i.school, The University of Tokyo "Divergence, convergence, and expression of ideas"

1. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 1 1© UT i.school, All rights reserved

2. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 2 School for Innovation, i.school, The University of Tokyo

3. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 3 Format of this series 5 lectures 3 workshops ①  4/16 [FoundaAon and methodology in creaAng innovaAon] ②  4/23 [Understanding 1: The purposes and methods of interviews and ﬁeld work] ③  4/30 [Understanding 2: The purposes and methods of technological research and case studies] ④  5/7 [CreaAon: Divergence, convergence, and expression of ideas] ⑤  5/14 [RealizaAon: Methods of concept designing and user surveys] ⑥  6/3 [Workshop 1: Learn from everyday robots in the future] ⑦  6/10 [Workshop 2: Learn from services in India] ⑧  6/17 [Workshop 3: Learn from on-‐ campus services]

4. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 4 Goals of this series: Understand the enAre process of creating innovation Learn to provide a concept idea Understand the process of coming up with a concept idea

5. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 5 Guest facilitator Jun Murakoshi i.lab: Product Designer Master's degree from the Design and Science Course, Chiba University Graduate School of Engineering. Master's degree from Royal College of Art (RCA) Design Products in the U.K. Murakoshi was a specially appointed researcher at the Graduate School of Engineering at Chiba University and worked as a specially appointed associate professor at the Center for International Research and Education of the same university before joining i.lab. He has a number of award-winning works that are exhibited in Japan and Europe.

6. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 6 6 Objectives of the 4th class: ▶  Understand the processes and tips for coming up with ideas ▶  Make the ideas come much easier!

7. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 7 7 Review of the 3rd class

8. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 8 8 Objectives of the 3rd class: ▶  Understand the purposes, targets and methods of technology- centered research ▶  Turn everything surrounding you into hints for ideas right away

9. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 9 9 Questions received the 3rd class: ▶ Thank you for your participation! ▶ Shin and Yokota responded to all of the questions!

10. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 10 1 0© UT i.school, All rights reserved

12. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 12 Abstract Detailed Process Degree of Abstrac1on ① Collect miscellaneous factual information ③ Understand a situation structurally ④ Explore business opportunities ② Group and abstract factual information ⑥ Create ideas ⑦ Select an idea ⑨ Refine the idea ・・・・・・・・・・・・ ⑤ Establish a business opportunity ⑧ Put the idea into shape 0 1 Understand Create Realize

13. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 13 13 First of all, what are your tips for coming up with ideas? Post and share your ideas!

14. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 14 Society Market Human s Technolog y Idea Technology People I d e a m a k e r Idea (Product, service, experience) IDEA i.school's integrated approach

15. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 15 15 - Electrified wire glows The essence of creating ideas is to seek new links between existing knowledge on ends and existing knowledge on means. Means (Function, shape, mechanism) Ends (Provided value, challenge) - Light up a dark place

16. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 16 How your brain works when coming up with ideas: •  Brings in useful information •  Processes the information

17. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 17 Working memory (→ mainly processing functions) Types of memory: 1.  Short-term memory (→ storage) 2.  Long-term memory (→ storage) 3.  Working memory: plays an important role in processing information Long-term memory Short- term memory Retain Playback

18. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 18 Utilizing working memory •  If creating ideas means processing information to identify new relationships between existing pieces of information, we need to focus on existing information as raw material and pay attention to how you handle it. •  It is essential to consider what information goes into working memory for processing and how you can help in the processing. Working memory ① What? ② How?

19. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 19 Working memory Research is for preparing materials for working memory • Types of information include ① information on ends and ② information on means. • Access or organize these pieces of information in order to induce ideas for a domain that includes your intended ends or technologies for the means. Means (= technolo-‐ gies) Ends (=People)

20. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 20 I n d a i l y l i v i n g , w a l k i n g a i d s t r a n s f o r m f r o m w e l f a r e d e v i c e t o f a s h i o n a b l e i t e m . The multifaceted nature of walking aids prompted the popularizing of this device. Implication Walking sAcks and wheelchairs are oien considered to be mobility aids for the disabled and the elderly. Many elderly people aren't pleased with this associaAon when they use them. In Sugamo, you will notice a number of walking aids that don't really fit into that category. Multipurpose products like these have the potential to attract the younger senior population. Objective information You often see elderly people using walking aids on the Sugamo shopping street. Unlike typical welfare mobility aids like wheelchairs, sticks or walkers, there are a number of waking aids that also serve normal purposes or come with stylish designs. The lady in the photo was using this suitcase as her walking aid. While she does not seem to need a walking aid, she is obviously using this bag for that purpose.

21. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 21 Overview� Provided values (= ends)� Functions and shape that create the values (= means)� The "Roomba" is a house cleaning robot equipped with various sensors to detect room conditions. � ‣ The Roomba is a house-cleaning robot equipped with artificial intelligence. It detects the size and shape of the room as well as dirt and debris on the floor and cleans the area autonomously without human operation. ‣ It has numerous sensors to detect walls, bumps, and dirt to sense the condition of the room and clean the area efficiently. ‣ hjp://www.irobot-‐jp.com/roomba/technology.html ‣ Cleans the floor by itself ‣ Attracts affection like a pet ‣ Moves in all directions over a flat surface ‣ Sucks up air ‣ Detects dirt and makes adjustments ‣ Detects obstacles like walls and bumps and makes adjustments ‣ Makes an emotional sound when something goes wrong ‣ Controllable with a remote

22. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 22 Society Market Human s Technology Idea Technology People I d e a m a k e r Idea (Product, service, experience) IDEA Intentionally combine the knowledge you want to utilize

23. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 23 Divergence Convergence Individual work Group work Formula for the creation process • Divergence and convergence • From individual work to group work

24. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 24 Divergence Individual work Group work Why individual work before group work? • Group work should not depend on influential opinions or a quick thinker. • It motivates you to present all of your ideas and listen to those of others. • It allows for understanding of the features of your ideas and those of others in the big picture. (*Some say that you should begin with group work.) 1 0 m i n 5 0 m i n

25. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 25 25 ・・・ Work individually on ideas for supporting the elderly in going out. Post and share your ideas! (The end is defined here.)

28. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 28 It's difficult to know how individuals process their thinking in 10 mins. • Information on common ends and means are added to their working memory. • Yet, the way they process them in a 10 minute period varies significantly. Working memory Means (= techno-‐ logies) Ends (= people) IDEA How?

29. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 29 29 Murakoshi and Yokota are going to present their 10 mins of thinking. Listen well and notice similarities and differences with your process, and post what you thought.

30. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 30 Working memory Working memory Yokota 1: Seek ideas comprehensively and nonverbally. It's exploration rather than creation. 1.  I pick a card that got my attention from the "ends" side and simulate situations around it comprehensively and reconstruct people's behaviors and feelings. 2.  Once I find a good end (= value, challenge) that's both unique and essential, then I comprehensively seek means for it (= provision, solution) to some extent. 3.  If the idea is unique enough and worth writing down, which requires 30 seconds, I describe it verbally and write it down. Working memory Means (= techno-‐ logies) Ends (=People) Idea ★ ★ ★ ★ ★ ★ ★ ★ ★ ● ●

31. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 31 31 31 A B C A’ B’ C’ That Other than that D E ・ Yokota 2: When the thinking hits a wall, forcefully shift the thinking to another area •  By the time you come up with 3 ideas, you might be bored. •  Find commonality among them and put them together as "that." The ideas after that are defined as "other than that." •  For example, "that" can be ideas to encourage the elderly to go out and "other than that" can be ideas to provide the same effect of going out while staying at home. •  I try to come up with 5 ideas in 10 minutes.

32. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 32 Murakoshi 1: Come up with ideas → Write down (draw) → Forget •  I try to remember only the ends that inspired me most and mix that with means and hints. •  I don't evaluate them as I want to leave the divergence phase independent from the rest. •  I write down or draw ideas that I came up with so that I can remove them from my working memory. •  While I'm thinking, I focus on the image I have in my head and write it down. Working memory Means (= techno-‐ logies) Ends (=People) × ＾o＾ ´ -‐ ` ＾o＾ ´ -‐ `

33. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 33 Murakoshi 2: When I get stuck, I move the idea up and down and left to right. •  I try to change the essential part of the ideas I came up with. Image of shifting to the right. (Outdoor → Indoor / Ocean → Ground) (bottom left) •  Abstract it and then actualize it. Lift it up and bring it down. You need to understand where you stand. (Umbrella → create a loose border → hedge, line white line) (image on the bottom right) A B C D

34. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 34 34 What are some common tips? ①  Have a ground for creating ideas (standpoint) ②  Refresh thoughts when necessary (place/ action） ③  Write down or draw ideas *These are put together in real time.

36. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 36 Expression style ①： Prepare a piece of letter size paper, and include the title, a rough drawing and a description. Don't forget to include the source of the idea and your name so that you can trace it back later. Title Drawing Description InformaAon on ends and means Name

37. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 37 Image of the deliverable: Include the title, a rough drawing and a description. Don't forget to include the source of the idea!

40. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 40 Convergence Group work Meaning of convergence ① Limit the number ② Refine the quality *This process is actually repeated several times. ① Limit the number ② Refine the quality

41. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 41 Convergence ①: On what grounds do you limit the number? A. Novelty: - Does the idea use a method that you have never seen or heard of? - Does the idea offer new elements of values or experiences for customers? - Does that include an original perspective that is currently controversial? B. Impact: - Is the expected market or sales large or growing enough for your company's standard? - Is the qualitative change of lifestyles and values brought about by the idea important or great? C. Feasibility: - Is the expected condition of society or market relevant? - Is the logic relevant enough to describe the impression, intention and demand of the expected customer? - Is it feasible to ensure and develop resources (technologies, people, capital, intellectual property, etc.) to put the idea into shape?

42. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 42 Convergence ② ：On what grounds do you refine the quality? •  Don't get distracted by less important ideas (branches and leaves) but try to identify the "trunk" idea among the selected ideas. You can talk about the branches and leaves later. •  Naturally, finding a potential "trunk" is not easy. It requires fierce discussion, which is also a meaningful process. Feature C Feature A Feature B Idea

43. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 43 Expression style ②: •  Use lejer size paper divided into two parts (top and bottom). •  Include voting results and comments on the "trunk" for sophistication. •  You can scan this and save it digitally. Title Drawing Description InformaAon on ends and means Name ・・・・・・・・・・・・

44. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 44 Abstract Detailed Process Degree of Abstraction ① Collect miscellaneous factual information ③ Understand a situation structurally ④ Explore business opportunities ② Group and abstract factual information ⑥ Create ideas ⑦ Select an idea ⑨ Refine the idea ・・・・・・・・・・・・ ⑤ Establish a business opportunity ⑧ Put the idea into shape 0 1 Understand Create Realize

46. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 46 46 Recommended readings for knowledge seekers

47. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 47 47 This is a classic on coming up with ideas. It's a thin book. 1 hour is enough to finish this book. 5 steps: 1.  Collect materials 2.  Try structural organization 3.  Leave problems 4.  Come up with ideas 5.  Put the ideas into shape A Technique for Producing Ideas (James W. Young)

48. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 48 48 This is a collection of photos of plants. The author was an art professor that specialized in sculpture and originally collected the photos as study material. - Transform your perspective maybe - Beautiful things are right by your side - How to reinforce your ability to discover, build images and create Unformen der Kunst (Artforms in Nature) (Karl Blossfeldt)

49. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 49 49 Q&A

51. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 51 Abstract Detailed Process Degree of Abstraction ① Collect miscellaneous factual information ③ Understand a situation structurally ④ Explore business opportunities ② Group and abstract factual information ⑥ Create ideas ⑦ Select an idea ⑨ Refine the idea ・・・・・・・・・・・・ ⑤ Establish a business opportunity ⑧ Put the idea into shape 0 1 Understand Create Realize

52. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 52 52 ・・・ Bring the idea down to earth

53. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 53 53 ・・・ Prototyping

54. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 54 54 User survey

55. 2014 i.school All Rights Reserved. This material shall be the sole and exclusive property of i.school at The University of Tokyo and shall not be used for any other purpose nor disclosed to any other party without i.school’s written consent. 55 55 Thank you!

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