DESIGNTHINKINGSEMINA - Knowledge

(1)

INTRODUCTION

TO

DESIGN THINKING

17-18-19 JANUARY 2017

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2

Tuesday

Wednesday

1:00 PM to 1:45 PM

LUNCH

Thursday

2:30 Global workshop _presentation

3:00 1 - Introduction to Design _Thinking 3:30 Warmup

3:45 2 - Fast Forward Wallet _exercise 5:15 Break

5:25 3a - Brief & Observe steps : _introduction 5:55 3b - Interview guide _preparation

7:15 End of day 1

1:45 Warmup

2:00 6a – Brainstorming : _introduction 2:15 6b - Brainstorming

3:15 6c - Selection of one solution 3:45 7a – Prototype & tests : _introduction 4:00 7b - Prototyping

5:20 7c – Tests guide preparation 5:50 7d - Testing

7:30 End of day 2

8:30 Welcome – presentation day 3 8:45 Warmup

9:00 7e – Debrief tests – prototype _improvement 10:0

0 Break 10:1

0 8 – Final solution report 11:4

0 Pitch (2min presentation + 3min Q&A) 12:2

5 Selection of the best project by classroom (votes) 12:4

5 Votes and results 12:5

5 9 - Debrief with the coach 13:3

0

End of seminar

Best projets in each TD have to prepare a 2

min video to be posted before 12PM.

SUZHOU

CAMPUS

AGENDA

Simultaneous start with

Sophia

1:25 PM to 2:25 PM

LUNCH

8:30 Welcome – presentation day ₂ 8:35 3c-Ethnographic research 10:3

0 4a - Debrief & point of view : introduction 10:4

5 4b - Insights analysis & definition of a point of view 11:3

5 5 – Report and deliverables

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Tuesday

Wednesday

1:00 PM to 2:00 PM LUNCH

1:00 PM to 2:00 PM

LUNCH

Thursday

9:30 2 - Fast Forward Wallet _exercise 11:0

0 Break 11:1

0 3a - Brief & Observe steps : introduction 11:4

0 3b - Interview guide preparation

2:00 3c-Ethnographic research 4:00 Warmup

4:15 4a - Debrief & point of view : _introduction 4:30 4b - Insights analysis & _{definition of a point of view} 5:30 5 – Report and deliverables 7:00 End of day 1

2:00 7d - Testing 3:45 Warmup

4:00 7e – Debrief tests – prototype _improvement 5:00 Break

5:10 8 – Final solution report

8:30 Welcome – presentation day 3 8:45 Pitch (2min presentation + _{3min Q&A)} 9:30 Projects evaluation by votes 9:50 Votes and results

10:0

0 9 – Debrief with the coach 10:4

5

End of seminar

RALEIGH

CAMPUS

AGENDA

Simultaneous start with

Belo & Lille

9:15 6a –Brainstorming : _introduction 10:1

5 6b - Brainstorming 10:4

5 6c - Selection of one solution 11:0

5 7a – Prototype & tests : introduction 11:1

5 7b - Prototyping 12:3

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4

Tuesday

Wednesday

2:00 PM to 3:00PM LUNCH

1:00 PM to 2:00PM

LUNCH

Thursday

9:45 1 - Introduction to Design _Thinking 10:1

5 Warmup 10:3

0 2 - Fast Forward Wallet exercise 12:0

0 Break 12:1

0 3a - Brief & Observe steps : introduction 12:4

0 3b - Interview guide preparation

3:00 3c-Ethnographic research 5:00 Warmup

5:15 4a - Debrief & point of view : _introduction 5:30 4b - Insights analysis & _{definition of a point of view} 6:30 5 – Report and deliverables 8:00 End of day 1

