ITMP Design Thinking Summit Graz 2016

Oliver Kempkens 08. – 09. April a service of

Design Thinking

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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

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??What is Design Thinking

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warm-

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your thoughts??What is Design Thinking

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complex problemsDesign Thinking is a method for solving

new ideas.and creating

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innovationpeople,space,approach.

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Design Thinking means …

… creating

by combining diverse

creative

and an iterative

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Ingredients for Design Thinking

innovation

peoplespaceapproach

++

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innovation

peoplespaceapproach

++

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interdisciplinary teams of

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shapedpeopleT

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innovation

peoplespaceapproach

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and the freedom to explore.

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innovation

peoplespaceapproach

++

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design thinking steps

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ideate prototypeunderstand define povobserve test

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think like a designer

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GO BROAD AND FOCUS LATER.

? ! create choices

make choices

diverge converg

create choices

make choices

diverge converg

understand observe define pov ideate prototype test

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problem space

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understandDESIGN THINKING 19

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your thoughts??Understand

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what are you trying to achieve?

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› 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

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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

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example

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› 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).”

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observe

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your thoughts??observ

e

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360º

subject matter experts

how to research, discover,explore & capture?

field research (users & customers)

stakeholders

analogous situations

›

analysts & thought

competition

inspiration & trends

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empathyI run my

own reports

THE BASIC PRINCIPLE

Strange, the numbers don’t

add up?!

say = do = think = feel

♥

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empathyDifferent methods of observation to get

try and do ask and listen watch and observe

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try and do

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› 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

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ask and listen

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› 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

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watch and observe

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› 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


define point of view

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your thoughts??point of view

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? ! create choices

make choices

diverge converg

create choices

make choices

diverge converg


We still need to re-focus and make choicesreminder

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Synthesis — The art of structuring your insights

storytelling

2 clustering

3 creating a persona— experiment with different frameworks

4 defining a point of view

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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.

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color-coding to structure results

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clustering

Sort your insights into categories or “buckets”.Which insights are related to each other in some way?Look for common patterns and themes.

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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

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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

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solution space

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agenda

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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


ideate

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your thoughts??ideate

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? ! create choices

make choices

diverge converg

create choices

make choices

diverge converg


We still need to re-focus and make choicesreminder

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be visual“draw a crazy picture…put something silly in the world that ain't been there before” – Shel Silverstein

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think progressive“criticism is hard to take, particularly from a relative, a friend, an acquaintance or a stranger”– Franklin Jones

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encourage wild ideas“if at first, an idea doesn’t sound absurd,then there’s no hope for it”– Albert Einstein

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build upon the ideas of others

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go for quantity“the best way to get a good idea is to get a lot of ideas” – Linus Pauling

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one conversation at a time“it takes a great man to bea good listener”– Calvin Coolidge

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stay focused on topic

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reframing

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goal stretching

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prototype

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your thoughts??prototype

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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

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physical prototypes

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paper prototypes

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storylines & storyboards

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acting

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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.”

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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


test

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your thoughts??test

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› 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?

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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.

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How to test

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feedback capture grid

What was good?

New questions?

What was bad?

New ideas?

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get feedback from your users

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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

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i like, i wish70

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Oliver Kempkensthank you