Podcast
Questions and Answers
What are wallet competitors according to the provided text?
What are wallet competitors according to the provided text?
- Substitutes for traditional industry patterns
- Other ways that people might go about solving this problem
- Businesses or organizations that exist in the same ecosystem (correct)
- Businesses or organizations that exist in a different ecosystem
What is the first thing to do when benchmarking competitors?
What is the first thing to do when benchmarking competitors?
- Look at how other industries address the same issue
- Understand how competitors address the issue and do some detailed research on their strengths and weaknesses (correct)
- Study hiring in your particular industry and then look at how other industries do hiring
- Draw inspiration from nature
What is the term for organizations that have to do the same thing as you, but in a different industry or geography?
What is the term for organizations that have to do the same thing as you, but in a different industry or geography?
- Substitutes
- Wallet competitors
- Analogies
- Exemplars (correct)
What is the third ring out in the contextual research process?
What is the third ring out in the contextual research process?
What is an example of an analogy in the context of hiring?
What is an example of an analogy in the context of hiring?
What is the final rung in the contextual research process?
What is the final rung in the contextual research process?
What is an example of an inspiration in the contextual research process?
What is an example of an inspiration in the contextual research process?
Why is the inspirations stage often done last?
Why is the inspirations stage often done last?
What is the purpose of conducting contextual research?
What is the purpose of conducting contextual research?
What is the benefit of looking at analogies in the contextual research process?
What is the benefit of looking at analogies in the contextual research process?
What is the context of the scheduling application being referred to?
What is the context of the scheduling application being referred to?
What is the purpose of looking at how other airlines enable their pilots to schedule their routes?
What is the purpose of looking at how other airlines enable their pilots to schedule their routes?
What is the next step after looking at benchmarking in the industry?
What is the next step after looking at benchmarking in the industry?
What do exemplars provide in terms of ideas and strategies?
What do exemplars provide in terms of ideas and strategies?
What is the hardest but most fruitful step in the redesign process?
What is the hardest but most fruitful step in the redesign process?
What is the abstract way of describing the problem of scheduling flights?
What is the abstract way of describing the problem of scheduling flights?
What can be studied to get new ideas for the flight scheduling app?
What can be studied to get new ideas for the flight scheduling app?
What is the benefit of looking at how people book vacations?
What is the benefit of looking at how people book vacations?
What is the final step in the redesign process?
What is the final step in the redesign process?
What is the outcome of using analogies in the redesign process?
What is the outcome of using analogies in the redesign process?
Which module of the Advanced Design Planning course is currently being discussed?
Which module of the Advanced Design Planning course is currently being discussed?
What type of research complements the context and foresight research in this module?
What type of research complements the context and foresight research in this module?
What is the primary focus for the start of this module?
What is the primary focus for the start of this module?
How many classes of inquiry are suggested to develop initial insights?
How many classes of inquiry are suggested to develop initial insights?
What should be considered when looking at how competitors solve problems?
What should be considered when looking at how competitors solve problems?
What term is used to describe competitors that have the same exact product or service offering?
What term is used to describe competitors that have the same exact product or service offering?
What is one reason provided for benchmarking competitors?
What is one reason provided for benchmarking competitors?
What are the competitors that do not directly compete but offer similar solutions called?
What are the competitors that do not directly compete but offer similar solutions called?
What is the primary goal of studying how pilots scheduled their flights before the use of computers and databases?
What is the primary goal of studying how pilots scheduled their flights before the use of computers and databases?
What does the 'causal logic' section of the contextual research worksheet aim to document?
What does the 'causal logic' section of the contextual research worksheet aim to document?
What is the purpose of synthesizing the research findings into a format that is easy to read and distill?
What is the purpose of synthesizing the research findings into a format that is easy to read and distill?
What is the primary benefit of conducting contextual research?
What is the primary benefit of conducting contextual research?
What is the purpose of studying how other industries solve similar problems?
