Advanced Design Planning Module 3
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Questions and Answers

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?

  • 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?

  • Substitutes
  • Wallet competitors
  • Analogies
  • Exemplars (correct)

    • What is the third ring out in the contextual research process?

    <p>Analogies</p> Signup and view all the answers

    What is an example of an analogy in the context of hiring?

    <p>How universities do orientation for new students</p> Signup and view all the answers

    What is the final rung in the contextual research process?

    <p>Inspirations</p> Signup and view all the answers

    What is an example of an inspiration in the contextual research process?

    <p>Looking at nature to see how it solves similar problems</p> Signup and view all the answers

    Why is the inspirations stage often done last?

    <p>Because it is the most fun</p> Signup and view all the answers

    What is the purpose of conducting contextual research?

    <p>To influence and drive a project</p> Signup and view all the answers

    What is the benefit of looking at analogies in the contextual research process?

    <p>To see patterns and insights that aren't immediately obvious</p> Signup and view all the answers

    What is the context of the scheduling application being referred to?

    <p>A flight scheduling system for pilots</p> Signup and view all the answers

    What is the purpose of looking at how other airlines enable their pilots to schedule their routes?

    <p>To benchmark how other airlines are understanding and using their applications</p> Signup and view all the answers

    What is the next step after looking at benchmarking in the industry?

    <p>Exemplars</p> Signup and view all the answers

    What do exemplars provide in terms of ideas and strategies?

    <p>New ways of thinking</p> Signup and view all the answers

    What is the hardest but most fruitful step in the redesign process?

    <p>Analogies</p> Signup and view all the answers

    What is the abstract way of describing the problem of scheduling flights?

    <p>Planning ahead using given options to achieve a goal with constraints</p> Signup and view all the answers

    What can be studied to get new ideas for the flight scheduling app?

    <p>All of the above</p> Signup and view all the answers

    What is the benefit of looking at how people book vacations?

    <p>It provides strategies and ideas that can be applied to the flight scheduling app</p> Signup and view all the answers

    What is the final step in the redesign process?

    <p>Inspirations</p> Signup and view all the answers

    What is the outcome of using analogies in the redesign process?

    <p>A more creative solution</p> Signup and view all the answers

    Which module of the Advanced Design Planning course is currently being discussed?

    <p>Third</p> Signup and view all the answers

    What type of research complements the context and foresight research in this module?

    <p>Empathy research</p> Signup and view all the answers

    What is the primary focus for the start of this module?

    <p>Contextual research</p> Signup and view all the answers

    How many classes of inquiry are suggested to develop initial insights?

    <p>Four</p> Signup and view all the answers

    What should be considered when looking at how competitors solve problems?

    <p>Benchmarks</p> Signup and view all the answers

    What term is used to describe competitors that have the same exact product or service offering?

    <p>Direct competitors</p> Signup and view all the answers

    What is one reason provided for benchmarking competitors?

    <p>To understand what they do and don't do</p> Signup and view all the answers

    What are the competitors that do not directly compete but offer similar solutions called?

    <p>Substitutes</p> Signup and view all the answers

    What is the primary goal of studying how pilots scheduled their flights before the use of computers and databases?

    <p>To learn from past practices and apply them to modern scheduling systems</p> Signup and view all the answers

    What does the 'causal logic' section of the contextual research worksheet aim to document?

    <p>The detailed steps of how the current system works</p> Signup and view all the answers

    What is the purpose of synthesizing the research findings into a format that is easy to read and distill?

    <p>To ensure that all team members are on the same page</p> Signup and view all the answers

    What is the primary benefit of conducting contextual research?

    <p>To provide a comprehensive understanding of the problem or issue being addressed</p> Signup and view all the answers

    What is the purpose of studying how other industries solve similar problems?

    <p>To learn from their experiences and identify novel insights</p> Signup and view all the answers

    What is the 'strategies' section of the contextual research worksheet related to?

    <p>The 'so what' section of the research</p> Signup and view all the answers

    What is the primary purpose of the contextual research worksheet?

    <p>To document the research findings</p> Signup and view all the answers

    What does the 'inspiration' section of the contextual research worksheet aim to document?

    <p>The ideas and insights gained from the research</p> Signup and view all the answers

    What is the primary benefit of using a contextual research worksheet?

    <p>To provide a structured approach to documenting and analyzing the research findings</p> Signup and view all the answers

    What is the primary goal of studying how others in other industries solve similar problems?

