You.

Were.

Very.

Very.

Very.

Very.

Very.

That's right that's right OK And

the thing else or more.

OK so hold hold of those dealt so.

These owners are trained
themselves to imagine themselves

in the shoes of their users
this is a great expose exercise

it is the meeting the by their own
experiences and perspectives so

that's why they need designers
need to get input from the user

to figure out what is their problems
their issues or their purposes so

all my investigation have a start
to the from the surveys exult.

So these are not usually most of the time
they felt that they don't have enough

information to generate the to
consider new ideas new product or

new concepts you specially at
the beginning of the same process.

So because of this in Lego We
information we can cause poor

design decision that can increase of these
I need to ration to fix the issues later

in the design process analyst three techs
or more are more development time and

cost and also most important
in the important thing is that

we can then meet the users
critical need and

defects are harder to fix his
vision later in the process.

So I really am very interested
in our system of product area

because it has special challenges.

I'm sorry eighty companies spend on ever
as Will three point five per cent over

sales on research and development and

the threat of this means that these
are translate to at least one hundred

a million dollars based on sales or
with two point eight billion dollars.

These a person to it is a comparable
to what is spent on our indeed by

making the US manufacturing
sector as a whole

the small way to companies with the sales
of around a three hundred million dollars

tended to spend a higher percentage on R.
and D. between eight point five percent

to nine point six per cent over thought
our sales so the high cost of R.

and D. is pressure for smaller
company makes it important to extract

the highest deliverable benefits
possible from this investment.

And also eighty product.

Generally occupies smaller and
each a market.

And also meeting the users need
is a very very critical for

the user who is using the eighty device So
for

example if you are creature user and

your future doesn't work very well today
it doesn't function very well today

you cannot do anything you cannot go out
your whole days or just shut down but

if you can even my case if I
don't have a cell phone today.

Is going to very inconvenient is going to
frustrate it busted I can do some stuff

being right.

And also as you see in the picture here.

We can't amend the mess of production for
the two to generate data product but.

Some part we cannot avoid
the customization for

example some people lost their liens
from the front Bob They were part of

the last of their arms from here or
from here or from here so

we can sort of part again we can
the missile production but for

example the connection
part has to be customized.

And.

Also eighty product has all
been the monthly issue.

On average authority person or
by eighty product.

Go on used.

These things happen because of many
regions one of the reason is because.

When the huge earths are not involved
the way the selecting process for

the device which they are going to use for
themselves that are when the monthly

rate is getting to be higher the vice
versa if we use or as are involved with

their selection process the vendor
month rate is getting to be lower.

And also the issue of the A.T.O.
when the month is important since

on your device can not
help to improve their.

Their quality of life lives so

again we don't know their needs is
a very very important you specially for

eighty product area so
when are you sure of and

also device there is also
a potential social cost.

Third party payer such as
a private insurance or

government assistance through the revenue
when they have to spend the money to

replace the device that has been
abandoned these are losses can be

passed on in the form of a higher
insurance premiums or higher taxes or

more restrictive restrictive a probe or.

The opera policy is that makes it
even harder to sell eighty devices.

So these owners anyway generate the design
are defective during the design process so

I defect means that here sketches and
storyboards and rendering and

all parents models and you can imagine
renderings that means that it's

designers can use the software and
to such as.

Or only the work stage and in a democracy

appearance a model is is
not what working prototype.

Feels and looks like actual product.

So here is an example of
these pictures are from.

So Paul more studio class saw
their top it was a redesign ing

hands of tall hardtop food
was no handle right so

he schedule with and
then he was a little coffee or.

She generate rendering and

that is appearance a model or.

I know it looks like actual product but
it's not it's are do she took a picture

to convience to all the ins but as I told
you that this is not working prototype

picture this apart is not really metal
she actually mimicked the material she

just shoots a rod a plastic rod and
then just painted it.

So.

And then this is a story board and this is
talks about why this product is a good or

why this is product is better than
the other product and how we use it and

one of the features we're going to
features are there so these are just

trying to get information this kind of
information through the process user for

a nice over there product is your
belonging effectiveness efficiency or

satisfaction.

So the Zionists give that kind of artefact
to the users to get input from the users.

When designers give that
kind of an artefact.

For example sketching to their users
these owners are not interested

in their opinion about the users open
about how they think about this sketches

they are interested in.

Their daughter about if what if
this was these are perfect or

was actual product.

