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Pre-Application Webinar
September
5,
2017
www.nc4mm.org
www.na7onalcenterformobilitymanagement.org
Launched
in
2013
A
United
We
Ride
ini4a4ve
funded
through
the
U.S.
DOT,
Federal
Transit
Administra4on
Operated
through
a
partnership
of
Goal
of
the
Center
Promo4ng
customer-centered
mobility
strategies
to
advance
good
health,
economic
vitality,
self-suciency,
&
community
Agenda
Review
key
ac4vi4es
of
the
grant
proposal
Review
applica4on
process,
eligibility,
etc.
An
introduc4on
to
ethnographic-style
interviewing
Ques4ons
The
Challenge
Opportunity
website
nc4mm.org/challenge-2017
Limited launch to
learn
Prototyping and
Assumption Testing
Identify assumptions!
Build prototypes!
Idea Generation Test assumptions!
Apply learnings
Generate ideas!
Develop solution concepts!
Narrow to 2-3 concepts
Discovery
Conduct research!
Listen for information!
Curate informatinon!
Planning Categorize findings!
Uncover insights
Reframe question!
Create design brief!
Plan research
Learn
More
about
Design
Thinking
nc4mm.org/e-learning
designthinkingformobility.org
Applica4on
Process
Due
Oct.
5,
9:00
p.m.
Eastern
4me
Submit
Word
document
on-line
to
king@ctaa.org
Reect
your
research
in
the
applica4on
Selec4on
Criteria
Team
composi4on
Understanding
of
health
care
access
challenge
Measuring
impact
Commitment
of
Core
Team
Members
Organiza4on
capacity
Budget
Ra4ngs:
highly
recommended,
recommended,
not
recommended
Deep
Dive
Research
Ethnographic-Style
Interviewing
Ethnography is the branch
of anthropology that involves
trying to understand how people live their lives. Unlike
traditional market researchers, who ask specific, highly
practical questions, ethnographic researchers visit customers
in their homes or offices to observe and listen in a nondirected
way. Our goal is to see peoples behavior on their terms, not
ours. While this observational method may appear inefficient,
it enlightens us about the context in which customers would
use a new product and the meaning that product might hold
in their lives.
Source: Ken Anderson, Ethnographic Research: A Key to Strategy, Harvard
Business Review March 2009
We
go
in
as
a
blank
slate.
Without
expecta4ons.
We
are
open
to
learning
about
our
customers
lives.
Interviewing
Tips
Interview/observe
in
pairs
Interview
in
an
area
dierent
from
your
Conduct
interview
debrief
with
colleague/partner
Prepare
an
interview
guide,
using
open-ended
ques4ons
Use
short
ques4ons
and
short
follow-up
ques4ons
to
give
plenty
of
4me
for
your
interviewee
to
respond
Ask
ques4ons
about
their
transporta4on
experience
and
needs;
look
for
emo4on,
both
posi4ve
and
nega4ve
Tips
for
Interviewing:
During
the
interview
Ask:
Tell
me
more,
Could
you
say
a
bit
more
about
that?
Give
4me
for
response,
however
awkward,
allow
for
the
richness,
the
stories
to
emerge
Tips
for
Interviewing:
Aner
the
interview
What
did
I
learn?
What
did
I
learn
that
conrms
what
I
thought
I
knew?
Where
do
I
need
to
look
next?
NCMM
Co-Directors
Amy
Conrick,
conrick@ctaa.org
Judy
Shanley,
jshanley@easterseals.com
Rich
Weaver,
rweaver@apta.com
hop://twioer.com/nc4mm
hop://www.nc4mm.org