i.school, The University of Tokyo "Methods of concept designing and user surveys"

2014 i.school All Rights Reserved.
This material shall be the sole and exclusive property of i.school at The University of Tokyo and
shall not be used for any other purpose nor disclosed to any other party without i.school’s written
consent.
1
1©
UT
i.school,
All
rights
reserved

consent.
2
School for Innovation, i.school,
The
University
of
Tokyo

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3
Format of this series

5 lectures
3
workshops

① 
4/16
[FoundaAon
and
methodology
in

creaAng
innovaAon]

② 
4/23
[Understanding
1:
The
purposes

and
methods
of
interviews
and
ﬁeld

work]

③ 
4/30
[Understanding
2:
The
purposes

and
methods
of
technological
research

and
case
studies]

④ 
5/7
[CreaAon:
Divergence,

convergence,
and
expression
of
ideas]

⑤ 
5/14
[RealizaAon:
Methods
of
concept

designing
and
user
surveys]

⑥ 
6/3
[Workshop
1:
Learn
from
everyday

robots
in
the
future]

⑦ 
6/10
[Workshop
2:
Learn
from
services

in
India]

⑧ 
6/17
[Workshop
3:
Learn
from
on-‐

campus
services]

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Goals of this series:

Understand the entire process of creating innovation

Learn to provide a concept idea

Understand the process of coming up with a concept idea

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Guest facilitator

Jun
Murakoshi

i.lab:

Product
Designer

Master's degree from the Design and Science Course,
Chiba University Graduate School of Engineering .

Master's degree from Royal College of Art (RCA)
Design

Products in the U.K.
Murakoshi was a specially appointed researcher at the
Graduate School of Engineering at Chiba University and
worked as a specially appointed associate professor at
the Center for International Research and Education of
the same university before joining i.lab.
He has a number of award-winning works that are
exhibited in Japan and Europe.

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Objectives of the 5th class:

▶  Understand a way to "make the idea realistic"

▶  Get motivated to share concrete ideas immediately!

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7
Review of

the 4th class

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▶  Understand the processes and tips for coming up with ideas

▶  Make the ideas come much easier!

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9
Questions
received
after the 4th class:

▶ Thank you for your participation!

▶ Murakoshi and Yokota responded to all of the
questions!

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Divergence
Convergenc
e

Individual
work
Group work

Formula for the creation process
• Divergence
and
convergence

• From
individual
work
to
group
work

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Working memory

(→ mainly processing
functions)

Types of memory:
1.  Short-term memory (→ storage)

2.  Long-term memory (→ storage)

3.  Working memory: plays an important role in processing information

Long-term memory

Short-
term
memory

Retain
Playback

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Utilizing working memory

•  If creating ideas means processing information to identify new relationships
between existing pieces of information, we need to focus on existing information
as raw material and pay attention to how you handle it.

•  It is essential to consider what information goes into working memory for
processing and how you can help in the processing.

Working memory

①
What?
②
How?

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●
Means

(= technolo-‐
gies)

Ends

(= people)

Idea

★

●

●

●

●

●
●
●

★

★

★

★

Murakoshi 1: Come up with ideas
→

Write down (draw)
→

Forget
•  I try to remember only the ends that inspired me most and mix that with
means and hints.

•  I don't evaluate them as I want to leave the divergence phase
independent from the rest.

•  I write down or draw ideas that I came up with so that I can remove them
from my working
memory.

•  While I'm thinking, I focus on the image I have in my head and write it
down.

Working memory

●

●

●

●

●

●

●

●
●

●

●

●

●

●

●

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1
4©
UT
i.school,
All
rights
reserved

consent.
15

15



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Abstract
Detailed
Process

Degree of

Abstraction
① Collect miscellaneous factual

information

③ Understand a situation structurally

④ Explore business opportunities

② Group and abstract

factual information

⑥ Create ideas

⑦ Select an idea

⑨ Refine the idea

・・・・

・・・・

・・・・

⑤ Establish a business opportunity

⑧ Put the idea into shape

0
1

Understand
Create
Realize

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17
・・・

Bring the idea

down to earth

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How does a conceptual idea

find its way into the real world?

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Prototyping?

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Making a "prototype" is a convenient way to put an idea into shape.

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Types and roles of prototyping
① Products

② Services

③ Businesses

•  Shape

•  Function

•  User interface

•  Scene showing actual usage

•  People and organizations related to

the services

•  Customer experience/value

•  User interface

•  People/organizations related to

the services

•  Customer experience/value

•  Value for business partners
•  Revenue model

•  Business strategy

Types of deliverables
Information to consider in detail
Useful tools

•  Miscellaneous items around you

•  3D
printer

•  Magazines/photo
collage

•  Skits

•  Stakeholder map

•  Magazines/photo
collage

•  Skits

•  Stakeholder map

•  The Business Model Canvas

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Products: Make a tangible prototype

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Products: Make a tangible prototype

▶  Clarify why you make it, what you want to express and how

①
Make it easy (use ordinary items around you)

②
No need to represent the whole thing with one item (including shape, materials, movements or size)

③
Make it a steppingstone to the next stage

③

①

②

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Services: The Business Model Canvas

Value

Propositions

Key

Partners

Customer

Segments

Customer

Relationships

Key Activities

Key Resources
Channels

Revenue Streams
Cost Structure

Which one of our
customer's
problems and
needs are we
addressing?

What are our
customers like and
how are they
unique?