    <p>To learn from their experiences and identify novel insights</p> Signup and view all the answers

    What is the purpose of identifying 'vectors' in the given context?

    <p>To understand the future directions of an industry</p> Signup and view all the answers

    What is the outcome of completing the worksheet?

    <p>A set of case studies</p> Signup and view all the answers

    What does the 'empathy piece' refer to in the context of the given process?

    <p>Understanding the stakeholders' needs</p> Signup and view all the answers

    What is the purpose of the 'context piece' in the given process?

    <p>Understanding what's happening around the stakeholders</p> Signup and view all the answers

    What is the final step in the given process?

    <p>Taking all the data and making some meaning out of it</p> Signup and view all the answers

    What is the importance of using a worksheet in the given process?

    <p>To organize the data and identify the implications</p> Signup and view all the answers

    What is the purpose of 'benchmarks' in the given context?

    <p>To inspire innovation</p> Signup and view all the answers

    What is the relationship between the three pieces (empathy, context, and future directions) in the given process?

    <p>They are concurrent</p> Signup and view all the answers

    What is the purpose of the given process?

    <p>To understand the industry and its future directions</p> Signup and view all the answers

    What is the significance of millennial consumers preparing for retirement?

    <p>It's an example of a vector</p> Signup and view all the answers

    What is the concept of planning a road trip compared to in the text?

    <p>Collecting a ton of research and synthesizing it</p> Signup and view all the answers

    What is the analogy used in the text to describe planning a road trip?

    <p>Nasser's spacecraft launch</p> Signup and view all the answers

    What is the causal logic piece found in the study of Nasser?

    <p>Crowdsourcing to help with decision-making</p> Signup and view all the answers

    How does the student plan to apply the causal logic piece to their road trip project?

    <p>By using crowdsourcing to influence road tripping</p> Signup and view all the answers

    What is the next section of the process focused on after the contextual piece?

    <p>Identifying trends and vectors</p> Signup and view all the answers

    What types of changes in society should designers be aware of?

    <p>Both strong and weak trends, including distant early warnings</p> Signup and view all the answers

    What is one of the categories of trends that designers should look for?

    <p>Demographics and geography</p> Signup and view all the answers

    What is changing significantly in North America, according to the text?

    <p>The demographics and geography of the population</p> Signup and view all the answers

    What is the purpose of the contextual piece, according to the text?

    <p>To inspire designers and find new ways of thinking</p> Signup and view all the answers

    What is the result of applying the causal logic piece to the road trip project?

    <p>A strategy for using crowdsourcing</p> Signup and view all the answers

    Why would large retailers or consumer packaged goods companies need to understand demographic shifts?

    <p>To adjust their marketing strategies according to where people are moving</p> Signup and view all the answers

    What is the term used to describe the expected decrease in the number of 18-19-year-olds starting college?

    <p>Demographic cliff</p> Signup and view all the answers

    How have decision-making dynamics within families changed from the seventies and eighties to today?

    <p>From young boys to young girls</p> Signup and view all the answers

    What is an important aspect for universities to consider when designing their strategies?

    <p>Demographic shifts</p> Signup and view all the answers

    Why is it important to understand social changes when designing products and services?

    <p>To meet evolving societal values and norms</p> Signup and view all the answers

    In a home with young children of multiple genders in the seventies and eighties, who were typically the decision makers?

    <p>The young boys</p> Signup and view all the answers

    In what way has the role of young girls changed in family decision making over time?

    <p>They are now often the primary decision makers</p> Signup and view all the answers

    What does the 'social' aspect in the context of shifts refer to?

    <p>Changes in societal values and norms</p> Signup and view all the answers

    What can be inferred from the shift of decision-making power from boys to girls in family marketing strategies?

    <p>Marketing now often targets young women</p> Signup and view all the answers

    Which aspect is highlighted as always changing at a very rapid rate?

    <p>Technology</p> Signup and view all the answers

    What is the purpose of benchmarking competitors?

    <p>To understand how competitors solve problems</p> Signup and view all the answers

    What type of competitors have the same exact product or service offering?

    <p>Direct competitors</p> Signup and view all the answers

    What is the primary focus for the start of this module?

    <p>Contextual research</p> Signup and view all the answers

    How many classes of inquiry are suggested to develop initial insights?

    <p>4</p> Signup and view all the answers

    What is the significance of studying competitors?

