IDEO’s Human-Centered Design
& The Fun Theory
1.0 Inspiration
Bottom line: When finished with this step, you will have identified a behavior that could be improved to make a better world and will understand the goal/wish/challenge for which it will seek a solution.
Explore behaviors that you would like to improve. Focus on behaviors of family, friends, co-workers, or other similar groups vs. working with the general public.
For example: Changing the behavior of library patrons or children on a playground may not be accessible for everyone on the team. However, changing someone’s behavior related to doing the laundry is likely something that most people could work with.
Diverge
Brainstorm ideas of behaviors that could be improved to make a better world. A variety of idea-generation ("creativity") techniques can be used. Ideas are freely proposed without criticism or evaluation, for each of the problem definitions accepted in the second stage.
Generate as many ideas as you can for solving the challenge. Remember that quantity yields quality. Create at least 20 ideas! Tools you can use*:
SCAMPER
Lotus blossom
Organized random search
Picture stimulation
Superheroes (aka Napoleon Technique)
Personal analogies
Assumption reversal
Examine it with the senses
Experience kit
* Refer to the “Divergent Thinking Techniques IDEO HCD Project” for descriptions and step-by-step instructions for each of these techniques.
Converge
Review and sort through your list of ideas in the table above and select the one most promising/intriguing behavior that could be improved. Use the discussion space to decide. It will expand to accommodate all your notes.
What is the behavior you are trying to improve?
Caution: Don’t make it too broad, nor too narrow.
It should allow for a variety of solutions. That is, the answer should not be immediately obvious or evident.
What is the impact you want to have by improving this behavior? How will it make a better world?
Diverge
Quickly generate at least 5 possible solutions in a few minutes using the table below. If you generate more than 5, click “Tab” from the last cell to create a new cell.
You do not have to keep or use any ideas generated at this stage. This is a “test” to ensure your challenge statement is not too narrow nor too broad. If you cannot come up with at least 5 ideas quickly, that is a good indication you need to reframe your challenge.
Quickly generate at least 5 possible constraints, or barriers, in a few minutes using the table below. If you generate more than 5, click “Tab” from the last cell to create a new cell.
After considering possible solutions and constraints, reevaluate your challenge question. Write your revised (or same if no changes) impact statement in the space below. (It will expand to create as much space as you need.)
1.1 Inspiration
Research and learn about your challenge. Don’t assume you know what people are actually doing (or not doing) and why. Decide who will do what kind of research.
Conduct observations and take notes of people doing/not doing the behavior.
Talk to people who do/don’t do the behavior and ask why. Always be sensitive to their feelings and get permission to ask them questions.
Prepare questions in advance so no matter who asks, you will always be asking the same things. Be prepared though to ask follow-up questions (“What did you mean when you said . . ? “).
Just like with brainstorming, don’t edit what people say. Report it as it is said.
Ask them what would be a fun way to get the better behavior out of them.
Ask them what sure-fire way would prevent them from doing the better behavior.
Research the Internet and traditional publications to learn about the behavior and the benefits of changing it.
Use the Michael Michalko strategy of “thinking like a genius” by forming relationships by making connections between dissimilar subjects.
Think of at least 5 ways your challenge is related to something else.
For example, in the Fun Theory “Bottle Bank” video, the idea of putting something into a bin could be seen as being related to inserting money into a bank, entering a haunted house, or hitting a goal like basketball or a bullseye.
What new insights does this generate for your challenge?
Therefore, my final Challenge Question & Impact Statements are . . .
They may very well have evolved and changed by now. If so, write your new statements here. If not, repeat the existing ones here.
