Thre presentation was under discussion for exercises of Role Playing, Empathy mapping, Mind mapping, observations using ethnography, case studies where empathy fails during a 2-day FDP on Design Engineering at GIDC Degree Engineering College, Abrama-Navsari on 18/10/2016.

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ROLE PLAYING, MIND MAPPING, OBSERVATION
TECHNIQUES, ETHNOGRAPHIC TOOLS, CASE
STUDIES, EMPATHY MAPPING, INTERVIEWS
Prof. Bhasker Vijaykumar Bhatt
Assistant Professor in Civil Engg.
Sarvajanik College of Engg. & Tech.,
Surat
SESSION - II

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WEEK 02 OF DE 1 A
Creating a balloon tower – Team building exercise
(Students of Batch 2015 @ CED, SCET)

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WEEK 03 OF DE 1 A
Design in nature – Bio-mimicry (Students of Batch 2015 @ CED, SCET)

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WEEK 04 OF DE 1A
 Analysis of data – Mind mapping

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OBSERVATIONS It helps identification

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PHASE - I
OBSERVATIONS
towards Evaluation of Idea
PHASE - I

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THE LEMON LESSON
One day, ask students to bring one lemon each.
PART - 1
Once lemon are there, tell students to write 10 properties of
the lemon that they are having e.g. size, shape, texture, color,
any markings and so on. Allow them to draw a sketch of their
lemon as well. NO CUTS/MARKINGS.
Gather lemons from them in group, ask them to identify their
own lemon from bunch of lemons using their writing.
PART - 2
Once done, gather all lemons back.
Switch the writings among themselves and ask to find the
lemon using the writing of their classmates…!
https://www.nsta.org/elementaryschool/connections/200802MinogueConnection.pd
f

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THE LEMON LESSON
PART - 3
Once students have done, ask them to get their list of observations back so that they can work on
the following questions.
1. In Part I, how did you make your OBSERVATIONS? What did you do to gather the information
that you recorded? (Be specific).
2. What instruments did you use to extend your senses?
3. In Part II, were you able to find your partner’s lemon? Explain why or why not. What was it
about your partner’s OBSERVATIONS that made the lemon hard or easy to find? (Be specific).
4. Suppose you had to explain why OBSERVATIONS are so important in science to a younger
student. What would you say?
https://www.nsta.org/elementaryschool/connections/200802MinogueConnection.pd
f

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DE
Approach
Decision makers find it difficult
to come up with novel ideas
Users find it difficult to
accurately describe their
preferences
Decision makers find it difficult
to predict users’ preferences
WHY???
Source: The frequent failure of traditional market research methodologies to accurately predict users’ preferences are well documented
(Elliott & Elliott-Jenkel, 2003)
Imagine Observe
Iterative &
up to an
extent,
endless

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IMAGINATION FAILS…
Its tendency to fill in and leave out without telling us… and the
features and consequences we fail to consider are often quite
important…
Its tendency to project the present onto the future.
Its failure to recognize that things will look different once they
happen.
Source: Gilbert, D. 2006. Stumbling on Happiness. New York: Alfred Knopf.

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DE
Approach
Decision makers find it difficult
to come up with novel ideas
Users find it difficult to
accurately describe their
preferences
Decision makers find it difficult
to predict users’ preferences
Source: The frequent failure of traditional market research methodologies to accurately predict users’ preferences are well documented
(Elliott & Elliott-Jenkel, 2003)
Iterate Observe
Iterative &
up to an
extent,
endless

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HOW TO??
We follow – AEIOU Framework
(developed by Ethnohub)
Activities
Environments
Interactions
Objects
Users
The AEIOU framework was originated in 1991 at Doblin by Rick Robinson, Ilya Prokopoff, John Cain, and Julie Pokorny. Its aim was to help analyze Ethnomethodology data
and Conversation analysis with MECE categories.
(Source: http://help.ethnohub.com/guide/aeiou-framework)
A
activity
User
Experience
E
environm
ent
I
interactio
n
O
objects
U
users

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HOW TO? - PROCESS
Materials are gathered via ethnographic methods:
 Notes
 Photos
 Videos
 Interviews
 Field observations
And so on…

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HOW TO? - PROCESS
During field observation, use the AEIOU framework as a lens to
observe the surrounding environment.
Once done, do brainstorming among members
What – Why – How – When – Where
Observation again and again…!

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HOW TO? - PROCESS
Record observations under the appropriate headings.
Notebook / Record book / Tables for observation
Questionnaire – answer summary

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HOW TO? - PROCESS
Supplement direct observations with photos or video tape when
appropriate.
Video clips / Animations /Audio record clips
Photographs / Sketches in field

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HOW TO? - PROCESS
Review and cluster observations to disseminate higher-level
themes and patterns.
 Identifying impacting and important Findings (Clues)
 Review the set of clues
Looking forward to resolve through engineering means.

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HOW TO? - PROCESS
Distribution of work responsibility
Initial brainstorming
Identification – General Impressions

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OBSERVATION RECORDING SHEETS
(PAPER SIZE A3)
Following set of record sheets are to be kept with students for
recording and documentation on field during Ethnographic
observations.
It basically, will contain:
OBSERVATIONS by means of…
Notes, Photographs, sketches, interview and such…
(As applicable in a case under study)

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OBSERVATION RECORD SHEETS
These are of 5 types.
Each type may be in varying numbers depending on the case
under research.
More numbers of these observation records will ensure sincerity in
the work as well as make sure of Novelty in the project.

