same industry
- Substitutes
What is the third ring of research, which is often the hardest to understand and most valuable?
What is the third ring of research, which is often the hardest to understand and most valuable?
What is an analogy in the context of research?
What is an analogy in the context of research?
What can be a source of inspiration in the context of research?
What can be a source of inspiration in the context of research?
What is the primary goal of studying analogies?
What is the primary goal of studying analogies?
What is the order of research, from closest to furthest out?
What is the order of research, from closest to furthest out?
What is the purpose of researching substitutes?
What is the purpose of researching substitutes?
What is the final rung of research in the context of influencing and driving a project?
What is the final rung of research in the context of influencing and driving a project?
What is the original problem being described in the context?
What is the original problem being described in the context?
What is the purpose of looking at how other airlines schedule their pilots' routes?
What is the purpose of looking at how other airlines schedule their pilots' routes?
What type of examples are being looked at in the 'exemplars' step?
What type of examples are being looked at in the 'exemplars' step?
What is the goal of making the problem more abstract?
What is the goal of making the problem more abstract?
What is an example of an industry that could be studied in the 'analogies' step?
What is an example of an industry that could be studied in the 'analogies' step?
What is the ultimate goal of studying how people book vacations?
What is the ultimate goal of studying how people book vacations?
What is the 'analogies' step trying to achieve?
What is the 'analogies' step trying to achieve?
What is the result of making the problem more abstract?
What is the result of making the problem more abstract?
What is the main difference between the 'benchmarks' and 'exemplars' steps?
What is the main difference between the 'benchmarks' and 'exemplars' steps?
What is the ultimate goal of the problem-solving process described?
What is the ultimate goal of the problem-solving process described?
What does the student's abstract of the concept of planning a road trip involve?
What does the student's abstract of the concept of planning a road trip involve?
What does the student take inspiration from in the analogy section?
What does the student take inspiration from in the analogy section?
How does Nasser determine when to launch or where to land a spacecraft?
How does Nasser determine when to launch or where to land a spacecraft?
What is the purpose of the contextual piece in the design process?
What is the purpose of the contextual piece in the design process?
What is the focus of the next section after the contextual piece?
What is the focus of the next section after the contextual piece?
What type of changes in society should designers be willing to look at?
What type of changes in society should designers be willing to look at?
What is one of the categories that designers should look at when understanding trends?
What is one of the categories that designers should look at when understanding trends?
What is a significant change happening in North America, according to the text?
What is a significant change happening in North America, according to the text?
What is an example of a demographic trend that designers might consider?
What is an example of a demographic trend that designers might consider?
What is the purpose of understanding trends and vectors in the design process?
What is the purpose of understanding trends and vectors in the design process?
What is happening to the population of 18- and 19-year-olds in the next few years?
What is happening to the population of 18- and 19-year-olds in the next few years?
Why is it important to consider demographic shifts when designing products or services?
Why is it important to consider demographic shifts when designing products or services?
What is the significance of social changes in society?
What is the significance of social changes in society?
What has happened to the decision-making power within families over time?
What has happened to the decision-making power within families over time?
Why is it important to understand patterns and trends in demographic shifts?
Why is it important to understand patterns and trends in demographic shifts?
What is happening to the population in the southeastern United States?
What is happening to the population in the southeastern United States?
What is a result of the demographic cliff?
What is a result of the demographic cliff?
What is the significance of understanding technological changes?
What is the significance of understanding technological changes?
What is happening to the pace of social changes?
What is happening to the pace of social changes?
What is the significance of considering demographic shifts in marketing strategies?
What is the significance of considering demographic shifts in marketing strategies?
What is the main focus of the third module in the Advanced Design Planning course?
What is the main focus of the third module in the Advanced Design Planning course?
What title does Jeremy Alexis hold?
What title does Jeremy Alexis hold?
Which type of competitors have the same exact product or service offering?
Which type of competitors have the same exact product or service offering?
What is the purpose of benchmarking in contextual research?
What is the purpose of benchmarking in contextual research?
How many modules are in the Advanced Design Planning course?
How many modules are in the Advanced Design Planning course?
What type of research balances with empathy research in the third module?
What type of research balances with empathy research in the third module?
What are the four classes of inquiry meant to help develop?
What are the four classes of inquiry meant to help develop?
What should be considered alongside direct competitors according to Jeremy Alexis?
What should be considered alongside direct competitors according to Jeremy Alexis?
What should be identified to ensure an industry is prepared for future changes?
What should be identified to ensure an industry is prepared for future changes?
What is the role of the worksheet mentioned in the content?
