The Importance of Design Thinking and Teamwork

For the past couple of weeks, we have being doing a design sprint in class. Our end goal was to create a product or service that helps young Type 1 Diabetes in their everyday lives. In groups of five, we used design thinking to do research, concept thinking, prototyping, and testing to come up with our best idea to help this target audience.

What is Design Thinking?
Design thinking is a method that teaches individuals new strategies to solve problems. There are five steps to design thinking: Empathize, Define, Ideate, Prototype, and Test. I used our sprint process to explain how each of these five steps works below.

Empathize

To begin our design thinking process, we knew we had to empathize with our target audience. We each researched Type 1 Diabetes, because none of us knew that much about it. To combine and condense our research, we did concept testing. This included throwing all of our questions and ideas onto a whiteboard and sorting them into groups and categories that made sense to us.

Define

Next, we refined our question. We wanted to find a category that we felt would be most beneficial to a young Type 1 Diabetic. We came up with: How can someone with Type 1 Diabetes discretely test their insulin levels without having to carry around something that is foreign to people without diabetes? Our end goal was to create a product that could allow diabetics to test without having to make a big scene or having to leave the room. 

Ideate

In the ideation stage, we brainstormed as many possible solutions to this problem as we could think of. After looking at multiple solutions, we finally decided as a team that we wanted to create a type of watch as our final solution.

Prototype

We created two prototypes. First, we created an ugly prototype and then a final prototype. Below are pictures of both.

Ugly Prototype 

Final Prototype

Test

To test our idea, we talked to people in the Bozeman community. We were fortunate enough to talk to four young adults who actually have Type 1 Diabetes. They all loved our idea, and were impressed that we had come up with the idea ourselves in the past two weeks.

Design thinking helped us be empathetic towards our target audience. If we had not completed this sprint using design thinking, I do not believe that we would have come up with as great of a solution as we did. The design thinking process forced us to pivot and iterate multiple times, and continue to repeat all the steps of the process when we did. It's amazing how working in groups stimulates creativity. If we were to complete this design sprint individually in the time given for this assignment, the final products would most likely not be as impressive. Design thinking is one of the best methods to use as an entrepreneur.

The Blank Canvas of StandTALL

Ever since I was a little girl, shopping for clothes has been a nightmare. I am 6'3", and everything that I try on doesn't fit right. Any type of pants become high waters, waistlines are too high, and skirts are too short. My mom and I struggled all through my adolescence trying to find a place where I could find clothing that fit me correctly. Unfortunately, no place like this exists. We always dreamed of making an website that would make shopping for tall women more convenient.



Before this semester, making this dream into a reality seemed impossible to me. Along with Consumer Behavior, I am also in an entrepreneurship class. We were required to come up with a new venture to present to the class, and I used my idea of creating a tall women's shopping website. The class loved the idea, and it ended up being one of the ideas used for our final venture concept. With two of my classmates, we used the whole semester to pivot and iterate off of this idea.

By the end of this semester, we had created an entire business canvas around the idea of StandTALL. We decided to make StandTALL a search engine for tall women. This search engine will include customizable toggles that users can insure their height and exact measurements into. The site will then search all online stores and aggregate the results, making them customized to each and every customer. We will use a pay-per-click revenue model, and will also sell advertising space. We had an idea of blogging for the website as well to increase its awareness. We even had a logo designed like the one below.

I also had the chance to read Creative Confidence this semester. Written by Tom and David Kelley, this book emphasizes how creativity and innovation are not just for the "creative types", but rather anyone can do it. I loved what David and Tom wrote in Chapter 2, Dare, From Fear to Courage:

"Fear of failure holds us back from learning all sorts of new skills, from taking on risks, and from tackling new challenges. Creative confidence asks that we overcome that fear"

In order to conquer that fear, we must take action. My favorite saying of all times is "action cures fear". If we are fearful of something, the best way to cure that fear is to take action. The worst that could happen is we fail. But failing is often a good thing. Failing fast and often is what makes some of the greatest entrepreneurs of all time who they are. They didn't get to where they are without may pivots and iterations. Although it is scary because it's the unknown, I will continue to work on StandTALL, because it is something that I'm passionate about. By simply taking action and turning my blank canvas into a business model, I am that much closer to making my childhood dream become a reality. 

6 Nudges in Stores

Walking around Smith's today in Bozeman, I realized that there are many nudges in the store that I had never noticed before. After reading Nudge by Richard Thaler, many nudges stick out to me more than they had in the past. Below are 6 nudges that I recognized in the 20 minutes that I was in Smith's.

