INTRODUCTION
TO
DESIGN THINKING
3 Projects were voted by students as the best in classroom:
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Teachers then decided for the best project in Belo. It is:
WINNER PROJECT
Criteria:
- Design Process
- Useful
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
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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.
DESIGN THINKING
Combines
creative and critical thinking
that allows information and ideas to be
organized, decisions to be made.
This way of thinking can be applied to products, services, and processes;
anything that needs to be improved
.DESIGN THINKING
How to create your creative confidence – David Keller
Method for developing your
CREATIVITY
!
You as an
INNOVATOR
.
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DESIGN THINKING
EMPATHIZE DEFINE IDEATE PROTOTYPE TESTLearn about the audience for whom you are
designing, by observation and
interview.
Who is my user? What matters to this person?
Createa point of view that is based on user needs and insights.
What are their needs?
Brainstorm
and come up with as many creative solutions as possible. Wild ideas encouraged! Builda 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!
Shareyour prototyped idea with your original user for feedback. What worked? What didn’t? Broad and
deep. WHY? Narrow
Out of the box
Tool for
interaction Learn and loop
REVIEW - EMPATHIZE
3a - Brief & Observe
steps : introduction
3b - Interview guide preparation
3c-Ethnographic
research
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 questionsyou are going to ask. Reflect about your challenge.
Observation: go beyond the interview guide to extract as much information as possible from the interactions you have.
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REVIEW - DEFINE
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?
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
Specific problems clarify focus, enable goal setting, and provide a path for communication between users and designers.
4a - Debrief & point of view : introduction
4b - Insights analysis & definition of a
point of view
DEBRIEF
This empathy map may help you to summarise the different feelings / actions, beyond what people say.
What do they THINKand FEEL?
(worries & aspirations, major preoccupations, underlying thoughs and fears …)
What do they HEAR?
(what friends, colleagues say, what influencers, boss, guidelines say, what independent media say …)
Major PAINS
(fears, frustrations, obstacles …)
Major GAINS
(wants & needs, measures of success, goals …)
What do they SEE?
(environment (physical / digital), behaviours of others, market offer/ competition …)
What do they SAYand DO?
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REVIEW - IDEATE
Ideate solutions:
if you wanna have a good idea, have lots of ideas!
Go beyond letters! Scratch! Be visual!
Rank the solutions and pick the best one
No multi-tasking! It can quickly fragment the thinking in the room.
6a –Presentation: Brainstorming
6b -Brainstorming
REVIEW - PROTOTYPE
Be visual, materialize your ideas.
Be creative, use your inner child!
Learning tool – meant for interaction and feedback
.
7a – Prototype &
tests : introduction
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REVIEW - TEST
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.
7c – Testsguide preparation
7d - Testing
7e – Debrief tests – prototype improvement
8 – Final solution
TAKEAWAYS
HUMAN
CENTERED
DESIGN
EXPERIMENTATION
AND
PROTOTYPYING
A BIAS
TOWARDS
ACTION
SHOW
DON’T
TELL
POWER OF
ITERATION
Creativity
FAIL EARLY
AND OFTEN
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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?
NEXT STEPS
EMPATHIZE
DEFINE
IDEATE
PROTOTYPE
TEST