    <p>To understand how they solve problems</p> Signup and view all the answers

    What is the next step after looking at benchmarking in the industry?

    <p>Contextual research</p> Signup and view all the answers

    What is the primary goal of studying how competitors solve problems?

    <p>To understand their strengths and weaknesses</p> Signup and view all the answers

    What type of competitors offer similar solutions?

    <p>Substitutes</p> Signup and view all the answers

    What is the primary goal of identifying wallet competitors?

    <p>To understand how they address the same issue as your organization</p> Signup and view all the answers

    What is the purpose of studying exemplars?

    <p>To analyze how other organizations in different industries address the same issue</p> Signup and view all the answers

    What is the benefit of studying analogies?

    <p>To see patterns and insights that aren't immediately obvious</p> Signup and view all the answers

    What is the purpose of conducting contextual research?

    <p>To understand how other organizations address similar issues</p> Signup and view all the answers

    What is the primary focus of the inspirations stage?

    <p>To draw inspiration from anything related to your domain</p> Signup and view all the answers

    What is the benefit of looking at how other organizations solve similar problems?

    <p>To find new ideas and approaches to solve similar problems</p> Signup and view all the answers

    What is the primary goal of studying how universities do orientation for new students?

    <p>To find new ideas and approaches to solve the issue of bringing someone new on board</p> Signup and view all the answers

    What is the primary benefit of understanding how other organizations address similar issues?

    <p>To find new ideas and approaches to solve similar problems</p> Signup and view all the answers

    What is the primary goal of studying how religious groups recruit and then bring people into their particular ministry?

    <p>To find new ideas and approaches to solve the issue of bringing someone new on board</p> Signup and view all the answers

    What is the primary benefit of conducting contextual research in different geographies?

    <p>To find new ideas and approaches to solve similar problems in different cultures</p> Signup and view all the answers

    What is the main goal of studying how pilots scheduled their flights before the use of computers and databases?

    <p>To learn from their experiences and apply it to modern scheduling systems</p> Signup and view all the answers

    What is the purpose of the 'strategies' section in the contextual research worksheet?

    <p>To identify the key takeaways from the research</p> Signup and view all the answers

    Why is it important to study how others in other industries solve similar problems?

    <p>To identify novel solutions that can be applied to the design of the scheduling system</p> Signup and view all the answers

    What is the purpose of synthesizing the research findings into a format that is easy to read and distill?

    <p>To make it easy for the team to understand the research findings</p> Signup and view all the answers

    What is the 'causal logic' section of the contextual research worksheet used to document?

    <p>The detailed steps of how the current system works</p> Signup and view all the answers

    What is the primary benefit of using a contextual research worksheet?

    <p>It provides a structured approach to conducting contextual research</p> Signup and view all the answers

    Why is it frustrating to receive emails or ideas without much structure to them?

    <p>Because they are difficult to read and distill</p> Signup and view all the answers

    What is the primary goal of conducting contextual research?

    <p>To build a larger contextual understanding of the problem or issue</p> Signup and view all the answers

    What is the purpose of the 'inspiration' section of the contextual research worksheet?

    <p>To find inspiration for designing the scheduling system</p> Signup and view all the answers

    What is the benefit of studying how Amazon enables their delivery drivers to schedule their routes and times?

    <p>It helps in identifying key takeaways that can be applied to the design of the scheduling system</p> Signup and view all the answers

    What is the primary goal of identifying vectors in the given context?

    <p>To identify insights about what's changing</p> Signup and view all the answers

    What does the worksheet used in the given process help to identify?

    <p>The vectors, evidence, and implications of a particular demographic change</p> Signup and view all the answers

    What is the significance of the 'empathy piece' in the given process?

    <p>It provides a deep understanding of the stakeholders' needs</p> Signup and view all the answers

    What is the purpose of understanding the 'context piece' in the given process?

    <p>To understand what's happening around the stakeholders</p> Signup and view all the answers

    What is the final step in the given process?

    <p>To make meaning out of the data and build a point of view</p> Signup and view all the answers

    What is the significance of 'millennial consumers preparing well enough for retirement' in the given context?

    <p>It is an example of a vector</p> Signup and view all the answers

    What is the purpose of using a worksheet in the given process?

    <p>To help identify the vectors, evidence, and implications of a particular demographic change</p> Signup and view all the answers

    What is the relationship between the 'empathy piece', 'context piece', and 'future directions' in the given process?

