Transcript
Oliver Kempkens 08. – 09. April a service of
Design Thinking
DESIGN THINKING 2
Oliver KempkensCEO, ITMP DEUTSCHLAND GMBH
>13 years on the borderline between entrepreneurship and corporate routine› Business & Digital Transformation› Design Thinking & User-centrism› Change management
Entrepreneur Consulting / Change
Management
Design Thinking
DESIGN THINKING
??What is Design Thinking
3
DESIGN THINKING
warm-
6
DESIGN THINKING
your thoughts??What is Design Thinking
7
DESIGN THINKING 8
complex problemsDesign Thinking is a method for solving
new ideas.and creating
DESIGN THINKING
innovationpeople,space,approach.
9
Design Thinking means …
… creating
by combining diverse
creative
and an iterative
DESIGN THINKING 10
Ingredients for Design Thinking
innovation
peoplespaceapproach
++
DESIGN THINKING 11
Ingredients for Design Thinking
innovation
peoplespaceapproach
++
DESIGN THINKING
interdisciplinary teams of
12
shapedpeopleT
DESIGN THINKING 13
Ingredients for Design Thinking
innovation
peoplespaceapproach
++
and the freedom to explore.
DESIGN THINKING 14
DESIGN THINKING 15
Ingredients for Design Thinking
innovation
peoplespaceapproach
++
DESIGN THINKING
design thinking steps
16
ideate prototypeunderstand define povobserve test
DESIGN THINKING
think like a designer
17
GO BROAD AND FOCUS LATER.
? ! create choices
make choices
diverge converg
create choices
make choices
diverge converg
understand observe define pov ideate prototype test
DESIGN THINKING
problem space
18
ideate prototypeunderstand define povobserve test
understandDESIGN THINKING 19
DESIGN THINKING
your thoughts??Understand
20
DESIGN THINKING
what are you trying to achieve?
21
› focus of the solution› quick research to validate › shift the project focus if necessary› plan the project, based on the phases of the Design Thinking approach
DESIGN THINKING
creative reframing › each team member has an
individual view on the challenge› invest time to discuss in a
structured way using creative reframing
› result will be a clear, agreed upon, design challenge
DURING
22
DESIGN THINKING
example
23
› write down your challenge and underline keywords
› brainstorm thoughts per keyword and optionally discuss constraints
› reframe the challenge: “Redesign the (experience) for (user & context) in a world where (constraint).”
DESIGN THINKINGDESIGN THINKING 24
observe
DESIGN THINKING
your thoughts??observ
e
25
DESIGN THINKING
360º
subject matter experts
how to research, discover,explore & capture?
field research (users & customers)
stakeholders
analogous situations
›
analysts & thought
competition
inspiration & trends
26
DESIGN THINKING
empathyI run my
own reports
THE BASIC PRINCIPLE
Strange, the numbers don’t
add up?!
say = do = think = feel
♥
27
DESIGN THINKING
empathyDifferent methods of observation to get
try and do ask and listen watch and observe
28
DESIGN THINKING
try and do
29
› develop empathy› see through the eyes of your users
› define your task and really do it› state your impressions› mention all enablers and constraints
› take it seriously
DESIGN THINKING
ask and listen
30
› ask open-ended questions› ask 5 times why› be aware of body language (own and interviewee)
› LISTEN – you are the student (20-80)
› Be curious!
› take photos› collect artifacts› pair up for interviews, interviewer and note taker
› write down your impressions› say thank you in the end› debrief and make the next interview even better
DESIGN THINKING
watch and observe
31
› look for details› capture the atmosphere› be curious and talk to people› take photos and notes› speculate: what if...?› buy things, do things› collect artifacts› write down your impressions› be polite and do not disturb› act as a guest
DESIGN THINKINGDESIGN THINKING 32
define point of view
DESIGN THINKING
your thoughts??point of view
33
DESIGN THINKING 34
? ! create choices
make choices
diverge converg
create choices
make choices
diverge converg
understand observe define pov ideate prototype test
We still need to re-focus and make choicesreminder
DESIGN THINKING
1
Synthesis — The art of structuring your insights
storytelling
2 clustering
3 creating a persona— experiment with different frameworks
4 defining a point of view
35
DESIGN THINKING
storytellingMake a list of users you saw. Start with stories of similar roles. As the storyteller, describe what you heard and observed: Set the stage, introduce “actors”, tell the story.Try not to (mis)interpret or judge and indicate if you make an assumption.
bad post-its
good post-its
As the audience, try to note down all important details on post-its. Be visual :)Put one statement per post-it and articulate the statements clearly so that they are understandable without other context.Use one color per user to have a reference.
36
DESIGN THINKING
color-coding to structure results
37
DESIGN THINKING
clustering
Sort your insights into categories or “buckets”.Which insights are related to each other in some way?Look for common patterns and themes.
