Scenario Design Process by Hsien-Hui TANG

情境故事法操作過程

SCENARIO DESIGN PROCESS

agenda §  What we are going to do today §  Previous Case

Scenario Design Process

For Day One Introducing the Scenario Approach and its potentials Macro Forces X 3 + Top 10 (4 posters) Key Idea Generation + 1 poster (at least 5 product ideas 4 positive 1 negative) Target User Scenario Design Process

Macro Forces I §  Social – market culture, life

style, political atmosphere §  Economic – purchasing power, consumer factor §  Technical – new technology for the market, material, your specialty §  Brainstorming top 10 Scenario Design Process

How to predict the trend §  Using set theory

Current Product

Product opportunity gaps

Anticipatory design

§  It is Hard to predict

Scenario Design Process

Examples of set §  911 ú  Bad for international aviation &

tourism ú  Good for domestic travel, mine safety appliance mask, nB sneakers (patriotism)

§  Red zone robot ú  Bad bankrupt, chernobyl + three

mile island ú  Sewer repair (1200~2000 millions) Scenario Design Process

Ready to work §  SET factor - Discuss one topic §  §

§  §  §

at a time brainstorm Use markers to write down BIG letters in the post-it for people to see & discuss Overlapping is okay Group similar ideas Prepare your company name and 6 minutes presentation

Scenario Design Process

Macro Forces brainstorm

Scenario Design Process

Macro Forces poster

Scenario Design Process

IMPORTANT FORCES §  Knowledge EconoMY PS2 vs PS2

game §  The world is flat §  2005 世界是平的 - 把握這個趨勢，在 21世紀才有競爭力 The

World is Flat 作者：佛里曼/著原文作者：Thomas Friedman 譯者：楊振富‧潘勛出版社：雅言文化出版日期：2005 年11月23日 §  The World Is Flat: A Brief History of the Twenty-first Century 作者：Friedman, Thomas L. 出版社：Farrar Straus & Giroux 出版日期：2007年08月07日

Scenario Design Process

Key Idea Generation •  Using the 30 issues to

develop 8 product ideas •  Discuss and vote for

the best from the 8 product ideas •  TOP 8 Product Ideas

should include 5 positive + 3 negative •  Some details could be

added to the ideas. •  Please mark the

relationships to the original macro FORCES •  Text and graphics are

both fine Scenario Design Process

Basic function and needs Brainstorm the functions and needs of the primary idea of your company

Scenario Design Process

Target User Think about the representative users of the target product Using 5W1H to render the target users, the character, problem, and needs will be more clear Include CRITICAL ISSUES and KEY IDEAS

Scenario Design Process

Target User II ă&#x20AC;&#x201A;

Scenario Design Process

Scenario Brainstorming I Using scenario brainstorming sketches (情境腦力激盪圖) to develop details about the relationships between user and product and additional functions Example: the shopping process and related CI & KI of TAO(陶美惠)

Scenario Design Process

Scenario brainstorming II

Scenario Design Process

銀髮族生活型態與生活需求調查 §  實地觀察 §  SET/ 生理心理 / 實地觀察 ◊ 銀髮族生

活型態 (一般與台灣) ◊ 生活需求 §  Why Our Product Is Needed?

Scenario Design Process

For Day two & Three Scenario & Situation 人/事/時/地/物－狀況腦力激盪

Character Mapping 代表族群角色選樣 Scenario Story Board 情境故事板 Scenario Design Process

Situation Brainstorming Using 5w1H to thank about Event Situation & Flow Chart Try to generate a serial process of an event Group work/ one user per participants

Scenario Design Process

Character Mapping Except the representative user, please generate other target users to think about the range of user characters Group work/ one user per participants

Scenario Design Process

銀髮族生活型態與生活需求調查 §  SET/ 生理心理 / 實地觀察 à◊銀髮族

生活型態 (一般與台灣) à 生活需求 à Why Our Product Is Needed? §  Character Mapping §  實地觀察 Report §  Storyboard X 3

Storyboard I §  Each slot of flow chart could be a storyboard §  Please generate 10 storyboards where we can see

event sketches, and related CI & KI §  PLEASE USE PHOTOS OF REAL PEOPLE

Scenario Design Process

Storyboard II § All the

storyboards of the targets users together could help us to think about the details and different dimensions of the idea § Different storyboards verify the necessary of the idea as well.

Scenario Design Process

For the final day 關鍵議題與設計訴求課題 (Critical Issue & Key Theme) 設計訴求及概念發展 (Key Theme & Concept Development) 概念構想整合+ 構想提案規劃 (Concept Drawing + Concept Synthesis) (Presentation)

提案發表 5mins VIDEOS Scenario Design Process

Critical issue & Key theme All group members discuss their critical issues and key ideas.

Scenario Design Process

Final top 10 themes § Using the

storyboards to synthesize the final top 10 themes (設計訴求) § Each theme

could include KI, design concept, and its illustrations of.

Scenario Design Process

Concept Synthesis (概念構想整合) Using the top 10 themes to propose a solid design concept Writing up the Scenarios for presentation Present the Scenario

Scenario Design Process

活動結束但概念持續發展

PROCESS ENDS BUT THE CONCEPT LASTS