Design Thinking Potential for State Departments of Transportation Thursday, September 12, 2019 2:00-3:30 PM ET TRANSPORTATION RESEARCH BOARD
Design Thinking Potential for State Departments of Transportation
Thursday, September 12, 20192:00-3:30 PM ET
TRANSPORTATION RESEARCH BOARD
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Purpose
Provide an overview of Design Thinking, an approach based on creating human-centered products, services, and processes, and explain how this approach applies to government agencies
Learning ObjectivesAt the end of this webinar, you will be able to:• Describe Design Thinking concepts• Describe Idea Thinking implementation examples
DESIGN THINKING FORUSE IN DOTSWebinarSeptember 2019
AGENDA Why Design-Thinking in DOT’s? What is Human-Centered Design Thinking? Use Cases Resources Questions
WHY HUMAN-CENTERED DESIGN THINKING?
Mindsets
Employee Engagement
Customer Focus
Outcomes
Targeted Improvement
WHAT DID YOU THINK WHEN YOU FIRST HEARD YOUWERE GOING TO DO A DESIGN THINKING PROJECT?
D.J. Price – Trans Tech• “Holy Crap” –• Engineering stuff…• totally the opposite of what I was thinking.
Bud Converse – Traffic Services Mgr• No idea what they were talking about• I had my doubts when I heard about it
HOW DID EMPATHY AFFECT EITHER YOUR PROJECT ORYOUR PERSONAL APPROACH TO WORK?
Roy Hill – Operations Engineer• Take it all in before reacting• Hard for me• I used to jump right in with a solution but it may not have been the right or best solution
Junior Williams - Engineer• Changed our course – took us in a different path• Game Changer
Mark Porter – Business Operations Manager• Most important part of the process
WHAT STOOD OUT FOR YOU THE MOST IN YOUR DESIGNTHINKING EXPERIENCE?
Darin Stewart, Project Solutions Leader• The ideas were less compartmentalized• Revitalizing something we had and taking it to the next step
Bill Kotowski – Hwy Safety Program• Trust the Process• We thought we knew what we wanted• How to get there was the question• Broke down barriers
Brent Brumfield – GIS Analyst• Collaboration with different employees with different backgrounds
Nancy Casperson – Port of Entry Supervisor• Until you hear their voice• And Understand where they are coming from• You will never find a good solution
WHY HUMAN-CENTERED DESIGN THINKING?
Mindsets
Employee Engagement
Customer Focus
Outcomes
Targeted Improvement
WHAT IS DESIGN THINKING
Process to approach problem solving
• Creates options that had not existed before• Focuses on needs of user, understanding context
and culture - EMPATHY• Clearly DEFINE with empathy and data• IDEATE without constraint of existing solutions• Learn by doing – PROTOTYPE and TEST,
iteratively and rapidly
Better Solutions
Faster
• Methodology & unifying language
• Multi-disciplinary Collaboration
DESIGN THINKING ROAD MAP
• Observe• Engage• Immerse
Empathize
• Unpack• Synthesize
Define• User Point of
View• Brainstorm
Ideate
• For Empathy• To Test• To Decide
Prototype• Feedback• Iteration•
Test
DESIGN THINKING ROAD MAP
• Observe• Engage• Immerse
Empathize
• Unpack• Synthesize
Define• User Point of
View• Brainstorm
Ideate
• For Empathy• To Test• To Decide
Prototype• Feedback• Iteration•
Test
“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” - Maya Angelou
1 Scope the Opportunity
2 Initial State
3 Target State
4 Gap Analysis
5 Possible Solutions
6 Rapid Experiments
7 Complete Implementation
8 Evaluate Implementation
9 Insight
___________________ Improvement ProjectSponsor: ________________Person(s) working on this: ____________________________________________________
Date started: _____________Current date ______________
Chartering is a great place to start building empathy!
1 Scope the Opportunity
2 Initial State
3 Target State
4 Gap Analysis
5 Possible Solutions
6 Rapid Experiments
7 Complete Implementation
8 Evaluate Implementation
9 Insight
___________________ Improvement ProjectSponsor: ________________Person(s) working on this: ____________________________________________________
Date started: _____________Current date ______________
Scope the opportunity with “who is impacted” in mind (Persona exercise)!