38
DESIGN THINKING
personaCreate a
Personas are fictional characters created to represent user types. They are useful in considering the goals, desires, and limitations of the users to help to guide design decisions. Personas put a personal human face on otherwise abstract data about customers.
Your persona description might include:› name and picture› demographics like age, education› needs and tasks › goals and aspirations
39
DESIGN THINKING
point of viewComing up with a
The Point of View is one sentence that creates an image in your mind. Based on an understanding of a user group and an insight into a specific need, it narrows the focus and makes the problem specific.Template: [User] needs (to) [Need] because [Insight]Example: The Department Supervisor needs time with customers, since knowing who they are enables her to optimize her ordering plan.
POV = USER + NEED + INSIGHT
40
DESIGN THINKING
solution space
41
ideate prototypeunderstand define povobserve test
DESIGN THINKING
agenda
42
9:00 Welcome & Check-in
09:30 Quick Presentation / Sync
10:00 Ideation
11:00 Prototyping
12:00 Lunch
13:00 Testing & Iteration
15:00 Presentation Preparation
16:00 Final Presentation
16:45 Closing Round
DESIGN THINKINGDESIGN THINKING 43
ideate
DESIGN THINKING
your thoughts??ideate
44
DESIGN THINKING 45
? ! create choices
make choices
diverge converg
create choices
make choices
diverge converg
understand observe define pov ideate prototype test
We still need to re-focus and make choicesreminder
DESIGN THINKING 46
be visual“draw a crazy picture…put something silly in the world that ain't been there before” – Shel Silverstein
DESIGN THINKING 47
think progressive“criticism is hard to take, particularly from a relative, a friend, an acquaintance or a stranger”– Franklin Jones
DESIGN THINKING 48
encourage wild ideas“if at first, an idea doesn’t sound absurd,then there’s no hope for it”– Albert Einstein
DESIGN THINKING 49
build upon the ideas of others
DESIGN THINKING 50
go for quantity“the best way to get a good idea is to get a lot of ideas” – Linus Pauling
DESIGN THINKING 51
one conversation at a time“it takes a great man to bea good listener”– Calvin Coolidge
DESIGN THINKING 52
stay focused on topic
DESIGN THINKING 53
reframing
DESIGN THINKING 54
goal stretching
DESIGN THINKING 55
prototype
DESIGN THINKING
your thoughts??prototype
56
DESIGN THINKING
strategyPrototyping – Cost of change over Time?CO
STS
OF
ERRO
RS
PROJECT PROGRESS
X
X
XTest & Iterate:
Number of
Cost per
Danger:Post-decision dissonance!
Too late!
Learn here!
Procurement & ProductionPlanning & Development Test, Delivery & Launch
57
DESIGN THINKING 58
physical prototypes
DESIGN THINKING 59
paper prototypes
DESIGN THINKING 60
storylines & storyboards
DESIGN THINKING 61
acting
DESIGN THINKING
Storyboard of how the user might interactFeedback: big-picture ideas – revolutionary changes.“We should NOT try to put a drawing feature in here… it’s featuritis without a key benefit to most users.”
62
Hand drawing look and feelFeedback: higher-level features are questioned, bigger change possible.“Maybe the tool should be context-specific… Let’s kill the toolbar and bring up only tools that make sense at that moment.
Looks doneFeedback: detailed tweaks to specific features – very focused and incremental.“Can you change the font on that ‘T’?Not sure I like this bevel line weight.”
Looks cleanFeedback: tweaks to the screen as a whole – incremental improvements.“I don’t like the two-column layout for tools. Can we have them go across the top?”
paper prototypes
DESIGN THINKINGDESIGN THINKING 63
test
DESIGN THINKING
your thoughts??test
64
DESIGN THINKING 65
› to gather early feedback from users, stakeholders and experts, to be able to iterate
› to learn about your idea’s strengths and weaknesses
› to fail early
Why test?
DESIGN THINKING
1 Let the prototype speak for itself – accept that you may show users something that‘s not perfect.Don‘t defend your idea.It‘s for the user – not for you!Be aware what you want to learn – stay on topic.Be open-minded – you might hear new ideas and insights.Be receptive and thankful for feedback – it‘s the best way to learn.
Ensure feasibility and viability.
Use roles to improve testing success.
Capture and later synthesize all feedback.Ideate how the feedback can be worked into the next iteration.
66
How to test
2345
6789
DESIGN THINKING
feedback capture grid
What was good?
New questions?
What was bad?
New ideas?
67
DESIGN THINKING 68
get feedback from your users
DESIGN THINKING
pitchYour final presentation briefly describes the context of your solution. What were you asked to do? Who were you designing for? Which insights did you discover?
Then focus on the essence of your solution and how it solves your users’ needs.
5 minutes each team
69
DESIGN THINKING
i like, i wish70
DESIGN THINKING 71
Oliver Kempkensthank you
top related