What type of
relationship do we
usually have with
our customers?
Fun? de facto?

How to deliver
value to
customers?
(channel or route)

How much money are we
expecting to receive and for what?

What are the major costs involved
in delivering value?

What type of
external partner
(individual or
organization) do
we need in order
to deliver value?

Which one of your
activities is most
important for
delivering value?

Which one of our
resources is
important or
essential in order
to deliver value?

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All purpose: Focus on how customers change and the values provided
▶  Prepare cards or sticky notes that describe the research results on people and society and place them on a
large piece of paper to reorganize the concepts of your ideas.

▶  Present an image of target customers, put the research reports on people and society up on the paper to
make the ideas more real.

▶  Remember the importance of the idea "trunk" as you add branches and leaves to give it a concrete shape.

• Attributes

• Actions and
values

• Social situations

• Recognition of
problems

• ・・・

• Actions change

• Values change

• Social conditions change

• ・・・

Before
Ajer

• Benefits for customers

• Products, services,
experiences

• Usage, scene

Customer
Customer

Provided value

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29All purpose：Skits
▶  Put
on
skits.
They
will
give
you
a
detailed
view
of
the
products
use
including
the
cast

members
involved
in
the
ideas
and
their
interpersonal
communicaAon.

▶  It is not meant to train us as script writers, directors or performers. It's not meant to
make people laugh, either.

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Q&A

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Purpose of feasibility studies
Disruptive yet constructive
communication with people
involved using a prototype.

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What
do
you
want
to
verify
in
a
feasibility
study?

•  Your ideas are supported by various hypotheses.

•  Feasibility studies help to verify the relevance of the hypothesis from the
following 3 major aspects:

① People ② Technologies ③ Business

•  Your time is limited. Prioritize the items and content to verify before starting the
test.

Society

Market

Humans

Techn
o-‐logy

Idea

Technology
People
Idea maker
Idea

(Product, service,
experience)

I D E A

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Major items to verify and the
testing method

① Testing hypotheses regarding the value
perceived by people

• Consumers' issues, dissatisfaction,
challenges and actions taken
related to
ideas

• Intention to use the idea, value felt by
users and other keywords to introduce the
idea to others

② Feasibility from a technological
perspective

• Whether using the technologies that exist in
the company or not, the relevance/
feasibility of functions and performance,
production cost, safety issues

③ Feasibility as a business

• Business stakeholders, market trends, law
systems, profitability, compatibility with
long-term business strategy, promotion
framework

Items to test
Method

•  Consumer interviews

•  Surveys

•  Field work

•  Interviews with engineers

•  Technological research

(inside and outside the company)

•  Cost calculation using published

information

•  Interviews with management

•  Interviews with experts

•  Revenue simulation

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Segment:
Projected
user
(not
an
extreme
user)

Question:

① Ask about current or past problems related to daily water use.

② Introduce ideas for future water infrastructure by showing a prototype.

③ Ask about benefits, their concerns and reasons for them as specifically and from as
many aspects as possible including background information, values and their customs.

④ Ask if they can recommend the idea to people around you (family, friends, relatives)
and how.

Tips for asking questions:

Include the following two types of interviewers:

① A person who explains the idea in a positive way

② A person who agitates the interview by suspecting, challenging or denying

Pay attention to how the projected user changes his/her expression or speech in
response to the agitated atmosphere.

Examples of consumer interviews

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This endless process gradually helps you identify and reinforce the "trunk"
and add branches and leaves.

Trunk

Branches/leaves
A

Idea

Branches/leavesB

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Abstract
Detailed
Process

Degree
of

Abstrac=on
① Collect miscellaneous factual

information

③ Understand a situation structurally

④ Explore business opportunities

② Group and abstract

factual information

⑥ Create ideas

⑦ Select an idea

⑨ Refine the idea

・・・・

・・・・

・・・・

⑤ Establish a business opportunity

⑧ Put the idea into shape

0
1

Understand
Create
Realize

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38
Recommended
readings
for

knowledge
seekers

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This book helps you build a business model
in a way that works with a human-centered
innovation process.

You can apply their methodology to a
workshop using sticky notes.

Business
Model
GeneraAon

(Alexander Osterwalder & Yves Pigneur)

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Architectural model

- A good reference book when you select materials for
expressing ideas and creating models

- Contains philosophical aspects

How
Small?
How
Vast?
How

Architecture
Grows?

(Junya Ishigami)

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41



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42
Q&A

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43
Format of this series

5 lectures
3
workshops

① 
4/16
[FoundaAon
and
methodology
in

creaAng
innovaAon]

② 
4/23
[Understanding
1:
The
purposes

and
methods
of
interviews
and
ﬁeld

work]

③ 
4/30
[Understanding
2:
The
purposes

and
methods
of
technological
research

and
case
studies]

④ 
5/7
[CreaAon:
Divergence,

convergence,
and
expression
of
ideas]

⑤ 
5/14
[RealizaAon:
Methods
of
concept

designing
and
user
surveys]

⑥ 
6/3
[Workshop
1:
Learn
from
everyday

robots
in
the
future]

⑦ 
6/10
[Workshop
2:
Learn
from
services

in
India]

⑧ 
6/17
[Workshop
3:
Learn
from
on-‐

campus
services]

consent.
44

44
Thank
you!

i.school, The University of Tokyo "Methods of concept designing and user surveys"

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i.school, The University of Tokyo "Methods of concept designing and user surveys"