DESIGNTHINKINGBOOKLETextradaysII Lectureseule
INTRODUCTION
TO
DESIGN THINKING
23-27 JANUARY 2017
WINNER PROJECT
3 Projects were voted by students as the best in classroom:
A 2 pts bonus was added to the mark /20 of the winning team in each classroom.
2
WINNER PROJECT
Teachers then decided for the best project in Belo. It is:
Criteria:
- Design Process
- Useful
- Innovative
3
NEXT STEPS
Our next steps will be:
- Dig deeper into the Design Thinking Process and Methodology
- Consolidate you learning about Design Thinking
- Take another round of practice on Friday: new briefing on the Skema Welcome Kit
4
DESIGN THINKING
Uses the designer’s sensibility and methods to match
people’s needs with what is technologically feasible and what a
viable business strategy can convert into customer value and
market opportunity.
Tim Brown, 2009.
Combines creative and critical thinking that allows information and ideas to be
organized, decisions to be made.
It’s a mindset focused on solutions and not the problem.
5
DESIGN THINKING
This way of thinking can be applied to products, services, and processes;
anything that needs to be improved.
Method for developing your CREATIVITY!
You as an INNOVATOR.
How to create your creative confidence – David Keller
Iteractions create « failure immunity »
6
DESIGN THINKING
Fast iterative cycles
EMPATHIZE
IDEATE
DEFINE
Learn about
the audience
for whom you
are
designing, by
observation
and
interview.
Who is my
user? What
matters to
this person?
Broad and
deep. WHY?
Create a
point of view
that is based
on user needs
and insights.
What are their
needs?
Narrow
PROTOTYPE
Brainstorm
and come up
with as many
creative
solutions as
possible.
Wild ideas
encouraged!
Out of
the box
TEST
Build a
representation
of one or more
of your ideas to
show to others.
How can I show
my idea?
Remember : A
prototype is just
a rough draft!
Tool for
interaction
Share your
prototyped
idea with
your original
user for
feedback.
What worked?
What didn’t?
Learn and
loop
7
REVIEW - EMPATHIZE
3a - Brief &
Observe
steps :
introduction
Expert videos: many of the features and constraints mentioned in the
videos were not taken into account. WATCH VIDEOS AGAIN
Many interviewed only people from Skema!
Think more carefully about the questions you are going to ask.
3b - Interview
guide
preparation
Reflect about your challenge.
Observation: go beyond the interview guide to extract as much
3cEthnographic
research
information as possible from the interactions you have.
Get the emotions, the stories! Ask why, get motivations.
8
REVIEW - DEFINE
4a - Debrief &
point of view
: introduction
Catalog and inventory the insights and needs - verbs
(things you client is trying to accomplish)
Skema: what is the school is trying to accomplish thru the Welcome Kit?
4b - Insights
analysis &
definition of a
point of view
Pattern recognition, marrying meaning to function.
POV: short, specific and sexy.
Your unique statement of the problem as informed by empathy for the user.
Focus on a problem
5 – Report
and
deliverables
Specific problems clarify focus, enable goal setting, and provide a path for
communication between users and designers.
9
DEBRIEF
This empathy map may help you to summarise the different feelings / actions, beyond what people say.
What do they THINK and FEEL?
(worries & aspirations, major preoccupations, underlying
thoughs and fears …)
What do they HEAR?
What do they SEE?
(what friends, colleagues say, what influencers, boss,
guidelines say, what independent media say …)
(environment (physical / digital), behaviours of others,
market offer/ competition …)
What do they SAY and DO?
(attitude in public /appearance, behaviour towards others,
products, brands & services they use …)
Major PAINS
(fears, frustrations, obstacles …)
Major GAINS
(wants & needs, measures of success, goals …)
10
REVIEW - IDEATE
6a –
Presentation:
Brainstorming
Ideate solutions: if you wanna have a good idea, have lots of ideas!
Go beyond letters! Scratch! Be visual!
6b Brainstorming
Rank the solutions and pick the best one
6c - Selection
of one
solution
No multi-tasking! It can quickly fragment the thinking in the room.
11
REVIEW - PROTOTYPE
7a –
Prototype &
tests :
introduction
Be visual, materialize your ideas.
Be creative, use your inner child!
7b Prototyping
Learning tool – meant for interaction and feedback.
12
REVIEW - TEST
7c – Tests
guide
preparation
7d - Testing
7e – Debrief
tests –
prototype
improvement
8 – Final
solution
report
Get feedback so you can move on. Seek learning not validation. Doesn’t
matter IF they like or don’t like, it matters WHY. Understand your user.
Take the understanding you got from your user, about him and about your
solutions, and use to improve your prototype or create a new solution.
Be an anthropologist, not a salesman. Don’t try and convince them.
“Learn from subtlety of communications”: user reactions.
13
TAKEAWAYS
HUMAN
CENTERED
DESIGN
A BIAS
TOWARDS
ACTION
FAIL EARLY
AND OFTEN
POWER OF
ITERATION
EXPERIMENTATION
AND
PROTOTYPYING
SHOW
DON’T
TELL
Creativity
Inovation
14
NEXT STEPS
EMPATHIZE
IDEATE
DEFINE
TEST
PROTOTYPE
Take another round of practice on Friday: new briefing on the Skema Welcome Kit.
