136 Questions
What are wallet competitors according to the provided text?
Businesses or organizations that exist in the same ecosystem
What is the first thing to do when benchmarking competitors?
Understand how competitors address the issue and do some detailed research on their strengths and weaknesses
What is the term for organizations that have to do the same thing as you, but in a different industry or geography?
Exemplars
What is the third ring out in the contextual research process?
Analogies
What is an example of an analogy in the context of hiring?
How universities do orientation for new students
What is the final rung in the contextual research process?
Inspirations
What is an example of an inspiration in the contextual research process?
Looking at nature to see how it solves similar problems
Why is the inspirations stage often done last?
Because it is the most fun
What is the purpose of conducting contextual research?
To influence and drive a project
What is the benefit of looking at analogies in the contextual research process?
To see patterns and insights that aren't immediately obvious
What is the context of the scheduling application being referred to?
A flight scheduling system for pilots
What is the purpose of looking at how other airlines enable their pilots to schedule their routes?
To benchmark how other airlines are understanding and using their applications
What is the next step after looking at benchmarking in the industry?
Exemplars
What do exemplars provide in terms of ideas and strategies?
New ways of thinking
What is the hardest but most fruitful step in the redesign process?
Analogies
What is the abstract way of describing the problem of scheduling flights?
Planning ahead using given options to achieve a goal with constraints
What can be studied to get new ideas for the flight scheduling app?
All of the above
What is the benefit of looking at how people book vacations?
It provides strategies and ideas that can be applied to the flight scheduling app
What is the final step in the redesign process?
Inspirations
What is the outcome of using analogies in the redesign process?
A more creative solution
Which module of the Advanced Design Planning course is currently being discussed?
Third
What type of research complements the context and foresight research in this module?
Empathy research
What is the primary focus for the start of this module?
Contextual research
How many classes of inquiry are suggested to develop initial insights?
Four
What should be considered when looking at how competitors solve problems?
Benchmarks
What term is used to describe competitors that have the same exact product or service offering?
Direct competitors
What is one reason provided for benchmarking competitors?
To understand what they do and don't do
What are the competitors that do not directly compete but offer similar solutions called?
Substitutes
What is the primary goal of studying how pilots scheduled their flights before the use of computers and databases?
To learn from past practices and apply them to modern scheduling systems
What does the 'causal logic' section of the contextual research worksheet aim to document?
The detailed steps of how the current system works
What is the purpose of synthesizing the research findings into a format that is easy to read and distill?
To ensure that all team members are on the same page
What is the primary benefit of conducting contextual research?
To provide a comprehensive understanding of the problem or issue being addressed
What is the purpose of studying how other industries solve similar problems?
To learn from their experiences and identify novel insights
What is the 'strategies' section of the contextual research worksheet related to?
The 'so what' section of the research
What is the primary purpose of the contextual research worksheet?
To document the research findings
What does the 'inspiration' section of the contextual research worksheet aim to document?
The ideas and insights gained from the research
What is the primary benefit of using a contextual research worksheet?
To provide a structured approach to documenting and analyzing the research findings
What is the primary goal of studying how others in other industries solve similar problems?
To learn from their experiences and identify novel insights
What is the purpose of identifying 'vectors' in the given context?
To understand the future directions of an industry
What is the outcome of completing the worksheet?
A set of case studies
What does the 'empathy piece' refer to in the context of the given process?
Understanding the stakeholders' needs
What is the purpose of the 'context piece' in the given process?
Understanding what's happening around the stakeholders
What is the final step in the given process?
Taking all the data and making some meaning out of it
What is the importance of using a worksheet in the given process?
To organize the data and identify the implications
What is the purpose of 'benchmarks' in the given context?
To inspire innovation
What is the relationship between the three pieces (empathy, context, and future directions) in the given process?
They are concurrent
What is the purpose of the given process?
To understand the industry and its future directions
What is the significance of millennial consumers preparing for retirement?
It's an example of a vector
What is the concept of planning a road trip compared to in the text?