At this point I have to point out about
the dilemma the about the relationship

between user input and design process.

As I say that beginning with
the beginning with his presentation.

These honors they don't feel that
they have enough information.

To generate the new ideas new product.

Is pressure you at the beginning
with his own process.

Because you can imagine that time
that you know with his own process

we don't have a lot of
things to shorten the usual.

You know.

But at the same time users
are not good at imagining.

The new product or new ideas new
concepts based on that artefact and

I'm sort of Bayes' the own all
objectively representations.

You specially if they don't have even the
hard to figure time to imagine the kind

of stuff if that topic
is very unfamiliar or

they'd never seen that before.

So.

I started thinking that
how can a designer know

what competence over you just
put our most reliable so

then means I brought the.

Some model I generate cure.

A little Ok so.

Here's a prototype I'm an editor of
product and here is appearance a model.

Right so when I give this
appearance a model to the user.

They're going to talk about.

Maybe the future of this product or
function over this product

based on this appears to
model this artifact right so

let's say they're going
to see all I love this.

Feature of a product I love or

they can say I love the function
of this product so I.

I'm going to develop.

This a product based on their opinion so
I developed this and

then I'm going to show this
extra product to the users.

But what if they say yeah I like I like
this function of this product but I hate.

Future with this product now
they say different and then.

The other days.

Right.

So maybe I was our product what
is all this is a can opener so

actually I will explain
more about this product so.

So maybe this medium appearance
model is a maybe good medium

to talk about functions because
users see the same thing

at the beginning of a process or
even now though at the end of the process.

But then maybe this is not a good medium
to talk about the future of the product.

What about the sketches.

Sketches when I showed the sketches How
do I know they're going to say exactly

the same thing all the way through.

So to get the answer I set up
the study I generated the artifact

Verizon counter product and
I had criteria to select ultra products

then has to become on the available and
utilize You told you to lies and

they'll on how the product should have the
universe or product aspect of an assistive

up in the kitchen that's part of a police
station so I validate that artifacts.

To make sure that our defect represented
the actual product very well and

accurately and I collected a huge ability
and put the base on each artifact and

I used to use a questionnaire.

There's a questionnaire is a stand
out a questionnaire form that

I can get information.

About them easy overuse of the product
effective when these sets affection and

efficiency.

Usually use the kind of contents.

So.

After picking up the product and

I generate the artifacts for artifacts and

I validate artifacts so
usually evaluated the product for

products side by side we do one each
of these an artifact then me and

if I'm user I have a slew
just evaluate can openers or

sketches that's all and.

And the five users per defect so five
users are evaluated apart different and

I gave the description of the product to
talk about the function of the product and

future of the product and
I let them conflict use a questionnaire in

these described I can buy
ten how Dr affect Main

not having I create to be
presented to a with a product and

I updated our to pick at
the fact that on till.

And then I repeated evaluations on to
you to make sure there's no issues

about that artifact So you see the world
is a storyboard in the rendering and

sketches.

They didn't rip presented the product
are currently so I updated.

So this is my first product I chose the
first I want to give them all can opener.

By Black and Decker I generate the four
artifacts rendering sketches storyboard

in appearance model there's a top there
there's extra product as a control group.

Second product was up even if it assists.

By care actually helps the brand and
again I generate the same

artifact like opener can opener.

So I evaluate it or
belive that there are two spots.

I recorded over one hundred
the participants and

each subject again in defended to
evaluate only one artifact that

means again they just evade with the one.

Get is or get your ball players or
one storyboard of questions and

ten evaluate teachers
evaluate each artefact.

For each act effect and ten you relate
is evaluated as collected the for

each of the actual product and also
randomly assigned to effect to the users

and I assure the art effect
to the participant and

then I describe about the feature and
functional of the product and then they

quickly users they could ask any kind
of a question to me regards the product

because as a designer I don't hold to the
information when I generate a new ideas or

new concepts or generate a new
product during the design process and

I love them complete
complete user questionnaire.

So.

Those ordinary data and
I was comforting to settle with data and

still there is a small sample size so
I used a critical wall is that this to go

past from the lies it and
this table also show.

A fused to number with differences
when I was comparing actual product

to appear as a model or
when I comparing actual product.

To the rendering.

So for example.

Question number four here.

Number four three sure those
significant a difference this is about.

Using it is effortless.

And this table.

Shows.

The largest number of differences.

And I compare actual product
to the storyboard artifact or

sketch.