9:15 6a –Brainstorming : _introduction 10:1

5 6b - Brainstorming 10:4

5 6c - Selection of one solution 11:0

5 7a – Prototype & tests : introduction 11:1

5 7b - Prototyping 12:3

5 7c – Tests guide preparation

2:00 7d - Testing 3:45 Warmup

4:00 7e – Debrief tests – prototype _improvement 5:00 Break

5:10 8 – Final solution report 7:00 End of day 2

8:30 Welcome – presentation day 3 8:45 Pitch (2min presentation + _{3min Q&A)} 9:30 Projects evaluation by votes 9:50 Votes and results

10:0

0 9 – Debrief with the coach 10:4

5

End of seminar

BELO

CAMPUS

AGENDA

Simultaneous start

with Lille & Raleigh

(5)

5

Tuesday

Wednesday

1:00 PM to 1:45 PM

LUNCH

Thursday

4:25 3a - Brief & Observational _{steps : introduction} 4:55 3b - Interview guide _preparation

1:45 Warmup

7:35 End of day 2

0 Break 10:1

5

End of seminar

Best projets in each TD have to prepare a 2 min video to be posted before 12PM.

LILLE

CAMPUS

AGENDA

Simultaneous start

with Paris, Sophia

1:25 PM to 2:25 PM

LUNCH

(6)

6

Tuesday

Wednesday

1:00 PM to 1:45 PM

LUNCH

Thursday

6:15 End of day 1

1:45 Warmup

7:35 End of day 2

0 Break 10:1

5

End of seminar

Best projets in each TD have to prepare a 2 min video to be posted before 12PM.

1:25 PM to 2:25 PM

LUNCH

PARIS

CAMPUS

AGENDA

Simultaneous start

with Lille & Sophia

(7)

7

Tuesday

Wednesday

1:00 PM to 1:45 PM

LUNCH

Thursday

1:45 Warmup

7:35 End of day 2

0 Break 10:1

5

End of seminar

1:25 PM to 2:25 PM

LUNCH

SOPHIA

CAMPUS

AGENDA

Simultaneous

start Lille & Paris

(8)

OBJECTIVES

(9)

This booklet is your guide to this 2-day workshop. At each main step, your coach will

give you the key elements to go further. Those elements are summarized in that

booklet.

Furthermore, the materials quoted in the booklet can be reached on the Knowledge

Platform :

DESIGN THINKING SEMINAR

http://knowledge.skema.edu/courses/DESIGNTHINKINGSEMINA/?id_session=0

The Design Thinking process is

an iterative process

, which means you have to go

back several times, change your vision and your ideas according to the feedback you

gathered.

Due to the timing constraints of this 2-day workshop, each step will only be

experimented once.

(10)

On each page of this booklet, these icons will help you to know what to do :

10

Theorical elements summarizing

the coach’s presentation

Tools to help you in you research

Team work

(11)

(12)

1 - Introductio n to Design

Thinking 2 - Fast Forward

Wallet exercise

3a - Brief & Observe steps : introductio n 3b - Interview guide preparatio n 3c-Ethnograp hic

research Debrief & 4a - point of view : introductio n 4b - Insights analysis & definition of a point

of view 5 – Report

and deliverable s 6a – Presentatio n: Brainstormi ng 6b - Brainstormi ng 6c - Selection of one solution 7a – Prototype & tests : introductio

n 7b -

Prototyping

7c – Tests guide preparatio

n

7d -

Testing 7e – Debrief

tests – prototype improveme

nt

8 – Final solution

report

9 – Debrief with the

coach

(13)

Design

thinking

can

be

described as a discipline that

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.

Video to go further:

The deep dive (IDEO)

(18min)

1/ INTRODUCTION TO DESIGN THINKING

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14

1/ INTRODUCTION TO DESIGN THINKING

EMPATHIZ

E

DEFINE

IDEATE

PROTOTY

PE

TEST

Learn about the audience for whom you are designing, by observatio n and interview.

Who is my

user? What

matters to

this

person?

Create a

point of view that is based on user needs and insights.

What are

their

needs?

Brainstor m and come up with as many creative solutions as possible.

Wild ideas

encourage

d!

Build a

representatio n of one or more of your ideas to

show to others.

