Design Thinking Chapter 3 PDF

REVIEWER BY: Micah Danielle S. Tormon ENTREPRENEURIAL MIND o This is about providing solutions to Chapter 3: The Use of Design Thinking problems that focuses on human needs and user response. "The m...

REVIEWER BY: Micah Danielle S. Tormon ENTREPRENEURIAL MIND o This is about providing solutions to Chapter 3: The Use of Design Thinking problems that focuses on human needs and user response. "The main tenet of design thinking is empathy o In reality, the drivers of innovations are for the people you're trying to design for people and not merely technology. Hence, Leadership is exactly the same thing-building the process should really contain a step empathy for the people that you're entrusted to that considers the shoes of users and relate help." – Tim Brown to them with genuine empathy What is Design Thinking? 2. Collaboration Chief Executive Officer, Tim Brown of IDEO, o The purpose of design thinking is to form a Design Thinking pond of perspectives and ideas. These - "a discipline that uses the designer's ideas shall be used in innovation. sensibility and methods to match people's o Design thinking works well with diverse needs with what is technologically feasible composition of teams who would and what a viable business strategy can cooperate with each other. convert into customer value and market opportunity" 3. Ideation - is a core design thinking principle at the ð IDEO is a consulting company founded in same time a step in the design thinking California in 1991 that uses the design process. thinking approach to design products, o The focus of design thinking is to come up services, environments. and digital with as many ideas and potential solutions experiences. as possible. o As a step, participants are encouraged to Design thinking is a combination of produce many ideas without first desirability, feasibility and viability considering the quality - is a constant process of trying to find innovative solutions to problems through 4. Experimentation and Iteration deep understanding and empathy of the o Ideas are turned into prototypes. Said target user prototypes are tested and feedback from - It seeks to develop complete users are taken. understanding of the people involved in o Design thinking is a continuous and the problem through solution-based repetitive process to discover mistakes and approach and not those common defects of the initial versions until getting problem-solving methods the preferred form of the proposed - offers a means of digging that bit deeper solution. to disclose ways of improving user experiences 5. A bias towards Action - involves the process of questioning. o Design thinking is an applied and practical solution-based method that is more focus Process involves enquiring about the on action rather than on discussion. problem, enquiring on the assumptions, o This method favors a face-to-face and enquiring on what the implications engagement through "going out in the would be. field" Instead of discussing on the possible Ideas are usually formed by brainstorming solutions, these solutions are turned into sessions in order to re-structure the concrete prototypes and tested out in the problem in human-centric ways. real world. Solving problems requires performing the appropriate type of research, forming The Origins of Design Thinking. prototypes and testing the products and/or services to discover new approaches in satisfying users' needs. This thinking also involves experimentation and trying out concepts and ideas. Here are some of the principles about design thinking to wit: 1. Human-centricity and Empathy In the 50s and 60s onwards, design-thinking emerged because of the issues of collective problem solving of significant societal changes REVIEWER BY: Micah Danielle S. Tormon and its likely uses and understand deeply In his 1969 book entitled "The Sciences of the the users and their problems Artificial", Herbert A. Simon first mentioned about design thinking as a way of thinking. THE FIVE PHASES OF DESIGN THINKING - A cognitive scientist and Nobel Prize laureate, Simon since then contributed A. Empathize: Research About Users' Needs numerous ideas in the principles of design Using research, the first step in the design thinking thinking process allows to obtain understanding of the people who ð Design thinking begun to combine the experience a problem before designing a human, technological, strategic needs and solution to serve them. innovation technology in the 1970s. ð Simon outlined the first formal models of the Empathy - describes the ability to put oneself in design thinking process consisting of seven another person's shoes to really see the world major stages. through people's in a given context or situation. ð In the 21st century, there are many variants - It involves observing engage to understand of design thinking that came out with their experiences and motivations and different number of stages in the process. immersing in the physical environment of users who will be affected by the design Five-stage design thinking model suggested by the Hasso-Plattner Institute of Design at o Since design thinking is a human-centered Stanford. design process, it needs empathy to gain ð The design thinking process has become real insight into users and their needs and popular because it was strategic to the the problems that underlie the success of many prominent, international development of a particular product companies such as Google, Apple and and/or service. Airbnb. o