Collecting a ton of research and synthesizing it
What is the analogy used in the text to describe planning a road trip?
Nasser's spacecraft launch
What is the causal logic piece found in the study of Nasser?
Crowdsourcing to help with decision-making
How does the student plan to apply the causal logic piece to their road trip project?
By using crowdsourcing to influence road tripping
What is the next section of the process focused on after the contextual piece?
Identifying trends and vectors
What types of changes in society should designers be aware of?
Both strong and weak trends, including distant early warnings
What is one of the categories of trends that designers should look for?
Demographics and geography
What is changing significantly in North America, according to the text?
The demographics and geography of the population
What is the purpose of the contextual piece, according to the text?
To inspire designers and find new ways of thinking
What is the result of applying the causal logic piece to the road trip project?
A strategy for using crowdsourcing
Why would large retailers or consumer packaged goods companies need to understand demographic shifts?
To adjust their marketing strategies according to where people are moving
What is the term used to describe the expected decrease in the number of 18-19-year-olds starting college?
Demographic cliff
How have decision-making dynamics within families changed from the seventies and eighties to today?
From young boys to young girls
What is an important aspect for universities to consider when designing their strategies?
Demographic shifts
Why is it important to understand social changes when designing products and services?
To meet evolving societal values and norms
In a home with young children of multiple genders in the seventies and eighties, who were typically the decision makers?
The young boys
In what way has the role of young girls changed in family decision making over time?
They are now often the primary decision makers
What does the 'social' aspect in the context of shifts refer to?
Changes in societal values and norms
What can be inferred from the shift of decision-making power from boys to girls in family marketing strategies?
Marketing now often targets young women
Which aspect is highlighted as always changing at a very rapid rate?
Technology
What is the purpose of benchmarking competitors?
To understand how competitors solve problems
What type of competitors have the same exact product or service offering?
Direct competitors
What is the primary focus for the start of this module?
Contextual research
How many classes of inquiry are suggested to develop initial insights?
4
What is the significance of studying competitors?
To understand how they solve problems
What is the next step after looking at benchmarking in the industry?
Contextual research
What is the primary goal of studying how competitors solve problems?
To understand their strengths and weaknesses
What type of competitors offer similar solutions?
Substitutes
What is the primary goal of identifying wallet competitors?
To understand how they address the same issue as your organization
What is the purpose of studying exemplars?
To analyze how other organizations in different industries address the same issue
What is the benefit of studying analogies?
To see patterns and insights that aren't immediately obvious
What is the purpose of conducting contextual research?
To understand how other organizations address similar issues
What is the primary focus of the inspirations stage?
To draw inspiration from anything related to your domain
What is the benefit of looking at how other organizations solve similar problems?
To find new ideas and approaches to solve similar problems
What is the primary goal of studying how universities do orientation for new students?
To find new ideas and approaches to solve the issue of bringing someone new on board
What is the primary benefit of understanding how other organizations address similar issues?
To find new ideas and approaches to solve similar problems
What is the primary goal of studying how religious groups recruit and then bring people into their particular ministry?
To find new ideas and approaches to solve the issue of bringing someone new on board
What is the primary benefit of conducting contextual research in different geographies?
To find new ideas and approaches to solve similar problems in different cultures
What is the main goal of studying how pilots scheduled their flights before the use of computers and databases?
To learn from their experiences and apply it to modern scheduling systems
What is the purpose of the 'strategies' section in the contextual research worksheet?
To identify the key takeaways from the research
Why is it important to study how others in other industries solve similar problems?
To identify novel solutions that can be applied to the design of the scheduling system
What is the purpose of synthesizing the research findings into a format that is easy to read and distill?
To make it easy for the team to understand the research findings
What is the 'causal logic' section of the contextual research worksheet used to document?
The detailed steps of how the current system works
What is the primary benefit of using a contextual research worksheet?
It provides a structured approach to conducting contextual research
Why is it frustrating to receive emails or ideas without much structure to them?
Because they are difficult to read and distill
What is the primary goal of conducting contextual research?