How can I

show my

idea?

(15)

WARMUP – INTERVIEW

Pair up !

You will have 4 minutes each to interview each other.

Here are the questions to ask :

When you were a kid, what was your dream job?

Name 3 things that inspire you most?

When do you lose track of time?

What’s your favorite color and why?

When was your first vacation without your parents?

Then take 3 minutes individually to describe your team mate

with 3 inspiring words and draw his or her face.

Share with the group !

(16)

2- FAST FORWARD WALLET

(17)

Thinking

n 7b -

Prototyping

n

7d -

report

coach 2 - Fast

Forward Wallet exercise

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18

2/ FAST FORWARD WALLET

The fast forward wallet exercise is a famous exercise developed by the

Stanford d.school, that allows you to practice Design Thinking in one hour.

Your coach will guide you during all this exercise.

For this exercise, you be working in a pair.

Before starting, define who is A and who is B in your team and take a

moment to read the instructions.

In the upcoming hour, you will work both on your own and with your

teammate. As you have to experience each role and activity, the coach

will tell you when to switch role with your partner.

(19)

2 – Let’s Try : DESIGN THE IDEAL WALLET

3

MIN

OK, let’s jump right in

Come up with some ideas for the ‘ideal’ wallet.

Go ahead and draw an idea for a better wallet.

25

2 – FALSE START: DESIGN THE IDEAL WALLET

Sketch your ideashere!

(20)

20

2 – Let’s Try: DESIGN THE IDEAL WALLET

Sketch your ideas here!

(21)

2 – STEP 1: INTERVIEW

A interviews B

4 MIN

Interview your partner:

Your challenge is to

design something useful and meaningful

to your partner

28

2 – FALSE START: DESIGN THE IDEAL WALLET

Notes fromyour 1st interview Notes fromyour 2nd_interview

1/ INTERVIEWS (4 min each) 2/ DIG DEEPER (3 min each)

YourNew mission: Design somethinguseful and meaningful for your partner. Start by gainingempathy.

(22)

22

2 – STEP 1: INTERVIEW

Switch roles: B

interviews A

4 MIN

Interview your partner:

Your challenge is to

design something useful and meaningful

to your partner

28

2 – FALSE START: DESIGN THE IDEAL WALLET

(23)

2 – STEP 2: DIG DEEPER

A interviews B

again

3 MIN

Dig Deeper:

After the first interview, follow up on things that intrigued

you!

•

Dig for stories, feelings, and emotion

•

Ask ‘WHY?’ often

•

Forget about the wallet, find out what’s important to your

partner.

28

2 – FALSE START: DESIGN THE IDEAL WALLET

(24)

24

2 – STEP 2: DIG DEEPER

Switch roles: B interviews A

again

3 MIN

Dig Deeper:

After the first interview, follow up on things that intrigued

you!

•

Dig for stories, feelings, and emotion

•

Ask ‘WHY?’ often

•

Forget about the wallet, find out what’s important to your

partner.

28

2 – FALSE START: DESIGN THE IDEAL WALLET

(25)

2 – Let’s Try: DESIGN THE IDEAL WALLET

Notes from your 1st interview

Notes from your 2

nd

interview

1/ INTERVIEWS

(4 min each)

2/ DIG DEEPER

_{(3 min each)}

Your New mission:

Design something useful and meaningful for your partner. Start by gaining empathy.

