Design Thinking saves the Match girl！設計思維是如何拯救賣火柴的小姑娘的？

設計思維是一個看上去每個字都認識，又讓人似懂非懂的詞。 而且常常被人們誤解為，是設計師的思維。

Design Thinking is a phrase that seems so obvious yet still so many people misunderstand.

設計思維其實並不局限於是產品設計， 或者設計行業， 也並不是設計師的思維， 設計思維，是一種思維模式。

In fact, deisgn thinking is not limited to product design , industry design ,or designer s thinking methods， design thinking is a way of thinking.

設計思維給我們提供了一個新的處理問題的方式，讓我們來看一下設計思維是如何拯救賣火柴的小姑娘的。

Deisgn thinking provide us with a new way to solve the problem , let me share with you a story about the Match Girl.

賣火柴的CEO逆襲事件

Story of the match girl

光就火柴的本質來看， 灰姑娘火柴店的火柴和賣火柴的小姑娘的火柴本質上並沒有什麼區別。 那為啥大家去灰姑娘那賣火柴呢？

From the product perspective , Little Match girl s matches are basically the same with Cinderella s , but everyone went to the Cinderella s match store. Why？

不知道為何的話，就去問買家呀~，於是我們辛辛苦苦的對10086 + 個買家做了用戶調研，從1對1採訪，到焦點小組， 我們研究了人們買火柴的基本動機：

If you dont know why , just ask the customers! So we did a research with 10 086 participants: one on one interviews, focus group interviews and we investigated the motive of buying matches.

1. 你用火柴幹什麼 ?What do you use the matches for?

2. 對火柴有什麼要求 ?Do you have any special requirements for the matches?

3. 一般去哪裡買火柴？ 為什麼？Where do you often go buy matches and why?

通過用戶調研，我們發現市場上的火柴大多都大同小異，決定人們購買火柴的因素基本都是人多去哪裡，就近原則， 而人們用火柴一般也就是點火用。

那麼既然市面上的火柴都差不多，是否可以額外的給火柴加一些東西和用途呢， 我們在用戶調研的時候發現了一個新的火柴用途： 玩具。

Ater the user research we found out that the matches in the market are almost the same, most people go to the nearest store to buy them, and they only use it to create fire. Though there are many diffreent kind of matches on the market, would it be possible to give them new function? If we start thinking out of box we can find a new fuction: toy.

於是決定要從市面上差不多的火柴中脫穎而出，我們只能另闢蹊徑： 或是給火柴加點顏色？ 或是在擺攤的時候用火柴做成不一樣的東西？

So if we want to distinguish our matches from the others, we can only find a new way: add some colors of the matches ? or put them into different colors?

在一陣頭腦風暴後，我們找到了火柴作為產品的改進方案。

After the brainstorm , we came up with a new plan:

而賣火柴的小姑娘日後賣的可能也不只是火柴，而是一種藝術，一項帶孩子一起發揮想像力，用火柴製造新工藝的服務。

Maybe the Match girl will not only sell the matches, but also an artwork , or a service to teach kids how to use the matches to create formations.

這就是傳說中用設計思維逆襲成功的賣火柴的CEO的故事。

This is the story about how to use design thinking to make a sucessful business.

在這個故事中，我們經歷了設計思維的6大步驟。

In this story , we actually experienced 6 steps .

圖片來源： nngroup.com

第一步： 移情

1st Step: EMPATHIZE

了解用戶為什麼使用火柴，需要什麼樣的火柴。

Why the user wants to use the matches, and why they need it ?

「移情」意思是要有同情心，同理心。在發現問題的時候，最重要的就是從用戶的角度去思考問題， 而並非從自己的角度去思考問題。

Conduct a research to understand your users, to consider the problem from the perpective of the users.

第二步：下定義

2nd Step: DEFINE

找到火柴買出不去的真正的原因，是產品的問題，還是銷售的問題？ 還是兩者都有？

To find the real reason of why nobody buys the matches; Is it because of the product, or the marketing or both?

用戶的嘴上說的問題可能並不是其正在的需求。我們需要拋開層層「真相」 找到真正的痛點，找到試圖回答的真正的問題。

What users are saying or asking for might not be their true needs, we need to find the real pain point behind the lines., and try to figure out the real question we need to answer.

為了更好的說明這個問題，還記得我們之前在提到適切科技的時候提到的關於剝玉米神奇的故事么？

For example, remeber the corn-sheller story we talked about Appropriate Technology last time?

工程師辛辛苦苦的幫發展中國家的婦女做了個快速剝玉米的神奇，結果，她們卻將之束之高閣，原因是剝玉米的時間是她們用來侃大山的時間，因此剝玉米的艱辛實則並不是當地婦女的痛點。 她們真實的問題可能是如何剝的更慢

The corn-sheller the engineer made for the developed countries women to speed up their working process turns out to be some useless, because though it takes time to shell the corn , but they enjoy it ,they spend the time to talking about the kids , men and everthing , so the engineer might not find the real problem.

你可以點擊Appropriate Technology is a way of thinking | 適切科技 — 新的性感複習鞏固~

You can click onAppropriate Technology is a way of thinking | 適切科技 — 新的性感to learn more about the corn-sheller story

第三步： 設想：

3rd Step: IDEATE

頭腦風暴。

Bascially it means Brainstorming

儘可能多的去想解決方案， 然後簡化為一個具體的方案。

Try to come up with as many crazy and creative ideas as you could ,and include them in the plan.

第四步： 製作原型：

4th Step: PROTOTYPE

在紙上畫出改良的火柴的圖紙。

Draw the picture of the matches on the paper.

用最短時間、最少成本做出解決方案。

Try to prototype by using the least cost and time .

第五步： 測試：

5th Step: TEST

用少量的火柴做嘗試。

Try to use a small bunch of matches to make the product.

邀請用戶前來體驗， 模擬感受，

Invite the users to experience, and give feedback.

第六步： 實施：

6th Step: IMPLEMENT

批量生產，銷售。

在原型完成並得到正向的反饋後， 將原型製作成可用產品。

Transform the prototype into an actual product.

圖片來源： nngroup.com

當然以上這六個步驟需要不斷迭代， 循環往複，畢竟，用戶有了好看的火柴後，還會希望擁有不燙手的火柴？

These 6 six steps are not the end, because you still need to iterate and update all the time. After your users have beautiful mathes they also want matches which doesn t burn their hand.

設計思維可以用在生活中的放放面面，如果你想小試牛刀， 今年夏天就來我們的丹巴項目孵化營吧~

Design thinking can be impletmented into all aspects of life ..if you want to give it a try , come to join us in Danba village in Sichuan this summer !

Upbeing

在 Upbeing 我們為學生們打造量身定製的社會創新項目，幫助學生在做中學，發掘自身潛能和天賦，提前探索自己未來的專業和職業，成為具有國際競爭力的創變者&斜杠青年。

At Upbeing we generate and scale up action in social innovation areas to accelerate progress towards a sustainable and fun society where we advocate achieving human s full potential.

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