What is the purpose of studying how other industries solve similar problems?
What is the 'strategies' section of the contextual research worksheet related to?
What is the 'strategies' section of the contextual research worksheet related to?
What is the primary purpose of the contextual research worksheet?
What is the primary purpose of the contextual research worksheet?
What does the 'inspiration' section of the contextual research worksheet aim to document?
What does the 'inspiration' section of the contextual research worksheet aim to document?
What is the primary benefit of using a contextual research worksheet?
What is the primary benefit of using a contextual research worksheet?
What is the primary goal of studying how others in other industries solve similar problems?
What is the primary goal of studying how others in other industries solve similar problems?
What is the purpose of identifying 'vectors' in the given context?
What is the purpose of identifying 'vectors' in the given context?
What is the outcome of completing the worksheet?
What is the outcome of completing the worksheet?
What does the 'empathy piece' refer to in the context of the given process?
What does the 'empathy piece' refer to in the context of the given process?
What is the purpose of the 'context piece' in the given process?
What is the purpose of the 'context piece' in the given process?
What is the final step in the given process?
What is the final step in the given process?
What is the importance of using a worksheet in the given process?
What is the importance of using a worksheet in the given process?
What is the purpose of 'benchmarks' in the given context?
What is the purpose of 'benchmarks' in the given context?
What is the relationship between the three pieces (empathy, context, and future directions) in the given process?
What is the relationship between the three pieces (empathy, context, and future directions) in the given process?
What is the purpose of the given process?
What is the purpose of the given process?
What is the significance of millennial consumers preparing for retirement?
What is the significance of millennial consumers preparing for retirement?
What is the concept of planning a road trip compared to in the text?
What is the concept of planning a road trip compared to in the text?
What is the analogy used in the text to describe planning a road trip?
What is the analogy used in the text to describe planning a road trip?
What is the causal logic piece found in the study of Nasser?
What is the causal logic piece found in the study of Nasser?
How does the student plan to apply the causal logic piece to their road trip project?
How does the student plan to apply the causal logic piece to their road trip project?
What is the next section of the process focused on after the contextual piece?
What is the next section of the process focused on after the contextual piece?
What types of changes in society should designers be aware of?
What types of changes in society should designers be aware of?
What is one of the categories of trends that designers should look for?
What is one of the categories of trends that designers should look for?
What is changing significantly in North America, according to the text?
What is changing significantly in North America, according to the text?
What is the purpose of the contextual piece, according to the text?
What is the purpose of the contextual piece, according to the text?
What is the result of applying the causal logic piece to the road trip project?
What is the result of applying the causal logic piece to the road trip project?
Why would large retailers or consumer packaged goods companies need to understand demographic shifts?
Why would large retailers or consumer packaged goods companies need to understand demographic shifts?
What is the term used to describe the expected decrease in the number of 18-19-year-olds starting college?
What is the term used to describe the expected decrease in the number of 18-19-year-olds starting college?
How have decision-making dynamics within families changed from the seventies and eighties to today?
How have decision-making dynamics within families changed from the seventies and eighties to today?
What is an important aspect for universities to consider when designing their strategies?
What is an important aspect for universities to consider when designing their strategies?
Why is it important to understand social changes when designing products and services?
Why is it important to understand social changes when designing products and services?
In a home with young children of multiple genders in the seventies and eighties, who were typically the decision makers?
In a home with young children of multiple genders in the seventies and eighties, who were typically the decision makers?
In what way has the role of young girls changed in family decision making over time?
In what way has the role of young girls changed in family decision making over time?
What does the 'social' aspect in the context of shifts refer to?
What does the 'social' aspect in the context of shifts refer to?
What can be inferred from the shift of decision-making power from boys to girls in family marketing strategies?
What can be inferred from the shift of decision-making power from boys to girls in family marketing strategies?
Which aspect is highlighted as always changing at a very rapid rate?