(26)

31

3/4 – REFRAME THE PROBLEM

Goals and Wishes

What isyourpartner tryingto achieve? (use verbs)

3/ CAPTURE FINDINGS 4/ TAKE A STAND WITH A POINT OF VIEW

Insights:

New learningsabout your partner’sfeelings and motivations. What’ssomethingyouseeabout your partner’sexperiencethat maybes/hedoesn’t see?*

*makeinferencesfromwhat youheard

Partner’sname/Description

User’sneed

Needsa wayto

Because(or «but…» or «Surprisingly…»)

(circleone)

Insight

26

2 – STEP 3: CAPTURE FINDINGS

3 MIN

Take 3 minutes to collect your thoughts and reflect on what you

have learned about your partner. Synthesize your learning into two

groups:

1. Your partner’s goals and wishes

•

Use

verbs

to express the goals and wishes

2. Insights you discovered

(27)

2 – STEP 4: REFRAME THE PROBLEM

3 MIN

Now, the most compelling need and most interesting insight is to

articulate a

point-of-view

31

3/4 – REFRAME THE PROBLEM

Goals and Wishes

What isyourpartner tryingto achieve? (use verbs)

3/ CAPTURE FINDINGS 4/ TAKE A STAND WITH A POINT OF VIEW

Insights:

New learningsabout your partner’sfeelings and motivations. What’ssomethingyouseeabout your partner’sexperiencethat maybes/hedoesn’t see?*

*makeinferencesfromwhat youheard

Partner’sname/Description

User’sneed

Needsa wayto

Because(or «but…» or «Surprisingly…»)

(circleone)

(28)

28

3/4 – REFRAME THE PROBLEM

Goals and Wishes

What is your partner trying to achieve? (use verbs)

3/ CAPTURE FINDINGS

4/ TAKE A STAND WITH A POINT OF VIEW

Your New mission:

Design something useful and meaningful for your partner. Start by gaining empathy.

Insights:

New learnings about your partner’s feelings and motivations. What’s something you see about your partner’s experience that maybe s/he doesn’t see?* *make inferences from what you heard

Partner’s name/Description

User’s need

Needs a way to

Because (or « but… » or « Surprisingly… »)

(circle one)

(29)

34

5/6 – IDEATE & REFRAME

IDEATE: Generatealternative to test

5/ Sketch at least 5 radical waysto meetyouruser’sneeds. (5 min)

6/ Share yoursolutions & capture feedback. (2 sessions of 5 minutes each)

Write yourproblemstatement above

Notes

2 – STEP 5: IDEATE

5 Sketch

5 MIN

•

Write your problem statement at the top of the page.

•

You have now

to create solutions

to the identified new

challenge

(30)

30

2 – STEP 6: FEEDBACK

A asks B for

feedback

5 MIN

Partner A, share your sketches with Partner B first

Note the likes/dislikes, build on the idea, but also

listen for new

insights.

Important

: Fight the urge to explain and defend your ideas!

34

(31)

2 – STEP 6: FEEDBACK

B asks A for

feedback

5 MIN

Partner B, share your sketches with Partner A now

Note the likes/dislikes, build on the idea, but also

listen for new

insights.

Important

: Fight the urge to explain and defend your ideas!

34

(32)

32

5/6 – IDEATE & REFRAME

IDEATE:

Generate an alternative to test

5/ Sketch at least 5 radical ways to meet your user’s needs.

(5 min)

6/ Share your solutions & capture feedback.

(2 sessions of 5 minutes each)

Write your problem statement above

(33)

7 – ITERATE BASED ON FEEDBACK

Sketch your big idea here, note if necessary!

(34)

39

8/9 – BUILD & TEST

Makesomethingyour partner caninteract with!

8/ Buildyoursolution (7 min)

9/ Share yoursolution and get feedback (4 min each)

Whatworked… WhatCouldbeimproved… Questions… Ideas…

34

2 – STEP 8: BUILD

7 MIN

Create a physical prototype of your solution

Create an experience that their partner can react to.

(35)

39

Whatworked… WhatCouldbeimproved… Questions… Ideas…

2 – STEP 9: TEST

4 MIN

Validation of the prototype is not the point—it should be an artifact that

facilitates a new, targeted conversation.

Your prototype is NOT PRECIOUS, but the feedback and new insights it

draws out are!

Take notes!

(36)

39

Whatworked… WhatCouldbeimproved… Questions… Ideas…

36

2 – STEP 9: TEST

4 MIN

Validation of the prototype is not the point—it should be an artifact that

facilitates a new, targeted conversation.

