1. Reviewing the Human Centered Design (HCD) toolkit by IDEO.org

2. A global research project on the impact of social entrepreneurship
and human centered design on poverty reduction
WHAT IS “AM I A DESIGNER?”

3. WHAT?
From November 2012 until April 2013 we We want to know what we should teach our
(Jeroen & Boukje) are traveling the world to students or share with our clients to make
spend some time on five continents in order them the changemakers of the future and we
to: (a) visit entrepreneurial and design related felt that we couldn’t learn this from books. We
projects that claim to contribute to poverty will ask questions, meet people, take pictures,
reduction and ask them what their recipe's write blogs, start discussions, collaborate on
are; (b) ask people around the world real projects from both foreign and local
(professionals, end-users etc.) about their NGOs, enterprises and universities and
opinions on design, entrepreneurship in hopefully also have some time to relax and
relationship to poverty and start a discussion; enjoy all the beautiful landscapes & people we
(c) use the collected data and our own insights are hoping to see/meet.
to evaluate and possible improve the most
used Human Centered Design toolkit If you want to know more about our trip and
worldwide: the HCD toolkit from Ideo.org (d) our goals visit: www.amiadesigner.com
possibly even contribute a little bit to poverty
reduction ourselves by sharing our own
knowledge through workshops, advice, design, This slide set will focus on the outcomes of the
business development etc. evaluation of the HCD toolkit by Ideo.org

4. Boukje Vastbinder Jeroen Spoelstra
#AMIADESIGNER

5. WHO?
Boukje Vastbinder (30) is both co- owner of Jeroen Spoelstra (35) is a passionate lecturer
Enyini and lecturer sustainable entrepreneur- in design and applied creativity at the
ship at the Delft University of Technology. Amsterdam University of Applied Sciences. He
Boukje is convinced that, through entrepre- finds his inspiration out of his other passions
neurship and collaboration, social initiatives mountain biking, surfing and traveling. He uses
can improve people’s lives on the long term sports, traveling and being outside to get
and she would like to contribute to this inspired and give inspirational lectures and
transition as an entrepreneur, researcher, workshops. Design to him has shifted from
lecturer and human! making desirable products to creating mea-
ningful and real solutions that can make a
Is she an entrepreneur? That depends on your difference.
definition of entrepreneurship.
Is he a designer? That depends on your
Linkedin:http://nl.linkedin.com/pub/boukje- definition of design.
vastbinder/20/890/140
Linkedin:http://www.linkedin.com/pub/jeroen
-spoelstra/8/b05/3a1

6. Our current definitions of design and entrepreneurship:
DESIGN:
THE PROCESS OF CREATING
SOMETHING NEW
ENTREPRENEURSHIP:
CREATING VALUE BY COMBINING
OPPERTUNITIES WITH STRENGHTS

7. Slide met tools invoegen
Human Centered Design Business Model Canvas Customer Journey
Toolkit by IDEO.org by A.Osterwalder by M.Stickdorn

8. REVIEWING THE HCD TOOLKIT

9. Research on use & Adaptations & proto- What is next?
appliance of the types of process & suggestions,
HCD Toolkit by tools during the questions &
target group stops of our journey reflections
OUR OWN HCD PROCESS

11. Remark: We also included the HCDconnect website in our analyses but
we focused on the book/ pdf of the HCD toolkit
HEAR

12. WE SPOKE TO MORE THEN 60 CURRENT OR
POTENTIAL USERS OF THE HCD PROCESS

13. ONLY 1 PERSON WE SPOKE TO, USES
LITERALLY THE TOOLS IN THE TOOLKIT

15. - After reading this I thought: Is there
any other way to design then this?
- It legitimized what we already did
& believed in!
- This could change the world!
- Great that this is available for free:
thank you!
POSITIVE REFLECTIONS ON TOOLKIT

16. - Teachers & students
- New projects (within NGOs)
- Problem owners
- IDEO.org fellows/ employees
- Existing NGOs that have an interest in
HCD
- Product designers
- Sustainable/ social entrepreneurs
NEGATIVE REFLECTIONS ON
TOOLKIT PER TARGET GROUPS

17. These target groups
- Teachers & students used the steps within
- New projects (within NGOs) the book
- Problem owners
- IDEO.org fellows/ employees
- Existing NGOs that have an interest in
HCD
- Product designers
- Sustainable/ social entrepreneurs
NEGATIVE REFLECTIONS ON
TOOLKIT PER TARGET GROUPS

18. - Teachers & students
- New projects (within NGOs)
- Problem owners
- IDEO.org fellows/ employees
These target groups didn’t
- Existing NGOs that have an interest in used the steps within the
HCD book (but do consider
- Product designers themselves HCD)
- Sustainable/ social entrepreneurs
NEGATIVE REFLECTIONS ON
TOOLKIT PER TARGET GROUPS

