[MUSIC] Hi everyone. This is Yoon Jung Jin, and this is second class of the Stanford design thinking and I think I'll start up. For this second class, we are going to study more about the Stanford design thinking. And also I'm going to introduce about the lean startup concept, then how to combine the Stanford design thinking and lean startup in the next class. In this class, we are going to more focus on the Stanford design thinking and lean startup. So this is course navigation for the chapter 2. So Stanford design thinking in section 1, and we'll start from the Stanford human centered design thinking concept. And from there, I'm going to emphasize on empathy, yeah. So what is the empathy in the Stanford design thinking, which is the essential part of the design thinking. And after that I'm going to introduce about the lean startup and then why startup fails. And then end up with the hybrid design thinking, which combine the Stanford human centered design thinking and the lean startup together. Okay, let's start the Stanford design thinking. So as I introduced in the last class, so Stanford design thinking is a problem solving framework, which was developed from the Stanford d.school design framework, d.school and Stanford d.school design framework. Which enables to prototype what customer truly want in product, so through empathy and iterative test. So this is the Stanford design thinking. So let me remind the previous lecture. So this is the whole concept of the human centered design thinking, starting from the empathize, define, ideation, prototype and test, the five steps of the human centered design thinking. While you do that, again, because this course cured in Stanford design thinking and lean startup, we want to do the startup right in the future or whatever, and to the startup, what you going to do. You need to make a service or product, right, how to make a service or how to make a product. That's why I bring this methodology to have a more, when you develop some product or service, and if I have some methodology, then it will be better or much easier or much efficient to have a better product. So this is why we study about design thinking process, yeah. So this design thinking is all about making the product what the customer really want to have. That's why I'm introducing this human centered design thinking process. So starting from empathize, right? So through this empathize, we try to understand customers, their needs, right. Empathize means what? I really feel what other people are feeling, yeah. That's very difficult actually, because the human being tends to think our own experience, our own learning experience, feeling stuff, right? It's very difficult to mapping my feeling and my thought, my experience to the other people's, right? That's the only some, few can do that, right. No more people, really difficult to do that. However to understand, to figure out customer problem, real problem, we need to be like a customer, right. That's the process of empathize and we all know that that's very difficult process. So that's why a lot of effort, 80% or more effort, will be needed to empathize the customer side. So I can say in the human centered design thinking process, most difficult part is what? Empathize. Not only this process in our life, also most difficult part is empathize, understand other people think, other people's situation, for example, even we talk with our wife or our friend. For example, our family, we even cannot understand my mother and my father or my son and daughter's thoughts, all different, right. So it's very, even family, we really cannot truly understand our family member's thinking. Then what about the customer? Yeah, customer, it's more difficult to understand customers, what they think what they really feel, what they really want, right. To have really, really impactful in some product is that you need to bring your brain into the other people, customer. That's the first starting point and most important part when you try to do business and start up. So that's why I again, bring out this and keep emphasizing this empathize, right? So after this empathize, you will find a lot of problem from the, let's assume we successfully empathize other peoples. And there is a bunch of problem comes out and from the define process, we need to define among those bunch of the problems from the customer, what is the really critical problem? We need to define that. And then once we define those critical problems and based on that we try to solve the method and design the something product, right. That's the process of the ideation, ideate. In the ideate process, to solve the customer's real problem, we'll have a bunch of ideas, right, a lot of concept design. Can make a phone this shape, the other phone like that, right? And then by considering our resource and a lot of other consideration. We just learned together about design evaluation, right design for x. If we consider the environment or reliability or manufacturing feasibility, then a lot of ideal candidate will be disappeared. And then we choose certain number of ideation to make real product from the prototype. And once we finish prototype, you will have some product, right, and then bring that product to the market. How to bring the product to market? We can bring that to your customer. That's the best case, but these days we have a lot of platform can test our product to the customer, such as cloud funding like that, right. For example, Kickstarter or Indiego or We The People, a lot of crowdfunding platform, you can bring your prototype product to the market to test or to get some feedback from the customer, yeah. So this stage, after emphasize those define, ideation, prototype, test, there's a lot of fantastic platforms, yeah. So after test, once you get the feedback from the customer, you go back to the empathize again. And then you can improve your second version with the help of the customers criticize or suggestion or whatever feedback, right, the iteration process. One version, the other version, third version like that, so your product will improve, will evolve to serve the customer real needs more like that. You can easily think about iPhone and Galaxy version up 1, 2, 3, 4, 5, like that, yeah. So those are the human centered design thinking, okay. So I keep emphasize that the first step, empathize