WHO WE ARE

GENERATING THE PROBLEM IN ASEANWHAT IS THE PROBLEM YOU WANT TO SOLVE?AND WRITE IT DOWN TO YOUR PAPER

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S T A N F O R D U N I V E R S I T Y

IDEO is an award-

winning global design

firm that takes a

human-centered,

design-based

approach to helping

organizations in the

public and private

sectors innovate and

grow.

EMPHATIZE

DEFINE

IDEATE

PROTOTYPE

TEST

DESIGN THINKING

There are 20

millions

preterm-infant worldwide

But about 3 millions couldn’t get to their mother embrace

EMPHATIZE

DEFINE

IDEATE

PROTOTYPE

TEST

STANFORD STUDENTS FROM

D.SCHOOL FOUND THIS PROBLEM

AND WANT TO SOLVE IT. THEY FLEW

TO NEPAL, THE COUNTRY THAT HAVE

THIS PROBLEM. VISITING THE FIELD,

INTERVIEWING PEOPLE, COLLECTING INFORMATION AS MUSH AS POSSIBLE

EMPHATIZE

DEFINE

IDEATE

PROTOTYPE

TEST

AFTER THEY LIVED WITH PEOPLE AND

PROBLEM, THEY FOUND OUT MANY

OBSTACLES THEY HAVE TO

OVERCOME. BUT FINALLY, THEY

COULD DEFINE THE ULTIMATE PROBLEM.

EXPENSIVE

HIGH MAINTENANCE COST

NOT AVAILABLE IN SMALL HOSPITAL

DIFFICULT TO USE

NEED CONSTANT ELECTRICITY

BABY CAN’T COME IN TIMEBABY CAN’T COME IN TIME

EMPHATIZE

DEFINE

IDEATE

PROTOTYPE

TEST

AFTER THEY KNOWN THE TRUE

PROBLEM AND PEOPLE CONTEXT,

THEY STARTED TO GENERATE IDEA AS

MUCH AS POSSIBLE AND SET A GOAL

TO CREATE NEW PROTOTYPE EVERYDAY.

EMPHATIZE

DEFINE

IDEATE

PROTOTYPE

TEST

JUNE 2009:

ANIMAL TRIALS ON PRETERM LAMBS

(US)

MARCH 2010:

1ST REAL BABY IN CLINICAL TRIAL

(INDIA)

NOVEMBER 2010:

3 HOSPITAL TRIAL. 155 NEWBORNS

(INDIA). SUCCESSFUL TEST THAT

EMBRACE IS AS EFFECTIVE AS CURRENT

STANDARD OF CARE

LET’S PLAY!

EQUIPMENT

PAPER

POST IT & MARKER

EVERYONE’S IDEA

RULE

DOING > TALKING

ON PROCESS TOGETHER

BE LIKE A KID

EMPHATIZE

DEFINE

IDEATE

PROTOTYPE

TEST

DESIGN THINKING

EMPHATIZE

DEFINE

IDEATE

PROTOTYPE

TEST

EMPHATIZE

“TO CREATE MEANINGFUL INNOVATIONS, YOU

NEED TO KNOW YOUR USERS AND CARE ABOUT THEIR LIVES.”

IN PEOPLE SHOE DISSATISFACTION ENGAGING

SEARCHING

OBSERVING

INTERVIEWING

EXPERIENCING

After telephone interviewing, googling, and talking with people who know teen

pregnancy, we have found out a bunch of information.

- Teen pregnancy usually happens in high school.

- Their first sex is happened after they have been dating for 3-4 months.

- Their parents don’t know about their dating.

- They didn’t use condom because their BF said it is safe and he would

responsible.

- And so on…..

EMPHATIZE : TEENAGE PREGNANCY

Mission #1GATHERING INFORMATION AND TRY

TO EMPHATIZE ABOUT THE TOPIC

AS MUCH AS POSSIBLE

WITHIN 40 MINUTES

EMPHATIZE

DEFINE

IDEATE

PROTOTYPE

TEST

DEFINE

“Framing the right problem is the onlyway to create the right solution.”

TEEN

PREGNANCY

PROBLEM

SHYFAMILY

PROBLEM

DON’T WANT TO

WEAR CONDOM

LACK OF

KNOWLEDGE …DON’T WANT TO

WEAR CONDOM

GIVE A WEIRD

TOUCH

GIVE A WEIRD

TOUCH

IT’S THICK LAYER

IT’S THICK LAYER

After we got a bunch of information, we try to analyze them to define the real

problem behind them. After we analyzed them, we pick up the 3 question that

we thinks can solve the most problems, effectively.