During this phase, the designer seeks to set ð This "outside the box thinking" is now taught aside their assumptions and gather at distinguished universities worldwide and genuine insights about the user. In building is promoted not only in business but to all empathy, designers can produce products types of organizations. which truly satisfy the users and make their lives easier. The Design Thinking Process KEY EMPATHY-BUILDING METHODS TO GAIN The Hasso Plattner Institute of Design at A DEEPER UNDERSTANDING OF THE USERS' Stanford provides a five-step process in design PULSE: thinking. - In reality, the process follows a flexible 1. Empathy interviews and non-linear fashion, rather than - The objective is to find out as much insight sequential steps. as possible using an open conversation. - The process often occurs in parallel and - The most effective way of an interview is be repeated iteratively. constantly asking “why?” even if the answer has already been given. 2. Immersion and Observation - Users should be observed in their natural environment or immersed in a certain situation while they are in action. - Photographing or videoing could be done in observation to identify users' needs, motivations, or challenges that they are not conscious of and which they could not express. There is always feedback coming from the - Users could be observed as they act earlier step Information is taken naturally. continuously in order to have a deep knowledge of the problem and the 3. Extreme Users solutions. - The ones sought to re-structure the There is an unending loop so that the problem and discover fresh insights. The designer can gain insights constantly, reason is that the needs of extreme users produce new ways of seeing the product are usually intensified that could help solve the problem. REVIEWER BY: Micah Danielle S. Tormon - Compared to average users, they find 4. Feel workarounds to existing problems. ð Contains user's emotional state such as his worries, excitement about a certain 4. Ask what, how, and why in curiosity experience. This is often represented by an - must always be considered. This line of adjective such as "confused of too many questioning can lead the observation into contradictory prices" more abstract user motivations. B. Define: State Users' Needs and Problems è The “what” question shall give details of what action has taken place. The first step is to find who the user is, è The “how” question considers the manner of what is his needs and then develop insights completion of the action that happened in from the answers. the “what”. Said step has been done in the Empathize è The “why” educated guesses could be Stage. Then the actionable design problem formed about the user’s motivations and statement is defined in a human-centered emotions as he completes the action. manner to club all the answers together in the Empathize Stage. Empathy map - helps gather and organize the The purpose of this problem statement is data from the interview that could lead to to establish the core problems and surprising insights. generate tangible and actionable ideas to - One method that can be used to record solve the problems. efficiently the information from the interview Guidelines in generating the question under the design thinking process: 1. Strengthen the good-In design thinking, all the positive aspects of the customers needs are intensified. 2. Eliminate the bad With design thinking all the bad components witnessed in the problem are taken out. 3. Search the opposite- Using design thinking, the problem needs to be transformed into 1. Say opportunity. ð Covers what the user says loudly in an interview or some other usability study. 4 Enquiry of the Assumptions-This step in Ideally, it contains precise and direct design thinking consists of enquiring about the quotes from research. assumption at hand. ð An example is "I am loyal to Jollibee because I never have a bad experience." 5. Pinpoint the Unanticipated Resources Having design thinking, some other resources not 2. Think stated by the customer can be sought on how ð Captures what the user is thinking they can be controlled throughout the experience Here, there should be special attention paid to what 6. Form an Analogy Design thinking also users think, but may not be eager to includes the manner of creating relationships articulate. between the problem at hand and unconnected ð Often, they are hesitant to share their images thoughts because they are uncertain, uncomfortable, well-mannered, or scared 7. Breakdown the Problem into Pieces - This is to tell others something For instance, a where again analysis comes into picture for a user's thought could be expressed as "This short while before the problem definition can is really frustrating" be synthesized. The points discussed from empathize' section can be broken down into 3. Do elementary fragments to make the work easier. ð Encompasses the actions the user undergoes. This could be what the user C. Ideate: Challenge Assumptions and physically does and how the user goes Construct Ideas about doing it. Possibly the user "Shops around to compare prices". Designers are prepared to start generating ideas. The concrete background of REVIEWER BY: Micah Danielle S. Tormon knowledge from the first two stages means anyone can begin to "think outside the box. b. Combine Sometimes, the solutions are Entrepreneurs may now look for alternate already at hand and not really something ways to view the problem and pinpoint new. An idea