19. These target groups
- Teachers & students used the steps within
- New projects (within NGOs) the book
- Problem owners
- IDEO.org fellows/ employees
- Existing NGOs that have an interest in
HCD
- Product designers
- Sustainable/ social entrepreneurs
NEGATIVE REFLECTIONS ON
TOOLKIT PER TARGET GROUPS

20. - Sequence of the steps is sometimes
Illogical
- Where is Design Thinking?
- The book/ pdf is very static
- Language
TEACHERS

21. - Difficult words
- Overwhelming
- When do you use which tools?
- Are some tools really tools?
STUDENTS

22. - Is this even mend for us?
- What if you have bad or no internet?
- Language & difficult words
PROBLEM OWNERS

23. - ?
- ?
- What is your feedback on the
(use of the) HCD Toolkit?
IDEO.ORG FELLOWS/ EMPLOYEES

24. - Teachers & students
- New projects (within NGOs)
- Problem owners
- IDEO.org fellows/ employees
These target groups didn’t
- Existing NGOs that have an interest in used the steps within the
HCD book (but do consider
- Product designers themselves HCD)
- Sustainable/ social entrepreneurs
NEGATIVE REFLECTIONS ON
TOOLKIT PER TARGET GROUPS

25. - It takes us to much time
- How can we adapt this to our needs?
- It is hard/ difficult/ time consuming
to translate the whole book in
the language/ culture we work in
NGOS

26. - We miss some product design tools
- Diverging – converging?
- Design thinking attitude
PRODUCT DESIGNERS

27. - Where is the entrepreneurship?
- Where is the sustainability?
- Is this not just a way to justify an old
fashioned NGO approach?
- It takes to long to find out if
something is really viable in the HCD
process (Lean)
SUSTAINABLE/ SOCIAL
ENTREPRENEURS

28. - What was the main target group you
had in mind when you designed the
HCDtoolkit and platform?
- Do you know in which categories the
70.000 downloaders and 13.000
HCDconnect users belong?
OUR QUESTIONS TO IDEO.ORG

30. At every location we used the feedback
gathered to come up with different
improvement options for the HCD toolkit.
In the end we came up with 16
improvement options (which weren't all
compatible with each other).
Depending on the project we selected
one or several of these improvement
options and worked them out/ proto-
typed them within the project.
WE USED THE VISITED PROJECTS TO
IDEATE & PROTOTYPE OUR
IMPROVEMENTS

31. 0% OF THE ORGANIZATIONS WE
VISITED WAS 100% HCD

32. FIRST DESTINATIONS:

33. KENYA – CYCLING OUT OF POVERTY

34. TANZANIA – WORLD OF WEAVING

35. ZANZIBAR – ZENJI TREASURES

36. What did we come up with?
- Designing with, within or by the
target group
- Diverge & Converge
- Adding entrepreneurship tools like
the Businnes Model Canvas
KENYA, TANZANIA & ZANZIBAR

37. This movie was shot during our
collaboration with the World Of
Weaving (WOW) project in Tanzania
and reflects on the following
questions:
- whether you can transfer design
skills to everyone,
- whether you would even want this
- and what sort of design skills:
product design or project design?
MOVIE WOW
HTTP://VIMEO.COM/56763716

39. The product designer
The entrepreneur
WHERE DOES THE CREATE PHASE END? WHAT
DOES THIS MEAN FOR THE DELIVER PHASE?

40. HOW TO INCORPORATE A DIVERGING AND A
CONVERGING STEP IN EVERY PHASE?

42. HOW MANY ITERATIONS DO YOU
MINIMALLY NEED?

43. ADDING ENTREPRENEURSHIP TOOLS
LIKE THE BUSINESS MODEL CANVAS

44. NEXT DESTINATION:

45. INDONESIA – MASARANG

46. WILLIE SMITS

47. ITM UNIVERSITY - TOMOHON

48. What did we come up with?
- Lean HCD process
(Master thesis Maria Isabel Oschery)
- A tool for facilitation
- Design Thinking is the attitude
- Human Centered Design is the proces
- Language
INDONESIA

49. WE DEVELOPED THE HCD CANVASSES
AS A FACILITATION TOOL

50. The first drafts of the HCD canvasses
were prototyped during a HCD course
we gave at the Institute Technologi
Minahasa (ITM) in Indonesia covering
4 full days.
MOVIE ITM
HTTP://VIMEO.COM/59137121

51. DESIGN THINKING ATTITUDE VERSUS
HUMAN CENTERED DESIGN PROCESS

52. NEXT DESTINATION:

53. SYDNEY – SOCIAL-INNOVATION-SYDNEY

54. ADELAIDE – HACKHAM WEST CC

55. What did we come up with?
- Who is your target group? Elderly, poor
youngsters? Does it matter?
- What is the future of HCD & DT in
design education?
- Gathering feedback, feedback,
feedback!
AUSTRALIA