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ACTIVITIES
These are goal-directed sets of actions—
paths towards things people want to
accomplish.
What are the modes people work in, and the
specific activities and processes they go through?

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ACTIVITIES
Someone (User) is involved…
- How?
- What actually is going on?
- Why it is going on?
- How it is going on?
- What is involved?

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ACTIVITIES
General impressions / Observations
Elements, Features and Special Notes
Sketch/ Photo –
Summary of activities
GROUP ID: ________________________
PROJECT ON: ______________________
DATE: _____________________________
SHEET NO. _________

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ENVIRONMENTS
It include the entire arena where activities take place.
What is the character and function of the space overall, of
each individual's spaces, and of shared spaces?

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ENVIRONMENTS – THE SURROUNDINGS…
- Where (Activity) is happening?
- What are circumstances?
- Time effects, any?
- Seasonal effects, any?
- Person effects, any?
- Operational effects, any?
Why variations
Or
What versions
What governs…?

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ENVIRONMENT
General impressions / Observations
(Style, materials & atmosphere)
Elements, Features and Special Notes
Floor plan
Scene
GROUP ID: ________________________
PROJECT ON: ______________________
DATE: _____________________________
SHEET NO. _________

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INTERACTIONS
These are between a person and someone or something
else; they are the building blocks of activities.
What is the nature of routine and special interactions
between people; between people and objects in their
environment, and across distances?

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INTERACTIONS
- Who are involved? Why? How?
- What (users) are holding/ operating/ using…
Human Extensions
- How the contacts are in action?
- Action vs. Reaction…

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INTERACTIONS
General impressions / Observations
(Who is interacting with whom, what?)
Elements, Features and Special Notes
Scene of interaction
(How it is being done)
GROUP ID: ________________________
PROJECT ON: ______________________
DATE: _____________________________
SHEET NO. _________

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OBJECTS
These are building blocks of the environment, key elements
sometimes put to complex or unintended uses (thus
changing their function, meaning and context).
What are the objects and devices people have in their
environments and how do they relate to their activities?

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OBJECTS
General impressions / Observations
(How components are involved?)
Elements, Features and Special Notes
(How objects are relating to the activities?)
Inventory of Key Objects
(Prepare a list here of ‘THE
THINGS’ involved)
GROUP ID: ________________________
PROJECT ON: ______________________
DATE: _____________________________
SHEET NO. _________

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USERS
Users are the people whose behaviours,
preferences, and needs are being observed.
Who is there? What are their roles and
relationships? What are their values and prejudices?

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USERS
General impressions of people
(Who is present? Roles & responsibilities?)
Inventory of people
(List of identified people involved)
Scene of users in context
GROUP ID: ________________________
PROJECT ON: ______________________
DATE: _____________________________
SHEET NO. _________

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Not visible
well…
USE BOLD
PEN
WRITE IN
CAPITAL
LETTERS
No
Sentences

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ROLE PLAY It drives imagination

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DE-1A CONTENT
In Design Engineering – 1A, student will select very basic and
small, individual or team project irrespective of their
branch.
A basic project would give good understanding of Design
Thinking process.

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HOW TO?
This project would be from very general
topic/domain like designing something for
yourself/parents/Teacher/Friends.

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EMPATHY MAPPING

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EMPATHY
It can do magic…!
Let’s watch a
video…
What it is all
about…

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EMPATHY MAPPING
Friday, October 21, 2016 FDP - WORKSHOP ON DESIGN ENGINEERING, GTUINNOVATION COUNCIL 48

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EMPATHY MAPPING
Friday, October 21, 2016 FDP - WORKSHOP ON DESIGN ENGINEERING, GTUINNOVATION COUNCIL 49

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EMPATHY MAPPING
Friday, October 21, 2016 FDP - WORKSHOP ON DESIGN ENGINEERING, GTUINNOVATION COUNCIL 50
DuringFDPsatGTU

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EMPATHY MAPPING
Friday, October 21, 2016 FDP - WORKSHOP ON DESIGN ENGINEERING, GTUINNOVATION COUNCIL 51
DuringFDPsatGTU

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DuringFDPsatGTU

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DuringFDPsatGTU

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DuringFDPsatGTU

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CASE STUDY 1 TOYOTA

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TOYOTA
Toyota Industries has started as automatic loom manufacturer in 1926
In 1933 Toyota motors has been founded from the Toyota Industries
In 1967 Regenerative breaking was discover by American Motors (Mechanical
Flywheel)
From 1968 Toyota had started R&D for the Hybrid Car.

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TOYOTA PRIUS

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IDEATION
Flywheel
+
Electric Generator
=
Hybrid Regenerative Breaking

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PRODUCT DEVELOPMENT

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EMPATHY MAPPING

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CASE STUDY 2 Tata Nano

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TATA NANO
Empathy Mapping
 Budget
 Seating arrangement
 Appearance

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Ideation
Challenges
1. Counter balance of Small car
2. Safety
3. Small car with big space & storage
4. Economical Ride
5. Cost Cutting

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PRODUCT DEVELOPMENT
Back Side Engine
Only 3 Bolt to
hold Wheel

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PRODUCT DEVELOPMENT
Revalidation
 Engine CC has been Increased
 Extra Shaft design for engine
 Wheel position Change to Edge of body
 Duct For the cooling of Engine

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SUCCESS OF DESIGN

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REASONS GOT FAILED
Not available in promised prize
Small compare to other cars
Safety Myths
Sound of Engine
Power of Engine
Empathy also got failed

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MIND MAPPING

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