    <p>They provide a complete picture of the stakeholders' needs, the context, and the future direction</p> Signup and view all the answers

    What is the primary purpose of the given process?

    <p>To understand the stakeholders' needs and the industry's future direction</p> Signup and view all the answers

    What is the outcome of completing the worksheet?

    <p>A set of vectors, evidence, and implications</p> Signup and view all the answers

    What is the first step in redesigning the pilot scheduling application for United Airlines?

    <p>Benchmarking other airlines' scheduling systems</p> Signup and view all the answers

    What is meant by 'exemplars' in the context of redesigning the scheduling application?

    <p>Industries that allow employees to self-schedule</p> Signup and view all the answers

    Which of these companies was suggested as an exemplar in the consultation?

    <p>FedEx</p> Signup and view all the answers

    When looking at analogies, what is the described abstraction for the problem of scheduling flights?

    <p>Planning ahead using given options to achieve a goal</p> Signup and view all the answers

    What new area of study opens up when the problem is abstracted to planning ahead using given options?

    <p>Vacation travel planning</p> Signup and view all the answers

    Which industry practice is suggested as a potential source of new ideas for the flight scheduling app?

    <p>Warehouse shift selection</p> Signup and view all the answers

    What strategic information might help bring new ideas to a flight scheduling application from hotel booking systems?

    <p>Limited-time booking windows</p> Signup and view all the answers

    Which stage of redesign is often considered the hardest but most fruitful?

    <p>Analogies</p> Signup and view all the answers

    What is the ultimate goal of using analogies in the redesign process?

    <p>Creating novel insights</p> Signup and view all the answers

    Aside from airlines, which other industries were suggested as relevant for studying employee self-scheduling?

    <p>Healthcare for doctors and nurses</p> Signup and view all the answers

    What is the student's primary task when planning a road trip?

    <p>Researching and synthesizing information</p> Signup and view all the answers

    What was the broad idea the student based his research on?

    <p>Finding organizations that synthesize large amounts of information</p> Signup and view all the answers

    Why did the student find the study of NASA relevant to his project?

    <p>NASA's crowdsourcing strategies</p> Signup and view all the answers

    What potential strategy was inspired by NASA's approach?

    <p>Utilizing crowdsourcing</p> Signup and view all the answers

    What is the focus of the next section after discussing contextual pieces?

    <p>Identifying trends and vectors</p> Signup and view all the answers

    What are some of the key demographic factors to consider in design solutions?

    <p>Age distribution and education levels</p> Signup and view all the answers

    Why is it important to look at weak trends in addition to strong trends?

    <p>To consider all possible future scenarios</p> Signup and view all the answers

    How does crowdsourcing benefit NASA in decision making?

    <p>It involves a larger community in research.</p> Signup and view all the answers

    What demographic shift is significant in North America?

    <p>Changing population distribution across states</p> Signup and view all the answers

    What is an early sign that may not indicate immediate but potential future change?

    <p>Distant early warning indicators</p> Signup and view all the answers

    What major trend must large retailers consider according to demographic shifts?

    <p>Concentration of population in the southeast</p> Signup and view all the answers

    What is the demographic cliff mentioned in the context?

    <p>Fewer people aged 19 or 18 years starting college</p> Signup and view all the answers

    What is one significant change in family decision-making dynamics over time?

    <p>Women and young girls now mostly decide weekend plans</p> Signup and view all the answers

    Why is it important to consider social changes within marketing strategies?

    <p>They reflect changing values and norms in society</p> Signup and view all the answers

    In the context of demographic shifts, what strategic considerations should universities make?

    <p>Adjusting to fewer college-age students</p> Signup and view all the answers

    Which technological trend is highlighted as rapidly evolving in the discussion?

    <p>Artificial Intelligence</p> Signup and view all the answers

    How should marketers adapt according to changes in family decision-making dynamics between the 1970s and today?

    <p>Target young girls and women</p> Signup and view all the answers

    What is essential when designing products and services in light of demographic trends?

    <p>Considering demographic shifts</p> Signup and view all the answers

    What aspect do social changes impact in marketing?

    <p>Consumer values and priorities</p> Signup and view all the answers

    What should companies focus on to stay competitive as demographic shifts occur?

    <p>Understand moving patterns and consumer behavior</p> Signup and view all the answers

    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
    • 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
    • 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 in design planning, including context and foresight research in this third module of the Advanced Design Planning course.

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