CH4
In the participant-as-observer approach, researcher is known by the participants and considered a friend or colleague. T/F
T
In the AEIOU model, what does I stand for?
interactions
In the acronym AEIOU, what does A stand for?
activities
What is the golden rule of interviewing?
Actively listen to the other person.
______ is a toolkit for an entrepreneur to solve complex problems for people.
Design thinking
You are interviewing someone about a new concept in debit cards. The interviewee immediately tells you that he hates debit cards and never uses them. What would be your appropriate next step?
Explore why he hates debit cards.
Steve Jobs was very good at identifying customers' ______.
latent needs
What is the best description of convergent thinking?
a way of identifying which ideas have the most potential
What is a way to increase your powers of observation?
change your personal routines
An empathy map is a tool that helps you ______.
collate and integrate your interview data to discover new insights
How does the text define inspiration?
the development of a design challenge and deeper understanding of users
In the context of design thinking, what is meant by inspiration?
the problem or opportunity that triggers the search for a solution
How are ideas tested in the implementation stage?
through rapid prototyping
IDEO interviewed rather than observed nurses to determine how they worked. T/F
F
IDEO's phases of design thinking are inspiration, ideation, implementation, and instruction. T/F
F
In the inspiration phase, observation is an interpretation of a realization that provides a new understanding of human behavior. T/F
F
In the peel-the-onion approach to interviewing, the interviewer begins with the core root of the problem and then explores solutions. T/F
F
Rise Science used IDEO to help develop a sleep training system. T/F
F
The AEIOU framework is most commonly used for laboratory-based research. T/F
F
The Google Design Sprint method breaks completely away from the Stanford Design School and IDEO methodologies. T/F
F
The ability to observe cannot be improved with techniques or practice. T/F
F
The best way to discover latent needs is to interview people. T/F
F
When interviewing a person, parroting should always be avoided. T/F
F
What best describes the design challenge in IDEO's design of Lufthansa plane seats?
How can we create a more comfortable seat for business travelers?
When the CEO of IDEO, Tim Brown, says, "How Might We?," what is the significance of how?
How implies that there is a solution that only needs to be discovered.
What company states "thinking like a designer can transform the ways organizations develop products, services, process, and strategy"?
IDEO
How does IDEO look at the design-thinking process?
It occurs in overlapping phases.
What is the "peeling the onion" method of interviewing?
Keep asking "why" questions until you understand the core root of the problem.
When the CEO of IDEO, Tim Brown, says "How Might We?," what is the significance of might?
Might invites people to suggest ideas without wondering if they are viable.
In the context of design thinking, what term is used to refer to human emotions and desires?
Needs
After an interview, it is a good idea to write down additional observations and insights from body language and tone of voice. T/F
T
An empathy map can spot contradictions and certain tensions which can spark a whole host of interesting insight. T/F
T
Brainstorming requires that no idea be criticized until all ideas have been expressed. T/F
T
Design thinkers welcome constraints and see them as opportunities to identify innovation solutions. T/F
T
Design thinking is a tool for entrepreneurs. T/F
T
In the observer-as-participant approach, the observer must maintain a neutral stance. T/F
T
MIT students created the AGNES suit so students could better empathize with older people. T/F
T
Swedish students realized that while people may have said they did not wear bicycle helmets because of safety-related reasons, the moment of insight came when they realized that the actual reason was because the helmets were unattractive. T/F
T
The Standard Design School five phases of design thinking are empathy, define, ideate, prototype, and test. T/F
T
The concept of design thinking aligns with many of the facets of The Practice of Entrepreneurship. T/F
T
The human approach ethos is based not simply on thinking about what people need but on exploring their behavior, asking them what they are thinking, and empathizing with them. T/F
T
When IDEO was asked to redesign the Los Angeles voting system, the key to success was to use empathy to understand the subtleties of the act of voting. T/F
T
You will likely have more success when approach strangers to interview if you ask specifically for "2 minutes of their time." T/F
T
The main purpose of the implementation phase is to do which of the following?
