Design thinking

Design Thinking

Paul Hawking

@Victoria University Strategic Use of ERP Systems

The Goal of Design Thinking is Innovation

1 Exceptional Idea 10 Great Ideas 100 Good Ideas 1,000 Ideas


Everybody is talking about it; Design Thinking A developer needs to be curious and also develop

empathy for end users


http://www.youtube.com/watch?v=uyDy-Qoiuo0





Design Thinking is an approach to innovation. It lets us discover opportunities, inspire potentials, and create successful solutions that meet human needs, add business value, and are technically feasible.” Design Thinking Community

.

An approach to solving design problems by understanding users’ needs and developing insights to solve those needs.

What is it?


http://www.youtube.com/watch?v=UAinLaT42xY


Traditional Approaches


Modern Approaches



Problem!


Causes


1969 1973 1987 1992 2009

Design Thinking is not new


Business Thinking

Business schools tend to focus on Inductive thinking (based on directly observable facts) and Deductive thinking (logic and analysis, typically based on evidence)

Design Thinking

Design schools emphasize Abductive thinking (imagining what could be possible). This new thinking approach helps us challenge assumed constraints and add to ideas, versus discouraging them.

Proctor & Gamble CEO A. G. Lafley Lafley 2008, The Game-Changer: How You Can Drive Revenue and Profit Growth with Innovation: Business Week


Design Thinking Focus

Human Centred innovation

Focus on people/customers and their NEEDS not on specific technologies or other conditions

Innovating at the intersection of BUSINESS, TECHNOLOGY and PEOPLE

The USER is the one who to decide if a product or service should exist or be established


Business Viability

Technology Feasibility

People Desirability

Design Thinking




Design Thinking Pillars


INTERDISCIPLINARY TEAMS of T-shaped people.


Team composition

Multi-disciplinary teams in a Design Thinking Workshop consist of 4 to 6 participants in each team, e.g.:

• (Lead / Team Coordinator): Business, Process or Project Management background

• Technology (non-IT) background

• Technology (IT) background – Applications, Mobile, Analytics, Web etc

• Sociology, Psychology, Anthropology background

• Any arts, science, engineering background

• Human Resources, Marketing, Controlling background



THE DESIGN THINKING APPROACH

SCOPING VALIDATE PROTOTYPE IDEATE SYNTHESIS 360° RESEARCH

Problem Definition Project Plan

Data Insights Design Principles

Ideas Concepts

Prototypes



Scoping

What are you trying to achieve?

• Identifying the right challenge to solve

• Quick research to gain common understanding of challenge

• Identify stakeholders

• Plan project based on the phases of the Design Thinking approach



3600 Research

Research, Discover, Explore and Capture

• Understand user’s/stakeholder’s expectations and motivations (insight & empathy)

• Gather market information

• Research analogous situations

• Caution; say ≠ do ≠ think ≠ feel



Synthesis

Understand and gain insights

• Storytelling

• Capturing key points

• Clustering and prioritization

• Identifying needs and motivations

• Creating personas or points of view


Capturing key points on post-its per user

Characteristics Goals Activities /tasks Pain points Observations on the environment Artifacts and tools they use

Loves to make her customers happy

Wants to spend as much time with her customers as possible

Is responsible for ordering and replenishing the stock levels

Has no transparency into what her customers really want

Is always running around in the noisy store

Uses her mobile phone to connect to the people in the warehouse

Emma, department supervisor fresh fish Lisa, department supervisor fresh produce

Example post-its Categories

Synthesis


Synthesis – Structuring Your Insights

Common Understanding of Insight


Synthesis - Frameworks


Coming up with a POV

POV = User + Need + Insight 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: [Attributed user] needs (to) [Position] because [Insight] Example: The Department Supervisor needs time with customers, since knowing who they are enables her to optimize her ordering plan.

Point of View

Synthesis - POV



Ideate

Ideation

• Brainstorm ideas to generate as many ideas as possible

• Cluster your ideas

• Prioritize ideas for the upcoming prototyping phase

• Moves from problem space to solution space


Ideate – Brainstorming Rules



Prototype

• First step to actually feel an idea

• Aims to develop quick prototypes for the user to play with

• Show the solution through the User’s eyes

• Use role play – storyboards

• Fail early and Fail often

• Develop low and high fidelity prototypes


Low fidelity Mockups

Demonstrate Functionality, (Look)&Feel of your Solution

Compose low fidelity mockups by using traditional material.

Don‘t try to be too perfect. “Key functionality and screen flow is key, rather than finalized screenshots.“

Prototypes



Validate

Get feedback from end users

• Checking feasibility of ideas with stakeholders

• Gathers feedback on concepts and prototypes

• Checks feasibility, viability, and desirability with users

• Incorporates feedback and iterates the prototype


Summary


http://www.youtube.com/watch?v=M66ZU2PCIcM


Resources

Tim Brown urges designers to think big


Stanford Design Thinking Virtual Crash Course





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