1. Putting dairy products in the back corner of the store

Ever wondered why the dairy section of a grocery store is always in the back corner and as far away from the main entrance possible? This is a very common nudge that all grocery stores use. Dairy is the most sought after product at the grocery store because most everyone buys milk and eggs. Customers are forced to travel all the way to the back of the store to ensure that they see the whole store and pass by products they might not have initially thought they needed. If grocery stores were to put the dairy section in the front, grocery shoppers might not walk the entire store and check out other products.

2. Security notices

Whether or not the store does have a 24 hour video surveillance system, signs like the one above make people think twice before doing something that they know they shouldn't. For example, if someone was thinking about stealing a product for the store knowing no one was watching them and there would be no camera evidence against them, they would be more likely to go through with it. However, just seeing a sign that states there is a 24 hour video surveillance nudges that same person to think about the consequences more clearly if they were to get caught. 

3. "Did you wash your hands?"

On the back of the women's bathroom door, there is a sign that says "Stop: Did you wash your Hands?". This sign is nudging people to take care of themselves. While this sign is not going to force people to wash their hands, it does help remind them that it is something they should be doing for their own personal health. There are also usually signs that say it is mandatory for employees to wash their hands. Again, even though nobody is probably watching you to make sure that you wash your hands, signs like these make you feel obligated to do so. 

4. Impulse purchases

While standing in the checkout line, I noticed all the gum, candy, snacks and drinks on either side of me. Without even thinking about it, I grabbed a pack of gum and a water bottle because I was thirsty. If these products had not be in the front of the store and visible while I was waiting in line, I would most likely not have purchased them. By putting them as eye level at the cash register, people can be reminded that they are hungry or thirsty, and then crave a candy bar or a soft drink because they are available. If they were in the middle or the back of the store, Smith's probably would not sell as many because people pass them looking for something else. 

5. Rounding up change for charity

At the cash register, I was asked if I would like to round up my total to the nearest dollar to support a charity. This is yet another subtle, but powerful nudge. While they are not forcing you to found up your change, you feel obligated to do so as it is less than a dollar, and you feel like the people around you will think you're a bad person if you do not. Plus, it gives you a good intrinsic feeling knowing that you donated, no matter how small the amount may be. This nudge also works because it targets people who are willing to donate, but aren't going to go out of their way to do so. Most everyone must go to the grocery store for food, which makes this a perfect place to implement this type of nudge.  

6. Shopping cart returns in parking lots

Finally, as I was leaving the store, I noticed the shopping cart return slots in the parking lot. Cart returns make it easier for the shopper to return their shopping cart without having to take it all the way back to the front door or just leaving it in the parking lot. Personally, I would not be as motivated to return my cart to the front of the store if there weren't cart returns, and would leave it by my car. But because of this simple nudge, an employee can gather most all of the carts grouped in a couple of areas rather than having to go collect them all around the parking lot. 

Most of these nudges are so obvious that we know they're there, but we don't consciously think about them. There are hundreds around us daily. Next time you're in a store, I challenge you to find as many nudges as possible. I found 6 in just 20 minutes...can you find more? 

5 Interesting and Effective Nudges From Around the World

I find the idea of nudging very interesting, and decided to do some research on how other countries use nudges to persuade people. Below are 5 different nudges that are used around the world.

1. Sydney, Australia: Recycle and Win Prizes

Machines like the one above are placed around Sydney in an effort to nudge people to recycle. When recyclables are placed in the machine, a reward or gift of some sort is given to the person in return. Gifts range from 10 cent donations to charities, to being entered into a drawing for two free tickets to Sydney New Year's Eve Dawes Point viewing area. Click here to learn more about Sydney's effort to increase recycling by its citizens.

2. Singapore: Bag-Down Benny

As a part of the "Thoughtfulness, bring it out" movement, the Singapore Land Transport Authority has placed "Bag-Down Benny" decals in cars of trains. The idea behind this campaign is to motivate public transport commuters to be nice and make room for others on the train. The decal says "With my bag down, there's more room for others". Other decal characters that have been created for trains include Stand-up Stacey, Move-In Martin, Give-Way Glenda, and Hush-Hush Hannah. Just seeing these signs and knowing others see them too has created a more pleasant public transportation experience for the citizens of Singapore. Click here to learn more about the "Thoughtfulness, bring it out" movement. 

3. London, England: Baby Faces on Store Fronts

Large baby faces were painted onto London storefronts in an effort to reduce crime. The baby faces were thought to promote a caring response in humans with their big eyes and round faces. It also represents innocence, making people think twice before committing a crime. Just one year after these murals were painted, anti-social crimes had decreased outside of these storefronts. This campaign was put on by Oglivychange, an organization that creates nudges to test social behaviors. They also put on a conference every year called Nudgestock that focuses solely on the concept of nudging. To learn more about Oglivychange, click here. 

