(5.1.1)--【第五章】第一节洞察的理解（12）.ppt

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1、多焦距探索创新的共振创新的需求洞察第五章chapter V如 果 你 问 你 的 顾 客 需 要 什 么，他 们 会 说 需 要 一 辆 更 快 的 马 车。If I had asked people what they wanted,they would have said faster horses.H e n r y F o r d【本章导读】Guide当我们可以和观察对象站在相同的立足点上，我们才能获得真正的创新需求。洞察则是我们进行了换位思考之后，获得用户内心想法关键之处，也是帮助创新团。From the same foothold as the object of observat

2、ion,we can obtain the actual requirements for innovation.洞察则是我们进行了换位思考之后，获得用户内心想法关键之处，也是帮助创新团（句子不完整）。第一节：洞察的理解Section I:to understand the concept of insight1在这个阶段最重要的是要有换位思考的心态，它能促使我们不再将人看作是实验用的白鼠或者标准偏差。我们通过换位思考建立起洞察的桥梁，换位思考是通过别人的眼睛来看世界，通过别人的经历来理解世界，通过别人的情绪来感知世界的一种努力。The most important thing at this

3、 stage is empathy,which makes us no longer to regard people as experimental mice or standard deviations.We build bridges of insight through empathy.Empathy is an effort to see the world through others eyes,understand the world through other peoples experiences,and perceive the world through other pe

4、oples emotions.【学习目标】Learning objectives理解洞察的涵义To understand the connotation of perception了解洞察对于创新研究的重要意义To understand the significance of perception for innovative research了解洞察的基本流程To understand the basic procedure of perception【能力目标】Ability objective同理他人的能力Ability to empathize【思政目标】Attribute objec

5、tives培育“和谐精神”社会主义核心价值观To cultivate the harmonious spirit core value of socialism树立以人为本的社会主义科学发展观To establish a human-centered socialistic scientific outlook on development【知识探究】knowledge exploration一、洞察的涵义 the connotation of insight洞察是创新活动的关键来源之一，通常它并非来自那些成堆的定量数据，因为这些数据只能精确测量我们已有的东西，为我们提供已经知道的东西。一个更

6、好的入手点是走进这个世界，去体察人们如何度过他们的每一天。Insight,which is one of the key sources of innovative activities,usually does not come from those piles of quantitative data,because those data can at most accurately measure what we already have,or provide us with what weve already known.A better starting point is to wa

7、lk into the real world and see how people spend their days.人们的实际行为能为我们提供宝贵的线索，帮助我们探查出那些未被满足的需求。创新的答案并不会藏在某个地方等待我们去发现，而是蕴藏在团队的创造性工作中。Peoples actual behavior can provide valuable clues to help us detect needs yet to be satisfied.The innovative answer would not hide somewhere waiting for us to discover

8、,but be involved in the creative work of the team.二、洞察对创新的意义the importance of insight for innovation洞察的目标是要让创新工作更明确、更聚焦。要达成对挑战主题和用户更深入的理解，在洞察阶段工作是非常必要的。在之前的观察阶段，创新者会尽可能的收集第一手大量的感性材料，接下来就应该更多地运用理性思维在纷繁的信息中提取价值，通过整理用户观察过程中收集到的大量信息，收敛研究的范围。The purpose of insight is to make innovative work more meaningf

9、ul and focused.To achieve a deeper understanding of the theme for challenge and users,it is necessary to work in the insight stage.In the previous observation stage,innovators will collect first-hand perceptual materials as much as possible,and then they should use more rational thinking to extract

10、value from the complex information by sorting out the bulging information and boiling down the scope research.这个环节中运用的工具常常能让我们摆脱浮泛的、表面化的见解，更聚焦问题的描述，并进一步确立创新的方向。The tools used at this stage often bring us out of extensive and superficial perception,help us focus more on the description of the problem

11、,and further establish the direction of innovation.三、洞察的流程 The procedure of insight（2）从纷繁的信息中提炼洞察。Boil down the complex information for the refined insights当我们回来向组员讲述访谈心得的时候，我们经常会说起那些有趣的、奇怪的、令人吃惊的、让我们感到无聊的东西，这些现象为什么会有如此有趣，奇怪、令人震惊、令人感到乏味呢？对这些问题的思考常常会将我们引向更深刻的发现，洞察不会自动呈现，需要运用智慧去深入发掘，这个部分也常常是初学者感到困难的地方

12、。When we share the interview experience with the team members,we likely to mention those interesting,strange,surprising,and even boring things.But why these issues are so mentionable?Because thinking on these issues often leads us to deeper discoveries.Insights will not turn up by themselves,and wis

13、dom is needed to dig them out.This stage is where beginners often find it difficult.（1）需要向团队的其他成员复述信息。Repeat the information to other members of the team.因为调研的过程中大家各有分工，访谈的用户各不相同，分享观察的收获，共享调研的信息，将成为下一步协同工作的基础。Because everyone has their own division of labor in the research process,and the interviewe

14、d users are different.Sharing the observations and the information is the groundwork for the next step of collaboration.（4）重构挑战。Reconstruct the challenges.为了在之后的创新环节有更明确的行动目标，要对每个项目开始时所提出的任务做进一步聚焦。新的问题描述既可以是从用户角度表达的要点聚焦，也可以从创新者角度表达新的挑战。在创新思维里二者是一致的，只是表述的出发点有不同侧重。In order to set action goals in the f