Read about AirBnb experience. Based on this article and the viedos we watched
today, how would your group improve each step of your processes so far? And
how would it impact your final product?
http://firstround.com/review/How-design-thinking-transformedAirbnb-from-failing-startup-to-billion-dollar-business/
15
See you on Friday!
d.School Stanford
16
TO
DESIGN THINKING
23-27 JANUARY 2017
WINNER PROJECT
3 Projects were voted by students as the best in classroom:
A 2 pts bonus was added to the mark /20 of the winning team in each classroom.
2
WINNER PROJECT
Teachers then decided for the best project in Belo. It is:
Criteria:
- Design Process
- Useful
- Innovative
3
NEXT STEPS
Our next steps will be:
- Dig deeper into the Design Thinking Process and Methodology
- Consolidate you learning about Design Thinking
- Take another round of practice on Friday: new briefing on the Skema Welcome Kit
4
DESIGN THINKING
Uses the designer’s sensibility and methods to match
people’s needs with what is technologically feasible and what a
viable business strategy can convert into customer value and
market opportunity.
Tim Brown, 2009.
Combines creative and critical thinking that allows information and ideas to be
organized, decisions to be made.
It’s a mindset focused on solutions and not the problem.
5
DESIGN THINKING
This way of thinking can be applied to products, services, and processes;
anything that needs to be improved.
Method for developing your CREATIVITY!
You as an INNOVATOR.
How to create your creative confidence – David Keller
Iteractions create « failure immunity »
6
DESIGN THINKING
Fast iterative cycles
EMPATHIZE
IDEATE
DEFINE
Learn about
the audience
for whom you
are
designing, by
observation
and
interview.
Who is my
user? What
matters to
this person?
Broad and
deep. WHY?
Create a
point of view
that is based
on user needs
and insights.
What are their
needs?
Narrow
PROTOTYPE
Brainstorm
and come up
with as many
creative
solutions as
possible.
Wild ideas
encouraged!
Out of
the box
TEST
Build a
representation
of one or more
of your ideas to
show to others.
How can I show
my idea?
Remember : A
prototype is just
a rough draft!
Tool for
interaction
Share your
prototyped
idea with
your original
user for
feedback.
What worked?
What didn’t?
Learn and
loop
7
REVIEW - EMPATHIZE
3a - Brief &
Observe
steps :
introduction
Expert videos: many of the features and constraints mentioned in the
videos were not taken into account. WATCH VIDEOS AGAIN
Many interviewed only people from Skema!
Think more carefully about the questions you are going to ask.
3b - Interview
guide
preparation
Reflect about your challenge.
Observation: go beyond the interview guide to extract as much
3cEthnographic
research
information as possible from the interactions you have.
Get the emotions, the stories! Ask why, get motivations.
8
REVIEW - DEFINE
4a - Debrief &
point of view
: introduction
Catalog and inventory the insights and needs - verbs
(things you client is trying to accomplish)
Skema: what is the school is trying to accomplish thru the Welcome Kit?
4b - Insights
analysis &
definition of a
point of view
Pattern recognition, marrying meaning to function.
POV: short, specific and sexy.
Your unique statement of the problem as informed by empathy for the user.
Focus on a problem
5 – Report
and
deliverables
Specific problems clarify focus, enable goal setting, and provide a path for
communication between users and designers.
9
DEBRIEF
This empathy map may help you to summarise the different feelings / actions, beyond what people say.
What do they THINK and FEEL?
(worries & aspirations, major preoccupations, underlying
thoughs and fears …)
What do they HEAR?
What do they SEE?
(what friends, colleagues say, what influencers, boss,
guidelines say, what independent media say …)
(environment (physical / digital), behaviours of others,
market offer/ competition …)
What do they SAY and DO?
(attitude in public /appearance, behaviour towards others,
products, brands & services they use …)
Major PAINS
(fears, frustrations, obstacles …)
Major GAINS
(wants & needs, measures of success, goals …)
10
REVIEW - IDEATE
6a –
Presentation:
Brainstorming
Ideate solutions: if you wanna have a good idea, have lots of ideas!
Go beyond letters! Scratch! Be visual!
6b Brainstorming
Rank the solutions and pick the best one
6c - Selection
of one
solution
No multi-tasking! It can quickly fragment the thinking in the room.
11
REVIEW - PROTOTYPE
7a –
Prototype &
tests :
introduction
Be visual, materialize your ideas.
Be creative, use your inner child!
7b Prototyping
Learning tool – meant for interaction and feedback.
12
REVIEW - TEST
7c – Tests
guide
preparation
7d - Testing
7e – Debrief
tests –
prototype
improvement
8 – Final
solution
report
Get feedback so you can move on. Seek learning not validation. Doesn’t
matter IF they like or don’t like, it matters WHY. Understand your user.
Take the understanding you got from your user, about him and about your
solutions, and use to improve your prototype or create a new solution.
Be an anthropologist, not a salesman. Don’t try and convince them.
“Learn from subtlety of communications”: user reactions.
13
TAKEAWAYS
HUMAN
CENTERED
DESIGN
A BIAS
TOWARDS
ACTION
FAIL EARLY
AND OFTEN
POWER OF
ITERATION
EXPERIMENTATION
AND
PROTOTYPYING
SHOW
DON’T
TELL
Creativity
Inovation
14
NEXT STEPS
EMPATHIZE
IDEATE
DEFINE
TEST
PROTOTYPE
Take another round of practice on Friday: new briefing on the Skema Welcome Kit.
Read about AirBnb experience. Based on this article and the viedos we watched
today, how would your group improve each step of your processes so far? And
how would it impact your final product?
http://firstround.com/review/How-design-thinking-transformedAirbnb-from-failing-startup-to-billion-dollar-business/
15
See you on Friday!
d.School Stanford
16