might not work alone, but a innovative solutions to the problem combination of some ideas, processes or statement created. products could work best. Numerous ideation techniques in order to c. Adapt Often, there is already the right encourage free thinking and to magnify the solution to a problem, but still unknown yet. problem space, Brainstorm and Worst Possible Sometimes, an idea could solve one or more Idea sessions are normally used problems 1. Brainstorm d. Modify At times, exaggerating a situation ð This is a more relaxed and informal way of or problem could offer a new insight or solving a problem using imaginative added value. This could help isolate which thinking. Often times, these thoughts and among the part of process or concept is ideas seem a bit crazy. These ideas are vital. original and creative solutions to a problem. e. Put to another use-This is making the idea ð Some of these ideas may even trigger more or concept works into a different use ideas Brainstorming gets people released compared to what is originally planned. their ideas by shaking their heads without the usual way of thinking f. Eliminate In the same process like the Lean Six Sigma, this concerns eliminating 2. Brainwrite waste due to inefficient processes Removing ð This is a serial process of asking ineffective procedures could reform them. participants to write down their ideas about a specific question or problem on g. Reverse -This is doing things that are sheets of paper. completely against the original purpose in ð Each participant passes his ideas on to order to see something from a different someone else, who reads the ideas and angle. adds new ideas. The process repeats that would last from 10 to 15 minutes. Once the D. Prototype: Start to Form Solutions sheets are collected, they are posted for discussion. Prototype - a low-cost, scaled-down quick working 3. Worst Possible Idea sample of entrepreneurial ideas for new ð A technique where members of the team products or particular features found in look for the worst solutions in ideation these products. periods. This is a reverse way of examining - a taster of what will ultimately become a their ideas, contest assumptions and finished product. obtain insights in discovering great ideas. - shows how a product will work and look ð In this way it would strengthens creativity like. and boosts the confidence of team members. Though, not all prototypes will develop into a final product. 4. SCAMPER This stage is an experimental one to ð A concept that aims to look for solutions to validate ideas and to develop reaction to problems. It is more engrossed on the form more and more prototypes for process of discovering unfamiliar and interaction. innovative solutions to problems. ð The goal of also is improving a product or The purpose here is identifying the best service. Actually, SCAMPER stands for an likely solution for each of the problems acronym and each letter stands for one identified from the first three stages. The thinking technique solutions are applied within the prototypes a. Substitute A designer may look for At the end of this step, most likely the something to replace that will result in designer has a better idea of the product's improvements of concept, product, service limitations and problems. Here the or process. Possibly, this could be a trial and designer will also have the big picture of error process to test which among the how the actual users shall interrelate with alternative works better or could be best. the finished product. REVIEWER BY: Micah Danielle S. Tormon having the real functionalities. This is perfect for Here are some of the benefits about discussing the complex components of a prototyping: product but expensive and time consuming 1. Timely feedback - Collecting feedback is an important feature of the product building Essentially, a prototype is the foundation for process Reviews at every step of the product what will become the minimum viable development such as adding new features or product (MVP). designing parts of the product can be collected using prototyping. Feedback could reveal what MVP - a minimum viable product that was born works for the market or what could not. out of the lean mentality pioneered by Eric Ries from his book "The Lean Startup". 2. Prompt changes save time and cost - At the ð After any hypotheses have been tested end, changes could be in the form of drastic using prototyping and acquired evidence of restructuring, assumption and revision. a concept, an MVP can be created. Essentially, having an initial model prepared ð Before promoting the MVP, review again makes possible the preferred changes promptly and again the created prototypes to This way early changes may reach the designer's address those biggest product goals earlier with less or no investment or effort assumptions. at all. ð An MVP is also a better way to present a product to potential investors. It will give 3. Validation prior to development - Before them a better impression of the product getting into final development, there would be than a prototype. several discussions in between repetitive changes using prototyping Said repetitive E. Test: Try Solutions Out process ensures to build easier what in reality is The complete product is tested in real life needed. environment using the best solutions in the previous step. 4. User research and user testing- It is vital to The results that are produced out of the identify potential user and gather ideas to serve test are normally