Your prototype is NOT PRECIOUS, but the feedback and new insights it

draws out are!

Take notes!

(37)

Make something your partner can interact with!

8/ Build your solution

(7 min)

9/ Share your solution and get feedback

(4 min each)

(38)

38

2 – TAKEAWAYS

HUMAN

CENTERED

DESIGN

EXPERIMENTATI

ON AND

PROTOTYPYING

A BIAS

TOWARDS

ACTION

SHOW

DON’T

TELL

(39)

Learn

about the audience for whom you are designing, by

observation and interview.

Who is my user? What matters to this person?

(40)

(41)

Wallet exercise

n 7b -

Prototyping

n

7d -

report

coach

(42)

42

3.a/ BRIEF

A brief is a sentence explaining what will be

your mission.

What experience do you need to rethink, what

will you have to work on, to

REINVENT

?

Few examples of Design Thinking briefs :

Redesigning

Employment Pass

Application in

Singapore

The Ministry of

Manpower’s used

design thinking to

develop a better

support

for

foreigners

applying to work

in Singapore.

Extreme

Bathroom Users:

Embraces the

Elderly

Lapeyre, a major

French

furniture

company

challenged

an

international

team of students

to redesign the

bathroom

experience for the

elderly.

Reinventing the

US Tax Forms

experience

This case reveals

how

design

thinking

within

the organization

must

include

members of the

whole

organization

in

the

design

process

(43)

3.a/ THE BRIEF

REINVENT THE WELCOME GIFT

FOR NEW SKEMA STUDENTS

Your team is to reinvent the welcome gift that every new student receives on his or her first

day at Skema.

To do so, you will follow the Design Thinking process and will have access to several videos

of Skema Management who provide you their points of view, needs, constraints and wishes.

Watch those videos. The experts will explain what are

their needs and requests about the

welcome gift

Videos from experts:

•

Jérôme Ars, procurement dpt

•

Anne Gérard, Student Office

•

Sophie Gay, Grandes Ecoles program dpt

•

Pascal Vidal, Programme

•

Denis Boissin, Programme

•

Katrina Panchout, Programme

•

Christine Bracaval, communication dpt

•

Laubie Li, Suzhou campus mgt

•

Elise Tosi, direction qualité & Accréditation

•

Corinne Bonnin, Student Life &

Connect to

Knowledge DESIGN

THINKING

(44)

(45)

EVALUATION

You will be evaluated during all the seminar on three deliverables and 1 Project

criteria.

Deliverables

-

A : Interview Guide (step 3a)

-

B : Ethnographic research – Inspiration report (step 5)

-

C : Prototype & tests / final solution and presentation (step 8)

You will have 3 days to reinvent a product (the brief will be explained shortly)

with your team. Each campus of Skema will work on the same brief. At the end

of the workshop, a winning team will be selected for each campus.

(46)

46

COMMUNICATION:

SHARE YOUR EXPERIENCE

The main objective of communicating around this project is to

generate

engagement

. So do not hesitate to build an effective communication

strategy during the seminar.

Capture key moments of your experience in a fun and relevant way !

(Respect social media etiquette ;)

A few suggestions:

•

Communicate via

Twitter

(Weibo for Suzhou)

•

For the rest, you may use any other social media (Facebook, Instagram,

Snapchat, LinkedIn, …)

•

Please use for your posts:



#SkemaDT

for everybody, every campus, every post !

(47)

Wallet exercise

n 7b -

Prototyping

n

7d -

report

coach

(48)

48

3.a - OBSERVE

The objective of this step is to understand USER context and environment.

Developping empathy with your users is key to have a deep understanding of

THEIR needs in order to innovate FOR THEM.

Think about the

6 Ws :

o

Who

o

What

o

When

o

How

o

Why

o

Where

Videos to go further :

o

Lucky Iron Fish (3min43)

o

d.school Paris and the aging simul

ator (1min25)

Identify your users, are there any heavy

users who could ?