To build a larger contextual understanding of the problem or issue
What is the purpose of the 'inspiration' section of the contextual research worksheet?
To find inspiration for designing the scheduling system
What is the benefit of studying how Amazon enables their delivery drivers to schedule their routes and times?
It helps in identifying key takeaways that can be applied to the design of the scheduling system
What is the primary goal of identifying vectors in the given context?
To identify insights about what's changing
What does the worksheet used in the given process help to identify?
The vectors, evidence, and implications of a particular demographic change
What is the significance of the 'empathy piece' in the given process?
It provides a deep understanding of the stakeholders' needs
What is the purpose of understanding the 'context piece' in the given process?
To understand what's happening around the stakeholders
What is the final step in the given process?
To make meaning out of the data and build a point of view
What is the significance of 'millennial consumers preparing well enough for retirement' in the given context?
It is an example of a vector
What is the purpose of using a worksheet in the given process?
To help identify the vectors, evidence, and implications of a particular demographic change
What is the relationship between the 'empathy piece', 'context piece', and 'future directions' in the given process?
They provide a complete picture of the stakeholders' needs, the context, and the future direction
What is the primary purpose of the given process?
To understand the stakeholders' needs and the industry's future direction
What is the outcome of completing the worksheet?
A set of vectors, evidence, and implications
What is the first step in redesigning the pilot scheduling application for United Airlines?
Benchmarking other airlines' scheduling systems
What is meant by 'exemplars' in the context of redesigning the scheduling application?
Industries that allow employees to self-schedule
Which of these companies was suggested as an exemplar in the consultation?
FedEx
When looking at analogies, what is the described abstraction for the problem of scheduling flights?
Planning ahead using given options to achieve a goal
What new area of study opens up when the problem is abstracted to planning ahead using given options?
Vacation travel planning
Which industry practice is suggested as a potential source of new ideas for the flight scheduling app?
Warehouse shift selection
What strategic information might help bring new ideas to a flight scheduling application from hotel booking systems?
Limited-time booking windows
Which stage of redesign is often considered the hardest but most fruitful?
Analogies
What is the ultimate goal of using analogies in the redesign process?
Creating novel insights
Aside from airlines, which other industries were suggested as relevant for studying employee self-scheduling?
Healthcare for doctors and nurses
What is the student's primary task when planning a road trip?
Researching and synthesizing information
What was the broad idea the student based his research on?
Finding organizations that synthesize large amounts of information
Why did the student find the study of NASA relevant to his project?
NASA's crowdsourcing strategies
What potential strategy was inspired by NASA's approach?
Utilizing crowdsourcing
What is the focus of the next section after discussing contextual pieces?
Identifying trends and vectors
What are some of the key demographic factors to consider in design solutions?
Age distribution and education levels
Why is it important to look at weak trends in addition to strong trends?
To consider all possible future scenarios
How does crowdsourcing benefit NASA in decision making?
It involves a larger community in research.
What demographic shift is significant in North America?
Changing population distribution across states
What is an early sign that may not indicate immediate but potential future change?
Distant early warning indicators
What major trend must large retailers consider according to demographic shifts?
Concentration of population in the southeast
What is the demographic cliff mentioned in the context?
Fewer people aged 19 or 18 years starting college
What is one significant change in family decision-making dynamics over time?
Women and young girls now mostly decide weekend plans
Why is it important to consider social changes within marketing strategies?
They reflect changing values and norms in society
In the context of demographic shifts, what strategic considerations should universities make?
Adjusting to fewer college-age students
Which technological trend is highlighted as rapidly evolving in the discussion?
Artificial Intelligence
How should marketers adapt according to changes in family decision-making dynamics between the 1970s and today?
Target young girls and women
What is essential when designing products and services in light of demographic trends?
Considering demographic shifts
What aspect do social changes impact in marketing?
Consumer values and priorities
What should companies focus on to stay competitive as demographic shifts occur?
Understand moving patterns and consumer behavior
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
Learn about research methods in design planning, including context and foresight research in this third module of the Advanced Design Planning course.
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