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Soyoung Park

on 31 January 2014

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Transcript of Exploration

3 Steps for Service Design
Going Deeper, Seeing Further
Extremes and Analogies
Imagine that you would design a water providing system in Kenya
Exploration phase
Creation phase
Reflection phase
Implementation phase
The Team
Exploring the system
Influencing factors
Assimilation’s about processes and the team constellation
customer’s wishes, needs and experience
touch points
Customer Journey
express wishes and feedback more exact
the analysis of the results for the structures, processes, people or technologies
going back one step is always welcome and very helpful
"I think the key benefit of ethnographic research is

the fact that you can understand a problem from the point of view of people that you’re trying to

understand who have the problem and within
the total context of their lives

Dr Robin Pharoah. Founder of ESRO and pioneer of applied anthropology

Why do we need "Ethnographic research" in exploration?
Identify local resource
Empathic understanding
Short Task: Draw User Journey Map
1. Share
Inspiring Stories
3. Create a

Transform your data into knowledge
How designer’s insight works?
The system depends solely on Dr. Kassam.

The backstage processes are quite chaotic.

Research Methods
Ethnographic Research
Observing different Steakholder
Blueprint and Touchpoints
18 Methods

Service ecology
Stakeholder map
Customer Journey
Self Exploration
Directed Storytelling
Persona development
Observational study
Online research
Work along
Service and Enacting
2. Make sense

of the findings
transform data into information
direction for the creation phase
create a journey
results can have an impact project
Why do we need "Ethnographic research" in exploration?
How do we find out something unexpected?
“Analogous cases”

situations with characteristics similar to our core domain of interest, but that will provide us with new models for thinking.
JANE FULTON SURI,2006, Enhancing Ethnographic Interpretations to Reveal More Meaningful Opportunities for Design,
“extreme people”

people at the margins of the topic at hand or even at the boundaries of society in general.
The Ripple Effect project in Kenya, 2009,Maji na Ufanisi
Esthur wikuru, Co.Maji na Ufanisi
“We worked with university student to design a new delivery car and
start to deliver it“

Danial Okuth
Student working with Maji na Ufanisi
“ We manage to make living from our work”
Ethnography is science of contextualizasion

Greenhouse, Carol (2009). Ethnographies of Neoliberalism. Philadelphia: University of Pennsylvania Press.p.2 ISBN 97808112241921
"Traditional hospital gowns open at the back, which can mean patients expose parts of their bodies that they would rather not show, especially when they are walking around the hospital. "
Design for Patient Dignity,2009, - Brief 1/7
To look at an experience over time. You can map peoples’ moods, experiences or needs.

To express a few important themes and the relationships between them.

Try to express your learnings through different frameworks.
Share your visualizations with someone who is not part of your team
Two-by-twos help emphasize tensions and create different categories.

Maps help visually explain relationships.
Concepts for UPMC Presbyterian Neurosurgery Clinic, 2007 ,Carnegie Mellon School of Design
Design Thinking for Educators Toolkit, IDEO
Concepts for UPMC Presbyterian Neurosurgery Clinic, 2007 ,Carnegie Mellon School of Design
Design Thinking for Educators Toolkit, IDEO
Concepts for UPMC Presbyterian Neurosurgery Clinic, 2007 ,Carnegie Mellon School of Design
Share what you learned from your research as stories, not just general statements.
Sort and analyze them until they help you build a clear point of view.
No one actively engages with patients while they wait.
Full transcript