Interview them in situation.

Put yourself in the shoes of your users

Understand the context, observe the

users, synthetise your findings

(49)

Wallet exercise

n 7b -

Prototyping

n

7d -

report

coach

(50)

50

3.b – OBSERVE

interview guide

Before going out on the field to meet

your users,

prepare an interview

guide

:

•

Define what you want to learn, what

you need to ask (and what is the real

question).

•

Try to ask open questions.

•

Ask people to introduce themselves, to

tell you about their experience with

the product, what do they like, what do

they miss, what would they like to be

different,…

•

Create a confident context, make

people feel comfortable to talk.

•

Ask if you can take pictures

! Think out of the box !

Do not only interview people from

Skema !

Do you have friends in other schools

who might

be interesting to interview ?

Are there other schools around you

to go and meet students ?

Do not only interview students !

Make 2 teams of 3 if it’s easier !

! Think big !

Give roles to each

members of the team

:

•

Who asks questions ?

•

Who takes notes ?

•

Who

takes

pictures

/

videos ?

1H20

YOUR INTERVIEW GUIDE WILL BE

THE FIRST DELIVERABLE OF THE

(51)

3.b – OBSERVE

interview guide

Don’t forget to ask yourself :

-

Who are you users /

stakeholders

-

What are their needs and

challenges

-

What should we observe

specifically

How to drive a design thinking

interview

(52)

(53)

Wallet exercise

n 7b -

Prototyping

n

7d -

report

coach

(54)

54

3.c – ETHNOGRAPHIC RESEARCH

Now it’s time to go into the field !

Go out of your classroom and meet students, teachers, … Tell them about your

brief and ask them the questions you have prepared.

Don’t forget to create empathy with your users, to take pictures and to ask for

stories, personal experiences…

1H5

5

Name Age

Job

What he/she said What you observed

What did surprise you

To remember about this interview

This template is avalaible on the platform

You can take notes

(55)

Create

a point of view that is based on user needs and insights.

What are their needs?

(56)

Wallet exercise

n 7b -

Prototyping

n

7d -

nt

report

coach

(57)

4.a – DEBRIEF

interview guide

Select verbatim (= meaningful quote of users)

Name

Age

Job

What he/she said

Verbatim

What you observed

What surprised you

Points to be noted

from this interview

Summarise, for each user you

interviewed :

(58)

58

4.a – DEBRIEF

interview guide

You may have noticed that sometimes, people say things during the interview but seem to

think differently, or feel ashamed of telling you the truth. This empathy map may help you to

summarise those different feelings / actions.

You can use it for your most inspiring interviews

Whatdo they

THINK

and

FEEL

?

(worries& aspirations, major preoccupations, underlying thoughs and fears…)

Whatdo 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 …)

Whatdo they

SEE

?

(environment (physical / digital), behaviours of others, market offer/ competition …)

Whatdo they

SAY

and

DO

?

(attitude in public /appearance, behaviour towards others, products, brands & services they use …)

(59)

Wallet exercise

n 7b -

Prototyping

n

7d -

report

coach

(60)

60

4.b – INSIGHT & POINT OF VIEW

The Define step is critical to the design process because it results in

your point-of-view (POV): the explicit expression of the problem you are

striving to address. More importantly, your POV defines the RIGHT

challenge to address, based on your new understanding of people and the

problem space. It may seem counterintuitive but crafting a more narrowly

focused problem statement tends to yield both greater quantity and

higher quality solutions when you are generating ideas.

The Define step is also an endeavor to summarise your scattered findings

into powerful insights. It is this summary of your empathy work that gives

you the advantage that no one else has: discoveries that you can

leverage to tackle the design challenge; that is, INSIGHT.

An introduction to Design Thinking – Proces guide

d.school Stanford

(61)

4.b – INSIGHT & POINT OF VIEW

Here are some examples of how to define your point of view:

User Need Statement

Point of View Question

I am a college student and I hate

folding laundry because I can’t

seem to fold it the right way.