56. BIG PUBLIC LECTURE IN SYDNEY

57. GATHERING FEEDBACK THROUGH THE HCD
CONNECT WEBSITE AND OUR OWN BLOG

58. NEXT DESTINATION:

59. PERU – UPC - LIMA

60. PERU – AASD - CALCA

61. WORKING WITH ANTHROPOLOGISTS

62. What did we come up with?
- Sequence & tools revising
- When do you use what?
- HCD& Education
- Funding & HCD process
PERU

64. REVISING SEQUENCE STEPS AND TOOLS:

65. REVISING SEQUENCE STEPS AND TOOLS:
- Are all the tools even tools?
- Are all the steps even steps?
- Distinguishing between process (blue), tools (red) and
attitude (green)
- Incorporating diverging and converging steps in every phase
- Including 3/4 iterations
- Adding entrepreneurial tools and product design tools
- Tune HCD toolkit with HCD canvasses

66. WHERE IN THE HCD PROCESS DO YOU
ASK FOR FUNDING?

67. This movie was shot during our
collaboration with the Andean Alliance
for Sustainable Development (AASD) in
Peru and reflects on the following
questions:
- when do you ask for funding within
a HCD process?
- what does that mean for the HCD
toolkit?
- and what does that mean for the
HCD website& funding options?
MOVIE AASD
HTTP://VIMEO.COM/62952376

68. MORE DISTINCTION BETWEEN THE
GUIDEBOOK, SEPARATE TOOLS, THE
CANVASSES AND THE HCD WEBSITE

69. - Theory
- Process
- Attitude (Design Thinking)
- Examples
- Troubleshooting
- Suitable as syllabus
GUIDEBOOK

70. - Practical tools
- Addaptable to context
- Upload in different languages
- Slow internet proof
TOOLCARDS

71. - Guide
- Safety net
- Education tool
- Planning
HCD CANVASSES

72. - Contact with users
- Reflection
- Visability
- Movies
- Marketing
- Funding
- Providing access to toolcards, canvasses
and guidebook
HCD CONNECT

73. - Why is the content of the guidebook, pdf
and online tools different?
- Are you the only one funding HCD
projects through the website?
OUR QUESTIONS FOR IDEO.ORG

75. NEXT DESTINATION:

76. WHERE WE COLLABORATE WITH
IDEO.ORG

77. - Universities in Indonesia & Peru want
to use the HCD canvasses and are
developing HCD & DT courses
- NGOs a social enterprises want out help
to implement the HCD process
- We are going to use our experience
& output in our own work back in the NL
WHAT IS NEXT FOR US?

78. - We will keep on blogging about these
subjects
- We’re presenting our findings in
different locations (public lectures in
San Francisco, Amsterdam etc.)
- We need to figure out if
“AmIaDesigner?’ will be more then a
blog in the future. Maybe an education
program?
WHAT IS NEXT FOR US?

79. - Wich improvement options would work
for you?
- How do we continue?
- Method-day : input and output
WHAT IS NEXT FOR IDEO.ORG?

80. - Adapt guidebook
- Develop examples of different uses
of the toolkit (scenario’s)
- Develop theory on process & attitude
- Add new examples
- Categorize the tools (concrete – abstract)
- Research > publication(s)
- Adapt HCD Connect website
- Consider alternative funding schemes
- Prototyping the adaptations
- Alerting the press when it is all finished
OUR SUGGESTIONS - LONG TERM

81. - Adapt tool cards:
- Make them independent from each other
- Use less difficult words
- Use less cultural dependent images
- Make them all 1 A4
- Add ‘upload tool in other language’ option
to the website
- Add H,C,D canvasses to the website
(or we can do that on our website and you
can link to them?)
- Make choises in consistant terminolgy
(for example: is it a ‘tool’ or a ‘method’?)
OUR SUGGESTIONS - SHORT TERM

82. - Choosing (converge)
- Entrepreneurship
- What is Delivering?
- Interpretation
- Design by the problem owner
- How long should every step/ method
take?
- Which methods fit which targetgroup?
Analyst vs Creator, Teacher vs Student,
Designer vs Entrepreneur
INPUT FOR METHOD-DAY:
REFLECTIONS ON METHODS

84. THERE IS A TOOL FOR EVERYONE IN
EVERY PHASE OF THE PROCESS

85. - Who was our own client? Ourselves, the
projects but not really IDEO.org?
- Human Centered Design vs Research
- We would have loved more time to test
HCD assumptions and tools – maybe in
the nearby future?
REFLECTIONS ON OUR RESEARCH