Hostname: page-component-cd9895bd7-8ctnn Total loading time: 0 Render date: 2024-12-26T16:47:02.991Z Has data issue: false hasContentIssue false
  • English
  • Français

NEEDFINDING PRACTICE: ENHANCING STUDENTS' PROBLEM FRAMING SKILLS THROUGH ITERATIVE OBSERVATION FOR BUSINESS INNOVATION

Published online by Cambridge University Press:  19 June 2023

Seoyoung Kim ,
Sohyeong Kim  and
Jeamin Koo
Seoyoung Kim*
Affiliation:
Stanford Center at the Incheon Global Campus, Stanford University;
Sohyeong Kim
Affiliation:
Stanford University;
Jeamin Koo
Affiliation:
Korea Advanced Institute of Science & Technology (KAIST)
*
Kim, Seoyoung, Stanford Center at the Incheon Global Campus, Stanford University Korea, Republic of (South Korea), jennsy@stanford.edu

Abstract

Core share and HTML view are not available for this content. However, as you have access to this content, a full PDF is available via the ‘Save PDF’ action button.

The ambidextrous balance of combining quantitative and qualitative approach is crucial to achieve business innovation in our ever-changing society. While exploring the early stages of a problem space, profound and iterative observations of human behaviors allow designers to discover unusual insights and users’ needs. In this regard, the purpose of this study is to introduce the Needfinding Practice course at KAIST and emphasize the importance of observational research to frame new business opportunities. Main learning goal of this course is to expand the problem finding phase for enhancing students’ creativity and divergent thinking abilities. In this study, we have conducted a literature review on needfinding through observation and how the early stage of design thinking process is related to understanding users deeply. By presenting students’ field research projects, we highlighted the process of identifying unexpected latent needs to gain qualitative data for future business implications.

Keywords

EducationDesign methodologyHuman behaviour in designProblem framingIterative observation
Type
Article
Information
Proceedings of the Design Society , Volume 3: ICED23 , July 2023 , pp. 2775 - 2784
Creative Commons
Creative Common License - CCCreative Common License - BYCreative Common License - NCCreative Common License - ND
This is an Open Access article, distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives licence (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is unaltered and is properly cited. The written permission of Cambridge University Press must be obtained for commercial re-use or in order to create a derivative work.
Copyright
The Author(s), 2023. Published by Cambridge University Press