I am the mother of five-year-old

twins who hate vegetables of all

kinds. I am worried about their

nutritional needs.

I am a farmer who has a hard time

getting up early even though I

know I have to to take care of the

animals. I keep sleeping through

my alarm.

How might we create a tool

to help the college student

fold laundry?

How might we help the

mother succeed in getting

her children to eat

vegetables?

How might we create

something to help the farmer

wake up on time each

morning?

(62)

62

4.b – INSIGHT & POINT OF VIEW

(63)

Wallet exercise

n 7b -

Prototyping

n

7d -

report

coach

(64)

64

5 – DELIVERABLES

•

Congratulations, you are done with the first big step of the

design thinking process,

THE INSPIRATION

.

•

You have now gathered enough materials to understand the

context, your users’ needs, the constraints and the

expectations.

•

These elements will be transcribed in your

Inspiration Report

.

YOUR INSPIRATION STEP REPORT

IS THE SECOND DELIVERABLE OF

THE SEMINAR

You will find the template to use

on the platform.

(65)

Brainstorm

and come up with as many creative solutions as

possible.

Wild ideas encouraged!

(66)

Wallet exercise

n 7b -

Prototyping

n

7d -

nt

report

coach

(67)

6a – BRAINSTORMING: INTRODUCTION

•

The objective of this step is to

generate as many ideas as possible.

Don’t be afraid of wild ideas, once

again, think out of the box, go for

quantity !

•

Use your « How might we » point of

view as a question to answer during

the brainstorming.

•

Even if you are going to be very

creative, it is really important to

respect the rules described hereafter

to achieve a brainstorming !

To go further :

Method

Brainstorming

(dschool)

(68)

68

6a – BRAINSTORMING: INTRODUCTION

Different ways of brainstorming :

-

Classic

(69)

-

6 hats

Six distinct directions are identified and assigned a color. The six directions are:

Managing

Blue – what is the subject? what are we thinking about? what is the goal?

Can look at the big picture.

Information

White – considering purely what information is available, what are the

facts?

Emotions

Red – intuitive or instinctive gut reactions or statements of emotional

feeling (but not any justification)

Discernment

Black – logic applied to identifying reasons to be cautious and

conservative. Practical, realistic.

Optimistic response

Yellow – logic applied to identifying benefits, seeking

harmony. Sees the brighter, sunny side of situations.

(70)

70

-

Reverse brainstorming

Reverse the initial question in order to generate many ideas you will reverse again

at the end (i.e. : if you are working on « How might we improve train travel

experience for customers ? », the reverse question would be « How might we

transform the train travel experience into a nightmare for customers ? » After

(71)

6a – BRAINSTORMING: INTRODUCTION

-

Pictures brainstorming

Use magazines, revues, to find images that inspire you and help you to generate as

many ideas as possible answering the initial question

No matter which version you chose, everybody has to write down

its ideas on post-it notes and share them verbally with the rest of

(72)

72

6b – BRAINSTORMING

Source : Stanford d.school

60

MIN

(73)

Wallet exercise

n 7b -

Prototyping

n

7d -

report

coach

(74)

74

6c – SELECTION OF ONE SOLUTION

•

If no proposition comes out as the clear favorite, one solution might be to

vote.

•

Give each team member a total of 5 points that they can allocate to the

solutions they like (they distribute their points the way they want, giving 1

to 5 points to their favorites). The solution with the higher score is chosen!

•

If several solutions have the same amount of points, you can also draw a

matrix comparing the impact of the solution with the difficulty of

implementation (see below) :

A solution with

an easy

implementation

and

a high user

impact

is the best

one !

30

MIN

IMPACT FOR THE USERS

IM

P

LE

M

E

N

TA

T

IO

N

low

high

d

iffi

cu

lt

e

a

(75)

Build

a 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!

Share

your prototyped idea with your original user for feedback.

What worked?

What didn’t?