DEFINE : TEENAGE PREGNANCY

ULTIMATEPROBLEM

THEIR BF DIDN’T USE CONDOM

IT IS THEIR FIRST TIME

USING CONDOM ISN’T EXCITING

USING CONDOM ISN’T

MEANINGFUL

HOW CAN WE CREATE A CONDOM FOR

NO-CONDOM EXPERIENCE?

Mission #23 IMPORTANT PROBLEMS THAT SOLVE THE

MAJORITY OF THE PROBLEM

WITHIN 30 MINUTES

Mission #2ANALYZING THE PROBLEM AND DEFINING THE

QUESTION.

“HOW MIGHT WE…..?”CHOOSE 3 QUESTIONS THAT YOU ARE INTERESTED

QUESTION

EXAMPLE

Problem QUESTION

Parents have no time

for their children.

How might we make parents have time for

their children>

Teens are shy to buy

condom.

How might we encourage teens to buy

condom without shame?

Teens have no

knowledge about

pregnancy prevention.

How might we make teens know more about

pregnancy prevention?

EMPHATIZE

DEFINE

IDEATE

PROTOTYPE

TEST

IDEATE

“IT’S NOT ABOUT COMING UP WITH THE

‘RIGHT’ IDEA, IT’S ABOUT GENERATING THEBROADEST RANGE OF POSSIBILITIES.”

FACT

Virgin Galactic

the world's first

commercial

spaceline.

YES, BUTYES, AND

INTRODUCING…

YES, BUT

Where should we go in the weekend

SIMPLE SUPER

GENERATING JUDGINGVS

IDEATE RULES

#QUANTITY OVER QUALITY

#DON’T JUDGE THE IDEA YET

#FURTHER THE IDEA

After we know the problem we want to solve, we generate idea as much as

possible, without judging each ideas. After we got a bunch of idea, we manage

them into group to simplify them.

IDEATE : TEENAGE PREGNANCY

CREATING TVC TO

PROMOTE THAT CONDOM IS

MEANINGFUL

CREATING A VERY THIN

LAYER CONDOMCREATING A KITTY

CONDOM

Mission #3.1IDEATE IDEA AS MUCH AS

POSSIBLE

WITHIN 20 MINUTES

GROUPING

MISSION #3.2CHOOSE 1 IDEA THAT YOU

WANT TO DO MOST

WITHIN 15 MINUTES

EMPHATIZE

DEFINE

IDEATE

PROTOTYPE

TEST

PROTOTYPE & TEST

“Build to think and test to learn.”

“Testing is an opportunity to learnabout your solution and your user.”

FAIL FAST

FAIL CHEAP

LEARN RAPIDLY

PROTOTYPE & TEST : TEENAGE PREGNANCY

We chose the kitty condom, because we believe that kitty is cute and can

create meaning in condom, also we can make it thin to solve the excitement

problem. First, we put a kitty sticker on condom and go ask people how they

feel about this. They said that they love the kitty but they still think it is too thick.

We got back and screen the kitty on the condom. Now it is thinner and people

love it.

Mission #4PROTOTYPING

+ PREPARING PRESENTATION

WITHIN 40 MINUTES

PRESENTATION CONTENT#1

1. WHO IS YOUR TARGET?

2. WHAT IS THE PROBLEM?

3. WHAT DO YOU WANT TO DO?

WITHIN 3 MINUTES

FEEDBACK

I LIKE I WISH

PRESENTATION

EMPHATIZE

DEFINE

IDEATE

PROTOTYPE

TEST

DESIGN THINKING

UNDERSTANDING THE PROBLEM FINDING THE SOLUTION

USER-CENTRIC DESIGN

HUMAN WITH MIND AND HEART

HAVING THEIR OWN PERSONALITY

HAVING THEIR OWN LIFESTYLE

HAVING NEED THAT THEY DON’T KNOW

WHY?DESIGN THINKING

PERFECTIONTHAT’S THE MOST DISGUSTING WORD IN ENGLISH TONGUE

IF SOMETHING IS PERFECTTHEN THERE IS NOTHING LEFTTHERE IS NO ROOM FOR

IMAGINATIONOR PROGRESSIONWITHOUT BOTH, HUMAN CAN’T GO

FORWARD TO THE FUTURE AND THAT’S THE DOOM OF MANKIND

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