15、ollowing innovation stages,the tasks proposed at the beginning of each project need to be focused more precisely.New description of the problem can focus on the main points expressed from the users perspective,or new challenges proposed from the innovators perspective.In innovative thinking,the two

16、are the same,but the starting point of the expression has different focus points.（3）要开始着手整理归类信息、罗列用户需求。Sort out the information and list user needs.完成了信息回顾之后，在小组的讨论板上经常会有几十条，甚至上百条信息，应该以不同的标准对信息进行分类。在整理信息的同时应该找出用户的需求，这些需求可能由用户主动提出的，也可能是调研者在观察中发现的。After the information review,there are often dozens or

17、 even hundreds of messages on the discussion board,waiting to be classified according to different standards.While sorting out information,we should find out the needs of users.These needs may be proactively raised by users,or be discovered by investigators through observation.【思考涟漪】thinking ripples

18、在第二章设计思维的入门体验项目“设计一个理想的钱包”中，我们学习了如何理解和聚焦用户，在此期间我们多次重构了挑战。参与者最初接到的任务是设计一个理想的钱包，毫无疑问每个人都会基于自己的经验和想象，绘制完美钱包的草图，这是一种典型的、传统的从问题到解决方案的直觉是设计方法。而在创新思维中，我们希望超越传统，跳出直觉。In the introductory project of design thinking in Chapter 2,“Designing an Ideal Wallet”,we learned how to understand and focus on users.In tha

19、t project,we reconstructed the challenge many times.The initial task the participants received was to design an ideal wallet.There is no doubt that everyone will draw a sketch of the perfect wallet based on their own experience and imagination.This is a typical and traditional intuition design metho

20、d starting from problem to solution.In innovative thinking,we hope to transcend the tradition and jump out of the intuition.钱包项目中的问题重构 reconstruct the problems in the wallet project完成第一个环节之后，当老师告诉大家，我们要开始学习从人开始，以人为中心的设计思维创新方法，每个人要为自己的队友设计一个理想的钱包时，我们的创新设计挑战实际上已经被重新表述为“为Ta设计一个理想的钱包”。After finishing th

21、e first step,when the teacher told everyone that we should start to learn the innovative method and design thinking of starting from people and taking human as center and everyone needed to design an ideal wallet for teammates,our innovative design challenges are actually has been rephrased as“desig

22、ning an ideal wallet for him/her”.随着工作的深入，我们围绕钱包主题，连续对用户进行访谈，查看队友钱包里有些什么东西，观察他使用钱包的细节，通过倾听用户与钱包有关的故事，体会对方的情绪和情感。我们总结用户需求，提炼其背后的洞察，当我们在钱包工作坊的设计手册上写下一队友为主语的那一句话时，我们既是在表达用户要点聚焦，也是在重构进一步聚焦了的新的挑战。When the work went further,we continued to interview users around the theme of wallets,check the contents in

23、teammates wallet,observe the details of the wallets in use,and appreciate the emotions of the users by listening to their stories about the wallets.We summarize the needs of users and refine the insights behind them.When we write the sentence,with the subject of teammate,in the design manual of the

24、wallet workshop,we are not only expressing the users key points,but also reconstructing the new challenges that are more precisely focused.【创新行动】Innovative action/神秘包裹 mysterious package时间time参与人员participants工具tools30分钟30指导老师团队成员Instructorsgroupmembers含有20种物品的包裹、彩笔数、A4纸、用户旅程图工具表The package with 20 o

25、bjects,colorful pen,A4 paper,trip map and form.行动目的 Action purpose:在“神秘包裹”练习中，每个团队得到一个包裹，包裹里有二十多种物品，我们要完成两个任务。One package for each group,which contains more than 20 items.And we need to complete two tasks.行动步骤 Action steps:1.在熟悉了包裹内容之后,各组先将包裹里的物品分类。要求在限定的时间里必须找出尽可能多的分类方法，分类三次以上，之后大家交流自己团队每次分类所采用的标准。

26、After being familiar with the contents of the package,it is required to find as many classification methods for the contents as possible within a limited time,at least 3.And then,exchanges the standards used by their group for classification.2.我们尽可能地使用这些物品构建其背后的一个人，给Ta起个名字，估测Ta的年龄、收入、工作、兴趣爱好、日常打交道的人

27、、短期目标和长远的梦想等等。我们结合手上的物品绘制一份Ta的用户旅程地图，展示物品背后的这个人的特征，讲述Ta的一个故事。可以是Ta的一天、一段旅行、一次难忘的经历、一项服务的体验、一种产品的使用过程等等。虽然每个团队得到的物品基本相同，大家构建出的物品背后的那个人却是千姿百态的，各组讲的故事更是异彩纷呈。With use these items,we try to configure a person as much as possible,give him a name,estimate his age,income,job,hobbies,his/her acquaintances,sh

28、ort-term goals and long-term dreams,etc.,and draw a trip map for him/her with items in hand,showing the characteristics of the configured person,and tell a story about him/her.It can be a day,a trip,an unforgettable experience,a service experience,a use process of a product,and so on,of him/her.Alth

29、ough the items obtained by each team are basically the same,the person behind the items configured can be diverse,and the stories told by each group would bef even more colorful.【训练工具卡】Training tool cards/神秘包裹 the mysterious package分类2 category 2分类3 category 3分类1 category 1人物构建Person configuration第一节 洞察的理解本节内容到此结束