Hi, everyone, this is Professor Yun Jung Jin from Kaist. This is the week three for the Stanford Design Thinking and Lean Startup for the Stanford Design Thinking with the startup course. Today we are going to get into the more details about Stanford Design Thinking and plus Lean Startup, which we learned from the last week. And last week we asked study about what is the process of the Stanford Design Thinking from the empathy and define and ideation and then prototype and test. And last week, we more focus on the first stage of the design thinking which is about empathy. So empathy is the very critical process, during the design thinking, to figure out users, their needs. And also for the next step which is about the define. Today, we are more focus on the how to define the user's problem from the we found in the emphasize of the users. And also, last week we study about how to use the Lean Startup and Stanford Design Thinking together. And we also study about hybrid method for the Stanford Design Thinking and Lean Startup. So this week we are more focused on the problem define and how to select idea which is second and third step of the Stanford Design Thinking. Again, if you remind, the Stanford Design Thinking, the first step is what? Is empathy and second step is define and third step is ideation. So we are now on the stage from the right after the empathy, now we are focused on the how to define the problem and also from the problem how to make the ideation. So let me start with the define problem and idea. So please record the design thinking process again. We have five step of the design thinking which is about from the emphasize and define and ideate and prototype and test. So bottom part of the blue line is showing that is kind of our thinking, divergy and divergy or the converge, that kind of step. So when you start to think about a problem in our class is about the more global startup. So how to solve the users' problem. And we start from the zero and we will collect the users' pain point with the emphasize. So we diverge and increasing the case of the problem when you start to the emphasize the users' pain point. And then, from the empathize, we try to figure out users' pain point. So there will be a lot of users' pain point another way that we say users' problem. So we increase the case of the users' problem. And then from the many problems from users, we need to define what is the really some important problem which is user really want to solve it. So that's the very important step. So now we are in the stage of the define, the second stage. So with the define stage, a lot of number of the problem we'll converge it to just one single or two problem. So that from there, we try to ideate a lot of idea to solve that problem. So as you see, there is, again, the diverge means a lot of ideas comes out. So after that, by using the visualization and prototyping, we try to converge and shrink down a lot of idea to the one or single idea to solve the users' real problem. So this is a design thinking process. And then, once you have the solution, either like a service or application or some hardware from the prototyping. Then you can release your prototype to the market, for example, to the YouTube or some other social media or some crowdfunding platform such as some Indiegogo or Kickstarter or some or whatever over the outside of the platform. And you can test your prototype to the market, to the user. And then get some feedback from the users. And then you can get another, some emphasize another problem and keep iteration of the design thinking process. So once you have a lot of problems from user, with the help of the process, of empathy, and then we may have a lot of users' problem. And from those a lot of problems, we need to define where to go. So which need to cut down all kinds of possible problems. So here, you can see a lot of directions, one, two, three, four, five, six, seven, here, how many? Tens more directions, so from this a lot of directions to go, we need to define what kind of problem we're target on? So that we are now about to decide which project to undertake, which to cancel, and which to leave for the later. So this is decision process. I briefly introduced introduced several good tips to the select the defined idea or define problems. So first one, I would like to introduce this SWOT analysis. SWOT means strength and weakness, opportunities, and threats. So those are the four characteristics is kind of you can analyze to what kind of idea, what kind of problem, we need to attack on. So the right hand side you can see that there is a certain platform you can easily can make by yourself from the strengths and weakness and opportunity and threat. So you can filling out the SWOT analysis and make it easier to judge whether or not a single potential project should be undertaken. So this is more the qualitative analysis and decision method to figure out what kind of method will be used from a lot of problem and a lot of ideation. So this is more, you can clearly see the what kind of things are, for example, for the designing bike or the making some product. You can easily figure out the what kind of thing is a strength and weakness and opportunity and threat for the product. Next one is a method about the pros and cons analysis. Comparing to the SWOT analysis, this pros and cons analysis is more quantitative method. So even this pros and cons analysis is very simple method, even Benjamin Franklin he used to decide. He used this method to decide whether to build this structure or this building or this bridge when he designed the USA in the first stage of the USA. So the pros and cons step is very simple. The step one is make two columns in the left hand side write pros. And the right hand side you can write the cons. And make two columns and then you can write down the feeling the columns, pros columns and cons columns and write down the pros and cons for each idea or the decision. And you can estimate the importance of these pros and cons. And you can even make a weighting for each pros and cons. And then you can start eliminate the one pros and one cons together. If you think either pros and cons have a more important quantities then you can erase, for example, one pros and erase two cons like that. And later, you can find that if the leftover stuff is cons, then this method is more not suitable to proceed. If you have more pros, then this method is more suitable to proceed this idea. So by using these process and cons, you can choose the project, whether you will concede, keep continuing this project or not, vice versa. Also in this pros and cons analysis is very useful to choose the ideation. And also from a lot of problems, you can choose to define the problem together. So this pros and cons method even it looks very simple, now still NASA and many research institute, also many companies, they use this pros and cons analysis when they decide the problem definition and also ideation. The last method I introduce is a decision matrix. You can sorting out from the many ideas. Here in this example, we have three different alternatives. And then you can choose those three ideas based on the judgment of the agreement and certainties. So decision matrix is we try to select the best idea or best choice from a lot of many alternatives. And by designating the criterias which is more about agreement or the certainty. The agreement is the measure of the how where the alternatives meets the criteria. So means whether there is a function, like a need to have those ideas, for example, here, upgrade the road bike or the other tandem bike. So the other type of bike, so there's a lot of criteria on the left hand side. And you can see that there is agreement between the strong agreement, just agreement, and disagreement, like that and neutral, disagree like that. And the other way, there is certainty is the measure of the how much you know, or how much variation you expect. So the kind of feasibility, so even the functionality is matched with your proposed idea. However, the feasibility is very important. So the certainty is also need to be considered to decide some alternatives. So you can use this decision matrix, so decision matrix can provide a window on which to base the decision and what to do the next step. So you can use this decision matrix when you define the problem from the empathy interview and empathy activity. And then you can define a lot of problem to the single or two very important problem. When you have ideation, you also can think about which is the best idea from a lot of like tons of idea by canceling out the many alternatives by using this decision matrix. And you learn from this first session, there is three different method to the define the problem, or the define idea. First one is what? First one is SWOT analysis and second one is a pros and cons analysis and third one is decision matrix. So the SWOT analysis, again, is more about the qualitative analysis. But you can easily see what's the strengths and weakness of your proposed idea. And second one is pros and cons analysis is more a qualitative analysis. You just write down the number of the pros and number of the cons, which is number of advantages and disadvantages of your project. And you can cancel all the one by one. And then you can easily see what kind of project is pros and cons from a lot of problems and ideation. The last one is a decision matrix is more about how you can sorting out based on some criteria from a lot of alternatives. So the I strongly recommend that you should use the decision matrix if there is a lot of alternative idea or some choices. And you can easily can sort out which is the best idea or which is the worst project we choose from based on the consideration of our feasibility and also functionality. So you can use these three method which I think is very enough you to choose what kind of problems to attack or what kind of idea can solve the users' problem for the second or third process of the design thinking which is about define and ideation. So hope you guys use these three method to choose your problem then idea. Thank you very much. And then we will study about more synthesis and strategies in the next step. Thank you.