Which aspect is highlighted as always changing at a very rapid rate?
What is the purpose of benchmarking competitors?
What is the purpose of benchmarking competitors?
What type of competitors have the same exact product or service offering?
What type of competitors have the same exact product or service offering?
What is the primary focus for the start of this module?
What is the primary focus for the start of this module?
How many classes of inquiry are suggested to develop initial insights?
How many classes of inquiry are suggested to develop initial insights?
What is the significance of studying competitors?
What is the significance of studying competitors?
What is the next step after looking at benchmarking in the industry?
What is the next step after looking at benchmarking in the industry?
What is the primary goal of studying how competitors solve problems?
What is the primary goal of studying how competitors solve problems?
What type of competitors offer similar solutions?
What type of competitors offer similar solutions?
What is the primary goal of identifying wallet competitors?
What is the primary goal of identifying wallet competitors?
What is the purpose of studying exemplars?
What is the purpose of studying exemplars?
What is the benefit of studying analogies?
What is the benefit of studying analogies?
What is the purpose of conducting contextual research?
What is the purpose of conducting contextual research?
What is the primary focus of the inspirations stage?
What is the primary focus of the inspirations stage?
What is the benefit of looking at how other organizations solve similar problems?
What is the benefit of looking at how other organizations solve similar problems?
What is the primary goal of studying how universities do orientation for new students?
What is the primary goal of studying how universities do orientation for new students?
What is the primary benefit of understanding how other organizations address similar issues?
What is the primary benefit of understanding how other organizations address similar issues?
What is the primary goal of studying how religious groups recruit and then bring people into their particular ministry?
What is the primary goal of studying how religious groups recruit and then bring people into their particular ministry?
What is the primary benefit of conducting contextual research in different geographies?
What is the primary benefit of conducting contextual research in different geographies?
What is the main goal of studying how pilots scheduled their flights before the use of computers and databases?
What is the main goal of studying how pilots scheduled their flights before the use of computers and databases?
What is the purpose of the 'strategies' section in the contextual research worksheet?
What is the purpose of the 'strategies' section in the contextual research worksheet?
Why is it important to study how others in other industries solve similar problems?
Why is it important to study how others in other industries solve similar problems?
What is the purpose of synthesizing the research findings into a format that is easy to read and distill?
What is the purpose of synthesizing the research findings into a format that is easy to read and distill?
What is the 'causal logic' section of the contextual research worksheet used to document?
What is the 'causal logic' section of the contextual research worksheet used to document?
What is the primary benefit of using a contextual research worksheet?
What is the primary benefit of using a contextual research worksheet?
Why is it frustrating to receive emails or ideas without much structure to them?
Why is it frustrating to receive emails or ideas without much structure to them?
What is the primary goal of conducting contextual research?
What is the primary goal of conducting contextual research?
What is the purpose of the 'inspiration' section of the contextual research worksheet?
What is the purpose of the 'inspiration' section of the contextual research worksheet?
What is the benefit of studying how Amazon enables their delivery drivers to schedule their routes and times?
What is the benefit of studying how Amazon enables their delivery drivers to schedule their routes and times?
What is the primary goal of identifying vectors in the given context?
What is the primary goal of identifying vectors in the given context?
What does the worksheet used in the given process help to identify?
What does the worksheet used in the given process help to identify?
What is the significance of the 'empathy piece' in the given process?
What is the significance of the 'empathy piece' in the given process?
What is the purpose of understanding the 'context piece' in the given process?
What is the purpose of understanding the 'context piece' in the given process?
What is the final step in the given process?
What is the final step in the given process?
What is the significance of 'millennial consumers preparing well enough for retirement' in the given context?
What is the significance of 'millennial consumers preparing well enough for retirement' in the given context?
What is the purpose of using a worksheet in the given process?
What is the purpose of using a worksheet in the given process?
