franklong 160913162525

Design Thinking, Tim Brown

Design, Business and Innovation

Hongzhou (Frank) Long

• (before) Plan, Purpose, Prototype.

• Implementation——“the process of putting a decision or plan into effect; execution”




• Object-oriented : Community or Business marketing or Society .

• Even single , personal use.

• Preparation work : Copyright, Investors or sponsor .



• Influence ,Value (profitable or non-profitable) , efficiency ,coordination

• Get experience and rotate the process.

• for building bigger business .


Design Thinking , Critical Question 1



• Because every design are not going to same step 3 , so Is design duplicable ?

Design Thinking , Critical Question 2



• Should we emphasize one of the three steps ( inspiration ,ideation ,implementation ) when running the work?

Going Deeper, Seeing Further…



• Ethnography becomes important by competitive necessity.

• More qualitative Description needs.

• Corporation needs innovation thinkings and impacts.




• New relationship between supplier and consumer ---being a observer

• Wider range ,wider targets ,wider usage.

• Having a human-centered combination and conclusion .




• New method research builds a new connection to consumer , making the process more efficient .

• Interaction. (transpositonal consideration)




• Competition forced to open a new business ecosystem

• Business Future Tendency.




• Interpretation update : Adding cultural ,belief ,behavior into the factors.

• Ethnographic study open a another way for better business decision making.

Ethnographic Research, Panel discussion “Big Data Analytics”



Ethnographic Research Findings



• Speakers' different presentation style

• Using of PowerPoint or not

• Gesture ,interaction ,communication ,exemplification .




• Audience’s main attentions were leading by different presentation styles.

• Listening, recording, watching ,thinking ,communicating.

• Five senses are weighted differently .




• Activity after presentation

• Unintentionally preferential treatment because of uniformity : People wear in the suit

Interviewing Humans



• Interviewing users is a advanced way of ethnographic research.

• Getting qualitative information from either existing or potential users face to face.

Interviewing Humans



• Beginning part of interview

• ——Keeping to the point of topics

• ——Recording demographic info if needed

• ——Relaxed atmosphere

Interviewing Humans



• Content

• ——Open-ended question

• ——sufficiently talkative subject

• ——follow-up question

• Meet the requirement in order to analyze the result.

Interviewing Humans



• Conclusion of interview

• ——Wrap-up question

• ——Be flexible to quit or expand more.

• ——Be conversational and natural

Interviewing Humans



• After collecting——

• By using behavior patterns, and mental models ,and analyzing customers’ specify terms ,habits, perspectives, insights.

• Make notes to ethnographic research or design journey as useful reference.