use to redefine one or them best. This could only be attained using identify further problems. prototyping Actually, the crucial intention of Designers can go back to the previous step constructing a prototype is user testing User to make repetitions, adjustments and testing shall reveal how the product would improvements to consider alternative become functional and valued by the final user. solutions. Ideas and insights can be gained concerning Here a deeper understanding of the how actual users would use the product and product and its users could be possible. make improvements of the pain points. The stakes are high. If the final users are contented with the product, then it will go TYPES OF PROTOTYPING: into production. While if the end users are not happy, then the process is reiterated in 1. Low fidelity This consists of paper prototypes addition to integrating the feedback and that are used in the early stages that are then reframe the problem. constantly improved during the process. This prototyping makes improvements easy and fast. Testing is the opportunity for users to try The focus here is the system not the outer out the prototype. It is the chance for the appearance which makes it more open to designer to observe on purpose and gather improvements depending on the user feedback. finale process data. However, as the product becomes complex, these low fidelity prototypes become THE POWER OF STORYTELLING ineffective in keeping up with these design complexities. ð Stories are about specific events of real people and their respective lives that can 2. Medium fidelity This prototype concerns the inspire opportunities, ideas and solutions. product that is made with practical ð These stories offer actual details to be used functionalities based on storyboard and user in picturing solutions to certain problems. situations Storytelling - the core of the structure and 3. High fidelity-Often, these prototypes are functions of every human being to connect mistaken for the final product, because they events as a complete experience through time look closely like the would-be actual end product. These prototypes may provide the most convincing experience of the product REVIEWER BY: Micah Danielle S. Tormon - makes it an important and effective tool in the course of design process of both Double Diamond products and services - a process that use both the divergent and convergent thinking. Storytelling is a vital instrument for feedback. - The two diamonds represent a process of exploring an issue more widely or deeply Feedback - the foundation of the repetitive (divergent thinking) and then taking process of prototyping that may lead to solving focused action (convergent thinking). the problem. è Stories and prototypes are usually Divergent thinking - solves problem by interwoven. proposing multiple possible solutions to identify the one that is best. Explanation and repositioning of experiences could bring a host of possible analyses and Convergent thinking - concentrates on finding interpretations that may bring to test fresh the single best solution to a problem. solutions prior to completely committing to a specific policy, program, or service. 1. Understand -The first diamond helps people define what the problem is and involves talking ð At each steps in the design process, the to and spending time with people who are part events and lessons experienced are of the issues. described through storytelling. 2. Define -The understanding from the Storytelling - offers the opportunity of hearing discovery phase can help describe the challenge feedback about the product from the in a different manner. consumers' mouth or see how the product could be used in real life. 3. Develop -The second diamond inspires o In the design process, the essential people to offer multiple answers to the well- problems that consumers face when using defined problem, trying to find motivation from a product or a service are known through elsewhere and co-designing with a variety of storytelling. diverse people. Every story has the following elements: 4. Deliver - includes experimenting different 1. Domain/What- This is the definition of the solutions in a limited way, discarding those that topic that is the concern of the story. In the are not feasible and refining the ones that will design process, it can be the problem of a work. consumer that should be resolved. 2. Players/Who These are the people involved in a story. In the design process, the main player is the persona who represents the demographic information of the consumer who faces the experiences. There could be other players involve in the story such as those who are part of the support groups or those employees that directly communicate with the customers. 