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lec0929v3_ed - <> ,Seoul,S.Korea Lecture 5 2009 9 29 M.Yun...

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1 IE 597b – Human Centered Product Design < Joint Lecture via Satellite > w Seoul National University, Seoul, S. Korea M. Yun  Lecture 5, 2009. 9. 29.
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2 Building a case though Storytelling Good Design = Good Communicating 80% of design is communicating Communicating with Users Communicating with other/different designers Communicating with Market Sensors (it can be either People or Data) Designer Encode Message Receiver Decodes Message Potential Noise and Distortion Return Message encode and sent Channel
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3 STOKKE
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4 Story, Metaphor, Symbol Storytelling  provides fast understanding of complex situation Provides guidance on action and provokes action Provides the force for change Metaphors have strong and persistence impact on organization and  its people (GE= local grocery store) Symbolism  people  decode  intentions  through  non-verbal  communication, action, and behavior Informal communication:  more interaction than formal, authoritative channel, provides more direct and humane communication
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5 Famous Cases from the text and other sources IPOD…several cases can be generated (Platform, Intellectual Property, Design, User Interface) Mac Book and other Laptop and Tablet PC Orpheus Chamber Orchestra Gore-Tex Fast food  restaurant and its future Braun, Phillips etc…home appliances OXO hand tools Dell and eCommerce J.K. Rowling and Harry Porter series Sports Products, NIKE… Super stores, Target, Costco, Walmart etc Zork and wine closures Dow Corning and innovation products and management of knowledge in enterprises Disney and Pixar Products Viagra story by Pfizer P&G Products Of course, Mobile Phone Stories Coca cola, Drinks and health drinks Various rehabilitation Products wheel chairs, tools, etc… Shimano wheels and bicycles and future of leisure products Automobiles, Automobiles, Auytomobiles, BMW Mini etc… Amazon, ebay twitter etc…web sites
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6 Case Study Orientation Build a Case through Storytelling Choose a theme = product or service Choose a scenario = required data, material and reference  In group activities to define tasks to assign tasks synthesize the assignments Example Outline History of (company, product, market, device) Background (Motivation of development, Key drivers, Technical backgrounds) Market Info. (Market Trends, Market Size, Market Shares) Success/Failure Story (Beginning, Development, Propagation, End) Main Tools/Approaches/Methods used in the product/service/device development Elements of Fun and Entertainment Lessons Learned How it can be used to develop your own product/service/device
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