(76)

Wallet exercise

n 7b -

Prototyping

n

7d -

nt

report

coach

(77)

7a – PROTOTYPE & TEST

The goals of the

prototype are :

•

Make an idea

tangible

•

Evaluate the

value of an idea

•

Share your

concept in a

tangible way

•

Reinforce

empathy

(78)

78

7a – PROTOTYPE & TEST

KEY TAKEAWAYS

•

Prototyping is key for clearing any

misunderstandings and clarity of ideas

•

Fail early and often

•

ITERATE!

•

Reuse existing items

(79)

Wallet exercise

n 7b -

Prototyping

n

7d -

report

coach

(80)

80

7b – PROTOTYPING

Now that you have selected one idea that you want to develop, you

will need to prototype it.

Prototyping materials are avalaible to help you. You can also use

anything you can find around you and re-use existing items, as

suggested earlier.

Don’t create any attachment to your prototype. When you test it,

don’t try to explain or to justify why you made it. Accept positive and

negative feedback.

YOUR PROTOTYPE IS A WAY TO PRESENT YOUR IDEA TO

USERS

IN A TANGIBLE WAY.

(81)

Wallet exercise

n 7b -

Prototyping

n

7d -

report

coach

(82)

82

7c – TESTING GUIDE

Before going back to the field to test your prototype with your

users, you need to define what exactly you want to learn from

your prototype and what questions you will ask the users.

LIKE THE INTERVIEW GUIDE, YOU NEED TO WRITE A

TESTING GUIDE.

Observe let your users interact with your prototype without any

instructions to see if and how they understand it !

As for the interviews, divide the roles between the team

members and don’t forget to take pictures !

(83)

Wallet exercise

n 7b -

Prototyping

n

7d -

report

coach

(84)

84

7d – TESTING

You can capture feedback on your prototype by using

this table

What worked

To be improved

Questions

New ideas

(85)

Wallet exercise

n 7b -

Prototyping

n

7d -

report

coach

(86)

86

7e – DEBRIEF TEST & PROTO IMPROVEMENT

Thanks to all the feedback you received, and maybe the

new insights that emerged from meeting new users

during your tests, you are now able to see what worked

and what didn’t in the first idea prototype.

Take some time to debrief with your team

all the information you gathered during

your tests.

(87)

(88)

Wallet exercise

n 7b -

Prototyping

n

7d -

nt

report

coach

(89)

8 – THE SOLUTION

Based on the information, define how to improve

both your idea and your prototype.

By using the template « Final solution » on the

platform, justify why is it for you the best solution

to fit your user’s needs and explain how you have

improved your first prototype thanks to the

feedback.

Take pictures of your final prototype !

1H30

THIS FINAL SOLUTION REPORT

WILL BE THE THIRD DELIVERABLE

(90)

PITCH

(91)

PITCH

Prepare, as a team, a two-minute presentation of

your work and your project.

Which

problems

have

you

identified

concerning the welcome gift ?

What are the students needs ?

What have you decided to do to answer

those problems ?

What is the reaction of your users ?

What is your final solution ?

(92)

92

PITCH – winning teams

In each TD group, the winning team will have

to film a 2 min video

of

their pitch, after having received comments from their coach and

colleagues.

The video has to be uploaded

before the end of day #

3 to the

Chewchunk platform using the following link:

(93)

(94)

Wallet exercise

n 7b -

Prototyping

n

7d -

nt

report

coach

(95)

9 – DEBRIEFING WITH THE COACH

CONGRATULATIONS, YOU HAVE DONE THE

ENTIRE DESIGN THINKING PROCESS !

After those two intensive days of work, you have

discovered the Design thinking process, a new way of

creating value and you may have built your first (but not

last !) innovative product.

Take some time with your coach to debrief.

To do so, you can tell yourself

-

I liked …

-

I wished …

(96)

96

TO GO FURTHER

You can find materials (PDF,

videos, books, …) to go

further on Design Thinking on

the platform.

Don’t forget to

think outside the

box and to get out

of your office !