3. Story flow/How- There are three main chapters for each story namely the beginning, middle, and end. In every story there is problem that could be part of the middle stage which is the target in the design process. Issues may Problem Framing arise that may be found before the main event ð comes early in the design process that in the story. deals with exploring the problem to know exactly the concern that needs a solution. STORYTELLING IN THE DESIGN PROCESS ð Here storytelling is used to identify the In order to form a solution that is human problem using qualitative data from the and user-centered, there must be a user consumers. involvement in the design thinking process. ð Several session using storytelling can be Hence, all throughout the process scheduled together with consumers who storytelling is used with a distinct usage possess the persona characteristics. The goal for each stage. Storytelling can be data gathered from these sessions need to applied using the following steps: REVIEWER BY: Micah Danielle S. Tormon be analyzed to form a comprehensive ð Collecting information about the target knowledge concerning the problem. consumer is a vital part of the design thinking approach. Storytelling is very vital to empathize with ð Knowing what customers think or feel is consumers with their problems as they relate the initial step towards making innovative their pain points. Here the persona empathy products and services that they want and map could be constructed to reveal the need. feelings and experience of the consumers. Once faced with a problem, the first thing to do Solution Framing is not to discover a solution immediately. ð In the solution definition and prototyping Instead, the mindset must be to ask a question stages, the designer need to test and that might get closer to the cause of the evaluate a number of possible solutions to problem or back-up an advancement.. obtain the best solution based on the standpoint of the user. Three types of research: 1. Generative research - new opportunities are Storytelling is used in this stage to confirm the identified and the needs are discovered. efficiency of the solution by creating a two-way communication with the consumer. Here the 2. Evaluative research - feedback on designer must know if the solution really works experiments are collected and these are applied best for the consumer. in repetitive ways in order to progress. ð Consumers after trying the solution may be The focus of both generative and evaluative able to provide feedback to the designer researches are new ideas and more on the using storytelling. The designer is able to future. witness how the consumers make use of the prototype solution. In this way, he can 3. Validating research - known as traditional create a practical analysis of the market research is purposely for understanding recommended solutions to the problem. what is presently happening. Solution Implementation Curiosity is the core element in digging deeper ð Practically speaking in the design thinking into design thinking. process the consumer feedback about the è Being a keen observer is vital to be product or the service can be collected as curious on knowing why things are the basis for improvement. way they are and why things seem not to work or why people act the way they do. Storytelling can be used as an instrument to discover how the end product is used by Observation makes a person look into the finer consumers in their everyday lives. From the points feedback sessions, the information gathered Curiosity and observation must work could become useful in enhancing a better hand-in-hand by inquiring about version of the product in the future. assumptions to understand what is unknown. EXAMPLE: Curiosity helps in making connections and Coca-Cola's Happiness Machine campaign. It deepen relationships with people to see featured a Coca-Cola vending machine problems from different angles. converted to deliver astonishing "doses" of happiness to unsuspicious college students The Insight development is a very challenging one. machine was placed in the center of the student è The focus of observation and insights is cafeteria at the Queens, NY, campus of St. quite different. John's University. The candid camera angles è Observation centers on raw data that are capture the joy and happiness of those in the purposely gathered from what has been video. The video revealed unpretentious heard and seen excluding interpretation surprise and delight on the students' faces when they interacted with the Coca-Cola After observation comes insight 'Happiness Machine. Insight - is not an idea but it helps to produce new idea. Coca Cola was able to portray what is really - an interpretation of an interesting important and that is "life's simple pleasures". information resulting from interview and observation data that offers new Observation and Insights understanding of a human behavior or REVIEWER BY: Micah Danielle S. Tormon attitude that could initiates - This was done while making a study of opportunities. the large data about the over-the counter interaction at McDonald's EXAMPLE: restaurants. The everyday task of floor mopping Procter & Gamble made observations of people cleaning It stands for the five dimension namely; floors. From the observation, generated insights 1. Activity such as people do not like washing floor with - This comprises actions and behaviors with water using mop and water does not help in specific goals in mind, and the processes eliminating dirt. Hence, from these insights a executed to accomplish them. new product with the brand name Swiffer was born. The Swiffer brand is a waterless mop that cleans surfaces easier and conveniently The researchers here were able to identify the unexpected pattern the troublesome mopping with: water and a product that makes mopping easier. From a different angle, coming from those meaningful insights given the primary need of avoiding messy and dirty water was resolved because of Swiffer mop Developing observation as a skill needs a lot of practice. ð The more observation practices are made, 2. Environment the most likely that more meaningful new - It details the overall context and insights could be developed to create characteristics of the space