BUILD IN PEOPLE IMPACTED INTO YOUR CHARTER
1. Scope the Opportunity - Understand the human elements of the problem and define the problem to be solved
Empathize• Every problem has a human element. • You need to understand and document user stories and real life descriptions of the user
experience and customer feedback. The following questions should be asked of the customers involved (internal and external) in order for the project team to gain empathyfor the problem you are trying to solve:
• Describe your experience with this process.• Why do you think this is a problem worth solving?
• Document direct quotes, add links to videos/pictures, etc..>• Use the persona exercise
The people who face the problem every day hold the key to the answer.
TIP 1: BUILD EMPATHY, THE PERSONA EXERCISE
Who are they?
How would they like to be
treated?
How will they feel?
TIP 1: PERSONA EXERCISE
1. Who are we empathizing
with?
TIP 1: PERSONA EXERCISE
2. What do they need to
do?
TIP 1: PERSONA EXERCISE
3. What do they see?
TIP 1: PERSONA EXERCISE
4. What do they say?
TIP 1: PERSONA EXERCISE
5. What do they do?
TIP 1: PERSONA EXERCISE
6. What do they hear?
TIP 1: PERSONA EXERCISE
7. What do they think and
feel?
1 Scope the Opportunity
2 Initial State
3 Target State
4 Gap Analysis
5 Possible Solutions
6 Rapid Experiments
7 Complete Implementation
8 Evaluate Implementation
9 Insight
___________________ Improvement ProjectSponsor: ________________Person(s) working on this: ____________________________________________________
Date started: _____________Current date ______________
Chartering, at the Scoping, is a great place to start building empathy!
“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” - Maya Angelou
BUILDING “PEOPLE” INTO YOUR TRAINING AND DEVELOPMENT, PARTICULARLY FOR MANAGERS (COACHES)
“Many changes fail in organizations because they do not appreciate and manage the people side of change”
BUILDING “PEOPLE” INTO YOUR TRAINING AND DEVELOPMENT, PARTICULARLY FOR MANAGERS (COACHES)
“If a team only focuses on developing the “right answer”, they may ignore the people side of change, and end up installing a change that delivers no benefit.”
BUILDING “PEOPLE” INTO YOUR TRAINING AND DEVELOPMENT, PARTICULARLY FOR MANAGERS (COACHES)
www.codot.gov/business/process-improvement/self-service/resources/some-tips
DESIGN THINKING ROAD MAP
• Observe• Engage• Immerse
Empathize
• Unpack• Synthesize
Define• User Point of
View• Brainstorm
Ideate
• For Empathy• To Test• To Decide
Prototype• Feedback• Iteration•
Test
IDEATE MODE
generate radical design alternatives
mode of “flaring” rather than “focus”
transition from identifying problems into exploring solutions
WHAT WHY
Generating Ideas
Evaluating Ideas
IDEATEREFRAME: WHAT’S YOUR UNIQUE PERSPECTIVE? What is the team’s Human Centered Viewpoint?
What are your insights?
IDEATEBRAINSTORMING PROMPTS
How Might We…? Amp up the good Remove the bad Explore the opposite Question an assumption Go after adjectives ID unexpected resources Create an analogy from need or context Play against the challenge Change a status quo Break POV into pieces
IDEATEBRAINSTORM SELECT
Don’t narrow too fast Don’t immediately worry about feasibility Hang on to the ideas about which the group⚫Excited⚫Amused⚫Intrigued.
An idea that is not plausible may still have an aspect that is useful and meaningful.
DESIGN THINKING ROAD MAP
• Observe• Engage• Immerse
Empathize
• Unpack• Synthesize
Define• User Point of
View• Brainstorm
Ideate
• For Empathy• To Test• To Decide
Prototype• Feedback• Iteration•
Test
WHAT IS THE PROTOTYPE MODE
Get Ideas OUT of your head and into the physical world ANYTHING that takes physical form Most Successful when you can interact with them.
WHY PROTOTYPE?
Empathy Gaining Exploration Testing Inspiration
Learn Solve Disagreements Start a Conversation Fail Quickly and Cheaply Manage the solution-building
process
Reasons to Prototype The Goal of Prototyping
PROTOTYPE TO TEST
What are you trying to learn? Create low-resolution
objects/scenarios Focus on creating experiences
for users to react to Consider context and testing
scenario you will create to get meaningful feedback.