References

Arnold, J. E. and Clancey, W. J. (2016), Creative Engineering Promoting Innovation by Thinking Differently, Stanford University, CA, USA.Google Scholar
Auernhammer, J. and Roth, B. (2020), “The Origin and Evolution of Stanford University's Design Thinking: From Product Design to Design Thinking in Innovation Management”, Journal of Product Innovation Management, Vol. 38, pp. 623–644. https://doi.org/10.1111/jpim.12594.CrossRefGoogle Scholar
Brown, T. (2008), “Design Thinking”, Harvard Business Review, Vol. 86 No. 6, pp. 84–92.Google ScholarPubMed
Council, Design. (2007), 11 Lessons: A Study of the Design Process (Methodology Report). [online] Available at: https://www.designcouncil.org.uk/our-work/skills-learning/resources/11-lessons-managing-design-global-brands/. Accessed on 1 September 2022.Google Scholar
Douven, I. (2011/May 2021), Abduction. [online] Stanford Encyclopedia of Philosophy. Available at: https://plato.stanford.edu/entries/abduction/peirce.html. Accessed on 29 November 2022.Google Scholar
Eklund, A.R., Aguiar, U.N., and Amacker, A. (2022), “Design Thinking as Sensemaking: Developing a Pragmatist Theory of Practice to (re)introduce Sensibility”, Journal of Product Innovation Management, Vol. 39, pp. 24–43. https://doi.org/10.1111/jpim.12604.CrossRefGoogle Scholar
EthnoHub. (2017), AEIOU Framework. [online] Available at: https://help.ethnohub.com/guide/aeiou-framework. Accessed on 27 November 2022.Google Scholar
Faste, R. A. (1972), “The Role of Visualization in Creative Behavior”, Journal of Engineering Education, Vol. 63, pp. 124–146.Google Scholar
Faste, R. A. (1981), “Seeing It Different Ways: The Role of Perception in Design”, Industrial Designers Society of America, IDSA Papers, VA, USA, pp. 83–86.Google Scholar
Faste, R. A. (1987), “Perceiving Needs”, SAE Future Transportation Technology Conference and Exposition, USA, 1 August 1987, SAE International, pp. 1–8. https://doi.org/10.4271/871534.CrossRefGoogle Scholar
Faste, R. A. (1992), “Thinking All Over The Brain”, The National Teaching & Learning Forum, Vol. 1 No. 4, pp. 6–8.Google Scholar
Garbuio, M. and Nidthida, L. (2020), “Innovative Idea Generation in Problem Finding: Abductive reasoning, cognitive impediments, and the promise of artificial intelligence”, Journal of Product Innovation Management, Vol. 38, pp. 701–725. https://doi.org/10.1111/jpim.12602.CrossRefGoogle Scholar
Grant, A. (2016), Originals: How Non-Conformists Move the World, Viking, NY, USA.Google Scholar
Guilford, J. P. (1950), “Creativity”, American Psychologist, Vol. 5 No. 9, pp. 444–454.CrossRefGoogle ScholarPubMed
IDEO. (2013), Design Thinking for Educators (Toolkit 2nd Ed.). [online] Available at: https://www.ideo.com/post/design-thinking-for-educators. Accessed on 12 December 2020.Google Scholar
Kelley, T. & Kelley, K. (2013), Creative Confidence: Unleashing the Creative Potential Within Us All, William Collins, London, UK.Google Scholar
Klein, G. (2013), Seeing What Others Don't: The Remarkable Ways We Gain Insights, PublicAffairs, NY, USA.Google Scholar
Latzko-Toth, G., Bonneau, C., and Millette, M. (2017), “Small Data, Thick Data: Thickening Strategies for Trace-based Social Media Research”, In: Sloan, L. and Quan-Haase, A. (Ed.), The SAGE Handbook of Social Media Research Methods, SAGE Publications Ltd., London, UK, pp. 199–214.Google Scholar
Martin, R. (2009), The Design of Business: Why Design Thinking is the Next Competitive Advantage, Harvard Business Review Press, MA, USA.Google Scholar
Patnaik, D. and Becker, R. (1999), “Needfinding: The Why and How of Uncovering People's Needs”, Design Management Journal, pp. 37–43.Google Scholar
Peirce, C. S. (1878), “How to Make Our Ideas Clear”, Popular Science Monthly, pp. 286–302.Google Scholar
Stanford d.school. (2010), Design Thinking Bootcamp Bootleg (The Bootcamp Bootleg). [online] Available at: https://dschool.stanford.edu/resources/the-bootcamp-bootleg. Accessed on 25 October 2022.Google Scholar
Syed, M. (2019), Rebel Ideas: The Power of Thinking Differently, John Murray, London, UK.Google Scholar
Tuomala, E.-K.S.E. and Baxter, W.L. (2019), “Design for Empathy: A Co-Design Case Study with the Finnish Parliament”, 22nd International Conference on Engineering Design (ICED19), Delft, The Netherlands, 5-8 August 2019, Cambridge University Press, Online, pp. 99–108. https://doi.org/10.1017/dsi.2019.13.CrossRefGoogle Scholar
Tversky, B. and Chou, J.Y. (2011), “Creativity: Depth and Breadth”, In: Taura, T. and Nagai, Y. (Ed.) Design Creativity 2010, Springer, London, UK, pp. 209–214. https://doi.org/10.1007/978-0-85729-224-7_27.CrossRefGoogle Scholar
Underhill, P. (1999), Why We Buy: The Science of Shopping, Simon & Schuster Paperbacks, NY, USA.Google Scholar
Verganti, R., Dell'Era, C., and Swan, K. S. (2021), “Design Thinking: Critical Analysis and Future Evolution”, Journal of Product Innovation Management, Vol. 38, pp. 603–622. https://doi.org/10.1111/jpim.12610.CrossRefGoogle Scholar