What is the role of the worksheet mentioned in the content?
What is the purpose of understanding future directions in industry?
What is the purpose of understanding future directions in industry?
What type of information does the speaker caution against using as factual basis for starting a new business?
What type of information does the speaker caution against using as factual basis for starting a new business?
What elements are combined to create a complete picture of a business’s needs?
What elements are combined to create a complete picture of a business’s needs?
What should you ensure about the data you collect in your research process?
What should you ensure about the data you collect in your research process?
What is the main outcome expected after completing the worksheet?
What is the main outcome expected after completing the worksheet?
Why is it helpful to do the three research components concurrently?
Why is it helpful to do the three research components concurrently?
What does completing the third exercise aim to achieve?
What does completing the third exercise aim to achieve?
Why should businesses consider demographic changes in their planning?
Why should businesses consider demographic changes in their planning?
What is the purpose of conducting contextual research as described?
What is the purpose of conducting contextual research as described?
Why is it important to document research effectively?
Why is it important to document research effectively?
What should the last two sections of the research worksheet include?
What should the last two sections of the research worksheet include?
What was one of the suggested areas of research mentioned?
What was one of the suggested areas of research mentioned?
What is a common frustration mentioned about team projects?
What is a common frustration mentioned about team projects?
How does comparing different industries help in contextual research?
How does comparing different industries help in contextual research?
What was the example provided regarding scheduling apps?
What was the example provided regarding scheduling apps?
What is meant by 'causal logic' in the research context?
What is meant by 'causal logic' in the research context?
In the example about redesigning an app, which company's system was analyzed?
In the example about redesigning an app, which company's system was analyzed?
What is the outcome of synthesizing research findings?
What is the outcome of synthesizing research findings?
Study Notes
Contextual Research
- Contextual research involves understanding the context of a product or service to redesign it.
- It involves four classes of inquiry:
- Benchmarks: Understanding how competitors and businesses in the industry currently solve a problem.
- Exemplars: Studying how other organizations and industries address a similar issue.
- Analogies: Identifying abstract patterns and structures that can be applied to a problem.
- Inspirations: Drawing inspiration from distant and unrelated fields.
Benchmarks
- Involves understanding how competitors solve a problem.
- Identifying direct competitors who offer the same product or service.
- Identifying wallet competitors who share the same customer wallet.
- Understanding substitutes that offer alternative solutions.
Exemplars
- Studying how other organizations and industries address a similar issue.
- Identifying other industries that have similar problems.
Analogies
- Identifying abstract patterns and structures that can be applied to a problem.
- Making the problem more abstract to identify new solutions.
Inspirations
- Drawing inspiration from distant and unrelated fields.
- Looking at how others solve similar problems in different contexts.
Case Study: Redesigning a Flight Scheduling App
- Identifying the problem: Redesigning an app for United Airlines pilots to schedule their flights.
- Benchmarking: Studying how other airlines enable pilots to schedule their flights.
- Exemplars: Studying how other industries enable employees to self-schedule and pick slots.
- Analogies: Identifying abstract patterns in scheduling and applying them to the app.
- Inspirations: Drawing inspiration from other unrelated fields.
Contextual Research Worksheet
- The worksheet includes sections for:
- Case type
- Organization
- Reason for choosing the organization
- Key points
- Causal logic
- Strategies
Causal Logic
- Identifying the detailed steps of how a system works.
- How an organization or industry solves a problem.
Strategies
- Elements that are key takeaways from studying an organization or industry.
- What can be applied to the redesign of the flight scheduling app.
Example: Road Tripping and Nasser
- A student studied how Nasser collects and synthesizes information to make decisions.
- Identifying the causal logic of how Nasser makes decisions.
- Applying the strategy to road tripping, using crowdsourcing to plan a road trip.### Decision Making in Family Structures
- Young girls or women often make decisions for their families on weekends
- Marketers have shifted their strategies to target this demographic
Technological Advancements
- Technology is changing rapidly, influencing industries and product design
- Emerging technologies like AI, trust architecture, and blockchain are transforming industries
Understanding Demographic, Social, and Technical Changes
- Identify vectors (insights on changes) to inform design decisions
- Use a worksheet to identify vectors, evidence, and implications for a business or product
Analyzing Industry Trends
- Develop a set of case studies, analogies, exemplars, benchmarks, and inspirations
- Identify future directions the industry is likely to take
Empathy and Context
- Develop a deep understanding of stakeholders' needs and context
- Analyze innovations and ideas shaping the current experience
Studying That Suits You
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Description
Learn about research methods for context and foresight research in the third module of the Advanced Design Planning course.
