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NEEDFINDING PRACTICE: ENHANCING STUDENTS' PROBLEM FRAMING SKILLS THROUGH ITERATIVE OBSERVATION FOR BUSINESS INNOVATION

Published online by Cambridge University Press:  19 June 2023

Seoyoung Kim ,
Sohyeong Kim  and
Jeamin Koo
Seoyoung Kim*
Affiliation:
Stanford Center at the Incheon Global Campus, Stanford University;
Sohyeong Kim
Affiliation:
Stanford University;
Jeamin Koo
Affiliation:
Korea Advanced Institute of Science & Technology (KAIST)
*
Kim, Seoyoung, Stanford Center at the Incheon Global Campus, Stanford University Korea, Republic of (South Korea), jennsy@stanford.edu

Abstract

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The ambidextrous balance of combining quantitative and qualitative approach is crucial to achieve business innovation in our ever-changing society. While exploring the early stages of a problem space, profound and iterative observations of human behaviors allow designers to discover unusual insights and users’ needs. In this regard, the purpose of this study is to introduce the Needfinding Practice course at KAIST and emphasize the importance of observational research to frame new business opportunities. Main learning goal of this course is to expand the problem finding phase for enhancing students’ creativity and divergent thinking abilities. In this study, we have conducted a literature review on needfinding through observation and how the early stage of design thinking process is related to understanding users deeply. By presenting students’ field research projects, we highlighted the process of identifying unexpected latent needs to gain qualitative data for future business implications.

Keywords

EducationDesign methodologyHuman behaviour in designProblem framingIterative observation
Type
Article
Information
Proceedings of the Design Society , Volume 3: ICED23 , July 2023 , pp. 2775 - 2784
Creative Commons
Creative Common License - CCCreative Common License - BYCreative Common License - NCCreative Common License - ND
This is an Open Access article, distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives licence (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is unaltered and is properly cited. The written permission of Cambridge University Press must be obtained for commercial re-use or in order to create a derivative work.
Copyright
The Author(s), 2023. Published by Cambridge University Press

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