is most important, right, so let me look into those part first. So empathy is the things when you can feel what other person is feeling exactly, that's the empathy. So empathy is the foundation of human centered design process. And then why we need empathy? Yeah, because by empathize, by empathizing other people, customer, we really can understand their real problem, right. So that's the starting point to do the startup. So let me introduce the one famous example of the empathizing [INAUDIBLE]. So this is Pattie Moore. Patty More is a industrial designer and he is the mother of the Universal design. And Universal design is that kind of developing product for the whatever, regardless of the ages and some whatever disables and try to design the structure or the environment and service. And so the Design for all, yeah. Design for normal people, design for all the people like that, so Design for all. This is Universal design. So Pattie Moore, who is the mother of Universal design, when he was in 20s, he change her serve older people, everybody, 70s, 80s. He put some structure to bend her backbone and also knees and like that. The reason why he tried to do that is that he understand his grandmother getting old. And dexterity goes down a lot, very difficult to peel out those potatoes and whatever. And then a lot of things her grandmother cannot do. So he think there's a lot of difficulties in the city life, older people cannot do. So she, herself, disguise or change shapesm try to live like, decide to live like older people for three years. So after living like older people for three years, he found that there are a lot of things in the cities not designed for the older people. So after that, he try to design some buildings and the city structures much familiar to the older people. So this is one of the very good example of the empathize, empathy. So in this case, there is three major activity for empathize. In this case, Pattie Moore did the immerse case. So to empathize, we need to have three steps. First is the immerse, second is observe and third is engage. Immerse is most difficult part and spend a lot of time and effort, like Pattie Moore. So immerse means experience what your customer experience, live like that. For example, if you want to develop something, new product for the camping people, then you live like camping people, like that. Or if you want to develop something, product for the homeless, then you leave like homeless like that. Yeah, so that's the immerse. Or if you want, for example, if you want to develop something, new product in the Africa, then you go there and live like African people. Yeah, that's the immerse stage. So immerse is most difficult part, but most effective part to understand other people's needs. These days, it's very popular in Korea live one month outside of Korea, Indonesia or someplace, Malaysia and Thailand. That's also kind of we can immerse ourselves. We immerse ourself to those environment and live like local people like that. And from there, we really know what's the things feeling, other people's feelings, that's the immerse. Second is observe, so to figure out the human customers problem, the view of the users and their behavior in context of their life. The reason why this is important is that normally, customer, they rarely know what they really want to know, want to serve, because human being is very smart. So whatever there is something small like difficulties, they just tell so easily. For example, if I need to bring three cups of coffee, then I can use my two hand and then put my cup on the mouth like that. It is actually uncomfortable but people very easily solve that problem. I need three cups that I can bring, or four cups, maybe there is another way like this, right. Put the two cups in the hand and also put the one cup in my mouth, five cups like that. So people normally, cannot feel like this is uncomfortable like that. However, when other people look at the customer, the other people can find the user's real problem. For example, this is so stupid. Why you bring those coffee cups, hot cups in there like that, looks very uncomfortable, also looks very dangerous. So maybe they can invent some carrier like that, right? So that's one of the example. Or another example is that maybe when you develop some toothbrush for the for the child. And then they, actually this is one presentation from the idea some people there. And then they develop some toothbrush for the young people, they found that normally elder people, they used toothbrush with this describe. But the key is they grab like this, so don't need to change the body, is very small size. So that's also another observation found. So the observation is very strong tool to find out the user's needs, which normally user ignore. So observation is very important, too. So if you are very good observer, for example, if you like to observe other people just sit on some coffee shop and other people then, you have some potential to find out the customer needs very easily. And third one is engage, so interact with the customer, interview customer and and short intercept encounters. So the engage is also very important process. We call this empathy interview, yeah. So when you do the empathy interview, before the interview, kind of try to get a lot of information. But empathy interview is different. Empathy interview is that you just find the one niche market your customer and you can spend whole day like that. And try to understand what the customer really want and like that. So more focused on the quality not quantity, before the interview is for the quantity. But the same for design thinking, interview is for quality. Don't need to have a lot of case. Rather than that, it's better to have a long time to be with the customer. Then you can find really what the customer want. Those the empathy interview. So those three again, in the first stage of this design thinking, I say is empathy. To empathy, there is three different way to do. First is immerse and second is observe and third is engage. So immerse is live like other people. Live some two to three years like old people like Pattie Moore. And observe, observation customer, and the last one is empathy interview, okay. So this is the process of empathize, and methodology, how to understand the customer real needs. Thank you very much.