So I found the observations from
the Veda is about the twice as many

difference between artefact and
product for the opener than for

the question I think of this things
happen because often our is a slice of

complicated a product then questions also
that complexity of a product causes.

This.

Differences and
as you see the result in the similitude

we voted Asian when I compare in
rendering to the after product.

Of this thing these are to shown because
rendering is very realistic than sketches.

So I was thinking if with this evaluation.

When I comparing that rendering to
the actual product is really true

this is going to be really half
will fall to the designer.

You specially at the beginning with design
process because rendering is easy to

generate or sort very cheap said you know.

When you develop a new product if you
can do that in a way chip good and fast

that's going to chip right but
this study has.

Been somebody new to Asians first or is.

Is all students but

at the same time there are there
is a some merit to this approach.

If I cannot see that any difference
we deduce a student group.

I'm not sure I really need to.

Investigate these study
more because my research

a question Is anyone expecting
to see the differences.

Based on the for an artefact.

So it shouldn't matter who's evaluating.

This artifact and also I as I say.

The product has an.

Aspect of leadership design and
also just a technology of play cation So

if I chose a different TYPES of a product

made she's going to use going
to show that the furniture.

So.

I want to invest more.

In the future so first thing is.

The fun complexity of a product or
different types of a product for

example what if for this was the software
or about the electronical or

toys and or should I want to investigate
more with the front demographics or

so I want to use the from medium
such as older men to the reality.

Who quantity I saw when we
did this property or to the.

National Institute on Disability and
we have an additional research as a field

initiated project and I'm planning
to submit to this proposer to any of

those only career after
I fund finding I've

tried to investigate after I invest
game more about this issues and

and I see them or reject.

This is a quantity I'm doing it and.

Thank you.

And your questions.

Gain.

Information.

Take us

through.

The.

Process.

Yet.

Again.

So basically you know.

Our process you know.

What's wrong with you know.

One thing.

I don't know very well actually.

You know I.

Mean you know I think it was.

You know.

So I'm just curious you know what it's.

Like.

OK So first as you know this is.

Research so I basically act
officially I set up this study.

That.

Based on different artifacts you know.

How.

Well I want to look at the how people
evaluate differently but in the word.

Before hopefully ideally
the shooter talk with the marketing

marketing department and then they should
already make the decision about this

product is a worthwhile
are to develop it or not for

example like idea generation there's
a different concept in there ration this

product is a war for
wired to develop as a new product and

then was of a decided there's a market
ability and there's all of those

competence there's are there but we can
be better than them on there's a more.

Market size then why not and
then they decide to move on

to develop the product the new product so
I kind of understand that

you learning about the relationship
market abilities and the user needs

how we can distinguish between that but
in the R. word.

Should be they should have
taken care of will be for

the people of the new product is
it did I answer those questions.

And.

My.

I guess.

Isn't.

So I look at your question this way I
think of your question is a raise up

because also I show the office of
technology product which to me is

meeting their needs that is very very
important critical as I say and.

Also.

Another issue is nowadays the product
is like a Steve Jobs they are for

example Steve Jobs nowadays of the way
of approaching to develop a new product

it's different Steve would just say
that I don't need to ask any question to

the users I know what they need
what you need I'm going to give you

guys I'm going to suggest you guys
the product or what you need.

So even if they were just they don't he he
doesn't ask the question to their users.

So I think your question in quite
a little bit of a lot of a little.

How can I say.

This is different because.

That approach can be different when I
walk with a eighty product area or are.

You fine looking at
myself as a researcher or

or as a need or user see what
I've seen clearly the users and

you know I don't know how many people
knows about the reviews or concept

the reader user is different than all the
other after they know what they need for

the user for the future so if you.

Again if you look at the different
way to approach that issues so

answer can be different way so.

I know so
many things in my mind I don't know.

You know very well now this is just so.

Improved.

I want to add on more things
about the your question

also if you are approaching
it as an incremental.

They don't want or Redeker innovation
that's also different if really for

your redesign is something that you
saw let me go just for a long time or

you and I just did something
really sensational in.

Director of product that's
that's different things

so.

I really appreciate you have a

question.

Yes.

Right.

Right.

So.

We're.

In a.

World.

That's absolutely right because the reason
that things happen because come over the.

For example when you say I lost my
arm depending on where you live

really last year on there all
deleted things to do is different.