where activities innovative solutions to problems. are being observed. Observation Techniques Based from the perspective of Spradley, here are the nine dimensions for observational purpose 1. Space - the physical lay-out of the place/s 2. Actor - the range of people involved 3. Activity - a set of related acts people dolor activities that happen 4. Object - the physical things that are present 3. Interaction - It consists of both interpersonal and 5. Act - single actions that people do person-artifact interactions. Proximity and space may also play a significant role within 6. Event - a set of related activities that people these relationships. carry out 7. Time - the sequencing of events that takes place 8 Goal - the things people are trying to accomplish 9. Feeling - the emotions felt and expressed AEIOU - An important and helpful tool to use for classifying and construing observations collected during user research field 4. Object studies and usability testing efforts - This sets the items within the environment - It was in 1991 that Rick Robinson and and how they are used. It is essential to his team developed AEIOU at the Doblin note both the fundamental and minor uses Group. REVIEWER BY: Micah Danielle S. Tormon of objects and how people connect them 1. Make the interviewee relaxed - The to do their activities. interviewer must dress in a manner similar to the customers being interviewed. He may offer some drinks and have a little talk prior to the start of the interview. 2. The interview should be on time and heading in the right direction - The interviewer should prepare some scripts as reference which can be useful to provide focus when asking questions. With prepared scripts it will mean less time to conduct the interview. 3. Concentrate on the customer and not on documentation-The interviewer must always 5. User focus on the conversation with the customers - This includes the people within the to make the discussion flowing. He may bring environment that being observed. The key with him a recorder, so that all things could be information comprises their values and documented. biases, behaviors, needs and relationships 4. Ask open ended questions - The interviewer must not ask questions answerable by "yes" or "no" Open-ended questions are those which require more thought and more than a simple one-word answer. 5. Listen, refrain from talking-The interviewer ought to be attentive to what is being said by the customers. He needs to keep his questions short and impartial. Do not fill the space during the pauses made by the customers: 6. Encourage but not influence The interviewer Interview should avoid saying things that may direct the Interviewing - an important tool to identify and customers into something. He must only show emphathize with customers' needs, form fresh little signs of encouragement such nodding his ideas and find out new opportunities. This is head or merely smiling. another way of gathering data by the designer. - This approach could be a substitute or 7. Follow ones feelings and drill down- support to observation. Sometimes there is a need to make clarifications in order to examine something in An expert interviewer should be open-minded, depth. The interviewer may ask follow-up a skilled listener, a keen observant, flexible and questions such as why and what else. exhibits patience. 8. Repeat to confirm For very significant topics, ð Most business owners interview their the interviewer should try reiterating back what customers right after purchase for the person said. He can occasionally get two feedback. interesting results through this. Firstly any misinterpretation could be corrected. Secondly, ð Entrepreneurs also interview people for any slight difference with the true opinion can ideas and insights in addition to the be realized and changed into a more refined identification of needs during the design answer. thinking process. 9. Thank the customer at the end of the ð Interviewing during this time ensures that process - Politely, the interviewer should show the product and/or service being created is appreciation for the time and effort given by really the need of the customers. the customers. This is also the chance for the customers to ask questions of their own. Interview Techniques Here are some reminders to have a successful Effective Interview Questions for Designers and informative interview: o A good questions provides the type, quality and quantity of information needed. REVIEWER BY: Micah Danielle S. Tormon Here are some basic but very effective types: A concept prototype may perhaps be a good Open-ended questions boost people to mirror experiment for a technology company. and disclose what is essential for them. - These type of questions consent people Three types of experiments: to expand on what is comfortable for 1. Trying out new experiences - Here them with restrictions, instead of entrepreneurs try new experiences like going to qualifying their thoughts. other countries, working for several businesses - can be used to discover opportunities, or learning new skills in order to create new outlooks, and the causes. business ideas. Types of open-ended questions according to 2. Taking apart products, processes and ideas - Michael J. Marquardt, author of Leading with In this type of experiment entrepreneurs try Questions, which are: taking things apart and then later place them back together. This represents inquisitive, a. Explorative-This type of question tries to creative and disruptive entrepreneurial compel opening out new viewpoints and mindset. disclosing other areas. (How do you find....?) 3. Testing ideas through pilots and prototypes - b. Affective This way of questioning could Pilot experiment is a small-scale study directed make known people's feelings around towards evaluating the viability of a product or something. (How is your impression of....?) service. A prototype has been discussed as an unpolished version of a product or concept that c. Reflective This manner of asking question is made before the pilot testing boosts further explanation. (What in your opinion causes... 