Test assumptions of new ideas to shape them into viable opportunities.
Desirability in design thinking refers to which of the following concepts?
The idea gives people something they need.
Which of the following would indicate that an interviewer is actively listening?
The interviewer reflects back or paraphrases what the person just said.
What would be the insight if an empathy map revealed that someone said he enjoyed being a vegetarian, but sighed and said that he had trouble making food so that the family would not miss meat?
There is a conflict between his enjoyment and the goal of serving the family what they like.
Why is design thinking important as an entrepreneurial skill?
Today's businesses are faced with complex challenges with no easy answers
When the CEO of IDEO, Tim Brown, says "How Might We?," what is the significance of We?
We encourages collaboration.
Interviews should have open-ended questions. Which of the following is an open-ended question?
What concerns would you have in using this product?
The starting point of human-centered design thinking is which of the following?
What do people need?
According to the authors of Designing for Growth, what question encourages you to imagine all of the possibilities without regard to the reality of the ideas?
What if?
According to the authors of Designing for Growth, what question focuses on making decisions about what the customer really wants?
What wows?
Why is it important to support "wild ideas" during brainstorming sessions?
Wild ideas can often give rise to creative leaps.
What is the best description of divergent thinking?
You expand your perspective to generate as many ideas as possible.
"How might we redesign how adults learn online?" is an example of which of the following?
a design challenge
Drew notices that her electric cables and cords are unsightly and could cause someone to trip. She asks, "How might these wires be secured differently?" This question is known as which of the following?
a design challenge
Insight might best be described as which of the following?
an interpretation of observation information that drives opportunities
In the context of design thinking, what kind of thinking allows us to move from openness to understanding, from abstract to concrete, and from what is to what can be?
convergent
A small and diverse group meets to brainstorm ways they can raise money for a new theater group and establishes no suggestions are off-limits. In what type of thinking is the group engaged?
divergent
In the design-thinking process, generating and developing new ideas based on observations gained during the inspiration process is called ______.
ideation
When IDEO assisted Rise Science, they collaborated to ______.
identify opportunities for change
During what phase of design thinking are ideas generated through the ideation process are transformed into concrete actions?
implementation
Janelle notices that a consumer rubs a piece of candle over the outer edge of a can before replacing the lid. She asks the customer to explain why he does that. The answer to the question will provide Janelle with which of the following?
insight into consumer behavior
Recognizing patterns generates ______ that let entrepreneurs see everyday objects in new light.
insights
To develop empathy, design thinkers make use of what two primary tools?
interviewing and observation
Needs we have but don't know we have are called ______ needs.
latent
In the inspiration phase, closely monitoring the behavior and activities of users in their own environment is called ______.
observation
An entrepreneur is known to participants but maintains a neutral stance. What type of observation technique is used?
observer as a participant
According to the textbook, what type of observation is used with inner-city cultures?
participant as observer
Being a keen observer requires ______.
practice
The text defines design thinking as a process used to ______.
solve complex problems and navigate uncertain environments
In addition to understanding how people do things, empathy helps you understand ______.
why people do things
Empathy helps us understand how people do things but not why they do them. T/F
F
In what way did IDEO study the needs for a medical device manufacturer that wanted to design a new device for nurses to enter data before a surgical procedure?
They observed nurses.
Rosario is passionate about design thinking. She was approached to design an automatic door system that would shield nursing home residents from extreme weather as they travel between facility buildings. As part of her process, she talked to residents about what was important to them, interviewed staff, and observed the ways the current doors were used in order to better meet the needs of the people actually using the doors. This shows that Rosario possesses what essential skill for design thinkers?
empathy
Design thinking applies to ______.
everyone, regardless of experience level
What is one of the biggest obstacles to design thinking?
fear of failure
What concept in design thinking is described by the question "what can be possibly achieved in the near future?"
feasibility
What are the three criteria for a successful idea in design thinking?
feasibility, viability, desirability
What concept in design thinking is described by the question "how sustainable is the idea in the long term?"
viability
