ENTR CHP 6

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.

Interviews should have open-ended questions. Which of the following represents an open-ended question?

What concerns would you have in using this product?

The starting point of design thinking is which of the following?

What do people need?

What is the best description of divergent thinking?

You expand your perspective to generate as many ideas as possible.

"How might we create a glue that is flexible?" 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

Under the dimensions of observation, what is meant by event?

a set of related activities that people carry out

What is an empathy map?

a tool that helps you collate and integrate your observations to discover new insights

What is the best description of convergent thinking?

a way of identifying which ideas have the best chance of success

In the acronym AEIOU, what does A stand for?

activities

A small and diverse group meets to brainstorm ways that they can raise money for a new theater group. In what type of thinking is the group engaged?

divergent thinking

In order to discover how to improve his teaching techniques, Professor Kaine observes his students as they explore their online learning site, noting what resources are used and how they interact with one another as they study. He asks questions that explore the reasoning behind their approaches. What phase of the design process is professor Kaine using?

empathy

The act of knowing what people want, how they behave, what they think, and how they feel is referred to by which of the following terms?

empathy

What is the biggest obstacle to design thinking?

fear of failure

What are the three criteria for a successful idea in design thinking?

feasibility, viability, desirability

Generating and developing new ideas based on observations gained during the inspiration process is called which of the following?

ideation

When looking at the example of Shimano, the idea of a coasting bicycle was produced in which stage of the design-thinking process?

ideation

During this phase of design thinking, ideas generated through the ideation process are transformed into concrete actions.

implementation phase

According to IDEO's brainstorming rules, how many ideas should be generated in a successful brainstorming session?

up to 100 ideas in a period of 60 minutes

Under the dimensions of observation, what is meant by goal?

what the person is trying to accomplish

The concept of design thinking aligns with many of the facets of the practice of entrepreneurship.

T

The empathy map can spot contradictions and certain tensions which can spark a whole host of interesting insight.

T

What is the "golden rule" of interviewing?

Actively listen to the other person.

What method was used by IDEO to investigate the patient experience in the emergency room?

An IDEO employee went undercover, filming the experience in the emergency room.

Which of the following would NOT be considered a requirement in IDEO's brainstorming?

Eliminate ideas that would not work.

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 the appropriate next step?

Explore why he hates debit cards.

In the peel-the-onion approach to interviewing, the interviewer begins with the core root of the problem, then explores solutions.

F

Observation is simply looking or talking to other people.

F

The ability to observe cannot be improved with techniques or practice.

F

The best way to discover latent needs is to interview people.

F

The purpose of a design interview is to gain validation of a design concept.

F

What might have been the design challenge in IDEO's design of Shimano's bicycle?

How can we create a simple bike for adults?

When the CEO of IDEO, Tim Brown, says, "How Might We?" what is the significance of how?

How implies that a solution exists and needs to be unearthed.

Why is it important to spend time developing the design challenge statement?

How you word the statement will guide the entire design process.

Why is it important to consider only one idea at a time during a brainstorming session?

It is more likely to build on an idea and make a creative leap.

How does IDEO look at the design thinking process?

It occurs in overlapping phases.

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 will work.

After an interview, it is a good idea to write down additional observations and insights from body language and tone of voice.

T

Brainstorming requires that no idea be criticized until all ideas have been expressed.

T

Ideation teams consist of a diverse, multidisciplined group of people, most of whom have some business or marketing experience.

T

Which of the following would indicate that a person is actively listening?

The interviewer reflects back or paraphrases what the person just said.

What would be the insight if the 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 goals of serving the family what they like.

What is the difference between the IDEO method of design thinking and that of the Stanford Design School?

There is no essential difference as the both implement the same design thinking.

When IDEO studied Chicago's commuters for the Ford Company, what did they learn about the commuters?

There were three distinct groups of commuters with different needs.

In what way did IDEO study the needs of the nurses and patients at Kaiser?

They shadowed nurses, sought feedback, and made observations.

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.

Which of the following elements of design thinking aligns with the practice of entrepreneurship?

all of these

Insight might best be described as which of the following?

an interesting, non-obvious piece of observation information that drives opportunities

An insight is ______.

an interpretation of an observation that provides new understanding

In the "Entrepreneurship in Action" case study, what was the method that Haupt and Alstin used to gather information about adults' current attitudes toward helmets?

anonymous questionnaires

In the "Entrepreneurship in Action" case study, Haupt and Alstin began their design process by doing which of the following?

by finding out why the conventional product was not used

In the "Entrepreneurship in Action" case study, once Haupt and Alstin knew the reasons why people did not use helmets, what additional information did they gather?

information about bicycle accidents

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

Needs we have but don't know we have them are called ______.

latent needs

Design thinking uses this term to refer to human emotions and desires.

needs

Closely monitoring the behavior and activities of users in their own environment is called which of the following?

observation

According to the description of Haupt and Alstin's process, what source did they enlist to design the new safety product?

professional cyclists

What should be included as an introduction to an interview?

the intentions and purpose of the interview

In the AEIOU model, what is meant by Interactions?

the nature of exchange between the person and something or someone else

In the AEIOU model, what is meant by users?

the people whose needs and behaviors are being observed

Under the dimensions of observation, what is meant by space?

the physical place or places in which the behavior is performed

Under the dimensions of observation, what is meant by object?

the physical things that are present at the time of the behavior

In design thinking, what is meant by inspiration?

the problem or opportunity that starts the search for a solution

How are ideas tested in the implementation stage?

through low-cost prototypes