What is the relationship between the 'empathy piece', 'context piece', and 'future directions' in the given process?
What is the relationship between the 'empathy piece', 'context piece', and 'future directions' in the given process?
What is the primary purpose of the given process?
What is the primary purpose of the given process?
What is the outcome of completing the worksheet?
What is the outcome of completing the worksheet?
What is the first step in redesigning the pilot scheduling application for United Airlines?
What is the first step in redesigning the pilot scheduling application for United Airlines?
What is meant by 'exemplars' in the context of redesigning the scheduling application?
What is meant by 'exemplars' in the context of redesigning the scheduling application?
Which of these companies was suggested as an exemplar in the consultation?
Which of these companies was suggested as an exemplar in the consultation?
When looking at analogies, what is the described abstraction for the problem of scheduling flights?
When looking at analogies, what is the described abstraction for the problem of scheduling flights?
What new area of study opens up when the problem is abstracted to planning ahead using given options?
What new area of study opens up when the problem is abstracted to planning ahead using given options?
Which industry practice is suggested as a potential source of new ideas for the flight scheduling app?
Which industry practice is suggested as a potential source of new ideas for the flight scheduling app?
What strategic information might help bring new ideas to a flight scheduling application from hotel booking systems?
What strategic information might help bring new ideas to a flight scheduling application from hotel booking systems?
Which stage of redesign is often considered the hardest but most fruitful?
Which stage of redesign is often considered the hardest but most fruitful?
What is the ultimate goal of using analogies in the redesign process?
What is the ultimate goal of using analogies in the redesign process?
Aside from airlines, which other industries were suggested as relevant for studying employee self-scheduling?
Aside from airlines, which other industries were suggested as relevant for studying employee self-scheduling?
What is the student's primary task when planning a road trip?
What is the student's primary task when planning a road trip?
What was the broad idea the student based his research on?
What was the broad idea the student based his research on?
Why did the student find the study of NASA relevant to his project?
Why did the student find the study of NASA relevant to his project?
What potential strategy was inspired by NASA's approach?
What potential strategy was inspired by NASA's approach?
What is the focus of the next section after discussing contextual pieces?
What is the focus of the next section after discussing contextual pieces?
What are some of the key demographic factors to consider in design solutions?
What are some of the key demographic factors to consider in design solutions?
Why is it important to look at weak trends in addition to strong trends?
Why is it important to look at weak trends in addition to strong trends?
How does crowdsourcing benefit NASA in decision making?
How does crowdsourcing benefit NASA in decision making?
What demographic shift is significant in North America?
What demographic shift is significant in North America?
What is an early sign that may not indicate immediate but potential future change?
What is an early sign that may not indicate immediate but potential future change?
What major trend must large retailers consider according to demographic shifts?
What major trend must large retailers consider according to demographic shifts?
What is the demographic cliff mentioned in the context?
What is the demographic cliff mentioned in the context?
What is one significant change in family decision-making dynamics over time?
What is one significant change in family decision-making dynamics over time?
Why is it important to consider social changes within marketing strategies?
Why is it important to consider social changes within marketing strategies?
In the context of demographic shifts, what strategic considerations should universities make?
In the context of demographic shifts, what strategic considerations should universities make?
Which technological trend is highlighted as rapidly evolving in the discussion?
Which technological trend is highlighted as rapidly evolving in the discussion?
How should marketers adapt according to changes in family decision-making dynamics between the 1970s and today?
How should marketers adapt according to changes in family decision-making dynamics between the 1970s and today?
What is essential when designing products and services in light of demographic trends?
What is essential when designing products and services in light of demographic trends?
What aspect do social changes impact in marketing?
What aspect do social changes impact in marketing?
What should companies focus on to stay competitive as demographic shifts occur?
What should companies focus on to stay competitive as demographic shifts occur?
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
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
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Description
Learn about research methods in design planning, including context and foresight research in this third module of the Advanced Design Planning course.