7) Art and Science Applied to Entrepreneurship Entrepreneurship is both an art and a d. Probing - This means of asking question science. calls for a deeper analysis. (Can you explain The fact that entrepreneurs come up with how...?) new ideas that most often are worthless to others makes entrepreneurship an art. e. Analytical-This a kind of question that Entrepreneurs imagine and create searches for the origins of a problem (What something that no one else did. are the reasons for...?) As an art, an entrepreneur must have a creative thinking skill to make some f. Clarifying-This question aids in supporting ingenious ideas and make the and preventing misinterpretations. (So, that entrepreneurial process a great success. means?) Creativity is the indispensable foundation of 2.Closed questions demand for exact answers. ingenuity and can be the prime means to the Most of the times it is a yes or no questions. founding of new firms and to create Sometimes, they oblige the respondent to enhancements in current products of the choose an answer from a given set, or to agree company for more efficiency and or disagree with a certain statement. competitiveness in the market. - are likely to center on facts or the what, when, where questions that are typically Science, on the other hand, calls for easy to respond to. combining new information into prevailing models, or adding new models to a Experiment - is an approach of approving or superior body of knowledge. disproving the soundness of an idea or An entrepreneur continually challenging his hypothesis. assumptions, construct on what he already ð Certainly, there must be a clear objective knows and constantly makes adjustments that is doable and the outcomes from this to stay relevant in his environment. experiment ought to be reliable. ð On the other hand, a hypothesis is a A combination of creativity and technology in statement of assumption that is tested the activities of entrepreneurship to using research and experiments commercialize the idea associated to products and services is useful to make stronger the In the field of entrepreneurship, entrepreneurship. experimentation is trying something new, observing the results, getting lessons from the results and trying it over again. REVIEWER BY: Micah Danielle S. Tormon The scientific element of entrepreneurship may create a final conclusion that answers the make or break the foundation of any company. original question or problem. è was used by tech giants such as Uber or Facebook. 6. Publish results and call others to expand - è Facebook, for example, originally For an entrepreneur, it is nice to receive released their site only with Harvard feedback on what he has discovered. Customers students Later it was opened for students could be invited to know what they think and from all universities. use their criticism to make a product better. è After two years, Facebook was available There is no perfect product or service. An to everyone else. entrepreneur can achieve closer to perfection è Likewise, Uber did the same thing. The by reviewing and refining his business. service was tested initially with the founders' friends. After a few months, the app was launched in San Francisco then later to other large cities in the United States. After three years, the startup raised enough money to grow globally. Today it is present in more than 600 cities in 80 countries Here is the proper way to make use of the scientific method so that an entrepreneur can ensure his success. 1. Ask a question - An entrepreneur when trying to create a product must know his customers. The main aspect of any business is to solve the problem of his customers. Though often times he already has the idea, but he needs to know exactly what problem he is solving Hence, the entrepreneur should ask his customers if they would be interested to buy his particular product and/or service. 2 Research about subject-After knowing the problem, the entrepreneur must source out information through research from potential customers and competitors The entrepreneur must find his target audience and discover what makes them tick using survey, focus group discussion (FGD) or look for existing market research. He needs also to make research about his competitors to know how he can differentiate himself from them with his unique value proposition. 3. Create a hypothesis- An entrepreneur form hypotheses to formalize his assumptions. He needs to repetitively test, challenge and improve his hypotheses. to come up with an accurate and functional business model. 4. Experiment to test hypothesis Here the idea is tested, possibly using simple survey or it could be presented to a group of beta testers 5. Assess data and conclude The results of experiments should be concretely and objectively measured. There should be a solid conclusion of the hypothesis: The data obtained from the experiments ought to be reviewed