4. Canada: 3-D Children in the Road

In an effort to nudge drivers to slow down while driving through school zones, a Canadian safety group has painted 3-D children in the streets. The safety group hoped that this would get drivers' attention and make them think twice before speeding through school zones. However, other people are concerned that this will actually have the opposite effect. Just as people become desensitized to ads after a certain amount of time, there is a chance that people could become desensitized to these 3-D road paintings as well, and accidentally hit an actual child instead. For more on this debate, click here. 

5. Essen, Germany: The Chocolate Machine

The Chocolate Machine was created at Folkwang University of the Arts in Essen, Germany to help improve people's willpower. The machine works by dispensing a ball of chocolate every hour, giving the person two choices: either to eat the chocolate now, or put it back in the machine to be dispensed in another hour. The machine also has a counter on it to show you how many times you successfully put the ball back into the machine. Studies show that after using the machine for two weeks, it is easier to resist the ball over time. To learn more about the reasoning for this machine, click here. 

The Secrets Behind IKEA

One of the main topics described in Nudge by Richard Thaler is the idea of choice architecture. Choice architecture describes how areas are designed to present products to consumers in a way that influences their decisions. When items are placed a certain way, consumers can be nudged to make decisions that they would not have made if the items were set up another way. 

When I think of the way choice architects organize shelves and stores, IKEA is the first example to pop into my mind. IKEA is an affordable furniture store that encourages its customers to walk through their showroom of products before purchasing items. When customers first walk into the store, they are taken up an escalator to the showroom. Upon entering the showroom, shoppers are exposed to calming music playing in the background. Kitchens, bedrooms, and living rooms are decorated in sets to show customers what their rooms could look like with IKEA products.There is a path everyone is strongly encouraged to follow, ensuring that they see all that IKEA has to offer. There are shortcuts to the warehouse, but they are advertised on much smaller signs and are tucked away in the corners. Once in the warehouse, it's go time. A large cart is given to you as you walk into the warehouse, and you pull out your list of all the products that you liked in the showroom. It's somewhat like a scavenger hunt; you must find the aisle and section that the product you are searching for is "hidden", adding a fun twist to the shopping experience.

This layout has been proven to be very effective for sales. Being in the same showroom with a lot of people wanting the same products should be stressful. However, IKEA plays relaxing music to help sooth customers are make them think they are in a peaceful environment. From personal experience, the staging of the room layouts in the staging rooms makes me think I need more than just the one item I am looking for. They stage the rooms to make consumers want the exact look, meaning they need all of the exact products. Never have I ever left IKEA with just the one product I was looking for. I'm pretty sure only buying one to two products at IKEA is extremely rare, and almost unheard of.

So no matter how smart we think we are, the people behind product placements and designing floor plans are usually one step ahead of us. So next time you're shopping, pay attention to how the shelves are organized, as well as the overall store. You might have a whole new perspective on what the employees want you to see and buy.

Is Social Media Addiction a Company Success?

I recently read an excellent article, Addicted to Your iPhone? You're Not Alone by Bianca Bosker. Bianca has a great point of view on the addiction people in today's society have with their phones. It's amazing to me how companies know how to get us consumers to actually become "addicted" to their apps and websites. Bianca talked to Tristan Harris, who is working on trying to convince companies that they can design tech that prevents us from distraction instead of being the source of our distraction. Watch his TedTalk on this subject here. 

"That itch to glance at our phone is a natural response to apps and websites engineered to get us scrolling as frequently as possible". 

When I finished reading this article, I realized that I am addicted to my phone and many of the social media apps on it, including Facebook, Snapchat, and Instagram. I've never really thought about how I immediately reach for my phone whenever I'm bored. It's become a habit, and one that I need to work on eliminating.

Facebook
"Checking that Facebook friend request will only take a few seconds, we reason, though research shows that when interrupted, people take an average of 25 minutes to return to their original task".

This statistic in the article hits home in my life. I get one notification from Facebook, and open my phone with the full intention of only checking that one read pop-up, and find myself watching a funny video 30 minutes later after scrolling through my newsfeed. Then once Friday rolls around, I'm stressed trying to finish homework so I can enjoy my weekend. If I would have stayed focused on it rather than checking my Facebook, I would have been able to start my weekend 3+ hours earlier. I found it interesting how all apps use red as their notification color, because it grabs our attention the most. Like in the article, I also feel socially obligated to respond to people's messages, comments, and friend requests immediately to show that I am in the loop and know what's going on at all times.

