Module 3: PIPE Design Thinking (PDF)

Module 3. PIPE Model of Design Thinking Phase 1. Purpose- Empathetic Understanding LEARNING OUTCOME In this module, you will learn more about the 1st Phase of the PIPE model of Design Thinking: Purpose - Empathetic Understanding. After completing this module, you should be able to: 1. craft...

Module 3. PIPE Model of Design Thinking Phase 1. Purpose- Empathetic Understanding LEARNING OUTCOME In this module, you will learn more about the 1st Phase of the PIPE model of Design Thinking: Purpose - Empathetic Understanding. After completing this module, you should be able to: 1. craft problem statement; 2. identify the needs of your user/community; and 3. present Persona LEARNING CONTENT THE Phase 1- Purpose BUILDS ON exploration phase that takes off from the quest to dig on for what inspires people to get engaged in the innovation process. It employs the designer’s CRITICAL THINKING on the design space for problem recognition, problem definition, and as the designers get high level of empathetic understanding of the problem, guide exploration into the solution space by enacting the ideation phase of the design process. Learning to think in critically, analytical and evaluative ways means using mental processes such as focusing, categorizing, selecting, and judging. It is an analytic-evaluative process to support informed decision making. Critical thinking requires a predisposition to be critically analytic in the process of making sense of arguments and logic and rendering informed decisions and judgments in an effort to make a well reasoned, clear and responsive conclusion. The quest for purpose involves ability to get to know the user (community), recognize and define their problem using critical thinking and empathetic understanding. An innovation is bound to be useless unless we understand, connect and care for the user (community). This is empathetic understanding. Essential steps used in this phase: 1. Identification of a problem/ issue in a community 2. Preliminary research- through books, internet 3. Ethnographic Research- to gain deeper understanding and connection with the user 4. Analyzing Data 5. Creation of Persona Step 1. Identification of a Problem/Issue In this step you may start looking for possible projects that you will work on. Identify a problem or issue in your community that is close to your heart. Who do you want to help? Why do you want to help them? Describe using the graphics below. PROBLEM/ISSUE What is currently What factors What is the being done to contribute to the problem/issue address the problem? about? problem? Who needs help? Step 2. Preliminary Research Conduct an online research to gather preliminary information about the problem and issue. Is this problem happening in other places? Take note, you are not supposed to think of any solution at this point. You are doing this to understand more the problem/ issues around your user. Combine the information you gathered from Step 1 and Step 2. At this point, you are now ready to identify the problem and craft your problem statement!  How to craft a problem statement: Identify the Verb+ Identify the User+ Problem to be tackled Sample: How can we help the students of ISU to become more effective self-directed learners? How can we encourage the Cabaguenos to reduce plastic wastes? ACTIVITY 1 Craft your problem statement. Problem Statement: __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ __________________________________________________________________________________ For Midterm, Start here Step 3. Ethnographic Research—Empathy Study https://www.youtube.com/watch?v=TiD33_6-NAM- Empathy The main goal of this process is to gain deeper understanding and connection with the community. How do you get to know the people involved in the issues/problems in the community? How can you connect with them? Have this in your mind always: PUT YOURSELVES INTO THE USER’S SHOES. Experience their everyday life. How do they think and feel? You may use ANY the following method: 1. Observation 2. Interview Observation The purpose of this method is to use AEIOU and POEMS observation technique as tools for empathy study. During field observation, record observations under appropriate headings. AEIOU Technique: What to observe: Observations Activities Environment Interactions Objects Users POEMS Technique: People Objects Environment Message Services Interview Use interview as a technique to clarify observations and assumptions. This is your opportunity to dig deeper into the inner thoughts and feelings of the user. It is best to conduct face-to-face interviews to discover your user and their needs. During the interview:  Probe to uncover the truths behind their human story Observe their non-verbal cues as well as pick out observations of their natural setting Record all the interview data for analysis (word for word) A mix of both Type A & B questions are important during interviews. Type A (like Who, What, Where) questions helps to keep your interviewees at ease while you build rapport with him/her before moving into ‘tougher’ Type B (How, Why) questions which unravels deeper information. Type B questions will aim to evoke stories and explore emotions. Conclude with Type A questions as you end your conversation. Interviews are not surveys. Do not ask a list of questions. Build on the answers of your interviewees. ACTIVITY 2 1. Prepare your guide questions prior to the conduct of your interview using the template below: Empathy Study Plan Who will be interviewed? Demographics Personal Motivations Questions: Questions: Areas Related to the Problem Questions: 2. Conduct an ethnographic research/empathy study. Step 4. Analyzing Data Gathered: Identifying and Prioritizing Needs In this particular step, your primary goals are to: 1. cluster the important data; and 2. identify the user needs. Process 1. Identifying Useful Data (Individual Power)  From the interview data, write down points you think are interesting or significant. Write one data point in one sentence. Do not summarize or interpret. Use word for word, as supplied by the interviewee. Process 2. Cluster similar data together Cluster data points according to common pattern/ learning points from the interviewees. From each cluster, write a general theme/cluster head. Activity 3 1. Describe in 1-2 sentences the clustered information based on data points. This will be the insight. INSIGHT: Reflection of each cluster (what does the clustered information tell you?) ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ WHAT MAKES A GOOD NEED STATEMENT: It is NOT a solution. Bad example: I need money for internet connection to study during the new normal. Better example: I need flexible learning opportunities to study during the new normal. It addresses a gap. It addresses your project statement. 2. From the insights, derive the users’ needs. NEED: From the insight, what do you think your interviewee/user need? Need 1:_________________________________________________________________ Need 2:_________________________________________________________________ Need 3: _________________________________________________________________ Remember, you are now identifying the needs which will be addressed/ given solution in the next phase (IDEATION). Step 5. Creation of Persona Persona is a profile which will serve as a reference & inspiration throughout the solution development. It represents the community/ users you are working with. Personas are more than just demographic information, a persona needs to capture the person’s behavior, beliefs, motivations & pain points. Sample Persona Sample Persona Template Persona Name: Motivation Defining Quote Demographic Profile Age: Social/Family Lifestyle Challenges/ Pain Top 3 Needs Gender: Points Job:  Hobbies/Likes/Dislikes Deep Need Statement ASSESSMENT TASK 1. Create your own persona based on the information and data you gathered. You may use the sample template as your reference. 2. Present the Persona to the class via the prescribed videoconferencing platform. REFERENCES Berengueres, J. 2013. The Brown Book of Design Thinking. A Workshop Based Approach. University of UAE. The Essential Guide to Design Thinking. University of Virginia. Darden Executive Education. Design Thinking. The Guide Book. Royal Civil Service Commission (Bhutan) in collaboration with Singapore Polytechnic. https://www.youtube.com/watch?v=TiD33_6-NAM- Empathy Design Thinking Toolkit- Singapore Polytechnic (2018) DT Teaching Slides- Singapore Polytechnic