68 Questions
What is the main focus of the third module of the Advanced Design Planning course?
Context and foresight research
What is the purpose of benchmarking in the design process?
To understand how competitors solve a problem
What are direct competitors in the design process?
Companies with similar products or services
What is the significance of considering substitutes in the design process?
To understand the competitive landscape
What is the purpose of contextual research in the design process?
To understand the context of the product or service
What is the role of foresight research in the design process?
To balance empathy research
What is the significance of the four classes of inquiry in the design process?
To understand the context and develop insights
What is the main objective of the Advanced Design Planning course?
To develop design planning skills
What type of businesses or organizations are considered wallet competitors?
Those that exist in the same ecosystem
What is the purpose of benchmarking in the context of competitors?
To understand how competitors address an issue
What is an example of an exemplar in the context of hiring?
An organization in a different industry that addresses the same issue
What is the purpose of studying analogies?
To understand how other organizations in other industries address the same issue
What is the final stage of contextual research?
Inspirations
What is the benefit of studying how other organizations solve similar problems?
It helps to see patterns and insights that aren't immediately obvious
What is the purpose of looking at how other industries do hiring?
To understand different strategies and approaches
What is the benefit of studying how universities do orientation for new students?
It helps to understand how other organizations solve similar problems
What is the purpose of looking at how nature does things?
To draw inspiration
What is the purpose of studying inspirations?
To draw inspiration from anywhere
What is the primary objective of studying how pilots scheduled their flights before the use of computers and databases?
To identify novel solutions for modern scheduling problems
What is the role of contextual research in understanding a problem or issue?
To build a larger contextual understanding of the problem
What is the purpose of the contextual research worksheet?
To organize ideas and insights in a structured way
What is the primary benefit of synthesizing research findings into a format that's easy to read and distill?
It enables effective communication of research insights
What is the purpose of the 'why you chose them' section in the contextual research worksheet?
To justify the selection of the case study
What is the relationship between causal logic and the strategies identified in the contextual research worksheet?
Causal logic informs the development of strategies
What is the primary goal of identifying key takeaways from the case study?
To apply the insights to a new problem or issue
What is the role of inspiration in the contextual research process?
To identify novel solutions to a problem
What is the primary benefit of using a contextual research worksheet?
It helps to organize and structure research insights
What is the relationship between the contextual research worksheet and the case study?
The worksheet is used to organize and structure the case study
What is the first step suggested when redesigning the pilot scheduling application?
Examining current benchmarks
Which industries were suggested as exemplars for self-scheduling by employees?
Logistics and healthcare
How does the text describe the transition to looking at analogies?
Challenging but highly productive
What abstract concept does the text attribute to scheduling work?
Planning ahead using given options to achieve a goal
What industries are mentioned as being useful to study for analogies?
Travel and hospitality
Which strategy from travel planning is suggested as beneficial for a flight scheduling app?
Implementing last-minute booking deadlines
What does the text suggest you can gain by looking at how vacations are booked?
New perspectives and patterns
What is the final step mentioned in the approach for redesigning the scheduling application?
Drawing from inspirations
Which aspect is not directly mentioned as part of benchmarking other airlines?
How airlines manage logistics
Why might looking at other industries be beneficial in redesigning the scheduling application?
To gain fresh insights and unlock new opportunities
What was the analogy used by the student for planning a road trip?
Synthesizing research
What organization did the student choose to study for its decision-making process?
NASSER
How is NASSER using crowdsourcing to aid its processes?
Deciding launch times
What did crowdsourcing inspire the student to consider for the road trip project?
Asking a larger crowd for planning help
What is an important aspect of identifying trends according to the text?
Considering both strong trends and early warnings
Which of the following is a significant demographic factor mentioned?
Population distribution
What specific demographic shift was noted about North America?
Increasing urbanization
Which trend is categorized under demographics?
Changes in level of education
What was a key piece of causal logic derived from the study of NASSER?
Using crowdsourcing
What is the next section focused on after covering the contextual piece?
Understanding trends
What is the primary use of vectors in the context of the discussed worksheet?
To highlight future directions for design
Why is it important to complete the worksheet discussed?
To create a set of benchmarks and future directions
What is the main focus when understanding the 'context piece'?
Current innovations shaping experiences
What topic is mentioned as an example in the content provided?
Millennial consumers preparing for retirement
What does the content suggest about the sequence of completing the three parts (empathy, context, and future)?
They can be done concurrently in any order
Which activity is recommended after understanding the last two tools discussed in the content?
Completing Exercise three
What is the reason given for using the retirement preparation example?
It's an illustration of a good vector
What aspect does a 'complete picture empathy piece' help understand deeply?
Stakeholders' needs
What is the ultimate goal after finishing the worksheet, as indicated in the content?
Identifying key insights and directions
Why is building a large fact base important before identifying key insights?
To ensure findings are extensive and fact-based
What is a likely reason for retailers to change their strategy?
A demographic shift causing more people to move to the southeast
What demographic trend is currently affecting universities?
A demographic cliff leading to fewer college-aged individuals
What did marketers in the seventies and eighties consider when marketing to families with young children?
The preferences of young boys
What shift has occurred regarding decision-making within families over time?
Decision-making has shifted to young women
Why must designers consider demographic shifts?
To create suitable products and services for evolving markets
What aspect should you design for when considering who is in charge within society?
Deviations from societal norms
What example demonstrates how society's decision-making within families has evolved?
Young girls now often influence weekend family plans
How do marketers adjust their approach based on the demographic cliff?
They tailor their strategies to appeal to fewer college-aged students
What is the importance of knowing larger patterns and trends in design?
To design based on demographic and social shifts
What is the consequence of not considering demographic shifts in university planning?
Loss of competitive balance among universities
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
Learn about research methods for design planning, including context and foresight research, in this module of the Advanced Design Planning course.
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