Yeah so most on from here and from here
they can still do something with things

around the body for the last I'm totally
from here they can not do actually a lot

of little things but they found of the way
that you know they can do some stuff so

maybe yeah.

Maybe that way this is not only for
do it in your ear.

Yeah.

That's right yes so
again this is a kind of.

Again this was a researcher setting so I
had to choose just something that you know

you just can use and.

You know.

Like.

More in.

My.

Life.

Than.

What I.

Like.

To your

face.

So that's why I.

Say that this is just from the data.

My study of thousand preventive thing
is just I see the difference different

patterns so that's the next thing I need
to do so if it sounds like I generalized.

I'm sorry about that but the.

Next thing I really want to
investigate that part again.

Yes that's right yes and
depend on demographics.

So that's why I want to investigate
more different demographics.

And.

Working prototype

Yes.

Or.

No.

QUESTION That's a great
point actually yes that's.

The reason that I didn't
explain that part.

The reason I chose appears model not
the working prototype that still takes

up time to develop the operands model but
is.

Faster then working prototype and
cheaper than working for

time so I looking at those that
also is of the whole industry

process they want to be fast
they want to be good and

they want to be cheap they want to
develop the product in that way and

also I think that you all this thought
is a from the because I was working for

the eighty area so
invite their users actually my previous

studies about the working in
Bill different groups like you.

Actually use your or completion at that
office or just designed by themselves

or on one of the zine or
them selves is the very huge years for

that to develop their product so
I tested with it but

depend on product in not necessarily
you have to work with the users for

example like so.

You were working the users takes a lot of
time in course you have the in by the of

and you have there's a compensation and

also you orange all the schedules
you specially orangs the schedule.

With the civilities it takes a little bit
of challenges because there they are who

chair users they have you have to make
sure everything is up to civil and

they are using different transportations
So in eighty area working

the user always takes a lot of cost and
time so what if for example

what if we use a simulation through
designs for example through the zones and

product for the search and imitation
people or people who why don't you just

make a simulation where the gloves and
you just designed a product.

Because simulation cheap and the can
access the simulation any time we want.

So that's why I'm very focusing on how
we can develop this all product and

cheap way in the fast to a good
way that's why I didn't try.

I working prototype but
depend on you know projects.

Years later and.

Yes.

Yes.

Because also another thing I want to add
we were going to have as a designer we

don't have a difficult time to generate
working prototype at the beginning or

with his own process because the whole
concept is new even a lot of myself

I don't know what to do and I feel like I
don't have a lot of information to develop

a new product you know so that's why I was
wondering relief I give them this kind of

abstract representation at the beginning
of the process is going to really work for

Nashville I trust everything what they say
can I design something based on what they

say Bassong the appearance
of all the art do I correct.

Yes So that's all my questions but.

I'm.

Not yet and
I get this though what I'm trying to do

because depend on our
product are different than.

You know.

Complex the product you know or
depend on the type of product nobody

maybe my this kind of a little is
going on the same as when I tried

to weave a maybe different
product like a software.

So that's the one I'm
going to do you know so.

With I don't want to say there are you can
have the sketches for certain things you

know but at least for this for
my study rendering is a pretty singular.

Window when they evaluate the users
evaluate the new product you constable

with a product based on rendering
is the verse same as the actual

product of the opium or the same as
when they sold the actual product so

therefore we can use rendering
why not use the cheaper

fast right you know.

And.

At least afford this type
of product every Yeah

and.

Yes Actually as I say that.

They could this talk about anything about.

The.

Product I mean the artefact
that artifact so but.

For this study I'm mainly focusing
on I was mainly focusing on

this artefact who really did rip
present that after a product or

creatively or not but there are lots
of information that how they think

about this product you know they
could say anything they want.

Yes.

OK force from class OK Here you

go.

Yes I like.

What.

I see I say the reason I chose these types
of a storyboard for example because again

at the beginning with design process we
don't have a kind of had to take a picture

of it and also I don't want to make the
user confused like when they when I see

the pictures feels like I see the actual
product even this one this is actually

a good example of this wrong you want
to model the way we're taking a picture

is like an actor a product issue the
reactor probably looks like actual product

if feels like a chair product but you can
now use you can you go around the pulled

the soil because these parties really
weak it just looks like it but but

the series also have some weight they
put the weight inside so it feels and

looks like actual product but
that's why I chose

the story board because
Still I'm not sure you know.

Why.

I think.

OK.

Thank you thank you.