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Bank of America organized a long trip in the US to figure out the habits of these mothers. They discover that they often round up their financial transactions for speed and convenience, giving 6$ when their sandwich costs 5.70. So they came up with a solution: they created a service which rounds up purchases with their debit card to the nearest dollar and transfers the difference into their saving accounts. Do not change the existing habits but make women save their money and create business value.
IDEO worked with the US National Campaign to Prevent Teen and Unplanned Pregnancy (Non-Profit Organization) to tackle the problem of unplanned and teenage pregnancy in the United States. Unplanned pregnancy is a huge problem, especially among unmarried women aged 18-29 coming from all ethnic and socio-economic backgrounds. The difficulty and expense of obtaining prescription birth control, along with conflicting sexual health education systems create problems for women to practice safe-sex. Through ethnographic research and prototype testing, they created “Bedsider,” a muti-touchpoint and sex-positive birth control support system. Through a website, Bedsider offers comprehensive education about birth control methods, reminder services for doctors appointments and taking birth control pills, as well as personal stories and other entertaining and educational content.
What is Design Thinking? (Tim Brown, 2008)
Tim Brown (2008)
Robert McKim & Rolf Faste (Stanford)
Jeremy Gutsche, Tim Brown