Start Building Don’t spend too long on one
prototype Build with the user in mind ID a variable
How To Tips
PROTOTYPING AT EVENTS
TESTING
To refine your solution To refine your understanding
of the people for whom you are designing
To get feedback To gain more empathy
Prototype Context and Scenario How you interact with the
user How you observe and capture
and consider the feedback
Why Test with Users? Aspects to Consider
TESTINGHOW TO TEST WITH USERS
Hosts Players Observers
Let your user experience the prototype
Have them talk through their experience
Actively observe Follow up with questions
Roles Procedure
PROTOTYPING AT EVENTS
TESTINGFEEDBACK CAPTURE GRID
USE CASES IN DOT’S
ONE STONE HIGH SCHOOLCLUTCH
WHEN YOU’RE FACED WITH THECHOICE TO TEXT AND DRIVE, WHAT
DO YOU DO?
UNDERSTAND AND EMPATHIZE
DEFINE
IDEATE
PROTOTYPE AND TEST
IMPLEMENTATION
REFLECTION
IDAHO TRANSPORTATION DEPARTMENT3 Use Cases
ITD PLAN TO CREATE AN INNOVATIVE CULTURE
Create Vision
Establish Framework
Set Goals
Engage People
Measure and Celebrate
CONTINUOUS IMPROVEMENT LANDSCAPE ATITD
Strategic Planning
When we need direction toward goals/change and
have choices to make
Vision &
Mission
Objective
Setting
Action Planni
ng
Metrics &
Performance Management
Design Thinking
When we need to DESIGN with a person in mind
CENTERED AROUND A HUMAN EXPERIENCE
Empathize Define Ideate Protot
ype Test
Problem Solving
Gap between Current and Goal – Process Oriented
CENTERED AROUND A PROCESS
Define Investigate
Verify Countermeasures
Ensure Sustainment
3 USE CASES
Employee Safety Recognition
Innovate ITD! Employee Recognition
SHIFT Engaged Driving
https://www.youtube.com/watch?v=k1WyRW1yYcs&feature=youtu.be
THE RESULTS……SO FAR…….
https://itd.idaho.gov/itd/?target=innovation
UTAH DEPARTMENT OF TRANSPORTATION2 Use Cases
MORE THAN JUST EVENTS.
RESOURCES
RESOURCES
Change the Culture, Change the Game: The Breakthrough Strategy for Energizing Your Organization and Creating Accountability for Results; Roger Connors and Tom Smith
Creativity, Inc.: Overcoming the Unseen Forces That Stand in the Way of True Inspiration; Ed Catmull and Amy Wallace
The Goal: A Process of Ongoing Improvement; Eliyahu M. Goldratt and Jeff Cox
Leadership and Self-Deception: Getting Out of the Box; The Arbinger Institute
Managing to Learn: Using the A3 Management Process to Solve Problems, Gain Agreement, Mentor and Lead; John Shook and Jim Womack
Start with Why: How Great Leaders Inspire Everyone to Take Action; Simon Sinek
The Tipping Point: How Little Things Can Make a Big Difference; Malcolm Gladwell
The Toyota Way: 14 Management Principles from the World's Greatest Manufacturer; Jeffrey K. Liker
Where Good Ideas Come From: The Natural History of Innovation; Steven Johnson
Change Management: The People Side of Change; Hyatt, Creasy
60 Minutes IDEO Shopping Cart; https://www.youtube.com/watch?v=M66ZU2PCIcM
Lean Interchange hosted by CDOT (compiles resources from every state DOT Lean Transportation Forum member)
Stanford D School (free design thinking training, videos, and tools)
Lean Enterprise Institute (free lean resources)
Books Videos & Web Resources
QUESTIONS?
Today’s Participants• Charlene McArthur, Idaho Department of Transportation,
• Patrick Cowley, Utah Department of Transportation, [email protected]
• Gary Vansuch, Colorado Department of Transportation, [email protected]
• Michael Nesbitt, Federal Highway Administration, [email protected]
Panelists Presentations
http://onlinepubs.trb.org/onlinepubs/webinars/190912.pdf
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