Snapchat
Snapchat has become almost as popular as texting anymore, as it adds more personality and facial expressions to conversations. One way Snapchat has begin to keep people snapping on a daily basis is adding a snap streak element that counts how many consecutive days you and one person snap back and forth. I'm not big on the snap streaks, and it's almost a sense of relief to me when they are broken, because I don't have to have anxiety about keeping them up.  I have friends that will get angry with friends when they "break the streak", and friends who even will give their friends their login information to snap themselves when they know they will be on vacation or out of service for longer than 24 hours. It's crazy how something this irrelevant can have that type of pull on you.

Instagram
"'Rewarding someone with an instantaneous 'like' after they post a photo can reinforce the action, and potentially shift it from an occasional to a daily activity".

Instagram is one of my biggest addictions. When I get bored, I immediately go to scrolling through my Instagram feed. I've also become addicted to making sure my posts are ones that I will get the maximum likes on. In the past when I would post a picture, I would keep track of how many likes per minute I get, and would get worried if I didn't have a certain amount of likes within a certain time. I would waste more time on trying to make my life look impressive instead of actually relaxing and enjoying it. And this is what the people who work at Instagram want, however unhealthy it is.

SO WHY DO WE STRESS OVER THIS KIND OF STUFF!? 

When you truly think about it, it's unproductive and a big waste of time. 

And yet, we all still participate in it. Why are we so obsessed with making sure everyone else knows exactly what we're doing at every minute of every day? It's become a way of communicating without actually communicating. It's sad that I know what's going on in the daily lives of many of my friends because of their Instagram posts and Snapchat stories, but might not have personally communicated with them one on one in a couple of months! All of these social media sites program us to need to constantly be in the know. I cannot tell you how many times a day I hear "Did you see her Instagram post?" or "Did you see what happened at the game? It's all over everyone's snapchat stories!"

Don't get me wrong, I believe that social media is an excellent tool to keep in touch with those who matter to us, but it shouldn't consume our lives the way it does. We live in a three-dimensional world, and therefore need to stop focusing so much on the two-dimensional screen of our phones and computer screens. 

We will not gain any experiences by scrolling through our newsfeed. Instead, we will be vicariously living through everyone else's. 

At the beginning of this blog, I mentioned Tristan Harris, founder of Time Well Spent. Time Well Spent is a website that encourages technology users to support the creation of better tech that could protect us from distraction.  I advise everyone to check it out and focus more on only using your phone when it is truly necessary, and not to use it as your main cure for boredom. Try limiting yourself to checking your social media only once or twice per day, and focus on the real world around you in between. 

Starting today, stop scrolling through everyone else's memories. 

Go out and make your own.

The Persuaders -

I recently watched a PBS Film called "The Persuaders". This film highlights the marketing industry, and how it constantly changes to keep its audiences engaged. Because they are making room in their minds for new information, consumers become numb to advertising messages after awhile. Marketers constantly are updating their messages and thinking of new and creative ways to recapture their target audience's attention. They are finding new ways and places to advertise that will grab our attention in new and unique ways.


Think about Times Square. On average, 300,000 pedestrians walk through Times Square and around 115,000 people drive through it. 100 million people visit here each year. According the the official website for Times Square, "Times Square signage advertising can expect nearly 1.5 million impressions each day". It costs anywhere from $1.1 million to $4 million a year to rent one of these massive ad spaces. Walking around Times Square is over stimulating, however it is one of the most desirable places for companies to advertise their brand. In today's society, the average person see around 5,000 ads per day. So how do advertisers make it so their company stands out from the rest?  It is no longer effective to simply say that your product is service is better, faster, stronger, cheaper, etc. CEO of Saatdhi and Saatchi Advertsing Kevin Roberts says that "what consumers want now is an emotional connection - they want to be able to connect with what's behind the brand, what's behind the promise. The brands that can move to that emotional level, that can create loyalty beyond reason, are going to be the brands where premium lie". Marketers now use emotions to capture consumers' attention.

In the film author Naomi Klein says "When you listen to brand managers talk, you can quite quite carried away in this idea that they actually are fulfilling these needs that we have for community and narrative and transcendence. But in the end it is...a laptop and a pair ofrunning shoes. And they might be great, but they're not actually going to fulfill those needs". Advertisers have even started going as  far as advertising their product in a way that it defines you. A good example of this is Nike. Nike has branded themselves as the top athletic performance gear company. Some people even go as far as believing they cannot reach their peak performance if they are not wearing Nike shoes. At the end of the day, that same person might not even be able to tell the difference between a pair of Nike shoes and a pair of Under Armour shoes if they didn't have the name on them. This is because Nike has established such a strong brand that people want to wear it and be associated with it.